Client Acquisition: Common Mistakes to Avoid

Struggling to get coaching clients? You’re not alone. Many coaches make these key mistakes:

1. Trying to help everyone instead of targeting a specific niche
2. Setting prices too low, undervaluing their services
3. Using confusing or inconsistent marketing messages
4. Neglecting email marketing in favor of social media
5. Poor onboarding and follow-up processes

Here’s how to fix them:

• Define your ideal client clearly
• Price based on value, not time
• Craft a consistent brand message
• Use multiple marketing channels, especially email
• Create a smooth client experience from start to finish

Remember: Focus on the transformation you offer, not just your time. When clients see the value, they’ll pay for results.

Quick tips: • Charge at least $1,500 for life coaching packages • Use simple, clear pricing structures • Follow up consistently – 80% of sales happen after the 5th contact • Automate your workflow with tools like Dubsado

Take action: Map out a 30-day plan to implement these fixes. With the coaching industry growing fast, there’s room for coaches who get it right.

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What Makes Client Acquisition Work

Client acquisition isn’t just about finding people to pay for your services. It’s about building a system that brings in the right clients consistently. The coaching industry hit $11.6bn in 2020, so there’s plenty of opportunity – if you know how to tap into it.

Main Parts of Getting Clients

Your unique value proposition (UVP) is the foundation. Matt Ackerson puts it well:

"You’re a coach – not a marketing guru."

Focus on what makes your coaching different. This clarity helps attract clients who actually need what you offer.

Your client acquisition system needs three key pieces:

1. Lead Generation: Create content that speaks to your target audience’s problems. 91% of successful brands use content marketing to generate leads. Why? It builds trust before asking for business.
2. Relationship Building: People want to be treated like… well, people. 84% of customers say so. Personalize your approach and follow up consistently. Free consultation calls are a great example – they showcase your expertise and build trust.
3. Converting Prospects: Turn interested people into paying clients through a clear sales funnel. Endora Mackrodt, Executive Contributor at Brainz Magazine, nails it:

"Success in the coaching industry demands perseverance, continuous learning, and a commitment to delivering value."

How Mistakes Affect Your Business

Messing up client acquisition can hurt your business in three big ways:

1. Lost Revenue: Creating packages without checking with ideal clients first? You’ll struggle to sell them. That’s wasted time and missed income.
2. Damaged Reputation: Poor follow-up with leads makes you look bad. Stephanie Heitman from LocaliQ says:

"People will pay more for a better customer service experience."

Mess this up, and you lose both current and future opportunities.

3. Wasted Resources: Jumping into expensive marketing without a strategy burns through budgets fast. Instead, understand your audience. 26.1% of social media users research services like coaching online. A targeted presence beats random advertising any day.

The key? Build a system for finding and converting clients. Have clear processes for lead generation, qualification, and follow-up. Do it right, and you’ll create a steady flow of ideal clients who value your services and are ready to pay for them.

Finding the Right Clients

Most coaches make a big mistake: they try to help everyone. But here’s the thing – the coaching industry is worth $2.5 billion, yet only the top 10% of coaches make six-figure incomes. Why? They zero in on specific target markets instead of casting a wide net.

Why You Can’t Help Everyone

When you try to appeal to everyone, your marketing falls flat. LaTisha Styles from You’ve Got Clients puts it this way:

"If you try to pick a very vague coaching niche, such as general life coaching, people will not understand the specific value you create in their lives."

Let’s talk numbers. General coaches? They typically earn between $20,000 to $50,000 a year. But niche-focused coaches? They can earn way more. Why? They position themselves as experts in specific areas.

Take Michael’s story. He overcame a severe stutter through personal development. Then, he found his calling: helping others who stutter. By focusing on this niche, he built a successful coaching business. How? Through targeted YouTube content that spoke directly to his ideal clients’ needs.

Meeting Client Needs

Knowing your ideal clients isn’t just about demographics. You need to dig deeper:

Anna Hunyadi, a Freelance B2B Writer, nails it:

"An ideal client profile provides clarity, and message clarity inspires action."

But here’s the kicker: don’t just guess. Do your homework. Talk to potential clients. Run surveys. Host polls. Get the real scoop on what they need and want.

And remember – your ideal clients should click with your expertise and values. The Life Purpose Institute says it best:

"Just because you are a new coach doesn’t mean that you must enter into relationships with clients that are not mutually beneficial for both parties."

Look for clients who are hungry for change and get that coaching takes work. When you find this sweet spot, you’ll see better results for them and have a more fulfilling career yourself.

Marketing Mistakes to Fix

Email marketing beats social media by 40% for getting new customers. But many coaches still focus only on social media. Let’s look at some common marketing mistakes and how to fix them.

Mixed Marketing Messages

Sending different messages confuses people and hurts your brand. Jessica Yarbrough says coaches often try to sell too many things to too many people. This makes it hard to stand out.

Good messaging looks like this:

"If your messaging doesn’t connect to your target audience, then neither will your marketing."

How to fix it? Check all your marketing stuff for mixed messages. Make clear rules for your brand’s voice, values, and key messages. Then stick to them.

Using Marketing Channels Wrong

Don’t rely on just one way to market. People spend over 2 hours a day on social media. But here’s the problem: you don’t own those platforms.

"Don’t put all your eggs in the social media basket. You have no control over the algorithm and your account can sadly get shut down at any time."

Smart coaches use different marketing channels. Facebook says they’re 89% effective for targeted campaigns. But using multiple channels is safer for getting clients.

Try this:

1. Build an email list first
2. Use social media smart (Facebook and LinkedIn work best for leads)
3. Make your website work well on phones (54% of web traffic is mobile)
4. Create good content that shows you know your stuff

Marketing isn’t just selling. Give value and build relationships with people. When you have clear messages and use the right channels, you’ll get more clients over time.

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Pricing and Package Mistakes

Coaches often struggle with pricing. Life coach rates typically range from $75 to $250+ per session. But many set their prices way too low. This hurts both getting clients and keeping the business going.

Setting Prices Too Low

Charging too little is a big no-no in coaching. Industry data shows life and health coaches should charge at least $1,500 for packages. Business coaches? They shouldn’t go below $3,000 for three months of coaching.

Here’s a quick look at typical pricing in different coaching niches:

"Assuming none of your prospects can afford to work with you means that you’re either trying to sell the right thing to the wrong people, or the wrong thing to the right people." – Alisa Barcan

Making Programs Too Complex

Fancy, complicated pricing? It scares people away. Picture this: a VIP coaching package at $7,515 with 20 sessions, emergency calls, and a bunch of extras. Yikes! That’s too much for most folks to wrap their heads around.

What works better? Simple, clear packages. Here’s what a good package might look like:

• Monthly fee with a set number of sessions
• Clear goals and outcomes
• Simple add-ons if needed

"If you don’t believe in your worth, your potential clients won’t either."

It’s all about finding that sweet spot. You want to offer value without making things too complicated.

Amanda Frances, a top life coach, says: "Charging more can be scary but ask yourself honestly: Are you pricing yourself low out of fear?"

Here’s a pro tip: Focus on the transformation you’re offering, not just the time you’re spending. When clients get how much value they’re getting, they’re more likely to pay up – even if the price is high.

Client Service Mistakes

Even with great pricing and packages, bad client service can tank your coaching business. A quarter of customers bail after one lousy experience during onboarding. Let’s look at two big areas where coaches often mess up.

Weak Client Start-up Process

A crappy onboarding process can turn excited clients into angry ones fast. GUIDEcx found that good onboarding can cut start-up time by half and need way fewer meetings.

"If you’re not adapting to the market, to your ever-changing product or the elements of your team and the requirements or expectations of your customers and not looking for ways to do things better, then you’re going to fail", says Mark Mitchell, Director of Customer Experience at GUIDEcx.

Here’s what good client start-up looks like:

Poor Client Follow-up

Most coaches don’t get how important follow-up is. Here’s the deal: 92% of coaches quit after four calls, but 80% of prospects say "no" four times before saying "yes." And get this: only 3% of your market is ready to buy now, while 56% aren’t there yet.

"Customers will drop you fast if you don’t provide ongoing, personalized support for the entire duration of the agreement", warns the WalkMe Team.

This matters because happy customers spend up to 140% more than unhappy ones.

To keep clients happy:

• Book your next follow-up during the current call
• Give value in every interaction
• Use the client’s favorite way to communicate
• Answer questions within an hour (half of clients expect this)

Here’s the kicker: 92% of consumers and 89% of business buyers are more likely to buy more stuff after a good experience. So, by upping your client service game, you’re not just avoiding screw-ups – you’re setting yourself up for long-term success.

How to Fix These Mistakes

Let’s dive into the key fixes that’ll supercharge your client acquisition. We’ve got data-backed solutions from coaches who’ve cracked the code.

How to Define Your Target Market

Here’s the deal: stop trying to help everyone. The Speaker Lab found that coaches with a laser-focused target market crush it compared to the "I help everyone" crowd.

Instead of vague statements like "I help people find clarity", get specific:

"I help baby boomers build wealth and confidence for a killer retirement."

Want to nail your target market? Here’s how:

"Be selfish in here. As it will actually bring more value to the others at the end", says Ania, a coach who’s been there, done that.

How to Set Better Prices

Let’s talk numbers. Recent industry data shows life coaches should charge at least $1,500 for packages. Business coaches? Start at $3,000 for three months.

Here’s what the top earners do:

Focus on results, not hours. If you help a business client rake in an extra $1 million, charging 10% of that is a no-brainer.

Structure your pricing with a solid upfront commitment. For a £3,000 program, ask for £1,000 upfront, then 5 monthly payments of £400.

"The truth is though, that’s not where the real value of working with you lies. As a coach, the real value that you provide is in the result that you’re able to help your clients get", says Luisa, a coaching veteran.

Ways to Improve Client Experience

Time to level up your client experience with some tech magic. Tools like Dubsado can automate your entire client workflow – from contracts to invoicing.

Want to add a personal touch? Send welcome videos or client gifts during onboarding.

Here’s how to create a rock-solid onboarding system:

• Deep-dive intake sessions to get client goals
• Client management software for smooth sailing
• Clear communication boundaries and response times
• Program agreements sent ASAP after discovery calls

"Think about your own business and what would set up your client (and you as the coach) for success", advises Laura, a coaching pro.

Next Steps

Ready to boost your client acquisition? Let’s turn these insights into action. McKinsey & Company found that businesses nailing personalization make 40% more money than their rivals. That’s huge.

Map out your 30-day plan. The U.S. coaching industry has grown from $707 million in 2011 to $1.34 billion in 2022. There’s room for coaches who get it right.

Here’s your 30-day roadmap:

1. Week 1: Know Your Market

Define your ideal clients. Who are they? What problems do they face?

2. Week 2: Price It Right

Rework your packages. Focus on the value you deliver.

3. Week 3: Align Your Marketing

Check your marketing channels. Make sure they’re all singing the same tune.

4. Week 4: Smooth Out the Client Experience

Set up systems to make things run like clockwork.

Good news: 33% of organizations now have coaching budgets – up 25% since 2019. That means more chances for coaches who position themselves well.

"Companies that rely heavily on data analytics are 23 times more likely to outperform their competition in customer acquisition", notes a recent industry study by CB Insights.

Build real relationships in your network. Coaches who get involved in professional communities grow faster through referrals. Think about joining coaching groups or teaming up with businesses that complement yours.

Your success depends on doing the work. Set SMART goals and tweak your approach based on what actually happens. Recent studies show that businesses keeping their brand consistent across channels build more trust and keep clients longer.

"The excitement of a new coaching client can be thrilling, but if you’re in this business for the right reasons, genuine excitement will come from helping your clients achieve the results they’re looking for."

Take a weekly look at how you’re doing. Coaches who regularly check their strategies and adapt based on feedback tend to keep winning at client acquisition long-term.

FAQs

Why am I not getting coaching clients?

You’ve got a solid niche and a great offer. So what’s the hold-up?

It’s probably your marketing.

Marketing coach Stephanie Fiteni puts it bluntly: "Your marketing isn’t optimized… you’re not reaching the right people at the right time."

Here’s the deal: People need to see your message about 7 times before they’ll bite. It’s called the "marketing rule of 7".

But many coaches stumble. They:

• Put all their eggs in the social media basket
• Don’t have a clear message
• Hide in their "safety cave" instead of talking to people
• Try to do ALL the marketing things at once

Sound familiar?

How do coaches market themselves?

Smart coaches share what they know. A lot. And they do it everywhere they can.

Why? It shows people you know your stuff.

Dr. Demartini, a big name in speaking and writing, says: "If you help them, the way you speak and communicate with them in a way where they’re going to get their highest values met, they’ll take on what you ask them to do."

Want to nail your marketing? Pick 3-5 of these and go all in:

• Write guest posts for industry blogs
• Give expert quotes to media sites
• Run webinars (charging $10 works well)
• Offer free strategy sessions
• Get out there and network

Just remember: Good marketing takes time. Keep showing up, keep helping people. Even when the economy’s rough, coaches who stick with their marketing keep growing their client list.

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