Pricing Power, Leverage & Success Fee Strategies

Key Points:

1. Welcome & Introductions (00:00) – New coaches are welcomed and the advanced nature of the call is set.
2. Networking & JV Wins (02:09) – Sharing recent successes from networking and JV introductions, emphasizing the power of outreach.
3. Savannah Bananas Case Study (03:36) – Lessons in experience creation and business model innovation from Jesse Cole’s baseball franchise.
4. Venue Partnership Opportunity (08:06) – Discussion of a profit-share offer from a Brooklyn venue and how to evaluate similar local opportunities.
5. Event Debrief & Offer Structure (09:34) – Review of a successful event, QR code call-to-action, and handling post-event questions.
6. Medical Practice Pricing Challenge (11:07) – Deep dive into negotiating insurance rates, MSO structures, and leveraging group power for better contracts.
7. Concierge Medicine & Alternative Revenue (19:04) – Pros/cons of concierge models, value-based care, and adding cash-based services.
8. Market Dominating Position (24:23) – How unique structures like MSOs create a “category of one” and justify premium pricing.
9. Success Fee Structuring for Contractors (25:30) – Group brainstorm on capping, stair-stepping, and combining success fees with ongoing coaching.
10. Fee Benchmarking & ROI (42:00) – Using 25–33% of new net profit as a fee benchmark and leveraging PAS tools to visualize ROI.
11. Handling Pricing Objections (46:17) – How to get clients to state their desired ROI multiplier early to anchor the pricing conversation.
12. Event Funnel & Follow-Up (53:28) – Using events and podcasts to drive leads into assessments and nurture relationships.

Key Takeaways:

• Leverage group power: Form MSOs or similar entities to negotiate better deals for clients.

• Anchor fees to value: Use 25–33% of new net profit as a benchmark for setting coaching fees.

• Structure success fees smartly: Consider capping, stair-stepping, or combining with ongoing retainers.

• Get ROI expectations early: Ask clients for their desired investment multiplier before discussing price.

• Use events for lead gen: Leverage live/virtual events and follow-up to fill your pipeline.

Notable Quotes:

• “If you don’t initiate the discussion with them, they’re never going to offer you a raise. You have to go out and do it.”

• “Your market-dominating position is not just your message—it’s what you do that makes you unique.”

• “Stick to your guns on the amount and negotiate how they pay it over time.”

• “Ask the business owner what their multiplier is—then you know exactly how much improvement you need to show.”

Action Steps from the Call:

1. Review your current pricing and align fees to 25–33% of new net profit delivered (see 42:00).
2. For medical or similar clients, explore forming or partnering with an MSO to increase negotiation leverage (see 11:07).
3. When structuring success fees, consider capping or stair-stepping based on contract size (see 25:30).
4. Add a “desired ROI multiplier” question to your assessment/discovery process (see 46:17).
5. Use event-based lead generation and follow-up frameworks as discussed (see 53:28).

Resources & Tools Mentioned:

• PAS Assessment/Software: Used to calculate and visualize ROI for clients.

• MSO (Management Services Organization): Structure for group negotiation and shared services in medical practices.

• Carl’s Podcast, Episode 263: Framework for event-based lead generation and funneling to assessments.

• Book Recommendation: Pricing strategy book for founders (title shared by Dr. Ben).

• JV/Partnership Strategies: Tactics for expanding reach and creating new offers.