Something many coaches feel torn between is selling a programme, which means that it's actually not coaching as it's directive in nature. Jo discusses the process of selling a signature coaching program and how it differs from pure coaching. She emphasise the importance of providing a clear structure and tangible offering to potential clients, while also tailoring the program to individual client needs. Jo highlights the essence of coaching and how it can be integrated into a structured program. She encourages coaches to embrace evolution in coaching and adapt to meet the changing needs of clients.The challenge of marketing intangible services [00:01:16]Discussing the difficulty of selling coaching programs that are not purely coaching and the need for a clear structure and tangible offering.The market's desire for tangibility [00:02:36]Exploring why potential clients are drawn to tangible offerings and the importance of providing a clear roadmap for their desired transformation.Crafting a marketable program [00:06:36]Discussing the need for clarity and specificity in programme outcomes, as well as the importance of balancing structure with flexibility to tailor the programme to individual client needs.The challenges of achieving goals [00:10:53]Jo discusses the experience of a client who didn't achieve their goals within the expected time frame and emphasises the need for understanding and support.Selling a program with confidence [00:12:06]Jo talks about the importance of believing in the value and transformation of a coaching programme and how it makes selling easier.Adapting coaching to meet client needs [00:13:28]Jo discusses the importance of tailoring coaching to individual client needs and suggests using different titles, such as mentoring, to make clients more comfortable.Useful LinksDownload the 12 ways to get clients nowLearn about The Business of Coaching programmeConnect with Jo on LinkedInRate and Review the PodcastIf 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: [email protected] 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:✨ 2026 Coaches’ Planner – Your Three Ways to Join InA few years ago, I couldn’t find a planner that truly supported coaches - something that balanced growing a business with growing as a person. So, I created one. Three years on, it’s become a trusted tool for hundreds of coaches to plan an aligned and prosperous year. You can now choose the option that suits you best (links below) 1️⃣ Free Digital Download – Get instant access to the online version of the 2026 Coaches’ Planner. 2️⃣ Printed Planner on Amazon – Order your copy to write in and keep by your side all year. 3️⃣ Dare Greatly Online Workshop – Thursday 4 December – Join me live as we plan together. You’ll receive a printed planner in the post plus a few thoughtful extras. Whichever option you choose, my hope is that this planner helps you create a calm, clear, and...

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