What Are The Top 3 Lessons I Learned From The Dan Kennedy Advanced Coaching and Consulting Course?
The Dan Kennedy Advanced Coaching and Consulting Seminar was a rapid-fire, non-stop barrage of fantastic idea after fantastic idea on how to get clients, keep clients, and get the maximum amount of money from each client.
So after sifting through my notes, I’ve hunkered down and boiled down what I believe to be the top 3 things you could learn from course…
1. Ignore traditional norms about coaching & consulting
The norms are rooted in:
Hours for dollars culture: There’s no leverage in this because no matter how much value you give, your earnings are capped. The client ultimately will view it as overpaying as they will compare hours for dollars. Eventually everyone is unhappy so instead sell them the money at a discount.
Academic orientation: People get hung up on certifications and letters after the name – Nobody cares about it other than the people signing the certificates.
Ladder thinking – Always be sticking a ladder in front of your clients because
people will always climb them but NEVER stand in front of one yourself. Ladders are for controlling people e.g. boy scouts of America has a ladder purely for controlling kids & parents.
The norms are mired in poverty thinking: You should be only able to make so much an hour – Our clients make X then we should earn Y – Your monetary compensation is based on the actual value provided as defined by the recipient ( not you ) and what you can get
Coaching has to do with your attitudes about yourself & money, how big your balls are and your ability can keep a straight face when you ask for the cash. This is all self-image related.
Every other business runs itself in relation to price i.e. a multiple of cost. This doesn’t exist in coaching and the info business.
2. What do clients believe ( “know” ) about you
The best people at anything are generally the poorest. Dan Kennedy believes that is all about being known or perceived as being the best; not necessarily being the best.
1. What they surmise or assume about you. Anyone who publishes a book gets instant credit for being smart and are given expert status.
2. What they are told by others about you. If you can engineer stories being told about you, that creates reputation. 4% of people check references for jobs applications. The assumption is that if they have put a person on their application as a reference then they’ll say good things about you.
3. What they read / hear about you. Get an article written about you. People believe what they read regardless of true or false media. Example: Pharmaceutical companies using false reviews of product. It looks real so doctors prescribe them.
4. What “legends” they hear repeated about you. It’s important to create and tell repeatedly the defining stories about your life because they are likely to be repeated to other people.
5. Who you are associated with, who do they associate you with in their minds. This is important for newbies trying to create reputation. An aura borrowed is as good as an aura earned. Example: Don Rickles, the comedian whose career was based on opening for Frank Sinatra. This can come via who you reference in your stories and language, who you interview, who you co-author with, who you tell stories about, who you shared a seminar with.
3. Best attractor for money – Immunity From Criticism – High achievers live independent of the good opinion of others
You’re in the Gold Stars business for people who need them but it’s essential that we don’t need them from those people or damn near anyone else.
As coaches and consultants we are in the business of showing people ladders but it is essential that you don’t climb them yourself.
If none of your decisions have anything to do with this, then all your decisions are profit related.
So there you have it, my top 3 lessons from the Dan Kennedy Advanced Coaching & Consulting course.
Have fun putting everything you’ve learned into practice in your business,