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How to Leverage Your Expertise to Expand Your Sales Funnel

How to Create Your First Group Course

There comes a time in every busy entrepreneur’s life where she’s struck by an amazing realization: There are only about 15 usable hours in a day to engage to clients.

Sure you can stretch that a bit (who here hasn’t?) but that isn’t sustainable. Nor is it fun.

So, how do you keep your business expanding (short of cloning yourself)?

The answer: Info-products.

Information products such as digital courses, eBooks and downloadable PDFs that pull you out of the trading-hours-for-money rut into the sell-while-you-sleep model.

What are the benefits of offering info-products (besides getting a full night’s sleep)? Here are just a few.

Offering info-products will give you the opportunity to:

– Showcase your expertise
– Reach a group audience through a single consolidated effort
– Expand your sales funnel and allow customers to get to know you at lower price-points
– Help position your one-on-one coaching as a premium offering

Sold?

Here’s the best part: If you’re in business, you already know what to teach.

Yes, you! You’re sitting on a wealth of experience, and I suspect you already know it. Your entire business up to this point has prepared you to start creating info-products that will sell like hot-cakes. You just need to get that information out of your head.

Here’s how to get started creating the basic bones of your eCourse:

5 questions to generate great course ideas:

1. What are the top 3 problems you’re always helping clients solve?

You don’t have to dig very deep to come up with this one. Chances are, it will be easy to identify a few communal stumbling blocks that you’re quick to recognize. They may not be the BIGGEST hurdles your clients may face, but solving them brings relief and forward momentum (and happy, grateful clients).

After you jot them down, go back and reflect on each one. Sketch out the circumstances surrounding the last 2-3 times you saw this problem (you’re generating good case study fodder!) and how your client felt about it before she came to work with you (that’s grist for sales copy!). Now: how did you solve it? Which steps are replicable and repeatable? Make that the basis for your course.

2. What are the top rookie errors you see over and over?

Now that you’ve identified some key hurdles, let’s focus on a client’s approach to her problem set: what’s missing that your coaching or service provides? Sometimes it’s a skill imbalance, or a knowledge gap, or a perspective that needs shifting. Sometimes it’s all three. What do you supply to your clients that allows them to solve their own problems when they next encounter them? Offering to teach that will have your clients lining up for your course.

3. What 3 things do you wish you had learned when you were starting out?

This is your personal take on the questions above, and can yield a slightly different – and very useful – perspective. Sometimes your potential customers don’t know what they don’t know! Since you’ve already been there, you do – and that makes your expertise invaluable.

4. What makes your best clients so great? What qualities, habits, mindsets, beliefs do they share?

What makes people so good at what they do? What can be isolated, replicated – and taught? I call these clients Crackerjacks – and running forensics on what makes them so great yields amazing dividends for your coaching practice AND your course-design. Plus, their stories and accomplishments make excellent case studies, which are perfect for organizing and presenting your information.

Celebrating their wins, learning from them, showing others what’s possible: it’s the Crackerjack Benefit trifecta!

5. What separates good from great?

This is an advanced move, but I love using it. Understanding what separates the elite from the ok – especially from your perspective as a coach – is just invaluable to those clients who are really looking to step up their game. These qualities can be tricky to isolate and pin down – and not everyone is in a place to absorb the learning – but what a great bonus section or premium option to a standard course (as well as a way to set you apart from others in your field)!

Getting that first info-product out the door is easier than you think, and using these 5 questions will get you on your way to building a sales funnel that supports your one-on-one practice. You may just feel like you’ve added more hours in your day!

For more help getting started, including how to make powerful progress at your own pace, check out these course-building resources.

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