Beyond the Pitch: Authentic Sales for Coaches Who Want to Make a Difference

Beyond the Pitch: Authentic Sales for Coaches Who Want to Make a Difference

For many coaches, the word “sales” can feel uncomfortable. It conjures up images of pushy tactics and high-pressure conversations—far removed from the supportive and transformational work coaching is all about. But the truth is, sales can be one of the most authentic and impactful parts of your business when done the right way.

Authentic sales are not about closing deals—they’re about creating meaningful connections, fostering trust, and helping clients step into their next level of growth. Here’s how you can shift your approach to sales and transform not just your business, but also the lives of the clients you serve.

1. Start by Listening Deeply

At the heart of authentic sales lies one simple truth: your clients want to feel understood. When someone comes to you, they are looking for more than just a product or service—they are seeking a solution to a deeply personal problem.

Instead of diving into solutions or pitching your offer, start by listening. Ask thoughtful questions that uncover their pain points, desires, and goals. Show genuine curiosity about their journey. This not only builds trust but also positions you as someone who truly cares about their success.

2. Shift Your Mindset: Sales as Service

Many coaches struggle with sales because they see it as taking rather than giving. However, the reality is that sales, when approached authentically, is an act of service.

When you detach from the need to make the sale and focus instead on serving the person in front of you, the entire energy of the conversation changes. You’re no longer trying to “sell” them something—they can sense that you’re there to help them make the best decision for themselves.

This mindset shift removes the pressure from the conversation. It allows you to show up fully as a guide, making it easier for potential clients to trust you and take the next step.

3. Embrace Authenticity

In a world full of noise and regurgitated sales tactics, the most effective way to stand out is to be yourself. Authenticity isn’t just refreshing—it’s magnetic. People can sense when you’re being genuine, and that creates a powerful connection.

Being authentic means showing up as you are, imperfections and all. It means communicating in a way that feels natural to you rather than trying to adopt a persona or script. When you lean into your unique strengths and personality, you’ll attract clients who are aligned with your values and mission.

4. Don’t Be Afraid of Tough Conversations

One of the most valuable things you can offer as a coach is the willingness to have tough conversations. Transformation often lies just outside of a client’s comfort zone, and your role is to guide them there.

This might mean asking the hard questions or challenging them to think differently about their situation. It could involve giving tough love or holding them accountable in ways no one else has. While it might feel uncomfortable at first, these moments are often the catalysts for breakthroughs.

5. Detach from the Outcome

Fear of rejection is one of the biggest barriers to effective sales. Coaches often hesitate to ask for a commitment because they worry about hearing “no.” But detaching from the outcome is one of the most powerful shifts you can make.

When you let go of the need to make the sale and focus solely on how you can serve, it becomes easier to have open, honest conversations. Ironically, this detachment often makes it more likely that the client will say “yes,” because they feel no pressure and can focus on their own readiness.

6. Make Clients Feel Heard and Valued

The key to successful sales is not just about what you offer but how you make people feel. Clients need to feel heard, seen, and valued before they’ll feel confident investing in your services.

Beyond the initial sales conversation, this principle applies to every interaction you have with your clients. When you consistently show them that you care about their progress and well-being, they’ll not only stick with you but also become loyal advocates for your business.

7. Celebrate the Transformation

As a coach, your ultimate goal is to help your clients achieve meaningful change. When you shift your focus from “selling a program” to “facilitating transformation,” sales conversations become an exciting opportunity to set the stage for the incredible work you’ll do together.

Celebrate the journey your clients are about to embark on. Share your belief in their potential and your confidence in the results they can achieve. This energy is contagious and can inspire them to take action.

Final Thoughts: Sales as an Extension of Your Coaching

Authentic sales isn’t about manipulation or persuasion—it’s about being a trusted partner in your clients’ journey. It’s about creating a space where they feel safe, understood, and ready to step into the transformation they desire.

By shifting your mindset, embracing authenticity, and focusing on service, you can build deeper connections and grow your business in a way that feels aligned with your values. Sales isn’t just a part of your business—it’s an extension of your coaching.

Are you ready to master authentic sales? Watch the latest episode of The Amanda Kaufman Show for actionable tips and insights:https://www.youtube.com/@theamandakaufmanshow

Chapters

00:00 Introduction to Sales Mastery

03:16 The Philosophy of Sales as Service

06:13 Navigating the Comfort Zone in Sales

09:24 Keys to Success in Sales

12:16 Authenticity and Connection in Coaching

15:06 Detaching from Outcomes in Sales Conversations

18:00 Essential Qualities of a Great Coach

20:53 Investing in Growth and Mindset

Full Transcript

Brady McCarty (00:00)

The only outcome that I want to do like on this conversation, on sales conversations is how can I impact this person in a positive way?

Amanda Kaufman (00:26)

Well, hello and welcome back to the Amanda Kaufman show. We are continuing with the coaches that don't suck. And I could not do this series without messaging one of my favorite sales coaches of all time, Brady McCarty. Welcome to the show. How you doing?

Brady McCarty (00:44)

Good, Amanda, thanks for having me. And you're one of my favorite coaches of all time, so there's alignment there.

Amanda Kaufman (00:49)

There's huge alignment. Now, okay, so dear listener, Brady would never tell you this, but this guy is savage at sales. Like he's so good at it. Can you remind me, what are your current stats on sales that you have personally sold, oversaw, like just brag just for a quick minute and then we'll move off of it.

Brady McCarty (01:09)

You know I hate bragging about it, but I will. All right, so personally I've enrolled close to 70 billion, actually a little over 70 million now in the past five years, five to six years we'll call it. And then clients of mine have enrolled just over 300 billion in the past two years that are implementing my process.

Amanda Kaufman (01:11)

I know, but they gotta know, the people need to know.

That is just so amazing. We'll move off of the bragging. But y'all, the reason why Brady has been such a force in my own sales style is he's really one of the few coaches. I've had a few sales coaches, but he's one of the few ones that I felt just so aligned and at ease with, not only in the sales process that brought me into the program where I got to work with him, but just when he was teaching it, I was like, yes, yes.

that that way. Yes, like that. So he's really not into the the high pressure sales. He's really into like having the conversation that needs to be had, but also like really just improving your communication skills overall and being able to literally read the room, like be able to do that in a Zoom call, hear different tonality. It's just amazing. I am so curious, Brady, like why this? You're freaking brilliant at sales. You're so good.

But why continue to focus on it? Why is it such a passion of yours?

Brady McCarty (02:33)

Well first off, thanks for building me up. That made me feel very good. You're amazing at that, so thank you. Why do this?

Amanda Kaufman (02:43)

Yeah, mean, instead of that, because literally, you're a bright man. You could have done almost anything else and you decided to stay in this lane. Why?

Brady McCarty (02:51)

What comes up for me on that, and I have been asked this multiple times and I'm trying to see if a different answer comes up, that's my pause, but the same answer comes up, is back when I first started, I was absolutely sick, and I'm sure you can probably relate to this, but of all the regurgitated sales training out there, like I've probably spent upwards of 250,000 plus in training.

to realize that a lot, not all, but a lot, was the same strategy, just kind of regurgitated into that influencer spin on things. So what happens in my brain, and it still continues today, is if the majority of sales trainers are teaching the same thing, just kind of a manipulation of their strategies on sales calls, what do you think the consumers are hearing?

Basically the same conversation, right? So I got fed up that to answer your question I got fed up like enough was enough I had to create my own process of communication because I was sick of all the Gertrude material out there and I Started investing into stuff like neuroscience and nonverbal communication Which you were in that so good stuff CIA level influence all this stuff, but to answer your question I was fed up with the same strategy. So I start taking those

Amanda Kaufman (03:44)

Right.

Brady McCarty (04:10)

those learnings I was getting from the brain and putting it into my own process on sales calls. So, yeah, I could go on for that,

Amanda Kaufman (04:16)

That's really, really cool. So I don't know

why I feel compelled to say this, but maybe it's just a regurgitism of the influencer things. I keep thinking about that phrase, sales is service. Sales is service. What do you think about that phrase? Do you agree with it? And the reason why I'm bringing it up, I'll tell you the reason after. I want to hear your take on sales is service.

Brady McCarty (04:40)

I think is sales is service, but I think my take on it is some salespeople take that to heart where they feel like I have to serve this person to the detriment of my sale or to the detriment of helping them and coaching them to where they should be. And they start thinking the customer is always right. Like the corporate world mentality, the customer is always right.

and they're not really serving anymore. They're actually order takers and whatever you want I got instead of putting a little bit of fire under their feet and having that balance of like I feel you, I hear you, I see you and also here's what needs to happen. So having that fine balance sometimes was lacking.

Amanda Kaufman (05:27)

I love that.

So what I was going to say is the reason this was kind of coming up is exactly that in the coaching space. know, a lot of coaches, sell by kind of hoping that a complimentary coaching session is going to be so impressive or so transformative or so deep that why wouldn't somebody open their wallet?

And what I've learned as a coach is that there is a certain amount of lead up to the converting conversation where that's your chance, man. That's where you show off what you know or how you know or how you think things. But there's, in my opinion, a bit of an inflection point around the, are we doing this? Is this the right thing for you?

You you might be really impressed with some of the things that I'm doing, or you might love some of the process that I've got or the tools that I've got, but are you, like you person, actually invested in this commitment period that when I then recommend a coaching program to support you alongside,

You know, that to me is like where it kind of flips from value, value, value to like an offer invitation conversation. I feel like that part people get really scared of. Like, what would you say has been the biggest unlock for your clients around the fear of asking for commitment or even or even finding out that, hey, there's clarity here that this person may be fascinated, they may be interested, but they're not actually committed to this program or this.

Brady McCarty (06:40)

Yeah.

Amanda Kaufman (07:01)

software or this tool or whatever it is that you're selling. How do you help people navigate that?

Brady McCarty (07:04)

Yep.

It's a whole comfort zone situation.

changing the sales reps mentality. And I think something I wanna say is the word sales rep has such a bad name to it that a lot of times we're afraid to say we're in sales, right? Like we're afraid to own this is a sales call or I'm having a sales conversation or I am a sales rep, right? That's a big mindset shift I have to do for lot of people, but that wasn't your question. It's okay to be in sales, right?

Amanda Kaufman (07:33)

No, but it's good and

it's valid because I think a lot of coaches deny that part of building their business includes sales. I'm like, honey, you selling from the second they meet you, like all the way through every coaching session, every time you send a little cute ping on Friday saying, do you do your homework? Like that's actually selling people on the commitment. Like sales happens the whole time. There's a formal sales moment, right, of the transaction. But yeah, it's pervasive. And I think a lot of people are surprised by that.

Brady McCarty (07:45)

100%.

It is.

It is. A lot of business owners need to understand that like you.

Just to reiterate Amanda, you are in sales. Like every business owner is in sales, marketing, copywriting, texting, sales calls. Having a conversation at the grocery store about what you do for work, like everyone is in sales, no matter if you're a sales rep or not, right? That's one thing I had to get past a lot of clients' but to answer your question directly, it's a whole comfort zone situation. When someone...

Amanda Kaufman (08:26)

Mm-hmm.

Brady McCarty (08:34)

When someone is on the call with you, and we're talking sales call, when someone's on a call with you guys and gals, what they need, and this is kind of rhetorical and I answer it for you guys, but is what they need inside or outside their comfort zone.

Most of the time what they need is outside their comfort zone, which is why they're on the phone with you. Because if it was inside their comfort zone, they wouldn't be on the phone with you because they're comfortable with where they're at, right? So I think that's what's important to understand is you, as a coach, as a sales rep,

Amanda Kaufman (09:04)

Bye.

Brady McCarty (09:09)

It's your obligation, it's your duty to make them feel felt, but also get them outside their comfort zone and letting them know that what you need is something that you don't have right now. You have to get outside your comfort zone. This is the feet under the fire I'm talking about.

Amanda Kaufman (09:24)

I love that. I love that. You know, I can't I've been doing back to back podcast episodes. So full disclosure, dear listener, but, know, for example, I got Dear Listener from Bridgerton. You know, when I think about like all the crazy, great, amazing shows that you could totally be spending time watching right now. But no, you're in a call with me. You know, you're doing you're doing something with me. And I think like learning to have reverence for that fact that like, you know, it's not because I'm so great, it's because you've got

something going on that me being here with you is like a way better trade off than watching the latest season of Bridgerton or whatever it is that, you know, fuels your fire. And I think that's really helped me a lot. How do you, how did you like 70 million? Did you say that right? 70 million.

Brady McCarty (10:07)

Yeah.

Yeah,

I gotta do the actual number sometime because it might be over that but it's for sure 70. I don't want the actual number.

Amanda Kaufman (10:20)

It's for sure a

lot. Yeah, I mean, to perform at that level in sales, what would you say were maybe two or three of the biggest ingredients to your success in doing that?

Brady McCarty (10:35)

comes up for me on that? think, well, one is my shirt. This is a brand that I created for my company is being different, right? That's probably the biggest thing that comes up for me right now that you asked that is being different on these sales calls. If you think about it.

Everyone is on the buying the adult buying journey, right? They bought things as an adult They've been on sales calls as an adult whether it's a coaching company or buying a TV Like they've heard it all at this point and the second that we are the same that they've always heard then we get put into this this bucket of a salesperson and a Used car salesperson scenario, right? Like you're gonna manipulate me to buying something I don't want yada yada But the second we'd be different on that sales call and we actually

Amanda Kaufman (11:04)

Mm-hmm.

Mm-hmm.

Brady McCarty (11:22)

treat them like a friend. My saying that I've always said, I think I'm gonna remind you Amanda, but treat them like you're having a beer with a friend, right?

You're just enjoying a beer with a friend, right? And that whole scenario of being different, like I'm just treating you like we're having a sandwich together, having a beer, it all of a sudden changes the entire cadence of the call where they're like, this is different, like this is new, you have my attention, you have my focus, and getting someone's focus is like 90 % of the sale. Because if you don't have their focus, they're not hearing anything you're saying.

Amanda Kaufman (11:30)

Yes.

I will say as someone who's learned from you, trained with you, we've had speaking engagements together, we've done a lot together. Your ease or your ability or capacity to activate ease in others, I would say is a superpower. And some of the coaches that I've seen,

do really, really well, they have that same kind of it factor where they're even if they're so impressive, their resume is nuts. They have this way of making space for a person that it does feel like you're going for that beer or you're in that relaxed place. something, I don't know if you agree with this, but something I've trained my team on is like, ask the question that'll lose the sale.

you know, whatever that question you're hesitating to ask because you think, man, they're going to be really uncomfortable by that question. They might not they might not like me anymore if I ask that question. I feel like that paired with the beer mentality is so good. Right. Because what do you do if you've got to break hard news to a buddy? You crack a beer and you have the conversation. Right. Like you do what you can to make the environment more relaxing.

Brady McCarty (12:57)

Yeah.

Yeah, and I'll piggyback on that. A lot of people on sales calls are afraid to ask the questions in fear of looking stupid, right? They're afraid, if I ask this question, I'm gonna look like an idiot, right? And the second we start having these fears, it just tells you and the other person that you're attached to making the sale.

So because I'm afraid to ask in this question, whatever the question is, it's because I have an outcome I'm expecting that I might be getting in the way of. So if we can release, I guess that's number two on my success, Amanda, is detach yourself from any outcome of anything.

Amanda Kaufman (13:37)

this is so good.

Brady McCarty (13:44)

The only outcome that I want to do like on this conversation, on sales conversations is how can I impact this person in a positive way?

Whatever that is. Yes, I want to make the sale. Yes, I want to enroll them and collect the money and all that changed their lives. the biggest thing on the call, how it needs to be portrayed in your brain and to the client is I have zero expectations on here. The only thing I want to do is kind of see what's going on in your life. How can I impact you in a positive way? And the sale kind of happens naturally if you start putting in the sequences and the

questions and all the things I teach on the psychology side of it. But detaching yourself is massive aside from being different.

Amanda Kaufman (14:18)

Mm-hmm.

You know, I

was just thinking, was like, need like, we need one of those modern wisdom episodes that's like four hours long to like really dig in, but we don't have that. If we were to, you know, I've heard that, I've heard that, you know, like detach from the outcome, believe in abundance. Coaches talk about it all the freaking time and yet they're terrible at coaching. So if we were to like,

if we were to take that idea of detachment from outcome in a call and we were to turn that into as transactional of steps as possible, like the actual, what do you do to do that though? Like, what would you say if we were to take a wild stab at that? And that's why I'm saying like, might need more time for this to really properly unpack it. But I think there's a lot of ideas that are just kind of like, yeah, I know I should do that, but how do I, how?

Brady McCarty (15:06)

Yeah, this-

I'll share.

Amanda Kaufman (15:15)

Do I do that?

Brady McCarty (15:17)

Yeah, the four hour episode is to handle your own toxicity. It's like to handle your own shit that you have going on internally because that helps you release a lot of stuff that you're expecting from people, right? That's a four hour episode that we can get into. But the two second episode is to think about it. Like, they give you money.

it's impacting you for a second, them for a lifetime, right? So them giving you money and buying your thing, if you're in the coaching world, you're gonna be cool and happy for a second because you made a commission, but this is a life-changing transformation that you're giving them that's gonna change them forever. So just having that quick little mindset really helps me understand.

Okay, this is more for you than it is for me. Like how can I help you? And you have to own that. You can't just say that, you have to own it. Like how can I change this person's life? That's the two second version.

Amanda Kaufman (16:12)

Mm-hmm.

That's so

good. That's a two second version. I know it's like, you knew you were going to be up for a challenge in a short call with me. you know, I think one of the things that scares a lot of coaches is not being good enough.

Brady McCarty (16:27)

You

Amanda Kaufman (16:33)

you know, not being good enough to be able to honor that level of transformation and so on. And the way I handled that was I was like, look, here's the math of what my family's lifestyle is. Here's the math of what I think my overhead for my business is going to be. This is just the math. Like this is this is what I would need to create in the way of value. And then I kind of back.

backed into it. And I was like, okay, to be to be that valuable, rather to build a program that is that valuable, or that will get purchased that many times in this timeframe, what actually has to happen? And that that scared me.

you know, to TBH, but I would much rather have a target on the wall and maybe not totally be completely sure how I was gonna do it and then go after it as hard as I can. And that was literally how I launched this business, have grown this business, have pivoted the business over the last eight years is like, here's the target on the wall and I've got to like build towards it. Brady, with...

I mean, you've had a lot of experience working with lot of different coaches, a lot of different programs. You've worked on different offers. What do you or three things that help a coach not to suck? Like, people will be like, yeah, I want to work with that coach. Or, you know, I'm going to stick with that one. What do you see as the three things that basically value match the coach to somebody making a transaction?

Brady McCarty (18:00)

One, stop, thanks for asking that. No one's ever asked me that before. That's a really cool question. One, stop being like everyone else. Like, on a coaching call, on a sales call, on your email marketing, your, stop being like everyone else. Like, people want different.

People have seen the same shit for years, right? Just regurgitated into, again, that impetus to spin on things, like stop. If you can come in with your authenticity and match that with stuff you're learning from marketing, learning from Amanda, learning from me, learning from different people, like you're yourself. I've always said this, I don't know if we can cuss, but authenticity is sexy AF. I'll just say that. Authenticity is sexy AF. It shines.

Amanda Kaufman (18:38)

Mm-hmm.

Yeah,

this is true. Yeah, anything else? Any other things to help us not suck?

Brady McCarty (18:49)

Yeah.

Yes,

yep, yep. And then make people feel felt. Like if you're in the coaching world, you got into the coaching world because you wanna change lives. And I think we start making some money, make that first sale, and we start getting a little greedy. I've been there, like, I've been there. You get a little greedy and you forget to focus on that person. And that person needs to feel felt in order to have that transformation.

So even after they give you money, you're not done. You need to now deliver on that money and make them feel felt, heard, understood, and have this life-changing transformation. And then the third thing I would say is don't be afraid after someone gives you money or before they give you money.

to be the coach that they're wanting you to be. They're looking at you to change their life and we get afraid to ask those hard questions or to give them that hard statement or give them that tough love that no one else has given them in their life. So be that person, authenticity. Yep. Does it make sense?

Amanda Kaufman (19:50)

Exactly.

Yeah,

it makes so much sense. The role of coach, you know, I think it's really important to understand like you are playing a important role in their social calendar. They already got the bestie that's telling them that they're great. They already got their mom that thinks that they're cool. They need like the coach who's going to actually push them to that next level of their capability. And, you know, I often think about the idea of borrowing belief.

You know, one of the biggest things a coach can do for their client is believe in their client and their client's capacity because you have so many examples of when you've been able to help people in similar circumstances achieve those same goals. And just as a customer of coaching, that's been transformative for me is when I can borrow the belief from somebody else, just do the stuff, do the things, show up in a new way. And my God, I did it. And now and now I feel that belief. You know, it's so, so powerful.

Brady McCarty (20:48)

Yeah.

Yeah. To

piggyback on that.

And I know we're coming up to the hour, to piggyback on that, I think it's important to hire, hire, hire. Like as a coach, we get this entrepreneurial curse and we're like, I got this, I can do this. And you probably can, but you can with help even quicker. Like you don't want to spend two, three, four years when someone's already figured it out that you can do in two minutes. So hire, don't be afraid to pay money if you want to receive money from clients because everything comes back.

Amanda Kaufman (20:53)

Yeah.

that part.

Money is a flow, yeah, now you're definitely gonna spend it, right? But do you wanna spend it in this conscious way where you're totally engaged and same with your clients? Or are you gonna just like hope you never have to spend a dollar ever again? I've definitely fallen afoul of that. That could be another four hour episode on money mindset. I think that would be really beneficial.

Brady McCarty (21:35)

Yeah.

Yeah, and I'll

end it with this. I do have one thing, I'm sorry, Amanda. I could talk to you forever though. So I heard this thing from one of my friends and he goes, Brady, people are so quick to spend $1,600 on a new iPhone that just came out. Like without blinking twice. They're so quick to do that, but the problem with society is they're not so quick to spend it on things that will improve their life or their health or their whatever, insert coaching program.

Amanda Kaufman (21:44)

Okay, okay, go, go, I know.

Brady McCarty (22:10)

It's a mind, like you've got to change your mindset a little bit.

Amanda Kaufman (22:10)

Yeah, a thousand percent.

A thousand percent. Like, I similarly have invested a lot in being able to do what I do at the level that I do it, and I continue to invest in it. Like, I just look at it as, you know, it's a budget, you know? A lot of people are familiar, we got the holidays coming up, you got a Christmas budget, you plan to buy presents every year.

It's the same thing as an entrepreneur. Like if you just every year, you're like, cool, what am I going to focus on this year? Amazing. Just accept that there's going to be investment with that and don't just accept it. Like celebrate it, you know, feel really good about it because your capacity to earn, to grow, to lead goes up exponentially so much faster when you do that. So love it. Brady, what's the best way for people to follow you?

Brady McCarty (22:43)

Yeah.

So smart.

Follow me on Instagram at, what is it? Brady.McCarty on Instagram. And feel free to shoot me a message there. You can say something like, I don't know, Amanda Pod if you want to. And I got a little surprise I can give you guys. A little free sales training I can give you guys. So, Brady.McCarty.

Amanda Kaufman (23:12)

my gosh.

Do not miss that. And we'll make sure that the link is below in the show notes. And dear listener, make sure that you are subscribed to this podcast so you don't miss another episode. Also, go ahead and forward this to three of your friends because Brady dropped some crazy gold and they need to hear it. if they're in business, then they are in sales. So they need to hear this episode. And the third big piece is just take

30 seconds and give Brady a five star review. I mean, the man worked so hard today and he's sharing all of this amazing knowledge and he really deserves it. But more than that, it's going to help other people who need to hear this episode, find it and choose it when they're out for their morning run. All right, y'all, we'll see you very soon. Thanks, Brady. Thanks for coming.

Brady McCarty (24:00)

Thank you Amanda. See you guys.