 So do you mean like a coach already has clients and they have this price increase that they want all their clients to come into like by a certain date? Correct. It's more geared towards like inflation so keep keeping up with inflation so increasing your price to keep up with inflation. Right. Yeah cool. Yeah I mean the thing that I think a lot of trainers don't understand though is like gas, groceries, just life in general it's more expensive and a lot of these coaches though as things are getting more expensive they're keeping their prices the same which means like if you make the same amount here and the cost of living goes up it's like it's going to make it harder to run this full time so it's like at some point you have to be able to raise your price of your services if everyone else is doing it it's like there's no shame in raising your price like in every industry I have seen like long care everything the price has gone up for everything doesn't matter what the industry is so a coach has to be able to increase their price but I know why people don't it's because they're afraid that if I raise my price my clients won't follow me or if I raise my price new people that could work with me won't do it because I'm not confident with that price so that in my opinion like the feedback I get from coaches when we talk about price increase it's that and they think that like if I raise my price my current clients are going to leave because they don't think they'll be able to afford it but the reality is they haven't even ever talked to their clients about the new price about what's included with the new price so it's more about like packaging up whatever the new offer is like nice and neat so the current clients can better understand why it's going to be this much and even the the simple fact of just telling your your customers yeah like inflation is happening like we're our price is going up like it's okay to be honest with people like nothing nothing wrong with that people get it I mean I get emails from or seen notifications from Netflix like they they've increased their price so much over the past two years yes it's almost double now what it used to be and it's like people will continue to pay it if they value it they're not gonna care like people pay a hundred dollars a month for Netflix like they're not gonna care if Netflix keeps raising the prices they value it enough they're gonna keep paying so that's the same way with parents what are your thoughts with it yeah I think I think I agree with you um I think sometimes what coaches is because essentially what it is it's like right it's it's repackaging as you kind of said it's it's not a case of right we keep everything the same but we just increase the price right it's like we change the package and then we increase the price so we add something of value which reflects that price increase yeah and but I think where coaches coaches struggle is that because a lot of them think right okay I've got to raise my price but I keep everything the same yeah and all the major companies out there you know they they increase their price but they'll they'll say why they're doing it yeah yeah yeah like I look at zoom for example like I spend five to six hours per day on zoom talking to coaches they if they raise their price by 200 for a month I would still pay for it because like I look at the updates that they've made over the past literally the past two weeks that are like they save me a ton of time they make my presentations easier to run uh and it's like the the updates that they've made and they have raised their price for the last two years it's like it's totally worth it to keep that product because like they make the the the thing better and kind of like we were saying is like I think coaches are too focused on their current business to where like they don't take a step back and say how can I make this better like how can I how can I have a better product and oftentimes because they're just too busy and they their their heads are just so focused on running the training sessions where they don't unplug and say well how good is this program like what what can I do to make it better and like the second someone does that they can increase the price because like they've actually put some time and thought and energy into well yeah like if I add this this and this is gonna be better for my clients and like yeah they should be able to pay more for this because like I'm giving them this value over here that I haven't given them in the past and you see it all the time in our accelerator program like it's pretty normal that coaches increase their price uh when it's all said and done because like they're that's where they finally take a step back and say all right like yeah if I had this this and this like not only is it gonna be better for the customers but it's like it's gonna be better for the business long term because now these these folks are more committed to the process that we have versus just paying per session or whatever the most coaches are doing right now yeah yeah completely agree so how how do you communicate a price increase to to a to a customer a client parent how would you approach it yeah I think it's good to know what not to do first because everybody honestly everybody does it this way so they'll go on google docs and they'll draft up this email and it will the email will look good it will have the information and then they'll just send it to everyone and the problem with that is like the average person right now can't focus on anything for more than five seconds so if you send this long email even if it's perfect if you send it to a hundred people I would probably expect 20 to 30 people to actually open the email out of that maybe five people read the whole thing so the challenging part of that is if you just email everyone not everyone's going to see it most people won't even read it and now you have a lot of explaining to do to people that open it that have questions and then how are you going to get someone to to pay you more money if they don't even know about the update in the first place so that's most people just do it that way or they or they go to instagram and they put this like like hey we're raising our prices like I have seen coaches do that I mean it's I think that's insane to do it that way like imagine imagine if you're my customer and I'm like like hey tomorrow we're raising our price from $150 per month to 200 per month and then like on the next story you see like Beyonce it's like how is that getting your attention and like you don't know why we're raising the price so it's like what what the heck is this like why am I now paying more so you would have questions about it so the way people do it is very off and like this business it's it's I mean in my opinion it's a relationship business it's like you have to be able to actually like take care of your customers and talk to them and tell them what's going on and like lead them don't don't ask them if they want to do it like tell them why this is happening and tell them a certain date this upgrade is happening and like I mean we have a whole script on that in the accelerator program but like it has to be delivered either one on one in person or over a zoom call or a phone call and I have seen some people literally do that with over 200 people in one week so if you're watching this thinking oh I have 20 people to talk to good like you have 20 people that are paying you right now like take care of your customers and actually talk to them so it's like can't avoid that it's got to talk to people if you send the email or you do the instagram thing expect it to not work because like I have yet to see anyone who tries to make that transition doing it that way where it's like they've converted all of their clients over the new price like it's not going to work that way yeah yeah yeah it's I think it's also a case of knowing your customers yeah um which I think a lot of coaches probably they don't know their customers so like and when I say knowing your customers it's like knowing them on a deeper level um because raising your prices can affect people obviously you know there's the your customers are all going to be a different financial stage so that that could become a massive issue for them but goes back to what you were saying it's about communication right so to communicate it in a way and talk to them you know get on that call speak to them then you can that could be the difference of of them leaving yeah and of them staying because you know something something that you're very good at and I've been working with you for a while he's obviously having different payment options so essentially it's not like the customers paying less right it's just you're spreading out the cost they're still paying what they're supposed to pay but it's helping them with a payment plan right yeah um yeah that's that that's where it's too like if you let's say you've had a customer for three years and they're on that loyalty package where like they they're still paying less than everyone else and and you want to tell them about the new price like I feel like a lot of coaches are they're so uncomfortable just telling people how it is and like if someone is that scared to approach a parent it's like cool well maybe you still give them the old price but like they have to be more committed like they need to sign like a 12 month agreement not this like pay whenever you want type of thing and um that's where I think I mean I when I think of the most successful coaches I've ever worked with the one thing that they all do is like when they make a change they just confront it head on like they don't they don't take forever they don't dilly dally with parents they don't text and and send these weird emails that have the updates it's like they're just very upfront with their customers um and they don't back away from it and that's that to me is the difference between someone that I like is fully committing to make make like a real change in their business versus someone who just kind of wants to do it and they just want to float by with an email and I don't know man I I see people get penalized when they do things halfway that's why uh that's why it's like I would rather you not do it if you're gonna do it halfway then uh because like you're gonna be better off not doing it there's just trying to do it halfway like it like yeah question for you though like the because I think about this probably more than I need to um but sounds warrior yeah so let's let's take the the coach that you know their business has been very stagnant the last two years like they they have clients they're like let's say they're doing it full time they're busy they're they're always training kids um and you know they have this important change that they're trying to make in their business but they've put it off they've delayed they know what they need to do but they just won't do it yet like outside of the strategies that I just talked about like whoop if you're talking to someone on a zoom call and they're like yeah like you know I I know I need to do this but like and they know how to do it but they just haven't done it yet like what what can you tell that person that's just they they've just been on the fence the whole time yeah and they're still coasting in their business still doing the same thing that they were doing two years ago how do you get that person to come to grips with finally making the change it's about confronting the beast yeah I mean you know I think I think at some point it will if you don't confront it it will but it will come back to bite you and it doesn't even have to be like obviously we're talking about business but in your personal life as well if there's something that you haven't confronted or you haven't changed or you haven't done it's always going to be at the back of your mind right you're always going to be thinking about it right whether that be I don't know following up with a parent or getting rid of a bad client right just something that just keeps you keeps keeps you thinking and you know if you don't confront it at the end of the day it's like it's never going to leave you so it is it's tough it's tough because I can think of a few examples when with my with my business and but you have to you have to prioritize and I think you do have to as I said confront it and take care of it because if you don't then it's just it's just going to distract you and I think sometimes I think what we do as humans we always think the worst and I think it's just natural like as business owners we think right if if I say this to a parent they're going to get angry with me and they're going to leave me or if I don't address this issue it's going to get worse or just something like that and we just expect the worst of things and I don't know I don't know I don't know if it's how we are now in society where everything's so exaggerated but some you know sometimes things that you've been putting off when you confront them you realized you know what that wasn't as bad right as I was making it out in my head normally how it is yeah like once you do it like man why didn't do that two years ago yeah yeah yeah it's all mental isn't it yeah and it's funny so this happened uh what's today Wednesday this happened on Friday and my approach now with with people that are like yeah like this is just one example but it's like yeah I know I need to get it set up a membership for my clients but I just I just haven't done it yet and it's too complicated like there's all these objections and we I know we had another chat like maybe a year ago about this like why people don't do that and there's a million reasons why people don't and it's not that they don't know how to do it it's they just haven't done it yet yeah and what I always do now I always I look to have an uncomfortable conversation with the coach and and I say okay cool here's how many clients you're working with right now here's how much money you made last month and here's how much money you lost last month because you don't have to set up the way it should be and then and then I project that out over 12 months and I'm like well here's how much money you're losing over the next year unless you change and then I always ask people like well it's going to be like a $100,000 loss in your business this year so like imagine setting $100,000 on fire like and showing your wife's like imagine lighting $100,000 of your of your money on fire in front of your wife's like what would she say yeah and that's where like then coaches start to realize well yeah this problem is actually a lot bigger than I thought it was and if they take action cool if they don't like that $100,000 turns into $200,000 over two years and $500,000 over five years so it's like it's not oftentimes it's really not like why don't I just don't know how to set it up it's it's more of yeah I just I'm not fully committed to making that change yet because I'm still uncomfortable with the fear like what happens on the other side of this and I mean every time I see people make huge change in their business like they always tell me like yeah like man I should done this two years ago like yeah I know like when we talked two years ago yeah you should have done it done yeah some of these coaches like I've I've had running conversations with some people for seven years now that have yet to still like make changes normal changes that you see coaches make all the time in our program yeah yeah yeah yeah that's crazy to me because like I I don't know if if something's bothering me for five years and I haven't dealt with it yet to me is like a I have these personal demons that I need to deal with and it's like I just can't imagine dealing with something for that long and not handling it it's just yeah in my nature to change the ASAP yeah yeah for me for me when I have something like just something that I need to do I get a massive headache when I get that headache I think to myself right I need to address this now if not this headache isn't gonna go away um because it's just stress building isn't it yeah it's stress building and it's stress that you need to get rid of in order to move on so so yeah I think but again it's all mental I think it's all fear of what if this happens what if and you know usually a big one is the the whole cash like changing from cash to to like doing stuff online and where coaches are you know still operate that cash type of model but they lose so much money every week but it's like I know I'm losing it but I don't want to change right it's and their mind it's still working because they still have some people paying them um yeah I always go back to I don't know if I've ever told you this but I always think of this um this happened in 2018 so at that point I was I had this really nice high school they had this turf field that I used to train from that's where I was running my business from at the time and there was this guy he was like this speed and agility trainer that was out there and the first day that I ever saw him like he had a ton of kids out there I was like wow this guy's like crushing uh they had probably 30 or 40 kids out there I mean like they were taking up most of the field and I was on this other side and we had our kids that we were training but I was noticed that they had a ton of kids there and it was funny because like the next week he had like three kids there and and I was watching him like when I was wrapping up my session I was watching him like he like picked up his stuff he walked over to the parking lot and the parents were there to give him money and in my head I was laughing because I was like man that's what I used to do and I was like well man like he just lost a ton of money today because like last week he had all these people this week he only had three kids and I was like you know let's just say he charged 20 dollars per person I'm just using that as an example like cool today he made 60 bucks but like he actually lost 27 times 20 which is like I don't know close to 600 dollars like he lost 600 dollars a day because he doesn't have one simple thing to have in his business and I just you know I didn't go or tell him hey you need to go do this but like I was just thinking that and every time I would see him it's like his numbers would fluctuate like there'd sometimes be a lot of kids there most time be some kids there and it's like that dude can't like running a business is already stressful in itself like that dude can't do this full time because it's not predictable yeah that's killing him and you know I only saw him out there for six months and then that was it I can guarantee that was one of the reasons why he went out of business and yeah great trainer quite way better trainer than I was uh just didn't have that little thing that makes a huge difference yeah so what why do you think coaches don't change that because they like people know right people aren't stupid they know that that doesn't work right any coach out there listening or watching knows that right I'm running my business like that like we're talking I know that I'm losing money I know that I can't do it full time because of the reasons you just said but why do I keep doing it because they think this is what I figured out and I mean I don't care how this comes across because I know at this point I know it's true they think that because they're a really good coach that they're going to find a way to succeed that's false they they think if I just focus on how good of a coach I am like have you watched field of dreams you know that is yes it's like if you build it they will come it was like the whole part of that movie and that's like the worst mentality to have because yeah you can have a business that's that's great anybody can start a business now but like knowing how to run the business is very different than knowing how to coach and train kids and I mean it sucks to say this out loud but like if if I take two people and one guy is like a great coach like awesome great with kids good communicator with parents good at marketing like the sessions are fun like he has like the coaching side down communication down and I take this other person that like not the best coach like maybe not the best most entertaining person at their sessions maybe they're not even that great at marketing but if I take the first coach and he doesn't understand business and I take the second coach and he does that second coach is going to absolutely smash the coach that is really good at coaching because he has his stuff dialed in like and I've seen this man like I've I personally know people in my area that played professional much better coaches than me like when I when I would watch their sessions would be like dude I wish I had that like energy that like just the command of the session like like I would look at things and be like man like how is this dude not crushing it and it was because like they don't have the business side down and you could be the best trainer in the world you don't understand what you're doing in your business like you're going to think you can just power through by being a good coach but like that's that's not how business works business is not just reward the person that's a good coach like and I see too many people skate through and skate by because they rely on how good of a coach they are and dude I know people that suck at coaching that are incredible business owners that are making six seven figures that and they know they're not that good at coaching like they will admit it and I'll even tell you like I like if I put my ego to the side like I know that when I ran my training program I was I was probably if I had to rank myself probably like like in the top 10 in my area as far as coaching ability but like if I put numbers on the table my academy versus everyone else's academy like my academy there was a point where my academy had more players than most clubs in my area and I will tell you it was because of how great of a coach I was it's like I'm willing to admit I wasn't the best trainer role that's just but yeah I think coaches get that confused they they they think yeah I played it pro or I played college and I have this huge instagram following so I'm just gonna have a six figure business and it's like ah man you're you got to understand what you're doing the business in my opinion first before uh before being a good trainer like that's yeah and but that's that's just through a lot you know thousands of calls and seeing what people are doing and actually coaching people through this like the guys that figure out the business thing then their coaching becomes more magnified because like they they can help more kids and they have committed customers not it's flaky parents that just call them like their domino's pizza which is normal that is right right now that's normal parents do that yeah they order a a skills coach for a day for an hour whenever they want and that's why like there's a huge gap between like 90 of all the coaches and 10 of like people who are killing it that make more money than doctors attorneys engineers like and then there's everyone else and it's because like everyone has that mentality uh but people have to outgrow that or they have to learn at some point otherwise it's gonna be a short career yeah 100 yeah no I I agree and I think it also comes down to how you are in your personal life yeah so how you are in your personal life will depend on how you run your business um so but again it's like okay yeah you played a pro you're a fantastic coach but you know do you have your your business styled in right systems um are you willing to learn as well right are you coachable are you gonna try something new that works that will help you and oh man you're spot on like that's why I mean I spend extremely little time on Instagram but I mean it's shocking like some of these and I don't want to like hammer people when I say this but it's like some of these coaches are so obsessed with themselves to the point where like yes they could make money in this business but they're they're trying to portray this lifestyle of a rich and famous person when in fact they're not rich uh they're trying that you can look famous on Instagram anybody can I mean I could go I could go right now and buy 100 000 followers for like 20 bucks and have all of those people be bots and make it look like I'm the super famous dude when in reality I'm just like normal guy like uh but that's where like especially younger coaches I see they they fall into this trap of like oh I need to make money really quickly and then when they make money they're just like they're reckless