Transcript below:

Alzay Calhoun: So, Courtney, let us begin at the beginning. Please tell us your name, and your company's name.

Courtney Lee: My name is Courtney Lee, and my company is called "Crown and Pixel".

Alzay Calhoun: And tell me about what your company sells. What do you do?

Courtney Lee: My company does web design and content writing for attorneys.

Alzay Calhoun: And you've experienced the whole program at this point, so tell me, tell us, what have you enjoyed most about your experience in the program?

Courtney Lee: Oh, let's see, first of all, the entire program has exceeded my expectations, and I took joining it very seriously. As I said, it's just exceeded everything I had expected. What I enjoyed most, was the personal attention that I got from you, combined with the fact that the course was self paced, so it was kind of the best of both worlds that I could get to the videos, and the materials when I had time, but I knew that if I shot you an email that you would get back to me in a reasonable amount of time. And that I was able to have access to your brain, I thought that was really valuable.

Alzay Calhoun: Mm-hmm (affirmative), mm-hmm (affirmative). So then, on the flip, what did you enjoy least about the program?

Courtney Lee: What I enjoyed least was probably just a logistical thing, and that was the time of the phone calls.

Alzay Calhoun: Okay.

Courtney Lee: As you know, I have a fifth grader, and I work from home, and usually I fix my schedule so that I'm not working around that time that she comes in, because things get loud and crazy. But that was just something that I know is particular to my schedule. And I looked at it as an opportunity to figure out how to make it work when things don't work perfectly, 'cause things don't work perfectly, and I'm a mom, and I work from home, so I just had to go with it. But, that would be my only small complaint.

Alzay Calhoun: I appreciate that, I appreciate that. This idea of things not working perfectly, we can unpack and extend, right?

Courtney Lee: Yeah.

Alzay Calhoun: That's a big deal, about things not working out perfectly. Thank you for your flexibility, and making it work as best you can, right? 'Cause that's what we all do.

Courtney Lee: Exactly.

Alzay Calhoun: So now, what is the number one thing you take away from the experience? You had the experience, you're thinking about your take aways, and what you're left with, what's that number one thing, if you have one?

Courtney Lee: The number one thing that I took away from this, is action, above all. That I have to move forward and actually take actions for changes to happen. I'm a learner, and I'm a thinker, and I'm an internal person. I've spent a lot of time trying to learn every possible thing I could about this industry, from every possible angle-

Alzay Calhoun: Right.

Courtney Lee: ... And, thinking and reevaluating, and it got to the point where there really wasn't anything else for me to do, and I was sort of hiding behind that to stop myself from moving forward with action. And, so the biggest thing I took from this program, was just encouragement and some focus in a format that helped me move forward and take actual steps, one foot in front of the other, that I wasn't taking before.

Alzay Calhoun: Mm-hmm (affirmative), mm-hmm (affirmative). Again, respect to you, because you took that challenge to keep walking. To put one step in front of the other. There was some things that the program asked you to do that were new to you, and you were, "How do we, how do I, how is it"?, and then you just try. You just try. And it's amazing how quickly you can get a base level of comfort, if you just give yourself a few iterations. And you took that challenge, so kudos to you. Kudos to you.

Courtney Lee: Absolutely, thank you.

Alzay Calhoun: So when we think about ... As you think about your business, what's the number one thing that you still have to do?

Courtney Lee: The number one thing I have to do, is to just continue to get to know my productize service as well as I possibly can.

Alzay Calhoun: Mm-hmm (affirmative).

Courtney Lee: You and I worked hard to create this together, and I certainly have a good grasp of what it is, but I want to just know this thing from every possible angle, to be able to think ahead to what my perfect clients are going to ask me about the product. And just to have 110 percent confidence in my productize solution to the problem that I'm trying to solve.

Alzay Calhoun: Why is that important to you? You just said, "I should know my service better". There's somebody else who's watching this, who's saying, "What", Because don't you know your own expertise? Don't you know what you're doing? Aren't you competent"? And, the answer is yes, you are all of those things. Of course you're competent. But you're communicating something else when you say, "I want to know my service better". So, can you explain that?

Courtney Lee: I think what I'm communicating is ... When you and I spoke before we even started things, I told you that I had a big fear of sales, and selling. And for me, the way that I've been able to work myself around that, and begin to push through it and work past it, is to have just a full faith and understanding in the fact that I am helping people, and I'm offering a solution. I'm not trying to pull anything over on them, and get their money. I'm not trying to could salesy, or anything like that, I just want them to understand what it is I am offering, and how it will help them solve a problem. So for me, just complete comfort, and honest about my product is the only way that I know how to sell, and the only way I would be comfortable to know how to sell. So again, I do understand my product because it's my product, but I think that's just something that I could continue to build some muscle memory with every day.

Alzay Calhoun: Mm-hmm (affirmative), mm-hmm (affirmative). You said it, and if you allow me to underline it, it's about knowing your product well enough for the client. So, you've got to be able to communicate your product in a way that it resonates with them.

Courtney Lee: Right.

Alzay Calhoun: So, you knowing it is not the issue. Of course you know it, you made it up. You invented it. It's your creation. But, being able to explain it in such a way where the other person goes, "Ah-ha, that's a solution for me". There's the translation, and there's the effort that's required. It sounds so simple. You probably have heard the advice a hundred times, but when you decide to deliberately communicate that way, a whole different thing. A whole different thing.

Courtney Lee: Mm-hmm (affirmative), absolutely.

Alzay Calhoun: Again, another challenge that you've taken on, because you can always just kind of fold your arms and say, "I know what I do, buy it or don't buy it".

Courtney Lee: Right.

Alzay Calhoun: "Love it, or don't love it". And that's a stance you could take, but I think there's a better stance. And that's what you're talking about. Okay, Courtney, let's go here. So, some of the things that that YouTube channel talks about, and the emails that I send out, all the posts and everything, I do my best to set the most amount of context possible before someone joins the program. But there's always ... Once you get in the program, and begin to do the work, some other stuff happens. There's some other things you learn, lessons you experience, etc. So, what would you offer, what advice, what suggestion, what thought would you offer someone who's considering joining the coaching program, but hasn't yet? What would you say to them?

Courtney Lee: I would say to them, if they know you from YouTube, and from email, and the places that we were exposed to you before joining this program, just to ask themselves if they're ready to take one step in front of the other, like I said. If they're ready to move forward, and take action, because the information that you provide is super valuable, and it's something that I will continue to use. But, if they're really ready to say that today is the day that they're going to make this thing become a reality, that it's worth it, to just jump in with both feet.

Alzay Calhoun: I appreciate that, I appreciate that. And you did that, by the way. You, literally, Courtney, did that. We had a conversation where you were like, "I'm gonna do it", right?

Courtney Lee: Right.

Alzay Calhoun: So, there we are, and now we can continue. Now we can continue.

Courtney Lee: Yes.

Alzay Calhoun: And by the way, the same exact thing is true for your client. Your client is stuck, they can't get past a certain point, and you present them with the solution, and at some point, they'll just say, "I'm in". And when they do, now we can move. Now we can move. You can move to help them, and they can move toward the solution. Dancing dolphins, rainbows, dancing leprechauns, it's a great day when you finally get to that moment.

Courtney Lee: Right.

Alzay Calhoun: But, it's one you gotta get to, right? It's one you gotta get to. Well listen, Courtney, that was easy. So, thank you for your feedback. There's a few things I'm gonna ask you about, offline here in just a moment, so-

Courtney Lee: Okay.

Alzay Calhoun: ... We'll end the formal part here. But thank you for your honesty, thank you for your intentionality inside the program, and we'll see you soon, okay?

Courtney Lee: All right.

Alzay Calhoun: Thanks a lot.

Courtney Lee: Thank you, thanks so much.