CoachNow Blog

The "Assessment Funnel": A Step-By-Step Guide

This might sound obvious, but it’s always worth repeating: finding new leads is essential for growing your business.

But here’s the thing. Simply generating leads isn't enough. What’s really important is converting those leads into paying customers.

For this week’s post, I’ll be diving into an effective strategy for doing just that. I call it the “Assessment Funnel”.

I’ve seen some rockstar coaches implement this tactic with great success (see my recent interview with Andrew Banner). When done correctly, it’s a super effective way to build trust with potential customers, provide value immediately, and ultimately gain more paying clients.

Let’s get to it.

What is The Assessment Funnel?

Big picture, the idea here is to offer a free assessment to your potential customers in exchange for their email address.

This could be a golf swing, a form analysis for weightlifting, etc. Really any sport that requires fine tuned movements easily analyzed via CoachNow’s video analysis suite.

Whatever value you can provide to get their contact information. As I’ve said in past posts, the #1 thing you should be doing is collecting email addresses wherever you can.

Once you have that contact info, you are given the opportunity to demonstrate your value in a super tangible way and hopefully move the needle for an athlete who’s on the fence about your coaching.

Quick Note: The Example I use throughout refers to remote coaching specifically, but this method can also be used for in-person coaching offers.

Step-By- Step: How to create an assessment funnel for your coaching business

Step 1: Create a Landing Page with a Clear CTA

The #1 focus of this page: push people to provide their email address in exchange for a free assessment.

When creating your landing page, be sure to include the following elements:

  • A clear headline that explains what the free assessment is
  • A brief description of what the assessment involves
  • A form for visitors to enter their email address
  • A clear explanation of what happens next
  • A followup email, confirming that their info was received and that you’ll reach out soon (most website builders have this built in).

Make sure your landing page is simple and easy to navigate. The goal is to encourage visitors to sign up for the assessment, not overwhelm them with information.

There are dozens of free tools to help you design a landing page with ease.

Here’s a great example from Andrew Banner. Super simple.
Step 2: Post the Link on Social Media

Create a social post that highlights the free assessment and gets them to click into your landing page.

For Instagram, also update your “Link in Bio” with the link, and point people there in your posts.

You can also change it up a bit, like Andrew does. His CTA prompts athletes to send the word “swing” in a message on the platform. See below. Whatever works as a low-friction way to get people to sign up.
Step 3: Use CoachNow to Conduct your Assessments

Next, create a separate Space in CoachNow for everyone who submitted their email address.
To save time, I recommend creating a template that you can then apply to each space. The template should include a welcome video and instructions on how to upload their video to the Space.

Here’s an example from my own coaching:
I also recommend giving them a deadline to ensure they act. Then, commit to a timeline yourself, e.g. “once the video is uploaded I’ll send my assessment in no more than 48 hours”.

Once they’re added to the Space, they’ll receive an email prompting them to create an account in CoachNow. So no need to worry about that part, we’ve got it covered 👊

Be sure that you present yourself in the best light on these assessments. It’s your first impression so you want to nail it.

From the athlete’s perspective, it’s highly valuable and can do wonders to showcase your value as a coach.
Step 4: Follow Up With a Game Plan

After the assessment is complete, email the athlete a game plan for how they can improve.

And this next part is SUPER important. When you reach out, offer a quick phone call or Zoom meeting to discuss potential coaching programs.

This is your chance to upsell the customer into a high-ticket coaching program. As I’ve said elsewhere (see this blog), include a minimum commitment of at least 3 months.

Put it in Play!

Per usual, none of this matters if you don’t try it. Put it into play as soon as you can.

It’s super easy to get off the ground and there’s really no downside.

I’d love to hear how it goes!