The Coaching Edge: A Business Building Podcast

Hosted by Wendy McCallum

Business Entrepreneurship

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Jun 2026

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June 15, 202637 min

Ep 92: How to Follow Up After a Discovery Call That Didn't Convert (Without Feeling Salesy or Desperate)

You had a discovery call that felt great. Real connection, good conversation, they seemed ready to move forward. You sent the link to sign up and then... crickets. A week goes by. Then two. You tell yourself they must have changed their mind, found someone else, or decided coaching wasn't for them. So you move on. But here's the thing — you might be completely wrong. And the follow-up you're not doing could be costing you clients. That said, not every lead is worth chasing. Sometimes the reason they didn't sign up is because they're not actually a good fit — and deep down, you know it. This episode is about how to follow up with intention, how to know when it's worth pursuing, and how to let go when it's not. This is part three of our five-part series, "The Conversations That Build Coaching Businesses." We're talking about the conversation most coaches skip — and the discernment most coaches don't practice. In this episode, I cover: Why "not right now" feels like rejection (and why it usually isn't about you) The gut check: how to know if this person is actually worth following up with Questions to ask yourself before you chase a lead — are you excited to work with them, or just chasing revenue? What "not right now" actually means — and the difference between "not yet" and "not ever" How to respond in the moment when they say "I need to think about it," "The timing isn't right," or "I can't afford it" The powerful question that can change everything The follow-up that keeps the door open (without being pushy) How to stay connected over the long haul with warm leads When it's time to let go — and how to do it gracefully The mindset shift from rejection to discernment Series episodes: Episode 89: How to Get More Coaching Clients Through Referrals (Without Feeling Salesy) Episode 90: How to Network as a Coach (Even If You Hate Networking) Episode 92: How to Follow Up After a Discovery Call That Didn't Convert (Without Feeling Salesy or Desperate) ← You are here Episode 93: The Price Conversation Episode 94: The Difficult Client Conversation Resources & Links: Get Clients Now FREE Masterclass Business Building Support — anytime The Confident Coaching Skills Intensive — now available self-guided Get It Done: Private Coaching with Wendy

June 8, 202634 min

Ep 91 How To Network as a Coach (Even If You Hate Networking)

You're at a conference, a local business event, or maybe just a friend's dinner party. Someone asks what you do. And suddenly your brain goes blank. You mumble something about coaching, they nod politely, and the conversation moves on. Sound familiar? Networking has a terrible reputation — and honestly, most of us are doing it wrong. We either avoid it entirely or show up with an energy that feels transactional and forced. But here's the thing: relationships are how most coaching businesses grow. Not ads. Not algorithms. People. This episode is part two of our five-part series, "The Conversations That Build Coaching Businesses." We're talking about what to say — and how to show up — when you meet someone who could become a client, a referral source, or a collaborator. Whether you're an introvert who dreads small talk or you just don't know what to say when someone asks what you do, this episode will help you approach networking in a way that feels genuine, not gross. In this episode, I cover: Why networking feels so uncomfortable for most coaches (and how to reframe it) The mindset shift from transactional to relational networking What to say when someone asks "What do you do?" — a simple formula that works The art of being interested, not just interesting How to talk about your work in a way that opens doors (and makes you easy to refer) Networking strategies for introverts and people who find this draining Online networking: building relationships through DMs, comments, and communities What to do after you meet someone — the follow-up that actually builds relationships How to spot potential referral partners and collaborators (and what to say to them) Coming up in this series: Episode 92: The "Not Right Now" Conversation Episode 93: The Price Conversation Episode 94: The Difficult Client Conversation Resources & Links: Episode 90: How to Get More Coaching Clients Through Referrals (Without Feeling Salesy) How to Get Clients Now (Free Masterclass) The Confident Coaching Skills Intensive — now available self-guided Get It Done: Private Coaching with Wendy

June 1, 202649 min

Ep 90 How to Get More Coaching Clients Through Referrals (Without Feeling Salesy)

Here's something most coaches know but don't act on: referrals are the single best source of clients. People who come to you through a referral already trust you. They've heard about you from someone they respect. The sale is half made before you even get on the call. And yet — most coaches leave referrals entirely to chance. They hope their happy clients will spread the word. They assume if someone loved working with them, they'll naturally tell others. But hope isn't a strategy. This episode kicks off a five-part series called "The Conversations That Build Coaching Businesses." Over the next five weeks, we're going beyond the discovery call and into the conversations most coaches avoid, fumble through, or never think to have. We're starting with the referral conversation — how to ask for referrals in a way that feels natural, not awkward or desperate, and actually works. I'm sharing stories from my own business, including a CEO client who came back three years later with a referral, the family doctors who became consistent referral partners early in my career, and how I've built cross-referral relationships with coaches in adjacent niches. Plus, I'm giving you specific language you can use — with past clients, current clients, peers, and professional contacts — so you never have to wonder what to say again. In this episode, I cover: Why referrals are your highest-converting source of clients (and why most coaches leave them to chance) The fears and beliefs that keep coaches from asking for referrals Who to ask and when — past clients, current clients, peers, and professional contacts How to build referral relationships with other professionals by asking "What's the gap, and how can I help you fill it?" The power of cross-referrals: finding coaches in adjacent niches who serve the same avatar client Specific language for asking for referrals in different contexts How to make it easy for people to refer you (so they actually do) When formal affiliate or referral programs make sense How to follow up and build a referral culture in your business What to do when someone doesn't refer anyone (and why it's not personal) Coming up in this series: Episode 91: The Networking Conversation Episode 92: The "Not Right Now" Conversation Episode 93: The Price Conversation Episode 94: The Difficult Client Conversation Resources & Links: How to Get New Clients Now FREE Masterclass Business Building  support for coaches The Confident Coaching Skills Intensive — now available self-guided Get It Done: Private Coaching with Wendy

May 25, 202639 min

Ep 89 How to Explain What a Coach Does (So People Actually Understand)

If you've ever stumbled through an explanation of what you do at a dinner party, a networking event, or even on a discovery call — this episode is for you. The truth is, most coach training teaches you how to coach, but not how to talk about coaching in a way that actually lands with people who've never experienced it. And here's why this matters more than you might think: your ability to clearly articulate what you do directly impacts your marketing, your discovery calls, and your revenue. If your language is vague, full of jargon, or confusing — what I call "coachspeak" — potential clients move on. They can't refer you if they don't understand what you do. They can't say yes if they're not sure what they're saying yes to. In this episode, I'm breaking down how to ditch coachspeak, explain coaching in plain language, and talk about your work in a way that builds trust and makes it easy for people to become clients. In this episode, I cover: Why being able to explain coaching clearly isn't just a social skill — it's a revenue skill The "coachspeak" problem and why phrases like "reconnect with your inner mentor" are costing you clients What coaching actually is (and isn't) — and why those distinctions matter How to translate abstract coaching language into plain, specific, outcome-focused words Tailoring your explanation to different contexts: dinner parties, networking events, discovery calls, and your marketing The elevator pitch formula that actually works How to handle common follow-up questions like "So what do you actually do?" and "How is that different from therapy?" Why your confidence in explaining coaching affects how others perceive it Resources & Links: The Confident Coaching Skills Intensive — now available self-guided Get It Done: Private Business Coaching with Wendy  

May 18, 202644 min

Ep 88 The Courage to Charge What You're Worth as a Coach (And Why It's Not Really About the Money)

Here's what no one tells you about pricing: it's not really about the numbers. You can research your competitors, run the calculations, and land on a rate that makes perfect sense on paper — and still feel a knot in your stomach every time you say it out loud. That knot? It's not about the math. It's about identity, worthiness, fear of rejection, and a whole lot of stuff you probably absorbed long before you ever became a coach. In this episode, I'm going deeper than the usual tactical pricing conversation. I'm sharing my own money story — from growing up in a low-risk-taking household where money was tight and carefully budgeted, to billing out at high rates as a corporate lawyer while battling imposter syndrome, to undercharging for years when I started my coaching business because I hadn't yet done the inner work. I'll walk you through what finally shifted for me, why undercharging isn't humble (it's often just hiding), and how to start owning your value — not just intellectually, but in your body. I'm also talking about something that doesn't get discussed enough: how to charge what you're worth and leave space for generosity. Because building a sustainable business and making coaching accessible aren't mutually exclusive — you just have to do it from a grounded place, not a fearful one. In this episode, I cover: Why pricing brings up so much emotional stuff — even for experienced coaches Where our money stories come from and how they shape our pricing decisions My own journey from scarcity thinking to finally charging what I'm worth The stories we tell ourselves that keep us undercharging ("Who am I to charge that?") Why undercharging isn't humble — it's often just hiding The difference between knowing your value intellectually and feeling it in your body What changed in my business when I finally owned my pricing How to charge what you're worth AND create space for generosity (including my "Pay It Forward" system) Practical steps to start shifting your own pricing beliefs Resources & Links: How to Price Your 1:1 Coaching Offer — $27 Pricing Masterclass The Confident Coaching Skills Intensive — now available self-guided Get It Done: Private Business Coaching with Wendy

May 11, 202632 min

Ep 87 Selling to Skeptical Buyers: How to Build Trust When Your Clients Have Been Burned Before

Trust in the coaching industry isn't what it used to be. Your ideal clients — smart, professional, discerning — have likely encountered overpromising, high-pressure tactics, or programs that didn't deliver. They're not necessarily skeptical of you, but they've been burned before, and they're cautious. So how do you sell to someone like that without becoming the thing they're afraid of? In this episode, I'm breaking down how to build trust with skeptical buyers — from recognizing the signs that someone's been burned, to demonstrating real value in a discovery call, to owning the "boring" ethical approach that actually sets you apart. If you've ever felt like your non-pushy style was a weakness, this episode might change your mind. In this episode, I cover: Why skepticism is rising in the coaching industry and what that means for your business How to get clear on your value and articulate your special sauce with confidence Signs you're talking to a skeptical buyer and how to respond with curiosity instead of defensiveness How to do a little coaching in a discovery call to demonstrate your skills and build trust The power of a no-pressure discovery call frame — and why it leads to higher conversions Why your "boring" ethical approach is actually a competitive advantage How to own your values in your marketing so you attract the right clients Resources & Links: Loads of Free Resources for Coaches The Confident Coaching Skills Intensive — now available self-guided Get It Done: Private Coaching with Wendy

May 4, 202632 min

Ep 86 Spring Cleaning Your Coaching Business-A Practical Reset for Q2

I'm in the middle of moving houses, and it's forced me to do something I'd been avoiding for way too long — clean out my office. Two years of accumulated papers, old workshop materials, client files from programs I'd half-forgotten about. And as I sorted through fifteen years of coaching work, I realized something kind of wonderful: I've worked with thousands of people. That felt amazing to see. But you know what felt even better? Getting it all cleaned out and ending up with a clear desk, organized files, and a brain that finally had some breathing room. If your coaching business has been accumulating clutter — physical, digital, or strategic — this episode is your invitation to do the same. We're going beyond tidying your desk (though we'll cover that too) and into the deeper work of auditing your offers, revisiting your pricing, cleaning up your systems, and making sure everything in your business is still aligned with where you're headed. In this episode, I cover: Why simplifying feels harder than adding more — and why we attach our identity to offers and content that may no longer serve us The physical clean-up: clearing your desk, organizing files, and shredding old client documents you no longer need How to audit your offer suite and spot what needs tweaking, retiring, or filling in A pricing check-in: when to raise prices, how to scope your competitors, and revenue stream ideas you might be missing The systems and workflows that are probably held together with duct tape — and how to tidy them up Cleaning up your relationships: your email list, your social feeds, and the professional connections you've been meaning to nurture A seasonal business rhythm framework: spring for cleaning, summer for creating, fall for launching, winter for reflecting Resources & Links: Loads of Free Resources for Coaches The Confident Coaching Skills Intensive — now available self-guided Get It Done: Private Coaching with Wendy

April 27, 202637 min

Ep 85: Partnering for Success: How to Avoid Coaching Collaboration Mistakes

Welcome back to The Coaching Edge! In this episode, we dive into the dynamic world of collaborative coaching and partnerships. Whether you're a seasoned coach or just starting out, understanding how to effectively collaborate can elevate your practice and expand your reach. We’ll explore the incredible benefits of joining forces with other coaches, as well as the potential risks that can come with it. I’ll share personal stories, actionable insights, and essential questions to consider before entering into any partnership. Collaboration isn’t just about sharing responsibilities; it’s about leveraging each other’s strengths to create something truly unique. From co-creating programs to guest coaching in different communities, the opportunities are endless! But before you jump into partnership, make sure you're asking the right questions. Tune in to discover how to navigate this exciting journey with confidence. In this episode, we cover: The benefits of leveraging audiences and combining expertise in coaching. How to create unique offerings that attract a wider client base. The importance of guest coaching and collaborating within communities. Key risks to consider before entering a partnership and how to mitigate them. Essential questions to discuss with potential partners to ensure a successful collaboration. Best practices for maintaining open communication and formal agreements in partnerships. Links + Resources The Confident Coaching Skills Intensive — my in-depth program that helps coaches build real confidence supporting clients through the messy, complicated, doesn't-fit-neatly-in-a-box stuff — is now available as a fully self-guided course for the first time ever: www.wendymccallum.com/ccsi Get it Done: 1:1 Business Coaching with Wendy - Private business coaching & project management to finally finish that project... so you can move the needle in your coaching business & turn your big idea into profit: https://www.wendymccallum.com/get-it-done Book your 90-minute 1:1 Clarity Compass Business Audit here.

April 20, 202637 min

Ep 84: The "Boring" Strategies That Actually Build Coaching Businesses

There’s a lot of noise online right now about how to build a coaching business. Post more content. Master the algorithm. Go viral. And while visibility can certainly help people find you… the truth is that most sustainable coaching businesses aren’t built on flashy tactics. They’re built on simple, relationship-based practices that don’t get talked about nearly enough. In this episode, I’m pulling back the curtain on the less glamorous strategies that quietly build real coaching businesses — the ones I’ve relied on for years and the ones I see working again and again for the coaches inside my programs. If you’ve been feeling overwhelmed by all the pressure to constantly produce content or chase the latest platform strategy, this episode will be a refreshing reminder that building a successful coaching practice doesn’t have to be complicated. In this episode, I cover: Why real conversations are still the most powerful marketing strategy The surprising role that following up plays in sales (and why it isn’t pushy) How to use email newsletters as a trust-building tool Why repeatable offers are the key to reliable revenue The difference between building an audience and building a community These strategies may not be flashy — but they are the ones that consistently lead to trust, connection, and long-term business growth. Links + Resources The Confident Coaching Skills Intensive — my in-depth program that helps coaches build real confidence supporting clients through the messy, complicated, doesn't-fit-neatly-in-a-box stuff — is now available as a fully self-guided course for the first time ever: www.wendymccallum.com/ccsi Get it Done: 1:1 Business Coaching with Wendy - Private business coaching & project management to finally finish that project... so you can move the needle in your coaching business & turn your big idea into profit: https://www.wendymccallum.com/get-it-done Book your 90-minute 1:1 Clarity Compass Business Audit here.  

April 13, 202646 min

Ep 83: What to Offer Clients After 1:1 Coaching Ends

Most coaches spend the majority of their time trying to grow the front of their business. More visibility. More leads. More discovery calls. But there’s an entire quadrant of your business that’s often ignored — and it’s one of the most profitable, stable, and aligned places you can grow. In this episode, I’m breaking down what I call the “West” quadrant of your Business Compass — the part of your coaching business focused on retention, alumni, backend offers, and long-term client relationships. Because here’s the truth: Your easiest sales are rarely to strangers. They’re to people who already love working with you. If you’ve ever had a client finish one-on-one coaching and think, “I don’t want this to end…” — this episode is for you. In This Episode, We Cover: How to know when you’re ready to create continuing support offers Why backend revenue is the most overlooked growth strategy for coaches The difference between expansive 1:1 offers and alumni memberships When (and when not) to create a backend group program How to pre-sell and seed interest before building something new Micro backend offers that are easy to sell and easy to deliver Why retreats are often best sold to alumni How backend offers reduce marketing pressure and increase stability The Types of Backend Offers We Explore: ✔️ Phase Two or expansive one-on-one coaching ✔️ Ongoing bespoke or retainer-style coaching ✔️ Invitation-only alumni memberships ✔️ Hybrid groups (alumni + warm audience) ✔️ Tune-up packages or maintenance memberships ✔️ Annual refresher intensives ✔️ Topic-specific workshops ✔️ Retreats (virtual or in-person) And we talk about how to build these strategically — not reactively. Because creating backend offers isn’t about throwing spaghetti at the wall. It’s about designing an ecosystem. Why This Matters Right Now In a market where trust is everything, your alumni clients: Already understand coaching Already know your style Already see the value Already trust you They are the warmest room in your business. And yet… most coaches ignore this quadrant entirely. If you want more revenue without more hustle — this is where to look. Episode Links and Resources: Link to Episode 68: The Coaching Edge Year-End Virtual Business Retreat 2025 (for the Business Compass Model & Workbook): https://www.wendymccallum.com/podcasts/the-coaching-edge-a-business-building-podcast/episodes/2149117723 The Confident Coaching Skills Intensive — my in-depth program that helps coaches build real confidence supporting clients through the messy, complicated, doesn't-fit-neatly-in-a-box stuff — is now available as a fully self-guided course for the first time ever: www.wendymccallum.com/ccsi Get it Done: 1:1 Business Coaching with Wendy - Private business coaching & project management to finally finish that project... so you can move the needle in your coaching business & turn your big idea into profit: https://www.wendymccallum.com/get-it-done    