Sales Funnels for Coaches

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Sales funnels are essential for coaches looking to generate leads, sell packages, and scale their businesses.

Sales funnels for coaches have five marketing stages: awareness, interest, consideration, conversion, and loyalty – the goal of a funnel is to move prospective clients through those stages. 

Key Takeaways:

  • Sales funnels reduce the cost per acquisition and increase average order value
  • The recommended software to build sales funnels for coaches is ClickFunnels 2.0

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What Is a Sales Funnel for Coaches?

A sales funnel for coaches is a multi-step process of finding leads, offering them services, and converting them into coaching clients.

After a potential client enters the sales funnel, the coach will try to move them through it until they purchase.

They can do this by offering lead magnets, discovery calls, and free sessions.

What Is a Sales Funnel for Coaches

Why Do Coaches Use Sales Funnels?

There are many reasons why coaches use sales funnels for their businesses, but here are the top five:

  • Grow Their Business – A well-designed funnel is essential to all marketing campaigns. Therefore, coaches use them to build effective marketing funnels.
  • Easy to Visualize – A sales funnel is one of the best tools for creating a marketing campaign, allowing companies to visualize the process.
  • Automate the Process – Once you’ve created your sales funnel, many steps can be automated. This allows coaching companies to focus on their clients’ results as they will no longer have to chase new customers.
  • Decrease Acquisition Cost – By using a sales funnel, you will be able to offer your potential customers specific marketing and advertising messages that resonate with them. This will increase the conversion rates and decrease your cost of acquisition.
  • Increase Retention – The final step of a funnel is loyalty. This encourages you to focus on the lifetime value of your customers and offer complementary products, which will increase the retention and value of each client.

After a client has purchased a coaching program, many companies will offer complementary products to increase the retention and lifetime value of the customer; here are some of the most popular digital products business use to do this:

  • High-Ticket Programs – Coaches can combine their coaching programs, courses, and community in a single, more valuable offer.
  • Courses – To help coaches scale their earnings, they can create courses that contain their coaching material, which could be marketed as ‘boot camps’ or ‘challenges.’
  • Digital Downloadables – If a prospective customer isn’t ready to commit to purchase coaching or a course, a lower-ticker offer such as a worksheet, guide, or ebook could be an introduction to the product.
  • Community Access – By offering a community, you can increase accountability, let members network, and answer questions live.
Why Do Coaches Use Sales Funnels

5 Stages of a Coaching Sales Funnel

There are multiple steps to each coaching sales funnel, including awareness, interest, consideration, conversion, and loyalty.

Each step of the funnel moves the potential client through the sales process.

Here are the five steps for coaches explained:

Step 1: Awareness – A client must first identify that they require coaching and start researching for a coach. They may find you through your social media posts, Youtube videos, or blog posts at this stage.

Step 2: Interest – Now that the client is aware of your business, they may start following your social media accounts, consuming more of your content, exploring your website, and researching your company online.

Step 3: Consideration – This is when a potential client looks for more information and may click through to your sales funnel. Here, they can book a free discovery call to understand better the coaching you offer and if you’re a good fit. 

At this stage, they may have a few different coaches they’re considering and want to ensure you’re right for them before proceeding.

Step 4: Conversion –  On the discovery call, if you find that the potential client is receptive to your coaching services, you can present your coaching offer to them.

Step 5: Loyalty – The last funnel step happens after a client has signed up. To grow your business, you will want to retain your clients and bring in new clients. 

Moreover, in this step, coaches can offer new products and services, including community access, courses, and referral programs.

5 Stages of a Coaching Sales Funnel

Coaching Sales Funnel Best Practices

When you’re designing a sales funnel for your coaching business, there are some best practices and tips that you should consider:

  • Sketch Out the Funnel – To help you visualize the process, you should sketch out the design on paper and see the complete customer journey. This will help you to spot any gaps and aid in the designing of assets.
  • Pick a Comprehensive Funnel Builder – Be sure to pick one that includes email marketing, a CRM, and scheduling integrations.
  • Network – Most sales funnel companies have a public or private community for you to join. As coaching is a popular business model, you can network and learn from others in the same industry when you join.
  • Add Testimonials – Include previous client testimonies that cover what they achieved through your coaching program. These can help new clients with their expectations and tackle their objections to purchasing.
  • Split Test – After you’ve created your sales funnel, it’s time to begin testing and optimizing your content. Funnel builders will allow you to test your offers, pages, and individual elements to find a winning combination. 
Coaching Sales Funnel Best Practices

Example Sales Funnel for Coaches

For this example, we will show you a five-step funnel for a weight loss coach. Although this example is for weight loss, the template can be replicated and used by all coaches.

  1. Awareness – A potential client can become aware of the weight loss coach through their Youtube videos, blog posts, and social media content.
  2. Interest – Potential clients can then visit their landing pages and website to consume more weight loss content. In this step, you can offer free workout programs and worksheets in exchange for their contact information.
  3. Consideration – Now you have the potential client’s contact information, you can email or message them to schedule a free weight loss discovery call to understand their needs better. 
  4. Conversion – After the discovery call, if the coach and potential client find a good match, the weight loss coach can offer them a program. This could be a targeted system that suits their needs, such as a 6-month weight loss plan.
  5. Loyalty – After a student has signed up for a coaching program, businesses can offer them a continuity program, such as community access. This could be a monthly paid subscription to a private weight loss network. 
Example Sales Funnel for Coaches

Software to Build Your Sales Funnels

Although there are many funnel-building software companies, one of the most recommended ones is ClickFunnels 2.0.

The platform has a range of sales funnel features, which include a drag-and-drop editor, scheduling, upsells and downsells, and integrations.

In addition to these funnel features, the platform also has a course builder, membership site area, CRM, and email marketing.

ClickFunnels 2.0 contains a full suite of funnel software, marketing automation, and client management tools to scale your coaching business.

Frequently Asked Questions

The best software for coaches to build a sales funnel is ClickFunnels 2.0. In addition to powerful sales funnel features, it gives you email marketing, CRM, automation tools, and a member area.

To build a sales funnel, you should start by designing the flow to include a lead-magnet, booking form, and order page. Coaches should then build their marketing plan around generating opt-ins and moving potential clients to the next funnel step.

Coaches use sales funnels to sell their one-on-one and group coaching programs. The funnel moves potential clients through the five marketing stages: awareness, interest, consideration, conversion, and loyalty.


About Authors

  • Samuel Fletcher

    Samuel Fletcher is a entrepreneur with over 15 years in online course development. With an in-depth understanding of online course platforms, including Kajabi, Thinkific, LearnWorlds, and more, he has not only created courses on these platforms but has also assisted others in their course creation journeys. Beyond his hands-on experience, Sam is a passionate blogger, online business mentor, and a proactive contributor to community initiatives. His commitment to excellence and belief in dedication, perseverance, and unwavering commitment drives his success. Recognizing the gap in unbiased, quality information about online course platforms, he co-founded SupplyGem. In addition to his leadership role, Samuel serves as a Technical Writer at SupplyGem, sharing his expertise with a broader audience. Moreover, he's an active member of professional associations such as the Association for Talent Development (ATD), The Learning Guild, and others, underlining his dedication to continuous learning and industry advancement.

  • Noel Griffith

    Noel Griffith is a Co-Founder and the Senior Analyst at SupplyGem. With a deep understanding of online businesses and a distinct passion for the creator economy. Drawing from his experience as a developer and online marketer, Noel is devoted to guiding others toward success in their online endeavors. In addition to his contributions at SupplyGem, he is affiliated with notable organizations such as the Association for Talent Development (ATD) and The Learning Guild.

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Disclosure: I am an independent ClickFunnels Affiliate, not an employee. I receive referral payments from ClickFunnels. The opinions expressed here are my own and are not official statements of ClickFunnels.

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