As someone who makes their living as a professional coach, I concur with a lot of what you’re saying. Certifications are mostly worthless. Someone with a lot of certifications is a red flag for me. I know quality people with and without a degree. Also being a successful business person does not mean you will be a good coach. These are very different skills.

I started my career as a software engineer, moved into management and then after years in that role I found my true calling as a coach. I have over 20+ years of business experience and have been working as a coach for about seven years.

If this is your first time hiring a coach my suggestion is to find someone who is compatible with your culture/way of thinking. Culture trumps process every time. Ask “mindset” questions in the interview (How you would do this, etc.) . Make sure you know why you are hiring a coach. If you are not willing to be coached, save your money and don’t waste everybody’s time.

If you are a new coach just taking a course is far from all you need to be qualified. Find a mentor and offer to pay them for their time. Price yourself accordingly and get experience. Put on your big boy (or big girl) pants and show people why they should hire you.

Figure out your market. My clients are mostly Director-level individuals in large corporations and I coach teams developing new products or solving critical business problems. Most engagements are long term and many times I can quantify my value in dollars and cents (executives like that). I love having happy clients and the best part is I’m having a blast!

Starting a coaching practice is hard. There were several lean years when I started. Fortunately I was able to work within my chosen market and develop my coaching skills and track record as part of my regular work. If you are just starting out maybe that would work for you.

Attending seminars, reading books and participating in discussions with your peers can help you hone your skills, but there is no substitute for real world experience.