Graham Cochrane (00:01.804)
If you want to grow your business this year, I want to save you a lot of time and stress. There are only five ways to grow a business as I see it. Everything else that people obsess over, the algorithms, hacks, posting more, working harder, it's just noise. So I've grown multiple multi-seven figure businesses and every revenue increase I've ever had came from turning one of these five dials, sometimes even just slightly. So in this episode,
I'm gonna show you what those dials are, how they actually work, and how to know which one you should focus on this year so you stop guessing and start growing on purpose.
Graham Cochrane (00:58.06)
If you're anything like me, it's the new year, it's 2026 right now, and I'm like, let's go, let's take over the world, let's improve everything in my business. I want this year to be better than last year. And some of y'all had a good year last year, and you wanna be even better this year revenue-wise. Some of you had a bad year last year, and so you don't wanna repeat that. And so if you're disciplined and you love goal setting and you love taking the castle, as it were, taking the hill,
then you're probably coming into the new year guns a blazing and you're like, I'm gonna do everything better. I'm gonna do all the things and you're gonna download all the strategies into your brain and then what's gonna happen is in 30 to 60, maybe 90 days, depending on how resilient or AKA stubborn you might be, you're gonna burn out, you're gonna crash and burn and you're gonna be irritated for two reasons. One, because great results usually don't happen overnight and so we can give up a little too easily, but two, you probably,
get irritated because you're diluting all your focus on all these different things and you're like, I don't even know if they're working and there's 17 other things that I'm supposed to be working on or doing or strategies or tools or whatever because we are flooded with ideas. So my goal for you today is to simplify and empower you. So what I'm gonna do is we're gonna take away all the fluff of all the business and all the hacks and strategies that everyone's talking about and underneath it all,
The way I see it, and everyone looks at it little bit different way, some people see four, some people see five, I see five dials that are available in your business that you could turn up at any point with intention to increase revenue in your business. And the purpose of showing you the five is to show you that this is all business is, no matter what comes and goes, this is it, right? These are principles that are true, no matter what industry you're in, no matter what year we're in, no matter what tool is available or what AI is doing.
These things are the truth about what's gonna grow revenue in your business. So I'm gonna simplify it for you by showing you just the five and then get this. You don't even have to turn all five. In fact, you might just wanna look at the five that I present to you today. Pick the one that is most exciting to you or most aligned with where you are right now or one that maybe is already, you're on the path towards working on it. Then go all in on that knob or that dial. And if you have the bandwidth, dial up all five.
Graham Cochrane (03:21.518)
or you know what, dial up one a month or one a quarter this year. You're gonna win either way, okay? So is that okay if I just simplify it for you? Let's pretend you're my client and we're sitting down, you came to Tampa to have a VIP day with me, I would look at these five dials and I say, where do you wanna start? Okay, let's get into it today. Dial number one is more eyes, getting more attention, more traffic. Some people call this lead generation.
But if you zoom out even more, before you can even get leads, it's how do you get in front of more eyeballs, in front of more people, right? This is the one that most people think about, I wanna grow bigger, I wanna be bigger on social media, I want more followers, I want subscribers. But functionally, we're just meaning getting in front of new people. Not the same people that we've been getting in front of, but new people. So I wanna give you some examples, and I wanna simplify this for you.
Getting more eyes, getting in front of new people could mean getting on new platforms. It doesn't have to be, but it could mean, let's say you haven't been on YouTube yet. This could be the year you go all in on YouTube. Let's say you haven't gotten on podcasts, like as a guest, gone on podcast tours. This is what I have a lot of my clients do who are like, hey, I'm the world's best kept secret in this area. Nobody knows about me. like, you gotta go, not self promote, but you have to go have meaningful conversations
in front of other people's audiences so that they can learn about you. They're not gonna find you unless you are showing up in their world. So one way to do this is to guest on people's podcasts. And there's whole strategy on how you get on people's podcasts. Don't overthink it, don't worry about it right now, but if that's something exciting to you, there's ways you can do that, right? And we don't have time to go into that today, but going on other people's podcasts. Collaborations, a great way to get in front of new people.
and get on new platforms is to collaborate with other people. Because here's, at the end of the day, there's three ways to get an audience. And I'm basically walking through these examples. You can build your own audience. You can buy someone else's audience or buy an audience through paid ads, and you can borrow an audience. So building your own audience is, hey, I'm gonna start my TikTok. I'm gonna start a podcast. I'm gonna start a YouTube channel.
Graham Cochrane (05:42.944)
Or if you haven't started and you haven't really done much with it, like it exists, you're go all in on it, right? That's a possibility. Buying eyeballs and buying an audience is paid traffic. And that's a viable way to do it. It requires a different set of skills, it requires a little bit of intentionality, it requires learning something new, but literally you can buy Facebook, Instagram ads, Google ads, YouTube ads, LinkedIn ads, whatever. But you're paying to get in front of those platforms audiences.
Okay? That is a legitimate way to do that. That's one way to get more eyes. Borrowing an audience. This is one that I was starting to talk about with the podcast tours and collaborations. Most people, it's underrated. Most people do not leverage borrowed audiences. Organic traffic, in my opinion, is way more valuable than paid traffic. It's warm, there's trust built. It's so much easier to sell to, so much easier to do anything to. I'm not saying you can't do that with paid traffic or you shouldn't do that with paid traffic.
But I'm saying if you had to pick between the two, the best traffic to have is organic because it's like gonna convert way better. The second best to having your own organic traffic is borrowing somebody else's. So this might be your play this year is how can I take my message, take what I do, take my talking points, my frameworks, my contrarian points of view, the things that I'm already sharing with my audience, how do I take that on the road as it were?
and get in front of other people's audiences. There are people either with your same type of audience or in periphery audiences, peripheral, one of the two peripheral, that have done the hard work of building up a loyal audience. And they are looking for content, they're looking for powerful conversations, and they can pass the baton of trust over to you so that their audience goes, I've never heard of Graham.
but because I listen to Shelly and I love her podcast and she's having Graham on, he must be great, I will listen to Graham. And now they've heard about me because Shelly, they trust Shelly, now Shelly's passing on that trust to me. Does this make sense? One of the most powerful things you can do, it's not an overnight thing, but you start to leave your digital fingerprints all over the internet in different pockets in different audiences, okay? So that's one way to do it is to borrow an audience.
Graham Cochrane (08:06.156)
And then again, your own platforms, your own organic content is going to be your best long-term traffic engine. Because it's not just traffic, it's authority building, it's trust building, it's something that I call a trust funnel, and it's really just having a place where people can come and experience you and build that trust long before they ever buy from you so that it makes selling so much easier. You don't have to put people in sales funnels, you just let them figure out that you are what they need.
and they need you way more than you need their money and then selling becomes easy. So the reframe for you here with the attention dial, the more eyes dial is most people think growth equals more content and I'm a content guy so I'm always talking about content and I love content but that's not really what we're after. Growth actually means better distribution.
So if you're already having a good content rhythm of your own, and some of you aren't, but if you already have a great content rhythm of your own, it's probably not more content, it's distributing your content, your message, your frameworks into better places, into more places, more arenas. Take the show on the road. Does that make sense? So, a lot of you, this might be the dial for you. You don't have a sales problem, you just have a visibility problem. And if nobody knows you exist,
It's hard to make a lot of money. Make sense? And even if you don't care about the money, which I think you do care, you should care about the money, I care about the money, even if you care about just reaching more people and helping people, if they don't know you exist, you can't help them. Okay? So that is one of the money dials for your business. If you're making $10,000 a month right now and you could double the amount of good eyeballs that see what you're doing, without changing a thing, you could functionally double your business from 10,000 a month to 20,000 a month.
just by focusing on that dial. Heck, most businesses don't grow by 10 % a year. If you just dial that up by 10%, you could increase your business by 10 % just by getting more eyes. But that's only one of five dials. Dial number two is just to raise your prices. Just charge more. This is the dial nobody does. It's so funny, people create an offer or a product or service and they wrestle with
Graham Cochrane (10:23.182)
What should I charge? What should I charge? And they finally come up with a number. However they make up that number, they usually just copy what someone else is charging in their industry. And once they've come up with a number, A, it's not a great number, but B, they never change it. They never think to change it. They just assume, okay, that's what I charge now. Now how do I get in front of more people? And I started with the more people because that's the thing everybody wants. That's the thing everybody understands. But this is the one that'll actually print money for you. This is the one that'll make you the most money. Like literally this week, I'm in the middle of my 10K offer challenge.
and I'm literally helping people craft high ticket offers that are irresistible. Because people are trying to sell $300 courses when they could repackage what they know into a $10,000 coaching program and skyrocket their business working half as much. And so I have an entire event dedicated to help people raise their prices, but it's not just charging more, it's making a better offer and how do you structure an offer that's irresistible. So I'm in the middle of that right now this week. So if you're not in the challenge, you missed out this month,
But go to 10kofferchallenge.com, I'll link to it in the description, the show notes, and come to my next one. Like I do this live, especially if you get a VIP ticket, then there's only a handful of those that I'll sell once I sell out there out. Then I can do some group coaching with you live before everybody else comes into the main trainings, and I can help you with your offer. This will change your business this year faster than anything else. But the reason is that when you charge more, you can serve more powerfully, and you don't actually have to do more. This isn't about,
working more. And this is why it takes a few days sometimes for people's brains to get this inside my challenge. Because people think, well, if I'm going to charge a lot of money, I got to throw everything in and do all this stuff. No, you're missing the point. That's not what people pay for. So a big part of charging more is better positioning. So do you actually know what you're selling? Like, do you know the payoff that your client will get after buying your thing?
or working with you, are you speaking in generalities around the payoff or are you speaking right to this is what you're gonna get? This is what's possible for you if you do what I say. The sharper and the more clear and the more basic the language but specific and it's a payoff they want, the more irresistible it is and you haven't even changed what's inside of it. So get really clear on the position and get really clear on the transformation. This is what people wanna buy. It's 2026.
Graham Cochrane (12:49.09)
Human beings are the exact same as they were the last 2000, 5000, 10,000 years, wherever you wanna go. All people want is transformation in their life. That's it. They don't want your workbooks, they don't want your videos, they don't want your coaching calls, those are all pieces. What they want is to transform. They wanna be different tomorrow than they are today. They want their relationships to transform, they want their bank account to transform, they want their mental health to transform, they want their physical health to transform. Does this make sense?
They want transformation. So are you selling that? Are you articulating that? Or are you just talking about the stuff they get? So we wanna position it, focus on outcomes, focus on transformation, and focus on premium packaging. So here's an idea for 2026, stop selling courses. I'm not saying you shouldn't have a course. I'm just saying stop focusing on selling courses. Sell something premium. Courses are not a premium offer these days.
Everybody has a course, everyone's bought a course. It feels like a stiff arm, like I'm not really gonna get transformation if I watch a course. Now that's not true. You can give people transformation in a course, but that's not how it's perceived anymore. So what is perceived as valuable to people? Well, I'll give you some ideas. VIP days. If someone came and spent a day with you, that feels very premium. An accelerator, a group that's focused on fast results.
and intensive. Notice this is just language by the way. Functionally these could be events, this could be group coaching, but acceleration, intensive, those are words that connotate faster transformation, which goes back to what people want. They want transformation and they want it now. And they're willing these days, I think, to do the work. They're willing to show up for a two day implementation event. They're willing to.
come for a VIP day, they're willing to do a 90 day accelerator if it means they can get results faster, because what they've been trying has been slow. So sell speed, sell intensity, don't make it easy, actually sell hard. I think people are attracted to having to do some work, so create some friction there. We're like, look, if you're serious, not just curious about transforming your life in this area of your life, then you wanna work with me inside of my whatever, so package it in a more premium way.
Graham Cochrane (15:16.524)
At the end of the day, you can charge almost whatever you want because it's really based off of the value that it creates and once you realize how valuable what you have is, you'll charge higher prices. If you're undercharging, it just shows to me that you don't really understand the value you provide, which is sad for you and for your clients. So the first thing I would do if you were my client is help you see the real value you provide in a tangible dollar amount, even if you're not in a dollar making industry.
I would ascribe a dollar amount to it so you realize, what I do is I create $100,000 worth of value in somebody's life. That makes charging $10,000 for a coaching package a lot easier, right? But if you don't understand the value, they won't. And if they don't understand the value, they won't pay the price. People are willing to spend the money if they see the value in the thing. Does that make sense? So if you just, you could take dial number two, which is charging more, raise your prices.
Raise your perceived value in the marketplace. And ironically, one of the ways you raise your perceived value is by raising your prices. It is the most fascinating thing. You might actually increase your conversion rate by raising your prices. But you could focus on that this year and say, I'm going to become a premium provider. I'm going to put on premium packaging. I'm not gonna be Walmart. I'm not gonna be Amazon. I'm not gonna be fast, cheap. I'm not gonna be the race to the bottom. I'm gonna be.
I'm gonna be the Rolls Royce. I'm going to be the Ritz Carlton or whatever. I'm going to position myself as more premium. And if you slowly turn up that price dial, you could double your business with actually less work and you'll attract better clients. If you want more of that type of strategy, very practical, and you wanna walk away with your own $10,000 high ticket offer that's irresistible, that will sell without having to do sales calls, come to my next 10K Offer Challenge. If you missed it this week, you missed it. Come to the next one.
Go to 10koffertchallenge.com. I've got the next dates up for when I'm doing this event. It's probably the most powerful work I do when I do these events. So come, it's virtual, it's five days, you can tune in from anywhere around the world. You gotta be there. Get in the room, it's gonna be awesome. All right, dial number three, create new offers. Okay, I know you're trying to get more leads, that's dial number one, more attention. You're trying to increase the prices of your main offers, which hopefully you are. That's dial number two.
Graham Cochrane (17:36.014)
But don't just sell that one offer or the core offers you have. Maybe this is the year you create something new, bring something new to the market. selling new stuff is one of the smartest ways you can grow your business. Now, you can also quickly dilute your brand by having way too many offers. I totally get that. So there's an extreme here. But every once in a while, bring something new to the market. Your people and the market in general craves novelty, craves new.
Create additional ways for people to spend money with you. So it could be a premium version of what you already sell, like a higher tier. It could be an event that you sell, maybe you've never done an event. And an event can be a lot of different things. We'll talk about those in a moment, but an event could be a weekend retreat. An event could be a paid virtual event, like a four hour master class or a multi-day challenge like I do. Maybe you've never done high touch coaching.
one-on-one or even group, maybe it's only been digital products or courses, bring a coaching offer to your people. You can license other people's offers and products. Maybe write a book. My new book, The Effortless Business, comes out just a couple of weeks. Can't wait to tell you about it. That's a product, right? Write a book. Take your frameworks, take your strategies, put them in a new format and give something, because what's amazing is people who buy your course and your coaching are still gonna wanna buy your book.
So make something new to sell. Revenue often plateaus not because demand stops, not because they don't like you, but because your offer stopped. You stopped creating new offers. And you might find, if you've been in business long enough, I've been in business for over 16 years and I have realized that you can have a best-selling product and there is a cycle, there's a life cycle to almost everything, almost everything. And you either have to reinvent that offer
fresh packaging, update, new take on things, or you have to bring new offers to the market because people crave new. And here's a cool thing. I view my job as an entrepreneur through a lot of lenses, but one of them is as a creator, a creative. I get to create cool stuff to serve other people. And so you get to benefit by bringing something new to the market. Does that make sense? If you're selling the same old thing from five years ago, there's nothing wrong with it. If it ain't broke, don't fix it.
Graham Cochrane (20:02.049)
But if you're getting bored and you're like, maybe it's time for you to benefit by creating something new. Bring something new to the market because it forces you to summon your best self, as Brendan Bouchard would say, and bring something fresh and new. So again, you don't need more leads necessarily. You could ignore the leads dial that we talked about, dial number one. You don't need more leads if you don't have enough offers. Maybe you just need more offers and better offers. Try something new this year that you haven't tried. Bring something new to the market.
Don't build a ton of new stuff, but bring something new. Turn that dial up, now you have something fresh and new to sell to your existing people, and maybe to the people who never bought something from you because they didn't want what you had first. I'll give you a quick example. I remember when I launched my first mastermind years ago, it was at the time, it was a $15,000 mastermind. The people that joined it initially, I looked inside my CRM, my Kajabi back end to see who they were, their email, and I realized most of the people that joined my mastermind
don't have any of my other products. They don't have any of my courses. They haven't been any of my membership sites. And I remember asking some of them like, this is the first thing you ever bought from me, a $15,000 thing? They said, yeah, I didn't want any of other stuff. I've been waiting for you to bring out this type of offer, because I want to work with you. And that's when it dawned on me that just because someone hasn't bought something doesn't mean they won't buy something. I just maybe haven't brought an offer to the market that they want to buy. And it's the same, it's probably true for your people. Okay, that's three of the dials we've got.
more attention and leads. We've got raise your prices, be more premium, and then we have create more offers. Okay, bro, those three could print money for you, but we're still not done yet. We got two more. All right, dial number four is sell more to your existing customers.
Graham Cochrane (21:47.778)
We're so focused on more people. I need more leads so I can sell them my same old thing. Or I want to build more stuff. Great. But let's go on a campaign, number four, to look at who's already bought something from me. Just pull up your Kajabi or your CRM or wherever you keep your list of customers and say, who are my customers? Who's bought at least something from me? What else could I sell them? And am I intentionally, strategically, and through automation, offering those people more?
The best way to make money is to sell something to someone who's already a customer. Depending on what studies you look at, existing customers are seven times to 16 times more likely to buy something else from you. Or it's seven times to 16 times easier to convert an existing client than it is a prospect who hasn't bought something from you. So the easy money is selling something to an existing customer. Examples of how you could do this within a systematic way
are number one, upsells. And let's just call it cross-selling, because that would include upsells, downsells, and order bumps. When somebody buys your thing, do you have anything else for them to buy at the checkout counter? Remember when you go to the grocery store and you went to the grocery store because you wanted something, you got the thing you wanted, you put it in a cart, an actual cart, you put it on the conveyor belt, and they're boop, boop, scanning it in. What's right in front of you? Just real innocuous, there's no pressure,
There's a whole thing in front of you while you're waiting for them to ring you up and it's got gum and it's got candy bars and it's got mints and it's got trashy magazines and it's got the news and it's got whatever. Little toys, Pokemon cards, depends on where you are, right? Random stuff that you could add to, oh, let me just grab that and throw it on there. That's called an order bump. An upsell is when you buy the thing, you pay for it, and now that they have their credit card information, typically in the digital space, it takes you to another page and says, hey, thanks so much for buying.
before you go, would you like this other thing? And it's usually more expensive. You're selling them up into something else because you're like, can see that you really want this thing. I'm also hosting an event or also have this coaching thing or I have this other program that pairs perfectly with what you just bought. Would you like it? And they can say yes or no. And if they say yes, great, you just made more money just by offering it. Just like a waiter or a waitress when they...
Graham Cochrane (24:14.658)
bring you the menu and you're ordering something, they also ask, would you like other things? Would you like an appetizer with that? You may not have mentioned an appetizer, but they'll just ask you those three simple words. Would you like? Would you like an appetizer, Mr. Cocker? You know what? I think I would. Yeah, let's do the charcuterie board, right? Or would you like to see the cocktail menu? I would like to see it. Would you like to see the dessert menu? Would you like another cocktail, Mr. Cocker? Would you like another? Would you like? And I can say yes or no. That's all an upsell or an offer is.
They can say yes or no. So if they say yes, great, you made more money just by offering it to them automatically at checkout. If they say no to the upsell, usually you can take them to a downsell. Okay, that means you may not wanna spend that much. Would you like this other thing that's less expensive? And a lot of people go, yeah, I'll go for that. And if nobody goes for it, it's fine. You're not gonna get everybody, but you can add revenue. You will add revenue guaranteed to your business just by having an order bump, an upsell, and a downsell. So that's a simple thing you can implement today. Number two is have ascension paths.
people who buy something, what's the next step for them? Always think about your interactions with clients and prospects as serving them powerfully and then giving them a next step. Now that next step might not be paid, but there should be paid next steps somewhere in your program. So let's say somebody buys your course, inside that course, offer them a next step. If you're enjoying this, if you're getting value out of this, here's your next step. Join my coaching program, right?
If somebody joins your coaching program, like I have a coaching program and it's not cheap, but it really does help people that are maybe beginners or really wanting to scale up. They wanna get up to $50,000 a month and they haven't quite hit that level yet. If they buy that, but they really wanted to be in my inner circle and they get to a revenue level where that makes sense, depending on the timeframe of when they joined, I'll let them upgrade into my inner circle, which is a $55,000 group.
by applying what they've spent on this other high-ticket coaching program into their fee to get them in there. It gives them a path to ascend, like, hey, I know you already spent this money with me, you invested with me, and if you want basically to add the inner circle to your order, let's upgrade you, since it's close enough to when you joined, so you don't have to pay the full price, and give them a path. Just show them how they could spend more with you if the next step makes sense for them, right? Invite them to something that invites them to something that invites them to something. We'll talk about this a little bit more in a second in our last dial.
Graham Cochrane (26:41.346)
But ascension paths, what's the next thing? And if you don't have an ascension path, and not everybody goes linearly up the path and ascends, but you should have a next thing. If they don't have that option yet, because you haven't created it, this is your year to create something even more premium, and then something even more premium. There's always something else for your best people to ascend up to, because your best people are going to want more of you. But another simple way to sell more to existing customers is just renewals.
Either put people in a recurring revenue continuity program, membership site type thing, or when their program, coaching program is coming to an end, have an automated renewal system. Give them a discount to continue for year two with you or something like that. Like make sure you're not letting them walk away like it's over. Give them the opportunity, again all it is is an opportunity, to continue to work with you. Would you like to do year number two? I'd love to give you a discount if you stay in the group for another year. And then,
Again, talking about the Ascension Path, a lot of you haven't created that real premium thing. And if you haven't created that real premium thing, look at your top 20 to 100 customers, people that have spent, however you want to look at that, whatever that amount is.
and look at the total amount they've spent with you, like lifetime value. Like here's a fun thing you could do. Take your top 25 customers based off of lifetime value, LTV. In Kajabi, you can sort them by how much money they spent with you. And then let's look at what is the average that they have spent with you over their lifetime of being a customer of yours. So let's say you've been selling $300 courses and a membership site for like 100 bucks a month or something like that. You might have for your top 25 people,
that they've spent $2,000 lifetime with you or $3,000 lifetime with you. A simple thing you could do is create something that costs at least $2,000 $3,000, but probably double that as a new mastermind or a coaching option and just bring it to those people and say, hey, Jim, you're one of my best customers. You've purchased this, this, and this. You've been in one of my communities. I'm so thankful for you. Hopefully you found a lot of value in that.
Graham Cochrane (28:54.476)
I want to tell you about something really cool that I've just created. It's this new mastermind, it's this new coaching group, it's this new inner circle, it's whatever. And it's gonna help you take what you're doing already to the next level. And I'm gonna limit it to a certain number of people or I want to work closely with people in proximity or whatever. I want to get you this transformation and work with you for the year or for six months or whatever it is. Would you be interested in hearing more about it? And invite them into a conversation where you could offer them something premium. Sell something to existing customers. Your easiest money
is already in your ecosystem. And the way I like to think about it, no offense to my non-customers, but the best customers you'll ever get are the ones you already have.
Right? And they deserve your best. Keep serving them. Don't wrongly assume that they've already bought something, they don't need anything else from you. It's the opposite. Super fans, super customers, brand loyalists, if they bought something, they likely want more and they would buy more if you only offered them more. So sell more to existing customers is dial number four. And let's wrap it up with money dial number five for your business this year, which is better selling environments. Better selling environments.
You might have the best offer on the planet and they might be a great fit, but where and how you are selling this offer can make a difference. So what I'd love to do is give you an example of how easy it is to sell in the right environment. Okay.
Let's say, I'll just ask you a question straight up. If I sent you an email and said, hey, would you like to work with me one on one, come spend a day with me in Tampa and we would map out how to make your next million dollars in the next 12 months in one day? And you're like, yeah, that sounds great. And I'm like, it's gonna be $100,000.
Graham Cochrane (30:54.542)
You're like, no thanks. I mean, maybe you say yes. And if you want to say yes to that offer, let me know. I have to see if you're a good fit. But in all seriousness, most people would say no to an email. No thanks, I don't want to give you a, thanks for the email. But I've sold a handful of $100,000 offers relatively easily without convincing anybody because the environment. So number one, I'll give you just one example. I was at an event.
Just attending a mastermind event, not my mastermind. These are all high level entrepreneurs that are paid to be there. I was just attending, but my friend was running the event, Chad Johnson, it a John Maxwell event. He was running the event and he just needed somebody to fill in for a breakout session. He's like, Graham, could you do a breakout on digital marketing? I said, sure. I wasn't supposed to be a speaker there, but he said, all I need for you to do is just teach on something for 10 minutes to a small breakout.
for people that are interested in digital marketing and then open the floor to questions for 20 minutes. So I just whipped something together, pulled some notes on my iPhone and just taught some high level things and then like let's just open it up for questions and I can sort of popcorn around and coach you. And there was a gentleman in the front row who asked the first question. He looked irritated the whole time. I said, yes, you sir, what's your question? He said, I'm so irritated. I'm like, well, I can tell. I can read all of your face.
He's like, because I've learned more in the last 10 minutes than I have in the last 10 months of hiring a big PR firm to help me grow my digital footprint to sell more of my business. And I was like, sorry? Is that a compliment? Is that a question? I don't know, I'm sorry. Anyway, he comes up to me afterwards and asks, do you do coaching? Because I didn't even pitch anything. I'm just there to serve my friend Chad. I'm in this mastermind at the time. I'm just a member. He comes up and says, do you do coaching? I was like, yeah. I was like, well, what do you?
What do you really need help with? Like where are you getting stuck? He talked for 20 minutes about what he's trying to do and why he hired this big PR firm. And I instantly knew after him talking, not me, him talking for 20 minutes, how I could help him probably make millions of dollars, at least a million, but millions of dollars. Right? Not because I'm great, but because he had some really good things going and he just needed some certain things. So he was very curious to know if I could help him. I said, yeah, I totally could help you. Here's what we would work on.
Graham Cochrane (33:16.622)
this is where I'm really good, this is what I can help you do, this is what it would look like. I have a VIP day offer, it's $250,000, it includes these other things that I don't think you need. I don't even think they would help you. So what if we take all those things away and we just do a simple eight hours together, you and me, 100K, we'll figure this out. He said, when can you send the contract? So that was very easy, $100,000 sale. Why? Because
It was a better selling environment and I wasn't even trying to sell. It was an environment where people had paid to be there. So they were very invested people. That means a very warm leads. They're all the right people. They're entrepreneurs. And I served them first. I taught, I served, I didn't even make an offer.
It filtered for the people in the room, they're like, I need more of what he has, to the point that he came up to me and asked, do you do this kind of work? So all I had to do was listen to what his real needs were. It was like a mini application, like, okay, can I help him? Yes, I can help him. Here's how I can help him. Offer him a transformation in a certain area. He knows what it's worth monetarily to him, and I made him an offer. He said yes. So.
These are the type of environments you wanna be selling, especially high ticket offers in. What could this look like? This could look like creating your own paid challenge or it could include a paid master class. You can use webinars to a certain degree. The problem with free webinars is that if it's free, people don't really take it seriously. If it's paid, people take it seriously, right? People who pay, pay attention. And people who pay a lot, pay a lot of attention. So,
presenting an offer to someone who's already paid to be in the room, even if they didn't pay you to be in the room, as I just illustrated, is very, very powerful. Mastermind Dinners, I did a whole episode on how I went out to Vegas for a couple of podcasts and decided to host five people for an intimate dinner coaching Mastermind Experience. And I charged $3,000 for these five people to come. They flew in from all over the country, came, had dinner with me. And then after the coaching them for three hours, having an amazing meal,
Graham Cochrane (35:38.318)
I offered a $25,000 offer and three of them took me up on it. So by being out there and creating this environment, I made $90,000 just having dinner with some really cool people. And I was gonna be there anyway, but that was it. I wasn't walking up to people, do you wanna give me $25,000? Do you wanna give me $25,000? No, I was creating a better selling environment and the inside of that selling environment making an offer. Does this make sense? And the reason why all of those environments work is because they're high trust rooms.
Again, it goes back to trust. No one's going to give you $10,000 or $25,000 or $100,000 or whatever you want to charge, because you can charge whatever you want to charge. No one's just going to give you that money unless they trust you. So how can we get people to trust us? Number one is to serve them powerfully for a long period of time. That's why I'm a big fan of long form content. But even more powerful than that is put people in a room where you can then build trust. Serve them powerfully. Have an event.
Go to someone else's event, serve those people powerfully, and then make an offer. Or invite them into a world where they could find out about your offers afterwards. Sales don't happen because of convincing. Or even really persuading, although persuasion is not a bad thing. Convincing is a bad thing. That's like, you don't want this, I'm gonna make you want this. Persuasion is you already wanna do this, I'm just teeing you up to make it easier for you to say yes. But I don't even think sales happen because of persuasion. I think they happen because of the environment.
So create a better environment where people absolutely want to say yes to your offer. When people feel safe, when people feel clear, and when people are committed to changing their life, and you present an offer in that environment, you'll crush. Okay, so creating a better sales environment. Just gave you high level, some ways to think about it. So in review, five dials. Get more attention and more leads. Great dial.
Charge more, become a premium provider.
Graham Cochrane (37:41.326)
Create some new things to sell that you haven't created yet. Start to sell more of your stuff to your existing customers that are the easiest ones to convert. And then create better selling environments for all of your offers. There is a buffet for you. Take your pick. Pick one, pick three, pick four, pick all five, I don't care. But here's the thing, you actually don't have to turn all five at once.
It would actually probably be more strategic for you to pick one of those five dials, the one that feels the most exciting to you, the one that feels the most aligned with where you are right now, and decide to get really, really good at that one dial. Do that for the next 90 days and see what happens. And then maybe pick a different dial for the next 90 days. Think about quarters. You could focus on one dial per quarter and in a whole year have really dialed up four of the five dials. It's just a thought. So here's your invitation. Which dial
are you already ignoring the most? Like you know you're ignoring that dial. You're haven't even thought about that dial. And if you want to leave a comment below on YouTube, let me know which dial you're ignoring. Which dial would move the needle the fastest this year for you? You know where you are in your business. You know what you've already been working on, what you haven't. Which dial would move the needle the fastest in your business this year? And then finally, which dial matches your season of life or your energy the most? This is so important. So, so important.
Again, my new book coming out here in two weeks, The Effortless Business. The big part of having an effortless business, what does it even mean? A big part of having an effortless business is being energy-fueled, not effort-fueled, and building your business around your energy. What gives energy, what takes away energy. And that changes from personality to personality, and that changes from season to season. So you can literally pick a revenue-growing dial for your business based off of your energy in this season of life.
Simple, right? So let me know in comment below which one you're ignoring and you're like, I should probably pay attention to that. And maybe which one you're gonna go all in on at least for the next 90 days. I'd love to hear from you. And if you listen to this on your favorite podcast app, Spotify, Apple Podcast, wherever, message me on Instagram. That's the only place to hang out online with social media. So go over to TheGrahamCochran on Instagram and message me privately and say, hey, listen to this episode. This is the dial I'm gonna turn this year. I'd love to hear from you. Have a conversation.
Graham Cochrane (40:03.63)
I hope this blessed you, I hope this helped you. Have an amazing start to the new year. Let's freaking go, 2026, let's take it by storm. Or whenever you're listening to this and watching this, you've got it. The dials are in front of you. Pick one to turn and watch your business grow.
