Clients prepared to pay a premium for your coaching isn't just looking for another coach.

They're looking for this specific thing.

So we'll show you what made us invest more than €70,000 in a coach in less than 24 hours and how you can reverse engineer it.

So today's episode is about how to become irresistible when we are looking at charging a premium to clients who actually want to create some extraordinary results for themselves in their lives.

Yeah.

And I think this topic is very, very interesting.

I would like to start with the obvious problem.

The obvious problem is that most coaches are charging too low of a prices.

What do you say?

Offers like their price is too low.

And the reason why people get stuck, there are many.

The one race that is never going to work, that I see coaches run again and again, especially now it's December.

It's lowering prices with the.

Because of the belief that if I lower my price, people will buy more and I'll make more clients, I'll get more clients.

And while that could be true, you need to reduce your price with above 76% in order for that to become the truth and you're not going to make more money.

So a part of this is possible to break down and be very factual, but another part of it is to understand that it's also psychological for us as coaches, like individuals, the more your client pays, the bigger breakthroughs that clients is going to get.

Yeah.

And if we can just understand that that's where it comes from because the more they pay, the more invested they.

Yeah.

We also going to take a look at positioning because I also believe equally as many coaches haven't a belief about who they want to attract, there's a lot of thinking about who's the perfect avatar, who's a perfect client.

I want and this perfect.

Where should they be at, what should they be willing to do, how should they be working?

There's a lot of checkpoints to who's my perfect avatar.

But are you positioning, attracting that perfect avatar or not?

Yeah.

The perfect avatar who would be willing to pay your coaching because that's about your positioning and how you as the coach become irresistible to that premium client of yours.

Yeah.

What do you think about that?

What's the biggest problem with positioning?

Can you give an example?

Yeah.

That you normal.

Yeah.

So I think you are unclear about what you do, how you do it.

You show up looking not confident in what you do and that also means that you don't dare to come with a bold promise if you don't dare to Come with a bold promise.

You're not gonna attract the people who want that.

The certainty in that thing.

Yeah.

If we take something practical, would you say that it's appearance?

Is it language?

Is it all of the above?

Absolutely.

All of them.

It's your appearance.

How you show up.

If you do media content, do you show up with confidence or are you like an excuse of begging, kind of coming from a begging place?

Are you.

Your language, how do you speak?

Are you speaking to people that you're nurturing and taking care of them, or are you speaking from a place of.

You expect people to want to do this?

So you're straight?

No fluff, no.

No bs, Just straight onto the things you believe in.

Are you holding back, saying your conviction?

Are you holding back from sharing them?

Because maybe scared of being judged?

Scared of what?

Maybe I'm not clear enough or scared of I'll push away someone.

I would say it's even about your pricing.

If you want quality people and you're too low ticket, they will not trust your pricing.

So it can be a lot of different things that goes together.

What's your legions?

What's your cover picture?

Do you show up as someone to be trusted with a higher authority or not?

My experience is there's a lot of mismatch between that and that's what we want to clear out in this episode.

Right.

If we're starting at a foundational level, you should fit yourself into the world of the person you want to sell to.

Meaning if you want to sell coaching for stockbrokers, you might want to show up in a suit.

But if you want to sell coaching to nurses in school or in the university studying to become a nurse, well, then you might not want to show up in a suit and you might want to show up in something else in order for them to be able to see you as one of their own or one that they look up to.

That's the foundational level.

But then we can also look that it's okay to create your own image, but then you need to back that image up.

Yeah.

To make sure that people are respecting you and seeing you as an authority, then you need to come across with a lot of experience and show that you actually are the expert in making this change happen.

And I absolutely see the same mismatch.

I see that as a huge problem.

I see many people struggling with claiming that space.

This is who I am and I am the best person to do this.

Yeah.

If it's a lot of experience to get to the point where you Believe in it.

But there's also daring to be bold and daring to own something you haven't done yet.

Because I think a lot of people are holding themselves back.

Because I can't promise that when we speak about promises, people trying to keep their promise vague in order for not to say something they can't deliver on.

Or to be held accountable by their clients.

You said that I was going to change uncertainty.

Right.

All coaching indicates work.

All coaching indicates extraordinary work, I would say as well for the client.

Meaning because anything of greatness that is achieved is achieved with equal effort of what it takes to get there.

Yeah.

And we don't want to make it sound like a magic trick.

Come here and we'll magically fix this.

Because that's not serious.

As long as we're not doing that, then it indicates that we're doing real work.

Yeah.

We help businesses, we help coaches specifically to build coaching businesses.

And we've never, never, ever in any of our cases have we emphasized that it's easy.

We've also not made it harder than it is because honestly, building a business isn't super hard.

It's only as hard as we make it.

And unfortunately, people have a tendency to make it hard to build complexity.

Because when we build complexity, then it resembles our emotional approach to the same thing.

Because if we struggling with something simple, then our brain is going to misfire and we're going to feel like I suck.

It's a part of the journey.

But when you're sending at the first kind of like introduction to your world, starting working with you, you need to get them excited about something they really want.

Which means that you need to be bold enough to state that this is what we're going to achieve.

Yeah.

And what is it that they're going to achieve?

Well, based on what you know about them, it's not super hard.

Yeah.

So some of it is emotional, some of it is just based on insecurities, and some of it is based on practical steps.

Well, I don't know exactly what steps can look like, which means that I don't have the full journey painted bright with colors and outlined and shadows and blah, blah, blah.

Which means that I don't dare to say that because I don't know every step of the way.

And I just want to remind you that that's not how we progress in life.

There is no one that prepares for a road trip by calculating when the likelihood of the lights are being green at every traffic stop before they start driving.

What we do in life is that we start driving, we do a road trip, and then when we come to a red light, we handle it.

And since you have the capability, since you're congruent, you need to trust in your capacity to be the person that stands next to the person that is doing the journey.

And you need to commit to be there until the journey is completed.

And if you can commit to the long term journey, if you can commit long term with like, I'm here to create a real difference for people, then, then you're all set and go.

And that is one of the first core positionings that you need to take.

You need to be in it for the long haul, not just I'm going to try it out.

There is no try, no.

So a great question to ask yourself about positioning is if I come into your profile, would I first of all understand exactly what you do?

So when I come into your landing page, your social media, first of all, would I understand what you do?

Would I be inspired and would have been drawn to you?

If I'm your perfect avatar, is it a good energy?

Do you feel like there is stuff?

Would I align with what you do, who you are, what you look like?

Would I feel like this is where what I can trust or would I feel like I'm not sure?

So how would I align with that?

That's the second thing.

And then would I want to know more about what you do?

Yeah.

The promise you have, because you need to have a bold statement, a bold promise.

Would that something I really want?

Do you understand who I am, what I want?

Are you bold enough to tell me this is what you do?

The cost of playing it safe or not daring to take space?

I think it might be a very European thing also, or maybe even a Scandinavian thing to.

I don't want to over promise anything.

And I want to say that it's not about over promising.

Yeah.

Because we do not want to make it sound better than it is, but what we tend to do is trying to tone it down and make it sound worse than it is.

And that's one of the first rules that I learned when starting my marketing journey.

Don't make it better than it is, but for the love of God, don't make it worse than it is either.

Yeah.

What does having a high authority, what does that look like if we're coming from the space of being.

Looking premium, that sense of you being a premium coach.

So first of all, I would say that your commitment still needs to shine through.

You're really committed.

This is what I do.

This Is who I am owning up to all parts of it.

How do you look like that?

What does that mean?

But so what does commitment look like?

Yeah, well, show up with certainty.

Absolutely.

We need to show that this is what I do, this is who I am.

And yeah, certainty needs to shine through all of that.

And how do you build certainty?

Well, you build certainty with acquiring, first of all, committing.

How do we become confident in what it is that we're doing?

Well, we committed to make sure that all the things I know I'm going to use to make this happen and all the things I don't know, I'm going to learn to make sure that I get this thing happen.

Most of our investments they've been about 25, 26, 28, 30K.

But I think the biggest investment we've done in our business is 70k for a one year program.

Yeah.

What would you say was the things that made us make a decision within 24 hours?

I would say to throw out giveaway.

70 years.

70,000 years.

What was the things that made us spent that much money into one person.

At the time we couldn't outsource what it was that we were doing.

We didn't have a system to give it away.

So we needed a sales academy that could be us.

So we had a huge pain and this person came in and could explain first of all our pain, but also answer to how that pain would disappear.

If we did this thing, which is in this case was let's build this out.

Let me help you build your sales academy out.

Because it's a lot of money.

70,000 is a lot of money.

So what made us trust this person?

So I would say that one of the parts was that we got recommended this person which was a huge factor in our decision making.

Someone else had worked with him and they loved what he'd done.

But then also him owning up to this is what I do, this is who I am and this is what I charge.

Yeah, A high premium is usually a good thing.

It's not always a good thing, but serious people selling premium products.

I want premium.

I want my clients to experience the best.

I want my business to do the best, I want it to grow.

So in order for that to happen, I need to invest in the best.

And at that point, he was the best option that we had.

So we chose to move forward with it.

Yeah.

So people would trust other people rather than you to start up with in building that certainty, in spending a lot of money.

So how can you utilize that when you do content well, case studies, use client videos of people explaining why this is so good.

So use testimonials, do interviews with your clients, like have them tell their stories.

And have a system for referrals so people would refer you.

The second thing you mentioned here is that this person came in with so much conviction that it wasn't blinking, saying it's 70,000.

He wasn't blinking.

There was a lot of conviction.

So it's not like any excuse.

And I think this is a very important thing to be aware of what's happening when you sell premium.

If you come in and say your price and say hey, is that okay?

Do you have that?

And like is that possible?

You start feeling you are uncertain about is your pricing good enough or is it worth the pricing?

So this person was super clear, it was not trying to convince, not trying to sell it in as why this is important, but leaning back and saying this is how much it is, this is what I'll be doing and this is what you'll get with full of conviction and certainty in his offer.

So that's one thing that's very important.

Have certainty in your offer.

If you don't trust your offer is good enough, there's something you need to go back to and fix.

Then you need to have build out your offer so it becomes better.

But you also need to work on yourself, as you said, work on yourself, your certainty.

Because if you don't believe your offer and you kind of try to hide the price when you're seeing it, then it's going to be hard to position yourself in the premium space.

Yeah.

Is there anything else that you would say about what made us choose this person to spend this money for us?

It was a non negotiable to develop this area and he was the best option available.

Like I said, we are investing in the best stuff.

It wasn't really a question.

No.

So it was a bold promise because there was a clear promise which meant us when you spend 70,000, you also need to know there's a clear promise, of course.

So clarity about the offer, certainty, all of that, super good.

But also knowing the outcome, this is what we'll have.

Yeah.

So there's a clear promise, this is what you'll have in three months, this is what you'll have in six months, this is what you'll have.

This is what we will have in 12 months.

And what we were going to get, the promise was clear, aligned with what we wanted to have.

Taking that to you who are listening here, having a bold and clear promise Dare to trust that I'll get you here and then figure out how that would look like if you're not confident in it when you say it.

But you need to figure it out.

But you need to believe yourself that you'll get to this.

And there need to be a clear promise.

If you can't own a clear promise, then you need to go back again and work with the certainty.

Yeah.

And maybe you shouldn't charge €70,000 for any of your services yet, but it's.

The same if you're selling for 4K.

Yeah, it's not that.

But what I wanted to say was that.

But it can also be that you're going to speak to a lot of people on your journey in your coaching business and your flagship, your main program might be a 4K program.

Here's a game changer that can help you to just own up to what could you do beyond that program.

Let's say that someone wants more.

Let's say that you have a 4k offer, 3k offer, flagship program, it's three, four months.

Then what I would recommend you to do, anytime you meet someone that is good, fit, but a little bit more qualified, which means they already know a little bit more, they aren't beginners or they aren't really at that level where most of your people come into this process, then add one on ones to it and ask yourself, if you were to work with this person for half a year together with this program asset foundation, so they'll go through the program, but they'll also get one on ones with you, what would that price need to be in order for the outcome that this person wanted to be reasonable investment, then you can take yourself out of the equation for a second and then you can figure out, so what should this payment be?

The moment you take yourself out of the equation and you realize that this extraordinary result, if we do this based on my foundational program or my foundational philosophy of how I deliver and how I help people, and with the program on top of that, we are going to work towards extraordinary outcome.

I would say it's very rarely that it's going to be valued by you objectively less than €10,000, because it needs to be specific.

But that means that you have the potential of the clients who are a little bit further ahead or the leads that you meet that are a little bit further ahead.

You could actually sell them the exact same program with an extended one on ones together with it.

And.

And based on the program being the foundation and you being the coach, you could work for six months with that person and charge them between 10 and €12,000.

And what do you need in order to get to that point?

Well, you need to commit to that.

I'm going to be the person that's going to help this person succeed.

And the moment you are committing to that, you can gather as much certainty as you need to.

Just tell them I'm going to be here.

If we were to just squeeze out the most important values from this episode, what would you say are the most common key cornerstones in order to be a premium coach?

What is the most important things to think of?

It is daring to be specific.

Yeah.

It is daring to have an opinion about your niche, your way of doing it, and how to make sure your clients get results.

Yeah.

And how others are doing it and how others are trying to do it.

Like build.

Build an opinion in regards to all the different ways and why your way is the best way.

So get clean out the fluff and get to the specifics.

And then your language, your appearance, your language, your energy you speak with and what words you come with, how con the conviction you speak with, the confidence you speak from.

Yeah.

And I also want to emphasize that that can look very differently depending on the personality.

I mean, I can have a lot of certainty and you can have a lot of certainty, and we can speak about the same thing, but it can look very differently because we need to fit it to our personality.

So it's not about becoming louder or aggressive or it's not about creating yourself or making yourself into something you're not.

It's about leveraging the skill sets you have and what does it look like when you're dead certain.

And then look through your personality and figure out what that looks like.

And then give that.

Yeah.

And then I would say something that's very important, that is often missed and we don't speak enough about have expectations to your audience or to your avatar.

Meaning when you're dming, when you're in chats, make sure first of all, your language from your content also goes into the DMs.

But ask questions like come from a place of certainty when you ask questions, dare to ask questions, ask specific questions to understand the person you're talking to.

The more you dare to ask specific questions, the more certain that the other person will feel about, okay, you know what you're talking about and you're confident within what you do, meaning I will trust you even more.

So there's a lot in how you dare to communicate, how clear you dare to communicate that you're not vague in your communication in the dm, you can be polite but not vague.

How do you build that specificity?

Well, look into what are the cornerstones of what is needed?

What do you need to know in order to get an idea of what it's like for this person?

And it's really that simple.

And it doesn't matter what niche it is.

You can do this even if you're a life coach that is helping people to achieve dreams or whatever.

Be specific with what specifics are important.

So clearer, bolder and more you.

Yeah.

If you've liked this episode, don't forget to like and subscribe to this channel for another episode.

Like and subscribe.

And we'll see you next week.

Yeah.

Sam.