In this solo episode, Sarah dismantles the common misconception that being a skilled coach is enough to build a successful business. She explores the dangerous confusion between Professional Development (becoming a better coach) and Business Development (learning how to acquire clients).

Sarah explains why highly intelligent coaches—especially those with HR or procurement backgrounds—often struggle the most, and why the industry sees an 82% failure rate. She offers a liberating perspective: struggling to find clients isn't a failure of your coaching ability, but simply a lack of a separate, learnable skill set.

Key Takeaways

1. The Misunderstanding of Client Acquisition

Most coaches graduate believing client acquisition is intuitive, assuming that "casting a wide net" is the right strategy

2. Defining the Two Disciplines

• Professional Development: This covers what your qualification taught you: core competencies, listening skills, ethics, and facilitating transformation. It ensures you are qualified to coach

• Business Development: This encompasses market research, pricing psychology, sales processes, and sustainable business modelling. It requires translating what you do into language that potential clients actually understand.

3. The "Content Creation" Trap

Believing that competence attracts clients, coaches often default to writing about "confidence," "resilience," or their specific methodology.

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