Why it’s so Hard to Sell Coaching– and How to Make it Easy!

Post #5 in the “How to save time and money when launching your business” series.

If you’ve been struggling to sell or share your coaching services, you aren’t alone. Many coaches find it difficult to find the words to describe the process of coaching. But even if they can describe it well, it can still be an uphill battle to get people interested.

There’s a reason for that. Process doesn’t sell. And it’s not just the process of coaching. Process in general doesn’t sell.

That means that Feng Shui doesn’t sell, Therapy doesn’t sell, EFT doesn’t sell, NLP doesn’t sell  . . .  I could go on and on. I know, it sounds crazy, but hear me out.

It’s true that some people are very successful at getting clients with these modalities. How?

The answer is simple: they don’t share the process. They share the results.

When it comes right down to it, people don’t really

care how they get what they want, they just want it.

So when you enthusiastically try to enroll people in this wonderful process called coaching, you’re barking up the wrong tree. What they really want to know is, will coaching get them what they want?

Change Your Focus from Process to Results

The coaches who have the most clients are the ones who just cut to the chase: They know the results their ideal clients want, and so they put their focus on communicating those results, rather than talking about coaching.

Here’s the good news: it’s much easier to talk about results than to explain the process of coaching!

Here’s an example: Let’s say I’m a relationship coach who works with couples in committed relationships.

If I were sharing the process, I might say:

“Coaching is wonderful for a relationship. Instead of telling you how to solve your problems, I’ll use techniques and ask questions to help you resolve your own issues!”

“I’ll help you discover limiting beliefs that hold you back, and help you find new beliefs that work. Together we’ll get rid of your pesky gremlins and raise your awareness!”

If I were sharing the results, I might say:

“When you work with me, the end results will be a more harmonious relationship with less arguing, a deeper understanding of each other, more quality time together, and you’ll experience a profound intimacy that will strengthen your bond and bring the passion back stronger than ever!”

See the difference? Most people don’t understand the process, and even if you explain it they still don’t get it, not really. But when you talk about what they really want, then you have their attention.

But What if I Can’t Deliver?

I know exactly what you’re thinking right now. You’re thinking: “But how can I promise those results? I can’t make sure they get those things.”

It’s true, you can’t. But what you can do is offer the opportunity to experience those things. It’s up to the client whether or not they take that opportunity. And that’s true for pretty much every process that helps people improve their lives.

It’s always up to them ultimately, isn’t it? That needs to be part of your enrollment conversation, letting them know that you’ll open the door, but they need to walk through it.

They need to do the work. They need to step up and grab that brass ring. 

So next time someone asks you what you do for people, skip the explanation on what coaching is and cut to the chase – you help them get results!!

Continue reading for tip #6.

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