What Makes a Good Business Coach? A Sydney Business Owner’s Guide

Not all business coaches are the same.

Some will change your business.

Others will waste your time and money.

The difference isn’t what they charge.

It’s not how good their website looks.

It’s not even how confident they sound on a sales call.

The difference is in what they’ve done. How they work. And what they actually deliver.

This guide shows you exactly what to look for.

No waffle. Just the real markers of a good business coach.

The #1 Thing That Separates Good Coaches from Average Ones

Here it is.

Good coaches have built and run real businesses.

Not just started one. Not just been self-employed.

Built a business with a team. Dealt with payroll. Hired and fired. Managed cash flow. Fixed team problems. Grown revenue and profit.

Then sold it or scaled it to the point where it runs without them.

If your coach hasn’t done that, they’re guessing.

They might have read about it. Studied it. Even taught it.

But they haven’t lived it.

And when you’re stuck at 2am trying to figure out how to fix a team problem or a profit gap, you need someone who’s been there.

Not someone who’s read a book about it.

At Building Great Businesses, both founders built, grew, and exited businesses before they ever coached anyone.

Stephen O’Sullivan ran his business down to 45 minutes a week. The team handled the rest.

Andrew Laurie built and sold multiple businesses.

They’re not career coaches. They’re operators who coach.

That’s the difference.

The 8 Non-Negotiable Qualities of a Good Business Coach

1. They Have a Proven System (Not Just Generic Advice)

Good coaches don’t wing it.

They have a framework. A repeatable process.

Something that’s been tested in dozens of businesses and works.

The Black Diamond System is ours.

It breaks your business into five areas:

1. The Business - How you make money.
2. The Work - How work gets done without you.
3. The Team - A crew that executes without needing you.
4. The Numbers - Margins, cash flow, clear targets.
5. The Owner - Your time, focus, and leadership role.

We diagnose all five. Then we fix what’s broken.

No guessing. No generic “you should delegate more” advice.

If a coach doesn’t have a clear system, they’re making it up as they go.

2. They Specialise in Your Problem

“We help all businesses grow” is a red flag.

Good coaches specialise.

They’ve seen your exact problem 50 times before.

They know the patterns. The traps. The fastest fixes.

At BGB, we specialise in one thing: helping $500K-$5M Sydney business owners build teams that run the business without them.

We’re not trying to help startups. Or 8-figure enterprises. Or solo consultants.

Just owners who are stuck doing everything themselves.

That’s it.

When you specialise, you get better. Faster. More accurate.

3. They Focus on Execution, Not Just Strategy

Plans are easy.

Execution is hard.

Bad coaches hand you a 20-page strategy document and disappear.

Good coaches work with you. Week by week. Step by step.

They help you implement. Hold you accountable. Course-correct when things go sideways.

At BGB, our Elite members get weekly sessions.

Not monthly check-ins. Weekly.

Because real change happens when you’ve got consistent support.

Not when you’re left alone for four weeks to “figure it out.”

4. They Don’t Lock You In

Here’s the truth.

If a coach needs a 12-month contract to keep you, they don’t trust their own work.

Good coaches don’t trap you.

You stay because it’s working. Not because you’re locked in.

At BGB, there are no lock-in contracts.

You’re here because you’re getting value.

The day that stops, you’re free to leave.

That’s confidence.

5. They Tell You the Truth (Even When It’s Hard to Hear)

You don’t need a cheerleader.

You need honest feedback.

Good coaches tell you what you need to hear. Not what you want to hear.

“Your team isn’t the problem. You are. You’re micromanaging and it’s killing their initiative.”

“Your pricing is too low. You’re undervaluing your work.”

“That hire you’re about to make? Bad fit. Here’s why.”

If your coach only agrees with you, they’re not helping.

They’re taking your money and making you feel good.

6. They Have Real Proof (Not Just Big Claims)

“We’ve helped hundreds of businesses grow.”

Cool.

Where’s the proof?

Good coaches have testimonials. Case studies. Client names you can verify.

They’ll show you real results. Real businesses. Real people.

If they can’t, walk away.

Check out BGB’s case studies here.

Real names. Real businesses. Real outcomes.

7. They Understand Your Market

This matters more than you think.

A coach in Melbourne doesn’t know Sydney’s market dynamics.

A US-based coach doesn’t understand Australian business challenges.

Good coaches know your landscape.

Talent competition. Cost pressures. Market conditions. Client expectations.

They get it. Because they’re in it.

BGB is Sydney-based. We work with Sydney business owners every week.

We know what you’re dealing with.

8. They’re Part of a Community (Not Just One-on-One)

Solo coaching has limits.

You’re only getting one perspective.

Good coaches put you in a room with other sharp owners.

People who get it. Who’ve faced the same challenges.

That peer support is often more valuable than the coaching itself.

At BGB, Elite members are part of a tight group.

Quarterly events. Peer sessions. A private community.

You’re not alone. You’re surrounded by people building great businesses too.

What Good Business Coaches DON’T Do

Just as important as what they do.

Here’s what good coaches avoid.

They Don’t Overpromise

“We’ll 10x your business in 90 days.”

That’s garbage.

Good coaches are realistic.

They set proper expectations. Show you the path. Tell you how long it takes.

No hype. No magic promises.

They Don’t Use Cookie-Cutter Templates

Every business is different.

Good coaches diagnose first. Then build a custom plan.

They don’t run everyone through the same programme.

They Don’t Disappear Between Sessions

Bad coaches show up for the monthly call and vanish the rest of the time.

Good coaches are accessible.

At BGB, you can reach out when you’re stuck.

You’re not waiting four weeks for the next scheduled call.

They Don’t Make It All About Mindset

Mindset matters.

But it doesn’t pay your team.

Good coaches balance mindset with practical systems and tools.

You need both.

They Don’t Sell You More Stuff Every Month

“You need this add-on. And this mastermind. And this premium package.”

Good coaches give you everything you need upfront.

They’re not constantly upselling.

Red Flags: When to Walk Away

Here are the signs a coach isn’t worth your money.

Red Flag #1: They’ve Never Run a Business with a Team

If they’ve only ever been self-employed or a solo coach, they can’t help you with team problems.

Full stop.

Red Flag #2: They Talk More Than They Listen

Good coaches ask questions. Lots of them.

They diagnose before they prescribe.

If they’re pitching you in the first five minutes, they’re not listening.

Red Flag #3: They Can’t Explain Their Process Clearly

“We use a holistic approach to help you achieve breakthrough results.”

What does that even mean?

Good coaches explain exactly how they work.

Step by step.

If it’s vague, it’s because they don’t have a real process.

Red Flag #4: No One Will Vouch for Them

Ask for references.

If they won’t give you names, that’s a massive red flag.

Red Flag #5: Everything Sounds Like a Sales Pitch

Good coaches have real conversations.

They’re not running a script.

If every call feels like you’re being sold to, walk away.

Red Flag #6: They Don’t Specialise in Anything

“We help all businesses in all industries.”

That means they’re average at everything.

You want someone who’s great at solving your specific problem.

Red Flag #7: They Push You to Decide on the Spot

“This offer ends today. You need to decide now.”

Good coaches don’t pressure you.

They give you space to think.

How to Test If a Coach Is Actually Good

Here’s what to do before you commit.

Step 1: Ask Hard Questions

Don’t be polite. Be direct.

“What businesses have you built and run?”

“What specific results have you helped businesses like mine achieve?”

“How do you diagnose problems?”

“What happens if it’s not working?”

See how they respond.

Good coaches answer straight. No dodging.

Step 2: Check Their Proof

Ask for client testimonials. Case studies. References.

Then actually check them.

Call a few clients. Ask about their experience.

Good coaches will have no problem with this.

Step 3: See How They Communicate

Do they listen? Or just talk?

Do they ask smart questions?

Do they seem genuinely interested in your business?

Or are they just trying to close the sale?

Step 4: Look at Their Own Business

Is their business well-run?

Do they have systems? A team? Clear processes?

If they can’t run their own business well, how will they help you run yours?

Step 5: Trust Your Gut

If something feels off, it probably is.

If they’re making you uncomfortable or pushing too hard, walk.

Good coaches make you feel confident. Clear. Supported.

Not pressured.

What to Expect from a Good Business Coach in the First 90 Days

Here’s what real progress looks like.

Month 1: Diagnostic and Plan

A good coach will assess your business properly.

Not guess. Not assume.

They’ll map out where you’re stuck. What’s broken. What needs fixing first.

Then they’ll build a custom plan.

At BGB, we use the Black Diamond System to diagnose all five areas.

By the end of month one, you’ll know exactly what needs to change.

Month 2: Quick Wins

Good coaches get you some fast results.

Things that free up your time. Reduce stress. Show you it’s working.

This builds momentum.

You start seeing progress.

Month 3: Systems and Structure

This is where the real work begins.

Building the systems that make your business run without you.

Fixing team structure. Delegation frameworks. Accountability systems.

By day 90, you should feel different.

Clearer. Less stressed. More in control.

If you don’t, something’s wrong.

Good Business Coaches Adapt to You (Not the Other Way Around)

Here’s something most people don’t realise.

Good coaches meet you where you are.

They don’t force you into a rigid system.

Some owners need help with team. Others with pricing. Others with systems.

A good coach tailors the approach to your business.

At BGB, the Black Diamond System is a framework. But how we apply it depends on your specific gaps.

We don’t run everyone through the same programme.

We fix what’s broken for you.

Why Most Sydney Business Owners Choose the Wrong Coach

Here’s the pattern we see.

Someone decides they need a coach.

They Google “business coach Sydney.”

They click the first few ads.

They book calls.

Then they pick based on:

• Who sounds most confident.
• Who has the best website.
• Who’s cheapest.

None of those matter.

What matters is:

• Have they done what you’re trying to do?
• Do they have a proven system?
• Can they show real results?
• Do they specialise in your problem?

That’s it.

The Cost of a Good Coach vs a Bad Coach

A good coach costs more upfront.

But saves you money. Time. Stress.

A bad coach is cheap.

But costs you six months of wasted time.

And the opportunity cost of staying stuck.

Let’s say a good coach is $2,000/month.

A bad coach is $800/month.

After six months:

Good coach: You’ve fixed your pricing. Hired better. Built systems. Freed up 10 hours a week. Business is growing.

Total value: $100K+.

Bad coach: You’ve had some nice conversations. Felt motivated. But nothing’s really changed.

Total value: $0.

Which one’s expensive?

What BGB Members Say About What Makes a Good Coach

We asked our members what made the difference.

Here’s what they said.

“They’ve done it. That’s huge. I’m not getting theory. I’m getting real advice from people who’ve built businesses.”

“The system works. It’s not just ‘delegate more’ advice. It’s a proper framework.”

“They tell me the truth. Even when I don’t want to hear it.”

“I’m not alone. The other owners in the group are sharp. I learn as much from them as I do from the coaches.”

“No lock-in contract. That tells me they’re confident in what they do.”

“They’re accessible. I don’t wait a month to get help when I’m stuck.”

Those are the things that matter.

The Bottom Line: What Makes a Good Business Coach?

Let’s sum it up.

A good business coach:

1. Has built and run real businesses.
2. Has a proven system (not generic advice).
3. Specialises in your specific problem.
4. Helps you execute (not just plan).
5. Doesn’t lock you into contracts.
6. Tells you the truth (not what you want to hear).
7. Has real proof and references.
8. Understands your market.
9. Puts you in a community of other sharp owners.

If your coach ticks all those boxes, you’re in good hands.

If not, keep looking.

How to Find a Good Business Coach in Sydney

Start here.

Book a Quick Fit Call with Building Great Businesses.

We’ll diagnose where you’re stuck.

Show you what needs fixing.

Tell you straight if we’re the right fit.

And if we’re not, we’ll point you in the right direction.

No pressure. No hype.

Just real advice from people who’ve built businesses and know how to fix them.

Learn more about BGB’s approach here.

Ready to work with a coach who’s actually built what you’re trying to build?

Stop guessing. Stop wasting time with coaches who’ve never done it.

Get help from people who have.

Book your Quick Fit Call now.

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