Coach Builder

1. Create a Menu of Valuable Coaching Products

To grow your coaching business you will need to exchange value for dollars and you will need to do it often.

Define your offerings. Start by creating a menu of specific, tangible products that solve your clients' problems. This could include workshops, masterminds, one-on-one coaching sessions, and assessments. Each product should have a clear value proposition and a set price.

Tailor to client needs. Consider what business owners are willing to pay for, such as increasing revenue, improving team management, or enhancing marketing strategies. Create products that address these pain points directly.

• Examples of coaching products:
  • Small Business Optimization Program
  • Management and Operations Overhaul
  • Double Your Sales Transformation Program
  • Leadership Alignment Workshop
  • Elite Partners Mastermind

2. Build and Nurture a Potential Client List

People tend to buy products and services from brands and leaders they feel are familiar, and familiarity doesn't happen fast.

Leverage your network. Start by listing every business owner you know or have met. This list will grow quickly as you become more aware of potential clients in your circle of influence.

Implement a CRM system. Use a Customer Relationship Management (CRM) tool to organize and manage your potential client list. This allows you to segment your audience and communicate with them effectively.

Nurture relationships. Regularly reach out to your list with valuable content, such as business tips or industry insights. This builds trust and positions you as an expert in their minds, increasing the likelihood they'll engage your services when needed.

3. Develop a Clear and Compelling Website

Your website can certainly include more sections than the ones I've included here—but these sections are the ones I believe are nonnegotiable.

Essential website sections:

1. Header: Clearly state what you offer and how it benefits clients
2. Stakes: Highlight the problems you solve for clients
3. Menu of Services: List your coaching products
4. Proof of Value: Include statistics and testimonials
5. The Plan: Outline steps for working with you
6. Explanatory Paragraph: Provide detailed information about your services
7. Lead Generator: Offer valuable content in exchange for contact information

Focus on clarity. Ensure your website communicates your offer clearly and compellingly. Use simple language and avoid jargon. Your site should guide potential clients through the journey of understanding your services and taking action to engage with you.

4. Master the Art of Effective Email Marketing

The key to growing your coaching business, then, is to make sure potential clients are familiar with you and the coaching products you offer during the time window in which they are experiencing a business challenge.

Develop an email strategy. Create a series of emails that nurture potential clients over time. Start with sales emails to introduce your services, then transition to a nurture campaign that provides ongoing value.

Use The Customer Is the Hero Sales Framework:

1. Start with the problem
2. Position your product as the solution
3. Build a bridge from problem to solution
4. Paint the negative stakes
5. Paint the positive stakes
6. Call the customer to action

Provide consistent value. In your nurture emails, offer free, actionable advice that demonstrates your expertise. This builds trust and keeps you top-of-mind when clients are ready to invest in coaching.

5. Design a Client Journey with Marketing and Product Ladders

Your coaching business is coming together now. If you've done half of what you and I have talked about in the previous chapters, you are already running a more organized coaching business than nearly all other coaches.

Create a client journey. Map out the steps a potential client takes from first encounter to becoming a long-term customer. This helps you understand where each client is in their relationship with you and how to guide them further.

Develop marketing and product ladders:

• Curiosity phase: Use one-liners, business cards, website, lead generators
• Enlightenment phase: Offer assessments, introductory workshops, webinars
• Commitment phase: Provide entry-level community groups, elite masterminds, one-on-one coaching

Offer a hierarchy of products. Create a range of offerings at different price points. This allows clients to engage at their comfort level and provides opportunities for upselling as they experience success.

6. Set and Achieve Realistic Business Goals

Most of us have the goal of starting a coaching business, but few of us have broken down our goals into specific categories that will keep us motivated and on track.

Focus on key metrics. Set goals in three critical areas: Revenue, Qualified Leads, and Products Sold. Break these down into specific, measurable targets.

Take consistent action. Remember that successful people have a strong bias toward action. Don't get stuck in endless preparation - start implementing your plans and adjust as you go.

Review and adjust regularly. Examine your progress weekly and modify your strategy as needed. Celebrate achievements to maintain motivation and prevent burnout.

7. Join or Build a Supportive Coaching Community

Good coaches hang around other good coaches.

Seek peer support. Regularly connect with other coaches to share best practices, exchange ideas, and provide mutual encouragement. This can be through formal mastermind groups or informal meetups.

Create your own community. If you can't find an existing group, start one yourself. Consistency is key - keep meeting even if it feels awkward at first. Over time, these connections will become invaluable.

Leverage collective wisdom. Use your coaching community to improve your skills, solve client challenges, and stay updated on industry trends. This collaborative approach enhances your value as a coach.

8. Cultivate Essential Soft Skills for Coaching Success

As much as I've emphasized the importance of frameworks, playbooks, and an overall road map for your clients, let's not forget the soft skills.

Key soft skills for coaches:

• Empathy and understanding
• Patience and persistence
• Active listening
• Creating a safe and trusting environment
• Affirming client transformation

Develop your coaching style. Create a personal list of "rules" that define your approach to coaching. This helps you maintain consistency and professionalism in your interactions with clients.

Focus on client growth. Remember that your role is to guide clients through self-discovery and transformation. Ask thought-provoking questions and celebrate their progress to reinforce positive changes.

9. Structure Your Week for Maximum Productivity

If we really want to grow a successful coaching business, we need to figure out how to get all the foundational actions it takes to grow our businesses done every week, week after week, and writing down our perfect schedule is the best way to make sure we get close to that.

Create a "perfect week" schedule. Allocate specific times for coaching sessions, marketing activities, content creation, and personal development. This provides structure and ensures all aspects of your business receive attention.

Sample weekly structure:

• Monday-Tuesday: Deliver coaching sessions
• Wednesday: Focus on marketing and business building
• Thursday: Conduct workshops or community group meetings
• Friday: Prepare for upcoming coaching sessions
• Weekends: Rest and recharge

Maintain flexibility. While striving for your "perfect week," be prepared to adapt to unexpected challenges or opportunities. The goal is to have a framework that keeps you productive and focused.

10. Scale Your Coaching Business Strategically

To scale your coaching business, you'll have to bring on people, and when you bring on people that means you have to hire and fire, create detailed job descriptions, manage the people you hire, create systems and processes so that workflows are effective, and so on.

Consider scaling carefully. Reflect on whether growing beyond a solo practice aligns with your personal and professional goals. Scaling requires significant time and energy investment.

Hiring plan for growth:

1. Start as a solo coach
2. Add a virtual assistant
3. Bring on a second coach
4. Hire a community events coordinator
5. Add a content creator/manager
6. Bring in an operations manager

Focus on systems and processes. As you grow, develop repeatable systems for client acquisition, coaching delivery, and team management. This allows you to maintain quality while increasing your reach and impact.

Last updated: October 5, 2024