Kim Avery Coaching

Never “Sell” Coaching Again

by | 16 comments

I’m the world’s worst salesperson. Really. I couldn’t sell mittens to a freezing Eskimo.

mittensSo, for me to try to sell coaching to people who still think that all coaches have whistles hanging around their necks, the game is over before it begins.

You know. You’ve been there.

First, we have to hunt down a qualified prospect and get them to stand still long enough to hear our entire 30-second commercial.   Then, we have to wrestle the very real but barely definable benefits of coaching into words the prospect understands. Finally, if we get that far, we close by stammering out the monthly “investment” they will need to make and …  no wonder selling coaching is hard!

Worse than hard, it’s ineffective as well.

What is a sales-challenged Christian Coach to do?

Get Clients to Look For You

Imagine what would happen if you could turn this whole process up-side down so that your potential client was the one begging (or at least asking) to have time with you.

Let me explain.

Think back to your last major purchase, where did you go to do your research?

If you are like 94% of the population, you looked online. In today’s world when people have things they want to learn and problems they want to solve they go to the Internet to search for help.

They have a need. They want it solved. The information highway is the way to go.

What Does That Mean For You

The key to never selling again is to position yourself so that when your potential clients are looking for help they run across you.

How can you make that happen?

What NOT TO Do

Let’s start with what NOT to do. Don’t assume that they know they need a coach. They don’t. Less than 1 in 10,000 people get on the Internet on any given day and look for a coach.

Instead, they are looking for specific help with their immediate need, and they are Googling keywords to find that solution: better marriage, need a job, weight loss, stress, worry, life balance and more.

A wise coach positions himself so that in your prospect’s Google search, he or she finds you.

What To Do

When you create helpful online content and optimize it so that your information will show up on Google, people will come to you. This is called Content Marketing – intentionally wooing clients to your website by providing relevant, valuable information through online articles, blogs, tools, videos and more.

Every time you post new content, you have the potential to move your website or blog up in the search engines, increase your credibility, tell your story, meet your visitor’s immediate needs, build a relationship and whet their appetite for more of what only you can offer.

While devouring your rich content, sprinkled with information and examples of how coaching can take them deeper still, your web visitor will learn a lot and begin to see the value that one on one coaching provides.

Some will find the answers they need in your articles and go on their merry way. But others, your ideal clients, will want even more of what you have to offer. They will reach out to you to see if you are willing to work with them.

Isn’t it time to stop selling and start helping?

Content Marketing is the easiest way to magnetically draw clients and have them come looking for you.

Do It Now

What is your strategy for posting your content online?

Leave a comment to let us know.


  1. Matthew Reed

    consistent, quality content EVERY weekday. As I blog meaningful content daily I have seen more interest in my blog, more calls about coaching and more clients. That and a strong newsletter are the top two ‘marketing strategies’ that have brought clients my way.

    • Kim Avery

      Hi Matt – Woohoo! I’m so glad to hear that your blogging and newsletter combination is resulting in more interest and more clients. You are doing a great job marketing. Thanks for sharing some of your strategies.

  2. Summer Alexander

    This is very timely Kim. I have recently committed to a set schedule for adding content to my site instead of the somewhat haphazard approach I previously used (I will only write when I’m moved). I’m not quite at the point of adding daily content like Matthew but am consistently releasing new info weekly.

    • Kim Avery

      Congratulations, Summer. I know it is a lot of work to add content regularly but I’m sure the results will far surpass any effort.

  3. Cindy

    Oh, this seems to be the message I need to hear today. I am struggling with fitting blogging into my schedule as I start my business. So much to do! Thank you for the reminder that blogging will pay off.

    • Kim Avery

      Hi Cindy,

      It is easy to get overwhelmed by everything there is to do. Blogging is a great strategy but it is a long-term one. I’m glad to hear you are hanging in there.

  4. Eva Popek

    Hi Kim: I know that feeling of not being a “salesperson”. At one time I worked for a college where I had to recruit sites for students to be placed at. My boss couldn’t believe how I could get some sites when he couldn’t. He thought I could sell anything. there was no money to exchange, but time on the preceptor and educating them on what their part was. What you say is the same, let the person know why they need what you have and how it will benefit them. Internet marketing is challenging for me. Content Marketing is so important so we don’t have to “sell” anything! 🙂 thanks.

    • Kim Avery

      Hi Eva – It sounds like you already have the skills for marketing online, it’s just a slightly different venue. I love ‘content marketing’ because it allows me to give without asking for anything. I think the value I provide will speak for itself. I’m much more comfortable giving than selling :).

  5. Cheryl Cope

    Great reminder that people don’t look for “coaching”!

    • Kim Avery

      Hopefully that will change one day… but for now it’s definitely something to keep in mind.

  6. Kiyla Fenell

    This is indeed the best way to provide value to potential clients. Thank you.

    Kiyla Fenell

    • Kim Avery

      Thanks for stopping by, Kiyla. I’m glad we are on the same page.

  7. Debi

    This is a great article. I am not a great salesperson either-I must truly believe in my product. I agree that expressing your passions through blogging will attract people to you. Thanks for the push…you might think you are not a great salesperson but you definitely have a talent for motivation!

    • Kim Avery

      Thanks for the kind words, Debi. I really appreciate it.

  8. LaGina Love

    Yes Kim, sharing content is an amazing way for clients to be able to find you. I am placing myself on a set schedule as far as placing things onto my blog. I believe it helps me to stay consistent.

    • Kim Avery

      Great idea – a schedule is a great accountability partner and motivator.


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