How Great Coaches Choose the Right Coaching Clients

A lot of coaches enter their sales conversations feeling as though they're being interviewed for a job.

The potential client asks questions.

The coach tries to prove their value.

And the entire conversation becomes an attempt to earn a “Yes” from them.

I don't think that's a particularly skilful way to sell coaching.

Because the person you're speaking to isn't the ONLY one with a decision to make.

You're making one too.

Do they have a problem you can genuinely help with?

Are they ready to take responsibility for changing it?

Do they want the kind of support you actually provide?

Will they contribute to the standard of the relationship or group they're entering?

And is making the investment sensible for them right now?

That last question matters.

Because if investing in my work would be financially irresponsible for someone, I'm not going to persuade them otherwise.

I don't care how clever the closing technique is or how badly I might want the sale.

A payment that creates panic, resentment or genuine financial harm isn't the beginning of a healthy coaching relationship.

And accepting the wrong person doesn't only affect them.

It affects the coach, the work and, in a group programme, everybody else in the room.

So no, my job isn't to convince every person I speak to that they should buy what I'm offering.

My job is to diagnose honestly, explain clearly and decide whether I believe we're right for each other.

Sometimes that ends with a "Yes".

Sometimes it ends with a "No".

Both can be the right result.

Because while the client IS selecting the coach...

The coach is selecting them right back.

Or should be.