Last weekend I was in Toronto to catch the Blue Jays vs Red Sox series. 

On Friday and Saturday the Rogers Centre's dome was closed, and it was nice and cozy inside the stadium. 

But Sunday was a sunny day, so they decided to open the roof for the final game. 

The problem was our seats were stuck in the shade behind the third base line. The sun teased us and remained just a few rows ahead of us the whole time, and a nasty wind blew through the stadium every so often. 

It was freeeeeezing in our section! 

I know, I know - I sound like a wimp here. But everyone near us were freezing their behinds off and not afraid to complain about it, so I wasn't alone. Some of them even left their seats to go to the stadium bar to warm up and watch the game on the TVs in there. 

By the third inning, I'd had enough.

I wasn't going to let the cold ruin the game for me, so I ran up to the souvenir shop to buy myself a sweater. 

Since this is a major league ballpark, where they charge $85 for a bag of popcorn (I'm only slightly exaggerating), I knew the sweater was going to cost me an arm and a leg. 

$125 later I walked back to my seat donning my new Blue Jays sweater. 

My buddy Dave was with me at the game, and he laughed when he heard how much I spent on something that would cost about 50 bucks in "the real world".  

But you know what?

I didn't care! 

I was a very motivated buyer. As a Blue Jays fan since I was a little kid, the last thing I wanted to have happen was not enjoy the final game of the series because I was turning into ice. 

The sweater solved a problem that I had. The truth is, I would have gladly paid more for it if I had to. 

The lesson for coaches is that people will throw open their wallets to get a solution for whatever problems they have. 

If there's something that's making their life worse, stressing them out, and keeping them up at night then they'll do the same as I did and pay to fix it. 

You just have to discover what their pain in, and then present the solution for it. 

If you'd like help learning exactly how to do that, I cover it in my 10 Clients In 90 Days group program. 

The last group of its kind starts up soon and there are just two spots left. 

Hit a home run for your coaching business here: 

Marc "Go Jays Go" Mawhinney