THE ICFSFL BUSINESS GROWTH JOURNEY
From Unclear -> Positioned -> Trusted -> Chosen -> Growing
“We are supporting coaches in moving from uncertainty and inconsistent growth… to being clear, trusted, chosen, and building a sustainable coaching business.”
What we are building:
A full client acquisition system for coaches, in a shared learning environment. It covers:
Identity • Positioning • Branding • Pipeline • Messaging • Conversion • Objections • Networking
We created a structured pathway!
THE JOURNEY MAP
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PHASE 1—CLARITY & FOUNDATION
(April 14 — Sophia Session 1)
From Unclear -> Positioned
You Are Not Unclear, You Are Unpositioned
What shifts:
- From confusion -> clarity
- From overthinking -> grounded identity
What attendees gain:
- Clear professional identity
- Language to describe their work
- Confidence in how they show up
This is the inner foundation everything else depends on
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PHASE 2 —TRUST & VOICE IN THE MARKET
(May 5 — Ross Session 1)
From Positioned -> Trusted
Build Trust in a Trustless Age
What shifts:
- From “I coach” -> “I stand for something”
- From credentials -> point of view
What attendees gain:
- A compelling, defensible perspective
- A story that builds trust
- Authentic positioning (even with AI)
This is where clarity becomes belief
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PHASE 3 —DIFFERENTIATION
(May 19 — Ross Session 2)
From Trusted -> Memorable
Stand Out in a Sea of Coaches
What shifts:
- From “good coach” -> “unforgettable brand”
What attendees gain:
- Distinct identity
- Recognizable presence
- Differentiation in a crowded market
This is where trust becomes visibility
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PHASE 4—STRUCTURE & CONSISTENCY
(May 19 — Sophia Session 2)
From Memorable -> Consistent
Stop Chasing Clients, Build a Pipeline
What shifts:
- From hope -> structure
- From randomness -> intentional flow
What attendees gain:
- A working pipeline
- A repeatable system
- Relief from feast-or-famine cycles
This is where visibility becomes momentum
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PHASE 5 —VALUE & CONVERSION
(May 26 — Ross Session 3)
From Consistent -> Compelling
Communicate Value That Converts
What shifts:
- From talking about yourself -> speaking to transformation
What attendees gain:
- Client-centered messaging
- Clear articulation of value
- Stronger conversion conversations
This is where momentum becomes opportunity
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PHASE 6 —DECISION & CLOSING
(June 9 — Sophia Session 3)
From Compelling -> Chosen
Why Great Coaches Don’t Get Hired
What shifts:
- From “good conversation” -> “clear decision”
What attendees gain:
- Understanding of decision dynamics
- Ability to move conversations forward
- Awareness of where things break
This is where opportunity becomes commitment
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| PHASE 7 — OBJECTIONS & CONFIDENCE
(July 7 — Angelique Rewers)
Designing Success Together
What attendees gain:
- Gain access to key decision-makers
- Structure engagements for maximum impact
- Expand coaching contracts
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PHASE 8 — GROWTH & EXPANSION
(July 14 — Sophia Session 4)
From Chosen -> Confident
Stop Freezing When They Say No
What shifts:
- From fear -> grounded presence
What attendees gain:
- Language for objections
- Confidence in tough moments
- Ability to stay in the coaching seat
This is where commitment becomes resilience
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PHASE 9
(Aug 11 — Karina Castro)
Stop Drafting. Start Posting.
What attendees gain:
- Develop their skills when working with clients
Come ready to write. Leave ready to publish.
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| PHASE 10
(Aug 25 — Karina Castro)
Own the Room
What attendees gain:
- Attendees will leave with a concept, a plan, and the clarity to execute it
Come ready to build. Leave with your room designed and ready to launch.
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PHASE 11
(September 8 — Sophia Session 5)
From Confident -> Growing
Your Network Is Not Cold
What shifts:
- From “I need leads” -> “I activate relationships”
What attendees gain:
- Clear outreach strategy
- Activated network
- Immediate opportunities
This is where resilience becomes growth
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PHASE 12
(September 22 — Sabine Gedeon)
The Social Capital Playbook
What attendees gain:
- Understand how social capital drives business growth.
- Identify relationship ecosystems that support business goals.
- Explore positioning, outreach, and follow-up to increase client flow.
- Create a practical next step to strengthen your network.
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| PHASE 13
(Oct 6 — Kim Budolph Johansen)
Value-Based Sales for Coaches
What attendees gain:
Teaches coaches to define value based sales, coach their customer through deep listening and powerful questions instead of persuading, and use the ICF Core Competencies, mindset, trust and safety, active listening, and evoking awareness, as the backbone of the sales conversation.
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PHASE 14
(Oct 20 — AmondaRose Igoe)
SPEAKING SECRETS REVEALED
What attendees gain:
- Avoid the #1 speaking mistake that hurts credibility.
- Keep audiences engaged from start to finish.
- Build stronger connections with any audience.
- Close presentations with impact and inspire action
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ICFSFL Chapter Business Building Series
Get and Stay Hired!
Value-Based Sales for Coaches: A New Way to Grow Your Practice
Many coaches feel a quiet tension between building their practice and staying true to their coaching identity, worried that selling means switching into a pushy, transactional mode that has nothing to do with coaching. This session offers a different path.
In this one hour presentation, we will define what value based sales actually means, distinct from traditional pitching, and centered on solving problems and revealing opportunities rather than persuading. We will explore what it looks like to coach your customer instead of selling to them, using deep listening and powerful questions to help prospects think for themselves. And we will show how the ICF Core Competencies, coaching mindset, trust and safety, active listening, and evoking awareness, can serve as the ethical backbone of every commercial conversation.
Learning Objecive:
This one hour webinar teaches coaches to define value based sales, coach their customer through deep listening and powerful questions instead of persuading, and use the ICF Core Competencies, mindset, trust and safety, active listening, and evoking awareness, as the backbone of the sales conversation. It is coach specific, built entirely on the ICF competency model, and develops the same listening, questioning, and trust building skills coaches use directly with their clients.
This session is a sample of Value-Based Sales for Coaches, a 30 CCE hour ICF accredited program, and coaches will leave with a practical reframe of selling along with tools they can use in their very next client conversation.
About the Speaker: Kim Budolph Johansen
Kim Budolph Johansen is a professional coach, sales trainer, and the creator of Value-Based Sales for Coaches, an ICF accredited program that trains the entire commercial conversation as a coaching relationship. Kim has run his own accredited coaching practice since 2015, building on more than 25 years of experience in coaching and commercial leadership, including earlier years as a coaching manager before pursuing formal accreditation. He has logged more than 3,500 documented coaching hours, with a training lineage that runs through Peter Hawkins, systemic team coaching and the CID-CLEAR model, Judith Glaser, Conversational Intelligence, and Inner Game coaching with Performance Consultants International.
Kim is a trained systemic team coaching supervisor working with Hawkins' Seven-Eyed model, and brings that same reflective, competency-based rigor into his sales training and observed practice work. He serves as Membership Director of ICF Chapter Denmark and works as a mentor coach across several countries in Europe. He also teaches periodically at Copenhagen Business School.
Kim is also the author of two books on the psychology and practice of value-based selling, The Sales Fear Playbook and Only Forward, both grounded in the belief that coaches can build thriving practices without ever stepping outside their coaching identity.