The funnel is a marketing term which visually helps us consider what we are offering. It's also an important tool to see how we are engaging with our clients/customers in different ways and at different price points.
Imagine an inverted funnel in which the top is wide, scaling down to the bottom. If you have a copy of the Coaching Business Builder you can work through your own funnel on page 8. I've also included one here at the blog.
Let’s look at it first from the perspective of what you are offering in terms of your products or services. Then we’ll look at it in terms of how you are building relationships.
At the top of the funnel we have those items which are free or no fee. This is the widest part of the funnel and it is geared to attract the most amount of people. At this level we might include things like
At the next level of the funnel, you will have low priced offerings. Again, the purpose may be to strengthen relationships and also generate money. These might include:
At the next layer, we have mid priced programming. This is perhaps where your live offerings of retreats or group coaching might reside.
Finally, at the top end of the funnel (the smallest part) you may have individual one-on-one coaching, OR Intensive work with you through a Weekend Program OR a VIP Day.
As you consider your programming for the next year, what would you put in each of these layers. Which programs could benefit from some attention and/or need to be developed?
Over the next month we will be focusing on the topic of Program Development, one of my favorites, here at the Coaching Business Builder blog. I’ll be taking you through some posts which include a step by step look at program design, as well as what’s important to consider from science as you go to develop your own programming.
Jennifer Britton, PCC, CPCC
Author of Coaching Business Builder (2018) as well as
Effective Group Coaching (2010) and From One to Many: Best Practices for Team and Group Coaching (2013)
Connect on Instagram at CoachingBizBuilder
Don't forget to check out past Coaching Business Builder calls. The November 2018 CBB Book Club Call was entitled "2019 Planning. Already?". View it here.
Coach Jennifer Britton has worked with entrepreneurs across a variety of sectors since the late 1990s, even before she was in business herself. From supporting micro-entreprise and eco-tourism businesses to working with service based entrepreneurs and coaches, her PRACTICAL and TACTICAL approach to business coaching is ACTION focused, with emphasis on AWARENESS as well. Jenn is the author of the Coaching Business Builder Workbook and planner, and 3 others books related to group and team coaching and virtual conversations. She also hosts the Coaching BIzGrowth Lab, an open-enrollment group coaching program for coaches. Jenn founded her business - Potentials Realized - in April 2004.