06/22/2026
A client told me recently that she had some "feels" around working with a coach. That feeling made her stall longer than she should have in getting the help she needed.
But if I'm being totally honest, I have feels around hiring a coach too. Because there is a lot of gross stuff that goes on in this industry.
Earlier this year, I found myself genuinely disillusioned by it all. I actually stopped working with coaches for about a year. As you can imagine, that created some confusing identity stuff to sort through.
Here's the truth: coaches, and chiropractors, too, if we're being honest, have some of the worst sales practices out there. Which is wild to me, because these are the very people you are required to trust with the most intimate parts of your life and your business.
Trust is paramount when you work together. And yet the sales tactics so many of us were taught deteriorate that foundation immediately.
I see the psychological games everywhere in this industry. Embedded in landing pages, pitches from stage, webinars, and reels. And sadly, happening behind closed doors, too.
I hear about somebody's horrible sales process at least weekly. Big industry names. Peers. People you would never expect. Almost everyone I talk to has a negative sales experience from a coach to tell me about.
And a lot of what's emerging in the sales training space right now is just teaching people more sophisticated ways to use psychology and neuroscience to become better manipulators. More persuasive. More effective at getting their way.
It makes me sick, honestly. Because I hear so many stories of business owners who got swept up in the hype. Who made five-figure investments in programs that were fluff. They bought in excitement, or sometimes in fear, and the perceived proximity to a big name or a promised outcome had them wearing rose-colored glasses. On the other side of the paywall: disappointment.
All of those tactics work the same way. Get you dysregulated. Prey on predictable, emotionally driven behavior, fears, and core desires. And you don't even realize it's happening to you.
People are hungry for ethical sales processes. They just don't know it is possible.
When my students go through my training, they let out this big sigh of relief that sounds something like, "Wow, I never knew that selling could feel like this."
It's treated as groundbreaking. The idea that you can act in integrity, hold high moral standards, and still run a highly effective sales process with 70%+ conversion rates. Like those two things were never supposed to coexist.
So when you come into my world, we're looking at the same psychology and the same neuroscience. But instead of using it to get better at getting our way, we use it to create psychologically safe buying environments. Which turns out to be way better for client retention, because (shocker) you actually built a rock-solid foundation of trust.
Psychologically unsafe buying conditions do real damage. They erode self-trust, self-esteem, and sometimes someone's entire livelihood.
That is not an exaggeration.
I got my degree in Peace Studies. I spent four years studying what it actually means to be a peacemaker, not a perpetrator. And that's the lens I see this through. A psychologically safe sales approach is the peacemaker's way. It honors someone's autonomy. It respects their right to decide for themselves.
The other approach, the one built on dysregulation and manipulation, is a form of violence. I know that sounds dramatic. But the wound it leaves in the psyche is real, and it follows people into the rest of their life and their business long after the sale is "closed."
So we have choices to make. As business owners, and as buyers.
"A warrior's life is not about imagined perfection or victory. It is about love. Love is a warrior's sword. Wherever it cuts, it gives life, not death." — Dan Millman
Send me a DM if you're ready to be a part of the solution.
