Business Coaching Secrets with Karl Bryan

BCS 156: In this episode, Karl answers questions about:

– Best way to raise your prices

– How to improve your personal brand

And more…

Karl Bryan helps business coaches get clients. Period.

For more magic on how you can grow a coaching business by attracting small business owners, filling local live events, and closing more high end coaching clients… go to focused.com

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EPISODE TRANSCRIPTION –
(transcription is auto-generated)
SFC 156
[00:00:00] Karl: Welcome to Business Coaching Secrets with Karl Bryan. If you wanna attract new high-end coaching clients, fill live events and build a wildly profitable coaching practice where business owners pay, stay, and refer, you’ve come to the right place. In this podcast, Karl provides his keys to the kingdom for finding and signing.
High paying clients and building the coaching business of your dreams. Here we go,
[00:00:43] Christian: ladies and gentlemen, boys and girls, coaches around the world. Welcome to another episode, business Coaching Secrets with None other than the Man, the Myth, the four and a half foot legend, Karl O’. Bro, dog.
[00:00:57] Karl: How it goes it man. What’s happening? What’s happening? Well,
[00:01:01] Christian: it’s going pretty good, bud. I’m on a, on a My taper week week two of the taper.
You don’t know what a taper week is. It is right before you do a long run marathon event, you you gear down, you start resting and recovering. You cut your mileage down and it feels, oh, so nice.
[00:01:20] Karl: And what do you say? Cut it down. What do you cut it down?
[00:01:23] Christian: So at the peak of my training, I ran 20 miles, and then two weeks ago I ran 16.
And then just on Saturday, I, I ran a mere 10 miles Carl, just a mere 10 miles. It was like a, like a Sunday afternoon walk in the park. It felt it felt, it, it actually, it felt really good. I’m not gonna lie about that, running just 10. I was like, whew. Especially when you’re doing, how
[00:01:45] Karl: long day, what are you doing 10 miles in?
How long does that take?
[00:01:48] Christian: About an hour and. So I am not speeding Gonzalez by any means. But you know, as, as my massage therapist once called me I am in, in the Clydesdale division. I am 200. So so there you, I but I, I feel, I feel like an all star athlete out. But when I see my own reflection and my I definitely don’t look like an all star athlete.
So there you go.
[00:02:14] Karl: You look good. Shoots. You look good. Your wife tells me all the time, I’ll handsome. You are. So there you go. There
[00:02:20] Christian: it is. There it is. What’s going on in your
[00:02:22] Karl: world? No. Work, sleep. Work, sleep bud. We get a lot going on. Not gonna lie. Hire two people in the last 48 hours and yeah. Things are good bud.
Things are good. We’re cruising right. Perfect.
[00:02:38] Christian: Perfect. All right, you wanna dive right in cuz I’ve, I’ve got some beauty questions here for you, bud. Hand. Lets do and hand picked it. All right. First one, I’ve heard you say, raising prices is the easiest and quickest way to increase gross profit margins.
Here we go. Good old gross profit margins. What is the best way to raise your clients prices? Whew. I, I kind of feel this could be a bit of a tricky one, I guess, right? Easier said than done. As we both know, even for coaches struggle raising their prices, but nevermind them passing that along. So, you know, raising your prices, yes, it raises, increases gross profit margin, but what is the best way to raise your clients prices?
[00:03:18] Karl: So let, actually you bring up a good point. I’ll tell you, here’s something that I have heard. Lots, like hundreds of times I would dare out. I’ve heard it a lot. Maybe that’s an exaggeration, but I’ve heard it a lot from coaches that have said, they heard me say this and it was a total game changer for them.
Simply put scaled pricing. So like, so what a, you got two coaches. One sucks at sales. One’s great at sales. The one that sucks at sales sucks at, you know, as great at coaching. And the one that’s fantastic at sales sucks at coaching that I, hang on. If you’re good at sales, you suck at coaching. And if you’re terrible at sales, you’re good at coaching.
Kinda getting that frame, I should say that a little cleaner. But anyways, you’re getting the idea. Sales and coaching normally don’t correlate as a general rule, not always anywho. So the coach that’s really good gets frustrated by the new guy that starts coaching and he is charging, you know, he goes out there and he gets 24,000, 36,000 over clients following off a log.
And then the coach that’s been at it and actually provides wicked results, highly analytical and, you know, following up as a superpower. Can’t get to those fees, still charging, you know, a grand a month, 1500, whatever. What you wanna do is you wanna do scaled pricing. So let’s say you wanna be 24 grand a year.
What you do is you could charge, so 24 grand, that’s two grand a month. When started charging $2,000 on you know, on week one. What you could do is do like 500 a month, a thousand a month, 1500, and then two grand a month. Because what do, what do coaches say a lot? Oh, nobody’s got any money. Right? Well, that’s a ridiculous thing to say.
If you think about it. You’re a business coach, it’s your job. But what I’m getting at is that scale or, and maybe that’s a little bit too, you know, that’s too low for. As in, you wouldn’t go 500 for a month, so go a thousand, you know, a thousand month one, then 1500, then two grand, maybe you’re five grand a month and do 1000, 2000, 3000, 4,000, 5,000.
The bottom line is scale your pricing in, because the, the first example that I gave at two grand a month at 500, a thousand, 1,502 grand. The coach that sucks at sales just got a $24,000 client for a $500 credit card and. Is a game changer. So, and by the way, you can also do that with your clients. So that’s a mistake we make, but I, that’s not the question, that’s not the question here.
I think this is about gross profit margins. It look, bottom line is raising prices. It should be a little more complicated and just adding 10%. You know, like when you increase prices on a recurring payment, in a perfect world, I’d go to 10%. Let’s say you get a hundred clients, go to 10 of. Increase the price for those 10 and then see if there’s an issue.
Seldom is probably nobody’s gonna practically notice. But that’s a way to cautiously do it. And you know, Be careful in a flat seat, flat fee situation. Think McDonald’s, you just do it across the board. You just take your menu board, you adjust it and kind of move on. But again, doing it for all clients all the time is not just because you know, your business tells you with the marketing expert, oh, just raise your prices.
Nobody, you know, the conversions won’t change and nobody will notice that. That’s not a hun. Hundred percent true, right? So again, that’s a way to do it cautiously, but. Ro dog. A better question is look, how can you increase profits a hundred percent and then still keep the clients happy? And notice I said, raise your prices like your profits a hundred percent.
Not double your prices, right? Big difference. So like, you know, if your client’s got a 10% margin and you decrease their expenses by 11, 11%, you double their profitability, right? So it’s a bit. You know, it’s, it’s, you know, the accounting finance world, it’s not the most straightforward for those non mathematicians.
But look, think about this. Rod, Doug, you’re looking to raise prices. Talked about this a lot over the years, but practical, inherent, and social value. It’s not just raise your prices, right? Like, let’s go to ’em and, you know, let, let’s increase the level of, you think, add value. You know what I mean? Over, over prices.
It just, you know, It’s, yeah, like price is what they pay and then value is what they get. Right? So value is kind of a pretty average, boring word. So like the break it down, you know? How do you create it? How do you communicate it? How do you amplify it? How do you multiply it, right? I can tell you that attracting the right buyer is also as important as anything.
I’ve often said, like, you can start a cleaning company and do really well. You need to do it in an affluent area. If you go to a poor area and you got a cleaning company, you’re gonna have. You know, a business with low margins, right? Like the affluent care more about the trustworthiness and the reliability.
You know, as much as they do how much they pay you, right? So they’re, that’s their hot button. Their, their hot button is not whether they can save 20, 25, 50, a hundred, 200 bucks, you know, a week or a month or a visit, what have you. So, so that, again you know, you’re talking about raising your prices.
A new way of looking at that Could be, hang on a second. Like, who are we attracting, right? So, so that the cleaning company, attracting the affluent client can go as far as anything to be able to do that successfully. It’s what I’m getting at. You know, practical, so, okay. So think about practical, right?
Practical value. It’s, it’s a piece of paper, it’s a pen, it’s a computer, a laptop. They have different practical value than a desktop. Right. You get it like a pen and paper is gonna have different practical value than a desktop. The same way that a laptop has different practical value than a. Then a you know, one that sits on your, you know, one that sits on your desk and one that you can carry in your, your hand, you know, from one location to the next.
That’s a, that’s a different, that’s a different value proposition, right? So, and then inherent value is reliability of the cleaner, let’s say like trustworthiness. So practical is hard. Pen, paper, computer inherent is something like trustworthiness or Yeah, like, you know, reli think reliability. Again, the person who cares about that over price is probably a really good client.
And then social value. A Louis Baton person knows you spent a lot of money on, or you drive by in a Ferrari or wearing a Rolex. You know, having an elevator in a house is gonna make it just more attractive. To the right buyer. Somebody who’s, you know, can’t afford it. An elevator means absolutely nothing inside a house, but to the right buyer, the right renter, holy smokes, like that’s just the most, that’s the coolest thing ever, right?
You know, living in the right neighborhood, just think the cheapest house on the most expensive lot. All of those things have kind of, you know, social value. So I don’t know. I’d encourage you to maybe write those down and you wanna be helping your client with it, you know. Look at it different ways than just, you know, creating value, go practical, inherent social.
Like here’s another, maybe I’m just trying to go back to coaches, RO Doug. Like part of why all of our coaches are encouraged to do live events they don’t all do ’em, right? But again, we encourage it because again, People would rather die than do, you know, public speaking. You know, so you go to a funeral , they’d rather be doing the, they’d rather be in the casket than doing the eulogy.
Right? But it, the thing is, it brings a compounding effect of authority. Maybe a little bit of celebrity, depending upon how good you’re at. Right. It brings in, it’s so much easier to send referrals. They’ll send ’em to your live event, but they won’t necessarily send ’em to your phone to sell ’em. Right.
Joint ventures that you put a joint venture. If I’m doing a public speaking event and I’m a business coach, I want accountants, the newspaper, the magazine, the digital marker of the online directory. The chairman of the board of the Chamber of Commerce, the number one salesperson, the Chamber of Commerce, like those are the things that I’m, you know what I mean?
Like those, there’s a compounding. Of authority and celebrity. When I’m doing the speaking events, it’s not just about doing the speaking event and what are your conversions and how many coaching clients you can get, although that does come into it, but all of these things are gonna allow you to charge significantly higher fees and get them, and by the way, forget about how much you can earn.
How much of an impact can you have on your client by doing a public, you know, a speaking. You’ll have more authority over your client, which means you’ll say, jump. And they’ll say how high instead of why. And that’s very important if you wanna have a successful coach client relationship. Right? But again, most coaches know it, but then they don’t do it, right?
So if you’re a business coach and you’re not doing parties, you’re not doing live events, you’re not doing regular group type settings, you’re probably missing out on a massive accelerant for your coaching, right? It’s like, actually, you said this in the last few weeks. Like doing, should I do group coaching?
And the answer is yes. And then the answer is the question is. And everybody thinks, oh, well, cuz I can do one dominion, I can make more money. Right? Which you’d be, you can make more money in less time. And debatably, they can get more value from a group setting than they can one to one. And all of these things are gray.
But what’s not debatable is that, The perceived value when you do group coaching, and let’s say you got 15 people in one group, the perceived value that you now bring, the intangible that you now bring to each one of those 15 coaching clients is that they want your attention and they will therefore be willing to pay.
Significantly more for your one to one time. And I, again, I don’t think people see that, like when you’re thinking about doing a group coaching program, it’s just about, you know, one to many and you know, 15 people at once. But really it’s that, that added value. And I hope that’s landing. Cause I’m telling you that’s, that’s really important.
Much like doing a live event. It’s the same sort of. It, it brings value that you can’t see, like the oxygen and the culture for a company. You can’t see it, but it’s there. The same thing happens yeah, when you’re doing group and, and doing live events, et cetera. So, I don’t know, breaking down value into those three types.
Road dogs. So we’re talking about raising prices and what I’m trying to say. I dunno, maybe let’s not just raise prices. Let’s, let’s try double the profitability of each unit of sale. And the way you do that is by going practical value, inherent value, social value, elevating each of those. And I think you’d be doing well cuz gross profit margins.
Like I’d daresay, this might be a slight exaggeration, but the lightweights would go, oh, just raise your prices. Oh, you’ll make more money. Somebody who really understands business would want to delve much deeper and go, well look, what is it? What’s the problem we’re solving? What’s the product that we’re delivering or the service that we’re delivering?
How can we jack up the value in multiple different ways so that, you know, we can charge more, but have it be a better experience for the client? Again, frame road dog, it’s not just about how much can we make, it’s how much, how can we create raving fans? How can we create more referrals? How can we create, you know, a client for.
I know some of that stuff sounds trite, but that absolutely should be the, you know, the bigger picture. So, That’s my answer. A road dog and I, and again, coaches, I hope that landed for them. All this stuff, you know, doing joint ventures, doing regular parties, doing speaking events, being the guest speaker you know, being interviewed on podcast, being the interviewer on a podcast, having your own podcast, all those types of things can go a long way.
Should you do them all? Not necessarily. I do one really, really well is what I’d encourage you to do. That authority can really accelerate your coaching. So, so that’s what I got row. Doug, what do you think makes sense? You like it, it,
[00:14:41] Christian: it, it does. I wanna go into, you’re talking podcast, all this other stuff.
I’ve got a question on, on personal brand, but before we go there, it’s interesting, right? Cuz at the beginning of all of that you were talking about, and I thought it was just such an interesting thing. Again, it’s a mindset thing, right? It’s like, how do I increase prices? Right? It’s like, I I need more mar, I need more gross.
Profits. Okay, well what about net? Like, like I just, I, I, I, rather than, how can I increase the price to make more money? Look, turning that around and going, well, hold on a second. How can I actually increase my margin without even increasing the price? Like, is anyone looking at that? Cause I, and if the crazy part is I’ve got Grant Cardone in my head, who doesn’t believe, and oh, I don’t have.
Spending problem. I have a top line problem. Like that’s always his answer, right? Just make more sales. Funny from the sales trainer, how his solution is always just make more sales. But I find that interesting because of course the average person would just go to, how can I increase more prices or just increase your price, rather than the boring work, which is actually looking at the numbers, looking at the financials, fighting out other solutions.
You know, we, you always use the example of the the hair salon, right? Which you’ve spent many, many, many hours inside of yourself getting perms and stuff. But like, you know, getting the reduction on, on shampoo and everything else, right? Like all that sort of stuff. Like, it’s just the, it’s those, those little things that I think would make a much larger difference.
So, I’m on a bit of a rabbit hole here right now, but
am
[00:16:20] Karl: I making sense? Nice. Yeah. This bottom line control, my dad says, the eighth wonder of the world is that expenses have a way of crawling up to revenues. And you got, it’s not sexy, it’s not cool, it’s not fun. It’s not like skydiving and kite surfing, et cetera.
It’s boring, but going through your expenses and your credit, you know, your profit and loss statement, just looking at itemizing each of the expense. Looking at your credit card, your client’s credit cards, itemizing each of the expenses and controlling it. And by the way, we talked about this on the pre-show, it won’t, it’s, it’s a psychology thing.
Everybody hears this, it makes perfect sense. It is elementary, it is black and white control expenses. You make more money, but it’s psychology 1 0 1. It’s like making it sexy, you know, gonna make, gonna save, make saving, and again, saving money. It just sounds so platitudinal, but it’s just, again, if you have a company that has 10% net margins and you increase you decrease their expenses by 11%, you double the profitability of the.
Right, so you don’t have to double profits, or sorry, double their price. You get, you know, you’re, you’re not looking to double their revenues, you’re looking to double their profits. It’s a very, very, very different roadmap. I love that. Hey,
[00:17:37] Christian: I, I remember, I dunno why this came to my mind a couple years ago, you had mentioned something about like when you buy a course or a program or something like that, like for you, it’s very clear, if I do this, I need to make this profitable.
Inside of, I think it was like 30 or 60 days or something like that. Do you remember that or is that, was that just mine? Just like, just hallucinating at this
[00:17:57] Karl: stage? Much, but bottom line. If you’re gonna buy a program, you gotta be the best student. You know what I mean? You wanna operate the way that you’d want people to operate with yours.
It’s, you know, life is a me. If you’re a good student, you’re gonna attract good students. It’s, it’s a, that sounds platitudinal, but I promise you it’s a zillion percent factual. But nine, if you know, again, I don’t know, 90 days is the frame. I think I’d put around it that, you know, if you’re gonna go and do something, You know, make the, you know, changes, hire the people, move out the other things in your life to make it work.
But 90 days is what I’d be using as a frame. Okay,
[00:18:33] Christian: so now let’s get back to before you talked about podcasts and all this other stuff and brand, right? Like, let’s just call it brand so personal because that’s all part of it, right? Like this is what we’re doing here. I have no idea what it’s doing for my brand.
I’m sure nothing really good. But it’s all good
is for direction on up, personal, any ideas? So I’ll
[00:19:05] Karl: thank you. So, okay, I, you got me laughing. What, what, what I, I’m sorry, rod. Ask me the question again, please.
[00:19:14] Christian: You didn’t like the fact that you’re messing up my personal brand. Okay. My client is asking for direction on tightening up his personal brand. Do you have any ideas surrounding that?
Ok.
[00:19:25] Karl: Personal brand? This, this, yeah, that’s, that’s, that’s good. And again, get back to reality here. This may or may not be something you know, folks have thought long and hard about you know, your, your personal brand is, what is it? It’s the perception held. In other people’s mind about you, right?
Over time and with more exposure, right? Time is the ultimate equalizer. It’ll, it’ll sharpen End of both, right? Good and bad. By the way, it’s very similar to your identity. You know, your personal brand will have a monster impact on your success. And yes, it’ll, it’ll dramatically improve with a little focus and effort.
So I dare say you should try do that. You’ve already got one. And if you’re wondering what it is I would say, look, there’s, there’s four things, your personal standards, right? So like, are you driven, are you reliable? Are you opinionated? Are you a good listener? Right? Your personal abilities or talents, So let’s say you’re a father coach, a marketer, a writer, a public speaker you know, a best selling author key traits.
So I think like unrelenting, action orientated analytical, creative, right? So it’s that, you know, that what’s the key trait and then relatability. Are you deliberate by nature? Are you control by nature? Are you enthusiastic? Are you highly professional? You know, the guy that’s always in a suit you know, maybe, actually, maybe express better this way.
Road dog. Like, it’s a reflection of who you are, what you are what you do, how you do it, and what you believe, right? So who you actually let me who you are, what you do. How you would then do it, and then what you believe, right? Like you ever met somebody who’s just, what do they call him? It’s just lucky, right?
This guy just everything goes in his favor. Or on the other side of it, you got that guy who just can’t catch a break, right? Over the long haul. It’s never an accident and doesn’t happen in isolation. Like success is just successful. Relationships. If you really think about it, if you want like, okay, everybody here, you’d be crazy to not be looking for appreciating assets, right?
Think real estate, think stocks, think business, think crypto, right? But there is an appreciating asset that will, you know, guaranteed to appreciate highest rate of return, and that would be long. What would I call it? Long integrity based relationships with good. That’s it. That is the number one asset class of all time, having good relationships with people that operate with integrity.
The end, and that, that’s why generally like what we find, like with our group, we’ve got, you know, in clients all over the world, 47 countries, Inside of our, like our client, the relationships that happen are like, you know, they’re, they’re lifetime relationships, right? So, so anyway, so getting, you know, part of a community is often, once again, I would put it, like I said earlier you know, there’s that like what culture and oxygen are, you can’t see ’em, but you just know they’re there and they’re never not there.
Little bit the same way there. You know, it’s just these, this, this is, this is where I’d be spending some time. Right. So, you know, it’s a, I get a saying that I say all the time, you can get lucky and make it, but you can’t get lucky and keep it. We do our live event in canto, I, I change up the signs a little bit, but that sign spends an enormous amount of time right up on stage right beside me.
Cause again, you can get lucky and make it, you can’t get lucky and keep it. So there you go. So, and I just help your, your high end coaching clients do the same, but again, you know who you are, what you do, how you do it, what you believe there, that that’s your personal brand. You know, and I, and I do say road dog, that I don’t think the average bear would even, it’s not that they don’t work on it, I don’t know that a lot of people feel comfortable working on it.
And I get an email that’s gonna be coming out, it may have gone out or it’s coming out real soon that I wrote on a plane and it was just like. Don’t, don’t, don’t feel guilty. You ever read a book during the day and then felt guilty or like, you know, reread a course or something like that, you know, between what we’ll call nine and five, like regular working hours that would like working on your personal brand between nine and five could be one of those things that could just pay you, you know, ridiculous amounts.
Like really honing in like how do you want to be. You know, like, you know what I mean? How do you wanna put yourself out there? Do you wanna be opinionated? Do you wanna be known as driven? Do you wanna be known as reliable? Do you wanna be known as a good listener? You know, what is that? So anyways, I don’t know.
That’s road dog. Spend a little bit of time there. That’s what I
[00:24:08] Christian: recommend. So, yeah. No, so interesting. As you’re, you’re kind of going down that rabbit hole there. Cause there’s a couple things that come up for me, but, so would you say then brand is really. I don’t know. What would you say, like what others expect of you?
Would that be a fair
[00:24:27] Karl: thing to say? I’d go as far as to say the answer to that question is exactly your personal brand. Like what, what, what? And you know this, like what do people expect of you? Do they expect you to follow through? Do they expect you to not follow through? Do they expect you to over promise?
You know, like their answers will come from expectations. And what they expect you’ll do, experience in the interactions you’ve had with others, and then observations to what they’ve seen when you act, interact with them and with others that they know. You know what I mean? It’s like, it’s just, that’s it.
Expectations, experiences and observations. And you may be right or you may be wrong and what your personal brand is, but the best advice I could think of to strengthen. Always ensure there’s not like a gap between what you say and what you do. Again, little bit platitudinal possibly, but I would challenge you to go there and be willing to go there.
You know, just nothing worse than that big talker that doesn’t follow through. You know, again, I gotta say you, you measured in life by what you finish, not what you start. You know, things are easy to start, very hard to finish. I was, you know, my, my eight year old daughter, you know, I’m always pushing her like just, you know, we gotta, like, we we’re doing our, we were doing crossword puzzles, right?
We’re on a plane and we’re doing crossword puzzles and look, she’s eight. Right? But again, towards the, you think at the end of the crossword puzzle, oh daddy, I’m a little bit tired. I wanna play on my iPad, I wanna do this, I wanna do that. And I said, baby, no, no. We said, we agreed before we started that we were gonna finish.
Cuz I made that agreement with. Before we pulled out the crayons and we started in the, the cross puzzle that we were gonna finish. Right? So when we get, and if I didn’t frame, I, I think if I didn’t say that, it wouldn’t have been as easy to push her towards the end, right? And I said, no, baby, not only should we finish, let’s finish strong, right?
In a conscientious way. In a proud way. Let, let’s, let’s knock this thing over. And again, you know, and then, you know, bingo, bango, bongo. But we. We finished it off. So my goal here, you know, she’s eight years old. I’m, you know, obviously her father, and I’m trying to create a framework where, you know, that’s in life.
She’s gonna be, you know, she’s gonna be the follow through. Yeah. And nobody’s perfect, by the way, starting with me. You know, so again, it’s, it’s not, but, but that being said, you, you get measured in life, but what you finish, not what you start. Right. So, you know, it’s, it’s nothing worse than the guy with the Lamborghini or the private jet that they don’t own.
You know, and then like, like if they’re putting that stuff on Facebook regularly, right? I don’t know. You tell me. Is that a guy that you think might let you down at a higher percentage than maybe somebody else? I’ll, I’ll leave that one. Right. I’ll leave that with you. So, so there you go. Ro Doug. That’s what I’d you know, that’s, I think that that’s, you know, what, what did you say?
What do others expect of you? I’d say that that’s, yeah. It’s, it’s
[00:27:10] Christian: funny when you, when you said that there’s what was it, a gap between what you say and what you do. This is actually something called the expectations conversations that I learned from one of my all time favorite mentors Doug Carter.
And so he’s, he came up with this expectations dialogue. And essentially what it is, is imagine having this conversation at the beginning with a, with a potential client or client. You say, listen obviously as we start working together, you probably have a picture in your mind of all the things that you can expect of.
And the only way that I can possibly meet all of those is if I know what they are. So why don’t we go through right now and list off what all of those are and make sure that we’re fully aligned and then you write them down and you keep going. Anything else? Anything else Until they’re done, like they’re empty, then typically you’ll probably add a few.
Hey, do you mind if I add a few? Carl? Great. Well, you know, I’m always gonna be honest with you and you know, we’re gonna whatever. Right? Like, just whatever that. And then the key, the whole thing is great. So now what are all the things that I can expect of you? You turn it around
[00:28:20] Karl: Nice. And
[00:28:20] Christian: guess what? That conversation, typically, that list is a lot smaller when When you turn it around on them.
Yeah. But it’s the same sort of thing now. It’s like now you’re holding them to the fire and now you have a very clear. Set, you know, almost a list of expectations that you both are gonna follow in that relationship. And that was such a key thing that I learned from, from Doug. I just thought, it’s such a beautiful thing, so I just thought this was the perfect place for it.
So
[00:28:47] Karl: yeah, love
[00:28:48] Christian: anyways, but great. But when it comes to personal brand, right, so obviously we’re always trying to, we’re always refining and growing and everything else. Do you have any tips on like, how would you improve? Maybe that’s rather subjective, I don’t know, but do you, do you think there’s a way that you can improve your
[00:29:08] Karl: personal.
You know, to be meaningful, your personal brand needs to become part of everything you do, especially those critical moments when you’re put to the test. You know, for an athlete like this is, think of the last two minutes of the game. When is it won in lost? The game is won in lawsuit. How many times has Tom Brady been down, you know, two touchdowns in the first 10 minutes of the game, or.
Four touchdowns for that matter at some point during the game. When’s it won? And lost. It’s won and lost in the last two minutes. Right? I played some hockey in my day. You know, national championships, world Championships never ceases to amaze me the same guys. Quote, unquote, lose it when things are not going their way at the most critical of times.
Like they choose to start a fight in the last two minutes of the game when we’re trying to make a comeback. And then guess what happens when that now we’re shorthanded. Like we get a, we’re down by two, we’re trying to make it up. And then we got, you know, Yahoo sitting in the penalty box and you know, so now we, you know, we’re, we’re down a man.
So now it’s you. Extra. You know, it’s just, it’s borderline not gonna happen. Right? So it would, and then you ask, okay. Then I would encourage you to go, why? Why is it the same guys that lose it in the last two minutes when it really matters? You know, it, it has a lot to do with just being the center of attention.
But Tony Robbins, I’m positive, would, would drill it down to they’re driven by significance. And if you understand Tony Robinson’s work and significance drives your life, you’re not gonna be overly happy. Right. So, so yeah, that’s you know, that’s, When it’s on the line, how do you perform? You know, you’re iden.
Iden. Do you identify truthfully where, what your personal brand is? So I think standards, abilities, traits, and relatability. Right? Like what again, when you think about yourself, what are the standards, ability, traits, and relatability, right? Talked about those earlier. Understand that, you know, the best personal brand is one that’s constantly refined and improved.
You know, be strategic about the traits that you wanna represen. You know, really simple, you know? And, and by the way, is there a level of, like, some people are just really naturally geared this way, but like, are you proud of your personal brand? Have you spent five minutes thinking about it? There’s a good chance.
No. But as you do and as your client does, you know, is this, is this something they can really be proud about? You know, you know the guy who, you know, Michael Jordan. He, he walks onto a basketball court, he’s got his chest up. He looks like bloody Superman walking. There’s a reason, you know, there’s a level of pride in his step, in his posture, in his shoulders, in his face, in his, in his body language.
You know, again, so, you know, do you hold yourself with confidence, poise, and maybe a little bit of humility, by the way, could go a long way, you know, and like aligning with what you say and what you. You know, you’re, you’re not gonna be perfect here. And I most certainly am not. No one is, but it’s critical.
These two stay in proximity as in like what you say and what you do. Ro Doug, you said that earlier, they gotta stay in line, right? And, and by the way, your personal brand’s gonna be dramatically affected by the company that you keep. I’d get really strategic about surrounding yourself with people that have similar values to the personal brand that you’re trying to represen.
Remember, what do they say? Rod, love your family, but choose your peers, right? As a business owner, an entrepreneur looking to really shift things locally and do something special. Certainly as a business coach looking to be respected and to, you know, be asked to come and speak and to, you know, get a little bit of a following and you know, you say jump and you want them to say how high instead of why.
And look, this is not about wearing a flashy suit, or most certainly not about standing with the Lamborghini, with the, the doors up or the Ferrari or whatever. It goes miles and miles deeper than, I dunno, slick veneer when someone takes the time to pose in front of a car that they don’t, you know, they can’t, probably couldn’t afford.
And then it all over their social media profiles. I don’t know. You know, I’ll, I’ll. You know, people who own Lambos and Ferrari and Rolls Royces, generally speaking, keep those things as far away from social media. And by the way, you know, other relationships, they keep ’em as far away as possible, you know, as possible.
So a branded relationship will only happen if both parties believe there’s a direct. Alignment or maybe a direct, direct connection of value systems and that’s it. So you want a joint venture. You want the accountant to deliver, you know, make sure that when they ask others about you or the clients about you, they see you speak, they watch you on social media, they see your posts, et cetera.
Make sure that that’s something that you want. You know that you think that they would wanna align with, right? Remember, money is just an accelerant, right? Via, it just makes you more of who you are, right? Actually, here’s a good one. Road dog. When somebody. Has their first big win. And again, I think I’ve said this in the last little while, but I can’t remember when it was, but I think it’s very like relevant here.
When somebody has their first quote unquote big win, right? Like, they hit, let’s just say $250,000 client net, net, you know, a hundred grand hits, their bank account doesn’t leave. Bingo, bango, buno you know, they’re, they’re riding high, right? What they do after that? Do they start, you know, forgetting the little people?
Forget about, you know, where they came from, that sort of stuff. I see that happen a lot. That’s when the Lambos go on the face, you know, the social media profile and the boat comes out and everything else. And not by the way having a boat and a cool car. Hey. That’s not, you know what I mean? It’s, I’m not saying you shouldn’t have all those things.
I do think you should keep it in check. Cause what people don’t realize about buying a boat is you now gotta go drive the bloody boat and that takes you away from, you know, how you afforded the boat. So again, but, but maybe I’m not gonna go down that rabbit hole, but just make sure you keep everything aligned.
You know, if you’re life step, you, you know, maybe what I’m trying to say, maybe go the boat. Or the Ferrari or the whatever, you know, fill in the blank, the really expensive thing. But going all of them is probably not gonna, I don’t know. I don’t know if it’s gonna have the desired result. Ask other people that have been there, done that, got the postcard, what I was saying there a minute ago, and people have that first win.
What they do immediately after that can tell you a lot about them. And sometimes that’s not so great. Cuz again, money is an accelerant. So, yeah, something to think And Rooke. Look, a personal brand is a relationship, not a statement. I think that’s the best, like personal brand is a relationship. That’s it.
You know, it’s not a statement, it’s not a catch phrase, it’s a relationship. So relationship with yourself, relationship with others, relationship with your family, with your business partners, with your clients. That’s your personal brand. So, so that’s what I’d say shoots. But I, I agree man. I think that’s, You know, improving your, your personal brand is something I think people should be put, you know, spending some time on and good idea.
There you go. What do you think Chz would, would
[00:36:23] Christian: you say your personal brand is a reflection of your values and who you truly are in, out in the marketplace?
[00:36:28] Karl: Yeah. It’s, it’s exactly, it’s, and it’s your relationship with those things. Yeah, totally.
[00:36:33] Christian: Would, would you, would you also say, when you say forget about the little people, would you say that that’s people your height
you don’t, right. Last question I had to, you said little people like, come on man. Like it’s just, you tee it up for me and I ain’t good at baseball, but when it’s T-ball, I can smash. Just know that when, so we’ve talked about personal brand and real last question here, cuz I know we’re up against it here, but like, what about then translating that over to the business side of things?
Right? Like what? Like how, how do you, what, what about
[00:37:08] Karl: a business brand? Yeah. And first of all just I am not pretending to be the branding guy, but that being said, I don’t know. I look a business brand is a logical extension of personal brand, right? When having. Long term relationship with your coaching clients, you’ll need them to build a well-respected brand over time.
Right. Because if you don’t, they’re, you’re gonna lose ’em. So this is something you wanna be spending a little bit of time with, right? True meaning? So business brand, I think, you know, it gets lost and confused over the years with logos and catch phrases and product extensions. I just think like, I really think, what is it a business brand is like about awareness?
It’s about values and it’s about relationship, right? So awareness, the way in which the client will view your business or your client’s business values what the client can clearly grasp. The business represents, like, one of the things our company represents is we move very seldom they ever speak to a client that will not tell me that we move fast.
We, you know, like steal Zuckerberg’s line. But, you know, we, we move fast and break things. I think it is, but you know, we, you know, we move fast and we have always done that since the early, early, early days of. You know, whatever. 2008 I’ve been, let’s just say 2008. We’ve had this same, the same online model e-learning system, online coaching since 2008, and we’ve always moved really, really fast.
So that, that’s one of the things, hopefully a lot more than that, but like to over deliver on steroids. But without doubt, when I speak to people, one of the things that they say is, wow, you guys got a lot going on. You guys develop a lot of. Anyway, so relationship and then relationship. Maybe I just, you know, framed a little bit of that, but between the client and the business, you know, so, so perception is reality business.
Like if I, I’m trying to think of like a definition, definition of business brand, like it’s the emotion that would exist in the mind of the client, or maybe prospective client, by the way. importantly, That brand could be enhanced when the client feels expectations have been exceeded, right? So again, just I, you know, the emotion that somebody feels when they do business with you or with your client.
And then importantly, the brand is gonna be enhanced when that client feels that people are over delivering. You know, and if, if you wanna help your high end coaching clients build a strong business brand, you know, their, their business is gonna need to have like emotional relevance, right? It’s, it’s gotta solve a problem as a starting point.
But if a client doesn’t relate on an emotional level, the brand’s gonna have very little power. Like, think Nike, think Rolex, think bmw, think Ferrari. Harley Davidson definitely like clients are emotionally invested. That that’s how you end up with, you know, somebody getting a tattoo. Also think Harley, like Harley Davidson might be a good frame to be thinking of.
If you wanna know about a good brand. Again, when somebody tattoos it on your arm you know, a strong brand stands for something worthwhile like what’s that company, shoe company. Bill Tom’s shoes. It provides a pair of shoes to every, you know, child in need when you buy one says everything about them.
You know what I mean? You don’t need to meet the owner to know that you know what his, you know what I mean? A little bit about his values. I mean, he came up with that before, or I presume, I don’t know that Tom’s stories. I understand it though. I mean, this is the way they did it. Day one. And frankly, that’s why we’re here talking about ’em.
They’re such a success story, as you know, great company did well. So what did I say? Emotional relevance be distinctive. I also, you gotta be, if you wanna have a good brand, you’re gonna have to be consistent. The quickest way to diminish your brand is to be inconsistent. The end drop, the mic goes over.
You know, a business only gets credit in the mind of its clients, or maybe in prospects for what it does consistently. Like McDonald’s has terrible food, but the experience is insanely consistent across the globe, you know? So an example of coaches that are really. I’ll talk to, you know, a successful coach should never be late for a coaching call.
I’ll tell you that. It could be the red hot tip. You need to be there on time. That is, and by the way, I have been guilty of being late. You know, for different coaching calls, but I’ll tell you that, that, you know, that’s, you know, not a good thing. Say that was zero pride, especially when someone is, you’re coaching.
I don’t coach people anymore, by the way, showing up, but I was very, very busy. I was going from call to call to call. I always tried to over deliver, which was part of what, you know, part of the emotional relevance that I was trying to bring to my relationship. Really over deliver. But being on time is, So just think of McDonald’s again.
Their food’s terrible, but you show up across the globe and you know exactly what you’re gonna. Expect so, and I don’t know, roddo, you bring those things together, I think you’d end up with brand integrity. And I think that’s the goal that you’re looking for. And I think you should be listening to this, trying to build your own brand, your own personal brand, but very importantly, help your clients do it.
And when you see, you know, inconsistency, you see lack of maybe distinctiveness, you should be stepping in and helping them with, with that, cuz it could be doing some harm to their brand. But there you go. Road, Doug. That’s what I’d say.
[00:42:27] Christian: I would also say brand is what do people think of your company or you when they see your name or your company’s name, right?
Like, what, what’s going through their head? So
[00:42:39] Karl: I think that’s probably look a hundred percent Doug. Like when somebody is not there and your name is mentioned, what is said is your personal brand, what do you like it or not? That’s your personal brand.
[00:42:50] Christian: The end and, and, and then the question is, If you looked at your own content that you post online, would you hire you?
You know, like especially over the past three years, right? There’s been a lot of people posting a lot of crap online. I don’t care what side of the argument you’re on, and the fact that we’re saying each side of the argument and everyone knows exactly what I’m talking about is ridiculous. But you know what I mean?
Like this is just how divided the world is. But it’s just crazy that it’s like, if you’re just spouting just nonsense, right? And just either fear, whatever, it’s, I don’t care, whatever you’re posting, like, are you taking that in consideration? Like, is that what you want? Is that the brand that you want? It’s, it’s, it’s like if Carl showed up wearing Lulu Lemons all of a sudden every day, you know, like not good.
Not good for anyone at all.
[00:43:42] Karl: So there you go. So Rog, I told a buddy of mine Return Rog. I told the, and you called me Homeless Carl, and oh my God, that he, he literally fell off his chair laughing that oh my God. I was like, why is that so funny? Anyways,
[00:43:58] Christian: I have never seen a man dress as poorly as you. That actually is gainfully employed.
Like it’s, it’s, it is a sight to be. Anyways, why don’t you close us that entirely pretty well, not you do. I’ve seen you clean up once and that was when, you know, when you present on stage, you clean up real nice. I, I will give you that. But outside of that, it’s your fashion sense is something left to be desired.
My friend It’s a, it’s a good thing, you know, this whole online thing, I get why you went there in, makes for radio. So there’s crazy. You’ve got one of the prettiest smiles out there, bud. I’m not even lie. You talk about veneers. Look at your bud. Those are those ares right there. All
[00:44:48] Karl: right, nice enough. Close.
Close us up. One thing, one
[00:44:51] Christian: thing, one thing that people can take from today’s episode and implement.
[00:44:57] Karl: I think, okay, so business brand, three words, awareness, relationship, values, what are they? And I think you’d be and I think you’d be pretty close as to what, you know, those three words. And then personal brand think expectations, experiences, observations, those three words on a personal level.
The other three words on a business awareness, relationship values, and I think you’d be a long way to understanding brand at a, at a high level. There’s my answer. Shoes. All right.
[00:45:31] Christian: Alright, everybody. Well, thanks again for tuning into another episode of Business Coaching Secrets with the Man, the myth legend himself, Dr.
Karl Bryan. And if you’re not on the inside and getting access to pre-show or you’re getting Karl’s daily emails, they just want more information on how to build your coaching company, visit focus.com and subscribe. Again, if you enjoyed the podcast, please share it with a, a friend or someone that you may, you know, think might make a great coach.
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[00:46:13] Karl: Karl Bryan built profit acceleration software 2.0 to train business coaches. How to find any small business owner more than $100,000 in 40. Five minutes without them spending an extra dollar on marketing or advertising. This becomes a business coach’s superpower.
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