Clients Dont Pay For Coaching - RCM PDF Version 2016

Allan, you nailed it.
There is certainly an art to creating

value and enrolling a prospective client into coaching!
~ Greg Clowminzer
Professional Speaker Executive Coach Leadership
Coach Business Coach Life Coach
What an aha' moment! Allans perspective allows me to
be more inclusive towards attracting the clients who want
my services.
~ Adrienne Gardner
Personal Development Coach
This book is very relevant to the problems that I have
encountered and have seen other coaches experience as
well.
~ Anthony J. Perez
Founder and CEO of Success is a Language Inc.
I am very impressed with your program. I am more
invigorated with your modules than I ever was during my
initial certification course. As a brand new coach, this
program truly resonates with me. It's not enough to say or
believe that I bring value to any particular client, or group.
It's more important to recognize and answer how I can
bring value to my clients; before I even hire them. This
small, yet significant distinction will help me become more
professional.
~ Ginette Chandler
Certified Life Coach
Allan's point is 1500% right! People are looking for a

different type of coaching!
~ E.G.Sebastian
Your Client-Attraction Mentor
I like Allan's approach!
~ Susan R. Meyer
Owner at Susan R Meyer, Coaching & Consulting
Thanks Allan for putting things into perspective. I could
not agree more!
~ Ulla Wiegand
Persnlichkeits-Coaching fr Fhrungskrfte
I hope that Allan will continue to use his influence to
promote "a more pragmatic coaching approach". The
coaching profession will benefit from such needed
changes.
~ George Anderson, MSW, BCD, CEAP
Executive Coach for Disruptive Physicians at Anderson &
Anderson, Executive Coaching/Anger Management
Thank you for helping to move the coaching profession in
a positive direction.
~ Rev Kevin T. Coughlin D.D. NCRC I, NCAMP I, NCIP
Director New Beginning Ministry
Thanks Allan! I think this is great advice for all coaches,

even newbies such as myself! For me, the key phrase is "If
your coaching practice is out of alignment with your
personal values it will not produce the results your clients
are looking for." That's something I will need to continually
go back to. Over and over again.
~ Ed Herzog
Career & Life Coach
Brilliant! Great questions to ask ourselves as coaches, and
as individuals.
~ Beata Rydeen
Rydeen Coaching & Consulting
I totally get what you are saying. One thing really hit a
bulls eye for me: Free Sessions Don't Sell. How you
outlined the structure of the Initial Coaching Session (ICS)
call is priceless. I am copying it and putting it in front of me
whenever I do an ICS to remind me of the points I am
making. Excellent training here for all of us...Thank you,
Allan.
~ Susan James
Life Coach
A must know. Excellent!
~ LaDonna "Jeannie" Dixon
Life and Career Coach, Trainer, Speaker
I want to say thanks to Allan for providing us with such

detailed information! I'm newly certified and find it very
helpful.
~ Andrea Dray
Professional Certified Life Coach
Really useful advice, Thank you.
~ Amanda Clegg
Educational Consultant in Leadership and Management
Oxford, Oxfordshire, United Kingdom
Excellent solutions to tricky problems I have had as a
coach. Allans strategies are so simple and effective! This is
the most valuable 'marketing' tool I have ever received
after 10 years of being a coach - finally my fears have been
addressed and a solution given! Excellent - thank you thank you thank you!
~ Karen Borain
Accredited Executive Coach
Johannesburg Area, South Africa
This is such good information. Thank you Allan.
~ Veronica King
Business Improvement Specialist at Pro-actions (London
South East) Ltd
Thank you for sharing this valuable information Allan!
~ Patricia LeBlanc
Certified Law of Attraction Advanced Practitioner and LIfe
Coach * International Best Seller Author Reiki IET
Allans approach is incredibly professional. My experience

is that clients feel far more comfortable when they are
clear on how the process will work. There are far too many
coaches who adopt a very casual approach which
ultimately brings all coaches into disrepute.
~ Claire Holden
Life Coach & Appreciative Inquiry Practitioner
This is brilliant because it is something I have struggled
with in the past and something that is a challenge to new
coaches wanting to set up their own practice. Valuable!
~ Grace Graham MSc, MInstLM
Coaching Consultant and Parent Specialist
Allan, this is such valuable information I wish I had when I
first started! It took me a long time before I felt
comfortable stating my fees. And it took me a long time to
come up with a version of your proposal - that and
obviously some personal work on my feelings of my selfworth were what helped me. I believe you have just helped
more people than you can imagine with this information!
Thank you for sharing and not keeping this valuable
knowledge to yourself.
~ Kim Ravida, ACC, CPC, ELI-MP
CEO at Kim Ravida Coaching
Clients Dont Pay for Coaching.

They Pay for RESULTS!
Negativity is the result of a failed Past.

Optimism is hope for a better Future.
Ambivalence exists where these two intersect.
~ Allan N. Mulholland

A Reality Check for
Life & Business Coaches
Allan N. Mulholland
Results Coach and Perception Expert
Author of
Change Your Perception, Change Yourself!
Copyright by Allan N. Mulholland

All rights reserved. No part of this book may be reproduced in
any form or by any electronic or mechanical means including
information storage and retrieval systems, or to be sold or
resold, without prior written permission from the author. The
only exception is by a reviewer, who may quote short excerpts
in a review. PersonaCoach is a registered trademark in the
U.S. and other countries. The PersonaCoach logo is a
trademark of PersonaCoach (Intl) LLC.
In Memory of
Maria Mul-Gerdessen
This book is dedicated to my mom.

There is no substitute for the love
between a mother and her child.
Nor can it ever be replaced
by anyone else!
TABLE OF CONTENTS
Introduction
PART I
A Reality Check for Coaches
A Reality Check You Can Take to the Bank!
Lets Begin with the End in Mind!
Change Your Perception of Coaching
Become a Results Coach
How to Structure Your Coaching Practice
Going Back to the Basics of Coaching
One-on-One Coaching
Group Coaching
Hybrid Coaching
PART II
7 Strategies for Charging
High-End Coaching Fees!
#1 - Know Your Objective!
#2 - A True Life Coach is a Coach for Life!
#3 - Design your Signature Program
#4 - Develop a Unique Coaching Proposition
#5 - Your Coaching Proposal
#6 - The Accountability Factor
#7 - From Perception to Reality!
PART III
SPECIAL EDITION BONUS SECTION:
PersonaCoach Signature Coaching Program
Change Your Perception. Change Yourself!
How to Use This Coaching Program
I.
II.
III.
IV.
V.
VI.
VII.
VIII.
IX.
X.
XI.
Mirror of Perception
Cycle of Identity
Different MASKS for Different TASKS
Creating a New Persona
Finding Your Client's Restore Point
Creating a Persona Profile
Measure of Success
Changing the Conversation!
Code of Conduct
Plugging into Your INFLUENCERS
Delivering RESULTS!
XII.
The Person Who Would Be Successful!
PART IV
WHATS NEXT?
Results Coach Mastery
About the Author
Introduction
I have been a life and business coach for many years, but it
wasnt until recently that I realized that life coaching is a
tradition in my family. Back in Holland where I was born
and raised, my mother (1907 2004) had been a life coach
since she was eighteen years old. As a child growing up, I
remember how men and women would seek her counsel
for their personal and professional life. They would make
an appointment to come to our house and my mother
would sit down with them for a thirty-minute session. She
would listen intently to what they had to say, ask probing
questions and offer them advice. She would later say that
people always know what they need to do, but sometimes
they just need to hear it from someone else.
She didnt call herself a life coach, since that term had
not yet been coined! She simply told people that she was
a psychic. Now before you get the impression that my
mother was a dear lady who would stare into a crystal ball
or read tarot cards and tea leaves, let me assure you that
she considered those psychics as fraudsters and fakes.
My mother was a very intelligent and well-educated
woman who was emancipated well before her time in an
era where a womans place was in the kitchen. She was
also highly intuitive and a great reader of human
character. Her predictions and foretelling were often
more the result of her analytical mind then her ability to
see into the future! But since no one had an accurate
label for her prognostications, everyone accepted the
notion that she was psychic.
Whether her consultations were spiritually inspired or

analytically conceived, she had a steady following of loyal
customers who sought her counsel on a regular basis and
paid her fees that made my dads income (as a school
principal) pale in comparison. I still recall watching my
mother receiving clients in her home office, while others
had to wait in our living room. I didnt pay much attention
to what was going on in those days. I was just a typical kid
growing up in a middle class family. I was told that my
mother was a psychic, but since she did not
communicate with the dead nor bend spoons with her
mind, I wasnt terribly impressed!
When I was sixteen, I managed to convince my parents to
immigrate to Canada. Back in Holland, I was performing
badly in high school, having failed one grade and about to
fail yet another. So I decided that I needed a new start!
Since I was a spoiled only-child with a father who was
already retired, I successfully made the case that we
should all move to a new country. My mother was already
in her mid-fifties by then, but she was undaunted by the
challenge of adjusting to a new lifestyle and she soon
discovered that she could ply her psychic trade in her
new country. Before long, her counseling practice grew
and her reputation started to spread. She was featured in
newspapers and interviewed on radio and television. She
became a well-known and respected psychic.
And I managed to finish high school and go on to graduate
from university.
As I grew older and became more mature, I gradually
gained a higher level of respect and a new perspective on
my moms ability to help people deal with their problems

or achieve their goals. Whatever she was doing obviously
worked! I also realized that her passion for coaching
was based on her deep-rooted desire to help others. As a
child she would often give her clothes to those less
fortunate and that became a habit she continued
throughout her life.
When she spent her final years in a care facility, I would
visit her on a daily basis. We were very close and I loved
to see the smile on her face and the glint in her eyes when
she saw me walking through the foyer doors of the
nursing home. I would often bring her flowers to brighten
up her drab and sterile hospital room. She loved flowers
and was always exceedingly grateful for this simple gift.
After my visit was over, she would sneak out of bed and
remove all the flowers from the vase, one by one. Then
she would stealthily walk along the cold corridors of the
facility and quietly place a single flower by the bedside of
those who seldom if ever received visitors. The hospital
staff was aware of the identity of the nocturnal saint as
she was covertly referred to, but they never let on.
After she passed away, I decided to continue the tradition
she started. To this day, I still bring single long-stemmed
roses to care facilities, nursing homes and hospices in
whatever city I find myself in. I dont often have the time
to enjoy the reaction of the elderly people whose lives
have just been touched in a small but profound way.
However, their profiles of sincere gratitude are deeply
embedded in my mind.
My mother always knew the secret of coaching. By

passing this secret on, she imparted in me the greatest gift
imaginable.
PART I

Clients Dont Pay for Coaching. They Pay for RESULTS!
A Reality Check You Can Take to the Bank!

"Left unchanged, perception becomes reality"
If you are a life or business coach, you will have likely
asked yourself at some point What kind of coach do I
want to be?
The International Coach Federation (ICF) defines coaching
as "partnering with clients in a thought-provoking and
creative process that inspires them to maximize their
personal and professional potential."
So, based on this definition, let me ask you this:
Are you the kind of coach who is thoughtprovoking?

Do you coach in a creative way?
Do you inspire your clients?
Do you maximize your clients personal and
professional potential?
OK, lets assume for one moment that you answered YES
to each of these four questions and that you are fully
aligned with the ICF definition of a coach!
Now lets build these four elements into an elevator
speech that you can rattle off whenever someone asks
you what you do.
Would this be your elevator speech?
I am a thought-provoking and creative coach
who inspires clients to maximize
their personal and professional potential!
If this is your elevator speech, your coaching practice is

probably not a thriving business! Youre not likely to
attract a lot of clients with such an introduction!
Even if you have all the credentials and certifications that
qualify you as a coach, your potential clients are not likely
to be impressed by your job description!
The problem with this elevator speech is that its vague
and subjective!
Your clients wont understand what that means! And they
still wont know what you do!
Or more to the point . . . what you can do for them!
Yet almost every day I see coaches describing their
services in colorful and metaphorical phrases that may
delight the senses, but are devoid of any pragmatism.
If you cannot describe your role as a coach in clear and
concise terms, or if you cannot articulate the specific
benefits you provide for your clients, you will not be able
to build a successful and profitable coaching practice!
This book is not about re-defining the role of a coach.
This book is about re-purposing the role of a coach!
You need to transition from the role of a traditional coach
to that of a coach who is results-driven and goal oriented!
But before you can make that transition, here are a few
reality checks you need to consider!
Reality Check #1
Clients Dont Pay for Coaching! They Pay for RESULTS!
Such a simple statement, yet so profound!
It is a fundamental principle of any successful coaching
practice and an essential element for charging high-end
coaching fees!
Yet this statement highlights the most misunderstood and
controversial aspect of life and business coaching.
The actual formula for creating a successful and profitable
coaching business is a simple one. It is essentially no
different from any other type of professional service!
A clients hires a coach to facilitate a specific outcome.

The coach facilitates the outcome.
The client is happy!
Every day, people engage service professionals (plumbers,

doctors, personal trainers, etc.) with the expectation of
achieving a specific desired result.
If the desired result is to fix a leaky faucet, a plumber gets
paid for installing a new washer.
If the desired result is to relieve a headache, a doctor gets
paid for prescribing a solution in the form of some pills.
If the desired outcome is physical fitness, a personal
trainer gets paid for taking the clients through a set of
specific exercises.
There is a direct correlation between the clients desired
outcome and the results they expect from enlisting the
services of a qualified professional!
Service professionals are paid for the results they deliver!

But what if you hired a plumber to fix your faucet and it
starts to leak again? Would you hire him in the future or
recommend him to others?
What if your headaches keep coming back, even after
several doctor visits? Would you start looking for a
different doctor or an alternative solution?
What if the personal trainer you invested in keeps giving
you reasons why there is no visible change in your
appearance? Would you consider a different approach to
achieving your fitness goals?
Of course you would!
Yet I know of no other profession that puts so much
emphasis on client attraction and yet attaches so little
importance to delivering measurable results, as in our
coaching industry.
There seems to be a complete disconnect between the
defined role of a coach and the desired outcome of the
client!
There is a huge misconception in the traditional coaching
industry that perpetuates the notion that coaches cannot
deliver the results that clients want to achieve.
True, coaches can only facilitate the achievement of a
result! It is up to the client to actually achieve the result.
And in the traditional sense, this has always been the
focus of coaching. The role of a coach is to support, assist
and encourage the client to make the changes necessary
to achieve a desired outcome. Whether the client wants
to find a new relationship, build a new business, seek out
a new career or create the changes necessary to
accomplish a new goal, the role of the coach is that of

facilitator and not instigator of the outcome!
Unfortunately, the role of the coach is often obscured by
the murky value propositions for which coaches charge a
fee!
While traditional coaching may bring a certain amount of
value for the client, the challenge most coaches have is
quantifying and justifying these fees relative to their value!
Which brings me to . . . .
Reality Check #2
Your clients dont care about your credentials or degrees!
I personally advocate that coaches should be trained,
educated and experienced in their chosen field of
coaching. I recognize that anyone who knows a little more
about any given subject, could be a coach to someone
who knows a little less about that subject! Based on that
logic, anyone can be a coach! But I truly doubt that you
can effectively monetize your coaching practice by staying
two steps ahead of your clients.
To be a successful coach, you need a demonstrable level
of expertise! But credentials or degrees by themselves do
not demonstrate competence as a coach. You need to be
able to deliver results!
It is results that your clients are after!
It is results that your clients hired you for as their coach!
And it is results that your clients are prepared to pay you
high-end coaching fees for!
But what exactly are the types of results that clients are
looking for?
And how can coaches deliver those results in a purposeful
and pragmatic way that does not compromise the
traditional role of a coach?
In other words, can a coach deliver the results that a client
is prepared to pay significant coaching fees for, without
actually creating those results?
The answer to that question is YES . . . . and YES!
In fact, this can be done in an ethical and authentic way
that meets all of the criteria of coaching as defined by the
ICF, while at the same time delivering the tangible and
measurable results your clients are looking for!
If you want to create a purposeful and pragmatic coaching
practice, you need to have a structured approach to
coaching. The structure that every successful coaching
program evolves around is as follows:
1. Identify the clients goal or objective for hiring you as a
coach.
2. Create a roadmap for achieving this goal or objective.
3. Facilitate the clients desired result at the end of the
coaching program!
When a student writes an exam, it is up to the student to
pass the exam. But it is the teacher who prepares the
student for the exam. And by doing so, the teacher must
deliver the value proposition he or she was contracted for.
That value proposition is not to pass the exam. Only the
student can do that! No, the value proposition that the
teacher must deliver is empowering the student with the
ability to pass the exam!
Or to put it in another way, the students expectation is

that the teacher can deliver the value proposition that will
enable the student to pass the exam.
Therefore, when the student passes the exam, the teacher
has made good on the delivery of that value proposition.
The teacher has delivered a tangible and measurable
result!
Now lets examine how the concept of a value proposition
applies to coaching! Heres are two examples:
Example #1 Career Coaching
You are hired to be the Career Coach for John S. Johns
desired outcome for hiring you as a coach is to land a job
as a firefighter. John has all the credentials and
qualifications necessary for the job and you are hired to
help John through the process. Your value proposition
allows you to coach John on how to create a great resume,
be fully prepared for the job interview, and optimize
Johns deportment and communication skills. With your
Unique Coaching Proposition (UCP), you are able to
manoeuvre John through the maze of hiring requirements,
give a stellar performance during the job interview and
satisfy the HR department that John is the right candidate
for the position.
When John is hired as a firefighter, you will be credited
with having delivered on your Unique Coaching
Proposition (UCP)! John can attest to your ability to
deliver a tangible and measurable result. The successful
achievement of Johns desired outcome.
Example #2 Relationship Coaching

You are a Relationships Coach working with Jane D. to
help Jane deal with some serious issues that are affecting
her marriage. It is Janes desired outcome to rekindle the
romance between her and her husband. Your Unique
Coaching Proposition (UCP) is your ability to re-align the
perception Jane has about the idyllic notion of a fairy-tale
romance with the reality of the daily challenges that have
an impact on the relationship.
By helping Jane create a new perception about the quality
of her marriage, you can fully implement your Unique
Coaching Proposition (UCP) and allow Jane to strengthen
her relationship with her husband, rather than allowing it
to disintegrate. You will have accomplished Janes
objective of salvaging the marriage and you can be
credited with facilitating Janes desired outcome!
Reality Check #3
A perceived result is more valuable than an actual result!
In the above examples, the clients have achieved their
desired result. John became a firefighter and Jane rescued
her marriage. But with your Unique Coaching Proposition
(UCP), you were able to deliver the perceived result for
which you were hired, which can now be measured,
quantified and ultimately expressed in terms of a coaching
fee! By creating the perception of an achievement, a
coach can legitimately determine an actual coaching value
(in the form of coaching fees) based on the perceived
value of the clients desired outcome.
The perception of the results that you deliver as a coach

will be perceived as reality in the clients mind. And
without compromising the integrity of the ICF definition of
coaching, you can now re-purpose your role as a coach
and become a goal-oriented and results-driven life or
business coach by being able to deliver the perception of a
result!
If, at the end of your coaching program, you can create
the perception of success for your client, so that the client
perceives this as the achievement of their desired
outcome . . . . you will have succeeded in delivering the
results your client hired you for as a coach.
Once the perception of an achievement turns into the
reality of your clients Desired Outcome, you are deserving
of your high-end coaching fees!
And that is a reality check you can take to the bank!
Lets Begin with the End in Mind!
"The credit card that is most often in default is

the one that people use to charge their empty promises!"
Let me ask you a question!
When you ordered this book, you were likely intrigued by
its title and you noticed that the title is divided into two
parts. The first part of the title suggests that the VALUE of
coaching is indiscernible. Whether you charge
predetermined session fees or sell your services as part of
a coaching program, your clients are not likely to pay you
much (if anything) unless you coaching can lead them to
part two . . . . RESULTS! If you can deliver on part two of
the title, you can charge your clients high-end coaching
fees, whatever they may be!
So here's my question. Which part of the title was more
compelling for you?
Unless you are totally altruistic or philosophically opposed
to charging high-end fees for your services, you're most
likely drawn to the second part of the title because many
coaches still struggle with being compensated at a
professional level for the services they provide.
This book will endeavor to accomplish four things:
1. Provide you with the strategies and techniques to
become a Results Coach. (For that's where it all
starts!)
2. Show you how to create tangible RESULTS for your

coaching clients. (For that's what successful and
profitable coaching is all about!)
3. Provide you with a formula to determine your highend coaching fees. (For that is your entitlement as a
Results Coach!)
4. Allow your clients to be able to justify their
investment in your coaching services by creating a
direct link between your coaching program and the
RESULTS they achieve. Clients dont pay for
coaching! They pay for RESULTS!
First of all, let me congratulate you on being a coach!
It`s one of the greatest and noblest professions in the
world! Life and business coaching has also become one of
the fastest growing industries world-wide, second only to
information technology! Life and Business Coaching is
now a multi-billion-dollar industry.
Yet many coaches are struggling financially and are
desperately trying to fill their practices with reliable and
high-paying clients. I believe that not having enough
clients is only a symptom of an unsuccessful coaching
business, but not its root cause. If youre not running a
successful and profitable coaching practice, there are only
three reasons:
1. Youre not giving your clients what they want.
2. Youre not providing your clients with the coaching
services that they ask for.
3. Youre not giving them enough VALUE for their money!
Your real problem is that youre not properly trained to

provide your clients with the one thing that they want
most of all! The one thing that theyre prepared to pay
you a huge coaching fee for.
Your clients dont care about your credentials,

diplomas, certifications or degrees.
They dont care about all your experiences.
They dont care how successful you are personally.
There are only two things that matter to your clients:

1. Your clients want you to help them solve their specific
problems or challenges. They dont want you to simply
bounce it back at them!
2. Your clients need your expertise as a coach to facilitate
their desired RESULTS. And if you cant facilitate those
RESULTS, theyll find a coach who can!
Yet many coaches do not use a coaching system that is
100% goal-oriented and results-driven. They feel
inadequate when asked to provide this level of expertise.
Many coaches still offer the same old coaching method of
listening, empathizing, asking questions, inspiring and
motivating.
Yet the traditional coaching model will not teach your
clients how to make life-altering changes! It will simply
guide them on a path to nowhere. Clearly, todays
coaching clients want much more than that! They want
you to have the skills that will help them achieve a Desired
Outcome!
There are many reasons WHY you want to become a
Results Coach!
As a Results Coach:
You'll immediately rise to the top of the coaching
profession!
You'll be instantly recognized as a qualified coach!
You'll turbo-charge your coaching practice!
You'll gain an abundance of high-paying clients!
You'll be able to market yourself at speaking
engagements and seminars.
You'll be able to give interviews on radio and
television.
You'll have total confidence in your ability to coach
ANYONE!
You'll set yourself apart from other coaches as an
authority in the coaching industry!
You'll be the envy of other coaches and live the
lifestyle many can only dream about!
You can charge high-end coaching fees!
But the real reason why you want to become a Results
Coach is not just about charging more money! It is not
just about the recognition you'll receive in your niche! It's
not just about the status you'll gain in your industry! It's
not just about the credentials that you can put behind
your name! And it's not just about the respect you'll get
from your peers and clients!
While all these things are important elements of a
successful coaching practice, the real reason why you
want to become a Results Coach is because you can
deliver the Desired Outcome your clients are looking for!
Your ability to facilitate a Desired Outcome for your clients
will ultimately catapult you to the top of your coaching
profession!
We all want to be successful! As a life or business coach,

you want to be successful! That why youre reading this
book!
But your clients also want to be successful. And theyre
always looking for new opportunities to create success.
They want success in their relationships, their careers,
their businesses, their health & fitness, their finances and
their faith. And when they hire you as a coach, you
become the facilitator of success!
Unfortunately, many coaches will help their clients create
the 'illusion of success'. And when that illusion does not
match the client's expectations, the client will fire that
coach and look for someone else.
Only a Results Coach can help a client solve a specific
problem or achieve a desired outcome!
So WHAT exactly is a Results Coach and HOW do you
become one?
Here are some examples of what a Results Coach is . . . .
and isn't!
A Results Coach can create life altering and

permanent changes for their clients.
As a Results Coach, you will be able to create dramatic,
permanent and life-altering changes for your clients. The
only reason your clients hire you, is to help them achieve a
goal or objective and to create a roadmap to success. Not
some whimsical secret or attraction to success, but an
actual life-altering process that will create lasting results!
As a Results Coach, you will have a unique and powerful

connection with your client that will produce tangible and
measurable results.
A Results Coach can identify the problem that a client

needs to solve.
One of the unique characteristics of a Results Coach is the
ability to identify and isolate any problem, challenge or
issue that is preventing the client from achieving a desired
outcome. Most traditional coaches will deal with surface
issues that are easy to recognize. They just let the client
explain the problem and 'coach' them toward a solution.
But a Results Coach delves deeper by asking targeted and
probing questions that will unveil the client inner
motivations, hidden blockages and self-imposed
limitations.
A Results Coach can help a client achieve a specific

goal.
Your clients will pay you a huge coaching fee, if you can
help them achieve a specific goal! Many traditional
coaches are reluctant to become an active participant in
the process of achieving a desired outcome for the client.
They feel that this compromises their role as a coach.
Nothing could be further from the truth! A Results Coach
not only leads the client to their desired outcome, he/she
creates the strategies and solutions required for the client
to reach their objective. A Results Coach is therefore a
'hands-on' participant in the client's quest to achieve a
desired outcome. While most traditional coaches will
remain on the sidelines, a Results Coach becomes a
strategic partner in the client's success.
A Results Coach does not need to start from scratch

when solving a problem.
While traditional coaches explore the opportunities to
create changes based on the situation the client is in, a
Results Coach creates a "Restore Point" from where the
client can follow a clear path to their desired outcome.
There is no room for ambiguity when it comes to
delivering the desired RESULTS the client is prepared to
pay high-end coaching fees for!
A Results Coach sees the client's problem or goal

differently from other coaches.
Tradition coaches align themselves with their clients when
they listen, empathize, ask questions, inspire and
motivate. But a Results Coach removes the veils that often
obscure the client's vision. I refer to these as "The Seven
Veils of Success" and describe them in great detail in
Results Coach Mastery. Once these veils are lifted or
removed, the client will see the problem or the goal
differently and they will thank you for not having the
'tunnel vision' of traditional coaches.
A Results Coach does not need to be an expert in the

area that the client seeks coaching for.
A Results Coach charts a solution to a problem, while
the client steers toward the solution. The Results Coach is
the navigator, while the client stays at the helm. The
Results Coach provides the formula, while the client solves
the equation. As a Results Coach, your services
compliment the client's ability to achieve a desired
outcome. But only the client can achieve the desired
outcome!
A Results Coach has the strength, energy and

motivation to help a client achieve a Desired
Outcome.
Much of what distinguishes Results Coaches from the
majority of traditional coaches are the intangible
attributes that define their approach to coaching. By
being 100% goal-oriented and results-driven, every
coaching session with a Results Coach is a powerful
experience that resonates with the client and allows the
client to experience the full impact of coaching on the
client's ability to achieve a desired outcome. By being
laser-focused on the RESULTS, the Results Coach exudes
strength, energy and motivation to propel the client
toward a desired outcome.
A Results Coach is disciplined and focused.
A Results Coach is highly disciplined by taking a systematic
approach to coaching. Every session is always prepared
and delivered with a specific outcome in mind. A Results
Coach is also fully focused on the desired outcome that
the client wants to achieve and removes whatever
roadblocks are in the way or maneuvers around any
detours without ever losing sight of the destination ahead.
A Results Coach thinks critically and will not shy away

from challenging conventional beliefs.
There will be times when a Results Coach must challenge
the client on a belief that is limiting the opportunities to
achieve a desired outcome. It is the role of the Results
Coach to make sure that the client does not stray from
their chosen path. This may require the Results Coach to
challenge some of the conventional beliefs that the client
has held in the past. A Results Coach must not shy away
from expressing an opinion, even if this opinion is contrary
to the client's personal beliefs, especially when these

beliefs are an impediment to achieving a desired outcome!
A Results Coach never stops learning.
A Results Coach needs to stay on top of his/her game and
constantly explore new coaching techniques and
strategies. It is this type of further education that will
allow a Results Coach to be able to always deliver quality
and value to the client.
A Results Coach sees the big picture, not just the

picture that the client sees!
A Results Coach must see and stay focused on the desired
outcome of the client, even if the client veers off the
chosen path or derails your coaching train. Often the
client will lose sight of the end goal, or will be too focused
on the details to see the big picture. It is the job of the
Results Coach to put the coaching train back on the track
and on schedule!
A Results Coach looks for solutions to problems and

doesn't just listen to them.
A Results Coach looks for solutions to problems that are
preventing the client from achieving a desired outcome.
And while the client is the architect of his or her quest, the
Results Coach helps the client remove "road blocks"
(excuses) and create "detours" (opportunities).
A Results Coach is an EXPERT in the "Art of

Coaching"!
The "Art of Coaching" is the application of all the skills,
strategies and techniques that a Results Coach uses to
help a client achieve a desired outcome. A Results Coach
provides the canvas upon which the client must paint the
image of their desired outcome!
EXPERT Signposts:
1. Of all the EXPERT qualities that are listed in this
chapter, I relate best to:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
2. The reasons I love to coach are:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
3. I am most comfortable coaching people in the areas of:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
4. By becoming a Results Coach, I will be able to:

________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
5. I already consider myself an EXPERT in:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
6. My old perception of coaching was:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
7. My new perception of coaching is:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
Now that you have a better understanding of what a
Results Coach is, it is time to take the first step to
becoming one!
In the next chapter you will learn how to change your
perception of coaching by becoming a Results Coach.
Change Your Perception of Coaching

"Your dreams do not require any accountability!
But your vision does!"
Let's take a closer look at the concept of coaching (life or
business) and align it with your personal perception of
what coaching is all about.
But before I do that, I want to make some generalizations
and speculations about who you are and why you are
reading this book.
I hypothesize that you are a coach who falls into these two
categories:
You are a coach who needs to attract more highpaying clients.
You are a coach who needs to generate more coaching
revenue.
I further speculate that:
You don't consider yourself a Results Coach. (At least
not yet!)
You sometimes feel inadequate when it comes to
offering your coaching services.
You often question your ability to facilitate the
RESULTS your coaching clients are looking for.
You lack the confidence you need to present yourself
as a Results Coach.
I anticipate that:
You are a coach who is passionate about helping other
people.
You are a coach (new or seasoned) who wants to make
a difference in the lives of your clients.
And finally . . . .
You are looking for the opportunity to become a
Results Coach.
You are ready to take on the challenge of becoming a
Results Coach.
You'll do whatever it takes to become a Results Coach.
If this describes who you are and why you are reading this
book then let's continue!
In addition to the four goals I outlined in Chapter #1, I also
want to create one specific outcome:
I want you to become a Results Coach and start charging
high-end coaching fees!
In essence, all you need to do right now is to change the
perception you have about coaching.
More importantly, you need to change the perception you
have about yourself as a coach! So, let's change that
perception right now!
What exactly is your perception about coaching in general
and about your role as a coach in particular?
Again, I'm going to use some clairvoyance to make certain
assertions about what kind of coach you are.
From what you've told me so far (telepathically, of

course), I'm surmising that:
You have some post-secondary education. Perhaps
you have a college degree or a professional diploma.
You've spent time researching your coaching "niche"
and you've confirmed that there is a demand for your
coaching in that niche.
You've invested in one or more training programs on
coaching and read everything you could find on "how
to get coaching clients.
You are contemplating (or you may have even
completed) a coaching "certification" program!
You're keen to grow your coaching practice and you're
eager to take on new clients, but for some reason you're
stuck!
Something is holding you back!
Your perception of what coaching is all about does not
match the reality of your current (financial) situation! And
now you have a nagging question in the back of your
mind! What needs to change? Your perception of
coaching or your financial expectations?
The simple answer that will allow you to become a Results
Coach and charge high-end coaching fees, is this:
1. You need to change your perception of coaching, and
2. You need to become more realistic about your
financial expectations!
And here's a hint of things to come! Changing your
perception of coaching and creating the perception of a
Results Coach will invariably result in the financial

abundance that has eluded you so far!
Results Coaches make more money! MUCH MORE!
So, how much do you earn as a coach? And how much
could you earn as a Results Coach?
The answer to both these questions is surprisingly simple!
When it comes to how much you could earn as a Results
Coach . . . . the sky is the limit! When you compare that to
what you're currently earning as a coach . . . . you fill in the
blanks! But let's look at some industry facts and figures,
so that you can set some bench marks for the future!
Two recent surveys have pegged the average session fee
for a life coach between $160 to $214. It is far beyond the
scope of this book to provide you with my critical analysis
of these two studies, but for those of you who would like
to delve in a little deeper, here are the links:
ICF Survey 2012:
http://www.coachfederation.org/includes/media/docs/IC
F-Region-NORTH-AMERICA.pdf
Sherpa Earnings Report 2012:
http://www.sherpacoaching.com/pdf%20files/SherpaCoac
hingSurvey2012EarningsReport.pdf
As with any survey, the data collected is highly speculative
and only represents a small fraction of the total number of
practicing life coaches, leaving out a vast number of
coaches who are not certified by these industry
organizations and therefore do not report their earnings.
I have a lot more to say on the "value" of coaching

certification programs later on in this book, but suffice to
say that I'm not a strong proponent of churning out
coaches who all follow a similar coaching philosophy and
style. And the thought of having these people regulate
and harness the coaching industry I find downright scary!
Serious coaching clients pay huge coaching fees for
achieving a Desired Outcome. They don't care about any
accreditations. They just want RESULTS!
But, for the sake of argument (and in the absence of any
conclusive data) let's assume that these rates are a
reasonably accurate representation of the average session
fees that professional coaches collect. The other statistic
worthy of note is the annual earnings average for a life
coach. According to these two studies, life coaches
earned (on average) $55,450 in 2012, while business
coaches fared slightly better at $71,000.
So what would Vilfredo Pareto (1848-1923) have to say
about all this? You may recall that Mr. Pareto surmised
that virtually everything can be broken down into 2
distinct camps or categories. It is known as the "80/20
Rule". If you believe in the Pareto Principle (and many
economists do), then it's easy for you to determine
whether you're part of the 80% of traditional coaches, or
part of the 20% of Results Coaches that earn 80% of all the
coaching fees. These are the high-end coaching fees I
refer to and these are the high-end coaching fees that I
want you to collect!
If your perception of coaching is that your ability to coach,
the value of your contributions to your clients and the
coaching fees you currently charge all relegate you to that
vast wasteland of traditional coaches that mire in the 80%

"trough" of Vilfredo Pareto, then I have good news for
you!
We're going to drastically and dramatically change your
perception of coaching!
And we're going to start by creating a new perception of
you as a Results Coach!
EXPERT Signposts:
1. The things Ill have to learn in order to succeed as a
Results Coach include:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
2. The things Ill have to create in order to succeed as a
Results Coach include:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
3. The excuses Ill probably make along the way, which Ill
have to overcome, include:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
4. The grand vision I have for myself as a Results Coach is
to:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
5. When times are tough I will always remind myself that:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
6. In order to be perceived as a Results Coach, I am going
to have to let go of:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
Become a Results Coach

"Once we change the perception of 'who we are'
we can create the perception we desire"
Now that you have decided that you don't want to be a
'bottom-feeder' in that vast pool of 'traditional' coaches
that makes up 80% of the total coaching population, it's
time to claim your place among the 20% of the coaching
elite that I consider to be Results Coaches! And there is no
simpler, faster and more authentic way of doing so than
by delivering the RESULTS your clients are looking for.
And the only true authority you need to validate your
qualification as a coach comes from the RESULTS you
deliver! Once your clients perceive you as a coach who
can deliver RESULTS, they will invest in you and pay you
But there are a number of steps that you must be
prepared to take in order to give that perception a solid
foundation and an indisputable validity! In short, if you
want to be perceived as a Results Coach you must first pay
your dues! It is in that 20% fraternity of the coaching elite
where you need to position yourself. But membership has
its price! There is no free admission to this highly
exclusive group of expert coaches. There is no
compromising on integrity once they invite you in. I'm
here to help you climb to the top by providing you with a
roadmap and a torch. I'm here to maneuver you through
the hurdles and hazards.
I'll even open the door for you, but it's up to you to step
inside.
Strategy #1 - Position yourself as a Results Coach

First, you must clearly define yourself, your business and
your brand as that of a Results Coach! There are 10
critical components to this process that I cover in detail in
Results Coach Mastery. Here is a brief overview of three
of the most important ones:
1. Make your coaching BRAND your "Seal of Authority".
If you don't stand out from the crowd of traditional
coaches, you will remain anonymous. Any coach who
stays anonymous is seldom heard or seen and
therefore hard to find. Your BRAND is your beacon!
Like a lighthouse, it scours the ocean for clients who
are lost and guides them to their "destination". A
Results Coach is perceived as an authority. Your
authority is your ability to deal with any situation, find
solutions to any problem, create opportunities for
success and, above all, help your clients achieve
RESULTS!
2. Reinforce the perception that you are a Results Coach
on every platform of social media. You need to update
and re-engineer your personal profile on every form of
social media that you actively participate in. Make
sure that these include the big 5: Twitter, Facebook,
LinkedIn, Google+ and YouTube. If you want to be
perceived as a Results Coach, everyone that you follow
or that follows you must be aware that you're the
Results Coach they can turn to. Offer your social
media tribe plenty of free expert advice and high value
content on subjects your followers are interested in
and let them know how you can help them get the
results theyre after and how they can connect with
you for further assistance.
3. I position myself as a Results Coach by creating highvalue content in the form of blog articles, video,
teleseminars, speaking engagements and podcast
interviews. When you have a platform where you're a
writer, speaker, seminar leader or a guest on a podcast
program, you'll gain instant recognition as a Results
Coach.
Strategy #2 - Stake out your turf as a Results Coach
Let the world know that you're a Results Coach. Don't be
modest about your ability to achieve results for your
clients. When a client hops onto your coaching bus, you
are behind the wheel! You're the driver! Many coaches
overlook the fact that they are perceived as leaders. As a
coach, you get to lead your client to a Desired Outcome.
Yes, it is the client who has to achieve the Desired
Outcome, but you're the facilitator! You are an integral
part of their success formula. Here are three proven ways
to claim your stake as a Results Coach:
1. Before you start any coaching program for your client,
create a customizable Coaching Agreement that
outlines the scope and duration of your coaching
program. Your coaching program must be customized
and personalized for your client, and contain all the
elements required to produce the results theyre after.
In your Coaching Agreement, clearly define:
a. The results your client wants to achieve. Be
very specific, so both you and the client have a
clear understanding of the goal that you are
coaching toward.
b. The commitment that both you and the client

will make to achieve the Desired Outcome. Set
out in detail the coaching services that you will
provide with the expected results that will
come from working with you as a coach. But
equally important is the client's commitment to
follow through on all the action steps that are
included in your coaching program.
c. The Coaching Fees that you have negotiated
with the client, based on the length of the
coaching program and the results that needs to
be achieved.
By having a personalized, goal-oriented and resultsdriven Coaching Agreement, you will be perceived as a
Results Coach and you will have a mechanism in place
that will create trust and accountability!
(A customizable template of the PersonaCoach
Coaching Agreement is included in Results Coach
Mastery.)
2. Never apologize for the length it may take to achieve a
desired result. The bigger the goal and the higher the
stakes, the longer it will take to achieve success! Make
sure that your Coaching Agreement provides sufficient
evidence to support your timeline (duration) for the
coaching program and ample detail on how your
coaching program will facilitate the Desired Outcome
your client is seeking! I deal with this in great detail
when I discuss all the aspects of the Coaching
Agreement in a future chapter.
3. Anticipate and resolve many (if not all) of the
objections your client may have about entering into a
long-term coaching relationship with you. Issues such
as coaching fees and the length of the contract are
bound to come up! Yet many coaches dread talking
about these issues and refuse to deal with them until

the client brings them up! Coaches are often caught
off guard when this happens and their response can be
timid or even apologetic when asked to justify the
price and duration of their coaching program. By not
dealing with these (and other) objection, you not only
postpone an inevitable (and often fatal) challenge to
your Results Coaching, but you also allow the client to
focus on cost & time instead of benefits & results!
4. No matter how good you are as a coach, there will be
occasions where your coaching program is not
delivering the desired results. There are many reasons
why this may happen and none of these is directly
related to you as a Results Coach. When a coaching
program is not delivering desired results or your
coaching relationship with your client is headed in the
wrong direction, it is time to pull the plug and end the
coaching program. That's why your Coaching
Agreement should contain a cancellation policy that
allows the client (or you) to sever the relationship.
The Coaching Agreement may be cancelled in
accordance with the cancellation provisions and a
refund will be issued, based on the cancellation
formula contained in the Agreement. Again, in Results
Coach Mastery, I will go much deeper into the value of
a cancellation clause and how it often 'seals the deal'!
Strategy #3 - Deliver your message as a Results Coach
One of the most effective ways to deliver your message as
a Results Coach is through the platform of speaking. You
can deliver your message live and on stage, or participate
online in a teleseminar, webinar or (my new favorite)
Google+ "Hangouts". There is no doubt that coaching
one-on-one is the preferred coach/client relationship and

creates the most dramatic results. But, as a Results Coach,
your services are in high demand and your time is limited,
so you need to find other, more innovative ways to
leverage the delivery of your coaching programs. Two of
the most effective ways of sharing the message of your
Results Coaching, both in terms of (your) time and cost (to
the client), are:
Group Coaching - By creating small groups (5 - 10) of
like-minded people, you can deliver your Results
Coaching in a highly leveraged fashion. You can do
group coaching in person, or via conference call. I find
the new Google+ Hangouts to be the perfect platform
to host coaching sessions with up to 10 participants.
It's absolutely free and private! In Results Coach
Mastery, I discuss in detail how to set up and structure
your own coaching 'hangout' and how to deliver
desired results, even in a group environment!
Product Creation - The ultimate way to "outsource"
your revenue potential is by creating a digital coaching
program that can generate passive income while still
delivering massive value to your clients! Much of what
you can accomplish for your clients as a Results Coach
can be reproduced as a digital and proprietary
'coaching system' that takes the client step-by-step
from a Restore Point all the way to a Desired Outcome.
You can make such a program niche specific by
focusing on the objectives that are common to your
coaching niche. Results Coach Mastery is a perfect
example of how I can deliver my message and
transform you into a Results Coach in only 50 days!
Strategy #4 - Create massive value as a Results Coach

If you want to be perceived as a Results Coach, you need
to create massive value for your clients. Whether you're
coaching one-on-one, in small groups or through the
media of your digital coaching system, your clients need to
find enormous value in your coaching method and be able
to experience measurable results from every coaching
session they have with you, directly or indirectly! Every
session and every digital installment must have a clearly
defined objective that is immediately attainable by
applying the action steps you provide during the coaching
session. In Results Coach Mastery I will show you how to
create a "Coaching Climax" approximately every 10
minutes during a coaching session. This is where the
clients will have the inspiration or visualization of an
impending achievement that will propel them toward
their objective - the Desired Outcome. Some coaches call
this an aha moment but I'd like to think of it as
something much more explosive! Hence the term
Coaching Climax!
Strategy #5 - Find your client's 'Restore Point'
I have never met a client who does not have a 'Restore
Point' from where to embark on a journey to achieve their
Desired Outcome. A 'Restore Point' is simply a point in
time where the client chose a wrong direction or took a
wrong turn in life or business. As a Results Coach, you
need to identify this 'Restore Point' and find the right path
your client needs to follow in order to achieve their
Desired Outcome. I cannot overemphasize the significance
of creating a 'Restore Point' for your clients and in Results
Coach Mastery I devote a whole section to this
component of a Results Coach! A 'Restore Point' is the

point where the client chose to follow a certain direction
on lifes journey. At some point in our lives, we all arrive
at a certain cross-roads where we must make a decision:
Do we turn left or right?
Sometimes we choose a partner and ask that person to
join us on our journey. But what if we chose the wrong
partner? Sometimes we commit to a career path based
on our education or our familys expectations. But what if
were unhappy with our career choice? Perhaps we
opened up a business, only to find that it is not profitable
or even viable. What if we were seduced into believing
that drugs or alcohol are the antidote to our pain? Maybe
we follow a faith that is no longer meeting our spiritual
needs. We can never go back into our Past and change it!
But we can go back to that intersection and start a new
journey in a different direction. We can go back to that
Restore Point and turn left where we once turned right!
EXPERT Signposts:
1. The lessons I learned here about positioning myself as a
Results Coach are:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
2. The steps I will take to position myself as a Results
Coach are:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
3. When creating my coaching programs, I am going to
package them so that they are:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
4. The way I will stay focused as a Results Coach is by:

________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
Now that you know how to become a Results Coach, let's
explore how to structure your goal-oriented coaching
practice!
How to Structure Your Coaching Practice.

"Coaching is always about Value
and never about Fees!"
In this chapter you're going to set up your virtual office
and hang out your Results Coach shingle. We're going
to structure your coaching practice and set you up to
collect high-end coaching fees! There are 10 steps to
creating a results-driven coaching practice.
1. Create the perception that you are a Results Coach.
We've talked about the qualities and characteristics of a
Results Coach in Chapter One. Many of these qualities
and characteristics you already possess, while others you
may still have to develop. For those of you who want to
master the "Art of Coaching", I highly recommend that
you enroll in Results Coach Mastery! You may even want
to combine this course with a private one-on-one
Perception Makeover that will give you the
opportunity to change your perceptions about coaching.
You can inquire about my availability by sending an email
to coach@personacoach.com. I would love to help you
achieve your Desired Outcome by becoming a Results
Coach!
2. Find your ideal coaching niche.
You need to clearly define who your ideal coaching clients
are and focus on becoming the Results Coach they need
and deserve to help them achieve their Desired Outcome.
We all have our comfort zones and coaches are no
different. So decide what type of coaching best describes
41
your comfort zone and focus primarily on becoming a

Results Coach in that area. Often, the lessons you learned
in life are a strong indicator as to where your coaching
focus should be. Many of you already have a high level of
expertise in a certain discipline or lifestyle and it only
makes sense to leverage that expertise into your speaking,
writing, coaching or consulting career. However, this book
is about becoming an expert in the "Art of Coaching", so
you dont necessarily need to be an expert in your
coaching niche!
3. Become an expert at identifying your client's "Desired
Outcome".
If you can identify your client's Desired Outcome, you truly
are a Results Coach! Your ability to expertly articulate
your client's problems, goals and objectives is
fundamental to the development and implementation of
your coaching program. Sometimes you need to interpret
your client's Desired Outcome while at other times you
may have to re-define a goal or objective. Occasionally
you have to go on a 'fishing expedition' to find the true
motivation behind a Desired Outcome. This is where your
skills as a Results Coach are really put to the test!
4. Don't be a stranger!
Once you've identified your client's Desired Outcome, you
can develop a coaching program that is specifically
designed to help the client achieve results. But
understanding your client's problems, goals and objectives
is only part of the equation. In order to gain the client's
complete trust that you are the Results Coach that can
help achieve any Desired Outcome, you must demonstrate
to the client that you're no stranger to this challenge. You
need to create a bond with the client by relating to the
42
challenge at a deeper and personal level. Your client

deserves to know how you have faced similar situations in
your lifetime and how you created solutions to achieve
your own goals or deal with your personal demons. Once
you establish the emotional bond based on kindred
experiences, you will gain the trust and respect deserving
of a Results Coach. Don't be a stranger! Become a
partner!
5. Use a formula to achieve a Desired Outcome.
As a Results Coach you must systemize and not improvise
when it comes to helping the client achieve a Desired
Outcome. Many traditional coaches decide on creating a
coaching program that is random and relies heavily on
"inspiration and intuition". While I agree that these two
components are important, they do not offer the structure
or system that is required to create a 'blueprint' for your
client's Desired Outcome. The reason I chose "Let's Begin
With The End In Mind!" as the title for the first chapter of
this book was very deliberate. It is easier to begin a
project if you know the Desired Outcome! The bottom line
is simple. If you want to become a Results Coach and
charge high-end coaching fees, you need to work with a
system that will take your coaching program from the
initial Introductory Session all the way to your client's
Desired Outcome. Results Coach Mastery is a unique and
proprietary coaching system that is results-driven and
goal-oriented. It contains the complete blueprint to take
any client from a Restore Point to a Desired Outcome, no
matter what that Desired Outcome might be.
If your client can conceive it and believe it, a Results Coach
can help achieve it!
43
6. Set up your virtual office.

Now that you have created the perception of a Results
Coach, identified your coaching niche and created a
coaching formula, it's time to set up shop! You need to
start cultivating a following and build a platform from
where to deliver your expertise. I'm assuming that you
already have a website, but I truly doubt that your website
creates the perception of a Results Coach! Let me share
three things that your website must do in order to create
this perception!
I. Your website must create massive value!
The point of having a website is to provide valuable
information for those who need it. Your visitors want to
see quality content in the form of blog posts, articles and
videos that add value to their personal and/or
professional lives. You must perpetuate the perception of
your expertise by providing valuable content and training,
all for free!
II. Your website must capture leads.
The practical purpose of providing free content and
training is to capture leads and to expand your list of
devoted follower. Thats why we call it content
marketing! So, while the content and training on your
website is 'free', your visitor's will need to give you their
name and email address before they can have access to all
this free information. Your market is largely defined by
the size of your list. Your ability to charge high-end
coaching fees is in direct proportion to the size of your
mailing list. The more followers and subscribers you have,
the more money you will make. Lead creation is a fairly
well understood concept in general terms, but a Results
Coach has several important advantages in attracting
44
quality leads. I devote a whole section to lead generation

in Results Coach Mastery!
III. Your website must make money!
There are literally thousands of web creation software
programs that will effectively market your products and
services. As consumer preferences change, so do the
marketing strategies that evolve along with it. As a
Results Coach, you need to have a website that recognizes
the demands of your niche and provides solutions in the
form of coaching programs (one-on-one, group or hybrid)
that are easily accessible. But here's an example of the
changing trends in online marketing! Your website must
be more than 'computer friendly'. Before your website
tells your visitors to 'click here', please keep in mind that
more and more visitors are accessing your website
through different media, such as mobile devices, notepads
and interactive TV, so you need to provide options to
connect with you audience that are not always dependent
on the click of a mouse!
7. Marketing your coaching programs and products.
Once your new & improved website is up and running,
your virtual office is open for business! All you need to do
now is to convert your 'window shoppers' (your visitors) to
actual clients who will purchase your products and
programs! But before you ask your visitors to purchase
your products, there is one more important step you need
to create in this conversion process. And once again, it
requires for you to deliver even more free valuable
content in order to lead your visitor to the decision they
need to make. The decision to invest in you! You may
decide to offer them a free coaching session (not my
favorite!) or give them some free training in the form of 3
45
videos and a webinar. By delivering real value in advance

of, and leading up to a purchase by a potential client, you
must create trust and reciprocity that will create a comfort
zone and a desire to make the investment in you as a
Results Coach. Results Coach Mastery goes into great
detail about the correlation between the value you deliver
with your coaching program and the investment the client
makes in your coaching program.
8. You can never give away too much free content!
A Results Coach will never run out of valuable content to
deliver to his followers. Don't scrimp when it comes to
posting free articles, blogs, training videos, etc. Not only
will your followers love it, but so will the search engines.
Nothing works better for SEO and edge ranking than
unique free content that delivers massive value to a highly
engaged following. Make it a policy to always give your
best advice away for free! Just not all of it! Giving away
amazing free content that adds enormous value will leave
your followers clambering for more! For example, if your
Introductory Coaching Session is full of "aha moments",
your new clients will be anxious and excited to sign on to
your coaching program and pay your high-end coaching
fees! Start posting your own unique content on all your
active social media sites and perpetuate the perception
that you are a Results Coach. Choose you social media
platforms based on your coaching niche. Wherever they
hang out, you must also hang out! And hang out regularly
by posting valuable free content!
9. Invite promotional partners to pair up with you.
As a Results Coach you must create enormous value for
your clientele and your high-end coaching fees are in
direct proportion to the value you create with your
46
expertise. By being perceived as a Results Coach, your

peers and colleagues are going to take notice of your
unique brand of coaching. And they may have access to
hundreds or even thousands of their followers who also
stand to benefit from your coaching programs. Why not
invite your colleagues to act as your ambassadors and
have them promote your programs to their tribes? You
simply pay them a fee for introducing your programs and
services and everybody wins! You get more clients while
they make more money! By working with promotional
partners, you'll have the opportunity to share your
information with their audiences. Exchange concepts and
ideas on webinars and teleseminars, or create your own
Google+ Hangout and invite them as guests on your web
TV program. Or start your own PodCast Show! (This is
rapidly becoming my personal favorite).
10. It's always about value and never about fees!
When you deliver massive value for your clients, you
create more than just the perception of a Results Coach.
You label yourself as a Results Coach by creating a unique
distinction about 'who you are' as a coach! Never allow
yourself to be boxed in by the self-imposed limitations
traditional coaches have placed on themselves. You are
not the 'cookie cutter' product of some coaching school or
institute. As a Results Coach, you are a symbol of
innovation. Your coaching programs are unique and
fundamentally different from any other conventional
coaching model. You always strive for excellence in
everything you do, not just in your coaching practice but in
every other aspect of your life - personal, professional and
spiritual! And you provide an incomparable service that is
rooted in your convictions that "it is always about value
and never about fees!"
47
As a Results Coach, you always deliver amazing value for

your clients. How you deliver that value constitutes your
coaching practice. You coaching practice is therefore the
hub of all your services, whether these are one-on-one,
group or hybrid coaching programs.
48
EXPERT Signposts:
1. I have identified my ideal coaching niche as:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
2. My coaching niche will benefit greatly from my
backgrounds as a:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
3. I can truly relate to the needs and desires of my niche,
because:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
49
4. In order to create the perception that Im a Results

Coach, my website must:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
5. The most important changes I must make to my
website are:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
6. Three promotional partners I would like to work with
are:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
7. My preferred method of creating valuable free content
for my followers is:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
In the next chapter, I will reveal the essence of the
PersonaCoach Fees Formula. This is the formula that
you will use to determine your high-end coaching fees!
50
Going Back to the Basics of Coaching

"The road to success is always under construction"
~ Lily Tomlin
I love to coach!
I love to transform people's lives and help them achieve
their Desired Outcome. And by creating massive value for
my clients, I'm able to charge high-end coaching fees! But
it wasn't always so! Early on in my career I needed to
brand myself as a coach and gain the respect of my peers
and recognition in the coaching community. I often found
myself in that awkward position of having to negotiate
and justify my fees.
I was not always perceived as a Results Coach and I knew
that I had to create that perception in order to raise my
coaching fees in relation to the service and value I
delivered! That's when I created the formula I now refer
to as the PersonaCoach Fees Formula.
PersonaCoach Fees Formula:

The value of the Desired Outcome
that your client achieves
with your coaching program
must be in direct proportion to
the value of the investment your client makes
in your coaching program.
51
I dropped the 'traditional' coaching fee structure of

charging by the hour or the session and began to charge a
fee that was based on the results rather than the delivery
of my coaching program. With the PersonaCoach Fees
Formula, I was able to charge coaching fees that were
significantly higher than the hourly rate I charged before!
And since I charge a coaching contract fee that is based on
the value of the Desired Outcome, I am able to negotiate
the terms & conditions of the Coaching Agreement on a
fixed term of 3 to 6 months, instead of monthly renewals.
And even though my Coaching Agreement includes a
cancellation clause with a refund formula, I never had this
option exercised or the financial terms of the Agreement
rescinded. A Coaching Agreement that clearly spells out
the expectations and obligations of both coach and client,
as well as the details of the coaching investment, is an
immensely valuable document to have in place. I strongly
recommend that a Results Coach has a Coaching
Agreement in place prior to the start of any coaching
program. Results Coach Mastery contains a sample of the
Coaching Agreement I use in my coaching practice.
Many coaching gurus are opting for generating passive
income from online digital products and programs that
require little or no involvement on the part of the coach,
once the product or program is delivered. These same
gurus will argue that coaching one-on-one is simply
"trading time for money". I certainly will not dispute that
creating passive income is a great way to generate
revenue! Once you create a digital product or program, it
can be distributed online without any further involvement
on your part. But is that really coaching?
52
My passion for coaching comes from the interaction

between coach and client and the value the client derives
from this interaction. While many digital personal
development products and programs offer valuable
content in a general sense, there is usually no interaction
taking place between coach and client. This means that
the client is being educated rather than coached! Yet no
one disputes the fact that one-on-one coaching delivers
the best results for the client. Through direct interaction
with the client, a coach can focus 100% on the challenges
the client is facing or the desired results the client is after.
Therefore, a Results Coach who coaches one-on-one has
the best opportunity to help the client achieve a Desired
Outcome.
I also disagree with the notion that one-on-one coaching
"simply trades time for money". In the Coaching
Agreement that I use in Results Coach Mastery, the value
of the coaching program is not based on a simple "dollars
for hours" formula. It is derived from the relationship
between the client's Desired Outcome and the coach's role
in achieving this outcome. The high-end coaching fees
that are charged to one client cannot be leveraged by
coaching multiple clients at the same time. The value to
an individual participant in a group coaching session
diminishes exponentially with any increase in the number
of participants. In other words, when your coaching
advice is delivered in a group session and distributed
among all the participants, the individual benefit to any
one participant is exponentially reduced in value! That's
why personal development gurus, such as Tony Robbins
and Brendon Burchard will have a select number of
individuals who will pay an exorbitant amount of money
to have private one-on-one coaching sessions. For these
53
individuals, the cookie cutter solutions of a digital program

just don't cut it when it comes to the coaching value these
people need in order to achieve their Desired Outcome.
When I started this book, I made the decision to focus
exclusively on the role of the Results Coach in the context
of true coaching. I realize that there are some coaching
gurus who will disagree with my assertions on what
constitutes 'true coaching' and how this is different from
the online marketing of personal development products
and digital coaching programs. I do not negate the value
these products and programs can bring to a customer
base. But unless there is some form of direct interaction
between coach and client, we're simply marketing online
products. We're not coaching!
There are many quality products and programs available
that focus on the creation, marketing and selling of online
coaching and personal development products and
programs. Every Results Coach should have a digital
product that can be purchased online, thus creating a
steady stream of passive income. I have created several
programs that are part of my online 'arsenal' of products
that generate 'passive income'. They are a great way to
introduce new concepts or create information products
about an upcoming training program. But the best way to
add value to online products or programs is to combine
them with actual 'live' interaction in the form of training
webinars or coaching programs.
In Results Coach Mastery, I focus on the three methods
with which a Results Coach can generate high-end
coaching fees or leverage expertise to maximize income.
These are:
54
1. One-on-One Coaching ***

2. Group Coaching ***
3. Hybrid Coaching ***
*** NOTE TO READER
I conduct the vast majority of my One-on-One
Coaching via telephone. While I will occasionally coach
a client face-to-face during a full-day VIP session
where I meet the client for the whole day and coach
him/her during a marathon coaching session, it is more
practical and convenient for most coaches and clients
to conduct coaching session by phone. The same holds
true for Group Coaching. With the exception of
coaching small groups of executives as part of a
corporate program that I conduct, I use teleseminars,
webinars and now Google+ Hangouts to conduct my
group sessions. Therefore, all references in this book
to one-on-one or group coaching are in the context of
virtual coaching, although the same principles will
hold true in any face-to-face situation.
In the next three chapters I will explore the merits and the
benefits of each of these three option. Personally, I use all
three and I suggest that you do the same. Once your
coaching practice reaches a level where you want to scale
down on personal coaching, you may decide to add
passive income streams to your portfolio. I do not
recommend that you ever abandon personal coaching in
favor of online marketing of your products and programs.
Always remember your roots and your passion. No
55
amount of valuable content can ever replace the

interaction between a coach and a client. Be true to your
gifts and talents! By all means, spread your message in a
massive way and a passive way, but always leave room to
help those who need to connect with you directly. Most
entertainers and performer hunger to get back on stage in
front of a live audience, no matter how many recordings
they sell or movies they make. There is amazing power
and synergy in a 'live' connection and a Results Coach
needs to engage at this level of personal interaction in
order to help some clients achieve their Desired Outcome.
Think about the value to the client that these options will
bring and marvel at the opportunities each method of
coaching creates to facilitate a Desired Outcome. Master
the techniques outlined in the next three chapters and
follow the blueprint for each of the three coaching
modalities. As a Results Coach, you must decide which
model is best suited for your client, based on the expected
outcome, unique variables and preferred method of
delivery.
Results Coach Mastery contains a special module to help
you create a Restore Point for your clients that will take
them back to a starting point from where they will begin
their journey to a Desired Outcome. It is very important
that you learn to recognize these Restore Points so that
you will be able to "connect the dots" when assessing the
best way to help your clients achieve their Desired
Outcome.
56
EXPERT Signposts:
1.
The coaching method Im most passionate about
is:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
2.
What makes me distinct as a coach is my ability to:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
3.
The reason I am committed to excellence in
everything I do is:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
4.
The reason Im a coach in the first place is to:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
57
5.
Ten short articles I could write and post on my blog
include topics such as:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
6.
Ten short videos I could create and post to
YouTube could cover topics such as:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
_______________________________________________
7.
When I put all this free content inline, my goal is
for customers to read, hear or watch it and then take this
next action:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
In the next chapter, we explore in detail how a Results
Coach creates a one-on-one coaching program and how to
structure a comprehensive Coaching Agreement that
outlines the terms & conditions of your coaching
relationship with the client, the investment your client
needs to make (your high-end coaching fees) and most of
all the value that you will deliver as a Results Coach!
58
One-on-One Coaching
"There is no need for arrogance
where there is confidence"
If you want to become a Results Coach and your goal is to
be the facilitator of your clients quest to achieve a Desired
Outcome, there is no substitute for One-on-One Coaching.
It is simply the best approach to achieve success as a
Results Coach. One-on-One Coaching creates a powerful
bond between you and your client. It is an intimate,
discreet and extremely personal relationship between
coach and client that is totally reliant on honesty, mutual
respect and the pursuit of a common goal the creation
of your clients Desired Outcome!
One-on-One Coaching is the only way to create a unique
and client-specific coaching program that goes far beyond
the structured approach used in group coaching. And
because One-on-One Coaching is fully focused on the
clients objectives, it will deliver far greater results than
any other type of coaching. But while One-on-One
Coaching is by far the most effective way to create
permanent change and achieve desired results, it is also
the most time-consuming and labor intensive way to
coach your clients. And this is why many coaching gurus
and trainers recommend the much more efficient group
coaching model as a way to leverage your time. And in
theory they are correct!
If you are a traditional coach who charges a set fee for
your coaching sessions, then the economies-of-scale
59
dictate that it is far more efficient to coach a group for an

hour than coaching on an individual basis. But this
efficiency is based on the notion that the sum total of
the fees collected from a group is greater than the single
coaching fee collected from an individual. And while that
may be the case in most instances of traditional coaching,
the One-on-One Coaching fees that are negotiated by a
Results Coach may exceed a typical group coaching fee by
a significant margin!
Heres why!
If your high-end coaching fees are a representation of the
value of the Desired Outcome your client wants to achieve,
then the sky is the limit! Literally! Lets face it, if
relationship issues could be solved by applying a set of
generic solutions, most relationship coaches would be out
of work. If a client wants to save a relationship, they need
to talk to somebody! Someone who will take the time to
listen to their problems and who will add value to the
situation as an arms length and independent facilitator.
Of course, many relationship issues have underlying
similarities and can be addressed in a coaching group
format, but not every issue has a cookie cutter solution.
As a Results Coach, you can provide a unique and intimate
service that only a One-on-One Coaching program can
accomplish. And for that, youre entitled to charge highend coaching fees!
Michael Gerber, who is the author of The E-Myth, has
sold millions of copies of his books, but he and his team
still provide one-on-one coaching and consulting to those
who need to go even deeper to resolve their business
challenges. And for that, theyre entitled to charge high60
end coaching fees! Every time one of your clients needs a

solution to a specific problem or a path to a Desired
Outcome, you will become an integral part of this process.
And for that, youre entitled to charge high-end coaching
fees!
Whether your coaching practice focuses on personal or
professional development, when a client seeks your
involvement as a coach, that involvement comes with a
fee. Heres how I define an Expert (high-end) Coaching
Fee:
An Expert Coaching Fee is the reasonable and realistic
representation of the value of a Desired Outcome.
But what exactly is a reasonable and realistic
representation of such a value? Lets examine this
question in greater detail and lets see if we can quantify
this definition. First, we need to break down the various
components of the formula.
1. The price of your Introductory Coaching Session.
Anything of value requires an investment. Nothing in life is
free!
Yet traditional coaches will give out free coaching sessions
to anyone who is willing to spend some time on the phone
with them. Some coaching trainers advocate that this
practice leads to an abundance of coaching clients, yet I
have witnessed many coaches who experienced rejection
after rejection by using this method and end up with few
(if any) clients who pay next to nothing in coaching fees!
While some of my colleagues may disagree, I firmly
believe that free sessions dont sell! As a Results Coach,
your Initial Coaching Session is not about selling your
61
services . . . its about confirming the value of your

services. It is about delivering value from the get-go!
As a former Realtor, I learned the value of prequalifying a client before I would make an appointment
to show a home. There is no point in wasting time and
energy on introducing a client to a home that was clearly
not suitable for their lifestyle or budget. As a Results
Coach, you need to apply a similar standard to your
coaching clients. You dont need to sell your coaching
services. You simply need to confirm that they
complement your clients Desired Outcome!
And how do you do that?
Again, Ill use an analogy from my days in real estate.
Once I determined that a certain property was a perfect
fit for my clients, I would change my demeanor to an
assumptive mode. I would no longer entertain the
notion that my client might buy the home that was so
obviously suited to their taste and budget. No, I would
create the expectation in my own mind that the client
would proceed with making an offer. I would simply
assume that this would be the inevitable result! By
creating the perception that this was a foregone
conclusion to an eventual outcome, I in fact created that
outcome!
I use a similar approach when it comes to confirming the
value of my coaching services. By switching to the
assumptive mode, I do not waste time on selling my
coaching program! I already know that this is what my
client needs! I simply lead my client to that same
conclusion . . . . . by creating the perception of value!
62
I recommend that you charge a fee for your Initial

Coaching Session. I personally find that a fee of $97 is the
sweet spot when it comes to pricing an introductory
session. But I never substitute arrogance for confidence! I
always offer an unconditional guarantee for a full refund
of the $97 if the client is not totally satisfied with the
result of the session. My clients dont pay for coaching!
They pay for RESULTS!
Of course, the satisfactory outcome of the initial session is
not the retention of the $97 fee! You want your clients
commitment to a long-term coaching relationship! So
switch to the assumptive mode and engage your
prospective client by assessing both value and cost
associated with their Desired Outcome. This technique is
one of the many strategies that I teach in Results Coach
Mastery.
2. The value of achieving a Desired Outcome.
How do you quantify the subjective value of an intangible
such as a Desired Outcome? Or to put it in another way,
how do you measure the VALUE of something that doesnt
yet exist? How would you express the VALUE of happiness,
love, abundance or spirituality in dollars? While these
may very well be the qualities that your client is looking
for, you cant quantify them, nor can you estimate their
value relative to your clients overall objective for hiring
you as a coach. Worse yet, you cant put these terms into
a legitimate Coaching Agreement. Coaching Agreements
need to be clear and specific, even if their intent is largely
symbolic!
So lets introduce some goals and objectives that can be
measured in terms of their VALUE. These are the
63
milestones that youll help your clients identify as you

guide them toward their Desired Outcome. Every time
you reach a definable milestone, you can quantify the
value of the milestone in relation to the Desired
Outcome. For example, if your clients Desired Outcome is
a new relationship, you can label a first date as a
milestone. While the relationship itself may still be
elusive, that first date is real and can therefore be
identified and quantified as a step in the process toward a
relationship. Once you identify the milestones that help
keep your client on track, you will also be able to quantify
their value. Creating milestones as part of your coaching
strategy is a very important component in establishing
your high-end coaching fees and will be dealt with in great
detail in Results Coach Mastery.
3. The cost of NOT achieving a Desired Outcome.
The cost of not achieving a Desired Outcome is often
easier to identify. It is usually a cost closely associated
with your clients current personal or professional
situation. And while this cost may be emotional, it often
has a significant impact on the quality of life for your
client. A Results Coach knows exactly how to quantify this
emotional cost by putting it into the context of loss of
value. This loss of value may be the clients inability to
move forward in life and thereby impacting their quality of
life, or it could be loss of value that is the result of the
clients inability to achieve a Desired Outcome that would
significantly improve their financial position. It is
therefore crucial that a Results Coach can execute a
coaching strategy that will mitigate the cost of not
achieving, and increase the value of achieving the Desired
Outcome. I explain these strategies and techniques in
great detail in Results Coach Mastery.
64
4. Estimating the length of your coaching program.

A critical component of your coaching program is the
timeframe required to successfully achieve a Desired
Outcome for your client. Many traditional coaches enter
into an open-ended coaching relationship that sets no
parameters on the clients progress and has no tangible
and measurable accountability factors build into the
coaching program.
This is a mistake!
One of the fundamental principles of The Law of
Contract is that your Coaching Agreement must have a
term certain. This means that it has to have a start date
and an end date. Even though your Coaching Agreement
is more an agreement on principles than an actual
contract, it should be very specific about what the client
wants to achieve (the Desired Outcome) and how long
you need to work with your client to achieve this!
Many traditional coaches will argue that its up to the
client to achieve the Desired Outcome and therefore any
timeframe is beyond the coachs control. I personally
consider this a cop-out and an excuse for not wanting to
create a level of accountability on the part of the coach.
True, you cant control the clients ability to achieve a
Desired Outcome and that is certainly not your role as a
coach. But it is your role to hold your clients feet to the
fire and if the client is not progressing at the rate you
originally estimated, his/her feet are going to be awfully
sore!
There are 2 steps to estimating the length of your
Coaching Program.
65
Step 1 is to estimate the total length of time required for

the client to achieve a Desired Outcome. If your estimate
goes beyond six months, your clients Desired Outcome is
a vision and not a goal. You cannot coach a vision!
So in Step 2 you will break the Desired Outcome into
chunks of 3 6 months and treat those as milestones.
Create a new Coaching Agreement for each milestone
and adjust your coaching fees upwards after each
milestone reached! Results Coach Mastery will teach
you how to accurately estimate the length of your
coaching program.
5. Determining your high-end coaching fees.
This is where the coaching rubber hits the road! This is
the essence of Results Coach Mastery! This is how you
will collect your high-end coaching fees!
By now you probably realized Results Coach Mastery is
essentially about three things:
I. The Value of the clients Desired Outcome in real
and measurable terms.
II.
The Value of the investment your client makes in
your coaching program (Your FEES)
III.
The Relationship between these two values that
will determine your coaching fees.
Your fees will be based on actual VALUES and not on
hourly rates. You have created the perception of a Results
Coach and presented your client with a coaching program
that is results-driven and goal-oriented!
66
So now Im going to give you the formula that will

determine the amount of your high-end coaching fees!
This is the essence of the PersonaCoach Fees Formula!
The investment that your client will make

in your coaching program
is the monetary value that you will receive
for your coaching program
in return for the perceived value
your client will receive
from your coaching program.
I know that sounds like a mouthful, so let me break this

down for you!
The client makes an investment in your Coaching Program.
This is the total amount of fees that you will collect!
Therefore, the monetary value of your Coaching Program
is the total amount of fees you will collect from the client.
The total amount of your fees is based on the RESULTS
your Coaching Program must deliver. And since
perception is reality in the eye of the beholder, it will be
your job as a Results Coach to make sure that these
RESULTS match your clients perception of their Desired
Outcome!
When perception and reality are fused together in this
way, you will have achieved your objective in delivering
the results your clients are eager to pay you high-end
coaching fees for!
67
You are now a Results Coach!

Here are the 5 Steps to "calculate" your high-end coaching
fees.
Step 1 - The VALUE of your Signature Program.
If you dont have a Signature Program, youre not a
Results Coach.
In Modules 14, 15 & 16 of Results Coach Mastery I will
show you step-by-step how to create your own unique
and proprietary Signature Program. But right now I want
to focus on the monetary value of your Signature
Program.
Lets start off by clarifying one very important distinction!
Your Signature Program is not the same as your Coaching
Program. Your Signature Program expresses your
uniqueness as a coach. It identifies you as a Results
Coach! It is specifically designed and created for those
who are in your coaching niche. Your Signature Program is
therefore niche specific and is the foundation of your
Coaching Program.
Your Coaching Program, on the other hand, is client
specific and facilitates the actual transition your clients
must make to achieve a Desired Outcome.
In determining the Monetary Value of your Signature
Program, you must take into account:
the time it took to create it, and
the quality of its content
68
But the best quantifier in terms of pricing your Signature

Program is assessing the value it has for the client. In
other words, how will your Signature Program benefit
your client in achieving a Desired Outcome?
Based on the benefits your Signature Program provides, it
should probably be valued between $2,000 and $5,000 (or
more).
Once you determine the price of your Signature Program,
you must include that in the total VALUE of your Coaching
Program. When you release your Signature Program for
the first time, I recommend a value of $1,997.
Step 2 - The VALUE of your Coaching Program.
Your Coaching Program compliments, but does not
replace your Signature Program. Your Coaching Program
is client specific (for individual coaching) or group specific
(for group coaching).
To create a Coaching Program that is most effective, it
should not be less than 3 months and not be more than 6
months in duration! As a Results Coach you want to
minimize the length and maximize the results of your
Coaching Program. Remember that your high-end
coaching fees are determined by the RESULTS you deliver
and not by the number of sessions your Coaching Program
includes!
Your clients dont pay for coaching! They pay for
RESULTS!
Shorter Coaching Programs are easier to sell and deliver.
They are fast, focused and easy to finance!
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In determining the Monetary Value of your Coaching

Program, you must take into account:
i. Length of the program
ii. Frequency of the Coaching Sessions
iii. Duration (or length) of the Coaching Sessions
iv. And any additional support you provide, such as
email correspondence
The value of your Coaching Program is therefore
determined by a number of factors that can be measured
in terms of time & output.
Depending on the size of your practice, I recommend a
range of $3,000 - $6,000 for a basic 3-month Coaching
Program. Once the demand for your coaching services
exceeds your available supply of professional time, these
rates will move upwards until a new equilibrium is found.
When it comes to high-end coaching fees, the sky truly is
the limit!
Step 3 - The VALUE of your Coaching Delivery System.
The way in which you deliver your Coaching Program
factors heavily into the way in which you calculate your
Perhaps you offer One-on-One Coaching in person, online,
by phone or on Skype. Maybe you prefer to leverage your
time by offering Group Coaching! V.I.P. Coaching allows
you to focus on a client for a full day! And Hybrid
Coaching combines the leveraged benefits of group
coaching with the intimacy of one-on-one conversations!
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Each of these options will have its own influence on the

high-end coaching fees that you will charge. For example,
you may charge a fee of $3,000 - $10,000 for a V.I.P. Day.
I discuss these options in greater detail in Modules #17
and #23 of Results Coach Mastery.
Step 4 - The VALUE of achieving a Desired Outcome.
The perception that your client has about the VALUE of
achieving a Desired Outcome can greatly influence the
high-end coaching fees that you will charge! The greater
the perceived VALUE, the higher your clients expectations
that you will facilitate that Desired Outcome! The higher
the clients expectations, the greater your reward in terms
of high-end coaching fees!
Step 5 - The cost of NOT achieving a Desired Outcome.
The perception that your client has about the Cost (or Loss
of VALUE) of not achieving a Desired Outcome is often an
even stronger incentive to pay your high-end coaching
fees! When your clients perceive you as the Results Coach
who can stop the emotional or financial pain and suffering
that theyre experiencing, you will have all the leverage
you need to charge high-end coaching fees!
So heres the bottom line!
Your high-end coaching fees are determined by the
perception of VALUE that you create for your client. The
greater that perception the higher your fees!
Below is an example of how you might structure your
high-end coaching fees for a typical Coaching Program
that is based on your Signature Program. This example
assumes that this is a one-on-one coaching program that
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you deliver by phone. It further assumes that the VALUE

and COST of the Desired Outcome are not expressed in
monetary terms.
When determining your high-end coaching fees, there are
many variables to consider! Most professionals such as
lawyers and accountants charge fees based on the
complexity of the case or the return on the investment! If
you apply the 5 steps that I just outlined, you will have a
solid framework on which to base your high-end coaching
fees.
In Results Coach Mastery we go much deeper into the
structure of your high-end coaching fees.
Just remember, It is always about VALUE and never about
FEES!
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Example of the PersonaCoach Fees Formula

1. VALUE of Signature Program
$ 2,000
2. VALUE of Coaching Program
100 Days = 15 sessions
$300 per session
$ 4,500
3. Coaching Delivery
By phone
No additional expenses
$
0
4. VALUE of Desired Outcome
Not relevant at this stage
$
0
5. COST of Desired Outcome
Not relevant at this stage
$
0
Total high-end coaching fees
$ 6,500
6. The Prep Sheet.

The most effective way to measure progress with your
coaching program and to constantly reinforce the
accountability factor, is the Prep Sheet. Prior to every
coaching session, the client must submit a brief summary
(via email) of the progress that was made since the
previous session and identify any issues, goals and
challenges that he or she wants to discuss during the
upcoming session. A template of the PersonaCoach Prep
Sheet is included in Results Coach Mastery.
7. The Cancellation Clause.
I highly recommend that you include a mechanism
whereby your Coaching Agreement can be terminated.
Your Coaching Agreement must include a Cancellation
Clause in the unlikely event that a client or a coach
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decides that the value of the coaching program no longer

warrants the investment in the coaching program. Rather
than offering a money-back guarantee, your clients will
know that they have a way to cancel an Agreement that
no longer provides for mutual accountability toward a
common goal, i.e. a Desired Outcome. I personally offer
this Cancellation Clause on the anniversary of every 4session cycle. In other words, the client has an
opportunity to cancel the coaching program after the 4 th,
8th, 12th, 16th, etc. session by giving notice in writing (via
email) of his/her intention to terminate the coaching
program. The client shall be entitled to a refund of all
remaining fees that were paid in advance, minus 25% of
the total fees outstanding for the number of sessions still
remaining. However, if you (as the coach) terminate the
agreement unilaterally, you must reimburse the client for
100% of the remaining fees that were paid in advance.
8. The Miscellaneous Stuff.
The devil is always in the detail!
Make sure that you specify all aspects of the Coaching
Agreement, including the boilerplate terms & conditions
as well as any special conditions or specific outcomes. I
will delve more deeply into the mechanics of adding
specialty requests in Results Coach Mastery.
9. Putting it all together in a Coaching Agreement.
Most Coaching Agreements are ruefully vague on the
details of the relationship between coach and client. And
for good reason! The traditional coaching model is based
on a number of qualities that are highly subjective, such
as listening, motivating, empathizing, inspiring and
asking questions. But a Results Coach is always goaloriented. When I coach my clients, I enter into a coaching
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arrangement that is more like a Performance

Agreement. Rather than putting a lot of fluff into the
Agreement, I nail down the essential elements of my
relationship with a client. That way they know what to
expect and I know what to deliver! Its called mutual
accountability!
Here are some of the elements that should be covered in
your Coaching Agreement:
The relationship between coach and client.
A detailed description of the clients Desired Outcome.
An estimate of the length of time necessary to achieve
the Desired Outcome.
The perceived VALUE to the Client for achieving the
Desired Outcome.
The perceived COST to the Client for not achieving the
Desired Outcome.
A detailed explanation of what your coaching fees are
based on.
A detailed explanation of what the length of the
Coaching Agreement needs to be.
How your coaching fees are to be paid! (HINT! Always
in advance!)
What the responsibilities are of the coach & client.
How the coaching sessions will be conducted.
How the client needs to prepare for each coaching
session.
How to terminate the Coaching Agreement.
In Results Coach Mastery, Ive included a copy of a
Coaching Agreement that you can download and
customize.
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I consider the One-on-One Coaching option the best way

to help clients achieve their Desired Outcome. If achieving
a Desired Outcome is an absolute MUST for your client and
if you are able to quantify the value by applying the
PersonaCoach Fees Formula, then you need to engage
your client on a One-on-One basis. But often times, the
client may opt for a more general approach to achieving a
Desired Outcome, in which case either of the two
remaining coaching techniques will be applicable. In the
next chapter, I will discuss the merits of Group Coaching
from the unique perspective of a Results Coach!
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EXPERT Signposts:
1. I believe that as a coach, I should be accountable for:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
2. I believe that my clients should be accountable for:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
3. The reason clients should hire me as their coach is
because I can:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
4. My coaching techniques ultimately give my clients the
following benefits:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
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5. In order to pay my coaching fees, my clients must

believe that:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
6. The main thing my clients need to learn during our
Initial Session is:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
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Group Coaching
"People don't just want a better life,
they want a better world to live in!"
If Group Coaching is not a part of your coaching practice,
youre missing out on a great revenue source! Personally,
I like the freedom and flexibility that Group Coaching
offers me. It is an economical and affordable alternative
to the One-on-One coaching model that I described in the
previous chapter. But even with the Group Coaching
model, I apply the PersonaCoach Fees Formula to
measure the perceived value of my coaching program
against the actual value of the investment each member
of my group coaching program needs to make.
It is always about Value and never about Fees!
Benefits of Group Coaching
Lets take a quick look at some of the benefits Group
Coaching has to offer for you and your clients! The
immediate and most obvious benefit is your ability to
coach multiple clients simultaneously, thereby freeing up
valuable time to devote to other things that are important
such as your spouse and family, your health and wellness,
your community and your spirituality. The benefit this
brings to each one of these categories is well outside the
realm of any monetary value. This advantage alone
should be enough to have you re-think your marketing
strategy as a Results Coach! The ability to lessen your
busy work schedule and free up blocks of time to pursue
your hobbies, create an abundant lifestyle and travel
wherever your imagination takes you will be an
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immeasurable source of joy and happiness. And speaking

of travel, Group Coaching allows for real time participation
without the expense of travel (for you and your clients).
This way, you can assemble coaching groups around the
world, from various time zones and across all geographical
boundaries. And all that for little or no overhead cost to
you!
But there are other, less obvious but equally important
benefits associates with Group Coaching. Group Coaching
will accelerate the growth of your coaching practice
exponentially. It offers a balance between the content
you deliver to your clients and the dialogue you create for
your clients. Just a word of caution on the size of your
coaching group. I personally find that the ideal size for a
high-performance coaching group is between 5 7
participants in order to create the level of intimacy that
procures synergy and connectivity amongst its members.
Before you start to build or expand your Group Coaching
program, lets look at these two concept in greater detail!
Content
Group Coaching offers valuable coaching content in
the form of tips, resource links, materials, strategies
and techniques.
This content must be specifically designed to support
the goal of achieving a Desired Outcome that is shared
by the members of the group and that will have
enduring qualities for the groups participants.
This is particularly important if your group coaching
clients are relatively new to the concepts that you'll be
coaching around.
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It's best to create your own content or use the original,

proprietary and licensed content available from
PersonaCoach (Intl).
Dialogue
For those groups that are very familiar with your
coaching topic, such as corporate or industrial groups,
you're more likely to discuss "best practices" and
management ideas.
Connection is an essential element in group coaching
and as the groups moderator, you must constantly
build rapport and connectivity between the members
of your group. It is important that each member of the
group participates in the exchange of ideas while
contributing their own personal perspective. This will
enable the group to advance toward a collective
Desired Outcome. Engagement levels will be impacted
if group members do not feel connected with you or
the other participants in the group.
Check in with your group members at regular intervals
during the coaching call. As a rule-of-thumb, you
should engage your group through dialogue or other
means of participation on average every 5 - 7 minutes!
Get them involved in an exercise, or conduct a short
survey or quiz.
As a Results Coach, your role in the coaching group is
to act as the facilitator of new ideas and the
moderator of dialogue, making sure that each member
of the group is actively invested in the conversation
and is giving ample opportunity to contribute. A sure
way to continuously foster dialogue is by posing
thought-provoking questions.
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As is the case with any program that is designed by a

Results Coach, the agenda for the coaching group must be
spelled out and clearly articulated to all the participants.
Always let your coaching group members know where
youre going with the session! Once the goal is defined
and the objective identified, the group can proceed
toward a common Desired Outcome. A Group Coaching
Agreement will ratify the obligations and responsibilities
of the coach and the individual members of the group.
The accountability factor must be ever present
throughout the program! And make sure that you provide
regular recaps of all the coaching material covered in
the sessions! Here are some of the nuts and bolts of a
Group Coaching program that need to be securely in place
before you start coaching!
Workbook
Create an online PDF workbook for your coaching program
that includes program highlights, activities, exercises and
action steps to be completed prior to the next session.
Videos
Create training videos to clarify or demonstrate coaching
techniques and strategies and integrate these videos into
the overall coaching program. Youll be able to use these
training videos over and over in subsequent coaching
programs.
Drawbacks of Group Coaching
Many coaches (including myself) are techno challenged.
I dont know whether it is aptitude or age related, but
technology always seems to outpace my comprehension
levels. It is therefore crucial that you have contingency
measures in place in the event that things go awry! Find
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someone who can assist you when youre live and need
to fix something that went wrong. Dont panic, even if
your coaching vessel hits a virtual iceberg and is about to
sink with all your coaching clients still on board! Just
remember to hit the mute button, before you start
cussing and hyperventilating in front of your live
audience! It has happened, believe me! Seriously, it really
pays off to be well prepared and well-rehearsed before
you start a teleseminar or similar coaching presentation.
And always have a computer whiz on standby!
Another major drawback of telephone conferencing is the
obscurity that results from not being able to see each
other. While the voice is capable of emotional intonation
and inflection, the dimension of the visual is absent in
this type of communication. Sometimes group members
will be distracted by their own surroundings or start to
engage in other activities, thereby diminishing the value of
the coaching session.
Until recently, I considered virtual Group Coaching a
slightly awkward way to develop the rapport needed to
create a true relationship with my coaching clients. Many
of the essential elements that are part of being perceived
as a Results Coach were obscured by this modality.
And then I discovered Google+ Hangouts . . .
. . . and that changed EVERYTHING!
If you havent heard or experienced the platform and
power of Google+ Hangouts combined with your YouTube
Channel, youre in for a treat! This program is amazing. It
is absolutely perfect for group coaching. And Google+
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Hangouts is not just accessible on your computer. You can

also participate in Google+ Hangouts on your mobile
device, your iPad or your touch-screen TV! How fantastic
is that!
Since discovering Google+ Hangouts, I have cancelled my
Instant Teleseminars account and I now conduct all my
group coaching exclusively through my Google+ Hangout.
Did I tell you its FREE!
I can invite up to 9 group coaching participants from
around the globe to take part in a coaching session. And
everyone can see and hear everyone else! No more
anonymity!
It is the next best thing to coaching face-to-face! Google+
Hangouts has all the bells and whistles you need to
conduct a results-driven group coaching session.
I can mute any participant or any participant can
mute him/herself (but not me )
I can choose which member is featured on the main
screen, while all the other participants remain live in
thumbnail images at the bottom of the screen. (up to
10 thumbnails)
You can post questions in a sidebar on the screen.
YouTube will automatically record the complete
session for instant replay.
Google+ Hangouts is absolutely amazing! It will
revolutionize the way in which we conduct virtual group
coaching! I am so excited about this platform that Ive
dedicated a special segment of Results Coach Mastery
exclusively to using Google+ Hangouts for Group Coaching.
84
I will walk you step-by-step through the process of setting

up your Google+ Hangout and conducting your group
coaching program via this incredible medium.
But before I start drooling, we have one more segment to
cover that brings together One-on-One Coaching, Group
Coaching and product creation under one umbrella. I call
it Hybrid Coaching and this may be the most exciting
coaching program yet!
EXPERT Signposts:
1. My clients often dream of achieving:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
2. My clients often pay good money for things like:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
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3. The steps my clients often miss when trying to achieve

a Desired Outcome are:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
4. Five things I have learned about motivating myself and
achieving my dreams are:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
5. Five leadership qualities that I have are:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
6. Five positive things I like about coaching are:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
7. Five negative things I dont like about coaching are:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
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Hybrid Coaching
"The perception of who we are is responsible
For the situation we are in"
What is Hybrid Coaching?
To get the best of everything a Results Coach has to offer,
you will need to create a coaching program that consists
of the following powerful delivery platforms:
1. Online Training
2. One-on-One Coaching
3. Group Coaching
By combining the very best from each of these platforms,
a Results Coach is able to achieve amazing results for the
client at a fraction of the investment that would otherwise
be required. I have coined this approach the Hybrid
Coaching System.
The Hybrid Coaching System I use in my own coaching
practice is a 12 week training and coaching program that
includes:
My unique and proprietary Signature Program, which I
will explain a bit further in this chapter.
6 bi-weekly group coaching session
3 One-on-One coaching session
Online email support
Here is how you can design your own Hybrid Coaching
System:
87
Online Training
I discovered that I can save my clients a lot of time and
expense by creating a unique and proprietary online
program that provides the basic training to create the
framework (blueprint) for transitioning my clients to a
Desired Outcome. I realized that there is sufficient
commonality among clients in any particular coaching
niche to create a format or formula that can be applied to
the objectives and challenges that clients from within that
niche are dealing with. I refer to this as my Signature
Program!
Create your own Signature Program
Creating your own Signature Program is not as
complicated or time consuming as you may think! If
youve already identified your niche, you are likely very
familiar with the goals, objectives and challenges people in
this group are facing. If youre not familiar with these
fundamentals of your coaching niche, you may want to do
your due diligence or look for a new niche that may be
more suitable. Most people who identify with a certain
niche also identify with its common goals and challenges.
How to achieve these common goals or deal with these
collective challenges is the premise of your Signature
Program. Just remember that you are the facilitator of
your clients Desired Outcome and not its architect. You
dont have to be an expert on the subject of your clients
Desired Outcome, just the facilitator! You are not a
consultant who must have specialized knowledge about
the subject in which your client seeks a Desired Outcome.
NEVER lose sight of that critical distinction!
88
Your Signature Program must therefore provide a general

blueprint for your clients transition to a Desired Outcome!
Your program will take your client to the locked gate that
gives access to the Desired Outcome. When you get there,
you will hand your client the key to open the gate, if he or
she so chooses! Once youve identified the common
challenges and objectives of your coaching niche, you can
start creating the framework for your Signature Program.
Here is a list of building blocks that will form the
foundation of any solid and comprehensive Signature
Program.
I. Unique
If you want to be perceived as a Results Coach, you must
never regurgitate anyone elses product or program and
pass it on as your own. While the temptation to copy &
paste may have some allure, it immediately brands you as
a follower and not a leader! (To say nothing of the
potential of plagiarism or copyright infringements). You
need to be perceived as an innovator and not an imitator.
If you are going to use someone elses Signature Program
because it is a perfect fit for your clientele, then you need
to obtain the legal rights to the program and credit the
author and publisher.
II. Proprietary
If you are creating your own Signature Program, make
sure that it is proprietary and registered under
international copyright and intellectual property laws. As
a Results Coach you may want to share the content of
your work with the world, but you should fiercely protect
your ownership rights!
89
III. Authentic
Whatever you say or write must be substantially true and
verifiable. While you may on occasion invoke your literary
license for dramatic impact or the protection of
coach/client confidentiality, your Signature Program
needs to be authentic if it is going to be of value to your
clients.
IV. Valuable Content
While your Signature Program may be unique, proprietary
and authentic, it must also contribute in great measure to
the successful achievement of your clients Desired
Outcome. If the content of your Signature Program does
not support the premise upon which it was written, your
message will have little value. And in the process, you will
have lost an opportunity to connect at a deeper level with
your coaching clients. Remember that your Signature
Program is the foundation upon which your coaching
platforms are structured. The more valuable the content
you provide in your Signature Program, the more solid will
be the foundation for your coaching system.
V.
Step-by-Step
Your Signature Program must follow a systematic, easy to
follow and step-by-step format. One training module
must seamlessly transition into the next. Your One-onOne and Group Coaching platforms are designed to
expand on the content of your Signature Program and to
fill in the blanks where needed.
VI. Easy-To-Understand
Nothing undermines the effectiveness of a coaching
program more than the complexity of its structure.
K.I.S.S. is the mantra by which your Signature Program
90
should be created! If a coaching concept cannot be

introduced, explained and implemented in a simple and
straight forward fashion, you will likely compromise the
effectiveness of your coaching program.
VII. Framework or Blueprint
Always begin your Signature Program with the end in
mind! If you leave your clients guessing at the outcome by
not making this clear from the onset, you will lose valuable
momentum in your clients quest to achieve a Desired
Outcome. Build your framework on a solid foundation and
make sure that it is properly anchored. A Signature
Program that is not build on a solid foundation and
without a proper support system is like a rudderless ship
adrift at sea. A blueprint that connects all the dots is your
navigational chart that you will use to set the clients
course to their Desired Outcome.
VIII. Modality
I highly recommend that you deliver your training modules
using the dual modalities of print and audio/video. I
personally prefer the combination of audio/video training
modules that have a workbook attached to them, so that
my clients can copy notes, enter information, complete
assignments and implement the action steps that are
described in the training modules. Using Google+
Hangouts is a simple, yet highly effective way to create
video modules that can be downloaded from your
YouTube channel.
IX. Success Formula
A sure-fire way to keep your coaching clients motivated
and on track is to provide measurable results during and
following each training and/or coaching session.
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Recognize the progress the client has made since the last
session and point out any recent milestones that he/she
has reached. A Success Formula is created when a string
of milestones are recorded along the path to a Desired
Outcome.
X.
Call-To-Action
A Call-To-Action is the inevitable final step in any
successful Signature Program. It is the answer to Whats
next? As a Results Coach, it is your goal to present the
client with the option to continue on the path that they
have chosen by enrolling them in a continued coaching
program that will break new ground, open new
opportunities and will achieve even greater results in the
months to come. Once one goal is reached, another goal
beckons. This is not the time to rest on your laurels. This
is the time to invest in even greater accomplishments!
Before we go further, I should point out that I have
created and developed a Signature Program specifically
designed for those of you who decide to become licensed
and certified as a PersonaCoach. It is called the Change
Your Perception, Change Yourself! and it is part of the
PersonaCoach Certification Program. Not only will my
unique and proprietary Signature Program work
seamlessly with the PersonaCoach Coaching System, it
will also make it very easy for you to develop your
reputation and brand as a Results Coach. Here is a brief
overview of Change Your Perception, Change Yourself!
92
Here is how I use Change Your Perception, Change

Yourself! as part of my coaching.
One-on-One Coaching + Signature Program - Every week
(for 12 weeks) I coach my One-on-One coaching clients
around the PersonaCoach Signature Program. In
addition to the training provided through the
PersonaCoach Signature Program, I also coach toward
the Desire Outcome that the client originally identified
during our Introductory Coaching Session.
Group Coaching + Signature Program - Every week (for 12
weeks), I coach my coaching group around the
PersonaCoach Signature Program. In addition to the
training provided through the PersonaCoach Signature
Program, I also coach around the common challenges,
goals and objectives of the particular group or niche.
Hybrid Coaching System - Every 2 week (for 12 weeks) I
conduct a group coaching session around my
PersonaCoach Signature Program. I also provide 3
personal One-on-One coaching sessions that are focused
on the Desire Outcome that the client originally identified
during our Initial Coaching Session.
Whether you create your own Signature Program by
following the instructions provided in Results Coach
Mastery or use my exclusive PersonaCoach Signature
Program (which is part of the PersonaCoach Certification
Program), you will have some distinct advantages as a
Results Coach.
93
Youll have a complete 12 week coaching agenda.

When you structure your Signature Program based on the
model I teach you in Results Coach Mastery, you will
create a complete 12 week coaching agenda for your Oneon-One, Group or Hybrid Coaching Programs.
You dont have to look for weekly coaching topics.
Each module of your Signature Program can also be used
as the subject of a coaching session. For example, the first
coaching session based on my Signature Program might be
titled How do you perceive yourself? The second session
might be titled How do others perceive you? The third
session might be How do YOU want others to perceive
you? The fourth session would be Lets change your
perception! And so on.
Youre instantly perceived as a Results Coach!
create a brand for your coaching practice. When you
create your own Signature Program, you are in fact
creating a brand. For example, my brand is
PersonaCoach and my Signature Program reinforces that
brand. As you develop your own Signature Program, you
will start to create your own unique brand as a Results
Coach. Or you can choose to become a licensed and
certified PersonaCoach and develop your brand even
faster.
You can build the cost of your Signature Program into

the price of your coaching packages.
As you start to build your brand as a Results Coach, your
Signature Program will become the insignia for your
brand. And because your Signature Program is unique
and proprietary to your coaching practice, you will
94
immediately create additional value for your coaching

program. Including the cost of your Signature Program
into your fee structure adds additional justification for the
high-end coaching fees that you are now charging for your
coaching services.
You can better leverage your time to value ratio

with your Signature Program.
Once you create your Signature Program, you can
leverage your time by training your clients on whatever
subject your Signature Program is focused on. You dont
need to cover the fundamentals of your coaching program
every time you acquire a new client or coaching group.
Your Signature Program will do that for you. You can just
concentrate on the coaching sessions that will help your
clients achieve their Desired Outcome.
Best of all, you too will be able to change your

perception and change yourself!
first create the perception of a Results Coach. As you
create and develop your Signature Program, that
perception will solidify and mold your coaching brand into
that of a Results Coach!
In Results Coach Mastery you will find three complete
Modules and a detailed blueprint on how to create and
structure your own unique and proprietary Signature
Program.
95
EXPERT Signposts:
1. The draft focus of my Signature Program will be on:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
2. The draft title of my Signature Program will be:
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
3. The 12 draft modules will be called:
i. ______________________________________
ii. ______________________________________
iii. ______________________________________
iv. ______________________________________
v. ______________________________________
vi. ______________________________________
vii. ______________________________________
viii. ______________________________________
ix.
______________________________________
x.
______________________________________
xi.
______________________________________
xii. ______________________________________
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7 Strategies for Charging High-End Coaching Fees!
PART II
7 Strategies for Charging

High-End Coaching Fees!
97
The 7 Rs of Results Coaching

"Hope is the unborn child of the future"
In Part II, I will outline the seven strategies that, when fully
implemented, will result in the high-end coaching fees
your clients will be eager to pay you. Each one of these 7
strategies contains a piece of the puzzle that, when put
together, becomes the framework for a results-driven
coaching practice!
As with any puzzle, if one of the pieces is missing, you will
not be able to produce the results your clients are looking
for, nor will you be able to justify the high-end fees youre
entitled to! I refer to these strategies as the 7 Rs of
Results Coaching.
They are:
1. Reason
2. Relationship
3. Representation
4. Recognition
5. Regard
6. Responsibility
7. Result
If you follow these seven steps in the order they are
presented you will soon begin to reap the benefits of
being perceived and rewarded as a Results Coach!
Lets begin
Strategy #1 Know Your Objective!

The first R stands for REASON.
There are two essentials for entering into a coaching
relationship with a client:
1. You must have a compelling reason for wanting to
work with the client.
2. The client must have a compelling reason for
wanting to work with you!
Let me explain the interdependence of these two
essentials!
As a Results Coach you share a clear objective with your
client. And that objective is to achieve a result (or Desired
Outcome). What is often less clear, is your shared
understanding of the Desired Outcome. Many coaches
will enter into a coaching program that has no specific
objective in mind! Theyre just happy to be coaching
someone!
Anyone!
If youre no perfectly clear on the objective of your
coaching program, you dont have a compelling reason to
coach your client. If you dont understand the result your
client wants to achieve, or if the Desired Outcome is not
an absolute MUST for your client, you will not be able to
target your coaching program on the objective! If a
coaching program cannot be focused on a very specific
outcome for the client, you will not be able to achieve the
results for which your client will pay you high-end
coaching fees!
It is equally important for your client to ascertain that you

are the coach who can ultimately deliver the results the
client is looking for. If youre client is not certain about
your ability to facilitate a Desired Outcome, your coaching
program will be sabotaged from the start! A lack of
certainty leads to a lack of commitment on the part of the
client! This will ultimately diminish the value of your
coaching program and undermine the effectiveness of
your coaching relationship.
So before you and your client commit to a coaching
program, make sure that both you and the client have a
clear understanding of the overall objective and a mutual
determination to achieve a desired result!
Here are two critical components of this mutual
evaluation process:
1. Introductory Coaching Session (ICS)
This is an exploratory 30 minute session to
determine whether there is a solid
interdependence between the clients objective to
work with you, and your ability to facilitate this
objective. You may offer this ICS call for free, but I
do not recommend that! Anything that creates
value requires an investment. Even if you have
nothing but time on your hands, you should always
insist on attaching an investment to your time with
a client! So charge $97 for the ICS, with a refund
option if the ICS did not measure up to the clients
expectations!
2. ICS Prep Sheet

Prior to the call, you need to send out an ICS Prep
Sheet that serves a dual purpose:
1.
It prepares the coach for the upcoming call
by providing details about:
a. The clients issue(s), challenge(s), goal(s)
and objective(s)
b. The emotional and financial cost to the
client for not achieving a Desired Outcome (Cost Assessment)
c. The emotional and financial value to the
client for achieving a Desired Outcome
(Value Statement)
2.
It show the client that the coach is investing
time and effort into creating value for the client
during the ICS.
Once the client completes the ICS Prep Sheet, you
can then determine whether the issue merits a
custom coaching plan that you will prepare and
send to the client immediately after the ICS call has
ended!
Your 30 minute ICS is structured in such a way that
it validates you as the Results Coach the client
needs in order to achieve their Desired Outcome.
There are 4 components to the ICS call that will
accomplish this objective:
1.
Issue (5 minutes)
Have the client communicate in their own words
how they would describe the issue or challenge
theyre dealing with. This could be a personal

issue, such as a relationship or a weight loss
problem, or a professional issue dealing with a
career or business. Since your client already
summarized this issue in the ICS Prep Sheet, you
should be able to condense the description to a
maximum of five minutes!
2.
Impact (5 minutes)
Have the client communicate in their own words
how this issue is impacting their personal and/or
professional life. Key elements of this component
will be the emotional impact on their daily routine
or their quality of life. It is crucial to the outcome
of the ICS that you engage your client at a highly
emotional level to describe the pain and despair
this issue is causing and the situation that they find
themselves in. Review and confirm the Cost
Assessment on the ICS Prep Sheet of not
achieving their Desired Outcome. Please allow 5
minutes max and make sure you take copious
notes before you move on to the next component.
3.
Resolve (5 minutes)
Ask your client a direct question at this point! Is
your Desired Outcome an absolute MUST to
achieve, or is it just a wish or desire? In order for
you to work with a client and achieve a Desired
Result, the resolve needs to be an absolute MUST.
You are a Results Coach and not a dream
weaver! You are 100% dedicated to help your
client achieve their Desired Outcome, but your
client needs to be equally committed to the goal!
Again, allow 5 minutes max and make sure you
take detailed notes before you move on to the

next component.
4.
Solution (15 minutes)
Up to this point, the client has done most of the
talking. Now its time for you to take the helm!
This is your moment to deliver!
You fully understand the objective for

which your client seeks your help.
You fully appreciate the impact this has on

your clients personal and/or professional life!
You feel inspired and motivated by your

clients determination to achieve their Desired
Outcome.
You have decided that you want to work

with this client and you are going to spend the next
15 minutes explaining how your unique and
proprietary coaching program is going to deliver
the desired results!
Strategy #2 - A True Life Coach is a Coach for Life!

The second R stands for RELATIONSHIP.
One of the major challenges many coaches face is finding
a proper balance between delivering results in the shortterm and maintaining a coach-client relationship over the
long-run.
But heres the good news!
A long-term relationship with a client does not
compromise your ability to deliver desired results. In fact,
as your clients goals and objectives change over time, the
desire for a life-long coaching relationship will grow ever
stronger!
We all know that the only constant in life is change, and
your ultimate role as a coach is to facilitate change for
your clients! You dont want to enter into a single issue
coaching affair with a client! You want to enter into a
long-term coaching marriage that is based on trust and
respect!
In Results Coach Mastery, I show coaches how to remove
the Seven Veils of Success. These veils shroud your
clients innermost fears and hidden desires. By removing
each veil, you will expose elements that are inhibiting or
blocking the achievement of a Desired Outcome.
As your relationship with a client matures over time, you
will be able to delve deeper into your clients true
motivation for working with you as a coach. You develop
a level of trust and respect that fosters a life-long
relationship and produces the transformational results

that will continue to generate high-end coaching fees!
But transformational results are never arbitrary! The very
nature of a transformation is that it takes place
incrementally and over an extended period of time. A
transformation occurs when a dream becomes a vision.
When a Mission Statement becomes a Vision Statement!
Unfortunately, many coaches are so anxious to meet their
clients demands that they focus on a long-term vision
rather than a short-term result!
THIS IS A HUGE MISTAKE!
You cannot coach a dream, nor can you coach a vision!
You can support it, but you cannot coach it! But you can
coach the incremental steps that become the building
blocks for the transformation. You can coach the
milestones that your clients must achieve in order to
complete the transformation over time. These are the
Milestones that will be perceived as the results your
clients will pay you high-end coaching fees for!
But before you can take your clients on this
transformational journey, you must have a systematized
approach to Results Coaching! You need to have a
coaching system that is flexible, adaptable and client
specific!
You must create a coaching system that is results-driven
and goal-oriented! A coaching system that is uniquely
yours and defines you as a Results Coach!
Which brings us to . . . . .
Strategy #3 - Design your Signature Program

The third R stands for REPRESENTATION.
As a Results Coach, you must design a Signature Program
and use it as the template for your Coaching Program. But
heres an important distinction! While your Coaching
Program is based on your Signature Program . . . THEY ARE
NOT THE SAME!
The best way to describe a Signature Program is to
compare it to a self-help book. This self-help book has
unique and valuable content that the reader can use to
arrive at a Desired Outcome. The modules of a
Signature Program are like the chapters of this book.
And because you created and designed the program, it
bears your signature!
Hence the name Signature Program!
Your Signature Program represents your uniqueness as a
Results Coach. It defines you as a Results Coach! It is your
proprietary method to creating the changes that will lead
up to the achievement of a Desired Outcome. It is
specifically designed and created for those who are in your
coaching niche.
The format of the Signature Program that I will describe
for you is meant to be a guide to get you started. Once
youve created your outline, defined your message and
stated the objective(s) of your program, it is simply a

matter of filling in the blanks with your content!
The Signature Program you need to create will be a 12week program. Of course you can design your Signature
Program to be as long as you like, but I recommend that
you create your initial program around a 12-week
framework and only expand on it once youve had a
chance to work with it for a while.
As I stated earlier, the Signature Program youre going to
develop will have a total of 12 Modules. One module for
each week of the program.
First youll create the framework for the modules. Once
youve created the framework, you can populate each
module with an outline and structure for the content.
The content of your Signature Program must be applicable
to anyone in your coaching niche. It is niche specific.
When you incorporate your Signature Program into your
Coaching Program, you can make your content client
specific.
There are 4 criteria that need to be met to make your
Signature Program niche specific!
1.
Identify the biggest challenges of your coaching
niche.
2.
Identify the common goals of your coaching niche.
3.
Describe your unique attributes or qualifications
when it comes to working with your coaching niche.
4.
Explain how your approach to coaching is different
from other coaches in your coaching niche.
If you dont have a Signature Program for your coaching

practice, you will not be able to create the results your
clients are looking for and generate the high-end coaching
fees to provide you with a lifestyle of choice!
In Results Coach Mastery, I devote three modules to the
creation and implementation of your Signature Program.
And with your Signature Program in place, you can now
develop your Unique Coaching Proposition!
Strategy #4 - Develop a Unique Coaching Proposition

The fourth R stands for RECOGNITION.
You need to be recognized as a Results Coach in order to
attract high paying clients and charge high-end coaching
fees!
You must have a Unique Coaching Proposition (UCP).
A Unique Coaching Proposition is the perception a
Results Coach must create to convince the client that his
or her coaching program is different from and better than
that of the competition. Unless you can convey to your
clients what makes your coaching proposition unique in a
world of homogeneous and traditional coaches, you
cannot target your niche market successfully.
Deciding on a UCP is possibly the most important decision
you can make about your coaching practice. If you make
your coaching practice stand apart from the crowd,
everything you do will be easier. Clients will be easier to
come by and will gladly spread the word about the results
you achieved for them.
On the other hand, if you dont develop an effective UCP,
getting any potential clients to pay attention to you will be
a constant struggle.
Your UCP can mean the difference between success and
failure.
Your Unique Coaching Proposition is what makes you
stand out as a coach. Its what makes you different from
other coaches and earns you a special place in the minds
of your potential clients. Differentiating your business is a
good thing, whether youre talking about your coaching
itself, your products or your marketing. I like to think of
your overall UCP as your reason for coaching. Think about
it from your clients point of view. With hundreds of
potential coaches out there, you have to answer the
question, why should I work with you? If you dont
answer that question quickly, your potential coaching
clients will move on. Its really pretty simple.
Its not about being the best coach. Its about delivering
the best RESULTS!
When youre just starting out or if your coaching practice
is struggling, its often hard to compete on coaching
quality alone. You need to change the conversation.
Instead of screaming hey, look at me, Im a great coach
too, you want to confidently say, Hey, Im all about
RESULTS! I do things differently. If youre looking for a
Results Coach, Im the coach who can deliver!
How to define your Unique Coaching Proposition.

There are a lot of different approaches you can take. Your
UCP might end up being a combination of things. Theres
no one right answer. And depending on what type of
coaching you do, even a small amount of differentiation
could lead to a much greater level of success.
Here are a few simple ways to differentiate your coaching
practice.
Use your personality
Oftentimes your personality as a coach can make a
powerful difference in the way you develop a coaching
relationship.
By putting your personal stamp on your coaching practice,
you create a Unique Coaching Proposition no other coach
can replicate (there is only one you, after all).
Explore Coaching Methods that focus on RESULTS!
Think about your Signature Program and how this makes
your coaching programs unique. Your UCP doesnt require
inventing something new, just combine your Signature
Program (niche specific) and your Coaching Program
(client specific) into a unique coaching experience!
Narrow your Niche.
By narrowing your niche, promoting your coaching
services to that niche becomes much easier. Once you
know where to find your niche and where they hang out
online, you can target them.
Narrow the Focus of your Coaching Practice.
Finally, you can focus on one particular aspect of your
coaching. Instead of being a life coach, become a Results
Coach who can deliver the results that clients are

prepared to pay high-end coaching fees for! Instead of
being a business coach, become an Executive Coach who
specializes in helping CEOs from large corporations.
Remember, youre not trying to appeal to everyone!
When starting out, creating a UCP might seem like youll
be leaving out some potential clients. Its a natural
tendency to want to coach everybody. But when you try
to coach everybody, youll end up delivering weak and
unsatisfactory results. The goal of your UCP will be to
connect more strongly with your niche clientele. When
you connect strongly with a smaller niche audience, your
influence will spread much more quickly.
Strategy #5 Your Coaching Proposal

The fifth R stands for RESOLVE.
Many coaches dread the moment where they have to
bring up the subject of their fees! Some coaches try to
avoid having to deal with this issue by posting their fee
schedule on their website. By putting it out in the open it
shows a level of transparency on the part of the coach. No
hidden fees and no surprises.
Other coaches simply blurt it out! They take a deep breath
and hastily tell the client what their fees are. Then they
wait for that awkward silence that precedes the clients
response. Sometimes the client says Yes, but most of
the time the client defers any commitment to some future
date.
The reason for all this discomfort with coaching fees is
very simple. The clients perception of coaching value does
not match the coaches resolve to charge high-end fees for
the coaching services he/she will provide. But more
importantly, the coach has not had a chance to sufficiently
communicate the value of the coaching services in the
time allotted for the Initial Coaching Session (ICS).
Whether the ICS is free or provided for a nominal fee,
there simply isnt adequate time to:
outline the scope of the coaching program
determine its value to the client, and
present the coaching fees in a professional manner.
For many coaches, rejection becomes a self-fulfilling
prophecy!
It always amazes me that for a profession that is so reliant

on service and goodwill, many coaches still insist that the
ICS is the time and place to enter into coaching
agreement! Its where the deal is done and the value and
fees are determined!
Nothing could be further from the truth!
The ICS call is not meant to be a coaching session. It is not
designed to sell your coaching services! And it is not the
time to discuss your coaching fees! An ICS call only has
one purpose! Its sole function it to move the client to the
next phase in the process of attracting highly motivated
and valuable coaching clients. And what is that next step?
As soon as you finish your ICS call, you must send your
client a Coaching Proposal. Your CP consists of 5 parts
that are all designed to accomplish one thing - To confirm
to the client that you are the Results Coach who can
facilitate their Desired Outcome! Each of the 5 elements
of the Coaching Proposal adds a unique value and
authenticity to your ability to help the client achieve a
desired result.
i.
ii.
iii.
The first element gives your client the outline for

your coaching program. It answers the HOW
question.
The second element identifies the goals and
objectives of your coaching program. It answers
the WHAT question.
The third element sets out the commitment that is
required to achieve the Desired Outcome. It
answers the WHY question.
iv.
v.
The fourth element determines the mutual

accountability for coach and client. It answers the
WHO question.
The fifth element brings it all together. It answers
the HOW MUCH question. This is where you spell
out your coaching fees, how they are determined,
how they are to be paid, etc.
With a properly prepared Coaching Proposal, your clients

will see the value of you program and the justification
behind your fees. And you will no longer have to deal with
any fee anxiety!
Strategy #6 The Accountability Factor

The sixth R stands for RESPONSIBILITY.
If the objective of a Results Coach is to facilitate a result
for the client, to what extent should the delivery of that
result be the responsibility of the coach? In other words,
when you enter into a Coaching Agreement with a client,
are you responsible for the clients Desired Outcome?
This is probably one of the most controversial aspects of
coaching.
Many traditional coaches will argue that its up to the
client to achieve the Desired Outcome and therefore
delivering results is not the role of a coach.
I personally consider this a cop-out and an excuse for not
wanting to create a level of accountability on the part of
the coach. True, you cant control the clients ability to
achieve a Desired Outcome and that is certainly not your

role.
But it is your role to hold your clients feet to the fire and
if the client is not progressing at the rate you originally
estimated his/her feet are going to be awfully sore!
You and your client are about to embark on a voyage
through uncharted waters. Even though youre the captain
of the ship, your client is paying the fare! And because
your client is paying you high-end coaching fees, he/she
gets to travel first-class!
If there is turbulence ahead for your client, adjust the
altitude of your coaching plane.
If there is a storm brewing, find shelter for your client.
If the prevailing winds are favorable to your client, hoist all
sails!
If your clients ship is drifting aimlessly, grab hold of the
rudder!
But while the coach is accountable for the safe passage to
the Promised Land of a Desired Outcome, the client is
accountable for determining the ultimate destination. It is
their Desired Outcome youre travelling toward, not
yours! It is your job to ferry the client to their Promised
Land. But let the client choose the port of entry. It is your
job to interpret the navigational charts. But let the client
choose the direction. It is your job to set the course. But
allow the client to adjust it. It is your job to get them
from Point A to Point B. But let the client select the

itinerary and the stops along the way.
If results are the essence of your Coaching Program and
commitment is the glue that bonds, then accountability is
the shield that protects your Coaching Program from the
effects of harmful influences that may cause your client to
veer off their intended course.
While you are accountable to your client for facilitating
their desired result, your client is responsible and
accountable for the successful achievement of a Desired
Outcome. Your role as a Results Coach is to show the
way!
No coach/client relationship can survive without a high
degree of accountability on both sides! As a Results
Coach, youll not only raise the bar on the delivery of your
coaching program, but you will also raise the bar on your
clients performance!
And that is true accountability!
Strategy #7 - From Perception to Reality!

The seventh R stands for RESULT.
When differentiating between traditional coaching and
Results Coaching, I always try to qualify those labels in
terms of measurable and quantifiable results. In sports
competition, the difference between good and great is
decided at the finish line. In the corporate world, these
differences are dictated by profitability, productivity and
market share.
But in coaching, the quantitative measures are far more

subjective and illusive. The difference between a
traditional coach and a Results Coach is often measured in
degrees of perception.
Results coaching fuses the concepts of performance,
accountability and achievement by helping the client
change their perception of a desired result, thereby
facilitating an outcome that is aligned with their
expectations. And is your clients expectations (or
perception) of results that will ultimately lead them to pay
your high-end coaching fees!
By changing the client's perception of a goal or objective, a
Results Coach allows the client to change the perception
of their Desired Outcome and turn it into an achievable
reality!
EXPERT Signposts:
1. This is how I plan to implement Strategy #1 in my
coaching practice:
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PART III
SPECIAL EDITION
BONUS SECTION:
PersonaCoach Signature
Coaching Program
Change Your Perception.
Change Yourself!
How to Use This Signature Coaching Program.

In Part III, I will teach you my results-driven and goaloriented PersonaCoach Signature Coaching Program.
No matter what your clients goals or objectives are for
hiring you as a coach, this program will deliver the
RESULTS youre clients are looking for and are eager to
pay you high-end coaching fees for! GUARANTEED!
Here is the secret to the PersonaCoach Signature
Coaching Program.
You ARE NOT coaching the client to achieve a result. That
is not your job as a coach! Only the client can achieve the
results!
You ARE coaching the client to become the person who
would be successful in achieving the result!
Please re-read this last sentence several times!
It is critical to your success as a Results Coach.
It is critical to your clients success in achieving their
Desired Outcome!
Yet this subtle but vitally important difference is the
reason why most traditional coaches cannot deliver the
RESULTS that clients expect to achieve when working with
a coach!
The secret to delivering RESULTS is not the delivery . . . but

in the deliverer! Change the deliverer and the expected
RESULT will be the natural outflow of this process! If your
client has been unable to achieve a desired result, it is not
the outcome thats at fault.
Its the deliverer!
Your client is misaligned with the objective of achieving
the RESULT! But with the PersonaCoach Signature
Coaching Program, you will be able to align your client
with the RESULT he or she is looking to achieve.
And the process of re-aligning your client with the
results he/she is looking for is amazingly simple, once you
understand what changes your client needs to make.
The PersonaCoach Signature Coaching Program takes
the client step-by-step through a 12 week coaching
formula that works in three stages:
Stage 1 Change your clients perceptions about who,
what and why he/she is.
Stage 2 Create new perceptions about who, what and
why he/she must become in order to achieve the desired
RESULTS.
Stage 3 Develop a new persona for your client that will
internalize these new perceptions and make them part of
their perceived identity!
This is the new perception of coaching that Ive been
talking about throughout this book! If this is the first time
youve been exposed to this new perception, you might

feel a little overwhelmed! But dont worry! As you
progress through the twelve modules of the
PersonaCoach Signature Coaching Program, it will all
become very clear and logical!
No weird stuff dealing with fluffy transitions. No hokey
coaching jargon designed to impress your clients, but in
the end only confuses them!
Every module of the PersonaCoach Signature Coaching
Program is methodically arranged with only one objective
in mind:
To create the opportunity for your clients to achieve their
Desired Outcome and to credit your coaching formula with
the RESULTS!
And here's the best part! Once you incorporate the
PersonaCoach Signature Coaching Program, you will
never run out of subject to coach around or strategies to
implement. All the work is done for you!
The essence of the PersonaCoach Signature Coaching
Program centers on the alignment of your client's new
persona with their True Identity, core values and Desired
Outcome.
These alignments form the nucleus around which every
other element of the PersonaCoach Signature Coaching
Program orbits in the development of the perfect persona
that will allow your client to achieve the RESULTS youre
committed to deliver as a Results Coach!
But before we dive into the program, lets set up some

guidelines to get maximum performance and benefits
from the PersonaCoach Signature Coaching Program.
Structure
Each module of the program is divided into five
components:
1. Outline
(Niche Specific)
2. Objective
(Niche Specific)
3. Content
(Niche Specific)
4. Coaching Climaxes
(Client Specific)
5. Outcome
(Client Specific)
You will notice that the first 3 components are niche
specific. This means that they are applicable to my
particular coaching niche, which is Results Coaching!
They are more general in terms of their application to the
clients need and reflect the goals, objectives and
challenges that are most common to this niche.
The last 2 components are client specific and are focused
on the clients circumstances and personal outcomes.
Lets take a look at these 5 components in greater detail!
Outline
(Niche Specific)
The outline of the module gives you the birds eye

overview of the session. It tells you:
i. How the session is structured. Each module
usually has 3 (or more) segments that you will
coach the client on. Depending on the time that
you allot to each of your coaching sessions, these
segments are anywhere from 10 to 20 minutes in
length. These segments are always structured to
achieve a specific outcome (or RESULT) by the end
of the session and can be used to induce any
number of Coaching Climaxes!
ii. How the client needs to prepare for the upcoming
session? In other words, the information that the
client submits about 24 hours prior to the session.
This information is entered on the clients
Coaching Session Prep Sheet. A template of this
Prep Sheet is included in the Results Coach
Mastery, but you can obviously design your own
format.
Objective
(Niche Specific)
The objective of the session spells out the targeted results

you want to achieve as they related to your niche
audience. Remember, this objective is niche specific! It
related to everyone in your niche! The objective of the
session is therefore general in nature, and you will have to
re-engineer it to make it client specific! In other words,
the common goals and challenges of your niche audience
are addressed by the Signature Program, but the RESULTS
your clients are looking for can only be achieved by
making the objective of the session specific to your clients
Desired Outcome! Re-engineering the session to make it

client specific is the process of taking the content of the
session and presenting it to the client in a way that clearly
links the objective of the session to the clients Desired
Outcome.
For example, if your client is struggling with a weight loss
issue and the objective of the session is to change certain
eating habits, then your coaching session may include a
step-by-step plan to implement dietary changes. These
changes are niche specific and could apply to anyone in
your coaching niche.
But if it is your clients goal to lose 30 lbs, then you can
modify (re-engineer) the content of the session to
accelerate the weekly progress the client needs to make
to achieve the desired result! Youve now made the
content of the session client specific!
If all this leaves you a little confused or overwhelmed,
dont worry! Once we get into the actual PersonaCoach
Signature Program, the transition from niche specific to
client specific will become very clear and obvious. The
better you understand the goals and challenges of your
target audience, the simpler it will be to re-engineer the
content of your Signature Program.
Content
(Niche Specific)
The outline and objective of each module form the

framework for your weekly coaching sessions. Now its
time to populate the sessions with results-driven content!
The content of each of the 12 program modules must be

niche specific to your audience, but adaptable to any client
specific requirements for which you were hired as a coach!
If youre a weight loss coach and the outline and objective
of the session deal with creating a diet program, the
content of the session may contain an implementable
step-by-step daily diet plan, based on food groups, caloric
intake, etc.
Since your client already indicated that the RESULT he/she
is looking for is to lose 30 lbs., you can now modify the
content of the session to accommodate the achievement
of this RESULT based on the timeline of your coaching
program (which is 12 weeks). In Results Coach Mastery, I
explain the importance of having a timeline for your
coaching program and how to attach any Desired
Outcome your clients want to achieve to a timeline that
you can control. If you dont create an implementable
timeline or if you cant control it, you will not be able to
achieve the RESULTS your clients are paying you for!
So if a 12-week timeline is not enough to achieve the
desired result, you must either:
Increase the duration of your coaching program, or
Lower the clients expectations on achieving the
desired result within 12 weeks.
I am personally a strong advocate of having a relationship
with my clients that is based on mutual accountability and
I find that a timeline of more than six months is usually
counter-productive when it comes to achieving a Desired
Outcome. There are just too many factors that can affect
your program over an extended time, thereby negating
the RESULTS youre trying to deliver. I like to offer my

clients shorter (results-driven) timelines that require
mutual accountability with RESULTS that are achievable
within a 12-week period. Any Desired Outcome requiring
more than 6 months is not a goal . . . . its a vision!
Results Coaches coach for results! Traditional coaches try
to transition a vision!
Coaching Climaxes
(Client Specific)
Since your clients dont pay for coaching but pay for
RESULTS, you must find a way to quantify those results!
You must make your clients aware that theyve just
achieved a result that you helped to create! And nothing
is more powerful than a Coaching Climax to create this
awareness!
A Coaching Climax is the mental trigger that validates and
authenticates a pivotal point in a coaching session.
Some coaches refer to these as a-hah moments, but I
prefer the metaphor of Coaching Climaxes to underscore
the powerful impact they have on the successful outcome
of a coaching session!
A-hah moments are usually random and spontaneous!
But Coaching Climaxes are an essential element of any
coaching session and are therefore deliberately
induced! If your client does not experience 2 to 3
Coaching Climaxes during a coaching session, you did not
create the impact needed to achieve a desired result!
There are several ways to induce a Coaching Climax.
During the summary of the session.

By asking a specific question about the session.
With a mini-assignment.
In Module 21 of Results Coach Mastery, I will go into great

detail on how to create Coaching Climaxes!
Outcome
(Client Specific)
Everything about the PersonaCoach Signature Program is

designed to deliver the RESULTS your clients are looking
for. It therefore stands to reason that each module
(session) must have a client specific outcome!
But not only must the outcome be client specific, it must
also be quantifiable! If your clients cannot perceive the
VALUE of the session as it relates to their overall Desired
Outcome, they will not be able to equate that VALUE to
the COST of your coaching program.
Your high-end Coaching Fees!
You must constantly create awareness of this VALUE by
demonstrating to the client that your coaching program is
delivering the RESULTS that your client is looking to
achieve!
Weve already discussed how Coaching Climaxes can
create this awareness and why it is fundamental to the
overall success of your Signature Program that these
climaxes are induced frequently and purposefully.
But youll still need a way to quantify the results in a way

that measures your progress on the timeline. Results
Coaches do this by creating Milestones!
A Milestone is the achievement of a specific interim goal
on the path (or timeline) to a Desired Result. For example,
if youre a Relationships Coach, having your client go out
on a first date could be considered a Milestone. A future
relationship may still be elusive at this point, but that first
date is real and qualifies as a Milestone.
Milestones are the Results Markers that your client can
experience and it is your job as a Results Coach to point
out these markers along the timeline to a Desired
Outcome!
Since Coaching Climaxes and Milestones are client specific,
you can quantify their VALUE by relating their significance
to the achievement of the Desired Outcome. And
remember, the actual VALUE of a Desired Outcome may
be intangible . . . .
. . . . but the perceived VALUE is what your high-end
coaching fees are based on!
OK, with all that said and clarified, its time to dive into the
PersonaCoach Signature Coaching Program:
Change Your Perception, Change Yourself!
MODULE I
Mirror of Perception
Outline
You will bring your clients face-to-face with their
perceived identity!
They will confront their current self-perception.
They will be aware of the perception they project
onto others.
They will realize that they are in part responsible
for their perceived identity.
They understand how this perceived identity is
responsible for the situation they are in TODAY!
They must change that perceived identity in order
to achieve the RESULTS they want in the future!
Objective
In this Module, you will introduce your clients to the
concept of a perceived identity and the impact this
perceived identity has on the RESULTS your clients want to
achieve. If your clients want to change any outcome, they
must first change their perception of that outcome. And it
all starts here, with their perceived identity!
Content
This program will not change your clients True Identity,
but it will change your clients perceived identity!
Your clients perceived identity is the perception they
create about themselves and project onto others. It is the
way in which others relate to your client. It is the way in
which others define and characterize him or her. Its what
others talk about when they talk about your client. And
that perceived identity is responsible for the situation your
client is in today!
If your client is not attracting the right partner to build
an ideal relationship with, its because of this perceived
identity.
If your client hasnt landed that dream job or promotion,
its because of this perceived identity.
If your client is not successful in achieving RESULTS, its
because of this perceived identity.
Your clients perceived identity is like a mirror image.
This image may resemble your client in every way, but it
only creates a perception of that person.
If your clients enjoy watching police stories on TV, they are
undoubtedly familiar with the interrogation room. It is a
sparsely furnished and austere room where a suspect is
taken after an arrest. The suspect is seated behind a table
and stares into a mirror that is mounted on the wall.
Sometimes the suspect walks up to the mirror and tries to
see through it, but all he sees is his reflection.
The reason the suspect cant see through the mirror is
because the interrogation room is well lit, while the
secret room on the other side is kept in the dark. This
way, the interrogators who are seated in the dark room

have an opportunity to observe the suspect without him
knowing it. How does he behave? Is he nervous?
Restless? Fearful? Composed?
By looking back through the glass, the interrogators are
able to create a perception about the suspect based on his
behavior and mannerisms. But if the lights were turned
on in the dark room, the suspect would be able to see
through the mirror where the interrogators are seated.
The Mirror of Perception is also a two-way mirror!
When your clients look into the Mirror of Perception,
they will see their self-perception. The image they see is
the way they currently perceive themselves. It is the
impression they have about themselves.
IF they could look through the Mirror of Perception,
they would be able to see how that impression is
projected onto others. We all project an image of how we
perceive ourselves onto others. We do so unconsciously.
And because we are unaware of this projection, we pay no
attention to it. Yet this projection of our self-perception
becomes an impression of WHO we are, WHAT we are
and WHY we are in the eyes of those with whom we
come into contact or connect with! It becomes our
perceived identity!
IF your clients were able to step behind the Mirror of
Perception (the dark room) and look back through the
glass at their image, they would be able to see the
impression others have created about them. They would
be able to see what perception others have about them.
In order for your clients to achieve any desired results,

they must first change these three perceptions.
Specifically, they must:
1. Change the perception of WHO they are, WHAT
they are and WHY they are. In other words,
they must change their image
2. Change the projection of WHO they are, WHAT
they are and WHY they are. In other words,
they must change the impression they make on
others!
3. Change the way in which they are perceived by
others. In other words, they must change the
impression others have created about them!
With this program you will show your clients how to
change these three perceptions and as a result, change
your clients.
First, you should introduce your clients to the villain who is
ultimately responsible for the situation they are in. No,
that villain is not a politician! It is not their employer! It
isnt even the economy!
Yet this villain has been a part of your client for a long
time! This villain may have even tried to take over your
clients perceived identity. Yet clearly, this villain is not
who your client want to be identified with!
The true villain who is responsible for the situation your
client is in, is the image they inadvertently created about
themselves and the impression they project onto others!
If theyre unhappy with their present job - their selfperception is to blame!

If they are not successful in business - it was their selfperception that caused the failure!
If they created a dependency on drugs or alcohol - it was
their self-perception that allowed this addiction!
If they are overweight or out of shape - their selfperception is the cause!
If they lost their faith - it was their self-perception that
got in the way of their Spirituality!
Imagine that you can offer your clients an opportunity to
achieve the RESULTS theyre looking for! To create their
Desired Outcome!
Now imagine that you can coach your clients to create
these RESULTS by simply changing their perceived identity!
At the end of this program, your clients will make some
crucial decisions about the person they want to be, the
way they want to be perceived and what they absolutely
MUST achieve to give their life purpose and meaning.
Now look at a calendar and find todays date. This is
where the clients are today! All the days, weeks, months
and years prior to todays date only served one real
purpose!
To get your clients to where they are today!
Whatever happened in their life prior to today, is of little
consequence! The only significance lies in the present!
This moment! This day!
TODAY!
Today holds the opportunity to bring your clients
whatever and wherever they want to be tomorrow!
But tomorrow is elusive and always conditional!
Today, they possess the equity of their actions from the
Past! The residual of all the investments they have made
in their lifetime. These investments may have been
financial, physical, emotional, spiritual or intellectual. And
whatever the sum total of these investments has
produced to date, its value is determined by what they
can use today or carry forward to tomorrow. These
investments include their experiences, their knowledge,
their health, their wealth, their family, their friends, their
loved ones and their spirituality.
They all carry value, but only to the extent that they can
help your clients achieve their goals and objectives in the
Future. This is the Equity of the Past and its the only
leverage they have for their future! Their ability to
succeed at anything they do in the future will be
determined by the choices they make right now, right
here.
TODAY!
Change Your Perception. Change Yourself! is a powerful
program to will transition your clients to become
successful at anything they do and deal with any
challenges they will encounter along the way! It will
deliver the RESULTS they want to achieve.
Decisions need to be made immediately about what MUST

be done! No more contemplating what your clients
should do or what they would like to do . . . someday!
With Change Your Perception. Change Yourself! you will
purposefully and deliberately create a sense of urgency for
your clients by treating today as the very last opportunity
to decide what MUST BE DONE and HOW TO DO IT! Today
is the time for your clients to act decisively, with extreme
courage and a clear vision. No more dreaming or
procrastinating. No more hoping, wishing and praying
that someday their future will be more significant than
their past! For the next 12 weeks, you will coach your
clients on how to leverage that precious commodity called
time.
Get your clients to decide today what it is that they will
do! WHAT THEY MUST DO! Have them make the
commitment to follow through and develop the tenacity
to act right away. Their window of opportunity will be
closing at a rate of 24 hours per day, so they have no time
to waste!
If your clients have only one more opportunity to become
successful at anything they do, what will be their absolute
MUST?
Will they try to make that connection with someone
special?
Will they go after that dream job or career?
A new business perhaps?
Are they finally going to lose those extra pounds once
and for all?
Are they going to re-affirm your commitment to their
spouse, children and family?
Will they quit smoking, drinking or taking drugs?

Will they commit to getting in shape, eating healthy and
living beyond one hundred years?
Are they ready to discover the true meaning and
significance of their life?
At the end of this program, who will be staring back at
them in the Mirror of Perception?
Their current self-perception?
Or a new perceived identity?
Over the next 12 weeks, youll help your clients create a
new perceived identity for the person who would be
successful in achieving the RESULTS they want!
Change Your Perception. Change Yourself! is very
powerful! It can and it will change your clients perceived
identity! The areas in which this program can be applied
are virtually limitless.
From weight loss to addictions.
From the work place to the sports arena.
From relationships to being suddenly single.
From health to wealth.
From the spiritual realm to the corporate helm.
In Module II, you will take your clients through the "Cycle
of Identity. It is a perpetual cycle that can either create a
powerful and purposeful identity for your clients that will
achieve the RESULTS your clients are looking for . . . . . or it
will keep your clients on the hamster wheel that theyve
been treading on for most of their life! If thats the case,
then now is the time to break that cycle!
Coaching Climaxes
Try to create 3 (or more) Coaching Climaxes during this
session.
Was there a strong a-hah moment when you
coached around the topic of self-perception?
How about when you talked about projecting a
self-perception onto others?
Or when you talked about a perceived identity?
Remember, you can induce a Coaching Climax through
discussions, explanations, quizzes or questions!
Outcome
What was the outcome of the session?
Was the client satisfied that progress was made?
Did the client reach a milestone that can be
identified as an achievement?
On a scale of 1 to 10, how important was this
milestone to reaching the final goal?
Did you leave your client with an assignment,
based on this session?
Ask the client to summarize the points he/she
found most valuable and email these to you as part
of the Coaching Prep Sheet.
MODULE II
Cycle of Identity
STAGE I
Evolved
Identity
STAGE IV
Merged
Identity
TRUE
IDENTITY
STAGE II
Projected
Identity
STAGE III
Perceived
Identity
Outline
Almost every client you work with will suffer from
some type of identity crisis as a result of the
perpetual Cycle of Identity.
In STAGE I, you place your clients in front of the
Mirror of Perception, where they will see the
image of their current identity. This identity has
evolved over time.
In STAGE II your clients project their identity onto
everyone they connect or come into contact with!
In STAGE III your clients identity will be defined
and characterized by their INFLUENCERS. This
effectively removes the control your clients have
over their identity!
In STAGE IV, the identity that was created by your
clients in STAGE I, merges with the identity that is
created for your clients in STAGE III to produce a

brand new merged identity. Over time, STAGE IV
will evolve into STAGE I of the next cycle!
Unless the Cycle of Identity is interrupted or
broken at this point, it will continue to evolve in
perpetuity!
Objective
In this Module, your clients will discover the (r)evolving
nature of their identity and the impact it has on the
RESULTS they want to achieve. If your clients want to
change any outcome, they must first change the
perception of who they are! And it all starts here, with
the Cycle of identity!
Content
Almost every client you will meet will suffer from some
type of identity crisis! And while they may not be aware of
this internal conflict, most people truly dont know who
they are!
If you were to ask the president of the United States if he
considers himself to be a good president, he would likely
reply in the affirmative. His self-perception would
certainly confirm this and millions of voters would agree!
To them, the perceived identity of the president would be
positive.
But for millions of Americans who didnt vote for the
president and do not agree with his policies, their
perception of the presidents identity would be the
opposite!
So, is the presidents identity good or bad?
Well, that all depends on your perception! If youre a

democrat, your perception will probably differ vastly from
that of your republican neighbor!
Indeed, the approval rating of any president fluctuates
constantly as a result of major shifts in perception.
While this example may be an oversimplification of the
Cycle of Identity, it illustrates the objective of this
session. Everyone your client comes into contact with will
have a different perception about your client. Some
perceptions will be favorable, while others will be
negative.
Cumulatively, these perceptions can be responsible for the
success or failure your client experiences in any given
situation.
The perception of Who You Are
is responsible for the situation youre in today!
The good news is that you can coach your clients to
change this perception. They can break the Cycle of
Identity to achieve a different outcome by changing the
perception people have about them.
In the political arena, parties will spend millions of dollars
in propaganda (advertising) to change the perception
voters have about a certain candidate. Youre going to
coach your clients to achieve the outcome they desire, by
changing the perception they project onto others.
Youre going to help your clients develop a new Persona

that will allow them to achieve the RESULTS theyre after!
But before you can start to develop this new Persona, you
need to take your clients through the four STAGES of the
Cycle of Identity!
STAGE I Evolved Identity
In STAGE I, you place your clients in front of the Mirror of
Perception, where they will see the image of their
current perceived identity. It is important for your clients
to understand that:
Every type of identity is a perceived identity!
There is only one exception, and that is your clients True
Identity! I will delve deeper into the meaning and
significance of True Identity later in this module, but for
now it is important for your clients to know that every
type of identity that is discussed in this module (and
throughout this course), is an identity that is based on
someones perception, whether thats a self-perception, a
projected perception or perceived identity.
Its no wonder that your clients may suffer from an
identity crisis! Which identity is perceived and which one
is real?
The simple answer is that every identity is both perceived
. . . . and real!
Perception is reality in the eye of the beholder and when
left unchanged, perception becomes reality!
For simplicitys sake and to avoid repetition or confusion,

from now on I will refer to your clients perceived identity
simply as their identity.
OK, lets go back to the Mirror of Perception where your
clients are seeing an image of who they are. It is their
self-perception. But this self-perception did not
materialize overnight! It is the result of a lifetime of
experiences, influences, conditioning and exploitation.
This is your clients evolved identity!
This evolved identity is the result of:
Experiences
o Successes
o Failures
o Wealth
o Poverty
o Trauma
o Joy
o Upbringing
o Jobs
o Education
o Etc.
Influences
o Family
o Friends
o Employers
o Mentors
o Environmental
o Etc.
Conditioning
o Social
o Religious
o Political
o Cultural
o Etc.
Exploitation
o On the job
o In the community
o In the family
Your clients evolved identity is the starting point from

where you begin to coach them to achieve the RESULTS
they hired you for. But it is NOT the Restore Point from
where they will start their journey to a Desired Outcome!
(You will take your clients to their Restore Point in
Module V of this program).
Now ask your clients to describe in their own words the
experiences, influences, conditioning and exploitation that
shaped their evolved identity. Look for opportunities to
induce a Coaching Climax as they go back in their Past.
For most clients, this will be the first time they ever
consciously explored their evolved identity!
Yet this is the identity that they project onto others.
STAGE II Projected Identity
In STAGE II your clients take their evolved identity (which
they mistakenly perceive as their True Identity) and project
this evolved identity onto everyone they connect or come
into contact with! This is the stage where most of your
clients will default on achieving the RESULTS theyre
looking for.
And this is the stage where you will really start to earn
your high-end coaching fees!
Can your clients see how others see them? Not unless
theyre psychic or have a way to see through the Mirror
of Perception! Nevertheless, your clients must find a way
to make sure that they project the right image in order to
achieve the RESULTS theyre after! All your coaching from
this point on is focused on having your clients project the
right image.
STAGE III Perceived Identity
This Stage is the most uncomfortable for any client. It
removes the control over their identity and puts it
squarely in the hands of those who define and
characterize them! The reality is that your clients dont
create their identity, nor do they get to define who they
are. Who we are is strictly an outcome of our perceived
identity over which we have little or no control!
But heres the good news!
Over the balance of this program, youre going to coach
your clients how to:
Change the perception of Who They Are
Create the perception they desire!
Once they create the perception they desire, they can then
project that perception and positively influence the way
others define and characterize them. This will influence
their perceived identity in a powerful and positive way!
And in turn, this new perceived identity will merge with
your clients evolved identity and create a . . . .
STAGE IV Merged Identity

With this Signature Program and your own coaching
sessions, you will transition your clients from their evolved
identity to a new identity that merges the perceived
identity that others now define and characterize your
clients by, with the evolved identity that your clients
started off with! This merger of identities produces a
brand new identity that I refer to as the unified identity.
Depending on the RESULTS your clients want to achieve,
the number of milestone they have reached and the
number of Coaching Climaxes theyve experienced, this
merged identity will become STAGE I of the next Cycle of
Identity
True Identity What is it and why is it important?
As you can see from the diagram at the top of this module,
the 4 Stages of the Circle of Identity all revolve as
planets around a star.
The TRUE IDENTITY!
True Identity is the spiritual identity we all possess. It
cannot be put on display, yet it is omnipresent. There are
many different ways to describe True Identity, from the
spiritual realm to the outer reaches of quantum physics!
Since this program is about creating quantifiable RESULTS
and not trying to explain abstract or adjunct theories, I will
not dwell on the spiritual significance of True Identity,
except to point out that is very much in existence. And
while we cannot see it or touch it physically, we all
experience its omnipresence on occasion.
In Module VII, I go into great detail on the significance of

True Identity, but for now you need to make your clients
aware of its existence!
While there are many ways in which we can experience
the presence of True Identity, it is most commonly felt
when there is a clash between True Identity (which is
spiritual in nature) and perceived identity (which is a
creation of EGO). When such a clash occurs, we
experience anxiety and stress. Severe clashes can create
feelings of extreme discomfort or even depression.
When we experience these symptoms, our True Identity is
signaling us that the path we chose is the wrong path, the
choices we made are the wrong choices and the decisions
we took are the wrong decisions!
Our True Identity acts as a safeguard against any perceived
identity that is not in alignment with our core values, our
inherent personality traits and our connection with our
Creator.
In Module III you will introduce your clients to their
Persona and how this Persona will ultimately create the
RESULTS your clients want you to deliver!
This is what a Results Coach does!
Coaching Climaxes
session.
Was the client able to identify factors that played a
role in creating the evolved identity?
Did the client show a reasonable level of
comprehension when you coached the concept of
projected identity?
Or when you talked about a perceived identity?
Did the client understand how the concepts of
evolved, projected and perceived identity
morphed into a unified identity?
Was your client uncomfortable with the notion
that he/she has little control of their perceived
identity?
Did your client grasp the significance of True
Identity?
Outcome
MODULE III
Different MASKS for Different TASKS
Outline
At the time your clients engage you as their coach,
they have no CONTROL over their projected or
perceived identity!
Their identity is (in large measure) created and
formulated by INFLUENCERS.
INFLUENCERS are people who made an impact on
your clients life in the past, or will make an impact
in the future.
In order to create RESULTS, your clients must break
free from the Cycle of Identity, interrupt the
process of perception and take CONTROL over their
identity.
Your clients can take control over their identity by
wearing a Social MASK that they display to
others.
This Social MASK is their new Persona.
Objective
If your clients dont control the way in which they are
perceived, their identity will be at the mercy of those who
judge, label, define and characterize them. In order to
achieve the RESULTS your clients are looking for, they
must display a Social MASK for the person who would be
successful.
The person they must become!
And then they must create a new Persona for that person!
Content
We all wear different masks for different tasks!
The mask is our Persona.
What lies behind the mask
and gives it its unique characteristics,
is our Personality
~Allan N. Mulholland
During the last session, you introduced your clients to the
Cycle of Identity. Every stage of this cycle is in some
way responsible for the situation your clients are in, or is
hindering your clients ability to achieve a Desired
Outcome. The RESULTS they hired you for!
Much of what happens in the Cycle of Identity is
determined by your clients projected identity and
perceived identity. They will in turn shape your clients
unified identity and evolved identity!
There is however one very important common

denominator that applies to all four stages of the Cycle of
Identity!
LACK OF CONTROL!
Your clients dont have any control over the outcome of
each stage! They are at the mercy of perceptions that
have either been created by them or for them!
In STAGE I (Evolved Identity), your clients perceived
identity was shaped by a lifetime of experiences,
influences, conditioning and exploitation. Your clients had
little or no control over these events!
In STAGE II (Projected Identity), your clients projected
their identity onto others. And since this projected
identity was largely the result of the evolved identity from
STAGE I, your clients had little or no control over the
impressions they created when they connected with
others. What you see is what you get can have a
devastating effect on the outcome of STAGE II!
In STAGE III (Perceived Identity), your clients are being
classified by whatever impressions they created in STAGE
II. In fact, their perceived identity is a random compilation
of impressions and perceptions that the INFLUENCERS in
your clients life will use to judge, label, define and
characterize them.
And who are these INFLUENCERS?
They are the people that play an important role in your

clients personal or professional life. INFLUENCERS are:
Employers (current or prospective)
Relationships (current or prospective)
Business Associates (current or prospective)
Financial Contacts (current or prospective)
Social Contacts (current or prospective)
These INFLUENCERS are critical to the successful

achievement of your clients RESULTS and for your clients
to be at the mercy of their impressions and perceptions is
an untenable situation!
In STAGE IV (Merged Identity), your clients will adopt the
(often negative) perceptions that INFLUENCERS have
about them and assimilate them into a new form of selfperception that now becomes the basis for the start of the
next Cycle of Identity.
Your most important role as a Results Coach, is to help
your clients BREAK THIS CYCLE!
At some point during the Cycle of Identity, you are going
to interrupt the cycle, and have your clients take control
over the outcome! But at which stage of the cycle do you
interrupt it and how do your clients take control?
This is the most fundamental part of this program. This is
where your clients begin to develop their new Persona
that will ultimately lead to the RESULTS your clients will
pay you high-end coaching fees for!
Since every stage of the Cycle of Identity is influenced by

the previous one, the stage you and your clients are going
to interrupt is STAGE I (Evolved Identity). Your clients are
going to discard their evolved identity and replace it with a
new Persona that is modeled after the person who would
be successful!
Their evolved identity is headed for the dumpster!
In its place will be a brand new Persona for the person
who would be successful in achieving the RESULTS your
clients are looking for!
Who exactly is this person?
It is the future PROJECTION of your clients identity.
It is the future PERCEPTION of your clients identity.
It is the MASK your client must wear to take control over

the projected and perceived identity! This MASK will
NOT create a deceptive identity! It must be completely
aligned with your clients True Identity, or it will not be
effective. If the MASK is not aligned with your clients
inherent personality traits it will not create the RESULTS
you were hired to deliver! The MASK simply represents
your clients identity that is now purposefully and
powerfully projected onto the INFLUENCERS who will
ultimately define and characterize your client!
But since your clients will take control (to a large extent)
over their projected identity, they will be able to have a
positive impact on their perceived identity that will be
created for them by these INFLUENCERS!
So what is this MASK that is so essential to your clients

ability to alter and control their perceived identity and
create a new Persona for the person who would be
successful in achieving the RESULTS they are looking for!
What would be the Persona of the person who would be
successful in attracting the right partner to build an ideal
relationship with?
successful in landing that dream job or promotion?
successful in achieving your clients Desired Outcome?
For the answer to that question, we need to go back in
history! It was the classic Greek theatre of 500 BC that
relied heavily on MASKS to define and develop its
characters on stage. The Greek term for MASK is
Persona and the ancient Greek performers deployed their
masks to convey to the audience their emotions and
character traits. The Greek theatre mask was therefore
the transformational link between the actor and his
character or Stage Persona.
Altering and controlling your clients projected and
perceived identity uses a similar principle, except that it
reverses the analytical process. For example, if its a
relationship your client wants to develop with someone,
he/she must first create an identity for the person who
would be the likely candidate to develop that relationship.
This will be your clients new PERSONA.
Your clients may ask you: Is this new Persona a genuine

representation or a deceptive imitation of such a person?
Am I being honest to my new partner? Isnt it better to
just be myself? It sounds as if Im impersonating
someone Im not!
Your answer should always the same: Your clients new
Persona will never change his/her inherent personality
traits.
Yes, your client will be a different person, but he/she will
never be another person. A Persona is always aligned with
your clients core values and beliefs!
In the vernacular used throughout this course and in your
coaching session, you will use the following definitions:
Persona
The character that they project to their

INFLUENCERS.
This is their Social MASK!
While the temptation to substitute the word personality

in place of persona will at times be seductive and even
feel appropriate, this book draws a clear distinction
between the two interpretations. The term personality
will be defined as follows:
Personality
The sum total of your clients physical, mental,

emotional and social characteristics that is unique
to them.
Your clients personality gives their Persona that

uniqueness that makes it different from anyone else. So
while a Persona will change a perceived identity, the
personality remains true to your clients own unique
values and characteristics. A new Persona does not create
an imitation of someone else. It crafts a uniquely qualified
individual.
Our Persona is what defines us;
Our personality is what distinguishes us.
In Module IV you start to create a new Persona for your
clients! This is the perceived identity that will be under
the control of your client and will be modeled after the
person who would be successful in achieving the RESULTS
your clients are looking for!
Coaching Climaxes
session.
Does the client see the need for control over the
way his/her identity is projected and perceived?
Who are your clients INFLUENCERS?
Is your client ready to break the Cycle of Identity?
Did the client understand the concepts of a Social
MASK?
Does the client see the need for a new Persona?
Outcome
MODULE IV
Creating a New Persona
Outline
You identify seven essential elements that make up
your clients new Persona.
Behaviors will bring structure to your clients life.
It will restore order out of chaos.
You identify five patterns of social interaction that
will allow your clients to successfully integrate with
those whose approval and positive influence is an
essential element in achieving their RESULTS!
Your clients must embrace the positive, neutralize
the negative and eliminate the toxic INFLUENCERS.
Your clients have begun the process of
programming and conditioning their new Persona
to become the person who would be successful.
They do this by internalizing every element of their
Persona in terms of emotions, behavioral patterns,
sociology, language, environment, psychology and
physiology.
Objective
In this module, your clients bring together the seven
elements that are required for the development of their
new Persona. These are the elements that make up the
profile of the person who would be successful.
The person your clients have to become!
Content
When your clients stand in front of the Mirror of
Perception, they will see their image reflected. Every
detail of their physical being is reproduced by the mirror
and this image is only limited by the size, dimensions and
proximity to the mirror. However, if the mirror is warped,
the image becomes distorted. If the mirror is chipped or
cracked, the image becomes fragmented. A flawed mirror
no longer reflects the image that your clients wish to
portray.
When your clients project their self-perception onto
others, it will reflect their image in much the same way.
The image they project onto their INFLUENCERS will be
that of a full-length mirror. It must accurately display
every detail of the image they intend to project. A true
reflection of the way your clients want to be perceived.
A reflection of achievement and success.
A reflection of love and devotion.
A reflection of valor and determination.
A reflection of their best!
But if your clients have a self-perception that is limiting or

even sabotaging their chances of achieving success, it is as
if theyre standing in front of a warped and shattered
mirror. They become the mirror image of a distorted and
fractured self.
It is crucial to your clients success that they project the
proper self-perception. By creating a new Persona, they
are in fact creating a new self-perception. Their selfperception becomes the personification of their self-worth
and their self-esteem. A positive projection of their selfperception will become their trajectory to success. And
since their self-perception will be permanently anchored
to their new Persona, its imperative that you (as their
coach) assemble all the essential elements required to
design and develop a Persona that is truly representative
of the self-perception your clients wish to portray.
Their Persona is of their own creation. It is the result of a
creative collaboration between coach and client. It is
consciously crafted by a vision of the person who would
be successful and subconsciously molded by your clients
behavioral patterns, emotional traits, environmental
circumstances and psychological and physiological
conditioning.
As with any creative endeavor - whether its a musical
composition, a literary manuscript, a marble sculpture or
an oil painting the true value lies in the interpretation of
the creation. The interpretation of your clients Persona is
therefore paramount to their eventual success and the
RESULTS they want to achieve.
When you hear a song or a symphony, it can either stir up

a plethora of emotions that leaves you in a state of pure
joy and ecstasy, or it can resonate with feelings of discord
and dissonance. A book can open your imagination to
infinite possibilities or it can poison your mind with the
venom of the authors pen. A sculpture or painting can
extol the beauty of its imagery or the dark despair of the
artists soul.
Your clients new Persona works very much the same way.
The unique qualities of their Persona are accentuated by
the equally unique interpretive values that will be
assigned to it. No two people will interpret your clients
Persona in exactly the same way. Not everyone will define
or characterize their Persona in a positive way and as a
result, they will reject a meaningful relationship or
partnership with your client. No matter how popular or
visually stunning a movie is, there will always be those
who will fail to appreciate it. No matter how profound the
message in a book or poem, there will always be those
whose minds will remain closed. No matter how vividly a
painter creates a canvas of contrasting colors, there will
always be those who will be critical of its compositional
complexities.
It is therefore the definition or interpretation given to
your clients Persona that gives it its significance and
omnipotence. It can dramatically change each and every
aspect of their life. It is the power that will allow your
clients to be successful at anything they do!
Lets examine how your clients new Persona will change

the way in which they need to be defined and
characterized in the areas of:
1.
2.
3.
4.
5.
6.
Career and Business

Family and Relationships
Health and Fitness
Finance
Personal Growth
Spiritual Growth
As a Results Coach, you will need to chart a new course of

action for each of these six categories. You will need to
find a new direction in order for your clients to thrive and
not just survive in their chosen career or business. You
will need to help them strengthen their commitment to
their family and loved ones and test their resolve to
making these relationships their anchor of choice rather
than the albatross around their neck. They will need to
respect their body as the temple of their soul by cleansing
and nurturing their physical entity. You must confront
them to re-examine their values and beliefs and find their
moral compass to become a leader that others can follow
and rely upon.
Personal wealth and financial freedom are the
foundations for your clients physical independence.
Their connection with their Creator will foster
interdependence with their spirituality and the Universe.
There has never been a greater need for awareness and
urgency to make these paradigm shifts! Your clients
mindset must be focused on a quest to thrive and be

alive. They must become the person who would be
successful!
Their new Persona will allow them to become that person!
In order for you to coach your clients to their new
Persona, you need to bring together the seven elements
that are required for the future development of your
clients new Persona. These are the elements that make
up the profile of the person who would be successful.
The person they need to become!
These elements are:
1. The emotional patterns of such a person.
Over the next seven days, youre going to expose your
clients to the emotional patterns of the person who
would be successful! These emotional patterns must
become part of your clients new Persona. Their new
Persona must be full of fresh and vibrant emotions that
belong to the person who would be successful! These
emotions must create the will and passion to achieve any
RESULTS your clients are looking to achieve!
So what kind of emotions would run through such a
persons veins? Of the dozens of emotions your clients
experience on a regular basis, ask them to think of three
(or more) that they can attribute to the person who
would be successful.
Ask your clients to answer the following three questions

for each of these emotions:
How would you describe the emotion?
Why is this emotion important to your new Persona?
How will this emotion be different from the way you

felt before?
It is important that your clients new Persona has

empowering emotions. Their RESULTS will depend on
them!
2. The behavioral patterns of such a person.
To achieve the RESULTS your clients hired you for, they
need order. Without order, there is chaos. Perhaps your
client is no stranger to chaos. Perhaps their life is in a
state of chaos and confusion right now. Perhaps thats
why they hired you as their coach.
Life can be hectic. For many of us it is a constant
balancing act. We have commitments to our family. Our
children need our attention. Our work is getting more
demanding all the time. We want to stay healthy and fit.
We must be careful about our diet. Its so easy to get
overwhelmed. We need order in our lives.
Your clients behavioral patterns will guard against chaos
and overwhelm. Remember, it is never the situation that
theyre in which causes chaos. It is the way in which they
react to the situation. It is the way in which they interpret
the problem. It is the way in which they deal with the
issues. Your clients reactions and interpretations are
governed by their behavioral patterns. As a Results Coach,

it will be your job to restore order in their life.
Your clients new Persona must have the behavioral
patterns of the person who would be successful.
Whatever your clients goals or objectives, if they are a
MUST, your clients behavioral patterns will mimic their
commitment to achieve success! Their new Persona must
establish discipline and order so that they can succeed.
These behavioral patterns must be enshrined in their new
Persona. If its a new relationship your client wants, the
way in which he/she behave will determine whether the
outcome will be successful. Your clients behavioral
patterns will be crucial during a job interview. They will
guide a new business venture. They will create a level of
authenticity for your clients relationship with their
Creator.
More than anything else, your clients behavior mirrors
their Persona. Their positive behavior is the first line of
defense when others define and characterize them.
Inappropriate behavior (by that I mean behavioral
patterns that are not in consort with their goal or
objective) will immediately cast a shadow over their
Persona!
Of all the patterns that make up your clients new Persona,
their behavior is often the most visible and transparent.
Together with your clients, I want you to identify five
behaviors which their new Persona must display in order
to create RESULTS. What must their behavior be like and
how does it differ from past behavioral patterns?
Have your clients create a clear image in their mind about

the RESULTS they want to achieve. Have your clients
envision themselves in the character of the person who
would be successful. How would this person behave?
How would such behavior be perceived?
Identify five behaviors that will set your clients apart and
will allow them to achieve the RESULTS theyre looking
for!
How would they describe these behaviors?
Why are these behaviors particularly important to

their new Persona?
How is these behaviors different from the way they

behaved before?
3. The sociological patterns of such a person.

Now that your clients new Persona has the ability to
create order out of chaos with the appropriate behavioral
patterns, its time for you to shift your attention to their
sociology!
Your clients new Persona alters their habits and
characteristics, until they are perfectly aligned with the
goals and objectives for which their Persona is created and
the RESULTS they intend to achieve.
The patterns of your clients sociology carry within them
the ability for their new Persona to function in consort
with their personality traits. The new Persona must align
itself with the patterns of sociological belief and the
actions of those with whom your clients will need to
interact. That means that their new Persona must share

the values of those with whom they wish to establish a
relationship. This may include their employer, their
partner, their business clientele, their church
congregation, their support groups or any other social
group with which they need to interact.
The social patterns of your clients new Persona must
match the ways in which theyre expected to behave in
certain social circles, whether this is at work or during
social events. Your clients new Persona must be able to
play the role theyre expected to play as a result of the
position your clients hold in society or the situation they
are in. How society defines your clients new Persona will
be determined by the Social MASK that they are going to
display.
Have your clients identify five patterns of social
interaction that will allow their new Persona to
successfully integrate with those whose approval and
positive influence are essential elements for achieving
RESULTS!
How would they describe these Social Patterns?
Why are these Social Patterns of particular

importance to their new Persona?
How are these new Social Patterns different from

their previous one?
4. The linguistic patterns of such a person.

Words are by far the most powerful and direct way to
communicate a message. The English language has the
greatest number of defined and catalogued words of any
language in the world, followed by German and with
French as a distant third. But out of the approximately
250,000 words contained in the Oxford dictionary, the
average person uses less than 20,000.
Words are like the colors on a canvas or the notes in a
musical composition. The correct mixture of colors makes
a painting look vibrant and alive. A clash in colors is
disturbing to the beholder. The sequence of a set of
musical notes can create a beautiful, rich and harmonious
melody or it can invoke feelings of dissonance and discord.
Combining the right words on the pallet of communication
can produce powerful strokes to underscore a message.
Using words incorrectly can leave the message impotent
and confusing.
Your clients new Persona needs the ability to
communicate effectively. This applies not only to their
choice of words, but also to the delivery of their speech,
their voice intonations and the subtle nuances in their
language patterns. There may even be the occasional
silence.
Indeed, the power of your clients new Persona is
manifested by the words they use.
5. The environmental influences on such a person.

You cannot eliminate all of the environmental influences
that can affect your clients new Persona. Some of these
influences will be beyond their control. But similar to the
pH level in the soil of a garden, you can help your clients
neutralize the environmental effects on their new
Persona.
Too much acid from one source can be balanced by the
alkaline they receive from another. If some family
members cannot identify with your clients new Persona
and pour acid on their fertile soil, they must turn to other
relatives or friends to garner their support and restore a
healthy pH balance. The acid only stings if they connect
with it. Their perception of someones negative attitude
can give the acidity its potency, or it can be neutralized on
the spot. That choice is always up to your clients. They
may not be able to change parts of their environment, but
they can certainly minimize its impact on their new
Persona.
However, your clients must never allow toxic waste to be
dumped in their back yard. Not under any circumstances!
If someone is out to destroy their new Persona, that
person must be immobilize by removing him/her from
your clients list of INFLUENCERS! Criticism and skepticism
may be acidic, but they can be neutralized. Constructive
criticism may even prove to be alkaline in disguise. But if
someone openly attacks your clients new Persona with
the intent to destroy it, that person must be removed
from your clients sphere of influence. Toxic waste is
poisonous and the acidity will destroy your clients new

Persona or render it ineffective.
Ask your clients to thinks about the people and
circumstances in their life that were a major influence on
them and will likely continue to be an INFLUENCER in the
future. I suggest that you select three or more individuals
that have, and will continue to have a positive influence
on your clients. We will call these the ALKALINE
INFLUENCERS.
Next, have those select three or more individuals that
have, and will continue to have a negative influence on
your clients. We will call these the ACIDIC INFLUENCERS.
Finally, have your clients select three or more individuals
that have, and will continue to have a poisonous influence
on your clients. Call these the TOXIC INFLUENCERS.
Next, youll examine the psychology and physiology of
your clients new Persona. They determine your clients
ability and determination to achieve RESULTS!
6. The psychological characteristics of such a person.
Psychology is an integral part of your clients new Persona.
It is its guiding force. There are many qualities that can be
ascribed to the person who would be successful, but
here are some of the most important ones:
Control
Influence
Contribution
Growth
Responsibility
Trust
Attitude
Vision
Self-esteem
Respect
Humility
Gratefulness
Courage
Motivation
Accountability
Personal Development
Discipline
Inspiration
Optimism
Empathy
Ask your clients to select the 5 qualities that they think are
the most important to fit the psychology of the person
who would be successful!
How would they describe these qualities?

Why are these qualities of particular importance to
their new Persona?
How are these qualities different from their
previous one?
7. The physiological characteristics of such a person.

If your clients body language is out of alignment with
their new Persona, its time to sit up straight and take
notice!
Your clients deportment or the way they use their

physiology is usually an accurate depiction of their
attitude. That is certainly not a unique assessment. The
way we feel is usually reflected in the way we stand, the
way we look, the way we sit or shake hands. So how
would your clients describe the physiology of the person
who would be successful? Is that persons stance
different from your clients? Is that persons appearance
different from your clients? Does that person seem to sit
up straighter? Would that person have a firmer
handshake? How is the demeanor of such a person
different from that of your client?
Would that person be fitter, have more energy, eat
healthier, have a better balanced diet and take better care
of his/her appearance?
Would that person handle stress better? How would that
person resolve issues? Through negotiation or
confrontation?
How would your clients describe their current physiology?
Ask your clients to see themselves as the person who
would be successful and think of how that would feel!
How would that affect their self-esteem, their actions, the
way they behave, the way they conduct themselves, the
way they dress, the way they would greet people, the way
they would handle their job, the way they would deal with
their family and children, the way they would make
decisions, the way they would take responsibility for their
actions, the way they would change their life or improve

the quality of their life.
How would your clients see their physiology change in
terms of their physical expressions and capabilities,
gestures, stance, breathing, presence and so on?
Ask your clients what becoming the person who would be
successful means to them and why this must become
enshrined in their new Persona! Your clients must be very
specific this time. It is extremely important to have their
new Profile connect with the person who would be
successful. It will be crucial to the long-term success of
your clients new Persona that they have an absolutely
clear understanding of who, what and why this person is!
Next, ask your clients to take two action steps in each of
the following six areas and make these a part of their new
Persona! What MUST they achieve with their new
Persona in the areas of:
Their body? (health, weight, fitness, energy, diet,

etc.)
Their family? (children, spouse, parents, siblings,
etc.)
Their business or career? (opportunities,
advancement, change, etc.)
Their friends and relationships? (lover, companion,
etc.)
Their finances? (more income, less debt, better
investments)
Their spirituality? (stronger beliefs, closer
connection with their Creator or the Universe)
Do your clients see themselves see as the person who

would be successful? Focus your coaching on this
concept and watch your clients new Persona take shape!
Coaching Climaxes
session.
Does the client understand how he/she needs to
become the person who would be successful?
This module provided an opportunity for multiple
Coaching Climaxes when you coached the seven
elements of a Persona! Which of these seven
elements resonated the most!
Based on these seven elements, was the client able
to create a profile of the person who would be
successful? (This would be a major climax!)
Outcome
MODULE V
Finding Your Client's Restore Point
Outline
You select a Restore Point for your clients. This is
where theyll start to put their new Persona
together.
Your clients will make a list of the wrong choices
dating back to their Restore Point, so that they
wont make the same choices again.
You make a list of all the external influences that
have prevented you from achieving success in the
Past.
You identify and acknowledge the fears and
emotions that have shaped your clients identity.
You identify the INFLUENCERS that can threaten
your clients new Persona.
Objective
In this module, you lead your clients to a Restore Point
from where they can follow a different path to their
Desired Outcome. A Restore Point from where they will
start to create their new Persona!
Content
I have never met a client for whom I could not find a
Restore Point! A Restore Point from where your clients
will start to create their new Persona! This is the point in
their Past where they chose to follow a certain direction
on lifes journey.
At some point in our lives, we all arrive at a certain crossroads where we must make a decision:
Do we turn left or right?
Sometimes we choose a partner and ask that person to
join us on our journey. But what if we chose the wrong
partner?
Sometimes we commit to a career path based on our
education or our familys expectations. But what if were
unhappy with our career choice?
Perhaps we opened up a business, only to find that it is
not profitable or even viable.
What if we were seduced into believing that drugs or
alcohol are the antidote to our pain?
Maybe we follow a faith that is no longer meeting our
spiritual needs.
We can never go back into our Past and change it! But we
can go back to that intersection and start a new journey in
a different direction. We can go back to that Restore Point
and turn right where we once turned left!
When you take your clients to their Restore Point, theyll

experience a sense of familiarity. They have been there
before! This is dj vu.
The intersection will look different! A lot of time has
passed! The landscape around the intersection will have
changed. The options that were open to your clients in
the Past will now be different. The choices they were
given then may no longer be available.
The fork in the road will look different from the way they
remember it! But old choices have been replaced by new
choices that are available now.
The allure of a new beginning is beckoning your clients.
New opportunities are waiting. All they need to do is
make some new choices!
The last time your clients were at the cross-roads, they
made certain choices. These choices did not deliver their
desired results. So how can they be sure that this time,
they will make the right decisions?
The answer to that question depends on who is making
the decisions!
Will it be your clients identity from the past or their new
Persona?
To prepare your clients for their journey back to their
Restore Point, they need to relax and clear their thoughts!
Suggest they find a quiet place to meditate. A favorite
spot! Maybe they could go for a walk! As they meditate,
have them revisit a time in the past when they had dreams
and aspirations. Go back to a time when your clients had
goals and ambitions. When they wanted to be different
from the judgements, labels, definitions and
characterizations that are now part of their perceived
identity.
Take your clients back to that time, so they can replant the
seeds of their True Identity that have long since been
trampled on and suffocated. Take them back to that
Restore Point where the seeds of their True Identity are
still dormant and waiting to be re-planted.
Tell your clients to close their eyes and create a mental
image of that Restore Point. Perhaps they can write a
description, draw a picture or a map, or take a photograph
and label it My Restore Point. Have them take a few
minutes to come up with the right imagery. Its from here
that they will grow their new Persona!
Weeding the Restore Point
OK, its time for your clients to roll up their sleeves and
put on the garden gloves. Their Restore Point has been
neglected for a very long time and now its overgrown
with weeds.
Even the evergreens that are the remnants of their past
achievements need some pruning and the colorful plants
and flowers that form their Equity of the Past are barely
visible in this jungle of untamed overgrowth.
The weeds at your clients Restore Point represent all
the things that are wrong about their projected and
perceived identity. These weeds must be extracted from

the Restore Point and discarded one-by-one.
Weeds of doubt, inferiority and low self-esteem have no
place at your clients Restore Point. They suck up all the
nutrients from the rich soil, leaving it barren and
unproductive.
This is their wasteland of past failings and misfortunes.
Make sure that your clients dont just skim the surface
with the string of their weed-eater. This may give the
illusion of a fresh start, but unless they pull out those
weeds by the roots, they will re-appear and your clients
future achievements will be stunted and stagnated.
These weeds are not all the same.
Some are small and easy to pull out.
Others seem to have long roots and are hard to remove.
Just before your clients discard the weeds of their
perceived identity and toss them into the compost bin,
they need to catalogue them.
These weeds represent the misconceptions your clients
have about Who They Are.
They represent the choices your clients made that steered
them in the wrong direction.
I prefer not to think of these as mistakes, but rather as

wrong choices. I believe that everything happens for a
reason, so there are no mistakes.
At this point, you should be able to identify three (or
more) weeds that your clients have discarded.
Once your clients have pulled out the weeds, its time to
clean up the rest of their Restore Point.
Get your shovel and wheelbarrow ready!
And drink plenty of water!
This will be heavy work!
Removing Rocks & Debris
The weeds your clients pulled at their Restore Point
represent the internal blockages that prevented them
from pursuing their dreams and goals in the Past. These
are the misconceptions and poor choices that steered
them in the wrong direction.
The rocks that are scattered about their Restore Point
are the external roadblocks that stopped them from
achieving their goals and living the life they desire. These
rocks were always a part of the landscape, so your
clients ignored them! They are a part of their
environment. This would include their family, their
upbringing, their education, the places they lived, the
country they were born in and any social or religious
influences they were exposed to.
Basically, all the influences over which your clients had no

control in the past but are now in a position to remove or
relocate. Yes, some of the boulders are just too heavy
to remove all together, but with some effort they can be
relocated to an area where they can no longer inhibit the
growth of your clients new Persona.
The debris that is strewn about the Restore Point is the
rubbish that your clients collected over the years and
allowed to pile up. These are the negative influences that
they permitted to be dumped at their Restore Point by
INFLUENCERS who were just looking for a place to get rid
of their personal garbage. These are the labels that
people have attached to your clients, the negative
perceptions they created about them, the ways in which
they put your clients down, diminished their value and
importance, made them feel inferior, used them for their
personal benefit and abused them for their personal
significance!
Lets get out the wheelbarrow and remove three (or more)
rocks that have disempowered your clients in the Past
but can now be removed from their Restore Point. Dont
forget to label these rocks and catalogue them for
future reference!
Are there any boulders that will always be at the Restore
Point because theyre impossible to remove, such as a
health issue or a financial obligation? Lets move them to
a place from where their impact on your clients new
Persona can be managed and controlled!
Finally, lets clean up the debris. List three (or more) items
that have held your clients back in the Past, but are now
destined for the dumpster.
Whew! Mission accomplished! Your clients Restore Point
looks much neater now.
Tilling the Soil
Lets get out the spade and start digging deep into your
clients Past. This time youre not looking for rocks or
debris. This time youre not killing weeds. This time you
want to turn all their negative conditioning upside down.
Youre going to unearth the demons from their Past. The
beliefs that they hold about themselves and their
environment.
This is the acidity in the soil that has been allowed to
accumulate over the years and that has stunted and
stagnated your clients personal growth! How do they feel
about themselves? What negative emotions are harboring
below the surface? What are they afraid of?
Was your client popular as a child? Was he/she shy? How
did they do in school? How was their relationship with
their parents?
Their perceived identity was likely cultivated in the same
soil that is now a part of your clients Restore Point. If the
soil is too acidic or too alkaline, their new Persona will not
develop properly. If the soil lacks the proper nutrients,
their new Persona will not reach its potential. If they
dont water their new Persona, it will dehydrate. Give it
too much water and it will drown. Too much shade will
make their new Persona shy and demure. Too much light
will make it boisterous and arrogant.
A Persona that is warmed by the sun, yet cooled by the
breeze will grow into a beautiful arbor. Give it the right
nutrients and sufficient water and your clients Persona
will grow strong and independent. So you need to till the
soil at their Restore Point in order to expose all the toxicity
in the ground and allow the earth below to become
refreshed and revitalized!
Have your clients think back through the Past and start
digging for significant events that made an impact on their
life. Now list the three (or more) most important ones.
What are some of the fears your clients had in the Past
that may still impact them today?
What are some of the emotions your clients felt in the
Past and are still dealing with today?
Protecting the Restore Point
Your clients Restore Point needs protection from the
elements that may want to destroy their new Persona, the
parasites that may want to invade it and the unscrupulous
INFLUENCERS that may want to steal or sabotage it.
So what are the elements that could destroy your clients
Persona? They are the environmental hazards that they
are constantly subjected to. The environment that they
live and work in can be harmful to their new Persona. And
that environment starts with their immediate family. A
spouse or partner can create a nurturing environment for

your clients to grow in. But they can also suffocate your
clients psychologically or torture your clients emotionally.
Your clients family can believe in them, or belittle them.
They can support your clients, or suppress them. They can
elevate your clients to new heights or send them spiraling
down. They can push your clients over the top or push
them over the edge!
The parasites of society live of the avails of achievers and
will suck the lifeblood out of your clients new Persona.
Once your clients Persona has been invaded by parasites,
it will suffer from a terminal illness that can only be
eradicated by the creation of a new and uninfected
Persona.
The third type of intruder into your clients Restore Point is
the unscrupulous INFLUENCER. While success is openly
admired and publicly lauded, it is often secretly resented
and feared. In a society where mediocrity is the standard
by which much of our personal performance is measured,
your clients new Persona may be discomforting for many.
Your clients new Persona will be extremely vulnerable
during its formative days. You must help your clients
guard against foreign invaders and environmental hazards.
Their Persona will be uniquely theirs. No two people are
alike. Therefore, the challenges and obstacles your
clients new Persona will face are also unique.
Identify three (or more) INFLUENCERS who could hurt
your clients new Persona while it is still in its infancy and
most vulnerable.
Next, list three (or more) environmental hazards (negative

social influences from work, church, community,
colleagues, etc.) that could hurt your clients new Persona.
Now that youve found a Restore Point from where your
clients will start to develop their new Persona, its time to
create a Profile for the person who would be successful.
A Profile for the Persona that will be modeled after this
person!
A Persona Profile!
Coaching Climaxes
This session is so powerful, that your clients will
experience multiple Coaching Climaxes! Here are just a
few opportunities to ignite the spark!
How far back is your client willing to go to find a
Restore Point?
Did the client experience an a-hah moment
when pulling out the emotional weeds?
Were there any Coaching Climaxes when they
removed rocks & debris?
Did the treat of INFLUENCERS elicit any response?
Outcome
MODULE VI
Creating a Persona Profile
Outline
For your clients to be in full alignment with the
person who would be successful, they must first
align their new Persona with a profile of such a
person.
There are two types of leadership that are part of
your clients Persona Profile:
o Internal Leadership, and
o External Leadership.
There are two fundamental qualities inherent in
the person who would be successful. They are:
1. The desire to achieve, which is similar to an
emotion and therefore inspired.
2. The ability to achieve, which is based on skill
sets and expertise and therefore acquired.
Society conditions us to accept External
Leadership from those who are our INFLUENCERS.
But without the guidance of the Leader within,
these External Leaders simply promote the values
of the institutions they represent.
Leadership is not determined by leadership skills,
but by leadership wisdom.
Objective
In this module, your clients will align their new Persona
with that of the person who would be successful by
modeling their Profile.
Content
Creating a Persona Profile from the Inside Out
In the previous module, your clients learned about the
seven elements of their Persona. They are:
1. Emotional patterns
2. Behavioral patterns
3. Sociological patterns
4. Linguistic patterns
5. Environment influences
6. Psychological characteristics
7. Physiological characteristics.
However, your clients new Persona is much more than
just a combination of elements in random order. It is
about becoming the person who would be successful!
But it is also about some else. Something even more
important than becoming the person who would be
successful! In fact, your clients new Persona will not
succeed unless it is a true, genuine, authentic and
accurate representation of their True Identity!
Your clients cannot assume someone elses personality
traits any more than acquire someone elses natural
talents. Personality traits and talents are a part of their
DNA. They are what makes your clients unique!
These personality traits and talents do not need to be

acquired. They are inherent. But they can be further
developed and refined. They are the diamonds in the
rough that will only reach their true potential once
theyve been cut and polished to perfection.
Your clients new Persona will not change their personality
traits, but it will develop them to their highest and best
value.
In this module, you will focus on creating a profile for the
person who would be successful! and integrate that
profile with the clients new Persona. While the profile for
the person who would be successful! will be unique to
your client, there are certain qualities that are essential to
the achievement of success in virtually any category.
It doesnt matter if your client wants to find a new
relationship, start a new career, create a new business, reconnect with family or make a stronger commitment to
their faith! It all begins with the profile of a LEADER!
All of us are born with the inherent qualities of a Leader.
Your clients are no exception! To deny the Leader within
is to try to change a personality trait. It cannot be done!
But constant negative conditioning can subdue the Leader
within. Your clients may have been conditioned to
suppress the Leader within, just as they may have been
conditioned to suppress an emotion. When emotions and
personality traits are suppressed, they may retreat and go
dormant but they can never be expunged! Creating a new
Persona Profile will awaken the comatose Leader within
and re-connect your clients with the person who would

be successful!
There are two types of leadership that are part of your
clients Persona Profile:
Internal Leadership, and
External Leadership.
In order for your clients to achieve the RESULTS they hired
you for, its important to understand the difference
between these two types of Leadership! Both have a
valuable role to play. Both are essential to the
development of your clients Persona Profile.
Yet, both are vastly different. They are fraternal twins!
If your clients were not successful in achieving the
RESULTS they are looking for, they were likely conditioned
to fail. This conditioning probably took place over an
extended period of time and was the result of
INFLUENCERS who did not understand or could not care
about your clients true potential.
Before all this conditioning took place however, your
clients were guided by the Leader within who took them
to some cross-roads where they had to make a decision!
Should they turn left or right?
This decision may have been made a long time ago. It may
have slipped into obscurity. It may have lost its relevance
to your clients current situation. But it is most likely the
decision that ended the role of the Leader within and
started the Cycle of Identity that is responsible for the
situation your client is in TODAY!
During this coaching session, your clients need to recall in

as much detail as possible, their personal journey that led
them to that cross-roads where they abandoned the
Leader within and were swept away by the perpetual
Cycle of Identity. You need to take your clients back to
that cross-roads!
This is their Restore Point.
Internal Leadership vs External Leadership
External Leaders are conditioned leaders. They are
conditioned to accept and represent the philosophies of
the corporate, political, military or religious institutions
they now lead.
Your clients Persona Profile must be a true, genuine,
authentic and accurate representation of the person who
would be successful. That person must be guided by the
Leader within. This person is not motivated by ego, but
by the ability to achieve RESULTS!
There is nothing wrong with a healthy ego, as long as it is
balanced by a sense of genuine humility and gratitude.
But if your clients are creating a Persona Profile that will
transform them into an External Leader, they may want
to re-assess their core values and beliefs. If their Internal
Leader is in conflict with their External Leader, they may
find a superficial level of success in the short-term, but the
overall quality of their RESULTS will be compromised as
long as this conflict continues.
Leadership Wisdom
Your clients perceived identity is what defines them. But
your clients are not the ones who created this perceived
identity. That task belongs to those who come into contact
with your clients. Their INFLUENCERS.
Leadership wisdom influences when, where, how and why
that contact takes place. Relentless conditioning may have
made it almost impossible for your clients to tap into that
source of wisdom.
Why?
Your clients were conditioned to believe that leadership is
an acquired skill. They were conditioned to believe that
leaders are made and not born!
That makes as much sense as suggesting that intelligence
is a learned condition. The same applies to leadership.
Leadership wisdom is not determined by what your clients
learned about being a leader, but by how they apply this
knowledge. And that is a consequence of their inborn
leadership abilities and their inherent intelligence.
Oh yes, and something else! Intuition and instinct!
The Leadership Role
In Module II, we dispelled the myth that we are who we
are. The truth is that we are defined and characterized
by our INFLUENCERS.
Your clients new Persona may be part of that process, but

it cannot determine its outcome! Ultimately, we dont
determine who we are. I trust that the concept of a
perceived identity is starting to make sense.
The purpose of your clients new Persona is therefore not
so much about changing who they are, as it is about
changing the perception of who they are. Your clients
new Persona wants to change the perception they project
onto their INFLUENCERS!
Your clients Persona Profile must be based on the person
who would be successful. In other word, once your
clients determine what it is they want to achieve, you can
coach them to create a profile for the person who would
be successful in achieving it. Whether that is a
relationship with someone special, a new job or career, a
new business venture, dealing with a debilitating addiction
or a religious connection, your clients new Persona must
contain the patterns of emotions, behaviors, sociology and
linguistics, as well as the environmental, psychological and
physiological characteristics of the person who would be
successful.
But at the same time, your clients new Persona must be a
true, genuine, honest and accurate representation of such
a person. And since that person is ultimately a future
extension of your client and will incorporate all of your
clients personality traits, gifts and talents, it will in fact be
a true representation of your client!
The Leader in Society

There are only two outcomes of the conditioning that your
clients have been subjected to. The conditioning was
either positive or negative. It either encouraged them or
discouraged them. It either inflated or deflated their
dreams and ambitions.
We can be conditioned for success or failure.
However, many people are conditioned to be neither.
They are not conditioned to achieve success, for that
would mean that they are encouraged to assume a
leadership role. Yet, they are not conditioned to fail,
because that would make them a burden on society. In
fact, they were conditioned to achieve some level of
legitimacy in society, so that they can survive in a state of
mediocrity that brings them a modicum of comfort but no
real satisfaction. And for that privilege, they work hard to
provide for their families.
Many of your clients dont want to be leaders. They feel
inadequate. They feel that they dont have the talent, the
education, the skills, the fortitude or the tenacity to be a
leader, because thats how society has conditioned them!
They are like the elephant whose leg is tied with a simple
piece of string to a flimsy wooden stake in the ground.
That elephant will never run away, because at one point
he was kept captive by a steel chain that was attached to
an immovable tree stump. The elephants conditioning
will last him a lifetime. Your clients conditioning will last
until they create their new Persona!
The Family Leader

Of all the segments of society, family is the most
important one. Bar none! If you have a family, treat it
with the utmost reverence and respect. If you are in the
right relationship or married to the right spouse, you are
truly blessed. If you have children, biological or adopted,
they are a gift from God. Your parents, whether living or
deceased, are an eternal testament to your character.
Love, respect and honor your family. Without family,
nothing is important. Nothing matters!
The family structure is the perfect example of the new
convention of Leadership. A family is no different from
any other team. Everyone has a role to play and a
function to perform. From the youngest child to the
oldest grandparent. That role may not be equal in
intensity or perceived importance, but it is a role that is
unique to the contributor.
Have your clients connect with all members of their family
and as often as they can. Ask them to exclude no one.
They must decide today to make the welfare of their
family the most important achievement on their list!
The Business Leader
Many of your clients are still suffering from one of the
most severe financial crises in recent memory and for
many the disastrous economic spinoff continues
unabated. Corporate leadership has seen its worst failings
in years and the continued poor performances of many of
our corporate giants is symptomatic of a leadership
philosophy that is outdated, outmoded and functionally
obsolete. Job dissatisfaction is the malignant cancer on

todays work force and corporations and organizations
have been dumb, deaf and blind to its impact on
productivity.
For those who remember the good ol days, I have some
unsettling news. Nothing ever goes back to the way it
was. Many of the jobs that have been lost will not come
back. At best, they will be replaced by other jobs. New
jobs will be created that never even existed ten years ago.
Perhaps they dont even exist today!
Business leaders are facing a dilemma. Theyre working
from a productivity template that no longer serves as a
model for the 21st century. Business leaders are created,
molded, transformed, transitioned and conditioned to
lead their businesses. As a society, we are in such awe of
our corporate leaders that we reward them for their
successes and failures. We pay astronomical bonuses to
corporate bankers and Wall Street executives for creating
the worst financial crisis of the decade, possibly even the
last hundred years! If success is a measure of
achievement, how do you explain this aberration? You get
rewarded for causing a calamity? Go figure!
If your clients own a business or if theyre thinking about
starting a new business, they need to create a new
Persona Profile that is modeled after the business leader
who would be successful.
The Spiritual Leader

Regardless of our belief, religion or church affiliation, we
all have a value system at our core that is the foundation
of our faith. But faith requires guidance. When we lose
faith in anything or anyone, its not that our faith
somehow was lost. It simply means that our faith is no
longer guided. It is no longer focused.
Our faith is guided by the Spiritual Leader who resides in
all of us! Of all the inherent leadership qualities and
abilities your clients possess, the Spiritual Leader is the
most important. It is their moral compass and makes the
necessary course adjustments and directional changes
that will keep them on their chosen path. The Spiritual
Leader will keep them focused on their vision, even if that
vision is only a spark that has yet to ignite a passion.
If achievement and success are the hindsight of a vision,
then faith is the foresight of that vision. And its the
Spiritual Leader who carries your clients through this
period of transition, until their vision becomes reality!
When your clients create their new Persona, they must
align their moral and ethical values with those of their
True Identity.
Your clients faith should be guided by their Spiritual
Leader. When that happens, all internal conflict about
faith and religion will disappear. Perhaps for the first time
in their life, your clients will achieve true religious
freedom!
From Microscope to Telescope

In order for your clients to achieve the RESULTS they hired
you for, they need to see the big picture. They need to
take charge and be in control of their life and you must be
ready to lead them!
Their new Persona will give them the opportunity to
succeed and achieve their Desired Outcome! And you are
delivering on your promise to get them there!
In order for your clients to see the big picture, they need
to step away from the microscope that dissects their goals
and achievements into miniscule and disorderly
fragmentations. Instead, they must view their future
through the powerful lens of a telescope where all
relevant matter can be seen as part of one cohesive and
orderly Universe.
The telescope through which your clients will view their
future, will reveal the big picture in the following celestial
sequence:
1.
With their new Persona, your clients will
immediately be connected to the person who would be
successful! Your clients must understand the role they
need to play and which Social MASK they need to
display in order to become that person! And their new
Persona will allow them to do so!
2.
Your clients must look at the INFLUENCERS they
are connected to and determine their impact. Are these
INFLUENCERS able to illuminate your clients chosen path
or is their gravitational pull preventing your clients from
becoming the person who would be successful?
3.
How can you put your client in a perfectly aligned
orbit around the person who would be successful?
For your clients to be in full alignment with the person
who would be successful, they must first align their new
Persona with the seven elements that define and
characterize such a person! (See Module IV)
To recap, these seven elements are:
1. The emotional patterns of such a person.
2. The behavioral patterns of such a person.
3. The sociological patterns of such a person.
4. The linguistic patterns of such a person.
5. The environmental influences of such a person.
6. The psychological characteristics of such a person.
7. The physiological characteristics of such a person.
In other words, you need to create a profile for the
person who would be successful and align that profile
with the profile for your clients new Persona!
Every Persona will have its black hole. It is the space
between perception and reality. The way in which your
clients will be defined and characterized by their
INFLUENCERS is based on the projected and perceived
identity that is being created by their new Persona. The
difference between a projected identity and a perceived
identity is referred to as the black hole of a Persona.
The black hole in your clients new Persona is not an
abyss as one might suspect. It actually contains all the
traits and characteristics of the person who would be

successful, but is shielded from the INFLUENCERS
because it is enveloped in shadows.
Your clients new Persona requires a source of illumination
to shed a light on the black hole and to expose its
profile, so that the INFLUENCERS can see the true
composition of the Persona. This illumination of your
clients Persona takes place when their Persona Profile
becomes aligned with the profile for the person who
would be successful
Profile of the person who would be successful
There are two fundamental qualities inherent in the
person who would be successful. The person your
clients must become in order to achieve the RESULTS they
hired you for. They are:
1. The desire to achieve, which is similar to an emotion
and therefore inspired.
2. The ability to achieve, which is based on skill sets and
expertise and therefore acquired.
Your clients may have the inherent desire to achieve
RESULTS but lack the fundamental capabilities until they
acquire them! By aligning their Persona Profile with that
of the person who would be successful, your clients will
need to acquire all the skill sets required to achieve
success.
What will make your clients capable of achieving the
RESULTS theyre looking for?
What skill sets will they need to acquire in order to
achieve success?
Together with your clients, prepare a detailed list of

qualities that they must possess in order to create their
Desired Outcome.
In preparing this list, try to be results specific! In other
words, look for qualities that will motivate them to
achieve RESULTS! For example:
If your client wants to be a great parent, what will be the
skill sets that their new Persona must acquire?
If your client wants to be a consummate lover, how will
their new Persona prepare them for that role?
If your client wants to be a proficient job applicant, in
what ways will their new Persona compliment their
dazzling rsum?
If your client wants to be a motivated career
professional, how will their new Persona help them climb
the ladder of success?
If your client wants to be a dedicated health & fitness
devotee, what attributes must their new Persona display?
If your client wants to be a spiritual guide or counselor,
what qualities must their new Persona have to create that
connection with their faith?
Creating a profile for your clients Persona is an exercise in
triumph over challenge! If they already have the desire to
create RESULTS, a properly aligned Persona will soon give
them the ability to achieve RESULTS!
You are now half-way through the Signature Program and

the focus of the program will shift from being niche
specific to becoming more client specific! You will devote
more of your coaching time on dealing with the
implementation of the concepts and less time on
introducing new concepts.
You will also help your clients with integrating these
concepts in their personal and/or professional life.
Coaching Climaxes
Coaching Climaxes for this session should be centered on
the following key concepts:
The relationship between the clients new Persona
and the profile of the person who would be
successful.
Why your clients need to be in full alignment with
the person who would be successful.
The desire to achieve and the ability to achieve.
Outcome
MODULE VII
Measure of Success
Outline
The formula for success is based on a set of values
that your clients new Persona shares with the
person who would be successful. These values
must be a true, genuine, authentic and accurate
representation of such a person.
Success cannot be measured by any conventional
standard. It must be measured on an individual
basis and aligned with a persons True Identity.
Lasting success cannot be achieved through
deception or fraud. If the perception of success
hinges on expensive toys and living a lavish
lifestyle, youre courting with disaster!
Success in itself is meaningless unless there is value
attached to it. We are not successful if the only
beneficiary of our success is us.
Objective
Your clients dont pay for coaching. They pay for RESULTS!
In this module, your clients will align their new Persona
with the RESULTS they want to achieve. This is how they
measure their success!
Content
The Formula for Success
This week your clients are going to look at success.
Theyre going to find out what success means to them and
how it fits in with their new Persona.
There are as many definitions for success as there are
people who wish to define it. Most dictionaries agree on
some generic definition of success, such as the
achievement of something desired, planned or
attempted.
Most Results Coaches will agree with the standard
convention that success is achieving a Desired Outcome.
The formula for success is based on a set of values that
your clients new Persona shares with the person who
would be successful. These values must be a true,
genuine, authentic and accurate representation of such a
person.
The person your client needs to become!
Here are some of the values that are closely aligned with
the profile of the person who would be successful!
1 - Be authentic
Success will have little significance, unless it is achieved
through the authentic application of the values and
principles by which your clients new Persona will be
defined.
2 - Make a contribution
Any measure of success increases exponentially with the
level of contribution it makes! Achieving success for a
self-serving purpose is not in keeping with your clients
value proposition.
3 - Create a vision
In order for any achievement to be desired, planned or
attempted, it must first have purpose. Without purpose,
there is no need to achieve. The purpose of your clients
achievement is aligned with the vision they have for the
achievement. Your clients must know the outcome
theyre after! They must devise a way to get to that
outcome. They need a vision!
4 - Have a strategy
Your clients need a roadmap for success. Help them plan
the route and place markers along the way to keep them
on track. Watch out for the road blocks and detours. And
remember that any good strategy must also have
contingencies in place.
5 - Find your passion
Success is imminent where passion is evident!
Passion is the fuel that runs the engine of success.
Whatever RESULTS your clients are after, confirm that
their passion is at the core of it! Check their fuel gage and
make sure theyre running on a full tank of passion!
6 - Risk is your lightning rod!

Staying indoors during a storm may provide your clients
with a safe haven, but they will never be struck by the
lightning bolt of success.
Success does not come with guarantees, but then neither
does life! So have your clients take chances and take
them often. Sooner or later, theyll be struck by lightning!
But until that moment happens . . . . . .
7 - Have faith!
Risk is a seduction
Chance is an opportunity.
Faith is the difference
Your clients should never underestimate the power of
faith! It is the one intangible that can turn risk into
chance. Always have faith!
8 - Become a success environmentalist
Success only grows in the proper environment. If those
around your clients are a toxic influence on their success,
its time to uproot and relocate. Your clients must be
surrounded by those who share their values, goals and
objective. With the synergy of a positive environment,
their success will be immense!
9 - Actions speak louder than words

Success will remain a lofty illusion, until your clients
actually achieve it! The chances they take today will
create the RESULTS of tomorrow
10 - Create a Persona Profile for Success!
This is the single most important ingredient in achieving
the RESULTS your clients are looking for. By aligning their
Persona Profile with the profile of the person who would
be successful, they will have the mindset to achieve the
RESULTS theyre after!
The Measure of Success
How do your clients measure their success? Weve all
seen that question used over and over in conversations,
articles and books! We all want to measure our success!
When someone is successful, then the outcome of their
achievement will be desired and planned. The true
measure of success rests squarely with the achiever.
Success should therefore be measured on an individual
basis. Even though success cannot be measured by any
conventional standard, your clients are encouraged to
apply their individual measurements. When they create a
new Persona, they want success to be measured based on
their unique circumstances.
Success cannot be measured in any conventional and
quantifiable way, but that does not diminish the value of
success.
When it comes to success, your clients want to model the

profile of the person who would be successful. It really
doesnt matter that success is subjective. Your clients
need the emotional gratification that their INFLUENCERS
perceive them as successful. And occasionally they must
pay a steep price for this perception. They drive expensive
automobiles, live in high-mortgaged houses and exist on
an ever-increasing line of credit.
Yet we all know that this measure of success is fraudulent.
This perception of success is artificially acquired and
manipulated. And now it becomes a deception. In fact,
the illusion of success is created by infusing tangible
assets, such as an expensive automobile, a new house, a
European vacation, etc. The illusion of social status is
being substituted for success at the expense of values and
virtues.
Lasting success cannot be achieved through deception or
fraud. If your clients perceived identity and definition of
success hinges on the acquisition of expensive toys and
living a lavish lifestyles, they are not achieving success.
They are courting disaster!
The Value of Success
The value of a man should be seen in what he gives
and not in what he is able to receive.
Try not to become a man of success,
but rather try to become a man of value.
~ Albert Einstein
When you coach your clients on the value of success, they

need to acknowledge that success in itself is meaningless
unless there is value attached to it. Success is not success,
unless it has value and that value is a measure of what
success brings and not takes away. Your clients are not
successful if they are the sole beneficiary of their success.
Success has no lasting value, unless the benefit of success
is greater than success itself.
The value of success is measured by those who directly
benefit from it. The value of this book is not measured by
the number of copies it sells, but by the number of lives it
impacts! It is not measured by how long it remains a best
seller, but by its ability to change the coaching industry!
One coach at a time!
The RESULTS that your clients will achieve, will be
determined by their new Persona and how it impacts their
INFLUENCERS; their family and friends, their loved ones,
their associates, their business partners and everyone else
who is part of their sphere of influence.
The value of your clients overall success will be
determined by the benefits they bring to those who are
impacted by them. The legacy of your clients life is
therefore not determined by the success of their
achievements, but by the benefits they will bring!
Coaching Climaxes
Coaching Climaxes for this session should be centered on
the following key concepts:
Values that your clients Persona shares with the
person who would be successful. These values
must be a true, genuine, authentic and accurate
representation of such a person. The person your
client needs to become!
Success cannot be measured in any conventional
and quantifiable way, but that does not diminish
the value of success.
Success is not success, unless it has value and that
value is a measure of what success brings and not
takes away. Your clients are not successful if they
are the sole beneficiary of their success.
Outcome
MODULE VIII
Changing the Conversation!
Outline
Your clients new Persona must be an effective
communicator. When it speaks, it must be
understood and not just heard! It must not only
articulate your position with extreme clarity, it
must also be able to defend it in debate! Voice
intonations interpret your emotions, while at times
silence is your best and most powerful ally and
spokesperson.
Your body language validates what your Persona
Profile communicates and your spoken language
articulates.
Faith is the hardest thing to find and the easiest
thing to lose! When things go wrong and we have
no one left to blame, we blame ourselves and in
doing so, we blame our faith and our belief!
You can never go back to your past! Whatever
happened in the Past is now irrelevant.
Objective
Every type of human interaction can be reduced to a
single common denominator: COMMUNICATION!
Content
The human voice can hypnotize or agonize. It can
motivate or denigrate. It can command an army or
whisper in a lovers ear. It can shatter crystal or sooth a
crying child. It can carry the emotions of anger, love and
joy. It can express jubilation or despair.
Your clients voice is a powerful communicator that can
instantaneously change any existing perceived identity or
create a new one! In order for your clients to achieve the
RESULTS theyre after, they must first learn how to control
and command their conversation!
There are four areas of speech delivery that are essential
elements of verbal communication:
1 - The Power of Articulation
Your clients must articulate their purpose and intent in a
manner that leaves no room for misinterpretation. If their
verbal communication is ambiguous, they will be
perceived as wishy washy. Your clients may not always
be able to control the way in which they are defined and
characterized, but they should never leave the
impressions they create to chance! They should always
think before they speak and only speak after theyve
clearly formulated what theyre going to say and how
theyre going to say it. Avoid any ambiguity and articulate
any thoughts and messages in a clear and concise manner!
2 - The Power of Debate
Debating an issue is not the same as having a civilized
argument. Debating is not about winning somebody over
to your clients point of view, even though that may be the
end result. A skilled debater is capable of articulating his

or her view point in a powerful yet unintimidating fashion.
Winning should never be the object of any debate, but a
successfully debated issue will often result in one party
acknowledging the superiority of the other partys point of
view. And for your clients, that would be a highly civilized
victory!
Never allow your clients to be drawn into an argument,
but let them pick up the gauntlet when challenged to a
debate over an issue they feel passionate about. Let them
articulate their passion in a powerful and purposeful way!
Regardless of the outcome, they will earn the respect and
admiration of their challenger and will be defined and
characterized accordingly!
3 - The Power of Voice Intonation
It isnt just what your clients say. It isnt just how well
they articulate. It is the tone of their voice that speaks
volumes! Speech and articulation reach us at an
intellectual level. Intonation reaches us at an emotional
level. Emotions are the most powerful motivators known
to man.
Voice intonation is a double-edged sword however. It can
instill trust and confidence, but it can also expose a
weakness. Your clients must always communicate from a
position of strength! If their new Persona is a true,
genuine, authentic and accurate representation of the
person who would be successful, then they will be able
to communicate from a position of strength! And they can
use the power of voice intonation to leverage that
strength!
4 - The Power of Silence

Silence can be deafening!
There are only two reasons for a person to be silent during
a conversation:
1. A person has nothing to say, in which case there really
is no conversation going on, or
2. The person has something to say, but is not saying it!
We all have experienced these moments of awkward
silence. It often happens when there is disagreement on
an issue and the silent party stops articulating its point of
view. And when that happens, the other person starts to
panic. Nature abhors a vacuum, so we feel compelled to
fill it!
We start to speak!
When we speak to break the silence, we are filling a void.
And we fill that void not with well thought-out, meaningful
and properly articulated dialogue. No, when we panic to
fill the silence, we usually fill it with drivel!
Why do we feel so awkward during an extended period of
silence? Why do we feel so compelled to fill the void?
Why do we blink first?
Simple!
It is the fear of the unknown! We dont know what is on
the other persons mind, if he/she doesnt speak it! That
uncertainty is often intimidating and unnerving. And
when silence is combined with body language, it can be

downright scary! The proverbial calm before the storm!
If it is your client who breaks the silence, he/she is often at
a disadvantage. Great salespeople have honed the
technique of silence to a fine art. Silence is control!
Your clients need to be in control of the conversation, in
order to positively influence the way in which it is
perceived. They must become effective communicators.
When they speak, they must be understood and not just
heard!
Your clients will occasionally be challenged on the
positions they take. They must not only articulate their
position with extreme clarity, they must also be able to
defend it. Your clients must be able to debate any
position they take with passion and tenacity. And while
they may not always win the debate, they will always win
respect!
The nuances in your clients voice are the interpreters of
their emotions. The intonations in their voice interpret
their emotions. They convey their anger or displeasure.
They betray your clients insincerities. They deliver
feelings of love and affection. If the eyes are the windows
to the soul, the voice is its echo chamber. The
interpretation of your clients message will in large part
depend on the intonation in their voice.
There will be times when silence is your clients best
spokesperson. Let silence be an ally and not a distraction!
Of all the things that could be said, the words that arent
spoken are often the most powerful! They will always be
understood, but they will never come back to haunt you!
The Pen is Mightier than the Sword!
Your clients must create an accurate representation of
their new Persona in both the spoken and written word.
In other words, your clients written communications
cannot be perceived as being less authentic than their
spoken word. Their written word will become a
permanent record of their spoken word and must
accurately reflect what they intend to say!
This is particularly true for emails and social media posts.
Poorly written messages can undermine your clients
ability to be perceived as the person who would be
successful. A hastily or sloppily composed email or an
absurdly abbreviated text or tweet can negatively impact
the way your clients are perceived. Dont rely on poorly
constructed emails and tweets to be the communicator of
choice for your clients new Persona. When it comes to
creating a lasting and positive impression, your clients
must write carefully crafted and properly worded letters
that are precise, to-the-point but above all, respectful of
their target audience. Taking the extra time and care in
preparing emails will go a long way to building the right
Persona.
I recommended that your clients write at least one
Personal Note per day to anyone in their sphere of
influence; their family, friends, colleagues or anyone else
who is an INFLUENCER. If they do this faithfully and
consistently, they will build a very intimate level of trust

and authority!
When was the last time that they received a personal note
in the mail? Aside from seasonal wishes and birthdays, I
bet that they probably cant remember the last
spontaneous card that contained a personal and
handwritten message!
Have your clients take a look at the messages they sent
over the last week. Are there any repeat recipients? Are
there any messages that have gone back and forth several
times with each response getting shorter and more
informal? Maybe they are simply communicating in an
effective manner, with speed and to the point! But that is
not the way they should communicate with potential
clients! Wearing blue jeans and t-shirts may be more
comfortable but once in a while we need to dress to
impress! So if your clients are sending out a bunch of
emails that lack punctuation or capital letters and
resemble the creative writings of a five-year-old, its time
to re-evaluate your communications strategies.
The Power of Body Language
Our speech delivers the message.
Our body language validates it
We create a perception about someone in the moment we
see that person. We begin this perception when we meet
or greet. We will expand on this perception when we
make further contact with that person, but our initial
perception is based on what we see in the moment and is

created at the moment we see him or her.
Of course, the reverse holds true as well. Someone will
create an initial perception about us, the moment they see
us!
There are basically two ways in which we create initial
perceptions. The first method is based on a crude profiling
template, known as stereotyping. We all have certain
biases in favor or against a certain persona type and these
biases are typically the result of social or cultural
influences. They may also reflect our personal
experiences with certain types of individuals. As we
expand our profile of a person, these biases may give way
to a more comprehensive profile that will either correct
our initial bias or endorse it, giving further validity to our
stereotype model.
The second method is based on body language and
creates a perception about a person based on their
mannerisms, deportment and demeanor. It is in this area
where your clients must put their best foot forward. It is
really important that your clients adopt the body language
of the person who would be successful.
What would be the deportment and demeanor of such a
person?
Here are some of the more classic examples:
Sit or stand up straight

Shoulders up
Shoulders down
Arms crossed
Arms open
Legs crossed
Legs uncrossed
Hands fidgeting
attentive
tense
relaxed
defensive
inviting
protective
casual
nervous
Your clients new Persona is based on the profile of the

person who would be successful! Their new Persona is
therefore the Social MASK that represents the public
perception of that person.
Your clients body language is the physical manifestation
of their new Persona. On stage, an actor plays out his role
by adapting his body language to the character he is
playing!
You clients must adapt their body language to the
character their new Persona is portraying!
The eyes are the windows to the soul
Are your clients eyes locked on a person when they meet
and greet that someone? While there may be instances
where culture or ceremony makes overt eye contact
inappropriate, your clients have nothing to hide and their
eyes should attest to that! They must look a person
straight in the eye when they speak to them. Not only will
it bolster your clients unspoken claim to authority, it will
also reveal something about the person theyre dealing
with. Are their eyes meeting your clients gaze or are they
searching for an escape? Does their focus on your client

support their stated intentions or are they wavering in
their sincerity? Do they open the window to the soul or
do they close the shutters?
Stand up and be counted
If your clients new Persona stands for something, their
body language should speak up for it. Body language is
often what makes your clients first impression, so let it
make an impact!
The Purpose of Persuasion
Your clients perceived identity will be defined and
characterized by those who are exposed to their new
Persona. Their INFLUENCERS! Your clients new Persona
will be developed from a comprehensive set of emotions,
behaviors, sociological and linguistic patterns, as well as
environmental influences and psychological and
physiological characteristics. It will also incorporate their
inherent personality traits which will give their new
Persona its unique character!
Since your clients new Persona is inimitable, it will have
both supporters and detractors. That is a fact that will
never change. The purpose of persuasion is to change the
ratio of supporters to detractors heavily in your clients
favor. To achieve the RESULTS your clients are looking for,
they will need support from relatives and friends, coworkers and bosses, teachers and other leaders.
No man is an island!
Thirst for Knowledge

Your clients new Persona comes with a certificate of
authenticity, but (unfortunately) not with a college
diploma or university degree. If they were fortunate
enough to attend Kindergarten, they probably learned
most of what they need to know in life! But your clients
must constantly update and upgrade their knowledge
base. No, they dont have to go back to school. Theyre
already attending the University of Life. But knowledge is
power and the more your clients know, the more powerful
and effective will be their new Persona.
Always thirst for knowledge. I have never met a person
who suffered from too much knowledge. Your clients
new Persona derives its power from knowledge. Feed it
frequently! Its always hungry for more and has an
insatiable appetite for quality content.
But keep your clients thirst for knowledge focused on the
RESULTS. What does their new Persona need to do to
achieve those RESULTS? What knowledge is functional
and what is frivolous to creating RESULTS? Will your
clients acquired knowledge keep them on top of their
game or will it bog them down? Select your clients
knowledge base carefully and prudently and then have
them collect as much knowledge as is needed to achieve
their RESULTS.
What type of knowledge should your clients acquire? That
of course depends on the RESULTS they want to achieve!
For example, if your clients are looking to find a new
relationship, their knowledge base should contain as much
information as possible about the interests, hobbies,

activities, likes and dislikes of their potential romantic
interest.
If your clients want to land that dream job or are pursuing
a new career, they must come prepared with compelling
rsum and a mental dossier loaded with facts and figures
about their future employer.
If your clients want to start their own business, dont let
them rely on just a franchisee manual and a blueprint for
making perfect French fries. They must be knowledgeable
about their new industry, their competitors and current
market trends. They should also do a financial evaluation
of their new business from the day they open the doors to
the public, because that is also the day that their business
is officially For Sale!
If your clients want to beat a drug or alcohol addiction,
they need to research proven techniques and technologies
to deal with the addiction. Select the cure that will work
best with their new Persona and then make that cure their
new addiction!
If your clients want to lose excess weight, rely on
knowledge and not on hype. Common sense is the best
weight loss program I know of personally! Let common
sense guide them in their research and then opt for the
program that best suits their new Persona. Putting less in
the body to put less on the body seems to be a common
sense approach!
If your clients want a deeper connection with their faith,
they may want to expand their knowledge and
understanding about their faith. Some religions preach

the practice of having blind faith, but your clients may
prefer to see where their faith is taking them!
Your clients should acquire knowledge in abundance and
collect it whenever and wherever they can! It is their key
to Personal Growth!
The Driving Force of Emotions
Emotions are internal fragmentations
that form an external faade when released
If knowledge is the power behind your clients new
Persona, then emotions are its driving force!
There are four ways in which your clients will deal with
negative or destructive emotions:
1. Avoidance
Your clients may have tried to avoid dealing with their
emotions. In order to avoid rejection in the past, they
may have wanted to avoid any emotions that can
ultimately lead to rejection. And that fear of rejection
will have stopped them from entering into a new
relationship. As a result, your clients avoided the
experience of feeling love, intimacy and connection.
Their new Persona must not try to avoid negative
emotions or experiences, but rather face them head
on!
2. Denial
Your clients may have tried to deny any negative
emotions and experiences. They may have tried to
disassociate themselves from these feelings. But their
new Persona will not deny the existence of negative
emotions because eventually, they will erupt.
3. Endurance
Your clients may have tried to endure their negative
emotions and experiences, allowing them to inflict
psychological and emotional pain! Their new Persona
will not use negative emotions as leverage. Instead, it
will neutralize negative emotions by focusing on their
positive counterparts.
4. Elimination
Your clients may have tried to harbor their negative
emotions and perpetuate their destructive influence.
But their new Persona will try to convert negative
emotions into positive experiences and learn from past
mistakes.
Your clients new Persona also manages the ways in which
they experience other emotions, such as anger,
overwhelm, depression, frustration and loneliness. With
their new Persona, they will be able to change the ways in
which they deal with these emotions. A new Persona can
neutralize the negative consequences of these emotions
and experiences. Every emotion carries a message that
your clients must interpret and convert into some type of
re-action! First, they must analyze the emotion and

identify what it represents. If the emotion is negative,
your clients must try and neutralize it or convert it into a
positive emotion. Next, they must change the way they
communicate this feeling.
The most important thing to remember about emotions:
a) The power of an emotion is in the significance your
clients attach to that emotion!
b) No emotion, negative or positive, will have any lasting
influence unless your clients give significance to that
emotion!
c) If the emotion is in conflict with your clients new
Persona, they must change the significance until the
emotion produces a positive outcome.
Here is a list of some of the most common emotions that
your clients will experience on a regular basis:
Positive Feelings & Emotions
joy
success
contribution
creativity
curiosity
wonder
respect
sincerity
love
flexibility
impactful
power
beauty
spirituality
kindness
integrity
Negative Feelings & Emotions

frustration
sadness
impatient
anxious
guilt
disrespect
loneliness
Insecurity
boredom
anger
annoyed
unsure
depression
humiliation
Teach!
In this session, your clients learned how knowledge is the
source from which their Persona derives its strength. They
must also learn how to assimilate this knowledge and
impart it onto others.
Your clients new Persona is a highly qualified teacher. It
represents your clients lifes experience in a unique and
unorthodox way by being the Persona for their Future and
not from their Past. Yet, it is also the product of their
collective history that is encapsulated in their Equity of
the Past, without the burden of all the baggage they
acquired over the years.
Start Communicating with Your Faith!
Faith is the hardest thing to find
and the easiest thing to lose!
There are many ways for your clients to express their
affiliation with their faith. They can attend church as part
of a congregation or they can worship in the privacy of
their inner spiritual world. Whatever your clients choice
of belief and type of worship, the ability to believe is one
of the most powerful motivating forces known to
mankind.
Your clients faith should be a very private and personal
choice. If their faith is a part of their core values, their
new Persona will enshrine that faith with respect and
deference.
Stop Communicating with the Past!

Why did this happen to me?
Have you ever found yourself in a situation where that
seemed an appropriate question? We usually ask
ourselves this question when something bad befalls us.
When tragedy strikes or when misfortune detours our life.
Yet many psychologists and counselors consider this
question inappropriate or not empowering. It is too vague
and does not solicit a structured and specific answer!
Personally, I think its one of the greatest questions you
can ask, which is probably why so many people are asking
this very question! If you believe that everything happens
for a reason, then the question of why did this happen to
me? is indeed a valid one! Esoterically, you already know
that it happened for a reason! The question simply
acknowledges our human limitations in deducing what
that reason was!
The more important question you may want to ask your
clients is: Does it really matter that things happened for a
reason? The answer is NO. Whatever may have
happened for a reason also happened in the Past! And
whatever happened in the Past is now irrelevant.
We can never go back to our Past!
But your clients can choose to retain their Equity of the
Past by making their most valuable experiences from the
Past a part of their Future. Without a Past there can be no
Future. And now your clients get to choose what they
want to bring forward! Once theyve selected their
Equity of the Past, they must let go of rest! Whatever

decisions your clients make from this day forward will not
in any way alter their past, so let it be!
Coaching Climaxes
This session will be another hot bed for Coaching
Climaxes! Here are just some of the key concepts that will
explode a-hah moments in your clients mind!
The power of the spoken word!
The power of silence.
The power of the written word.
The power of body language.
The power of negotiation.
The power of knowledge.
The power of emotions.
The power to teach.
Communicating with faith.
Communicating with the past.
Outcome
MODULE IX
Code of Conduct
Outline
Your clients new Persona must exude confidence
in the performance of its role as the person who
would be successful, or it will be judged as weak
and inferior. A new Persona that conducts with
confidence will be able to achieve anything that is
an absolute MUST!
Integrity is the moral compass of your clients new
Persona.
Determination will keep your clients on target.
Purpose will keep them on course!
Without passion, there can never be a complete
sense of fulfillment. When your clients follow their
dreams and stay true to their convictions, they will
eventually discover their passion!
Objective
As your clients continue to build the foundation for their
new Persona, its time to create a Code of Conduct for the
person who would be successful!
Content
Confidence
If your clients new Persona does not exude confidence in
the performance of its role as the person who would be
successful, the performance will be judged as weak and
inferior.
In a new relationship, a lack of confidence can be
considered a weakness that can ultimately lead to a
perceived imbalance in the roles each partner will play. If
your client is typecast to play a supporting role in the
relationship, he/she may be in for an unhappy and rocky
ride! If, on the other hand, your clients new Persona
conducts itself with an air of confidence, he/she will likely
share equal billing in the relationship!
When considering a career move or applying for a new
job, the confident way in which your clients new Persona
conducts itself is key to getting the job. If your clients
show a level of confidence in their ability to be the
person who would be the successful candidate, the new
employer will interpret that confidence as a measure of
conduct that will give them the edge over the other
applicants.
Confidence in the market place is a strong determinant of
stock value. Consumer confidence can build or destroy an
economy! Corporations will not be able to attract lenders
and investors without the underlying confidence that their
business is sound and profitable.
Integrity
Your clients new Persona must be a true, genuine,
authentic and accurate representation of the person who
would be successful. If your clients compromise their
integrity, their new Persona becomes a disingenuous copy
of someone else!
Many life coaches, behavioral analysts and personal
development experts preach the modeling technique as
a means of achieving success. They are of the naive and
mistaken belief that achieving success is as simple as
copying someone who already is successful! Virtually any
self-improvement course is somehow based on this
philosophy.
Theyll all tell you: Just copy someone who already is
successful and you will also be successful. Why re-invent
the wheel?
WHY INDEED!
But heres the catch 22 question that invariably asks If
being successful is that simple, why doesnt everybody just
model someone who already is successful?
For your clients to be successful, they must be a true,
genuine, authentic and accurate representation of the
person who would be successful and not simply a copy of
someone else! In other words, your clients new Persona
should not only model the person who would be
successful.
They must in fact becomes that person!
Integrity is the moral compass of your clients new

Persona. Without integrity, their next relationship will be
susceptible to disingenuous influences such as jealousy,
distrust, apprehension and suspicion. Without integrity,
their next career move will be just another lateral change.
Without integrity, their business will not thrive. Without
integrity, they will not be able to face the demons of their
addictions. Without integrity, they will not stick to a
healthy and balanced diet or a new fitness regime.
Without integrity they will not develop a deeper
connection with their faith.
Your clients new Persona must operate from a place of
integrity. And even if the imperfections of their Persona
will occasionally cause misalignments with their perceived
identity, their integrity must always remain beyond
reproach!
Purpose & Determination
Thomas Edison once said that Success is 10% inspiration
and 90% perspiration. I believe that ultimate success is
the result of 100% determination! Achievement at its
highest level must be matched by equivalent
determination.
It takes 100% determination to make something an
absolute MUST. Determination is the opportunity cost for
achieving success! If Determination is your clients pilot
then Purpose is the co-pilot in the cockpit of their new
Persona. Purpose navigates the plane! Your clients must
be absolutely clear on their goals and objectives. They
must have a detailed flight plan.
With Determination flying their plane and Purpose

navigating their course, your clients need to check their
fuel gauge. The journey to success is never a direct flight
and your clients will have to make some detours. There
will be turbulence along the way and your clients will be
flying through a severe weather system, guaranteed!
Strong headwinds will slow them down and dense fog will
throw them off your course!
But no matter what happens during the flight, Purpose
will keep the plane on target. Determination will do the
rest!
Tell your clients to have a safe flight!
Passion
I am absolutely passionate about life & business coaching!
I never fully understood why I felt so passionate about
coaching until I read Anthony Robbins Awakening the
Giant Within. One of the key components of Mr.
Robbins remarkable insight into the human psyche is his
masterful analysis of the Six Human Needs. He
concluded that every human being, regardless of race,
beliefs, background or experience has these Six Human
Needs that determine the quality of their lives. They are:
1.
2.
3.
4.
5.
6.
certainty
uncertainty/variety
significance
love/connection
growth
contribution
If youre not familiar with Anthony Robbins, I highly

recommend that you read his books or purchase his audio
or video programs. They set the standard for modern
behavioral psychology.
My passion for coaching fulfills each one of these Six
Human Needs.
1.
I find certainty in the knowledge that I create
permanent change for my clients by altering their Persona.
2.
I find uncertainty/variety in the many challenges
my clients face and need solutions for!
3.
I find significance in being able to help my clients
achieve success.
4.
I find the feelings of love and connection through
my relationship with my clients.
5.
I achieve personal and spiritual growth through my
connection with my clients.
6.
I contribute by facilitating my clients in achieving
their goals.
I am truly blessed, humbled and grateful for the life,
purpose and mission God bestowed upon me. But of all
the triggers that make me an achiever, such as my dogged
determination, my unwavering focus on my goal and my
tenacity to succeed, it truly is my passion that makes me
feel fulfilled!
Your clients may have all the necessary qualities to
achieve success. But until they discover their true passion,
there will never be a complete sense of fulfillment.
Passion is unique to each individual. There is no formula

for creating passion. It is simply there, waiting to be
discovered! Love is our strongest emotion. Passion is our
deepest conviction. If your clients follow their dreams and
stay true to their convictions, they will eventually discover
their true passion.
Coaching Climaxes
This session should elicit several a-hah moments that are
important re-enforcements for the concepts that will be
covered.
Do your clients grasp the correlation between
confidence and success?
How does integrity align with your clients
approach to achieving RESULTS?
Are purpose and determination relevant to your
client vision for success?
What are your clients truly passionate about?
Outcome
MODULE X
Plugging into Your INFLUENCERS
Outline
Your clients will connect the dots between their
new Persona and the people who are their
INFLUENCERS. They may include a spouse or
partner, children, relatives, friends, co-workers,
employers and members of their community!
Relatives can be an enormous source of support
for your clients. But they can also be an
exasperating irritant in your clients quest for a
new beginning.
Friends come into your life for a reason, a season
or a lifetime!
Your clients new Persona must be that of a
community leader.
Objective
Your clients new Persona is now a partially developed
picture that needs to be completed by connecting the dots
that link the various relationships your clients have with
their INFLUENCERS.
Content
Connecting the Dots
One of my favorite pastimes as a child was to open up a
puzzle book and flip to the page that showed what
appeared to be a collection of randomly strewn dots over
a partly drawn picture, with each dot having an assigned
number adjacent to it. Connect the dots in their
numerical sequence 'et voil', the full picture emerges!
During this session, your clients will connect each of these

dots with their new Persona. Each dot represents a
connection between your clients and a person who is a
significant player in their life, moving forward. In other
words, an INFLUENCER! They do not include people from
the past with whom your clients have no further
association or are not a part of their Equity of the Past!
Spouse, Partner or Significant Other
For most people, their most important relationship is with
their spouse, partner or significant other.
Im quick to make a distinction here! While the

relationship with a partner may be the most important
from a pragmatic perspective, the bond between a parent
and a child is often stronger at an emotional level! But the
objective of this Signature Program is not delve into the
specifics of relationship coaching. If you are a relationship
coach, you already are an expert in making these
distinctions!
What is relevant however, is your clients new Persona. If
your clients relationship is new and still in the early stages
of development, what will be the qualities and character
traits of the person who would be successful in making
the relationship work? As a coach, you want to create a
Persona Profile for your client that is aligned with the
profile of the partner.
In other words, what would be the essential elements of
your clients Persona that must also be present in the
profile of a potential partner for a relationship to grow and
prosper?
What qualities would be advanced by the merger

of these two profiles?
Which interests are common to both profiles?
Which anomalies must be addressed?
Are the objectives of the partners of mutual
benefit and in consort with one another?
Are they socially and culturally compatible?
Are the INFLUENCERS on both sides compatible?
As a relationship coach, creating a Persona Profile for your

client that is congruent with the profile of a partner, is an
essential first step in achieving the RESULTS your client is

looking for!
Children
Raising children is a challenge at the best of times!
Raising children in this day and age can be very stressful
and, at times, overwhelming. As parents, we are often
out-of-touch with all the new developments and social
pressures that influence our children. Our society, with a
little help from some savvy marketers and retailers, has
created a sub-culture in which our kids can find
commonality.
There is no doubt that the demands on raising our
children are often in conflict with the reality of our hectic
lifestyles. We work harder to produce more while
delivering less. It is the conundrum of the age of
technology! But while our children may be more
susceptible to unwanted and often undesirable external
influences, they are still children and it is our duty as
parents and society as a whole to provide them with the
best upbringing possible.
Our role as parents is to guide our children through their
developmental stages. But each child is unique. Each
child is an individual. Each child has its own identity.
There is no mold that fits all!
A childs Persona is a reflection of its primary
INFLUENCERS. If your clients are disconnected from their
children, then now is the time to change. Their new
Persona will be that of the person who would be a
parent and a role model. This new Persona must re-
establish your clients connection with their children,

whether they are four or forty! It must mend broken
dreams and fences. Your clients reassert their presence
and lead their children with a vision for their future.
Relatives
Do you sometimes wish that you could have chosen your
relatives the way you choose your friends or
relationships? Unfortunately, when you enter into a new
relationship with a partner, their relatives are the
baggage that comes with the package!
Relatives can be an enormous source of support for your
clients. But they can also be an exasperating irritant in
your clients quest for a new beginning. They may have
well-meant advice to impart or solutions to offer, but
often times their counsel is best ignored! As INFLUENCERS
they should be respected. Just make sure that their
influence is of a limited capacity!
Friends
True friends are your clients greatest source of support.
True friends dont judge or condemn. They simply accept,
often enthusiastically. As long as your clients remain true
to their identity, true friends will believe in them! Because
thats what true friends are for!
True friends are measured by their quality. Your clients
may have dozens of acquaintances, but in times of crisis
they soon discover who their true friends are! True
friends earned the right to be part of your clients inner
circle. Your clients must re-evaluate the connections they
have with all of their friends.
Someone said that People come into your life for a

reason, a season or a lifetime. I believe that that is
especially true for friends. If they come into your life for a
reason, they will often complete their assigned mission
and then leave again when the task is completed. If they
come into your life for a season, they are usually a part of
your journey and will likely disappear once youve reached
a certain destination.
True friends often stay for a lifetime!
Employer
The influence an employer has on your clients is usually of
an economic nature. Sure, they may be friends or in some
other way have an impact, but the most direct influence is
delivered in the form of a paycheck.
Yet the relationship between employer and employee is
often strained. There is a new disease that is of such
epidemic proportions that it has infected almost six out of
every ten Americans currently in the work force. It is the
silent killer of ambition, innovation, creativity and
productivity. It is the antithesis of the American Dream.
And it is affecting a way of life for millions of people.
The disease is called job dissatisfaction and it is spreading
like a wildfire throughout our nation, in every industry and
every job sector. This malaise affects the physical,
emotional and spiritual health of those afflicted. It is a
cancer on the average income earner.
No age or income group is immune to this disease. In fact,
employees under the age of 25 express the highest level of
dissatisfaction ever recorded by surveys for that age
group. Job dissatisfaction spells serious trouble for the

overall engagement of U.S. employees and ultimately for
employee productivity. All this at a time when our Gross
Domestic Product (GDP) is under constant pressure from
oversees labor pools.
One of the great benefits of creating a new Persona is that
it can reverse this trend by changing the perception of the
job, as well as the perception of employer.
For the first stage of this transformation, your clients
perception of their job must be aligned with their
perception of the contribution the job makes to the
community or society at large. Making a contribution and
creating a benefit is a powerful emotional stimulus that
often exceeds the financial benefit of having a job. This is
a factor that is often overlooked by short-sighted
employers who can only express the value of their
business in economic terms. They totally ignore the value
of their human capital!
The second stage of this transformation occurs when your
clients try to align their job with their True Identity. Much
of job dissatisfaction stems from the misalignment of your
clients True Identity and the profile of the person who
would be successful in the performance of the job.
Sometimes this misalignment is severe and your clients
will not be able to perform the functions of their job
because it compromises their value system or violates
some core belief. If that is the case, your clients will never
find a level of satisfaction to perform the required
functions of the job and theyre better off finding new and
different employment.
But many times the profile of the person who would be

successful in the performance of the job can be aligned
with your clients new Persona when they are merged.
Aligning these two profiles to the point where they
complement each other in a positive and productive
fashion creates a unique synergy between the job and the
person performing it!
Business
Heres a question that many small business owners face
on a continual basis:
Should they work on their business, or in their business?
The answer is often vague and confusing. Most business
owners do both. In his book The E-Myth Revisited,
Michael Gerber describes the typical small business owner
as wearing three hats and often all three at the same time.
In his now famous analogy, he depicts the three personas
of the business owner as the Entrepreneur, the
Manager and the Technician. The Entrepreneur
conceptualizes the business, the Manager operates the
business and the Technician produces the product. If it
hadnt been for Sarahs Pie Shop model, wed still be
wondering which hat to wear and when!
There are two distinct but equally important levels of
connectivity that the Persona of a business owner must
bring to his shop.
First, there is the connection with the staff and
employees. Your clients new Persona must clearly define
their role as the owner/manager of their business
enterprise. The success or failure of the business

ultimately rests with them. A recession may affect the
market that your clients business serves. A competitor
may drive down your clients price point. The industry
that your client supplies to may go under.
Secondly, there is the connection with your clients
customers. Your clients must create the right Persona to
deliver their message of consumer service, customer care
and client appreciation.
And make sure that your clients new Persona wears three
hats!
Community
Your clients community is the micro-society in which they
live and work. Their community is the place where they
raise their family and where they visit their friends and
neighbors. They attend their place of worship in their
community. Their children attend school there. Its where
they play baseball in the summer and hockey in the
winter. Your clients give to their community in terms of
their involvement and the community gives back by
providing a safe and secure place for them to live.
Your clients community must also be able to create an
environment for your clients new Persona to grow and
prosper. It must be the right community for the person
who would be successful!
Your clients community is home to the Leader within.
The Leader within takes pride in his/her community and
safeguards it against potential harm. The Leader within
protects the children and the elderly that live within its
boundaries. Soccer moms are leaders when they

organize carpooling to the local Saturday game. Church
leaders participate in the Sunday picnic after service.
Business leader sponsor fundraisers for local volunteer
organizations.
Your clients community is dependent on its leaders and
the leaders depend on their community. Your clients new
Persona must be that of a community leader. When their
new Persona is in harmony with the community, both will
grow and prosper!
Goals & Objectives
Next, we will focus on connecting your clients with their
goals and objectives. I assume that your clients hired you
as their coach out of a need to achieve certain RESULTS.
If theyre still not totally clear on their goals and
objectives, there are hundreds of books and programs
that will show them how to set your goals. All these
programs work to some extent! They all use Goal Setting
Tools and lay out a timeline on achievement. Some have
workbooks and online calendars that automatically notify
your clients when they must take their next action step.
Some even have a goal tracker that measures progress!
Your clients goals and objectives are projected onto the
future and it is important to connect their new Persona
with these goals and objectives so your clients will have a
clear understanding about the direction they must take!
Coaching Climaxes
Suggested Coaching Climaxes for this session are:
Who are your clients main INFLUENCERS and what
makes them SIGNIFICANT?
How does integrity align with your clients
approach to achieving RESULTS?
What might be some of the compatibility issues
that exist between your clients and their
INFLUENCERS?
Is your clients community the right environment
to nurture and grow their new Persona?
Outcome
MODULE XI
Delivering RESULTS!
Outline
In order for your clients to succeed at achieving
their MUST goals and objectives, they must
become the person who would be successful.
That person is the Definitive Leader!
Your clients will seek out Resolute Relationships
that are eminently of benefit to them, to others
and ultimately make a contribution to the Greater
Good.
Your clients must become Intrepid Entrepreneurs.
They will not listen to the voices of doom and
gloom. They are intolerant of self-doubt! They are
fearless in the face of adversity!
Enduring friendships exist as long as the profile
created for us is matched by the profile created by
us!
Objective
Your clients new Persona is nearing completion. Soon it
will be ready to assume the role of the Definitive
Leaders, create Resolute Relationships, become an
Intrepid Entrepreneur, build Enduring Friendships and
experience Lasting Love.
Content
Definitive Leadership
Definitive Leadership originates from within and then
transcends all barriers and boundaries of physical
limitations.
Where the follower says I cannot do this, the leader asks
How can I do this? A child learns how to walk, because
it MUST! A prisoner of war survives his internment,
because he MUST! A mother protects her children,
because she MUST!
As Definitive Leaders, your clients will maintain their faith,
hold on to their values and stay true to their principles because they MUST!
No matter the odds, if it is a MUST, your clients will
achieve the RESULTS they hired you for! But first they
must become a Definitive Leader!
We all have inherent leadership qualities but not all
leadership is equally developed! The standard convention
by which our society defines leadership makes it virtually
impossible for the majority to achieve leadership status.
Definitive Leaders takes charge and are in control of their
lives! The Definitive Leader does not shirk his
responsibilities! Never! Not to his family and friends. Not
to his country. Not to his peers. Not to his work. Not to
his faith and his convictions. Never!
The Definitive Leader does not abdicate his role as leader.

Ever! Not as a parent. Not as a caregiver. Not as a
citizen. Not as a worker.
This is not my job! is the excuse of a follower!
This is my responsibility! is the creed of the Definitive
Leader.
The Definitive Leader leads by example. Always! She is a
role model for her children. She is an inspiration to her
co-workers. She is a hands-on leader who will do
whatever it takes. She does not shy away from menial
tasks for she understands that everything in the Universe
has purpose and in some way contributes to the Greater
Good.
The Definitive Leader always has a reason for doing things
and never an excuse for neglecting anything. Ever! She is
an active participant in her community. She picks up the
slack when someone lags behind. She is focused on the
task at hand. She has a vision for the future. She takes
charge whenever there is a void. She takes control
whenever there is a vacuum.
The Definitive Leader is committed to his purpose and he
lives by his commitments. Always! His word is his bond
and his actions always validate his word. He is committed
to his family. His is committed as a provider and a
protector. He is committed to his work or business. He is
committed to achieving his personal goals and the goals
which are entrusted to him by his employer. And he is
committed to his faith.
The Definitive Leader is disciplined and follows through.

Always! He has an internal taskmaster to keep him on
track and on time. His vision is also his compass. He is
beholden to no one, but respectful of all!
Whatever purpose, goal or objective your clients new
Persona is entrusted with, IT will achieve success by
becoming the person who would be successful. Once
your clients are perceived, defined and characterized as a
Definitive Leader, they will have become that person!
Resolute Relationships
No man is an island!
Your clients will look for support groups within their
community. They will reach out to those who can advance
their cause and who will benefit from their achievements.
They will seek guidance and advice from those who have a
genuine and altruistic desire to help. They will seek
counsel from those who are in a position to impart
counsel. With their new Persona, your clients will be able
to create meaningful and powerful relationships.
Resolute Relationships!
As human beings, we all seek a connection. It is part of
our social makeup. Even those who proclaim to be loners
and lead a reclusive lifestyle rely on society to safeguard
their ascetic existence. True relationships are built on
trust and respect. They have reciprocity of value. They
provide a safe harbor for those who seek emotional
shelter. They provide comfort to those in need. They give
direction to those who are lost. They give hope, when

hope is gone!
Resolute Relationships are true relationships!
At the core of any relationship is the strength of our ties to
those with whom we seek a connection. For most of us
that is our immediate family. There is no greater source
for love and connection than the one emanating from our
own family. Our family values are a sacred trust. They
must be upheld and protected. Especially against those
who claim to have moral superiority and tend to judge
family values by their own self-righteous narrowmindedness.
Your clients new Persona will consider family as the #1
Resolute Relationship!
Their true friends are the next level of connection to
which your clients will feel a strong affinity. More than
any other relationship, true friends will be neutral and
non-judgmental in their acceptance of your clients new
Persona. They may be reluctant at first to embrace the
new version of your clients, but they will be prepared to
accept them regardless of their trepidations.
Your clients second Resolute Relationship is therefore
with their true friends!
Other Resolute Relationships can be forged and fostered
with co-workers, board members, country club buddies
and members of a professional association. Your clients
can have Resolute Relations with fellow worshippers. You
can have Resolute Relationships at work or at play.
Your clients must seek out the Resolute Relationships that

are eminently of benefit to them, to others and ultimately
make a contribution to the Greater Good.
Resolute Relationships strengthen the fabric of society and
bolster the resilience of your clients new Persona!
The Intrepid Entrepreneur
Is your client self-employed?
As more and more people are looking for work because
the company they were employed by is no longer in
business or the industry of which they were once a proud
participant is no longer viable in todays economy, the
ranks of the self-employed have proliferated at
exponential increments.
The dream of entrepreneurship was once the exclusive
domain of a rare breed of visionaries and risk takers. But
todays economic realities have brought the notion of free
enterprise back to Main Street, where self-employment is
often the only viable alternative to unemployment.
And from the ashes of a devastated economy rises a new
free-enterprise model: The Intrepid Entrepreneur!
Perhaps it would be more apt to describe this new breed
of self-employed unemployed as reluctant entrepreneurs.
After all, they were forced out of their comfort zone and
tossed into the unfamiliar world of free-enterprise where
survival of the fittest is the mantra of the day!
Many a reluctant entrepreneur has also become the victim

of a new type of predator; the infomercial promoters and
online marketing gurus! These snake oil salesmen have
the secret to entrepreneurial wealth and its yours to
have for three equal payments of $79.95. Risk free and
with all the templates needed to make you an instant
money machine! No experience required! After all, the
guru who is preaching this stuff was broke and on the
street less than two years ago, but now lives in a villa
overlooking South Point Beach! And now you too can live
the American dream, as long as you have a valid credit
card with room to spare!
Your clients new Persona will be anything but reluctant!
If fact, it should be downright tenacious! IT will not
listen to the voices of doom and gloom. IT is intolerant
of self-doubt! IT is fearless in the face of adversity.
Your clients new Persona is an intrepid entrepreneur!
Enduring Friendships
With their new Persona in place, your clients will choose
new friends and lose some old friends in the process. Its
all a part of their evolutionary path to RESULTS! Friends
will come into their life for a reason, a season or a lifetime.
But friendships are never unconditional! We create a
perceived identity for every human being we ever come
into contact with, based on our perception of that person.
The more we care about another person, the more
detailed will be our perception of that person. Our
friendship for a person is strengthened as long as our
perception of that person matches or exceeds the

friendship we created.
A perceived identity is always fluid and will change over
time. We usually adjust the perception we create about
someone to match any changes they make to their
Persona. The closer we are to a person, the more apt we
become at aligning our Persona with the perceptions we
create about them.
But there may come a time when the image we created
about a person can no longer be stretched any further! If
the image we created gets stretched too far, the image
will become distorted, warped or fragmented!
And thats when friendship will become conditional!
Enduring friendships exist as long as the profile created for
us is matched by the profile created by us! ! When that
happens, you will enjoy an enduring friendship.
Lasting Love
Lasting love may be the epiphany of romantic poets, but
for many people the concept of lasting love is a failed
experiment from the past. As cynical as that may sound, it
is the harsh reality for many unsuccessful relationships
and indicative of our staggering divorce rate. Any
amelioration of these statistics is simply an exercise in
living in denial.
If failure is the greatest pain known to man, then failed
love is a double whammy! If you were once truly in love
and all of a sudden found yourself suddenly single
through circumstances beyond your control, youll know

what that pain feels like! Is it any wonder that so many
suddenly singles are choosing a life without a partner,
rather than risking the possibility of future abandonment?
In order to create lasting love, we must understand the
dynamics of a relationship at its core. Love is the most
powerful emotion known to man. Love can ignite at a
moments notice. A casual smile. A flirtatious wink. A
passionate kiss.
Love can also develop over time. Lasting love often takes
a long time to mature. When we first experience that
burst of passion which usually accompanies falling in
love, we create a profile for the subject of our attraction.
If that profile is aligned with our own Persona, we have
chemistry! If, on the other hand, that profile is in conflict
with our own Persona, we have the potential for disaster!
We can try to modify our Persona Profile to create a better
match or we can arrogantly assume that we can change
the person who has become our love interest. Good luck
on both fronts. Marriage counselors and divorce lawyers
just love people who think that way!
For lasting love to occur, two fundamentals must be in
play:
1. The profile of your clients love interest matches that of
their own Persona. They must both qualify as the person
who would be successful at creating lasting love.
2. Both Personas merge together for a lasting future. The
power of lasting love is in the sum of two compatible
Personas.
Coaching Climaxes
Suggested Coaching Climaxes for this session are:
Did the client experience a break-through moment
when the person who would be successful was
identified as the Definitive Leader?
Was the client able to create a distinction between
relationships and Resolute Relationships?
The Intrepid Entrepreneur is fearless in the face of
adversity. Did this, and other qualities of the
Intrepid Entrepreneur resonate with your client?
Was there an a-hah moment, when your client
realized that not all of his/her current friend or
acquaintances will be a good fit for their new
Persona?
Outcome
MODULE XII
The Person Who Would Be Successful!
Objective
Over the past 12 weeks, your clients have created a
perceived identity and a Persona that is based on the
profile of the person who would be successful! Now its
time to create the perceptions that your clients desire and
deliver the RESULTS that they hired you for! Theyve
already created the perception of these RESULTS. All they
need to do now is make the perception of these RESULTS
their personal reality! Lets bring it home!
Content
Its time to congratulate your clients on achieving a major
milestone! Their new Persona is complete and they are
now ready to take on the identity of the person who
would be successful! And with the completion of their
new Persona, they have now become that person!
The personal and professional transformations that your

clients experienced over these past 12 weeks have been
amazing!
They have:
Changed their perceived identity that was responsible
for the situation they were in at the beginning of this
program!
Broken the Cycle of Identity and created the identity
they desire!
Re-visited the Restore Point from where they can
follow a different path to their Desired Outcome.
Taken control over the way in which they are perceived
by developing a new Persona. This new Persona contains
the blueprint (profile) of the person who would be
successful. This is the person your client has become!
Learned how to measure their RESULTS by aligning them
with their new Persona. Results that can't be measured
can't be managed!
Learned how to communicate their message to their
INFLUENCERS.
Developed a Code of Conduct for their new Persona.
Established or renewed relationships with all their
INFLUENCERS.
If your clients are looking to attract the right partner to
build an ideal relationship with, they can align their new
Persona with the profile of the person who would be
successful in building such a relationship.
By aligning their new Persona with the 7 elements of the
profile for the person who would be successful, they can:
Assimilate the emotional patterns, such as:

o Love
o Affection
o Respect
o Trust
Assimilate the behavioral patterns, such as:
o Manners
o Etiquette
o Attire
o Personal hygiene
Assimilate the sociological patterns, such as:
o Ability to interact
o Being part of a community
o Social values
o Shared objectives
Assimilate the linguistic patterns, such as:
o Conversation
o Communication
o Using proper language skills
o Self-expression
Assimilate the environmental influences, such as:
o Alkaline (positive) influences
o Acidic (negative) influences
o Toxic (destructive) influences
Assimilate psychological characteristics, such as:
o Control (Responsibility, self-esteem, etc.)
o Influence (Trust, Respect, Motivation, etc.)
o Contribution (Attitude, Accountability, etc.)
o Growth (Vision, Personal Development, etc.)
Assimilate physiological characteristics, such as:
o Deportment
o Energy
o Lifestyle
o Awareness
If your clients are looking to land that dream job or

promotion, they can align their new Persona with the
profile of the person who would be successful in career
building. By aligning their new Persona with the 7
elements of the profile for the person who would be
successful, they can:
Assimilate the emotional patterns, such as:
o Sociable
o Stable
o Adaptable
o Curiosity
Assimilate the behavioral patterns, such as:
o Performance
o Attitude
o Personality
o Interpersonal relationships
Assimilate the sociological patterns, such as:
o Adapting corporate philosophy
o Being part of a team
o Corporate values
o Company objectives
Assimilate the linguistic patterns, such as:
o Interview skills
o Familiarity with job related nomenclature
o Self-expression
Assimilate the environmental influences, such as:
o Alkaline (positive) influences
o Acidic (negative) influences
o Toxic (destructive) influences
Assimilate psychological characteristics, such as:
o Control (Responsibility, self-esteem, etc.)
o Influence (Trust, Respect, Motivation, etc.)
o Contribution (Attitude, Accountability, etc.)
o Growth (Vision, Personal Development, etc.)
Assimilate physiological characteristics, such as:

o Deportment
o Energy
o Lifestyle
o Awareness
These are just two samples of how your clients new

Persona can assimilate the characteristics of the person
who would be successful.
At this point, you should shift your coaching focus away
from niche-specific content and focus instead on any
client-specific issues that have arisen as a result of this 12
week program.
Review the Coaching Climaxes that your clients have
experienced over these last 12 weeks! This will re-inforce
their perception of the value you delivered and how this
value can be measured by the RESULTS your clients will
achieve with your ongoing coaching programs.
And finally, complete your coaching timeline with the
markers that will identify the milestones they achieved
along the way!
Whats Next?
PART IV
WHATS NEXT?
Whats Next?
Whats Next?
I sincerely wish that this book has inspired you to take

your life or business coaching to the next level. If you truly
want to make a difference as a coach, you need to be
perceived as a Results Coach! This book has laid the
foundation for your new brand as a Results Coach and you
will soon have the confidence and the ability to start
charging high-end coaching fees!
But creating the perception of a Results Coach is just the
beginning! Your next step is to solidify your status as a
Results Coach by applying Results Coach Mastery to all
your coaching strategies. Results Coach Mastery is a
program that has been three years in the making and is
the result of combining my years of experience as an
author, speaker, coach and consultant with the application
of the techniques and strategies that are found in my book
by the same title. Results Coach Mastery will raise your
profile as a life or business coach and will elevate your
status to that of a Results Coach!
Gone are the days of you offering free coaching sessions

to unmotivated or wary prospects. No more selling your
Whats Next?
coaching services to people who dont want to buy from

you! Forget about cold calling or distributing flyers in the
neighborhood coffee shops. Stop discounting your
coaching services or work for minimum coaching fees. Its
time for you to live the lifestyle most other coaches can
only dream about. Break free from the traditional
coaching pack! Become a member of an elite coaching
fraternity of Results Coaches!
With Results Coach Mastery, you will set yourself apart
from the thousands of struggling coaches who are always
looking to fill their coaching practice and earn just enough
money to make it through another month! Now you can
be confident and secure in the knowledge that you can
coach through any problem, help create any solution and
achieve any Desired Outcome! Your coaching career and
your lifestyle are about to change . . . . forever!
Results Coach Mastery is a powerful and in-depth training
program exclusively created for Life and Business Coaches.
It is a unique and proprietary coaching method that
delivers desired results and is based on sound coaching
principles that are proven successful in the real world! Not
just in theory, but in measurable results.
With Results Coach Mastery youll discover what it takes
to become a highly paid and sought-after Results Coach!
Results Coach Mastery is your formula for becoming a
Results Coach, if . . .
You are ready to explode your coaching practice!

Your coaching practice is stuck in neutral!
You are still using the traditional and outdated
coaching methods from yesterday!
Whats Next?
You lack the confidence you need to be an effective

coach!
You are ready to start a rewarding coaching career
that is outside-the-box!
You would like to develop a coaching practice that is
100% unique and authentic!
You are prepared to break from the coaching pack
and never look back!
You are ready to become a Results Coach and charge
You want to become the envy of other coaches and
live the lifestyle they can only dream about!
Whether youre a seasoned life/business coach or a brand

new coach just starting out, Results Coach Mastery will
catapult your coaching practice over the heads of your
competition!
With Results Coach Mastery, you will take on any

coaching issue!
With Results Coach Mastery, you will create a
strategy for success for your clients!
With Results Coach Mastery, you will help your
clients face any challenges!
Results Coach Mastery is a unique and proprietary

method of life and business coaching that is
coaching model.
With Results Coach Mastery, you will gain the knowledge
and confidence required to position yourself as a Results
Coach!
Whats Next?
Results Coach Mastery is a 50 Day program and is

presented in 30 Video Training Modules that are
approximately 20 minutes each.
Heres what is included in Results Coach Mastery:
1. A comprehensive Video Training Program, which
includes:
30 powerful Video Training Modules, where I
personally teach you in simple and straightforward
language how to become a Results Coach by using
techniques and strategies found in my proprietary
Signature Program Change Your Perception,
Change Yourself!
Each Training Module contains a part of the
equation to create Results Coach Mastery.
Each part of the equation builds on the previous
Module until Results Coach Mastery is complete!
Every day youll feel more confident as you
transition to a true Results Coach!
2. The Results Coach Mastery (RCM) Lecture Notes.
With every Module of Results Coach Mastery, you will
receive:
A workbook installment in an easy-to-follow
format.
Each installment is approximately 10 pages long.
Each installment contains Action Steps toward
becoming a Results Coach!
Each Action Step has a short, but powerful
assignment at the end.
Each assignment takes about 20 minutes to
complete!
Whats Next?
Results Coach Mastery is a complete done-for-you

coaching system, including:
Detailed instruction on how to use RCM in your
coaching practice.
Formulas on how to determine your coaching fees
Checklists of all the elements you need to put into
place to build your coaching practice.
References to supplementary training programs.
Samples of coaching strategies in a simple step-bystep format Case Studies of how Results Coach
Mastery benefitted other clients
Simple strategies to create the RESULTS your
clients are looking for.
Tips to make your transition to a Results Coach
smooth and simple.
Here are some of the topics we will cover in Results Coach
Mastery:
Week #1 - You will change your perception of coaching
and begin to create the perception of a Results Coach!
Youll also learn how to structure your Introductory
Coaching Session (ICS) and draft a compelling Coaching
Proposal.
Week #2 - You will develop a deeper understanding of
your clients Desired Outcome. You will learn how to
measure the VALUE of achieving a Desired Outcome and
the COST of not achieving it! And well wrap up Week #2
by creating a Coaching Timeline.
Week #3 - Youll determine and justify your high-end
coaching fees! Were also going to dissect the clauses in
your Coaching Agreement.
Whats Next?
Week #4 - You are going to create your own unique,

authentic and proprietary Signature Program. This is how
you will position yourself as a Results Coach in your niche!
Week #5 - Youre going to lift the Seven Veils of Success.
With the removal of each veil, youll discover your clients
innermost secrets and uttermost fears. This is how youll
discover your clients true motivation for wanting to
achieve a Desired Outcome. I will teach you the 49 Power
Questions that every coach needs to ask their clients. And
I will show you how to create a Restore Point from
where you must take your clients to their Desired
Outcome. We finish of this week with my exclusive and
proprietary technique on achieving Coaching Climaxes.
Week #5 will be very revealing!
Week #6 - Youll learn how to structure your Coaching
Practice.
Week #7 - Youll learn how to market your Coaching
Practice, create valuable content and build your Coaching
Brand!
With Results Coach Mastery you will become a Results
Coach with the following distinctions:
You will part of an exclusive and elite group of coaches
who are experts in the Art of Coaching!
You will have access to a unique and proprietary
method of Life and Business Coaching that is
coaching model.
You can market your UCP (Unique Coaching
Proposition) by distinguishing yourself from any other
type of life or business coaching that is currently
Whats Next?
available. This will give you a strategic advantage over

any other 'traditional' coach!
Your coaching style will always be true, genuine,
results-driven and goal-oriented!
Results Coach Mastery has been more than three years in

the making and for a limited time youll have an
opportunity to sign up for the program at a special
introductory price. The skills and expertise youll gain
from Results Coach Mastery could easily triple or
quadruple your current coaching fees.
Coaching is an amazing profession and I am truly grateful
for having been given the opportunity to be a part of your
personal journey!
I would really appreciate hearing from you!
Tell me about your coaching journey!
Tell me about your successes and your challenges!
Tell me how I can help you!
Im only an email away!
May I wish you success, joy and prosperity in your quest to
be a Results Coach and help those whose lives you are
about to touch in a profound and impactful way!
Whats Next?
About the Author

Allan N. Mulholland was at odds
with his world for much of his life!
He became recalcitrant at an early
age. He was always ready to
challenge authority and found a
way to do so with impunity! When
he learned that he had a knack for
writing, he discovered that the
pen is mightier than the sword!
I consider myself a man of reason. I am a liberal conservative
who tries to balance social conscience with fiscal prudence.
One thing our world can do without is wingnuts, whether
they be right wing or left wing! I have zero tolerance for
fanatics, fakes, false prophets and fundamentalists. ~ Allan N.
Mulholland
Born and raised in Holland, Allan performed poorly in high
school. He was bored! Faced with the prospect of failing
school, he convinced his parents to send him to Canada in 1965,
where he completed high school and went on to get a degree in
Urban Land Economics from the University of British Columbia.
At age 25, Allan began a turbulent career in Real Estate. While
successful financially, he found little satisfaction in working as a
realtor. He needed an outlet for his creativity and he became
bored with selling houses.
After 6 years, Allan switched to commercial real estate and
specialized in retail leasing. Soon he became a highly successful
lease negotiator and an expert in contract law. He became a
Director of Operations for a major real estate firm and was
Whats Next?
responsible for 10 regional shopping centers in Western

Canada. But while real estate was a career, it certainly was not
Allans passion! And as he put in the long hours and late nights
at the office, his first wife found comfort in the arms of another
man.
They divorced in 1983.
The only thing that kept Allan sane throughout this difficult
period was his passion for music and his talent for playing
guitar. He quit his corporate job and became an entertainer on
the original Love boat, cruising the waters of the Caribbean.
But after 3 months of fun and frivolity, Allan became bored
with the lifestyle and returned to Vancouver, where he did
what any self-respecting unemployed executive would do!
He printed up some business cards and became a consultant. A
Retail Leasing Consultant!
With a handful of national retail chains as corporate clients, life
was good for the next few years. But then disaster struck
again! Allan fell in love!
With his passion for everything Italian (music, food, wine and
women), Allan met a beautiful Italian signorina and they got
married in 1987. For the next 23 years, Allan and Nadia had a
volatile love/hate relationship that pitted Allans moderate
temperament against Nadias emotional outbursts. While
constantly at each others throats, they did manage to sire
three beautiful sons and to this day maintain a very strong
personal bond and friendship, in spite of their divorce in 2010.
Over the past ten years, Master Results Coach & Perception
Expert Allan N. Mulholland, aka PersonaCoach, has combined
his amazing insight into the human psyche with his unique
ability to coach, consult and counsel. He teaches coaches how
to get clients, deliver RESULTS and charge high-end coaching
Whats Next?
fees. He is the founder & president of PersonaCoach (Int'l)

LLC and the author of Clients Dont Pay for Coaching. They
Pay for RESULTS! He has helped hundreds of coaches and
clients achieve RESULTS with his signature coaching program
Change Your Perception. Change Yourself! The Perception of
Who You Are is responsible for the situation youre in today,
and by changing this perception you can achieve any desired
outcome!
Allan is a popular keynote speaker and is often featured on
radio shows, live events and tele-summits. He demonstrates in
simple and straightforward language the true value and benefit
of 'Change Your Perception, Change Yourself' as it relates to
relationships, career & business, wealth management, health &
wellness, personal development and spiritual growth. His
presentations are motivating, inspiring, thought-provoking,
energizing and entertaining and he captivates his audience from
start to finish.
He is also an accomplished lead guitarist and he opens many of
his keynote presentations with an electrifying 'pop' rendition of
Bach's Toccata that is guaranteed to get any audience 'off their
seat and on their feet'!
Today Allan resides in West Vancouver, Canada and loves to go
for long daily walks. He has found his soul mate and finally
feels aligned with his world!
You can contact Allan at coach@personacoach.com

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Allan, you nailed it.

There is certainly an art to creating

Allan's point is 1500% right! People are looking for a

Thanks Allan! I think this is great advice for all coaches,

I want to say thanks to Allan for providing us with such

Allans approach is incredibly professional. My experience

Clients Dont Pay for Coaching.

Negativity is the result of a failed Past.

Clients Dont Pay for Coaching.

Copyright by Allan N. Mulholland

This book is dedicated to my mom.

The Person Who Would Be Successful!

Whether her consultations were spiritually inspired or

my moms ability to help people deal with their problems

My mother always knew the secret of coaching. By

Clients Dont Pay for Coaching.

Clients Dont Pay for Coaching. They Pay for RESULTS!

A Reality Check You Can Take to the Bank!

Are you the kind of coach who is thoughtprovoking?

Clients Dont Pay for Coaching. They Pay for RESULTS!

If this is your elevator speech, your coaching practice is

Clients Dont Pay for Coaching. They Pay for RESULTS!

A clients hires a coach to facilitate a specific outcome.

Every day, people engage service professionals (plumbers,

Clients Dont Pay for Coaching. They Pay for RESULTS!

Service professionals are paid for the results they deliver!

Clients Dont Pay for Coaching. They Pay for RESULTS!

accomplish a new goal, the role of the coach is that of

Clients Dont Pay for Coaching. They Pay for RESULTS!

Clients Dont Pay for Coaching. They Pay for RESULTS!

Or to put it in another way, the students expectation is

Clients Dont Pay for Coaching. They Pay for RESULTS!

Example #2 Relationship Coaching

Clients Dont Pay for Coaching. They Pay for RESULTS!

The perception of the results that you deliver as a coach

Clients Dont Pay for Coaching. They Pay for RESULTS!

Lets Begin with the End in Mind!

"The credit card that is most often in default is

Clients Dont Pay for Coaching. They Pay for RESULTS!

2. Show you how to create tangible RESULTS for your

Clients Dont Pay for Coaching. They Pay for RESULTS!

Your real problem is that youre not properly trained to

Your clients dont care about your credentials,

There are only two things that matter to your clients:

Clients Dont Pay for Coaching. They Pay for RESULTS!

Clients Dont Pay for Coaching. They Pay for RESULTS!

We all want to be successful! As a life or business coach,

A Results Coach can create life altering and

Clients Dont Pay for Coaching. They Pay for RESULTS!

As a Results Coach, you will have a unique and powerful

A Results Coach can identify the problem that a client

A Results Coach can help a client achieve a specific

Clients Dont Pay for Coaching. They Pay for RESULTS!

A Results Coach does not need to start from scratch

A Results Coach sees the client's problem or goal

A Results Coach does not need to be an expert in the

Clients Dont Pay for Coaching. They Pay for RESULTS!

A Results Coach has the strength, energy and

A Results Coach thinks critically and will not shy away

Clients Dont Pay for Coaching. They Pay for RESULTS!

to the client's personal beliefs, especially when these

A Results Coach sees the big picture, not just the

A Results Coach looks for solutions to problems and