Number 1 Reason Why You Can’t Sell Coaching

Show Notes

Is your coaching selling well, or is it a bit slow? How’s it going? Things aren’t happening as fast as you’d like? Well, do you know what the number one reason that people don’t buy coaching is? No, it’s got nothing to do with you. It’s got to do with them. They don’t think that coaching will work for them.

Wrong Mindset

And as I say, it has nothing to do with you. They’ve coached with somebody else or might have done some consultancy that people told them was coaching. Maybe they’ve even done some therapy or they’re not really sure what coaching is. It’s a bit of a mythical thing, and they just don’t think that they will be able to do the work and that it will work for them. That is the number one reason that people don’t buy coaching.

Build Connection

So, what are the things you can do to help them along their journey? The first thing is connection. Are you really connecting with your people? If you’ve listened to Small Business Talk at all, you will know that I always talk about the ‘one person.’ It is so much easier to put all your energy and focus onto one person.

So think of that person, that amazing person. Think of them like your best friend. What is it that one person would like? Give that person a name – Sam. What is it Sam would like? Would they be happy with that thought, or would they think the content or impression is a bit ho-hum? Or would they think, “That is me. That’s exactly what I’m thinking. I’m thinking I can’t buy coaching because I don’t know if I could do the work.”

You need to tell them all the whys and the steps, reassuring them that you’re going to support them so that they can do the work. You will be there to help them. You’ll keep them accountable, whatever it is that you do.

You know when you go on a diet, and it works for a little while, and then suddenly you start eating those carbs again or don’t get quite as much exercise as you should? You slip up, and it’s one day, then two days, then ten days, and suddenly the diet’s gone completely. The next time you think about going on a diet, you think, “Oh, but I didn’t do it last time.” Especially if you’re paying for these things, and you might be paying a lot of money, so you think, “Maybe I’ll go back to the old one and start again,” and then it doesn’t work. This reinforces that pattern of “It doesn’t work.”

So, this is often what your people have experienced before they come to you. In your marketing, in your copy, and in the way you’re talking to people, how can you overcome those fears before they even think, “I’m not going to coach with this person. I’m not going to coach with you because I coached with them, and it didn’t work”?

If you’re not making that connection with them, if you’re not telling them what your process is (“We’re going to do this, and we’re going to do that”), and it’s all client-centred but with a step-by-step framework to help them along, giving them that reassurance that you are the expert and the one who can help them, they’ll talk themselves out of it before you even get a chance to make an offer.

Build Trust

Think about the way you buy stuff, and how can you build that into your copy? Once you have a few case studies, they’re amazing because they show how you’ve helped someone else in a similar situation.

Case studies are powerful because they provide proof that your services work. Even better, if you have a testimonial from the person saying, “Yes, I was in this situation. I couldn’t lose that weight no matter what. I was stuck at the last ten kilos (or pounds), and then I worked with this coach, Sandra. She was fantastic. She helped me with my exercise programme, had weekly calls, and I was able to lose that weight. I became the bridesmaid at that wedding, went on holiday, wore the bikini, and looked fantastic. And now, a year later, I’ve still kept the weight off.”

These stories help people understand what problems can be solved. And sometimes, showing how clients overcame a few challenges along the way can resonate deeply because we all wonder, “Will I be able to do this? Is it worth the money?” Are you showing them the value? Case studies and testimonials are fantastic ways to build trust.

People believe other people’s experiences with your services far more than they believe what you say about yourself. If someone stands up and says, “Hey, I worked with Cathy, and she was amazing,” you’re going to believe that more than me saying, “Hey, work with me, I’m amazing.”

Make Your Message Clear

Confidence is what you need, and you need to be confident in your ability to deliver those outcomes. Be clear about who you are talking to, and what kind of messaging are you doing? Is it clear that you’re the person who can help them? Or is it so vague that no one understands what type of coaching you do?

Even in general life coaching, you need to focus your messaging because if you say you help everybody with everything, no one will know exactly what kind of help you offer. So, put some parameters around your services. Do you work with women? Do you work with men? A certain age group? Or perhaps there’s a specific problem you handle—relationships, money, or health?

Even if you’re a general life coach, you can narrow down the areas you help with so people can say, “Oh, yes, I need help with these five or six things,” or perhaps they only need help with one.

Price Appropriately

When it comes to pricing, do you feel uncertain? Do you chop and change it for different clients? You shouldn’t raise your prices until you’ve reached capacity, but if you’re feeling resentful about what you’re charging, it might be time to adjust. Be sure to provide your best service, no matter the price.

Pricing too low can also backfire. Sometimes, it can signal to potential clients that you won’t stick around or that your service isn’t worth it. I lost a job once because I priced too low. They didn’t think I could do the work for the amount I quoted, so I missed out.

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Cathy Smith Coaching