A Guide To Marketing & Sales For Executive Function Coaches
What is marketing vs sales?
Marketing and sales are two essential yet distinct components of growing an executive function coaching business. Marketing is the process of building awareness and interest in your services. It can include creating and posting social media content, sharing testimonials, writing blog articles, and optimizing your website so that the right people can find you. The goal of marketing is to attract potential clients by showing them how your coaching can solve their problems.
Sales begins when someone expresses interest in working with you. This is where you have discovery calls, answer questions, and guide them through the decision-making process. As an executive function coach, sales is about helping people see whether your offer is the right fit for their needs and goals. You clearly explain the value you offer, and help them take the next step if they are ready.
Marketing gets you noticed by the right audience while sales turns that interest into committed coaching relationships. Understanding both will help you build a more stable and sustainable coaching business.
My top 5 lessons learned about marketing and sales as an executive function coach and business owner
1. My unique background is one of my greatest assets
Sharing my journey from special education teacher to executive function coach helped people connect with me. Credentials are helpful, but your story is what makes you relatable. Clients want someone who understands what they are going through and can truly help them. Letting your background show builds trust and draws in the right people.
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2. Lead magnets are key to building trust with potential clients
When someone downloads a resource that solves a specific problem, they immediately see my value. I’ve created simple guides and templates that speak directly to issues my clients face. These have grown my email list and provide value to the potential client. It’s a quiet but powerful way to start a trusting relationship.
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3. A marketing funnel is needed to land more sales calls
Most clients need time to understand what coaching is and why it’s valuable. Having a simple system like a lead magnet, email series, and regular check-ins lets me stay in touch without chasing anyone. By the time we talk, they already feel connected to my work. That makes the decision easier for them and more sustainable for me.
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4. Relationships drive referrals more than advertising does
Connecting with neuropsychologists, therapists, and education consultants has been one of the most reliable ways to grow. These professionals often need someone they trust to refer families to. A few intentional relationships have led to a consistent stream of clients.
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5. Coaching sessions are the best source for creating content
Sessions are packed with insights and challenges that resonate with others. I’ve been able to take these challenges to create blog posts and videos with content that I know coaches are struggling with. It’s made marketing a reflection of my actual work, not something separate from it.
More on marketing & sales as an executive function coach and business owner
You don’t need flashy ads or a huge following when it comes to marketing your business and making sales. It's more important to provide consistent, helpful content and a way to stay in touch with potential clients.
When someone reaches out, your job isn’t to convince them but to help them decide if coaching is the right fit.
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The articles below dive deeper into marketing and sales strategies and best practices.
Looking for more articles about marketing and sales? I have a full list at the bottom of this page.
Simple guide to navigating marketing & sales for your executive function coaching business
1. Start with your ideal client in mind
Before you market anything, get clear on who you want to help. Think about their struggles, goals, and what language they use when describing their challenges.
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2. Create a simple and clear website
Your website should explain who you are, who you help, how your coaching works, and how someone can contact you. It doesn’t need to be too fancy. Keep it focused, easy to navigate, and aligned with your message.
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3. Create one lead magnet that solves a real problem
Choose a specific issue your ideal client is facing and offer a short, actionable solution. This builds trust and gets people onto your email list so you can stay in touch.
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4. Use SEO to help people find you
Search engine optimization (SEO) helps your website and content show up when people search for topics like executive function coaching or support with ADHD. Use keywords your audience actually types into Google and include them in your pages.
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5. Build relationships with professionals in related fields
Reach out to therapists, neuropsychologists, or education consultants who work with your ideal clients. A quick introduction and a few follow-ups can lead to ongoing referrals.
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6. Share your story and values often
People are drawn to authenticity. When you share why you became a coach and what you care about, you attract clients who resonate with your approach.
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7. Have a clear coaching offer and pricing
Make sure people can easily understand what you offer, how it works, and how much it costs. Clarity reduces hesitation and makes your sales calls easier.
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8. Use social proof whenever possible
Collect testimonials, reviews, or quotes from happy clients. Sharing their success helps others feel more confident about reaching out to you.
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9. Keep your discovery call focused on fit
Your job on a sales call is to help someone figure out if your coaching is the right next step. Be honest, listen closely, and guide them toward a decision.
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10. Be consistent rather than perfect
You don’t need to master every platform or strategy. Showing up regularly with helpful content and thoughtful communication builds a business that grows over time.
Best marketing & sales resources and books for executive function coaches
Build Your Unique Value Proposition Worksheet by EFCA
This interactive worksheet guides you through the essential steps to identify and articulate what makes your coaching services unique.
Create Your Own Client Funnel Workbook by EFCA
This workbook explains the importance of a funnel and guides you in creating your own client funnel to help you attract, nurture, and convert potential clients.
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Outreach Tracker Template by EFCA
This tracker allows you to systematically record and manage your outreach activities to other professionals, ensuring no opportunity for collaboration or referral slips through the cracks.
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"Building A Story Brand" by Donald Miller
This book teaches you how to clarify your message using a seven-part storytelling framework so potential clients quickly understand what you offer and why it matters.​
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"Expert Secrets" by Russell Brunson
This book shows you how to position yourself as a trusted expert, build a loyal audience, and guide them toward your offers using storytelling and structured sales messaging.