Use Coaching to Monetize Your Speaking Business (or Vice Versa)

Being both professional speakers and life coaches for more than a decade, we can tell you that the two are a perfect pair.

Our best advice for speakers is to offer coaching services as a way to further serve those in your audience who want to dig deeper into your area of expertise.

Our best advice for life coaches is that speaking is by-far the best way to get qualified clients.

In either situation, a well-designed presentation, based on the principles of seeding, is the secret ingredient that makes this relationship work.

Speaking + Coaching + SEEDING = Success

Let’s take a closer look at why this magical trifecta is so effective.

Advice for speakers

As a speaker, once you walk off the stage your access to your audience and your ability to get paid stop. That is, unless you establish a compelling way for your audience to follow-up with you after the event. Not only is it financially prudent to have services or products available that your audience can purchase should they want to dive deeper into your material, it is also better for your audience. If what you are sharing with them can help them transform their lives, you owe it to them to show them how to take it further. Offering them the option to learn more is serving them at a higher level.

If your goal as a speaker is to increase your income and make a bigger impact, offering coaching is an excellent way to accomplish both.

Many speakers are already accustomed to “back of the room sales”, such as selling a book. If you’re already doing this, that’s great! Adding life coaching (in whatever niche area you focus on) will give you an “up-sell”, or a higher-cost option available for those who are serious about implementing what you’re teaching and who are willing to pay a higher premium for your time and wisdom.

In some cases, speakers are strictly forbidden from selling anything at an event. In this case, it’s even more important to present yourself as a “coach”. Simply calling yourself a coach implies that you offer coaching. So you’re able to present an entire speech without a single mention of anything you have for sale, and yet you’re still promoting yourself. Audience members who resonate with your message and are ready to take action will look you up and reach out for coaching. No selling necessary!

This is that “seeding” part we mentioned. You see, calling yourself a coach, and maybe even talking about an example of one or two experiences you had with your coaching clients is “planting the seed” in your audience’s mind that you could offer this same transformation (coaching) to them.

Another benefit of having coaching services available is that you become less dependent on your speaking fees to make a living. In fact, some of our most profitable speaking engagements have been events where we spoke for free! We got more value from chatting with interested clients at the back of the room after our presentation than we would have got in speaking fees.

Advice for coaches

After coaching for a decade and working with thousands of coaches, we have learned very clearly what works and does not work for getting life coaching clients. Hint: it is not through social media or expensive marketing. What works is joint ventures, networking, referrals, and the number one method: SPEAKING in front of your ideal potential clients!

You see, people like to do business with people they know, like, and trust. The best way to let your potential clients get to know you is to meet them in person or online and give them a taste of what you can do for them. Whether you’re speaking in front of an audience of your target market on a stage or through some virtual event platform, you get a chance to impact your audience and offer them the option to work directly with you to apply what you’re teaching to their lives. It’s a win-win!

The best part is that you don’t have to stand up there and pitch yourself. We know deeply that coaches hate “selling”. It’s awkward and feels inauthentic. The good news is that by using “seeding” you can gently promote yourself without sounding “salesy”.

As we mentioned, this strategy of getting coaching clients through speaking events only works if you design your presentation in the right way. Below is the structure you will want to build into your presentation in order to soft-sell your coaching or other services while providing real value during your presentation.

The Seeds:

Sprinkle seeds throughout your presentation. Plan each of these sections into your speech:

1.     Introduce yourself as a coach and tell your story. Be vulnerable and real. Connect to your audience. We recommend using a title that is specific to your niche, such as a “Procrastination Coach” or a “MommyPreneur Coach”. Make it clear what you do as a coach, the transformation you offer, and why you do it (your story).

2.     Use examples about how your coaching, methods, and programs transform people's lives. You can include actual client testimonials or tell their stories. Do it discreetly but make it impactful.

3.     Mention the bigger picture of everything you help people with. If you’re focusing on one key insight, story, or tool, mention how it fits in with everything else you teach.

• Make this presentation dive deep into one of five (or similar) steps or areas that you focus on in your coaching. (More on this below.)
• Mention the other (5) steps/areas and where this step fits in.
• Tell them you don’t have time to cover all of it but that you’re going to give them your absolute best stuff in this one topic area.

4.     (If allowed) Tell them you promise to tell them how they can learn more about the other steps at the end of your presentation.

5.     (If allowed) Provide an overview of your available services (also known as your coaching program) at the end of your presentation.

The Soil:

The rest of your presentation is the actual content you’re covering. As mentioned in #3 above, your presentation is diving deep into one of the main topic areas that you focus on in your coaching, business, programs, or work. You want to give it your all—give them everything! Provide so much value during the presentation that they feel they actually experience what you have to offer.

This value acts as the soil that fertilizes the seed.

Maybe you’re opening their hearts with a powerful story about your life. Maybe you’re providing field-tested shortcuts to solutions they are looking for. Maybe you’re explaining an important industry concept to them that no one else can speak to as clearly as you.

Whatever it is, make it good, because the more your audience feels connected to and supported by you, the more they will want to keep that connection going after the event. If you show them what they’re capable of, make them feel empowered, and show them the way forward, they will be on board with you.

Now the seeds begin to grow. And so does your coaching and speaking business!

About the authors: 

Joeel & Nataile are co-founders of Transformation Academy, where they train leading-edge entrepreneurs, leaders and life coaches how to master their mindset and create a purpose-driven business so they can monetize their passion and live life on their terms.

Joeel & Natalie have started more than a dozen businesses, including (in chronological order) imports, photography, non-profit teen center, life coaching, t-shirts, magazine, book publishing, professional speaking, conferences and workshops, holistic virtual office center, online directory, life coach training, and an online academy. Joeel is a former psychology professor with a Master’s Degree in Counseling and Education is currently completing his dissertation on eudaimonic happiness for his Ph.D. in Psychology. 

In 2014, they pivoted their business online, first by transitioning their print magazine into digital format and later when a long-term illness inspired them to convert their coaching and training programs into online courses. Since then, Transformation Academy has trained almost 500,000 coaches from 200+ countries and territories around the world. They are advocates for the democratization of education, making real-world, transformational knowledge and tools accessible to all.