Operating a coaching practice where you are not limited to the number of people you can serve is most coaches’ dream. It requires you to move from a 1:1 business model to a 1:many model. This transition enables you to scale financially, leverage your time and reach a wider audience. And there are many ways to accomplish this goal. But first, it is important to understand the timing and when to make this switch. At the same time, choosing the right offer stack is essential to scaling efficiently and properly.
One money coach I work with has been servicing her clients 1:1 for years and her bookkeeping practice is full. She is now ready to take the work she has been doing with her private clients and move it into a self-study course. Because she can only work with so many 1:1 clients at a time, a course will enable her to reach a new audience and transfer her expertise to a format that allows clients to teach themselves.
How Do You Know When It’s Time to Move Your Coaching Practice From 1:1 to 1:Many?
Here are 5 signs to watch for:
- Your 1:1 coaching practice is full. There is a specific number of 1:1 clients that you can service comfortably and efficiently. And this number is different for everyone. You have to decide how much bandwidth and brain capacity you have to work this intensely with clients. It could be 5, 10 or 20. When you have reached your full capacity, then it’s time to make the switch to 1:many.
- 1:1 client interaction drains you. Let’s face it. Some coaches just operate better in groups. Maybe you have tried to service your clients 1:1 but you find you can’t maintain your energy in this type of interaction. Don’t sweat it. Working with clients 1:1 may not be your jam, and that’s okay.
- You have developed a system or process that’s transferable to a 1:many model. In a 1:many model, it requires a systematic approach and a repeatable and successful process for creating a transformation with your clients. If you have developed a step by step method to achieve a specific outcome, then you are ready to transfer your knowledge in a 1:many environment.
- You are ready to scale financially and leverage your time. There is really no other way to financially scale your business and leverage your time except the 1:many business model. There is only so much of you to go around. When you have reached that max, then you have financially reached a ceiling. But when you can work with people in large groups, you not only change the number of people you can serve in a specific time period, you also open the opportunity to increase your revenue substantially.
- You love teaching the masses. If you can honestly say that you thrive in a teaching environment, then transitioning to a 1:many business model is an ideal fit for you. Running a coaching practice that consists of opportunities to teach can be very rewarding, establish you as an expert and ultimately put you in a position to reach people worldwide.
One of our clients has been a mental health therapist for over 10 years. She has a full practice and every day she works with working professional women to help them live healthier lives, free from anxiety and unhealthy habits that drain their energy. Kristin has big plans to run a 1:many practice that includes self-study courses, group programs, and even a paid membership. She understands this is the only way to duplicate herself and reach a wider audience of professional women.
Exploring Which 1:Many Model is Right for Your Coaching Practice
There is no one “right” way to transition from 1:1 to 1:many. It differs for all coaches and depends on many factors. That is why it is important to work with a marketing strategist to help you outline what will work best for you and your audience. But here are the different options that are available to you.
Self-study courses are great low entry offers that enable your clients to learn from you and work at their own pace. These courses normally include pre-recorded content from you, along with worksheets or a workbook. Once you put it together, it is available all year round, with little to no interaction from you. The disadvantage is that your audience is normally less engaged and relies completely on internal motivation to achieve a transformation.
Group programs can include group coaching programs, mastermind groups, or any other type of group that is delivered live for a specified period of time. It could be an 8-week group program that teaches clients how to master mindset or a year-long mastermind that is designed to support business growth. Group programs provide the opportunity for community and live interaction with the coach, but they do require flexibility and availability on the part of the client.
A hybrid model combines both a self-study element coupled with a live element. Perhaps there is a specific curriculum that clients work through on their own. This curriculum is supported by live calls that review the material, answer questions or provide additional coaching on these topics. A hybrid model provides the best of two worlds. The client can work at her own pace, show up for live calls if she wants, or choose to listen to recorded versions of the live calls at her convenience.
A membership is another lower-cost option that enables you to reach the masses. Members pay a monthly membership fee and they typically have access to member-only content. This could include training videos, resources, regular live workshops, discounts on other courses, or anything else that sweetens the pot for members. It is difficult to grow and maintain members in this model. It’s not uncommon for people to join and drop out. However, the membership model enables you to reach hundreds, if not thousands of people with one offer.
Some coaches will develop keynote speeches, breakout sessions, or workshops and deliver them to large crowds of people. One of the great things about speaking and workshops is that you can often go to a ready-made audience that is filled with your ideal client. You can make money as a speaker but it’s also great for filling your pipeline of potential clients that would be a great fit for your other offers.
Refining Your Offer Stack for Your Coaching Practice
When you are running a 1:1 coaching practice, your offer stack is simple. One to One coaching is your only offer. However, as you expand and start moving into a 1:many model, you need to be more intentional about creating an offer stack that aligns with your passion, expertise, and audience needs.
More often than not, your 1:1 service moves into your VIP or top tier offer, while your 1:many offer becomes your core offer. All too often, I see coaches creating a bunch of group offers that are independent of one another and this results in poorly executed funnels. Before they know it, they find themselves with an array of lead magnets, courses, and group programs that have nothing to do with one another. The offer stack becomes confusing to their audience and difficult to market.
Before you start transitioning your coaching practice from 1:1 to 1:many, it is wise to work with a coach or marketing professional that specializes in helping you define your offer stack. Scaling your practice depends on it.
Thinking about transitioning from a 1:1 coaching practice to a 1:many? Let’s chat first. I am happy to give you some pointers and discuss a plan that will work for your unique coaching practice.
Moving Your Coaching Practice from 1:1 to 1:Many
March 15, 2022