This special three-day podcast series is tailored for coaches eager to enhance their businesses by building scalable offers and implementing effective systems.

Throughout the series, listeners will gain insights from Jo Lott's journey, focusing on actionable steps to achieve greater income freedom and a stronger influence in their field.

On Day 1 of the series, Jo shares her proven strategies for consistently selling out her evergreen group coaching program every month, all without relying on traditional launch tactics or sales calls.

By fostering deep relationships and trust, coaches can create a sustainable business without relying on pushy sales tactics or high-pressure deadlines.

Key Timestamps:

• [00:03:00] Overview of Business Scaling and Success
• [00:06:00] Nine Strategies Revealed
• [00:16:00] Importance of Case Studies and Testimonials
• [00:19:00] Patience and Long-Term Approach

If you would like to join Slack group where we discuss challenges and share experiences use the link below.

Useful Links

Register to join the FREE Slack community

Download the Free Digital version of Coaches' Planner (edition 2025)

Signature Solution Step-by-Step Self Study Course

Learn about The Business of Coaching programme

Connect with Jo on LinkedIn

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If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify.

If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: joanna@joannalottcoaching.com

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This is a special three day podcast series designed for coaches who are ready to up their game by building scalable offers, building out their systems, perhaps delegating to a team and maintaining a really high client experience to build and maintain your retention rate.

Over the next few days I will share my own journey of doing these things as well as actionable steps to help you make your coaching business more sustainable and impactful.

Do follow along for the next three days.

Join the conversation in our Free Slack community over this next week where we will explore each topic further and you can ask for my support and support of other coaches.

I hope you love this three day Next Level series.

If you are looking for our regular episodes, you will find it as usual on Thursday.

Welcome to this special Next Level series.

I am so, so excited about this.

Before we go fully into today's episode, I want to let you know about an exclusive space I have created just for you.

For this week we will have a Free Slack community, especially for this three day Next Level podcast series.

It is where you can connect with other ambitious coaches, share insights, ask questions and continue the conversation about the specific episodes I will share this week.

You'll find specific channels for each day of the series where we will dive deeper into each topic.

So our first topic of this three day series is building scalable offers.

Our second is Effective systems and Delegation.

Our third is maintaining a personalized client experience even when scaling so you can create a great retention rate.

Head into the show notes and you will find a link to sign up to the Slack group.

I cannot wait to see you there.

I'm excited to share today's episode with you because it's not something I talk about often.

So today I will discuss my own business and how I have built it to consistently gain clients into my one program every single month for over three years.

And I don't share things like this very often because generally my clients aren't always at this same stage and therefore I don't like to shout about my income and different things that might be irrelevant to where they are now.

But as I am launching a Next Level Mastermind in January and I so far have some wonderful people signed up who are both selling to organizations and selling to individuals.

All of the topics I will cover over the next three days will have huge relevance to you if you already have an established business, so you already have a solid foundation, you have offers that sell, you have a healthy revenue and you're now looking for greater income freedom, a stronger influence in your field, essentially your Next level and Usually my particular clients are wanting tangible results but also sustainable success.

So you will see a lot of people with a lot of hype in the industry.

And I love the fact that I have made a lot of money and done a lot of really great work.

School hours only and term time only.

And I think again, that's something I share very little about because maybe it sounds boastful, but that's why this is a perfect opportunity to really share my learnings with you in case you can gain from these insights to move to your next level in your business.

So today I am sharing something that I don't give myself enough credit for, which is essentially selling an evergreen program for over three years now and consistently selling out that program every single month for all of that time, including months like August when I don't work at all.

This August just gone.

I gained 11 clients.

So that was a 33k month.

Given that I was on holiday the entire period, that is pretty amazing.

Another thing I don't share often is that I do this from a sales page.

And anybody who's been in the industry for a while will know that sales pages have a notoriously low conversion rate.

Usually something like 1 to 3% of people that visit a sales page will eventually buy from that sales page because you obviously can't get to connect with the person and that sort of thing.

So that's why a discovery call is always a better option.

And that's generally what I teach.

But for me personally, because I work school hours only, I just didn't have the time in my diary for loads and loads of calls anymore.

So I made that switch.

It was a really nerve wracking thing to do.

I thought no one was ever going to buy from me again and it has worked out so, so well.

Another thing I've achieved, which again is very unique in this industry, is making all of these sales without any pushy tactics, hard deadlines, people can join anytime they want.

Which if you listen to top salespeople will say that's never going to sell.

No one's ever going to do that.

And I think what I have learned is yes, I do think there's ways of bringing in dates and we'll talk about that in this episode.

But people also have their own emotional drivers.

If you are in it for the long game like I am, then it doesn't matter about forcing someone to make a decision to suit you, their needs and their right timing is of utmost importance.

So here are nine strategies that I have used to fill my evergreen group program the business of coaching every month for three plus years without launching, without hype, and without sales calls.

The first is deep and consistent marketing.

So many of my clients who have launched group programs really want to launch an evergreen group program, and I don't blame them because launching is exhausting and it's kind of all or nothing.

You either succeed or you don't succeed.

The best thing about an evergreen is it doesn't matter if people don't sign up next month because they can join the following month.

Whereas a standard group program, it's starting on the 14th of January, for example, and if you don't join by the 14th of January, tough luck, you've missed the program until the next time that person launches, which is often six months or so later.

But what many people fail to take into account is how consistent are you in your marketing.

So maybe they show up big for the launch and then you don't really see so much of them after that.

If you want consistent evergreen sales into your program, you need to market consistently as well.

And actually it's easier to do something every day than it is to do something every now and then, so it's not as painful as it sounds.

The best thing I did with my program is incorporate both shallow marketing, I showing up on LinkedIn and social media with much deeper marketing like this podcast for people to really be able to get to know me.

I run workshops a few times a year, again to give people another chance to spend time with me.

I've also started running in person events for the last two years, so it's just that extra invitation for people to get to know me a little bit further on that deeper level.

The key to all of my marketing is not immediate conversion, but building a good solid relationship and credibility in this industry.

Some people who listen or see my work will want to buy right away and others will take time to get to know me.

Both are absolutely fine with me because it's warming up my pipeline as such.

So rather than me think oh my God, you know this person needs to buy this month.

I can chill out and know that they will come back in a future month when the time is right for them.

Having that deep trust helps me never need to sell my program.

I attract people into my world rather than sell to them and I will share more about this in my other points.

Okay, my next point is my strategic lead magnet approach.

My lead magnet is designed to invite the people that I want to attract closer into my world so they choose to opt into my email list and hear about what I share.

I also think carefully about the type of lead magnet that will attract people who want to take action.

You will find the link in the show notes and that attracts people who are interested in planning for their business.

Once you have a plan you might want support and accountability and momentum and knowledge to help you implement that plan.

Third up is a powerful welcome sequence.

So I worked with Sophie Griffiths when I was using Facebook ads for a really short period of time.

Sorry Sophie.

But I did turn them off and haven't been using ads to grow my list at all.

I am more of a LinkedIn person and perhaps I will go back to it.

But anyway I worked with Sophie to ensure that my email sequence was directing people to who I am more so so trying to get people to listen to the podcast, maybe directing people to my top LinkedIn post where I share my beliefs, ways of sharing my personality, showcasing client results, demonstrating my unique point of view and providing those extra opportunities to go deeper with conversation starters.

I had a welcome sequence in place for a really long time but it was really great to spend the time making that better in my Mastermind.

I am so excited to have hired a sales expert who is going to review everybody's sales funnel.

So that includes their social media, their website, signing up to their mailing list, seeing what their offer suite is and giving a really in depth rapport and plan as to what we need to improve while we work in the Mastermind together.

So I'm so excited to be able to provide that as a bonus for action takers who join the Mastermind by Sunday 15th December because I paid her to do it for my business and it was so so valuable.

I got loads of insights for example on things I needed to improve in my podcast which I was able to implement right away as well as lots of other things in the sales funnel process because it's really hard for you to look yourself from that external customer facing perspective.

Okay, next up, Personalized Loom videos has transformed my business because like I said, I don't always do sales calls.

So what I do if people email me asking questions about the program is rather than just send them an email, I will send them an email but I'll also send them a video talking through maybe I hit share screen share my portal share our Slack group really help people to get an idea of what it feels like to work with me.

It's also given people an opportunity to see how much care and personalized support and effort I make into every single individual.

It's a bit of a wow factor compared to most people who don't do that type of thing and will perhaps just have their assistant hit reply with the sales link.

Okay, the next thing I have done is have an upfront sales page including pricing.

I'm not saying that there are not better ways of doing things than a sales page because like I mentioned earlier, they do often have a low conversion rate.

But for me it has really really worked because I had too many calls in my diary and that's not saying I won't have sales calls anymore.

If someone wants to speak then that's absolutely fine, but I want to ensure that they know what I offer so I don't have to convince them on the sales call.

I don't want to have to go step by step into everything that the program covers.

This is how much it is.

I don't want to have to do all that when they can do that in their own time on that call.

I would much rather it be about them, about whether we're a good fit than boring talk about the calls are on this date.

So this time if you can't make that time, then basically you're wasting both of our time on this discovery call.

So in other words, check out the time before you book a call because if you can't make Tuesdays at 1 till 2:30 and you want to join the course live, this is for my business of coaching program for example, then there's kind of no point in us having a conversation.

So I much prefer to lay everything on the line, be completely transparent.

My motto is honestly not hype.

So again, that's just what I prefer.

I am not interested in getting people on a sales call, talking them into some ridiculously high price and pretending that they are going to die if they don't sign up to my program right away.

Another way I have done this in the past, which I would really recommend is just having a plain word document explaining what you are doing.

I did this for the first year or so of my business and it was worked super, super well.

So don't think you need to go through the rigmarole of creating a sales page because a plain document can work equally as well and really does for my clients.

Something I implemented around six months ago that has literally transformed my business is setting a start date for that month ahead.

Before I didn't have a date on the sales page, so I guess people couldn't really decide in their head when does this program start, when's a good time for me to start it and all of those things.

So now I have a specific date.

So for example it will be usually the first Tuesday of the month.

So five spots available to join starting the 7th of January.

Then as people join, I go into my sales page and edit that.

So people then who are thinking about it can see those spots going down and then they're thinking if I can't join now, then I've got to wait a whole month to join.

So that has really, really helped.

It's also been brilliant from an admin perspective.

So I have that one week where five or so people are starting.

I now have a small group accelerator so they get my extra support for a month when we're getting real clarity on things.

And it enables them to really settle into the community because they meet people who are starting the program at the same time as them as well.

Remember, if you are finding these strategies useful and want to go deeper, come over to the Slack community.

You will find the link to sign up in the show notes and we can discuss these topics further.

You can ask me your specific questions and get personalized advice.

It's a great way to get support and ensure that you implement any of these insights that resonate with you into your own business.

Okay, number seven is case study showcasing real results.

This should have probably been number one because this has been amazing for my business.

It's driven me to offer extremely good customer service.

I give a lot to my clients.

I champion them, I genuinely care about them.

This all comes across in the case studies that I generate from my clients.

I probably have 20 plus video case study testimonials, maybe more.

And then what it's done is enable me to sell from that sales page.

Because people can get an idea of the type of people who I work with.

They can really hear what those people say about their experience and they get to see real people like them who are sharing their experience and seeing if I could help that person, then maybe I can help them too.

Okay, number eight is application on a sales page to gain more information.

So I added an application form to my sales page because there are some people who aren't ready to buy right away.

They maybe have questions.

So I have added a form there that they can complete.

Then usually I will do a loom video talking through their form and then often they buy once they receive my loom video answering their few questions.

So that extra step has really, really helped to gain consistent sales as well.

And my final number nine is workshops.

I love running free workshops, although I say that I'm actually running a paid one next week, which I'm really excited about.

It's a two hour planning event and I wanted it to be really immersive, do breakout rooms, post goodies.

So I didn't want it to be a free webinar workshop style thing because then people are like doing the dishes and not really immersed in the process.

So I'm excited to do that and actually I was really nervous about selling what I've previously offered as a free workshop, but it has worked super well and brought good income into my world.

It also provides that opportunity for people to get to know me more, learn about my processes, how I teach, and get a feel for what it feels like to be in my world.

So workshops is another great thing I have incorporated into my year and everyday working life.

So finally the key for me has been creating multiple touch points for clients to engage with me, to trust the process and know that not everyone's going to be available immediately by providing value, being authentic in my content, and being in it for the long haul.

Like absolutely committed to your program, to your clients, to your marketing, to your business.

Plus also not expecting instant results.

My program started with two people in it, then I think the next time I had six people and then the next month I had one person and then maybe the following month I might have had one person and so it wasn't always consistent a few years ago, whereas now I can pretty much guarantee that my five spots will go every single month.

So it's about that patience as well in not expecting instant results.

This is not to say that you need to base your entire life around one consistent program, although it is a really nice way to get the work life balance that you may want, make good income and become known for something.

But I have clients doing all sorts of different things so I never teach.

Here's how I did it, so you must do the same.

I share my experience and I help my clients to really think about what works for them and what do they enjoy.

I don't offer cookie cutter programs where you have to do certain things because it's really about you finding out what is right for you.

I hope today was helpful.

Look out for tomorrow's Next Level series where I will be talking about hiring a team and how to ensure that that team member makes you money rather than takes your money and how I have handled that transition for the last few years in my business.

If you want to connect with me and other like minded coaches.

Don't forget to join our Free Slack community which is open this week only.

There you will be part of a supportive space where we will continue the conversation and share all of our own insights to help each other to scale and grow our own coaching businesses sustainably.

You will find the link in the show notes to sign up.

I would love to see you there and hear your thoughts.