I was chatting with one of my friends in the coaching industry about the shift in buying behavior (and how some coaches are still trying pretend there isn’t one 🤔🙃🤷🏻‍♀️)

So I took it to Chat and this is what it came up with. Just wanted to share, in case you’d find this helpful too 💜

⚡ 2020–2021: The “Yes Girl Era” of Online Coaching

Buying Behavior: Hope, Hype, and High-Ticket Fever

During the pandemic boom:
• People were emotionally vulnerable, newly online, and looking for answers.
• The promise of freedom, 6-figure months, and “just energetics” drove impulse buying.
• Clients invested in identity—who they’d become if they bought the offer—not the structure or substance.
• High-ticket was easy to sell because it symbolized status, not just strategy.
• Buyers were more trusting—they hadn’t been burned yet.

Coaching offers sold like this:

✨ “You don’t need a plan. Just be in the frequency.”
💸 “I made $100K in one weekend, and you can too.”
🙏 “Trust the process. Results are quantum.”

🔥 2023–2025: The Great Coaching Industry Maturation

Buying Behavior: Sober, Discerning, and Demanding Depth

Now?
• Buyers are more trauma-informed, business-savvy, and jaded AF.
• They’ve been burned by hype without grounding—big promises, no delivery.
• They’re no longer buying a vibe. They’re buying a system that makes sense.
• People want to know:
→ “What’s the actual process?”
→ “Can I repeat it?”
→ “Do you have receipts beyond a one-time fluke?”

Current Buyer Psychology:
• 👀 Suspicious of overconfidence; drawn to embodied clarity.
• 📊 Wants specificity, systems, and proof.
• 🔍 Isn’t afraid to ask hard questions—or walk away.
• 💡 Is craving depth, nuance, and resonance over trendiness.

⚠️ What Coaches Are Missing If They’re Still Selling Like It’s 2020:
• Lack of Process Transparency
→ “Trust me” doesn’t cut it anymore. Show the framework. Walk them through the method.
Ex: Your Science of Success Method is gold here—because it’s structured and layered.
• Fluffy Promise Overload
→ “Collapse time” and “align to abundance” don’t mean much unless you define them.
Replace with: “Clients go from $5K months to $500K years through identity-level rewiring + subconscious code updates.”
• Over-spiritualized Bypassing
→ “You’re blocked because you’re not in the frequency” is now seen as a cop-out.
Replace with: “Let’s trace the actual root—neurologically, somatically, and systemically.”
• No Differentiation
→ Your personality isn’t enough anymore. People want precision and power.
What is your system? What kind of person is it not for? What makes it unavoidable?

💡The New Buyer’s Mantra:

“If I’m spending money, I want to know it’s going to build capacity, not just generate dopamine.”

They don’t want hype.
They want real transformation they can feel in their nervous system, bank account, and relationships.