How to Package Your Coaching Services

There are many coaching niches, but there are only two types of coaches: those who make a living and those who don’t. It can all depend on how you price and package your coaching service. 

Creating coaching packages helps your client know exactly what they are buying, what benefits they will receive, and how long they will receive coaching.   

If you’re a full-time coach trying to grow your business, the easiest way to level up is by selling coaching packages instead of one-off services.

What does it mean to package your coaching services?

Packaging your coaching services creates an opportunity for your clients to buy a bunch of your sessions and time at once! It is an easy, prepackaged item to sell. Clients are more likely to make a purchase when they know exactly what is involved. 

Think of it this way: When you are making a vacation purchase you could buy your flight, hotel, rental car, and activities separately, or you could buy one all-inclusive package that has everything you need. Which are you more likely to buy? For most people, it’s the all-inclusive package! It feels like the easier choice because you know exactly what you are getting and the benefits are spelled out. 

Here is another example, linked to coaching: Imagine you want to start playing the piano, so that you can play your parents favorite song at their upcoming wedding anniversary party.

You start researching instructors and find 2 listings. One listing says, “Piano lessons for beginners, $50 an hour.”  The second listing says, “The Piano Starter Series: Start playing your favorite song in just one month for $400.”

Both listings offered a one-hour weekly lesson. But the second listing may be more expensive, but would be much more appealing to someone who was interested in quickly learning to play the piano.

The same goes for coaching. Your clients have a specific problem and you offer a solution. By bundling your services into a package that solves their problem, you can charge more and not worry about whether or not they will purchase another session from you.

Why should you use coaching packages?

Another benefit of packaging your coaching services is the ability to create payment plans. Payment plans offer more predictable income, and once you can become confident in your future income, then you can concentrate on strengthening your services.

Just imagine the other way around. When you aren’t sure whether or not your clients will renew their sessions, your entire focus remains more on sales, and less on improving the quality of your services. Packaging your coaching services can help you avoid this situation.

What are the different types of coaching packages?

One-on-One Coaching Packages

You can create a coaching package based on a one-on-one coaching scenario. An example might include: Three one-hour sessions for $$$, to be completed in a 4-week period. 

Small Group Coaching Packages

You may offer coaching packages based on a small group setting. Some clients may feel more comfortable meeting in a small group or mastermind type environment. This package may look like four one-hour sessions for $$$, with 3-5 group members meeting virtually, over the course of one month. 

Team Coaching Packages

Another option is to include a team coaching package. This can be tailored specifically to meet a client’s needs. The package specifics can be broken down largely by what is needed for that team. 

There are several different types of coaching packages you could offer, and no set way or formula to complete this. Hopefully, the list above gets your creative juices flowing and you are well on your way to developing coaching packages that are perfect for your business!

Things To Consider When Creating Packages

Decide How You Will Meet

Different clients will need different scenarios, so you may create several packages based on this. Will you meet virtually or in person? Will it be via a phone call or in person? Maybe you offer a combination of these.

Decide About Recordings

Decide on the front end if you will offer recordings of your coaching sessions. Another option would be for the client to record it themselves if they would like a copy. Be sure to consider the privacy and legal implications of your recording decision. 

Decide on the Length and Frequency

How long will your coaching sessions last? The average length is 45-60 minutes. But, perhaps your client can make the most out of a 20-30 minute session. Again, there is no set, required length of time; it is what is best for you and your client. (Another one of the perks of running your own business!)

How often will you coach your clients? Common choices include weekly, biweekly, or monthly. The frequency of sessions will need to take into consideration the style of coaching it is, whether one on one, group coaching, or a team setting. 

How to Make a Coaching Package Outline

Now, let’s take a look at some of the specifics to think through when creating your first coaching package, tailored exclusively for your coaching business.

Service Description

Think through the purpose and the process of your coaching sessions. What is the benefit, or specific results, your client can expect from working with you? 

Pro tip: People pay for transformation! People want to know, “What is in it for me?” 

Clearly state the purpose of the coaching sessions and the process of how you will take your client there. 

Session Duration

How many sessions will it take to go through the process you outlined above? List how you will facilitate it. What will the length of each session be? Is it group or individual coaching? For each coaching package that you create, you will list these pieces of information. 

Communication Methods

Determine the communication method of each coaching package that you design. List specifically whether it will be in person, over the phone, or virtually.  

Other Coaching Perks

Will there be add-ons or bonus elements? If so, what are they? Bonuses add incentive and value to your client. This might be an extra tool, video course, training, or even an extra session. Bonuses help get potential clients over the line in deciding to work with you, and any of the elements above can be used as a bonus. 

Decide what, if any, bonuses you will offer and explicitly state what they are in each coaching package that you create. Don’t over-complicate it; ask yourself what type of bonus would be worthwhile to you, and what would push you over the edge to booking a session with you!

Coaching Package Examples

Sample 1: Business Coaching Package

This package is designed for clients who wish to grow their online business. 

What’s Included In This Package:

• 12 x 60 minute 1:1 sessions
• 6 months of email support during the weekday
• Monthly Goal Setting
• Weekly Accountability Check Ins
• Custom Social Media Content Plan

BONUS: Full access to all courses released during the 6 month period 

Sample 2: Three-Month Life Coaching Package

This package is designed for clients who are moving through a transitional period in their life. 

What’s Included In This Package:

• 6 x 60 minute 1:1 sessions
• 3 months of email support between calls
• Kick start quiz to identify current challenges
• Monthly goal setting

BONUS: Additional 30 minute 1:1 call to be claimed during the 3 month period 

Sample 3: Three-Month Health Coaching Package

This package is designed for clients who wish to improve their overall health and well-being. 

What’s Included In This Package:

• 6 x 60 minute 1:1 sessions
• 3 months of email support between sessions
• Introductory health assessment
• Custom diet, fitness, and nutrition plans, each month
• Weekly accountability check in
• Exit health assessment

BONUS: Additional 30 Minute 1:1 call to be claimed during the 3 month period

Start Designing Your Coaching Package! 

It’s time to open up your journal or a new document on your computer and get started designing your own coaching packages. Set aside an hour or two and work through the specifics of your coaching business and the packages you wish to offer. 

If you are struggling to come up with ideas, start by researching other coaches in your niche and the packages they offer. What do you like about their packages? Is there something similar you could offer?  Are there aspects you know you definitely don’t want to include? Oftentimes, ruling out what you don’t, or can’t, offer can give you clarity on what you do want to offer. 

Final Tips for Packaging Services

Price Your Services Well

Coaches frequently ask me, “How much should I charge?” The short answer is, there is no predetermined magical number! Remember, you own your coaching business, and pricing decisions ultimately come from you. (Owning a business is fun, right?!)

However, The Coach School is here to help!

Check out this fun quiz to help find the perfect rate you can charge as a coach!

Start Somewhere. Adjust Later.

Take a big breath! You can do this! Start small. Start with the next thing. As in learning anything new, just put one foot in front of the other and keep making progress.

Review the steps above and create one coaching package. It doesn’t have to be perfect, or even stay the same way forever. You can always adjust later as needed.

The important thing is to start somewhere. Create one basic coaching package that you feel will serve the majority of your target audience the best. 

Get Feedback and Support

Find a community of coaches that can help spur you on! Is there a business networking group in your community? Did you go through a coaching certification or licensing program with others? Reach out to them! Chances are, if you are having these same questions, so are they. 

If those avenues of finding community don’t work for you, don’t underestimate the power of social media! If you can’t find the coaching community you are looking for, create it! Research and create a coaching Facebook group. 

Pro tip: The Coach School builds a community of coaches for you! You get to be a part of a mastermind with other coaches just like you who can help you when you get stuck.

You’ve Got This…

Now, go! Design that first coaching package! Once you’ve done that, get it posted on your website. Have it ready to offer to a potential client on your next discovery call. 

Well done, coach! I knew you could do it. I can’t wait to see all the amazing packages you’ll design and the people you’ll help.