I’ve found that the way to a thriving coaching business isn’t about trying to get more clients, but about helping them flourish before they even hire me.
This is a simple but often overlooked idea I’ve shared in the AJC Coaching Career School.
I remember standing in front of the group and drawing a timeline—where someone is a prospect, where they’re a client, and where the agreement ends.
Most coaches pour their energy into that last stretch, hoping their clients will flourish by the end. But what if we flipped that? What if we made it our mission to help them flourish right at the start, even before they say yes to working with us?
It’s easy to get caught in the scarcity game: if I give too much away, they might not hire me. But my experience has been the opposite. Every time I’ve shown up with an open heart, sharing generously, I’ve found myself with more than enough clients, often from unexpected places. People I didn’t even know existed have come forward, saying: “I’ve heard so many good things about you,” or, “My coach recommended you.” And in those moments, I’m reminded that you cannot outgive the universe. Try it. I dare you.
What shifted for me was a simple but profound realisation: when I help people flourish before they hire me, I raise the profile of this profession. I become someone who leaves seeds of transformation, regardless of the outcome. Even those who never sign up carry a ripple of that impact into the world.
This isn’t a clever sales tactic. It’s a way of Being. It’s living in alignment with the truth that love and service are not conditional. It’s the foundation of a sustainable, joyful coaching business. One that creates great clients you are inspired to work with because they already know, through experience, what you stand for.
If you’re reading this and you want to grow your coaching business, here’s something to play with over the next two weeks:
Every time you meet someone who might be a potential client—whether in a formal conversation, an email, or even a casual chat—ask yourself:
How can I help this person flourish right now, even if they never pay me a penny?
- Maybe it’s giving them a small homework exercise to deepen their reflection.
- Maybe it’s sharing an insight or perspective that has helped you on your own journey.
- Maybe it’s gifting them a book or sharing a video you made specifically for them.
- Or simply giving them your uninterrupted time and coaching them without holding anything back.
Try this consistently for two weeks. Make it your practice. Notice how it feels in your heart and what shifts in your business.
When you show up this way, you’ll find that people don’t pay you to start coaching with you, they pay you to continue working with you, because their lives have already been transformed in some way.
And they come ready, willing, and excited to work with you.
For those who choose not to sign up? That’s a gift too. You’ve served them, and in doing so, you’ve served the world.
If you apply this, let me know and let the world know what you stand for now.
I’m deeply grateful to all the mentors and peers who have taught me this, especially Steve Chandler. It’s a lesson I continue to learn every day.
If you’d like to dive deeper, I shared this idea at AJC Coaching Career School in a video called “How To Have More Clients Than You Can Handle.” It’s one of the most powerful things I’ve ever taught, and I truly believe it can transform your coaching business if you take it to heart.
With love and appreciation,
Ankush Jain
Coach and Author of Sweet Sharing – Rediscovering the REAL You
P.S. This way of being is completely aligned with the Money Game we’re playing this week until Wednesday, when we meet for the AJC Open Community webinar. If you’re not registered yet, I’d love to have you join us. Let’s bring your wins and challenges to the table so we can grow together. The webinar is on June 11th at 19:30 UK. Register here,
