You have amazing sales messaging for your coaching business that is attracting the kinds of clients you always dreamed of. This could be a huge turning point for your business – as long as you deliver on what your sales messaging promises. It’s time to audit your coaching program, client processes, and additional services.
Why Your Coaching Business Needs to Deliver on Sales Messaging Promises
Your new coaching program sales messaging has been crafted to attract your dream coaching clients. As long as you are sharing that dream-client-attracting sales messaging, then you will onboard those dream coaching clients in the near future. Those clients will have expectations of you and your coaching program based on the promises your sales messaging made. If they feel that you fell short of those expectations, they will not be happy clients. They may feel lied to, or like, as a coach or business owner, you are disorganised or inexperienced.
In the best-case scenario, those dream coaching clients will not give glowing testimonials that attract yet more dream coaching clients. In the worst-case scenario, they might actively warn off people in their network. They may leave bad reviews online or post about their terrible experience on social media.
Your coaching program needs to deliver on sales messaging promises because those promises are the reason that your client purchased the program. Your processes need to deliver on those sales messaging promises because they are just as much a part of the experience as the actual coaching sessions. That includes:
- Client enquiry process
- Onboarding process
- In-between session communication
- Offboarding process
How to Audit Your Coaching Program to See if You Deliver Sales Messaging Promises
Go through all the coaching program sales messaging that your client will see. That includes the content, the ads, the sales page, and confirmation messages. List all the promises you explicitly make. All of them.
Then, go back through those things and list all of the expectations that coaching clients may have based on how your sales messaging is presented. This includes looking at things like the images and design, the testimonials, and sales page layout. The general “vibe” that your sales assets and content give a reader will create just as many expectations as what you explicitly say. Ask yourself:
- What kind of personality will coaching clients expect me to have as a coach?
- What kind of expectations will my ideal coaching clients have based on the course pricing and refund policies or guarantees?
- What do the graphics and design elements say about my coaching business?
- What expectations will my clients have based on the words I use to sell my coaching program? (What expectations would words such as exclusive, supportive, or holistic create?)
- What expectations will my coaching clients have based on the aspects of my coaching that I highlight in my coaching program sales messaging?
If your sales page is packed with personality and peer-to-peer language, then your coaching clients will expect you to be like that. They feel like there’s been a bait and switch if your coaching style is more corporate and reserved. There’s nothing wrong with either type of coaching, it is just not what they signed up for.
If your coaching program sales messaging emphasises the fact that your coaching program is tailored to their demographic, then they will expect things that make their lives easier. Younger demographics may expect communication to be on their phone through WhatsApp instead of via email. They may expect you to use the latest technology or set up a group chat on the social media app their generation uses most. They may expect interactive forms and workbooks rather than things that require a printer. They may want direct debit payments rather than having to deal with invoices.
Think about the expectations your dream coaching clients may have based on how you present your coaching program in the sales messaging. If you’re unsure what your dream coaching clients may interpret certain words or terms to mean, then ask them. Talk to current or past coaching clients that are your dream coaching clients and ask them what their expectations are. Ask them what kind of things you could add, take away, or change to make your coaching program fit how you want it to be perceived.
Make Changes Based on Your Coaching Program Sales Messaging
Once you have identified what expectations your dream coaching clients will have based on your coaching program sales messaging, evaluate that against your coaching program and associated processes. Where do you deliver on those expectations? Where do you fall short? This will give you a to do list of what changes you need to make to fulfil your promises.
Prioritise changing the things that fall significantly short of expectations rather than the easiest things to change. You want to change the things that would overshadow the success your dream coaching clients will face. The things that are small annoyances can wait.
With each new dream coaching client you coach, there are opportunities to continue to collect feedback throughout the coaching process. You can identify areas where you can better serve your dream coaching clients. For example, if you notice that your coaching clients don’t respond to emails, ask them if there is a better way to communicate. You may identify a way that you can tailor your coaching program even better to your ideal coaching clients. Don’t just wait until you offboard to collect feedback.
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