One of the biggest fears that holds coaches back from converting followers into clients is the belief that selling makes them feel pushy. It’s a fear rooted in experience, most people have been on the receiving end of a cold pitch, a spammy message, or an aggressive sales push in their DMs. So when it comes time for coaches to initiate a conversation with their own audience, many hesitate. They don’t want to be “that person.” But according to Brian Mark, a multi-seven-figure coach and author of $10 Million Instagram Funnel: The Blueprint for Online Coaches, that hesitation can be overcome, not by abandoning sales, but by changing the way you approach it.
In his book, Brian offers a new lens through which to see sales: not as pressure, but as service. He explains that the discomfort so many coaches feel doesn’t come from the act of selling itself, it comes from trying to sell without first understanding. When coaches skip past connection and jump into a pitch, the interaction feels forced. But when they begin with genuine curiosity, asking thoughtful questions and listening before offering help, the conversation shifts. It no longer feels like sales. It feels like support.
This mindset shift is one of the core foundations of Brian’s DM strategy. He teaches that every message should be driven by intention, not urgency. You’re not trying to convince someone to buy something they don’t need. You’re offering to help someone solve a problem they’ve already expressed. The key is to lead with questions, not assumptions. Instead of opening a conversation with “I think you’d be a great fit for my program,” Brian suggests a softer, more engaging entry point like “Hey, thanks for voting on my story, what stood out to you?” This approach opens the door to a real conversation, not just a pitch.
One of the most powerful lessons in the book is that personalization is what builds trust. Brian emphasizes that generic responses like “I can help with that” do very little to create connection. In fact, they often feel just as hollow as a sales script. What works better is sharing something specific and relevant to the follower’s situation. For example, if someone mentions that they struggle with staying consistent during busy work weeks, a coach could say, “That’s something a lot of my clients deal with too. One of the things we’ve implemented is a simple, three-day plan that fits into any schedule, even when life gets hectic. I’d be happy to walk you through it if you’re open.”
This kind of reply does a few important things at once. It validates the follower’s experience, offers a clear and relatable solution, and extends an invitation, without pressure. It’s the difference between pushing a product and offering a path. And that difference is everything when it comes to building authentic client relationships through DMs.
Another powerful concept Brian addresses is the idea of consent in sales conversations. A major reason why coaches feel “salesy” is that they initiate conversations with an agenda. They go in expecting to sell, which can create tension and awkwardness if the follower isn’t ready. Brian flips this by teaching coaches to first determine readiness. He encourages coaches to ask questions that uncover the follower’s goals, pain points, and level of urgency. Only when the coach truly understands where someone is coming from do they introduce the idea of a discovery call. And even then, the invitation is framed as a collaborative step, not a pitch.
Instead of saying, “Let’s hop on a call so I can explain my program,” Brian recommends language like, “From everything you’ve shared, I really believe I can help. Would you be open to a quick call to explore what that could look like?” This subtle shift makes a huge difference. It signals that the call is about them, not the coach. It shows that the offer is based on their expressed needs, not the coach’s assumptions. And it invites participation, rather than forcing a decision.
Brian also makes it clear that authenticity and structure can coexist. Some coaches worry that having a system will make their DMs feel scripted or robotic. But Brian’s framework is flexible. It’s designed to support natural conversation, not replace it. In $10 Million Instagram Funnel, he outlines how to create message flows that guide the conversation forward while still sounding like you. He encourages using your own voice, your own stories, and your own style, just with more direction and purpose.
This is what allows coaches to stay consistent without burning out. Instead of writing every message from scratch or responding randomly throughout the day, Brian teaches how to batch DM outreach into focused time blocks. He shares how to track warm leads, follow up without being intrusive, and manage multiple conversations without losing your tone. The result is a sales process that feels good, for both coach and client.
Ultimately, Brian’s approach to selling through DMs is rooted in the same principles that make great coaches successful: listening, empathy, clarity, and service. When coaches shift their perspective from “closing” to “connecting,” sales stop feeling like a transaction and start feeling like transformation. The book doesn’t just tell coaches what to say, it helps them understand why certain approaches work, how to build relationships that lead to long-term success, and how to feel confident initiating those first messages.
For any coach who’s ever felt nervous about “sliding into the DMs,” this book is a game-changer. It proves that sales doesn’t have to be uncomfortable. It doesn’t have to feel manipulative or fake. When done right, selling is just a natural extension of helping. And there’s no better person to guide you through that process than someone who’s used it to build a multimillion-dollar coaching business from the ground up.
Brian Mark’s $10 Million Instagram Funnel is a reminder that you don’t need to be a high-pressure closer to grow your business. You don’t need to run ads or launch funnels to attract the right clients. All you need is a commitment to connection, a system that supports it, and the confidence to show up in your DMs with curiosity and care. The strategy works because it honors the human behind the handle, and that’s what makes it so powerful.
You can buy your copy of The $10 Million Instagram Funnel now!
To connect with Brian Mark and learn more about his strategies for online coaching success, you can follow him on Instagram at @therealbrianmark. You can also tune into his podcast, The Change Lives Make Money Online Trainer, or check out his YouTube channel, where he shares valuable insights and tips.
