Michelle Rockwood is the Founder of Unscripted Sales™ and the bestselling author of Joyful Selling. Learn more about her work here.
getty
Stop for a moment and consider how you interact with your favorite coaches and industry leaders. Do you watch them on YouTube? Read their blog posts? Listen to their podcasts? Attend their live events or webinars?
When it comes to selling services as a coach, there are plenty of valuable avenues to explore. Each method has pros and cons, so it’s crucial to find the ones that work best for you and your business.
To give you an idea of the options at your disposal, let's look at five unique ways to sell your coaching services and the pros and cons of each.
1. Set up a referral rewards program.
Setting up a referral rewards program, often referred to as an affiliate program, can make it easier for your current clients or network partners to refer business to you. Offering a financial reward encourages them to spread the word about your coaching services.
You’ll see big names in the industry, like Amy Porterfield, do this. And you can do it on a smaller scale and still yield substantial results.
Pros:
• It's a great alternative to paid advertising.
• It helps you formalize your networking and relationship-building.
• It can be an effective way to get more referrals quickly.
Cons:
• Typically, you must pay affiliates 20% to 50% of your total program cost.
• Solid tech is needed to track commissions effectively.
• Network partners should align with your company's ethics and values.
2. Publish a blog.
Who said blogs are dead? If you follow some of the top coaches online today, you'll find that many are constantly posting and sharing content on their blogs. Not only does blogging keep your website fresh and active, but it also gives potential clients a chance to get to know you before investing in your services.
There are many excellent life coaching blogs. Check them out for inspiration on how to blog your way to more sales.
Pros:
• It's easy to set up, even if you lack technical skills.
• You can attract potential clients over time as your popularity grows.
• It's a great way to showcase your expertise on topics related to coaching.
Cons:
• It can take time to build a following.
• You must write regularly to keep the blog updated and engaging.
• Like anything else in business, your blog needs a good promotion and SEO strategy.
3. Host training in existing online groups.
Online communities are all the rage, and those who run them are always looking for engaging content to share with their members. Consider hosting an online training session or workshop series within those communities.
Pros:
• Group leader endorsement adds instant trust and credibility.
• It's typically a low-pressure, non "salesy" environment.
• The level of engagement, interest and interaction from participants is high.
Cons:
• It can be challenging to attract the eye of aligned partners.
• Your speaking and leadership skills need to be refined.
• You need a way for folks to easily find you after the training.
4. Host a live event.
In the same vein as networking, you can also make a splash through a live event. These events should be three to five days long. This could include a virtual challenge, a workshop hosted on a social media platform, or a private Zoom webinar.
The key here is to host a training over multiple days for a minimum of 60 minutes each day. Hosting it over multiple days builds trust and rapport without overwhelming the audience. Give your audience valuable information in the first one or two days of the event, and you establish credibility. Then invite the audience to join your training directly or book a sales call.
Not sure where to begin? Attend a competitor's live event and take notes. Hosting a live event is not for everyone, but extroverts typically thrive in this environment.
Pros:
• It's a great way to gain exposure and make a splash.
• If you're running paid ads, the cost of getting someone to sign up for a live training is less than the cost of getting someone to download a recorded training.
• You'll see a higher conversion to sales.
Cons:
• If you organize the event yourself, it requires a lot of extra time and effort.
• It may take multiple events to get the desired conversions.
• It requires dozens of emails, including intro, reminder and sales sequences.
5. Write a book.
One of the best ways to draw attention to your services is to become a trusted voice of authority in your field. A well-written book can greatly boost your credibility while demonstrating your expertise quickly and effectively.
I've found that writing a book has increased my brand’s credibility, attracted the attention of highly-rated podcasts and helped me obtain high-profile speaking engagements. In addition, it has decreased my company's sales cycle from several months to two to four weeks.
Not sure if you’re ready for this big step? Search for podcasts and blogs on this topic and follow other coaches who have written a book.
Pros:
• You'll gain instant credibility, if well written.
• It's a great way to build client trust and rapport.
• It's a powerful lead magnet to sell your coaching services.
Cons:
• Researching, writing and editing a book is time-consuming.
• The cost to self-publish ranges from a few thousand dollars to as much as $50,000 for full step-by-step support.
• You are unlikely to make money from the sales of the book itself.
Find what works for you—and stick to it!
As a coach, your services transform lives and businesses forever. By trying out a variety of different selling strategies, you can find the most aligned strategy that attracts the right clients to you like magnets.
This takes time and hard work, but it's worth it to gain a thriving and sustainable coaching practice. Of course, don't forget to track the data and make informed decisions about what’s working and what isn’t so you can use your time and resources effectively.
Forbes Coaches Council is an invitation-only community for leading business and career coaches. Do I qualify?
