---
title: "Trial With Penalty"
description: "Let people start free if they commit to the actions that create results."
canonical: https://tomsharman.com/bookshelf/100m-money-models/trial-with-penalty/
updated: 2026-11-03
---

# 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.

Framework 11 of 17 from [$100M Money Models](https://tomsharman.com/bookshelf/100m-money-models/index.md) by Alex Hormozi. Category: Offers and pricing.

## The steps

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

## Where it comes from

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

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-money-models/trial-with-penalty.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-money-models/trial-with-penalty-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-money-models/trial-with-penalty.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-money-models/trial-with-penalty-dark.png