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High-End Coaching: Six Essential Ingredients for a
Program That Sells
by Marcia Yudkin
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.
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.
The author of 16 books and nine multimedia home study
courses, Marcia Yudkin has been selling information in one form or another
since 1981. She has offered high-end
coaching programs on completing a book, starting an information marketing
business and personal branding. Download a free recording of her answers to the most commonly asked
questions about information marketing by entering your information into the
privacy-assured request box at http://www.yudkin.com/infomarketing.htm .
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