The Coaching Edge: A Business Building Podcast

Wendy McCallum
  • 4.7 (17)
  • Entrepreneurship
  • Updated Biweekly

On The Coaching Edge: A Business Building Podcast, host Wendy McCallum provides coaches with bite-sized tips to help them build an aligned, profitable, and sustainable coaching business. Real coaches with real business challenges are featured and practical strategies and tools for success are shared. It's not about making a million dollars overnight. It's about creating a resonant and fulfilling coaching business that keeps you out of burnout and thrilled about going to work every day. Realistic and packed with actionable advice, this podcast is perfect for coaches serious about building the business of their dreams.

  1. 1d ago

    Ep 99: Best of Re-Release - The Best Business Building Advice You'll Ever Get

    This is the first of five "Best Of" episodes I'm re-releasing in August while I take a break — and it felt like the right one to kick things off with. I'm sharing the single mindset shift that has shaped 16 years of business building for me: the idea that everything is a beta, and my business is an ongoing experiment. "Everything is a beta. It's not meant to be perfect. It's meant to be a learning experience that allows you to create something better the next time." What I Cover Why the most successful business owners are the most flexible and responsive — not the ones with a "perfect" planWhat "beta mindset" actually means to me and how it's helped me drop perfectionism for goodHow perfectionism quietly kills progress, sales, and profitHow I use beta offers to get clients faster, including selling and pricing on the flyWhy I don't wait to finish a program before I sell it — and how I create content as I goHow I use betas to test (and eventually refine) a niche instead of overthinking itMy approach to beta pricing: why and how I discount the first time I offer somethingHow betas double as a built-in system for gathering testimonials and social proofReal examples from my own business — including the BBB, CYFL, and a brand-new coaching skills intensive — showing how betas have shaped my programs, pricing, delivery models, and marketing over timeThe perfectionism trap: why I believe waiting for the "perfect" offer, niche, or landing page is really just delaying revenueSell one ticket: my advice to coaches who stall on content — sell it before it exists, and let that commitment light a fire under youThree rounds of beta: how the BBB's content library doubled in its first six months, built almost entirely from beta feedbackFrom 12 sessions to 6 (and maybe back to 12): a candid look at how I've repeatedly rebuilt my own one-on-one offer over the years A Mindset Shift to Try This Week I want you to write it on a Post-it note: "Everything is a beta". The next time you're tempted to hold back on launching something because it isn't perfect yet, ask yourself instead: is this good enough to put out into the world and learn from? Let's Connect I'd love to hear your thoughts on the Beta Mindset. Are you already practicing it, or is this a new idea for you? Send me your comments and feedback by email (wendy@wendymccallum.com) or through any of my social media channels. Looking for support? Check out my site at www.wendymccallum.com Download my How to Get Clients NOW Masterclass (FREE)This episode is part of my Best Of Re-Release series, running throughout August 2026. New episodes return after the break.

    Ep 99: Best of Re-Release - The Best Business Building Advice You'll Ever Get

  2. Jul 27

    Ep 98 The Question Behind the Question- How to Hear What Your Client Actually Needs (Not Just What They're Asking)

    When your client asks, "Should I leave my job?" — that's not really what they're asking. Chances are, underneath that question is something else. Maybe it's "Am I allowed to want something different?" or "Will I be okay if I take this risk?" or "Do you think I'm capable of more?" The same is true when a client asks, "What do you think I should do?" They're rarely asking for your opinion. They're asking for permission. Or reassurance. Or help trusting themselves. The best coaching happens when you stop answering the surface question and start responding to what's underneath. This is the skill that separates good coaches from great ones — and it's something you can develop with intention and practice. In this episode, I'm pulling back the curtain on how I listen for the question behind the question, the common patterns I've noticed after 15 years of coaching, and how to respond in a way that actually moves your clients forward. We're also going deeper into the big existential questions that often hide underneath the practical ones — questions about identity, values, purpose, and who your clients are without their labels. In this episode, I cover: • Why answering the surface question often misses the moment• Why most coaches miss what's underneath (and how to change that)• How to hear the real question: slowing down, listening for energy, trusting your gut• Common patterns: what clients are usually really asking when they say "What should I do?" or "Am I being too much?" or "Should I stay or go?"• The deeper questions about identity, values, and purpose — "Who am I without my labels?" and "What do I actually want?"• How to respond to the real question with gentleness and curiosity• What to do when you get it wrong• What this kind of listening requires of you as a coach• The connection between confidence and skill — and why practice matters• How to go deeper with the Confident Coaching Skills Intensive — self-guided or with a live cohort Resources & Links: • The Confident Coaching Skills Intensive — now available self-guided HERE• Interested in a private CCSI cohort for your group? Email me at wendy@wendymccallum.com• Business Building Support— INFO HERE

    Ep 98 The Question Behind the Question- How to Hear What Your Client Actually Needs (Not Just What They're Asking)

  3. Jul 20

    Ep 97 The Summer Slump - What to Do When Business Gets Quiet (And How to Set Yourself Up for a Strong Fall)

    It's mid-summer. Your inbox is quieter than usual. Discovery calls have slowed down. Half your audience seems to be on vacation — and honestly, you'd like to be too. If you're feeling the summer slump, you're not alone. This time of year can feel unsettling for coaches, especially if you're used to measuring your worth by how busy you are. But here's what I've learned after 15 years in this business: summer isn't a problem to fix. It's an opportunity to use. The coaches who come into fall with momentum aren't the ones who panicked and hustled all summer. They're the ones who used the slower season strategically — to rest, plan, create, and prepare. This episode is a practical guide to making the most of summer without burning out or manufacturing fake urgency. I'm walking you through exactly what to focus on now so September doesn't catch you off guard. In this episode, I cover: Why summer slows down (and why that's not a sign your business is failing) The danger of panicking and hustling when things get quiet Why rest is the most strategic thing you can do if you're depleted How to batch and pre-create content: podcast episodes, newsletters, social media Planning your fall launch now — so you're executing in September, not scrambling Recording content for new programs you're planning to launch in fall or winter Creating or refreshing your lead magnet to build your list over summer Cleaning up your systems and backend while you have bandwidth Building relationships: checking in with past clients, nurturing warm leads, planting referral seeds Big picture fall planning: deciding your focus and reverse engineering your timeline A summer planning checklist to keep you on track Resources & Links: How to Price Your 1:1 Coaching Offers — $27 Pricing Masterclass The Confident Coaching Skills Intensive — now available self-guided Get It Done: Private Coaching with Wendy

    Ep 97 The Summer Slump - What to Do When Business Gets Quiet (And How to Set Yourself Up for a Strong Fall)

  4. Jul 13

    Ep 96 When Marketing Feels Gross-10 Things I Don’t Do in My Coaching Business (And Why)

    (Note: This is a RE-RELEASE. It was previously released in March 2026, but not sent to my email list, so you may not have heard it if that's how you access The Coaching Edge!) If marketing feels heavy, awkward, manipulative, or exhausting… it’s probably not because you’re bad at marketing. It’s probably because you’re trying to follow a strategy that doesn’t match your values. In this episode, I’m pulling back the curtain and sharing what values-based marketing actually looks like inside my own coaching business. I’m walking you through 10 things I don’t do — and why. This isn’t about being moral or superior. It’s about being congruent. Because when your marketing aligns with your personal and professional values, everything gets simpler. Decisions get cleaner. Boundaries get easier. And you stop resenting your own strategy. I share: Why I don’t coach in niches I haven’t personally lived Why I don’t manufacture urgency or use pressure-based launch tactics Why I don’t overprice just because I can Why I ditched ManyChat (even though it worked) Why I don’t automate intimacy in my DMs Why I don’t chase every platform — and how I decide where to show up How I help clients leave platforms that feel ethically misaligned Why I don’t promise unrealistic timelines Why I intentionally keep my rooms small Why I refuse to shame people into change We also talk about something I see all the time with coaches right now: Feeling like you have to be on Instagram. Feeling trapped by the algorithm. Feeling uncomfortable with platform ownership and ethics. Feeling like marketing has become performative. You don’t owe any platform your presence. You don’t have to build your business the way someone else did. You get to choose based on what matters to you. In this episode, I’ll walk you through a simple 5-step Values Audit you can use to evaluate your own marketing and make one aligned shift this month. Because the goal isn’t to build the biggest coaching business. It’s to build one you respect. Resources: Business Building Support — start anytime 1:1 Pricing Masterclass ($27) - grab it HERE The Confident Coaching Skills Intensive — now available self-guided Get It Done: Private Coaching with Wendy

    Ep 96 When Marketing Feels Gross-10 Things I Don’t Do in My Coaching Business (And Why)

  5. Jul 6

    Ep 95 It's OK to Not Want a 7-Figure Coaching Business (And Be Happy Where You Are)

    A few weeks ago, I was invited to be a guest on a coaching business podcast. The host reached out, said I'd be a great fit, and sent me a link to book a slot. Before I could book, there was an intake form — including a question about my business goals. The options were something like: downsize to part-time, grow to seven figures, or I'm happy where I am. I chose the last one. And immediately got a message: "Sorry, all our slots are full." I was rejected — for being content. Now, in hindsight, this podcast may have been more of a sales funnel than a genuine interview opportunity — a way to identify coaches who might be targets for high-end business coaching programs or pay-to-play podcast spots. But regardless of the intent, it got me thinking about the message the coaching industry sends when the only version of success worth celebrating is aggressive growth. This episode is a bit of a manifesto. It's about redefining what success looks like in a coaching business — and giving yourself permission to want what you actually want, even if that's not seven figures. I'm sharing my own journey with money mindset and scarcity, seasons when I intentionally pulled back (including when my dad got very sick), and why I believe the real flex isn't scaling to a million dollars — it's building a business that supports the life you're trying to live. In this episode, I cover: The story of being rejected by a podcast for not having aggressive growth goals (and why that podcast may have been more of a sales funnel than a real opportunity) The coaching industry's obsession with "more" — and what message that sends The hidden costs of growth: time, peace of mind, health, relationships, creativity, freedom My own seasons of chasing growth from a scarcity mindset — and the work I've done to shift into abundance What happened when my dad got sick and I had to pull back (and why my business held) The difference between complacency and contentment The goals no one celebrates: working less, staying small, saying no to opportunities that would shrink your life Why I have just as much respect for a coach building a part-time retirement practice as one replacing a corporate salary How to define success on your own terms — not the industry's Resources & Links: Business Building Support — start anytime The Confident Coaching Skills Intensive — now available self-guided Get It Done: Private Coaching with Wendy

    Ep 95 It's OK to Not Want a 7-Figure Coaching Business (And Be Happy Where You Are)

  6. Jun 29

    Ep 94 Five Difficult Client Conversations Every Coach Needs to Know How to Have (Without Damaging the Relationship)

    Every coach has had that moment. You're staring at your calendar, seeing a client's name, and feeling a knot in your stomach. Maybe they keep canceling. Maybe they're not doing the work. Maybe you've been dancing around a problem for weeks because you don't know how to bring it up. The difficult client conversation is the one most coaches avoid — until they can't anymore. And by then, the issue has often gotten worse. This episode is the finale of our five-part series, "The Conversations That Build Coaching Businesses." We're wrapping up with the conversation most coaches dread — and the one that can make the biggest difference in your coaching practice and your peace of mind. I'm walking you through five of the most common difficult client situations, what's really going on underneath each one, and exactly how to have the conversation with clarity and kindness. In this episode, I cover: Why coaches avoid difficult conversations (and what happens when we do) The client who's not doing the work — how to name the pattern without shaming, and when to have a bigger conversation about fit The client who keeps canceling or rescheduling — how to hold your boundary while staying compassionate The client who wants you to tell them what to do — how to hold the coaching stance without being rigid The client who's made no progress in weeks (or months) — how to address the plateau and explore what's really going on When and how to end a coaching relationship — how to have the conversation with integrity and grace A simple framework for any difficult conversation: curiosity, honesty, kindness, clarity, follow-through Series episodes: Episode 89: How to Get More Coaching Clients Through Referrals (Without Feeling Salesy) Episode 90: How to Network as a Coach (Even If You Hate Networking) Episode 92: How to Follow Up After a Discovery Call That Didn't Convert (Without Feeling Salesy or Desperate) Episode 93: The Price Conversation: What to Say, Whether to Post Your Rates, and How to Pre-Qualify with Confidence Episode 94: Five Difficult Client Conversations Every Coach Needs to Know How to Have (Without Damaging the Relationship) ← You are here Resources & Links:  Get Clients Now FREE Masterclass Business Building Support — anytime The Confident Coaching Skills Intensive — now available self-guided Get It Done: Private Coaching with Wendy

    Ep 94 Five Difficult Client Conversations Every Coach Needs to Know How to Have (Without Damaging the Relationship)

  7. Jun 22

    Ep 93 The Price Conversation: What to Say, Whether to Post Your Rates, and How to Pre-Qualify with Confidence

    There's a moment in almost every discovery call that makes coaches sweat. The conversation is going well, there's real connection, they're clearly interested — and then they ask the question: "So, how much does it cost?" Suddenly your confidence evaporates. You start talking faster, over-explaining, justifying. Maybe you hear yourself offering a discount before they've even responded. The price conversation is where most coaches lose their footing — not because their rates are wrong, but because they haven't learned how to hold their ground. This episode is about changing that — and about setting up your process so you're not caught off guard in the first place. We're covering three different approaches to when and how you share your pricing: putting it on your website, waiting until the discovery call, and the "third door" option I use — pre-qualifying with an application form. I'll walk you through the pros and cons of each, including why putting your prices on your website might cost you the chance to offer alternatives to people who could still be great clients. Plus, I'm sharing exactly what to say when someone asks about your rates, how to handle pushback, and the inner work that makes all of this easier. This is part four of our five-part series, "The Conversations That Build Coaching Businesses." In this episode, I cover: Why the price conversation is so uncomfortable (and why it's not really about the number) The stories and fears underneath our pricing discomfort Three approaches to when you share your price: on your website, on the call, or through pre-qualifying The hidden cost of putting your prices on your website — you lose the ability to down-sell or offer alternatives How I use an application form to pre-qualify and set expectations without losing the conversation Other creative ways to pre-frame pricing before a discovery call Why having multiple offers at different price points gives you flexibility (and keeps potential clients in your world) How to say your price without apologizing, over-explaining, or rushing to fill the silence What to do when they push back — specific language for common objections The inner work behind confident pricing conversations A note on pricing integrity: payment plans, down-sells, and intentional generosity Series episodes: Episode 90: How to Get More Coaching Clients Through Referrals (Without Feeling Salesy) Episode 91: How to Network as a Coach (Even If You Hate Networking) Episode 92: How to Follow Up After a Discovery Call That Didn't Convert (Without Feeling Salesy or Desperate) Episode 93: The Price Conversation: What to Say, Whether to Post Your Rates, and How to Pre-Qualify with Confidence ← You are here Episode 94: The Difficult Client Conversation Resources & Links: Episode 88: The Courage It Takes to Charge What You're Worth How to Price Your 1:1 Coaching Offers — $27 Pricing Masterclass Business Building Support — available anytime The Confident Coaching Skills Intensive — now available self-guided Get It Done: Private Coaching with Wendy

    Ep 93 The Price Conversation: What to Say, Whether to Post Your Rates, and How to Pre-Qualify with Confidence

  8. Jun 15

    Ep 92: How to Follow Up After a Discovery Call That Didn't Convert (Without Feeling Salesy or Desperate)

    You had a discovery call that felt great. Real connection, good conversation, they seemed ready to move forward. You sent the link to sign up and then... crickets. A week goes by. Then two. You tell yourself they must have changed their mind, found someone else, or decided coaching wasn't for them. So you move on. But here's the thing — you might be completely wrong. And the follow-up you're not doing could be costing you clients. That said, not every lead is worth chasing. Sometimes the reason they didn't sign up is because they're not actually a good fit — and deep down, you know it. This episode is about how to follow up with intention, how to know when it's worth pursuing, and how to let go when it's not. This is part three of our five-part series, "The Conversations That Build Coaching Businesses." We're talking about the conversation most coaches skip — and the discernment most coaches don't practice. In this episode, I cover: Why "not right now" feels like rejection (and why it usually isn't about you) The gut check: how to know if this person is actually worth following up with Questions to ask yourself before you chase a lead — are you excited to work with them, or just chasing revenue? What "not right now" actually means — and the difference between "not yet" and "not ever" How to respond in the moment when they say "I need to think about it," "The timing isn't right," or "I can't afford it" The powerful question that can change everything The follow-up that keeps the door open (without being pushy) How to stay connected over the long haul with warm leads When it's time to let go — and how to do it gracefully The mindset shift from rejection to discernment Series episodes: Episode 89: How to Get More Coaching Clients Through Referrals (Without Feeling Salesy) Episode 90: How to Network as a Coach (Even If You Hate Networking) Episode 92: How to Follow Up After a Discovery Call That Didn't Convert (Without Feeling Salesy or Desperate) ← You are here Episode 93: The Price Conversation Episode 94: The Difficult Client Conversation Resources & Links: Get Clients Now FREE Masterclass Business Building Support — anytime The Confident Coaching Skills Intensive — now available self-guided Get It Done: Private Coaching with Wendy

    Ep 92: How to Follow Up After a Discovery Call That Didn't Convert (Without Feeling Salesy or Desperate)
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On The Coaching Edge: A Business Building Podcast, host Wendy McCallum provides coaches with bite-sized tips to help them build an aligned, profitable, and sustainable coaching business. Real coaches with real business challenges are featured and practical strategies and tools for success are shared. It's not about making a million dollars overnight. It's about creating a resonant and fulfilling coaching business that keeps you out of burnout and thrilled about going to work every day. Realistic and packed with actionable advice, this podcast is perfect for coaches serious about building the business of their dreams.

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