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Unlock 20 Proven Strategies for Coaches to Attract New Clients

One of the most pertinent challenges for coaching professionals is securing a consistent stream of new clients. 

From networking and referrals to content marketing and social media outreach, coaches can employ a myriad of techniques to attract potential clients. 

However, uncovering the ultimate strategy that consistently brings in qualified leads is a game-changer for a coaching practice’s growth and sustainability.

Below, 20 Forbes Coaches Council fellow members explore valuable insights to optimize their lead-generation efforts and excel in the competitive coaching landscape.

Skip down to #5 to read my contribution.


  1. Wield The Power Of Community

The most reliable and consistent way to land new clients is by wielding the power of a community. Building an audience of superfans will speed up your sales over time, requiring less effort from you in the marketing arena since your audience will share your content with others—simply because they love it so much. This creates exponential growth very easily and is a great way to build a waitlist! – Sonika Asif, Lush Empires

  1. Stand Out With Your Unique Coaching Focus

I have found many of my new clients when I speak about my work as a coach, author, consultant and trainer on respectful leadership at conferences and meetings. Find a way to stand out as having a unique coaching focus and then target your marketing efforts to those who have a need for your unique services. – Gregg Ward, MCEC BCC, The Center for Respectful Leadership

  1. Harness Your Energy To Build Connections

Building genuine connections and relationships with my audience. My energy is stronger than any algorithm. We cannot “control” others to purchase from us—nor should we try to, instead what we can control is how we show up. I believe everyone is a natural at something else. Find your unique way and rinse and repeat. Personally, it’s Zoom meetings and live events. Energy speaks louder than words. – Jasmin Manke, Jasmin Manke LLC

  1. Reach Out To Your ‘Circle’

By constantly networking and reaching out to my “circle,” I remind them of the value that I bring to people they may know exploring new career opportunities via franchise ownership. The best new clients are the ones that come via referral. – Eddie Rodriguez, The Franchise Tailor

  1. Find The Best Platform To Communicate Your Expertise

The most reliable way of landing new clients is by showcasing your expertise on a platform that is aligned with your most authentic communication style and how your perfect future client engages with content. This creates credibility and resonance. For many of my clients it’s platform speaking, for others, it’s publishing or live teaching demonstrations. It looks a little different for everyone. – Michela Quilici, MQ Consulting and Business Training, Inc.

  1. Earn Trust Equity With Your Clients

When I let it be known to my current clients that I am accepting new clients, the referrals I receive from my current clients have proven to exceed any other type of lead generation for me. I have learned that the trust equity you build with your clients makes for a safe environment to coach their friends and colleagues. – Brent McHugh, Christar International

  1. Habitually Build Connections

In order to create a consistent flow of new clients you must first develop the habit of doing income-producing activities every day. Get in front of people and have genuine, live conversations. By building those genuine connections and providing lots of value, you give people an opportunity to see what it would be like to work with you and you develop raving fans who send you referrals daily. – Cheryl Keates, PCC, Cheryl Keates

  1. Demonstrate Authentic Curiosity And Openness

I reach out to people in my network with authentic curiosity and openness to connect! External success starts with an internal journey to create clarity on what or how I want to be. At the same time, this is where many coaching colleagues struggle, the process of finding and defining your brand identity is ongoing. I have grown in clarity with every client that I work with! So go out and connect! – Katharina Schmidt, Inspiration & Discipline

  1. Embrace The Power Of Social Media

Achieve effective lead generation by organically expanding your social media networks and actively engaging in discussions within specialized groups. By sharing valuable insights and reaching out when your services can add value, you can generate not just leads, but warm leads. Cultivate meaningful connections and harness the power of social media to drive business growth. – Anthony Howard, HR Certified LLC

  1. Attend Local Networking Events

Years ago, I joined my local Chamber of Commerce and began attending weekly leads group meetings with about 12 professionals from various industries. The meetings’ purpose was to share what goods and services we each offered in order to generate leads. Not only did I get hired by some group members, but I also acquired clients by word of mouth after those engagements were successfully completed. – Zitty Nxumalo, Deftable, LLC

  1. Increase Your Visibility

Visibility is key! No one is going to know who you are unless you put yourself out there in some way, shape or form. I strongly suggest increasing your visibility by finding out where your target clients are on a particular social media platform. Start by commenting on posts, sharing articles that resonate with you and encouraging discussion. Transition to articles and newsletters. Stay consistent. – Joyel Crawford, Crawford Leadership Strategies, LLC

  1. Utilize LinkedIn

Given the clients that I coach are looking for their next jobs, I focus on acquiring leads through LinkedIn outreach via connecting, messaging and building rapport through posting. – Luke Feldmeier, Online Leadership Training – Career and Leadership Accelerator for Engineers

  1. Display Your ‘Expert Power’

Demonstrating your expert power (having expertise in a specific area and confidently sharing what you know) through speaking, interviews, blogs, articles and books. I feel this is the most effective method of generating leads because it allows potential clients to experience your knowledge and begin to identify and value your expertise. Confidently sharing your knowledge will generate interest. – Dr. Sharon H. Porter, Vision & Purpose LifeStyle Magazine and Media

  1. Nurture Your Existing Client Base

Take extra good care of the current clients you have. When they feel cared for, they become your best source for new business opportunities within and outside the company. Clients talk to their vendors, other community and industry leaders and the board of directors. Ensure they only say the best things about you, your partnership and the support you provide to achieve their goals. – Angela Cusack, Igniting Success

  1. Curate A Conversation; Not A Sales Pitch

A wise person once said, “The best way to sell something is to not sell.” To land new coaching clients, show up in an authentic way, bring credibility, self-awareness, altruism and challenge. Curate a conversation they would want to have again. Try and create a little moment of clarity, however small. Then the case for coaching is obvious. And if it’s not obvious then it’s not right. – Gary Crotaz, Gary Crotaz Ltd

  1. Create A Client Assessment

I ask new potential clients to take an assessment that we designed about personality patterns. Unlike other assessments, I wanted this one to explain the root cause of ego fears and why we do what we do. When I have new clients take this, they come to the interview and all coaching sessions intrigued to learn more about themselves. When a client feels “seen” and “understood” they become open to change. – Pam Boney, Tilt 365

  1. Participate In Speaking Engagements

The best way to create warm leads for your business is through speaking. This practice is extremely effective for those comfortable with engaging event participants. Fifty-three percent of new leads in my business are generated by speaking engagements using a specific approach that connects to ideal clients. As a side bonus, many of these also become your best referrers of new business—compounding the effect. – Erin Urban, UPPSolutions, LLC

  1. Remain In Touch With Former Clients

Word of mouth has been, by far, my most reliable way of landing new clients. So stay connected to former clients, in sincere ways. Send articles or podcasts that might be of interest to them. Continue to be of service to them and they’ll remember the value they received from working with you, and be more likely to refer someone to you. – Dr. Joel M. Rothaizer, MCC, ABPP, Clear Impact Consulting Group

  1. Craft A Specific Niche

It’s always easier when you have a focus. Pick a specific niche and speak directly to them in their language, interests and style. Find their niche professional association to build your authority through speaking, networking, relationship-building, article writing and possibly advertising. Participate in social media groups where they seek support. Tap your raving fans in this niche to pave your way. – Laura DeCarlo, Career Directors International

  1. Build Your Reputation

Build your reputation as someone who delivers results for clients and at the same time is a great person to work with. Your reputation precedes you, follows you and acts as a multiplier. If you work towards building your reputation, building and nurturing relationships and generating visibility for the great work you do people will seek you out when looking for a coach. – Michele Cohen, Lead to Growth Coaching 

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About Michela Quilici

International Business Growth Coach, Award-winning Marketing Strategist, Best-Selling Author, Speaker and Forbes Coaches Council. Known as a Business Navigator, Michela works with growth-minded business owners, service professionals and CEOs who want to ignite their businesses and accelerate growth, while building a business aligned to who they are.

She is passionate about creating roadmaps that ignite leaders to take inspired action to navigate their growth on purpose using strategy, systems and self-leadership, so they can get noticed, get clients and get profitable.