Make the Coaching Offer

Key Points:

0:00 – Clarifying Your Offer Part Two
John opens by explaining that part one covered what a good offer looks like and how to create an offer stack.

0:32 – What This Call Will Cover
The call will review Magnetic Factor components, doors and tiers, positioning, authority, and then create four offers.

0:45 – Four Offers to Create
The four offers are Door One: Hidden Profits Conversation, Door Two: Profit Simulation, a premium one-on-one coaching offer, and a downsell option.

1:22 – First Principles
John explains that the first principles come from BJ’s Thursday training and the Get Your First Client training page.

1:57 – Magnetic Factor Review
John points coaches to the First Three Clients page under Start Here, especially Step Three: Magnetic Factor.

2:22 – Gas Station Test
The first component of the Magnetic Factor is the Gas Station Test.

2:57 – Clarity Creates Certainty
John explains that clarity is a prospect’s first filter because the brain dislikes uncertainty, vagueness, and ambiguity.

3:21 – Curiosity Trail
The second component is the Curiosity Trail, which involves leaving breadcrumbs through messages, social posts, and conversations.

3:48 – Touches Required to Close
John explains that with a strong MDP, it may take five to 12 touches to close a client, while a weak MDP may take far more.

4:04 – Park Bench Theory
The third component is Park Bench Theory, which is about asking great questions that make prospects think.

4:43 – Three Doors
The fourth component is the Three Doors, which helps coaches invite prospects forward without overwhelming them.

5:06 – The Jam Study
John shares the jam study example to show that too many choices cause analysis paralysis.

5:35 – Read the Room
The key to the Three Doors is reading the room and not asking for too much too soon.

6:21 – Study the Trainings Repeatedly
John encourages coaches to review the five trainings until they internalize them.

6:47 – Rush Toward Rejections
John previews the mindset that the faster coaches move toward rejection, the easier rejection becomes.

7:14 – Always Offer a Next Step
John reminds coaches to never give up, always offer a next step, and follow up.

7:32 – Doors and Tiers Review
John reviews the difference between BJ’s Three Doors and the offer tiers coaches can build.

7:43 – Make the Doors Your Own
Coaches should not simply copy BJ’s wording. They need to adapt the doors to their own voice and market.

8:12 – Door One: Impromptu Conversation
Door One is a simple conversation where the coach listens, asks good questions, and invites the prospect into a deeper conversation.

8:31 – Conference Question Example
John shares that he and Zoe used two simple questions at a conference: “Are you a business owner?” and “Is your business profitable?”

9:05 – Door Two: Profit Simulation
Door Two is offering a 10-to-15-minute conversation using the simulator to show what profit may be hiding in the business.

9:19 – Door Three: Profit Challenge
Door Three is the deeper Profit Challenge, where the coach offers to find an initial $100,000 opportunity without more marketing, hiring, or harder work.

9:37 – Tier One: Entry-Level Offer
Tier One is the least expensive offer and simply exposes prospects to your products, philosophy, or tools.

9:56 – Tier Two: Foundation Building
Tier Two is moderate cost and helps clients build a foundation, such as a Jumpstart 12 assessment or group coaching.

10:09 – Tier Three: Sustainable Growth
Tier Three is the premium offer, including Jumpstart 40, Deep Dive 40, or one-on-one coaching.

10:44 – Positioning and Authority Review
John explains that positioning is how coaches explain who they are, what they do, and the value they bring.

11:10 – Strong Positioning
Strong positioning helps prospects understand who the coach helps, what problems they solve, how the solution works, and what happens next.

12:05 – What’s In It for Me
John explains that every prospect wants to know what is in it for them.

12:35 – Demonstrating Authority
Coaches demonstrate authority by leading the conversation, asking good questions, being clear, showing conviction, and maintaining professional posture.

13:17 – Clear Positioning Builds Trust
When positioning and authority are clear, trust increases. When they are weak, resistance goes up.

13:30 – Worksheet Work Begins
John moves into the worksheet and begins helping coaches write their actual offer language.

14:12 – Door One Roleplay Setup
John uses Bill Roberts as an example for a Hidden Profits Conversation at a networking event.

14:42 – Ask What They Love
John asks Bill what he loves about his construction business.

15:09 – Ask What They Do Not Love
John asks what Bill does not love, surfacing issues like subcontractors, timing, materials, and daily stress.

15:57 – Current Reality Question
John asks where Bill is now compared to his original business dream.

16:22 – Identify the Number One Challenge
John asks what is getting in the way, and Bill identifies lead generation and lack of time.

16:28 – Read the Room
John explains that Bill is semi-warm, so the coach has to decide what next step is appropriate.

17:22 – Listen and Empathize
John says the coach should be talking only about 20% of the time, listening, learning, and being curious.

18:02 – If They Are Not Warm Yet
If the prospect is not ready, invite them into a deeper conversation next time instead of pushing too hard.

18:44 – Write Your Door One Language
Coaches are given time to write how they would open the Hidden Profits Conversation.

19:09 – Door Two Setup
John moves into Door Two, the simulation tool.

19:20 – Door Two Can Be Immediate or Scheduled
The simulation can happen as a continuation of Door One or as a separate follow-up conversation.

19:59 – Explore the Cost of the Gap
John asks Bill what it is costing him not to have achieved his original business vision.

20:27 – Personal Cost Example
Bill talks about missing his kids’ activities, scouting outings, and school recitals because he is working constantly.

21:53 – Invite Into the Simulation
John models inviting Bill to spend 10 to 20 minutes seeing how the compound effect could help his construction business double profit.

22:35 – Put It on the Calendar
If it is not a good time to run the simulation, schedule it right away and send a calendar invite.

23:19 – Ask Permission to Follow Up
John explains that asking permission to follow up increases the likelihood the prospect will follow through.

24:04 – If They Decline Door Two
If the prospect does not want to schedule, offer to send the simulator link so they can review it with their spouse.

24:28 – Request the Report
John tells the prospect to request the report because it will give them a 12-step process for improving profit.

25:07 – Technology Objection Example
Bill says he is not good with technology, which creates a reason to schedule the meeting instead.

25:17 – Write Your Door Two Language
Coaches are given time to write how they would invite someone into the Profit Simulation.

26:23 – Simulator on Your Phone
John explains that the simulator works well on a phone and can be bookmarked for easy access.

27:24 – Calendar Booking Links
John recommends bookmarking calendar links on your phone so they can be quickly texted to prospects.

27:44 – Web App vs. Downloadable App
A question comes up about whether there is an app for the simulator. The answer is that coaches currently use the PAS through the web.

29:16 – Premium Offer Begins
John shifts into the premium offer, usually one-on-one weekly coaching by Zoom or in person.

29:45 – PAS Summary Page Example
John shows how to use the PAS summary page to highlight profit movement after completing strategies.

30:04 – Three Strategies Plus Three Percent Example
John shows how adding three strategies and modest lifts in other areas can create a major net profit increase.

31:06 – Transformation Question
John explains that coaches must ask how the additional profit would transform the business and the owner’s life.

31:17 – You Offer Transformation
John says coaches do not sell coaching. They offer transformation.

32:25 – Move to the Implementation Timeline
After the prospect talks about transformation, the coach shows the implementation timeline and explains how the engagement works.

32:49 – One-Year Install Frame
John explains that installing the system and the 12 strategies may take about a year.

33:14 – Confirm Commitment
John asks whether the prospect can commit to the weekly work and the preparation between meetings.

33:55 – Ask for the Yes
John models asking whether the prospect wants help achieving the projected profit outcome.

34:18 – Cost Question
John explains that most prospects will eventually ask what the engagement costs.

34:48 – Return to Transformation Before Price
Before stating the fee, John recommends reminding the prospect how the investment will transform their business and life.

35:16 – Move to the ROI Tab
John says the coach should move to the ROI tab and state the fee clearly without wavering.

35:35 – Example Fee Structure
John models a fee of $2,500/month with a $1,000 setup fee due upon agreement.

35:56 – Frame the Investment
The coach should point to the ROI graph and show that the return far outweighs the investment.

36:50 – 350% Return Example
The example shows a profit goal of $200K and a projected 350% return.

37:24 – Guarantee / Risk Reversal
John models a guarantee: if the client does not at least double their investment in additional net profit, the coach stops charging and keeps working until they do.

38:03 – Gym Membership Analogy
The guarantee requires the client to do the work, just like a gym membership only works if the person shows up.

38:14 – Move Quickly to Payment
After agreement, the coach should move quickly and provide the payment link.

39:16 – PAS Summary Page Walkthrough
John walks through the PAS summary page using an accounting firm example.

39:44 – $90K Net Profit Increase Example
The example shows a 120% bump in net profit, or $90,000.

40:09 – Use the Timeline
The coach shows the timeline and talks through the initial planning meeting and execution order.

40:46 – Step-by-Step Process
John emphasizes that PAS is not a fly-by-the-seat-of-your-pants system. Each strategy has steps.

41:36 – Downsell Option Begins
John moves into downsell options for prospects who cannot afford the premium offer.

41:55 – Tiered Pricing Option
One option is a ramp-up: $497 month one, $997 month two, $1,497 month three, then $2,000/month in month four.

42:18 – Revenue Share Option
Another option is $500 down, $500/month, plus 7.5% revenue share.

42:53 – Lower-Tier Options
If they still cannot afford it, options include group coaching, flash coaching, or Done-for-You Group Coaching.

43:28 – Lower Cost Means Less Access
John explains that lower-cost options can still help, but they take longer and include less direct access to the coach.

44:23 – Always State Fees and Next Step
John closes the training portion by emphasizing that coaches should clearly state their fees and the next step.

44:51 – Q&A Begins
John opens the call for questions.

45:29 – Setup Fee and Monthly Payment Question
A coach asks whether the setup fee and monthly fee are charged together or separately.

45:42 – Initial Payment and First Month
John says he charges the setup fee on the call and invoices the monthly coaching fee before the initial planning meeting.

46:09 – Conviction Comes First
John says coaches must have conviction that they can help, and then the money becomes secondary because it is an investment.

46:35 – Consistency Principle
John references Robert Cialdini’s Influence and explains that once people take an action, they tend to continue.

46:54 – David’s Flat Rate Pricing Comment
David shares how he uses flat-rate pricing and tiers from another industry.

47:29 – Premium First
David says he starts with the premium one-on-one offer: four times per month, full service, and the most support.

47:48 – Time Constraint vs. Cost Constraint
David notes that many prospects struggle less with price and more with time.

48:24 – Downsell by Frequency
David downsells by reducing meeting frequency from weekly to twice monthly or monthly and reducing the price accordingly.

49:10 – Only Sell the Premium First
David says he presents the premium offer first and only discusses lower tiers if the prospect cannot afford it or lacks time.

50:04 – Offer Sheet Strategy
John notes that other offers on a sheet can create curiosity, especially when one is highlighted or discounted.

50:50 – Tier Naming
David says he uses Platinum, Gold, Silver, Bronze, and “Band-Aid” tiers.

51:28 – Band-Aid Tier
John jokes that no one wants the Band-Aid because it only stops the bleeding.

51:37 – Closing
John thanks the group and ends the call.

Five Key Takeaways

• Coaches need clear words for each next step, not just a general idea of what they offer.
• Door One and Door Two should be conversational, curious, and based on reading the prospect’s readiness.
• The premium offer should be presented through transformation, timeline, ROI, fee, and next step.
• A strong close requires conviction. State the fee clearly and do not apologize for it.
• Downsells should protect the relationship while making it clear that lower-cost options mean less access and slower results.

Notable Quotes

“Clarity is a prospect’s first filter.”

“The brain hates uncertainty.”

“Too many options cause analysis paralysis.”

“Don’t ask for too much. Ask for what you think they are ready for.”

“Never, never, never give up.”

“Always offer a next step and always follow up.”

“You have to make these yours.”

“You should be talking 20% of the time.”

“You don’t sell coaching. You offer transformation.”

“Would you like my help to achieve those outcomes?”

“This isn’t about spending money. It’s about increasing profit.”

“If you join the gym and you’re not going to the gym, you’re not going to transform.”

“It’s really all about conviction.”

“This is not a fly by the seat of your pants system.”

“Always clearly state your fees.”

Action Steps from the Call

1. Review the Magnetic Factor training inside the First Three Clients page.
2. Study the Gas Station Test.
3. Study the Curiosity Trail.
4. Study Park Bench Theory.
5. Study the Three Doors.
6. Rewrite Door One in your own words.
7. Rewrite Door Two in your own words.
8. Rewrite Door Three in your own words.
9. Practice opening a Hidden Profits Conversation.
10. Ask prospects what they love about their business.
11. Ask what they do not love about it.
12. Ask what their original dream or vision was.
13. Ask where they are now compared to that dream.
14. Ask what is getting in the way.
15. Read the room before choosing the next step.
16. Talk less and listen more.
17. Aim to talk around 20% of the time.
18. Invite semi-warm prospects into a deeper conversation.
19. Invite warmer prospects into the Profit Simulation.
20. Bookmark your simulator link on your phone.
21. Bookmark your calendar booking link on your phone.
22. Schedule the next conversation immediately when possible.
23. Send a calendar invite to lock in the next step.
24. Ask permission to follow up by phone.
25. Use the simulator link as an alternate next step when needed.
26. Tell prospects to request the report after using the simulator.
27. Complete a PAS assessment before presenting the premium offer.
28. Use the PAS summary page to show the profit gap.
29. Ask the transformation question.
30. Tie additional profit to the owner’s life, family, time, and freedom.
31. Show the implementation timeline.
32. Explain how the coaching engagement works.
33. Confirm the prospect can commit to the work.
34. Ask whether they want your help achieving the outcome.
35. Move to the ROI tab before discussing price.
36. State your fee clearly.
37. Do not waver when saying your price.
38. Frame the fee as an investment tied to profit growth.
39. Use risk reversal if it fits your offer.
40. Make sure your guarantee requires client implementation.
41. Move quickly to payment after agreement.
42. Create a downsell before you need it.
43. Consider a ramp-up pricing structure.
44. Consider a lower monthly fee plus revenue share.
45. Use group coaching, flash coaching, or Done-for-You Group Coaching as lower-tier options.
46. Make it clear that lower-cost options mean less access.
47. Follow up with lower-tier clients and continue offering next steps.
48. Build a tiered offer sheet if that fits your style.
49. Sell the premium offer first.
50. Use lower tiers only when price or time becomes the barrier.

Resources & Tools Mentioned

• Workshop Wednesday
• Clarifying Your Offer Part Two
• PAS / Profit Acceleration Software
• First Three Clients Page
• Start Here
• Magnetic Factor
• Gas Station Test
• Curiosity Trail
• Park Bench Theory
• Three Doors
• Hidden Profits Conversation
• Profit Simulation
• Profit Challenge
• Simulator
• PAS Assessment
• PAS Summary Page
• ROI Tab
• Implementation Timeline
• Market Dominating Position / MDP
• Compelling Offer
• Drip Campaign
• Leads in Digital Marketing
• Bundling
• Jumpstart 12
• Jumpstart 40
• Deep Dive 40
• One-on-One Coaching
• Group Coaching
• Done-for-You Group Coaching
• Flash Coaching
• Risk Reversal
• Revenue Share
• Tiered Pricing
• Setup Fee
• Payment Link
• Calendar Booking Link
• Mobile Simulator Bookmark
• Worksheet
• PDF Slides
• Robert Cialdini
• Influence
• Jam Study
• Bob Barker
• Vanna White
• Monty Hall