A major concern for many coaches is where they are going to get their first or next client from.

Whether you’re a new coach looking for your first client or a seasoned coach struggling to find your next, not knowing how to attract new clients is a constant worry that plagues us as coaches.

Unfortunately, client’s usually don’t just appear out of thin air.

They are cultivated and primed by you, your brand, and your marketing before ever paying you a dollar. Unfortunately, as coaches, marketing is not something we’ve been trained on nor is it our passion. We got into coaching to help people, not to become marketing experts.

Yet, basic marketing knowledge is needed in order to keep clients in the pipeline and our businesses growing.

Thankfully in this article we’re outlining 5 different ways to consistently attract coaching prospects into your business.

You can easily start utilizing these methods immediately and start seeing results so that you can go back to doing what you love most, coaching and helping people.


Offer your prospective clients a free assessment or a free consultation where they can talk one-on-one with you. This could be, for example, to assess their current situation or gain clarity around a pain point.

By offering your valuable time for free you are providing exclusive, one-on-one coaching access to you to those who are interested in what you have to say and offer.

This is a great way to get on the phone quickly with prospective clients and potentially make a sale or at the very least create a hot lead.

This works extremely well because many people are afraid of the unknown. They hesitate on moving forward with you because they don’t really know you.

They ask themselves, “Can they really help me?”, “Do they really know what they are talking about“?

These are valid questions to ask of anyone, so your job is to counter those questions with a response, and that response is a few minutes of one-on-one interaction with you so your prospects can feel confident in their choice.

By the end of these calls you have accomplished a couple of key things.

  1. The first is you established a relationship with them.  This is the first step to booking any client.
  2. The second is you can now turn these calls into potential discovery calls which leads to potential clients.

Once you establish the relationship and provide them with tons of value, you now have a hot lead. Even if they don’t sign up with you right away, there is a high chance they will book with you in the future.


This usually starts in the form of a lead magnet.  A lead magnet is a digital piece of information you create that solves a pain point for your ideal client.

You provide this to them in exchange for their name and email address so that you can add them to your email list.

This is your opportunity to provide value to your potential prospects, showcase your expertise, and start and grow a relationship with them. A lead magnet is usually where your relationship starts with your ideal client.

This can be in the form of a checklist, how-to document, ebook, report, video tutorial, training, etc.

You can promote these via various social media channels, your email list, local businesses, plus many other platforms.

By publishing new lead magnets that solve various pain points you are continuously showcasing your skills, growing trust within your ideal clients showing them you know what you’re talking about, and continuously attracts those who really need the services you are offering.

It doesn’t stop there.

Once you start that relationship, you must then nourish it. Like a plant; without nourishment the plant will die.

The same goes for your coaching business. You can obtain a prospect but they don’t turn into clients if you don’t nourish them.

You do this by offering them more value.  This could be by inviting them on a free mini coaching call with you, providing them another free digital resource, or inviting them onto a live training or webinar.

Continuously providing value will ensure you are consistently obtaining new prospects and giving yourself the maximum opportunity for turning those prospects into paying clients.

LIVE VIRTUAL EVENTScreate new clients

Giving value is one of the best paved ways to getting your message and brand out into the world.

That being said, if you want to start booking potential clients along the way then live events, such as webinars and tele-calls, are very effective ways of doing it.

It’s easy to post a pretty quote, push out a tip via tweet, or even write a blog post while hiding behind your computer, however to truly stand out in this noisy online world you need to do more.

By doing a live event you are giving yourself a platform where you can:

  • Showcase your expertise to your ideal clients for more than a few seconds.
  • Have the opportunity to tell them who you are and what your message is
  • Provide them with tons of amazing value

To top it off, at the end of the live event is where you share a call to action (CTA). You can invite them onto a discovery call, you can offer a paid offering, or you can provide them a link to opt-in to your newest lead magnet.

By concluding with a CTA you are giving yourself every opportunity to grow your following, brand, and book new clients.


When attracting your ideal clients you may get them at various stages and that’s why it’s important to create different offerings and packages at various price points.

For instance, if you’re a health coach you may get someone who is just starting to work out and wants to learn tips or you could get someone who has been struggling for a while, who has tried every diet under the sun, and needs professional help to reach the results they need.

As a business coach someone may come to you who is just starting out in their business or someone who has been in business for a year but are struggling to stay afloat and are on the verge of having to go back to their 9-5 job.

In both those examples there is potential to sell a high dollar offering and a low dollar offering. What are the indicators that separate the two?

  1. Sense of urgency
  2. Investment

When a prospect has no urgency and has made little investment (financial or time) in solving their pain point, they are less likely to purchase a higher priced offering because they don’t have an urgent need to and they don’t fully understand the power of a large investment. Therefore, a smaller offering, or in other words a “sample” will work for them.

On the other hand, when a prospect has an urgency (such as having to go back to a 9-5 job) and has been trying to solve a pain point for a while, then they understand the power of investing and getting the help they need immediately.

Another major reason is because not everyone can afford a high dollar offering. Therefore if you don’t offer lower prices then you are losing out on potential paying clients.

By having offerings at various price points it also allows a prospect to get to know you more, how you work, and the type of results you get by purchasing a small offering before they invest heavily in you.

This is where they are increasing the know, like, and trust factor (KLT). Once they become fans of your results and your work, then they are more likely to purchase a higher end product from you.

Now, you could definitely sell just one package at a high dollar price, but you will definitely be leaving money on the table every time.


Most coaches forget about doing this one yet it’s probably the most effective way to attract potential paying clients. Outreach is easy and can be done in a matter of minutes.

You can do outreach a number of ways, but I’ll focus on three major ones.

  1. People you’ve been in contact with – That could be someone who recently emailed you a question that you replied to or someone who contacted you to let you know that they love the content you’re putting out. These are very warm leads as they specifically reached out to you. Don’t let these slip out of your fingers.
  1. Your email list – Of course you can only do this if you have a list already, however it doesn’t matter if it’s a small or large list. As long as you keep the list active and engaged, then there’s the potential to attract and connect with a new client. This could be done via an email you send out to your entire list or just to a handful of the people who normally open your emails.
  1. Past Clients – If you’ve had clients in the past then these are called hot leads. These are people that have already gotten results from you, whether it was from a shorter term package, small offering, or digital product. Once someone has paid you money, they are more likely to spend money again with you than take a chance on someone else. If anything, you should follow-up with your past clients monthly to see if they want to get on a discovery call with you to potentially work more long term.

Doing outreach once a week or even monthly will ensure you aren’t leaving money on the table.


No more getting overwhelmed or frustrated with how to fill your calendar with potential leads. Finding prospects should now be a breeze. By utilizing all 5 of these methods or even a mixture of them you can now consistently attract new potential clients into your life with ease and never have to struggle again.

Have you ever used any of these methods to attract new coaching prospects? Comment below with which ones worked best for you. If you haven’t, comment below with other ways you have successfully grown your pool of coaching candidates.

Jessica Walman

Jessica Walman

Jessica Walman is a Business Coach and Marketing Strategist with a passion for simplifying digital marketing strategies, getting brands visible, and helping entrepreneurs create & build online empires. Along with helping entrepreneurs conquer their digital brands she's been featured in Huffington Post, YFS Magazine, and Evercoach.

More Posts