Mastering sales conversations as a coach
How to guide potential clients to yes
If you’re a coach, you’ve probably had those conversations where a potential client seems interested but just doesn’t commit. You’re offering transformation, yet something holds them back. The problem? Most coaches aren’t trained in sales—and that’s costing them clients.
But here’s the good news: Sales is just another conversation, and when done right, it can feel as natural as coaching itself. In my recent podcast with Jens Edgren, we broke down exactly how service providers—especially coaches—can shift their mindset and structure their sales calls for success.
🎧 Listen to the full conversation here:
Why sales feels so hard for coaches
Most coaches struggle with sales because:
- They feel awkward “selling” their services.
- They focus too much on explaining their offer instead of understanding the client’s needs.
- They don’t have a structured approach to guide the conversation.
Sound familiar? Let’s fix that.
The simple shift that changes everything
Instead of feeling like you have to convince someone to work with you, think of sales as guiding a decision. When you shift from “selling” to “helping them get clarity,” your conversations become natural, engaging, and effective.
Jens’ framework for a winning sales conversation
Here’s the approach we discussed in the podcast:
- Start with curiosity – Ask about their goals, challenges, and why they’re exploring coaching in the first place.
- Listen more than you talk – Your potential client should be speaking at least 70% of the time.
- Mirror their struggles – Reflect back on what they said so they feel heard: “It sounds like you’re struggling with [pain point] and really want [desired outcome].”
- Guide them to clarity – Help them see why staying stuck isn’t an option and how your coaching can provide a solution.
- Make an invitation, not a pitch – Instead of “selling” your program, invite them into a next step that feels natural: “Would it be helpful if I walked you through how we could work together?”
Insights from Jens: The power of emotional framing
One of the most powerful takeaways from my conversation with Jens was his concept of using negative framing to create clarity. For example, asking a potential client:
“What if nothing changes? What would that mean for you in six months or a year?”
This makes them reflect on the real cost of inaction, which is often much higher than they initially thought. It’s not about pressure—it’s about helping them recognize their own urgency.
Another great insight from Jens was using the traffic light method:
🟢 If a potential client is fully ready to buy, move forward with your offer.
🟡 If they’re hesitant, dig deeper into their concerns.
🔴 If they’re a clear “no,” respect it and move on.
This method prevents you from pushing the wrong people while ensuring you guide the right people to take action.
Why this works
This structure ensures the potential client feels understood, not pressured. And when people feel truly heard, they’re much more likely to say yes.
Want to learn more?
If you’re a coach looking to become more confident in sales and convert more leads into clients, check out our upcoming Sales Conversations for Coaches Workshop. You’ll get practical training, scripts, and live coaching to master your sales process. Email
Resources:
- Jens Edgren’s Book MEDDICC Sell more faster
- Jens Edgren's website
- Jens Edgren on LinkedIn
Sarah Watz
I am on a mission to provide service-based small business owners all over the world with the best conditions for growth.
In this way, we can together drive innovation, accelerate growth, increase economic prosperity, create more job opportunities, and ultimately build a better society.
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