Transform Your Life: Lessons from Robin Waite on Business Success and Productivity
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Introduction
Starting a business can appear to be an elusive challenge for many aspiring entrepreneurs. With inspiration drawn from the legendary Ayrton Senna, who defied expectations to become a champion, we explore how innovative thinking can pave the way for your success. In this insightful conversation, Robin Waite, a seasoned business coach, sheds light on the transformative journey of entrepreneurship and the importance of realizing that if others can reach great heights, so can you.
Empowering Your Entrepreneurial Journey
The Mindset Shift
Entrepreneurship begins not just with an idea, but with the right mindset. Instead of viewing successful figures as unreachable, embrace the belief that their successes are a roadmap for you:
- Believe in Possibilities: Acknowledge that successful entrepreneurs once stood where you are now and leveraged their journeys to achieve greatness.
- Adopt a Growth Mindset: Embrace challenges and view obstacles as opportunities for growth.
Overcoming Fear
Robin emphasizes that fear is a universal barrier that prevents many from achieving their goals. Here are some strategies to manage that fear:
- Acknowledge Your Fears: Understand that fear is a natural part of pursuing new ventures.
- Take Small Steps: Start small; execute programs or ideas you’re passionate about without overcommitting.
Transitioning from Ideas to Action
Finding What Drives You
If you aspire to become an entrepreneur like Lewis Hamilton achieving greatness in racing, it involves:
- Identify Your Passion: What excites you? For some, it could be web design, while for others, helping people with health or relationships may be fulfilling.
- Connect with Your Audience: Knowing your ideal customer profile can guide your marketing efforts.
The Role of Coaching
Sucessful coaches help you clarify your goals, increase accountability, and guide strategies tailored to individual needs. Robin shares his unique methodology:
- Socratic Approach: Drawing out thoughts through well-crafted questions helps you discover your own solutions.
- Accountability: Regular check-ins encourage sustained effort toward your goals.
Crafting Your Offer
Pricing Your Services
When it comes to engaging clients, clear pricing is essential. Entrepreneurs often feel underqualified, and thus hesitate on pricing strategies. Robin dispels myths around hourly rate pricing:
- Shift to Value-based Pricing: Instead of hourly rates, define your pricing by the results you deliver. For instance, offer a six-month coaching package focused on transformative outcomes, which highlights the value of your service rather than just time spent.
- Florish with Results: When clients can see the potential outcomes of working with you, they are more likely to invest.
Building Your Business Framework
Once you've defined your offerings, the next step is structuring your business:
- Create a Compelling Offer: Develop packages with clear benefits that resonate with client needs.
- Determine Delivery Method: Will you provide one-on-one coaching, group sessions, or a mix?
- Build Credibility: Client testimonials and case studies can enhance your trustworthiness and appeal.
Marketing Strategy
Attraction through Value
In today's digital landscape, marketing has become synonymous with being proactive:
- Content Creation: Regularly create and share content that educates and helps your target base, drawing them towards your service.
- Quizzes and Lead Generation: Use engaging tools like quizzes to attract interest while collecting valuable data about prospective clients.
Networking and Outreach
Connect with prospective clients where they naturally congregate (in person or online). Leverage:
- Workshops: Offer free educational sessions with informative content that prospects can find valuable and may later convert into clients.
- Social Media Campaigns: Engage with your audience in their preferred spaces.
Conclusion
Robin Waite espouses an encouraging message that the trials of starting a business illuminate opportunities for personal and professional growth. He reminds us that every successful entrepreneur once stood where you are and that taking a shot, despite fears and uncertainty, can lead to transformative change. So take action, remember your truths, and unlock your potential. Whether you're interested in coaching, web design, or another entrepreneurial endeavor, start applying this guidance and take the first step today!
For those interested, Robin has authored "Take Your Shot," a concise yet impactful guide where he shares his expertise. By filling out the scorecard at Fearless Scorecard, you can receive either a signed copy of the book or a digital copy.
imagine if Lewis Hamilton looked at airton Center 30 years ago when he first got in a car and he thought I'm never
going to be as good as that and Center like we'd never have you know seven time world champion rather than looking at it
and going I can never achieve that look at it and go well they've done it so can I now I know that we have a lot of
people listening to this podcast who potentially want to start their own business someday maybe even today or
tomorrow and so this interview is with Robin Waite Robin is a professional business coach he's also a public
speaker and he's an author he previously built and sold a web design agency and is also building a software company on
the side get out there and sell something for some money and see how you feel about it afterwards it's as simple
as that you'll learn 90 of everything you need to know because within having to do that you had to Market because you
had to make somebody aware that you had a program to sell or that you had a lawnmower to push around somebody's
Garden or whatever it might be this has been one of my favorite episodes of the podcast and Robin's book take your shot
was one of the books I think I read it in like 2020 or 2021 and it featured in my top 10 books that I recommended that
year the reason why I wrote the book is because I know that there's some smart people out there who read the book learn
what they need to do they'll go out there and they'll just execute it and then I went to deliver a talk in front
of about 60 people and somebody asked me what's the thing that stops people from achieving their goals and I said fear
basically business owners need to fear the little things in life business ever so slightly less that stop them
achieving their goals hey friends so before we get into the episode I've got some very exciting news that I'm finally
able to share with you and that is that I have written a book now if you've been following the podcast for a while you'll
probably know from some of my conversations with authors in particular that has been quite the journey over the
last three years this has been the single hardest thing that I've ever done in my life but after three years it's
finally here and I'm delighted to announce that my book feel good productivity is now available for
pre-order it's going to be published later this year and you can find a link down in the video description or if you
website is absolutely sick now the central idea for the book came from a realization that I had while I was
working as a doctor a few years ago and trying to juggle everything with my YouTube channel and my business and I
kind of realized that the secret to productivity isn't discipline it's in fact joy and sure hard work and great
and willpower and determination and all of those things are good in small doses but for most of us they tend not to be
the sustainable route to consistent productivity but I realized through a lot of experimentation and then diving
into a bunch of research that actually the secret to productivity that feels enjoyable and meaningful and sustainable
is to find a way to make your work feel good to find a way to make it feel energizing and enjoyable and if you do
that you'll be more productive in your work but you'll also have way more energy to give to the other things in
your life that matter to you and this isn't just my own personal experience but it's an idea that's been validated
by a bunch of studies in the fields of Psychology and Neuroscience as well and so the writing process of the book over
the last three years has involved reading hundreds of research papers interviewing academics and experts in
the fields of like psychology and procrastination and motivation and spending years trying to condense it
into a format and cut out all the fluff and try to do it in a way that's like engaging and actionable at the same time
so that's what the book is about it is a science about guide on how to do more what matters to you in a way that feels
enjoyable and meaningful and sustainable and if you enjoy this podcast then I can basically guarantee that you will love
the stuff that's in the book there are nine chapters each chapter has six different experiments in it that you can
try out in your own life and so there are 54 different experiments strategies that you can apply to your life starting
from as soon as you read the book and the idea is that you apply these and you see if they work for you and over time
you'll build your own feel-good productivity system now if you do decide to pre-order the book then that would be
awesome because firstly it helps me out and secondly I think the ideas in this book can be genuinely life-changing and
if you pre-order the book it will be delivered straight to you on release date later this year or to your Kindle
or your audible account and I'm narrating the audiobook by the way how or to their hardback hardback version of
the book If you prefer to read physical copies of books and if you do pre-order then please do be sure to save your
receipts because I'm going to be announcing a bunch of really exciting pre-order bonuses exclusively and only
for people who pre-order the book and so final thing before we get into the episode is just want to say a massive
thank you to you guys by watching the videos by subscribing on social media by listening to the podcast you have made
this book possible without you guys supporting the channel and everything that I do there's no way penguin would
have come knocking and been like hey do you want to write a book and so I'm like this has been like such a rewarding
experience and I could not have gonna come to this point without your support so I just wanted to say massive thank
you from the bottom of my heart for that so that's it from me do check out the book If you like at
feelgoodproductivity.com it'll be linked Down Below in the podcast description and the show notes as well but now let's
get into the podcast episode itself alright Robin thank you so much for coming on the podcast
um you're the author of this very good book take your shot which I read a couple years ago and shared the [Â __Â ] out
of on my email list because I just absolutely loved it um but I thought we'd make this episode
about the business coach stuff so what is a business coach firstly yeah there's a there's a lot of um common sort of
misconceptions about the differences between business coach what's a mentor what's a consultant
um so in my view so a mentor typically has been there and done it got the T-shirt maybe they're 10 years ahead of
where you want to be for example if you if you want to run a business we'll go and find these find someone who's run a
similar business with a mentor and they'll tell you what to do a coach in my view tends to sort of ask well-formed
questions they're not necessarily there to tell you what to do they're kind of more of a guide
um and I suppose like my Approach is a bit of a mixture between sort of business coaching and mentoring so I ran
the agency for 12 years got that t-shirt um and sometimes as much as you can kind of lead a horse to water through
well-formed questions people don't often get it and sometimes they kind of need to just be told or shown what to do and
away they go nice so it's like like then Center and so when you say business coach like let's say someone is like for
example if I want to if I want to learn tennis I might be able to read a book I might be able to watch some online
videos but like if I hired a tennis coach and I was like look I'm a complete beginner and I want to learn how to play
tennis they'd be able to help me figure it out is it the same thing for business it's exactly the same thing for business
but there's a really important piece which you kind of missed out there as well because there's going to be one day
when you kind of a bit lethargic wake up in the morning and you don't really want to play tennis that much and so your
coach would be there and I'll like hopefully not with too much kicking or Screaming drag you out of bed get you
onto the court make sure that you're taking the right sort of nutrition and self-care and things like that and it's
kind of more of a nurturing sort of process than it is you know just um sort of giving people a formula and away they
um again when you're coaching somebody typically what tends to happen is you're inviting them to do something which they
maybe are a little bit too scared to have they know they need to do it but maybe they haven't quite got the
confidence to get out there and do it for whatever reason so it could be well fear is the obvious one like fear of
um you know rejection so sales for example is something we should cover a lot of because you're going to get an
awful lot of rejection in there and obviously as human beings we like to be liked so getting out there and getting
lots of no's doesn't come naturally to a lot of people yeah and as human beings we tend to avoid the things we don't
like the things which kind of offer us discomfort we move towards comfortable things you know nice nice fluffy pillows
and cushions and things like that so coach's job uh is really just to like get people out there slightly outside
their comfort zone I don't really like that term because if you're too far outside your comfort zone for too long
it actually has an opposite effect it's like it's a demotivator at that point so um so you want to push in just a little
bit outside their comfort zone but enough so that they can learn through that experience of doing something new
and then they from there it's it's kind of easy at that point because they start to build muscle memory they start to do
things on autopilot and then you get that really like happy parent sort of moment where you're like ah like really
proud of like watching your um you know clients kind of grow and do stuff that they weren't doing before they met you
nice okay sick so um we have a lot of people in our um who who listen or watch this podcast and in
our deep diver Community who are interested in starting their own business interested in becoming
entrepreneurs they see the benefits of the entrepreneurial lifestyle they might see a business like mine and be like
damn he quit his day job and now it makes millions on the internet making videos that seems pretty freaking cool
and I think especially with the whole cost of living crisis the pandemic people losing their jobs a lot of people
have kind of seen that hang on the default path is no longer working the path where I get a job I go to a decent
unique that lands me a decent job that lands me promotion after promotion and eventually I'm happy that default path
no and and I'll be able to buy a house and stuff no longer really works and so a lot of people are looking to
entrepreneurship to starting a business as a kind of way out of the situation that they're in or a way in to a more
fulfilling life filled with freedom fund flexibility money impact all of all of the good things but the problem people
have is that taking that first step and getting started so I wonder if can we sort of do a bit of a role play
where I'm a total beginner coming to you as a coach and I'll try and play the pot and imagine myself how I was a few years
ago potentially and you kind of coached me through the process is that reasonable yeah we could do that okay
sick so I'm gonna be like right Robin I've heard you know I heard you another's podcast I've heard you're a
business coach I think I want to start my own business but you know it's overwhelming I don't even
know where to begin I've got a day job I don't yeah help help me what do I what do I do cool so my first question is why
why okay um so I am working as a junior doctor at the moment and it's really grueling and
I thought I enjoyed medicine but actually now that I'm actually working in it I'm realizing that spending 40 50
60 hours a week working in the NHS you know I'm not sure if I if I want to leave leave medicine but I watched some
available YouTube videos he talks about the power of having multiple streams of income preferably passive income and so
I was thinking you know if I could make an extra 2K a month 3K a month that would be completely life-changing I'd be
able to go part-time in my in my day job working maybe two or three days a week and I'd be able to actually spend time
with my girlfriend who I want to propose to and we won't have kids but you know I don't want to live a life where I'm sort
of tied to wage slavery for 60 hours a week cool okay so my next question is for you so thank you as well for giving
where you are right now would you say oh okay so I'm like two years into my doctor career
could you do it for another six months a year yeah I've got my you know I'm finishing off my F2 year in about six
months time so at that point there's a very natural break point but I don't have enough money to be able to sort of
not work okay and so I'm planning to do locums and extra shifts and stuff and I can probably do that for a year or two
but if I continue on that point and if I really want to go into medicine then you know the more years you take out of the
you know the last six months if I had to relive those for more than maybe another six I don't know if I can handle it okay
so and we're and did you say it's sort of two to three k a month extra is that what you want to earn or is it two to
about 3K a month okay and I'm thinking if I can get uh you know if I could have a business that even makes me 2K that
would be the absolute the absolute dream it would be so good I'd be able to then go down to three days a week so down
okay so an extra 2K drop you down to two week uh two three days a week okay cool what do you love doing I thought I loved
what do I love doing I don't know really I mean not spend time spending time with family and friends okay I used to play
starting a business you kind of need to um there's three kind of you mentioned lots of F's earlier on but there's three
F's which are really important to me so freedom is the first one so to be able to kind of live life on your own terms
and do what you want to do yeah um the second one is fulfillment so find something which you're deeply passionate
about that you jump out of bed in the morning even if you weren't getting paid for it you would you would do it anyway
because you just love doing it so much it just fills you up and then obviously the third f is finance so we want to
create something for you that gives you the freedom you want fulfills you and also pays the money
finances nice okay so for example and this is where we just throw some ideas out there and see what sticks okay so
would be pretty cool yeah that'd be really cool are there people out there doing it at the moment there are but
they're so like left like trying to be a professional athlete or something like it's such a small percentage of yeah but
they started they did why can't you I think what's stopping me from streaming wow is that
I know that there are about a million people trying to do it on Twitch for example of which like 10 are making
money so that's like one in a hundred thousand chances of actually making any money from it yeah which to me feels
like not great odds okay and ideally I'd like to start some sort of business where I feel the odds are more stacked
in my favor okay what are you good at you know I'm actually I I think I'm reasonable at web
design okay in that I used to do it when I was a kid and then I kind of got out of practice when I when I got to med
school because there wasn't enough time to do anything but I always enjoyed that at school and
that was the thing I'd you know I'd get home from school and I'd be tinkering away back in the day on like my MySpace
graphic Banner thing and then when Myspace died and Facebook became a thing I would design signatures for people's
Forum accounts back on forums or things you still remember my space yeah I know I'm so old yeah you know I I you know
but I used to really enjoy designing websites and I used to really Tinker away at my own personal website and I
doubt and I thought about trying to make money from it but then something always kind of helped me back and so that's
something that I think I actually used to really enjoy back in the day so there's something holding you back
there's there's already a recurring theme or pattern in here and I wonder what that might be
example because I because I know that web designers are a thing and I know that people do make money from it and I
know that web design agencies are a thing because I've come across them on the internet but if I think of it I
think I'm not good enough I think I don't have skills I think why would anyone pay me for anything I think even
and then I think even if I did do that is is it actually something that I would enjoy okay um yeah so all of those
what evidence do you have yeah I don't yeah honestly I don't really have an evidence for it I think it's just the
fear of like I know my skills in web design are kind of old now I know that the Frameworks and stuff have evolved
people are using all this new software which I don't yet know how to use and yeah I guess in my mind I'm thinking
it's going to be a way harder hurdle to cross okay but you thought becoming a doctor might be hard you did that that's
a good point yeah yeah so you can you're perfectly capable yeah I guess the thing with medicine is
that the the path is laid out in front of you yeah you have a very clear next step and you know that okay just need to
do this thing and if I just do the thing and I'm very good at doing the Thing Once I'm told what the thing is but when
it's when it comes to actually figuring out the thing and being a bit of a self-starter that's when I think I I
really struggle so so long as the pathway's there and it's clearly laid out and you can see it you're you're
happy with that okay yeah so it's a little bit like um imagine you're driving a car at night
you can see the headlights are shining up the road but they only shine up the road so far yeah you have faith that the
road is going to keep on appearing in front of you yeah otherwise like you just stop dead wouldn't you you wouldn't
go anywhere yeah so that's kind of like that's the Paradigm that you'll kind of find yourself in at the moment with the
web design side of things it's just that at the moment it's dark and the lights aren't on so we've got to create for you
your equivalent of what that roadmap looks like to get a web design business up and running okay so in your eyes how
would that work what would you do um hang on before we go down the web design route so aren't there other
businesses I could do like I've heard day trading is a thing I've heard people doing paid surveys I've heard yeah
why do you want to do any of that it's because you see people on Tick Tock getting rich quick right yeah like the
0.1 percent of people so do you have any passion for any of those things no no so don't let's not even go there so it's
okay okay that makes sense I should start with something I'm passionate about find something you like enough
that you can get started that when you are challenged by it that you have enough impetus to want to carry on and
work through those challenges like you did with medicine if you get into things purely like you
have to if it's just for finance if it's just one of the apps that's taken care of there'll be a point when it becomes a
bit hard and because you've got no fulfillment from it it's not really giving you the freedom you want because
when things start to go wrong you'll just think you can fix it by putting more time into it right so now your
Freedom's gone as well your fulfillment is just non-existent and you're just doing it for the money like are you
going to carry on for much longer are you just going to stop damn right so you need all three F's
they they need to be there to some degree they might not all be 10 out of 10. right it might be web design there's
a lot of hard work to go into web design you know it's technical it's there's late nights there's things like that but
freedom-wise you can sit down at your computer and build a website whenever you want you know if you've got kids you
can do it once they've gone to bed you know if you're doing if you're studying you can do it around your studies or
just spend a couple of hours a weekend or something like that so maybe Freedom wise is like a seven out of ten it's not
a 10 out of 10 but 7 out of 10 and that's tolerable but fulfillment wise when you actually sit down to do it you
love it and you're like you get this creation at the end of the process the website for a customer and you're like
wow like they're pleased you'll you get some enjoyment from that you're like a nine out of ten on the Fulfillment
factor and finances will you know maybe to begin with you do some websites for not very much money but to get
reviews case studies testimonials so initially the finance might be a six but you can see the potential in it you get
some money on the back end for hosting and supporting care plans and then gradually the money starts to build up
so you can actually influence that from a six out of ten to eventually a 10 out of 10 over the next year or two
but with what you suggested previously like if it's just about the money you can't you can't influence the other two
okay yeah because I guess part of me was was worrying like yeah I think I enjoyed web design but to
be honest I haven't done it in like 10 years at this point and I enjoy other things as well like like we said playing
World of Warcraft watching Netflix you know I enjoy playing badminton but I'm pretty unlikely to be a professional
World of Warcraft player not many people make money for watching Netflix and very few people become professional badminton
players so it's like how how much does like I guess a viable business model imagine if Lewis Hamilton
looked at and Center like 20 plus years or 30 years ago when he you know first got in a cart and he thought I'm never
going to be as good as that and Center like we'd never have you know seven time world champion any any of the amazing
things out there if you look at it rather than looking at it and going oh I can never achieve that look at it and go
well they've done it so can I yeah and then and then it's about thinking so that's the future version of
you way off in the distance but the the future version of Ali in 12 months time or 12 years time needs today's Ally to
do something so what's the first step you're going to take with your web design business
hang on hang on I'm still not sold on whether it's a web design business because let's just go with it we can
always change the product later business is business right but it doesn't matter what the product
is yeah businesses work the same way the world over okay so you have the same function sales marketing Finance the
different functions of a business are the same no matter what business you're in okay they're all the same so the
products can change so long as you understand the concept around how to productize any kind of a service it
doesn't matter whether it's web design or videography or podcasting or whatever you know whatever it might happen to be
so then how important is it because because for example I've got a full-time job I don't have very much time on my
hands and I ideally want to get to this kind of 2K a month dream world in the next say six or 12 months yeah so how
important is it that I get the get the right topic like whether it's web design or tennis coaching or personal trainer
or like I feel like there are all these options of making money and yeah I'm often I think in the past I've been held
back by just seeing all these and you're not doing anything so that's true so at least if we do
five-page brochure style website for somebody for a friend family member doesn't matter
whether you charge them for it or not don't care but just get out there and build build a five-page website in
Squarespace and see if you can do it so if you enjoy it at least if you do it and you don't
really enjoy it that much go and do something else let's have another conversation let's come up with
possibilities in abstract before committing and more about like let's commit to something that ticks the book
that ticks the three boxes of FFF yeah fun free no what is it Freedom fulfillment Freedom fulfillment and
finance Freedom fulfillment and finance yeah yeah okay yeah nice mate I'm glad I had a coach
okay so this is good I would have been like overthinking this [Â __Â ] for like years most people do and that's why most
people never start um there was uh well Mutual um connection we've got is just set up this
both know him and um the most common question which is appearing on his platform at the moment is is around
funding I need to go I need to get funding before I start anything and it's like the the
um I don't know why it is but there's there's so many people when they haven't run a business they think that again
doesn't matter what the idea is they have to somehow go out and get investment or a loan or something like
that yeah that's what I was thinking because like Dragon's Den and stuff yeah you know it's podcast I saw he was on
Dragon stand and I'm like oh you know he's you've got to get that 100K investment before you start yeah and
it's it's BS it's it's a complete um misconception because there is there is a in any business there is a version
which you can start from the ground up with no Capital you can just do something towards you know anything
doesn't matter you can go you can go and register a domain name you can go and set up a social media
um yet people sit there and go well I can't get a loan you know I've got ccj against me I can't get a loan so
therefore I can't start a business well you're no better off if you take no literally no steps towards whatever you
know your goal is so people just end up procrastinating so the question I always look is you just need to reframe it ever
so slightly you just need to say well if if funding's off the table it's not an option what is the first step you can
take towards the smallest First Step you can take towards getting this business off the ground what could you do today
and it might even just be get out a sheet of A4 paper and write down all of your ideas on it yeah like that's just
doing something at least from that you can start saying well that was a good idea or I could charge this for that or
maybe actually I don't really like that idea maybe I'll do this writing down a list of ideas on a sheet of paper yeah
um and then across the top of it you can then put some criteria against it so this is so again a lot of people get
they like you said you can do trading or you can do websites you do streaming it's all these different amazing things
which which you can do in like 2023 right thanks to the internet okay it's a little thing called the internet but and
again that causes people to procrastinate because they've got too many choices again they don't start they
can't decide which one to do so write them all down and then in the three columns across the top I think again the
link to the three F's so um which uh how much do I love this idea on a scale of one to ten right uh and
the second column is um if I do this if it's like a business idea and I do this for clients and what
results You Know How likely is it that I can get good results for the clients we'll mark that one out of ten and then
the final one is can people afford to pay me for this and we grade that out of ten and you can add in as many criteria
as you want and so each idea then you end up with a score out of 30 and quite often cream Rises to the top you end up
with one or two really solid ideas where they might not all be 10 out of tens but if you can if you can help somebody and
you're passionate about it and you can they can afford to pay you for it that's a solid business idea this episode is
very kindly brought to you by huel I've been a pen customer of huel since my fifth year of medical school since 2017
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episode let's wave a match Pond and pretend that it's no longer a web design business but it's the thing I'm
passionate about is giving relationship advice to my friends and I would love to build a business around that awesome and
I'm Keen you know happy to take the next step in that direction cool are you doing any of that at the moment uh yeah
so my friend I mean I'm not charging anyone for it but my friends like all they all come to me for relationship
advice okay and it's like I love it you know I get home from a day of work and I feel trained but when a friend comes
over I'm making him a cup of tea and we talk about their relationship and I feel so energized by that awesome how are you
thinking about sort of launching that as a business just out of curiosity I know that relationship therapists are
a thing and I even heard I was listening to one of the Stephen Bartlett's podcast he had a relationship coach on there
where you don't need a qualification to be a coach and so that thought I thought that was pretty good yeah um because I
don't have much time to get a qualification or something but if I could build a business around helping
that would be really cool yeah um at the moment I just think I just think it would be cool I don't actually
know how I would find clients and stuff so what do you think is that a viable business we'll come on to that and
you've before we do that you've raised a really valid point there because there is a there's a gray there's a line fine
line between therapy and coaching and I think it's massively important to kind of point that out and a lot of people
start coaching and then just because they're enthusiastic and there's you know they kind of do it for the right
reasons but unfortunately execute it poorly they start to transgress into like my belief is when you you don't
need a coaching qualification for coaching I should say but when it comes to crossing over into the the Mind Body
Spirit type stuff and it becomes therapy related work that I believe you need a certificate for because you're treading
like a very fine line between sort of mental health issues and physical issues and things like that so it's really
worth sort of emphasizing that but um coming back to your idea about um sort of setting up as a relationship
individual through to help them I guess find a partner or have a better relationship which approach would you
take what would the steps be okay so I guess I've helped friends in both in both camps okay so if we say finding a
partner for example um I would take them through oh you know I I've I've I've never
really thought about the steps for this but I guess I would find out a bit about them and find out
about their goals and what they're actually looking for whether they want to go for something casual or something
serious mostly my friends you know we're getting into our late 20s we want to go for something serious
um I would then help them set up a dating app profile because I actually think dating apps are
basically the easiest way to meet someone uh I would help them optimize that profile cool through because I you
know I'm a nerd so I read stuff about that I just love reading stuff about relationships and so you know black and
white photos and like balance between selfies and professionally professional photos and what sort of prompts they
should answer and I'm really good at that like I love going through my friends hinge profiles and just sort of
revamping them and they love it and they get good results um but at the same time I would also get
them to attend meetups or something like that kind of get partake Parts in groups and stuff where they can kind of meet
people in a more casual kind of setting and then once we've done that once they're on a date then I would get them
to go into it into the date with a few different mindsets um and then we'd kind of debrief after
the date and we'd do this a bunch of times and I basically guarantee that if they've gone on updates and follow my
method uh then they'll they'll find someone to be in a relationship with cool so you've got I couldn't I lost
count of the steps there but let's call it Ali 7 step you know relationship method uh sure we could come up with a
better name than that at some point but see your unique seven step process to find your ideal partner yeah
um just out of curiosity how long do you think it might take to and I know it depends it's going to come into this but
we'll tackle that later but on average so remember it's on average how long does it take to go from uh starting the
dating process your seven step process to the end hopefully finding somebody and settling down a little bit
would you say I would say I'd be very surprised if they followed my steps and went on a date once a week
which is what I advocate that they wouldn't find someone within six months six months okay so you have a six month
transformation program where you taken from single to a relationship following your seven step process huh right okay
of meet with them during that six months would it be like a monthly coaching session would it be would you meet with
them weekly what do you think you would how much time would you have to put into it okay probably
that would be great for them okay I feel like would I have time to move yeah I'd have time to time to meet with them once
a week okay but like once they start dating then instead of actually a one-on-one call they could fill out a
thing or well we could do it asynchronously through WhatsApp voice notes or something like that but I think
I think I feel like once a week would be good so it might be an intensive period for I don't know eight to twelve weeks
for example which is weekly then it gradually sort of eats out into more of just a let's catch up yeah so that
I don't know let's say an hourly rate for each session over those 12 weeks what would that how much would you
charge that's where I feel like there's a bit of a a hurdle here in my mind because
like for example I know I could make 40 pounds an hour by taking an extra shift at the hospital and so I feel
stuff like I don't have any qualifications yes I've helped my friends but I feel I'd feel really you
know charting 40 pounds an hour is charging it to the Healthcare System it's not charging it to a person so I'd
feel really weird if someone asked me yeah for my help and I would charge them 40 pounds an hour I'll share a little
story with you so I I met Mrs White Charlotte uh through a website called muddy matches uh 11 years ago money
matches muddy matches muddy matches yes we live out in the Cotswold so it's a bit oh well yeah very country
pay to have had the opportunity to meet my future wife through online dating and I wasn't particularly good at the dating
game let's be fair um you can't put a price on that and so I think where you kind of have looked
inside yourself and kind of looked into your own value system there and that I'm not going to give you a therapy session
now about around that but um it's common what people do is they kind of base their prices based on their
own value system but what you're actually doing there is you're making a decision on behalf of everybody else in
your world all of your clients so when you say well I think I'm only worth 40 pounds an hour you're kind of making a
where maybe if you haven't paid enough for it do you really value it that much whereas actually if you've paid a lot
for something do covet it cherish it look after it take care of it think whether if you're
a capitalistic expensive cars and things like that like you get the slightest thing you're like oh my God just ding my
car sort of thing so you really cover things that you actually investing in so when it comes to coaching especially
it's much better to be at the more expensive end of it because then what you get is clients who are invested in
the process they're more likely to do the things which you're encouraging them to do and as a result of that they're
more likely to get better results right so if you're charging 5 to 10K for this transformation program my goodness we'll
come to that okay okay so just this is part of the coaching process yeah so let's say you're charging five to 10K
for this coaching process you're going to get very committed clients but also you don't need that many clients each to
work with each year in order to build a sustainable profitable coaching practice 10 clients a year 20 clients a year and
actually you've got a six figure income bloody hell right it would take me 10 years of training in medicine to even
approach a six figure income yeah so and this this is where a lot of people get business wrong so
um do I want to focus on let's let's stick with where we're going with your coaching business for the time
but you know coaching practice so six month transformation we've got this intensive 12-week period yeah you
were thinking well 40 pounds an hour I was thinking like I was thinking like 10 quid an hour because I'm like what the
hell do I know about this okay well okay even at 10 pound now so for a weekly session say which is an hour plus all
the different touch points but you're talking there of like charging like I don't know 200 quid for 200 pounds for
like a program six month program right yeah if you think about it yeah that's pretty cheap okay yeah so this is where
we we break into like people see pricing as um binary okay so binary thinking so it's either yes or no a mineral amount
it's too cheap or it's too expensive okay yep right and at 200 pounds I think you probably well your face said that's
too cheap I can't believe I was going to charge that much of my time I'm worth more than that yeah well you know more
than that yeah I could make more I can make that in one shift and then when I said five to 10K your eyes popped out of
your head you know across the table and and so but what we've got now is we've got 4 800 numbers between 200 pounds and
5 000 pounds okay yeah and there's there's a a future version of value that's again selling his coaching
um program for 5K Maybe not today but in the future yeah so we we can do do you wanna we can do you've seen me do this
before I think Ali but the Jedi mind trick do you want to play a Jedi let's play the deadline play the Jedi mind
trick game okay so I'm gonna start 200 pounds and the reason I do this exercise well I'll explain it afterwards okay so
we're going to figure out um what level you need to be selling this at as of today if you're going to
step out and work with your first coaching client okay so 200 pounds five for the six months yeah for the six
months 500 pounds 800 pounds 1200 pounds already crikey 1200 quid yeah so you're so you're you're everybody has a poker
face right for whatever so whenever so initially when you were trying to figure this out how much you should charge in
the structure of your program and what am I worth you're trying to solve it intellectually yeah okay and we all know
you have without going to woo-woo you have more than one brain okay yeah um our subconscious brain is very
intuitive and so um that's why intellectually were like 200 pounds but when we started to look
into your subconscious of where you actually truly value yourself you're like well 1200 well it was between 800
and 1200 pounds where Poker Face came out and yeah you couldn't keep a straight face and I knew that that's
where your subconscious was telling you yeah even though as you say 1200 I'm just like I find myself just not being
what we want to do is we want to we don't want to stay in Comfort Zone because we don't actually learn that
much in there you've got to stretch yourself a little bit so my advice would actually be if you were going to go out
and sell this hypothetical coaching program sure you'd go and Pitch 10 to 20 people at 1200 pounds for that six month
transformation process and I I know because I've done this with 700 over 700 business owners now
um the pricing thing that is get people to elevate their prices I know that a good conversion rate for most service
businesses like coaching is somewhere around about one in five to one and three let's round the numbers
call it 20 to 40 percent really so yeah so if you pitch ten years uh it's it's not actually it's 20 so one
in five is actually quite it's quite low a lot of people think it's quite low but like how if I if I
think of like people that I know at work they they wouldn't pay a thousand pounds 1200 quid
audience oh are we going to come to that but we can do but um yeah uh the other way to look at it as well is
um again people approach us from the wrong way around they go I'm gonna build my product and then hope that people
come and buy it right yeah what we actually want to do is we want to come from the other the
other end of the spectrum okay so if your goal was to um make 100k from your coaching business
starting from scratch you're gonna give this a shot if I can make 2K a month so that's like 22. okay 24K yeah okay so
yeah yeah if I had 20 clients could you service 20 clients do you have the capacity to work with 20 clients over
the course of a year so if it's weekly calls that would be 20 hours a week 20 hours a week that's quite a lot it's a
lot coaching yeah very energetic I don't know if I'd be I'd have the time to do that yeah do you think work with
okay let's think about this so you know I work Monday to Friday and some weekends and night shifts and stuff so
if I had flexibility on one I could book them because my roto is weird foreign I think I could do five five a
week five calls a week probably because that's not like one a day on average yeah so so what we've done is this this
called capacity based pricing right so you work out your your end goal for your business what's what how much money do I
want to make basically it's very simple terms okay and we divide it by the price that we've kind of come to a conclusion
this is roughly what I think we should be charging yeah but now we've got a gap so if you only get five clients
concurrently um which probably means like 10 clients throughout the year because you're going
to get a little bit of overlap a bit of churn some clients leaving they meet their future wife husband whatever and
they don't need your help anymore maybe they come back when they've got relationship problems further down the
we've established is that you're going to fall short of your financial goal because you don't have the capacity to
service 24 000 pounds worth of business okay so good point yeah the real price point yeah so this so this is so
capacity hasn't made a go your goal is important capacity has a major part to play especially if you're setting this
up as like a side hustle yeah alongside a full-time job yeah um so now we've got a difficult decision
here we go well 1200 pounds I know that was going to be a bit of a stretch but if somebody can afford 1200 could they
afford two and a half k probably over six months don't forget if I could get people at two and a half k
that would mean I would only need 10 clients in the whole year yes and you could go down to three days a
week and then yeah I feel emotional just thinking about it and I'm not even like faking here I'm just like they're just
sort of imagining myself in that position yeah if I break the fourth wall a moment I'm just like oh my goodness
that would actually be transformational but I have all these fears coming up around like charging 2500 and even how
do I find these 10 people forget about the money forget about the money can you can you visualize yourself working with
those people and transform their lives yes okay yeah can you do you feel confident enough in your ability to
deliver like such remarkable results for them that you'd have no problem refunding them if they had if they
didn't get if they didn't meet the love of their life and they say they alley this is rubbish you didn't you didn't
find the love of my life I won a refund would you have any problem refunding them if they did the work then no if
they didn't do the work then well they didn't do the work okay well let's let's assume they did the work you threw
everything at it yeah best will in the world didn't get the results no they can have a full refund I don't want the
money if they don't get the result yeah 100 so there's no de-risk it there's no Jeopardy here what do you mean oh okay
like if someone doesn't if someone doesn't get the result yeah I can just give them give them give them their
money back provided they've and this is where the contract comes in okay so the contract