How to Evaluate the Effectiveness of a Coaching Program
If you are in the coaching business, you are certain of the value your coaching delivers – who isn’t? You know it can transform the lives of your clients and help them achieve their goals. You believe your program works, and you have no doubt about its capabilities. You can beat your chest and say that your coaching is effective!
That’s great, seeing it from your point of view.
However, when a prospect comes to you or is referred by someone, their disposition is different from yours. While you are certain that your coaching program will work for them, most times, they aren’t.
Granted, the coaching industry is a growing one. It has been estimated by the ICF to be at $2.4 billion, with a growth rate of 14% annually. However, that doesn’t change the skepticism of someone who hasn’t benefitted from a coaching program before.
Again, it looks like everyone and their dog has a coaching program going on these days. A lot of people have had bad experiences with some coaching programs as a result. The effectiveness of a coaching program becomes something to critically consider.
To someone, who for the first time, hears that a coaching program can help them reach their goals and achieve their dreams, it sounds like a far-fetched possibility. It feels like Spiderman coming to save them out of a burning building. Even with the statistics out there, they find it difficult to wrap their heads around the benefits they stand to gain from a coaching program. It’s yet to make sense to them.
So, how do you measure the effectiveness of your coaching program? How do you justify its impact?
Before I delve into that, I have to be realistic. The effectiveness of a coaching program cannot be measured at the beginning. All your prospects have is your credibility and goodwill based on the value you have delivered, and results you’ve gotten for other people.
So how do you evaluate and know the effectiveness of your coaching program? How do you know that your program is getting your clients result and that they’re getting good value for their money?
The ROI Approach
Every business or financial coach finds themselves doing this quite often. However, it is not exclusive to them. Every coaching program involves clients paying some amount of money, right? Do you give out you services for free? I wouldn’t do that, and I don’t think you should. There’s no amount that is enough to pay for the value you give out.
Enough said, let’s talk about the ROI approach…
The ROI approach is a case of numbers. Clients want to know how they have benefited from the amount they paid for a coaching program. However, this approach works best when you are dealing with clients who have financial or business issues.
They come to you because they want to achieve a certain level of improvement in their business or income. The expectation is that at the end of the coaching program, their finances have improved.
To achieve this, you need to agree on specifics with your client. Get to know the exact result you are helping the client get. Find out from the client how much they want to be earning at the end of the coaching program or what percentage of their current income they want to achieve. Let the goals be specific – and realistic. Let there be an agreed ROI for the client.
With all of these in place, you can have a fixed number to evaluate the effectiveness of the coaching program. It’s easier to know if the client got results or not. At the end of the coaching program, if the agreed ROI is met, then the coaching program was effective.
Measuring Results for a Fitness and Nutrition Coaching Program
Let’s say a client comes to you and wants to lose some weight.
The same first step is applicable – get a specific number. It is the specific number that the results will be hinged on. It will determine the time and resources that needs to be put in to achieve this goal.
For instance, a client who weighs 200lbs comes to you to help them lose weight. The first thing to agree on is a specific amount of weight the client wants to lose.
Let’s say the client wants to lose 80lbs in 3 months. This will determine the kind of solution you proffer to them and how much they should pay for it. If after 3 months, the client loses 80lbs, then your program was effective, because your client got the results they paid for at the time they wanted it.
What about Health Coaches?
For a health coach, same thing applies.
Let’s look at a situation where a client comes to you to help them stay healthy. They get sick frequently and it affects their work or business. Their effectiveness at work or productivity in business is affected, and this has taken a negative toll on their income. They want to stay healthy so as to be effective and productive.
To help them get measurable results, you need to ascertain how frequently they get sick. This specific detail is important.
If the client gets sick every two months, that’s a specific frequency. This is what determines the kind of solution you get for them. For this kind of client, staying healthy for up to six months before falling ill again might be a goal to achieve.
If you help the client develop some healthy practices that helps them prolong healthy from two months to six months or even more, then your services are worth their weight in gold.
Effectiveness is about results and nothing else. Your program should deliver what it says it would deliver at the agreed time.
Do you think your program is effective?
Stop again and reflect on the things I have told you so far.
Remember, specifics are important. This helps the results to be measurable.
If you are a business or financial coach, what amount of money can you help your client earn in their business at a stipulated time?
If you are a fitness and nutrition coach, how long will it take your client to achieve a particular fitness goal?
As a health coach, how long can your coaching program keep your client healthy?
Some clients might not be keen to give you feedbacks. The right answer to the questions above will help you evaluate your program.
Evaluating your program helps you know what you need to remove or improve upon in your coaching program. This is what will tell if your clients gets results with your services or not.
To learn how to implement all these in your business, schedule a breakthrough strategy session with someone on our team.
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