Most of what you read about coaching—whether for business growth or personal development—focuses entirely on the success stories. We hear about the incredible benefits, the achievements, and all the ways a coach can help you reach goals faster.
But there is an important conversation we rarely have: Sometimes, coaching just doesn’t work.
If you’ve ever invested time and hard-earned money into a coaching program only to feel disappointed or like you wasted months of effort, you know the true cost of failure. Beyond the financial loss, the coach risks their reputation, and the client loses valuable momentum.
Today, we’re digging into the top three reasons coaching engagements fall apart, and more importantly, providing actionable steps on how to avoid these frustrating situations.
1. Mismatched Expectations
This is a very common reason coaching relationships fail. The coach has one set of expectations, and the client has a completely different one.
This clash can lead to the frustrated client asking, “Oh, I thought you were going to do that for me.”
For Coaches: You must clearly define the client’s role in their own success. Review your onboarding process and ask: Where are you failing to educate prospects on the work they are responsible for doing between meetings?
For Business Owners: You need to do your due diligence upfront. Before signing any agreement, you must discuss:
- Who is accountable for key tasks?
- How often are meetings, and what is the expected preparation time?
- What is the specific nature of the work done outside of the session, for both the coach and the client?
When expectations are clearly documented, the foundation for success is solid.
2. Choosing the Wrong Coach (It’s 80% on the Client and 20% on the Coach)
Finding the right coach is one of the most critical decisions you will make, and the burden of finding that fit falls overwhelmingly on the client. It’s a combination of professional track record and personal compatibility.
The Professional Side: You need to look for objective proof of success. Ask for or look up:
- Client reviews and authentic testimonials.
- Client retention rates (how long do people stay with them?).
- Any industry awards or recognition they have earned.
The Personal Side: The coach-client relationship is intensely personal. To get real, lasting results, you will have to be vulnerable with your coach. You must choose someone you trust and feel a genuine connection with. Pay close attention to how they try to sell you—if the sales process feels pushy or inauthentic, it’s a good sign that’s how they will coach you, too.
For the coach’s part, if they don’t have a program that’s a good fit for the potential client, or if they don’t have the systems/tools/experience the client needs, they need to refer them to someone else who is a better fit.
3. Lack of Client Commitment and Resistance to Change
A good coach and program will help you define your goals and desired outcomes early on. However, that plan is useless if you aren’t willing to execute the hard parts. Almost every business owner wants growth, but not every business owner is actually willing to do the work required to achieve it.
Coaching is not a magic solution; it’s a framework for change. If your hope is to grow your business by not changing anything about how you currently operate, you are setting yourself up for failure—and that is solely on you.
You need to ask yourself a tough question: Which is more important—staying in your current comfort zone, or achieving the results you claim to want? The answer determines the success of your coaching program.
Ready to Try Again?
If you’ve experienced a failed coaching attempt, take a moment to honestly evaluate which of these three reasons was the source of the breakdown.
When you’re ready to address these pitfalls and you are committed to the work, the success you’re looking for will follow.
Author: Mark McNulty, Business Coach in Louisville, KY