Small businesses are a vital part of the economy – but the road to success is often challenging. From financial uncertainty and client acquisition to key strategic decisions, entrepreneurs face numerous obstacles. This is where coach and business consultant Gertrud Hansel steps in. With years of experience, she helps self-employed professionals and small businesses grow, both economically and personally. In this interview, she explains why coaching is about more than just numbers and strategies, what makes small businesses special, and which pitfalls should be avoided.
BI: Hello, Ms. Hansel. Thank you for taking the time to speak with us. You are a coach, trainer, and business consultant who primarily supports small businesses in their development. Could you start by telling us how you got into coaching?
GH: Thank you for having me! My journey into coaching began through an exciting project for start-ups. As a business economist, my initial focus was on numbers, data, and facts – I firmly believed that these were the keys to entrepreneurial success. However, I quickly realized that this was only half the story. Businesses are run by people, and it is essential to consider the person behind the numbers. My motto is: “Behind every successful business stands a successful person.” This realization drives me to continuously expand my expertise in business administration while also addressing the psychological aspects of self-employment and freelancing.
Why did you choose to specialize in small businesses? What appeals to you about this target group?
Most of my clients are people who start their own businesses in fields they are either highly talented in or deeply passionate about. Many of them do not aspire to build massive corporations – they simply want to turn their passion into a profitable business. The challenges and issues faced by small businesses are very different from those of large corporations. In my workshops, I emphasize peer-to-peer exchange, which fosters productive collaboration. I never intentionally focused on a specific industry; my specialization in small businesses developed organically from my desire to support these entrepreneurs holistically. This target group is particularly important to me. Many small businesses do outstanding work, create jobs, and deserve to be successful.
What approach do you take in your work?
My goal is to help people shape their businesses in a way that brings both financial success and personal fulfillment. These two pillars form the foundation of my work. I always coach and advise my clients based on their individual goals. Identifying these goals is the first step. Many clients decide to continue working with me based on this initial consultation. Together, we analyze their current situation, define the next steps, and implement them. In coaching and training, I provide my clients with tools to help them sustainably develop themselves, their teams, and their businesses. This holistic combination of coaching, training, and business consulting has proven to be highly effective in practice. For me, it keeps things diverse and engaging, and for my clients, it generates real results.
What are the most common issues entrepreneurs and business leaders come to you with?
Rarely do clients seek my help due to a lack of professional expertise. However, over time, they realize that they need more knowledge in areas such as client acquisition, sales, leadership, or financial management. Without these skills, they often experience unnecessary stress and uncertainty. The most common reasons for reaching out to us include excessive stress, a lack of practical solutions for business challenges, and, of course, the desire for increased revenue and profitability. Freelancers, in particular, often live from month to month and seek more financial stability. Over time, they recognize the importance of investing in their business, yet they often lack the time or financial resources to do so. The desire for change is usually the main driver – whether financial, communicative, or personal. A large portion of my clients come to me through referrals; they have seen how other business owners have achieved more stability and success through our collaboration.
Can you recall a particularly challenging or extraordinary situation from your work?
One of the biggest challenges for me is when clients come to me too late. “Too late” means they are sometimes overwhelmed by piles of unpaid invoices and reminders and no longer know how to manage their daily operations. In such cases, ongoing therapy would often be beneficial – but access to these services is limited. Many business owners only realize the need for action when they are already in crisis, which makes our work both challenging and incredibly valuable.
On the other hand, I always find it extraordinary when people develop clear goals and proactively work toward them. I deeply admire those who focus on their “towards” rather than their “away from.” They seek guidance far before reaching a crisis or experiencing major dissatisfaction. They actively seek out knowledge and support, which allows them to grow their businesses in a much more relaxed and strategic way.
Statistically, there are more male than female entrepreneurs. Why do you think that is? Are there differences in the industries where men and women operate?
In my experience, women in self-employment often seek greater security than men. As a result, they tend to work as freelancers rather than running larger businesses. Low initial investment is usually a priority for them.
Men, on the other hand, often plan their entrepreneurial journey with a longer-term perspective, whereas women tend to think in shorter time frames and act with more caution. This may be influenced by the fact that women still handle a significant portion of caregiving responsibilities. Additionally, many men still feel societal pressure to be the primary breadwinner, which can influence their decisions.
Do you have any advice you would like to share with women entrepreneurs?
I often encourage women to consider that freelancing with small children can, in many cases, be more manageable than traditional employment. However, if they lack crucial knowledge in areas like client acquisition and sales, they can quickly find themselves in financial constraints that may also impact their retirement planning. Beyond their professional expertise, it is just as important for women to develop and strengthen their business leadership skills.
In my courses, I also observe that with the right support and a strong network, women become much bolder when it comes to healthy growth and investments that ultimately drive business success. Currently, solo entrepreneurs can receive a 90% subsidy for further education. Investing in training on business management topics is always worthwhile.
It seems like the coaching market is “saturated.” Self-help bookshelves keep getting longer. How do you perceive the competition, and how do you handle it?
The School for Entrepreneurs has been around for more than 25 years. Over time, I have built a loyal customer base and received numerous referrals – many of my clients return or send their managers to me. Regarding the current coaching market, I, like many of my colleagues, have mixed feelings. A significant issue is the abundance of coaches who lack proper training or necessary qualifications. However, I have learned throughout my career that there is a right coach for everyone. Despite the increasing number of coaches, more people are recognizing the value of coaching and training. I see this as a positive development and an opportunity for those who genuinely want to provide meaningful support.
There is ongoing discussion about whether AI chatbots can offer psychological support, particularly for patients facing long wait times for therapy. Are there similar considerations in the coaching field?
The discussion about AI in coaching is certainly intriguing and shows that, in some cases, it can offer short-term alternatives. However, the complexity of business coaching has led me to remain committed to personal coaching and training. The direct interaction and real-time exchange with clients have proven invaluable over the years – and no technology can replace that.
Whether it’s financial success, strategic clarity, or simply greater peace of mind in daily business life, good coaching can make a real difference. Gertrud Hansel demonstrates that while economic figures matter, it’s ultimately about the people behind the business. Her key advice: Seek support early and invest boldly in personal and professional growth.
This interview was conducted in January 2025.