Sales Calls That Don't Feel Like Selling: A Simple Structure for Coaches

You're 30 minutes into a great conversation. They're nodding. They're telling you things they haven't told anyone.

Then they ask, "So... how much is it?"

And your stomach drops.

If that's you, here's the fix. A sales call that doesn't feel like selling is a structured conversation where the other person does most of the talking. You find out where they are, where they want to be and what's in the way. Then, only if your offer is a fit, you describe it, say the price plainly and ask for a decision. No tricks. No pressure. Just a clear structure that makes the money part feel like a natural next step.

The best sales calls are mostly listening

Most coaches and consultants talk too much on sales calls. They're nervous, so they explain their method, their background and every module of their program.

That's backwards. People don't buy because you explained your process well. They buy because they felt understood and they could see a clear path from where they are to where they want to be.

Aim for the prospect talking about two-thirds of the time until you get to your offer. If you're doing more than that, you're presenting, not having a conversation.

Do the filtering before the call

The easiest sales call is with someone who's already a likely fit. So do some of the work before you get on the phone.

Use a short application or booking form with three to five questions:

• What's going on in your business (or life) right now?
• What would you like to be different in six to twelve months?
• What have you already tried?
• Are you ready to invest in help if it's the right fit?

That last one matters. It tells people a paid offer is on the table, which saves you both an awkward moment later. I wrote more about pre-qualifying your prospects with your consultation page.

Read their answers before the call. Note one or two things you want to ask about.

Open by setting the agenda

The first two minutes set the tone for the whole call. Say what's going to happen, including the part where you talk about working together.

Something like:

"Thanks for making the time. Here's how I'd love to use the next 45 minutes. I'll ask you some questions about where you are and where you want to go. If it looks like I can help, I'll tell you how I work and what it costs. If it doesn't look like a fit, I'll tell you that too, and point you toward something better. Does that work for you?"

This one paragraph takes most of the pressure off. They know there's an offer coming, so it won't feel like an ambush. And you've given yourself permission to make it.

Ask where they are now

Spend the next ten to fifteen minutes here. Your only job is to understand.

Good questions:

• "Tell me what's going on right now."
• "How long has it been like this?"
• "What have you tried so far? What happened?"
• "What's a normal week like for you at the moment?"

Then follow whatever they say with "Tell me more about that" or "What do you mean by that?" The first answer is rarely the real one. The second or third usually is.

Don't coach them yet. It's tempting to jump in with advice. Hold it. You'll have plenty of chances to help once they're a client.

Ask where they want to be

Now turn to the future. Make it specific.

• "If we were talking a year from now and things had gone really well, what would be different?"
• "What would that mean for you, personally?"
• "Why does this matter now, rather than six months ago or six months from now?"

That last question tells you about urgency. If there's no real reason for now, they may be a great prospect for later, and that's fine.

Find out what's in the way

This is where the gap becomes clear to both of you.

• "What do you think has stopped you from getting there on your own?"
• "If nothing changes, where do you think you'll be in a year?"
• "What's that costing you, in time, income or anything else?"

Ask these gently. You're not trying to make them feel bad. You're helping them say out loud what they already know.

Sum it up in their words

Before you say anything about your offer, play back what you heard:

"Let me make sure I've got this. Right now you're getting most of your clients through referrals, but it's unpredictable and you had two empty months this year. You want to be fully booked with clients who pay your full rate, and you'd like to stop working weekends. The thing that's been in the way is that you don't have a reliable way to find clients beyond word of mouth. Is that right? Anything I missed?"

Use their language, not yours. If they said "I'm drowning", don't say "you're experiencing capacity constraints."

When they say "Yes, exactly", you've earned the right to talk about your offer.

Make the invitation, then describe your offer briefly

Ask first:

"Would it be helpful if I shared how I'd help with that?"

Almost everyone says yes. Then describe your offer in terms of what they just told you, not as a list of features. Three or four sentences:

"Here's how I'd help. We'd work together for six months. The first month is about building one reliable way to bring in clients that isn't referrals. After that, we'd meet every two weeks to work on filling your calendar and raising your rate. And you'd have me on email between calls when you get stuck."

Then stop and ask, "How does that sound?"

Say the price plainly, then stop talking

When they say it sounds good, tell them what it costs. One sentence. No apology, no wind-up, no "it's actually really reasonable when you think about it."

"The investment is $4,500, or three installments of $1,600."

Then be quiet. Let them think. The silence will feel long to you. It isn't long to them.

If you find your voice shaking when you say the number, practice it out loud until it doesn't. Your confidence in the price shapes how they hear it. And if you can't say it with a straight face, it might be time to look at when to raise your prices, or whether the offer itself needs to change.

Handle "I need to think about it" honestly

"I need to think about it" is almost never about thinking. Usually there's one specific concern they haven't said yet.

Don't push. Don't hand them a deadline you made up. Ask:

"Totally fair. It's a real decision. Can I ask what you'd want to think through? Sometimes it helps to talk it out while we're both here."

Then listen. The answer is usually one of these:

• Money. "Is it the total amount, or the timing of it?" If it's timing, installments may solve it. If it's the total, be honest about whether this is the right moment for them.
• Timing. "What would need to be true for the timing to feel right?"
• Someone else. "Would it help if I sent you a short summary of what we talked about to share with them?"
• Doubt it'll work. "What would you need to see to feel confident this would work for you?"

If they still want time, that's their right. Book a follow-up before you hang up: "Shall we put 15 minutes in the calendar for Thursday so you can let me know either way?" A clear date is kinder than leaving them to dodge your emails.

And if they say no, thank them and mean it. A gracious no today often becomes a yes later, or a referral.

Answer price questions honestly

A few price questions come up again and again. Here's how I'd answer them.

"Why does it cost that much?" Go back to what they told you. "You mentioned two empty months this year. If this helps you fill even one of them, how does that compare to the investment?" Let them do the math.

"Can you do it for less?" Don't discount the same program. Change the scope instead. "I can't change the price of this program, but I could do a three-month version that focuses on just the first part for $2,400." The value and the price stay matched.

"Do you offer installments?" If you do, say so plainly. If you don't, say that plainly too.

"How much is it?" asked in the first five minutes. Give them a range and a reason to wait for the details: "My programs run from $2,000 to $5,000 depending on what you need. Let's figure out what you need first, and then I'll give you an exact number." Most people relax once they hear a real range.

If you want a list of phrases that quietly sabotage a sale, read what not to say in a sales conversation.

Follow up the same day

Whatever the outcome, send a short email within a few hours.

If they said yes, send the next steps and how to pay. If they want to think, send a three-line recap of what they want and how you'd help, plus the follow-up time you agreed. If they said no, thank them and leave the door open.

Then do it again on the next call. The structure gets easier each time, and so does the money part.

Where coaching fits

Sales calls are only one step. You also need enough of them on your calendar, and that's a question of getting sales consistently.

Momentum includes a monthly live sales training, Get the Client, led by Jennifer Rada. Your own Momentum Coach then helps you apply it to your offer and your calls on your monthly private coaching calls. If you're earning $30K to $99K a year and calls are where things stall, Momentum Accelerate is built for that stage. You can read more about how we help you grow your business.