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Money Matters


Money Matters



CALM can provide big benefits and massive value.  Charging a good price helps you to:

  • Only work with people who are genuinely committed to using what you teach them and making changes, which can lead to higher success rates and word-of-mouth referrals
  • Allows you to earn a good income from doing the work you love
  • Provides a balanced energetic relationship with the people you work with
  • Get a return on your investment from training and graduating as a CALM Coach. 

I have noticed that the more I charge, the better the results my clients get.  It is a fascinating phenomenon.  I started off charging £45 per session and had a challenging time with my clients.  They would talk for hours about their story and did not appear to want to move on.  Then I increased my price to £75 per session and the results improved.  Then again I increased my consultation fees, this time to £150, and guess what - the results became even better and the clients I attracted immediately had a different level of focus and commitment. Since increasing my session rate to £250, the results have been remarkable! 

When clients meet with me, they don't waste time.  They want to learn and resolve things quickly and move on with their lives.  They are also more willing to apply what we talk about between sessions.  It is for this reason that I encourage you to charge a higher fee for your CALM Coaching services, whenever possible.


Due to the nature of CALM Coaching, I recommend offering packages of 4-6 sessions and charge a fee that feels comfortable for that amount of time and exchange of expertise and energy.  The recommended package price is £195 to £345, depending on your personal motivations, location, expenses and comfort levels charging more.  If you feel uncomfortable charging, say £300, then perhaps you would prefer to offer a discount for people on low income, benefits or the unemployed.  For example, you could offer two rate, £300 or £150 with the lower amount being for those on low incomes and leave it up to your clients to decide which category they fall under.  Either way, people will know you're not 'in it for the money' because you offer concessions for people with limited access to funds. 

You may want to decide how much income you would like each month/year and how many people you want (and can realistically) work with.  If you divide the income by the number of people you will find out how much you need to charge.  This is a far more effective pricing strategy than compared to plucking a price out of thin air and hoping enough people will be interested in working with you so that you make enough to pay the bills. 


I have set up my business to benefit from multiple streams of income. Having multiple sources of income enables you to potentially earn less from each source, yet still end up with a healthy income at the end of each month/year.  For example, my business consists of Skype coaching, courses, talks, retreats and products. Each provides a way for me to connect with a range of people and together add up to make a good income from the work I do.  

When setting up your business, it can be very useful to explore offering a range of different formats.  Some people will want a one-to-one consultation, while others will find a private clinic too daunting (to start with) and will be delighted to see you offer group courses or products.  By offering a range of service formats, you can appeal to a larger audience and make a bigger income from the work you do. 

Variety is a high value of mine, so having a business model that allows me to be creative in a number of different ways works well.  I am never chasing clinic clients and find that the different offerings all feed each other.  For example, if a person buys a product, they are highly likely to attend a clinic, retreat or participate in a course.  This means, one person will buy multiple products/services and as you may already know, it is easier to sell to current clients than always have to find new ones. 


When designing your business, it is great to start by considering the kind of life you want to live.  Personally, I want freedom to travel, the time to be creative, to work as part of a team and share the success so everyone wins.  These are my core values that have, for example, lead me to create online courses, do my coaching via Skype and set up the Academy so that I am working with coach trainers and sharing the success by paying them to support the next generation of coaches.  Setting my business up this way allows me to have the space I need to write books and spend time anywhere in the world because I'm not fixed to one location.  So I recommend you have a think about your own personal values and design your business to support it.  


It is very important that you focus on selling the value of the results people will get, rather than attempt to sell an 'hour with you'.  If a person works in a shop they might earn £10 per hour, if they do massage they might earn £45.  If you then say an hour with you costs £95 then you might find potential clients question your price.  However, if you find out what your potential clients wants to work on and then offer CALM as a potential solution to their problem, you will find it much easier. 

Let's say a person has been suffering every day for the past 3 years because they cannot sleep. How much do you think that person would pay to be free from insomnia?  A coaching package of £300 is a small price to pay for freedom from the discomfort of not being able to sleep, for example.  Or what if the person you meet keeps creating relationship problems and is about to have a divorce.  They may be facing their family falling apart, their kids going through a traumatic break-up of their parents, lawyers fees, moving costs and splitting financial assets with their soon-to-be ex-wife or husband.  £345 for a Calm Coaching Package is a very small price to pay if they could get peace with the past and move on without a messy (and expensive) divorce.  These are just two common examples that help to illustrate the importance of focusing on the value you can offer potential clients, rather than attempting to sell an hourly rate. 

It has been said that 'price resistance is always in the seller, not the buyer' and this is very much my experience.  It is important that you charge a price that you are comfortable with.  At the same time, if it is much lower than the norm then you might also want to explore whether you have any 'issues' linked with money matters.  I have found that since I became fully congruent with the prices I charge, the less resistance I have from potential clients with regards to my price.

Overall, it is possible for you to earn a good income from CALM Coaching by focusing on the value delivered and charging what you and the techniques are genuinely worth. 


One Sentence Wonder

One Sentence Wonder



Your 'One Sentence Wonder' also known as your 'Elevator Pitch' is a pre-planned sentence or two that describes what CALM is and how someone could benefit from it.   It is very beneficial for you to get clear in advance about how you will describe Mind Calm or Body Calm to people who ask you about it - so you are ready to deliver a clean and clear statement to anyone who says the magic words - 'Mind/Body Calm... what's that?'  Knowing your One Sentence Wonder makes you more trustworthy from your first interaction with potential clients, and saying as most people you meet will form a judgement about you within the first 10 seconds, it helps to ensure their opinion of you is positive.


'Mind Calm is the modern-day meditation technique that gives you 'peace with mind'.  Instead of having to stop your thoughts, you can enjoy calm even if you have a busy mind.'

'Mind Calm has made meditation accessible to thousands of people worldwide because it is easy, fun and gives quick results.' 

'Mind Calm is a way of meditating with your eyes open and closed so that you can get more done with less stress.'  

'Mind Calm includes a life-changing 'peace with mind' philosophy, a daily meditation technique and extra Mind Calm games for experiencing more stillness and success in life.'

'Body Calm is a powerful way of meditating that gives your body the rest it needs to recover and stay healthy.'

'Body Calm is for people who know stress is impacting their health and well-being and want a relaxing way to meditate that can help you live with less stress.'

'Body Calm gives you harmony in your heart, mind, body and soul, which are the precursors of health and happiness.' 

'Body Calm is a complete system of self-healing that can help you to discover and resolve the subtle sources of stress and specific mind-based causes of physical conditions.'

'Body Calm includes a life-changing philosophy, understanding on the mind-body connection, the main sources of stress, a meditation technique and exercises for directories listing the main causes of conditions.'

If these One Sentence Wonders don't quite feel right, then come up with your own one that suits your personality and perspective on things. 


Beaming Biography

Beaming Biography



Your biography is a brief summary of your credentials, including your relevant qualifications, professional endorsements, published work, your specialities and any other useful information about you that will make you appealing to potential clients.  A beaming biography opens doors.  It summarises why someone would want to come to your talk, attend your workshop, publish your work in their magazine and/or book a coaching package with you. 


In a word document or in a journal, write a list of the following:

  • Qualifications (for example: Mind Calm Coach trained by best-selling author Sandy Newbigging)
  • Endorsements (positive quotes that industry leaders or clients have said about you)
  • Specialist Interests (including 'confidence', 'relationships', 'stress-reduction' etc.)
  • Strengths (including relevant skills such as 'approachable', intuitive, light-hearted etc.)
  • Published Work (books, articles, blogs etc.)
  • Businesses you own or are involved in to demonstrate you are a big player in the industry.

Then, once you have your list, highlight the top 5 best credentials and bring them together into a coherent paragraph that will make potential clients and event organisers feel lucky to work with you.


SANDY has used the following biography to secure publishing deals and be invited as the keynote speaker at conferences, health festivals and international retreats...

"Sandy Newbigging's techniques have made meditation fun and beneficial for thousands of people worldwide. His work has been seen on television in 30+ countries and his last five books have become no.1 best-sellers. Yoga Magazine recently declared him as 'one of the best meditation teachers around' and Om Times said he is 'one of the most effective meditation and holistic therapists of the decade'.  Via his Academy he has trained practitioners in his methods from 15+ countries and regularly rights for Om Yoga and he's been interviewed by magazines and radio stations across the UK and USA."  

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Shoulders of Giants

Shoulders of Giants



One of the key marketing strategies that I've adopted to progress within my field is to stand on the shoulders of giants.  In order to do this, I've looked for alliances and institutions in the market place who have a large network of people interested in the products and services I provide. When adopting this strategy, you are not looking to take clients, but instead, bring value to clients that you want to gain access to.  This way, you are not seen as a threat, and instead, you are welcomed with open arms because you can make them look good to their network of people. 


These days I rarely run events that are not being hosted or run in association with bigger players in the local community.  I do talks and courses around the world, but it would not be possible without standing on the shoulders of the networks of the alliances and institutions that I work with.  Over the past few years I have approached and built relationships with the main health conference organisers throughout the UK.  By nurturing these relationships, I have now got to a point where I am invited to these events and more often than not don't even have to pay to have a presence at the key UK conferences.


  • Yoga Centres
  • Sport Centres
  • Holisitc Therapy Centres
  • Personal Success Groups
  • Retreat Venues (both UK and International)
  • Radio Presenters
  • Blogs with large followings

Before approaching any local and national institutions, make sure you do your research.  Read their website and see what is already being offered so that you can suggest the right talk or offering that would appeal to their network.  Make sure you remember to focus on how their network can benefit from your services and how they can look good to their clients by having you work with them.  Think win-win. 

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Captivating Communications

Captivating Communications



Right now, I want to take you through the 4-MAT Model so that you know the benefits, what it is, how it works and see the positive possibilities of using it yourself.


Using the 4-MAT Model dramatically improves your ability to deliver informative, interesting and inspiring talks.  Even if you are a novice at public speaking, you can come across as a seasoned expert by following this model.  It makes sure you cater to your entire audience, keeping in mind that some of them will be visual, others auditory and some more kinesthetic, in their preferences for taking in and processing new information. 

Knowing the 4-MAT Model also makes it possible for you to create captivating talks on the spot with no prep time, little rehearsal or even need for notes.  You will always know where you are in the 4-MAT Model and what you need to speak about next; making you much more confident and relaxed in front of groups of any size.  Overall, it is a fantastic way to structure your presentations from now on and as an added bonus, it even works great for writing printed and online marketing copy too!


The 4-MAT Model is made up for 4 main parts: why, what, how and what if?

Starting with what's called the 'little what' you briefly state what you are going to talk about.  Then you immediately move on to share 3-6 main reasons WHY listening, learning and using what you are going to talk about or share can benefit your audience.  Once you have their attention and they've heard the benefits of listening further, you then move onto WHAT.  This is the point in proceedings that you share the history, background, statistics and theory relating to what you are offering.  After all this relevant information is covered it is time to let them apply what you are talking about by participating in some kind of practical hands-on activity or exercise.  This point in the model is the HOW.  It is for the people in the room who need to experience it to understand and appreciate the value of what you are offering. Finally, once you've covered the benefits (WHY), the background (WHAT) and offered a practical experience (HOW), it is time to close with WHAT IF.  Invite your audience to 'imagine the possibilities' of learning and using what you've been presenting.  This can include a reminder of the benefits (WHY).  Don't forget to provide 'Urgency to Buy' through some kind of time-based offer.


In order to help you get a feel for the 4-MAT Model, let's use it now to create a presentation about Mind Calm Meditation:

Little What - I'd like to tell you about Mind Calm. 

Why - Mind Calm is the modern-day meditation technique that gives you 'peace with mind'. Instead of having to stop your thoughts, it helps you to enjoy calm even with a busy mind.  Other benefits include performing at your best, accessing your intuition and wisdom more easily and getting to sleep without counting sheep!  Personally, I used Mind Calm because I was totally stressed and feeling bombarded by life. Now I feel calm irrespective of what's going on in my life and it's lead to improved relationships and a lot more happiness.   

What - Mind Calm is a way of meditating with your eyes open and closed.  The closed eye practice is done 2 or 3 times every day and takes around 15-20 minutes each time.  You will sit down, closed your eyes, engage what we call GAAWO to be present and still your mind and then occasionally think Calm Thoughts to help train your mind to be more positive and enjoy states of being including peace, love and presence.  The open eye practice is done anytime your remember and whenever you want what we call a Calm Moment.  When combined, the closed and open eye practice is an amazing solution to reducing stress and enjoying more serenity. 

How - Do you want to experience the first step of Mind Calm?  Affectionately called GAAWO, which stands for Gently Alert Awareness Wide Open, there are 3 rules for getting the best results.  First, be willing to play with it, secondly, don't think about doing it and thirdly, engage it now.  Happy with the rules?  OK, so as you look at me, let your field of vision open up wide to start to notice whatever is on the left and right in your peripheral vision.  While continuing to do that, now notice what's above and below.  Don't look at anything directly, keep gazing ahead, just let your field of vision open wide to the left, right, up and down.  Now, what's that like? Have you noticed your mind has become quieter and your are feeling more calm?  Great! 

What If - GAAWO is just the first step of Mind Calm.  So take a moment to imagine the possible benefits that Mind Calm could bring to your life.  The things you would like to let go of and the things you'd like to gain.  Imagine if you were able to access peace anytime you wanted, be aware of the present moment instead of being preoccupied by your busy mind and connect more deeply with others and your Self. Just think how liberating and good that would feel! 

Well, if you are ready to move from frustration to freedom then I'd love the opportunity to teach you the complete Mind Calm technique and coach you on how to get the best from this amazing modern-day meditation technique.


Imagine if you could consistently create captivating presentations that properly share what you have to offer?  Wouldn't it be great if you could hold the attention of everyone in the room and be known and remembered as an inspiring expert in your field?  And what if you could massively increase your income because people know how they can benefit from what you have to offer, they understand how it all works and they've already had a taste of the potential benefits - how much better would your life be?!

(Now having read this, you might want to read through it again, this time noticing how I have used the 4-MAT model to teach it to you!)


Four Emotions that Sell

Four Emotions that Sell



Most people's buying strategies are driven by emotion.  As a result, you want to ensure that your potential clients and audiences become emotionally engaged with what you are offering. 

There are four main emotions that motivate people to buy:

  • PAIN in the Present
  • HOPE in the Future
  • FAITH in your Promise
  • URGENCY to get Started


Highlight the problem that you have a solution for.  For instance, this could include talking about the large number of physical conditions that are potentially caused by stress and negative emotions.  For instance, Dr Bruce Lipton suggests that 95% of all physical conditions are caused by stress in the autonomic nervous system. This means, that even if you do your best to exercise and eat right, if you have unhealthy beliefs or unresolved emotional baggage, then optimum health and happiness may continue to elude you.  


Better health, wealth and happiness is possible if you make it a priority to discover and heal the mind-based causes of stress.  Share inspiring stories, either based upon your own life or the lives of your past clients, that show how it is possible to move away from pain, ill health, feeling bad and persistent life problems. 


Share your credentials so that your potential clients believe that you are able to follow through and deliver what you are saying is possible.  Ideally, back your stories up with science, statistics and practical theory that encourages your potential clients to believe that what you are offering can genuinely benefit them.  


Offer an incentive or reason to buy sooner rather than later.  Remember, for every day that passes since your potential client has spoken to you or seen you speak, the odds off them buying your products or services reduces by 50%.  Avoid people going home to 'think about it' because they will likely get distracted, forget about you or buy someone else's product or service.  You may want to offer a 'free' gift upon booking, or a 'limited time only' discount, or reduce the availability so that there are limited spaces / products.  Whatever you do, remember to 'close the sale' by setting clear parameters on WHEN they need to buy - and make it clear that if they don't buy now, they will most likely miss out. 


It need not be.  You can be very relaxed,  informative, and entertaining with the stories and anecdotes that you share.  The key is to speak from your heart and genuinely care about helping others to enjoy better lives.   And don't forget, the people you are going to work with are going to benefit massively from what you have to offer them.  Ultimately, they want what you have to 'sell' - they just need to know that you have what they are looking for.   


In a word document or in your journal, write down your story.  Questions to consider include:

  • What was my rock-bottom wake up call?  By this, what bad things happened in my life that motivated me to search out a new way of thinking, feeling and living?
  • What did you want to let go of? ... negative emotions, unhealthy habits and behaviours and/or negative life circumstances?
  • What did you want to gain? ... positive emotions, healthy habits and behaviours and/or positive life circumstances?
  • How did what the techniques that you have used help you to improve things?
  • Where are you today and how is that different to where you started? 
  • Why is what you've done possible for your potential clients too?

Ideally, you want to share your inspiring story including relevant  supporting science, statistics and theory - all in a way that causes your potential clients to experience the four emotions that sell. 

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Testimonial Videos

Testimonial Videos

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YouTube URL

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Radio Interview Examples

Radio Interview Examples