Since we founded CAM nearly 20 years ago, we’ve equipped thousands of coaches to make a kingdom difference in the lives of the people they coach.
That’s great. However, one of my biggest disappointments over the past two decades stems from the actual amount of coaching that’s occurred. Too few clients for the number of coaches. Ugh!
Don’t get me wrong, some of the coaches we’ve trained do lots of coaching. Some, but not most. And, IMO, not enough.
Why is this? And how can you count yourself among the minority of coaches who actually have clients?

First, It’s Not About Your Certification

I wish this weren’t true, but having a coaching certification (even one from CAM!) doesn’t get you clients. Neither does knowing the ICF Core Competencies inside and out. These things can boost your confidence and credibility, but they are not irresistible magnets for clients.
Clients don’t hire you because you’re certified.
They hire you because you’re clear about how you can help them.

Problem #1: You’re Selling Coaching.

This one stings, but it’s the truth. Most coaches are trying to sell coaching instead of selling the results of coaching.
Nobody wakes up thinking, “You know what I need? A coach.”
They wake up thinking, “I’m overwhelmed,” or “I hate my job,” or “I need to get my team on the same page,” or “Something needs to change,” or “I want a stronger marriage.”
If your message is “I’m a coach,” that doesn’t land. But if your message is “I help people like you solve problems like this,” you’ve got their attention.
Bottom line: Stop selling coaching. Start solving problems.

Problem #2: You’re Waiting for Clients to Come to You.

This is another common mistake I see coaches make. You’ve got a website, maybe a LinkedIn profile, a few business cards… and now… you… are… waiting.
But clients don’t just show up. Not at first. Especially not if you’re new.
Coaching is a relational business. Clients come through trust and connection. That means you need to show up, speak up, and start conversations. Share stories. Offer value. Find ways to be known. Go to the clients.
If no one knows what you do—or worse, if no one knows why they should care—you’re going to stay in that “I love coaching, but I don’t have clients” category.
Bottom line: Visibility creates opportunity.

Problem #3: You’re Being Too Vague.

One of the worst things you can say when someone asks what you do is this: “I help people get unstuck.”
That’s coach-speak. Real people don’t know what that means. Also, it’s vague.
A better response: “I help high-capacity leaders slow down and make better decisions without losing their edge.”
An even better thing to say: “I help burned-out ministry leaders find sustainable rhythms for life and leadership.”
The more specific, the better. The more you describe real people, real issues, real needs, and real results, the more you’ll have real clients.
Bottom line: If you confuse, you lose.

The Real Hang-Up: You’re Afraid to Sell

Let’s just name what’s true for a lot of coaches: You love coaching. You believe in it. You’ve seen the fruit.
But selling coaching? That feels kind of gross.
I’ve heard this at least a hundred times in my coach training career. Heck, I’ve probably said it, too!
You don’t want to sound pushy, arrogant, or salesy. You want people to “just get it.” You want the work to speak for itself.
That’s nice, but here’s the deal: if you believe coaching changes lives, then selling is serving. It’s not gross, it’s good.
You’re not manipulating people. You’re offering help.
You’re not forcing anyone. You’re inviting them to something good.
You’re not taking. You’re providing something of value that they’re free to say yes or no to.
Until you get over your hesitancy around selling, you’ll stay a well-trained coach who coaches very few people. (And did I mention how disappointing that is?!)
Sales is just a conversation about how you can help someone with a problem they actually want solved. When you’re hesitant, you place your own need for comfort above the need of the person who could benefit from coaching.
If you’re not willing to have the sales conversation, you’re limiting the impact God might want to make through you.
Bottom line: Selling isn’t selfish—it’s stewardship.

So, What Actually Works?

Let’s flip this around. What do the coaches with clients do differently?
Here are five practices I’ve seen again and again:

1. They Pick a Lane.
   They get clear on who they help and what they help with. They pick a problem they’re passionate about and qualified to help solve. And they go all-in on that.
   Not forever—but for long enough to gain traction.
   They don’t try to coach everybody. They pick a group and learn how to speak that group’s language.
2. They Offer Real Value.
   Coaches with clients aren’t constantly pitching coaching. They’re offering insights, tools, resources, and conversations that are useful whether someone hires them or not.
   They show up at networking events. They post helpful content online. They give talks or workshops or lead webinars. They become helpful and visible, not just credentialed.
3. They Ask, Not Just Wait.
   They don’t wait to be discovered—they invite people into coaching conversations. That might mean offering sample sessions, reaching out to past clients, or simply saying, “Hey, I think I can help—want to talk?”
   Is it vulnerable? Yep. But coaching is a contact sport. You’ve got to get in the game.
4. They Don’t Rely on Social Media Alone.
   Posting on social media can help—but it’s not enough by itself. Relationships are still the engine of coaching work. Coaches with clients build trust, have real conversations, and follow up.
   Think coffee, not clicks.
5. They Keep Coaching.
   Here’s a surprising one: they coach even when they don’t have clients.
   They find pro bono clients. They barter. They coach a neighbor or church member or nonprofit leader. They keep their skills sharp and their confidence high. Because a coach who’s coaching is way more likely to get more coaching.

If You’re Ready to Have Clients…

Then do these three things:

1. Clarify your niche.
   Get clear about who you help and what you help them with. If you need help with this, we’ve got tools that can walk you through it. Just ask.
2. Reach out.
   Don’t wait. Make a list of 10 people who might benefit from coaching—or know someone who would. Reach out with a simple invitation to connect. Don’t be needy, just be helpful. Remember, it’s about them, not about you.
3. Get over yourself.
   Your hesitancy around selling might feel humble, but it’s not helpful. Offer what you’ve got. Let people decide. Don’t hide the gifts, skills, and calling God has provided.

God has not called you to have coaching skills. He has called you to use your coaching skills to help people. That means getting clients.