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To Enroll a $10,000 Client (or a $100,000 Client) You Need To Master 5 Sales

“How did you enroll your first $100,000 client?” I asked.

She was silent.

Her forehead creased as she pondered my question.

“Really. How did you do it?”

She paused a little longer.

And then she peered into my eyes with a curious look.

She was puzzled.

“I didn’t do anything different to when I enrolled a $10,000 client.” She said.

“Precisely!” I replied, with a sly grin…

A Framework vs A Formula  

Selling coaching is simple.  

Simple. But not always easy.

Simple. Because The Prosperous Coach Framework has been tried and tested by tens of thousands of coaches.

The distinction between a framework vs a formula is key here…

A formula promises a direct mathematical relationship. These inputs will result in these outputs. Always.

You’ve seen the promises: “Learn My 7 Steps to 7 Figures…” or “Get The Exact Blueprint to How I Built My $20MM Business…”

Even my 7 year old son is already learning that there’s no such thing as a ‘magic formula’ in business. He regularly points out to me how often new restaurants and stores in our local neighborhood open up and then close down when things don’t work out.

The framework of a building or vehicle is its underlying supporting structure. So, a framework is a promise of a basic structure underlying a system or concept.

The Prosperous Coach Framework is built on a promise that Client Creation is built on 4 elements. Always.

Connect. Invite. Create. Propose.

Read The Prosperous Coach or watch my videos on YouTube – to learn how to put this framework into practice.

One of the hardest parts of The Prosperous Coach Approach is the actual sale itself. But that’s because most coaches have no idea that there’s actually more than one sale every time you sell a coaching program.

In fact there are 5 of them. And your mission is to master all five…

The Real Challenge of Selling Coaching

Most coaches have no idea that there are actually FIVE different sales involved, each time they enroll a client.

In fact, most coaches think there’s only one sale: “Do you want to be my client – yes or no?

To master enrolling high-performing, high-fee clients is to understand that a sale doesn’t happen once.

There are actually 5 separate sales that happen when enrolling clients.

SALE #1: To Yourself

SALE #2: The Invitation

SALE #3: The Proposal

SALE #4: When The Buyer Has to Make a Sale

SALE #5: Buyer’s Remorse

SALE #1: To Yourself

Before you can sell anything, you’ve got to believe in it.

Before you can sell coaching, you’ve got to believe DEEPLY in the power of coaching.

If you’ve never invested in coaching, or you’ve never invested in your personal growth or your professional development – an amount of money that actually scares you – how can you possibly ask someone else to do the same in order to work with you?

But once you’ve experienced powerful coaching yourself, and you’ve invested in powerful coaching, you are sold on its impact. And people can feel that.

And once you’ve coached more and more people (even if it’s pro bono, at the start of your career) your confidence will grow in the impact of the coaching that you do. And people can feel that.

As your experience grows and your confidence grows, the first sale is done. You’re sold.

SALE #2: The Invitation

There’s nothing more precious than someone’s time and attention.

People are unlikely to say yes to an initial deep coaching conversation with you unless they sense that you truly believe that a single conversation can literally be life-changing.

Giving away “free coaching sessions” on your Facebook page is unlikely to enroll many people. That’s just shouting into the noise of social media.

You won’t ‘convince’ someone to spend their time with you.

An invitation can be gentle. “Would you like some help with that?” – can be really intriguing.

An invitation can be simple. “That’s what I do. Why don’t we jump on a call for ten minutes?”

An invitation can be direct. “Once a month, I block out 2 hours for a coaching session with someone who isn’t a client. There’s a spot open in November and in January. Would you like to reserve one?”

Above all, make an invitation the same way I invite people to my kids’ birthday parties!

With absolutely no attachment.

It will be awesome if you say yes.

And it’s perfect if you say no.

SALE #3: The Proposal

A proposal is the moment you actually sell your coaching services.

A proposal happens the moment you look someone in the eyes and say, “To work together will take ___ months and cost $_____.”

It can help to let a potential client know your ‘menu’: “There are 3 possible ways we can work together…”

However, don’t confuse this with sending someone an email with your coaching rates. That’s not a powerful proposal, that’s a price list!

If you really want to see me break down how to make a powerful proposal, then watch this video: The Art of the Proposal.

And remember, it’s a really powerful proposal when you Challenge the Yes.

SALE #4: When The Buyer Has to Make a Sale

To Their Spouse Or Business partner

It’s easy for a potential client to say yes to coaching. But then they have to go home and convince someone who hasn’t ever experienced your coaching.

I once met a coach whose a potential client had told him that his coaching was the best thing he’d ever experienced. He was going home to tell his wife all about it and then he’d mail the check that night.  

The coach was super frustrated because what happened next felt weird…
He never heard from that guy again and he never even returned his calls. (Sound familiar?!)

Well, I happened to know the client, so I called him to have a chat and what I discovered was interesting.

You see, he did exactly what he promised. He went home to tell his wife how amazing the coaching was and was all ready to mail the check that night.  

But his wife got really afraid when he shared about the coaching. You see, she was his confidante and had been for years. When he raved about his new coach she literally thought this could be the end of their marriage. And he didn’t have a powerful way to make her feel safe and to explain what a gift the coaching could be to their business, their future and their marriage.

Coaching is simple.

We talk. And your life transforms.

But your clients can’t say this to their partner, loved one, or business manager.

They can’t say, I am going to chat to my coach once a week and we need to pay them $20,000!

They need a powerful way to explain how coaching is so much more than simply having a chat…  

And you need to teach them how to do this.

Watch The Art of the Proposal, to see me break down how to do this step-by-step.

SALE #5: Buyer’s Remorse

Sometimes, a few months (or even days) into coaching, a client will begin to doubt themselves, or the coaching will feel challenging, or results won’t happen as quickly as they’d like. You need to prepare them for this.

Ask them in advance for their pattern.

You already know how you are most likely not to succeed at this, right?

How are you most likely to slow down, get in your own way or even sabotage yourself?

If you invest this money, time and energy and don’t get what you want – how will you do that? Let’s make a plan now so that you are ready and prepared in a way that you’ve never been before.

Get ahead of buyers remorse by helping your client get ahead of themself. They will love you for it.

High Level Sales Skills

If you’re a coach with a prior track record as a leader, a business owner, an executive or as an entrepreneur, YOU are the reason we created 4PC. It’s a place where we regularly dive into high level sales skills and advanced sales techniques.

4PC is the place where we work with you on enrolling $20,000 clients and $50,000 clients. One of our alumni now has $100,000 clients.

If you are growing or scaling your business, 4PC is the place where we work with you on enrolling high level investors and extraordinary team members.

And if you’re an experienced coach who wants to take your practice to the next level, 4PC is the place where you’ll join some of the most successful and exclusive coaches on the planet.  

Love. Rich


PS. Whenever you’re ready – here are 3 ways you can drastically increase your income and impact as a world-class coach… 

  1. Rich Litvin’s 1:1 Coaching Playbook: Learn my top 10 proven tools for coaching elite clients in this live training. Over 100 people joined me for our first live call – and all calls are recorded, so it’s not too late to join me…
  2. Rich Litvin’s Group Coaching Playbook: Make group coaching a lucrative and fun part of your business. Effortlessly fill and lead impactful group programs.
  3. The $100K Club: A six month Master’s Degree in High-Ticket Client Creation. The price increases as we get closer to the start date. Secure your spot now and start your journey to 6-figure coaching success today! 🚀

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