A coach's real skill is diagnosing what a client actually needs most, not what fits your expertise. A $9,900 proposal might solve a real problem, but if it's not the urgent one, it's the wrong offer. Like a podiatrist can't help during a heart attack.
I'll show you something. I got a proposal here. I'm folding it up so you can't see any of the information to disclose who it's from, but it's an invoice, or it's a proposal for $9,900 and change, and it's to fix a problem inside my business. And I have no doubt they'll fix the problem, and it is a problem I have in my business. It's not the biggest problem, and that's the problem. That's what differentiates good coaches from great coaches. At any given time, there's a specific vital need a business has that has to get resolved. And there's other needs that aren't priority now. Imagine you get called into the doctor's office, like, "Oh my God, he's having a heart attack. We gotta fix this." Or she's having a heart attack, being equal here. And the doctor is a podiatrist. And she says, "Well, your feet, you know, they could use a little fixing too." You're having a heart attack. Just 'cause the podiatrist works on feet doesn't mean that's what you need now. And even though you have an issue, it doesn't need to be fixed now. It's not the vital need. What is the critical need in the business? That's what great coaches do. We don't go in with our myopic view. I'm a sales coach, therefore I fix sales problems. I'm an HR recruiting specialist, therefore you need better people, we go in and say, what is the biggest problem that your business has? We must identify that first and fix that, 'cause everything else we fix may be a problem, but it's not gonna keep your business healthy. Be a great coach. Find the vital need, the thing they need to fix next. That is what a great coach does.
