Business has always been second nature to me. Selling rhubarb pies at an Amish market with my family sparked my entrepreneurial spirit when I was eight years old.
After college, I worked in direct sales, earning a spot in the top 2% of consultants at my company. The job had many perks: I was rewarded with free trips, designer handbags, and parties at a mansion.
As a 24-year-old mother from a small town in West Virginia, it was more than I ever dreamed of. Still, I had this nagging feeling that something was missing. I started to wonder: Who am I? What am I here to do? Am I living my purpose?
These questions would eventually inspire me to start The Royal Shaman, a spiritual consulting firm for CEOs and elite entrepreneurs. Last year my business brought in $972,000 in gross revenue.
I always knew I had a gift—a way of knowing and seeing things that other people couldn’t. After feeling disconnected from my career in sales, I decided to follow my intuition.
So in 2013, I quit my job and started a five-year spiritual journey that took me to South Africa, where I trained as a shaman. A shaman is a “healer” who in various ways bridges the physical and non-physical realms.
Initiation involves rigorous training in psychology – healing a person physically, mentally, emotionally, or spiritually by diagnosing their obstacles, performing rituals that seek help from ancestors, or bringing them back into harmony with their soul.
The process can be very expensive, as you cover costs such as travel and materials for the rituals. All in all, I spent over $100,000 and had to take jobs in marketing and business strategy to get by.
In September 2018, I returned home and started offering one-on-one spiritual counseling sessions.
Spiritual counseling is different from life coaching. Life coaches typically focus on personal growth and success. But I help my clients develop and raise their consciousness to a more spiritual level. This is an ancient and esteemed practice – even the Dalai Lama has a “spiritual advisor.”
At first, I priced each session at $197, which was what others were charging. Most of my clients found me through my Facebook group page, where I shared details of my own spiritual journey.
After a few months, I knew I had to expand my services. I launched my first group program in December 2018. For $97 per month, members had access to weekly group coaching calls.
The first month, I enrolled 20 students in my group program, but only brought in about $17,000 the following year. I continued to work behind the scenes as a marketing consultant to pay the bills.
In 2020, I knew I had to pivot, so I tightened my customer focus by asking: Who is actively seeking the best that I have to offer? How can I find them? What makes me unique?
My new goal was to attract an elite clientele, especially high earners and high profile entrepreneurs. I quit posting on Facebook and started marketing myself on podcasts, interview appearances, and on Mighty Networks, a community platform for brands.
Later, I changed my prices to reflect the work I was doing with my clients; sometimes my advice influenced multi-million dollar business deals.
My current product offering starts at $15,000 for a group coaching subscription and extends to over $200,000 per year for exclusive, one-on-one coaching. I’m much more selective about who I work with.
I now have an amazing team of five full time employees — a business leader, virtual assistant, digital marketer, sales specialist and mental coach — with plans to expand the coaching staff this year.
In 2020, despite the challenges posed by the pandemic, my gross earnings grew to $209,000. And in 2021, we closed with $972,000. We’re on track to make over $2 million in gross revenue this year, and we averaged $119,000 a month this quarter.
All of this was possible because I gave myself permission to follow my passion and purpose. If you’re looking to do the same, here are my top tips:
1. Your goal is not what do you dohis who are you.
We weren’t put on Earth to just “do a job”. We are here to use our unique traits and talents to improve the world.
Your business or job is simply a vehicle for expressing who you are, and it will be most effective when you allow it to align with your unique self.
2. Put yourself in your customers’ shoes.
If you really want to serve your ideal customers, immerse yourself in their universe and embody their experiences in your daily life.
For example, if your ideal client regularly takes solo trips overseas and you know nothing about what it’s like to travel alone, there will be some disconnect when working with them.
3. Know your customers better than themselves.
Many market studies focus on a superficial understanding of demographics. You need to know not only what your customers to say they want, but also the underlying reason behind Why they want it.
Maybe they want to make more money. There are many different reasons why a person wants to earn more. For my clients, it’s about changing the world, chasing their dreams, and enjoying the luxury of life.
If you can decipher a customer’s “why”, you will be able to know them on a level that no one else knows.
4. Slow down to speed up.
It’s easy to get caught up in trying to achieve your vision of success as quickly as humanly possible. But I learned that building a business is a marathon, not a sprint.
When I consciously made the decision to slow down, ask questions, and create something that will last, I was able to build lasting momentum because I wasn’t constantly chasing that next shiny thing.
Candis Pittswho is called “Makhosi Nejeser”, is the founder of The royal shaman. She is a shaman specializing in personal development, energy alignment and spiritual guidance. Follow her on Instagram @theroyalshaman.