25 Mistakes to Avoid When Starting a Coaching Business

Congratulations, you’ve decided to start your own coaching business! There are a lot of nitty-gritty details to think through, but don’t let that overwhelm you. Instead, let’s break down these 25 coaching business mistakes to avoid when starting a coaching business and how to overcome them!

1. Targeting Everybody as Your Perfect Client

When you are starting out, one of the most common coaching business mistakes is trying to target everyone. You need a niche. Otherwise, you will get lost in a crowded market, and your perfect client won’t find you. How do you define your perfect client? You may identify your “Perfect Person” by creating an avatar. Ask yourself these questions:

• What is his/her name and exact age?
• What is his/her career?
• What is important to him/her?
• What is the biggest problem he/she is facing and wants a transformation?
• How can your coaching help deliver results to him/her?
• How can you make your coaching available out there?

Remember this “perfect person avatar” whenever you create content or post. So when the “perfect person” finds you, he/she will think, “This coach knows exactly what I need,” and turn to you for help and service. 

This article from Forbes has some other great ideas about attracting your ideal coaching client. It is a quick read, and they have some other great ideas that you may find helpful as you get started.

2. Not Getting Clarity on Your Coaching Topic

Another significant coaching business mistake is not having clarity on your coaching topic. When you first get started, you need to narrow down on one specific topic and serve that one “perfect client” first instead of trying to serve everyone.

For example, if you are a health coach, you might define your perfect client as a new mom who just gave birth and wants to lose weight. You can provide help by customizing a healthy diet plan with a specific set of exercises.

“Health” is a general niche. You narrow down your niche as a “Health Coach” (title) who serves “new moms who just gave birth and want to lose weight” (your perfect person) by following a customized healthy diet plan along with a specific set of exercises (your niche).

What if you have more than one niche? That’s a great thing, but one of the coaching business mistakes you should avoid when you begin is trying to tackle multiple niches at once. Focus on one first. You can always add other niches and services when your business is established.

If you are feeling stuck when it comes to finding your niche then check out this article with some great niche ideas to get your creativity flowing. These ideas will inspire you to find your niche so you can get things started.

3. Charging Prices Too High or Too Low

• Setting your prices correctly is crucial and avoiding coaching business mistakes in pricing is essential to your success. Charging prices too high or too low may sabotage your coaching business. There are many factors to consider when pricing your services:
• What is an hour of your time worth?
• The true value of your expertise
• Where do you fit in the marketplace?
• Can your perfect client afford you?
• Consider the elements of your package – what are you including? What is the value of each element?

By carefully evaluating these aspects, you can avoid one of the critical coaching business mistakes, set prices that reflect your value, and attract your perfect client.

Want to learn more? Take this quiz: “What’s the Perfect Rate to Charge For Your Coaching Business?

4. Avoiding Self Promotion

Some people may shy away from self-promotion when discussing it. One of the subtle coaching business mistakes is avoiding self-promotion altogether. 

Self-promotion doesn’t have to be fake or flashy. It’s about authentically sharing the services that can help clients move from point A to point B, and achieve the results they desire. Remember, self-promotion is an opportunity for others to discover the life transformation your services can provide.

Neglecting this crucial aspect can impede your business growth. So, embrace self-promotion as a means to genuinely connect with potential clients, and reassure them of your sincerity and authenticity.

5. Thinking Your Perfect Client Will Come to You Automatically

Clients don’t fall from the sky. One of the significant mistakes in coaching is assuming that clients will come to you without effort. There will be a lot of sales and marketing behind the scenes. 

Put yourself out there through different channels, social media, and collaborations to reach out to your perfect person. If you need direction on successfully market your coaching business, then this article is just what you need. 

Actively engaging in marketing activities ensures your services are visible to those needing them. Consistent effort in reaching out will help you build a steady client base and grow your coaching business successfully.

6. Dreaming of Overnight Success

While many courses “promise” success in just 90 days or X months, the truth is that it will take around 12-24 months to build up your business. One of the critical coaching business mistakes is expecting overnight success. 

Coaching is not a get-rich-quick scheme; great work will need strong foundations. Trust the process, build your foundations, and build trust and reputation among your perfect clients. Setting realistic expectations and being patient can create a sustainable and successful coaching business.

7. Failing to Pitch Your Sales to Client During Discovery Call

You might say you don’t want to pitch sales during a discovery call because you don’t want to look pushy or salesy. But one of the coaching business mistakes is letting this fear stop you. Your clients acknowledge you as a coach and already know you will be charging them money for providing a service to them. 

A discovery call is a chance for both of you to determine if you are a good fit as coach and client. Selling means offering clients an opportunity to buy your service, which can help them get from point A to point B and achieve the transformation they want. Be confident about pitching sales to clients, knowing you offer them a chance to receive the transformation they deserve.

8. Thinking Rejection Equals Saying No to You

Rejection takes work. The truth is, when people reject your offer, they are not rejecting you. One of the typical coaching business mistakes is taking rejection personally. Maybe their spouse got laid off and affected their family financially, or perhaps he/she is just not ready and needs time to consider.

There may be other things going on behind the scenes that you don’t know. And when they say no to you now, it doesn’t mean they won’t say yes later. Let’s learn to take “No” as a chance to say “Yes” later. Understanding this can help you stay motivated and continue offering valuable services without feeling disheartened by a temporary setback.

Think of it as when a waitress offers you ketchup, and you say, “No.” She doesn’t take it personally and moves on with her day. If we can step back and remove our emotions from rejections, then the “no” will be much easier to move on from. Rejecting ketchup is a simple example because things can feel more personal when someone says “no” to your business.

Remember that you are just offering something that may not be the right fit for them at that time. It doesn’t mean forever or that they don’t like you or your business. Here is a great article about overcoming rejection and looking at it from a healthy perspective to help avoid having rejection weigh you down. 

Rejection is just as much a part of having a business as success. It is part of the process, and it just means you are one “no” closer to a “yes!” Remember, maintaining a positive outlook is key to navigating these challenges.

9. Abandoning Potential Clients Who Say No to You

As mentioned above, when potential clients say no to you, that doesn’t mean they reject you. They are just not ready for the commitment, especially when it will involve their time, money, and energy. It’s easy to feel tempted to abandon them since they have already said no. But the truth is, you will never know when they might say yes later. 

Keep in touch with them – send them an article that might help them, comment on their social media post, etc. Again, learn to take “No” as a chance to say “Yes” later. Understanding this can help you stay motivated and continue offering valuable services without feeling disheartened by a temporary setback. You are just one “No” closer to a “Yes!”

10. Perceiving Yourself as a Failure When Things Go Wrong

You may have created a coaching package that you thought was amazing and expected to sell like hotcakes, but no one buys it. You may have made some freebies, but the response is not as good as expected.

One of the critical coaching business mistakes is perceiving yourself as a failure when things go wrong.

The truth is that many people aren’t afraid of failure but of being perceived as a failure. Just know that things might not go as planned when you are just getting started. Learn to make peace with “failures” and reframe mistakes as opportunities to gain wisdom and experience to succeed at more significant things in the future.

11. Not Positioning Yourself as an Expert

Clients hire you because they trust you are the expert on the niche topic. Failing to position yourself as an expert is one of the coaching business mistakes that can hinder your growth. You must become known as an expert people know, like, and trust.

Here is the truth: No one starts as an expert (there are exceptions, but they are very rare). Everyone has to get their “reps” in – practice, practice, practice. Take every chance you have to practice the art of coaching in every way possible.

For example, if you are a marriage coach, you could write blog posts related to marriage topics (e.g., 5 Tips To Discuss Household Chores Effectively With Your Spouse; 50 Fun Date Ideas For Married Couples, etc.).

You may create short videos or reels on your social media channel giving tips about having a healthy marriage. Next, you might want to “go deep” by starting a podcast about marriage-related topics for your audience.

12. Not Being Focused and Consistent on Your Platforms

When creating content for the website or social media, focus and consistency go hand in hand. Consistency builds trust, and trust drives sales. Not being focused and consistent is another one of the coaching business mistakes to avoid. Review your website content or social media feed: are you focused? Are you consistent?

If you need help staying consistent, work smarter using an excellent tool such as Tailwind. In this article, I will share why Tailwind is one of my favorite tools for staying efficient and saving time when stepping up your social media game.

For example, if you are a health coach, do you post health-related topics on social media that bring value to your perfect client? Or do you constantly post content unrelated to health? Be focused and consistent on creating content related to your niche that brings value to your perfect person.

13. Not Setting Boundaries with Clients

As a coach, your dedication to others is commendable. However, it’s essential to remember that your well-being is equally important. You might find yourself feeling obligated to respond to every email promptly or accept every request.

Yet, one of the most significant mistakes in the coaching business is the lack of boundaries. The truth is, by protecting your sacred time and prioritizing self-care, you not only serve your clients better but also value yourself and your well-being. 

Let’s start by setting boundaries that work for you. Each coach is unique, and what works for one may not work for another. It’s about finding a system that respects your time, energy, and personal needs. By doing so, you can create a healthier and more sustainable coaching practice.

14. Not Building Systems In Place

Systems might sound complicated and boring, but not building systems is one of the coaching business mistakes that can affect your productivity. A system is a combination of tools and techniques to help you get things done or be more productive. Building good systems may increase productivity and eliminate stress.

Below are some steps that help build good systems:

• Create a “stop doing list.” Identify the things that don’t bring productivity, and you should “say no to” and stop doing.
• Identify your most important tasks. Ask yourself: What are the most 2-3 important things I need to do today? Your most important tasks should help you achieve your goals.
• Automate common processes such as client scheduling, payments, and email to save time in the long run.

15. Not Organizing Time Properly

Our time and energy are not limitless. Not organizing your time properly is a coaching business mistake that can lead to burnout.

We need to prioritize our most important tasks first:

• Block your time as if you are making a doctor’s appointment for your most important tasks.
• Identify time leaks (time wasters) – For example, scrolling social media for too long or doing household tasks when you should be focused on work.
• Learn to hire help or get help from your family. Let go of perfectionism and be a bit more flexible in household chores in daily life.

16. Trying to be Someone Other than Yourself

Personal branding is communicating who you are repetitively and consistently. Trying to be someone other than yourself is one of the coaching business mistakes that can alienate your audience. People are drawn to coaches who are authentic, honest, and real. What makes you “you”?

Ask yourself these questions to begin developing and fine-tuning your brand:

• What are your abilities and strengths as a coach?
• What is your unique service position (USP)?
• Clearly define who exactly you help and how you can help them.
• Write your personal brand statement.
• Work on your visual brand.

17. Not Using Social Media to Showcase Your Brand

Social media is the norm, and you might already be on it. However, not using social media strategically is a coaching business mistake. For now, your social media will showcase your brand strategically, not just you as a person.

Every post you create serves the purpose of engaging your perfect person and growing your business. Utilize social media to build connection, trust, and momentum around your work.

18. Not Being Clear and Straightforward Enough on Your Website.

You might be a very creative person. But regarding your website, this is the time to be clear, not clever. Not being clear and straightforward is a coaching business mistake that can confuse potential clients. 

Be plain and straightforward about who you are, who you serve, what you offer, and how they can contact you if they need your services.

19. Communicating to Your Clients Using Complicated Words

Remember, instead of being clever, be clear. When communicating with your audience, keep the words simple enough that a child can understand what you are saying. One of the coaching business mistakes is using complicated words that can confuse potential clients. 

Confused people don’t buy; they click away. Communicate to your clients as if you are talking to a family member. Avoid using sentences full of jargon. Instead, use clear and concise sentences.

20. Not Building Your Email List

In the online world, email is your direct link to your perfect person. Not building your email list is a coaching business mistake that can limit your reach. Studies have shown that 40% of people are more likely to purchase a product through email than social media. 

Email communication is where you build the “Know, Like, and Trust” factor. You might want to create freebies and valuable content in exchange for email addresses.

21. Forgetting to Track What’s Working and What Isn’t

The analytics don’t lie. Forgetting to track your progress is a coaching business mistake that can prevent you from optimizing your strategies. Consistently measure your conversion rate from opt-in to sales. 

Take note of the ones that work (freebies, opt-in sales, social media posts) and repeat.

22. Making it All About You

Keep in mind that this whole coaching business isn’t about you. Making it all about yourself is a coaching business mistake. It’s about serving your perfect person. Consider what your perfect person needs and wants before creating or posting anything.

23. Not Connecting Through Story 

Stories allow us to learn from another person’s experience and can shape, strengthen, or challenge our opinions and values. Not connecting through the story is a coaching business mistake that can hinder your ability to build rapport.

Great stories can create empathy and engage emotions. Often, people make their buying decisions based on emotion. Not sharing stories will likely cause you to lose the chance to build rapport and establish trust and likability. So, how do we connect through the story?

• Hook: You get people’s attention.
• Story: You tell them a story that builds belief, emotion, and trust.
• Close: You make the offer so solid that they decide to work with you.

Remember, clients buy your story, not just products.

24. Thinking That You are Not Good Enough

Impostor Syndrome is not uncommon. You might ask: “Who am I to do this?” or “What if I don’t have the right answers?” Thinking you are not good enough is a coaching business mistake that can hold you back. The fact is, you don’t have to be perfect and know 100% of everything. 

You need to know better than the clients you serve in your area of expertise. Sometimes, you feel uncomfortable or realize you need to learn more. See it as an opportunity to grow and expand your comfort zone. Remember, your goal is to help people.

25. Putting Off Your Launch Date

It is essential to educate yourself and research before getting started to avoid common coaching business mistakes. However, putting off your launch date is a common coaching business mistake due to fear and perfectionism.

Give yourself a timeframe, and don’t fall into the procrastination trap. Remember, you are a coach with something unique to offer that enables clients to experience transformation. When you first start, there will be ups and downs, things that you will do well and not so well. Anything worth doing is worth doing “badly” at first.

Are you someone who always wanted to start a coaching business but is just too afraid to get started? Procrastinate no more and join The Coach School. The course is designed to show you the step-by-step process of how to build a thriving coaching business and avoid common coaching business mistakes. Imagine the transformation you can provide to people if you have the right tools and guidance from expert coaches.

Want to know how much you should be charging as a coach? Take the quiz now – “What’s the Perfect Rate to Charge For Your Coaching Business?”