Michelle Rockwood is the Founder of Unscripted Sales™and the bestselling author of Joyful Selling. See her bio to learn more about her work.
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One of the best times for coaches to sell their services is during, not just after graduating, a coach training program.
Based on my extensive experience teaching hundreds of coaches globally, both within coach training programs and after graduation, a coach's ability to adopt a positive sales mindset and learn to sell can decrease dramatically after graduation from coaching programs.
From the coaches I’ve worked with, it's evident that only a handful of programs actively educate coaches on the art of selling—specifically, conducting effective sales conversations and promoting their services. Here are four reasons why coach training companies should integrate sales training into their curriculum:
1. It’s the right thing to do.
Sales is an integral part of the coaching conversation; it’s not separate. When you fail to teach coaches how to host a successful sales call, you’re not giving them a complete coaching education. They’re often left unequipped to successfully enroll a client and onboard them into their coaching program. This can leave coaches unable to make the impact or income they desire.
2. The timing is right.
Something magical happens inside a coach training program where participants feel a renewed sense of purpose and are braver and bolder than they’ve been in years. Coach training is the ideal time to try new things—like selling. When surrounded by supportive and encouraging colleagues, as so often happens inside coach training, coaches often feel inspired to invite prospective clients to sales calls and sell their services. In this environment, many are okay with letting the process be messy and uncertain.
3. Don't forget the ripple effect.
When coaches learn to sell their services before they graduate from coach training, they inspire their fellow coaches to step up and sell, too. The new coach is also further motivated to advance their education, including obtaining formal certification through accrediting bodies like the International Coaching Federation (ICF).
4. Get a competitive advantage.
Within the fiercely competitive coaching industry, coach training programs that offer a comprehensive education, inclusive of sales training, have a competitive edge and can justify premium pricing. Furthermore, a robust sales training component can bolster client retention by inspiring participants to enroll in more advanced trainings within the same coaching program.
The process of selling coaching services is unique and has many nuances. For example, a coach and client must be aligned to move forward, and a coach must properly lay out expectations and thoughtfully explain the differences between coaching, therapy and consulting. The sales call itself has the power to set a coach and client up for lasting success when done correctly—and it can hinder the client's and coach's growth when not handled with care. If you feel daunted by the process, you're certainly not alone. Individuals can explore sales training options that align with their coaching competencies and personal values, just as coach training companies can do the same.
The more closely aligned the sales training is with the techniques taught in the coaching program, the smoother the transition for the coachee when it comes to adoption and implementation.
Likewise, coach training companies may initially feel overwhelmed when considering including sales training. However, it can ultimately enhance their offerings and provide significant value to their participants and the industry.
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