In this episode of Beyond Private Practice, I’m pulling back the curtain on why selling coaching often feels hard for therapists, helpers, and healers — especially first-gen Latinas and daughters of immigrants — and how to reframe selling so it feels ethical, aligned, and confident.

You’ll hear my own journey of unlearning therapist conditioning that made me feel small, neutral, and invisible — and why I now believe selling is an act of service, honesty, and sacred leadership.

This episode is for the therapist who:

• Feels uncomfortable or guilty about selling coaching services

• Worries about being “too self-promotional” or pushy

• Questions whether her community can or will pay for her services

• Wants to understand how to invite clients in without sacrificing integrity

Here’s What You’ll Learn:

• Why therapist training teaches us to fear self-promotion, marketing, and sales

• How the narrative that “our community can’t afford our work” is something to unlearn

• The three core belief shifts I teach clients so they can sell coaching ethically:

• A real-life example of a client who overcame fear of being seen, shared vulnerably, and booked her first dream coaching client — without proving or pushing

If you’re a therapist, helper, or first-gen Latina who’s craving a business that reflects your values and allows you to work with aligned clients confidently, this episode will give you the mindset tools to stop hiding and start selling coaching with integrity.

How to Work with Liz: Private 1:1 Coaching — July and August start dates now open: Apply for Private Coaching Here Follow Liz on Instagram: @thelizfernandez Learn about Liz’s offerings: https://thelizfernandez.com Join my email community for grounded, identity-led coaching insights I don’t share anywhere else: https://thelizfernandez.com/email