How to Call Leads Without Being Annoying as a Coach

If you've ever stared at your list of leads and thought, "I don't want to call them, I'll just be bugging them," this post is for you. I'm going to show you how to call leads without being annoying, using three shifts and one reframe that changed how I see every sales call. After helping coaches sell over $10 million, this is what I've found makes the biggest difference.

Why calling leads feels annoying

A lot of coaches are great at what they coach. They're just not as comfortable with the selling side. And so when it's time to pick up the phone, it feels like you're interrupting someone. Like you're the pushy salesperson.

Part of that comes from how sales has been done. Sales has a bad name because of a few slick, hard-pressure salespeople. But it doesn't need to be like that. A sales call can just be a conversation where you get to know someone and offer them a path.

Here are the three shifts.

Want to go even deeper? Watch the full video.

Shift 1: See selling as service

Think about who you're calling. This person opted in to your lead magnet. They signed up for your free training or webinar. They wouldn't have done that if they weren't interested in what you offer.

So they probably have a problem they want solved. And they're actively looking for a fix. Whether it's you or someone else, they're going to find somebody to help them.

And so instead of thinking, "I'm trying to take their money," think, "I'm giving this person a solution to their problem." That's it. You're serving them.

On the call, you can simply say something like: "There are a couple of paths you can go down. You can keep trying to do this yourself, or, are you looking for help if I can get you to your goal faster?" That's not pushy. That's honest.

If you want more on this, here's how to sell coaching without feeling salesy.

Shift 2: Remember why you started

Why did you start coaching in the first place? Two reasons, usually. You love what you coach. And you know there are people out there who need what you have.

Don't get me wrong. Stepping outside of your comfort zone and learning to sell isn't easy for everyone. It depends on your background and your skill level. But the call you're scared to make is the exact reason you started. Someone needs your help. This is just the uncomfortable part in the early phases.

I love selling. I love getting on the phone with people. Why? Because when I sell someone into my program, I know it's going to help their business in a big way. In my mind, they're the ones getting the better end of the deal.

So instead of seeing the call as a roadblock, see it as a step you have to take to get someone to the outcome they want.

Shift 3: Detach from the outcome

If you're in a spot where you need a sale this week or you can't pay rent, that's a hard position to sell from. I like the idea of going all in. But I don't think it's a good idea to get on calls thinking, "I need this sale or I can't put food on the table."

People can feel it. Some call it "sales breath." The prospect can tell you're trying to get the money because you need it. And then it feels like a sales call, and they pull back.

If that's you, my thought is to find a part-time job or something else for now, so you don't need the outcome as badly.

When you can get on a call and not care whether this person pays you or not, two things happen.

• It stops feeling like sales. To them and to you.
• You close more. Funny enough, when they don't feel like you need their money, you can talk to them more clearly.

It also makes calls more fun. When I get on a call now, I'm just trying to find the best path for that person. Maybe it's our free YouTube videos because they don't have the funds right now. Maybe it's our $97 a month community. Maybe it's our higher-level program where we work more hands-on. Whatever bucket they fit in, I'm cool with it.

Of course I want to get paid. It's a business, and I have a family and a team to take care of. But I'm not attached to the result, and that makes everything simpler.

The reframe that changes it all: the burning building

Now, the one reframe I promised. Many of you have a mental roadblock about calling leads. "I don't want to call them too much. They don't want to be called."

Here's how I see it. That phone call might be the most important 10 minutes of that person's day, their week, maybe their year. Because you could be opening the door to the outcome they've always wanted.

If people had everything they needed to reach their goal, they would have done it already. They're missing something. Taking action, accountability, knowing the steps. And a lot of the time, they don't even know what they don't know.

So walk through this with me. Picture a building with two floors. The stairs are on one side. Your prospect is on the second floor, on the far side of the building. A fire starts down by the stairs. There are no windows. The only way out is down those stairs.

If they don't leave right now, they're not getting out. But they don't see it yet. The fire is on the other side and the smoke is going the other way. So they say, "Nah, I'm good."

You can see the fire. They can't. So you say, "Take my hand. We need to go right now."

That's an extreme scenario, I know. But it's the same idea. You're the expert. You can see why they're stuck when they can't. You have the keys. And so it's your responsibility to help them take the next step. Because if they don't start working with someone, the odds they reach that outcome on their own are a lot smaller.

How to make the call itself easier

The mindset is half of it. The other half is knowing what to say, step by step. When you have a process, you stop worrying about being annoying because you know exactly where the call is going.

• If people aren't picking up, read how to get more people to pick up your calls.
• If you want the words to use once they do, here's the sales script we used to sell over $10M in coaching programs.

FAQ

How many times should I call a lead before I stop?

There's no magic number. If they opted in, they raised their hand. Keep reaching out with value and a clear reason to talk, and stop if they tell you no.

What do I say when I call a new coaching lead?

Start by getting to know them and their problem. Then offer a couple of paths: keep doing it alone, or get help to reach the goal faster.

Why do I feel guilty selling my coaching?

Usually because you see selling as taking. Flip it. They asked for help by opting in. Helping them decide is the service.

If you want help putting this in place, apply here: apply to work with TD Coach.