When most coaches think about selling, they picture explaining the value of coaching.

You highlight your client’s struggles—what’s not working, what’s keeping them stuck—and paint a vision of what’s possible. Then you naturally talk about how your coaching helps them bridge the gap.

That’s what your audience sees on the surface.

But underneath, something deeper is happening inside their brain—something that often goes unnoticed by both coach and client:

Your potential client is making three trust decisions.