Trial With Penalty

Let people start free if they commit to the actions that create results.

Alex Hormozi's framework, from $100M Money Models, pp. 111 to 142.

Offer the main offer first
Downsell the trial only after a no.
Get the card
Record their details and collect a credit card.
Sell staying and paying
Get agreement to stay long term if they get results.
Explain the fees
Do it after the card is down, with initials next to each fee clause.
Require check-ins
Make mid-trial meetings mandatory so you can make more offers.
Upsell from the outcome
Handle like it, hate it or did not use it separately.

From chapter: Section IV: Downsell Offers, pp. 111–142

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