Sahar PazFounderU Instructor

Selling Coaching:How to turn your expertise into

a successful business

The founder’s guide

Seriously simple selling

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Chapter 1

Stop Coaching for Free 3

Chapter 2

Common Mistakes 8

Chapter 3

Coaching Packages 12

Chapter 4

One-Size-Fits-All Coaching 17

Chapter 5

Worksheets and Ebooks 21

Chapter 6

Group Coaching 26

Chapter 7

The Power of Referral Programs 26

Contents

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One of the most challenging parts of launching and sustaining your

coaching business is breaking through the barrier of coaching for

free. The type of coaching does not matter - life coach, nutrition

coach, relationship coach, executive coach - when you first launch

your business, there are four challenges you are up against:

STIGMA: Break the barrier that society often aligns with coaching

by discrediting our work compared to traditional therapists,

doctors, recruiters, or trainers.

CARING: There is a good chance your caring nature, and desire to

help others, led you to do this kind of work. Your gift can become

your curse if you don’t set boundaries that allow you to stop

working for free.

Chapter 1

Stop Coaching for Free

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CONFIDENCE: Let’s face it, being a coach means you exist in a

saturated market. You will be the only one in your own way, and

until you gain confidence in your coaching approach, it’s going to be

hard to gain your client’s confidence.

EXPERIENCE : We all start somewhere, and this may be your

biggest fear motivating you to give away your time and talent for

free.

Don’t let these challenges deter you from your goal of creating a

successful coaching business. Let’s take a look at how each of these

difficulties are actually creating an opportunity for you to NOT

coach for free.

The stigma around coaching is that it is either corny, or a waste of

money on an ammateur.

This is actually creating an opportunity to speak directly to your

client’s fear through your coaching website, blog, newsletter, or

social media posts.

This is the space where you expand on your approach, and gain

your customer’s trust. As they become more familiar with your

approach, the more likely they are to buy your service. In every one

of these communications, make sure to give them an opportunity

to contact you for coaching services. The maximum you should

offer for free is a discovery session e-mail, and a 30-minute phone

consultation.

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If they do not buy your service right away, don’t be discouraged,

instead ask for their permission to add them to your mailing list,

and put them in your calendar for a follow-up 3 months from your

initial contact.

On average, a potential client needs to come across your message 6

times before investing their money.

The caring nature that brought you to this line of work is what is

going to connect you to your customer. They want you to be their

guide, but they also want to relate to you.

Instead of giving away your advice for free during initial

communication, take that time to share an example from your life

that relates to what they are going through.

By being honest and vulnerable, you are creating a safe space for

them to do the same - and this is key for IMPACTFUL coaching.

When you do this, it is significant for your client’s growth, and

increases your client lifetime value with you.

ALWAYS FOLLOW UP:

On average, a potential client needs to come across your

message 6 times before investing their money.

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What does that mean? They are more likely to return to you as their

life journey continues. It’s not just this hurdle that you are helping

them through, life has continuous twists and turns, and this allows

you to position yourself as a resource for them - for life.

Your confidence and experience as a coach go hand-in-hand.Reality is, you only have to be two-steps ahead of your client to be

able to coach them. Repeat this as often as possible before getting

on a call with a potential client.

You are going to have to get your feet wet, and that might mean that

your first round of clients may not be paying in the form of money,

but there are SEVERAL different options here for you to gain a

rightful exchange for the energy you are investing.

In fact, coaching can be your most cost-effective marketing

resource, it’s called the 80/20 rule: 80% of your business comes from

20% of your clients.

Yes, you read that right. It is 20% of your actual clients, email list,

or social media following that will be the most fruitful for your

business success.

You never have to coach for free.

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Yes, you have to get your feet wet, and test your approach, but that

does not mean it has to be completely free.

Draw up a contract for those that you are coaching for no money,

and have them commit to at least two ways they can help your

business. Here are a few ideas:

• Written or video testimonial

• Refer you to a paying client

• Buy a product from you

• Share your post on social media

There are always options to exchange your coaching for something

that will benefit the long-run of your business. You never have to

coach for free, even if you are a new coach.

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Now that you’re no longer coaching for free, it’s time to build

momentum, and begin to figure out how to make your coaching

business sustainable.

There are so many moving parts to getting your business off

the ground that it can be overwhelming and confusing. In this

chapter, we are going to cover the three common mistakes that

coaches make.

Chapter 2

Common Mistakes

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1. Daydreaming

You’ve got your website up, you’re on every social media platform,

and you are sitting and waiting for clients to come pouring in.

2. FearWhen you’re stuck in your head thinking about your soon-to-come

success , it’s a way to avoid what you are really scared about.

3. Inauthentic PromotionYou’re uncomfortable asking for someone to buy your product or

service, and when you do, it’s not getting any response.

By understanding these common mistakes you are going to save

yourself a ton of energy, time and money.

Here are your solutions:

1. Stop daydreaming by creating a structureThe best time to create structure is now! If you have a system in

place and it’s not working out for you, or you’re not sticking to it,

now is the time to review and restructure.

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Generating revenue is the goal, and everything else, leads your

customer to that goal. There is nothing wrong with having your

bottom line in mind, that is the only way to make your day dream a

reality.

Here are some tips to help you determine a structure that is feasible

for you.

• Pick a monthly theme that focuses on a problem your future client is facing.

• Review your most successful way of communicating to your clients, and put most of your focus on that platform.

• Make sure to keep your blog consistent with your theme.

• Determine how you want to schedule appointments.

• Set up a system to track prospective clients and their information

• Set up FAQ’s and a clear refund policy.

2. Fight your Fear with FactsAs you reflect on what problem you are solving for your client, you

are getting to know your IDEAL client.

You need to be clear on who you want to work with and why.

This is the best investment in the longevity of you personally, and

professionally.

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The uncertainty of whose problems you are solving is what feeds

your fear.

This also helps you determine exactly what you are offering your

clients. When you are not clear on who your client is, and what you

are offering them, there is no way that your e-mail list, or social

media followers will know either.

3. Bring YOUR Voice into your PromotionsNow that you have systems in place, know exactly who you want to

attract, and what you want to offer them, it’s time to let the world

know!

If you’re not sure what to say, go back to the monthly theme - what

problem are you helping your customer solve? Now, come up with a

personal story, or a client’s success story, plus a piece of advice.

Within this information, weave in your ASK - what you are

promoting - it could be a 1:1 coaching, your ebook, coaching

program, and so on. This will help you stay away from salesy talk

that so many people have become immune to.

If you’re still having a hard time writing your promotion, SPEAK it,

and record it. This will allow your writing to feel more genuine, and

perhaps you will create a video with this same promotion.

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Now that you’ve got a clear system, and approach to promoting, it’s

time to create a desirable package for your prospective clients.

One of the biggest hesitation that keeps coaching clients from

committing is when they feel that the process is not clear, and will

be never-ending.

Just as your business needs a selling structure, your coaching clients

need the same to gain trust in what you are providing them.

Before you sit down and decide what your coaching package(s) are,

you need to understand your ideal clients needs and liquid income

a.k.a. the amount of money they have to spend freely for life-

improving services.

Chapter 3

Coaching Packages

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Gather a focus group of between 5-10 people, preferably not friends

or family, the more the better, and ask them these questions:

• What problems do they have?

• How can you help them as a coach?

• What would they spend to hire a coach?

• Do they like in-person intensives or perhaps group coaching?

• Are they more interested in long term coaching or short term?

Keep these answers in mind as you proceed with deciding your

coaching expertise, packages, and what duration is best for your

prospective clients.

The most important factor to start with is the approach you are

most confident with. You cannot be everything to everybody, so

focus on one main problem and HOW YOU solve it.

FOCUS YOUR SERVICES:

The most important factor to start with is the approach you are

most confident with. You cannot be everything to everybody, so

focus on one main problem and HOW YOU solve it.

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In my coaching business, my way of guiding my clients to self

improvement is based on their inner voice, and how it affects their

emotions, and decision making. My specialty is the inner-voice,

hence the name of my book, group coaching and digital course are

titled: “Find Your Voice.”

Like you, I am a multi-passionate entrepreneur, and I wanted

to help everyone, not just women, but also entrepreneurs, men,

parents, and teens.

I am doing that now, but first I needed to set up a foundation for my

expertise, and for three solid years, I focused on a woman’s inner

voice. I became known for that, and from there I grew to all the

other areas I mentioned to you above.

For you and your business’s longevity, you need to choose a time

frame that is both right for you, and your clients - not what other

coaches are doing.

A three month program may sound great but you could discover it’s

too much of a commitment for a new client, especially when you’re

just starting out. Trust your gut, ask yourself how many sessions

feels right to you and plan their duration accordingly – 30 minutes,

45 minutes, 1 hour, and so on.

The more specific you can be, the less room you leave for your

prospective client to talk themselves out of working with you.

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Take a look at this list to help you create your package(s), and make

sure to include this on your sales page.

• Do you suggest meeting weekly, bi-weekly, monthly?

• Will there be additional support via e-mail, phone or text?

• How will your sessions progress - is there a theme for each session

- this is important for packages that are 3 months or longer.

Once you get clear on on your packages, it’s time to let your

prospective clients know benefits and outcomes of working with

you.

You don’t want your clients to have to fill in the blank about any

part of working with you. This will be one of the most important

aspects of your sales page. This is your chance to let them see what

life will be like after working with you. Go back to the problem you

are solving for them, reiterate just that.

Go beyond bullet points, we are all chasing a feeling.Everything we buy, the places we visit, and the coaches we hire, are

all to achieve a certain feeling. We want to feel status, happiness,

accomplished, healthy, organized, and so on. Make sure to include a

feeling-aspect to your benefits list.

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The last piece of putting together desirable packages is pricing. Go

back to the answers you got from your focus group, what is the

range of money people are willing to spend weekly or monthly?

Once you have a range of money in mind, you have to also calculate

what you need to sustain your own life, including business costs

such as travel, marketing, printing costs, etc.

When you’ve created your new coaching package, make sure to

announce it to everyone on your subscriber list, and social media

followers, maybe even consider targeted promotions on Instagram

and Facebook.

Don’t be discouraged if you don’t get an immediate response.

Remember, a person has to come across something an average of 6

times before committing to it. So, keep at it, and stay specific!

Next, we are going to dive into one-size-fits-all virtual coaching!

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There is a good chance that one of the packages you thought-up

includes a one-size-fits-all program.

When I created the “Find Your Voice” self-led digital course, my goal

was to sustain my energy, serve the greater good, and make money

in my sleep.

If you recall, the last article I pointed out that your clients need to

be very clear about what you are providing, and why the benefits

are worth your client dollars.

Selling a one-size-fits all program comes with it’s own set of

challenges. Your prospective clients tend to question how a generic

program can be a good fit for their particular challenge.

Chapter 4

One-Size-Fits-All Coaching

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Most people believe their problem is unique to them, and for this

reason, you must enlist a BETA group.

This group of people should specifically be able to answer these

questions:

• What were your challenges that motivated you to join this program?

• What clarity or success did you experience during the duration of the program?

• How has your life improved since finishing this program?

The answers to these questions craft a perfect testimonial, and

become your most powerful selling tool.

Crafting the answers to these questions in a written testimonial

is lovely, but what is more powerful is getting them on video.

Remember, when it comes to selling a one-size-fits-all program, you

have to continually prove to your client, why this program will suit

their SPECIFIC need.

Hosting a live webinar is one of the most powerful sales techniques,

especially if people who have taken the course are live on air,

answering the three question that are presented above.

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Include in your webinar a segment for Q&A, it can be live, or you

can weave into your newsletter or social media promotion, an

option to submit questions beforehand.

This interaction with you eases your prospective clients mind

about investing in a program that may not speak to their unique

challenge. Share the recording of the entire webinar with everyone

on your network, for a limited amount of time.

Limiting the access to your program, helps your prospective

customer be more decisive.

If they know that a special offer, or entry to your course only

happens 2-to-3 times a year, they are more likely to invest, when the

time is right. The advantage of this, also allows you to mention the

program without it seeming salesy, when admission to the program

is not available.

Another wonderful way to gain the trust of your prospective

customer while making money is offering a taste of your program.

Before becoming an author and a coach, I worked in the fashion

industry in New York. Using this experience, I’m going to use a

business model that fashion houses often use to explain a tiered

approach to selling.

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Let’s use Ralph Lauren as an example. The top tier of the brand,

is the “aspiration” for most customers. This would be the custom

made gowns and suits designed by Ralph Lauren. Other than

celebrities, most people do not get this experience, but it is the

aspiration.

For you, this can be your entire one-size-fits-all program, that

includes bonuses. Perhaps a call with you - 1:1 or group call - that

depends on your personal preference. There could also be bonus

gifts like journals, meal planning worksheets, or meditations.

Then there is the mid-tier approach to customers, which includes

Ralph Lauren store on 5th Avenue. These customers now get to be

part of the same club as Ralph Lauren-adorning celebrities. For you,

this can be your entire one-size-fits-all program, without any of the

special perks mentioned above.

The bottom-tier is Polo Ralph Lauren available at your local Macy’s

store. This is usually the bread-and-butter of the fashion house,

although it is the lowest price point.

For you, this can be selling just the first part of your program. This

allows your client to experience your program, and it allows you to

not give away too much for free. All you have to remember is that a

one-size-fits-all program takes more convincing, but the payoff can

be great for both you, and your customer.

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In this section, we are going to extend your product range by diving

into the benefits of free worksheet, and selling e-books.

If you recall the fashion business model we covered in the last

chapter, we covered a top, middle, and bottom tier approach to

selling your one-size-fits-all program. The ebook is the bottom

tier, or the entry level, to your brand - your message, for your

prospective clients.

I am a huge advocate of entrepreneurs giving away good resources

to their audience for a FAIR exchange -- which means, you should

NOT give away too much for free.

Chapter 5

Worksheets and Ebooks

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You need the capital to grow and sustain your business, remind

yourself of this when you catch yourself discounting yourself and

your work.

There are however some advantageous free resources you can offer

that will feed the sales of your ebooks and coaching programs --

worksheets. Free worksheets become foundational piece of gaining

your clients trust by introducing them to your product and service

range.

Now, when I say “free” you should absolutely be capturing names

and emails in exchange for your worksheets.

Think of the topic of your worksheets as a seed you plant, that

will blossom into sales of one of your products or services. Your

worksheet can be a tie-in to your one-size-fits-all program.

DON’T DISCOUNT YOURSELF TOO MUCH:

You need the capital to grow and sustain your business,

remind yourself of this when you catch yourself discounting

yourself and your work.

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Here are some things to help you brainstorm what to include when

crafting your worksheet:

• Supply 5 - 10 questions

• Create a chart that can be filled in

• Keep your worksheet between 1-3 pages

Worksheets are a wonderful way to connect with your audience,

and so are e-books.

Your energy as an entrepreneur is your most important resource,

it’s important that you don’t reinvent the wheel when you approach

your ebook.

It’s time to take a look at ONE specific solution for the BIGGER

problem you are solving for your client, perhaps something you

are already providing to them in your one-size-fits-all program. For

example:

• How to meal plan (bigger problem: changing relationship with food)

• How to build your email list (bigger problem: having a successful business)

• How to reposition your resume (bigger problem: changing career

paths)

Let your ebook be based on one solution, don’t give away too much,

remember this is an entry point, your lowest tier.

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Within the writing of your ebook make sure to mention your other

products and services. Not just that you provide other products and

services, but give examples of how your other clients have found

success. This is a testimonial of sorts, but it is explained through

story.

Another wonderful way to engage your ebook reader is to embed

links that lead them directly to your sales page, testimonial page, or

blog posts that are relevant.

An entry point product is usually reasonably priced, an amount

that people don’t have to think twice about.

Most likely your ebook is not the length of a full published book

which are usually 40,000 words or more. This allows you to price

your ebook between $0.99 cents and $5.

The low price point also allows for you to include your ebook as a

free gift during special promotions or holiday’s, after it has been

released 6 months or more.

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The release of your ebook is also a great reason to boost up your

promotions! Write a press release, share it with bloggers and

e-magazines, and post it to your press room.

Film a vlog that you can reuse on the sales page for your e-book.

Use your ebook to create a contest, and collaborate with other

entrepreneurs. Your ebook is a wonderful way to extend your hand

to new clients, or those that can’t afford you right now. It is also a

great marketing tool, that takes minimal effort on your part.

So, now, it’s your turn to start brainstorming what your ebooks will

be about.

Grab a blank piece of paper, in the middle write down the bigger

problem that your client is facing (changing relationship with food),

then write three to five solutions that you can expand on in your

next ebook!

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Chapter 6

Group Coaching

This chapter is all about how to leverage your time more efficiently

by offering group coaching to your list.

This can be a mid-tier service for your business. It’s not as

expensive as working one-on-one with you, and it’s not as

inexpensive as your one-size-fits- all program or ebooks.

Here are three things you need to keep in mind to running and

selling a successful group coaching program.

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1. You need to engage and expand your followingSince group coaching is your mid-tiered service, it’s easy to

daydream that the more affordable price point will get the sales

rolling in. REALITY CHECK, usually between 2-3% of your list will

actually buy into your programs.

If you are just starting out and have a small following, it may be

smarter for you to grow your list before making a group coaching

push. You don’t want to end up like me and learn the hard way.

In the beginning I would get one person in for the price of group

coaching. I still had that service up on my website, but, I didn’t push

it until my list reached 5,000 people.

The other thing to consider about group coaching is that you need a

GROUP of people willing to enter at the SAME time.

We also went through a sales strategy in the one-size-fits-all

programs that has you limit access to the program. This is a great

strategy for your group coaching as well.

It allows you audience to gear up to the opening. They know they

have 5, 4, 3 months until group coaching opens. This allows you

to unify the group of strangers on the same timeline. Do not be

discouraged. It’s all about building momentum, and sticking clear to

your offering, plus it leads us to the second point.

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2. Your group training should be repeatableThe nature of group coaching is different than one-on-one with a

client. You are spending less time with your client, therefore they

are doing a lot more on their own.

This may cause their progress to change to be slower, which is

a great opportunity to have them enlist in your group coaching

again!Before taking your group coaching live, make sure you have

tested it for where it may fall short.

There are two options to test your group coaching without giving

away you time and talent for free - use it with your one-on-one

clients, or enlist a BETA group to test your system.

3. Set LimitsDepending on your price point, you have to calculate and set these

three things:

• How long will each session be?

• How many sessions are included in this bundle?

• What are the minimum and maximum participants that will make this worth your time?

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This not only takes in consideration your time and talent, it also sets a clear understanding between you and your coaching clients.

In my experience it has been beneficial to also set themes to each session, so that you are creating a safe container for your clients to show up, and feel guided.

Group coaching can often be powerful, and it can be a STRONG addition to your one-size-fits-all program. There is great validation and growth when you are among your peers. People changing for the better, in the same way.

Please make sure to set time in your session for feedback or reflection from the group. You will see that they end up coaching each other, which gives you GREAT insight into your client’s problems and solutions. These are insights that will help you fill the seats of your group coaching time-and-time again!

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Chapter 7

The Power of Referral ProgramsThis entire ebook has been dedicated to increasing the sales of

your coaching business. We’ve covered how to not coach for free,

avoiding common mistakes, and determine your coaching packages.

By this point you’re clear on how you can package your expertise

through one-size-fits-all programs, and e-books.

Now that you believe in your process, and have witnessed it’s

success with your clients, it is time to rack in the referrals.

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In the first piece of this ebook we covered the 80/20 rule, which

states 80% of your business, comes from 20% of your clients - a

referral is the most powerful example.

Your referral program should become an integral part of your

marketing strategy.

Referrals reduce risk for potential clients, which helps you

tremendously. But, for that to happen, you need to be comfortable

and confident when asking your clients for a referral.

I want you to bring out your journal, and ask yourself these

questions:

• When it comes to asking for referrals, what is your immediate response?

• Do you feel comfortable or uncomfortable?

• Can you see it as part of your marketing strategy, or something that you do more organically?

The answer to these questions should give you insight into where you stand with approaching people for referrals.

I want to take moment and remind you, that your intentions

with your business are good, and people will not refer you

unless it feels right for them. Don’t be afraid to ask.

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You’re not the only one who needs to talk about your business. You

need your customers to be consistently referring clients to your

products and services, too.

If your coaching service deals with sensitive personal information

that may create an awkward situation for your existing client,

provide them other ways to spread the word for you. Here are some

ideas:

• Ask them share your work on social media.

• Ask them to share and comment on your blogs.

• Ask them to refer or buy a product of yours for a friend.

• Ask them to forward your newsletter to someone that can benefit

from the message.

Give your customers ways to talk about your business from their

perspective to make it easier for them to spread the word for you.

You can also make asking for referrals a regular part of your closing

process. Here are a few examples of how to do that.

After a powerful coaching session, or a moment when they give you

a compliment, this is your chance:

“Sue, you are an ideal client, and I can see you are experiencing

great benefit from our time together, I’m wondering is there

anyone in your network that would benefit from working with

me?”

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In addition to asking for referrals for free, you can also create a

promotion around it. Contact your existing customers, in exchange

for their referral you can offer them a few of these options:

• Offer them a free copy of your ebook

• Offer them a discount on something in your store

• Offer them a discount on one of your coaching sessions

• Partner up with a new business that is not competition, that needs exposure, and get free products or services you can give

away as gifts for referrals.

The more you practice incorporating referrals into your business

structure the more natural it will be for you. Bottom line, you need

to believe in what you are offering, and others will too!

This ebook will be here for you. Continue to come back and

refer to these tips, reflect, and tweak as you need, until you are

experiencing the success you deserve! Above all else, the work you

are doing is important, never forget that.

If you’re ready to stop coaching for free and get started selling your

coaching services, sign up for your free trial of Selz today!

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