Most business owners make a critical error when they first consider coaching. They ask about the cost.
That single word, cost, reveals a fundamental misconception that limits their potential growth.
After 31 years of coaching entrepreneurs and building ActionCOACH into the world's leading business coaching company, I've learned that this perspective needs to shift.
Business coaching isn't a cost. It's an investment.
This distinction isn't semantic. It's transformational.
When entrepreneurs view coaching as an expense, they immediately look to minimize it. They seek the cheapest option. They delay until "the right time." They hesitate during challenging periods.
But treating coaching as an investment change everything.
Research confirms this perspective. Studies show businesses typically realize $3-5 in return for every dollar invested in coaching, with 75% of executives reporting the value as "considerably greater" or "far greater" than the money invested.
Let me be straightforward with you. If coaching isn't making you money, it's not coaching. It's counseling.
The Three Dimensions of Coaching ROI
Over three decades, I've refined how we measure the return on coaching investment. Most entrepreneurs only see the first dimension.
The first dimension is immediate financial impact: cash flow and profitability. This is what most business owners focus on exclusively.
Yes, coaching must cover its own cost. It should generate enough additional profit to pay for itself, and any additional investments required to implement changes.
But stopping there misses the bigger picture.
The second dimension is business value appreciation. When you increase profitability and revenue, you increase the capital value of your business asset.
Many businesses can't be sold at all before coaching. They're too dependent on the owner.
After implementing our ActionCOACH Business Operator System (ABOS), these same businesses become saleable assets. The value appreciation often dwarfs the direct profit improvements.
I remember working with James, who ran a transport business. By teaching him methodologies for building a saleable business and how to properly value it, he secured a much larger multiple at sale time than he would have otherwise.
The third dimension, often completely overlooked, is the non-measurable benefits.
Increased confidence. Better sleep. Improved relationships. Reduced stress. The ability to attend your children's events. Taking your first vacation in years.
These benefits emerge from both financial improvements and building a team that can run the business without the owner's constant presence.
A successful business isn't just profitable. It's "a commercial, profitable enterprise that works without you."
From Worker to Owner: A Real Transformation
Just this morning, I spoke with Steve, who runs a marketing agency in the UK.
When Steve started with us, he personally handled most client work. He built websites. He managed SEO campaigns. He was the business.
Today, he has a team that handles all operations. His business runs without him.
Today, he was speaking at a conference in Rome. Next, he's off to Africa for another speaking engagement. He recently acquired another business.
Beyond professional growth, he now has more time with family and has taken on a leadership role in his church.
This transformation illustrates what happens when a business shifts from "if you leave, the business stops" to "the business runs primarily without you."
This is the ultimate return on investment: freedom.
Building a Saleable Asset
When we start coaching, we install the ActionCOACH Business Operating System (ABOS). Through six progressive stages, we build a business that works so the owner doesn't have to.
We develop better systems, marketing, teams, and financial management. We instill mastery of numbers, goal setting, and planning.
These aren't theoretical concepts. Our system has been tested on hundreds of thousands of clients over 31 years.
The result is a business that's less reliant on any single person, customer, or system. This immediately makes it more valuable and more saleable.
Companies get purchased for various strategic reasons: geographic expansion, product or service expansion, technology acquisition, and more.
Strategic buyers typically pay more than financial buyers. A properly structured business commands premium multiple.
The coaching investment that transforms your business into a saleable asset can yield returns of 10x, 20x, or more when you eventually sell.
Coaching During Difficult Times
Some entrepreneurs believe they should wait for "better times" before investing in coaching.
This is backward thinking.
Difficult periods are precisely when you absolutely must have coaching. It would be crazy not to.
Ideally, you build coaching relationships during good times, so your business is stronger when tough times hit. But if you're already struggling, coaching becomes even more critical.
When COVID hit, businesses without coaching support suffered tremendously. Our clients came together online via Zoom regularly.
The confidence factor alone was invaluable. Having someone to talk to. Seeing you're not alone. Learning from peers facing similar challenges.
A survey of executives found that coaching produced a remarkable 788% ROI during organizational change.
Coaching isn't a luxury for good times. It's essential infrastructure for navigating uncertainty.
Finding Your Right Investment Level
Business coaching isn't one-size-fits-all. There's a program for every budget and business size.
Group programs start around $99 monthly or $1,200-$5,000 annually. These provide excellent value for smaller businesses or those just beginning their coaching and training journey.
One-on-one coaching typically ranges from $24,000-$36,000 annually. Executive-level coaching might reach $60,000 annually.
For larger organizations needing comprehensive support, unlimited coaching and training programs start around $120,000 annually.
Training programs for team members begin at $1,200 per person for 12-week programs covering management, leadership, or sales skills.
Two primary factors determine the appropriate investment level: your current business size and your growth goals.
A small solo operation won't need the $120,000 program. A multi-million-dollar enterprise might benefit tremendously from unlimited coaching access.
The third factor is speed. How quickly do you want results?
One-on-one coaching accelerates your transformation compared to group programs. More intensive coaching across multiple team members drives faster organizational change.
The question isn't "How much does coaching cost?" but rather "Where are you now, where do you want to go, and how fast do you want to get there?"
The Mindset Shift: From Expense to Investment
Adding a coach is no different from adding a strategic team member. You invest to grow.
Growing a business is a team sport, and teams need great coaches.
A great coach has a systematic methodology to help you grow your bottom line, build your business, and reduce stress levels.
They focus on four key areas: time, team, money, and motivation.
They help you reduce your time involvement or make better use of your time.
They help you build a great team.
They help you master the financial side of your business.
They provide motivation and accountability when the journey gets challenging.
A great coach can change your business. An amazing coach will change your life.
The Overlooked Benefit: Community
We measure coaching benefits in four areas: community, accountability, results, and education.
Results are the obvious benefit. You expect coaching to improve your business performance.
Accountability is also expected. As an owner or CEO, it's difficult to hold yourself accountable. Large companies have boards and shareholders for this purpose. Your coach fills this role.
Education may seem less important, but it is crucial for long-term success. The knowledge transfer during coaching builds capabilities that last a lifetime.
But the most overlooked benefit is community.
At ActionCOACH, we're live and local. We bring owners together. We connect salespeople and executives. We create environments where they learn with and from each other.
The relationships and friendships they build often become the most valued aspect of the coaching experience.
During challenging times like COVID, this community became a lifeline for many business owners.
Conclusion: The Investment Decision
Business coaching is available at every price point. From group programs at $99 monthly to comprehensive support at $120,000 annually, there's an option for every business.
But the real question isn't what you'll pay. It's what you'll receive.
Will your business generate more cash flow and profit?
Will your business asset appreciate in value?
Will you gain more freedom, confidence, and peace of mind?
A proper coaching relationship delivers affirmative answers to all three questions.
The return vastly exceeds the investment when measured comprehensively.
My mission is to empower one million entrepreneurs and investors to financial freedom. This happens when business owners shift from working in their business to owning a business that works without them.
Coaching accelerates this transformation.
So, stop asking about the cost of coaching.
Start asking about the return on your investment.
Stop thinking of coaching as a cost; it’s your smartest investment. For over 30 years, ActionCOACH has helped entrepreneurs turn stress into systems, burnout into freedom, and businesses into valuable assets. Experience it for yourself with two weeks of free coaching here. No cost, no catch, just real transformation.
Edited from original article by ActionCOACH Global
Ruth Mbugua
July 23, 2025
