01
New Client Discovery
Can you see who is real without the distortion of hope?
Are you the Favorite or the Fool?
The Performance Lab
with Steve Shull
Mastering the Conversations That Matter Most
New Client Discovery. Full Fee. Pricing. You've been having these conversations since day one, and you'll have them for the rest of your career. The question is: are you doing what it takes to master them?
1New Client Discovery
2Full Fee
3Pricing
Steve ShullPerformance Coaching
These three conversations are non-negotiable, true difference-makers.
How can you be in this business, with this much on the line, and still leave it to chance?
This is a training program geared toward improved performance, not hope or inspiration. The client meeting should not be your practice field.
The Performance Lab is a structured environment to learn, practice, get coached, adjust, and do it again.
Get your reps in before they count.
02
Full Fee
Can you hold your value without needing to defend it?
A standard is only a standard if it holds up under pressure.
03
Pricing
Can you help someone discover what the market is revealing, without making them wrong?
The only thing that matters is buyer behavior.
The Cost
Winging it is not free. You just never see the invoice.
Every fee you discount. Every overpriced listing you take. Every "suspect" you chase… they all have real consequences, and they all fall under the heading of "Work harder, make less." Is that the approach you want to take in your business?
01
New Client Discovery
Six months chasing a client who was never aligned with you is not effort. It is six months you will not get back, spent on the wrong person.
02
Full Fee
One point off, on every deal, for the next ten years. Do the math on your own volume. Now imagine saying that number out loud, to yourself.
03
Pricing
An overpriced listing does not sit quietly. It burns your time. Your marketing dollars. Your momentum. Your reputation. And most importantly, the buyer who actually walks through the door.
You are already paying for it. In time. Energy. Money. Overwhelm. Exhaustion. Burnout.
No Exceptions
You need to be in a role play group.
You know it and you hate the idea. If you want to be elite and have a life… you have to get comfortable being uncomfortable.
End of story.
Get off the sidelines and get in the arena.
The Gap
Knowing what to do is NOT the same thing as doing it.
When conversations are easy, almost everyone looks capable. Pressure reveals the gap between what you know and what you can actually execute.
Pressure risesThe client pushes back. The listing matters. The outcome feels personal.
→
Survival OS activatesYour nervous system starts prioritizing relief, certainty, approval, and control.
→
Defaults appearYou stop operating from principle and start reacting from protection.
DefendExplainCorrectConvinceDiscountRescueChaseFill the silence
The goal is not to eliminate pressure. The goal is to perform under it.
Relief is not resolution, and in the moment, they feel exactly the same.
The Framework
Different conversations. Same framework.
The same five-step framework applies to all three conversations.
01
Remove Yourself as a Threat
Create safety. Empty your bucket. Come from a place of genuine curiosity.
02
Cross the Street
See the world through their eyes. Understand what they are thinking and feeling, and why.
03
Make Them Feel Understood
Articulate their world so accurately that they feel genuinely understood.
04
Help Them Think More Clearly
Lay out the landscape. Help them examine reality, challenges, and options without telling them what to think.
05
Empower Their Autonomy
Guide, do not lead. Give the decision back to them.
Emotion first. Logic next. Decision making last.
The Program
Fifteen sessions. Three conversations. One method.
The Performance Lab is a 15-session live training program built around three conversations: New Client Discovery, Full Fee, and Pricing.
Conversation 1
New Client Discovery
Starts August 31
1 90-minute training session
4 90-minute role play calls
4 90-minute role play calls
Conversation 2
Full Fee
Starts October 19
1 90-minute training session
4 90-minute role play calls
4 90-minute role play calls
Conversation 3
Pricing
Starts November 23
1 90-minute training session
4 90-minute role play calls
4 90-minute role play calls
1. Learn
The first session establishes the principles, framework, and approach for that conversation.
2. Prepare
Before each practice session, you will receive the scenario and prepare for the conversation.
3. Get in the Hot Seat
The majority of your time together is live role play. You will take turns playing the agent and the client, working through increasingly difficult real-world situations.
4. Review & Evaluate
After each rep, you will examine what worked, what did not, what you missed, and where the conversation changed.
5. Correct & Repeat
Make the adjustment and get another rep. The scenarios become progressively more difficult as the block continues.
Who's Teaching This
Steve Shull
Every rep, live, with Steve in the room.
Steve built The Performance Lab around one belief: agents do not improve by learning more concepts. They improve by practicing difficult conversations, under real pressure, with real feedback, and then doing it again.
Each session, he is in the room coaching the reps directly: correcting in the moment, raising the degree of difficulty, and holding the group to a standard of performance, not participation.
“The goal is not to eliminate pressure. The goal is to perform under it.”
The Calendar
The full schedule.
Mondays, 9–10:30 AM PT / 12–1:30 PM EST. No class on Labor Day (Sept 7) or Columbus Day (Oct 12). The program runs August 31 through December 21. All sessions are recorded. Click a conversation to see its five sessions.
Mon, Aug 31Session 1Content
Mon, Sep 14Session 2Live Role Play
Mon, Sep 21Session 3Live Role Play
Mon, Sep 28Session 4Live Role Play
Mon, Oct 5Session 5Live Role Play
Mon, Oct 19Session 6Content
Mon, Oct 26Session 7Live Role Play
Mon, Nov 2Session 8Live Role Play
Mon, Nov 9Session 9Live Role Play
Mon, Nov 16Session 10Live Role Play
Mon, Nov 23Session 11Content
Mon, Nov 30Session 12Live Role Play
Mon, Dec 7Session 13Live Role Play
Mon, Dec 14Session 14Live Role Play
Mon, Dec 21Session 15Live Role Play
Proof
What agents say after the reps.
“
Steve’s role-play has completely changed the way I have conversations. I’m more direct, more intuitive, and far more productive. The class is small, Steve is right there coaching you, and there’s nowhere to hide.
Terri A.
“
This group has probably had the most direct impact on improving my business. It has changed the way I approach difficult conversations with clients. I’m better at listening and having those conversations with more confidence. The weekly repetition is what makes the difference.
Tregg R.
“
After 23 years as an agent, discovering Performance Coaching with Steve Shull has been eye-opening. The role-playing groups create consistency, accountability, and areas to grow, and the community has pushed my performance to the next level.
Kevin W.
The Performance Lab
There are only a limited number of slots available.
Get your reps in.
Starting: Monday, August 31
Day/Time: Mondays, 9–10:30 AM PT / 12–1:30 PM EST
No class on Labor Day (Sept 7) or Columbus Day (Oct 12). Runs through December 21
