The Intersection of Coaching and Sales: Unleashing the Power of ICF Core Competencies

During my ICF Coach training, I had a revelation: I couldn’t help but notice striking similarities between the effective use of the ICF Core Competencies and successful sales techniques. This wasn’t a fleeting thought; it was something I couldn’t keep to myself, much to my mentor coach’s amusement (and occasional frustration). The core competencies taught in coaching aren’t just helpful in guiding clients — they’re perfect for sales calls, too!

Core Competencies: The Common Thread

Before my coach training, I worked as a “high-ticket closer” and had taken hundreds of sales calls. In that role, I employed many of the techniques used by great coaches: active listening, trust building, and guiding clients toward their goals. The connection between ICF’s Core Competencies and sales became so apparent that I found myself repeatedly bringing it up during training. Whenever my mentor tried to move on, I would return to my point. These core competencies, I argued, are fundamental in any scenario involving understanding and supporting people, including sales. Eventually, I was invited to speak about these concepts at Converge 2023, ICF’s biannual global conference, and hundreds of coaches were introduced to the concept.

Establishing Agreements

Think about it: what’s the first thing an ICF-trained coach does at the beginning of every coaching call? They establish and maintain agreements. They confirm why the client is on the call and work together to figure out what the client wants to focus on. This process mirrors what happens in a sales call. The context may differ, but the principles are the same: understanding the client’s needs and setting up a productive conversation. This aligns with the Core Competencies of Establishing and Maintaining Agreements, which emphasizes the importance of clearly defining agreements about the coaching relationship, process, plans, and goals.

When coaches realize that establishing and maintaining agreements is just the beginning, it’s like a lightbulb moment. Seeing their faces light up is incredibly rewarding, and I’m so proud of this work. Coaching changed my life profoundly about five years ago, and since then, I’ve been passionate about sharing its transformative power with everyone — my neighbors, family, friends, and colleagues. I want everyone to experience the life-changing magic of coaching. And when great coaches learn how to articulate the benefits of coaching and effectively sell their services, our entire society benefits.

Active Listening and Cultivating Trust: A Coach’s Superpower

The idea that coaching skills can boost sales is a game-changer. Coaches, often nervous about selling, start seeing sales differently. They realize their coaching superpowers — like active listening, empathy, and trust-building — make them exceptional at sales. It’s a win-win: coaches become better at sales, and clients enjoy an ethical, client-centered experience. This highlights the ICF Core Competency of Listening Actively.

Coach training programs often shy away from teaching sales, unsure how to blend it with coaching principles. They worry about whether it will resonate, what to teach, and how to teach it. But an aligned sales call, rooted in core competencies, ethics, and core values, is universally effective. It leads to successful outcomes and leaves clients with a positive impression.

Evoking Awareness: Creating a Memorable Sales Experience

Take “Evoke Awareness.” In coaching, we help the client discover new perspectives and understanding by asking powerful questions, allowing quiet moments for reflection, and using analogies and metaphors to illustrate ideas. We gently challenge the client not for our own gain but for their growth. The Evoke Awareness Core Competency considers the client experience and what is useful to them. A great sales call should achieve this goal, too! When you release the outcome and help the client make the best choice for them regarding how they move forward (with or without your coaching), it feels amazing and is a win-win every single time.

By weaving these core competencies into their sales process, coaches can create a seamless, effective sales experience. This approach makes the sales process more enjoyable for both the coach and the client, leading to better outcomes. Clients feel respected and valued, and coaches feel more confident and authentic.

Transforming the Sales Approach

But wait, I haven’t shared the best part. When you integrate the ICF Core Competencies into your sales call, you demonstrate what a client can expect during a coaching call and set them up for success. Prospective clients understand that you have fierce boundaries and that coaching isn’t just a “nice chat.” They understand they need to show up ready to dive in and do the work and that powerful transformation can happen when they do. 

In conclusion, the intersection of coaching and sales is a sweet spot where core competencies can shine. By embracing this connection, coaches can transform their sales approach, making it more ethical, client-centered, and effective. This alignment leads to successful sales and highlights the transformative power of coaching, benefiting everyone involved.