Are you a health or life coach wondering how to keep your sales up as the year draws to a close? You’re not alone!

Many coaches face the challenge of selling their services during the festive period towards the end of the year, and it can feel like a daunting task. But, fear not, I’ve got some tips and strategies to help your coaching business thrive even in ‘dead December’. So grab a cuppa, let’s dive in!

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Why November and December Are Weird Months for Selling Coaching

Some business coaches like myself, will tell you that nothing changes in November and December and that it’s totally possible to hit all your sales goals – well, that’s not an approach that is quite in touch with reality in my view!

Yes, November and December are strange months when it comes to selling coaching services – especially for health and life coaches.

As health and life coaching tends to help people around specific goals that don’t always align with where people are at over the end of the year, then the usual rules don’t apply.

As we enter the holiday season, the truth is most people’s focus is not on smashing their goals, they’re preparing for Christmas, going to parties, being busy and generally ‘putting things off’ until January.

That’s not a hard and fast rule of course, and how impacted you are as a coach will depend on your niche, ideal client etc.

Of course, it may also be the case that you actually want to take time off over the festive season and don’t want to be trying to hit income or sales goals – and that’s more than ok too!

However, to deny that this period of the year is different to others is just not true. The good news is that if you do want to make more sales over the festive season there are strategies you can use to help make that happen.

Speak to the Season

One of the best strategies for making sales at this time of year is to tailor your offerings to the season. Think about how the holidays impact your clients and create content or offers that resonate with these seasonal challenges. Are people stressed about holiday arrangements or already dreaming of their January resolutions? Use this time to promote content that addresses these concerns, then link that back into your coaching offers. How will your coaching package help address those seasonal challenges?

It’s all about getting creative and connecting with your clients’ current mindset. Highlight why they don’t need to wait until January to begin their personal development journey. Sometimes people just need to be reminded and ‘given permission’ that it’s ok to not have to wait until January.

Sell Now, Deliver Later

Another strategy that can work is to sell something now, but deliver on it later. Maybe this looks like enrolling people into your coaching package now, starting them off offically in January but offering anyone who signs up before the end of the year a bonus 1:1 session they can take before Christmas.

Or maybe it’s planning a specific offer for January and getting people to sign up for it now to secure their spot.

Early Bird Offers

An extension of the above strategy might also look like offering early bird pricing for people signing up for something now, that starts in January.

Don’t be afraid to use the time between Christmas and New Year’s to push these offers. People are often reflective in this quiet week and thinking about their goals for the new year. An early bird signup for January programs can be just the nudge they need. This can work really well for offers that are buy now, rather than requiring a sales or discovery call.

Black Friday and Lower Ticket Offers

Black Friday is of course a good opportunity to make some extra sales before the end of the year. I’ve written a whole blog post on whether or not you should run a Black Friday promotion as a coach here so do check that out.

Lower ticket offers can work well at this time, and they also give people the opportunity to try working with you in a smaller way this side of the New Year. A good way to use this smaller ticket sales might be to layer on some high touch selling strategies and reaching out to those buyers in the New Year around your higher ticket coaching offers.

Recap + Next Steps

Selling coaching services in December can indeed be tricky, but it’s not impossible. By strategically using seasonal content, offering bonuses and early-bird deals, and adjusting your offers to fit the mood of the season, you can maintain or even boost your sales during this period.

Remember, taking a break to enjoy the holidays yourself is also perfectly ok. Ultimately, understanding your clients and the seasonal context will keep your coaching business on track. Try these strategies, see what works for you, and don’t be afraid to experiment.

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