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Interview Transcription
Morris: How do you get your first high-ticket client and what strategy would work best for you? That’s why in this video, I’m sitting down with Victor Vizcaino, who recently signed a very important client for his coaching business, and he has a story that I think will help you with your marketing strategy and also with your mindset when it comes to finding high-ticket clients.
My name is Morris, and you are watching my channel CreateGrowProfit and let’s dive straight into the conversation with Victor Vizcaion and hear his client’s success story.
Victor, thank you so much for coming to this call today and sharing your story with us.
Victor: Thank you, it’s an honor to be here.
Morris: You and I have spoken a lot in the past we’ve worked together a bit as well but for anyone watching, what kind of coaching do you do and how did you become a coach?
Victor: I am an endurance sports coach that’s what I like to call myself but I do a lot of coaching with athletes who are wanting to do marathons or triathlons. Lately, I’ve been specializing a little more with marathoners just because I’ve done many of those and that’s my specialty as a marathon and then I added transformational marathon because ideally, I love to work with people who are interested in experiencing the transformation that comes with a marathon.
So I work with them in a holistic way so that doing the marathon doesn’t have to derail other parts of their lives on the contrary it can enhance their relationship, their work through creativity and all that because they are doing something healthy but a system in reaching other goals not just getting to the finish line.
Morris: So how did you become the coach that you are today? How did you specialize in this coaching topic?
Victor: I think because before I got into marathon running, I would hear the marathon being used a lot as a metaphor for personal growth. So I was into personal growth first and then back then it was with Tony Robbins, I believe it was the early 90s or mid-90s and he would use the marathon as a metaphor and I hear it a lot you know life is like a marathon. It’s not a sprint, it’s a marathon.
Or when they’re talking about doing hard things, they always refer to yes, don’t treat it as a sprint, it’s a marathon. And then when Tony Robbins was challenging me to do hard things, do the things that are hard, commit to something. And I thought, okay. And then when my sister said, hey, you should do a marathon, the idea lit up in me and said, oh, yeah, I definitely want to try doing a marathon from there. Then I continue to follow Tony Robbins and then Brendon Burchard and other leaders in personal growth.
And then I thought I should become a coach myself At the very least, I want to be able to self coach myself to other dreams or other ideas. And thinking about that idea, it just gave me more creative thinking or easier to learn something, because I’m thinking of how I would teach that to somebody else. And I think it’s just the way my brain works from the beginning is either it’s my kids or somebody who I’m trying to influence, I’m always learning something, and even if it’s in my own head, I’m already thinking of how would I teach that to my kids, how would I influence my spouse?
And I think that’s where the seat of becoming a coach started doing that. And then I became a certified high-performance coach with Brendon Burchard. Then I went to Evan Pagan and I did the virtual coach. I became certified with them, and I was still working for UPS full-time, and once I retired in late 2021, and that’s when I decided I wanted to do this full-time.
Morris: And now you have your coaching business, and you have signed your first high-ticket client very recently. So it’s all coming together for you nicely. It’s working for you. The main reason why I wanted to do this call with you today is because of the story that you told me in one of our calls regarding your high-ticket client. Can you quickly summarize how that happened and share some of the details regarding the context of your high-ticket client?
Victor: Absolutely. The client that I enrolled was a referral client, so somebody referred them to me. I get a message that says, hey, someone referred me to you. And the message also said I want to qualify for the Boston Marathon. Are you still coaching? I responded back, I didn’t know who this was because it was through the messenger. I was kind of a little suspicious. I said yes. I’m still doing it. I’m busy this week. But you can schedule yourself through my website.
I gave you the website, and if you have any problems, you can contact me my email. Ten minutes later, I get a message on my phone that somebody scheduled themselves for a strategy call. I thought, oh, that’s when I realized this is a real prospect. And then, of course, I think it was going to be a Monday morning. Monday came around. I came around to the call and yes, my prospect big dream was wanting to qualify for the Boston Marathon.
I felt that it made that was the ideal client right away. It’s like, okay, I’ve been to the Boston Marathon, know what it’s like to want to have that. If there’s any ideal client for me, that would be it, someone who wants to do the Boston Marathon. So it made things conversation much easier because it was around what lights you up about the Boston Marathon. And a lot of things were similar as to my own aspirations for wanting to qualify for the Boston Marathon.
And I easily was able to let her know what I can do for this client, what I’ve done for other athletes in my club, because it’s another reason why it’s an ideal client, because I’ve been helping friends. I’ve been helping other athletes in my club, coaching them to improve their running. And some of them have qualified, some of them have not. But no one has come to me specifically and said, can you coach me to qualify for the Boston Marathon? So the fact that they were very specific, I think, made me feel that it’s making my job easier, more clear.
Like, oh, I have clarity as to where they want to go. And I have dreamed about what I would do for somebody if they wanted to qualify for both, and they were in the same shoes that I was, what would I do for them? So. Yeah. I made that procedure a little bit easier and just letting them know a lot of my expertise. A lot of what I would be able to do for them. And also just asking them questions as to their reason. What is their why? And really getting to know their reasons is much easier to address or let them know that I could help them based on those answers.
Morris: One thing that really stood out to me as you told me this story here, is that you are already involved in a group, and I assume you’re helping there, answering questions, supporting people because you’re passionate about this topic. You’re not paid to be part of this club or to train in this club.
Victor: Correct.
Morris: And this really reminds me of what virtual coaches like to do digitally, and that is joining Facebook groups or existing communities on their favorite social media platforms.
Victor: Yes, absolutely right, Morris. We’ve been having a lot of conversations about that, and I find that it’s absolutely true. Once you start realizing how referrals start to work, and how the words get out, it’s easier to present your value to people that you care about.
For example, with my club, it’s a game changer because I go with the idea of trying to provide as much value to them as possible. But at the same time, in order to provide that value, I need to ask questions. I become more curious, what is it that you are struggling with? What are your dreams? Why do you want those dreams and accomplishment? And then I can ask myself, how can I either answer those questions or provide more value to help them get to where they want to go?
Morris: Getting into the habit of asking good questions and then listening to their answers is what I’m hearing you say.
Victor: Yes. And correlating those two with the way you’re going to provide value is by really knowing what they want and how other prospects this is going to help other prospects. That definitely makes a difference because every time you’re thinking, okay, how can I provide more value and present it like that.
Once you start to realize that this is very valuable tips that you have to help them out, then you can present yourself. And a lot of times I love introducing myself as I am Coach Victor Vizcaino, and I have a few valuable tips for you. And I think that it does make a difference because now they see, okay, here’s a coach.
And even if, for example, you tell me you’re a coach and you’re able to create value for me, even if I don’t immediately say, okay, I can use Morris right now, I may think of somebody else, oh, my gosh, that’s exactly what my friend Leo wants. And I can now refer you, oh, you have to talk to Morris because he has a lot of good tips and he would be a good coach for yours somewhat of those lines.
Morris: You’re saying that, yes, help generously. Don’t be afraid to just help whenever you can, providing value, but at the same time, remind people of what it is that you do and also have a good label for what it is that you do. Like when you introduce yourself as Coach Victor, that carries your coaching label and makes people understand, okay, there is a follow-up conversation to be had either for myself or for friends.
But then at the same time, you’re helping them reach their goals in the running club, but always reminding them that you are also a coach and available for further questions. I like, uh, this mixture of free helping for free, providing free valuable content, but always gently reminding people of your position in the marketplace as a professional coach.
Victor: Yes. And I think that people are thinking they want more than just the regular tips, because I think that’s what coaching is. We can all probably find the information on the Internet, through YouTube, through everything and just information. We don’t need a coach.
But when a coach comes in handy is, how do you apply those? And when we face with a fear of having someone there, I’m afraid of this and something hitting the way for some reason that it’s not clear to me. Having that outside person to ask you is like, okay, what’s happening? What are you feeling? Why are you not doing the things that you said you were going to do? You can both go on a journey of self-discovery, discovering, okay, yeah, I think that my fear is this.
If your fears, for example, that I’m going to fail, because that’s one of the main fears is that if I fail at whatever it is that I’m tempting, the pain is going to be great. And a coach can see this, hey, this is something that everybody faces. And here are some ways to deal with that fear. And what you’re going to gain is way more powerful than the fear that you’re experiencing.
Morris: I want to ask a follow-up question about your marketing experience now, because looking at your timeline, you decided to go full-time coaching end of 2021. Now, right now, at the moment of recording this, we are only in the middle of 2022, and you’re already signing up high-ticket clients. Now, comparing that to most people trying to make money online or starting an online business, you have progressed very quickly, and successfully, but also hearing you tell your story now, you have invested time into your running club, into building your network, into building your knowledge already way before 2021.
So you have brought that knowledge and influence into your coaching business when you launched it. So now, looking back at everything you’ve achieved and everything you’ve learned in this process, if you had to redo it again, what would be the one thing you would prioritize the most in your marketing strategy? Like, you have to go back in time, you have to restart, but you keep your knowledge. Where would you double down in your marketing to finding high-ticket clients?
Victor: A couple of things I want to say with that. The one thing that stood out to me in coaching from Evan Pagan that was different from the other coaches is that they said something like, no one goes out just looking for coaching. He said, what they’re looking for is results. And that kind of like, okay, yeah, that is true. I haven’t found people who are just like, hey, come coach me.
But if they’re looking for a specific result, such as the one where somebody wants to qualify for Boston, and Evan Pagan gets a lot of examples of that, they want to lose belly fat, a specific, very specific result. I always use the six-pack ABS. You know, somebody wants something specific results, and from there, it just spills out into other things that they want. A better version of them. And you’re always pointing out what that might look like, and they start to dream their own dream.
And that’s where we can go, oh, not only can I get you a six-pack, but I might be able to pin the girl of your dreams too. Something like that. And being specific, then it makes you think, okay, then where does that person that wants to qualify for Boston would hang out? You just have to learn, where did they hang out? So now you can go and create value for people who first that you’re interested in, first because those are the results that you’re not specific.
You probably can bring a lot of results to a lot of people, but if people are looking for a certain result, you can start to hang out where they hang out. And that might even be your client that hangs out, but they’ll know the client that’s going to come for you. So that would be my strategy right now, is to double down. And that’s what I’m doing. I’m creating value at where I am passionate. I’m passionate about running.
I’m spending time with my running club, I’m with my triathlon club, going to the races, the marathon races, and spending a little time there doing in my questioning, giving them tips, and also asking, what else do they need how can I serve them better? I would say that that would be the number one strategy, is to continue to hang out where your prospective client is. And that comes with clarity.
It’s really difficult when you don’t clear of the result you want to deliver and the client you want to serve or the people that you want to serve. But once you start getting clarity in that, it makes it much easier. So I see the number one strategy if I had to go back in time, is I have to get specific. I have to know who do I want to serve. And that might take you a while to really, um, probably eliminate all these other options that you’re thinking about and say, okay, because I think that it’s harder than people think because we think of like, I want to help everybody and these ideas and these options.
So when you say, well, I want to specifically, something in our brain doesn’t go very well, I was like, no, I don’t want to just help this client. But if we can put that aside and say, you’ve got to be specific, and then you can start broadening. Because then once you start learning how to help this specific and get the word out, get your name out, you may be able to help somebody else and then others and then get broader.
Morris: Victor that is so incredibly valuable, what you’ve just shared. Because like you said, let’s take the Boston Marathon as an example. You can help people run all kinds of marathons, right? Right. But by you deciding, okay, I’m going to help people who want to run the Boston Marathon, that’s how you find your clarity, and that’s how you will change your communication, and that’s how you will decide where to hang out.
Now you can figure out, where do people hang out who want to run the Boston Marathon. And that’s where you’ll go. Even though you could help anyone with any kind of marathon, by being so specific and clear, you are improving your messaging, you’re improving the conversations that you’re having, and those people will feel understood by you. You’re not just any marathon runner or even just any sports coach. You are particularly passionate about running the Boston Marathon. And this specificity which you’ve just highlighted is so powerful.
Victor: People will pick yo even though they may think there are a ton of coaches that they can choose, but they’re going to pick you because you’d be able to relate to them. Because, like you said, you understand them. You’re very specific, so you’ve gotten to understand that specific person who has that specific goal. And a lot of the times is because you’ve been there and you understand them, and you’ve had these conversations, so I could choose this coach, that coach, but I click with them because Morris understands that we have these conversations, and it doesn’t make you superior. Like, he is the best coach ever. It’s more like he’s the best coach for me.
Morris: Uh oh. Victor, I love that. Yes. That’s the most powerful feeling we can create in a potential client is when they say, you are the perfect coach. For me, yeah, that’s it. Well, such a good conclusion.
Victor: A match. It’s a perfect match. And, um, when the perfect match, you can both create magic.
Morris: Victor, there was one final question I wanted to ask you, which is something you highlighted in our personal conversation last time, and that is through finding your high ticket client and working with them, you realize something. And that realization really stuck with me.
What you said is that when someone launches their coaching business or online business, they might say that they want 20 clients right now, and they want to have the six-figure business overnight. But when it comes to making a decision, most people will feel much more comfortable with just finding that very first client. All they want is one good client who pays them the fee that they want to charge.
And actually thinking about 20 clients this month would make them feel overwhelmed and subconsciously block them from even accepting help. I don’t want to put any words into your mouth, because you explained this topic so beautifully last time. Could you elaborate on that realization a bit here, and especially for yourself, what the big takeaway was and how this changed your mindset about finding high-ticket clients and charging them your fees?
Victor: I remember that conversation with you, and my first thought is, I really want to help this client out because I know I can do it. And it would bring me such confidence in myself and confidence in my client to work with them. And then my thought is, like, if Morris would help me get ten clients right now, would I be able to serve them with the same amount of quality? And maybe I could, but for myself, I would be more confident.
Well, let me just create the quality I want for this client, and then I can move on. So I think that maybe a lot of us work at a different pace. It may be, or if we haven’t been in that environment, maybe someone comes from helping a group of people, maybe at their other job, they were coaching a lot of people, not directly through their business, but they’re already used to, maybe they could advance. Maybe they already have that confidence that they could help ten clients with the same amount of quality.
For me, it’s like, let me help this client. This will give me insight as to how I want to market, continue to market myself to get the next clients. And if it happens to come along, then another client and another client comes in as I’m helping this one, then I’m prepared. But I love to focus on it gives me some kind of satisfaction that I’m helping this client, and I’m going to get them to the Boston Marathon. And then I will help more clients because I will have proven myself.
I will have a lot of the insights as to why one wants to do that, how they progress, and use that to help other clients. So a good question to ask yourself is, if you get ten clients, would you even be able to serve them? Because I don’t think that people have asked themselves that question, because a lot of them will say, I’d like to have ten clients by in three months. Okay. And if I did, if I got you ten clients in ten weeks, could you serve them? And the answer may be yes.
But maybe in the back of your mind, you’re scared of getting ten clients right now. If you really pay attention to your own consciousness, that’s why it’s not coming. Because in the back of your mind is like, do I even have a program that would help ten clients simultaneously? Or how? Because part of the VC coaching is we’re trying to develop that program so that if one day you do have ten clients, you have an outline on how to help ten clients. It’s easy to help one client, or not easy, but easier, I would think, than helping ten clients at the same time, at least for beginners in a high-quality level.
Morris: Yes, exactly. Especially because we want to work with high-ticket clients. And high-ticket clients expect the best. That’s why they are their high ticket. Else they would just buy an ebook or a course. And I think realizing this without shame or blame for ourselves or for the new coach or consultant is incredibly valuable. Because now we can ask the question of how many clients can I serve right now. And what needs to happen to increase my capacity? And by tackling, uh, the issue this way, we struggle much less with imposter syndrome.
Victor: Yeah, I think that, for example, with me having a specific client, now, I’m serving my high ticket client, but I’m still providing value to many people because I’m coaching at the club, and I’m coaching my client so that now I can set my mind as to ask that question. If I had four people like that, because there’s going to be differences in them, their capabilities, everything and I can start forming my program a lot. Refining it, in other words. That way, anybody who comes along, I’m able to help them and be more clear on how my program develops to best serve any potential client that comes.
Morris: Many times we think, I only have one client. I’m not scaling, I’m not growing. But what you’re saying is that this first client, this one client experience allows you to really focus on them and work on your methodology and become better.
And if you had ten clients right now, you couldn’t be so invested in every single client. Mentally, you might not be ready. Maybe even your methodology isn’t ready for that. And you’re missing out on this incredibly valuable learning experience so that next time you can have two at the same time, and then five, and you will continue to over-deliver to all your clients. And this mindset shift, I find it so valuable and fascinating, and that’s why I’m glad you came on here to share this today.
Victor: Well, thank you, Morris. Everything that I talk about, about the coaching, and a lot of it, I’ve learned from you. You coached me on editing my first video, and that was really high quality. You were able to spend that kind of time. And I feel like I’m doing now that for another client, but in the same manner that you did for me. And it also, I think, makes it where we can put our own uniqueness to it.
If we had ten clients, usually I feel anyway, it’s just my opinion that if you take a cookie cutter way of helping ten people, that it might work. But you’re not bringing your own uniqueness, whereas you work with one client now, you may use methodologies from other coaches, but it allows you to add quite a bit of your own flair, your own spice, your own way of doing it.
Morris: Victor, thank you so much for your time today. Thank you for sharing your story. You are one of those, um, people I met at the beginning of this year who has really progressed so much. And it shows because you’re talking from your own experience. You’ve tried things out, you gained your own insight. And I find this the most fascinating marketing and sales story to learn from. So thank you very much for sharing that. Anyone listening to this, where can they find you? How would you like them to contact you?
Victor: They can go to my website. It’s eymcoaching.com. It stands for expressyourmission.com. Yeah email is Victorbiz@comcast.net, but yeah, mostly on that website. Or I’m always on Facebook with Express, Your mission website. And also under my name on Facebook. In the future, there’ll be a lot more of me on YouTube.
Morris: Okay. So they can visit your website, eymcoaching.com. EYM stands for Express Your Mission. So Eymcoaching.com. Or they can join your Facebook group, which is also called EYM coaching is this correct?
Victor: Yes.
Morris: Okay. They can find your Facebook group. Join there.
Victor: I am creating an ebook on the Superman Cocktail, it’s called, and it’s the chemicals that happen when we run and how to tap. The e-book is going to be about how to tap into your human pharmacy. I’m going to call it Your Own Body Pharmacy. So if you need more adrenaline, if you need more serotonin, how to get those without taking the actual pill? How do we take more of these placebo pills that get us to a state of mind to perform at a better level and bring out the best?
Morris: In use on your website, eymcoaching.com. They can also download your free ebook, the Superman Cocktail, and that will be available on your website for download. And if they have any questions, they can contact you in the Facebook group. Awesome. Victor, thank you again, one more time. I, uh, hope we’ll speak again soon, and then hopefully you can come back for maybe another interview with more experiences in your coaching business.
Victor: Absolutely an honor. Thank you for having me. Lorenz and I look forward to our next conversation.
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