When trying to sell your executive coaching services, there are several mistakes that you need to avoid. The 5 most common ones are listed here.

Mistake One: Selling a "Nice To Have"
People do not buy your coaching because it is such a cool thing to do, being coached. They buy it because they have a problem that they need to solve. When you sell your coaching, don't just try to coach anyone. Find people who have problems that coaching can solve, and show them that it can.

Mistake Two: Selling Coaching
In all honesty, your prospective customers would gladly save the expense and do something else with their money rather then buy your services. So do not try to sell them coaching as a great big thing. They don't care about coaching. They care about their problems being solved. Do not sell them a coaching process. Sell them a solution to their problem.

Mistake Three: Not selling
Many coaches are reluctant to sell. I suspect that this is because coaches are inherently emphatic, and tend to identify with the other person. But in this case, you must not identify with the buyer, because you are the seller! You need to sell. Do not expect to close many deals without going out and selling your services. If I had a dollar for every coaching student I heard wishing "to be able to be a full-time coach without needing to market or sell", I could take a nice vacation. Sorry, can't be done. You have to sell.

Mistake Four: Not closing A Deal
This problem is also common with coaches. After all the talk, we expect the client to fall over with his wallet stretched out, and when he doesn't and softly vanishes away, we wonder what went wrong. What is wrong is that you didn't close the deal. Selling should end with a closed deal. When the right moment comes, don't leave your prospective client to guess for himself that it is time to commit. Close That Deal – Now!

Mistake Five: Not Making the Most of Each Deal
Once you closed an executive coaching deal, it becomes much easier to sell again to the same client then to sell to a new one. What more can you sell this one? Can you make the deal larger? Include more people? More sessions? Coach for additional problems? Coach others that the client is involved with? If you aren't thinking about these things, you are leaving money on the table.