I love marketing.
And part of this love involves listening, learning, and observing as many business verticals as possible.
One of these verticals is the online coaching and consulting niche.
I’ve been following this niche for quite some time and have seen it morph into the industry that it is today.
If you’ve been on Facebook for any amount of time and are just the slight bit interested in coaching or consulting—which I have been for several years now—you can’t help but to notice all the hype surrounding this “new opportunity.”
It’s grown out of hand and seems to be the new multilevel marketing scam of our day.
Instead of the MLM community where high-pressure sales tactics and deceptive advertising practices are routinely used to sell low-quality products, where the actually money is made by recruiting others to recruit others to sell those low-quality products, the new opportunity seems to be the online coaching and consultant business.
The majority, but not all, are now popping up everywhere using psychological persuasion-based sales tactics and deceptive lifestyle advertising practices like, “look how much money I made, you can do it, too!, all to sell the opportunity to make six figures and quit your day job.
Now, don’t get me wrong.
It’s 100% true that others are willing to and need to pay for your advice, help, or consultation, and the satisfaction of getting paid to help others is one of the greatest feelings in the world. Unfortunate, though, most of these programs are predicated on the idea that doing what you love and making six figures (and beyond) is as easy and as simple as creating a four-step client attraction system. If you follow it, like them, you will have clients coming into your business on demand.
The reality, though, in the majority of these businesses, the coach whose telling you this has made the money that he or she has made not by being coaches themselves—like relationship coaching or life coaching —but by teaching people how they can make money by showing how he or she has made money in a completely unrelated business—the business of selling how to make money.
In some cases, even these stories are highly suspect.
For example a few whom are well-known in the industry claim to have built up and sold million-dollar businesses before the age of 30, in a completely unrelated field. They make this claim so they can have somewhere to start. A claim to fame, so to speak, so they can give themselves instant credibility. Then they begin their marketing efforts to teach you how to do the same. However, when asked for proof, suddenly their “non-disclosures“ don’t allow them to show the proof.
The ones that really rub me the wrong way are those saying they’ve built their million-dollar businesses using just the simple four-step funnel process they’re selling. They say that these are the only components you need to build a million dollar, high-ticket coaching business:
Facebook Ad→Webinar→Sales Call→Sign Up
Then, when this simple process doesn’t work for you, it’s because you can’t get your ads dialed in correctly.
Or because your webinar wasn’t good enough.
Or because you’re horrible at sales calls.
Or because you didn’t put in the work.
But this is false.
To even remotely suggest that they’ve built million-dollar businesses using only their four-step client attraction system is deceitful, self-serving, unethical and undeserving of your money.
These type of supposed coaches and consultants are nothing more than sophisticated scam artists who does a disservice to the people who have a real passion to use their skills, knowledge, and abilities to spread greatness in the world. Greatness that solves real problems and gives meaningful solutions to the people who need them.
It’s a disservice to people like who are truly interested in real marketing and learning the real ways to grow and sustain a business.
And it’s a slap in the face to the coaches and consultants who have perfected their craft and know that it takes more than just a four-step funnel process to build a sustainable business.
Allow me to expound further by uses a few examples.
Many of these so-called coaches—proudly announce and want you to infer that their company makes more than one million dollars PER MONTH using only the four-step client attraction funnel system that they help their clients build.
But, this is 100% false.
They target prospective clients with ads telling them that they don’t need to spend time blogging, tweeting,or using content marketing to bring in coaching clients. That all they need is their four-step funnel. This is great in theory, but here are realities of their company’s growth to a million dollars per month —the reality that are hidden in plain sight.
How the High Ticket Coaching and Consulting Coaches Really Make Their Money (Hint: They DO NOT get clients to come to them on demand)
Number 1: They’re in the business of making money.
These coaches are in the business of making money by teaching others how they can make money. They use THEIR million-dollar success story —instead of their client’s successes— as the bait to attract their clients.
This is marketing 101.
They create attention, desire, and interest to attract their prospective clients.
This bait makes you desire that you can share their success story by doing what they have done.
But, the truth is, if you’re a relationship coach, a fitness coach, a life coach, a health coach, or any other coach who does not specialize in teaching others how to make money, then it is strongly, highly, and almost statistically impossible for you to replicate their success.
Yet, they want you to infer that your story will be their story, all by using a simple four-step sales funnel that supposedly creates a demand for clients.
Number 2: They’re great at convincing you that anything is possible.
What inspiring entrepreneur doesn’t want to believe this? They state that all you have to do is solve serious, life-changing problems or create amazing impacts for others…
and when this happens people will pay you premium prices.
Do this you’ll create a six-figure to million-dollar business.
Again this is marketing 101.
Not only does this claim create a desire, but it seems reasonable and gives hope this is truly possible —as long as you put in the hard work to find the clients who need this type of “premium” help.
One specific example given in one of these coaches’ presentations is a female client who would pay anything to save her marriage —even a premium price of thousands of dollars —to a person (keep in mind) whom she would first see using a Facebook ad and to whom she would only have one phone consultation.
Yet, there are no examples or testimonials on this presentation of a person who actually accomplished this…and commanded premium prices…and did it consistently…long enough to reach six-figures in their business by using only a four step client demanding funnel approach.
Besides, I’m going to go out on a limb to say that people with marriage problems would more than likely use a marriage counselor to solve their problem— someone with a specialized doctorate degree or certification.
But even if you do find the person who would pay this premium price, you’ll have to do it at least 12 more times and charge a price of $8,333 to earn the six-figure income they say is easily obtained.
Is it possible to find such a person?
By using a Facebook ad?
Number 3: They do ALL THE THINGS in their presentations they say not to do.
These coaches also state that it’s a waste of your time and that you don’t need to blog and to tweet or produce content for your business because you’ll then have too many offers, and that none of it helps.
According to these coaches, all you need is an ad that gets your prospective client through to a sales call.
Again this sounds very appealing but it’s illusory, absurd, and deceitful.
What happens if your prospective client gets all the way through your funnel to the phone call but doesn’t pay for your service?
How would you follow up?
Think about it.
In a real business— if you want to run a successful business— you’d send emails or make follow-up phone calls.
Apparently, according to these coaches you don’t need to do any of this.
According to one program, you only need 3 follow up emails.
Basically, these coaches are teaching you that if you can’t get your client to buy over the sales phone call—the only phone call, by the way—don’t attempt to follow up.
Don’t continue to nurture the relationship.
Don’t see if that client has friends who can pay for your services.
Just repeat the four-step funnel process until you get someone who can pay.
Meanwhile, there is no fewer than 3 different ways these coaches have perfected a follow-up sequence outside of the four step “client” demanding funnel in their own businesses.
They invite all their interested prospective clients who have the same desires, interest, and concerns to a highly-targeted Facebook group, where these prospective clients are constantly “remarketed” to with the same few client testimonials, lavish pictures of their “million-dollar lifestyles,” and inspirational memes.
Additionally, they use email marketing to send follow-up nurture email sequences just about every day to encourage people who hadn’t booked a call with them to book a call.
And they use the power of Facebook’s re-marketing tools to consistently send advertising to prospective clients who’ve come to their page.
They have podcast shows, YouTube accounts, Instagram pages, and blogs.
And they are active on them all, despite the fact that they tell their prospective clients they do not have to do this.
Oh, and they have referral programs for prior clients as well —do you know how powerful these are?
Who’s going to give a bad review to a friend if they have an opportunity to be rewarded with a $1,000 finder’s fee, when their friend or associate signs up?
Wouldn’t you want one of these powerful referral programs for your business?
Don’t you see how just something like this can accelerate your program’s growth?
Yet, these coaches tell you that these untapped opportunities in your business are a waste of time.
In reality, as they know —because they are using them— all of these things are necessary to build and grow a sustainable high-ticket coaching business with maximum reach.
All of these things and the other processes that they use are necessary because, despite what they claim on their webinars, this is what real businesses do.
They don’t spend money on ads, hope for a client, and then wait until they’ve run out of ad money.
They are strategic.
They reactivate existing clients.
They have up-sells.
Number 4: They do not have one lone coaching offer.
You cannot grow a business with one offer no matter what the appeal is.
Yet, this is exactly what these coaches are implying.
But they’re no dummy.
They know that in order to grow a business they have to find ways to increase the transaction value of each and every one of their clients, and the repeat frequency of those who’ve purchase in the past.
This is exactly why they have “up-sells” and many other complimentary offers, on top of the one core offer they claim you only need.
What Should You Know to Run a Real Client Demanding High Ticket Coaching Business
I could go on and on deconstructing these programs, but I hope I made my point.
I’m trying to impress upon you that these programs and many like them are no more than a play on a common fallacy —”if you build it they will come.”
So, now that I’ve said my peace about those program, let’s talk about some things you should actually be thinking if you want to run a real, client demanding, high-ticket coaching businesses, instead of falling for a four-step funnel approach.
Questions To Ask Yourself If You Want to Grow Your Service Based Business
How do take your business offline? Meaning how do you find clients offline? How do you introduce your offer in networking events or conferences to turn prospects into clients? (Answer: You need a strong core benefit statement and a far-reaching unique selling proposition)
How do you craft a unique selling proposition so you can distinguish your services from all the other coaches who promise the same outcomes? (Answer: You must perform competitive analysis on all your competition so can understand exactly what you offer that they do not)
How do you create a value ladder full of offerings for your clients to that you can offer your services not only to your “premium” clients but to those who need your help but can’t quite afford your services, yet?
How do you know exactly how much you should be spending on ads before you find out they are no longer profitable? (Answer: You must be able to calculated and articulate the cost can pay to acquire a customer)
How do you craft a message that commands attention and that speaks directly to the clients you’re trying to reach?
And much more.
These questions will always be top of mind for me because I love marketing.
I know what it takes to build a business.
Unfortunately I’ve just been lying dormant.
Waiting for my time to teach and care for clients like you.
And besides—not only have I mastered the art of competitive analysis—the reason why I know so much about these programs—I know several people who have been through several of these programs, and quite frankly I’m tired of people selling too much of a dream and very few results.
So, if you would allow me to focus my time, my effort, my attention, and my energy to make you realize the truth —what’s really possible, be sure to subscribe to my newsletter, so I can teach you how to truly use sound marketing principals to grow a sustainable high-ticket coaching business.
I want for you what I would want for myself —to gain the information, tactics and the strategy you need to avoid the pitfalls of what I’ve now seen explode into what can possibly be the next online bubble.
I want you to have this information, but without paying a four to five figure premium to learn how to put together something that doesn’t remotely scratch the surface of what a true “high-ticket coaching” program could look like —without having to charge your clients $3,000 or more upfront.
Now, despite the “bag of goods” you’ve been sold, what’s the real solution to growing a time-tested sustainable and growing coaching business that you can be proud of? One where you truly can having clients coming to you website on demand?A business that with the same effort or less is 100 times better than what other coaches are selling you?
The real solution is to redefine what the phrase high-ticket coaching actually means by extending it holistically and applying it to your entire business.
The real solution is to build a strong foundation for your coaching business just as you would if you made a $10,000 or $200,000 investment in a brick and mortar franchise business that has a real estate presence with real clients and with multiple products to serve those clients—one that exists in your local shopping center among the other real businesses like insurance agents, financial planners, and real estate agents.
A real high-ticket coaching business would survive the test of time, just like these franchise businesses. They would start with a strong sales funnel with a proven concept, built with a repeatable system that doesn’t just rely on advertising to bring in clients but by consistent offline promotion of your services, by generating referrals, by nurturing existing relationships, by reconnecting with previous clients, and by offering more value and being strategic about every one of those elements and more.
Why would your online coaching or consulting business be any different than a business that exists offline? Why would you even limit your coaching or consulting business to a one-dimensional online presence when your business can go above and beyond what you’ve ever imagined?
A real high-ticket coaching business is built with an appealing value ladder that ascends your coaching clients from one offer to another, all wrapped in a continuity program that keeps money flowing into your business month in and month out, all while you’re maximizing your time with your existing clients.
A real high-ticket coaching business is built on a client first mentality.
How can you serve as many clients as possible, as many clients who need your help, and as many clients who you can serve, if you restrict your business to a one-time “premium” on-demand pricing structure?
Why would you pay five figures to a company that teaches you how to think and grow your business one-dimensionally?
Your business should become one of the greatest assets you’ll ever have—A business that when built with sound savvy marketing practices, one of the greatest investments you’ve ever made. And your business should be one of the greatest wealth creators you’ve ever built.