How To Become A Business Coach v7

HOW TO BECOME A BUSINESS COACH
A Beginners Guide to a 6-Figure Income in Business Coaching
1 Copyright BAI, Inc. All rights reserved.


How to Become a Business Coach

Published by Business Action, Inc. (d.b.a., The Coaches Coach Publishing)
2015 by Business Action, Inc.
Cover design by C. Michael Cody
Printed in the United States of America
ALL RIGHTS RESERVED

No part of this publication may be reproduced, stored in a retrieval system, or
transmitted, in any form or by any meanselectronic, mechanical, photocopying,
recording, or otherwisewithout prior written permission.
For Information:
Business Action, Inc. info@mycoachescoach.com

DEDICATION
Do not grow weary in well doing, for in due season
you will reap a harvest if you do not give up.
Galatians 6:9
To my amazing wife Deborah for her boundless faith in me. To my family for their love
and their amazing ability to keep me grounded in what matters most to me in this world.
To my God who has so richly blessed me beyond measure in more ways than I can even
comprehend.
To my peers, partners, mentors, and competitors. Thank you for drawing out the best in me
and pushing me to be my absolute best. Iron sharpens iron. I pray my presence is pushing
you to play at your peak. The word compete comes from the Latin root comprare which
literally means to strive with and I have learned so much from striving with each of you in
this race to make a difference in the world.
To the reader, for having the moxie to take on the rewarding but challenging world of
Business Coaching. As youll discover in this book it is completely possible to build the
business and life youve always dreamed was possible in this industry. I believe in your
ability to achieve greatness as a business coach the only question is...
Will you believe in yourself enough to pay the price for greatness in this business?
I cant wait to see your results!

Table of Contents
DEDICATION 4 SECTION 3 47
MARKETING & SALES
INTRODUCTION 6 Chapter 13 48
Chapter 14 50
SECTION 1 10 Chapter 15 52
ALL ABOUT BUSINESS Chapter 16 62
COACHING Chapter 17 67
Chapter 18 74
Chapter 1 11
Chapter 2 13
Chapter 3 15
SECTION 4 80
COACHING CLIENTS
Chapter 4 18
Chapter 5 27 Chapter 19 81
Chapter 20 83
SECTION 2 29 Chapter 21 92
HOW TO BECOME A
BUSINESS COACH SECTION 5 94
BUILDING THE BUSINESS
Chapter 6 30
Chapter 7 32 Chapter 22 96
Chapter 8 34 Coaching for Coaches 103
Chapter 9 36
Chapter 10 41
Chapter 11 43
Chapter 12 45

Introduction
The Booming Business Coaching Industry
Welcome!
I cant tell you how thrilled I am youve decided to join me on this journey.
Its true what they say: the business coaching industry is EXPLODING. Over the past 10
years, its blossomed from relative obscurity to a huge $2.5 Billion industry -- and growing
at a staggering rate of 25% each year!
That means tens of thousands of powerful, proactive business coaches will be positioning
themselves for 6- and 7-figures incomes over the next few months and years.
Will you be one of them?
Thats what this e-book is all about.
My name is Eric Dombach, an internationally-acclaimed Master Coach. I call myself that

because I grew my business coaching practice from $0-$1 Million in just 4 short years.
During that time, I coached dozens of entrepreneurs and business owners, helping them
generate millions in increased revenue...save countless hours, hassles, and headaches in
their businesses...and put themselves in position for long-term growth and success.
At the same time, I generated over $1.5 Million in PERSONAL TAKE-HOME WEALTH
(this
does NOT include the additional $1 Million I made when I sold the business -- nor the
hundreds of thousands of dollars my associate coaches generated for themselves each year).
Now dont get me wrong. That was THRILLING.

But I wasnt done yet.
Because in 2005, I sold my business coaching practice for a cool million. As you might
expect, I took a couple months off after that :-) ... and then turned my attention to coaching
coaches.
I began to show hundreds of them, step-by-step, the EXACT strategies and processes I used
to build my own million-dollar coaching practice.
And you know what?
It worked.
My students have consistently been top performers, easily earning 6- and 7-figures in their
first MONTHS in practice.
Like Kelli Hoskins, who reached $12,000 per month in just 10 months of starting her
coaching business--and got up to $25,000 in just 20 months! Shes still billing this amount
herself and now has brought on a couple coaches of her own to help consume the demand
shes created in her marketplace!
Or Alan Sartain, who grew his firm 330.7% in 36 months and now consistently banks over
$20,000 a month.
Or what about Rudi and Fiona Jansen, a pair of British business coaches who doubled their
revenue in just 2 months--and more than QUADRUPLED their lead flow from 8 to 41! Now
theyre bringing in over 15,000 every month...and are adding associate coaches.
Over the past decade, Ive helped dozens of people unlock the secrets to financial security:
myself, my business partners, my associate coaches, my small business clients, and my
coaching clients.
But it wasnt always that way.
In fact, I started out as a struggling associate pastor making a meager salary of just $30,000
a year -- with NO professional experience, NO contacts, and NO idea how to make it work.

But then I found the business coaching industry.
And step-by-step and moment-by-moment, I discovered the secret to success in the business
of business coaching.
Now, I want to share my story.
I want to show you EXACTLY what I did to beat my financial demons, conquer my fear, and
build the life my family and I have always dreamed of.
And along the way, youll learn the precise process I underwent to change my financial
fortune.
So stay tuned. This is a ride youll never forget...
Im going to share with you how an inexperienced, 31-year-old pastor made his first million
as a business coach -- and how you can do it, too.
The first section will teach you everything you need to know about business coaching -- what
it is, how it works, and the incredible income potential for people who do it successfully.
Since this is the first section, let me instruct you carefully on how to go through this book.
First, I recommend that you read through the entire book quickly to get a comprehensive
overview. If you can do it in one sitting, thats ideal.
Then, go back to the beginning and start again, this time taking it chapter by chapter, one
step at a time.
At the end of many of the chapters, Ive included assignments. COMPLETE THEM ALL in
the order outlined. When you do exactly what I tell you, exactly how I tell you to do it, your
chance of success will skyrocket.

Thats because this process isnt mysterious; its scientific and replicable. So do your best to
duplicate it, and youll be WELL ahead of the rest of the players in the field.
Now, on to chapter one! Enjoy!
To your success,
Eric Dombach
The Coaches Coach
Founder
IMPORTANT RESOURCE:
COMPLIMENTARY COACHING SESSION
Heres an incredible resource just for How to Become a Business Coach readers.
As you read this book, jot down any questions, comments, or concerns you have.
Then, contact The Coaches Coach directly for a FREE Coaching Session to get
them answered. Either I or one of my certified Coaches Coaches will personally
spend 30 minutes on the phone with you, doing everything in our power to help
you become the most successful business coach you can be!
When youre ready for your CCS, just go here:

http://www.MyCoachesCoach.com/free-session

Section 1
All About Business Coaching
So far, Ive talked about the business coaching

opportunity in general. Now its time to explore the
nitty-gritty details of becoming a business coach.
Each chapter in this section is your next step in
setting up your own business coaching firm.

Chapter 1
My Story: How I Went from a Full-time Pastor
to a Millionaire Master Business Coach
My career began simply enough.
Back in the 1990s, I was a 31-year-old pastor in a small congregation in Pennsylvania,

pulling in a meager $30,000 a year running a ministry to teenagers.
My volunteer team and I got a vision to build a state-of-the-art teen center. After a year of
research, we opened a test version of the teen center in an old burlap bag-factory. It had a
computer lab, coffee bar, pizza kitchen, workout room, dance club, video game room, and
more.
The kids loved it and soon we

began to see a real difference in our
gang-influenced inner city. We had
hundreds of teens participating, 5
churches providing mentoring...and
kids lives were being permanently
changed.
It wasnt long before we realized

we could do more for these kids if
we moved out of that raggedy little
space into a real, state-of-the-art MY LOVELY FAMILY AND I
facility. So we met with the Mayor of
our city, got an architect, a project manager, and a contractor. We got city approvals, did
fundraisers, and eventually raised several hundred thousand dollars.
But eventually our fundraising stalled out. We didnt have the connections, the resources,
and the business savvy to pull it off. I was in my 20s and had a lot of enthusiasm, but I
realized that to create the kind of massive impact I was aiming for with my life, I needed to
learn about business and money.

So in 2001, I started looking for a career in business that would help me learn how to make
money and raise capital. My search took me high and low: I considered real estate, network
marketing, internet businesses, and retail.
Then I stumbled upon an incredible niche Id never even heard of before:
Business coaching.
As soon as I heard about it, I just knew it was for me. I loved the idea of working with
business owners and entrepreneurs to grow their businesses and improve their quality
of life for their employees and families. It fit perfectly with my zeal for business and my
pastoral gifts.
Even though I had very little professional or entrepreneurial experience, I knew I had a lot
to offer. I was good at leadership development, training, communication, team building,
and personal counseling.
I guess theres something about teaching and working with people that has always been part
of who I am.
A web-site search for business consulting franchises led me to a prominent business

coaching franchise and just six months later I was a new franchisee.
I contributed $9,000 -- my last and ONLY bit of money -- to a pool of start-up capital with a
business partner...and off we went.
It took a few months, but eventually I made my first major breakthrough. Thats when I
knew, I was well on my way to an incredible lifestyle in business coaching...

Chapter 2
The Business Coaching Lifestyle
Before I get into explaining what business coaching is, I want to talk a little bit more about
why you should even bother considering business coaching as your career path.
I think it can be summed up in one simple sentence:
Business coaching is an incredible lifestyle business.
You see, as a business coach, you control your own time and destiny.
Im not aware of any other business that allows you to work from home or from the road,
raking in huge hourly rates -- Im talking about $500 to $750 -- just for knowing stuff. Youre
making more than high-powered attorneys...with more flexibility, and without the costs and
hassles of law school!
Business coaching allows you to give generously to your favorite causes and charities... take
your family on vacation...get season ticket floor seats to your favorite sports team...and have
the time to enjoy it.
You can have the house, the car, the lifestyle that youve always dreamed about -- and you
can have it fast.
In 2004, my third year as a business coach, I pulled in over $400,000 -- AND TOOK 8 weeks
off. I was cash rich and time rich, too.
So if theres one piece of advice I could give you as we begin this journey together, its this:
Hold on to your dreams. Pursue them passionately. Because the COMMON THREAD Ive
seen running through the lives of all the successful people I know is that they have a reason
for doing what they do -- a deeply personal, intensely powerful reason.

Keep your reason in the forefront of your mind, and you WILL achieve it.
Its just the way the world works.
ASSIGNMENT:
Write a few paragraphs about WHY youre doing this. Include pictures. Then print it
out and put it someplace where you can see it every day. It might sound corny, but I
assure you...when you know what youre working for, youll work smarter and harder.
INCREDIBLE RESOURCE: VISION BOOK TEMPLATE
Do you want the exact template I use to create my goals? Its called a Vision Book,
and it allows me to see at a glance everything Im working for. Go here to access your
own Vision Book template for FREE! http://www.mycoachescoach.com/downloads
Take some time to do it NOW, before moving on to the next section.

Chapter 3
What is Business Coaching?
Now that you know why you want this, lets get into the nuts and bolts of business coaching.
Simply put, business coaching is the process of helping small-to-medium sized businesses
increase their profits and improve their quality of life by educating them and guiding
them through a process that increases their sales and cuts costs.
Typically, you meet with your coaching clients each week for 30 to 60 minutes. Most of the
coaching sessions are held on the phone, some in person. During your time with clients,
heres what you provide
Awareness. Your first job is to help your clients become aware of the roadblocks
and obstacles adversely affecting their businesses. You do this by digging into their
businesses to diagnose the issues, and then clearly communicating where theyre
falling short. After all, recognizing and understanding the problem is the first step to
correcting it. (Dont worry, Chapter 16 will show you exactly how to do this.)
Education. Next, you guide them to the educational resources they need to overcome
their challenges. Many business owners lack any kind of real business training so you
teach them these essential skills using tools, knowledge, strategies, and assignments.
(Chapter 20 shows you where to find the training you need to provide this for your
clients.)
Accountability. In order to make sure your clients actually implement what you
share with them, you hold them accountable. You provide feedback to make sure
theyre doing the work correctly. You stay positive and affirming to ensure they follow
through on their objectives. Accountability is one of the most important aspects of
coaching, and believe it or not, theyll thank you for it.

This ongoing process of awareness, education, and accountability is the heart and soul of
business coaching. Its NOT about cheerleading and pep talks (though that is a small part of
it). Its about equipping your clients with the information and confidence they need to make
drastic improvements in their businesses and lifestyle.
Consulting vs. Coaching

Now before I go on, a quick caveat. Many new business coaches confuse business coaching
with business consulting.
They are NOT the same.
And believe me, coaching is the far better gig.
Consultants work for entrepreneurs, subordinating themselves to the will of the business
owner.
Theyre NOT equals -- theyre employees by another name.
They base their work on hourly rates and deliverables, NOT value, NOT results.
Compare that to the world of sports.
In sports, a coach recruits players, teaches them the game, puts them through the drills,
prepares the game plan, shouts instructions from the sidelines, and keeps everyone
motivated -- through thick and thin.
A coach is an equal -- even more than an equal -- a valued teacher, mentor, motivator,
educator.
Theres a crucial distinction here I hope you havent missed:
A coach would NEVER jump into the game and start playing alongside the players.
You do that, and suddenly youre not a coach anymore.

Heres why it makes such an incredible difference: the typical business coach has 10 to 15
clients, billing for $1,500-$3,500 each month...usually with a time investment of less than 2
hours per client per week.
Thats $10,000-$45,000 in monthly cash flow for 20 to 30 hours of client work per week.
But youll never generate that kind of cash flow as a consultant. Not by a long-shot. Thats
because deliverables and projects and hourly rates, however well-done, just dont have the
perceived high value of pure expert mentoring.
Real business coaches understand that trading time for money is industrial age thinking --
an outdated form of business management that leads to over-servicing and under-delivering.
In the information age, knowledge is inherently valuable -- and when its skillfully applied,
even in just minutes, it can be worth hundreds of thousands of dollars to both your clients
and you!
So positioning yourself as a true coach, NOT a consultant, is crucial to your success. And
when you do, youll have business owners forking over cash by the bucketful, singing your
praises the whole time.
Why?
Because youre getting them RESULTS.
Thats the beauty of business coaching.
And I hope youre getting pumped up just thinking about it.

Chapter 4
The Profile of a Successful Business Coach
This next chapter will help you learn the skills and qualities you need to develop in order to
be a successful business coach.
First off, you should know that I believe that many people have what it takes to become a
successful business coach.
And if you have a good system, a good Coaches Coach, determination, and a willingness to
follow directions and work hard, your chances of earning fantastic money in this business
are even better.
Still, some people just arent up for it. And thats okay.
So what does it take to be one of the successful ones?
Well, from my work recruiting and training business coaches, Ive discovered that there are
three qualities you need to develop in order to be a high-performing coach:
The Right Psychometric Profile

Sales and Marketing Skills
Knowledge in Basic Business Disciplines and Real-World Experience Managing a
Profit Center
Now, before I go any further, I want to make one thing crystal clear:
Regardless of your current level of experience, it is absolutely possible to overcome

deficiencies in any of these three areas.
In fact, it is a rare person who possesses the total package right from the start.

The truth is, success in business coaching comes just like success in anything else -- through
good old fashioned practice and experience. The purpose of this chapter is to help you
understand the skills and traits you need to acquire as you pursue excellence in business
coaching.
(Its also here for the few of you who might decide at the end of this book that business
coaching isnt for you. And thats okay, too.)
Just keep in mind that youre always a work in progress -- whether youre just starting out,
or pulling in $15,000 to $30,000 a month as a business coach.
The most successful coaches understand this fact and are ALWAYS improving
themselves. In fact, thats a primary habit of success in anything.
Got it? Good.
Then we can move on to exploring these three characteristics in greater detail
The Right Psychometric Profile

First, you need to develop the right psychometric profile. PsychoWHAT?, you might be
saying to yourself right now, but have no fear simply read on
and all will become clear.
While building my business coaching firm in Lancaster, PA in

2004, I was introduced to Flip Flippen, a brilliant psychiatrist,
entrepreneur, and business mind. Over the years, Flip has
become a dear friend and one of my most trusted mentors
and advisors. Hes the author of the New York Times and
USA Today best-selling book called The Flip Side, in which
he shares one of his most compelling messages: each of us has
personal constraints that hold us back from being all that we
can be. But we can overcome our constraints if we make ourselves accountable and choose
to learn new patterns of behavior.
Go to this link for an excerpt of the book: http://www.flipsidebook.com/excerpt.html

Flip combines his professional background as a psychotherapist

and business owner with a sophisticated set of psychometric
profiling instruments to produce dramatic changes in individuals,
corporations, educational institutions, and government entities
around the world. Flips reputation as the go-to guy for insight
into the psychology and transformation of leadership behavior is
legendary.
The Flippen Groups client base includes some of the highest

performing individuals and organizations in the world, ranging
from Fortune 500 corporations such as Microsoft and Qwest
Communications, to sports teams such as the New York Yankees. I
could go on and on, but you get the idea.
A few years ago, I worked with the Flippen Group and a well-
known business coaching franchisor to coordinate a study of the
psychological profiles of over 50 of the franchisors most prolific and
successful coaches. These coaches were making huge money -- a
truly elite group of professionals.
The findings were amazing. All 40 shared 8 personality traits, which

we determined had a profound statistical correlation to their success
as a business coach:
High Achievement Drive the drive to achieve and accomplish

great things.
High Dominance the need to lead, influence the outcome,
and make decisions.
High Competitiveness the drive to win and excel in
competitive environments.
Low Self-Critical the tendency to resist beating yourself up,
blaming yourself, or finding fault with yourself.
Low Willingness to Defer the tendency to resist the opinions
and preferences of others in favor of your own.
www.succeedinbusiness
coaching.com
High Self-Confidence the tendency to think very highly of
your own capabilities, decisions, and views.

High Critical Thinking the tendency to critique performance and behavior.

High Playful/Energetic the drive to have lots of fun!
When you read this list, you should get a pretty clear picture of the iconic coach. Youll see a
hard-charging, focused individual with an insatiable drive to come out on top by challenging
and confronting failure and mediocrity in business -- yet having loads of fun along the way.
So what does this mean for you?
The more you develop these qualities in yourself, the more successful youll be as a business
coach.
If youre reading this book right now, its because business coaching appeals to you -- and so
chances are, you can probably already see many of these qualities in yourself now. But even
if youre unsure how you stack up, I want you to keep this in mind:
Most of these traits translate to increased success in business in general, NOT JUST
coaching! So whether you choose business coaching or another opportunity entirely to
escape the rat race and find the financial freedom you crave, these are the personality traits
youll want to develop. Begin work TODAY to build these skills.
Sales and Marketing Skills

Next, youll want to develop sales and marketing skills.
Thats because, as a business coach, you never stop selling.
In fact, did you know there are 6 kinds of sales that EVERY business coach must make in
order to be successful?
Here they are:

1. Selling the prospect into talking with you on the phone.
2. Selling the prospect into meeting with you, face to face.
3. Selling the prospect into buying business coaching from you.
4. Selling your client into changing their ways so their business improves.
5. Selling your client into paying your fee for next month based on what youve helped
them achieve over the past few months.

6. Selling the client on how it will benefit them to give you a list of their friends who also
need your help.
But heres the real kicker.
Developing strong sales skills isnt just about business coaching. Its about being a successful
communicator, teacher, or leader.
In fact, Donald Trump once said, Leadership and sales are the same thing.
Obviously, as a business coach, youve got to constantly provide value, inspiration, and
accountability to your clients so that they IMPLEMENT the strategies you suggest and
continue to pay your fees.
But is it any different in any other aspect of your life?
When youre dating, you have to sell yourself to your partner...when you interview for a job,
you have to sell yourself to your boss...every day you get your kids to clean their room, or
brush their teeth, or wash the dishes, youre selling.
Youre selling when you negotiate terms with the car dealer or a mortgage lender. Youre
selling when you teach abstract ideas like math, reading, or even theology.
The fact is, if youre a human being interacting with other human beings on a daily basis,
youre selling.
Many people think that theyre either good or bad at sales. That simply isnt the case.
Sales is NOT a talent; its a skill. And like any skill, it can be acquired.
That doesnt mean some people arent naturally more comfortable in sales situations than
others. But like the personality traits, if you want to be successful in any business, sales and
marketing skills are just something you have to develop. Period.
Fortunately, this book contains some incredible resources to put you well ahead of the field
in this regard. (See Chapters 16-18.)

Knowledge of Basic Business Disciplines and Real-World Experience

Managing a Profit-Center
The third criterion is pretty intuitive. The more business knowledge and real-world
experience you have, the better youll be able to coach your clients.
Fortunately, this is the easiest of all to address. Even if you have NO experience now, any
good business coaching system will offer extensive training materials to help you augment
your education in marketing, sales, operations, finance, or what have you. In fact, my own
system, The Coaches Coach, is packed to the gills with this kind of information -- and
youre going to get an in-depth look at ALL of it in Chapter 20.
Plus, as you run your own business coaching firm, youll quickly gain real-world experience
managing a profit center -- your own! So this requirement is easily handled by virtue of
the fact that youre a business coach (and yes, I ABSOLUTELY recommend putting your
money where your mouth is and doing what you tell your clients to do as you grow your
business).
Turn Your Liabilities Into Assets

Now, a quick word of encouragement.
If youre like some people, you might have noticed a few deficiencies in your profile. You
might even be wondering if youve made the right decision to consider a foray into the
world of business coaching as a potential career.
Ultimately, only you can answer that question for yourself. I certainly dont want to give you
the impression that business coaching is a get-rich-quick kind of scheme that requires no
work (those sorts of opportunities just dont exist; sorry).
But the fact is, even if you lack experience or skills in some of the areas Ive covered here...
YOU CAN STILL DO IT.
Im living proof.
In fact, when I first started, my biggest challenge was overcoming the head trash plaguing
my daily thought life.

You know what Im talking about: that little voice in the back of your mind that keeps
whispering: you cant do this...What are you thinking?...Of course no one wants to do business
with you...You NEVER should have taken this risk...and so on.
Its debilitating.
After all, in the immortal words of Henry Ford:

Whether you think you can, or think you cant...you are right.
Success begins in one place: your own mind.
You ever see someone with sloppy, subpar results? Its because theyve got sloppy, subpar
thoughts floating around in their mind.
You ever see someone with stellar, focused, organized results? Its because theyve trained
themselves to think stellar, focused, organized thoughts first.
This isnt another pitch for fluffy, feel-good positive thinking. Vague, happy thoughts dont
get you anywhere, either.
But you simply cant get around the undeniable truth that SPECIFIC RESULTS require
SPECIFIC THOUGHTS.
Ask anyone who has ever built something of real, lasting value. Do you think they just
haphazardly threw something together and hoped for the best? Or did it take precise
planning, specific action, and focused resolve?
Did Michelangelo wake up one morning and just kinda-sorta chisel a little bit here and
there off a block of marble to create the David?
Did monkeys pounding on a typewriter produce the Complete Works of William

Shakespeare?
Then why do you think you can do the same thing in your business and be okay?
THE SINGLE MOST IMPORTANT secret to success is this...

Its not what you do...its HOW you think.
So if youre afraid you wont get the results you want, thats a dead giveaway that youre not
thinking the right kinds of thoughts.
The solution?
Turn your liabilities into assets!
Just what do I mean by that?
I mean change the way you think! Recognize that what seems to you right now to be a big
problem can actually be a BLESSING IN DISGUISE, if you view it correctly.
Below is a table I created to help eliminate negative self-talk and set myself up for success.

Why dont you do the same with your self-proclaimed liabilities? Go ahead! Do it now! Turn
your attitude around and then enjoy the incredible results!
ASSIGNMENTS:
Rate yourself on each of the personality traits, marketing/sales skills, and management
skills mentioned in this chapter. This will give you a solid picture of where you are right
now.
Turn Your Liabilities into Assets. If you notice any deficiencies, create a table like the
one above and turn them around in your mind!

Chapter 5
A Day In The Life Of A Business Coach
I want to take a moment here and walk you through a typical day as a business coach,
so you can begin to see what your daily rhythms might look like. While theres a lot of
flexibility in business coaching, its important to keep in mind that time management is key
to ultimate success.
Of course, Ive always found its not that hard to manage my time effectively when I know
Im going to be rewarded to the tune of tens of thousands of dollars each month for doing
so...but maybe thats just me. ;-)
Anyway, heres what a typical day might look like...
7:00 a.m. Review Your Vision Book and Affirmations. This means look over the goals and
objectives (similar to the ones you just set!). Its important to remind yourself why you do
this, so you can stay motivated.
7:30 a.m. Take Care of Administrative Details. Catch up on any emails or anything that
will distract you if you dont deal with it now.
8:00 a.m. Phone Fun. This is your chance to talk with leads, contacts, and prospects. I
DONT advocate spending a lot of time cold-calling. A little bit here and there is okay,
but cold-calling is less effective than other lead-generation strategies, and youd be better
served by outsourcing it or deploying marketing campaigns to bring prospects to you. (See
Chapter 11 for more details.) So by Phone Fun, I mean talking to prospects, contacts, and
more.
11:30 a.m. Over the lunch hour, meet with prospective Personal Network Referral Partners
and Strategic Partners.
1:00-5:00 p.m. Conduct complimentary coaching sessions (see Chapter 17) with prospects
and conduct paid coaching sessions with your clients. This means you might be out visiting
companies in your area or on the phone, coaching with your clients.

5:00 p.m. Review Your Affirmations and Vision Book Again.

If you think you can get the hang of a daily schedule similar to what you see above, you just
might have what it takes to succeed in business coaching.

Section 2
How To Become A Business Coach
So far, Ive talked about the business

coaching opportunity in general. Now its
time to explore the nitty-gritty details of
becoming a business coach. Each chapter
in this section is your next step in setting up
your own business coaching firm.

Chapter 6
Finding A Business Coaching Curriculum
In order to become a business coach, your first step is to find a business coaching curriculum
Perhaps you already have experience in business and want to build your own curriculum
based on a specific niche or subject matter expertise. Or maybe you love teaching and
working with entrepreneurs, but arent so clear on how to help business owners grow their
enterprises.
In the latter case, youll need an established, proven business coaching curriculum. Look
for effective, step-by-step methodologies that help you solve problems for small to mid-
sized business owners quickly and efficiently.
This is a critical key to your success and most people overlook it. Failure to present a
powerful, effective methodology in your local market will doom your efforts to become a
business coach. On the other hand, going to market with a proven method for increasing
revenue and profits by hundreds of percentage points within months will make you the
go-to person for entrepreneurs in your community.
My methodology is the one Im going to be talking about in this book. Ill give you more
insights into my approach as we go along, as well as provide you with a firm grounding in
the principles at its core.
This book is a GREAT start, but soon youll need to really dig down deep into everything
my curriculum has to offer. Thats why Im giving away a FREE 30-Day, Unlimited Access
trial to my entire Coaches Coach Business Coaching System. That should give you plenty
of time to build up a strong background into my unique approach.

ASSIGNMENT:
Get Your FREE 30-Day Trial of The Coaches Coach Complete Business Coaching
System
INCREDIBLE RESOURCE!
MyCoachesCoach.com contains my ENTIRE system -- everything Im teaching you

in this book -- down to the precise forms, sales scripts, and documents you need to
build and grow a 6- or 7-figure business coaching practice. As a reader of How to
Become a Business Coach, you get a FREE 30-day trial. You can claim your FREE
30-Day Trial by going to this link: http://www.thebusinesscoachsystem.com

Chapter 7
Read Plenty of Supplemental Materials
Your next step is to start a lifetime love affair with learning.
Go to people who have been there, done that--and done it well.
Talk to experts in your field (youve already made that step when you bought this ebook--
congratulations!).
Learn from the masters who have gone before you.
Invest in your continuing education -- and the reprogramming of your thought patterns.
This can be terribly difficult, even painful...but since your results are only as good as the
thoughts in your head, the more energy you invest to clean up your thinking, the better off
youll be.
Its exactly what I did.
As soon as I realized that my thought processes were crippling me, I invested relentlessly in
my own improvement...and Ive never looked back.
To this day, I read voraciously on business leadership and management, investing, and
economics. And not just business-related information. I know that in order to be the most
effective and well-rounded person I can be, I have to learn from the best of all fields. So I
study politics, real estate, theology, philosophy, and spirituality, too.

Here are some of the most influential books I read -- and where Id recommend you start
on your journey:
E-Myth Revisited, Michael Gerber

Rich Dad, Poor Dad, Robert Kiyosaki
The Ultimate Sales Machine, Chet Holmes
Mastering the Rockefeller Habits, Verne Harnish
Instant Cash Flow, Brad Sugars
The War of Art, Steven Pressfield
Guerilla Marketing 101, by Jay Conrad Levinson
The Flip Side, Flip Flippen
5 Dysfunctions of a Team, Patrick Lencioni
E-Myth Mastery, Michael Gerber
The Richest Man In Babylon, George S. Clason
Cash Flow Quadrant, Robert Kiyosaki
Unlimited Wealth, Paul Zan Pilzer
God Wants You To Be Rich, Paul Zane Pilzer
Test Advertising Methods, John Caples
ASSIGNMENT:
Buy the first book on this list and read it. Then work your way down.

Chapter 8
Get Your Home Office Set Up Properly
Next, you need to set up your home office. Heres what youll need...
1. The Right Equipment
Nothing too fancy here. Make sure you have a reliable computer that does word processing
and email, a multi-function printer, a fax machine (or sign up for a service like eFax), and
a good phone connection. Because you use your phone all the time, I recommend a real
phone (landline) -- not a softPhone like Skype or RingCentral (VOIP) -- and a great headset.
If you are on a tight budget I strongly recommend checking out places like Craigs List (http://
www.craigslist.com) as a great place to find gently used equipment for very inexpensive.
2. Form Your Corporate Entity
This is a critically important step. Separate your business from the rest of your life financially,
right from the get-go. Working from home can blur the lines, so you need to make sure
youve established clear boundaries to ensure you have adequate asset protection between
your personal finances and your business operations.
For liability protection most attorneys and accountants recommend that you register as
either an LLC or an S-Corp. An attorney or accountant will be able to help you decide what
corporate entity structure is right in your situation. DO NOT skip this step. It might cost
a couple hundred dollars to speak to a qualified professional, but the peace of mind youll
receive from knowing youre completely taken care of is priceless.
If you are uncertain who to speak to I recommend that you contact Corporate Direct (http://
www.corporatedirect.com). Founded by Garrett Sutton the Rich Dad Advisor on Asset
Protection and Corporations. For less that $1,000 youll get everything set-up properly and
have everything you need to get going.

Beware of super cheap online filing services, they often will not do everything properly to
make sure that your protections are truly in place. Garretts program is a complete set-up
and worth every penny to make sure its done right the first time.
Remember, its important for you to have a real business entity so you can manage your
revenue appropriately and stay out of trouble with the IRS. Business coaching is not a high-
risk profession and Ive never known a business coach who was sued by an unhappy client.
However, its good to put a corporate firewall around your personal assets, just to be safe.
Closely related to this is the fictitious name filing, or registering a D.B.A. (Doing Business
As). This is especially important if your business entity is set up as a sole proprietorship. By
registering a DBA, you can create a compelling name for your business coaching practice as
opposed to doing business under your legal, given name. Again, consult with your attorney
or accountant for assistance.
3. Set Up a Business Bank Account
NEVER make the mistake of funneling your business revenue and expenses through your
personal bank account. That just creates a terrible mess.
Once youve established LLC or S-Corp, take your paperwork to the bank of your choice and
set up a business account. Many business accounts can be opened with a small minimum
deposit and even include free checking, so shop around.
ASSIGNMENT:
Do each of the steps as outlined in this chapter:

Equip your home office right.
Register as an LLC or S-Corp.
Set up your DBA.
Establish a Bank Account for Your Business.

Chapter 9
Set Goals and Create Accountability
Theres an old saying I love: If you fail to plan...you plan to fail.
And this is truer in business coaching than anywhere else.
Why?
Because the more specific and focused you are in your head and on paper, the more specific
and focused your outcome will be.
Thats why I believe in setting VERY aggressive sales goals if you want really amazing
results in business.
And Im living proof. Over the 5 year period I owned my business coaching firm, I achieved
an average yearly growth of 140%.
So, whats the secret? I use three simple, but very powerful techniques to set and achieve
aggressive sales goals:
1. Create or Refresh Your Vision Book Annually
This is the most powerful idealization and visualization

process Ive ever used. The idea is to breathe life and
structure into your loftiest goals and deepest dreams.
Heres how it works.

Decide which aspects of your life are most critical to you-
-both personal and professional. For me, this includes
spiritual, social, family, church, business, finance, fitness,
and hobbies.

Then, ask yourself this question: Where do I want to be in one year in each of these areas?
After youve answered the question, in PowerPoint, create at least one or two slides
illustrating your vision for each of the major areas of your life. Each slide should have a
picture or some other graphical representation of what you hope to accomplish in a years
time, along with a verbal description of your goal.
Then, let the book become an ongoing source of inspiration. Review it weekly or even more
often--whenever you need a boost. The idea is to help you remember WHY youre working
so hard and WHAT youre working toward.
But how is this related to your business coaching practice?
Well, achieving the vision for these different areas of life

takes cash flow, right?
Suddenly, you realize that success in business is about more

than just paying the bills. Its about living your dreams. And
theres nothing more motivating than that.
If you havent downloaded it yet, get my FREE PowerPoint Templates for Your
Vision Book. Spend your time filling your book, NOT creating the template! Go to:
http://www.mycoachesCoach.com/downloads
2. Create an Optimistic/Pessimistic Forecast thats Aggressive

Enough to Fund Your Vision Book Goals
Most people Ive met consistently under-perform their forecasts. Not only is this
demoralizing, but it creates a real credibility problem when its time to report back to stake-
holders in your business (such as your spouse!) or to go through a round of capital-raising.

Obviously, it feels much better to outperform your projections...but if youre outperforming

your projections, youre not really stretching yourself!
So how do you set goals that challenge you WITHOUT undermining your credibility in
your own eyes or the eyes of your stake-holders?
Develop an optimistic and pessimistic forecast.
The optimistic forecast should be a serious stretch for you, so much that if you achieve even
half of it youre delighted!
Then, all of your visualizing, strategizing, and thinking should be focused on achieving this
forecast.
Most importantly, your daily and weekly activity plan should reflect the effort required to
hit this forecast!
The second forecast should be a pessimistic one. If everything goes wrong, what will you
do to survive? Your expense budgets and capitalization model should reflect this scenario.
Have you caught on yet?
The trick is to market, sell, and serve clients with the intention of hitting your optimistic
budget--and manage your cash and expenses as if you can count only on the pessimistic
view!
My experience using this technique is that I always end up somewhere in the middle, and
Im usually very happy with that!
3. Develop a Daily and Weekly Activity Plan
This is where most people drop the ball. You can have an awesomely inspiring vision for
your coming year and a great optimistic/pessimistic forecast that theoretically drives your
activity while keeping you disciplined in the area of cash management.

However, if you dont translate your aggressive sales and revenue targets into a daily
and weekly action guide, youll find that you simply wont do the activity required to hit
your targets!
Youve got to be specific!
Ask yourself: How many sales must I make

to hit my revenue goal this month and this
week? How many phone calls will it take to
hit that number? How many hours do I have
to spend on the phone in order to make that
many calls?
You have to make absolutely sure that every

day when you sit down at your desk, you
know EXACTLY what level of activity you
need to produce that day in order to deliver
your number.
Failure to pay attention to this activity plan

on a daily and weekly basis is the best way to
miss your forecast.
On the other hand, if you deliver the requisite amount of activity to hit your optimistic
budget each and every day, youre likely to end up pretty close to your target and your vision
will become a reality!
Download my FREE Unlimited Marketing Budget Calculator so you can

track your metrics with pinpoint accuracy. Learn PRECISELY how many
dials, silver bullet calls, CCSs, and clients you need to hit your revenue goals!
Go to: http://www.mycoachesCoach.com/downloads

ASSIGNMENT:
Download the FREE tools mentioned in this chapter (The Vision Book and Unlimited
Marketing Budget Calendar) from http://www.mycoachescoach.com/downloads.
Create your big-picture goals and Vision Book.
Create your optimistic/pessimistic forecast.
Develop your daily / weekly activity plan.
EXECUTE!

Chapter 10
Your Default Calendar
In the last chapter, we talked about establishing your long-term goals and then creating a
daily and weekly activity sheet. This chapter drills down a bit further into your day-to-day
tasks with a powerful daily approach I call the default calendar.
You see, after many, many years in this business, I know the right mix of activities and the
best way to plan your day and allocate your time to build a healthy business. Your default
calendar process will help you structure your day to achieve maximum results so that youre
doing the right things at the right times in the right ways.
Each morning you will review your Vision Book and Affirmations. After that, catch up on
emails and administrative tasks that would serve to distract you if left incomplete. Then,
sharply at 8 a.m., begin your call block and continue until noon.
The single biggest key to success in your Business Coaching Practice is as follows:
Dont end your daily call block each morning UNTIL youve booked one Complimentary
Coaching Session!
During your call block, focus on calls to the following groups in order of priority:
Your newest, warmest leads.

Unconverted leads from past Complimentary Coaching Sessions or Seminars.
Prospective Personal Network Referral Partners.
Prospective Strategic Partners.
Past clients that have left your coaching program but could be re-engaged.
Cold leads from your marketing list.
Over the lunch hour, you should be meeting with prospective Personal Network Referral
Partners and Strategic Partners.

Afternoons are used to conduct your Complimentary Coaching Sessions and to coach the
clients youve landed.
Be sure to end each day be reviewing your Affirmations and your Vision Book again.
Failure to pay attention to this activity plan on a daily and weekly basis is the best way to
miss your forecast.
On the other hand, if you deliver the requisite amount of activity to hit your optimistic
budget each and every day, youre likely to end up pretty close to your target and your vision
will become a reality.
If it hasnt sunk in yet, remember: planning is the difference-maker in this business!
ASSIGNMENT:
Establish your default calendar and follow it religiously!

Chapter 11
Find Quality Outsourcers
As you get started as a business coach, youll come to realize pretty quickly that if youre not
careful, you can spend a lot of time doing stuff that doesnt translate into real business.
So be sure to OUTSOURCE as much as possible.
In fact, here are two critical business tasks you should outsource immediately:
Bookkeeping
Cold Calling
Bookkeeping
A good bookkeeper will save you literally hours of headache and hassle...and possibly
thousands of dollars.
Doing your own books is, without a doubt, one of the biggest mistakes you can make. Thats
because most of us dont bother with our books until tax time...and then were behind,
frustrated, and confused.
But you can nip that problem in the bud simply by hiring a good bookkeeper from the get
go.
At first, your books will be simple. As a result, your bookkeeper will cost you next to nothing
-- but youll have the peace of mind that comes from knowing everything is taken care of.
As you grow, your bookkeepers responsibilities will grow, but youll be able to pay for his or
her increased involvement from your increased profits.

Cold Calling
The second task you should outsource is cold calling. There are three reasons for this.
1. Cold calling is discouraging for most people. As a business coach, you need high energy
and confidence in order to convert leads to sales. So unless you love cold calling, pass
this off to someone who does (believe it or not, some folks really do enjoy it; let them
do their thing while you do yours).
2. Cold calling is time consuming. Now, at first, you might not have much lead-flow,
so cold calling could be a productive use of your time (better than sitting around
twiddling your thumbs, thats for sure). But as you get more and more busy, youll have
less and less time for this task.
You need to make sure your lead flow doesnt drop off while you attend to warmer
prospects and new clients -- otherwise youll suffer from a feast or famine phenomenon
in your business, and trust me NO ONE wants that.
3. You always want to give your prospects the impression that youre busy and successful
When someone calls and sets an appointment for you, it makes you seem very
important indeed. Thats good for your credibility AND your image.
I use Clients Acquisition Partners (http://www.teleleadsonline.com) for all my cold calling.

Once youre ready to start bringing in business, I highly recommend you give them a call:
(905) 646- 4443. Ask for David Eheler and tell him that Eric Dombach sent you, and youll
get a great deal.
ASSIGNMENT:
Find a bookkeeper by searching your local Chamber of Commerce membership list

and interviewing at least 3 or 4 of them.
Call Clients Acquisition Partners (http://www.teleleadsonline.com) and discuss the
possibility of outsourcing your cold calling. Tell them Eric Dombach sent you.

Chapter 12
A Quality Personal Assistant
One of the smartest things youll do is value your own time and spend it appropriately. You
may be used to doing everything yourself, but this is a horrible use of time.
Look at it this way...
Imagine youre a commission-only sales person. Every morning you show up for work at 8
a.m. and give your boss $800 in cash. In return, you receive a bucket with 8 gallons of liquid
time in it that you have to resell it for more than $100 per gallon to make a profit that day. If
you dont re-sell it, youll have no cash to buy your bucket of liquid time the next day.
Now, heres an insidious twist. Your bucket has a hole in it! You lose a gallon of inventory
every single hour and theres absolutely NOTHING you can do about it, other than to
scoop it out and sell it to business owners as fast as you can!
The secret is to prevent your inventory from draining away before you can sell it.
And one of the best ways to do it? Invest in a solid Personal Assistant.
Given that youll be billing out at $250 to $750 per hour, once youve got a little bit of cash
flow, this is a no-brainer.
You can find quality local Personal Assistants in your newspapers classified ads or on
Craigslist, or remote PAs on websites like oDesk.com or Elance.com (in this virtual world,
hiring a remote PA is a definite possibility).
Heres what to look for
A personality with a penchant for details. Have candidates take the Profiles
Performance Indicator (PPI) Assessment and look for someone with a scale IV
rating (measure precision and analytical/quality orientation).

An independent contractor with his or her own PA business. Dont go through a firm,
but get someone whos running their own show. This kind of person really understands
entrepreneurs and entrepreneurship.
A passion for business and helping entrepreneurs. Choose a person who is passionate
about their work. It will make all the difference.
A great, fun personality. See if you can find someone who is high scale II (social
influence and positive expectancy) on the PPI profile. Scale IV & II combos can be rare,
but theyre worth their weight in gold. In addition to helping you manage the details,
high IVs can help you sell and market as well.
When youve got a great PA, pay them a modest base rate with performance bonus that
allows a share in the upside. Give them a performance bonus based on new clients secured.
Every time you land a new client they get $50 to $100. Youll be amazed at how impassioned
they become about your marketing and sales when you incentivize them this way!
ASSIGNMENTS:
Create an ad for your PA in the newspaper or on Craigslist if you want someone local,
or try out oDesk.com, GetFriday.com, or Elance.com.
Once youve narrowed down the applicants, contact Michael Cody from GreatPeople
USA (michaelc@myprofitcoach.com) to schedule a Profiles Performance Indicator.
Have your top 10 choices take the assessment. Its online so and the results are emailed
to you immediately with a detailed Management Report that will make a huge difference
in choosing the right PA.
Choose the top 5 for interviews.
Go with your gut and select your PA!

Section 3 Marketing & Sales
You did it! Youre a business coach! Now what?

This section will take you step-by-step through
generating your first leads to closing your first
sales! Hold onto your hat for perhaps the most
important section of this book.

Chapter 13
The Unlimited Marketing Budget
When I started my business coaching practice, I experienced some trials, heartache, and
frustration. In the process, I learned a valuable lesson -- one that has been worth millions
to me ever since:
NEVER STOP INVESTING IN MARKETING.
Because once you crack the code the first time -- once you make it work -- youve unlocked
the Holy Grail of business growth: an unlimited marketing budget!
Just what do I mean by that?
Let me start by introducing you to a powerful new concept that will change the way you
think about marketing. And no, this isnt the same boring old lecture about how marketing
is an investment, not an expense (though thats true).
Instead, I want you to consider marketing from a whole new perspective.
Because marketing isnt about being creative or sneaky or pushy. Instead, its about
exchanging dollars or time for clients -- a simple, scientific transaction.
That means, once you get over that initial hump and establish some metrics for yourself,
you can act with total confidence that youll ALWAYS have the money you need to create
more business.
Heres an example.
Lets say your average new client earns you an average income of $1500 per month. And lets
say, on average, they stick around for three months.

That means every new client is worth $4500 to you (we all know these are LOW figures, but
Im doing that for a reason, so stick with me here).
Based on these metrics, how much can you afford to spend on marketing?
Well, theoretically you could spend up to $4500 to bring in a new client--and still break
even!
Of course, you want to do much, much better than that. But lets say you have to spend
$2000 to secure a new client. You might feel nervous going in the hole $500 on the first
months transaction. However, once you realize youre not $500 in the hole, but $2500
ahead, suddenly youre empowered to increase your marketing budget so that you continue
to bring in $4500 clients who only cost you $2000!
Do you see? At this point, the question changes. Its no longer how much can I spend on
marketing?...but how fast can I spend it?
How fast can I spend my way to a million dollars?
Or more!
You have an Unlimited Marketing Budget!

This is PRECISELY the principle I used to grow my business so quickly...and a secret I share
with all my coaches to help them achieve exponential growth in their practices, too.
Of course, if youre like most people, theres just ONE QUESTION in your mind:
How do I find campaigns that work...and work predictably?
Stay tuned, my friend, because thats next!

Chapter 14
Your First Marketing Campaign: A Referral Program
One of the best and most leveraged ways to generate leads is through your personal network
-- people you know. Thats why I always recommend that new coaches start here first.
After all, people are more likely to do business with folks they know -- or with people who
are recommended by a friend or family member.
So start first by identifying everyone you know: this includes spouses, close and distant
family members, co-workers, friends, church members, and people you deal with for
personal business: like bankers, attorneys, other professionals, the owners of your favorite
restaurant, and so forth.
But dont stop there!
You see, you can have sway BEYOND those people you personally know. What about the
people your friends and acquaintances know...and the people they know...and so on? Believe
it or not, these folks can be excellent sources of referrals, too!
Another important source of referrals is your existing client base. So when you start getting
results, you really need to leverage them.
Follow my simple process to get your clients to refer happily and refer often--without
begging.
Ready? Here it is:
Once youve made your comprehensive list of contacts, choose the ones who know, like,
and trust you enough to answer YES to the following question: Im expanding my business
and I need your help. Could you meet me for breakfast or lunch on Wednesday to discuss
how you can help?

When you sit down with them, ask them to think of people they know who fit your ideal
prospect profile. Emphasize that this is a brainstorming session--not simply a request for
referrals. As they list names, write them down. Dont be surprised if there are 15-20 names
on the list. Then ask them to list their top ten.
Starting with the last name on the list, ask, Whats wrong with John? Why is he a #10
instead of a #1? Whatever they say, you reply, Thats okay. Well get rid of him. Do the
same thing with #9...and so on...until they say, STOP! The rest are good!
Why do you ask this way? Because suddenly they become an advocate of those names!
And theyre willing to introduce you to them. Arrange a time to be introduced to the new
referrals. Then let your sales skills take over.
Finally, be sure to thank anyone who sends business your way. At the very least, send a
handwritten thank you note. If appropriate, include a gift. Frequent referrers might deserve
something even more personal, such as an appreciation dinner on you.
People love to feel appreciated. By thanking contacts who refer, youre teaching them that
their kindness doesnt go unnoticed.
The result will be more referrals, more consistently.
ASSIGNMENT:
Make a list of at least 50 people who can refer new business.
Call them up and invite them out to lunch.
Do exactly the process outlined above.
Follow up with all your new leads!

Chapter 15
Six More Lead Generation Strategies
Once youve completed your first referral program, its time to move on to additional forms
of lead generation.
First a quick definition: whats a lead?
For the purposes of our system, a lead is anyone whos willing to have an honest conversation
with you about their business challenges.
This kind of conversation can happen anywhere, and I do mean ANYWHERE. At a

networking event, standing in line at store, in a bar or restaurant, over the phone, on a
plane, etc.
(One of my best business coaching friends not only generates leads on planes but actually
CONVERTS them into paid coaching clients. He told me about one round trip where he
came home with THREE signed coaching contracts complete with credit card numbers. So
you can really do this anywhere!)
Over the next few pages, Ill give you insider access to my top secret lead generation vault
-- 6 carefully-tested, hand-selected strategies that will GROW YOUR BUSINESS FOR YOU
once you master them.
Forget everything else youve ever learned about lead generation and focus on just these 6
tactics.
Your bank account will thank you.

STRATEGY #1: Networking
Very few people find that networking comes naturally. So if youve got a love-hate
relationship with networking, youre not alone. Most people would rather stick bicycle
spokes into their eyes than walk into a room full of complete strangers and start random
conversations.
But if you can take your attention off your own misery long enough to observe the very
predictable behavior of the people at the next networking event you attend, youll notice
virtually everyone doing the exact same self-defeating behaviors.
Youll observe clusters of insecure people gathered in small groups, having boring
conversations with people they already know, eating lousy food to pass the time, and waiting
for the real show to start so they can sit down and do nothing. Sound familiar?
This isnt networking. This is net-breakfasting, net-socializing, net-procrastination, or

something.
But it sure as heck isnt networking.
Ask any successful business coach and theyll tell you that building a great network of
relationships in your local market is a huge key to success and a rich source of new clients.
The good news is that networking can be easy and not that painful, if you follow these
rules. Heres my system for getting at least one new coaching client from each and every
networking event you attend.
RULE #1: Set a Goal Based on Your Sales Math
If youre conversion rates are about average, youll need 10 leads to get one new
client. Choose a networking event thats likely to be populated with people who
match your ideal client profile. Your goal is to come away from the event with at least
10 qualified business cards. Not 8 or 9, but 10. Once you have your 10 business cards,
its just a matter of working your conversion rates and letting the sales math run its
course.

RULE #2: Spend 3 Minutes With at Least 10 People

Jump into a small group of people who look bored with the conversation or, even
better, look for an individual who is stranded and needs someone to rescue them.
In the first 3 seconds, make a warm, positive impression. Introduce yourself by name
and get the name of the person youre talking to. In the next 30 seconds, find out
what your prospect does, what kind of business they have, and how long theyve been
doing it. In the next 3 minutes, ask questions that get below the surface. Dig deep and
look for emotion. What challenges to do they have, what problems are they trying to
solve? When 3 minutes has elapsed, ask them for their business card. Youll never
be refused. Thank them for sharing with you and promise to call them this week.
Then, politely excuse yourself and move on to the next person.
RULE #3: Focus Intently on Each Person You Speak With
In each 3 minute segment, the person must feel that they are the center of your
universe. The conversation must be all about whats in it for them and not whats
in it for you. Go to networking events to give, not get. This sounds simple, but so few
people truly understand it. As hard as it can be, wait to talk about yourself until youre
asked! In fact, try to deflect the first couple questions about you and keep learning
about them until they insist on learning about you by repeatedly asking questions.
The goal is to be interested, not interesting! The more interested you are in
others, the more interesting you seem! When you do this for 3 minutes, youll see a
magical thing begin to happen: the establishment of trust.
RULE #4: Exude Positive Energy
Energy emanating from an absolute passion for what you do as a coach will set you
apart from everyone else in the room. A can-do attitude and the attractive ability
to have a fun will light up the room. If this kind of behavior doesnt come naturally
to you, thats okay. It didnt for me either. But, you can and must learn how to turn it
on and off at will. Arm yourself with quality questions and youll become the center
of attention, as people gather around to observe the liveliness and excitement of the
conversations youre having!

RULE #5: Call Them Back as Promised
Within the next two days, call or email all 10 qualified business cards you picked up
and set up a time to chat by phone. Your goal for the first call is to discover at least
three areas of business pain, shoot at least three Silver Bullets (see Chapter 16), and
set up a face to face meeting or complimentary coaching session (which well cover
in Chapter 17).
So, thats my system for getting at least one new coaching client from each and every
networking event you attend.
Networking is the key to starting relationships that can lead to clients, raving fans, great
referrals, and life-long friends. If youve never committed yourself to become a master
networker, now is the time. Get started this week!
STRATEGY #2. Bold Walking
Bold walking is cold calling on foot.
Up until the mid-90s, it was one of the most commonly-utilized tools of top salespeople. In
this digital age, its used less and less -- but in an industry like ours, it can still be incredibly
effective.
After all, by calling on a company in person, you get a feel for who they are and what image
they portray. You can determine if theyre similar in size and feel to your ideal prospect
profile. You can build better rapport with the receptionist or gatekeeper -- and often get
information in person that youd never get over the phone.
Occasionally, youll even be able to speak directly with decision makers.
Use some of the same strategies I suggested in the previous section:

1. Work until you can speak briefly with at least 10 decision makers.
2. Focus intensely on THEM -- THEIR needs, THEIR problems -- BEFORE you pitch
them on what YOU do.
3. Exude positive energy.
4. Follow up as promised.

Bold walking is a wonderful way to meet potential clients...and a great way to stand out
from your competition by offering the personal touch. Heres a great script for bold-walking
to get you started when you walk in...
Hi there! My name is ____________. Im a business coach, and Im doing some market

research to see what successful business owners like yourself are doing well right now. So Id
like to schedule a complimentary coaching session where I can learn a little bit more about
your business and what youre doing well and maybe even give you some suggestions to further
improve your business. So, when would be a good time for us to meet?
STRATEGY #3. Internet Marketing
The internet can be a powerful tool for passive lead-generation--and should certainly be
included in your marketing mix.
But BEWARE: internet marketing is a complex game. If you go in unprepared, it can suck
up weeks of your time and produce little in the way of substantial revenue and lead flow.
Dont get caught up in gurus, big product launches, and get rich online schemes. Instead,
follow these simple strategies for generating leads online, and youll have success.
1. Include a Wordpress blog on your website. Then blog regularly. Im not talking every
day, but once or twice a week is a good rule of thumb. Include high-value, high-impact,
content-rich articles that your clients and prospects will find helpful and actionable as
they build their businesses.
The goal is to push as much excellent content to your prospects as possible so that they
begin to regard you as an authority and trusted advisor. Send a quick, short email to
your list whenever you publish a new blog post (see #4 below) to direct them to your
new content.
For help on this, join my business coaching group on LinkedIn where you can mingle
with the coaches in our network, and even get a hold of articles theyve written so youre
not starting from scratch. To join, find my LinkedIn group at http://www.linkedin.com/
in/ericdombach and scroll to the bottom where youll find the link to my group called
The Coaches Coach: Business Coaching for Business Coaches.

2. Create a FREE report and a squeeze page. Use all your marketing efforts -- including
blog posts, emails blasts, direct mail, local networking / business card exchanges, and
your online social networks -- to drive traffic to a special webpage called a squeeze
page. There, people enter their contact information (first name and email address) in
order to access your FREE report. The report should include high-value information
that is immediately useful, but leaves them wanting more. Be sure to have numerous
calls to action in your free report, including an offer to schedule a Complimentary
Coaching Session with you.
3. Sign up for TimeTrade. This is an incredible (yet cheap!) online service that allows
clients and prospects to schedule appointments with you -- without the need for a one-
on-one conversation! You simply list the times youre available in the on-line app and
include the link to your TimeTrade schedule in all your marketing material. TimeTrade
syncs with your Google Calendar or Outlook automatically. As your prospects and
clients consume your content and decide that they want an appointment with you,
they will literally book themselves in! I can tell you from personal experience how
cool it is to open your email in the morning and see two or three one-on-one sales
opportunities waiting for you...and you didnt have to lift a finger!
4. Use an email auto-responder solution. Email marketing is an amazing way to

keep in touch with your leads and clients, so get an email marketing solution with
auto-responder capabilities such as AWeber (super cheap, but limited feature set)
or Infusionsoft (a bit more expensive, but VERY feature-rich). Create an auto-
responder email sequence (drip marketing email messages that go out based on
a pre-determined schedule) and enroll your new leads into the sequence after they
opt in for your free report. Again, be sure to have numerous calls to action in your
sequence -- including an offer to schedule a Complimentary Coaching Session using
your TimeTrade calendar.
5. Get social. Speaking of social networking, I recommend starting with THREE social
online networks: Facebook, Twitter, and LinkedIn. You can get sucked into social
networking and waste a lot of time here, so dont overdo this. However, these three sites
are almost ubiquitous. These days, most people have at least one account that they use
fairly regularly--so if you can connect with people here, take advantage of it. Engage in
conversations with people and get them interested in what you have to say. Send them
to your blog posts and squeeze pages where they can download your free report(s) and
start getting your auto-responder sequences.

STRATEGY #4. Direct Mail
Direct mail can be a wonderful lead-generation and lead-warming weapon in your arsenal.
Here are some powerful ways you can use it...
1. Bond With Prospects and Contacts: Send letters, cards, and packages in the mail
with messages that drive home the benefits of working with you. Ask them to call you
for a FREE consultation...or tell them youll call them at a certain time -- and then do
so!
2. Drive Traffic to Your Website: Use a postcard campaign to drive traffic to your FREE
report or audio CD landing page.
3. Make Special Offers: Use the mail when you want to offer a client a special, one-time-
only promotion or make a limited-time offer.
4. Warm Your Database: Using a combination of all the media Ive discussed in this
chapter, make consistent, ongoing contact with your database. It will pay off in spades
down the line. In fact, when I built my firm over a four-year period, I worked the same
database over and over.
It got warmer and warmer, and eventually yielded hundreds of business coaching clients!
STRATEGY #5. Telemarketing
If there is ONE THING I could tell you that will virtually guarantee your success as a
business coach, its this...
Work the phone each and every morning until you book at least two face-to-face
appointments.
This is the SINGLE-MOST important habit of my life as a business coach.
More than anything else, this simple strategy accounts for a staggering average yearly
growth in my practice of 140%...which culminated in the sale of my business for a cool
million in 2005.

Were you expecting something more convoluted, less straight-forward?
Sales and marketing are really quite simple. In fact, its all just a matter of basic math.
When I first started my coaching business, my coach was a former sales manager at a large
Fortune 1000 company. He used to say, Sales is a numbers game--so do the math and make
the numbers work.
So I did the math.
I realized that if I booked just two face-to-face appointments each day, Id end up with 10
scheduled appointments per week.
Since about 50% of my appointments canceled, that meant Id get 5 ACTUAL meetings
each week.
If I could convert just 20% of them, Id get 1 new client each and every week.
And guess what?
It worked!
It took some time to feel comfortable pitching myself and selling the system, but in my
fourth month as a business coach, I landed four clients -- just like I knew I would when I
figured it out.
After that, I continued booking at least 1 or 2 face-to-face appointments with business

owners each day...and pretty soon I was banking $10K per month...then $20K per month...
then $30K per month in business coaching revenue!
I cant tell you what that first $30,000 month felt like. My wife and I looked at each other
with tears in our eyes.
After all, Id just made in one month what I used to make in an entire year as a pastor.

Coming up, Ill share with you simple ways to overcome objections, maximize your
meetings, and improve your sales skills. But for now, I want you to ingrain this message in
your mind:
Set aside the first 3 hours of each day to work the phone and KEEP GOING until you
book at least 1 and preferably 2 face-to-face appointments that we call Complimentary
Coaching Sessions. (More on those later, but something Ive told coaches over the years is
this: 1 CCS a day keeps the bill collector away.)
The goal is to make your 3 hours of phone calls each day to your warmest leads, and only
dial cold suspects if you run out of warm leads.
And of course, as Ive already mentioned, you should add outsourced telemarketing to your
mix as soon as possible.
Make telemarketing a habit.
When you do, youll unlock untold success.
STRATEGY #6. Strategic Partnerships
Utilizing the same principle as referral selling, strategic partnerships can be an absolute
goldmine of new leads and clients.
By strategically aligning yourself with NON-COMPETITIVE companies that cater your

approximate customer profile (what about printers, accountants, office furniture retailers,
attorneys, and so on?), you get the credibility of a referred endorsement by someone your
prospects know and trust.
For example, you could offer a FREE coaching session to your partners customers--and pay
your partner a fee for every one you complete. Or perhaps you could pay an even LARGER
fee when one converts. This way, you pay nothing until you actually CLOSE a deal!
Maybe you could arrange to cross-promote one anothers products and services.
There are literally hundreds of possibilities.

Heres how to make it happen.
STEP 1. Find a business that shares your approximate client profile.

STEP 2. Work out an offer your strategic partner can make to his customer base that
will make him look like Santa Claus.
STEP 3. Take your proposal to show your potential strategic partner how good this can
be for her, good for you, and good for both your customers.
STEP 4. Be prepared to show when and how theyll get paid.
Strategic partnerships are among the best-kept secrets of marketing success youll ever find.
In my coaching business, I had such powerful strategic partners, that Id have accountants
and bankers call my cell phone and tell me they had a client set up to come to their office
already primed and ready. Id show up, conduct the Complimentary Coaching Session, and
leave with a $3,000 to $5,000 check for the first month of services!
How powerful would that be in your business? I can tell you already, words cant express it!
ASSIGNMENT
Design a marketing campaign for each of the strategies in this chapter.

Implement two campaigns a week for the next three weeks.
Set up as many 30-minute phone consultations as possible with your new flow of leads!

Chapter 16
Converting Suspects (Leads) to Prospects (Serious Leads)
So youve got a lead who is open to business coaching and willing to spend 30 minutes on a
FREE phone coaching session to see what you have to offer.
What on earth do you say to keep them engaged?
After all, these are THE MOST CRITICAL 30 MINUTES youll ever spend with a prospective
client. Its here that youll demonstrate your competence, quickness, experience, and skill...
or youll fall flat on your face.
Thats because you never get a second chance to make a first impression.
If the first impression is good -- if you can help them realize that working with you is a
safe investment that will pay off in spades -- youll easily close them into a Complimentary
Coaching Session... and, more often than not, a paid contract.
If not, its GAME OVER.
For my first two years as a business coach, I struggled to get prospects to really understand
that I could help them.
By then Id spent countless hours working the phone and talking to prospects, so Id gotten
extremely good at building rapport, sniffing out problems, and uncovering emotional hot-
buttons.
But I still hadnt found a way to clearly communicate my problem-solving value.
ESPECIALLY in a fast 30 minute phone call!

I mean, theyd present me with problems...and Id respond with complex, convoluted

explanations of how wed fix them.
Though I had complete confidence that my solutions would generate incredible results,
getting prospects to catch the vision was tough. Sometimes, it felt like we werent even on
the same planet- -let alone the same page!--as I was trying to help them get a picture of what
the process would be like.
Then, one Saturday morning, it dawned on me: there are about 21 common problems I see
over and over. If I could assign compelling names to their solutions, it would completely
revolutionize my sales process!
I jumped out of bed and ran to my computer. Two hours later, my Silver Bullet system was
born.
I organized my bullets into buckets -- time, team, and money. Here they are:
TIME
Apprenticeship Plan
Operations and Training Manual
Time Management Plan
Comprehensive Exit Strategy
TEAM
Employee Acquisition Plan

Psychometric Profiling Process
KPI Measurement System
Lean Manufacturing Program
Performance Incentive Plan
Strategic Plan
Leadership Development Plan
Team Meeting Rhythm
Organizational Plan
Team Building System

MONEY
Current Business Plan

Break-Even Plan
Revenue and Profit Plan
Cash Gap Plan
USP and Guarantee
Sales Management System
Tactical Marketing Plan
As soon as I began using these Silver Bullets in my sales process, conversions skyrocketed
-- while the amount of time prospects spent hemming and hawing plunged!
Thats because I showed them simply and succinctly that I could help them...thanks to my
clear vocabulary for diagnosing AND solving their problems.
Just imagine what it would do for your sales if you could have compelling conversations like
these...
COACH: Well Mr. Prospect, from what youre saying it sounds to me like youve got a problem
differentiating yourself in the marketplace. Would you agree?
PROSPECT: Absolutely.
COACH: So, let me ask you this. What kind of a USP and Guarantee do you have in your
business?
PROSPECT: What do you mean by that?
COACH: Good question. I can help you put together a Unique Selling Proposition and
Guarantee so that your ideal clients feel absolutely compelled to do business with you INSTEAD
of your competitors because youre different than all the rest. Are you open to some help with
that?
PROSPECT: Sure!

COACH: Okay. So, the very first thing well do in your coaching program is implement our
USP and Guarantee process. This will clarify the MOST profound, powerful reason people
should do business with you and your competitors wont know what hit them!
The response I received to this system was incredible. Suddenly, prospects could picture
themselves working with me, because they saw I had a clear vocabulary for communicating
solutions. They began to envision how much happier theyd be when we slew their
problems with my Silver Bullets.
Or check this one out.
COACH: Well Mr. Prospect, from what youre saying it sounds to me like youre just dying for
lack of cash flow. Would that be fair to say?
PROSPECT: Absolutely.
COACH: So, let me ask you this. What kind of a Cash Gap Plan do you have in your business?
PROSPECT: What do you mean by that?
COACH: Good question. I can help you put together a Cash Gap Plan to help you quickly
collect outstanding receivables, get your customers to pay on time, and improve your terms
with vendors so that your bank account always has plenty of cash it. Are you open to some
help with that?
PROSPECT: Sure!
COACH: Okay. We have more than 13 easy to use strategies to help you quickly generate cash
flow. So, one of the first things well do in your coaching program is implement a few of these
I was delighted with my results...but I didnt stop there. I tested WHEN and HOW to
introduce the Silver Bullets. And over the months, I discovered that diagnosing at least
THREE problems and suggesting at least THREE Silver Bullets was the magic number that
would move more than half of them along to that critical next step...the Complimentary
Coaching Session.

ASSIGNMENT:
Download the document entitled Silver Bullet Cheat Sheet at: http://www.
mycoachescoach.com/downloads.
Access your FREE 30-Day Trial of The Coaches Coach Monthly Membership. You can
claim your FREE 30-Day Trial by going to this link: http://www. thebusinesscoachsystem.
com.
After youve logged into our Members Portal, begin studying the 21 Silver Bullets and
become familiar with what each of them does.
Practice explaining each of the Silver Bullets to your spouse or a friend until you
understand and can help them understand quickly.

Chapter 17
Closing the Sale: The Complimentary Coaching Session
After youve set an appointment for a CCS, next its time to close the sale.
Theres a lot to remember in a face-to-face Complimentary Coaching Session: building

rapport, finding the points of business pain, describing the right Silver Bullets, handling
objections, removing perceived risk by demonstrating the ROI of your coaching fees, and
finally, closing the deal at the right investment level.
It can be more than a little disorienting, to say the least.
As a new business coach, I remember feeling completely overwhelmed by my first few

Complimentary Coaching Sessions. I stumbled over my words, struggled to make a
personal connection with prospects, got stumped by objections, and even flubbed basic
business questions.
Still, each time I met with prospects face-to-face, I learned something. And finally, after 20
failed attempts, I landed my first client.
The key to success with Complimentary Coaching Sessions is simple practice.
Remember what I said about working the phones so that you conduct enough 30 minute
Silver Bullet Calls each morning to book one Complimentary Coaching Session each day?
If you do this, soon youll be conducting so many CCSs that virtually NOTHING your
prospects say will surprise you!
Youll be so full of confidence that the Silver Bullets will roll off your tongue with ease and
the logical dimension of the sales presentation will be effortless.

When you dont have to worry about what youre going to say next, suddenly youre able
to tune into your prospects emotions. You hit their hot-buttons and speak to their deepest
desires. Theres no greater feeling in the world than realizing your prospects are hanging on
your every word as you describe to them in confident detail HOW youre going to make
their life better.
Then...theyll catch the vision.
Sales master Brian Tracy says closing a sale is nothing more than a transfer of enthusiasm.
As you ooze confidence and show them, definitively, what a difference you can make in their
businesses and lives, theyll be forking over checks faster than you can ask for them.
Sound too good to be true?
Its exactly what happened for me in my business.
Follow my system religiously, and soon it will happen for you, too.
The 100% Sales Process
The name of my system for converting CCSs is called the 100% Sales Process. Thats
because, back when I was doing dozens of CCSs per month, I actually had a couple months
where I closed every single one!
Sure, Id miss one now and then, but my conversion rate was usually between 80% and 100%.
But, hey, dont put too much pressure on yourself to deliver a 100% conversion rate right
out of the gate. Most new coaches achieve a 50% to 75% conversion rate using this system to
conducting their face to face sales meetings, and thats a great start.
The 100% sales process is based upon the 17 Ps:
PACK well: materials professionally prepared and used effectively (hot bio, sales binder,
agreement, recorder).
PREPARE yourself: mentally attire yourself with favorite song, pre-meeting script,
favorite testimonials.

PROPRIETY in everything: professional conduct and appearance, timeliness of

arrival.
PREMISE tour: ask for a tour and affirm everything you can, learn their industry
specific language and move to clients office.
PERSONALITY, please!: build emotional rapport by learning about the business first,
then their personal life, and adapting your behavioral style.
PURPOSE statement: use stock purpose statement used to review and gain
commitment to your plan for meeting.
PACT removal: reference up front contract gained in silver bullet call and gain
commitment to plan for the meeting.
PROFILE review: demonstrate your competence and value by reading through your
sizzling hot bio.
PRICE preview: preview your price range with confidence and brevity.
POSITION your value: using stories, testimonials, and confident statements.
PROBLEM & PAIN exploration: identify the prospects top 3 problems and explore
the related emotional pain.
PRESENT the Silver Bullets: use sales binder to explain in detail ONLY the SBs
relevant to their problems & pain.
PROPOSE coaching: use the tie down script to gain commitment to coaching.
PROGRAM agreement: read the coaching agreement aloud to a level of detail suitable
to the clients DISC style.
PRODUCT choice: explain the various business coaching programs and ask the client
to choose.
PROFIT EQUATION (DEMO): demonstrate the power of coaching to deliver a
return on cash using the Profit Equation.
PRONTO: give plenty of homework in preparation for the first session to eliminate
buyers remorse.
The Profit Equation
Now, I want you to pay special attention to number 16 above, because in my mind, theres
NOTHING on this list thats more critical. To be successful, you simply need to become
fluent in using our Profit Equation.

Whats the Profit Equation?
Its a one-page worksheet that allows you to clearly demonstrate the power of coaching and
how youll deliver a positive Return on Investment.
The version of the Profit Equation you see below was developed and refined over hundreds
of complimentary coaching sessions. Every major business coaching franchise has its own
version of this kind of worksheet. But ours is simply the best version available for more
reasons than I have the space to cover here.
Every coach Ive ever taught to use this has watched their conversions SKYROCKET!
Remember: if you fail to demonstrate how the client will recover their cash investment
from coaching, you will walk away empty-handed.
So check out the sample Profit Equation worksheet below...
The technique is pretty simple, really. You take your client through this simple mathematical
model to show them irresistible proof that their business will FLOURISH with your
coaching help. Heres how it works.

First, have your prospect give you their current numbers as best they can. As they relay this
information to you, write it down for them in the past column.

A quick note: youll be amazed at how many of them dont know even the fundamental
metrics in their own business. Be sure to let them know their best guess is okay -- while
gently reminding them how important it is for them to understand this information if
they hope to make significant improvements in their business. (This is a terrific way to
demonstrate how much they need you!)
Once you have the past column filled out, move to the future column. Use our Silver
Bullets to identify the tactics youll employ to help them make improvements in each
category. Youll need to collaboratively discuss which Silver Bullets will create the biggest
impact.
Use conservative figures as you fill in the future column. And tell your prospect the
numbers are conservative. The coolest aspect of the Profit Equation Worksheet is that even
a small change in each of the 5 areas in black will make a massive difference in their bottom
line. So tell them explicitly: Look, even if we only make tiny improvements, you can expect
an incredible ROI!
Then, begin coaching them on what youll do with them and how youll do it. Dont hold
back. As you show your passion for the Silver Bullets, theyll begin to understand the impact
you can have on their business.
This is simple, but its definitely an art form. Ive done hundreds of these over the years, and
learning how to demonstrate a powerful ROI takes practice, just like perfecting your golf
swing or tennis serve. The more you do, the more youll become adept at it.
The Profit Equation Worksheet is designed to be pretty self-explanatory...but if youre

struggling to make heads or tails of it, dont worry. Its all covered in the materials provided
with your Coaches Coach monthly subscription. Remember, you can have a FREE 30-day
Trial of The Coaches Coach Monthly Membership. You can claim your Trial membership
by going to this link: http://www.thebusinesscoachsystem.com.
The Profit Equation is the best way to powerfully demonstrate to your clients that your
coaching programs are an irresistibly good investment. Youll be amazed at how well it
works!

ASSIGNMENT:
Get a Complimentary Coaching Session from one of my certified Coaches Coaches.

Im serious. You want to learn how to do it right? You get it FREE because youre a How
to Become a Business Coach customer. Go to http://www.mycoachescoach.com/free-
session to schedule yours now.
If you havent yet, register for your FREE 30-day Trial of the Coaches Coach Monthly
Membership. Enter Special Code BCR in the Special Code box and clicking Apply
before checking out.: http://www.thebusinesscoachsystem.com/.
Before your first face-to-face sales meeting, go over each of the 17 steps in the 100%
Sales Process system.
Take out the Profit Equation worksheet and practice going through it a time or two
with a friend, spouse, or even an imaginary business owner.
Get comfortable with the tools ... then put a smile on your face and have fun!

Chapter 18
Overcoming Objections
The last thing Im going to teach you in the sales and marketing section is:
Overcoming Objections
Why?
Because its quite possibly the most critical skill you can acquire as you implement my
system and build the coaching business of your dreams.
In fact, just this past week, I spent some time on the phone with a coach who was having
trouble converting leads into face to face appointments.
I havent been successful on the phone, he began. I just cant seem to get people interested
in seeing me. Im trying to learn this coaching stuff as fast as I can, but I feel like Im learning
it so slowly. Im an S-C personality profile, so I guess I dont think quickly enough on my
feet.
Red flags were going off in my head like crazy. What a classic case of mental self-sabotage!
He was telling himself he couldnt sell because of his personality...which, of course, was
making it impossible for him to sell!
Im beginning to think Ive made a big mistake, he said. Maybe this isnt really for me.
In my minds eye I could see the heart monitor of his motivation going flat--and I could
hear that awful flat line beeeeeeeeeeep
Well, I thought, Its time to get out the paddles and defibrillate this coach!

So, we started role playing a phone call with me as the prospect from the darkest abyss. I
began drilling him on the following list of objections and he wasnt able to answer a SINGLE
ONE of them with ease!
Here are the Top 11 Objections to Coaching. Chances are, youll run into them regularly:
1. We get calls like this all the time.

2. Everythings going just fine, thanks.
3. Whos this guy and what does he do?
4. Im too busy.
5. Im not interested.
6. I worked with a consultant before who ______ .
7. Im too small.
8. How will he/she do that?
9. What can he/she possibly teach me about the ______ industry?
10. This all sounds great, but I have no money!
11. Send me some information.
Listen, I told him, your ability to get in front of people has NOTHING whatsoever to do
with your personality profile. And it has very little to do with your ability to think quickly,
your knowledge of the coaching system, or your background in sales. And your lack of
confidence is only a symptom of the real problem. The real reason youre having a tough
time getting in front of people is because you dont know how to handle objections!
He was startled. Thats it? he said.
Thats it! I exclaimed. Listen, lets spend a couple of minutes together and Ill tell you
EXACTLY what to do. Got it?
Sure.
Okay, when you first get on the phone, introduce yourself as someone who can teach them
to increase their profits by a certain percentage each year and help them build a team to run
the business for them so they can get back some time for themselves.

From there, theyre going to hit you with one of the Top 11 Objections to Business
Coaching. At that point youve gotta answer the objections EFFORTLESSLY, ask open-
ended questions, and get on with the process of finding their pain!
That sounds simple enough, Eric, he said, but how do I answer them EFFORTLESSLY?
Im glad you asked. Ive got a simple Triple-A formula for overcoming objections. Now
write this down. Its AGREE, ANSWER, ASK.
Okay, he repeated, and I could hear him scribbling. Agree, answer, ask. He paused. What
does that mean?
First, whenever they make an objection, AGREE with it.
Agree with it? But doesnt that shut down the conversation?
I laughed. Youd think so, wouldnt you? But Ive actually found it opens the conversation
up.
How?
Well, think of it this way. When someone disagrees with you, how do you feel?
Defensive, he said.
Exactly. Barriers shoot up like crazy. But when you agree with them, you make them
right--you acknowledge that their perspective is true for them. And Ive found that when
I agree with a prospects perspective, at least momentarily, it diffuses the pressure and the
conversation becomes much more cordial. Make sense?
Well actually...yeah, he said.
Great! I replied. Next, you want to ANSWER their question quickly and honestly.
Quickly and honestly, he repeated. What does that entail, exactly?

Well for one thing, it means you have a positive, succinct response prepared for all the
common objections. You dont want to be caught off-guard--especially if you have trouble
thinking quickly on your feet.
For another, it means you dont want to make stuff up. People can tell when youre B.S.-ing
them. Dont insult them like that.
Sure, I can always tell when salespeople are trying to cover their tracks or making stuff up.
Absolutely. Dont be that guy.
Okay, so AGREE and ANSWER. What was the third one?
ASK, I replied. Ask them a question. This is a phenomenal tactic because they feel like
youve just handed control to them...when really, by asking a good question, youve taken
it--because YOURE the one guiding the conversation.
He considered that for a moment. I think I get it, he said. But could you give me an
example?
Absolutely! I said. Okay, lets say youve just spent a couple of minutes talking with a
prospect. And he says, Everythings going just fine. Why should I bother talking with you?
How should you respond?
He laughed. I dont know, he said. Normally Id just freeze.
Try something like this: You know, thats great! Thats really good to hear! You must be
doing a lot of things right!
And be sincere when you say it. If it were you, how would you respond?
Well, I guess it would catch me off guard. That someone could be so supportive, even when
they were trying to sell me something.
Exactly! I said. Thats the beauty of agreeing! Its a great pressure diffuser.

But I have to do more than just agree. How would I answer?
Right. Well, after you agree, say, I guess the only reason youd talk to me is because I might
be able to help you make things even better.
He thought for a moment. Its simple, direct, he said. I like it!
Good, I laughed. Then throw it back on him. Say, So, are you saying theres nothing that
could be going better in your business? By then, youve impressed him with your support,
diffused pressure, and responded honestly to his direct question. That means hes far more
likely to be open and honest with you back. And how do you suppose hell respond?
Well, if hes being open and honest, hell say something like, Things can always be better,
I suppose.
Exactly. And then you can ask, So what would be the main thing youd like to improve in
your business right now? And off you go into the conversation!
There was a long pause on the other end of the line, as though he was drinking it all in.
I think I can do that, he started slowly. But it will take practice. Any advice in that
department?
Theres a very cool practice routine I learned from Blair Singer at SalesDogs.com, I replied.
And I told him about the following exercise:
Make a list of the most common objections you get when talking with prospects. Keep
a list of objections by your phone, as youre prospecting, and capture them all.
Now, write out a good response to the objections so that youll never again get caught
just winging it. Make sure your responses use my Triple-A formula for overcoming
objections. AGREE, ANSWER, ASK.
Now, give your list of common objections to your spouse, friend, or colleague and have
them read the objections to you one by one.
Make sure that you teach them to listen for all three of the As: AGREE, ANSWER,
ASK.

If you trip, stumble, fumble, or bumble any of the As, make them stop you, repeat the
objection, and let you to try again.
Repeat this drill until you can answer all the objections FLAWLESSLY, one after the next.
Do this regularly, and youll be a MASTER objection handler in just a few weeks! I
exclaimed.
By the time I hung up the phone, my once-discouraged coach was totally revitalized. Thank
you, Eric, he said. I think you just saved my career.
I smiled. Only because I had to learn all this hard way first, I replied. Now go knock em
dead.
ASSIGNMENT:
Do the 4-step process outlined in this chapter to practice handling objections.
Get the Business Coaching Objection Buster Cheat Sheet online at

http://www.mycoachesCoach.com/downloads
No cost, and no obligation. Enjoy!

Section 4 Coaching Clients
So Youve Just Landed That First Client!

Youve used your lead-generation strategies
to bring in a flow of hot prospects. Youve
converted those prospects to 30-minute phone
consultations, then 1-hour face-to-face sales
meetings. And youve just left your meeting
with your first check of $1,500, $3,000, or even
$4,500.
Congratulations! Now what?
Section 4 will teach you exactly how to

coach clients through all their major business
problems, so you can keep them paying for a
long time...not to mention create raving fans
who brag about you to all their friends and
colleagues in the process!

Chapter 19
Positioning Yourself for Success
The most important thing you can do as a coach is to truly position yourself as the expert.
That means trusting yourself and the system to give your clients the right answers at the right
time. It means being prompt, consistent, and firm. It means carrying an aura of confidence.
It also means avoiding a deadly rookie mistake that can completely undermine your
authority in the eyes of your clients faster than almost anything I know:
Over-servicing your clients.
Now I can already hear the protests: But I have to over-deliver or else Ill lose my contracts!
I cant keep clients around unless I hold their hand through the whole process!
Nonsense.
If you really think this way, I suggest you go back and read Chapter 3: Youre a Coach, Not
a Consultant. Because while the temptation to over-service may be strong -- especially
when youre new -- it will only lead to problems. Youll position yourself as some sort of
grunt laborer: NOT a genuine expert.
You have to realize that your time, experience, and expertise are inherently valuable. That
you really CAN make a difference in your clients businesses. And that as a result, you
deserve their undivided attention.
As a business coach, your inventory of time is all youve got. When managed properly, you
can amass an amazing fortune selling it.
When managed improperly, you give away your most valuable resource for free, setting
yourself up as a mere lackey, subject to the whims of the business owner.

So do yourself a favor. When you land your first clients
Dont drive to your clients offices or coffee shops for consultations. Its fine on occasion, but
be sure youre the one calling the shots.
Dont drop everything when they call with a question or a problem; respond quickly to set
up a follow up, but do it on your timetable.
Do coaching sessions over the phone. Face-to-face coaching quadruples the amount of time
it takes to service your clients. Ive found that a 3:1 ratio of on the phone vs. face-to-face
coaching is about right.
By believing in the value of your time and expertise, youll command the kind of respect
you deserve -- the kind of respect that can bring you 6-figure paychecks year in and year
out as a business coach.

Chapter 20
Handling Client Questions and Business Problems
Successfully handling client questions and business problems goes back to the very first step
we discussed: finding a business coaching curriculum that works.
The Coaches Coach system is designed to do just that.
Heres how we teach you to do it.
The 5 Steps to Freedom Coaching System
The 5 Steps to Freedom is the worlds first complete methodology for coaching small to mid-
sized businesses from ground-level to a hands-off source of residual revenue.
Heres a brief overview.

CREATION
This is when your clients are beginning as an

unknown in the marketplace, developing a
viable niche market, and creating a working
prototype of the business model. From there,
you move to...
DISORDER
This is when your clients begin pushing

through the often-bloody battle of becoming
cash-flow positive. They do this by investing and promoting like mad to build brand
awareness and capture market share. Sadly, only a small percentage of businesses make it
past this step -- though, with a good business coach like you on their side, their chances are
greatly improved! Businesses that do survive move to...

CONTROL
This is where your clients convert cash flow into profit by monitoring well-chosen
performance metrics and fine-tuning and adjusting the business model. That leads nicely
into...
PROSPERITY
Your goal here is to help clients reach market domination by optimizing operations for
maximum growth and profitability. Once they do, they can start to enjoy the fruits of their
labor as they head into...
FREEDOM
Your clients final act is to develop a strong core of leaders and invest in expansion through
strategic partnerships, mergers, and acquisitions. At this level, the business owner enjoys
the fruits of his or her labor in the form of free time and free cash flow.
Can you see why this is such a powerful picture and promise for your clients? Can you see
how this methodology helps you coach them from wherever they are now...to a place of
ultimate prosperity and freedom?
But this is only the first part of the process. Because, while the 5 Steps represent an incredible
20,000 foot view -- not to mention a powerful vocabulary for describing and defining each
phase -- they dont get into the WHAT-TO-DOs and HOW-TO-DO-ITs.
Thats what the second part of the system is all about...
The Silver Bullets In Action
Remember the Silver Bullets from Chapter 16? Well, the Silver Bullets are much more
than a simple sales strategy. Theyre also a step-by-step action guide to help your clients
move from one phase to the next.
Heres how the Silver Bullets fit in...

Silver Bullets at the CREATION Phase
You know youve got a CREATION level business if your client hasnt established a profitable
niche in their target market and arent executing against a solid business plan to surpass
their break-even point quickly.
As a business coach, youll be focused on helping these clients identify their best long term
profit generating niche and execute a plan to exploit it.
This step is all about research, modeling, and creating the business prototype.
Every CREATION level business needs these Silver Bullets:

Unique Selling Proposition and Guarantee
Current Business Plan
Break Even Plan
Youll coach your clients through the process of identifying a credible and convincing
Unique Selling Proposition and Guarantee and developing a Current Business Plan to
ensure that theyre adequately capitalized, both financially, and emotionally. With this
foundation in place, youll focus all of their energy and resources on achieving their Break-
Even Plan as quickly as possible.

Now, sometimes businesses that have advanced to one of the higher levels will backslide
even to the Creation level because of changes in the market or environment. So, its not just
new businesses that need these 3 Silver Bullets. Sometimes even established businesses need
to reinvent themselves by deploying these 3 Silver Bullets.
Silver Bullets at the DISORDER Phase
A DISORDER level business is easily identified by the red ink bleeding all over the place.
As a business coach, youll be focused on helping these clients generate profitable revenue
as fast as possible.
This step is all about investing, driving, and growing the business.
Every DISORDER level business needs these Silver Bullets:

Revenue and Profit Budget
Tactical Marketing Plan
Sales Management System
Team Building System.

Youll coach your clients by helping them build an achievable Revenue and Profit Budget to
execute against. Youll help them create a Tactical Marketing Plan to generate opportunities
with new and existing customers and implement a Sales Management System to produce a
high-performance sales team that delivers results.
Youll also introduce a Team Building System to align the entire team with the mission of
the company and introduce basic relational skills so they dont blow apart as they move
through this stressful, painful level!
Silver Bullets at the CONTROL Phase
You know youve got a Control level business when theres positive cash flow.
WOO HOO!
Without your help as a coach, many businesses will never reach this stage and those that
do, squander the opportunity created by positive cash flow and become bloated and top-
heavy, eventually losing more money than they ever make.

As a business coach, youll be focused on helping these clients wisely manage their cash and
leverage it for growth by developing systems and teams.
This step is all about positive cash-flow, monitoring the numbers, and adjusting the business
model accordingly.
Every CONTROL level business needs these Silver Bullets:

Cash Gap Plan
Employee Acquisition Plan
Psychometric Profiling Process
Key Performance Indicators System
Performance Incentive Plan
Youll coach your clients through the implementation of quality Cash Gap Plan to ensure
adequate working capital. Youll also help them roll out an Employee Acquisition Plan and
Psychometric Profiling Process to attract high quality team members. These team members
will be deployed in the business in pursuit of value-added results measured by a Key
Performance Indicator System and backed by a Performance Incentive Plan designed to
motivate and drive the team to deliver the highest level of performance.

Silver Bullets at the PROSPERITY Phase
You know youve got a PROSPERITY level business when the profitability has been carefully
managed to produce real momentum in the market and the business has taken on a life of
its own beyond the business owners personality.
As a business coach, youll be focused on helping these clients develop the kind of efficient,
profitable managerial infrastructure that will allow the business to go the distance and
become a valuable, marketable asset, rather than just a job for the business owner and his
or her family.
This step is all about creating economies of scale, investing in growth opportunities, and
paying off high interest obligations.
Every PROSPERITY level business needs these Silver Bullets:

Strategic Plan
Team Meeting Rhythm
Time Management Plan
Organizational Plan
Operations and Training Manual
Lean Manufacturing Program
Youll coach your clients by guiding them through the creation of a Strategic Plan, Team
Meeting Rhythm, and Time Management Plan to align the energy and resources of the
entire team around the vision and quarterly strategic objectives of the company.
Youll also drive your clients profitability of your by helping them implement an
Organizational Plan, Operations and Training Manual, and Lean Manufacturing Program
to maximize the efficiency and profitability of the business.

Silver Bullets at the FREEDOM Phase
You know youve got a FREEDOM level business when its generating lots of free cash flow
and the owner is beginning to enjoy a quality life-style as the business runs with minimal
effort.
As a business coach, youll be focused on helping these clients turn the business into a
passive income generating machine by developing and empowering a solid management
team of potential successors to pursue new markets and opportunities.
This step is all about reproducing the successes of the business through the acquisition of
vehicles to enter new markets while empowering the business owner to enjoy the harvest of
free cash-flow and free time.
Every FREEDOM level business needs these Silver Bullets:

Apprentice Plan
Leadership Development Plan
Comprehensive Exit Strategy
Youll coach your clients through implementation of an Apprenticeship Plan and a

Leadership Development Plan to prepare the managerial team to run the business on behalf

of the owner(s). You might even coach the business owner through the process of executing
a Comprehensive Exit Strategy culminating in the sale of the business!
This kind of approach will help you take clients from ANY category, and move them quickly
and methodically along until they have a cash and freedom-generating machine!
ASSIGNMENT:
If you havent yet, register for your FREE 30-day Trial of the Coaches Coach Monthly
Membership, click here: http://www.thebusinesscoachsystem.com/.
Download the training MP3s on the 21 Silver Bullets and the 5 Steps to Freedom.
Listen intently, take notes.
Write up a brief summary of the 21 Silver Bullets and the 5 Steps to Freedom in your
own words to be sure youve properly assimilated the information.

Chapter 21
10 Commandments of Customer Service and
Handling Problem Clients
Over the years, Ive developed an obsession with client service. I figure the #1 thing I can do
to create client loyalty is deliver MASSIVE value to my clients as fast as possible.
So I developed the 10 Commandments of Customer Service. Follow them, and youll have
clients eating out of your hands:
1. Dont expect your clients to tolerate client service mistakes.

2. Always do what you say you will do when you say you will do it.
3. Never, ever make a promise that youre not absolutely sure you can keep because
promise-breaking is the same as lying.
4. Never try to remember your promises. Write them on a task list.
5. Remember that unacknowledged communication is the most profound from of
disrespect.
6. Reply to every inbound email or phone call within half the time your clients expect
you to reply.
7. Review your task list before the end of the day to make sure you havent broken any
promises.
8. If it appears that you wont be able to keep a promise, re-negotiate before the deadline.
9. Always use auto-responders and voice mail messages to communicate your absence so
you dont appear non-responsive.
10. Communication technology problems are never acceptable excuses for breaking
promises so make sure your technology is working.
Of course, every now and then, youll run into a client who is just a pain to work with. You
can usually prevent this from happening by obeying the 10 Commandments. Sometimes,
though, no matter what you do, theyre still obnoxious and unyielding. Thats when you
have a decision to make:

Is the money theyre paying me worth the hassles theyre creating?
Every once in a while, I have to fire a client. Its rare, but it happens. So remember: If someone
just isnt jiving with you, or if theyre abusive or otherwise causing you undue emotional
distress, its okay to pull the plug. Just keep in mind that if you find yourself doing this a lot,
the problem is probably YOU.
ASSIGNMENT:
Type up the 10 Commandments of Customer Service.

Put them in a prominent place in your office.
Refer to them often when you sign new clients or run into problems.
Ask yourself how you can improve in each of the areas.

Section 5 Building The Business
So Now You Know How to Set-up

Your Business, Get New Clients, and
Coach Them!
Whats next? Building a long-term business that

pays you dividends...just like the businesses
youre helping your clients build!
You see, I hope by now you realize that my

success story wasnt anything magical. It wasnt
luck, it wasnt skill, it wasnt experience, and it
wasnt talent.
It was good old fashioned trial and error.
But the difference between me and other

business coaches who havent been so
successful is that I worked extraordinarily
hard, erred extraordinarily often...and learned
extraordinarily fast as a result.

I documented everything I did. When it failed, I threw it out. When it worked, I kept
going, expanding my knowledge and experience as I went.
I developed SYSTEMS around the successful strategies I discovered. Like my 7 Lead

Generation strategies, 100% Sales Process, 21 Silver Bullets, my 5 Steps to Freedom, my 10
Commandments of Customer Service, and hundreds of other scripts, templates, and tools
I just dont have the space to share with you here (but are available with your Coaches
Coach monthly subscription).
Over time, I realized that I had stumbled upon something special in the way we were
building our business.
Eventually, I organized this massive collection of coaching materials and protocols into
the most comprehensive yet easy to use business coaching methodology in the world. And
then I copyrighted it.
Thats because I knew that my goal was to move from a ONE PERSON SHOW to a full-
fledged firm with multiple coaches and a functioning business that brought in revenue I
could enjoy... WITH OR WITHOUT MY DAILY INVOLVEMENT.
Now thats freedom. Would you like to learn to do the same? Then stick with me, because
thats what this section is all about...

Chapter 22
A Firm That Runs Without You
A couple years ago, I came across an article from the Harvard Business Review that inspired
the development of what I now call the Firm Profitability Dependency Chain. The theory
says that building a profitable coaching firm is based on 7 essential links.
As I thought about how I built my original coaching firm, I began to see that anyone can do
this if they build each of these simple links.
But like a chain, if any of these links are severed, the whole thing falls apart.
I call the links dependencies because the weight of each successive link hangs on the one
before it.
And if you want to build a hands-free firm, this is what you have to do
We begin with...
LINK 7: Fantastic Profitability
Obviously, this is our goal. Its been fascinating to observe the incredible variety of answers
I get when the following question I ask aspiring firm builders: What do you believe is the
single most important driver in firm profitability?
No one ever gives the right answer--which is...
Link 6: Low Client Acquisition Cost
The fact is, its impossible to build a wonderfully profitable firm capable of delivering
completely passive income if your client acquisition costs are out of control!

Making money as a firm-owner is all about driving down your marketing and sales costs.
The most common (though not necessarily the easiest) ways to do this are as follows: getting
the majority of your clients through referrals and strategic alliances, servicing ever-higher
quality (which equals better paying!) clients, and keeping these clients longer and longer.
So, what does it take to achieve this?
Link 5: Raving Fans
Over the last several years of firm-building, I found that until you develop a robust
reputation in your community as a genuinely great coach who delivers substantially MORE
value to your clients than your services cost, youll never be reward by your community
with an abundance of revenue that you invest almost no cash to produce.
Obviously, in the early stages of developing your business, youll have to invest tons of
money in higher-cost marketing strategies, but this must be reduced over time if you hope
to make great margins!
So how do you develop an army of raving fans?
Youve got to deliver...
Link 4: Effective Coaching

You see, business owners will give you about 3 months to prove the value of coaching. By
then, they better have a fatter bank account or its game over.
So how do you deliver effective coaching?
Obviously, you need...
Link 3: High Quality Coaches
No mystery here. It takes a great coach to deliver great value to produce an army of Raving
Fans.

When youre building a firm, you dont have the time and cash flow to hire mediocre coaches
and wait a couple years to become the kind of leaders they need to be to keep great clients.
Every respected authority on building great companies agrees that the ability to attract and
retain high quality human capital is THE competitive edge in the increasingly knowledge-
based economies of the 21st century.
Do you honestly believe our industry is exempt from this universally espoused business
axiom? Not a chance. So, given that, whats the single most important requirement for on-
boarding and retaining such top-shelf talent? Easy.
Link 2: Massive Cash Flow
Trying to recruit a top-gun business coach wont be easy without cash. You need great cash
flow so you can afford to pay your coaches a compensation package comparable to what
theyll be leaving.
AND, just as importantly, there needs to be a big upside. Thats why were big believers in
revenue percentage splits as a compensation model. Its the only model thats ever worked in
building coaching firms around the world. Great coaches never have to leave a firm if they
can grow their income and eventually buy into the firm they helped build--or even multiply
it over and over.
But, how do you get this wonderful cash flow to build an amazing team?
Well, again, its pretty simple, though not easy.
Link 1: Personal Coaching Success
I dont believe youve really mastered this business to the level required to build a great firm
until youve hit 6-figures and stayed there for a while. What must you do to be a 6-figure
coach? You must consistently deliver high value coaching services in your market until your
market is willing to reward you with ever more clients, who pay ever more money, for ever-
less effort on your part.
And when this starts to happen, its magic!

So, there you have it: the 7 Links in the Firm Profitability Dependency Chain. Break any
of these links and youll never generate the passive income you crave.
On the other hand, construct these links successfully and youre on your way to a
fantastic, profitable firm--and then youll be able to create your dream business as well.
I want to share with you my journey through the business coaching industry. I dont share
this with you to in any way brag. I want you to see what is possible for someone with no
previous skills, but a genuine determination to learn the business coaching industry. These
same kinds of results (and more) are possible for you if you are willing to stick with it and
master each link in the Firm Profitability Dependency Chain.
Whenever I look back on my humble beginnings I feel a twinge of emotion. When I

depleted my entire lifes savings to begin a coaching business on a crazy whim...when I was
kicked out of my clients office and stood out on the street, wondering what on earth could
be worse...when I finally landed my first real sale...
It hurt like heck for a while there, but it was all worth it.
In 2002, I hit $25,000 per month.

In 2003, I nailed $40,000 and added my first
associate coach. That year, I banked over
$400,000 in revenue AND took a total of 8
weeks off from my business. I was cash rich
and time rich, too!
In late 2004, I banked my first $85,000
month.
Here are some of the awards I picked up along

the way:
2004 Awarded North American AND

Global Coach of the Year by a prominent business coaching franchisor
2004 Vanguard Ministries, Excellence in Leadership Innovation Award
2005 International Franchising Association, Franchisee of the Year
(www.franchise.org)

Here I am in 2004 receiving the Franchisee of the Year from the International Franchising
Association. (www.franchise.org) This was a pretty amazing honor because the IFA is the
most respected trade association for the international franchising community on the planet.
Then, in 2005, I sold the firm and my
franchises for $1 million dollars to
four of my seven associates, realizing
an 800% return on invested capital
and completing the first successful
transfer of a business coaching firm
as a going concern in the history of
the franchise system.
I had built the largest and most

profitable business coaching firm
in North America with an average
annual growth rate of 140%, $1.1 million dollars in annual revenue, and more than 20%
discretionary cash flow.
But thats not the end of the story. Since 2005, Lancaster Coaching Practice has continued to
produce $1 Million+ each year. Even through one of the worst recessions in recent history,
the system we developed was powerful enough to keep leads, clients, and cash flow pouring
in!
Take a look at this chart to see how successful LCP has been...without me:

Since I sold my firm, the LCP has maintained the same run rate for nearly 5 years using the
systems that I implemented. Since then, Ive coached and trained hundreds of independent
business coaches and business coaching franchisees and franchisors.
One of my coolest accomplishments over the last few years is what happened when I began
working with a failing business coaching brand in early 2008. Using the EXACT system now
available in its entirety through the Coaches Coach Monthly Membership, this particular
brand became one of the hottest-selling business coaching franchises in the country within
just 18 months!
Before, we introduced my system into the franchise, the franchisees were failing at a dismal
rate of 57%. After I got through with them, wed knocked it all the way down to 4%. Because
of this, we doubled sales and quadrupled coaching royalty revenue--all in a period of just
one and a half year.
Have a look at this graph and check out the difference my system made!

The turnaround of this franchise taught me this important lesson: the systems I first
developed just for myself are almost universally effective. Success as a business coach is much
easier to achieve when you have a completely organized and easy-to-follow methodology
for acquiring and coaching clients.
And thats the very last thing Id like to share with you
You Can Do This!

Coaching for Coaches

How to Get Personal Help from a Master Business
Coach Whos Been There, Done That...
Were nearing the end of our journey together. But since weve covered lots of information
in an incredibly short period of time, I want to summarize everything I told you to be sure
you understand the most critical parts.
This way, you can be empowered in your coaching business to make fast, decisive decisions
and begin to build the practice youve been dreaming of.
First, I hope you realize that YOU are responsible for your own destiny. Your attitude
and your thought-life are single most important things you must master if you want success
in this business.
And if youve decided thats you -- if youve decided you really want it -- then the next step
is to take MASSIVE ACTION.
In this ebook, I taught you

Why business coaching is such an incredible opportunity in a booming industry
How to tell if business coaching is right for you
What a day in the life of a business coach is really like
How to teach business owners to solve their problems and make more money
How to generate more leads than you know how to handle
Secrets for closing business faster than you ever thought possible
What I did to make my first million in just 4 years
The duplicatable process that can help you create complete financial freedom.
Frankly, what Ive revealed in this ebook is a goldmine. If you take these strategies and put
them to work today, I have no doubt youll begin to see success.

But whats wrong with getting there FASTER?
The truth is, what Ive shown you is just the tip of the iceberg. There are hundreds more
shortcuts, secrets, little-known tips and tactics Id love to teach you about how to implement
these principles for incredible growth and profits.
After all, no matter how well-done, an ebook can only get you so far. So consider this your
first glimpse into what is possible in your business and life -- proof that it really is possible
to make more money than you dreamed possible, faster than you even realize.
You just have to duplicate the efforts of someone who has been there, done that.
Thats why Ive decided to do something extraordinary.
For the first time ever, Im going to give a special group of proactive people unprecedented
access to my secret vault of systems, worksheets, ads and processes -- so that YOU can
build a million-dollar coaching firm, just like I did.
I call it my Coaches Coach Membership Service, and its an intensive system that provides
you absolutely everything you need to generate coaching revenue in record time.
Up until now, ONLY my personal clients who have paid me tens of thousands of dollars
have had anything like this.
Now it can be all yours -- for a fraction of the cost.
Of course, Ive got to warn you: that doesnt mean that the Coaches Coach Membership
Service is dirt cheap. Dont get me wrong, Im not going to ask you to sell the farm -- and
its substantially less than youll pay for a business coaching franchise or any other legitimate
business opportunity -- but Im not giving away these secrets, either.
There are three very important reasons why this is so:
FIRST, I need people who are serious. The more serious you are, the better your results will
be. And good results are important to me.

SECOND, the higher the price, the less exposure my secrets get...which means my clients
will make significantly more money with them.
THIRD, THESE STRATEGIES WORK. I can literally help you live the lifestyle youve
always dreamed of. I deserve to be well-paid for my expertise.
(If that last statement made you flinch, then let me tell you right now: business coaching
is NOT for you. Because Im going to teach you how to approach everything from a value-
based position first and foremost. Its one of the major reasons why we make so much
money doing what we do.)
Quite frankly, this has the power to revolutionize your life.
Of course, since youre new to business coaching, I want to make you a special offer: the
opportunity to try before you buy.
Maybe youre on the fence about business coaching. Perhaps youre not sure if my system
is really all its cracked up to be. Maybe you doubt your ability to really make it in this
business.
Whatever it is, I think you deserve a real shot.
So heres what Im going to do: because youre a reader of Business Coaching Riches, you can
have a FREE 30-day Trial of my Coaches Coach Monthly Membership. Use that time to go
through all the material. Learn everything you can. Really sink your teeth into it.
Decide once and for all whether business coaching is right for you.
If not, simply cancel your subscription and you wont be billed for a single penny -- period,
end of story.
If you do decide to make business coaching your new 6-figure career, then well make you
one of our new members, complete with all the material, training, benefits, and one-on-one
help that goes along with it.
I dont think I could be any fairer than that.

So heres what you do.
1. Go to: http://www.thebusinesscoachsystem.com
2. Register for Your Free 30 Day Trial
Then let my system change your life.
Please. Dont wait to get started. You must ACT NOW to create the kind of change in your
life that youre longing for.
Head over to my site immediately and start your 30-day trial.
Youll be glad you did.
Wishing you all the success in this world and the next,
Eric Dombach
President
The Coaches Coach
www.mycoachescoach.com

Ive Packed Everything You Must Know About Building a Successful

Business Coaching Practice Into The Coaches Coach Membership
Portal and Now You Can ACCESS IT ALL for 30 DAYS FREE!
What Youll Get From the System: This System Includes:

Complete System for Building Your The Marketing Machine System
Business 100% Sales Process
Logical, Easy to Follow Process Stunning Seminar System
Step-by-Step Instruction (audios/ 5 Steps to Freedom
videos) 21 Silver Bullets Coaching System
Templates, Scripts, Marketing Tools / Ultimate Business Coaching Bible
Resources
The Fastest Path to a Successful
Coaching Business To Access Your FREE TRIAL, go to:
Community, Support, and Live http://www.thebusinesscoachsystem.com
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HOW TO BECOME A BUSINESS COACH

A Beginners Guide to a 6-Figure Income in Business Coaching

1 Copyright BAI, Inc. All rights reserved.

2 Copyright BAI, Inc. All rights reserved.

How to Become a Business Coach

Cover design by C. Michael Cody

Printed in the United States of America

ALL RIGHTS RESERVED

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I cant wait to see your results!

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Will you be one of them?

Thats what this e-book is all about.

My name is Eric Dombach, an internationally-acclaimed Master Coach. I call myself that

Now dont get me wrong. That was THRILLING.

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But I wasnt done yet.

And you know what?

But it wasnt always that way.

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But then I found the business coaching industry.

Now, I want to share my story.

So stay tuned. This is a ride youll never forget...

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Now, on to chapter one! Enjoy!

When youre ready for your CCS, just go here:

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So far, Ive talked about the business coaching

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My career began simply enough.

Back in the 1990s, I was a 31-year-old pastor in a small congregation in Pennsylvania,

The kids loved it and soon we

It wasnt long before we realized

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Then I stumbled upon an incredible niche Id never even heard of before:

A web-site search for business consulting franchises led me to a prominent business

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I think it can be summed up in one simple sentence:

Business coaching is an incredible lifestyle business.

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Its just the way the world works.

INCREDIBLE RESOURCE: VISION BOOK TEMPLATE

Take some time to do it NOW, before moving on to the next section.

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Consulting vs. Coaching

They are NOT the same.

And believe me, coaching is the far better gig.

Theyre NOT equals -- theyre employees by another name.

Compare that to the world of sports.

Theres a crucial distinction here I hope you havent missed:

You do that, and suddenly youre not a coach anymore.

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Because youre getting them RESULTS.

Thats the beauty of business coaching.

And I hope youre getting pumped up just thinking about it.

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So what does it take to be one of the successful ones?

The Right Psychometric Profile

Regardless of your current level of experience, it is absolutely possible to overcome

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Got it? Good.