Tips for creating a coaching package that sells
The cornerstone of any coaching business is your coaching package – it’s usually the main way you generate income and of course, help people in your own special way!
But creating a coaching package that sells isn’t quite as straightforward as it seems – I see loads of coaches making the same mistakes I made when I started out, but with a few tweaks you can supercharge your coaching programme and convert more people into clients!
Focus on the outcomes not the benefits
This is proper old school biz advice, but it’s worth repeating! What a lot of us coaches do is we brush over the outcomes, i.e the changes and transformation our coaching package will help people achieve and instead we focus on the features – things like how many sessions are included etc.
It’s really important that you’re clear on the problems you’re solving for people with this programme – they should be crystal clear. Use bullet points if needed and try and use the same kind of language your potential clients use themselves to describe their problems. So instead of saying ‘this programme will help you feel more vibrant’ – you might say ‘this programme will help you get your shit together’.
Keep it simple
A lot of coaches end up with a package that actually has 3 different levels or multiple packages all with different price points – usually because of a fear of not selling something if we just make the decision to have one package at a certain price point and we want to have cheaper options. Some of this harks back to the whole give em three options and they’ll always choose the middle thing.
Nope – give them too many options and they get confused and walk away!
We need to make saying yes an easy decision, and complicating it with lots of options does not make that easy.
Like with everything in business, there is room for testing out strategies with this, but if you can, keep it simple and stick with one package and one option.
If you do create more options you have to have clear differentiators in place that are not just related to the features of each option.
For example, you might have a shorter package that only includes two sessions and a longer package that includes six. If that’s the only thing that makes them different you’d better bet people will choose the shorter, cheaper option.
You need to differentiate those packages based on their outcomes and the problems they solve – perhaps option A gets them to a certain point in their journey and option B gets them much further along.
Get the length of the package right
There used to be a thing where all typical coaching packages were a standard six months. That’s how I started out with mine until I found that all my clients where actually achieving their goals in four months!
Yes, there’s a financial benefit to running longer packages, but really we want to be more focused with how long we need to work with people.
There’s no rule around how long your package should be, but it should be reflective of how long it takes to get that transformation for your client.
If you’re a new coach some of this might be guess work and that’s ok, but the key thing here is that the length of package should be a decision based on what you do, not just an automatic 6 months.
Create a sales page
Yep, your coaching package needs a sales page! The design of your sales page is key to helping people take in the key pieces of information and not get overwhelmed. It doesn’t have to be over the top, in fact keeping the layout simple is key, but the information should be designed in a way that guides people through properly.
This is more of a copy tip for your sales page, but you should be including a section where you address people’s objections. This can be a section of the sales page or the FAQ’s. Think of what might hold people back from booking with you, can you talk them through those things? For example, they might be concerned that they’ve tried lots of other things to help them with their problems so why should coaching work – you can respond to that by sharing testimonials, your methods and why coaching is wildly different from other things they could have tried.
A good call to action and enrolment process
Your coaching package should have a very clear and straightforward ‘next step’ or call to action – this might be ‘book a call with me to see if this programme is right for you’ – a link to an online booking calendar here would be great. Then once you’ve had that call with them you need to know exactly what the enrolment process is so you can get that going as soon as possible.
Just to note that your free call on your coaching package page might be a different kind of call to a free call you offer solely as a sales mechanism.
Overall, any coaching package needs to be clear about three things:
- The problems you solve
- How you solve them
- Why having them solved is going to make your clients life better
Clearly communicate these things and you’re sorted!
I could talk a lot more about coaching packages – we actually cover a lot more inside my Create Your Coaching Biz Course as it is a fundamental element of your business you want to get right!
I’d love to know if you’ve found these tips helpful – what does your coaching package look like? What problems do you solve for people?
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