Fun Fact: No One Invests In Coaching

Imagine that you’re on the phone with a potential coaching client...

The conversation is going great. They seem really interested in what you’re offering and you know that you want to work with them.

But as soon as you tell them how much it costs, they say “I need to think about it…”

...and then you never hear from them again.

What’s up with that?!

How do you get people to invest in your coaching, especially when you’re in the early stages of building your business?

The truth is: you don’t.

People don’t invest in coaching. They invest in a future vision that they are emotionally committed to.

This is worth underscoring. When people spend money, they are doing it because they believe it will take them closer to a tangible outcome that fills an emotional need for them.

The single mother of three is not paying you so that she can spend 60 minutes with you twice a month. She’s paying you so that one day her kids will say, “That’s my mom. She’s the coolest. She is an entrepreneur and when she wants something she goes after it. I want to be like her when I grow up.”

Too many coaches try to logically explain their coaching and convince potential clients to invest. But that’s not how humans make decisions.

We make decisions when we believe they are aligned with a specific emotional driver that we have.

Which means that the real key to enrolling a great client is to identify their biggest emotional driver and then see if working with you will help them get closer to that vision.

If it doesn’t, then you’re not a good fit for them. End the conversation there. But if it does, make sure you frame everything about your coaching in terms of how it helps them move closer to that vision.

Why? Because no one invests in coaching. They invest in what they believe it will do for them.