There’s a lot of competition out there for coaches at the moment and I doubt that is going to change.

At least not in the short term.

Covid has only intensified matters for new, and even established coaches, as thousands who were previously gainfully employed scramble to start a new career as a coach.

Imagine you worked in the retail or hospitality industry with half an eye on becoming a coach at some stage in the future when your job suddenly evaporated.

What are you going to do?

You could sit around complaining about the vagaries of life – and many do.

Or you could decide to follow your dream to become a coach and just go for it whilst the opportunity/need presents itself.

And that is great, I applaud you for doing so, but you need an important skill other than coaching.

Being a great coach is simply not enough in and of itself, I have met scores of good coaches who had few, or no paying clients.

Being a good coach is the bare minimum to succeed, it’s not a differentiating factor.

You also need to be able to sell yourself.

And you need to be able to sell not just yourself, but the benefits that you can offer a prospective client.

Most salespeople and most sales books will tell you that to sell effectively you need to be able to expose a client or customers pain point(s) and then offer the solution.

And they’d be right.

Similarly, most salespeople and most sales books will tell you that you have to appeal to people’s emotions because that is what they use to make buying decisions – not logic as you would expect.

And they’d be right too because we make buying decisions based on emotions and then quickly look for facts to back up those buying decisions.

However, there’s something else that is critical to your success as a coach who is able