by Ray Mitchell

As coaches, our expertise lies in guiding others to achieve their full potential. However, when it comes to sales prospecting, particularly cold calling, even the most seasoned coaches can feel like they’re treading in very deep, very cold water. Despite the challenges, cold calling remains a vital part of building your coaching practice. Over time, I have learned a few strategies that make cold calling more manageable and effective, which I'm happy to share.

Prepare in Advance

One of the key aspects of successful cold calling is thorough preparation. As a coach, you already understand the importance of preparation in your sessions, and the same principle applies here. Before making any calls, be sure to have a clear understanding of your coaching services and how they apply to the specific needs of your target audience. Just as you prepare for a coaching session, prepare for your calls by creating a script or talking points. This script should highlight the key benefits of your coaching services and address common pain points your potential clients face. Review your script several times to build confidence and familiarity, but don’t memorize it. Even though you have a script, you don’t want to sound scripted.

Focus on Benefits

When making a cold call, focus on the benefits of your coaching services rather than the features. Prospective clients are more interested in how your coaching can help them solve a problem or achieve a goal. For instance, instead of explaining the structure of your coaching sessions, emphasize how your coaching can help them enhance their leadership skills, boost team performance, or navigate business challenges more effectively. By articulating the tangible benefits, you make your services more appealing and relevant to their needs.

Use a CRM System

A customer relationship management (CRM) system can be an invaluable tool for organizing your leads and tracking your interactions. As a coach, you know the importance of keeping detailed notes on your clients' progress; similarly, a CRM helps you manage your prospecting efforts. It allows you to follow up efficiently and identify which leads are most likely to convert. Additionally, many CRM systems offer features such as automated dialing and call recording, which can save time and improve your performance. By keeping your cold calling efforts organized, you’ll be able to track your progress and stay motivated.

Leverage Your Coaching Skills

As a coach, you have a unique set of skills that can make your cold calls more effective. Use your active listening skills to truly understand the needs of your prospects. Ask open-ended questions to engage them in conversation and uncover their challenges. Your ability to build rapport and trust quickly can set you apart from other cold callers. By demonstrating genuine interest in their success, you’ll create a positive impression and increase the likelihood of converting prospects into clients.

Have a Thick-Skin and a Soft-Heart

Rejection is a natural part of cold calling, and it’s important not to take it personally. Remember, not every call will result in a new client, and that’s okay. Instead of getting discouraged, view each call as an opportunity to learn and refine your approach. If you’re feeling brave, ask for feedback when a prospect isn't interested, and use that feedback to improve your pitch. Maintaining a growth mindset will help you navigate the ups and downs of cold calling and continually improve your technique.

Stay Persistent and Positive

Finally, persistence is key. Cold calling can be tough, but staying positive and persistent will pay off. Set daily or weekly goals for your calls and track your progress. Celebrate small victories along the way to keep yourself motivated. Remember, each “no” brings you closer to a “yes,” and with each call, you’re gaining valuable experience and insights that will help you improve.

Cold calling may be outside your comfort zone, but with preparation, persistence, and a focus on the benefits of your coaching services, it can become a valuable part of your business development strategy. By leveraging your coaching skills and maintaining a positive attitude, you can turn cold calls into opportunities for growth and success.

More about Ray Mitchell

Ray is a Winston-Salem, NC based marketing consultant and serves as a mentor at Forsyth Community College’s Small Business Center. He is the author of Magical Websites for Coaches: The Independent Coach’s Guide to Designing and Building a Highly Effective Website, which is available on Amazon.