You had a great month. Maybe you booked a bunch of calls, signed some clients, and pulled in $6,000. You’re feeling good. You’re thinking, this is it — I’m finally getting traction.
Then the next month? $2,000. Then $7,000. Then a string of months hovering around two or three thousand dollars. And suddenly you’re on this emotional roller coaster where one month you’re convinced your business is about to take off, and the next you’re spiraling, wondering if the whole thing is falling apart.
If this sounds painfully familiar, you’re not alone. This is one of the most common struggles I see with coaches and practitioners who are past the startup phase but haven’t yet hit those consistent $10K or $15K months. You’re not brand new anymore. You know what you’re doing. You’re getting some clients. But the revenue? It bounces all over the place. And it’s enough to make you feel like you’re going batshit crazy.
Here’s the thing most people get wrong: when sales dry up, the knee-jerk reaction is to change everything. Cut your price. Overhaul your offer. Blame the algorithm. Rework your entire content strategy. But none of those things are actually addressing the real gap — the one thing that will make the biggest difference in creating predictable, consistent revenue.
Let’s talk about what that is.
Why Your Sales Are Inconsistent (It’s Not What You Think)
The main reason coaches and practitioners experience inconsistent sales comes down to one thing: the lack of a repeatable sales mechanism.
That’s it. It’s not your offer. It’s not your pricing. It’s not the algorithm punishing you. It’s that you’re relying on methods that simply can’t be repeated, tested, and optimized to produce predictable results.
Now, let me be real — I did this too. When I was building my business, I relied heavily on social media, posting content, running a podcast, having a free Facebook group. And it worked. But that was pre-2020, when there was a lot less competition and a lot less noise. The landscape was different. Organic reach was different. You could actually build a business almost entirely from social media and content.
We are in very different times now. The algorithm changes constantly. Reach is down. Engagement is down. It is genuinely hard to get traction with your posts, especially if you’re relatively newer to the space. And so if your primary strategy is posting on social media and sending emails and hoping that people buy, your sales are going to feel inconsistent. Because that strategy, on its own, is not a repeatable sales mechanism.
It might generate some leads. It might get you some clients here and there. But it cannot produce the kind of predictable, consistent revenue that actually allows you to run a real business. And that’s a critical distinction.
What Exactly Is a Repeatable Sales Mechanism?
A repeatable sales mechanism is something you can run over and over again — and test, measure, and refine each time — to drive consistent and predictable sales.
Think of it like this: it’s a defined system with a defined entry point, a defined path, and a clear next step. Someone finds it the same way every time. They move through it the same way every time. And at the end, there’s a clear call to action — book a call, apply for your program, whatever it is.
Here are some examples of what this could look like:
A live webinar. An evergreen webinar. A free challenge. A workshop. A live intro class. A VSL (video sales letter). Some kind of event — live or evergreen — that you can run on a repeating schedule and optimize over time.
Personally, I’ve always leaned toward live methods. I find that live converts significantly higher than recorded or automated formats, and the data backs that up. When people get to interact with you in real time — when they experience your energy, your personality, your vibe — they’re more likely to trust you and ultimately buy from you. Recorded content feels less personal. It’s harder to build that connection. And the conversion rates reflect that.
Now, the key word here is repeatable. This isn’t something you do once and then decide whether it “worked.” This is something you commit to running on a schedule — whether that’s every four weeks, every six weeks, every eight weeks — and you refine it each time based on what the data tells you.
This is what separates coaches who hit consistent revenue from coaches who stay stuck on the roller coaster.
The Power of Running It More Than Once
Let me tell you about a client of mine to illustrate this point, because I think it’s going to hit home for a lot of you.
This client put together a webinar. She worked hard on it. She promoted it. She showed up and delivered. And she got zero sales.
I understand how crushing that feels. There’s so much work that goes into putting together a webinar. The stress leading up to it is real. You’re wondering the whole time whether people are going to buy. And when nobody does, it’s deeply demoralizing.
But here’s the thing I told her: this is not a failure. This is a data point.
And I think this is where a lot of people get tripped up. They treat launches and webinars like a zero-sum game. They run it once, it doesn’t produce sales, and they decide it doesn’t work. They think, I suck. This will never work. I need to try something completely different.
But the reality is, the first time you run something, the goal isn’t to crush it with sales. The goal is to do it — regardless of the outcome — because now you have data. Now you have something to actually work with.
Going Through the Metrics
So here’s what I did with this client. I went through her metrics from top to bottom, starting at the top of the funnel.
Where was her traffic coming from? What did her registration page look like? How many people landed on that page versus how many actually registered? How many registered attendees actually showed up for the live event? How many booked calls afterward? What were her email open rates?
When you break down a webinar funnel like this, you can pinpoint exactly where the friction is. And what I found was two key issues: her registration page wasn’t converting well, and her live show-up rate was low.
So that’s exactly what we focused on for the next round.
Iteration Number Two
About eight weeks later, we ran the webinar again. But this time, we had made targeted improvements based on the data.
We redesigned her registration page and monitored it throughout the entire promotional period. We made a few adjustments along the way and got it converting at about 45% — meaning that for every hundred people who landed on the page, 45 were registering for the event. That’s solid.
We also added text message reminders, a live show-up bonus, an add-to-calendar feature, and a few other things designed to get people to actually show up on the day. The result? Her show-up rate went from 20% to 35%. That’s almost double.
And with those two changes alone, she generated five sales from that second webinar.
Was five her goal? No — she wanted ten sales per event. But we were halfway there after just one round of optimization. That’s massive progress.
Continuing to Refine
From there, we kept going. The next time she ran it, she got three sales. So we dug back into the data. Where was the new sticking point? What needed to be adjusted?
It took several more iterations to eventually hit that ten-sale target. And that’s normal. It’s not uncommon for it to take five to ten runs of a webinar before it becomes truly consistent and reliable.
But the payoff? It’s enormous. Because once you’ve dialed it in, you have a machine. You know that when you run this event, with this amount of traffic, you’re going to generate a predictable number of sales. Every single time.
Why You Need to Run It More Often Than You Think
One of the biggest mistakes I see coaches make is that they’ll run a webinar once a year. Maybe twice. And they wonder why they can’t get consistent results.
That’s simply not enough repetitions to get the data you need to optimize. You need to be running your sales mechanism frequently enough that you can actually learn from each iteration and make meaningful improvements.
This is why I recommend my students run a monthly webinar. The same webinar. Every month. We might rotate between three different titles or position it slightly differently, but the core content and structure stays the same. Because the more times you do it, the more data you collect, and the faster you can make it consistent and repeatable.
When I first started running my group program, High on Energy, I did a challenge every eight weeks. For a couple of years. Every eight weeks, same challenge, refining it each time. Then I moved to a webinar format, and there was a period where I was doing it weekly for six months straight. Every single week. Was that a lot? Absolutely. But I knew that the volume of repetitions would allow me to figure out what worked and what didn’t — fast.
And that’s exactly what happened. I was able to refine my sales mechanism to the point where I can now predict, within a reliable window, how many sales I’m going to make every time I run it.
The Urgency Factor Most Coaches Are Missing
There’s another critical piece to this puzzle that a lot of coaches overlook, and it’s urgency.
When you’re selling purely through social media and email, you’re typically lacking urgency. There’s no real reason for someone to act now. And without a reason to act now, people just… don’t.
Think about it this way. When you go to the store and oat milk is on sale for 25% off, you know that deal isn’t going to last forever. So what do you do? You buy four instead of one. You take action because there’s a deadline. There’s a real, tangible reason to act now versus later.
Every business uses urgency. It’s not manipulative — it’s how buying decisions work. And yet, so many coaches get uncomfortable with it. They say things like, “I don’t want to put pressure on people.” But here’s the reframe: you’re actually doing your potential clients a service by creating urgency. Because without it, they’ll keep putting off the decision that could genuinely change their life or their health or their business. They’ll stay stuck. Not because they don’t want help, but because there was never a compelling reason to take the leap.
A repeatable sales mechanism naturally builds urgency into the process. Maybe you’re offering a limited-time bonus for people who attend live. Maybe enrollment closes on a specific date. Maybe you have a special promotion that only runs during the event window. Whatever it is, there’s a built-in reason to take action, and that is a game changer for conversions.
What a Repeatable Sales Mechanism Actually Looks Like
Let me break down what this system looks like when it’s working, because I want you to have a clear picture of what you’re building toward.
There’s a defined entry point. Someone finds your event the same way every time — through an ad, through your email list, through a social post. They land on a registration page and they sign up.
There’s a defined path. After they register, there’s a clear sequence. They get reminders. They show up for the event. They watch or participate. And then there’s a clear next step — book a call, apply, enroll.
It runs on a schedule. Not just when sales feel slow. Not just when you’re panicking about revenue. On a cadence. Every four weeks, every six weeks, whatever works for your business. That consistency is what creates predictability.
It gets measured. You know your numbers. You track registration rates, show-up rates, call bookings, email opens, click-throughs. Over time, you start to see patterns. For example, with my challenge, I know that typically 3 to 4% of my email list will register. That number is remarkably consistent. So before I even run the challenge, I can look at my list size and estimate how many registrations I’ll get — and from there, how many sales I can expect.
It gets refined — not rebuilt. You’re not creating a new webinar every month. You’re running the same one and making small, targeted improvements. Maybe the email open rate dipped, so you test a new subject line. Maybe click-through was low, so you try a different angle. You’re tweaking, not overhauling. And over time, those small refinements compound into a highly optimized sales machine.
The Vending Machine Effect
Here’s the way I like to think about it. When your sales mechanism is dialed in, you become like a vending machine. You put a dollar in, you press a button, and something comes out. Every time.
You know that if you invest a certain amount in ads or lead generation, a certain number of people will register. A predictable percentage will show up. A predictable percentage will buy. And that allows you to make real business decisions based on data — not emotions.
When do you scale? When do you hire? When do you take a break? When do you increase your ad spend? These decisions become possible because you’re operating from numbers, not from the anxiety of wondering whether next month is going to be a good month or a terrible one.
That is freedom. That is what building a real, sustainable coaching business looks like.
It’s Not a Confidence Problem — It’s a Mechanism Problem
I want to leave you with this, because I think it’s the most important reframe in this entire conversation.
Inconsistent sales can feel like a confidence problem. It can feel like you’re not good enough, not visible enough, not working hard enough. When the revenue dips, it’s easy to internalize that and make it mean something about you as a person or as a coach.
But more often than not, it’s not about you at all. It’s simply that you don’t have that mechanism in place yet. You don’t have a repeatable, testable system that can produce predictable results. And that’s not a character flaw — it’s just the next thing to build.
Now, I’ll be honest — creating a live webinar or a challenge that actually converts is not something you want to just wing. There’s a whole psychology to selling through live events that goes way beyond just teaching good content. If you just put together a webinar based on teaching, you’re going to miss the mark. The structure matters. The offer placement matters. The way you handle objections during the presentation matters. All of it.
So I’d encourage you to invest in learning how to do this properly. Whether that’s through a course, through a mentor, or by joining us inside HCA where I actually look at your data and help you optimize your sales mechanism — get the support you need to do this right.
Because once you nail this, everything changes. The stress goes down. The predictability goes up. And you finally get off that revenue roller coaster for good.
If you’re ready to build your own repeatable sales mechanism with hands-on support, head to kendraperry.net/apply to learn more about working together inside HCA.
