The Real Reason Clients Say “I Can’t Afford It”

In this conversation, Larry and Cody break down the true nature of “value uncertainty” — the mental equation clients subconsciously run every time they’re asked to invest in coaching or care. It’s rarely about money; it’s about perceived return. Cody explains how professionals often project their own lens of value instead of first understanding what the person across from them actually wants, needs, and fears.

Through a detailed role-play, they demonstrate how the right questions — not persuasion — reveal what matters most to clients: health, longevity, and the ability to show up for family and life. Cody shares a striking story about a business owner who remained “stuck in the rowboat” because fear outweighed opportunity, and how recognizing that moment allows coaches to ethically let go instead of discounting or convincing.

They close by redefining what it means to “sell” — not as pushing but as aligning. The pros who thrive are those who find their “peach buyers”: the people who already value what they uniquely provide and are ready to invest fully in change.