Red Flags: When You Should NOT Take a Potential Client
by Wendy Francis, Board-Certified Cognitive Health Coach & Founder of The Coaching Collective
Not every potential client is a good fit for your coaching practice — and accepting the wrong ones can cost you more time, energy, and emotional bandwidth than what they’ll ever pay you.
Strong coaches don’t just choose clients who want results. They choose clients who are ready for results.
A “yes” from you should be earned — not assumed.
Red Flag #1: They Expect Coaching to Fix Them
Clients who believe coaching will “save” them or solve their life are not looking for partnership — they’re looking for rescue. Coaching cannot replace self-responsibility.
“Tell me what to do so I don’t mess up again.”
This mindset leads to dependency, blame, and disappointment. You coach strategy and accountability. They own the change.
Red Flag #2: They Want Access, Not Work
Some prospects love the idea of talking, being supported, or getting feedback — but they show zero commitment to implementation. They want attention, not transformation.
If they crave constant access or emotional support before they’ve done any work, they will drain your time and burn out your enthusiasm. Implementation is the investment, not the payment.
Red Flag #3: They Blame Everyone Else
If a potential client has a story where they are always the victim — the boss, the ex, the family, the system, the world — coaching won’t work until personal ownership enters the picture.
“Nothing changes because of other people.”
Coaching requires agency. If they’re unwilling to look at their own decisions, they’re not ready to change them.
Red Flag #4: They Resist Structure or Boundaries
If they question your policies, push against payment terms, or argue with your scheduling, they’re telling you upfront they won’t respect your process.
- They want exceptions before starting
- They negotiate everything
- They demand urgency
A client who resists boundaries will eventually violate them.
Red Flag #5: They Only Want Shortcuts
You can give strategies, frameworks, and tools. But if a prospect only wants hacks, fast fixes, or “how do I get this result without doing the hard part?” — coaching won’t align with their mindset.
Skill is built. Leadership is built. Confidence is built. There are no shortcuts worth chasing.
Bonus Red Flag: You Feel Yourself “Over-Coaching” in the Consultation
If you find yourself working too hard during the sales call — teaching, rescuing, over-explaining, or trying to convince them — your instinct is already saying no.
Your energy isn’t lying. Listen to it.
Strong Coaches Don’t Accept Every Client
You don’t build a powerful practice by trying to coach everyone. You build it by coaching the clients who are ready to do the work.
Your standards protect your energy, your results, and your reputation.
Disclaimer
This content is for educational purposes only and is not a substitute for psychological, legal, or supervisory guidance. Coaches should follow the ethical standards and scope-of-practice rules of their professional certifying organization.