Transcripts: Session 2

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1 Transcripts: Session 2 Christian Mickelsen, Session Leader Tonight is Free Sessions That Sell and this is how to get perspective clients to become actual paying clients that last for a long period of time. And this process can be used to enroll clients even if you re a brand new coach. This process can be used if you ve been coaching for years and you d just like to get more prospective clients to hire you from the free session so you have a higher conversion rate. This is also for people who have been coaching for a while. Even if you have a higher conversion rate, a lot of what you ll learn on this call will help you to increase that even more as well as if you ve been thinking about charging higher fees. This is going to help make it easier for you to be able to charge practically any fee that you want. Now, of course, certainly not every person is going to be able to hire you depending on your fees, but this process is the best most certain way to get the highest number of people to hire you out of having a free coaching session. I should actually say an introductory coaching session, because it doesn t have to be free. I know people who charge for their introductory coaching sessions and that s actually not a bad idea if you have a pretty big data base and you don t want to have session after session. In fact, someone that I know, one of my clients, sent out a free session offer to her list and got over 70 people wanting to have a session with her. That s a lot. I d say she s almost at the point where she would either want to charge for it or prequalify people in some way before she has those intro sessions. So tonight we re going to cover the Free Sessions That Sell process in depth. But there s a lot of different little variations that you can build into Free Sessions That Sell to create more value for prospective clients and there s reasons to create extra value in the free session, but you don t always have to do it. So tonight we re going to go really bare bones: the very essence of what the Free Sessions That Sell process should be. And then in future calls we ll be talking about different variations and other ways to add value and different things that you can do during the session. Now the first thing I want to talk about is some of the mistakes that people make with introductory coaching sessions. These are all mistakes that I ve made millions of times myself in developing this process. The first mistake is trying to solve their problems during the introductory coaching session. Now the reason why this is a problem and why this is not a good idea and why this is a mistake is because trying to solve their problems or trying to coach them and help them achieve something in the intro coaching session can be helpful there s no doubt about it. But if someone wants to lose 30 pounds, 50 pounds and you re a weight loss coach, what are the chances that they re going to lose those 30 or 50 pounds on that coaching call? Zero. If you re a business coach and you coach business owners and they want to grow their business by an extra $250, this year or by an extra $1,000, this year, what are the odds that you can help them make that happen during that intro session? Well, the odds are zero. They re not going to be able to make that happen in one session. Same thing if you re a relationship coach and you help people who are single to find their soul mate, or something like that. What are the odds that by the time the call is over, they re going to find their soul mate? Well, again pretty close to zero. You know, unless you really hit it off with that prospective clients from the start and you guys are meant for each other, then maybe. But pretty much it s zero.

2 So, as much as I love coaching and as much as I really believe in the power and how much impact we can have in one coaching session (I have seen dramatic transformations for people in one coaching session), I believe even more whole-heartedly in clients getting long-term, sustainable results. Sustainable change. And that s why I m a firm believer in long-term ongoing coaching which is one of the reasons I recommend that we let clients hire us for a minimum of 6 months or better yet a year at a time, depending on what target market you coach. So people want to see long-term results and we want to help them get the long-term support that they need. So the biggest mistake is trying to solve these problems during that free coaching session and I ve done that many times. I used to bust my butt trying to make people see the value of coaching and trying to knock people s socks off and have them go Oh my gosh! This was so good, I need more of this. And the truth is that doing it this way can actually work. You can get clients from this. In fact this is the way most coaches do it. Most coaches, first of all, are struggling to get clients. But even the coaches get some clients and maybe don t have enough or don t keep them long enough or get the kind of fees that they d really like. So, it does work the way that I just described. In fact, I ve gotten clients doing it that other way, but I had to do free session after free session after free session and eventually somebody would end up hiring me because they could see that their problem was much bigger than whatever we worked on and they could somehow kind of connect the dots. You make it so much harder for the prospective clients to see your value by doing it that way. The other mistake is just trying to prove yourself and prove your worth during the Free Sessions That Sell process. We don t really need to do that. And, you know, there are some others: being attached to the outcome, hoping that that client is going to hire you, and being attached to that particular client working with you. And then another one is fear of rejection. Fear of rejection isn t a mistake per se, but the mistake is the illusions that create that fear in the first place. We aren t going to really address any of that part tonight, but we will work on this in future sessions because mastering your psychology about the Free Sessions That Sell process is going to be instrumental to you being able to be very effective with it as well as instrumental to you feeling very comfortable with it. So those there are some of the mistakes that people make with the intro coaching session and in a second I ll share with you exactly the Free Sessions That Sell process. So first I m going to explain what the Free Sessions That Sell process is and why it s valuable. The first reason why is because coaching in general is a very powerful thing because most people will never get to be the #1 primary focus of a conversation. You know, unless you had some huge successful thing happen like you just got married or you just won the lottery or if something horrible happened people will give you a lot of undivided attention. But still then, if something happened like maybe you had a death in the family, you get to be the center of attention and people get to hear what you re going through. But give people 5 minutes and they ll tell you about how they went through something similar. It s kind of human nature and there s nothing wrong with that. It tends to be the way that we are. But when it comes to coaching, when we can give all of our focus and attention and our presence to the person on the other side of the phone, powerful things can happen. And the same is true for the Free Sessions That Sell process because the person on the other end of the phone gets to be the 100% center of attention. I ve actually had many people tell me that they ve gotten so much value from the Free Sessions That Sell session. So,

3 it is extremely valuable. I ve had marketing experts with gigantic lists have a free session with me and tell me that it s one of the best sessions they ve ever had, paid or otherwise. So, it is a very, very valuable thing for the prospective client. This isn t really about trying to sell anything. This is about trying to help people. You want to help them in the moment and help them long term. Another reason why the Free Sessions That Sell process is so valuable is because it sets them up to see the long-term value of coaching, which is almost impossible to do by just giving out a sample session of coaching. So here s how the Free Sessions That Sell process works. I m going to outline the 7 steps to the Free Sessions That Sell process. I m going to tell you what all 7 steps are right now and then I ll give you some sample questions that you can ask during the Free Sessions That Sell process. Then later we re going to do a Free Sessions That Sell demo that you can actually watch in action. So the first step of the 7-part Free Sessions That Sell client enrollment system is: 1. Connect 2. Dream 3. Impact 4. Challenges 5. Impact 6. Turn Around 7. Presentation for Coaching So let s talk about Step 1. Step 1 is really just about getting rapport and developing a connection with a potential client. And you can do it by asking one simple question: Tell me a little bit about x. And when I say x, it means whatever topic you coach people on. If you re a business coach, you would say Tell me a little bit about your business. If you re a relationship coach, you would say Tell me a little bit about your relationship. If you re a weight loss coach Tell me a little bit about your weight loss challenges or your weight situation or something like that. Now you want to be careful that this doesn t turn into an hour long conversation. Some people can take that one question and run with it for an hour so you have to be careful not to let it go too long. So again, that s why I say Tell me a little bit about it. Or, you might also say If you could just kind of give me a quick snapshot in about 90 seconds to just tell me a little bit about your business or a little bit about whatever it is that you coach people on. That s Step 1. Very simple. I think everybody on the call feels very confident that you can do Step 1. Step 2 is the dream. The dream is really important. This is why people hire us. This is the first piece of why people hire us. They hire us for 2 main reasons and the first reason is the dream. They may not even be very clear on their dream and that s part of why this is valuable. It helps them to get some clarity and so a great question to ask to help them come up with their dream is If you could waive a realistic magic wand, where would you like your business to be in 12 months? Or, Where would you like your health to be in 6 months? So, you want to ask that question and you want to ask it specifically in however long of a term you re coaching them. So if you coach people for a year at a time, then you want to have them get clear on their one year goals. If you coach people for 6 months at a time, then ask them where they d like things to be in 6 months. When it comes to the dream, you really want them to get clear on what it is that they re trying to achieve. Sometimes people don t know and so you might have to ask them a couple of times. Is there anything else that you d like to accomplish in the next 12 months? Is there anything else that you d like to accomplish? What else would be

4 important for you to accomplish in the next 12 months? So you can ask this several times. The more you ask it the more clarity people have and also the more different dreams people have. They might start dreaming bigger. They might start dreaming in other directions. So, you can ask this question 3 times and maybe even a little bit more. As you do this more often and as you practice this a few times and as you start doing this process, you ll kind of be able to gauge how many times to ask that question. The bigger the dream that somebody has, the more reason they want our help. So that s Step 2 which is the dream. You want to build the dream. Step 3 is help them see the impact of actually achieving their dream. So, people who know that they want something but they don t necessarily always realize how much their life is going to change is a habit. So a great question to ask there is If you had all of this (meaning all of the stuff that they just described) in just the way that you d like to have it, what would that do for you? So now they re going to start thinking about Wow! If I had an extra $250,000.00, what would it do for me? Well, I d be able to put my kids through college, I d be able to let my wife stay home from work. I d be able to take more vacations. I d be able to pay off some of my debts. I d be able to do all sorts of great things. So impact is really important for so many reasons because we want to, you know, stir up their excitement about achieving what they want because the more excited they are about what it is that they want, the more motivated they re going to be to make it happen. Even if they don t work with us and no matter how good you get at this, not every single person is going to hire you. Unless you prequalify people to Nth degree, then maybe you could get a 100% close rate. But, again it s not all about that. We re not trying to close people anyway. I don t really like the term closing. So, the more motivated we can get people to be, the more likely they are to actually go take action and change their life and make an impact. There are other questions that you can ask them too, like: What else would that do for you? If it s a money goal, you could ask them What are you going to do with some of that money? and How are you going to spend it? This is so they can see the reality of having that money and what they would do with it. Well, I d go on a vacation. I d do this. I d do that. And then you can actually deepen that with another follow-up question, too: What would be the best part about having that? And then you could ask why: Why would that be the best part? That just gets them to get so deep into being motivated for what it is that they want to achieve. Actually, some of these questions I ve learned through NLP and hypnotherapy. So these are actually techniques that help people make change. In order to help people make change, we want to get them very motivated for what they want and very motivated to move away from what they don t want. The more motivated they are, the more likely they are to get what they want. So that s Step 3: Uncover the impact of having the dream. Step 4 is discover the challenges. Step 4 is really all about challenges. So all you have to do is ask What do you think might be some of the biggest challenges that could be slowing you down, standing in the way or stopping you from being able to achieve those things that you re looking for? What do you think might be and what do you think could be are really soft words. It makes them very easy for people to open up and share challenges. Sometimes people want to seem really successful and they want to seem really strong and they don t want to be too vulnerable. Sometimes people might close up and try to be really macho and not tell you what their challenges are. And again I d start with the softest ones: slowing you down, standing in your way and stopping you. It goes soft, soft, hard. So that in their mind they re already hearing the soft, soft, hard.

5 So what that does is it keep their defenses down so they feel very connected and open to you. People having defenses in your coaching is not good. When people s defenses are up, they re not very open and if people are not very open, it s very hard to help them. If they re not going to tell you what s going on, it s going to be very hard to do anything that will be of any good to them. And that s true both in an introductory coaching session as well as in paid coaching that you ll be doing with them down the road. You want to ask that question several times 3 times, 5 times. There s not an exact number of times you want to ask it but you want to ask it so they just cannot come up with any other challenges. If they only come up with one or two challenges then there s actually a way you can probe for more challenges and we ll talk more about that in a future session. But for now, the more challenges you can get them to come up with, the better. So you want to ask that several times and again this is what s going to motivate them. They re going to see the impact of these challenges and also this is about uncovering the hidden challenges. The more times you ask it, the more they re going to go deep into the recesses of their mind to find some other thing that could be stopping them that they may not have even realized. In fact, often times what we think is stopping us are just some surface-level sort of things and what s really stopping us is some deeper things. And when you keep asking, people have to keep going deeper and deeper. The more of this stuff that we can come up with, the more likely they are to make change and the more likely they are to see the value of what we have to offer and how we can help them and for them to want to hire us. So Step 5 is impact again but this is the impact of the challenges to reveal the impact of the challenges. So what we need to do here is we need to ask them How do you think these challenges are impacting you? What do you think the impact of these challenges could be? You want to ask a question like that and now all of a sudden they re going to look at it and say Well, it s keeping me from achieving my goal (which might be obvious, but maybe not). But if you ask that again, What else do you think the impact of these challenges are having on you? Now they re going to look a little deeper. They might look at Well, you know it s upsetting me. It s frustrating me. It s keeping me up at night. I m worrying. You know, that sort of thing. And then another part on the impact section is you can ask them How do you think this is affecting other areas of your life? So, maybe they re working on weight loss but how are these challenges keeping them from being able to lose weight? How are these challenges affecting other areas of their life? When you start bringing in other areas, they can see Wow! Oh my gosh! I don t feel confident with the opposite sex. I m still single. I m having trouble dating. They can start looking into different places where this impact is really hitting them. And again this is really going to wind them up to make change. So even if they don t hire us, by the time they re done with the session, they re going to be much more committed to making change than they would have been before they got on the phone with you. You can also ask What s the worst part about having these challenges? or Which of these challenges is the worst one and why? or What s the worst part about having all of these challenges? And then it goes deeper and it gets bigger and it becomes more of this destroying their life in so many different ways. They can start seeing Wow, this is the worst part and they re not getting something huge that they want the bigger picture of what they re looking for. So that s Step 5, revealing the impact of their challenges. Step 6 is the turn around. The turn around is simple. You just ask If you could overcome these challenges and flow freely towards your goals, what would that do for you? When you ask that question, now all of a sudden they re able to dream even bigger because now one of the things that keeps us from dreaming big is all these challenges that we have and we feel like we re stuck here. So we can dream a little bit but we can t dream that big because of all these challenges standing in the way. But

6 when you can actually have them imagine overcoming the challenges and achieving their results, now they are able to dream bigger and most people feel like it s such a huge relief like Oh my gosh! If I could overcome these challenges and flow freely towards my goal, I d feel relieved. I d feel fantastic. I d be living my purpose So it can really bring them back up. When they think about the dream it gets them really up and excited. Then they think about the challenges and it brings them really down. I don t really want to leave people feeling down so it s really a great way to bring them back up. So that s the turn around Step 6. If you could overcome these challenges and flow freely towards your goals, what would that do for you? Again, they re imaging it and already imaging the impact of it so we re kind of like sandwiching them together. Imaging the turn around and the impact all at once. That s Step 6. Step 7 is your coaching presentation. So there s a little thing between when you ve taken people through this process and your coaching presentation. You need to ask one very powerful, magical question. Say: I have a coaching program that s designed specifically to help people overcome these sorts of challenges and achieve these sorts of goals. Would you like to hear a little bit about it? Now this is one of the things that I call a magic phrase or a magic question. It s magical because it tells them that it s exactly to help people in their situation and it puts everything in their court to decide whether they want to hear more about it or not. So it s very open, it s very non-attached. It s very no pressure. And that s one of the places also where people make mistakes in the intro session process. Sometimes people learn sales techniques and they try to pressure people into coaching. That doesn t work. I am a zero pressure sales process. I don t want to create any pressure from me that I want them to hire me for my sake. I want to create internal pressure within them that makes them want to hire me for their own sake. The truth is, I really only want them to hire me for their sake far more than I want them to hire me for my sake. I know it s great to have extra income, but for me it doesn t matter whether the income comes from them or some other client. I know how powerful coaching can be so I want them to get the coaching for them so that they can get the results that they re looking for because I know that coaching is absolutely the #1 best thing that they can do for themselves. It is the most powerful force for change on the planet. Coaching is the most powerful force for change on the planet. Because I care about people, I want them to get that support. If they want to change, then I want them to have coaching. Whether it s my coaching or anyone s coaching, I want them to be coached. Again this question makes it very open and leads in to the presentation. So that s a question that goes between Step 6 and between Step 7. We haven t started the presentation yet. It just basically opens the door to give a presentation about what coaching is and how it will help them. So before I get into the presentation, I m going to open it up for questions and see if you guys have any questions about what we ve covered so far. Any questions about what we ve covered so far? Christian, this is Scott from New York. How are you? Great! How are you Scott? Alright. So would you then create a program on the spot based on their answers or is it that you ve named your free session ahead of time and you ve sort of prequalified them with the name of the session and what not that we talked about last week?

7 Yeah, I think what you re asking is since I kind of have a program designed specifically for them, well that program is actually called the one-on-one coaching. OK? Now there s actually something called the customized coaching plan and that s something that you can actually do during the presentation process. You can definitely create a customized coaching plan. It always depends on how long the call is going. I really just stay present and stay in the moment and feel whether I need to do it or not, #1. And #2, it s something that generally is going to take a little bit more coaching experience so if somebody is brand new as a coach, this would be pretty tough to do. But if you ve been coaching for a long time, it would probably be very easy to do. And I ll say what my customized coaching plan is right now and then I ll tell you later where you might put it in to this presentation process. A Customized Coaching Plan is basically when you know what the client is trying to achieve and you know what their challenges are and you can kind of just give them a rough estimate guideline of what you re going to be doing specifically: In the first couple of sessions we re going to work on this. And then sometime within the first 4 to 6 weeks we re going to start working on that. Within the next 90 days, we re going to do this. And then as we continue, we ll keep doing some of this other stuff. Now I said this, that and other stuff but I would actually give specifics. Does that answer your question? Yes it did. Thanks. OK, great. OK, I m going to mute the line again. Alright, let s move into the presentation process. So the presentation actually has 3 pieces to it 3 main pieces and 4 if you do the customized coaching. The 3 main pieces to the presentation are what is coaching and how coaching works. That s Part 1. Part 2 is the structure of coaching and what they get specifically in terms of time and how long and how often and all that stuff. And then the third part is the pricing. You re guaranteeing their pricing. So the first part of the presentation is when you talk about the 5-part coaching methodology. OK? Now, you can create your own coaching methodology and you can alter this all you like, but I really recommend to do it just exactly as it is with this system. Do it at least 20 times before you start trying to change it up. The reason I say that is because this is the tried and true process. This is the way that works. I ve test it literally hundreds and hundreds and hundreds of times over the last 9 years that I ve been coaching. I ve had many other coaches use this and test it out and try it out and the feedback I ve gotten is when people try to make it their own thing which is a good thing to do, but when people try to make it their own thing before they ve mastered it, the effectiveness goes down. I actually just had someone recently tell me that she tried doing variations of it with some mediocre success and then she went back, re-listened to it and then started doing it exactly the way that I do it and her success rate went way up. So, let s use this 5-part methodology. These are the 5 things that we can do as a coach. Anything that you ve learned as a coach if you ve already had any other coach training program, any other coaching training, tools or techniques or anything that you ve learned to help someone make a change or to help someone in any way has to fall into these 5 categories. So these are the 5 things that help people as their coach. This is the 5 part coaching methodology. So Part 1 is, and I m going to actually say this as if I was explaining this. So, let me go back to that magic question, that magic phrase and then we ll go into the sales presentation Part 1. So I told somebody I have a program designed specifically to help people overcome these sorts of challenges and achieve these sorts of results. Would you like to hear a little bit about it? I don t know if I ve ever heard anybody say no.

8 Pretty much everyone or really everyone is going to say yes they d like to hear a little bit about it. When you say little bit it makes them feel like they re not in for some big, long, high-pressure sales pitch. Then you just say I m going to share a little bit about it. This is what you say, OK, well there s 5 things that I help clients do. I also insert in there how long I work with clients. I sneak it in. I say I work with clients for a year at a time and these are the 5 things that I help my clients do. The first thing I help my clients do it clarify their direction. And so explain what that means. I ll usually tell them that we ve already done some of it because we did that at the beginning when they were talking about their dream, but I might say It might make sense to get a little bit clearer and more specific with some of your goals. And I might even ask Does that sound like something that would be valuable to you? Does that sound like something that would be helpful for you? Just so that I can stay connected with them and see if this is something they re interested in. And then I ll tell them, The second thing that I help clients do is I help them to strategize their actions. What that means is that we re going to create a plan customized for them so that they know exactly how they re going to get from where they are to where they want to go and so that they always know what they re going to be doing every week and so they always know what they need to be doing each day. So they re doing the most effective things possible so they re never wondering What should I work on? What should I focus on? What should I be doing? So that s the second thing And then I ll ask them Does that sound like it would be valuable to you? We want to remember what their challenges are. In fact, I take notes during my Free Sessions That Sell process and you can use a field guide for Free Sessions That Sell which lists all the questions and you can just write in their answers on the field guide if you want to. So not only will I ask them if this sound like it will be valuable, but I ll look back at the challenges that they ve listed and if they said that they didn t have a plan, I ll absolutely say Remember how you said you didn t have a very clear and specific plan? The second thing that we do is that I help people strategize their actions. What that means is that we re going to actually work together to create a plan. So we want to tie these 5-part methodology points back to the goals and challenges that they already talked about. OK? So the third part of the 5-part methodology is upgrading skills. So if they maybe mentioned some skills that they are lacking maybe it s presentation in speaking skills maybe it s sales skills maybe it s leadership skills maybe it s flirting skills if you re a dating coach or maybe it s an effective exercise (and they may have already mentioned something and again maybe you can tie it over to something that they mentioned) you could actually say You mentioned this and I help people upgrade their skills so this is where we could actually work on helping you improve in that area. Now, if they didn t mention any skill areas that you could help them improve on, then you could just mention that it s something that you work on and then you could ask them Are there any skills that you think if you were better at them that you would be able to carry out your plan and achieve your goals even easier and maybe even faster? Then they can tell you what those would be. Now sometimes people don t know and if they say they don t know then that s OK. You say Hey, that s alright. That s something that we can kind of surface. I ve got some checklists of some potential skills that people might need to upgrade and I can send them over to you. Or, if you already know your target market, you may already know the different kind of skills that they may need. If you re a leadership coach you might already know that they need leadership skills, communication skills, team building skills, influence and persuasion skills, listening skills, whatever. I m not a leadership coach per se but I m just kind of coming up off the top of my head with ideas. And you don t have to do that but you might already know. So that s the third point of the 5-part methodology. And again you could say Does that sound like it would be valuable to you?

9 The fourth thing that I help clients do is to optimize their environment. And environment is one of those sneaky things that impacts us in ways that we may not even realize. Optimizing their environment is one of the most (track 7 2:15) sort of thing. It s one of the least sort of concrete to sort of topic to explain. So I usually just explain that by giving examples that I ve had in my own life. I explain how if I m trying to lose weight I don t want to discipline myself to stop eating junk food. I want to clean out my kitchen and home environment so that they just aren t even there. Why willpower myself and why try to fight my desire for the chocolate chip cookie? Why not just eliminate it? I also talk about how when I eliminated television from my life, my income doubled every year for the last 3 years and how powerful that can be. And sometimes you realize the impact something s having on you. And you can quickly tell them the different types of environments, the people they surround themselves with, their physical environment like their work, their office, etc. and their ideal environment. Those are the three main environments that I would mention. And I would just ask them Are there any areas where you think we might be able to optimize your environment that would be helpful to you? And then they might suggest something and if they don t, then you could say That s alright. We can look into that a little bit more down the road and see if there are some things we could do to make things better. Again, you can optimize your environment by adding things into your environment. Like for me I got a personal trainer or I got a nice new desk or stuff like that. Or, you can optimize your environment by subtraction of taking things away. So I do my best to keep that one really short because that one kind can of turn into a little tele-class about environment if you re not careful. And every now and again I might even just skip that one depending on time. And the other thing is that if you re going to skip it, you don t want to tell people there are 5 thing and then only tell them 4. Although I have done that and people usually don t necessarily follow the numbers. But I like to give them you know, #1, the second thing, the third thing, etc. And then the fifth thing I work with clients on is helping them master their psychology. So you mentioned you have a fear of public speaking and that you have to speak all the time at your job. If you want to climb the ladder, you know that you need to improve in this area. So one of things that we can do is we can work together to master your psychology about public speaking. I can help you overcome those fears, doubts, any limiting thinking and beliefs you might have about public speaking and we can work on those in our coaching so you can feel much, much more confident and more comfortable. Actually, you might even get to a place where you might even feel totally peaceful about public speaking. There may be some other areas where it would be helpful for you to master your psychology. Does that sound like it would be valuable? And then they usually say yes and then you might say Are there other areas where you think it could be valuable for you to master your psychology? And again, when I mentioned that if people don t list a lot of challenges in Step 4, I might even bring up the 5-part methodology and just say Here are some of the different areas where people tend to run into challenges. Let me know if there are any of these areas where you think you might have some challenges. So this is where you can use that 5- part methodology as a little mini assessment to have them even check-in with themselves about challenges way earlier in the session. So you tell them about mastering their psychology and Does that sound like something that would be valuable to you? And they usually will say yes. Then I ll say Great! Do you have any questions about what I ve explained so far? And they ll usually say no or

10 if they do, then we want to just answer any questions that they have. Or they might start asking you questions about coaching like how often you meet which is really what we re going to get into next anyway. So if they ask a question about that, you just move into the next part and the structure of your coaching. If they say No, I don t have any questions then you could say Well, a lot of people like to know the structure of coaching at this point in terms of how often we meet and for how long. Is that something you d like to hear? And again we want to keep asking them the question if they want to hear more because we want to put it on them. We want to make sure that they re in control. We don t want to be telling them things that they don t want to hear. We don t want to be giving them a sales presentation if they don t want to hear it. We don t want to make them feel like they re sitting through some big thing that they re not interested in. We want to just keep making sure that they re interested. The truth is that most people want to keep hearing more. So when you keep asking, you keep giving them permission to say no and when you give people permission to say no they feel much more at peace and much more comfortable with you. They will feel much less pressured. So this is where you move into the second part of the sales presentation. I don t even like to call it a sales presentation but more of an explanation of coaching. So the second part of this explanation of coaching is how the coaching is structured. I ll tell you how I structure my coaching but you can set your coaching up any way you like. How I structure my coaching is I ll tell people When I work with clients, I work with them for a year at a time and we meet pretty much every week. We ll have a weekly session. And I ll tell people that I usually take 5 weeks of vacation a year and sometimes you might catch a cold or go on vacation or I might catch a cold or go on vacation so we might miss a couple sessions here or there but we re going to meet together pretty much every week. And our coaching sessions are a half hour at a time. But if you need a little extra time every now and again, if the session needs to go a little extra long, if you need some time between session like if something comes up it s really critical and you don t want to wait until the next session, if you need to get in touch with me or if you want to send me an every now and again that s totally OK. So I really want to create a blanket of support so that over the course of a year, you re totally taken care of. How does that sound to you? People love that! People love that blanket of support. It makes them feel so supported. It s true. That is how I set up my coaching. Now you can do yours any way you like. If you are a relationship coach, you might want to be a little tighter with your boundaries in terms of how often you ll let people call you extra or spend extra time with you because I can just imagine that some clients could be a little needier and might want to call you all the time. You might need to draw a little bit of a stronger boundary with certain target markets some more than others. Also, I highly recommend one coaching package. This is another big mistake I believe that a lot of coaches make is that offering more than one different possibility for their coaching. Sometimes they ll do 2 different options. Sometimes they ll do 3 different options. The more options you create, the more confused people get and how can any potential client have any clue about how much coaching that they need? How could they know? We are the experts about coaching. We know how much coaching people need in order to get the results that they want. How I came up with pretty much every week having sessions is because I used to have 3 packages. I used to have packages where people could hire me for 2 sessions at a month, 3 sessions a month or 4 sessions a month. And guess who I noticed were the ones getting the best results? The people who were having 4 sessions a month.

11 So I basically just set it up so we have sessions pretty much every week. Why let somebody pay you less and get way less? Even if somebody s getting half as much coaching and paying half the price, they re actually only getting a third of the value. Maybe even only 20% of the value because having constant sessions with people creates a lot of value. Now there is a lot of value in skipping sessions every now and again by taking vacations and things like that. It gives the clients some extra space to work on things, to keep thinking through some things themselves but I really am a fan of this particular model. Now some other people like to do an hour or 3 times a month and hey, that s totally OK. If you want to do a 45-minute session or a 90-minute. Whatever you do, it s totally OK and I m OK with that. I support you 100% if you found something that worked great for you. Go ahead and continue it. This isn t about recommending the way to set up your coaching. This is really just to recommend having one way to set up your coaching and only one way. So that s what I tell people. I tell people I work with clients for a year at a time, how many sessions, how long, etc. And then I ll ask them How does that sound? Most people say Wow, that sounds really good. And then they might say Well how much is it? Or if they don t say anything then I ll just say OK, do you have any questions about that? And they ll usually say no or they ll say How much is it? If they say they don t have questions then you could say Would you like to know how much it is? And most people would want to know that. So after you ask the question or they ask you about the pricing, then you say That s a great question. The first thing I want to tell you about your investment in coaching is that I work with clients for a year at a time but if after the first month if you don t love the work that we re doing and if you don t absolutely see that this is exactly what you need to help you overcome these challenges and achieve your goals, then not only do we not have to continue after the first month, but you can have a full refund of every penny that you paid. How does that sound? And most people are blown away. That just takes away 90% of the objections that people are going to have. They get taken away right away when you say that. You might say it before you tell them the price, and say How does that sound? And people usually say that that sounds fantastic and then repeat the way that that guarantee is phrased one more time. It goes like this I work with clients for a year at a time. And if after the first 30 days if you don t absolutely love the work that we re doing and if you don t absolutely see that this is exactly what you need to help you overcome these challenges and achieve these goals, then not only do you not need to continue after the first month, but you can have a full refund of every penny that you paid. Boom! They feel relaxed, they feel really comfortable and they feel really excited and they want to try this out. Now they re still wondering how much it s going to cost, but they re feeling really good at this point. And then the next thing you say is So, we actually have two different options. Now here s where you give them options. I don t like options in the coaching package, but I like options on how they pay. I tell people You can either pay monthly or you can do a full pay. If you pay monthly, it s xyz fee. And if you do the full pay, it s this much for the year. So I ll give you an example. If you pay monthly, it s $700 a month. If you do the full pay (and full pay is much better to say than pay in full because with pay in full your unconscious mind is hearing painful so we want to say full pay ) for the whole year and that would be the equivalent of $600 per month for the whole year and that would be $5, (or whatever your fee is). And of course give people a little bit of a price break if they full pay because you re getting all the money up front and now it s far more likely that they re going to actually work with you for the full term. It s great for your cash flow. Even if they re paying a little bit less and you re getting it now, generally money today is better than probable money tomorrow so I do like full pay.

12 But I actually don t want to have it so loaded one way or the other. I want them to just do whatever feels right for them. In fact, after I share the fees, that s where I ll ask them Which of these feels like the best option for you? So I m kind of leading them to make a little bit of a decision towards which one feels like the best fit. Now again that s very soft and it s one of those magic questions. It s a very soft way of helping them make a decision. Which of these options feels like the best fit for you? And then most people are going to tell you which one feels like the best fit. Now they might say Wow! This is so expensive. I didn t think it was going to be this much. I really can t afford this. Oh, man! I d really like to work with you but I just don t think I could do it. Now that s where you can start overcoming objections and things like that. And we re going to actually talk more about overcoming objections next session. We re going to talk about ways to get people even more excited to make the decision to hire you on the spot. We ll talk about those next session. We ll also talk about other variations that we can do with Free Sessions That Sell that could potentially create some more value and more perceived value for the prospective client so we ll talk about that in the next session also. But basically what we ve done is we ve taken them all the way through the Free Sessions That Sell process and at that point after you say Which of these feels like they might be the best fit for you? you just stay quiet and let them think about it and then find out what they say. You d be surprised but a lot of people are going to hire you right there on the spot. They re going to say Well, you know probably the monthly sounds like the best fit. And then you could say OK, would you like to schedule our next session? And if they say yes then schedule it and then say OK, now let me get you entered into the system. That s another magic phrase: Let me get you entered into the system. Let me get you entered into the system is a way of saying we re closing this deal. Now, I don t like using closing the deal and I don t really even like thinking about this in terms of a sales process but I m just mentioning it for those of you who have had sales training so you can sort of see how this all plays in. So here s where you are basically just getting them set up for coaching. So when you say Let me get you entered into the system you just start taking all of their information: Their name. Phone number. Address. address. What kind of credit card would you like to use? What are the credit card numbers? What s the expiration date? Fantastic! Then you tell them what s going to happen next: I m going to send you an and is going to have some forms for you to fill out. Fill out those forms and get those back to me at least a day before our first session. Do you have any other questions about our coaching? And usually they don t but if they do you just answer them. And say Great! Well I look forward to getting started with you on Monday (or whatever day it is) and if you have any questions between now and then or if there s anything you need, feel free to give me a call or send me an . I d be happy to answer any of your questions. And that s it. So I m going to open the line up for questions right now and see if anybody has any. Hello? Yeah! I have a question. You know, I m curious whether you re still behind the whole idea of giving them an even better price break if they sign up on the spot. Are you still backing that? Yeah, I am. That s one of the things that I ll mention in the next call. You ve got to do it in a very specific way so we ll talk about it on the next call. I am a proponent of it. I don t

13 actually do it myself because I just kind of feel like once your fees get to a certain point, creating extra urgency almost kind of seems a little counter productive, but I do recommend it and I ll teach people how to do that. That s the thing I was mentioning earlier. Does that answer your question? Yes. In terms of when your fees got high and it seemed counter productive, is that the only reason why you re not doing it any more? That s the only reason. Yes. OK. Thank you. You got it. I m glad you asked it. We ll get into that on the next session. Does anyone else have any questions? Yes, Christian. This is Robyn and earlier in the session you were talking about strategizing and helping people come up with things and you did use the words: We ll work together to do this. But with the same token, I kind of got the impression that you will actually help the client come up with a list of things to do. And, it kind of sounded like doing their work for them. I just wanted to be sure that that s not something that we ll actually be required to do. Well you are going to like tell the Here s your plan. Let me assure you of that. But let me also tell you that everybody has their own background in terms of coach training and things like that. Every coach training school and program has different philosophies and different definitions of what coaching is. Some people would say You shouldn t help the client come up with any answers. The client needs to come up with all the answers themselves. So let me come right out in the open and tell you exactly what I think coaching is and what it s not and what we should do and what we shouldn t do. I ll also tell you that whatever you decide to do is up to you. You have to decide for yourself how to coach people. My definition of coaching is that coaching is the facilitation of growth and change. And anything can facilitate growth and change. Reading a book can facilitate growth and change. Watching a movie can facilitate growth and change. Hanging out with your friends, you know, lots of people and things can stimulate growth and change and how to facilitate that process. Now a professional coach is someone who gets paid to facilitate growth and change so that s a little distinction there. But coaching is the facilitation of growth and change and I think that anything that will facilitate the growth and change that the client is looking for is totally OK to do. Now, some people will say that consulting is advising and you shouldn t do that in your coaching. And some people say helping people overcome their fears is therapy and you shouldn t do that during coaching and my philosophy is I m going to do anything in my power to help my client achieve the results they want as long as they re the ones actually doing the work and I m the one to help facilitate that. We might work together to create a plan so they might bounce it off of me during a coaching session, or we might come up with some ideas together but I m totally comfortable giving suggestions and giving advice. I m totally OK helping people overcome fears. Now, I don t think that helping people overcome fears is therapy. I think therapy is when people have mental health issues and need a professional mental health care person. Everybody has fears. I don t know anyone that doesn t. In order to achieve the result, everybody is going to have to grow personally. It s not just an external game to achieve results. You ve got to work on the

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