In the past few months I’ve had the honor of reviewing dozens of sales funnels. During that time I’ve noticed something that a lot of coaches are not doing that they absolutely should be doing if they want to build a bond with their audience, get quality referrals without asking, and gain lifetime clients.
But before I get to that, let me give you some background.
The coaching and consulting industry is HUGE. It’s a multi-billion (if not trillion) dollar market. Every day in every way there are people out there looking for you to help them with something that they are struggling with. They have no idea who you are or where/when you’ll show up, but they have enough faith to believe that someone out there can help them. Why not let that be you?
Every coach that I’ve ever come across has a true burning desire to teach, lead, and impact the world in a meaningful way. Are there bad people out there who see the industry as a cash cow that they simply want to milk for all its worth so they can get theirs? Sure there are. Luckily for me I haven’t come across any. Something about serendipity, huh?
Look, if you’re a coach/trainer then you already know your gift. You’re already serving clients. And you’re already impacting the world in a meaningful way. But you’re probably missing something that’s right under your nose that you either haven’t had the time, the patience, or the awareness to put together.
What is that thing you ask?
Well, it’s graduation ceremonies of course.
Let’s do this in 3 easy steps. First, we’re going to define what a graduation ceremony is. Second, we’re going to talk about why you need one. And last, we’re going to talk about how you can put one together RIGHT NOW.
A graduation ceremony for your coaching program is exactly what it sounds like. We all graduated high school and/or college. And if you haven’t, then you have very likely attended a graduation ceremony at one time in your life. These ceremonies represent a MAJOR achievement in the life of the graduates. They serve as a milestone event that marks a turning point in their lives. It means they completed something worthwhile. Just imagine how your clients would feel if you structured your program in a way that allowed them to have a graduation ceremony. Would they show up more powerfully? Would it be easier for you to lead them? Would they be more likely to complete the program? You betcha.
Which leads us into the why you MUST have a graduation ceremony for your clients if you consider yourself a top-level coach and trainer. If you’re just an everyday, run-of-the-mill, me-too type of coach and trainer then this doesn’t apply to you and you can stop reading right now. But if you ARE that top-level coach and trainer then it’s in your clients’ best interest (notice I didn’t say your best interest) for you to structure your program in a way that allows them to have a graduation ceremony.
So, how do you structure your coaching program in a way that allows your clients to have a graduation ceremony? Well, I’m glad you asked.
Here’s what you do…
You need a 90-day program, a 180-day program, and an annual program. 90-day graduates get an Associates Degree. 180-day graduates get a Masters Degree. Annual graduates get a Doctorate Degree.
Now, before you tell me that you can’t change your structure or that it would completely disrupt your business to do it this way, consider what happens if you keep plodding along the way you have been. Nothing changes. You stay on the cashflow rollercoaster. And your clients get sporadic results. That doesn’t sound like what a top-level coach and trainer would do. Plus, think about what happens if your competitor who is reading this does what I’m saying to do and has MASSIVE success and you just keep plodding along doing the same old thing. Is that what you want? I thought not.
Let’s dig a little deeper shall we…
The way to pull this off is to stagger the training with online events, live events, accountability exercises, rewards and punishment.
You see, this level of fellowship is not for the faint of the heart coach and trainer or the type of clients who are satisfied with just plodding along. This is for SERIOUS people who step up, show up, and get things done. Period.
The sales funnel for this is as follows:
Ad/Email to your list –> Webinar –> Application –> Clarity Session –> Payment
And the fulfillment looks like this:
Online Group Coaching (4, 6, or 8 weeks) –> 3-Day Live Event –> Weekly Accountability –> Graduation
Some of these elements can be slightly altered or rearranged but that’s the gist of it. If we’re following the 90-day, 180-day, Annual program from above then it makes sense to do the online group coaching for four weeks, follow it up with a 3-day live event where everything gets implemented, and then have another 6 weeks of accountability. Allow one week of rest before the 3 day event and one week of rest at the halfway point of the 6 weeks of accountability. That would give you the first 90 day run. Then, repeat this process for the 180-day and annual program.
How do you see yourself implementing graduation ceremonies in to your coaching business?