Coaching packages: We all know we need one, but how exactly do we create a compelling package that sells?
When you’re a coach, you want to find coaching clients, and part of that is creating coaching packages that your ideal clients want to buy.
But how do you know where to start? This article will explore:
- Why you want to create coaching packages in the first place
- The benefits of coaching packages to both you and your clients
- How to create a coaching package that sells
Why create a coaching package in the first place?
No matter what type of coach you are, your primary objective is one and the same: Finding and serving coaching clients!
And in order to find coaching clients, you need to have something to offer them. That’s where creating coaching packages comes in.
Creating a compelling coaching package can help you attract clients more quickly and easily than offering single sessions.
But not all packages are created equal. So let’s first talk about some mistakes coaches make when creating coaching packages.
Mistakes coaches make when create coaching packages
Many coach training programs don’t spend much time on the business side of starting a coaching practice. Coaches often come out of coach school doing one of two things:
#1: They offer single sessions and let clients decide if they want to rebook each time.
Many coaches take this approach because they want it to be in the client’s hands whether they move forward or not. (It’s a principled idea, in theory!) But in reality, this isn’t an ideal situation for the coach or the client.
Offering single sessions puts the onus on clients to figure out whether or not they’re “done” with coaching.
This can slow their progress altogether.
Whereas a coaching package, when it’s structured around your ideal clients, can build safety, trust, and confidence with your client, helping them to commit to their own progress over a certain period of time.
#2: They arbitrarily create a 3 or 6 month package because that’s the “industry standard.”
Setting up a 3 or 6 month package is just that: arbitrary.
Why is it 3 or 6 months? What can be accomplished in that time? And who is a good fit for each type of package?
When creating a coaching package, the goal is to create a specific, compelling offering based on a specific type of client who wants to achieve a specific type of result.
Also consider what’s more compelling from a client perspective: Signing up for a “3 month package” versus a package called “Rehaul your diet and nutrition in 3 months.” A good package focuses on — and delivers — specific results.
Neither of these are great ways to serve your best clients or build your coaching practice.
- Single sessions aren’t sustainable, can’t help you plan for your income or client load, and might not offer the full support your clients need.
- Random packages aren’t successful because they don’t speak to the end result or benefit that your ideal clients can experience.
When it comes to creating coaching packages, remember: Your clients aren’t looking to buy a package or session at all. They are looking to buy the transformation they can achieve through coaching.
So what’s the solution? Creating coaching packages based on the transformation that your ideal clients want to experience.
How creating a coaching package benefits you
Creating coaching packages is a more efficient and effective way for you to run your business. Here’s why:
1. A coaching package helps you package up your expertise.
Creating a coaching package is a great opportunity to hone in on exactly how you want to help your clients, specific to your skills and expertise. This ensures you not only love what you’re coaching on, but that you’re good at it! Offering packages is also a great way to get known as a coach and build your personal brand.
2. A coaching package allows you to build a sustainable business.
The “charge by the hour” mentality kills so many service-providers because it’s not sustainable. When you create coaching packages, you clarify how many clients you can take on at any given time and you can manage your time accordingly. Offering packages also helps you to forecast your revenue, so you can see when you need to focus on attracting new clients vs. focus on serving your existing clients.
3. A coaching package helps you attract clients who aren’t just tire-kickers.
Tire-kickers are attracted to one-off sessions, because they don’t want to (and don’t have to) commit. But you want to attract people who are willing to make a commitment to their growth. When a client commits to working with you for a longer period of time, that’s when the biggest breakthroughs happen. If you want to see your clients experience real, sustainable results, you’ll want to offer packages that help facilitate that transformation.
4. A coaching package is easier to market and sell.
It’s actually easier to market and sell a coaching package that has a specific time frame, investment, and result. Because, as we discussed, you are selling the result or the transformation, not just the session.
But offering coaching packages doesn’t just benefit you, it also benefits your clients. Let’s talk more about that.
How selling coaching packages benefit your clients
1. Coaching packages help clients experience a deeper, lasting transformation.
Creating a longer term container helps you go deeper with a client, which means they experience a deeper transformation and more lasting results. Change doesn’t happen overnight, but you can create a package that supports your client in achieving and sustaining that change with built-in accountability over time.
2. A coaching package offers more value to a coaching client.
A coaching package offers so much more value than single sessions do, because you can add all types of support into your packages. For example, you can include email or Voxer coaching, access to a resource library, access to bonus training, or even check-in emails and calls. This helps your client get the most out of the coaching experience.
3. You eliminate decision fatigue in the mind of your clients.
If you only offer single sessions, after every session your client has to decide: Do I want to do this again? When do I want to do this? This creates decision fatigue and it’s something we all have too much of! By creating a package, your client consents to entering a coaching container with you and don’t have to worry about whether or not they’ll book another coaching session.
4. Coaching packages help your clients get tangible results in a specific timeframe.
Unlike therapy, where it can feel like it goes on forever with no specific ending, a coaching package gives your client a firm start and end date, and offers them the opportunity to get specific results in a specific time frame. And keep in mind, specific results aren’t just things like “losing 10 pounds” or “finding their dream job.” It also include things like greater satisfaction in their relationship, clarity in what they want in their next role, or more confidence. These are all results!
The most common question coaches have about creating coaching packages
One of the main questions I hear from coaches who don’t want to create packages is: “What if I don’t know how long it takes?!”
These coaches say they have no idea how long it takes for their clients to reach a certain result; that every client is different.
This will be true no matter who you coach.
How long someone takes to achieve a specific result is highly dependent on your client’s time, efforts, energy level, willingness and a whole lot of eternal factors (i.e., whatever else happens in their world or the world at large!)
The key when creating your coaching package is to hone in on a very specific type of client with a very specific need (i.e., your niche), and map out a process and general timeframe that would work for the average client.
This doesn’t mean that you have to follow the exact same steps and use the exact same tools with every client — of course you don’t!
You can (and should) still rely on your own expertise as a coach to decide what would benefit a client at any given time. However, by creating a coaching package, you are creating a structure that allows you and your client to experience success within that time frame.
5 steps to creating a compelling coaching package
So you’re ready to create a coaching package — great! How do you go about it doing it? Follow these 5 steps to create your offering.
Get clear on your own strengths, expertise, and how you want to serve. There are a lot of things you *can* do, but focus on what you really want to do! This is where brainstorming, mindmapping, and tapping into your intuition can be super powerful!
Get to know your ideal clients and what they really want and need. You want to really understand those you want to serve, and listen to how they talk about their challenges and their desires. This is where market research can help you get the information you need to proceed!
Create an outline of your offering based on what you’ve learned from your market research interviews. You’ll want to consider both how you want to serve & what they need, and develop an offering with that purpose in mind. You’ll want to think through the features and benefits of the package, as well as timing and pricing.
After you’ve developed your outline, you’ll want to get some feedback from your market research interviewees or other ideal clients, either by sharing your outline of the offering or even allowing them to beta test it. Be sure you capture their feedback!
Once you’ve gotten feedback and made adjustments as needed, it’s time to polish your package, get it up on your website with a sales page, and start marketing it. This will entail polishing your messaging and developing a marketing plan to share your new offering.
Ready to create your compelling coaching package?
When it comes to creating a coaching package, you want to be sure you know your niche, that you’re using messaging that resonates with your ideal clients, and that you have a marketing plan in place to attract them.
That’s where I come in! I support clients in clarifying their niche, creating compelling offerings, defining their messaging, and marketing their business… so that they can attract more dream clients and grow their business.
Want to learn more? Schedule a free consultation with me here.