Are You Facing This Sales Barrier of ‘Everyone Is a Coach’?

A colleague emailed a business card of another coach who joined a local Chamber of Commerce. His email RE line read: Everyone is a coach.  This statement has become a sales barrier for many good executive coaches who go beyond the platitudes offered by some coaches.

With executive coaching continuing to grow and be marketed as the “quick fix” to gain instant wealth, this sales barrier will continue to expand because not everyone is a coach, or at least an effective, results driven coach.

For executive coaches and business coaches who have a proven track record of delivering results, many must overcome this implied sales barrier or sales objection. In the past month I have encountered several new coaches from a multi-level marketing leadership coaching program to a well-known author who has developed his leadership coaching program.  Then there is a national survey firm that is now offering leadership coaching program based on its assessment. By the way this assessment’s validity is less than reliable and yet because of the firm’s market presence people are buying into it.

The Attribute Index Is One of the Most Accurate Assessments for Leadership Development

Additionally from a personal level, approximately 25% of my executive coaching, business coaching or sales coaching clients have had a negative experienced with a coach. They reached out to me because of these three tips I am sharing with you.

So the question becomes how do you as an executive coach, business coach or consultant overcome this flood of “everyone is a coach?”


Tip #1 – Credibility through Crystal Clarity

Establish, build and reinforce your credibility.  Through effective marketing you can establish, build and continually reinforce your credibility. This focus helps to overcome this sales barrier or sales objection.

If you are a coach, then focus on coaching.  Many coaches lack crystal clarity and attempt to be everything to everybody. In reviewing several LinkedIn profiles of executive coaches and business coaches, I read in the headline variations of “coach, mentor, speaker, author or trainer.”  What these individuals were doing was focusing on keywords and thereby they unintentionally placed themselves in the Red Ocean” as described in the book, Blue Ocean Strategy.

Tip #2 – Stop with the Sales Pitch in Your Marketing Messages


Peter Drucker said and I am paraphrasing “When marketing is done well, selling if effortless.” Others have said “Marketing is not selling; but selling is marketing.”  When small business owners understand the sales process and then integrate those specific steps into their overall business operations, amazing results are possible including business growth and increase sales.

Additionally, ideal customers to centers of influence can easily smell the “desperation of sales stench.” The sales pitch body language is partly responsible for this foul odor.

And let us not forget those having the “hooves and mouth” disease only further contribute to this sales barrier or sales objection. Sales Training Coaching Tip:  Hooves and mouth disease is you are so busy talking with your hands, shoving business cards to brochures and talking with your mouth, you have forgotten you have 2 ears.

Tip #3 – Let Go of Fearing Your Competition


Credit: Gratisography

Rick Gosser of Gosser Corporate Sales said it best “I have no competitors.”  Sure he understood there are others within the embroidery apparel industry. However, he believes no one does exactly what he does and delivers the quality that he provides.

When we fear the competition, we probably have failed to embrace tips #1 and #2.  Over the years I have established significant professional and personal relationships with executive coaches, businesses coaches and sales coaches.  In some instances, I have made referral to these professionals because my practice does not center of mergers and acquisitions (M&A)  or selling  small businesses  My crystal clarity is to ensure sustainable business growth after the merge and acquisition for forward thinking leaders.

President Roosevelt said “The greatest fear is fear itself.”  Fear is indeed “False evidence appearing real.”  When we no longer fear the competition, we are less likely to criticize them.

If you are facing sales barriers or sales objections because everyone is a coach, then consider these 3 tips.  By differentiating yourself you can be the Red Jacket in that sea of gray suit coaches.

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Leanne Hoagland-Smith, M.S.,  is an executive coach and business growth consultant with “the heuristic touch” for executive leaders and sales professionals in mid-size to small businesses that are seeking a high performance culture from increase sales to workforce engagement.  Her task is to support forward thinking leaders in bridging the gap between today’s results and tomorrow’s goals. She can be reached at 219.508.2859 central time.  Follow her on Twitter or check out her profile on LinkedIn.

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