In a previous blog post (How to Get Your First 100 Clients), I wrote about how most of my clients come through people I know. (They don’t come from advertising.) The client I’m currently seeking is no exception. His organization was put on my radar by my friend Al. “You’re exactly what they need,” Al told me. I wasn’t yet convinced.

I had no connection whatsoever with this potential client. Al was directly connected and knew there was a need, and more importantly believed I could meet that need. When he first told me the situation, I honestly thought, “How could I possibly meet that need?” But Al was so convinced that I wasn’t even sure how I could tell him “No.”

I tested the waters. I sought out a couple of people in that industry and asked them what they thought. I expected them to tell me coaching wouldn’t be accepted there. To my surprise, they both said, “Yeah, I could see you doing some good in that situation.”

Al connected me to the person in charge. It took us a while to finally have time to talk about the possibilities. I was upfront with the client about what I knew I could do and what I knew I could not. He asked me to write up a proposal that he could show his boss, and I hung up the phone.

I sent Al a text, “It went well. We’ll see what happens.”

Al texted me back, “I’ll do anything I can to get you that job.”

At first, I found myself a little unsettled by Al’s bold statement. It seemed too strong. Undeserved. This client would put my coaching practice into new territory. It was important work. I didn’t want to let anybody down.

This is where we need to learn a bit of truth about how coaches secure clients.

It is about who you know.

Over the years, the idea of getting a job because of who you know has turned into a terrible thing. People give jobs to their undeserving friends. You never really earn a position.

But coaching is all about who you know. People hire you because they know, like, and trust you. No one knows for sure that your work is going to improve their situation. They must take a chance, and that’s based on them knowing you, or at least knowing someone you know.

When Jesus was about to send his disciples out for the very first time, no one knew how they would perform. They had no experience. The doors would open not because they knocked them down, but because People of Peace would open them.

When Jesus sent out the disciples, he told them, “Whatever town or village you enter, search there for some worthy person and stay at their house until you leave. As you enter the home, give it your greeting. If the home is deserving, let your peace rest on it; if it is not, let your peace return to you.” (Matthew 10:11-13)

This “worthy person” is often referred to as a “person of peace.” It is someone of surprise who wants to help you. Without full justification, they believe in you and what you’re doing, and are willing to put their reputation on the line to give you the opportunity.

We are often hesitant. We aren’t confident that the Person of Peace should risk their reputation. We feel like we ought to open our own doors to be legitimate. We feel like we could never repay them for what they are doing for us.

We have to overcome these feelings. Here’s why we can do it.

• A Person of Peace feels blessed by you. Note in Matthew 10:13, Jesus says to let your peace rest of them. Peace is a blessing. They feel good about knowing you, and they think others would be blessed to know you as well.

• A Person of Peace likes opening doors. It is more than just meeting people. They like to make connections. It would be valuable for this person to meet that person. You don’t need to win anyone over. The new relationship is just waiting to happen.

• A Person of Peace can see possibilities you can’t see. They can see how your skills would be helpful in areas you’ve never considered or might not even have known about.

There will always be people who don’t like you and who don’t think you add any value. Always. Jesus told us what to do. “Shake the dust off your feet.” Move on. Don’t try to win them over. Don’t believe their estimate of your value.

People of Peace are essential for coaches to get new clients. Welcome them. Lean into the doors they open. These are the people who will fill your practice with clients.