How to Sell Effectively Through DMs: A Step-by-Step Guide for Online Coaches

If you’re moving into the online coaching space, one of the most powerful skills you can develop is the ability to sell via direct messages (DMs). We call this “selling by chat,” and it’s one of the most valuable tools in your business toolkit. It not only helps you gain new clients but also improves your communication skills and makes it much easier to nurture leads through to a sale.

But selling by chat isn’t about rushing in with a sales pitch the moment someone engages with your content. Instead, it’s about following a step-by-step process to guide people through a conversation that builds trust and rapport. So, let’s break down how you can do this effectively.

Step 1: Start the Conversation – Don’t Rush In

One of the biggest mistakes coaches make is thinking that every person who engages with their content is automatically ready to buy. Maybe they liked your post, commented on a video, or sent you a DM asking a question. While this is a good sign, it doesn’t mean they’re ready to sign up just yet.

To start, aim for a natural, friendly tone. Don’t sound too pushy, but also don’t be so casual that they don’t take you seriously. The best approach is to engage with warm leads—those who are already somewhat familiar with you. A warm lead could be someone who has:

• Liked or commented on your post

• Downloaded a free guide or joined your email list

• Asked a question about training

• Engaged with a poll or question on your Instagram story

These people have already shown interest in your content, making them more likely to respond to a conversation.

Step 2: Break the Ice

The key here is to break the ice in a way that feels natural and conversational. Try these techniques:

• Mention their engagement: “Hey, I saw you liked my post on getting lean—are you working on fat loss?”

• Ask simple, open-ended questions: “Hey, I saw you checked out my free guide—what goal are you working toward?”

• Compliment and ask: “Hey, I saw you posted a workout at the gym—your training looks solid! What’s your biggest challenge right now?”

From there, you’ll start chatting. Make sure the conversation is relaxed and friendly, and focus on understanding their fitness goals and challenges.

Step 3: Ask Discovery Questions

Once you’ve broken the ice, dive a little deeper. Ask questions that help you discover more about their goals and struggles. Some good questions to ask include:

• What’s your number one fitness goal right now?

• What’s been your biggest struggle in reaching that goal?

• Have you tried anything before? What worked or didn’t work?

The goal is to understand their pain points so you can offer the best solution. Don’t rush this part; take the time to really listen and offer helpful insights.

Step 4: Offer Value Before You Sell

Before jumping into any sales talk, it’s crucial to provide value first. Offer helpful tips or advice that shows you understand their struggles and have knowledge to help them. For example:

• If they’re struggling with fat loss: “Most people think they need more cardio, but the real key is getting a handle on nutrition. Have you tracked your protein intake or calories before?”

• If they’re struggling with consistency: “One trick that’s worked really well for my clients is setting up a simple habit system. What does your current schedule look like?”

This helps to build trust and credibility. By giving value, you show that you’re not just out to make a sale—you genuinely want to help them.

Step 5: Transition to the Sale

Once you’ve established some trust and demonstrated your expertise, you can transition to making an offer. Be subtle but direct:

• “I actually have a coaching program that helps people in your situation. Would you be open to hearing more about it?”

• “I’ve worked with a lot of people facing similar challenges. Would you like to know what I’d do differently to help you?”

This approach is low-pressure and gives them a chance to express interest before you move into your offer.

Step 6: Handle Objections

At this stage, you’re likely to face some objections. These are normal, and they can be handled with empathy and understanding. Common objections include:

• Cost: “I understand that investing in yourself is a big decision. Let’s talk about the value you’ll get from this program and how it can help you achieve your goals.”

• Time: “I get that time is always a factor. Many of my clients have been in the same situation, and I help them structure their plans so they can fit it into their busy schedules.”

• Need to consult a partner: “It’s great that you want to discuss it with your partner. If you’d like, I can provide more information for them as well.”

• Fear of failure: “I know it’s intimidating to take the next step. I’ve worked with many people in your exact position, and I’ll be with you every step of the way.”

If you address these objections thoughtfully and calmly, they’re more likely to trust you and feel comfortable moving forward.

Step 7: Book a Sales Call

If the person is still on the fence, a great strategy is to offer a sales call. This allows you to dive deeper into their goals and needs and explain how your coaching program can be the solution. On the call, you can guide them through the steps they need to take to get started and really clarify any remaining doubts.

Step 8: Repeat and Improve

Selling via DMs is a skill that improves over time. The more you follow this process, the better you’ll get at building relationships, understanding potential clients, and guiding them toward making a decision.

Bonus: Download Our Free Course!

If you want to dive deeper into the world of selling by chat, we’ve created a free course on how to get your first 10 online clients. This course will give you the tools and strategies you need to start attracting leads and converting them into paying clients.

By following this process and continually refining your approach, you'll be well on your way to running a successful online coaching business. Happy selling!