Despite what many coaches may believe — despite what you may believe — coaching clients aren’t buying time. Yes, your sessions are timed. And in them, you spend a slice of your time with the client. But they’re not buying your time.

If it was your time they wanted, they’d happily pay your hourly rate to play Scrabble. Don’t get your hopes up, they’re not going to do that. So, what are they paying for? Well, obviously, they’re paying for what happens during the time you give them. They’re paying for outcomes… results. But maybe it’s not so “obvious” after all, because most coaches still market themselves as if they’re selling a chunk of time, a slot in the diary. Which means they’re selling something the clients don’t want to buy. Instead of something they really, really do want.

The good news is that fixing this doesn’t mean changing what you do, only how you market and sell it.

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