The Bledsoe Show

How To Build Your Coaching Business with Danny Rios and Ben Walker

How To Build Your Coaching Business with Danny Rios and Ben Walker

In this week, Danny Rios and Ben Walker are back to the show and we're going to talk about how to build your coaching business and what is The Strong Coach. Enjoy!

Table Of Contents

Getting Stuck in Analysis Paralysis

Getting Stuck in Analysis Paralysis -  What Is The Strong Coach
Photographer: Mario Azzi | Source: Unsplash

Mike Bledsoe: One of the reasons we want to do this is, there's a few different types of people out there that are interested in this topic. One are the people who want to have a coaching business and they've never done it before. If you've never done it before, that's likely the hardest place to start.

Mike Bledsoe: What are some of the issues you see with people who've never started a coaching business before, but that's what they want?

Danny Rios: What's the next step? And really how long they think it takes for them to create this business. Oftentimes, they see it as 5 year, 10 year out, and you look at the numbers and what's possible, and really it's, some of the things they're imagining, takes a couple months.

Ben Walker: And also, because so much of this is not readily available all out there, it can get confusing with all the different things you need to do and you get paralysis by analysis, and like, "Oh, what's this step? How does marketing work? What's an SEO?" And once you figure that out, it's actually a very simple system that you can follow and you could build a coaching business for anything with that.

Mike Bledsoe: Yeah. Another segment of people who are interested in this topic are people who, they have a coaching business, but it's not making the kind of money they wanted. Or I remember for myself, I had a coaching business. I got the amount of clients and members of my gym that I thought was going to satisfy me and was going to pay the bills, and then once I got there, I realized that there was all these things I didn't consider. And so, I imagine a lot of other people that are listening to this, they're just not making the amount of money they want.

Danny Rios: Yeah. One of the big things that I see is, coaches don't know what the next step is to take, and it's going to be different for everybody, and so knowing where you're at and where you need to go can save you a lot of time.

Mike Bledsoe: And then there's those. We run into trainers, we have them, they come to us, and they may have a full book of business. They're very busy, but they're just not fulfilled, or we've had one client that I'm aware of, where she's making more money than anybody else where she's coaching. She's busier than everybody else, sells more than anybody else, but has a hard time taking vacation, or doing it the way she really wants to do it. And so, that's another type of coach.

Mike Bledsoe: I know that there's a lot of coaches out there that, they want to go do it on their own, and I warn them. I go, "Okay, you've had it. If you've been working for somebody else, you've had it really easy. You've had to do one job. You're about to take on 10 new jobs, and it's very, very possible and it's totally worth it." It's totally worth doing it, but know what you're getting yourself into and go into with the education necessary to make it happen well.

Danny Rios: Or the focus into what you're creating, and oftentimes, one of the big things we've seen in coaches is, they don't have that end in sight, and they know they want to build a business and it's leading to nothing. Oftentimes, what it is, it's leading to their passion, but not how they want to live their lifestyle, or really a type of impact they want to have.

Danny Rios: So once coaches start setting the focus on how that looks, now they start creating more of that end point. Like, "Where are we actually even taking this business?" Most coaches that I talk to want to get into business and that's all they know, and they just cap out into creating past that.

Mike Bledsoe: Yeah. They do it like the guy down the street. It's like, "Oh, I'm going to create a business. I'm just going to do it the way they do it," not realizing they're not fulfilled either. Then they get into it, and maybe the business even does what they want it to do, but then realize that they've sacrificed their entire personal life.

Mike Bledsoe: There's a vision for the business, but not a vision for what they want out of it, and then, next thing you know, it's like, "Oh, I'll do anything to make it work." And then anything to make it work is 12 hour days, seven days a week, and with no end in sight.

Danny Rios: It typically leads with sacrificing and settling for a lot of coaches, and in major parts of their lives, relationships. It happened to me when I opened up my gym. I didn't have a clear end in sight, and it put me in a situation where the business that I had created wasn't in alignment with how I wanted to live my life, but I hit everything that I wanted to do with my business. I just never considered how my life was going to look.

Ben Walker: I had all my relationships when I owned my gym. All my relationships existed inside the gym and nothing outside, and even romantic relationships, and it was hard. It was really fucking hard. It did not work. It worked by my standards then, but it wouldn't work for my standards now. It's like, "No, this is not fulfilling enough for me."

Danny Rios: I guess you could say it's like a business with co-dependencies, where you're in a business that way, that you're not able to separate yourself from business to do business, and that was lesson that I learned. Once I learned to separate myself from my gym, I started acting different around it. Yeah.

Mike Bledsoe: How did you go about that process?

Danny Rios: There's not one clear thing I could pinpoint to. It was in a float session, and I had some THC in my body, and I had a moment where I experienced a lot about death around my mother, around… My mom is fine. She's healthy and strong, but just bring that into my attention, and that started making a connection to me in the gym, and realized how much my personal self was the gym. And in the process of me having conversations with myself about my mom's death, it started bringing other things that I'm related to, and just death in general.

Danny Rios: So separating what used to be to create something new allowed me to just think differently and consider my life more, and not necessarily just fully putting everything in my business, and actually, hey, like I matter. The person that's investing all of it, putting all of their energy, and the risk involved in business, like I actually matter, and that took me some time to step into.

Danny Rios: You're going to hear a lot about Training Camp for the Soul. For me, that was a place where I was able to step out of guilt and shame and into loving my life. And so, it had to be a lot of things for me to get to that point specifically, none of it business related. Different experiences for sure.

Where Do You Really Want To Go?

Where Do You Really Want To Go?
Photographer: Ümit Bulut | Source: Unsplash

Mike Bledsoe: Yeah. You had that experience, Ben?

Ben Walker: Yeah. A lot of it comes down to stories for me, the story of what a coaching business looks like, what a business looks like, even what coaching looks like. So there's like the story of the gym. I was like, "Oh, grind, grind, grind. Live in the gym. Teach all these classes." And it's like Don Miguel Ruiz writes about the dream of the planet. It's the dream of everyone else. It might not be your dream, and you're just living into that dream that other people have told you is supposed to be your dream.

Ben Walker: So then, you get in there and you're like, "I'm supposed to like this. Why don't I like this?" Because you're not supposed to like it if that's not in alignment for you. So it comes down to getting the story right. It's like, maybe you do want to own a gym. Do you actually want to live in it all the time? You literally lived in your gym?

Mike Bledsoe: I did. Eight months. Eight months, yeah.

Ben Walker: Was that your dream?

Mike Bledsoe: No. No. It was embarrassing, but then I would remind myself. It was like, "Arnold lived in the gym. Arnold Schwarzenegger lived in the gym, so I'll do it. Something great will come out of this." And I wasn't wrong, but I don't think it was because I was living in the gym. That was the level of commitment I was at, but I was also at the level of suffering I was experiencing because I couldn't afford rent at a house. I didn't know how to manage the money well enough to make that happen. I didn't understand how to get clients and have a business model that was profitable enough for me to even have an apartment.

Mike Bledsoe: So I think a lot of times people have this assumption of like, "Oh, I only need to make X amount of dollars," but that's going to keep shifting. It's like, "Oh, I only need like a one bedroom apartment." Well, until you find someone you want to live with and maybe have kids, and then it starts expanding. It's like, "Oh, there's a college thing," which I would not recommend, but people, these are the considerations they're starting to make as they get older.

Mike Bledsoe: When I was in my mid twenties and I was opening the gym, I didn't make any of those considerations. I was like, "Yeah, whatever. It'll work itself out. If I work hard, it'll work itself out." And it didn't. It didn't work itself out. I had to do a lot of work. I had to make a lot of changes. I thought things were just going to start happening for me because I was working hard, and that's not how it works.

Mike Bledsoe: You have to work intentionally. I mean, you have to work smart, and then that effort that you do put in has the results that you really want. So I think the work hard mentality that's being preached by a lot of influencers could be good if you're a lazy fuck, but my experience with most coaches is that's not the case. They're not lazy. They just don't know what to do next.

Ben Walker: And that's why the perfect day is so important. It's like the first thing that we have anyone do in the 90 day program is, "Where do you want to go?" And I remember the funny thing when I did my perfect days, I told Danny about it, and he was like, "Hey, Ben, there wasn't any coaching in that perfect day."

Ben Walker: I was like, "Oh, you're right." There's probably a version of myself further down the line that's not doing that. So when you have that perfect day, then you know where you're going, because if you don't know where you're sailing, then no wind is favorable. So, then, that's how you can then structure your business with that perfect day in mind.

Danny Rios: You can start thinking about, and this is a process that I've seen Mike do growing The Strong Coach, is for you to live the life that you want to live, how does your business need to look? So watching that, and that's a perfect example, it's like, if you don't see yourself coaching, you can still own a coaching business. You just don't have to do all the coaching yourself.

Ben Walker: Right.

Danny Rios: And, oftentimes, coaches don't even fathom that idea that, "Oh, like I don't have to do all the work yourself?" It's like, no, you could actually have a bigger impact if you're able to delegate and create a team to do that, which is what we do. We have a stellar group of coaches and Mike's not doing all the coaching himself, and everybody's still growing and learning.

Mike Bledsoe: Yeah, and the type of coaching. I graduated out of coaching movement, to coaching business and marketing. I still do that to a degree, but the majority of where my coaching comes in, like I have a whole team to deliver business coaching marketing, financial stuff, all the bits and pieces, and where my interest is at is more leadership coaching.

Mike Bledsoe: I still coach the other things. Hell, I usually personal train someone once a month on movement, because it just, again, I get a kick out of it. I love it. I'm like, "Oh yeah, I get to like flex this muscle," and it's fun to keep it going. But when I'm really happy is, "Oh, I'm coaching leadership," and in that case, that's way more fun. So there's a ladder to climb, but you have to spend enough time coaching one thing before you graduate into the other, and if you would've told me that a decade ago, this is what I'd be interested in coaching, I would have not even been able to fathom it. I would've gone, "I don't know what you're talking about."

Danny Rios: Yeah, and it's something that we see a lot in athletes as well, as they go through like athlete, coach, and then they realize like, a lot of times, going from athlete to coach is like, "Oh, my body can't take this on forever." And it happens a lot with the coaching style that we do.

Danny Rios: Oftentimes, when people are setting goals, that we're talking about 10 years out, and they're worried how it's going to happen, it's like you have no clue what's going to happen between now and those 10 years, so just go ahead and write it down, because that's going to give you an end point so you could get to it. And the style of coaching that I do now, it's a very similar path as Mike's. I'm away from the movement, and I love to still teach movement. Yet, it's become more fulfilling for me to teach others. It's no longer a career that I pursue. It's more for my own personal fulfillment.

Mike Bledsoe: Yeah.

Ben Walker: That's the thing with coaching, that my mind has been opened to the last year, is all the different ways you can be a coach. Like I was seeing it as, "I'm a movement coach, so I'm just coaching people on movement." And then I had the opportunity to coach someone on personal development when I did the mentorship program. I was like, "Oh, I like this too. I can do this as well." And there's sex coaches, there's any number of coaches.

Danny Rios: Obviously sex coaches.

Ben Walker: There's a lot of sex coaches. And I mean, there's coaches in fields that no one

Mike Bledsoe: I like how I can't leave it alone. No, there's all types, sex coaches.

Danny Rios: Nutrition coaches. There's coaches for everything.

Ben Walker: Yeah, there's a houseful. Basically, in The Strong Coach frat house, like this is where our minds go.

Danny Rios: And anything that a human does, there's a coach out there for it-

Ben Walker: Yes, that's a better way to put it.

Danny Rios: … to help you in your journey, make it faster, support you where you're at. There's coaches for everything.

Mike Bledsoe: And it's the quickest way to get there. I think a lot of times people go, "Oh, I need to read a book or watch a YouTube video to figure out how to do that."

Mike Bledsoe: I'm like, "No." If I know I'm truly interested in the thing, I just go hire a coach for it. If it's something I'm dabbling in, yeah, I'll read a book about it or this or that, but coaching is the way to go.

Your Coaching Business Needs Systems

Your Coaching Business Needs Systems
Photographer: Campaign Creators | Source: Unsplash

Mike Bledsoe: What are the stages of development for a business owner that you guys have seen? Someone is starting their coaching business and they've never done it before. What's that look like, all the way to, they can take a month off from work, and come back and the businesses has grown?

Danny Rios: I'll share with you my personal experience with this. For me, early on, and then the way I like to teach it to the coaches we work with is, your business is like a human, and early on when your business is brand new, it's going to need a lot of attention from you, just like a baby would, and as the baby keeps growing to an infant, to a child, to teenager, it's less, less attention for an adult. They're independent, they're doing their thing, everything's working.

Danny Rios: So one of the big things that happens early on is, baby's crying, baby pooped his pants, coach is trying to feed it, or business owner's trying to feed it, where you're putting the energy where it doesn't need to be in. Early on, when I started coaching, I was doing everything in the gym. Like the gym literally was my baby. I took care of everything, and as I continued, and there's a lot of things, it was because the stage was at of the business. I couldn't outsource things, and now it'd be much different. There's ways that you could do it now by being creative and playing with business, but that's a different story.

Danny Rios: How you grow your business is going to be very dependent, also where you're at as a person, and then little by little, you start implementing systems, and all of a sudden, the business is doing things for itself. It's obtaining leads for itself, your website is doing its thing, it's looking good. You hire some support to help you on the back end of things, and so, all of a sudden, you're not having to put so much attention on like making sure you're just feeding the baby. You've got to make sure now to like secure the perimeters. Right?

Mike Bledsoe: And hiring support, it's not a big thing where you have to hire five people full-time. There's so many freelancers out there that you could hire. They might only work for you 10 hours a month, but having someone who's an expert at that thing come in and support you is definitely something that's necessary, especially once you get beyond the six figure range.

Danny Rios: What happened for me was, I knew there was a system that I wanted for my gym, Barbell Logic, an earlier system that you guys were involved with, and I was waiting for that thing so I could afford it, because I knew what it was going to do for my business. So it was just a patience game. I knew what number I had to hit. As soon as I hit that number, I made the purchase. It was the perfect thing to do, because it automated sales and marketing for me.

Danny Rios: I didn't have to do it. I didn't have to go and build the funnels on the emails, none of that. That taught me how to like plug and play business, and like truly showed me what a sales nurturing process was, and that's like what I do now. If I didn't buy that system then to understand how the whole picture of sales worked, I wouldn't be where I'm at right now.

Danny Rios: So waiting for me to make that, give it the attention that the business needed at the time, that launched me to eventually step away from it. I got to the point where my business, I didn't have to coach anymore. I got to live my life, and it's like, "Oh wait, I didn't plan for this."

Danny Rios: And so, that's how everything was working well, got the business to the point where I want it, and then all of a sudden, it wasn't matching my life. So in the different stages of development, it's super important too. Your business is going to grow, as long as you're doing the work. Even if you're not quite focused on the right thing, it will grow. It's faster if you know the path that you're going down.

Danny Rios: For me, the thing that was missing, that I know now, is to take considerations on the how I want my life to look like, depending on that business, and this evolution of your business, you want to know exactly what your business needs at what time, and oftentimes, if you haven't done it before, it's going to be hard to know. You see first time parents, sometimes they get a little frantic, and so think of it that way, and think about nurturing and giving your business that, whatever it is at the business needs at the moment.

Mike Bledsoe: I like to think about business as a child as well, and going back to our previous conversation around how do you separate yourself from the business is, I had a problem early on, which was, I associated my own personal value with what was happening in the business, and then when I started treating the business as if it were a child that was growing up, I realized, no, the business wants to do its own thing, and then I get to guide and help it.

Mike Bledsoe: But I don't get to decide that it's going to play the piano or play football. It's going to gravitate towards something. The Strong Coach did that, and so the more I'm able to run a business where I'm listening to what the business wants, and let's it do what it wants to do, it's a lot easier. The other thing is, is if you're setting up systems to where you don't have to be involved in every aspect of the business, it's way easier to listen to it was well.

Mike Bledsoe: If you're in it doing everything, you're so invested in it hourly, per week, that it does feel like it's you. The business isn't you. It's another thing. It's a baby or a child, and for me, it was, "Oh, put the systems in place. Oh, that means the child's growing up." You get certain systems, you get the right sales funnels in place, all that kind of stuff, and now it's 9, 10 years old, and when things are in a scalable point, you'll hit puberty, and then you might hit some hiccups in there. There's always hiccups coming in the future.

Danny Rios: Yeah. Puberty isn't like fucking walk in the park, so yeah.

Ben Walker: No.

Mike Bledsoe: So yeah, it's putting in those systems is what matures the business. If you're the one that's doing everything all the time, it stunts the growth, and I think a lot of people think, "Oh, it would be great to work in my own facility for 10 hours a day. I don't care. It's so awesome."

Mike Bledsoe: I'm like, "Well, in five years, check back in. You will wish that it had grown up." It's like, "Oh, I love my baby." You've heard mom say that. "I hope my baby stays just where they are." I'm like, "Good fucking luck." Or you get a puppy dog, and you don't want that Rottweiler to get to a 100 pounds, but it does.

Ben Walker: Yeah.

Mike Bledsoe: It's going to grow or die.

Danny Rios: But that's the nature of it. Business has its own life, and yeah, just surrender to it and let it do its thing, and you're there to hone it down and watch it do its thing. Absolutely.

Your Business Might Need Less Of You

Taken with a remote and a little luck, this is my serenity now moment at Lake Tahoe.
Photographer: Keegan Houser | Source: Unsplash

Ben Walker: Speaking of like giving your business what it needs, is that sometimes, it's going to need less of you.

Mike Bledsoe: Oh yeah. This is a common conversation with my coach. I have a coach, and there's just the right amount of presence to have in the business, and if I get over present, I fuck shit up, and if I check out for too long, then things start going slow.

Ben Walker: Because how does an adolescent child respond when their parents are checking in with them all the time? It's like, "Come on, mom. Let me live my life." And I mean, that's how a business will respond too. It's going to fight back at you if you're too overbearing with it.

Mike Bledsoe: Yeah. I think that's the most common issue. By the way, I leave for 10 days next week. I'm going off the grid and I know the business will grow while I'm gone.

Danny Rios: The business will grow while you're gone. Yeah, absolutely. Yeah.

Mike Bledsoe: Thanks to you guys.

Ben Walker: We'll hold it down.

Danny Rios: Thank you. You taught us how to do this stuff, so give yourself a pat on the back.

Mike Bledsoe: All right, pat on the back. Another reason we want to tackle this topic of how to grow a coaching business is, there's a lot of conflicting information out there, and it's tough, man. Again, I say there's conflicting information. All information is available at your fingertips all the time with these devices, and Paul Chek said it so well. He goes, "We are coming out of an information age and going into a context age, and if you don't understand the context, that information is fucking useless."

Mike Bledsoe: And so this is where coaching comes in so handy. This is why, if you're a coach, your clients need you. They know they don't need to eat donuts, they know that they should lift some weights, they should all this, but the context is, "Where are you right now?" If you're thinking about an athlete, "Where are you right now? And how do we get you to move towards the goal that you have?" That's your context, and it's like, "Okay, now this specific information is applicable to you right now. This is the next step."

Mike Bledsoe: There's a million things you could do if you were to choose it yourself, but a good coach is going to come in and do that, create the context, and then hand you steps as well. So there's so much conflicting information out there. Everyone should be doing for themselves what they're suggesting that their clients do, which is hire a coach and work that way. So because there's so much conflicting information, hire a coach. It doesn't have to be us. There's plenty of other coaches out there that are almost as good and they can-

Ben Walker: Sex coaches, especially.

Mike Bledsoe: And then maybe you'll graduate to The Strong Coach afterwards.

Danny Rios: Hire a sex coach to help you with your business.

Ben Walker: Yes.

Danny Rios: Yeah. And with this topic, it's pretty cool. What we have here is, Mike built a gym, grew the gym, and while he was growing Barbell Shrugged, that's when I stumbled on to Mike, and it was actually one of the early episodes that I found. You guys were talking about business and opening up a gym.

Mike Bledsoe: I think it was episode 73.

Danny Rios: That episode changed my life, because it put me in the world of business where I wasn't letting myself go in there before, and from there, I really enjoy business. I've never been like shy from it. Early on in my coaching career, it was like 50% business, 50% coaching for me, and a lot of it was because what the information guys were sharing there. Like, "You've got to take care of all of it, not just focus on one single thing."

Danny Rios: So I learned how to open up my gym a lot from you guys, live retreats, all that fun stuff, and as you kept evolving as a coach, and what you were creating, a product like The Strong Coach comes out, where my man, Ben, gets to go through these processes like super precise focused process, and he could build a whole different coaching business than I did. I wish I would had gone his route. Right? Because it would have been more precise, quicker. He got access to the life he wanted faster than I did because we started with an end in sight.

Ben Walker: And I even had the opportunity to co-own a gym, and then realized, "Oh wow, where my life is going is great, and owning a gym is not in alignment with that." Yeah, I just needed to step away.

Mike Bledsoe: This is the context, and if you don't have a really solid goal setting process, you have no foundation for context, and that's why I warn people away from just adopting a system, "Oh, here's my method, my 10 steps to dah, dah, dah." Cool. I've done that before. I built it. It made money, and then I realized I fucking hated it. Like I didn't even want to do this in the first place. It just made the money, and now the effort it would take to sustain it and all this is just not worth it.

Mike Bledsoe: So we make sure, from the very beginning, you're building the thing that you want to build. It is actually going to be satisfying, and then you're going to be happy with it. You'll be satisfied with the end process.

Ben Walker: And you can try on different things as well.

Mike Bledsoe: Right.

Ben Walker: I can imagine a previous Ben being like, "Oh, but I have to figure everything out now," and it's okay to try things and then go, "No, this wasn't it." There's no failure in that because it totally could be the sunk cost if I go, "This is the path I've chosen. I have to do this thing." No. As soon as you don't like the thing, you can say, "Okay, I will switch to something else." And there's everything right with that.

Mike Bledsoe: Yeah. There's a lot of people that could look at what happened in The Strong Coach business in the last year, and look at the numbers and this and that, and look at it and go, "Yeah, you lost $50 grand or more on dumb shit." And I'd go, "I learned a lot." Those are lessons. That's just how much the lesson cost. It was cheaper than most people's college, and the lesson is way more valuable, and I'm okay with that.

Mike Bledsoe: I'm excited that that happened. Oh yeah, and the year before that, I lost a bunch of money, and the year before that, I made more than that, but I look at it and go, "Oh, these mistakes, they get expensive." And if you don't have a really great relationship with money, when you do take those losses, a lot of times people shut down.

Mike Bledsoe: So one of the tricks to being a really good business owner and an entrepreneur is having the emotional resilience to, when something happens like that, removing yourself from it and being very objective, and those are the people who end up being successful. That's some of the stuff that we really love to dig in on and talk about.

Building a Coaching Business From The Inside Out

Do Something Great
Photographer: Clark Tibbs | Source: Unsplash

Danny Rios: Absolutely. And one of the whole aspects on like how to actually build this, and it's a principle that we teach in The Strong Coach, is to reverse engineer things, and then start from the inside out. Start within self, and let that ripple out to your clients, your services, and for me, is the style, which I love to teach, and it's the style that I learned a very hard lesson, because now I see coaches like yourself that are like, "Try this method of doing it this way," and you just get to it much, much quicker.

Danny Rios: Because, oftentimes, it's an internal desire and we're trying to make it change outside, but really we just start inside. We get there. It's a really fast process in making it happen, and for us, we're saying, "Yeah, start with the end in sight." For us to do that, we go through a lot of journal exercise, a lot of looking with what you value, what you want to create, and it's a whole process for us to create this.

Danny Rios: This is not just like, "Oh, just write down your perfect date." Your perfect date exercise is one of, I don't know how many exercises we have in The Strong Coach program, and that's just the exercises. And then there's a coaching piece of it, which is where we're providing the context and supporting that coach where they're at. It's like you're still trying to feed the baby, wipe its ass.

Danny Rios: That's where the contextual part of it is. And so really, for us, that's how we make this whole thing work is, you've got to put the work into this stuff, and a lot of this stuff, you're not really taking action in it. You're just getting to know yourself better to see what direction you're going to point your business.

Danny Rios: Our process is so you could sprint down that path, not just like walk and figure it out. It's like, be so clear, understand how to build that clarity. So if you get it wrong, you just shift it. That's been my experience working with coaches and you'll have a great example here for somebody who's done it completely different than how we started. Good for you, buddy.

Mike Bledsoe: Yeah. We have people in the mastermind who, they look at their goals they set in the 90 day program, they get in the mastermind, and get two months into the mastermind, and go, "Oh, I don't want to do that anymore." And we go, "That's okay." This is part of the process.

Mike Bledsoe: If I was committed to the goals I set in business 10 years ago, I'd be fucking miserable, and it just, it wouldn't fit anymore. So I've gotten very comfortable with shifting them. That's great. And then another point on coming from the inside out, you're talking about doing the personal work, but building the business from the inside out is the way to go, is really start with your sales and marketing process yourself.

Mike Bledsoe: Your marketing and your service and product go hand in hand. They're the same thing. and so we look at market research is product development. If you were to go to business school, there would be this conversation. And so in the beginning stages, or if you're already running a coaching business, but you feel out a touch with your customers, get to know your customers so well and find out what it is they need that you can provide, and then create an offer specific to that, that very thing that you can solve for them. And there are hundreds of clients that are just like your one or two favorite clients.

Mike Bledsoe: So what you do is, you start generating, oh, when I write my emails, when I make my Instagram posts, when I make my Facebook posts, I'm writing them to this person. So you start with a really simple offer, and you base your marketing off of that. The words that are on your website, the things that go in your emails, the way your website looks should be something that attracts the type of client you're wanting to bring in.

Mike Bledsoe: And so you build out a really solid offer. You get your sales process down, your ability to ask for money to coach people before they come, and then have them make the commitment and invest in themselves to work with you. And then, it's like, "Okay, where are they coming from? Oh, I'm going to do more of that." It might be more Facebook. "Okay, I'm going to do more Facebook. I'm going to get my lead magnet, my homepage, and my website dialed in based on this data."

Mike Bledsoe: And then, finally, you get out to the point where like, "Oh, I'm doing a bunch of social media stuff. Oh, I might run ads now." The issue is, most people put up a fucking website that was copied off of some other gym that they like, and then they start running Facebook ads to it. You might as well just take your money and flush it down the toilet, and then they say Facebook ads don't work.

Danny Rios: Yeah.

Mike Bledsoe: And when you build your business, build it from the inside out. The thing that is closest to the person making the commitment, dial that in. If you do that systematically, in a year, you're going to have a well oiled machine.

Ben Walker: And your clients have all the answers. That's the coolest part.

Mike Bledsoe: Yeah.

Ben Walker: It's like even in coaching, when any of us are coaching, it's mostly asking questions and pulling the answers out of your clients. It works the same way with your marketing. "Hey, favorite client, what problem did you have before you started working with me? What did I do that you liked that helped you solved this problem?" And that's your marketing right there.

Mike Bledsoe: Yeah.

Ben Walker: And all you have to do is ask them. It's so simple.

Danny Rios: So simple. But if you haven't put energy into that and nobody's told you to literally go sit down and find out how your client speaks, what their true problems are, not, "I want to lose weight," and really dive deep into what's happening underneath, take that step if you haven't done it. You'll learn a lot for yourself. That's one of the biggest things our coaches get from going through that process, it's like, "I did not know that about our clients."

Danny Rios: We had a coach that went through our program that had been personal training clients for over a decade, and had no clue why they trained with him. And yeah, if you find out why they train with you, you double down on that, imagine how many more clients you can receive that could work with you for that length of time, finding the type of person that will invest themselves, that amount of money, for that length of time, and you just got to find them and you find them from the clients you're already working with.

Closing Thoughts: Get Our 3-Step Coaching Business Tune Up for FREE

Mike Bledsoe: Yeah. Let's wrap this bad boy up. If you want at least the first three steps, at least the first three steps with how to build your coaching business, go to Get that download. What is it, Ben?

Ben Walker: It is what? 3-Step Coaching Business Tune-Up.

Danny Rios: That's right.

Ben Walker: That's what it is. 3-Step Coaching Business Tune-Up.

Mike Bledsoe: That's right

Danny Rios: There you go.

Mike Bledsoe: One more time.

Ben Walker: 3-Step Coaching Business Tune-Up.

Mike Bledsoe: Yeah, go to, download that, and we have some very specific how to's in there that's in black and white that's going to be really helpful. Thanks for joining us.

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