Latest / The SmallBizChat with Melinda Emerson / How to Build a Group Coaching Program with Chris Williams

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How to Build a Group Coaching Program with Chris Williams · The SmallBizChat with Melinda Emerson

• 0:00
  Three, two, one, zero.
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  Ignition.
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  Lift off.
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  Ending small business failure.
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  Welcome to the Small Biz Chat podcast with the number one small business expert, Melinda
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  Emerson.
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  Melinda's goal is to end small business failure, and she'll give you the information
• 0:23
  you need to succeed and live the life you dream of.
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  Now here's your host, the small biz chat lady herself, Melinda Emerson.
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  Have you subscribed to the small biz chat podcast?
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  Well, it's time.
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  Every Wednesday, we offer listeners bite sized actionable tips to start and grow a successful
• 0:45
  small business.
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  In just twenty minutes or so a week, you can get a ton of insight and resources to propel
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  your business forward.
• 0:53
  Be sure to subscribe to the Small Biz Chat podcast today.
• 0:59
  Hi, everybody.
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  Welcome to another episode of the Small Biz Chat podcast.
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  I'm Melinda Emerson, Small Biz Lady, your host, and I am so excited to be with you all today.
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  We are going to be diving into the world of high impact coaching with someone who has
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  redefined what it means to scale your expertise.
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  But first, let me tell you a little bit about the Small Biz Chat podcast.
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  Here, our mission is to end small business failure.
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  And I bring in amazing experts who give advice from multiple areas that are all about helping
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  you start, grow, and scale a successful business.
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  Now listen, if you are a loyal listener of the Small Bitch Chat podcast, we would love it if
• 1:46
  you would leave us a review on Apple Podcasts or wherever you listen to your favorite
• 1:51
  podcast.
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  Now listen, if you do not like my podcast, please do not be bashing me on the Internet.
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  Keep your opinion to yourself.
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  But if you love it, tell somebody.
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  I would greatly appreciate it.
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  Now let me introduce today's guest.
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  His name is Chris Williams.
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  He is the founder and CEO of Group Coach Nation.
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  There he is, my friend.
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  And he is on a mission to help coaches, trainers, and subject matter experts turn their
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  know how into thriving, high ticket group coaching and mastermind programs.
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  Whether you're exploring your first group or scaling your six, Chris offers practical
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  strategies for creating breakthrough results.
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  And he's here to talk about the art and business of group coaching.
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  For more information, you can go to groupcoachnation.com.
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  Chris, welcome to the Small Biz Chat podcast.
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  Melinda Emerson and all of the Small Biz Lady listeners, it's so freaking fun to be here.
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  Don't y'all just like, I'm sitting there watching Melinda do the intro and talk about
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  the stuff, and it just makes me smile.
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  Like, my cheeks hurting.
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  I've been hanging out with her thirty minutes right before the show, and my cheeks are
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  hurting because we've been smiling so much.
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  Love you so much.
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  So glad you're here.
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  Gosh.
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  Chris, you're like you're like my spirit animal.
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  I swear.
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  Alright.
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  So, Chris, tell us how you got on this journey of being a business coach.
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  Like, how how did it happen?
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  I'm just like every other entrepreneur.
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  I have no freaking idea what I'm doing.
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  I'm just, like, following the little breadcrumbs around.
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  And so I got into being an entrepreneur when I was a kid.
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  I love entrepreneurism.
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  I think it's in my DNA.
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  But where I am now and where I came from, think is a through line I can see looking backwards,
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  but I would have never seen it looking forward.
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  You know what I'm saying, London?
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  You know how that goes.
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  Exactly what you're saying.
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  Yeah, so it's been a great journey.
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  I've done financial advising, I've built a couple of agencies, sold a couple of different
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  things, and I think here's the magic for me.
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  Explaining hard to understand topics and conversations into simple step by step
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  processes is the way my brain works, and that, for me, worked well for coaching and
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  consulting.
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  So I would encourage everybody out there, what is the thing that you're good at?
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  Like, what I did, somebody told me to do this about, like, a decade ago.
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  Send 10 of your friends a text, honest friends, and say, are the best three things about me,
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  and what are the worst three things about me that I could improve on?
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  You gotta have a little thick skin on this one.
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  All of them I won't tell you what they said my weaknesses were.
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  All of them came back and said that I was really good at explaining things and telling
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  stories and giving people an idea and a vision for how to take action.
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  So I was like, that's really good insight.
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  It it helps confirm, okay.
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  What I see about myself isn't just BS, it's like the real thing.
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  I would encourage each of you to do something that simple, ask your people.
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  I love that, I love that.
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  So tell me, had a lot of different, so you're like a super serial entrepreneur it sounds
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  like, but how did you start group coaching it and what made you, you know, how did it lead to
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  Group Coach Nation?
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  Yeah, so I read the book, The four Hour Workweek, Tim Ferriss's book.
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  This is like, I don't know, twelve years ago because I was working seventy plus hours a
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  week.
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  Had a digital agency, digital marketing agency, had just sold the financial firm, was trying to
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  start that thing up.
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  I read it once and thought it was BS, and then I was so desperate to get my life back and my
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  time under control, I read it again.
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  Tim Ferriss, four hour work week.
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  Great read.
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  I, like, mind map what the whole book was saying, and I just did the steps he said to do.
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  And within four months, my income had quadrupled, and I was now working four hours a
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  day instead of, like, twelve to thirteen hour days.
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  Huge change.
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  So what I did is I started taking that, excuse me, I started taking that information and I
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  started hang on just a second.
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  Gotta clear my throat.
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  I'll mute for everybody else because it's not that kind of okay.
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  I'm back.
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  That's the cough and sniff show.
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  That's a different show.
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  What I did is I took that information I learned because people were saying, hey.
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  Can I take you to lunch?
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  Let's go to Starbucks and have coffee.
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  Will you show me what you've done to actually get your life back?
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  And I realized when people started asking me that over and over, I had something of value
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  that I could probably monetize.
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  So I decided to turn my knowledge of how to take my marketing business life and turning it
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  into a smaller, more contained work week and turn that into a group coaching program.
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  Some would call it a mastermind.
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  And I sold my first few seats for like $5,000 a seat, then I got some guts.
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  And I started selling those things for $30,000 a spot for a ninety day program.
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  Can you believe that?
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  Blew my mind.
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  And all of sudden, I realized, oh my gosh, I have a high ticket group coaching program.
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  And I didn't try to build it.
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  It was just like it was me monetizing what people were already asking me about.
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  So about two years into that, more than half the people who owned marketing agencies who had
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  gone through our coaching program, paid $30,000, were asking for the next step.
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  They're saying, Chris, how can I build a coaching program like you've done around their
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  expertise, whatever their expertise was?
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  So we started teaching the process, and that was seven or eight years ago.
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  We haven't looked back since.
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  We've sold the marketing agency, and we have only been teaching people how to build high
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  ticket group coaching programs and masterminds.
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  Chris, tell me something.
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  What do you think is the mindset shift that you have to have to go from one on one to a group
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  coaching situation?
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  It's that you're not that important.
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  And I know that is the opposite thing we want to tell ourselves and our kids.
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  But in business, we often think that we're the most important piece of the puzzle.
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  We are the corner that has to be placed first.
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  And truly, when you move from a done for you or one on one coaching consulting model into a
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  group, you realize it's the group that you put together that actually creates more value for
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  those participants than you ever did.
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  There's so much research around this.
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  We grow and change and adapt five times faster in groups than we do when we're one on one
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  coached.
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  So I would absolutely, all of us, get over ourselves for a second, realize the world's an
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  awesome place with lots of awesome humans, put some awesome ones together who are trying to
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  conquer the same hill and conquer it together.
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  So let's talk about the structure of a high ticket mastermind program or group coaching
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  program.
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  How do you maximize the impact for both yourself and the participants?
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  Because I think people, at first they're like, I don't wanna be in a group.
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  I want you one on one.
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  Hear that constantly, right?
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  And I'm like, I'm really expensive one on one.
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  You'd be better off getting me in the group.
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  But talk to me about how you make it work for them and you?
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  Melinda, we got to where we were charging $2 an hour for one on one calls, and we stopped doing
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  it.
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  We stopped doing it because I realized this a couple years ago.
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  You know how there's like the kid table and the grownup table at the holiday party?
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  Yes.
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  Yeah, and the kid table, inevitably there's like a couple of middle schoolers and
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  elementary kids, and there's the like two two year olds sitting at the table.
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  And that means there's two moms over there who are spoon feeding these two little two year
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  olds.
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  If that's one on one help that you need, then my job might be to have a one on one call or
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  two with you to get you out of the high chair, but we gotta get to the grown up table.
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  And that is how we do it because we know, I know by the data and I know by hundreds of
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  examples now that we've been doing this for years, that you're way better off being in a
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  group of the right people than you ever are one on one.
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  I think that was really powerful what you just said.
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  You'll learn more faster in the group than you will one on one.
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  Yeah, and there is a time and place where someone needs a little spoon feeding, but we
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  gotta quit being two year olds.
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  Let's step up, be authentic, be accountable, do this with a community, and all of a sudden,
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  your results will go through the roof.
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  If you just simply don't allow it anymore, people that really wanna talk to you will
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  figure Yeah.
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  We stopped.
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  We stopped because I realized from an integrity standpoint that we were doing as a team the
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  wrong thing for the one on one participants.
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  They simply were not going as fast.
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  They were paying a ton of money and not getting the results as fast.
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  So, okay, so I'm a coach, I'm deciding that I wanna create my first group coaching program.
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  How do I figure out the right price point?
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  When you introduced yourself, you talked about how you charged $5 a person and then you
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  finally got your courage up and charged $30 a person.
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  Let's talk about that because $30 a person for a ninety day program is like, I think you made
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  some people's brain cells explode when you said that at first.
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  Break it down for us.
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  How get do the right pricing that
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  It's feels super good simple.
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  For Yeah, everybody thinks it's rocket science.
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  It's not, it's just a little simple math.
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  So here's what I started realizing in our group coaching program for these agency leaders, the
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  first one we're doing.
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  People were getting a 3 to $500,000 uptick in their businesses within six months of working
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  with us, k?
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  They're joining a ninety day program.
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  They go through the program, and within six months of them joining that program, so they're
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  in for ninety days and they got three months on their own.
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  Within six months span, they're making an extra 3 to $500,000, and most of them were cutting
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  their work time in half.
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  So all I'm doing, three hundred to five hundred thousand dollars, all I'm doing is charging 10%
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  of the value they're going to get.
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  Well, that's great when you have data, but like your first one, your first one.
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  That's why I did $5,000 because I was chicken.
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  But here's the thing, three people who had done a similar model before me all told me, Chris,
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  don't charge less than 25.
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  You should be between 25 and 50 k.
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  I didn't have the guts to do it.
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  They all had the data already.
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  They're like, Chris, if you teach people to do these things, they'll get their life back and
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  they'll get their money up.
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  And so I was like, yeah, whatever, but but what about me?
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  I should have trusted people who had gone before me and already built the machine.
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  Like, Melinda, people lean on you to figure out how to actually close a lot of deals.
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  And and here's the truth.
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  For all of you listeners who are like, I don't know.
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  Should I hire Melinda or not?
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  Here's the truth about people who hire or don't hire coaches.
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  You don't hire a coach when you think you can do it yourself, and you hire a coach ten years
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  later when you realize you just wanna solve the problem.
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  And and that's why you hire Melinda.
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  That's why people were hiring me.
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  I just didn't have the guts to do what somebody who'd had success before me told me to do.
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  And so I ended up not making as much money, taking longer, and not following advice.
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  I've quit doing that since then.
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  I pretty much follow advice now.
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  Right, you only have to pay the expensive lessons a couple times before you finally
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  learn, yes?
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  Hopefully.
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  I think I pay more than most, but I'm a little harder headed than most too, so don't be like
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  me.
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  I don't know, I think I'm in that boat with the other oar rowing.
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  When So you decide that you want to launch your group coaching program, like what are the right
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  marketing channels to kinda think about if you're now saying, hey, I'm doing this thing
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  over here.
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  I know I've been doing this thing for the last five years, but now I'm gonna do this thing
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  over here.
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  What is the best way to launch a group coaching program?
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  Do you have to do a big live event?
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  Like how do you launch group coaching program?
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  The first cohort or two, we'll call it, with your groups, the first ones you start, the
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  first several are easy.
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  It's friends, colleagues, referrals, all of that.
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  It's easy to get twenty, thirty clients without having to have a list or anything else.
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  We have playbooks and strategies that just detail that out because here's the truth.
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  Most people starting a group coaching program don't want a thousand students in their first
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  six months.
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  They just want a 15 person group or whatever.
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  And it's not hard to have 15 clients.
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  That means you might need to talk to 45 or 50 people.
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  It's really easy to get referred for very intentional reasons to 40 or 50 ideal clients.
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  There's very clear strategies for that.
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  So that's where I'd start.
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  Once you get your first 10 or 20 people through your first cohort or two, then you have enough
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  data to go back and look at those conversations and learn who is this perfect avatar?
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  Who do I wanna attract?
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  Who should I make an affiliate partnership with?
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  Or who should I run ads for?
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  Or that kind of thing, which we do all of the above.
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  It's just a matter of where's the right place for you to start?
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  Most people, Melinda, in the space that we're in, I'd say half and half.
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  Half of them have a huge audience, and they're already rocking something.
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  Half of them have been doing one on one.
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  Nobody knows who they are, and they're just starting out a group thing.
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  And believe it or not, it's often easier and faster to work with the people who haven't done
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  anything yet because they have nothing to correct.
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  It's just they can go do it.
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  They can go get some clients, sell them and they're good to go.
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  Wow, that's interesting.
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  So if you wanna do this, what are the things you need to think about?
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  You need to think about three things.
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  We tell this to everybody who's joining our program.
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  Number one, are you a subject matter expert?
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  That does not mean do you know more than any other person on the planet, any human on the
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  planet, personally human, less likely they're fleas on each other.
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  You don't know any more than any other person on the planet.
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  It means that you have a really good grasp of here's the topic.
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  I'm really good at HR or marketing or leadership or family and marriage, health and
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  wellness or whatever it is.
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  What's your jam, right?
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  Are you a good knowledge base?
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  Two, can you communicate?
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  Meaning, do people like hearing you instruct on that?
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  Do you teach a class?
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  Do you have clients who want to lean on?
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  Can you communicate your ideas effectively?
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  Three, most important, is do you actually care about the people you're helping?
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  If you're doing this just to make a buck but you don't really care about it, it will fall
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  apart.
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  You'll burn out.
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  If you actually care about them, it'll work.
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  So do you know what you're talking about?
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  Do you know how to communicate it?
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  And do you actually care about the thing?
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  Here's the truth.
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  Melinda, this is like 90%.
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  Do you actually care about the people?
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  I can teach anybody, you can teach anybody to communicate and to brush up on their knowledge
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  base, but if you don't care about the people, it's not gonna last.
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  Well, it's like doing something for money.
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  People can always tell.
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  So, you know, it's like, that's never a scenario in a business.
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  But I know that you think that there are some guardrails, you know, that might be helpful for
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  people in this group coaching space.
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  And I know that's why you guys created the group coaching certification.
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  Can you talk to us about that and how long it takes to go through that and what the
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  investment looks like?
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  Yeah, so we put together two different programs.
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  One is very much a here's how to build and run a group coaching program or a mastermind, how
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  to get clients, how to get your product, your pricing, all that stuff.
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  That is the front door of the business in a box, so to speak.
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  We take hundreds of people throughout a year.
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  We also created a program that's the International Group Coaching Association, and
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  it is just for training and actually creating the right path for you and me and all of us as
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  we're building group coaching programs because we've all been hurt by that coach who
• 17:44
  overpromised and then there was nothing there.
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  Right?
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  Right.
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  The International Group Coaching Association is all about certifying and accrediting really
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  high end, really well run group coaching programs so the public can know who they can
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  trust.
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  And so we can all say, hey.
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  We're holding ourselves to a standard to facilitate and run and deliver what we say
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  we're gonna do.
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  So, what type of coach do you think is appropriate for these programs?
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  Do you think it's like, you know, somebody just getting started with coaching?
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  Or do you think like they need to have their sea legs underneath of them a little bit before
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  they come to your certification program?
• 18:23
  Yeah, we have two different levels of these groups.
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  One is for the people who just are getting started.
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  Like I mentioned, they might not have an audience, might not be known, might have just
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  been doing five one on one clients and are ready to kinda get an hour and a half a week of
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  work done and see all ten, twenty, 30 of their clients at one time and be super streamlined.
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  That's one.
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  The other group that we run is for people who are more advanced, who already have done some
• 18:45
  group coaching or mastermind build, and they're actually looking for that next bigger level.
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  People in there often already doing $50,000 per seat masterminds, but they really wanna build
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  the next big thing and so we put them in the same room and they collaborate and we get some
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  really cool stuff built.
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  I love it, I love it.
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  So if you to, you wanted to leave my listeners with one powerful action step for launching a
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  group coaching program, what would it be?
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  It would be do work, get results, just please do the right work.
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  We say this all the time in our group coaching programs, do work to get results.
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  There is not a get rich quick scheme out there that's legit that will last.
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  I've tried them all.
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  You've bought them all.
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  We've all done it.
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  I'm here to say this takes work.
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  So do the work to get the results.
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  However, please do the right work.
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  That's why we put our programs together, Melinda.
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  That's why you put your programs together.
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  You can all do this.
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  Just freaking follow the strategy that works, keep it simple, and get right to the end
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  result.
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  Don't make it take ten years.
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  I feel like I wanna be like preach, preach.
• 19:52
  So Chris, tell me something.
• 19:54
  What is the best business advice that you ever received?
• 19:59
  A guy named Brian Moran told me this.
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  Brian Moran was, I think he still is, a ninety day sprint coach.
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  He would teach business owners and entrepreneurs how to take these ninety day
• 20:14
  sprints to actually get their business growing really rapidly, whatever your business was.
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  He used to work in the financial services industry.
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  That's where I met him.
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  Owned a financial advisory firm.
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  He told me one time, I took him to lunch.
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  I paid, I think it was $2,500, and I had to buy lunch for his advice.
• 20:32
  Okay.
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  Expensive salary.
• 20:34
  That's a good hustle if you can get it.
• 20:36
  Yeah.
• 20:36
  He he told me, and I've never forgotten this.
• 20:38
  He said, Chris, if you don't have a way to predictably control lead flow, then you don't
• 20:44
  have a business.
• 20:45
  You're just getting lucky.
• 20:47
  If you don't have a way to predictably generate, let me say it differently, if you
• 20:51
  don't have a way to predictably generate on profile leads, you don't have a business.
• 20:56
  You're just getting lucky.
• 21:00
  And that changes everything because a lot of us are on this roller coaster of, oh, I got three
• 21:05
  referrals.
• 21:06
  Two of them became clients.
• 21:07
  You do all the work, and then you're down here.
• 21:09
  Oh, no.
• 21:10
  I'm done doing work.
• 21:11
  You get off the freaking roller coaster, install a light switch on your wall and turn it
• 21:16
  on and leave it on.
• 21:19
  Right, the light says open for business.
• 21:23
  Oh my god, listen, that was pretty profound.
• 21:29
  Tell me something else.
• 21:30
  What is the best business book you have ever read?
• 21:34
  Oh, I can tell you that without a doubt.
• 21:37
  It is relatively new also.
• 21:39
  10 x is easier than two x.
• 21:42
  Okay.
• 21:42
  So that is my favorite book too by Dan Sullivan.
• 21:46
  I love that book.
• 21:47
  Have you
• 21:48
  listened Benjamin Hardy and Dan Sullivan co wrote that thing and it's the audiobook is
• 21:52
  great.
• 21:52
  Hey, Melinda, I'm on my fourteenth read and I hardly ever read a book twice.
• 21:57
  I'm 14 times through it.
• 21:59
  I'm like every month learning something new, just going after it again and again.
• 22:02
  Listen, I have read that book, that book changed my life.
• 22:07
  That book changed my life because it made me think bigger.
• 22:12
  And the audio is so great because he tells like extra stories and stuff like that.
• 22:16
  You get little podcast stories in the background.
• 22:17
  Yeah.
• 22:18
  I like, I love the audio of it.
• 22:20
  That is absolutely one of my favorite books.
• 22:22
  All right.
• 22:23
  What is your favorite old school marketing tip?
• 22:26
  Favorite old school marketing.
• 22:28
  Direct
• 22:28
  marketing works.
• 22:30
  I've read lots of old direct marketing books, like when people used to like send out little
• 22:34
  flyers in the magazines and newspaper.
• 22:36
  Mhmm.
• 22:36
  Facebook ads, YouTube ads, messages that go out to an affiliate market, whatever, they're all
• 22:43
  just direct response market pieces.
• 22:45
  They just get a little nibble and you see who's on the hook.
• 22:49
  Go back to that mentality.
• 22:50
  It's not as hard as we think it is.
• 22:51
  Forget what modality you're using.
• 22:53
  If it's Facebook or Instagram or TikTok, it's all about direct marketing.
• 22:58
  So read those old books.
• 23:00
  Those old people knew what they were doing.
• 23:01
  I love it.
• 23:02
  All right, what is your favorite business app?
• 23:05
  Favorite business app?
• 23:06
  You haven't asked my favorite color yet.
• 23:08
  This is like a first date that's really weird.
• 23:09
  I mean, come on, where's the basics?
• 23:11
  Green, by the way.
• 23:13
  Green.
• 23:13
  Okay.
• 23:13
  Favorite business app is you're gonna love this.
• 23:17
  It's Stripe.
• 23:22
  It integrates with everything, and it brings money to my bank account.
• 23:25
  I like Stripe.
• 23:27
  I had one guest
• 23:29
  that told me Cash App was his favorite app.
• 23:31
  So I think you're right in line with that.
• 23:35
  And last but not least, what is your favorite podcast?
• 23:41
  Oh, the what are talking about?
• 23:43
  Small biz lady.
• 23:44
  Oh, but but another one, my second favorite my second favorite is, the NPR news quiz.
• 23:52
  Wait.
• 23:52
  Wait.
• 23:52
  Don't Tell Me.
• 23:53
  It makes fun of everything that's happening in the world.
• 23:56
  I freaking love it because it just takes a little bit of the weight off of you because
• 24:00
  just relax and laugh a little bit, folks.
• 24:02
  It's gonna be alright.
• 24:03
  Me and my son listen to Wait Wait Don't
• 24:05
  Tell Me too.
• 24:06
  Always practice in
• 24:07
  the car and all the crazy stuff they're saying.
• 24:09
  Listen, Chris, thank you so much for being a guest on the Small Biz Chat podcast.
• 24:14
  I just love you so much.
• 24:16
  I feel like you're somebody I've known twenty years.
• 24:19
  Thank you all so much for listening to this episode of the Small Biz Chat podcast.
• 24:23
  I'm Melinda Everson, the small biz lady, your host.
• 24:26
  And if you are interested in starting a business, buying a business, or buying a
• 24:31
  franchise, please check out my Next Act CEO Summit.
• 24:35
  It is taking place January, and being presented by Verizon.
• 24:42
  And we are so excited to help all of the women out here who are looking for their next act.
• 24:47
  We're gonna show you how to buy a business and how to pay for it.
• 24:50
  So do not miss it.
• 24:52
  All you have to do is head over to smallbizladyuniversity.com, check out events,
• 24:57
  you'll see how to get your ticket, get your VIP ticket, look, all right?
• 25:01
  But listen, I appreciate you all so much for the support of the Small Biz Chat podcast.
• 25:06
  Please do leave us a review if you like what you heard.
• 25:09
  And at the end of everything, just remember that our mission is to end small business
• 25:15
  failure.
• 25:15
  And that's all folks.
• 25:17
  God bless everybody.
• 25:18
  I'll see you next episode.
• 25:24
  Thanks for listening to the Small Biz Chat podcast with Melinda Emerson.
• 25:29
  Subscribe to this podcast wherever you listen to podcasts, and join us next Wednesday for
• 25:34
  more fantastic information and interviews.
• 25:37
  You can find more sources and small business success strategies by visiting Melinda's
• 25:42
  website, succeedasyourownboss.com.
• 25:45
  Thanks again for listening, and we'll see you next week.