How to Grow a Successful Coaching Business

You are doing it! You have decided to become a coach. You know you have expertise that can help someone solve a problem. You have learned where to start and how to book your first client. 

You have the basics down, but now you may be wondering- Is this sustainable? Can I actually do this for a living? The answer is YES! The Coach School is here to help! What should you do next to keep on going? In this article, we are going to go into detail about some ways to keep growing your business. 

Let’s take a look at some systems to put in place to ensure continued growth:

1.) A Sales Funnel

What is a sales funnel?  A sales funnel is the marketing term for the journey  potential customers go through on the way to purchase. 

Why is this important? 

A sales funnel helps you understand what potential customers are thinking and doing at each stage of the purchasing journey. 

These insights allow you to invest in the right marketing activities and channels, create the most relevant messaging during each stage and turn more prospects into paying customers.

What are the 4 stages of a sales funnel?

At The Coach School, we teach 4 stages of a solid sales funnel: Awareness, Trust, Call, and Close. 


This is where people first become aware of your services. They may hear about it through advertising, social media, or word of mouth. People have to know about your services in order to book your services! What are some ways you can get your business out there? It might be through really powerful social media content, a paid ad, or through networking events. 

Don’t be afraid to tell people about your business! Remember, you offer a solution to a problem people are facing-that is valuable!


People have to trust what you say before they are going to invest in you. How can you position yourself as the expert in your coaching niche? Posting helpful content consistently on social media, communicating consistently with your email list, speaking at events, writing articles- these are ways to build trust with your audience. Look for opportunities to share your expertise. You could search out publications to be a guest writer on, share your knowledge as a guest on a podcast, or even start your own podcast. There are many different ways in which you can generously share your expertise in order to gain your client’s trust.  


Your potential client is aware of you, they trust you, now it is time to book a call with them. Offer potential clients a free 20-30 minute Discovery Call, where you will both determine if you are a good fit as a coach. This is a time to determine the client’s pain point, and show them how you can help. This is a time to shine! Get to know your potential client and let them get to know you. 

Be empathetic towards their pain point and demonstrate how you can help. Be confident in your delivery. Insider tip- role play with a trusted friend before your first few calls. This will help alleviate any anxiety or nervousness you feel, so you can relax and present yourself as the excellent coach that you are!


Time to close the deal! Have your coaching packages ready to offer…

Close the call with clarity and confidence. You know that you have value to your client, and at this point, they know it, too! Consider your internal dialogue- are you setting yourself up for success or failure in your head? 

Present your coaching packages with confidence and book the first session before the call ends!

PRO TIP: The Coach School will show you how to create coaching packages specifically for your niche!

2.) Sales

Sales is not a bad word. In fact, the sooner you get comfortable with pitching your business and selling your services, the sooner you can help the people who need you. One easy way to get started is with multiple sales funnels, so you can increase your revenue and gain financial security. Don’t be afraid of the word “sales”. If it helps, think of it as “helping.” You can help people with a problem or pain point. That expertise is valuable to people- don’t be afraid to sell that! 

Don’t underestimate that your time is valuable as well. Do know your worth, be confident in your approach, and clear in your expertise. 

Selling is not being pushy! Selling is asking, “Can I help you solve your problem?” Selling is saying “ You have a problem and I have a solution.”

Identify Benefits & Overcome Objections

List out the benefits you offer your client. What will make people say “yes” to hiring you as a coach? People want to know, “What is in it for me?”  

Be confident in these! When talking with a potential client, you will want to go through exactly what they can expect to accomplish by working with you and completing their homework.  Keep in mind the transformation you offer.  The benefits you offer are a part of the transformation!

Remember: People pay for transformation!

Consider the objections prospective clients may present to you. Common objections include: “I don’t have time”, “I can’t afford this right now”, or “I’m not sure this is for me”. Have a response ready to combat these! Some tips to consider:

  • Listen to your client’s questions and take them seriously.
  • Provide space and time for them to think about what they’re hearing.
  • Have empathy for where they are in the process.

Have a prepared response for when someone says yes and also for when someone says no. Being ready for either response will help to lessen any anxiety you feel.  

What Makes People Buy


Generally, life change starts with a “triggering event” or huge decision. Something happens to change the way you see a situation, and you want to change. Think through some of the triggers that could cause a potential client to book a coaching session with you. Could it be a job change? A life transition? A dream project they want to make happen? 

Other triggers may include urgency. Say you are offering a set number of “sale price” coaching packages to the first 5 clients who book with you. This can trigger a potential client into not wanting to miss out on the deal!

Assume the Sale

Assuming the sale means you know you are the expert who can help your client achieve their goals, and you believe they want to work with you and will pay what you’re worth. Go into calls with a potential client with the yes in mind. You want to be confident in your abilities- after all, you are the expert! 

Start with the end in mind 

Start each call with the end in mind- getting a paying client! Confidence is key. If you appear calm, confident, and relaxed, this will translate to your potential client. They will feel at ease knowing you are the expert who can help them solve their problem. 

If you appear frazzled, nervous, or unsure of yourself, chances are- your client will feel that too. You want to project yourself as the expert who is here to help- because, guess what? You are the expert who can help!

Great Discovery Calls

Discovery calls are where you prove you are the expert who can be trusted. Potential clients need to know for sure they can trust you- that you are who you say you are, can do what you say you’ll do, and can and will help them solve their problems and achieve what they want.

  • Offer a clear plan of action and results they can expect by working with you.
  • Schedule a time right away for the first coaching session. Strike while the iron is hot!
  • Be abundantly clear about what you do, how you can help, and what the client can expect.
  • Bring wisdom and clarity, and use words that show you empathize with their pain point.
  • Close the call by expecting they are going to say yes! Don’t leave an open-ended question such as, “Do you want to work with me?” Instead, end with, “Great! I have an opening on Tuesday at 2:30. Will that work for your schedule?”

So, what if we do all these steps and still don’t close a sale?

3.) Email Nurture Campaigns

Nurture campaigns are time-based emails that are sent out to your audience in order to inform them of an offer and, over time, motivate them to take some sort of action, like taking advantage of your offer. A nurture campaign is an emotional appeal designed to speak to a potential client’s sense of emotion and need. Think of it this way- for a child to thrive, a parent must nurture it emotionally as well as physically. Spending time with them, listening to them, learning all you can about them- this is how a child’s soul is nurtured. 

It’s the same process with a client- feed their soul! Create meaningful content that will speak to them, guiding them down a process towards booking a coaching session with you! 

Learn about what your client needs, and then write email content that fits those needs. You’ll be able to nurture your relationship with your audience by taking the time to get to know them and finding out where they are in the buying process. Your goal is leading them down a path to a call to action- ultimately, purchasing a coaching package!

4.) Keep learning!

Keep yourself educated! Stay on top of new developments and research in your niche. Some ideas may include listening to podcasts, reading books, following other experts in your field, or taking some continuing education classes. 

Staying up to date in your area will not only help you stay positioned as the expert, but also help you have new and meaningful content to share with the people you serve. Consider following other coaches in your niche. What are they talking about? Does it sound relevant to your people? 

Staying on top of trends or new social media that is relevant to your niche demographic can help position yourself as the expert who is also in tune with the needs and wants of that group. You don’t want to be a great coach with a lot of expertise who can really help people, but no one knows about it because you’ve fallen off the radar by not staying current. 

Are there other areas in your niche market that you feel led to branch out to? Research it and educate yourself! Maybe that can be a new angle you can offer your clients to give yourself an edge in the market. 

Well done, coach! You are well on your way to growing a successful coaching business! A coaching business is the best of both worlds- you get to help people, be your own boss, enjoy a work/life balance, and actually help people! Imagine achieving financial freedom while also sustaining a work life balance that you actually enjoy- it is possible with your own coaching business.

By implementing these simple tools, you will ensure your business continues to grow and you will be able to help people for years to come!

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