In today’s digital age, selling coaching services online has become increasingly popular. However, it’s not as simple as posting your services and waiting for clients to flock to you. Selling high-ticket, complex offers like coaching requires a strategic approach. Let’s explore the most effective ways to sell your coaching services online.
Understanding the Complexity-Price Matrix
Regarding selling coaching services, we’re dealing with a high-price, high-complexity offer. This positioning requires a more detailed explanation to potential clients before they’re ready to make a purchase decision. The key is to create a sales process that educates and builds trust simultaneously.
The Evolution of the Sales Process
Pre-COVID, selling coaching services often involved a lengthy process: building a nurture sequence, hosting webinars, and guiding prospects through multi-video sales funnels. While these elements are still valuable, the process has been streamlined somewhat. Combining a webinar and a long-form sales page can be highly influential today.
Crafting Your Sales Message
The linchpin of your sales process is your ability to explain your coaching program in a way that resonates with your prospective clients. Focus on addressing their hopes, fears, and desires, and clearly articulate how your coaching program will help them achieve their goals and overcome their challenges.
The Automated Webinar Approach
An automated webinar can be a powerful tool for high-ticket offers (generally $1000 or more). Here’s a typical structure:
- Introduction: Establish your credibility and connect with your audience.
- Problem Identification: Discuss the challenges your potential clients face.
- Education: Provide valuable insights related to your coaching area.
- Offer Build-up: Detail what clients get (week-by-week breakdown, access to you and your team, etc.)
- Guarantee: Reduce perceived risk.
- FAQs and Q&A: Address common concerns.
- Testimonials: Provide social proof.
This approach can lead to a 90-105 minute presentation, which can be automated for scalability.
The Human Touch in High-Ticket Sales
Even with a comprehensive automated webinar, many potential clients want to speak with you directly before making a significant investment. A brief call option (around 15 minutes) can significantly boost conversions. Without this option, you may lose potential clients who need that personal connection before committing.
Selling Lower-Priced Coaching Services
The sales process can be slightly different for coaching programs priced in the hundreds rather than thousands. A long-form video sales letter (VSL) on a sales page can be effective. While the investment is lower, it’s still not an impulse purchase, so you must build value effectively.
A Framework for Selling Coaching Online
Here’s a basic framework for selling coaching services online:
- Traffic Source → Automated Webinar (for 4-figure offers) → Long-form Sales Page (for 3-figure offers)
- Automated Webinar → Application or Checkout Long-form Sales Page → Checkout (or Application for pricing flexibility)
Testing and Refining Your Approach
If you’re unsure about pricing or the best sales approach, start by using an application process and selling on the phone. This lets you gather valuable insights about your potential client’s needs, objections, and price sensitivity before automating your sales process.
Key Takeaways for Selling Coaching Services Online
- Understand your offer’s position in the complexity-price matrix.
- Craft a compelling sales message that addresses your clients’ hopes, fears, and desires.
- Use automated webinars for high-ticket offers and long-form sales pages for lower-priced programs.
- Don’t underestimate the power of human interaction in the sales process.
- Be willing to test and refine your approach based on real-world results.
Remember, selling coaching services online is about building relationships and trust, even in a digital environment. By creating a sales process that educates, engages, and addresses your potential clients’ needs, you can successfully sell your coaching services online and impact your clients’ lives.
Need help setting up your online coaching sales funnel? Click here to book a free action plan call! We’ll help you design the perfect sales process for your unique coaching program!