{"podcast":{"title":"The Coaching Edge: A Business Building Podcast","slug":"the-coaching-edge-a-business-building-podcast-6603400","podcast_index_feed_id":6603400,"rss_url":"https://app.kajabi.com/podcasts/2147512635/feed","website_url":"https://www.wendymccallum.com/podcasts/the-coaching-edge-a-business-building-podcast","image_url":"https://kajabi-storefronts-production.kajabi-cdn.com/kajabi-storefronts-production/file-uploads/site/120418/podcasts/d836b12-572e-c800-44a2-07783881fd7_Podcast_Cover_3_3_.jpg","author":"Wendy McCallum","episode_count":96,"summary":"On The Coaching Edge: A Business Building Podcast, host Wendy McCallum provides coaches with bite-sized tips to help them build an aligned, profitable, and sustainable coaching business. Real coaches with real business challenges are featured and practical strategies and tools for success are shared. It's not about making a million dollars overnight. It's about creating a resonant and fulfilling coaching business that keeps you out of burnout and thrilled about going to work every day. Realistic and packed with actionable advice, this podcast is perfect for coaches serious about building the business of their dreams.","last_synced_at":"2026-07-06T08:17:25.094002+00:00","page_url":"https://stenobird.com/podcast/the-coaching-edge-a-business-building-podcast-6603400"},"episode":{"title":"Ep 87 Selling to Skeptical Buyers: How to Build Trust When Your Clients Have Been Burned Before","slug":"ep-87-selling-to-skeptical-buyers-how-to-build-trust-when-your-clients-have-been-burned-before","published_at":"2026-05-11T03:01:00+00:00","page_url":"https://stenobird.com/podcast/the-coaching-edge-a-business-building-podcast-6603400/ep-87-selling-to-skeptical-buyers-how-to-build-trust-when-your-clients-have-been-burned-before","show_page_url":"https://stenobird.com/podcast/the-coaching-edge-a-business-building-podcast-6603400","url":"https://www.wendymccallum.com/podcasts/the-coaching-edge-a-business-building-podcast/episodes/2149187433","audio_url":"https://app.kajabi.com/podcasts/medias/2149187433.mp3","summary":"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","meta_description":"Trust in the coaching industry isn't what it used to be. Your ideal clients — smart, professional, discerning — have likely encountered overpromising, hig…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1976,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/the-coaching-edge-a-business-building-podcast-6603400/episodes/ep-87-selling-to-skeptical-buyers-how-to-build-trust-when-your-clients-have-been-burned-before/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/the-coaching-edge-a-business-building-podcast-6603400/ep-87-selling-to-skeptical-buyers-how-to-build-trust-when-your-clients-have-been-burned-before.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}