After selling more than $4.3 million in coaching, I’ve learned something surprising…

It wasn’t the sales strategies, scripts, or closing techniques that made the biggest difference.

It was people.

Here are some of the greatest lessons I’ve learned from selling over $4.3 million in coaching.

[People want someone to believe in them.]

My very first client in 2011 taught me this lesson. She lost over 100 pounds in 12 months and completely transformed her life. Six months later, she ran a half marathon. Her final personal training agreement was for 210 personal training sessions.

I asked her, “Why did you sign up when you could barely afford me?”

She replied, “Because I felt like you believed in me more than I believed in myself.”

[No connection, no coaching.]

The clients who experienced the biggest breakthroughs were the ones I had the deepest connection with. Every meaningful relationship starts with trust.

[Be willing to risk the relationship.]

Even though I consider many of my clients friends, they’re not paying me to be their friend. They’re paying me for results.

If I’m not willing to risk the relationship, my coaching won’t be bold enough to say what needs to be said.

[A ‘no’ today is not a ‘no’ forever.]

Some of the greatest impact I’ve had in organizations with over $100 million in annual revenue came from relationships that took more than three years to develop before we ever started working together.

Patience and consistency matter.

[Make a new friend every day.]

One of my greatest assets has been consistency. Since 2011, I’ve intentionally connected with new people every single day. It’s become a habit ingrained in who I am.

One of the best mindsets I’ve adopted is simply this:

Make one new friend every day.

Building genuine friendships creates opportunities that no sales technique ever will.

‍