Why You Need to Create a Program for Your Coaching Business

When I talk to clients about coaching programs, many aren’t exactly sure what I’m talking about. A coaching program is simply a type of product.  But wait, you might be thinking, I don’t have a retreat ! I’m not selling a book! I just do one:one coaching.

Well that may be true.


You still need a way to sell your coaching services.

You can’t just sell your awesome amazing-ness.

Well, you can….You know I think anything’s possible…But it may be more difficult for people to buy from you.

Most people need to know what they are buying, before they actually commit to buying.

Think about washing machines. All the washing machines out there for sale, we know they all pretty much do the same thing. We put the dirty clothes in, push a few buttons, and magic! Clean clothes. We know the premise, can see and understand the product, so we buy based on the other standard stuff, like price point, quality, brand reputation, design, etc.

Coaching is a service, though; and unlike legal or financial services, it’s not necessarily widely understood.

Price, quality, brand reputation, etc. are all important, of course, yet here’s where I see a lot of newer coaches fall short. They are trying to sell their coaching services simply based on a number of sessions and a price point.

One hour of time with me equals x amount of dollars.

And whether four sessions cost $1000 or four sessions cost $300, people want to understand what they’re getting for their money.

Not that time with you isn’t valuable, but…unless someone already knows and trusts you and your coaching, it’s going to make itharder for them to buy when it’s not clear what exactly they’ll get for their money.

Let’s look at a typical way many coaches try to sell their coaching sessions:

Typical Work with Me Page on a Website

We work closely together to identify where you’re at, what your dreams are, and we map out a course to close that gap and move you closer to making those dreams a reality. We will work one-on-one, having regular coaching calls to discuss the areas of your life where you are unhappy and looking to make changes.

  • Four coaching sessions (or months) = $x

  • Six coaching sessions = $x

  • And so on

That’s not all the information they have on their website, of course. But when someone wants to know what, exactly, their money is going to get them, the details just aren’t there on the page.

I’m going to take the same basic information above and turn it into a formal coaching program, making it feel more like a product.

Chart Your Course for change

In this coaching program, we’ll work to identify where you’re the most dissatisfied in your life and get back in touch with what your dreams are. We’ll chart a course to close that gap and move you closer to making those dreams a reality.

 Learn the power of your dreams, how to overcome limiting beliefs and move into living the life you’re longing for.

 Through this program, you’ll be able to:

  • Find and clarify your deep-seated desires

  • Learn tools to help you move forward in your life, in accordance to what you really want, not what you think you should want

  • Discover how to face your fears and overcome limiting beliefs that may be holding you back

  • See how living your life in alignment gives you lasting inner confidence

  • And so on

Included in this program:

  • Comprehensive pre-work questionnaire to help you identify your values and where in your life you want the most change

  • One 75-minute discovery deep dive coaching session to review the pre-work in detail, establish what’s important to you, and how we’ll use foundational tools to move forward

  • A suite of personalized tools to help you find and use your inner guidance system and break through limiting beliefs

  • Four 60-minute coaching sessions to help keep you moving forward, building self-awareness and finding the strategies that work best for you

  • Routine homework exercises to keep your momentum going between sessions

  • Ongoing coaching via email or text in between sessions for quick questions, support and homework accountability

  • One 45-minute review session to integrate the work completed, acknowledge where you are at, and establish next steps to sustain progress

  •  And so on

Big difference, right?

This isn’t a one-size fits all formula, and the coaching program you develop should be highly personalized to fit your strengths and passions, as well as your process with your clients, but you get the idea.

You can add in as many benefits and features as you want to deliver and that you think will appeal to your ideal clients. The title needs to be powerful, and the copy should be specifically tailored to reach your ideal clients.

The more detailed you get in your process and the problem you are solving, the easier it is to develop a program that will sell.

Now it’s your turn. Think about how you’re currently selling your coaching services. Is there an opportunity to get more specific?

Creating an amazing coaching program that fits you perfectly lets you have something you love to market and helps your ideal clients quickly realize you’re the one to help them.


If you need help creating a program for your coaching business one that’s aligned to your strengths and everything unique that you have offer, I’d love to talk to you. You can set up a no commitment, free 30-minute consultation call here and we can talk about your coaching program and your vision. There’s absolutely no obligation to continue on and work with me after the call. I love connecting with coaches, hearing about their passions, unique genius, and hearing how they want to show up and help make the world a better place.




 Photo by Mike Petrucci on Unsplash