What is a Coaching Package Template?
A coaching package template is a blueprint you can use to fill in the details of your branded coaching package that presents an overview of the content and offers the material in different coaching package pricing options. The template is used to define your coaching packages to make a clear offer to potential clients. Following a template will allow you to hash out exactly what you offer and what the client can expect, serve as a marketing tool for your brand, show your authority and bring value to your coaching package.
Why do I need a coaching package template?
It is important to follow a coaching package template so that you can be sure to incorporate all the benefits and results from your coaching package promises and so that it is easy for your potential clients to follow and understand. A template will help when a potential client wants to refer to your coaching package if they are contemplating the reasons to purchase or if they need to discuss with their partner before investing. The points of benefits, the promised results, and most importantly the value of the purchase will be easy for your client to recall when discussing and making their decision to work with you.
Types of coaching packages
There are different types of coaching packages, but the templates for each should be similar.
The first type of coaching package focuses on one result. It has a specific outcome that you deliver in a specified period of time and the coaching ends then. This type of coaching package may be tricky for creatives as hitting the required target in a limited amount of time may be intimidating. Parting with a chunk of money for this type of coaching package seems riskier to your client because if they do not complete the goal of the package, then they have wasted their money. Your client must have the time and focus to successfully complete this sort of package, so right off the bat, as a coach, you may be alienating a group of clients.
The second type of coaching package, and the one I encourage, is providing support for ongoing results. In this coaching package you teach a structure of strategies and methods that your clients can improve upon over time. A package like this makes your clients feel like they have time to learn the information with continuing encouragement. This package feels like more of an investment and your client has more control of their schedule and outcome.
This is not to say that the first type of package has no place in coaching. Perhaps you can offer an option for those who have the time to spend and want a quick coaching session. As you will learn, the blueprint for your coaching package template will be the same in both types of packages, the former will just be condensed and maybe not as pricey as the latter. The results will be the same with similar benefits, but the longer coaching package will offer more features and in-depth coaching. My coaching packages are formatted in ongoing support, so I will focus this post mainly on that, but keep in mind the information can fit into the shorter coaching package as well.
How to package your expertise into a goal-focused coaching package
Before you dive in, there are a few things to consider. Talk to clients you have worked with and have a good rapport with. Ask them what they liked about your coaching, what you need to improve on, and what drew them to you in the first place. Take their comments into consideration, but never lose sight of who you want as a client. Not all clients are created equal, but you know who your ideal client is and what their values are.
I love the expression, “for me, for you, for us.” This sums up my philosophy when creating a coaching package. Start by knowing what you want for yourself, ask clients what they want, and deliver to make both parties successful.
Rely on your own experience in coaching or teaching. Have you taught or participated in workshops? Where did the questions develop? When were the aha moments? Create your package around these by clarifying the questions and emphasizing the aha.
I have seen other consultants tell their clients to conduct research on their competition when designing their coaching package. I personally don’t think you should focus on other coaches. What works for them may not work for you. Design your package on what feels right for you and the outcomes that will make you feel successful as a coach.
How do you price coaching packages?
Pricing your coaching packages is one of the trickiest aspects of creating a coaching package. How do you evaluate your worth as a coach, especially when you are just starting out? Check out my blog for an in-depth look at how to set coaching package prices, but I will give a brief overview here.
- Figure out how much you need to get paid to live nicely as an independent, to pay your bills, expenses, in a nutshell, there is your coaching package pricing.
- Don’t get hung up on the number because you will market your coaching package showing the benefits and results which will justify the price. How much is your ideal client willing to pay you? Market your price based upon the values your ideal client has, not their bank account, which will determine how much your potential client is willing to pay. If a client genuinely wants to learn and be successful, the price tag is not going to matter in the long run because they know what they will get out of your coaching will exceed any dollar amount.
- Experience and social proof do not necessarily need to be a determination of your coaching package prices. If you are new to the field, you will not have much of either of these. But you are certified, knowledgeable, professional and desire to teach others, so price your package based on this. Don’t sell yourself short because you don’t feel like don’t have enough experience. Your package tells a different story. You are an expert willing to share your expertise with others who are willing to pay.
- If you offer multiple templates, researched information, and recorded presentations that can be revisited, you can price your packages at different levels. If you offer one-on-one support and continued support, you can price your package higher. The more support you offer, the more justified your high price is, and the more participants will be willing to pay.
What’s in a name?
Give your coaching package a name. If you have different levels of support and tiered pricing, give those a name too. Make the names memorable and obvious to what the package will include. People remember sound before they remember sight, so using words that flow well will help the name of your package stick. The use of alliteration or rhyming words helps to make the name of your package memorable. My coaching package, for instance, Impact with Integrity, uses alliteration and makes it memorable. Another way to come up with your coaching package name is to use the benefits and results that your package promises, such as 90 Days til Spiritual Healing.
The elements of a coaching package template
You are likely asking yourself, “How do I create a signature coaching program?” As you begin your coaching career you will notice you do the same steps over and over again and in a particular order. This will become the method for your blueprint. Map out your steps and turn them into your signature strategy. See? This is why I don’t advocate you worry about your competitors. It is your method, the way it works for you; it’s your coaching package!
Once you create your roadmap, you can package your method in different ways. You can offer a private package, a group package, or a hybrid package; you can build live online courses or recorded sessions. The framework will be the same for each package, but now you have different packages you can price accordingly, which gives your clients a choice as to how much they want to invest.
For example, my own coaching package, Impact with Integrity is my framework and the information is broken down differently depending on the package my client chooses. I offer a VIP Day that is a crash course, saving more time and a bit more expensive. Or I offer a few different timeframes at different prices. The roadmap, values, and outcomes are consistent throughout all packages, only the way I present the information and the pricing differs.
How do you write a coaching plan?
A visually stunning cover page. First impressions are important; especially in the online world! If you don’t wow the client right off the bat, they are likely to keep scrolling. Use your branding, the same colors, fonts, and style in your coaching package as you do everywhere else- stay consistent. Check out Gabby Bernstein’s Spirit Junkie course or any of her other online coaching packages. Her page is visually appealing and consistent within all her platforms.
Quick introduction. Briefly introduce what your package is. State your mission and explain what the client will gain from your coaching package. Matthew Kimberly does a fantastic job of a quick intro for each of his coaching packages. Through his introductions, the client can pinpoint their need and invest in the solution that works for them.
About me. I have a whole blog post on how to create an “about me” section. Here you will tell your relatable story and how you overcame an obstacle and that is why you are here today to help others with a similar story. The “about me” is less about you and more about how your package can help your clients and why they should invest in your coaching package. At The ReConnected Life, Emily paints a picture of how a typical day may be for her target audience. If you are an ideal client for Emily, you will see yourself in this painting, immediately feel connected and compelled to work with her.
Who I work with. Rather, who you don’t work with. Pointing out characteristics that would not benefit from your coaching package will help to filter out people you don’t want to work with and saves time for everyone. You want your clients to share the same values as you because that is what your coaching package is based on. Craig White blatantly lets you know if you will be a good fit for his programme. This tactic works well to immediately deter anyone on the fence from investing and wasting a whole lot of time and money.
The coaching process. How does your coaching package work? Talk about your signature coaching process and explain any tools or methods that you use. Make this section clear so that your clients understand exactly what to expect when they sign up to work with you. Denise Duffield-Thomas lays out a blueprint of how her coaching package works and what tools she provides to be successful. She even gives a glimpse of the types of modules her clients can expect.
Coaching packages. This is also known as the features section. Go into detail about each of your packages and what results and timeframe your client can expect from each one. Paint a picture of what it is like working with you, emphasizing the time and research your package will save them. Zest for Balance breaks it down nicely for their clients by what each programme offers, the timeline, and the results for each.
Investment & coaching package prices. Ok, so maybe not the most fun part of creating your coaching package, but it’s necessary. Reiterate the value of your coaching package. What will the client benefit the most from making this investment? Be specific about what each package includes so your client understands the value of what he or she is getting. I like to use the phrase “time collapsing.” This means you are saving your client time. And time is perhaps the most valuable aspect of all our lives. You have already done the research and mapped out the journey your clients will take to become successful. Melissa Ambrosini makes no bones about her coaching package pricing. She promises the moon and delivers the world, and for only five lucky people, the price tag is justified and worth every penny.
Bonuses People love free stuff! Throw in a few freebies like an extra template or a “free” one-on-one call. If you are running a special explain that if they sign up today, they can get a lesser price than if they sit on it for a week. Or maybe you can throw in a couple of the features from a higher package for a limited time only.
Onboarding process Explain the next steps after your client signs up. Tell them they can expect an email with a link to the portal and a password and then access to your coaching package. Amber Haider delivers step-by-step onboarding processes and next steps in her coaching package.
Success stories If you have testimonials or case studies, use them! Sharing success stories will shine a light on how passionate you are as a coach and that your package has helped others achieve their goals. Testimonials vouch for the benefits that you promise your clients. They will see that like-minded individuals made the investment with you and your methods truly work.
FAQ If there are commonly asked questions that don’t necessarily fit into your package, add them here. FAQs can be objections you’ve heard from past clients or people you would love to work with who are on the fence. Ann Van De Perre has a way of wording her FAQs as though a client is having an internal dialogue on whether to make the investment.
Call to action My advice for a strong CTA is to get your client to book a free consultation. This way you can ask questions. Your client has already read through your coaching package template and knows a bit about you, and they have made it far enough to your CTA. This call is by no means a sales call. You know that you can deliver. The client on the other end of the phone knows what you can do. This call serves as an interview for you to find out if this client is a good fit for your programme. You can figure out if they are a good candidate to take the steps you coach and truly impact their lives. Mira Joleigh offers a new client breakthrough session to make sure her clients are fit for her coaching packages.
There you have it. My in-depth take on a coaching package template with coaching package template examples.
But now that you have the details on how to create your coaching package, I have one last bit of advice. I personally do not lay my template out for just anyone to scroll past. I have a sneak peek at my pricing which doubles as a freebie and a lead magnet. If a client is intrigued by what I have to offer, they fill out their email and they can take a sneak peek at my pricing. I get a new email for newsletters, and they get more info on the investment. A win-win!
Tools to easily create a stunning coaching package template
So where do you even begin to create a coaching package template? There are so many different tools available on the internet that literally can walk you through the process.
Canva is user-friendly and has a plethora of templates. You definitely don’t have to be techy to use this site. Believe me, I used this site for my pricing freebie! There is a free version of Canva, or a membership unlocks even more templates.
Would you believe it if I told you Etsy has coaching package templates? It’s true! Etsy is not just for cute and crafty products. Graphic designers sell templates as well. Even easier than Canva because the template is already laid out for you, you just fill in the blanks! Find a template that matches your style and read the Etsy reviews before you purchase.
If you personally know a great graphic designer, hire them to create your coaching package template. This helps a fellow creator and allows you to have more hands-on suggestions and personalization.
There are other networks you can find graphic designers, such as Upwork or Fiverr. Be wary of these sites, however. Most of the time the graphic designers are newbies, which is great, but they may not be the easiest to work with. You can find great graphic designers though for an inexpensive price because they are so new to the industry.
Envato is another online space for creatives who sell their templates. You can even hire an Envato designer to personalize your template.
Coaching package examples
Aside from the few coaching package examples, I shared above, here are some more specific coaching package templates that work.
Business coaching package
Dave Moreno is a no-nonsense type of business coach. He tells you straight up what you will get from his coaching package, who he will not work with, and the results you will see if he chooses to work with you. That’s right. He said it. He chooses who he works with because you get unlimited access to him for a whole year.
Dave has two different coaching packages for two groups of people. In each, he lists what the package provides and what the client should expect as the outcome. He tells his story in hopes that his clients will relate and book the session.
Lisette Leuftink has a stunning coaching package template. She offers two different types of packages, lays out the expectations to get the results, paints a picture as to why someone would need a coach (smooth move comparing an athlete trying to get to the Olympics without a coach), and uses her call to action to learn even more about her program.
Life coaching package
Roza Rashed has a simple, straightforward coaching package template. She offers two different packages, a shorter one and a longer one at a higher price. She also offers a free discovery call to see if her coaching is right for the prospect. Roza gives nothing away until you sign up or after her discovery call. This exudes confidence in my book!
You are a great coach. You know what you have to deliver is worth every penny. Having a method and being able to package your coaching in various ways gives you so much more opportunity to serve those who are quick decision-makers, those who can afford the highest package, and those on a tighter budget who still want to benefit from your expertise.
Stay consistent with your branding and create a clear-cut coaching package template and you will be on your way to selling your coaching packages, no matter the price, in no time!
To gain insight on branding check out my blog post on how do I brand my business.