6 Mistakes Most Coaches Make When Creating Programs
If you are struggling to create programs that sell, you will be even more interested in programs that sell quickly? Throughout my years of coaching coaches, I’ve found that they have so much information that they don’t know where to begin when it comes to creating robust programs that your target market is looking for.
Here’s why:
While going through the certification process students are given tons, and I mean tons, of information that they’re supposed to formulate into programs. There are so many potential topics in these reams of paper that it’s difficult to determine the starting point. That’s when overwhelm, stress and frustration set in. Some say it’s impossible to sort through all that paper. However, if time is set aside to evaluate that plethora of paper, golden nuggets begin to pop out.
Mistake #1
Most coaches will not take the time to sort through the massive amount of information they’ve stashed away so they choose to attend one event after the next in hopes of finding the answers for what they “should be” doing next when the answers are probably sitting on the shelf at home in binders.
Mistake #2
Many Entrepreneurs feel as though the first thing they should do is spend vast amounts of time and money creating business cards, a website, and flyers. This is a big waste of time and money when the first thing they should do is begin defining a target market to sell too and then go talk to those people.
Establishing your target market ensures that your messaging will resonate with clients who have the need or desire for your skills or product. This critical step has a significant impact on the stability of your business and increasing sales. Your target market refers to the people who fit into your programs, products, or services correctly. These are the clients looking for you who can afford what you’re selling. Wanting to help everyone isn’t the answer. Think about who might be looking for you and who might need the benefits you offer.
Focus only on the reality you want to create
Mistake #3
Many coaches believe that the answers for making money are found in attending networking groups. They spend lots of money on travel, lunches and time. The challenge here is that they don’t take the time to determine if the networking groups they attend are the right people to network with.
The first question would be, do the attendees have money? Have you ever experienced running from one networking group to another, and then when you file your taxes, it suddenly becomes clear that you have not made enough money to pay for all of the attendance fees? That has happened to me, too, and it didn’t make me very happy.
Most networking groups are pretty incestuous when it comes to money. I say this because the same money changes hands over and over again. The funds may at some point land in your hands, but it’s only temporary because you will eventually end up spending it with another member when you need something for your business. The way to get around this is to play a bigger game and get out of your backyard. That means it’s imperative that you become visible on media so you can work with clients around the world.
What part are you meant to play in the presence of so many others?
Mistake #4
Mistake #4 is not selling the proper programs to the appropriate people. As a result, rejection becomes a coach’s #1 fear. The reason is that you are attempting to sell what you are peddling to people who don’t want, need or can’t afford it so you’ll always get a no. That’s why it’s best to define your target market first and then develop your programs around their specific needs.
Programs need to be easy to digest, implement, and practice. That means they can’t be too cumbersome. You already know what it feels like when someone hands you a binder full of paper, so don’t do that. It gets thrown away anyway. Keep your program curriculum smaller and take more time to show your clients how to implement what you are teaching.
Mistake #5
Improperly priced programs are probably the most significant pitfall. I’ve chatted with coaches who established their first program at a $5000 price point. That sounds awesome, but it’s tough to sell. You need to be known, liked, and trusted before anyone will layout that much money for a program. Potential clients need to see that you are doing what you want to teach them to do.
It’s always good to divide your teaching goals into three courses that graduate in cost. Many times the first program is so dense that you can’t get through it in the allotted time, and many students are left behind. It’s best to talk to a coach about how to structure your programs with the right price points.
Mistake #6
Hiring the wrong coach is mistake #6. It’s easy to hire coaches, and there are hundreds of choices. The question is, has the coach you want to hire accomplished what you require to move you to your next step?
First, define in your mind what you want to accomplish next. Then look for someone who is already doing what you wish to achieve. Don’t get in a hurry. When I was writing my book, I wanted to hire someone that was getting paid speaking gigs as a result of writing their book. It took me three years to find that person, but it was worth every penny.
Now that you know the six mistakes most coaches make do what you can to shift gears and think intelligently about your next steps. Don’t get caught wasting time and money so you’ll still be in business next year. I look forward to meeting you out in the field.
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