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The Sales Volume Spectrum: Navigating the Pricing in Coaching

Updated: Feb 20

In the realm of coaching and entrepreneurship, pricing and client volume are two sides of a very intriguing coin. Is it better to have 1000 clients at $97 a month or just 10 clients at $20K? What about landing 5 clients at $50K? Let's dive deep into this, exploring what each scenario means for marketing, service delivery, and the quality of coaching. And don't miss the call to action at the end, where we invite you to join a vital conversation about sales in coaching.

1. Volume Vs. Value: A Balancing Act

The age-old debate of quantity versus quality also rings true in coaching. On one end of the spectrum, we have the high-volume, lower-price model – think 1000 clients at $97 a month. It's a bit like being a DJ at a massive festival; you're trying to keep thousands dancing to the same beat. This model relies heavily on broader marketing strategies – social media campaigns, email funnels, webinars, and perhaps even paid ads. It's a numbers game, and the aim is to cast a wide net.

On the other end, there's the low-volume, high-ticket model – where you might have 10 clients at $20K or even 5 at $50K. This is more akin to a private concert for a select few. The marketing here is more focused, often relying on networking, referrals, personalized outreach, and high-value content marketing. As Warren Buffet once said, "Price is what you pay. Value is what you get." This approach is all about perceived value and exclusivity.

2. Service and Delivery: Tailoring the Experience

With a high volume of clients, the service delivery often needs to be more scalable. This might mean less personalized attention and more generic content – webinars, group calls, and digital courses. It's about efficiency and reaching as many as possible. But remember, as the number of clients increases, the ability to offer personalized attention decreases.

Contrast this with a lower volume of high-paying clients. Here, the service can be much more bespoke. Think one-on-one sessions, tailored programs, and direct access to you as a coach. It’s more intensive and hands-on.

As John C. Maxwell rightly points out, "People don't care how much you know until they know how much you care." The level of personalization and care in this model is significantly higher.

3. Quality of Coaching: Depth Over Breadth

At the higher volume, lower price point, the coaching often becomes more about providing general guidance applicable to a wider audience. It's less about deep transformation and more about broad inspiration. This isn't to say it's not valuable, but it's more about giving clients tools and letting them navigate their own path.

In contrast, with fewer clients paying a premium, the coach can dive deep into each client's unique challenges and goals. This model allows for transformative coaching experiences, where the coach can significantly impact an individual's personal and professional life. As the saying goes, "If you want to go fast, go alone. If you want to go far, go together." In high-ticket coaching, you're truly going together with your client on their journey.

4. The Marketing Implications: A Strategic Choice

Marketing 1000 clients at $97 a month is about reaching a wide audience. It's a volume play, requiring significant effort in maintaining a strong online presence, engaging content, and perhaps even leveraging influencer partnerships. The message is more about accessibility and inclusivity.

For the high-ticket, low-volume model, marketing becomes more about building relationships and establishing credibility and authority. It’s about being seen as an elite coach who offers an exclusive service. This might involve publishing thought-leadership articles, speaking engagements, and high-level networking. The focus is on quality and results, not quantity.

5. What's Easier? It Depends

What's easier depends largely on your skills, resources, and preferences. Do you thrive in a high-energy, high-volume environment? Or do you prefer deep, meaningful engagements with fewer clients? It also depends on your market – some niches lend themselves better to high-volume models, while others are more suited to premium, bespoke services.

6. Join the Conversation

This topic, like many in coaching, isn't black and white. Each model has its merits and challenges. That's why we're inviting you to join Coach Conversations, an exclusive platform where we dive into the nitty-gritty of sales in coaching. Whether you're looking to fine-tune your pricing strategy, wondering how to better reach your target market, or seeking tips on delivering exceptional coaching services, this is the place to be.

Join us at Coach Conversations to explore these crucial topics and more. Share your experiences, learn from fellow coaches, and gain insights that could be game-changers for your business. We're all about fostering meaningful discussions, exchanging ideas, and helping each other grow.

In Coach Conversations, you’ll find a community that understands the unique challenges and triumphs of the coaching profession. Whether you're just starting or you're a seasoned coach looking to scale up, there's something for everyone. We tackle topics like effective pricing strategies, creating compelling marketing content, understanding the psychology of sales in coaching, and much more. Join Us 3rd Wednesday Every Month!

Remember, as coaches, we're not just selling a service; we're offering a transformation. And how we choose to package and deliver that transformation is key to our success. So, let’s talk about it – the highs, the lows, and everything in between.

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Gordon Melville
Gordon Melville


The client is paying for the transformation and results, nothing to do with the coach!

Thank you for highlighting this critical fact Suzanne!

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