The Ultimate Guide to Creating and Selling Premium Coaching Services
You started your coaching service because you wanted to share your expertise with others. Because you wanted to make a big impact on people’s lives.
You know you can help them completely transform their lives. Whether it’s helping them lose weight and be healthier, turn their failing businesses around or even help them overcome a dangerous habit.
You KNOW you can change their life.
That’s why you do what you do. To help people and be recognized for the work that you do.
Of course, the added benefit of a coaching service is you get to work closely with your clients. You get to give them hands on, in-depth advice and consulting. This raises the chances of their success because of the personalized feedback they get, something those online courses and books can’t do.
And with a personal coach, guiding them you can charge a premium price for your service.
Higher prices for your services means you need less clients to work with to make the level of income you desire.
Less clients means more time for you to spend doing the things you love. More time for your family and friends. More time for vacations and spa weekends with the girls. Simply put, more time for you.
For all those reasons, you jumped right into starting your career as a coach.
But it hasn’t quite panned out like that has it?
Instead of having more time freedom, you’re spending more time than ever trying to market your coaching and get clients.
There are so many different channels to consider.
Should you be doing paid traffic? Social media? Public Relations? Search Engine Optimization? Blogging? Video? Youtube?
The list is endless and leaves you feeling overwhelmed!
Where do you even start?
The next problem is the few clients that are interested in your services aren’t willing to pay you what you’re worth.
So while you expected a calendar full of clients, paying you top dollar for your services… it’s actually the opposite.
Your calendar is empty and the clients that you do have, are paying you only a fraction of what you wanted.
It’s frustrating and makes you question why you started this coaching business in the first place.
I get it.
I know how you feel because that’s exactly where I was when I first started.
I felt the same way.
Overwhelmed and frustrated.
That is until I found a better way.
A way to have an unending stream of qualified clients, willing to pay what I’m worth AND have the free time I desire to do what I wanted.
And today, I’m sharing the exact same plan that I used, and that I’ve successfully used with my clients to get them where they want to be.
Clients like Isi Aladejobi, who made $25K in 6 weeks, and Chichi Eruchalu, who had her highest grossing month just 4 weeks after working with me which was just under $10,000
This is the strategy I work with my clients on, so that they can create and sell their premium coaching services with ease, consistently
Below is what I call “The Ultimate Guide to Creating and Selling Premium Coaching Services”. And it is a step by step process you can follow to take your coaching to the next level.
Ready to get started?
Every successful, high ticket coaching service needs to have a solid, quality foundation.
And the basis of that foundation is YOU.
Ultimately, your success is dependent on you, and the results you can get for your clients.
The first step is to have a clear plan on the type of coaching that you will deliver.
To get started, ask yourself the following questions:
1: What am I selling?
Think very carefully about what it is exactly that you’re selling.
Drill down into the benefits of your service and the transformation that will take place in your client’s life.
For example, a nutrition coach isn’t selling diet advice.
No, you’re selling a healthier life.
You’re selling your client on being able to keep doing the things they love doing because they don’t get sick anymore. You’re selling them on being able to run around with their kids or grandkids because they’ve lost weight that was slowing them down.
The key here is to think benefits not features.
2: How much does it cost?
The cost of your coaching program is a very sensitive subject. You want to charge a fair price for your time and expertise but your clients still need to feel like they are getting more value than what they are paying for.
The important thing for your pricing is what is called value based pricing.
What is your service worth to your client?
If you are a business coach and with your plan, your client can earn an additional $100,000 per year… wouldn’t that client be happy to pay your $5,000, $10,000 or even $25,000 for your services?
So following on from the first step above, now you have to quantify what those benefits are worth to your clients.
For a marriage coach that can save someone’s marriage, saving them the heartache and stress of getting a divorce… isn’t that priceless?
3: Will I offer a payment plan, how much?
For high ticket coaching, a payment plan is always a good option.
You can offer monthly payments or 50% upfront depending on the duration of the coaching.
Another option would be to offer a discount to those clients that are willing to pay your fee in full upfront.
4: How will I structure my program?
What is your program going to look like? How long will the coaching be? 3, 6, 12 months?
Will you have a structured plan that each client goes through or a more dynamic, adaptable program that caters to individual situations?
Will you use recorded videos supplemented with weekly group calls? Or do live one on one training via Skype?
You can even offer unlimited support via email or IM and have a monthly call to catch up on progress.
The options are limitless so choose something that suits your personality and your time constraints.
5: What is the name of my offer?
Think of a name that communicates clearly what you’re offering.
For example, my one on one coaching program is called SALES IN 6 and it focuses on creating your premium coaching programme, booking consultations and mastering selling techniques, so that you can sell your programmes within 6 weeks or less which is clearly communicated in the name.
6: What is your offer about?
With the previous questions answered, you’re ready to define your offer. This is a short statement about what you do and what you offer.
Combine everything we talked about into 2-3 sentences that talks clearly about who you are and what you offer.
To get more information about how you can build a solid foundation, click the link and book a call to speak with me.
7: Be clear on your target market
So we’ve got the foundation of your coaching offer in place. Next, you need to be very clear on who you target market is.
Too many coaches I’ve met and spoken to do not have a very narrow, specific niche which hurts them.
By specializing in one niche you become the authority and leader in the market. Which allows you to command premium rates.
So to get clear on your target, answer the following questions.
2: Who are your ideal clients?
After your plan this is your most important step.
Drill down on not only who you want to work with but, also who you can help the most.
Build an avatar of what your ideal client looks like.
Think of things like, is it a man or woman, are they married, do they have children, where do they live, how much money are they making, what do they do for fun, what are their goals and dreams.
You need to get into the mind of your ideal client. The questions below will help you do that more.
An important factor of course is can your target market afford the premium prices you want to charge? If the answer is no, then you may have to go back to your offer and who you are targeting and tweak things.
2: What are 3-5 BIG challenges your ideal clients face?
The next step is to understand the challenges that are facing your ideal clients.
They are problem suffering from a lot of problems, so write out some scenarios of what that looks like for them, what is it that they are struggling with and think of some real life examples.
For example, imagine you’re looking through a window at your ideal client as they face the challenges they are struggling with.
What does that look like?
It’s important here for you to do this exercise because it puts you in the position of your clients. Be as specific and descriptive as you can be.
This helps you understand what they are going through, which helps you connect with them… making them more likely to hire you because you empathise with them.
8: What ONE main problem does your offer solve?
From your list above you can see your client is suffering from a lot of problems… but what is the one, single problem that you can solve for them?
Which of those challenges that you noted is it that keeps them up at night when they go to bed?
Tap into their pain points and see how your offer can align with those pains and be the solution they have been looking for.
9: The results you can deliver
So we understand now the struggles and pains of our market.
But they don’t just want to work with someone that understands them… they want to work with someone that can FIX their problems.
They want a solution, they want RESULTS.
So, what will your clients gain by working with you?
Answer the questions below to find out:
1: What are the benefits of your program?
This is similar to the benefits we discussed in the foundation section, so make a list of all the benefits, drilling deep into each of them to get to the root benefit.
The more benefits the better.
Think about what your client’s life will be like after they successfully complete your coaching program.
What is it they will be able to do, achieve or experience thanks to your offering?
Remember to talk about benefits, not features.
Your may offer a weekly 1 hour call but that is a feature of your program. The benefit of the 1 hour call is that your client gets 1 dedicated hour of one on one time with you to work through their stumbling blocks.
10: What is the main result or brand promise of your program?
Just as you narrowed down your client’s problems to one, single problem… you need to narrow down the benefits of your coach to one primary benefit.
Take a look at your list of benefits and compare it to the biggest challenge your clients face. Which benefit best fits the number one problem they face?
If you help people that struggle with diabetes and their biggest problem is they are tired of having to stick themselves with needles for insulin… There are many benefits to your coaching e.g. they can lose weight with your diet plan, lower their blood sugar levels and get more active.
But if the main promise you can make to them is that they will no longer need insulin… your primary benefit speaks directly to their number one problem.
If someone asked you, “What will I get out this?” or “What will I walk away with?” You’ve got to have ONE ANSWER, not a multitude of things.
Once you have done this you will be on your way to delivering a program that can actually solve the problems your clients have because you understand exactly what they struggle with.
11: Overcoming Objections
As with any sales process, your clients will naturally have objections to joining your coaching program.
The time to understand those objections and how to overcome them is NOT when you’re a call with your client trying to close them.
The time to do it is now.
So consider the following questions:
1: What are the main objections to the offer?
Walk through in your head the objections people will have to your offer.
Price is usually the main concern for people.
But if you followed the steps above, where we quantified what our coaching is worth to the client and then making them an offer that is too good to pass up in comparison to that value then this usually does not come up.
Think about other objections they may have, like they don’t have time to commit to a coaching program or they need to talk it over with their spouse.
List as many objections as you can.
Remember, you don’t want to be stumped during a sales call with an objection you didn’t think of… so spend the time now and it will pay off later.
2: How will you counter these objections?
The next step is of course to develop responses and plans for overcoming the objections.
Each objection you listed above needs to have a response that will assure your client they are making the right move in hiring you and move them closer to booking your client.
Again, the time spent here rehearsing and practicing your responses to objections will pay off in the end.
Handling objections is the crux of closing high ticket clients, your entire coaching success depends on being able to overcome your prospect’s objections. click here to learn more and book a call to speak with me about how you can create and sell your premium coaching program.
12: Close the sale
You’ve got a great offer that provides genuine value to your client. Value you that you have quantified and your client agrees he’s getting much more value than he’s paying.
But now it’s time to close the sale.
The best way to do that is to add bonuses to your offer to make it a “I would be stupid if I didn’t take it” offer.
Think about what you can add to the plate to push them over the line and make your offer even more compelling.
Maybe you can offer them a free copy of your book for signing up, or include an extra month of coaching.
Anything that you can add to sweeten the pot for your clients works.
The next tactic for closing the sale is adding in an element of scarcity.
Using limitations such as a time limit for registration, limiting the number of people you sign up or even letting them know that the price of the program will increase soon.
This all adds a sense of urgency and scarcity, moving them closer to the sale.
But be genuine.
Don’t say you only have 5 spots available for coaching and then take on 10 students. People will know and your integrity will take a hit.
Be honest about why you can only take on 5 students right now.
Scarcity and urgency are key to closing the sale so be sure you think about how you can add it to your offer.
There you have it, the five critical elements to a successful premium coaching service.
Of course, having someone hold your hand and guide you through the process makes it that much easier and increases your chances of success.
So why not book a free strategy session with me and let’s have a chat on how I might be able to help you create your own premium brand coaching service.
Here’s what you’ll walk away with after our call
- Stunning packages & services that sell themselves
- A simple strategy for creating high end clients
- Solutions to obstacles holding you back from building a prosperous business
- Clear goals for your business you will love
See you on the call
Client Enrollment Strategist