She looked at me with tears in her eyes and a lump in her throat.
“I really thought she was going to say yes.”
This client—let’s call her Grace—had poured her heart into a 90-minute discovery call with a potential new client. She was exhausted, heartbroken, and more than a little frustrated.
I asked her gently, “How long was the call again?”
“An hour and a half.”
My internal alarms went off.
🚨 Red Flag #1: That’s way too long for a first call.
🚨 Red Flag #2: She never once mentioned her offer until the last 7 minutes.
And what did she do in those 83 minutes before that?
She coached her.
She helped her solve a real, personal problem. She gave her insight. She offered emotional support. She shared strategies and advice. And then—after 83 minutes of free coaching—she tried to casually squeeze in her package and price… in the final 7 minutes.
And guess what happened?
The woman didn’t sign up.
Grace was crushed.
And I get it. We all want to be helpful. Generous. Supportive.
But this was the hard truth I had to give her:
You coached her out of hiring you.
Mistake #1: You’re Coaching Instead of Selling
This is one of the most common mistakes I see new coaches make—and it’s sneaky because it feels good. It feels generous. But it’s actually costing you the very thing you’re trying to build: a sustainable, soul-led business.
When you give someone an entire transformation (or close to it) in the discovery call, they walk away thinking:
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“Wow, that was great!”
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“I got so much out of that.”
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“Maybe I don’t need to hire her right now…”
See the problem?
You scratched the itch. You relieved the pain. You gave away your magic without an energetic or financial exchange. And while it felt helpful, you actually disincentivized the decision.
But I Just Want to Be of Service…
I hear you. I see your big heart.
But service doesn’t mean solving.
Sales calls aren’t coaching sessions. They’re connection sessions.
When you blur the line between “helpful” and “working for free,” you burn out fast—and confuse your potential clients in the process.
Coaching says, “Here’s how to fix this.”
Sales says, “Let’s see if we’re a good fit to fix this together.”
Big difference.
Why This Backfires (Even If You Mean Well)
Let’s break it down:
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You coach for 90 minutes → they feel grateful but full
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You mention your offer at the very end → now it feels like a bait-and-switch
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You rush through the price → they don’t have time to ask questions
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They say “I’ll think about it” → and you never hear from them again
Now you’re discouraged, they’re DIY-ing (poorly), and no one gets the transformation they truly need.
What to Do Instead: Teach Concepts, Not Tactics
When you meet with a prospective client, your job isn’t to prove you’re smart, capable, or worth it.
Your job is to build connection, safety, and clarity.
Here’s how to structure it:
Call 1: The Connection Call
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15-30 minutes max
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Ask intentional questions about what they’re struggling with and what they want instead
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Reflect what you’re hearing and introduce your ballpark pricing (if it’s a fit)
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Share a price preview so they can self-vet and move forward only if aligned
This short call filters out the tire-kickers.
You’ll know instantly if someone is curious but not ready, or committed and serious.
Call 2: The Breakthrough Session
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This is where the deeper discovery happens
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Now you’re speaking to someone who’s informed, curious, and open
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You leave plenty of time to talk about your process, pricing, and answer all their questions
No rush. No weird energy. Just clear, grounded conversation.
“What would happen if your next call wasn’t about proving anything—but simply exploring if this was the right fit?”
You’re not doing anything wrong.
You’ve just been conditioned to overdeliver, overgive, and avoid the money talk.
But there’s a more aligned way.
You can show up as your calm, clear, soulful self—and still convert.
In fact, that’s exactly what your ideal clients are craving.
Ready to Stop Coaching Your Way Out of Clients?
If this hit a little close to home, you’re not alone. I made this exact mistake for years.
That’s why I put together a free guide with the 10 most common sales call mistakes new coaches make—and what to do instead.
📥 Download the free guide now →
Includes the exact structure I teach inside Launchpad for confident, soul-led sales calls.
You’ve got the heart. Now let’s build the clarity, structure, and confidence to back it up.
— Jaime 💛
