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BCS: 151 | How To Sell Based On Emotion + Tips For Successful Growth

Business Coaching Secrets with Karl Bryan

 

BCS 151: In this episode, Karl answers questions about:

– Selling based on emotions

–  Tips for successful growth

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)

EPISODE 151

[00:00:00] Karl: Welcome to business coaching secrets with Karl Bryan. If you want to attract new high-end coaching clients, fill live events and build a wildly profitable coaching practice where business owners pay, stay and refer. You come to the right place in this podcast Karl provides his keys to the kingdom for finding insights. High paying clients and building the coaching business of your dreams. Here we go.

[00:00:42] Christian: Ladies and gentlemen, boys and girls coaches around the world. Welcome to another episode of business coaching secrets with the one and only the master of disaster himself. Dr. Karl Bryan is in the house, ladies, and gentlemen. Katie welcome to the. 

[00:00:57] Karl: And once again, disclaimer, I am not a doctor in any way, shape or form.

[00:01:02] Christian: I keep saying that you could be like a doctor of whatever you want it to be bud. Like, why do you have to poopoo that every single time it was like, seriously, you could be like, you are, you are the doctor of business coaching? Boom. Made it up. It’s real thing. Deal with it. How about that? 

[00:01:20] Karl: Let’s go with it. How are you? 

[00:01:22] Christian: I’m doing, I’m doing good, but I’m doing, I’m doing good. You know, it’s just it’s funny, right? Like it’s, it’s fun. We do this podcast, at the beginning of every week. And the hilarious part is it’s always like we get on and we’re like, man, it’s like, we sound like we’re ready mid Wednesday.

You know what I mean? Like it’s like, how does that happen? How does it happen that? You know, hours into Monday and it’s like, you’d already feel completely overwhelmed. It’s it’s unbelievable. It’s beautiful in a way, but it’s a. 

[00:01:51] Karl: But I do, but that’s all good. That’s so good. Okay. It was a beautiful thing. If you’ve ever not been overwhelmed and not had anything to do. Who what’s going on shoots. We got some questions or 

[00:02:02] Christian: whatever. And speaking of overwhelm as a Toronto maple Leafs fan, over the years, you’ve been overwhelmed with emotions. So now those emotions have probably just been a lot of disappointment and sadness, which I can also relate to as a Canucks fan. But, you know, having that in mind we had a question and the question was more in regards to, I heard you talking about using your prospect’s emotions. See. JVs and to close them as clients. Can you explain how you do that? 

[00:02:34] Karl: Okay. Sorry. I got excited about the Toronto maple Leafs. 

[00:02:39] Christian: This is such a beautiful segue. I lost you at the Leafs, which is a crazy cause last and Leafs go together so well. But the question was, you’ve talked about using your prospect’s emotions to sell them, like in meetings and JVs and just closing them as clients. So can you, can you sort of, kind of, you know, guide us through that and explain how you use the client’s emotions to actually sell them. 

[00:03:05] Karl: Gotcha. Okay. Yeah. Good question. Well, okay. So I think the way that I’ve framed it up in the past, so I assume this is where we’re supposed to go, but emotion versus logic, you know, imagine going to a nightclub or a bar or a pub, or maybe you’re going to church.

You know, when you’re meeting a beautiful woman and then you’re trying to convince her you know, to jump in a cab or to come home with you, or maybe hold your hand or whatever. Imagine using logic in that dynamic. Right. And I think you kind of pick it up, what I’m putting down like a logic ain’t going to get it.

Their emotion is what’s going to make I could get myself a drink. I think you guys get what I’m talking about, right? So, so emotion would move you along, right. And again, I’ve never been a woman. But I’m going to guess it happens somewhat in the opposite direction. Although it’s rare. I don’t know.

It’s rare, but women pursuing men, it’s normally the man pursuing a woman. I don’t even know. I’m not the dating guy, but emotion, play it and a part of it, which is ultimately that’s about influence. Right? So selling coaching is the. You know, your new coaching clients going to make a decision to buy from you with the emotions and then justify with already made logic.

That’s what I’m trying to say. Right? So the primary emotions I think that you’d need to sell or to influence someone or to get them to hand over their credit card or write the check or sign the paperwork would be just an these are one-on-one up-sales these, you know, like you’ve got fear, you’ve got curiosity.

You got certainty. You hear me talk about curiosity and certainty all the time and how important they are. You’ve got guilt. Like, you know, you didn’t get these principles in the past, so therefore your business is in trouble and your kids didn’t go to Disneyland as a result of that. Right. So you kind of got guilt, you got pride.

You know, how would you like to be the guy to be able to say you built the seven figure company, you built the eight figure business. You’ve now got 10 employees, that kind of thing. You’ve got greed love. And then the big Mac daddy. And this was according to Warren buffet is envy, right? So you got fear, curiosity, certainty, guilt, pride, greed love, and envy.

Your perspective, high-end coaching clients, right? So I’m looking to close, you know, it’s road, dog, it’s Dave it’s Susie it’s it’s Lucy. I’m trying to close them into coaching. If they’ve allowed me to get onto the phone, do a zoom or get into their office or their board room, they’re looking for a transformation or maybe frame differently.

They’re looking for new opportunities. What they’re not looking for is improvement really important. What I just said. Okay. So let’s go to driving traffic on the internet if I drive traffic to an offer and it is improvement, right? So let’s say, you know, instead of closing, you know, to what a 10 sales speed, 10 sales opportunities, you’re going to sell three or take your profit margins from 20 to 30%, that kind of thing, like improved.

That’s not what they’re looking for. They’re looking for transformation and they’re looking for new opportunities. Very, very important. So paint an emotional picture for them, right? Like once you start working with me The new holidays that you are going to enjoy are going to look like this. Have you ever had a 30 day holiday without a cell phone?

Without a computer and without an internet connection? Okay. We’re going to be able to get there. That’s total. They’ve never done that. And that’s a new opportunity. That’s a transformation, right? So new holidays. What about their new freedom? Okay. Like not having to worry about where that next deal, that next check, that next bit of revenue is going to come from their new demand.

Like isn’t, you know, people calling them maybe it’s respect. Like I mentioned, you know, seven figure, 10 staff, maybe it’s an eight figure business. Imagine that the recent. That comes with that automatically. Maybe it’s their new website. Again, how many people, you know, how many businesses have got a website and it’s just dreadful and it just kind of cringe-worthy for them, not for you, but for them.

Well, their new website, that’s something, the first thing we’re going to work on, I know this has really been bothering you. That is we’re going to completely transform that website. It’s going to look nothing like it currently looks, it’s gonna follow this framework. It’s going to convert like crazy.

You’re going to wake up on Monday and there will be leads waiting. Right. That’s it. That’s a totally new opportunity to what they’re currently experiencing. New Bulletproof systems, again, they’re running around like, you know, chasing their tail a little bit. They’re looking for a systems. Well, let them know that these new systems that you know how to build and you know, which ones to build and, you know, the important ones from the unimportant ones, et cetera.

Well, you’re going to help them build those systems. The new capable staff again, currently, you know, they’re frustrated with their. They got their kids working for them, or they got somebody working for them. It’s a challenge. Well guess what? One of the first things that we’re going to do, and the first things that we’re going to undertake is we’re going to completely change not only the staff, but then the culture behind the staff.

So we never end up with this challenging. Maybe it’s their new marketing. Maybe it’s the new car, the BMW they’ve always been wanting. Maybe it’s going to be the new home. They’re going to move from this area to another area, right? In their mind. That’s a transformation where all of a sudden you’re living at the top of the hill where you’re living in the, you know, the gated community or what have you, but like talk about that, right?

The new friends that they automatically assume are going to come once they start doing better and living in a different community and driving a better car. And going to better restaurants and what, you know, there’s, you know, joining new clubs, like, you know, the oil and gas club and the yacht club, and they’re gonna buy the boat you know, talk about all those things, the new parties they’re going to get invited to.

So, so emotion over logic is really the frame road, dog. And and that’s, that’s how I do it. So it just, what did I just say? Somebody who is interested in buying coaching from you and having you come in and mentor them, guide them, improve their business. They’re looking for one of two things. They’re looking for a transformation, so speak to them in an emotional way around that transformation and new opportunities as what they not looking for.

And this is a biggie they’re not looking for improvement. And that’s a mistake that a lot of coaches. Maybe as they show up stocking, you know, improvement. So, so there you go. That’s it. 

[00:09:05] Christian: Okay. So the quote with quotable, Karl, Brian, the only thing I got out of that was, I’ve never been a woman. Like I highlighted the show, put it in quotes, put it on your wall.

Folks. Karl Bryan, I’ve never been a beauty common right there. 

[00:09:25] Karl: I I’d be a great swimmer. If I was a woman, I wouldn’t be, oh, that’s 

[00:09:29] Christian: not cool. Let’s not kill there. Oh my God. And by the way, I love how you framed up the whole thing of, you know, like if you’re going to the bar or to church, like that’s where you’re going and your objective is to hold hands.

Like, wow. Okay. Moving right along and folks Oh, my God. I 

[00:09:47] Karl: was literally thinking of like, am I stupid? But whatever,

[00:09:54] Christian: like, you know, I’m sending you Shanaya Twain girl. I feel like a woman later, like, you know, this is happening right. Where man, I feel like a woman. That’s the sign. I don’t want to screw up. Tonight’s main story. I know she’s listening. Right. Obviously, listen, I read online. Yeah. Because you know, it’s true. If it’s online, this is a fact.

If you don’t believe me, just ask my dad. And I just wanted to get your opinion. There was a quote and it says you’re doing sales because you failed at marketing. You’re doing marketing because you failed a product. Like what do you, what do you think of that? 

[00:10:27] Karl: Yeah. You’re doing sales because you failed at marketing.

You’re doing marketing because you failed a product. So the answer is that it’s, it’s lacking context. That’s the. So, and I just know that the traditional internet marketing world or the, I don’t know, I just, a lot of, I’m just going to say like business owners, maybe people that are out there marketing that don’t have a huge background.

You know what I mean? Are newer to their career. Let’s just say, might hear that and go totally out to lunch. So it’s lacking context, like who are you talking to? The person who would have written that I’m going to guess is talking, you know, directly to software. And like, if you can understand blue ocean type opportunities, if you don’t probably a good idea.

Maybe blue ocean. Let me just explain real quickly you got SIG, what is it that. Siegfried and Roy, right? Like you know, the Las Vegas show. Okay. And then these two guys, and they got paid handsomely, and I’m going to say $50 million a year. I got no idea what the number was, but it was big. And let’s assume 50 million is a lot.

And they didn’t, you know, five nights a week. And they were they’re wrestling, their tigers, Yetta, Yetta, Yeti. Until one of them got badly beaten by one of the tigers, but anyway, it’s topic for another day and they made, what did I say? 50 million. And then there was across the street. Siegfried and Roy were like already a decade into their career, if not far more like in Vegas career.

And these guys showed up called the blue man group. Okay. And what they did, they ever saw the show, right? They’re all dressed up in blue, running around dancing, whatever they’re doing. Right. Well, the blue man. Was gone was like operating in a hundred different countries on the exact same night. And all I needed to do is to get five people who can sing and dance and do whatever the heck the blue man group does.

And, and they could do that. You know, in multiple countries, the guys were blue. Nobody knew what they look like. And the guys who created the blue man group are sitting on their coach and let’s assume they were making, I have no idea what the number is, but I’m going to say $250 million a year. And they’re on the couch hanging out with their families and having dinner with their kids.

Right. Slightly better business opportunities. So blue ocean is just that success doesn’t eat itself. If that kinda look up network effects and that might kind of help you with it. Bottom line is. Product. So there’s a growth loop is what I’m trying to define here. A growth like, like the Facebook advertising Facebook market, did Facebook have like salespeople and the answer is no.

And then you go, well, how did LinkedIn Facebook, Uber, Airbnb, how did they grow? And the answer is growth loops. And if you don’t understand growth loops that encourage you to go and maybe check out. Very powerful concept. It’s like think of it as a referral program on steroids. And that’s how the big dogs, that’s how the unicorn unicorns grow.

So, so do I agree or what’s my opinion? It, it lacks context, right? So a business coach looking to get 15 clients and make 200 grand a year. I would cautious to listen to that. Right. But at the same time by, by being. Where did I, I wrote a an email awhile ago and you know, blog post, whenever I think we talked about adhere as well on the podcast, but like if you’re going to drive traffic on the internet, three types of offers, you got a tech tactical offer, which is what’s tactical.

Right? You know how to get 10 clients in the first 30 days as a business coach. And then you’ve got a strategic approach, which is, you know, how to differentiate yourself as a business coach, let’s say, and then you’ve got a principal driven. Principal driven campaign, which is like, I think I said become the best coach.

You can be something to that effect. So the tactical offer will get the most opt-ins the strategic offer. We’ll get the second most opt-ins, but significantly less than the tactical. And then the principle-based offer. We’ll get way less opt-ins than your tactical offer, but debatably, and it depends on who’s doing it and the manner in which they do it.

But dollar for dollar. Somebody experienced to the same person was doing all three. The principle based offer will bring in the highest level of, of prospect. So it’s just, you know, it’s, it’s like getting strategic is kind of what I’m saying here. Growth loops is really, like you said, the person who wrote this would be, would be, you know, SAS slash software.

Again, Airbnb meets E-bay meets, Amazon meets What did I say? You know all those, you know, all the online, you know, most definitely Facebook and Instagram and YouTube, et cetera. So, so that’s the answer to that. It’s a, I don’t know if this is the right form to be going too, too deep there, but I do encourage everybody to understand what these higher level, you know concepts are so that, you know, you could own a strategic manner, take it to your smaller client and at least know where you’re going.

Whereas the internet marketing world is just, you know, Market like crazy. Bring people in. Like how many times does a, like a, like an online campaign. Like, you know, you’ve got that, like at the end of the day, your internet marketing campaign, your marketing campaign doesn’t mean it matter if it’s digital marketing, it’s old school radio or newspaper, or, you know, direct mail at the end of the day.

What matters is the money in a bank account? Okay. So you’ve got multiple steps to a campaign and you gotta be very, very careful to increase your opt-in. At the cost of decreasing revenue in the bank account and sales and not your sales, but ideal sales of those principle-based individuals that are your highest level people, right?

Like there’s so many stories of these seven figure launches where guy, you know, so basically, you know, guys would do, like, what was it? Seven figures in seven figures in one day, right? It was like a big four minute mile that I believe was Frank Kern or it might’ve been the other. I can’t remember his name, John Reese, John Reese.

So, you know, seven figures in one day, but what you’re not seeing is the refunds and you’re not seeing the people, you know, you know what I mean? Like you’re not seeing the whole, the whole gambit. Let’s just, let’s just go there. Let’s just assume refunds is the only issue that they ran into. And there were more than that.

What’s the point of doing seven figures. If you gotta get. You know, $400,000 of it back. Cause the people you brought in were just coming in, cause you had a money back guarantee or whatever kind of guarantee if they signed up and they’re just whatever. And are they taking advantage of you? I don’t know.

Some of them were some of them weren’t that was a matter just seven figures. Wasn’t seven figures. Seven figures became 600 grand real quick and then not to mention all the affiliates and that sort of thing. So. Road dog growth loops is my answer for people to go semi deep on. And that’s my answer about tracking 

[00:17:10] Christian: context.

It’s also lacking data, right? Like it’s funny. Cause we actually, inside of the agency last week had some real good training. So anybody that’s running online ads, like if you don’t have, if you’re relying on Facebook data, by the way, good luck with. Because if you’re not running something like a segment tricks or high rows, and you can’t like, you may be getting a boatload of leads.

Are they the right leads? Are they the ones that actually convert, right. And you’ll be put, will you be willing to pay more for leads that actually close versus having two 20 times, 10 times more calls to close the same amount of people. Right. So it’s just, it’s interesting. And when I look at that, that, that phrase, whatever you want to call it, right?

Dot quo, it’s like, well, It all comes that when you say product, and if you want to take it out of a SAS type format, like you were talking about, it comes down to like, what’s the problem that you’re solving, right? Like, it’s, it’s easy to get leads. Anybody can drive leads and then, but then closing them.

It’s like, well, what are you paying attention to? What the people are saying? Like, what’s the problem that they believe that you’re solving. And if it’s hard for you to close them, then you’re not on the same. You’re not solving the same problem. Right. Does that make sense? 

[00:18:26] Karl: And a hundred. What is that again?

Spike defenses, go from, take your spidey thesis from ideas to looking for problems. And you basically go from problem to solution. They have a problem. Can you solve. Are they willing to pay for you to solve it? How many people have that same problem? Are they looking for you to solve it? How easy is it to find those folks with that problem that want you to solve and are willing to pay?

So, yeah, absolutely shoots problem, solution. And problem. If I 

[00:18:54] Christian: had vanilla ice on key right now, I would be playing that, you know, like it’s perfect. If you got a problem, you’ll, I’ll solve it. Come on. Like it’s beauty tie in right there. But anyways, that is. When this podcast gets elevated to the next level, when we start adding sound effects, like it’s going to get really annoying for a while, but it’s going to be amazing.

I guys got to say that, Hey, listen, I got a bit of a general question here for you. I don’t know how you want to kind of take it. It’s just in regards to somebody wrote and just said, Hey, listen, I’ve got a client. That’s he’s a chiropractor. Any tips or suggestions to help him grow successfully?

This is the most dangerous type of question you could possibly ever ask on this podcast, because this could be a three hour special now. So stay tuned, get comfortable. We get the popcorn, get some coffee, take it away. But I don’t know how you’re going to answer this, but this could last a while. 

[00:19:50] Karl: It’s. Okay, let, that’s hard to follow up shoots.

I’ve talked talk for a long time. And so now, you know, it’s amazing road dog. How many people go to dentists, realtors and Kairos, first of all. So first tip maybe as a business coach and a new business coach, if you don’t have experience that was, might be three niches to, I dunno, steer clear of, but you know, it’s a lot more competition, you know, nobody’s going to the mobile dog groomer, right?

Not a sexy, but. Hey. Go for it anyways. So just, just going to innocuous, you know, things that, you know, industries that other people haven’t thought about that are a lot less sexy and a lot less in your just cause you drive down the road and you see realtor add realtor, add realtor ad doesn’t mean that that’s a hundred percent who you should go to.

Right. And maybe it is maybe you got a background or maybe your wife is a successful realtor or you’re a successful realtor or somebody. Whatever, you know, you, you you’ve got that background. Look, you want to help anybody? It’s you guys have heard me say this before. If you followed us at all, but little red arrow, you are here, you got to establish that, you know, the unique, personal nuances of this individual also look, road, dog, perfect segue.

Like what is the problem of the industry? What’s the problem that this individual has, right? So When I’m getting together with somebody, that’s what I’m like, I’m asking questions and I zip it. And I’m looking for the language. I’m looking for, the patterns I’m looking, you know, and they’re going to say certain things with a little more passion than other things.

Well, probably a really good chance at that problem. That frustration is a little higher on their you know, emotional. I will be willing to pay for this. You know, scale. So, so that’s, and by the way, not just looking for problems they’ll solve, but one of the other things that I’m doing, I’m looking for really good opportunities that I can pour gasoline on.

Right? Like, so what are they doing really, really well? Well, sometimes what you want to be doing is not reinventing the wheel, although that’s what they’ll, I said earlier that they, they want new website, new sales process, new staff, et cetera. That remember as I’m going into coach and a strategic level, what I need to do is put money in their bank account.

I’m looking for opportunities to poor gasoline as well. But real simple. Look, let’s go to problem. So I can tell like what the, the, the challenge that a chiropractor is going to have on average is the clients come in after an accident, you know, car accident, whatever it might be, they’ve got back pain or a back injury.

Maybe it’s a shoulder, maybe one, whatever it is and they get short-term relief and then they don’t come back. Right. So, and I’ll assume that we’re talking to, or about a chiropractor that wants real growth, right? Not just a guy who’s semi retired within to make a hundred thousand dollars a year living.

Okay. Lifestyle and, and golf three times a week. Right. So look here’s if I were to try and list the problems and again a niche that I am semi familiar with. The chiropractor knows that people will come in, get short-term relief. And then they will be back in the future, but when the short-term relief comes, they stop coming because it’s an inconvenience, right.

They leave work or leave the house. You’re jumping in the car and go see the chiropractor and they don’t have a program to educate the individual or to reactivate them. Right. So that the Cairo knows that this is happening right. Another problem that a Cairo has is a low unit of sale, right? Like they have a pay as you go model, right?

So road dog follows down how a sore back hurts himself, lifting weights. He’s he’s running another marathon. He has an injury. You know, so he, you know, he, they have a pay as you go models. So he’ll come in and just call it a hundred dollars a visit. He’ll come in four times, get short-term relief. He leaves.

And that’s so that’s a yo low unit of sale. Think of hundreds versus thousands. Right? Another problem they have is like paid advertising for a chiropractor. Doesn’t work real well. Right? One of the problems cause ultimately what they want to do is do like preventative. Type, you know what I mean?

Like the best result is that you go to your chiropractor for prevention, as opposed to just when you have an accident, because only like the accidents only going to be with Chet Holmes would call the 3% now buyers. Right. So you don’t want to just go to 3% of the population you want to be going to the general population you know, and providing them health benefits.

Right. They don’t have that program. And also understand that, you know, the guy or gal who owns the chiropractic clinic has a gap in this area. Like they’re a great chiropractor when they go to a, you know, a weekend retreat or a weekend educational dealio. It’s not about building their business, not about marketing their business, reactivating clients.

It’s about. Becoming a better chiropractor, right? It’s not, how are you going to market this business? Cause what I’m defining is a lot of, you know, kind of marketing slash sales type problems, right? And by the way, they also sell them, have what I’ll call a referral network, where they can formally follow up a little bit, not growth loop by any stretch of imagination.

Chiropractor is probably not going to have the capacity for that, but like a referral network where, you know, he sending clients to some folks at the gym or the gym or sending people to him and the personal trainer is sending people to him, the Botox studio or the, what do you call it? Like Botox is kind of like falls into the anti-aging world.

So they could absolutely. You know, be sending people to the chiropractor. Right. But again, we’re identifying, look we’re, I wrote Doug, all I’m doing is I’m going into the chiropractor because I understand this niche. I can just tell you that here are the problems that the chiropractor is probably facing.

Not some of them won’t be facing maybe one or more of those problems, but generally speaking, before I walk into the chiropractor, I can tell you, I. 80 80% of the chiropractors that I would go see in your city have got those five problems. Right. So just identify the problems. And then my question is, Can you solve them?

So it’s pretty straight polar drugged up and then establishing that little red arrow you are here is where I started, because that’s how I would work out. Which of, you know, do they have these, you know, are they solving this specific problem? So. What do you think 

[00:26:01] Christian: shoots now that you’ve pointed out the little red arrow you are here twice in one segment.

Good job. Can you take us to the next arrow? And if those are the problems, what are the actual solutions? 

[00:26:12] Karl: That’s a good question. We are 

[00:26:14] Christian: not expecting you to actually follow up and actually like, it’s like, oh, here’s pie in the sky, but how about you actually give us the exact solution? Come on, bud.

Let’s go out. What are they? What are the actual solutions here? That’s it. See folks 

[00:26:27] Karl: Rodel keeps us in line. Okay, so we’ll okay. So number one, is them not coming back? Right. So what I do is I’d have like a, a Thursday. And talk about the importance of looking after your back as you get older. Right. I talk about the anti-aging benefits and health benefits of a, of a good back, you know, like scare them.

With once it’s gone as in like bang straight back strength and flexibility, it’s gone. Right. And for the younger folks you know, that’s the marketing educating, like the importance of back and core strength for elite competition might be where I’d take, you know, somebody who’s younger and by the way, I might be educating the parents on behalf of.

They’re kids who were elite at hockey or football or baseball, or what have you. But that’s what I’d be doing. But very importantly, like the anti-aging component, like if you people talk about Andy, we talked about this in the past. I’m not going to go deep, but Andy aging, people talk about wrinkles and gray hairs, but I say, have you ever walked down the street and you’re behind somebody who’s elderly or has a bad back, I’m going to tell you that they’re not walking through.

And that makes them, you know, that’s that makes you look old. So look after your back folks. So, and then the low unit of sale, right? Like they need a $5,000 chiropractic program, right? So the pay as you go model again, it’s always going to be frustrating and that chiropractor’s never going to reach their full potential, right?

Like a coach charging, an hourly fee. It’s just, it’s a race to zero. If done properly, people will, if you do it properly, people will pay you $5,000 to the chiropractor for a full, full blown. What are we going to call it? You know, like a health program, as opposed to thinking of it as a chiropractic program.

And by the way, they’ll pay significantly more than five grand if done properly. But bottom line is that, and I don’t need to meet the local chiropractor near you to know that they don’t have the $5,000 program. You got it. Right. So. What else do we say? So Albert looks so advertising the profit, right?

Like that advertising the profit is a, is a super power for any business. Right. And everybody should be learning how to do this, or certainly understanding the frame back then. Business coaching mastery, we got to assign everybody hates advertising until they need to sell their own. Right. And again, and it gets, you know, photo, like people take photos of that.

And I see them posted on Facebook and tag me to do, to do, to do like that. That’s a popular one. Right. And it’s very true. But the problem is that Cairo ads done in a preventative way don’t work real well. So by the way, here’s a hack a great way to get wealthy an ad that works really well. And that’s for a free massage or for massage.

They work significantly better. So, well, just tell me if you saw an ad, right. And it was promoting Cairo, you know, chiropractic and this great chiropractic down the road. What level of interest would you have? And then what about right beside it, there was an ad for a free massage, right? I don’t know.

You tell me which one would pull better and I’m going to tell you that the free massage would, right. So. Therefore, like the massage therapist will help make, and you don’t need that by the way, but this is just a hacker, a really good way of, you know, having a you know, somebody that’s gonna pull significantly better than the massage ad say, it’s going to pull better and I’d say it would.

But the chiropractor, because they don’t have business experience, they see the massage therapist is a pain in the butt which would be, so if you were to give an equivalent of that, that would be like LinkedIn seeing their free accounts as a pain in the backside. Right? Not realizing that the free accounts on LinkedIn made them into a hundred, a hundred billion plus plus dollar company, right.

Dropbox has free accounts. And once you get to a certain storage amount you start paying. Right. Facebook have these free accounts. And then some people are business people and they go from free account to spending some advertising with them and setting up the groups that they can easily target. And, you know, Facebook apparently had done pretty well selling some advertising was the free accounts that led to the business opportunity.

So it’s having, you know, a proper a proper business in place, but that the Cairo, the CA if you do follow that, here’s the problem. The chiropractic business. Their job to to a degree would be to take that free massage and turned into a chiropractic clinic, right. And not a hundred percent of the time 33% of the time would be great.

And that is a great situation. You know, for where they’re pulling in new people, they’ve constantly got new traffic. Not everybody’s gonna stick around forever. That’s not, not everybody who bought, you know, does a free account on LinkedIn or a free account on Facebook, moves up into pain. Right. So. And by the way, the massage can also be a profit center.

Because again, there are certain people that will go and get a massage on a weekly basis. So why not have that downstairs upstairs as one of the rooms at the, a chiropractic clinic that they wouldn’t psychology wise. Remember the choke, hold on. Every business road, dogs, mine, yours Ford Pepsi McDonald’s is the psychology of the owner.

So they they’ll have to take the next. In the revolution as a business owner, to be able to see that, you know, massage therapy and chiropractic go hand in hand, and we can use one as kind of the loss leader or as the, you know, the, the clickbait to get people in to spend, you know, $5,000 on chiropractic.

Right. But, but again, the massage therapist sees the, sorry, the chiropractic, the chiropractor with the degree sees the massage therapist is a pain in the butt and in. It’s their opportunity and this is why 90% fail. Right. So anyway, so, and then by the way, and then we talked about decentralizing in the past, because again, the chiropractor’s already got enough going on.

Think of motive in a decentralized way, bring in three massage therapists. One will rise to the top. I guarantee it there’s your new manager for the massage therapy. Division, you know, within the business, like separate it with its own set of books, its own manager, its own meetings, its own staff let’s decentralized, right?

Like, like do it in that manner and we’ll have to see. And by the way, the massage therapists becoming the manager and getting paid some extra and you don’t what? You don’t hire a manager, you take the best massage therapist and move them into a management position. Most they still do. But he’s still doing massage.

Right. But they just don’t. They do 70% massage and 30% management. It’s not good. It’s not that hard to manage three massage therapists. Right. So anyway, so, so we’re just talking about a business model there, I guess. So chiropractor, massage, other ways to do it, but that’s the way that it can be done, you know, pretty straightforward.

I also talked about, like, you got to educate, like they don’t have an educational campaign. Right. You got to educate them on the, the fundamentals. You know, that, that other successful chiropractic businesses have been doing you know, for years and years, like you’ve got to make sure. Yeah, but like educating your clients, if I’m a chiropractor, I just say to.

Like, if you were a chiropractor, sorry, I would say to you, how are you going about educating your clients on a regular basis? Show me your email, show me your podcast, show me your blog, show me your you know, your, your, you know, your zoom calls or whatever, you know, your virtual events show me your live events.

And then I will tell you if you’re moving towards you know, a seven figure multiple seven figure business education. The hack you get paid in a disproportionate level, when you start educating your clients at the high, at a high level, right? You know that the chiropractic, their current knowledge will get them through.

Let’s say six to nine months. Education for their clients are going to have to go. It’s going to need to be part of the, the chiropractor’s job to go and educate himself at the highest level, in order to be able to pull that off or hire someone to do it. But I would not do. And then the other one, I said, referral network, you know, they look joint ventures, they need a network to schmooze with, and other natural partners like would be a personal trainer, doctors, nurses I don’t know.

Jim’s tanning salons. Is that still a thing it’s used tanning, so bones, but, but anyway, so, so that’s. You know, that’s what I’d say, road dug so much more, but what I just went to, I, I just, so we listed problems. Okay. And then I just went to those individual problems and I listed some solutions that may or may not work.

But if you went, I let’s just assume that I gave you one solution. For each of the fine by primary problems create 10 solutions for each of the primary problems that your individual chiropractor has, including their own psychology. And you’re going to crush it with this client. Like all we did is identified problems and then look for solutions.

It’s. And if you want to hack on how to do this, cause you’re like, well, I’m not a chiropractor. What could I do? TTT? I’ve written about it. A thousand times. We talked about, about here a thousand times, time to think, take your chiropractor, put them in a room, turn off the turn off the lights, but dim the lights, close the door.

Throw the phone in a drawer. No internet pen paper. One question. How do I create a $5,000 coaching program? How do I educate my clients? How do I, what do I cover in backtalk on a Tuesday? How do I get 10 people every week at backtalk to show up? So I’m not standing there by myself, right? So like just put them in a room with a pen and piece of paper, get them to write down all the different ways that they’re going to go about getting, you know, 10 people every Tuesday night into their board room to do, to do.

Get them to screen, take a photo with their iPhone of those notes. Let’s assume there’s three pages. They send over those three pages. You got coaching material, big time to basically cover. And I would dare say they, they came up with really good ideas that would likely go to their strengths. Little red arrow.

You are here. You know, like they understand their clients and their business and what they have and have not done in the past, what will and will not work. So, so go there, let them, so anyways and again, but it’s psychology 1 0 1 has to be factored. Will they do it? These are all great ideas. Those are the problems.

We isolated the some solutions. Will they do it? You know, can you motivate them? Remember that if your client quits at 90 days, because they’re overwhelmed, it’s not their fault. That’s your fault. The end, Mike trout. It’s no such thing as a bad student. There’s only a bad teacher that, that becomes your job.

Right. So, and by the way, road, Doug, they need a back end. Right? So speaking of like psychology, like a realtor talked about it, lots. I would start, I got a cleaning business and a re you know, becoming a realtor. I’d start the cleaning business all day long, twice on Sunday. Why two words recurring. The aunt, a realtor doesn’t, you know, in December they’re not making any money, you know what I mean?

And they live in north America, July and August. Well, just different months where everybody’s away. You know, they are going to battle, right? So I recurring revenue is the, you know, by if I was selling dog food or sorry, if I was selling purebred dogs, I would absolutely sell the dog food. That’s selling purebred dogs is a promotion.

I could never sell that. There’s no value to be built up. I started dog line for rottweilers and a dog food line for rottweilers, a dog food line for you know, pugs and German shepherds and whatever. That’s a business that I could sell one day for $10 million. There’s recurring revenue, right? It’s like a cosmetic surgeon.

They should be doing Botox down. Same way that a massage with the Cairo. What about doing Botox with cosmetic surgery? Right. So bring them in for Botox, give them a, you know, a freebie or a half price or a two for one. What have you and then move them into $50,000 cosmetic surgery, a percentage of the time and education, by the way, we’ll make that.

You know, the personal trainer, I was a personal trainer. I would do, I would do a you know, a free group session at the park on Monday nights. And then I would use that like say I get 10 people there. It would be easy for people to refer people. Think of the growth loop I talked about earlier. You got to make it easy for people to refer.

And you know, send people to you. Well, Monday night you’re always do a free session and then you take those free sessions and then you grab it. There’s 10 people in three or newbies. You grab those three people and turn them into one-to-one personal clients only do it. 33% of the time. You’ve got a lead gen program.

You could kill it. We w we have a program called live event mastery, say to our coaches, put 10 people in the boardroom at the chamber every Tuesday, and just watch what happens. Educate people at the highest level. At the end, we’ve got this all systematized, everything, the PowerPoints, the word for word scripts, the feedback forms, the referral program, et cetera.

Everything’s right there. If you just did that, you’d crush it. Or what about having a party on Friday night? You guys know MLM, right? Network marketing. All of the network marketing programs are built on having a party. We’ll steal that from network marketing for your chiropractic clinic, for your coaching company, and do a party on Friday nights, it absolutely will work.

And it gives people a place from a growth loop perspective to send people to you. Like you got to have a business model you had to, if I was a marriage counselor, I would be doing, I would have Monday, Tuesday, Wednesday, Thursday, Friday you know, one-to-one meetings. And then I would do a Saturday and a Sunday retreat once.

That would be like five grants. Right? So the hundreds during the week, and then I would have $5,000 unit of say when I would use my one-on-ones to sell the retreats. Right. I said, dog, if I was selling dogs, I’d sell dog food. You know, it’s, it’s the car dealership. That’s servicing the cars. If I had a, let’s say like see dues road, Doug tease me all the time.

11 like C2. If I had a C do rental business, right. I would have like a Friday, all day of may. Where there’s only X and only 10 families could go and there’d be music and beach tents for picnic. It’ll be super exclusive. And I’d make it $2,000 for the family, but it would be like a full blown, like you come on Tuesday and I’d sell you as soon as you’re hot.

And you’re excited. I would sell you on the fact that you got to come to the big event on Friday, then it’s sort of the, or Saturday, or like the big event, right. Which by the way, would be thousands and renting. My CDs is going to be a hundred. Right. So, and by the way, you get to sell them right after they drop off the C2 in they’re amped up and they can’t wait to come back.

You sell them right then and right there. Right? So your, your Sea-Doo guy that’s giving out keys and taking back life jackets become a sales person, and you can pay him significantly more for closing people into the higher level program to say the same way that the marriage counselors doing it the same way that.

You know the other what other example that I give yet? So just whatever you got to have that bigger unit of sale thousands instead of hundreds. So yeah, that’s road dub. That’s my that’s my answer shoots bottom line is we kind of listed five problems for the chiropractor, and then we went to five solutions, but really important.

They need to have a business model shoots. And I, I think that a lot of people are missing that. What do you think? So. 

[00:41:21] Christian: Before I even go any further. If you walked into my office and close the door and dimmed the lights, I’d be very nervous. That’s a fact. And then you take off your jacket. I’d be like, oh my God, I don’t.

Maybe it’s the intimidation factor. Listen, the two, two Hootsuite things. You mentioned the the Friday party thing. So I actually when I had my financial advisor office down in Yaletown in Vancouver, I used to do a beer Fridays. I worked with a bunch of voice actors and stuff, and every Friday afternoon I would have beer in my fridge and then they would show up and they’d bring their buddies and just get to know me.

And next thing you know, I was getting referrals, right? Like it’s just, it’s, it’s a brilliant casual way. Yeah, for them to get to know me without any sort of pressure on anything. So that was, and I had a blast doing it, by 

[00:42:08] Karl: the way. I was going to say that it was your personality, like to have, you know, like you could teach yourself about being an introvert, but you like you know room 10 people, beers and laps and you know, all that stuff, you know, like, that’s your, you know what I mean?

Like you’re very comfortable in that environment. Whether you say you are, you’re not obscene you and your, you know what I mean? That’s your, so you were having a good time building your business because again, it’s, it’s not just about how much money can you make and how many clients can you get? What about building a business?

Like what we have. We have a lot of guys that do like one of our guys. Michael Greger. He’s got a, a fishing. He takes people out fishing and teaches them about business. And he’s got a podcast and it’s got like a, a cool name about fishing. Right? We got another guy that gets everybody together with them.

Cigars. We get another guy. He he does bourbon. I think it’s bourbon, bourbon in business, something like that. And he’s drinking bourbon. The guy clearly loves bourbon. He’s getting business owners together on a Friday. Sometimes it’s the same people. Sometimes it’s newbies, but importantly, Again, calling this a growth loop is a gross exaggeration, cause it’s not, but I want you to think if you had an event every Friday with cigars and bourbon, or maybe it’s it’s, whatever your stick is, right.

Like it doesn’t have to be, you know, w just whatever your thing is. Right. But like, get people together, you know, wine and cheese as an example, right. Or whatever, it doesn’t need to be all the time either just get people together on a Friday night. How much easier is it for me, for road dog, for your friends, for your other business owners to refer somebody to you now.

Right. And just make sure when they come that you put on a show and remember they want to be educated and they want to be entertained, make it fun. You know? So I love that. 

[00:43:50] Christian: The other piece I want to harp on as well, because you talk about recurring revenue, which I love, and I realize we’re going long, but just suck it up for a minute here, folks.

This will be worth it for you. You know, it’s funny, right? Cause I go and see speak it. Like I got to get my haircut this week, but it’s like, I always say to her, right. I’m just like, okay, Amanda, I’ll see you in three weeks. When do I come back? Four weeks? Like, it’s just, it happens every freaking time.

Imagine if she just said, you know what, I’m just going to book you in right now. Right? So just the frequency over a year. It’s the difference between going 13 and 17? Right. That’s four extra times and let’s call it 40 bucks a pop. So it’s $160 more from one customer per year. And now you multiply that out.

Even if you had a hundred clients, that’s an extra $16,000 a year, but the reality is with their schedules, I would probably guess they could probably have a full book of about, I don’t know, 400 clients like you’re, you’re, you’re talking 50, 60 grand a year. 

[00:44:53] Karl: Profit profit. Cause it doesn’t cost anything.

Right. Road, dog. It’s it’s so obvious. It’s so painfully obvious and they’re not doing it. Then the question is why not psychology? You know? And by the way, shoot sporty bucks. You’ve got great hair. You’re getting, you’re getting that. You’re getting those locks cut up for 40 bucks shoots. Listen, bud. 

[00:45:14] Christian: You know, I’ve got glorious hair.

I’ve got a proceeding hairline that is making its way down. My forehead, bud. Don’t you worry about. Alright on that note, now that we have gone along, do you want to close us out with the one I think the best, most important thing that they can take from today’s episode and put into place with practice?

[00:45:37] Karl: I don’t know. Maybe we’d like we started with the emotions, you know, again, emotion versus logic. Again, they’ll, they’ll make an emotional decision and then back it up with logic. I think that’s important understanding that. Is envy. The reason you got a car you can’t afford or shouldn’t have afforded, or was more than you probably should have afforded.

However you want to word that. And maybe the house a little more expensive to do, to do, to do, and then the NBN BNB, which by the way, good, bad indifferent, you can fight it or profit from it. You know, you’re not going to change humanity here. So understanding. And then, I don’t know. And then I think what we just talked about though, and we talked about this in the past, but I just challenge coaches because I know that we do these podcasts and we get the feedback and it’s like, my gosh, this is great.

And that was good. And would have never heard that before, whatever they’re saying, right. It was unbelievable. It was really good direction having a PR again, because it’s not about like, sure. Again, if you guys, you want to make 200. 10 clients at two grand a month, right? It’s $240,000 of revenue per year.

Yes. There’s some expenses and whatnot, but one of the reasons you want to become a business coach or a business consultant, or do what we do is we have 80% margins, right? So most of that is going to stick and you’ll be happy having a great lifestyle with 10 darn clients. You get 20 at two grand, that would be 480 grand.

So. What I’m trying to get at is that, you know, maybe it’s, it’s, it’s that tactical strategic, and then principle-based like, principle-based like, let’s build a business that you really genuinely like and really make a difference. So I want to challenge you on the parties. Cause I just kind of like that and we, this is not something we haven’t talked about in the past, but like every Friday at your house, get business owners to get.

Right. And then it’s call it whatever you want to call it. Right. You know, wine and wine, cheese and business, business, and bourbon, cigars and bourbon or cigars, cigars in business, whatever you’re going to call it, right? Like work out your shtick and get a, but I would have a theme of some description.

You could do golf. If you love golf. We talked about that in the past, you know, do get people together and go golfing. The problem with that is you got like a foursome. So you got your with three people and then people really spread. Oh, he’s got a bit of a captain body and she’d be able to do way better with it.

And just have it in your living room or have it down at the chamber. How about down? Like find a venue, you know, go do it at the accountant’s boardroom. Go do it. Yeah. You know, the, the virtual working space or whatever you call it and just do it every, and by the way, just try it. If you only get five people there you ever, you know, had a couple of glasses of wine and a couple of wines, or a couple of bourbons, or maybe some, some high-fives and jokes and whatnot with five people, it can be a lot of fun.

And, and by the way, other people are looking at. For these types of opportunities, they like they’re sitting there bored in their own life. Right. And it’s just the usual, you know, mundane, like, gosh, a whole month has gone by and I haven’t, you know, and I haven’t got together socially with my budget.

Maybe poker by the way would be a really good one. And again, but the poker can be distracting. And I kind of, if I’m doing that, I want to have the capacity to be able to be the show quote unquote. And I’m not, that’s not for, as in, I want to be able to educate them is what I’m saying. Right. Super important.

Cause that’s where the preeminence comes and that’s where the, Hey, so you helped me with XYZ. Even if you just set up a mastermind on Friday nights, that would work as well. But I just want to challenge you to build a business that you really enjoy from a principle base. Standpoint and just get people together in a low passive don’t hard sell them.

Certainly don’t get on your hands and knees and beg, oh my gosh, I need clients. Like, don’t be that guy or gal, just put on a dealio where, you know, you’re just educating business owners and introducing other bits. So it’s a bit of a very loose informal networking group, I guess, is what I’m thinking.

Describing or mastermind and just watch what happens, but what Rodel, here’s the problem. So some people are they’re listening and they’re like, gosh, I’m going to do that. That’s a really good idea. What’s the problem. What’s going to happen. You’re going to do it for three weeks and you’re not going to get a good turnoff.

And then you’re going to give up. Well, you got to do what you got to go all in. We talked earlier in the pre-show road, though. We opened up Dino and he’s just new with us. Right. But he’s just, he’s on every, like, you know what I mean? I feel like Dino has been with us for three years. Like I see every call we do internally every Q and a call he’s right there.

And then that was not surprisingly, guess what? He’s having great results. He’s not even through the onboarding process. And, you know, he’s already, you know, going gangbusters and doing well and meeting with, you know, meeting with clients and prospects and converting folks. And he’s just like all in, right.

And that’s the secret guys. The secret is there is no secret. You just gotta, you gotta go all in. So if you’re going to do this Friday, principle-based business. That you’re going to really enjoy and it’s going to provide more clients than you’ll ever be able to count. Certainly the 20th, two grand a month.

No problem. You gotta be able to push through a little bit of uncomfortableness, right? Like you’re not going to get 10 to 50 people there on the first night, except that only two people show up two people show up. Just promise me, you’ll do it next week. Next week, next week, maybe it’s you got to go all in for 90 days, right?

So for three months, every Friday or Saturday, or you could do it in the morning. Over breakfast, which is what we recommend through live event mastery, by the way. But this is a different frame. Just get some business owners in a room on a weekly basis and educate them, entertain them and just watch what happens.

That’s what I’m getting at shoots. So, all right. I already come up with 

[00:51:08] Christian: three equals rambling on there. So how, how about you? Could you partner up with a golf pro and you go to a driving range and you just have him take turns and you can just schmooze with the people in between. Oh, there’s. How about you get a magician, you do a, 

[00:51:27] Karl: oh, keep going, sorry, shoots.

Keep me on. I was going to 

[00:51:29] Christian: say profits and playtime. How about you? You invite them to bring out their kids. You have a magician there, you have whatever, right? The balloon guy, something like that. Like why, why not? Why not switch it up and have some fun 

[00:51:41] Karl: with this stuff. Principle-based what’s your, what’s your thing?

You know what I mean? Like go build a business around that. And like, make it work and your kids are going to be playing and their kids are gonna be playing. So you’re looking for families with young kids and you got young kids, right? Like, Yeah. 

[00:51:59] Christian: There’s so much out there today. It doesn’t have to cost money.

Like how about you? How about a Saturday morning walk and talk. You get a group of guys out just to go for a walk. Cause we know we can all use a little bit more exercise 

[00:52:11] Karl: and I wrote down earlier, I’m like, all these ideas have booze and then I came up with poker and I’m like, that’s no better. There we go.

Road dog. 

[00:52:21] Christian: It’s no problem. Listen. Apparently loves the booze loves the sauce. You saw that video. I sent you by the way, that was beauty right there, like a hype video on drinking. It was ridiculous. Anyways, let’s do it folks. Thanks for tuning into another episode of business coaching secrets with the man, the myth, the legend himself, the king of the castle, the king of Colona, Dr.

Carl brine, not a real doctor. If you don’t on the inside and getting asked to the. Or you weren’t getting those daily emails from Carl, or just want more information on the profit acceleration software, the group coaching software visit focused.com and subscribe today. And again, if you enjoyed the podcast, please share, and please leave a review.

As we know that all the streaming services love that and we’ll bump us way up in the ranking. So please go ahead and do. We’d greatly appreciate that. And that is it for another week, another week. Holy smokes. Whole another week folks, we will see you on the next episode. And remember progress equals happiness.

Take care, everybody. Karl 

[00:53:20] Karl: Brian built profit acceleration software. 2.0 to train business coaches, how to find any small business owner more than $100,000 in. Five minutes without them spending an extra dollar on marketing or advertising. This becomes a business coaches, super power. So as a business coach, you’ll never, again, have to worry about working with business owners that can’t afford your high-end coaching fees.

Check us out@focused.com.

Karl Bryan, creator of Profit Acceleration Software™  

Karl is the Founder and Editor-in-Chief of The Six-Figure Coach Magazine and Chairman of Focused.com, home of the largest private community of Business Coaches (24 countries and counting) in the world. His goal is straightforward… to help serious coaches/consultants get more clients. Find out more at focused.com

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