A lot of coaches think they have a content problem, visibility problem, pricing problem, or marketing problem. But sometimes the deeper issue is what they believe about selling.

In this episode of The Unspoken Truth Podcast, Jay and Kyna break down the sales beliefs that keep coaches broke, inconsistent, hesitant, and unclear. They talk about what happens when coaches focus too much on the offer instead of the client, why lack of belief in your own offer leaks into the way you sell, and how “I’m not pushy” can become a polished excuse for avoiding the sale.

They also get into the integrity side of selling: exaggerated transformations, fake or misleading testimonials, inflated revenue claims, and pretending a process is more proven than it really is.

If you have been struggling to sell your offer, this episode will help you examine whether the issue is your offer clarity, your conviction, your fear of rejection, your client focus, or the honesty of the transformation you are promising.

Action Exercise: What are you struggling to sell?

CTA: If this episode made you realize the issue may be deeper than content or visibility, click the link in the description to learn more about the ICONIC Business Reset.

Ready to stop guessing and get clarity on what's slowing your sales down? Book your ICONIC Business Reset: https://unspokentruthpodcast.com/iconic-chat

CHAPTERS

0:00 — Introduction

2:54 — Belief #1: You're focused on your offer, not your client

13:01 — The Calgon analogy: sell the feeling, not the formula

16:17 — Jay's 5 client-centered questions

20:39 — Belief #2: You don't believe in what you're selling

30:27 — Belief #3: 'I'm not a salesperson'

41:17 — BONUS Belief: You don't have to lie, Craig

50:34 — Action Exercise + ICONIC Business Reset CTA

CONNECT WITH US

Connect with Jay: jayblackandco.com; https://www.instagram.com/jayblackandco

Connect with Kyna: https://instagram.com/lovekynab

Follow The Unspoken Truth: unspokentruthpodcast.com

If your business strategy keeps breaking — or you keep getting the plan and not executing it — this episode is going to hit close to home. Good.

Jay Black and Kyna Baker break down the most expensive mistake coaches make: separating strategy and mindset instead of addressing both at the same time.

In this episode:

✦ Why the funnel isn't actually your problem

✦ The blame cycle that keeps business owners stuck

✦ What the Slutty Vegan bankruptcy has to do with your coaching business

✦ The start-and-stop pattern and what's driving it

✦ Why "I just want to coach" is a scale goal, not a day-one reality

✦ How Jay's strategy work and Kyna's CEO coaching work together

✦ What a Revenue Clarity Session actually does

📌 BOOK YOUR REVENUE CLARITY SESSION

→ https://unspokentruthpodcast.com/iconic-chat

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THE UNSPOKEN TRUTH PODCAST

Where CEOs Evolve. Always unfiltered. Always the truth.

Hosted by Jay Black — Revenue Strategist & Diagnostic Consultant

and Kyna Baker — CEO Development & Leadership Coach

📲 Follow us:

Instagram & TikTok → @TheUnspokenTruth

Jay Black → @JayBlackandCo | Kyna Baker → @SimplyKynaB

#CoachingBusiness #BusinessStrategy #CEOMindset #TheUnspokenTruth #CoachingPodcast #ServiceBasedBusiness #BusinessGrowth #WomenInBusiness

Jay Black and Kyna B. dig into one of the most overlooked barriers to business growth: your identity. They break down what identity actually means in a business context (hint: it's not your brand), explore the critical difference between a CEO mindset and a coaching mindset, and give practical tools for stepping into the next version of yourself as a business owner. If you're burnt out, stuck, or constantly busy without real progress, this episode is for you.

Key Takeaways

1. Identity is your operating system. It's not your brand or your values — it's who you believe yourself to be when you step up to make business decisions.
2. Your identity sets your capacity. If your self-concept is small, your business will hit a ceiling. You can't outgrow who you think you are.
3. CEO mindset vs. coaching mindset are two different gears. CEOs own and decide. Coaches develop and nurture. You need both — and you need to know when to switch.
4. Busy is not productive. Going hard in Canva, buying courses, and posting everywhere means nothing if it's not tied to a strategic goal.
5. Structure creates freedom, not restriction. Systems, documented processes, and clear office hours eliminate burnout and give you space to lead creatively.
6. Stop saying "I'm trying." CEOs decide and do. "Trying" is an exit ramp. Speak like you trust yourself.
7. Your why has to be deep enough. Motivation that depends on apps and quotes will run out. Identity-level commitment doesn't.

Resources Mentioned

• Asana — Project management tool Jay uses to set up client business infrastructure (office hours, goals, milestones, team roles)
• The Motivation App — Daily quote app mentioned by Kyna (and then retired)

CONNECT WITH US

The Unspoken Truth website - https://unspokentruthpodcast.com

Instagram - https://instagram.com/theunspokentruthpodcast

Email - hello@unspokentruthpodcast.com