Convert more sample sessions into paying clients

Ann Strong’s sample session structure

Ann Strong, a spiritual business and life coach (www.annstrong.com), shared her sacred space approach to coaching with the Northern Colorado Coaches Alliance (NCCA) in February 2005. During this dynamic program, Ann mentioned that she converts approximately 80% of her sample sessions into paying clients. She graciously offered to share her process for this high conversion rate with the coaches of NCCA. Sue Taigman, NCCA President, talked with Ann on March 15 and captured the following key points.

Ann’s Structure for Sample Coaching Sessions:

  1. Sends an email to the interested client before the sample session with an intention of providing great value to the client during this “mini” 15- to 20-minute session. This pre-framing email is key to converting sample sessions to clients. (See attached sample email.)
  2. During the sample session:
    1. Ann uses the rituals we learned in February for creating a sacred coaching space – including centering and clarifying the client’s goals for the session. In closing, she asks the client what s/he is taking away from the session.
    2. She closes the actual session by asking the client if s/he’d like to send an email after completing homework or insight assignments.
    3. She then opens up a discussion regarding coaching in general and asks what questions the client has.
    4. Most clients who commit to a sample session hire her on the spot after the session. For those who would like time to think about it, she sets up a follow-up conversation to talk about the decision.
  3. Some of Ann’s secrets:
    1. Most people to whom she gives sample sessions have read something she has written, heard her speak or been referred to her. As a result, they have a sense of her philosophy.
    2. It’s amazing how much value can be created in such a short time. She enjoys the challenge of seeing the depth of the work in these mini sessions. She’s noticed the value of short sessions in other forums as well, such as 12-minute coaching demonstrations she’s presented in coaching salons and 15-minute coaching demos she’s offered and observed at the Denver Coach Federation.
    3. She has found that her full 40-minute coaching sessions are deeper and richer than prior to developing the structure that has made even 15-minute sample sessions surprisingly valuable.
    4. When it comes to actually asking for the potential client’s business, she finds that the client usually naturally explores the possibility during the discussion around coaching. In the rare case when the client does not address the possibility directly, Ann asks for the business by inquiring how s/he feels coaching would best serve at that time.

Five years ago, Ann noticed that her confidence as a coach grew when she developed a structure for both the sample coaching sessions and the full sessions. She believes that structure and discipline are essential to a successful coaching business. Some coaches have found structure by partnering with organizations (coaching schools, Tony Robbins’ organization, Operation Soulmate, etc.). Ann has instead created her own structure so that her practice thrives independently of an organization.

Ann coaches and mentors spirit-centered coaches. To find out more about her work, visit www.annstrong.com.

Email sent before a sample coaching session

Hello ________,

I am happy to offer you a complimentary coaching session to support you in (whatever they’ve specifically told me they want to work on or look at).

The times I have available next (all ET – or whatever time zone the client is in):

Allow 30 or 40 minutes – 15 or 20 for your actual sample mini-session and the rest of the time to talk about the coaching and answer any of your questions about scheduling, investment, etc.

Let me know which of these times works best for you. (If none, give me an idea of what you need.) Include a phone number where I can reach you in case something comes up. You will call me at our appointed time on my toll-free number (800) 745-2617.

The coaching process requires you to do some soul searching with my guidance. And, your investment ranges from $450 to $650 a month, depending on how often we meet. If you are ready to do the soul searching and make the financial investment, then let's schedule your sample mini-session to see if you and I have a good fit for working together.

If you would like more information about the coaching before we meet, feel free to visit or revisit my website at http://www.annstrong.com/coaching.htm.

I look forward to hearing back from you, ________.

My best to you,

Ann

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Sacred Space Resources
2023 East 20th Avenue * Denver, CO 80205
http://www.annstrong.com * Fax (303) 399-7154
Phone (303) 399-8737 * Toll-free (800) 745-2617