Sell With More Confidence

Key Points:

0:00 – Opening and Travel Catch-Up
The group opens with personal updates, including Italy, Greece, family travel, basketball, and summer experiences.

2:37 – Shannon’s Business Update
Shannon shares that she brought on another agency coach to help support clients.

3:00 – Plug-and-Play C-Suite Direction
Shannon explains that the new coach is trained in PAS and will help support clients in a plug-and-play C-suite style model.

3:45 – Exit Software Interest
Shannon says she is excited about Exit Acceleration because she has a high-maintenance client who is a bottleneck and may need an exit path.

4:19 – Possible Exit Test Case
The client does not want to stay in business past three more years, making him a potential fit for Exit Acceleration.

4:50 – Testing Exit Access
The group discusses receiving beta access and testing the Exit software.

5:25 – Anne Joins the Call
Anne checks in and shares that she has had personal challenges but is doing well overall.

6:08 – Life Happens
The group talks about how personal issues can interrupt business, including a car accident while traveling.

7:21 – Staying With the Women’s Group
The host shares that she is not doing as much with Focused overall but will continue with the women’s group as long as it is needed.

8:05 – Zoe’s Business Shift
Zoe says things have been busy and she has been moving away from full operational buildouts.

8:21 – Launching a High-Ticket Accelerator
Zoe shares that she is launching a 12-week, PAS-based accelerator.

8:48 – 10 People Already In
The accelerator already has 10 people in it.

9:02 – High-Ticket Offers and Workshops
Zoe emphasizes high-ticket offers and workshops as a way to maximize time.

9:17 – Moving Away From “Doing”
Zoe explains that full buildouts take too much time and she wants fewer clients where she is doing the work.

10:02 – Accelerator as a Downsell
Zoe says the accelerator can serve people who need support but may not be a fit for deeper one-on-one implementation.

10:49 – Reapproaching the Chamber
Zoe talks about avoiding her local chamber for years but reengaging after leadership changed.

11:23 – Chamber on Her Terms
Zoe says she agreed to work with the chamber only if it focused on real business workshops, not social drinking events.

12:07 – Monthly Chamber Program
Zoe offered a monthly program through the chamber, using the portal and a structured process.

12:24 – Chamber Exchange
The chamber agreed to promote the program, send email blasts, provide referrals, and waive Zoe’s membership.

12:54 – Shifting Away From Whales
Zoe says she is no longer targeting whales because they take too much time.

13:17 – Nikki on Group Programs
Nikki says filling group classes has been difficult because recruiting and organizing the cohort takes time.

14:11 – Repurposing Group Coaching Content
Zoe explains that coaches can download done-for-you group coaching and workshop content, brand it, and build their own workshops.

14:41 – Changing the Business Model
Zoe says this year is about changing the business model so she can help more people with less time and higher revenue.

14:55 – Taki Moore Mentioned
Nikki mentions joining Taki Moore’s Clients program to learn more about creating group programs.

15:47 – One-on-One vs. Group Coaching Trust
Nikki says people choose one-on-one because they like and trust the coach, but group coaching requires more demonstrated results.

16:39 – LinkedIn Return Strategy
Nikki says she has been off LinkedIn since vacation and plans to make a stronger return.

17:00 – Whale Pipeline Concern
Nikki shares that she has whales in the pipeline who want to work with her but hesitate because of fear of failure.

17:28 – Close While They Are With You
Nikki says the key may be getting prospects to commit while they are still with you, before they talk themselves out of it.

18:19 – Zoe’s No-Sell Approach
Zoe says she never sells. She listens, builds trust, shows results, and gets to the heart of the pain.

18:58 – Create the Vision
Zoe asks prospects where they want to be in three years, whether they want to exit, and whether they want a better business.

19:16 – Show Real Results
Zoe gives examples of showing live client results, including website traffic, LinkedIn deals, and texts from clients.

19:58 – Let Them Ask How to Work With You
Zoe’s preferred sales outcome is when prospects ask, “How do I work with you?”

20:22 – Differentiation Through Trust
Zoe explains that many people are being sold to constantly, so trust and differentiation matter.

21:12 – Risk Reversal Example
Zoe gives an example of offering to refund half the fee if she did not help a client land a contract in four months. They landed one in less than two.

21:57 – Taking Offers Off the Table
Zoe explains that if prospects go silent, sometimes the best move is to remove the offer from the table.

22:52 – Two Reasons People Go Silent
Zoe says people go silent either because they do not trust you yet or because they are afraid to say no.

23:45 – Coach Example: Removing the Offer
Zoe shares a story of a coach who removed the offer from the table, which led the prospect to reveal a real reason for the delay.

25:02 – Shannon Sets Expectations Early
Shannon says she starts every conversation by setting expectations and making it clear the call will end with yes, no, or maybe later.

25:29 – Prospects Lose Momentum After the Call
Shannon says if prospects leave the call without deciding, the odds of signing later drop sharply because they get in their own heads.

26:01 – Make Them Dream Again
Shannon says her sales calls help business owners dream again, especially male business owners who are rarely asked what they want.

26:40 – Fit Goes Both Ways
Shannon says the free call is also to determine whether she wants to work with the prospect.

27:21 – No Decision Is a Decision
Shannon says if someone wants to “think about it,” they are not making a decision, and she asks for a decision on the call.

27:46 – Zoe on Setting the Tone
Zoe praises Shannon for setting the tone and leading the conversation instead of letting the prospect control it.

28:32 – Power Struggle Calls
Shannon says some calls still become a power struggle, and she sometimes has to stop the prospect and take the conversation back.

29:07 – Close on the Simulator, Onboard With PAS
Shannon explains that she closes with the simulator and uses PAS during onboarding, instead of trying to sell through the full PAS.

30:06 – Simulator Instead of PAS Overwhelm
Zoe agrees that PAS can be too much during the sales process, and the simulator can be a better way to show the quick win.

31:00 – Keep Them in Dream Mode
Shannon says the simulator keeps prospects in the dream state, while the full PAS can overwhelm them too early.

32:05 – Anne’s Doctor Prospect
Anne shares a story about a doctor who wanted to work with her but primarily wanted mediation between himself and his staff.

33:00 – Simulator Gave Too Much Away
Anne explains that after showing bundling and upsell ideas, the doctor and his wife got excited and started implementing ideas themselves.

34:00 – Gating the Solution
Anne concludes that she may need to tease the solution more and avoid giving away too much during the simulator or workshop process.

35:00 – Free Value Can Come Back Later
The group discusses whether giving ideas away can still help long term if prospects eventually return after seeing results.

36:00 – “Imagine Paid Work” Frame
Shannon explains that she often frames free insight as, “If this is what I give away for free, imagine how deep we go when you pay me.”

37:00 – Email Newsletter as Value Builder
Shannon shares that she sends weekly homework and implementation ideas to her email list.

38:00 – Not Wanting Clients Forever
Shannon says she does not want clients forever. She wants to help them succeed and release them when appropriate.

39:00 – Doctor Mediation Issue
The group says the doctor’s need for mediation points to deeper leadership, systems, and communication problems.

40:00 – Client Does Not Own the Curriculum
Shannon says the doctor does not get to decide the curriculum if he is hiring the coach to solve business problems.

41:00 – Nikki’s Sales Coach Lesson
Nikki says she hired an expensive sales coach and realized clients hire her because she is direct and strong.

42:00 – Be Yourself in Sales Calls
Nikki says she used to become too demure during sales calls and was not showing the directness prospects were attracted to.

43:00 – Shana’s Win
Shana joins after closing a new client and shares that being confident and direct has changed her conversations.

44:00 – Testing Higher Fees
Shana says someone told her $1,500 was too high, so she added $500 and still closed the client.

45:00 – No Is Better Than Maybe
Shana says getting a no is better than an endless “let me think about it.”

46:00 – Ask What Is Preventing the Decision
Shana plans to ask a prospect directly what is preventing him from signing now.

47:00 – Nikki on Hard Truths
Nikki says sometimes you need to tell the prospect they are hurting themselves and their business by not moving forward.

48:00 – Do Not Chase
Anne says she is not chasing the doctor. She may send a short note asking whether he still needs the support.

49:00 – Focused Transformation
Zoe tells Shana that she is not the same person she was when they first met and acknowledges her growth.

50:00 – Shannon’s 90-Day Engagement Model
Shannon explains that her minimum is $5,000/month with a required three-month engagement.

51:00 – Month-to-Month After Three Months
After three months, Shannon moves clients to month-to-month and asks for 30 days’ notice to offboard properly.

52:00 – ROI in First Three Months
Shannon tells prospects there are no guarantees except death and taxes, but if they show up and implement, they should get more than an ROI.

53:00 – Fire Bad-Fit Clients After 90 Days
If a client does not do the work, Shannon fires them because she does not want them hurting her reputation.

54:00 – 90 Days Protects the Coach Too
Shannon says the three-month agreement helps her avoid being stuck for a year with someone she does not want to work with.

55:00 – Nikki’s 90-Day Model
Nikki also uses 90-day engagements, often around $3,500 to $5,000 depending on the situation.

56:00 – 90 Days Feels Less Scary
The group agrees that 90 days is easier for prospects to digest than a full 12-month commitment.

57:00 – Shana’s 90-Day Cash Flow Project
Shana shares that she uses a 90-day approach around bookkeeping cleanup, cash flow stability, and strategic business improvement.

57:30 – 13-Week Cash Flow First
Shana often starts with a 13-week cash flow view before moving into cost, pricing, and Jumpstart 12.

58:00 – $15K 90-Day Project
Shana mentions a $15,000 project for a 90-day engagement.

58:30 – Test Run and Fit Check
Shana tells clients the 90 days are also a test run to make sure they listen and follow through.

Five Key Takeaways

• Confidence changes the sale. Prospects need to feel that the coach can lead the conversation.
• The simulator can be a better sales tool than the full PAS because it keeps the prospect focused on possibility instead of overwhelm.
• Giving value can build trust, but coaches need to avoid giving so much away that the prospect thinks they can do everything alone.
• A 90-day engagement can lower the barrier for the client and protect the coach from being locked into bad-fit relationships.
• Directness is not a problem when it is part of the coach’s real value. Many prospects hire the coach because they need truth, leadership, and accountability.

Notable Quotes

“I never sell anything ever.”

“I am the solution.”

“How do I work with you?”

“Remove it from the table.”

“No decision is a decision.”

“I need a decision from you today.”

“Make them dream again.”

“I close on a simulator and I do the PAS on onboarding.”

“You’re not in charge of the curriculum.”

“Be yourself.”

“They need me, you need me, not the other way around.”

“No is better than let me think about it.”

“I don’t want him or anybody to occupy any more space in my brain.”

“I do five thousand a month. That’s my lowest.”

“If they don’t do the work, then at three months and a day I fire them.”

Action Steps from the Call

1. Consider whether your business model depends too heavily on one-on-one or done-for-you delivery.
2. Explore group coaching, workshops, or accelerators as higher-leverage offers.
3. Use Focused’s done-for-you group coaching and workshop materials as a starting point.
4. Rebrand the content into your own voice and offer structure.
5. Consider a 12-week accelerator if you want a high-ticket, time-efficient offer.
6. Revisit chamber, networking, or community partnerships on your own terms.
7. Build trust before trying to close.
8. Listen for the prospect’s real pain.
9. Ask where they want to be in three years.
10. Ask whether they want to exit, grow, or reduce their workload.
11. Show real results when possible.
12. Use the simulator as the primary sales demonstration.
13. Avoid overloading prospects with the full PAS during the close.
14. Keep prospects in possibility mode.
15. Do not give away every solution too early.
16. Frame free advice as evidence of what paid work can unlock.
17. Set expectations at the beginning of every sales call.
18. Tell the prospect the call will end with yes, no, or maybe later.
19. Use the call to decide if you want to work with them too.
20. Do not work with bad-fit clients just because they can pay.
21. Ask for the decision while the prospect is still on the call.
22. Remove the offer from the table when a prospect goes silent.
23. Ask whether the delay is a true no or something they are not telling you.
24. Stop chasing prospects who are occupying too much mental space.
25. Be direct when the prospect needs truth.
26. Do not soften your personality so much that you lose your value.
27. Test higher fees when you know the value is there.
28. Use no’s as feedback, not personal failure.
29. Consider a 90-day minimum engagement.
30. Move to month-to-month after the first 90 days if that fits your model.
31. Price 90-day work based on complexity, support level, and outcome.
32. Define what success should look like in the first 90 days.
33. Fire clients who do not do the work or damage your reputation.
34. Use cash flow, cleanup, and strategic improvement as possible 90-day project anchors.

Resources & Tools Mentioned

• LeadHER Circle
• PAS / Profit Acceleration Software
• Exit Acceleration Software
• Launch Factory
• Group Coaching
• Done-for-You Group Coaching
• Business Academy
• Workshops
• 12-Week Accelerator
• Chamber of Commerce
• Portal
• LinkedIn
• Taki Moore
• Clients Program
• Simulator
• Profit Acceleration Assessment
• Jumpstart 12
• Market Dominating Position / MDP
• Bundling
• Upsells
• Cross-Sells
• LinkedIn Deals
• Website Rebuild
• Business Academy
• Email Newsletter
• Risk Reversal
• 90-Day Engagement
• 13-Week Cash Flow
• Bookkeeping Cleanup
• Cash Flow Stability
• Strategic Business Improvement
• Fractional Biz Dev Department
• BNI