I read an article on why business and life coaches fail.
It comes down to a few simple things.
A business coach must:
Focus on the client’s actual needs, not their own desires.
Customize their coaching approach to the individual client.
Put processes in place that actually change things, not just stir up excitement.
Live it. The business coach must practice what he or she teaches.
Preferring a more positive approach, I wrote about a successful business coach.
You’ll find a more in-depth look at these ideas here: What Makes a Great Business Coach