How To Set Up Your Own B2B Coaching Business

If you’re breaking out of the 9–5 rat race or graduating from freelancing, the idea of running your own show as a business consultant or business management coach can be both exhilarating and intimidating. There is freedom in creating a business that embodies your values, your voice and your definition of success. And as more companies finally realise the value of professional development, the timing couldn’t be better.

But let’s get real here — having the skills to coach people in business and actually running a coaching business are not the same thing. There’s the structure to sort, the legals to wrangle, the messaging to nail… and don’t get us started on trying to price your packages without doubting yourself at every turn. That said, it’s all completely doable — especially when you break it down into bite-sized steps. 

Let’s dive into what it really takes to get your B2B coaching business off the ground.

• Lay Down The Legal and Financial Foundations

First thing’s first: get your backend sorted. Before you go full steam ahead coaching CEOs and start-ups, you need your business legally legit. That means registering your business name, sorting out an ABN, choosing your structure (sole trader or company), and setting up a business bank account. Yes, it’s boring, but it’s necessary.

And here’s one that tends to fly under the radar that you should consider: indemnity insurance. It’s absolutely crucial. This protects you if a situation arises where a client claims they have suffered a loss due to your advice or services. Even if you’re the most careful, well-meaning coach on earth, stuff happens — and indemnity insurance is your safety net. In B2B, where stakes are higher and contracts bigger, it’s more than peace of mind — it is a fundamental business necessity. And many companies you’ll be working with will require it, so it’s best to sort everything out sooner than later. 

Top Tip: You’ll also want to hire a decent accountant, or at least have reliable accounting software to keep your books clean and your tax-time headaches to a minimum. Believe us, you don’t want to be scrambling for receipts in a shoebox come EOFY.

• Define Your Niche Like A Pro

It can be tempting to help everyone. We get it. But the fact of the matter is that when you’re speaking to everyone, you’re going to appeal to no one. B2B coaching is broad — are you helping early-stage founders get their systems in order? Mid-level managers step into leadership roles? Or maybe you’re guiding burnt-out execs to become more purpose-driven?

Get specific. A defined niche and business consulting strategy doesn’t just make your messaging clear — it simplifies your marketing, sharpens your services and strengthens your reputation. Without overthinking, spend some time determining who you really want to work with, and what you want to help them do. Extra points if it’s something you’ve lived and breathed yourself. That on-the-ground experience is gold in this space.

Also, look at gaps in the market. Perhaps you’ve noticed a trend in your field where managers are promoted but not trained, or teams scaling too fast without leadership infrastructure. These are your inroads. Own them.

• Craft Offers That Actually Solve Problems

Your services need to do more than just sound good — they need to work. The surest way to ensure you hit the mark? Talk to your ideal clients. Seriously, get on some calls, find out what they’re struggling with and listen. Then, use the information you learn to guide your packages.

Start simple. A signature program or framework that helps clients go from A to B in a set timeframe is a solid foundation.  From there, you can fill in the gaps with add-ons like workshops, intensives or retainer-style consulting for continual support.

When you package your offers, focus less on deliverables and more on outcomes. Companies don’t just want “weekly calls” or “leadership training”. They want “better team performance,” “confident decision-making” or “a smoother onboarding process.” Talk their language, and you’ll discover that selling becomes much, much easier.

• Build A Brand That Feels Like You

You don’t need to have a flashy logo or a complicated website to get started, but you do need a strong brand. And we’re not just talking about visuals — we’re talking about your tone, your voice, your vibe. People buy from people, especially in the coaching world. So let them see the real you. 

Ask yourself: what is unique about your coaching? What do you believe in? What unique needs do your clients have that others might not? Use that to guide everything from your website copy to your LinkedIn posts. On the subject of LinkedIn — don’t snooze on it. Undoubtedly, it’s one of the best platforms for B2B coaches to attract clients and establish authority in your field. Begin by showing up regularly, sharing insights, asking questions, and engaging with your niche. Over time, this builds trust and visibility (and yes, leads).

• Set Your Pricing and Know Your Worth

Pricing can be a total mind-mess, especially when you're just starting out. The key is to move away from hourly rates and toward value-based pricing. What’s the outcome your client achieves from hiring you, and what’s it worth to their business? If you are saving someone hours of decision fatigue, preventing them from making a hiring mistake, or helping their team working better — those are outcomes that explicitly impact their bottom line. Your pricing should take this into account and you shouldn’t shortchange yourself. 

Do some competitor research, sure — but don’t just copy what others charge. Think about your experience, your niche,and the value you provide. And for heaven’s sake, don’t charge less just because you’re a newbie. Starting too low makes it harder to raise prices later and can actually make potential clients doubt your credibility.

• Create Content That Builds Trust (And Brings In Leads)

Content marketing doesn’t have to be complicated — it just needs to be consistent. Think anything from blogs to emails, case studies, social posts, or even short videos.  Your goal? Be generous, share knowledge, and offer a small amount of advice/support at the start. 

Begin with what you already know. Do you have an EPIC framework for managing overwhelm in leadership? Break it into a post. Got a new hire onboarding checklist? Turn it into a lead magnet. It’s not about being polished or perfect, just helpful and human, so think of content as a conversation starter. And don’t overlook social proof. Testimonials, client wins, feedback snippets — sprinkle them across your content and website. There’s nothing that sells your coaching quite like hearing someone say “this changed my business”.

• Keep Learning, Growing and Showing Up

Running a coaching business is a bit of a rollercoaster. Some weeks you’ll feel like you are killing it, others you’ll think “what did I get myself into?”. That’s normal. The main thing is to keep learning — about your niche, your industry, your clients, yourself.

Invest in your own development, whether that’s through mentors, masterminds, or courses. Keep refining your skills and adjusting your offers based on feedback and results. And above all else — be consistent. The most successful coaches aren’t always the smartest or the coolest, they’re the ones who show up, put in the work, and adapt with the times.

Wrapping Things Up

Building a B2B coaching business isn’t about having all your ducks in a row from day one — it’s about taking that leap, learning as you go, and staying grounded in why you’re doing it. As long as you’re passionate about helping as many people as possible, and willing to put that into action, then you’re well on your way. The rest will fall into place.

You’ve got this. Now go build something great.