G-BLLC06DBK9 520165642414387 61 | The Overlooked Profit Multiplier: How to Create Your Signature Coaching Framework - Women in The Coaching Arena

Episode 61

full
Published on:

9th May 2024

61 | The Overlooked Profit Multiplier: How to Create Your Signature Coaching Framework

Let's discuss the often overlooked importance of creating your own signature coaching framework. Jo provides a step-by-step process for developing a unique methodology that can help you stand out in your niche, command higher rates, streamline your delivery, and elevate your expertise.

Show Notes

[00:00:00] Jo starts by highlighting three key reasons why coaches should consider creating their own signature framework:


[00:01:35] It allows you to command higher rates by shifting the focus away from hourly pricing to the value of your comprehensive system and results.


[00:03:50] It streamlines and scales your delivery by providing an established process to move clients through, preventing you from reinventing the wheel with each new client.


[00:04:45] It elevates your expertise and authority by demonstrating a well-thought-out process for guiding clients from start to finish.


[00:06:30] Jo then outlines a five-step framework creation process:


[00:06:45] Get hyper-focused on your niche and the specific transformation/outcome you want to focus on.


[00:07:35] Map out the transformational journey you'll take your clients on, typically consisting of 3-6 phases or steps.


[00:08:40] Add your unique methodologies and models – your "special sauce" that differentiates your approach.


[00:10:45] Systematise and create supporting materials (worksheets, assessments, etc.) to smoothly deliver your process.


[00:12:45] Map out how you'll package and offer your framework (e.g., high-ticket coaching programme, digital course, book, etc.).


[00:14:20] Throughout the episode, Jo emphasises the importance of niching down, innovating your approach, and positioning yourself as the go-to expert in your field. She also stresses that while supporting materials are helpful, the true value lies in your coaching expertise and ability to guide clients through the process.


Useful Links

How to secure more coaching clients' free training

Download the 12 ways to get clients now

Learn about The Business of Coaching programme

Connect with Jo on LinkedIn


Rate and Review the Podcast

If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify.

If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: joanna@joannalottcoaching.com


Enjoyed This Episode?

Don’t Miss the Next One! Hit subscribe on your favourite podcast app to be notified each time a new episode of Women in the Coaching Arena.

Mentioned in this episode:

Signature Solution Launch Offer

If you want to get clear on your niche and signature coaching offer, the Signature Solution self-study course will take you through the process. Use the coupon code GIFT to get 50% off in this launch period only (expires 10pm on Friday 19 July). Click the link to sign up now https://go.joannalottcoaching.com/signaturesolution

Signature Solution Launch Offer

If you want to get clear on your niche and signature coaching offer, the Signature Solution self-study course will take you through the process. Use the coupon code GIFT to get 50% off in this launch period only (expires 10pm on Friday 19 July). Click the link to sign up now https://go.joannalottcoaching.com/signaturesolution

Transcript
Speaker:

Hello and welcome to Women in

the Coaching Arena podcast.

2

:

I'm so glad you are here.

3

:

I'm Jo Lott, a business mentor

and ICF accredited coach

4

:

Microphone (Samson Q2U Microphone):

and I help coaches to

5

:

build brilliant businesses.

6

:

I know that when you prepare to enter

the arena, there is fear, self doubt,

7

:

comparison, anxiety, uncertainty.

8

:

You can tend to armor up and

protect yourself from vulnerability.

9

:

In this podcast, I'll be sharing

honest, not hype, practical and

10

:

emotional tools to support you to make

the difference that you are here for.

11

:

Dare greatly.

12

:

You belong in this arena.

13

:

Hello.

14

:

Welcome to episode 61 of

women in the coaching arena.

15

:

I am so glad you are here.

16

:

Today, I'm talking about the

overlooked profit multiplier,

17

:

and this is how to create your

own signature coaching framework.

18

:

I also do a deep dive

into this in episode 10.

19

:

So you can feel free to

look back into that one.

20

:

Today I'm going to expand

a little bit further on it.

21

:

Having gone through this

process, myself and continuously

22

:

developing my own framework.

23

:

I can't overstate how much of a

game changer it has been and how

24

:

it can really allow you to become

a niche of one in your industry.

25

:

Even if it's a really crowded industry.

26

:

Like my particular niche is.

27

:

Let's start with three reasons

why you might want to do this.

28

:

Fast reason is.

29

:

It allows you to command higher rates.

30

:

Selling a coaching session or a bunch

of six or eight or 10 coaching sessions

31

:

still makes it really, really hard for

you to charge a good rate because people

32

:

can't help, but think, well, that's

a lot of money for a conversation or

33

:

for an hour of your time, especially

if perhaps they are working within an

34

:

organization and they might think of

their own hourly rate, which is usually

35

:

not as high as a hundred an hour or 200.

36

:

Now a 300 hour.

37

:

Wherever you may be charging.

38

:

Most people, if they break down thier

hourly rate it is nowhere near that rate.

39

:

And that is because they

can work eight hours a day.

40

:

They get holiday pay, they get pension,

they get all the things, but when

41

:

they are not self-employed they don't

understand that you can't just work

42

:

eight hours a day doing coaching.

43

:

When would you ever get

time for your marketing?

44

:

When would you get time to recharge?

45

:

So it's a whole different ball

game, but the average person doesn't

46

:

know that, which is why we want to

move away from pricing by the hour.

47

:

When you can paint the picture of a

system and a result and a methodology

48

:

that you will use to help them

get there, it moves them away from

49

:

comparing your prices by the hour.

50

:

And everything I do in my work with my

clients is all about how we can package

51

:

this up so people cannot pull apart

your offer and compare it to an hourly

52

:

price because that is going to take

away from the value of your program.

53

:

And they'll only focus

on that hourly rates.

54

:

So, for example, if people buy

my program, There is no way

55

:

they can break it down per hour.

56

:

Like I can't break it down per

hour because it's a supportive

57

:

process that I will use to help

people to grow their business.

58

:

There are so many different elements

that it's completely impossible for

59

:

people to break it down by the hour.

60

:

So all my potential clients can

realistically do is think is this

61

:

worth it for me Do I think I'm going

to add that money back in my business

62

:

to be able to fund this program.

63

:

And that is what you want

your clients to think too.

64

:

Is it going to be worth it for me to

get a job that I love for:

65

:

say, which might be your program price.

66

:

Is it going to be worth it for me

to be able to be an amazing leader

67

:

and lead my team for a thousand,

:

68

:

So what we want them to think is

that value that this process of yours

69

:

is going to change in their life.

70

:

Is that worth it for this value?

71

:

Our second reason why this really helps

you in your business is because it

72

:

streamlines and scales your delivery.

73

:

You might not be looking to scale right

now, but even so this is extremely

74

:

relevant, but if you are looking to

earn more money in less time, then

75

:

having a signature framework prevents

you from having to reinvent the wheel

76

:

with each new client that you take on.

77

:

It will help you to have an

established and systematic process

78

:

that you move people through.

79

:

All of your lessons, exercises

and tools will be documented

80

:

in that step-by-step journey.

81

:

And then when you are ready to perhaps

move to group or an online program,

82

:

You've already tested your program

multiple times with one-to-one clients.

83

:

Reason three that you might like your

own signature framework is because it

84

:

elevates your expertise and authority.

85

:

Showing to your clients that you

have thought through a process to

86

:

get them from A to B will help them

to see you as someone who knows the

87

:

way and is able to lead them there.

88

:

And if you are worrying about coaching

being non-directive and the client

89

:

leading the way then this is why

we niche down, because then you

90

:

have chosen that particular client

who wants that particular goal.

91

:

And then you have now helped several

people on their way to that goal.

92

:

So just like if you are a leadership

coach, you will know to be a great leader.

93

:

You might want coaching skills.

94

:

You might want the ability to speak up.

95

:

You might want to know how to

have difficult conversations.

96

:

You will start to notice with whichever

client you go for as your ideal client.

97

:

You will notice patterns come up.

98

:

So now we know why you might want to

create your own signature framework.

99

:

Let's take you into a five-step

framework creation process.

100

:

Our first step as I alluded to is

get hyper-focused on your niche.

101

:

I have a full episode on this episode, 14,

if you want to dig further into niching.

102

:

The first foundational step that you need

clarity on before you can create your own

103

:

signature program is a really specific

niche transformation and the outcome that

104

:

you will focus your framework around.

105

:

Some examples of this are transitioning

out of corporate and building

106

:

a successful freelance career.

107

:

Increasing confidence and

overcoming social anxiety.

108

:

Starting a business and getting

your first paying clients.

109

:

Wherever your area of

expertise get hyper-focused.

110

:

And this is easier said than done.

111

:

I know it's really, really hard for

coaches to really get clear on the niche.

112

:

And lots of it is around hedging their

bets and not wanting to block anyone off.

113

:

I'm not wanting to create

a really tiny market.

114

:

And I really do get all of the feelings.

115

:

I have helped many, many people

with this, and generally, nearly

116

:

all of my clients get clear on their

niche in our first onboarding call.

117

:

Because again, this is the

benefit of a signature framework

118

:

and the benefit of niching.

119

:

That I have done this

several times before.

120

:

So I.

121

:

I know how to help people

to get that clarity quickly.

122

:

Once you have your clear niche.

123

:

Our step two is to map out that

transformational journey that

124

:

you will take your clients on.

125

:

For example, if you are a weight loss

coach, your phases could look like mindset

126

:

reprogramming around their motivators.

127

:

Reshaping their dietary habits

and creating a nutritional

128

:

plan, building exercise into

their lifestyle, and then maybe

129

:

accountability to make it sustainable.

130

:

So you could have four

phases to your program.

131

:

If it's defining a business,

which is what I do.

132

:

My first phase is to build your business.

133

:

Our second phase is to attract

clients into your business.

134

:

And our third phase is to

deliver an amazing service.

135

:

So think through a logical step-by-step

process for your ideal client.

136

:

Usually anywhere between around

three and six phases or steps is

137

:

good to anchor in that framework.

138

:

Step three in our process is to add

your unique methodologies and models.

139

:

So now you have a rough idea of how you're

going to get your client from A to B.

140

:

It's time to start innovating and thinking

about why your approach is different.

141

:

There are many people out there doing

the same thing as you are doing.

142

:

How can you think about your

own unique way of doing it?

143

:

So, for example, when I talk about

niching, I talk about the front

144

:

door and back door framework.

145

:

So in other words, we need to focus on

the front door, which is the clients.

146

:

I just want to have a certain thing.

147

:

And then when they are in the front

door, we talk about the backdoor stuff,

148

:

which is the mindset, the confidence,

all of the things they actually need

149

:

to achieve their goal, but we must

always focus on the front door first.

150

:

So there are many, many people talking

about niching, but that is my unique

151

:

framework, my unique way of expressing it,

which really helps people get the idea.

152

:

And I've had so many clients

and people, I don't know,

153

:

who've listened to this podcast.

154

:

Immediately say, yeah, I know I'm

completely like that's all backdoor staff.

155

:

I really get it.

156

:

I just can't think what

their front door is.

157

:

So I've managed to create my

own unique way of niching.

158

:

So have a think for you.

159

:

What is your special sauce

that takes it from a generic

160

:

process that everyone is doing.

161

:

Like, for example, figuring out

their strengths or their values.

162

:

And how can you do this

slightly differently that

163

:

they can't get anywhere else?

164

:

Your unique signature framework.

165

:

When I was doing career coaching,

it was that rewire phase.

166

:

People loved that name.

167

:

They loved the idea of it.

168

:

Whereas other coaches may have

been talking about limiting beliefs

169

:

and values and all of the things.

170

:

I had managed to package it up

into a rewire phase of my program.

171

:

Okay.

172

:

So now you have been three

step one, which was niching.

173

:

Step two, which is mapping out

your transformational journey,

174

:

step three, which was adding your

unique methodologies and models.

175

:

So let's talk about step four, which is to

systemize and create supporting materials.

176

:

This is when you are going to get

more streamlined and have worksheets

177

:

or things like a disc assessment,

like, what is your process?

178

:

So you can smoothly

deliver this repeatedly.

179

:

This doesn't mean you need to go off

and record loads of recorded content.

180

:

And I think people that come to

work with me immediately panic that

181

:

they are meant to have a portal

with videos and worksheets and a

182

:

community and all of the things.

183

:

And you really, really don't.

184

:

When I started out and I was doing

career coaching I literally had nothing.

185

:

I had my framework, but I just

used to rock up on the call

186

:

and say, Hey, how you doing?

187

:

Today we're due to be outlining

your strengths, but what's

188

:

going on for you today?

189

:

And then we would have a normal

coaching session where maybe I might

190

:

pick out their strengths and figure

out ways of helping them identify it.

191

:

But it doesn't mean it needs to be rigid.

192

:

It doesn't need to be ultra fancy.

193

:

Please don't underestimate how valuable

your time and your coaching skills are.

194

:

Things like worksheets and videos

nowhere near come close to that time.

195

:

It's like in my program, the value is not

in the recorded content of the niching,

196

:

the marketing, all of the things that

yes, you do need to do, and it's useful.

197

:

The value in my program is having my

time to help you niche in 30 seconds.

198

:

To help you to actually take

that action this week and see

199

:

something in a whole new light.

200

:

Our, final step five is to map

this out into your core offerings.

201

:

So think about how you

want to deliver this?

202

:

Is it going to be as a high

ticket coaching program.

203

:

Is it a digital course?

204

:

A book, a mastermind, a workshop.

205

:

A done for you service.

206

:

The best thing about having a

methodology is there are so many

207

:

ways to bring it into your business.

208

:

Now that you have your powerful

intellectual property and a system built

209

:

out you have so many options available

to you beyond just one-to-one hours.

210

:

This is what I want to

shout from the rooftops.

211

:

When you build your business you often

will want several streams of income.

212

:

The ICF found that 40% of a coach's

income comes from one-to-one coaching.

213

:

So 60% comes from other means.

214

:

So what I do with my clients is build a

full business of varying different things

215

:

because often, despite many people wanting

to just sitting in a room doing one-to-one

216

:

coaching, it's usually not always

feasible to do that without bringing in

217

:

some other aspects into your business.

218

:

It also makes it exciting for

you and helps to position you

219

:

as an authority in your field.

220

:

So I love that it's such a creative thing.

221

:

Being an entrepreneur, having a business.

222

:

There was so many different

ways you can do this.

223

:

So there is our step-by-step process

for turning your expertise into

224

:

a signature coaching framework.

225

:

This is one of the most impactful

things you can do in your business.

226

:

I will reiterate these steps.

227

:

So firstly,

228

:

step one, get a hyper-focused niche.

229

:

Step two, map out the

transformational journey.

230

:

Step three, add your unique

methodologies and models.

231

:

Step four was was to systemize and

create supporting materials as required.

232

:

And step five, map this out into

your core offerings and how you want

233

:

to bring this into your business.

234

:

So I hope that was super helpful.

235

:

If you have been feeling stuck and

you want help to make this happen.

236

:

This is what I do in my signature

coaching program the business of coaching.

237

:

I work with qualified coaches to help

them to stand out as the go-to coach

238

:

in their niche, because that is what

is required in this market to be

239

:

able to have a sustainable business.

240

:

Even if you're thinking I don't need

many clients, I just need a few.

241

:

You still need to build a business.

242

:

There is no shortcuts here.

243

:

You need to commit to going all in

and becoming the go-to person in your

244

:

niche and commit to the creativity,

the excitement, the resilience of

245

:

becoming an entrepreneur who builds

an amazing business that impacts

246

:

lives and makes a massive difference.

247

:

So If you are interested in my help,

then you will find the details of the

248

:

business of coaching program in the

show notes, I would love to meet you.

249

:

And like I say, at the end of

every episode, trust yourself,

250

:

believe in yourself and be the wise

Gardner keeps on watering the seed.

251

:

Microphone (Samson Q2U Microphone):

Thank you so much for listening to this

252

:

episode of Women in the Coaching Arena.

253

:

I have a mess of free resources on

my website joannalottcoaching.com.

254

:

That's Joanna with an A

and Lott with two T's.

255

:

joannalottcoaching.com.

256

:

And I'll also put links in the show notes.

257

:

Let me know if you found

this episode useful.

258

:

Share it with a friend and

leave me a review, and I will

259

:

personally thank you for that.

260

:

Remember to trust yourself, believe

in yourself and be the wise Gardner

261

:

who keeps on watering the seed.

262

:

Get into the arena dare, greatly and try.

Show artwork for Women in The Coaching Arena

About the Podcast

Women in The Coaching Arena
Helping compassionate coaches to grow their coaching businesses with practical and emotional tools so that more brilliant coaches build brilliant coaching businesses
Are you a coach who's passionate about making a difference and building a thriving coaching business? Join Joanna Lott, a business mentor and ICF certified coach, as she shares practical and emotional tools to help you succeed in the coaching arena.

In each weekly Thursday episode of The Women in the Coaching Arena Podcast, Joanna provides valuable insights and actionable advice on various topics, such as business strategy, marketing, mindset, energy and entrepreneurship. Whether you're just starting or have years of experience, this podcast is for you.

You have a gift that needs to be shared and Joanna is here to help you do it.

About your host

Profile picture for Joanna Lott

Joanna Lott

Joanna Lott helps coaches stand out and get clients - with honesty not hype.

She has 20 years’ experience of working within HR and Governance in trade unions and financial services.

After qualifying as an ICF Executive Coach she set about learning everything she could about business, sales and marketing and quickly built a profitable career and executive coaching business around her young family.

Other coaches started asking her how she did it, so she’s supported 35 coaches in the last year alone to help them to build their business and get clients so they can make a living doing work they love.