My friend Allen was a golf pro and a good one at that. He had been a journeyman on the PGA tour for many years before a divorce, served on the 10th tee of an event drove him off Tour to care for his kids. He turned his attention to teaching. We played most Fridays and I started taking lesson from him. He worked at a small tin cup type range right off the I-5 freeway. For weeks and weeks I went there twice a week for lessons. Each time he offered me the standard choice of paying for one lesson or paying for five and getting one free.
As we worked together he started to open up to me and tell me how he need to win money in local events and gamble with members of several local clubs just to pay the bills. Although he loved to teach it just wasn't making him enough money to support a family and an ex-wife.
Meanwhile here was I still in my mid-twenties pulling down $120,000 a year teaching karate lessons while he, a 20-year veteran, struggled to make $50,000. He just didn't understand how someone with his experience and skill could be struggling to get students when some one as young and inexperienced as I was signing up 20 or more new students a month and got them to pay in advance, not by the lesson but by the year!
One day as he started to offer me his standard deal of one lesson or five with one free I just said...
"NO, I'll tell you what I'll do. If you buy breakfast at Coco's, I'll tell you how to triple your income. And I'll show you how to do it without working a single hour more than you are working now."
He was skeptical but he reluctantly agreed.
I started to outline the system I used to pre-frame students into asking for longer-term programs. I outlined ways he could package his programs so he could double the price but at the same time make them seem far more attractive to his students. I covered all the objections about time and money you hear the world over and showed him how a few simple changes to his pitch allows the students to sell themselves rather than the other way round.
As we talked he brought up the same objections I always hear "The people around here don't have any money and they don't spend it if they do." He really believed this, even through he played with our group every Friday which included three multi-millionaires, all of whom took lessons from him and several more that were making very large salaries.
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We parted with a handshake and he agreed to try my system, but I could tell he was still skeptical.
Three days later the phone rang one afternoon and he excitedly told me, "You won't believe this but I just sold a $1,000 program!" I was pleased for him and it was just the start.