Building a high-end clientele is all about picking the right clients, learning to market and being the best you can be. In addition to paying better, high-end clients are also more likely to give you referrals and promote your services through word of mouth recommendations.
Here are some things you need to start doing right now to reach more high-end clients.
Concentrate on clients who want a lasting relationship
When people think about high-end coaching clients, their first though is about clients who pay higher fees. However, high end clients are also those who will stay with you longer. “When I think of a high end client, I consider the total value of the relationship with the client,” says Donna Ghanney, a certified Professional Life Coach & Leadership Trainer, talk show host and CEO of Kingdom Empowerment, Inc. “Definitely, a long term relationship creates value and also the opportunity to gain recommendations to others.”
There are a number of benefits to working with a client full-time. For starters, Ghanney says it’s a clear indication that the client is benefiting from your products or services that are being offered. “Most importantly they were comfortable with our relationship to use my services again,” she explains.
But long-lasting high end coaching clients become valuable to the coach too, and not just for the obvious reasons. One of the key advantages of working with a client long term is the insight into the clients personality traits, stress indicators and motivational pull, says Chris Delaney, a certified NLP Life Coach, hynotherapist and career advisor. “By understanding how to frame questions and task to motivate a particular individual increases the distance moved forward per session.,” Delaney says.
Find a client you can really help
High-end clients are those for whose you can really make a difference in their lives and with whom you love to work with. And figuring it out who those people are takes some work. “A coach should target their ideal client by first profiling who this client is,” says Delaney. “The information taken from the profile can then be used to add to the right text, font, images, language, price range, etc to the coaches website and marketing materials.” This targeted approach works, according to Delaney, because it increases sign-ups with the desired client and reduces the number of inquiries from clients who don’t match the profile.
Working with clients who are ideal to your niche area makes you more inclined to be more passionate about ensuring that they are satisfied with achieving their goals, points out Ghanney. “It also drives me to coach them into maximizing their potential to finish the race successfully,” she adds.
Plus, by keeping a clear and concise focus on providing services in areas that you’re truly passionate about, you can genuinely impact other lives successfully. For example, Ghanney says she writes articles and books aligned to her niche areas, and communicates via social media and other market channels.
And here’s another benefits: by advertising to a particular client make-up you are increasing referrals from the clients you can best help, according to Delaney. In that sense, working with good clients will attract more high-end coaching clients your way. “Word of mouth is a key tool in the coaches marketing bag,” says Delaney. “People generally hang around with people who are like themselves, so by marketing and successfully coaching a particular profile, this same person will spread the word to similar ideal clients.” These same clients will then in turn leave positive reviews, will market you through word or mouth and will return for additional support when required, Delaney adds.
Don’t ignore the impact of higher fees
Charging a higher fee may impact a coaching practice in a number of ways, says Michael Diettrich-Chastain, a Licensed Professional Counselor, consultant, coach and facilitator. “For example, setting a significantly higher price for service may draw a client that sees this price as holding higher value, which it may,” says Delaney.
Having higher prices may also enable the coach to give more specific attention to each client, ultimately impacting the service positively, adds Delaney. “In addition, having higher prices may also allow the coach to create more programs, do more of their own development or write more which ultimately may reach more clients and serve more effectively,” Delaney explains.
On top of that, there are some niche areas of coaching that higher fees are absolutely warranted, Ghanney explains. “For example a business coach may offer extra services like development of business plans, business requirements, or business cases in which adds value to the clients goals and requires a higher level of expertise,” Ghanney says. “Most clients are willing to pay for the expert rendering of service.”
Cater your packages to high-end clients
When designing coaching packages to attract high-end clients, it’s important that to cater them to those high-end clients. For example, high-end clients are often looking for something different, such as in the case of clients who are already successful but trying to achieve a new level of success in their careers or personal lives.
In many cases, this means specific offerings. “High-end clients rarely require an all-in-one generic coach, but instead they prefer to pay a higher cost per session for an expert, an authority within their issue and specialist coach,” Delaney says. And this is why when marketing a coaching package, a coach needs to focus the package to a particular market and niche. “This approach will turn away potential clients who are looking for an expert in a different niche, but you will receive a higher percentage of starts from referrals for their advertised niche compared to that of a generic coach,” Delaney explains.
Because higher level clients are often looking to address specific needs and outcomes, coaches might need to develop packages that offer a number of ways of connection (email, phone, video/in-person meetings), a specific time commitment (three months for example) and possibly a guarantee of sorts (money back if not satisfied), according to Diettrich-Chastain. “However, offering a guarantee of service is different than guarantee of specific outcomes,” he ads. “Ultimately the changes and implementations of strategies are the client’s responsibility, but if they feel that they did the work and are still unsatisfied with the process, then perhaps a guarantee could be discussed.”
Have a professional presence online
A professional online presence revealing specific details about the coach, products and services, and value added is key to bringing their intended clients, explains Ghanney. “The trigger that will make the client reach out to your for more information or scheduling an appointment is the ease of use, showcasing of your coaching, and testimonials,” she adds.
An exception to the rule might be a coach that already has an established reputation and is constantly getting more referrals because of their reputation, says Diettrich-Chastain. “I would argue though that even in this scenario, not having an online presence is ultimately reducing the amount of impact this already successful coach can have,’ Diettrich-Chastain says. “Online presence allows us to reach a greater audience, create other forms of engagement (courses, e-books, webinars, trainings etc) and serve more people.”
Include an overview of the specific benefits a potential client might get
Potential high-end coaching clients considering hiring a coach have a particular “problem” or issue in mind. “By niching your coaching practice and website, potential clients are more likely to book a session with you rather then a generic coach,” says Delaney. This is why, Delaney adds, a client who wants a coach to help them achieve a financial goal, will pick a “goal” coach over a generic coach, but a potential client looking to achieve a financial goal will always book a session with a coach who specializes in financial goal planning then a goal coach. “The golden rule is, the more specific and targeted you coaching business is, the more clients you will coach,” Delaney explains.
And don’t forget to include a description of any extras or specific services or items the client might receive when signing up with you. “The coaching packages should provide indicate value through the services, products, number of sessions, pricing benefits, unique coaching methods, ease of communications, relationship expectations between the client and coach, and most importantly guarantee of commitment,” Ghanney says.
Network and reach out to other professionals
Networking with other professionals, even coaches, can certainly lead to more high-end clients, according to Diettrich-Chastain. “If we are constantly pursuing our ideal client and specialty and engaging with others about what we do, this is always a recipe for success,” Diettrich-Chastain says. “Even within the coaching world, having the understanding of what other coaches specialty and style can lead to great mutual referrals.”
Another way to get high-end clients is to reach out to professionals in other fields. “A prime example for a business and executive coach having a target market of insurance carriers as corporate clients would be to join insurance associations; attend seminars, workshops, or events while interchanging business cards, brochures, and having conversations on authoritative insights into new developments on the topic,” Ghanney says. “Coaches will also not only be able to share insights but to have articles, books, or other products that clearly promote their credibility to the audience.”
Because competition is high in the world of coaching, Delaney says you might need to be creative when marketing your skills. Which means you should sometimes offer your services for free to reach a different level or area where new high-end clients could be hiding.
“By delivering free workshops, presentations or coaching sessions a door is re-opened,” Delaney says. “Once opened you can create demand for your services, and as demand increases, due to the business seeing great results, you gain the position to charge for your services.” He adds that he often uses this approach to land high-end clients, delivering free workshops and then charging participants if they require one to one coaching.
Offer high-end extras with your coaching packages
In addition to extras like money-back guarantee, you can try offering free e-books, free registration to online courses, free news letter sign ups or free access to online groups may be other ways to build in high-end extras, says Diettrich-Chastain.
“I like to offer extras such as free e-books, special videos or encouraging quotes and reminders to keep clients on track with their goals, easy to use templates and guides that are geared toward individuals goals, and other insights,” Ghanney says. Even when clients have finished their sessions, Ghanney says she continues to give them e-coaching freebies. “This gives them a comfort level to come back with new goals to work on,” she explains.
Because time is money when it comes to coaching (you can only coach one client at a time), Delaney suggests taking chances and offering unique options when catering to busy high-end clients. For example, you can try creating a 12 x 1 hour coaching video series. “This can be offered as a chargeable product on your website but this same expensive product can be given away for free to anyone who books the Gold Coaching Package,” says Delaney. “With a pre-recorded video series it doesn’t matter how many people buy it, as it doesn’t take any physical time away from you and your coaching business.”JOIN EVERCOACH TRIBE – AN ONLINE COMMUNITY OF DRIVEN, PROFESSIONAL COACHES