#328: How to Sell Life Coaching

Welcome to the Make Money as a Life Coach® podcast where sales expert and Master Coach Stacey Boehman teaches you how to make your first $2K, $20K, and $200K using her proven formula.

Stacey Boehman: Hi coaches, welcome to episode 328. I am so excited to invite you to a brand new free course that I have created and will be teaching live called How to Sell Life Coaching. It’s a five module, five class training that I will be teaching the week of April 14th live. And there will be access to the replays all the way up until April 27th, 2025. You don’t want to miss this. You can sign up at staceyboehman.com/sales.

So excited to do this training. I created this when I was in Miami on vacation in the shortest amount of time possible. I actually went to Miami. I had no intention of working, but there was something in the background that said, when I get done with this trip, I want to have this training that’s been wanting to come out of me outlined. And I want to do it free. I want everyone to be able to partake in it. And the last night of our entire trip, laying in bed, 9:45 at night, it all came out of me.

And for the last few weeks, I have been honing the things I want to teach and thinking about every little piece that I want to include. I really want to show you how to sell life coaching in a way that teaches you from the beginning, the most important things that matter to you as an entrepreneur and for your experience, and then to the clients who you will be selling, to the people that you will be engaging with that could become very interested and want you to coach them.

So, make sure you sign up for that training.

Now, for today’s episode, I wanted to share with you a Facebook live that I did for my social media audience to introduce this training. But the concept of this live stream has been so interesting to me that I really wanted to share it with my podcast audience as well. So I opened the live stream sharing one of the best questions that anyone ever asked me in my business and the profound answer that I had that has continually fueled my purpose for the work that I do with life coaches and teaching them how to sell with their brains, with their skill sets, and with nothing else.

When you hear this question, your own answer to this question is going to be so important. It doesn’t matter what the answer is. The answer could literally be anything. And it’s going to be important because when you come into How to Sell Life Coaching, I’m going to help you increase that answer. You’ll have to stay tuned to understand what I’m talking about. This is a shorter live stream, and this will be a shorter episode, but it will be worth every minute of a listen if you haven’t listened already. And if you did and you loved it, now it has a permanent place on the podcast. Alright, let’s dive in.

Hello, hello. Happy Monday. It’s Stacey Boehman here, coming to y’all live because I have a really fun, exciting announcement. I’m Stacey Boehman. I am a Master Certified Business Coach, Life Coach, Business Coach. And I help life coaches make money. And today, I want to talk to you about how to sell life coaching. Are you ready?

And I want to start with a question to think about. It’s one of the best questions anyone ever asked me in my business ever. Are you ready for it? It’s so good. And it wasn’t a coach who asked me this question. It was my CFO. So, this would have been, I’m trying to think, but it was many years ago. So I have, this is my 10th year in business in 2025. I started my business in 2015. And I started in July. So between July and November of my first year, I think I made around $20k. And then my next year, I had made $150,000.

And I remember going to a coach training, a mastermind where I had been certified with the Life Coach school. And this was my first mastermind where I had officially been certified for 12 full months. And at the time, my revenue was at $200k. And I met my CFO at this mastermind. And he said, we have to work together. Like, I can really help your business with bookkeeping and with understanding money and your numbers and especially if you’re going to be scaling to a million. And I was all in.

So I hired my first CFO, my first bookkeeper, but it was like more than a bookkeeper. And we would meet monthly to go over my projections and upcoming expenses and just really forward cast the money we were going to bring in, the money we were going to spend, goals, all the things. And in one conversation, my bookkeeper asked me a question that has really sat with me. And I had already created, I think my main offer suites at this point. So it was like I was already teaching life coaches how to make money. But this has become the answer to this question, and the reason that I answered this question, the way I answered it, has become something that feels like a big part of my mission and my purpose and my vision.

And so the question that he asked me was, and I want you to ask this question for yourself. If everything you’d ever done on the internet and everything you’d ever built were deleted tomorrow. So I have a podcast called the Make Money as a Life Coach® podcast. And if all 300-plus episodes were deleted tomorrow, they were just gone. iTunes said, you can’t host this podcast anymore, and it’s gone. And I have no way to even recover the content. And if my 100,000 person email list was gone. And if my social media of almost 40,000 followers was gone, maybe it’s like 60,000 with Instagram and Facebook combined. So if all of that was gone, if all of my courses were gone, everything I’d ever created, I had absolutely no intellectual property, no marketing assets, no program resources, nothing. Like, everything is gone.

If that happened tomorrow, how much money do you believe you could make in the next 30 days? How brilliant is this question? This is an amazing question to ask yourself. Now, whether you’re just starting out and you haven’t sold any life coaching yet, or if you’ve been selling life coaching for a little bit and maybe you’ve made some money, or at any point, this is an amazing question to ask, especially if you’re at the multi-millions.

But this is like a really, I would love for you all to answer what comes up, the first thing that comes up to your mind, like right now. If you’re watching live or if you are watching in replay, take a second and just think about how much money you could make in the next 30 days if you had absolutely… And some of you might not have any resources or assets or marketing materials. But how much money do you think if it was just you and your brain and your internal skills, how much money could you make in the next 30 days?

What’s the first thing that comes to mind? I’ll tell you what mine was at the time. This was years ago. But I would love to hear yours. How much money do you think you could make in the next 30 days without anything but yourself? Your face, your eyes, your smile, your internal skills, your intellectual capacity, your emotional capacity, like the things inside of you. How much money could you make in the next 30 days?

Pam says five, $5k. Okay, “$900.” There’s no number that’s wrong. This is just a brilliant question to ask. If the answer is zero, that’s a really good thing to know. So my answer at the time, I can’t remember how much money I was making at the time when I answered this for the first time. I believe that year I made $2.5 million, but it could have been $6.4 million. It was one of those earlier years where I was making my first millions.

So at the time, if you think about a $2 million business or a $6 million business, that’s… I don’t know what the math is of that, but roughly 200k to 300k to 400k a month, somewhere in between there, depending on what year it was. I don’t remember. “My initial thought was $2000.” Yeah, whatever it is, there’s no wrong answer. It’s just a really interesting question. I’m going to tell you why. It’s like a really beautiful, brilliant window into what I’m going to what I’m going to be doing an entire course on that I’m going to tell you about too. And it’s free. So I’m going to give you the link very soon.

But my answer was $40,000. That was the first thing that came to mind. If I had nothing, if I had no audience. Remember, my audience is gone. So it doesn’t matter that I’m making $2 million or $6 million. My audience is gone, my list is gone, my social media is gone, my podcast is gone, everything I’ve ever created is gone, my course, my program is gone, all of my content is gone. Everything is gone.

I believed with my brain, with my skills of what I know about how to sell life coaching, that I could make, I could go out into the world with nothing but my brain and my skills inside of me and make $40,000 in the next 30 days.

And that is a really powerful knowledge and skill to have. Because the world is changing. Technology is changing, the algorithms are changing. Imagine the like I don’t even know, I’m not on TikTok. I don’t know anything about TikTok. I don’t scroll on TikTok. I don’t put content on TikTok. I don’t do anything with it. But I heard there was like a whole… I don’t even know what’s really going on. I just know that there’s there was a point where maybe everybody was going to lose TikTok, or they did lose TikTok.

And I thought about this in that moment. Like so many people, like the thing that people were so upset about is like, all my money is coming from TikTok. But this is the problem when you rely on something that you don’t own to be your main source of how you know how to make money, how you know how to sell. Like, I only know how to sell through TikTok, right? So if you rely on Instagram, if you rely on a Facebook audience, if you rely on a podcast, and you’re like, all my clients come from a podcast. If you don’t know how to generate a client from nothing, from thin air, then you will always be afraid in your business, a little bit. Especially if you rely on platforms that you don’t own, especially if you don’t have the belief system inside of you that if everything was gone tomorrow, I could make this amount of money.

And then for those of you that are like, well, I could make $1000 if everything was gone, or $2000 if everything’s gone, or $5000 if everything’s gone. We want to increase that number. We want to increase that number from $1000 to $2000, to $5000, to $10,000, to $20,000. Like that should be the goal. And that requires increasing your internal skills of knowing how to sell life coaching.

And what I mean by that is your brain understands without anything, if you had nothing, how to find a client and sell them life coaching without anything, without hoopla, without a website, without beautiful social media graphics, without anything that you think you might have to have, without a funnel, without an ad, without anything. How to just sign a client from what I like to call thin air, or out of nowhere?

I believe that I could create $40,000 without anything. And that number is much bigger now, but at the time, that was a really profound number to have. And it has become a deeper part of my mission to help people be able to do that. Because the strongest entrepreneurs can innovate no matter what is happening in the world. Doesn’t matter that the economy is not, you know, great. And actually, I don’t even know that’s true. I think it’s anecdotal and it’s dependent on industries, and like what type of experience you’re having. Like what you do for a living, what the people around you do for a living, because not all areas are affected. Some aren’t. But I’ve paid a little bit of attention to this because I have a lot of money in the stock market. That’s not so hot right now. But that happens.

But no matter what’s happening with the economy, this is the thing. I started my business… Actually, this is really interesting. So after the 2008 financial crisis, which I didn’t even realize was a financial crisis because I had no money. So if you have no money, you always live in crisis. And I started pitching, doing live infomercials in department stores, the year after the 2008 financial crisis. And everybody in my industry that I joined had a belief that the economy was really bad, and none of them were making money. And I came in and had no idea about anything, that there even was a financial crisis. I didn’t own a home. I didn’t have money in stocks at the time. And I came out and just made a freak ton of money for many years. And I also know a lot of people making a lot of money now.

But whatever happens with the economy, whatever happens in politics, whatever happens with TikTok, whatever happens with Instagram, whatever happens, there is an ability to know how to just sign a client out of thin air. How to generate money in your business, no matter what. The most successful people, no matter how many platforms they’re using and how many assets they have, they know this. And if they don’t, then they probably live in a little bit of fear of what if this thing goes away? What if my podcast goes away? What if my social media goes away? What if I get shadow-banned?

But when you know how to do it from nothing, the skills, like you understand. So when I mean by internal skills, you understand what the average everyday, I call them “unsophisticated buyers,” meaning, if you’re a business coach selling coaching to coaches, you’re selling to a sophisticated buyer. They’re likely already buying coaching from other people. That’s a more advanced niche to be selling to and a more, you know, people think, oh, it’s just so easy to make money as a business coach. But you are selling to sophisticated buyers, so you have to be a little bit more sophisticated in your selling.

But for most life coaches who come into the industry, for most of you, you will be selling to unsophisticated buyers. You’ll be selling to average everyday people who either know a little bit about coaching or a little bit about personal development. But most people who would buy coaching, who would be buyers for the coaching industry, most people’s reaction when you first talk to them, when you first meet them, when you first speak with them, their reaction would be, and I know this by experience, what’s a life coach? Sounds like I need one of those. I don’t even know what it is, but I need one. It’s actually the first thing I said when I met my first life coach. What’s a life coach? I don’t know what that is, but I definitely know I need it.

Most people would think like that. That’s an unsophisticated buyer. And it doesn’t take as much as you think to sell coaching to an unsophisticated buyer. However, there are things that you have to know. You have to know how this buyer thinks. You have to know what they’re looking for. You have to know how to create an environment of certainty and safety for them. You have to be able to explain coaching in a powerful way. You have to be able to create and generate interest. There are things that you have to be able to do in order to sell coaching with nothing but yourself and your brain.

Whether you’re doing that online or in person, it doesn’t matter. The people who get their businesses off the ground first, who make money the fastest, who make money the most consistently, know this information. They know how to sell life coaching based off of what’s happening with the buyer and how to meet the buyer where they are and how to present themselves as life coaches and how to present life coaching.

And so I am going to do a free course, a five-day course on How to Sell Life Coaching. Like I have been wanting to do this for so long, for years. I want it to be free because I really want you, if you’re at the beginning of your business or you’re under 100k, like I really don’t want there to be any reason for you to not come and learn what I’m going to teach in this training. So if you want to join me in How to Sell Life Coaching, we start next Monday. You can comment “sales,” S-A-L-E-S, “sales” in the chat, and we will send you the link to sign up.

We also sent an email out to my email list this morning. We’ve already had hundreds of people sign up. So I am really excited. I’m going to bring the energy on this. And I’m going to talk about it from a lens that I haven’t talked about it before. So, if you’ve been following me for a long time and you love all of my stuff, this will feel new. This will feel like you’re hearing the message that you need to hear from me at the time in from the place I’m in now delivering it, which if you’ve been in any of my recent paid courses from the Entrepreneur Series, Served, Alive, Capacity Work, like you know my teaching is on fire right now. And this will be no different.

So if you want to join me for the next five days, starting next week. So April 14th through Monday, Tuesday, Wednesday, Thursday, Friday. Whatever that date is, I would love to have you. Comment “sales” and I will teach you how to sell life coaching to an unsophisticated buyer using only your brain and yourself. You don’t need anything else. You don’t have to have a website. You don’t have to have a niche. Like nothing required, no prerequisites.

Now, I will tell you this training because I’m always like very clear when… Olga, “I already signed up. Can’t wait.” I’m very clear when I release trainings, whether they’re free or paid, who they’re for. I want you to know if you invest time with me, I want you to know you’re in the right place and that it’s the right thing for you. So I’m going to teach this training from the perspective of a brand-new coach coming into the industry. Like, you know absolutely nothing about selling life coaching.

Most people, this is what I tell people, is we have a powerful experience with life coaching. We change our lives with life coaching. We’re in a program or a membership, or we hire a one-on-one coach, or we go to a certification. Our whole life changes, and then we decide I want to help other people do this. And so I’m going to open a business. And we go from I want to be a coach to suddenly I’m an entrepreneur, and I didn’t realize wanting to be a paid life coach meant I’m also signing up to be an entrepreneur.

We’re going to talk about that too. We’re going to talk about what has to happen inside of you as a coach and an entrepreneur. But a lot of people don’t expect that. So they don’t realize that their number one job when you decide, I want to become a life coach, is I have to be good at selling. I have to know how to sell. And a lot of people who come into the industry have absolutely no experience on how to sell. None. They don’t know how to market, they don’t know how to sell, they don’t know how to get clients. And so you have to learn all of those things.

So I’m going to teach this from the perspective of someone who has decided they are in love with life coaching, and they want to be a life coach, and they want to get clients, and they want to know, where do I start? That’s the perspective I’m going to do this training from. And here’s the reason, I think this is really important.

Because number one, it helps people if you’ve never made any money, then this training is going to be like, you’re going to be like, oh my god, I’m so glad I took this training in the beginning of my business. I there was nothing like this when I started the industry. It was all I had to do everything trial and error. So you’re going to be really thankful because it’s going to outline everything and save you so much time and energy and effort and put you focused on the exact right things.

But some of us are able to sign clients and make money early on, and then we get stuck or we’re moving slower than we’d like. We’re not getting where we want to go as fast. And we don’t often know how, like why, or how to evaluate. We don’t know where to start. We don’t know how to break down what’s not working. And so sometimes, or all the time, it’s really helpful to go back and say, if this is the very beginning, day one, you lose all your assets and all your things, this is what you need to do. And then you can say, oh, I’m missing that. I see that now. I’ve been able to make some money, but I see that I’ve not been narrowing in on this. I see that I’ve not been doing this. This is definitely one of my lower points of my skill sets. This is what I need to work on.

So it will be helpful. I really think anyone, if you are under 100k, this training is going to be really helpful. Now, some of my clients come to everything and they say, no matter how much money they’re making, that it’s hugely beneficial. And some people just love to be in my energy and my vortex and have a little piece of me every day with them. So you can comment “sales” as well and you can sign up. It’s free. And we’re going to have a Facebook community. So I’m going to be in that community engaging as well. And we’ll be able to interact with what we’re talking about in the trainings in the Facebook community. We won’t open that right away, but as soon as you sign up, you’ll have the link to request to join. And then we’ll add people when we’re ready to open the group up.

But I’m going to really break down the very basics, the most important things to the unsophisticated buyer, and to you, and how you and your brain, the way you think, the way you feel, the way you show up, your entire being, the way you impact other people. And you’re going to start to see how everything you do has kind of a chain reaction. And we’re going to just break down five things that you have to do to sell life coaching. All right. I’m so excited. I hope you join me. We’re going to have an amazing time.

And I want to know the answer to how much money you can make in the next 30 days if everything was gone. Such a powerful question. By the end of this training, I want you to be able to answer it with a number and it not be zero. All right. I’ll see you all soon. Bye.

Hey, if you’re ready to make money as a life coach, I want to invite you to join my 2K for 2K program; where you’re going to make your first $2,000 the hardest part using my simple five-step formula for getting consults and closing new clients. Just head over to StaceyBoehman.com/2Kfor2K. We’ll see you inside.