Hop on a call with me and you’ll likely hear some version of, “Stop giving away so much for free!” Sometimes it feels as though that’s my battle cry, something I scream from the rooftops because it just isn’t necessary to spend copious hours creating content to give away.

That said, there is a time and place to provide value (see: this blog) without a price tag attached. Not only does this strategy build goodwill and trust with your audience, but it also has other strategic advantages as well.

In this article, we will explore the benefits of offering free coaching sessions that sell and provide valuable tips on how to leverage them to propel your coaching business forward.

1. Coach via an Email Mini-Course

Offer a six-day mini-course to guide your client towards solving her “Big Question”—and add rich value by including an invitation to ask one question and receive a personalized response at least twice within the course.

2. Coach via Video

Create an online video, talking to the camera as if it was your client, showing them how to do something, or revealing a big secret.

(Make these videos do double-duty: Such as providing them as part of your membership site resource section, for example.)

3. Break it Down into a Series

Don’t just create one free session that sells; break it into a series of up to six videos, as coach Marie Forleo does with her free B-School training, and get your potential ideal clients into the habit of interacting with you/looking to you for leadership and learning.

4. Create a Pre-Recorded Webinar or Workshop

Host webinars or workshops on topics relevant to your coaching niche. Offer attendees an opportunity to engage in interactive coaching exercises and experience your coaching methodology firsthand. These events create a sense of community, provide valuable content, and establish your expertise, making attendees more likely to consider your paid coaching services.

5. Provide Content Upgrades

Create valuable resources such as e-books, worksheets, or audio guides that address common challenges faced by your target audience. Offer these resources as content upgrades on your website or social media platforms, and include an invitation for a free coaching session to dive deeper into the content. This strategy helps build your email list while attracting potential clients interested in your coaching services.

6. Create a Contest for Live Coaching Sessions

Design short coaching challenges on social media platforms that allow participants to experience the benefits of your coaching firsthand. Provide daily prompts, coaching exercises, and opportunities for reflection and growth. By actively participating in these challenges, individuals can get a glimpse of the value you bring and may be motivated to continue their coaching journey with you. By offering these free sessions that sell, you’ll leave prospective clients eager to speak with you rather than reluctant to hop on a sales call.

7. Delegate or Sub-Contract Live Coaching Sessions

Already an established coach with people working for you or on contract? Stop yourself from being too thinly spread by certifying your own coaches and letting people know they will get one of your certified coaches for their live sessions.

Similarly, you can collaborate with other professionals in complementary fields such as wellness, therapy, or personal development.

Offer joint workshops, webinars, or events where you can showcase your coaching expertise. This cross-promotion exposes you to a new audience and provides an opportunity to attract potential clients who resonate with your coaching approach.

8. Use Free Coaching Sessions as a Filter

Investing in a short, free session is a great way to filter out clients who won’t work well with you for whatever reason… and attach the clients who will thrive with your coaching.

And for those who are still worried about offending people by turning them down: There are graceful ways to turn down unsuitable clients and have them thank you with real gratitude for doing so.

For example:

· Gently point them towards your self-study course or workbook, and tell them why this will not only save them money but be a better choice for them

· Refer them to a coaching list you’ve prepared as a resource, where they can find someone who will work better for their particular goals, problems or level

· Give them a qualifying task to perform that will either turn them into your ideal candidate—or make them go away

· Ensuring your coaching fees are high enough to discourage those who are not serious or focused enough; or at the correct level for your personal services

9. Offer Free Sessions That Sell as a Consultation

You are offering something of value to your prospective paying client, but it’s important to keep in mind that this free session really IS a consultation: You are both determining whether or not working with you is going to move your recipient forward. So don’t let them lead you into topics that will take you off tangent or make them feel they were left up in the air.

And do look for clues or red flags that instantly alert you to who is ready and will fit—and who won’t!

10. Let Them Know Exactly How It Works

If you are providing free coaching sessions with the object of landing your recipient as a coaching client, save him embarrassment at the end of the free session (and yourself from wasting time on it) by letting him know what to expect, when it comes to the way you work—and your fee range—as well as what you are looking for.

It is better to let people know right away what fee range to expect than go through the pain and embarrassment of having them try to haggle down your prices—or disappoint them.

11. Use Disqualifying Statements

You may come across potential clients who can afford to pay, but who will drain the life out of you or who are just not ready for coaching, or who will just plain waste your time and energy—and these are the ones who will badmouth you, because ten-to-one, they also are not very good at taking responsibility for their actions (or inaction.)

Business coach Marcia Hoeck, does this in a straightforward, no-nonsense manner on her complimentary Instant Insight Private Coaching Session landing page. After listing criteria for clients who will get the most out of her coaching, she continues as follows with a second list:

12. Decide the Balance You Want to Create

There is a delicate balance that must be created with free coaching sessions— even free sessions that sell — and there is no “one-size-fits-all” formula. The ideal, however, is to make sure your potential paying client feels she got incredible value—but wants more.

You want her to feel that you are the only logical person to help her. She should come out of the session feeling that she connected with you on a personal level—but you also want to ensure that you observe professional boundaries. For example, if she wants more of your coaching because you ran forty minutes over, she will want your coaching because she can get free extra time for you. That is not a good reason to gain a client! (She’ll wear you out every session until you hate connecting with her.)

Here’s how to create a healthy balance, no matter what outcome you want:

· Be yourself

· Be honest

· Stick to your session’s single goal and mission

· Don’t run over. Bring the session cheerfully but firmly to a close, no matter what

· Make sure there is something left to explore

Yes, you promised to teach her how to identify the top ten time-wasters in her day, for example—but when you’re finished doing that, while she’s delighted that you did, let her know there is more she can accomplish (e.g. via your “Business Brand Accelerator” Mastermind Retreat).

13. Use Local Workshops to Generate Free Coaching Ideas

Providing you have targeted your ideal online client for offline workshops, you can often reap huge insights and ideas for the perfect free session (and paid product) from the actual conversations, questions, stories, and feedback at your local workshop event. So never consider these a waste of time (plus you’re doing something nice for your own community!)

14. Uplift Your Client

No matter what happens in your free coaching session, end it on a high note. Ask your free session recipient questions like: “What will you take away from today’s session? What action are you planning to take, based on our discussion?”

(Phrase your question so that it makes them feel good about the progress made or the trick learned. They will leave your session feeling satisfied—but also feeling like they are ready to go the next mile.

15. Make Them Invest

We’re not talking about aggressively selling your offer at the end of your free coaching session: We’re talking about weeding out too many freebie-seekers by asking them to invest something in order to get your free session. This is a sound strategy.

Investments can include:

· A pre-session questionnaire that MUST be filled out and returned by a certain date

· A contest-entry short essay on why they need the session—and what they think they will get from it

· A checklist or worksheet to perform (not necessarily to be returned)

And finally, before you invest too heavily in the “free session” idea, check it out against your client base and your instincts. Would it be better if you actually charged for the session? Even as little as $1.00?

It doesn’t matter what they invest—just as long as your landing page or email asks them to invest something that will make a connection and give your free session value.

16. Make the Most of Your Time and Resources

Having trouble coming up with a higher-ticket offer to present at the end of your free session that sells?

Create a membership program that serves as a low-cost entry point for people to join. It can be more transformational than many 1:1 programs and also allow you to quickly scale your business.

There is nothing wrong or lazy about doing this, if:

a) You create a specific theme relevant to your free session focus and your clientele

b) You have already done the work and you are proud of what it can help clients achieve

The key to making this package of services, resources or products a smash success lies in making sure you don’t include one single, extra item that is even slightly irrelevant. Resist the temptation to throw in your Handy-Dandy Favorite TV Show Excel spreadsheet if it is not relevant to your client’s single focus and goal.

You are a coach. That means you are also a leader. These suggestions have all been tested and tried successfully—but that doesn’t mean every single strategy is written in stone.

Choose the strategies that work best for your purposes—and your prospect’s needs.

Or better yet, since you are leading the way, invent your own unique twist on creating and delivering free coaching sessions.

Want help growing and scaling your business?

Schedule a free chat with Membership Fix to see how we help hundreds of coaches like you build mission-driven, profit-earning businesses.

Create Free Coaching Sessions That Win New Clients