How to Create a Coaching Package (For Career Coaches)

In this article, you will learn how to create a coaching package (your signature offer) so you can attract dream clients and finally build a life on your own terms. It’s tailored for Career Coaches but is still applicable to all types of coaches and consultants.

Now that I have been career coaching for over 3 years, I have become very good at creating coaching packages that meet my clients’ goals and needs, and as a result, also grow my business.

This has given me incredible opportunities in my life to travel and build a life on my own terms while getting to be myself.

If you’re a new or aspiring Career Coach or Career Consultant*, I wrote this for you so you can create coaching packages that your clients want and would be willing to pay you.

*For simplicity, we will use “Career Coach” to cover Career Coaches, Career Consultants and Career Counselors.

Create a Profitable Coaching Package as a Career Coach

Business, in simple terms, is the exchange of products and/or services (the offer) for money.  Without that exchange, you don’t have a business, let alone a profitable one.

For a Career Coach, the services you provide are your offer. 

While most of you may have chosen this role because you wanted to help people, you probably want to also make some income in order to sustain yourself while doing this very important work.

I do strongly believe that career coaching is one of the most rewarding professions where you can help people and make a decent income. 

How do you do that? 

Start with creating a signature offer – a unique coaching package or program that represents your brand and expertise as a Career Coach.

This guide will demystify the signature offer and how you can create a coaching package as your signature offer.

The Importance of the Signature Offer

The average Career Coach will do resume writing, interview preparation, career assessments and provide advice in terms of career guidance.  Maybe they do all of these things or maybe it’s just one of them. 

However, if everyone is offering the same services, how do you stand out?

This is where the signature offer comes in. 

Your signature offer is a unique process that you’ve created that facilitates a transformation for your clients.

For example, my signature offer is my Career Clarity Program, a deep self-discovery and career exploration journey to help my clients get clear and excitedly transition towards their ideal career direction.

4 Considerations When Creating A Signature Coaching Package

1. Your Ideal Client

As Career Coaches, I get that we want to help as many people as we can. It comes naturally.

However, when you try to create something for everyone, then you’re really speaking to no one.  

As humans, we like personalization.  We feel special when someone creates something especially for us. 

Remember when someone took the time to write you a personalized ‘thank you’ note? 

Well, your clients want to work with someone who has created something that will meet their exact needs – aka the solution to their problems (that have been painstakingly plaguing their life until you came along).

In order to do so, you need to understand what it is that they truly want. 

  • What are their goals? 
  • What are their struggles and desires? 
  • What life transformation are they dreaming of for themselves? 
  • What motivates them? 
  • What do they value?

If you’re not sure who your ideal client is, take a look at your current client base and think about their current situation, their goals and their fears.  What do they desire?  What do they need that you can help them with?

If you have not worked with many clients, ask yourself who you would like to work with.  When you’re just starting out, it’s normal to not know yet. 

Sometimes your ideal client might be a version of yourself a few months or years ago.  What was your situation at the time?  What did you want to achieve and wish you had help with?

From there, notice the similarities of their demographics and psychographics. 

  • Do your ideal clients share a similar age range or occupation? 
  • Perhaps they make a certain income level that dictates their spending. 
  • Maybe they have particular beliefs about themselves or their career.

The more specific you can get with your Ideal Client, the better.

2. The Transformation

Your signature offer needs to facilitate your ideal client’s dream transformation.  The more specific you can get about the transformation, the better.  

Here are some examples of transformations that career clients might want:

  • Find a new job that allows them to use their strengths
  • Transition to a career where they feel excited and satisfied
  • Better work-life balance so they can spend more time with their kids
  • Get promoted to a manager or leadership-level position
  • Earn more money so they can create a secure future for retirement

Depending on your ideal client, there may be multiple transformations that your client desires.  To prevent confusion about your services, focus on the main transformation(s) that they truly want.  

Ask your ideal clients what they want to gain from career coaching and notice the words they use to describe their desired transformation. Keep track of what they say.

To put your signature offer together, you will need to have a good understanding of their current situation and their desired transformation. 

Your process needs to help them to achieve that transformation.

The easiest way is to map out from start to finish how you will help them get there.

For example, if you’re a Career Coach helping people get clear on their direction (like me), your structure might look like this:

  1. Create a vision to understand where the client wants to be in 5 years.
  2. Dive deep into their strengths, skills, values and interests to help them understand their unique value in the world.
  3. Explore potential careers that are a good fit for the client.
  4. Create an action plan to help them determine the best path for them.

That’s a snippet of some of the things I do with clients. If you want to learn more, you can check out my coaching packages here.

One more thing – when creating your signature offer, focus on the benefits that your client will get from working with you. 

They usually care more about the benefits and transformation first, and then how many sessions, format, etc.

3. Your Unique Skills, Strengths & Expertise

When creating your signature offer, you are likely going to be delivering the service as the Career Coach – at least in the beginning. 

Therefore, we need to take into consideration your strengths and expertise.

Using your skills and strengths will help you differentiate yourself from the competition plus work is much more enjoyable when you’re good at it. 

One of my strengths is listening and I really enjoy hearing my clients share their stories so we can pull major themes and use that information to determine their best career paths.

Also, pull from your own experience and expertise.  Before I decided to become a Career Coach, I worked in Human Resources and Recruitment. 

This means I have a strong understanding of what hiring managers in companies were looking for and how the recruitment process worked.  My clients appreciate all the insider advice and I am happy to share my knowledge in this area.

You don’t need to have worked in Recruitment to be a good Career Coach though. 

Think about your life experiences and strengths and capitalize on that knowledge.  Are you really knowledgeable about breaking into the tech industry after 10 years+ working as a non-technical manager?  Have you been promoted multiple times in your 8-year career and have the secrets to your fast-tracked success? 

Whatever it is, your ideal client is going to find your knowledge invaluable to their journey.  

It’s also important to recognize what are not your strengths or areas of expertise.  If you’re not good at writing resumes and you have horrible attention to detail, partner with a resume writer.  

If you’ve never gotten promoted before or you don’t have experience helping others get promoted, don’t put that as the transformation you help people achieve. 

Instead, focus on something you have done before because definitely you’ve accomplished things that people would want help with. 

If you want to help people with something you haven’t done before, go and get experience doing it. 

It’s pretty hard to sell a service when you don’t know how to help your client get results.

People can sense if you are not confident in how you are going to help them.

Also, selling a service and failing to deliver is going to do major harm to your reputation and make it hard to attract future clients.

4. Your Interests and Passions

If you’re going to be offering a service, it’s important to enjoy it.  Your enthusiasm shows when you are passionate about your services and you want that to show when it comes to your signature offer.

The great thing about business is that you get to choose what your offering is and what it includes.

So if you love doing interviews, include that in your signature offer.  If you enjoy working with students and helping them succeed, focus your services on getting them the best results.

That being said, if you don’t enjoy something, you don’t have to include it in your signature offer. 

I don’t enjoy writing resumes but I do think it’s important so I focus on teaching my clients how to write great resumes. 

If my client wants a resume written instead, I will refer them to a resume writer in my network.    

Test Your Signature Offer

At this point, you should have the following aspects of your signature offer:

  • Who your ideal client is and what they desire;
  • The transformation you provide and the process to get there; and
  • A unique offer using your unique skills, strengths, interests and passions.

The next step would be to test it and get some feedback to validate your offer.  This can be a vulnerable process but absolutely necessary if you want to create a service that truly helps people.

You will want to reach out to people who might be ideal clients for you. 

Think about where your potential clients are – whether online or in-person. 

Let them know that you’ve been working on something to help people in their situation and you would like their feedback.

In some cases, if they are a great fit for your offer, you might have a client! 

If they do not become a client, the insights they provide will be helpful as you fine-tune your signature offer and continue to present it to new potential clients.  

Pricing Your Coaching Package

There is varying advice on pricing but this is what I believe is the best way to price your offer as a Career Coach. 

First off, what your pricing should not be:

  • Based on your competition
  • What you think your client can afford
  • What you think your services are worth

Pricing based on those factors can be very subjective and while I do think it’s smart to be aware of potential competition, you don’t need to price like them because your services and background are unique.

The best way to price would be based on the value of the transformation to your ideal client.

This does not mean that your price changes per client. 

Think about what the transformation would mean to your client if they could achieve it.  What would their life be like if they did not have your support?

If you’re new to the business world, it might be intimidating to name your price to a potential client. 

This is normal and it is a skill to be developed, so practice sharing your prices out loud. 

If it’s your first time facilitating a transformation for a client, you can charge a price that you would be more comfortable with in order to build your confidence.  Then work your way up to the price you would like to charge.

I see way too many coaches work for free (and get comfortable there) and eventually quit because they can’t sustain themselves that way.

I don’t want that to be you!

So you can start at a lower cost but work on increasing the price each time. The worst that can happen is someone says no and you move on. It’s not personal.

Final Thoughts

Having a signature offer for your career coaching package helps you stand out from other regular career services.  Because it’s unique and solves your clients’ specific problems, they will want to work with you as it’s been proven to get results. 

Now you can build a career that is meaningful to you while getting paid to help others achieve their goals!

PS. I have a gift for you. Use the Career Audit course (below) to map out your life goals and create a life that you love.

Career Audit Email Course by Amber Chow

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