129: How to Maximize Sales for Your Group Coaching Program in 3 Steps
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Welcome back! I am truly grateful for you listening and fitting this episode into your day. This week, my purpose for this episode is to help you come up with a plan to increase the sales of your group coaching program.
We don’t have a program to make better unless we have people in the program, and so this episode is dedicated to you doing just that. But we don’t want just any people in your program. We really do want the RIGHT people in your group coaching program. These are people who are ripe for your training, and they need to meet other people like them, and help you create a supportive community in which they can meet their goals.
The three steps to getting the right-fit clients in your group coaching program
Making your program result-oriented
Marketing plan
Sales process
We are breaking this down in 3 steps right here. If you’re curious about how you can apply these steps to your own business, I am offering a done with you session called The Money Maker Audit. We will be taking these 3 elements, diving deep into each one, and refining it so you leave with an entire plan to sell your group program BUT also not make it your full time job to sell your program.
This should swiftly fit into what you do with clients and how you like to show up for your audience. We’ll be making some shifts around selling and messaging as well. If you’d like to book a money maker session, they are pretty limited in that I will only be doing them for a couple of weeks. The session is only $250 for a 60 minute private coaching call, and past clients get $50 off.
Send me a message on IG @theallisonnelson, or you can email me at allison@allison-nelson.com and use the subject line “money maker”
Create a results-driven group coaching program
Why is it so important to make sure your program has one result? There’s many reasons, but as your coach, I want to make sure that first and foremost, you’re clear as a bell as to who’s right for your offer and who isn’t.
That way, your messaging (which we will be talking about with your marketing plan) is clear as well. You’re going to be selling this offer and we don’t want to be confusing.
Confused people usually don’t buy, but if they do, it’s because they weren’t given the chance to self-qualify and they wanted to work with you, or threw themselves at a chance to be in a group, or it just wasn’t the right fit. Being clear on the result is important to get the right-fit people into your program.
To be clear, getting the right-fit people (and not just anyone) into your program is how you’ll make MORE money. Sometimes we think “well, this is such a broad result that I’ll be able to help more people” and it’s actually the opposite.
There’s abundance in saying that this is for a certain group of people, because even if you go from having 15 clients in a group to 7 clients, that’s 7 lives you’re more likely to change. Which means you’re more likely to re-sign those (my re-sign rate is about 30%, so let’s say 2 clients) into 1-1 or group again. Then you have a ton of case studies, testimonials, word-of-mouth type visibility going on.
Story time: I was just interviewed for a summit I’ll be in, and they actually prequalified me on the basis of having actual real life examples I can talk about to show my expertise in the area of groups and group coaching.
15 clients might feel amazing, but it’s short term because it will be hard to get them all to the result and have them work together when they aren’t all really there for the same reason or each other. That won’t lead to results that are as valuable for the clients AND the future of your business
Inside the Money Maker Audit, we will look at what you’ve already been able to accomplish for clients and narrow in on where they are RIGHT NOW. The marriage of that will be where your results are for your group coaching program.
Marketing your group coaching program
We want to make sure that your marketing plan is reflective of everything going on inside your program already. Not what WILL happen, not what SHOULD happen. But what has happened or is currently happening.
Have you ever been in a group program where the sales page went on and on about everything that WOULD happen or was going to happen? And so you join, thinking it’s going to be amazing, and then it’s not like the sales page at all?
This is happening more and more, and clients are way more wary than ever. It’s super hard to keep client’s trust now, so the way you create your marketing plan has to be based on the magic going on inside.
How do you market a group coaching program?
So what does this actually look like? Well first, you need to attract people - and there are about a billion ways to do that online. You’ll want to create that from 2 places - where your people are at this very second, and how you can best reach them.
Next, you’ll be using your marketing assets (this is your online presence, networking opportunities) to speak to what people really want to shift.
And: you’ll be selling - more than you are now. Mostly by talking about what’s happening in the program and what has happened and why it’s so possible for them.
At this stage, your people really need to see themselves in your clients, doing the work, having the conversations.
Inside the Money Maker Audit, I’ll be teaching you the kinds of posts and content that get the best reach and where your messaging points really lie so you can create however you want and know you’re getting across to the right people. That’s really where selling comes into play.
How to sell your group coaching program
Lots of coaches don’t actually have a sales process. Do you?
Most people come to me and ask me when a good time to sell is, how many posts before they can sell, how many followers before they can sell, etc.
This is where we’re holding back on something that can help our people, because of our ego. By refining your result, we’re not only doing that so you can get clear - we’re doing it so you believe in your result so much.
That’s going to help you sell because it’s going to be a good antidote to the ego. The ego tells you it isn’t safe to sell. But you really know that it’s actually the best thing you can do for someone who doesn’t feel good about their problem - you’re giving them a safe harbor to come back to as they go and get steps to fix the problem.
That’s actually what people want and we’re over here being like “nope, people will think we’re crazy car salesman.”
But the used car salesman thing is real and it’s a turnoff for sure, so let’s refine how we sell our programs.
Sell your group coaching program by following these 5 steps
So what does this actually look like?
It’s a commitment from you to do 5 things:
Sell every day
Have conversations every day
Actually listen to your people in these conversations
NOT coach them in these conversations (that’s friend zoning)
Not be attached to the outcome
Inside the Money Maker Audit, we create scripts together based on where you feel like selling is the best fit for you. This includes the conversations you’ve had in the past, the objections you typically get, etc.
What’s great about this sales process is that it’s connected to your marketing plan. Because these conversations you’re having go right into your marketing plan as well. You’ll address objections, you’ll tell stories, and this will go straight to the heart of the right fit person.
The 3-step process for maximizing sales in your group coaching program
The process for maximizing sales in your group program is really 3 things:
Results
Marketing Plan
Sales Process
This is a repeatable process so that you can spend less time marketing and lead generating and more time coaching and creating amazing programs and results for your clients.
It also frees you up for your life - which is a big reason why you decided to step into entrepreneurship. This is necessary to your freedom as an entrepreneur and being the best boss you ever had, not the worst boss you’ve ever had.
To get this all down for your group program in a done-with-you 60 minutes, you can message me about booking a Money Maker session by messaging me on IG @theallisonnelson, or email me at allison@allison-nelson.com.
>> I want a results-driven group program that increases my profits by getting better results for my clients and doesn’t burn me out as the coach!
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