Selling is not marketing, selling is coaching

 by Linda Dessau and Mattison Grey, IAC-CC

Have you ever gone into an electronics store to buy a TV or computer but left too confused to take any action? Unfortunately, some of our marketing efforts leave potential clients feeling exactly the same way.

When Mattison and I were preparing for our interview, she said, "I love to talk about selling, but coaches don't ever want to hear about that. They just keep marketing and pray that it works."

But I was confident that many of our VOICE readers would be ready for this conversation. So ready or not, like it or not, that is what we discussed.

Please follow the links below to listen now or download the file to your computer or portable music player to enjoy later:

Link to listen:

Link to download:

When you're done, please come back to the blog, comment on what you’ve heard and read, and tell us what you would like us to discuss or write about next!


Linda Dessau, CPCC, helps coaches and other small business owners write masterful content for their newsletters and blogs. Please visit for writing tips and content marketing resources.




Mattison Grey, IAC-CC, is a business consultant, executive and leadership coach, sales trainer, relationship skills expert, and speaker. Since 1997 she has trained and coached police officers, entrepreneurs, athletes, artists, high-level executives, and functional managers in a variety of organizations and settings.

3 thoughts on “Selling is not marketing, selling is coaching”

  1. Diane
    Thank you for your comment. I really enjoyed talking with Linda, she does have a way of bringing out the best in her interviewees. I am also really happy that you found the ideas I shared valuable. Most people, including coaches, freak out about selling. I am certain that it doesn’t have to be that way and really enjoy helping others see that for themselves.

  2. Hi Diane, thank you for spending that 20 minutes with us, and for taking even more time to send these comments. Doing this interview was a real pleasure for me – I am learning so much from my work with all of you masterful IAC coaches! Best wishes,

  3. Linda, your writing continues to inform and provoke and the title and lead-in to this audio drew me in. Thank you, Mattison, for sharing your expertise. Your suggestions of how to use the initial sales conversation or complimentary session to uncover uncertainty and to provide clarity without providing solutions was especially helpful. I appreciated your sharing how you weave in Mastery 9 during that critical first conversation. I appreciated how Linda enriched the conversation by asking a few good questions and then stepping aside to allow the wisdom to flow and then stepping back in at just the right time to reveal her own “ah ha moment” or to underscore an important point. Finally, in remaining true to the higher goals of coaching, I loved how Mattison’s interview revealed how her focus remains fixed on being of service to the client and not on closing the sale. This was certainly 20 minutes well-spent. Thank you.

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