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Let's start at the beginning. What is a signature program? A signature program is what your business is known for. It is a program that is branded to your specific niche that you sell to your ideal client. And remember, without something to sell, you don't have a business at all. You may have a brand, you may have an online presence, but unless you are selling something, you actually don't have a business.
I see a ton of coaches making the huge mistake of selling one off sessions or single sessions. So basically they are exchanging an hourly rate for something like a 60 minute session with no commitment from the client to go any further than that 60 minute session. This is not a successful business model for health coaches. And that is because typically as a health coach, you are actually not licensed, which means that people's extended health benefits will not cover your services. One off sessions actually require very minimal commitment from your client, which means that you have way less of an opportunity to actually get them results and to actually prove the method that is going to get them that result. And without the ability to get your clients results and ultimately get testimonials, you don't have a proven method, which means that no one's really going to seek you out for anything.
If we look at things from a money perspective, getting enough clients in the door to actually pay your bills and have a little bit extra enjoy your life is virtually impossible. Let's say you want to hit $5,000 a month in your business and let's just say you charge $100 an hour for a one hour session. That means you need to sell 51 hour sessions every single month in order to hit that $5,000 a month goal. And remember, when you sell one off sessions, there's very little commitment on the part of the client involved. So there's a good chance that many of those people who you are seeing in that month, you may not see them again at all, or maybe not again for several months. And that means you need to bring a lot of new clients into the door and have to work really hard on marketing to attract those clients to you.
If this hasn't convinced you yet, here are 3 reasons why you NEED a signature program.
1) it gives your business the ability to sell something that is way more valuable than just simply a one off session. It gives your brand an identity and something that you are known for.
2) it requires your clients to pay a much higher price point, which means ultimately they are going to be more committed to working with you, which means you have more opportunity to actually get them a result and actually get those testimonials that will help you bring more clients in the door.
3) you actually have to get way less clients to hit that 5K a month, which means that you are less likely to be overwhelmed, you're less likely to burn out, and you don't have to juggle a million clients at once. And if this sounds good to you, give me a hell yes in the comments below.
Okay, so let's discuss how you actually create a signature program. So first things first you need to ask yourself the question, what is the ONE thing that I solve for my ideal client? Not five things and not 10 things, not 15 things. So you want to think of the one result that you could get for your ideal client that they would consider a huge win and they would rave about to all their friends.
When it comes to naming your signature program, you want to make the name of the program very specific so that the name speaks for itself. So when you say the name of your program, people know exactly what type of result they're actually going to get from that program.
The next thing you want to do is you want to determine how long your signature program is going to be. Now there is no secret sauce for the ideal length of a signature program, but don't make it too long or too overwhelming because that could actually turn off your ideal client from purchasing. I find three to six months tends to be best for a signature program. If you're doing just standard traditional health coaching, three months works pretty well, but if you are a type of coach who's running labs, then I would probably go on the longer end of that maybe more four to six months to allow for the time it takes to send out labs and receive results. And of course some of the errors that come along with working with labs.
And the final thing you want to do is determine what your signature program is actually going to include. How many sessions will you offer? What types of tools and resources will you give to your clients? What type of support are they going to receive from you? And don't make the mistake of adding too many sessions into your program to try to increase the value. People are actually pretty busy these days and they worry less about the time they get in a program. What they care about most is the results.
All right, so now go create your bad ass signature coaching program! Need more on Signature Programs? Read my blog post: Pricing Methods & Strategies for Your Signature Program
If you don’t know who your niche audience is, then you need to download my Define Your Money-Making Niche Workbook.