Scale Architects - Scott Ritzheimer

The Secrets of the High Demand Coach  podcast, hosted by Scott Riztheimer, aims to uncover the principles, practices, and philosophies that make successful coaches stand out. In this episode, Scott interviews Robin Waite, founder of Fearless Business, a keynote speaker, and author of several books, including the popular "Take Your Shot." Together, they discuss the secrets behind doubling revenue, overcoming fears in business, and mastering pricing strategies. Here is a comprehensive breakdown of their enlightening discussion.

Scale Architects, founded by Scott Ritzheimer, uses the proven Predictable Success model to help businesses and nonprofits identify the right strategies for sustainable growth. With decades of experience, Scott has:

• Helped start nearly 20,000 new businesses and nonprofits.
• Led his multimillion-dollar business through over 10 years of double-digit growth before the age of 35.
• Built Scale Architects to guide organisations across the country toward Predictable Success by pinpointing tailored growth strategies and connecting them with the right coaches and advisors.

Through Scale Architects, Scott empowers leaders to find clarity, focus on what works, and achieve exceptional, sustained results.

What We Discussed on the Scale Architects Podcast

1. Focus on Productising Services: Transition from trading time for money to creating structured, repeatable systems that deliver fixed-value outcomes for clients.
2. Adopt Goal-Focused Pricing: Start with a financial target, calculate the number of clients needed, and confidently adjust prices to match value and capacity.
3. Overcome Pricing Fears with Challenges: Use exercises like the 10-Pitch Challenge to build confidence in charging higher prices, supported by financial safety nets.
4. Structure Your Process for Predictable Results: Specialise in a niche and refine processes to ensure consistent, repeatable outcomes that boost client trust and justify premium pricing.
5. Prepare High-Value Offerings: Always have a premium product or service ready to pitch for clients seeking transformational results, creating an "espresso machine" effect.
6. Confidence Drives Growth: Align pricing with your current confidence level while planning to charge aspirational prices in the future as success builds belief.
7. Practical Tips for Coaches: Specialise, structure your approach, price for value, and consistently refine strategies to build a thriving, high-demand coaching business.

Introduction: Meet Robin Waite

Robin Waite is a coach renowned for his expertise in:

• Productising services: Helping businesses convert their services into structured, repeatable products.
• Pricing strategies: Empowering entrepreneurs to confidently charge what they’re worth.
• Simplified business growth: Advocating for working smarter, not harder.

Key Achievements

• Author of multiple bestselling books, including "Take Your Shot."
• Founder of Fearless Business, a coaching programme designed to help business owners achieve their financial and personal goals.
• Expert in helping service-based businesses double their revenue in as little as three months.

What Does It Mean to "Take Your Shot"?

Robin believes that taking your shot is about seizing opportunities at the right time by combining preparation, courage, and strategic action. Key aspects include:

• Learning from experience: Success often comes from enduring mistakes and economic ups and downs over time.
• Overcoming fear: Fearless action, such as increasing prices or entering new markets, is crucial for growth.
• Making the right ask: Success hinges on identifying the right opportunities and asking the right people for what you need.

Doubling Revenue: Robin’s Three-Step Formula

Robin’s methodology for helping businesses double their revenue focuses on three key areas:

1. Productising Services

Many service-based businesses struggle because they trade time for money. Robin argues this model is inherently flawed and proposes a productised approach instead:

• Identify the dream outcome:some text
  • Understand what clients truly desire. For example, clients don’t want a website; they want a tool that generates leads and revenue.
• Deliver within a fixed timeframe:some text
  • Create repeatable systems and processes to ensure predictable results in a set period.
• Set fixed pricing:some text
  • Price services based on the value they deliver, not the time spent creating them.

2. Goal-Focused Pricing

To determine the right pricing, Robin uses a "goal-focused pricing" approach:

• Start with a financial goal: For example, a $100,000 annual income.
• Calculate units needed: Divide the goal by the current price point.some text
  • If a $1,000 product requires 100 clients but capacity allows for only 20, the price must increase.
• Adjust pricing confidently: If the new price is $5,000, ensure additional value is added to justify the increase.

3. Overcoming Pricing Fears

Raising prices can be daunting. Robin’s strategies to build confidence include:

• 10-Pitch Challenge: Clients must pitch their new price 10 times. If they fail to make a sale, Robin himself will buy their product. This challenge builds resilience and confidence.
• Rainy Day Fund: Having a financial safety net reduces desperation, allowing business owners to focus on ideal clients rather than settling for any client.

Structured Processes: The Key to High-Demand Coaching

Scott emphasises that high-demand coaches have a structured process for delivering results. Robin’s philosophy aligns perfectly:

• Dial in on your ideal client: Specialise in one type of client and service to create predictable, repeatable results.
• Confidence breeds success: Believing in your structured process ensures clients trust you and are willing to pay premium prices.

Pricing Strategy: Confidence and Growth

How to Find Your Ideal Price

Robin highlights the importance of aligning pricing with confidence levels:

• Start with your current confidence: Charge what you feel you can confidently ask for today.
• Plan for future growth: Identify a price you can aspire to charge in 12-24 months and work towards it.
• Evidence builds belief: Document successes to build the confidence needed to charge higher prices.

The Espresso Machine Analogy

Borrowed from consultant Perry Marshall, Robin explains the concept of the “espresso machine”:

• Create a high-ticket offer: Have a product or service that’s 4-5x the price of your standard offering.
• Don’t oversell it: Keep it available for when the right client comes along.
• Example: Starbucks’ espresso machines generated massive profits while serving as a backup option for raving fans.

Robin Waite’s Biggest Secret

Robin’s ultimate piece of advice:

• Always have a high-value offering ready: Whether it’s conceptual or fully designed, be prepared to pitch a premium product to clients who need a transformative solution.

Takeaways for Coaches and Entrepreneurs

Practical Tips

1. Specialise: Focus on one service for a specific type of client.
2. Structure your process: Ensure your approach is repeatable and scalable.
3. Price for value: Charge based on outcomes, not hours.
4. Build confidence: Challenge yourself to pitch higher prices.
5. Prepare premium offerings: Be ready to present high-ticket options to ideal clients.

Recommended Reading

Robin recommends "Detox, Declutter, Dominate" by Perry Marshall for further insights into pricing and business strategy.

How to Connect with Robin Waite

Robin offers multiple resources to help entrepreneurs and coaches:

• YouTube Channel: Search for "Robin Waite" for free educational videos.
• Free Signed Book: Get a free signed copy of "Take Your Shot" at Fearless.biz/tys. Robin ships worldwide.

Conclusion: Mastering the Secrets of High-Demand Coaching

The conversation between Scott Ritzheimer and Robin Waite highlights the importance of courage, confidence, and structured processes in achieving business success. By adopting Robin’s strategies—from productising services to setting goal-focused pricing—entrepreneurs can overcome their fears and build thriving, high-demand businesses.

Whether you’re an experienced coach or just starting out, Robin’s insights provide a clear roadmap for growth. Implement these strategies and take your shot at building the business you’ve always envisioned.