It's customary to have multiple packages or offerings in business. It's no different when it comes to offering coaching programs for your clients and they should range from free or complimentary to high-end VIP days or mastermind retreats. By doing this, you're setting up a platform to help new potential clients move from “getting to know you” to becoming a “raving fan” more easily, as well as ensure positive cash flow and multiple streams of income in your business. This process is what creates your coaching funnel.
In order to start your coaching funnel planning, make sure you have multiple programs in place. You may already have many of the pieces. The key to the success of these working is to put a strategy in place so that you can turn your prospective client into a paying client. So let's get started. One of the easiest ways to start your funnel planning is to begin documenting all the products and services you currently offer, such as:
Free webinars or workshops
Free call days
Current coaching offers
E-books and other resources
In terms of pricing, think about how you position your offerings. Complimentary to lowest-priced products will be what leads clients into your funnel. For example, you blog post, email list, or challenge could be the first point of contact with your potential client. You might even host a complimentary monthly call during which anyone can ask you questions related to your area of expertise. You can create offers for people to reach out to you on your free call days. This is a discovery call or strategy session where a potential client can pick up the phone for a short (10 to 15 minutes) one-on-one session with you. During that call, if it's a good fit, you should make it a point to offer one of your paid programs, leading her further into your funnel.
It’s very likely that if the first time a client pays you, it will be for a low-cost, self-study program, eBook, or other similarly priced item. It’s rare that a potential client will love your free offer so much she’ll jump right into your highest-priced program without first getting to know you a little better.
With that in mind, you’ll want to make sure your mid-priced products and services have exceptional value and is delivered flawlessly. New customers need to know that you can and will deliver a top-quality, polished product.
Offering self-study courses will definitely pique their interest as well as help to move them to the next phase of your funnel which is your coaching program. Whether it's an entry-level email coaching, a group or one-on-one offer, you're building a solid foundation to create a lasting relationship with a lifelong customer.
Please note, if you map out your funnel and notice a huge gap between offers – for example, you have a $27 e-book and your next product is a $1500 mastermind retreat, it’s probably time to create some intermediary offers. Those might be a more content-heavy self-study program, a one-on-one coaching offer, or anything else that is a logical next step. The key is to keep increasing the engagement – along with the price – so you can move people smoothly through your funnel.