Don’t Sell Coaching, Sell Client Results

Whenever I talk with coaches, or speakers, ministers, fundraisers, and sales people, they all tell me they want more clients. When I ask what they do, they tell me about their methodology. That’s a mistake. Clients don’t care about coaching, they care about their results.

Don’t sell coaching, sell client results. I’ll show you how.

It’s the Results, Not Your Tools That Matter

No one cares what brand of saw a contractor uses. Imagine a contractor comes to your home to give you a quote to remodel your kitchen. You say, “I was thinking of having a couple of skylights. Is this something you could do?”

The contractor’s eyes light up, “I would first use my DeWalt DC385B 18-Volt Cordless Reciprocating Saw to cut a hole cleanly through the roofing,” he begins. “Then, using my Stiletto TiBone Mini-14 ounce Replaceable Smooth Face hammer I would secure the skylight in place.”


Yet, coaches, consultants, speakers, authors, bloggers, ministers, and sales people do it all the time. We talk about the features of our product or service. The client wants to know if whatever-you-do will achieve the results they want.

Here’s the thing: You already know what to say, you just need to say it and resist talking about the process of coaching. Here’s how.

Focus On Results

Focus your discussion on the results of coaching. People buy results, not a process. They want to know if you can help them achieve their goals or solve their problems.

Talk about solving their problems and reaching their goals.

1. Find out what results they are looking for. Asking a few clarifying questions will demonstrate your value.

  • What is the biggest challenge you are facing right now?
  • What have you been trying to achieve but keeps eluding you?
  • If you could wave a magic wand and change something about your work (or marriage or yourself, etc.), what would it be?

2. Briefly address the results they want. Stick to results, and don’t mention the word “coach”.

  • I can help you improve your communication with your team.
  • Successfully parenting teenagers is one of my specialties.
  • Some of my other clients have achieved results similar to what you are looking for.

3. Offer to help them achieve their results.

  • If you are serious about solving this problem, I’m ready to help you.
  • What you are wanting to achieve isn’t easy, but I believe you could do it.

4. Invite them to work with you.

  • Would you like to have a complementary call together to explore how we could reach your goal? After that, you can choose to continue working with me or not. Would Tuesday morning work for you?
  • The 3 most common ways I work with people are: 1) 50 minute weekly phone calls; 2) 3 hour in-person meetings twice a month; or 3) an intensive day together once a month. Which do you prefer?

“What’s in it for me?” is the question all potential clients are asking. Focus your message on the client’s goals or problems to keep the conversation on what interests the client.

Action Plan Have a conversation with someone about what you do without using the word “coaching.”

Question: How do you focus the conversation on the client’s results? You can leave a comment by clicking here.

    Keith is President of Creative Results Management. He helps busy leaders multiply their impact. Keith is the author of several books including The COACH Model for Christian Leaders.

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