Serving Vs. Selling: Creating Valuable Offers Without Sacrificing Success: EU 111 with Corey Davis and Tuan Nguyen
I’ve got a special treat for you today: 2 special guests on this week’s episode of Experts Unleashed! I brought in Corey Davis and Tuan Nguyen to speak about their Premier Excel Coaching program and share the wisdom they’ve gained through the process of creating and validating their offer.
Corey and Tuan are both certified John Maxwell Coaches and Speakers. They have a passion to develop leaders in the marketplace and help faith-based coaches learn how to make money online.
When Corey and Tuan launched their initial offer, they ran it for 2 months and didn’t get much traction. They realized they were marketing to everyone, and therefore no one. They knew they could help people, but just couldn’t find them.
In the faith-based community, money can be a taboo topic. When Corey and Tuan didn’t separate passion from profit, their business turned into a nonprofit. They realized that it’s not necessary to sacrifice their whole life and hope that someone was going to pay them for their services. Rather, creating a valuable offer and overdelivering was enough to make a difference. Creating an offer that the market wants, not what they think they want.
Now, they have become leaders for people with a similar struggle: helping coaches who have the resources to help others actually attract the right audience for them, and sell with integrity.
You can feel Corey and Tuan’s passion when they speak about their business. Get ready to take notes, because this episode is full of golden one-liners and million dollar stories that will no doubt help you on your own journey.
You can connect with Corey and Tuan below:
The difference between serving vs.selling. [5:25]
The consequences of undercharging your services. [11:09]
Mastering the transition from serving vs selling without angering your audience. [14:21]
Have you even made an offer to your leads? [17:20]
Transforming your life experiences into a million dollar story. [38:10]
… and much more!
EU 111 audio
A lot of coaches, myself, included, even though we’re faith-based and we love people, we love God, right? We do want to make money. So, like when we enter that relationship, I think we enter it wrong. So, we enter it in and Hey, I’m going to give you 30 minutes of free coaching. Hey, I’m going to put you inside my two-week group and it’s going to be free, and then I’m going to give you value.
But when we were into a relationship that is non-transactional and we always keep it non-trans, we fall into that free zone. And because there’s non-transactional, and soon as you try to charge, just as you were saying, you have a disagreement with your audience.
This is experts unleashed, revealing how professionals and entrepreneurs transform experience into income while positively impacting the world.
For years, Joel Erway has helped entrepreneurs develop and launch their expert-based businesses growing them beyond six and even seven figures a year. Now a professional expert serves their community through paid training education or service. This podcast will help you design and execute your plan to become a six or seven figure expert without a massive team.
To get more information or apply now, visit theperfectexpert.com. Let’s get started.
[00:01:22] Joel Erway:
Hey, what’s going on everybody? Joel Erway here and welcome to another very special episode of Experts Unleashed. Why is today very special? It’s because we’re actually doing a three-way. That’s right. First time we’ve ever done a three-way podcast. I’m really, really excited because we have two very special guests on the show here today.
Corey Davis and Tuan Nguyen from Premier Excel Coaching, and we are going to be talking. Their unique method of how they help coaches get their first or next client in 14 days using a very, very unique organic strategy. Now, I’m excited to dive into this. Obviously, if you followed me for any length of time, you know that I work pretty closely with lots of coaches and consultants, and so I’m always interested in learning about more growth strategies than how other people are leveraging different tactics and different techniques for getting new clients.
So, I’m going to shut up. I want to welcome Corey and Tuan to the show. Guys. Welcome to Experts Unleashed.
Well, thanks Joe for having us. Thanks everybody’s that’s listening in and watching.
We we’re so excited to be here and we’ve been looking forward to this Tuan, right?
Yeah, it’s been an amazing ride. God has truly he’s had a lot of favor on us, Joel, and for us aligning all three of us together here. And you being one of our mentors in this season is truly just a divine connection for us.
[00:02:49] Joel Erway:
Well, excited to have you guys here. So what I want you guys to do first is I want you guys to, you know, give my audience just a quick background. You know, where you guys came from and how you got involved into, in working with other, you know, coaches and consultants. So, fill us in, what’s, you know, a quick, like 60-second backstory.
Yeah, go ahead. Tuan.
Yeah. For me, I went to prison three times, drove for a selling high ticket. It was the wrong product. And I realized I just needed a lot of clarity around my offers. And so, jumping into the online coaching space, it made so much sense. Why clarity’s so important, why you need the right product, and you need the right target audience.
And so that was kind of like, you know, the early stages of us joining the John Maxwell team and just having this passion to develop leaders. in the marketplace. And we thought that, you know, if we got a certification and maybe attached a, a person’s name, maybe to our profile, to our brain and to our website, that would attract clients and people would come chasing us down.
But the reality was we didn’t know how to market ourselves. We didn’t have an offer. And because of that, we realized that we are the avatar. And so that was the beginning journey of how we wanted to help other faith-based coaches literally learn how to make money online.
Yes, indeed. Yes indeed. Yeah. I came from the corporate background, and I was in corporate and wanted to make a difference.
I was actually in retail, and I ran into the John Maxwell team, got certified there, jumped in there and just thought I was going to just make a six or seven figure business happen, helping people. But that just didn’t happen, just like which one I’m saying we were, we were actually marketing everybody and nobody at the same.
And, you know, and what we found was there’s a bunch of people that just wanted to help. And what we wanted to do is help people reach their God-given passion. They have a desire to help people. They got the resources. But it’s so frustrating, Joel. You know, we just so frustrated because we knew we can help people.
We just couldn’t find them. So today we helped people find the people that they’re destined to help. And so, they can make a difference in the world.
[00:04:54] Joel Erway:
Hmm. You know, Tuan and Corey you know, one of the things. Obviously, we’ve had a bunch of conversations in the past, and one thing that you guys really lean into is, is your faith and, and, and being very public and being very open with that, which I think is, is amazing.
Have you found any sort of connection with other, like faith-based coaches and, and specifically like do you find that there’s a skillset, maybe not a skillset, or do you find that there’s a disconnect that faith-based coaches. Are missing, that helps bridge the gap of how they’re able to consistently attract clients.
I don’t know if I asked that properly, but, you know, I guess I’m just kind of really wondering if there’s, there’s something missing or anything specific in the faith-based community with coaches that, you know, maybe they, they thought it was, you know, you know, attracting clients as one way, but, you know, it’s, it’s really not what do, what have you guys?
Yeah, for one thing, Joel, what we found was of the faith-based coaches, they want to make a difference, right? And the big disconnect though is that wanting to make a difference in serving gets in the way of, of actually building a business. So, for and I, we didn’t know the difference between Noman to serve and when to sell.
And we find that that is one of the biggest things in the marketplace right now is how do you actually. Move from the, the, the point of giving people free advice because you get stuck in a free zone like we did. I mean we literally got Joe, I’ll have it right back here, man. We got paid with a burger joint coupon.
Like this is it right here for a free burger. We never redeemed it. It expired like 6 28 2019. But I’m glad we didn’t do it. We didn’t inspire. Right? But that was the thing that, and that’s the big switch because a lot of faith-based coaches, they, they, they’ll get this vision from God and they think that, Hey, you know what?
I need to sacrifice my whole life and hope somebody’s going to pay me. But this is what happens when you do that. And it’s the switch between that and then making an offer that people want that is validated, that you know, you can bring true value to the market. That’s really what makes a difference. And you know what, what I found and make that allows you to track leads is having something that the marketplace wants, not something that maybe like you think that they want, knowing what they want.
Yeah. Yeah. Passion doesn’t always equal profit, okay? Most faith-based coaches jump into this online space thinking that I’m going to sell you transformation. I’m going to sell you to become a better version of yourself. I’m going to help you identify your gifts and your talent so you can become this great person.
But the reality is, everybody needs that. It’s not what people want. And going back to what Corey was talking about, we didn’t know when to serve and when to sell. And we thought that adding just tremendous value in over-delivering time and time again, people would automatically assume to recognize our worth and they would pay us accordingly.
And when we didn’t know how to separate passion from profit, our coaching business became a non-profit and that’s what I see with a lot of faith-based coaches is they don’t make any money because they’re not willing to make these shifts. These adjustments, and I hear this all the time, oh, making money is not important, and then if it isn’t important, why are you spending 40 plus hours a week trying to make money?
Then the last time I checked, everywhere we go, even the church. They’re asking us for money. And so, these are like limiting beliefs. It’s like this poverty mindset that a lot of coaches have in the faith-based industry that are scared to talk about money. They believe that maybe money’s making money is evil.
And so, we run into a lot of that.
[00:08:37] Joel Erway:
When you said Not knowing when to serve and when to sell. Right. That hit deep with me. Right. Because it, you know, that can matriculate in lots of different ways to, you know, a few different audiences. It’s, you know, we talked about it before, like I’ve talked about it in the past of like teaching, teaching, teaching.
Like you can’t teach too much. Like, you know, if you over teach, you’re going to confuse people and you’re also going to set the wrong, the wrong expectation of, oh, well I’m just here to, to siphon all of your great knowledge and you know you know, if they don’t know you have an offer, like that’s on you, right?
That’s, that’s on you. The, the leader, the, you know, the coach. And so, can you guys gimme an example of like, when you discovered that, that critical shift, like do you have a specific story in mind of like, okay. You know, I was serving way too much and not selling enough. When did you make that shift in realizing that I have to know what that right balance is and how did you implement it?
Yeah. I think one key moment, Joe was 20, we were doing a leader shift mastermind. It was, it was about leader. And it was 12 weeks, right? So, we did this whole run up. We did these free classes, these free webinars, and we finally got about 30 people on there after we like really did this killer offer, we went from $649.
That’s, that was the highest we ever sold anything for or tried to sell anything for at the time. And we, we compromised. So, it’s like those three deadly seasons. 12, I’ll, I’ll let you kind of talk about those three Cs, but we compromise our value all the way down to 1 49, buy one, get. and on that call Joe, we had 30 people on the call.
So, we were thinking, okay, cool, we’re going to do this. Buy one, get one free, 1 49. But on the call, the 30 people started talking to each other on Zoom chat, and said, hey, Tuan, would you be my friend? And, and about, I would say about eight of them linked up with each other and we end up selling right. eight folks, and we, we made about a thousand, maybe 1100 bucks off of that.
And then when we calculated it, it was like $10 an hour and we split $500 for 12 weeks. Now, oh, by the week six I was looking at Tuan. Tuan was like this. And he, you know, look, don’t, don’t get me wrong, Tuan gives a tremendous value. He shows up well, I mean, got a lot of energy. Same thing with, with myself, but he was like this.
I was like, man, wan looking on LinkedIn for a job or something. Because he is probably trying to, I don’t know if he was calculating like, man, the economics of this is just not adding up. I mean, so here’s what, here, here’s the deal though. We were criminally undercharging for our service. and the economics of our business model was just not working out.
Like, and I had to open up another mastermind. I had like five different mastermind thinking Grow Rich one a leadership one a, a speaker club, and just so I can pay the bills. And, and that was one of those defining moments that we kind of looked back and we said, you know what? We kind of messed up along the way.
Yeah. You know what, it was too, now that Corey’s mentioned it, it was the $10 an hour wan showing up. And this is what I. Because it started off great but think about it. Getting paid $10,000 for a client and $10 an hour, you show up differently. per each client based on your value. Another thing that came to mind just as we were talking about that was when you don’t know your target audience and you don’t really have a valid coaching offer, you’re bound for burnout.
One thing I learned from you drove is built for scale and not for burnout. That’s what we were, we were bound and destined for brokenness and burnout. Using that model of just super low ticket offers, marketing to. and when, since we were marketing to everyone, I developed this, this teaching called the Three Deadly Cs, which is you’re always going to be customizing your offer.
You’re always going to be compromising, and you’re always going to be convincing the wrong people to buy into something that’s ideally not a good fit film.
[00:12:42] Joel Erway:
Hmm. And so going back to this leadership mastermind, you know how long did you promote it? Like how long was your promotion cycle? Like, you know, educating, getting them excited, talking about what they’re going to, you know, how long was the promotion stage and the, and the education and the marketing stage.
And you know, we all know the fulfillment was 12 weeks, but I’m curious, what was the front end? That was at least two months.
That’s, oh God. And we had about, I’m seriously like, like we, we, we built this, this whole landing page and everything paid somebody to, to do it. I mean, we paid a lot of money to do that stuff.
We don’t really do like pay people to do that type of stuff. We run a real simple business now. But yeah, it was like two months, and we had about four calls to one, maybe four free calls. And promoting that too?
It was about 60 hour, I calculated it was about 60. that we put in in a period of three to four months and we only made a thousand dollars out of it, splitting maybe 500 a piece.
Which was $10 an hour.
[00:13:42] Joel Erway:
Yeah. That’s crazy. And so, you know, do people make the mistake of, you know, how do other people make the mistake of serving too much and not knowing how to transition into selling? Because like, that’s not easy. If you haven’t done it in the past, or maybe people will say, okay, well I’ve tried to sell in the past, but every time I make an offer, people hate me, or I get backlash, or I get negative feedback.
So, what I’m kind of curious with is how do you guys maintain that balance? So, when you do make the pivot from serving to selling, that audience isn’t upset because you can do it wrong and you can pitch to an audience. Isn’t ready to be pitched. They can be mad. So how do you guys work that balance?
It’s a delicate one because you know, I, I think the, if I, if I was to put a pin on it while as I, as I’m thinking through it, you’ll have to work on your charging muscle.
It’s kind of like, you know, you go into the gym, you’re working on that bicep, you’re working on the tricep, but that charging muscle actually coming in. And what happens is, is a lot of coaches, myself included, even though we’re faith-based and we love people, we love God, right? We do want to make. So like when we enter that relationship, I think we enter it wrong.
So we enter it in and, Hey, I’m going to give you 30 minutes of free coaching, or, Hey, I’m going to put you inside my two week group and it’s going to be free, and then I’m going to give you value. But we also enter them in with the intention of selling them something. And I remember Zig Ziglar that said, if you help enough people get what they want, you’ll have everything you want.
But he wasn’t talking about that type of relationship he, he was talking about, it’s just helping people get what they want. Like if they wanted to make $10,000 a month or $20,000 a month, or get another job, whatever that may be, then you’ll have everything that you want. But when we were into a relationship that is non-transactional, and we always keep it non transactional, we fall into that free zone.
And it’s kind of like when I, you know, when I was dating my wife, I didn’t want to fall in the friend zone, right? Because you can’t get out of it and you fall in that free zone. And because there’s non-transactional, and soon as you try to charge, just as you were saying, you have that disagreement with your audience.
It is a fine balance, but I think for, for today what we do is we teach our, our clients to just go to the market with their offer. Like instead of going to market with a free offer, a $49 offer, I mean, go to the market with a 2000, a 3000, a 4,000, even $12,000 offer, and they’re selling them right there because the value is there and they’re entering right at that point in the marketplace where, you know, we read this in your book, you know, high ticket.
They’re, they’re entering the zone one people and they’re finding them right there that’s ready to make, to, to say, hey, as soon as I see what I want, I know what it is. And then they make that, that decision because we help them find those people that’s closer to that pin.
Hmm. Yeah. And, and I think 10% of our overall network’s ready to buy, but they’ve just never had an offer.
And we’ve seen so many people that we’ve added value to in the past. Sign up and join another program. We’re like, oh my gosh. Like we spent an hour just giving him free coaching and now he just joined another mastermind. She just joined our free call, zoom call, and then we added so much value, gave her all our PDF docs and all our training and da da da da, our free course.
And then she joined another mastermind and we realized we never made her an. So, we were the ones at fault there of why she didn’t buy. Now we’re really helping coaches really overcome that because they fall into this content driven branding strategy where all they want to do is they want to create content, Alex, for mosey style captions.
And they, they get this feelgood experience of getting likes, views, and comments. But 90% of. Marketing is all content. There are no offers being made. When we started shifting to being more primarily offer driven, things started changing. Now it allows me and core to really do more marketing and branding because we’re so offer driven and focused on that.
[00:17:50] Joel Erway:
Yeah. How would somebody know if they were in a conversation with. A potential prospect, you know, the product owner or the coach might think that could be a potential client, they enter a conversation. What are some indicators in that conversation that back and forth that might indicate they’re in the free zone or the paid zone?
Like what are some indicators that that potential lead would be in, in the free?
I just asked a question. We teach our team just to ask after a few messages is, hey, just curious, are you looking for free resources or are you actually interested in getting coaching and mentorship? And that pretty much kind of disqualifies or qualifies them right there.
Yeah, it was a big shift, Joe. Like we never really asked somebody like that but asking people straight. It’s been a big shift for us, and Tuan came up with that idea and, and, and anybody listening, try it. And, and it works because you really kind of cut to the chase because then you can say, oh, I’m looking for something free.
Well, perfect. Hey, we, you know, Tuan, I, we run a free Facebook group has over, you know, 4,500 coaches in it. And we give a lot of free training. A lot of our, our, our methods. So what we’ll do is we’ll send them to the free group, and we’ll tag them to in a training, right? For those who are looking for that next step.
Yeah. I’m looking for someone that can actually show me how to do it and I’m willing to, to invest in myself. Then yeah, we take them down to the next step. So like that’s, that’s a quick way that we can help that we even help our clients. We do it all ourselves and our business today.
[00:19:19] Joel Erway:
Is it incredible though, like something so simple allows you to just set the proper expectation.
A conversation and to take the leadership role as the coach, as the consultant, as the service provider, whatever it is that you’re selling, right? Because you’re right, we are in a unique niche where, you know, coaching is advice and people are just so used to scouring the internet to get free content or to get free.
I’ll throw in air quotes advice. Sometimes people just assume that everything’s free. Like all advice is free and oh my God, you want to charge me? It’s like, well, no, let’s just set the expectation up front. Well, now you’ve placed the seed like we got something for you. Like, yeah, we also, we have free resources, but you know, what kind of conversation we having here, right?
What kind of, you know, what kind of dance are we having? I’m happy to serve you either way, but just let me know which, which best way, what’s the best way to serve you so we’re not heading down the wrong path, or we don’t get too far down a path where you have no intention of buying. It’s super, that’s super powerful.
Yeah, it’s super powerful and I hope people listening right now understand that that is just like, that’s setting the tone and setting the intention upfront so both parties know, okay, what are we talking about? Right. I love it.
Right, right. Love it. It actually cuts to the chase. It was that it was just that same question you asked earlier about that moving from freedom fee and, and, and, and it just sets the tone so that way we, there’s no misunderstandings in a relationship.
It, because you still can create value. You still can have, you know, be friendly, but at the same time, just want to know, Hey, what are you looking for? I think that’s a good, good question. You know it, it happened in a bob all the time, you know, the prophets were, hey, what do you, what do you want me to do?
And, and it was a, a very genuine question. So, and that’s, that, that’s one of the, the ways we’ve found that actually helps us move people in the right direction based on where they’re at in their business. And, and, and all of them are fine. It’s just, we just need know what, where to place you.
Yeah. I think it helps with our positioning too.
That makes a big difference. You either sound desperate or you sound like an expert. And when you position yourself with saying, Hey, if you’re looking for free resources, I have that also. But now you don’t fall into that, that, that, that gap of just wasting time, jumping on a call with someone. And this person is just wanting free advice.
They’re not interested in, in buying your program. They’re so far from the conversion hole. So that’s one thing we realized there too. And just being more clear versus being clever. We practice executive communication inside our program now because a lot of times you assume people know what to do, but in reality, they don’t.
And so we want to be more clear now, and that’s something we practice inside our program now.
[00:22:08] Joel Erway:
Dude, that’s, that’s solid. Be more clear, not more clever. And I think people get so hung up on, you know, sales tactics. Oh, I got to be a great salesperson. I need to go through sales training and, and learn how to like, you know, persuade and influence and it’s like, not really, you know, if you can just be direct, like you can have a legitimate conversation on whether or not it’s a good fit for either of you.
And so be more clear, not more, more clever. That’s you got to trademark that, that’s yours, , because that’s, that’s solid. Awesome. So, I want to I want to pivot a little bit, right? Because your core promise that we’ve talked about earlier is like, you know, faith-based coaches get their first or next client in in 14 days.
That’s a pretty bold, pretty bold promise. And I think we’ve kind of like skirted around the overview of, of kind of how you do it. But, you know, walk us through the process of, of what that looks like to consistently get clients if you are a transformational coach or any type of coach or a consultant.
Right. So how do you guys, how do you guys work that?
Yeah, great question. I, I think it’s in three moves. We call them like the three, three kingdom moves, Joel, and, and for coaches that come into our space, and they know who they marketing to, they know they have a, a validated offer. Yes. We, we could give them our 14 a process and it will pretty much get a client for them.
Okay. Now for, but, but for others, some of them may, you may be listening to this, you might say, oh, that’s cool Corey and Wan and Joel, you know, but I just don’t know exactly who my audience is. I have an idea, I just don’t know. But for those, just think about these three moves.
Number one, move. Number one is knowing who you know, who you’re, who you’re marketing to. Your dream client, your avatars. Some people call them, call them those two things. And knowing their hot buttons if you can know. Then you can, you can start on your way of building that six or seven figure business.
Number two is validating your offer. Having something that people want, they can’t ignore. They, they must, they have curiosity about it, and it’s different and it has value. And we help, we help our clients get that done. And then the third thing is building that audience. You know, because without lead flow, there’s no cash flow.
You know, your network will make or break you in this, in this social media game. And we do everything on Facebook, by the way. So all of you know. Created our business, our, you know, we’ve done over 2 million just on Facebook alone in like 20 months, right? But our clients, they have the unfair advantage because they use some of our, our systems and software.
So when you think about the 14 day promise, when you have those things lined up, you can go to market and get your, and get that client. In, in a very quick manner. Now we do help people that don’t have all those pieces of the puzzle now, and, and we have a track for them to actually get those pieces of the puzzle done quickly so that way they can launch and use our 14-day process and then go and, and then start, start getting their clients and start moving them on the way.
But, but the majority, we really love to work with people who, who are ready to go. They have an. They know, you know, who know who they’re marketing to. They may just need a little refinement and they need a client acquisition process that we just actually helped them install in their business and get them up and going.
Yeah. We have a unique 14-day promo cycle. For example, our client, Joanna, right? She implemented just a 14-day promo cycle inside her group and was able to generate 72,000 in cash just in. She didn’t use any ads. She wasn’t just posting sporadically. She implemented this post. It was just refining it and just helping her put that in place.
But it was able to generate, you know, over 200,000 in their business just last year.
[00:25:53] Joel Erway:
Yeah. Do people need an existing audience to get started with the 14-day kind of promo? Or can they start out, you know, really from scratch? Like what’s the situation?
Yeah, with the 14 day, it’s you, you have to have at least a little bit of an audience.
Have your, have your avatar, have your offer ready. And then we can get you going. Like if someone doesn’t, if they’re starting from scratch, typically it takes about 30 days to get them up and going and then, then get them launched. So it’s still, it, it still works. It, it is just going to take them a little longer.
And, and for those we always ask like, Hey, look, are you willing to wait? 30 days, are you willing to do the work that it’s going to take for 30 to 40 days? Because we also need to vet to make sure that we’re, we’re able to help them because we’re, if we’re not able to help, we just, what we’ll do is we, we have some free resources to, to get them along the way to help them on that journey.
And then we revisit the conversation. Cause I remember. That’s why I remember, like it was Elizabeth and Matt, they just weren’t ready to, to take the journey. So what we did was we gave them some resources, put them in our Facebook group, let them watch, watch a couple of trainings. Two months later they came back to us and then they got started.
Within 30 days they hit their first $30,000. What I didn’t know though, you know they were in the middle fore. Like Joe, that was what, like, I, I think out of all of like one of our, all of our client re testimonies, this was my favorite because I didn’t know they were in foreclosure, so they saved their home.
And then I remember them writing, both of them, writing me a message and wan writing me and writing a message and saying, I don’t have to choose when I go to the grocery store anymore. Hmm. and, and, and, and you know, quite honestly because of Covid, because of a lot of economic downturns, a lot of people are making tough choices.
No different, I, I, I used to do, when I used to watch the conveyor belt go and I’m wa looking at my phone trying to transfer money out of one account to the next, to try to float, float the bill. But I love seeing that they don’t have to make the choice anymore. So, so yeah, I mean, like we, we, we can help people, but first we’re going to, we’re going to make sure we can help them because, because we’re not in the business of just taking money from people.
We’re, we’re in the business of helping people that we can actually help and, and and, and sending people to, to resources. If we can’t help them, we send them to someone else that can help our, our resource. But, but mainly, yes, if we definitely want to help people that, that’s ready for a client right now.
Yeah. We want to help you and we want to help you get your next client right. . Yeah.
[00:28:18] Joel Erway:
Where do you see most people struggle? Right? You talked about the three core pillars of like, what needs to get, you know, your, your message and market and your core offer. Right? Where do you find most people lack?
Maybe they come to you and like, Hey guys. Like, yeah, I’ve got all that. And then you do a deep dive and it’s like, actually you don’t. Hmm. Where do you see the biggest, the biggest.
We talk about this path to prosperity inside our business, which focuses on four things. One is the present preparation, pain, and prosperity.
Most people fall into that pain gap, and what I mean by that is they have a very low capacity of zero, which I’ve learned is meaning that they don’t like going through the pain and since they don’t like enduring the pain of like maybe starting off, no audience. Leaving their nine to five and making less money, forsaking all their benefits and that six figure income salary and no longer being a slave and really wanting to achieve their dream.
They just don’t get far because that pain process is where they stay and they often resort back to what was comfortable. I found out that 81% of coaches never make it past year. because one, they either go broke because they can’t make enough money, they can’t generate leads, they don’t make sales.
Two, they burn out because they get an influx of clients in the front end, but they don’t have a scalable business model or three, they just disappear.
Yeah, they disappear. And it’s just, that’s what’s happening in the marketplace right now. And if you used to ask me like from a process standpoint where they get the most hung up, they try to be perfect.
And, and, and they want to get everything right. And we’ll tell people like, Hey, you know what? Good is good enough and better than a, a well thought out idea bundled in your head. So it’s like go to market. It’s like with, even with the avatar work, you want to get it perfect. And, and we all know, like you re you refined your avatar as you go, but you got to get so.
On paper and let it go. Like, you got to, you got to start taking action. And, and that would be my take on that, on that piece, Joe, because it’s just, it’s like good is good enough and it’s better than a well placed a well thought out idea bundled in your head. Just take some action.
Yeah. Joe, we say this inside our business is your purpose is what’s in your heart.
The calling is what’s in your hands. Like me and Corey, we’re not passionate about waking up and teaching people how to get clients daily and create high ticket offers. What fuels us is seeing people achieve freedom. in their business. Giving abundantly, being able to travel whenever they want. Spending more quality time with their, their families being able to retire their spouse.
Like that’s what fuels us every single day. And that’s what our passion is. I think a lot of coaches get caught up with, Hey, this is my passion, but really coaching is not their. See it’s something else and they get that confused. And then now they’re saying, well, coaching is what I’m passionate about.
I want to see transform lives. And then when they don’t make money in that, they’re no longer passionate about it and they give up on that dream really fast because it’s really not their passion to coach.
[00:31:32] Joel Erway:
I want to get you guys’ opinion on something that is I have a lot of experience with, and I always like getting other people’s professional opinions who work in this space.
You work with a lot of transformational coaches, right? Right. Okay. When they come to you and they say, Corey Swan, I’ve got this offer, like here it is. How often do they pitch you on your, on their offer? They share their offer with you, and you guys are saying, Pump the brakes. We need to do some work, right?
How often does that happen, specifically with transformational coaches? And just a little context about why I bring that up is because I know this space. A lot of these coaches think they know what is needed in the marketplace. and they’re usually really, really far away from what actually is needed. How often do you guys run into that with transformational coaches?
Is it, is it common or, you know, do most of the people that you work with have their, have their messaging and their offers pretty much dialed in?
My first thought was like nine out of 10. . I almost said 10 out of 10, but there’s, there’s a couple coaches that I’ve ran across that are in that leadership and transformational space that have clients.
But I would, what I would say that separates them, Joel, is they already have experience in the corporate realm. Meaning that they’ve been doing this the majority of their lives. They already have a foot in the door. Companies open up doors for them to do trainings. For someone that’s just wanting to get certified and become a leadership or transformational. It’s very hard for you to just go knocking on doors and expect to land these big corporate contracts without any type of resume.
Yeah. I think it’s, it’s in the realm of defining, like what’s the, the, the transformational experience at the end, because that was to, and myself, we both was transformational coaches and you know, we, we were help people move from ordinary to extraordinary and from here to there. But you, there’s not a, a tangible.
Transformational result that you look for at the end. And I remember learnings from Jim Edward, Jim Edwards is one of our friends. I know he is one of your friends, Joel as well is, is there’s 10, 10 reasons why people buy. Like, and a, a couple of them is make money, save money, save time, avoid effort, feel, you know, feel more comfort, get, feel more loved, hire social status, and what we found, even in the transformational Coach Ramm, is we failed to connect that cause I remember, I remember this, I made a course, Joe, I been a, I spent so much time on this course, and I showed one, I was proud of it. I made it in, you know, one, one of the top course making softwares out there.
And you know, I spent a lot of money doing it and a lot of time. And Wan looked at me after looking at it and he said, Corey, that’s a nice looking course, but you know, No one’s going to buy it. , I felt like reaching through the Zoom room and grabbing, torn by the neck and, but he was right because I made something and I went to the market based on what I knew the market needed, but not what the market wanted.
Yep. And I was focused on needs not on once. And that’s what we find the nine out of 10 transformational coaches are focused on. It’s just a little shift after that though. Yeah.
[00:34:57] Joel Erway:
It’s always funny having a conversation with a transformational coach who says, well, no, you know, I, I don’t need to rework my offer.
I’ve had clients in the past. I get clients through referrals. I get clients through networking, and I, you know, I’m sure you guys also have to tell, have the same conversations, like, but listen, you know, that’s a completely different medium. It’s like, yeah, you can take, you know, there is a certain truth to, you know, if, if somebody’s in your world long enough and they like you long enough and, and eventually find out that you have an offer, yeah, like they will buy something.
But is it going to happen with consistency? Is it going to happen with predictability? No. Like, that’s why we’re talking like, you want to go build your business with, you know, warm networking and referrals and having other people sell your stuff and make you think that you actually do have a great offer. Fine.
You go do. But if you want to have predictability and stability, like you got to have, you got to get your messaging dialed in, you got to be, you got to be more specific and more tangible. So I kind of set you guys up with that because I, I wanted to have a good chuckle because I knew he was going to be like, All of your client, not all of your clients, but like everyone you speak to, because it it’s everyone that I speak to in transformational, like theory.
Oh. I’ve got, you know, I’ve had 50 clients over the past, you know, four years through networking. Okay, cool. Well why are we talking? You know, if you, if you got all dialed in, like, why are we having this conversation?
[00:36:15] Joel Erway:
Awesome. Tuan, I want to ask you if you don’t mind, you know, you said you went to, you went to prison three times.
Is there, I would love to learn like your number one lesson that you’ve applied in your time in, in prison that you’ve been able to apply with working with coaches and working as a coach and, and working as a, as a transformational leader. What is one skillset or one experience that has transferred between those?
Very different, very unique situations.
I’ll say just being intentional about making those connections. One thing we talk about is everyone communicates, very few people connect. Connecting for me has been the number one skillset that has. Allowed me to be in certain rooms. And when I really became intentional about just asking great questions sharing my story, that has been very pivotal, Joel, in, in just being able to allow God to open up doors for me and share my testimony of just, Corey tells me all the time, you have a million dollar story.
And, and I want to, I want to say that to the audience too, is you’re sitting on a million dollar story and learning how to communicate that in a. where people can understand it, and it’s not super long. It’s going to really open up a lot of doors for you. I’ve learned how to tell my story in so many different ways now.
When I used that high ticket, you know, I just made that up one day because really I needed clarity around my offers. And I went to prison for selling high ticket offers. It was just the wrong product. And so that, that’s that one thing that I always share with our clients now is what’s that one thing about you that’s going to make people remember you?
Like you can mm-hmm. , you can go. Thousands of coaches that teach something similar that. , but it’s not Tuan and Corey. We don’t have the same story. It might not be the same faith. So that’s one thing that we’ve really understood that, you know, we’re still at, at the core of our heart, we’re still leadership coaches.
We just don’t come into the marketplace and market leadership as the main transformation. Once you join our program, everything’s still leadership. Leadership is more of a unique mechanism that we use to attract clients. It’s not the overall transformation. Hope that makes sense there if you’re listening.
[00:38:34] Joel Erway:
Yeah. So follow up question to that. So you said that skillset was learned while you were in prison. Is that correct? Can you gimme an example? Like how was that developed? Was there a, a specific instance was like, when did you learn the importance of communication?
I was leading a prison gang in there. So my journey just started off.
I was you know, I gave my life to Christ one day, put out a, a bible because I was just so broken, Joe. I was like, man, I just disappointed my entire family, these empty promises. Here I am facing 16 years for another drug charge of selling meth. Got busted by narcotics in the sting operation. And I go to church for my very first time as a brand new believer.
Never read the Bible, come all the way out in west Texas, in this cowboy chaplain with his hat. As I’m stepping in with my little crew, he says, God gave me a vision about you, boy. And he’s, and I’m like, me. He goes, yep, you. And I was like, nah, not me. I, I just, I just got here. He says, I want you to be on the ministry.
and I was like, me ministry team, nah, God wouldn’t choose someone like me to be on the ministry team. I mean, I’m a, I’m a gang member, like I’m a dope dealer. Like why would God choose someone like me? And I went back to my dorm that day and I compromised with what the chaplains told me. But God convicted.
and I said yes. Three months into my sentence, I was already at the podium sharing the gospel, and that’s when God showed me that I’ve called you to preach the gospel. Even where you’re at. And that was the beginning of God cultivating this vision for me and saying, the reason why so many men are in prison is because the lack of leadership, and a big part of that is they don’t know how to communicate.
So I spent the next five years. Pouring into leadership and communication. I remember reading a book by Zig Ziegler, we mentioned that earlier, called See You At the Top when I was in prison, Joel, I read those books and there was a section where he said, when you get a chance, join a public speaking club.
So I wrote it in my journal. It’s like my bucket list. Right? And I never thought that inside a Texas state prison there would be a public speaking club called Toastmasters offered to me when I got there. one day when I was at this, this prison, as a matter of fact, I’m going back to the same prison that I, that, that I was at for three years of my life.
Like I volunteered there every single week teaching men leadership, and one day on the intercom they said, Toastmasters, turn out. And I asked my neighbor, I was like, what? What is Toastmasters? . He said that’s some, some public speaking clubs. Just a bunch of guys go down there and they just speak. And I’m like, well that sounds really cool.
And I remember what I wrote . I remember what I wrote down in my journal is Join a public speaking club. So I went down there. and it was the most frightful thing I’ve ever been through because as I sat in the back, these guys are up there and they have time speeches, they’re executing and they’re getting evaluated.
And I told myself, nah, I’m good. I’m going back. I’m, I think I’m good enough. But I compromised with my dream for two months, Joel, until I finally said yes. In six months later, I became the president of Toastmasters. That’s why communication is so important to me now.
[00:42:13] Joel Erway:
That’s amazing. I love it. That’s incredible.
Corey, I want to ask you the same question, right? You came from the corporate world. You said you came from corporate and retail. Yeah. What’s the number one lesson that you learned that was transferrable over to this current chapter in in your life of leadership development, working with coaches?
I think it goes to leadership.
I think leadership is everything. Leadership is sales, leadership is marketing, leadership is influence. Now John Swell coined the phrase, leadership is influence. Nothing more, nothing less. And you know, and, and in my time in corporate, Joel, I actually, I, I was in the Navy for eight years. I used to flying helicopters.
I thought I was going to do that for the, for the rest of my life until, you know, I started, we started having kids. I have five kids and a beautiful wife. Been married for 23 years now. And I got out and went into the retail world. And in the retail world, what I found is the people that can communicate the best, they get paid the most.
And at the time I was trying to, I was trying to feed the family Joe. Like I have a, a, a picture on my wall right now. If I look at it, it’s like right over there. I can’t see it right now, but it’s my son in the, in the swimming pool. It’s my oldest. And I remember the moment where I had my young, my youngest son at the time, I had two kids, he brought me 35 cents and he said, dad, I want to get in the pool now.
Look, I was 25 years old, had a, had a job, served my country and I couldn’t pay for him to get in the swimming pool. And at that moment was, Hey, I need to do something with my life. So I picked up the book, 21 year Fever loss leadership. Picked up a couple like Zig Zigler, and just started really reading an impact and then, and finding.
the more I, I was able to lead and raise my individual leadership lead, the more I actually was able to create value for people and the more value I created. actually also monetary wise, money came, came in and I was able to give more back to like my church, the community and also raise my family the right way.
So so throughout my career at best, at, at, you know, in retail, I was able to promote leaders do a lot of those things. And then it came to a point where I guess I was doing too much. They were asking me to do a lot, create leadership programs, and then I got called in office and said, Hey, you know what?
You need to stop posting about leader. So I posted more about the company and I, and I remember there was like three times that happened. My wife was like, Corey, I think it’s time for you to actually launch. Like she, she believed in me more than I believed in myself. And then maybe a lot of people that’s, that’s listening right now, that you may have other people that believe in you more than you believe in yourself.
And I borrowed her belief. And then, you know, it took me five years though, and I finally launched. And I launched out three months into the pandemic, which, you know, I always joke this, it’s, it’s the best time to launch right. It was actually probably some of the worst time people think, what was the word?
But it was the right time for me and to, so to this day, you know, I know how important it is to, to lead and communicate well. because if you can’t lead and communicate well, you, you can’t build a tribe. And, and, and, and part of 20 business, we build a tribe a Facebook group in a community where actually we build this tribe and this group and this, this community of people that can come, come and learn and develop it also at the same time, take the next step.
And, and if you’re great, if you’re great at leadership and communication, you can actually do that. And you can do it very well. But it just takes practice.
[00:45:29] Joel Erway:
Yeah. Yeah. So powerful, man. Like you can definitely tell just from this very short conversation that we’ve had and we’ve had multiple conversations the impact that communication has had on your both of your lives is paramount and crystal clear, right?
Just understanding that the higher you communicate, the higher you earn, like the, the higher level that you speak, the, you know, the more that you will make. It’s so true. You guys I think it was Tuan, you mentioned this, I don’t know about like 20 or 30 minutes ago in our conversation you said, you know what?
There’s, there’s other people out there who teach very similar things that we do, but once you get in, right, like can you learn how to grow your coaching business and get clients from other people? Yeah. Like of course, right? But it’s not going to be from us. Like, it’s not going to be the Corey in wan way, right?
It’s not going to be through our lens when you get into, like, we don’t market this as a leadership course. We don’t mark this as a leadership development program. Right. Yeah. We’re going to show you how to get clients, but once you get into our world, yeah. We’re going to teach you leadership. Like Yeah. We’re going to teach you communication.
Yeah. We’re going to teach you messaging. Right. And it’s a lesson that I want people to understand that, you know, number one, if you are looking to there’s nothing more. it, it’s kind of like a meta lesson, right? Because we talk about, we’re really talking about like the different layers of, of influence.
Like you have the external layer, which is going to attract people in, and then you’ve got the internal layer that’s going to keep them there, right? And you, and your message that that attracts people in has to be very specific to the problems and the pains that they’re facing. And then it’s, once they get in, it’s like, alright, so you can sell them what they want, give them what they need, right?
It’s like, you want more clients. Cool, we can help you, but what do you really need? Well, you need to level up your communication skills. You need to let level up your leadership skills to get better results for your clients and to attract better clients. So, it’s so I love talking about leadership, but leadership is really difficult to sell because you can’t really sell leadership.
Everyone No. Is really looking for leadership. Some people are, but like, it’s always wrapped in a different message. So anyway, I just wanted to kind of highlight that because I thought it was really. Unique to hear your guys’ stories and experience as that, as that has evolved.
I love how you wrap that up too, Joel, because like a lot of people come in and they, you know, they, they come in, they need leads.
I mean, who doesn’t want leads, right? Yeah, I saw this crazy meme and said they, you know, had a a van, white van and they said kidnapping coaches since like 2020. And you like free leads on the, on the side of the truck and, and because that’s what people think they need leads. But you know what, I love to see the transformational, like, like say Joanna who comes in and we teach her how to lead her company.
So, she comes in, she says she want to be a coach, and then she evolves to, I’m a coaching company owner and I, and that’s, that, that’s the thing. I think if, if it was anything that we, that wan and I do in our business, it’s kind of like if you’re going down the street, you see a sign on a building that says under new management, I think you can hang a sign in front of Premier Excel coaching and you can, and you can actually put, we, we build.
because that’s really what we do. We build leaders or, or you can say leaders are leaders made here. Yep. Yeah. Because we systematically develop, help people systematically develop themselves. So now once they are a coach, then all of a sudden now they, we help them also at the same time, build a team and know how to lead a team so now they can have freedom in their business.
Because at the end of the end of the day, a lot of the, a lot of the people want to have the freedom they want to have the time, but you can’t have that if you’re digging into dms all day. If you’re doing all. , but what if, what would it be like if you had freedom and you had time to go travel? And that’s where like the true transformational experience happened.
But that’s where we teach and the evolution of the process within the program. But yeah, at the beginning, yeah, we’re going to help you get your first climb, but then all of a sudden, you’ll say, man, this the guys show me how to communicate and lead the same time.
Yeah. You know, Joe the number one question most prospects ask us or is how much time will it take? How much time? Because at the end of the day, everybody wants to redeem the time. One of my favorite Bible verses Ephesians five 15 and 16, you can go look it up, but the possible Paul tells us to walk circumspectly or carefully, not as fools, but as wise redeeming the time.
Because the days are evil. I want to focus on redeeming the time. Redeeming the time actually. Improve opportunity. Secure what’s lost or buy back time. One thing we realize is we want to help coaches redeem the time in their coaching business because we know we can do that and we can help them launch super fast.
They’ll understand that there’s way more faster methods to building a six figure coaching business.
[00:50:34] Joel Erway:
Powerful man, it’s a hundred percent true Selling towards time. Is a better client attraction mechanism than selling financial gain for the most part. Yeah. Right. Because people who value time over money typically are a different type of, different type of prospect and different type of client.
If you, if you value your own time more than you value money, then we talk about that as like almost ideal high-ticket buyer, but, God, I wish we could, I wish we could continue this conversation, guys. This has been a lot of fun. It actually took a, it took a much different turn than, than I than I anticipated, but I had a blast.
You know, obviously you guys work with coaches and consultants, transformational leaders and transformational coaches. Where can people check your stuff out? Where can people connect with you? Let’s drop some. For one, they can, they can connect with us on Facebook on our, on our actual Facebook accounts.
We also have our Facebook group, which is The Launcher Offer Method for our high ticket coaches, which is our, that’s our group that we have. They also can go to premierexcelcoaching.com to connect this, connect with us on our website as well. But it is just a number of ways we have Kingdom impact.
On Instagram so he can follow us on Instagram as well. But definitely we’d love to connect with anyone’s listening. And if you have a heart to serve, you want to know more, definitely come check us out.
[00:52:06] Joel Erway:
Awesome. You guys have been amazing, Corey, Tuan, it’s always great to connect. We’ll make sure to include those links in the show notes.
And I appreciate you guys more than you know. And so if you, as are, are in the market to. Get more clients if you’re in the market, to improve your leadership skills. If you’re in the market to improve yourself as a, as a better person. I highly encourage, go check out these guys. They’re amazing. And I hope you just took this time to get an insight as to who these two people really are and got to really embrace their personality and enjoyed this conversation guys.
I appreciate it as always, and we’ll see you all on the next episode. Take care.
Thanks for listening to this episode of Experts Unleashed. If you are looking for new and innovative ways to design and execute your plan to become a six or seven figure expert without the massive team, apply firstname.lastname@example.org.