I’ve Tried Coaching Before, Why Didn’t It Work for Me?

by Sean Foster | September 1, 2025  | Business Coaching

You’re not alone if you’ve tried business coaching before and felt disappointed.

Maybe you invested time and money, showed up to sessions, did your best to stay open-minded, and yet… nothing really changed. Or worse, it left you feeling like you’d wasted your time. If that’s you, this isn’t about convincing you to give it another go.

It’s about helping you figure out why it didn’t work last time, so you can decide for yourself whether it’s worth revisiting, and how to approach it differently if you do.

Were You Actually Ready?

Sometimes coaching doesn’t work because the timing wasn’t right. You might have been under pressure to fix things quickly, or others (a business partner, spouse, or accountant) were nudging you to get help. But unless you are ready to look at things honestly, take action, and make decisions, coaching can feel like a waste.

Did the Coach Listen or Just Lead?

A coach who comes in with a fixed agenda or "system" can be frustrating. Especially if your business has nuances that don’t fit into cookie-cutter templates. If you felt like the coach was more focused on ticking boxes than understanding your situation, it's no wonder it didn't click. Coaching should start with your priorities, not theirs.

If you’ve ever wondered what a good coach actually does, especially one based in New Zealand, you might want to read our article, What Exactly Does a Business Coach in NZ Do?. It breaks down the role in real terms, so you can see if what they offer lines up with what your business really needs.

Were You Clear On What You Wanted From It?

If you went into coaching without a clear intention, it’s easy to feel aimless. What was the outcome you hoped for? More clarity? Better staff culture? Stepping back from the day-to-day? Coaching works best when both of you are clear on the result you're aiming for; and how you'll know when you're getting there.

To help you set those outcomes more intentionally, we’ve put together a practical guide: Setting Goals for Success: 5 Tips to Define Clear Goals. It’s a great starting point for defining what really matters to you and how to stay focused on it.

Did You Talk About the Hard Stuff?

Sometimes coaching stays too surface-level. Strategy, plans, revenue targets: these are easy to talk about. But the real shifts often come from facing the stuff we usually avoid: people issues, fear of letting go, second-guessing yourself, or making those really hard decisions of what you are going to stop doing. If your sessions didn’t go there, it might be why it felt flat.

Was It Coaching or Consulting?

Burnout often happens when you’re so busy working in the business that you forget why you started it. Your business Some coaches lean heavily into giving advice. That can be helpful for specific challenges, but if that’s all you got, you might have missed the deeper value. Coaching, at its best, helps you make better decisions, not just follow someone else’s instructions. Advice fades fast; clarity sticks.

If you're still unsure whether coaching or something more hands-on like mentoring is what your business really needs, check out our article, Business Coaching vs Mentoring: Which One Does Your NZ Business Actually Need? It walks through the key differences so you can figure out what kind of support fits where you're at right now.

Did You Actually Want Change?

This one’s tough to admit. Sometimes we say we want change, but deep down, we’re not quite ready. Or we want the result but not the discomfort that comes with getting there. If coaching felt like it was poking around in places you didn’t want to go, it might be because part of you was resisting the work.

So, Is Coaching Worth Another Shot?

That’s completely up to you. But if you know your business could still be better: more profitable, more aligned, less stressful, then perhaps it’s not that coaching was the wrong choice. Maybe it just wasn’t the right time. Or the right coach. Or the right focus.

The more important question is: what would make it worthwhile for you this time?

If you want to talk that through, no pressure, no pitch, book a discovery call with Sean.

Business Coaching Will Not Work Unless You Find the Right Fit

If you’ve ever doubted whether coaching actually leads to results, you're not alone. The truth is, coaching doesn't work just because it's coaching. It works when there's a genuine fit between the coach and the business owner, when there's mutual understanding, shared direction, and trust. Without that, it's easy for even the best advice to miss the mark.

But when the right fit does come together, the results can be transformational. One small business owner featured in a Forbes Coaches Council article shared how, after years of stagnation, partnering with the right coach helped them nearly triple their revenue in just 12 months. It wasn't magic. It was the outcome of having a coach who asked the right questions, helped them see the real roadblocks, and encouraged them to focus their energy where it mattered most.

This is not about promising success. It’s about showing that it’s possible, when the relationship is built on clarity, readiness, and mutual respect.

If you're curious to read more real-world stories like that, see the full Forbes article here: 14 Coaches Share Their Most Notable Client Success Stories

Frequently Asked Questions

Q: What should I do if I’ve had a bad experience with a business coach?

A: Reflect on what didn’t work. Was it timing, expectations, or the coach’s approach? Use that insight to shape what you want going forward.

Q: Is it worth trying coaching again with someone new?

A: If your business still needs direction or support, a fresh perspective from a coach who aligns with your style might be exactly what helps.

Q: How do I find a business coach that really gets my business?

A: Look for someone who listens more than they talk, and who starts by understanding your goals, team, and how you like to operate.

Q: What’s the difference between coaching and just getting advice?

A: Advice is useful, but coaching helps you make your own best decisions, so you’re not relying on someone else every step of the way.

Q: How can I make sure business coaching actually works this time?

A: Start with a clear outcome you care about, choose a coach who aligns with your values and listens first, and be honest about what you're willing to change or let go of.