You can afford it; you just don't value it

333593c40bd175570cf2b17571a3e56eI was coaching someone earlier this week, and I had them identify two different sets of results.  The first was what was predictable.  I didn't have to prompt them for this — it was what they provided me by default when I asked them what they'd like to generate this year for their company.  The reasonable result was between $100,000 and $125,000 in revenue. Next I had them provide me with an example of what breakthrough results would be. To this they gave me a number over twenty times higher: more than $2 million in revenue.  Wow - now that's a number worth playing for.

We worked together to identify some of the things that were in the way, and then I worked with the client to identify how they were stopping themselves from achieving that.  I also provided them with practices that would have them start to create that breakthrough result.

You know what happened?  They told me they couldn't do it.  The way that would move them forward (as identified by themselves), they perceived as too costly to them to do.  Even if it meant making twenty times the revenue that they would otherwise make, they were unwilling to confront their story.  The power of our internal dialogue is immense indeed.

After all that, I told this person the logistics of coaching, including my rate, the minimum commitment, and everything else involved, and they told me they simply couldn't afford it.

f3ee520a9afdd3090bc21fe4c7ba5c3aIsn't that interesting, I thought.  The game we're playing for is making an increase in profit over twenty times what they would normally make, and they couldn't afford the amount of money coaching would cost them each month.

We come up with a lot of excuses that we can't pursue what's next for ourselves, but being able to afford something is our most popular.

Let's talk about the elephant in the room first: maybe a twenty times increase in revenue is a little bit lofty (though, who's to say?  If they were really willing to break up their own stuff, I assert they could create that result).  But let's say that, by working with me, all they did was double their revenue.  That would be an extra $100,000 every year.

But they couldn't afford it.

Here's the bottom-line: you can afford it.  You just don't value it enough.

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I can own that I wasn't able to sufficiently have my prospective client see the benefits of working with me.  In fact, if they're unwilling to take on their stories and interpretations, it's going to be pretty hard for them to realize those results anyhow.  But the fact is, coaching really does work, and really does generate those kinds of results (it's no accident the profession is spreading like wildfire).

There were a million reasons I could find to tell myself that I couldn't afford a coach when I was a student in law school.  I had student loans, I was paying for books, I was paying for a mortgage, I was barely bringing in any money as it was.

But I didn't let that stop me, because I was committed to this work, and I knew that working with a coach would move me closer toward my goal a lot faster than not doing so.

So I gave up buying new clothes (anyone that knows anything about me knows that this is a supreme sacrifice on my part), gave up all of my spending money, and gave up eating out.  I saved every extra dollar I made teaching dancing, helping people solve their computer problems, and brought in by Bay's own hard work.

The only real change was that I purposefully chose the attitude that I valued it enough.

There's immense power in the words that we choose to tell ourselves.  My invitation is to make the words "I can't afford it" into a swear word.  From now onwards, instead say "I don't value it enough".

If you really want something, you can afford it.  You simply have to choose to do so.

Where are you currently using affordability as an excuse for not taking on your life?  Where are you putting money in the way of what you actually want, and what are you spending your money on instead of that thing?

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