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Nurturing Prospects Through the Buyer’s Journey: 

An Actionable Guide for New Coaches

As a new coach, you might find yourself struggling with marketing your services and converting potential clients into paying customers. Understanding and guiding your prospects through the buyer’s journey can transform your coaching business, helping you connect with clients who truly value your services.

In this overview, we'll cover:

  1. The 3 main stages of the Buyer’s Journey

  2. Actionable tips for each stage

  3. The importance of building relationships and trust with your audience 


Understanding the Buyer’s Journey

The buyer’s journey is a framework that outlines the stages your potential clients go through before they make a purchasing decision. It typically includes:

  1. Awareness Stage: The prospect realizes they have a problem or need.

  2. Consideration Stage: The prospect defines their problem and researches potential solutions.

  3. Decision Stage: The prospect chooses a solution and makes a purchase.


As a new coach, your goal is to guide your prospects through each of these stages, providing value and building trust along the way.

Creating Awareness

In the Awareness Stage, your potential clients are just becoming aware of their needs or challenges. Your role is to provide valuable content that addresses their pain points and introduces them to the possibility of a coaching solution. Infuse that content with your authentic voice so your unique energy, and expertise with the subject, shines through it.

The key here is to be visible in areas where your potential clients are likely to see your content, and to not push for a sale.


Actionable Examples:

  • Blog Posts & Articles: Write educational content that addresses common challenges in your niche. Include keywords in the document(s) that your clients are likely to use when searching online for a solution. 

  • Social Media Content: Share tips, infographics, and videos that highlight the benefits of coaching as a solution to these challenges.

  • Free Resources: Offer free guides or checklists that provide actionable insights related to your coaching niche. Make them concise and easily digestible. Include a call to action (CTA) at the end that invites prospects into your ever-growing metaverse of helpful and engaging content.


When you provide valuable content, you position yourself as a knowledgeable resource and build initial trust with your prospects.

Engaging in the Consideration Stage

During the Consideration Stage, prospects are actively researching and comparing different solutions to their problems. They are looking for ways they can resolve their challenges on their own. Here, your goal is to present your coaching services as a viable and attractive option to them. An option that helps them achieve their desired outcome faster and easier with your guidance and support.

Actionable Examples:

  • Case Studies: Showcase success stories of clients you've helped in the past. Highlight specific outcomes and transformations.

  • Webinars & Workshops: Offer free webinars or workshops that dive deeper into the subject. Include stories as well as the benefits of your coaching services. Use these opportunities to engage directly with potential clients, answer their questions, and provide more value as an expert in your space.

  • Detailed Service Pages: Ensure your website clearly outlines your coaching services, including what clients can expect, your methodologies, and testimonials.


Engaging prospects at this stage helps them see the tangible benefits of your coaching, and see you as a guide that can help them get to where they want to go. This increases the likelihood that they'll consider you as a solution.

Converting in the Decision Stage

In the Decision Stage, your prospects are ready to make a choice. Your goal is to make it easy for them to choose you as their coach by addressing any remaining concerns and offering a clear path to start working with you.

Actionable Tips:

  • Personalized Consultations: Offer free consultations or discovery calls to discuss potential clients’ specific needs and how you can help. Focus these conversations on authentically understanding their challenges and desired outcomes.

  • Clear Call-to-Actions (CTAs): Ensure every piece of content has a clear CTA guiding prospects to the next step into building a deeper relationship with you and your work, whether it's booking a call, signing up for your newsletter, or downloading a resource.

  • Limited-Time Offers: Incorporate time-sensitive offers when it makes sense to do so (such as when launching new programs or when legitimately offering something for a limited time only) to encourage immediate action.


Provide a seamless and supportive experience, and make it easy for your prospects to choose you as their coach.

The Importance of Building Relationships

Throughout the buyer's journey, it's crucial that you focus on building relationships rather than pushing for a sale. No one likes to be sold at, but they do like to be educated on topics that are important to them. So, educate them. That provides value. Show your prospects that you are genuinely interested in helping them. Do that, and you'll create a foundation of trust and loyalty. Plus, educating them gives them a flavor of what you're about, how your mind works around their topic of interest, and enables them to determine whether they connect with you. That's how you get your ideal clients to self-select to get more from you... and that self-selection is an important way to make sales calls much easier by the time you get to speak with them.

Was this helpful?

If reading this quick guide helped you make important realizations, there is so much more I'd love to share with you. Mastering the buyer’s journey is fundamental to growing your coaching business successfully, as is implementing the steps that guide your prospects through it from start to finish. 


I'm developing a new program that gives you everything you need to create your marketing and sales strategy so you can grow your business and get more clients.

That program is called Launch and Grow. Doors will open soon.



Next Steps:


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Your input is incredibly valuable to me. Could you spare a few extra minutes to participate in my market research?


Click the button below to complete a survey and share exactly what you would want and need to demystify marketing and sales so you can get a consistent flow of ideal clients.


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P.S. completing this survey does not obligate you to enroll in the program. 

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