Your Marketing Funnel, Tier 4: The Bigger-Ticket Item

This is the fourth installment in our five-part series, “Your Marketing Funnel,” designed to help coaches think strategically about the products and services they offer, as well as how to market them.

  • Part 1 discussed giving potential clients a no-cost “free taste”
  • Part 2 dealt with a modestly-priced offering ($5 – $30)
  • Part 3 covered low-risk, high-value information products ($30 – $75)

In this issue, we introduce the bigger-ticket item: a service offering that features direct contact with you, priced in the $75 – $150 range.

What Makes a Good Bigger-Ticket Item?

At each “touch” between you and a potential client (that is, a positive experience of you, your products, or your services), your “know, like and trust” factor increases. And if you’ve been diligent about consistently providing both value and calls-to-action along the way, many of your fans may now be ready to invest in a bigger-ticket item such as group coaching.

Designing Your Program

Creating a group coaching program need not be complicated. At a high-level, there are three steps in the process:

  1. Choose a “hot topic” – focus your program on topics that matter to your audience and showcase your expertise
  2. Divide your material into segments – these clusters of material will become the individual class sessions (you’ll probably end up with five or six – more on this below)
  3. Select a format – this could be an in-person event, a teleclass (via phone or skype) or a webinar (using a conference bridge that allows you to display slides to participants)

Building Your “Lesson Plan”

Once you’ve determined what your program will cover and how you’d like to deliver it, it’s time to map out the individual sessions. As you create your agenda, estimate how long you think each segment or topic will take. As you plan, keep an eye on the total length of the session – most tend to be in the 75 – 90 min. range.

Here’s an example to get you started:

Time Activity
5-10 min Intro (first meeting) OR

Debrief Homework from previous meeting (subsequent meetings)
10 min Instruction / Lecture
15 min Demo Coaching / Role-Modeling Exercise
15 min Pairs Work (or one participant coaches a volunteer while other participants observe)
15 min Pairs Debrief (or you lead debrief discussion)
10 min Synthesis – recap insights and explore “takeaways”
5 min Assign Homework

Ready to Get Started?

Why not try your hand at creating a group coaching program? Using the structure above, you’ll find that designing your program is a snap – just fill in the sample plan above with your own content. Repeat the exercise for the remaining sessions, and you’re well on your way toward your group coaching program going public!

Keep an eye out soon for the fifth and final installment, the big-ticket item!

Posted in: branching out