Coaching Isn’t Just for Kids

Josh Riekena

Recently, I was talking with a group of colleagues about the impact working with a business coach has had on my growth as both a leader and a business owner. Their responses surprised me: “It’s too expensive,” “My agency isn’t big enough to need a coach” and “I don’t have time to work with a coach,” were just a few of the comments.

As I looked around the group, I noticed something interesting—most of them were parents. So, I asked how much time and money they invested in helping their children excel in sports, academics or other activities. If you’re a parent, you understand. Kids today are involved in everything, and managing their schedules can feel like a second full-time job. I have four children, and my evenings are often busier than my workday: I’m either coaching someone’s team, attending someone’s game or driving someone to practice—every single night.

The numbers my colleagues shared were staggering. Some were spending $50, $75 or even $150 an hour on trainers and specialized coaches. One colleague mentioned paying $250 a week, 50 weeks a year, for her daughter’s involvement in softball. Why do we do this? Because we all want the best for our kids, and we’re fortunate to be in a profession that enables us to provide these opportunities.

But here’s the question: why don’t we apply the same logic to ourselves and our businesses? If we’re willing to invest so much in our children’s futures, shouldn’t we be just as committed to our own growth and success?

Investment, not cost

In today’s competitive insurance and financial services landscape, consistent growth demands more than product knowledge and sales expertise. As agents and advisors, we are not simply selling policies—we’re building trust, nurturing relationships and creating financial security for our clients. As business owners, we’re hiring and leading teams, managing operations and navigating complex state and federal regulations.

Just as a specialized coach can help a child excel in sports or academics, a business coach can help you unlock your full potential. A good business coach acts as a strategic partner, helping you to clarify your vision, develop strategies and execute your action plans. They will hold you accountable for staying on track, have the hard conversations when you need them and be your biggest cheerleader when you succeed.

Yet, despite the benefits, many in the profession still hesitate to invest in business coaching. One of the objections I often hear is the perceived cost of coaching. Agency owners often view coaching as an expense rather than an investment. They may struggle to justify spending money on personal development, especially if they are in the early stages of their careers.

One of the concepts I learned from my work with Korsgaden Insights is that every employee, including the agency owner, must be a profit center. The first step in applying that concept is changing your mindset to view team members as an investment rather than an expense. The same is true in hiring a business coach. This is an investment in your business that can have a significant ROI.

The key is setting specific goals with your coach and committing to the process. Let’s say, for example, you invest $1,000 a month for a year to work with a business coach who helps you refine your sales process, strengthen client relationships and improve your time management skills. If, at the end of the year, you have increased your annual earnings by $100,000, that is a 733% return on investment. And I’d say that was $12,000 well spent!

Another common misconception is that coaching is only for people who are struggling. In reality, coaching is equally valuable for high-performing leaders who want to reach the next level. Experienced agency owners can sometimes fall into the trap of thinking they “know enough.” There was a point in my career when I thought, I’m done. I’m a finished product. I know everything I need to know to run my business.

Of course, I now know that the best leaders never stop learning. There is always something more we can do to improve our business or provide more value to our clients. We are never “finished.”

Unlocking untapped potential

Finding the right coach is essential to maximizing the benefits of coaching. Setting clear objectives and understanding your needs will help you identify the right coach for you. Are you looking to improve sales performance, enhance your leadership skills or achieve a better work-life balance? My goal is to continually grow my business, so a coach who has proven success in building a profitable agency is important to me.

At the same time, the relationship between the coach and client is built on trust and mutual respect. You will share a lot with your coach—your successes and failures, your strengths and weaknesses, the good times, the bad times and everything in between. It is important to find someone whose communication style, personality and approach align with your needs. There is no one-size-fits-all.

My last, and most important piece of advice is to just get started. Broaden your definition of coaching. If you aren’t sure about hiring a business coach, join a study group or commit to attending quarterly training sessions. Learning is contagious. The more you invest in developing yourself, the more you will come to realize the benefits of having a business coach.

We dedicate our careers to helping clients manage risk and secure their financial futures. Yet, many neglect the importance of investing in their own professional growth. Hiring a business coach is a powerful way to overcome challenges, stay competitive and achieve lasting success.

Just as expert guidance can help young athletes or students excel, business coaching can unlock untapped potential in your agency. It’s not just an investment in your career—it’s an investment in yourself and your future. And, as I reflect on the opportunities I am able to provide my children by running a successful business, I realize it is an investment in their future, too.