Sell the Client's Job, Not Coaching
Reframe a coaching offer around the client progress it helps create.
The offer gets sharper when the buyer's struggle has a scene. A job is not a persona label like founder, manager, or high performer. It is the progress a person is trying to make when the current way is no longer good enough. Situation over category A category says career coaching. A situation says a new VP has inherited a team that misses deadlines, and she needs to reset expectations without sounding political. The second version carries urgency, stakes, language, and evidence you can test. Forces over features JTBD thinking looks for the push of the current pain, the pull…
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