Phase 8 teaches you how to win businesses without selling “coaching.” You’ll learn how to position Brava as an operating layer,
diagnose live, talk cost vs value like an owner, and handle common objections (including “we already have HR”).
The goal is simple: you don’t sell yourself — you sell Brava’s system.
What you’ll be able to do
Run a live “diagnosis” conversation • frame hidden costs • convert without pressure • defend price with outcomes.
Why this matters
If you sell “coaching,” you compete on vibes. If you sell Brava’s operating layer, you compete on business impact.
16) Winning the Business (Without Selling “Coaching”)
Close
This is not “selling wellness.” This is installing an operating layer that prevents drift, burnout, misalignment,
and silent performance loss. You learn how to position Brava, diagnose live, talk cost vs value, and overcome
“we already have HR.” You don’t sell yourself. You sell Brava’s operating layer.
The positioning (what you say Brava is)
Position
Your language must instantly separate Brava from coaching, therapy, HR, and “programs.” Brava is an operating layer:
evaluation → insight → action → implementation support.
Position line: “Brava is a business operating layer that turns workforce signals into clear priorities and execution.”
What it’s not: “Not therapy. Not motivational coaching. Not an HR replacement. It’s a system.”
What you do: “I use Brava’s system to diagnose what’s quietly breaking and install fixes you can actually run.”
Positioning rule
If your wording sounds like “wellness,” you lose. If your wording sounds like “operations,” you win.
Live diagnosis (how you win without pressure)
Diagnose
The close happens when the owner realizes the problem is real, measurable, and expensive — and that Brava is the clearest path to fix it.
You don’t convince; you reveal.
LIVE DIAGNOSIS FLOW (10–15 min)
1) Context:
• “What’s the #1 thing that feels heavier than it should right now?”
2) Signals:
• “Where do things slow down?”
• “What keeps repeating?”
• “Where do you lose people / momentum?”
3) Cost:
• “If this continues for 90 days, what will it cost you?”
(time, retention, quality, customer experience)
4) Gap:
• “What have you tried? What didn’t stick — and why?”
5) Offer:
• “Brava installs an operating layer that turns these signals into priorities and execution.”
Diagnostic rule
Don’t ask 20 questions. Ask the 5 that surface cost, repetition, and why fixes don’t stick.
Cost vs Value (owner language)
Value
Owners don’t buy “support.” They buy risk reduction and execution. This is how you frame Brava in business terms without sounding salesy.
Turnover exposure: “One avoidable replacement can cost far more than the monthly investment.”
Customer inconsistency: “Stress inside the business always shows up in the customer experience.”
Stability premium: “Healthy businesses run smoother with the same headcount. That’s margin.”
Value rule
Never defend the price emotionally. Translate the cost into what it prevents and improves.
Objection: “We already have HR”
HR
This objection is normal — and it’s easy to handle when you understand the role difference:
HR handles compliance, policy, and people cases. Brava installs an operating layer for signals → priorities → execution.
THE HR RESPONSE (memorize)
“Perfect — HR is important.
Brava doesn’t replace HR.
HR typically handles policy, compliance, and people cases.
Brava handles the operating layer:
we measure workforce signals, translate them into business risks,
and install the monthly priorities so things actually change.
HR can exist — and the business can still silently bleed through turnover risk,
misalignment, and execution drag.
Brava is built to stop that.”
Objection rule
Don’t argue about HR. Agree, then separate roles clearly and return to cost + outcomes.
Mini drill (close without “selling”)
Practice the exact flow: position → 5 questions → cost → offer. Keep it calm. Keep it short.
DRILL SCRIPT
1) Position Brava in 1 sentence:
2) Ask 5 diagnosis questions:
3) Mirror back what you heard (1 paragraph):
4) Name the cost of letting it continue 90 days:
5) Offer Brava as the operating layer:
Close question:
• “Do you want to keep guessing — or do you want a system that measures and installs fixes?”
Mastercoach (locked)
Enter code to reveal trainer cues, tests, and what to look for.
Incorrect code. Try again.
Mastercoach cues: Winning the Business
The failure modes: (1) they “sell coaching” and get price pressure, (2) they over-explain Brava instead of diagnosing,
(3) they become defensive on objections, and (4) they avoid naming cost because it feels “salesy.”
Train: calm diagnosis + business language + short offer.
Pass test: 3 role-plays (calm owner / skeptical owner / “we have HR”) → they must run position → 5 questions → cost → offer in 12 minutes.
Watch for: “features dump.” Correct: “Ask, mirror, name cost, offer the operating layer.”
Watch for: weak cost language. Require them to name a 90-day cost in plain owner terms.
Scoring: 1–5 on: positioning clarity, diagnosis quality, cost framing, objection calmness, close confidence.
Correction phrase
“Stop selling. Diagnose. Owners buy clarity and execution — not motivation.”
17) Pricing, Revenue Split & Ethics
Ethics
This section installs pricing discipline and protects the Brava system from drift. You learn the $2,500/month model,
why the split exists, what is shared vs not shared with the business, and how to stay inside Brava’s operating lane.
Pricing can range higher depending on business size — but the system stays consistent.
Base pricing (the minimum operating layer)
Base
The baseline Brava engagement starts at $2,500/month. That is the minimum for a business to receive consistent
evaluation, reporting, and implementation rhythm without degrading quality.
BASE MODEL (minimum)
• $2,500 / month
• Monthly evaluation + reporting
• Monthly owner walkthrough
• Weekly operating rhythm support
• Implementation follow-ups + signal tracking
Pricing rule
If pricing drops below system cost, the strategist becomes “help” instead of installing the operating layer.
Revenue split (internal only)
Split
The split exists because the Business Health Strategist is delivering the relationship and implementation — while Brava provides
the technology, strategies, and done-for-you reporting that makes the model replicable and high-impact.
SPLIT RULES (internal only — not shared with the business)
Example: $2,500/month
• $1,300 to Business Health Strategist (Health Coach)
• $1,200 to Brava
Example: $3,500/month
• 52% to Business Health Strategist
• 48% to Brava
Confidentiality rule
Businesses buy outcomes and an operating layer — not your internal revenue split. Keep split details internal.
Rule of thumb: pricing by business size
Scale
Pricing scales with complexity: headcount, locations, leadership layers, and operational volatility.
Keep it simple — use size as a starting point, then adjust for reality.
RULE OF THUMB (monthly engagement range)
Small (10–25 employees): $2,500–$3,000
• One owner lane + simple installs
Mid (26–60 employees): $3,000–$4,000
• More leadership nodes + more signal volume
Large (61–120 employees): $4,000–$5,500
• Higher complexity, more friction points, stronger implementation cadence needed
Notes:
• If multi-location or high turnover, price toward the high end.
• If stable + strong leadership follow-through, price toward the low end.
• If the business is a turnaround / “on fire,” it’s premium.
Alignment rule
If you’re unsure, ask Brava for a quote. Do not guess and underprice complexity.
Ethics & staying inside the system
Guardrails
Ethics is not “being nice.” Ethics is keeping the model clean: no drift, no overpromising, no off-system customization that breaks results.
Brava works because it’s a system — your job is to run it.
No drift: don’t become “HR,” therapist, or constant problem-solver.
No overpromising: sell the operating layer and consistent installs — not “we’ll fix everything fast.”
Protect confidentiality: you share patterns and risks, not gossip or employee stories.
System-first: if it can’t be run as a repeatable lane, it’s not Brava.
Ethics rule
You do not customize from scratch — Brava already did the thinking. Your job is clean execution.
Scripts you will memorize (pricing + ethics)
These lines keep the conversation clean and stop you from negotiating against yourself.
PRICING + ETHICS SCRIPTS
Price anchor:
• “Brava starts at $2,500/month because it’s an operating layer — not a one-time program.”
Value translation:
• “We’re preventing turnover exposure, execution drag, and customer inconsistency.”
No-split disclosure:
• “We keep internal operational details internal — you’re paying for outcomes and the system.”
No drift:
• “My role is to install the operating layer and keep it running — not to become HR or a venting line.”
Stay in scope:
• “If it can’t be acted on within the next month, we park it and prioritize what moves the business now.”
Mastercoach (locked)
Enter code to reveal trainer cues, tests, and what to look for.
Incorrect code. Try again.
Mastercoach cues: Pricing, Split & Ethics
The failure modes: (1) they discount too early, (2) they explain internal split to the customer,
(3) they promise “custom solutions” that create drift, and (4) they confuse ethics with being flexible on scope.
Train: pricing discipline + confidentiality + guardrails.
Pass test: “Price pushback” role-play → they must hold $2,500 anchor using cost vs value language without getting defensive.
Watch for: sharing split details. Correct immediately: “Internal only — customer pays for outcomes.”
Watch for: scope creep disguised as “being helpful.” Re-anchor: “Brava is lanes and installs — not unlimited support.”
Scoring: 1–5 on: price discipline, language clarity, confidentiality compliance, guardrail strength, calm authority.
Correction phrase
“We don’t discount the system. We right-size the package to the business reality.”
