Sell Coaching Without Coercion

What’s the best way to sell coaching with integrity?

You have to believe in the product.

I used to sell coaching by “paying it forward”.

Coaching gave me my own personal breakthroughs…

…and, in turn, I’d tell everyone how great coaching was…

…that coaching could make breakthroughs possible for them as well.

But I started to have doubts…

…when my husband and I divorced after 19 years of marriage.

I was supposed to be a coach…

…but I couldn’t even save my own marriage.

Why would a coach have doubts about the power of coaching…

…just because their life isn’t perfect?

Most coaches believe they should be living proof that coaching works

…proof that you can get any result you want…

…that all things are possible with enough coaching.

You have to believe in the product.

The problem with that ideal?

Coaches end up thinking that their life reflects on how good (or bad) coaching is.

If they’re broken, then coaching must be broken.

So, if your life isn’t so great right now…

…the conversation becomes “Coaching doesn’t work for me.”...

…which gets generalized into “Coaching just doesn’t work.”

When it happened to me…

I couldn’t face myself or my clients…

…let alone new clients who had their own doubts about coaching.

I was afraid to enroll clients into coaching…

…because I doubted the power of coaching

…and its ability to transform lives.

I thought “This coaching thing doesn’t help the way I thought it does.”

But, then I realized my mistake.

Top of coaching pedestal

I had put coaching high on a pedestal

…expecting that it would make everything in my life perfect.

And when it didn’t do that…

…I crucified it.

So before I could start enrolling clients with integrity again…

I had to sell myself on the value of coaching.

I decided to recapture my faith in coaching…

…by proving to myself that it could transform my own life first.

So I got some coaching…

My coach told me “life is 50/50, half positive and half negative. How does that apply to your marriage?”

I responded, “Some of my marriage was positive… but some was negative. And then it ended.”

My coach said, “That sounds a lot like life to me.”

I realized that a lot of my thoughts centered on my marriage (and my life) being perfect.

Next, my coach said, “It’s normal to want to avoid the negative feelings in life. But if you avoid them, you stop feeling altogether.”

“Can you accept and include the negative thoughts with the positive?”

I was judging myself and my marriage harshly.

I was trying to avoid these negative thoughts.

I had to be willing to explore all my negative feelings.

Finally, my coach helped me learn how to process those feelings and move past them.

Those breakthroughs allowed me to have a good relationship with my ex…

…in fact, we shared a beer while discussing plans for our son’s education last week.

(NOTE: If you want to learn how to start your own coaching business, then check out this webinar, called “How to Start Your Coaching Business in 30 Days  During the webinar, I’ll cover how to get your first paid clients fast and make it feel natural for you. Click HERE now to attend the webinar.)

How did all this impact my ability to sell coaching with integrity?

I realized that I had to take “the good with the bad” in coaching, too.

I realized that I could treat coaching like marriage…

…just because it’s not all good doesn’t mean it doesn’t work.

So I stopped judging my coaching so harshly, just like I stopped the judgment in my marriage.

Because I was willing to put my faith in the power of coaching…

…it changed how I thought about my relationship with my ex…

…which changed how I treated him.

And now, when there are challenges between me and my x-husband…

…I put on my coach hat.

And, as a result, he tells me how lucky he is to have me as his ex.

Selling coaching with integrity relies on staying grounded in what coaching makes possible.

If you experience the value of coaching…

…you’ll confidently share it all the time.

Ask these questions to remind yourself of the value you’ve already experienced from coaching:

  • When have you made a change for the better in someone’s life because of coaching?
  • What are some of the benefits you’ve received from coaching?
  • What kind of progress have you made in your life as a result of coaching? (Think about where you were before you started coaching versus where you are now.)

Then, remove any remaining barriers to your coaching belief…

Is there anything standing in the way of your belief in the value of coaching?

Let go of it.

Just like the Parthenon in Greece has stood the test of time because its pillars are so strong…

5 Pillars Coaching

…There are pillars of belief that can support your confidence in coaching’s value.

These pillars include:

  1. Examples of coaching’s value in your life
  2. Examples of coaching’s value in your clients’ lives.
  3. The belief that “I’ve gotten value from coaching”.
  4. The belief that “I’ve helped people through coaching”.
  5. The belief that “Coaching has been critical for my progress”.

Since I have so many strong pillars of belief in the value of coaching…

…I HAVE to share it with EVERYONE.

Because my BELIEF is so STRONG.

THAT BELIEF creates integrity in selling coaching.

Fancy sales training is not required…

…just the belief that you have a tool that can transform lives.

…just the belief that coaching can make the world a better place.

What beliefs allow you to boldly share coaching with anyone?

Colette “Living Proof” Coiner

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