Starting your coaching business is filled with a long list of todo’s. You have to identify your ideal audience and your ideal client (yes, they are two different profiles), define your unique methodology to your field of coaching, create your signature coaching program, and more! And every day, it seems like the list gets longer and longer.
One major item on this ever-growing to-do list is for you to attract and convert clients. And you must do it consistently. You can’t just do it once and be set for life. How can it be done? How can you attract quality prospective clients and convert them into ideal clients?
The answer is simple. It’s with a sales funnel.
But what is a sales funnel? And what type of sales funnel do you need in your coaching business?
I’ll share with you 2 main sales funnels I believe every coach should have set-up and running seamlessly in their business. Whether you’re new to coaching or an expert coach of 5+ years, these three funnels are a must.
What is a Sales Funnel
A sales funnel is a step-by-step process that moves your prospect closer to accomplishing your desired goal or intended action – purchasing your coaching course, program, or 1:1 coaching service. While they are being led through this process, you should address their pain points, offer support, increase awareness of your brand, and offer an experience that convinces them that you’re the right coach for them.
A sales funnel provides a unique opportunity for you to turn qualified prospects or leads into rockstar clients and, ultimately, raving fans or brand ambassadors. Every encounter with you and your business, your clients deepen their relationship with you and their desire to buy more from you.
Funnels not only build awareness of your coaching business, They will help you build your tribe. You can build a quality email list that you can continue to nurture at any time.
Sales funnels will have numerous moving parts. There are landing or sales pages to create, emails to write, images to design, and various tech platforms to connect. The most important element of a funnel is strategy.
The strategy for funnel building can be likened to a map. It will help you identify the objective – to obtain more coaching clients, build awareness, or create an audience/email list, and create a plan of action for you or your team to take.
Now that you know what a sales funnel is, let’s discuss which type of funnel you need in your coaching business.
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2 Best Sales Funnels for Coaches
To ensure you meet your intended outcome, you must know which funnel aligns with that goal. There are many sales funnel options out there for you to choose from. It can get overwhelming trying to figure out which one is right for you and your business. I’m going to make it simple for you.
I will show you 3 sales funnels that you can create and start cultivating your audience or nurturing your leads this week!
Lead Magnet Funnel
A lead magnet funnel (I like to call it a lead offer) is one of the simpler funnels that you can create. Its job is to attract your prospects, like a magnet, to a free introductory offer from you. With this offer, you’re providing something of value or a minor transformation to your audience in exchange for their contact information. With their permission, you can later contact them about opportunities to work with you on a larger scale.
Here’s how it works:
LANDING PAGE. A prospect will be directed to your landing page for your lead offer (aka lead magnet or freebie). Your lead offer can be anything from a downloadable pdf, a free course, a workbook, or a checklist – you get the idea. In return, they will submit their name and email address. This will be connected to your email marketing system, which will collect this data.
THANK YOU PAGE. After your prospect has entered their email address and other requested information, they will be led to a page that thanks them for submitting their information. This page can also give them instructions on how to access the lead offer. Some of my clients have used this page to include additional resources or tools, like their Facebook group.
EMAIL SEQUENCE. This is vital in continuing the nurturing cycle of the relationship with your prospects. You may have seen these emails referred to as nurturing or welcome sequences but they all serve the same purpose – to cultivate relationships. I recommend starting with at least 4 emails after your lead offer delivery email. The very first email should deliver what you’ve promised your leads and instructions or a link to download their freebie, The second email is a follow-up email that will include 1 or 2 additional tips in connection with the offer they registered for. In the third email, you want to make it personal and share your journey of how you became a coach specializing in your niche and that you can relate to their pain, frustration, and fear. In this email you can focus on your turning point, your why, and what experience makes you the best coach for them. The fourth email should provide testimonials and case studies. The final email will focus specifically on your high-ticket offer. You can offer a special promotion or opportunity if you like.
In emails 2-4, you can mention your high-ticket offer and encourage them to register for a call with you. However, you don’t want it to be over salesy nor do you want to mention it in your first email, the delivery email. That may be too pushy or too soon for your audience. Remember, you want to build a rapport with them. You don’t want to come on too strong and scare them off.
Here’s what this flow will look like:
High-Ticket Offer Funnel
A High-Ticket Offer Funnel is designed to attract excited prospects to your top-tiered or high-priced offer. This will include offers priced over $2,000+. This funnel drives traffic directly to your premier offer.
This premium funnel is unique because it’s less about nurturing but more about directly addressing the pain and needs of your ideal client. Therefore, the content on your sales page needs to be more focused and detailed.
If you are a new coach, you don’t have to overdo your high-ticket offer funnel. Keep it thorough but simple.
Here’s an example of a simple but effective high-ticket offer funnel.
With this funnel, you have the option to add an application or not. As a consultant of flourishing high-impact coaches, I encourage you to add an application to your funnel. This helps to provide you with more information about your prospect and it aids in flushing out not ideal clients.
SALES PAGE. Your sales page is a major component of your funnel. On this page, your goal is to do 3 things, to: 1) Captivate, 2) Connect, and 3) Convert. How can you do this on one page? Your sales page can be divided into a few sections. Your Headline – captivates your prospects’ attention. It needs to be powerful and meaningful. It will grab their attention and encourage them to read more. Your next section focuses on the Problem. Here you will emotionally connect with your prospect. You show them that you fully understand what their problem is, what their frustrations and fears are, and you know what their aspirations are. After you’ve focused on the problem, it’s time to introduce the Solution. You may think, “this is all about my offer!” Yes, but no. First introduce yourself and what makes you an expert to help them. Offer proof in the form of testimonials or brief case studies. Then, introduce your offer. List the details of your offer. Remember to be specific. List any bonuses, resource, tools that they will receive and why they need it. The final section of your sales page is the Call to Action. In this section, you’ll add your Buy Now button and list your guarantee, if you have one. Some coaches will insert a Buy Now button throughout their sales page, and that’s totally fine. However, this section must be in more detail and more than just a button. After this section, you can add an FAQ section if you would like.
APPLICATION PAGE. This page is optional, but I encourage you to have this page included in your funnel, especially if your offer is a program that involves working with 1:1 or in a group setting. This will help flush out not ideal clients and allow you to downsell them to another product or to a 1:1 call with you (on this call you can do more digging and ask more questions if you need to qualify them).
CHECKOUT PAGE. I believe this is self-explanatory. If you want to add other products as an add on or a tripwire, you can. However, I encourage you to keep it simple. Don’t distract your clients with more offers. Especially if you’re selling your highest offer.
THANK YOU PAGE. Since this is a high-ticket offer, you will want your Thank You page to be more than the basic “Yay, you made it” kinda page. To spice up your page, I encourage you to add a video to this page. Your video should feature you thanking your client for purchasing your course/program/service. You should reassure them that they made the right choice to work with you, And, you should share with them what the next steps are and what to expect.
EMAIL SEQUENCE. A high-ticket offer is a true sales funnel. Your prospect has officially become a client. Therefore, any action after the sale is a part of your onboarding process. This includes your email sequence. This sequence may be a lot shorter than any other sequence you may have in your business. So in this sequence, your initial email should echo your thank you page or welcome video. It should confirm their purchase and welcome them to your program, inform them of any next steps, and let them know what to expect. If they are gaining access to a platform that requires a username or password, you can add that information here or in another email.
As you can see, constructing even a simple funnel involves strategy, work, and insight. However, once you construct your funnel, you can continuously drive traffic to it and allow it to convert prospects into qualified clients.
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