Sell the Test Drive

Time-Stamped Key Points

0:00 – Call Framing
John opens by explaining that Advanced Strategy Mastermind is normally for coaches with clients, but he starts by asking what Joe and Andrew would find most useful.

0:42 – Joe’s Contractor Webinar Challenge
Joe shares that he is targeting contractors and remodelers with a 7 PM live webinar but only has one person signed up so far.

1:03 – Emails Getting Opens, Not Clicks
Joe explains that he is getting email opens but not enough clicks to the landing page or registrations.

1:43 – Early Events Often Start Small
John shares that his first live event had one attendee, then three, then four, and eventually averaged around eight once referrals and testimonials built up.

2:29 – Call the List
John suggests calling people directly and referencing the workshop invite email.

3:18 – Ask for Referrals Even If They Decline
If someone is not interested or cannot attend, ask whether they know someone else who would benefit.

4:07 – Andrew Affirms the Referral Ask
Andrew confirms that asking for one or two people who might be interested has worked in previous companies.

5:18 – Andrew’s Background
Andrew shares his background in educational sales, leadership training, and life success coaching.

5:50 – New Focused.com Member
Andrew explains that he joined about three weeks earlier, is working with Bill, and is focused on getting his first client.

6:26 – Local Market Opportunity
Andrew is in Rock Hill, South Carolina, near Charlotte, with a growing county and many new businesses.

7:00 – Positioning Question
John asks Andrew what he would say if a business owner asked what makes him special.

7:42 – AI Objection Practice
John challenges Andrew by saying a business owner might think they can use AI instead.

7:44 – Andrew’s Response
Andrew explains that Profit Acceleration Operating System is unique, focused on 12 specific business areas, and can provide a no-cost demonstration and 17-page customized report.

8:31 – Jacob Introduction
Jacob shares that he has been with Focused.com for about a week and a half or two weeks.

9:01 – Jacob’s Background
Jacob explains his military background, sales experience, accounting firm partnership, and move toward advisory services.

10:15 – From Sales Rep to Systems Builder
Jacob shares that he realized he was making other people money and wanted to build and own the system himself.

11:10 – Accounting Firm and Advisory Model
Jacob and his sister started an accounting firm, and he is helping evolve it into a broader advisory firm.

12:40 – New York State Systems Commentary
Jacob discusses his experience with the Department of Corrections and frustration with poorly used systems.

14:16 – Sales Experience Advantage
John notes that coaches with sales experience tend to do well in this program.

15:31 – Selling Through Service
Jacob explains that his shift in sales came when he stopped focusing only on the product and started asking what he could do for the person.

16:28 – Christopher’s First Client Focus
Christopher says he is still working on getting his first client and wants anything that helps move in that direction.

17:51 – Operating System vs. Joint Venture System
Christopher reflects that a local networking group may help businesses with joint ventures, but what they really need is a broader operating system.

18:12 – Profitability and Sustainability
Christopher notes that profitability and sustainability are closely tied because a business that is not profitable is not sustainable.

19:22 – First Client Training Path
John recommends focusing myopically on the Get Your First Three Clients page inside the software.

20:33 – Simulator and Offer Clarity
John says coaches need to master the simulator, articulate the problems they solve, and present a clear next step.

21:39 – Rush Toward 100 Rejections
John references Karl’s advice to rush toward 100 rejections because rejection loses its sting and improves the coach’s ability to adapt.

22:37 – Pitch Experience
Christopher explains that while he does not have traditional sales experience, he has high-level presentation and pitch experience from agency work.

23:27 – Discounted Money Frame
Christopher explains that executives may be hard to convince, but nobody turns down discounted money.

24:07 – Coach Phil Introduction
Coach Phil says he is mostly there to listen and see what he is doing right, wrong, or could improve.

25:19 – Building After Selling
Coach Phil says he already sold a program and is now building it, referencing Brian Tracy’s idea of selling the program first and then building it.

26:19 – The Bad Side of AI
Coach Phil shares that AI can produce inconsistent outputs, miss the point, or change logos, colors, and themes if not properly guided.

27:09 – AI Project Setup Lessons
Coach Phil explains that it helps to use a paid account, create a project, give AI a detailed synopsis, and clarify the desired end result.

27:31 – 12-Week Sales Program
Coach Phil is building a 12-week virtual program using applied improv, evidence-based exercises, negotiation psychology, and sales leadership coaching.

28:31 – Jacob’s AI Tool Stack
Jacob mentions using Perplexity for research, OpenAI for action plans and text, and Copilot for implementation.

29:02 – Give AI a Guideline and Memory
Jacob explains that AI needs a manuscript, guidelines, and long-term memory so it does not lose track of brand assets or context.

30:18 – Virtual Training Challenge
Coach Phil explains that virtual delivery requires high energy and strong engagement because keeping people involved online is difficult.

31:02 – AI Plus Human Direction
Coach Phil says the process is not just AI. It is him knowing what he wants and using AI to help build toward that outcome.

32:19 – Terrible Content Creator Realization
Coach Phil says he is good at coaching but not naturally strong at content or course creation.

32:38 – Michael Garrett Check-In
Michael says he is there to absorb tips and become dangerous.

32:51 – Scott Skoldager Check-In
Scott says he is also trying to absorb and learn what questions to ask.

33:22 – Which Calls to Attend
John clarifies that coaches still trying to get their first client should focus on Thursday’s Get Your First Client call, Tuesday’s Q&A with Karl, and relevant Wednesday workshops.

34:20 – Focus on Prospecting
John says newer coaches should prioritize getting good with the simulator, PAS, prospecting, lead building, and their ideal client profile.

35:00 – Customizing Products and Offers Training
John shows where to find the training inside FBS: Training, Business Fundamentals, Customizing Your Products and Offerings.

35:46 – Clear Offers Close
John repeats Karl’s point that insanely clear offers close at an insanely high rate.

36:07 – Sales Training Resource
John points out the new Sales Training section and introduces the three-layer framework.

36:21 – Three-Layer Sales Framework
The layers are authority and positioning, structured conversion conversation, and expansion and lifetime value.

36:50 – Offer Language
John gives the offer structure: what he recommends, how it works, what it costs, and what happens next.

37:01 – Preempt Objections
Before pricing, coaches should confirm the value of the opportunity and connect it back to the prospect’s stated goals.

37:57 – Two Offer Levels Example
John gives an example of presenting platinum and gold package options.

38:20 – Results Guarantee and Gym Analogy
John explains that the guarantee depends on the client doing the work, like joining a gym.

38:54 – Ask for Payment
John walks through asking for payment preference and sending the payment link or QR code.

39:16 – Objection Handling Process
The process is to listen fully, respond with empathy, transition with a clarifying question, and then provide a logical perspective.

39:42 – “I Can’t Afford It” Objection
John models responding to a cost objection by connecting the investment to the profit uncovered in the assessment.

40:40 – Do Not Take No Too Easily
John says coaches should not abandon business owners at the first objection when the owner clearly needs help.

41:12 – Tie Back to Their Desired Future
Use the prospect’s earlier answers about payroll, college funds, vacation, and workload to create ethical urgency.

42:09 – Ethical Urgency
John frames urgency as ethical when it is built around what happens if they do nothing.

42:46 – Adrian Marketing Training Resource
John shares the original Adrian training, “Everything You’ve Ever Learned About Marketing and Advertising Is Wrong.”

43:36 – Slide Style Note
John notes that the slides are older and word-heavy, but the presentation itself is excellent.

44:41 – Creativity and Repetition Advertising
John explains Adrian’s distinction between comparative value-based marketing and creativity/repetition advertising.

45:13 – Ford Advertising Example
John uses Ford as an example of mass advertising that reaches many people but only speaks directly to the small percentage ready to buy now.

46:04 – Geico Gecko Example
Christopher notes he worked on Geico before the Gecko, and the group uses the Gecko as an example of entertaining creativity and repetition advertising.

47:15 – Ty Check-In
Ty joins late and asks for the links shared earlier.

48:35 – Scaled Pricing Question
Andrew asks about scaling the price when someone cannot do the full price.

49:05 – Scaled Pricing Works
John says scaled pricing is one of Karl’s go-to recommendations when coaches are getting conversations but not closing enough.

49:33 – Bill Explains the $97 Test Drive
Bill explains how he built a $97 test drive offer after listening to Karl’s podcasts.

50:20 – Find Low-Hanging Fruit
Bill targets business owners already spending on advertising, such as wrapped trucks, billboards, door hangers, and postcards.

51:10 – Pattern Interrupt Cold Call
Bill calls a prospect and references their advertising, then says he is helping an accountant grow and asks whether they use a bookkeeper or accountant.

51:53 – Transition to Coaching Need
As the prospect talks, Bill listens for pain and says, “It sounds like what you really need is a business coach.”

52:42 – $97 Test Drive Offer
If the prospect does not say yes or no after the assessment, Bill introduces the test drive program.

53:03 – Test Drive Pricing Ramp
Bill gives an example: first month free, second month $297, third month $497, and fourth month $997.

53:31 – Fire Me If It Does Not Pay
Bill frames the test drive as: if his fees are not paying for themselves after four months, the client can fire him.

53:46 – 40% Close Rate
Bill says he is closing around 40% of those people with the test drive approach.

54:07 – Closing Line
John closes with Nikki Gianni’s phrase: “Live long and prospect.”

Five Key Takeaways

• Small webinars and events can still work, even with one person. The first few are usually low attendance.
• When someone cannot attend or is not interested, ask who else they know who might benefit.
• Coaches need a clear answer to “Why should I pay you?” and a low-risk next step.
• The simulator and PAS can become the sales presentation when the coach knows how to guide the conversation.
• The $97 test drive creates a low-risk way for hesitant prospects to experience value and move toward a larger coaching engagement.

Notable Quotes

“If you can get one person in there, you got one person in there.”

“Do you know of others who would find this valuable?”

“Knowledge has zero power unless it’s shared.”

“If sustainability is your goal, then profitability has to be your priority.”

“Rush headlong towards 100 rejections.”

“I’ve never seen anybody turn down discounted money.”

“Clarity builds confidence that you can deliver.”

“Do not take no for an answer.”

“What happens if you do nothing?”

“Everything you’ve ever learned about marketing and advertising is wrong.”

“Live long and prospect.”

Action Steps from the Call

1. If you are hosting a webinar, keep going even if only one person registers.
2. Call the people who received your email invite.
3. Reference the email directly when you call.
4. Tell prospects the workshop is not a sales pitch and will give them practical ideas.
5. If they cannot attend, ask who else may benefit.
6. Use referral asks even with people who decline.
7. Master the simulator before overcomplicating lead gen.
8. Build a clear answer to what makes you different.
9. Avoid relying on AI as the whole differentiator.
10. Explain the proprietary 12-area Profit Acceleration process.
11. Offer a no-cost demonstration and customized report when appropriate.
12. Focus on the Get Your First Three Clients page if you are still getting client one.
13. Use the Thursday call for first-client strategy.
14. Use Tuesday’s call for Q&A with Karl.
15. Use Wednesday workshops when the topic applies.
16. Build your ideal client profile.
17. Work through the Customizing Your Products and Offerings training.
18. Review the Sales Training section.
19. Use the three-layer framework: authority, structured conversation, and lifetime value.
20. Preempt objections before pricing.
21. Confirm the value of the opportunity before discussing price.
22. Use risk reversal when appropriate.
23. Listen fully to objections.
24. Ask clarifying questions before responding.
25. Use ethical urgency by asking what happens if they do nothing.
26. Do not accept the first vague no if the client clearly needs help.
27. Study Adrian’s marketing presentation.
28. Look for prospects already spending money on advertising.
29. Use pattern interrupts when cold calling.
30. Offer a $97 test drive when a prospect is hesitant but qualified.

Resources & Tools Mentioned

• Advanced Strategy Mastermind
• Profit Acceleration Software / PAS
• Profit Acceleration Simulator
• Get Your First Three Clients Page
• FBS
• Business Fundamentals Training
• Customizing Your Products and Offerings
• Sales Training
• Three-Layer Sales Framework
• Authority and Positioning
• Structured Conversion Conversation
• Expansion and Lifetime Value
• Answering Questions and Objections
• Profit Acceleration PowerPoint
• Claude
• ChatGPT
• Perplexity
• OpenAI
• Copilot
• Manus
• NotebookLM / Gemini Notebook
• Applied Improv
• Hostage Negotiation Psychology
• Brian Tracy
• Comparative Value-Based Marketing
• Creativity and Repetition Advertising
• Adrian Ulsh Marketing Presentation
• Ford Advertising Example
• Geico Gecko
• Conversion Equation Evaluator
• $97 Test Drive
• Scaled Pricing
• Contractor / Remodeler Webinar
• Live Webinar
• Facebook
• SCORE-style Referral Asking