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Create a Coaching Sales funnel

Coaches, let’s be real; you’re in the business of helping people.

But, at the end of the day, you need to make some money too. And that’s where setting up a sales funnel comes in. Don’t let the name intimidate you. A sales funnel is just a way to turn potential clients into paying customers.

Think of it like a giant strainer – you pour in a bunch of leads, and at the end, you’re left with a handful of people who are willing to pay for your coaching services.

The ABCs of Coaching Sales Funnels

First things first, let’s define what we’re talking about here. A sales funnel is a series of steps that potential customers go through to become paying clients.

The steps can include things like signing up for a newsletter, downloading a free resource, booking a consultation, and ultimately purchasing a coaching package.

The key is to make sure that each step of the process is designed to move people closer to becoming paying clients.

Why Coaches Need Sales Funnels

You might be thinking, “I’m a coach, not a salesperson!” And that’s exactly why you need a sales funnel. Because at the end of the day, your business won’t survive if you can’t bring in revenue.

A sales funnel is a way to make sure that you’re not leaving money on the table. It’s a way to automate your lead generation and customer acquisition processes, so that you can focus on what you do best – coaching.

So, let’s dive in and figure out how to turn those coaching clients into cold hard cash!

Table of Contents

  1. Understanding your Ideal Client Profile (ICP)
  2. Lead Magnet Creation
  3. Landing Pages and Opt-In Forms
  4. Email Marketing
  5. Sales Page Creation
  6. Sales Funnel Automation
  7. Conclusion

Understanding Your Ideal Client Profile (ICP)

Who’s Your Dream Client? How to Create an Ideal Client Profile

If you’re going to build a sales funnel, you need to know who you’re targeting. That’s where the Ideal Client Profile (ICP) comes in. Your ICP is a detailed description of your dream client. It’s not just about demographics, like age and gender.

It’s about understanding their pain points, desires, and values. And, if you’re lucky, their favorite ice cream flavor.

The Anatomy of an ICP

To create your ICP, you’ll need to start by defining your niche. Who do you want to coach? What kind of problems do they have that you can solve? Once you’ve got a clear idea of who you’re targeting, it’s time to start building out your ICP.

Here are some key elements to include:


Age, gender, location, education level, job title, etc. Basically, any basic information that can help you understand who your dream client is.

Pain Points

What keeps your dream client up at night? What problems do they need your coaching to solve? Understanding their pain points is key to creating targeted content that resonates with them.


What does your dream client want? What are their goals and aspirations? Knowing their desires can help you position your coaching services in a way that appeals to them.


What does your dream client value? What motivates them? Understanding their values can help you build a connection with them and position yourself as a coach who shares their worldview.

The Scoop on Targeted Content

Once you’ve got your ICP nailed down, it’s time to start creating content that speaks directly to them. This means blog posts, social media updates, email newsletters, and anything else that your dream client might be interested in.

The key is to create content that addresses their pain points and desires, and positions you as the coach who can help them achieve their goals.

So, grab a notebook and start jotting down your ICP. Who knows, you might even discover that your dream client shares your love of mint chocolate chip ice cream.

Lead Magnet Creation for Coaches

The Magnet that Attracts Leads: Creating a Lead Magnet for Your Sales Funnel

Now that you’ve got your ICP locked in, it’s time to create a lead magnet. What’s a lead magnet, you ask? It’s just a fancy marketing term for a free resource that you offer in exchange for someone’s contact information.

The idea is to give potential clients a taste of what you have to offer, and to entice them to take the next step in your sales funnel.

Types of Lead Magnets

There are a ton of different lead magnet options out there, but here are a few tried and true favorites:


Write an e-book that addresses a specific problem that your dream client might have. Make sure it’s packed with valuable information, and position yourself as the expert who can help them solve their problem.

Cheat Sheets

Create a cheat sheet that condenses a complex topic into an easy-to-digest format. Make sure it’s visually appealing, and provides a quick win for your dream client.


Host a free webinar that provides value and positions you as the expert in your field. Make sure it’s interactive and engaging, and ends with a clear call to action.

Creating Your Lead Magnet

When creating your lead magnet, remember to keep your ICP in mind. What kind of resource would be most valuable to them? What kind of format would they be most likely to engage with?

Once you’ve got your lead magnet created, make sure to promote it everywhere – on your website, social media channels, and anywhere else your dream client might be hanging out online.

So, go ahead and create that killer lead magnet. Who knows, you might just attract a whole new group of coaching clients – and maybe even a few new friends along the way.

Landing Pages and Opt-In Forms for Coaching

The Art of Conversion: Creating Landing Pages and Opt-In Forms for Your Sales Funnel

Now that you’ve got your lead magnet created, it’s time to create a landing page and opt-in form to capture those leads. Don’t know what a landing page is? No worries, we’ve got you covered.

The Lowdown on Landing Pages

A landing page is a standalone webpage that’s designed to convert visitors into leads. It’s where you send people when they click on your lead magnet offer.

Here are a few key elements of a high-converting landing page:


Make sure your headline is attention-grabbing and clearly communicates the value of your lead magnet.


List out the benefits of your lead magnet, and make sure they’re specific and tangible.

Social Proof

Include testimonials or social proof to build trust with your potential clients.

Call to Action

Make it crystal clear what you want your potential clients to do next – whether it’s to download your lead magnet, sign up for a consultation, or something else.

Opt-In Forms 101

An opt-in form is simply a form that allows people to opt in to your email list. It’s what collects their name and email address, and adds them to your sales funnel. Here are a few key elements to keep in mind when creating your opt-in form:


Keep your opt-in form simple and straightforward. Ask for the minimum amount of information that you need.


Make sure your opt-in form is visually appealing and matches the look and feel of your landing page.

Value Proposition

Communicate the value of your lead magnet in the opt-in form itself.

Bringing it all Together

When it comes to creating landing pages and opt-in forms, simplicity and clarity are key. Make sure everything is easy to understand and navigate, and that there are clear calls to action throughout the process. And don’t forget to test and tweak your landing pages and opt-in forms to see what works best for your dream clients.

Email Marketing for Coaches

Hello, It’s Me: The Importance of Email Marketing in Your Sales Funnel

Email marketing is a critical component of any sales funnel. It allows you to nurture your leads and build a relationship with them over time. Plus, it’s a great way to stay top of mind and showcase your expertise. But how do you create an email sequence that keeps your dream clients engaged?

Crafting Your Email Sequence

First things first, make sure you’re using an email marketing service like Mailchimp, ConvertKit, or Constant Contact. These services make it easy to create and send professional-looking emails, and allow you to track your results. Once you’ve got that set up, here are a few tips for creating an effective email sequence:

Welcome Email

Send a welcome email as soon as someone opts in to your email list. Thank them for signing up, and remind them of the value they’ll be receiving from you.

Nurture Sequence

Create a sequence of emails that provides value and builds a relationship with your potential clients. Make sure your emails are focused on your dream client’s pain points, and offer solutions to their problems.

Sales Pitch

After you’ve built a relationship with your potential clients, it’s time to make your sales pitch. Make sure to clearly communicate the value of your coaching services, and include a clear call to action.

Tips for Writing Effective Emails

Now that you know what to include in your email sequence, here are a few tips for making sure your emails are effective:

Subject Line

Your subject line is the first thing people will see in their inbox, so make sure it’s attention-grabbing and communicates the value of your email.


Address your potential clients by name, and make sure your emails feel personal and authentic.

Value Proposition

Make sure the value of your coaching services is clear throughout your email sequence.

Wrapping it Up

When it comes to email marketing, the key is to provide value and build a relationship with your potential clients. By creating an email sequence that focuses on their pain points and provides solutions to their problems, you’ll be well on your way to booking more coaching clients.

Email marketing guide | Torie Mathis

Sales Page Creation for Coaches

Sell, Sell, Sell: Creating a High-Converting Sales Page

A sales page is a dedicated web page designed to sell your coaching program. It’s the last step in your sales funnel, and it’s where you’ll make your final pitch to potential clients. But how do you create a sales page that converts?

Crafting Your Sales Page

Your sales page should be focused on your ideal client profile, and should clearly communicate the value of your coaching program. Here are a few tips for creating a high-converting sales page:


Your headline should be attention-grabbing and clearly communicate the benefit of your coaching program.

Pain Points

Address your potential client’s pain points and show how your coaching program can provide solutions to their problems.


Include testimonials from previous clients to show social proof and build trust.

Call to Action

Include a clear call to action that encourages potential clients to take action and sign up for your coaching program.

Tips for Writing Effective Sales Copy

Now that you know what to include in your sales page, here are a few tips for making sure your sales copy is effective:

Be Clear and Concise

Make sure your sales copy is easy to read and understand. Avoid using jargon or complex language.

Focus on Benefits

Highlight the benefits of your coaching program, not just the features.

Use Emotion

Use emotional language to connect with your potential clients and make them feel the impact of your coaching program.

Wrapping it Up

Creating a high-converting sales page takes time and effort, but it’s well worth it. By focusing on your potential clients’ pain points and clearly communicating the value of your coaching program, you’ll be more likely to convert leads into paying clients.

Sales Process Guide | Torie Mathis

Sales Funnel Automation

Set It and Forget It: The Importance of Sales Funnel Automation

Automation is a game-changer for any coach looking to streamline their sales funnel. By automating your sales funnel, you can save time, increase efficiency, and ultimately, increase your revenue.

Why Automate?

Automating your sales funnel can help you:

Save Time

By automating tasks such as lead nurturing and email follow-up, you can focus on other aspects of your coaching business.

Increase Efficiency

Automation can help you move leads through your sales funnel more quickly, resulting in more sales and less wasted time.

Maximize Revenue

By automating your sales funnel, you can increase the number of leads you’re able to convert into paying clients, ultimately boosting your revenue.

Setting Up Automation

Setting up automation for your sales funnel can seem daunting, but it doesn’t have to be. Here are a few steps to get started:

Map Out Your Sales Funnel

Before you can automate your sales funnel, you need to know what your sales funnel looks like. Map out each step of your sales funnel and identify where you can automate.

Choose Your Tools

There are many tools available for automating your sales funnel, including email marketing platforms, landing page builders, and CRM systems. Choose the tools that work best for your business.

Set Up Your Automation

Once you’ve chosen your tools, it’s time to set up your automation. This may involve setting up email sequences, creating automated workflows, or integrating your tools.

Tools for Automation

Here are a few popular tools for automating your sales funnel:


ActiveCampaign is an email marketing and CRM platform that allows you to create automated workflows and email sequences.


ClickFunnels is a landing page and sales funnel builder that includes automation features.


Zapier is a tool that allows you to automate workflows between different apps and platforms, making it easy to connect your sales funnel tools.

Wrapping it Up

Automation can be a game-changer for any coach looking to streamline their sales funnel and boost their revenue. By mapping out your sales funnel, choosing the right tools, and setting up your automation, you can save time, increase efficiency, and ultimately, grow your coaching business.


Your Foolproof Guide to Setting Up a Sales Funnel

Congratulations, you made it through our guide to setting up a sales funnel for coaches! Let’s quickly recap the steps:

  1. Understand your ideal client profile
  2. Create a lead magnet
  3. Build a landing page and opt-in form
  4. Develop an email marketing campaign
  5. Create a sales page
  6. Automate your sales funnel

By following these steps, you’ll be well on your way to attracting and booking more clients for your coaching business.

Continual Optimization is Key

It’s important to remember that your sales funnel is not a set-it-and-forget-it system. Continually optimizing your sales funnel is key to ensuring it remains effective and efficient.

Take the time to track your metrics, analyze your results, and make adjustments as needed. By doing so, you’ll be able to improve your conversion rates and ultimately, grow your coaching business.

Join the Smart Arsenal

If you’re ready to take your coaching business to the next level, consider joining the Smart Arsenal – a community of savvy coaches who are committed to mastering their sales funnels and growing their businesses.

As a member, you’ll gain access to exclusive training, resources, and support from fellow coaches. So what are you waiting for? Join the Smart Arsenal today and start building the sales funnel of your dreams!


About Digital Marketing Expert Torie Mathis

Torie Mathis helps entrepreneurs, like you, use digital marketing to grow your business without wasting time, money, or your sanity.  She is a best-selling author, Army veteran, speaker + trainer, and your digital marketing coach. You don't need crazy tech skills, buckets of cash, or dedicated staff to market your business. In fact, you don't even need a lot of time. What you need is to be SMART.

Torie hosts SMART AF, a show for non-techy entrepreneurs looking to grow their business, with her husband Sean and is the creator of SMART AF Magazine. Learn from Torie at the Smart Arsenal and on her channel.

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hi im torie
I help entrepreneurs  learn digital marketing.
And I make it easy! 

You don’t need crazy tech skills, buckets of cash, or dedicated staff to market your business. You don’t even need a lot of time.

What you need is to be SMART.

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Torie Mathis HeadshotI help entrepreneurs (like you) use digital marketing to get more clients + make more money. And I make it easy!

You don’t need crazy tech skills, buckets of cash, or dedicated staff to market your business. You don’t even need a lot of time.

What you need is to be SMART.

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