Why Business Coaches Must Sell Results, Not Themselves

Too many business coaches unknowingly make sales harder than they need to be. Instead of focusing on what their clients want most—tangible results—they get stuck talking about themselves: their certifications, their years of experience, or their methodology.

Here’s the hard truth: business owners don’t buy coaching. They buy outcomes.

If you want to sign more clients, keep them longer, and charge higher fees, you need to stop selling yourself and start selling results.

Why Coaches Struggle to Sell Themselves

When a prospect asks, “Why should I hire you?” most coaches respond with something like:

• “I have 20 years of experience.”

• “I’m certified through XYZ program.”

• “I specialize in mindset and accountability.”

The problem? None of that answers the client’s real question:

“How will this help me make more money, save time, or solve my specific problem?”

Your credentials may establish credibility, but they don’t close deals. Results do.

The Shift: From Selling Yourself to Selling Results

Instead of positioning yourself as the product, shift your messaging to what you can deliver. For example:

• Instead of: “I have 15 years of coaching experience.”

• Say: “I help contractors increase their profit margins by 25% in under 12 months—without working longer hours.”

• Instead of: “I’m certified in NLP.”

• Say: “I guide CEOs through decision-making frameworks that free up 10+ hours per week to focus on growth.”

See the difference? You’ve gone from talking about you, to talking about what they get.

Action Steps for Coaches

Here are three ways to start selling results immediately:

1. Identify Your Core Transformation

Ask yourself: What’s the #1 measurable result I help clients achieve?

• More revenue?

• Better margins?

• Reduced stress?

• Increased leads?

Be specific. “I help businesses grow” is too vague. “I help local retailers add $100K in annual revenue without extra ad spend” grabs attention.

2. Build Proof Into Your Process

Prospects believe what you prove. Start collecting:

• Case studies showing measurable results.

• Testimonials that highlight outcomes, not just your personality.

• Before-and-after snapshots of client metrics.

When you can show the results, you don’t have to sell as hard.

3. Use the Conversion Equation

Karl Bryan often teaches coaches to use the four-part “Conversion Equation”:

1. Interrupt – Grab their attention with a problem they feel.

2. Engage – Show that you understand their pain and promise a solution.

3. Educate – Prove why your solution works with specifics.

4. Offer – Provide a no-risk way to take the next step (like a free assessment).

Follow this equation and your sales conversations shift from persuasion to problem-solving.

Example: Rewriting Your Elevator Pitch

Instead of:

“I’m a business coach who helps entrepreneurs with strategy, marketing, and mindset.”

Try:

“I help small business owners increase their profits by $50K–$100K in the next 12 months without spending a dollar on advertising.”

Which one do you think gets the prospect leaning in?

Final Thoughts

Coaches who sell themselves compete on personality and credentials. Coaches who sell results compete on outcomes—and outcomes win every time.

If you want to stand out, focus on the problems you solve and the measurable improvements you deliver. That’s what clients are really buying.

Want more strategies like this? Subscribe to Business Coaching Secrets Podcast and get a free subscription to Six-Figure Coach Magazine—your go-to resource for tools, strategies, and insights to grow a profitable coaching practice.