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Selling Without Hype or Manipulation – Using the Core Competencies

  • July 17, 2024
  • 12:00 PM - 1:30 PM
  • VIRTUAL Event will be recorded.


Registration is closed

Wish you were better at closing sales?

Wish you could get more comfortable selling yourself?

Frustrated because you haven’t found a way to do that

without sounding too slick and salesy?

Denise is an expert in sales and marketing. She can teach you how to sell by being your most authentic self … by focusing on service. When you use the core competencies during the sales process, you will come from a place of integrity, genuine caring, and a deep desire to serve people and you’re automatically more attractive to potential clients.

In this workshop, you will learn to:

Talk with potential clients and customers in a way that’s comfortable, authentic, and has their best interests at heart.

Ask for the business in a straightforward and non-threatening way … a way that potential clients welcome.

Coach potential clients through any concerns or objections they may have. This isn’t about overcoming objections.

Close more sales and get comfortable with the process!

This workshop is an opportunity to participate in coaching demos and practice using your coaching skills in real life sales situations. Come ready to shift your mindset around selling and see how this impacts your results!

The Core Competencies that will be demonstrated and discussed include:

  • Demonstrates Ethical Practice
  • Embodies a Coaching Mindset
  • Establishes and Maintains Agreements
  • Cultivates Trust and Safety
  • Maintains Presence
  • Listens Actively
  • Evokes Awareness
  • Demonstrates Ethical Practice
  • Embodies a Coaching Mindset

When you approach sales using the Core Competencies, you are, in fact, Embodying a Coaching Mindset. You’re acknowledging that potential clients are responsible for their own choices … including the choice of whether to hire you or not!

In order to do Embody a Coaching Mindset, you have to be aware of your thoughts, your emotions, and any agenda you may have. Your goal is to move these personal elements out of the way, so you can be sensitive to and respectful of the potential client’s opinions, beliefs and values. You want to be open, curious and flexible. When you take this approach, you’re better able to serve prospective clients.

Here's the key. It’s never ethical to bring your own agenda into coaching … even when you really want a prospect to hire you!

Selling Without Hype or Manipulation is all about how you bring your personal integrity and honesty to these interactions. This is the essence of how you Embody a Coaching Mindset.


The coaches’ ability to understand the client needs is established in their very first interaction with the prospective client. That’s the foundation for the relationship. Denise demonstrates, and then ICF coaches will role-play, how to establish a coaching agreement with a prospective client.

Denise models how to set up the coaching agreement with the prospective client in such a way that expectations, responsibilities, and guidelines are clearly understood, and the client has the freedom to explore, and ask any and all questions they may have.

Denise demonstrates how the client and the coach determine together whether or not they’re an effective match, and what to do when they’re not.


The first interaction with a prospective client determines whether the client sees this as a safe and supportive environment to explore their concerns and goals … or not. Denise demonstrates how to establish a safe and trusting environment for a prospective client before they ever become a client. She shows ICF members how to acknowledge all that a prospective client may be feeling in these first interactions. This calls for a deep listening of the client because there are no points of reference or history to access.

She demonstrates how to go into sensitive areas and how to do this in an empowering way by continuing to ask permission throughout the sales process.

Denise demonstrates and coaches members on coming from a genuine concern of what’s best for the client and a deep sense of integrity … letting the client go or referring him/her to others if they aren’t the best match.


So many great coaches forget the core competencies and think they have to be “different” when they enter the sales conversation with prospective clients.

They tend to forget some basic coaching skills … oftentimes because they’re attached to an outcome. So, they think they need to “sell” or “overcome” someone’s objections vs. coaching someone through any concerns and objections they may have. In order to do that, they have to be fully conscious, let go of any expectations or attachments they may have, trust their intuition, use humor, ask what shows up for them to ask even if they aren’t sure why, be open to not knowing, and fully confident. Good “sales” conversations are all about your coaching presence in that moment. Denise shows ICF coaches how to access this.


The hardest challenge for a coach is to attend to the client’s agenda – not their own agenda – when, in reality, they really want that new client!

Denise asks ICF members to role-play these challenging situations and shows them how to come from service in all of their sales conversations. When they do, they’re better able to hear the client’s real concerns – spoken and unspoken. When a prospective client first voices their concern or objection about coaching, it’s rarely their real concern. Denise shows members how to dig down and access the real concern in a way that’s safe, empowering, and creates new awareness for the prospective client.

The first two steps in Denise’s 4 A’s of Coaching through Objections are to:

Ask Permission … various times throughout the process

Acknowledge … mirror back their concerns, beliefs, desires … and in order to do that you have to read their body language, hear what they aren’t saying, check for understanding, and acknowledge all that’s there.


When you’re coaching a prospective client, for them to get maximum benefit you need to coach them like you’ve been coaching them for six months already! You’ve got to be willing to ask the hard questions. You’ve got to be willing to dig down into their “pain” so they’re able to see their probable almost certain future if they weren’t to take any further actions or change their behaviors and/or mindset.

You have to be willing to ask questions that evoke. From there, you can begin to move the client towards their future and what they desire. It takes courage and conviction to do this. Denise demonstrates how.

She demonstrates – and asks ICF members to model – the value of asking the tough questions, being direct and unafraid of the answers, and ability to clearly and directly get to the bottom line for the client.

Meet our Host:

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Denise Hedges, PCC

Denise Hedges is a passionate speaker, business development and presentation skills coach with over 30 years’ experience in public speaking, sales, and marketing. Denise has helped thousands of coaches, consultants, business owners, nationally and internationally, move past any uncertainty or fear they have about sales and marketing, so they attract more clients, make more money, and make a real difference in the lives of more people!

She trains coaches how to be more comfortable and confident in the sales process, by never “selling” and always focusing on service.

Denise is a Professional Certified Coach and served as a 10-year faculty member of Coach University, training personal and business coaches all over the world.

Check out her website at:

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Note that in accordance with our Event Policies and Procedures, event tickets are not refundable. Refer to our Event Policies and Procedures for additional information.

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