Jumpstart Your Coaching Business Over the $10k/month Roadblock

This micro-course is to assist you in removing seven roadblocks preventing coaches from steady, sustainable $10k+ months.

Let’s dig right in.

1. Not enough offers: 

Many, if not all, coaching programs start by telling you to focus on one niche, develop one product, and use one marketing channel to make sure your offer is valid and you can sell it.

Makes all the sense in the world. I agree.

The challenge most coaches face when learning from the goof-rus (my term for gurus) is they continue down that path for months or even years. 

If the new coach stays in the “Group Training Model” of learning (Really not a fan of group coaching as a longtime investor in education and being a client) and hears the same, monotonous droning on about focusing on one thing…being told the NEW Coaches.

If you have even a few sales and you know your offer is good (good enough to make some sales), you have to start getting the word out on more channels.

I’ll describe one of the fastest, most leveraged ways to make more offers below in roadblock #5.

But if you have a 20% closing ratio when you have a call with a prospect, and you go from 10 calls per week to even 15 calls per week, you go from 2 sales/week to 3 sales/week.

Do that math for one year. 

That’s 52 more sales per year!

Assuming you have a lower-end coaching program, say only $3,000/sale, you’ve added $156,000 to your income from five extra weekly calls!

That won’t be a problem if you are learning to grow a steady, sustainable business by maintaining a stable and sustainable set of marketing systems.

I give away that information on my blog, YouTube Channel, and weekly newsletters.

When fishing for business, it’s better to cast an “offer net” than to fish with a single line with your competitors standing on the same dock.

2. Fear of selling: 

Fear, you know, the word people turn into a simple acronym like False. Expectations. Appearing. Real. 

They expect that to mean something when you have to speak with a prospect on the phone and close a sale.

The fear is real; I acknowledge that. I’m not going to brush it off and tell you it isn’t.

The reason you may be struggling with fear is more about the expectations you place on yourself. 

  • “I gotta close this sale.”
  • “I can’t afford to waste another lead.”
  • “If I don’t start making money from this I’m going to have to go get a job I hate.”
  • “What will my family think if I don’t make a million dollars this year?” 

(Even when it’s your first couple of years in business, that pressure has been hypnotically placed into your brain by too many overly excited promises and social media mavens pretending to be something they are not.)

Just as roadblock #1 has a close cousin in roadblock #6, roadblock #2 has a close relative in roadblock #7.

Here’s what you need to know.

You must stop thinking of the Hollyweird portrayals of salespeople in sitcoms and movies.

You do need to start doing what you are good at already. At least I hope you are if you’re a coach.

That thing you’re good at already is listening. 

Just have a conversation with the prospect. 

While having a casual chat with someone who wants help with what you deliver, or else they wouldn’t have scheduled a call with you, actively listen.

Pay attention. Listen closely without worrying about what you have to say next because some other sales coach gave you a super-duper seven-figure sales script, and you think you’re trying to get through a checklist to close a sale. You are not!

Have a conversation.

Quit trying to close a sale.

The person on the other end of the phone, Zoom meeting, or across the table just wants to be heard and know if you can help them.

I coach approximately 400 entrepreneurs and coaches every month. When I get an opportunity to listen to their calls, I always hear at least 2 to 3 instances where the coach glides right past a vital comment from the prospect.

Each time it happens, the coach tries to move the prospect through the sales machine they’ve been trained on.

Since this isn’t a sales training course, I’ll leave it at that.

Fear can be controlled best when you decide to have a conversation and quit focusing on the sale.

Roadblock #7 will reveal how you can control those emotions with the proper coaching.


Bonus micro-training (inside this micro-training) since we are talking fear and sales: The 3-headed Objection Monster and How to Tame It.

The shadowy characters looking to attack you during your pitch aren’t real.

Those characters that people fear are objections.

Objections are often just gaps in knowledge. I’ll explain it like this.

There are, in my 40 years of selling, basically 3 objections.

  1. Price
  2. Decision maker
  3. Certainty

The average coach, or any entrepreneur that has to sell for that matter, thinks that answering objections means they have to get “Pushy”.

Again, this isn’t a full sales training program, so let me give you the #1 easiest way to handle 83.7% (I just made that number up, but it sounds better than saying “most”) of the objections listed above.

When Objections #1 and #2 come up, I always say something like: “No problem. Just to be clear, if money or I have to talk to my spouse wasn’t a concern, do you feel that the program would help you get the results you want?”

Too many times to count over the years I hear hesitancy in their voice or they are overly agreeable.

“On a scale of 1-10, where are you?”

If they aren’t answering 9.5 or 10, then it’s objection #3 that has to be addressed. 

They just aren’t sure your program is a fit for them.

You need to get them to as close to a ten first.

When you do, the other two objections can be handled much easier, and you’ll never feel pushy just discussing with the prospect how your program can help them, right?

I used to think of all that fear I carried with me on each call as walking into a dark room. 

If I don’t turn on the lights (Ever notice how every horror movie has the victim never turning on the lights), I never discover that my prospect may just be someone in the room who needs some assistance.

Help them see clearly and don’t be afraid to give them some assistance to understand exactly how you can help.

### End of micro-micro-bonus.


3. Not communicating a clear benefits-driven offer: 

Speaking of seeing clearly, the way you communicate your offer is often like a fine wine in your eyes. You can just taste how good it is.

It’s your masterpiece. You’ve worked on this for months, maybe even years.

However, when most coaches attempt to explain their offer to a prospect that is hearing the specifics for the first time, they get a glass of muddy water. 

What’s wrong with them? Are their tastebuds messed up? Can’t they see how elegant, smooth, and perfect your offer is?

Your job is to figure out how to turn muddy water into fine wine.

The biggest challenge facing coaches is their excitement around all the video modules they spent weeks producing, the 73 pages of text-based courses, and the 5 hours of group calls they offer the client every month.

Videos and .pdfs and calls! Oh My!

How does that benefit your client?

Those are features of the program, not Benefits.

Features that the coach Loves! Their blood, sweat, and tears poured into all those features. How can Mr. or Ms. Prospect not love all that stuff?!?

The prospect hears you describe all “the stuff” and is only thinking; “That’s a lot of work! I don’t know if I can go through all of that. How is all that going to help me achieve the desired result?”

I’ll just say that when I work with my clients, we constantly evolve how they communicate their offers.

We discuss emotions, analogies, stories, and vivid imagery, and it all is with one focus – To communicate the transformation being delivered inside of the program.

I’ve worked with seasoned sales professionals, coaches, and executives who understood the concept of describing the benefits. Many of them had already sold millions of dollars worth of their programs, but there is something to be adjusted, fine-tuned, and developed every time.

That good offer turns into a top-shelf offer, and they continue looking for ways to improve it. 

Not a high enough price: 

Now if you’ve noticed, I’m not promoting my coaching as high-ticket coaching like so many think they’ve discovered since about 2005 online.

I was approached by a goof-ru in 2006 that was proclaiming themselves as a big-time, high-ticket demigod.

I was working with a company that was marketing and selling international real estate. We were doing $250,000 to multimillion-dollar deals every week. I was the connection between the internet and the offline world.

In addition to my sales and marketing duties for the real estate side of the business, I was working with one of the owner’s family members. They owned a small international/private airline.

Ok, back to the goof-ru story.

I liked what they were doing online and thought I might like to learn from them.

They called me directly and told me how wonderful they were and how they could teach me this new high-priced big-money selling instead of what many people were doing selling $27-$297 courses back then.

The wealth wizard then presents the investment for his big money, high-ticket program.

$1,000.

Now let me remind you I knew this person well enough through the internet; not much social media was happening in 2005. Think Web 1.0 era.

I reached out to them because their copywriting was good. It sparked my attention.

I saw the benefit of always investing in myself and continuously learning.

But, only $1,000?

The value of their program deflated dramatically in my opinion after they told me about the investment. I thought it was awfully low considering they bragged about selling big-ticket stuff. I was ready to hear $5,000-$10,000.

Just a couple of years before that I was consistently selling twenty-one $5k programs monthly, month after month. 

My brain was shocked when I heard only $1,000, not the pleasantly surprised shock.

I was already working on how he could improve his offer as he spoke to me, and then all I could think of was that he is undercharging by quite a bit and is losing out on at least three to 4 thousand dollars per sale.

Today those numbers are almost commonplace in the mysterious high-ticket world.

However, most coaches struggle to sell $1,000-$2,500 coaching programs.

Now I admit, they have to learn how to sell, make more offers, and communicate them.

In the meantime, the coaching world has to learn to value itself.

That isn’t necessarily a push for you to just add a zero to the end of the fee you currently charge. 

You must learn what you are offering and how it benefits the future client. (as discussed in roadblock #3)

Next, you must believe you deliver a program worth five, six, or even 7-figures.

Your mission, should you “choose to accept it”, is to Create Value Worthy of a 5-figure Investment.

Once you have done that you now can start increasing your prices.

Sometimes the slow climb is the easiest way to transition to doubling or tripling prices. 

Other times, once you’ve convinced yourself of exactly what value you are delivering to the world, you can just jump the price towards the stratosphere and get the asking price easier than the $1,000 offers that flood the internet now.

Strong recommendation: Get into serious conversations with people already selling higher-priced programs and ask them for their insights.

More hypothetical numbers to help you see how overcoming various roadblocks can impact your income to follow.

Remember above in the “more offers roadblock” we used a $3,000 offer?

Remember also that we used the weekly sales to equal 3 total sales/week?

Good.

Now let’s say you only increase your coaching fee by $2,000. (Less than double)

The original numbers were two sales per week at $3,000 = $312,000 (a very good living)

Increasing the number of offers to make just one additional weekly sale increased by $156,000/year for a total of $468,000/year {3 sales per week for 52 weeks equals 156 sales per year}. According to Economic Policy Institute referenced here, that income places you above the top 5% of the population.)

Still with me here?

Great.

Now staying with only three sales/week but the investment to work with you is increased to $5,000.

That’s 156 total sales times $5,000 for a total of $780,000/year.

You more than doubled your income and didn’t even double your fees (or the number of sales per year). You just made more offers, which led to 1 more sale per week) with a slight price increase (an additional $2,000 investment) to double your annual income.

Consider what happens when you start selling 25% or 30% of your calls.

Remember the original closing ratio we used was 20%?

By the way, roadblock #5 is next.

When I figured out how to overcome roadblock #5, I ended up with a closing ratio as high as 96% for months. 

Now, in my live events (which I hold several times per year), I go into depth about how I had that high closing ratio. I also explain why you shouldn’t expect that kind of result if you don’t make an effort to develop all of the skills I mentioned in this report.

4. Fear of speaking: 

Come on! I have a tough time believing people would rather be in the coffin than delivering the eulogy.

At least, that’s what I’ve heard for decades. That people were more afraid to speak in public than of death.

The fear is real and has a name.

The psychiatric world calls it glossophobia, and I’ve read that it can affect up to 75% of all people with various degrees of fear (from a little nervous to nauseous to full-on panic attacks).

The Mayo Clinic has an excellent article to help you overcome the fear of speaking in public. You can read that article by clicking here.

This little roadblock report isn’t to teach you how to overcome that fear but to explain that when you do, the world of possibilities opens up to you almost as much as when you learn to sell.

Let me start by defining speaking with regards to this report.

Speaking to larger audiences, not just one person at a time.

That can include webinars, FB Lives, YouTube Lives, any videos (Reels or Stories), In-person events, virtual events, workshops, seminars, or just shouting from the balcony at the opera.

I know, that the last one probably isn’t close you any sales, but you will gain attention (and it got me out of a night of listening to people sing in a language I couldn’t understand)!

Speaking is a leveraged skill.

It allows you to market your business, builds you up as an authority, helps people bond with you by building trust, and of course, allows you to sell to more than one person or company at a time.

This method of selling has always been my highest-time leverage go-to.

The beautiful thing about speaking to a larger audience, or at least multiple people, is that you don’t have to be a great salesperson. You don’t have to “close from the stage” at all.

I start all my clients with a focus on teaching what they love and know.

Then, when they get comfortable with that idea they can make a soft offer. Usually, it’s as simple as an invitation to register for a post-event conversation.

Examples of how this has worked personally:

  • I presented a webinar to only two people. We pitched at the end and closed both of them. That means 1 hour of speaking and two sales and $6,000 in the bank
  • Did a 15-minute coaching session with another coach’s group by invitation. There were 8 of his clients in the meeting. I never pitched and never even did a soft call to action. Just coached the group. Three people reached out to me to discuss my $30k program. I don’t market that program to the public. I only mentioned it to teach during the 15-minute coaching.
  • Held in-person events in a hotel conference room each month for over a year. No website and no Internet marketing were used. We generated 100-120 attendees per month and did a combination of a pitch with a call to meet at an office later. That business limited the number of clients to 21 per month at $5,000 per person. We sold all the spots each month and had a waiting list for the following month. That’s $105k/month for 4 hours of speaking.
  • Did a small seminar for 12 people and presented a simple internet marketing service. That was a $55,000 contract, and I ended up with a new vehicle being leased by that client for me! Creativity on my feet and knowing how to sell took that from an $8,000 sale to a contract 7 times larger plus a vehicle.

I’m not telling you it’s as easy as to go speak and make five or six-figure paydays from day one, but speaking not only allowed me to make more offers (roadblock #1) but also improved my communication skills for my 1-on-1 sales presentations too.

AS mentioned in my examples above, by speaking it all but eliminated most sales calls and objections. I answered objections during my time speaking. If I presented an actual offer, they knew the investment.

No need for the traditional sales call. It was usually just a Q&A session if they didn’t ask questions at the event.

You can cling to the comfort zone of not speaking and leveraging your time and effort, or you can start considering how to maximize your time and income by learning to speak in public.

5. Rushing to sell:

I’m constantly telling my clients; “You can’t have a microwave mentality in a crockpot world.”

They are rushing to get through the script (roadblock #2) and not slowing down enough to communicate their offer (roadblock #3) because they are rushing to get to the end of the sales call.

Additionally, not listening closely (from the fear of selling in roadblock #2 ) is like a doctor asking you 1 or 2 questions about your family history and prescribing brain surgery when you come in for a rash on your legs.

Let me put this into social media terms you may recognize from your personal experiences.

You get sent a friend request and accept it.

Before you can even scroll the mouse off the box you just clicked, you get a message.

The DM pitchfest begins.

Hi [first_name], thanks for connecting. Join my group. Here’s the link.

Or

Thanks for accepting my friend request. Here are five paragraphs about what we offer that you can buy. If you’re interested, just reply. Have a great day. 

Or 

  • Great to connect. Tell me what your goals are? 
  • Great to connect. What are the deepest secrets you want to share with a possible fake account? 
  • Great to connect. Mind if I ask you 12 questions about your business since I don’t care about you as a person at all? 
  • Great connecting with you. Want to come to my networking thing so I can build my email list and blah, blah, blah.

A little edgy Jim? 

Hahaha, yea that may be the understatement of the decade!

Unfortunately, that makes more offers roadblock #1 and is also remedied from spamming and slamming people with DMs and obnoxious organic marketing. (No, I’m not saying ALL organic marketing is obnoxious, That’s primarily the way I market myself).

The old “it’s a numbers game” is accurate and does work. Just not my style and the clients I attract aren’t going to build a business that way.

My coaching is all about building a steady, sustainable business. Coaching isn’t a hobby for my clients. 

We are of the mind that we are all playing the long game.

I have this coaching method called the C4 Method, and the 3rd “C” is Cultivation. That means building a real relationship with visitors, prospects, clients, and people that will never become a client but I can still help.

To wrap this up:

  • Take your time when selling. 
  • Listen closely (said that several times here, hmmm, might be important)
  • Dig deeper into what the person on the other side of the call has struggled with in the past.
  • Discover what are they afraid of now and in the future
  • Confirm they are truly a good fit for your program.

6. Not learning how to sell quickly:

Wait! What?

Didn’t you just go through roadblock #6 and say slow down? 

Now you want us to sell quickly?

Gee, I hope that isn’t what you read. That means you might have read that too fast or the sentence structure allows for two different meanings.

Explanation time.

Learn to sell. Learn to sell well, even though you will never be a professional closer. 

You are a coach, AND you are also a business owner.

I’ve heard several of my mentors (Dan Kennedy and Robert Ringer) back from the late 1980s, and 1990s say; “Nothing happens until a sale occurs.” They quoted Thomas Watson Sr. the Chairman and CEO of IBM from 1914 to 1956.

More recently similar statements have come from Elon Musk and Alex Hormozi.

The better you learn to sell, the better your marketing becomes. Plus, you can train others to sell for you with a much smaller ramp-up period.

The massive elephant in the room kind of problem with learning how to sell is that like any profession, it takes time.

You wouldn’t hand a basketball to a 6’9” teenager that has lived in Antarctica all of their life and hasn’t ever played the game and expect them to make it to the NBA in 2 years. 

So why do we assume we should be able to be sales professionals in a couple of months?

The other side of that challenge?

New coaches often have never sold. New coaches don’t have a massive flood of leads rushing through the door each week to learn about their programs.

That leads to very limited training or practice selling.

Most of them don’t have a coach to listen to their calls like a sales team would have, so they flounder without guidance on how to improve.

They read the scripts given to them that were copied from the scripts we were writing back in 1998.

Things change, communication evolves, and they must wait 2-3 weeks before they can “practice selling” again.

Sales pros for the high-ticket world get around 25 calls/practice sessions per week.

Their sales manager listens and reviews calls then coaches them on how to improve.

They get good fast because they have plenty of time to practice and be trained.

So, how do you get good, quickly?

You could go become a full-time sales pro. Not convenient or likely.

You could read your script, memorize it and talk practice with your pets. Again, not convenient or likely.

Listening to programs about how to sell is a great idea. I bet I listened to David Sandler, Tom Hopkins, Zig Ziglar, and a dozen other sales training programs before and after various companies hired me to sell for them. For about 13 years I was in my car up to 5-6 hours per day.

I burnt through those cassette tapes like a hot knife through melting butter.

Yet, that didn’t get me to the “good level” of selling, but it did give me a tremendous amount of knowledge.

What did get me to “good” and eventually become a top performer in multiple industries?

“The Secret” was the application of that knowledge.

Applying that knowledge only came from selling millions of dollars worth of services, or practicing with someone who knew how to sell, how to be a good pretend prospect, and how to coach me through each step of whatever the sales method was for the different companies.

I sought after and found personal coaching. Sitting in a room with 45 other people told the “tactic of the day ” and spending three-fourths of the training applauding the hero of the week never improved.

Personal coaching skyrocketed me past the learning curve. Personal coaching included listening to my sales calls and a lot of role-playing.

That’s why, if you haven’t already seen my video rants about why group coaching is less than desirable for quick results, I’m a massive Personal Coaching Advocate.

No sale pitch here to train with me. Just keep checking out the content I’m posting. I’m always trying to make them noteworthy.

The newsletter that comes along with this report will have links to video training as often as I can produce them.

In conclusion, That’s all Coach!

Right about here is supposed to be the call-to-action to book a “free 15-minute call or strategy session” which is just a step to a sales pitch, right?

I know I’m supposed to follow the Internet Illuminati rules and pitch you to get on a call with me after you download the “lead magnet”. 

But I hate conforming to the rules. Even if it costs me a whole bunch of cash. So there aren’t any calendar links here. Take your time; get to know my content first. 

So, instead…I recommend watching for one of my live events (held virtually for all of our convenience) to be announced in the newsletter or the ethos somewhere.

During those events, we spend tremendous time teaching real-world, useful information and leave time for Q&A.

Until then.

This is Jumpstart Jim (aka Coach Jim) wishing you many blessings and a peaceful path to success.

Leave a Comment