More expensive than a
home-study course, more intensive than group
coaching and more powerful in creating
results for the client and profits for you:
That's the high-end coaching program.
Generally $3,000 and up, these programs
require strategy, content, focus,
consistency and follow-through from you if
they are to work in your business long-term.
Based on my experience,
observation, research and discussions with
successful purveyors of high-end coaching,
here's what you need to plan into your
program.
1. A desirable outcome.
People more readily sign up for programs
that focus on a result they want, as opposed
to an open-ended,
whatever-you-want-to-discuss coaching
agenda. If you have more than one outcome
your clients gravitate toward, create more
than one high-end coaching program. For
instance, one program of mine helps people
make intensive progress on their book
project, while another helps them launch
their information empire.
2. Steps to the goal.
Coaching clients feel good knowing that
you're taking them through a defined process
that has worked for others, yet is also
tailored to their unique situation. Having a
name for your process adds allure and
inspires confidence. Build in whatever
components participants typically would need
to reach their finish line. However, unlike
the way many information products are sold,
don't assign a monetary value to each
component that's included. With a high-end
program, the whole is much more than the sum
of its parts.
3. Time frame. The
coaching program lasts for a defined length
of time - typically 30 days, 90 days, six
months or a year. If it's a one-day program,
you may want to include one or two follow-up
sessions so that the client has a chance to
integrate and implement the work you did
together.
4. One-on-one support,
guidance, accountability and handholding
from you. In your coaching program,
clients move ahead on something they've long
wanted to achieve, but they don't do so
alone. They get your undivided attention at
key points in the process. They appreciate
your promise to hold their feet to the fire
and rescue them if they stray off course.
Emphasize the quality and effectiveness of
your coaching sessions rather than the
amount of time clients receive.
5. Their full
commitment. Precisely because the
program is expensive, clients tend to give
it their serious participation. Set up clear
and explicit ground rules to prevent them
from backing out, sloughing off or trying to
delay the work they undertook by signing up.
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6. Consistency from
you. Naturally you must deliver
everything you promised in the program
description, adhering not just to the
details of the promotion but also to their
spirit. Clients expect your keenest
attention, your wisest advice and no
hold-back of what you know.
Launching your new program
may require you to make changes in your
other offerings so you don't undermine the
perceived value of the high-end coaching.
For example, if you continue to advertise
hourly advice sessions, they can make your
high-end program seem overpriced. Likewise,
if your $500 group course includes
one-on-one access to you, your personal help
in the higher-level program won't seem so
special.
For many experts, creating
a first high-end coaching program represents
a leap into the "big time." Design the above
components into the program, and that leap
is likely to be a triumph.
Copyright 2012 Marcia
Yudkin. All rights reserved.
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