Marketing Fundamentals


How to Design a Signature Coaching or Consulting Program

Stop Selling Your Time. Package Your Services and Sell What Your Clients Really Want and Are Willing to Pay More For.

4.63 (1309 reviews)


2 hours


Nov 2020

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What you will learn

Be able to promise your clients the outcomes they want and feel confident you can deliver those outcomes

Know exactly how many clients you need to reach your financial and lifestyle goals

Have a clear process to take each client through so you can stop reinventing the wheel with each client

Be able to sell your services based on the value you deliver instead of what you, or your clients, think your time is worth

Know exactly how to get you to your income goals within the number of hours you want to work so you can have the business and income you desire

Be able to give your ideal clients exactly what they want, so it's easier to market and sell

Be able to stop selling your time and instead sell what your clients really want and will pay more for


Are you an independent coach or consultant?

Are you currently selling your time by the hour?

Or, in packages based on term, such as a 3-month package or a 6-month package?

Did you know that's not the best way to sell your services?

In fact, did you know that actually makes it harder to sell, and it encourages prospective clients to negotiate based on what they think they need or can afford?


I followed Debbie's 5 step process for a new proposal which was accepted promptly, without question or negotiation.

For the past 12 years, as a business and marketing mentor, setting the correct price for my clients for the services they offered has always been an issue, even setting my own pricing has been a problem. I was able to give my clients the formula for establishing their hourly rate but including the 'adding value' element was missing. Debbie's course 'How to Design a Signature Program' was exactly what I needed to solve this problem. Further, I tested this myself, after finishing the course. I followed Debbie's 5 step process for a new proposal which was accepted promptly, without question or negotiation. I highly recommend Debbie's easy step-by-step model for pricing, which in my opinion, can be applied to anyone offering a service and not only for coaches, consultants and mentors. ~ Fran Piggott CEO, Marketing Guru, South Africa


Like you, when I started my own business as an independent marketing consultant back in 1998, I too sold my time by the hour, or by the month.

Then I remembered that when I worked in the advertising agencies we sold by the project. We presented prospects with a specific scope of work and the results we would deliver, and we quoted them a project fee or a monthly retainer to cover that scope of work.

That's when I realized I needed to sell my services the same way.

I didn't want my clients buying my time. After all, who's to say what your time is worth. It's rather arbitrary. And high hourly fees can actually turn prospects away if they don't think you're worth it.

It's much better to sell results.

That way clients are buying what they want. They're paying for you to solve their problems.

You decide how long it takes to get that outcome and you charge them based on what that outcome is worth.

It has nothing to do with what your time is worth.

When you learn to package your services it changes your entire business.

(1) It helps you attract more of the right clients—the clients who are searching for exactly the outcome you deliver.

(2) It eliminates clients negotiating down the price or the term because you can easily tell them, this is what it takes to get the results you want.

(3) It enables you to charge for the value you're delivering, which is usually more than what you or a client might determine your time is worth.

(4) And, it enables you to sell more confidently because it eliminates any doubt that you're “worth it." It's not about you. It's about the outcome your clients want and will get when they work with you.

So, if you're an existing coach or consultant who is still selling your time, or you're a brand new coach or consultant who is trying to figure out how to package your services and what to charge, this course is for you.

This course is ideal for independent coaches or consultants who...

  • Are currently selling their time by the hour, or term (e.g. 3 month package)

  • Are brand new in business and aren't sure how to package their services

  • Would like to make it easier to sell their services

  • Are tired of prospective clients negotiating down price or term

  • Aren't comfortable selling because they don't know what their time is worth

  • Aren't getting enough of the right clients

  • Are creating time-consuming spec proposals for every single prospect

  • Are having to re-invent the wheel with each new client

  • Would love to be able to promise specific outcomes to their clients

  • Would like to create more efficiency in their business

  • Are interested in creating leveraged programs (e.g. online courses, books) in the future

  • Would like to know how many clients they need to make the money they desire

  • Want to be sure they can reach their income goals without working more hours than they want

  • Would like reliable, predictable cash flow (instead of being on a cash flow roller coaster!)

  • Want to be sure their business is viable, profitable, and enjoyable

Don't waste another day trying to sell your time.

This course will take you step-by-step through the exact same process I used successfully for myself, and with my private consulting clients, for years.

This course includes:

  • Instructional Video Lessons for each step of the process

  • Fill-in-the-blank Worksheets so you can create a profitable Signature Program

  • Examples for all exercises for your review and reference

  • Step-by-Step Instructions so you can easily apply what you're learning to your business

Design a Signature Program...

  • You can become known for

  • That will set you apart from the competition

  • You can sell confidently

  • You know will deliver the results your ideal clients want

  • That will make your business profitable, enjoyable, and successful


If you're already enrolled in my course, How to Market Yourself as a Coach or Consultant...

... and you're wondering if you should enroll in this course, here are a few things to think about:

1) This course features separate video lessons for EACH of the 5 steps in both my Signature Program and Financial Viability processes. If you've struggled with these processes and you want more in-depth instruction and explanation, this course provides that.

2) If you prefer focusing your learning on bite-sized topics, this course does just that. This is one of the most important topics I teach because it's what enables you to get out there and offer your services in the way your ideal clients are most likely to buy.

3) If you haven't yet gotten to the Signature Program and Financial Viability sections, this course may help you get these important steps done so you can get out there and start selling your services, while you're still learning and applying the rest of the marketing steps.

4) If you've completed my How to Market Yourself course and you're still struggling to package, market and sell your services, this course may just provide the additional know-how, inspiration, and motivation you need to get on track.


How to Design a Signature Coaching or Consulting Program
How to Design a Signature Coaching or Consulting Program
How to Design a Signature Coaching or Consulting Program
How to Design a Signature Coaching or Consulting Program


Course Introduction


Why Design a Signature Program?

What is a Signature Program?

My Signature Program "Challenge" Test

How to Design Your Signature Program

Step 1: Identify The Definable Outcome

Step 2: Identify Your Process

Step 3: Break Your Process Into Steps

Step 4: Determine Your Program Term

Step 5: Price Your Program

Making Sure You Can Make Money


Step 1: Establish Your Revenue Goals

Step 2: Determine Number of Clients

Step 3: Calculate Your Hours

Step 4: Complete Your Revenue and Cash Flow Projections

Step 5: Identify Hard Costs


Course Summary and Conclusion


Dalvia7 October 2020

Very good and actionable course! Every concept is easy to grasp and gives you a good overview of the topic and the exercises are a great headstart when building a coaching program. Debbie puts everything in simple terms and gives great examples.

Kylie20 September 2020

I absolutely loved and appreciated this course so much! Debbie made things very clear and provides useful documents to help you get started. I appreciate how the course was broken down. Thank you Debbie!

Erika10 September 2020

I absolutely loved this course, thank you Debbie for delivering exactly what you promise, you are a great teacher! It is simple, objective, easy to follow and extremely useful. I followed all the steps and I am confident with what I will put out in the world. ??

Melody28 August 2020

I really like that she is explaining the value of the Signature Course and getting very specific. Also, she got right into and didn't do a lot of setup at the beginning before getting into some really good stuff.... I'm only half way thru Section 2, but it's THAT GOOD!

Christine24 August 2020

Great information. A little too have on talking, I wish it had gone more in-depth regarding the process.

Marcus21 February 2020

Long explanation to actually say that it is best to sell a process with a definable outcome for a client, rather than an hourly rate.

Christian18 February 2020

I read some course reviews about Debbie's material being oversimplified. Maybe, if you just breeze through the videos. I felt the same way initially. But, if you take the time to really go through the steps, I mean really dig into each of them, you will come out the other side with some aha moments. I did. Debbie clearly knows her stuff. It's obvious she teaches from experience. I really enjoyed the course. Moving on to her marketing course now. Thanks Debbie.

Kd16 December 2019

I am glad that I found someone else here that thinks the way I do where coaching and consulting is concerned! Sometimes, it's easy to get so many opinions thrown in your face about what should be and what shouldn't, but speaking as a professional in this same industry for the last 14 years, I can tell you with absolute cetainty that this is the course you should take if you want to learn the right way to do this!

Anne-Marie11 December 2019

I took my time and completed all the steps and I feel thoroughly achieved with my New Awesome signature Programme. Everything I already do can mow be presented but in a professional, concise and orderly manner. I cannot wait to deliver this programme. Thank You Debbie .

Desiree4 December 2019

So far this course is steeped in workable doable planning. It makes a lot of sense and I’m really enjoying the personal experiences to highlight her instructions.

Toh29 November 2019

Debbie’s lessons are easy to follow and I’ve gleamed a lot of gems from this course to implement in my business.

Christian28 November 2019

Awesome course! Exactly what I needed for my coaching business. It made me realize that I need to offer my coaching in a digital way or just a part of it in person so I can actually reach my revenue goals.

Judith25 November 2019

Presentation and explanation are simple, concise and truthful when discussing the best ways on how to communicate with potential clients. Great examples overall!!!

Pat31 October 2019

A very good match. need to have a signature programme as a niche. Debbie has been there before, worn the teeshirt and I loved her section on calculating time for the business. Getting away from time or hourly rates as a methodology for charging to charging for the process was an eye opener. Thoroughly recommend this course.

Anthea17 October 2019

Yes, took the course to evaluate the programme that I had developed. I can go back now and modify and tweak my signature course


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