We’re often told to say ‘no’ more often – from life coaches to productivity experts, there’s no shortage of people telling us that ‘no’ is a good answer to give. But it’s not always a good answer to get… not when you and your business are looking for a ‘yes’.

If you’re a coach (or any other business for that matter) marketing your services to potential clients, however you’re pitching your offer, you’re basically asking, “Do you want this?”

And the default answer is often, “No.” Especially (perversely, even) if they need it.

This can be disheartening. After all, you’re trying to sell them a service you think has real benefits for them. You can see those benefits clearly; why can’t they?

First of all, most people have a learned distrust of marketing and advertising (we justify this by telling ourselves it makes us more savvy customers). Either we we’re looking to find fault with the ‘marketingspeak’ or we tell ourselves an offer is too good to be true. That’s a barrier to getting a ‘yes’, right there.

Secondly, most people have absorbed a number of what we could call sales-defeating messages. Even if the offer is good and we need the service, there’s still a learned mental script at work. It’s that little voice in the back of the head saying, “I mustn’t,” “I shouldn’t,” “I can’t.”

The good news is most of us like to buy. We just need to convince ourselves first that we should. As a coach seeking out new clients, your focus is on getting from “I can’t,” to “I will.”

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