If you’ve ever gotten off a discovery call and thought, “They said it was the price,” I want you to know—it’s almost never just the price.

As coaches, we often think our programs are getting turned down because people can’t afford them.

But after years of coaching entrepreneurs and reviewing hundreds of sales calls, I can tell you with confidence: when someone who’s a great fit for your program says no, it’s usually because of how the call was led.

In this post, I’m going to break down the most common mistakes I see coaches making in their sales conversations—and more importantly, the belief shifts you need to make if you want to close more high-ticket clients.

Because the truth is, sales isn’t about convincing or pressuring. It’s about leadership, clarity, and helping someone make a decision they already want to make.

And if you’re ready to go beyond surface-level tips, this is exactly what I teach inside my Nourished Business Accelerator (NBA) program.

In this one-of-a-kind 6-month mentorship experience, we transform the way you attract, enroll, and serve your dream health clients.

Inside NBA, you’ll also have access to a custom-built ChatGPT tool that reviews your sales call transcripts and gives you instant feedback, so you know exactly where to improve in real time.

But first, let’s talk about the five big mistakes that might be holding you back right now.

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Mistake #1: Leading With Logic Instead of Emotion

Most coaches start a sales call by rattling off deliverables:

• “You get 8 sessions.”

• “We’ll run two labs.”

• “You’ll have Voxer access.”

That’s all logic. But here’s the problem: people don’t buy coaching (especially high-ticket offers) because they want 8 sessions. They buy coaching because they want to feel different.

Logic is important later, but it’s not what drives decisions. Emotion does.

When you lead with features and deliverables, you put the prospect in a logical headspace. They start comparing you to other programs. They weigh cost vs. sessions.

They think about whether it’s “worth it” in terms of minutes, not outcomes.

Belief Shift: Stop thinking of sales as “explaining what you do.” Start thinking of sales as connecting to the transformation they want most.

How to Start Making This Shift:

• At the beginning of the call, ask, “What made you book this call today?” Then listen carefully for emotional cues in their response.

• Instead of moving straight into explaining your program, spend time reflecting their vision back to them: “What I’m hearing is you want to wake up with energy, feel confident in your body, and stop worrying about your health so you can focus on your career. Did I get that right?”

• Save the logistics (how many sessions, what’s included) until the end of the conversation, once the emotional connection is already established.

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Mistake #2: Accepting Surface-Level Goals at Face Value

When you ask a client what they want, they might say something like:

• “I want to lose 20 pounds.”

• “I want to balance my hormones.”

• “I want to get my business off the ground.”

If you stop there, you’ve only scratched the surface.

People rarely buy coaching just for the number on the scale or the words on a goal sheet. That goal means something bigger—it’s connected to identity, relationships, confidence, and opportunity.

Belief Shift: Your job isn’t just to hear the goal. Your job is to help them uncover what that goal really means for their life.

How to Start Making This Shift:

• Use a “dig deeper” framework. After they share a surface-level goal, ask:

  1. “Why is that important to you right now?”

  2. “If you achieved that, how would your daily life look different?”

  3. “If we could make that happen, what would that unlock for you long-term?”

• Mirror back their answers to confirm: “So it’s not just about weight—it’s about feeling confident enough to travel with your family without worrying about your body holding you back.”

• Write down the emotional why in your notes. That’s the story you’ll circle back to when it’s time to make the decision.

When you uncover the deeper why, clients are no longer just buying coaching sessions. They’re buying a future that feels better than their current reality.

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Mistake #3: Treating the “Spouse Objection” as the End of the Road

How many times have you heard this one?

“I just need to talk to my spouse.”

Now, respecting someone’s partnership is important.

But here’s what I’ve learned: that objection usually isn’t about the spouse. It’s about the prospect’s own uncertainty.

If they’re not fully convinced themselves, it’s easy to use the partner as a reason to delay or avoid the decision.

Belief Shift: The spouse doesn’t make the decision for them. Their conviction makes the decision.

How to Start Making This Shift:

• Ask a clarifying question: “If your spouse said, ‘I trust you—do what feels best,’ what would you want to do?”

• If they say “yes,” you know it’s just logistics. If they hesitate, it means they need more clarity for themselves.

• Instead of piling on more info, gently revisit their deeper why: “You shared that having energy to play with your kids without pain was really important to you. What’s holding you back from saying yes to that today?”

When you handle the spouse objection this way, you respect their relationship and help them step into their own conviction.

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Mistake #4: Ending Without a Clear Decision Path

Here’s a mistake I see all the time: a coach ends the call by saying, “Okay, just let me know!”

That might feel polite, but here’s what happens:

• The client leaves in limbo.

• Life gets busy.

• Their initial excitement fades.

• They ghost.

Not because they didn’t want the program, but because there wasn’t a clear path forward.

Belief Shift: Your role isn’t to “wait and hope.” Your role is to lead the decision process.

How to Start Making This Shift:

• Before you end the call, set a clear next step: “Let’s decide by Thursday so we can hold your spot.”

• If they want to think it over, book a 10-minute follow-up call before you hang up. This prevents ghosting and gives them a decision container.

• Frame it as support, not pressure: “I want you to feel clear and confident. Let’s reconnect tomorrow to finalize things.”

When clients know exactly when and how they’ll decide, they feel guided—not abandoned.

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Mistake #5: Thinking More Information Will Close the Sale

This is one of the most common traps.

When a coach senses hesitation, they start explaining more:

• More about the science.

• More about the program structure.

• More about the features.

But here’s the reality: information overload creates confusion. And confused people don’t buy.

Belief Shift: Sales isn’t about teaching. It’s about leading.

How to Start Making This Shift:

• Limit yourself to 2–3 key proof points about your method.

• When they ask about details, answer briefly and redirect back to their outcome: “Yes, we’ll do labs. But the most important thing is that by week 6, you’ll finally have answers about your fatigue and a clear plan forward.”

• Practice pausing for at least 5-10 seconds after you answer a question. Don’t fill every silence with more information. Sometimes, silence is what gives them space to make a decision.

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Why Most Coaches Stay Stuck Here

So why do so many smart, capable coaches keep making these mistakes?

Because we’re taught to think sales is about explaining. We believe if we just give enough info, the value will become obvious.

But sales isn’t about information, it’s about transformation.

It’s about helping someone see what’s possible, uncover what’s at stake, and step into a decision that aligns with the future they want most.

And here’s the challenge: you can’t always see your own blind spots.

When you’re in the middle of a sales call, you can’t tell when you slipped into logic, stayed too surface-level, or talked yourself into circles. That’s why support matters.

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How to Break Through and Start Closing High-Ticket Clients Consistently

If your sales calls aren’t converting the way you want, it’s not because your program is too expensive. It’s because of subtle mistakes in how you’re leading the conversation.

When you shift your beliefs—leading with emotion instead of logic, digging into the deeper why, guiding through objections, and creating clear decision paths—you’ll start closing more high-ticket clients with ease.

And if you want to master this skill with hands-on coaching and powerful tools that accelerate your growth, I’d love to invite you to apply for the Nourished Business Accelerator (NBA).

This is where we transform your entire approach to sales (and business), so you can stop spinning your wheels and finally grow the coaching practice you’ve been dreaming of.

No more wondering why someone said no. No more guessing what went wrong.

You’ll know exactly where to improve, and you’ll have the tools and coaching to make it happen.

Click here to apply for the Nourished Business Accelerator today.

Because once you learn how to confidently lead sales calls that convert, everything else in your business gets easier.

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