Hi Friend

Let’s make this simple.

If clients are comparing your price to the coach down the road, it means they can’t see the difference yet.

That’s where your expertise anchor comes in.

Here’s how to build one that makes your value undeniable, before money ever gets mentioned.

Step one: The Expertise Audit

Write down what you know that most coaches don’t.

No qualifications.

Experience.

What do clients always ask you about?
 

What patterns do you see before anyone else does?
 

What do you know in your gut that other trainers overlook?

One coach I worked with had a freakish talent for spotting breathing dysfunction.
 

Another understood exactly how hormonal shifts affected female clients’ performance.
 

They didn’t learn this in a textbook.
 

They learned it in the trenches.

Step two: Make it visible

Now ask yourself:
 

“How can I demonstrate this in the first 15 minutes of meeting someone?”

If they can’t see it, it doesn’t count.

That breathing coach created a two-minute test that showed how posture, breath, and strength were all linked.

The hormone specialist built a short intake that helped clients connect fatigue, bloating, poor sleep, and training slumps within minutes.

Step three: Make it yours

Your anchor needs to stand out in your market.

If every trainer offers meal plans and movement screens, yours won’t turn heads.

But if you specialise in plant-based nutrition for shift workers?
 

Or recovery for perimenopausal women?
 

Or re-training breathing patterns to unlock lifts?

Now you’ve got something no one else is showing.

Step four: Make it repeatable

This part’s non-negotiable.

Your anchor should be built into your client journey, used every time.
 

Not just when you remember.

One coach I work with in Birmingham built what he called a Stress-Recovery Profile.

Ten minutes.
 

Simple questions.
 

Subtle observations.

It helped clients understand how stress was blocking their progress before he ever wrote them a training plan.

It wasn’t flashy.

But it was specific, visible, and his.

Within two months, his conversion rate jumped 40%.
 

He raised his rates.
 

And new clients came in saying, “I’ve never seen another trainer do this.”

That’s the power of an anchor.

You already have the expertise.
 

This is just about making it visible and valuable to the people who need it.

Start with the audit this week.

You’ll be surprised what you uncover.

Best wishes, 

Naomi

P.S. Sometimes your anchor is the thing you do without thinking, the part clients love most, but you’ve never formalised. Start there.