Need to start making money, like, now? Well, where do you even begin? If you’re like most new coaches you’re trying to do 1000 different things including perfecting your website, learning how to use Instagram and starting a blog. But what’s really important when you’re getting started? That’s what Michelle covers in today’s episode.
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Hey there health coaches! For all you new health coaches out there and even if you feel like you’ve been around for a while but your business is just kind of flagging, I know that sometimes it feels like, okay, today is the day I have got to get this going. I am going to dive headfirst into my health coaching business in a big way, but then where do you start? If you’re like most new coaches, I know that you’re trying to do about a thousand different things including perfecting your website, learning how to use Instagram, starting a blog, collaborating with so and so doing this other thing over here and that’s exactly what I did when I was starting out, which led to massive burnout about a year later and I don’t want that from you. I want you to learn from my mistakes. I also want to let you know that it took me years to start making a proper salary because my focus really was fractured.
I had no strategy. I was just like this, boom, boom, boom, boom, boom, boom, boom, like trying to do anything and everything, handle anything. Go after every opportunity and without that focus I burnt out of course. Right, of course. So if you want to find… [unintelligible] …that us where it should you find… [unintelligible] …and painfully than I did, where should you get started? That’s what we’re going to be talking about in today’s episode. Now if we haven’t met before, my name is Michelle Pfennighaus and I’ve been a health coach with my own private practice for the past 10 years. I act as a mentor for my fellow health coaches -that’s you. And I’m also part of the curriculum at the Institute for Integrative Nutrition.
And before we get into today’s topic, I want to give a great big virtual hug to Claudia who left this review on iTunes. She said, Michelle, her podcasts and all of the content and programs she creates are extremely informative in a very fun and inspiring way. She helps us health coaches to not only become better business owners, she also teaches us how to get out of our health coaching mindset where necessary and into the mindset of the clients and what speaks to them. Michelle is on top of her game. Her content is up to date even ahead and she only provides quality content. When I struggle, I asked myself, W.W.M.D., ‘what would Michelle do,’ and I know the answer or I take advantage of the incredible health coach power community Facebook group to move forward. Applying what I learned from Michelle made me a much more successful and confident health coach.
Thank you Claudia. That is amazing and here’s why I really appreciate this review. Health coaches are out there looking for support. They’re searching iTunes, they’re searching, Google’s some people listening to this are like, yes, that’s how I found this podcast.
I needed help. And when you’re posting that you are feeling more confident and you are more successful and you’re even having some fun doing it, that is an enormous help for them. I’m on a mission to keep health coaches from giving up in the face of what can be absolutely challenging at times. So thank you Claudia, love you and for everybody listening and watching, please head over to iTunes or apple podcasts or whatever they decided to start calling it this week and share what you love most about the show. And we’ll just going to kind of pay it forward because a lot of people out there don’t take health coaching seriously, so we need to have each other’s backs.
All right. All right. Are you ready to dive in? Here’s the first question. This is our big question of the day from Shannon. Shannon said, I need to find clients, attract clients, get myself out there to get clients.I finally joined Instagram and I’m updating my website. Thank goodness I started all of this stuff. Even when I was down and out with my health, I need to contribute to my family finances now. Where should I start? I’m getting out in my community more spreading the word about what I do, posting on my blog, Facebook, Instagram. I joined Fullscript and practice better. Next step. Find more clients. Please share ideas. I’m going to join HPU you soon (and that stands for Healthy Profit University, which is my online program) and Shannon says she wants to put together an online course as well as group coaching, but how to get there as the biggest question.
Shannon, you’ve got lot of questions going on here. We’re going to try to break it down. Okay. I’m going to try to cover as much of that as I can. First I want to be super clear that there literally is no possible get rich quick or make money today aspect to health coaching, or at least I have not found it in a decade. And I say this as someone who has a multi six figure business. Yes, you can absolutely make money, but no, I’ve never been able to like snap my fingers and pay the mortgage tomorrow. So what I do is I teach a foundation that helps you build a smart business that works for you, but make no mistake, it does take time and it does take effort. And I think all small businesses are kind of subject to this general rule of thumb that it can take three years to get out of the red. Meaning you could lose money for the first three years of a business before you become profitable at all, before you even have $1 of profit. And that’s because a lot of businesses have a lot of overhead costs. Luckily Health coaching does not. And even from like my first day as a health coach, I was never in the red.
However, takes a while to really get the salary that you want, doesn’t it? So let’s talk about how to make that easier because Shannon, if I can help you make the most of the time and the effort that you’re putting in, I’m going to be really happy. The worst is when you’re putting in so many hours, so much of your energy, and you’re just kind of running yourself in circles. That’s the worst. I don’t want that for you. I don’t want to pay anybody. So here’s what I think about your situation. If you don’t mind me giving my 2 cents, it sounds to me like you’re doing all the little things, all the small rocks, you know, you’re filling your bucket with all the small rocks, but you’re missing the big rocks. So for Shannon and for everybody listening, I do have a free training that will go into this a bit deeper about how to create a profitable business.
Um, I have income goals just like you. So this is a really important topic. And I put together this training to help you plan your business in a way that helps you earn the salary that you want to make. So I highly, highly recommend that. If you’re listening to this episode, you also check out my free training at healthcoachpower.com/earn. Now Shannon, one big rock that I’m not sure, cause I don’t know everything about your situation, but one big rock that you might be missing in a lot of coaches are missing is getting experience. Like any experience, work with your neighbor, work with your neighbor’s dog, whatever you can do. Your first two, three, four, five, whatever your first 10 clients are so essential for finding your footing as a health coach and you to get testimonials, right? You have to have some case studies and testimonials to show prospective clients and those will come from your first, uh, your first round of clients as well.
So I call this the low hanging fruit. Your first clients are probably going to be people that you already know you’re already acquainted with. Now inside healthy profit university, which we mentioned this a second ago, I helped my students to reach out and get this experience right off the bat because I believe it is so needed. Before we get into any fancy footwork, any marketing techniques, blah, blah, blah.
Now I do want to talk about the flip side because some of you listening are going to be like, oh, I already have my first five clients, my first 10 clients. This is easy. You know, this is no problem to get clients. Sometimes that happens and coaches feel like, you know, they got this, like what’s so hard about building a health coaching business, they already got their first 10, 15 clients. But what often will happen is they quickly run out of the people in their current circle and then they’re left. Uh, kind of having to do what every health coach has to do strategically expand your circle to find more potential clients.
So you might be in the first category, um, where you, you don’t know where you can get those first clients and you’re going to have to like ask and talk to like your college roommate, your old college roommate who said she’s really interested in what you’re doing and let her know when you’re ready to take your first clients, call her up. You know, you might have to really try for this other people. It’s going to come easily, but at the end of the day, we’re all going to be in the place where, okay, now we have to start growing. So how do you do that? Here’s what I recommend. Here’s what I teach the first thing that like every health coach is not doing. No, I hope some of you are, especially if you’ve been listening to this podcast for a hot second, you need to define your business model.
You need to have a business model. It’s like a business plan, but not as complicated as you might think. It’s pretty simple. Who Do you serve specifically? Who Do you serve? What problem do you help that person solve one problem? One big problem and how do you make money? Especially that last one. How do you make money? So in other words, you need a strategy and it should make sense on paper. Even if you haven’t filled your whole coaching roster, you should be able to see that if you’ve got this many clients and they were paying you such a map, you’d be making the salary that you want, so how do you get there? Well, once you know who you’re serving, what problem you solve, and what you’re selling them, then you can start with the second big rock, which is building a mailing list. Yes, your mailing list.
That’s what you need when you’re starting out. People, you don’t need a website, you don’t need practice better right off the bat. I mean, it’s nice if you have it, but you don’t need it. Don’t need to be figuring out Instagram, but you do need a mailing list. And it is miraculous to me how many times I can speak these words and yet every time I talk to a new coach, I’ll say, so have you set up your mailing list? And they’re like, no. I’m like, okay, I’m going to say it again. So it’s really simple. You don’t need infusion soft, you know actually if you’re not sure which email service to use, you can go back to episode number 61 that’s where we discussed like choosing the right email marketing tool and you can suss it out from there. But do start with that first.
Do not skip to the website, do not skip to the client management software. You need to build a mailing list and that’s the next, like the really big rock. The one that we really came to talk about today is selling, right? You want to eventually you want to make money by selling to your mailing list. Yes. Sometimes you will meet someone through social media and they will give you a call and do a consultation. They’ll become your client, but by and large, it is your mailing list that allows you to continuously make sales, not just today or tomorrow, but over time. Your mailing list is something that you own, which makes it very different than a social media audience, which you do not own. So you want to be very careful in building your business that you build an audience that’s yours forever unless they unsubscribe and that’s, those are people that you have to sell to, you know, this year, next year and the year after that.
So when it comes to how to sell, it’s kind of like an art and a science to this. And I teach this more in depth inside healthy profit university, but you see it done out there, right? I know you have, you see coaches holding webinars to sell their programs. You see coaches offering free consultation calls, et cetera. These are all techniques that they can work, they cannot work, they will never work if you haven’t taken care of the previous couple of steps. If you don’t know who you’re serving, what big problem you’re helping themselves and we haven’t built a mailing list, then you can hold a Webinar from now until kingdom come. You’re not going to get very many clients. So just kind of the stuff we’ve been talking today really goes in order and I want you to consider not skipping steps.
The opportunity to earn is there. I assure you sometimes it’s going to be right away that college roommate who wants to pay you today and get started tomorrow. Sometimes that happens. The opportunity is definitely there as you build your mailing list, but you have got to lay the groundwork first and for anybody interested in seeing like how the numbers can actually add up on paper because sometimes it’s just really helpful to be like, oh, I get it. If this happens in January and this happens in February, like up, up, up a buck and see how by December I will have earned a decent salary. Again, check out my free training, it’s at healthcoachpower.com/earn. Okay, any questions about what we’ve talked about so far? Please just hit me up in the comments. For those of you that are here with me live, I’m wanting to move on to another question that’s kind of related.
Okay. Because when we are not earning enough in our health coaching business, it’s easy to kind of think, well I need something else. You know, I needed another income stream, I need another thing. And sometimes that’s true and sometimes it’s not. Sometimes small. Lisa says here she skipped a ton of steps. Yeah. Like sometimes it’s like, well maybe I got to rethink the one thing that I’m doing before I add something else. But I think this is why a lot of health coaches get into MLMs, multilevel marketing situations because they’re not making enough as a health coach. So they’re like, oh well let me try this other thing. It seems a little bit more promising. I’m not going to say that they necessarily are promising to get rich quick thing, but I think it feels appealing for a lot of reasons when you’re not making enough money as a health coach.
So anyway, this is a question that came from Krishaunda, she said, how do you position as a health coach who also offers supplementation or whatever you’re selling with your MLM? Um, how do you position those services as a health coach versus being a network marketer who also happens to be a health coach? And then she said, disclaimer, I know Michelle is not really a fan.
I thought that was so funny cause Krishaunda, you know it’s not really that I’m not a fan. It’s that there’s two different business models, right? Like this is how I see it. One is let’s pretend that we’re in the restaurant industry, not the health coaching industry or the wellness industry, but we’re going to open up a restaurant so I could open up a deli, let’s call it Michelle’s Deli, mine, my name on the building. I make whatever sandwiches, whatever the heck I want, and my Deli.
I use whatever recipes I want. I source my ingredients from wherever I want, right? I’ve set the prices, whatever. It’s all up to me. That’s one kind of business model. And I think we can all think of restaurants that are like that. You know, you know the owners, they built this thing from scratch. This is their business. So to me that’s health coaching. When you are just like purely a health coach, that’s what you do. You set up your shop, the way you see fit, you serve your clients the way you think they need to be served and you make money the way you want to make money within that shop. But you can choose a different business model. If you’re going to open up a restaurant, right? You could choose to open an Applebee’s, right? Lots of people are doing that or TGI Friday’s or a McDonald’s or I don’t know, a Chipotle day or something.
In other words, a franchise where the business model is already set for you. The product has already created, the prices are set, the restaurant, you know, the menu is already there. You’re not making any choices, you’re probably not even allowed to make any choices are very few as to how you present this brand. So you’re actually, I mean, yes, you own the franchise but you do not own the brand or the overarching business. And to me that’s sort of like aligning yourself with the MLM where you are helping this larger companies sell their products and yeah, they’ve already done a lot of the heavy lifting for you. They probably have huge teams of people figuring out their marketing strategies and how they’re going to make billions and billions of dollars this year. And you’re going to be a small part of that. Totally legit. I got no beef with anybody who wants to open up an Applebee’s.
I mean I’ll never actually eat at an Applebee’s and I’m sure most of you wouldn’t either. But Hey, that’s just a health coaching preference we’ll call it. But my point is that it’s not like one is bad or one is right and one is wrong and what is bad and one is good. It’s just that they’re totally two different business models. And when I see health coaches getting into MLMs, I see one of two things happening. So what is that? They really are offering like Michelle’s Deli, you know, like it’s really their own business and they’re independent and their remaining independent and working with their clients to serve their clients and very, very best that they can. And if they sell like essential oils or supplements, they’re kind of doing it on the side. It’s just like a little thing that they do over here.
So maybe to like their friends, maybe once they have clients, if their client expresses the need, they’re like, oh, you know, here’s a supplement that might work for you, blah, blah, blah, whatever. And that might be through the MLM, but they keep it kind of like quiet and they’re not making a living selling this stuff. They’re probably not doing it the way that their upline wants them to. But they’re doing it probably because I get like a little discount on whatever the product is and they’re buying it for themselves. So it just makes sense to join the company in this way. So that’s fine. Totally fine. That being said, I don’t know if it’s worth it, I mean maybe it is a, you’d have to run the numbers. Is it worth even bothering with this other thing and this association with this other company so that you can make an extra 20 bucks a month?
Maybe, maybe not. So that’s one way that I see health coaches balancing the two things. And that to me is sort of like if I ran a deli, but then I had like a, what would I have in my deli? Harmless harvest coconut water, you know, in, in the refrigerator case. Now that’s a brand that I would be selling, right? And I’m going to make a profit off of it, but it’s not, that’s not my whole brand. That’s just like one little product on the shelf. I’m not pushing it. I’m not representing myself as being part of harmless harvest. Just happens to be a brand that I choose to stock in my shop. So that, I think that is one way that you can combine an MLM or affiliate marketing if you’re an affiliate marketer with a particular brand, with your larger business, which is health coaching.
The other way that I see health coaches go is more like this. They’re like, Ugh, I’m not making enough money. This stinks. Oh, I could get involved with beauty counter or oh, I could get involved with young living or whatever. My friend made $1 million doing it. Let me just try that instead. And they really take that on. I know some people who do it really, really well. They’re 100% authentic about the products that they’re selling. They’re not always, always, always asking me to join their team, which I really appreciate and putting out good content. My friend Nina works for beauty counter and she has a great Facebook group all about reducing harmful chemicals and like your family life. It’s a wonderful group to be a part of. The other day they were talking about how a bat house, if you had a bat house like on your property that gets rid of mosquitoes.
So that eliminates the need for, you know, spring off all over your body. Anyway. I don’t know if that’s true about, about the bats, but that was like giving me some great value for being part of her group even though I have never bought anything by beauty counter. So I think that there’s a way to really wrap your, represent yourself authentically and the people who want to hear your message and they want your products, they’re going to buy them. Um, so that seems to be like her main thing now. And I know some people who make their MLM, their main thing are doing like a little health coaching on the side, so if you buy their products, maybe they’re also offering you some coaching along with it. I’m not really sure how that works.
What I have heard is that the coaching is usually free when you buy products from them, so you know that’s the thing. I don’t see coaches who were in the middle. I see it flipped like 90 10 this way we’re 10 10% MLM or I see it flipped the opposite way. 90 10 where it’s 10% health coaching, 90% MLM. I don’t know of anyone who has like a 50 50 split and their business, I’m sure somebody out there, but I think it either can play a very small role or it takes over your whole business and that’s what I have to say about that. Krishaunda, I hope it works out for you. Whichever business model you choose.
All right, here’s a question that came from Donna and Donna said, I’m a Newbie. I need some advice. One of my potential clients has a son who’s on an elimination diet and this is the text that she sent. Hey Don, my son was diagnosed with something I can’t pronounce. I have to do the six food elimination diet. What are good substitutes for eggs and milk? He’s allergic to rice, wheat, corn, eggs, seafood, all nuts, oats and milk.
All right, well Donna, I know you got some good answers inside the Facebook group of people being like, Oh, you know, you can substitute this for eggs or whatever, but I just wanted to like back up the truck for a second and read again that first line of your, of your message you wrote, you need some advice about one of your potential clients. Ding, Ding, Ding.
Who has a son who’s on an elimination diet? Donna your potential clients and not people that you are going to be providing this level of support too or slash any support to a potential client is not someone who gets answers from you. They are not texting you with like, can you give me ideas for breakfast or what I can give my son instead of eggs? Like that’s inappropriate relationships. So I want you to draw a much stronger boundary around yourself and someone is a potential client and they need to know they have a problem that you can help themselves, but you’re not starting to help them solve it yet. And in addition to that, I don’t know what your relationship to your paying clients are, but if the client is paying you to help them with their own health, that is very different from now help me figure out everything related to my son’s health.
You know what I mean? That’s almost like a separate client. And if you were going to be working with someone, um, who was a child, I mean, of course it’s the parent who’s paying you, but the emphasis is on the child’s health. So I don’t know if that’s what you intended all along, but I see like this could be kind of breaching several different boundaries at once. If I have a paying client who I’m working with and they’re just like, oh, hey Michelle, also, let me tell you about my husband. You know, he’s got this whole thing going on, blah, blah, blah, blah, blah, blah, blah. I’m like, I mean that’s great. Does he want to set up a consultation also? I don’t work with men, so can we go back to talking about you? All right, so that’s what I want to say about that.
Cut this person off. Get them signed on as a client or no more answers, no more allergy elimination, diet advice. Got It. Good. Anybody else? Find yourself in this kind of situation. People asking for advice and you’re like, hello, this is what I do for a living. I can’t just be texting you advice and coaching you all day long. Yeah, you’re not alone, Donna. It happens and you have to really know your boundaries. Let’s move right along here, but are the questions you have for me today.
I have one from Raquel and she says, I could really use your help regarding a client of mine. She’s addicted to Coca Cola zero. She drinks one and a half liters of it daily. She gets anxious if there’s no coke in the house and will drive for a long time just to get it in. Her goal is she wants to come down to two liters per week in six months time, so obviously she’s not ready to give it up completely.
I would like to hear your strategies on how to guide and help her with this. I pulled this question out not so much because I have an answer for you Raquel, but because I wanted to share that diet soda, I have found to be the most addictive substance on earth. Not through my own experience. I don’t think I’ve ever had a sip of a diet coke in my life, but clients I work with, they, they’ll stop drinking coffee. I mean it’s hard, but I, you know, I can get people off coffee, I can get people a cut back or like reduce the alcohol they’re drinking. I can get people to cut sugar. I can get people do all kinds of things eventually, right? If they want to make change in their lives, I have got to tell you it getting somebody off diet coke is about the hardest thing you can be up against and it’s the caffeine and it’s all the chemicals in there.
I mean it is like a toxic mess. So don’t stress yourself out trying to fix this. If I had, I have had clients like this in the past and I have freaked out about it cause I’m like, I don’t know what to suggest. I mean, I suggested she drinks this instead and I suggested blah blah blah. But it’s really hard. I even had a client one time, um, cut back and when she cut back she got all kinds of withdrawal effects to the point that I was like, I think you need to see your doctor. Like I don’t want to be involved with this. It would be like if a client was taking like Benzos and you as a health coach, you know, they’re telling you like, oh, I’m going to cut it down by half. I’d be like, no, no, no. You go talk to your doctor about that because the withdrawal effect can be deadly.
And again, that’s like way out of my scope. So I just personally think that diet coke belongs in the category of like controlled substances that like go way out of scope for a health coach. Um, to get too involved with, of course, encourage your client. But if I were you, I would just focus on everything else. I mean, if you could get this person to change the way that they’re, uh, moving exercising, if you can get them to change the food that they’re eating for breakfast, lunch, and dinner, and you can get them to start, I don’t know, singing again, doing things that they love, dancing, whatever it is that this person is into, potentially the Diet coke addiction will fall off on its own. But even if it doesn’t, you will still make a huge impact on this person’s life. Do not put it on yourself that you have to solve the diet coke problem for her. It’s a really hard nut to crack. Lisa says, I used to be addicted to Pepsi, Vanilla. Ugh. Sometimes I forget all the different kinds of sodas out there. I mean I haven’t been down that aisle and my years.
Alrighty, uh, all right, I got another question here and I am looking in the comments. If you guys have anything for me today, I mean this is your chance to get some straight answers from me once a week. So take advantage and for everyone listening to you haven’t joined our group yet, why not head over to healthcoachpowercommunity.com you can join in on these Q and A’s live every week. Plus we get lots of other great stuff going on in group. You can ask your questions and I would like to see you there.
Here’s a question from Jordan. Jordan said my computer is on its last leg and I’m wondering what to get next. What do all of you use for your health coaching practices? A laptop. A tablet, what brand? I currently have a very old Mac book, but what do you guys use?
I don’t think there’s any like one answer to this at all and I’ve often wondered how, I wonder if I could run my whole business from a tablet maybe, although I do a lot with video so I’m constantly like downloading big video files and I do a lot in Photoshop because I used to be a graphic designer so I have a lot of Photoshop files so I don’t think I could do everything on a tablet. But if you’re not doing a lot of heavy lifting in terms of like big files, if you’re just basically someone who’s using like a Google doc for your text documents and something like Canva for your artwork, you very well may be able to get away with just a tablet. Anyway, I have a Mac book pro. I am a Mac girl and apple girl up down and sideways, so I will always have an apple product that just comes from having a background in graphic design.
It’s what I’ve always used and what I love about them is that they just work, they just work, they don’t break. I’ve never had a problem. I had my last laptop for like nine years, and then I finally upgraded, um, just because it was getting old, not because it didn’t work anymore, but it just wasn’t keeping up with some of the newer software and it didn’t have enough space on the hard drive and that’s it. Otherwise I probably would’ve kept it forever. So I just use a Mac book. Um, and then I do have a second monitor, which you didn’t ask about, but I know I mentioned this from time to time. If you’re going to be doing anything like what I’m doing right now, a Facebook live or webinars, any kind of online presentations, it can be really helpful to buy a second monitor.
And that does not have to be an apple product. I’ve got to tell you it’s a much cheaper product and it does just fine for this purpose. Just got to keep all my little presentation boxes in my, everything I need out in front of me. So it works. And it doesn’t have to be a retina screen or anything like that.
Amanda said, I followed your advice to get testimonials after my group program. Meaning I wrote it up and ask them to revise it and it was crickets.
Oh No, Amanda, why do you think that happened? She says, how many times should I follow up? Well, I don’t know how you did it. Typically if you do something like, if you send it out to like a group, like a mass email, you’re less likely to get a response. If you reach out to people individually, you’re more likely to get a response.
Sometimes people are more responsive over Facebook messenger versus email, so I don’t know, but I would definitely follow up and try to make it whenever you did, try to make it even easier. So if I say something like, Hey, can you answer these questions for me? Or Hey, could you write something up about what you got? I’m doing this program with me. That’s what I’ll often hear. Crickets. Not because people don’t want to provide a testimonial because it just sounds like work. But if you make it sound super, super easy, like you write it up and you’re just like, just write back, yes or no, maybe you’re more likely to get a response because they’re like, oh, I literally just have to type three letters. People are funny, right?
Candace says, I just joined, I’m not sure if this was asked, but what are five things a brand new coach could do this week to jumpstart their coaching business? Oh, what a well thought out question Candace. I should have answered that up front when we started talking about the big rocks. You know what if you haven’t, if you weren’t here for the beginning of the episode, go back cause we talked about four big things that you need to do. Um, I don’t know if there this week before big things that you need to do to Jump Start Your coaching business. And if I had to add a five, I would ad blocking off an hour of your day in your calendar every work day so that you can eat. And shower because it is so easy when you get work and you’re working for yourself and steam is just coming out your ears and you’re on that laptop that we just talked about. It’s easy to say, oh my God, I never took shower today or I never ate lunch and it’s the worst when your health coach and you’re forgetting about your own self care. So I’ll make that number five for you.
Hey you guys, next week we’re going to have a very special guest on the show and I don’t usually have guests but we’re going to make an exception because I want you to build your business of course, but I also want to help you build your skills as a healer. So definitely be sure to join us in the Facebook group next Tuesday at 3:00 PM eastern time as we record and if you can’t be there, just keep an eye on the podcast. I will be the next episode that we released. It’s going to be a super, super fun one and in the meantime keep asking great questions. I will keep answering them or remember if you need to get your business going, something you can do this week or right now is start with my free training at healthcoachpower.com/earn and I will see you next time. Take care everybody.