First, let’s clarify what “high-end” actually means.
The general consensus in the coaching industry is that anything over $2000 for a 3-month coaching package or an hourly rate of $500 is considered high-end. This may fluctuate depending on who you’re speaking with, but for the purpose of this post, we’re going to stick with these numbers.
Now, I need to make something very clear: Coaching is a skill, not a business.
For example, graphic design is a skill, not a business. Someone with graphic design skills doesn’t sell graphic design, they sell websites that convert, logos, brand identities, etc.
Your coaching skills can be used to create a business that offers something specific, a result. This is what I call a “leading promise”.
As a coach, your job is to help your client solve a problem (not all of their problems, though), and what they will experience once their problem has been solved is the result.
What does this mean for you and your business?
This means that you;
1. Need to know exactly who your ideal client is and have a niche, and
2. Need to know what specific problem you solve for your ideal clients
When you know EXACTLY who you help and EXACTLY how you help them, you can create offers that help them achieve the specific results they’re after. When you can create an offer that truly helps someone solve a problem they’re willing to pay to have solved and combine it with the coaching skills you’ve learnt at a coach training and the ones you’ve gained from your own experiences, you have a high-end coaching offer.
Your clients do not care about how many zoom calls or workbooks you give them.
Your clients are only concerned with the transformation you can help them achieve. The results.
I am constantly seeing coaches talking about how they are a coach, but I have no clue how they help people. Their content is vague, their offers are vague and their message is even vaguer.
You NEED to know who you help and how you help them. This is a non-negotiable for a successful coaching business.
Only when you know these things intimately can you clearly convey the result you can help someone achieve.
Here’s why: In order for someone to buy from you, they need to be able to experience what working with you will be like and what it will be like when they achieve the goal you’re going to help them achieve in their mind first.
If your message, offer and result are unclear, they can’t do this.
You need to be able to paint a very clear picture for your ideal client of what it will be like working with you and what it will be like for them when they achieve their goals. You need to use visual (pictures), auditory (sounds) and kinesthetic (feelings) language to help them create the internal representations they need to create in order to imagine those things.
I’m going to keep this brief because, honestly, the post would be too long if I went into detail. This is something I go deep on with my private clients early on because it’s so important.
I’m not a fan of the traditional ideal client finding tactics which have you write down a bunch of useless information about what time they go to bed and how they drink their coffee.
We do need to go a bit deeper than “her name is Becky and she drinks Starbucks and loves watching the Bachelor”.
You need to connect with your ideal client and what they’re thinking and feeling, and most importantly, what they’re saying to themselves about the problem they’re having. You need to use their language in your copy and social media posts and not some generic, woo-woo wording that doesn’t really mean anything and doesn’t get them to stop on your page and say “THAT’S ME!”
This means you’re going to have to talk to people. Talk to your audience about their challenges. Get on calls with them, talk to them on social media and find out where they’re spending their time talking about their problems.
Ask yourself: What am I excited to help people achieve? What could I talk about for days on end to anyone who will listen? What am I happy to spend my time talking about over and over again?
This will help you uncover what you want to help people with which will make it easier for you to get clear on your leading promise.
This is what I call your client success journey: The journey you take your clients on to help them get from where they are now to where they want to be at the end of your coaching. This is where your leading promise comes in to play because that’s going to determine the endpoint.
So let’s say you’re a relationship coach and your leading promise is that you help your clients go on more dates with more confidence.
Right now they might be wanting to meet a partner but they keep telling themselves that online dating doesn’t work and they don’t really do anything to meet new people.
What steps do they need to take to get from that place to confidently go on dates?
Maybe they need to do some mindset work first around dating and the possibility of finding a partner and their own value. Then they need to get clear on what they want in a partner and who they want to be as a partner. Then they need to decide how they’re going to meet people to go on dates with and put that into action. You see where I’m going with this?
Your client success journey is the unique path and methodology YOU have for helping your clients achieve the results they haven’t been able to achieve on their own.
I prefer to structure my offers for a minimum of 8 weeks. I mostly offer 3 month packages but sometimes I will offer a shorter package if I feel I can confidently help my client achieve the specific result in that amount of time without leaving them hanging at the end.
So map out the process you’re going to use to help your clients achieve their specific goal and from there you can figure out how long your program needs to be.
It’s important to mention here that you do not need to stuff your offer full of random things that aren’t necessary to your client being able to achieve the result just because you feel like more stuff equals more value. It doesn’t. The value comes from the transformation your client will experience from working with you and achieving their result.
When you’re mapping out your client success journey you can incorporate the tools and techniques you’ve learnt from your coach training and the other modalities you’re trained in. My personal favourites and the ones I’ve seen the most success with my clients are NLP and Hypnosis. I’ve been using these tools for YEARS and they are so powerful. It’s still mind blowing to me how amazing these tools are and the transformations my clients and students experience.
How will you offer your coaching?
Will you offer weekly or bi-weekly zoom calls?
How long will each call be?
Will you give them homework?
Do you need to create any trainings or workbooks?
What kind of support will you offer outside of the coaching calls?
What are your boundaries around communication?
Now that you have your offer mapped out it’s time to map out your coaching sessions and exactly how you’re going to provide a high-end coaching experience. I talk about how to structure your coaching sessions in this quick video:
That’s it! Next, you’ll want to think about how to price your coaching package and how to sell it with confidence. I’ll cover these in a future post.
The number one thing I want you to take from this post is that you need to be crystal clear on who you help and how you help them. Focus on showing your value and letting your potential clients see that you know what you’re talking about. Because you do, don’t you?!
P.S. If you want to take your education further and learn these concepts and more in greater detail, I have an entire online course that makes up over 120 hours of training and expert guidance in The Created Coach Method certification program.
You’ll be trained in 5 coaching modalities – NLP, Hypnosis, Quantum Time Release, eft and life and success coaching.
All of these trainings will support you in developing your coaching skills so you can grow and scale an authentic and aligned coaching business.
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