One of my absolute favorite ways for new entrepreneurs and my students to actually start profiting from their podcasts super quickly is by coaching. I realized I had a multiple six-figure coaching business completely fueled by my podcast within 24 months of launching. Also, I realized I don’t really talk about it that much. I don’t teach you all the amazing things I know about that, and I’m pretty sure you want to know what I know, right?
Is It Possible to Build a Multi Six-Figure Coaching Business in Less Than 24 Months?
I have a ton of experience as a coach. I used to be a network marketer, so I met with lots of people for many years. Then I pivoted out of that and started this business. The first thing I did to monetize was coach. I’ve coached from 15-minute sessions to one-hour sessions. I’ve coached for 6-month periods and even did a year one time. People just need you. They need what you’ve gone through. When your market is small, you’re really able to serve people deeply in a coaching, one-on-one capacity. Is that scalable once you’ve passed 500K in revenue? Probably not. You’d either have to grow your pricing so high that it may not feel morally aligned, or you have to start serving people in a group capacity and phase out of coaching; which is what has happened for me.
But it didn’t happen for a while and so many of you would love to have that problem, right? Let’s get you there!
I have five ways for you to grow and scale a coaching business just like I did. I don’t know exactly how long it’s going to take you to do this, but it’s what I did to pass that 200K in coaching clientele in just 24 months.
1. I had a micro-niche that I served with long-form content
I had a podcast that spoke not just to one niche, but one micro-niche. My audience is Christian women who are growing an online business. It’s not just business (that’s a niche), it’s not just an online business (that’s kind of a micro-niche, but still too big), and it’s not just women in business. It’s Christian women who are growing online businesses. And I even take that niche just a little bit deeper with the fact that my women do not want to be growing using social media. The micro-niche is the secret to a multiple six-figure business. You need to target one specific group and speak to one specific problem.
Then I use long-form content to connect with you, which is podcasting. This is critical. If you’re not actually connecting with your person through long-form content – content that can help them – at a deep capacity (not a 30-second reel, that’s not helping anybody; not going viral on a TikTok that’s not going to convert), you’re not creating trust and connection for people to spend money with you. If you haven’t started your podcast yet, go watch my free workshop at podcastforgrowth.com and see if podcasting is what could work for you.
2. I got super clear on the problem I was solving
When students come to me and say they’re not actually making money with their coaching offer. I ask them to pitch me and tell me what they’re saying. What I’ve noticed is they’re not saying what the problem is that they actually solve. It’s super elusive. What are they actually saying? What is the problem you’re solving and What is your person saying?
It’s one thing to say you’re an Identity Coach, but is that what your person is saying? Probably not. The future client is probably saying that she doesn’t feel fulfilled in her job or her relationship. They’re using another language to describe the problem they’re experiencing. When I was able to get super clear on what I was actually doing for people, it blew up. People asked how they could get that. That’s what put me on the path to a multiple six-figure coaching business.
When I was doing clarity coaching, that was helping people get clear on what they were called to do so they could start their online business. I’m not mincing words around what my offer is. If you don’t know how to do that, we spend about a month on this in Podcast to Profit – 3.0, my new and improved 6-month group coaching for Christian women who want to grow their businesses using podcasting. We spend a ton of time on this because it’s not easy. It’s not easy to figure out the number one problem. It’s a lot of work, but it’s such a pathway to success in your coaching business. If people don’t know it’s for them, they’re not going to buy it.
3. I aired my coaching sessions on this podcast
You can go grab the podcast catalog. It’s in our Facebook Community at stefgasscommunity.com. Search for Live Coaching. I have at least a hundred of my coaching sessions on air for you to listen to. It took my business to the next level because people heard what I was doing with my clients and they wanted one of those sessions. It made it super real to experience what coaching would be like with me. Contrary to people saying I shouldn’t have aired it because I was giving it all away, that’s what this podcast is. I literally give it all away. If you sat and listened to all 600+ episodes I have, you would never need to spend a dime with me, but who has time for that? It’s never hurt me to give more away. Instead, it’s actually helped me because it helps you guys to trust me and get a result without you paying me anything. It creates that belief in your heart that I’m the right coach for you. That’s exactly what I want you to do with your future clients. Air the coaching. Even if no one will pay you for coaching right now, do some free sessions and then air them on your podcast.
4. I was willing to start lower on my pricing for coaching and then scale from there
I was a six-figure corporate controller and made a great living before I started this business. Then I was a top network marketer so I was used to making a pretty solid income. But when I started the coaching business, I started lower. I didn’t have many clients and it definitely wasn’t paying bills. You have to start where you are in order to prove to yourself, to your community, and to the future people who want to work with you what your value truly is.
I started low and I would just serve. Then I’d air it on the show. I gave my heart and got more clear on exactly what it was I was doing with people and communicated that on the show very clearly and didn’t mince words. I was unapologetic about asking for the sale. Over time, roughly every 3-6 months, I would be booked out. So I doubled pricing. Then I’d be booked out again 3-6 months later and I’d double pricing again. BONUS TIP: I didn’t inch the pricing up. I doubled it. I don’t have time to be inching pricing and changing my website every five seconds. There would be an adjustment period. There would definitely be a recalibration as people got used to the new pricing. But it didn’t matter. No matter what I charged, they came. They really wanted the solution I’d proven I could give. You can do the same thing too.
5. I focused on retention versus new sales
There is a stat on the internet that says it’s much easier to resell someone who’s already paid you than to find a new buyer. The value of an already existing client to you is exponentially more than focusing on more people. What I learned was that someone who spent money on a coaching call would be my best bet to move into a 6-month coaching package. I focused on the retention of my existing client base versus selling to new people and still sold new people all the time. I wouldn’t just let new people go.
How long have you been listening to me? I just had Jenny Good on and she’s taken every single thing I’ve ever offered and has coached with me. Talk about proof. Look at her business. She’s had a 12K month since the show came out! Investing in the coach you truly believe in is always worth it. Jenny invested in me over and over again. It was more important to me to keep Jenny and get her a result over time than to focus on a new person or new offer. That’s harder for you, as a coach, than it needs to be.
6. BONUS: I did not get distracted
I stayed the course and dug in. There were some months when nobody bought coaching and that was okay. I just kept focusing on my offer. I did, as you know, have a course that came out after a year and more than a six-figure coaching business. People kept asking me the same questions in my coaching calls. So I created PPU (Podcast Pro University). As I totally capped out on coaching, I created Clarify Your Calling, which is my first-level course for people who don’t know what their business should be.
That helped to alleviate some of the pressure on coaching. Now we have Podcast to Profit, which is the only place I coach now. Because the reality for me is my time has to be spent with people who are all the way through the basics and are super ready to make that investment in growing their business. It’s exciting and I want that for you too.
Take step-by-step action
If you are listening to this and your coaching business isn’t even started yet, or it’s not where you want it to be, focus on going step-by-step with what I just said:
Start a podcast. It’s been the most insane catalyst for my growth.
Get super clear on the problem you’re solving. Sometimes the only way to do that is to start coaching. Some of us want to know the answers before we actually sit down with the people but that’s not always possible. Even if you have to sit down with a few people for free, do it. Figure it out.
Don’t be afraid of starting low in your pricing to gain momentum.
Focus on retention versus new sales. There’s a roadmap my students follow. If you’re curious about what that looks like, go to http://www.stefaniegass.com/school and you will see the exact roadmap my students follow. I have a 50% conversion from people who go through Podcast Pro University into Podcast to Profit. That’s what you’re trying to build after you’ve gotten to that six-figure revenue level. The worst thing you can do is create a roadmap before you’ve validated your first thing.
I love you. May God bless your business. May He bring you the clients who have been praying for you. I ask the Lord to place a hand of favor upon you, your heart, your business, and your voice. May He help us remember that we are glorifying Him in all that we do, in everyone we serve, and through every client we meet. Remember that you are literally an extension of Christ – may we be reminded of that, grounded in that, and standing true in that. In Jesus’ name, Amen.