Crafting Authentic Connections: A Coaches Guide on How Not To Sell Coaching

Recently, I received an email from a Master Coach with a unique title "How not to Sell Coaching" Typically, such emails focus on leveraging clients' emotions to drive sales. However, this particular message sparked a revelation for me. Inspired by this, I've penned down some insights aimed at assisting coaches who, like me, strive to sell with authenticity.

Because Selling coaching services can often evoke discomfort. Coaches genuinely aim to assist, yet aggressive sales tactics can sometimes turn away potential clients. This article aims to illustrate how coaches can offer their services without inadvertently making individuals feel inadequate or inferior. It's crucial to set a positive tone from the outset, ensuring that the coaching journey begins on a constructive note.

Many coaches, unintentionally may portray their potential clients in a negative light through their marketing efforts. Words matter, and even subtle nuances can inadvertently suggest that clients are "losers" in need of fixing. While this isn't the coach's intent, negative language can show up in promotional content and conversations, alienating potential clients. Therefore, coaches need to be mindful of their language when promoting their services, steering clear of anything that may imply a client's inadequacy or failure.

I Coach Losers Like You

Understandably, coaches wish to highlight the challenges their clients face without inadvertently labeling them as failures. Here are examples of how language can unintentionally convey a negative perception:

• I help people who are stuck in life.
• I work with leaders who’ve hit a wall.
• I work with seasoned business leaders who wonder if they’ve lost their edge.
• I coach young moms who want to pull their hair out.
• I coach people who want to lose weight but can’t stick with a diet.
• I help small business owners who are in over their heads.
• I coach retired people who’ve lost their purpose in life.

Each of these examples inadvertently contextualizes the client's situation negatively, potentially alienating them from seeking coaching support.

Say I Am Here To Help

In marketing our coaching services, we aim to emphasize that clients have a problem that our coaching can help them solve. However, in describing the problem, we risk making it seem like we perceive the client as the issue. This is not our intention. We believe that clients are not the problem, but rather they have a problem they need assistance with. We need to find a careful balance to convey that clients are doing the right thing by addressing their problems and highlighting their strengths and abilities.

What does it sound like to contextualize the client as a winner? Here’s what it can sound like:

• I help people gain momentum in life.
• I work with leaders who are scaling new obstacles.
• I work with seasoned business leaders who refuse to lose their edge.
• I coach young moms to develop immunity to frustration.
• I coach people who are ready to do what it takes to get healthy.
• I help small business owners whose success is bringing fresh challenges.
• I coach retired people who found a desire for a new purpose in life.

By adopting a more positive approach, we can convey to clients that we recognize their potential for growth and success, reframing them as individuals seeking guidance rather than individuals in need of fixing.

Embracing a Heroic Mindset:

Just as exceptional athletes rely on a team of coaches to support their development, our clients are strong and capable individuals seeking guidance to maximize their potential. It's crucial to avoid implying that clients are lacking in any way. Instead, we should highlight their strengths, resourcefulness, and readiness to achieve their goals with our support.

The key to selling coaching services authentically lies in embracing positive language and reframing our clients as capable individuals on a journey toward growth and success. By doing so, we not only attract potential clients but also establish a foundation built on trust, respect, and mutual empowerment.