Let’s talk about Ashley.
Ashley was a brilliant coach with a beautifully designed 12-week program.
She had Canva slides.
A custom PDF welcome kit.
And a Google Doc so polished it could’ve run for office.
So when it came time for a discovery call, she did what she thought she was supposed to do:
She pitched the hell out of her program.
She talked through each module in detail.
She explained the welcome sequence, the Voxer support, the payment options.
She was proud—and it showed.
But when she got to the end and asked,
“So… would you like to move forward?”
The client hesitated.
Then said something that caught her off guard:
“It sounds amazing. I just don’t know if it’s the right fit for me.”
Oof.
What Went Wrong?
Ashley didn’t do anything bad.
She believed in her offer. She wanted to help. She was enthusiastic.
But… she made her offer the hero of the conversation.
She was so focused on showcasing the program that she forgot who the story was actually about:
The client.
Sales Calls Are Storytelling
And in every great story, there’s a very specific formula:
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The hero is on a quest.
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The guide gives them a map, tools, or support.
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The villain is the obstacle (internal or external).
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The win is who they become in the end.
But here’s the twist:
You are not the hero.
Your client is.
Your offer is the guide.
Your job isn’t to shine.
It’s to show them how they can shine—with your support, tools, and structure.
❌ What “Hero-ing Your Offer” Sounds Like:
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“Let me walk you through the entire 10-module curriculum…”
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“You’ll get 12 Voxer check-ins, 3 bonus lessons, and 4 downloadable guides…”
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“This program is everything you need to succeed.”
(And sure, that last one might be true. But it still centers the program.)
What to Say Instead
Let’s reframe.
Try this:
“Based on what you’ve shared, here’s what I’d recommend to help you get unstuck—and how we could do that together.”
Then add:
“My role is to help you build momentum, stay accountable, and follow a path that’s clear and doable for you. Does that feel like what you need right now?”
See the shift?
You’re positioning them as the empowered main character.
You’re showing how your offer supports their journey—not how they fit into your program.
Reminder:
No one wakes up in the morning dreaming of your coaching package.
They wake up dreaming of the life they want.
You’re just the one who helps them get there faster.
It’s easy to get excited about your offer (and you should be!).
But don’t let your enthusiasm turn into a TED Talk.
Instead, make your client the center of the story—and watch how much more clearly they see themselves saying yes.
Want More Soulful Sales Shifts?
This is just Mistake #5 from my free guide,
“10 Ways You’re Accidentally Talking People Out of Hiring You.”
📥 Download the guide here →
You’ll learn exactly how to guide your discovery calls like a pro—without over-coaching, undercharging, or over-talking your way out of the sale.
Let’s build a business that sells with soul.
— Jaime 💛
