STEP FIVE Map Out Your Client Journey by Creating a Marketing and Product Ladder Flashcards
What is the purpose of creating a marketing and product ladder?
To outline the client journey and understand where each prospect and client is in their relationship with you
This helps in guiding clients effectively through the coaching process.
What is the first phase of the client journey?
Curiosity
Clients become curious about the coach’s ability to help them survive and thrive.
What types of questions do clients typically ask during the curiosity phase?
- How am I going to make payroll?
- How am I going to save for retirement?
- How can I save on taxes?
- How can I work fewer hours but get more done?
What should the first rung of the product ladder address?
Marketing and sales collateral to pique clients’ curiosity
This collateral should communicate how the coaching service will help clients survive and thrive.
How can a coach empathize with their clients?
By creating a client ladder that reflects the client’s state and guides them through the coaching experience
This enhances the coaching relationship and effectiveness.
What is the significance of the coach’s personal presence during client interactions?
It can either pique a client’s curiosity or turn them off
Factors include demeanor, listening skills, and overall presentation.
What is a one-liner in the context of coaching?
An elevator pitch that succinctly communicates the coach’s value
It is crucial for successful networking.
What are some curiosity tools that can be used to engage potential clients?
- One-liner
- Business card
- Website
- Lead generators
- In-person events
- Presentations
What is the second phase of the client journey?
Enlightenment
Clients seek to understand how the coaching service will specifically benefit them.
What is the main question clients have during the enlightenment phase?
Will this work for me?
What types of tools can be used to enlighten clients about the value they will receive?
- Website
- Lead generators
- Keynote presentations
- Assessments
- Introductory workshops
- Webinars
What is the final phase of the client journey?
Commitment
Clients are willing to invest their money, time, and future in engaging the coach.
What percentage of clients are generally willing to invest more for higher-tier products?
About 10 percent
This is based on the value they perceive from the coaching.
What is an example of a commitment product?
- Entry-level community group
- Elite masterminds
- One-on-one coaching
- Private workshops
Fill in the blank: The first rung of the product ladder needs to address the _______.
marketing and sales collateral
True or False: The line between curiosity and enlightenment phases is clearly defined.
False
The transition is often blurry, with overlap between tools used in both phases.
What can a coach do to ensure clients feel safe and comfortable to move to the next step?
Create enough collateral across all three phases of the client journey.
What can be the impact of introductory events on client engagement?
They provide a test drive of the product and enlighten clients about the value they will receive.
What type of job did the author hold before becoming a solopreneur?
Executive coach and organizational development consultant for a large healthcare system
What are the benefits of a W2 job mentioned by the author?
Healthcare benefits and 401(k) match
What was the author’s main concern about their W2 job?
Ceiling on salary and stranglehold on calendar/availability
What additional income sources did the author have while working a W2 job?
Speaker, coach, and leadership development facilitator
Why did the author need confidence before transitioning to full-time solopreneurship?
To ensure they could make ends meet
What opportunity arose for the author in January 2021?
Speaking at a well-known tech company’s annual sales kickoff
How much did the author earn from the speaking opportunity?
$4,000
What strategy did the author use to maximize the speaking opportunity?
Sold additional coaching from the stage
What was the pain point the author focused on for the speaking engagement?
Communicating to drive results
What additional service did the author offer to the participants?
A four-week group coaching program
What framework did the author use to create a landing page?
StoryBrand seven-part framework
What was the call-to-action on the landing page?
SIGN UP NOW
What was the result of the author’s speaking event after the talk?
Two coaching cohorts filled and a growing waitlist
How much revenue did the author capture from the speaking event?
$50,000
What additional revenue did the author earn from workshops after the event?
$10,000
What did the author realize about their income after the speaking event?
They accounted for a third of their typical salary
What is the concept of the ‘client ladder’ mentioned in the text?
A framework to map the client journey and grow the coaching business
What should coaches focus on when creating their marketing collateral?
Mapping their client journey and offering clarity
What is the long-term goal of completing marketing collateral for coaches?
To scale into a coaching agency
What should coaches do once they have their products and marketing plan in place?
Set goals for growth of their coaching business
True or False: The author believes that all marketing collateral should be created at once.
False
