The Contradictory Sales Tactics in the Coaching Industry: A Closer Look

How many sales pitches do you get via Linkedin and you guessed it, they all have the answer you have been looking for..... However if you pay attention there's a recurring paradox that seems to pervade the industry.

Many coaches these days are also touting their spirituality, abundance mindset, and dedication to service, yet their sales tactics frequently involve undermining others and promoting themselves as the sole purveyors of truth.

This contradictory behaviour raises questions about the authenticity and integrity of their claims. Let's delve into some prime examples and explore the underlying issues.

Example 1: The NLP Conundrum ( See this one everywhere )

Headline: "Why Most Coaches Get Stuck After Doing NLP… (But Guess What? This Person Has the Answer)"

Neuro-Linguistic Programming (NLP) has been a popular tool in the coaching world for decades. It promises to unlock the potential of individuals through the power of language and cognitive restructuring. However, some coaches argue that most practitioners get stuck after a certain point, implying that NLP alone is insufficient. The twist? They claim to have the "real" answer that will propel you beyond the limitations of NLP.

Contradiction: While promoting their advanced techniques, these coaches often bash NLP and its practitioners, despite NLP being a cornerstone of their own training. They create a problem ("Most coaches get stuck") and position themselves as the unique solution. This tactic not only undermines the foundational practices of the industry but also casts doubt on their sincerity about collaboration and community.

Example 2: The Revelation of Truth

Headline: "You've Been Lied To... Until Now (Yep, You Guessed It, This Person Has the Answer)"

This approach leverages the notion of secrecy and betrayal. It suggests that the broader coaching community has been deceiving you, and only this particular coach can unveil the hidden truths. The promise of exclusive knowledge creates a sense of urgency and allure.

Contradiction: By claiming that "you've been lied to," these coaches implicitly criticise their peers and the industry at large. This not only fosters distrust among potential clients but also contradicts the principles of abundance and positivity they often preach. If the goal is truly to serve and uplift others, why resort to fear and doubt as marketing tools?

Example 3: The Good vs. Bad Dichotomy

Headline: "The Good One: Discover the Only True Path to Success in Coaching"

Another common tactic is the good vs. bad dichotomy. This coach positions themselves as "the good one," implying that other coaches are inferior or even harmful. By doing so, they create a binary choice: either follow them or risk failure.

Contradiction: This black-and-white thinking is antithetical to the abundant mindset they claim to embody. In an industry that thrives on diversity of thought and personalised approaches, suggesting that there's only one true path to success is misleading and narrow-minded. It also undermines the potential for collaboration and mutual growth among coaches.

Example 4: Spiritual Superiority

Headline: "Unlock Your Spiritual Potential with the Only Coach Who Truly Understands"

Spirituality is a significant selling point for many coaches. They often emphasise their deep connection to higher wisdom and their unique ability to guide others on a spiritual journey. However, this can morph into a form of spiritual superiority.

Contradiction: The essence of spirituality is humility, interconnectedness, and service. When a coach claims to be the only one who truly understands spiritual growth, it contradicts the very principles they espouse. True spirituality recognises the value and potential in everyone, rather than elevating oneself above others.

The Underlying Issues

1. Inauthenticity: These contradictory tactics suggest a lack of authenticity. If coaches genuinely believed in abundance and service, their marketing would reflect collaboration, support, and shared success rather than competition and exclusivity.
2. Fear-Based Marketing: By creating problems and positioning themselves as the sole solution, these coaches exploit fear and insecurity. This approach is manipulative and undermines the trust and integrity essential for genuine coaching relationships.
3. Short-Term Gains Over Long-Term Impact: Such tactics may drive immediate sales, but they erode long-term credibility and trust. Clients who feel misled are unlikely to become loyal advocates or refer others.

The coaching industry is filled with individuals who genuinely seek to help others and make a positive impact. However, it's crucial to be aware of and critical of the contradictory sales tactics that undermine these noble goals.

Authentic coaches should strive to embody the principles they teach, promoting an environment of mutual respect, collaboration, and genuine service. By doing so, they not only enhance their credibility but also contribute to a more positive and supportive industry overall.

At the end of the day, you have a program, you have a service or product, right?

You are trying to sell or gain clients..... well show them the results !

RESULTS | CREDIBILITY | MORALS | INTEGRITY

glennmarsden.com