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5 Reasons Your Customer Journey Isn’t Converting Into Coaching Clients

Written by: Hanna Hermanson, Executive Contributor

Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.


You set down your phone, and take a big ‘ol sigh of relief. The sales call is over. But you can’t seem to relax. Because the potential client you were just talking to needs to “think about it.” A day passes. Then another. And 3 days later, you get an email with a laundry list of excuses.

two women sitting on chair chatting while having their coffee break in the office.

Another “no.” What are you doing wrong? Is it your sales script? Your pitch? Your flow? No, I’m willing to bet it has nothing to do with the call itself. Because a sale is never made on a sales call. In fact, a sale is made long before you pick up the phone. Everything that happens before a sales call matters the most. Because in today’s marketing climate, it’s not about “the deal” it’s about the “delivery.”

The Sales Process in 2023

The world of “sales” is continually evolving and in 2023, it’s all about relationship building and rapport. We are a global marketplace with every imaginable product and service readily available at our fingertips. The competition becomes a connection. So how do you do that? Here are 5 reasons your customer journey isn’t converting into coaching clients.

1. Authenticity

In order to build a real relationship with your audience, they need to experience the real you! – and social media is the perfect platform to do that. Wait wait wait…don’t roll your eyes at me. I’m not about to tell you to post 5x per week, and get your hustle on, in the DMs. These days, social media is a place to be (gasp) social…and build your virtual business card. More than anything, social media is about establishing your brand vibe. And that includes providing a behind-the-scenes look at you, the human. Be inspiring. Show your energy. And let people into your unique world. And for goodness’ sake…only show up because you want to be there and not because you have to be there.

2. Engagement

You know it, and I know it – knowledge is not power. Knowledge plus action is power. So in order to connect with your audience more deeply, you’ve got to help them take action! Offer your people multiple opportunities to say yes by giving them *free* value in the form of lead magnets – and I’m not talking about a ho-hum “hot tips” PDF. I’m talking about stuff that moves the needle for your audience. Consider every lead magnet an opportunity to blow some minds. And start positioning yourself as a trustworthy ally.

3. Consistency

Do you know what will immediately turn people off, and make them run in the other direction? Inconsistency. Seriously! When you ignore your audience for *most of the year* and then hit them with a sales pitch out of the blue it’s a bit like hiding under the bed, and grabbing their ankles when they walk in the room. When you show up for your audience, with dedication, they notice. And they take it as a sign that you’re not just a fair-weather friend. The best way to do this? Build an email list – it’s the hottest marketing trend in 2023. And when you show up with a friendly inbox-hello, every week, your audience will quickly develop a “biz crush” on you!

4. Transparency

OK, so the reality is...everyone is a coach these days. Does that mean you should find another career path? No! – you’re the real deal. What it does mean is…you need to face the fact that your audience has likely experienced “coach-burn” before. In order to build a real connection with your audience, they need to trust you. And there is no better way to do that than with a demonstration of what you do. No…not a yawn-worthy workshop. A demonstration. Something that will give your audience an opportunity to experience what it’s really like to work with you. Showcase your coaching, your process, your magic – and make it your goal to leave everything with a thirst for more!

5. Opportunity

If you want people to pay you for coaching, you have to invite them to do it. Stop expecting people to tap you on the shoulder with their credit card! Instead, start clearly articulating your offer and tell people how they can get in on it.

The biggest mistake coaches make, is to assume everyone knows what they’re selling, and how to buy it. When you avoid talking about your offer, it sends everyone a message: “I’m not confident in what I’m selling.” Instead? Weave sales-focused messaging into your emails regularly. And don’t be afraid to (a) direct people to your super-sexy sales page, (b) invite them to book a call with you (c) ask them to reply with questions about your offer!

It’s true! – sales are made long before the sales call ever happens. And now you’re fully stocked with ideas on how to make the client journey smooth and seamless.

Overwhelmed about implementing it all? Reach out!

I’ve spent the last 5 years helping hundreds of coaches and budding startups build their brands, grow their reach, and make more money doing what they love. Without burning out.

At DFY Copywriting, we help our clients infuse joy and ease into their marketing strategy so they can get back to living in their zone of genius! Sound like something you’re into? Let’s chat here.

Follow me on Instagram, LinkedIn, and visit my website for more info!


Hanna Hermanson, Executive Contributor Brainz Magazine

Hanna Hermanson is the founder and CEO of Done for You Copywriting for Coaches. As a life and business coach for years, Hanna gained deep insights and intuitive knowledge about what motivates people to take action. Hanna and her team of expert copywriters combine these insights with creative copy strategies to scale coaching businesses and help transformational leaders get back into their zone of genius. Hanna's work can be found in Forbes, Thrive Global, and her book “Dream Life is Real Life” on Amazon.

When she’s not writing or strategizing, she can be found carbo-loading for half marathons or frolicking on the beaches of Mexico with her husband and labradoodle.



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