First impressions are everything, whether you're on a first date, in a job interview, or welcoming a new client!

Crafting a unique and appealing Introductory Offer is your key move to building your client base as an independent health, fitness, or wellness coach.

Why Introductory Offers Are a Game Changer for Coaches

Some independent coaches might think they don’t need to offer introductory packages like fitness studios do, but there's a ton of value in it. An introductory offer lets potential clients try out your services without a long-term commitment, making it easier for them to say "yes" right off the bat. This can lead to more clients and, ultimately, a stronger and more loyal client base. So, let’s break down how to craft or refine your introductory offer:

Pricing for New Clients: The Good-Better-Best Approach

If you naturally thought of offering three pricing options, you're onto something called the Good-Better-Best (G-B-B) approach. This tiered pricing strategy is a winner in many industries and can help you create impactful offers for new clients.

Here's what it might look like:

Good: Single coaching session
Better: 3-4 session intro offer over 1-2 weeks, with a slight discount per session
Best: 3-4 session intro offer + unlimited support over 2 weeks, with a better discount per session than the Good option and a slight bump in price from the Better option, but with undeniable value!

The G-B-B approach gives everyone an option: the non-committal, the nervous newbie, and the soon-to-be loyal client. Too few options can force clients into a yes/no decision, while too many options can cause decision paralysis. Think Goldilocks on this one – not too few, not too many, just right.

Designing Your Introductory Offers

Many in the fitness and wellness industry swear by manageable (around two weeks) intro offers tied to a specific number of sessions or amount of support. But it’s crucial to tailor your offer to your unique market, clientele, and preferred coaching style. Here are some questions to help you create a killer Introductory Offer:

What is your client acquisition cost?
How many new clients do you typically see in a month?
How much time do you need to devote to each new client outside their sessions? What's your prep time for new clients?
Can you add more value with low-cost items? (e.g., swag, access to digital resources, welcome gifts, a free service for a friend, etc.)
What’s the next package or membership you need this client to convert to so you can recoup your investment in them?

Conversion Rates and Adjustments

Tracking redemption and conversion rates is crucial to understand where you’ve already found success and where you might need to tweak your strategy. Check your current conversion rates if you have any to reference. If your conversion rate from an intro offer to a regular package or membership is:

0-25%: Your intro offer might need some reshaping. Are these deals too good to be true? The jump to regular pricing may be too big for clients to handle. An overly competitive intro might attract a lot of people, but not necessarily the right people.
26-49%: Consider making small tweaks to your intro offer. A better follow-up plan with new clients could go a long way.
50-75%: Your intro offer is converting well to your ongoing sessions and membership offers. Now, focus on delivering an unforgettable experience. How are you bonding with clients? How can you surprise and delight them during the intro period?
76-100%: WOW! You've got the conversion locked down; now it’s time to focus on generating more leads. Play with making your intro offers a bit more aggressive to attract even more clients!

Embracing Technology

In today’s digital age, leveraging technology can significantly enhance your new clients' experience and get them hooked on your services. Mobile access to programs, support from you, and progress tracking can streamline your operations and provide clients with a seamless experience that leads to high conversion.

First impressions matter, and crafting a unique and appealing Introductory Offer is your first step to building a loyal client base. Implement the Good-Better-Best approach, tailor your offers to your unique needs and those of your clients, and leverage technology to boost client engagement from the start. Always track your redemption and conversion rates to understand what’s working and what needs adjustment!