The Five Success Principles Of A Scalable Business

Before you start digging into this book, make sure you sign up for the bonus 30 minute digital marketing consultation to help you get more from this book.

The reason you bought this book is to help you take your current business and strap on 5 rocket booster and head to the moon. That’s it, you want results without the fluff. I would have been very tempting to try to make this book as book as possible and pound my chest because the size of the book.

But that’s not how you deliver results. To get results it comes down to focusing in on the areas that make the biggest impact in your business.

I know from personal expects that is so easy to get side tracked by the next newest and greatest shiny new objects that promise instant results.

You know as well as I do that going down those rabbit holes is the fast traffic to failure.

Because of that I have conceded over 17 years of learning the hard way in this special report for you. If you follow the path I have outlined for you should see new ways to grow your business.

Read this book with a open mind and take notes and write on the page. Enough talking about me.

No one becomes a successful coach or consultant without it.

But with it, coaches and consultants achieve the unbelievable.

Donald Trump admits he needs one.

Oprah Winfrey has one.

Napoleon Hill had one too.

Tony Robbins built an empire from it.

And it helped Reese Witherspoon.

It’s how they all reached massive heights to become the best in the world in their chosen profession. It’s also how you can leapfrog all the trial and error of building a thriving business, giving you the freedom to enjoy life.

It’s that powerful.

I’m going to teach you this by showing you.

The five success principles of a scalable coaching or consulting business will help you close more deals and beat the pants off your competition. This book is different from anything else you’ve read before. This is only for coaches and consultants who are ready to grow their business. For the first time, we’re going to go to the core of what makes growing a coaching business possible.

Now who am I? First of all, I’m Charles Kirkland. And more importantly, I have a life outside of my business.

Known as a thought leader in the world of paid advertising and coaching consulting, consulting and information marketing,
Founder of The Media Buyer Association, and Trinity Marketing Agency.
For the past 17 years, I’ve helped online entrepreneurs grow and scale their business while working less.

I became one of the top 100 affiliates at Clickbank. And if you’re wondering what does that have to do with coaching or consulting, it’s proof that I know how to get lots and lots and lots of traffic. Also, I became one of Clickbank’s top vendors, so I know how to create an offer that converts, and I’ve also been one of their top clients.

Anybody who’s successful in life has a coach in a specific area to help them get there.

Think about this from..

Oprah Winfrey

She’s been very candid about receiving advice from her mentors. Also, she’s made no secret about her weight loss struggles and her profound devotion to a trainer named Bob Greene. Bob is her trainer that helped her lose weight.

Napoleon Hill

A friendly alliance with one or more persons who will encourage one to follow through with both plans and purpose. It’s a coach.

Tony Robbins

Over the years, I’ve worked with more vocal coaches than I care to remember. It wasn’t until I met Roger Love that I gained 100% certainty that my voice would perform the way I expect.

Reece Witherspoon

She worked with Roger Love for Walk the Line, in her performance as June Carter which won her a 2006 Oscar.

Tiger Woods

Has a coach, Butch Harmon. He coached Greg Norman, Tiger Woods, Phil Mickelson and Fred Couples. Also, he worked with President Obama to improve his golf game.

Donald Trump

George Ross is the executive vice president and the senior council for the Trump organization and the business advisor to Donald Trump.

They all hired coaches to help them get the best result. If you’re not getting the results you want, you need a coach. Now this is what we’re going to be talking about today:

How to create a steady flow of high-ticket strategy sessions, so you can predictably grow your business.
How to 2x, 5x, and 10x your fees without feeling salesy, so you can create freedom to only work with the very best clients.
How to avoid burnout while growing your business, so you can finally enjoy the rewards of hard work.
The new way to create celebrity authority position, so you could become the only viable answer to your client’s problems.

Now why is this important right now? Most of what you’ve been taught about growing a coaching or consulting business is actually DEAD WRONG.

I have to ask you?

Is your business scalable?
Is your message clear?
Do you have automation, or is everything done by you?
Do you have a consistent lead flow?
And, are you seen as the authority?
And, are you charging anywhere near what you’re worth?

Is This For You?

I absolutely do not want to waste your time if this isn’t for you.

If you’re a coach or a consultant, and you want to break free from one-to-one coaching and learn how to create a scalable, high-ticket, signature group, this is for you.

If you’re a coach or a consultant who has guilt and hesitation holding you back from charging what you’re worth, this is for you.

If you want to create the unshakable confidence that comes from having clarity about your position and your message, so you can attract high-ticket clients who seek out and are gladly willing to pay your fees, this is for you.

If you want to jump to the top one percent of coaches and consultants, this is for you.

If you want to create a steady flow of high-ticket strategy sessions and increase your profits by 2, 5 or even 10x, this is for you.

If you’re sick and tired of scrambling around not knowing where the next client is coming from, and you want to create a systematic way to grow your business while working less, this is for you.

Now, before we get started, we have a few simple house rules:

No get-rich-quick mindset. If that’s your mindset about business and life, this is definitely not for you.
No fake experts. You have to know how to help other people. You absolutely have to know how to help other people. You can fake it for a while, but guess what? People figure it out pretty fast and I’m not in the business of helping fake experts.
No whiners or complainers. If you want to put the burden of the reason why you’re not having success on somebody else’s shoulders, this isn’t for you. You have to take responsibility for everything in life.

Most people who buy products, don’t even do anything with them. And you can’t expect to get results from something you didn’t use. So, keep that in mind.

Now, let’s go ahead and talk about a CONFESSION here.

As many of you know, I’ve spoken on stage. I’ve been part of some of the top mastermind groups in the world. I hang out with elite authors, elite speakers, elite coaches, elite marketers. I’ve won amazing JV contests with some massive competition.

Consulting Like it’s 1999

But when I got started in 1999, I wasn’t the Charles Kirkland that I am now. Unfortunately, I struggled. I ended up going through some books, newsletters. Back then, we were watching stuff on tapes. I hired a mentor. I had audiotapes and I was trying to think this whole consulting thing out.

And I actually kind of sort of figured it out.

11 Clients, 30 days

And early on, ended up with 11 clients, 30 days in. Before you say, “But Charles, that’s great, you know, the massive success…” Not exactly. Pretty much, I would take anybody who could pay. I was in the business of trading time for money. And if you didn’t have money, I would give you discounts and payment plans. We even had some clients we took in trade for their products.

Now these people acted like they owned me. I pretty much undercharged for my work, because I really had no clue what I was absolutely worth. And I would give them daily reports on my progress. Now, this might not sound that bad, but when you get more than a handful of clients, this becomes a complete management nightmare.

And, long story short

Losing Money.

I spent so much time working for these other people, I couldn’t build any assets in my business. I literally worked myself until I became broke.

After three months,

You’re Fired!

I fired everybody. My nerves were completely shot. They were frayed. I just couldn’t make anybody happy no matter what I did. You know, people would call me.

It didn’t matter what day, what time – Sunday, Monday, at 11 o’clock or 8 a.m. – they would call and tell me how to do my job. They would read something and they would second-guess everything I did. You know, they were late paying me. They had no problem calling me anytime they felt like it.

And I was like man this is crazy. This is not working out.

So, I just fired everybody, got rid of the clients, and said, you know what? It didn’t work out. I tried it again. Some time had passed and this time I said, you know what? I’m going to just try and figure out how to do it.

2nd try: Group Coaching

And I tried a group coaching set up. And to do that, I have an opportunity cost, which you do as well.

Opportunity Cost.

I had to put my information marketing business on hold and try group coaching.

Now my information marketing business at this point was very successful, but I felt like group coaching was the way to go, and I put it on hold.

Building a Webinar

I spent a week building this webinar, really fancy. I mean, I’d bought a bunch of products. I had courses, webinars. You know, I used the templates they gave me.

Ran Ads

I’m like, this is going to be a home run. I ran ads. I used the copy and paste templates they gave me. And I’ll tell you, I personally did not feel authentic running these ads. I don’t think they were me.

But, I said I’m going to follow somebody else’s success. Gave it a try. Ran the ads for the week and got 351 sign-ups.

Poor Leads

Now, you say, Charles, that’s wonderful. “Well, no. Not exactly.” I ended up with a bunch of strategy sessions with people who were not even remotely qualified. In case you’ve ever had that conversation, when you get on the call and within five minutes you realize the prospect is not even remotely qualified, it’s a disaster. It’s an extreme disaster.

3 weeks

To make it worse, I spent about 3 weeks of time- between building the webinar, running the ads and doing the strategy session, three weeks had gone by and as you can imagine, a lot of the people I called- remember, we’re talking very, very poor, unqualified leads.

Remember me?

Many didn’t even remember we had a call scheduled.
Others just told me to call back when it was more convenient for them.
Even more missed the call completely.

Free Advice

And I was like, pretty much giving free advice. They just wanted to pick my brain and tell me how valuable the call was.

When a client tells you that, really means they’re not buying. And you’ve just giving them $1,000 education at your expense. So guys, keep that in mind.

Money

They would tell me, I’m broke. They don’t have the money until next week. Had to ask a spouse. They already joined somebody else’s coaching program.

Working For Free

Others wanted me to work for free and pay me after I had success. And I would tell them, you know, that’s like looking at a stove and go man, as soon as you can produce some worth, I’m going to put some wood in it.

And even more, the few people that did join, expected me to do the work for them. This was a group coaching, and they wanted me to do the work. And it felt-I was the bank.

I was the Bank

One client wanted a 50% discount because he was broke.
Then he used a premium black card to make a payment. And yes, I felt like a you-know-what at this point. So, he could get some point for his Hawaiian vacation in two months.

Now, one day they’re telling you they’re completely broke and it’s going to max out their card. The next day it’s like, here’s a black card. Oh by the way, we need the points for our Hawaiian vacation. And I’m sitting here like, what? And unfortunately, these calls- I dreaded these calls.

I dreaded the Calls

These group calls would go on for four to five hours straight, with just six people.

The questions were the same ones over, and over, and over. Every week it was like, you need to go do this – x, y, and z. And every week, I would give them the same advice over and over. And every week, they wouldn’t take action, or they blamed me for it, or wanted me to do the stuff.

And I’m going to tell you, it was crazy.

We had some people, if they missed the call- if they missed the call, not me, but if they missed the call, they wanted me to make it up, one-on-one with them and their assistant. Or, they wanted me to stop the clock and just pick up the group coaching whenever it was more convenient for them.

If they were going out of town for two weeks, then, you know, everything needed to stop for them and I needed to make it up one-on-one.

So as you can imagine, it was crazy. One person wanted a refund because they only showed up for 10 of the 12 calls. They wanted a refund for everything because they missed two calls. Others wanted me to email them my list or promote their product.

After three months, I ended it. I was done with it. Sorry, we are closed. I was done.

Ready to give up

I was ready to give up. I spent way more money then I made with this group coaching. I ended up, you know, a massive amount of opportunity cost putting my existing information marketing business on hold. I was ready to give up. And, this is when it really hit me.

Making Mistakes.

As Robert Kiyosaki would say, “In the real world, the smartest people are people who make mistakes and learn.” And I looked at it. I’ve already made about every mistake that you can possibly make, twice – not once, but twice.

Starting Over

So I decided to start over and learn everything I could. I went to coaches and consultants who were not in the IM niche, and were not selling how to be a coach to coaches. That was one of my problems. Those are the people I bought from. While they have great products, and I’m sure that there’s a certain percentage of the people they can help, trying to be a coach to coaches is probably a losing proposition. And when you’ve got people who are selling this in the IM niche, next week they’re selling PLR articles. The week after that they’re selling, How to create an information marketing business. The week after that they’re selling, How to groom your chi-chia pets for profit.

Studying

So, I realized I had to go to the real experts. Now, this is the deal. The people I would have to learn form had to be making at least seven-figures and living the lifestyle I wanted. Because I see a lot of people through the Media Buyer Association. When you get to know these people, they’re working 60 hours a week. They may be making seven figures, but there’s no way possible they can enjoy it. They’re unhappy with their life, but they’re just stuck on the treadmill, and I did not want that to be me.

They had to have a track record of getting results year after year. Unfortunately, a lot of these coaches I see that are teaching have had very little success, or they’ve had success in the short term. You know, having a short-term success is not a major success. I want to see people who’ve had successes through economic upturns, economic downturns, and who have got a long track record that can prove to me, they’ve been there.

I studied like crazy. I but the bullet and jumped in with both feet, studied. I read and watched everything I could get. If they could do it, so could I. Now, I finally figured everything out and I want to go ahead and teach you the five pillars of coaching profits.

Five Pillars of Coaching Profits.

I will tell you that this is like baking a cake. You have to put the right ingredients in at the right time. Even if you’ve got the right ingredients but you put them in at the wrong time, it will not work. So keep that in mind. And this is actually the order to which these things need to be done in.

First of all

We need to have a scalable business model.
We need to have a clear message.
We need to be seen as the authority.
We need to be using marketing automation and;
Have a consistent flow of leads.

So, let’s go ahead and talk about a scalable business model to get started with.

Scalable business model.

First of all, you absolutely have to stop trading time for money so you can get freedom. If you’re constantly- your income is tied to a time clock or how many hours you bill, you’re pretty much stuck. You end up burned out and hating what you do.

You think your business is different and your clients don’t want a group model. I’ve heard so many people tell me, “Well Charles, they don’t want a group model. If they don’t want a group model, that’s fine.” But there are people who want one and are willing to pay for it. So, let’s go ahead and jump on stop trading time for money.

Stop trading time for money.

It’s how most people get started because it is the easiest. You charge x-number of dollars for x-amount of time. And your income hits a wall very fast. And it’s a deadly, deadly trap.

The reality of it is, the better you become, you can get results faster, which now means you’re delivering greater value for less money. And I don’t know about you, that doesn’t become a win-win or a scalable situation. It robs you from making the biggest impact.

When you’re working by the hour or working one-on-one, you can affect one person or two people or five people or ten people. When you do a group scenario, you can affect 30, 40, 50, even 100 people at a time, or more. So keep that in mind.

You often end up working so much, that you don’t spend time to grow your business. You’re too busy working in your business to work on your business. Does that sound like you? You’re just too busy working on your business to really get a chance to do anything, you know? It’s like you’re constantly giving, giving, giving your best to your clients. You end up burned out.

Burn Out

You end up giving the same advice over and over to every new client. You probably, mentally, right now, if you get a new client, you know what you’re going to say. You know how you’re going to say it. And you probably say it in your sleep. Unfortunately, you start to sound like a broken record.

And worst of all is you don’t get to grow as a coach, because you’re never challenged. You’re working with the same problems over and over. And eventually, you just sound like a broken record. And your clients can tell that. Clients feed off your energy. They feed off your emotion.

Now, one of the problems that a lot of people tell me, well I can’t do group coaching because my business is- you know, what?

Your business is not different.

There are some clients that will require a one-on-one. Absolutely. But make them pay for it. When you do one-on-one, you’re losing the opportunity to teach as a group. So keep that in mind.

Your clients just want the fastest way to the solution to the problem. That’s all they want. They don’t really want to go buy a drill. They just want a hole in something. Your clients just want a solution to the problem. They don’t care whether it’s group coaching, one-on-one or what. They just want the outcome. They are buying the outcome.

Now, with that said, there are ways that we can incorporate group coaching with some one-on-one, certainly. And absolutely, we can definitely do that. But this is the thing to keep in mind. If your prospects only want one-on-one, make them pay for it. You absolutely need to make sure they are willing to pay for it because you don’t really have any leverage when you’re doing one-on-one.

Leverage

Do you want to work with five people, one-on-one, for $100/hour every week for a total of $2000 per month? And unfortunately, I’ve looked at some statistics. A lot of coaches and consultants do not bring home $2000 per month in revenues from their core business.

Or do you want to have 30 people paying you $4,000 to $8,000 for an eight-week group coaching? Now remember, we’re selling the outcome. Your client knows that in eight weeks the problem is solved versus working with me, or working with you, for some unknown amount of time. Most of the time, your clients come in there and it’s like, okay, which one do you prefer?

Eight weeks – We’ve got a patented system, tried and true. We can solve your problem. And after that, if you need one-on-one or if you need additional stuff, we can certainly work with you.
Or do you just want to keep hammering away until it’s fixed one day?

I don’t know about you, but between these two options, I want a solution to the problem. I’m going to choose the eight weeks to solve my problem. I don’t want to choose the, well let’s keep going until it’s fixed. I want to know that there’s a timeline and a roadmap.

Obviously, you would not drive from Charleston, South Carolina to California without some roadmap. You’d want to know it takes me like, 20 hours, 30 hours. These are the stops. These are the milestones. When you’re doing one-on-one just hammering it out, guess what? Client goes, I don’t know how long it’s going to take.

Having a Clear Message.

Having a clear message – so many consultants, so many coaches, and so many service providers and therapist I work with, I ask them, do you have a clear message? And they tell me. And it sounds muddy. It sounds like they’re everybody to everything. Look, you have to have a clear message. And that clear message can become your big idea.

Here’s a quote from the father of modern advertising, David Ogilvy.

“You will never win fame and fortune unless you invent big ideas. It takes big ideas to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night.”

So many people I talk to do not have a clear message.

And if you look at some of the companies that have become the leaders in this 21st Century, you’ll see they have very clear messages. Steve Jobs – Stay hungry. Stay foolish. Invent stuff that people couldn’t even imagine. And once you invent it, they’re like, how did I live without it? Develop the unshakable confidence that come with having clarity about your message. That’s very important.

When you have a clear message you only attract high-ticket clients because a lot of clients who are successful, who can afford to do high-ticket stuff, they do not want a muddled down message. They want a solution to the problem. These people will gladly pay for the best. They do not want to pay for a washed up, unclear message.

And guys, I’m going to tell you, a lot of people tell me well if I do that, I’m limiting my market. Guess what? You need to limit your market.

Unshakeable Confidence.

You need unshakable confidence. Unless you know exactly who you help, your message is watered down and absolutely attracting nobody. I hear people tell me, well you know, I’m a life coach. You know what? That’s great. That doesn’t cut the mustard in today’s world. You sound like a generalist, Jack-of-all-trades who could be purchased like commodity. The same way I go to the store and figure which cup of milk or which container of milk I’m getting, that’s what you sound like.

And answer this for me. Do you want to be the social media coach to anybody with a Visa, MasterCard, American Express and PayPal? Or, do you want to be the content positioning strategist who exclusively works with seven-figure business coaches?

Now I don’t know about you, but if I’m looking at hiring somebody and I’ve got one person over here who goes, I’m a social media coach. Dime a dozen. Millions of them. Or, I’m the content positioning strategist who exclusively works with seven-figure business coaches. I’m picking you. You’re the person I want to hire.

And unfortunately, often we don’t believe in yourself enough to create a clear message. We don’t believe in our ability to help people. We know we could help people, but we have this nagging voice in the back and unfortunately, that’s not going to cut it. Which one of these descriptions will attract the high-end client? This lady’s your client, right now. She’s getting ready to hire. Social media coach or the content positioning strategist for seven-figure businesses?

Guess what? They hire the specialists. The generalists starve. The specialists (thrive). You want to limit your market so you can be seen as the authority figure with a message that grabs your prospect’s attention. Unfortunately, so many people are just in the- I’m in everyone business. Visa, MasterCard, American Express. I’m going to tell you this. Hands down, you can’t be in that business. You have to be a specialist. Nobody wants to hire a generalist. Everybody wants to hire the best to solve their problems.

When you have a message dialed in 100 %, you sound confident and powerful with your offer attracting high fees and better clients. People that have money who are willing to pay you, are not paying for a watered-down message. They’re paying for a specialist with a clear, concise message that offers to solve their problem. That’s what they’re willing to pay for.

Authority Positioning

Step number three – be seen as the authority. This is the thing. People respect authority. When you have the authority positioning, it makes you the thought leader. Just having a doctor’s coat on will make people follow you. You don’t even have to be a doctor, but just having that coat will have people in the hospital following you, no problem. We’re conditioned from birth to follow the rules, respect authority.

Niche Celebrity and Authority

So let’s look at this. We have two categories here. We’ve got a niche celebrity and we’ve got an authority. When you become a niche celebrity and an authority figure, you get the lion’s share of the market, leaving the copycats to fight for the table scraps. And the thing is, you know, we have to ask how to make it happen even if nobody knows your name? You do not have to be Dr. Phil and have success.

Now, you can create your own celebrity status to your small world of prospects. We’re not trying to create celebrity status to everybody who watches tv. We’re trying to create a celebrity status to a small segment of your niche.

Having that clear message will help you segment who that niche is. Think about Kim Kardashian, Paris Hilton – they’re famous for being famous. They show up somewhere, people throw money at them. And you have way more to offer the world than these two ladies, I believe.

Now, think about this. You have to learn how to toot your own horn. Unfortunately, most of us are taught from birth, you know, we want to be modest. Don’t brag. Whatever.

You know, your prospects will repeat what you say. Like we tell people, I’ve been one of the top 100 affiliates in the world, been one of the top vendors. You know, we don’t say that to brag. But when we say it, other people will begin to repeat it. As they repeat it, it becomes legend. And we’re going to show you how to do that.

Now think about this, maybe you and your dog have had a fight. Your dog doesn’t want to talk to you anymore, just turning her back on you and just doesn’t want anything to do with you. Do you want to go to your local therapist who happens to be the world’s greatest pet therapist, or do you want to go to Dr. Phil, pay the dude six-figures, get on a lengthy waiting list, and is he really better than the guy down the street that works with this problem every day? This could be your pet, your marriage, your children, your spouse – this could be anything.

The reality of it is, people would rather pay Dr. Phil insane amounts of money because he is a celebrity and an authority. Your local therapist – he’s probably an authority, not a celebrity. Because he doesn’t have the celebrity positioning, there’s no way he can compete against somebody like that. And interestingly enough, the thing that most people don’t understand is demand can be created.

The celebrity factor make sales absolutely easier. And I’m going to give you an example here. Which do you think is harder to sell? One of my neighbors runs a car lot. And this is what we were talking about a while about.

He said “people will absolutely come in and haggle you to death over $50 for a Honda. People will literally get up and walk out of the dealership over $50.”

Interestingly enough, when they actually get to talk to people who sell high-end cars like the Lamborghinis or Ferraris or even Porsches for that matter, when the car is delivered to the lot, it’s a waiting list. You have to be pre-approved. Often you have to be a previous owner.

And you just don’t go- when’s the last time you’ve seen an advertisement for no credit, slow credit, come down to Bob’s Ferrari lot and get- no. That doesn’t happen.

They demand way more of a sticker price for these cars. There’s a waiting list. It can be created. But yet, people will walk out of a Honda dealership over $50. Keep that in mind.

Now think about this.

How do we create demand?

Well first of all, we talk about the impact we can make. Think through this. If I see your ads, 24/7, that you are a celebrity, that you created a massive change in somebody’s world, and I see those ads through repetition, guess what? Seeing the ads again and again, and on different sites, it makes you think you’re everywhere. It’s like a diamond. It’s valuable. It’s rare. Demand is artificially created.

And because of that, your price goes up. And remember, we’re not doing this for the whole world. We’re just doing this for a small segment of your audience. And interestingly enough, people are happy to pay more to celebrity coaches.

I mean people are very happy to pay celebrity coaches whatever they want because they are a celebrity and an authority. So, keep that in mind. If you’re fighting for the table scraps, this is something that will make a massive impact on your business.

Marketing Automation

If I had a dollar for every coach, or consultant, or therapist, service provider who told me that I am terrified of marketing automation, we would own a small island somewhere in the Caribbean.

I’m going to just tell you, marketing automation, a lot of times, it is portrayed by the people who are selling it and promoting it to be like, you know, this big bad monster.

I’m going to tell you, it’s actually not difficult. It allows you to not have to deal with the day to day stuff. It gives you freedom. It gives you more time to enjoy life and grow your business. And marketing automation, like I said, it’s been talked about like it’s the big bad wolf and it’s going to hurt you. It’s far from it.

Day to Day stuff – follow with your prospects who sign up but don’t show up with their strategy session. Just imagine if that happened automatically. Follow up with leads who even visit certain pages. So if you visit a certain page of my website, I can trigger an email if you’ve already joined the list, to send you an email, or to basically give you what’s called a lead score. You can move the leads around from a sequence based on the next action they’re going to take.

We can actually do predictive modelling. And this is amazing. Even if you’re doing a webinar. Just think about this from a basic standpoint.

You can follow up with leads who watched your webinar.
You could follow up with leads who left the webinar early who didn’t see your offer.
You could follow up with leads who watched the webinar until the end, because they’re your most engaged prospects.
And you could even follow up differently with leads who did not attend your webinar at all.

You can use different messaging for all four of these categories, and you can get an exponentially higher result. So, keep that in mind.

Automation will buy you time. And the thing- it’s interesting. It makes sure nobody slips through the cracks. How many times have you gotten a lead or a call and it just slipped through the cracks? It happens to a lot of people.

And you can do what’s called lead scoring. You can start looking at the quality of every lead and it’s going to tell you who’s going to be the most likely to convert. Just imagine being able to pull up data about your prospect and you’re going to know all this – their domain name, the business, their email, their profile – it’s a massive amount of data.

Simple or Complex

Now we can make this as simple or as complex as you want to have it. You know you don’t have to go crazy with automation. Even very basic automation that’s offered by virtually, almost any service provider, will do the job. You know, after you get the stuff figured out, then you could go into far more complex automations. But having automation will buy you time. It gives you freedom. Automation actually makes things personal. Lot of people I’ve talked to they go well Charles, I don’t want to use this because I don’t feel it’s personal.

Unless you want to personally email everybody that does a different action on your website, you need to use automation. It will massively increase your conversions, because people feel like it’s personal to them. And at the end of the day, all your prospects are concerned about is, what is in it for them and how does it make them feel.

Consistent Lead Flow

Now if you’ve noticed we’ve saved consistent lead flow until the end. Unfortunately, most coaches end up working backwards. They go, oh, all I need’s more leads. The problem is, if you put more water in a leaky bucket, guess what happens? It drains out faster, becomes a bigger disaster.

If these other factors are in place, and the more and more leads you get, pretty much makes you frazzled, and you can’t handle it. I mean, you really don’t get the value out of it. Your business doesn’t grow.

You have to have these other things in place before your lead flow. Now we need to have a predictable lead flow of high quality leads, high quality clients. We need to- it allows your business to be stable and you can forecast your growth.

And the thing is, don’t be scared of paid advertising. So many coaches and consultants act like it’s- they’re terrified. Look, there are high quality leads, you just need to know how and where to find them.

You have to know who is your best client and who is that going to be. You have to know who that is, because once you find that out, everything else becomes easier. You don’t want to attract the wrong people in your funnel like I’ve done in previous coaching programs, because that will just make you insane. You need to use qualifiers in your ad copy to repel the wrong people that are not going to be the right people.

This also attracts the right people. As you repel the people, like we mentioned earlier, no lazy people, no blamers, no get rich mindset, no fake experts. By repelling those people they’re like, well, you know, that’s me. They’re not even bothering to watch the rest of the ad, or the rest of the video, or the rest of this webinar. We need to start using those things in our ad copy.

Forecast your Growth

You also need to start looking at how to forecast your growth. When you can turn your lead flow on and off at will, it gives you predictability in your business.

You know that you’re going to have ten leads coming in today, ten leads tomorrow. It also allows you to hire additional people, or it allows you to use supply and demand, because you’re going to be positioned as a celebrity to work with fewer people getting higher fees.

And once you understand your close rate, then you know how much each person’s worth. Is each person that you’re talking to worth $100, $1000, $5000?

Once you understand what that number is, it becomes very easy. And unfortunately, so many coaches, consultants, service providers and therapists that we talk to have this very negative aspect of, you know, I don’t want to do paid advertising.

I don’t know about you, but whenever we start working with people, you run out of- your warm (unintelligible) is people that you can go to. You run out of that’s extremely fast. That is not predictable. That’s not scalable. And you can’t grow a successful six or seven or eight-figure business on that.

The only way to create consistent lead flow is with paid advertising. You can get- start small. Nothing else is repeatable. Start small with a proven framework and start building your lead flow from there. That’s the most important thing.

Do the Math

Let’s do the math here. If every 100 clicks you get you end, up with 20 leads. Out of 20 leads you end up with 10 strategy calls. Out of every 10 strategy calls equals three sales. What are three sales worth to you? Once you know the numbers, you can start predictably growing your business. Once you know what your ROI is, that’s it.

Five Pillars of Coaching Profits

These are the five pillars of coaching. And it has to be done in this order. How many times have you tried to increase your lead flow and it didn’t work. It just doesn’t work.

You have to have a scalable model. You need to have a clear message with a big idea that it cuts through everything. You need to be seen as the authority and the celebrity. You need to use marketing automation so you’re not manually having to do everything. And then, that’s when you have consistent lead flow.

Once you have that, that’s like having a bucket that’s working. Otherwise you end up with a bucket with a lot of holes and you’re struggling to put more water in it. The more water you put in, the more water that leaks out. So those are the five pillars of building a successful coaching business.

You’re reading this book right now. You’ve seen me break down the five pillars to a successful coaching business. You know that once you set these five pillars in your business, you can start to 2x, 5x, or 10x your business.

So if you’re a coach or consultant who wants to make a positive impact and grow your business, you might be wondering how you can quickly and easily set up your business to run on these five pillars. Then this is for you.

This is For You.

If you want more high quality leads who are looking to work with you.
If you want better quality clients who don’t flinch over your fees and treat you with the respect you deserve, this is for you.
If you want bigger profits per client freeing you to work less and only with the clients you choose, this is for you.
If you already have an existing coaching or consulting business, but you don’t feel like you’re reaching your potential, this is for you.
If you’re already using paid advertising, this is for you.
Or if you’re willing to use it, this is for you.

To see how I can help you grow your consulting or coaching business use the link below to book a time.

https://trinitymarketingagency.com/get-a-free-consultation/

Talk soon,

Charles Kirkland

P.S. In business it’s never who has the best service; it’s the person with the best marketing that wins. Business is a winner-take-all game.