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HBO and The Ringer's Bill Simmons hosts the most downloaded sports podcast of all time, with a rotating crew of celebrities, athletes, and media staples, as well as mainstays like Cousin Sal, Joe House, and a slew of other friends and family members who always happen to be suspiciously available.
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Still, struggling to close clients? Feel like your price point is sabotaging your success? In this episode, Ashley Lorraine, a former school principal turned seven-figure real estate investor, sits down with Tom Krol to fix what’s broken in most coaching businesses: the mindset around pricing and selling.
From setting the right offer to structuring better calls, this episode is a masterclass for every coach who is tired of discounts, delays, and disappearing leads.
You'll Learn How To:
- Set a price that reflects real value and converts
- Stop “mothering” your clients and start leading them
- Use the “pivot question” to move from help to the close
- Break big results into small, sellable steps
- Design your modules so clients don’t stall or ghost
What You'll Learn in This Episode:
- (03:07) Ashley’s journey from school principal to real estate and coaching
- (05:22) Shifting from high-level execs to average earners
- (06:25) The mistake of not giving your clients a chance to take action
- (08:09) Why your clients might be stalling (and how to fix your modules)
- (09:15) Why your vocabulary may be too complex for your audience
- (13:31) The 5 golden rules of organic marketing
- (13:34) Rule #1: Copy somebody's style that you can agree with
- (14:10) Rule #2: Make it big
- (14:29) Rule #3: Consistent
- (14:45) Rule #4: Singular
- (15:53) Rule #5: Fast response
- (20:31) Get attention, hold attention, monetize attention
- (24:38) How to find people who are willing to pay
- (28:23) Why a single primary offer can out-convert complex programs
- (30:35) Coaching business revenue stages: 10K → 40K → 100K/month
- (33:00) What makes someone say yes: conviction, clarity, and contagious belief
- (35:51) Three things you want to sell to your male audience
- (38:22) Coaching business is a people business
Who This Episode is For:
- Coaches who are tired of chasing leads and discounting offers
- Aspiring educators transitioning into the coaching space
- Entrepreneurs struggling to create a scalable offer
- Women in coaching who are ready to lead with confidence
Why You Should Listen:
If your price feels “off,” your conversions are lagging, or your clients aren’t taking action, this episode will show you what’s happening under the hood. Ashley and Tom break down the emotional and strategic layers that separate coaches who get stuck from those who scale up.
Resources:
Start a great adventure and an awesome journey in coaching. Don't miss the Nashville event! Visit coachinginc.com and fill out an application form.
Follow Ashley here:
- Ashley’s Instagram: @ashleylorrainemed
- Ashley’s Facebook: Ashley Lorraine, M.Ed.
- Ashley’s Tiktok: @ashleylorraine.med
- Ashley’s YouTube: https://www.youtube.com/@ashleylorrainemed
If you would like Tom's help in building/scaling your coaching business, go to www.coachinginc.com and fill out an application for your opportunity to work with him personally.
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