How to Monetize Your Podcast By Building Relationships and Selling to Podcast Hosts

Nov 9, 2022

Monetize Your Podcast

Chris Williams is the founder of Group Coach Nation and an expert in building high-ticket masterminds. He’s also a podcast guest who gets results. Listen to learn about what you should focus on as a podcast guest and how building relationships can lead to you actually turning podcast hosts – and not just listeners – into clients.

Disclaimer: I use ‘selling’ loosely. It’s actually about relationships and how they can help you grow your business. One typically thinks the goal of podcasting is to get listeners and leads right? It’s time to think differently – you know – about the relationship you have with the guest or host and selling to podcast hosts instead of listeners. I chat with Group Coach Nation owner Chris Williams about this approach and how many podcasters are missing HUGE opportunities and why it’s NOT just about transactional sales.

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Some of the Goals That Stand Out for Chris as a Podcaster

  • Start by considering your audience – who’s tuning in? Is it a technical audience, a history buff one, a comedy one?
  • Oftentimes, podcast guests are so focused on the audience and selling to listeners that they don’t think about the host.
  • Focus on the type of host you’d like to be connected to and who could be the perfect client for their business. Their audience will likely be made by people like themselves, which translates to more opportunities for you.

chris williams

What to Focus on as a Podcast Guest

  • As a guest, Chris focuses on truly adding value to the host’s and the audience’s life.
  • Podcast hosts are throwing party, being a guest is a cool opportunity that shouldn’t be taken for granted but should be treated wisely.
  • Whether it’s before, during, or after the interview, Chris tries to pay attention to whether there’s a problem the host is experiencing that he could help with.
  • Chris is an expert in building high-ticket masterminds, that’s what he includes in his pitches to podcasters.

He says “If I can help you or your audience with that information, I’d be more than happy to share it and be on your show.”


About Selling to Podcast Hosts

  • If a podcaster says yes, the interview can represent an opportunity to have a very open discovery call, a mini mastermind of sorts.  
  • Reading the book The 5 Levels of Leadership introduced Chris to a key concept: leaders who connect other leaders. This is something that creates a multiplying effect in the world.
  • Your focus shouldn’t be on “What do I have to sell today?”, rather on “What exponential good can I be doing through lots of connections?”. This will ultimately lead to more leads and money. It isn’t a matter of karma but a matter of math. You connect leaders and they will send more connections your way.
  • Chris’ close rate with podcast hosts is about 10%. Remember, we’re not talking about warm leads who have gone through a funnel, we’re talking about 10% in a non-qualified lead closing strategy.
  • Chris’ message is simple, yet very powerful: ‘Serve the host.’


Building Relationships at Scale Through Systems

  • Fill out your schedule – be it for 2 hours or 10 hours a day – with a well-curated list of relationships. Be wise in picking people you’ll spend time with.
  • Ad campaigns and funnels are less relational. The more relational you are, the more time it takes. Focus on systematizing as much of the relationship-building as possible.
  • You can scale by hiring a staff member or a VA to help you manage communication and answer most of the questions that come through. Additionally, you could even compile a list of the 20-30 questions you get asked most often and have the VA use that resource in the DM or email exchanges.
  • When it comes to creating systems, Chris looks at anything he does three times in a row, typically within a month.
  • There are three key steps to effectively use a project management tool like Wrike: 1) being able to keep everything organized by projects and tasks; 2) being able to invite different collaborators to the specific project or task; 3) being able to communication about a specific task exclusively inside that platform – this way, you’ll get away from emails, texts, etc., and will be able to keep everything in one spot
  • Chris recommends keeping your business and personal relationships separate and focus on impacting the key ones. You can’t entertain 100 or even 1,000 relationships at once, so spend your time wisely.
  • Automation and paid ads are in place to continue the success of what has already been proven to work in organic relationships.

About Chris

Chris spends most of his time raising his five kids, exploring world communities, and trying his hand at adventures like shark diving, ice climbing, running ultra marathons, and riding electric skateboards:)

In his spare time, he works with entrepreneurial and business experts, speakers, coaches, and leaders helping them market, monetize, and lead their own high-ticket mastermind (or group coaching) programs.

As the world continues to shift, many experts are trying to build high-ticket groups for additional income, lead generation, or impact. Chris teaches experts how to generate leads, close high-ticket deals, and build strong, transformational groups. He has his own digital agency, leads two masterminds of his own, and has learned many of these lessons the hard way, so sharing his journey and offering strategies is why he is here.


Resources mentioned: 

Group Coach Nation

High Ticket Model Training 



The 5 Levels of Leaderships by John C. Maxwell


Go High Level



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