Hello 🙂 I’m here to talk today about best practices for group coaching. This can actually work for team coaching also. As you may know, I help coaches grow their businesses with ease and joy. My sweet spot is to work with coaches coming out of the corporate or business world and working in the business world as a business or executive coach.
Today, I want to talk about three different things that have to do with group coaching. I want to start with a quote that is one of my favorite quotes that I read last year and it just stuck with me. “Creating a presentation without an audience in mind is like writing a love letter to whom it may concern.” That is just so true when we think about our clients, when we think about our audience. That’s our tribe. Anything we do in our business, we want to be writing that love letter to that audience that we have in mind.
Now when enrolling group clients, the first thing that you want to do is think about who your audience is. Who are you writing that love letter to? When you know that, when you know your ideal client. When you know the person that’s going to get the best results with you, when you know what their challenge is, it makes it much easier to enroll those clients in your group. Of course, they’re all going to come with a common purpose. So you don’t want to have a group where you have one person that’s a parent that’s looking to help their teenager, another person who’s looking to grow their business, somebody who’s looking to lose that last 10 pounds. That can be very scattered. You want to have a group of all of the people that are in kind of the same place at the same challenge. That’s one of the secrets of enrolling: Have that audience in mind and look at their challenge. Make it the same challenge that everyone is moving toward.
The other thing you want to think about when enrolling in your group: You want to think about who are the clients that have already gotten the best results from you. When you think about those clients, that’s your audience. It’s a bunch of those type of people who have gotten the best results because that means they fit with you. It’s just fantastic and perfect 🙂 So that’s who you want to look at. And speak directly to that audience in your marketing materials, in any emails you write, in any videos you do. You really want to have that audience in mind.
Another thing you can do for enrolling clients in groups is let your marketing do the heavy lifting. If you have your audience in mind, and you’re writing that love letter from your heart and soul to that audience, then your marketing can do the heavy lifting. Then you don’t have to get them into enrollment conversations as much or try to kind of persuade or figure out what’s going to help them. They’re going to look at your marketing materials. They’re going to hear you. They’re going to see you. And they’re going to know that it’s right for them.
You might know the title of my book is, “The Clients You Are Seeking Are Also Seeking You.” So just help them find you by having that audience in mind. The other thing you can do when enrolling people in a group is you can guarantee a result. Okay. So now wait a minute because when I was in financial planning they told us, “You can never guarantee a result.” And actually in the real world, you can’t guarantee a result, right? We don’t know what’s going to happen. Here’s what I mean by that. If you want to say something like, “You’ll double your investment in this group.” Then you can have a guarantee that says, “If you don’t I’ll work with you one on one until you do.” And that’s a guarantee.
What guarantee could you make to the people coming into your group? This happened to me with a one on one coach a couple of years ago. She said to me the same thing. She said, “If you don’t make back at least what you paid for your coaching, I will work with you until you do.” And I made back what I paid for my coaching within a couple of months, actually. So that worked out beautifully. But she was ready to do that. If you’re ready to do that, that helps people to easily enroll in your groups because then there isn’t a barrier to entry. I know that if I put in the time then I’m going to make back at least my investment. Plus I’m going to have a lot of new skills and strategies and techniques. Then that works out beautifully for me. So those are a couple tips and best practices for enrolling clients in groups.
Now let’s talk about running your group. Here are our couple best practices I want to share about this. First of all, think about what works for you because what works for you is going to work for your clients too. Your clients are usually you at an earlier stage. So let’s just say that you’re running your group and you think about designing it. How are you going to design it so that it can be run very easily? How long is your group? And this is something I talked about on a past video. For me, my groups that I like to run are six months long. I really like to delve in with my clients. I really like to have a very close relationship. I want to really find out what it is that’s going to help that person. And I want to do it in at a pace where we’re not completely rushed. That’s what I love.
I did join a mastermind group not long ago. It was a 90-day group, 3 months. I love this group. It’s an amazing group. And I will probably do another three months because it actually took me probably about three to four weeks to really dive into what was happening. Sometimes it takes me a while. My life is really busy. I’ve got a lot of pieces going. A lot of things happening. So it took me a little bit to get into it. Once I got into it and I got the traction, I got moving. And by the way, in that three-month group, I made back my investment in the first two and a half weeks. So that was fantastic for me.
I really do like a longer one, so think about what it is for you. How long do you want your group? What time do you want your group to be at? Whatever works best for you is going to work best for the people that are there. So that’s one thing about running your group and you will show up as your best self when you have the group design perfectly for you. It’s going to resonate with your ideal clients.
Two more things that I want to talk about with groups, tips. I’m going to give two main best practices. You want to have some group agreements. This is so important. It was really interesting. I ran a lot of groups and I never had any group agreements like this until I came into my coach training. Then I realized the value of them. Your group agreements are things that are going to help the group run smoothly. I guess we did have logistical group agreements likeif you need to take a break raise your hand, let us know, all kinds of things like that.
But there’s other group agreements. There is confidentiality. What’s said in the group, stays in the group. I think a lot of groups have that agreement. But there are other agreements too like practice a positive focus. If you’re looking at what’s working, if you’re looking at what’s positive, then that’s going to bring more of that to the group. This creates a lot of safety. Each group member tending to their own self-care, have the agreement that each person will take care of themselves. That means if they’re taking care of themselves then they’re going to show up as their most empowered self and all their triggers won’t be set out in the group and involving other group members. Criticism-free zone, so many people say I want feedback and I always say, “That’s great, let’s give feedback in the form of questions like, “I wasn’t sure what you were saying there” instead of, “Oh my gosh, that didn’t make any sense to me at all”. You know? So give feedback in the form of questions. Make it a criticism-free zone. Another great group agreement is that the group agrees to speak in I-statements. So, “I didn’t understand that” rather than, “You’re crazy” or whatever some people would say for a you-statement, haha!
All of these type of agreements will help the group to flourish and to be a really safe and supportive space. So have a set of group agreements that you use at the very beginning and go over those group agreements in your first meeting. In running your group, and again, there are no guarantees but I will almost guarantee you that it will be so much easier for you as a coach to run the group and so much easier and more effective for people to be in that group.
It can be really, really, exciting once these group agreements are in place. And by the way, if you would like a copy of the group agreements that I use which are the “standards of presence”, just connect with my team via email or comments on our Facebook page (Karen Cappello Coaching) or Youtube video, etc. Simply say, “I’d love a copy of your standard of presence for coaching groups” and we’ll get you one of those.
Also if what I’m saying resonates with you, please connect to let me know. Likes & comments are great ways as well as emails always accepted at firstname.lastname@example.org. You know, I’d love to know if I say something that is insightful for you.
Another thing I want to share about running a group is to give some one-on-one sessions throughout the group program. So, here’s the truth. The truth is if somebody needs help in your group and they’re not getting what they need you’re going to help them. You’re going to do some one-on-one work with them to make sure that they’re getting their results. So put it out there in your materials. Let people know ahead of time. If you need help, help will be available for you. What I do in my groups is I start out with the one-on-one sessions so that my group members can find out – this is my mastermind group – so that they can find out what they’re going to do and set themselves up for success in the next six months. And then, in those six months, I offer at least one other session.
And the truth is if someone needs some help and they reach out to me, I will make one-on-one with anyone throughout that six months because I want them to get to their goals. So add in some one-on-one sessions, and sometimes, depending on what you’re charging for the group, you can even charge a very low rate for the one-on-one sessions. I know one coach that said, “If you’re a member of this group, you can get one-on-one sessions with me for $100,” which was such a low rate compared to what she charged her other clients. And people got in the group just because of that, because they can buy those extra one-on-one sessions.
I want to share how to get follow up coaching engagements from your group. The beauty of this is that if people want to work with you one-on-one, and they’re not sure– there may be people who haven’t been in your arena for a while, or they haven’t been on your mailing list, or they don’t know you really well, and they might want to start out with a group as a smaller kind of gateway engagement to find out how you work together. Once they’re in that group they might say, “Oh my gosh, I got such great results from the group,” and especially if you’re doing a business group and they’re getting money for that, maybe they now have more money in their business bank account to hire you on a VIP level and go deeper and really blow it out of the water, because there is more that can be done on one-on-one. Basically, it’s a great idea to look at the group as kind of a gateway offering.
Now the first thing you want to do to get follow up coaching engagements from your group is you want to run your group so well that people get the results that they came for. Take some measurements in your group. Find out on the beginning, “What do you want to get out of this?” Then look at where they’re going and acknowledge them throughout the process. Some people will have a very specific goal, like lose 10 pounds, or make $10.000. Others might have a goal of having more confidence or asking their boss for a raise, something like that. You can always quantify these at the beginning on a scale of 0 to 10. “So, 0 to 10, where are you now?” Then at the end, “0 to 10, where are you now?” So you can take a quantification of what they have gotten. Show them that they’ve gotten results.
It would be very amazing if someone was in a group for even 3or 9 months and didn’t get results because they’re focused in, you’re helping them. They’re going to get better results than they would’ve ever gotten on their own. That’s for sure. So whatever those results are, you can look and see who the people are who need to move forward. Who wants even more in their business? Maybe they have gotten, as a business group, and they’ve gotten to five or eight thousand dollars a month consistently, and now they want to double that, and get to over six figures. So that might take a different strategy, and it might take a little bit more focus, and maybe a more of a one-on-one.
You can watch the people in your group. Watch who needs more help, and then make that offer there. You can also look at the people who can afford to work with you at higher levels and get them to the space that they can. You can also have that guarantee for the higher levels. “Okay. You’ve been in this group. You’ve spent 3,000. You’ve made at least an extra 10,000. Now, let’s take that and invest it in a one-on-one coaching. And if you do six months of one-on-one coaching at $10,000, can you get into another 20, 25,000 or even more?” I know there are lots of coaches who say, “I show you how you can make your yearly income, your monthly income,” and that definitely can be done. But, for me, I like to take things in increments and steps and get there. You will get there. You can do that. But even starting by doubling your monthly income is a great start on the way to that.
Let me just say I love having groups. I love talking about groups. And so I want to say, if you’re interested, join us for our next mastermind intensive. It’s a six-month group. I think the investment is very reasonable. The six months are going to go by anyway. You’ll have someone who really cares about you, and wants to see you succeed, and has your back. I’ll have a chat with you and see if the mastermind is the right thing for you.
Here’s another kind of hidden benefit of being in a group, you get to see what you like in that group, how it’s structured. But you also get to see maybe what you didn’t like and want to change. So being in a group is great investment for you to see how to have a group of your own. It gives you a whole entire demo of what you would like to do. So, as you can see, I’m so excited about groups!
If you have any other questions, either about running your group, or enrolling clients, or getting follow-up coaching from your group, please just send them in and we’ll be happy to take care of those.
Thank you so much for being a coach in the world. I’m so thrilled that you are my colleague, that you are out there raising the consciousness of others. It means so much to all of us that we are here together. And I wish you a wonderful day. Sending you lots of success with ease and joy.