After working with over 1,400 coaches and helping them generate more than $350 million, Zander Fryer says the biggest mistake new coaches make is thinking a coaching business will be easy and that they can build it without real systems. It’s not easy, and you can’t. That’s like assembling IKEA furniture with no instructions.

The good news: building a coaching business can be simple, just not easy. Most coaches are great at coaching but following the wrong business instructions. Here’s the exact roadmap Zander’s clients use to go from $0 to $20K a month, and how to know which part to fix first.

The LSD model: your $0 to $20K roadmap

The LSD model stands for Leads, Sales, and Delivery, the three systems every coaching business runs on. Zander built it after investing $50K across 11 programs and piecing the best parts into one system. 85% of clients who run it break six figures within 12 months, averaging $22.6K a month.

To find what to work on, score each piece like a stoplight: red (stop, it’s broken), yellow (slow, needs work), or green (good to go).

Leads: get them consistently or you have no business

Leads come first, because if you can’t generate them consistently you’ll always wonder where the next client is coming from. Three things have to be in place:

  • The right offer. About 95% of coaches get this wrong and don’t even know it. Green if 3-5 people a week reach out to hire you.
  • A growing community. People buy from those they know and trust. Aim for 50-100 new followers, subscribers, or leads per week. Use one of four models to do it: influencer, collaborator, hustler (70% of coaches), or prodigal (paid ads, for scaling).
  • Created interest. Communicate so people want to work with you. Done right, this turns into 3-5 sales calls a week when you’re starting out.

Sales: turn leads into paying clients

The best marketing tactic in the world is a strong sales framework. Early on, leads are scarce, so you have to convert the ones you get. Done right, you can enroll 1 in 3, even 1 in 2. Three things to check:

  • Price and positioning. Most coaches undercharge because they think cheaper reaches more people (it doesn’t) and because they don’t know how to charge more. Be honest about what changing someone’s life is worth, you can’t charge less than $3-5K.
  • Your belief about sales. On a scale of 1 to 10, how strongly do you believe sales is a good thing? If you’re a good coach, selling more means changing more lives.
  • A proven conversion mechanism. Stop flying by the seat of your pants. Zander’s framework has sold over $200 million in high-ticket coaching.

Delivery: get results and scale your time

Delivery comes last, because without leads and sales you have no one to deliver to. Most coaches over-invest here, collecting degrees to feel “good enough.” You don’t need them. Three pieces:

  • Expertise. Your years of lived experience are enough. Taking someone from a 1 to a 6 is life-changing and worth $3-8K.
  • A model. Turn intuitive genius into teachable genius. Without a model you can’t get consistent client results.
  • The two-stage rocket. A front-end plus back-end program that gets people moving fast and keeps them long-term, blending the scale of courses, the intimacy of one-on-one, and the accountability of group.

Frequently asked questions

What is the LSD model in coaching?

LSD stands for Leads, Sales, and Delivery, the three systems a coaching business needs. Leads come first, then sales, then delivery. 85% of coaches who run it break six figures within a year.

How do I get from $0 to $20K a month as a coach?

Build the three systems in order: consistent lead generation (right offer, growing community, created interest), a proven sales framework to enroll clients at $3-8K, and a delivery model that gets results without eating all your time.

Why do most coaches stay stuck under $20K a month?

Usually a weak offer, undercharging, or no real sales framework, not a lack of coaching skill. Score your leads, sales, and delivery red, yellow, or green and fix the reds first.

Want the full system and help finding your reds? Work with us here.