- Hi, this is Dan Lok.
You're about to sit front row and center
at my consulting and coaching business workshop.
If you are thinking of becoming a coach, a consultant
or if you're a service provider
or if you're already a consultant and coach,
I think you'll find some very powerful, powerful strategies.
I'm going to show you exactly how you can go
from zero to $100000 a year in income
or how to go from $100000 to making a million dollars a year
as a coach and consultant.
Enjoy.
So what you must know about the consulting business,
if you're selling a service, you're selling a relationship.
What are you selling?
- [Audience] Relationship.
- And relationships are about feelings,
not about what you do, it's about feelings,
how you make them feel.
- [Narrator] The king of high ticket sales,
world's highest-paid consultant,
media celebrity, multimillionaire entrepreneur,
acclaimed TEDx speaker, international best-selling author,
Dan Lok.
(intense music)
- So knowing, please write this down,
people buy because of what you sell,
but they stay with you because of who you are.
People buy because of what you sell
but they stay with you because of who you are.
It's about relationship.
The question is what are you doing
that will nurture the relationship?
What are you doing to maintain the relationship?
What are you doing to strengthen the relationship?
It's not just transactional.
If you're a transactional consultant and coach,
meaning they pay you some money, you do some work
you'll have a tough time trying to make
a good amount of money in this business
because a lot of people can do that
a transactional consultant and coach.
You don't want to have a transactional relationship,
you want to have what I call
a transformational relationship.
When you have a transformational relationship
with a client meaning you're not being seen as a commodity
that, "Oh I pay a little bit of money
"and you do this work for me."
It's the work that you do that has a big enough impact
that it enhances their lives
or their business in some meaningful way.
Not just, "Hey, I'll do some stuff,
"Please, I'll do some work."
Stephen... yeah, go to the mic.
- Interesting that you bring that up
because I've been thinking, 'cause what I do is--
- [Dan] Hi, Stephen. - Very transactional.
Hi, hi.
(everyone laughing)
- Hi, I'm Stephen.
- [Everyone] Hi, Stephen.
- Hi, everybody.
(people chuckling)
- [Dan] Yes.
- 'Cause most of what I do is transactional.
I help people set up their webinars, right?
And their webinar funnels,
so once the webinar is up and running,
it's doing what it's supposed to do,
then how do I transition to something else
'cause it really is a transaction, right?
- So, Stephen helps people to set up their automated webinar
to market their products and services online.
So it's kinda like a tech kind of a service, right?
- [Stephen] Yes. - Technology.
So, what determines if it's a transactional relationship
or a transformational relationship?
- [Man] Results.
- [Woman] Relationship?
(woman talking indistinctly)
- What determines if it's a transactional relationship
or transformational relationship?
(woman responds indistinctly)
- [Man] Connection.
- [Woman] He makes them feel good.
- You make them feel good.
Okay, close.
- [Man] Communicate the difference
between transactional and transformational.
- No, because you cannot communicate it.
It's how you make them feel, you can say,
"Hey, I'm gonna change your fucking life!"
Are you actually gonna change their fucking life?
If you do change their fucking life,
you don't need to say that you'll change their fucking life
you just do.
- [Stephen] Well, they feel good
because after I work with them, they're--
- But you could also still be
in a transactional relationship and still feel pretty good.
- Yeah, well they make more-- - Let's say you do a good job
and they pay you, you set up the stuff on time,
they thank you, that's a pretty good relationship,
still transactional, though.
- [Stephen] Right. - So, the key
is not transitioning from transactional to transformational,
that's old shit.
It's day one, how you view what you do.
Stay there.
So, example, let's say for Will for a suit,
he could easily see himself, says,
"You know what?
"You come in, I measure you,"
and I pick some fabric and I make a suit.
Hopefully, it fits and that's it.
It's a very transactional way of viewing it
or I could do the same amount of work,
I look at a man who comes in,
maybe with low self-confidence, low self-esteem
and he's never ever looked good in a suit
and I measure him, understand his personality.
I look at what he does and maybe who he actually is
or who he is deep inside and I bring it out of him
through my suit, through the right color, matching skin tone
that gives him confidence
and he will go out there and make things happen
and maybe meet the ideal person that he could marry
because before the way he that looked he couldn't get a date
and maybe help him get promoted in his company,
my suit changed that man's fucking life.
Same suit.
Now, when someone comes in,
you could do the same work or with this mindset,
you're gonna get a very different type of client.
It's how you project your stuff,
if you project stuff, "Oh, I'm just sort of a commodity.
"I set up the webinar."
Big fucking deal.
That's how you think, how you view it,
that's how the client sees you.
But, if you say, "You know what?
"I set up your webinar.
"So, not only do you make more money,"
that's service level stuff,
"but you make more money through automated webinar.
"It means I'm helping you save more time,
"I'm helping you to spend more time with your family,
"quality time, through technology."
That's a very different projection
and when you have that kind of vibe,
you can charge more money.
It's like a realtor, I can sell you,
"Here are some keys, here's a condo."
Or am I selling a home?
A place where you see your kids grow up?
That's a very different kind of responsibility,
makes sense?
- [Stephen] Mm-hmm.
- That's what I'm talking about.
It has nothing to do with transitioning,
it has to do with day one, how you view what you do.
So, be deep.
Yes.
- [Woman] So like, depth of vision?
- Not even depth of vision, it's your mindset going in,
how you view your craft and how you view what you do.
You can be an artist and you just say,
"Hey, here's some painting."
It makes people's houses maybe look a little bit better,
I don't know, or you can be an artist and say,
"Hey, you know what?
"I'm trying to communicate a feeling, a story
"through my art.
"Then, every time someone looks at my painting,
"they feel something."
And everybody feels different things.
That's a very different level of artist,
it's a very different level consultant and coach.
Most people they're stuck at this, so low level,
that's why transactional.
- [Stephen] So the person feels looked after
and that somebody's got their back?
- [Man] It's deeper than that.
- So, you got their back?
Okay, that's good.
That's a good start. (chuckling)
What else?
- [Man] It's like knowing the ripple effects that you're--
- Knowing the ripple effect, yes, I like that.
- [Man] I think it's more really caring about your client
more than just the product or service you're selling--
- Ah, that's good, that's better.
- [Man] And basically, I tell all my clients that I'm--
- Care about the client, lifelong relationship.
- [Man] Not a transactional relationship.
- That's a good starting point.
Yes, Andre.
- Actually, I have a question--
- Yeah, go to the mic so that we can record it.
Round of applause for Stephen.
(audience applauding)
- Hi, everyone, I'm Andre.
- [Dan] Hi, Andre.
(everyone greeting)
- Hi.
So I actually have a question to follow up on what Gary said
and what you used to say to us a lot in terms of
that it's not the consultant's
or the coach's or mentor's job
to ensure that the knowledge or the wisdom that you share
is actually implemented and brings the results,
so when you say, when Gary says that a part of that
is to make sure that they actually get that result,
how is that not-- - [Dan] Oh, okay.
- In contradiction with one another?
You see what I mean? - Very simple.
You care but you're not attached.
- [Andre] I'm almost there.
(audience laughing)
- You care but you're not attached.
All the attachment, it's all personal,
you take it personally and I do too sometimes, right?
You do. - [Andre] Yeah.
- But, you care about their progress,
you do your best to help them
but at the same time, you're not attached
because knowing that there are many factors
that contribute to their success or failure,
you are just one of them.
- [Andre] Right.
- There may be 30 factors, just like the guys here,
if we're all learning from the same guy, same mentor,
everybody gets different results,
everybody progresses at different speeds.
How could it be?
Same person, same material,
because there are so many other factors.
So, at the end of the day, look at what you do
but I'm not even talking about that
'cause that goes into responsibility
but what I'm talking about is how you view what you do,
how you view what you do.
And most people view what they do as a very boring thing,
then how can you be energized
about helping people and helping clients?
Because you look at what you do as,
"Ah, what do I do?
"I just make some suits." (scoffing)
(audience member laughing)
Yeah.
"Ah, they can get it from whatever, they can get it from me.
"Ah, same shit that you buy online," right?
(audience chuckling)
Right?
Or you look at that, "Oh, I'm just trademark."
Hmmm?
Have them file some paperwork, that's just stuff, right?
Or you're looking at,
"Wow, I'm helping them protect their brand.
"It's something that maybe lasts beyond a lifetime."
Not just the value of money
but maybe something deeply personal about the brand
and I want to help them protect it
so that other people cannot take that away from them.
It's a very different level of conversation
so I'm talking about how you view what you do.
You can view what you do as very, very boring,
very simple, just like everybody else.
I'm telling you
even if you just get this mindset piece right,
when you communicate with a client,
they will sense the difference.
I promise you, they will sense the difference,
because everybody else is transactional,
99% of the people out there are transactional.
You give me some money, I provide some service.
(hands smacking)
That's it.
Wham, bam, goodbye ma'am.
But with what we do because it's a service-based business,
it has to be beyond that,
that's what I'm trying to communicate.
It has to be beyond that
and that's how you'll have that long-term relationship.
So, think about that.
- [Andre] It's very useful.
Thank you.
- A round of applause.
(audience applauding)
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