I don’t “only” work with coaches, but having been successful in two other business ventures before I ventured into coaching, I know INTIMATELY the challenges of effectively packaging what coaches “do.”In order to make money consistently, coaches have to package the intangibles, including:
💲 access to themselves;
💲 their mental real estate;
💲 their own experience and desirability;
💲 a desired result; and
💲 support and accountability.
Unfortunately, most coaches simply package TIME. IF they are REALLY steeped in traditional coach training, they also try to package “the benefits of coaching.”
This shows up as packages that look like this:
PLATINUM PACKAGE
$XXXX per month,
4 – 45-minute coaching sessions,
unlimited email support.
If you are swallowing a big “gulp” of packaging shame right now, stay with me. You are SOOOO not alone. In fact, for many years, this is how coaches were taught to market, package and sell coaching.
And if you didn’t ACTUALLY have to make money, this would be fine. You could keep your current packaging, your complimentary coaching session offer on your site, and the obligatory “the power of coaching” page which reminds readers that the top in ANY industry hire coaches. =)
But, if you’re like me…
money wasn’t something that “would be great to make.”
Money kept my lights on and mortgage paid.
So, I had to make some. lol…
This meant that I HAD to do something different. After more than a decade of mentoring thousands of coaches, here, is an overview of what YOUR packaging must have in an effort to have people SIGNING up easily, effortlessly and enthusiastically:
💲 DESIRED RESULT.
Start with the client in mind. What do they really want? What RESULT do they really want? What are they SO committed to that they’ve decided to look into hiring a coach?
You want to LEAD with the desired result. Make it about THEM and what THEY are up to.
In pitching someone directly, you want to do this via email… beginning with RE-ITERATING and RE-AFFIRMING their goals. This will show that you GET them. If you’d like a template / sample of these pitch emails, message me: m.me/womenwhowow. If you’re creating a group offer or a standard package, you can STILL capture the top desired results people hire you to accomplish. If you’d like an example of this, you can visit me here: bmichellepippin.com/private-strategy-session
💲 WHY YOU?
I don’t want to bust any bubbles… but there are a LOT of coaches out there. Many (mistakingly) out there marketing FREE “coaching.” Many more (mistakingly) out there marketing cheap coaching. (Take a look at the MYTH of the CHEAP Coach here.)
So, you’ve got to REALLY define why they should choose to hire you as their coach over any and ALL other options they have at their disposal.
What makes you ideal?
And don’t even THINK that your certifications make you special. (Sorry!) Your clients don’t care about that. They care about one thing.
Are you the BEST
the RIGHT
coach to help them achieve their DESIRED result?
That’s it and that’s all.
So, what makes you the BEST person to help them? Here’s a small snippet of my own copy that answers this question:
“My company serves business owners and entrepreneurs from all over world — literally. We have mastermind members from coast to coast and thousands of subscribers from all industries referring to our content for guidance, encouragement and straight-forward strategies. We’ve done this PURELY with clever strategic moves, marketing muscle and a lot of hustle. There are NO magic pills. It wasn’t easy, but it was worth it. And YOUR business deserves to reach its full potential too. ”
What is YOUR statement?
What is your answer to “why YOU?”
(This is THE most important part of your packaging, which means your demeanor, energy, accessibility, EVERYTHING comes into play… it’s ALL part of the packaging.)
💲 WHY NOW?
In short, you want to be sure you’re calling out what is likely to happen if they DO NOT take (different) action. i’m not talking about whether or not they will miss out on your discounted rates. (I don’t recommend discounted rates.) I’m talking about what will LIKELY persist for them if they do not do something different?
Why Is NOW their time?
To start their business? Save their marriage? Rescue their health? Resuscitate their finances?
You want to lovingly,
and with ABSOLUTE integrity and honesty
let them know what is likely to PERSIST if they do not take action.
(Hint: The answer to this is what they are experiencing, tolerating, wanting to escape right now. )
💲 THE WHAT, HOW AND WHEN.
Now, you’ll notice that we’re FINALLY getting around to the “stuff” of a coaching package. The WHAT they “get.” The HOW they’ll connect with you. The HOW often.
Look, this stuff has to be mentioned, but it is NOT the point. So, feel FREE not to focus on it.
The WHAT is access and accountability. The WHAT is the desired result. The WHAT is all of the “stuff they want” summarized.
They get a partner.
They get a shortcut.
They get a champion, a guide, whatever.
The HOW is more the parameters of the relationship. DO NOT make this about time. Don’t even MENTION how much time you’ll spend with them on each call. (TRUST me on this. They do not want you to spend 90 minutes with them on the phone if they can have a breakthrough in 30.)
Coaching is NOT about the time it takes.
That is irrelevant.
Coaching isn’t about the time it takes,
but the DIFFERENCE it makes.
So sell / package the difference.
NOT the time.
(And also… people hire coaches to SAVE time, actually. So more isn’t necessarily an ATTRACTIVE feature.)
You likely will have A LOT of questions here, and I’m here for you. Just message me. M.Me/Womenwhowow and we’ll work it through.
Next time, we’ll going to go into DETAIL about the Blueprint for a 6-Figure Coaching Practice. For years I have mentored coaches in reaching — and surpassing — their first six-figures in income. This will cover the various income streams, the daily routine, etc.
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