1 Module 5: How To Explain Your Coaching This is where you explain your coaching, consulting, healing or whatever it is that you re going to do to help them. You want to explain it in a way that makes sense, that s clear, that s logical, and that relates back to all the challenges that they re having or all the goals that they set, and that is very methodical. I m going to be explaining it the way that I shared earlier. It s the 5- Step Client Breakthrough System. We re going to do this, this, this, and that. We are going to run through those again real quick here. There are five categories of ways that we can support people. We can help people do any of these five things, or all of these five things. These are the ways that I explain coaching, but you re going to want to modify this to whatever your system is. You are welcome to rename these too. I ve had people take the same 5- Step Client Breakthrough System, but instead of saying Clarify your vision and direction, if you re a dating coach, you might say Clarify the kind of man you d like to attract and the kind of relationship you d like to have together. A lot of that we already did in this session, but I actually have a 100- point checklist of types of men that you could check off that you d like to have in a man, and a 200- point checklist of the kind of relationship that you d like to have together. This way, you can have an even clearer map. You could do something like that. The first one is to help clients clarify their vision and direction. The next one is we help clients to strategize their actions. I say, Strategize your actions but you could call it something else. That s totally fine. But that is the gist of the second one. We help them to strategize their actions, which basically is a fancy way of saying we create an action plan. It s a 12- month plan, a 6- month plan, a 90- day plan, a monthly plan and a daily plan, so that every day you know what you need to be doing to get the results that you re looking for. The coaching part of how to do these five things is what I teach people inside Rapid Coaching Academy. So if you want to learn how to coach people, then I would recommend studying that program. The third thing that we help clients do is upgrade their skills. Sometimes there will be a skill that they ve already talked about in the earlier part of the session, so I ll bring that up. If they hadn t brought that up, then I will ask them, What skills do you think you might need to upgrade in order to get the results that you re looking for?
2 Now they hadn t even been thinking about skills, but this is now another piece of the gap. Without these skills, they re less likely to get where they want to go or it s going to take longer or go slower. This is another piece of why they need help. You could even come up with a list of the types of skills that people who want to get the results that you re looking for would need. For example, coaches need sales skills, which is what Free Sessions That Sell is. I don t like to call it sales but it is. We re signing up clients. It s influence skills. In my opinion, coaching and selling are actually very similar. Some people would say there s consultative selling, and I would say that this is coaching. In other words, we have a coaching approach to sales. As a coach, you might need sales skills. You might need marketing skills. You could need leadership skills. If you re a weight loss coach, what skills does somebody need who needs to lose weight? They need the skills of discerning healthy foods and not healthy foods. I don t know. Honestly, there are not a lot of skills when it comes to losing weight. There is definitely having a vision. There is definitely having a plan. Then there is the final two that we haven t gotten to yet, which are optimizing your environment and mastering your psychology. Four of those five are really powerful. If you re a weight loss coach, you might not use skills very much, but it might be eating out skills and how to go out to eat and still be able to discern what s healthy and what s not. The fourth one is optimizing your environment. Again, that s really all about removing friction so that success is easier and adding in friction to make failure harder. I talked about cleaning up the kitchen so you don t have to use discipline to keep yourself from having the foods that you want. Naturally, the healthy foods are here. You don t have to say, Ugh, don t eat that chocolate! Oh, just one! Okay one more. All right, I m just going to stop at three. Then before you know it, the whole bag is gone. We want to eliminate that. That s very powerful when you talk about weight loss coaching. For some other kinds of coaching, it may not seem as relevant. Honestly, you re welcome to leave that one out completely. It s definitely a lot more esoteric. It s also extremely important. It s something that I would recommend you address at some point with your clients, just to make sure they ve cleaned out that environment or at least have some awareness of it. I also shared the example of getting rid of television because of it being a distraction and that it was slowing me down personally from having the success I want and creating friction. I had a quick sit down and watch TV, and before I knew it, it sucked up a bunch of my time.
3 The fifth one we help clients do is master their psychology. Again, if you re a consultant, you might not do any of this stuff. That s okay. On the other hand, if you re a healer, you might do all this stuff and you think, I don t do any of this stuff. Well, I think we need to do all five things. Focus on and explain the ones that are the things you are definitely doing, but consider adding all of it. I ll tell you, if people are struggling, it s one of those five things or multiples of these five things. And if you can cover all of them, then your clients are much more likely to get the results that they want. This is really important. What you want to do is ask people after you explain each part, Does that make sense? Do you have any questions about that? Does that sound like it would be helpful for you, or does that sound like it would be valuable to you? We want to make sure that we re on the same page and that they re following along with us. That s why we just keep asking, Does this make sense? Do you have any questions? Does this sound like this would be helpful to you, or does this sound like it would be valuable to you? The other critical piece is that as you are explaining these five steps, that where applicable, you relate these back to the challenges that they mentioned. If they mentioned that they didn t have a plan, then when you talk about strategizing your actions, you say, You know how you mentioned you don t have plan and that s holding you back? One of the things we re going to do is create an action plan for and here s how we re going to do that. One of the things that you mentioned that was holding you back was this fear of talking to prospects (or fear of going to networking events, or fear of public speaking). We re going to work through that. I ve got this X, Y, and Z tool and it helps you resolve those things. We ll do that together. In fact, it shouldn t take too long. Another thing that you can do as you re explaining this, or after you re done explaining, is to create a customized coaching plan. This is sort of an advanced move. You don t need to do this, but as you get comfortable and you start working with people a lot, you canknow how things are going to go. Based on what they ve shared and what they need to work through, you can lay out how you think the coaching is going to go. You could even say, Over the first few weeks what we re going to do is really focus on that action plan and then we re going to get right to helping you overcome your fear of. You might have things that don t even fit into those five categories, per se, or they do. For example, with my clients, I ll say, Other things that we re going to do will be that I m going to look at your marketing materials and give you a marketing materials review. I might actually dictate some marketing copy to you so you can just record that, take it and use it. I m available via e- mail. You can e- mail me in between sessions and I can take a look at this or that.
4 We want to talk about whatever is going to get the results. For coaching, the 5- Step Client Breakthrough System is great, but you can pepper in some other things to that or you can customize it. Bottom line, you need to explain how your coaching is going to get them the results. That s all that needs to happen here. It s the most important thing that needs to happen. In fact, most people struggle to explain coaching. Try to explain it by saying, Tiger Woods has a coach. Michael Jordon has a coach. Everybody needs a coach, or Coaching helps you get from where you are to where you want to be. Those general explanations really don t cut it. This is the best way to explain coaching. Explain it by what it is going to do for them and how it is going to help them get the results they want. This is really the only time I explain what coaching is, how it works, or what I do, etc. Now, you ve gone through all five of these things. Does that make sense? Does that sound like that would be valuable to you? Great. The next thing people usually want to know is the structure of how coaching works over the course of the year and how often we meet, etc. The logistics side of things. Is that something you d like to hear about? Again, we re checking in to see if they want to keep hearing. Of course, they re going to want to, and even if they wanted to, even if you knew they would want to, it s still powerful to keep checking in and keep getting more permission that they want to hear more, because the worst thing we want to do is be giving some really long presentation This is all about me. This is where I went to school. This is where I grew up. This is all the training I ve had, all the stuff that prospects don t care about that many of us coaches do think is important like, I wrote this book. I m so important. This is why I m so good. They care about themselves and getting the results that they re looking for. They re not really caring about you and they don t need some big, longwinded explanation of anything. We want to just keep checking in. We make this a dialogue not a monologue. Would you like to hear about the logistics of how often we would meet and stuff like that, if we do end up working together? They usually say yes. 99% of the time they re going to say yes. Every once in a gazillion sessions that you do you might get somebody who says, No, that s okay, and honestly you probably would have realized that way earlier because people like that are usually closed and not very open when it comes to answering a lot of these questions. Honestly, if you get that and you notice it earlier, just end the session sooner. You can use the 5- Step Client Breakthrough System. You can use that as an assessment earlier in the challenges. If they re not giving you a lot of challenges you can say, How are you doing on this? Rate yourself on a scale of zero to ten. Where are you on having a crystal clear vision for your business? Where are you on having a plan on a scale of zero to ten? Where are you on your
5 skills? Any skills that you think you might need to upgrade? Where are you in terms of environment? How about mastering your psychology? Are there any areas where you have some doubts or fears? If people aren t willing to go there with you on those questions earlier, by the time you get to the point where you could ask them what was most valuable instead of doing that, because they might not even find anything valuable you might just wrap it up right there. Or you might just say, What did you find most valuable? and then say, Thanks. It was great getting to know you, and cut the thing short. Most of the time, you re going to get people who want to hear more and more. If they want to hear the logistics, then you explain your logistics. For me, my logistics are that I meet with clients on average about three times a month for 45 minutes at a time. I say on average, because sometimes I travel or something comes up and we don t end up meeting three times, maybe we end up meeting two times. Sometimes, if I m around, and I m not traveling and I m more available, then we ll meet four times. On average it s going to be about three times a month. I explain that up front because I want them to know that it s not a finite thing. If they wanted to say that it s 36 sessions a year, if they want to do the math on that, that s fine. I want there to be flexibility for me, because I need it, so I say three sessions a month. But my intention is that pretty much every week we re going to meet unless I m traveling or on vacation, then it might be less. During those sessions we re going to work on those five things. Not all five in every session. My feeling is and this is where you might explain that customized coaching plan probably in the first couple sessions we re going to get really clear on. For me, if I was working with a client, I d say, The first thing we re going to do is get you really clear on niche markets. We ll get that figured out hopefully in the very first session but if not, in the first couple of sessions. Then we ll create a business plan, action plan, or marketing plan for your business. We re going to break that down so that you know over the course of the year, this is where we re headed. Over the next 90 days, this is what we re going to be focusing on. Over the next 30 days this is what we re going to be doing. Day in and day out, you know exactly what you need to do every day. Then we re going to start working on that inner game stuff. You had mentioned.this is where we re going to do that. We re probably going to get to that in the third of fourth week. In the second or third month, we ll get to that and make sure that all gets cleaned up so you can feel on fire and really take charge. Does that make sense? Does this sound like what you would need? Does this sound like this would be helpful for you?
6 Great. Do you have any other questions about how the coaching would work or anything like that? When you say that, sometimes people will say, What s the investment? That s great. This is exactly when we want to have them ask that and I prefer to have them ask that. On the other hand, if they don t ask that, then I usually bring it up and say, At this point a lot of people are wondering what the investment is. The investment is. And you tell them what the investment is. I usually tell them the year fee and the monthly fee. Or I ll do the monthly or full- pay. I also have special pricing for people who go for it right now during this call. Would you like to hear that, too? You can do special pricing and special bonuses. I also have special pricing and special bonuses for people who decide to go for it right now during this call. Would you like to hear about that? If they d like to hear about that, then you can tell them. And I would start with the bonuses and then the special pricing. Bonus number one is you get access to this XYZ program that I created, normally clients pay $5,000 for that (or $2,000 or $200) and you re going to get that for free. I d be careful, though, because if you tell them about these programs as bonuses, they might think, Let me just get that program. You want to be careful with this, test this out and see how it works. Bonus number one could be more time with you. Bonus number one is we re going to get together for a half day, either in person or over the phone, and we re going to spend a half day together getting a quick start. During that first half day we ll probably rock out your niche, create the plan, and start working on some of those biggest inner game things so you can just burst out of the gates. That could be a huge bonus. You could make that only a full- pay bonus. There are a lot of different things that you can do here. For simplicity s sake, let s forget the bonuses right now, and just focus on the special pricing. What should that special pricing be compared to your regular pricing? The real question is: what should that regular pricing be compared to your special pricing? You want your special pricing to be the amount that you actually want to get paid and the regular pricing a bigger number so that there s an incentive for people to go for it right on the spot. You don t want to have your regular pricing and your special pricing be worlds apart. The regular pricing is $1,000 a month, but if you decide to go for it right now, it s only $200 a month. That is going to seem really weird and it s not going to jive with people. On the other hand, you want it to be big enough that it s enticing. If your regular pricing is $1,000 a month and the special pricing for people who go for it right now is $975 a month, that s so insignificant that people probably will want to take the time to think about it. There s no urgency here. If your coaching fees were $2,500 a month as the regular and $1,997 for
7 people who go for it now, that s a pretty big discount and a pretty big savings, but it s believable. It feels authentic, but very enticing. Let me give you some other examples. Let s say your regular price is $1,000 a month and maybe your sign up now price is $750 a month. I don t know if it s 25%. Maybe in both cases it s about 25%. If you went somewhere between 20% and 30% you re probably in a good safe zone. I like to keep the numbers pretty round, so that they don t end up being $3,000 a month or $2,657 a month. That just gets crazy. What I haven t mentioned is the special savings for people to full- pay. If you re coaching people for six months at a time (or even if you re coaching people for a year at a time) if you re charging $1,000 a month for six months of coaching, and this is your sign up now pricing, then your sign up now full pay might be $4,997. So it saves them about $1,000. That feels pretty good. Some people are going to go for full- pay. Most people will go for a pay plan. Maybe 30% will do full pay in that scenario. Here s something else to keep in mind. Would you rather get all the money up front or would you rather get paid over time? If you really want to get all the money up front then you can make the discount really enticing for people or the savings really enticing for people who decide to full- pay. It still isn t going to ensure everybody does, but you ll end up with more people doing it. You just want to decide what s right for you. The benefit of getting people to full- pay is then you know they ve paid the whole amount. If people are paying monthly, there could be some challenges that come up down the road and they think, Maybe I need to save some money here. Maybe I ll just stop the coaching. Or I ll see if we could take a break for a month (or forever). We want to be careful with that, too. I have gone back and forth on this one. For a while I thought, I make more money in payment plans. I m totally cool with that. Plus, I like the steady, even cash flow. Then I went back to Let me get all the full pays as much as I can, and I tried skewing things that way. I ve gone back and forth. You need to decide what s right for you, same as with everything here. But when it comes to picking out what the package looks like, you re definitely going to want to make that decision for yourself. Here s what it would look like: The investment in coaching is just $2,497 a month for 12 months, which you can just pay monthly or you can do full- pay for the year. If you full- pay, then instead of $2,500 a month for 12 months, the investment is just $19,997 for the year, saving you $10,000. That could be really compelling. That s a pretty extreme price discount. You could just go with straight, round numbers for the regular pricing, and then for the special pricing, you can go with $997.
8 So, for the regular pricing you might go in round numbers. $2,500 a month or $25,000 for the year. I also have special pricing for people who decide to go for it right during this call. Would you like to hear about that? If they say yes, then you say, Great. Instead of $2,500 a month, it s just $1,997 a month. And the full- pay, instead of being $25,000 for the year, is just $17,500. Which of these feels like the better fit for you, full pay or pay plan? And then you wait. You don t say anything. You just let them think. Give them all the time in the world. Here s where they might come up with some objections. If they don t have any objections, then they ll just say, I ll just do pay plan. Great. Let me get you entered into the system. Then you take their information and take their payment, What card would you like to use? Let s schedule our first official session. Get that scheduled and tell them about any prep materials you need them to do, an intake form, or your prep e- mail, and then say, Congratulations! I can t wait to get started working with you. Bam! But, if there are objections, then you re going to want to know how to handle those and we re going to get to those in our next segment.