How do you sell a service to a customer? It can be tricky to sell certain services without feeling like you’re selling out. This is especially true for those selling wellness services, including personal coaching. “You were likely drawn to a career in coaching because of your desire to help people, not because you loved putting yourself out there to ‘sell’ yourself,” writes Brad Cooper, co-​founder of Catalyst Coaching Institute. “Fair enough. However, you won’t be able to help anyone if they don’t know you have the solution they need.”

He explains that there are many ways to sell your services without falling into the stereotypical salesperson role. You don't need to demon dial your prospects until they agree to hire you. And you don't need to hint that your prospect will never succeed without your help. Prospects won't react well to that kind of aggressive selling. Cooper includes a couple of examples in his article that will help, including this one:

Remember what it’s about. Focus on your clients, the people you are helping, rather than yourself when reaching out to sell services. When building your business, it can be hard to sidestep the “me first” thinking and all the boasting that can go along with selling the services you not only, but believe in without a shadow of a doubt. But Cooper warns against focusing too much on yourself. “You’re rightfully proud of your accomplishments, especially if you’ve earned,” he points out. “You want to brag a little and tout those qualifications, and you should, but don’t go overboard. Ultimately, you want to focus on your clients’ needs instead of your skills.”

Think about each of your potential client: What are the prospects' needs? What unique challenges do each of them face? What are their goals? Once you have answered those questions, craft your personalized sales message to highlight how your offerings address each prospect's individual situation. This will position you to sell valuable solutions rather than just selling yourself. If your client tells you they want to finish the novel they've been working on for years, you can lay out a coaching plan that identifies the key steps they'll need to take in the next year in order to achieve their goal and explain your plan for making them accountable for completing each step. Remember, your coaching can help others lead more fulfilling lives, so make that the foundation for your selling. 

How do you Sell a Service to a Customer?

Cooper’s tips can help coaches feel more comfortable with selling their specialized services. Many coaches may feel uncomfortable asking for business from those they are seeking to help. This is a key challenge to overcome if you want to run a successful coaching business. When you use Cooper’s tips, seeking new clients may feel more natural. As he points out, “If you could change someone’s life for the better, don’t you think you owe it to them to communicate that you have the solution they seek?”