Speaker 1Guys, here's what we're going to do today. We're going to talk about how to hit a million a year selling your expertise. Now, there's 101 things that I could teach you, but I'm going to teach you five big insights, five big lessons that are absolutely critical in 2026 if you actually want to hit a mil. Now, I'm going to go through every single one of these, and I want you to score yourself against everything that I put up. So, the first thing you need to understand is that there are five big growth drivers in a business, okay? These are essentially responsible for different results inside your business, and your business is a sum of all of these together. You can be really good at marketing, it's not going to grow your business, because if you're really good at marketing, you have to be really good at sales to convert the leads that you've generated with marketing. If you're really good at sales, but you're not good at the delivery side, you're going to end up getting really poor results. You're going to end up getting really poor results, lack of social proof, and have reputational damage because your product isn't to scratch. If you've got a really good offer, really good service, but it's all you, guess what? You're going to end up being stuck in the weeds and having so many clients that more clients equals more pain, and you're going to essentially collapse the whole thing. And then there's you. Let's start with you. Fix the boss, fix the business. The first thing that you need to understand in a business is that value is upstream of you. If your head is not clear, if your mind is not right, if you've got a lot of shit going on in your life, you're going to find it very hard to take risks. Business is a game of taking risks. And you've got to look at the risks, and you've got to weigh up the reward, and then you've got to look at how do I move forward with this? Okay? And we call this the founder OS. Founder OS is essentially how you think, how you make decisions. As well as the vision that you actually have for your life, right? Because if you're listening to this, there's a very good chance that you got into business to get away from a life that you didn't want. And business is essentially the keys to freedom. So essentially, you need to be very clear on what that freedom, what that success looks like. If you're not, you're not going to make decisions fast. The biggest challenge that I deal with when I'm coaching entrepreneurs, founders, experts, consultants, mentors. Is it? They actually don't know what they want from their business. They've got this skill set that they sell for a specific price point, but they're not really clear on where they're taking it. And their immediate focus is just to make money, just to make a sale. And there's no real grand master plan with it. They're not really sure on what an exit looks like. They're not really sure on where they want to go with it. And quite frankly, they end up super confused. And that's a big problem. On top of that, if you've got limiting beliefs, limiting beliefs around money, limiting beliefs around success and your own version of how successful you are and how successful you're going to be. If you've got limiting beliefs around challenge, then you're not going to take risks. If you're worried about being seen online and criticized, if you're worried about failing, you're not going to invest in your business. You're not going to invest the time and energy into marketing. You're not going to say the right things on marketing. Right? And the problem with that is, is that you end up sounding like everybody else, or you say nothing at all. So everything starts with the finder operating system. The finder operating system is literally how you think and make decisions around business. And if that's off, everything else is off. No matter how good you get at marketing, no matter how good you get at selling, no matter how good a team you build, if you're off and you can't show up for your clients, you can't show up for your market because your head's off, then there's going to be challenges. All right? So the next level up from that is what we call customer success. Now, this is very contrary to what most people will tell you. They will tell you to build an audience and then sell them a product. I don't really think that works when you're selling expertise because your expertise are built up of years of understanding a particular craft, studying a particular field, and you know where your skill sets lie. You know where your relationships lie. You know what your strengths are. You know what your weaknesses are. So I would far rather build an audience for those specific attributes rather than build an audience and then figure out what to sell them. And I work with influencers all the time that have millions of followers. In fact, I worked with an individual the other day who referred a friend of his that has amassed a following of 250,000 people. This guy's over 50 years of age, in great shape, and wants to sell fitness coaching. And the reality is he's built an audience up of entertainment. Doing what we call a business. Doing what we call skits online. And he came to me and goes, look, I've got this huge audience, but I'm not making any money from it. And I really want to know how to monetize it. And I kind of said to him, hey, you build an audience that you've trained on entertainment and value, not on your actual skill sets. And this is one of the biggest challenges when it comes to social media and building a brand is that we're so fixated on views. We're so fixated on engagement. We're so fixated on the wrong metrics. When the reality is we should be focusing on building quality eyeballs. If we do not have quality eyeballs in front of us, we are just talking to people. So I would deeply encourage you to stop measuring success on social media by views and engagement, and actually measure it on the amount of inbound conversations that you actually generate from people that you know you can help. The third thing that you need to have in place is leverage. Leverage is essentially where you create more work from doing less. And leverage boils down to three things in business, your business model, your systems, and your people. Okay? So the business model, let me just demonstrate this very quickly with everyone here. Because if you're an expert, if you're a mentor, the biggest constraint in your business is one-to-one coaching. If every time you take on a client, it's you. You and your time, you're only going to be able to take on so many people. You're only going to be able to charge so much. And this is where the majority of experts and mentors actually break down. And most businesses, it's an inefficient model. So you need to think, how can I build the model that actually allows me to get more clients in with less of my work? And that is an art and a science. It requires specific training, it requires events, it requires community, it requires specific touchpoints, and it requires specific texts. It requires specific systems and AI in order for you to do that. We work with clients that run expert-based businesses, and for every single coach inside their business, including them, they can serve 100 clients in under 20 hours a week, right? So there's an art and science to actually doing this correctly. Because if you don't get that right, more clients equals more pain. And what people don't realize when it comes to scaling expertise is every time you put yourself out on social media and you go to advertise, guess what? You're attracting more attention into a broken model, or a model that's going to essentially be inefficient. So you'll only grow to the level of leverage you've created in your business. And then the next growth driver is what we call monetization. And this is all about the price point, the sales process, your sales skill. If you're undercharging, don't have a good quality sales process, don't have a good quality follow-up process, or are still doing finder-only sales, there's a very good chance that you're going to hit a cap. You're going to end up turning away money. If you don't have that in place, you're not going to convert, nor are you going to generate the cash, the average order values that you actually want. And then the last is marketing, or attention. Everybody puts marketing first, unfortunately, but it's not the right way to do it. If you put marketing first, all you're doing is bringing people to a broken system. So understand that you need to have your sales process in place to convert the leads. You need to have the model in place to be able to serve the leads that you convert in the sales. And then you need to have the team in place to also help you do that as well. Beyond that, you then need to have a really dialed-in customer journey that actually gets a result in a very specific period of time with a high level of predictability. And then you need to know where you're taking this whole entire thing as a finder. What are you actually going to use your money for, right? You need to have very, very clear targets. Now, what I'm going to give you here is I'm going to give you the five big moves that you need to unlock to essentially hit a mill selling expertise, coaching, or mentoring. Like I said, there is a zillion and one things that I could share with you, but I'm going to give you five of the most important, okay? So please pay attention to this. And what I want you to do is I want you to score yourself at a 10, and the lowest score is the area that you need to focus on first and foremost. And if you want help developing any of these areas, it is really a key indicator to you that you need to reach out and you actually need to ask for help. So the first thing is if we start with you, the finder, the most important thing that you need out of all of this is a really clear mission. You need to have a mission for yourself and you need to have a mission for the market. So let me give you two very clear examples for this. In order for you to have a mission for yourself, you need to get clear on what you want to achieve. What is the monthly revenue that you want to hit? What is the amount of money that you want to have in your bank? as a literally rainy day fund? And what is the amount of hours that you want to work in this business? On top of that, you also got to figure out like what toys you want, what experiences you want to create for your family. And essentially, you need to have a very strong list of reasons as to why you want them. When it comes to the market, you've got to have a very clear promise. I've been selling coaching and expertise for well close to 15 years now. I built the world's largest behemoth in the health and fitness space and have now stepped away from that as of January 2026 to essentially help other experts and mentors with my frameworks and my tools because I know how to make a lot of profit with a very small amount of my work and time. And there's an art and science to doing that whilst also generating incredible results for clients. So that is built on. Infrastructure that is built on team that is built on really wisdom around how to build and scale these businesses. And our promises at the moment are very simple. We want to help 100 coaches and mentors hit their first million. And we want to help 10 industry experts hit a million net profit in the next three to four years, maybe even sooner, depending on where they're currently at. So that's my mission for the market. And the reason why I had that mission is because a lot of people want to know what it's like to hit a million selling their expertise. And heck, the big dogs that are already doing well, they might be doing a million, two million, but they're not making a million net profit. I always say that making a million isn't going to change your life. Making a million net profit will. And it's easier to focus on making a million net profit than it is to focus on making your first mil. Just like it is to make your first 10k, it's harder to focus on that than it is to focus on making your first 10k. And that's why I have that mission. And the reason why I have that mission is because a lot of people want to know what it's like to hit a million selling their expertise. And heck, the big dogs that are already doing well, they might be doing a million, two million, but they're not making a million net profit than it is to focus on making a hundred K a month, right? Because the reality is that the bigger you think, the more extreme action you're going to take. So you need to have a very clear mission. And I would ask you right now, do you have a clear mission for yourself? And do you have a clear mission for the market? What is your score out of 10? Score yourself. Most people are going to score below five, right? And the reality is, if you're wondering why your business isn't generating or making the money that you want, it's because you haven't got strong reasons enough to actually go after it. You're not clear. And when you're not clear, you don't make moves. Simple as that. And I would deeply encourage you to get into a room with others that actually have a vision and clear sets of goals so that you can actually be in the osmosis of that. The second thing that you need to have is repeatable results. Repeatable results are essentially the results that you can guarantee every client gets. What are they and in what timeframe? So if you were to take all of your current clients right now and you were to actually sit them down and go, right, what result did you get inside six months, three months, 12 months, whatever your timeframe is, what is that? Is it an increase in money? Is it an increase in health? Is it an increase in confidence? Is it an increase in opportunity around a specific business or industry sector? What exactly is that? If you don't have a repeatable result that you can almost guarantee if you didn't get paid until you got the result, then the reality is you're winging it and you need to engineer your customer journey around that. And your social proof, i.e. the clients that actually incorporate and use your services should be able to reflect those results. If you don't have any results, you need to actually go and revisit what you're actually doing for clients. So if you don't have any results, you need to actually go and revisit what you're actually doing for clients. Again, that requires someone to actually know what parts of your customer journey are broken and what parts of your customer journey are actually dialed in. The more dialed in your customer journey is, the more dialed in your delivery is, the better the results are going to be. And this again is one of the biggest challenges with so many mentors, coaches, and experts is that they're so stuck in the weeds that they actually just don't have time to map out a proper customer journey. And yes, the client is definitely responsible for that. But if you don't have for implementation, but the customer journey should make that implementation really simple and easy. And the third thing is essentially about leverage. It's called hiring your weakness. Hiring your weakness essentially gets you out of the weeds and allows you to play to your strengths. One of the biggest mistakes that experts make whenever it comes to scaling to a million is that they hire for their strength. So let's say they're really good at doing sales and they've been responsible for closing the first bit of business into the business, right? And the reality is they end up hiring a closer and whenever they hire that closer, they end up getting somebody in to do their strengths. And maybe that closer isn't as good as them and they end up paying for somebody that isn't as good and then they get frustrated. The reality is if you're beneath or underneath a million, you need to be getting very clear on what pisses you off, what stresses you out, what frustrates you and hiring for that. And I always get clients to do three things, create three lists. One list of stuff that's okay that you don't mind doing, stuff that's frustrating, and then stuff that's fascinating. And anything that's on the frustrating list gets built into a role and anything that's on the okay list gets also built into a role and you hire for it. The reason why you absolutely must hire for it is because you don't want to lose it. You don't want to lose it. The reason why you have to hire for that is because it buys you back time and it also creates accountability. It creates pressure. You are not going to grow without a degree of pressure in your life. Pressure means hiring a team member and having to pay a wage. Pressure means investing in educations and skill sets so that you know you have to implement. It's just like joining a gym, hiring a trainer, the chances of you going to the gym on Monday, without a trainer or without a gym membership are extremely low, so you need to actually create the environment that actually allows you to actually accelerate and grow at a faster rate of pace. Does that make sense, everyone? It's very important. So you hire for your weakness. The next thing that you need is three ways to say yes. This is based on monetization. Three ways to say yes. Essentially, what this means is you've got three different types of offer. You've got an upfront, you've got a split pay, and you've got a VIP. Upfront means that you generate a decent amount of cash for a specific time period of your services and expertise. Split pay is exactly the same thing, but it's that the payment is split so that it can help somebody that is maybe financially constrained or somebody that is skeptical, and then a VIP is something that is optional. All bells, all whistles, a grand slam price, and that allows you to then take advantage of what we call premium buyers. There are premium buyers that are following you on social media right now that you have sold into at a lower level than they should have been sold into. So we have a range of offers that we use inside Expansion Partners, from 7.5K the whole way up to 35K. And every other week, somebody takes a 35. Every other week, somebody takes a 15. Every other week, somebody takes a 7.5. And the reason why we do that is to create an easy yes. If we just went with one offer, it would be very hard for somebody to do that, and we can engineer those offers around somebody's circumstances. So understand that that's very important when it comes to your sales process. And the last piece that I'm going to give you when it comes to hitting a million is polarity in your marketing. Polarity is when you are cutting edge, you are different, you are unique from the rest of the marketplace. When the rest of the marketplace says yes, you say no. And it's when you go against the grain. It's not that you turn into a big glorified yap, it's that you turn into a voice of reason. You turn into a contrarian viewpoint, but you must back up your viewpoints with proof, and the proof genuinely comes from you. And the proof genuinely comes from your own life. So here's the truth. If you've got a mission, you're going to be super clear. If you don't have a mission, you're going to be lost. If you're clear on the repeatable results you get for your clients, you'll create trust. If you don't get repeatable results and you can't list them off, you're going to create lack of trust. People aren't going to know what you're about. If you don't hire for your weaknesses, you're going to be stuck in the weeds. If you do hire for your weaknesses, you're going to get to play to your strengths. If you just have one offer, then you're going to be constrained and you're going to lose sales. If you've got three ways to say yes, you're going to convert more people and attract premium buyers. If you've got polarity in your marketing, you're going to differentiate yourself than everybody else. And if you don't have polarity, then you're going to sound like everybody else, and it's going to be harder for people to actually trust you. Because real authenticity. Real authenticity comes when you actually speak with the marketplace's thinking, but not saying. So it's very important to actually ask yourself right now. what are the things that I really would love to say on social media about my market, about my industry, but I don't quite have the confidence to say. Believe it or not, these are the very pieces of marketing that will actually get you the best clients because it demonstrates that you have the courage to trust in your message and go out and share it. And whenever you have the ability to do that, guess what happens? People see that strength in you and then they want to be around you. If you're selling expertise or advisory-based work, you have three roles with that service. Number one is to create massive clarity for people and help them avoid confusion. Number two is to de-risk them and actually remove the risk from their life. And number three is to give them speed, speed to results, clarity, de-risking, and speed. And that is what ultimately makes people feel safe. That is why so many experts, mentors, coaches are reaching out right now going, hey, my business has been stuck at 30k per month for literally 18 months. I can't grow up. What do I do? Hey, I feel like I've got a glorified hobby. It's not a real business and I want to take it serious. If you want to grow that business, you need high quality inputs that shift what you think in your mind around a specific challenge. Just like this training today, if I've opened up a new podcast, I'm going to be able to do that. I'm going to be able to do that. I'm going to be able to in your mind to go, do you know what? That's a different way to think about it. Imagine being inoculated by that seven days a week, 365 days a year with people around you that are also pushing and doing great things. There's no other option for you, but to actually get better and raise to the level of the room. So essentially that is what you should be providing for your market. And when you provide that for your market, the results come in abundance. And whenever the results come in abundance, then everything gets easier and you build a worthy. So if you do not have a solid streamline of results right now, there's a very good chance that your mission's off. You're not clear on what you do for people. You're not clear on your predictable results or all relies on you. And you're just busy and you don't have enough time to actually think about the result. If you get good results, but you're overworked or you're not making the money that you want, there's a very good chance that you actually haven't got the team in place, the systems in place, the model in place, or the actual sales ability to charge more. So there's always a constraint in the business somewhere along this line. And the area that you scored lowest in is the area that you need to fix first. The area that you scored second lowest in is the one that you need to fix second. At every specific level here, we have helped experts, coaches, and mentors blast through it. Let me just talk to you about mission. Very regularly, I speak with clients that say, Hey, I've got all these skills I've been doing in this business. I've got all these skills I've been doing in this business. I've got all these skills I've been doing in this industry for 10 years, but I don't quite know what I need to do. And we break it down very clearly into what do you want to achieve for you and your family and the people that matter. When you start focusing on those people, not just your own selfish needs, you go into a completely new level of clarity and focus. What do you want to do for the market with your skills, your gifts, and your talents? Whenever somebody gets clear on both the external and internal measures of success in their life, they go to a completely new level of action. And their whole character is going to be the same. They're going to be the same. They're going to change. I've seen clients come to me that have not had a clue where they want to take this thing. And all of a sudden dial in goals. And then I go and look at their weekly calendar and it is fleshed out with money-making activities, opportunities, and big decisions. And if I said to you right now, go and open your calendar in front of me on your computer right now, would you be embarrassed? The reality is there's probably nothing in it or it's probably full of money. Someone's level of success by looking at their calendar. The calendar is the guide. Do not rely on your mind and your memory to wake up every day and focus on the most important things. You need to be scheduled out. In terms of repeatable results, I've had clients that have had all this wisdom, all this knowledge, but they just haven't known how to get out of one-to-one. And we build them the model with the trainings, the events, the asynchronous communication so that they can actually have freedom. I've worked with clients that have been stuck doing sales, stuck in client fulfillment, stuck doing admin stuff and everything else. And the minute you find the areas where they roll their eyes, all of a sudden they get a day back. They get hours back. And then they use that time to market the sale and grow the business. Whenever we fix somebody's pricing, all of a sudden more money starts coming into Stripe every single day. Every single week, whenever they make more sales, they're charging 20, 40% more. They're charging for VIPs. They're charging for VIP offers that they didn't have before. And they're collecting literally months worth of cash inside a day in a single sale. One of the biggest mistakes that you can make in this game is just having a monthly retainer. If that's all you do, you need a lot of clients to make some decent dough. You need to know how to price your offer accordingly and also helping people find their voice. And do you know where your voice comes from? It comes from your life story and it comes from your style. Those are the two things that are going to place a story in style. Your style is what you dress, what you wear, your music you listen to. Your story is your worst days to your best days. I did a editorial pick Ted talk on this. If you haven't watched it, go and watch it on the internet and YouTube. And the reality is, you know, I was diagnosed with type one diabetes whenever I was 16. I grew up in a household where I was told money didn't grow on trees and all this kind of shit. And lo and behold became junior Mr. Universe built a business that did millions in net profit, had an Amazon documentary about my entire life. And that was purely based on my story, my style. And that is what people actually connect with first and foremost, before they connect with your transformational or expert based services. It doesn't matter what industry you're in. I work with people that are in finance, health and safety, construction, business mentoring, business opportunity, property education, medical educational services, dental aesthetics, the whole fucking works. The only thing that's going to bring somebody into your world is somebody that actually connects with, I like the way they talk. I like the way they speak. I like their style, just like a movie star. So you're a movie star in your own social media way, the way you dress, the way that you look, just think about it in comparison to somebody that you actually look up to in music, in movies or whatever it is. Please understand that that's massive. So those are some of the biggest insights. Look at the area where you're scoring the lowest. And that is the area that you actually need to grow the most in.
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