What are sales?
It’s a profession and an integral part of making a coaching business work.
To earn revenue, every coaching business must make sales, whether that means people are buying your products or buying your services and become a coaching client.
It’s your job as a coaching professional to help lead potential prospects to become a client.
How do they do it? Turns out, there are tried-and-true methods, including processes with linear steps called a “sales cycle.”
This cycle is a series of stages that every coach goes through to make a sale and acquire a client.
While the cycle can vary from coach to coach, there is a common process that works well across many types of niches.
This cycle has 7 stages. It moves from finding leads to contacting potential leads, to qualifying them, presenting them with your offer, overcoming any of their objections, and finally closing the sale and at best even getting referrals (so the cycle can start all over again).
Let’s go into each stage in-depth and see what actions you should take to help make sure you get the sale.
Getting the Sale: 7 Stages That Work for Most Coaches
Sale cycles aren’t all the same, but the following stages are a tested process and a fundamental way of making a sale and getting clients. Sometimes these steps are carried out in a different order, but you’ll find them in most sales cycles.
1. Generating Leads (“Prospecting”)
The first stage of the selling cycle involves finding your potential customers.
Most coaches research their target audience and discover exactly who they need to get their marketing in front of for generating leads.
You have to make sure you’re talking to the right people who will need/want your product or service to not waste money on advertising that doesn’t reach your target audience.
2. Initiating Contact with Leads
Once you find leads, you need to grab their attention. This means tailoring your messaging and reaching out where your leads are congregating, whether on social media, on email, through ads, or some other channel.
3. Qualifying Leads
Once you’ve made contact, you need to qualify your leads. This means making sure the prospect is ready or willing to make a purchase from you.
If the lead has set their mind against you before you do anything, you’ll just waste time pitching to them. It’s crucial to find out if they are open to the sale you want to make, first.
4. Presenting an Offer They Can’t Refuse
Once you have some solid, qualified leads, it’s time to present your offer.
This doesn’t just involve selling your product/service, however. It also involves building trust with your prospect.
You can do that through the information you provide as well as your level of friendliness, know-how, and authenticity.
The presentation stage is also when you show the prospect how your product/service works and demonstrate its effectiveness.
5. Answering Questions/Overcoming Objections
Hesitations or objections to the product or service for sale are normal for any client. Your job is to answer these questions and ease any worries that act as barriers to the sale.
If the prospect is unsatisfied with your answers, they will seek a solution to their problem elsewhere. During this stage, it’s crucial to know and understand your client so you can preemptively answer their questions before they can formulate them.
6. Closing the Sale
Once you’ve presented your offer, built trust, and answered questions or objections, you can close the deal. This simply means getting an agreement from the lead that they will actually work with you.
During closing, it’s helpful to remind leads why they were open to your offer in the first place and emphasize your answers to their initial objections.
The final part of closing is making a proposal to the prospect and getting them to sign on the dotted line if you work with contracts, or just send them to your order page where they can purchase your services online.
7. Generating Referrals from the New Client
When the deal is set in stone, new clients are usually excited about their purchase. This is the perfect time to get referrals from that clients for new leads.
The best way to frame this question is to ask the client if they have any colleagues, friends, or family who would also benefit from the product/service.
You can also generate referrals if you build a relationship with the client over time.
Getting Clients Is Easier with a Proven Sales Process
The sales process steps above are a tried-and-true method. Following them will help any coach to close a client, no matter if you’re a professional or an amateur salesperson.
If you need help visualizing this process, check out a sales process flowchart to see how the cycle works in action.
Getting clients is by no means easy, but following a cycle can help you increase your client base and earn more revenue.