ed a fralfred ed mondamond and e c caplin-lewis. >> i have a new appreciation for business coaches. i was like what do you need a coach for to run your business. someone put it to me this way. even tom brady at the top of their games have coaches. coaches can see things you can't see. they can look at you from the outside and the tell why the ball is going where it's going or in your case, why your sales are going to way they're going, and they really pay off. the key is to get someone who can provide you with referrals or people who can say they got measurable results. a lot of coaches talk about how they can inspire you, but it's all about points on the board. >> what does measurable results mean for a business coach? >> if your sales plateaued, you want a coach that has other clients that can say my sales ratcheted up. if the goal is to be more effective with social media, you want someone who says based on the recommendations, my analytics show a stronger sense of conversion. >> i think people think someone is going to help me with leadership, some personal issues around managin