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How to Break $1M in Your Coaching Business in the Next 12 Months

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I’ve had a good morning. Got up early, went to the gym.

I had a couple of appointments with potential clients this morning which has both gone super well.

It just got me thinking a little bit about how to make sure that your calendar —every single week— is full of A-grade clients —of five-star clients, of people who are perfect to work with and not have to deal with tire-kickers.

Let me tell you what happened.

In a consultation with a potential client last week, and he said, “I already know how the program works. Before this call, I emailed your team and I got hold of your calendar for next year. And I’ve already got all of your events into my calendar.

It’s already known that I can make it up and we’ve already got a little schedule in, and I’m just ready to go.

And that was like at the start of the call.

If you think about a spectrum between one and 10 in terms of how likely are potential client is to sign up and give you money.

 If you think about the scale from one to 10 in terms of how likely are they to give you money —in other words, one is totally not.

What we want to do is to have only 8s, 9s, and 10s. And if somebody’s not ready yet —if they’re like a one, two, three, four, five, six, or seven, that the marketing looks after those people and warms them up to the point that they are an eight, nine, or 10.

So, I want to share with you right now a really simple, four-step funnel.

A really simple, four-step funnel that will set you up with 8s, 9s, and 10s.

So, what I’d like you to do right now is just leave me a comment below and tell me what’s one question you’d like me to help you with today about getting more 8s, 9s, and 10s, and how to sell your coaching better?

 There are four steps that we’re aiming for right here.

What we want is a marketing system that fills your calendar up with people who are eight, nine, and 10 only. So, these guys land on your calendar.

Anyone who’s not ready yet, if they are in this preface, then what we’re going to do is we’re going to get the marketing to look after them.

Does that make sense?

So, marketing does the heavy-lifting, and these guys join your pipeline. 

So, in terms of the sale process, there’s a four-step pipeline that we use, it’s called The Perfect Prospect Pipeline.


Indoctrination Event

So, step one is the Indoctrination Event.

What’s that? Well, the Indoctrination Event is education-based marketing.

It’s the piece that people consume —whether they are with you in a room, or they are in a webinar, or they watch a video, or they read your book.

It’s education-based marketing that is designed to create demand based on what you do —  teach people what to want. 

It solves problems, it’s super useful.

Indoctrination Event could be a book, and it’s more likely to be a webinar or an event, or some video

So, Indoctrination Event is step one. 


Funnel Filter

What we want to do next is we want to take people through to step two.

And so, what’s going to happen if you do the webinar well or the event well, or the whatever it is well?

You get lots of demand.

Funnel Filter is step two.

Its job is to filter people in or out.

Say, “Hey, this person could be a great match for you.” And if you’re that person, maybe it’s not a match.

And so, that could be a single questionnaire on your page that people fill in when they go to schedule a call with you.

It might be a stimulant saying, “Hey, if you make more than $10,000 a month, then Blackbelt could be a great match for you. And if you make less, then, we’ve got this other program called The Implementation Program that could be a better fit.” Okay?

Just saying, “Hey, if you’re like this, it could be good. If you’re like that, this other thing might be better for you.” Makes sense?

So, I just want you to be really clear about that.

When you do that, what happens is the Indoctrination Event creates demand, and the Funnel Filter starts to qualify; which leads us to the next step.

Triage Call

I don’t know if you’ve ever had a sales appointment with somebody who clearly wasn’t a fit.

And so, we just took up a bunch of your time and frankly, they would never going to become a client.

So, the third step in this sales process is called the Triage Call.

The best salespeople in the world apparently have two skills that set them apart from everybody else.

Bill Brooks, a great sales trainer said this. He said that the best sales people in the world have two abilities that set them apart from everybody else:

  • The ability to build trust faster. Build trust faster so that people connect and trust you.
  • The ability to qualify buyers better. To qualify people in or out better.

So, we want to build trust fast and qualify buyers well.

And when we do those two things inside of a nine-minute call called The Triage Call™, and at the end of that nine minutes, you know exactly who’s going to become a client or not.

They don’t have a clue yet, but you do.

So, the Triage Call helps you know that they’re going to become a client, and the fourth step helps them come to the same realization. 

Okay. So, what happens on that Triage Call?

Well, we’re going to ask people a few quick questions, and we treat it like an audition —like, where Simon Cowell on American Idol auditioning people to work out if they’re a good fit for us or not.

Please, NEVER kind of beg or be desperate with prospects.

They’re the ones who’ve got the big goal that they can’t get on their own, they’re the ones who’ve got the issues right now and they’re looking at you potentially to help them solve it.

You’re the prize, not them.

It’s like you’re Simon Cowell and you got the ticket to Hollywood, but imagine this is the ticket to Hollywood.

Are you going to say, “Hey, here’s the door, come on through”. or, “There’s the door, get out.”

It’s totally your call. 


Strategy Session

All of these steps lead to a simple 45-minute to one-hour conversation called the Strategy Session.

We call these four steps together, The Perfect Prospect Pipeline.

And its job is to fill your calendar with 8s, 9s, and 10s so they become clients of yours.

On the Strategy Session, it’s a 45-minute call where you stretch the gap —you do three things; you’ll lead the client and get them comfortable, know exactly where you’re going, and telling you that they’re here to solve a problem.

We stretch the gap between where they really want to go and where they are right now.

And then thirdly, we get hired which is the most valuable so far, and then we —step by step explain our solution using the six magic pills. 


Scaling a coaching biz

Now,  I’m going to go to Sophia’s earlier question about how to scale a coaching business.

There are three core areas of your coaching business. There are three core areas that we need to work on.

  1. We need to ATTRACT leads;
  2. We need to CONVERT them from prospect to client;
  3. We need a way to DELIVER our promise.

And we will do those three in a way that lets us scale.

So, these are the four things that we work in Blackbelt so we can scale.

Scale is 10xing today.

Is that you struggle with attraction and you can’t get the leads that you need?

Is it that you’re in front of people but they’re just not buying?

And that’s a convert issue.

Or is it that frankly, you’re full right now and if your business 10xed, it would break because it’s so labor-intensive for you?

So, listen, it’s been really fun today talking about how to attract, convert, and deliver like a boss. Are you ready? Something magical is about to happen right here.

I hope it goes fantastically well for you. Take good care and I’ll talk to you soon. Ciao.


P.S. Whenever you’re ready… here are 4 ways I can help you grow your coaching business:

1. Grab a free copy of my book

It’s the roadmap to attracting prospects, signing clients, and scaling your coaching business. — Click Here

2. Join the Coach Dojo and connect with coaches who are scaling too

It’s our new Facebook community where smart coaches learn to get more income, impact, and independence. — Click Here

3. Join our Implementation Program and be a Case Study

I’m putting together a new coaching case study group at Black Belt this month… stay tuned for details. If you’d like to work with me on your client-getting and scale plans… just send me a message with the words “Case Study”. — Click Here

4. Work with me and my team privately

If you’d like to work directly with me and my team to take you from 6 to 7 figures… just send me a message with the word “Private”… tell me a little about your business and what you’d like to work on together, and I’ll get you all the details! — Click Here



Learn more here.

Categories: ATTRACT, Fill Funnel

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