Podcast Notes

Episode 464 The Five Step Ethical Sales Framework for Coaches w/ Wes Bryant Host: Brian Miller, Executive Director of CAM Guests: Wes Bryant

In this episode, Wes Bryant—an expert in ethical influence and persuasion—shares his journey from struggling coach to founder of The Commissioned Coach. He breaks down his five-step sales process for coaches who dislike selling, showing how to shift from a fear of being “salesy” to seeing sales as a service. Through mindset shifts, ethical communication, and relationship-focused methods, Wes empowers coaches to grow their practices with confidence and integrity.

Key Highlights:

• Sales and coaching often conflict due to differing communication styles—one pushes, the other explores.
• Wes’s breakthrough came with a mindset shift: sales is a service, not a manipulation.
• His five-step process begins with abundance and progresses through reliability, influence, objection-handling, and more (covered in future episodes).
• Coaches often struggle not because of a lack of effort, but because they fear “being salesy” and avoid direct asks.
• Ethical persuasion focuses on helping people make the best decision for themselves—even if that decision isn’t you.

Takeaways:

• Shift from a scarcity mindset (“I need clients”) to an abundance mindset (“How can I help?”).
• View yourself as a reliable guide, not a nuisance—you’re there to serve.
• Tailor communication to each person in your funnel based on their trust and readiness.
• Influence ethically by aligning motives with the client’s best interest.
• Prepare for objections ahead of time so pricing or hesitation doesn’t derail your confidence.

Check out Wes' website at https://www.commissionsales.coach/!

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