What Are Coaching Proposals?

A coaching proposal marks the documented sales talk of convincing a client to consider your coaching services. As a coach, you are expected to meet with potential customers, discuss terms, then eventually show your coaching proposal so clients can sign the document and push through with the service. Along with the coaching agreement, coaching proposals cover the important facets of a coaching business such as the business name, list of coaching services, coaching tools, pricing, customer testimonials, and more.

According to Statista’s 2020 research survey, veteran coaches who worked for 15 years and longer have an average yearly wage of $160,000.

Why Should You Make a Coaching Proposal?

A coaching proposal comes with a lot of benefits. And here are some major highlights of why you should create a coaching proposal:

Introduces Your Coaching Business

A coaching proposal is the best way to introduce what your coaching business is and what it does in an easy-to-read document format. So rather than trying to explain your coaching business in long hours or showing what your company does in an hour-long presentation, coaching proposals serve as the introductory statement of what clients can expect from you. This is the right time to promote your best coaching program, every client testimonial about your service, and other strengths of your organization.

Leads You to Know Your Clients

The great thing about a proposal is how you meet with the client first before actually sending the proposal. That way, there is still time to alter the details in the proposal after you have met the client. In applying those changes, be sure that you incorporated data that meet the client’s objectives and aspirations. However, those adjustments should still put your company at an advantage to keep it fair. That way, there is a higher chance that your proposal will be accepted. As much as possible, know your client’s condition to set feasible expectations from one another.

Answers the Significant Questions

A coaching proposal is very detailed as it contains the name of your business, the different coaching classes offered, prices, and other inclusions. With that said, the proposal itself answers the most pivotal questions about your coaching business as a whole. So be sure your coaching proposal has all the necessary details covered to make it a dependable reference for answers. If clients end up having a lot more questions after reading the proposal, that is how you know you have not covered enough relevant data in your document.

Flexible for Different Types of Coaching Services

Do not forget that the term “coaching” is too vast. Coaching can refer to any type of service whether it is related to sports coaching, leadership coaching, research coaching, business coaching, and many more. And it is very important for the proposal to specify what specific type of coaching service is being offered to prevent confusion. Otherwise, it would be a huge mistake to pitch a sports coaching proposal but your target prospect is actually looking for an executive coaching proposal.

Sends You Closer to a Coaching Agreement

What follows after a coaching proposal if the prospect agrees to the proposal is to close the deal in a signed coaching contract or agreement. So you better have a winning proposal prepared to make sure your client is engaged enough to sign the agreement afterward. And it is when the agreement or contract is signed that the coaching business runs at the promised effective date.

The Essential Coaching Proposal Inclusions

Although a coaching proposal is detailed and may be different from one company to another, here are the standard inclusions expected in most coaching proposals:

Title Page: A title page is necessary as the coaching proposal’s official opening statement. The title must have the words “coaching proposal” to be clear of its intent, including other general information.Table of Contents: Insert the table of contents after the title page. It simply introduces the different sections found in the coaching proposal as well as their corresponding pages for easy navigation.Reference of Discovery: Make your proposal as if it is a personal letter by recalling what happened during your first meeting with the prospects. Give a simple greeting and be sure to thank them for spending their time in the discussion before. It is simply a sign of respect rather than introducing the price right away.Reasons the Prospects Qualify: Another chance for you to personalize your coaching proposal is to mention the reasons why these prospects qualify for your service in the first place. Rather than copying and pasting information, align those reasons according to their concerns and objectives instead.Coaching Services: Of course, you are expected to list down the many coaching services you offer. It does not have to be a detailed task list though. Just mention the name of each available coaching service and a short description of what to expect from each service.Pricing and Coaching Packages: A section made specifically for the price sheet is standard for coaching proposals. Be sure to give the breakdown of costs and even provide options for coaching packages. You can state the prices of a life coaching package, an alternative executive coaching proposal, and other options.General Terms and Conditions: Just like a binding agreement, there are terms and conditions in the proposal. What other provisions and rules should the prospects know about? Mention them there. Examples include the coaching schedule, termination of contract details, and liability clauses.Further Instructions: The next concern is to guide clients on what to do next. Indeed, they have read your promising offer. So what is next? Instruct them on how to process the coaching service on a step-by-step basis so they won’t have to ask further questions anymore.Deadline: Be realistic in setting the deadline of when to expect a response from the prospects. Otherwise, you might end up waiting forever for a response if no deadline was set. So be sure to mark your preferred schedule for the deadline so you would be prepared when they say yes or no.Contact Information: In case clients still have queries regarding your coaching proposal, leave your contact list or contact details at the bottom of the proposal. That way, your contact information is visible and you are ready to entertain any concern from the prospects.

The Main Types of Coaching Proposals

There are tons of coaching services out there. So it only makes sense that the types of coaching proposals are just as many. However, it is known that there are three main types of coaching proposals. And they consist of the following:

Leadership Coaching Proposal

If the coaching service involves executive coaching or leadership development, it is one of the most common types of coaching which is leadership coaching. Its services aim in training and developing a team leader, manager, supervisor, or any department head to become a better leader in their job. And the leadership coaching proposal should properly highlight what it takes for leaders to set robust examples, improve their workforce, or be more confident with their management skills.

Newbie Coaching Proposal

If coaching is concerned for anyone who is new in school, work, or sports, it belongs to the newbie coaching proposal. This type of proposal is where new employees, students, or sports players require training to become more skilled in their roles. With proper coaching and training plans, even the worst newbies have a chance to be the best. It just takes time and practice until they master everything and produce an excellent performance.

Personal Coaching Proposal

Besides focusing on work performance and executive management, another significant type of coaching is personal coaching. Personal coaching proposals are helpful for individuals who need consultations towards life lessons. Also called a personal consulting proposal, this coaching service helps a lot of people who need help dealing with their emotions, relationships, personal finances, and other aspects of life.

How to Create a Riveting Coaching Proposal

The more you practice writing a coaching proposal, the easier it would be for you to sales talk your way out of pitching your coaching services. And after everything you learned earlier, time to put your knowledge to the test by following these steps on how to make a proper coaching proposal:

  • Step 1: Meet with Potential Prospects and Recall the Essential Details

    It is needed that you meet with the potential clients or prospects first to know about their expectations and objectives. And you better remember what was discussed or you take notes in the process so you will be able to recall the important parts of the discussion later on. After the business meeting, you create a draft of everything important that was talked about because you will surely use that as your basis in customizing your official coaching proposal. This is how you know what clients want and do not want about the coaching program.

  • Step 2: Download a Sample Coaching Proposal to Edit

    Have you checked every sample coaching proposal sample above this article? If not yet, then be sure to explore and select your preferred free coaching proposal template so you can alter its content shortly. You may choose a sample executive coaching proposal, new employee consulting proposal, performance coaching proposal, and even a basic proposal letter. Design any proposal template you like and make it your own now!

  • Step 3: Lay Out the Basic Inclusions of a Coaching Proposal

    Recall the standard inclusions of a coaching proposal, as discussed earlier. Those inclusions will slowly complete your coaching proposal rather than missing the vital points. But besides the many examples discussed before, there is room to add more content too. So if you want to add another provision that is not in the basic inclusions but is still relevant for your coaching proposal’s purpose, then insert it in your document.

  • Step 4: Write According to Your Target Audience

    It is expected that writing a coaching proposal means you really know your target audience. Otherwise, not being sure of to whom the proposal is for means you could miss the mark and the client would not be hooked to consider your coaching service. A tip is to write in the easy language where your prospects understand your message without difficulty. Also, review carefully if everything talked about there aligns with the initial discussion with your client earlier.

  • Step 5: Observe Professionalism in Tone and Accuracy in Detail

    At the end of the day, a coaching proposal is a formal business proposal. That means you write in a professional tone and that its details are complete and precise enough. Otherwise, faulty information could be your company’s downfall. So be sure to evaluate the final output if it is excellent enough instead of submitting it to the prospects without a thorough review.


How much do veteran coaches earn?

Statista reported that veteran coaches who worked for 15 years and more have an average yearly wage of $160,000 in 2020.

When is the right time to send a coaching proposal?

Generally, a coaching proposal must be sent to your client within one to three days after the initial meeting or discovery session.

What should be included in a coaching contract?

Coaching contracts must at least have the company overview, introduction of services, terms of service, payment plan, refund policy, coach expectations, and a termination clause.

From the coaching business name, purpose of coaching, coaching services list, price list, proposed time and date of coaching, client objectives, down to the coaching terms and conditions, a single coaching proposal covers the vital information needed to know about a coaching service company. So be sure to prepare the proposal with correct details, compelling words, and completeness in content to close your next deal. And that is just what downloadable, editable, and printable sample coaching proposal templates can promise you. Optimize a template now!