How To Sell High-Ticket Coaching Without Sales Calls

If you've been in this industry for anything more than 5 minutes, you know that there's a massive difference between a client, someone with a a credit card and a pulse, and a dream client, someone who you wish you could like take to the magic cloning machine and print a hundred of them so that your client roster and your week is full of people who you froth on, who you love, who can who you can help, and who happily pay for your services. Every coach has heard the words ideal client or dream client. But the idea that you you could only work with them and have enough of them to turn this into a great business feels like the chances of finding a unicorn and a pot of gold and the Epstein list all on the same day. Not going to happen. So it comes down to almost the most important decision of your entire business. Are you going to chase the money and get who you can get, or you going to choose your squad? Deliberately set up a business that only attracts the clients you want to work with. I'm not talking about having your standards so high that you end up being the coaching equivalent of being still single at 875 holding on to hopefully meet the one. No, no, no. I'm talking about setting up a system that attracts exactly who you want. So every client you meet and every day that you coach is a dream experience. So I was in Newport Beach in California running an event with some of our million-dollar-plus clients. We had a few guests there, you know, people who were on the outside of our world and wanted to check us out. One of the guests was a woman called Joey, who was amazing. She came up to me on day two and said, "Hey Tucker, I just want to let you know this is a great event, but you're doing a [ __ ] job of selling to us guests." And I'm like, "Oh, no, no, I don't think you understand. I'm not selling. I'm buying." So you said, "What do you mean?" I'm like, "Well, I know who I'm looking for. We call them a BIV, a battery's included value-added [ __ ] And so I'm just going to check you out for the next couple of days, and if I think [music] it's worth it, I'll invite you to come join us." So we've been chatting out there about the difference between chasing the money and choosing the squad. Being able to choose is just a amazing position to be in. To be honest, it's available to anybody at any time. It's just a decision away. And so all we need to do is like know who's my person and who's not. So, the word I used before was by that. It's a made-up word, but I love it cuz it says two things. Batteries included. That's about their energy. Do they come batteries included or not? Cuz not everybody does. You want to work with people who show up with a little bit of like they're on the front foot and they want to do stuff. And then value adding means is this person a net addition to my to my squad? In boardroom, we're super super choosy, like elite-level choosy. You don't need to be this choosy. But if someone's not batteries included, not fun. It shows up pretty quick. And if someone doesn't add value, well, they're just taking up space. So, you get to choose like how extreme you want to be on these things, and then MF is [ __ ] cuz why not? Here's what I want for you though, is just to make a list of the criteria. So, when you're chatting with someone or you're on a call with somebody or you look at them on social, you're like, does this person feel batteries included? They feel you value add. Do they feel like my person or not? So, if you just made a little you teach out like this and just write down, these are the three things which would make someone energetically a match for me. And these are the the three things which would make someone feel like they're a right match in terms of demographics or skills that they have on board. That's a good list. If you're not sure, do the opposite. What would make someone What's the red flags? And that's the shortcut. Sometimes it's easy to know what you don't want and then just flip it inside out. So, you haven't made this list. You might be a bit nervous, like, what if I can't find these people? Doesn't this like shrink my opportunity? Not only does being clear about who you want let you message to them and bring them in, but it makes you attractive to the people you actually want. Because the people like A-players want to be with people who've got standards, too. The only people who are attracted to a room without standards are people who can't meet them. I had all sorts of weird beliefs about about sales and about money and all that stuff. And instead of getting good at sales, I actually fixed it upstream. I was like, "You know what? If I could get really good at marketing and have them call me and want me, then maybe sales would be easy or [music] even unnecessary." And so, that's like that's the obsession that like sent me down this journey for like 18 years. It's like, "How do I get so good at marketing that people just want it? And I don't have to sell, but they buy." It's super, super crazy cuz now we're a much, much bigger business. We're just running the same playbooks. Naval Ravikant has this amazing quote up here. He said, "You're doing sales because you failed at marketing." And that's almost every coach I know. Like, it looks like this. By the way, even the big coaches with the big businesses, almost all of them are super sales heavy and marketing light. So, if we if we think about this here being sales, and this here being marketing, if marketing's not not doing its job and you need new clients, what what are you going to do? You're going to lean into this skill here. And so, there's a bunch of people who like raised their pinky finger that I might be interested or they click like on a post and they're like, "There's an opportunity. We haven't had an opportunity in months. Pounce!" And so, we pounce and we we chase and we try to book a call. You know, we follow up to make sure they show up on the call and then on the call we like we pitch and we razzle and we dazzle. We try to do this stuff to impress them to why they should join us. And then on the the third or the fourth follow-up call and they're like ghosting us, it's because we are like we're trying to hard sell now because we didn't pre-sell before. And this whole video is about one like one core shift. Down here at this end of the spectrum, we're chasing. We're chasing the money. We're chasing the people. Everything is like us chasing them. I don't know if you've ever felt like you're being chased, but like my I haven't, thank God, but if I ever felt like I was getting you being chased, my natural inclination would be run. And that's what prospects do. If we do it the other way around, if we lean into the marketing this like the last session on brand width, if we get this piece right, then not only is sales easy, but you you have a line of people lining up at your door and you get to choose. You've got your buy that filter on going, "Oh, you look good. Maybe later. 100% no. Oh, yeah, you're good." And we get to choose. And that's just a completely different completely different headspace to be in. And it's not just a mentality or a mindset, it's a daily reality. When you get this bit right, this bit gets easy. So, I don't know where you are on this spectrum. But like a year or so ago, we as a business were way down here. Like marketing wasn't very good. That's That's on me. And so the sales team had to like work really, really hard. I don't know about you, man, but like I did hundreds of sales calls. I didn't enjoy it, but I did it cuz I was good at it and it was, you know, that was what I was told like to sign a high-ticket client, you must do calls. That was, you know, what I learned. And then I didn't want to do that anymore. So, well, somebody else needs to do it. And so I hired a sales person who's amazing and then we needed somebody else to to triage for them and then somebody else before them to like DM, set appointments, and then somebody over all of them to manage. And as it got bigger, it's just like more and more and more and more more people. And to be honest, not even more clients. There's this thing that's going on in the world where people are just like I don't want to do sales calls. Prospects don't really want sales calls. And the thought of managing a team is hard. And so if that's not the world you want to be in, if you don't want to be in this like sales heavy mode, and if you do cool, then the alternative is let's get the marketing to do the pre-selling so that like the actual sales function is relatively easy. So, I just want you to make it just like where am I right now on the spectrum and where do I want to be? If we lean this way, everything we're about to do just becomes so much easier. An amazing thing happens when there's limited supply and lots of demand. When we get this brand width piece right, this is why we're like are we talking about sales? Are we talking about marketing? Yes. It's all one client acquisition piece, right? It's like how do clients happen here? Every business is somewhere on this supply demand curve, but most coaches have unlimited supply. Like how many clients do you want? Lots. How much demand do they have? None. That's why they're chasing. But the truth is if you think about it, you've actually got limited supply already. Like if a thousand new clients bought tonight, what would break first? I'll go first. You would, right? You totally would. The wheels would fall off. Things would start breaking and you'd you'd like die. So somewhere between zero clients and a thousand new clients, there's a number that you could actually take and look after and do a good job with sustainably. So there's already some scarcity to your supply, but we just don't use it. So I want you to think about this. How many clients could you take this month and do a great job without the wheels falling off or you dying? There's a number, right? It could be five, it could be 10, it could be 20, or or could be 30. And so I want you to start using a cap to your supply as a lever in your marketing and a lever lever in your sales. So let's say you could take 20 clients. Okay, cool. Have you signed 20 clients consistently? No. Okay, so let's not say there's only 20 spots because you're already struggling to fill eight or 10. What I want you to do is go, how many am I signing on average a month right now? And let's make our cap closer to that number than that we could take this number. Let me give you some really simple maths. What I like to do is let's say you on average you've been getting like, I don't know, 10 new clients a month. Just round numbers. Next month drop that 10 take 20% off. So you can take eight clients this month. It sounds like a step back, but an amazing thing is going to happen. If you can If you're consistently getting 10 and you say there's only eight spots and they're filling faster than they actually fill up, for the very first time in your life, you'll have experienced abundance. Like we are sold out. We've won this game. And we're not constantly chasing anymore. I had this many spots and people are desperate to to in and we had to turn people away. It does incredible things for your confidence, and it tells the market that this cat is in demand. So, you've set your first number. It was eight. Cool. What happens next month? Well, that depends on you. If it sells that easy, we can ratchet it up. If you're super busy and you're away and you've like on holidays or whatever, maybe it's four. It's your game. You can do what you want. The thing that's going to make this work is what's the invitation we actually make to people. And that is what comes next. So, I want you to imagine you and your perfect [music] client, your five-amp prospect, are in a room together. All right, it's a room just like this. There's a table in between you guys. There's two chairs, [music] and there's nothing else going on. It's silent. I don't know why, but for some reason in this scenario, neither of you is allowed to talk. Okay? They're a potential client who's come to you, and you're a coach with some solutions. But the way this game works is like this. You have to take your offer, [music] like what does it look like to work with you? How much is it and what do I get and all the stuff, and write it on a sheet of paper. And then silently slide it across the table towards them, and they'll pick it up. And they'll read it. And then they're allowed to say yes or no or ask questions. They're just allowed to either nod, I'm in, let's do this, or I'll pass. If you write down your current offer, and you slide it across the table, and they read it, do you reckon they'd be in? Would they be out? This is what we call the silent offer. And whether you're selling with a doc like we do, like a a simple one or two-page writer, or you're selling on a call, the most important thing you have you have to have is a really clear offer that can answer five core questions >> [music] >> to get people off the fence and saying yes, assuming they're the right person for you. So, let's talk about your offer. Remember the last video, we drew out this thing called the system, and we walked you through that brand width side of things, and it and these had little question marks on them? That's what we're going to do right now. This little piece, this diamond, the silent offer [music] diamond, these are the five core elements of an incredible offer. Down below, you'll get not only the download of the system, but also an offer diamond so you can help work out yours. There's five things that every great offer has, and if you have them, your life gets easy, and the right prospect say yes. And if you don't, or it's unclear, they say no. If you're selling on a doc like us, obviously the thing's got to be self-contained, but even if you're not, we get all of our clients to build a uh an offer diamond and write an offer doc as if all they were allowed to do was this. Because it gets you, probably the first time ever, incredibly clear about exactly what they get and exactly how it works, and who it's for, and who it's not for. It's epic for you, even if you've been selling for decades. And if you do have somebody else doing calls for you, this is the first tool you give them. So, when you present an offer, there's two forces at work that'll make someone say yes or someone say no. On the yes side, in green, this is the reward. Like, what do I get? And obviously, we want to make sure that the reward is really, really clear. And on the on the other side is the risk. If something's not clear, or it doesn't feel safe, I'm not going to take action. Sales is a confidence game, and I don't mean you've got to sell it confidently. I mean, your job the job of your offer is to give people the confidence that if they take the next step with you, they're going to get what they want. And so, this diamond has two core elements on the reward side, two on the risk side, and one at the bottom, urgency and scarcity, like we just touched on, that's going to take someone from this is really, really good, but maybe later to oh, this is really good, and I'm going to do it now. The very first thing in your offer needs is a really clear promise. If I do this, what's the result I get? Like, what happens first? What happens then? What happens after that? Just a really clear picture of the the result. There's this energy drink in America. I've never drunk it, but it's got the best name of all time. It's called 5-hour Energy. Like, it says on the tin what it does. That's what yours needs to do. Then, the next piece up here doesn't it's not it's not the the big needle mover, promises. The next one is bonuses. What are you going to give me that's going to make it better, faster, and easier for me to get the results. Don't just throw [ __ ] at it. What can we add that makes their job easier, helps them get better results, or helps them accelerate the journey? On the other side, well, what if I do all the stuff, and I took the promise, and it doesn't work for me? Well, there's an element of risk. And so, what we want is some kind of risk reversal or guarantee. And it could be this will happen for you if you do the stuff, or I'll refund your money. We're really answering the question, and if it doesn't work, I will, right? I'll give you your money back. I'll work with you for free until it does. Or, it might be there's no guarantees. Just want to be super clear about what the policy is. Ideally, [music] if we don't have more demand than supply, let's make it easy for people to say yes. Up here, payment plan. They could pay up front. Maybe it's monthly. Maybe it's weekly. Just give them some options so that it's easy to say yes. At the bottom of the diamond, right here at the base, on the >> [music] >> tipping point, is the thing that can make the difference between yes now or maybe later is scarcity, limited number, the cap we talked about just before, or urgency, limited time, like it's available for the next 24 hours or until Friday. These are little forces we can use to help make sure that there's more demand because there's limited supply. This is what goes into a great offer. If we take this and we put it into an offer doc, now we've got something worthy of sliding across a prospect's table that they can have a read of and go, "Okay, I get it, and I'm in." Clear, compelling are the two major forces. Most people say no to coaching either cuz they don't get it, it was unclear, or they get it, but they don't want it, it wasn't compelling. So, if you're not getting the clients you want, these are the five levers we can pull to get the outcome we're after. Okay, important distinction. If you're under a million dollars a year, you should have one product. That's the thing that you sell. Like, for example, for me, my core product is called Black Belt. But that doesn't mean I can't package and position it differently each month if I want to. That's the offer. One product positioned different ways. So, this diamond, if you the diamond up to the light and then you slowly shift it, the light hits it differently and I'm shining the light on different facets of my offer. That's what you get to do if you want to. If you're ready to actually let me It also keeps it kind of fun and exciting without messing with any anything backstage. Most coaches create way too many products when really they need one product and position it with a few different offers over time. So, we've talked about the offer, with this little diamond here. These two boxes are the two main ways that people like us sell our stuff. The vast majority of our industry sells their coaching programs on calls. That's like, whether you're taking the calls or there's a sales team, that's what we're taught to do. And it's the prevailing thing in the industry for a good reason. Like, it actually works. But, it's not the only way. And so, today, more than anything else, I'm going to give you options and permission to do the thing that works best for you. Cuz the other cool way is just by taking that silent offer and just sliding it across the page to people. This friend, who's been doing this for ages and preaching the gospel of this for ages, and then heard me and a couple of buddies talking about how great this doc thing was. And he was terrified. So, he got on a call with me. Messaged a friend. Called another friend. It's like, "Hey, man. Here's an example. Do it like this." And he just did. And now his mind is blown. All of a sudden, he's experienced it. And he he's got a whole bunch of different options for the next year or two or three of his business. You don't have to be stuck here. You've got options. But, to be honest, making that transition is kind of scary. So, we just nailed your offer. How do we sell it? We've got two options. There's calls, the way almost everybody does it. And there's just by sliding the silent offer over to people in a doc. To be honest, I've been doing this for ages to sell low-price stuff, like a thousand, two thousand dollar programs. Some reason, I had in my head that it didn't work for expensive stuff. Even though I had clients and friends successfully do it, I desperately wanted to do this thing, but I was super scared about it. I just want to give you options. Let me tell you what happened for me. So, I'd sold low-price stuff by doc for years, but never for high high-price stuff. And honestly, I I wanted to do it, but I had some some concerns. And the number one one was like, "If a salesperson is not there to filter, who gets into my community and people can just buy it, does it let the wrong people in?" Number two, "Could I sell a high-price program at the kind of volume that I wanted without the Doc?" Because I I knew that sales calls converted at a certain percentage. Like, could we get Would they pay? And would there be enough? And then third, I had team to think about, some of whom I worked with for a long long time. So, it took a while. It didn't It wasn't instant, but after a couple of iterations, we went all the way with salesless to the point where now there's nobody on the sales team. There's no setters or chatters or closers or nobody. The brand with this working and this salesless offer, people just read it and they check out and it's changed my life. Now to the point where demand is so far in advance of supply that we're we sold out in 3 hours and 29 minutes yesterday for a whole month. And I'm taking bookings for 2 months out. The point of that isn't like Taki's a legend. Cuz we both know that's true. The real point is that you've got options. And that if you've been stuck here and you'd like to try this, you have full permission to do it. And when you get on the other side, you'll be pleasantly surprised at how easy and effortless it was for you and how great a buying experience it was for your clients. So, we've covered a ton of ground and at its core, it really comes down to one decision. Do you want to be stuck chasing the money or do you want to be in a position to choose your squad? This has been super fun. Is it a marketing conversation? Is it a sales conversation? Yes. It's both. Because they're just two ends of the same process. Thanks for watching. I'll see you in the next one.