• Promote Program

Last week a brand new health coach posted a question in my Customer Support Facebook Group that I absolutely loved because it’s a question I often get asked by health coaches.

Here’s what Maggie had to say…

I am new to coaching and am almost ready to start taking on clients. I did my first workshop yesterday and I realized something as I got to the end that kind of threw me off my game.

I plan to offer a 90-day 1:1 coaching program, which is what I focused on in the presentation. BUT the main call to action is actually to book a free Breakthrough Session with me before they can even sign up.

Since I’m new, all of the people attending my workshops don’t know me and $900 is a big ask out of the gate.

So, in my next workshop would it make more sense to focus on the benefits of a Breakthrough Session rather than sell the program itself?

Such a great question, right?

It’s so good in fact, we decided to dedicate an entire podcast episode to break it down for you.


There isn’t a right or wrong answer to this question but there is a formula that we believe will help you make a decision the next time you host a workshop or run an online challenge.

In Maggie’s case she’s a new coach and as she pointed out the people attending her workshops don’t really know her yet. We call this a cold audience and while the workshop will go a long way to warming up her audience they probably won’t be ready to invest in a high-level program after just one event. They’ll need more nurturing.

If your audience consists mostly of a cold audience that is meeting you for the very first time then you should probably offer the discovery call as the call to action. If discovery calls are the way you want to go be sure to listen to our previous podcast episode called: How to Lead a 1 on 1 Discovery Call that Results in the Client Saying Yes.

We have a very specific formula that works exceptionally well that we walk you through in this episode. We promise you’ll feel ready to lead a discovery call with confidence after listening to this episode.

If your audience consists mostly of a warmer audience that has been on your list for a while then it probably makes more sense to directly promote your coaching program right from the workshop or challenge. When the audience is familiar with you and have consumed a fair amount of your content, chances are they won’t need the interim step of a discovery call.

Another thing to take into consideration, (and that we highly recommend), is following up with a sales email sequence that promotes your program for the following 5-7 days. Feel free to offer a link to your calendar to book a discovery call in those emails. I’ve found that 95% of the time they just want to get on a call with you to hear your voice as confirmation that your program is the right move for them. They are already pretty sure they want to join your program but just need that added layer of support to pull the trigger.

The last thing to consider is your program price point and whether you offer a money-back guarantee.

If it’s less than $500 chances are a discovery call will not be necessary. As long as your sales page is clear and your marketing message includes the benefits of working with you, the potential client will be able to make the financial commitment without needing a chat with you.

On the other hand, if it’s more than $500 it’s probably a good idea to make the call option available. As the price goes up so will the need for people to book a call with you.

When you offer a money-back guarantee it often minimizes the need to offer a discovery call because it gives your client an out if the program isn’t a good fit for them. When offering a guarantee you can feel confident in leading your followers directly to your program rather than having the interim step of a discovery call.


In episode 254 of The Wellness Business Podcast we’re addressing whether to promote a program or invite your potential clients to a discovery call by sharing our 5-step formula for which option makes the most sense for your wellness business.

You’ll discover:

  • 5 simple questions to ask yourself to determine if it’s better to promote your program or a discovery call for more sales
  • The price cutoff that shouldn’t require a discovery call option to enroll new clients into your paid program
  • The difference between promoting to a cold audience vs. a warm audience and what is required to get each audience to feel comfortable in joining your coaching program

If you’ve wondered what you should promote at the end of your workshop, this episode is for you!

Links/Resources mentioned on the show:

Episode 24 – How to Lead a 1 on 1 Discovery Call that Results in the Client Saying Yes

Wellness Workshop Sample

Links to resources:

Karen’s Facebook Group

Karen’s Instagram

Kathleen’s Facebook Group

Kathleen’s Instagram

The Wellness Business Podcast Facebook Page