3 Simple Steps to Create an Irresistible Coaching Offer

there's one bug bear which I've got about the coaching industry and that is that I see a lot of coaches come out of getting their certification or out of a coaching Academy and they're kind of given a little shove and told to go and get clients and one of the most common things which I see them struggling with is about how to communicate the amazing work that they can do as a coach for their clients so this is why it's super important to ensure that you have some kind of a compelling offer that you're able to put into your marketing and into your sales message so that you can convey to the client what it is that they're really buying basically in short coaching clients aren't buying the coaching which you deliver they're not buying sessions they're not buying time spent in a room with you talking about their business or their life or whatever it is that they're getting some help from you around what it is that they're buying is some kind of a transformation some kind of an outcome so rather than making this about you and what you do as a coach you've got to figure out how to make it about your clients and what results they get from your coaching so I'm going to try and break down just three really simple steps about creating an irresistible coaching offer so that you're able to articulate the amazing work which you do to potential coaching clients first of all it's worthwhile me emphasizing why it's important not to sell your coaching by the session or on a per session basis now I know this seems like a bit of a weird way to start this video off however I see this as one of the biggest mistakes which coaches and therapists make when they're first starting out they think that their time is is the thing which is important and therefore that's where they feel the value exchange happens when they're sat down actually coaching a client it's not that and the reason why a lot of coaches get caught in the per session or per time sort of time for money type trap selling their coaching by the session is because they feel or they calculate their potential earnings based on the number of sessions which they deliver each and every month so let's say for example if you're charging $100 an hour for your coaching and your goal is to make $4,000 a month well therefore it means you've got to sell 40 sessions and it doesn't matter who those sessions are for or what results happen within those sessions or how many times a client books sessions with you the only goal which matters when you're selling by the session is you as the coach selling more sessions that makes it all about you and paying your mortgage and putting food on your table whereas we all know as coaches the goal here is to create a transformation for the client and it doesn't matter whether that happens in one 30 minute session with you or whether it takes a weekly session for an entire year before they start to see that transformation the value exchange happens based on that transformation so here's the first of the three simple steps when you're productizing any kind of service but most importantly coaching you got to really heavily focus on what is the dream outcome which you're going to be delivering for your clients so let's take for example if you're a fitness professional um or a personal trainer it might be that your client's dream outcome is to to lose a stone and a half in weight it might be that they've got some kind of competition coming up let's say for example they're going to be running their first 5 or 10K so the anchor there is to get focused on that outcome delivering that transformation so that they can confidently run their 10K or so that they can confidently feel empowered to lose weight in whatever shape or form that takes it could be if you're a life coach for example and maybe one of the assessments which you do with your clients before you start working with them is something called The Wheel of Life so you're looking at their career their love life their relationship with money and the various different aspects of The Wheel of Life I think there's eight different points on that that Circle and you're grading each one of those functions on a SC out of a scale of 1 to 10 and it might be that maybe you're focusing on one specific area of their life to get started with so if maybe their love life was a 2 out of 10 the goal through working with you as a life coach might be to help them achieve an eight a nine or a 10 out of 10 in terms of their love life now that might not necessarily mean finding a partner could be getting happier in their existing relationship or it could be being content being single that acceptance of the fact that they're okay on their own could be the transformation which that individual needs in order to thrive so Focus really heavily on what the dream outcome is that you're delivering specifically for the client and remember it's not tied to the amount of sessions which you deliver the client is buying the transformation not how many sessions there are selling by the session is only within your best interest as a coach so that's why we don't sell it that way way we only sell the dream outcome from the client's perspective the second thing that you then want to consider is can this outcome be delivered over a clearly defined period of time the typical way and Rich litvin talks about this in his amazing book The prosperous coach Rich litvin is one of those coaches that I look look up to massively and it's well worth checking out both his podcast and his YouTube channel because he's got some great interviews on there and he's he runs some fantastic courses but he always talks about once you've identified that dream outcome for a client that the client needs to know what the rules of engagement are how long this transformation typically takes and that's the keyw I want you to remember here the the most common thing I get back when I start talking to coaches about how long the transformation takes to deliver for their clients is it depends and actually at Fearless HQ we've banned the two words it depends now it's a swear word you'll actually have to put money into the fines Kitty if I hear you say it depends to me or or any of our coaches the key word here that we're looking for is on average you're going to like result are a bell curve you'll get some outliers where you get really super fast results you'll get some clients where the results take longer but 60 70 80% of your results will fit into this small narrow part of the bell curve and Rich says that most coaching Transformations typically take place between about month 3 to 6 so you want to think about creating maybe a 12-week transformational coaching program up to a six-month coaching program the other thing what she says as well is that if you're coaching too intensely with a client that that can also be quite detrimental to the client's progress they can feel a certain level of stress and pressure if your sessions are happening too happening too regularly with them for example and they don't have time to implement or they feel that they've got to bring too much homework to each session you know after they've had a session with you and running into the next one so you've got to get the balance right in terms of the overall length of time the transformation takes and also the Cadence which you're using to deliver your coaching over that period of time so if for example a typical transformation and we're talking here you know mind body and spirit whatever that transformation looks like with the individual if that transformation takes six months well actually doing weekly sessions for six months is massively intense that's 24 sessions and it doesn't a week really passes by quite quickly so it doesn't give people quite enough time to be able to implement accordingly so what Rich suggests is that if you're going to do a six-month program an appropriate Cadence might be roughly doing an hour to 90 minute session once a month or maybe once a fortnite absolute Max but no more than that if you're doing a 12we program then it's likely to be a little bit more intensive the results happen faster there could be a deadline looming which is also helping to contribute towards when that outcome needs to be delivered by so you might want to do either sessions every 3 weeks maybe once a fortnite or you could potentially do some weekly but what he says is don't do the entire program weekly cuz it still can be quite intense maybe for the first month of a 12we program you would do weekly sessions and then you would start to break out to maybe fortnightly or every 3 weeks after that that just gives your clients enough time to be able to implement in between sessions and the key thing here is create that lasting change what you're trying to do through your coaching is to empower your clients to be able to get into the habits of doing the things which are going to make a difference to them which even when you stop working with your clients that they feel empowered to carry on doing the work uh on their own that you were doing together and so it creates that lasting change it creates better results for clients longlasting results and also most importantly they feel they're getting value for money imagine that you not being around and the client still feeling like they're benefiting from the coaching work which you did together so what have we got so far we've got one ensure that you're creating that dream outcome for a client and the second thing you want to be focused on is being able to deliver that outcome over a clearly defined period of time and like I said there are occasionally outliers in my own program we've had somebody get a return on investment within 5 days bit of luck good judgment and timing things like that but they needed they had a couple of um sales calls coming up we did their coaching on a Wednesday they had two sales calls uh on the Thursday and Friday after the Wednesday session and then by Monday they'd signed up two clients which gave them two times the return back on what they' had actually invested in the program that's really unusual results don't normally happen quite as fast as that we normally fit into that sweet spot of 3 to six months we did also have another client at the completely other end of the spectrum where by her dream outcome she had a really clear idea about who her ideal client was and was really focused it was one very specific organization that she wanted to work with in the end it took her 12 months in order to be able to um get that client on board she was super pleased and the contract ended up being I think it was about £180,000 so about $240,000 just for that one single um contract and in her words it was worth waiting for but like I said those are outliers a majority of clients typically fit into this sweet spot of about 3 to 6 months which is really where I feel most coaches need to operate around I think if any shorter than that you're rushing things any longer than that and you're probably serving your own sort of benefits there by getting this person locked into long-term sort of coaching plans and there is a balance to be had and you need to discover really what's going to work best for you in terms of those outcomes and the length of time so the third thing that's really important when you're creating that sort of irresistible coaching offer is then the price and this is where I think a lot of coaches tend to get unstuck a lot of coaches when they're setting their prices base their prices based on their own internal value system and their own relationship to money and perhaps how much they would spend on something and the challenge with that though is that as a coach you're making a decision on behalf of all of your client base at that point and really what you want to do is just test and measure test and measure test and measure I don't know who it was that made up this rule but once upon a time somebody said you could only put your prices up once a year and maybe by 5 or 10% if you're feeling really Brave the reality is with something like a coaching program this is the same for any service business if you're watching this and you you you're not a coach but you run a service client business you can test your prices out almost on a daily basis if you want to if you've got enough sales calls or consultations coming through I don't recommend doing it quite as often as that because it starts to get one a bit confusing to administrate lots of different price points the other challenges as well if prospects start speaking to one another and everybody's getting different prices it could be quite confusing and potten put you in a bad light so again there's a balance to be had here but let's say for example if you enroll your first 10 clients onto your I don't know six-month transformation program coaching program first 10 clients at I don't know 3K that might give you the confidence to then be able to start to elevate your prices I suggest initially when you're first starting out that £1,500 so about $1800 is a good sort of starting point on a 12we program and probably around about £3,000 so about $35,000 for a full six-month coaching program enroll your first few clients test and measure get some feedback start to get some reviews and case studies and testimonials for the clients that you've worked with all of this will bolster your confidence as a coach and then you can look to start to adjust your prices so if you've managed to enroll I don't know 10 clients in the first three months and everything's going well it might be that and you're on a six-month program it might be at that point you could jump from let's say $3,000 up to maybe four and a half or five or $6,000 for your next 10 clients then test and measure gather the feedback see whether the clients are getting remarkable results as per what you've promised and agreed with them and you know take that feedback and then use that to kind of feed the machine if things are going well you could look to increment your prices again there's kind of I want you to remember there's no Harden fast rules here for how much you should charge for your coaching what you want to think about is what economically Stacks up for your business if you've got too many low-paying clients you're going to need so many clients in order to hit your financial objectives if you're charging too much it might be that you find it really hard to find the Right audience to pay those really high coaching fees so again there's a balance to be had here I'm of the very firm opinion that the ideal coaching practice looks like doubly income with half the clients which means you need to be at the upper end of whatever it is that you feel confident sort of charging even just ever so slightly outside your comfort zone because that means you're learning you're growing into those prices as you start to work with more clients when it starts to become comfortable that's normally good indication that you should be looking to increment your fees so there we go so there's the three ways to create an irresistible coaching offer so first of all focus on what is the dream outcome you're delivering for your client the second thing is can that be delivered over a fixed period of time and the third thing you need to set a fixed price for that one caveat to this sometimes people want to talk about offering guarantees as a coach I'm very much of the um opinion that you do when you sign up to an ethical and moral code of conduct a way that you operate with it then and as a part of that there are no guaranteed outcomes now there are certain um areas of coaching which tend to be a little bit more predictable than others but my view is that anything which is related to the mind the body the spirit those sorts of things it's very hard to offer guarantees and I'd probably avoid it if you could guarantees can come across as a little bit gimmicky uh trying to attract clients in with money back guarantees and things like that what I prefer though to look at is uh around perceived value so what you're looking for is that uh during the coaching or um certainly when you get to the end of the coaching to ask the client whether they've had value for money from the coaching work that you've done together what's their perceived value and what's their perceived return on the investment which they've made now again majority of the time it's going to be good if you don't ask for that feedback you'll never know sometimes you ask for that feedback and it can come across as a little bit you know bit strong sometimes people have got opinions on what your coaching was like and whether they really got value for money from it I'd probably avoid guarantees initially especially if you're starting out as you start to get more experienced and get sort of um more consistent results with clients you can start to introduce guarantees but like I said don't do like fully blown 100% money back guarantees on stuff make your guarantees based around the perceived value that your coaching clients are going to get when they work with you and obviously things which swing the odds in your favor in terms of success if you work with similar sorts of clients week in week out monthin month out you're going to start to get more consistent results s if with those clients you're working on similar things you don't stray too far outside um your area of expertise your and training again you're going to find that your results will be much more predictable and much more consistent if you start to broaden you know the type of client you work with and the sorts of things you're helping them with and fluctuate in terms of time scales and stuff like that you'll start to see that the results that you get will become very inconsistent unpredictable and you'll start to create some sort of more unhappy clients and obviously what you want to do is avoid that so long as you're focused on getting that dream outcome for the client trust me things will always be good and then you should be able to take those three things and be able to articulate that through your marketing through any emails that you're sending out to prospective clients through any videos which you're doing most importantly um when you meet somebody and they say oh this sounds interesting this coaching thing so tell me what do you do you're able to easily articulate it so what that sounds like is we help coaches create their first 10K months within 12 weeks without doing any great deal amount of social media marketing so it's not the best most well-formed example but you get the idea so we helped this specific Niche go from A to B nothing to 10K within this predetermined um time period and then you also want to think about what's their comfort food what's what's going to get them stuck so in this case a lot of coaches think they got to be out there blasting out on social media day in and day out I know that there's a better way than that which you can see in one of our other videos I'm sure uh which we'll share a link to below uh one particular way is Partnerships that's um well worth checking out that video if you get a moment and then obviously for a fixed fee so if you're interested to know a little bit more about Fearless business and what we get up to we do offer a free coaching session um you're welcome to go and check out the link in the description below I'd love to have a conversation with you and if you've got any questions following up um from this video please do feel free to drop them into the comments I love hearing from our viewers uh it helps me also to decide on what my next video is going to be about so drop a question in you may see that in a future video