How do you get someone you’ve never met to trust you? And buy from you?

As a new coach or consultant, it’s straightforward to point to your big competitors and say, “That thing they’re doing is working – why wouldn’t it work for me?”

The thing they have, though is distribution and trust…

With distribution, you can throw up a dud, and it’ll work because you’ve got a big list or many followers.

When people trust your brand, they’ll do business with you even if your sales material is a little wonky.

When you have neither trust nor distribution – you need to have a way to manufacture both… That’s what we talk about today!

Comment below and we’ll make sure to answer your questions!
To watch on the Done For You channel, go to:


Read the transcript below:

Welcome to today’s episode of GSD Daily, as the radiator in the background makes horrible gurgling noises. But today what I want to talk about is selling your coaching programs, so basically figuring out how to get coaching students online. That’s a pretty tricky subject, mostly because for somebody to buy from you, they have to know, like, and trust you. Think about how you would go about buying coaching programs. You aren’t going to go sight unseen and spend $500, $1,000, $2,000, or $3,000 on a coaching program without knowing exactly who you’re buying from.

It’s one of the myths that folks oftentimes get kind of caught up in. They see other people posting something online, a sales page, sometimes a very simple Shopify sales page with a video and a description, a couple of bullet points, and charge $300 a month for it, or $1,000 one time, or $2,500 for a three-month package, and they think that’s how you sell coaching programs. They think, this person is doing it, why can’t I do it the same way? The truth is, that person has distribution. They have hundreds of thousands of followers, or in at least tens of thousands of followers, sometimes millions of followers. They have email lists of 10,000 or 20,000 or 50,000 people. They have a much bigger distribution, so that distribution covers a lot of mistakes. They can fuck up a sales page and not follow best practices. But two things overrule that. So two things make it look like they’re doing something exceptional.

One is they have a volume of people going to that page to buy. Two, each of those people has a relationship with the creator that oftentimes doesn’t happen with a brand because they’re creators because they’re coaches. After all, they’re a consultant… So they can get outsize returns on those simplistic sales pages and coaching programs. And that’s the thing. If you were to put up a similar sales page and drive traffic to it, you would get no buyers, because nobody knows, likes, and trusts you. You don’t have any distribution in terms of a warm audience. Everything you have is the cold audience, so everything you’re doing is to fresh eyes. Compound that with every single person coming to the page, you’re most likely buying. You’re paying for traffic. So every click over to your sales funnels you’re paying for. So going directly from an ad to an offer never works out unless you have distribution. That’s why we have to manufacture that relationship, that bonding, that bond with your prospect and you through a sales funnel.

Now, I’m taking into consideration that you have a coaching program to sell, but basically what ends up happening is if you go from traffic to sales page, this giant chasm in the middle, people can’t jump. They’re not going to turn into sales at this point. They can’t jump that chasm all in one shot. So what you have to do is you have to break it down into smaller steps. So here is where we add a lead magnet. So this is a PDF that somebody can download, learn a little bit more about you and what you do in your program, and then they can jump off into the sales page, knowing a little bit more about what you do.

Another thing we’ll put in the mix is a webinar. It will explain your program to your prospects while they’re warming up to you, while they’re getting used to you and who you are, and what you do, and where you came from, and all that stuff. They will learn about you, they will learn about the problem that you help them solve, and then they learn about how they can go about solving that problem, too, with your help, hence the coaching program.

And the next thing after that webinar is, of course, to jump on a sales page. So they go from traffic online, Facebook, Google, whatever, to a lead magnet, to a webinar, to a sales page. So they can make those jumps, those jumps are all little tiny micro successes. And then what we do a lot of times to make those jumps, if they don’t jump themselves, we’ll use email marketing and SMS, here, here, and here. And then if they don’t buy, we will do another campaign that sometimes is an abandonment campaign. If you’ve ever bought anything from a Shopify store, then you’ve most likely got an abandonment campaign. “Hey, your thing is waiting in the checkout,” or whatever. And this is also email, and SMS.

So this is how you sell coaching programs. Rather than go from just traffic to a sales page, you have to add the bonding and nurture elements in between that help you grow your audience. Once your audience is built, you can take them from traffic directly to a sales page. You can do the same shit that Anthony Robbins does, Grant Cardone does, and all the bigwigs in your industry, because they know, like, and trust you, because you have distribution at that point. But getting started, you can’t just drop them over on a sales page and expect big numbers. That’s not how human psychology works. That’s not how buying works.

So this is a nice model to get started selling your coaching programs online. If you have any questions at all, just go to, fill in the little form and we’ll help you design a sales funnel that’ll work for your program. If you like these kinds of tips and tricks, go to and fill in the short form, and we’ll make sure to get this stuff to your inbox. If you have any questions at all, just drop them in the comments below and we will make sure to get them answered, and I’ll talk to you soon, all right? Thanks. Bye.