Let’s get real: most coaches aren’t losing out on new clients because they’re bad at coaching in all forms… they’re losing them because they’re letting the client run the enrollment call. (And by the way, that’s actually called “bad coaching”)
Eric Ferguson almost blew a deal with a high-level executive because he got intimidated. He ditched his process. Let the guy steer the whole thing. And walked away empty-handed.
Sound familiar?
If you’ve ever left a discovery call thinking, “That went… okay?” but didn’t get the client—this one’s for you.
Lead the Session, or Lose the Client
Eric’s biggest mistake? “I let the potential client throw me off my process.”
He was sitting across from a 6’4″ exec, felt small, and gave up control. The whole call went sideways. And guess what? No client.
Daniel nailed it: “The coach is the leader of the session. Even in enrollment, you set the frame.”
You’re not there to convince them. You’re there to guide them. That’s what coaches do. If you can’t lead a 30-minute conversation, why would they trust you to lead a 3-month transformation?
Try this: Before your next enrollment call, say this out loud: “I’ve got a process I’d love to take you through. It’ll help us both see if this is a fit. Sound good?”
Then stick to it. Even if they try to derail you. Especially then.
Outreach Isn’t Optional—It’s the Job
Eric didn’t get clients by hoping. He got them by reaching out. Every. Single. Day.
“You have to consistently reach out. That’s where the clients are.”
Not later. Not when you feel ready. Not when your website’s done. Now.
He sends 100 cold messages a week. Gets 10–20 replies. Books 2–3 calls. Signs 1–2 clients. That’s not luck. That’s math.
Try this:
1st message: “Hey [Name], I’m in [City] looking to connect with more people here. Would you be open to a 15-min chat this week?”
No pitch. No pressure. Just connection.
Send 10 a day. Every day. Watch your calendar fill up.
Stack the Hard Thing With Your Coffee
Eric’s secret? He does outreach first thing—before distractions, before overthinking, before his brain talks him out of it.
“I stack the most uncomfortable thing with my coffee. Done by 1pm.”
No apps. No scrolling. Just coffee + outreach. That’s it.
Try this:
Tomorrow morning, before you check your phone, send 3 messages.
Then 5. Then 10.
Make it a habit. Make it automatic.
You don’t need more time. You need a ritual.
Rejection Doesn’t Matter When You’re in Service
Eric used to hate rejection. Now he looks for it.
“Every no gets me closer to a yes. I’m not here to be liked. I’m here to serve.”
When you’re coming from service, not ego, rejection doesn’t sting—it steers you.
Try this: After every “no,” say: “Thank you for the clarity.”
Then move on.
The right people are waiting for you to show up.
This Is a 10-Year Game—Act Like It
Eric’s mindset shift came when he stopped trying to “get clients this month” and started asking: “Do I still want to be doing this in 10 years?”
Answer: yes.
So he gave himself permission to suck for a while. To learn. To build. To stay.
Try this:
Stop measuring your success in weeks.
Start measuring it in reps.
How many people did you reach out to this week?
How many calls did you book?
How many no’s did you collect?
That’s the scoreboard.
Ready to dive deeper into harnessing comparison for growth? Watch to our podcast episode #207 for actionable insights you can use today. Join our CMC Coaching community for support and engagement.
Join the Conversation!
Reply with your thoughts on this article. And like/share/subscribe to our YouTube channel or our Podcast (Apple or Spotify) for in-depth explorations specifically for coaches like you.
Keep Coaching,
Daniel & Faisal
Co-Hosts of The Coaches Journey Podcast