A Proven Roadmap for Coaches and Therapists

Breaking into the world of coaching or therapy can feel like stepping onto a battlefield. You’ve got the skills, the passion, and the certifications but how do you land your first 10 clients? Let’s face it, you’re not exactly the most well-known person in the room yet (unless, of course, you happen to be a ninja at networking, in which case, you’ve already beaten us all). Fear not! I’ve got the playbook to guide you through this rocky terrain, and no, it doesn’t involve bribing your friends to sign up for your services.

As someone who leads a vibrant community of startup coach entrepreneurs, I’ve seen firsthand how intimidating it can be to gain those first loyal clients. Rest assured, this is part of the process, and I’m here to help you navigate the journey without resorting to desperate tactics. So let’s break this down, step-by-step.

Step 1: Tap Into Your Personal Network—But Don’t Be Weird About It

Your friends and family! Yes, they’re your best bet. But before you start drafting that “I’m a coach/ therapist now!” email, remember this: you want to serve them, not shove your services down their throats. No one wants a life coach/ therapist in their inbox every Tuesday offering motivational quotes and unsolicited advice. Instead, get curious. Offer value upfront. Share something insightful, whether it’s an article you read, a free resource, or a small piece of advice that could actually help them.

“Hey, I’m offering a complimentary session for a select few to test out my new approach! Care to give me feedback?” That’s how you subtly nudge people without making them feel like you’re only interested in their wallet.

Step 2: Hosting Introductory Workshops or Webinars – The Low-Stakes Entrance

People are terrified of making a long-term commitment, especially when they don’t know what you’re all about. But a complimentary, no-pressure workshop? That’s the golden ticket. You get to show off your expertise without anyone feeling like they’re about to sign away their first-born child. Webinars or workshops can provide immense value and give potential clients a glimpse of your approach, leaving them curious enough to inquire about further services. The key here is to focus on solving a specific pain point; don’t just ramble about general life-coaching philosophies.

Be relevant, be focused, and most importantly – be authentic.

In my work leading the startup community of coach entrepreneurs, we’ve found that hosting online events, like webinars or workshops, is one of the most effective ways to build trust with your audience. Through these events, coaches can offer insights and actionable advice to each other while exploring or brainstorming their approach – whether that’s through answering common client questions or tackling hot topics. You’ll be amazed at how many potential clients will be watching, waiting for the right opportunity to take action.

Step 3: Build Trust With Testimonials and Success Stories—Credibility is Key

Now that you’ve got the ball rolling, let’s talk about the hardest part: showing people that you’re not just blowing smoke. Testimonials. Success stories. A few good words from past clients (if you’ve got any, even if it’s from a friendly guinea pig test session). Authentic social proof is what will separate you from the crowd of “certified” coaches and therapists. A great testimonial is more than just a nice quote—it’s a story of transformation, of someone actually benefiting from your work. So, reach out to your initial clients (yes, the guinea pigs count) and ask them for a simple testimonial. If they’re hesitant, offer them a little incentive (discounts, future free sessions, or a hearty thank you).

In the community I lead, sharing testimonials and success stories is a cornerstone of how we build our collective credibility. It’s not just about having one or two reviews; it’s about showing how your clients have transformed because of your guidance. The more real-life examples you have, the stronger your brand and the more potential clients will be drawn to your work.

Bonus Tip: Word-of-Mouth Is Your Friend – But You Have to Get It Started

This one’s a no-brainer but often gets overlooked: ask for referrals. After your first few sessions, ask your clients if they know anyone who might benefit from your services. We all know that trust spreads like wildfire when it comes from a friend. “Oh, you know Jane? She’s been raving about your work for weeks!” That’s the kind of marketing you can’t buy.

In the world of startup coaches, where everyone is new and trying to stand out, word-of-mouth referrals can be your most powerful ally. When you’ve done your job well and your clients are pleased with the results, ask them to spread the word. When it’s done with genuine care and results, referrals will come naturally.

Wrapping It Up: The Power of Patience and Consistency

Getting your first 10 clients doesn’t happen overnight. If you think you’re going to wake up tomorrow with 100 new bookings after posting a 30-second video on social media, well, bless your heart.

With patience, consistency, and a little bit of clever marketing, those first few clients will pave the way for many more. Just keep delivering value, showing up authentically, and never underestimate the power of a great referral.