Once you actually begin talking to people to attract clients, you often run into the following frustration: "My clients don’t have enough money." If you’re a life coach and just beginning in building your practice, there’s a good chance you’ve been experiencing this frustration.

How can you attract clients when they don’t have money? When they want to coach with you and they’ve experienced what you can do, but they’re broke? And usually, it’s a great story too. They’re $50,000 in debt. They just lost their job. Their dog just broke his leg and needs to go to the vet. And because you feel for them, you’ll sympathize with them and believe them.

The truth is they always have the money. I’ve had clients in similar dire circumstance who have of their own volition decided to pay for coaching. The reason they won’t coach with you is never about the circumstances of their situation. The reason they don’t have the money is because they haven’t experienced the value of what you do. They haven’t experienced big enough breakthroughs with you or understand how coaching will dramatically transform their lives. Even if they say they want to coach with you.

Here’s an example. I want to buy a pen. I see a pen for $3. It’s a good pen. I have money for the pen and I buy it. I come across another pen that’s $1,000. I don’t have money for the pen. The next day with the same amount of money I come across a brand new car that’s everything I want. It’s only $1,000. All of a sudden I have money for the car. The reason I have money for the car and not the pen is because of perceived value. Also, people put their money towards what they value most and what their highest priorities are. The people who say they don’t have money actually do have money. They’re just putting it towards other things. If they value your coaching enough, they will always have enough money.

And there’s three main reasons they don’t value your coaching. One reason is because you haven’t made enough of a difference for them. The second is because you don’t value your own services and don’t think that people will pay you. Consequently, they don’t feel the value in what you do and the answer comes out as "I don’t have enough money." The third thing is you’re talking to the wrong crowd. The wrong crowd is like trying to get a pig to dance the waltz. There are some people out there who won’t commit and don’t want to commit. You know who those people are. Steer clear of them in a sales environment.

To remedy the situation, talk to people who would benefit most from your service and who would be open to committing. Then learn how to claim your value as a coach and be able to convey and communicate to others. That alone will make it so you radically transform your sales process and attract clients like crazy.