Run the Profit Shift Workshop

Key Points:

0:00 – Opening and Welcome
Karl opens the call with BJ and welcomes the group.

0:22 – James Check-In
Karl opens James, who is calling in from the UK while his friends are at the pub.

1:06 – James’s Exit Acceleration Win
James shares that he did a dummy run with the Exit software and sent it to an M&A contact.

1:27 – M&A Contact Responded Quickly
The M&A contact normally takes several days to respond, but this time replied within about an hour.

1:52 – Exit Report as Lead Tool
James says the plan is to use the Exit report with every prospect the M&A contact has, making the broker look good while creating opportunities for James.

2:24 – Using Exit Visuals
James explains he is now using the Exit materials, graphs, and screenshots as the basis of his outreach.

3:21 – Dave’s Business Advice
Karl opens Dave, who has been coaching for 20 years and previously led a large business coaching company.

4:00 – Do Not Overcomplicate It
Dave says his biggest lesson has been to come back to the fundamentals and not overcomplicate the business.

5:06 – Throw the Party Frame
Karl frames the workshop strategy as throwing the party instead of trying to get invited to someone else’s party.

6:06 – Part Two Setup
BJ explains that this is part two of the small workshop training.

6:34 – Collaboration, Not Lecture
BJ says this is more collaborative than a traditional workshop. It should feel like a conversation around a table, not a classroom.

7:28 – Why In-Person Teaching Works
BJ explains that in-person teaching builds prominence, authority, network, and trust.

7:54 – Karl on Using the Room
Karl says one of the best ways to build authority is to involve people in the room, such as an accountant with 200 clients.

8:30 – Make Strategic People Part of the Presentation
If an accountant, banker, or strong referral source attends, involve them in a way that makes the experience more engaging for them.

9:05 – Events as a Flywheel
Karl explains the live event flywheel: attendees, client experience, status, quality, conversions, referrals, JVs, and then more attendees.

10:32 – Where to Find the Recording and Assets
BJ shows where to find last week’s recording, slides, and playbook inside the weekly call recordings.

11:14 – Playbook Walkthrough Begins
BJ begins walking through the workshop playbook in sequence.

11:36 – Light, Small, and Simple
The design is intentionally small, intimate, and light, with templates for invitations, SMS, email, LinkedIn, and social posts.

12:15 – Why It Is Called Profit Shift
BJ explains that “shift” is intentional. The workshop is meant to shift the business owner’s mindset before inviting them into the Profit Challenge.

12:37 – The End Goal Is PAS
The workshop is not the final destination. It is meant to create the next step: the Profit Challenge / PAS assessment.

13:24 – Do Not Go Soft on the Invitation
BJ warns that many coaches fall soft when inviting attendees to the next step.

13:49 – Teach Business Growth Theory
The simulation tool is used to teach business growth theory, not to sell hard from the front of the room.

14:15 – Workshop Format
BJ explains the ideal group size, setting, and format. Breakfast or lunch can work, but he cautions against using generic “lunch and learn” language.

14:45 – Room Setup
Use roundtable or horseshoe-style seating, not a lecture-style room.

14:55 – Atmosphere Matters
The room should feel right for a small group. A large room with only a few people can feel awkward.

15:00 – Use Background Music
BJ recommends playing light music on a Bluetooth speaker, not from the computer.

15:25 – Food Can Help
Food can help break the ice and create a more natural, relaxed environment.

16:00 – Facilitate Conversation
The coach’s role is to facilitate conversation, not lecture.

16:36 – Create the Light Bulb Effect
The goal is for business owners to think, “I haven’t thought about that before.”

17:00 – Thought Leader, Not Salesperson
BJ explains that the coach should be seen as a thought leader, not someone trying to sell from the front of the room.

17:45 – Run of Show
BJ walks through the basic run of show for a 60-to-90-minute event.

18:06 – Respect the Clock
The coach should set the expectation that the session will stay within the promised timeframe.

18:30 – Time Discipline Builds Trust
Staying on time shows professionalism and gives attendees a preview of what working with the coach will feel like.

19:21 – Introductions
BJ recommends brief introductions, around two minutes or less per person.

20:10 – Opening Questions
Before presenting, ask questions that get attendees thinking and talking.

20:30 – What Holds Back Profit?
One sample question: “What would you say is the number one thing holding you back from more profit?”

21:04 – Talking Opens Them Up
Getting attendees to talk helps them become more receptive to what comes next.

21:22 – Present the Slide Deck
After the opening conversation, the coach presents the short slide deck that sets up business growth theory.

21:35 – Memorize the Simulation Video
BJ recommends getting very familiar with the short simulator training video so the coach can explain compounding clearly.

22:12 – Gas Station Test Connection
Understanding the simulator helps coaches explain profit acceleration clearly in everyday conversations.

22:44 – Do Not Get Weedy Yet
During the workshop, coaches should not use attendees’ specific numbers yet. That happens later in the Profit Challenge.

23:14 – Breadcrumb to the Assessment
Every part of the workshop should create curiosity and lead to the invitation for the full assessment.

23:58 – Tie Attendee Answers Into the Presentation
A strong facilitator uses attendees’ earlier comments and ties them back into the teaching.

24:18 – Business Owners Think They Need One Big Growth Area
BJ explains that many owners think they need one big growth move, such as more sales, more leads, or more marketing.

24:44 – Shift to Small Percentage Lifts
The workshop reframes growth as small percentage lifts across multiple business areas.

25:12 – Do Not Reveal the Strategy Cards Too Early
BJ cautions coaches not to scroll down too soon in the simulator because attendees will start reading instead of listening.

25:49 – Land the Business Growth Theory
The key point is small improvements across multiple areas. The coach needs to land that clearly before moving forward.

26:09 – Karl on Education and Entertainment
Karl says people want to be educated and entertained, but they would rather be entertained.

26:44 – Music and Personality Matter
Karl reinforces that entertainment does not mean being a comedian. It means creating an enjoyable room and being yourself.

27:45 – Next-Step Thinking
Karl explains that every step should lead to the next step, not jump too far ahead.

28:29 – Match Testimonials to the Step
Testimonials used to invite people to the event should be about the event, not the 12-month coaching program.

29:20 – Do Not Jump From Step One to Step Three
The workshop’s goal is not to close a 12-month client immediately. The goal is to book the assessment.

29:37 – They Want to Get Big to Get Rich
Karl says many owners mistakenly believe getting bigger will make them rich.

30:16 – The Million-Dollar Goal Trap
Many business owners want to hit $1M in revenue, but revenue alone does not guarantee profit.

31:02 – Seven Figures With Thin Margins Is Vulnerable
A seven-figure business with weak margins can be one bad debt, bad client, or rogue employee away from trouble.

31:34 – Better Goal: Profit and Margins
A better goal is tied to profit, margins, and financial strength, not just gross revenue.

33:00 – Introduce Jumpstart 12
After teaching the growth theory, BJ recommends introducing the Jumpstart 12 operating system.

33:33 – Use Big Familiar Names
Use examples like McDonald’s and Apple because everyone understands them, even though the room is full of small business owners.

34:16 – Flip Tiles for Optics
The simulator tiles are flipped for engagement and optics, not to deeply teach every single strategy in the room.

34:48 – Do Not Teach All 12 Deeply
BJ recommends briefly touching only a few strategies rather than walking through all 12 in detail.

35:17 – Simulate Profit Acceleration
The coach then uses the simulator to show what small percentage improvements can create.

35:36 – Use Simple Numbers
BJ recommends using simple example numbers, such as $500K revenue, 50% gross margin, and 10% net margin.

36:22 – Keep It Believable
Using numbers that are too big or percentages that are too high can make the outcome feel unbelievable.

36:52 – Know the Math Cold
Karl says coaches should understand the profit acceleration math so well they cannot forget it.

37:35 – Memorize the $500K Example
Karl gives the example of a $500K business with 50% gross margin and 10% net margin.

38:15 – 2% Improvement Example
A 2% improvement across all 12 areas can produce $75,000 in new profit on top of the existing $50,000.

38:43 – 5% Improvement Example
A 5% improvement across all 12 areas can produce $213,000 in new profit on top of the original $50,000.

39:08 – Think Bunt, Not Home Run
Karl frames 2% to 5% improvements as bunts and singles, not massive home runs.

39:36 – McDonald’s as the Model
Karl recommends using McDonald’s as an example because the Jumpstart 12 framework was reverse-engineered from major companies.

40:09 – Interactive Examples
Brian asks whether to use two example businesses for interaction, similar to Done-for-You Group Coaching. BJ says yes, if it fits the room.

40:20 – Use Fun Business Names
If using examples, clever names like Flush Gordon or Bread Zeppelin can make the room more engaging.

41:47 – Bridge to the Invitation
BJ explains how to transition from the simulator to the invitation by saying, “Here’s what I’d like to do.”

42:20 – Invite Them to the Profit Challenge
The next step is to invite attendees to take the Profit Challenge using their own business numbers.

42:36 – Give Them a Profit Roadmap
The promise is a full profit roadmap with specific strategies they need to focus on to grow profitability.

42:56 – Slow Down the Invitation
BJ says this part should be delivered slowly and with conviction.

43:07 – Book the Calendar in the Room
The coach should be ready with the calendar and begin booking assessment times during the workshop.

43:50 – Social Pressure Helps
Once one person says yes to a time, others are more likely to engage.

44:12 – Time Kills Deals
BJ says the coach should get attendees on the calendar while they are hot because time kills deals.

45:23 – Use the Word Invite
“I want to invite you” is powerful because it brings them into the coach’s world.

46:01 – Do Not Rush the Ask
If the coach runs out of time and rushes the invitation, the whole event suffers.

46:18 – Some People May Want to Buy Immediately
Someone in the room may be ready to work together on the spot, and the coach should make space for that conversation.

46:48 – Templates Included
The playbook includes email invitations, SMS templates, LinkedIn language, and social post ideas.

47:34 – Prep for Live Event Mastery
This light version prepares coaches to eventually run the full Live Event Mastery format.

48:00 – What If Someone Challenges the Simulator?
Richard asks what to do if someone challenges the simulator logic.

48:12 – The Math Has Been Tested
Karl explains that many PhDs, mathematicians, and accountants have tried to challenge the math, but the simulator is based on compounding fundamentals.

48:53 – Pessimists Sound Smart Short Term
Karl says pessimists often sound smart in the short term, but optimists run the world.

49:43 – Assets Available in the Recording
BJ reminds the group again where the slides and playbook can be found.

50:11 – Start With Momentum
BJ says coaches can pick up the phone, invite two or three people, and run this within the next few weeks.

51:16 – Learn to Present Well
BJ encourages coaches to study communication, eye contact, pacing, and facilitation.

51:44 – Let Silence Work
When asking a strong question, the coach should let the room sit with it instead of filling the silence.

52:17 – Avoid Chin Music
Too much talking kills the moment. Skilled presenters let people process.

52:44 – Build Trust Before the Invitation
The work done before the invitation determines whether people accept the assessment offer.

53:52 – Karl on Space Between the Notes
Karl compares strong communication to music: the space between the notes matters.

54:21 – Do It Over and Over
Coaches should not expect to present like BJ immediately. Repetition builds the skill.

55:18 – Own the Belief
Karl says coaches must own their belief in the simulator, software, operating system, and process.

55:47 – Persistence and Follow-Up
Karl says persistence reflects self-esteem and encourages coaches to follow up confidently.

56:28 – Have Three Bombs Ready
Karl recommends having three powerful statements or insights ready to build authority.

57:17 – What a Bomb Is
A bomb is an insight that makes someone say, “I’ve never heard it explained like that before.”

58:18 – Closing
BJ closes by reminding coaches to use their advisors for ideation, accountability, and support.

Five Key Takeaways

• The 100K Profit Shift workshop is designed to create assessment appointments, not close a full coaching program from the front of the room.
• Small, collaborative rooms work better than lecture-style setups for this version.
• Coaches need to teach the compounding concept clearly before showing the full PAS assessment.
• The invitation to the Profit Challenge is the most important part and should be delivered slowly, confidently, and with the calendar ready.
• Presentation skill matters. Strong questions, silence, pacing, music, humor, and belief all help the coach build trust and authority.

Notable Quotes

“Throw the party and give out the invites.”

“Collaboration is more like getting people around a table.”

“Create rooms of people on a consistent basis.”

“You are building a sequence to invite them to the actual Profit Challenge.”

“A lot of coaches fall soft on making the invitation to go to the next step.”

“You are teaching business growth theory.”

“You want your expertise and your prominence to be improved by being viewed as the thought leader.”

“Your time is valuable.”

“The compound effect is the bedrock around profit acceleration.”

“Time kills deals.”

“I want to invite you to take the Profit Challenge.”

“We’re going to find more than $100,000 in 45 minutes without spending any additional dollars on marketing or advertising.”

“It’s not what you say. It’s how you say it.”

“Own the belief.”

“Have three bombs in your back pocket.”

Action Steps from the Call

1. Watch part one of the 100K Profit Shift training.
2. Download the slides and playbook from the weekly call recording.
3. Plan a small, intimate workshop with a few business owners.
4. Use a roundtable or horseshoe setup instead of lecture seating.
5. Choose a room that fits the group size.
6. Avoid oversized rooms for small groups.
7. Add light background music using a Bluetooth speaker.
8. Consider adding food or refreshments to make the room feel natural.
9. Keep the event around 60 to 90 minutes.
10. Set the expectation early that you will honor the time.
11. Start with brief introductions.
12. Ask opening questions that get attendees talking.
13. Ask what they believe is holding back more profit.
14. Use attendee answers later in the presentation.
15. Present the short Profit Shift slide deck.
16. Study and memorize the simulator training video.
17. Learn to explain the compound effect clearly.
18. Use the simulator to teach business growth theory.
19. Do not reveal all the strategy cards too early.
20. Do not go too deep into the attendee’s specific business during the workshop.
21. Use simple example numbers.
22. Keep percentages small and believable.
23. Introduce the Jumpstart 12 operating system.
24. Briefly explain only a few strategies.
25. Use familiar companies like McDonald’s or Apple as examples.
26. Memorize the $500K business example.
27. Prepare two or three simple profit examples.
28. Use humor, light interaction, and strong facilitation.
29. Do not overtalk or fill every silence.
30. Ask strong questions and let attendees think.
31. Transition with “Here’s what I’d like to do next.”
32. Invite attendees to take the Profit Challenge.
33. Explain that the Profit Challenge uses their numbers and their business.
34. Promise a profit roadmap from the assessment.
35. Deliver the invitation slowly and with conviction.
36. Have your calendar ready in the room.
37. Ask who is available for a specific assessment time.
38. Book assessment appointments before people leave.
39. Use the word “invite” intentionally.
40. Follow up with confidence.
41. Prepare three “bombs” before presenting.
42. Work with your advisor before running the event if you need help.

Resources & Tools Mentioned

• Get Your First Client
• 100K Profit Shift
• Profit Shift Workshop
• Profit Simulation Tool
• Profit Challenge
• PAS / Profit Acceleration Software
• Jumpstart 12
• Weekly Call Recordings
• Slide Deck
• Playbook
• Email Templates
• SMS Templates
• LinkedIn Templates
• Social Post Ideas
• Live Event Mastery
• Live Event Mastery Light
• Coaching Dojo
• Gas Station Test
• Compound Effect
• McDonald’s Example
• Apple Example
• Done-for-You Group Coaching
• Advisor Support
• Exit Acceleration Software
• M&A Partners
• Business Brokers
• Referral Partners
• Accountants
• Flywheel
• Bluetooth Speaker
• Profit Roadmap
• $100K in 45 Minutes Frame