How to Design a Signature Coaching or Consulting Program

Stop Selling Your Time. Package Your Services and Sell What Your Clients Really Want and Are Willing to Pay More For.
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  • Lectures 15
  • Length 2 hours
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 6/2015 English

Course Description

Are you an independent coach or consultant?

Are you currently selling your time by the hour?

Or, in packages based on term, such as a 3-month package or a 6-month package?

Did you know that's not the best way to sell your services?

In fact, did you know that actually makes it harder to sell, and it encourages prospective clients to negotiate based on what they think they need or can afford?


I followed Debbie's 5 step process for a new proposal which was accepted promptly, without question or negotiation.

For the past 12 years, as a business and marketing mentor, setting the correct price for my clients for the services they offered has always been an issue, even setting my own pricing has been a problem. I was able to give my clients the formula for establishing their hourly rate but including the 'adding value' element was missing. Debbie's course 'How to Design a Signature Program' was exactly what I needed to solve this problem. Further, I tested this myself, after finishing the course. I followed Debbie's 5 step process for a new proposal which was accepted promptly, without question or negotiation. I highly recommend Debbie's easy step-by-step model for pricing, which in my opinion, can be applied to anyone offering a service and not only for coaches, consultants and mentors. ~ Fran Piggott CEO, Marketing Guru, South Africa


Like you, when I started my own business as an independent marketing consultant back in 1998, I too sold my time by the hour, or by the month.

Then I remembered that when I worked in the advertising agencies we sold by the project. We presented prospects with a specific scope of work and the results we would deliver, and we quoted them a project fee or a monthly retainer to cover that scope of work.

That's when I realized I needed to sell my services the same way.

I didn't want my clients buying my time. After all, who's to say what your time is worth. It's rather arbitrary. And high hourly fees can actually turn prospects away if they don't think you're worth it.

It's much better to sell results.

That way clients are buying what they want. They're paying for you to solve their problems.

You decide how long it takes to get that outcome and you charge them based on what that outcome is worth.

It has nothing to do with what your time is worth.

When you learn to package your services it changes your entire business.

(1) It helps you attract more of the right clients—the clients who are searching for exactly the outcome you deliver.

(2) It eliminates clients negotiating down the price or the term because you can easily tell them, this is what it takes to get the results you want.

(3) It enables you to charge for the value you're delivering, which is usually more than what you or a client might determine your time is worth.

(4) And, it enables you to sell more confidently because it eliminates any doubt that you're “worth it." It's not about you. It's about the outcome your clients want and will get when they work with you.

So, if you're an existing coach or consultant who is still selling your time, or you're a brand new coach or consultant who is trying to figure out how to package your services and what to charge, this course is for you.

This course is ideal for independent coaches or consultants who...

  • Are currently selling their time by the hour, or term (e.g. 3 month package)
  • Are brand new in business and aren't sure how to package their services
  • Would like to make it easier to sell their services
  • Are tired of prospective clients negotiating down price or term
  • Aren't comfortable selling because they don't know what their time is worth
  • Aren't getting enough of the right clients
  • Are creating time-consuming spec proposals for every single prospect
  • Are having to re-invent the wheel with each new client
  • Would love to be able to promise specific outcomes to their clients
  • Would like to create more efficiency in their business
  • Are interested in creating leveraged programs (e.g. online courses, books) in the future
  • Would like to know how many clients they need to make the money they desire
  • Want to be sure they can reach their income goals without working more hours than they want
  • Would like reliable, predictable cash flow (instead of being on a cash flow roller coaster!)
  • Want to be sure their business is viable, profitable, and enjoyable

Don't waste another day trying to sell your time.

This course will take you step-by-step through the exact same process I've been using successfully myself, and with my private consulting clients, for years.

This course includes:

  • Instructional Video Lessons for each step of the process
  • Fill-in-the-blank Worksheets so you can create a profitable Signature Program
  • Examples for all exercises for your review and reference
  • Step-by-Step Instructions so you can easily apply what you're learning to your business

Design a Signature Program...

  • You can become known for
  • That will set you apart from the competition
  • You can sell confidently
  • You know will deliver the results your ideal clients want
  • That will make your business profitable, enjoyable, and successful

Check out the Introduction and the First Lesson, they're free!

Then enroll today so you can get started creating your very own Signature Program.


If you're already enrolled in my course, How to Market Yourself as a Coach or Consultant...

... and you're wondering if you should enroll in this course, here are a few things to think about:

1) This course features separate video lessons for EACH of the 5 steps in both my Signature Program and Financial Viability processes. If you've struggled with these processes and you want more in-depth instruction and explanation, this course provides that.

2) If you prefer focusing your learning on bite-sized topics, this course does just that. This is one of the most important topics I teach because it's what enables you to get out there and offer your services in the way your ideal clients are most likely to buy.

3) If you haven't yet gotten to the Signature Program and Financial Viability sections, this course may help you get these important steps done so you can get out there and start selling your services, while you're still learning and applying the rest of the marketing steps.

4) If you've completed my How to Market Yourself course and you're still struggling to package, market and sell your services, this course may just provide the additional know-how, inspiration, and motivation you need to get on track.

What are the requirements?

  • Students should know who they want to sell their services to, and have a general idea of how they can help them

What am I going to get from this course?

  • Be able to promise your clients the outcomes they want and feel confident you can deliver those outcomes
  • Know exactly how many clients you need to reach your financial and lifestyle goals
  • Have a clear process to take each client through so you can stop reinventing the wheel with each client
  • Be able to sell your services based on the value you deliver instead of what you, or your clients, think your time is worth
  • Know exactly how to get you to your income goals within the number of hours you want to work so you can have the business and income you desire
  • Be able to give your ideal clients exactly what they want, so it's easier to market and sell
  • Be able to stop selling your time and instead sell what your clients really want and will pay more for

Who is the target audience?

  • This course is designed for independent coaches or consultants who are currently selling their time by the hour, or by term packages (e.g. 3-month package)
  • This course is for independent coaches or consultants who are tired of haggling with clients over hourly rates or term packages and would like to have a package that's easier to sell, and eliminates negotation
  • This course is for independent coaches or consultants who wish to be paid for the true value they are delivering to their clients
  • This course is for existing coaches or consultants, or new coaches or consultants who are just starting out and need help packaging their services

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.


Section 1: Course Introduction

This video lesson shares a brief introduction to the course and everything we'll be covering.

Make sure you check out the "View Resources" section with each video lesson.

That's where you'll find instructions and downloadable worksheets, handouts, and examples to help you apply what you're learning to your business. Most documents have been provided in both Word and PDF formats. Use whichever format suits you best.

Section 2: Why Design a Signature Program?

Watch the video lesson first, then you may refer to the Signature Program EXAMPLE for a real-life example of what a signature program looks like. This is the exact signature program I've been selling for years.


In this video lesson I share what happened when I didn't follow my own advice and instead chose to offer 5 different coaching/consulting programs.

If you're one of the many people who believe you need to offer your prospects a choice, so they can choose the program that suits them best, watch this video!

In it I share the results of my year-long test and underscore why I believe so strongly in offering ONE Signature Program, at least when you're just starting out in business or trying to become profitable.

Section 3: How to Design Your Signature Program

Watch the video first, then download the attached worksheet to help you identify your definable outcome. You'll find the worksheet in both Word and PDF formats. Use whichever format suits you best. Complete columns 1 and 2 of the worksheet before moving on to the next video lesson.

There is also an EXAMPLE Worksheet that has been completely filled out. Refer to this to help you complete your worksheet.


Watch the video lesson, then complete column 3 (What You Do) of the How to Design a Signature Program Worksheet that you downloaded from the last video lesson.


Watch the video lesson, then complete column 4 (Steps Required) of the How to Design a Signature Program Worksheet.


Watch the video lesson first, then complete the Table Section (your steps, process, and timeframe for each step), and Calculate Your Program Term, on the attached Creating Your Program Worksheet. Please wait to complete the pricing section until after you watch the next video lesson (Step 5).

You'll find the worksheet in both Word and PDF formats. Use whichever format suits you best.

You'll also find an EXAMPLE worksheet that is completely filled out. Refer to this as necessary to help you complete your worksheet.


Watch the video lesson first, then determine your Program Price. Once you've priced your program, you can Calculate Your Payment Plan Price. Use the Program Price Section of the Creating Your Program Worksheet.

Section 4: Making Sure You Can Make Money

This video lesson includes a brief introduction to this section, what we will cover, and why it's so important.


Watch the video lesson first, then complete Step 1 on the Financial Viability Worksheet that is attached to this lesson.

You'll find both Word and PDF formats. Use whichever format suits you best.

You will find an EXAMPLE on the worksheet.


Watch the video lesson first, then complete Step 2 on the Financial Viability Worksheet.


Watch the video lesson first, then complete Step 3 on the Financial Viability Worksheet.


Watch the video first, then complete the attached Cash Flow Projections Worksheets, for both your Minimum Monthly Revenue Goal and your Ideal Monthly Revenue Goal. You'll find the worksheets in both Excel and PDF formats. Use whichever format suits you best.

Refer to the attached EXAMPLES as necessary to help you complete your projections.


Watch the video lesson, then add any client-service-related hard costs to your Cash Flow Projection Worksheet.

Section 5: Conclusion

This video lesson includes a brief recap of everything we've covered in this course.

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Instructor Biography

Debbie LaChusa, The Business Stylist® Marketing Academy

Debbie LaChusa is the founder, and chief instructor, at The Business Stylist® Marketing Academy, where she teaches independent coaches, consultants, and other service professionals how to Package, Brand, Market, and Sell their services in a way that authentically and uniquely represents who they are and what they do for their clients. To date, more than 9,000 students have enrolled in her courses.

With 30 years of marketing experience and 18 years in business on her own—including building three 6-figure businesses—Debbie has plenty of real world, in the trenches, practical experience. And that's what she teaches in her online courses.

Debbie's own marketing efforts have landed her speaking gigs across the US, in Canada and Australia. She's even shared the stage with celebrity teachers from The Secret. She's also garnered media coverage for herself and her businesses in national online and offline media including Entrepreneur magazine, Forbes, CNBC, Inc, Home Business Magazine, and Yahoo! Finance.

Debbie is also an author, blogger, and pet therapy volunteer. She has published four books and is currently working on her fifth.

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