July 25, 2022

How to Sell With Confidence as a Coach

By Lexie Smith

We’ve had the pleasure of experiencing MANY different styles of selling over our careers.

Some coaches address every objection you have and their number one goal is to get that payment NOW over the phone, while others timidly mention they have an offer and leave it at that. There are also coaches out there that have other people sell their services on their behalf. Ultimately, there is not a one size fits all strategy that works for everyone. What might work for one individual, might not feel authentic to others. Here are 7 tips to help you sell with confidence as a coach.

1. Own YOUR Approach

As we just mentioned, there is not a one-size-fits-all strategy that works for every coach out there. To be able to show up and sell with confidence, you have to find an approach that feels authentic to YOU. The first step is to let go of any and all expectations that “you have to” sell like anyone else. While there are many different methodologies out there, here are some of the most common:

  • High-pressure sales — Get them to close NOW. This will involve mastering how to handle sales objections and pushing for the sale on the call.
  • Low-pressure sales — Lead with connection and value, offer the sale, but ultimately be okay with playing the long game.
  • Outsourced sales — Have a team pre-vet and sell on your behalf.

So, which feels best to you?

2. Shift Your Mindset (and Try Word Swapping)

Hate the word (and act of) selling? Do you immediately associate negative words and emotions with the entire concept? If you’re someone that has it deeply ingrained in them that selling is and feels “gross”, we invite you to try instead to think of “selling” as…⁠

  • Inviting someone to join you.⁠
  • Informing someone of an opportunity they might benefit from. ⁠
  • Sharing a solution to someone’s problem so they know it exists should they feel called to engage. ⁠
  • Discussing whether or not this is the right next step for someone. ⁠

Ultimately, selling doesn’t have to feel or be icky. Rather, it can come from a place of service. Thinking anything other than that is purely a perceived mindset block.

3. Knowledge Up

If the thought of showing up to a sales call makes you sweaty and uncomfortable (hello anxiety!) we highly suggest equipping yourself with as many tools (and knowledge) as possible ahead of time. So, what should you prepare ahead of time?

  • Know your offer from the inside out – do NOT find yourself fumbling to remember how many of “X” or how many of “Y” is included in your package.
  • Understand your ultimate transformation; i.e. more important than knowing the details fo your program, is knowing the ultimate end transformation you will be providing as a coach.
  • Arm yourself with testimonials (if available) and if not, be prepared to speak to your authority on the topic (more on that later.)
  • Have a key set of discovery questions ready to go — know what information you need to find out in order to truly vet the candidate (and take notes!)
  • Research who you’re talking to ahead of time (if possible) — we suggest having basic questions outlined in a call form so you can at the bare minimum have access to their social accounts and website.
  • Practice handling objections — two of the most popular are typically price/cost and time. Think through how you will address these objections ahead of time so you aren’t put on the spot while on the call.

Knowledge is power, and arming yourself with such, is 100% in your control (thank you 21st Century!)

4. Know Your Authority

Keep a list close by of ALL the things that make you credible and authority to coach clients on this topic. Read that list prior to ANY sales call, and keep it handy while live. Never underestimate the power of a pep talk – you got this!

5. Release Expectations

This can be easier said than done, but if you can release the expectation or need to close “THIS” client, then your entire energy will shift. Rather than showing up from a place of panic or coming across as borderline desperate, you will automatically appear calmer and more confident to the buyer. One of our favorite mantras to tell ourselves when selling (as cocky as it might sound if you’re new to this), is “Their loss.” Because really, is it! If someone doesn’t sign up with you, it is THEIR loss – they are the ones missing out on the epic transformation, not you.

6. Listen More

One of the best pieces of advice we can give to become more confident when selling is to talk less and listen more. If you ask the right thought-provoking questions, your potential client will LITERALLY give you the answers you need to sell them. So stop trying to think you need to be the one to take up all the space on a sales call. Rather, think of a sales call as a discovery call – ask questions, listen, and take notes. Use what you’re hearing to then tailor your sales pitch accordingly. For example, if they say their biggest challenge is “X” – when you sell, say “my program solves X specifically, because Y.”

7. Practice, Practice, Practice

Like most ALL things in life, practice makes progress. Selling is NO exception. The only way you’re going to become more confident at selling is by getting out there and selling! If you don’t have people lining up for sales call as of yet, enlist a friend or colleague to do a mock sales call. The more you can practice out loud, the easier the real deal will become. Furthermore, return to number 5 – release any and all expectations. Notice how we said “practice makes progress” NOT “practice makes perfect.” Stop trying to strive for perfection, it simply does not exist.

Let’s Wrap This Up

To wrap this lesson on “How to Sell with Confidence as a Coach” up, we want to leave you with a few of our favorite selling quotes from some very smart individuals.

“How you sell matters. What your process is matters. But how your customers feel when they engage with you matters more.” — Tiffani Bova

“Approach each customer with the idea of helping him or her solve a problem or achieve a goal, not of selling a product or service.” — Brian Tracy

“Practice is just as valuable as a sale. The sale will make you a living; the skill will make you a fortune.” — Jim Rohn

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