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The one criteria most coaches overlook in creating their dream client

A coach asked me a great question:

“Did you reach a point where you had to go fishing in a bigger ocean when you were first charging $20k a year? Or did you just serve whoever showed up, and that was sufficient?”

Both! Our metaphors define our reality, so I am very careful about the metaphors I use.

I serve, I don’t “fish.”

Fishing is an outdated metaphor for sales. Sales is about serving the person in front of me, in the best way I can, one powerful conversation at a time.

For many years, my one-line business plan read: “Meet fun and interesting people.”

And then I realized that a single word was missing…

The plan changed to read: “Meet fun, interesting and RESOURCEFUL people.”


I don’t look for “wealthy” clients, or “successful” clients, or clients with a “huge pile of cash.”

It took me a year to create the money to hire Steve Chandler as my coach.

I had to work really hard to create the funds to hire Steve Hardison as my coach.

More recently, it took me two years to create the resources of money – and more importantly time – to join my current Mastermind group.

It’s taken me five years to slowly add more members to my team to the size it is now.

I’d hire two more team members on the spot right now if I had the resources. But I don’t. So, I am creating them.

What is the one missing criteria you could begin to look for in a dream client?

Love. Rich

PS. Dramatically increase your confidence as a coach by mastering enrolling clients. Drastically increase your ability to raise your fees and up-level your clients. And learn to have fun making money. Join me on The 90 Day Money Game. There’s still time to join us…   


PLUS, whenever you’re ready – here are 4 more ways you can drastically increase your income and impact as a world-class coach:

  1. Assess your current coaching level and learn how to get to your next level. Read – or remind yourself of – The Litvin Levels, from The Prosperous Coach.
  2. Watch me coach some of the top coaches on the planet, in order to drastically uplevel your coaching skills. Join me on How To Coach A Superhero: The 4PC edition
  3. Imagine joining a Deep Coaching experience alongside the members of 4PC, my community of high-level coaches… We only offer The 4PC Accelerator once a year and it always sells out in advance. Save $1,000 with early-bird pricing.
  4. Learn how to enroll and coach successful, talented and ambitious clients – with power and impact. Join my flagship program, Project Kairos – for 8 months of guidance, challenge and support to master creating clients.


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.

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