If you’re reading this, you’ve likely been coaching for a while and are craving not only freedom of
time, money, and impact…
…but also, freedom from the worry, the wondering, and frustration that comes from being unclear
about what to do next.
You CAN hustle, but that’s not what you’re seeking.
In fact, I’m willing to bet that deep down, inside…
You’re ready.
You’re ready to fully step into your vision of success…
Imagine…
…clients raising their hands, every day, to learn about working with you…
…being asked to speak in front of groups large and small…
…feeling confident about your message and where you’re headed…
…no longer worrying about whether your programs will fill to capacity...
…the freedom to retire your partner, travel to exotic places, and donate to causes most important
to you…
In fact, that vision you have…
it’s exactly what you’re here to create.
Yet, at the same time…
Even though you’ve been doing this for a while, it can feel like there’s just too much to figure out.
It’s the stuff that feels misaligned with your vision that really has you wondering…
“Am I cut out for this? Will I ever escape the finding-new-clients hamster wheel? Will it ever stop
feeling HARD? I’m not good at sales…or marketing…I just want to coach.”
You question every step you take and are exhausted because you’re giving so much, but seeing
little in return.
Maybe you’ve had 5 figure months…but they’re far from consistent.
OR maybe you’re already speaking and you’re unsure what’s going on because every time you
speak, you get GREAT feedback…but, no clients.
“What am I doing wrong? Am I not meant to be sharing my message in this way? Is my message
on point? Do I need to try something else?”
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If any of this sounds familiar, you’re not alone.
I was exactly where you are not too long ago.
I was several years into my coaching business, working full-time and with a handful of coaching
clients. I was speaking, but it wasn’t creating real results.
Something wasn’t clicking.
It wasn’t for a lack of trying, though.
I bought the courses.
Attended the webinars.
Worked with coaches.
I couldn’t find what I was looking for.
So, I set out to figure out what no one was teaching: how to speak to fill your coaching programs.
How to deliver massive value AND get the audience to take action.
As I applied what I was learning, our business grew from $40k to over $220k in 12 months.
Then, I started sharing this with my clients and they started seeing consistent results in their
business, too.
We applied this same framework to half day workshops and became a $500k business.
Then, we applied this framework to online workshops in 2021 and became a 7 figure business for
the first time.
This. Really. Works.
I’m giving you what I wish someone was able to give to me. It’s exactly what unlocked the door and
allowed us to scale our coaching business based on one core marketing strategy, not 13 different
ones.
Yes, it’s about speaking. Having the right message and the right structure for your talk.
More importantly, you’ll see how it’s about so much more than the talk. It’s about what happens
before, during, and after. Aligning all of it.
We’re also diving into how to get in front of your right audience rather than having to build from
zero. Even with the best talk mapped out, if you’re not sharing it in front of the right people, you’ll
walk away frustrated every single time.
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So, be prepared because what you’re about to discover is completely different than what you’ve
tried in the past. It’s why what you’ve tried in the past didn’t work.
My Simple 3 Step Process for Leveraging Speaking for Consistent $10k+
Months
When I first started sharing my message from the stage, I had no idea what I was doing.
I was simply sharing what I knew, and then hoping that the right people in the audience would
follow up and ask about working together.
Speaking wasn’t something that I did consistently nor was I clear about how to share that I could
help people without sounding sales-y (and yes… even with a MBA in marketing I still struggled with
these pieces).
There were many years of trial and error, failure, practice, and starting over again that led to me
being able to clearly see the most reliable path to consistent $10k+ months.
(That was my initial financial goal, as I wanted to replace my previous income from corporate.)
The best part?
When you follow these steps, be prepared to welcome in 3-5 new clients (or more) each month, on
repeat…
(Which, for most coaches, is enough to surpass six figures quickly.)
Coaches like Danny, who came to us with only 2 clients at the time and was able to not only learn
how to fill his coaching programs through speaking, but that also translated to bringing in over six
figures in his first six months working with us…
Coaches like Melissa, who is a therapist and a coach. As a result of working together, she not only
booked several paid speaking engagements, but she hosted webinars that led to clients and we
celebrated her first (of many) 5 figure months.
Or Paul, who joined us and quickly booked 5 speaking engagements in the next 2 months and
shared that he needed a new way to keep himself organized and on top of the opportunities that
keep coming his way…
This is the exact process I teach coaches how to apply, in detail, in all of our programs. It’s the lead
generation process that creates consistency and then we dive into scaling their business using our
5P Framework.
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We’ll go through an overview of the process and I’ll share some common pitfalls to avoid, too.
BEFORE
Step 1: Getting Booked
This is important and the “how” isn’t as straightforward for most coaches.
The importance of having the right people in your audience to hear your message cannot be
underscored enough. If you have the right message, an aligned call to action, and the wrong ears
to hear it…you’ll be frustrated and questioning every step of this process.
I’d rather have you speak in front of 10 people that are your right fit clients instead of 100 people
that aren’t your right fit clients.
Re-read that.
Quality over quantity, every day.
The primary way that we grew so quickly (from $40k to $220k+ in 12 months) at the very beginning
was by leveraging other people’s audiences.
I know, I know, the Ego wants you to build your own audience (and yes, we can do that), but the
way to go faster is to offer immense value to someone else’s audience.
This may sound complicated, but when you know where to look, it becomes simple (and highly
profitable).
One of our VIP clients, James, wasn’t sure how this would look for him. We jumped on a call, I
asked him some questions and then started playing on Google.
I helped him find 2 associations where he’s since been able to position himself as their “go to
Leadership guy”. For one of the groups, he offers monthly webinars and for the other group, he led
several lunch and learns and was asked to be the Keynote speaker at their national conference.
He’ll surpass $300k this year and as of his most recent calculation, over 50% can be directly
attributed to speaking.
I want you to take away a few things from this.
He was successful because he offered - and delivered - immense value.
Look for opportunities to be a big fish in a small pond.
Don’t be too big for groups with small numbers.
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As you apply this to your coaching business, look at:
…who has created a group of your ideal clients?
…how can you offer immense value to their audience?
…what does a win-win-win look like (for you, the group you’re partnering with, and the audience)?
…what groups, associations, companies, are already gathering your right fit audience?
Mistake #1: Waiting For Someone to Reach out to You
One of the fastest ways to get stuck is to wait.
Waiting is giving your power away. It’s saying that something external to you - a person, an event,
a situation - will decide when it’s the right time.
Successful coaches shift from this and instead, make it the right time.
The “perfect” time doesn’t actually exist.
As the CEO of your business, you get to make now a GREAT time to start sharing your message.
So…go ahead and:
…apply to speak before your talk is complete
…find where your ideal client is already gathering and go there…
…host a workshop, even before you feel like an “expert”
Remember:
Success requires you to start before you’re “ready”.
You always get to go first.
Mistake #2: Not Having a Get-Booked-System
This is imperative for your success.
When you think about a booking system, consider email scripts, a cadence for follow up and
outreach, crafting a lead and outreach tracker, and simple messages you can use over and over.
You are a CEO. CEO’s have systems so they can clearly see what is - and what isn’t - working.
Systems save time and energy.
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High level, this process is 5 steps:
1. Clarity
Who is your ideal audience? How will you position yourself as an authority to stand out from
other coaches? What type of speaking do you want to do (sponsorships, other people
stages, round tables, associations, etc.)?
2. Build Your Leads List
What groups are gathering your ideal audience?
Where can you be a big fish in a small pond?
One client, Debby, realized that her ideal client attends Chamber of Commerce meetings.
She hosted an informal lunch and learn for a small group and signed her first 12 month
coaching client.
Laurie, who helps high school students and their parents decide which, if any, college is
right for their child, spoke during a PTA meeting in front of 10 people…and gained 3 clients.
3. Prepare to Connect
When you’re thinking through the topics you can speak about, focus on one of the core
problems your coaching helps to solve. (We spend a lot of time working with our clients to
get clear on the 4 problems their coaching solves so they never run out of marketing
content or speaking topics).
When you speak to a problem your ideal client is working through (and that you can help
solve), you are much more likely to attract the right people into the room.
For example, one of the problems we help our clients solve is their speaking isn’t
converting. So, I can (and have) hosted workshops, webinars, and numerous talks on this
very topic...
4. Connection and Engagement Strategy
How will you reach out and keep the conversation going? There is a process for this
conversation (we call it a “message tree”).
We share our proven message tree with clients so they can model it for fast results. I’m a
big believer in the power of micros asks and we incorporate that into the scripts for each
person.
Include how and when you’ll connect through multiple channels (phone, email, Linkedin,
etc.), too.
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5. Follow up
This ties in directly with the previous step. When you have the conversation planned out
and the actions you’ll take (and when), you’re much less likely to skip the follow up.
You can follow up in a way that’s not pushy and this is where most people drop the ball. Do
not drop the ball.
Follow up is an act of service.
And, now, onto the 2nd step of the process…
DURING
Step #2: Give Your Talk
This is where it really gets fun!
You’ve secured your opportunity to speak in front of someone else’s audience (or, if you’re further
along, you’ve invited your own audience) and now it’s time to inspire, educate, and activate your
audience.
Everything is easier when you have a system for it. (Do you see a recurring theme here?)
So, after giving many talks that didn't convert, and then studying what successful speakers did and
did not do, I created a system for talks that turn into clients.
We’re diving into an overview of that exact system next.
Part 1: Validation
This is where you basically say, “hey, you’re in the right place today!” Help your ideal client
remember why they signed up (reconnect them to their “pain”) and outline what they’ll gain from
your time together.
Part 2: Connection and Credibility
How and why can you be trusted as an expert? How did you gain the knowledge that you’re
sharing? Build trust through sharing your story in a way that connects to their heart and allows
them to see themselves in your story.
There are 3 levels of connection that are important for your success and this is where we’re
working on the first level, connection to YOU.
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Consider how you can position yourself as an expert before the talk even begins. We teach our
clients how to build their Power Packet as it sets them up as an expert before they even step onto
the stage.
Part 3: Seeding
In this portion, you mention that you’ll share an offer at the end of your talk. I like to say, “we have
a lot of time together today, but not nearly enough to cover everything…so, at the end of our
session, I’ll share a free way to continue the conversation, should you choose to do so…”
That puts the audience at ease because they know there’s an offer on its way and you’re more
likely to actually follow through and not skip your call to action since you’ve shared this.
Incorporate seeding throughout your talk as it’s one of the primary differentiators from a talk that
gets “meh” results from one that fills your coaching roster.
Part 4: Content
Contrary to what most coaches do, this isn’t the first place to focus your energy when speaking.
It’s #4 in this process because even if you share the most impactful content in the world, your
audience won’t really hear and feel your message if you’ve skipped over the first three sections.
When you’re creating content, begin with these questions:
What action do I want my ideal client to take at the end of my presentation?
What does my ideal client need to think, believe, or learn that will motivate them to take that
action?
Then, you may decide to share your proprietary framework.
Or, we help our clients get clear on the “4 problems” their coaching helps to solve. So, you may
choose to share your expertise in a way that relates to one of the core problems your ideal client is
facing right now - - and that you can help solve.
If your talks aren’t leading to new clients, you’re educating your audience and not activating them.
This is one of the biggest roadblocks that keeps coaches stuck.
That's why we spend a lot of time in our programs helping clients clarify the "activation" language
that works best for their specific niche. This way they know exactly what to say to turn their
listeners into leads.
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Part 5: Reconnect your ideal client to their “pain” (the reason they showed up)
This isn’t comfortable at first and it’s important if you want your ideal client to take action.
Your ideal client is in pain and wants to know there’s a solution.
Demonstrate your conviction for your ideal client when you remind them that they showed up for a
very valid reason…
Part 6: You have two choices
In the final portion of your Call to Action, you give your audience two very clear choices.
They can keep doing things the same way they’ve been doing them (and be in the same place in
6-12 months) OR they can take new action. Remind them that “not choosing” is still choosing.
You’re saying, in a loving way, “you’re stuck right now…you’ve been stuck for a while…how long do
you want to hang out there?”
Share exactly how they can continue the conversation with you, join your workshop, take the next
step...
Now that your content is mapped out, we’ll dive head first into how your free talk becomes a paid
talk.
AFTER
Step #3: Enroll New Clients into Your Offers
Most coaches think that their speaking engagement is complete once they step off the stage.
This is your big opportunity to see things differently.
Yes, you’ve accomplished a lot by the time you’ve reached this part of the process. AND, this the
critical part where unpaid speaking engagements turn into paid speaking engagements.
Since you’ve positioned your talk in front of your right fit clients, delivered educating and activating
content, inspired your audience, and established yourself as an authority that can help your right fit
client reach his or her goals, you’re in the perfect spot to turn listeners to leads…and clients.
When you follow the proven framework (above), you’ll walk away with sales conversations on your
calendar. (When you’re getting started with speaking as your go to marketing strategy, offer a
conversation with you or your team for the best results).
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Don’t “pitch” from the stage just yet.
I can teach you how to do that as we’ve hosted 2 and 3 day events but it’s an entirely different
animal. A great animal, just a different one.
There are a few mistakes that we see pop up frequently at this part of our process, as you’ll see
below. I won’t go deep into each of them because there’s so much to cover but I want you to begin
thinking through these pieces (and yes, we can help you with each of these.)
Mistake #1: Not Having a Process for a Sales Conversation that Converts
Systems give you freedom. Systems allow you to evaluate what is - or isn’t - working.
Frustrated with many sales calls that didn’t turn into clients, I created the VOICES framework that
allows our clients to lead a sales conversation in a coach-like way. No spammy tricks or
gimmicks…a process that naturally leads the person to a powerful decision.
A sales call is a “success” when the person makes a powerful decision. It’s not whether or not they
say yes…it’s about the person making a decision.
Just as the framework for your talk allows you to create consistent results, so does a process for
your sales conversation. When you’re having conversations with ideal clients that heard you speak,
you’ll see a close rate of at least 50% (when you’re starting) and it’ll increase to at least 70-80%.
If you’re having sales conversations and less than 50% are becoming clients, look at your sales
conversation process first.
This is another reason speaking works so well.
Mistake #2: Lack-luster Offers
I remember the first time that I felt this shift in my sales calls.
I was literally jumping out of my seat excited that the coach I was speaking to said yes. I was
excited because I knew what was possible for that person.
It wasn’t about me…it was about the coach on the other end of the conversation.
Depending on where you are in your business, it may make the most sense to look at 1:1 offers,
hybrid offers or groups.
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Again, there’s so much to dig into as it relates to designing transformational coaching programs
and building them out in the right order, but for today, spend a few minutes evaluating your current
offers.
What do you love about them?
What do you dislike?
If you were to guarantee results for your clients, what would you include? Exclude?
Don’t limit yourself to the standard coaching packages (3 or 6 months, 2x/month coaching calls,
email access).
That may work when you’re first starting out, but as you grow into a more seasoned business
owner, you’ll see ways to create more value, more transformation, quicker results when you
embrace innovation with your offers.
Your proprietary framework, which I mentioned earlier, allows you to grow quickly and scale your
coaching business to serve more people without recreating the wheel. And, without requiring more
of YOU.
We’re in a consistent process of upgrading how we serve our clients.
For example, we recently decided to include a customized roadmap for each client that maps out
their areas of focus, exact steps to take, for the next 6-12 months.
We started including this because clients were asking for it and they are more excited to grow their
business because they have an actual plan. Our clients are smart and aren’t sure where to focus,
what to do, and in what order…so we give that to them.
We also noticed clients get stuck making decisions. They aren’t sure if they should say yes or no to
an opportunity. They don’t need a call but they would benefit from being able to build their
CEO-Decision-Making muscle. So, we include 1:1 Voxer (a messaging tool) access to me for big
questions, small questions, and everything in between.
Clients take more action and move more quickly because I’m able to support them as they’re
building their 6 or 7 figure CEO mindset.
Plus, both of these elements are FUN for me to offer and deliver.
As your offers evolve, consider what your client needs and what you enjoy delivering.
What’s Next
First, congratulations… we just covered a lot!
So much is now possible as you lean fully into leveraging speaking and sharing your message.
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In fact, as I’m putting together this guide for you, a client just shared that he spoke in front of 60
people, more than half of the room signed up for his free offer and 10 sales conversations were
scheduled before he got into his car to drive home.
This works.
We work with clients for 6-12 months (sometimes longer) to implement and integrate all of this into
their business.
So, be patient with yourself :)
We created the Live Your Potential Facebook group for coaches, like you, that are ready to create
consistency and fill their programs with ideal, all in clients WITHOUT the stress.
Creating a wildly successful coaching businesses is our favorite topic. We talk systems, strategy,
mindset, team…
If it’s important for your success…we’re talking about it.
Click here to join us in the Facebook group and get ready to meet your newest coach
friends.
In our programs, we work with coaches that are ALL IN on creating a massive shift in their
business and life. It’s not “if it works…” it’s “when this works…”
If you’re ready to go faster, a Strategy Session is for you if…
…your business revenue is at least $30,000 over the past 12 months
…you’re open, coachable and ready to do the work
…you ultimately want to scale to mid six or seven figures
…you see the value of working with a mentor and following a proven path so you can skip the
headaches, missteps and frustration that come with doing it alone
During the session, we’ll look at your goals, uncover obstacles on your path, talk through action
steps, and see if partnering together is the right next step.
To apply for a Strategy Session, click here.
SO excited to be on this journey with you.
xx,
K
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