"Five years ago, finding a coach followed a predictable path. You searched a directory, shortlisted three names, booked discovery calls, and picked your favourite. The coach with the best sales pitch won. Today that process feels almost quaint. The coaching industry has fractured into a thousand pieces. People are using ChatGPT as their first coach. They're joining group programmes with influencers they've never met."
"This shift means coaches and consultants can no longer rely on the old playbook. The discovery call is happening long before anyone books a slot in your calendar. Your potential clients have already decided whether you're right for them before you even know they exist. Understanding where that decision happens determines whether your business thrives or disappears. How do clients really find a coach these days? Get your name included"
Coaching discovery has fragmented across many channels, with AI, group programmes, courses, podcasts, newsletters, and micro-content replacing a single discovery call. Potential clients form opinions long before a discovery call and often arrive pre-decided about fit. Key discovery channels include books that immerse readers in methodologies, social media that stops scrolling and signals relatability, podcasts and newsletters that build trust over time, communities and events that test fit, and referrals or testimonials that shorten purchasing decisions. Self-publishing lowers barriers to authorship, and coaches must ensure their name appears where prospective clients decide.
Read at Forbes
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