Creating an Automated Selling System for Your Coaching Business

As a coach, you know how valuable your time is. You want to focus on delivering results for your clients, not chasing leads or manually following up with every potential client. This is where an automated selling system comes into play.

By setting up a system that nurtures leads on autopilot, you can consistently attract and convert ideal clients without constant manual effort.

I’m going to walk you through how to get an automated selling system set up, but I want you to focus less on the actual specifics (i.e. the different tools used) and more about the general principles. If you master the principles, you will be able to adapt your systems. If you focus on the specific systems, you will eventually get stuck when they stop working.

Anyway, let’s dive in!

1. Creating a Lead Magnet Your Ideal Client Actually Wants

The first step in setting up an automated selling system is creating a lead magnet. A lead magnet is something of value that you give away for free in exchange for a prospect’s contact information (usually their email address).

This should solve a specific problem or fulfil a desire that your ideal client has.

Your lead magnet should also showcase your skills, and ideally, it should be something that you actually help your clients with and have expertise in. You can certainly use AI to make it, but it really should be something you can actually help someone with and not just generic AI slop. It should be filled with your specific thoughts, how you help people, and ideally it should reference the results you have previously gotten with similar people.

The lead magnet should help people solve an issue, but it should also show them that you are the expert at helping people with this issue.

How to Choose the Right Lead Magnet

Your lead magnet should be:

• Highly relevant to your niche and audience.
• Specific and focused on a single pain point (don’t try to solve every single problem, solve 1 maybe 2 problems).
• Quick to consume (no one wants to read a 100-page ebook).
• Actionable (clients should be able to implement something immediately).
• High value so they see you as an expert.
• Easily deliverable via email or a download link (e.g. something like a PDF).
• Tied to your core offer so it naturally leads to your paid services (don’t create something that solves a problem that you don’t help people with).

If you have never created a lead magnet before, I know the tendency is to overthink this. But don’t. You just need to create something that helps your ideal client with a specific problem, and allows you to capture their contact details (more on this in a moment). It realistically could be an email, and it doesn’t actually need to be a fancy PDF EBook, infographic, video or course.

Examples of Lead Magnets for Fitness and Health Coaches

• 5-minute mobility routine for reducing lower back pain.
• 3-step blueprint to losing weight without starving.
• Exclusive video series on common fat loss mistakes.
• Macro calculator + guide.
• Habit tracker for sustainable weight loss.
• Resistance training checklist for beginners.

It really doesn’t need to be complicated. You are likely going to create a lot of lead magnets over time, so don’t overanalyse this. Just create something that solves a problem your ideal clients have, and will be willing to hand over their contact details to get.

Best Practices for Creating an Irresistible Lead Magnet

I could not tell you the amount of lead magnets I have seen that could actually convert really well, but are simply not following good practices.

• Know your audience’s pain points. Don’t create something they don’t want.
• Keep it visually appealing. It doesn’t need to be fancy, but it should at least not look awful. Use simple design tools like Canva to create professional-looking PDFs or graphics.
• Ensure it’s mobile-friendly. Many people will access it on their phones.
• Deliver it instantly. Use an automated system so your leads receive it immediately after signing up. Doing this manually will take over your life, and it defeats the purpose of creating an automated selling system.
• Have a strong call to action (CTA). Your lead magnet should encourage people to take the next step, like booking a call or joining your coaching program. It doesn’t have to be a hard sell, but it should be obvious to the person that you do offer a service that will help them with the issues they have.

Once you have a lead magnet, the next step is to deliver it efficiently and capture leads effectively.

2. Automated Lead Capture

You want to automate your lead capture. The actual specifics will be dictated by where your audience is. For example, it could be a link in the description of your YouTube videos, a specific link on your website, or a link in your X bio and in your posts. However, I know a lot of coaches use Instagram as a primary place of business. So I will use this as an example, and I will also walk you through a really effective way to do this on Instagram (but again, think in principles and worry less about the specifics).

What a lot of coaches use on Instagram is a service called ManyChat. ManyChat is a tool that lets you automate conversations on Instagram (and Facebook) through direct messages (DMs). This means you can interact with potential clients, collect their emails, and send them your lead magnet, all without a lot of manual effort.

ManyChat allows you to:

• Automate lead generation: Capture contact details without needing to respond manually.
• Increase engagement: Use interactive messages and quick replies to make the experience seamless.
• Segment your audience: Tag users based on their interests or interactions.
• Enhance customer experience: Provide instant responses and guide prospects through their journey effortlessly.

Using ManyChat for Instagram Lead Generation

Different coaches will use ManyChat in different ways, but for this discussion, let’s assume you are trying to get a prospect to sign up to get your lead magnet. The way you would set it up then would look something like this:

1. Create an Instagram keyword trigger: Choose a keyword that potential clients can DM you to receive your freebie (e.g., “MEALPLAN” for the daily meal template lead magnet you offer). This keyword should be easy to remember and relevant to your offer.
2. Set up an automated response: ManyChat will automatically reply, thanking them for their interest and asking for their email to send the freebie.
3. Capture their email: Their email is either stored in ManyChat and integrated into your email marketing system, or stored in your email marketing system directly if you set it up to send them a sign up link.
4. Deliver the lead magnet instantly: Ensure either ManyChat sends them the lead magnet immediately or that your email system sends it to them.
5. Sync with your email marketing platform: Automatically add new leads to your email list with relevant tags.
6. Follow up: You can then use automated follow-up messages to engage users who didn’t complete the email submission process, and those who did should get put onto a specific email sequence (more on this in a moment).

Now, you don’t need to worry too much about the specifics here, because again, I want you to just think of the basic principles. You basically want to offer your lead magnet (in a post or in your stories), and then when they say they want it, you have an automated system that captures their email and sends the lead magnet to them.

We want their email address, so we can then also send them an email sequence that shows them why you are someone who can help them succeed.

Optimising for Maximum Conversions

Here are a few quick tips to help you optimise the email capture on Instagram.

• Use CTA-driven captions: In posts and stories, encourage people to DM your keyword to receive the freebie.
• Leverage story highlights: Save ManyChat-related stories so new followers can access the lead magnet anytime.
• Run Instagram ads: Direct ad traffic to your DMs with ManyChat automation.
• Personalise responses: Use the user’s name in ManyChat messages for a friendly touch.
• Offer additional value: After delivering the lead magnet, provide extra tips or ask questions to spark engagement. This will be helped by the email sequence, but you can actually continue the conversation in the DMs and get to know the person better there.

Ultimately, by implementing a system like this, you’re creating a system that captures leads 24/7, warming them up automatically. Once leads are captured, the next step is to nurture them through email marketing. I discussed the importance of this in the 4-hour work week for coaches article.

3. Capturing Emails and Organising Your List

Once you’ve collected an email through ManyChat (or another method like a website opt-in), you need to store and manage them effectively. A well-organised email list allows you to nurture relationships, deliver valuable content, and ultimately convert leads into paying clients. Here’s how to do it effectively:

Choosing the Right Email Marketing Platform

To automate and manage your emails efficiently, you need a robust email marketing platform. Some popular options include:

• Kit: Great for content creators and coaches who need automation with a personal touch.
• MailChimp: Beginner-friendly and offers a free plan with essential features.
• ActiveCampaign: Advanced automation capabilities ideal for segmenting and detailed tracking.

Pick a platform that aligns with your business needs and technical expertise. Don’t overthink it, just choose one that makes sense for you.

Segmenting Your Email List for Better Targeting

Not all leads are at the same stage in their journey, so segmentation helps tailor your messaging. Here are key segments to consider:

• Warm Leads: People who recently downloaded your lead magnet but haven’t purchased anything yet.
• Active Clients: People currently enrolled in your coaching program.
• Past Clients: Those who completed a program but may return for further coaching.
• Engaged Subscribers: Leads who frequently open and engage with your emails.
• Cold Leads: People who signed up but haven’t interacted in a while.

By segmenting your list, you can send targeted, relevant content that increases engagement and conversions.

Tagging Leads Based on Interests

Tagging allows you to personalise your communication even further. Some useful tags include:

• Weight Loss: Leads interested in weight loss coaching.
• Muscle Building: Leads who downloaded a workout-related freebie.
• Nutrition Focus: Those who signed up for diet-related content.
• High-Intent Leads: People who clicked on a coaching offer but haven’t enrolled yet.

With proper tagging, you can send the right messages to the right people, increasing the likelihood of conversion.

Automating the Email Collection and Integration Process

To streamline email capture and organisation, integrate your ManyChat system with your email marketing platform. Some tools like Zapier or built-in integrations can help:

1. Automatically sync new contacts from ManyChat into your email platform.
2. Trigger specific email sequences based on user actions.
3. Monitor analytics to track open rates, engagement, and conversions.

Again, you want to make this process seamless and automated. It may take some time to set up, but once you have it set up and working for you, it will work 24/7.

Now, we have to remember why we are doing all of this; we are providing a lead magnet, so we can collect emails, so we can actually make more people aware of our services and perhaps sell to them. So the next step in this whole process is crafting a sequence of emails that lets the people who are interested in your lead magnet know that you can help them.

4. Crafting a High-Converting Email Sequence (3-5 Emails)

Once someone has opted in, you want to nurture them with a sequence of emails that build trust, provide value, and guide them toward working with you. Remember, we are trying to create an automated selling system, so this sequence should take the lead from a curious prospect to an engaged subscriber and, ultimately, a paying client.

Key Principles for an Effective Email Sequence

Understanding a few key principles of effective email sequences will allow you to craft much better email sequences that will actually convert:

• Personalisation: Use the recipient’s name and reference their pain points.
• Consistency: Send emails at regular intervals (e.g., every two days) to maintain engagement.
• Value-Driven Approach: Ensure each email provides actionable insights.
• Soft Selling: The sequence should gradually introduce your offer, not push for a sale immediately. (This is one of the major mistakes people make! Don’t try to sell at every possible point, you are trying to help them!!!)
• Clear Calls to Action (CTA): Each email should have a purpose and a clear next step.

So, keeping these in mind, let’s run through a hypothetical email sequence that sells:

Email #1: Deliver the Lead Magnet + Quick Win

• Subject: “Here’s your [Lead Magnet]! 🎉”
• Goal: Reinforce the value of your lead magnet and provide an easy, immediate win.
• Content:
  • Welcome the subscriber warmly.
  • Deliver the promised free resource.
  • Highlight a key takeaway and encourage them to take action on what is discussed in the lead magnet.
  • Set expectations about upcoming emails.
  • CTA: Encourage a reply or engagement (e.g., “Hit reply and tell me what you think!”).

Email #2: Your Story + Why You Can Help

• Subject: “My journey from [Struggle] to [Success]”
• Goal: Build relatability and credibility.
• Content:
  • Share a personal story about overcoming a challenge related to your coaching niche.
  • Position yourself as an expert who has been in their shoes.
  • Show how your approach or methodology has led to success.
  • CTA: Invite engagement (e.g., “Have you struggled with this too? Let me know!”).

Email #3: Value-Packed Education

• Subject: “The #1 mistake you might be making with [Problem]”
• Goal: Provide an eye-opening insight that helps them see their problem differently.
• Content:
  • Educate them on a common mistake or misconception in your niche.
  • Offer a practical solution that they can implement immediately.
  • Subtly mention how your coaching addresses this issue.
  • CTA: Ask them to apply the tip and share their results.

Email #4: Client Success + Social Proof

• Subject: “How [Client Name] transformed their [Problem] in X days/weeks”
• Goal: Build trust by showcasing real-life success stories.
• Content:
  • Highlight a compelling case study or testimonial.
  • Show the transformation (before and after) and the steps taken.
  • Reinforce that success is possible for the reader as well.
  • CTA: Direct them to a longer case study or invite them to a free consultation.

Email #5: The Offer + Urgency

• Subject: “Want results like [Client Name]? Here’s how…”
• Goal: Convert engaged leads into clients.
• Content:
  • Clearly introduce your coaching program, outlining its benefits.
  • Explain why now is the best time to take action.
  • Include scarcity (e.g., limited spots, price increase soon, or time-sensitive bonuses).
  • CTA: Provide a strong and direct call to action (Book a call, Apply now, Join today, etc.).

Bonus Emails (Optional for Longer Sequences)

• Email #6: “Common Questions Answered” – Address common objections.
• Email #7: “Last Chance – Limited Spots Left” – Reinforce urgency.
• Email #8: “Final Call – Doors Closing Soon” – A final push for action.

Now again, you don’t have to follow this exact sequence and it will need to be tailored to your specific situation and coaching practice. So think in principles, not specifics here. You just want to have a sequence that is being sent out that helps the people who have signed up for your lead magnet, and makes them aware of your coaching. If you can convert 1-2% of these to paying customers, then it becomes a situation where you just need to get your lead magnet in front of more people who may be interested, and you will have a very full coaching practice in no time.

Optimising Your Email Sequence

You almost certainly won’t get the most perfect email sequence written the first time round. So you will need to optimise things over time. To do this, you need to pay attention to your analytics. Depending on what exactly is not performing how you like, you can make a few tweaks.

• Test different subject lines to improve open rates.
• Monitor click-through rates to see which CTAs are most effective.
• Track conversions to refine and optimise your sequence over time.

By implementing something like this high-converting email sequence, you can warm up leads and drive more sales automatically, allowing you to focus on serving your clients while your marketing runs in the background.

Final Thoughts On Creating An Automated Selling System For Your Coaching

By setting up this automated selling system, you’re creating a repeatable and scalable process for attracting and converting clients without needing to be online 24/7. Here’s the roadmap:

1. Create a valuable lead magnet tailored to your ideal client.
2. Use ManyChat on Instagram to automate lead capture.
3. Capture and segment emails using an email marketing tool.
4. Nurture leads with a 3-5 email sequence that provides value and leads to your offer.

The best part about this is that once it is set up, this system works in the background, consistently generating leads and sales while you focus on coaching and serving your clients.

We have a lot of free content available in our content hub, if you want to learn more. We specifically have a lot of content for coaches in our Coaches Corner. If you want even more free information, you can follow us on Instagram, YouTube or listen to the podcast. You can always stay up to date with our latest content by subscribing to our newsletter.

Finally, if you want to learn how to coach nutrition, then consider our Nutrition Coach Certification course, and if you want to learn to get better at exercise program design, then consider our course on exercise program design. We do have other courses available too. If you don’t understand something, or you just need clarification, you can always reach out to us on Instagram or via email.