Trust grows with proximity, and proximity can be built on purpose. Live is the strongest form of it, but any setting where people get close enough to be seen and to see others will do the work. When you make real deposits first, enrollment stops being a push and becomes an invitation to people who are ready.
"Connection is not enrolling someone. Connection is building trust."Adam Roach · I Love Coaching Podcast
Take the scorecard at ilovecoachingco.com/scorecard to see where your coaching business stacks up. Then pick one person in your world and make one value deposit this week, in the way they actually like to receive it, before you ever think about an ask.
Fifteen questions, a couple of minutes, and a clear look at where your coaching business stacks up against others.
Where the Trust Ledger first showed up: deposits come before withdrawals, and the order matters.
Why identity can't be built in a silo, and what a good reflective community gives you.
Everything else ILC has to offer lives here. Reach out to Adam and Jess if you ever need anything.
Show Notes + Timestamps
What You'll Learn
- Why proximity builds trust faster than content, and what moved a room of strangers to trusted peers in a day and a half
- How aspirational language turns into language you can actually market when you work on your business out loud
- The difference between connection and enrollment, and why connection has to come first
- How the Trust Ledger works: make value deposits the way your client wants to receive them, so a later ask feels like a no-brainer
- Why "happily pay for it" beats a closed sale, and what it means to price your payoff instead of yourself
- How to create proximity if live events are not your thing, from a VIP one-on-one upsell to connecting your clients with each other
Key Themes
- Proximity builds trust faster than content
- Connection comes before enrollment
- Deposits before withdrawals
- Price the payoff, not yourself
- You don't have to build it solo
Memorable Lines
- "Connection is not enrolling someone. Connection is building trust." (Adam Roach)
- "I'm not pricing myself. I am pricing my payoff." (Jess Webber)
- "Live is the highest form of trust building out there." (Adam Roach)
- "You can confidently price that payoff and you don't have to sell a dang thing." (Jess Webber)
Also Mentioned
- The ILC Blueprint and memberships, built so coaches don't have to build alone
- ILC community: ilovecoachingco.com
- Instagram: @ilovecoachingco / @adamrroach / @thejesswebber
Timestamps
- [00:00] Intro: Charleston and the power of proximity
- [00:43] Why building a coaching business can feel like a silo
- [01:10] Inside the room: ten people, six states, business work done out loud
- [02:21] From 90 days of aspiration to 90 days of actual
- [03:34] Unknown to unknown: walking into a room of strangers
- [05:10] From trust to referrals by the end of day two
- [05:24] Intimacy without competition (and a few tears)
- [06:31] What this means for your own coaching business
- [07:44] How to create proximity without hosting an event
- [08:50] Connection is not enrolling
- [09:43] The Trust Ledger: deposits before withdrawals
- [10:48] Letting go of transactional thinking
- [11:34] "Happily pay for it"
- [13:12] Investment, not payment: pricing the payoff, not yourself
- [15:13] Why live is the highest form of trust building
- [17:00] Why you don't have to build solo
- [17:55] Wrap and where to start
Take the 15-question Sellable Offer Scorecard and see how you stack up against other coaches. It takes a couple of minutes.
Take the ScorecardThe first step in building a successful coaching business. Work through it one page at a time and get clear on what kind of coaching fits you.
Get the Free GuideThe I Love Coaching Podcast is hosted by Adam Roach and Jess Webber of I Love Coaching Co. New episodes drop weekly wherever you listen to podcasts.