Finding clients for your coaching business

Finding clients for your coaching business

You’ve completed your DISC certification and are excited to help people achieve their potential! Where do you find them? Won’t they just beat a path to your door once they see your shiny new title? Wouldn’t that be nice? Yes, it would, but you are actually going to have to sell your services before you can deliver them. Let’s take a look at some best practices for finding clients for your coaching business.

Elevator Pitch

Do you know how you sometimes only have 30 seconds to explain your services to someone? This approach is natural for the “D” style coach, as well as for the “I” style who is a natural communicator. That’s where your “elevator pitch” comes in handy. If you haven’t heard of this, it gets its name from the short amount of time you might have with someone as you ride the elevator together. The goal is to engage them and get them to ask you more about your business or service. One of my favorite formats for this is more conversational than pitchy, like “You know how….” and complete the question with the problem that you can help them with. Then a short sentence or two about how you help solve it. Whatever format you choose, practice and polish it until it seems second nature.

Exhibitions and conferences

If you have money in your budget to attend industry trade conferences, or better yet, set up as a vendor, these can increase your network of possible clients. Conferences and exhibitions are the ideal environments for the “I” style coach to shine and attract attention, as well as for a “C” style to demonstrate their expertise and coaching approach in details. Think about giving away something of value in exchange for prospects’ email addresses. For example, consider offering a complimentary DISC assessment and schedule a follow-up coaching session. It gives you a reason to follow up with them, and once they see the value, they may want several team members to go through the same process.

Chamber of commerce

This local resource is worth paying the small membership fee ($100-$200/year) to connect with businesses in the area. This approach is ideal for the “S” style coach, as they can prepare for the presentation and know what to expect. Getting to know other business owners will place them in a familiar environment and enable them to present at their best. Consider offering a free workshop for members through the chamber. During the event, provide valuable information, possibly describing the DISC personality model, then offer discounts for follow-up work. This will continue to build your network. You never know who else your local chamber members can introduce you to.

Online presence

In today’s business world, you have to make a good impression online and electronically. We recommend having a professional website with a blog where you can share helpful information with potential clients. Giving potential clients a taste of what you can help them with builds trust. One of the best resources I continue to use is Hubspot. The Hubspot blog consists of almost endless, free information on how to get people to contact you through your website, email marketing, or social media accounts. You can also share content on your blog from other sources (such as our blog, Just reference and credit the source. Your followers may not be following us, but they will find the information you share valuable. An online presence is suitable for any personality, and you can showcase your strengths in the way most natural for you.


Of all the social networks, LinkedIn is the best one to build first when it comes to your coaching business. You probably already have a personal page. Dress it up by linking your website, adding any video or audio content, and find and share valuable content you find. It’s also recommended you create a LinkedIn page for your business. It’s more specific to just your coaching business and may come up in searches even when your profile doesn’t. LinkedIn is an excellent resource for finding potential targets to reach out to discuss your services, especially within your circle of connections. Similar to your online presence, your LinkedIn profile will reflect your personality style. Do not forget to include what your DISC personality style is and how you use your behavioral knowledge to offer solutions.

There are several other tactics for prospecting, including email marketing, direct mail marketing, asking for referrals, advertising (both print and digital), and cold calling. Eventually, you need to talk with someone directly to build a trusting relationship and sell them on your value. Still don't know where to start - check out the Business Partner Training Program for practical answers and how-tos. Your network will become your greatest asset for future opportunities to build your coaching business!

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Written by: Michael Dattilio

Michael Dattilio enjoys focusing on the interactions of parts in any system, be it a team, a process, or an organization to help create simple solutions to sometimes complex challenges. Personality Style: D