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Build a Coaching Proposal Template to Land More Clients

Build a Coaching Proposal Template to Land More Clients

Learn how to make a coaching proposal template and tailor it to the needs of prospective clients. Plus, discover common mistakes to avoid.


Your track record speaks for itself. Prospects are inquiring about your business daily, thanks to strategic social media posts and word-of-mouth marketing. 

It’s time to show these prospective clients what you can do for them. Coaching is a nuanced journey for every client, and coaching plans must meet the goals and needs of the individual or group you’re working with.

This is where a strong coaching proposal comes in. These proposals combine a comprehensive view of your services, how they can work for a particular person, and testimonials from satisfied clients. We know: It can be tough to self-promote. But who better to describe your strengths, achievements, and offerings than the person who knows them best? 

Below, we’ll explain how to make an editable coaching proposal template. Don’t hold back — show what makes your services stand out. 

What’s a coaching proposal?

A coaching proposal is a document that shows clients what to expect from your services. After meeting with your client and discussing why they’re seeking help, prepare this document to show how you’ll tailor your sessions to their needs. 

A strong coaching proposal convinces prospects you’re the right coach for them. It also helps you convince yourself that you are, in fact, the right coach. If you don’t feel your services are a good fit as you create this document, it may be worth referring them to a colleague.

Solid client proposals also clearly present your services and fees to avoid confusion. 

What should a good coaching proposal include?

If you include one thing in your coaching proposal, make it a personal touch. Customizing this document to your client’s needs is the first step toward showing you care. 

Here’s a general outline for structuring this document.

  • A thank you: Start your proposal letter by thanking the prospect for taking the time to talk to you, referencing critical parts of the conversation. This shows you were listening, understand their unique needs, and look forward to presenting your coaching offerings. 
  • Results and benefits: Explain why your coaching services suit this client. Detail the benefits and results they can expect from a tailored program. Be as specific as possible without making your coaching plan example too rigid. List expected milestones without defining action items or timelines — these will be tackled when the program starts. 
  • Your coaching packages: Explain the different coaching package structures you offer and include the duration, cost, and format of each. You likely offer standard packages, but you can personalize the item descriptions to keep the proposal customized. If you’re making an executive coaching proposal, for example, don’t just explain what you usually cover with high-performing professionals; broadly touch on the topics you’ll cover with this individual. 
  • Client testimonials: Include a few kind words from satisfied clients. The prospective client is already interested in your services, and seeing how others have succeeded in your program seals the deal.
  • Next steps: Explain your company’s best practices for communication, payment, and scheduling. If you’re using Practice, managing these processes is easy. You can take appointments, complete payments, and message clients on one streamlined customer relationship management (CRM) platform
  • A deadline: You may want to provide a deadline for the client to confirm whether or not they wish to proceed so that you have better control over closed and expired leads. 


When to send a coaching proposal

The ideal time to send a coaching proposal is 1–3 days after speaking with the client. This gives you time to react to the conversation and think through the program you’d like to offer. It’s soon enough after the initial discussion that you don’t lose momentum, and neither you nor the prospect will have forgotten what you talked about.

Avoid these common mistakes

Business administration tasks often take a bit of trial and error before getting them right. Enjoy a head start on making a winning coaching proposal by avoiding these common mistakes.

  • Creating a vague proposal: If your proposal is vague, it may seem impersonal, and the client may feel you weren’t listening as they explained their concerns and goals. Since active listening is essential to proper coaching, not feeling heard can be a red flag for a client. You want to present as a coach and not a salesperson.
  • Not following up: Follow up after sending the proposal. Doing so isn’t pushy, but instead shows the client you care and are interested in working with them. Send them a brief message asking if they’ve reviewed the document and what they thought. Including a deadline in your proposal gives you a reference point for when to reach out.
  • Not including pricing: Cost is a factor for many people when deciding whether to get help. And clients may be too timid to speak up and ask for more information. Your coaching proposal is the perfect place to include this information so clients can look it over at their own pace. Outline your services precisely, and don’t leave clients wondering how much they cost. You wouldn’t want to lose a client because they assumed your services were financially in or out of reach.
  • Sending the proposal too soon: Never send a training proposal before talking with a potential client, even if you already know their general area of concern. You’ll make a far more convincing proposal if you base the information therein on specifics you discussed with the client. A good proposal should respond to a conversation, not lead up to it.

Sealing the deal

The only way a client can get a better idea of your services without actually experiencing them is through a detailed, tailored description of what you offer. If you accompany that description with testimonials from past clients, you're covering all the bases. 

Take a streamlined approach to your workflow with new clients with Practice. This platform securely stores all documents, including your contract template, coaching contracts, and intake forms.

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