The Glasgow Hotel: When Perception Becomes Reality

Coaching, like any business, is built on trust, reputation, and the experience you deliver to your clients. But what happens when a single misstep unravels all of that? Let me share a story that’s stayed with me for years—a moment when perception became reality and trust was broken in an instant.

In 2011, I went on a business trip to Glasgow with two colleagues. As a new business, we all wanted to keep costs down, so we opted for a budget-friendly hotel. I understood the reasoning, and I respected the need to save. But when I stepped into my room, reality hit hard.

The bathroom hadn’t been cleaned. The tub was full of someone else’s leg hair. I couldn’t believe it. Whatever trust I had in the hotel disappeared on the spot. No amount of savings could make up for the feeling of neglect and disregard. I checked out immediately.

That experience wasn’t just about cleanliness—it was about how perception shapes value, trust, and reputation. The hotel didn’t just lose a night’s stay; it lost my confidence, and I doubt I was the only one. For coaches, the lessons are clear: every detail matters. From the first impression to the smallest interaction, your clients are forming opinions that will shape your relationship.

Here’s what we can learn from that disastrous experience and how to apply it to your coaching business:

1. First Impressions Set the Tone

The moment I walked into that unclean bathroom, the experience was ruined. No matter how comfortable the bed might have been or how friendly the staff were, my perception of the hotel was already decided.

For Coaches: First impressions matter. Whether it’s your website, your discovery call, or your onboarding process, the way you present yourself sets the tone for the entire relationship. Make sure every first interaction reflects professionalism, care, and attention to detail.

2. Perception Shapes Value

That hotel may have been affordable, but its lack of cleanliness created the perception that it was low-value and unprofessional. The cost didn’t matter anymore—what I saw told me all I needed to know.

For Coaches: Clients judge your value based on how you present your service. Ensure that every interaction, from emails to meetings, reflects the quality and professionalism you want your clients to associate with you.

3. Trust Is Fragile

As a guest, I trusted the hotel to meet basic standards. When it failed, that trust was immediately broken, and there was no recovering it.

For Coaches: Trust is the foundation of any coaching relationship, and it’s easily lost. Delivering on promises, meeting expectations, and maintaining consistent quality are essential to building and keeping trust.

4. Cheap Doesn’t Always Equal Value

Budgeting carefully made sense, but compromising on quality didn’t. That hotel may have been cost-effective, but it failed to deliver any sense of value.

For Coaches: Underpricing your services or cutting corners to stay competitive can backfire. Clients value transformation and quality over a low price. Ensure your pricing reflects the value and outcomes you deliver.

5. Reputation Is Built on Experiences

That unclean bathroom left a lasting impression, and not in a good way. Experiences like this spread quickly, impacting how others perceive the business.

For Coaches: Every interaction you have with a client contributes to your reputation. Positive experiences build advocates who promote your business. Negative experiences can harm your brand and push clients away.

6. Know Your Audience’s Expectations

While my colleagues were focused on saving money, my expectations were different. The hotel failed to account for the diverse needs of its guests.

For Coaches: Understand your clients’ values, goals, and priorities. Tailor your services to meet their specific expectations, rather than assuming a one-size-fits-all approach.

7. You Can’t Afford to Ignore the Basics

Cleanliness is a basic expectation in a hotel. Neglecting something so fundamental meant the hotel failed before it even had a chance to impress.

For Coaches: No matter how advanced or innovative your coaching methods are, neglecting basic client needs—like clear communication, timely follow-ups, or creating a welcoming experience—will undermine your efforts.

Final Thought: Perception is Reality

The Glasgow hotel didn’t just lose my business—it taught me a lasting lesson about how trust, value, and reputation are built (or destroyed). For coaches, these lessons are just as relevant. Clients aren’t just buying your services; they’re buying the experience you provide, the trust you build, and the reputation you’ve earned.

As you plan for 2025, ask yourself:

• Are you making the best possible first impression?
• Are you delivering value that aligns with your clients’ expectations?
• Are you consistently building trust and reinforcing your reputation?

Let’s Talk About Your 2025 Plans

If you’re ready to make 2025 the year you elevate your coaching business, let’s have a conversation. Message me about your plans, and let’s explore how to create an unforgettable experience for your clients—one that builds trust, value, and lasting relationships.