As a coach, you want to grow your business without compromising your values — but when it comes to sales calls, it’s easy to feel unsure, scripted, or just plain uncomfortable. You didn’t start coaching to become a salesperson — and the good news is, you don’t have to.

Serve First, Sell Second is a practical guide designed to help you lead strategy sessions, discovery calls, or “serve calls” with confidence and clarity — all without pressure or performance. Inside, you’ll find a relational, 8-step framework that turns sales calls into meaningful coaching conversations that build trust and create aligned clients.

You’ll also get tools to prep effectively, coaching cues that help the right next step feel obvious (not forced), and tips to redefine success beyond the yes/no outcome.

Whether you’re brand new to sales calls or want to refine your approach, this guide will help you shift from dread to confidence — and show up in a way that truly reflects your coaching heart.

Why It’s For You:

Lead with Clarity

Know exactly how to guide the conversation — from first hello to natural invitation.

Coach, Don’t Convince

Use thoughtful cues and connection-first strategies that feel true to your values.

Turn Conversations Into Clients

Build trust on every call — whether they say yes today or come back later.

Prep Like a Pro

• Use the fill-in-the-blank Call Prep Sheet to show up calm, clear, and confident every time.