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Why I got into coaching…
Before I started my coaching business I had started a different business that was really
struggling. I had a job that I hated. I was in a relationship that wasn’t working. I was out of
shape. I didn’t know what to do. I hired a coach and nine months later I turned it all around. I
was out of that job I hated and working for myself full-time. I was out of that relationship. I was
back in shape.

Through my own personal experience I saw the power of coaching. So even though I had this
other non-coaching business, I began to think that maybe I could become a coach.

At first I thought, “Who the hell am I to coach anybody?” but then I thought, “You know what?
This is what I want to do and I’m just going to go for it.”

It wasn’t as easy as I thought it would be

When I first got into coaching, I didn’t have major ambitions. I didn’t think, “Hey, I’m going to
become a millionaire!” I thought if I could just make $35,000 a year as a coach (which is the
most I had ever made at a job), be my own boss, do what I love, and do something that actually
matters and makes a difference in people’s lives, it would be great!

At first I didn’t think it would be difficult to get going in my coaching business, but it turned out
to be a major challenge. While I did get clients in my very first month as a coach, I also did many
things wrong. For example, I signed them up month to month at very low fees. I would get some
clients, and then I’d lose some clients. I fell behind on my mortgage, caught up, fell behind
again, and then caught up again.

I was burned out and exhausted

I had been working tons of hours trying to figure all this stuff out, but those hours didn’t include
working with a lot of clients. One day I was taking out the garbage and I remember thinking,
“Man, maybe I should just get a job again. Maybe I should just get a job as a garbage man, then
at least I won’t have to think so hard.” I was almost ready to give up on myself because I felt so
burned out and exhausted.

I thought, “I’m done. I can’t do this anymore.” I had been struggling with it for almost two years.
I told my best friend, Sean, “You know what? I think I’m going to quit. I think I’ve got to get a
job or just do something. Maybe become a garbage man.”

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He was like, “Dude, first of all, you couldn’t handle being a garbage man. Second, you’re too
good of a coach to quit.” We used to coach each other a lot back in the day. He talked me out of
it.

I decided to draw a line in the sand and said, “I’m going to do whatever it takes to make this
work.”

I committed to reading a book a week. For 36 weeks straight, I read books on business,
marketing, and personal growth. I read books by authors such as Wayne Dyer, Don Miguel Ruiz,
Dan Millman, and Tony Robbins.

I applied much of what I learned because back then there was nothing to help coaches grow their
coaching business; it was mostly just general business advice.

I took all the things I was learning—general principles, general ideas—and applied them to my
coaching business. Most didn’t work and some I had to tweak.

Fortunately, much of my reading sparked my creativity and I was able to come up with my own
ideas for getting clients.

Eventually, I was able to make more than $35,000 a year in my coaching business. Then some
other coaches hired me to help them grow their coaching businesses, too. So I began to help
other coaches get clients. In fact, I was able to help four out of five of those first coach clients
grow their business to six figures within 18 months. One of them did it in 72 days.

That’s when I realized that I could share with other coaches everything I had learned through
trial and error, testing and tweaking, and coming up with new ideas, to help them become
successful much faster than I had.

I wanted to pay it forward

It was about ten years ago when I decided to focus my energy on helping other coaches.
Coaching had made such a big difference in my own life. Now I wanted to pay it forward. I made
it my mission to get more people coached by helping coaches be more successful.

Growing my coaching business empire has been one of the greatest accomplishments of my life.
When I tap into the ripple effect of coaching, and know that the 200,000+ coaches on my email
list are reaching more clients now with what they’ve learned from me, I can say the journey to
get here has been totally worth it.

Now, let’s get you signing up more clients so you can help more people…

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In this special report, I’m going to share with you “The Client Sign Up Blueprint”, which is what
to say and do during an introductory coaching session to get clients to sign up and hire you right
on the spot.

Up until now, I’ve shared with you my #1 Best Selling Get Clients Today book, my “Red Hot
Free Session Offers: Plus Ready To Send Templates That Attract High Paying Clients” report and
video. Now, I’m going to share with you how to take everything we've done so far and generate
the most important part — what to say and do during an introductory session.

This is the point where everything that you’ve learned up until now all comes together. You want
to do this introductory session the right way, so that you can maximize the number of people that
sign up — not only so that you get more clients and you make money, but so that you're able to
work with the people that need your help the most and make a difference in the world.

I think coaching is one of the most powerful forces for change on earth. I think coaching is so
valuable, it changes people’s lives…

And, people need it and want it.

But, before they’ll hire you, they need to understand the value of what coaching can do for them.
The absolute best way to do that is to do what I call “Free Sessions That Sell”. I'm going to share
with you the blueprint for how to do one of these sessions in this special report.

The the most critical keys to success in signing up clients is having the “Client Sign Up
Blueprint” and to have a powerful mindset. Your clients get results when you are confident,
competent, and certain about your ability to get results.

When I first started out, I was 25 years old, super young, and I didn’t have a lot of experience. I
had a ton of doubts and insecurities. When I did my first sample coaching sessions when I was
getting started, I was thinking: ”Well, Geez, if I'm a really good coach, and I do these sample
coaching sessions, if people see how good a coach I am, they’ll hire me." But then if they weren't
hiring me, I was thinking: "Whoa, maybe I'm not that good of a coach."

The truth was, I just didn't have a great system for signing up clients. Doing free samples of
coaching isn't what's best. I did manage to get a handful of really low paying clients that were
mostly paying on a month to month basis — I had to do a lot of sample sessions in order to get a
few low paying, low committed clients.

It can work but only a little. It’s not a good long term or even sustainable strategy.

You need to have a very clear and strong system.

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But a great system in and of itself is not enough. You also have to be confident. The more
confidence you have, the stronger you'll be during your session and the better results you'll get.

The turning point for me to overcome my self-doubt and develop more confidence came with
two things:

As I was developing my signature “Free Sessions That Sell: The Client Sign Up System”
program and I started signing up more clients from my intro sessions, my confidence went up.
When I discovered and developed some powerful techniques for releasing my fears, doubts and
limiting beliefs, my confidence skyrocketed and my business grew dramatically.

Regardless of whether you use the powerful mindset techniques that I'll be sharing with you
inside my “Free Sessions That Sell: The Client Sign Up System” program, or whether you have
your own, to help you overcome these doubts or fears, this is one of the most critical things you
can do to develop more confidence and competence. And, you’re going to want to have these
great techniques to help your clients get results. Mastering your mindset is one of the most
critical things that you can do to dramatically increase your business.

Once you have a powerful mindset, then you'll be able to rock it with our “Client Sign Up
Blueprint”. It consists of five steps…

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STEP ONE
Develop rapport and trust with your prospective client

It's critical to create trust and rapport with clients because if you don't have it, they're going to
feel really defensive, like you’re just trying to sell them, and like you have only one agenda —
the sale. You need to develop rapport and trust and you need to maintain it throughout the entire
session. If you don't do that, it'll cause potential clients to close down.

Some things that can break down trust are neediness and attachment. You may feel really needy
for the sale, because you have to pay rent or the bills. The more you can let go and not make it
about your neediness, and really show up for the client, the better your session goes. Most of that
neediness is emotional. That neediness leads to attachment to them signing up. I don't want to
say you could care less whether they sign up or not, but I know that if they do sign up, their life
is going to change because you’ll help them get the results they seek.

I also know that whatever they invest in the coaching with me may be a significant investment,
but it's not going to change my life for them to make that investment…

But, it is going to change their life.

The same is true for you. When clients hire you, their whole life can change. One client out of 10
or 20 or hundreds, however many you want, isn't going to be that big of a deal to you. It'll be
more income for you, but that’s just one of many clients, especially if you use our entire “Free
Sessions That Sell: The Client Sign Up System”, you're going to get client after client.

You want to come from the clear space of: “I want the client to sign up far more for what it's
going to do for the client than for what it will do for me.” You want be totally unattached to
whether they sign up or not, because you know what? You're going to do a bunch of sessions.
Some people are going to sign up and some people aren’t and that's okay. There are plenty more
potential clients out there.

Think about this. How many clients do you need in order to make $100,000 a year? When I got
started as a coach, my goal was just to make a regular wage income. The last job I had, I made
$35,000 a year. Making that was success in my mind — I got to do what I love, be my own boss,
make a difference in people's lives. Maybe you're already at $100,000 a year. Maybe you want to
go even higher — $250,000, $1,000,000 or even multi-millions. That's definitely possible,
especially as you go beyond just one-on-one coaching and create a Coaching Business Empire.

In my “Free Sessions That Sell: The Client Sign Up System”, I recommend to my students that
they charge at least $1,000 per month per client and that they sign clients up for at least six
months at a time. You might even offer to let them full-pay the whole six months up front and
give them a special pricing of maybe $4,995 and save them over $1,000. Let's just say each sale

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you make is about $5,000. Now, you might also sign up clients for a year at a time (I do that as
do many of my clients). Each client could potentially be worth $12,000. If you've been coaching
for a while, maybe you can charge $2,000 or $5,000 a month. The sky's the limit to how much
you can charge.

One of the things that I've learned about pricing is that no matter how much you charge, there are
always going to be people who can't afford it.

And, no matter how much you charge, there are always people who can afford it. I haven't found
a price point yet where people haven't been willing to sign up with me.

Another thing that can break the rapport and the trust along the way is assuming the sale. That's
an old sales technique that people have been teaching for years. It can be valuable when you use
it at the right time when the client is pretty close to signing up already. But if you use assuming
the sale the whole way through, you assume they want to hear about your offer, then you're going
to lose people and they're going to start shutting down.

Instead of assuming the sale, we teach you to do something that’s the opposite, where we're
constantly checking in. One of the magic phrases in our “Free Sessions That Sell: The Client
Sign Up System” is, "Would you like to hear a little bit about it? I have a program designed
specifically to overcome those challenges and achieve these results.” Assuming the sale and
going right into your pitch is a recipe for disaster. It breaks rapport. It breaks trust. You do not
want to be doing that during your intro sessions. You want to keep asking if they want to hear
more.

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STEP TWO
Surface your client's deepest desires

Help clients get clear about what they want…

One of the things we naturally do as coaches is help people set goals. We collaborate with them
to help them set their goals and vision, their direction for their business, for their life, for their
relationship (or for whatever it is you're coaching them on). And, then we go deeper by asking:
“Why is it important for you?” and “What is it really going to do for you to have those things?”

The juicier you can make this feel for them, the more likely they are to actually go for it and
achieve it. And, of course, they're also more likely to want to hire you to help them get the
results.

One of the biggest mistakes people make with surfacing the deepest desires of clients is that they
don't go deep enough. They scratch the surface and they move on too fast. One of the other
things I teach in the “Free Sessions That Sell: The Client Sign Up System” is that you want to
help your clients dream even bigger, because a lot of times, their goals are limited based on
limiting beliefs. You might as well help them dream a little bit bigger right now because the
bigger their dreams are, the more likely they are to want to work with you and sign up on the
spot.

Think about this, if somebody needed to lose, let's say, 50 pounds, but they said on the phone
with you that they only wanted to lose 5 or 10 pounds, and really just felt like, "Wow, 50 pounds
would just be too hard." What would be more motivating for them, being down to their ideal
body weight and physique and energy and health or just losing five or ten pounds? If they could
get all the way to the results they wanted, that would be even more motivating. You want to help
them get all the way to the big goal that they want, not these little goals that maybe they're
settling for because they just don't think the bigger goals are possible.

Imagine somebody wanted to grow their business. If they only wanted to grow their business like
one percent over the next year… now, if it's a huge business, that could be pretty significant, but
for most people and most businesses, growing your business one percent or growing your
business an extra $10,000 for the year, it isn’t a huge goal. Maybe that's all they think they can
do. But our job as a coach is to help them dream bigger.

I believe success is inevitable. I believe that if you set a goal, then it becomes inevitable if you're
willing to do the work, if you're willing to work on yourself, and you never give up. If you are
willing to do the work in the world, take the actions you need to take, if you're willing to work
on yourself and let go of your fears, doubts, limiting beliefs, limiting thinking, and you never
give up, you'll get there.

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It's just a matter of time.

It's important to dream big so that you can go big because big goals and dreams are way more
motivating than small goals and dreams.

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STEP THREE
Uncover their challenges

The key to success with uncovering their challenges is to really dig deep (see Step Two). Help
anyone you’re having an introductory session with to figure out what's holding them back, what's
slowing them down, what's standing in their way, and what's stopping them from already getting
the results that they want. A lot of times it can be a little scary as the coach to keep asking and to
keep probing. But the more you do, the better. Because the more clear they are about what their
challenges are, the more likely they will be to be able to overcome them with or without your
help. The more challenges you can help your clients uncover the better because when they can
see all the challenges that they're facing, then they know what they're up against.

And the more challenges you help them overcome, the more likely they are to hire you. A lot of
your coaching is going to be helping them to work through and resolve these challenges, so they
can achieve the results that they're looking for.

Many of the challenges are inner game challenges — their fears, their doubts, their limiting
beliefs, their limiting thinking. Everyone has them — even the most successful people want to
release more of their limiting beliefs and thinking to keep allowing bigger perspectives into their
life. This is critical in being more effective in achieving results. Inside the “Free Sessions That
Sell: The Client Sign Up System”, we actually have a series of questions to ask anyone you’re
having a session with to help uncover these challenges and to keep digging deeper and deeper.

And then, not only do you want to uncover these challenges, but you want to help them see the
affect these challenges are having on them so that they can be aware of how much they are
impacting their lives.

We want to help them do this because, A, they’re more likely to actually do something about it.
And B, they'll be much more likely to want help. Since you're the one uncovering their
challenges and you're the one helping them get these epiphanies, you're going to be the one most
likely they'll want to hire to help them.








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STEP FOUR
Transition to the offer

Transitioning to the offer is probably the most critical step. This step helps them get clear on
what they want, on their challenges, and ultimately, how you’re going to help them overcome
those challenges and achieve the results they want. If you can do this, then getting clients to sign
up is going to be a pretty easy process. If you don't have a good system for sharing what your
coaching, consulting, healing or whatever your focus is and how it's going to impact them, it's
going to be tough to get clients to sign up. Even if you've done a great job all the way through
the session up until this important step, if your offer is unclear, the client leaves the session
without signing up with you.

There are two critical success factors that can help you have more success with your client sign
ups.

1. Package your program into only one offer.

When I got started in coaching, many people were recommending to have three offers. You have
a low price, a medium price and a high price and the idea was most people go for the medium
price. But, I found that most everybody took the low price offer. The packaging would be
something like, if it'd be for two sessions a month, it would be X price. For three sessions a
month, it would be Y price. And for four sessions a month, it'd be Z price.

The problem with that is clients don't know how much coaching they need. They don't know
what the impact is going to be between only having two sessions a month or having four sessions
a month. They're really going to be deciding based on their budget and that’s not the best way for
them to decide how much coaching they should get. You need to be the coaching expert and to
decide how much coaching you should be offering for how much you're getting paid.

If you don't know how much coaching you should offer, then I recommend starting off with
offering three, 30 minute coaching sessions a month. For the work you do, maybe you need to do
longer sessions. You get to decide how much coaching you offer and you get to decide how
much to charge. I recommend three 30 minute sessions a month and charging a $1,000 per month
per client and signing them up for six months or a year at a time. Instead of offering three
different packages, I recommend offering two different prices. The prices are: pay monthly and
full-pay. Again, I recommend charging $1,000 a month or they can full pay for six months and it
would just be $4,995. Your pricing should just be full-pay or pay plan.

What's great about this is instead of them getting confused and trying to think about, "Well, do I
want to do four sessions, three sessions, two sessions?" Now, they're just deciding, "Do I want to
pay monthly or do I want to pay full-pay?" What's also great about that is now they're deciding

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which payment option they want to do versus whether they actually want to move forward with
coaching or not.

2. Offer special, on the spot pricing.

One of the other things that you can do to get people really excited to want to hire you right on
the spot is you can offer special sign up now pricing. You might offer regular pricing of $1400
per month and then you might have pricing for people who decide to go for it right on the spot.
You might say, "Hey, you know what? My rate is $1400 a month and you can take as long as you
like to think about it. I also have special pricing for people who decide to go for it right on the
spot. Would you be interested to hear what that is?" If they say yes, which 99 times out of a 100,
they will, then you tell them the special pricing and say, "Well, instead of paying $1400 a month,
the investment would just be $997 a month. And if you full pay for the entire six months up
front, then we take off another $1000 and it's just $4,995 for the entire six months of coaching.
Which of those payment options feels like the best fit for you?"

Now, when you do that, a lot of people are just going to jump on it and sign right up. If they do,
fantastic.

If they don’t, then you just move to…

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STEP FIVE
Coach them on the decision

Sometimes they might have some concerns about getting started with coaching. This is where
you coach them on the decision and sign them up. They might have some questions about getting
started with coaching. In fact, most of their questions aren't really questions. I've found that most
of their questions are fears. There are techniques that we teach inside “Free Sessions That Sell:
The Client Sign Up System” on how to coach them on the decision and how to help them
overcome those fears and doubts that could be keeping them from moving forward with working
with you. There are also techniques that we teach to help overcome fears that you can use to sign
up clients.

One of the things I've found is that if you can help a client overcome their fear of hiring you and
especially if some fears or doubts are keeping them from getting the success that they want, then
they're much more likely to hire you right on the spot. In fact, every single time I've helped a
client resolve the fear of moving forward and getting started in coaching, they've actually moved
forward and hired me. They got the coaching they wanted and needed so that they could get the
results they were looking for.

Now, a lot of people are going to sign right up without any need for coaching. And then some
people are going to sign up after maybe getting a little coaching on the decision. Again, you're on
their side. You're only coaching them on the decision to help them get the coaching that's good
for them, not to help you get the client and their money. If you do sign up the client, that’s great,
but even if they don't sign up, that's okay too. You want to be their ally. You want to be their
coach. And that's a big part of what coaching is. A lot of times you're going to coach them on
some big decisions. Signing up for coaching is a pretty big decision and sometimes people,
depending on their budget and your coaching fees, you coaching them on the decision can be
really valuable. You want to coach them for what's best for them, not what's best for you. If they
don't sign up, you actually still have another chance to get them as a client by signing them up
into a lower level program.

Now, I mentioned that you really only want to have one offer, which is maybe three 30 minute
sessions a month for one on one coaching with you. And that's true. But if they can't afford it for
some reason or they've got a little too much fear about moving forward or too many concerns,
then the next thing you can do is offer a down-sell. You can offer an alternative offer that may be
a better fit for their budget. Let's say your one on one coaching is $1,000 a month. Maybe you
can offer group coaching for $500 a month or you can offer an online training program or an
info-product that you sell for $2,000 total or for $1,000. Or if you have a live event coming up,
you can offer a ticket to that event.

This is an opportunity for you to still get the client even if they say no.

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Now, you're probably not going to sign up every single client, even with your down-sell offer
and that's okay. Again, in order to make $100,000 a year, you only need 20 clients if you're
signing clients up for a $5,000 package. Imagine if you're signing people up for $12,000
packages, then you only need nine clients to make $100,000 a year. Maybe you want more than
nine clients or more than 20 clients, right? Maybe you want 25 clients, 30 clients or even 40
clients and they all paid $5,000, that would be $200,000 with 40 clients. That’s a great living for
many coaches.

What if you charged $2,500 a month and you signed clients up for a year at a time? That would
be $30,000 per year per client. If you had 10 clients, you could make $300,000 a year. If you had
20 clients, you'd make $600,000 a year.

Now, $30,000 per client may seem like a huge stretch from where you're at, but it's very possible.
Many of my students have gotten clients to pay $30,000 per client and I'm sharing this with you
not because I think you should immediately start charging that much. But if you've been
coaching for a while, then maybe you deserve to be paid more. Maybe you've already built up a
following of people who would happily pay you that for the results that you can help them
achieve.

People don't pay for coaching. They pay for results. People don't hire coaches because they just
want to talk to somebody for 30 minutes a couple times a month. They hire a coach because they
want big results.

Coaching is the most powerful force for change on earth. It is the best way to help people get
results. Think about it. If you wanted to get any big result in your life, would you rather read a
book about it, attend a seminar, or would you rather have somebody hold your hand and help
guide you to the result you want? I think most people want to have their hand held to get to
where they want to go. Now, there's a ton of value in reading a book to learn something. There's
tons of value in info-products. There's tons of value in live events. I offer all of those things. But,
the greatest value is in having somebody hold your hand and guide you towards the results
you’re looking for. And that's what people most want. That's one of the reasons why coaching is
so valuable and why people will pay so much for coaching.

What’s Next?
Leave a comment and let me know what you found most valuable about this report. I will be
picking one of the commenters to gift with a free ticket to my live event: Coaching Business
Empire.

If you haven’t yet registered for my upcoming Live Training: “The 5 Step Formula To Sign Up
Clients” go here to register: freesessionsthatsell.com/training

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 The Client Sign Up Blueprint

STEP ONE
Develop rapport and trust with your prospective client

STEP TWO
Surface your client's deepest desires

STEP THREE
Uncover their challenges

STEP FOUR
Transition to the offer

STEP FIVE
Coach them on the decision

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