The Four Certainties: What Clients Need Before Saying Yes

In today’s episode, Larry and Cody expand on last week’s discussion about trust and move into the next critical phase of every professional conversation: certainty. Once a client trusts you, they still need clarity around four specific dimensions before they feel ready to commit their time, money, and emotional energy to a meaningful process. This episode breaks down each of those certainties—what they mean, why they matter, and how to address them directly instead of hoping they resolve themselves. 

They start with certainty in themselves, exploring why clients often doubt their ability to follow through and why coaches must help them uncover their past successes, failures, support systems, and obstacles. From there, they move into certainty in the plan, walking listeners through the four-phase Active Life method—Assess, Develop, Ascend, Freedom—and how to tailor detail or simplicity depending on personality type. This proactive clarity helps clients visualize the journey and understand what long-term success will require. 

Finally, the conversation moves to certainty in support and certainty in the decision. Larry and Cody unpack how clients evaluate the professional and the environment: Do they trust the team? Do they understand the support structure? Is the timing right? They highlight how the best coaches stay calm during this phase by being agnostic to the outcome, genuinely committed to helping people find the right fit—not just making a sale. This episode gives professionals a complete blueprint for guiding clients through confident, aligned decisions.