Use the $97 Test Drive

Key Points:

0:00 – Opening and Holiday Energy
Karl and BJ open the call with a light conversation about soccer, Canada, the U.S., and the upcoming Fourth of July weekend.

2:37 – Neil’s Background
Neil introduces himself and shares his background in leadership development, management consulting, and working with Ken Blanchard’s organization for 20 years.

4:36 – Call Purpose
BJ explains that the call is dedicated to helping coaches get their first client or next client through efficient, simple, action-oriented strategies.

5:04 – Advisor Accountability
Coaches are reminded to stay connected with their advisor because accountability dramatically improves follow-through and goal achievement.

5:52 – Foundational Principles Matter
BJ explains that coaches do not always need advanced strategies. Often, momentum comes from simple, foundational action.

6:17 – The $97 Test Drive Setup
BJ introduces the $97 Test Drive as a way to create momentum, serve prospects, and solve real business problems.

7:19 – Adapt the Framework to Your Voice
Coaches are encouraged to take the strategy to their advisor and refine the language so it sounds natural to them.

8:06 – Start With Businesses Already Advertising
BJ suggests looking for businesses already spending money on marketing through mailers, Valpaks, home magazines, billboards, radio, vehicle wraps, and local ads.

9:03 – Marketing Often Does Not Work
Many businesses say they tried marketing and it did not work, usually because the strategy, offer, positioning, or follow-up was broken.

10:00 – Advertising Prospects Have a Pain Point
Businesses spending money on ads already have a visible gap because they are investing in marketing but may not be getting results.

11:24 – The Core Principle
The strategy leads with value, proves results first, then closes the full coaching program with more confidence.

12:00 – Coach First, Charge Later
The model starts with coaching the first 30 days for free, charging $97 to cover software hard costs, then scaling into full coaching fees over time.

13:12 – Long-Term Mentality
BJ tells coaches to think long term instead of trying to maximize revenue in the first 30 days.

13:35 – Momentum Matters
The goal is to create early momentum, especially for coaches working toward client number one, two, or three.

14:34 – Buying Ideal Clients
Karl frames the strategy as “buying ideal clients,” meaning the coach intentionally invests time upfront to create strong long-term clients.

15:19 – Choose Clients Worth Investing In
This approach works best with prospects the coach genuinely wants to work with, can learn from, and can help quickly.

16:52 – Twelve Months Is Coming Either Way
Coaches are encouraged to think about where they want to be 12 months from now, not just what they will earn in the next 30 days.

17:18 – Build the Prospect List
The first step is creating a list of businesses already advertising and already showing a need for better marketing returns.

17:38 – Research the Obvious Gap
Coaches should spend a few minutes researching the prospect’s offer, audience, and visible marketing gap.

18:10 – Use the AI Coaching Dojo
BJ recommends using the AI Coaching Dojo agents inside PAS because they are trained on the Focused.com system and can help identify marketing gaps.

18:54 – Vera and Case for Marketing Assets
Coaches can use agents like Vera and Case to review a business’s offer, ad, or marketing asset and identify areas of improvement.

19:36 – Outreach Option One: Accountant Angle
One approach is to call a prospect and ask who handles their bookkeeping or accounting, especially if the coach is helping an accountant grow.

20:31 – Outreach Option Two: Mentor Challenge
Another approach is to say your mentor challenged you to solve a business problem today and ask whether you can learn about their business and help with a pressing issue.

21:08 – Ask About the Ad
Coaches can start a conversation by asking how the ad is performing and why the business owner thinks it is or is not working.

22:16 – Master Better Questions
BJ points coaches back to the Park Bench Theory training because great questions create deeper conversations.

23:57 – Find the Coaching Entry Point
The goal of the early conversation is to identify the root cause of the prospect’s pain.

24:52 – Build the Bridge
Once the root cause is visible, the coach can bridge by saying it sounds like the business may need better strategy.

26:03 – Drop a Bomb
After building the bridge, coaches can use a strong insight or “bomb” to create a lightbulb moment.

26:49 – Invite the Next Step
The conversation should lead to an invitation, not a hard pitch.

28:07 – Fundamentals Over Fancy Plays
Karl reminds coaches that when professionals slump, they go back to fundamentals, not brand-new mechanics.

29:04 – Sell the Next Step
The goal of each stage is to sell the next step: networking conversation to simulator, simulator to assessment, assessment to coaching.

30:20 – Breadcrumbs Matter
Karl reinforces Zoe’s breadcrumb concept: every conversation, story, and insight moves the relationship forward.

32:07 – Help First, Don’t Sell First
Gary adds that coaches should enter conversations with the goal of helping, not closing.

33:07 – Transformation Mindset
BJ tells coaches to approach prospects with the intention of transformation, not commission breath.

35:31 – Invitation One: Profit Simulation
The first main invitation is to show the prospect the Profit Acceleration Simulator and walk through how a business like theirs could grow profits.

37:36 – Use Generic Numbers in the Simulator
Coaches can use standard example numbers, such as $500,000 in revenue, 50% gross margin, and 10% net margin, to teach business theory.

38:41 – Invite the Full Assessment
After the simulator, the coach can invite the prospect to go deeper using their real numbers and find $100,000 or more in about 45 minutes.

39:37 – Presenting the Assessment
BJ models how to present the PAS assessment by showing current profit, potential added profit, estimated coaching investment, and ROI.

41:08 – The $97 Test Drive Offer
If the prospect is interested but not ready for the full commitment, the coach can offer a 30-day test drive.

41:35 – Coach Free for 30 Days
The coach offers to coach for free for the first 30 days so the prospect can experience the process and see early value.

42:23 – Scale Into Full Fees
The example ramp-up is $97 in month one, $497 in month two, $997 in month three, $1,497 in month four, and $1,997 in month five.

43:24 – Lower the Barrier
The test drive lowers the barrier to entry and helps build confidence for both the coach and the prospect.

44:09 – Coach Weekly During the Test Drive
BJ recommends coaching weekly during the first 30 days to control time, activity, output, and early momentum.

45:00 – Money at a Discount
Karl explains that the easiest thing to sell is money at a discount. The PAS ROI section helps make that visible.

46:11 – Fulfillment Is the Bottleneck
Karl reminds coaches that lead generation is not the main bottleneck in building a larger coaching business. Fulfillment is.

47:30 – Give the Prospect a Reason
BJ explains that if asked why the coach would offer the test drive, the reason is belief in the system, investment in the client, and the desire to win together.

48:28 – Use Operating System Language
Coaches are reminded to frame the work as installing a business operating system, not simply giving advice.

49:05 – Present More Often
BJ encourages coaches to get more at-bats by presenting, calling, building relationships, and creating conversations.

50:21 – Clunky Action Is Still Action
Coaches may feel clunky at first, but taking imperfect action creates the path to getting better.

51:06 – Advisor Support During the Process
BJ shares that advisors can help coaches prepare for conversations and even support them right before important meetings.

52:15 – Make It Simple and Fun
The process should be simple, gamified, and momentum-focused.

53:08 – Advertising That Is Not Working
Karl asks coaches what percentage of local ads are actually working and uses the responses to reinforce the opportunity.

54:31 – Cost Cutting Can Double Profit
Karl explains that if a business has 10% net margins, decreasing expenses by 10.5% can double profitability.

55:00 – Call Because You Care
Coaches are encouraged to call business owners because they care and can help, not because they are trying to close a deal.

56:02 – Reason Frame Matters
Karl explains that when offering the test drive, coaches need a reason frame, such as shared community, same chamber, same industry, or seeing wasted ad spend.

57:06 – Free Plus Shipping Comparison
Karl compares the model to free-plus-shipping with continuity, where the initial low-barrier offer leads into the real ongoing solution.

58:41 – Show Conservative 3% Improvements
Karl suggests showing how small 3% improvements across multiple areas can create a much larger profit impact.

59:38 – Profit Acceleration Operating System
Small impacts in multiple areas create the compounding effect, which is the core idea behind profit acceleration.

1:01:15 – Keeping Clients Question
A coach asks how to run effective one-on-one coaching sessions and keep clients after signing them.

1:01:51 – Use Jumpstart 12 as the Railroad Track
Karl explains that the coach should use Jumpstart 12 as the railroad track so clients do not drift into random topics.

1:02:18 – Start With the P&L
The first coaching session can focus on the P&L, credit card statements, and finding small expense reductions.

1:03:03 – Price Increase Session
The second call can focus on price increases and testing a small increase with the next group of clients.

1:03:11 – MDP Session
The next call can focus on Market Dominating Position and helping the client become the only, not just the best.

1:04:18 – Keep Clients on Track
Karl says the hardest part of coaching is keeping clients on the railroad track instead of letting them drift into every urgent issue.

1:05:00 – Set the Tone Early
BJ recommends telling clients early that your role is to hold them accountable and bring the conversation back to what matters.

1:05:45 – Bring It Back to Center
BJ gives the language of bringing the client back to center when they drift into distractions.

1:07:34 – Long-Term Client Retention
BJ shares that one Focused.com coach has kept a manufacturing client for 16 years by staying focused on growth, not gossip or distraction.

1:08:26 – Clients Can Stay for Years
Karl shares that some coaching clients can stay for many years when the coach continues creating value and installing the system.

1:09:15 – Two Rules of Business
Karl says the two rules are: get a client and keep a client.

1:09:44 – Get or Keep a Client Filter
When reviewing expenses, ask whether each line item helps get a client or keep a client.

1:10:41 – Closing
BJ wraps the call and wishes U.S. coaches a happy Fourth of July weekend.

Five Key Takeaways

• The $97 Test Drive lowers the barrier for prospects while giving coaches a way to prove value, build confidence, and create momentum.
• Businesses already spending money on advertising are strong prospects because they are visible, reachable, and may already be frustrated with poor marketing results.
• The goal is not to sell a full coaching program immediately. The goal is to sell the next step: conversation, simulator, assessment, then coaching.
• Coaches should think long term and treat the early test drive as buying ideal clients, building skill, and creating future revenue.
• Keeping clients requires structure. Use Jumpstart 12 as the railroad track, set accountability expectations early, and keep bringing the client back to center.

Notable Quotes

“Efficiency matters.”

“Taking imperfect action matters.”

“Lead with value, prove results first, then close the full program.”

“Long-term mentality.”

“Momentum.”

“Buying ideal clients.”

“The goal is to sell the next step.”

“Call them because you care.”

“Transformation is the mindset.”

“The simulation tool sets the tone for the assessment.”

“Money at a discount.”

“Fulfillment is the bottleneck.”

“We’re going to work together, utilizing my operating system.”

“Bring it back to center.”

“Rule number one, you’ve got to get a client. Rule number two, you’ve got to keep a client.”

Action Steps from the Call

1. Reconnect with your advisor if you have not met recently.
2. Identify local businesses already spending money on advertising.
3. Collect Valpaks, mailers, magazines, local ads, billboard examples, vehicle wraps, and other visible marketing.
4. Build a list of advertising prospects.
5. Research each prospect’s offer, audience, and visible gap.
6. Use the AI Coaching Dojo to analyze the ad or marketing asset.
7. Use Vera or Case to identify marketing gaps.
8. Start conversations by asking how their current advertising is performing.
9. Practice asking better questions using the Park Bench Theory training.
10. Find the root cause behind the business owner’s frustration.
11. Build a bridge by naming the need for better strategy.
12. Prepare three “bombs” that create lightbulb moments.
13. Invite the prospect to a short Profit Acceleration Simulator walkthrough.
14. Use generic numbers in the simulator to teach business theory.
15. After the simulator, invite the prospect to a full PAS assessment.
16. Present the ROI section of the assessment clearly.
17. Offer the $97 Test Drive when the prospect is interested but not ready for full coaching.
18. Coach weekly during the first 30 days.
19. Ramp the client into your full fee over several months.
20. Use a clear reason frame when offering the test drive.
21. Frame the work as installing a business operating system.
22. Use Jumpstart 12 as the coaching railroad track.
23. Start coaching by reviewing expenses, P&L, and cost reductions.
24. Test small price increases with clients.
25. Set accountability expectations during the first few sessions.
26. Bring conversations back to center when clients drift.
27. Ask whether each expense helps get or keep a client.

Resources & Tools Mentioned

• Get Your First Client Call
• Advisor Support
• $97 Test Drive
• PAS / Profit Acceleration Software
• AI Coaching Dojo
• Vera
• Case
• Valpak
• Home Magazines
• Mailers
• Billboards
• Radio Ads
• Vehicle Wraps
• Park Bench Theory
• Profit Acceleration Simulator
• PAS Assessment
• 17-Page Roadmap
• Three Bombs
• Breadcrumbs
• Sales and Marketing Audit
• Jumpstart 12
• Coaching Portal
• P&L Review
• Credit Card Statement Review
• Cost Cutting
• Price Increase Strategy
• Market Dominating Position / MDP
• Upsell
• Downsell
• Cross-Sell
• Operating System
• Business Coaching Dojo
• First Three Clients
• Advisor Coaching
• Fourth of July Schedule