Women in Business Coaching | Why They’re Winning (3 Patterns)

Women are quietly dominating the coaching industry right now, and most people don't know why. And in this video here, I'm going to break down what they're doing differently and more importantly, how you can apply it to your coaching business, whether you're a man or a woman. Now let's clear the elephant in the room, because what gives me the right to share with you about this particular topic? Because in the last 12 months, we've helped over 1,200 beginner coaches get their first paying clients online through tiny challenges, and 89% of them were women. And so I went on gone on this crazy journey to study what they're doing differently, what makes them more successful than their male counterparts, and I've narrowed down to 3 patterns that will allow you to get to 6 figures faster in 2026 and beyond. This has nothing to do with the niche, has nothing to do with the offer, and has nothing to do with their level of experience. So there's 3 things they do differently over their male counterparts. The first thing is they make their clients feel safe faster than anyone else. The second thing they do is they have a different approach to sales. And then the third thing I'm going to go deeper into, I'll explain at the end of this video, but I want to touch on this first point here first. Now, people only buy when they feel safe. They only open up about their problems to you when they feel safe. They're only prepared to bring their wallets out to you when they feel safe. And so your primary objective when you're communicating with anyone online or face-to-face is to ensure that they feel safe as a first-step basis, because from safety, then trust can be built. But if they don't feel safe at all, then you cannot sell anything to them because their alarm bells are ringing inside their mind and saying, "Oh my gosh, this is danger. I need to run. I need to hide. I need to fight back. I need to escape." And so women innately just have that ability to make their prospects feel safer than men do, because men physically and sometimes even aggressively are just louder, are just bigger, and just from a territorial point of view, or an, I guess, an animalistic point of view, most people don't feel as safe with a strange man approaching them versus a strange woman. So that's a huge competitive advantage, and I Didn't realize how important this was until we looked at the data of our past students, and the 3 record holders of our students were all women. Meaning our first student that made $100K in less than 100 days did it in 62 days. Her name was Bettina, and she was in a niche that was more about manifestation. $100K in 62 days, and I was blown away. But then it happened again to another student named, by the name of Andrea, who made $100K in 45 days. Another woman! And I'm like blown away. And then another student, Lisa, who made $100K in 29 days. And all these results may sound crazy, but the point is they all had one thing in common. They were all women and they all looked very inviting online and more importantly, they secured safety first for their ideal clients. This is ultra important. I want you to imagine it this way. Imagine you went to the doctors. The fact that the doctor wears a white coat, you already start to feel safe with them because you have some preconceived ideas that that person can help you. Now, being a female is like having a white coat at the doctor's. And so if you're a female right now, if you're a woman, lean into that. Lean into your soft nature. Lean into your non-threatening nature. Lean into the fact that you help people feel safe faster than anyone else. So that's the first key. If you're a man watching this right now and you think, oh my gosh, I'm done, there's no way I can do this, I'm going to share with you exactly how to help people feel safe the moment they meet you so that you don't have to have their alarm bells ringing off their mind and they run away from you. The second thing I want to talk about though for now is how women approach sales compared to how men approach sales. And in sales, there's a very different energy compared to males and females. And as I say this, of course I'm generalizing, of course there's going to be exceptions to the rules, but this is exactly what we noticed from 89% of 1,200 students of ours are women who got their first paying clients online. It's crazy. And so in sales, when you do enough sales, you understand that sales is a game of energy. It's a transference of certainty and conviction from you to the other person, or one person to another person. That's a transfer of conviction, which is energy. Now, there's two types of energy. There is push energy and there's pull energy. And how you sell is going to determine on your results in sales. And so Most males or most testosterone-filled people sell via push. And you know that energy there when someone's pushing and chasing and trying to force you to buy and convince you to buy. That's not going to work. And it feels icky, it feels sticky, and that's kind of why the whole dirty or sleazy car salesmen came from because it became so pushy and even borderline manipulative. And so that's not the energy we want to sell in. Whereas females generally sell in a pull energy because they come from a more empathetic state, they come from a more compassionate state, they come from a more of a state where they just listen to you and understand your problems better than you do. And so it allows you to open up. And guess what happens when you come from a pull energy? People lean in. Because when you push, they run away. When you pull, They lean in. And so there's a very big difference from an energy perspective of the way women sell. So how do you sell with pull energy versus push energy? You need to come from the belief that you don't need this sale now. And I get that may be hard for you, especially if you're like, you know what, I gotta pay the bills next week, I gotta pay rent, I gotta make my business work, I've invested so much, I'm about to give up, all that kind of stuff. But you need to come from that belief, and let me help you with that right now. And I learned this from Myron Golden, my mentor, who talked about the law of averages and the law of volume. And so the law of averages says this, it says if I do 10 sales calls or 10 tiny challenges, and on average I will close 3 out of 10 clients, then I know that if I do 20 tiny challenges, then I'll enroll 6 clients. If I do 30 Tiny Challenges, I'll enroll 9 clients because my average is 3 out of 10. Now what the law of averages say is that I don't know which 3 will sign up. I just know that if I do 10, 3 will sign up because of the law of averages. It's kind of like that with your content marketing. So if you're producing 1 reel per day and you're pushing on Instagram, for example, now if you're following a great, great framework and you're modeling what's already working, Now on average, one of those reels out of the 7 that you post in that week will be an outlier and will outperform all the others by a factor of 3 to 5. Now you don't know which one is going to be the outlier, but you just know that 1 in 7, if that's your average, will be the outlier. And after being posting content for 9 years straight now, I've learned to let go and detach myself on which content that I produce is going to crush it. Even on this YouTube channel here, see Some topics I think, oh my gosh, this is such a great topic, it's such a great video, this one here is going to crush it. Only to realize the video I did on a different topic which I didn't think would crush ends up crushing it. And so I know that if I just produce a video a week on YouTube, by the law of averages, about 1 in 4 of my videos are gonna pop and gonna pop really well, and that's gonna be the thing that does most of the growth for our channel. But I just don't know which video will pop. I just know that if I keep on doing one a week, about 1 in 4, about 1 in a month will pop. And that's the law of averages. And so if I detach myself from which one's going to pop, if I detach myself from which reel is going to go viral, if I detach myself on which person is going to sign up to my program, then I can pull away and have the peace of mind to not have to push, but know because of the law of averages someone's going to sign up. I can pull away and I can just trust that I'll make the sale because I would just do enough volume to get that sale, as long as I do enough volume to meet the law of averages. And so that's how you serve from a pull energy. Do enough, get the average, but don't attach yourself to who is going to sign up, but just trust that someone will sign up because of averages. And so by that being said, I want to give you a very tactical a very tactical pre-frame anytime you are going to present an opportunity to someone. So if you're doing a webinar, if you're doing a group challenge, if you're doing a tiny challenge, if you're jumping on a discovery call, whatever you're doing, you always want to open up the call with some rapport building. That's basic. But you want to pre-frame them that if they're getting value out of this and they don't want the momentum to stop or that they are curious on what the next step looks like, would it be okay with them if you shared with them what the next step looks like? Only if they want to hear about it. And so now we're asking permission to present an opportunity or an offer to them through that pre-frame, but we're not pushing them. And then by asking permission, we're pulling away and letting them come close to us by them saying yes. You never ever want to blindside someone in a sale. You always want to seek permission first and just let them know what they're doing. Because when you let them know what's going to happen, guess what happens? They feel safe. And when they feel safe, that's when the foundation of trust can be built, and then you can start to pull energy in your sales, and that's when people come closer. Women do this naturally. And that's why they're crushing it. But I wanna talk about the third piece, which is this. They have so much soul and heart in the way they sell. What do I mean by this? Women have a sisterhood. They like to go side by side. Have you ever wondered why women always like to go in pairs to the bathroom? They always like to link arms when they're walking down the street. It's just women are very community thinking based, whereas men are more individualistic. Whereas if you have a group of sisters living at home, quite often they'll live at home for a while, whereas the males will leave home very, very quickly. Again, this is super generalistic, but this is what's happening in the coaching space, and it results in 89% of our students being women and winning in this space. And so What does that mean? It means this. Today's market, AI has taken over a lot of coaches, and you can get information from AI much quicker, much more accurate, and much more conveniently than a coach. So for example, if you had some problems with your child and you needed a parenting coach, you don't need to hire a $5,000 parenting coach anymore. You can simply go to AI and get AI to give you the information you need and coach you through that problem. It's very good. Now, what does that mean? It means that since you can't sell information, what people need and want now more than ever before is community. And so if you can start to sell community and you can start to sell a tribe, then you are going to win. And unfortunately, males, men, I'm going to say this, myself included, We are more individualistic thinking minded than women are because they are just geared to be side by side. So they are better at building communities because that's what they already naturally do. They don't want to go out on their own. They don't want to do things by themselves. They want to include as many people as possible. And so when they sign up clients, the clients feel a sense of belonging. They feel a sense of closeness. They feel a sense of, you know what, I'm part of this tribe. Because women are just naturally inclusive to other people. Now, why is this important? Because when you help them feel safe, when you sell from a pool of energy and you create a community where people want to feel like they belong, you become better at sales. So back to my first point about how do we help someone feel safe from the get-go, whether you're a man or a woman. Always, always, always be a person that follows through on your word. Congruency is king. Now, if you look at my Facebook profile, you will notice one thing: I don't have a list of all these credentials. The only credentials I have listed here is congruency is king. I eat my own cooking. I'm a product of my own product. Because what makes people feel safe is that they see you and they know is what you see or what they see is what they get. And so you never ever want to portray yourself as someone else that's off camera to someone else that's on camera, someone else that's fake. And so when you can become congruent and you're the person that follows through on what you said you would do and you are as is on camera and off camera, then people start to feel safe. And I've been lucky enough to have been best man 5 times at 5 different weddings I've done 5 best man speeches. I've had to organize 5 bachelor parties. But the reason why that was the case, and I always ask my friends, what made you want me to become your best man? Because they say, Richmond, you always follow through on what you said you would do. You are the most congruent person I know. I even asked Penny, my wife of 22 years, what made— why did she marry me? And she says, because I can trust you, because you always follow through on what you said you would do. You're a person of your word. And so when you can become that person, you will help people feel safe immediately. This is the most underrated character trait of anyone on the planet right now. And in actual fact, it's going to be more underrated as time goes on because of the world of AI and deepfakes, and people don't know what to believe or trust anymore. So if you can harness this superpower, you're going to win big. But what does it mean? It means that you need to value your word more than your fear. And unfortunately, most people do not value their word more than their fear. They just value their word until it feels great, and then they abandon it. For example, they may say, you know what, this year is going to be the year where I'm going to hire that coach. This year is going to be the year when I post content consistently. This year is going to be the year where I leave my job. And they set a plan and they go hard in January, only to find by mid-February they've let it all go because they don't follow through on their word anymore. And they don't keep promises themselves, and they become untrustworthy with themselves, and hence untrustworthy with other people. So if you want to build trust in the world that we live in right now, become a person of your word. Now to bowtie all of this here, how do we win this game the fastest? Write this down. People always give you their time before they give you their money. And whether or not you're a male or a female and you help them feel safe, or you use pull energy in sales, or you're a side-by-side community kind of person, there's one principle that will never go away. And if you understand this, you will grow so fast. People always give you their time before they give you their money. And the more time you allow them consume of yours before they even see an opportunity to work with you, the more they're going to trust you. Because it's very easy to be fooled by someone from just spending 30 minutes with them. It's very easy to be fooled by someone if you've met them only a couple of times. But if you've met someone a few times, you had a few conversations, you watch a few of their YouTube videos, and maybe you watch about 7, 10, 15, 20 hours, you start to build a genuine, sincere, authentic relationship with that person. Or be it, it might just be online, or it might be actually you went on Zoom call, or you actually met them. And as that goes on and builds up to a month or 6 months or a year, the trust increases so fast and so high, and at that point, then they feel so safe with you. And so time is a big factor because you can fool someone once, you can fool some people twice, but you can't fool everyone every time. And so when you allow people to spend more time with you they're going to feel safer with you because it's very hard to fool someone for a very long period of time because you always get found out if you're not a good person. I trust this video was valuable for you. If you're looking on how to get your first 5 clients online without posting any content, I've got a video here that'll be super useful for you. It's called How to Get Your First Paying Coaching Client. For now, keep believing and never settle.