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1:06

What's up pod pals? Everybody, Adam, and

1:08

you're checking out podcasting business school to show

1:10

where I teach podcasters how to love their

1:12

podcast like a hobby and

1:14

build like a business. And today, we're

1:16

talking about a sales

1:19

method comparison, a

1:21

recruiting comparison, I guess.

1:24

And that is the to

1:26

client method versus

1:29

what I love and teach, which is the coaching

1:31

style episode. So We're gonna

1:34

define these what they are and

1:36

kinda clarify because I feel like, you

1:38

know, we're gonna make some money in

1:40

twenty twenty three. If we're gonna make real money,

1:43

like, quarter nine to five type

1:45

of money, then we need to understand

1:47

if few of these strategies more clearly.

1:49

And this is definitely something that we're gonna

1:52

dive deeper into. So as

1:54

we kick off the new year, just

1:56

know that that's something I'm

1:58

really dedicated to

2:01

as far as in twenty twenty three. I want

2:03

you to make money. I'm making money.

2:05

I got a business going freaking

2:08

amazing. Alright? Had another

2:10

personal record paycheck

2:13

year, not just revenue, but paycheck. Here,

2:15

which is awesome, back down

2:17

to a three day work week. And I'm

2:19

doing it all because of the leveraged

2:22

business and leverage lifestyle of podcasting

2:24

has allowed me to create. And

2:26

I'm all about teaching you as much of that

2:29

as I can here in twenty twenty three.

2:31

So with episode three hundred and thirty three, is

2:33

that a lucky number? I don't know. Maybe maybe

2:35

not. Let me know. Hit me in the DMs.

2:37

Let me know. I

2:39

can't wait till podcast have DMs, by the way.

2:41

That would be awesome. Just like Instagram. So,

2:44

guest to client versus coaching

2:46

style episodes. So the

2:48

ultimate goal is podcasters is, you

2:50

know, if we're in business, which

2:53

I would say ninety five percent of podcasters

2:55

are, there's that five percent wanna kinda go out and

2:57

create something. That's cool. You know, good for you,

2:59

but this is called podcasting business

3:01

school. And

3:03

our goal is to increase our sales numbers. Like, we

3:05

want to create a business around

3:08

our show or we wanna use our show to

3:10

grow an existing business or a little

3:12

bit of both. Alright? So

3:15

with that goal in mind, there are a

3:17

couple of techniques out there to help

3:19

you ramp up sales. One is what is

3:21

called the guest to client method.

3:24

And the other is what I've called the coaching style

3:26

episode, you know, not a real fancy name

3:28

or anything, but you guys hear me talk about

3:30

it all the time. So I wanted to compare

3:32

and contrast these and show

3:35

you why I kinda lean towards the coaching

3:37

style episode, but the guest to client may be a great

3:39

fit for some of you. Especially if your if your show

3:41

is very interview heavy. Alright?

3:44

So what exactly is the guest

3:46

to client sales technique.

3:49

And the best way for me to explain

3:51

this is with an example. So let's

3:53

say that you sell services on

3:55

building out a membership platform,

3:57

So you help entrepreneurs build

4:00

a membership offer and a membership

4:02

platform so they can, you know, help monetize

4:05

their brand or whatever. So that's that's what you

4:07

sell. Let's Let's use that in this example.

4:10

Now, let's say you have a

4:12

business or entrepreneurship based

4:14

podcast where you do pretty

4:16

much all interviews. Alright?

4:18

So you're just trying to primarily focus

4:21

on interviews. And

4:23

the goal of a guest to client technique

4:25

with this example would be you're

4:27

gonna try to convert as many of

4:29

those guests into being clients

4:31

for your membership platform build

4:34

out services. So when you have somebody

4:36

sitting that guest seat, the ultimate goal

4:38

is for you to convert them into

4:40

being a client of your

4:42

services. Alright. So

4:45

with like, if you're going, alright, I

4:47

wanna learn how to do this. Is this right

4:49

for me? Is this wrong for me? Like

4:51

typically when you use this technique, you

4:54

will want to set it up a little

4:56

bit in the onboarding for

4:58

the interview. So,

5:00

you know, you asked them the normal interview

5:03

sign up questions. What's your name? What's, you

5:05

know, what are your important links? Where are some topics

5:07

you wanna talk about? Then you would

5:09

wanna have at least one question in there

5:11

that helps you identify whether they're

5:13

a good client for you or not. So

5:15

maybe in this example, you would one of

5:17

the questions would be, do you have a membership

5:20

platform? Are you interested in

5:22

learning how to monetize with a membership platform?

5:24

Yes or no? So you start seeding

5:27

that conversation a little bit by asking

5:29

at least one question that

5:31

will allow you to bring that back up

5:33

later. So usually in the sales sales technique,

5:36

You have them sign up the information. They kinda

5:38

self identify, hey, I would be interested in

5:40

having a conversation about building

5:42

out a membership. Okay? Then you do the

5:44

interview. You're building no like and trust.

5:47

And then after the interview, you

5:49

hey. I mean, when you signed up, you

5:52

mention that you might be interested in

5:54

building out a membership platform.

5:56

That's something that I do. Would you be

5:58

interested to have a conversation about that? So

6:00

that's how that sales technique goes.

6:03

It's converting your guest

6:05

into being a client. Alright.

6:09

Now just to kind of in case this

6:11

is your very first episode of listening to the show,

6:13

welcome. Alright. Welcome. I talk

6:15

about the other side of this

6:17

equation, the coaching style episodes all the

6:19

time. And I do them every single week on

6:21

my Friday podcast audits. So

6:23

you can listen to any of those and and hear me doing

6:26

coaching episodes. But the basic idea

6:29

of a coaching style episode just to be

6:31

able to kind of compare and contrast these two techniques

6:34

is I invite my

6:36

listeners aka you

6:38

onto my show for a podcast audit.

6:41

And I add value, I help

6:43

you figure out how to level up your it's engagement,

6:45

how to level up your download numbers, how to

6:47

level up your monetization opportunities. I

6:50

teach, we go for thirty minutes,

6:52

and I air those as episodes every single

6:54

week on Friday.

6:57

And they do quite well, by the way, you know, shout out

6:59

there by listen the Friday episodes. And

7:01

I know some people only listen to the Friday

7:03

episodes. They don't even wanna listen to me talk solo like

7:05

this. They they want me doing the coaching. And

7:08

I appreciate that. So

7:11

with those, I'm not

7:13

having you know, my listener is the

7:15

guest. And but I

7:17

am the main speaker. So there are,

7:19

you know, as you're probably starting to see,

7:21

there are certain advantages to this

7:23

technique. Alright? So

7:26

here's what I don't like

7:28

about guest decline episodes and why

7:30

I don't do this. Alright?

7:33

First thing is there's no expert positioning

7:36

with the guest to client method. I you

7:38

know, if I'm somebody that's selling

7:40

programs, products, and services, I

7:43

really believe we need to be positioned

7:45

as the expert. And if we are only doing

7:47

interviews, then the other

7:49

person is you

7:51

know, being positioned as the expert.

7:53

And that's, you know, that's what interviews are about.

7:55

The other person's the expert you're kind of learning

7:57

from them. 333 ultimately, if I wanna

7:59

sell my own programs, products, and services, I

8:01

have to have expert positioning on my own show

8:03

or it's really, you know,

8:05

can be a tough road to go down as far as the

8:07

podcast listener buying your program's

8:09

products and services. So that's one thing

8:11

I do not like about guest to client, Sell

8:14

episodes. The second

8:16

thing is just, guess the

8:18

client, that technique feels a little sneaky to

8:20

me because like,

8:23

you're inviting somebody on really,

8:26

like, people who are doing this and doing it

8:28

well at high level, like six figure

8:30

income wise. Their

8:32

only goal is to is to sign those people

8:34

up. Like, that's why they're having them on. And

8:36

they're weeding out the interviews to think, like, okay,

8:39

that that person would be a great a

8:41

great guest, but also they'd be a great

8:43

client. And it's

8:45

I just feels a little bit sneaky to

8:47

me. Like, because when you invite somebody in your

8:49

show, they're probably hyped about being on your show. Maybe

8:51

it's the first time they've been on a podcast.

8:53

They'd see it as an honor. But you're

8:55

kinda like, praying

8:57

on them a little bit and

8:59

using that podcast guesting

9:01

slot as bait. And

9:03

some people are fine with that. And if you're fine with that

9:05

and you're doing this doing it well, then

9:08

just keep doing it. And and you don't have

9:10

to do it in that way. I feel like there's a

9:12

little bit of a hybrid here. But

9:14

just in my heart, that doesn't

9:16

feel good. And I've built my

9:18

whole platform on being open and

9:20

honest and just like a

9:22

value add with no strings attached with

9:24

you all. I couldn't bring myself to

9:26

do this. Alright? So

9:28

it just feels a little sneaky to me. It doesn't

9:31

vibe with the way that I like to

9:33

create content and communicate. But

9:35

again, I feel like you could tweak a few

9:37

things, and we'll talk about that. And then it's not

9:39

quite as slimy. The

9:42

third thing is that it's sales

9:44

focus instead of audience and community focus.

9:46

So again, it's all about

9:48

making the sale for that person that's in the

9:50

guesting seat. I know some

9:52

people that use this and they only

9:54

do interviews and they've done lots and

9:56

lots and lots and they make a lot of

9:58

money. And straight up. I

10:00

don't care about my download numbers. I

10:02

don't care about any sort of audience

10:04

growth, no sort of audience

10:07

community building, none of that

10:09

matters. They just want to rifle people through that

10:11

guest seat and sign as many of those people up

10:13

as possible for their their service.

10:15

Alright? So I don't know.

10:17

I'm a community builder. Yeah. Again,

10:19

this isn't necessarily like, oh, this

10:21

is evil or bad or or

10:24

slimy. It's just that's how it

10:26

kinda feels it just goes against the

10:28

grain of my natural personality

10:30

and sales style and

10:32

community building. Like, I love building

10:34

community. And I love interacting with

10:36

you all and that's a huge part of the

10:38

why for me behind doing this

10:40

show. Alright. So those are three reasons

10:42

why I don't really

10:44

enjoy or use guest

10:46

to client style episodes. I've

10:48

tried it. I had people I hired

10:50

people. They they coached me on it,

10:52

and I don't know. It just

10:54

didn't fit. Alright? Okay. So

10:56

what I love about coaching style

10:58

up, so it's just for some biased

11:00

comparison. I guess it

11:02

should say. The hundred

11:04

percent expert positioning. You don't

11:06

get better expert positioning than you

11:09

doing live coaching on

11:12

your show with

11:14

your audience members. Alright.

11:16

With people that could be ideal clients,

11:18

you know. I do have people that

11:20

do podcast audits. I have a high percentage

11:22

of people that do podcast audits and they

11:24

hire me in some way, shape, or form.

11:26

I am one thousand percent

11:29

okay with it just being that

11:31

one off conversation. And I don't get any

11:33

financial gain out that's the mindset I go

11:35

into it with. I'm not like, how can I convert this

11:37

person? How many can I convert? No.

11:39

I'm just like, I

11:41

don't got time for that. I work three days a week. I don't have time to

11:43

go out and and chase people down and like do

11:45

all this fancy sales stuff. I'm like, I'm

11:47

gonna give my best get

11:49

them in my world. If it makes sense, they will stay in my

11:51

world. And when the time is right, they

11:54

will buy. If it makes sense. If I do

11:56

my job, if I add enough value and they see the

11:58

value and laying down that

12:00

credit card and investing, then they'll do it.

12:02

And if not, they won't. Cool.

12:04

Alright. Let's just focus on adding value.

12:06

So again, a hundred percent

12:08

expert positioning. I like that you're

12:10

building relationships with potential

12:13

ideal clients. So

12:15

Like with the guest, the

12:18

client, that person's coming in

12:20

having no idea that that you want them

12:22

to be your client. Like and

12:24

it's just like I feel there's a a

12:26

larger leap for the conversion there.

12:28

There's a it's mostly if

12:30

you don't feel great about selling,

12:34

then guest decline isn't for you. The coaching

12:36

style episode is because, again, some of those

12:38

people convert over, but the

12:40

primary focus is building relationships with

12:42

these people that are audience members that, yeah,

12:44

like all you guys, if you have programs products

12:46

and services to sell, you're my ideal

12:48

clients. Like, I'll just say it

12:50

like it is. Like, I would love to work with any of

12:52

you that are like, yeah, I don't

12:54

wanna make money with sponsors. I wanna make

12:56

money by selling my own stuff.

12:58

And that's kind of that's your wheelhouse. That's my

13:00

wheelhouse. Let's let's have a a

13:02

cold brew coffee together in new business.

13:04

Alright? So when I invite

13:06

any of you onto my show for podcast

13:08

audit, that's me building a

13:10

relationship with you, no strings attached, adding

13:12

value, inviting you deeper into my world,

13:15

creating relationship and let's see where that

13:17

goes. Alright? The

13:20

third thing I love about coaching style episodes

13:22

is that we're primarily focused

13:24

on adding value to your community

13:27

and kind of building

13:29

that community of superfans.

13:32

Leveling people out. These people that really are

13:34

into your stuff, they listen to a ton of your episodes.

13:36

Maybe all of your episodes, you're inviting them on the

13:38

show, you're giving them value, massive

13:40

value with fifteen or

13:42

twenty, twenty five, thirty minutes, and

13:44

you're just dropping knowledge and helping them

13:46

level up. And that

13:48

takes their fandom to super fandom or

13:50

super fandom to super super, super, super,

13:53

and that's awesome. Like you can never go

13:55

wrong with community building. You can never go wrong

13:57

with building relationships, with

13:59

ideal listeners. And

14:01

again, like, you I think one

14:03

of the big things that the

14:05

guest to client people are missing out on,

14:07

like, yeah, every time somebody sits in that

14:09

seat, I can convert them over

14:11

into being a client. 333

14:15

thinking more long term, I

14:17

have a lot of listeners that

14:20

have never gotten in that podcast

14:22

audit seat 333 they

14:24

have converted over to being clients because they

14:26

have heard me over and over

14:28

and over again coaching, coaching,

14:30

coaching. And when the time

14:32

is right, they buy from

14:34

me because they know I'm the right

14:36

coach for them. So the

14:38

leverage of a coaching style episode is

14:40

that expert positioning over

14:42

and over and over again onto

14:44

the show to your dozens, hundreds,

14:47

hopefully, eventually thousands of listeners.

14:50

And now I'm not doing one at

14:52

a time. It's one to many.

14:54

Right? I think that's the biggest business

14:57

advantage, but you gotta think long term. A lot of people are

14:59

just writing that immediate conversion, oh, I

15:01

can sell my A5K

15:03

thing to every person that sits

15:05

in that guest seat. Okay? You get

15:07

how many conversations you gotta do for

15:09

that? Where you could do coaching cell episodes

15:11

still convert people over, but also

15:13

with the expert positioning and the

15:15

leverage of your podcast and

15:17

everybody hearing you as the

15:19

expert on your own show

15:22

and seeing that type of exponential

15:25

conversion happen. Alright? It's

15:27

a long term play. And sometimes

15:29

they get clients, they'll try a few coaching

15:31

episodes, so nobody converted. And I'm

15:33

like, you gotta go for six months. You

15:35

gotta go for nine months. You gotta go for a

15:37

freaking year or longer at

15:39

week after week after week after

15:41

week after week. And all of

15:43

a sudden, that hockey stick

15:45

growth starts to happen. Like, wow.

15:47

All these people are converting over into my

15:49

latest thing that I just promoted. Why

15:51

is that? And because of the

15:53

expert positioning. And you put the right

15:55

offer in front of all these people that have had so

15:57

many value add exposure points through

15:59

your show, they're ready to rock.

16:01

Alright? So I profess my love

16:03

for this. Now if you're like, alright, I kinda

16:05

wanna do I do interviews. If you do

16:07

interviews, you can kind of

16:09

put this guest to client hat

16:11

on a little bit. And

16:14

so if you are wanting to

16:16

explore that, I definitely think when

16:18

you look at your guest, you

16:20

have to think about the service that you offer.

16:23

And if they they are like a

16:25

home run, like, yes, they definitely

16:28

need my service. So maybe you build

16:30

out websites and you're having

16:32

somebody on that they wrote a book that you

16:34

love and you're having them on your

16:36

show, and then you go to their website, like, wow, the

16:38

website really sucks. I could totally help them

16:40

out. I love this person. I love their

16:42

content. They're gonna get so much value if

16:44

I were to help them out with the website,

16:46

then, you know, you have that conversation.

16:49

What I would do is

16:51

kinda keep that on your radar. Every

16:53

guest won't be there. Do not

16:55

force it and be and just like,

16:57

it's gonna feel terrible. If somebody, you

17:00

know, you have somebody

17:02

really, you know, look up to on your show

17:04

and then you're trying to sell them on some stuff at the

17:06

end, that that's not gonna feel good.

17:08

That's not gonna look good. But,

17:10

like, in your guest registration

17:12

process, you could ask those questions.

17:15

You know, do you have any

17:17

needs with your website? Please list

17:20

below. This is a service provider. Whatever

17:22

your service is, kinda

17:24

have some sort of opt in. Would you like to learn

17:26

more about how I help blah blah blah?

17:28

And if they say yes, then they

17:30

gave you a reason to follow-up. And I would just simply

17:32

keep it to that. And if

17:34

you do interviews, that's something that you could do to increase your sales a

17:36

little bit. So you could do both of

17:38

these. Like, you guys all know

17:41

I don't do a whole lot of interviews. But let's

17:43

use this as an example. My friend

17:46

Meredith from the Meredith for real, the curious

17:48

introvert pod Gas. She's coming up here in

17:50

a few weeks for an episode

17:52

about being a paid podcast

17:55

host host for Hire. So you can

17:57

hire Meredith to host your podcast

17:59

for you as far as like she's the

18:01

talent. Alright? And so

18:03

somebody like her, she's got an interview

18:05

based show that has nothing to do with

18:07

hosting podcasts. Or any of that.

18:09

But if she has somebody a

18:11

guest on her show, like a

18:13

business or something like

18:15

that, she could in her sign up

18:17

process, she could put a question that's like, have you

18:19

ever thought about launching

18:22

a podcast? you

18:24

need someone to host that show for you?

18:26

Yes or no? And they were, like, just some sort of

18:28

question like that. Well, all that if they're not

18:30

interested or not, they never thought about that, all the

18:32

news, but no no big deal. But they say

18:34

yes. Alright. Let's have a

18:36

conversation. So there's one

18:38

example of that. Alright.

18:40

So hopefully, I've broken down

18:42

the guest to client versus the coaching style episodes.

18:45

If you are kind

18:47

of team coaching style episode, like

18:49

I am, next week, I'm gonna

18:51

drop a huge episode

18:53

on mistakes to avoid when

18:55

doing coaching style episodes because

18:58

And I see a lot of you, you know,

19:01

out there trying this. I wholeheartedly

19:03

encourage it. Like, I want you doing these

19:05

these types of episodes. There's

19:07

no bigger compliment to me than when somebody

19:09

sees something I'm doing, and they try it out. I'm

19:11

like, yes. Go for it. But I'm

19:13

seeing mistakes podcast. So I

19:16

am going to drop mega

19:18

tips on some mistakes to avoid how

19:20

to fix them. And if you're

19:22

already making them so can

19:24

really nail the process with

19:26

your coaching style episodes. Now,

19:28

last thing before I let you go

19:31

January seventeenth. It's coming up. A couple of weeks

19:33

here, we are launching my next

19:35

free challenge. It's the free three week

19:38

coaching and consulting offer, think

19:40

tank And I'm gonna show

19:42

you how to brand your coaching

19:44

and or consulting offer to track your ideal clients.

19:46

I'm gonna show you how to package that sucker.

19:48

How to price it. People suck at pricing. I'm

19:51

getting much, much better at it. I'm gonna show you how to

19:53

get better at it too. And then how to use

19:55

your podcast to sell this

19:57

offer. So If you have a current

19:59

coaching and consulting offer and you wanna

20:01

optimize it so that more of your podcast

20:03

listeners are likely to purchase that

20:05

from you, this is a great free

20:07

challenge. If you are

20:09

somebody that has never

20:11

considered it, but now you're, like, open to the

20:13

idea of having a coaching offering

20:16

offer. Definitely getting this

20:18

challenge. The link is in the show

20:20

notes. You can go to the main website podcasting

20:22

business dot school WWW dot

20:25

podcasting business dot school. This is gonna

20:27

be awesome. I'm gonna make some people some damn money with

20:29

this. And I predict

20:32

that at least a quarter

20:34

of the people, especially if you already have a

20:36

coaching consulting offer, about

20:38

a quarter of those people, make

20:40

money from what I teach you before

20:42

the three weeks is up. Alright.

20:44

It's free. So all you gotta do is show

20:46

up. I'm spending three weeks with

20:48

you on mapping out all the lessons

20:50

and all the stuff I'm gonna do with my

20:52

live stream training this week.

20:54

I'm really excited about it.

20:57

So, yeah, get in there. The link is in the show notes. The link is

20:59

on the main website podcasting business

21:01

dot school. Lots and

21:03

lots of things

21:05

to teach you here in twenty twenty three as we kick

21:07

it off about making money,

21:09

making real money, not

21:12

three dollar mushroom coffee affiliate

21:14

commission. Oh my god. I made money as a podcaster.

21:16

Alright. Now let's level up. This is

21:18

the year to level up your

21:21

thinking about what is possible, even

21:23

part time. Alright? This is

21:25

the year where we go from just

21:28

this dink and dunk affiliate

21:31

income that's a few dollars a

21:33

month into significant

21:35

income, a thousand bucks a month, two

21:38

thousand half, you've replaced half your income. You've fully

21:40

replaced your income. You're thinking about transitioning

21:42

out of your nine to five. You're

21:44

thinking about hiring a VA or staff

21:46

for the first time. Like

21:48

you are able to create

21:50

this leverage business and leverage lifestyle

21:52

what I've been able to create for myself

21:54

over the last seven year. So I I really wanna

21:56

drag as many of you along kicking and

21:58

screaming this year as possible

22:00

podpiles. I'm very excited

22:02

about it. And hopefully you are too.

22:04

So listen to the

22:06

outro. If you get more, you know, if you

22:08

just want more information on this

22:10

free challenge that's coming Hopefully,

22:13

you enjoyed the the movie voice

22:15

intro. Again, I worked really hard on that. So please

22:17

listen to the intro. But,

22:19

yeah, January seventeenth, it kicks off. Otherwise,

22:21

I'm gonna send you out into the world wishing you

22:23

health happiness and many downloads. We'll

22:25

see you next time. Hey

22:28

there. Good looking. If you are

22:30

ready to explore the idea of

22:32

monetizing your podcast with a coaching or

22:34

consulting offer, then

22:36

you need get signed up for my free three week

22:38

coaching and consulting offer thing

22:40

tank. I'm gonna teach you how to

22:42

brand, package, price, and

22:44

sell your coaching and consulting offer

22:46

so that more of your podcast super fans

22:48

become your best coaching and consulting

22:51

clients. The free three

22:53

week coaching consultant offer thing

22:55

tank starts on January seventeenth

22:57

twenty twenty three. Use the link in the

22:59

show notes to get signed up or head on over

23:01

to the website WWW dot

23:04

podcasting business dot

23:06

school. That's podcasting

23:09

business dot school.