Joanna Lott Coaching

How to Sell Coaching by creating a Signature Coaching Package

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Unleash Your Career Potential: The Signature Coaching Package That Sells

Table of Contents:

  1. Introduction
  2. The Struggle of Starting a Coaching Business
  3. Overcoming Negative Thinking Patterns
  4. The Game-Changer: Creating a Signature Coaching Package
  5. Benefits of a Signature Coaching Package
  6. My First Signature Coaching Package
  7. Tips for Crafting Your Own Signature Coaching Package
  8. Conclusion


If you’re a coach struggling to attract clients and sell your services effectively, you’re not alone. Many coaches, including myself, have faced similar challenges, particularly in the early stages of building a coaching business. However, there’s a powerful solution that can transform your coaching practice: creating a signature coaching package. In this blog post, I’ll share my personal journey and how developing a standout package helped me overcome doubts, differentiate myself in the market, and build a thriving, profitable career coaching business.

The Struggle of Starting a Coaching Business:

Starting a coaching business can be an anxiety-provoking experience, especially when transitioning from a stable job. I vividly remember the early days of my career coaching business, where I would dread discovery calls and often find myself tongue-tied when trying to explain how we’d work together. The fear of not being good enough, the possibility of refunds, and the doubt surrounding my readiness to sell coaching services plagued my mind.

Overcoming Negative Thinking Patterns:

As I navigated these challenges, I realized that the biggest obstacle wasn’t external factors but rather my own negative thinking patterns. Comments from others questioning my decision to become a coach or the feasibility of charging for my services only fueled my self-doubt. It became clear that the real obstacle was getting over these negative thought patterns and believing in my ability to create a commercially successful coaching business.

The Game-Changer: Creating a Signature Coaching Package:

The turning point came when I carved out time to create my own signature coaching package. Suddenly, the intangible concept of coaching became tangible – a product that I could clearly explain in my marketing and during discovery calls. This simple yet powerful step made it much easier to communicate the value of my services and differentiate myself in the market.

Benefits of a Signature Coaching Package:

  1. Clear Communication: A signature coaching package allows you to articulate your offer concisely and effectively, making it easier for potential clients to understand the value you provide.
  2. Differentiation: By creating a unique coaching package tailored to your expertise and target audience, you establish a distinct position in the market, setting yourself apart from competitors.
  3. Confidence Boost: Having a well-defined coaching package can increase your confidence when selling your services, as you have a clear understanding of what you’re offering and how it can benefit your clients.

My First Signature Coaching Package:

Here’s a glimpse into my first signature coaching package, which helped me overcome my fears and start attracting paying clients:

Tips for Crafting Your Own Coaching Package:

  1. Identify Your Niche: Determine the specific area or problem you want to focus on. Ttailor your coaching package to address the unique needs of your target audience.
  2. Define Your Process: Outline the step-by-step process or methodology you’ll use to guide your clients through their transformation. Ensure a structured and consistent approach.
  3. Highlight the Benefits: Clearly articulate the benefits and outcomes your clients can expect from working with you. Focus on the tangible results they’ll achieve.
  4. Create a Compelling Name: Choose a memorable and attention-grabbing name for your coaching package. Make sure it resonates with your target audience and reflects the value you provide.
  5. Design Attractive Materials: Invest in professional-looking marketing materials, such as brochures or digital presentations, to showcase your coaching package in an engaging and visually appealing manner.


Creating a signature coaching package was a game-changer for my career coaching business, allowing me to overcome doubts, differentiate myself in the market, and effectively sell my services. By following the tips outlined in this blog post, you too can develop a standout coaching package that resonates with your target audience and positions you as a confident, credible coach. Remember, if I could overcome my fears and build a successful coaching practice, so can you. Embrace the power of a signature coaching package and watch your coaching business thrive.

Whenever you’re ready, here’s how I can help you grow your coaching business:

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Do you want help with creating your coaching package? Check out my Business of Coaching programme

Hi, I’m Jo, I spent 20 years in corporate HR but faced challenges balancing work and family. Refusing to settle, I ventured into coaching, seeking financial success aligned with my values. Overcoming limiting beliefs, I developed strategies to attract clients, leading to the creation of my Reliable Results Path. Now, I support coaches in achieving their goals through my Business of Coaching program. My values of honesty, personalization, and courage guide me, fostering a community of impactful coaches who believe in inclusivity and making a difference. More about me




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Hello and welcome! I’m Joanna Lott, and I’m passionate about empowering qualified coaches like you to build brilliant businesses.