Fragmented to Focused: Creating Clarity in Your Coaching Business
The coaching industry is booming, and with the rise in demand comes an increase in offerings, methodologies, and approaches. While diversity in services can be a strength, it can also lead to a fragmented business model that could be more manageable and clearer for clients.
If you're overwhelmed by the chaos in your business, I've listed 5 Steps to help you find clarity.
Understanding the chaos
Before diving into solutions, it's essential to understand the root of the fragmentation. Often, in an attempt to cater to every client's need, coaching companies diversify their offerings. While this might seem like a good strategy, it can lead to diluted brand messaging and operational challenges.
5 Steps to Create Clarity:
1) Refine Your Niche: While it's tempting to be a jack-of-all-trades, specialising in a particular niche can help you stand out and attract a more targeted clientele.
🔍 Example: A life coach initially offers services ranging from career counseling to relationship advice and health coaching. After analysing their strengths and market demand, they decide to specialise in "mid-life career transitions." This allows them to focus only on individuals in their 40s and 50s looking to change careers, offering tailored advice and strategies for this specific group.
Don't get me wrong, narrowing down your niche can be a bit scary, but believe me, when we laser focussed our offer from being a generic digital agency to being Kajabi experts, our business exploded (in a good way). Don't be afraid, the riches are in the niches!
2) Consolidate Offerings: Review your services and courses. If there are overlapping areas, consider merging them. This not only simplifies your portfolio but also makes marketing efforts more straightforward.
📚 Example: A coaching institute provides separate courses on "Introduction to Leadership," "Advanced Leadership Skills," and "Leadership for Managers." On reviewing the content, they find overlaps in the curriculum. They decide to merge these into a comprehensive "Leadership Mastery" course, which covers all the topics in a structured manner, making it easier for students to choose and for the institute to market.
3) Embrace Technology: Invest in tools that can help streamline operations. Whether it's appointment scheduling, client management, or feedback collection, the right tools can bring order to chaos.
💻 Example: A coaching company that previously juggled multiple platforms for course creation, email marketing, and client management decided to streamline their operations by adopting Kajabi - the all-in-one platform explicitly designed for coaches, trainers, and educators.
That coaching company was actually us. We were spending so much time and money chasing all the different systems, that we took our eye off the ball and were constantly running to catch up. Once we threw out all those moving parts and adopted Kajabi instead, life became so much richer (in time and profit)!
4) Educate Your Team: Ensure that every team member understands the company's mission and values, from coaches to administrative staff. This alignment can prevent miscommunication and ensure a consistent client experience.
🤝 Example: A wellness coaching company holds a quarterly workshop for all its staff. These workshops discuss the company's mission to "empower individuals to take charge of their well-being." They share success stories, discuss challenges, and ensure that every team member, from the receptionist to the senior coach, understands and can articulate the company's values. This ensures that clients receive a consistent message and experience, regardless of whom they interact with.
5) Feedback Loop: Regularly engage with your clients to understand their needs and concerns. This feedback can guide your offerings and ensure you're meeting market demands.
📝 Example: After every coaching session, a personal development coach sends clients a short digital survey. This survey asks about the session's effectiveness, areas of improvement, and any additional topics the client might want to cover in the future. The coach reviews this feedback monthly, adjusting their approach and offerings based on the insights gathered. This ensures that the coach's services evolve based on actual client needs and preferences.
Kajabi's built-in Assessments are perfect for this, we constantly use ours to gain real feedback so that we can improve our services. And most importantly, our clients know that we're listening to them.
Conclusion
Creating clarity in a coaching business isn't about reducing offerings or stifling growth. It's about ensuring that every service, every course, and every interaction adds value and aligns with the company's core mission.
By moving from a fragmented approach to a focused one, coaching companies can enhance their reputation, improve client satisfaction, and pave the way for sustainable growth.
About Andy - Kajabi Expert | Marketing Master | Online Course Creator | Ocean Addict
I help coaches and training companies build, grow and scale their business through the power of Kajabi.
In 2018 our online business looked like a missile had hit it. There were so many moving parts, plug-ins, systems and CRMs, I couldn’t keep up, and neither could our clients.
Enter Kajabi, the platform that allowed me to regain my sanity and grow the business. We replaced 10 separate systems with one, and I could finally sleep again at night.
Since then, I’ve been helping other coaches and training companies turn what they know best into online courses, coaching programs, memberships, podcasts, and more.
When you build on Kajabi, you’re joining 50,000+ serious experts, entrepreneurs and influencers around the world.
If you’re ready to turn your knowledge into income with an certified Kajabi Expert, let’s have a chat:
