There’s no successful coach I have seen who has not taken the time to build their self-confidence. For some, it is an inherent ability, for others, they have to learn it. If you must succeed in the coaching business, you must be confident in yourself and your services.

Self-confidence is important because the coaching business has a lot to do with trust. Clients trust coaches to help them achieve their goals in life or in business. When a coach lacks self-confidence, it is difficult to win the trust of potential clients.

If you lack confidence as a coach, it will be difficult for you to get in front of your ideal clients. You have to depend on other people to do that. That’s a sure recipe for failure in the coaching business. This is because no one knows the nitty-gritty of your coaching program more than you do. And for you to succeed as a coach, you must build your self-confidence.

If you are the kind of coach that lacks confidence in the ability to deliver, then here are 5 ways you can build self-confidence.

1. Crush Unhealthy Fear 

Self-Confident Coach

Nothing threatens your opportunities to succeed like unhealthy fear. By unhealthy fear, I mean being afraid of unnecessary situations.

Does it mean that there is healthy fear? The answer is YES.

Look at this:

You went to a game reserve somewhere in East Africa, and a Lion broke out of its cage and gave you a hot chase. Being afraid in that situation is normal and healthy. This is because the fear activates your adrenaline to run. At that point, standing up to the lion with confidence might be the wrong move. So, it’s okay to be afraid in that instant and run to safety.

If you find yourself in the above scenario, then that’s healthy fear. But, fear of failure, criticism, rejection, and even uncertainties are not necessary. They are unhealthy fears. And this unhealthy fear saps self-confidence out of many coaches. Predominant among these fears is the fear of failure. Most coaches have great programs that can transform people’s lives. But they lack confidence in the program’s ability to succeed due to fear of failure. They kill and bury their programs even before it has the chance to live.

The only judge of the success or failure of your program is your clients. It’s baseless being afraid of failing when you have not given it a shot. And who says it’s a crime to fail? As a matter of fact, when you fail, you would know what doesn’t work and figure out a way to fix it.

If you must build a successful coaching business, you need to crush unhealthy fear. Market it with confidence and believe that it delivers great results.

Lack of confidence in yourself as a coach and your program’s ability to deliver results repel clients faster than anything. And on the flip side, strong belief in yourself and in your program attracts them like a magnet – every single time.

2. Lose the Feeling Incompetence 

Self-Confident Coach

One of the challenges we’ve helped most of our clients overcome is the feeling of low self-worth. Some coaches feel that they are incompetent, even when nobody has told them so. They define competence by the amount of coaching credentials they have – or need to have. So, if they don’t have any coaching credentials, they feel they are incompetent.

The problem is this: they have allowed the so called “pros” feed them with lies. They tell you how you can’t succeed if you don’t have a certification as a coach. This is not only undermining, it is distracting. Instead of spending time to create value, you chase after certifications.

To deal with this, focus more on the value your program brings for your clients. Know the solution your program brings to the table and the people who need that solution. Clients are not going to pay you for the amount of certifications you have, but for the expert solutions you help them get.

In order not to throw the baby away with the water, get certifications only if you feel it will give your confidence level a boost. But, don’t let it determine how competent you are. There are so many coaches with a cabinet full of credentials, but they have no results to show for it. Focus on getting your clients results because in the long haul, that’s all that matters.

Again, get yourself in tune with changes in your niche market. The knowledge should be to improve on your services, which is the results you get your clients and nothing more.

3. Kill Self-Doubt 

Self-Confident Coach

You must not have it all figured out before you can succeed as a coach. Thinking otherwise puts you at a risk of self-doubt. There are times thoughts of your inadequacies and past failures fill your mind. This can lead to self-doubt, and you should guard against it.

It is difficult to be self-confident when you doubt yourself.

Let me help you; there are no perfect coaches anywhere. Every coach you meet is an imperfect being trying to help imperfect people. No one – not even the world-class coaches – has it all figured out. We all have places that need continuous work as we proceed in life. Allowing them to reduce your self-confidence is putting a peg on your success.

For instance, we’ve had clients who worked with big name coaches. They couldn’t get results because these big name coaches couldn’t give them the needed support. Despite all their inadequacies, these coaches are successful – making tons of money. They are even more successful than coaches who could get better results for their clients because of their high confidence level. So, if you can get your clients results, what makes you think you can’t succeed even more than these coaches?

Stop doubting your ability to deliver great results for your clients. You may have inadequacies, but that shouldn’t deter you.

4. Don’t Let the Competition Intimidate You 

Self-Confident Coach

Most coaches look at the rising competition and think that they stand no chance. They are always afraid that their coaching business may not survive the competition. These coaches spend a lot of time comparing their services to that of the competition.

It gets worse when clients try to compare their services with others.  They begin to give clients information that are not beneficial to them in the process. This causes a loss of confidence before the potential client. And this is a recipe for failure.

The truth is that the price of your program is not a function of what the competition is charging. If you focus on the uniqueness of your program, then the competition isn’t important.

Focusing on the competition can wear you out. It can intimidate you to the point of doubting the value of your program. Trust me; there is nothing that lowers your self-confidence as this.

So, stop letting your competition bully you into losing your self-confidence. Focus on the specific results your program gets for your ideal clients.

5. Never Feel Guilty for Charging High 

Self-Confident Coach

Telling a client how much they have to pay for a coaching program is a big problem for most coaches. They lose their confidence when it comes to stating their price. They find themselves in what we call the “seller’s guilt”.

Granted, the issue of how much you should charge for your coaching program is a heated topic. This is because coaching is an intangible commodity. I get it. It is easier to quantify and justify the price of a tangible product than that of an intangible service.

If you see your coaching program as a tangible service, you won’t be able to set the price with confidence.

No amount a client pays is big enough to justify the results your program gets for them. So, to help your self-confidence, see your program as a favor you’re doing your clients and not the other way round. This will help you to state your price with confidence and get the clients enrolled. Your confidence is contagious. It can reduce the amount of objections your client raises.

So, charge a high price for your program and don’t feel bad about it. As a matter of fact, charging a high price will do your clients and business a lot of good. Here are some of the benefits

  1. It gets your clients committed to doing the work. When clients pay highly for your services, they will do all that is expected of them because they invested a lot in you. And when they put in all effort and commitment to doing the work, they get better results faster. Trust me, this makes you appear like a rock star.
  2. It boosts your clients’ confidence knowing they have invested in the best person that can get them results. For instance, the way you feel buy an over-stocked suit you picked up for a couple of hundred dollars, won’t be the same way you feel when you wear a $15K Armani suit. If you want to build your business for instance, how will you feel when you invest in a $10K business coaching program as compared to a $500 business coaching program? The former makes you feel you’ve invested in the best business coaching program that will transform your business, while the latter makes you feel unsure of the results.
  3. It helps you reach your income goals faster. When you charge $3K to $15K per client, and your income goals is to get to $50K per month, all you need is 4 to 15 clients to hit this goal, depending on the price point. And on the flip side, if say you charge $100 per session, you’ll find it more difficult reaching your income goals even with a high number of clients. This in turn will make your business more stressful and less fun for you.

To Wrap This Up…

To build a successful coaching business, your clients must trust you. Think about it: you can’t trust my solution if you don’t feel confident about it. It is the same way with your clients. Your confidence level inspires them to trust in your coaching program.

You need to be self-confident to attract high paying clients. For a client to pay you $3K to $15K, you must be sure you can get them great results.

So, if you are have a problem being self-confident, the steps I shared above will help you.

If you need help implementing this in your business, one of our business strategists is available to help you.

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