Coach: Cindee Williams
Founder: Lead My Life
Focus: Empty Nesters Coaching
Employees | 0
Revenue | 6 Figures
Introduction
This is a condensed version of the interview
I’m Cindee Williams with Lead My Life. I help empty nest women discover who they are, beyond mom, beyond the woman in the mirror, and gain confidence, reignite purpose, and become faith-fueled impact makers. I work with women who are thinking, “I want to change the world, but I have no idea how.”
I got started with my coaching business at 50 years old. By then, my kids just left the nest. My husband and I came home, opened the door, and we were like, “It's quiet in here, right?”. We had just spent the last three decades of our life pouring ourselves into our family.
I realized [then] that I want to leave this world with impact, with an indelible mark that speaks of my faith, that speaks about who I am, that gives a trail for others to follow, including my family; a legacy impact.
The year I launched my company, 2023, was full of challenges. We had a child who decided that he no longer wanted us to be his parents. Then my husband got in a terrible car accident, my aunt died, and I developed an autoimmune disorder from all that stress. By the end of 2023, I had lost all my hair [because of the stress-related autoimmune disorder]. I was a 55-year-old bald woman, and I was looking in the mirror, going, “Who is this woman staring back at me?”
One week into wearing my new wig, I went to a charity event with my husband. He takes me out on the dance floor and gives me a twirl. The wig goes one way and I go the other way. This is in front of senators and [other] important people. I already felt like I did not belong in that audience. It was an empty dance floor. It was a wig on the dance floor moment. And I asked myself: “Who are you going to be?” That was the defining moment.
I say we all have a “greatest moment” and it's not at the top; it's at the very bottom. Back then, my husband said, “Cindee, this will be your greatest moment, the women that you serve, want to know that you're real. They want to know that you are suffering through things and that you've been hiding it from them.”
It's very important to me that I share my story because I know that other people are hiding behind humiliation, shame, & regret.
The courage that I gained from the dance floor moment empowered me in a way that I could never imagine. Hair doesn't matter, your clothes don't matter. What does matter is who you are and how you can start leading from the inside out.
My company helps people truly lead their lives.
How Did You Launch Your Beta Program?
I went to empty nest women, [the niche I'd found through my real estate career], and said: “Would you be willing to be my beta client [for coaching]?” I used that as my starting point, then gradually built [the coaching] up until I was working with four or five beta clients regularly.
I then thought: "I can talk to 12 ladies one hour a week [in a group], versus 12 hours a week [individually]." It is mentally exhausting to coach that many people one-on-one.
After I had my group coaching platform and program launched, I focused my time on speaking to bring people into the funnel.
When my kids left, I was getting introverted, isolating myself without deep women friendships. So I started a challenge called The 52 Coffees Challenge. The idea was to take one woman out to coffee every single week for 52 weeks. I couldn't know her beforehand, and my rules were to learn her story and figure out how could I add value to her life. In return, I was learning how to make eye contact, engage in conversation, and not be distracted by my phone.
The challenge quickly grew; soon I was having three to five coffee meetups each week. Before long, up to 12 women would join in. Some of these women turned out to be just as driven and determined as me. They were all in, no turning back. I went to these women for advice, and they were fantastic. They told me what was working, and what wasn't, and gave me the feedback I needed [on my coaching program ideas]. Over the next year, I used all that wisdom to start my program.
What Coaching Business Advice Would You Offer?
First thing: you have to start with a plan and know your numbers for how many clients you need to reach your target [income] number for the year.
The second thing is mapping out your client journey and putting all that information into your group coaching program. This mapping should happen as you meet with people because that's when you're really getting to know and test what works for them.
You need to know what their biggest struggles are, and what they need help with. Because [their struggle] might not be what your struggle is. I thought that all the women I worked with were just like me. Their struggles are going to be mine. And it wasn't. Their biggest struggle is, “I know what to do, I know how to make the plan, but I don't know how to execute.”
[To learn more about my target market], I ask questions on social media like, "What's your biggest dream or struggle?"
What Were Your Early Coaching Business Mistakes?
Not having a business plan. Having a dream without a financial foundation. I didn't have a job that gave me the money that I needed. I had to have a framework for my business, and I didn't start with that.
I also had a lot of doubts, thinking, “Who would listen to me? Who would look at me and say, 'I need help from her?'" I realized, though, I had a lifetime of stacking experiences under my belt, and I was more than ready to bring value to people.
So even if you're just starting to coach, and you have that dream inside of you, know that you have all these experiences in your life that you can draw on. There are people who want what you have.
Do You Have A Coach?
Always, coaching is essential. One of my biggest mistakes was not realizing this sooner. This year, I had more coaching and mentorship than ever before. To lead, we have to have mentorship and coaching.
The result of that [coaching] is exponential growth beyond what I could ever imagine. We surrounded ourselves with people who were faster, stronger, and doing what we wanted to do at a way higher level. That changed everything.
And even if you can't afford [coaching], invest what you can in mentors, podcasts, and books, and learn every single day.
What Were Some Early Business Wins?
We need to celebrate and recognize the small wins. Ask yourself [after a coaching session]: “How did you feel? How did that empower you?” Write that down.
We also block time at the end of each quarter to do what I call “Reflect, Reset, and Renew.” During these weekends, we go away with the sole purpose of working on our business from a bird’s eye view. Learning that habit and discipline propelled me farther than I could ever imagine. [Without this type of reflection time in your business], you’re just going, and you don’t stop to think about what’s working and what’s not.
[Knowing that quarterly reflection time is coming], we work hard for 90 days, and I know I can go all out, push it, because I'm going to get that time away to relax. I accomplish more in that 90 days than I have ever accomplished before because I know there's a finish line, there's a resting point, and then I get to start again.
What Are Your Best Coaching Business Resources?
In 2018, I realized that I never gave thought to my personal growth because I was raising kids, pouring everything into their growth instead of my dreams. I went into my bookshelf, in my office, and I pulled out a book by John Maxwell that had been there forever: 15 Invaluable Laws of Growth. I picked up that book, and from there, I started to listen to the Bigger Pockets Podcast because I was very interested in real estate investing.
John Maxwell's books launched my growth. Now, I read 52 books a year as a challenge to myself. Every week I read a new book. I get up at 4 am and I do my reading and writing, and then I usually go for a two or three-hour hike. And on that hike, I listen to audiobooks, I practice my speaking, and I talk to myself out loud with nobody around.
What Strategies Have Worked For Finding & Retaining Coaching Clients?
Marketing to My Ideal Client
In marketing, the biggest thing that has helped me with both attracting and retaining clients has been understanding what they truly want. I used an AI platform to find the Psychology of the Ideal Client, where I plugged in the information about what I thought my ideal client was. I got a 38-page booklet that described on a very deep level their struggles, aspirations, the questions they ask, what they might be hiding, and their demographic details. Knowing your target audience this well is crucial; this allows you to niche down so precisely that you can know exactly who you're aiming for and go for them.
When I was in real estate, I only sold one house in my first year because I was trying to appeal to everyone, which ended up attracting no one. You need to know who your target is and that not everybody is going to fit that target. A lot of them are going to say no, but once you find the right person, you need to create this client journey where you create engagement and appreciation. A space where they feel loved, seen, heard, and part of the community
Also, speaking has to be your jam [for becoming visible quickly]. That and learning how to get on stage.
Closing Clients
I believe that 'No' is the currency you use to buy your 'Yes.' The more 'No's you collect, like dollar bills, the closer you get to a 'Yes.' You need to be ready to hear 'No' often, because each one brings you closer to that 'Yes.'
Client Retention & Exit Surveys
On Mondays we have what we call the “Monday Morning Rogue Roll Call.” All my ladies join a Zoom call where it's come-as-you-are; if you've just rolled out of bed with messy hair, you're still on that call. I give a short message for the week, then everyone shares what they plan to work on. I also have group coaching office hours once a week, which is powerful. They bring anything that they need help with, whether it's marketing, personal issues, or anything else.
I've lost a few participants, typically women who don't engage. When people leave [my coaching program], I reach out and ask, “Why are you leaving? Is there something I could have done better?” Instead of being afraid to talk to them, I make sure to tell them, “The door is always open for you to come back.”
How Are You Turning Customers Into Advocates?
I spoke at the Women in Business event in our local area back in August, and my community members staffed my vendor table. They were fighting to work. I didn't have to do a thing. They were selling the program for me, which felt amazing because it showed they truly believed in our community.
We have an in-person mastermind once a week or once a month, which helps because we can see each other face-to-face. It gets a little harder with just an online community. I need to figure out that angle: “How do you make people feel engaged when you don't see them in person?”
What Are Next Year's Goals?
My goal for next year is to grow my membership to 100 members. To achieve this, I need to secure speaking opportunities on X number of stages, and my signature talk must include a strong call to action. Before, when I spoke, I would do a keynote, but I wouldn't have that call to action. I've just sent this nice inspirational message, but nobody knew where to find me after that. So speaking is no good if people don't know how to connect with you.
There are so many different things that you can do, but the important thing is to use all these speaking opportunities as a funnel to drive people into your membership program.
How Many Stages Do You Need to Speak on?
52, [maybe more] because I'm planning on short YouTube videos and my podcast. I'm hesitant to share these numbers since they might not apply to everyone. The main point is to know your [sales] numbers and shoot for that. [Ask yourself:] If I get two to three clients from each event, and I need to reach 100 members, how many stages would that be?
How Do You Become a Paid Speaker?
First, believe that you're a speaker and tell everybody that you’re a speaker. Speaking and coaching should go hand in hand. You’re a communicator if you’re speaking, writing, or coaching. It doesn’t matter if you're introverted or extroverted, you are a communicator.
Begin with accessible opportunities like Rotary Clubs or women's groups, which often seek speakers. I started by joining a Toastmasters group for one year. It taught me to get over myself and deliver something that had clarity.
My big break came when I joined the Maxwell Leadership Team. Then, I got a speaker mentorship from a world-class speaking coach. Every week I'd send him my speaking videos, and he'd give me feedback. After that, I entered a contest and I got to speak on the John Maxwell stage. Finally, I got a keynote for my first speech, “One Woman in Business.”
That was the first time I shared the “Wig on the Dance Floor” story, and it was in front of more than 3,000 people from over 45 different countries. I got the surrounding coaching [at the event] because the more you get onto bigger and bigger opportunities, the more steps you have to take. Whether you're speaking to one person, a small group of ten, or an audience of thousands, you have a message to share. I think some of the best groups that I love talking to are 1,000 people, where you get the interaction and the feedback, and you get to see personally what the changes are.
On November 16, 2023, I launched my first workshop. I encourage putting something out there in a personal workshop, and my greatest fear was no one would show up. I had 12 people, and we had such a wonderful evening to just start somewhere, and attract those who needed to come. It doesn't matter if no one shows up; you have to record [your work] and use it as content.
What Advice Do You Have for Hiring?
When I was doing real estate, I found myself on my phone editing YouTube videos for hours, and that wasn’t a good use of my time. I could be out selling more houses. An excellent place to start is getting somebody who can help with some of the back-of-the-house details. It’s important to get people in the right seats, so I hired my first VA. Sheila is an amazing VA. She helps a lot with social media and video editing.
You need to identify your weakest points. Hire for those weaknesses, but keep developing and master your strengths.
Sometimes we are absorbed in tasks we love, like cleaning our kitchen endlessly because it's our “happy place,” but this can distract us from vital business tasks. Stop. Do what you need to do to be as productive as you can in your business. Think of all the people that you have to help. You can't help them if you're scrubbing your bathtub.
How Is Your Coaching Business Doing Financially?
Right now, we're at a point where we're over six figures. Some of that is from consulting work that I do through the John Maxwell Company.
I have around a dozen [coaching group] members right now, and I dedicate everything that I have to them because no matter whether I have a dozen or 100 members, I can dedicate to them equally. That's the beauty of having that [group] membership.
I've relied on consulting to generate most of my income, but I'm now focusing on building my membership base for next year, which I believe will take me to the next level. Also, I’m speaking for a fee.
What Do You Wish You'd Known Before Launching Your Coaching Business?
That it would be hard. I thought that everything was just going to happen all at once and quickly. Wasn't like that at all. It took me six long years to get where I am. I wish someone had given me the heads-up that it would take time. The moment that I started investing in myself and getting coaches is the moment it finally clicked for me.
Also, get the surrounding support to move forward in what you want to do. You can go and do it alone, but it might take you decades. I believe I could have accelerated my journey if I had embraced coaching from the start. Coaches have coaches.
What Was the Best Business Advice You Heard?
My first group was in my living room with two ladies from my inner circle. I remember sharing my dream with one woman, and she told me: “Cindee, you have this beautiful field out in front of you that’s barren. You have these seeds; you just have to plant them, and eventually, they'll grow.” And they did.
Every day, just throw out more seeds and water them with your learning and support, and they will grow.
What Is Your Final Tip for New Coaches?
Build your [yearly] quarters, map them out, and figure out who you're going to call. Put it on a giant wall calendar. That’s something that you have to do every single week. Last year, I put down the 52 podcasts and the 12 masterminds I was going to have during the year. I’ve done everything that I put down on that giant wall calendar. Plan and create your vision, and then learn what behaviors you need to tweak and change so that you can execute it.
Where can we find you?
- Website: Leadmylife.com
