What is a Coaching Case Study Template?
There's no denying that coaches have an immensely positive impact on their clients. Coaching has an estimated 221% ROI, and the vast majority of clients (95%) would describe their coaches as Good or Excellent.
Coaching isn't an essential service, however – not in the same way that a plumber or electrician is. A client base is not guaranteed. In order to attract new clients, coaches need to demonstrate the value that they can bring to their client's lives.
Case studies equip you with the social proof to back up your claims, validating the value of coaching and instilling trust in potential clients. Let's explore how to create a knockout case study for coaches with our proven case study template
Elements of a Coaching Case Study Template
Whether you're a life coach, business coach, executive coach or any other type of mentor, the basic elements of a coaching case study remain the same. A logical structure helps you to cover all bases and ensure that the story you tell is convincing.
1. Introduction: Set the Scene
Relatability will be your drawcard when writing a case study. Introduce the client in depth so that your potential clients can identify with the person you are discussing. Where did they come from, what motivated them to seek out coaching, and what were their goals?
For instance, here's an excerpt from one of Tony Robbins' life coaching case studies:
"As a business owner, Kevin was always looking for ways to take his company to the next level. Kevin was dedicated to making his business the best it could be and was putting in ample time to grow the company, but still felt like he was hitting a plateau. He ultimately decided that he needed help. He wanted to know not only how to help his business, but how to grow as a person."
Immediately, the reader has an understanding of the client's background, motivations and goals. It doesn't need to be lengthy – just a short, snappy summary that draws the reader in.
Keep in mind that you must always ask for permission before using someone's story. If they ask to remain anonymous, you can easily mask their identity while still providing an accurate portrayal of the situation.
2. Problem Statement: Define the Need
Your potential clients need to understand why coaching was necessary in this particular case. What were the main challenges that your client faced, and why did they require a coach?
Perhaps the client needed guidance on how to make their business more profitable or wanted help with personal development issues. A few more examples might be:
- Overcoming overwhelming stress and burnout
- Developing better people skills for interacting with clients
- Building a more balanced lifestyle that allows for rest and relaxation
- Creating a profitable business model
The problem statement should be detailed enough to give the reader an understanding of your client's needs, but succinct enough that it doesn't become tedious. What was stopping that person from achieving their goals before the coaching process began?
3. Coaching Approach: Outline Solutions
This is where you get to showcase your skills as a coach. Explain in detail how you used your expertise to help this client, detailing key strategies that were employed during the course of the coaching sessions.
1) Did you utilize different types of questioning techniques or employ any specific strategies?
2) What resources did you provide, and how did that help the client to reach their goals?
Here's an example from a case study by The Entourage:
"Since joining The Entourage’s Elevate program, Jye leaned into the coaching, experts and workshops to develop a strategy to take the business to the next level. Through the ‘Selling Essentials’ workshop he was able to develop a structure around their sales process. This new structure meant that they were able to ask the right questions at the beginning of the sales discussions, allowing them to handle objections more effectively."
It could be more descriptive of the specific coaching strategies used, but it gives the reader a good overview of how The Entourage has helped clients.
4. Results: Showcase Success
As a client, would you be convinced by hearsay? Probably not. That's why you need real, tangible results that demonstrate the value of your coaching. Provide measurable evidence of progress, whether it's an increase in revenue or a decrease in stress levels.
For instance, you might:
- Give before and after figures for revenue, profits, growth, etc.
- Include an infographic or chart to illustrate progress or boosted productivity
- Add client anecdotes about their improved wellbeing
- Link to any press coverage that the client may have received
The results should be quantifiable and convincing – a strong case for why potential clients should hire you.
5. Testimonial: Let the Client Speak
Wherever possible, collect testimonials from your clients. These are incredibly strong pieces of social proof that can convince potential clients to take the plunge and invest in your services.
A well-written testimonial should cover a few key points:
- What were the client's objectives?
- How did they benefit from working with you?
- Would they recommend you to others?
- Do they have any advice for prospective clients?
Testimonials are more powerful if accompanied by a photo or video of the client. Putting a face to the name is a simple but effective way to build trust.
6. Conclusion: Summarize Key Takeaways
Wrap up your case study by reiterating the main points. It isn't like a report, where you need to recap everything – just choose the most compelling information points and reference them briefly.
Your conclusion is also a great opportunity to refer to any upcoming projects or programs you're offering. Try to come across as authentic as possible. Avoid generic sales phrases like "try us out today – you won't regret it!" Instead, weave your call to action into the narrative.
Keep in mind that anyone can write up a client case study, and your potential clients know that. They need to see that you've put real effort and thought into the case study; that you've gone beyond simply listing results.
Include the finer details like what industry your client operates within, how long their coaching sessions lasted, and how they felt when working with you. Be very specific in terms of the challenges they faced and overcame.
Better yet, beef up your case study with attractive data visualizations or infographics. Videos are one of the most compelling forms of media – so if you have a client willing to be interviewed on camera, that would be an invaluable addition.
Permission Is Crucial
Again, it is an absolute must to get permission from your client before you publish a case study. You should have an agreement in writing covering the main points of your collaboration, such as what information can be included and how it will be used.
An agreement before writing the case study is great, but you'll also need to show them the final result before it's published. This way, they can check it over and make sure they're happy with the content.