Today’s show takes a look at key components to coaching success. We are discussing using your coaching skills in a sales conversation to create win-win energy, inviting the most ideal clients to work with you, and listening to what the client needs. Another topic is inviting clients into your world in a way that is open to the rejections they bring--and solving those rejections. Join us to learn more!

Doug Brown started working for his family’s business at the age of three, and he went on to start and build over 35 companies. After spending twelve years in the US Army, he became the top-selling sales representative for a two-billion-dollar company. With travels to 47 US states and 14 countries, he has consulted, coached, advised, and trained thousands of people in business for companies like Enterprise Rent-a-Car, Nationwide, Procter & Gamble, and CBS Television. Doug has also worked in sales and training for companies run by Tony Robbins, Chet Holmes, and Russ Whitney. Currently, Doug is the CEO of Business Success Factors, where he helps businesses grow and accelerate their sales revenue. He is the creator of Sales Revenue Growth University, where he teaches the best sales revenue growth strategies to companies who are serious about their sales growth. His book, Win-Win Selling: Unlocking Your Power for Profitability by Resolving Objections, is an international bestseller.

Show Highlights:

● The philosophy behind Doug’s “win-win selling:” doing the right thing for ourselves and our clients so that everyone wins and relationships are built on trust

● Why the point is resolving objections, not overcoming objections; this is done by challenging the objections in a respectful way

● How all objections form in the presence of major or minor fears

● How coaching presents both a professional and personal ROI

● Why most coaches are terrible at value selling

● How the ROI for a client increases when they gain confidence, save relationships, gain free time, etc.

● Doug’s Nine Rules for Resolving Objections:

○ Breathe and relax.

■ This interrupts the pattern and gives time to ask questions of clarity.

○ Get curious--not confrontational.

■ Ask questions of curiosity like a child.

○ Think before you act or speak.

■ This helps you avoid confrontation and overreactions.

○ Ask good questions and let the other person speak.

■ Hear what they have to say.

○ Resolve objections--don’t overcome them.

■ Don’t become confrontational or defensive.

○ Focus on win-win.

■ There should be value for both sides.

○ There should be no loser.

■ Disengaging can lead to valuable referrals.

○ Watch your tone and expression.

■ Don’t be condescending, especially with your first responses.

○ Maintain rapport at all times.

■ This can make all the difference in the relationship.

● How Doug’s Training University on conversational conversion will be available in early 2022

Resources:

Business Success Factors 

Email: [email protected]

Find Doug Brown on LinkedIn.

Find Doug’s book, Win-Win Selling at Win-Win Selling Book.

Check out valuable resources at Star Coach Show  

Mentioned in this episode:

Join Mentoring Program!

If you’re a coach who wants to grow—not just check a box—this is for you.

Mentor Program

If you're working toward your ACC or PCC credential, or if it's time to recertify your ACC mentor, coaching isn't just a requirement on a checklist. It's one of the most transformative investments you can make in yourself and your coaching. I've taught or mentored over 2000 coaches, and I hear the same thing again and again. I came because I had to, and I am so glad that I did. Coaches tell me they walk away with renewed energy, deeper confidence and a community of peers who genuinely support each other. Here's what you need to know right now. Mentor coaching must span a minimum of three months, so the time to start is not when your credential is just about to expire. And if you complete your hours in 2026, you get ahead of the upcoming ICF changes, which means peace of mind along with skill development. My fall cohort is already filling up. Every group is capped at ten.