Everyone already has the information. That the excellence is there within them but something has stopped it.
Coaches can help clarify goals and be a cheerleader for their clients.
Many times women spend so much time taking care of everyone else's needs. A coach helps women take care of their own needs. Since each client has different goals, coaching isn't a one size fits all profession. Obviously you want to find someone who is trained and qualified to help you. There are several certification levels.