Graham Cochrane (00:10.304)
I regularly sell coach.
Graham Cochrane (00:15.402)
I regularly sell coaching that costs twenty seven thousand dollars and fifty five thousand dollars and beyond. And here's what most people selling high ticket won't tell you. I buy it too.
Graham Cochrane (00:36.118)
Last year I wired Myron Golden over $375,000 to be one of his VIP clients for the year. And I'll tell you right up front that I have made over $2 million in additional revenue running the plays that he gave me. But the money isn't the most important thing I got. It was a principle, really a handful of principles that changed the moment I hit send on the wire. And it's
The reason most people never get results from coaching, and I'll show it, and I'll show it to you in this episode.
And I'll show it to you in this episode.
Graham Cochrane (01:38.296)
I think it's really important that if you're going to hire someone for coaching,
Graham Cochrane (01:50.305)
One thing that I try to make clear is that I will never ask my clients to do something that I wouldn't do myself. I don't teach theory. I don't teach things that I don't do. The things that I teach and coach my clients to do are the actual things that I do myself. And that includes buying high-ticket coaching and group coaching programs and masterminds and the like.
Graham Cochrane (02:19.832)
And I'll tell you, as someone who's been in business for over 17 years now, I just celebrated my 17th birthday as a business owner. I have invested in myself through coaching and courses and communities and masterminds over the years at various different levels. And every time I leveled up my investment in coaching into myself, my business leveled up. I remember my very first investment in myself as a business owner.
was a $2,000 course. And I thought that was insane. I hired Ramit Seti, where I bought one of his coaching programs years ago. I didn't actually get hardly any interaction with him. I think there was just a little bit of a Facebook group, but it was primarily a $2,000 self-paced course. And I was so afraid to invest in that $2,000 course that I took him up on the payment plan, which was $200 a month for 12 months. So I put $200 in
That was 10 times the most I'd ever invested in myself because all I'd ever bought was $20 books at that point. So a $200 payment for a $2,000 course seemed insane to me. But here's what I did with that course. I took one idea. One idea. I don't even know if I finished the whole thing. One idea from that course. I implemented it in the next 30 days in my business and made $15,000 extra that I never would have made had I not known that play. So I got.
Easily my money back. I hadn't even paid for the whole program yet. That was my first level up, not only in my business, because it made me money, and now I own that play, and I've been running that play ever since, by the way. And I made a lot more than $15,000 off that one idea. But what changed in me was that I realized that the best investment I could ever make was in myself through learning and through coaching. So I've become obsessed with coaching and masterminds at every level.
I've paid speaking coaches, copywriting coaches, sales coaches, just general business coaches, mindset coaches. I have invested in coaching and high-level masterminds and groups for the last now probably 13 years or 14 years consistently. And every single time I increase the amount of my investment in myself, I increase the amount of my output in my business. So
Graham Cochrane (04:44.8)
I don't invest because I have to. I invest because I know that I will always play at a higher level. It makes me better and I make more money. So as we get into this conversation today, think about what's the highest investment you've ever made in yourself? And was it worth it to you? And what's the next investment you need to make to get to the next level? All right, let me really quickly explain how Myron sold me. How does
Myron sell a $375,000 offer. What do you get with that offer? What did that look like? And then I want to walk you through what I learned and what I implemented from working with him. So this is so important. Lean into this. I had been following Myron on YouTube for two years before I ever bought anything from him. For two years. And the first thing I ever bought from him was a $375,000 VIP day. Now think about that for a second.
That might be mind-boggling to you. It was to him. He literally told me when I joined, he said, Hey, don't take this the wrong way. But before you joined my program, I didn't know who you were. I'd never seen you buy anything, a book, a challenge ticket, anything. So you're saying you just followed me on YouTube for two years and then bought my most expensive thing? I was like, Yeah. And the reason why was because he had been selling me.
All along for two years with his YouTube content. This is why I'm so bullish on YouTube. I have been I've been on YouTube for 17 years and I preach to my clients every single week. You need to be on YouTube, and this is why you need to be on YouTube, because long form video content is a mini-immersion experience. When somebody spends 30 to 40 minutes with you, listening to you teach, learning your frameworks, learning the way you think.
They are being immersed into your world one 30-minute chunk at a time or hour chunk at a time or 90-minute chunk at a time if you have a long podcast. Every single time they're doing that, they are being sold on you. They're being sold on your premise, which is your unique way of solving the problem and delivering the promise. Right. There's a problem, there's a that you solve, there's a promise that you deliver, and there's a premise, a point of view, your perspective on how to solve that problem and deliver that promise.
Graham Cochrane (07:07.672)
There's a process, right? You're talking to the person. Notice how these are all P's, by the way. This is so simple. And you realize everything in business starts with a letter P, like a good Baptist sermon, right? And so I had two years to watch his videos, let the ideas sink in and go, what do I think about that? What do I think about that? So I'm I'm I'm observing and then
adopting his worldview and his beliefs and his premise on business slowly but surely. And every single week he's faithfully showing up. He doesn't realize it, but he is selling me and solidifying every single week that I watch that he's the coach for me. Now, I knew he was the coach for me within three months, but I waited a couple years because I was rolling out of some other coaching agreements, had a few other things going on, and I knew I knew I wanted to work with him at the highest level. I literally told myself, I
I will be one of Myron Golden's private clients and it's gonna be, I know it's gonna be a transformative experience for me. I knew that two years before it happened. So, how do you sell a $375,000 coaching program? You don't. You let people sell themselves on your coaching program by letting them binge your content for years and years and years. So when I jumped on a call, I applied and I got a a call right away from
Jeff, his brother, who at the time was a sales guy. Jeff has since gone to be with the Lord. And we miss him. He's an incredible guy, really kind guy. And he was my first person I ever talked to at Myron's company. We got on a sales call, and I'll tell you, it was the non cellliest, non salsiest sales call I've ever been on. Literally at one point, I love this. I'm talking to Jeff and the call went like this like, hey man, tell me a little bit about your business. I told him. He was like, Cool, man.
What questions do you have about Myron's VIP? He's like, Have you looked at the page? I was like, Yeah, I've looked at the page. He's like, Do you know how much it costs? I said, Yeah, I know how much it cost. He's like, Okay. you feel good about that price? I said, Yeah. I was like, tell me a little, I had a question about this and that and that. And he started to explain things and he Hey, hold on real quick. I'm getting real hot. I'll be right back. Let me take my shirt off. I was like, Wait, wait, what? Literally, I think Jeff put the phone down. I think his AC wasn't working. And I think he was like,
Graham Cochrane (09:27.106)
Taking the shirt off or changing. I'm not really sure. I I was literally just sitting there with silence for like three minutes on the phone. At one point, I literally thought it was like a ninja sales tactic to see if I would hang up or if I really wanted the offer. Like that's I was I thought they were playing mind games with me. I think literally Jeff was just really hot, needed to change his shirt. Cause he eventually comes back and says, All right, thanks so much, man. So sorry. It it was like literally three minutes. It was the weirdest thing.
I laugh about it. I think I told Myron that. I think I told Jeff that. But I was like, this is the least polished sales call ever had. Because, and here's why. Jeff wasn't trying to convince me. And if I were on a call with Myron, he wouldn't be trying to convince me. Because Myron doesn't convince. Because guess what? You can't convince people to buy your thing. Because people only buy your thing for one reason and one reason only. Because they feel like it. I felt like buying a $375,000 coaching program from Myron.
Because I had been persuaded for two years after being immersed in this content for two years. I knew that there's no one better than Myron. Myron's the best of the best. Why would I not want to work with him? I don't need to be convinced to work with Myron. The reason I'm on the call is because I want to work with Myron. So Jeff didn't try to convince me. In fact, if anything, he was like, Hey, are you sure you want to invest at that level? You could always join his King Solomon's court, which is his $55,000 mastermind. I was like, nope, I want I want to work with him one-on-one. I want the best thing he has. So
Think about it this way for you, just side little lesson for you. Your content is your sales call. I don't have to do sales calls. My content is my sales call. And when you do content right, you get people showing up in your world who are pre-sold clients. They are pre-sold on you, just like I was with Myron. I was pre-sold on Myron. Right? The next day after my sales call, Myron happens to live in my town. I live in Tampa. The next day after my sales call,
I said, I'm gonna go show up at Myron's studio and come because he was filming his his one of his videos. And I have a buddy that goes to his studio, and so I got the invite and the address and I went and I told Jeff, Hey, Jeff, I'm gonna be at Myron's thing tomorrow. And he's like, All right, I'll meet you there. And I'll introduce you to Myron. I say, Great. I just wanted to talk to him since I didn't get to talk to him on sales call before I sent him a lot of money. The amount of money I had just spent a few months prior on buying my in-laws a house, by the way. So it's like I buy them a house for like
Graham Cochrane (11:51.715)
350K and then I'm about to buy coaching for 375K. It's crazy. So I just wanted to talk to somebody. So I go to the studio. Myron teaches. And then afterwards, Jeff introduces me. Hey, Myron, this is Graham. I told you about we had a call last night. He's he's applied for your VIP. And I shake his hand, introduce myself. And here's here's what I'm expecting Myron to do. I'm expecting Myron to say, man, Jeff's told me a lot about you.
Love what you're doing in your business. I think we could really help you. I think we can get you to the next level. I think you're a couple just a couple tweaks away from hitting where you want to be, blah, blah, blah, blah, blah. I expected some kind of not sales pitch, but like future pacing. Imagine how amazing it's gonna be when we work together. That's what I imagined it's gonna be. Here's how it went. Myron goes, Well, it's nice to meet you. And it might be really cool to work together.
You know, what I don't if it's not a fit. It's not a fit. It's all good. Glad I could meet you. Thanks for coming out today. Okay. It was kind of like that scene in Dumb and Dumber, where he comes out of the gas station and he's like, big gulps, And nobody talks to him. He says, Well, see you later. That's that's what I felt like of like, okay, you're not gonna try to sell like I wanted him to sell me. That's how f fascinating it was. I was like,
Why doesn't he want me? Does he not want me in his program? Am I not good enough? You know? Are you not entertained? It's like, what I was so confused that it he didn't seem to want to close the sale. He w the he's like, I'm cool either way, man. I'm cool either way. And that's what got me. That's what got me to s to buy. Because he didn't need the sale.
He sure didn't act like he needed the sale. And it messed with me in a good way. Is that making sense? So let me let me walk through. I so I eventually said yes the next day, talked to my wife, and walk you through the this my decision making process. I'm gonna teach you the three lessons, the biggest lessons I learned from Myron, and then some of the results. and we'll land this plane. I ended up joining the next day. Okay. So I apply on a Wednesday, I'm on a sales call with Jeff. Thursday, I meet Myron in person.
Graham Cochrane (14:12.673)
He doesn't try to s sell me at all. It's awkward. The next day I'm in. Okay. So was I afraid to invest $375,000 in coaching? Yes. Right? The most I'd ever spent in coaching for one single program was $55,000. Okay. I'm a part of a mastermind. It's a $55,000 mastermind. I've done that for multiple years. And I've I've I've invested all the way up from
2,000 to 6,000 to 15,000, 20,000, 25,000, multiple 20s and 25s, and then 55,000. But I've never invested beyond that in myself and coaching. Okay. So it's funny, you're you're comfortable with whatever you've invested before. And so maybe you're like 55,000, that's crazy. It wasn't crazy to me because I had done it before, but it was crazy the first time I did it, but wasn't crazy anymore, right? But to go from 55 to 375,000, that's more than five times.
The level I've ever invested before. So was I afraid? Yes, I was afraid. my honest gut reaction to the number was I wasn't unfamiliar with the number. It wasn't like I didn't know what the number was. And that's what I appreciate about Myron. And one of the things I have learned, side note is a publish your prices. Like tell people what you're tell people what you're worth. Right. The reason I tell people that my inner circle is $55,000 and my VIP day is $250,000 is because I want people to know what I'm worth.
How I view my brand. And Myron does the same. He was like, yeah, it's like I'm not gonna lure you in and get you on a call and then reveal the price to you at that level. Like, you either want to invest at that level or you don't. So I knew the price. So I wasn't, I wasn't shocked about the price because I knew it. But the conversation with my wife was really important because she and I don't make big investment decisions without each other, right? I don't buy a car without her. I don't buy real estate without her. We don't invest in a startup without talking about it.
And same thing with coaching at a high level. I tell her, hey, I'm thinking about hiring this coach. I'm thinking about joining this mastermind. It's gonna be this investment. Even though it's my business, air quotes, it's not. It's ours because all of the money is our money because we're married, like the Bible talks about, to become one. That's the that's the design. We're not two distinct people. We are one unit. So it's her money, it's just as much as my money. And ultimately, it's God's money. So I gotta, I I'm accountable to God because it's his money, and I'm accountable to my wife because it's our money together. So
Graham Cochrane (16:35.167)
I had been praying all week as I was thinking about applying, and I felt God saying, Yes, the time is right. Work with Myron. I felt that was clear from him. And I wanted to make sure if if that was really coming from God, then I knew my wife would agree, right? Because God doesn't contradict himself and the Holy Spirit is in Shea just as much as it's in me. So if she said no, then maybe I didn't hear correctly from the Lord. So I always won't know that God's going to confirm things through other people that are walking with the Spirit. So I felt God saying yes to do it.
Sat down with my wife for lunch. It was that Friday. We do date days on Fridays. We don't work on Fridays. And so usually we go out to lunch. So we're at lunch in a beautiful courtyard of this Greek place we really like in town. And we're just eating brunch and having a great time. And I told her, hey, I told her I was gonna apply to work with Myron. I got on the call. Here's how it went. Here's the price. and here was the here was my conversation. I didn't try to convince her to do it. I said, look, if you don't feel comfortable with me spending this amount of money.
I won't do it. It's totally fine. But I want you to know that I believe Myron is the best that there is. And whatever he tells me to do, I am going to do it. And I am more than confident that I will make the money back in the very least. So it'll be as it'll be a zero cost. I know I'll make the money back. so I had told myself and I told her at worst, I have to make three hundred and seventy five thousand dollars back. That's it.
So and I I I let her know that I was gonna put in the work. And she was like, I'm totally fine with that. I trust you. Husbands, by the way.
Do you demonstrate to your wives through your actions, your words, your regular way you handle money, resources, the family responsibilities that you are trustworthy? Because if you don't, it's gonna be hard to get your wife to sign off on you wanting to do something like this, even if it's a good thing to invest in yourself at this high level, because they're skeptical, because they don't know if they can trust you. But if you have demonstrated that every time you invest in something, you squeeze the most out of it.
Graham Cochrane (18:42.005)
That everything you do with your finances, because I believe you are responsible for your family's finances. Whether your wife handles the the bank accounts or the paying the bills or you handle it, you're ultimately the head of your household. And so you're responsible. You're the leader. So leaders take responsibility. If you have demonstrated that you are responsible, you work hard, you pay the bills, you take care of the family, then you're gonna have a lot easier time getting your wife to sign off on investing.
Right, in in yourself in this level. And ladies, it's the same with you. If you're the business owner, I know I have a lot of clients where the lady is the business owner and the husband works normal job, but she makes more than him and she's the one investing in her coaching. It's the same there. Does your husband trust you that when you invest in something, you put in the work? 'Cause that's all that's all he or she could ask is that you put in the work when you invest. If if they trust you, it's gonna be an easier sell, right? And you wanna be unified, right? You don't want any resentment or disunity in your marriage, not worth it.
But some spouses don't understand the power of investing because everyone has a different money personality. and if they're not a multiplier, which is one of the three money personalities, they're gonna have hard time seeing the value in investing even $5,000 into something. But let me share with you the a core principle that happens every time I invest in myself. And it's gonna happen for you if it hasn't already, and it's gonna happen for your clients when you're selling high-ticket offers, which you should be. The transformation.
is in the transaction. Meaning the moment you level up is the moment you pay. Now why is that? And what do I mean by that?
The moment I present to a client, hey, it's $55,000 to join my inner circle and be one of my private clients in this group, they are stuck with a question, which is not, is this worth it? Is Graham's coaching worth it at $55,000? That's not the question. The question is, am I worth it? Am I worth investing $55,000 in? And that might be a hard question for them to answer. And so I love
Graham Cochrane (20:49.649)
making an offer and saying the investment is fifty-five thousand dollars and watching them struggle. Not because I'm weird or because I'm, you know, s sadistic. It's because I'm watching the the coaching already work. They're not even a client of mine yet, and I'm already coaching them by making them a high ticket offer, a premium offer. Cause now they're wrestling with the most important question that will dictate their future success or failure. Am I worth it? If you don't think you're worth it,
You're not going to be successful in the future. You have to, at a high level, believe that you are worth investing in your own money, other people investing in you, whatever it is, that you are worth it. And that's a tough question based off of your background, the way people have maybe abused you or treated you in the past. You might struggle with worthiness. It's not woo. That is very, very real. If you do not feel worthy of more success, more love, more wealth, more achievement, more happiness, you will self-sabotage.
And you will struggle. And so I'm not saying it's easy. I'm just saying the transformation begins the moment there's a transaction, even before the transaction. You're asking, Am I worth it? Am I worth it? And that's a question I want you to answer. Because the short answer is you are worth it. You are made in the image and likeness of a God who is infinite and amazing and creative and loving and all knowing and all powerful. And you are made in his image. You are not God, but you are you look a lot like him. And that means you have worth.
And value and so much to offer the world. And so you are worth it. If nobody's told you yet today, you're worth it, you're worth it. But that's the first question that you ask when you're about to invest am I worth it? The moment you pay, you've already made it. You've already got the transformation because you're locked in. People who pay, pay attention. If you get stuff for free, you don't pay. Like people that watch my free stuff and never buy something, they're not really paying that much attention. But people who pay, pay attention. People who pay a lot.
Pay a lot of attention. And the only way you're gonna get results is if you pay a lot of attention to your coach. That's the only way my clients get a lot of results, is if they pay a lot of attention. That is why I charge a premium so that they pay attention. If somebody gives me $27,000 or $55,000, you better believe they're gonna pay attention. And the moment I gave I wired over $375,000 to Myron, you better believe I started paying attention to everything he was saying. Even on his free YouTube stuff, I leaned in harder than I ever
Graham Cochrane (23:12.897)
Leaned in before. In his coaching portal, any video he ever filmed, I watched every single video. Does this make sense? Every coaching call I went to because I wanted to get my money's worth. I wanted to learn. I want to soak up everything. So I'll just say this: if you're scared to invest, you're not weird. You're just human. Because the world programs us to be minimizers and maintainers. And those two money personalities want to either hold on to money because they are afraid they're going to run out of it, because the world tries to scare the mess out of you.
Or you're the maintainer, which is your you spend money all the time, but not on your on investing. You spend money on stuff and it's gone because you've bought the lie that life is short, you might as well just enjoy and spend all your money. Now, you should enjoy your money and you should save some of your money. So actually, there's truth to both of those personalities, but when that's the dominant view of money, you never make more than you have. You never become wealthy or successful. Because to become wealthy or successful, you have to be a multiplier, which is the third money personality, and multipliers are investors.
They look at money and they know when money is gone, it's not gone, it's just gone to work. And they invest in real estate, they invest in stocks, they invest in startups, they invest in private equity, and they invest in themselves, which is the number one investment you should be making. I've invested in almost everything you can think of, and I've gotten pretty good returns. I'm a pretty good investor. And some of it's luck and timing. I have never gotten anything close to the returns I've gotten by investing in myself. Does it make sense? So
I knew that I just invested in a house for my in-laws around again, 320, 340K, whatever that house was. And then 375K I'm investing in myself. That house might have gone up by 50K, maybe in a couple years. My $375,000 investment with Myron has made me an additional $2 million in 12 months. I don't, I mean, that's a 7X return. I don't know what out there right now can give you 7X in 12 months. That's insane.
700% return. So anyway, be an investor. All right, let me share the three biggest lessons I learned from Myron. This is almost impossible to do because I have learned so much from him and continue to learn from him. He continues to be a mentor and I've gone to more of his events afterwards. I've spoken at some of his events. he's a dear friend and a man I really respect. And I've learned a lot also from him as a man, husband, father, and Christian that aren't even in this list, but I was thinking of what are the three biggest
Graham Cochrane (25:39.969)
Business lessons I've learned from him that have helped me print money and might help you. So let me pass them on to you. Lesson one, this one is maybe the most surprising to me. Group coaching is more valuable than one-on-one coaching.
My first coaching meeting with Myron, we both live in Tampa, so I I did it do them all in person. Went over to his office, sat down for two hours, maybe, showed him all my offers, how much I was making, size of my audience, where I'm at. The number one thing he said to me that first day was at the time, my one on one coaching package was fifty four thousand dollars. It was twelve months of one on one coaching with me. It's like a call every other week. And it included a VIP day. You come to Tampa and and do some coaching in person.
And I was selling that relatively regularly. I was doing a lot of focusing on one-on-one coaching at the time. I had shut down a mastermind. I had shut down a membership. And I stopped selling my courses and I was just focusing on one-on-one coaching, primarily because I wanted to. And second of all, I wanted to go more high-ticket. And third of all, I wanted to test out new frameworks and new ideas that were working for me and my business and see what would work for my private client. So then I could sell them to everybody else and teach them to everybody else. The first thing he said was, well.
From now on, never sell one-on-one coaching at $54,000 anymore. That is now your new group coaching rate. And I said, group coaching at $54,000? Who's gonna pay that, Myra? Like that was when he said that, my mind like exploded. Like, do you don't understand? I gotta get on sales calls and really warm somebody up to sell a $54. And I was proud of myself. I'd sold a dozen $54,000 offers. I'm like,
Isn't that awesome? He's like, Yeah, but it'd be more awesome if it's group coaching. And so I pushed back and said, Hey man, I appreciate that you that you see that in me and I receive it. But I shared my fear. I like, but people want one-on-one coaching. Are are they really gonna want to spend that kind of money on group coaching? He said, Yes, because group coaching is more valuable than one-on-one coaching. I was like, What are you talking about? He said, Look.
Graham Cochrane (27:48.633)
People think one-on-one coaching is is most valuable. And so you charge a premium for it because your time is is really valuable and you should charge a premium. But you got to understand, Graham, that people don't know what questions to ask you. So they hire you one-on-one and they don't know what questions to ask you. Put them in a group on a group call, someone else asks a question they never thought to ask, and they go, my gosh, I never thought about that question. And now they just got served.
And now they get some thinking about other questions to ask. They're literally getting literal more value because of the other people in the room asking questions they never knew to ask. And it dawned on me, well, that makes sense. Because I'll get on these one-on-one calls with my clients. And after a couple of calls, they've asked every question they know to ask. And I I do bespoke coaching. So I don't get up and say, I'm going to teach you all this random stuff. I'm like, what do you need help with? Where are you stuck? And they don't know what to ask. They run out of stuff.
So the back nine months of our coaching year was always pretty chill because they're like, I don't know what else to ask. And I can't help you if you don't know what to ask. And so it dawned on me, my gosh, groups are more powerful. So that was a huge reframe for me. I took my one-on-one coaching all the way up to $250,000. And I created two group coaching programs. my highest level one is my inner circle, it's $55,000. And then I have another one, it's my accelerator, it's $27,000.
and that is where I put all my emphasis in the last 18 months is in group coaching programs, two group coaching programs. And it's just changed the game. It's way more fun for me, way less work for me, way more valuable for my clients, and I know it's more valuable for them because they're getting better results than my one on one clients were getting. When people are sharing their wins, when people are sharing their fears, when people are sharing their questions, everyone in the room is leveling up.
So put your people in a group. It's more helpful for them. It's more valuable for them. And yes, your group offer can and should be a high ticket offer. Okay, that was number one. Number two, people buy payoffs, not your pieces or your process.
Graham Cochrane (30:05.25)
The way I think about offers is that there's four Ps. You've got the pieces. These are the things you get. You get these many videos, this amount of calls, you get these workbooks I designed and lovable. You get to come to this event, you get this AI prompt. You get you get you get the pieces. Okay. There's the process. Here's my unique methodology. Here's how I take you through this step, this step, this step. And you probably have trademarked the name. Okay. Then there's the person, who you are. I'm so credible because I have a TED talk or a a
Best-selling book, or I've got a certification, or a degree, or I've been doing this for 20 years, or Oprah says I'm amazing, right? The person. But people don't buy any of those things. They buy the payoff. What does your coaching do for me, Graham? What does it do for me? So do you know what the payoff is that I sell? I'll get you to $100,000 a month working 20 hours a week or less. Do you want that or not? Most people say, I want that.
That's what they're buying, because that's what I'm delivering to people. They don't care if if they get to come to a certain number of calls with me. Are they going to mad if it's 12 calls versus 24 calls if they get the result? Are they going to be mad if they can't even c jump on a call? They have to send a a carrier pigeon. And I send a carrier pigeon back to them. But if we did that and you made $100,000 a month working 20 hours a week, do you do do you care? Probably not, because the payoff is all they really care about.
And so I know that at one level, but watching Myron do it, whole nother level. Myron, I I I spoke at one of Myron's events in LA. I think it was called Wealth Accelerator Live. And he spoke a bunch of times. I spoke. My friend Omar El Tacrori spoke, another one of Myron's past clients. a few other speakers, Garrett Gunderson spoke.
Some awesome people came in to speak, right? one of the things I was excited about for that event is watching Myron sell a $25,000 offer from stage because I knew what he was gonna sell, I knew what the whole two-day event was about. People bought a ticket, but he's ultimately gonna sell a two a $25,000 offer. And when and I knew the offer, I knew the pieces, I knew the process. it's a piece of the offer I got. Like I was a part of it, so I know everything that they're gonna get. Watching him sell it was very instructive.
Graham Cochrane (32:28.748)
Because he did not tell them a single thing about what's in it. People had no idea what's in it. All they knew was that it was gonna make them incredibly wealthy and transform their family and their lives. And the only other detail was that it was an in-person event for two days in Tampa. That was it. $25,000. They had no idea what they were gonna learn. They had no idea what the process was gonna be. They had no idea. And I remember talking to him about that. I was like, I feel like you didn't really explain anything. He was like, that's on purpose.
Because the moment you start explaining your process, the moment you start explaining the pieces they get is the moment they tune out because it sounds hard. It sounds long. It sounds like a lot of work. And nobody wants to spend $25,000 to do more work. They are willing to spend $25,000 to improve their life and make more money, save money, save their marriage, right? Get rid of their anxiety, get rid of their back pain. They're willing to spend money on a
Payoff. But every moment you're not speaking about the payoff is a moment that they don't feel excited about their future and is a moment they start to go, this is gonna be lot of work. And some of you will spend a ton of time on your sales pages and your sales calls talking about the pieces, talking about all the stuff they get, and you're losing the sale. The more you talk about the stuff, you're losing the sale. So watching Myron do that, it's the way I was sold his $375,000 program. I didn't know hardly anything.
But he speaks in terms of payoffs. He teaches payoffs. He sells payoffs. I don't know what the details are. I'll figure it out when I get in. And that changed everything for me. That made me over-index on payoff and under-index on all the stuff you're gonna get. And in real time, I've seen that play out in my life where the coaching calls and the sales presentations where I over-index on all the stuff you're gonna get and under index on how it's gonna change your life. I lose the sale. So people buy payoffs, not your pieces.
Or your process. And then number three, this one is the most powerful of the three. The more leaned out you are, the more they, your prospect leans in. The more leaned out you are, I don't need this sale. The more they lean in and say, I want to buy this from you. I want you to sell this to me. This is so paradoxical to me. And I experienced it with Myron, and I've seen him do it.
Graham Cochrane (34:56.428)
And I've adopted this sales mentality and it's a game changer.
You have to believe, and I learned this from Myron, that they, the person you're making an offer to, whether it's one to many on a webinar or a challenge or on stage or it's one to one on a Zoom call or a sales call, you have to believe at your core that they need your help way more than you need their money.
And the reason that's true, and you can believe that, is because if you have a good offer, you know it's going to transform their life. And you know they have a problem that you can solve because you've solved it for at least yourself, if not for other clients. So you know they need your help. They've said I need your help, but you don't need their money. Well, grand, I need I need money. I'm running out of money. No, no, no, no, no. No, you don't. You don't need their money. You can get somebody else's money. You don't need this person in front of you right now to buy, because someone else will buy.
It doesn't have to be them. Does that make sense? So you don't have to put all your hopes. I hope this person buys. You don't have to hope anything. You can know, especially if you learn how to do this the right way. And this is stuff I teach inside of the 10K offer challenge, which I'll link below if you want to come grab a ticket to that and learn how to craft your 10K offer and sell high-ticket premium offers. I can teach you how to do this, but you're gonna know that your offer is good and people are gonna buy it. You just don't know who.
Is gonna buy it. I don't ever know who's gonna say yes to my offers when I present them. And sometimes I'm crazy surprised by the people who do. It's the people that I don't think are gonna buy it. That's not for us to decide. Right? Like it's not up to me to know who's gonna buy, when they're gonna buy, or why they're gonna buy. It's just my job to present offers. I make invitations, I make offers, and people say yes or they say no. I'm never stressed about I hope this person buys because I don't need them to buy because someone else will.
Graham Cochrane (36:47.278)
But they need my help. The only reason they're on my call or in my challenges is because they need my help. And you gotta remember that. They need your help way more than you need their money. And what's crazy is when you believe this in your body, like not just intellectually, but in your body, you believe this, they can sense that energy. It's a very leaned out, relaxed, and very attractive energy. Remember when you were in middle school or elementary school or high school, and there was
That girl or guy that you liked. And if you were trying to talk to them all the time and like, hey, you want to hang out? Or hey, hey, hey, they got leave me alone. Ugh. You're all you're like, you won't you won't give me any space. But the moment you pretend like they don't exist, look the other way, act like you're not interested, is the moment they're interested in you, right? Like, like, why does this happen? Because people want what they can't have.
And don't want what they can have. And so when you act like, hey, I don't really need this sale. I'm not really trying to pressure you. People get confused and they're like, well, I want you, I want you to choose me. Right. Just like when I met Myron in person after I'd applied, and I was like, Are you not gonna try to sell me? Like, I wanted to be wanted by Myron even more. This sounds weird, right? But I I I admire him. I'd been watching him for two years. I wanted him to be like selling me hard because I wanted to feel the attention.
But ironically, the fact that he didn't give me that attention and didn't sell me hard made me desire to be one of his clients even more. Because I was like, what is up with this guy? He does he's gotta be loaded or just not care that he's not even trying to sell me hard. And I respected that. And I wanted to learn how to do that. So I've watched him do it. I've adopted that mentality and it's changed everything. Am I perfect at it? No. But man, it gives me so much peace where I believe.
That if I have an irresistible offer, my ideal client's gonna want it every single time. Whether they have the money for it, and they everybody has the money for it, by the way. If they want it bad enough, they'll find the money for it. And you know this is true. If you want my coaching bad enough, you'll find the money for it. Or anything you want that's expensive in your air quotes, you'll find the money for it. If you want it, how do I know? How many of us have ever bought something we can't afford? Right? It's called a car.
Graham Cochrane (39:07.35)
It's called a house. It's called college tuition in America. Right? How but how did we afford it? We found a way. Because we wanted it bad enough. We found a way. We didn't go, I don't have enough money for a car, so I won't get one. No, if you want it bad enough, you will find a way. And so people always find the money if they really want it bad enough. So I I I know I've got an offer that people want. And if they want it, they're gonna find the money for it. So it's either that they're not willing to find the money for it, or it's just not the right timing.
And that was the case with me and Myron. I knew within three months of watching his content on YouTube that he was the guy. It just wasn't the right timing for me. And I had the money, it just wasn't the right timing for me. So I'm so leaned out. Right? I just had a a sales call with someone from my inner circle, my 55k offer. It's the only one I do sales calls for. She's a perfect fit. That's why I saw when her application came through. That's the only reason why I got on a call, because she's a perfect fit. She already knew the price, she already knew everything, but I just got on a call, heard her story, answered any questions she had about the program, about a payment plan option.
And I like, look, if it's a fit for you, let's do it. I'm excited to help you. We'll get you to 100K months and working 20 hours a week or less. If it's not a fit for you, it's nice to meet you. Like I literally am not sad about it. The next day I get an email, I'm in. I'm in. Right? So there's no pressure. And when there's no pressure, people feel respected. They feel treated like a human. And then they actually want you more and they want your offer more. So the more leaned out you are, the more they lean in.
Again, in review, I paid Myron over $375,000. I made my money back in 90 days. So made it all back in 90 days. And I've since made $2 million plus. I couldn't even add up all the other stuff, but the numbers I could find, at least $2 million extra dollars from directly from stuff that Myron told me to do. Right? Not stuff that already had in the works, just stuff like brand new stuff Myron told me to do.
An extra $2 million. Would you like an extra $2 million? Would it be worth it to you to spend $375,000 if you got an extra $2 million? Yes. Yes, yes, yes, yes, yes. That is the way we need to think about investing in high ticket coaching. The reason I feel very comfortable offering a $55,000 inner circle offer to people is because I know if they're the right person and they apply themselves, more on that in one second when we land this plane.
Graham Cochrane (41:37.133)
They can easily 10X their money. In fact, one of my inner circle members, Alex, joined in February, paid $55,000 to be in the program. He's come to three calls. I've counted three calls. So he's he's barely there. Why? Because he's he's a busy entrepreneur. Am I sad? No. Is he sad? No. And here's why because after call one, he took one idea that I gave him, ran with it, and generated an additional $490,000 of business from one call.
He almost 10x his investment in week one. Do you think he's sad about not coming to all the calls? No, because he 10x his money. This is how I think about premium coaching. It's an investment. You put the money in, you know you're gonna get it back if you do the play, but you're gonna get way more back. And then what's great is that not only do you make the money back and then the extra money that comes in, you now have the play and you have leveled up to be the person.
That can run that play over and over again and keep making money with it. So, yes, was it worth $375,000? Yes. And I'd write that check again tomorrow in a heartbeat. Now, let me talk about this real quick. This is something that's so important. There's two reasons why let me a people ask, Graham, wh why is your coaching
Worth it? Why should I invest with you? Or if it's not me, someone else. In this case, why Myron? And the short answer is you get what you pay for. But there's two reasons why you get what you pay for. Number one, better coaches do cost more. Right? Someone asked me in my coaching call in my accelerator group today: why should people hire coaches in an era of AI when you can just talk to Claude or ChatGPT or Gemini or whoever or Muse or whoever you like?
And kind of have real-time coaching for free or for $20 a month for the pro plan or whatever it is. Why? And was like, look, you're gonna get some good stuff with a free chatbot, very helpful stuff, but you get what you pay for. That chatbot knows a lot of information. That chatbot is not a human, that chatbot is not a world-class coach, is not a world-class expert in the space. That chatbot has access to information, but is not the same as a coach. So you can you get good results with that?
Graham Cochrane (43:58.965)
Absolutely you can because of the second reason I'm gonna give you in a second. But there is a reason why premium coaches charge a premium. If you've ever hired a $1,000 coach, you've gotten $1,000 service. If you've ever hired a $10,000 coach, you've gotten $10,000 service. If you've ever hired a $100,000 coach, you will get $100,000 service. There is a difference at every level. And that's fine. I think this is great that there's coaches at different price points for different people, but who you hire matters.
If you hire one of the cheapest in town, you know that's not the best. If you hire one of the most expensive in town, you know they can't be the worst. Because the the the worst can't be the most expensive. Doesn't mean they are the best, but you know they're definitely not the worst. And so there is a reason why good poke coaches cost more. The way I think about it is if I want to go to the top, I want to work with people at the top. I can I can find a cheaper coach than Myron and I'll get there slower.
But the reason I pay more is because I want faster results and I want certainty of results. And you get speed and you get certainty when you work with premium coaches. You don't get that with bottom-level coaches, and you certainly don't get that with AI. So you get more speed, more certainty. So better coaches do cost more. But here's the kicker: this is more important than that. Because you may not agree with me, and that's totally fine. I don't try to convince you. When you pay more, let's talk about you. When you pay more, you pay more attention. We said that earlier, but people who pay pay attention.
But people who pay a lot, pay a lot of attention. When you pay a lot, you pay a lot of attention. And that's what you need if you want results. When you've invested in yourself to the tune of 10,000, 25,000, 50,000, 100,000, 375,000, you have way more skin in the game. And when you have skin in the game, you do the work. You do the work. And you have to do the work to get results. Myron didn't do the work for me.
Myron didn't just give me $2 million. I made that $2 million. But the reason I made it is because I was so leaned into what Myron said. I'm gonna do whatever Myron says. And by the way, anytime you hire a coach, don't disagree with the coach. Don't argue with the coach. Don't dismiss what the coach says and say you've got a better way of doing it. You don't. That's why you hired them. Do everything your coach says. And then after you've done everything they've said,
Graham Cochrane (46:24.662)
You can decide what you want to keep and what you want to toss, but don't ignore what they're saying. Do everything they say to the T. There's a reason your coach is telling you to do it. So when I hired Myron, I'm like, for the next 12 months, I'm gonna do everything this man says. And that's what I did. Am I different than Myron? Absolutely. Do I agree with everything Myron and how he does it, why he does it? No, we're different people. He doesn't agree with me on everything. But that's not the point. The point is.
I want to learn from a guy who's at a different level than me. And I want to get there faster. And it's not just I want to learn what he does, I want to learn why he does it, how he does it. I actually, deeper than this, I don't even have time to get into this episode, is I hire coaches at a high level, honestly, to model their thinking. If I could just start to think the way they think, I'm sure my life would look a lot more prosperous than it does now. So I I'm getting so much out of it. So Myron.
Just in case you're wondering, is he the real deal? 100% the guy's the real deal. Myron is one of the kindest, gentlest, most humble people I know, who's also confident. And maybe that rubs some people the wrong way. It might be his private jet. It might be, you know, the car, the Rolls-Royce, it might be the rings, it might be the $20,000 suits. Like, if that rubs you the wrong way, that's fine. Again.
I don't have a private jet. I don't drive a Rolls-Royce. I don't wear flashy rings or suits. Like I'm wearing Viore joggers, some Nikes, and a Viore shirt, right? Like we're we're we're different people. Like, but just because he's confident and wealthy doesn't mean he's braggadocious or a jerk or a scam artist or just cares about money. Myron is one of the most committed husbands, fathers.
And Bible teachers I've ever seen. And he just loves nothing more than teaching and having somebody apply it and their life improve. Like you can just watch his passion for teaching this stuff and working with his clients, and he just wants people to get it. He just wants people to get it. So whether it was me in the private jet with him, back and forth to LA or where do we Idaho, right? Boise.
Graham Cochrane (48:45.696)
Whether it's in in the events that we would run together, whether it's just on coaching calls or me going to his office and getting one on one coaching, whatever it was, having dinner, having breakfast, having meals, every interaction, I saw a man who's confident about who he is, confident in his purpose, and committed to helping people win. And you couldn't ask for anything better in a coach. And if you're thinking about that for yourself, that's who you need to be. You need to be an open book. He's a very open book. You need to be committed to your clients winning.
And you just gotta be, you have to be so obsessed with the thing that you do and teach that you would do it to an empty room. And I think that's Myron to a T. All right, let's land this plane. I'll say this way How did I get successful and make over two million dollars working in Myron's coaching program? It wasn't Myron. The reason I got results isn't because of Myron.
It's because of me. And I say this with all humility. If I hadn't gotten results and I I got on here and was like, Myron Golden's a scam, it wouldn't have been Myron's fault either. It would because be because of me. You see, he told me from day one, and I tell my clients the same thing. He said, Graham, if you're going to be successful in this program, it's not going to be because of me. It's going to be because of you. You're going to do the work.
And if you're not successful in this program, it's not gonna be because of me. It's gonna be because of you, because you didn't do the work. A coach's job is to be the guide. The guide's job is to show the hero the way. So Myron showed me the way. Here's the plays, here's the psychology, here's the mistakes I I want you to avoid. Here's this, this, this, this, this. He can't make me do it. I had to go do it. So the reason I was successful is because I did the work.
But I ran his place. When you hire a coach for the love, do the work, run their place, be committed to not only making your money back, but making a multiple in your money. Because there's a reason why that coach is in business, because he or she gets results. People who work with me get results. They go from six K a month to 76K a month. They go from 20K a month to 100K a month. They have
Graham Cochrane (51:07.662)
100K days, $250,000 months. They make $50K in their first 30 days. These are real things that happen to my real clients when they work with me. Because I am a I am a legit coach that knows how this stuff works. I've been doing it for myself for 17 years. And I continue to get better. Why? Because I have coaches. Because I haven't stopped learning. Because I haven't stopped putting myself in rooms with people that are way better at this than I am, that are playing at a higher level than I ever will play. I
want to continue to expand and grow and multiply and level up, not only for myself, but for my own clients. Right. As I become a better guide and more valuable guide, I can serve my people at a higher level. And the same is true for you.
Remember, the transformations in the transaction. The moment you pay, you've already been transformed. Because you got skin in the game. You're committed. You're going to fight and do whatever it takes to get that money back. And you should. You absolutely should. I tell my clients, you pay me $25,000, $55,000, $100,000, $250,000. You fight and get that money back in the first three to six months. Just get it back. But then build a thing that just prints money in the back end. Like
Think about recouping your investment first and then getting all the the proceeds on top of that, all the return on investment on top of that.
So I don't know if you're thinking about hiring Myron. Can't sign off on him enough. I highly recommend anything Myron's ever done. and if you've worked with him, then you know. And I hope that something in this episode was useful to you as a lesson, as the thing things I'm learning and have learned and continue to learn. I hope this has been helpful to you as you think about making premium offers to your clients. And again, two resources. One, if you haven't come to my signature event, I run a five day coaching experience on Zoom.
Graham Cochrane (53:00.11)
It's called the 10K offer challenge. If you've never dialed in your offer, and if you've never sold anything high ticket, like I'm talking five, 10, $20,000, and that scares the mess out of you. You're like, who would pay me that? A lot of people. You need to come to this event. We'll fix that once and for all. You will not only understand how and why people will be happy to pay you $10,000 or more, but you will walk out of that five days of coaching with your own $10,000 offer.
in hand and some of you will have even sold it by day five. How crazy is that? So come to the event. I'm going to link to it in the description or the show notes below. And if for some reason those dates don't work for you and you just want to start somewhere, pick up my book, The Effortless Business. I teach a lot of frameworks in here that I teach my $55,000 clients. you can get this for $29 plus shipping and handling at effortlessbusiness.com. It's not for sale on Amazon or anywhere else. So pick it up at effortlessbusiness.com. I'll link to that in the show notes in the description.
As well. and speaking of Myron in that book, Myron was kind enough to not only endorse the book, but write the forward. And I'll say the thing that was the biggest compliment to me from Myron. Well, two things. One, when I was writing the book, I said, Myron, I've written a book. I think you're gonna love it. and I would be honored if you'd be willing to read it and endorse it. And when I told him the name, The Effortless Business, he said, Dang it. I should have written that book. That's such a good title, right?
so I took that as a compliment. Second thing, one of the things he said, and I put it on the book, is that this book is a masterclass on business optimization. And that's how I wrote it. It'll take you two hours to read it. It's 150 pages. If you implement what's in this book, it is like a a action packed masterclass on how to optimize your business and take it to the next level. So hopefully one of those resources or both will be a great next step for you.
To at least get into my world a little bit more. Let me pre indoctrinate you a little bit more and and persuade you to think the way I think and do some of the things that I do. And the reason I want to do that and brainwash you is because it's brainwashing that'll make you a ton of money, cut your work hours in half. And who doesn't want that? Okay. I hope this episode blessed you. Have an amazing rest of your day. I'll see you on another episode real soon.
