How To Sell Laser Coaching by Rob Goyette
You can sell laser coaching as a form of one-on-one coaching, and that makes it irresistible to clients.
Several years ago, I was working as a coach and my rates were $3,000 a month, and I was having trouble getting clients.
And so I asked myself, what would make a coaching offer just so irresistible that everyone would want to sign up with me?
And I thought, “Well, I normally speak with clients for one to two hours once a week.”
What if clients had unlimited coaching sessions with me?
They could have as many as they want - that would probably make it irresistible.
But then I asked myself, could that get unmanageable?
Would people just fill up my calendar like crazy, and would it also take way too much of my time, no matter how much I charged for it?
And I realized that when I was on coaching calls, the heart of each coaching call could really be handled in about 15 minutes.
A lot of coaching calls (if the client had one hour or two hours), we would find ourselves talking about the weather or what's going on, or, “What else should we talk about next?”
But if we could have coaching calls that were just 15 minutes - where they were super focused, got on the call with the client, found out where they were, gave them some direction on where to go, and we hung up - would that work?
And so I started getting this idea for these laser coaching sessions that are just 15-minutes long and how to sell laser coaching.
And I thought, “Well, if people had unlimited laser coaching sessions with me, could I handle it?”
Could I handle unlimited 15-minute calls?
And I thought, “Well, maybe, but people might book a whole bunch of calls and they might not show up”.
Or, “It still might be way too much of my time.”
And I came up with an idea to add to the model to sell laser coaching, which is a homework rule.
Oftentimes I found with the one-on-one coaching I was doing that clients, that we'd have great conversations, but they wouldn't really do the work in between the calls.
And I thought, “Well, it could be unlimited if we came up with homework on the calls and the clients had to do their homework before they had their next call.”
And then I started trying to figure out the scheduling of it, and I thought, “Well, if I use a scheduler, then they can have a link that they can use to get on my calendar once their homework is complete.”
In order to sell laser coaching, I packaged this up.
And I wasn't sure what to charge, but I thought if I charge $1000 for these 15-minute one-on-one unlimited laser coaching calls, would that be irresistible compared to the $3,000 a month I was charging?
So a thousand dollars for a year works out to less than $84 a month, and it seemed irresistible for the client.
I wasn't sure what it was going to look like on my end, but I decided to roll this out for eight people on my email list.
So I sent out some emails, and very quickly, eight people signed up for this.
And although it was easy to sell laser coaching, we didn't know what it would look like.
And during that first month, I was pretty busy, but I noticed that because of the homework rule, the coaching calls slowed way down toward the end of that first month.
So I thought, “Well, this seems to be working! Why don't I go ahead and offer eight more spots?”
And so remember, these are eight people paying a thousand dollars for a year of coaching.
And so in month one, I brought in $8,000 that I wouldn't have brought in otherwise.
Month two, another $8,000, because I opened eight more spots and it worked - signed up eight more clients.
And the same thing was true…I was busy with those new clients during the first month, but after a while, they started having fewer and fewer calls.
And I realized that it's sort of like a gym membership where people work out really hard during their first month in a gym, and then they work out a little less during their second month, and a little less during their third month.
And finally halfway into the year, they're not working out much at all.
And the same is true when you sell laser coaching.
So it was easy to sell, irresistible to clients, and I ended up spending about two hours of my time per client - which meant I was earning about $500 an hour for my time as a coach.
So the math all worked out really well.
And in the first year that I rolled this out, I enrolled over 50 one-on-one clients.
And the cool thing is I didn't have to do strategy sessions.
I set it up so that our first call was sort of the refund period.
That was kind of the strategy session.
So in other words, clients paid upfront.
And then during that first call, if either one of us felt like it wasn't a good fit, I'd refund their money.
And over all this time, since I've been offering and selling laser coaching, I only had one person ever take me up on the refund.
He actually refunded twice - he bought twice and refunded twice.
We tried to find a way to work together, and we just couldn't.
So one person ever refunded (he refunded twice), but most people, if they pay the money upfront and they're committed and have that first call with you, that first call is going to go really well.
And I realized that the first call needs to be longer than the normal call.
So the first call is 30 minutes, and every call thereafter is 15 minutes.
So the average client has about 7.2 calls, and since the first one is 30 minutes, it's a little over two hours on average spent with a client.
Some clients have a lot of calls, some clients have only one or two calls, but the average is somewhere between seven and eight - which means we're earning about $500 an hour for our time.
And we're not having to spend time with strategy sessions trying to sell on the call.
People are signing up via email because this is so irresistible.
Now, I realized after delivering this coaching for a while, what happened was there were people on my list who wanted to work with me, but they didn't yet trust me enough with a lot of their money.
And so during these laser coaching sessions, we built deep rapport and trust, and a lot of them ended up buying higher-end packages from me.
During our laser coaching together, I said, “Why don't we apply the thousand dollars you spent on laser coaching to a 3-day VIP Weekend?”
And a bunch of people loved that idea and signed up.
So the laser coaching is actually a great first step for clients to work with you before they invest in a higher-end program to build that trust.
I also realized that I didn't have to be the one doing the laser coaching over time.
It occurred to me that I could hire other coaches to both sell and deliver the laser coaching, and that makes it almost passive income, where my ROI for having coaches on my team (who both sell and deliver the coaching) is somewhere between 50 and 80%, depending on who does the selling.
So it's very lucrative to add coaches and really scale our businesses.
If you'd like to watch a short webinar that goes into detail about laser coaching and what makes it so irresistible to clients and to coaches, then please go to https://tgy426.isrefer.com/go/T2/S27/.
You can watch the webinar right away or you can sign up for a time in the future.
Thanks for reading this. And remember that to sell laser coaching, it’s all about trust and an irresistible offer.
https://tgy426.isrefer.com/go/T2/S27/