7 Suggestions for a Client Enrollment Process that ROCKS! By Emma-Louise (UPDATED)

Coach and Client during Enrolment Process

For our clients, working with a coach involves a commitment of time, money and energy - and for some it also takes a great deal of courage. This means a good client enrolment process should leave your client feeling they've made a wise choice hiring a coach and that YOU were the right choice.

So when your clients sign-up with you, how do you make your clients feel good about their decision? What do they have to show for it when they sign up? What's your client enrolment process?

Well, here's what I do.

7 Suggestions For a Client Enrolment Process that Rocks

1) Make your Client feel Super-Welcome!

Specifically tell your client that you're excited to work with them.

A welcome email is a great way to do this AND I would also recommend that you send a physical "Welcome Pack" or similar in the "'snail mail".

Include a hand-signed welcome letter and make the packet attractive. I also like to include a small gift to surprise and delight them - something relevant to the coaching process is good. Examples of gifts could be post-its, a pen (I often sent a pack of 10 multi-coloured pens), a book, journal, an inspiring fridge magnet. You get the idea.

2) Get Personal!

Personalize your initial client communications - include an inspiring quote, tool or exercise that's relevant to their situation. This shows that you've seen and heard them.

Have a blog? Why not include an article from your archives that's relevant to them and their situation?

And of course, be warm and friendly.

3) Tell them what's going to happen next

How often have you been nervous because you simply didn't know what to expect? Well, you can help your clients with this!

In your email and mailed welcome letter let them know the next steps like:

  • Date/time of their first session with you.
  • How to pay (if they haven't already).
  • What number to call/Zoom link to use (and any password). If using the phone, confirm who calls who!
  • Ask them to complete and return the coaching agreement if you have one.
  • Remind them of any actions or homework they may have from a consultation with you.
  • Anything else you consider relevant, or that is unique to your coaching process.

You can create a template, and then fill in the blanks for each client. See our sample (Free) Welcome Letter here >>

Spell it out. Make it clear and simple. This will make you look professional - and allay any fears or uncertainty your client may have.

4) Get them started!

Make sure they begin the coaching process right away - to keep them in a coaching frame of mind.

One way to do this is to give them some homework (I like to call it homefun!).

So in your Welcome Pack include at least one coaching exercise. This could be as simple set of "Powerful Questions" or you could include a "Life Map" and/or "Wheel of Life" for them to complete.

You could also include an exercise specific to their situation for that extra personal touch.

5) Standardize enrolment as much as possible

Create a checklist for yourself and list the steps you will follow. And create templates for your communications around enrolment. For example create templates for your Welcome Email, Welcome Letter and Intake Session.

By creating these templates you save yourself tons of time - and it reduces stress too because you won't have to try and remember everything you need to include each time!

Then, just like a cover letter when you apply for a job, simply customize for each client with personal touches here and there.

TIP: Another thing I did was to print multiple copies of the Coaching Agreement and welcome packet coaching exercises at a time, so when it was time to put a welcome snail mail packet together it was much quicker!

6) Help them feel good about their financial investment in coaching!

Hiring a coach is no small investment - so use your enrolment process to help your clients feel they've invested wisely. Everything we've talked about so far will help with this.

AND I also suggest you find some way for your clients to BASELINE how they're doing 'out of 10' before you start coaching.

7) Make it easy for them to remember - and refer you

Put your branding on all the client-facing materials you use - whether they're electronic or paper-based.

The great thing about a physical welcome packet is that you can include extra business cards for them to hand to friends and even a voucher for a free session for their friends.

TIP: You could also include a referral program where your client gets a reward when a new client they refer signs up with you.

BONUS TIP: Make sure you get all your client's contact details AT enrolment!

So, here's my cautionary tale: I had been coaching for 8 years, yet it was the first time I didn't fill out the client info/contact form at client enrolment. I thought, "Oh well, I'll do it at our first session".

Well 2 weeks later, I had an internet and power-cut for 3 days - right before and during our first session. I had no contact details for my client and I couldn't even look her up online because I didn't have her home address. It got worse - because I have an 'internet phone' - they would have called me and got no answer!

Then I remembered that I had set the internet phone to forward to my cellphone in emergencies. Very luckily, this worked. I spoke to her at the appointed time and we rescheduled. But it was nearly disaster - because my cellphone battery was almost flat too! I felt very unprofessional - and learned my lesson...

Have a tip you'd like to share? What's your client enrolment process? We'd love to hear - just comment below!

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Emma-Louise Elsey Headshot

Contributing Author:

Emma-Louise Elsey has been coaching since 2003 and is the Founder of The Coaching Tools Company and Fierce Kindness.com. She's passionate about coaching and personal development. Originally a project and relationship manager for Fortune 500 companies she combined her love of coaching, creativity and systems to create over 100 brandable coaching tools, forms and exercises including 30+ completely free coaching tools. She now serves coaches and the coaching world through her exclusive newsletter for coaches, Coaches Helping Coaches Facebook Group and many other great tools, resources and ideas for your coaching toolbox. The Coaching Tools Company is an official ICF Business Solutions Partner.

Learn more about Emma-Louise & see all their articles here >>

Image of Happy Coach and Client during Enrolment by Fizkes via Shutterstock

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