Your Blueprint to Creating Coaching Packages that Land Clients

If you’ve found your way to this article, it means one thing: you’re finally ready to tackle the often-dreaded task of packaging your coaching services.

While one-off sessions and hourly rates are necessary to your practice, they aren’t sustainable in the long run. Coaching requires a lot of time and energy, especially at the start of any relationship. 

It’s also not a path where clients will see instant success, but rather something that builds over time. So, you want to ensure that when you engage with clients, you have enough time to actually impact their goals. 

✨ Enter coaching packages ✨  

With predefined packages, you can present your services through a more holistic lens, while ensuring each client receives the attention and support they need to thrive. 

It's a win-win situation—clients get clarity on what to expect, and you gain a steady income.

7 Reasons why coaches need packages for their business

So, you know that you need to repackage your services to land more clients. But, do you know the full extent of the benefits these packages provide you? Let's walk through some that come to mind!

1. Steady income: No more waiting around for individual appointments! Packages let you forecast your revenue and time as clients commit to a certain number of sessions or a set time frame upfront.
2. Clear value proposition: Packaged coaching services make it easier to convey your impact and worth to clients, resulting in higher perceived value and more substantial client commitment.
3. Opportunity for real growth: Your clients will get more value over time versus a one-off session. Think of it like this: sure, going to the gym once is great, but you won’t see real results unless you commit to working out regularly! By providing a structured framework and ongoing support, coaching packages offer your clients the opportunity for genuine personal and professional growth.
4. Better time management: Packaged sessions allow you to allocate your time more efficiently by scheduling sessions in advance and managing your workload effectively.
5. Stand out in the crowd: Distinct coaching packages will set you apart from your competitors, attracting clients who truly resonate with your offering, approach, and personality.
6. Opportunity for upselling: By starting with basic packages and gradually introducing higher-tiered options, you can upsell clients to more comprehensive services as they progress in their coaching journey.
7. Less sales stress: With predefined packages, you’ll spend less time selling or reengaging clients, and more time focusing on what you do best: helping clients grow and succeed!

Back to basics: A refresher on the key principles of self-promotion

If you've taken a business or marketing class throughout your time in the education system, you've likely learned about the "4 Ps". Let's get a refresher on these:

The 4 Ps of marketing

• Product 👉 the coaching services or products that you offer. It's essential to clearly define what you provide, including the specific benefits and outcomes clients can expect. Understanding your product also involves identifying your unique selling points and how they differentiate you from other coaches.
• Place 👉 where you sell and promote your products. Take time to choose the best platforms for selling your services, whether it's through your website, social media, partnerships, or a combination of all three. For instance, if your target clients are active on Instagram or TikTok, focus your efforts there, rather than on LinkedIn or Facebook.
• Price 👉 what you charge for your services. Your pricing will depend on many factors, such as your expertise, market demand, market rate, and perceived value. Pricing strategies, including hourly rates, package pricing, or tiered pricing structures, can vary. The key will be to find the right balance between affordability for clients and profitability for your business.

• Promotion 👉 how you sell and promote your products. This P is all about your marketing strategy! Consider how you can get the word out about your coaching services and what type of marketing campaigns will resonate best with your target clients.
• ✨Bonus P ✨ Package 👉 creating bundled offerings that cater to your clients' specific needs and budgets. These packages can vary in terms of the level of support and duration, ensuring that there's something suitable for all your clients. By presenting your services in this structured format, you simplify the decision-making process and highlight the full scope of solutions you offer. 

3 Common types of coaching packages

1. Individual coaching sessions

Think of this as the "à la carte" option for coaching. Just like choosing dishes from a menu based on what you're in the mood for, individual coaching sessions offer flexibility for clients to address specific challenges or goals as they arise. 

A one-off session is perfect for those who prefer a more spontaneous approach or may not be ready to commit to a longer-term coaching journey just yet. It’s a handy option to keep in your offering, as you never know when a one-off session could lead to a steady client or referral. 

2. Session-based commitment packages

This type of package offers clients a structured approach to coaching by committing to a set number of sessions. For example, a package may include 6, 8, or 12 sessions, depending on the client's needs and goals. 

By committing to multiple sessions, your clients can delve deeper into their personal or professional development journey and experience more significant and lasting results.

3. Time-based commitment packages 

Imagine this as a subscription service for self-improvement. Whether weekly meetings for a few months or monthly sessions spread out over a year, time-based commitment packages offer ongoing support and accountability.

They are particularly beneficial for clients seeking long-term transformation and continuous development in various aspects of their lives. With a time-based commitment, you’re essentially a mentor who accompanies your clients on their journey, providing support, encouragement, and structure along the way. 

Pricing strategies for coaches

First step—it’s time to do some market research!

Before you can set your own prices, you’ll need to do a deep dive into the competitors in your coaching niche. Find out what they charge and how they bundle their services. 

While it’s critical not to undersell yourself, it’s just as important not to charge 3x as much as your competitors do without solid reasoning and proof. 

Second step—consider charging hourly vs. packaged rates.

• Hourly: This is the best option for those just starting out and is an essential tool to always have at your disposal. It's perfect for clients who need a quick dose of guidance and lets you showcase your expertise while getting paid. As we mentioned earlier, you truly never know when a single hour-long session will lead to a long-term client or referral! However, relying solely on hourly rates isn't conducive to growth or scalability, which is where the next option comes in. 👇
• Packaged rates: Offering a selection of coaching packages tailored to different levels of support and service is the next piece of the puzzle. These packages let you accommodate clients with differing goals and budgets. They’ll also allow you to lock in a steady source of income and really get into the nitty-gritty with your clients. Let’s face it: having a structured plan that spans weeks or months allows you to spark more meaningful progress and results in your sessions! 

How to create compelling coaching packages

Over 1.5 million searches are conducted monthly online by individuals looking for coaches (life coaches, business coaches, and executive coaches). That’s great news! 

It’s solid proof that the demand for coaches is alive and well.

When looking through Google Trends data, you can even see that searches around certain types of coaches have increased over the past 5 years gradually too, like business coaches.

Your task is to lock these individuals in by creating compelling coaching packages that ensure potential clients see value in your services and sign on. Let’s go over how you can do just that.

Identify your ideal client

If you’re selling to everyone, you’re selling to no one. It’s unbelievably crucial to do the work to discover who your ideal client is. Some questions you can ask yourself to start this journey:

• Of your past clients, who have you helped most? Why? 
• What challenges do you feel most excited to tackle?
• What problems excite you most?
• Which clients do you find yourself thinking about randomly throughout the week? Why?

These are just a few prompting questions to help you reflect on who you’re best equipped to help, as well as what types of clients you’re most excited to work with.

Bottom line: you can’t sell your offerings if you don’t know who you’re selling them to! 

Tailor your packages to meet client needs

This is all about taking point #3 in the ICA guide above and putting it into action. You’ll need to customize your coaching packages to directly address your ideal clients' specific goals, challenges, and aspirations, showing them that your offer is exactly what they’ve been searching for. Consider offering a couple of different options, ensuring your offer is flexible to various time and budget constraints.

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Set pricing based on industry standards

As we mentioned in the pricing strategies section above, it’s vital that you research industry standards and benchmarks to ensure your pricing is competitive and reflective of your value. You’ll need to consider your level of expertise, the results you deliver, and the market demand for your services.

If you offer in-person services, then it’s important to narrow your market search to coaches in your area. This is similar to how many companies compensate employees based on their seniority and geographic location.

When possible, be as transparent as you can about your pricing and clearly explain what clients will receive for their investment. 

Outline your offering

It’s time to get down to the details! Clearly outline the features, benefits, and deliverables in each coaching package. You’ll need to provide detailed descriptions of your coaching process, session formats, communications channels, and any additional support offered. 

Demonstrate social proof

When possible, add testimonials, case studies, or success stories from past clients (with their permission) to demonstrate the effectiveness of your coaching packages. Social proof builds credibility and trust, making your offers more compelling to potential clients!

Get feedback

Reach out to other coaches, friends, or peers with experience in similar coaching niches or target markets for feedback. If you don't yet have a community of like-minded peers, consider joining a coaching or networking group to exchange ideas, share experiences, and receive constructive feedback! 

Another invaluable source of feedback will be your customers. Regularly ask them for insights and opinions, and tailor your services to better suit their needs.

Real-world coaching package examples 

3-month coaching package 

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Kathy of Athena Wellness offers a 3-month coaching package specifically targeted to middle-aged individuals looking to transition out of a corporate career. As you’ll see in the image below, Kathy clearly explains how her program works, why it works, and how her clients will benefit.

Executive coaching package 

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As evident from the executive coaching package above, it targets an entirely different client than the first example! Great Transitions Strategies is focused solely on individuals who want to advance their corporate career (as opposed to transition out of it). The difference between these two packages is a perfect example of why it’s so important to identify your ideal client and tailor your offering to address their specific needs. 

Business coaching package 

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My Daily Business offers a 6-month business coaching package catering to business owners who want to unpack their problems and challenges. This quick summary includes the pricing, time frame, rundown of the sessions, and who the coaching is for. As you may have noticed, Fiona’s packages have sold out! 

Group coaching package

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Maya offers an interesting approach that you may want to consider for clients who have a limited budget or would like to grow their professional community/network. Take a look at the screenshot below to see how Maya zeroes in on three specific pain points that affect her ideal client.

Instead of a blanket discount like Maya offers, you can also choose to implement promo codes tailored to specific clients, special events, or limited-time promotions. These codes are a great incentive to offer after a one-off coaching session, enticing your client to sign up for more extensive coaching.

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On your marks, get set…start creating!

There you have it—the key ingredients of sold-out coaching packages are yours. Armed with this blueprint, you have the power to attract your ideal clients and optimize your income.  

As you start creating your own coaching packages, remember that practice makes perfect. Your offer won’t be ideal immediately, but with this guide, a bit of trial and error, and lots of feedback, you’ll create valuable and in-demand packages in no time.

FAQ about coaching packages 

How much should you pay for coaching?

There is no set amount you should pay for coaching, as the answer depends on many factors. These include the coach's experience level, expertise, and the services' complexity. It's essential to consider your budget and the value you expect to gain from the sessions. While some coaches offer hourly rates, others prefer package deals, which may offer better value if you seek long-term support. Ultimately, your coaching investment should align with your goals and the level of support you require to achieve them.

What is included in a coaching package?

Coaching packages can include a wide range of services depending on the packages’ pricing, duration, goals, and the coach's specialization and approach. A few examples are a set number of one-on-one coaching sessions, personalized guidance tailored to address specific challenges or goals, access to resources or materials such as worksheets, assessments, or reading materials, ongoing email support between sessions for additional accountability and guidance, and sometimes additional bonuses or perks such as access to group coaching calls, workshops, or exclusive community forums.