Crack the Code to More Clients with Cheri Tree

Crack the Code to More Clients with Cheri Tree

Norbert: Welcome to Between Two Coaches, a Digital Mentors podcast for coaches, consultants, trainers, authors, speakers, and experts. I’m your host, Norbert Orlewicz. In each episode, we have a conversation with successful and emerging thought leaders in the mentoring industry to share experiences, insights, and practical strategies to make a bigger impact with our work.

This podcast is sponsored by our Digital Mentors Compass Workshop. Most coaches struggle to enroll enough clients consistently—not because they’re bad at coaching, but because they lack clarity and simplicity in their marketing strategy. Simply put, they don’t know how to stand out in their market and attract their ideal clients.

That’s why we created the Digital Mentors Compass Experience. It’s a step-by-step workshop where you’ll clarify your marketing message and receive a personalized, AI-powered marketing report tailored to your business goals. This isn’t just another course—it’s an interactive workshop where you’ll walk away with a simple, actionable plan you can follow. Register for free at compassworkshop.com.

Today’s guest is Cheri Tree, and I’m very excited to have her here. We met years ago, and I’ve been following her work ever since. Cheri is the founder and CEO of Codebreaker Technologies. She’s a bestselling author, keynote speaker, and the creator of the B.A.N.K. methodology—a revolutionary personality-based sales and communication system that’s helped thousands of entrepreneurs increase their influence, income, and impact.

Welcome to the show, Cheri!

Cheri: Hey, so excited to be back with you, Norbert. How are you?

Norbert: I’m very good. I couldn’t believe it when you said we first met back in 2012—time flies!

Cheri: It really does. But that moment stands out for me. It was around some big events in my life, so I’ve never forgotten where we met.

Norbert: Let’s dive in. I like to start with a thought-provoking question. Why do you think coaching, mentorship, and entrepreneurship are more important now than ever?

Cheri: Honestly, the fact that we even have to add “considering everything going on in the world” says it all. People are facing a lot—economically, politically, personally. Technology is speeding up. Relationships are strained. Mental health is challenged. People need clarity. They need someone in their corner. A coach or mentor helps navigate all that.

And I love what Robert Kiyosaki says—“Stop taking advice from people more messed up than you.” It’s about finding the right guide who’s already walked the path you want to take.

Norbert: Love that. Where does your work fit into all of this? Why is B.A.N.K. so important?

Cheri: Great question. I created B.A.N.K. after years of struggle in sales. My first year, I made $700. I was told sales was a numbers game, to get more yeses I needed more no’s. But that didn’t sit right with me. I realized that to get more yeses, you need to study people—not just sales techniques.

So I created B.A.N.K.—an acronym that stands for Blueprint, Action, Nurturing, and Knowledge. These represent four different personality types. Once I started selling to people based on their type—not mine—my sales skyrocketed. And it’s not just for sales. It’s for leadership, coaching, communication—everything.

Norbert: I took the B.A.N.K. assessment and loved how fast and accurate it was. But I’m sure people listening are wondering—how is this different from other personality tests like DISC or Myers-Briggs?

Cheri: The key difference is this: traditional tests are based in psychology and help you understand yourself. B.A.N.K. is based in what we call “buyology”—B-U-Y—how people make buying decisions. It’s externally focused. It helps you understand the other person—what makes them say yes or no. That’s critical for sales and coaching.

Norbert: Makes sense. When I took the test, I came out K-A-N-B. Knowledge first. And it totally clicked for me. But it also explained why I struggle with making fast decisions sometimes.

Cheri: Exactly. K-types need logic, data, and certainty before moving forward. You can’t pressure a K into saying yes. They need to think about it. The A-types are the opposite—they’re fast, flashy, and risk-taking. N-types care about the mission and people. B-types want rules, structure, and plans.

Norbert: So if I know someone’s code, how would that change how I sell or coach them?

Cheri: It changes everything. If you’re a coach and your client is a Blueprint, and you coach them out of structure and process, you’ll lose them. If they’re Action, they want to move fast and make it fun. If they’re Nurturing, lead with heart. And if they’re Knowledge, show them the logic.

It’s like having a PIN code for their emotional bank account. Crack it in the right order, and you unlock trust, connection, and the yes.

Norbert: Powerful. So how do we figure out someone’s code if they haven’t taken the test?

Cheri: There are four ways: guessing (the hardest), card sorting (in-person), our digital assessment (what you did), and now—AI. Our system can analyze text, social media, even LinkedIn profiles to predict someone’s code. It’s like giving you a sales playbook for each person.

Norbert: Wow. That’s game-changing. And what I love is that it applies not just to sales, but to relationships, team building, even parenting.

Cheri: Exactly. We’ve had clients say it saved their marriage, helped with their kids, prevented bullying in schools. This is about more than making money. It’s about connection.

Norbert: And the science backs it. You mentioned a study that showed when personality types are matched in the sales process, conversion rates go up to 82%.

Cheri: Yes. And most people are just winging it. When I started using this, my income went from $72K to $500K in a year—and over $1M shortly after.

Norbert: Amazing. So for people who want to get started with B.A.N.K., what’s the next step?

Cheri: Go to crackmycode.com/free. Take the free assessment. You’ll get your code and a detailed personality report. Then, you can register for a free 4-hour masterclass where I’ll teach you how to use B.A.N.K. in your sales, your coaching, and your life.

Norbert: Perfect. Thank you, Cheri. This has been incredible. Everyone listening, make sure to subscribe, leave a review, and share this episode with someone who needs to hear it. And don’t forget to register for the next Digital Mentors Compass Workshop at compassworkshop.com.

This has been another powerful conversation Between Two Coaches.