Get More Meaningful Conversations

Key Points:

0:00 – Test Drive Frame for Accountants
Karl opens by continuing the “test drive” frame, comparing business coaching referrals to taking a car for a test drive before buying.

0:12 – Let the Results Drive the Relationship
He explains that enthusiasm and motivation are not what should drive the relationship. Results should.

0:42 – Advertising Partner Example
Karl shifts to advertising partners such as radio, billboards, newspapers, magazines, signage, and online directories.

1:08 – Advertising Retention Problem
The problem for advertising sellers is that business owners often buy advertising and then turn it off.

1:28 – Two Rules of Business
Karl repeats the two rules of business: get clients and keep clients.

1:44 – Test Drive With Advertising Clients
He suggests asking an advertising partner to send clients spending $10,000 to $25,000 per year as test-drive prospects.

2:26 – Help Them Spend More and Stay Longer
Karl explains that the coach’s goal would be to help those clients keep advertising on and potentially increase their spend.

2:50 – Operating System Makes Advertising Work
The reason advertising works better is that the business has an operating system behind it, including upsells, downsells, cross-sells, MDP, and cost control.

3:30 – Getting Past the Receptionist
Cheryl asks how to get through the receptionist to reach the business owner.

3:43 – Do Not Sound Like a Salesperson
Karl explains that if you call asking for the business owner with a pitch, you likely will not get through.

4:10 – Call Like You Belong
He compares the call to how his wife would call the Focused office: simple, direct, and without a long explanation.

4:26 – Adrian Ulsh Trick
Karl references an old Adrian Ulsh approach: call with a legitimate reason tied to whether the business is taking new clients.

5:09 – Accountant Gatekeeper Frame
If calling an accounting firm, ask whether the accountant is able to take on new clients.

5:55 – Need to Speak With the Owner
Once the receptionist confirms the accountant wants clients, the coach can say they need to speak with the owner to explain what they do.

6:10 – Use Fewer Words
Karl warns against word salad and says fewer, tighter words usually work better.

6:33 – Focus on Referral Sources, Not Just Owners
Karl reminds coaches that they are often looking for referrals, not necessarily a direct sale to the accountant.

7:16 – Do Homework on Who Owns the Business
If possible, know the owner’s name before calling and ask for them directly.

7:57 – Government Deal Example
Karl shares that when trying to reach a government contact, he first used AI and internet research to identify the right person.

8:08 – Find Common Connections
Instead of cold messaging the target person, Karl checked LinkedIn and Facebook for shared connections and asked for an introduction.

8:54 – Speak to the Advisors Beneath the Decision Maker
Karl explains that employees or advisors under the decision maker may answer phones, reply to emails, and provide a path to an introduction.

10:05 – Chet Holmes Mentioned
Karl references Chet Holmes and The Ultimate Sales Machine as a resource on getting through gatekeepers.

11:20 – Danny’s Research Question
Danny asks how much information is needed before approaching a business.

12:05 – Enough Research to Be Dangerous
Karl says research helps, but the key places are LinkedIn, Facebook, business pages, websites, products, pricing, offers, and messaging.

12:57 – Look for Vanilla Positioning
He suggests checking whether the business has a strong differentiator or whether the messaging is generic.

13:15 – Personal Details Can Help
Knowing whether the owner has a spouse, kids, or personal background can help build connection, though it is not always required.

13:48 – RJ’s Research Process
RJ explains that he used to train digital marketing consultants and would often pull up 12 to 14 tabs before calling a business owner.

14:03 – Google Search and Local Rankings
RJ recommends searching for the business’s key industry and location to see where they show up.

14:13 – Google Business Listing
He reviews star rating, number of reviews, and whether the business seems intentional about reputation.

14:32 – Social and Website Review
RJ checks LinkedIn, Facebook, posting frequency, quality, website story, history, and family-owned details.

15:28 – AI Search and Jumpstart 12 Scan
RJ shares that he loaded Jumpstart 12 principles into ChatGPT and had it scan businesses using a red-yellow-green approach.

16:04 – We Sell Business Owners
RJ says coaches do not sell businesses. They sell business owners, and the owner must like, trust, and respect the coach.

16:35 – Using Research on the Call
Danny asks how to use the research once the coach gets the owner on the phone.

16:51 – Sound Like You Know Them
RJ says he calls with the confidence of someone who has done the research and feels like he knows the business.

17:37 – Handle the Gatekeeper With Affinity
RJ gives an example of saying he knows the owner through the chamber and is local to the area.

18:01 – Stay in the Pocket
RJ emphasizes staying confident and not cowering to the gatekeeper.

18:19 – Chamber Recommendation Frame
Karl adds that if the business is listed on the chamber website, the chamber has effectively recommended them.

19:04 – Confidence and Conviction Matter
Karl notes that what stands out about RJ is not just what he says, but the confidence and conviction behind it.

20:05 – RJ Was Not Always Good at It
RJ clarifies that he was bad at phone calls at first and improved through repetition.

20:05 – Common Denominator of Success
RJ references Albert E.N. Gray’s “The Common Denominator of Success,” about successful people doing what unsuccessful people are unwilling to do.

20:44 – The Next Phone Call Holds the Answer
RJ says the answer to his problems was behind the next phone call, networking event, business owner, or truck he saw at a red light.

21:12 – Truck Photo Prospecting Hack
RJ suggests taking pictures of local contractor trucks at red lights, then calling the businesses later.

22:21 – Three Meaningful Conversations Per Day
Karl reinforces the idea of three meaningful conversations every day.

23:09 – Danny’s Takeaway
Danny says knowing what information to gather before a call is helpful.

24:30 – Peter’s Sales Discomfort
Peter shares that the whole idea of taking truck photos and calling prospects feels daunting because he comes from a project/program management background.

25:33 – 1% a Day
Peter says he is trying to operationalize Karl’s idea of getting 1% better each day.

26:07 – Why Are You Doing This?
Karl asks Peter why he is pursuing coaching.

26:35 – Peter’s Background
Peter shares his background in IT strategy, design, roadmapping, portfolio design, and business transformation.

27:45 – Focus on What Lights You Up
Karl notices that Peter lights up when talking about strategy and transformation, compared with talking about outreach barriers.

28:21 – IT Strategist Affinity
Karl suggests that Peter approach IT strategists who work with business owners because he has affinity and fluency with that audience.

29:31 – Talk to the People in the Coalface
Karl again suggests speaking to advisors, accountants under accountants, and salespeople who work directly with business owners.

30:18 – BJ Observes Peter’s Shift
BJ points out that Peter’s energy and expression changed dramatically when talking about strategy.

31:14 – Affinity Makes Outreach Easier
Karl compares it to his hockey background and says familiar environments can make conversations easier.

32:13 – Peter’s Larger Business Question
Peter asks whether Focused’s technology stack is better suited to $1M to $5M companies, while he is more drawn to $10M to $40M companies.

33:33 – The System Works at Larger Sizes
Karl says the system works even better for a $40M company than for a $400K company, but the market is much smaller.

34:15 – Growth vs. Scale
Karl explains the difference between growth and scale, using a landscaping company versus Facebook as examples.

35:36 – Larger Companies Are a Tiny Market
He reminds Peter that $40M companies are a very small segment, though they may fit his talents and passion.

36:00 – Launch Factory and the 95%
Karl brings up Launch Factory as a product for the 95% of people who have not started a company.

36:53 – Creation vs. Elevation
Karl explains two lanes: creation, helping people start businesses, and elevation, helping existing businesses improve.

37:52 – $40M Chops as a Superpower
Karl suggests Peter’s $40M-company experience could be extremely attractive to $400K, $1M, or $4M companies.

39:33 – Authority Through Contrast
Karl compares this to accountants, who carry major authority with non-accountants but less authority with other accountants.

40:43 – Launch Factory as Franchise-Level Structure
Karl explains that Launch Factory gives people step-by-step franchise-like instruction without the franchise fee, non-compete, royalties, and restrictions.

41:49 – 1% a Day Becomes Dangerous
Karl encourages Peter that improving 1% per day for a year creates major progress.

42:35 – Rick’s BNI Territory Owner Call
Rick asks for advice before a Zoom call with the owner of a BNI territory.

43:27 – Why People Join BNI
Karl says people join BNI to get leads, but the bigger problem they are trying to solve is building a profitable company.

44:25 – BNI Members Need an Operating System
Karl says BNI members should be exposed to the operating system because leads alone do not solve business failure.

45:15 – Networking Organization Example
Karl shares that his first business coach made $330,000 in six months and had owned a networking organization.

46:09 – Test Drive With BNI Owner
Karl recommends asking for three members as a test drive, not all members.

46:38 – Revenue Share With BNI Owner
Karl suggests that a BNI franchisee may be open to a 20% kickback on fees.

47:33 – Workshops for BNI Members
Rick considers offering workshops for the members as a value-add.

48:32 – Educate and Entertain
Karl says people at networking functions want to be educated and entertained, with entertainment often being even more important.

49:13 – Buying Ideal Clients for BNI
Karl suggests that the BNI owner could use a free trial or incentive to attract higher-quality members.

50:03 – Positioning to BNI Owner
Rick summarizes the angle: BNI is not set up to solve all of a business owner’s problems, and Rick can fill that gap.

50:29 – Test Drive Summary
Karl says the simple frame is: “I can find any business owner $100,000 in 45 minutes without more marketing. Give that to your members for free.”

51:12 – Mark’s Advertising ROI Opener
Mark shares an opener: “I saw your advertising and wondered how happy you are with your advertising ROI.”

52:03 – Some Will Tell You to Buzz Off
Karl says most may not engage, but a meaningful percentage will, especially if timing is right.

53:24 – Call to Help, Not Pitch
Karl explains that a bad reason to call is because you want to sell something. A good reason is because you have something useful to offer.

53:44 – Have Three Bombs Ready
Karl suggests having three powerful ideas or “bombs” ready so the call is valuable.

54:05 – Profit and Percentages Examples
Examples include building a business you could sell tomorrow but do not want to, profit as the domino, and explaining margin improvements with percentages.

55:22 – Number of Calls Determines Results
Karl tells Mark the big question is how many calls he will make today, tomorrow, this week, this month, this quarter, and this year.

56:19 – Launch Factory and Exit Acceleration Reminder
Karl reminds the group to request access to Exit Acceleration and Launch Factory if they do not already have them.

56:47 – Early Launch Factory Results
Karl mentions that Scott Proposky already has two clients on the Launch Factory/non-franchise franchise concept.

57:25 – Two Rules of Business
Karl repeats: rule one is get clients, rule two is keep clients.

57:47 – Two Rules of Coaching
Karl says rule one is establish the starting line, and rule two is establish the finishing line.

58:03 – Ask What They Want
Coaches must help clients answer what they want, though most people answer with what they do not want.

59:16 – Starting Line and Finishing Line Create Records
Karl compares coaching to sports, where records can be broken because the starting and finishing lines are defined.

59:53 – Closing and Call Reminders
Karl closes by encouraging coaches to attend Workshop Wednesday, Thursday’s Get Your First Client call, and Monday Group Coaching.

Five Key Takeaways

• The “test drive” frame works for referral partners because it lowers risk and lets results prove the value.
• Getting past the receptionist depends on confidence, brevity, and calling with a legitimate reason.
• Research should help you sound relevant, not become an excuse to avoid calling.
• Affinity matters. Coaches should start with audiences where they already have fluency, credibility, or shared context.
• Three meaningful conversations per day, repeated consistently, can change the entire business.

Notable Quotes

“Take me for a test drive.”

“Let the results drive this forward.”

“There’s two rules of business and only two rules: you’ve got to get clients and you’ve got to keep clients.”

“Word salad. You’ve got to stay away from that.”

“The confidence and the way that you approach the gatekeeper is going to go an enormously long way.”

“We don’t sell businesses. We sell business owners.”

“The answer to my problems lied behind the next phone call.”

“Drive around your local neighborhood, come home with clients.”

“Three meaningful conversations every single day.”

“Creation and elevation.”

“You have $40 million business chops. That is incredibly sexy and attractive to the $4 million company.”

“The worst reason to call me is because you want to sell me something.”

“A great reason to call me is because you’ve got something to offer.”

“Rule number one, you’ve got to establish a starting line. Rule number two, you’ve got to establish a finishing line.”

Action Steps from the Call

1. Use the test-drive frame with accountants, advertising partners, BNI owners, and other referral sources.
2. Ask referral partners for three test-drive clients, not their whole database.
3. Let results, P&Ls, and client engagement prove the value.
4. When calling an accountant, ask whether they are taking new clients.
5. Use a clear reason frame before asking to speak with the owner.
6. Avoid long explanations with receptionists.
7. Research the owner before calling when possible.
8. Look for common connections on LinkedIn and Facebook.
9. Ask for introductions through shared connections when possible.
10. Speak to employees, advisors, and salespeople who work directly with business owners.
11. Research a prospect’s LinkedIn profile, Facebook page, website, offers, pricing, and messaging.
12. Check Google Business Profile, reviews, and local rankings.
13. Use AI to scan for gaps, but do not let research become procrastination.
14. Call with confidence, as if you belong in the conversation.
15. Use affinity to open conversations.
16. Target people and industries where you already have fluency.
17. Consider IT strategists, accountants, ad salespeople, chamber staff, and BNI leaders as referral sources.
18. Take pictures of local contractor trucks and follow up with those businesses.
19. Aim for three meaningful conversations every day.
20. Reframe outreach as calling to help, not calling to pitch.
21. Prepare three strong ideas before the call.
22. Use percentage-based profit examples to create “aha” moments.
23. Ask advertising prospects how happy they are with their advertising ROI.
24. Use BNI relationships to offer workshops or free value for members.
25. Explain that leads alone do not solve the bigger profitability problem.
26. Ask what the client wants, not just what they do not want.
27. Establish the client’s starting line.
28. Establish the client’s finishing line.
29. Request access to Launch Factory and Exit Acceleration if needed.
30. Attend Monday Group Coaching to observe group coaching in action.

Resources & Tools Mentioned

• Joint Ask the Expert
• Profit Acceleration Operating System
• Profit Acceleration Software / PAS
• Test Drive Frame
• Accountant JV Strategy
• Advertising Partner Strategy
• Billboard Advertising
• Radio Advertising
• Newspapers
• Magazines
• Online Directories
• Signage
• Market Dominating Position / MDP
• Upsells
• Downsells
• Cross-Sells
• Cost Control
• LinkedIn
• Facebook
• Google Business Profile
• Google Reviews
• ChatGPT
• Claude
• Jumpstart 12
• Chamber of Commerce
• AI Searches
• Chet Holmes
• The Ultimate Sales Machine
• Adrian Ulsh
• The Common Denominator of Success
• Albert E.N. Gray
• BNI
• Launch Factory
• Non-Franchise Franchise
• Exit Acceleration Software
• Monday Group Coaching
• Workshop Wednesday
• Get Your First Client
• Digital Marketing Consultants
• IT Strategists
• SBDC
• Business Academy