Becoming an Excellent Salesperson as a Coach

Josh Dykes

Picture this: you’ve poured your heart into crafting a transformative coaching program. You have spent dozens of hours over many months training to become a coach. But your schedule is empty. Where are the eager faces? Where are the “you changed my life!” emails?

Let’s face it, coach: attracting clients is a crucial, yet often neglected, aspect of building a thriving coaching business. This blog is your roadmap to becoming a coaching sales rockstar, attracting ideal clients without resorting to cheesy tactics or sleazy persuasion.

Why Selling as a Coach Matters (Besides Paying the Bills)?

Remember the parable of the loneliest tree in the forest? No matter how majestic its branches, if no one appreciates its shade, it stands alone. The same goes for your coaching magic. Selling isn’t just about money; it’s about making an impact. By mastering the art of attracting clients, you empower yourself to transform more lives, share your wisdom with the world, and build a sustainable business that fuels your passion.

Your ideal clients aren’t just waiting for your sales pitch; they’re actively researching, comparing, and educating themselves. This means your sales approach needs to be subtle, informative, and value-driven.

Josh Dykes – SPEAKup Challenge

The Coaching Sales System:

Here is our 5-step system designed to make you a sales magnet.

Step 1: Know Your Ideal Client (Like, Really Know Them):

Imagine trying to sell sunglasses to a penguin. Pointless, right? The same goes for generic marketing. Instead, identify your ideal client with laser focus. What are their biggest struggles? What keeps them up at night? Where do they hang out online? By understanding their wants, needs, and online habits, you can tailor your message and attract clients who are a perfect fit for your magic.

Step 2: Content is King (and Queen):

Gone are the days of pushy sales pitches. Today’s clients are savvy and information-hungry. Become a content creation machine, sharing valuable blog posts, engaging social media updates, and insightful freebies. Don’t just sell your program; educate, inspire, and empower. By consistently providing valuable content, you establish yourself as a trusted authority, build trust, and position yourself as the go-to solution for their problems.

If you have access to paid marketing, you can short cut this journey but your organic content will still be an important thing for your audience and community growth.

How much content?

It may seem like a lot but aim for a daily injection of some content. It doesn’t need to take that long. A 2 minute video, a written post or a nice image with a few words. When you seek a daily plan, you will become more skilled at creating content

Videos are one of the best ways to get your (actual) voice heard in todays busy social media landscapre. You are the face of the business, so get it out there. It is the thing many coaches struggle with but once you get past it, life becomes a lot easier.

Step 3: The Power of Storytelling:

People connect with stories. Share your own journey, your struggles, and how you overcame them using your coaching expertise. This emotional connection builds trust and makes you relatable, further solidifying your position as the ideal guide for their transformation. Think of it as weaving a spell, not casting a sales net.

You can learn more about how to tell stories here

Step 4: The Gentle Nudge (Not the Shove):

Once you’ve built trust and provided value, it’s time for the subtle sales nudge. Highlight client testimonials, showcase case studies, and offer limited-time promotions. Remember, don’t be pushy or aggressive. Instead, confidently present the value your program offers and gently guide clients towards taking the next step.

If you have had a great conversation, use the classic ‘If you enjoyed this and want to learn more…’. That can link to your coaching programmes. It is important to let them know about pricing and what is involved. If you are speaking with them, there is a reasonable chance they will be interested. You’ll be doing them and you a disservice if you chicken out on this important step. There are some great tips in this blog from Evercoach

Step 5: Follow Up is Important:

Remember that annoying car salesman who called you 17 times? Yeah, don’t be that guy. But consistent, personalised follow-up is crucial. Nurture leads with valuable emails, answer their questions promptly, and offer additional resources. By staying at the forefront of their mind, you increase the chances of them choosing you when they’re ready to invest in their transformation.

I have had people who signed up YEARS after an initial conversation. See those people as your future clients. Keep in touch, get them onto your email list and keep creating engaging content on social media.

Bonus Tips:

  1. Be Yourself (Because You’re Awesome)

The most important ingredient in your sales recipe? Authenticity. Ditch the fake personas and forced scripts. Embrace your unique personality, quirks, and passions. Clients are drawn to genuine connections, so let your true self shine through. After all, who wouldn’t want to work with a coach who’s relatable, inspiring, and (dare I say) a little bit quirky?

2. Aim for quantity over quality at the start

It is hard enough to take action daily without the pressure of creating something world class. In the early days, your audience is small. This is the best time for you to learn. Remember, we are learning how to build the habit first. Just like going to the gym, showing up and having basic workouts builds the habit of getting to the gym. Then the improvements happen.

3. Consistency is your friend

It may not happen overnight. Think like a professional. you’re building a business for the future. Thsoe small steps may not feel like much now but they all add up!

4. Focus on the right stuff

Don’t worry too much about likes, comments, engaement in the first 30-90 days. You are learning and have a small audience. Your focus should be ‘how much posting have I done’ as a key metric.

5. Embrace Continuous Learning

The sales landscape is constantly evolving. Stay ahead of the curve by attending workshops, reading industry blogs, and connecting with other successful coaches.

Now go forth, intrepid coach! Armed with this knowledge and your unique brand of awesomeness, you’re ready to attract clients, transform lives, and build a coaching empire that makes you proud. Remember, the world needs your magic, so share it with confidence and watch your business blossom.

Next Steps

If you’re ready to overcome your limiting beliefs and become a successful coach, I encourage you to attend one of our 1-Day Coaching Diplomas to start your coaching journey. It’ll help you to develop a plan to achieve your goals and build a successful coaching business. You can also find our beginners guide to becoming a coach here.


Leave a Reply

More great articles

Coaching Quirks and Quacks: A Lighthearted Look at the Funnier Side of Coaching Trends

In the world of personal and professional development, coaching has emerged as a beacon of guidance, empowerment, and transformation. However,…

Read Story

Limiting Beliefs: The Biggest Obstacle to Becoming a Coach

Sarah's Story Sarah had always dreamed of becoming a coach. She loved helping people and she was passionate about personal…

Read Story

How Much Should You Invest in Your Own Coach? Here’s My Rule of Thumb…

What is your #1 priority right now?  Got it? I’d like you to answer one more question... How much of…

Read Story