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Creating Clients Is The Easy Part

Creating clients is the easy part.  The hard part is overcoming fear and building trust.

My 2 year old son’s swim teacher was interviewed in a local paper, recently. For twenty years he has taught generations of Southern Californians how to paddle in his backyard pool.

I love this. He says:

“My business isn’t about swimming; it’s about confidence. Swimming is the easy part. The hard part is overcoming fear and building trust.”

The article says, “His legions of fans refer to him as ‘the Swim Whisperer’. He starts kids as young as two, and his approach is no-nonsense: He doesn’t use flotation devices or allow goggles because “you need to learn to swim with what you have.”

He doesn’t offer private lessons, believing that students learn best with their peers. (Seeing others their age dunk their heads motivates the most apprehensive kids.)

The child’s readiness is irrelevant, he says. Children respond to him because he doesn’t give them the option not to. Even if they cry and protest, he keeps coming at them with ‘You can do this’.”

weekly email - 7.18.14

For the past five years I have run Salons and Intensives and taught high-performing coaches to enroll high-performing, high-paying clients. Coaches in my community have enrolled $20,000 clients, $50,000 clients—even $150,000 clients. Two members of my community now coach billionaire clients. My clients have coached execs at Fortune 50 firms and top tech firms like Google. Many of my clients have mid to high six figure incomes. Several still don’t have a website.

And I’ve applied the very same principles a swim teacher for toddlers uses:

1. HIGH-FLAME COACHING – I’m not here to be your friend. You’re not looking for another ‘buddy’. My job isn’t to make you feel ‘comfortable’.

I’m here to help you lean into your edge. Not so far past it that you get scared. But far enough that you stretch and grow (even if you shed a few tears on the journey).

2. LEARNING MUST BE FUN – you learn best when you are enjoying yourself. You learn best when you’re in action, not learning more ‘information’.

I’m continually setting challenges for my clients or having them play ‘games’. It gets them out of their head and in motion.

3. YOU DON’T NEED TO BE READY – no coach will ever be ‘ready’ to run their first workshop, fill their first event, or sign their first $50,000 client.

Don’t wait to be ready. Decide what you want and head in that direction.

As we used to say as kids, “ready or not, here I come…”

4. REFUSING TO BUY INTO YOUR STORY – one of the biggest gifts I give my clients is that I refuse to buy their story. I refuse to see the ‘hard lines’ in their world. I refuse to accept what they see as ‘impossible’.

I recently had a client in a panic when $30,000 of regular, monthly business was cancelled at short notice. She called me in total fear mode.

But her story meant ‘nothing’ to me. In fact, instead of sympathizing, I challenged her.

I sent her back into the world with a powerful mission. She re-signed the business within days.

5. BELIEVING IN YOU MORE THAN YOU BELIEVE IN YOURSELF – more than the power of my coaching, I sometimes think that it’s just the knowledge my clients have that I fully believe in them—even when they are struggling to believe in themselves—that makes all the difference.

My clients know what a HIGH BAR I set to work with me. In fact, I regularly turn people away from my Intensives if they are not a fit.

Simply being a client is a sign of how much trust and belief I have in you. And that speaks volumes.

6. PEER LEARNING – we learn most when we’re part of a tribe. And when you’re part of a tribe of high-performing coaches, committed to their Professional Development, it’s edgy but exciting to learn from one another.

I run a community of powerful coaches that has grown by word of mouth alone for the past five years.

7. FAILURE CAN BE FUN – failure is not the objective but it IS the path to more success.

I tell my clients that my MISSION is to have them feel uncomfortable. That RISK IS THE NEW SAFE. That if they’re not failing on a regular basis, I’ll fire them as a client.

8. WHAT SCARES YOU MASKS YOUR SECRET DESIRES – my two year old son didn’t like putting his head under water on day one of his new swim class.

But we talk a lot about his dream to be a scuba diver. He wants to dive with his daddy when he’s older.

By day two he’d relaxed and by day three he was having fun blowing underwater bubbles and seeing how big his teacher’s eyes looked when they put their heads under at the same time.

What are YOU most afraid of in your coaching practice, right now? Asking a bigger fee, creating a group program, signing a high-end client…

Fear aside, how cool would it feel to CREATE that?

Forget your little ‘goals’. Go after what you really, really, REALLY want. Go after what SCARES you.

And help your clients do the same. It will change everything.

9. BUILD TRUST – this underlies everything you do as a powerful coach.

The most successful and accomplished clients will give you full permission to say to them the things that no one else would dare to say (in my experience they often crave it) IF you have gained their trust first.

Counterintuitively, you gain their trust by trusting them first.

Be vulnerable. Hide nothing. Hold nothing back. Be authentic. Be you. Risk sharing YOUR fears. Tell stories of your challenges. Tell stories of your clients’ successes. Ask permission. Constantly.

And don’t be afraid to take them where they don’t want to go.

They’ll feed off your energy. So breathe. Relax.

Remember that the person in front of you is far more more powerful than they know. They are far closer to what they desire than they could ever imagine. They don’t need ‘help’ but they do need you far more than you need them.

Love. Rich

PS. We’ve opened the doors to Project Kairos 2.0. This is the most in-depth way to get my support on creating clients – for an entire year. 

You’ll massively increase your professional confidence. You’ll learn world-class skills for enrolling and coaching highly successful clients. 

We begin in September and run to September 2023. You will 10X your impact, your income and your inner peace. So you can do the same for your clients. Every single cohort of Project Kairos has sold out. There’s a $5,000 saving for the first 20 spots and there are just 8 spots left before the price increases…  


Plus, whenever you’re ready… here are 5 ways we can help you increase your income and impact, as a world-class coach:

1.Watch my Masterclass: Why your fees are too low and how to raise them. It was my best one yet, packed full of strategies and immediate action steps.

2. Do you have what it takes to be a Prosperous Coach? I designed the Coaching Excellence Scorecard to guide you on your coaching journey – toward the coaching career you’ve always dreamed of. Take the quiz and discover how you rank in Confidence, Coaching Skills, Client Creation Skills and Cash Creation Skills.

3. Join Transition Excellence, my 6 month, self-paced training on client creation. Plus, you get weekly live group calls with me and my leadership team—and you join our private Facebook group to access our incredible community. TE is ICF accredited. 

4. Drastically increase your influence – at The 4PC Accelerator. It’s a once-a-year opportunity to join the members of 4PC (my private club for top performers) at an 8 day training. You’ll create powerful Intellectual Property and assets that cement your legacy. You’ll step up as a Thought Leader. Plus, you’ll develop your own community of top performers and become known as the expert in your field. 

Be warned: this is a high pressure environment. I will challenge and stretch you, so you can challenge and stretch your clients. Feeling imposter syndrome before you apply is not an accident. It’s a prerequisite! Fear is a clue you’re leaning into your edge… 

5. Apply to join 4PC, my private club for top performers. It includes group coaching, private 4PC Intensives, an online membership center and a community of 30 leaders who will challenge, support and stretch you. 

4PC is application only and there are 3 prerequisites: You have a track record of success behind you. You coach extraordinary clients. You have a big mission ahead of you. 

It’s a $25K/year investment and a minimum of a 3 year personal commitment. There are only 2 spots available for August entry.

Transforming world-class leaders into world-class coaches.
That’s what we do.

If this sounds like you, let’s talk and explore if working together is a good fit.

Learn more about ways to work together