Selling is transactional. A customer pays an agreed-upon dollar amount for a particular product or service. Coaching is a business that involves sales; however, it’s more involved than the exchange of a few dollars for a bag of chips because what is being traded are time, effort, and trust.  No one wants to feel as though they are an object to be acquired; which is why as coaches, we should focus on building relationships rather than making a sale.
This can be difficult for many coaches to accept. While financial success is not the main reason for becoming a coach, we are still in business to make a living so it feels scary to give away our time with no promise of return. And clients can feel that -- they know when we are thinking about closing a deal over helping them grow. A shift in mindset towards relational interactions will build a coaching business more than the best corporate sales pitch.

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