In this second blog post of a short series looking at the key areas of your business you need to focus on for growth in 2026, we’re jumping into sales.

In 2026, being more confident and pro-active around sales is one of the best things you can do to ensure more success in your coaching business.

Many coaches don’t intentionally consider sales and selling in their businesses, often because some of us find the whole topic of sales and selling a little scary!

If you’d like further support on how to master sales and selling, including high touch 1-1 selling, launching and everything in between, check out my online program The Launch and Sales Fix.

Listen to this episode on The Wholehearted Business Show Podcast: Listen on Apple Podcasts / Listen on Spotify

Why do we find sales so hard?

Before we get into how to feel more confident with sales, it is helpful to look at why many coaches find selling so difficult in the first place. If we do not feel confident about selling, we are naturally going to struggle to implement any of the strategies we talk about inside The Launch and Sales Fix. So understanding the root of the discomfort is a really important starting point.

For many highly sensitive and heart centred coaches, sales feels uncomfortable because of past experiences. A lot of us have been on the receiving end of pressured or awkward sales tactics and that creates an immediate internal reaction of “no thank you”. That instinctive sense of ickiness can follow us into our own businesses.

It is worth exploring what specifically makes you tense up when you think about selling. Is it the fear of rejection? For many highly sensitive people, that heightened awareness of potential rejection can feel really intense. Not everyone will say yes when you sell your coaching and that can feel personal even when it isn’t.

There is also the discomfort of not wanting to put others in an awkward position. If you have ever been sold to in a way that felt pushy or boundary-crossing, it can leave a deep imprint. Many coaches then subconsciously avoid selling because they never want to make someone else feel the way they once felt.

I often think back to a story from my childhood that has clearly stuck in my mind. Back in the eighties, door-to-door salespeople would go round selling encyclopedias. One managed to get into our house and started giving a full sales pitch in the living room. My dad eventually had to forcibly remove him from the house. It was uncomfortable, invasive and exactly the type of sales behaviour that many of us want to avoid at all costs. Experiences like that, even if they are decades old, can sit quietly in our subconscious and shape how we feel about selling today.

Acknowledging these experiences and recognising why sales feels uncomfortable is an essential first step. When you can identify the stories, memories or beliefs that are influencing your reactions, it becomes much easier to move forward and reshape your relationship with sales in a way that feels aligned and supportive.

How to make selling more comfortable

One of the first steps in making sales feel more comfortable is thinking about how you would like sales to be done to you. This can feel like a tricky question if you are not entirely sure, but it is a useful place to begin. Most of the time it comes down to being respectful, asking for consent before you move into a sales conversation and creating an experience that feels spacious rather than pressured.

The truth is that really good sales often does not feel like selling in the traditional sense at all. It feels like connection, clarity, support and guidance. We will come onto this more in a moment, but getting clear on your own values around selling is key. How do you want to show up? What feels aligned for you? What feels ethical and respectful?

When you know your values, you can build a sales approach that honours them. This becomes the foundation that allows you to move forward and sell in a way that feels natural, grounded and comfortable.

Get confident in what it is you are selling

Another essential part of feeling more comfortable with sales is becoming genuinely confident in what you are selling. This is a huge piece of the puzzle because many of us, especially those who are highly sensitive, heart centred or identify as women, tend to be harder on ourselves. We expect more, we experience imposter syndrome more acutely and we often question whether what we offer is truly good enough.

If you do not feel confident in your offer, it becomes incredibly difficult to sell it. Highly sensitive coaches in particular cannot fake confidence. We cannot hype something up while secretly wondering whether it actually works. If there is a tiny voice in the back of your mind saying “is this really good enough”, selling is going to feel misaligned and uncomfortable.

So the work here is about becoming rock solid in your belief in what you offer. That might mean:

• Working with practice clients to deepen your skills
• Collecting testimonials and social proof to reassure yourself that what you deliver really helps people
• Avoiding overpromising in the way you describe your offer
• Clarifying your process so you can confidently articulate what clients can expect

Seeing clients get real results is one of the most powerful confidence boosters. Over the years my own confidence in what I sell has grown massively because I now fully back every single offer I put into the world. I will not sell anything unless I believe in it 110%, because otherwise I simply would not show up for it.

Sometimes the fear comes from worrying that what you can realistically deliver will not match what a client hopes for. This is where honesty becomes vital. As highly sensitive coaches, we value integrity, so it is important to be clear about what you can help people achieve. Not every coaching offer has a highly tangible end point, especially depending on where you sit on the coaching to mentoring spectrum. In those cases, what matters most is communicating the transformation in a grounded and realistic way, while trusting that the right clients will recognise the value.

If you have been coaching for a while and still do not feel confident in your offer, that is a red flag worth paying attention to. It may mean something in the offer, the niche, the messaging or the delivery needs refining. Doing that work will not only help your clients, it will make selling feel easier, more aligned and far more effective.

Getting confident in what you sell is not optional. It is foundational.

Make sales feel good

Building on the previous points, another key step is creating a sales process that feels good for you. Sales does not have to be uncomfortable or pushy; it can be aligned, ethical and even enjoyable when you design it around your values.

Start by thinking about the small ways you can make your sales interactions feel respectful. For example, asking for consent during a sales conversation is perfectly fine. You might say, “Is it okay if I tell you a bit about this programme and how much it costs?” or “Would it be alright if I follow up with you next week by email?” These simple questions create space and show respect, which can make the process feel more comfortable for both you and your potential client.

Making sales feel good also applies beyond one-to-one interactions. Consider how you approach launches or more passive sales strategies. Reflect on whether you are comfortable using urgency and scarcity. There is a difference between manufactured urgency and genuine urgency, and only you can decide what aligns with your values.

Ultimately, designing a sales process that works for you means getting clear on what feels right. Do you want to reach out to people via direct messages? Do you prefer email or calls? It is all about creating a way of selling that feels authentic and aligned, so you can show up confidently without compromising your values.

Get your energy in the right place

Finally, it is essential to get your energy in the right place. Selling with confidence is almost impossible when you feel desperate for the sale. I understand this is challenging – financial pressures, needing validation, or simply wanting your business to feel established can create that grabby, anxious energy. But when you learn to detach from the outcome, your energy shifts. Selling becomes far more comfortable, and the person on the receiving end will feel that ease rather than heaviness.

Healthy detachment is a muscle that takes practice. I love the example shared by Dating coach Matthew Hussy, who referenced Bryan Cranston’s approach to auditions. Cranston compares it to finding someone else’s wallet: you would return it because it is not yours, and you would not stress over claiming it. Applying this mindset to clients helps you remember that the right clients will find you at the right time. If someone is not meant to work with you, that is okay. Trust that your people are out there, and your focus is on showing up authentically.

This mindset is not just about detachment, it is also about aligning with your values and energy. Reflect on how you want to show up in sales conversations, whether one-to-one or in launches. Consider your approach to pricing, urgency, and scarcity. Only use methods that feel aligned to you. The more your sales process feels good to you, the more confident you will be.
Practice is key. You will have conversations that do not go perfectly, and you may experience rejection. This is normal. For example, I recently had a discovery call where my nervous system was scattered due to personal circumstances, and it did not go well. I apologised and reflected on the experience. Mistakes like this are part of the learning process. Over time, practicing sales builds trust in yourself, strengthens confidence, and allows your nervous system to remain grounded.

Tending to your nervous system is also crucial. Calm, centred energy makes selling feel easier, especially for highly sensitive coaches. The best sales conversations often do not feel like sales at all – they feel like meaningful conversations where you help someone discover if your offer is right for them. Even if the word “sales” feels uncomfortable, you can reframe it as inviting a conversation, creating space for genuine connection and guidance.

Ultimately, sales confidence comes from practice, self-trust, and detachment from outcomes. You have to be willing to risk rejection, mistakes, or awkward moments to access the reward of booking the right clients. Every experience – whether it goes perfectly or not – builds your confidence and helps you show up authentically in the future.

Next Steps

I hope this blog has helped you create some ideas and actions that will support you to feel more confident when it comes to sales and selling.

Don’t forget to check out The Launch and Sales Fix if you need further strategic approaches to improve the sales in your coaching business.

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