Use the Trust Ramp

Key Points:

0:00 – Opening and Welcome
Karl opens the call and welcomes Gary to help man the board.

0:34 – Craig Check-In
Karl checks in with Craig and asks him to inspire the group.

1:08 – Do the Best You Can
Craig offers the encouragement to do the best you can, and Karl connects it to Jeff Bezos’ idea of moving “step by step, ferociously.”

2:02 – Step-by-Step Ferociously
Karl expands on the idea of taking many scattered arrows and bringing them into one focused direction.

3:10 – BJ Frames the Call
BJ explains that the call is mainly for newer coaches and those working toward their first few clients.

3:43 – Strategy for Momentum
The training is positioned as a strategy for creating momentum, not necessarily a forever lead generation plan.

4:18 – Drinking From a Fire Hose
BJ acknowledges that newer coaches may feel like they are drinking from a fire hose in their first several weeks.

5:11 – Getting Sheepish at the Ask
BJ explains that many newer coaches feel nervous when they get to the pricing ask.

5:39 – Confidence and Client Momentum
The goal is to use a strategy that helps coaches build confidence, create value, and establish strong relationships.

6:29 – Foundational First-Client Strategy
BJ says this approach will become foundational training for coaches looking to get client one, two, and three.

7:23 – Low-Barrier Entry Path
The call is about learning a low-barrier entry path that helps newer coaches get started.

8:09 – Trust Ramp Introduced
BJ introduces the “Trust Ramp,” explaining how a $97 first step can build more trust than jumping straight to a $2,000 offer.

8:34 – Who This Strategy Is For
BJ clarifies that coaches with strong sales confidence may not need this path, but newer coaches or those needing momentum can benefit from it.

9:03 – $2,000/Month as the Example
The training uses $2,000/month because that is a common average for one-on-one coaching, though coaches can adjust the amount.

9:39 – Mistake: Skipping a Step
New coaches sometimes skip the trust-building step and go directly to a full monthly offer before they have proof or confidence.

10:16 – Prospect Has Little Trust Yet
If the coach has no clients, proof, or track record, the prospect may not yet have enough trust to say yes to the full offer.

10:48 – Sell the First Step, Not the Destination
BJ explains that the full monthly coaching fee is the destination, but the first ask should be the first step.

11:01 – Month One Offer
Month one is complimentary coaching with a $97 charge to offset software costs.

11:25 – Months Two Through Four Ramp
Months two through four, or longer if desired, gradually ramp up toward the full coaching fee.

12:00 – Small Wins Build Trust
The ramp works because it uses small wins to build trust and momentum.

12:38 – Confidence Builder for New Coaches
The Trust Ramp helps coaches who feel uncertain because they have not coached many paying clients yet.

13:06 – Assessment Tool Context
BJ moves into the assessment tool to show where the Trust Ramp ask fits.

14:08 – Profit Acceleration Assessment
BJ explains that the assessment can help identify more than $100,000 in profit opportunity in 45 minutes without additional marketing or advertising.

14:46 – Move Into the ROI Section
The Trust Ramp ask comes near the end of the assessment, when the coach is reviewing the ROI.

15:14 – Review the Profit Opportunity
BJ models reviewing the strategies covered and the profit lift uncovered during the assessment.

15:34 – Show the Full Operating System Potential
BJ adds small 3% improvements across the strategies to show what installing the full operating system could create.

16:00 – Install One Strategy at a Time
The business owner is shown that the opportunity is sitting inside the business and can be installed one strategy at a time.

16:31 – Magic Question
BJ gives the key question: “Would you like my help with implementing these strategies in your business?”

16:43 – Responding to “How Does It Work?”
The coach should then show what it looks like to invest in growing the business.

17:20 – Investment Framing
BJ frames the coaching fee as investing in business growth, not paying a coach or buying hours.

17:39 – First 30 Days at No Charge
BJ models the offer: coach for the first 30 days at no charge, with only $97 to offset the software.

18:02 – Ramp Into the Full Fee
The coach then explains that month two, month three, month four, and beyond increase toward the full monthly fee.

18:49 – For Coaches Who Need a Softer Path
BJ says this is not necessary for everyone, but it is useful for coaches who need a softer way to get over the sales hump.

19:03 – Remove Sales Jargon
The language should avoid “what I charge” or “what it costs.” Instead, use “when you invest in the growth of your business.”

20:44 – Compelling Transition Line
BJ recommends saying: “Let me coach you for the first 30 days at no charge. It’s my gift to you.”

21:00 – Month-to-Month Option
Coaches may also remove friction by offering month-to-month terms if that fits their style.

22:00 – Karl on Money at a Discount
Karl adds that the easiest thing to sell is money at a discount.

22:39 – $24K for $100K Frame
Karl explains that if coaching is $24,000/year and the assessment identifies $100,000 in opportunity, the prospect is effectively exchanging $24,000 for $100,000.

23:13 – Conservative Math Matters
Karl reminds coaches to keep projections conservative, often around 2% or 3%, so the value feels credible.

24:11 – Should You Say “Money at a Discount?”
Karl says higher-level salespeople may be able to use that phrase directly, but most coaches should simply establish the value and reality of the opportunity.

25:20 – Object Lesson With Cash
Gary asks about using a physical demonstration, such as exchanging a $20 bill for a $100 bill, to illustrate money at a discount.

25:37 – Social Proof Example
Karl tells a story about a speaker asking who would trade a smaller bill for a larger bill, and how people rushed forward once they saw it was real.

26:36 – Investment Language
BJ advises coaches to anchor the language around the client investing into the growth of their business.

27:48 – Avoid the Word Discount
BJ says to remove “discount” from the vocabulary. Instead say, “If you’re willing to commit for 12 months, here’s what I’m willing to do for you.”

28:54 – Plant the 12-Month Seed
BJ suggests saying, “Over the next 12 months, we’ll install the operating system,” to frame the engagement as a year-long growth process.

30:01 – Christopher’s ROI Concern
Christopher asks whether the assessment could overstate the promise by annualizing results that may not be fully realized in 12 months.

30:55 – Do Not Promise a Specific Timeline
BJ clarifies that the numbers teach the acceleration theory and are not a guaranteed 12-month promise.

31:36 – Option: Show Fewer Strategies
For coaches who want to be more conservative, BJ suggests showing only three or four strategies instead of adding 3% across all 12.

32:51 – Karl on 3% Being Conservative
Karl explains that 3% across the board is conservative because some strategies, like cost control, may create larger and faster results.

34:33 – The Line That Changes the Ask
BJ returns to the recommended line: “Most business owners I work with invest around $2,000 a month for strategy growth. But let’s do this instead.”

35:03 – Gift With a Small Cost Cover
The $97 is not a discounted service. It is framed as a gift with a small software cost cover.

36:25 – Why the Trust Ramp Works
BJ begins explaining the psychology behind the strategy.

36:39 – Low Risk, High Curiosity
The first reason it works is that it feels safer, simpler, and opens the door without triggering resistance.

36:51 – Reciprocity Kicks In
When the coach gives value first, the prospect naturally feels more inclined to stay engaged.

37:00 – Experience Builds Belief
Small results build trust quickly and help replace doubt.

37:23 – Small Door, Bigger Commitment Later
Once the client is in the relationship, continuing becomes easier.

37:31 – Trial Offer Psychology
BJ compares the strategy to software trials that ask for $1 or a small payment to create a small commitment.

38:08 – Anchoring
The first number the prospect hears becomes the reference point for every number after it.

39:02 – Foot in the Door
BJ explains that compliance increases after someone says yes to something small.

39:37 – $97 Is the First Yes
The $97 is not the offer. It is the first yes that makes the next yes easier.

39:59 – Reciprocity and Personal Gift
When the first 30 days are framed as a personal gift, it creates an obligation to give back.

40:45 – Next Week Preview
BJ previews that next week will cover how to set up the first coaching conversation after the Trust Ramp begins.

41:29 – Client Files It as a Debt
BJ explains that the prospect’s brain does not file it as a deal, but as a debt they want to repay by showing up and continuing.

42:13 – Trust Chemistry
BJ explains that trust is reinforced when someone extends trust and that trust is honored.

42:28 – Every Small Win Is a Trust Deposit
Month one is not just about installing a strategy. It is about making trust deposits.

43:42 – By Month Five, It Feels Natural
By the time the client reaches the full fee, the relationship, results, and confidence make the investment feel much easier.

44:18 – Trust-Building Sequence
BJ summarizes the Trust Ramp as a sequence: anchor, give freely, create the small yes, deliver results, and make the full fee feel natural.

45:22 – What It Does for the Coach
BJ shifts to the coach’s psychology and how the strategy builds confidence.

46:20 – Confidence Comes From Evidence
BJ explains that confidence is built by mastery experience, not just training or credentials.

47:07 – Interrupting Imposter Syndrome
Getting the first paying client, even at $97, gives the coach proof that interrupts imposter syndrome.

48:18 – One $97 Client Creates Proof
The first client proves the coach can sell, deliver, and point to real results.

48:46 – Best Time to Get the Next Client
BJ says the best time to go get the next client is immediately after landing the first one.

49:56 – Momentum Matters
Three $97/month clients can create more momentum than chasing one larger offer.

50:47 – Ramp Layout
BJ shows how the ramp can move from $97 to higher monthly payments and eventually the full fee.

51:00 – Handling Unknown Questions
BJ gives a script for when a client asks something the coach cannot answer: be transparent and take it back to the coaching team.

52:00 – Real Conversation Flow
BJ summarizes the offer again: anchor the normal fee, give the complimentary 30 days, collect $97 to offset software, and create the clear next step.

53:00 – Core Principles Recap
The sequence is anchor first, give freely second, then use quick wins to rewire confidence.

54:00 – The Ramp Is a System
BJ emphasizes that the ramp is not a gimmick. It is a system and strategy.

55:00 – Training Placement
BJ explains that the call and slides will be placed in the coaching roadmap.

56:00 – Next Week: First Coaching Call
Next week will cover how to set the tone for the first coaching call once the Trust Ramp begins.

57:00 – Ty’s Upcoming PAS Calls
Ty shares that he has three PAS calls scheduled in the next two days and asks for advice on a landscaping prospect.

58:00 – Service Business Advice
BJ reminds Ty that service businesses often sit in the operational world, not the growth world.

59:00 – Stick to Profit Acceleration
BJ advises Ty to stay focused on profit acceleration and small incremental improvements.

1:00:00 – Closing
BJ closes by inviting everyone back next Thursday for the next step in the Trust Ramp training.

Five Key Takeaways

• The Trust Ramp is designed to help newer coaches build momentum, confidence, and their first few paying clients.
• The $97 first step is not a discount. It is a low-risk trust-building sequence with a small software cost cover.
• Coaches should frame their offer as an investment in the client’s business growth, not as a fee, rate, or cost.
• The ramp works because of anchoring, reciprocity, the foot-in-the-door effect, and small trust deposits.
• Quick wins do not just help the client. They rewire the coach’s confidence and interrupt imposter syndrome.

Notable Quotes

“Step by step, ferociously.”

“This is designed for momentum.”

“If you feel that way, you are not alone.”

“You don’t sell the destination. You persuade on the first step.”

“Would you like my help with implementing these strategies in your business?”

“When you invest into the growth of your business.”

“Let me coach you for the first 30 days at no charge. It’s my gift to you.”

“The $97 is not the offer. It is simply the first yes.”

“Every small win in month one is a trust deposit.”

“The ramp is not a discount strategy. It’s a trust-building sequence.”

“Confidence is not built by just learning and training. It’s built by evidence.”

“Every quick win rewires your confidence.”

“Three $97 a month clients builds more momentum than one chase.”

Action Steps from the Call

1. Use the Trust Ramp if you are newer, need confidence, or are struggling to make the full-fee ask.
2. Complete the Profit Acceleration assessment with the prospect.
3. Move into the ROI screen before making the coaching offer.
4. Review the opportunities identified in the assessment.
5. Keep the projection conservative.
6. Consider using small 2% to 3% improvements across strategies.
7. Ask: “Would you like my help implementing these strategies in your business?”
8. Avoid saying “what I charge” or “what it costs.”
9. Say: “When you invest into the growth of your business.”
10. Anchor the normal coaching investment first.
11. Explain that most business owners invest around your standard monthly amount.
12. Transition with: “But let’s do this instead.”
13. Offer the first 30 days of coaching at no charge.
14. Charge $97 to offset software costs.
15. Explain the scheduled ramp into months two, three, four, and five.
16. Adjust the ramp to your own pricing model.
17. Avoid the word “discount.”
18. If offering a 12-month commitment incentive, say what you are willing to do instead of calling it a discount.
19. Plant the 12-month frame by saying you will install the operating system over the next 12 months.
20. Use a month-to-month option if that helps reduce friction.
21. During month one, focus on small wins and trust deposits.
22. Show up strongly during the free coaching period.
23. Use your advisor and the coaching team when you do not know an answer.
24. After landing one client, immediately pursue the next.
25. Return next week to learn how to structure the first coaching conversation after the Trust Ramp begins.

Resources & Tools Mentioned

• Get Your First Client
• Trust Ramp
• Profit Acceleration Assessment
• Profit Acceleration Operating System
• Profit Acceleration Software / PAS
• ROI Screen
• Coaching Roadmap
• Advisor Support
• Facebook Group
• Jumpstart 12
• Deep Dive 40
• Assessment Tool
• $97 First Step
• 30 Days Complimentary Coaching
• Scheduled Ramp
• Month-to-Month Option
• Anchoring
• Reciprocity
• Foot-in-the-Door Effect
• Trust Chemistry
• Oxytocin
• Imposter Syndrome
• Landscaping Business Example
• Service-Based Businesses
• Valpak Prospecting
• Jeff Bezos
• Warren Buffett
• Money at a Discount