These 5 Beliefs May Be Holding You Back From Selling Coaching Services Confidently

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Happy young female coach
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Highlights: Selling coaching services can be tricky, and limiting beliefs can get in the way of you doing it successfully. Discover how you can overcome them.
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The best salespeople in the world spend 80% of their time working on their mindset and 20% of their time learning sales techniques because they know the truth:

You could be the best at what you do…

You could offer incredible products or packages…

You could have a fantastic sales script…

But if you don’t have the right mindset, you won’t be attracting coaching clients and closing contracts.

So learning how to sell coaching services starts with releasing these five limiting beliefs.

1. I Have to Become a Sales Rockstar… Right This Minute!

Actually, no, you don’t.

No one is born knowing how to sell or how to persuade and influence others.

The truth is that selling is a skill, and just like riding a bike or learning how to play the guitar, it takes time and practice to get really good at it.

If you start out with high expectations (like, “I need to create 30 new clients in two weeks” or “I need to go from $0 to $20,000 in a month”), chances are, you’ll end up disappointed.

Worst of all, you might be tempted to quit even before you can succeed.

Instead, give yourself time to practice the art of selling.

Set a few attainable goals and a reasonable timeline, and make them a part of your personal development plan.

There are a lot of helpful resources on how to sell life coaching services. So keep your eyes open for books, courses, guides, and sales coaches who can help you accelerate the process and improve your sales skills.

It will pay off in the long run and contribute to your efforts in coaching business development.

2. I Need to Succeed More Than I Fail

This is an ambitious goal, but it’ll likely set you up for the exact thing you want to avoid: Failure.

If you go into every sales conversation with an attachment to the outcome, your clients will smell the desperation.

If you approach potential clients thinking, “I need to get them to say yes,” they will sense that and turn away.

And who can blame them? You probably wouldn’t sign with a coach who seems desperate, either.

So what can you do instead? Show, don’t tell.

When you’re on a sales call, think of it as a coaching call. Focus on creating transformation for your potential client. Ask them about their biggest challenge and show them how you’d approach it with coaching.

This gives them a taste of what it’s like to work with you and your skills, so they will be more likely to return to you as paying clients.

Male coach in a coaching conversation

3. They Don’t Want Me to Sell to Them

Many coaches think their potential clients hate being sold to, but this is far from the truth.

People don’t dislike being sold to. They dislike those who sell without integrity. That’s a big difference.

When a potential client gets on a call with you, they want to hear the truth.

They want to know about your coaching skills, and they want to know how you can help create a change in their lives. And if they feel good about what they’re hearing, they want you to share how they can work with you.

In other words, they want you to sell.

So tell your clients what they need to know, and give yourself permission to share your offer with them.

When you do, you’ll feel more relaxed and inspired to sell yourself.

4. I’ll Attract More Paying Clients If I Lower My Rates

This belief is probably the most damaging one on this list.

So many coaches—even those who’ve been in the game for a while—believe that their challenges around selling have to do with their price.

They decrease their rates and end up wondering why their sign-up rate dips even lower.

Here’s the truth: Clients aren’t looking for the cheapest coach. They’re looking for the one who can deliver the biggest value to them.

This is why there are coaches who can charge thousands and thousands of dollars for a few hours of their time and still have a long waitlist of clients.

If you want to improve your sign-up rate, forget about compromising on the price.

Instead, focus on becoming the best coach you can be, and your sign-ups will skyrocket on their own.

5. I Need to Perfect My Sales Pitch

Pitching a client during a sales call is a bad idea.

Yes, you need to know how to describe your business and answer your client’s questions, but don’t rely on scripted answers.

You’re not a used car salesman; you’re a coach.

So don’t pitch your client; talk to them.

Memorizing a sales script will sound canned and inauthentic, which will lead to your client losing trust in you. So forget about the script and have a conversation instead.

You might wonder how to sell coaching services online, where you’ll need to establish a trusted connection with your client through a screen.

However, conducting your discovery calls online can actually help your case.

Establishing an online presence on your website and social media gives your clients a chance to look you up beforehand. This way, you can simply focus on answering their questions and bringing your most authentic self to the call.

Become a Client Magnet

Even the highest-paid coaches in the world started out with zero sales. They all worked on their mindset and practiced their skills to get to where they are today.

Overcoming these five limiting beliefs is a great place to start shifting your sales mindset. And when you do, you’ll be able to connect with potential clients from a place of love, authenticity, and genuine confidence.

If you want to dive deeper into the art of masterful coaching, join us in the free Become a Mindvalley Certified Life Coach masterclass.

Here’s what Nimmy Sabu, a holistic life coach from Herndon, U.S.A., who went through the program, said about it:

I learned to thrive in discomfort and break many of the patterns that were holding me back for a long time. This program gave me hope and encouraged me to challenge my own beliefs. It helped me get clear on my core values and base my choices and decisions on these values to create a life that is fulfilling and of service to others.”

So take the step, like Nimmy and the thousands who went through the program. Because coaching isn’t just about guiding people; it ignites transformations.


Images generated on Midjourney.

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Annamaria Nagy

Annamaria Nagy

Annamaria is a freelance writer for Health + Wellness and Transformational Education brands. Formerly, she was the writers lead and the head of SEO at Mindvalley. She works with coaches and mission-driven brands to amplify their impact with strategic, value-driven copywriting.
Written by

Annamaria Nagy

Annamaria is a freelance writer for Health + Wellness and Transformational Education brands. Formerly, she was the writers lead and the head of SEO at Mindvalley. She works with coaches and mission-driven brands to amplify their impact with strategic, value-driven copywriting.
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Ajit Nawalkha is the co-founder of Mindvalley Coach (formerly known as Evercoach by Mindvalley) and a world-leading business coach. Ajit’s passion is to make the world a better place and empower entrepreneurs to be the change the world needs.

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Mindvalley is committed to providing reliable and trustworthy content. We rely heavily on evidence-based sources, including peer-reviewed studies and insights from recognized experts in various personal growth fields. Our goal is to keep the information we share both current and factual. To learn more about our dedication to reliable reporting, you can read our detailed editorial standards.

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Mindvalley is committed to providing reliable and trustworthy content. 

We rely heavily on evidence-based sources, including peer-reviewed studies and insights from recognized experts in various personal growth fields. Our goal is to keep the information we share both current and factual. 

The Mindvalley fact-checking guidelines are based on:

To learn more about our dedication to reliable reporting, you can read our detailed editorial standards.