- Income, or how to go from $100,000
to making $1 million a year as a coach and consultant.
Enjoy.
So this segment, I wanna talk about how to sell
your high-ticket consulting services.
We've talked about who you wanna serve,
how you wanna serve them, the different business models
meaning how we're gonna make what?
Money. - Money?
- What are we gonna make?
Money.
Yes, so let's talk about how
to start a high-ticket consulting services.
- [Narrator] The king of high-ticket sales.
World's highest-paid consultant.
Media celebrity.
Multi-millionaire entrepreneur.
Acclaimed TEDx speaker.
International best-selling author.
Dan Lok.
- There are two positioning secrets I'm gonna share with you
of the world's highest-paid consultants and coaches.
How many? - Two.
- Two, positioning secrets.
I don't think I've shared,
except with my group finer circle,
I don't think I've shared this with outside
in a public setting,
so pay close attention.
So first type of positioning is what I call
Internal Positioning, what is it?
- [Audience] Internal positioning.
Or sometimes I would call that mindset.
What holds a lot of coaches and consultants back
from making the kind of money they wanna make?
Number one is, lack of education or the perceived
lack of education or credentials.
I don't have the academic credentials.
I'm not certified.
Forget about college, forget about MBA,
forget about coaching certification, nobody gives a fuck.
Nobody cares.
In my entire career as an consultant
I've only had someone ask me once, once,
do I have an MBA in marketing.
I said, I don't, but I have a different kind of MBA,
it's called a massive bank account.
(crowd laughs)
That's my credentials.
That I involve looking.
You know, so forget about that kind of stuff.
Nobody cares.
Truly nobody cares in the marketplace.
So don't let that hold you back
to I don't have enough letters.
Forget that.
The people who care about the ones
who are actually doing the certifying.
The people who are selling you the certification.
They are the only ones that care.
The marketplace don't give a damn.
They are doing it to have power
over you and make money.
It's a strategy they use to dominate control the industry.
You must not get sucked into their propaganda.
You think clients ever ask if I am certified or qualified?
It has never happened.
Because it is assumed,
hello, it is assumed.
It's obvious when a client sees you or sees my stuff
that I know my stuff.
I don't say I have these credentials and certificate.
I do it through demonstrations.
I do it.
They see it.
Oh good, you know your stuff, I wanna hire you.
Through demonstration and positioning.
There are some just built from day one.
Never forget that universities and colleges
were created by entrepreneurs primarily
to make money and create employees.
Just think about that.
Harvard, credential, Harvard.
You understand history is nothing more than
a bunch of guys all small entrepreneurs.
How can we make some money?
Let's create a prestige University, Harvard,
and let's charge premium dollar.
Let's make it very difficult to get in,
and from there we'll pick the best employees
there will be to work for us.
So a bunch of tycoons get together.
That's how those universities are created.
Nothing more than that.
So think about it.
Just knowing that's how the industry works.
So forget lack of education and credentials.
What you need a lot as a consultant coach is common sense.
What do you need? - Common sense.
- That's what you need.
Remember, earlier I talked about what people buy.
The list of things that they buy.
They buy you, they hire you for all of those reasons.
Forget credentials, nobody cares.
Will, has anybody ever asked you
do you have a fashion degree or all this shit?
- No. - Nobody cares.
Nobody cares.
What they care about is, Will,
are you gonna make me look good at a price I can afford?
Right, within my budget.
That's what they care.
Truly, that is what they care.
So, that's lack of credentials.
Lack of experience.
Listen, they're not paying for your experience.
They are paying you to solve their problems.
Nothing more than limiting belief.
'Cause how do I qualify your experience.
Tell me.
Does that mean your 10 years of experience
you know what the hell you're doing?
Does that mean if you have one year of experience
you don't know what the hell you're doing.
There is no bank, experience bank they go to to verify.
So this person has three years of experience.
I don't know if he's good.
It doesn't exist.
You have people, realtors,
who have been in business for 20 years,
who don't know what the fuck they're doing.
Lousy realtors.
You have people, realtor, first year,
super-star professional, know what they're doing,
know the business.
It has nothing to do with that.
And truth is, most clients actually don't care either.
It's you care too much.
At this point I still have people tell me,
damn, you're so fucking young.
(crowd chuckles)
I am 36 years old, and people think I'm still young.
Imagine when I was doing consulting when I was
twenty-something,23.
I didn't let that stop me.
Oh, you're too young.
It doesn't matter.
Hey, no discount.
It's the same.
I did not have that hunger.
In fact, I think of it,
well I'm young so I'm out of the box,
I'm creative, I'm not stuck in my old way, right.
I'm not traditional.
If you want some like conventional techniques
don't come to me, but, if you want some out of the box ideas
maybe I could help.
So I turned that into an advantage.
Don't let the age thing hold you back.
Don't let the experience thing hold you back.
Nobody gives a fuck.
Here's an example.
I have a friend of mine who is an educator
in real estate.
Back then he was thinking of being an educator,
being a coaching consultant in the real estate industry.
The real estate investing industry.
And he had this hunger internal program positioning.
But, Dan I've only bought 2 properties.
I've only invested in 2 properties.
I cannot teach this.
I am not good enough.
Look, these other people speak and they have bought
100 properties 200 properties.
I only bought two, like I cannot compete.
I said, let me ask you, the people that you teach,
how many properties have they bought?
None, so zero.
And two, you have done two more deals then they do.
Use that.
And we used that in his marketing.
Purposely.
You know what, you can learn
from all these other people who have done hundreds of deals
who are super successful or just me,
I've done just maybe 2 deals.
I don't have all the answers.
Like I'm still like a beginner,
but I can share with you what I know.
You see.
You can turn it into an advantage.
And people actually resonate with your story more.
Because, oh, I can't learn from a guy
that's done 100 deals, I can learn from a guy
who's done 2 deals.
It's interesting how people think.
At first, it held him back,
but after I talked to him it didn't hold him back.
It's out.
So, write this down.
You don't need to be 100 steps ahead of your clients.
You just need to be one step ahead.
You just need to know, if they know this much,
you know this much.
And you can add value to help them solve a problem.
That's it.
'Cause, after it's like swimming.
You know how you go swimming, and you can still like,
up to this point you touch the ground, right.
After a certain point you can't touch the ground anymore.
Does that matter after a certain point?
How deep the water is?
You still get drowned.
So what I'm saying is your clients
doesn't matter if you have this much experience
or that much more experience.
Most of the time your clients can't tell the difference.
They can only tell this much.
They can't tell the difference.
Am I wrong?
Yeah, they cannot tell tell the difference.
You have to realize that while your clients
are good at something which is usually the technical aspects
of what they do, their job or business,
when it comes to common sense,
which is what coaching is, you are the superior being.
Please put up your hand.
Put up your hand.
Everybody put up your hand.
Say, "I am the superior being."
- [Audience] I am the superior being.
- Yeah, you tell them what to do.
Don't be a slave.
Don't be a servant.
You're not a fucking servant.
And don't ever fucking use service providers.
Eliminate that from your world.
You're not a service provider.
You're a consultant, you're coach, you're professional.
You're an expert.
You're not a service provider.
Service provider, you know if you charge
10, 20 bucks an hour, then some shit,
then yes you're a service provider.
We're not doing that.
Yes, we're not a service provider.
Don't underestimate how dysfunctional people really are.
It's unbelievable.
I've worked with CEOs.
Fucking, some of the most dysfunctional human beings
I've ever met, you think they run a big company,
they would know what the fuck they're doing, they don't.
They don't.
They can't even do the simplest things.
Even successful entrepreneurs.
They can't even control their fucking emotions.
Can't.
Like, don't be oh they're so good, they're so successful.
They make all this money, it doesn't mean shit.
It does not mean shit.
Lack of self-esteem.
Do you feel awkward that your clients may even
do better than you do?
Do you feel awkward that your clients may do even better
than you do.
Lack of self-esteem.
Self-esteem is the foundation of all success.
When dealing with people who seem to be
more successful than you, you need to get
that they're no different than you.
They're no different than what?
- You. - Than you.
It does not make them better.
It doesn't make them above you.
It doesn't make them anything.
So say Gary is selling a property for two, three,
five, seven, eight million dollars,
it doesn't mean the guy is better.
It just means he's buying an $8 million home.
Same.
It's the same.
And ideally, if you think about,
with what we do you probably for most of us,
you wanna sell to people who are more well-off than you.
You probably don't wanna sell to people who are here.
You're selling high-ticket.
You wanna sell to people who are here.
Right.
You don't want to sell people like, Gary.
You don't want to sell people a home you could afford.
You wanna sell them a home that you cannot afford.
So eventually you can buy the home that you really want.
Like how do you think you get the money that you want.
Well it's from people who are here
that can net worth that income.
A piece, a small piece from a bunch of them.
That's how you become one of them.
But people are not comfortable selling
to that kind of people because their self-esteem
is so fucking low.
They don't believe in what they do.
Not techniques.
They're not comfortable serving those people.
They're not comfortable asking for that kind of money.
The only reason they are considering working with you
is because they don't know what they are doing in this area
or they prefer just delegate it out to someone else.
You!
That's why they hired you.
So you wanna sell up.
Don't sell down.
Sell up.
Sell to people who are way more successful than you.
Don't sell to people who like.
You know why people like to sell to people
like who are lower than them income wise?
- So they can feel better? - They can feel better.
Yes, they feel that they may be easier to, less hassle.
Which, is it true? - It is so not true.
- The people who are cheap who can't afford the suit
tell me about those people.
- They will haggle. - They'll haggle.
- They will not trust. - Not trust.
- They will-- - Kind of nickel and dime.
- [Will] They will kind of question your judgment.
- Question judgment, yeah.
They don't appreciate what you do.
They don't appreciate expertise.
People who are wealthy, how are they like?
- [Will] The just trust, they're like, you know what, do me.
You're the expert.
(crowd laughs)
- Do me.
That would be interesting.
You got a client, do me, just do me, man.
That's so graphic, anyway.
Can you imagine?
Will, the guy testing a new suit, Will, just do me.
(laughing)
It's, but I get what you mean.
They basically say, "I trust your expertise.
"Help me to do what you do."
Because you know what, affluent clients,
they don't have time for this shit.
They got so many things.
They wanna pick the expert, you do your thing.
They got so many things going on
they're juggling so many balls.
They're doing so many things.
Here is another one.
Lack of prosperity mindset or abundance mindset.
You must decide that you wanna make a lot of money,
as a consultant or coach,
and not be ashamed of it.
You must make that decision.
I cannot make that decision for you.
You have to decide that you wanna make
a lot of money doing this.
The entire coaching, consulting industry
things in terms of trading of block of time
for a block of money.
Three hours, five hours for a block of money.
Your monetary compensation is based on the actual value
provided defined by the client, not you.
Please write this down.
Defined by your client, not you, and what you can get.
You cannot afford to have any hangups about money,
power, or strong boundaries.
If you do, you're not gonna be very successful
as a consultant or coach.
You cannot have any hangups.
How much is your suit, Will?
On average.
- [Will] 25, 3,000.
- Let's say 25, $3,000.
So let's just say they only have a regular job
making three, four K a month, that's a big investment.
So they're like, "I can't afford this.
"I need to save up to buy the suit."
Now, if you have any hangup, like,
"Well yeah I guess most people cannot afford this,"
so maybe I sell my suit for like $200.
Or maybe I will give them a discount, or all this stuff.
Instead of doing that, you gotta fix your head.
Say hey, I don't have any hangup.
My value is two to $3,000.
I wanna serve the people who appreciate,
and are able to afford my suit.
That's what I'm talking about.
Same with you, right.
Don't sell to people that's got no money.
How many have tried to sell to people that got no money?
Sure, why would you be in a business trying to sell
to people that's got no money.
Make the fucking money.
Give to the poor.
Don't try to sell to the poor.
Trying to make money from them is so hard.
It's a bitch.
I tried that.
Don't do that.
Unless you're Walmart.
(laughs)
Unless you're Walmart.
But even Walmart is trying to go upstream.
- [Will] They're trying to compete with--
- Yeah, they're trying to go, 'cause they know,
we have these customers, that's nice.
But, they also want some affluent clients.
It's incredibly important to understand that
for the value you provide for them,
you can't charge them enough.
This is my internal belief.
Is it a good belief to have?
- [Audience] Yes.
- You cannot charge them enough.
'Cause if you think about it,
if I save an entrepreneur from making a mistake
that would have cost him $1 million
and three years of his life,
shouldn't I get paid at least half a million dollars?
Nobody is paying me a half a million dollars.
They're not even paying me $200,000 dollars.
It would be nice to be able to get that,
but in my mind, I'm not charging enough.
I can never charge enough.
That's a good and pine belief to have.
- Yes. - Yeah, you cannot
charge them enough.
Coaching and consulting has to do with your attitudes
to yourself and money, and how big your balls are,
and your ability to keep a straight face
when you ask for big bucks.
It's all self-image related.
That's all internal precisioning.
You don't get this piece.
It doesn't matter.
I give you some super-human
marketing techniques, script, sales, funnel,
none of that shit would work
'cause you would fuck it up.
Some way, somehow.
'Cause you got this stuff going on.
Lack of credentials, lack of experience.
You will find a way to fuck it up, I guarantee you.
And you'll fuck it up beautifully.
And you come up with some glamorous reason
why it didn't work.
For some of you it's been your pattern
your whole fucking life.
If you're honest.
So, what have you learned from my talk,
and how does it apply to you,
and how do you take direct action?
Comment below and let me know.
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