The Hidden Problem With the Word “Coaching”

When I first started selling coaching in my practice Accountability Now, I noticed something strange. Every time I said the word coaching, people on the other end of the call reacted in a way I didn’t expect. It wasn’t excitement. It was embarrassment. Almost like they didn’t want to admit they were thinking about buying coaching.

That’s when I realized the word itself was part of the problem. People weren’t rejecting my offer. They were reacting to the label.

One word was costing me clients.

Why “Program” Works Better

So I tried something new. I stopped saying coaching and started saying program. That small shift made a big difference.

Think about it:

• “I joined coaching to be a better leader.”

• “I joined a program to be a better leader.”

The second one feels stronger. It’s easier to say out loud. Nobody has to feel awkward about joining a program. People join programs all the time at the gym, in school, at work. It feels normal. It feels credible.

That’s why I cut the word coaching from my pitch. From then on, I talked about programs and enrollments.

Naming and Framing Your Program

What you call your program matters. A name gives shape to the experience.

At first, I named mine after my book, The Four C’s of Accountability. Later, we built something new: SCORE. Each letter stood for a focus area:

• S: Sales and marketing

• C: Control delivery

• O: Operational data

• R: Really massive goals

• E: Empower the team

And yes, “Really massive goals” was a little tongue-in-cheek because we couldn’t land on another R. But it stuck. Clients actually loved it.

That’s the point. A name gives your program an identity. It’s no longer just “coaching.” It’s something people can point to, remember, and brag about joining.

Visuals and Social Proof

Once we had the program name, we made it visible. We created a one-page sheet in Canva that laid out the program in simple terms.

Here’s why this mattered: when someone is thinking about enrolling, they’re not just convincing themselves. They’re often talking to a spouse, a business partner, or a close friend. Showing a sheet is easier than trying to repeat what you said on the phone.

Now the prospect wasn’t saying, “I’m thinking about coaching.” They were saying, “I think I’m going to enroll in this program,” while holding a piece of paper that looked official. That shift gave them confidence. It gave the other person confidence too. And it boosted enrollments.

Language Shapes Psychology

Words shape how people think. The human brain latches onto repetition. You usually need to hear something at least 11 times before it sticks.

So if I keep calling it coaching, the prospect keeps attaching their hesitation to that word. But if I keep saying program, their brain connects to something positive. After a few touches, they’re saying to themselves, “That program sounded pretty good.”

The same thing happens with short, confident phrases like, “I solve that.” Say it enough, and it sinks in. The words start working for you long after the call ends.

Real Examples of the Shift

Example 1: Leadership Growth

Before: “I signed up for coaching to improve my leadership skills.”
After: “I joined a program to be a better leader.”

The second version feels easier to say at work. Nobody rolls their eyes at the word program.

Example 2: Marriage Help

Before: “I got marriage coaching.”
After: “I enrolled in a program to improve my marriage.”

The first one feels awkward. The second one feels like a serious step forward.

Example 3: Business Growth

Before: “I hired a coach for my business.”
After: “I joined a program to be a better business owner.”

The second one sounds structured and official. And people respect programs.

Now, What About Your Noomii Profile?

This isn’t only about sales calls. It’s also about how you show up online.

When someone scrolls through the Noomii directory, they’re comparing you with dozens of other coaches. If your profile says you offer “coaching” and another says they run a “program,” who sounds more credible? The word program makes it feel structured. It signals process. And it makes it easier for a client to say yes.

Think about what they’ll tell their spouse:

• “I’m thinking about coaching.” (hesitant)

• “I’m thinking about enrolling in a program.” (confident)

That small shift helps you stand out on your profile and attract clients more easily.

The Confidence Factor in Selling Coaching

This shift isn’t just about language. It’s about confidence.

When you say, “I offer coaching,” it sounds soft. When you say, “I run a program,” it lands with strength. Clients pick up on that. Confidence sells. And the first place it shows up is in the words you choose.

One word can change how you sound, how you’re remembered, and how likely someone is to enroll.

Stop Saying "Coaching", Start Winning Clients

If the word coaching is holding people back, why keep using it? The word program makes your offer easier to explain, easier to share, and easier to buy.

Give your program a name. Put it in writing. Say it out loud until it sticks. The shift is simple, but the payoff is big.

The more you talk about programs, the more confident you sound, the more credible you look on your Noomii profile, and the more clients you enroll.