How to Attract Clients - Without Selling

As coaches, we often only get 30 minutes to meet in a chemistry or intake session or discovery call to assist a prospective client decide whether we are the right partner for their coaching engagement. It can feel like a test. A moment where we’re “chosen” or not.

These moments can leave us with a sense of I’m not good enough or wondering what I might be doing ‘wrong’ that can lead us not getting the client work. But what if we reframed these beliefs?

'No Such Thing As Not Being Good Enough, Only Feedback And Learning'

At Empower World, we do believe that the client and coach matching outcome is appropriate at that moment at that time. That means there’s no rejection, only resonance or not. Or it can perhaps even signify an opportunity for more personal growth or other work that requires attending to.

There are also a whole range of differences, similarities on so many levels between human beings, as well as other factors that can influence the experience in the coaching system. There is no one-size-fits-all or perfect approach to connecting with another human being.

For example, sometimes, the coaching we offer may feel too structured and process-oriented for the potential new client, or it may feel too deep, too reflective, too transformative for a client seeking something more directive or familiar. And of course, there can be so much more unconscious and conscious influences impacting the conversation and connection.

Enhancing Connection With Another

So, how do we create that “yes” that feels aligned and a match for both parties? Versus a yes for the sake of a yes if the assignment is not as aligned as it could be - even though we appreciate we don't have to be perfectly aligned with another to create a highly effective coaching partnership.

We believe it begins with presence. Not performance.

The discovery session is not about us. When we show up with a need to perform, to be liked, to ‘get’ the client, it can be felt in the energy of the session. And often, it doesn’t land well.

Before we jump into coaching, it can be useful to spend time getting to know the client, understanding what their purpose for coaching is and what their expectations are about the work you will potentially do together.

When we listen and tune into their deeper needs and hold space with compassion and courage, we create the trust and safety required to explore the real areas for growth. Some guiding principles to consider:

• Be clear about what coaching is and isn’t. Especially for clients new to coaching, this is crucial. They may equate coaching with mentoring or advice-giving. If that’s not your approach, name it. Explain and demonstrate your process  and philosophy so that they understand what working with you may involve
• Contract clearly. Even a small amount of contracting and creating ways of working can go a long way in the development of trust and rapport between yourself and the potential, making it collaborative and engaging.
• Challenge with compassion. If you stretch your clients in your coaching, support the clients' experience by the way you work in this discovery call. Choose to be fully present, ask permission to challenge and support them, let them feel what it’s like to be safely disrupted or stretched.
• Listen to Self. What are you noticing in yourself, in your wisdom and intuition, that might be useful to offer, which can provide insight to the client’s explorations?
• Lead the session. Yes, it’s a partnership, but the chemistry/discovery session is also a chance to model what leadership in coaching can be like: grounded, curious and confident.
• No pressure. No obligation. The energy of alignment is mutual. If it’s not a match, that’s a gift too. Coaching has the best opportunity of working well for many when there is a connection, and forcing a fit never serves either party.

Ultimately, your chemistry session is a mini version of the full coaching experience. So let it be real. Let it be deep. Let it be fully in service of the client, whether they say yes now, later, or not at all trusting the outcome is serving us to be our best self.

Let’s keep empowering brave work, one conversation at a time.

Be empowered

www.empower-world.com

To hear the Podcast 'How to Attract Clients - Without Selling' with Jeanine Bailey and Marie Quigly you can click here.

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Empower World's world-class ICF Approved Professional Coach Training and Leadership Programme's next intake starts on 03 Oct 2025 in Doha, Qatar. You can find out more about how you can make a powerful and joyful difference in your world and the world of others here.

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