3 Emotions Your Clients Must Experience Before Joining Your Coaching Program


Wondering how to get coaching clients to say yes to your coaching program? You need to take them on an emotional journey that will compel them to enroll.

In this video, you will learn:

  • The 3 emotional stages your potential clients go through before making an investment
  • The first decision a client makes
  • The emotion that’s triggered when a client attends your webinar
  • How to help a potential client make their goal a priority


How to Get Coaching Clients: 3 Emotional Stages

I’ve been delivering coaching programs for almost two decades, and I have also joined dozens of programs as a client myself.

What I discovered is that there are three emotional stages that your potential clients go through before they’ll make a decision to invest in your coaching program. Let’s talk about these.

1. Emotion #1:

“I want this, I need this.”

So this emotion is triggered when they recognize that your program is highly relevant to them. It focuses on their top of mind problem, their biggest pain or desire.

So this is when they decide that they want to register for your webinar or your strategy session right? That’s the first decision they make.

And that’s the first emotion they are going to experience.

“This is for me. This is relevant to me.”

This emotion is definitely one of the first things you need to think about when mapping out your strategy on how to get coaching clients for your coaching program.

Just think about how you will address this on your sales page, your marketing emails, social media promotions, etc.

Let’s take a look at the second emotion that people will need to feel as they move closer to the decision to join your program.


how to get coaching clients


2. Emotion #2:

“I believe I can do this. I believe it can change my life.”

This happens when they feel inspired to make a change in their lives, or maybe in their business.

And it’s usually triggered when they attend your webinar, read your emails or talk to you in a strategy session.

So in order to help your prospects, potential clients feel this emotion you want to show them what’s possible.

They need to experience some kind of a paradigm shift, a breakthrough, or an aha moment.

They must also acknowledge what’s in the way of solving the problem or reaching their desired goal.

Chances are, this is not the first time they are trying to solve the problem. And so they need to see something new that makes them feel like they can do this. They can believe in this.

As you can see, when you think about how to get coaching clients for your life-changing program, you need to communicate that it’s relevant to them, and that it’s a solution to their biggest pain points.

ways to get coaching clients


3. Emotion #3:

The third and the final emotion that they experience in order to get them closer to the decision and actually make them pull out their credit card is this…

“I am ready to do what’s necessary to make this change.”

So this emotion happens when they decide that they’re ready to do this transformation and invest into the program.

They’re basically saying, “I am in, when do we start?”

What triggers this emotion is when they see that you believe in them and their ability to change, they are ready to invest in themselves.

They’re ready to let go of any past failures and disappointments and make this goal a priority in their lives.


ways to sell a group coaching program


When clients say yes to themselves

We all go through these stages, whether we realize it or not.

Our level of commitment and desire increases at each stage. And finally, we are ready to pull out that credit card and say yes to ourselves.

This is true, whether you are joining a group coaching program or simply hiring a coach, but it’s a little easier to demonstrate with a program because it’s more tangible and process driven.


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Our easy-to-use coaching software lets you customize your content to meet individual client needs. You can create a custom coaching path or curriculum to personalize a client’s experience, even in a group program.

Watch the free demo and discover how Coaching Genie can give you back the time you need to create, teach, and actually GROW your coaching business.



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