How to successfully promote and sell your coaching, without coming off as sleazy and losing integrity

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Does the thought of selling your coaching leave you cold? Do you struggle to get past the limiting beliefs that you have around selling? I.e That self-promotion and selling is sleazy, needy and makes you feel greedy and out of integrity?

If this feels true for you, then you probably have a hard time showing up ‘large and in charge’ when it comes to sharing your gifts and services with the world.

And the knock-on effect is that people don’t know what you offer, miss out on the opportunity of working with you and you and your business suffer.

In my 23 plus years in the arena of sales (before I transitioned to helping entrepreneurs with sales in 2015, I was a sales manager, coach and mentor for sales professionals in Financial services) I’ve come by some fundamental principles that make all the difference to your success in sales.


I’ll never stop beating this drum because it’s the one that transformed my business, and it’s how I help my clients activate their results.
Align with your passion because everything you do with be infused with this infectious and influential energy.

Stop trying to sell coaching.

𝙔𝙤𝙪’𝙧𝙚 𝙣𝙤𝙩 𝙨𝙚𝙡𝙡𝙞𝙣𝙜 𝙘𝙤𝙖𝙘𝙝𝙞𝙣𝙜 Nobody is buying coaching – they never have and never will. You’re selling the outcome of coaching and people are buying solutions, benefits and pay-offs.
So rather than focus on trying to sell your coaching programmes, focus on the transformation that you’re facilitating in your client.
A common complaint is: “𝘾𝙤𝙖𝙘𝙝𝙞𝙣𝙜 𝙞𝙨 𝙛𝙡𝙪𝙛𝙛𝙮 𝙖𝙣𝙙 𝙩𝙝𝙚𝙧𝙚𝙛𝙤𝙧𝙚 𝙥𝙚𝙤𝙥𝙡𝙚 𝙙𝙤𝙣’𝙩 𝙨𝙚𝙚 𝙩𝙝𝙚 𝙫𝙖𝙡𝙪𝙚”
If you’re subconsciously down-valuing yourself or the service you provide, it doesn’t matter how fancy your marketing, others will NOT see the value!
Personally, I believe coaching is one of the most powerful and empowering, interventions for facilitating lasting change and personal growth and if you’re a coach, so should you.
When YOU embrace the value of your service wholeheartedly, then others will too.

Sales through Service.

This was actually a company motto from my corporate days. Sales Through Service. Coaches say to me “𝙎𝙚𝙡𝙡𝙞𝙣𝙜 𝙛𝙚𝙚𝙡𝙨 𝙤𝙪𝙩 𝙤𝙛 𝙞𝙣𝙩𝙚𝙜𝙧𝙞𝙩𝙮, 𝙄 𝙟𝙪𝙨𝙩 𝙬𝙖𝙣𝙩 𝙩𝙤 𝙝𝙚𝙡𝙥 𝙥𝙚𝙤𝙥𝙡𝙚”

So go out there and help people! “Coach your ass off” as one of my early doors business coaches once told me. Coach through content; answer your ideal clients burning questions via live streams; webinars; blogs; social media posts. Make your content count and serve!
The clients will come in.

Reframe your call from sales to discovery

By virtue of that last point, you will attract hot leads who follow you, love your message and reach out to you. So when they get on a call with you, change your mindset from sales call to discovery call.

You are asking questions that enable you to discover whether the prospect is a good fit for what you offer, like a GP diagnosing the problem and then prescribing a solution.
70% of the sale has already happened before the prospect booked the call because they’ve been “following you” on social media.

Should you 𝙛𝙚𝙚𝙡 “𝙤𝙪𝙩 𝙤𝙛 𝙞𝙣𝙩𝙚𝙜𝙧𝙞𝙩𝙮” 𝙤𝙛𝙛𝙚𝙧𝙞𝙣𝙜 𝙮𝙤𝙪𝙧 𝙨𝙚𝙧𝙫𝙞𝙘𝙚𝙨, 𝙚𝙫𝙚𝙣 𝙤𝙣 𝙖 𝙙𝙞𝙨𝙘𝙤𝙫𝙚𝙧𝙮 𝙘𝙖𝙡𝙡, it’s most likely 𝙗𝙚𝙘𝙖𝙪𝙨𝙚 𝙮𝙤𝙪’𝙧𝙚 𝙨𝙩𝙚𝙥𝙥𝙞𝙣𝙜 𝙞𝙣 𝙬𝙞𝙩𝙝 𝙮𝙤𝙪𝙧 𝙤𝙛𝙛𝙚𝙧 𝙩𝙤𝙤 𝙨𝙤𝙤𝙣.
It’s annoying for the prospect as they feel like they haven’t really been heard AND they’ll feel like they’re being sold to!
Just like if you went to your doctor and said “I’ve got a rash” and the doctor immediately responds with “Ah! you need this cream” without asking any questions.
A discovery call is about asking deep dive questions that enable you to gain a complete 360 degrees understanding of your prospects position.
When you have that view, then it would be out of integrity not to offer your solution if it’s a fit.

𝘿𝙤𝙣’𝙩 𝙞𝙨𝙤𝙡𝙖𝙩𝙚 𝙨𝙖𝙡𝙚𝙨 𝙖𝙣𝙙 𝙨𝙚𝙡𝙡𝙞𝙣𝙜 𝙖𝙨 𝙖 𝙨𝙩𝙖𝙣𝙙𝙖𝙡𝙤𝙣𝙚 𝙖𝙘𝙩𝙞𝙫𝙞𝙩𝙮.

Your daily activities of sharing your mission and your message, inspiring with your valuable content and teaching tips is all part of the bigger picture.
You’re developing know, like and trust.
You’re building a following and attracting your ideal clients and people are ‘buying’ into you even before they reach out to start working with you.

𝙔𝙤𝙪𝙧 𝙥𝙧𝙤𝙨𝙥𝙚𝙘𝙩𝙨 𝙖𝙧𝙚 𝙥𝙧𝙞𝙣𝙘𝙞𝙥𝙖𝙡𝙡𝙮 𝙘𝙤𝙣𝙘𝙚𝙧𝙣𝙚𝙙 𝙬𝙞𝙩𝙝 𝙩𝙝𝙚𝙞𝙧 𝙥𝙧𝙤𝙗𝙡𝙚𝙢𝙨 𝙖𝙣𝙙 𝙬𝙝𝙚𝙩𝙝𝙚𝙧 𝙮𝙤𝙪 𝙘𝙖𝙣 𝙝𝙚𝙡𝙥 𝙩𝙝𝙚𝙢 𝙤𝙧 𝙣𝙤𝙩

Don’t waste time describing how awesome your coaching is or trying to sell them your process of how you get them from their A to their B.
Surprise and delight them with your processes once they have signed on the dotted line. Until then talk in terms of the value and the pay-offs of working with you.

And a final word:
Remember why you started your business in the first place.
Access that purposeful energy and show up consistently, operating from a place of authenticity.

Sales isn’t the blocker, only your mindset around it is holding you back.

Show up, large and in charge and share your message so those people who need you can find you!

Love Sanae

P.S. I’ve been coaching, mentoring and training in sales for over 23 years – 17 years in Corporate financial services and 6.5 years in the online space, helping coaches to sell their coaching! If you want my help to do what you love, love what you do AND get paid for it, then let’s talk. You can message me here on LinkedIn or schedule a strategy call with me using this link: Strategy call with Sanae


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