What Programs Should Health Coaches Offer When Starting Out?
If you’re a new health coach, you may be wondering what types of programs to offer.
You want to offer programs that are enticing to potential clients AND get them results.
If you’ve been in business a while, you probably still ponder this question from time time. Heck, I’ve been in business for over 11 years, and I’m still always looking for ways to better serve my clients. I see that as a good thing!
When I first started out as a health coach back in 2005, I offered a 6-month program because that’s what I learned while in school at the Institute for Integrative Nutrition.
About a year in, I added on two additional offerings so I would have a lower priced 3-month program, a mid-range 6-month program, and a higher end 6-month offering.
As it turned out, the higher-end offering was by-far the most popular – it’s what 90% of clients chose – because it gave them the most support and that’s what they wanted.
Having those three options worked pretty well for me, but if I were starting over today, knowing what I know now, this is how I would structure my programs:
- A short, low-cost program such as a cleanse or detox
- A 3 month program
- A high-end or VIP package
Creating a mix of programs like this allows you to meet different health concerns and levels of support.
Some people want support to achieve their health goals, but they may not be ready to invest in 1:1 coaching. Others will want and need lots of hand holding and be ready to invest in that.
Offering a mix of programs allows you to meet people where they’re at, so you can serve more people. If you only offer one program, you’ll be missing out on a huge part of the market.
Another benefit of structuring your programs this way is that offering a low-priced, short program is a great way to get more clients in the door by providing a low commitment way for people to get comfortable working with you (both in terms of time and money).
Short programs are easy for people to say “yes” to.
This will get you quick wins and quick revenue. You’ll actually be able to start helping more people – and put your passion and knowledge to work!
After they experience working with you, some of the participants in your short program will be interested in taking a bigger leap to work with you one-on-one.
You can think of your offerings like a sales funnel. A lot of clients will come in at the “starter” level, and some will continue to trickle down to the higher end, 1:1 options.
You’ll also find that some clients want to jump right into a 3-month or higher-end program because they’re serious about feeling better and want one-on-one support.
What does each offer look like?
A cleanse or detox
I didn’t start offering a cleanse program until pretty late into my health coaching practice, but it’s something I wish I had brought into the mix much earlier.
A cleanse is what I call an EASY “YES” offer because it gets clients in the door quickly.
This type of offer is enticing for new clients because it’s a short time commitment program that people know can yield big results.
This means you’ll get quick wins and quick revenue.
A ‘bonus’ for you, as a new coach, is that short programs like cleanses and detoxes are easy to lead.
They’re a great way to get your feet wet, because there’s is a set program with a set protocol. This means you’re not having to customize a program for each client (like you might need to do when coaching one-on-one ).
Your cleanse or detox can be priced around the $97-197 range. Because it’s a lower priced offer with big results, you can enroll 10-30 people in a short time.
You may think that you need a big list of subscribers in order to successfully enroll a group of people in a cleanse or detox, but it’s not true.
Yes, having a good sized list to market your programs to is wonderful, but you don’t NEED one in order to be successful.
There are opportunities all around you to invite people into your program.
Once you lead clients through a short program (like a cleanse), you can keep the momentum going.
You see, once your participants start feeling better and get a taste of what it’s like to work with you, many will be ready for more. You can think of your cleanse as a feeder for your other programs. Once your new clients have gone through your cleanse, many will want continued support, which is when you can invite them into a one-on-one coaching program.
Your mid-range offer can be a 3-month program that continues the support and learning from the cleanse, but with one-on-one coaching.
I recommend offering a 3-month program (instead of 6-month program) for a couple of reasons. First, 6 months can feel like a long time commitment for new clients. Second, if you only offer a 6-month program, clients may feel that it’s going to take months before they experience results, and that may make them more reluctant to sign up.
With a 3-month program (which you can also call a 90-day or 12-week program) I recommend working more closely with clients. Instead of scheduling coaching calls every other week, set-up your program to have 3-4 calls each month. This will allow you and your clients to build momentum, maintain consistency and (most importantly) accelerate their results.
A mid-range 3-month program can be priced from $997-1997.
High-End or VIP Offer
As I mentioned earlier, when I was a health coach, my high end offering was my most popular.
New coaches often fear that they can’t sell high end packages and should focus on only their low priced offerings, but that’s not always true.
If you’ve had clients go through your cleanse and experience results, they may want to continue working with you with a lot more hand holding – and they are going to be willing to pay for it!
Some clients will want that high level of support – so that they can gain momentum and get results much quicker than they could on their own. That’s why high-end offers are an important part of your mix.
Your high end offer can be almost identical to your 3 month offer but with a few extras. This may be something you’ve never envisioned before, but allow yourself to get creative.
Put yourself in your client’s’ shoes and think about everything they would LOVE to have included in a program. What would their dream scenario be?
It might include…
- spending a day with you in the kitchen
- cooking classes
- including a 1:1 guided cleanse or detox at the beginning of the program
- meal plans with recipes
Sit down with a notebook and brainstorm and be creative about what this could look like.
A high end program can be priced from $1997-2997.
I don’t recommend giving clients a ton of programs to choose from. When people have too many choices, it can cause confusion and overwhelm – and actually cause them to NOT sign up with you. But creating a mix of 3 programs will allow you to meet different needs and levels of support.