Build the Coach Playbook

Key Points:

0:00 – Opening and Torie’s Music
Karl opens the call with light banter about being late and Tori playing music.

0:41 – Gary’s Coach Prospect Update
Gary shares that he had another call with a coach prospect and is following the BJ/Carl approach with some Curtis influence.

1:34 – Shannon’s $5K/Month Client
Shannon shares that she signed another client at $5K/month.

2:00 – Referral and Future Coach Potential
Shannon says the client could become an amazing referral partner and possibly a coach in the future.

3:00 – Hunger as the Top Client Trait
Karl asks what trait matters most in an ideal client and lands on hunger.

4:25 – GOATs Have Hunger
Karl connects hunger to top performers like Michael Jordan, Serena Williams, Roger Federer, Jeff Bezos, and Jensen Huang.

5:48 – Dreaming Matters
Shannon says her new client is willing to dream, and Karl ties that to imagination and leadership.

6:37 – Cleaning Business Client Details
Shannon explains that the client grew a cleaning business from the ground up to $3M and wants to reach $10M.

7:00 – Systems and Automation Goal
Shannon’s team will help put policies, procedures, and automations in place so the owner can run the business in four to eight hours per week.

7:35 – Cleaning Companies Can Be Strong Clients
Karl shares that cleaning companies can be excellent businesses because repeat business creates profit.

8:55 – Scott Introduction
Karl welcomes Scott, who is joining from Asheville, North Carolina.

9:32 – Gigi’s First Coach
Gigi shares that he already brought in his first coach.

10:00 – From Reference Request to Coach Prospect
Gigi says the new coach had reached out for a reference, and he offered her something better.

10:56 – Zoe’s Coach Pipeline
Zoe shares that she signed her first coach a couple of weeks earlier and has more prospects in the pipeline.

11:15 – Seven-Month Nurture
Zoe explains that one coach prospect had been nurtured for seven months before saying he needed the operating system.

12:44 – Bring Prospects to Group Calls
BJ reminds Partners that Monday group coaching and Thursday Get Your First Client calls are strong places to bring coach prospects.

13:44 – Community Helps Close
BJ says coaches who bring prospects to those calls often close because prospects see the community firsthand.

14:20 – Profit Acceleration OS Language
BJ clarifies that the team is moving away from “Business Acceleration OS” and will use Profit Acceleration OS.

14:55 – Start, Grow, Exit Frame
The simplified positioning is: start profitable, grow profitable, and exit profitable.

15:53 – Two-Page Brochure
BJ introduces the updated two-page brochure that uses the Profit Acceleration OS language.

16:24 – Brochure Positioning
The two-pager says the system helps businesses start profitably, grow profitably, and exit profitably.

17:01 – Curiosity Trail Tool
BJ says the two-page brochure can be used as part of the Curiosity Trail, giving prospects enough to stay engaged without overwhelming them.

17:40 – Brochure Toolkit
Partners also have the main Profit Acceleration brochure, the Exit brochure, and soon will have Launch materials.

18:10 – Do Not Overexplain Everything
BJ cautions Partners not to try to explain all three pieces at once in the beginning.

19:39 – Video Updates Coming
BJ notes that video resources will also be updated.

20:04 – Launch Call Reminder
The Launch call is confirmed for Thursday at 3 PM Eastern.

20:41 – Exit and Launch Call Rhythm
Torie explains that every other week there will be an Exit call, then a Launch call the following week.

21:57 – Need for Conversation Clarity
BJ says next week will focus on how to talk about the whole program without confusing people.

22:21 – Partner Playbook Setup
BJ introduces the playbook that pulls together months of training into one clear structure for building a coaching team.

23:40 – Winging It Creates Winging-It Results
BJ shares that someone emailed him admitting they had not been active or working from a plan and were paying the price.

24:19 – Get Obsessed With the Plan
BJ encourages Partners to become nearly obsessed with their plan.

25:20 – Playbook as the Spine
The playbook is described as the spine of what Partners will use and continue refining.

25:51 – The Playbook Evolves
BJ explains that the playbook will morph and adjust, but Partners need a plan before they can adjust anything.

27:48 – Six Playbook Phases
The playbook currently includes six phases: target, list, messaging strategy, outreach engine, conversation engine, and money-generating activities.

28:02 – Phase One: Set the Target
BJ says Partners will make the wrong choices if they do not have a target.

28:42 – Get Obsessed With the Number
BJ says the first key number is how many conversations are needed to hit the goal.

29:11 – Pipeline Problems Usually Mean Not Enough Conversations
BJ says frustration with the pipeline almost always traces back to not enough conversations.

30:09 – Business Plan Tool
The goal feeds into the business plan tool, which helps Partners know the activity needed weekly or monthly.

31:48 – Magic Is in the Planning
Karl reinforces that the magic is not in the plan but in the planning.

32:21 – Build the List Before Outreach
Karl says if someone plans to reach out to 10 people a day but has not built a list of 100, they will run out quickly.

33:06 – Keep It Simple
Karl says the point of the playbook is to simplify the process into ABC, 123, paint-by-numbers steps.

34:35 – Sphere of Influence Training Coming
BJ says an upcoming training will focus on sphere of influence and how Partners can use their network.

35:00 – First Three Coaches May Look Different
BJ explains that getting the first three coaches may look different from getting coaches four through 10.

36:15 – Build the Top 100
BJ emphasizes the need to build the top 100 list from your phone, LinkedIn, Facebook, and personal network.

37:00 – Choose a Lead Gen Path
BJ says all lead gen paths can work, but the right choice depends on skill set, background, and fit.

38:03 – Use the Network First
BJ says if Partners have not gone through their list of 100, 200, or 300 people, they are likely sleeping on opportunity.

38:51 – Share What You’re Doing
The people in your network do not have to want to become coaches. They may know someone or become interested once they understand what you are doing.

39:22 – Start With Phone, LinkedIn, and Facebook
BJ says Partners can fill a year’s worth of outreach using those three sources.

40:32 – Messaging Strategy
Partners need a clear elevator pitch, identity questions, and opening messages.

41:04 – Master Message One and Two
BJ emphasizes the importance of the first two messages because they create curiosity or kill it.

41:40 – Create Curiosity, Not Word Salad
The first message should not dump everything. It should make the person think, “That’s interesting.”

42:30 – Outreach Engine
The playbook includes a touchpoint plan using email, text, phone, and other channels when available.

43:09 – Conversation Engine
The conversation engine follows the client-getting flow and helps Partners move through conversations more effectively.

43:53 – Demonstration Playlist
BJ references a seven-video YouTube playlist that breaks down different segments of the presentation and conversation.

44:48 – Train the Conversation in Segments
The playlist helps Partners understand each part of the conversation before putting the whole thing back together.

45:36 – Presentation Builder
BJ explains that the interactive presentation builder allows Partners to focus on the section that fits the conversation.

45:57 – Ramp-Up Model Discussion
BJ asks Karl to explain the psychology and advantage of the ramp-up model.

46:09 – Karl on Ramp-Up Pricing
Karl explains that front-end fee models can work, but the ramp-up model improves conversion and long-term recurring revenue.

47:47 – Philadelphia Math
BJ says the team modeled different options in Philadelphia, and the ramp-up plan clearly won.

48:37 – Delayed Gratification
BJ shares his own experience trusting the ramp-up model even though it felt slow at first.

49:35 – Money-Generating Activities
BJ introduces the money-generating activities section and explains that not all activities are equal.

50:50 – Protect MGAs
Partners need to protect the activities that actually drive revenue, conversations, and signups.

51:11 – Ideas Can Become Distractions
BJ warns that entrepreneurs often chase ideas that are not tied to the financial needle.

52:25 – Business Plan as Tactical Tool
The business plan helps Partners define what to do tomorrow, next week, and beyond.

53:49 – Listening for the Right Path
BJ explains that different prospects may point toward Launch, Grow, or Exit based on their background and needs.

54:30 – New Muscle: Start, Grow, Exit Conversations
Partners will learn how to listen and decide which path to emphasize in conversation.

54:47 – Karl on Asking for Help
Karl says one strategy he would deploy is asking people in the phone for help, following Steve Jobs’s model.

55:17 – Useful Niches for Coaches
Karl mentions accountants, advertising salespeople, salespeople, Tony Robbins fans, and business brokers as examples of strong coach avatars.

56:04 – ActionCOACH Comparison
Karl compares the Focused ramp-up model to a high up-front franchise model and says the ramp-up can be positioned as shared investment.

56:25 – Elevator Pitch Reminder
Karl reminds Partners to practice the line: “I can find any business owner $100,000 in 45 minutes without them spending an extra dollar on marketing or advertising.”

56:50 – Dream 100 List
Karl references Chet Holmes’s Dream 100 strategy and encourages Partners to build not just any list, but a dream list.

57:40 – Why Ramp-Up Works
BJ gives language for explaining the ramp-up: if the coach does not win, Focused does not win.

58:21 – We’re in This Together
The ramp-up model lets the prospect see that the company is aligned with their success rather than asking them to bet the farm upfront.

59:05 – Bex’s Objection Question
Rebecca shares that she asks, “If money wasn’t an option, would you sign up today?” and then asks what they can afford to start the ramp-up.

59:50 – Uncover Hidden Objections
BJ suggests asking what else might be standing in the way if it has not been discussed yet.

1:01:15 – Repeat Business Equals Profit
Karl closes the ramp-up discussion by reminding the group that repeat business creates profit.

1:01:58 – Closing
Karl thanks BJ, Tori, and the group and closes the call.

Five Key Takeaways

• The umbrella language is now Profit Acceleration OS, framed as helping businesses start profitably, grow profitably, and exit profitably.
• Partners should use the two-page brochure as a Curiosity Trail tool, not as a full explanation of every offer.
• Building a coaching team requires a playbook: target, list, messaging, outreach, conversations, and money-generating activities.
• The first issue in most weak pipelines is not enough conversations.
• The ramp-up model works because it creates alignment, reduces upfront resistance, and builds recurring revenue over time.

Notable Quotes

“I just signed a big-ass client again this morning.”

“Small potatoes, but she’s going to be fun.”

“Hunger, baby, hunger.”

“Leadership is taking vision and turning it into reality.”

“Repeat business equals profit.”

“I need that operating system.”

“Profit Acceleration OS is start profitable, grow profitable, exit profitable.”

“If you wing it, you’re going to get winging-it results.”

“Get obsessed about your plan.”

“The playbook is the Bible.”

“You can’t make adjustments to a plan that doesn’t exist.”

“The magic is not in the plan. The magic is in the planning.”

“Momentum is a force multiplier.”

“Build the top 100.”

“Create curiosity, not word salad.”

“Protect your money-generating activities.”

“If you don’t win, I can’t win.”

“We’re in this together.”

Action Steps from the Call

1. Start using the language Profit Acceleration OS.
2. Stop using Business Acceleration OS as the main umbrella language.
3. Use the phrase “start profitably, grow profitably, exit profitably.”
4. Request the updated two-page brochure if you do not have it.
5. Use the two-pager as a Curiosity Trail tool.
6. Avoid explaining Start, Grow, and Exit all at once too early.
7. Use the Profit Acceleration brochure when the conversation is about Grow/PAS.
8. Use the Exit brochure when the conversation is about Exit.
9. Watch for upcoming Launch materials.
10. Invite coach prospects to Monday group coaching when appropriate.
11. Invite coach prospects to Thursday Get Your First Client when appropriate.
12. Attend the Launch call at 3 PM Eastern.
13. Attend the every-other-week Exit and Launch training calls.
14. Review the Partner playbook.
15. Set your coach growth target.
16. Use the planning tool to know your required conversation volume.
17. Track whether you are creating enough conversations.
18. Build your top 100 list.
19. Pull names from your phone.
20. Pull names from LinkedIn.
21. Pull names from Facebook.
22. Add past colleagues, salespeople, accountants, brokers, marketers, and other likely coach avatars.
23. Build a Dream 100 list of high-leverage referral sources.
24. Decide which lead gen path fits your strengths.
25. Write your elevator pitch.
26. Build identity questions.
27. Map your first two messages.
28. Keep the first messages short and curiosity-driven.
29. Avoid word salad in outreach.
30. Use the touchpoint plan.
31. Mix email, text, phone, LinkedIn, and other available channels.
32. Expect to follow up 8 to 12 times.
33. Review the client-getting flow training.
34. Study the demonstration playlist.
35. Practice conversations in segments.
36. Use the interactive presentation builder as needed.
37. Decide which part of the presentation fits the prospect.
38. Use the ramp-up model when selling coaches.
39. Explain that the ramp-up aligns everyone’s incentives.
40. Tell prospects, “If you don’t win, I can’t win.”
41. Ask what they can afford to start if money is the objection.
42. Ask what else might stand in the way of saying yes.
43. Protect your money-generating activities.
44. Stop spending prime time on low-value distractions.
45. Use the tactical business plan for daily and weekly execution.
46. Listen to whether a prospect fits Start, Grow, or Exit.
47. Bring scenarios to future calls as the Start-Grow-Exit conversation evolves.

Resources & Tools Mentioned

• Licensing Mastermind
• Profit Acceleration OS
• Profit Acceleration Software / PAS
• Start Profitably
• Grow Profitably
• Exit Profitably
• Two-Page Brochure
• Profit Acceleration Brochure
• Exit Brochure
• Launch Materials
• Launch Call
• Exit Call
• Builder Circle
• Partner Playbook
• Business Plan Tool
• Revenue Model
• Target Setting Tool
• Top 100 List
• Dream 100 List
• Chet Holmes
• The Ultimate Sales Machine
• Tony Robbins
• Curiosity Trail
• Elevator Pitch
• Identity Questions
• Touchpoint Plan
• Outreach Engine
• Conversation Engine
• Presentation Builder
• YouTube Demonstration Playlist
• Ramp-Up Model
• Monday Group Coaching
• Thursday Get Your First Client Call
• Get Your First Three Clients
• Money-Generating Activities / MGAs
• LinkedIn
• Facebook
• Phone Contacts
• ActionCOACH
• Steve Jobs
• AI
• Denver Broncos
• Buckeyes