About this programme
Value-Based Sales for Coaches teaches credentialed coaches to build their practice by reframing client-acquisition conversations as coaching relationships grounded in trust, listening, and ethical agreements. The program integrates systemic mapping, Conversational Intelligence, and the Inner Game framework to help coaches hold a coaching mindset under commercial pressure, establish psychological safety quickly, and support prospective clients in designing their own next steps rather than experiencing a sales close. Instruction centers on live triadic practice with faculty observation and feedback calibrated directly to ICF PCC markers, alongside group supervision using Peter Hawkins' Seven–Eyed model applied to each participant's own case-reflection goals. Between sessions, coaches build competency through guided independent study and a reflective learning journal, working with practical tools including the CID–CLEAR intake model, systemic constellations, and the NAM readiness framework. The program is delivered by Kim Budolph Johansen, a PCC-credentialed coach with 25 years of practice and direct training lineage through Peter Hawkins and W. Timothy Gallwey's Inner Game method.
Programme highlights
- Applies ICF Core Competencies and Code of Ethics to client-acquisition conversation
- Treats sales as a coaching relationship rather than a sales pitch
- Dedicated Ethics component aligned to ICF Competency 1
- Every technique practiced live in triads, observed by faculty, assessed against PCC markers
- Integrated theoretical frameworks: Peter Hawkins (Systemic Team Coaching, CID–CLEAR), Judith Glaser (Conversational Intelligence), Performance Consultants International (Inner Game, GROW)
- Live virtual cohort delivery with observed practice and group supervision
- Small cohorts of 12–16 participants for real observed-practice time and direct feedback
- Peer quadrants: coach, client, observer, system roles for multiple perspectives
- Group supervision using Peter Hawkins' Seven–Eyed model
- Marker-based feedback assessed directly against ICF PCC markers
- Resource Development toolkit with named, citable models (API, CID–CLEAR, FAB & SPACED, NAM Framework, Systemic Constellations, Inner Game, C–IQ, Case-Reflection Goal Sheet)
- Verification through observed triad practice and Reflective Learning Journal
- Open to ACC, PCC, and MCC level coaches
- October 2026 cohort: seven sessions, 15:00–19:00 CET
- All sessions recorded for review (recording does not count toward ICF credit)
- Taught by Kim Budolph Johansen, PCC, ACTC with 25+ years experience and 3,500+ documented coaching hours
- Includes two companion books by instructor: The Sales Fear Playbook (included with enrollment) and Only Forward (available separately on Amazon)
Programme structure
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