92 | Next Level Series - Day 1 - 9 Strategies I use to fill my evergreen group programme every month

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This is a special three-day podcast series designed for coaches who are ready to up

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their game by building scalable offers, building out their systems, perhaps

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delegating to a team and maintaining a really high client experience to build

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and maintain your retention rates.

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Over the next few days, I will share my own journey of doing these things

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as well as actionable steps to help you make your coaching business

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more sustainable and impactful.

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Welcome to this special next level series.

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I am so, so excited about this.

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So our first topic of this three-day series is building scalable offers.

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Our second is effective systems and delegation.

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Our third is maintaining a personalized client experience, even when scaling.

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So you can create a great retention rate.

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I'm excited to share today's episode with you because it's

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not something I talk about often.

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So today I will discuss my own business and how I have built it to consistently

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gain clients into my one program every single month for over three years.

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And I don't share things like this very often because generally my clients

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aren't always at this same stage.

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And therefore, I don't like to shout about my income and different things that

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might be irrelevant to where they are now.

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But as I am launching a next level mastermind and I so far have some

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wonderful people signed up who are both selling to organizations

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and selling to individuals.

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All of the topics I will cover over the next three days will have huge

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relevance to you if you already have an established business.

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So you already have a solid foundation.

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You have offers that sell.

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You have a healthy revenue.

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And you're now looking for greater income, freedom, a strong influence in your field.

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Essentially your next level.

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And usually my particular clients are wanting tangible results,

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but also sustainable success.

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And I love the fact that I have made a lot of money and done a lot of really great

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work school hours only and term time only.

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And I think, again, that's something I share very little about

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because maybe it sounds boastful.

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But that's why this is a perfect opportunity to really share my

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learnings with you in case you can gain from these insights to move to

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your next level in your business.

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So today.

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I am sharing something that I don't give myself enough credit for which is

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essentially selling an evergreen group program for for over three years now.

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And consistently selling out that program, every.

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Single.

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Month.

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For all of that time.

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Including months, like August when I don't work at all.

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I gained 11 clients.

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So that was a 33 K month given that I was on holiday, the entire period.

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That is pretty amazing.

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another thing I don't share often is that I do this from a sales page and

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anybody whos been in the industry for a while will know that sales pages.

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I have an, a noiutoursly low conversion rate, usually something like 1 to 3%

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of people that visit a sales page will eventually buy from that sales page.

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Because you obviously can't get to connect with the person and that sort of thing.

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So that's why a discovery call is always a better option.

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And that's generally what I teach, but for me personally, because

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I work school hours only, I just didn't have the time in my diary for

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loads and loads of calls anymore.

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So I made that switch.

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It was a really nerve wracking thing to do.

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I thought no one was ever going to buy from me again.

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And it has worked out so, so well.

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Another thing I've achieved, which again is very unique in this industry

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is making all of these sales without any pushy tactics, hard deadlines.

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People can join any time they want, which if you listen to top, salespeople

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will say, that's never going to sell.

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No one's ever going to do that.

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And I think what I have learned is yes, I do think there's

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ways of bringing in dates.

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And we'll talk about that in this episode.

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But people also have their own emotional drivers.

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If you are in it for the long game, like I am, then it doesn't matter about forcing

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someone to make a decision to suit you.

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Their needs and their right timing is of utmost importance.

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So here are nine strategies that I have used to fill my evergreen group program,

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the business of coaching, every month for three plus years, without launching,

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without hype and without sales calls.

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The first is deep and consistent marketing.

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So many of my clients who have launched group programs really want to launch an

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evergreen group program and I don't blame them because launching is exhausting

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and it's kind of all, or nothing.

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You either succeed or you don't succeed.

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The best thing about an evergreen is it doesn't matter if people

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don't sign up next month because they can join the following month.

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Whereas the standard group program.

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It starting on the 14th of January, for example.

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And if you don't join by the 14th of January, Tough luck.

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You've missed the program until the next time that person launches, which

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is often six months or so later.

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But what many people fail to take into account is how consistent

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are you in your marketing?

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So maybe they show up big for the launch and then you don't really

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see so much of them after that.

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If you want consistent evergreen sales into your program, you need

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to market consistently as well.

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And actually it's easier to do something every day than it is to

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do something every now and then.

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So it's not as painful as it sounds.

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The best thing I did with my program is incorporate both shallow marketing.

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Ie showing up on LinkedIn and social media.

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With much deeper marketing like this podcast for people to

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really be able to get to know me.

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I run workshops a few times a year again, to give people another

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chance to spend time with me.

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I've also started running in-person events for the last two years.

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So it's just that extra invitation for people to get to know me a little

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bit further on that deeper level.

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The key to all of my marketing is not immediate conversion, but

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building a good, solid relationship and credibility in this industry.

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Some people who listen or see my work will want to buy right away and others

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will take time to get to know me.

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Both are absolutely fine with me because it's warming up my pipeline as such,

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so rather than me think oh, my God, you know, this person needs to buy this month.

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I can chill out and know that they will come back in a future month

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when the time is right for them.

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Having that deep trust helps me never need to sell my program.

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I attract people into my world rather than sell to them.

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And I will share more about this in my other points.

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Okay.

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My next point is my strategic lead magnet approach.

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My lead magnet is designed to invite the people that I want

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to attract closer into my world.

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So they choose to opt into my email list and hear about what I share.

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I also think carefully about the type of lead magnet that will attract

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people who want to take action.

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So for example, at the moment I have a 2025 coaches planner.

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You will find the link in the show notes.

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And that attracts people who are interested in planning for their business.

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Once you have a plan you might want support and accountability

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,and momentum and knowledge to help you implement that plan.

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Third up is a powerful, welcome sequence.

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So I worked with Sophie Griffiths when I was using Facebook ads for

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a really short period of time.

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sorry, Sophie, but I did turn them off and haven't been using ads to grow

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my list at all I'm more of a LinkedIn person and perhaps I will go back to it.

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But anyway, I worked with Sophie to ensure that my email sequence was directing

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people to who I am more so, so trying to get people to listen to the podcast.

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Maybe directing people to my top LinkedIn posts, where I share my beliefs.

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Ways of sharing my personality, showcasing client results.

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Demonstrating my unique point of view.

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And providing those extra opportunities to go deeper with conversation starters.

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Okay, next up personalized loom videos has transformed my business because like

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I said, I don't always do sales calls.

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So what I do, if people email me asking questions about the program.

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Is rather than just send them an email.

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I will send them an email, but I'll also send them a video talking through.

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Maybe I hit share, screen, share my portal, share our slack group,

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really help people to get an idea of what it feels like to work with me.

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It's also given people an opportunity to see how much care and

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personalized support and effort I make into every single individual.

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It's a bit of a wow factor compared to most people who don't do that type of

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thing and will perhaps just have their assistant hit reply with the sales link.

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Okay.

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The next thing I have done is have an upfront sales page, including pricing.

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I'm not saying that there are not better ways of doing things than a sales page,

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because like I mentioned earlier, they do often have a low conversion rates.

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But for me, it has really, really worked because I had too many calls in my diary.

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And that's not saying I won't have sales calls anymore.

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If someone wants to speak.

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Then that's absolutely fine, but I want to ensure that they know

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what I offer, so I don't have to convince them on the sales call.

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I don't want to have to go step-by-step into everything that the program covers.

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This is how much it is.

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I don't want to have to do all that when they can do that in their own time.

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On that call.

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I would much rather it be about them, about whether we're a good fit.

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Than boring, talk about the calls are on this date this time.

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If you can't make that time, then basically you're wasting both of

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our time on this discovery call.

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So in other words, check out the time before you book a call, because if you

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can't make Tuesdays at one, till two 30, And you want to join the calls live.

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This is for my business of coaching program.

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For example.

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Then there's kind of no point in us having a conversation.

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So I much prefer to lay everything on the line.

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Be completely transparent.

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My motto is Honesty not hype.

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So again, that's just what I prefer.

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I am not interested in getting people on a sales call, talking them into some

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ridiculously high price and pretending that they are going to die if they

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don't sign up to my program right away.

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Another way I have done this in the past, which I would really recommend

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is just having a plain word document, explaining what you are doing.

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I did this for the first year or so of my business and it worked super, super well.

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So don't think you need to go through the rigmarole of creating a sales page

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because a plain document can work equally as well, and really does for my clients.

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Something I implemented around six months ago that has literally

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transformed my business is setting a start date for that month ahead.

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Before I didn't have a date on the sales page.

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So I guess people couldn't really decide in their head.

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When does this program start?

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When's a good time for me to start it.

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And all of those things.

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So now I have a specific date.

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So for example, it will be usually the first Tuesday of the month.

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So five spots available to join starting the 7th of January.

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Then as people join I go into my sales page and edit that.

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So people then who are thinking about it can see those spots going down and then

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they're thinking if I can't join now, then I've got to wait a whole month to join.

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So that has really, really helped.

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It's also been brilliant from an admin perspective.

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So I have that one week where five or so people are starting.

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I now have a small group accelerator so they get my extra support for a month

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when we're getting real clarity on things.

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And it enables them to really settle into the community because they meet

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people who are starting the program at the same time as them as well.

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Number seven is case study showcasing real results.

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This should have probably been number one.

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Because this has been amazing for my business.

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It's driven me to offer extremely good customer service.

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I give a lot to my clients.

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I champion them.

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I genuinely care about them.

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This all comes across in the case studies that I generate from my clients.

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I probably have 20 plus video case study testimonials, maybe more.

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And then what it's done is enabled me to sell from that sales page,

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because people can get an idea of the type of people who I work with.

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They can really hear what these people say about their experience.

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And they get to see real people like them who are sharing their experience.

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and seeing if I could help that person, then maybe I can help them too.

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Okay.

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Number eight is application on a sales page to gain more information.

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So I added an application form to my sales page because there are some people

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who aren't ready to buy right away.

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They maybe have questions.

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So I have added a form there that they can complete.

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Then usually I will do a loom video talking through that form.

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And then often they buy, once they received my loom video,

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answering their few questions.

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So that extra step has really, really helped to gain consistent sales as well.

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And, my final number nine is workshops.

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I love running free workshops.

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It provides that opportunity for people to get to know me more, learn about my

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processes, how I teach and get a feel for what it feels like to be in my world.

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So workshops is another great thing I have incorporated into my

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year and everyday working life.

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So finally the key for me has been creating multiple touch points

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for clients to engage with me.

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To trust the process and know that not everyone's going

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to be available immediately.

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By providing value, being authentic in my content and being in it for the long haul.

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Like absolutely committed to your program, to your clients, to

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your marketing, to your business.

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Plus also not expecting instant results.

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My program started with two people in it.

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Then I think the next time I had six people.

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And then the next month I had one person.

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And then maybe the following month I might have had one person.

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And so it wasn't always consistent a few years ago.

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Whereas now I can pretty much guarantee that my five spots

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will go every single month.

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So it's about that patience as well in not expecting instant results.

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This is not to say that you need to base your entire life

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around one consistent program.

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Although it is a really nice way to get the work-life balance that

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you may want, make good income and become known for something.

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But I have clients doing all sorts of different things, so I never teach.

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Here's how I did it.

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So you must do the same.

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I share my experience and I help my clients to really think

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about what works for them.

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And what did they enjoy?

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I don't offer cookie cutter programs where you have to do certain things.

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Because it's really about you finding out what is right for you.

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I hope today was helpful.

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Look out for tomorrows next level series, where I will be talking

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about hiring a team and how to ensure that that team member makes you

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money rather than takes your money.

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And how I have handled that transition for the last few years in my business.