Blog Posts For Our Practitioner Community

If you’re new to running your own health coaching business, it’s tempting to say ‘yes’ to every request. You’re hungry for business, you’re eager to show your expertise, and, quite frankly, you need the money.

Client: “I’m really suffering and I’m broke. Can I get a discount?”

You: “I don’t usually do this, but, yes, just this one time because I know you’re really hurting.” What goes unspoken is: “…and because I need the business.”

Or…

Client: “I’m excited to do an introductory session with you. Could my spouse participate, too, because he has a lot of the same issues?”

You: “Sure, that sounds okay this one time. I bet we can make time for both you”…when you know full well that most sessions could legitimately go on for 17 hours with just one person because every case is so unique, nuanced, and multifactorial.

Or…

You get an email from a potential client with a long list of symptoms and a vibe that suggests that they’re looking for a magic bullet. You know the person I’m talking about. They want all of the benefits of immune modulation and gut healing, but when you mention a significant change in their diet, they say, “Oh, I’ve done that. What I need now is the right supplements.”

You had a good sense that they weren’t ready to make systemic, healing lifestyle changes, but you agreed to work with them. You ignored your gut – and didn’t probe deeper into their true intentions and their willingness for change – because you didn’t know if more clients were waiting in the wings. You thought that during their program, you could reform their thinking and help them consider a different, more effective approach (which yes, does happen – even some of the most challenging clients can be “coachable”).

We’ve all been there at some point, and sometimes we just don’t have a choice. If we can’t pay our Internet bill, we won’t have access to our online scheduling program this month and we’ll lose the ability to make any money at all.

But I’d like to propose another way to think about these situations.

As a relatively new coach, I don’t think that I could’ve written this without having had Jill’s guidance on boundary-setting. She’s been doing this work for years. And she’s seen it all. Her boundaries are pretty rock solid and I’ve had the benefit of not getting sucked into working with people who I knew weren’t a good fit for me because Jill has had my back.

She has a keen eye for who’s a good fit for Healthful Elements as a whole, which means that I’ve been able to stay out of the fray of “just work with anyone because you’re new at this and need to build your client base.” It’s been so rewarding – I’ve been working with my ideal clients from the get-go.

Here’s the deal.

Ultimately, we stand to make more money – and build a stronger business – if we say ‘no’ in these situations. It may be the best decision you can make for your long-term financial wellbeing.

Here are some of the scenarios you might face, and why you should consider saying ‘no’:

Those seeking a magic bullet
You should say no because…there isn’t one. They’re seeking a quick-fix herbal supplement or the exact right amount of fish oil they can take to address their condition. You can explain until you’re blue in the face that making some fundamental shifts in nutrition is the first step, but if they aren’t interested in making those shifts, they won’t see results no matter how much money they spend on supplements. They’ll get frustrated (and, likely, even needier). You’ll get frustrated.

And because they won’t get results, they won’t recommend you to friends and family. Your time would be better spent reaching your audience through well-researched and well-written blog posts (they build trust and people are able to recognize your competence). Don’t waste your time on clients unwilling to commit to the ongoing work of lifestyle medicine.

Those seeking free information
They contact you through your website, giving you their lab numbers and asking for free advice. These potential clients are trying to get free information, which won’t sustain or build your business. Create a kind but direct email signature that lets them know that you’re sad to hear about their health challenges, but you can’t give advice outside the coach/client relationship. If you have a stockpile of good blog posts on your website, link to a relevant post in your email response. That’s just enough personalization for them to know you care, but it’s just one copy-and-paste for you.

Those who ask for discounts
Maybe you’ve got potential clients who describe in detail – and at length – all the financial trauma they’ve been through in recent years and ask you for a discount. These folks may very well have had some real financial troubles, but that doesn’t mean you have to cave to their request. If you make a habit of giving discounts, you won’t earn what you deserve.

Even if you do offer clients a discount, it may ultimately shoot you in the foot because they may perceive your service as somehow less worthy. (Jill says this isn’t a “maybe,” it’s almost always a given that they’ll place less value on the program and not only not work as hard for themselves, but also leave the coach feeling like they’re spinning their wheels. It’s the negative side of the “perceived value” concept.)

Always remember, you are working hard, hard, HARD for each and every client and you’re worth what you charge!

Use the time you save by saying no to discount-seekers by working on an electronic product – an ebook or chapbook or other wonderful compendium of information on your area of expertise that you can sell to these types of folks for a relatively low price. Bonus? You can keep these products on your website forever (evergreen products), where they’ll generate passive income for you.

Those whose issues are complex and go beyond your areas of expertise
You may very, very, very much want to help these people, and they may be perfect in every other way – not overly needy, not looking for a magic bullet, not asking for discounts, and really open to learning and making healthy changes. But if they’re suffering from multiple and complex problems that you’ve never worked with before, you may not even know what you don’t know – and you’ll just feel frustrated and tentative. (“I’d like to suggest turmeric in this situation, but would it aggravate his gastritis? I don’t know!”)

Be honest with folks. 

Tell them how much you’ve enjoyed talking with them and how much you would like to help, but that you’re aware of your own knowledge limitations when it comes to their complex condition and that you don’t want to inadvertently give them bad advice. If you know of a functional medicine MD or other qualified healthcare practitioner who specializes in their condition, offer to send them a recommendation.

This approach instills a great deal of goodwill and trust – which will make it likely that when this person learns that a family member or friend is dealing with a condition that you do specialize in, you may very well be the first practitioner that this person recommends.

Last but certainly not least, when you’re acting in true integrity and only working with your ideal clients, it’s much more enjoyable for you, you don’t run the risk of burnout, and you start to build a roster of raving fans that ultimately gets you more business. That snowball effect.