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How do you make sure that you are helping your clients succeed? How do you help your clients win? This is Dan Locke. If you don’t know me, we’ve done over a hundred million in coaching and digital core sales. Now, if you are serving so many clients from all the world or you’re working with clients of one on one, it’s so critical that you understand you don’t just give your clients information. You’re not just giving them a course or an event. There’s something else that you have to address. Now, I have been in this industry more than 15 years now. I have trained thousands and thousands and thousands and thousands of clients and students. What I notice is this, when you are just giving people information and content, content never changes lives, giving them content, giving them just how to, or the mechanics on how to do something.

It helps, but it doesn’t change people’s lives. Let me share a quick story with you. Let’s imagine that you have a, a lawn right in the backyard and you saw, Hey, there are some dental lines there and thought, okay, you know what, let me get my landscaper. Let me hire someone. Let’s just mow the lawn. And you told the landscapers, Hey, you know, you saw all these then lines. Let’s just all these weeds. That’s, that’s growing. Let’s just mow the lawn. Right? The landscaper said, okay. And they mow the lawn. Two weeks later, you come back. You’re like, you have twice as, as, as much of these dental lines. And you’re like, what is going on? I thought WEM mow the lawn. But these Wes, they kind of grow back. Okay. You call the landscapers, say, Hey, look at this. What have you done?

Let’s mow the lawn. And they mow the lawn again. Right? And then two weeks later, they come back and you see it. It’s like now it’ four times as much wheat, four times as much dental lines. So like, what is going on here? Didn’t we mold the lawn last time. How come they’re growing back? And the landscaper was like, okay, let me mow the lawn again. And, and, and they mow the lawn. Two weeks later, more dental lines. Now you’re lost. And then you talk to a landscaper and a landscaper said, what you should have done is we should have pulled the weeds out first, right? Pulled the weeds out first from the roots. Then you mold the lawn. Then they don’t come back or they don’t come back as fast. It is the same. When it comes to your coaching program, your training, you have to understand anyone who invest in your coaching program, your consulting, your courses, your events, right?

They have certain programming, certain things, certain biases, right? That are holding them back. If you don’t address those things, they are not going to implement what you teach. Does that make sense? So it’s not just content, but you gotta expand their context. You have to address these concerns that they have these, these programming from the past that they have. I’ll give an example. Whenever I teach closing, before I go into the mechanics on how do you close? What do you say? How do you say it? The scripts, the structure, the strategies. I spend a lot of time before dive into the mechanics of it. The content on context, on the mindset. In fact, I spent a good portion of time on mindset first, because most people cannot sell. Not because they don’t know how to some don’t know how to, but they have negative association with selling.

They’re not comfortable with selling. They think sell is a fall letter word, growing up. They’re thinking about salespeople. They’re slimy. I don’t wanna be one of them. So why would I want to sell? So when they pick up the phone, they are nervous when they pick up the phone, they’re like, oh, I don’t know what to say. When they pick up the phone, they hate rejection because of this programming. So whatever it is that you teach, maybe it’s on relationship. Maybe it’s on marketing. Maybe it’s on sales. Maybe it’s on business. Maybe it’s on fitness. It doesn’t matter. You have to address the mindset first before the mechanic. And that’s how you help your clients win until next time go high ticket.