KALID LLOYD
Former Pro Athlete | Mental Performance Coach
Identity coaching | Landing page | Business strategy | Sales strategy
“I went from zero clients to seven. But more than that, I stopped doubting myself.”
Kalis Loyd, Former Pro Athlete and Mental Performance Coach
Kalis Loyd was a star in the making when we met her. A former pro-basketball player in Sweden, Spain and Texas, with a fantastic story of overcoming injury to continue performing, and newly recruited for a well-known reality show in Sweden, Kalis made “overcoming” into her middle-name.
So when it came to starting her coaching business there were no doubts she would get it up and running in no time.
We were not wrong.
We knew she needed direction and an easy to follow step-by-step process to get things going. She was not short on motivation and discipline.
When we met, she had just started out and had no paying clients. She knew she wanted to coach, but she did not know how to translate her skills into a business that felt credible, with a clear positioning and a way to close sales.
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“I didn’t know where to start. You helped me see that I had to start with myself first. Who I am as a coach, and how I speak in my own voice”
Kalis Loyd, Former Pro Athlete and Mental Performance Coach
Starting from zero
Before our work together, sales felt annoying and uncomfortable. Marketing felt foreign. Money still felt personal and did not feel easy talking about it in a business context. Like many early founders, Kalis was trying to learn everything at once, carrying the pressure of needing to know it all before taking action.
With self-doubt and impostor syndrome, the usual suspects when you first start a business, she ran the very real risk of staying stuck in preparation mode, doing behind-the-scenes work instead of the work that actually moves a business forward: getting out there, generating conversations, creating sales opportunities and closing them.
On top of that, the reality show’s tight deadlines meant we needed to clarify her brand, story and the PR kit in just a few weeks, AND have everything professionally designed and written just as the show was being aired on TV. Talk about performance under pressure!
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I think it would have still had me doing busy work versus doing real work, not taking those steps to have calls with clients, being open to rejection, being organized, and putting proposals together
Kalis Loyd, Former Pro Athlete and Mental Performance Coach
Building the foundations
We started by setting up the foundations. Together, we worked on:
🔶 Clarifying her identity as a coach and translating that into a clear positioning
🔶 Creating her website, PR kit, and offer so prospects could immediately understand the value proposition
🔶 Designing an easy-to-follow sales process that was aligned and felt healthy
🔶 Reviewing pricing and proposals and role-playing so money conversations did not feel awkward
🔶 Setting up a pipeline and a simple follow up process so that she can stay consistent
🔶 Creating lead generation through 1:1 focused conversations, not lost in the overwhelm of chasing “empty” leads
Just as important, we worked on accountability and confidence. Giving herself permission to want more. Setting targets. Trusting that she was doing the right things, in the right order.
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“I have lots more obtainable goals and a clear direction on how to get there. But it’s like as long as you know the direction you’re going and you put one foot in front of the other, it’s completely magical versus putting in a whole bunch of side steps, pivoting from right to left and you’re just treading water, you’re not getting anywhere”
Kalis Loyd, Former Pro Athlete and Mental Performance Coach
The shift that mattered most
The most immediate result was relief. Relief from imposter syndrome. Relief from the belief that she needed to have it all figured out before starting.
To counter the doubt, we immediately put in a process to document and keep track of all the great work she was doing with clients. Notes and reflections became a core part of how she worked, allowing her to track progress, document client change, and define her own process over time.
“Without notes, I don’t have evidence. With them, I can see the change I’m helping create”.
Tangible results
By the end of our work together, Kalis had:
📙 Signed 7 paying clients after starting with none
📙 A professionally built landing page, PR kit, and a clear offer
📙 A defined sales and follow up process
📙 Retained clients with a clear path for continued work
📙 Clear financial and client goals, with a direction she trusted
Who this work is for
As Kalis reflects on as well, this work is for committed business owners. People that are ready to go 100% in and try everything out, so that they can at least have a place from which to make an informed opinion of what’s right for them or what should be adjusted. If you try nothing, or everything at once that’s where the overwhelm and the paralysis creep in…
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“Also, believe that once I decided to work with you guys, I decided to do that full on out. So whatever exercise, whatever questions, anything that you had for me, I wanted to do that 100% out. Because then I can say at the end that I did everything I could and everything they did, it worked or didn’t work.
But if I would have half-assed it, I would have probably not had the same results. So I went in with the mindset that I’m trusting them 100%, and then we’ll evaluate in the end.”
Kalis Loyd, Former Pro Athlete and Mental Performance Coach
