What if the secret to building a 6-figure coaching business isn’t what most coaches think it is? Most new coaches believe mastering marketing is the golden ticket to success. But what if focusing on “marketing” too early is actually holding you back? The truth is, there’s a more effective way to grow your coaching business—one that prioritizes skill development and a strong SALES PROCESS over flashy marketing tactics.
So, what are we talking about? what’s the mindset shift you need to make to stop spinning your wheels and start building a sustainable, impactful coaching business?
1. Why Coaching Mastery is the FOUNDATION for Coaches
The foundation of a thriving coaching business isn’t marketing; it’s your ability to coach. Without strong coaching skills, no amount of marketing will save you. As Faisal puts it, “Coaching mastery is the first essential piece. Had I understood that in the first couple of years, I would have just focused on that.” Many coaches fall into the trap of passive learning—reading books, taking courses, and consuming endless content without applying it. But real growth happens when you take action. Start coaching clients as often as you can—even if it’s free or discounted. The more you practice, the faster you’ll improve.
Application Tip: Hire a coach or find a mentor who’s already where you want to be. As Faisal says, “You need to take your own medicine. Get a coach.”
Bonus Application Tip: Also, coach as much as possible to build your skills and confidence, and it might even be worth it to get more experience to do for free (and for feedback!) especially at the beginning.
2. Why Your Sales Process is the Real Game-Changer for Coaches
Here’s the reality most coaches don’t want to hear: Most coaches waste years trying to master marketing when they should be mastering their sales process. Faisal shares his own experience: “I wasted about two years trying to understand marketing… I could have used that time for something else, and my hint is around the sales process.” Your sales process is where you turn conversations into clients. It’s where you connect with potential clients, understand their needs, and show them how you can help. If you’re not closing sales, your business won’t grow—no matter how good your marketing is.
Application Tip: Spend 70-80% of your time perfecting your sales process. Listen to every sales call you make, analyze what worked and what didn’t, and iterate. As Faisal advises, “Start listening to every sales call that you do. It will be very uncomfortable, but it’s essential.”
3. Why Joining a Coaching Community is a Non-Negotiable
You don’t have to build your coaching business alone. Being part of a community of like-minded coaches can be a game-changer. Faisal emphasizes, “If you’re part of a community, this is a huge step you’ve taken… You don’t need to learn all the lessons yourself, but you do need to be around other coaches.” A supportive network gives you accountability, fresh ideas, and real-world advice. It’s also a great place to practice your coaching skills and get feedback.
Application Tip: Join a community like CMC, where you can connect with other coaches, ask questions, and share insights. As Faisal says, “Be part of a community consistently. Ask questions. Connect with others.”
4. Simple Marketing Strategies Every Coach Needs to Start With
Marketing matters, but it doesn’t have to be overwhelming. In the beginning, the only marketing you need to do is put yourself out there. Whether it’s through social media, in-person events, or simply talking to people in your network, visibility is key. Faisal simplifies it: “The only essential part of marketing you need to do is put yourself out there… You don’t need to become an expert copywriter or anything like this.”
Application Tip: Start small: post on LinkedIn, host a free discovery call, or share client wins. The goal is to get comfortable being visible and sharing what you do.
Commit to Your Growth and Take Action
Building a profitable coaching business isn’t about chasing the latest marketing trend or trying to do everything at once. It’s about mastering your craft, refining your sales process, and surrounding yourself with a supportive community. If you’re ready to scale your coaching business, start by focusing on what truly matters: your coaching skills and your ability to connect with clients. And remember, you don’t have to do it alone.
Ready to dive deeper? Listen to our podcast episode #171 on mastering your sales process 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 the ONE thing 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