Customize the Coach-Building Path

Key Points:

0:09 – Opening and Welcome
Karl opens the call with music, light banter, and a quick update that his back is improving.

0:45 – Joe’s Team Meeting Update
Joe shares that he just finished a meeting with his coaching team and is finally getting coaches to buy into running events.

1:00 – Events Create Momentum
Joe says he reminds his team that when he started, he ran 13 live events in 13 weeks and filled his calendar.

1:11 – Micro Workshop Format Working
Joe says his coaches liked BJ’s simple workshop approach from the prior Thursday call.

1:53 – Workshop Slides Location
The group clarifies that the workshop slides are available inside the recording of the actual Get Your First Client call.

2:28 – Throw Your Own Party Frame
Karl explains the workshop concept as moving from trying to get invited to the party to throwing your own party and giving out the invites.

2:45 – Live Event Mastery Light
BJ describes the workshop as a very light version of Live Event Mastery, designed to help coaches get momentum with a simple format.

3:37 – Thursday Calls Are for Momentum
BJ explains that Thursday calls are becoming a place for practical training that helps coaches get their first client.

4:20 – Tom’s First Coach
Karl opens Tom and congratulates him for bringing in his first coach.

4:48 – SBDC Consultant Recruit
Tom says his new coach is currently a consultant with the SBDC and has helped startups for years.

5:20 – SBDC Connection
Karl mentions several Focused coaches connected to the SBDC world, including Lori and Rodney.

5:49 – RJ’s Mastermind Update
Karl opens RJ and notes that he is becoming well known inside the group.

6:10 – RJ’s Mastermind Format
RJ shares that he hosted a mastermind with potential coaches, coaching clients, existing clients, and referral partners.

6:35 – Three Pillars
RJ’s three pillars are: accelerate profit, reclaim time, and amplify impact.

7:09 – Former CEO Prospect
RJ discusses a former CEO of RevLocal who may be interested but is cautious about jumping in too deeply.

8:00 – Start With One Client
Karl suggests positioning the opportunity as simply learning the content and getting one client, instead of making it feel like a massive commitment.

8:46 – New Coach From Vacation
RJ shares that he recruited another coach from a vacation relationship.

9:00 – MMA and Sales Background
The new coach is a jiu-jitsu black belt, former professional MMA fighter, and top sales performer at a company likely to be acquired.

9:40 – Always Be Networking
Karl reframes ABC from “always be closing” to “always be networking.”

10:04 – Semi-Retired Identity
RJ talks about being semi-retired for the rest of his life and working around 25 to 30 hours per week.

10:42 – BJ on Customizing the Path
BJ emphasizes that every prospect has a reason, and the Partner needs to help them see a simple path that matches that reason.

11:20 – Reduce Overwhelm for New Coaches
BJ says many prospects cannot process the entire system at once, so it helps to frame the first step as getting one or two clients.

12:30 – Show Them Their Path
BJ explains that scripts matter, but the bigger move is showing the prospect their own path, not just a generic path.

13:00 – Lower Quotas Can Increase Action
Karl shares the idea that lower, less intimidating quotas can get people moving faster.

14:11 – Coaches With Day Jobs
RJ says his first three coaches all have strong day jobs, but they want freedom and an exit ramp.

15:44 – Focus on Client Number One
BJ explains that for people with day jobs, the priority is client number one, not clients two through five.

16:16 – Help Coaches Choose Their Lead Gen Path
Partners should help coaches sort through lead generation options so they do not drift or waste mental energy.

17:00 – Add Notes on New Coaches
BJ reminds Partners to add detailed notes to the sign-up form so advisors understand the coach’s background, job situation, and goals.

17:41 – Notes Help the Advisor
The notes let advisors start the first call with useful context and show the new coach that the team is coordinated.

18:30 – Business Acceleration OS Updates
BJ explains that the call will cover updates on Launch, Exit, and the broader Business Acceleration OS direction.

19:35 – Service-Based Launch Kit Released
Torie shares that the general service-based business kit has been released.

19:57 – Use Specific Kits When Available
If a specific industry kit exists, coaches should use that one because the playbook, guide, examples, financials, and forms are tailored to that industry.

20:35 – Launch Onboarding Coming
Torie explains that Launch onboarding is being built, similar to the process for Done-for-You Group Coaching.

21:00 – Launch Sequence and Positioning
The onboarding will help coaches understand the process, use it properly, and position it well.

21:40 – Home Organizer Kit Coming Next
Torie says the next specific Launch Factory kit will be Home Organizer.

22:00 – 30 Kits Planned
There are 30 planned kits, and Partners can request specific industries to move up the list.

22:22 – Affiliate and Launch Marketing Suite Process
Torie says the team is finishing processes for the affiliate program and Launch Marketing Suite signups.

22:40 – Franchisable Business Criteria
Karl explains that Launch Factory kits are aimed at businesses that can be learned quickly and operated well within about 90 days.

23:05 – Starter Businesses Can Still Be Big
Karl warns against dismissing “starter businesses,” giving examples like 7-Eleven, McDonald’s, and cleaning companies that can become very profitable.

24:00 – Boat Detailing Example
Karl shares an example of a young person building a successful boat detailing business as a starter business.

25:00 – Case Studies Coming
Torie says the team will begin building case studies to show what is possible with these types of businesses.

25:30 – Launch Software Updates
Torie says updates are coming to how Launch connects with the coaching portal and how it moves out of beta.

26:11 – AI and Business Formation
Karl explains that AI is creating fear of displacement, which is leading more people to think about starting businesses.

26:52 – Franchise Alternative Frame
Karl says Launch Factory is intended to do to franchising what Uber did to taxis.

27:45 – Franchise Horror Stories
Torie explains that many people buy franchises because they want structure and safety, but they often take on major debt and restrictions.

28:30 – Franchise-Like Structure Without Franchise Debt
Launch gives clients the website, marketing materials, pricing, services, support, and coaching without franchise-level upfront costs.

30:21 – How to Socialize Launch With Coach Prospects
BJ says Partners should listen for prospects who have owned businesses before, like startups, or are interested in smaller businesses.

31:17 – Surprise and Delight After Signup
BJ suggests that once a coach signs up, Partners can introduce Launch and Exit as extra tools without overwhelming them in the sales conversation.

32:50 – Ball Rolling Down the Street
BJ reminds Partners that many people already want to start businesses, so Launch is aligned with an existing market pull.

33:35 – Launch Is Step-by-Step
Launch is designed for simplicity because many end users may still have day jobs or other obligations.

34:16 – Share Feedback
Partners are encouraged to report what prospects say as they introduce Launch and Exit.

35:00 – Avoid Too Much Too Soon
BJ emphasizes that too much information can hurt the conversation, so Partners should use the right tool at the right time.

36:00 – Exit Training Location
BJ shows where Exit training lives inside the software under the Exit area.

36:40 – Exit Software Training Videos
The training videos explain how to use the Exit software and how to think through the software process.

37:20 – 11 Exit Factor Videos
All 11 Exit factor overview videos are now available.

37:40 – Exit Factor Training Purpose
The videos explain each factor, how to coach it, and what the deliverable should be for the client.

38:00 – Exit Certification Coming
A certification quiz or guided assessment is coming soon, with a required passing score.

38:30 – All-Coach Exit Call Next Tuesday
BJ says the next Tuesday 5 PM ET slot will be an all-coach call focused on Exit Acceleration.

39:09 – All-Coach Launch Call on September 9
The following all-coach call will focus on Launch.

39:10 – Exit Brochures Ready
Torie says Exit brochures are ready, but the personalized links and related call assets are still being set up.

39:55 – Launch Brochure Coming Later
Torie says Launch brochures will come a little later, after Exit brochures.

40:17 – Start, Grow, Exit Frame
Karl reminds the group to keep the three-word frame clear: Start, Grow, Exit.

40:45 – PAS Is Still the Foundation
Karl explains that Profit Acceleration and Jumpstart 12 remain the foundation for Launch and Exit.

41:20 – Three Reasons Businesses Do Not Sell
Businesses do not sell because they are not profitable, not systematized, or too owner-reliant.

42:00 – Launch Points to Grow
BJ explains that after someone launches a business, the next natural step is growth.

42:40 – Grow Points to Exit
As a coach helps the client grow, they can also begin socializing the idea of eventually building a sellable business.

43:30 – Financial Services Prospects May Like Exit
CPAs, accountants, financial planners, and M&A professionals may be most attracted to Exit Acceleration.

44:27 – Neil’s Client Portal Question
Neil asks how Exit strategies that point back to PAS connect with the client portal.

44:41 – Exit Is Currently Its Own Ecosystem
BJ explains that Exit currently lives in its own area and is not fully inside the coaching portal yet.

45:20 – Some Exit Work Is PAS-Heavy
A client may need to focus heavily on PAS if profitability is the main issue.

45:45 – Some Exit Work Is Operational
Other Exit clients may need more work on team structure, systems, processes, and owner reliance.

46:30 – Use Cases Will Improve With Feedback
BJ says training and use cases will be refined as coaches give feedback from real client work.

47:00 – Partner Training Needs Discussion
BJ asks Partners what support, resources, or training they need most to build coaching teams.

48:14 – Joe Asks for Closing and Objections Help
Joe says he is in a slump and keeps getting the same objection: prospects want a week or ten days and then ghost.

50:13 – Joe’s Close and Ramp-Up Model
Joe explains that he is scaling clients in from $397 and bumping up about $300 per month.

51:02 – Confirm They Are at a 10 Before Price
Joe says he asks where they are on a scale of 1 to 10 before discussing finances.

51:45 – Present the Full Fee First
Karl asks whether Joe presents the full $1,497 first before offering the ramp-up.

52:30 – Use the $97 First Month Frame
Karl suggests offering month one at $97, then ramping up from there, to secure the credit card and commitment.

53:30 – Warren Buffett Decision Frame
Karl suggests using the idea that Warren Buffett’s superpower is making hard decisions quickly.

54:30 – United Way Delay Example
Joe shares a specific prospect who is waiting on a $188,000 United Way consulting deal.

55:28 – Identify the Real Objection
BJ says the key is often finding the actual reason the prospect is not saying yes yet.

56:00 – Ask the Direct Question
BJ suggests asking, “What is the one thing that, if we solved it, would cause you to say yes today?”

56:45 – Spousal Objection Example
BJ explains that people may hide the real barrier, such as needing spousal approval or fearing the spouse’s objection.

57:30 – Get the Credit Card
BJ says the goal is to get some commitment, even if the first payment is refundable.

58:36 – Lean Into the Objection
Karl says he leans directly into the objection instead of avoiding it.

59:30 – Belief Drives the Close
Karl explains that his level of belief is what helps him close because he believes letting the prospect leave without committing can hurt them.

1:00:30 – Installer vs. Winger
Karl says prospects who are winging everything need the operating system and structure instead of continuing to improvise.

1:01:20 – Refundable $97 Option
BJ suggests offering the first month for $97 and making it refundable if the prospect ultimately decides it is not a fit.

1:03:00 – The Slump Is Part of Business
BJ reminds Joe that this is not his last slump, and the only way through it is to keep going.

1:04:22 – All-Coach Call Reminder
BJ reminds the group about the next all-coach Exit Acceleration call.

1:05:20 – Hugh’s Funnel Feedback
Hugh asks for more conversation around niche-specific funnels, opt-ins, and messaging for different coach avatars.

1:06:35 – Match Message to Market
Hugh explains that different coach prospects need different pages, reports, and messaging based on their background or niche.

1:07:18 – Examples of Niche Coach Audiences
Examples include new coaches, executives transitioning from corporate, military backgrounds, digital marketers, accountants, and business brokers.

1:08:30 – Metrics and Paid Lead Gen
Hugh says it would help to discuss expectations, spend, results, and metrics around different paid lead generation channels.

1:10:00 – Niching and Customization
Karl and BJ agree that the need is really about niching down and matching the audience with the right message.

1:11:17 – Customize Funnels and Assets
BJ and Torie explain that Partners can customize funnels, reports, calculator copy, templates, and assets for their audiences.

1:12:30 – Show Examples of Customized Assets
Hugh asks to see examples of how other Partners have successfully customized templates.

1:13:20 – Closing
The call closes with agreement that customized funnel examples would be valuable future training.

Five Key Takeaways

• New coaches need a clear first-client path, especially if they are still working full time.
• Launch Factory works best with simple, franchisable service businesses that can be started quickly and supported with step-by-step structure.
• Exit Acceleration is now far enough along for all-coach training, with software training and all 11 factor videos available.
• Partners should avoid overwhelming prospects with Start, Grow, Exit all at once and instead match the message to the prospect.
• Future Partner training should include more help with niche-specific funnels, customized templates, paid lead generation metrics, and objection handling.

Notable Quotes

“Throw your own damn party.”

“Momentum, momentum, momentum.”

“Always be networking.”

“Let me help you build a plan to get one or two clients.”

“You must show them their path, not just a path.”

“Focus on client number one.”

“The foundation is always going to be Profit Acceleration Software.”

“Start, Grow, Exit.”

“Businesses don’t sell for three reasons: not profitable, not systematized, too owner-reliant.”

“Too much could also be a crippler.”

“What is the one thing that if you could solve that would cause you to say yes today?”

“Get the credit card.”

“Installer versus winger.”

“Don’t stay on the couch.”

“Match our message to the market.”

Action Steps from the Call

1. Encourage coaches on your team to watch BJ’s small workshop training.
2. Have coaches use the simple workshop format to get momentum.
3. Direct coaches to the workshop slides inside the call recording.
4. Challenge coaches to run events consistently, not just once.
5. When enrolling a new coach, add detailed notes to the signup form.
6. Include whether the coach has a full-time job.
7. Include the coach’s goals, background, strengths, and intended path.
8. Help new coaches focus on client number one first.
9. Reduce overwhelm by helping each coach choose one practical lead generation path.
10. Position the first goal as one or two clients when the prospect has a day job.
11. Use Launch Factory for simple service-based businesses.
12. Use the specific industry Launch kit when one is available.
13. Use the general service-based kit when no specific kit exists.
14. Watch for the Home Organizer kit release.
15. Send Torie requests for specific Launch kits you want prioritized.
16. Watch for Launch onboarding to be added.
17. Share feedback on the Launch onboarding flow.
18. Use Launch as a franchise alternative for people who want structure without franchise debt.
19. Avoid overwhelming coach prospects with all three lanes too early.
20. Introduce Launch and Exit after signup when appropriate as a “surprise and delight.”
21. Review the Exit software training videos.
22. Watch the 11 Exit factor overview videos.
23. Prepare for the Exit certification assessment.
24. Invite your coaches to the all-coach Exit Acceleration call.
25. Invite your coaches to the all-coach Launch call.
26. Request the customized Exit brochure if you want one.
27. Keep PAS and Jumpstart 12 positioned as the foundation.
28. Use Exit with PAS-heavy clients when profitability is the main issue.
29. Use Exit operational modules when owner reliance, systems, or team structure are the main issues.
30. Share real client feedback so the team can improve Exit training.
31. Practice objection handling around “I need a week” or “I need 10 days.”
32. Present the full fee before offering the ramp.
33. Consider using a $97 first month to secure commitment.
34. Ask what one thing would make the prospect say yes today.
35. Use a refundable $97 option when the prospect is worth keeping engaged.
36. Keep moving through slumps instead of stopping.
37. Identify niche coach audiences you want to target.
38. Customize funnels and reports for specific audiences.
39. Track spend, response rates, appointments, and conversion metrics for paid lead generation.
40. Ask for help customizing templates and funnels to your niche.

Resources & Tools Mentioned

• Licensing Mastermind
• Get Your First Client
• Small Workshop Training
• Live Event Mastery Light
• Workshop Slides
• Thursday Get Your First Client Call
• Coaching Team Meetings
• SBDC
• Launch Factory
• Non-Franchise Franchise
• Service-Based Business Kit
• Home Organizer Kit
• Launch Marketing Suite
• Affiliate Program
• Done-for-You Group Coaching
• Business Acceleration OS
• Start, Grow, Exit
• Profit Acceleration Software / PAS
• Jumpstart 12
• Exit Acceleration
• Exit Factor Videos
• Exit Software Training
• Exit Certification
• Coaching Portal
• Client Portal
• Exit Brochure
• Launch Brochure
• Partner Signup Form
• Coach Notes
• Advisor Support
• FBS
• Calculator Funnel
• Opportunity Sites
• Lead Magnets
• Special Reports
• Niche Funnels
• Paid Lead Generation
• LinkedIn
• Military Coach Audience
• Digital Marketers
• Accountants
• Business Brokers
• Executives Transitioning to Coaching
• New Coaches
• United Way Example
• $97 Ramp-Up Offer
• Warren Buffett Decision Frame