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Most coaches understand and think that they need to find what they call the ideal client.

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The truth though is what most people call their ideal client is actually not what they

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should be focusing on.

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They should be focusing on their ideal premium buyer.

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Your ideal premium buyer is what I like to call your wealthy place in your coaching business.

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In today's episode of Coaching Business Mentor, I'm going to help you understand who your

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ideal premium buyer is and how to attract them so you can begin to nurture your own

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wealthy place.

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See you on the inside.

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Are you a coach?

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Do you need to get paying clients consistently, but you don't want to waste countless hours

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trying to be famous in social media?

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Do you want a calendar full of appointments with quality prospects who want what you offer

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so you can convert premium clients month after month without stress?

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Now you can do just that when we help you implement the Predictable Profit Machine for

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coaches, a business system that helps coaches consistently generate profits in their business.

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All you have to do is visit coachingbusinessmentor.show forward slash machine, watch the short explainer

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video and then go ahead and book an appointment.

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Let us help you build a Predictable Profit Machine around your own coaching expertise

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so you can start earning predictable profits in your business month after month.

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Welcome to this episode of the show.

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And here I'm actually going to be talking about finding your wealthy place.

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Now I want you to imagine that you have come into this really massive mansion and there's

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about a hundred rooms in this mansion and you have a short period of time to be able

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to find out the one room you would want to stay.

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Now I want you to imagine that a lot of these rooms don't have anything of significant value,

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but there's maybe two or three rooms in this house, about two or three rooms in this house

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where there is a lot of wealth.

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And you are told if you can find the room you would like to stay within 15 seconds,

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that room you find and everything in it is yours.

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You would probably want to come up with a system of finding the right room because you

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don't have enough time.

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And what you don't want is a situation where you're just going from one room to another

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searching through each room because within 15 seconds you probably won't be able to get

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through maybe one, maybe if you're quick, two rooms.

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And that's technically what it's like in business.

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The reality is in business you have limited time.

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You also have limited money.

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You also have limited energy to invest in your business.

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You don't have all the time in the world.

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You don't have all the money in the world.

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You definitely just, you don't have all the energy and resources you can invest into your

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business.

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And so it makes sense that if you're going to get this right, you want to channel your

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energy, channel your time and channel your money productively so you can get the best

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and highest return on your investment.

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And for that reason, it's really important that you identify where your wealthy place

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is as quickly as possible so you don't end up burning yourself out, working very hard,

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pouring a lot of energy, pouring a lot of time, pouring a lot of money into this venture

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and not getting enough back to justify what you've put into it.

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And the thing is, if you don't consider this and are quite strategic about finding your

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wealthy place, you will get burnt out.

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And that's happened for so many people who potentially could have made a big difference

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and made a lot of money in the marketplace as coaches.

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But just because they didn't find their wealthy place, they just went in and began to work

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and pour themselves into what they thought would be a good business.

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And eventually, they just don't get the returns they expect.

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And then they have to go back to doing whatever it was they were doing before and they give

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up on their dreams.

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And we don't want that for you.

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That is the reason why today I want to talk about your ideal premium buyer and the importance

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of nailing your ideal premium buyer.

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First of all, notice I did not say your ideal client.

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And you're going to understand in a moment why I do not focus on the ideal client.

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I really believe that what a lot of people call the ideal client, who their ideal client

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is and who they target as their ideal client is one of the reasons why most coaches are

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not successful.

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And you'll understand that in a bit.

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But instead of focusing on the ideal client, what you should be really looking for is that

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person who's your ideal premium buyer.

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Now, who is your ideal premium buyer?

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You want to write this down.

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Your ideal premium buyer is the person who gets the most value out of what you offer

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and is both willing and able to pay for it.

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Now let me repeat this.

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Let me say this again.

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Your ideal premium buyer is the person who gets the most value out of what you offer

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and is both willing and able to pay for it.

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The average coach who's looking to build a business, what they think is, you know what?

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Who can I help with my expertise?

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Who is the person who I can help with my expertise?

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Now, a business-minded coach, they ask themselves a different question.

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The questions you ask, and every coach should know this, determine the quality of the answers

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you get.

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So while the average coach asks themselves, who can I help with my expertise?

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The business-minded coach asks themselves, who can I help and where can I make the biggest

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difference for them and make the biggest profits for myself?

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Let me say that again.

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See a different question.

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While the average coach is, who can I help with my expertise?

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The business-minded coach on the other hand, ask themselves, who can I help and where can

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I make the biggest difference for them and make the biggest profits for myself?

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As you begin to unpack this question, you will begin to identify who your ideal premium

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buyer is and you will begin to identify where your money is as a coach.

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The average coach is focused on their ideal client, which is usually the person who I

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can help with my expertise.

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While the business-minded coach is focused on their ideal premium buyer, which is the

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person who they can help, where they can make a big difference and they can get a great

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return.

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You see the coach who is looking for their ideal client is focused on their comfort zone.

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And what does that mean?

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What does that mean to be focused on your comfort zone?

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Well, the average coach who's building a business, and I know this because I've spoken to literally

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thousands of coaches over the last 10 years.

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The average coach would say to themselves, I used to be in this place, in this lowly

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place, but I've been able to get to this higher place.

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I've traveled this journey from wherever I was before to this higher place in life.

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Now, I want to help people who are like me, who are where I used to be, who I can help

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get to where I am now.

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See, that's how the average coach thinks.

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They're thinking about their comfort zone.

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I'm comfortable because I know those people very well.

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I used to be where they are.

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I know their reality, and I've been able to travel this distance.

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So I want to help people like that get from where I was to where I am.

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Because that is how the average coach thinks.

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And the reality is where I was and where I am for most coaches, that is our comfort zone.

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Now, the business minded coach, on the other hand, thinks quite differently.

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And I'll be honest with you, it was my own mentor who actually helped me understand the

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foley of this kind of thinking.

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Let me break it down for you.

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For quite a while, I had been running my own business and I started looking to leverage

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the internet from very early on, from around 2002 was when I began to venture into looking

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to use the internet to build my business.

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When I got involved with affiliate marketing, I began to build marketing funnels around

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2004, 2005, 2006.

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I was building marketing funnels and setting up ads and running these sort of campaigns

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for my business.

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And they were working quite well.

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I was running affiliate marketing programs and I was really killing it and making a lot

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of money.

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At some point, I then began to explore how I could help other people do what I'd done.

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So what did I do?

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I began to look for other startup entrepreneurs like me who could benefit from my knowledge

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and my expertise.

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The challenge though was when I met up with them, when I sat with them, when I began to

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show them what I could do for them, most of them could not afford me.

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And I remember my mentor would see some of the things I'd built and some of the things

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I'd done for him.

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And he would say to me, TJ, you know, there's lots of local businesses who could benefit

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from your expertise and they will pay you a lot of money because if you implement this

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for them, it would make a big difference for them.

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And I would just not pay attention.

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I would hear him, but I wasn't really listening.

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You know why?

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Because I knew entrepreneurs.

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I understood them.

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I understood their reality.

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They were me.

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These local businesses on the other hand, like solicitors and accountancy firms and

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estate agents, I didn't know these businesses.

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They had employees, they had offices and I just didn't feel very comfortable with these

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businesses.

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And so for a very long time, I stayed in my comfort zone focusing on entrepreneurs.

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The challenge though was most of these entrepreneurs were probably working a full-time job and

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were building a side hustle and they just could not afford the prices that I know that

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I deserved for the value that I brought.

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And it wasn't until my mentor sat down with me one day, he'd been telling me this over

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and over and over again.

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And I just didn't, I couldn't receive it because I had a mental block because I just didn't

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feel comfortable stepping out of my comfort zone.

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And maybe you're listening to this and you can understand, and I'm sharing this story

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with you so you can understand that it happens to all of us.

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And then one day he said, DJ, you really, really need to look at local businesses because

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if you don't, someone else who's not as good as you is going to come in and they're going

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to milk that market and they're going to make a fortune.

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And when he said that to me, I then thought to myself, okay, what can I do?

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And then I looked at joining my local BNI, which is a local business network.

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I went over to this local BNI and I attended their meetings and initially I felt quite

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uncomfortable.

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So one of the things they did was we have about 30 businesses in the room, these breakfast

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meetings, and then each business would have a minute to pitch and tell other businesses

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what they did so that we could all refer our services and to others that we knew.

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And I remembered standing up and then just doing a pitch about what I did and thinking

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none of them here is going to be interested in what I had to offer.

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And guess what?

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Soon as we were done, a solicitor who ran their own firm came up to me and they asked

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me if I was willing to have a chat with them.

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Long story short, they gave me their business card.

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Two days later, I was in their office, sat down with them, had a chat, and I left there

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with a 10,000 pound contract to help them set up a marketing campaign.

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We agreed 10,000 pounds there and then to set up something similar where entrepreneurs

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will be haggling back and forth for 300 pounds.

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That literally transformed my life and my business, but most importantly, my thinking.

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So you can imagine where a few years later, I had a client of mine who was in a similar

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situation.

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Now, this client of mine was a career coach and he helped at the time fresh graduates,

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people who were just leaving university, as well as people who were just fresh migrants

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coming into the UK.

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And he was helping them with their CVs or resumes and helping them prepare for job interviews.

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So they could nail the job of their dreams.

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And I remember when I sat down with him and he was very frustrated.

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He was charging 200 pounds, which is not a lot of money, but he said people just weren't

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willing to pay.

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They would come to him, they would ask him a ton of questions, but when it came time

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for them to invest in his help, they just wouldn't.

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So I remembered what my mentor told me at the time and I gave him similar advice.

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I said, why don't you do this?

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I said, what I suggest you do is reposition.

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So we sat down, we did a bit of back and forth and we identified a market who he could target.

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I said, why don't you target professionals who are looking to transition from full-time

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employment to freelance contracting and literally just repackage and reposition your offer for

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this audience?

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Why?

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Because this audience will get more value out of your help and they are likely to get

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better results quicker to justify your rates.

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And so he repackaged his offer and he moved from 200 to 3,000 pounds for his offer.

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And he began to position it, he packaged it and within six months, his business had grown

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to the point where he was then able to walk away from his job and go full-time with his

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business.

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So you can see here that when you shift from just looking to help people who are like you,

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but you shift to serving your ideal premium buyer, you position your business for financial

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success.

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You will be able to identify your wealthy place.

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I guess the question is, if we understand that your ideal premium buyer makes all the

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difference, then how do we nail our ideal premium buyer?

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What exactly do we need to do to identify this wealthy place?

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We're going to discuss this when we come back.

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You are listening to The Coaching Business Mentor, the podcast focused on giving premium

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business advice to heart-led coaches like you, helping them get more clients, help more

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people and make more money consistently.

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If you would like your questions answered and your business featured on this show, all

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you need to do is go to coachingbusinessmentor.show forward slash question and go ahead and ask

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your question there and hit the submit button.

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And I will make sure that we answer your question here on the show.

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Also, there's three things I would like you to do for me if you're enjoying this show.

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Number one, I'd like you to subscribe so you get notified every time we release a new

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episode.

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Number two, I'd like you to leave a review letting other people know how much value you

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got out of the show.

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And finally, I would like you to share this episode with three coaches who you know would

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get value out of listening to it.

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That's it.

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Let's go ahead and come back.

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Hey and welcome back.

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Just before we went on the break, we were looking at the ideal client, which is usually

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what the average coach will be looking to target.

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And that's usually the older version of themselves.

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And we're now suggesting that if you're looking to find your wealthy place, then you should

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be looking at your IPB, which we call your ideal premium buyer at profit from coaching.

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What we're looking to do now is understand how do we nail, how do we identify our ideal

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premium buyer?

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There is a very in-depth way of doing this, but I'm going to basically just give you the

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basics, just a quick way for you to be able to just sit down and analyze and identify

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who is likely to be your ideal premium buyer.

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Now, first of all, I want to quickly help you understand before I dive into this, the

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key words here are ideal.

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So ideal meaning that it doesn't mean this is the only person who would buy, but ideally

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this is what you would call your perfect ideal person.

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And then the word there is premium.

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So premium basically is if you think about premium, you would think about the highest

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quality.

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Usually people associate premium quality with premium prices.

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So you're looking at your higher end solutions, what people like to call their high ticket

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offers.

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So I would recommend if you're a coach that you should be packaging high ticket offers

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if you're building a business.

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But the reality is your high ticket offers are usually for ideal premium buyers.

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You can't be packaging a high ticket offer and targeting a person who just can't afford

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what you have to offer or it can't really be justified.

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The pricing can't be justified for that individual.

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So you're looking at premium, which is usually a high end, high end, high ticket solution,

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as well as buyer.

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And that's a critical thing is as a business, you should be thinking about buyers.

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Sometimes the client is not the buyer.

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And when you're beginning to look at how to position your business, you need to be thinking

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about the buyer, not the client who you're working with, because a coaching client is

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the one who you're working with.

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Your buyer is the one who will invest in your solution because they want it.

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And that's the reason why we use the word ideal premium buyer and we don't use ideal

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premium client.

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So it's IPB and not IPC.

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Now that I've established that, I'm just going to share with you three quick things that

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we can do to nail our ideal premium buyer.

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The very first thing that we can do is we can identify the conditions that need to be

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in place for this method.

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So whatever your methodology is as a coach, whatever your process is, what are the conditions

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that need to be in place for this method to produce great results?

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Think about it this way.

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You want to be able to answer this question.

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If these conditions are met, conditions one, two, three, however many conditions they are,

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I am very confident that we can achieve these results.

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So you would say if this particular things are in place, if one, two, three are in place,

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then we should be able to help you get this result with our input.

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Let me give you a classic example.

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If you look at Profit from Coaching, our company, our core offer is our predictable profit machine.

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And this is something that we offer to a particular audience.

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We do have certain conditions that need to be in place where I know that if these conditions

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are met, I could pretty much guarantee the results of a client.

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So I always want to ensure that these particular conditions are met.

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Now what are these conditions?

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One of them is that this particular client or potential client must have a track record

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of getting people results.

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So they have a tangible track record of getting people results with testimonials.

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They have people who they have helped and they have proof of actually helping them get

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from a less desirable place to a more desirable place.

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That's the first condition.

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The second condition is that they have had up to at least five people buy from them,

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which means they've been able to generate at least five clients.

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If they have a genuine methodology that gets people results and they've been able to get

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five people pay for what they offer, then I know that they are a good fit for our predictable

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profits machine.

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So those are the conditions that need to be in place for a client to be able to benefit

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from what we offer.

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And so that is ours, but for your business, it will be something different.

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What are the conditions that you know that if these conditions are met, then this particular

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person is likely to benefit from what we offer?

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This is something you want to sit down and ask yourself, what are the conditions that

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I know that if these conditions are met, then I can help this person.

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But if they're not met, it's going to be hard for me to help them.

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That's the first thing.

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Why?

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Because you really are going to be charging premium.

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If you're going to be charging premium, you're looking at the person who is likely to get

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the best results.

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And so you want to identify the conditions that need to be in place to improve or increase

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the likelihood of you helping them get the results that they want to get.

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That's the first thing.

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Number two, we then look at the problems to solve is we want to look at three things.

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Number one, what is the size of the problem that you're solving?

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Is it a big problem?

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So we're looking at the size of the problem, looking at the importance of the problem solved,

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and then we're looking at the value and this critical.

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So when we look at what is the problem that you're solving, how important is it to that

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potential client?

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How much of a stress is it to this individual or this organization if this problem is not

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solved?

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And then we look at the value of solving the problem.

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When we're looking at the value of solving the problem, I look, there's a lot of things

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you can look at, but I look at three things.

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Number one, time.

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Am I able to help them to make time, save time?

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Two, money.

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Am I able to help them to make money or save money?

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And then number three, am I able to enhance their reputation or their perceived value

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or am I able to enhance their image?

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Because I know that these are things which are usually important to potential clients.

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So I look at the time, solving the problem.

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If it's a time problem, if it's a money problem, making money, saving money.

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If it's a time problem, save.

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If it's a reputation problem, positioning, enhancing your reputation, saving you from

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reputation, disaster, that sort of thing.

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And there's other factors, but those are a few factors that just come to mind that you

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want to look at and identify the problem.

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You've got to have clarity around the size of the problem.

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Why?

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Because at the end of the day, you've got to identify the person or the entity or the

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business or the organization, the individual who actually wants to solve this problem,

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how big the problem is to them, how important solving this problem is, and then the value

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of solving this problem to the individual.

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The bigger the problem, the more important the problem, the greater the value of solving

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the problem to this potential client, then the more likely they are to be an ideal premium

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buyer.

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So this is the second factor that you want to look at when you're looking to identify

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who your ideal premium buyer is.

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And then number three, this is really important.

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Once we've looked at this and we've identified a few potential clients, this is where you

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want to dive deep and get to understand who gets the most value.

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Really important.

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So you've identified a few different people.

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I gave that example earlier on with this client of mine who had been working with, because

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yeah, a graduate getting their first job, getting on a graduate scheme, getting the

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job of their dreams.

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That's great.

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Someone who is a fresh immigrant coming into a new country, getting that first job and

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being able to sell it to Lynn.

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So it's a big problem for them.

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It's an important problem and it means so much to them.

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But this is the difference, right?

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How much value, it's all about who gets the most value.

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With a graduate who's getting on a grad scheme here in the UK, you'd be looking at maybe

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landing a 30,000 pound job as your first job, that's the reality.

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That's kind of like what a graduate would be getting on a grad scheme.

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Truth be told, it's kind of hard actually, because there's so many people who graduate

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every year who are looking to get on a finite number of grad schemes and they don't have

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a lot of experience.

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The same thing with the person who's an immigrant coming into a new market.

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It's a tough thing to be able to crack and break in.

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I'm not saying you can't help them, but you're going to see that a lot of the conditions

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that need to be in place for you to be able to get them those results quickly, time, or

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to be able to justify your fees is going to be harder for this lower end of the market.

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The other thing is not only do they will get some value, but they won't get maximum value.

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And the other thing is they just may not be able to afford you.

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Now look at the other market.

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Let's look at professionals who are looking to transition from working permanent full-time

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roles to working as freelance contractors.

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So this professional might be on, let's just say they're on 45,000 pounds a year.

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Now they're looking to transition to working as a freelance consultant.

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And maybe they're going to be earning between 300 pounds a day to 700 pounds a day, something

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in that region, maybe a little more, maybe a little less.

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Let's just go with 500 down the middle.

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So they're looking to transition to a 500 pound a day freelance contractor role.

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The reality is they're looking to transition to a job that's going to be paying them 10,000

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pounds a month pre-tax.

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Ask yourself this question.

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Which one of these people are more likely to pay you 3000 pounds for you to work with

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them over a two or three month period in order to land the job of their dreams?

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The fresh grad, the fresh immigrant who is just looking to find their feet, or someone

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who's on 45,000 a year who is looking to transition to six figures a year with your help.

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Which one of them do you think is going to see the value of your help and invest in 3000

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00:28:31,040 --> 00:28:35,600
pounds is not going to make them think, that's crazy, that's too much.

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Because they will get a greater return on their investment with you, even though you're

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probably going to put the same amount of energy, work, expertise in with these different individuals.

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But the return on investment is going to be significantly higher for your ideal premium

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buyer, which will justify the fees that they're paying you for your help towards achieving

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their goal.

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People might say to you, and this is one thing that people say to me a lot, they say, DJ,

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I hear what you're saying, but I want to help these people.

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I want to help these fresh graduates.

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I want to help these fresh immigrants.

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I have a heart for them.

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And I say to them, coach, I understand you.

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I have a heart for young people.

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Some of you may not be aware of it, some of you do know that I work with teenagers and

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I really work with them to help them just begin to position themselves for adulthood.

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I care about these people and I do coach them, I do support them, but that's not my business.

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That is what people may call a ministry or a charity.

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That's what some people might call doing pro bono work.

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But I love teenagers, I care about them.

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If I tried to build a business working with teenagers, how much would I charge them?

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They can't afford me.

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So I work with clients who can get maximum value out of my expertise and I can justify

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my fees because of the difference it makes in their businesses.

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But I can serve young people from a place of passion, from a place of ministry, and

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I don't charge them.

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And so, coach, as you're listening to this and thinking to yourself, DJ, I hear what

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you're saying, but I really want to help certain people.

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I care about them.

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I say, that's okay.

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That's you, the individual.

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But the coaching business owner, you, you've got to look at your wealthy place, maximum

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return on the time, energy and money you're investing in the marketplace.

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So you want to look at your ideal premium buyer, the ones who will get the most value

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out of your help, the ones who you will work with, the ones who you will be able to make

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00:30:57,360 --> 00:31:06,080
that big transition and the ones who will be both willing and excited and able to invest

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at the level you want them to invest and then serve the others as a ministry.

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Now the reality of doing this is what people call imposter syndrome.

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And I know that because I've been there.

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When you're looking to move from a market that's within your comfort zone and then start

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00:31:23,920 --> 00:31:30,520
serving people who are a different space and some people who might even be more successful

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00:31:30,520 --> 00:31:35,480
than you are, you can begin to wonder, do I qualify to serve these people?

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The truth is you do.

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During our next episode of the show, I'm going to continue talking about the wealthy place,

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but I'm going to really dive a little deeper in addressing how to expand your comfort zone,

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00:31:50,200 --> 00:32:00,960
eliminate imposter syndrome so that you can begin to serve your IPB powerfully and become

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00:32:00,960 --> 00:32:09,520
the proven recognized expert in that space where your IPB, your ideal premium buyers

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would not only be coming to you, but they'll be spreading the word about you to others.

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So you're getting business coming to you month after month after month.

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It's going to be a really, really wonderful one.

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I hope this has been good for you.

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Look forward to the next episode.

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Don't forget, right?

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If there's any coach who you know would benefit from this, share this with them.

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00:32:30,640 --> 00:32:35,840
Don't forget to subscribe to the podcast if you haven't and please leave a review.

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00:32:35,840 --> 00:32:38,920
I look forward to seeing you again during our next episode.

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00:32:38,920 --> 00:32:42,760
This is DJ Sabanjo and I am your coaching business mentor.

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See you in the next episode.

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00:32:45,120 --> 00:32:48,740
You have been listening to the coaching business mentor podcast.

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The podcast focused on giving premium business advice to heart led coaches, helping them

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00:32:53,920 --> 00:32:58,840
get more clients, help more people and make more money consistently.

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If you enjoy this episode, I'd like to encourage you to do three things very quickly.

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Number one, subscribe to this podcast.

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Number two, I'd like you to leave a review about the podcast and how useful it was for

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you.

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And number three, I would like you to share this podcast episode with three coaches who

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you know would benefit from this.

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Thank you so very much for listening.

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If you do want to follow me, you can find me on Instagram.

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It's DJ Sabanjo and I look forward to continue to be a part of your success story.

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Let's keep on changing lives and let's keep on making our world a better place and getting

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paid as we do so.

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This is DJ Sabanjo.

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See you on the next episode.