Just as with every aspect of your business, your coaching programs should offer several levels of commitment, from free to high-end VIP days or mastermind retreats. Doing so helps new potential clients move from “getting to know you” to “raving fan” more efficiently and helps ensure you always have a positive cash flow in your business.
You probably have many of the pieces in place already, so start your funnel planning by listing out all the products and services you currently offer, such as:
Free webinars or teleseminars
Current coaching offers
Ebooks and other resources
It helps to think about all your options in terms of cost since the lowest-priced products (and those on the free end) will be what leads clients into your funnel. For example, you might host a free monthly call during which anyone can ask you questions related to your area of expertise. That would be the top of your funnel.
It’s very likely that the first time a client pays you will be for a low-cost self-study program or some other similarly priced item. A potential client will rarely 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 deliver spectacular value. The information must be rock-solid (naturally), but the delivery should also be smooth, and the design should be professional. You want your new customer to know that you can deliver a top-quality, polished product.
The next step is to move your clients into an actual coaching program from self-study courses, whether that’s a group or one-on-one offer. You don’t have to have all three in place, but if you do, then the next logical step is the lowest-priced program.
Suppose you map out your funnel and notice a considerable gap between offers – for example. In that case, you have a $27 program, and your next product is a $1500 VIP Day, 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.