Graham Cochrane (00:03.276)
What if you could have all the income of a coaching business without being stuck on client calls all day? Now picture it an open calendar, a real vacation where you're not checking your phone, no more ending the week exhausted from back to back calls. And most coaches think that's a fantasy because that's just what the job is. No, it's not, friend. There's always a better way. There is a way.
to build a high paying coaching business where you never have to get on a single one-on-one call. And in this episode, I'm gonna show you exactly how.
Graham Cochrane (01:17.58)
I'm a huge fan of being an online coach, being a coaching. I'm a huge fan of the coaching model, whether you call me a consultant or a coach, whatever, it is a great business model because it's high margin. It takes no infrastructure other than a website, maybe, and a Zoom account to deliver and fulfill. It's
Flexible, I can take the business with me. I don't need a team or staff. It's such a great business and it's easy to start because you can command high fees and have a handful of clients and make meaningful money. And that's why I encourage a lot of my clients to become coaches or consultants. If you have created transformation for yourself or other people in the past, you can sell that transformation to other people through your coaching and consulting. It's a great, great model.
The problem is that once you get into it, and especially once you become successful at it, you become trapped because you are literally selling your time. You are selling blocks of time in your calendar to answer all the questions and have all the clients, and even 10 clients can become 10 calls a week if you have weekly calls. It can become overwhelming very, very fast. And so what I see.
Are many coaches and consultants who start a business and they start to find their ceiling at $150,000 a year, $250,000 a year, even $500,000 a year. Now that might sound like a great ceiling to you, but I'm speaking to you if you've been there and you're capped at $200K, $300K, $500K, and you're like, I would love to keep this gravy train running. I would actually love to take on more clients, but I can't because I'm already maxed out. I already have
30 calls a week. And you know you can't do those back to back to back. You need breaks. That's why you probably can't do more than 20 to 30 calls a week because you need time to go to the bathroom, time to eat lunch, and time to just breathe for a second and shift from one client to the other. So there is a limit to how many people you can take with one on one coaching. So normally what one on one coaches do if they're smart is they raise their prices. And you absolutely should have premium prices if you're doing one on one coaching. That is a luxury.
Graham Cochrane (03:39.872)
One-on-one coaching is a luxury and it's a luxury that many people are willing to pay for in every industry and niche. I see it in every industry and niche. I have that vantage point as a business coach. The problem though is that's not the model you want to stay with. So if you feel like I can't scale with this, you're right. If you feel like I can't take a week or two off, I can't take a vacation because I got these client calls, you're right. What are you gonna do? Double up, triple up, do 60 hours of coaching one week so you can take a week off? Just
Lose a client or say no money, you don't do calls one week. The problem with this model is you think it's the only way. You think it's the only way to be a coach. So, what I want to share with you today is my favorite model. This is a million dollar year coaching business with zero one on one calls. And I'm gonna tell you the vehicle right up front, and then I'm gonna handle any objections and I'm gonna show you how to do this because I've done this multiple times and I help my clients do this. Here's the vehicle high ticket group coaching.
A high-ticket group coaching program. That is your way out of here. Okay, I can hear the objections through the camera right now. Number one is people won't pay for high-ticket group coaching. Or they won't pay very much. And let's just talk about this because this is very, very important. If you believe this, it reveals that you don't understand what people will pay for and you don't understand what people are paying for currently. First of all,
People are not buying you. You are not for sale. You shouldn't be selling yourself. That's what most coaches do wrong. They sell themselves. I am a high performance coach. I am a mindset coach. Buy time on my calendar. Buy a block of calls. Buy six months of my time. They're selling the wrong thing. Nobody wants to buy you, and you shouldn't be for sale. You are worth more than that. So, first of all, you're not for sale. Second of all,
You're not selling your time. They're not buying you, and they're not buying time on your calendar. Your time is not for sale. Your time is worth way more than what they could ever pay you. What people are buying, and if anyone's ever hired you, it's not because of you. It's not because they want to spend time with you. It's because they want an outcome. They want a very specific outcome or result or a
Graham Cochrane (06:07.629)
Payoff in their life, and they believe that you are their best chance of getting them that outcome, that payoff, or that result. You are a bridge, nothing more, nothing less. And that's great. That's good news. You're not the product. You are not the offer. And if you're having a hard time, by the way, selling coaching, if you're a beginner coach, having a hard time selling coaching, it's probably because you're selling it as if you're selling yourself. Hire me.
Hire me for three months. It's not what people want. They don't want to hire anybody. They don't even honestly want to work with a coach. My clients, when they work with me, I help them get to $100,000 a month and cut their work hours to 20 hours a week or less. That's a payoff. That's an outcome. That's a result. That's what they want. They don't really want time with me. They just want that. If I could give you
A little red pill that you could swallow, and then the moment you swallow it, you begin making $100,000 a month and your work hours are cut down to 20 hours a week or less. You would buy that over buying coaching with me any day, right? Why? Because it gets you to the result faster. Nobody wants one-on-one calls. Nobody wants your coaching. They want what your coaching can do for them. Does it make sense?
This is a very important distinction because if you don't understand this, that's why you're trapped. The moment you realize, wait a second, they're not buying me, they're buying an outcome, they're buying a payoff. It forces you to do two things. One, get very clear what is the outcome or the payoff that I sell. Do I even know what that is? If you don't, you need to work on it. And if you want a resource, go back a few weeks and watch or listen to the episode on becoming irresistible in your industry.
You need to help craft your own I help statement. Once you do that work, I mean most people suck at this, myself included. When you do this for the first time, you're like, I don't know. I do all these things. That's your problem. You don't do you do one thing. You help people get one payoff. That's what your brand's all about. You got to get that clear. Once that's clear, they want that. Once you realize that people aren't buying you, they're not buying your time, they're buying an outcome or a payoff. You realize that as long as your group coaching program gives them that outcome or that payoff.
Graham Cochrane (08:25.661)
It don't matter to them what the format or fulfillment looks like as long as they get the payoff. You're still selling the same thing. So let's talk about the other objection. People think group coaching is less valuable than one on one coaching. I submit to you that group coaching is not only not less valuable than one on one coaching, it is more valuable than one on one coaching. Well, granted, that doesn't even make any sense. Sure it does. Here's why.
When people jump on a one-on-one call with you, they don't know what questions to ask. They don't. They they they have questions, but they're the wrong questions. Have you ever experienced that? I mean, if you're a coach, you know you've had clients, well-meaning, smart people, they get on a call and they're asking you a question. You're like, you know what? I understand why you're asking that question. That's not the right question for you. At this stage, this is really what you need be asking. You ever felt that?
I get that all the time. People jump on calls with me and they'll ask questions about the color of the button on their sales page. They'll ask questions about what font. They'll ask questions about what's the best website builder program to use. Should I use Lovable or Replit? Should I use Kajabi or Go High Level? Bro, you are asking the wrong questions. But that's what humans do. So imagine you're on a one-on-one call and somebody asks you those questions.
You're gonna answer their question. If you're a really good coach, you're gonna try to answer the question, but then steer the conversation where they really should be going. But here's what group coaching has that one-on-one coaching will never have: other people on the call. When people are in a group and someone else asks a question, all of a sudden your clients realize I never thought to ask that question. That's a good question.
And now they're thinking about the answer for themselves and they're getting value because someone else asked a question they never thought about asking. I mean, that happens with my clients all the time. They get on a call, someone asks a question about Graham. If I'm on a one on one sales call with a potential high ticket client, I should I send the invoice immediately after the call? When do I follow up with a payment link? And I'm like, bro, you should be making a deposit. Make them make a deposit on the call.
Graham Cochrane (10:48.802)
Someone else goes, I never thought to ask about the deposit on the call. Like someone else's question led to an insight for your client that they didn't even think to ask about, because we don't know what we don't know. And so that's the power of being in groups. That's why I love being in groups. Because I go, not only because I want to ask my own questions, but I pay attention to the other questions other people ask. I go, I never thought about that. So you actually will provide more value to your clients by putting them in a group.
Always, always, always, always. I believe my group coaching programs are more valuable than if you hired me one-on-one. Well, Graham, why do you charge $250,000 for one-on-one? Because my time is worth that easily. If you're going to try to lock me down for the day, because my $250,000 offer is a VIP day here in Tampa. You come to Tampa, spend a day with me. We map out your next two and a half million dollar move over the next 12 months. You also get to be in my year-long inner circle and my accelerator program, and you get to
On my YouTube channel, and we can promote whatever you're doing. You get a lot of cool things. You can message me for the year. But if you're gonna take up a day of my life, you're gonna pay. You're gonna pay because my time is worth a lot more than $250,000 for the day. Even if that means I want to just go watch more Marvel movies with my daughter Vera, because that's more valuable to me than $250,000. So, yes, I charge a premium for one-on-one, and so should you. But here's where it gets good.
When you replace your one on one coaching with group coaching at the same price that you're charging for one on one, which you should do by the way, hint hint, all of a sudden you can charge an a crazy premium for one on one in case someone's like, Look, I appreciate the group, but I really want to work with you one on one, great. That's an option too. So if you're charging currently $10,000 for one on one coaching, that should become your group coaching price.
And maybe your one-on-one is 30,000 or 50,000. If that sounds crazy to you, this is why you're stuck. I'm trying to expand your thinking to show you the way out. I don't want you to be trapped. I want you to have a really open calendar. Look, today as I record this, it is a Thursday. And this is the first day I've been in the office. I had nothing to do on Monday, nothing to do on Tuesday, nothing to do on Wednesday.
Graham Cochrane (13:16.226)
Thursday's really the only day these days I'm in the office now. Every other Wednesday I come in for a call with my inner circle group, but Thursdays are the only day I'm in the office because that's when I have a coaching call with my accelerator group. That's when I film this podcast. I answer a couple of emails. That's all I gotta do. If that sounds crazy to you, and and we'll do easily three million dollars this year, that's what I'm talking about. The bulk of that.
Is group coaching programs. Okay. I shifted away from low ticket years ago, like courses and memberships and all that stuff. And I even shift away from doing one-on-one coaching because I used to do one-on-one for $54,000. I don't do it for $54 anymore. I do it for $250,000. I shifted everything into two groups. I have a $27,000 group and a $55,000 group. That's that's where I play. And that's where I bring transformation to my clients. Okay. So
The same is gonna be true for you. Whatever you're charging for one on one becomes your new group coaching program. And then you create a higher ticket program for one on one. That's the goal, right? Okay, let's unpack how to do this. Cause you might think, Graham, I don't even know what would I don't even understand. What would a group coaching program look like? Very, very simple. There's three things your group program needs. Number one is video curriculum. Graham, isn't that course? Maybe if you call it that, but you don't want to be teaching live because it doesn't help your people.
You want a playbook. You want to think of your group group coaching program as a playbook. You you pay, you join, whether you pay 10, 20,000, 30,000, whatever it is, you're in the group. Now you get access to my playbook. And it can be a series of video trainings that if you run these plays, you will win and get the payoff that you want. Inside of my programs, the video curriculum I have, if you do what I say and teach you in those videos and never interact with me in your life, you will be able to reach a million dollars a year working 20 hours a week or less.
It's designed for that exact purpose. I I taught it in such a way you do not need to ask me a single question. And that's the frame I would have in mind for you as you film your video curriculum. And pro tip, by the way, don't film this and upload it to a portal. Teach it live to your clients the first round on Zoom. Allow them to ask questions at the end of your teaching, capture that whole Zoom call and make that the video module. It'll be a way better.
Graham Cochrane (15:42.485)
training for everyone else because you'll be bringing real teaching energy because there's real people in the room and their questions right after you finish teaching, let's say you teach for 30 minutes or 45 minutes, you open it up for 30, 45 minutes of questions, their questions instantly create more content. They instantly improve the content in real time and all of that's captured for all future people that join. So my coaching program right now, if you join today, you get access to the 12 weeks of the the accelerator trainings. I taught those live originally
over 12 weeks. But now they're all recorded. So the great thing is because they're recorded, you don't have to wait. My clients don't have to wait. They can jump in and they can binge or they can jump in and skip to the video module that's most pressing for them right now. Like if you want to learn how I close $55,000 deals, you're gonna you could jump right to that video training and learn my belief based selling system where you don't convince or pressure anybody or twist anybody's arm. Like if you have a sales call coming up, you could just go watch that. Right. So
That's the power that you can give your clients is they have the playbook right in front of them. They can just flip to whatever page virtually of this playbook they want and get results instantly. Do not reteach this. Don't do cohorts. I'm gonna take you through for the first three months, then I'm gonna sell another group and take you guys through for the next three months. Don't do that. People can join whenever they want. And when they're in, they can start to go to the buffet of your video curriculum. That's the first component, the video curriculum. It's your playbook. Number two is the calls.
You do need live group coaching calls. Now, I would recommend doing these weekly or bi weekly. And it just depends on your schedule, depends on the people's schedules. My highest level group, my inner circle, it's a $55,000 group coaching program. These are people that are doing minimum $20,000 a month already. We just have a call every other week. My accelerator program, this is a $27,000 program. we meet weekly. Why would you have more calls for a lower?
Priced offer than a higher price offer because the higher level entrepreneurs are they're busy. They don't want to come to a call every week. They're busy. So they don't need more calls. So every other week is a nice cadence, right? Twice a month it's a nice cadence for them. So I think every other week can work, and I think weekly can work. It just depends on what feels good to you and feels good to your clients. So the purpose of the live calls is not to teach.
Graham Cochrane (18:07.308)
It is to answer their questions. So I don't prepare anything for my live calls. I get on. And how here's how I start. I have my clients start by sharing their wins. And this is very intentional. I want to train them to expect to win. I want to train them to look for wins. I want to train them to want to come next week and report a win, which makes them want to go do the work. And it's so encouraging for everybody else. The beginning of your call is just.
Positivity and win after win. You may not have any wins at the beginning. It may have one or two. But as this thing grows, you create a culture of winning and an expectation of winning. And then people go, Hey, I I want to share a win. And when they finally do get one, they're so excited to share. So it creates good momentum and it starts off the call in a really, really good light. And then I have my clients pre-submit one single question in a form ahead of time.
I make them submit it at least 48 hours in advance. And the reason I do this is because I want to honor everyone's time. I don't just go around the room answering questions. This is for my bigger group. If it's a smaller group, you can just, hey, raise your hand, I'll answer a question. But if you have 30, 40, 50, 80 people in on a call, you want them to submit a question in advance for two reasons. One, you want to honor the time, like I said, but then two, you want them to come prepared. Don't just show up and be like, I wonder what I'll ask Graham. No, no, no. If you can't formulate a single question in advance, you can't make an offer.
You can't present on stage. Like I'm trying to train my people to be concise, to know what they need, to know what they want and communicate that. So have them submit a question in advance in a form. It's very simple. And then you just answer questions. And the purpose of this component of the group coaching program is to help people get unstuck. The playbook tells them what to do. The coaching calls allow you to help them when they're personally stuck and you can give them personalized feedback.
And this is where it's super valuable, right? This is what they came for is to be able to be in the room with you live. And this is so valuable in an era of AI and clones and and all that kind of stuff. This is why you don't sell courses anymore, because people don't value just watching a video by itself. They value being able to be in the room with you, their mentor, their guide. And so they want to have the privilege of asking you a question. That's very, very valuable because mentorship and personalized answers to our
Graham Cochrane (20:22.83)
questions, especially if they're well thought out questions, is the shortcut. Right. Like I've been up the mountain of making millions of dollars a year and back multiple times in multiple industries and helped other people do it. There's probably not a question I've never thought of or been asked. And I can help shortcut the process for you so you don't go through all the pain I had to go through. Right. That's the reason you would hire me is to get you there faster and to get you there with certainty. Right. The only reason I would hire a guy to get me to the top of a mountain is because
He's gonna know the best way to get up there. And I feel more confident I'm gonna make it than on my own. Like, here's a map, Graham, figure it out. Like, okay, but can you take me up there? I would feel like I have higher certainty if a guy takes me up there. That's what you're doing for your clients. You're getting them certainty and speed of the outcome. Okay. So that's the second component, the the calls. So you have the playbook, which is the live the videos, you have the live calls, number two, and then number three is a private community. You do wanna put your people in a group.
I use a Kajabi community, you can use a Facebook group, you can use circle, you can use a school group, whatever, any place for them to be able to chat with themselves, post wins, post complaints, frustrations, event. can you review this? What do think about this? It could be a Slack channel. I'm in a group coaching program right now. It's a very active Slack channel, people are posting all the time. Whatever format you like, have a group somewhere.
And cultivate the community there. It's very, very important that people can talk to you and talk to each other outside of the calls. Now, here's a bonus for you. This is next level. If you really want to be a genius, I would create an AI version of yourself that you give your private clients, including those in your group coaching programs. And there are so many tools that allow you to do this very easily now. My favorite is Delphi. I use Delphi to create.
Graham AI, and Graham AI is my clone. You can text him or you can talk to him, just like Chat GPT or Claude, the voice version or the text version. And the voice version sounds like me. And Graham AI knows everything I know because I've uploaded every book I've read or written, every podcast episode I've ever recorded, every YouTube video I've ever published, every course I've ever created, coaching call, challenge I've run, everything I've ever taught, Graham AI knows. And
Graham Cochrane (22:42.74)
Nothing else. So he's not the internet. It's not all these large language models just scraping everyone else's content. It's just my brain, how I think, and also how I communicate and how I coach. And so my clients get access to gram AI in between the calls. And they they use gram AI all the time. Like they talk to him all the time. It's really, really cool. So that's a pro level move. You don't have to do it, but it's very, very easy to set something like that up and add it as a value add to your private clients in your group.
Okay, let's do the math. If you're charging $20,000 for one on one coaching and you turn that into a group, well, you just need to sell four of those a month. You just need four new clients a month to do $80,000 a month, which is just shy of a million dollars a year. Right? And keep in mind, every time you add four new clients every month, you're not adding calls. You could just be doing one call a week, whether it's four people or forty people.
How cool is that? By the end of the year, you would have 48 people in the group, right? And if you just sold at a cadence of four a year, you'd probably hover around that 50 people in your group mark, but you're doing one call a week. Not 50, not 10 or 12, one. And getting paid a million dollars a year. If you have a $10,000 coaching container right now for one on one.
All you need to do sell eight of those, eight to ten a month. And you only still have to do one call a week if you want to. You see how cool this is? And that's if you want to make a million dollars a year. If you're already making 300K and you want to stay at 300K, but you're packed and you've got like 20 clients, you you could just have one call a week and still do 300K. Just sell three of your $10,000 offers or two of your $15,000 offers or one $30,000 offer a month. Your work does not increase. Your income does.
And because they're not buying you, they're buying an outcome, and you design your group coaching program in such a way that it delivers that outcome, they're going to be happy to pay for it. Now, you can see the math scaling to 100K a month or a million dollars a year, however, you want to scale it or measure it. This is so easy because now every new client isn't a new demand on your time. It's just a new client. You've multiplied yourself. You have cloned yourself because you just
Graham Cochrane (25:10.35)
Created a better container, a better way to fulfill, we call this part of offer is fulfillment, a better way to fulfill that offer because people don't care if it's one-on-one. They think they do, but they don't. If you sell the outcome, sell the payoff, they will pay whatever to get that outcome or payoff. And however they get to interact with you is however they get to interact with you. You must design the program in such a way that you like how you fulfill it.
They will get the result either way. Now, none of this works if you don't have a $10,000 or more offer. It just doesn't. And if you don't have a $10,000 or more offer, you will not win this game. And I'm I'm I'm being very serious here. We're in a world where you need to decide once and for all: are you going to be premium or are you going to get left behind? Because if you don't go premium, you are no different.
Then all the AI slop that can be pumped out and people be like, well, I already have Claude or ChatGPT or Muse. I can just talk to they can give me answers. If you're cheap or middle of the road, you're gonna, you're gonna be lumped in the ultra cheap category. There really is no middle. I really believe in the K-shaped economy. I did a video on this a few months ago. I think that's applying to our space as well. I think you either go premium or you go to the bottom, and it's really crowded at the bottom and very hard to win. So I think you need to go premium today if you haven't already.
You need a $10,000 offer or more as your core offer. And if you're like Graham, I don't know how to do that, or I have one, but I don't think it's any good. And it's really hard to sell. And I have to convince people like I'll give you a bunch of my time and I'll, you know, name my next child after you. And you can come over and have a sleepover and I'll give you my phone number. If you feel like you're having to promise everything and the kitchen sink to get someone to fork over $10,000, you don't have a good offer. I can fix that for you. That's why I have an entire five day event or a coaching experience on Zoom.
All about this. It's called my 10K offer challenge. We're doing it next week. So you want to get a ticket right now before they sell out. The VIP tickets sell out. So make sure you get one of those. The VIPs get to come an hour early and do group coaching with me and ask me questions. I could literally review your offer in real time and help you out. But it's just five hours over Zoom next week. And what we will do is teach you how to craft, communicate, and convert.
Graham Cochrane (27:32.281)
High ticket offers, $10,000 or more. And you're gonna walk out of there with your own $10,000 offer already created. That's my promise to you. That's literally what you're gonna get. And you're gonna feel so confident in how to sell these things. So if you don't already have a $10,000 offer or you're looking to craft your next one, or you're just not sure how do I have irresistible premium offers that I don't even have to do one on one sales calls for? How does that even work? Come to the 10K offer challenge and we'll work together in real time.
This is literally live. This is not a recording. It's not AI grams. This is just you getting on Zoom with me and a bunch of awesome people in a room. And we just transform our businesses and our lives in five days. So it's all below in the show notes or the description. You can go to 10KOfferchallenge.com for details. Hope to see you there. And if you're watching or listening to this right now and you are a one on one coach that feels capped and you're considering switching to this group coaching model.
Tell me below in a comment or message me on Instagram. And literally put in the word no more one-on-one. Put like put in the comments no more one-on-one. I'm not gonna do one-on-one anymore. I'm not gonna rely on one-on-one. I'm going to build my business around this group coaching model. It will set you free. So let me know. I want to hear from you. You you guys are my people. That's who I specialize in helping, is all of you one-on-one coaches who are stuck and capped. Let's get you to a million dollars a year working 10 to 20 hours a week.
so that you can live the life that I believe you were put on this earth to live. All right. Let me know. I'd love to help you and I'd love to help you on the challenge next week. Have an amazing rest of your week. Thanks for tuning in to this episode. I hope it blessed you. I'll see you soon.
