Use the Tools to Close

Key Points:

0:00 – Opening and Welcome
Karl opens the early morning Joint Ask the Expert call with Zoe and welcomes the group.

0:43 – James’s Potential $2,500/Month Client
Karl opens James and mentions that he may have landed his first $2,500/month client.

1:00 – Email Outreach Win
James explains that the prospect came through email outreach, despite that not being his usual approach.

1:20 – Property Investment Business
The prospect owns a property investment business and needs help with marketing, positioning, landing pages, and profit strategy.

1:52 – PAS Creates Excitement
James says the prospect thought he knew his numbers, but once he went through the system, he started seeing the profit opportunity.

2:07 – Asking for $2,500
James considered charging $1,500 or $2,000, then decided to ask for $2,500. The prospect did not flinch.

2:31 – Pricing Confidence
Karl compares James’s experience to RJ raising his fees and landing a $10,000/month client.

3:03 – You Can Always Adjust Down
Karl explains that coaches are often in their own heads about price, but starting higher creates more room.

3:27 – Do Not Lower Lifetime Value
Karl warns that strong coaches who are weak at sales often underprice and turn high-value clients into low-value ones.

4:15 – Build Fee Review Into the Agreement
James explains that he wrote into the agreement that they will review the fee after two months based on actual time and input.

5:19 – Buy Ideal Clients
Karl revisits his three-word strategy for starting a company: buy ideal clients.

5:47 – Ramp-Up Pricing Example
Karl suggests starting a $2,000/month client at $497, then $997, then $1,497, then $1,997 ongoing.

6:40 – Free Coaching With $97 Software Cost
Karl explains the 30-day free coaching frame, with $97 charged to cover hard software costs.

7:26 – Do Not Discount the Long-Term Fee
The goal is to reduce friction upfront without turning a $24K, $36K, or $60K annual client into a $12K client.

8:27 – James’s Conversion Process
James explains that the first call became a 40-minute conversation, then he sent a proposal focused on marketing and profit advisory.

9:13 – Require the Assessment Before Travel
James told the prospect he would not drive to Manchester until they sat down for the system first.

9:26 – Marketing Advisory Plus Profit Advisory
James framed the engagement as roughly 70% marketing advisory and 30% profit advisory, with room to shift as the relationship grows.

10:00 – Bigger Profit Assumptions
The prospect believed some improvements could be much bigger than James’s conservative assumptions.

10:41 – Use the Simulator Before PAS
James explains that he uses the simulator briefly before showing the full assessment so prospects understand compounding.

11:18 – Use the Tool, Not Just Words
Karl reinforces that coaches should use the simulator and software visually, not rely only on speaking.

11:51 – Zoe on Outbound
Zoe says she supports outbound and AI-driven outreach, as long as coaches spend money in the right places.

12:14 – Refinement Matters
James shares that his email outreach improved through repeated refinement, especially after narrowing into business brokers, accountants, and dentists.

12:37 – Sector-Specific Messaging
By narrowing into dentists and looking at margins and relevant industry numbers, outreach began performing better.

13:05 – Outreach Cost
James shares that he spends about $600/month on email outreach that contacts thousands of people with sequences.

13:20 – Paid Outreach Starts Paying Off
After three months of refinement, landing a £2,500/month client makes the investment feel worthwhile.

13:43 – Do Not Stop Other Activities
Karl reminds James not to stop networking, JVs, or other lead generation activities just because one channel starts working.

14:19 – Reinstall What Worked Before
Karl says business owners often stop doing the lead generation activity that originally worked, and coaches can help them turn it back on.

15:32 – Many Legs Under the Table
Karl uses the table-leg analogy to explain why coaches should have multiple lead generation channels.

16:18 – Jacob’s Business Restructure
Karl opens Jacob to explain the three-business structure he is building.

16:47 – Accounting, CFO, and Coaching
Jacob explains that his business started with bookkeeping, then added CFO/controller services, and now coaching connects the other side.

17:27 – Three Sectors Working Together
Jacob says they are tracking each sector separately while also connecting them internally.

17:56 – Messy Books Example
Jacob describes a client whose books were so bad that they needed cleanup before cash flow, CFO, or coaching could happen.

18:19 – Charge for Cleanup First
Jacob explains that they may need to charge $10K to clean the books before moving into deeper advisory work.

18:42 – Baseline Before Coaching
For a client buying and reselling bulk inventory, Jacob says the accounting foundation must be fixed before coaching can begin.

19:04 – Compounding Across Services
Jacob says the business model compounds by moving clients between accounting, CFO/controller support, and coaching.

19:28 – Free Book Inspection
For coaching prospects, Jacob offers a free book inspection to identify whether the numbers are actually reliable.

20:18 – Ten-Question Accounting Diagnostic
Jacob shares that his team uses a five-minute, ten-question call to determine where the client’s books stand.

21:07 – Books Are Usually Not as Clean as Claimed
Many business owners believe their books are in good shape until someone experienced reviews them.

22:04 – Doctor Approach to Coaching
Jacob explains that he is taking a doctor-style approach: diagnose the real problem before prescribing a solution.

22:22 – Keep Asking Why
If a client says the problem is marketing, keep asking why until the deeper cause becomes clear.

22:36 – Treat the Real Issue
Jacob warns that a coach could spend six months on marketing when the real issue is HR, operations, or another underlying problem.

23:14 – Seven Levels to Freedom
Karl says that if you keep asking why, you often end up at the client’s deeper definition of freedom.

24:05 – Accounts Receivable Problem
Karl says if a business has an accounts receivable problem, the owner needs to stop everything and solve it.

24:56 – Scott’s New Photography Client
Karl opens Scott, who says he closed another photographer right before the call.

25:37 – Ideal Client for Photography Launch
Scott’s ideal client is someone who worked in corporate America for decades, always wanted to be a photographer, and now wants to build the business.

25:51 – Passion Into Business
The new client is a retired architect with a passion for photography and a studio setup, but needs help turning it into a business.

26:17 – Launch Factory Fit
Karl connects Scott’s work to Launch Factory, which helps people start businesses instead of only improving existing ones.

27:00 – “I’m Not a Coach” Positioning
Scott says he tells prospects he is not a coach, he helps build businesses. The prospect found that reassuring.

27:44 – $600 Launch Offer
Scott talks about bringing people in at around $600 and building recurring volume.

28:07 – Famous Hollywood Photographer Lead
Scott shares that a lead initially used a fake name, then revealed he was a well-known Hollywood photographer who worked with Jerry Seinfeld.

29:20 – Alter Ego Frame
Karl shifts into the alter ego idea, asking coaches to think about who they can become when making calls or selling.

30:10 – Black Mamba and Todd Herman
Karl references Kobe Bryant’s Black Mamba and Todd Herman’s The Alter Ego Effect.

30:50 – Seinfeld as Writing Alter Ego
Karl shares that when writing his daily joke email, he used Jerry Seinfeld as an alter ego.

31:49 – Chase Davis Cold Call Alter Ego
Karl shares that he used the name Chase Davis years ago when making advertising calls.

33:15 – Zoe’s Alter Ego
Zoe notes in the chat that she used to be Maria, reinforcing that alter egos can help with outreach.

34:47 – Lori’s Focus Shift
Karl opens Lori, who says she is moving from too many squirrels toward more focus.

35:04 – Client Progress Through Quarterly Reviews
Lori says her current clients are doing well and are on track after quarterly reviews.

35:14 – Narrowing the Vision
Lori explains she is realizing she needs to clarify who she helps and what her value is.

36:07 – Big Net First, Then Tighten
Karl says casting a wide net and then narrowing is part of the process.

37:00 – Lori’s Biggest Lesson
Karl asks Lori for the biggest thing she has learned about helping business owners.

37:20 – Build Their Confidence
Lori says the biggest needle mover is building confidence in the business owner.

37:38 – Hold Their Confidence for Them
Lori’s language: she holds the confidence for the client until they are ready to hold it themselves.

38:00 – Sell to Identity
Karl connects this to selling into identity, such as becoming the best business owner or coach they can be.

39:14 – Give Confidence Back to Them
Lori says she holds the confidence at first, then gives it back as they step into their own capability.

40:58 – We Don’t Know What We Don’t Know
Lori’s second insight is that business owners need to gather golden nuggets from podcasts, books, conversations, and curiosity.

41:38 – Warren Buffett and Insight
Karl connects this to Warren Buffett reading to find little insights that can stack on top of a strong foundation.

42:48 – Rick’s Launch Factory Question
Rick asks how Launch Factory applies to business owners who have already started, such as BNI members.

43:21 – Auto Detailing Business Example
Rick discusses a detailer with his own shop and proprietary products who has experience with mobile detailing.

44:19 – Launch Factory Partner Possibility
Karl says the detailing business owner could be a strong partner or mentor for others starting a detailing business.

44:52 – Brick-and-Mortar Plus Mobile Unit
Karl compares it to a restaurant with a food truck and suggests the detailer could also have a mobile unit.

45:35 – Successful People Like to Guide Others
Karl says successful operators often like the idea of helping others start and succeed.

46:02 – Client-Side Launch Factory View
Rick asks whether the client-facing side of Launch Factory is available.

46:33 – Launch Factory Is in Beta
Karl explains that the tool is available by request, but training is still being built out.

47:27 – Launch Factory Tightens Intellectual Property
Karl says Launch Factory can help tighten up intellectual property, but profitability and operating system installation still come first.

48:14 – Do Not Drift Away From Profit Acceleration
Karl cautions that coaches should not abandon Profit Acceleration, because Jumpstart 12 is still the foundation.

49:35 – Ty’s Lawn Care Question
Ty asks whether the landscaping Launch Factory kit can fit a lawn care company.

49:54 – 80/20 Fit
Karl says yes, it may need minor language tightening, but the fit is close enough.

50:23 – Mobile Detailing vs. Shop Detailing
Ty asks whether Mobile Detailing can also work for a shop-based detailer.

50:39 – Brick-and-Mortar Can Add Mobile
Karl says the framework can still work, and the shop owner could consider adding a mobile unit.

51:11 – When to Use Launch vs. PAS
Ty asks whether a business that is one or two years in should use Launch or PAS.

51:36 – Use Jumpstart 12 for Existing Businesses
Karl says for a two-year-old business, he would start with Jumpstart 12/PAS to install the operating system and create profit.

52:04 – Launch Factory Pricing Question
Ty asks about Launch Factory pricing, which ranges from zero to $2,500 in the tool.

52:35 – Startups Need a Different Pricing Frame
Karl says $2,500/month may be high for someone just starting, but Launch still competes against expensive franchise fees.

53:12 – Move Fees Up With Milestones
Karl suggests starting lower and increasing as the client hits milestones.

53:43 – Request Access Through Support
Karl reminds the group to request Launch Factory and Exit Acceleration access through support if needed.

54:14 – Training Coming Soon
Karl says more training for Launch Factory and Exit Acceleration should be added in the next couple of weeks.

54:33 – Upcoming Calls
Karl reminds coaches about Workshop Wednesday, Thursday’s Get Your First Client call, and Monday Group Coaching.

55:03 – Chamber Workshop Preview
Zoe mentions that the next Workshop Wednesday will cover using your chamber with zero ad spend.

Five Key Takeaways

• Coaches should not underprice just because they feel unsure in the sales process.
• The simulator is a powerful way to explain compounding before showing the full PAS assessment.
• Lead generation should have multiple legs: outbound, networking, JVs, workshops, referrals, and other channels.
• Launch Factory is best for helping people start businesses, while Jumpstart 12/PAS is usually the better starting point for existing businesses.
• A strong coach helps clients build confidence, diagnose the real problem, and focus on profit before getting distracted by branding, websites, or intellectual property.

Notable Quotes

“Buy ideal clients.”

“Don’t take down your lifetime value.”

“I want to use your eyes to my advantage.”

“Make sure you’re using your tool.”

“Refinement, refinement, refinement.”

“It works so well, I no longer do it.”

“You’ve got to diagnose the real problem.”

“I’m not a coach. I help build businesses.”

“Let me hold that piece of confidence for you.”

“Build a business you could sell tomorrow but don’t want to.”

“Successful people want to guide other people to success.”

“The foundation is Jumpstart 12.”

Action Steps from the Call

1. Use the simulator before PAS to show compounding.
2. Avoid underpricing because of sales discomfort.
3. Consider a ramp-up model instead of lowering the long-term fee.
4. Use the $97 software-cost frame when offering a 30-day test drive.
5. Put fee review language into agreements when the scope may expand.
6. Track your time when a client may require more support than normal.
7. Use PAS to justify your fee with visible profit opportunity.
8. Frame work as profit advisory, not just marketing or tactical help.
9. Keep using multiple lead generation channels.
10. If one lead source starts working, do not stop the others.
11. Ask clients what originally worked to generate leads.
12. Help clients reinstall lead sources they stopped using.
13. Build several “legs under the table” for your own lead generation.
14. Use email outreach only after refining the message and target market.
15. Create sector-specific messaging when doing outbound.
16. Use business brokers, accountants, dentists, or other niche groups as targeted campaigns.
17. Review a client’s books before doing coaching if the numbers are unreliable.
18. Offer a free book inspection if it fits your model.
19. Diagnose before prescribing.
20. Keep asking why until the real issue appears.
21. Solve accounts receivable problems quickly when they exist.
22. Use Launch Factory with people who want to start a business.
23. Use Launch Factory with hobbyists or retired professionals who want to turn a passion into a business.
24. Consider saying “I help build businesses” instead of “I’m a coach” when that lands better.
25. Use an alter ego if it helps you make calls or sell with more confidence.
26. Help clients build their own confidence and identity as business owners.
27. Use books, podcasts, and conversations to gather insights.
28. Use Launch Factory with service-based startup opportunities like photography, detailing, landscaping, and lawn care.
29. Use Jumpstart 12/PAS first for businesses already operating for a year or two.
30. Price Launch Factory based on startup stage, value, and milestones.
31. Request beta access to Launch Factory or Exit Acceleration if needed.
32. Attend the chamber workshop training on using your chamber with zero ad spend.

Resources & Tools Mentioned

• Joint Ask the Expert
• Profit Acceleration Software / PAS
• Simulator
• Launch Factory
• Non-Franchise Franchise
• Exit Acceleration Software
• Jumpstart 12
• $97 Test Drive
• Email Outreach
• AI Outbound
• Business Brokers
• Accountants
• Dentists
• Property Investment Business
• Positioning Workshop
• Landing Pages
• Marketing Advisory
• Profit Advisory
• Lead Generation
• PAS 40
• Accounting Cleanup
• CFO / Controller Services
• Free Book Inspection
• Doctor Approach
• Accounts Receivable
• Photography Business
• Corporate America
• Launch Factory Photography Kit
• Jerry Seinfeld
• The Alter Ego Effect
• Todd Herman
• Kobe Bryant / Black Mamba
• Daily Email
• Business Coaching Secrets
• Quarterly Reviews
• BNI
• Auto Detailing
• Mobile Detailing
• Lawn Care
• Landscaping
• Chamber Workshop
• Monday Group Coaching
• Workshop Wednesday
• Get Your First Client