Value & Values - By Carl Hardwick

Value & Values - By Carl Hardwick

Am I charging enough? 

Am I charging too much? 

What is my value as a coach? 

Will the market pay what I think I’m worth? 

Why do I feel uncomfortable asking for a sale?

All of these questions are value-based ones. Before we try to answer them, let’s understand the following:

  • Value =  The regard that something is held to deserve; the importance, worth, or usefulness of something.
  • Values = A person's principles or standards of behavior; one's judgment of what is important in life.

There is a connection between monetary value and personal values. 

If you can work to understand this with your prospects, selling yourself as a coach becomes easier and much more genuine. When you’re selling your service to potential clients, always think about the value you bring and how you can connect that to what they value.

When I think about monetary value, I look at it very black and white. For example, if I am at a store buying a pair of gym shorts, I do a quick equation in my head:

X > Y = buy

X < Y = pass

X = my subjective value of the pair of shorts (what am I getting out of it)

Y = the dollar amount of the shorts

(Running the math on $90 Lululemon shorts… I usually pass.)

Next, we have to consider personal values. Understanding what is important in someone’s life is a powerful thing. Not only to sell them something, but to connect what you have to offer to their values in a way that could truly help them. 

If the potential client values family, how can you craft your service offering to connect to that value? Can you offer to coach their husband, wife, or kids? Can you talk about how increased energy will lead to them spending time with their family with more vigor?

The next time you are in front of a prospect, be confident in your value and make it your mission to understand their values. 

That’s how you’ll find the answers to all the questions I began this post with.



1: Purpose before Prosperity as a Coach

2: Value & Values (this one)

3: The Model Wars

4: Why Create Autonomous Clients?

5: How to Create Autonomous Clients

At OPEX, our mission is to increase the value of the fitness coach. It literally says it on our front door. I get to help coaches identify and reach their value, while meeting their clients’ values, in the Coaching Certificate Program. Learn more about the program by downloading our Curriculum Guide and see how this professional education will help you take the next step in your fitness career.

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