CHAPTER 4
Craft Your Offers
Now that you know your audience, the next step is to define your coaching offers. This is where you detail out the format, the duration, the type and number of your coaching modules, and the kind of revenues you want to generate.
Why Do You Need A Framework?
Structuring Your Offer
Here are a few things to help you create a structure.
We recommend using the (DSP) Desire-Solution-Package Framework to create your coaching packages. Read more about this framework here
Where To Start?
- Do your research on pricing: Check for similar offerings in the market and account for the time, resources, and efforts you put into structuring your course.
- Create your package: Decide what you are going to offer your clients in an enrollment call. This is your answer to how you will help them. Do you offer individual sessions or an 8-session package? How much is that priced at? Is there a value differential in terms of price if people go for more sessions? How do you conduct those sessions? For instance, your package could be 10 life coaching sessions of 1 hour each delivered via zoom.
- Have more conversations: Practice makes perfect. As you have more and more enrollment conversations you’ll realise what offers work best for you and your clients. What gives you the most value for your time and the most number of conversions. If need be, don’t hesitate to course correct.
Your work is done here; all you need is a client. But, how do you get your first client? Find out in the next chapter!
It’s time to put learning into action. Let’s start creating your coaching package! You can use the template below.
What is the structure for your course? | Cell |
How many sessions do you offer in this package? | Cell |
What type of interaction will you offer? | Cell |
Are your sessions online/offline or a mix? | Cell |
What is your price for this package? | Cell |
How can people get more value? | Cell |
CHAPTER 5
Get Your First Client
Your very first client will always be special. Being coached is a significant investment of money, time, and emotions and for your first client to show their confidence in you is a big deal!
There is no one-size-fits-all strategy for client acquisition.
Each coach has a unique offering and hence needs a different strategy to reach out to potential clients.
However, here are a few tried-and-tested ways to get the ball rolling.
- Use the power of digital media: Social media is the most effective tool at your disposal. You can create lead generation campaigns, use analytics to monitor who is engaging with your content, and reach out to your potential audience in many different forms - emails, blogs, newsletters, in-app videos, memes, and so many amazing ways.
- If you want the work, network! Networking is the key to all things great. There’s no other way to put it - know people and let people know you! Be active in different circles, be regular at attending events, conferences, and workshops. Start by setting personal targets like attending 2 events per month. Help others in whatever capacity you can and then let karma play its game.
- Build a personal brand: Be known. Work on getting the visibility you deserve. Invest in creating something unique and add on to your brand value. Also, the good old rule of quality service every time. More detail in the following chapters.
- All you need to do is speak! Look for opportunities to deliver a winning pitch - in the elevators, at social gatherings, at speakership events, anywhere where you have access to your potential clients. If possible, give a workshop or seminar on your topic of expertise. You’ll position yourself as an expert and be the first choice of attendees looking for that kind of support.
- Read that data! Analyze the different sources of leads. Segment the type of audience interested in your courses and build customized messages and offers for them. Use insights for allocating promotion funds. Set-up automated campaigns for email marketing.
- Create free content: The idea is to share your knowledge without adding a transaction. For example, at Evercoach we publish high-value content, like this guide, every week. This is available at no cost for everyone. We also have great video content on our YouTube channel, our podcast, blogs, and more coaching guides like this one! All freely available. A content channel like this will also help you gauge the response of your potential clients and become a lead-gen funnel
How To Enroll A Potential Client
So, a potential client has reached out interested in working with you. What’s next?
Schedule a brief one-on-one call to discuss expectations with your potential client before closing the enrollment. This is a free discovery call of hardly 15-20 minutes to evaluate the possibility of working together. The reason here is simple; when the right person experiences what coaching with you means, they are more than willing to invest in paid coaching.
This brief call is my elevator pitch - not too detailed but just everything that ensures the client can trust me with their problems. Don’t get into explaining the details of your offers, you should have a landing page or a ready template to be shared on mail. The call is about building trust and showing value for your client’s money.
Take time to prepare a brief pitch. Write it down, crunch it down, practice it aloud, and perfect it with every revision.
Soon you’ll start to anticipate the questions on call and will learn how to tackle them with practice.
Confidence is the key here, if a prospective client has agreed to get on a quick call, chances are that he/she is already convinced to work with you and is considering this to be a formality or a first step.
Get comfortable conducting client calls and especially with talking about your methodology and offer. This will help you overcome any fears and ensure that you don’t “freeze” when you come to the end of your discovery call.
But why should clients be interested in you? What do you stand for? What is the brand ‘you’? Let’s discuss that in the next chapter.
Find yourself a friend or colleague who acts as your client on a call. Do a full role-play of a discovery call. Sit in separate rooms to make it formal. Do a call together and time it - 15 minutes!
So, did you convert your client?
If yes - well done, you!
If no - reflect! What went wrong, what could have you done better? Were there things you didn’t know definite answers to? If yes, do you have the answers now?
Repeat this exercise every week till you ace it.
Do you freeze every time you’re about to make a proposal? Here are 5 quick tips to turn fear into action and nail that enrollment.
CHAPTER 6
Build A Personal Brand
5 Ways To Build Your Brand
01. Create a website or a social media presence
Having a kick-ass website that reflects your personality is great, but for first time coaches it can be cost intensive. If you can create a one-page website, great! Give it the tone you’d like to be associated with. List down your offers with a call to action. Share a little about your personal story and let your clients see the real you behind your content. However, if building a website isn’t feasible financially in the beginning, create a social media presence on the channels where your clients are. Have a detailed Facebook business page or create a beautiful Instagram grid. Build a resume on LinkedIn if that’s where your target audience is.
02. Build a tribe
Connect with like-minded people who believe in the same vision as you. Look for opportunities to co-create something together. Something like a podcast series or maybe a blog together. Help each other grow while working towards your respective dreams
03. Market yourself
Explore options like content marketing, conducting demos, being guest speakers, building a social media presence, and digital marketing to get visibility and create a strong online presence.
04. Build trust
Let your work do the talking. Aim for client delight and not just client satisfaction. Deliver quality work and on time.
05. Don’t hesitate to reinvent
We outgrow our visions and are evolving every minute. It’s not just a need but a necessity to continuously reinvent to be a better version of ourselves. So, keep learning and charting your own path.
