Introduction - The Belief Ladder | Ep 45

What is up team, today we're going to discuss a number of things. One of these is going to be, I think, the single most valuable thing that I came to realize last year in 2025. And that is taking a prospect through a belief ladder. And I'm going to talk every single one of you listening through what that looks like. And then we're also going to discuss the first belief break that needs to happen for any of you to decide whether you want to scale your expertise beyond the clinic and what that looks like. So the first thing first to go through is a belief ladder. And you'll explain as we go why this is important because essentially what I plan to do in the next few episodes is to take you through a belief ladder. And it's not to manipulate, it's not to necessarily persuade. It's to make logical steps. For example, if I'm opening the door and I want to take my shoes out of my bedroom wardrobe, well I need to walk in the front door of my house. I need to walk down the hallway. I need to go into my room. I need to go towards the cupboard. I need to open the cupboard. Like there are steps you need to do. You can't just get to the door of your house and take out the shoes and then like it doesn't make sense. So I want to explain to every single one of you how you can take your prospects through a belief ladder, how and why a belief ladder is important and discuss where you might be on the belief ladder that might be involved in you scaling your expertise beyond the clinic. Not to persuade, but to explain to you what you need to focus on. For example, where from opening the front door of your house to taking your shoes out of your cupboard in your bedroom, are you getting stuck or do you not understand or does not align with you or does not make sense, right? Imagine if that journey was, "Oh, everything makes sense, but we have to kick down your bedroom door." You might go, "I'm not willing to kick down my bedroom door and therefore is it worth getting the shoes at all?" Okay, I know that's an analogy, but the example there is you need to ask those questions of yourself and because I have done this myself of scale my expertise beyond the clinic, I'm sure if you're listening to this, you may have listened to some bit of content of mine already, but I did 11 years in academia, did a PhD in cancer research, specialized in leukemia, did a master's in breast cancer. And while I was doing that, I wanted to make an impact in the world and I started coaching people who, with their nutrition and their training because I had a keen love of health and fitness for people who had already gone through a cancer journey while I was doing my PhD and that went to where it has been over the last 15 years, scaling my expertise beyond the clinic to help now thousands of other health professionals to do the same. And for you, there may be a step on that journey that doesn't align with you. For most of you, that's exactly what you want to do. It's just you want to know what that looks like. So I'm going to tell you step by step what needs to happen over the next few episodes, but the first thing to discuss is the belief ladder. So just like the analogy of going from your door to get your shoes, there's a belief ladder. That is a structured progression of mindset shifts essentially. That recognizes one critical truth. People cannot take action beyond their current beliefs. It's very difficult for us to do that. Every clinician sits at a different stage, no matter where you are, you sit somewhere along this ladder. The ladder meets you where you are. And then the goal is to move you further up that ladder logically. And the goal for you should be to do the same for some of your patients. Some of you know, whether it's online or in person or however you're delivering your service, if people don't believe in your methodology, it's very tough for them to get excited and commit. Okay. Now for us, the stages of the ladder for you to go from where you might be to scaling your expertise beyond the clinic online are these. First step is you need to decide that you want to own your own business. Okay. Very likely if you're at this point, it means you're stuck in another clinic. Okay. What you're doing, you've got a job which is cool. It's great. You've worked hard. The realization is that the employment that you're in has no leverage and it's not an asset. And the first step or the first episode that I'll discuss is why you should get your own business or should you get your own business. And for some of you, the answer is no. And then you stay in the clinic, unfortunately, or you could work online for somebody else, but then you'll never have that freedom and that's fine. That's okay. If you're like, okay, have my own business, have my clinic, that makes sense. The next one is I own a clinic, but I'm stuck. And the next step is why you should scale or move some of what you do online or some of what you do with leverage. Okay. So otherwise, you're self-employed, but you're completely time-bound. So the second shift really is why scaling online adds leverage. And the realization is that there's an element of online deliverability that can add value. And this is something that, you know, for some of you, you're listening to this going, but in person is always better. So for a lot of things, in person is always better. But long-distance relationship is very, rarely the same as a relationship in person. Okay. Like going to see a movie in the theater is very often better than at home, not always, but very often. A personal training session to someone who is injured and is very, very specific requirements around their movement will always get a better experience generally in person. And there will be many, many adjustments that you need to make as a chiropractor or physical therapist or osteopath that need to be done in person. But there is also a huge section of what we do as health professionals that can be done remotely. So for some of you, some patients need in person care. I would argue I don't know anyone and I've never experienced a situation where in person care only is best unless someone literally cannot hold a phone because even people who are in person, you will give them resources or a no pad or a bit, bit of paper or watch this YouTube video that will aid their progress. By point there is an unlimited amount of resources that we can give them outside of the clinic that will add value to their rehabilitation, their performance or whatever it may be. So it is naive to think that online is not valuable, whether it is more valuable or not depends case by case. For some people, they don't need in person care. And for them to drive three hours to get to you for an hour and three hours back isn't inconvenience and it's not necessary for some people. So what we need to believe break is why there is an element of online that you're missing that can be useful, what that looks like. Is that something that you're interested in doing and talk you through that? So that's the second step. The third step is why selling low ticket is nowhere near as valuable as selling high ticket. And let me talk you through some of the beliefs that you may have. I don't want to rip off my clients. I want it to be accessible for everyone. We understand all of those things. That makes sense, right? Very virtuous. That's great. And I'm not saying that you rip people off. What I'm saying is, if you were, my mum is disabled and she has been for a long time, she's not mobile really at all. She's not immune disease and she's had many challenges in life and single parent disabled, four boys. It was not an easy upbringing. It's not an easy life. However, $100 for my mum is more expensive than $10,000 for a millionaire. How do I know that? Because well, my mum doesn't have $10,000 to her name and $100 is 1%. And a millionaire, right, giving me $10,000 is 1% of a million. So just simple math. So what is more expensive? $10,000 to a millionaire or $100 to my mum. The answer is technically they're the same. Okay. So it's not about the ticket price. And I love my mum and I love all her friends and I love the people she hangs around with. But they wouldn't be my ideal clients. And I'm not going to apologize for that. I love them and I'm happy to give to charity and all of these things and be virtuous in a different way. But when I want to run a business, I'm not thinking about myself. I'm actually, and I hate to say it, I'm not thinking about my clients all the time. I'm thinking about what is the best for the longevity of this machine. And it's not that I'm being selfish thinking about the business. Because if the business goes under tomorrow, I can't help anyone. If your clinic goes under. tomorrow because of low margins, you will never, you will never help another human again. Not only that, but you are sacrificing your life, your children's lives, your partners lives, and all of the future patients that you could serve. So that doesn't serve you. The goal of any business is not to be necessarily profitable. It needs to keep running for as long as possible so it can serve as many people as possible, but that includes you. It includes why you do it because if you lose passion for what you're doing, what is it all for anyway? So I hope that makes sense. So we need to keep you motivated. And if you're not making profit, then you're not going to be motivated. And if you're not motivated, you're not going to help people. So why selling higher ticket is more valuable? Another one is you don't want too many clients because if you dilute the amount of service time energy that you have across too many people, everyone underperforms. And the clients don't get what they deserve. You'll have low margins, high management stress, okay? And the next shift based on this pillar, the third belief is why high-er ticket wins. You can have fewer clients, higher margins, and a greater impact. It's not about being greedy. It's about being healthy with business. It's also about picking out a specific demographic of people. Here's an example. If my core ethos is I want to help homeless people to improve mobility, then I'm never going to sell high ticket. That's fine. And that's my choice because the demographic of people I want to help are these people. My question to you is to ask yourself, and we have to use exaggerated examples. Could you prefer work with someone who is a drug addict? And listen, everyone has a tough crack in the whip in life and it's not always our fault. Who is abusive, who has a lot of psychological issues, who is very little money, who treats you with a lot of disrespect. Or you have a highly successful father who's running a Fortune 500 company. Now I'm not saying one is a better human than the other. Right? We're all God's children. But which is going to be a better experience to coach? It would be crazy for me to say anything other than the second. That said, there is a lot of value in feeling like you've completely revolutionized someone's life if you can help them and save them. But you get to a point as we all know, as coaches, clinicians and therapists and physical therapists, whatever it is that you're specializing in, that there's only so much you can help people before they need to help themselves. So what we do is we show people how to find higher ticket potential online. And that goes without saying that if you do that and you sell a higher ticket or why selling a higher ticket makes sense, there's many different areas and many different things that open up. Okay? And I'll give you some examples. If you're doing that, that takes us on to hiring more people, higher profit margins, adding a better service, having more disposable income so that you can reinvest back into the business. And it becomes a flywheel. The next thing is, I hope that makes sense. There's one thing that's part of that is how you can get results online, which I'll come to as well and explain how that process works. The next step is then obviously once we have our own business, we must go online, we know how to get the results online. We've decided that high ticket is the only way. Then the next step is what is the best platform to find higher ticket people? Okay? And it is close without saying, although you can do your research, but if you look at the data and the statistics, the highest percentage of wealthy individuals who can pay high ticket prices will be found not only on LinkedIn, but they're easier to reach on LinkedIn. Okay? And the whole premise with this is that if you're able to reach them, you're able to get in front of them and you're able to market them. And you don't need to be running crazy ads on Facebook to a funnel that doesn't convert to freebie seekers that have no intention of giving you their money. And that can be a tedious task. That can be tedious at the best of times. Is your ideal client scrolling TikTok? No. Some maybe, but statistically no. Is your ideal client on Snapchat? No. Now, does your ideal client have loads of time to watch YouTube? No. But YouTube will be a good platform to build some credibility down the line. Is your ideal client spending hours and hours and hours in Facebook groups? No, they're not. Most of your ideal clients are found. They're hardworking. They're busy professionals. And LinkedIn is without question the best platform. So what I'm going to do over the next few episodes now that this is a little intro is and we're going to go into very quickly, you'll go into the next episode. So I'm recording it straight away is I'm going to talk you through the first belief break, the first thing that we need to come to terms with, which is why you should own your own business. And I know for a lot of you, you'll go, I have my own business already. It is worth listening to because there are things that you are doing that you need to acknowledge you're doing without realizing on why. There are also elements of this that will help you with your own business. And for those of you that have not yet scaled your own clinic or your expertise or you're working in someone else's clinic, this is the perfect opportunity to start to build your own thing on the side while you slowly shift and move away and get more autonomy and build your future for you and your family. So I'm going to segue straight into that episode. I will see you inside and now that what you've seen here is me take you through a belief ladder. See that step by step by step. Okay. And that's really important because for some of you, you'll go, yep, I own my own business. Okay. Now I must go online. Okay. Now how do I get results online? Okay. Now I definitely believe that high ticket is better than low ticket. And if I want to sell high ticket online within my own business and scale my expertise beyond the clinic, where is the best platform and the answer to that is undoubtedly linked in. And then after that, if you're sold on all of these things, which most of you are or will be, then you're like, cool, who can help me with all of this stuff? And only when you have confidence in those things is worth us having a conversation. Because if you do not own your own business and you've no intention of owning your own business, it'll be harder for us to help you. If you have no intention of moving online, yes, we can help you, but it will be, I mean, it'll be a little bit harder. If you do not think you can get results online, hence why you'll listen to the episode in the next few episodes, then you won't have conviction in the ability for you to do this. If you don't want to sell high ticket, it's going to be a challenge. And if you don't see that LinkedIn is the best platform, then our guidance is probably going to be lost on you. So it's important over the next few episodes that you take in each of these, but also identify which one of these do you need most help with? Which one of these are you struggling to wrap your head around and spend time on that? Whether it's reaching out to my team, going into the blueprint, you'll see that the blueprint is linked below if you haven't already. There are modules, and maybe you came from those modules to get here, but each one of these has a training video. Okay. So if you have any of these, as a training video on each of these steps that we'll talk you through how you can come to terms with each one of these, and hope to see you inside.