Von 0 auf 100.000€ Monatsumsatz als Coach - Kompletter Guide

A Coaching Business Playbook for Reaching €100,000/Month

Erik Steigner’s central argument is that a lean expert business can scale through a sharply positioned offer, a simple delivery model, a webinar funnel, and disciplined paid-ad testing—not by adding a large team or making delivery increasingly complex.

The €100,000/month figure is presented as a target, supported by the speaker’s own examples and client claims. It is not a guaranteed outcome.

Offer and Positioning

• Build a “Neo Offer” (“New Identity Offer”). Sell a new role or identity, not just information or a skill. Make the transformation distinctive and give the audience a clear picture of who they can become.
  • Example: Reframe LinkedIn customer-acquisition training as the M5 OS / Mission 5 operating system for freedom-oriented independent professionals seeking roughly €10,000–€15,000 per month.
  • Example: Rebrand a social-media-agency program as becoming a WBB Agent. The less familiar term let the marketer define the concept rather than trigger existing assumptions about agencies.
• Lead with a near-term, tangible result. The speaker argues that a small result soon—such as getting a first customer within 48 hours or saving two hours on the next client meeting—is more motivating than a large, distant promise.
• Make the first purchase easy. Steigner recommends testing an initial offer around €2,000–€4,000, rather than setting a high price before there is evidence customers will buy. He says this can reduce friction, especially with cold audiences.
• Map delivery from the current state to the desired state. Identify the customer’s starting point, the desired outcome, and the 3–5 steps needed to bridge them. Turn those steps into modules or phases.
• Keep delivery simple. Use structured content plus one or two live Zoom sessions per week, beginning with one and adding another only if needed. The speaker cautions that complexity increases workload and makes delivery harder to scale.

Funnel and Webinar Playbook

• Choose the funnel to match sales capacity:
  • A strong sales team can work with more lightly qualified leads and follow up directly.
  • A solo operator or less sales-oriented expert may benefit from a webinar that builds trust and pre-qualifies prospects before a conversation.
• Webinar’s job: Make one central concept memorable and build enough trust for a buying decision. Steigner says webinars can suit coaching, consulting, agencies, and B2B software.
• Use a four-part webinar structure:
  1. Intro: State who the event is for, what attendees will learn, and why staying to the end is worthwhile. Keep the presenter’s biography brief.
  2. Content: Present three “secrets” or steps, each addressing a key objection to the offer.
  3. Transition: Recap the value delivered, reinforce the audience’s progress, then introduce the offer confidently.
  4. Pitch: Explain the product, modules, bonuses, calls to action, and Q&A.
• Build each content section around an objection. Make a clear promise, explain why the audience’s existing belief is understandable, provide evidence for a new belief, show a practical starting point, and use short check-in questions to confirm understanding.
• Write the offer pitch first. The presenter recommends beginning webinar development with the offer and central idea, then building the rest around them. He suggests allowing 7–14 days to develop a first webinar.
• Webinar benchmarks stated by the speaker:
  • Aim for a 20–30% attendee-to-appointment booking rate.
  • For direct-sale webinars, he gives a rough 3–7% sales rate, while noting that results vary substantially by price and offer.
  • He says his organization runs 200+ webinars per month.

Landing Pages and Lead Generation

• Keep the funnel basic: a registration page, thank-you page, and post-webinar booking page. Add a replay page if needed.
• Prioritize the mobile view, especially what is visible without scrolling: what the event is, when it happens, what it covers, and the registration button. Steigner says the above-the-fold mobile section is decisive and recommends a clean, one-page design.
• Keep headlines and messages simple. He cites formats such as “build/do X together live,” “learn X in 60 minutes,” and “a new way to do X.”
• Treat ads as a way to send people into a functioning conversion process—not as a fix for a weak offer or funnel. The speaker says the hook and conversion vehicle—in this case, the webinar—account for most of the result.

Paid-Ad Testing and Scaling

• Start with 5–10 ads, not dozens. Use simple text/image ads to test different messages quickly. Once a hook works, turn it into a phone-shot video or Reel before investing in polished production.
• Test genuinely different hooks, not several near-identical versions of the same message. A concrete detail or debatable fact can prompt comments and interaction.
  • Example: An ad used a €9.40 kebab as a specific detail; the ensuing discussion helped drive engagement. The broader lesson is to use concrete, memorable creative—not that controversy guarantees performance.
• ABO vs. CBO:
  • In ABO, budgets are set at the ad-set level, giving the advertiser more control.
  • In CBO, the campaign budget is distributed by Meta’s algorithm, giving it more latitude.
  • The speaker recommends beginning with tighter control and testing broader automation after data accumulates.
• Use a three-phase Meta Ads process:
  1. Sandbox testing: Start with ABO, test a small number of ads across audiences, and allocate roughly 80% of budget to broad targeting. The example setup uses three ads per ad set, at least €10/day per ad, and leaves the campaign untouched for three days before reviewing it.
  2. Scale proven winners: Remove weak ads and ad sets, then duplicate successful combinations into a separate scaling campaign. One example is testing budgets of €40–€90 for a winning setup.
  3. CBO / cost-cap scaling: Move proven winners into CBO and set the cap around 15–20% above the recent average lead cost, according to the speaker. Let it run for about two days before evaluating. If performance is strong, he suggests raising the budget by roughly 20% per day. Keep profitable earlier campaigns running.
• Treat ad benchmarks as rough guides, not universal targets:
  • Webinar cost per lead: €2–€10 for B2C and €15–€23 for B2B.
  • For consultation campaigns, aim for a link CPC below €2. The speaker also mentions roughly 50–100 link clicks as a useful evaluation range.
  • A 2–4% CTR is given as a rough benchmark.
• Scale horizontally before vertically:
  • Horizontal: Duplicate a successful ad set or campaign with different budgets; expect some duplicates to perform worse.
  • Vertical: Increase the existing ad-set budget gradually. Steigner gives about 15% at a time, with monitoring between increases.
  • Aggressive scaling: For exceptional deadlines, he describes increasing budgets by up to 20% every two hours and duplicating winners. He warns this is high-risk and should be used only by experienced operators or with expert supervision.

Examples and Reported Results

• The speaker says the M5 OS positioning generated more than €2 million during a period spanning late 2023–2024.
• He says the WBB Agent naming and positioning change contributed to more than €10 million over three years.
• He cites a €3,000 offer that generated €1.5 million in five days from cold traffic.
• He describes a campaign that spent €140,000 in three weeks and scaled daily spend from just under €1,000 to €13,000. These are presented as case examples, not typical results.
• He claims 33% of Speedscaling’s customers are demonstrably reaching €100,000/month after three months. This is the speaker’s claim; the subtitles do not provide independent verification.
• He says the webinar structure generated more than €10 million in three years in one project, with a further €15 million implemented for partners.
• A client testimonial from Kai attributes more than €10,000 in additional webinar revenue to adopting the transition section.

Sources and Presenters

• Presenter: Erik Steigner (Speedscaling; the video metadata spells the name Eric Steigner).
• Named sources or contributors: Adis from Fullstack, whose funnel-selection explanation Steigner adopts; Russell Brunson, quoted on copying proven approaches before becoming creative.
• Other named examples: Max, Steigner’s collaborator on Mission 5; Kai, a client whose webinar-transition result is cited.