“The Achieve-Avoid-Act framework has three steps: First, identify what they want to achieve (vision, goals, desires). Second, identify what they want to avoid (nightmares, fears, problems). Third, determine their next action step. This aligns with their biggest motivators before asking for challenging action.”
About Coaching Scripts
Coaching Scripts are structured conversation frameworks that guide coaches to first help clients identify what they want to achieve, what they want to avoid, and their next action step before offering any advice. These scripts emphasize using the client's exact language, asking penetrating questions rather than providing easy answers, and transitioning professionally to financial conversations.
Eben demonstrates this through the Achieve-Avoid-Act framework which he uses as his first step in every coaching session, observing that most people already have answers when asked the right questions and that the surprising 'what's your next step' question motivates immediate action.
Misconception
“Coaches should provide solutions and advice when clients have problems”
Check if clients already know what they need to do and work on implementation rather than giving the 'Easy Button'
Relevant Clips43
- Teaching▶ 0:15
Achieve-Avoid-Act Framework — Align With Motivators Before Asking Action
The Achieve-Avoid-Act framework has three steps: First, identify what they want to achieve (vision, goals, desires). Second, identify what they want to avoid (nightmares, fears, problems). Third, determine their next action step. This aligns with their biggest motivators before asking for challenging action.
- Teaching
The Inspire Formula — 15 Models Unified Into One Framework
The Inspire Formula is Eben Pagan's unified approach that combines 15 different sales, marketing, persuasion, coaching, and communication models. It uses the Achieve-Avoid-Act framework to help people take challenging action by identifying their goals, fears, and next steps.
- Teaching▶ 1:28
Using the Client's Exact Words Is More Persuasive Than Your Own
Using the client's exact words and phrases is more persuasive than your own language. Coaches should write down specific client language and repeat it back to show they heard them and because client words have more impact than scripted responses.
- Teaching▶ 1:16
Ask What Their Next Step Is Before Giving Advice
Ask them what they want to create and avoid, then ask the surprising question 'what's your next step to create those outcomes?' Most people expect advice but this gets them to identify specific actions they can take immediately.
- Teaching▶ 6:31
No Website Needed — Build Client Flow Before Infrastructure
AI can help coaches develop clear messaging through structured prompts that ask simple questions about what you love about coaching, then generate professional bios, website copy, and communication templates automatically.
- Teaching
Achieve-Avoid-Act Framework for Persuading People Toward Best Self
The Achieve-Avoid-Act framework works by first getting clients to identify what they want to achieve (vision, goals, desires), then what they want to avoid (nightmares, fears, problems), and finally their next action step
- Teaching
How Rejection Identifies the Wrong Clients Early
Rejection helps you identify the right clients early - if someone is resistant to questions or uncomfortable sharing, you've learned they're not a match before wasting months in a coaching package
- Teaching▶ 2:29
Opening Sales Calls with Questions Disarms Prospects
Start sales presentations by saying: 'If it's okay, I'd just like to ask you some questions and see if I can understand your situation'—this immediately disarms prospects and removes pressure.
- Teaching▶ 0:46
Gratitude as a Success-Enabling Emotion
Use direct, professional language like 'let's talk about the financial side of the relationship' or 'how does the value exchange work here' instead of apologizing for bringing up money.
- Teaching▶ 0:57
Ask Where They're Going Before Giving Direction
Ask them where they're going, what's next for them, what they want to achieve, and what they want to avoid. Everyone has answers to these questions - they're just waiting to be asked.
- Teaching
Rejection Teaches You Not to Take Objections Personally
Rejection builds resilience and teaches you not to take client objections personally. This helps in all relationships, whether with coaching clients, children, or romantic partners.
- Teaching▶ 0:03
Identify What Clients Want Before Giving Any Advice
Before giving any advice, first help clients identify what they want to create, achieve, and avoid. Then check if they already know what they need to do and work on implementation.
Show 31 more
- Teaching
The Inspire Formula: 15 Models in One Unified Approach
The Inspire Formula integrates 15 different sales, marketing, persuasion, coaching, and communication models into one unified approach for getting people to take challenging action
- Teaching▶ 0:20
Specific Phrases for Transitioning to Money Conversations
Use specific transition phrases to comfortably move into money conversations: 'let's talk about the financial side of the relationship' or 'let's take care of the bookkeeping here'
- Teaching▶ 5:05
Three-Part Guarantee — Result, Backup, Qualification
Structure your guarantee with three parts: the specific result they'll get, what happens if they don't get it (refund or continue working), and what you need them to do to qualify.
- Teaching
Easy Button Coaching Prevents Real Client Growth
Giving immediate solutions is like providing an 'Easy Button' that prevents real growth. Clients learn and change more when they first try their best to find solutions themselves.
- Teaching▶ 1:12
Clarify Goals Then Secure Commitment to Next Action
First clarify what they want to create and avoid, then ask for their next action step, confirm they see how it connects to their goals, and secure their commitment to do it.
- Teaching
Upfront Pricing in Webinars Lets Teaching Come First
Telling prices upfront in webinars allows you to focus on teaching without worrying about the later money transition because attendees make purchase decisions after learning
- Teaching▶ 1:06
Virtual Teams Expose Real Productivity vs Busy Work
Ask 'how do you get paid in a situation like this,' 'how does the value exchange work,' and 'how much do you charge' to understand the complete financial structure.
- Teaching▶ 8:59
Mirror the Client's Exact Words to Reconnect Motivation
Use the client's exact words when reconnecting them to their motivation - if they say 'so my family can grow up comfortably,' use those precise words repeatedly
- Teaching▶ 3:13
Coaching Draws Out Resources Clients Already Have
Coaching is about helping people access their own resources rather than giving them information, using questions to guide them to solutions they already know
- Teaching
Financial Discussions Help Contractors Budget Properly
Explain to contractors that detailed financial and time discussions aren't micromanagement but necessary for budgeting time, money and attention
- Teaching
Cold Calling Works When You Position Yourself as a Helper
The key to successful cold calling is positioning yourself as having tools to help them get what they want, not trying to sell them something
- Teaching
Gathering Time Estimates and Budgets from Contractors
When working with contractors, systematically gather time estimates, budget requirements and delivery timelines for proper project management
- Teaching▶ 6:34
Telling Prospects You're Not a Match Commands Respect
One of the most powerful things you can do is tell a prospective client after 5-10 minutes that you're not going to be a good match for them
- Teaching▶ 1:08
Direct Payment Structure Questions That Signal Professionalism
Ask direct questions about payment structures: 'how do you get paid in a situation like this' and 'how does the value exchange work here'
- Teaching▶ 15:11
Redirect Price Objections to the Transformation Vision
When clients object to price or time, redirect them to what's more important in their life than achieving their transformation vision
- Teaching▶ 1:20
Ask What Your Next Step Is to Catch People Off-Guard
The surprising question 'what's your next step to create those outcomes' catches people off-guard and motivates immediate action
- Teaching▶ 0:50
People Already Know What They Want — Just Ask
Most people already have answers for what they want to achieve and avoid - they're just waiting to be asked the right questions
- Teaching
Early Rejection in Sales Saves Time and Filters Clients
Early rejection in sales conversations is actually valuable because it saves time and prevents working with unmotivated clients
- Teaching▶ 1:55
Processing Step Builds Client Rapport and Trust
Verbal commitments are crucial - guide clients to their action step then ask 'will you do it' and have them commit out loud
- Teaching
Moving the Free Line to Build Trust
Moving the free line by providing your best content for free builds trust and demonstrates value before asking for payment
- Teaching
Questioning Formula That Inspires Action From Within
This questioning formula inspires people from the inside by connecting their action steps to their desired outcomes
- Teaching▶ 0:12
Identify What Clients Want to Create Before Giving Advice
Always help clients identify what they want to create, achieve, and avoid before offering any advice or teaching
- Teaching
Telling Prospects You Are Not a Match Builds Respect
Telling prospects you're not a good match for them increases their respect for you rather than decreasing it
- Teaching▶ 16:59
Top Salespeople Qualify Better and Build Trust Faster
Top salespeople have two distinct abilities: qualifying the buyer better and building trust faster
- Teaching▶ 17:15
Sales Rejection Fear — Evolutionary Survival Reflex
The fear of rejection in sales situations is natural but outdated from evolutionary survival needs
- Quotable▶ 0:15
Creating a Detailed Client Avatar for Precise Marketing
in order to get someone to do something that will probably be challenging for them to do what we first want to do is get them to identify their biggest motivators so that we can align with those motivators
- Quotable▶ 1:59
Their Words and Phrases Are Far More Persuasive Than Yours
their words and phrases are going to be far more persuasive than your words and phrases
- Quotable▶ 0:50
Inner Growth Leads to Real and Lasting Success
this is what leads to the most growth and change and real success in life
- Quotable▶ 1:15
Fear Blocks Progress Until Lower Needs Are Met
how does the value exchange work that's one of my favorite questions
- Quotable▶ 1:06
Everyone Has Answers — They're Just Waiting to Be Asked
everyone has answers for these they're just waiting to be asked
- Quotable▶ 2:01
The Formula to Inspire Someone From the Inside
this is the formula to inspire someone from the inside