Getting Your First 10 Clients: Modern Marketing for Aspiring Coaches
You've completed your coaching certification, defined your niche, and you're ready to take off. But then, it often goes quiet. The biggest challenge for new coaches in Switzerland is not their methodology, but client acquisition.
How do you get from "I am a coach now" to your first 10 paying clients? Forget expensive Google Ads or highly complex automated funnels initially. In the buildup phase, the rule is: Deepen before you scale.
In this guide, we reveal three field-tested and budget-friendly strategies to break through the magical threshold of your first 10 clients.
Read also: Finding your coaching niche: how to sharpen your profile
1. Expanding Your Immediate Network (Low-Hanging Fruit)
Most coaches severely underestimate the power of their existing network. Your first clients are almost never complete strangers; they are usually people from your second or third degree of connection.
The "Warm Outreach" Strategy
Don't just post on LinkedIn saying, "I am a coach now, hire me." That appears desperate and unprofessional. Instead, initiate active conversations surrounding your core topic.
- List Building: Write down 50 people from your network (ex-colleagues, acquaintances, club members) who might have touchpoints with your target audience.
- The Information Approach: Ask these people for a 15-minute chat—not to sell them anything, but for market research. "I am currently building my program for executives in the tech industry. You know this world well. May I ask you three quick questions about the biggest pain points?"
- The Transformation: By the end of this conversation, these individuals know exactly what problem you solve. Very often, they will ask proactively: "Actually, I know someone who might find this highly relevant..."
Read also: Referral marketing for coaches: how clients spread the word for you
2. Signature Workshops: Demonstrate Instead of Claiming
Why should anyone pay you CHF 150 to CHF 250 an hour if they don't know you? Trust is built through experience. A 30 to 45-minute free online workshop (a "Live Session") is your most powerful tool to demonstrate expertise.
Read also: Reviews and social proof in coaching: how to build trust
The Workshop Framework
- A Sharp Title: Not "More Balance in Life," but rather "How HR Managers Can Log Off Without a Guilty Conscience."
- The Marketing: Post the workshop on LinkedIn or in highly relevant Facebook/Slack groups. A specific title irresistibly attracts your niche clients.
- The Flow:
- 10 Minutes: Problem identification (Participants must feel deeply understood).
- 20 Minutes: One concrete, immediately applicable tool (A quick-win).
- 10 Minutes: The bridge to your coaching (Q&A and a solid Call to Action).
Expert Tip: Don't overcomplicate the tech stack. With an account on bondigoo, you can easily create free Live Events. The platform automatically collects GDPR-compliant registrations, sends confirmations, and provides the stable video room—you just have to share the booking link.
3. Local Collaborations and Multipliers (B2B2C)
If you have zero reach yourself, borrow it. Who is already successfully working with your target audience but is not a direct competitor?
Who Are Your Multipliers?
- For Nutrition & Fitness Coaches: Personal trainers, physiotherapists, modern medical practices.
- For Business Coaches: Fiduciaries (Treuhänder), HR consultants, premium coworking spaces.
- For Life Coaches: Yoga studios, naturopaths, midwives (e.g., for postpartum coaching).
Pitching the Multiplier
Offer immediate added value for the multiplier's clients. "I see you advise many startup founders. Often, they don't fail because of the product, but due to immense mental pressure. I offer psychological coaching precisely for this. May I offer an exclusive workshop or a guest article for your founder newsletter?"
Your service upgrades the partner's offering. In return, you gain direct access to a warm, highly trusting audience.
Read also: Content marketing for coaches: choosing the right channels
The Bridge to Closing: The Discovery Call
Once you have generated leads through your network, workshops, or multipliers, the most critical step follows: The Discovery Call (Initial Consultation).
Read also: The perfect discovery call: how to run the initial consultation
The goal of the discovery call is not coaching; it is qualification.
- Listen (70% of the time): What specific, painful problem does the client have?
- Mirror (10% of the time): Repeat the problem in your own words to prove you truly understand.
- The Pitch (20% of the time): Clearly explain how your process solves this exact problem and state your conditions.
Remove Friction at Checkout
A fatal mistake many beginners make: They end a fantastic discovery call by saying, "I'll send you an email with my IBAN, and we'll see when we can start." This lack of commitment absolutely kills conversions.
The professional route: "If this feels right to you, we can start immediately. My profile on bondigoo is live. You can book our package there, lock in the first session in my calendar, and securely handle the payment."
As soon as you drastically reduce the friction for the client (via one-click booking through bondigoo's CRM and the integrated Swiss Escrow system), your closing rates will double.
Winning your first 10 clients takes manual effort, courage, and a structured approach. Focus on genuine human relationships and ensure the final booking step is as frictionless and professional as possible.
Read also: Client retention in coaching: how first-time clients become regulars
Start your professional acquisition today with a profile on bondigoo