Why Business Owners Don't Hire Coaches (And What To Do About It)


November 20, 2018 @ 3 pm EST

The Canadian Coach and The Value Builder System™ are partnering to offer this content exclusively to Canadian coaches.

Entrepreneurs have a unique psychographic profile which makes them tricky to sell to. They are wired differently than most, which means they often don’t react in entirely logical ways, nor do they engage business coaches using the same criteria other clients may use.   

The secret to getting business owners to engage your expertise is to understand what makes them tick-- the key lies in understanding their deeper motivations and fears.  

Over 20 years of research into the mind of the business owner will be shared.  You'll learn:

  • How knowing the 3 psychographic profile types will help you prospect more successfully
  • 6 ways to spot your ideal client by 'owner type'
  • A simple trick for identifying your prospect's deepest personal motivations
  • The biggest mistake most coaches make when targeting business owners
  • 4 biggest fears owners have about exiting their company (and how to address them during a conversation)
  • How owners pick an advisor (and what to say so they pick you)

And, we'll share how our successful business coaches are leveraging The Value Builder System to attract more clients.


Hosted by John Warrillow & Heather Wilson

John Warrillow is the Founder of The Value Builder System™, a statistically proven methodology for improving the value of your business by up to 71%.

John is also the author of Built To Sell: Creating A Business That Can Thrive Without You, which was recognized by Fortune and Inc magazines as one of the best books of 2011. His most recent book, The Automatic Customer: Creating A Subscription Business in Any Industry, was selected by Fortune Magazine as one of the “5 Best Business Books” of 2015.

Prior to starting The Value Builder System, John started and successfully exited four companies.

Heather Wilson is the Founder and CEO of The Canadian Coach, a community designed to unite, support, and promote Canadian coaches.  A proud Canadian, her great passion is bringing coaches together for true connection, collaboration, and support.  She knows that there is world-class coaching talent in Canada and that we have a coach for any need right here in the Great White North.