The Pitch That Makes Everyone Uncomfortable
You’re on a discovery call. The prospect clearly needs what you offer. You know your coaching could transform their business or life. So when they ask, “Tell me about your program,” you launch into the details.
“I have a 12-week coaching program with weekly one-on-one calls, lifetime access to my online portal, monthly group sessions, and a proprietary framework I’ve developed over 10 years. We cover mindset, strategy, implementation, and accountability.”
Their energy shifts. You can feel it. They say, “Okay, let me think about it and get back to you.”
And you’re left wondering what went wrong.
Here’s the problem: You’re not a salesperson. You’re a coach or consultant who happens to need clients. And the traditional “tell them what you offer” approach feels wrong because it IS wrong, at least for people like you.
In this conversation with Jason Barnaby, fractional sales leader and storytelling expert, we unpack why stories create clients while feature lists create crickets. Watch the full segment at 1898creative.com.
What People Actually Remember
Jason starts with a truth that should change how every coach approaches sales:
“People don’t remember the words that you say, but they remember how you made them feel.”
Think about the last time someone tried to sell you coaching or consulting. Can you remember their exact pitch? Probably not. But you definitely remember how it made you feel, either excited and understood, or pressured and skeptical.
This is why storytelling works and feature-dumping doesn’t. When you tell a story, people see themselves in the narrative. They feel the pain point. They experience the transformation. They become emotionally invested in the outcome.
Why Hollywood Makes Billions Using the Same Framework
Jason points out that Hollywood has been proving this for decades. Every movie follows the same basic story structure:
Hero with a problem (relatable struggle) Meets a guide (someone who’s been there) Gets a solution (sometimes after trying it their way first) Achieves transformation (the guide steps back, hero takes credit)
Sound familiar? It’s the exact framework that works for coaches and consultants. Your client is the hero. You’re the guide. Their struggle is the problem. Your coaching is the solution.
But here’s the key: the transformation happens WITH them, not TO them.
The Fatal Flaw in How Most Coaches Sell
Most coaches default to what Jason calls “Superman syndrome.” You tear open your shirt to reveal the big S on your chest and announce, “I’m here to save the day!”
The problem? Nobody wants to be saved. They want to be included in their own transformation.
Jason explains it perfectly: “When you come in like Superman, it happens to them, the client. It doesn’t happen with them. We want to be included. We want to be a part of that solution. We want to be excited about where we’ve gotten, and we want to feel like we had a hand in that.”
The Feature List Trap
Here’s where most coaches lose their prospects: they lead with features.
“I have a 12-week program with weekly calls, lifetime access to the portal, monthly group sessions, and a proprietary framework with 15 modules.”
Jason’s response? “Does the client even need 12 of the 15?”
He’s right. The problem isn’t that your offer lacks features. It’s that you’re leading with what impresses you instead of what matters to them. And honestly, you’re usually more excited about the 14 things and 15 features than your prospect will ever be.
The Magic Wand Question That Changes Everything
Instead of launching into your program details, Jason recommends starting with one powerful question:
“If I had a magic wand that I could wave today, what three problems would you want to solve that would make tomorrow easier?”
Then, and this is critical, shut your mouth and listen.
This single question does three things:
- Reveals the real pain points, not the surface-level ones
- Uncovers emotional stakes beyond the practical problem
- Shows you whether you’re even the right fit
The Three Levels of Problems
Jason breaks down why this question is so powerful. Most coaches stop at the practical problem:
Practical Problem: “The house is on fire, we need a hose.” Emotional Problem: “I’m going to lose all my kids’ art drawings.” Existential Problem: “How are we going to replace all that stuff? What do we do? What’s next?”
When you only address the practical problem, you’re competing on features and price. When you address all three levels, you’re solving what actually keeps them up at night.
For coaches, this might sound like:
Practical Problem: “I need more clients.” Emotional Problem: “I’m scared my business is going to fail.” Existential Problem: “If this doesn’t work, what does that say about me?”
When you uncover all three levels, you understand what they really need from coaching.
How to Tell Stories That Sell (Without Being Salesy)
So how do you actually use storytelling in your sales conversations? Jason offers a clear framework:
Step 1: Replace Statistics with Stories
Instead of: “I’ve helped over 100 coaches grow their businesses by an average of 40% in the first year.”
Try this: “Let me tell you about a client I worked with last year. She was a health coach who was working 60-hour weeks, constantly saying yes to projects that drained her, and her family was starting to resent her business. Sound familiar at all? Here’s what happened when we started working together…”
See the difference? The first version is impressive but cold. The second version is relatable and human.
Step 2: Help Them See Themselves in the Story
As you tell the story, connect it back to them: “Does that sound familiar?” “Is that the same kind of struggle you’re facing?” “Could you see yourself in that situation?”
When they say yes, you’ve created resonance. Now they’re not just hearing about a solution, they’re imagining themselves experiencing it.
Step 3: Invite Them Into the Solution
Don’t say: “Here’s what my program will do for you.”
Instead say: “Here’s what we did together. Do you think that’s something we could partner on?”
Notice the shift? You’re not the hero swooping in. You’re the guide inviting them to be part of their own transformation.
The Counterintuitive Move That Wins Clients for Life
Here’s where Jason drops the most counterintuitive (and powerful) sales advice:
Sometimes the best sale is the one you don’t make.
After asking great questions and truly listening, you might realize your coaching isn’t the right fit for this person right now. And when that happens, tell them.
Jason’s exact approach: “You know what, after we’ve had these conversations, I don’t really think that we’re a good fit. But I think you’re a really good fit for this person I know. And I’m going to connect you to them. Because I really think that what they offer is going to be the best solution for you. And by the way, it’s about half the price of what I charge.”
What happens next? You’ve just won a client for life.
They’ll remember that forever. Because we’ve all been sold things we don’t need. But when’s the last time somebody said, “No, I don’t think you need what I’m selling”?
That moment of integrity creates referrals, testimonials, and clients who come back later when they DO need you.
The Secret Ingredient: Genuine Curiosity
At the heart of all of this is one underutilized skill that Jason believes separates struggling coaches from thriving ones: genuine curiosity.
“If you are truly genuinely curious, you have the best interests of the person that you’re talking to in mind the entire time. And that’s what’s driving the questions. The questions aren’t driving to your particular solution.”
When you’re genuinely curious, you’re asking: Are we a fit? Is this going to work? Would they be better off somewhere else? Why are they really saying this? What do they actually need right now?
These aren’t script questions. They’re exploration questions. And they lead to better outcomes for everyone.
How This Shows Up in Your Content
Here’s where this connects to the content you’re creating as a coach or consultant.
Every piece of content you create, whether it’s a podcast episode, a YouTube video, a LinkedIn post, or an email, is an opportunity to tell stories and demonstrate genuine curiosity.
When you share client transformation stories in your content, you’re:
- Helping prospects see themselves in the narrative before they ever talk to you
- Building trust by showing you understand their struggle
- Making your eventual sales conversations easier because they already know you get it
When you create content that asks great questions and explores real problems, you’re demonstrating the same curiosity you’ll bring to a coaching relationship.
Your content IS coaching people before they become clients. And the more you can bring storytelling and genuine curiosity into that content, the more natural your sales conversations become.
How to Apply This Framework This Week
Ready to shift from feature-dumping to story-driven selling? Here’s your action plan:
- Write Down Your Client Stories
Think of 3-5 clients who’ve had transformations. For each one, note: What was their practical, emotional, and existential problem? What was the turning point in their journey? What specific result did they achieve?
- Craft Your “Magic Wand Question” Version
Adapt Jason’s question to your niche: Life coaches: “If you could wave a magic wand and change three things about your life right now, what would they be?” Business coaches: “If I could solve three problems in your business that would make next quarter easier, what would they be?” Health coaches: “If you could wake up tomorrow with three health changes already in place, what would you choose?”
- Practice Listening More Than Talking
On your next discovery call, set a timer. Aim for 60% listening, 40% talking. Notice what happens when you create space for them to share.
- Identify Who’s NOT a Fit
Make a list of red flags that signal someone isn’t right for your coaching. Give yourself permission to say no and refer them to someone better suited.
- Replace One Feature with One Story
Next time you’re tempted to list your program features, pause and tell a client story instead. Watch the energy in the conversation shift.
Common Mistakes to Avoid
Even with the best intentions, coaches make these storytelling mistakes:
Mistake 1: Making Yourself the Hero
Your client is the hero. You’re the guide. If your stories center on how amazing you are, you’ve missed the point.
Mistake 2: Telling Stories Without Connection Points
Don’t just tell a story and move on. Ask, “Does that resonate with you?” Give them space to see themselves in it.
Mistake 3: Leading with Features Before Diagnosis
You can’t prescribe before you diagnose. Ask the Magic Wand Question before you talk about your program.
Mistake 4: Ignoring Your Gut When Someone’s Not a Fit
If your intuition says they’re not right for you, trust it. Referring them out builds more trust than forcing a sale ever will.
Final Thoughts
Selling your coaching doesn’t have to feel sleazy, pushy, or inauthentic. When you lead with curiosity, tell stories that help people see themselves in the transformation, and have the courage to refer out bad fits, sales becomes an act of service.
As Jason puts it: “Let’s tell good stories. Let’s help people. Let’s diagnose problems and solve problems. That’s really what it is. And that is beautiful. And that’s not a sleazy way of selling at all.”
Your story is your best sales tool. Not your credentials. Not your 12-week framework. Your genuine curiosity, your client transformations, and your willingness to put their needs first.
That’s what creates clients for life. And that’s what makes content that actually grows your business.
Want to see this framework in action? Watch the full conversation with Jason Barnaby at 1898creative.com or connect with him on LinkedIn at jason@firestarterstribe.com.