The Key to Growing Your Coaching Business: A Solid Follow-Up System
As a coach running a business, especially one focused on training athletes or general fitness clients, acquiring new leads is often the first step toward growth. However, attracting interest is just one part of the equation. The real challenge lies in turning those leads into prospects and ultimately into paying clients. This transformation doesn’t happen overnight, and it requires a consistent, well-thought-out follow-up system.
Coach Chris Barnard from OTA (Overtime Athletes) shares valuable insights on the importance of having a solid follow-up process, how to implement it effectively, and why it’s a game-changer for growing your business. In this blog post, we’ll delve into his approach and discuss the critical steps every coach should take to maximize the potential of their leads.
Importance of a Follow-Up System
Attracting leads to your business is just the beginning. Many coaches make the mistake of focusing all their efforts on lead generation, hoping that the people who show interest will automatically convert into paying customers. However, Coach Chris emphasizes that converting a lead into a prospect — someone who shows intent to purchase — is a far more complicated process.
A lead is essentially just someone who has shown interest in your services. Whether they clicked on an ad, signed up for a free trial, or expressed interest through social media, all you have is their contact information and a bit of curiosity. Converting a lead into a prospect requires you to go beyond sending one email or making a single phone call. You need to nurture that lead, remind them of the value you offer, and guide them toward taking the next step.
This is where the follow-up system comes into play. A structured, well-executed follow-up process will bridge the gap between a lead and a prospect and increase your chances of making a sale. As Coach Chris explains, turning a lead into a paying client is easier than converting a lead into a prospect, so this phase of your business is crucial.
Multi-Day Follow-Up Process
One of the most effective follow-up strategies Coach Chris highlights is the multi-day sequence. This strategy includes a combination of calls and text messages spread over several days to ensure you reach your lead at the right time.
When you first receive a lead, your initial step should be to call them directly. It’s important not to leave a voicemail initially. Most people won’t answer calls from numbers they don’t recognize, and leaving a voicemail might give off a pushy or desperate vibe. Instead, after your call, send a simple, personalized text message introducing yourself, explaining the service, and offering a time to schedule their first appointment. The goal is to make the first touchpoint feel personal and warm without overwhelming them.
If there’s no response to your initial attempt, don’t be discouraged. It’s common for leads to be busy, out of town, or otherwise preoccupied. Coach Chris advises that you follow up the next day but with a slight change in timing. For instance, if you called them in the morning, try again in the afternoon or evening. This helps cover different times of the day when they may be more likely to answer or see your message. Each follow-up call should be followed by a text message confirming your attempt to reach them.
The key is persistence. You’re not bothering them — you’re providing value, and they’ve already shown interest in your services. By staggering your calls and messages over a few days, you increase your chances of connecting with them. Many leads simply need a little nudge to remind them of the commitment they made when they first expressed interest in your services.
Respecting Professional Boundaries
One of the biggest challenges for coaches in the follow-up process is respecting their own professional boundaries while also maintaining a customer-focused approach. Many coaches feel they might be “bothering” leads when they continue to follow up after the initial contact. However, Coach Chris encourages coaches to adopt a professional mindset and treat their business with the respect it deserves.
Think about it — if you were making an appointment with a doctor or dentist, you would expect to show up at the scheduled time. It’s rare that people would miss such appointments without a good reason. Similarly, coaches should treat their time as valuable and set clear expectations for leads. When you schedule a time to meet or train, you should set a precedent that punctuality and commitment are important. If a lead agrees to a time but doesn’t show up, it’s essential to address the situation immediately.
Being firm but respectful in your communication will help prospects recognize that you value your time, which in turn will increase their respect for your services. You can do this by sending reminder texts and communicating that you’re excited about the meeting but also expect the same level of professionalism from them. If a lead no-shows, don’t hesitate to send a gentle text to let them know their time is valuable and that you’re happy to reschedule at a time that works better for them.
Rescheduling and Re-Engagement
Not all leads will be ready to commit immediately. In fact, some leads may not show up for their initial appointment due to unforeseen circumstances. Coach Chris suggests that if a lead doesn’t show up, you should immediately reach out with a light-hearted message asking if they need to reschedule. The key here is to maintain a positive, non-judgmental tone — you’re simply trying to re-engage with them and offer a second chance.
If the lead doesn’t respond to your follow-up message, add them to a more extended follow-up sequence. You can continue to engage with them every few days, even up to three days after the missed appointment. If you still don’t get a response, it’s time to re-engage them on a more long-term basis. Send them monthly check-in messages asking how they’re progressing with their fitness goals or offering them a seasonal promotion.
Oftentimes, leads may not be ready to commit initially but may eventually come around months later, especially when they’re in a different phase of their training cycle. By maintaining consistent communication, you keep your coaching business top of mind for when they are ready to take the next step.
Use of Expiration Text for Limited Offers
Another effective follow-up tactic that Coach Chris recommends is leveraging urgency with expiration texts. If you have a limited-time offer, such as a summer training program, sending a text 30 days after a lead initially contacts you can be a great way to re-engage them. The message should be clear and concise, reminding them that the special offer is about to expire.
By highlighting the expiration date, you create a sense of urgency that can prompt leads to take action. Coach Chris mentions that this strategy often works because people are more likely to act when they feel like they might miss out on something valuable.
Conclusion
A well-structured follow-up system is an essential tool for converting leads into paying clients and growing your coaching business. The key to success lies in a multi-day follow-up process, respecting your professional boundaries, and staying consistent with re-engagement strategies. By implementing these techniques, you ensure that every lead you acquire is nurtured and given the best chance to convert.
In today’s competitive coaching landscape, having a solid follow-up system is not just a nice-to-have; it’s a must-have for sustainable business growth. When you treat your leads with professionalism, respect, and consistency, you’re more likely to see higher conversion rates and stronger long-term relationships with clients!
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