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Are you showing up with Predator energy, Prey energy, or Peer energy with your clients?

There are 3 ways that coaches show up in the presence of potential clients – as predators, as prey, and as peers. But only one of them works to enroll high-performing high fee clients… 

Predator energy

I once went on a walk through a game reserve in Botswana. The ranger who led us told us very clearly that if we happened to walk into the eyesight of a lion the one thing we must never do is to turn our backs and run.

The moment you run from a predator, you become prey in their mind. They will chase you. And you will die. 

[Tip: I am not an animal expert, please do not use what follows as advice for when you are next in the presence of a lion!]

In the presence of a predator, you must retreat slowly while facing them. You should act aggressively and maintain eye contact if possible. When you embody being a predator, you are not displaying prey energy and they are less likely to attack. 

Most coaches unconsciously show up in the presence of a potential client with predator energy. They try to mask it but you can’t hide the signals your body is constantly giving off. 

Predator energy in the context of creating clients signals “I need you more than you need me…” Or, even worse, “I NEED you…”

And needy is creepy. 

Prey energy

I once took 4PC to Equus in Santa Fe, New Mexico, where my friend, Kelly Wendorf, runs an innovative self-mastery and leadership training institute, based on the wisdom of horses. 

Horses are prey animals, so they are highly sensitive to emotions and the messages behind them. You cannot pretend to be confident around a horse. You cannot pretend to be a leader around a horse. 

Horses read the hidden cues that your body gives off. Horses reflect who you are – and how you show up – in the moment. They have no interest in your goals, dreams, fears or failures. They are present with you in this moment. 

Many coaches unconsciously show up in the presence of successful, wealthy or highly intelligent clients with prey energy. They try to mask it but you can’t hide the signals your body is constantly giving off. 

Prey energy signals “I am in awe of you. You are more impressive than me.” It signals Imposter Syndrome, in the unhealthiest of ways. Prey energy is deeply unattractive. 

Peer energy

Peer energy signals to a client, “I see you. I am here to serve you if I can. But you don’t ‘need’ me and I definitely don’t need you…”

Peer energy is deeply attractive. 

I googled antonyms for the word needy. There aren’t many because for most of recorded history humans lived in scarcity. 

Interestingly, one word that is the opposite of needy is prosperous. Makes sense, because The Prosperous Coach Approach is based on the foundation of building your professional self esteem. If you want to enroll high-performing clients you need to have the confidence – deep in your bones – that you can coach talented, driven leaders, once you’ve enrolled them. 

That’s peer energy.  

You need to cultivate it.

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