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This post is part of my series $100K Trainings on The $100K HealerSubstack, click here to subscribe.​

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I did a training on Jan 28th- you can get the replay when you sign up. Own. Your. Results. Build conviction in your work so you can sell like someone who changes lives.

​Own. Your. Results. Save your spot​

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The first time a client signed up for $2100 coaching package, I almost refunded her immediately.

She submitted her first payment of $700 and instead of feeling excited, I had pit in my stomach.

I felt a wave of guilt, fear, and pressure.

My mind was spiraling.

What if I let her down?

What if she doesn’t get results?

Maybe I should just give the money back.

This wasn’t the first time I experienced this panic from signing a client. In fact, it was a pattern that happened almost every time someone paid me.

I’d sign a client → panic about my ability to deliver → sabotage myself from signing more clients.

Because how could I possibly take on more people when I was consumed with anxiety about serving the ones I already had?

And as you can tell, this wasn’t exactly a sustainable (or enjoyable business model)

My fear of disappointing clients.

not being good enough

the program not being “worth it”

was stunting my growth and my ability to serve.

Previously this pattern had been operating below my conscious awareness. Sabotaging in the background.

But this time instead of collapsing I made a decision.

I am completely unavailable for this pattern to continue.

I interrupted the spiral, and reminded myself:

I have a process that works.

It has worked time and time again to produce results for clients.

All I have to do is guide her through the process.

That day, I moved through a fear that used to derail me for months—in a matter of hours. And a few weeks later, I signed two more clients and had a $4K sales day.

Not because I magically got better at sales or marketing.

Because I had a process that consistently delivered results for clients which allowed me to build genuine conviction in the power of my work.

I was starting to build what I now call “cure for cancer” level conviction in my coaching process.

And it was this conviction that was the key to making my first $100k in coaching. Then making my next $100k, then the next, then the next.

If you are struggling with selling right now

Selling your work is one of the most vulnerable things you’ll ever do in business. I fully get it.

Every part of the sales process feels like it’s directly confronting your worth. Not just as a coach- as a human.

Every action you are supposed to take for sales and marketing goes directly against your good girl conditioning and servant’s heart.

Every time you talk about your work, you worry about bothering people.

Every time you invite someone to work with you, you face your fear of rejection.

Every time someone signs up to work you with, you’re terrified you aren’t good enough and your program isn’t worth it.

It honestly feels existentially threatening.

But when you are approaching sales and marketing from this place, it’s emotionally exhausting and wildly unsuccessful (I don’t have to tell you that).

For me, repeating affirmations and trying to hype myself up everyday was only marginally effective.

The only way I was able to break free from this painful approach to sales, was by building what I call “cure for cancer” level conviction in my work.

So let’s talk about what that is, and how I built it.

“Cure for cancer” level conviction

Imagine that you are holding a vial in your hand. And in that vial? Is the literal, no-BS cure for cancer. It’s been tested. It works. It’s legit. Like full stop- cure for cancer.

Now in this hypothetical scenario…

• Would you feel bad telling people about it?
• Would you hesitate to walk up to someone and say, “I can help you”?
• Would you feel guilty charging an amount of money that isn’t even close to what the cure for cancer is truly worth

Or would you shrink down and say… you know, I don’t want to bother people by curing their cancer.

Like actually think about it. Put yourself in this hypothetical scenario.

What would you do?

Because I know you… I know that it’s not even a question.

If you knew without a doubt you had something that could genuinely help people… it’s not even a question.

You would be shouting this cure from the rooftops.

You would make it your absolute mission to get this out there.

You wouldn’t worry about bothering people.

You wouldn’t overthink your Instagram captions.

You wouldn’t need to psych yourself up before a sales call.

You’d be like… get me a megaphone. Let’s go.

Because you’d know what you had could help. That’s what cure for cancer level conviction is.

It’s this deeply genuine confidence in the ability of your work to help your people.

And when you DON’T have this level of conviction in your work there are usually 2 main reasons why:

1.You’re not actually selling a result (you’re selling a method).

This usually presents as:

I know my stuff works… but do people want to pay for it? Is it worth $1000s? You know your process can deliver the outcome you are claiming, but you question whether that outcome is actually worth the price you are charging. Or worth much $$ at all.

2. You are technically selling a result, but your program isn’t designed to deliver the result you’re trying to sell.

When this is the case you feel like a fraud. You don’t feel in integrity with your content or sales page. And you might be giving yourself the ick a little bit.

When either of these are the case, it’s really difficult to access any level of consistent conviction.

Because either the price doesn’t feel aligned or the message doesn’t feel aligned, or both.

Let’s break these down a bit more.

Are you selling a result or a method??

Most coaches I’ve worked with think they are selling a result, when in fact they are selling a method.

So let’s understand the difference.

Method = The thing you teach (that gets people to the result)

Result = The thing your people are craving.

The best way I can describe it is: the result is the thing your people are jonesing for.

The thing they are talking about with their friends in casual conversations. Secretly journaling about. Feeling jealous that other people have. Putting on their vision board.

The result is what they are longing for.

When I was working in medicine I would half-jokingly tell people: I just want to be a travel blogger.

That’s a result.

What I wanted? To make money online.

When I was a career coach, my clients would say things like: I just wish I could win the lottery.

That’s a result.

What they wanted? To quit their job without having to worry about money. Or to map out a financially viable exit strategy.

This might sound obvious. But it’s actually really easy to confuse the two and inadvertently sell the method instead of the result.

Let’s say you are a burnout coach and you are marketing a program that helps clients “choose yourself” or “set boundaries”.

You are marketing the method, not the result.

Because if your clients are in burnout, they likely aren’t walking around saying:

”I just wish I could learn how to set boundaries”

or “if only I could choose myself”.

Yes- those may be things they know they need to do. They may be interested in learning those skills.

But what do they really want? What are they telling their friends? Their therapist?

I wish I could wake up with energy.

I want to do something fun after work instead of lying on the couch doomscrolling.

Those are the results they want.

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The Test: Are You Selling a Result or a Method?

Here’s a simple test to figure it out:

Ask yourself: Would your ideal client say this out loud to a friend?

Let’s try some examples.

Do you get the difference?

If the thing you’re “selling” is a phrase you’d only hear in a coaching certification manual and not over coffee at brunch?

You’re selling a method.

And that’s why your program doesn’t feel worth the cost of admission. People know the method is important on some level, but they don’t want to pay for it.

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What To Do Right Now

If you want to sell your coaching like it’s the cure for cancer (without feeling like a fraud), here’s where to start:

1. Clarify the real result.

Ask yourself: What are my people actually thinking and saying behind closed doors? What are they longing for? What do they wish they could fix?

That’s the result you need to speak to.

2. Design your offer to deliver it.

Look at your program. Is it structured around your favorite tools and teachings that worked for you… or is it designed to facilitate the result they are craving. You don’t need to change your process entirely, but you may need to tweak how your are delivering it, and how you are positioning it.

3. Sell it like you have the cure for cancer…

When you’ve got the first 2 pieces down, you can approach selling in a whole new way.

You’re no longer trying to convince people to pay you, or feeling guilty about your prices. The sales process is more about communication. Am I clearly communicating how I can help them? Am I directly inviting them to work with me.

And its from that place- selling genuinely feels like service.

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You don’t need to hype yourself up.

You don’t need to febreeze over your self-doubt with empty affirmations.

You don’t need to fake confidence to get clients.

You just need to build the kind of conviction that comes from creating real results—results that matter so deeply, you can’t not talk about them.

And when you do?

Selling won’t feel like selling anymore.

It’ll feel like sharing the cure.

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This post is part of my series $100K Trainings on The $100K HealerSubstack, click here to subscribe.​

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