How to Attract Premium Clients and Charge Accordingly with Juliana Garcia: An EOFire Classic from 2022

0:01John Lee Dumas:Boom, shake the room, Fire Nation. JLD here and welcome to Entrepreneurs on Fire, brought to you by High Level, the all-in-one sales and marketing platform. On today's classic episode, we'll be breaking down how to attract premium clients and charge accordingly. To drop these value bombs, I brought Juliana Garcia into EO Fire Studios. Juliana is a CEO and Colombian immigrants, helps coaches clarify their message, get fully booked and charge premium prices. She's been featured on ABC, CBS, Forbes, and Millionaire Withiner. And today we talk about how to keep things simple and find ease and success, share your story truthfully and empowering and build trust and influence and owe so much more.

0:39John Lee Dumas:And a big thank you for sponsoring today's episode goes to Juliana and our sponsors. Fire Nation, is your business stuck? Are you looking to learn the proven processes and success systems that have been used to create thousands of millionaire success stories. Schedule a free consultation with America's number one business coach, Clay Clark, by visiting thrivetimeshow.com slash EOfire. Again, request life-changing tickets today at thrivetimeshow.com slash EOfire. If you are building a real business, you need real infrastructure. High Level gives you website hosting, funnels, email marketing, automation, calendar booking, payments, and course hosting all on one platform, plus award-winning 24-7 support.

1:19John Lee Dumas:Get a 30-day free trial and my full bonus stack that includes a 15-minute private call with me and much more at highlevelfire.com. Highlevelfire.com. Juliana, say what's up to Fire Nation and share something that you believe about becoming successful that most people disagree with. Most people believe that getting to success has to take a long time or that it needs to be complicated. But I believe that success, while it isn't easy, I do believe in finding ease in success by keeping things simple. So instead of doing more things, getting more followers, focusing on building more funnels, more landing pages, and focusing on doing more, I think the hardest thing about being successful is keeping things simple and doing less.

2:08And this is what actually makes success happen faster.

2:12John Lee Dumas:I love the acronym FOCUS, follow one course until success. Just keep things simple, Fire Nation. That's a great piece of advice. And we're talking today about how to attract not just clients, premium clients and charge accordingly. And I want to get right into it because, Juliana, you have a three-step system to attract high-end clients and charge premium prices. Break it down for us. Awesome. Well, the first thing that I do with my clients is we elevate the quality of clients that you attract. So in the marketing world, if you're an entrepreneur and you are here in the online space, you probably have heard that, you know, we need to speak to people's pain points.

2:58We need to amplify that pain and maybe even that fear so that people feel motivated to buy. But the problem with that is that we end up attracting clients who are in a state of victimhood. So what we experience is clients who don't pay on time or they don't, quote unquote, have the money or they don't show up fully in our programs. And then we wonder, why is that happening? And the reason why that's happening is because we're unconsciously speaking to that disempowered version of our client. And that is what takes longer to scale a business because we have to drag, we have to convince, and we have to educate.

3:36So the first step is to elevate the quality of clients that you attract by not using fear-based marketing to sell. Because the future of marketing is to speak to the empowered version of your client because consumers are becoming more and more sophisticated. And so when you speak to the empower version of your client, people who are resourceful, who already want to work with you, who see the value in investing in the transformation, who are willing to bet on themselves, not on a money back guarantee, you're going to be elevating the type of people that you attract and they're willing to invest more.

4:14John Lee Dumas:Fire Nation, I hope you're understanding this process because again, this is a three-step system that's going to help you attract high-end clients and charge the premium prices. So what else we got here? So I want to tell you an example of what that means. This is not just theory. What I want to show you is something that happened to one of my clients. We had been, you know, she had made, I think,$170 ,000 in the, I think it was like 2020. 2020. And when we started working together, she joined one of my programs. She didn't listen to any of the modules. The only module that she listened to was the first one, how to elevate the quality of clients that you attract.

4:52And in one year, that's all she did. She just focused on speaking to the empowered version of her client. And she went from$170 ,000 a year to 1 million the year after. And all she did was kept the same audience. She just shifted the way that she approached them. And literally that took her business to a whole other level. So it doesn't have to take long to create success in your business. So I wanted to give that little example so that everyone here listens for what is possible when you focus on this. I'm ready for a thing. Number two, are you ready?

5:23John Lee Dumas:Number two, break it down. Okay. So the second thing is really important to value your offer in a premium way. So what I mean by that is coaches, consultants, If you're listening to this, I know that you think that you need to wait. You need to get more and more and more clients before you raise your prices. And what I believe is that we can start premium and stay premium. Most coaches that I work with or consultants, they're already qualified to charge premium, but they think that they need a few more years or they price their programs based on the time of the container. Meaning if I have a three month program, I'll charge according to three months or six months.

6:04And according to that time in this perspectives, put the seal, put a ceiling in your earning capacity, because when we put time in the earning equation, we're always going to lose. So what we need to think about instead of time is we need to think about value. So instead of pricing your offer based on the length of the container, price it based on the lifetime value that it has for your client and the transformation that it will bring. Because think about your service, whoever's listening. In three months, your clients will get a result or six months or a year. But what about 10 years from today?

6:41What about 20 years from today? What about two years from today? That is going to really anchor you in the certainty and the confidence that you need in order to raise your prices. And so I have something that I call the pricing triad. I'm going to give you an example to all of you so that you can put this into context. Imagine that you're a dating coach and I'm going to use somebody that doesn't sell business because a lot of people think, oh, I don't have a business. I don't sell money making things so I can't charge premium. So I'm going to show you how a dating coach for, let's say, entrepreneurs.

7:16Are you dating or are you single or are you married, John?

7:19John Lee Dumas:married. You're married. Okay. So imagine back in the day when you were dating and you weren't sure if you were gonna, you know, who are you going to end up married to? Imagine that you work with a relationship coach or a dating coach. And imagine for so many men out there or for so many entrepreneurs out there, there are so many things that they do that get them to date people who are not the right fit. Right. And all of that, if you think about it, there are three buckets that we need to think about when we value our offer, our time, money, and energy. So imagine an entrepreneur out there who is, um, taking women out on three days a week, you know, how much time are they spending dating the wrong person because they don't actually know what their values are, who they really want to be with.

8:10Um, maybe they're scrolling on dating platforms for two hours a day. Maybe they're swiping and swiping and swiping and wasting time instead of really getting coaching on finding the person that's right for them. So just in time, I literally calculated this for the example that I give my clients in my programs. On average, you can spend like 69 days a year just looking for the right partner, dating the wrong people when you could just be spending time with the right partner. So that's just one time. Think about the amount of time that your ideal client is spending wasting time instead of working with you and actually getting there much faster.

8:52So that's one of the buckets. The second area in the pricing triad is the obvious one. Money is extremely eye opening when you realize how much money people are losing or missing out on by not hiring you. And your ideal clients may not even be aware of this, but it's our job to make them aware. So you really want to quantify just how much they are spending or they could spend in a lifetime by not working with you. And when you put it in context, $5 ,000,$10 ,000 or$20 ,000 or$50 ,000, no longer feels like that much. So for example, same dating example with dating coach, right? So this person's taking women out on dates,$200 per dinner, and that's three times a week.

9:37So that's already$600 a week. If you multiply that by a year, that's$31 ,000 a year. Let's say that they're spending$20 per month on apps and dating apps. That's$720 a year. But let me tell you the worst part. Imagine that this person ends up getting sick and tired of dating people who are not the right fit and finally find somebody who's kind of the right fit, but is not really. What do you think is gonna happen if you marry the wrong person?

10:04John Lee Dumas:A divorce. Right. And how much do you think that for an entrepreneur or for an executive CEO, how much could a divorce cost? Millions. Billions. OK, so I have it on the low end. I'm like, let's just say on the low end, like two hundred and fifty thousand dollars just the loan. Right. Just to keep it simple. that's over$250 ,000 that you would literally save by finding the right coach that can help you find the right partner, just money-wise. Okay. So suddenly, is it okay to charge 5K, 30K for a coaching container? I mean, what is landing with you here, John? This is landing with me. I mean, because I'm thinking right now through all the money that I used to spend on dinners and what would have happened if I would have married the wrong person and that divorce would have happened and 50 % of my assets would have gone kapuf at the minimum, not to mention again, and this is one thing that I keep thinking about is like the opportunity cost of, you know, all that, you know, money that I spent that could have gone in other investments back in the business, all this other thing, it just keeps compounding.

11:17Right. And that's actually the last one. I'm so glad you said that because that's the last category or the last bullet point that I have for the pricing triad, which is the opportunities to grow their business. Or maybe even if they don't have a business, they could change jobs, right? And they could get a better job. They have that energy that they can put into a different career path. And like, multiply that, right? Like multiply that even if it's like$2 ,000 a month that you can add to your business bottom line, which is not very much. I'm just literally talking about the minimum, if you multiply that by the end of the year, that is so that it keeps compounding and compounding and compounding.

11:55And when we talk about CEOs and entrepreneurs, we're talking about not$22 ,000 a month, but$20 ,000 a month. And so when we really look at the opportunity cost of not working with us, the opportunity cost that our clients will experience by not working with us, it's really eye opening and suddenly raising your prices, you feel more grounded, you feel more confident and you write content from that place, you can talk about it from that place. Okay. I'm going to move to the third area of the pricing triad, which is energy. Okay. So, so the energy, how are other areas of their lives suffering because they are so consumed by this problem that you can help them with.

12:38If they continue to fail, what is, what is it going to, what is going to be the impact on their, their internal state? What false belief systems are they going to develop as a result and what is the impact of that so for example the feeling of unworthiness feeling lonely feeling unsatisfied like all the emotional connections that will be created with people who are not necessarily their ideal partner but that still are gonna feel like it could be and then all the drama that comes with that and the time taking away from their purpose so there are so many more areas that you can't quite quantify in the money wise i mean we could try, but really feel the feeling of unworthiness.

13:18You can quantify that in a monetary number, but all of the, all of these elements really take you down to a total cost of not working with you, which is more than half a million dollars. And when you think about it again, is it worth it? Investing$15 ,000,$50 ,000 in a dating coach that can help you find your soulmate.

13:40John Lee Dumas:Fire Nation, I really hope you're understanding this triad and why it makes so much sense to approach it in this direction, not just throw it a dollar amount and say, this is how much my coaching costs, but sit down with the individual and say, hey, this is what you might be missing out on. This is what I'm providing. This is what I'm saving you from time, energy, money, all these things. And this is very important. And an intelligent person, and that's who you want to work with, by the way, an intelligent person would actually be able to sit down and say, you know what? I get it. And it would make sense to them.

14:09John Lee Dumas:And Fire Nation, we're going to be talking about some real world examples and so much more when we get back from thanking our sponsors. Fire Nation, is your business stuck? Are you looking to learn the proven processes and success systems that have been used to create thousands of millionaire success stories? See thousands of success stories and testimonials from real people just like you, who Clay Clark has mentored and coached into prosperity at thrivetimeshow.com slash EOfire. Clay's proven business coaching program is month to month, and it costs less money than hiring a minimum wage employee.

14:40John Lee Dumas:Yes, it's month to month and costs less money than hiring a minimum wage employee. Schedule your free personal 13-point assessment with Clay Clark himself today at thrivetimeshow.com slash EO Fire. Because Clay only takes on 160 clients and only allows 300 attendees on each business conference, you will interact with Clay directly. See thousands of success stories and learn about attending the Thrive Time Show two-day in-person workshops featuring football star and entrepreneur Tim Tebow and President Trump's son, Eric Trump, today at thrivetimeshow.com slash EO Fire. Become the next success story.

15:12John Lee Dumas:Schedule a free consultation and request tickets to join football star and entrepreneur Tim Tebow and President Trump's son, Eric Trump, at Clay Clark's next business conference today at thrivetimeshow.com slash EO Fire. Fire Nation, if you are building a real business, you need real infrastructure. That is why High Level is Entrepreneur on Fire's featured partner. High Level gives you a website builder and hosting, funnels and landing pages, email marketing, appointment scheduling, payment processing, course and membership hosting, and so much more. Everything you need to succeed all under one roof.

15:45John Lee Dumas:No duct tape, no juggling five platforms, just one clean system for your business. And their award-winning 24-7 support has your back when you need it most. When you sign up at highlevelfire.com, you also get my exclusive bonus stack, a 30-day free trial, a private 15-minute call with me, JLD, access to my weekly live office hours, a digital copy of my book, The Common Path to Uncommon Success, my 50 Days to Something Execution Roadmap, and more. Visit highlevelfire.com and start building your something today. Juliana, we're back and man, so much value is being packed into this episode. I mean, the three-step system to attract high-end clients and charge premium prices.

16:26John Lee Dumas:I mean, I honestly think Fire Nation really gets it. You gave one great example already. Can you give another real world example of one of your clients who have used this? Oh my God, I have so many. I was trying to pick which one I wanted to share, but there's so many. So let me tell you about one of my clients, Esperanza. So Esperanza, she was, she is a life coach and executive coach. She was charging$83 an hour when she came to me. And after one conversation, we discussed the lifetime value of the offer that she was, um, that she was crafting that she had, and we adjusted it. And she closed a package for$179 ,000 for one year.

17:10This was not a coincidence. This happens. I have so many of those, but that is one of the things that happens when you start valuing the work that you do. And instead of charging per hour, really you focus on the package and you really adjust the price based on the transformation and you learn how to articulate the transformation to your potential client.

17:32John Lee Dumas:I mean, Fire Nation, I hope you're really realizing what even this shift, you know, I'm not going to say it's a mini shift because it is a big mental mindset shift that Julianne was able to get her through, but it wasn't like in a long period of time. And we're talking$83 an hour to$179 ,000 for the year. I mean, that's a massive, massive shift when it comes to that return on that investment. So one thing that I do want to get into, and I know that we thought initially we wouldn't have time for it, but I think it's super important. So maybe we just get really concise on this because so many people in my audience, and I hear it all the time, they think they need to have this Stonewall Jackson type image.

18:09John Lee Dumas:Like they show no vulnerability whatsoever, but you actually believe the opposite. We can be vulnerable without losing credibility. Can you break that down? Absolutely. So I created a concept called elegant vulnerability because back when I started, I remember seeing on Facebook and on social media, everyone was saying, be vulnerable, share your mess, your mess is your message, and just put it all out there. And as a marketing expert, and as I am somebody who understands psychology, understands persuasion, understands people, it's so important to, I was noticing that people were actually diminishing their credibility in the, um, you know, just to, just to, to be vulnerable.

18:51And this is why I started understanding that vulnerability is important because it helps us create a connection with the people on the other side of the screen. We're not just perfect humans and robots that produce and are always achieving our goals and are always per feeling, perfect feelings. We are human. And so it's important that we that we show that because it's our truth. But also it's important that we remember that people are here not because they want to be our friend, they want to be led. If they just wanted somebody to spill their guts or whatever, share their problems, they just can just call a friend, right?

19:27And we are not here to be our client, our client's friends, we're here to be our to lead. And what is important to understand is that you can be vulnerable and share this, the real story, even if you're in it. However, the difference is the importance of sharing the lessons that you're learning so that you empower the people around you to really see what is valuable. What, what are the lessons that they can get from your own experience? So important things to look for, to make sure that you are using elegant vulnerability in your content is, you know, share the truth. How do you feel all the things, all the things that happened.

20:04Don't don't hold back. But notice, am I blaming somebody here? Am I using any type of blame? Am I creating any type of victimhood around me or around other people? Am I making anybody the perpetrator of my story? And those are the things that you clean up and still tell your story and share the lessons. But that's how you know you're sharing it in an empower way that will build your credibility, build your influence and create that sense of trust between you and your audience.

20:32John Lee Dumas:Fire Nation, so many value bombs here, but something that I just had to write down, and I really hope you take this to heart. People don't need another friend. They need a leader. So when you're in that position, you need to be that elegant leader. So I want to just really close this down strong, Juliana. What is the one thing that you want Fire Nation to walk away with from this entire conversation we had here today? Well, the one thing that I want everyone to walk away with is to think about this. If I give you a thousand qualified followers and if they go to your page, if they go to your website, what are they going to see?

21:13Are they going to see a clear message or are they going to see tumbleweeds or are they going to see a bunch of jargon that they don't understand? What is really important in any business and then the reason why I've become so successful so quickly is because I focused on saying the right words to communicate the value of your offer. Because if you don't know the words to say to communicate the value of your offer, you will be ignored. It doesn't matter how good you are at what you do. You have to have the right message. So that is my specialty. That's what I focus on helping people with, helping them clarify their message so that they can attract premium clients.

21:54So if there's anything that you take away from this is that words are free and your brain is always going to try to file people under the problem that you can solve. People's brains are always trying to solve, you know, file people under the problem that you can solve. And if you're not clear on that problem, people are going to ignore you. And so that is why it's so important to be clear on your message so that you won't be overlooked and you are not ignored.

22:21John Lee Dumas:Juliana, how can people connect with you? Any call to action you have for our listeners. And then we'll say goodbye. Absolutely. So you can add me on Instagram and my Instagram is, it's Juliana Garcia, I-T-S Juliana Garcia, Juliana with only one N. And also you can download the 30 day expose your truth challenge, which helps you with elegant vulnerability, give you 30 prompts for 30 days to write epic content that attracts premium clients. And you can find that at julianagarcia.com forward slash exposed, exposed with an ed at the end. Fire Nation, you're the average of the five people you spend the most time with.

23:03John Lee Dumas:You've been hanging out with JG and JLD today. So keep up that heat. Head over to eofire.com type Juliana, that's J-U-L-I-A-N-A in the search bar. Her show notes page will pop right up. And one more time, let's hear that Instagram and that URL. It's Juliana Garcia. That's my Instagram. I-T-S, Juliana Garcia on Facebook as well. And the URL is julianagarcia.com forward slash exposed with an E-D at the end, exposed. Juliana, thank you for sharing your truth, your knowledge, your value with Fire Nation today. For that, we salute you and we'll catch you on the flip side. Sounds good. See you there.

23:47John Lee Dumas:Hey, Fire Nation. Today's value-almed content was brought to you by Juliana, who sponsored this episode. And Fire Nation, over the last decade, I've interviewed more than 3 ,000 of the world's most successful entrepreneurs and created a revolutionary 17-step roadmap to your financial freedom and fulfillment. I put it all into my first traditionally published book, The Common Path to Uncommon Success, personally endorsed by Seth Godin and Gary Vaynerchuk. The Common Path to Uncommon Success is the step-by-step guidance that you need to achieve the lifestyle of your dreams. Visit UncommonSuccessBook.com to order your copy today, and I'll catch you there or on the flip side.