The Coaching Edge: A Business Building Podcast

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

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  

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

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.

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    

At some point, almost every coach wonders: “Should I be creating a group program?” It sounds scalable. It sounds leveraged. It sounds like the “next level.” But group coaching is not a shortcut. And it’s not automatically the right move. In this episode, I break down: The three signs you’re actually ready to create a group coaching offer Why 1:1 experience matters more than you think How burnout in 1:1 can (and can’t) justify a group pivot The different types of group programs you can create Why your first group offer should be simpler than you think If you’ve been coaching for a while and are feeling the pull toward something more scalable — this episode will help you make that decision strategically instead of reactively. Episode Links + Resources:   👉 Learn more about the BBB (Business Building Bootcamp for Coaches) and JOIN us at the next Open House:  www.wendymccallum.com/bbb 👉 Learn more about +/or register for the 8-week Self-Guided CCC (Coaching Course Creator): https://www.wendymccallum.com/ccc 👉 Work with me privately. 1:1 Business Coaching Inquiries - apply here. 

Overdelivering in your coaching practice can feel generous. Responsible. Even strategic. You answer messages quickly. You send detailed follow-up notes. You offer, “Just text me anytime.” You throw in extra resources, worksheets, bonuses. And yet… you’re exhausted. In this episode, I’m talking about the subtle but important difference between being deeply supportive as a coach and over-giving in a way that leads to coaching burnout, resentment, and client dependence. I see this all the time — especially with newer coaches who are still building confidence in their pricing and in the value of their coaching sessions. Overgiving often sneaks in under the banner of “good coaching.” But here’s the truth: Overdelivering is usually a confidence issue — not a value issue. Adding unlimited access, constant follow-up emails, late-night responses, or elaborate session summaries does not increase the value of your coaching. The value is created inside the coaching session itself. In this episode, I walk you through: Why coaches overdeliver (and how insecurity around charging what you’re worth plays into it) How over-supporting clients leads to coach burnout — even if you only have a few clients Why unlimited access can actually undermine your client’s growth The simple structure I use in every session to confidently anchor value Why I don’t send post-session summaries (and why nothing is “missing”) How I define clear boundaries around between-session support What healthy, empowering support really looks like long-term I also talk about the business side of this — how failing to define boundaries early makes your practice unsustainable as you grow, and how over-giving erodes your effective hourly rate without you even realizing it. If you want a coaching practice that feels spacious, sustainable, and aligned — without becoming cold, rigid, or transactional — this episode will help you recalibrate. You don’t get bonus points for exhaustion. And your clients don’t benefit from you being depleted. Episode Resources: 👉  Get all the details and register for the next Confident Coaching Skills Intensive (CCSI): https://www.wendymccallum.com/ccsi  1:1 Coaching Pricing Masterclass – Answers the common new coach question: What should I charge for my coaching? Grab it here: https://www.wendymccallum.com/pricing ✅ 10 Ways to Get Clients Now (Without an Email List or Social Media Following (FREE MASTERCLASS):  https://www.wendymccallum.com/how-to-get-coaching-clients 👉 Learn more about the BBB (Business Building Bootcamp for Coaches) and JOIN us at the next Open House:  www.wendymccallum.com/bbb

If marketing feels heavy, awkward, manipulative, or exhausting… it’s probably not because you’re bad at marketing. It’s probably because you’re trying to follow a strategy that doesn’t match your values. In this episode, I’m pulling back the curtain and sharing what values-based marketing actually looks like inside my own coaching business. I’m walking you through 10 things I don’t do — and why. This isn’t about being moral or superior. It’s about being congruent. Because when your marketing aligns with your personal and professional values, everything gets simpler. Decisions get cleaner. Boundaries get easier. And you stop resenting your own strategy. I share: Why I don’t coach in niches I haven’t personally lived Why I waited a full year post-separation before supporting women through divorce Why I don’t manufacture urgency or use pressure-based launch tactics Why I don’t overprice just because I can Why I ditched ManyChat (even though it worked) Why I don’t automate intimacy in my DMs Why I don’t chase every platform — and how I decide where to show up How I help clients leave platforms that feel ethically misaligned Why I don’t promise unrealistic timelines Why I intentionally keep my rooms small Why I refuse to shame people into change We also talk about something I see all the time with coaches right now: Feeling like you have to be on Instagram. Feeling trapped by the algorithm. Feeling uncomfortable with platform ownership and ethics. Feeling like marketing has become performative. You don’t owe any platform your presence. You don’t have to build your business the way someone else did. You get to choose based on what matters to you. In this episode, I’ll walk you through a simple 5-step Values Audit you can use to evaluate your own marketing and make one aligned shift this month. Because the goal isn’t to build the biggest coaching business. It’s to build one you respect. Episode Resources: 👉  Get all the details and register for the next Confident Coaching Skills Intensive (CCSI): https://www.wendymccallum.com/ccsi ✅ 10 Ways to Get Clients Now (Without an Email List or Social Media Following (FREE MASTERCLASS):  https://www.wendymccallum.com/how-to-get-coaching-clients 👉 Learn more about the BBB (Business Building Bootcamp for Coaches) and JOIN us at the next Open House:  www.wendymccallum.com/bbb  

Have you ever had a coaching client who’s engaged, reflective, and genuinely trying — but you keep coming back to the same issue session after session? In this episode, I’m talking about what’s really going on when coaching feels stuck even though your client is doing the work. This is a common experience for coaches, and it’s not a sign that you’re failing — it’s usually a signal that something important hasn’t been addressed yet. I walk you through: What I specifically listen for when sessions start going in circles Two of the most common reasons progress stalls with motivated clients How I name patterns (and the "elephant in the room") without judgment or pressure Why this is one of the most challenging — and important — coaching skills to develop If you’ve ever left a session thinking, “We talked a lot, but nothing really shifted,” this episode will help you understand why — and what to do next time. RESOURCES AND LINKS 👉  Get all the details and register for the next Confident Coaching Skills Intensive: https://www.wendymccallum.com/ccsi👉 Learn more about the BBB (Business Building Bootcamp for Coaches) and JOIN us at the next Open House:  www.wendymccallum.com/bbb 👉  Grab LOADS MORE FREE RESOURCES FOR COACHES: https://www.wendymccallum.com/mini-offers-and-free-business-resources

If there’s one thing I’ve learned after more than 15 years of running a coaching business, it’s this: being yourself is not a nice-to-have. It’s the strategy. And yet… even now, I still catch myself getting pulled toward polishing amd perfecting. I look around at what other people are doing. I see beautifully produced content, perfectly worded posts, slick frameworks. And my very human brain thinks, “Maybe I should be doing it like that.” That pull never really goes away. It’s part shiny object syndrome, part comparison, part wanting to get it “right.” This episode is my reminder — and hopefully yours — that Real Talk has always been part of my brand, and that every time I drift away from it, I feel less aligned, less grounded, and honestly… less effective. This podcast itself is a perfect example. If you’re here listening, it’s not because everything I say is perfectly packaged. It’s because the way I speak, teach, and show up works for you. It feels familiar. It feels honest. It feels kind, direct, practical — with a pinch of humour and a whole lot of real life. That’s not accidental. That’s Real Talk. And the truth is, that’s what builds trust right now — especially in a world flooded with AI-generated content, hyper-polished short-form videos, and marketing that feels increasingly performative. In this episode, I talk about why being yourself matters more than ever — not less — in the age of AI and the current trust recession. People aren’t looking for the “best” coach on paper. They’re looking for someone they can feel. Someone they trust. Someone who sounds human. I also share how being yourself doesn’t just attract the right clients — it repels the wrong ones, and why that’s actually a gift. When you show up honestly, you get to your best-fit clients faster, with less convincing and a whole lot more ease. We’ll explore what “being yourself” actually looks like in practice — and what it’s not. (Spoiler: it’s not oversharing, chaos, or refusing structure.) And I walk you through how to infuse your unique special sauce into: Your outward-facing marketing The programs and offers you create The way you show up with clients one-on-one I also share a very current, real-life example from my own business: my complicated relationship with social media — and why I’m experimenting with a completely different way of showing up this year. Instead of forcing myself back into Instagram in a way that feels heavy or inauthentic, I’m playing with something much simpler: short, unscripted “Real Talk” moments. No agenda. No selling. No perfect lighting. Sometimes literally just me making my morning coffee and sharing a thought, an observation, or something that might be helpful. Not for everyone. But very much for my people. And that’s the point. As you listen, I invite you to ask yourself: What does Real Talk look like for me? And where could I bring more of that into my business — without trying to turn it into something it’s not? Because you don’t need to be louder, shinier, or more polished. You just need to be recognizable. And for the right people, that’s more than enough. LINKS + RESOURCES: 👉 Learn more about the BBB (Business Building Bootcamp for Coaches) and JOIN us at the next Open House:  www.wendymccallum.com/bbb 👉  Grab LOADS MORE FREE RESOURCES FOR COACHES: https://www.wendymccallum.com/mini-offers-and-free-business-resources  👉90+ Powerful Coaching Questions Cheat Sheet (FREE): https://www.wendymccallum.com/powerfulquestions 👉Before You Launch Your Coaching Business Checklist (FREE): https://www.wendymccallum.com/launch-fundamentals-checklist 💡 Book a 90-minute 1:1 Compass Clarity Business Audit with me: https://www.wendymccallum.com/clarity-compass-business-audit  ✅ 10 Ways to Get Clients Now (Without an Email List or Social Media Following (FREE MASTERCLASS):  https://www.wendymccallum.com/how-to-get-coaching-clients  

This week, I’m helping you rethink goal-setting for 2026 by introducing a different kind of goal — one that makes your business more flexible, sustainable, and profitable. Most coaches set behaviour-based goals: • post 3x/week • hit $10K/month • grow the list by 1,000 • convert 60% of discovery calls But here’s the truth: behaviour-based goals require perfection… and perfection is not a thing any of us are capable of maintaining. Instead, I want to teach you how to set feeling-based goals — goals that clarify how you want to feel in your business: confident, grounded, spacious, consistent, organized, aligned. These goals aren’t fluffy. They’re strategic. They are what actually move the needle in your business. When you feel more confident, you have more sales conversations. When you feel more grounded, your messaging becomes clearer. When you feel more organized, your systems improve — creating more capacity. When you feel more aligned, you show up consistently — which leads to more clients and more revenue. Feeling-based goals fuel the behaviours that drive results. In this episode, you’ll learn: The difference between behaviour-based and feeling-based goals Why traditional goal-setting fails most coaches How I use feeling-based goals to run my own business 10 concrete examples of business goals reframed for 2026 Why feeling-based goals still lead to MORE clients, MORE revenue, and BETTER content How to set your own 2026 goals using my simple reflection system If you want 2026 to feel different — calmer, more confident, more grounded — this episode will give you the framework to build a business that actually supports that. Mentioned in this episode:✨ The Virtual Business Retreat (episode 68) + your free downloadable Workbook. If you missed it in the December rush, download the free Business Compass Audit & Goal-Setting Workbook HERE (It’s a fantastic companion to this episode.) 👉 Learn more about the BBB (Business Building Bootcamp for Coaches) and JOIN us at the next Open House on January 22, 2026 at noon ET:  www.wendymccallum.com/bbb 👉  Grab LOADS MORE FREE RESOURCES FOR COACHES: https://www.wendymccallum.com/mini-offers-and-free-business-resources

As we head into 2026, I want to talk about something that I believe is going to matter more than almost anything else in your coaching business this year: your ability to stay flexible and responsive. Not reactive. Not panicked. Responsive. In this episode, I’m unpacking why rigid business models are becoming harder to sustain — and why treating your business as an ongoing experiment is one of the smartest moves you can make right now. I talk a lot about what I call the beta mindset: the idea that your offers, pricing, content, and even your business model are all drafts. They’re meant to be tested, reviewed, adjusted, and improved based on real-time feedback — not locked in forever. I also share a real example from my own business. For the past couple of years, the Business Building Bootcamp (BBB) has been offered as a one-year program. That structure made sense for a long time. Building a coaching business takes time, and meaningful support doesn’t happen overnight. But I’ve been paying attention — to the market, to my clients, and to myself. We’re in a buyer’s market. Trust is harder to earn. And long-term commitments feel riskier for a lot of people right now. I’ve noticed that shift in my own spending decisions too. So instead of digging in my heels and insisting on a structure that no longer fit, I decided to respond. In this episode, I walk you through why I chose to restructure BBB to a six-month entry point (at a lower price), with the option to continue once trust and value are established — and how that change reflects exactly the kind of flexibility I’m encouraging you to build into your own business. (New BBB details and pricing HERE: www.wendymccallum.com/bbb) I also talk about: Why flexibility is no longer optional for small businesses — especially coaching businesses How the beta mindset protects you from perfectionism, burnout, and unnecessary pressure The signs your business is quietly asking you to change something Why changing your mind isn’t flaky or unprofessional — it’s good business stewardship How being responsive actually helps you stay profitable and relevant over the long term Practical ways to build adaptability into your offers, pricing, and planning in 2026 Before you listen, a quick reminder: In the previous episode 68, I hosted a virtual year-end business retreat and shared my Business Compass framework for auditing your business and setting aligned goals. That episode comes with a free downloadable audit and goal-setting workbook — and if December got away from you, you can absolutely still grab it. 👉 Download the free Business Compass Audit & Goal-Setting Workbook HERE  I recommend pairing these two episodes together: use the retreat and workbook to reflect on where you’ve been, then listen to this episode to think about how you want to build a business that can flex, evolve, and support you in 2026 and beyond. If there’s one thing I hope you take away from this conversation, it’s this: You’re allowed to listen. You’re allowed to learn. And you’re absolutely allowed to change your mind. That’s not a weakness. It’s how sustainable businesses are built. 👉  Grab LOADS MORE FREE RESOURCES FOR COACHES: https://www.wendymccallum.com/mini-offers-and-free-business-resources  👉 Learn more about the BBB (Business Building Bootcamp for Coaches) and JOIN us at the next Open House on January 22nd at noon ET:  www.wendymccallum.com/bbb

I’m closing out 2025 with a candid reflection on the biggest lessons I’ve learned this year — about staying adaptable, protecting my freedom, and doubling down on what really matters in my coaching business. From navigating the “trust recession” and experimenting with new offers, to taking almost two full months off this summer (without losing revenue), this episode is packed with the real-life insights that helped me keep my coaching business grounded and growing. Here’s what I’m sharing: Why market shifts aren’t a reason to panic — they’re an invitation to get curious How going back to my beta mindset helped me test, tweak, and learn through uncertainty Why it’s not just okay to change your mind — it’s essential if you want a business that lasts What it actually took to step away for two months this summer while keeping revenue steady The single biggest constant in business: your funnel — and why it’s the thing to protect when everything else feels uncertain If you’ve been craving a grounded, encouraging take on how to move into 2026 with confidence, clarity, and calm — this one’s for you. Resources: 👉  Grab LOADS of FREE RESOURCES FOR COACHES, including my Launch Checklist, Sales/Discovery Call Template that Converts, How to Get Clients Now (Without a Big Social Media Following or Email List) Masterclass here: https://www.wendymccallum.com/mini-offers-and-free-business-resources 👉 Learn more about the BBB (Business Building Bootcamp for Coaches) and JOIN us at the next Open House:  www.wendymccallum.com/bbb 💡 Want to meet up? Book a 90-minute 1:1 Compass Clarity Business Audit with me and get my eyes on your coaching business: https://www.wendymccallum.com/clarity-compass-business-audit