Coaches are always suspect of officials they don't know. And, some feel insecure with "rookie" officials, especially, in big games. Or, it may be they don't like the way you look, or, the belt you wear, or whatever...
If a coach is a chronic complainer nothing lights them up better than a mistake. Your job is to put water on the fire. One of the methods that works with some coaches is "the look". Just give the coach the stern look, like I heard you and that is enough. Or, you might add a stern, "Coach!" with the look.
If he is crossing the line you could ask him to repeat what he said, if he is dumb enough to repeat it, he deserves a flag.
You want to avoid a flag on a coach if at all possible. But, if necessary, let him know it is on him. Do not throw the flag with your back toward him. Be firm, turn toward him, and toss the flag to let him know the flag is on him. Be careful to not let the toss show emotion because most of all you do not want to look out of control.
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