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EP 140. How Therapists Can Sell Coaching with Confidence and Integrity

Beyond Private Practice

Release Date: 07/15/2025

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Beyond Private Practice

In this episode, you’re getting exclusive access to the kind of real, honest, and high-level coaching that happens inside the Therapist to Coach Collective. You’ll hear me coaching one of our incredible clients — a therapist of color who went from working full-time in community mental health to building a thriving private practice. Within her first month of going full time, she filled her caseload — and now she’s consistently bringing in $10K/month through a hybrid model (insurance + private pay). But like many therapists in growth mode, she’s now facing a new challenge: How do I...

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In this episode, I’m breaking down the three belief shifts that help established therapists hit consistent $20K months—without adding more clients, hours, or burnout. You’ll learn what’s actually keeping you capped at your current income level and how to start thinking, leading, and earning like the CEO your business needs you to be. Why You Should Listen: • Shift from effort to alignment – Discover why “working harder” stops working once your caseload is full and how to design a business model that supports sustainable growth. • Release the “my community can’t afford...

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In this episode of Beyond Private Practice, I’m pulling back the curtain on why selling coaching often feels hard for therapists, helpers, and healers — especially first-gen Latinas and daughters of immigrants — and how to reframe selling so it feels ethical, aligned, and confident.

You’ll hear my own journey of unlearning therapist conditioning that made me feel small, neutral, and invisible — and why I now believe selling is an act of service, honesty, and sacred leadership.

This episode is for the therapist who:

  • Feels uncomfortable or guilty about selling coaching services

  • Worries about being “too self-promotional” or pushy

  • Questions whether her community can or will pay for her services

  • Wants to understand how to invite clients in without sacrificing integrity

Here’s What You’ll Learn:

  • Why therapist training teaches us to fear self-promotion, marketing, and sales

  • How the narrative that “our community can’t afford our work” is something to unlearn

  • The three core belief shifts I teach clients so they can sell coaching ethically:

  • A real-life example of a client who overcame fear of being seen, shared vulnerably, and booked her first dream coaching client — without proving or pushing

If you’re a therapist, helper, or first-gen Latina who’s craving a business that reflects your values and allows you to work with aligned clients confidently, this episode will give you the mindset tools to stop hiding and start selling coaching with integrity.

How to Work with Liz:
Private 1:1 Coaching — July and August start dates now open: Apply for Private Coaching Here
Follow Liz on Instagram: @thelizfernandez
Learn about Liz’s offerings: https://thelizfernandez.com
Join my email community for grounded, identity-led coaching insights I don’t share anywhere else: https://thelizfernandez.com/email