# Ep 80: Selling Coaching in a Trust Recession: Why Urgency Isn’t Working Anymore

Page: https://stenobird.com/podcast/the-coaching-edge-a-business-building-podcast-6603400/ep-80-selling-coaching-in-a-trust-recession-why-urgency-isn-t-working-anymore
Text version: https://stenobird.com/podcast/the-coaching-edge-a-business-building-podcast-6603400/ep-80-selling-coaching-in-a-trust-recession-why-urgency-isn-t-working-anymore.md
Podcast: [The Coaching Edge: A Business Building Podcast](https://stenobird.com/podcast/the-coaching-edge-a-business-building-podcast-6603400)
Published: 2026-03-23T03:02:00+00:00
Episode link: https://www.wendymccallum.com/podcasts/the-coaching-edge-a-business-building-podcast/episodes/2149171919
Audio file: https://app.kajabi.com/podcasts/medias/2149171919.mp3
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Duration seconds: 2271

## Resource

In this episode of The Coaching Edge , I’m sharing a real-time observation from my own business — and what it reveals about the current coaching market. For years, offering a limited-time bonus after my BBB open house worked. People enrolled within the deadline. Urgency moved decisions. But recently? That pattern has changed. People are still joining — but not because of urgency. They’re joining when they feel ready. In this episode, we explore: What the “trust recession” looks like inside a coaching business Why bonuses and deadlines aren’t driving decisions the way they used to The rise of longer sales cycles and readiness-based buying Why this shift is actually healthy for coaches and clients How to adjust your marketing approach without resorting to pressure tactics What I’m personally experimenting with in response If you’ve been wondering why your launch didn’t spike the way it used to — this conversation will help you zoom out, regulate your nervous system, and adapt strategically. Because this isn’t about panic. It’s about evolution. 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 .

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