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How to Present a Coaching Offer
In this episode, Terrell Jones and I discuss how to present a coaching offer.
By listening to this episode you will learn how to focus on successfully making offers for your services.
We are live. And today I am here with a very special guest, Terrell Jones. And Terrell is a business expert, a business coach, as well as somebody who helps coaches and people who want to be speakers and do all the things. Today we’re talking together about how to create your compelling offer, because we both see clients about this topic. We both know that there’s some things you got to include in your offer, if you want to stand out in a very saturated market, even though it’s really not that saturated, as you know, Terrell, but you know, people think it’s saturated.
So we’re gonna talk about that today. But first. Why don’t you just introduce yourself, and please share one of the biggest mistakes you see with coaches when it comes to creating their offers? Yeah, absolutely. First, thank you for for inviting me today. Thank everybody for as part of Hailey nation, right? I just made that up. She doesn’t really say that to me behind the scenes, but I just thought it’d be cool to say, right?
No, so again. My name is Terrell Jones. And as Hailey mentioned, so when I am I’m a business coach that specializes really working with coaches and helping them scale up their businesses make highly transformational and impactful coaching businesses.
So they can change the lives of their target passionate, the audience they’re passionate about, and at the same time, help them create highly lucrative coaching businesses, I’m usually the six figure mark would be or beyond so that, that is what I do, in terms of in terms of offers.
So for those who are not, you know, super familiar with me. And, so my story started off me really graduating high school. And going into corporate America, making six figures. Which that wasn’t even something I was in a car is like my family because for those who know my story, I was literally in a place where I was in environments that you know, gangs and you know, and things that you could at the end of the day ended up, I could have ended up dead or in jail, right?
But. I ended up going to college, learning, you know, realizing like, okay, I want to do something more positive, and then realizing in college that I love entrepreneurship, graduating college, getting into corporate America, doing cybersecurity and looking back saying, hey, you know, I feel pretty good. I’m making six figures. But I’m looking at a lot of my friends, and none of them are either a didn’t graduate or they graduated, but they aren’t really in a field that they want to get into. So about seven years ago, I hung my hat.
How to assess what problems your coaching offer should solve for your niche
As a you know, as a college development coach. And a bit, one of the biggest problems that I had is I was I wanted to give value and help people. But I didn’t, I didn’t have an offer. And I didn’t really even know what the offer was when I first started. So I just know, I think like a lot of us and put that me, you know in the comments if it is you, where you know that you have the knowledge and advice to help your ideal audience. But you don’t necessarily know what the business side looks like. Right?
And that was me. I can give you advice on, you know, getting better grades. I can give you advice on you know how to get internships. And, I can give you a bunch of that stuff. But when it came to the business side of it, I didn’t know the first thing. And the first thing literally is identifying who your niche audience is. Which by the way we went live, I don’t, it might still be up on page, or Hailey’s page. Um, we talked about identifying your niche.
But the next thing you need to know is well, I know who I’m helping, but what is my offer? Right. And that was something that I didn’t know, I didn’t understand what my offer was. So for the first two years, I kind of wandered around. Kind of just putting out content here and there dripping things here or there. Should I post this? Should I not post this? Are people judging me or people not judging me. And because of that, I wandered around for two years. Not getting a single client. And it was because I didn’t have a solid offer, that I can go to the my particular demographic and say, this is what I have.
Your offer elevates your ideal client’s status or view of themselves
Yes. I’m so glad you shared that. Because, like you I got interested in entrepreneurship, you know, at a young age. And. I didn’t really know what I was doing and have tried to make offers in the past. Like, really. It takes a lot of practice. Like I’ve made terrible offers. I wrote like a 200 page eBook one time that sold one copy. Did no market research on it. And, I was like, this would be so cool, everyone.
I wrote out but I spent money like making it all pretty. And then. I put it out there. And one person bought it. Which I mean, I was like, wonders about it. But I was like, why did you spend all this time and I’ve also like you worked with a young audience for a while. Like I chose a niche that was like, I really want to help you know, these kids going to college who want to make healthy habits and great habits for life and change their behaviors. And. I did that once with the lady locally. And I was just like, this is the wrong like this, they don’t care. They then you need to make sure your audience is thirsty for your offer. And pick a niche that’s going to be thirsty for your offer. So I think you shared a really value
Ways to structure your coaching offer
Truth bomb there that you got to make sure you have an offer. Because otherwise. The whole house of cards that your business is built on is just gonna feel so confusing and overwhelming. And what an inspiring story as well, for you to relook to turn your life around, and to really be an example for people who want to do something awesome with their life. And with the niche thing you mentioned. I just put a link for everybody who missed Terrell and my live together, we did talk about how to get clear on your niche. So you can catch the replay on that page.
But anyways, so let’s talk about this offer thing. So. one of the first things. Let’s say you’ve got a clear niche. Let’s say your niche is lawyers. Female lawyers who are stressed and really want help with work life balance and health and feeling fulfillment in their life, whatever.
One of the things we have to think about was, what are the problems of your niche? What are the dream outcomes of your niche? And we have to start with a big brain dump.
I don’t know about you, but that’s how I think you got to start. To start to just look at what are the options here? And what do I feel I could deliver. And one of the things I think that people do initially, as a new coach, is they don’t even open themselves up to the possibilities because they think, well, I’m gonna stay small. I’m just gonna say work life balance. Because then I don’t have to, like worry about a clear delivery thing that they don’t even open themselves up to what could I deliver, if I was if I had the perfect client?
And I was really good. And I figured out how to put this together for them? What possibilities, right? So a brain dump is one idea what I just you have for somebody to get at least started in brainstorming what their offer could be. Yeah, I mean, I think you right on point, because that’s where I start to write. So everybody write this down.
The more specific you can resolve your audience’s challenges, the more they feel understood. The more specific you can resolve your audience’s challenges, the more you feel understood. And the reason why that’s important is because if you just slap generic challenges on like, okay, to kind of figure out kind of knows, like, work life balance. Or kind of knows, this kind of knows that you’re not, the messaging is okay. But it’s, it’s not as compelling.
As if, you know, if you know that, um, you know, they don’t have time, you know, they don’t know, they don’t, they don’t have time to spend with their spouse, because they have too many cases that they’re working on. So now, they’re, they’re losing the intimacy within the relationship, if what I’m saying like it’s being is even if you’re using that there’s so many derivatives of just work life balance, right.
And. If you, the more specific you can be about those, then the more they feel understood. And. Then the better products and offers that you can create, because you can create, will, I’m sure we’ll get into, but you can create, like all kinds of bonuses and courses, and you can as you can give worksheets away that ask specific questions in certain areas of a life, right? So there’s just so much more you can offer instead of just slapping a generic sticker on it based on what you think the worst thing you could do is just do things based on what you think that’s what I used to do my first two years and was why I was broke, right.
But once I actually started being more specific, and really understanding to learn about my audience, because I changed niches a few different times I went from I went to personal development, productivity, then I did general business, general business entrepreneurs. And then I started focusing on speakers and coaches, without with a heavy emphasis on coaches now, right, it’s really what I focus on. So now I know in every day, I’m learning more about coaches, I’m learning more about the structure and the fact that I’m doing it and I’m active, I just know so much about it, that I can speak
to those challenges in a in a in a real in a compelling way. And it makes my offers, it makes my offers much better. And I’m not guessing that’s the that’s the big thing is I’m not guessing, I’ll make my decisions today based off of data based off of consultation calls that I do, based off of books that I read, based off of looking at comments on social media and following major influences and seeing what people write based off of the feedback I get from courses that people take.
So I’m getting data, so much data, and I can aggregate that data and say based on what everybody’s going through, boom, boom, boom, boom, I know for a fact this is what they need. How can I create a package or offer that? You know that that speaks to that and is so much more powerful than just guessing? Yes, such good tips and I completely agree with you.
Ways to lower risk for your niche… making your offer no brainer
You want to ask yourself, you know, pretty much every offer is going to at least start with either improving someone’s health, improving someone’s relationships, improving somebody’s fulfillment in life or fun or community or connection with people improving like, money or business or success, that kind of area, like their significance in their community or in their business.
And. Maybe I’m missing some. But like, it needs to be around something that people a human need, or want or desire that that everybody tends to want. And then you get more specific with your niche, and what in that area did they really, really want.
When I was at this, Tony Robbins event, he talked about the Five Human Needs and how we all need, you know, connection. And love, growth, contribution, significance, certainty was a huge one. Like, we want to be safe. We want to feel like, you know, we know what’s going to happen in the future. If your offer can incorporate hitting on at least like two to three of those needs.
He said, you’ll never go out of business again, like if you provide certainty, if you provide love and connection and you provide whatever else, significance to someone in some way, shape or form in your offer. You’re hitting on an addicting product and awesome product, people that are going to be excited about it, etc. Now, getting specific, though, you want to think about point A to point B.
So point A is where is your ideal client starting from? And then where do they want to be at the end. And your offer doesn’t need to change every single area of their life it needs just get them from 1.8 to one point B and you might start your offer pretty narrow and pretty tight, pretty small and sell a couple before you decide to become the entire point age be thing for a huge signature program that’s six months or whatever, just to get you started, perhaps. So Terrell, like,
you know, one of the things that I see coaches do, and you probably see this too, is they might say,
I’m gonna help
coaches go scale and grow their business. But they’re talking to coaches who are at the beginning of their journey and can’t even imagine what scaling would be like.
Right? So they’re talking to point B, they’re talking to point A people
offer that they don’t need yet. Point B, people who are already successful coaches and say, you want to get your first high ticket client. So it’s the wrong audience. It’s the wrong offer. It’s wrong. It doesn’t match. So somebody start to gain some clarity. How can we ask them questions, maybe to get them clear on like, what’s the point A to B transformation they want to provide? Oh, I love it. That’s so great. So I already know where he was going. And, so I’m already drawing something, right?
So, so look at this, this might be kind of hard to see. But this is a bridge, right? So look at this bridge. And you got to remember that depending on where you’re at what you’ve accomplished in your journey, you may not be you may not have, you may not be able to take people from all the way from A to B, for example. So let’s just say you help somebody with weight loss, right? Well, maybe you’ve only lost 50 pounds, but you can’t help people lose 150 pounds, right? Well, guess what? You help people based on what you know, and this is such a great question.
Because so many people feel like well, I don’t know everything. So I can’t help people. I can’t create an offer or a coaching program to help people because I don’t know how to, I don’t know the entire, you know, the entire journey from start to finish and you don’t you just need to get started. I help people make a few steps of progress. Because there’s always somebody write this down. There’s always somebody behind you in the journey. Always, even if it’s just two steps, is always somebody behind you. When I first started working with
business owners, and specifically coaches, I was not telling them that I can help them. You know, it wasn’t too many financial promises, you know, that I can really help them with in the beginning, I definitely wasn’t saying I can help you make six figures and make 1020 grand a month plus, because I didn’t achieve it at that point. Right. So I didn’t do that. So a lot of my early messaging was help you get your business set up, help you get your first couple clients help you figure out what to post on social media. It was simple stuff that I can help them with.
And then as I continue to learn and continue to grow, and I got around the right mentors, I got around the right coaches, I started implementing consistently I started being I started staying in a game I didn’t quit. I stayed in the game for years and years and years and just getting better and better and more progress. Now I can say I can help you make six figures. Right. So it wasn’t like that. You know it
especially four years ago, when I really don’t need coaching is helping coaches specifically, it wasn’t like that initially. Right? So that’s what I don’t need. You don’t need that when people get people right here. Yeah. Right. Yes.
I love that I have the same exact situation. In the beginning of my business. I did not say hit fixed six figures I said, and I say, like, you evolved over time. And now I’m like, okay, I can say these things. Because I’ve done them. I’ve helped clients do it, etc. But it did start for me with business habits, getting good. Get consistent with posting on social media, get good habits in your business, like, my stuff, right?
So like, I totally agree there. And you don’t, I think a lot of people are like, but if I make a very specific offer, so if I say I’m, I’m going to help you go from, let’s say you’re an anxiety coach, or something anxious, and feeling frazzled at work and shy and isolating yourself to able to confidently sit in a room at the office, speak up at your job and do whatever else that confidence exudes, which is still a little bit broad, but like, then I’m isolating, but what about the people who, you know, want to get a promotion and their job as a result of, or like, you’re thinking I’m narrowing myself, so nobody’s gonna want what I’m doing because it’s too narrow. What’s, what’s your reply to that?
How do you respond to that concern? Yeah, I mean, so you realize that you’re not actually you’re not, you’re not putting yourself in a box is usually the way that I hear people say it, right, I don’t want to put myself in a box, well, you’re not actually putting yourself in a box, what you’re really doing is you’re highlighting, you’re highlighting the best audience that you can help that you can get them the best results, right?
Because I tell my clients this, I say, look, it’s really it really comes down to messaging, right? I’m not saying that, you know, if, you know, if you sell, you know, let’s say you sell, let’s say your fitness, your health coach, right, and you sell fitness and you help people lose weight. But you also have a skill, you know, to, you also have a skill of really helping people
to say, gain muscle or flexibility, or whatever the case is, right? Let’s say, let’s say if it’s flexibility, well, if somebody approaches you in terms of a client, I’m not saying I’m not gonna, I’m not gonna be the coach to tell you to turn it down, if you can help them in that. However, I’m not seeing a push that messaging in your marketing, right. And that’s why I think a lot of people get get mixed up is because you got to remember, the marketplace is going to perceive you in a certain way.
And if they’re going to, that you want them to refer people to you and say, Oh, this is what Hailey can help you if this is what Terrell can help you with is what this person can help you with. So if you want people to, to have unique, a unique conversation about you and your business in a marketplace, you need to put out a specific unique message. Right, but not saying you can’t help them. Now, you want that messaging to be to a specific demographic and audiences because the same reason why somebody say your name, you’ll turn around and if they say Yo, you might not turn around, it’s because they feel like you’re talking to them. Right, right.
So when you when, and that goes back to what we said earlier, that that you can talk to their problems, more specifically, it’s like a general doctor versus, uh, you know, I don’t know, a heart surgeon, right? Like, we who do you want to go to a general doctor or somebody who specifically knows about the heart, they know how to, they know all the things associated with that. So that’s really what it is they want a specialist, I’ll pay a specialist all day long. And I’ll pay them more money, because they specialize in the very thing that I’m having the most pain in.
And I’ll pay them all day long, instead of a generous that thinks they can help everybody but nobody pays attention to you because nobody thinks that you’re you can specifically help them in the way that they want to be helped. Yes, totally. Yeah. So let’s say somebody gets clear on what they want to specialize in. And now it’s time to create their quote unquote, coaching package or coaching program. So there’s an amazing book. I don’t know if you’ve read it. It’s called $100 million offers by Alex. Yeah, yeah, yeah.
Yes. So he, you know, he talks about dream outcome, and what’s the perceived likelihood of achieving that outcome? So does your ideal client think it’s even possible? And if not, then we need to think about how you’re going to market and communicate this proper
perceived effort. So do they think your program is going to be a ton of work? This thing they don’t want to do? And time it takes to do it. So like effort and time. So you need to think about how can I have an offer where somebody perceives my and will experience a program that will get them to their goals in a convenient way, in a way that feels achievable and doable for them and in with the most convenient and easiest way possible?
and feel good on the journey. So, when creating coaching packages, I don’t know about you, but I think it’s good for people to start with maybe two Macs at once. Rather than having 12 different. I have a course I have a group program, I have private coaching, I have all the things going on all at once. I think it’s good to pick like maybe two private coaching packages to begin with, or one small group program or whatever we’re going to stick with first. And to get clear on what that’s going to include. We need to think about the benefits of it, right? The end outcome of it, or outcomes of it, right?
What kind of bare bones, materials or things you need to get them to point A to point B, perhaps?
And what is the structure going to look like? How are you going to have a way of tracking progress? What’s the price of it? So these are all these things you need to think about? Which is why Terrell and I work with people on this process, because it is a lot and you need to make sure that again, you’re not just guessing, thinking I go Yeah, I think this sounds like a pretty good idea.
All this information? What are some ways that we can now start to structure our offer tips to help somebody through that process? Yeah, sure. So by the way, if you’re whether you just joined the Iraq War, that’s the whole time go ahead and put on your audience and what do you help them with in the comments? So I can, I would love to structure? Yeah, I would love to help you structure up your personal offer right now, since I hear you I’ve been spending some time with us, I believe 30 minutes flew by this quick.
So flew by quick comment I forgot. Right? Right. Exactly. Go ahead and put your niche below. So I can give you some sweet. So Mihaela can give you some ideas, some advice on your own offers. But I’ll give you some ideas. So these are some of the things that I help people I help our clients with. And, so, um, one in terms of actually putting together over you can include a, you include a digital course, right as part of what you do. So you have a how I like to think of offers is I can in the you have a core offer. And then you have bonuses, or even if it’s just your core offer, right?
But like Hailey said, I give my clients, maybe I give them two or three max to initially start off with. So usually is going to be where coaches will or coaches, right. So usually it’s going to be, are you starting off with a one on one coaching or small group switch, so choose one that’s going to be a front end. In addition to that, it could be if I’m doing one on one, okay, well, I’m gonna do one on one for x amount of weeks, we focus on weeks, we don’t necessarily focus on sessions, you know, sessions getting old school, you want to focus on packages now, and we could do this on another live, but you want to do one on one, essay.
And then let’s say if you want to add a course to it, maybe you do like a little mini course, that seat is some kind of supplemental, so maybe if it’s health and fitness, and it’s helping people lose weight, maybe you can have a mini course on supplements, right?
Something that complements or teaches the core elements of, of, um, you know, of the thing that you have the thing that you’re teaching, right, so you but you have a course, you can add worksheets, you can add live event tickets, you can tack on, if it’s one on one, you can tack on some kind of group element, Facebook group is weekly zoom meetings. So those are some of the things that I help us with. And you can really, if you really want to take it to the next level, you can really you can include I’ll just talk to my members about a Black Friday, like putting together their Black Friday offers. And they were adding
personal stylists. They were adding like, like Guinea consultation. They were they were making connections with therapists like life coaches was saying, hey, there’s some people, some people may need therapists, they were getting people free therapy sessions. And, they will give they will give him people weekend stays at hotels, they will give him people travel vacations. So you can think outside of the box just of what a lot of people offer within our industry to make your offer different and make it more seductive for the people who are looking to get the lives changed.
Yes, totally. I love that. And I agree with you. I had one client who was working with very busy people. And so people didn’t want like weekly coaching session, they wanted a little mini text every morning to tell them what to do. You know, here’s a reminder, you know, so you got to think about your client and what did they what would they be like? What’s the wow factor? What would make them be a raving fan. And the other thing to think about which we probably won’t go into today, since we’re running a little low on time is guarantees of some kind or things that remove the risk that your ideal client perceives before they join your program. So if they think it’s a huge investment in
either means they don’t see the value yet you haven’t connected it to the end result that they’re getting. Or they they don’t believe yet that this is possible or whatever. So you need to think about, well, what’s a guarantee? Well, we work with you until you do hit this goal. So if it happens to be longer than 12 weeks, so be it, that’s an example of a guarantee. Or, or, you know, we have a satisfaction guarantee, or you can even not, you don’t have to have a guarantee.
But you need to have something that is like, we have a payment plan, or we have a trial week where you can try it before you commit to long term or something that at least gives the ideal client who might be a little nervous or unclear about how this is going to really roll that little bit of clarity or certainty. And you can even do it though with test some really good testimonials, case studies, marketing, you know, just making sure that you’re focusing on past clients results. So they realize like, this is not just, yeah, it’s add on to that too. Um, we’re Hailey’s really saying is everybody write this down, take away the risk, right? Because that’s really what a guarantee is doing for you, at the end of the day is taking away the risk.
If somebody signs up with you, how do you take away the risk, maybe maybe they feel more confident by sharing certain testimonials, maybe they feel confident, because you give them more money, they, you know, 30 day money back guarantee, maybe they feel confident, because you’re giving them a free trial, whatever it is, try to take away as much of the risk on them as possible. And they’ll that’ll lower the bar, that that, that that a load of bar for the for the resistance and increase your conversions. Exactly.
But here’s the other thing, you can do that by giving a good lead magnet or results ahead of time with trainings like this that Terrell and I are doing or you know, a free mini course you have that lead magnet leading into your course, then they automatically see wins and value initially, and now they’re like, Okay, I know this person can deliver. So working with them long term. Makes sense, right?
So, um, well, I’m going to wrap this up. But I want to let you guys know that in eight days thrown, I are going to make a very exciting announcement. If you have been trying to get clear on your niche, your offer your marketing, getting yourself those first high ticket clients and or continuing getting that work consistent client base coming in, we have something that we have never seen other coaches do. And it’s something that’s going to help you hit all of those marks with the most support you could possibly ask for. And you want to be on our email list to get the updates about that. So if you go to haileyrowe.com, you can sign up for my email list there. Terrell put his instagram handle here on his name.
So be sure to be following both of us get on our email list, etc. And you’ll get the updates about what we’re doing very, very soon. Is there anything you want to add? Yeah, I mean, this is this is this is going to be monumental. I mean, yeah, should be like ready, I need to put, you know, Black Friday is coming up, circle the date Black Friday, and put in your calendar, Hailey in Terrell reveals X. And really, we might reveal it, because I think we probably gonna go live next week. So we probably reveal it next week. But you won’t be able to purchase it until Black Friday. But we’re coming together on something that’s huge. And it’s going to be a game changer.
And. We wanted to do this now. Because we know that we’re going to be going into you know, 2022 was coming up. And. We wanted, we wanted to provide the most value to coaches that are really, that’s really like, I need to get ready for the new year. Because you know, by the time we get to 2022, if you’re just now planning it, that you already lost the battle. If you right, you already lost the battle, if you’re trying to if you run in a race, and by the time you try to come up with your strategy and get prepared for a race during the race you’ve already lost, right?
So what we’re doing is for Black Friday, we’re we’re we’re providing something monumental together, like jointly, right and you’ll be you’ll have an opportunity to get in on that for our Black Friday special. And that a lot that that give you massive momentum going into the 2022 year if you take advantage of that.
Alright, so that’s coming up next week Friday. So stay tuned followers, get on our email list. I think Kelly might have something to giveaway. If if y’all want more information specifically on Black Friday training because I know that like yeah, have your own programs to just shoot me a DM depending on where you seen this DM or private message and just send me um, Black Friday offer and what I’ll do is I did a private training for my group, while I talk where we talk more about everything we talked about today in depth
If you want to learn when I was training them on how to do the Black Friday offers semi send me a message via message Black Friday offer. And I’ll go ahead and send out Black Friday offer training. And I’ll send you the training on how to do your own Black Friday offer. Love it. Yes. Awesome. Yeah. And if you guys missed our niche thing again, you can go to that link in the comments haileyrowe.com/niche.
I think clarity is my free niche marketing training to help you get clear on that first step before creating your offer on that website, haileyrowe.com. And. Terrell and I will be together again next week, I think on Zoom next time, so you have to be on our email list to get that Zoom link for everybody because we want to see you we want to give you some value in person, and I’m looking forward to it.
Thank you so much for coming today. All right, anytime you want. Thank you. Take care.
About Terrell Jones
Terrell Jones has a unique story of being raised in a poor and gang infested, minority community. He was known to eat syrup sandwiches for dinner then went to making a 6-figure salary right out of college while running a profitable full time business as a public speaker. How is that possible?
Presently, Terrell speaks to dozens of small businesses, organizations, universities and Fortune 500 companies to create a higher level of productivity and results within.
- Complimentary Business Consult
- Health Coach Nation: Marketing, Business, & Mindset for Health Coaches
You can find Terrell Jones on his website here.