How To Sell Services Without "Selling Out"

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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. He includes a couple of examples in his article, including this one:

Remember what it’s about. Focus on your clients, the people you are helping, rather than yourself. When building your business, it can be hard to sidestep the “me first” thinking and boasting that can go along with selling. 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 potential client: What are their needs? What challenges do they face? What are their goals? Once you’ve answered those questions, craft your sales message to highlight how your offerings address each. This will position you to sell valuable solutions rather than just selling yourself. Remember, your coaching can help others lead more fulfilling lives, so make that the foundation for your selling.

Cooper’s tips can help coaches feel more comfortable with selling. Many feel uncomfortable asking for business from those they are seeking to help. But with Cooper’s tips, seeking new clients can 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?”

Jessica Helinski

Jessica Helinski

Jessica is a senior research analyst for SalesFuel focusing on selling to SMB decision makers. She also reports on sales and presentation tips for SalesFuel and Media Sales Today. Jessica is a graduate of Ohio University.