How to Sell Your Coaching Without Using Pain Points


How to Sell Your Coaching Without Using Pain Points


If you’re a coach, you’ve probably heard that you need to focus on people’s pain points when it comes to selling.

But what if that doesn’t feel aligned for you? The good news is there’s several even more effective ways you can sell without just focusing on people’s pain points.

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What’s the problem with selling to people’s pain points?

In and of itself – nothing! However, sometimes being hyper focussed on pain points in sales copy and sales conversations can tip into becoming manipulative, trauma inducing and shaming which we obviously don’t want.
And as health and life coaches, sometimes the problems that people they might work with a coach around can be deeply painful so we need to think about how and when we ‘go there’ in our sales.
My approach to this is to look at the problems you solve and the aspirations you help people achieve. This creates a more balanced approach that still allows you to recognise how people might be feeling in terms of what they’re struggling with, without ‘aggravating’ those pain points in a negative way.
So here are 5 different ways you can sell without highly focusing on pain points.

Focus on benefits, not problems

Instead of talking about the clients pain points, talk about the benefits they’ll experience from your coaching package or product. For example, if you’re selling to a busy mum, alongside talking about the negative emotions and experiences she might be having, and also talk about the flipside of that, how much better things can be and the aspirations she might have for herself and her family.

Highlight positive outcomes

Rather than focusing on the negative consequences of not enrolling in your programme, emphasise the positive outcomes of joining it – and maybe even joining it sooner rather than later.

Show your potential clients how your coaching programme can help them achieve their goals and improve their life. Add in why it’s worth them moving forward and working with you now, rather than only talking about the negative consequences if they decide not to work with you.

Use social proof

Social proof is a powerful selling tool. Instead of talking about pain points, show your potential clients how other clients have benefited from working with you by sharing screenshots of positive feedback such as the one below.

Using social proof takes things up a notch from just using a traditional testimonial – for some reason people find social proof more compelling. You’ll also find that social proof nearly always focuses on the good outcomes which is another way to use more positive language and energy in your sales.

Build relationships

People are more likely to buy from people they know, like and trust. If you focus on building relationships with potential clients, they’ll be more likely to work with you even if you don’t use pain points.

I find that the more people connect with you, the less emphasis there is on sales copy having to ‘convince’ someone to buy because people have a much better sense of what they’ll get when they work with you.

Be honest

Your coaching package isn’t going to be for everyone, and when you’re honest about that either in the sales copy or sales conversation then that builds more trust which brings us back to the point above about know, like and trust.

Part of this for me is having the confidence in what it is you’re selling that you don’t feel you need to use manipulative sales tactics in order to get people to buy – just be honest about who your programme is for and who it’s not far and that in itself will help create more sales.

There are a few tips to consider if you want to use more positive approaches when it comes to selling so you’re not getting caught up in lots of pain points – remember, when you only sell on pain points selling is painful!

Selling this way isn’t less effective either, using some of these tips will help you create a more aligned and sustainable approach to selling that centres connection, aspiration, honesty and transparency and that can only be a good thing!


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