The short answer is yes—but it’s not just about marketing or selling. It’s about adapting, helping, and earning trust in a world that’s constantly shifting. Whether you’re new to coaching or looking to scale your business, these strategies will help you stay ahead of the curve. So, what’s the shift you need to make to get unstuck and start building a sustainable, impactful coaching business?
1. Adapt and Master the Basics
The world is changing fast–AI, economic shifts, and new technologies are reshaping how we do business. But here’s the thing: core business principles remain unchanged. As Faisal puts it, “The foundations are always the same. Whether you were a hundred years ago or now, you need to understand how to market yourself, how to sell, how to connect with people, and how to operate your business.”
What’s shifting is how you adapt your strategy to these changes. For example, if you’re not getting clients right now, it’s not because the economy is bad—it’s because you might not have a solid foundation in place.
Application Tip: Focus on mastering the basics–your sales process, your ability to connect with clients, and your financial backbone. These are the non-negotiables that will keep your business afloat, no matter what’s happening in the economy.
2. Help First, Sell Later
One of the biggest mistakes coaches make is focusing too much on selling and not enough on helping. As Daniel says, “The most important part of getting clients is helping them understand the value you can provide. If you’re not making a difference for them, they won’t see the value in working with you.”
Faisal shares a powerful example of this. He had a potential client who initially decided not to join his program. Instead of pushing them, he offered to help them sort out their finances. By serving them first, he built trust and showed them the value of his coaching—without ever making a hard sell.
Application Tip: Fill your calendar with discovery calls and focus on serving people. Even if they don’t sign up right away, they’ll remember how you helped them—and they’ll come back when they’re ready.
3. Understand Money’s Emotional Side
Money decisions are rarely logical—they’re emotional. As Faisal explains, “People shift with the economy because the whole economy is based on an emotional process. Spending is a very emotional process for people.”
This is especially true in coaching. Many clients are hesitant to invest because they’re unsure about their financial situation. Your job as a coach is to help them see the value of your services and guide them through their emotional blocks around money.
Application Tip: Ask your clients about their financial goals and challenges. Guide them in crafting a financial plan to improve their situation. When they see the value you provide, they’ll be more willing to invest in your coaching.
4. Stick with It for the Long Run
The coaches who thrive in tough times are the ones who stay committed for the long term. As Faisal says, “If you can work through this for the next two years and actually get clients, you will probably quadruple that in the next two years if you figure that out.”
This isn’t about quick fixes or chasing trends. It’s about building a sustainable business that serves your clients and aligns with your purpose.
Application Tip: Focus on your “why.” Why are you coaching? What impact do you want to make? When you’re clear on your purpose, you’ll have the resilience to keep going, even when times are tough.
Focus on Growth and Act Now
Building a coaching business in today’s economy isn’t easy—but it’s absolutely possible. The key is to focus on serving your clients, mastering the foundations, and staying committed to your long-term vision.
If you’re ready to take your coaching business to the next level, start by filling your calendar with discovery calls and serving as many people as you can. And remember, you don’t have to do it alone.
Want to dive deeper into these insights? Listen to our podcast episode #172 on this topic for more actionable strategies. And if you’re not already part of our free CMC Coaching community, join us today to connect with other coaches who are on the same journey.
What’s holding your coaching business back? Reply with a comment or question below!
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Keep Coaching,
Daniel & Faisal
Co-Hosts of The Coaches Journey Podcast