Use the Three Exit Doors

Key Points:

0:00 – Opening and Welcome
BJ opens the call, welcomes the group, and jokes about thinking it was Thursday when it was actually Wednesday.

1:38 – Call Setup
BJ explains that the call will cover how to have conversations with business owners that can lead into Exit Acceleration coaching.

3:00 – Exit Calls Going Forward
Future Exit calls will include conversation strategy, lead generation strategy, software training, joint venture opportunities, and direct business owner engagement.

4:18 – Submit Your Question Link
BJ and John remind coaches that they can submit questions inside the weekly calls area of PAS.

6:28 – Core Training Setup
BJ explains that this training will become part of the core Exit training because it covers essential conversations for building an exit-focused coaching practice.

7:30 – Exit Is Not One-Dimensional
BJ explains that some owners are ready to sell soon, while others may need years of preparation before a sale.

8:10 – Different Engagement Timelines
Some owners may need a multi-year exit preparation plan, while others may need a six-month readiness sprint.

9:32 – Why Exit Matters Now
BJ says a large percentage of businesses will change hands in the next five to 10 years, driven partly by the Silver Tsunami and natural business transitions.

10:44 – Magnetic Factor and Three Doors
BJ connects the Exit conversation to the Magnetic Factor and the Three Doors concept from Get Your First Three Clients.

11:13 – Always Have a Plan
Every conversation should be ready to go somewhere instead of relying only on vague follow-up.

11:46 – Follow-Up Challenges
The group names common follow-up problems: people are busy, they ghost, they forget details, and they need to be reeducated.

13:35 – Three Invitations Ready
The Three Doors strategy means having three invitations ready at all times and choosing the right one based on the conversation.

14:32 – Every Business Owner Is a Door
BJ explains that every business owner will eventually decide whether to sell, close, or liquidate.

16:26 – Door One: Conversation
Door One is a deeper conversation. The coach uses better questions to understand the owner’s future, fatigue, and next chapter.

16:57 – Park Bench Theory
BJ references Park Bench Theory as the skill of asking stronger, deeper questions.

17:30 – Door Two: Exit Readiness Score
Door Two is the online two-minute assessment, which will be available through the coach’s website and can be shared by link.

18:25 – Door Three: Exit Readiness Challenge
Door Three is the Exit Readiness Challenge, the deeper assessment conversation that helps identify the gap of opportunity.

19:25 – Chamber Function Example
BJ gives an example of a business owner saying business is good but they are tired and have been doing it a long time.

20:25 – Ask About the Next Chapter
Instead of asking only whether they have thought about selling, BJ suggests asking what their next chapter would look like.

21:03 – Avoid Surface-Level Questions
“Have you thought about selling?” is not wrong, but it can be too shallow and may not create enough curiosity.

22:21 – Real-Life Breakfast Story
BJ shares that someone recently said a friend had been thinking about “what’s next” and what it would mean to unload two businesses.

23:30 – Deeper Questions Create Lean-In
When coaches ask questions that match what owners are already thinking, owners are more likely to lean into the conversation.

24:09 – Coaching Dojo Example
BJ shows how to use the Coaching Dojo to create future-focused exit conversation starters.

25:16 – Sample Exit Questions
The Dojo generates open-ended questions about stepping back, the perfect price, the next chapter, legacy, and ideal transition.

26:25 – Build 10 Conversation Starters
Coaches are encouraged to create and memorize about 10 strong exit conversation starters for different settings.

28:24 – Listen for Signals
Owners may say “someday,” “five years,” “my kids might take over,” or “I’ve never really thought about it.” These clues help decide the next invitation.

29:00 – Make the Invitation
Instead of leaving a conversation with generic follow-up, coaches should make an invitation on the spot when appropriate.

29:18 – Exit Readiness Score Pitch
BJ gives simple language for inviting someone to take the two-minute Exit Readiness Score.

30:52 – Exit Readiness Challenge Pitch
BJ gives the larger invitation: sit down and show how to sell the business for 20% to 50% more than expected in record time.

31:56 – Offer Specific Times
Coaches should be ready with two or three time options instead of asking the owner to figure out the schedule.

32:47 – A No to One Door Is Not a No to All Doors
If someone declines the Exit Readiness Challenge, the coach can offer the Exit Readiness Score or another conversation.

33:17 – Emotional Reality of Exit
Some owners have never thought through the practical or emotional reality of selling their business.

34:28 – Do Not Wing It
BJ warns that winging it creates lost opportunities. Preparedness creates trust and curiosity.

36:11 – The Doors Do Not Have to Be Sequential
Coaches do not need to move through Door One, Two, and Three in order. They should use judgment based on the conversation.

37:04 – Every Conversation Needs a Next Step
The main point is that every conversation should lead to an invitation, not vagueness.

38:40 – Action Builds Confidence
Confidence grows through action, repetition, and having real conversations.

40:03 – Customize the Invitations
BJ says coaches can put the invitations into their own words using the Coaching Dojo, while keeping the core message intact.

40:36 – Exit Dojo Agent Coming
Torie notes that an Exit Dojo agent is coming soon.

41:19 – Daniel on Exit Planning Institute
Daniel shares thoughts from the Exit Planning Institute and the value of connecting with M&A attorneys, wealth planners, estate planners, and other exit professionals.

45:26 – Owner Reliance Question
BJ explains that the software and future Dojo support will help coaches talk with owners whose businesses are highly dependent on them.

46:18 – Group Presentation Question
A coach asks how to use this in a keynote or group setting. BJ recommends using QR codes, resources, and a next step such as an assessment or conversation.

49:28 – Online Assessment for JV Partners
Ty asks whether business brokers and M&A partners could send the assessment to prospects. BJ confirms that is exactly why the tool was created.

51:44 – Financials Update
BJ shows a new custom multiple option in the Exit software’s financials area.

52:18 – Custom Multiple Guidance
Coaches can override the default multiple when they understand the industry or need a lender-style multiple, but BJ warns against using unrealistic numbers.

54:30 – Handling Emotional Valuation Conversations
BJ says coaches will need to handle valuation disappointment with candor and grace.

55:38 – When You Do Not Know the Answer
If stumped, coaches can tell the business owner they will check with their coaching team and come back with a thoughtful answer.

57:07 – Happy Hour Reminder
BJ closes by reminding everyone about Happy Hour and the value of community.

Five Key Takeaways

• Exit conversations should not rely on vague follow-up. Coaches need a clear next-step invitation ready.

• The three exit doors are: a deeper conversation, the Exit Readiness Score, and the Exit Readiness Challenge.

• Better questions create better conversations. “What’s next for you?” can open more than “Have you thought about selling?”

• Coaches should use the Coaching Dojo to build and practice future-focused conversation starters.

• Preparedness matters. Business owners can sense when a coach is ready, strategic, and able to guide them.

Notable Quotes

“Every single business owner you meet is a door that either you open or you walk past.”

“Always have a plan.”

“Have three invitations ready at all times.”

“Have you ever thought about your next chapter?”

“Every single conversation should lead to a next invitation.”

“A no to one door is not a no to all three.”

“Do not wing it.”

“Action, action, action.”

“Repetition, repetition, repetition.”

“You are their guide.”

Action Steps from the Call

1. Submit Exit questions through the Weekly Calls area in PAS.

2. Review the Magnetic Factor and Three Doors training.

3. Create 10 future-focused exit conversation starters using the Coaching Dojo.

4. Practice asking deeper questions about the owner’s next chapter, legacy, and ideal transition.

5. Keep the three exit invitations ready: conversation, Exit Readiness Score, and Exit Readiness Challenge.

6. Use the Exit Readiness Score link once it is available.

7. Practice the Exit Readiness Challenge invitation until it sounds natural.

8. Offer two or three specific times when inviting someone to the next step.

9. Review the Exit software training on owner reliance, profitability, and systems.

10. Use the custom multiple field only when you understand the industry or have a clear reason.

Resources & Tools Mentioned

• Exit Acceleration
• PAS
• Weekly Calls Question Form
• Magnetic Factor
• Three Doors
• Park Bench Theory
• Coaching Dojo
• Nadia
• Exit Readiness Score
• Exit Readiness Challenge
• Exit Software Financials