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Assessment Funnel Deep Dive: Converting Your Coaching Leads Into High-Ticket Clients

Whether you're a new coach looking to build your business or an experienced coach wanting to increase your revenue, the assessment funnel is a perfect way to acquire high-paying coaching clients.

In this week's video, CoachNow Founder Spencer Dennis dives deep into the tactic, giving you all the info you need to take action and try it for yourself.

For More on the Assessment Funnel, check out our past post on the topic.

Video Transcript/ Summary:

Step 1 Call to Action

The first step in the assessment funnel is to leverage your social media presence. Through your content, encourage your audience to take action by sending you a direct message (DM). A simple and generic call to action like "DM me for help" can work wonders. Your goal is to engage with them and initiate the process.
Step 2: Capture Emails on a Landing Page

Once prospects DM you, redirect them to a landing page where you can collect their email addresses. This step may require offering something valuable for free, or if your content is compelling enough, they may willingly provide their email right away. The objective is to build your email list for further engagement.
Step 3: Conduct the Assessment

The core of the assessment funnel lies in the actual assessment process. While lower-ticket quizzes have their place, the focus here is on getting prospects on a discovery call or inviting them directly to a platform like CoachNow for a comprehensive audit. This assessment can be tailored to various fields such as analyzing technical movements in sports, assessing dietary habits, or evaluating business strategies. By conducting a thorough assessment, you determine if there's a fit between your services and the prospect's needs.
Step 4: Make an Offer for Long-Term Coaching

Assuming the prospect is satisfied with the assessment, it's time to make them an offer for a long-term coaching program. This can be done during a follow-up call or immediately within the CoachNow platform. The goal is to present a compelling coaching plan that adds value and addresses their specific needs. By establishing a clear price for the assessment ahead of time, you provide a frame of reference and make the subsequent coaching offer appear even more appealing.
Step 5: Conversion and Revenue

At the bottom of the funnel, the ideal outcome is for the prospect to become a high-ticket customer who enrolls in your coaching program. By following this process repeatedly, your coaching business can thrive.
The High-Touch Assessment Funnel:
In the assessment funnel, there are two variations: high-touch and fully remote coaching. Regardless of the format, it's recommended to offer the assessment for free if prospects convert into a coaching program. This immediate value demonstrates your commitment and expertise while also anchoring the offer price. Establishing a fee for the assessment itself ensures that you're compensated for your time and expertise, whether or not the prospect proceeds with the coaching program.

Practical Example: See previous outline of Andrew Banner's Golf Coaching Funnel.
Utilizing Templates and Resources

CoachNow provides templates that coaches can use to streamline their processes. These templates can include instructional videos, onboarding materials, and more. By leveraging these resources, coaches can enhance their efficiency and ensure a consistent experience for their clients.
The assessment funnel offers a proven and lucrative approach for coaches to convert leads into high-ticket customers. By implementing a clear call to action on social media, capturing emails on a landing page, conducting a comprehensive assessment, making a compelling coaching offer, and leveraging templates and resources, coaches can streamline their business and achieve success.