===FILE=== -_03Pd5RFTk - How To Know If You’re Actually Working Hard Enough.txt
https://youtu.be/-_03Pd5RFTk
How To Know If You’re Actually Working Hard Enough

[0:00] You know, a fun frame with that is when [0:02] someone says, "Must be nice." You can [0:06] just say, "Yeah, it is." [0:09] Or someone says, "Man, you must have [0:12] exceptional genetics to have the body [0:14] you have." And it just happens so easily [0:15] for you and you're like, "Yeah, it's [0:18] sweet." And the thing is is that if we [0:21] think if we were to just say like if we [0:22] lean into it, right, to some degree by [0:26] leaning into it, you also eliminate a [0:28] competitor. if you want to hear my my [0:29] ugly side because if I just affirm the [0:32] fact that they think it happened [0:33] overnight or that it was genetic or [0:35] whatever [0:35] makes it more out of reach, [0:37] right? [0:37] Yeah. I've thought, dude, I've thought [0:38] about this. So, this is such a good [0:40] point. Such a good point that [0:44] somebody telling you going David [0:46] Gogggins mode and somebody saying, [0:49] "This is how hard I had to work to [0:52] achieve this thing. Look at how hard I [0:54] had to go through and look at all of the [0:55] setbacks I had and look at just how in [0:58] the red I was before I got to the black [1:00] before I got to the green. Just look at [1:02] all of these things. People see that as [1:04] a threat. People see that as a humble [1:06] brag. But what it is is a treasure map. [1:10] This is where I was and this is where I [1:11] went and me with all of my [1:13] inefficiencies and deficiencies and [1:16] setbacks got from there to here. You [1:19] aren't even as far into the red as I [1:20] was. So all of the talk I I understand [1:23] why Hustle Pawn kind of gets a cringe [1:26] push back from the world, but what it [1:29] actually should be is an unbelievably [1:31] empowering message that anybody can get [1:33] from wherever they are to wherever you [1:35] are. [1:36] The much more disempowering one was, [1:39] "Yeah, man. It, you know, it just comes [1:42] to me easily." So yeah, if you really [1:44] want to [ __ ] somebody up, tell them that [1:46] it's ineffable. tell them that it's [1:48] ethereal and astral and you can't get [1:51] here. [1:53] One of my favorite ways to help someone [1:56] overcome an excuse or a limiting belief [1:59] is to tell them I believe them. And so [2:03] if I'm like, "Hey, why don't you double [2:04] your prices?" And then they give four [2:06] reasons why they can't double your their [2:07] prices. And then I'll say, [2:10] "Then you'll fail forever." [2:14] And then they're like, "Well, no, [2:16] because x, y, and z." And it's like, [2:17] great, glad we got there. [laughter] [2:20] That's like your thing about only one [2:22] person can be in the angry boat. One [2:24] person can only be in the negative boat. [2:26] Yeah, it work. It's unbelievable how [2:28] powerful that is. Um, [2:34] what's interesting about a lot of the [2:36] discontent that we have around how [2:37] people judge our success or achievement [2:43] is that we have this unspoken demand [2:46] that they have a visceral understanding [2:49] of everything that we went through [2:51] without having been there. And the [2:54] problem with that is that if they [2:56] understood everything, then they would [2:58] have a complete understanding of how to [3:00] do it themselves. And so it's making an [3:03] impossible demand of strangers to [3:05] somehow be successful already so that [3:08] they can appreciate our success. [3:10] Also removing your competitive [3:11] advantage. [3:13] And so it's interesting, this is just [3:15] for everyone who's listening, is that [3:17] Chris, you can probably attest to this, [3:18] is that um of the people that I've met [3:22] in my life who've been extremely [3:23] successful at any endeavor, there's this [3:25] kind of and I want to make a video about [3:27] this, but it's what people say in the [3:30] back room. And there are these common [3:32] things that we say to one another that [3:35] other people [3:37] wouldn't believe. So, we're like, they [3:39] just don't get how much actual work it [3:42] is to do a podcast like this. PE like [3:45] you don't actually get that what 100 [3:48] hours of preparation for one 1-hour [3:51] event looks like. you you can understand [3:54] it conceptually, but when you actually [3:56] set a timer and you only use that timer [3:59] and you pause it when you stop working [4:00] and you do 100 hours of work, all of a [4:04] sudden by the end of that 100 hours, you [4:05] have a very different understanding [4:08] to the very granular level of [4:12] what it takes to be great at anything. [4:16] And that's a 100 hours, not 10,000 [4:18] hours, but 100 hours with feedback. And [4:20] so [4:21] everyone's like in the back room. They [4:25] want this magic pill. They want to they [4:27] want to know the secret. But there is no [4:28] secret. It's just hard work. But I think [4:30] the thing that everyone who's who's [4:31] listening lacks is the context on how [4:35] hard hard work is. Not in that it's [4:38] complex, but just in that it's a [4:40] continuous and unending focus on one [4:43] thing and noticing the details that [4:46] separate mediocrity from greatness. And [4:48] if you're like, I don't know what the [4:49] difference between those two things is, [4:51] that is the opportunity that hard work [4:53] reveals. Is that it takes watching [4:57] 10 hours of you presenting and then [5:00] taking notes at every time that you say [5:02] um or that a transition between slides [5:04] is unclean or that the audience kind of [5:07] gets lost there because I can see that [5:08] there's no reactions to that. I should [5:09] probably add a visual there. And then [5:11] when you go slide by slide realizing [5:13] that, okay, I can put a thousand slides [5:16] together for 90 minutes of presenting if [5:19] I really put one thought with one visual [5:22] per slide. And every one of them, and I [5:24] love this description, is like a coat of [5:26] paint. It's like you just put another [5:28] coat of paint on the skill set or the [5:30] achievement that you're working towards. [5:32] And most people expect that the pencil [5:36] wireframe that they do on their first [5:37] shot is hard work because that's the [5:40] hardest they've worked, not the amount [5:43] of hard work that is required in order [5:47] to get the level of outcome that they [5:50] say they want or that they expect. And [5:52] so there's a divorce in reality because [5:55] they don't have the context from which [5:56] to make a judgment because they've never [5:58] been great at anything. And until you [6:01] get great, because as soon as you get [6:03] great at one thing, you realize just the [6:06] tremendous amount of hours and work that [6:08] it takes to be great at one thing. And [6:10] then there's this oh [ __ ] moment that I [6:11] can express personally, which is you [6:13] realize that there's so few things that [6:14] you can be great at. And then the [6:16] discipline comes down to saying, what [6:18] are the two or three things that I can [6:19] be really good at in my life? Because it [6:21] will take me five to seven years to be [6:23] exceptional at this one thing. And so [6:25] like even like making content, a lot of [6:28] people see my stuff now, but I just had [6:30] a friend send me a video that he [6:32] interviewed me before I made any other [6:34] videos and I showed I sent it to my team [6:37] and uh he was like, "Dude, I I watched [6:40] it and he was like and it was you, but [6:42] then I like I covered the face and it he [6:44] was like I mean it's your voice but he's [6:47] like your clarity of thinking wasn't [6:48] there and the way that you articulated [6:50] and the thing is is it's it's uh if to [6:54] the untrained I to a beginner, they look [6:56] at that video and they look at my [6:58] current videos and say, "I don't get why [7:00] he blew up because it's the same dude." [7:03] But the master or the expert level can [7:06] say, "I can give you a hundred different [7:09] things that could have been better about [7:11] his now or his old videos compared to [7:14] his now videos." And it's the [7:16] granularity of that feedback that allows [7:18] you to see the discrepancy between your [7:20] current and your desired. And I think [7:22] that once you [7:25] actually give yourself the reality [7:27] glasses, not the wo is me glasses, but [7:29] think, no, really, if I had to do this, [7:32] what are what are all of the things that [7:33] I would have to improve? Then you see [7:35] how incredibly long that list is? And [7:38] then you take this deep breath and that [7:41] list is the hard work. It's starting at [7:44] the top and then wanting to cross the [7:47] first one off after your first day, but [7:49] then realizing you still haven't done it [7:51] well enough to cross it off and you're [7:52] like, "Wait, I have to do another day [7:53] and I still haven't quote made a dent in [7:55] this list." And then you do it another [7:57] day and a third day and a fifth day and [7:59] a fifth week. And then all of a sudden [8:00] you're like, "Okay, I think I've got the [8:03] first one done." And then you still look [8:04] at this list, but along the way of doing [8:06] that first one, you realize 20 other [8:08] things that you could add to that list. [8:10] For every one that you cross off, you [8:12] create 10 more because you start to win [8:14] in the weeds. You start to look at a [8:15] higher resolution. [8:19] And that's the neverending cycle of [8:21] excellence. [8:23] Real quick, if you're a business owner [8:25] and you are not growing as fast as you'd [8:27] like, I'd like to give you a free gift. [8:29] So my team and I put together the $100 [8:31] million scaling roadmap, which is [8:32] basically 200 hours of us looking over [8:34] all the portfolio companies we've had [8:35] and what stages of growth they went [8:38] through and more importantly where they [8:39] got stuck and how they got past it. And [8:41] so we broke it into these 10 stages and [8:43] we made this little kind of quiz thing [8:45] where if you put in your business [8:46] information, it'll tell you where you're [8:47] at and the most important part for you, [8:49] what to do for each of the business [8:51] across product, marketing, sales, [8:52] customer success, recruiting, IT, human [8:54] resources, and finance. And so no matter [8:57] what you're struggling with, someone [8:58] else has already struggled with it and [9:00] solved it. And so I'd like to give you [9:02] this thing absolutely free. You can go [9:03] to acquisition.com/roadmap, [9:04] plug in your business information, and [9:06] if you want us to actually help you [9:08] deconrain the business and you're trying [9:10] to scale, we'd love to help you out on [9:12] the thank you page. You can just book a [9:13] call with my team and we will look at [9:16] the business, see if we can help, and if [9:17] we can, we'll invite you out to Vegas [9:19] and we'll do this in person live.

===FILE=== -nfAO26sCzY - Missionaries vs Mercenaries Who Makes More Money.txt
https://youtu.be/-nfAO26sCzY
Missionaries vs Mercenaries: Who Makes More Money

[0:00] A lot of people just like blow their workload, for lack of a better term, uh, for the school games and then they're like, "Okay, I'm done now." It's like, [0:08] bro, like that effort is how you do business for an extended period of time. [0:12] Like you work that hard and then you just don't stop working. And I think the reason that people don't do it is because they're doing it to win, not to help the community. [0:21] [ __ ] Yeah. And so, uh, if you really believe in your mission, then you don't stop because you're not doing it for you. So, just as a side note, like [0:28] that's that's in my opinion the reason the people who are missionaries versus mercenaries make the most money over the long haul is that mercenaries it's it's [0:36] easy to satisfy your own bucket. Even though you know people's goals for themselves can get bigger and bigger, when you have a goal that's so much bigger than any one person like Bezos [0:43] with he's like I just want to make a store for every that just delivers stuff conveniently for everyone, right? Um he's a missionary, right? And Elon is a [0:52] missionary. And so those guys build things bigger because it's not about the wealth. Of course, they get the wealth along the way. That's an outcome. But um [1:00] 1 minute they keep pushing past their own personal needs because they're driven by something bigger. So just a little selfch check for anybody who and this I'm looking at you guys who uh have won [1:09] in the games in the past and then all of a sudden you took your foot off the the gas pedal. Um that level of effort at a sustained rate is what makes you a [1:17] champion. So how do you transition [clears throat] I mean, honestly, I think you just get used to working at that level. I also [1:26] think that what people don't do is they they gas themselves, but they don't think, how can I keep this input continued? So, it's like, if this input [1:34] created $50,000 in MR, can I have somebody else take off twothirds of the things on my plate? And then we still have that same input. [1:42] Like, my team still does more input than most of you all do. Well, I'm gonna say all of you. I'm just gonna say it. I'm gonna be I'm gonna I'm gonna I'm gonna I'm gonna generalize. broad broad broad [1:49] brush strokes. My team does more than you guys do. Um, but I probably do less than you do. And so it's it's looking at the inputs from a macro perspective, not [1:57] from like your own work ethic. The work ethic that you have to do now is like, sure, you have to learn the skill and then you have to transfer the skill, which is the second step. And a lot of you guys don't get to that second step. [2:05] You just say, I can't do this forever. [2:06] And of course, you can't because you're doing four people's work. Um, but the work that you have to do is transitioning to getting somebody else to be able to do it just as well. Um, or [2:14] sometimes it's two people or three people who do it just as much as you to do one person's work. And that's okay.

===FILE=== 0BJXgkfJsJ4 - How to Find Your Ideal Customer (Most Businesses Miss This).txt
https://youtu.be/0BJXgkfJsJ4
How to Find Your Ideal Customer (Most Businesses Miss This)

[0:00] How can you narrow down my avatar ideal [0:03] client? I can't seem to get it. [0:06] All right, this is for everybody. I do [0:08] this with like honestly more than half [0:10] the businesses that I buy and it's one [0:12] of the biggest value unlocks you can [0:14] possibly do in your business. Look at [0:16] all the customers that you have sold. [0:18] Look at the ones that are the top 20% or [0:20] the top 10% that have done really well. [0:23] Then look at all of them and say, "What [0:24] do all these people have in common?" and [0:26] specifically what do they have or not [0:28] have that everybody else has or doesn't [0:30] have. And the idea is that you want to [0:32] select one, two, three, maybe four [0:34] characteristics that make them unique. [0:36] And I promise you, if you look, you will [0:38] find it. And you have to think about [0:40] different different filters. So you [0:41] think demographics, who you know, what [0:43] do they look like? Who are these people? [0:45] Think psychographics, what are the [0:46] things they believe? You think [0:47] geographics, where do they live? You [0:48] think activities, what have they done or [0:50] what did they do that other people [0:51] didn't do? Um, and when you put those [0:53] things together, you'll be able to get [0:55] really laser targeted on the type of [0:56] customer that you provide the most value [0:58] to. And so that's the that's the formal [1:00] way of doing it. The back of napkin way [1:02] of doing it is think about the clients [1:04] you love. Think about what those people [1:06] have in common, the ones that you help [1:08] the most. Just find those and be willing [1:10] to say no to people who aren't that. And [1:13] this also to the whole specificity point [1:16] allows you to be specific. [1:18] So this allows you to niche down on your [1:20] messaging. And when you niche down in [1:21] your messaging, you can raise your [1:22] prices and you'll also increase your [1:25] conversion rates.

===FILE=== 0EqJD2o-Mnk - Helping 6 Business Owners Scale in 33 Minutes.txt
https://youtu.be/0EqJD2o-Mnk
Helping 6 Business Owners Scale in 33 Minutes

[0:00] I've been in business for 14 years. I recently did a $ 106 million book launch in a weekend. And our portfolio of companies at acquisition.com is over [0:05] $250 million in aggregate revenue. And a portion of that is brick-andmortar chains that we own. And so in this [0:11] video, I'm answering your questions about how to scale specifically a brick-and-mortar HVAC business. And for [0:16] all those questions, I try to do my very best to make the solutions as tactical as humanly possible so that you watching [0:22] promote can actually use the stuff. Enjoy. My name is Thomas. I uh sell roofing and exterior remodeling. We do uh close to 6 Roofing & Exterior Remodeling ($6M → $100M) [0:29] million this year. I would like to be at 100 million. What's stopping me? And I I'll be a little bit vulnerable. I would [0:34] say it's comfort, distractions, and fear. And food. Fear. [0:39] Oh, sorry. I was like, [laughter] "All right, good to know." You know, food. [0:45] Sometimes I feel that way, too. Um, so the the comfort is I have built the business. I've replaced myself in every [0:52] aspect. I can work two to three hours a week and it run fine. Okay. Um fear, I would say the fear of [1:00] losing family time, uh the work life balance. Sure. And the distractions are uh my other [1:07] I've got another business, drunk removal business. Um I've got real estate. I've [1:12] got uh just all kinds of little What do you think you should do that you're not doing that you want me to tell you to do? [1:20] So So I know I need to go all in again. Okay. And and I did that the first 5 years that I that business and it worked out [1:26] great. Um went through co um I got, you know, kept the business going really well [1:33] and I worked myself out of a job, got comfortable. Okay. So, I don't know what I'm looking for [1:39] you to tell me to do. Well, I'll say I'll say this differently. Um, I think regrets come [1:45] when we imagine the upside that we don't have without taking into account the [1:51] cost that we didn't suffer. And so I think we regret um when we [1:57] imagine the upside that we didn't get without also considering the downside [2:03] that we didn't suffer to get it. Um, and so I think that's where a lot of regret comes from cuz it's not it's not real. [2:09] So, it's like maybe there's some girl that got away or some business opportunity that got away and we just imagine this amazing thing, but not the [2:16] trade-off that we would have to do in order to get it. We just imagine the upside without the downside. And so, I would say a couple things. So, one is um [2:24] I think that there are there are trade-offs that we always have to make and I don't I don't think they're right [2:30] or wrong. I think they're just their preference. There's no right answer to how much work life balance you want to have. It's right for you. And so said [2:37] differently, if I like cookies and I'm good with that and I also want a six-pack, I just prefer cookies to a [2:43] six-pack. It's just that's the trade. And I think the the dissatisfaction comes from wanting both. [2:49] Right. Right. And so either want less or trade more. And I think [2:57] that's really what it comes down to in terms of like is there a path where I can work no more than I currently am um to go from 6 to 100? There probably is. [3:05] It depends on how much you're willing to pay other people. And so you might have to take a short-term hit in terms of profitability uh to bring in the level [3:12] of talent that you want to expand the business on your behalf to where you want it to go. And so as long as you are the type of [3:18] person character-wise that they would want to follow and believe in your vision and you can make your vision big enough that they think that their aspirations can fit within it, you can [3:24] get that type of person. But like it's it's 100% like you're you're graduating right now into the who [3:29] game. Um, but there's levels of who's, you know, like I remember the first time I hired a $50,000 year employee and I [3:36] was like, "This is [ __ ] This is what I'm talking about." You know what I mean? Like I went from minimum wage, you know, labor to 50. I was like, "This [3:43] they can read. They can write. Like, let's let's go." You know what I mean? Uh, and then I I hired my first six [3:49] figure employee and I was like, "Oh, what was I talking about?" Like, "This is what's going on." And then I hired my first 250, first 500, first million, [3:55] first multi-million dollar per year employee. Um, and it's just levels. And so, um, Chiron, who's our president, [4:01] said this to me years ago, but I always remembered. He said, "The best the best talent's always in the future." So, whatever we have today, the best [4:07] people are always ahead of you, not behind you. And so, um, I think for you, [4:13] if we if you really do want to accomplish it without making the trade, you will make a trade because if you change nothing, nothing will change, [4:18] right? So, we have to change some some component of your life. And so, the question is, which thing do you value [4:23] the least? Do you value having more profit or more time with your family in [4:28] the short term? In the long term, you can make it up. You won't make up family time in the long term. You can't make the profit up in the long term, [4:34] right? So, if you're willing to give up short-term profit, you can bring in highle talent and then they can lead the growth. [4:40] Okay? In terms of the uh the fear stuff, I mean, I would just say like just hold the line. If you they're like, I'm afraid of [4:46] losing time with the family, it's like just don't like I you know, and then in terms of the real estate thing, I see real estate [4:51] because I know a bunch of entrepreneurs. have a ton of real estate. Um I don't like as long as you're not like actively [4:57] running it. Um like that's why I'm a big fan of like REITs and funds. Uh because you have if [5:04] you have you know good partners and that stuff um they can just run it. You can make better than the market and then but [5:10] it's not it doesn't change anything about what I do. Like me putting in the S&P or me buying another big building changes nothing about my life. And so [5:16] it's not a distraction unless you're like, you know, if we could add a gazebo and what if we added a different roof [5:22] because I'm a roofer and what if I combined what I'm really? And you're like, dude, stop. Just like let the real estate be the real estate, let the [5:28] business be the business and just keep them apart. As long as you're good there, cuz I think you said distraction. Um, actually, let me double checking [5:34] that real quick, which is when you said you're uh the distraction thing that you're afraid of. Why are you afraid of that? [5:40] I'm not afraid of it. Okay. I'm just I've got ADHD and I I I collect gold and [5:45] silver. I buy houses, I buy buildings, I I mean it's just yeah, little bit of the red dress. [5:52] Well, as long as it doesn't change anything about what you do, I don't care. But if it's like now I check this [5:57] stuff all the time and it like eats up my days, then yeah, I would say that's a problem. Um, and it's only a problem if [6:03] you decide it's a problem. Like you might just like that stuff. It's just like I sacrifice my goals cuz I enjoy this ADD. [6:10] You know what I Like the cost of the big thing is the new stuff that you have to give up to keep it going. Yeah. [6:15] Thank you. I feel like we need some amens. This [laughter] is great. Like a good meal, right? Yeah. I appreciate it. [6:23] Um but yeah, that's like the cost of the big thing is all the new stuff you have to give up that you don't get to pursue. All the exciting things that you will no [6:29] longer participate in because you want to do one thing big. Okay. And I think um for me personally, I had this moment [6:36] um I think a while ago, but like I had this realization of how long it takes to get good at anything. And then I thought [6:42] about, oh, I only have like 30 or 40 more productive years [laughter] at most. And so I'm like, I've got like [6:49] four or five big seasons in me left. Yeah. And so that's it. And so I don't have [6:55] like unlimited shots on goal. I've got four or five big runs in me. So [7:01] hopefully that helps. I appreciate that answer because I thought you were going to say sell everything and I mean they're investments. I mean I'm [7:08] not going to tell you to sell your investments. I would say keep passive stuff passive. Don't make it active. That's like incurring cost because if [7:14] you're going to make it active then make active money. Yeah. If you're like I I want to take my passive money and then make it cost me [7:20] more time to get 5% better returns. It's like you're going to get way better returns in your active income than your [7:25] passive and just I would just keep active active. Keep passive passive. Thank you. Appreciate My name is Cory. I'm an Electrical Contracting ($1.6M → $5M) [7:32] electrical contractor. I do 1.6 million a year. Probably keep about 650 of that. [7:37] I'd like to be about five is kind of what I can see right now. Okay. My biggest constraint is myself plus [7:44] hiring quality candidates. So, you can handle the volume you have right now? So, you can't handle the [7:49] volume you have. You could get more business, but you can't handle it. I can handle it when the whole crew is here. [7:54] And then as soon as one guy's gone, I'm back in the van. Yeah. So, you need more people. More people. Yeah. I got So we have to think about [8:00] like so this is probably a multi-step thing just for everybody like as we're following through this is like if we [8:06] have if you have enough business which it sounds like you do that's not the constraint then it probably means we need to bump price and we bump price so [8:13] that we can have the cash flow so that we can hire the extra person so that you have redundancy in the team right like [8:18] if Alex had to hop in if if Tim's sick that's not going to work right we have to have two or three backups for any [8:24] person who's here so that I can keep doing my job right and so but I only do [8:29] that if I have the cash flow to sustain multiple tips, right? And so, this is [8:35] where sometimes it's like a multi-step solution. So, it's like we have to fix the pricing uh component and it's like, [8:40] okay, well, I feel weird charging more because other people in my market charge even less than I do and I'm a little bit [8:46] above the market, right? So, then we have to think about the offer. It's like, okay, so the offer might be the issue, which is like, okay, can we make [8:51] our thing faster? Can we make it more reliable? Or we can make it easier, right? And can we guarantee around that? [8:57] And if the answer is yes, then it's like great. Well, then that's what we're going to charge our premium and bump prices by 20 to 40%. Which sounds like a [9:03] lot. I know. But we say, hey, if we don't meet any of these qualifications, I'll give you all my profit back. Which [9:09] means that you raise the price and if for some reason you don't meet it, you go back to the exact same price you're charging now. But everyone that you do [9:14] meet everything on, you get all the juice. And if no one else does those kind of guarantees, which basically no [9:19] one does, uh, then you can basically say, well, the reason that they're not doing that is because they're not [9:25] confident they're going to be on time and on budget. Right. And I am. And so it's very easy [9:30] for for somebody else to say, "Hey, I'll do this job for you and maybe I'll be on time and maybe I'll be on budget." Uh, but if I have no teeth in that [9:36] agreement, I might promise that it'll be free and I'll be done tomorrow. But if I don't have to be right about it, who cares? Sure, I'll be done tomorrow. And [9:43] they'll be like, "Oh, I guess I get your point." Like, right? I'll be done by this time and it'll be done satisfactory at this price. Period. And you know that [9:50] when you sign this, you get that. That's it. And if for some reason something happens, we'll come back and fix it. Right? And so by doing that, um, you'll [9:57] be able to increase the cash flow, which will then allow you to go recruit the extra tech that you need so you can stay above the business and then ultimately [10:03] honestly just keep advertising it so that you can keep hiring and and backfilling. Okay, I can see that totally for my [10:09] service calls and stuff like that. Kind of my bread and butter is I chase six or seven different heating and [10:15] cooling companies around and do all their electrical work. Cool. So they take the lead. They I have a flat rate sheet for that. [10:21] But the biggest thing they always complain about is price. And we're super efficient. We get in, get out, but they're always [10:27] complaining about the cost that we came in at. Do they still buy from you? [10:33] Have for six years. Yeah. I mean, I care more about what people do than what they say. [10:39] Okay. Everyone would like it cheaper, right? I would like it cheaper. I would like all of you guys to get paid less, [10:46] [laughter] right? But it's it's it Yeah. I just I I pay [10:51] very little attention to that. Okay. Like customers will always want it cheaper. They will always want it faster. They always want it guaranteed. [10:57] Like these are all like that will not change. So when I'm moving my prices, don't even Yeah. Be like this is what it is. [11:03] Okay. Yeah. Now to to make yourself sleep better, you have six or seven guys. It's like wouldn't it be cool if you had like [11:09] 60? Yeah. Right. So then we go back to the top here, which is you have your way of getting customers, which is mostly [11:16] chasing these six or seven heating and cooling companies around. And so it's like what do you get? What do you do to get the heating and cooling companies? [11:21] Basically, I've worked for one for 15 years and it's just constant. Yeah. And then uh the other ones since I [11:27] opened my business shortly after they've been with me and so really I have no you have no marketing function. Yeah. So [11:34] you should start doing this is what I would do if I were you. I'd start doing outreach to other heating and cooling companies. Say, "Hey, let me quote some [11:39] of these jobs for you." Like a lot of people are just stuck with the person they're they're with. They're not happy. They're not unhappy. They're just [11:44] whatever. Like let me at least bid some it'll just keep them honest at least. Mhm. Right. Okay. And so then you can just [11:50] start bringing business for yourself and that'll just give you more leverage with all of the other kind of uh negotiations [11:55] that you have with the existing companies. Okay. Cuz right now you're just dependent on them. So they have all the leverage. [12:00] Well, yeah. And then as soon as they like I'm missing out on work. Yeah. Because as soon as they say, "Hey, we [12:05] have a job tomorrow." Yeah. I'm going cuz they're my Yeah. They're my whales, right? So it's more whales. Okay. [12:12] Yeah. So we need more whales. But to get more whales, we have to tweak price to get so that we can hire the manpower. Like it's usually multi-step solutions [12:19] because like for most businesses it's if it were one thing you probably would have already seen it. So it's usually [12:24] second order or third order that has to change so we can reverse engineer it back to the fixing the core problem. Gotcha. Thank you. [12:31] Does that feel good though? Yeah. Okay. Appreciate it. Real quick I'm going to show you the exact 10stage road map from zero to 100 [12:37] million plus that less than 1% of companies finish I've now done multiple times. And so I can say with a lot of [12:42] confidence that these are the stages as headcount increases that you need to get through. And I broke each of these down [12:49] by eight different functions of the business. What the constraint feels like what are the symptoms of it when you're going through it. And then what steps we [12:55] actually took to graduate. And we've done this across software, physical products, uh service businesses, [13:00] brickandmortar, all of this. And it works. And it's my gift to you. It's absolutely free. And so the link's in [13:06] the description, but you just go acquisition.com/roadmap. Just enter your info and it'll spit it right back to you. All free. My name is HVAC ($1.5M → Dream Team) [13:11] Tanner Jarrett. We're at 1.5 mil the dateing 700 net. My big concern is how [13:19] do I make the dream team like you have here? How do I get technicians on board, sales guys? [13:24] Yeah. Like make it work. So, [sighs] okay. What breaks when we do [13:30] more? What breaks? Like what stops you from doing this? Uh we're going to figure out which one like order of ops. What stop what what what [13:36] breaks when you do that? Biggest issue is technicians. Okay. So tax is the is the issue. Okay. [13:41] So what do you what do you make on a tech? Uh anywhere from 180 200 300,000 a year [13:50] per Yeah. after cost. Uh-huh. Damn. All right. Well, this year. Yeah. [13:56] Your dentist, you giving you a run for your money there. You're saying, man. All right. All right. So, we got 300K [14:01] for the texts. Got it. Um All right. And you need them local and Boseman. Yes. Okay. Um, and what are you doing right [14:09] now to recruit techs? Uh, honestly kind of just gave up lately. Yeah. [14:14] Yeah. I would imagine that would make it difficult to recruit more techs. [laughter] [14:20] So then then let me then let me ask the next question which is like what stops you from recruiting more techs? Not the [14:25] decision. There's I like some of you guys have probably seen that management diamond that I have which is like people don't know that you need to [14:31] do it. They don't know how to do it. Um they don't know when to do a buy. They have something blocking them or there's a motivation issue. I'm assuming you're [14:37] motivated. I'm assuming you already know that you need to do it and how to do it 100%. So, and you need to know the when is [14:42] now. So, I'm guessing there's something blocking you. My thing that's blocking me is I have to [14:48] be involved I believe in every single strong words. Yeah. Every single aspect of the company [14:55] have to or choose to. Choose to choose to speak. You know, sing from say okay [15:00] and so I can't I can't let it go. Okay. So, can't or won't. We have some Okay. We have some very [15:06] high-end clients, too. Okay. So, we work at the Yellowstone Club. Okay. In Montana, Spanish Peaks. [15:13] I know Matt Damon, Jennifer Garner, Mark Zuckerberg. I mean, you don't need a name drop. Yeah. Sorry. [laughter] But I [15:19] You're a big deal. I'm not a big deal. It's tiny. Ed told me to say it. [laughter] [15:26] Anyho, and so it's it's hard to let that go, you know, that [15:32] Yeah. that ego. So, [laughter] well, so fundamentally this is I guess this is I [15:37] mean keyman is the number one risk of every business um for two reasons. One, no one wants to buy it. But second, you want to kill it yourself at some point [15:43] because you're like I don't want to do it. You said you burnt yourself in the ground, right? So, um what we have to do is if we look [15:49] at all of the things that like look at your behaviors, not your feelings around them, and say, okay, these are all the things that I do on a daily basis. [15:56] Some of those things someone else can do. Now, there's for sure things that are higher leverage, higher value. It might be that for you doing the design [16:04] for stuff is the highest leverage thing. I don't know. It might be it might it's definitely not using your hands. I can promise you that. Um it might be getting [16:11] the relationship and managing the relation. That might be the most valuable thing. So if we just did if we if we did a rank order, this is what [16:17] you'd have to do is like we do a time study which is step one. So take an Excel sheet. You can open up on your [16:22] phone. Every 15 minutes you have an alarm. It'll annoy everyone. Don't worry about it. And every time it goes off, [16:28] you just write what you did in the last 15 minutes. And at the end of the week, you can look at all those activities and [16:34] rank them in terms of revenue. Like which of these is the most valuable and most unique? And then when you look at the bottom half of that list, does it [16:40] neatly fit into some person that either exists currently that has bandwidth or [16:45] somebody that we can hire. And part of the the good news that you have is that [16:51] when you serve premium customers, which you do, you can charge a premium, which you do, which means that you should have excess margin so you can get premium [16:57] people. And so right now what will probably be required is that you have to [17:03] lower your tolerance for mediocrity on your team. And so it might cost so if it's if [17:10] you're going to make $300,000 per year for a tech, it's like would you be willing to spend $50,000 to go get [17:15] another tech who's good? 100%. Right? And so that's a combination of like you could try the recruiting firm [17:21] thing which is a thing. One that you probably haven't thought of that I would strongly recommend this probably be the unlock for you is run national ads and [17:29] then offer a really generous relocation package. So make the 50 basically a signing [17:35] bonus. You get 25 now and 25 a month. Six. What do you think about instead of having W2 employees and how much they [17:42] cost running 1099 service tax? You're a business. Do they have to show up at certain times [17:48] and do work specific the way you want them to do? Yes. They're employees. employees. Yeah. Unless they're like they're not [17:54] vendors, they work for you. If you have meetings and they have to show up, they're they're employees. Um so no, you like [18:00] keep a W2. You want to go more legit, not less legit. Okay. Yeah. Um but fundamentally, like if you [18:08] were to spend this $50,000 to go get another tech, we just have to like getting the tech I don't think is going [18:13] to be that hard honestly if you're just willing to spend money for it, which you have the money to do it. Um, and then [18:18] the other piece is, okay, now that this person comes on, I have this big stack of stuff. How can I give them a third of it or half of it? And then all of a [18:24] sudden you get those time back. And so let me ask you a different question. If you got half your time back, could you [18:30] double the business? 100%. Right. And so that's the game. Yeah. Roofing ($3M → $10M) [18:36] Beautiful. Thank you, Alex. My name's Trenton. We sell roofing. Um, we're going to do about three million [18:42] this year. We'd like to be at 10 million. My biggest constraint or what's stopping me is that um for the last you [18:48] know eight years all of our lead genen has been from weather from doors you know so it's been 100% uh [18:55] doortodoor lead genen and now when we're trying to knock for retail it's seems to be like like heavier of a [19:03] weight on the team. It's when you say retail what do you mean? So uh like just people in market that [19:08] need a roof. So like residential residential resial. Yeah. And when you were doing door knockocking before, you [19:13] were knocking on residential doors. So it was the Well, we were getting funding from the insurance company. Got it. Word. Okay. Yeah. Okay. So, [19:20] keep going. So, now um with me being a door-todoor guy, like purchasing leads and all that [19:26] was like sacrilegious to me. Okay. So, there's some limiting beliefs there um that I started to, [19:32] you know, explore last October. We bought leads. I want you to be lead curious. That's all I'm asking for. [19:38] Yeah. I I am I'm very lead curious now. [laughter] And uh but I basically got slaughtered [19:44] learning this. This will be acquisitionary binary. You know what I mean? Like be non-binary with your leads. Like as many as you [19:50] want. Yes. Yes. No, that's what I'm trying to do here. And when we did purchase leads and you get the unedited version, [laughter] [19:56] by the way. Yeah. Go ahead. And when we started to, you know, stack the guys' calendars, there was a big [20:02] culture shift. Yeah. Um where we actually saw like more buyin from the guys, but then like the door [20:07] knocking just went because it was easier. It was way easier. Yeah. But um like our CAC and all that was [20:14] absolutely horrid, right? So I'll spend like $7,500 just to acquire one customer over the summer. Um and it [20:22] wasn't sustainable. So I What did you make from a customer? Um on average $6,500. So that does not work. [20:28] No, it doesn't work. Yeah. And it was just like uh a lot of the marketing agencies that we worked with were like younger people. they were like [20:34] using AI tools go high level like so we decided that we were going to build it inhouse. [20:40] Okay. So with that being said now it comes into you know a leadership issue because [20:46] I need somebody that like knows how to you know market better than I do so that [20:51] I can focus on training and Can I pause you real quick? Yes, please. Okay, cool. So you're at three. You want [20:57] to get to 10. You rebuilt it from stormchasing to just straight up doornocking whenever. Fine. I think it [21:03] was a good idea. Um, you had a door-nocking team. You took the same sales guys, brought them on leads that [21:09] you got them. They got lazy, fat, and don't want to do door doornocking anymore. So, great rule number one, outbound and [21:15] inbound are separate teams. Yes. Um, inbound is what you graduate to. [21:22] And so, if you're an absolute savage, like you just take children's souls and just rip them out every day because [21:28] you're a terrible person. Um, but you're you're just unbelievable at sales. Then and only then do you get the opportunity [21:34] for me to feed you leads because these are the most expensive leads that we have to work very very hard for to make [21:40] sure and like we cannot waste them on anybody who cannot close everything. And so thank you. I thought that was an [21:46] amen. Um, and so so first off is the team should be separate, but you're in this mix now. [21:52] You're in a little bit of a mess. And so my my two cents would be like take the because I'm sure their commissions have [21:57] gone down since they now are selling nothing basically. Yes. Yeah. So I would say guys my [ __ ] up. I [22:03] went to this thing. He told me I did this big boo boo which is inbound and outbound were together which is not how it should be. [22:08] Everybody get back on the streets. You guys do that. And then for the absolute savages of you because you can usually have far fewer people on inbound. That [22:15] becomes the Christmas tree of the career path because on inbound I can feed you and [22:21] you can do like five sales a day. You can't do that door knockocking, right? But I c you can do it if I'm [22:27] feeding you leads that are already qualified, already set, already gone through a VSSL, whatever, um, in the sales motion. And then those guys can [22:33] absolutely clean up. But you get you earn the opportunity to get that level of commissions. Now, the commissions [22:38] structure should also be different on inbound because you have to pay for those leads. So, it's a different role. [22:44] They graduate to it. It's more volume, lower per, but it's more reliable, which guys with families, things like that. If [22:49] you have a bad day, you close two and a good day, you close seven. It's different than you have a bad day, you can close 0000, right? It's much more uh [22:57] it's much more stressful. And so guys will be happy to even give up. They'll even make the same money, but have it be [23:02] more reliable. They'll be make and you don't have to be in the sun. So So then we should hire for inbound [23:08] sales. Yeah. Or take one of the guys you have who's really good at it. um and put everybody else back on the street so you [23:14] just funnel everything to that guy who because then you can iterate faster because you're new on this and so you want you never want to have too many [23:20] news cuz kind of like the brick analogy I gave at the beginning. The more news there are the more likely something's going to [ __ ] up, right? And so it's [23:27] like I know this is a absolute savage salesperson. If they're closable, he'll close them or she'll close them. And so [23:32] then the only variable we have is just what offer lead source am I getting and like what process are going from lead to [23:39] talking to them. Those are the only variables you have to play with. you can control. It's much easier to iterate on that and then get it to go faster. [23:45] [snorts] Okay. Okay. And then Okay. So then I want to [23:50] hire a marketing director or leader um to manage that. [23:56] Outbound team goes out. Inbound team becomes the one guy. You need to hire a marketer person who actually knows what they're doing. Probably pay more than [24:02] you expect, but then that person will be worth it. Your entire business is sales and marketing. So you should have the core elements of the business in house. [24:09] Okay, great. Excellent. If you need help with the sales process, we can help you. Excellent. You bet. Thank you. My name is Art. Uh we sell junk removal Junk Removal & Demolition ($1M → $10M) [24:15] and demolition to commercial property managers. Currently do 1 million a year. Uh would love to be at uh 10 million a [24:20] year. What's currently stopping us is knowing uh which sales uh channel to focus on. I know it's important that we [24:27] pick one, capitalize on it, and I'm wondering how much time, energy, or volume do I spend on one I determine if [24:34] that's going to be our channel or not and know whether to leave that one or focus on that one. Yeah. So, I'll give you two answers to [24:40] that question. So, before I answer it, I'm gonna do the first thing though. Really, the second thing first. Um, so [24:47] why what do you do currently right now to get customers? Uh, right now it's been mostly [24:52] referrals. Okay, so you can't do more referrals because there's nothing for you to do besides do a good job. Okay, that's [24:58] fine. Um, if referrals is the way you're getting business, what ways have you begun or you haven't started doing sales [25:03] channels yet? Uh so I uh we've started to lay the framework for doing uh email [25:09] uh cold outreach as well uh simultaneously with LinkedIn outreach and then also uh converting some of our [25:15] social media efforts into a bit of outreach as well with people who are engaging. Uh so those are some of the things that were [25:21] like many chat and then DM. Yeah. Yeah. um more more manual for now while we get the uh the flow going and [25:26] then also um I'm in a networking BNI so that's yeah I would prefer you stick with one [25:31] of them and just do more in that thing and so if the question is how do I so the original [25:37] question was how do I know which one to pick and how long to stick with it so I think I will reject the premise [25:44] which is that one of them is going to work like you will make one of them work [25:49] and so you could make any of them work and so I would take the hypothetical extreme of is there a business that [25:56] acquires other businesses customers in each of those different channels in your market? [26:03] Uh I'm I'm not sure. I'll bet there is uh there probably are some junk removal [26:08] people who do it via social media and they take it that way. Some people probably do it via LinkedIn. Some people do uh cold outreach. All three of those [26:15] are super repeatable channels that anyone could run. So all of them can work. My [26:22] recommendation to you would be the one that you have the highest overlap with existing skill set [26:27] between you and team. So if you andor your team have more knowledge around social media stuff, I'd be like just [26:33] double down on social media. If it's I have uh you know we're better at kind of the outbound motion, then I would say go [26:39] do the outbound motion via via email. And if it's like well we want to do both of these things, it's like well why don't we just send more [26:44] emails. You know what I mean? Got it. Does that help? Yeah, it does. Okay, great. That was super. That was [26:51] like you sure everything else you I guess that was that was that was an easy one. That was like a warm-up. [laughter] [26:56] Well, for um I guess follow up. Um since you're taking more questions, [laughter] [27:03] uh I guess if you had to just say one like let's irrelevant to what the team has. Which one do you have the best skill [27:08] set? Uh in to be honest, I just don't have the skill set and I guess networking is number one. Like in when I'm in person [27:14] with people, I'm doing the best. Okay. So So hear me out then. wild idea. [27:21] So you do networking stuff and so if I said I want you to spend four hours a day to find every local community-based [27:28] related event with 20 people or less or 50 people or less in it that have people who are similar to your avatar. [27:34] Would you be able to do that? Yes. Okay. So why can't we do more of that? We can do more of that. [27:40] Okay. So how many of those events do you currently go to? And I'm guessing you get customers from when you go there, right? Uh yeah, they they compound over time. [27:47] uh we go to uh currently a few a week and then we're meeting one-on-one with a lot of people we meet afterwards, right? [27:52] So I would say, all right, well then what would it take for us to go to like several a day? That would be my first [27:59] kind of like risk adjusted move because the other things you haven't done yet at all. So it's like how do we go from one [28:05] to three just like this year? I would do that because then it'll free up more [28:10] cash flow because the issue that you have right now, especially like in the in the in the swamp that you're in right now, I would just do way more of the [28:16] thing that you're currently doing. Um, as my path of at least getting to one to three, it's probably super profitable for you as well. Um, and then I would [28:23] invest more of those resources into um, learning one of the other channels. [28:29] Got it. Perfect. Thank you. Cool. You bet. My name's Adrian. I own a commercial construction company. did 11 million uh Commercial Construction & Elevators ($14M → $100M) [28:36] this year, 10 last year. Um read the book uh built to sell. So I started [28:41] analyzing my company and I said or I figured out that uh construction companies are not an easy asset to sell. [28:48] Um that their enterprise values based off of assets or backlog of work. Uhhuh. [28:53] As a commercial contractor, I thought to myself, okay, well, how am I going to do that? So we started doing public works [28:58] projects, bought some heavy equipment. Now we have contracts that are for several years. At the same time with the [29:04] clientele base that I had in the multif family space, I started thinking about, okay, well, if I don't want to sell this [29:10] company, if it's going to be that difficult, how do I get recurring revenue? So, I started an elevator company [29:16] and uh over the last 12 months, we did 3 million to start. And um it's a racket. Congrats. [laughter] [29:22] I have elevators. It's ridiculous. We can help you. So, uh, if you were me, you know, with [29:30] the two companies and the combined revenue, um, what would you do next in order to go from 10 to 100? [29:36] What's profit on three versus 11? 30% on the three. Mhm. 18% on the 11. [29:42] Okay. So, you're making roughly double on the construction side, but cash flow sucks and it's a pain and you never take the money out of the business, probably, [29:49] I'm guessing. Um, okay. So, it's a tough call because you already did it, right? You can't like not have the kid. It's [29:55] already out there running around. Um, that's what Ed said. [laughter] Can't can't insert it. Doesn't doesn't [30:00] go back up, right? Um, okay. So, I think it again, it depends [30:07] on what you want to do. So, I think the elevator company totally could sell um if you wanted to sell that business. Um, [30:13] you do. Are you splitting your time right now? Yes. Yeah. So, it might take $800,000 in [30:21] profit on the construction side to get the two or three leaders that you need to do it without you and then it would [30:27] continue to exist. Um, I do think the elevator is the better opportunity for the reasons that [30:33] you're already aware of and it probably grew significantly faster than the other one did. Oh, yeah. Yeah. Um, this isn't normally what I [30:39] would say in this type of situation, but I'm just familiar with it. Um, what timeline do you have? Like selling five, [30:45] selling 10. Definitely 10. Um, you know, if I could do it in five. Okay. [snorts] You could sell in five. I [30:50] mean, what's the growth rate on the um elevator? Well, I mean, year one, 3 million. So, Oh, year one, right? Right. So, it's a [30:56] straight up elevator. Okay. Sorry. Uh, [laughter] exactly. Straight to the penthouse. Um, okay. Uh, [31:03] I'm like, so there's the reasonable advice, which is, hey, hire the people [31:08] and then let them continue to run that thing. And then I would say like what the quote Alex advice would be, which is [31:13] super unreasonable. Um, and I only give it because this is what I did. Um, I burn things down. [31:21] And so if I can't exit it, so like you could exit the 11 now for way less than you think it's worth, right? I' I would [31:28] just be willing to exit it. I had six gyms and I fire sold them in 90 days. I made I made in total on six what I [31:35] should have made on one. And then within six months I was doing a million a month on the next thing. And [31:41] so once it was like clear that this was a way better opportunity like the orders of magnitude better which I think you [31:46] were in that situation right now. It's super niched. It's you've obviously got ins in terms of understanding how to [31:52] work. It's already recurring. It is a racket. uh a legal racket but [laughter] [31:57] it is oh it is um if you're willing to take a step back like you will if you [32:03] had if you're like I want to do this in two years you'll like the break even point on this is two years which is like [32:09] if you got rid of the construction firm in the next 90 days and you said I don't [32:14] care what the price is I just want all the headache back you will grow so much faster on the elevator side like it'll [32:20] you did three while splitting your attention if you had had full attention you might be eight. And so I tend to [32:27] think only exclusively on opportunity cost. Um I don't normally give that advice because it's like it's just so [32:33] hard for people to do. But I burn things down when I like am very clear that this is the next thing I'm going to do just [32:38] cuz I know that my the opportunity cost of the time of just continuing to wind this down or get it ready for sale. I [32:45] could make more than I'm going to make on that sale in this opportunity. [32:50] So, like let's say that a perfect a perfect exit for that business would be [32:55] like $5 million or something, right? Based on the assets and the AR that you have coming, it's like for me to build [33:03] another million in recurring revenue in the elevator business, I can do that in [33:09] a quarter, which equals the enterprise value of the other thing. And so as long as you can get out of your head around [33:16] like cuz everyone if you do this everyone will tell you that you're crazy um everyone has told me that I was crazy [33:22] every time I've done this. Um and that's why also none of them are wealthier than I am. You know just like like no one who [33:30] was wealthier than me told me that. So as long as you're good with it and you can just stomach the fact that your [33:36] wife's like you work so hard on this and your dad's like this is ridiculous. you all the blood, sweat, and tears and all this stuff and you're like, I did this [33:43] so I could learn all these skills and apply it here. It was not a waste cuz I was the asset. [33:49] Thank

===FILE=== 0ZwRf4Dy_MM - How to Sell More Franchises (Without Selling Them).txt
https://youtu.be/0ZwRf4Dy_MM
How to Sell More Franchises (Without Selling Them)

[0:00] We run restaurants, so we sell to [0:01] consumers and we're also franchising our [0:04] restaurant group right now. [0:05] What kind of restaurants? [0:06] Um, American Barbecue. [0:08] Okay. [0:09] Slowmoke meats. [0:10] Can you go to the mic just so they can [0:10] hear? [0:11] Yeah. With a little bit of um theatrical [0:13] experience as part of it. [0:15] Okay. [0:15] Um, we do about 9 million right now. [0:17] How many locations? [0:18] Uh, right now four. [0:19] Are do you own them all? Are they which [0:21] ones are corporate? [0:22] Well, actually four four that are ours, [0:24] one franchise with two more signed up. [0:27] Okay. So you got five is the the one [0:29] franchise you open. [0:30] Yes. Okay. [0:31] Yeah, that's right. So that was our test [0:32] case. [0:33] Cool. [0:33] Um we like to grow to about 100 million. [0:36] Okay. [0:37] Um that's [0:37] systemwide or corporate? [0:39] Uh systemwide. [0:40] Okay. [0:40] Yeah. And uh what's stopping me? Well, [0:42] we essentially in my opinion have two [0:44] businesses. We need to increase the [0:46] demand for our own uh from customers for [0:49] our venues and all the franchise venues. [0:51] And we need to sell more franchises. [0:53] Right now we're selling them. But [0:55] the way we see it, it's um it's a change [0:57] of lifestyle. Somebody wants to get into [0:59] a business. So [1:00] I don't see how we can sell a franchise, [1:02] it can only be bought. So we can [1:04] What was the last part? If you [1:06] It can only be purchased. It can't be [1:07] sold as far as I'm concerned because of [1:09] such a change to lifestyle of the of the [1:12] So it can't be sold, it can only be [1:13] bought. [1:13] Yeah. So we need to be in front of them, [1:15] right? The way I see it is we need to [1:16] put ourselves in front of them, but we [1:18] can't push them into a sale. We can't do [1:20] any any strategic selling to them [1:23] because they're changing their [1:24] lifestyle. So, they have to be able to [1:27] do it themselves. [1:28] I mean, I disagree with that, but okay. [1:30] Thank you. Um, so um [1:33] I mean, you sell them on transforming [1:35] their lifestyle. [1:38] The the issue is that they they need to [1:41] be the right people. They need to try to [1:43] put in the right effort to to make it [1:45] work, right? Otherwise, it's never never [1:46] going to work. And it's [1:47] I don't think we should get people We [1:49] should sell people who would suck. I [1:51] think we should sell people who would be [1:52] good. [1:53] Absolutely. I I agree. [1:56] Okay. So, you have a demand issue. I [1:58] will I will say this. Um I think that so [2:01] I'm going to zoom all the way out. Um I [2:02] have looked at a lot of brick and I come [2:04] from this world. So like I'm very [2:05] familiar with the franchise world. Um [2:08] the [2:09] basically every single problem in [2:11] franchising can get solved with one core [2:13] thing which is the northstar metric [2:14] which is unit economics. You got to fix [2:17] the restaurant. If you came in this room [2:20] and said, "My restaurant costs $100,000 [2:22] to open and it'll make you $500,000 in [2:24] profit year one." You will not have a [2:26] problem selling restaurants. [2:29] I can't promise that. Not not because [2:32] they can't make it. I can't promise it [2:34] because I'm not allowed. [2:36] You have an FTD and so you can say with [2:38] the unit economics are for the [2:40] franchises that are open. But my point [2:42] is that not that you can't promise that. [2:43] The point is that you would say you [2:44] state the facts and tell the truth. [2:45] These are the five locations we have. [2:47] These are the metrics. We need to [2:48] improve the metrics of the locations. [2:50] That's what I'm saying. It was like [2:53] you're having trouble selling the [2:54] franchise because the franchise offer is [2:56] not compelling. [3:00] Like that's the core issue. And I don't [3:01] know what the reason for like why you [3:02] want to do the franchise versus like be [3:04] Mr. Panda and own 20 of them and then [3:06] you're like good to go, right? Because [3:07] if you've done so, I'm sure you [3:08] hopefully you've done the math on this, [3:10] but like if you do 100 million topline, [3:11] what's going to be your your franchise [3:13] fee? um [3:14] like your like your royalty on topline. [3:15] So seven 7%. [3:17] Okay. So that franchise would be $7 [3:19] million topline. Let's assume you ran [3:21] 40% net margins at the franchise zor [3:23] level. So you run $2.8 million in IBIDA [3:25] and let's say that you've sold you know [3:27] zillion more locations. So if you're you [3:29] know crushing [snorts] it you know like [3:31] they'll give you 15 times more [3:33] realistically maybe you get 12. So you [3:35] get 12 on 2.8 call it three $36 million [3:38] exit. You're not going to exit the [3:39] entire thing. They're going to make you [3:40] roll 30% or more. And so you've got 7* [3:43] 36 [snorts] call it 20-ish you know 22 [3:46] 23 whatever uh million dollars that's [3:49] when we we do this thing all the way and [3:52] now you have a 100 open locations [3:54] and so the question is so you have 9 [3:56] million topline right now right what's [3:58] the profit on the nine [4:00] about 1.2 [4:01] Okay. So, to me, I would think to myself [4:05] like, is it more likely that you could [4:08] just go from four to 20? Instead of [4:12] opening a 100, you open 20. You improve [4:15] the profitability from, you know, 1.2 on [4:18] four to maybe two on four, right? So, [4:20] you're making 500,000 per and you have [4:22] 20 making $10 million bottom line. And [4:25] then you get an eight on that. You get [4:26] 80 million. [4:29] And so I'm I'm only saying because like [4:31] the systemwide revenue of $100 million [4:33] uh revenue goal is actually a very small [4:34] franchise. [4:37] And so the the zooming all the way back [4:39] out though, we have to fix we have to [4:41] fix the restaurant because what's making [4:44] it not attractive for you to continue to [4:47] scale as corporate is making it not [4:49] attractive for them to buy in as a [4:51] franchisee. [4:56] It's fixable though. It's just I [4:57] wouldn't try and like for whatever [4:59] reason you have the goal of doing it. I [5:00] think you will achieve it if you take 24 [5:02] months and just think I'm going to go [5:04] down to the penny and figure out a way [5:06] to make this thing significantly more [5:07] profitable. If Panda Express can run 27% [5:09] net margins with the infrastructure that [5:12] it has to open 3,000 stores and all of [5:14] that corporate overhead, you should be [5:16] able to run that. [5:20] And so I think like that's the that's [5:22] the actual answer. [5:24] Okay. rather than here's like the [5:25] threestep tips to whatever. I think [5:28] that's the actual like that's the real [5:30] real. [5:31] Okay. [5:33] In some ways it's good news though, [5:34] right? [5:35] At least you know what to do. [laughter] [5:37] Absolutely. Thank you. [5:38] Thanks. Appreciate you. If you're a [5:41] business owner and you are not growing [5:43] as fast as you'd like, I'd like to give [5:45] you a free gift. So, my team and I put [5:47] together the $100 million scaling road [5:49] map, which is basically 200 hours of us [5:51] looking over all the portfolio companies [5:52] we've had and what stages of growth they [5:55] went through and more importantly where [5:56] they got stuck and how they got past it. [5:58] And so, we broke it into these 10 stages [6:00] and we made this little kind of quiz [6:02] thing where if you put in your business [6:03] information, it'll tell you where you're [6:04] at and the most important part for you, [6:06] what to do for each of functions of the [6:08] business across product, marketing, [6:09] sales, customer success, recruiting, IT, [6:11] human resources, and finance. And so no [6:14] matter what you're struggling with, [6:15] someone else has already struggled with [6:17] it and solved it. And so I'd like to [6:18] give you this thing absolutely free. You [6:20] can go to acquisition.com/roadmap, [6:22] plug in your business information, and [6:23] if you want us to actually help you [6:25] deconstrain the business and you're [6:27] trying to scale, we'd love to help you [6:28] out on the thank you page genius. book a [6:30] call with my team and we will look at [6:33] the business, see if we can help, and if [6:34] we can, we'll invite you out to Vegas [6:36] and we'll do this in person

===FILE=== 1-ZAiM_ki3c - When the Only Way to Win is to Stop Playing.txt
https://youtu.be/1-ZAiM_ki3c
When the Only Way to Win is to Stop Playing

[0:00] So, so going back to this video game [0:02] analogy, you're on level four. [0:04] Yeah. [0:04] You get tired of losing. You start level [0:07] one, level two, level three. [0:10] Certainly in some skills like management [0:12] or fundraising or leadership, you have [0:15] to beat level four. But is there [0:17] sometimes another game that you could [0:18] play where there is no level four and [0:20] you just go level five? [0:27] It's a really good question. I think I [0:28] think it it's basically like what is you [0:30] know what's the constraint what's the [0:31] constraint of the system for most [0:33] entrepreneurs they are the constraint of [0:34] the system but fundamentally a business [0:35] has has to have these functions occur [0:37] and if you were the only entrepreneur in [0:39] the business or only founder sometimes [0:41] they're for sure like key people who can [0:43] come in and can help you out but if [0:44] these things must occur then like let's [0:48] say you you get to a point where you [0:49] need you need to get more leads for your [0:51] business just keep it simple right okay [0:53] if I don't know how to advertise [0:54] advertising must occur it has to happen [0:57] in some in some form. And so if I never [1:00] learn the skill, then the only option I [1:03] have is to go recruit somebody who has [1:05] the skill. But what if I don't have the [1:06] skill of recruiting? Now maybe the level [1:08] four boss becomes a level 4.5 or a 4B, [1:11] right? Which is okay. Well, I can I can [1:13] get over this bridge multiple ways. Um, [1:16] which is actually really interesting [1:17] because um, this is something I've been [1:19] thinking a lot about, which is it's [1:22] actually loops back to what we were [1:23] talking about with advice. [1:27] There for sure is bad advice, for sure. [1:31] But I think there's also a lot of good [1:33] advice that is half-heartedly executed, [1:36] which then makes it into irrelevant [1:38] advice because the execution nullifies [1:41] the effect. And so I as somebody who [1:45] gets asked for advice um I have [1:48] increasingly spent my time on how do I [1:51] increase this person's conviction around [1:53] the advice and less on the advice itself [1:55] because if we use the analogy of a [1:58] mountain there typically are multiple [1:59] ways up the mountain like you could make [2:01] this thing a super viral product you [2:02] could also you know have a super you [2:04] know heavy sales team and marketing [2:06] obviously depends on the goal size right [2:08] but like let's say somebody has a modest [2:10] goal of hitting $8 million a or $10 [2:12] million a year or whatever it is. Um, [2:14] not a trillion dollar company. Sure, [2:15] that'll have a more defined path. But if [2:18] if someone wants to make a $10 million a [2:20] year business, it's like you could do [2:21] that a lot of ways, but no matter what [2:24] way you pick, you have to be committed [2:26] to it. And so it's like what are the few [2:28] things that must be true, right? That [2:29] you have to be committed to. You have to [2:30] be focused on on whatever that thing is. [2:32] So you can get good enough at it, you [2:33] can get deep enough into it that you can [2:34] actually like break through level five [2:35] of paid ads, of organic. But if you're [2:39] if someone were to say, "How do I market [2:41] this?" like how do we market this [2:42] podcast hypothetically, right? Um well, [2:45] we could run ads, right? We could go [2:47] find affiliates who have audiences um [2:50] already and then see if there's a way [2:52] that we could partner with them, have [2:53] them promote it or come on, whatever. Uh [2:55] we could u we could just get better at [2:58] the organic game itself and get really [3:00] into the nitty-gritty of like retention [3:01] curves and packaging, clickthrough [3:03] rates, all that stuff, right? Um and we [3:05] could go on, right? These are all these [3:06] different ways. And so, could all of [3:08] these things result in the views of this [3:10] going up? Yes. And so if someone says, [3:12] "Which one should I do?" [3:15] All of them would work, but they will [3:17] only work if you do. So then then the [3:19] problem to solve is which one of these [3:21] things um does the person have the [3:23] highest conviction on and and the [3:24] largest percentage of of existing [3:26] skills. So So said in the inverse, the [3:29] smallest skill deficiency between [3:31] proficiency and where they're currently [3:33] at. And so that is typically what my [3:35] follow-up questions will be. Well, have [3:36] you ever made videos before? Do you know [3:38] a lot about this? Are you have you ever [3:40] run media before? Have you ever done [3:41] paid ads? You know anybody who's run [3:42] paid ads? Like um or you a natural [3:44] networker? It's like, oh, I'm a natural [3:45] networker. It's like boom. This is going [3:47] to be the highest likelihood path. All [3:49] of these work. And so it's like two [3:51] people ask Alex who both have podcasts [3:53] the same question, how to promote a [3:54] podcast. And then there's different [3:55] answers. It's like, well, because [3:56] they're different entrepreneurs. And so [3:58] I want to have the shortest gap between [4:00] where they are and what would be [4:01] proficient in order for them to get up [4:02] the mountain. So that's [4:04] I also think there's like a consciously [4:06] understanding that you can't pass this [4:08] level and subconsciously going to the [4:11] next shiny object. [4:13] And just to give you two counter [4:14] examples to having to pass the level. [4:16] The most extreme Mark Zuckerberg. [4:17] Yeah. [4:18] I don't know if you saw any clips with [4:19] him and Theo, but he still sounds like a [4:21] robot. He still has no personality. And [4:24] yet he hasn't kept that from building a [4:26] trillion dollar company. Sam Alman [4:29] realizes he's a genius strategist, has [4:32] all these skills, open AI, he realizes [4:34] he sucks at hardware. He just paid six [4:36] and a half billion dollars for Johnny [4:37] Eyes. [4:38] That's not going to be a limit for him. [4:40] So there is a power to knowing [4:42] Oh yeah. [4:43] which levels to play and which [4:45] characters you want to play in those [4:46] levels as well. [4:47] Yeah. I think it comes down to like what [4:49] functions must occur and then it is my [4:51] job to make sure that those functions [4:52] happen. Now, the cheapest way, not the [4:55] fastest, the cheapest way is to learn [4:57] them yourself, right? And so then you [4:59] become increasingly stacked with all of [5:01] these different skills so that you can [5:02] solve a mer of problems in the business. [5:04] Um, but if there's a gigantic skill, [5:06] like I I will probably never be the [5:09] person who's head of finance. [5:10] Um, in terms of like operational [5:12] finance, like I'm not going to run the [5:13] P&Ls and all that, like I'm just I'm not [5:15] going to do that. Um, but somebody [5:17] should we have to have that, [laughter] [5:19] right? Um, and so but like I could go [5:22] learn how to do that. It's just but like [5:23] it's easier for me to go find somebody [5:25] else. And so I think uh where basically [5:27] it's buy or build but done on a n equals [5:29] one. Am I going to buy this and bring [5:32] Johnny Ivy in, right? Or am I going to [5:33] build this within myself or within [5:35] obviously somebody else? If you want to [5:36] train up the team, but if we're assuming [5:37] we're trying to go fast, then no. Am I [5:39] going to try and learn it or am I going [5:40] to bring somebody else in? Real quick, [5:43] if you're a business owner and you are [5:45] not growing as fast as you'd like, I'd [5:46] like to give you a free gift. So my team [5:48] and I put together the $100 million [5:50] scaling roadmap, which is basically 200 [5:52] hours of us looking over all the [5:53] portfolio companies we've had and what [5:55] stages of growth they went through and [5:57] more importantly where they got stuck [5:59] and how they got past it. And so we [6:01] broke it in these 10 stages and we made [6:03] this little kind of quiz thing where if [6:04] you put in your business information, [6:05] it'll tell you where you're at and the [6:07] most important part for you, what to do [6:09] for each of the functions of the [6:10] business across product, marketing, [6:11] sales, customer success, recruiting, IT, [6:13] human resources, and finance. And so no [6:15] matter what you're struggling with, [6:17] someone else has already struggled with [6:18] it and solved it. And so I'd like to [6:20] give you this thing absolutely free. You [6:22] can go to acquisition.com/roadmap, [6:24] plug in your business information, and [6:25] if you want us to actually help you [6:27] deconrain the business and you're trying [6:29] to scale, we'd love to help you out on [6:31] the thank you page. You can just book a [6:32] call with my team and we will look at [6:35] the business, see if we can help. And if [6:36] we can, we'll invite you out to Vegas [6:38] and we'll do this in person live.

===FILE=== 1EyaHclUUjM - The Best Business to Start as a Medical Student.txt
https://youtu.be/1EyaHclUUjM
The Best Business to Start as a Medical Student

[0:00] What are interesting entrepreneurial [0:01] eras for medical student in the last [0:02] year? Tough man. Um, [0:06] very interesting. Um, I would probably [0:10] look at I would honestly get into [0:11] business as fast as I possibly could. [0:13] Um, I'm giving you the real answer and I [0:16] would because the thing is is your [0:17] medical license does afford you a bunch [0:19] of uh benefits. So, I think uh the [0:22] peptide space is really interesting. I [0:24] think HRT and tele medicine is very [0:26] interesting. Um, I would look at [0:28] acquiring businesses that require um, a [0:31] physician in order to own them. And [0:33] there are businesses that are like that. [0:35] Um, those are things that I would look [0:37] at doing. And if you're like, well, how [0:38] would I acquire business? I'm poor. [0:39] Don't worry about it. Because one, [0:41] there's tons of lenders for medical [0:42] students. And number two, there's tons [0:44] of doctors who are tired and want to [0:46] retire and are willing to give you their [0:49] entire practices for nothing just for [0:51] you to take over take it over and take [0:53] care of their patients for real. They [0:55] just a lot of them don't want to sell to [0:57] PE because PE's are going to make them [0:58] work for another 5 years and they don't [1:00] want to do it and they don't want to [1:01] have a boss. And so if you could just [1:03] like get a semi apprentice with them, [1:04] they'll do it with you. If you're a [1:06] business owner and you are not growing [1:08] as fast as you'd like, I'd like to give [1:10] you a free gift. So my team and I put [1:12] together the $100 million scaling [1:14] roadmap, which is basically 200 hours of [1:16] us looking over all the portfolio [1:17] companies we've had and what stages of [1:19] growth they went through and more [1:21] importantly where they got stuck and how [1:22] they got past it. And so we broke it in [1:24] these 10 stages and we made this little [1:26] kind of quiz thing where if you put in [1:28] your business information, it'll tell [1:29] you where you're at and the most [1:30] important part for you, what to do for [1:32] each of the business across product, [1:34] marketing, sales, customer success, [1:35] recruiting, IT, human resources, and [1:37] finance. And so no matter what you're [1:39] struggling with, someone else has [1:41] already struggled with it and solved it. [1:43] And so I'd like to give you this thing [1:44] absolutely free. free. You can go to [1:45] acquisition.com/roadmap, [1:46] plug in your business information, and [1:48] if you want us to actually help you [1:50] deconrain the business and you're trying [1:52] to scale, we'd love to help you out on [1:54] the thank you page. You can just book a [1:55] call with my team and we will look at [1:58] the business, see if we can help, and if [1:59] we can, we'll invite you out to Vegas [2:01] and we'll do this in person live.

===FILE=== 1UhvBSQFy6A - 10x Revenue with 1 New Sales Process (You Can Steal It).txt
https://youtu.be/1UhvBSQFy6A
10x Revenue with 1 New Sales Process (You Can Steal It)

Chapter 1: Intro [0:00] I crossed $100 million in net worth by age 32 I sold my first big company for 46.2 million and the reason we're able to do that is because we know how to [0:08] grow companies and so now I buy companies at a lower price I grow them and then we sell them and so I want to talk to you about one of the companies [0:15] we just bought uh we bought them a year and a half ago I think or a year ago uh they had 14 locations so it was a chain [0:23] of brick and mortar and since then we've gone from 14 to 32 locations and the reason we're able to do that is because we focused on the sales process and [0:32] through a process that I want to walk you through something that I call the diagnostic sale we're able to 10x the recurring revenue of the business across all the locations so before we get into Chapter 2: Diagnostic Process [0:40] the nitty-gritty of the story let me just walk you through the steps in the diagnostic process first is we like to have some sort of pre-sale questionnaire which the purpose of that is to get more [0:48] information that arms the salesperson so they know who they're talking to what their pains are but from the sales perspective for them they also increase [0:55] their awareness of the problem second is we get their information in their credit card which is key and I'll explain why it lat uh third is we want to understand what the current situation is where are you [1:03] at today then we have your desired state so where would you like to be at and then what's the obstacle why aren't you there and then finally once we have [1:10] these big three we present the desired State and our vehicle to overcome the obstacle and we tie our price to the way [1:17] that we're going to get them there and then finally we give them an incentive to prepay so here's the five steps that we follow to actually get this done so number one is that we secret Chapter 3: Five Steps [1:25] shopped the business so we actually looked into it we went there by the the way you should secret shop your own business highly recommend doing it you'll be horrified by what you hear [1:34] your sales guys say you're like I thought we had a script what are you even doing number two is from there this is basically information gathering we figure out what the constraint is okay [1:42] where do we think there's big opportunities in the business now you should think about yourself as your own business consultant if you could buy your business today and look at your [1:49] business what would be the no duh thing that you would do now for this particular business we thought that they had an offer constraint which really came down to packaging we had offer SL [1:59] packaging because fundamentally we're not going to change the core of the business we're not going to all of a sudden start selling soap when you sell [2:06] HVAC like that's not going to happen right so the core of the business can remain unchanged it's how we're going to package the services we deliver or that [2:15] the services we sell to a customer how are we going to get them to perceive what we're selling we gathered the data we figured out the constraint was that they should get way more re bookings which I thought was an offer and $100M Offers: How To Make Offers So Good People Feel Stupid Saying No (Hardcover) acquisition.com [2:23] packaging issue which is we need to sell the solution sell the goal and so number four is okay if we assume that we're going to make this new transition into this new new offer new packaging we have [2:32] to anticipate so you we call it killing zombies uh which is one way of putting it you anticipate the obstacles or objections that people are going to [2:40] throw at you ahead of time write this in neon marker above your sales team which is it's way harder to get someone to buy [2:48] after you presented the price because now they're like he's trying to sell me so we have to counter that before we become salesp people in their mind we [2:56] are a trusted expert ideally if we're positioned well and you should be that way if you know what you're talking about and I like to use the frame of childlike curiosity I always tilt my [3:04] head I probably even did it subconsciously just now you tilt your head when you ask the question because it's non-threatening you're like huh that's weird what changed between then [3:12] and now just so I understand then they can tell you rather than be like you said that your husband says he supports you you can't say that now you have to [3:20] buy doesn't work that way if you win the argument in a sale you lose the sale the only way that you win the sale is being willing to lose being right and so the [3:29] fifth step and this is the ongoing step is that you implement the diagnostic sales process so it's implementation so now that I just outlined the five steps [3:36] let me deep dive into the implementation into the actual business and how we did this with this particular business when we bought them I spent four hours with Chapter 4: Implementation [3:44] our director of sales and we outlined the new sales process we wanted to implement and as soon as we implemented that sales process we 4X LTV progresser [3:54] meaning how much people paid us it went from 200 to 800 so really big jump and we the crazy thing about this is that we [4:02] didn't change what we delivered we only changed how we presented it and so this is the key of how we create value how we [4:09] scale companies how we grow companies and many companies keep these things as Secrets uh as their special sauce and I [4:16] just fundamentally believe that the more we put out the more we get back and say that's why I operate this way all right so I will hold nothing back and this is something I call the diagnostic sales [4:24] process now to be very clear the diagnostic sales process is one of two two different sales or maybe three different sales processes big picture [4:32] that you can have in a business one is a transactional sale all the way on this extreme so on one side you've got Chapter 5: Diagnostic Sales Process [4:41] transactional sales and on this side you've got Enterprise sales which is like uh relational sales like if you think about [4:50] like you're selling some big Fortune 500 company you have to get stakeholders involved get budget approval there's all that stuff and on transactional side [4:57] you've got like High Velocity sales we're talking 20 30 minute sales a guy who stands in of the car wash sells Car Wash somebody sells gym memberships transactional and then you've kind of [5:05] got like this Middle where you might sell something that's a little bit higher ticket but it's a little bit more custom all right now what we did was I [5:13] took their sale from here a purely transactional sale and moved it towards custom all right now in a transactional [5:20] sale you typically fit the customer to the product and so let's say that I sell Pence all right so I sell Pence if [5:28] somebody comes in I'm going to basically spend all my effort listening to what they say they want and then telling them how this pen fits their needs or I have [5:37] to basically say your needs are wrong let me educate you more and this actually solves all your problems right and so those are pretty much the only two approaches you can take in a [5:45] transactional sale now the advantages of having this type of sale is that it's really fast uh they tend to be lower ticket in general uh and from an [5:54] operational perspective in the business you don't need to personalize anything and so you get the sales team and the Sal sales process to basically Orient [6:01] everyone like a funnel down to one solution and then you just make a ton of these Solutions and you get lots of efficiencies because you only have to produce one thing this the custom sale [6:11] is a harder sale sorry easier sale to do but harder on the operational side and so the magic happens when you can [6:18] actually Bridge the product component of transactional which you say okay we only sell these types of widgets this is the [6:26] only thing we deliver but I can do it in a way that feels custom feels personalized all right so I'm going to give you two examples and [6:35] I'll explain this one in a second this chart that I have here which if you could take your recurring revenue from that to that just by changing how you sell if you'd want to do that hang tight [6:43] we're going to break that in the process so if I had because I did this in the gym in the gym world too which is part [6:49] of why our gyms make more money so a traditional sale would look something like this someone comes in so this is [6:58] traditional and you say we have a membership that's you know whatever $99 per month all right that's your membership and you say our membership [7:05] has this this this and this and you want that right because it's going to help you accomplish all your dreams okay [7:13] sometimes you get people sometimes you don't what I do we do something called a diagnostic and so the first thing is [7:22] that when the person walks in the door we get them to fill out a pre-sale questionnaire and so that's like an [7:30] application in a digital process but an inperson process it follows the same logic which by the way internet businesses follow local businesses local businesses can also model internet Chapter 6: Presale Questionnaire [7:38] businesses when you find out something works in one place which I think has been one of the big advantages of I've had in business is I try and put it in a completely different place and it often works too if you understand the concept [7:46] and so we fill out a pre-sale questionnaire now the pre-sale questionnaire simply walks them through all the reasons they walked in today and it ask them the same question in [7:54] multiple different ways so it's like hey like what brought you in today what's the current problem you're doing dealing with how long You' been dealing with it [8:01] if you had to quantify how much this has cost you financially what would it be uh if it continued for five years how much worse would the situation be and so the [8:10] whole point is we're trying to agitate tame we're trying to bring attention to this problem and Elevate its importance so that's what the pre-sale questionnaire does now the second thing [8:19] is we get info and this is very key so when someone comes in after that we say hey I want to I want to set up your account profile and so when you do that you collect their information and this [8:28] is the key part you get their credit card now you're like wait a second I'm getting a credit card but I haven't sold anything exactly and you do that so that [8:36] when you do sell something later you don't have to ask for it now you get the pre-sale they're like wow I really do need this thing you say hey let me complete your customer profile just [8:44] standard procedure no big deal all right then you get their info now if they're like well I don't want to give you my credit card you're just like it's just how the system works it's how we complete [8:52] profiles and then they'll give it to you all right so from there this is the this is where the special the special magic [9:00] 9 minutes that's unique to each individual business happens so in the weight loss business I want to understand where their goal at so you say what's [9:10] current and then four what's desired where are you now where would [9:17] you like to be and then this one you ask them say what's the obstacle what's in between these two [9:26] things is the obstacle right current I've got an obstacle getting the way of I desired that's all we're asking in the process now in weight loss and in most [9:35] businesses the thing the person thinks is in the way is often not the real thing in the way and that's because they've never had this conversation before they clearly haven't solved the [9:43] solution and that's why they're coming to you and so you want to just get their words more so so that you can explain it back to them using the language they [9:51] gave you all right and so in the weight loss world for example instead of selling a membership I would say okay [9:58] well it sounds like you need these three things Fitness Nutrition accountability Fitness wise you need to work out X days a week nutrition wise you need to eat [10:05] this food at this time and we can help you meal prep the stuff so you got when you go to restaurants you can still stick on it and you need accountability because if you don't if you do if if I [10:13] give you the best fitness plan and the best nutrition plan but you don't show up doesn't matter right accountability is what makes the whole thing work great finished nutrition accountability easy [10:20] three-step framework fantastic now this is where it becomes diagnostic now most customers and this is why this is where [10:28] the magic happens is that even if you still deliver the same thing so fundamentally when I switch the sales process the gyms remain the same [10:36] they still have workouts they still have nutrition help they still have accountability nothing changed but how we present it changes and so rather than saying hey I'm going to sell a four-week [10:45] thing or a six week thing I say hey you're currently 200 lb Okay now what's your [10:52] high school weight she says I want to I want to get to 140 you say okay cool you want to get to 140 this is your desired okay so we have a 60 pound difference [11:00] 11 minutes now what we found is that we don't want people to lose more than pound and a half to two pounds a week all right so let's just be conservative and call it one and a half so then I take out my [11:09] calculator and I say what's 1 and a half time 60 which would be other way around it' be 60 divid by one and a half which [11:16] is 45 okay so 45 weeks is how long it's going to take us to take you [11:25] from 200 to 140 so you lose a pound and a half a week it's going to take 4 5 weeks and so [11:32] six present price in relation to [11:40] goal so you say awesome so we currently charge 99 bucks a week we can get you there in 45 weeks which means it's [11:48] $4,500 and that means and for us I added a a guarantee on the back end which which said hey if you show up to the workouts for next 45 weeks and you log your food and you don't lose the weight [11:57] I'll keep working with you for free until you do so that means this is the translation this is the key part in the script so that means when you pay this $4,500 it [12:04] means that you can count that weight for good you can put it out of your mind you pay me this money we're going to get there one way or another As Long as You Follow the steps you're G to follow the [12:12] steps right great and so here you're trying to sell 99 bucks a month or or whatever this would be 99 bucks a week [12:20] if if I was doing equivalent pricing all right so this would be like a semi-private program but by positioning it this way [12:27] I'm not selling a membership anymore I'm selling exactly what they want and putting a price tag on it and saying you want to get to 140 it's going to take this long and I'll guarantee that you [12:36] that you'll get there provided you follow these steps and then they say wow that's awesome you say well if you [12:46] want I can save you a little bit of money you want to save a little bit of money and they're like yeah I want to save a little bit of money well if you prepay you can save 10% [12:54] today so I can save you 450 bucks you want to do that that's what most people do great you want to you want to use the [13:01] card you have in file done so that's that's the process [13:07] now I took this process and applied it to a completely different service business that we own that's a chain that [13:15] this is a little bit more Medical but the concept still applied which is and this is the key part is you have to figure out for whatever it is that you [13:22] sell what the current is versus what the desired is so if I were uh a painter all right and I was [13:31] painting houses sounds crazy right say hey so you currently have this thing you want a completely painted house and so [13:41] the like now for them this is like more us do it for you rather than uh self-service like I'm going to have to like they you're not painting your house [13:49] and them helping you so they're actually going to paint the house so then we just try and think how can we how can we how can we sell to goal and break it into a [13:57] price that we tie to that and so it' be like okay so we're going to need four coats of paint and it's going to take this period of time and then at that point your your whole house [14:05] is going to be weatherproofed and so that means that when you pay this price that's what you're going to get by this date and if we don't get it done by that date I'm going to give you [14:13] this and that way we can relieve their risk that it's not going to happen and we tie the purchase to the outcome so this particular business when I bought [14:22] it or bought into it um it was a business that they had really good lead gen and they have a Chapter 7: New Sales Process [14:30] good product but they didn't have good packaging and I saw the opportunity because I knew that if I installed my [14:37] sales process into their business I could make it make a lot more money and so if you have the opportunity to like Forex a business without opening new [14:45] locations you do that and so that's more or less what we did so I actually wrote down the new sales process took me four hours so I wrote down the new sales [14:52] process and then I presented to the management team and they were like wow this is the most valuable thing we've ever had happen to our business and I said great so let me know when you do it [15:00] 15 minutes across all the locations and let's keep buying and opening new ones and so 18 months later we have 32 locations and the recurring Revenue in that time [15:08] period has gone up and the average revenue per customer went from [15:15] $200 to $800 from this one process and that was because before this they were selling oneoff transactions they were saying hey Chapter 8: Average Revenue Per Customer [15:24] we'll do this service for you so think of it like botox or we're going to do filler or we're going to do something this one time and so rather than just [15:32] say sure give us a call when you want it again which is pretty much what the process was before this I say hey you want to look a certain way you're not [15:40] here because you want filler you're here because you want to look a certain way so if I show this chart to you of faces and filler [15:47] densities where where do you see yourself on here currently now you let them self identify you can't be like look Pi you're ugly you can't say that [15:54] so you got to say where are you on this chart and then they say this now in the weight loss sale I got them to step on the scale the scale called you fat not me all right so maybe just point to the [16:03] third party not me so so so you get them to pick how ugly they are all right and then you say how pretty do you want to be now everyone's going to say I want to [16:10] be super pretty but here's the beautiful thing when they pick how pretty they want to be they're the one who set the goal and that means that the price came from them and you know where I picked [16:19] this up was yogurt stores so one of the things I thought was genius about like Yogurt Land and things like that was if if you go to a store and then they fill [16:28] up your stuff behind the counter and then they say hey it's 8 bucks you're like man what the hell this place is so expensive but if they give you the cup and you fill it up and you put it on the [16:36] scale you're like man I'm a fat ass same pricing but because I had control over what I picked I'm the one who's [16:44] responsible for the decision and so by saying where are you on this chart and again this is where the magic happens I say current desired that's where the [16:52] thinking behind how I'm going to structure a sale is where like that's where the that's where the experience that's where the expertise that's where it comes in this is the process and [17:00] 17 minutes hopefully you guys can take this for your business and think like okay what's current what do they really want they're not buying lip filler they're not buying [17:07] a painted house they're buying an image in their mind of what they want that house to signify or what it means to them and this lady is not buying filler [17:15] she's trying to buy a certain look she wants people to think about her a certain way she want when people walk when she walks in the room she wants guys to turn their heads though because she's probably getting a little older [17:23] they're not turning their heads as much and she still misses that and she' pay anything to get that so say you're ugly now how pretty do you want to be we say [17:30] cool so for us to get you from here to here it's going to take us 45 weeks it's going to take us Botox filler and you [17:37] know plastic surgery whatever we're going have to hit you with a pretty shovel and bring you back to life all right we're going to have to do this and it's going to take this many weeks for us to reverse this level of Aging or at [17:46] least take these Crow feed out or whatever it is and so we tie where you're at to where you want to go and then our solution is only the vehicle [17:53] that delivers this outcome and so that is the moment that you present the price because they picked where they were where they want to go and then you as [18:01] the expert explain the path to getting there so they picked the before and after and you just use your expertise of this is what we found best to get people [18:08] to hear Who start where you're at and so we found out that this opportunity existed within this particular business because I had my sales director secret Chapter 9: Secret Shop [18:17] shop them so mind you this is Brick and mor chain we have a lot of locations so we could sneak our way in it's harder if you have like a you know four sales guys who do all the sales they'll just tell [18:25] the owner right so we wanted a secret shop before we actually completed the investment and so uh when he went in he was I I asked him so I went through this [18:32] checklist I was like okay so did they give you some sort of pre-sale question he was like no I was like okay great I like did you did they ask you for your credit card or did they ask you for your [18:40] information or anything before you got the service and he was like No And I was like fantastic what else what else did they do it's like did they have you set [18:48] you know pick uh where you're at and where what your goal is he said yeah they did have me uh pick where I was at but not where I wanted to go so they [18:56] just had him pick okay how ugly are you and he was like okay now again not completely flawed I want to be really clear here like this is a at 14 locations they're not they're not idiots [19:04] they had the pain we agitated the pain they said listen this is how ugly you are on this scale that we invented and you're here you're a seven ugly great so [19:12] he checked this but he didn't get to say where he wanted to be so then from there he just went right into the service and [19:20] then when he came out he just gave them the card to pay for the service and that was it and he just walked out the door [19:27] and I was like wait so they didn't they didn't actually like ask you to buy a package or get into some membership or anything and he was like well they tried [19:34] to upsell me this one product at one point but this was the price point and the price point was like 20 bucks or something and I knew what the average customer is worth which was like 200 at [19:43] the time I was like this like by the way if you're going to do upsells you want the price point to usually be usually be five times more than the current price [19:51] because if you get 20% of people so customers are fractal so we're going to go into a little side quest here but it'll be worth it for you since we're talking about sales Chapter 10: Side Quest [20:01] so you've heard of 8020 right so you've got 100 people right the top 20% you've got the 80 underneath [20:09] right these are the people 8020 have five times the spending power of these people and so because of that if you get [20:16] 20% of people to buy something that's five times as expensive so let's say my current thing is $1,000 if I'm going to have an upsell I [20:24] want my upsell to be $5,000 because if 20% take it then it's 20% time 5,000 which means I add $11,000 [20:32] to my average ticket so I go from $2,000 or sorry $1,000 per customer to [20:39] $2,000 per customer and so when I heard that their upsell was 10% it'd be like having it' [20:47] be like my upsell is 100 bucks okay fine maybe 20% take that so I I go from a th000 to [20:54] 1,20 who cares like what's like why bother right and fundamentally again smart business owners and they were [21:02] upselling product which means there's no real delivery in a brick and Mort service business so they could just hand the product make the money and I think they were using it more for commissions for their staff to increase the average [21:11] pay which a different objective entirely and totally fine but I was only looking at this from how do I take customers who are worth $200 and make them my goal is [21:20] to get them worth a th000 currently it's $800 I'm GNA keep getting there until we get to a th but I think that we can get it to a th and [21:27] so we secret shop them number one which by the way if you have a team of people who are currently selling your [21:35] stuff secret shop them and then be horrified by what you listen to on the phone or what you see in person because you have this beautiful idea of what you [21:44] think your sales process is and it's a nightmare it's an absolute nightmare if they remember half of it you'll be stoked and so if you run an environment [21:52] especially in a in a lower wage environment so if you're brick and mortar you have a chain of of locations and you have to take low skill labor and teach them a sales process you've like [22:01] the the expertise in sales comes down to how easy and simple you can make the process and so that comes down to like [22:08] can I automate parts of the p uh the point of sale so that they can't move forward without doing this checkbox right and by doing this chalk boox they [22:16] have to ask the question so it forces script adherence now training sales not into this video but you want to basically repeat the process over and [22:24] over and over again until they're sick of it until they say like yes Mom would you like to have do you have your credit you want to use the credit card on on file like until they're saying it like [22:32] they can they can breathe it they can think they can say without thinking about it that's when you've maybe just started to have a te a team that's [22:39] that's well trained now that we finished these seven uh pieces of the diagnostic I want to add one more bonus because you're like wait a second so where's the where's the recurring Revenue great Chapter 11: Transition to Recurring [22:47] observation Andrew okay so so number eight is transition to recurring all right I remember this I'll give you two [22:55] separate stories that'll drive this home so A friend of mine has uh a a recurring membership that he sells and he sells it at uh I think he sell at 300 bucks a [23:04] month and he couldn't get people stick past three months and so he tried all these different gimmicks and things and he just couldn't crack three months of LTV now that could have been a pricing [23:13] issue whatever so this is what he did he stopped selling it at $300 a month month to month and started selling as a [23:19] $110,000 program with 36 month of Interest refinancing and so when people bought they were buying a $10,000 price point [23:27] but they got an amazing aming payment plan and so he didn't change anything about what he sold but that took his average customer from 3 months to 8 [23:36] months so we're talking about a $900 so 3 * 300 to 8 * 300 2400 that kind of change in a business life-changing in [23:45] terms of how much money you can make the second one was I had a different friend who had a continuity program uh he was an uh agency and what he did was he [23:52] realized he had turn in his business and so he said you know people are way less likely to turn out of a payment plan same as is the other one then they are out of a monthly recurring Revenue [24:00] 24 minutes stream and so what you call it to the customer can affect the likelihood that they pay but as far as the business is [24:08] concerned you just want payments that are regular and all you do to take a program and take it from Rec from a [24:15] payment plan to recurring in terms of how it actually looks and feels is you just put an automatic recurring at the end of the program and so when someone [24:23] buys this big thing and you make a payment plan and then it recurs into the exact same price as the payment plan you just move the pieces around but the [24:30] likely they stick is way higher and so that's exactly what we did as the last step in the diagnostic sales process and I wanted to highlight this point for you [24:37] because I've done it in every business and so we give someone the option to prepay you can give if you want a little bit more aggressive you get 20% off if [24:45] they prepaid today if you want to have one step down below that which is what I like to do you give them 10% off if they do half down and they make the rest as [24:53] payments and if they still can't do that then I take the whole thing and I spread it over let's say 45 weeks and so I'd [25:00] 25 minutes say okay it's 99 bucks a week 99 a week and there you go now they go from 99 a week to 80 bucks a week if they prepay [25:08] the whole thing and they go from 99 bucks a week to 90 a week if they prepay half and here's the key part is that [25:16] when we present the price you present it at the highest rate so you present it at the payment plan let me walk I'll walk you through this because I think it's important well I'm going to put it here [25:25] and so I don't have to flip screens for you all right so you have your full boat I'll say full interest [25:33] price so for us in our example is 4500 bucks all right 45 weeks times 99 roughly all right so this is our full [25:39] boat price we have our prepayment discount in full which is minus [25:46] 20% all right so for us it's going to be minus what is that 900 yeah 900 from there so that's 5600 sorry other way uh [25:55] 3600 3600 if they do half down you say I I'll let you save uh 450 [26:04] bucks so 10% so 4050 Z all right so this is 10% minus 10% that's- 20% now the reason [26:12] this is so important is think about the alternative think about and this is what most people do so listen to me Andrew most people do this they present the [26:21] price as $3600 and then they say oh well we have payment plans that we have interest on and so we do we do have 10% interest if [26:29] you can put half down and we have 20% interest if you put uh nothing down and you just go onto a straight payment plan [26:37] well which one would you rather buy if on one hand you have a $4,500 price tank which anchors you high and you say or you can get a benefit for prepaying [26:45] today rather than you think about 3600 you're considering it and then they say oh it's even more even though you're just considering this tag guess what you [26:53] have to pay way more now be because you can't afford it you have to pay more Banks do it all the time and guess what everyone hates Banks so if banks want to [27:01] fix their process Mr Bank maybe this will work who knows anyway point is is that this is how you present the price because you get the benefit of a price anchor and you get to be the good guy [27:10] for getting them to pay upfront rather than the bad guy for them not being able to so we're going to we're going to go through step eight in uh in the more Chapter 12: Step Downs [27:19] transition uh process for the sale and so I want to just walk you through step downs and so this is super important to understand from a sales perspective so [27:27] we'll call this sales step downs and uh this is by the way a preview for my next book coming out $100 [27:35] million yeah anyways so so Sal step Downs is one of the things that we have so obviously the first thing we're going to present is a prepayment all right $100M Leads: How To Get Strangers To Want To Buy Your Stuff (Hardcover) acquisition.com [27:42] which is pay in full today prepaid y by the way you've probably noticed from any of my content I don't say paidon fools and that's because that's a that's a [27:50] Salesman term not a customer benefit if you prepay you get a benefit whereas Pon full is like I got all the cash to front good for me [27:58] and so I have trained myself because I used to say pton fools piff skis P you know whatevers pifs like all of that stuff I used to do as a sales team sales [28:06] leader and then I also heard my team saying that to customers be like hey if you want to pay in full today like it's just like kind of gross and so I prefer [28:14] to say like hey we have a prepayment discount and so training that just little Pro tip for you so number one is prepay number two is we do [28:24] discount uh with partial so this is this is the half down oops half [28:33] down here you can also do in-house well this is whatever sorry this is credit card or third party so if you have like most most [28:42] businesses that sell legitimate Services have third-party financing solutions that already exist and so I promise you there is a banker somewhere who started [28:51] a business to service this Emerging Market of whatever it is that you do who says I'll bet you I can help Finance transactions now the prices they charge [28:58] for that financing will differ based on how risky your business is and so like there's financing for casinos like if [29:06] you want to get if you want to get a loan to go gamble more like there's financing for that but they will charge you a lot of money right and so like that being the extreme on the other hand [29:14] if you want to finance a house there's obviously a huge mortgage industry and so from every step in between there are Partners who will step in as third party and take on that risk for you for a [29:22] price and so I prefer can I get the prepayment because it's easiest and fastest if not usually have a third party that I set up so that my customers [29:31] can get financing if we don't move past either of these two things then I try to go with a partial with some level of discount not as much as here but a [29:38] little bit and if they still say no then I go for continuity which is why don't we just [29:47] make a payment plan on the thing and in this particular business because what they were doing before was simply rebooking people for another session of [29:55] service we just had this be the automatic like everyone gets rebooked and that would became that became an internal saying like I like having [30:02] mantras uh within sales teams which is like everyone buys something like everyone buy something there's no reason someone should not buy something and so [30:11] sure we'll get them a prepay maybe a partial okay fine we'll do a payment plan that's whatever call it you know 250 uh times four great that's our $ [30:18] th000 that's our th000 plan that we're getting people to buy and you pay 250 today and then three more times and you can do it every other month if it's a [30:26] more uh intermittent service whatever just match the payments to when they get delivery and then finally if they're like well I can't do any of those things [30:34] it's like cool let's just let's just book the next time you want to come in that's it and so this is the final of the process in terms of in terms of the [30:42] step Downs that we might offer someone we just walk through this whole process and you're like wow maybe that's a lot of work I have to use my brain power but welcome to business but let me tell you [30:49] why it's worth it so these are the actual stats and I put the numbers without the names to keep it nice open loop for you so number one is that they [30:57] had 9% of Revenue uh that was recurring within this product line all right so they had 9% that was curring after we implemented this [31:05] process 60% they took this 9% to 60% of this product line within the company so [31:13] awesome number two they had basically no membership at all because they just weren't it wasn't even an option not [31:21] really and we were to push that to 30 that's a 30 30% into memberships this included [31:30] payment plans this is just memberships and then we went from getting one additional extra visit on average per person meaning two to [31:39] getting four to six visits per customer by introducing this sales process and from a money [31:46] perspective we went from $220,000 when we uh bought the business so mind you this business made a lot more money than [31:54] this single product line or this service line but this is where I want wanted to invest my time because I thought there was a huge opportunity here because I saw from the secret shoer from the [32:02] constraints I thought this was a big area of attack and so they're only 20,000 a month which business the size is not a lot and then however many [32:09] however we dots this later over 250,000 per month in [32:16] added and it continues to grow and this compounds and that's the that's the beauty of this type of sales process and repackaging of what someone already [32:25] sells and so we went from 9 to 60 0 to 30% on memberships from one visit to four to six visits and from 20 to 250,000 so we more than 10x the [32:33] recurring revenue of this business by following a diagnostic process rather than just selling some traditional one-off thing I have two books on Amazon $100 million offers $100 million leads [32:42] you can go check them out uh if you have are completely poor uh my podcast has them for free too you can check those out it's all free enjoy

===FILE=== 2TtFI3OMWAI - The Difference Between an Owner and a CEO.txt
https://youtu.be/2TtFI3OMWAI
The Difference Between an Owner and a CEO

[0:00] Entrepreneurship is far more a war of [0:02] the heart than it is a war of the mind. [0:04] Like we can understand what we should [0:06] do, we just don't do it. And I think [0:08] that's why um we are so much better at [0:11] giving advice than we are at following [0:12] it. So most people if they just followed [0:14] their own advice, they'd be successful, [0:16] [laughter] right? And so um with this [0:19] kind of valley of despair, I call it um [0:22] niche slapping. is like, "Don't make me [0:24] nitlap you." [laughter] [0:26] Which is like when you have three things [0:27] going on, it's like, "Let me like slap [0:30] you into just picking one." Because the [0:32] thing is is that any of them can work, [0:34] but none of them will work unless you [0:36] pick only one. [0:38] Because it's actually, in my opinion, [0:41] an exercise in arrogance to assume that [0:44] you doing three things is somehow going [0:46] to beat somebody who's doing one. And I [0:48] can promise you, the competitor who is [0:50] going to beat you is only doing that one [0:51] thing. and you think a third of your [0:53] time is going to be there. No, it's not [0:55] going to I think it's arrogant. And so [0:58] there's actually like an under there's [0:59] like an underpinning of ego underneath [1:01] of this. And I say this as somebody who [1:02] did this. So like when I had the launch [1:04] business, I also had my six gyms. I also [1:06] had a chiropractor agency and I also had [1:08] a dental agency. And so I would [1:10] introduce myself and like oh I own lots [1:11] of companies. But I think one of the [1:14] biggest misconceptions when you're an [1:15] entrepreneur is not understanding the [1:16] difference between being an owner and [1:18] being the CEO. And so they might hear [1:20] that you have a portfolio. might hear [1:22] that I have a portfolio and be like, [1:22] "Okay, well, they have a portfolio, so I [1:24] must model that. That guy's tall. I [1:26] should play basketball." Doesn't work [1:27] that way, right? I should be, so if I [1:29] want to be rich, I should fly private. [1:30] Doesn't work that way, right? Um it's [1:33] conflating order. [1:35] And so [1:37] we must do these things in order uh to [1:39] get the outcome. We have to concentrate [1:41] on only one thing in order to get the [1:43] outsized return. and [1:46] that spreading of attention, especially [1:49] when you're newer in the entrepreneurial [1:50] career, it's like you already don't know [1:52] so many things. How do you now want to [1:54] have three sets of unknowns that you [1:56] want to try and conquer at the same [1:57] time? And the the fallacy of thinking is [1:59] that I'm going to try all of them and [2:01] see which one works, [2:03] but none of them will work because [2:05] you're waiting to see which one will [2:07] work. because you can force in my [2:09] opinion you can force one thing to work [2:12] provided like I'm just I'm going to just [2:14] assume basics like you're selling you're [2:15] not selling $5 bills for $4 like you [2:18] know the normal economics of a business [2:20] like if if if if a real estate business [2:22] exists there are other people are making [2:23] money there are hair salon businesses [2:24] where people are making money there are [2:25] lawnmowing business where people are [2:26] making money you can make money in all [2:28] of them you just can't make money in all [2:30] of them [2:30] yeah [laughter] yeah at the same and it [2:32] it's when you walked in today and you [2:34] sat down on the chair I said like what's [2:35] going on with you professionally I [2:36] remember what you said you said more of [2:38] the same and better, which clearly comes [2:40] from your wisdom, [laughter] my my [2:42] infinite wisdom, right? Well, it's just [2:44] from from from from suffering. Um the [2:48] the the woes of this. Like [2:52] the biggest entrepreneurial mistakes [2:53] I've made in my career have all come [2:55] from splitting my attention. Every one [2:58] of them. Like every single one of them. [3:00] Like I talked about how I had the [3:01] e-commerce business that I bolted onto [3:03] my to my licensing company. I should not [3:05] have done that. As soon as I did that, [3:06] my my revenue started slowing down in [3:08] its growth. [3:08] Why did you? [3:10] Because I was add like I just I was [3:12] like, "Oh my, I don't want to leave [3:14] money on the table." And I want to I [3:16] want to be so violent about this. You [3:18] are always going to leave money on the [3:20] table. That is the result of focus. But [3:24] you're you're leaving a small amount of [3:26] money on the table to pursue the much [3:27] larger money that's on another table of [3:29] just sticking with the thing that you're [3:31] on right now. Because compounding, if I [3:34] were to show a chart here, it's like if [3:36] you're at year three of your thing and [3:38] you want to think about moving to year [3:40] zero of a new thing, you have to compare [3:43] maybe year zero of a new thing grows [3:45] faster, [3:47] but it has to grow faster than year 3 to [3:49] four of the thing that you're on right [3:51] now. And I think that's that people will [3:53] compare year 0 to year zero, but not [3:55] year four to year zero. And the thing is [3:57] is you actually we have a linear life. [3:59] And so we that is it's an unfair but [4:02] true comparison of the opportunity cost. [4:04] And every exceptionally um successful [4:08] entrepreneur that I know has just stuck [4:09] with one thing for such an inordinate [4:11] amount of time. And I think there's a [4:12] quote by um I want to say Shane Parish, [4:14] but he said um success is doing the [4:19] obvious thing for an extraordinary [4:21] period of time without believing that [4:22] you're smarter than you are. [4:24] [laughter] [4:24] Yeah. And it's just like you we we know [4:27] what we need to do. And [4:30] comp so we don't need to make our lives [4:32] more complex. Complexity will come with [4:35] scale. I promise. And so just simply [4:38] trying to do more of what you're already [4:39] doing well is already hard enough. Don't [4:43] add anything else. And so like if you [4:45] need to write some sort of commitment of [4:46] like I'm just going to stick with this, [4:48] then do that. But the [4:53] what happens is when we were talking [4:54] about the levels earlier about like [4:56] beating the bosses. So what happens is [4:59] you know how to beat boss one through [5:02] three of of the game. And so then you [5:05] just say, "Okay, well I'm just going to [5:07] start the game over and beat boss I mean [5:09] this is this time it's going to be [5:10] different." But then you just get to [5:12] level three again and then you're stuck [5:13] again. And so people just keep getting [5:16] up to level three and new and new and [5:18] and new endeavors over and over again [5:19] because they never learn how to get past [5:21] that boss. And so you just have to [5:23] confront the uncertainty of knowing that [5:26] you don't know how to do it, but that [5:28] you will figure it out if you keep doing [5:30] enough repetitions. And that's where you [5:32] talk to as many people as you can. You [5:34] see what they said, you consolidate it [5:36] all. You say, "I think this is the [5:37] highest likely path. It might not work." [5:39] But I do believe fundamentally that if [5:40] we cut people's hair well and we do it [5:43] for a long period of time, we will have [5:44] a thriving business. And if we have a [5:46] really good model from that thing, we [5:47] might be able to open up another [5:48] location. And if we keep our cost down, [5:50] we might be able to have an actual model [5:52] that we could either invest our own [5:53] capital or bring somebody else and take [5:54] it national, right? Like all of these [5:57] like I have yet to find a business that [5:59] can't get to $100 million a year that [6:02] has a permutation of it that exists. [6:04] You're a dry cleaner. Fine. Well, cool. [6:06] we'll build the model and either we can [6:07] license the model, we can franchise the [6:08] model out, we can get outside investors, [6:10] we can scale it nationally, we can do [6:11] it. But the crazy goals are only crazy [6:13] because people have crazy timelines. [6:15] They're actually very sane goals if you [6:17] extend the timeline out. If you have a a [6:19] true 10-year goal or true 20-year goal, [6:20] almost anything is accomplishable. I [6:22] mean, almost every multi-billion dollar [6:25] company is about, you know, they get [6:27] it's usually between like year six and [6:28] 10 when companies get to kind of like [6:30] those big numbers. And most people who [6:33] are listening to this are 5 years into [6:35] entrepreneurship, but you're 6 months [6:37] into the thing that you've been working [6:38] on right now. And you keep restarting [6:40] the clock for getting to year 10 every [6:42] time you start over. And I think that's [6:44] the part that it took me a very long [6:46] time to figure out. And I think it takes [6:47] a lot of entrepreneurs like everyone [6:49] messes around with a lot of stuff in the [6:50] beginning because you just don't know [6:51] what you're doing. [6:52] And so in my experience, it takes about [6:55] five years for most entrepreneurs that I [6:57] know to just like find something that [7:00] works. [laughter] Like I'm like takes [7:01] about 5 years to figure out which way is [7:03] north. [7:04] Yeah. Yeah. [7:05] And then it takes like another five [7:07] years and a lot of people that's it. [7:08] Like they they restart they they they go [7:10] off crash and burn. Um [7:12] and it takes another 5 years to build [7:13] something that can can create [7:15] generational wealth. So it's about a [7:18] 10ear slug. And here's the really hard [7:19] truth about it. If you have a job right [7:22] now, [7:24] for almost all of that five years, you [7:26] quit your job because you don't want to [7:28] work as hard as you are and you want to [7:30] make more money. And as soon as you [7:32] quit, you will realize that you are now [7:33] going to work way harder than you were [7:35] and you're going to make less money for [7:37] an extended period of time. The one [7:39] benefit is that you get to claim all [7:41] responsibility for how little you make [7:42] and how much you work because you're [7:44] like, "My boss is an idiot and it's me." [7:47] [laughter] [7:47] But it's the truth. And I think that in [7:50] some ways having that um optimistic [7:54] ignorance is actually one of the really [7:56] redeeming traits of entrepreneurs. And [7:59] one of the really hard parts is that the [8:01] biggest jump you have to make gets so [8:04] immediately reinforced from the freedom [8:05] you have from being able to, you know, [8:08] chart your own path. [8:11] But [8:14] that big success of quitting one thing [8:16] and starting another, you need to [8:18] immediately forget. And I think that [8:21] fundamentally that is why so many [8:23] entrepreneurs keep doing it is because [8:25] the first time you do it, it's the [8:27] biggest rush ever. You quit your job, [8:29] you do the business, and and you get [8:31] some some first traction. And that that [8:33] first dollar that you make when the new [8:34] business, it's like the best dollar [8:36] ever, right? But it's such a strong [8:39] reinforcer that what does it reinforce? [8:41] It reinforces stopping what you're doing [8:43] and starting something else. And so I [8:45] think one of the fundamental errors of [8:47] entrepreneurship is that sometimes the [8:50] jumping ship to start this thing is the [8:52] lesson that you need to immediately [8:54] unlearn because after that you have to [8:56] just stick with it for a very long [8:57] period of time. Real quick I'm going to [8:59] show you the exact 10stage road map from [9:02] zero to 100 million plus that less than [9:05] 1% of companies finish. I've now done [9:06] multiple times and so I can say with a [9:08] lot of confidence that these are the [9:09] stages as headcount increases that you [9:12] need to get through and I broke each of [9:14] these down by eight different functions [9:16] of the business what the constraint [9:17] feels like what are the symptoms of it [9:19] when you're going through it and then [9:20] what steps we actually took to graduate [9:22] and we've done this across software [9:24] physical products uh service businesses [9:26] brickandmortar all of this and it works [9:29] and it's my gift to you it's absolutely [9:30] free and so the link's in the [9:32] description but you just go [9:33] acquisition.com/roadmap [9:35] just enter your info and it'll spit it [9:36] back to you offering.

===FILE=== 2hhSDE9JoAg - How to Take 100 Primary Actions to Reach Your Goal.txt
https://youtu.be/2hhSDE9JoAg
How to Take 100 Primary Actions to Reach Your Goal

[0:00] I talk about this thing in my book [0:02] called the rule of 100. And so I'm just [0:04] going to close on something tactical. I [0:05] already gave you the learning thing, [0:06] which is if you don't do anything [0:07] different when you go back to the same [0:09] condition, you've learned nothing. And [0:10] that's probably not what you want, which [0:11] means you probably should change your [0:12] behavior. [0:14] The rule of 100 is pretty simple. Um, [0:18] you do 100 primary actions every day [0:20] until you get to your goal. And the [0:25] the hard part is figuring out what the [0:27] 100 primary actions are. And so those [0:30] 100 primary actions if you're in a [0:32] business is probably going to be some [0:34] level of promotion. And that might be [0:35] promotion to get an employee. Like you [0:38] can use this stuff to get customers, you [0:39] can use it to get employees, you can use [0:40] it to get affiliates, you can use it to [0:41] get influencers, you can use to get [0:42] agency, whatever it is. But [0:46] set a timer. Kitchen timer works. Five [0:49] bucks. And [0:53] do the 100 reachouts. [0:56] Do the 100 minutes of content. spend [0:58] $100 a day on ads, whatever it is. Um, [1:02] and start your day with that. And if you [1:04] ever look away to your phone or you go [1:06] to get a drink of water, you go to the [1:07] bathroom, like, pause the timer and see [1:09] how long it actually takes you to do it. [1:11] Because I found that a lot of times my [1:13] fear around doing some of this stuff is [1:16] it makes it feel I think this is a Leila [1:19] quote that she says, but it's like fear [1:21] is a a mile wide, an inch deep. And so [1:25] it looks like it's an ocean, but you [1:26] take a step into it and you realize it's [1:27] really shallow. And so we have these [1:30] fear of rejection, fear of making [1:32] content, of making the post of whatever [1:34] it is for a bad comment. But when I [1:36] started quantifying things based on the [1:38] amount of time that it was going to take [1:40] to do whatever that action was, then [1:42] it's like, all right, my 100 is going to [1:44] take me 2 hours and 15 minutes or it's [1:46] going to take me 3 hours and 12 minutes [1:48] on average. All right, it's 7. All [1:51] right, I'll be done at 10:15. And then [1:53] you just crank the timer. you start. And [1:55] so a lot of times there's been a lot of, [1:57] you know, recently and I I like to speak [1:58] out against it. Um, a lot of woo woo [2:01] around these extended morning routines [2:04] and things where people like have to [2:06] prepare to work. They masturbate about [2:08] the idea of working. [2:12] And I'll tell you, [2:15] the best morning routine is the one that [2:17] gets you to work fastest. [2:21] And so like [2:23] the work needs doing and the faster that [2:26] you start the faster it will be done. [2:29] And so everything that I do before that [2:31] moment is just actually elongating that [2:33] time. And so if it if I'm it's 7:00 now [2:35] it's like well if I do an hour of prep [2:36] and then I still have 3 hours and 15 [2:38] minutes of work it's like I just want to [2:39] [ __ ] start. And I think if you can [2:41] just confront the work and disassociate [2:46] the long-term reward for the actions [2:47] that you're doing and reassociate the [2:50] work with Solomon or whoever that person [2:53] is that you want to be as you chopping [2:56] the wood or sculpting the marble of the [2:58] person that you want to become and [2:59] giving yourself that basket of skills [3:02] and traits that they eventually ladder [3:03] up to. Then every day you feel like you [3:06] are crafting that masterpiece. And the [3:09] the thing that I'm spending the most of [3:11] my mental energy on right now is [3:13] defining winning by level of effort. And [3:17] so I can only win I only get to win if I [3:22] if I leave nothing in the tank. And by [3:24] doing that it's like it's going to take [3:27] longer. Awesome. I'll have less in the [3:29] tank. Oh, it's going to it's going to be [3:30] even harder. Awesome. I'll have a bigger [3:32] opportunity to empty my tank because [3:34] that's the only way that I win. And so I [3:35] think if you can redefine it that way, [3:37] um the external winning takes care of [3:40] itself really easily. And so that's that [3:43] is my parting words is that if you don't [3:44] change your behavior, you learn nothing. [3:46] And that is tactically what I would do [3:49] if you don't know what to do is start it [3:51] first thing. Start a timer and do not [3:54] stop until the timer is done. Real [3:56] quick, if you're a business owner and [3:58] you are not growing as fast as you'd [3:59] like, I'd like to give you a free gift. [4:01] So my team and I put together the $100 [4:03] million scaling roadmap, which is [4:05] basically 200 hours of us looking over [4:06] all the portfolio companies we've had [4:08] and what stages of growth they went [4:10] through and more importantly where they [4:12] got stuck and how they got past it. And [4:14] so we broke it in these 10 stages and we [4:16] made this little kind of quiz thing [4:17] where if you put in your business [4:18] information, it'll tell you where you're [4:20] at and the most important part for you, [4:22] what to do for each of the functions of [4:23] the business across product, marketing, [4:24] sales, customer success, recruiting, IT, [4:27] human resources, and finance. And so no [4:29] matter what you're struggling with, [4:30] someone else has already struggled with [4:32] it and solved it. And so I'd like to [4:34] give you this thing absolutely free. You [4:35] can go to acquisition.com/roadmap, [4:37] plug in your business information, and [4:39] if you want us to actually help you [4:41] deconstrain the business and you're [4:42] trying to scale, we'd love to help you [4:44] out on the thank you page. You can just [4:45] book a call with my team and we will [4:48] look into the business, see if we can [4:50] help. And if we can, we'll invite you [4:51] out to Vegas and we'll do this in person [4:53] live.

===FILE=== 2iqDp4RXRYI - The Best Entrepreneurs Do These 2 Things Better.txt
https://youtu.be/2iqDp4RXRYI
The Best Entrepreneurs Do These 2 Things Better

[0:00] It is very easy to Monday morning [0:03] quarterback and to armchair be like, [0:05] "Oh, of course, you know, just like just [0:07] make the food better." It's like it's [0:09] very obvious to say that, but when [0:11] you're running the actual business and [0:12] like inventory is going bad and you have [0:14] to, you know, pick between organic and [0:15] and whatever chicken and you've got one [0:18] staff member who's hitting on somebody [0:19] else and you're debating whether you [0:21] should get in, you know, interfere so [0:22] that they don't create a relationship, [0:24] but at the same time, it's like you [0:25] don't want to, you know, overstep your [0:27] bounds as a boss and you've got rent due [0:29] and you got payroll due and you got [0:31] marketing dollars and you got leads you [0:32] got to work. It's like it's a lot of [0:33] man. It's very easy to say this [0:35] and just be like, "Oh, yeah. uh just [0:37] just you know XYZ. It's like no it's [0:39] like we the big thing is this. [0:43] The best entrepreneurs [0:45] are allocators of resources. It means [0:47] they get more for what they put in which [0:50] means they do two things better than [0:51] other people. They're better at curating [0:53] opportunities and then once they curate, [0:55] which means they see the opportunities, [0:57] they then prioritize what they see. Most [0:59] people can't do either. Some people can [1:01] do one. Very rare for people to do two [1:03] both. And so I would say an example of [1:05] somebody who can do level one of [1:06] strategy is, hey, here's six things. [1:08] Which one do you think is more [1:09] important? They're going to be like, I [1:10] mean, some people get that wrong, but [1:12] decent people will be like, well, I [1:14] think that's more important than that. [1:15] And then they'll be right. But the best [1:17] entrepreneurs are like, oh, but did you [1:18] see option door number three that you [1:20] didn't think about? That's a 10x. That [1:23] is the basis of strategy. So if you've [1:24] ever heard the term strategy, it's the [1:26] curation and prioritization of [1:28] opportunities with the limited resources [1:30] you have to deploy. That is what it [1:32] means. If you're a business owner and [1:34] you are not growing as fast as you'd [1:35] like, I'd like to give you a free gift. [1:37] So, my team and I put together the $100 [1:39] million scaling roadmap, which is [1:41] basically 200 hours of us looking over [1:42] all the portfolio companies we've had [1:44] and what stages of growth they went [1:46] through and more importantly where they [1:48] got stuck and how they got past it. And [1:50] so we broke it in these 10 stages and we [1:52] made this little kind of quiz thing [1:53] where if you put in your business [1:54] information, it'll tell you where you're [1:56] at and the most important part for you, [1:58] what to do for each of functions of the [1:59] business across product, marketing, [2:00] sales, customer success, recruiting, IT, [2:03] human resources, and finance. And so no [2:05] matter what you're struggling with, [2:06] someone else has already struggled with [2:08] it and solved it. And so I'd like to [2:10] give you this thing absolutely free. [2:11] free. You can go to [2:11] acquisition.com/roadmap, [2:13] plug in your business information, and [2:15] if you want us to actually help you [2:17] deconrain the business and you're trying [2:18] to scale, we'd love to help you out on [2:20] the thank you page. You can just book a [2:21] call with my team and we will look at [2:24] the business, see if we can help, and if [2:26] we can, we'll invite you out to Vegas [2:27] and we'll do this in person live.

===FILE=== 2lA_A8BGRRs - How To Build Large Sales Teams (Starting from 0).txt
https://youtu.be/2lA_A8BGRRs
How To Build Large Sales Teams (Starting from 0)

[0:00] in this video I get really in depth on [0:02] the actual scaling of a sales team [0:03] process the training process the [0:04] onboarding process the management [0:05] process Etc so that you can scale sales [0:08] within your organizations the interview [0:09] process what we're testing for is the [0:12] speed of response you can test work [0:13] ethic by how quickly they get back to [0:14] you because you are a lead to them [0:16] number two somebody who's intelligent so [0:17] if somebody sounds like an idiot then [0:18] it's the impression that they're going [0:19] to be giving of your brand the next one [0:21] is you want somebody who can listen so [0:22] someone's dominating the conversation [0:23] they're talking they're you know motor [0:24] mouthing it's not a good idea you want [0:26] somebody who's kind of an ambivert [0:27] somebody you can listen and can talk [0:28] when it's time and socially aware you [0:30] want someone who's coachable and so you [0:31] can measure coachability by saying Hey I [0:33] want you to role play with me in this [0:34] situation and you just give them a [0:36] little bit of context I don't care about [0:37] how well you sell me I just want to hear [0:39] you talk through things and then what [0:40] you'll do is you'll give them feedback [0:41] and then ask them to try again now if [0:43] someone can take the feedback without an [0:44] ego then you have somebody who's [0:45] coachable and if they make Improvement [0:47] on the second try then you know that [0:48] they can improve if someone is not [0:50] coachable and they do not take feedback [0:51] well you can already know way ahead of [0:52] time that they're going to be terrible [0:53] fit for the team now at this point they [0:54] have to transition their general [0:55] knowledge of sales to your specific [0:57] product or service now I think one of [0:58] the things that's overemphasized is [0:59] proud technology which underemphasized [1:01] is Prospect knowledge what we should be [1:03] focusing on is who are we selling to [1:04] more than what are we selling because [1:06] who matters more in the sale the person [1:07] the product the person right so we want [1:08] to understand their problems so in depth [1:11] because if you can explain to somebody [1:12] exactly the problem that they're going [1:13] through they will buy whatever you have [1:15] because they will believe that you so [1:16] intrinsically understand what they're [1:18] going through once we've decided to hire [1:19] this person I like to have a 14 day [1:21] onboarding period what is covered in the [1:22] onboarding period is that we want them [1:24] to listen to sales calls that are good [1:26] now if you don't have any sales calls [1:27] that are good like I would recommend you [1:28] go and sell and do it well and then [1:30] record those calls and have them listen [1:31] to it you want them to be bathing in [1:33] good sales all they're doing all day [1:34] long is listening to sales calls [1:36] listening to sales calls listening sales [1:37] calls and you can see if they watched it [1:38] based on most software once they've [1:39] watched let's say about 40 different [1:41] sales calls they're gonna have a pretty [1:42] good idea now in between those watchings [1:44] you want them to work on the script the [1:46] script should be in my opinion a [1:48] question based framework it's a [1:49] framework of questions that lead someone [1:50] naturally to the conclusion when I [1:52] review the salesforcement portfolio [1:53] companies when they're trying to improve [1:54] there wasn't a core decision that was [1:56] articulated the sales people in general [1:58] would multiple times throughout the [1:59] sales say do you have any questions for [2:01] me do you have any questions for me and [2:03] that's an indication that the [2:04] salesperson doesn't know how to close [2:05] clearly not following the script because [2:06] you're not asking the prospect to come [2:08] with more reasons to not buy right [2:10] you're asking them to make a decision [2:11] it's going to be very clear at the [2:12] beginning of the call which is [2:13] clarifying why we're here and then [2:14] labeling them with the problem so that's [2:15] the closer primary clarify why they're [2:17] there label them with a problem overview [2:18] their past experiences and pains once [2:20] you have that you've gathered enough [2:21] info you say cool I think you'd be a [2:22] good fit can I tell you about it you get [2:24] invited to sell which is the S and then [2:25] you explain in very short analogies why [2:28] you think you're going to be able to [2:29] solve two to three of the problems that [2:30] they explained and then you ask for the [2:31] sale and then enr are explaining what [2:33] their concerns and then reinforce the [2:34] decisions and so once we have a script [2:36] do you want to boil down the decision to [2:38] the most basic unit possible and the [2:41] reason you have to do that thinking is [2:42] because you don't want them to try and [2:43] think about what the decision is you [2:44] want to give them the decision that they [2:46] have to make by the end of the call and [2:47] so if you're selling a B2B service it [2:48] would be like the decision we have to [2:49] make is whether you're going to make [2:51] more money on your own than you will [2:52] with us in excess of our thing what most [2:54] people do is they just talk for 30 [2:56] minutes and then they just present the [2:57] price and they just don't have any [2:58] structure of the conversation and they [2:59] don't actually do any fact finding they [3:01] go on off all of these all these changes [3:02] why are you here what is your problem [3:04] what have you tried to solve here's how [3:06] I think we can help you given what you [3:07] just said to make this one decision [3:08] which is can we help you more than you [3:09] could on your own yes or no fantastic [3:11] close that's it once we've clarified [3:13] what that scripting needs to look like [3:14] and that's big picture there's obviously [3:16] wording but for the sake of this video I [3:17] want to talk bigger picture so once you [3:19] have that and this person is watched [3:21] themselves in sales they're studying the [3:22] script what you want to do is you want [3:23] to role play with them you want to role [3:25] play with them every morning during that [3:26] process so they get better at it once [3:27] they pass the role play test right and [3:29] if you're like whoa that sounds like a [3:30] lot of work well it is a lot of work to [3:32] build a great sales team once they sell [3:33] you on them being able to have this [3:35] sales conversation then you put them on [3:37] the floor on a half schedule you're not [3:38] going to give them a full schedule [3:39] because you want them to blow through a [3:40] ton of leads you give them a half [3:41] schedule the second half their day [3:42] they're still reviewing the calls they [3:44] had and then you're still meeting with [3:45] them twice a day beginning of the day [3:46] and a day the second week of this [3:48] training when you're reviewing the sales [3:49] costs with them they now have fresh ones [3:51] that they went through that you're going [3:53] to give them feedback on here's how you [3:54] have these meetings when you do sales [3:56] manager meetings you're communicating [3:58] the goals which in sales is usually [3:59] pretty sure straightforward you're [4:00] making sure they're motivated and you're [4:02] training them that is the point of the [4:03] job you motivate and you train as long [4:05] as they're clear on what their kpis are [4:06] 30 minutes before the call that you have [4:08] with the new trainee you listen to one [4:11] or two of their sales calls at 2x you [4:13] know speed take written notes of all the [4:15] things that you would want to improve [4:16] when you get on the call with them which [4:17] should happen immediately afterwards [4:18] because it's going to be fresh in your [4:19] mind you then look at your notes and [4:21] then you want to bold or prioritize one [4:23] to two highest impact things that they [4:25] can do now there's probably a hundred [4:26] things they're doing wrong but you just [4:27] want to start with the highest impact [4:29] things and then you give them those [4:30] things and it takes about five minutes [4:31] to communicate that 30 minutes to review [4:33] and write the notes five minutes to [4:34] communicate the thing that the one to [4:36] two highest leverage things that they [4:37] can do to improve and then 25 minutes [4:38] where you role play again with them with [4:40] the new changes and then they go back [4:42] the next day they do more calls you [4:43] listen to see if they did the thing they [4:45] didn't do the thing roll play again the [4:47] next day you listen to recordings now [4:49] maybe they got it right you say hey keep [4:50] doing that you're getting better now [4:51] let's also do this thing when someone [4:53] says I got to think about it when [4:54] someone says I have to talk to my spouse [4:55] or when someone says that's a lot of [4:57] money let's drill this overcome this is [4:58] what I need you to say you have to Flex [5:00] that muscle as many times you can get [5:01] those reps in within that 25 minute [5:03] period And so as you're scaling a sales [5:04] team you need to do that with all of the [5:06] Reps that is what Sales Management is [5:08] it's not just like sitting there having [5:10] one weekly meeting and checking in on [5:12] people and asking them what their [5:12] pipelines at you need to be reviewing [5:14] sales calls with written notes [5:16] prioritizing where they can improve the [5:17] most and then communicating and drilling [5:19] them on those things maintaining the [5:21] culture of the team through three things [5:23] one is having a leaderboard that is [5:25] Visual and up to date at all times sales [5:27] people are competitive you want to [5:28] Foster that competition number two is [5:30] that you want to have clear kpis and [5:32] some sort of bonus and we like every 30 [5:34] days to 42 days every four to six weeks [5:36] having some sort of big little thing [5:37] that they can brag about winning some [5:39] sort of sales competition of the [5:40] different objectives that we have [5:41] optimized for the one that has worked [5:43] best for all of our portfolio companies [5:45] is optimizing for cash up front there's [5:46] three things one is the leaderboard two [5:48] is the kpi in competition and the three [5:50] is that you have to cut the bottom 10 on [5:52] a quarterly basis if you're not cutting [5:54] you're communicating with the team [5:55] that's okay to suck and it will drag [5:57] down the culture of the team and so the [5:58] job of the manager besides training is [6:00] motivation motivation comes from culture [6:02] and the standards that we set for [6:03] ourselves and what you agree to tolerate [6:05] and so fundamentally Sales Management is [6:07] a skill of Tolerance is the person who [6:09] tolerates the most is the one who has [6:10] the weakest team you can tell the [6:11] difference between the winning teams and [6:12] losing teams usually by the coach how [6:14] can you have one coach go from a losing [6:16] team in the NFL to almost undefeated [6:18] team in one year because of the [6:20] leadership because of the culture [6:21] because of the Mojo because we say we no [6:23] longer tolerate these things like if you [6:24] want to be here this is a world-class [6:26] sales organization and if you are on [6:27] this team it means that you're agreeing [6:28] to them there was a time a few years [6:30] back where our sales team got a little [6:31] bit bloated got a little bit fat and so [6:33] I ended up cutting more than half the [6:35] team and then I had a meeting with [6:36] everybody afterwards and I wanted to [6:38] reset the tone and I was like guys if [6:40] you're here it's because a we value and [6:42] we think that you're solid but B is [6:44] because we think that you're going to [6:45] buy into the vision of what we will have [6:46] for the future which is we want to build [6:47] a world-class sales organization and if [6:49] you want to stay on this team then it [6:50] means that you're agreeing to that and I [6:51] don't want to say that you're inherently [6:52] agreeing to that I want to let you guys [6:53] sleep on it because tomorrow if you want [6:55] to quit that's fine you just let me know [6:57] in the morning no harm to foul I'd [6:58] rather you just tell me because what [6:59] we're going going to go through is going [7:00] to be a significant change and so if [7:01] you're a sales manager coming into an [7:03] organization you say these are the new [7:04] standards of what we will do I expect [7:06] you to all attend our 5 a.m training for [7:09] an hour where we drill together I expect [7:11] you to show up on time to every single [7:12] call I expect you to clean your [7:14] pipelines every single day and that you [7:16] put the call notes in the CRM as [7:18] required if you do not do those things [7:20] even if you're the best closer on the [7:21] team I will fire you are we clear and [7:23] the reason I do that is because I want [7:24] the culture of this team to be one of [7:25] excellence in everything we do because [7:27] if it's worth doing it's worth doing [7:28] well and so you have to set that tone on [7:30] the team to get them to want to raise up [7:32] and that's where the leadership of sales [7:34] manager is so important as a side note I [7:37] have rarely found that the best [7:38] salesperson is the best sales manager [7:39] sales managers tend to be more giving in [7:42] general and more stable as people [7:44] there's less emotional highs and lows [7:46] they are more even they need to be the [7:48] rock of the team that people look up to [7:50] no one respects a sales manager who says [7:52] do all these things and doesn't do it [7:53] themselves and so they have to emulate [7:55] or exemplify what work ethic looks like [7:57] what following through looks like which [7:59] finishing your checklist every day looks [8:01] like being first to show up for the [8:03] meeting in the morning before everyone [8:04] else does like you have to lead by [8:05] example the last piece I want to hit on [8:07] here is the Cadence which is what [8:08] frequency are we talking to our sales [8:09] people the first 14 days you're going to [8:11] be talking to that person once or twice [8:12] a day when they're getting onboarded [8:13] once they get out of that training [8:15] wheels period which is the half week if [8:16] they meet the quota which is the minimum [8:18] allowable close rate or whatever metric [8:20] you want to use then they can get a full [8:21] schedule once on the full schedule [8:22] they're still kept on that and everyone [8:24] understands that if you drop below kpi [8:26] for two weeks you go on a pip which is a [8:27] performance Improvement plan which means [8:28] you go basically regress back to being a [8:30] trainee which means I now have to train [8:32] you the way we were and I'm going to [8:33] take even more attention to fixing your [8:34] calls and getting you back on track if [8:36] after the next two weeks you still [8:37] haven't improved you're all that's the [8:39] name now when you hire people you also [8:41] set that expectation this is how this [8:43] works this is a dangerous place to work [8:45] we do that because we expect Excellence [8:46] you want them to be fired up they'll be [8:48] like let's [ __ ] go the Cadence after [8:50] you've graduated someone from trainee to [8:51] full time is you would meet with them on [8:53] a weekly basis and then maybe after a [8:55] year every other week if they're just [8:57] killing it but most times most sales [8:58] people meet on every basis just to clean [9:00] the engine check in on things give them [9:02] a couple of tidbits hear them out Etc [9:04] the structure of those calls already [9:05] outlined in terms of how you give [9:06] feedback that same feedback structure [9:08] applies to all of the existing guys too [9:10] which is an hour per guy per week is for [9:13] the sales management and so you take 60 [9:14] to here maybe two calls because you can [9:16] listen to it on faster rate and then you [9:18] can have your written feedback and after [9:20] you have the call with them you want to [9:21] message them or email them the Salient [9:23] blocks and if you're an organized person [9:25] which I recommend you be if you're a [9:27] manager I like having a tab of all my [9:28] sales guys and having the things that I [9:30] want them to work on each week so that I [9:31] can just date it and say like last [9:32] Monday I said these two things come back [9:34] this Monday and so when I'm reviewing it [9:35] the next week I'm saying this is the two [9:37] things I tell them to work on did they [9:38] improve it yes no cool when I come back [9:40] to that call I'm like hey we said these [9:42] two things did you do it did it results [9:43] in you making more deals awesome cool [9:45] big meeting Cadence you've got your [9:47] weeklies you've got your monthlies [9:48] you've got your one-on-ones that happen [9:50] on a weekly basis or more frequently if [9:51] they're on a performance plan or a [9:52] trainee and then you have as a team [9:54] daily huddle end of day huddle the end [9:56] of day is a short just like hey how's [9:57] everyone doing checking in cool awesome [9:59] make sure you clean your pipelines Etc [10:01] the early morning one is a training if [10:03] you want you can make it optional and if [10:05] you're on a performance plan or you're a [10:06] trainee it's mandatory with the right [10:08] culture teams most guys always attend [10:10] that's the overarching structure for [10:11] scaling a sales team in an organization [10:13] the only other thing that can happen is [10:15] that they will lose conviction that's [10:16] when sales can get cold the things that [10:18] keep people motivated are the [10:19] competitions because that keeps things [10:20] fresh because it's a very repetitive job [10:21] but also reading testimonials of clients [10:24] they recently sold and the results that [10:26] they're experiencing and you do that so [10:28] that they feel like they're good guys [10:30] because a lot of times sales can feel [10:31] very hunt and kill but you want to sell [10:34] from a place of empathy genuine empathy [10:36] not nice guy but like I really want to [10:37] help you which means you need to make a [10:38] decision and that's what like I'm not [10:40] going to let you hide in your excuses [10:41] again because I really am trying to help [10:42] you not say I am because I've seen guys [10:44] just like you change their lives by [10:45] doing this and I know you're just [10:46] putting [ __ ] up and you're afraid [10:48] and that's okay because we're going to [10:49] help you you have to have somebody who [10:50] who's willing to push through the know [10:52] because they believe in the product and [10:55] the transformation the other person is [10:56] going to experience not because they [10:57] have their ego tied into it and they [10:59] want to close the sale to be number one [11:01] you get there backwards and you do that [11:03] by having people who were clients hop on [11:05] a sales call and talk about their [11:07] experience the second best thing is to [11:09] watch videos of testimonials with the [11:11] team before you start the day in the [11:13] early morning huddle and then the third [11:14] is just just read them out loud yourself [11:15] and ideally what you want is if you're [11:17] going to read them out loud have the guy [11:18] who sold the person read the testimonial [11:20] because then it'll double down on their [11:22] conviction

===FILE=== 3TtgqWKobdY - You need to post more.txt
https://youtu.be/3TtgqWKobdY
You need to post more

[0:00] Hi [0:00] John. What's up man? Tell me about the [0:02] business. [0:03] Yeah, so we help people with chronic [0:05] back pain get painf free with our online [0:07] program. We're doing about [0:08] talk a little slower. Talk a little [0:09] slower. [0:09] I think our constraint is uh [0:11] talk a little slower consistency. [0:12] Can you hear me? [0:13] Oh yeah, sure. [0:14] Okay, [0:14] I can [0:15] talk slower. Yeah. Yeah. Talk slower. [0:16] Talk louder. [0:17] Okay. [0:17] Okay. [0:18] Yep. So we help people with chronic back [0:20] pain and satica. Um we have an online [0:22] program. [0:22] Okay. So online. [0:24] Okay. [0:25] Yep. [0:26] And you help with back pain. Got it. [0:29] That's correct. What's revenue? [0:30] And we're doing nu 95 grand a month. [0:32] Okay. So you're doing a million bucks a [0:33] year roughly. Okay. So you're doing a [0:35] million a year. Great. Um how are you? [0:38] So I know you're online. Are you selling [0:39] via checkout page or via sales call? [0:42] We do a DM to triage call to sales call. [0:45] Okay. So sell Okay, cool. You're doing [0:47] online sales people. Okay. [0:49] Yep. [0:49] Okay. Got it. And how are you getting [0:51] leads? [0:52] Uh it's we have a million followers on [0:54] Instagram. [0:55] Okay. One million on IG. Anything else? [0:58] Uh yeah, like 200 grand on Tik Tok. [1:01] Okay, cool. Well, you've probably [1:02] already seen the difference of uh the [1:04] value of 200,000 on Tik Tok versus 1 [1:06] million on IG. [1:08] Yeah. [1:09] Want me to give you a quick hack to turn [1:10] those uh Tik Tok people into uh more [1:13] value, [1:14] please? [1:16] Yeah. So, we have found that the best uh [1:18] call to action for Tik Tok if you want [1:20] to sell higher ticket stuff is actually [1:22] make the CTA DM me on Instagram and then [1:25] put the link to your Instagram. [1:28] Wow. Okay. [1:29] Yeah. [1:29] So, like on Tik Tok you get people to DM [1:31] on Instagram. [1:32] I know. But you already have your whole [1:33] DM team set up on on Instagram anyway. [1:35] So, like it works great. [1:37] Yeah. Cool. [1:38] All right. So, that's thing one. Great. [1:39] So, uh what do you want to do? What's [1:41] the limit? What's what's holding you [1:42] back? [1:43] Uh it feels like it's consistency. So, [1:45] we have one sales rep and two setters [1:47] and I want to get more sales reps, but [1:49] it's just like one week we'll be filled [1:50] out weeks in advance and then another [1:52] week we barely get, you know, enough [1:53] lead to fill up one and then we just end [1:55] up pitching on every single post. That [1:57] just feels fatiguing for the for [1:59] clients. So, I'm curious, do we start [2:00] ads, can we start retargeting or do we [2:01] need to fix something first? [2:03] How many posts a day are you putting [2:04] out? [2:06] Uh, we're putting out one post a day on [2:07] Instagram. Uh, we tested two, but it's [2:10] just uh like we really focus on we edit [2:11] it for eight hours, we make it great, so [2:13] it's one a day. Okay. I think you can [2:16] probably make more. I'll just I'll just [2:17] put that out there. I would I would 100% [2:20] not believe in the mythology of like [2:21] there's a platform limit. There totally [2:23] isn't. [2:24] And that's on and I I I pretty much [2:25] stand by that on every platform. [2:28] Um like Fox News puts out one I just [2:31] looked this we were we were calling up [2:32] this morning. Uh does one long per hour [2:36] on YouTube. [2:37] Oh wow. [2:38] Right. And they do like 300 million [2:39] views. [2:40] Right. And uh there's a Bollywood [2:41] account that gets a billion views a [2:43] month on Instagram and puts out a 100red [2:45] posts a day on Instagram. [2:48] Jeez. Yeah. [2:49] So you have to think about it like this. [2:50] So instead So I hear what you're saying [2:51] with the fatiguing audience. I think [2:52] more realistically you're fatiguing your [2:54] editor, not your audience. I think [2:56] they're not making good enough stuff. [2:57] No, I'm being real. I think they're not [2:58] making good enough stuff. Like your [3:00] audience has no has an insatiable demand [3:02] for value. [3:04] Would you like believe that in your [3:05] core? [3:06] Your audience has an insatiable demand. [3:07] It will literally never it's an endless [3:09] pit when it comes to value and has [3:11] almost no appetite for fluff and waste. [3:14] So if we I don't know if you can see the [3:16] YouTube but if we have let's imagine [3:19] that this circle represents a million [3:20] people. Okay. [3:22] When you make a post you're getting like [3:24] 1 to 2% of your audience to actually see [3:26] it right? [3:28] Mhm. [3:28] And so if you make more posts you'll [3:30] just have more one to two%s that see it. [3:34] Okay. [3:35] Okay. Now, where your issue comes up is [3:37] that when you make your call, you know, [3:39] your direct call to action posts, then [3:40] it's like goes from like that kind of [3:42] thicker dot to just like an itty bitty [3:44] speck because your your reach gets um [3:47] hammered, right? [3:49] We actually do a call to action on every [3:50] post like at the end. [3:53] Well, it's it's not it's not the end of [3:55] the world. Again, all that matters is [3:57] like how long is the CTA relative to the [3:59] post, right? So, it's usually like are [4:00] you doing a mini chat integration? [4:03] Yeah. [4:04] Yeah. So, how long is the CTA? [4:07] Uh, it's like six seconds. [4:09] Is it That's long. Is it pre-recorded or [4:11] is it like pre-recorded then stapled on [4:13] or are you making them native every [4:14] time? [4:16] It's native but it's the same every time [4:17] almost. [4:18] Yeah. So, you want to swap out what the [4:19] lead magnets are constantly? [4:22] Oh, okay. Got it. [4:23] Right now, because like why would they [4:25] respond? They already got it. [4:27] Yeah. [4:28] Right. So, all right. So, I'm gonna I'm [4:31] gonna write down little nuggets for you. [4:32] So, number one, we're going to go Tik [4:34] Tok Tik Tok uh DMs to IG as CTA. Number [4:39] two, we're going to make more lead [4:42] magnets so that you can alternate [4:45] through them. Number three, uh I think [4:47] more content is a good idea. [4:50] Okay. [4:50] Number four is I think you need to lower [4:54] your time uh your CTA time. So, I would [4:56] probably I would shoot for like 3 [4:58] seconds or less um for your CTA. The [5:00] thing is it'll kill the it'll kill the [5:02] viewthrough rate, [5:03] right? And then that's killing the [5:05] amount of reach you're getting. [5:07] Mhm. [5:07] Yeah. Okay. And you're doing comment [5:09] like book or comment whatever and then [5:11] it DM them the thing. [5:13] No, we actually do a like for free [5:15] static assessment and then we just [5:17] basically say comment for an assessment [5:19] and then we book a call at DMs. [5:21] Yeah. I mean that's also a really heavy [5:22] ask. So it might be worth considering [5:25] like [5:26] a cheat sheet and then a triage [5:28] question. [5:29] Okay. [5:30] Because I mean like that's like the [5:31] heaviest right hook you can do. Um yeah, [5:34] I'll give you guys a little insight also [5:36] to the my live stream bros. Um [5:40] on one hand like when we do ads that are [5:42] like direct to workshop that's like [5:44] quote the heaviest ass like hey come out [5:45] to Vegas right that's pretty you know [5:47] you got to have a hurdle etc now when we [5:49] have a scaling road map which you may [5:50] have seen ads for right the scaling road [5:53] map um has lower immediate uh rorowaz [5:58] but over a 60 or 90 day window has [6:00] superior roz to direct workshop in [6:03] addition to that it also has like 10 [6:05] times the reach because getting somebody [6:06] who's a little bit like somebody who's [6:08] like, "Yep, I want to come to a [6:09] workshop." Like they've already [6:10] consumed. Like this that's almost like [6:12] it's almost like uh warm audience [6:13] retargeting more than it's like an ad [6:15] and a process that like nurtures, you [6:17] know, prospects and then, you know, [6:19] warms them up, provides value, etc. [6:21] And so I think if you want to [6:24] broaden uh kind of like the net that [6:26] you're going through, just make the ask [6:28] that you have a little bit lighter. So, [6:29] I think one you've got your direct like [6:31] if you're doing one a day, I would do [6:33] like maybe two a week of the direct one [6:35] and then do the remainder of them as [6:38] posts that are um like lead magnet [6:41] centered, right? Like seven tips to fix [6:43] this or whatever, right? And you you can [6:45] spin I'm sure you can spin a hundred of [6:46] those things. It's not it's not that [6:48] hard. And then the triage question is [6:49] like, "Hey, are you here for free stuff [6:50] or do you want to solve the problem for [6:52] good?" [6:52] And they're going to say, "I want to [6:53] solve the problem." And you're like, [6:54] "Great." And then you're you're into a [6:55] sales conversation. [6:57] That's great. And then at what point [6:59] would you start retargeting ads? [7:01] The thing is is okay this is this will [7:03] be great for everybody. So again I don't [7:05] know if you can see my thing. Um so if [7:08] you think about [7:10] your audience is this pyramid right? [7:13] The people who are buying from you right [7:15] now are this like tiny tiny little top [7:17] 1% here. And so there are some things [7:21] that there's some actions that could get [7:23] you to to convert just a higher [7:24] percentage of that 1%. Which means that [7:26] like we could make the the well or the [7:28] pyramid larger, which we would do by [7:30] posting more times and making better [7:32] content, right? Or we can keep that [7:35] pyramid the same size, right? And then [7:37] we can move this line of what percentage [7:39] we're converting and make that a little [7:42] bit deeper. When you add a sales team, [7:45] that converts a higher percentage of the [7:46] audience. When you add ads, you're going [7:49] to convert a higher percentage of the [7:51] audience because you're just going to [7:52] have your ads shown to a bigger [7:54] percentage of people. in that sphere, [7:57] right? And so it's almost like reaching [7:59] into forward revenue and pulling it [8:01] forward, which is fine as long as you're [8:02] filling up the bucket, right? So I [8:06] would, right, you get what I'm saying [8:07] with that? So you will absolutely make [8:09] more money if you have a sales team and [8:11] run ads, no question. But then you will [8:12] hit another plateau [8:14] and you will still be limited by the [8:15] growth of your organic unless you create [8:17] a true cold traffic acquisition channel, [8:19] which is a different monster and beyond [8:21] the scope of right now. All right? And [8:23] so my recommendation is um I would want [8:26] you to double your content and if you [8:29] want to keep one of your your CTAs as uh [8:32] because I don't want you to like I don't [8:33] want your business to go down. Uh keep [8:35] one CTA as your direct to uh you know [8:37] book a call and keep the other and make [8:39] the second CTA for the lead magnet and [8:41] just do two a day. [8:42] Sounds good. [8:43] Cool. [8:44] Sounds great. [8:45] All right, rock and roll. Appreciate [8:46] you, John. [8:47] Awesome. Thank you. Yeah, thanks for [8:49] calling her hotline.

===FILE=== 42SOlVhDwWE - 1 SIMPLE mental technique that will SKYROCKET your sales….txt
https://youtu.be/42SOlVhDwWE
1 SIMPLE mental technique that will SKYROCKET your sales…

[0:00] in this video i want to talk about how [0:01] to close a higher percentage of deals [0:02] and how to close more deals overall [0:04] and it's all sent around a single [0:05] concept which is the belief continuum [0:08] all right and so if you think about this [0:10] visual that i have right here so you've [0:11] got your salesman here and you've got [0:12] your prospect here [0:13] right and you see this bubble that i put [0:14] over head the prospect has no bubble [0:16] inside it's completely empty and they [0:17] might have a negative bubble as well [0:19] and then you've got the salesman who's [0:20] got his belief bubble so many people [0:22] like to think like do you believe in [0:24] what you [0:24] are selling right they ask the question [0:26] as though it's a binary answer yes or no [0:28] i believe or i don't believe [0:29] but it would be much more accurate to [0:31] say to what extent do you believe in [0:32] right because belief is not a binary [0:34] question it is a continuum it is [0:36] how much do you believe in what you are [0:38] selling because if you thoroughly 100 [0:40] believe with all of your heart and mind [0:42] that what you are selling is true i [0:43] guarantee you [0:44] that you will sell significantly more [0:46] and so what i want to show you is these [0:48] two equations [0:49] that i wrote down as simple equations [0:50] for how to actually sell [0:52] many people focus i would say a [0:53] disproportionate amount of people focus [0:55] on the skill of selling and there [0:57] absolutely is a skill to sales you have [0:58] to know exactly what to say you have to [1:00] know how to say it [1:01] but you can shortcut that path to [1:03] success [1:04] by having conviction and the way that [1:07] you have conviction [1:08] is by a dramatically understanding [1:11] the needs of your prospects so that when [1:13] you are talking to somebody [1:14] you know exactly what their problem is [1:16] so that if your product [1:18] perfectly matches their problem you can [1:20] have conviction in order to sell it [1:21] most salespeople don't even listen to [1:23] the prospect at all and simply want to [1:26] deliver their pitch [1:26] which inherently means that they can't [1:28] believe in the product that much because [1:29] they're not even thinking about whether [1:31] it solves the problem [1:32] for the prospect because you can't be [1:34] convicted that it's going to solve the [1:35] problem if you don't even know what the [1:36] problem is [1:37] and so they haven't taken any time to [1:38] understand the prospect most sales [1:40] training [1:41] is currently focused on educating [1:44] salesmen around the product [1:45] when it should be most time focused on [1:47] educating the salesmen around the [1:49] prospect [1:50] and their problems not the product [1:53] all right key understanding shift that [1:55] has to happen when you're educating a [1:56] sales team [1:57] and or yourself especially if you're [1:59] entering a market that you are not the [2:00] avatar [2:01] right one of the reasons that many [2:02] successful businesses happen from [2:03] somebody who [2:04] suffered from a pain and then went to go [2:05] solve it for themselves and then ended [2:07] up solving it for [2:08] other people is because they desperately [2:10] and they so [2:11] clearly understand the thoughts needs [2:13] and pains of the prospect [2:15] and they know how the product solves [2:17] those problems the first [2:18] equation here is for increasing closing [2:20] percentage and so if it's you that's [2:22] selling or if it's a sales team that's [2:23] selling [2:24] it's the skill of sales multiplied by [2:27] the extent to which you believe it is [2:29] not yes i believe no i believe [2:31] this number can be a hundred right [2:35] and the thing is is that i believe that [2:37] this number of conviction can grow far [2:38] higher [2:39] than what skill can give you you can be [2:41] a very skilled salesman but let's say [2:43] the skill of sales is one to ten [2:44] right i'll put this on here so who can [2:46] see it let's say your skills tails can [2:48] be one to ten [2:49] i believe that your skill your your [2:50] beliefs around conviction can be one to [2:53] a hundred [2:54] right so even if your skill of sales is [2:56] a two you could have a hundred belief [2:58] and i guarantee you that you will close [3:00] because people can sense whether you [3:02] believe what you are telling them is [3:04] true [3:05] and they believe that what you are [3:07] selling them is going to solve their [3:09] problem [3:10] right and so most people most sales [3:12] teams most sales managers do not focus [3:14] enough [3:14] on this bubble which is conviction which [3:17] is this part of the equation [3:18] right if you think about what sales is [3:20] it's fundamentally a transference of [3:21] belief [3:22] and so how can you how can you transfer [3:24] an empty cup [3:26] how can you transfer a cup that is only [3:28] one third full [3:29] into another empty cup and expect it to [3:30] be over the threshold [3:32] of the amount of belief that's required [3:34] for a prospect to make a purchasing [3:35] decision [3:36] of course not right and so we still try [3:39] and get the person to say a certain [3:40] thing or [3:41] pause in this way or have this tonality [3:42] or this emphasis and that is important [3:44] right and there's definitely a place for [3:46] that you have to have the basis of sales [3:48] in place [3:48] but a much much bigger lever that is [3:51] often and most underutilized or [3:53] unutilized at all [3:54] is the conviction or the extent to which [3:56] the salesman believes in what they are [3:58] selling [3:58] and to what extent it can help solve the [4:01] prospects [4:02] problems all right and so that will [4:04] influence the closing percentage of an [4:06] individual or team [4:07] the second piece is going to be the work [4:09] ethic right so a lot of people have [4:11] probably seen really good closers versus [4:13] really [4:14] bad closers based on their closing [4:16] percentage but also total number of [4:17] deals closed [4:19] personally when you have somebody who [4:20] has really high work ethic [4:22] then they can make up for a lower [4:23] closing percentage by having more [4:25] activity [4:25] so that means that they are following up [4:26] with their pipeline faster they are [4:28] following up more times [4:30] right they are reaching out to people on [4:31] their own in their own time to give [4:32] themselves more opportunities [4:34] and they can compensate for a lower [4:35] closing percentage by simply having more [4:37] at bats [4:38] right and so if you think about the [4:39] expert salesman as having these two [4:41] things together which is [4:42] you want to have a high closing [4:43] percentage and you want to have lots of [4:45] units sold [4:46] all right and so there's three variables [4:48] here you've got skill you've got [4:49] conviction and you've got work ethic [4:50] but conviction counts twice because if [4:53] you believe that what you are selling is [4:54] genuinely going to help people you will [4:56] follow up faster you will fall [4:58] more religiously you will follow up as [5:00] though you were trying to help someone [5:02] and so let me let me ask you this [5:04] question as a is a good mental thought [5:05] process [5:06] if you could go back in time let's say [5:08] you could go back in time five years and [5:10] you could talk to yourself [5:11] and say hey i want you to put a hundred [5:13] percent of the money that we have [5:15] right now mind you you couldn't tell the [5:16] person that is you your past self that [5:18] you are [5:19] you in the future right so you you can't [5:20] say anything like that but in this [5:22] thought experiment [5:23] and you went back in time and you said [5:25] hey we've got this money in the bank [5:26] account i want you to put 100 of money [5:28] into this thing called bitcoin or hey i [5:30] want you to put 100 money into something [5:31] called amazon i want you put [5:32] all that money into tesla or whatever [5:34] right something that blew up over the [5:35] last five years [5:36] all right if you were to tell yourself [5:38] that let's say [5:40] you were talking to you and you were [5:42] like um [5:43] i'm good thanks right how many times [5:47] would you follow up with yourself to get [5:50] yourself [5:51] to do that thing or do that action or [5:53] make that investment [5:54] a lot and it's because you truly believe [5:57] that it would solve your prospects [5:59] problem and you have pure conviction [6:01] that what you are selling them [6:03] the investment the opportunity that [6:04] whatever it is is 100 [6:06] going to work think about how you would [6:09] approach that [6:09] how many times would you follow up how [6:12] how convicted would you be when you [6:13] spoke [6:14] would you even be focused on the skill [6:15] of selling or would you be focusing on [6:17] how true what you say [6:18] is and if you can make that perspective [6:21] shift and if you're a sales manager and [6:22] you're trying to manage a sales team [6:24] i would implore you to focus way more of [6:26] your time around the thing that counts [6:27] twice in the equation [6:29] of selling and creating great sales [6:31] people which is the belief to which the [6:33] extent [6:33] the extent to which they believe what [6:35] they are selling and to whom they are [6:37] selling [6:37] then boring with the with the uh the [6:40] monotony of the skill which [6:41] which don't get me wrong it is very [6:43] important to sell there's lots of videos [6:44] that you've probably heard where i talk [6:45] about the skill of sales [6:46] but i think when you when you rate this [6:48] and you were in [6:49] a forced multiplication standpoint i [6:51] don't think that they are equated i [6:52] don't think they are equivalent [6:54] right and the the proof that i have in [6:56] this is that if you look at every single [6:57] religious [6:58] you know movement you are selling [6:59] something very hard to sell which is a [7:01] completely new frame of view around the [7:02] world [7:03] the people who believe this many times [7:05] they don't train them in the skill of [7:07] selling [7:08] they just get them to believe [7:09] wholeheartedly in what they are selling [7:12] right and so if your salesman and your [7:14] sales team are not drinking the kool-aid [7:16] quite literally of the products that you [7:17] sell or the services that you sell [7:19] then that is your problem not whether or [7:21] not they are clarifying the problem the [7:22] beginning now they should because they [7:24] should be listing and they should [7:25] believe they want to should make sure [7:26] that the [7:26] the prospect is is going to be best [7:28] served by this right [7:29] but big picture if you fix this [7:32] everything else will happen [7:33] and i'll tell you this is the one last [7:34] story around this if you believed [7:36] wholeheartedly in the the solution that [7:39] you are selling [7:41] would you not then spend lots of time [7:45] honing your skill probably because you [7:48] would want to help more people because [7:49] you believe [7:50] in the thing that you were selling them [7:51] right you would you not if you believe [7:53] in this thing wholeheartedly [7:55] follow up with as many people as [7:56] possible be quick to respond because you [7:57] know how much it's going to change their [7:58] life [7:59] probably and so i think that just like [8:01] simon sinek says start with why [8:03] i believe that the skill of sales is [8:05] fundamentally a transference of belief [8:08] and we do need to start with why for [8:10] salespeople because it is not [8:12] a question of whether or not they [8:13] believe it is an ext it is the question [8:15] of [8:15] to what extent do they believe and if [8:16] you can get that to 100 you will never [8:18] have problems selling ever again [8:20] so hope you found this valuable click [8:21] subscribe lots of love and i'll see in

===FILE=== 4HngOoPzbhY - Can You Teach a 50-Year-Old New Behavior.txt
https://youtu.be/4HngOoPzbhY
Can You Teach a 50-Year-Old New Behavior?

[0:00] You have a very controversial view that [0:01] I haven't been able to square. [0:03] Okay. [0:03] And the idea that you could teach [0:05] somebody culture and teach somebody [0:07] personality, personality traits versus [0:10] skills versus hard skills. [0:11] Uhhuh. [0:12] Have you ever seen that executed outside [0:14] of acquisition.com? And how do you teach [0:16] a 50-year-old how to change their [0:19] behavior? [0:19] Oh, so okay, a couple couple things here [0:22] just for defining terms. So hard skills, [0:24] soft skills, I see those the exact same [0:27] thing. They are just words that people [0:29] use, but they are fundamentally changes [0:31] in behavior. So, across the board, thing [0:32] number one. Um, and how do you change a [0:36] 50-year-old's behavior? It will take [0:38] longer. They're less plastic. Um, but [0:41] nonetheless, they're still still [0:43] teachable. Um, on a long enough time [0:46] because the thing is some people So, [0:48] everyone is teachable. The question is, [0:49] is it worth it? And that no that's that [0:52] that's actually the real that's the [0:53] organizational question is like buyer [0:55] build is an ROI decision right like [0:57] should I buy this and what's the [0:58] likelihood of success and and and [0:59] somebody coming in uh or immer you know [1:02] immersion into the business uh versus me [1:04] you know building this capacity [1:05] internally how much is it going to cost [1:06] in both time and money right um and a [1:09] lot of that's going to come down to your [1:10] efficacy at transferring skills at [1:11] teaching somebody else how to do [1:12] something and so um what what part so [1:16] what part was controversial I'm like I'm [1:18] so [1:18] the controversial part is is you don't [1:22] work so at acquisition.com you recruit [1:24] for people that want to develop [1:25] themselves. So you have a very special [1:27] culture. [1:28] But for the average business, if [1:29] somebody if CFO comes to me and I want [1:32] to put them in a public company [1:33] and I start telling them like you should [1:35] smile more, you should wave more, that's [1:37] going to be a very difficult [1:38] conversation. [1:39] Yeah. [1:39] Is that practical or am I missing [1:42] something? And how do you go about [1:43] changing somebody's what I would call [1:46] soft skills, which you would call just [1:47] another type, [1:48] just a bucket of term bucket of Yeah. [1:50] It's like here's 28 small, you know, [1:52] things that you can do differently that [1:53] will increase the likelihood of people [1:55] will like you. Um, so I think it would [1:58] be awkward if I demanded every single [2:00] person does this. I don't demand that [2:02] everybody smiles. If if somebody has a [2:05] problem where people are not listening [2:07] to them and I think that they do have [2:09] the base skill set, but they're have [2:10] like they're having difficulty with [2:11] influencing their co-workers, then I [2:13] would probably say, "Okay, well, let me [2:15] give you a remedial course on influence, [2:17] which is here's six things that you're [2:19] currently doing that decrease the likely [2:21] they listen to you. So, if we reverse [2:23] these six things, we'll increase the [2:24] likelihood that that the the desired [2:25] outcome happens." Like, and the the the [2:28] the most difficult part about this is [2:30] actually the observation. [2:33] Um it's [2:35] people will use a bucketed term to [2:38] describe somebody else, right? They'll [2:39] say this guy has a lot of charisma, but [2:41] if you ask them why does he have a lot [2:43] of charisma, that is where people get in [2:45] trouble because there's so many things [2:46] you notice that you don't put words to [2:47] typically, right? Like we have a lot of [2:48] good pattern recognition, you know, for [2:50] like this guy's a threat. This guy I [2:51] don't know, he just gave me the wrong [2:52] vibes, right? It just really means that [2:54] he did things that remind me of other [2:56] people who have wronged me and I don't [2:58] like and so being more conscious about [3:00] it and this is where like watching game [3:01] footage and things like that um become [3:03] incredibly valuable uh because you can [3:05] say like he blinked a lot and he was you [3:09] know ringing his hands. Now, if somebody [3:12] comes in and a lot of people in the [3:14] office are saying, "I don't know. This [3:15] guy doesn't seem trustworthy." The [3:17] question is, is this guy trustworthy or [3:19] does he behave in ways that remind them [3:20] of other people who are untrustworthy, [3:23] which are two different questions? And [3:24] so, if I just want to teach somebody how [3:26] to act in a way that that decreases the [3:28] likelihood that people call him [3:29] untrustworthy, then I could say, "Hey, [3:30] put your hands in your pockets and do [3:33] this instead." Right? And so, um, [3:38] we always hire for the smallest skilled [3:40] deficiency. And so, the public CFO for [3:43] sure is going to have to have a massive, [3:45] you know, skill set that's going to take [3:47] many, many years to develop, right? [3:51] If I'm picking between two candidates [3:52] and I've got a nice guy who doesn't know [3:54] finance and a guy who's a killer at [3:55] finance and he's not a nice guy, I can [3:57] teach somebody to be amenable not that [3:59] long, right? But teaching somebody [4:00] finance is going to be a much bigger a [4:02] much bigger boost. this guy, the guy [4:04] who's really good at finance that might [4:06] not you rather hire a nice guy that's [4:08] really good at finance, but if he's the [4:10] guy you have, there is a way to change [4:12] him. [4:12] Yes. And then again, all the the thing [4:15] about this is like I think people hear [4:16] this and think, oh, like Alex has a soft [4:18] like let's go train everybody up. No, [4:21] 100% not at all. It's it's an ROI [4:23] decision. Every So I see the the chief [4:25] role of the entrepreneur is allocation [4:27] of resources period. That's what we're [4:28] supposed to do. And I see strategy is [4:30] prioritization of resources. So like how [4:31] are we prioritizing what we got? We have [4:33] limited resources, unlimited stuff and [4:35] be able to make the decisions where we [4:36] get the most bang for the buck. And so [4:38] if we can have somebody who has, you [4:40] know, tremendously, you know, deep [4:42] finite soant, okay, great. Um, is the [4:46] deficiency that he has in the [4:47] interpersonal department something [4:48] that's going to cost us our culture? And [4:50] how little do I need to do to improve uh [4:53] where he's at to make it at least not a [4:55] negative, [4:56] right? And so that's that's the I think [4:57] there's the basic calculus there um that [5:00] happens. Now, if somebody has like a [5:01] massive ego, it's going to be tough [5:03] because they're not going to be [5:05] receptive to anything, which means what [5:06] you see is what you get. And you've got [5:08] to be really happy with that person. [5:09] There's also a difference between [5:10] somebody that's lack self-awareness and [5:12] somebody that knows that they're an [5:13] and is basically doesn't care, [5:16] thinks they're so good that they're not [5:17] going to change. [5:18] Yeah. Some people are like, I am an [5:19] and they have accepted that [5:20] about themselves. And some people had no [5:22] idea that people thought they were an [5:23] and would love to change that. [5:24] And I think that like the crux of that [5:27] is is you know maybe the difference [5:28] between somebody you hire or don't. Real [5:30] quick, if you're a business owner and [5:32] you are not growing as fast as you'd [5:33] like, I'd like to give you a free gift. [5:35] So my team and I put together the $100 [5:38] million scaling roadmap, which is [5:39] basically 200 hours of us looking over [5:41] all the portfolio companies we've had [5:42] and what stages of growth they went [5:45] through and more importantly where they [5:46] got stuck and how they got past it. And [5:48] so we broke it into these 10 stages and [5:50] we made this little kind of quiz thing [5:52] where if you put in your business [5:53] information, it'll tell you where you're [5:54] at and the most important part for you, [5:56] what to do for each of functions of the [5:58] business across product, marketing, [5:59] sales, customer success, recruiting, IT, [6:01] human resources, and finance. And so no [6:03] matter what you're struggling with, [6:05] someone else has already struggled with [6:06] it and solved it. And so I'd like to [6:08] give you this thing absolutely free. [6:09] free. You can go to [6:10] acquisition.com/roadmap, [6:11] plug in your business information, and [6:13] if you want us to actually help you [6:15] deconrain the business and you're trying [6:17] to scale, we'd love to help you out on [6:19] the thank you page. You can just book a [6:20] call with my team and we will look at [6:23] the business, see if we can help, and if [6:24] we can, we'll invite you out to Vegas [6:25] and we'll do this in person live.

===FILE=== 4n4iSAhvF00 - When to Launch a Paid Community After Going Free First.txt
https://youtu.be/4n4iSAhvF00
When to Launch a Paid Community After Going Free First

[0:00] I have 230 members in two days from [0:02] organic. That's awesome. Congrats. Free [0:03] community. Doing my first impl. Awesome. [0:05] I have lots of engagement. Awesome. When [0:06] do I start offering paid community? I [0:08] teach behavioral therapy. Great. ACT [0:10] therapy, ERP therapy, cognitive [0:12] decision. Okay, cool. Uh, thank you for [0:14] Okay, by the way, Star, awesome job. I'm [0:17] I'm sure that you followed elements of [0:18] the playbook that's inside. That's what [0:20] it looks like. Great work. Okay, now I [0:23] will allude to what I said at the [0:24] beginning here, which is that you don't [0:25] want to stop doing the things that [0:26] filled up your free community. All [0:28] right, you want to keep doing those [0:29] things on a regular basis and you need [0:30] to time. You need to schedule your time [0:31] so that you always do that every day. [0:32] Like every morning, first two hours, [0:34] first four hours, you promote that [0:35] thing. That's what you do. After that, [0:37] you can flip the back half of your day, [0:38] which is delivering on the back end. [0:40] That's it. If you're not doing that [0:41] stuff, you're not doing the stuff that's [0:42] going to make you money within the [0:43] context of this business. Okay. In terms [0:46] of the plan, um [0:49] I think uh I would probably do something [0:52] in the neighborhood of like I would [0:53] probably seed it and say, "I'm going to [0:55] be doing something really cool for you [0:56] guys in four to six weeks. It's really [0:59] exciting. In the meantime, here's some [1:01] value." And then like you can sprinkle [1:02] some cool thing. And I would use these [1:04] next four to six weeks to get data. I [1:07] want to talk to people. I want to find [1:08] out what they want. And I want to find [1:10] out what those two to three core things [1:12] are. what's the newsletter and one call [1:15] a week that's the only thing that I have [1:17] to deliver on that people are going to [1:18] be like this is [ __ ] worth it right [1:21] and just figure out what those core [1:24] deliverables are that are very valuable [1:26] that you can put in your paid thing and [1:28] so you build it up for four to six weeks [1:30] inside my um inside this book leads book [1:34] there's a chapter in the affiliate [1:35] section I think it's like 137 I don't [1:37] know why I just feel like I pulled that [1:38] up but I think it's um [1:41] no it's not 137 but it's in here under [1:43] affiliates. It's called the whisper te [1:45] shout and practice the whisper te shout [1:47] method in your weekly webinars. And I [1:50] would say sprinkle one other post per [1:51] week just kind of like leading up to it. [1:53] And you can literally just follow the [1:55] countdown timer that's in this book of [1:56] how you increase the frequency as you [1:58] get closer to it. Open the valve sell [2:00] the paid community and then from that [2:01] point going forward use the four [2:03] conversion method the four the four um [2:05] the four conversion points. So, league [2:07] magnet free group inside you have weekly [2:09] webinar onboarding call for everybody uh [2:12] the module with the CTA and then you can [2:14] obviously just DM and engage people. So [2:16] I think that's the fourth

===FILE=== 50qBolA4Vgw - You Don’t Have to Be an Expert, Just Be a Facilitator.txt
https://youtu.be/50qBolA4Vgw
You Don’t Have to Be an Expert, Just Be a Facilitator

[0:00] I'm working on no code web design tools [0:02] to create website and use core 4 to [0:04] bring leads in the site. Great. I'm [0:06] working on a landing page for a roofing [0:07] company. Okay. I want my group to sell [0:09] this service and I don't want to teach [0:10] in the group. What should I do with my [0:13] group context? Created the group four [0:15] hours back and I'm starting with local [0:16] businesses and also as the per free step [0:21] of the per the free step of the entire [0:23] process. I am from India. Most will just [0:26] take the free step and leave. Okay. [0:29] Well, number one is I would I would [0:32] actually go for a different market. Uh, [0:34] so I would not I would go for local [0:36] businesses that are not local to you, [0:38] but local businesses in general. And I [0:40] would probably look at like UK, US, [0:43] Australia, uh, because they have more [0:45] money. And so, it's literally the same [0:47] work, and they will just pay you 10 [0:48] times more. So, I would say number one, [0:51] sell out of your own zip code. Uh, [0:53] number two, sell out of their wallet, [0:55] not yours. Uh, number three. Um, you're [0:59] working on the land. So, the thing I'm [1:00] trying I'm trying to understand the [1:01] offer here. So, [1:06] you [clears throat] are you getting it, [1:07] Kirby? I'm seeing it's like it's a it's [1:08] a landing page for a roofing company. [1:10] Got that. You want to sell the service [1:12] of building the landing page? [1:14] It seems like he's doing done for you [1:16] inside of a paid community and he [1:18] doesn't want to teach in the paid [1:19] community, so he doesn't know what to do [1:20] with the community. [1:21] Oh, yeah. So, I mean, I think you [1:23] actually just let them do it. So I think [1:26] it's about having um so this is okay so [1:28] a lot of you guys don't know this but [1:30] the term mastermind has been bastardized [1:32] by the internet marketing space but a [1:34] mastermind is in in its original form [1:36] was intended to be a round table which [1:39] is everybody's equal and everyone just [1:40] shares the things that are working well [1:42] for them and so I think what you should [1:44] position yourself as is a facilitator [1:46] rather than a teacher and this goes for [1:48] [ __ ] everyone listening to this like [1:50] if you're not an expert don't pretend to [1:51] be an expert just be a facilitator just [1:54] say hey I 10 great roofers on the call. [1:57] What's working well for you guys? What [1:58] are you guys struggling with? Right? And [2:00] then they're going to say the things [2:00] like, "Oh, you know what? I did one of [2:01] these things and this helped me out." [2:03] "Oh, I did one of these things. This [2:04] helped me out." Great. And you can [2:05] facilitate conversation. They get to [2:07] know each other and that provides value. [2:09] And I think you could do that like once [2:10] every other week and that would probably [2:11] provide value. And then the group is [2:12] there in the meantime for them to [2:13] communicate. That's it. Again, you don't [2:16] need to over complicate this like just [2:18] for everybody. Like you can just have [2:19] like there's a group, we take two calls [2:20] a month and I set up your page and [2:22] stuff. Like that's three three things [2:24] very easy very easy to understand in the [2:26] pitch.

===FILE=== 581kQNbACQw - The Real Math Behind a $27Month Membership.txt
https://youtu.be/581kQNbACQw
The Real Math Behind a $27/Month Membership

[0:00] I can tell you that I'm I teach crafters [0:03] and mostly women 45 plus. [0:05] You teach crafters for themselves. [0:08] Crafters make stickers. [0:11] Stickers. [0:11] Okay. Love it. I love this. This [0:13] [laughter] is great. Okay. [0:15] So, making stickers for themselves or [0:16] for their family or to sell. [0:18] Okay. [0:18] So, my business has made it over seven [0:21] figures last year. Good for you. All low [0:23] tickets. Good for you. Thank you. [0:26] Okay. So, you made a million plus. Okay. [0:28] Yeah. [0:29] Amazing. [0:30] Between $7 and 270. [0:33] Okay. [0:34] And the main continuity I have is the is [0:36] a membership. It's my main $27 a month [0:40] or 270 per year membership. [0:43] Okay. [0:43] I really want to be at 3 million USD per [0:46] year, but my constraint I think is [0:48] 30-day cash. [0:51] So on the main membership funnel that I [0:53] have for ads, I collect about $60 in the [0:56] first 30 days per new member. [0:58] Okay. [0:59] But when I base the numbers on my past [1:01] recent launches, it's probably costing [1:03] me about $90 to acquire them with meta [1:05] ads. So I just feel like [1:07] I can't scale profitably. [1:09] What's on? [1:11] What's LTV? [1:14] So turn is 93% [1:17] and LTV bounces a little bit depending [1:19] on launches, but it's around $300. [1:23] Hold on. So $27 divided by 7%. Right. [1:28] Okay. So 385 is So 385 is true LTV. [1:33] Okay, that's fine. Um and you're So big [1:36] picture, just so we're clear, you're [1:37] spending 90 and you're making 385, [1:41] right? [1:42] Well, 385 is across the entire like my [1:46] all of my members. So, I haven't worked [1:48] out the LTV specifically for the ad [1:50] funnel. [1:52] Okay. Um, [1:55] are you on school? [1:58] This membership is not on school, but I [1:59] do have a smaller membership that is on [2:02] school. [2:02] Okay. Because on school you could it [2:03] does by cohort. So, you can actually see [2:05] cohorts by month. So, you can see when [2:06] you have your launch months and you [2:07] could follow that cohort to see its [2:08] turn. [2:10] Yeah, I need to start tracking this. I [2:12] can do it for myself. I just haven't. [2:13] Yeah, it's a pay. I mean, we spend a [2:15] zillion to to do that on school. [2:16] Anyways, not a school ad. Um, okay. So, [2:20] you're at you're at $60 is what you're [2:21] collecting in cash. It's costing you 90. [2:23] You're not sure on LTV, but you feel [2:25] comfortable saying $300. [2:28] Yeah, [2:28] that's unfair. Okay, got it. Um, and the [2:31] problem is that it takes you two months [2:33] to break even rather than one. [2:38] the way that I've worked it out and I I [2:40] may not have all of my numbers here, but [2:43] that it takes longer than two months. [2:45] Okay. So, [2:45] yeah. Yeah, I trust you. I trust you. [2:47] It feels like because I'm I'm all good [2:49] with with, you know, paying in advance [2:51] and taking a hit on ads to get like to [2:52] recoup for cash, but it feels to me from [2:54] what I've worked out that it's probably [2:56] more like six months. [2:57] Okay, got it. So, when you're making the [2:59] offer and and when you're running the [3:00] ads funnel, is it running to a webinar [3:01] or running to a five-day event? What is [3:03] it running to? [3:05] Yeah, five day. Well, three, four, five [3:06] day events. Let's hit the middle of one [3:08] right now. [3:08] No, you're good. So, it's paid. It's a [3:10] paid event. Yeah. [3:12] Okay. What's the uh what's the offer [3:15] that you sell at the event [3:17] price point? [3:18] The paid event is $10 and then the offer [3:20] is the 27 a month or 270 a year. And [3:24] then I've kind of switched in and out [3:27] different kinds of upsells to try and [3:28] increase the car value. [3:31] Okay. And so, what percentage are taking [3:33] the prepayment versus the 27? [3:36] about 10% take annual. [3:39] Yeah, it's because you're I mean if you [3:40] somebody if somebody has the offer [3:41] between the two and you're giving them [3:42] 16% off, it's not a What bonuses do you [3:45] add to the 270 or is it literally the [3:47] same offer with a discount? [3:48] So, previously, yeah, I've done joining [3:50] bonuses every day of the event, but I I [3:52] haven't restricted it to annual members [3:54] only and I feel that I'm missing a trick [3:56] there and I'm consider because I'm in [3:57] the middle of a launch right now. I [3:58] could implement an annual members bonus [4:01] right now even for existing members to [4:03] upgrade. So otherwise, apart from the [4:06] two months free, they get nothing else [4:08] extra. [4:09] I honestly think you you could you can [4:11] very easily solve this with two steps. [4:13] All right, so here they are. [4:15] Number one is that when you're doing a [4:16] fiveday selling event, you need to sell [4:18] the expensive thing. [4:21] Yeah. [4:22] So your fear is I'm going to I want to [4:24] sell this recurring thing because I [4:25] don't want to lose anybody. But the [4:26] reality is that if you have five days [4:27] with people, you could to a consumer [4:29] audience is what you're selling to. 300 [4:31] to 600 is the impulse purchase window [4:34] for a consumer. [4:38] 300 is the low end. 600 is the high end. [4:40] That's your range. You could probably go [4:41] up a little bit and you'd still probably [4:42] you'll make more money at five or 600. [4:44] I'm just telling you right now. [4:45] Um if you wanted to go crazy. I'm just [4:47] telling you you would. But you need to [4:49] sell the annual upfront. All right. [4:50] That's number one. And what I want you [4:52] to do is come up with one to two big [4:54] bonuses that are going to be annual [4:56] exclusive. Okay. [4:58] Yeah. [5:00] Now, after the event is over, what [5:02] you're going to do is you're going to do [5:03] a scoop up campaign. So, it's five days [5:06] and you're going to retarget everybody [5:07] who saw the ads directly to your $27 [5:10] purchase page. That's 27 per month. And [5:12] you're just going to remove the bonuses. [5:18] Yeah, [5:19] that's it. [5:22] That'll fix your cash. [5:23] I like that plan. [5:24] You want to You can do it. [5:25] Yeah. I like that plan. It's something [5:27] that I haven't focused on enough before. [5:29] Um I have tried increasing the price a [5:32] few times to a bit higher, not even in [5:34] the 300 to 600 [laughter] range. [5:36] Yeah. [5:37] Um but I feel because I haven't offered [5:38] a big enough bonus package that's [5:40] definitely it hasn't helped. So I can [5:43] absolutely do this. [5:45] I love this for you. Now let me give you [5:47] a little a little something else. [5:48] There's probably some sort of what I'll [5:50] call physical product premium that you [5:51] can add to this. So are there any is [5:54] there like a kit? You can't do it for [5:55] this one, but for next one. Is there any [5:57] kind of like physical thing that you can [5:59] give them like the the paper, the [6:02] printer, the you know that kind of [6:03] stuff. [6:05] There are so many things physically that [6:07] I could put together. There are so many [6:10] things. I have no clue about doing this. [6:12] Maybe Vantage is a good place for me to [6:14] ask because it's something that I know [6:17] has worked well otherwise in the [6:18] creative space for friends. So, I'm sure [6:20] that's something I could do. I just [6:21] wouldn't know where to go. [6:22] Yeah. So, I would say this. If if I were [6:24] you, what I would end up doing is I [6:26] would sell them the printer with the [6:28] paper. You can't do it by this time [6:29] because you're like two days away from [6:30] pitching. So, do what I said first. You [6:31] know, add the annual with the bonus. But [6:33] you will dramatically increase your [6:35] conversions if you add a physical [6:37] product that makes the makes this pitch [6:38] tangible. Because the thing is is people [6:40] need people. Have you heard like people [6:42] need a reason but have an excuse? All [6:44] right. The idea is that like these [6:47] ladies, I'm assuming they're ladies 45 [6:48] plus want to they want to buy it, right? [6:52] They have a reason, but they need an [6:53] excuse. The excuse that legitimizes the [6:56] purchase they can go to their husband um [6:57] or their spouse, whatever, is they say, [7:00] "Hey, but I got this thing which I'm [7:02] going to use to generate money or like [7:04] they get something, not just like a [7:05] login." So the a consumer's willingness [7:08] to purchase goes up dramatically if it's [7:09] physical. And so I think you'd actually [7:11] be able to push a $1,000 price point if [7:13] you included the physical thing. [7:16] Yeah. [7:18] My head is swirling now with so many [7:20] different physical things. Yeah, put [7:22] together even if it's only a one thing [7:24] to test first. Like, yeah, I've never [7:26] even considered doing that. [7:28] So, step one, step two, because I don't [7:30] want to overwhelm. Step one, add the [7:32] annual. Make that the only offer [7:33] available. I want to be clear, the only [7:35] offer available is the annual with the [7:36] bonuses. You cart close. After the cart [7:39] closes, then you do a mop-up campaign. [7:41] That's the $27 a month thing, but it [7:43] doesn't have these two key bonuses. [7:46] Okay? So, annual only at the next [7:48] launch. Yes. And then after the launch [7:51] completes, then I offer me monthly as [7:53] well, but with none of the bonuses. [7:55] So basically, you do two car closes. Car [7:56] close one and then you do car close two. [7:59] Yeah. Yeah. [7:59] Okay. [8:00] Yeah. [8:00] And you can like let's say there's three [8:02] bonuses, you remove two, you keep one at [8:03] the 27. So that allows you to car close [8:05] the second one. And then you have your [8:07] normal everyday activities that don't [8:08] include those three bonuses. [8:11] Yeah. [8:12] Cool. [8:12] Okay. And if people ask for monthly, [8:13] because they would, do I do I just say [8:17] no? Well, I would just say like um I I [8:19] would say like we have options for [8:21] monthly, but you're not going to get [8:22] these bonuses that I just spent all this [8:23] time talking about, and they're going to [8:24] be like, [8:25] I like that. That's fun. Yeah, I really [8:26] want to be open and honest. Yeah. [8:28] No, of course. No, do not lie. But you [8:30] can make it less convenient to purchase [8:31] the thing you don't want them to [8:32] purchase. [8:33] If you're a business owner and you're [8:35] not growing as fast as you'd like, I'd [8:37] like to give you a free gift. So my team [8:39] and I put together the $100 million [8:41] scaling roadmap, which is basically 200 [8:43] hours of us looking over all the [8:44] portfolio companies we've had and what [8:46] stages of growth they went through and [8:48] more importantly where they got stuck [8:49] and how they got past it. And so we [8:51] broke it in these 10 stages and we made [8:53] this little kind of quiz thing where if [8:55] you put in your business information, [8:56] it'll tell you where you're at and the [8:58] most important part for you, what to do [8:59] for each of the functions of the [9:00] business across product, marketing, [9:02] sales, customer success, recruiting, IT, [9:04] human resources, and finance. And so no [9:06] matter what you're struggling with, [9:07] someone else has already struggled with [9:09] it and solved it. And so I'd like to [9:11] give you this thing absolutely free. You [9:12] can go to acquisition.com/roadmap, [9:14] plug in your business information, and [9:16] if you want us to actually help you [9:18] deconstrain the business and you're [9:19] trying to scale, we'd love to help you [9:21] out on the thank you page. You can just [9:22] book a call with my team and we will [9:25] look into business, see if we can help. [9:27] And if we can, we'll invite you out to [9:28] Vegas and we'll do this in person live.

===FILE=== 5Kjr3Sq5jYk - I Worked 12-Hour Days for 2 Years and Made $30K.txt
https://youtu.be/5Kjr3Sq5jYk
I Worked 12-Hour Days for 2 Years and Made $30K

[0:00] My name is Matia. Just to give you some [0:02] context, uh my fiance and I are planning [0:05] a baby soon. And if I can't make my [0:08] business work [clears throat] now, I [0:10] definitely won't be able to with less [0:12] time and less sleep. So, uh for two [0:15] years, I've basically worked 12-hour [0:17] days uh doing everything myself uh [0:20] telling my family I'm going to I'm [0:21] building the future, but in truth, I [0:23] have been pretty much stuck in place. [0:27] So I run a marketing agency for realtors [0:29] and home improvement companies in [0:31] Slovenia. [0:32] Okay. [0:32] Uh so Facebook ads content and [0:35] appointment booking. [0:37] I have four clients at total of 3K MR. [0:40] Okay. [0:40] Last year I made 30K [0:43] and my goal is so in the last 12 months [0:45] I made 30K and my goal is 30,000 net [0:48] profit per month. [0:49] Yeah. So let me ask you a couple [0:51] questions here. Um [0:53] Yeah. [0:55] Can you do the exact same thing in the [0:57] US as you do in Slovenia? [1:00] Uh yeah, I guess I could, but uh the [1:03] market there is at least for the [1:05] realtors is probably a bit different [1:09] at least as far as I know. So there [1:10] would definitely be some changes I would [1:12] have to make. I yeah I currently make um [1:17] content educational content for them [1:19] which I um which is the only like fixed [1:21] revenue source I have [1:23] since they pay me a retainer on that. [1:25] And so you help them make content? [1:27] Yeah, I make them content which performs [1:30] really well. [1:31] But uh then I also do lead genen for [1:33] them. So [1:33] So you run ads? [1:35] Yes. Facebook. [1:36] What do you And you charge 3K a month? [1:38] uh no 3K a month is uh like allto [1:42] together for for all the clients. [1:43] So yeah, I'm making um I'm making 15 to [1:46] to 25% on revenue share [1:49] and some on uh Yeah. [1:51] So [1:52] I I want to give you the the best piece [1:55] of advice that I can give you. So right [1:57] now is all of your content in Slovenian [2:00] right now? [2:01] Uh yeah. [2:02] Okay. It's not [2:03] So I I actually I don't make any content [2:05] if that's what you mean. [2:06] Okay. How do you attract customers right [2:09] now? [2:10] Uh, cold calling. I've basically had the [2:12] same clients for the past like six [2:15] months. Uh, yeah. [2:16] Because I like I [clears throat] [2:17] mentally I can't do anymore. [2:19] Yeah. Yeah. Yeah. So, there's a couple [2:21] things right now. So, number one, the [2:24] customers what you're charging versus [2:26] what you're delivering is mismatched. [2:28] You're not charging enough for the [2:30] amount you're doing. That's thing one. [2:33] Thing two is in order to get basically [2:37] appropriately priced, you most likely [2:40] want to go after a bigger market. Now, [2:41] normally I don't say like switch markets [2:42] and things like that, but you're at the [2:44] very beginning. And so it's like what's [2:46] a 100x force multiplier on the skill set [2:48] you have. You already speak English, [2:51] right? So, I'd rather you just like can [2:53] we can we cuz like if you sell into the [2:55] US market like you can sell $1,500 [2:58] $3,000 per client. [3:03] It's just the dollar stronger and [3:04] especially for what you're doing. You're [3:06] doing content and ads which is crazy. [3:08] Most people literally only pick one or [3:10] the other. You're doing both. [3:15] Yeah. So, you suggest they switch to the [3:17] US? [3:18] I think that's what we need to do long [3:20] term. Shortterm, I'd like you to [3:22] increase revenue. So, how do we do that? [3:24] So, you're just doing cold calls. You're [3:27] not making content for yourself, but you [3:28] are making it for your customers, right? [3:31] Yep. [3:32] How much additional effort would it be [3:33] for you? Like, if you're making them [3:34] content, how can you not make your own [3:36] content? [3:37] So, that was actually one of my [3:39] additional questions I wanted to ask if [3:41] I should [3:43] Yes. Not even a question. 100% you [3:45] should be doing that. So, what I would [3:46] do is uh do it in Slovenian and then [3:48] have it translate and then put the [3:50] captions in English. That way, there's [3:51] no accent [3:53] if that's where you're more comfortable. [3:55] And I would make the content about you [3:57] making their content. So, basically, [3:59] think of it like this. If you were to [4:01] teach someone how to do everything that [4:03] you do in your business without them [4:04] paying you, what would you teach them? [4:06] That's what you make your content about. [4:09] Okay, make it in Slovenian and then just [4:12] set captions in English. [4:13] No, just get No, no. Get the get get get [4:15] get get get get get get get get get get [4:15] get get get get get get get get get get [4:15] get get get get get get get get get get [4:15] get get get get get get get get A AI [4:15] voice translation for for for the [4:17] content. Yeah, exactly. Um that way [4:20] would be an issue. [4:21] Yeah, because I want it to be for now [4:22] and later. So it might not even be [4:24] because it's Are you on Instagram? I'm [4:26] guessing that's remaking the content for [4:27] them. [4:28] Uh mostly Facebook. Instagram is not [4:31] doing that well. [4:32] Okay. So I mean the thing is the [4:34] additional effort to do on both [4:35] platforms is almost nothing. You could [4:36] probably charge them for that too as a [4:37] side note. But for you, you can take the [4:39] same thing. Go on Tik Tok, go on [4:41] Facebook, go on Instagram, post it. Um, [4:44] make sure that you have the translations [4:45] in place. I would, um, if you wanted to [4:47] be, cuz like I sometimes the algorithm [4:49] would be weird. You can have a US page [4:50] and a Slovenian page. Again, it's not a [4:52] lot of additional extra work to just [4:53] duplicate the effort. And so, what this [4:55] does is number one, this builds your [4:56] content strategy while building theirs. [4:59] So, we can solve for both today in terms [5:01] of lead genen and then tomorrow in terms [5:02] of the fact that you're going to have US [5:04] customers, which you can charge US [5:05] rates. And so, I honestly just want you [5:07] to take whatever you're charging, add a [5:09] zero to it, and that's your US price. [5:12] Okay? Seriously. Now, in terms of [5:14] tactical, well, that was tactical, but [5:16] the next piece that I want you to do is, [5:19] are you familiar with ManyHat? Is that [5:20] how you have them working leads or [5:21] getting leads? [5:22] Uh, no. I I watch the the educational [5:27] like content you put like two weeks ago. [5:29] I watch that. So, I actually I'm just [5:32] basically implementing it for the [5:33] organic site. So, that's that would be [5:35] just additional source of leads besides [5:38] the the ads. Um, so I'm I'm in the [5:42] process of implementing that. Yeah. [5:44] Okay. [5:47] And [5:49] Okay. So, number one, you make content [5:53] about helping them make content. And so, [5:56] you try to replace yourself by teaching [5:58] the public, the world, every single [6:00] thing you do to build content. Hold [6:03] nothing back. I'm telling you, you want [6:05] to hold nothing back. very specific just [6:08] for for the for these two niches, I [6:09] guess, for for real estate and home [6:11] improvement. [6:12] Yes. You want to show them everything. [6:13] So, the automations, the AI that you [6:15] use, everything that you do to run run [6:16] the business better, I want you to show [6:18] all of it because when people see how [6:20] much work you're doing, they're going to [6:21] be like, "This guy knows what he's doing [6:23] and I don't want to do that work." And [6:24] then they inquire. All right, thing one. [6:26] Thing two, turn on the mini chat [6:28] automation so that when you are posting, [6:31] put a CTA in the first line and the [6:33] video and then new followers [6:35] automatically get a DM where you can [6:36] sort them and say, "Hey, are you here [6:37] for free stuff? Um, or do you uh like to [6:40] grow your, you know, real estate, [6:42] whatever." Um, and then you can start [6:43] working those DMs as leads. Number three [6:46] is that from the leads that come in from [6:48] that US Instagram, uh, change the prices [6:51] to US by adding a zero and offering the [6:53] same thing. That's what I would do. [6:58] Okay. Um, [6:59] and come up with a sexy lead magnet. Do [7:01] you have a lead magnet [7:02] for myself? No. [7:04] Yeah. Yeah. Make one for yourself. [7:06] That's 100 days of content for uh real [7:08] estate. 100 days of content in 100 [7:10] minutes. Oof. [7:12] That sounds great. I like that. 100 days [7:14] of content in 100 minutes. That's your [7:15] CTA. [7:16] Yeah. I b I basically have to completely [7:19] rethink how to actually do content [7:21] because it's probably very different [7:23] from for the US market at least. I [7:25] actually don't think so. [7:28] It's they're sol they're solving the [7:29] same issues. [7:30] The algorithm is still humans. It's what [7:32] humans find interesting. [7:34] Okay. [7:35] Because I'll tell you this [7:36] right now. [7:36] Yeah. Go ahead. [7:38] Yeah. Right now the best content that's [7:39] working is actually about like taxes and [7:42] um like the the laws. [7:44] Yeah. [7:45] So what's actually allowed and how to do [7:47] some particular part of let's say [7:49] selling a house. [7:50] Yeah. [7:50] So those things are different. [7:52] Those will be different by country. I [7:54] agree there. But it's not like it's not [7:55] hard to find out. If you have a concept [7:58] that works, just make the US version of [7:59] the concept. [8:01] Okay? [8:02] And yes, this is a major departure, but [8:04] the benefit of what you're doing right [8:06] now is that if you were super super [8:08] super far along, it's much heavier to [8:10] change. But since you're earlier on in [8:11] the in the course, it might as well [8:13] shoot for the moon and get it right the [8:14] first time. [8:16] Yeah. [8:17] But this still allows you to build for [8:20] today and tomorrow. You're still going [8:21] to make your Slovenian content. We're [8:22] going to duplicate into the US. We're [8:24] going to add the CTAs in terms of the [8:26] 100 to one, 100 content in 100 minutes. [8:28] 100 days of content in 100 minutes. [8:30] We'll have our new followers that we get [8:32] and the people who responded to the lead [8:33] magnet. And when you get a US person, [8:34] add a zero. [8:37] Okay. Uh so with the current clients, I [8:40] just keep them as cash flow [8:43] for now. Yeah. Yeah. I you got to you [8:44] got to pay bills and feed the fam. [8:47] Okay. Um so there's Okay. [8:51] Uh what about for so this is more just [8:53] specific for realtors. What about home [8:55] improvement? So uh there I've actually [8:57] been struggling to do content for them [9:00] because [9:00] well there are two different avatars. [9:01] Which one would you rather serve? [9:02] Yeah. [9:03] Um well I've been serving realtors. [9:07] Yeah. [9:07] More. [9:08] So then just focus on realtors. There's [9:10] more than enough. [9:12] You don't need two avatars. It's two [9:13] different offerings, two different [9:14] customers, two different businesses. [9:16] And just go after the US market. [9:18] Yep. [9:21] Okay. So, [9:22] a big change, but yeah. [9:23] Last point, focus on realtors. [9:25] Just pick. [9:27] Okay. [9:28] Cool. [9:30] Cool. [9:30] Appreciate you. [9:31] Thank you so much. [9:31] No, you bet, man. I know it's going to [9:33] be it's it's uh you're in a hard time, [9:34] but that's a very clear plan. [9:37] Okay. Yeah. [9:38] All right. [9:38] Thank you so much. I've been watching [9:39] you for a long time, so [9:41] I appreciate you, man. Rock and roll. [9:43] And I'm excited to hear how things go in [9:45] six months. Right. If you're a business [9:47] owner and you are not growing as fast as [9:49] you'd like, I'd like to give you a free [9:50] gift. So, my team and I put together the [9:53] $100 million scaling roadmap, which is [9:55] basically 200 hours of us looking over [9:56] all the portfolio companies we've had [9:58] and what stages of growth they went [10:00] through and more importantly where they [10:02] got stuck and how they got past it. And [10:04] so we broke it in these 10 stages and we [10:06] made this little kind of quiz thing [10:07] where if you put in your business [10:08] information, it'll tell you where you're [10:10] at and the most important part for you, [10:12] what to do for each of functions of the [10:13] business across product, marketing, [10:14] sales, customer success, recruiting, IT, [10:16] human resources, and finance. And so no [10:19] matter what you're struggling with, [10:20] someone else has already struggled with [10:22] it and solved it. And so I'd like to [10:24] give you this thing absolutely free. [10:25] free. You can go to [10:25] acquisition.com/roadmap, [10:27] plug in your business information, and [10:28] if you want us to actually help you [10:30] deconrain the business and you're trying [10:32] to scale, we'd love to help you out on [10:34] the thank you page. You can just book a [10:35] call with my team and we will look at [10:38] the business, see if we can help, and if [10:40] we can, we'll invite you out to Vegas [10:41] and we'll do this in person live.

===FILE=== 5Th9mds7e2E - You Have 300 Free Users and You’ve Called 3 of Them.txt
https://youtu.be/5Th9mds7e2E
You Have 300 Free Users and You’ve Called 3 of Them

[0:00] Hey, Alex. Can you hear me? [0:02] I can't hear you. What's up, dude? [0:04] Hey. Yeah. So, this is Sebastian. I sell [0:06] rental relocation services to people who [0:08] want to move to the Netherlands or want [0:10] to move within the Netherlands itself. [0:12] We make zero dollars at this point. Uh [0:15] what is stopping me is that I am getting [0:17] free users uh for a free tool I built to [0:20] kind of host all the listings. [0:21] So, it's a software thing that you [0:23] built. Okay. [0:23] That's it. Yeah. But barely any [0:25] conversions to the paid offer. Um, so if [0:27] I can't be a paying customer, I'll [0:29] basically have to get back to having a [0:31] job in about a year, but I got some [0:32] saved up to to work on this. Okay. [0:34] Um, so really my focus is on how to [0:36] define my avatar so I can specifically [0:38] target higher paying clients. [0:40] Uh, the free service is doing well. I'm [0:42] getting about 330 free users there. So [0:44] like it's growing by itself. It's to [0:48] um just in the last three months by word [0:50] of mouth basically. [0:50] So 100 100 users a month. [0:53] Yes. Yes. [0:53] Is it accelerating? [0:55] Um yeah. So, for example, today I got [0:58] five free users without doing any [0:59] marketing. Yesterday I got like six. Um, [1:02] I've had cases where I get like 80 in a [1:04] day if a group shares it. [1:06] It just like that's more so students and [1:09] young people that feel like they can do [1:10] the tech. My ideal was let me share it [1:13] that way and then some of the users will [1:15] be willing to pay for it. And that [1:16] transition has been hard for me. [1:19] Uh, how many of them have you got on the [1:20] phone with? [1:22] Um, so in total just three. Um, a lot of [1:25] them are just students where like their [1:26] their income is just way too low. Like [1:28] they're looking to rent for 900 bucks uh [1:30] a month. I'm not able to sell them a [1:32] 1,500 euro service or more. Um, for the [1:35] ones that got on the phone, I got one [1:38] person as a someone who will be a client [1:40] essentially. The thing is he's only [1:42] starting to look for an apartment in [1:43] September. So, it's just too long of a [1:45] timeline for me to wait for that to get [1:47] a referral and like get that as a [1:49] result. [1:51] So, I have two considerations. So the [1:53] first one is [1:55] the volume that you have for a free tool [1:57] is actually still pretty low. Um and so [2:03] I would normally say maybe we need to [2:05] constrain down the amount of free stuff [2:07] that you're giving so that the paid tier [2:08] is more attractive, right? So it's like [2:10] if if Spotify had no ads ever, then you [2:13] would just never upgrade, right? If they [2:14] make the ads annoying enough, you make [2:16] the upgrade, right? And so there's [2:17] always a sweet spot with premium. [2:18] Freeman is one of the toughest models [2:19] out there. But if done well, you [2:21] basically have zero cost of acquisition [2:23] and all of your your marketing efforts. [2:25] So just so you can reccharize how you [2:27] think about the business, your marketing [2:28] spend if premium is done well is on [2:31] ascension. So think about all of the [2:34] free users, they should be zero. That [2:36] the cost of that should be zero. And [2:37] then where you deploy capital or effort [2:40] should be on the ascension. And so right [2:42] now, if you've only gotten on the phone [2:43] with three out of 300 users, I see that [2:46] as silly because right now, given the if [2:48] you're getting five a day, if you told [2:49] me I have five sales calls a day, the [2:51] likelihood that you're not going to make [2:52] money is really low. So I would say like [2:55] can can you add in an onboarding [2:56] component that you manually do it? [2:59] Because I think those conversations like [3:00] if you told me 6 months from now uh cuz [3:02] at the rate that you're currently [3:03] growing because it's accelerating, uh [3:05] you probably have another 500 users [3:07] conservatively. If you take 500 calls [3:10] over the next three months, one, you [3:11] will make money. Two, you will learn [3:14] very quickly rather than me telling you [3:16] what your users want from them what what [3:18] they will want more and you might end up [3:20] pivoting the business. I don't know [3:21] because it's obviously super new. Um, [3:24] but that is that is what I would do [3:27] because right now you're super early. [3:28] So, it's like we just need to make [3:29] dollars. You have free lead genen which [3:31] is the hardest part to crack. So, kudos [3:32] to you for doing that. But that's what I [3:34] would focus on. [3:36] Okay. Yeah. Yeah. So, that's one thing [3:38] I, like I said, I have one client that's [3:39] willing to pay in September. The one [3:41] caveat I've had so far is just because I [3:43] can see the uh the type of home they're [3:46] looking for is like 80% of the free [3:48] users that basically have a budget of [3:50] $1,000 or less. And it's being shared [3:52] under students. So, that's where like I [3:54] I I feel like maybe just [3:56] um even if I could get them on the [3:57] phone, like there's still students who [3:59] literally have no money. It would be [4:01] you want to ask them because the thing [4:03] is is you're you're thinking about only [4:04] one let me say it differently. [4:07] the we want to channel demand. We do not [4:11] want to create demand. So demand already [4:13] exists and we want to we it's like think [4:14] about this like these rivers of desire [4:17] and when we market or sell we just want [4:19] to like carve out a tiny little piece of [4:21] that river and direct it towards us. And [4:23] so right now you've got a flow that's [4:24] coming towards you. You've got these [4:25] students that want your thing, right? [4:29] And so there might be a rivullet that [4:30] exists there that's like maybe there is [4:32] an automated thing that's $50 or $100 [4:34] that you can sell them that and there's [4:37] a ton of volume there too. So like there [4:39] might be a play there. But either way [4:41] right now I think you tinkering on the [4:42] computer is not going to be the [4:43] solution. [4:44] Yeah. [4:45] So getting on the phone and also you'll [4:47] find out quickly. [4:50] Are there messaging that they're [4:51] responding to that the people who have [4:52] money aren't? [4:55] Because obviously you're getting all [4:56] these students now. Maybe you got shared [4:57] in these groups and that's fine and we [4:58] don't want to shift the whole you know [4:59] the whole product roadmap because you [5:01] had some early traction with a specific [5:02] demo that wasn't your your your goal but [5:05] we also have the real the financial [5:06] reality of like the like the likely in [5:09] order for this to succeed and increase [5:10] its chances we need to make money and so [5:12] I'm okay with it yeah right with it [5:14] being bootstrapped and you making a [5:15] couple hundred bucks a day uh just from [5:17] having those conversations and what'll [5:18] probably happen too is that when you [5:20] serve a cheaper demographic first you [5:22] end up finding ways to automate almost [5:23] everything which if you can do that you [5:26] might end end up finding out that you [5:27] automating everything for them allows [5:29] you to be a lowc cost leader which then [5:30] allows you to serve a huge base at a [5:32] really affordable price but still have a [5:34] high gross margin. [5:36] Got it. Yeah, that's basically what the [5:37] free tool does is I looked at what are [5:39] that kind of software are currently [5:40] charging for like 40 bucks a month and I [5:42] basically just copied that but for free. [5:44] Now I just have to yeah figure out how [5:45] to get people through that. Um [5:48] just ask them what they're what they're [5:49] struggling with. Like you might find out [5:50] that you actually are lead gen from [5:51] moving services, dude. M [5:54] like the just think the next problem [5:56] like whenever you solve a problem for a [5:58] customer if you do it well it always [6:00] creates another problem if I solve leads [6:01] you'll have sales if I solve sales [6:03] you'll have delivery if you have [6:04] delivery issues you're going to have [6:05] revenue retention expansion issues if [6:06] all of those things are right then [6:08] you're going to have leadership and [6:08] scaling issues if all of that's right [6:10] too like we go back to the beginning [6:12] create more demand right so like there's [6:13] always problems so as long as you're [6:16] doing it well just ask them the next [6:17] thing they're doing like you could sell [6:20] the you could sell the student leads [6:22] probably like there's a version of this [6:24] business that doesn't sell anything, [6:25] just sells the leads themselves. [6:28] Just a bold self. Yeah. [6:29] Yeah. And just sell the leads cuz the [6:31] moving company will happily sell, you [6:33] know, pay you 200 bucks or 300 bucks for [6:35] a warm handoff and then you have no [6:36] work. [6:37] So like there's there's plays here, but [6:40] I think it all is going to start with [6:41] you getting on the phone with these [6:42] customers. [6:43] Okay. So just make like within the [6:45] onboarding flow whenever they give their [6:46] email name basically make one step [6:48] before finalizing just like get on a [6:50] call essentially. [6:51] Yeah. And you're going to have no shows [6:52] to be clear. You're going to But you can [6:54] also like the moment you get it, I would [6:56] outbound call. [6:57] Okay, got it. Sounds good. Okay, [7:01] that's what I would do, man. [7:02] Like I'm working on that. [7:04] You bet, dude. I appreciate you, man. [7:07] All right, see you. Good luck. [7:08] Later, brother. Hey, and real quick, I [7:10] spent 200 hours this year just making [7:12] this one project for you, which is the [7:15] $100 million scaling road map, and I [7:17] broke up the stages of business into 10 [7:20] stages. And you can identify where [7:22] you're at by simply just putting in your [7:23] business information. You go to [7:24] acquisition.com/roadmap [7:26] and it'll spit out this custom report [7:28] that tells you what the constraints are [7:30] at that current level and what you need [7:31] to do to graduate and get to the next [7:33] level. This is our gift to you [7:34] absolutely free. On the thank you page, [7:36] you can book a call with our team and [7:37] we'd love to help you uh figure that out [7:39] and ideally get past

===FILE=== 5rk7GElwf6M - Scaling a $20M Website Agency to $80M in 3 Years.txt
https://youtu.be/5rk7GElwf6M
Scaling a $20M Website Agency to $80M in 3 Years

[0:00] We do uh we're WAS so website as a [0:02] service um based company. So we build [0:05] websites, do digital marketing services, [0:07] that kind of stuff. Uh we cater to small [0:09] medium businesses, small businesses. [0:11] Uh average revenue per customer is 450 [0:14] bucks a month. [0:15] Okay. [0:15] Subscription based company. [0:17] Yeah. [0:17] And uh yeah, we're at 20 million uh [0:20] bucks in revenue. And [0:21] notice example, right price, really [0:24] small, you price it super low and it [0:26] works. Go ahead. and uh we want to get [0:28] to 80 80 million bucks of revenue in [0:31] about 3 years. [0:32] Okay. [0:33] So uh the question we're asking [0:34] ourselves is we're in an industry where [0:36] AI is very disruptive. Um every day that [0:40] goes by, you know, it's constantly [0:41] degrading and decaying our our product. [0:43] Uh and at [snorts] the same time, we [0:45] have kind of this one channel uh risk [0:49] that that we're living with. All of our [0:50] sales, 100% of our growth has been done [0:53] through outbound cold calling. [0:55] Love it. [0:55] Yeah, it's great. Um, but again, cold [0:58] calling is becoming harder and harder [0:59] and the industry is decaying. So, we're [1:01] constantly we're trying to figure out [1:02] the [1:02] industry is decaying. [1:03] Yeah. [1:04] What do you mean by that? Churn is going [1:05] up. [1:06] Churn is slightly ticking up, but um, at [1:10] the end of the day, you know, AI is [1:11] making it easier and easier for our [1:13] customers to be able to build their own [1:15] websites. [1:16] Oh, yeah. I know. With the type of [1:18] customer we deal with, they're not [1:20] usually super sophisticated. So, it we [1:22] do have time. [1:22] Just found out about Chat Jibida. So, [1:25] [laughter] [1:26] Yeah, exactly. So, we have time, but [1:29] some of you guys still facts. So, I [1:30] think you got time. [1:31] Yeah, but this is the question, right? [1:32] So, do we double down on on on marketing [1:35] and create like an inbound channel and [1:37] really invest hard into that or do we do [1:41] um do we try to innovate on the product [1:43] and figure out what else they need and [1:44] like build a revenue engine? Uh, right [1:46] now we're kind of we're doing we're [1:48] trying to do both, but it's obviously [1:49] limiting. [1:50] So, this is this is really really good. [1:52] I love that you asked this. So um I went [1:55] on this long rant the other day about [1:56] this particular topic which is solving [1:58] problems that don't exist. [2:00] Okay. [2:01] So un because like you have a narrative [2:04] you have a story around AI is decaying [2:07] the business but all I hear is that you [2:09] have customers and your job just got way [2:11] easier. [2:13] Explain. [snorts] [2:15] So you know I mean like if you were like [2:17] our churn is escalating by 10% per [2:19] month. I'd be like we have a problem. We [2:21] need to change something. But if it's [2:22] not really showing up in any meaningful [2:24] way in terms of the business itself, I [2:28] think there's plenty of people who will [2:30] just be super lagards on this and are [2:32] not going to be replet vibe coding. They [2:33] never bought your [ __ ] to begin with. [2:35] Yeah. [2:36] Like the person who is super into AI [2:38] right now wasn't hiring WAS anyways. [2:41] They built their own website. [2:42] Before AI made it quite easy, [laughter] [2:44] like because I mean to be fair, website [2:46] building software not that complicated. [2:48] [snorts] No. [2:48] Right. Um, so you said there's two [2:51] paths. So one is, you know, change the [2:53] product around. My opinion, I wouldn't [2:56] that's probably wouldn't be where I'm [2:58] focused unless I had some business [3:00] metric that was way off that that I'm [3:03] not seeing. Um, I would be doubling down [3:05] on the acquisition side. What's your LT? [3:06] What's your number of months average? [3:09] Uh, so it's a 29 months. [3:11] Yeah. Yeah. No, that's the game. It's [3:13] usually uh Yeah, it's 30 to 40. That's [3:15] That's the the highest I've seen uh uh [3:18] was 38 [3:19] for this type of business. So, like [3:20] you're right. You're right in the in the [3:22] sweet spot there. You're a little higher [3:24] priced. I think they were 299. Like, [3:26] yeah, [3:26] it all works out in the same, you know, [3:28] um same thing. [3:29] So, yeah, I think you just double down [3:31] on inbound. So, paid ads. [3:34] Paid ads. Yeah. [3:35] Yeah. And I would just say if you get [3:36] them to prepay for the quarter so you [3:37] can offset CAC. [3:40] Okay. Um on that subject, if you don't [3:42] mind, uh in terms of prepaying for the [3:44] quarter, [snorts] Uh, you know, again, [3:45] our customers are pretty price [3:47] sensitive. There's people that are [3:49] cheaper than us, obviously. Have you [3:50] seen before? Um, my fear is the amount [3:52] of churn that will generate some, you [3:54] know, we we build 90% of our customers [3:56] on credit cards [3:57] and we hold on to 10% that pay us [3:59] through like pad and through checks and [4:01] that kind of [ __ ] It's it's awful. But, [4:03] um, you know, we're going to experience [4:05] churn. If we're like, hey, you need to, [4:06] you know, prepay us up up front. You'd [4:08] still [4:09] We wouldn't turn just close fewer, [4:10] right? [4:11] Um, close fewer absolutely. And I think [4:14] customers that are with us would leave [4:15] us. [4:16] Why would the people who are with you [4:17] leave you for how you treat new [4:18] customers? [4:20] Sorry. [4:22] People that are with us would leave us. [4:23] I don't think you change your billing [4:25] process for existing customers. [4:26] I'm saying if you're doubling down on [4:28] inbound, what will go up is CAC because [4:30] you'll have media spend in addition to [4:31] the sales commission. [4:33] And so to offset that from a cash or how [4:35] cash flow positive are you right now? [4:37] Uh so we did 3.6 in IBIDA last year [4:40] generated. [4:41] Interesting. Yeah, [4:43] that's lowish. [4:44] It's lowish. Yeah. [4:44] Yeah. I'm curious. [4:45] We're heavy on people. [4:46] We're heavy on people, [4:48] dude. AI. [4:49] I know. [4:50] I know. [laughter] [4:51] Big thing. [4:52] I know. [4:53] It's like you're worried about them [4:54] doing it. You're not even doing it. [4:56] Correct. [laughter] [4:59] Yeah. [4:59] So, like um Okay, so this is what I [5:02] would actually do. I would probably [5:03] spend the next 6 months reorganizing the [5:06] workflow. probably reduce headcount by [5:08] 50%. Using AI workflows in order to [5:11] actually do the same thing, increase the [5:13] margin from 3.6 to like seven um or more [5:17] with the added cash flow. You wouldn't [5:19] have to change the price on the front [5:21] end. You'd be willing to go negative for [5:23] a quarter in the acquisition knowing [5:24] you're going to get 29 on the back. [5:27] That's how I'd actually fix it. [5:30] Okay, makes sense. [5:31] Chill, right? [5:32] Cool. [5:33] Yeah. Easy. If you're a business owner [5:35] and you are not growing as fast as you'd [5:37] like, I'd like to give you a free gift. [5:39] So, my team and I put together the $100 [5:41] million scaling road map, which is [5:43] basically 200 hours of us looking over [5:44] all the portfolio companies we've had [5:46] and what stages of growth they went [5:48] through and more importantly where they [5:50] got stuck and how they got past it. And [5:52] so we broke it into these 10 stages and [5:54] we made this little kind of quiz thing [5:55] where if you put in your business [5:56] information, it'll tell you where you're [5:58] at and the most important part for you, [6:00] what to do for each of functions of the [6:01] business across product, marketing, [6:02] sales, customer success, recruiting, IT, [6:04] human resources, and finance. And so no [6:07] matter what you're struggling with, [6:08] someone else has already struggled with [6:10] it and solved it. And so I'd like to [6:12] give you this thing absolutely free. You [6:13] can go to acquisition.com/roadmap, [6:15] plug in your business information, and [6:16] if you want us to actually help you [6:18] deconstrain the business and you're [6:20] trying to scale, we'd love to help you [6:22] out on the thank you page. You can just [6:23] book a call with my team and we will [6:26] look at the business, see if we can [6:27] help, and if we can, we'll invite you [6:28] out to Vegas and we'll do this in person [6:30] live.

===FILE=== 60_7PU9JDIw - My $100M Leads Affiliate Marketing Guide.txt
https://youtu.be/60_7PU9JDIw
My $100M Leads Affiliate Marketing Guide

[0:00] I got 10,000 people to promote my next [0:02] book, $100 million leads, absolutely [0:04] free. And to give you a visual of that, [0:06] that's like an entire stadium full of [0:08] people promoting your thing. And now [0:10] imagine those people leaving that [0:11] stadium and then entering their own [0:12] individual stadiums and shouting, being [0:14] like, go check this thing out. And the [0:15] best part is it's absolutely free. I was [0:17] thinking to myself like, what would be [0:18] the craziest way that I could launch [0:19] this book to make a big fanfare about [0:21] it? Because my first book, $100 million [0:22] offers, was all about making a crazy [0:24] offer to people, as in making an offer [0:26] so good people feel stupid saying no. [0:27] And I tried to make the book a meta [0:29] example of the concept within the book. [0:31] I talk about having elements to enhance [0:33] the offer, having a big price to value [0:34] discrepancy. And so I offer the book for [0:36] 99 cents, but included a course, which [0:38] most people would charge thousands of [0:39] dollars for absolutely free without even [0:41] asking people to opt in for it. All of [0:42] this was just to demonstrate the value [0:44] equation, which was the core concept of [0:46] that book. Now, my $100 million leads [0:47] book is a different book. It's about [0:49] advertising in order to get leads. And [0:50] so I was like, "Okay, well, if I wanted [0:52] to demonstrate all the concepts in that [0:54] book, I'd have to do something totally [0:55] different than how I did with offers." [0:57] And so with this, I was like, "Well, how [0:58] do I show that I can get lots of leads [1:01] with a book?" And so I was like, I'm [1:02] going to hold a big book event. So I'm [1:04] going to hold a book launch event. It's [1:06] be virtual and it's going to be free and [1:07] everyone's invited. And I'm going to see [1:09] how many people I can get to this thing. [1:11] And I'm not going to do it the way I [1:13] could do it, which would just be like I [1:14] could post on my social media. I [1:15] probably get plenty of people to go. I [1:16] wanted to use every single one of the [1:18] methods I talk about in the book to [1:20] promote the book itself. And one of [1:22] those methods is called affiliate [1:24] marketing. And so the way that I [1:25] actually did this in the real world was [1:26] that we created an affiliate optin, [1:28] which is just put your name, your email, [1:30] your phone number, and then what we [1:31] would give them is a unique URL. So a [1:33] custom link that if someone clicked [1:35] their link, it would take them to the [1:36] leads opt-in page for the event, but it [1:38] would be tracked back to them. And then [1:40] the top 10 affiliates, I said I would [1:42] hop on a live Q&A call with their [1:44] audience if they won. and they were in [1:46] the top 10. Anyone who got at least 10 [1:48] people to show up to the event, I would [1:50] give two bonus chapters for my book that [1:52] I'm not going to release with the book [1:53] as an added benefit. And if you think [1:55] about this, it's because I want to [1:57] incentivize the highest affiliates to [1:59] promote the most and be competitive, but [2:00] I don't want somebody who has like a 100 [2:02] person email list to think, oh, I'm [2:04] never going to win that. Why bother? [2:06] Well, there's also a prize that everyone [2:07] can win. There's scarcity at the top, [2:09] but then just a tiny hurdle for [2:11] everyone, which is actually one of the [2:12] strategies I talk about when creating an [2:14] affiliate compensation system, because [2:15] it actually works the same way. Whether [2:16] you're promoting an event or supplements [2:18] or widgets or services, it all works the [2:20] same way. So, inside this video, I'm [2:22] going to talk about who to pick to [2:23] affiliate with, how to onboard them [2:25] properly, and set expectations, how to [2:27] get them to start advertising, and how [2:29] to keep them advertising along the way, [2:31] and a little bonus of how to structure [2:32] that offer. All right. So, the first [2:33] thing that you have to figure out when [2:35] you're creating an affiliate strategy or [2:36] an influencer strategy is who is the [2:38] ideal affiliate. One of the more [2:39] advanced advertising strategies is that [2:41] you actually have two customers. Now, [2:43] you have your affiliate avatar and then [2:45] you have your customer avatar. So, now [2:47] it means that you have to deliver to two [2:48] types of people rather than one. And [2:50] that's where it gets more complicated if [2:51] you're starting out. That being said, [2:52] there's different ways of doing this in [2:53] different industries. For example, if [2:55] I'm a brick-and-mortar business, my [2:56] affiliate strategy is, let's say I'm a a [2:58] massage person, I could then go and say, [3:00] "Okay, what are all the big businesses [3:02] in the area?" and say, "Okay, these guys [3:03] hire 10 new employees a week. It's a big [3:05] corporation." I say, "Hey, Mr. [3:06] Corporation, I want to give each of your [3:08] new employees two free massages on the [3:10] house. Here's a coupon. You can give it [3:11] to them in their new employee packet." [3:13] Why would that business say no to giving [3:15] their employees some sort of treat? And [3:17] for me, I'm happy to just get new [3:18] customers. And if I make that [3:19] partnership now with 10 or 100 [3:22] companies, then I'm going to be able to [3:23] fill up my books. And how much did that [3:24] cost me in advertising? Literally only [3:26] the effort to reach out to them and make [3:27] the ask. All right? And so you have with [3:29] an affiliate strategy two levels of [3:30] offers. What's the offer you're going to [3:32] make them? And then what's the offer [3:33] they're going to make on your behalf to [3:35] their customers, right? And so the two [3:36] free massages is my c is my offer to [3:39] their customer, which in this place is [3:41] an employee, which totally underrated [3:43] strategy because they'll never see you [3:44] as competition. But then also, why am I [3:46] going to make this offer to the [3:47] employer? The offer to them is your [3:49] employees will like you more and have a [3:50] better onboarding experience and be [3:51] distressed by having this thing and [3:53] you'll be perceived as a more caring [3:54] employer. That's the offer. I don't need [3:56] to like incentivize them and pay them or [3:58] do anything like that because it's in [3:59] their best interest. To the same degree, [4:00] if I'm still that massage therapist, I [4:02] might go to a chiropractor and say, [4:03] "Hey, some of your people get their [4:04] backs cracked and they probably need [4:05] someone to massage." Anybody who gets [4:06] their back cracked with you, I'll give [4:08] them a massage on the house. And then [4:09] all of a sudden, that chiropractor who [4:11] gets 50 new patients a month, we'll send [4:12] you a certain percentage of those [4:13] patients. Now, you could also even pay [4:15] them on top of that to further [4:16] incentivize them. But typically, if you [4:18] do a really good job and you establish a [4:20] relationship, they'll start doing that. [4:21] And if you're really smart about it, [4:22] you'll start referring them business, [4:23] too. And then that is where you really [4:25] start the machine going. That's a [4:26] brick-and-mortar example. An influencer [4:28] example is probably what most people are [4:30] used to, which is like, "Hey, use my [4:32] discount code for 10% off." And then the [4:34] influencer gets some kickback. Now, [4:36] sometimes that's just a straight [4:37] endorsement. You pay them to post, which [4:38] is much more like paid advertising, or [4:40] you do some sort of split based on what [4:42] they bring you, which is much closer to [4:43] affiliate advertising, which is what I'm [4:45] talking about. A third version of this [4:46] is the main way that I use to market [4:48] this book, which is affiliate marketing, [4:50] which is much more common in the [4:52] internet marketing world. This covers a [4:54] huge amount of people who have lists and [4:56] audiences that they have trust with. [4:58] What you have to do is say, "Hey, you [5:00] will gain trust with your audience." The [5:02] trade is that sometimes they do lose [5:03] trust with their audience, which is why [5:05] people pay to get affiliates. [5:07] Ultimately, your brand matters a lot [5:09] with why they would trust their [5:11] customers and their goodwill with you. [5:14] And so the reason in my opinion that the [5:16] book launch, which is not here, but [5:17] pretend I have my book right here, has [5:18] gone well using the strategy is that [5:21] many people in my audience trust that [5:23] I'm going to overd deliver, which I [5:24] absolutely am, to their audience. And so [5:26] their audience will then associate the [5:28] value they get from me with them. And so [5:30] it's almost like them getting free [5:31] goodwill by promoting my stuff, right? [5:34] And that's what you want. The crazy part [5:35] about the affiliate strategy that I'm [5:36] going to outline for you is that I [5:37] actually have zero financial incentive, [5:39] which is not common. Most of the time if [5:41] you go to a social media, you know, you [5:42] get some influencer and you're like, [5:43] "Hey, will you promote my supplement [5:45] brand?" They're like, "Well, what's my [5:47] split?" Right? Because they're like, [5:48] "I'm going to be taking some goodwill [5:49] out of my audience, so I need to be [5:50] compensated for that." But if you have [5:52] such goodwill, you might do it for free [5:54] if you actually thought that it was [5:55] good. I mean, think about when a friend [5:57] of yours is like, "Hey, what pair of [5:58] shoes are those?" You're like, "Oh, I [5:59] love these shoes, or I love this bag," [6:01] or whatever it is. You're being an [6:02] affiliate just in a micro with your [6:04] micro influence to that business. And [6:05] you do it because you feel like you will [6:07] actually gain in relational capital [6:09] because that person will go buy the [6:10] shoes, use the shoes, love the shoes, [6:12] tell you about it, associate with you. [6:13] That's why you do it. The affiliate [6:14] strategy that I outlined for my process [6:16] was simple. I have two layers of [6:18] affiliates. And I think this is useful [6:19] for anyone when you're thinking about [6:20] your products or your business is that [6:22] I've got my super affiliate level and [6:24] then I've got regular affiliates. The [6:25] key difference is that I like to have [6:27] two polar opposite strategies. The [6:28] people who are super affiliates have big [6:30] audiences and they tend to be [6:31] competitive, more status driven, etc. [6:33] And so I want to align what they want, [6:35] which is status, with what I want, which [6:37] is people. What I decided to do was say, [6:39] "Hey," and this is going to be pretty [6:41] key, and I haven't I haven't explained [6:42] this publicly yet, so you know, enjoy. I [6:44] said the top 10 will get an AMA live [6:47] with me to their audience. Now, here's [6:49] why this is unique and different. One, I [6:52] have a very small supply of time, like I [6:54] don't speak in public very much. I think [6:56] in the last year of companies that I [6:58] don't own, I've done one speech. I try [7:01] and limit my supply of time that I'm [7:03] available to other people's audiences. [7:05] Imagine you're now in the audience of [7:06] this super affiliate and he says, "Hey, [7:08] register for this book event." Now, if [7:09] I'm the customer or I'm that person's [7:11] audience, I think, what's in it for me? [7:13] Why don't I just go to Alex's thing [7:14] rather than clicking your link? Or why [7:16] do I click your link for someone else's? [7:17] Well, here's why. This benefits them. [7:20] So, if I'm the affiliate, I say, "Hey, [7:22] click my link so that our community can [7:24] have the prize rather than me saying, [7:26] "Hey, the top 10 affiliates get [7:28] supercars." Right? Because why does that [7:29] benefit their audience? Because if I did [7:31] if I did it exactly that, hey, let me [7:32] help me win my contest, that is [7:34] withdrawing from their audience. But if [7:36] I do it this way, then I can say, "Hey, [7:37] I actually want to support you in your [7:38] audience." And that way when you make [7:40] this email to your list, it doesn't cost [7:41] you anything. And so that's why I [7:43] engineered it this way so that this is [7:44] just goodwill they gain and the reason [7:47] why is aligned so that their incentive, [7:49] my incentive, and the audience's [7:50] incentive are all aligned towards the [7:52] same outcome, which is to get the click [7:53] and to sign up for the event. So, [7:54] whenever you're making something for any [7:56] affiliate, you want to align all of the [7:58] incentives to the greatest degree [7:59] possible. Now, when you say, "I'm just [8:00] going to pay them," that aligns your [8:02] incentive and their incentive, but not [8:03] the audience's incentive. And so, the [8:04] more aligned incentives you get, the [8:06] bigger the outcome. Now, the second [8:07] level is regular affiliate. So, if [8:08] you're like, "Okay, well, right now I [8:10] think the top the top people all have [8:11] like a thousand people that they've sent [8:13] over to uh the book launch for us." And [8:16] so, if you have a,000 total followers, [8:18] the likelihood that you're going to send [8:19] all thousand is probably pretty low. And [8:21] so, you might be like, "Well, why even [8:22] bother?" So, you have to answer that [8:24] question, which is why I have the second [8:25] tier. So, why bother even affiliating to [8:27] begin with, why bother even promoting [8:28] this? I said, if you get more than 10 to [8:31] show up to the event, just 10 people, [8:33] and if you have an email list or you [8:34] have any following whatsoever, even if [8:36] you don't have any of those things, you [8:37] just know 10 people who you think it [8:38] would be valuable, you don't have to [8:39] have any marketing skills to get 10 [8:40] people to a thing. And the reason you [8:41] would do it, remember, aligned [8:42] incentives, is that they trust that if I [8:45] say, "Hey, this is going to be worth it. [8:46] I'm going to deliver on that." And the [8:48] reason they might be able or willing to [8:49] make that bet is because if I've said it [8:51] in the past that it would be worth it, [8:52] I've delivered on that. And so to give [8:54] you a bit of context, I've only emailed [8:56] my list, I think, like three or four [8:57] times in the past year. And I've made a [8:59] lot of content. We put out 250 a week, [9:02] 1,000 pieces of content a month. So [9:04] 12,000 a year, right? Roughly in terms [9:06] of pieces of content, and only four [9:07] pieces of content that I say, I think [9:08] you guys should go check this out. It's [9:10] worth the time, right? Not to say I [9:11] don't think the other time is worth it, [9:12] but if I'm going to make the ask, I want [9:14] to make sure that whatever they get is [9:16] far in excess. Because let's say every [9:18] piece of content 80% of people think [9:19] it's good and 20% of people think it's [9:21] mid, whatever. Okay? But if I know that [9:23] 99% of people are going to believe that [9:24] it's going to be amazing, then that's [9:26] one where I have a low risk of saying, [9:28] "Hey, you're going to get more than your [9:29] time by doing this or by watching this." [9:31] And so from the big picture perspective, [9:32] when you're promoting this, you don't [9:34] want to like smash everyone all at once [9:36] the whole time because then people get [9:37] sick of you, right? The best analogy [9:38] I've heard from this is something called [9:39] whisper tea shout. And I heard this [9:41] somewhere at some event and I don't know [9:43] who originally came up with it, but I [9:44] just love this. You got whisper t-shirt. [9:46] And this is really like the three phases [9:48] of promoting anything. So whisper is [9:50] where you drip itty bit like not even [9:53] hints. You're just building [9:54] anticipation. And so this is like the [9:56] Godzilla scene in the movie theaters [9:58] that's just like the foot and it just [9:59] says May 2025, right? And so they don't [10:03] tell you the plot. There's no character [10:04] development. It's just enough to get you [10:07] excited. That's all it is. within the [10:09] context of this book over the last two [10:12] years I've just been sprinkling little [10:14] stories of me like oh another day of [10:15] writing another like just oh got another [10:18] thing I got something good for you like [10:19] and I'm just showing just not a lot not [10:21] saying what's inside of it not talking [10:23] at all about the contents just saying [10:25] I'm writing a book and this some and [10:26] it's going to be good you guys are going [10:28] to love it right and showing the work [10:29] because let me give you a quick example [10:30] on this is that if I said I spent 2 [10:33] years making this 10-minute video how [10:35] likely would it be that you think that [10:37] video was good compared compared to I [10:39] said, "Hey, I spent 2 hours on this [10:41] 10-minute video." You'd probably be way [10:43] more likely to watch the 10-minute video [10:45] that I spent 2 years working on. And so, [10:47] the same thing works with whatever [10:48] projects you want to sell. The further [10:49] out you can show them that you're [10:51] working on this thing, the more they'll [10:52] believe that you have invested in it. [10:53] And I learned this from an early mentor [10:54] of mine. He said, "The key to making it [10:56] a big deal is to make it a big deal." [10:59] And so, like, it doesn't matter what [11:00] you're doing. If you tell people that [11:02] something's a big deal, then they will [11:03] believe that it's a big deal. And so, I [11:05] can't say it more simply than that. And [11:06] so if I show you that I've been working [11:08] on this for 2 years, then when I say [11:10] it's finally ready, people be like, [11:11] "Wow, he's worked a long time on this. I [11:13] want to check it out." So you build [11:14] curiosity here. We transition to the [11:16] tease phase. Let me let me walk you [11:18] through. So phase one is 6 weeks plus [11:21] out. That means like 3 months out, 12 [11:22] months, 2 years out. You're just [11:24] whispering. It's all we're doing here. [11:25] Then we get into teasing. So, this is [11:27] where you you peel back a corner of the [11:30] page and you and you show one page or [11:33] you do a reading of a paragraph or you [11:35] make videos about some of the content, [11:37] right, that's inside the book. Now, you [11:38] don't show the whole thing. You just [11:39] zoom in on a little bit, just a just a [11:41] clip, just a little something something. [11:43] So, they're like, "Ooh, now I have a [11:44] prediction of what type of value I'm [11:46] going to get from this thing." Right? [11:48] Now, you're looking at the trailer, [11:49] right? That's 30 seconds long that has a [11:52] couple dinosaurs running in and out. [11:53] You're like, "Ooh, there's there's [11:55] action in this." like you get a general [11:56] direction of what this movie is going to [11:58] be about. This is 6 weeks to 7 days. [12:01] Then you transition to shout. Shout is [12:03] the last seven days leading up into the [12:04] thing. At this point, you're not [12:06] whispering. You're not teasing. You're [12:08] not hinting. You're like, "This is the [12:10] thing. It's going to be awesome. Be [12:12] there." And most of this is reminders. A [12:14] big part that most people mess up, and [12:16] this is what I see a lot of marketers do [12:17] overall, is they spend six weeks [12:18] shouting, right? People literally get [12:20] bored of your thing before before it [12:22] even happens cuz you've talked about it [12:23] so much, right? So that's number one. [12:24] And you want it to be a you want it to [12:26] feel like this. It's like intermittent [12:27] intermittent more frequent and then you [12:29] crescendo up into whatever the event is, [12:31] right? And you get big lots of money. [12:33] There you go. Right? When we're in the [12:35] shout phase, how effective you are at [12:37] the shout is actually predicted by [12:40] everything you did before that. And so [12:42] what happens is most people don't [12:43] provide enough value before they say, [12:45] "Hey, I've got my thing." Right? And so [12:46] what they have to do is they start [12:47] having to artificially create value and [12:49] increase their content frequency in [12:51] order to approximate having provided [12:54] value beforehand. And so they try and [12:55] provide value and ask and provide value [12:57] and ask at the same time. And it just [12:59] looks disjointed because they don't have [13:00] any goodwill that to withdraw from. And [13:02] so then they ask and shout even harder [13:04] and louder until eventually no one [13:05] listens to them. And you don't want [13:06] that. We want to be really careful about [13:08] when we're shouting. It is super [13:09] effective, but then you burn it out [13:11] quickly. And so you want to use it right [13:12] here so it leads to the event. During [13:14] the whisper and tease phase, and this is [13:16] something that uh my brand director and [13:18] I, Caleb, had a long discussion about, [13:20] which is during these time periods, are [13:22] we going to only talk about the book? [13:23] It's like, well, no. What about during [13:24] the cheese phase? Are we only going to [13:25] talk about the book? No. We're going to [13:26] still provide value the exact same way [13:29] we have been, in the exact same volume [13:31] we have been, and then added it on top. [13:33] So, think about that. You're like, [13:34] "Wait, that sounds like more work." Sure [13:35] is. [13:37] My team's behind the camera just [13:39] sweating. [13:40] The idea though is that why would I want [13:42] to decrease the value that I'm providing [13:44] my audience during the time when I want [13:45] to ask them to do something even more. [13:47] It's like no, not only do I want to make [13:49] sure that I'm providing my regular [13:50] value, which is about business content [13:52] in general, growing businesses, scaling, [13:53] sales, marketing, etc., but then I also [13:55] want to talk about the book. And if you [13:57] want to be clever with it whenever [13:58] you're making your advertisements, cuz [14:00] this is an advertisement. If it just [14:01] means making other people know about [14:03] your stuff, that's what I'm doing, [14:04] right? You want to still make sure that [14:05] the advertisement itself is still [14:07] valuable. Like, who here likes going to [14:09] the movie theater and then watching the [14:10] trailers? I love watching the trailers [14:11] before movie. Like, I'm bummed if I [14:13] don't get the first 15 minutes before [14:14] the movie. Why? Because they are [14:15] valuable. They're entertaining. I like [14:17] watching them. And so, there's a reason [14:18] they designed them that way. People [14:20] share trailers. Why? Cuz it's valuable. [14:22] And if you share the trailer, what did [14:23] it do? You got more people to find out [14:25] about it. Which is why well-designed [14:26] advertisements provide value to the [14:28] person and let them know about the [14:30] thing. That's the magic throughout this [14:32] whole process. If you think about value [14:34] as this line, this is constant all the [14:36] way through. it unch it's unchanging. [14:38] All right, so we're providing value the [14:39] whole time and then we sprinkle in [14:41] whisper whisper. Then we start showing [14:42] more details about what they're going to [14:44] find out the value that they're going to [14:45] get and then we remind we remind we [14:47] remind until the event. Meanwhile, still [14:49] posting value, still adding to the [14:51] audience so that each of these hit. [14:53] Because think about this, every day you [14:55] have new people who come into your world [14:57] and they don't have 2 years of goodwill. [14:59] So, I have probably more people coming [15:00] into my world right now because so many [15:02] more people are are promoting my book [15:03] that I actually have to deliver more [15:05] value than I ever have because I have so [15:06] many new people who are now going to [15:08] find out about my stuff. And what a [15:09] shame it would be if they enter my world [15:11] and then the only thing they have is a [15:13] is a smash from me saying, "Go grab [15:16] something. Go check out my virtual [15:17] event." Right? So, I have to be [15:19] delivering in higher amounts because I [15:21] have more people than ever who are [15:22] seeing your stuff. Right? That's the [15:24] idea. And that is the whole concept [15:25] between the three-phase attack of [15:27] whisper tease shout. And for everyone [15:29] who wants to use paid influencers, paid [15:31] affiliates, endorsements, I have tons of [15:33] money examples, costs and returns, how [15:35] to calculate it, how to set what [15:37] percentages for what tiers of [15:38] affiliates, how to set up multiple [15:39] tiers, how much value I put in each one. [15:41] I have all of those in all the best [15:42] practices that I've used inside of here. [15:43] I didn't want to include it in this [15:44] video, not cuz I don't want to share it [15:46] because I think a lot of people would [15:47] get lost in the numbers and you probably [15:48] want to read and reread it again in [15:50] front of you, which is why it's in the [15:51] book. So, if this is interesting and [15:52] you're like, man, I would love to find a [15:53] way that other businesses could [15:55] advertise my stuff on my behalf and do [15:56] it for free or do it only after I've [15:58] made money so there's no risk to me, [16:00] then affiliates are your play. So, let's [16:02] talk about the actual mechanics of this. [16:04] All right, so for me, because I didn't [16:07] have to do payouts, it became [16:08] significantly easier for me to get [16:10] affiliates. All right? Because [16:11] typically, when you have an affiliate, [16:12] there's two ways to do it. You can have [16:14] paid and unpaid. So, paid affiliates, [16:16] you either pay them with money or you [16:18] scratch their back, they scratch your [16:19] back, right? This is the collab. This is [16:21] the I'll promote your thing if you [16:22] promote my thing. Now, for me, I don't [16:24] feel confident that I could promote a [16:25] lot of my affiliate stuff. Just being [16:26] really candid because I don't know if [16:28] they're necessarily at that level yet or [16:29] I wouldn't risk the trust that I have [16:31] built with my audience. Just being very [16:32] candid. But they're not asking me to do [16:34] that. So, that's okay. Now, on the [16:35] unpaid side, they have to get other [16:37] things. And that's where I'm adding [16:38] those extra bonuses in in order to get [16:40] them to want to do it. When you have a [16:42] paid affiliate, you have to get them to [16:43] fill out all these forms, taxes, [16:47] so that you can pay them and they can be [16:49] seen as uh I don't even remember what it [16:51] is. Maybe it's a K1 or a 1099. I don't I [16:53] think it's a 1099. They get a 1099 from [16:55] your company because they'll have sent [16:56] you money and then you have to send them [16:58] money back and there's all these forms [16:59] you have to have them fill out. Now, the [17:01] good thing with this is that if someone [17:02] goes to the trouble of doing this, the [17:03] likelihood that they want to promote is [17:04] significantly higher. So, there are [17:05] benefits to this. If I'm in a B2B [17:07] business all day long, I want to have a [17:08] little bit more friction. I want to [17:10] qualify the affiliates. I want to make [17:11] sure that they're sending the right [17:12] types of people to whatever it is that I [17:14] have, especially if I'm selling [17:15] services. Now, I have a book which is [17:18] delivered without my time. And so, I'm [17:20] willing to forgo some of the friction [17:21] that I would normally put in with a B2B [17:23] business in order to get more scale and [17:25] volume in a BTOC scenario. So, for here, [17:27] the way the opt-in form worked for our [17:29] affiliate uh campaign, if you've if you [17:32] want to check it out, you can go to [17:32] acquisition.com/affiliate. [17:34] And what you'll see is you'll see a [17:36] first name, last name, email, phone, and [17:39] that's it. and you'll see a button when [17:40] they click that the thank you page and [17:42] we did it in two ways. The thank you [17:43] page has their now custom link that they [17:45] can use to promote your thing and they [17:46] get an email because sometimes people [17:48] lose it or they don't screenshot or [17:49] whatever that also has a copy of that. [17:50] This sounds like tiny stuff but [17:52] sometimes like the extra email or [17:53] putting on the thank you page makes a [17:55] 25% difference in the amount of people [17:57] who promote your stuff. And as a side [17:59] benefit here, we actually changed the [18:00] banner on top of the submit form and [18:03] increase the amount of affiliates who [18:05] decided to sign up on the optage by 60%. [18:07] All right. And so little things can [18:09] still make huge differences in the [18:10] campaign, which is why I'm sharing these [18:12] tiny details with you. Now, when you [18:13] want the affiliates to sign up, if you [18:15] want volume, you make it easier. If you [18:16] want quality, you make it harder. And [18:18] the pushpull in business is figuring out [18:20] where the sweet spot is for your for [18:22] your products at your price point. I'm [18:24] going really mass market for a book, [18:26] which is considered probably a pretty [18:27] cheap thing. All right. And so I can go [18:29] all the way on this side. And then I'm [18:30] trying to make this as easy as humanly [18:32] possible. So like, how long does it take [18:33] to sign up to be an affiliate of the [18:34] book? 30 seconds. And literally someone [18:36] could go 30 seconds and then make a [18:38] story on social media and immediately [18:40] share it and get leads, right? So I made [18:41] it really low time delay. Remember the [18:43] value equation. We can still apply it to [18:45] every step in this whole process. So the [18:47] value is they become an affiliate. The [18:48] time delay is 30 seconds. The effort and [18:50] sacrifice is they type their stuff in. [18:52] And the perceived likely that it works [18:53] is they click submit. And if it works, [18:54] they're done. Right? So we still apply [18:56] the same four variables to every step in [18:58] this process to get the most amount of [18:59] people to promote your stuff. Now, from [19:01] your promotional as aspects, there are [19:03] two big promotions that you'll be [19:04] running concurrently. Again, remember I [19:06] said there's two types of customers. [19:07] Well, that means that I'm running [19:08] marketing campaigns to the customers who [19:10] I want to show up to the event and I'm [19:12] also now running campaigns to the [19:13] affiliates to remind them to promote the [19:15] event, right? Because once you get the [19:16] affiliate, that's the easy part. The [19:18] hard part is getting them to advertise [19:19] your thing. And so this is where [19:21] reminders, reachouts, like tokens, [19:25] here's Starbucks, just getting them [19:27] engaged, messaging them to remind them [19:30] to keep doing it. Because the thing is [19:31] is if they promote it once, it'll help a [19:33] little bit. But if they promote it [19:34] consistently throughout the whole time, [19:36] they're all in. And the depth that you [19:38] will get with their audience, because [19:39] their audience will see that they are [19:41] bought in, you will carry on some of [19:42] that trust when you make your offer for [19:45] whatever it is. So one of the important [19:47] things is that I have a big list of [19:48] people who going to this event. And so I [19:50] said, "Hey, it would mean the world to [19:51] me if you shared this event with your [19:52] audience." So I sent two emails to that [19:54] big list. And from those two emails, we [19:56] got 9,000 people to say they wanted to [19:58] register. Now, I shared it on my story [20:00] and I shared in other places, but the [20:01] majority of that came from my email list [20:03] who decided to become affiliates and [20:05] promote it to their audiences. Here's a [20:06] mistake that a lot of people make is [20:08] that they will then keep messaging the [20:10] audience that's supposed to show up to [20:12] the event to promote the event and then [20:14] they lose goodwill in that audience. And [20:15] so I opt to do two max three [20:18] advertisements over the entire length of [20:20] whatever your campaign is to let them [20:21] know that the opportunity exists. And [20:24] even within those messages, I assume [20:26] that my customers are going to be the [20:27] vast majority of people are going to [20:28] read this. So be smart about what you're [20:30] saying. Don't be like, "Oh man, we're [20:32] going to sell a shitload of books here." [20:33] Right? Like you can't say that, right? [20:36] Like because your customers are like, [20:37] "That's how he sees me." Right? You [20:39] don't want that. And so the idea is like [20:41] this is going to be an amazing event. [20:42] like you want to continue to edify the [20:43] event and follow the same messaging [20:45] buckets that you would about the main [20:46] thing, but then tie in the why it ties [20:49] to the mission for them to also support [20:50] you and the whole cause overall. And so [20:52] for us, we sent two emails that created [20:54] 9,000. And then once they get onto that [20:56] list, then they've given you permission [20:58] to give them way more information. But [21:00] even then, I tend to just because [21:02] probably my communication style in [21:03] general, I tend to communicate [21:04] thoroughly, but not as frequently. Like [21:07] some people want to email every day. [21:08] That's not my vibe. And so every week [21:10] and we set the expectation up front. you [21:12] will get two emails a week from me from [21:14] now until the day of the thing. And that [21:16] way they can think, okay, there's five [21:17] weeks. I'm going to get 10 emails from [21:18] Done. And then what do I do when I make [21:19] my promises? I keep my promises. And so [21:21] I say, the first email is going to be [21:23] more content that you can then use [21:24] because I'm going to give them stuff in [21:26] real time. Now, what did we do with the [21:27] content? I told you I gave them the [21:28] black book. Was there any more stuff? Of [21:30] course there was. But I didn't give it [21:31] up front because I knew that everybody [21:32] was going to take that stuff because now [21:33] that's their insider intel that shows [21:35] that they have more inside knowledge [21:37] than anyone else does, which is why [21:38] people click their link and also gives [21:39] them stronger brand association. But [21:41] then 3 weeks in, I'm going to give them [21:42] another big packet of stuff that they [21:44] can then use so that I can guarantee [21:46] that their ads don't get stale as they [21:48] promote my thing, just like I would for [21:49] myself. So I would not give them that [21:51] same advantage cuz I want them to [21:52] promote it and I want it to work. Two [21:54] emails a week, one with the content and [21:55] the other with the update of where they [21:57] stand. Cuz a lot of people are like, [21:58] well, where am I? How many do I have? [21:59] And this is the part that a lot of [22:00] people don't get is that you have to [22:02] give them tracking back. Now, the more [22:04] advanced you are as an affiliate [22:05] marketer and people who manage networks [22:07] of affiliates, sometimes you need to [22:08] have back-end tie-ins so they can get [22:10] pixel fires and all sorts of stuff. Now, [22:11] for me, because of the nature of this [22:13] event, I didn't mess with any of that [22:14] cuz I wanted to make it very easy, very [22:15] light lift for all the affiliates. And I [22:16] wanted to be more on goodwill and if [22:18] they're aligned with the cause more than [22:19] because they're trying to get a [22:20] paycheck. The right affiliates are also [22:22] stoked about the thing, right? And this [22:23] is a piece that I think a lot of people [22:24] miss when they do this is they're like, [22:26] if you just try to get people for the [22:27] money, then it means you've hired [22:28] mercenaries. If you get people for the [22:30] cause, you've hired missionaries, right? [22:31] And you want missionaries, not [22:33] mercenaries, because mercenaries will [22:34] just go to the next person who has the [22:35] highest bidder. And then you basically [22:37] have a reverse race to the bottom. You [22:38] have a race to the top in terms of how [22:40] much you're willing to pay them to [22:41] promote your thing, which is not a type [22:43] of business that I want to be in. And so [22:44] I'd rather say, hey, you're not going to [22:45] get anything, but you're going to get [22:46] all this goodwill. And if you're [22:48] associated with that or you want to [22:49] associate with that, then here's a way [22:50] to do it that's fast and easy. And so we [22:52] provide them even more value than the [22:54] people who are on the list in their [22:56] sphere. Like it's not it's more value, [22:58] it's different value that they would [22:59] find interesting. like me explaining how [23:01] I'm doing this affiliate thing is [23:03] valuable for them so that they can use [23:04] it on their own stuff because these are [23:05] all marketers and promoters in their own [23:07] right have their own businesses and so [23:08] for them half the value is seeing what [23:10] I'm doing behind the scenes so that they [23:11] can employ it themselves. I'll bet you a [23:13] third of the list of the 9,000 are just [23:15] want to see what I'm doing and aren't [23:16] even planning to promote it at all and [23:18] that's okay. I'm fine with that. All [23:19] right, but by the way, if you are going [23:20] to promote, go promote. The the TLDDR [23:22] here is provide value to them just like [23:23] you would a customer. Give them stats of [23:25] where they're at. Be consistent with [23:26] whatever promises you make. be upfront [23:28] about the expectations that you have of [23:29] them and what expectations they can have [23:31] of you and then stick to those. And then [23:33] the last week, the last few days, a [23:36] couple extra reminders and then you're [23:37] on. And then after that, you announce [23:39] the winners and you give them the prizes [23:41] that you promised. And when you [23:42] choreograph all that together, you might [23:43] be like, "Man, that's a lot of work." [23:44] Well, yeah, but so is so valuable is [23:46] having 9,000 other people promoting your [23:48] stuff for you. Because if you think [23:49] about it, at the end of the day, there's [23:50] two people who can promote what you [23:52] have. You and other people. And there [23:54] are more of them than there are of you. [23:55] There's a lot of people in the world and [23:57] there's a lot of people who don't know [23:58] who you are. And so if you can find a [23:59] way to make it a win-win win, you unlock [24:02] as much traffic as you want for whatever [24:04] it is you're trying to sell. And so the [24:05] win-win-win, cuz I'm going to say this [24:07] again, I think it's important, is that [24:08] you have to win, the affiliate has to [24:10] win, and most importantly, their [24:12] audience has to win. And if you can if [24:14] you can show them that their audience [24:15] wins by them associating with you, you [24:17] will unlock the doors to as much [24:19] promotion as you want. And the coolest [24:20] part, and I'm saying this again, is that [24:21] this is absolutely free. Anyone can do [24:23] this. And all you do is you lead with [24:25] value. And you have to remember that you [24:26] now have two customers. You have your [24:28] affiliates that you have to make offers [24:29] to and deliver on and market to and [24:31] provide value to. And you have the [24:33] customers, yours and their customers [24:34] that you now have to deliver on. And I [24:36] will tell you this, the standards that [24:37] the affiliates will have for how you [24:39] treat their customers will be even [24:40] higher than how you treat your [24:42] customers. And the main thing is is [24:43] because everybody thinks they treat [24:44] their customers better than they really [24:45] do. And so they expect anyone else to [24:47] treat them with the utmost respect and [24:48] care. Having affiliates forces you to [24:50] raise your own standards for how you how [24:52] good you are at messaging and [24:54] advertising in general, which is one of [24:55] the things I kind of like about it [24:56] because it gives me a little bit more [24:57] pressure to keep overd delivering. And I [25:00] will tell you that there are a couple [25:01] things that I made, a couple tweaks that [25:02] I made to how we're promoting the book [25:04] that I only made after some of my [25:06] closest friends were like, "Dude, I'm [25:07] going to be pushing this to my whole [25:08] audience." And I was like, "I need to [25:09] say this differently. I need to word [25:11] this differently." and these tiny tweaks [25:12] that I think will give huge out huge [25:14] outcomes for us and them, but I wouldn't [25:16] have done if I didn't have that next [25:17] level of pressure. And so that is the [25:20] complete behindthe-scenes affiliate [25:22] guide of how I promoted this book, $100 [25:24] million leads. And maybe by the time you [25:26] see this, we'll be at 10,000. And real [25:28] quick, if you have an audience that's [25:30] big or small, and you've enjoyed the [25:32] content or you enjoyed the last book and [25:33] you think that your audience or your [25:35] friends would enjoy the next book, then [25:37] you can go register and actually promote [25:38] it at acquisition.com/affiliate. [25:40] And there's no financial incentive. And [25:42] you can tell your audience that you have [25:43] no financial incentive for doing it. And [25:44] the idea is that if they click your [25:45] link, you might enter to win. But I [25:48] forgot to say the last little secret, [25:49] which is that if you just get over 10 [25:51] people to the event, I'll give you two [25:52] bonus chapters that I'm not going to [25:54] release in the book just for every [25:55] single person who brings 10 people to [25:56] the event because it means so much to me [25:58] that I didn't put the value in the book [26:00] just to give it to you guys because I [26:02] knew that I wanted this to be special [26:03] and I wanted to demonstrate what I say [26:05] in the book in real life. And now that [26:07] you understand the affiliate strategy [26:08] that I'm using to promote $100 million [26:10] leads, here is the next video for making [26:12] you more dollars.

===FILE=== 6Xp0ox_IbE4 - $250M CEO Explains How to Build A Brand in 2026.txt
https://youtu.be/6Xp0ox_IbE4
$250M CEO Explains How to Build A Brand in 2026

[0:00] What you're lacking is a brand. Like you [0:03] developing more products does not make a [0:05] brand. You developing associations that [0:07] are premium is what makes the brand. And [0:09] so the AI influencers and all that stuff [0:11] that you're going to go do, that's fine. [0:14] But they don't have brands. [0:16] And so you have a lot of people, you're [0:18] basically just getting free clicks. [0:20] That's what this is. But if you want the [0:23] the value of the association, that's [0:25] where there's probably one or two, [0:28] three, maybe big Mexican female [0:32] influencers that you need to recruit, [0:35] give tiny tiny slivers of the company or [0:37] not at all pay them to be the face of [0:39] the company to get the associations in [0:42] place. [0:44] That's what has to happen. [0:45] Okay? So said differently, [0:49] if school were to have just gotten a [0:52] bunch of AI affiliates to go make [0:54] content about school, that does not do [0:56] the same thing for school as me [1:00] investing in school and then talking [1:02] about school because I have trust. The [1:04] AI avatar doesn't. [1:07] And so that that's the problem you're [1:08] trying to solve is you're trying to [1:10] solve a trust issue with more products [1:12] which is just irrelevant. Doesn't it [1:13] doesn't actually translate. Now, the [1:15] product itself has to be exceptional. [1:17] That reinforces the brand. That's good. [1:18] If the product sucks, it doesn't matter [1:19] what happens after that, right? You'll [1:21] get the first purchase and then that's [1:22] it. And you won't get a good person to [1:24] go promote it because they know the [1:24] product sucks. It hurt their brand, [1:26] right? And so, people will then say, [1:27] "Okay, well, there's a zillion lotions [1:29] and potions on the internet. I trust her [1:31] because I've consumed her stuff and I [1:32] know she wouldn't sacrifice her [1:33] reputation just to make a quick buck." [1:35] And that's what reinforces and elevates [1:37] the brand. [1:39] Okay. [1:39] Okay. So, I'm fine with the AI thing. I [1:42] think it's cheap clicks. [1:51] I think that if you want to solve the [1:52] brain thing, you need two to three [1:54] premium associations. [1:59] And here's what's going to get here's [2:00] where it gets really interesting. If you [2:02] get those two to three premium [2:03] associations, guess who else will want [2:05] to promote your [ __ ] The people who are [2:07] not as cool as them, but wish they were [2:08] as cool as them. [2:13] What you're trying to do is capture the [2:14] cool. [2:16] Yeah. [2:17] And you don't get that with AI slot. [2:20] You'll get impressions. People will have [2:21] heard of you, but they will not have [2:23] positive association. They will have [2:25] heard of you. [2:26] It's a it's a reach play, not an [2:28] influence play. You want influence. [2:31] So like the real real the real real is [2:34] that you have an arbitrage business. [2:36] Yes. [2:38] And it's very difficult to turn [2:40] arbitrage business into a strong brand [2:42] because the arbitrage stuff, all the [2:44] huge amounts of content that you're [2:45] pumping out typically are not cool. [2:48] And so cool people don't want to [2:50] associate with it. So they don't. And so [2:52] the harder the harder way to grow this [2:54] into a true brand, which is what you [2:55] want, I think, right, is to build like [2:57] we want to be the number one thing. Like [3:01] name a single skincare brand that is big [3:05] that has grown the way you've grown. [3:09] That's way [3:13] it [3:14] road. [3:15] They have like how many big They have [3:17] like You would know better than me, but [3:18] they Isn't that uh [3:21] Yeah, it's Bieber. Yeah. Oh, yeah. I [3:22] mean, it's the same thing minus Haley [3:24] [ __ ] Bieber. But like [laughter] it's [3:26] her brand. [3:27] Yeah, I know. I know. [3:30] The point is that you probably if you [3:31] were to name a bunch of skincare lines, [3:33] you would literally just go down the [3:34] line and start just be like, "Well, [3:35] there's Kylie Cosmetics, there's Haley [3:38] Bevers, there's you just start naming [3:40] people. There's Fenty, there's like you [3:43] just start naming the people who [3:44] represent the brands. That's what you're [3:47] missing." [3:50] And so what's difficult is I think you [3:53] can actually over I think you I think [3:54] with a couple of premium brand [3:55] associations you can cover it. [3:58] You can't be discount driven. [4:04] I don't think I don't think a product is [4:05] that good. I mean, this is No, this is [4:09] important because like this is actually [4:11] almost the same conversation I was [4:12] having with the edge, but you're just [4:14] selling a product. Right now, you have [4:16] the e-commerce equivalent of an info [4:19] business. [4:20] It's more scalable. There's there's [4:22] numbers. It goes up and down. It's all [4:24] arbitrage. It's just buy clicks for X, [4:27] sell them for Y. make the spread and [4:29] that's it. That's the game you're in. If [4:31] you want to build a brand, you have to [4:33] build it differently. You don't need to [4:34] necessarily do that, though. I'm not I'm [4:36] not telling you that's the the answer, [4:37] but I'm saying if that's what you want [4:38] to build, you have to play it [4:39] differently. [4:41] So, it means you have to get two to [4:42] three premium branded associations. The [4:44] content that you're putting out, it's [4:45] not like, oh, we just want to make as [4:46] much content as possible, you know, [4:47] featuring the product. It's like, are [4:50] the people in the in the in the ads [4:53] representative of the avatar and the [4:56] values that we want this [clears throat] [4:58] company to stand for? [5:01] And so then it starts to reinfor because [5:02] like if you think about like this, if [5:04] you're like, I want to have a 100 [5:06] different avatars for 100 different [5:08] demographics so I can cover every single [5:09] type of person, you just communicate to [5:11] the market that you are for everyone, [5:13] which means you are for no one. Yeah. [5:15] And so no one knows what you stand for, [5:16] which is why you have no brand. And so [5:19] you have to you have to kind of like the [5:21] focus thing, you have to cons with a [5:22] concerted effort saying no to all of [5:25] this. Like we have no men. We're not [5:27] doing men. We're not doing young women. [5:28] We're only doing women that are older. [5:30] And they have these three problems. And [5:32] every single video is going to hit on [5:34] one of these three problems over and [5:35] over and over again. And we're going to [5:37] get the aspirational hero to those [5:38] ladies to say that we're the best. And [5:41] then in order to get that lady to say [5:42] we're the best, we have to be cool. In [5:44] order to be cool, we have to make sure [5:45] the product's good. So, right now you're [5:46] like, "The product's" It's like you own [5:48] the [ __ ] product. Like, you should be [5:49] the biggest [laughter] [5:51] product's amazing, right? Um, but the [5:53] product has to be exceptional. Like, you [5:55] have to be you have to look at the Miss [5:57] Universe and she has to get it and be [5:59] like, "This is amazing." And if it's not [6:01] amazing, she's not going to rep it. And [6:02] if she's not going to rep it, long term, [6:04] there's no brand. [6:08] That's the reality of it. I'm not saying [6:10] you have to do that. If you want to [6:11] build the brand, that's what it takes. [6:13] and it will take longer. And that is why [6:16] brands are valuable. [6:17] Yeah. [6:17] And arbitrage businesses are not [6:19] build. [6:20] Yeah. It's just that there's going to be [6:22] a trade that's going to happen with [6:23] short-term cash. [6:28] I have a friend who has a $300 million a [6:29] year business that does weight loss [6:31] related stuff. No one will touch it with [6:33] a 10 foot pole because there's no brand. [6:35] It's just pure media performance-driven [6:37] marketing the whole way through. [6:39] All they have is just gurus online [6:41] saying that it's a [ __ ] scam and it's [6:42] and it's horshit. That's all that all [6:44] the videos online are just that. There's [6:46] no one saying it's good. But that's all [6:48] it is because they just make so much [6:50] money. But they have no margins because [6:51] the cost of acquisition is super high. [6:53] They're months and no one will buy them [6:55] because the months are like you go 14 [6:57] million, 8 million, 30 million, 22 [6:58] million. Like it's it's all over the [6:59] place because it's all driven by what [7:01] your cost per click is. [7:03] Yeah. [7:05] And so the the the metric that becomes [7:07] your north star has to be revenue [7:09] retention. [7:12] Okay. [7:12] And not subscription arbitrage which is [7:14] different. [7:15] Would you differentiate those? [7:16] Yeah. So like a subscription arbitrage [7:18] is like how do I get someone like if I [7:20] have like a buy one lotion and then it [7:21] says buy three lotions, buy six lotions, [7:23] buy 12 lotions and I have enough like [7:25] you know CRO around it, I can I can get [7:26] the average order to be four lotions or [7:28] whatever. That's not getting people to [7:30] that's getting people to buy more [ __ ] [7:32] not more times. At the end of the day, [7:35] day we can't the thing that makes the [7:37] brand valuable is that that you build a [7:38] distribution base of customers who trust [7:39] you and come back to buy. That is what [7:41] builds the brand. And so to your point [7:43] of like when you build a brand, the [7:46] person who buys it is happy to buy [7:47] because they can launch more more [7:49] products because there's trust in that [7:50] distribution base. So the distribution [7:52] is what the brand builds. My brand is [7:55] meaningless without all the business [7:56] owners who follow my stuff. The [7:58] distribution is the value of the brand. [8:00] So you have no distribution. [8:03] You don't have a huge base of customers [8:05] that are always willing to buy whatever [8:06] you whatever you do next. You have a [8:08] small base of customers. You have a huge [8:10] base of new customers every month. A [8:12] very small base of recurring customers. [8:14] You need that base to grow. And [snorts] [8:16] it's not just recurring because you're [8:17] billing them, but people who trust you [8:18] and are willing to take a shot on your [8:20] next product. Real quick, I'm going to [8:22] show you the exact 10stage road map from [8:24] zero to 100 million plus that less than [8:27] 1% of companies finish. I've now done [8:29] multiple times and so I can say with a [8:31] lot of confidence that these are the [8:32] stages as headcount increases that you [8:34] need to get through and I broke each of [8:36] these down by eight different functions [8:38] of the business what the constraint [8:40] feels like what are the symptoms of it [8:41] when you're going through it and then [8:43] what steps we actually took to graduate [8:44] and we've done this across software [8:46] physical products uh service businesses [8:49] brickandmortar all of this and it works [8:51] and it's my gift to you it's absolutely [8:53] free and so the link's in the [8:54] description but you just go [8:55] acquisition.com/roadmap [8:57] just enter your info and it'll spit [8:58] right back to you. All free. [8:59] I'd rather you just start a new brand [9:01] refresh with a new product. [9:03] You think? [9:03] Yeah. [9:05] You said you already have like a you [9:06] have like people online who you have [9:09] like a lot of hate already. [9:11] What? [9:12] People are like not stoked about the [9:13] product right now, right? It's harder to [9:16] It's harder to do a rebrand. It's harder [9:18] to It's harder to move a brand that like [9:20] there's a reason that some brands at [9:21] some point are just like, "Fuck it. It's [9:22] better to just be brand new. Get two [9:24] people who are badass to associate with [9:26] it. This is awesome." They're like, "Oh, [9:27] wait. they're that old company. It's [9:29] like really? It's like yeah, that's if [9:31] you get that reaction, it's good because [9:32] the old one was bad. [9:37] Okay. [9:39] So, here's the playbook is that you have [9:41] you have to sell through your existing [9:42] inventory, [9:44] right? And let's just call it what it [9:45] is. You're just going to smash and grab, [9:46] make the money that you can. With that [9:49] cash, you're going to fund the legit [9:51] products. [9:53] Part of that is going to go to two to [9:55] three premium influencers. The people [9:57] that are the most recogn literally just [9:58] go for the biggest person you can get [10:00] who will who will agree to to to sponsor [10:02] it. Leverage that person to go get the [10:04] other levels of affiliates underneath of [10:06] them that are not as legit as them, but [10:09] you can leverage their name. [10:11] And then that is the direction that the [10:13] brand needs to go in. And then the all [10:15] the AI affiliates, influencers, whatever [10:17] that you're going to build, you have to [10:20] make sure that they're not representing [10:21] everyone. They have to only represent [10:23] that specific avatar. Otherwise, it'll [10:25] look like AI slop. You're going to [10:26] repeat the same mistake. So, it has to [10:28] be everything has to be on message. [10:30] Everything has to be on brand and it has [10:31] to be aspirational. [10:33] Yeah. [10:34] Like people buy Northface jackets [10:37] because they're like, "Oh, the jacket [10:39] stands up on the peak of Everest. It'll [10:42] probably keep me warm from the car to [10:43] the building." Right? And so people [10:45] discount big aspirational things and [10:47] then say, "Okay, well if the guy jumped, [10:49] you know, give him energy to jump out of [10:50] outer space down to the earth. It'll [10:52] probably, you know, my Red Bull will [10:54] probably like wake me up for my meeting [10:55] in 30 minutes, right? Like the Range [10:58] Rover can can go off-road and and go up [11:00] mountains and all this stuff. It's like [11:01] it can probably get deal with a little [11:03] bit of snow uh here in, you know, [11:05] Vegas." So it's like they'll always [11:07] discount. And so the idea is like we [11:09] have to have these big like why do I do [11:10] a $100 million launch? because somebody [11:13] would think, huh, I don't think I can do [11:14] 100 million, but like he could probably [11:16] help me make an extra million. So, it's [11:18] like I have to go all the way here to [11:20] prove to somebody that they're like, [11:21] "Okay, he can probably help me get to [11:22] here." And so, that's what the brand [11:24] like brand has to be aspirational. Think [11:26] of it as an ideal that no one will ever [11:27] achieve. And then you want people as [11:29] close to that as you can. [11:32] And the people that you're like, "This [11:34] is who we want. These people are cool. [11:36] They capture our essence." Okay, [11:39] that's what that and then you can use [11:40] them to run ads them like whitel list [11:43] them right um as both affiliate side of [11:46] getting more affiliates and then also [11:48] just direct direct to consumer that's [11:51] long-term how the brand gets built [11:53] okay [11:54] and so for me I just became that brand [11:57] but like Leila is there Chiron is 100% [11:59] aligned with how we do business and so [12:01] he's joining so like ACQ is the larger [12:04] brand that over time the association ACQ [12:07] has with me why I wear it in every [12:09] [ __ ] video and I will for years and [12:10] so late later and like that imprint that [12:12] association eventually gets built so [12:14] that ACQ can just run its own ads [12:16] doesn't need me because I've transferred [12:18] that have the best product [12:21] and then go get the coolest person to [12:23] talk about the best product and that is [12:25] how you build the brand to make the [12:27] decision of do I rebrand or not. If when [12:29] you go to have these discussions with [12:31] the premium people they're like I think [12:32] you're a scammer or I don't think this [12:33] is legit then you probably need to just [12:36] rebrand it. If they're there and they'll [12:38] take it and they're like, "Oh, this is a [12:38] really good product." Then you're [12:40] probably fine and then it'll the brand [12:41] will shift. I want you to get to the [12:43] point where you love the products. [12:44] Okay, [12:45] that's what I want you to do. As soon as [12:47] you love the products, then you can [12:48] actually build a business around it. But [12:49] until you have good products, it's all [12:50] it's all [ __ ] anyways. Also, you're [12:52] not emailing at all. So, you should [12:53] email more. Please do that. [12:54] Oh, yeah. Yeah. [12:55] Yeah. What percentage of revenue is [12:57] email? [12:59] I mean, in Shopify and it's Shopify is [13:01] only like 45% of our revenue, [13:04] like 15%. [13:05] Yeah. So it should probably be closer to [13:06] 40 [13:08] email [13:08] 40. [13:11] Yeah. So you need to email more. [13:13] Um and you probably need to have flows [13:15] for each of the kind of like decision [13:16] paths like obviously abandoned cart [13:18] flow. You need two to three emails a [13:20] week that are going out for regular [13:21] value. E-commerce done well is 50%. [13:24] Yeah. [13:24] Yeah. So basically half of your revenue [13:26] comes from email if you do it right. [13:30] Insane. [13:30] Yeah. You're not emailing enough. [13:33] It's free. [13:35] It's free. [13:36] Okay. [13:37] Yeah. So, a lot a lot of the big brands [13:39] will actually just lose money on their [13:41] on their straight store and just all [13:42] literally 100% of their profit is email. [13:45] They just look at what they generate [13:46] from email. That's the profit. [13:48] Okay.

===FILE=== 6p3fDUlEV2A - The Highest ROI Investment an Entrepreneur Can Make.txt
https://youtu.be/6p3fDUlEV2A
The Highest ROI Investment an Entrepreneur Can Make

[0:00] Uh, what mistakes do you think most [0:01] people make when it comes to hiring? [0:04] Oh man. Um, [0:06] or maybe you could say maybe answer it [0:08] differently. I'm hiring for about six or [0:10] seven roles. [0:11] What mistakes you think I I'll I'll [0:12] likely make. [0:13] Well, what's the role or what are some [0:15] of the roles? [0:16] Yeah. So, we could say uh what's like a [0:18] really a salesperson? That's a that's a [0:20] simple one. Um, but I'm hiring other [0:22] roles. So, I'm hiring um chapter leads. [0:24] So, we have 13 chapters that we uh my [0:26] business is based in and we're having [0:27] hiring people to manage each chapter. I [0:30] mean, the easy answer is settling, but [0:32] it's so tough because there's there's [0:34] trades because these things don't exist [0:36] outside of time, you know? It's like I [0:38] have to fill this role and I want to [0:41] find somebody espec if obviously for us [0:44] at the C level because that's what's top [0:45] of mind for me. is like I have to have [0:46] somebody that when I'm on the phone with [0:47] them, I'm thinking I have to have this [0:49] person. And if I don't have that, but [0:52] I'm like, man, I really need this role. [0:54] And so if if I'm thinking from the like [0:56] I really have to fill this role angle, [0:57] it's like usually not the right person. [0:59] If I'm thinking like I don't even care [1:00] if I have a role for this person. I have [1:01] to get them in. It's usually the right [1:03] person. [1:04] Are you willing to pay them more than [1:06] you originally thought was reasonable? [1:08] Yes. 100%. Not even a question. Have you [1:10] ever have you ever been like I got to [1:12] come up with enough money like I hope I [1:13] can get enough sales to afford this [1:15] person but I have to have them. [1:17] I haven't had the second part because [1:18] we're super cash flow positive company [1:20] so like that hasn't been a problem. I [1:21] mean fundamentally as long as I can just [1:23] pencil out the ROI of the role then yeah [1:25] I'll do it. I mean it's just a return on [1:26] capital. [1:27] What's what what's your desired return [1:29] though? [1:30] Amazing. [laughter] [1:31] Oh yeah. [1:32] Well it's like I mean it's I still [1:34] Google Sheets allow you to put amazing [1:36] in equals amazing. Mind you, I think I [1:39] think the highest returns on capital we [1:41] get as entrepreneurs is talent. Like [1:43] full stop. Like what where else do you [1:45] get 10x 20x you know returns 100x [1:48] returns? Uh and and and can do so [1:51] reliably. Like talent is one of those [1:53] places you can do it. I will also say [1:55] that typically the higher up the org, [1:57] the higher the arbitrage. [1:58] Are you fast to fire? [2:00] Uh we continue to get faster. I'll say [2:02] that. I think we get faster. I would say [2:04] that um our firing practices [2:08] do somewhat uh rely on the constraint. [2:11] So like sometimes, you know, Leila says [2:12] this, but like some fires aren't aren't [2:15] kitchen fires. They're like the the the [2:18] trash can in the driveway is on fire. [2:19] It's like it's a problem. Like we'll get [2:21] to it, but it's not the thing that's [2:23] limiting the business. And so if we have [2:26] somebody who's not as good as they [2:27] should be, but they're not in a role [2:28] that's right now like limiting the [2:30] company, it's probably not going to be [2:31] our first priority to to to to take them [2:34] out. But as soon as that becomes the [2:36] constraint, then it like quickly gets [2:38] unearthed and then it gets handled. [2:40] Have you ever uh followed Dave Portoy, [2:42] Barcel? [2:43] Yeah. [2:44] Yeah. Like you know, he's quirky, right? [2:46] He's crazy. [2:47] He uh one of his jokes, but it's not a [2:49] joke. He's like, "I don't fire people." [2:51] He's like, "I just I don't want to fire [2:53] people and if they're a loser, I'll just [2:54] keep paying them and they're going to [2:55] sit in the corner and be a loser, but I [2:57] don't fire anyone." And uh I kind of [3:00] thought that was hilarious. It's funny [3:02] because he's a content company and he [3:03] can make content out of it and get ROI [3:04] out of like just making fun of someone [3:06] who wants to fire, but I was like [3:07] shocked that that would be his take on [3:09] it because he seemed like a pretty [3:10] brutal guy. Not a brutal guy, but he [3:12] seems like uh very blunt and he has no [3:14] problem firing people. And he was like, [3:15] "I do. I suck at it. I don't like the [3:17] confrontation. I don't like people [3:18] feeling bad. It's I just don't do it. [3:20] I'd rather lose money. And uh when I [3:22] asked you about firing, I thought that [3:24] you were going to be like, "Yeah, like I [3:25] fire fast." But I sensed a small bit in [3:28] your voice where it sounded like [3:30] potentially you were slow to fire [3:32] because maybe I'm I'm I'm reading too [3:34] much into your sentiment or your tone of [3:35] voice, but it was like [3:37] I just don't like it. [laughter] [3:38] Well, I don't think anybody likes it. I [3:40] think we're we're fast to fire if it is [3:41] the constraint of the business and [3:42] clearly that person is the one limiting [3:44] us. like we will not sacrifice the [3:45] company's growth and the opportunity of [3:46] all the people who've trusted us with [3:48] their careers to to not have a you know [3:50] a comfortable conversation. There's also [3:52] levels of this and so like let's say [3:55] there's like you know uh red yellow [3:56] green right if someone's like well green [3:58] they're great fine so basically maybe [4:00] like yellow orange red let's use that as [4:02] the three levels for me like if [4:03] somebody's just not doesn't have the [4:05] complete competence but is not like they [4:08] can still do their job but they're not [4:09] doing it as well as they should and [4:11] they're definitely not going to grow and [4:12] they can't take on new opportunities [4:14] then that to me is like a yellow if [4:16] they're like for sure like they can't [4:19] actually do their their their role right [4:20] now that's orange if red is like you [4:23] can't do the role right now and that [4:25] thing is required for us to grow and so [4:28] that's that's kind of like I would say [4:29] like we it's it's it's a combination of [4:31] like what is the business need um and [4:33] how incompetent is the person and so the [4:36] rates of firing I think would depend on [4:38] both of those things obviously we want [4:39] to like in a perfect world we get [4:40] everyone out who's not a fit as soon as [4:42] humanly possible um it's just that [4:44] sometimes some people do turn it around [4:46] uh with good feedback and coaching that [4:47] probably happens half the time like I [4:50] guess asking myself the question like [4:51] Why do I feel bad about making this [4:53] decision? And then trying to make sure [4:55] that I'm not acting in the global bad [4:57] for local good, like local versus [4:59] global. Like I think about that as like [5:01] my way of trying to break through that [5:03] like terrible feeling you have when [5:04] you're like, I have to let this person [5:05] go. It's like, well, if I don't, I'm [5:07] choosing short-term comfort over over [5:09] long-term discomfort. And I think most [5:11] of life can be boiled down to people [5:13] doing that over and over again. It's [5:14] they take the local win, they take the [5:15] short-term win for the global loss. It's [5:17] like if you do that enough times, you [5:19] get a global a global catastrophe. And [5:21] so that's what I try to avoid. And I [5:24] just put the the greater good as the [5:25] frame um as my like little my little [5:29] spirit spiritual armor, if you will, of [5:31] going into it knowing that like this [5:32] person might get upset. Um, and this [5:34] might even, you know, dramatically [5:36] inconvenience this person's life in the [5:38] short term, but like I owe to the other [5:40] zillion people who also have put their, [5:44] you know, their careers, their their [5:45] their lives in in, you know, my hands to [5:48] a degree from a decision-making process. [5:49] Like, I owe it to them. And so, that's [5:51] what kind of gets me over the hump to [5:52] pull the trigger faster. [5:53] Real quick, if you're a business owner [5:55] and you are not growing as fast as you'd [5:57] like, I'd like to give you a free gift. [5:59] So my team and I put together the $100 [6:01] million scaling roadmap, which is [6:03] basically 200 hours of us looking over [6:04] all the portfolio companies we've had [6:06] and what stages of growth they went [6:08] through and more importantly where they [6:10] got stuck and how they got past it. And [6:12] so we broke it in these 10 stages and we [6:14] made this little kind of quiz thing [6:15] where if you put in your business [6:16] information, it'll tell you where you're [6:18] at and the most important part for you, [6:19] what to do for each of the functions of [6:21] the business across product, marketing, [6:22] sales, customer success, recruiting, IT, [6:24] human resources, and finance. And so no [6:27] matter what you're struggling with, [6:28] someone else has already struggled with [6:30] it and solved it. And so I'd like to [6:32] give you this thing absolutely free. You [6:33] can go to acquisition.com/roadmap, [6:35] plug in your business information, and [6:36] if you want us to actually help you [6:38] deconrain the business and you're trying [6:40] to scale, we'd love to help you out on [6:42] the thank you page. You can just book a [6:43] call with my team and we will look at [6:46] the business, see if we can help, and if [6:48] we can, we'll invite you out to Vegas [6:49] and we'll do this in person live.

===FILE=== 6y-XlPOg2FQ - The Future of Ads Content and Ads Are Merging.txt
https://youtu.be/6y-XlPOg2FQ
The Future of Ads: Content and Ads Are Merging

[0:00] Uh, my name is Alex Kumar. I'm a music [0:02] lawyer helping artists close six and [0:05] seven figure deals. [0:06] Okay. [0:07] Last year we did $487,000 [0:10] after doing cash. [0:12] Yeah, we I was about to say we uh we did [0:13] a cash episode. So, you did 478 47 487K. [0:18] That's what you did. And what are you at [0:20] now? [0:21] Uh, right now we are doing 30K the [0:25] current revenue run rate. [0:26] That's monthly. Okay. What were you [0:28] doing when you got on the when you got [0:29] on the show? [0:31] 83K [0:32] monthly. [0:33] We grew by $400,000 [0:36] in one year. [0:36] Oh, great. I'm glad my advice worked. [0:39] That's good. [0:40] So 80K to 480K. So that was worthwhile [0:43] to come on the episode. [laughter] [0:48] Okay, fantastic. I'm glad we 6xed. All [0:50] right, so what do we do from here? So [0:53] what's the problem? So the thing the [0:55] thing that's stopping me right now is [0:57] qualified leads. Um [1:01] the serviceable obtainable market is [1:03] less than 100,000 people. Um and I'm [1:06] looking to build uh a way to get to [1:09] those people that have you know live [1:12] offers uh at the right moment at the [1:14] right time so they can hire me to help [1:16] them close those deals. [1:20] Okay. Um, there's honestly a shitload of [1:23] static on my side. It's very hard to [1:25] understand you. It's not on you. So, [1:27] what do you need help with? Just say it [1:30] as few words as you can. [1:34] Qualify leads. [1:35] Okay. You need more leads. Got it. Okay. [1:37] So, you need more leads. Now, if you [1:38] doubled or tripled your lead flow right [1:40] now, would you be able to handle it? [1:42] Yeah. [1:42] Okay. Got it. So, what are you doing [1:44] right now to get more leads? [1:46] Content. [1:47] Content. Okay. Got it. [1:50] And I think what I told you to do was to [1:52] send them over to Instagram and then DM [1:54] and do a DM funnel. Is that what you're [1:56] doing? [1:57] Yeah. Doing that. [1:59] Wonderful. Okay. So, um, if you just [2:03] need more leads, it's going to be it's [2:05] going to be one of two things that you [2:07] can control on your own. Um, option one [2:10] is you start running meta ads. [2:14] That's option one. Option two is you [2:16] just make more content. And here's the [2:18] beautiful part. You can do both of those [2:19] things and they accomplish the same [2:20] objective. So if you if you crank up [2:23] your content and then make all of the [2:25] best performers your ads, then your ads [2:27] and your ad create sorry your content [2:29] and your ads creative can merge, which [2:31] by the way, for anyone who's listening [2:32] to this is the future of how ads are [2:34] working. Like the algorithm for ads and [2:36] the algorithm for content are the same. [2:38] Like it has merged. And if you think [2:39] about what what the platform wants, if [2:41] the platform could ever every single [2:43] content creator making ads and the ads [2:44] are just more content, then that means [2:46] the entire platform would be quote [2:48] adfree and still generating revenue, [2:49] which is a superior experience for the [2:51] users, which is exactly what the [2:52] platform wants. And so, how many pieces [2:55] of content are you making right now um [2:57] that are like what are you making per [3:00] week right now? [3:02] Right now 12 to 15 on Instagram. [3:05] Okay. So, two a day. [3:08] Two to three a day. Yes. One to two long [3:11] on YouTube [3:12] per week. [3:14] Uh, yes. Per week and five shorts per [3:17] week. [3:19] Okay. Um, this works. And the five [3:22] shorts, are those different than the two [3:23] per day you have on on Meta? [3:27] Yes. Well, one of them I do two posts on [3:31] Instagram and the and the same short is [3:34] the clip the carousel on Instagram. So I [3:36] cross posted. [3:37] Yeah. Got it. Okay. So I think so big [3:40] picture I mean you could obviously make [3:42] more content but I mean I think your [3:43] content cadence right now is, you know, [3:45] is adequate. We're you're probably have [3:47] to tighten the screws on is the quality [3:49] of the content. [3:51] So how much research are you doing on [3:53] the hooks, on the scripting? Are are [3:54] they scripted or how are how are you [3:56] making them right now? the shorts. [3:58] Uh yeah, I'm I'm doing the the content [4:02] uh create the hood and then this step [4:05] for stories and do carousel uh and [4:08] infographic. [4:09] Okay. Do you have any kind of big [4:11] accomplishment that you've had happen? [4:15] Yeah, we've helped last year we helped [4:18] artists close over $5 million. [4:21] Okay, great. So, I would put that front [4:23] and center. Um, and I would probably [4:25] include it in every YouTube video that [4:27] you have. So, when you'd introduce [4:28] yourself to edify you, I would say, [4:30] "Hey, you know, I'm Alexar. I, you know, [4:32] I do this for this type of person, and [4:35] we've done projects as small as this all [4:36] the way to projects as big as this, our [4:38] most recent thing that we did last year [4:40] for $5 million. And so, in this video, [4:42] I'm going to XYZ, show you how blah blah [4:44] blah blah works, right?" Um, that's [4:46] those are small tweaks that are going to [4:48] improve it, but that's going to like [4:49] elevate the brand overall. But right [4:52] now, it's like we just need to grow the [4:53] brand from a top-end, you know, content [4:55] perspective. And ads is just something [4:57] that you can do to scoop up um more [5:00] people out of the audience you already [5:02] have. But the big thing is that you just [5:04] need to hit your advertising with an [5:05] atomic bomb. Like that's what it is. [5:07] Like that's what you need to do. Now, we [5:09] could look at pricing stuff, but I think [5:10] I already looked at pricing the last [5:11] time we spoke. So, we fixed the business [5:14] model. We 6xed it. So, that was good. Um [5:16] what are your margins right now? [5:19] 80% respective margin. [5:22] 80%. Love that. [5:24] Yeah. [5:25] Yeah. So, um [5:27] yeah, we just need to make a shitload [5:29] more content and make better content and [5:30] then run the best content as ads. Like [5:32] that's it. You have a front-end thing. [5:33] Like you can d take twice the number of [5:35] customers, right? I think I said that [5:36] earlier. [5:37] Yeah. [5:37] Yeah. That's it. It's a it's a pure [5:39] demand thing. And we already fixed the [5:40] conversion process and we fixed the [5:42] pricing. So, you just need to do more. [5:43] So your focus first four hours of every [5:46] day goes towards this and then you can [5:48] start your day. [5:52] So [5:52] content and ads [5:55] also they they hear the same. Yeah. Go [5:58] ahead. [5:58] Can you hear me? Okay. Yeah. So the my [6:02] question is [6:04] there are some people some executives in [6:07] the industry that said that say that [6:09] because this game is all about [6:10] perception status and network that I [6:13] should go to industry conferences awards [6:15] winners all of that kind of stuff. [6:17] What do you think about that? [6:24] I mean, if you want, but I would say [6:25] like I mean, if you want, you can go [6:27] like once a month and make sure it's a [6:28] good one and see make sure you like can [6:30] solicit the audience for business, but [6:33] by and large, content is going to give [6:34] you a lot more distribution. So, [6:36] branding is going to come from the [6:38] association. So, if you want to make [6:39] associations with people who are bigger [6:41] than you, that's fine. Um, I'm not [6:43] against that. Uh, the big thing that's [6:45] going to matter the most though is that [6:46] you have helped people like them get [6:48] what they want. [6:51] Okay. So, [6:53] it's getting more people to know about [6:54] the things that we are already doing. [6:56] First four hours of every day goes [6:58] towards making more content and then [6:59] turning that content into ads. That's [7:01] it. You don't need to change anything [7:02] else. You're at 500K. That's how you go [7:04] to 3 or 4 million. And then we we check [7:06] back in then. All right. [7:08] Okay. Thank you. [7:09] Rock and roll. Extimar. Congratulations [7:10] on your 6x. [laughter] [7:13] Thank you. [7:13] All right. Talk soon. If you're a [7:16] business owner and you are not growing [7:17] as fast as you'd like, I'd like to give [7:19] you a free gift. So, my team and I put [7:21] together the $100 million scaling [7:23] roadmap, which is basically 200 hours of [7:25] us looking over all the portfolio [7:26] companies we've had and what stages of [7:28] growth they went through and more [7:30] importantly where they got stuck and how [7:32] they got past it. And so we broke it [7:33] into these 10 stages and we made this [7:35] little kind of quiz thing where if you [7:37] put in your business information, it'll [7:38] tell you where you're at and the most [7:40] important part for you, what to do for [7:41] each of functions of the business across [7:43] product, marketing, sales, customer [7:44] success, recruiting, IT, human [7:46] resources, and finance. And so no matter [7:48] what you're struggling with, someone [7:50] else has already struggled with it and [7:51] solved it. And so I'd like to give you [7:53] this thing absolutely free. free. You [7:54] can go to acquisition.com/roadmap, [7:56] plug in your business information, and [7:58] if you want us to actually help you [8:00] deconstrain the business and you're [8:01] trying to scale, we'd love to help you [8:03] out on the thank you page. You can just [8:04] book a call with my team and we will [8:07] look into the business, see if we can [8:08] help, and if we can, we'll invite you [8:09] out to Vegas and we'll do this in person [8:12] live.

===FILE=== 70PR8iQG2_o - You need to focus.txt
https://youtu.be/70PR8iQG2_o
You need to focus

[0:00] like this has just been a very hard [0:01] lesson learned for me is that what you [0:03] think should take you six weeks, [0:05] oftentimes six takes six months, [0:07] sometimes a year. And so what what you [0:09] realize the longer you do business is [0:11] that there are just far fewer things, [0:13] fewer new things that you can take on [0:15] than you really think. And so there's [0:18] always going to be an issue with [0:19] translating these things to your team so [0:21] that they can actually execute. And [0:22] forget about new people coming in who [0:24] haven't even gone through this process. [0:25] They're just adopting this final [0:26] solution, but they don't know how you [0:28] got here and how you derived it. And so [0:30] being more patient about the idea and [0:33] I'll I'll give you I'll give you a pro [0:34] tip. This is a little side quest for [0:35] you. So in any given function, let's say [0:38] that this is your baseline of [0:39] performance. All right. Now, whenever [0:42] you change anything, in my experience, [0:43] you get about a 20% decrease in [0:45] performance immediately. All right. So [0:46] if you change a sales script, you get a [0:48] decrease in performance. You change your [0:49] your ad copy, you're going to decrease [0:50] in performance often time. You change [0:51] your landing page, most times the page [0:53] that you had probably was working. And [0:54] so something that's not that has a lower [0:56] likelihood of succeeding than something [0:57] that is more of that, right? It's a lot [0:58] of times when you make a change and this [1:00] is especially operational changes more [1:02] so than anything else often times you [1:04] get a decrease or decrement in [1:05] performance. And so if I know that I'm [1:07] guaranteed to have this 20% decrease [1:09] then it means that I need to make [1:11] changes that I have a very strong idea [1:13] that they're going to have at least a [1:14] 20% increase effect. And so the result [1:18] of this line of thinking which has made [1:19] me a significantly better entrepreneur [1:21] this is a huge breakthrough for me is [1:22] that number one some things will never [1:24] get fixed. And that means that some [1:27] things you're like, man, this could be [1:28] 5% better. The cost of the change, if [1:31] you are constantly changing things, [1:33] because here's the thing is you're like, [1:34] well, it's still I would I'd be willing [1:35] to give the 20 to four months from now, [1:37] have that, you know, return to baseline [1:39] and then get the 5% improvement. Yeah, [1:41] but that assumes that you're going to [1:42] change nothing else in that fourmonth [1:43] period, but you might be an add [1:46] entrepreneur and you might just change [1:47] it, which means that you're actually [1:49] permanently kind of sitting at this 20% [1:50] decrease in performance because you've [1:52] never given anyone a chance to get good [1:53] at their job. you're always changing [1:55] And so I traditionally will [2:00] overindex now on stability because we [2:02] get consistent improvements in [2:04] performance across the team because [2:05] people just get better at their job, [2:07] right? And then if I really think that [2:09] something's worth changing, it better be [2:11] north of 20%. And so it's like, man, I [2:14] keep doing the math like I think this is [2:16] like a 30 to 50% boost for us. If that's [2:18] the case, then it's probably worth the [2:20] bet. But most of the small changes that [2:23] I used to mess around with my company [2:24] where I'd be like, "Oh, no, I'm Steve [2:26] Jobs. Every detail has to be there." [2:27] Like, if you're building a physical [2:29] product that is manufactured, that's [2:30] different. If you're building software, [2:32] one times change, different. In a [2:34] service business, if you're changing [2:36] process that people have to execute, [2:38] very tough. Make sure that it's worth

===FILE=== 8C_6qojTA78 - Helping E-Commerce Business Owners Scale.txt
https://youtu.be/8C_6qojTA78
Helping E-Commerce Business Owners Scale

[0:00] In 2021, I sold my e-commerce company, Prestige Labs, with Gym Launch for $46.2 million. And six months ago, I broke the [0:06] Guinness World Record for the fastest selling non-fiction book and generated over $16 million in a weekend just using a Shopify store. And so, in this video, [0:13] I'm answering your questions about how to scale your e-commerce business. And for all these questions, I try to do my very best to make the solutions as [0:18] tactical as humanly possible so that you watching from home can immediately use them. So, enjoy. Hey, Alex. Yes. Custom Gaming Tables [0:24] My name is Max. I run Elevate Customs with my wife who's in the front row. [0:30] It's uh we build Elevate Customs. Yep. Like custom Sorry. Um like uh home [0:35] custom solutions. No, we build and sell like luxury gaming tables like pool tables, casino tables, [0:40] manufacturers. Not what I was saying. Okay, got it. Yeah. Um that's cool. Like cool backlights and [0:47] things like that. Yeah. Like any anything like one-off custom pieces. Sweet. Um we we're at around 2 and a half [0:53] million revenue a year. We want to be around 10. How do you sell at least? Uh, mostly Google ads. [0:59] So, e-commerce. Yeah, she sells. Yeah. Okay. So, invoices, phone calls. Okay. Got it. So, how do we increase our leads 2x, 3x [1:07] without breaking the bank, basically? How do you increase your lead flow without breaking the bank? [1:12] Yeah. Well, I'll ask you for quality leads basically. So, what are you currently doing? You said Google ads. [1:18] Yeah. Around 15 to 20k a month. Can you spend more? Yeah. Why don't we do that? We've tried and we [1:25] weren't generating the same quality leads or necessarily getting different keywords. We're not getting you more quality. Yeah, correct. This is [1:32] probably a scale thing though. Like this is a media buying question. Um because I can promise you that at $20,000 a month, [1:38] you haven't saturated the market for cool custom gaming stuff. Like you could probably get to like 2 million a month [1:44] before you even get close to that. Um so I think it's probably just a like who does your media buying? [1:49] We have a company. Okay. I would this is a keyword thing like this is this is three degrees down [1:56] like super tactical like we're just buying the wrong words and there's just we like I would be how what's your margins right now? [2:01] 20% 500k a year. So I you just have to see this as like [2:08] we might burn $200,000 this year on bad keywords to find another six that we can [2:14] scale up to $100,000 a month and by doing that we'll 5x the business. And so if you just see it like that of like, okay, we're going to spend $200,000 or [2:22] $300,000 to take us from 2 whatever to 10. That's how I' that's how I'd think [2:27] about it. Um, in general, we tend to be like scared to spend more money. And I [2:32] would say the only thing that's really shifted for me is like from entrepreneur to investor, like kind of wearing both hats, is that I look so much stuff at [2:39] just like return on capital and like what's the point? Like if I think we can get to 10, I would rather just get to 10 [2:44] faster. And I see because I don't live off of that $500,000 a year. I just see [2:50] all of that as my my fodder for putting back into the thing so that I can get to the next level, which side quest for [2:56] everyone. If you're a service business and you have cash flow, some businesses are really obvious for where you do [3:02] reinvestment. If you're brick and mortar, you save up your shekeles, you open another location. Very clear where your capex goes. If you're manufacturing, you buy another big [3:08] machine, very clear where the capex goes, right? If you're a service business, you do accounts, you're have you have, you know, you have a law firm, [3:13] you got uh legal people. What do you do with the extra money to quote reinvest in the business? So, there's two primary [3:19] sources. Number one is going to be talent and culture. So, who am I going to hire? Uh, and how do I how do I [3:25] uplevel the team? So, in service businesses in general, you can see how good you are and how advanced you are as [3:31] a service provider by the by the price you're able to charge. And so over time your price should always go up because [3:37] fundamentally you should have a virtuous cycle of we do good work that generates more demand. More demand means more than [3:42] we have supply which means we can raise the price. With the extra cash we can then acquire better talent which means [3:47] we get we do a better job which increases our reputation which increases our price which allows us to charge more [3:52] so we can get better talent. And so the talent should always be going up and so should the price. And so if you're in a [3:57] in a marketplace where you're like man we can't charge more than other people. It's because you aren't better than other people. So we have to beat them in [4:04] order like we have to do better. That's point one. The second area is brand, right? It's like how do I spend some of [4:10] that extra cash to solidify the brand of me? So this is not direct response ads. This is like kind of the big [4:16] aspirational moments, these brand moments. Like we just did this launch this, you know, two weekends ago. It's like how do I how do I do these big [4:21] demonstrations that might cost more and might not be the normal run of business? Like why would Red Bull have a guy jump [4:26] from out of space down? It doesn't make any sense, but except it makes a ton of sense because I'm talking about it right now, right? And so you're probably more [4:32] likely to drink a Red Bull at the break. Real talk. Uh, and so anyways, it's [4:38] like, how does this ladder back to selling more pool tables? Um, for you though, you're not in a service based [4:43] business per se, but I thought it was a good offshoot for other people. Um, see all of the profit that you have, [4:49] whatever you don't need to live on as your experimentation budget. And that budget is really like do not see it as I [4:55] lost money. Like you can't think with that perspective. You will just lose. You have to think of that this is like [5:01] I'm going to uh rigorously test keywords until I find more keywords that win. And [5:08] these are just investments in finding money printing machines because keywords especially once you really find them, [5:13] they kind of just print for you, which you guys are experiencing right now, right? You got to spend $250,000 a year to make a 2.2, right? You're getting 10 [5:19] to1 on it. Now, obviously you have cost of goods for sure, but like profitable, right? And I'm sure when you found your [5:25] first keyword and it started working, you were like, "Holy shit." It's like, "Great. We just need to find like another hundred." And they're there. [5:30] They're there. And you might need bridge pages. So you've you may have heard of [5:36] Eugene Schwarz. Uh so famous marketer. And so when you really want to scale ads [5:43] to colder markets, um for those of you went through the hooks and the goated ads, anyone go through goated ads [5:48] playbook? Okay. So this this will sound a little bit more familiar. So you have [5:54] these levels of awareness that correspond with size of market. And so you've got your most aware customers [6:00] here. And the reason that these levels are important is that it changes what the hook is and what the kind of click [6:06] journey is for the customer. So at the very top you've got unaware, then you've got problem aware, you've got solution [6:12] aware, you've got product aare, and then you've got most aware, which is usually your existing customers, right? And so [6:18] if you want to expand, so right now I'll bet you most your keywords are targeting these people. If you want to go up [6:24] market, which might have 10 times more clicks, we might have to have a bridge page after you have like the keyword [6:31] might be more like home home projects or like uh accessor like I' I'd have to [6:38] think that I'd use a keyword finder. And would you have like the same team work on that or hire a completely different [6:43] marketing team to kind of a really good media buyer would know this? Um, but you'll likely just need to [6:50] have keywords that are a little bit broader so you start competing against more people. But as long as you bring [6:55] them to kind of like an advertorial type page and then they take the next step and then it basically mimics the same [7:00] path as this. It's like you take them from product aare to then advertorial then to your sales page. That bridge the [7:07] clicks here might also be like onetenth the price and there's an ocean of them. And then when you get from there it's [7:13] like okay what's what's above that problem aware? Is your house boring? [7:18] Right? Like, do you have an extra room that you don't know what to do with? Right? These are problem. They have a problem. They have no idea that you're going to sell them a pool table. But we [7:24] have to start with where they're at and then lead them through the journey. Thank you. Yeah. Appreciate it. Real quick, I'm going to show you the [7:30] exact 10stage road map from zero to 100 million plus that less than 1% of [7:35] companies finish. I've now done multiple times. And so, I can say with a lot of confidence that these are the stages as headcount increases that you need to get [7:42] through. And I broke each of these down by eight different functions of the business, what the constraint feels [7:47] like, like what are the symptoms of it when you're going through it, and then what steps we actually took to graduate. And we've done this across software, [7:53] physical products, uh, service businesses, brick-andmortar, all of this, and it works. And it's my gift to [7:59] you. It's absolutely free. And so, the link's in the description, but you just go acquisition.com/roadmap. Just enter your info and it'll spit it [8:05] right back to you. All free. Uh, my name is Ethan. Uh, we sell direct response e-commerce products. We're all Direct Response E-Commerce [8:11] paid media. Uh we do about $3 million a year in revenue direct response [8:16] e-commerce products. Okay. Like drop shipping stuff pretty much. Yeah. It's it's more [8:22] branded than that, but essentially is. Yeah. So you have customers for doing that or you're doing that? We're doing that. Okay. Got it. And so you have a handful. [8:28] How many SKs do you have? Uh four. Okay. Is it all the same brand? [8:33] No. Okay. Yep. So we have uh we're doing it's like four months old. So, we're doing a run [8:40] rate of like uh 3 million a year. Um we have, you know, background in like paid [8:45] traffic affiliate. Um so, it's not the first rodeo with that. We're trying to get to like 15 million a year run rate. [8:50] Okay. Um what's stopping us right now, you know, not entirely sure, but um [8:55] basically like we have each step for everything that has to be done. We built out teams and systems for the main [9:02] priorities and those things are working pretty well. I'm happy with uh our talent, what they're producing. Uh, but [9:08] so far what I'm experiencing is that, you know, I'm left with this, you know, list of like random chores that somehow [9:15] only I can do. A junk drawer. Yeah. But I'm not sure how to approach hiring for this cuz it ends up being like a [9:21] very niche specific task, but I may I might only need them for like, you know, [9:26] 20 minutes a week or something. So, it ends up being me, but with a million things. And your founder? [9:32] Uh, yeah. Okay. Um, so let's start here. You want [9:38] to get to 15 million. What stops you from spending more money? Uh, nothing right now. I mean, so we [9:43] just hired a pretty robust funnel team and an operations guy, like a strategist. So kind of just waiting on [9:49] those things to kick in really. Okay. Um, but I'm I'm fairly confident at least do it. Okay. So this is more a complaint [9:58] than a constraint, right? No, I'm just making No, I'm This is me asking for clarity. So, we think we can double if [10:06] we just spend more money. I'm not spending more money because I'm waiting for this thing to happen. Once this [10:11] thing happens, then I'm going to spend as much money as I can. Sure. Right. Um and in the meantime, I have [10:19] stuff I don't feel like doing, you know? I'm like, this is me trying to translate back. Is that true? Is that like accurate? Yeah. But eventually, there's going to [10:24] be enough of that stuff that like I will have to find some way to hire out for these things. Yeah. And then there'll be more stuff [10:30] that you'll still do. You'll just do the more important valuable stuff and give the other stuff [10:35] to somebody else. Yeah. But a lot of it ends up being fairly tedious. Like it's it doesn't feel like high leverage or high value at [10:42] all. I mean, this is where like VAS and product project work can come really in handy. Like I'll give you an example. [10:48] So when we made all the ads for the launch, right? I don't I didn't need the amount of editors that I had to spin up [10:56] in order to because like I'm not going to be making 300 ads a week, you know, [11:01] ongoing. I don't need to. But for the launch, I did. And I wasn't going to hire an extra 15 editors full-time [11:07] because it's just like I don't need that. And so we spun up 15 editors that were contractors who would then just [11:13] clip and we had one person just did QA on it to make sure that it was good and then we'd ship them, right? And so if we [11:19] have something that's like one timeish work where it's sporadic, then I'm fine just having a suite or a bench of [11:25] contractors that I can turn on and off. Sure. As long as they do decent work. We do similar things like with our with [11:31] our video editors as well, but you know, some of the tasks are fairly specialized like No, I understand. I was just using [11:37] [clears throat] as an example for editors, but I'm saying like if you have tedious work like this is where the fivers of the world [11:42] like can come in handy and worst case you train a contractor or VA on how to do it and then they do it. [11:49] Yeah. Just like someone that's high level enough in like Shopify work but we only use them for a few. There's tons of Shopify contractors like [11:55] a boatload of them and they're not that expensive and some of them are really good. Yeah. I like I would just look at my [12:01] list. What are the things I'm doing on a regular basis? Can I ship out most of these to a contractor who does a peace meal? Probably. And now you're trading [12:08] 20 hours for two. And that's just you just keep making that trade until eventually you've managing a ton of people. And then it's like great, one person is managing all of these and you [12:14] just trade all that time for you getting more because hopefully if you're doing that much work, then you should have the revenue to support um that role. Have [12:21] you have you scaled e-commerce like this before? Yeah. Okay. Are you are you just running paid [12:28] ads? Uh yes. Okay. Do you have influencers who are doing stuff? No influencers who are looking to hire [12:35] for that, but we we have three or four channels for paid at least. Yeah. I'll say this. How big do you want [12:42] this to be? Uh I mean ultimately like the goal is we'd like to have a portfolio of call it [12:47] four or five brands that we can then exit in a couple years. So, I have this conversation every week um with somebody [12:55] who's doing e-commerce and it's almost always the same like I would like to have a portfolio of a [13:00] handful of products that I could eventually sell someday. I have really yet to see anyone do that. Um and it's I [13:07] think for two reasons. One is that as you continue to scale your CAC will [13:12] continue to go up and your gross margins will shrink and that will get frustrating. You will then also have [13:18] supply chain issues which would become a burden. You'll also have dupes if you start becoming really good that will [13:24] undercut you in price and list on Amazon and all that stuff. Um do you have patent protection like for any of these [13:30] products and so like you right now run a media arbitrage business and it works [13:35] really well up to about 10 million. Okay. And then it will quickly stop working very well. Um and so I think to your [13:42] point of like you can see a double that's probably true. You might even have a triple that's sitting there with a little bit optimization, more email [13:47] follow-up, blah blah blah blah blah. Um, but you'll you'll probably get close to capping in that neighborhood, 10, maybe [13:53] 12. Um, and then you're going to be like, well, we're doing a million dollar a month, but we have like almost no margin and our cash flow is [ __ ] Um, [14:01] and so the what I think you want is that you want to build a brand that has a [14:08] product that you really believe in that will allow you to recruit affiliates [14:13] [snorts] to your cause. When I say affiliates, I mean influencers, not traditional direct response uh, affiliates that are just mercenaries, [14:19] but like people actually believe in it. Um, and when you do that, you will actually be able to build a brand [14:25] because fundamentally like any one of the products can be big enough on their own to sell. And so rather than saying [14:31] like why don't we try and build four totally different products and totally different brands at the same time, it's [14:37] like why don't we just try to build one that we really like that we think has a chance at actually like really helping [14:43] people for whatever the problem that the the product solves. Um, that's what will build what I think you want. It's just [14:50] that most people who come from the direct response world just are pure performance marketers. And I say this [14:55] being someone who comes from that world. And I had to learn the hard way that you will run into the wall that there's a [15:02] there's a great article you can read called the direct response doom loop which you might have read. But basically you just do this revenue goes up, [15:09] margins compress, margins compressed until you're eventually here. And then you have to keep selling in order to maintain your team. And then you just run a very large very high high [15:14] liability nonprofit and it sucks. And cash flow is a huge constraint. and you've got all the supply chain [15:20] [ __ ] And then you're like, "This sucks." And then you'd have another conversation, come back here, and be like, "Hey, we're doing 12 million with [15:26] 7% margins." And I would say, "Okay, of the four products you have, which one is the the one that's the the clear winner? [15:31] That's the one that's carrying all the other losers." And you'd be like, "Well, it's this one." And then I'd say, "Okay, cool. Why don't we just get rid of these three and then put all of your effort on [15:37] this? Do you think you'd be able to win that?" You'd be like, "Oh my god, for sure." And be like, "Great. So, like, why don't we do that?" And then actually [15:42] invest in building the brand. Yeah. Around it. We we definitely have uh you know we're we're paid traffic affiliates [15:49] so like we're data people like uh but so one of the things that I've thought about is like you know our our biggest [15:54] skew it it's good but it's not like it's not that good like I know a good campaign when I see it. So like part of [16:00] the purpose of building out like uh you know our research and funnel teams is like well eventually we're going to find [16:05] something where the market is just like 10 times better you know so it's like do we keep chugging along with like the one that's [16:11] like a six out of 10 or do we find go find the nine and then go all in on that. The skill set that you guys are [16:16] deficient in is going to be brand and that's what you have to learn how to do and the brand is also completed with the [16:23] product right? So like that's what completes the brand loop. Like we make this amazing promise, we have all these great associations. People then make the [16:29] purchase and then the product either reinforces the brand or destroys the brand. And if it reinforces the brand, [16:34] then the loop continues and becomes a virtuous cycle. And that's how you go from an e-commerce store that does media arbitrage into a household name that you [16:41] can sell for not just 50 million, but maybe 500 million. And so it's just that like I have this conversation literally [16:48] every week. And so I know that you're coming at this from a math perspective. [16:53] It's just that it will not work at scale. And so I would rather you spend as little as you can on all of these [16:59] different things to find a product that you guys really think is legit and has some level of defensibility if you can [17:05] because if you don't have a defensible product, the only thing that you have is the brand to differentiate you. That's the only differentiator. And so if [17:12] you're competing because like just played out the next step, right? Like let's say you find your nine out of 10. [17:17] No one's buying that. Like private equity investor not buying it because they know the game. They buy brands. [17:22] They don't buy products and so you get your nine out of 10 and then the dupes flood because they see that you're killing it and then they undercut you on [17:29] all this stuff and then your rorowes goes down and then you leak everything to your competitors. So either you have some sort of patent that you can [17:35] actually protect and you have a legal team that can enforce it or you build a brand. So like that's the long-term [17:41] play. The rest of this is just making money until you figure that out. I'm being super real with you. I just rather [17:47] save you a couple years. But like that is where this leads. Okay. I I mean so [17:52] how do you build a brand? Yeah. Right. [laughter] Yeah. How do how do I do that? But um you know we are working on like the [17:58] legal defensibility of it. You know I I didn't mean to say like I would lead with brand rather than making [18:03] I would lead with brand rather than legal. Yeah. Because legal you have to like it's still tough to like it's it's better to [18:11] be big and then win with legal than try and be small and win with legal because you'll just get drowned in fees. And [18:16] it's it's it's better to just have the coolest brand and have the coolest people promoting the thing and then [18:21] people just want to buy from you even though they see the cheaper knockoffs. But that's like that's what you have to do if you really want to go where you [18:27] want to go. Otherwise, you're just going to be cycling through SKs and you're going to say you have a portfolio and it'll sound impressive to people who [18:32] don't know what you're talking about, but like margins will do this, cash flow get [ __ ] and you have co-founders and [18:38] it'll be like this is so much work. This sucks. [laughter] I wish we had one product that we all really believed in [18:44] that we could like build a business around. Yeah. And that's what you want to do. Thank you. Yeah. You bet. Hi, my name is Samantha Harrison. I own Hair Extension Wholesale & Salon [18:52] a hair extension company in Australia. Amazing. I have a salon and an e-commerce [18:57] business. Oh, what? In e-commerce? Sorry. Sorry. I wholesale. Wholesale and e-commerce. So, direct to [19:03] consumer and wholesale. Yeah. Okay. Got it. Um, sorry. I'm like so nervous. I have [19:08] terrible fear of public speaking. have a panic attack and then just ask a question. You're good. [laughter] [19:14] I forgot what my question was. Fine. Um, read what I wrote down if that's okay. [laughter] [19:21] Okay. So, to make either business truly sellable at high valuation, it would [19:27] take me years of operational restructuring, recruitment, reducing owner dependence, and building systems. [19:33] And even then the multiple would be low because service based product businesses don't scale without heavy ongoing input. [19:41] I want to move into SAS. [19:46] You think you think this is hard and so you're like you know what I could do something harder. Yeah. [laughter] [19:51] And so I guess that was the point of me coming to this seminar cuz I know you talk a lot about like the women in the [19:57] red dress. Yeah. Or men in the tuxedo, you know, whatever works. [20:02] Um, obviously I'm fearful cuz it's not my niche and it's not what I specialize [20:08] in, but I obviously being in the industry, I definitely see a lack in the [20:14] market and education. So, what is the SAS that you're trying to build or that you It's an online booking system for well, [20:20] the niche is for salons, but it can be used for service- based businesses. There's so many of those. It's got AI built into it. And the the [20:29] difference between mine and say everybody else's is it's essentially bridging the gap between revenue and [20:35] profit. So giving like more of like a pull data rather than push. Um having [20:41] the AI built in as more as like a motivational business coach which will [20:46] give you the real time analytics on your team, on your services, on your numbers, on your margins, like everything like that. [20:52] Like for me personally, I spend every week calculating every single team member's revenue, cost of product. [20:58] You own a salon, too? Yeah. Okay. But the So the salon and the wholesale run without me. [21:04] Okay. The salon does about So the salon does about say 900,000 with 50% margin [21:11] and I'm happy with like what like I don't really want to scale the salon. The wholesale year, well this year has [21:18] grown 100% but it's about 30% month on month. What was the revenue of the wholesale? Um I think I'm just at 2.6. Okay. So [21:25] far. Um and you have 30% margins on that. Yeah. Great. So the financial overview for this SAS, [21:34] so it's $500,000 build, 120 grand a year to maintain, but it's [21:40] serving my same audience, right? The the stockists are already salon owners. They already buy from me. They already trust [21:46] me. It's something that they want use, have already subscribed to like the founders. Don't look at me like that. [21:53] Believe in me. [laughter] I do. I do. [21:59] I'm just trying to figure out which you believe in. I'd only [laughter] need 150 subscribers to maintain costs, which I've already [22:06] got. So, if I had 2,000 of my weekly stockers [22:12] that already buy from me, subscribe, there's 2 million a year. It's fine, right? Tell me it's a good idea, please. [22:18] [laughter] There's so much pain. You sound like Ed. [laughter] [22:26] I've been sulking all day. So, one of the difficulties that I have like this is a is a perfect scenario of [22:32] um telling someone what they want to hear versus telling them what I think. And I uh I'm always it's very fine line [22:38] because like I always want everyone to leave happy. Um but I also feel like I have integrity. Tough, right? Um, and [22:45] so, um, I I what I will do is I will give you a sorting question. You can [22:50] pick what side you want. Okay? I can assume your position and then tell you what I would do, although I disagree [22:57] with it, or I can tell you what I think you should do. Okay. Which one would you like? Tell me what I should do. [23:02] Okay, [laughter] great. Um, I think that I'm going [laughter] [23:09] I think you getting into SAS as somebody who has never built a software product and doing it where you're going to [23:14] self-fund it. Um, and just because you have a distribution base does not mean [23:19] that you should sell every single thing that that distrib distribution base can buy. What if I've already paid for it? [23:25] That's called sunk cost fallacy. [laughter] Okay, for real. So, I just give up. I don't try. Just walk. Some of the best money you ever spend is [23:31] deciding to stop spending bad money. Okay. Um, and I say this only having done it [23:36] myself. Um, so I'm gonna I'm I'm gonna hit from a couple angles. So the first one is who [23:42] here is organic as their primary method of getting customers like making content, etc. And it gets bigger and [23:47] bigger every time. It's just the way it's it's the way the world's roving. Um, so one of the big mistakes that [23:53] people who have organic audiences make is that you grow an audience and then you sell a product and then people buy the product and you make money and [23:59] that's a very reinforcing event. And so then but they already bought the product. So then you think well [ __ ] I should make another product and so you [24:05] make another product and then within two or three years all of a sudden you have four mini businesses that serve the same pool of customers when the real [24:11] constraint of the business is you needed to grow your audience. And so the invisible be or sorry not the extensions [24:16] whatever it is that you sell right the the hair extensions that you sell uh you're doing you know 2.6 and what's the [24:22] what's the e-commerce side doing in revenue? Yeah it's like 900 900 that's what it's doing. [24:27] Sorry. Sorry. The the salon is 900. The online is 2.6. So, okay. So, there is no you said [24:34] e-commerce at some point. Yeah. So, e e-commerce I'm selling online is the wholesaling. Okay. Got it. [24:39] It's B2B. I also sell to retail wholesale and retail. So, anyone can buy, but I do have stockist. [24:44] The vast majority is other stylist buying. Yeah. Right. So, can buy from me, but also hair [24:51] extension salon owners can register for a trade account. And how many of the sales are trade accounts? [24:56] It's about 50% at the moment. is interesting. Okay. So, um anyways, back to this point which is that [25:02] that business is not not sellable. I just want to be like you you said like ready you started you're like it's not sellable. It's operation blah blah. It's [25:08] like that's I mean not necessarily true kind of at all. Yeah. Um, you just need to get more customers [25:14] and extensions are a reoccurring product. Like people buy them every 8 whatever the weeks are, you know, [25:20] whatever the you know it better than I do, but I know I've seen the bill. So, [laughter] [25:25] it's not one time. I think I'm sure about that. So, so all that to [25:30] say like all we have to do is just like we you have now encountered the big hairy problem that I talked about at the [25:36] beginning of today which is that you encountered something that you didn't know how to solve and then are thinking okay well there's greener pasture over [25:42] here there's a girl in a redder dress and if I go here surely this grass will not be fertilized with [ __ ] um but it is [25:48] indeed full of [ __ ] and significantly more [ __ ] than what your current business is the current business is actually way more chill than the [25:53] business that you're trying to get into and the business you currently have is way more cash positive than the one you want to get into the business that you [25:59] want to get into, you will not make money from for many years, if you ever make money from it. So, if you want to win at software, you have to commit to [26:05] making no money for basically seven years. Zero. And the people you're competing against don't have two other [26:11] businesses. I guess like my limiting belief around like I've got a very lean business. So, I built a property a couple of years [26:18] ago. I ended up moving out and I run the wholesale and the salon from that house. So, my expense for the salon and the [26:24] wholesale is 500 bucks a week. So, it's very lean. Yeah. So good. [26:33] I'm like obviously on the extension side. You [26:39] mean Yeah. Like my margins are too small for me to be able to scale at the margins that [26:44] So why don't we just do that? I'm like if I can because you thought starting a software company. I well I thought that having [26:50] like a risk uh sorry a reoccurring you have a reoccurring business based product that I would use as well [26:59] so reoccurring and recurring right have the same value what we need to demonstrate [27:05] is revenue retention I would just like to make money online while I sleep and I don't want to work anymore that's fine software companies is [27:11] certainly not the way to do it [laughter] probably the worst way to try and do that okay [27:17] um like we just need to confront the business that you have right now, you need to improve the margins and you need to go get more acquisition. So that [27:23] probably means like making more content, running ads to attract uh stylists, having some sort of offset front end to [27:29] get them integrated. How can you run some sort of play within their you know salons? [27:35] um trying to use [snorts] your your vernacular um to you know basically make them more money using your extensions [27:41] and then by doing that then they get converted because they make more money selling extensions than cutting color and so it's very likely they'll keep [27:47] selling it and then you have basically you have a hunter and a farmer the hunter is the one that basically closes the deal and gets them to kind of [27:53] activate their base of of um ladies I guess I maybe there's guy it's just like the constraint of the [27:59] wholesale is the production time and the capital um And again, like my logic was, well, [28:06] if I was to invest the same $500,000 into the wholesale, that's a $150,000 [28:12] margin. Whereas I thought, well, if I invested it into subscriptions, you would just lose all of it. [28:17] [laughter] Maybe that's your limiting belief. [28:23] I've built more software companies to a billion than you have. [laughter] [28:28] Fair. Okay. Right. Two can play that game. [28:34] Okay. Do you want my help? Yes. Take my advice. Okay. Cool. I should do it. [28:41] Thank you. My name is Sasha. Um I sell designer bags and sunglasses and uh we do about 6 Designer Bags & Sunglasses [28:48] million a month. No, sorry. A year. Sorry. 6 million a year. So cool. Um and I would like to do 38 million [28:57] precise. Yeah. 38 million. Okay. Um and what's stopping me is recruiting. Why 38? [29:03] Um just because I figured, you know, 100,000 a day, something like that. Round up, down, something like that. [29:09] Okay. Just a roundabout. Um and um I mean, obviously more. [29:15] Yeah. Yeah. Okay. But I was thinking 38 would be fair. Yeah, that works. Um [laughter] [29:21] and it is just recruiting. Um recruit Oh, recruiting is the bottom line as you're saying? Yeah. Okay, got Um, my house cleaner was my uh [29:29] first employee and she just and because I consumed yours and Leila's content so much that [29:34] I was like, I'm going to be these two people in one. That's me. I'm going be these two people. And as a result, I have um [29:42] a great team, a really great team. And it's just a matter of being militant in [29:47] the um the recruiting process. Okay. Um the we do sell on whatnot quite a bit. [29:54] So, who do you have what's stopping you? So you make money $6 million a year [30:00] selling handbags and sunglasses. [clears throat] And sunglasses. For you to sell more handbags and sunglasses, you need more [30:06] people to do that. Yes. Because we u we only go live for about 5 hours a day because we get [30:11] tired. It's just me and Well, me and um [30:16] I have three sales people, but um it's just we get tired. We could if we were live more often, we could create more. [30:22] You're going live on like your Instagram page or your what? On whatnot. Okay, got it. And do you have like a big [30:29] following there? 110,000. Ton of And so you're just selling to that same base [snorts] and if you just sold for [30:34] longer, you would make more. A lot more. I could do 100 grand in the show. Okay. So you just need like two more [30:40] sales people who go on camera. Mhm. But yeah. Mhm. And then the recruiting as well. [30:46] Recruiting for what? uh packing because we we do a lot of um you do your own 3PL or not third party [30:52] but like you do your own logistics. H why why do we do it ourselves? [30:58] I didn't I didn't know you could have other people do it. Boy oh boy. Yeah. [laughter] [31:07] Step inside. Uh yes. [laughter] So so functionally like because of the [31:12] nature of the business that you're in um we have to think like we have to we have to consolidate resources. I'm not normally somebody who's like, uh, let's [31:18] let's cut, you know, parts of the business out, but unless your shipping is some key differentiator that you [31:24] have, uh, like Amazon shipping became a competitive advantage, right? Um, but [31:30] unless that's like some differentiator, then shipping for the most part is pretty commoditized. And there are [31:36] people who all day long they think about like saving 15 cents on cardboard boxes and tape and packing peanuts and all [31:43] that [ __ ] Um, and I think that that you having to like think about that and run [31:49] a functionally a warehouse at the same time as running a marketing and sales and talent business/media. [31:55] That's not where the value is. The value is in the distribution and the sales. And so I would say like can we outsource [32:02] this so that can [snorts] we outsource this the the logistics part so that you [32:09] can just go all in because all we had to do is you get two more sales people and you get to 100,000 a day. We should do [32:15] that. So um we have to physically show the product like [32:21] No, I'm not saying you don't have like some product on hand. You just don't need a warehouse. No, we do need it cuz [32:27] it's like go go go go speed. We run probably about [32:33] So you're like we sold this item to this person is how you do it. Yes. Okay. So [32:38] um Got it. It is kind of like a warehouse. It's Yeah. Okay, that's fine. Um All right. So you [32:44] just need to hire more people. So what's stopping you from hiring more people? The talent. Um the talent to hire more people. [32:50] Well, I'm I'm learning now. That's why I'm here. No, no, you're good. You're good. Um, so I'm saying like you have two sets of [32:55] roles. You've got warehouse folks and you've got people who can get on camera, right? So what are you currently doing [33:02] to get each of those people? Well, we had ads on Indeed. Okay. But I didn't realize how militant I had [33:08] to be until I came here. It's it makes a lot of sense, right? I didn't know that there's that many [33:14] interviews that were required. Um, and that's more for the warehouse side, correct? [33:19] both because sales is I think that you'd be able to find salespeople like I would probably look [33:26] at Amazon affiliates. How much would you pay them? Percentage. [33:31] Well, that's the thing now. So, okay. So, it takes skill to do what we do. Yeah. It takes skill. Like [33:37] Agreed. [laughter] Like um for example, my girl is better than me. Great. [33:42] She's better than me. And it's like not only is it motor skills, it's um [33:49] presentation and entertainment. I I get it. [laughter] [33:54] I understand. I did a live for 3 days. I got it. [laughter] [34:01] Um so finding and training that um that's definitely a process and takes time. [34:06] Yeah. The question is whether you want to buy or build. Do you want to buy the town or build the town? Building the town is cheaper, [34:12] takes longer, harder. Buying the town is faster, more expensive. Which one do you [34:17] Which one feels right for you? So, when it comes to the So, we have um [34:25] we're not always So, we are profitable per show. Yes. Okay. Profitable per show. [34:30] But sometimes what ends up happening is like let's just say it's a a Wednesday, right? Are you on cash based accounting or [34:37] acrruel? Probably cash. Yeah. So you might like if basically if you run a physical products business [34:45] which you do here you're like okay we made money now let's take all of that profit gross profit [34:51] that we had and go buy more [ __ ] so we can sell more [ __ ] right right so this is where like you probably [34:57] have what's your like what's your financial the financial side of the business the financial ops look like [35:02] my accountant handles it your who my accountant oh your accountant does it okay [35:08] you will need to have soon a relatively strong finance person [35:13] uh who can give you better forecasting so that you can it's not just like how much cash we have in the bank account, let's go buy more [ __ ] It's like we can [35:19] only afford to buy this much given this growth rate that we want to have. Mhm. Um otherwise you will get into these [35:25] probably cash crunches that you're feeling right now. It's not that the business isn't profitable cuz I'm guessing the headcount's not super. So, [35:32] so our so our shows will make anywhere from like 5 to 7,000 in profit depending on like the volume that we did that day. [35:38] So, we know the profit like per show. However, um that's where the skill comes into play. [35:44] Like if a show is not going well, we need to have that person trained to be able to do the do the thing and and so [35:50] that's why not knowing how much to pay them is the Well, I mean, I think doing a percentage would make sense. [35:56] Percentage of profit. Yeah. Like a salesperson. Okay. And so you can buy or build that, [36:02] right? So you buy it as I would just go to many micro influencers who are already like on Amazon hawking stuff and [36:08] be like, "Well, they already do live streams and they already do sell [ __ ] and I bet I could teach them to do this [36:13] for me." That is a buy version because you already know it's already proven. You're just saying, "Hey, do it under my umbrella." The build version is that you [36:18] have to kiss a lot more toads and try and look for who has [36:24] already built in a bunch of soft skills. Mhm. And then you can hire for the [36:30] smallest skilled efficiency that you know how to train. Okay. So, Amazon affiliates. Well, you can do either, but like Yeah. [36:35] I mean, obviously this is going to be a lower risk thing and then you just have to have some agreement that they're going to only sell for you for x period of time. [36:40] Mhm. Like a contract. Yeah. Like a contract. Thank you. Yes. But I would but big picture because I [36:45] want to make sure that you're good. Um the indeed warehouse stuff that's just like commoditized. I mean you have a [36:51] warehouse, maybe you have to have it for your business, but like I don't see that as like that's not a core differentiator. You might h you're not [36:57] different because you have a warehouse behind you. That's not special. So the roles that you have there, it's like they need to [37:03] be like have a pulse, have a good leader there, let them just deal with it. Your your star factor is going to be your [37:09] ability to train people to sell. Mhm. And so that's like where is your what is [37:15] like what is the true pinpoint of where the most value gets created for you as the founder, the entrepreneur is that [37:20] you need to be able to take somebody and teach them to sell. I Yeah. Um my [37:26] and you have to break it down in in terms of the most concrete language you [37:31] possibly can. And so think of everything purely in terms of behavior and do do [37:36] not use any amorphous words. So and like I need you to have higher energy. That means nothing. I need you to raise your [37:42] voice. I need you to talk faster. I need you to have your shoulders back. You have to describe things that people can [37:48] see and then other people will describe them as having high energy, having charisma, having confidence. And so if [37:53] you want to teach someone to present, you have to tell them what to do with their body and their voice and it will [37:58] be far faster for you. And what you'll find is the training lap, the reason it takes so long for people to train or [38:04] they can or they can't train sales people or presentation people is because they literally do not use words that [38:10] other people understand. Like this is the problem. This is why most companies cannot teach people to do [ __ ] because [38:15] they say have more charisma and then the person listens and it's like I'll translate that into what I think [38:21] charisma means which who [ __ ] knows what they think it means right and then we're just playing this telephone game where no one agreed on what are the [38:27] behaviors I want you to do that will compress the amount of time that it will take you to get some one up to speed and [38:33] two long term if you can develop this sales training then you can have a stable of stallions that are on 247 for [38:39] you working in your in your barn So that I don't know why it's animals now, but let's go with it. [38:45] So that that's actually that brings up the a good point. So [laughter] I I I have um so my girl, like I said, she's [38:52] my house cleaner, shows up at my my door one day. She's she's like, "Hey, I want to be you." [38:58] Yeah. And she's like, "I'm a copy and paste of you." And she became me. Yeah. Now there's a little bit like a little [39:04] bit of a how can I cuz obviously I had to learn the care part like from Leila. [39:10] [snorts] Um, so I learned to care a part. Um, [laughter] and um, now I have it, but [39:16] then I've seen her I mean I've seen situations kind of like not go the way [39:21] they should because she's too she's a copy and paste of me from yesterday. Uhhuh. So um, I'm starting to see those. [39:28] What's the problem? Human put her in front of the camera, have her sell, and get her out of the [39:34] building if like if she can sell. Yeah. So let her sell. Don't have her manage people, have her sell. [39:40] Got it. Understood. Thank you. [laughter] This is good talk. Yeah. Okay. Thank you. [39:46] Real quick, I have a gift for you. This is the $100 million scaling road map. It's something that my team and I put [39:51] 200 plus hours into building and breaking the stages of scaling into 10 steps. All right. And so what we did is [39:57] we broke down everything that got us basically got us stuck and what we did to break free at each level of the [40:02] business. And if you'd like to know what product, marketing, sales, customer service, IT, recruiting, human uh [40:08] resources, and finance look like at the stage that you're currently at, this is a free gift. So all you have to do is go [40:13] to aquis.com/romap. You can plug in your business information. And if you want our help, you want my help to help you [40:19] break through whatever level of scaling you're at. This is not a promise. I'm just saying I'd love to help. Um on the thank you page, you can book a call. Uh [40:25] every month we have a workshop out here at my headquarters. She actually talked to my real team that does does our [40:30] marketing, does our emails, does our ads, does our copy, does our does our does our sales, does our finance, does our recruiting. The real people are [40:36] doing this at a very high level. And what's really cool about that is that they can typically find and spot what the constraints are in a business like [40:43] that. And so it's one of the most valuable things that I could possibly do. Obviously, you know, space is limited based on our actual headquarters. Um, but if that's [40:49] interesting, on the thank you page, you can book a call. No pressure. This is a gift either way. It's absolutely free.

===FILE=== 8N8_Jgx97jA - Your Team Won’t Change Until You Do.txt
https://youtu.be/8N8_Jgx97jA
Your Team Won’t Change Until You Do

[0:00] Bobby, damn businesses are ruthless. No, [0:03] man. Standards. [0:05] Like standards, bro. Like every business [0:07] that you like that you think does a [0:09] [ __ ] amazing job, they have [0:11] standards. Every business that you think [0:13] is a piece of [ __ ] that you're like, [0:14] "Fuck that business." That's because as [0:15] an owner didn't have standards, period. [0:20] And the vast majority of owners don't [0:21] have standards that they communicate [0:23] into observable actions. And they don't [0:26] even model what they want to have done. [0:27] It's like it's like somebody saying, "I [0:28] want all my team to show up on time or I [0:30] want all my team to show up early and [0:31] they're not there early." Like you have [0:32] to lead by example or no one takes you [0:34] seriously. Like there's a story of [0:36] Gandhi where a woman comes to Gandhi and [0:39] she says, "Gandhandi, can you help my [0:41] kid uh stop eating candy and sugar?" And [0:45] he says, "Okay, come back to me in a [0:47] month." And so the mother comes back [0:48] with the kid and says, you know, Gandhi, [0:50] can you help my my kid stop eating [0:52] sugar? Uh and so Gandhi looks at the kid [0:54] and he says, "Stop eating sugar." And [0:55] then the kid stops eating and she's [0:57] like, "Why did that take a month?" And [0:58] he's like, "Well, I had to stop eating [0:59] sugar." [1:00] And so, like, that is how you lead. If [1:02] you're a business owner and you are not [1:04] growing as fast as you'd like, I'd like [1:06] to give you a free gift. So, my team and [1:08] I put together the $100 million scaling [1:10] road map, which is basically 200 hours [1:12] of us looking over all the portfolio [1:13] companies we've had and what stages of [1:16] growth they went through and more [1:17] importantly, where they got stuck and [1:19] how they got past it. And so we broke it [1:21] into these 10 stages and we made this [1:23] little kind of quiz thing where if you [1:24] put in your business information, it'll [1:25] tell you where you're at and the most [1:27] important part for you, what to do for [1:29] each of functions of the business across [1:30] product, marketing, sales, customer [1:31] success, recruiting, IT, human [1:33] resources, and finance. And so no matter [1:35] what you're struggling with, someone [1:37] else has already struggled with it and [1:39] solved it. And so I'd like to give you [1:40] this thing absolutely free. free. You [1:41] can go to acquisition.com/roadmap, [1:43] plug in your business information, and [1:45] if you want us to actually help you [1:47] deconstrain the business and you're [1:49] trying to scale, we'd love to help you [1:50] out on the thank you page. You can just [1:51] book a call with my team and we will [1:54] look into the business, see if we can [1:56] help, and if we can, we'll invite you [1:57] out to Vegas and we'll do this in person [1:59] live.

===FILE=== 8TVWULd5a8M - Helping a $1M Agency Hit $10M (17% Monthly Churn).txt
https://youtu.be/8TVWULd5a8M
Helping a $1M Agency Hit $10M (17% Monthly Churn)

[0:00] Not much. Hey, first and foremost, I [0:02] just want to say Vantage has been an [0:04] absolute game changer. The AI, the AI [0:06] is, to put it in Justin's words, [0:09] disgusting. It's given us so much [0:10] clarity on our business. And just like [0:13] the last guy said, like the community is [0:15] just such high caliber people. It's made [0:17] such a big difference. So, thank you. [0:18] I appreciate it. [0:19] Um, getting into my situation. So, I'm [0:22] like the seventh guy to say this today, [0:24] but I'm 24. My wife and I, we just [0:27] learned we have to pay for IVF [0:28] treatments. [0:29] really expensive. [0:30] Sorry. [0:31] And my 23-year-old business partner and [0:33] his wife are pregnant as well. [0:35] It's like a baby. [0:37] Yes. Yes. We basically have a 9month [0:40] time clock going to solve our biggest [0:43] constraints so we can obviously make [0:44] enough money to support them and be [0:46] present with our kids as we're having [0:48] them. Um so for context, we sell done [0:51] for you content marketing services to [0:53] door to door and life insurance [0:54] salesmen. We do content and ads for [0:56] them. We make a million dollars per year [0:59] and we want to be at the $10 million per [1:01] year mark, but our churn averages at 17% [1:04] per month. Um, I think it's an issue of [1:07] being too far down market. Um, and so [1:09] I'm I'm wondering how do I create an [1:11] offer in marketing that will attract up [1:13] market people and decrease our churn. [1:16] Yeah. So, um, okay. So, you're doing for [1:19] uh done for you for Georgia right now. [1:21] Are you helping them attract sales [1:22] people or you helping them attract uh [1:23] like home homeowners? [1:25] Sales people. Helping them grow their [1:26] teams. Yeah. [1:27] Yeah. Yeah. I got it. Okay. Um All [1:29] right. So when you're saying so the [1:32] Okay. So what's are you just doing just [1:35] doing Legion and then All right. Let me [1:37] reverse. Which avatars are working out? [1:42] Really just the higher earnner guys um [1:46] and that that are getting recruits. [1:49] What's really hard about the industry is [1:50] like we can get people to get recruits [1:52] in their downline, but then when they're [1:54] not like [1:55] high enough level people to train them, [1:57] then on the back end, they don't [1:58] actually make any money off. [2:00] No, that tracks. So, what So then if you [2:02] were to say what are the requirements in [2:04] terms of revenue uh for somebody to like [2:07] or or team size for someone to like to [2:10] be a high likely candidate of not [2:12] turnurning? [2:14] Yeah. Our best best clients make over [2:17] 800k a year in in personal commissions [2:20] and plus how much they make on the their [2:21] downlines. Team size, it kind of varies [2:23] by industry how big your team needs to [2:25] be. Um but yeah, like around the 30 [2:28] person mark on their sales team is is a [2:30] good indicator. [2:31] Okay. So to me I hear call it 750 750k [2:36] plus is qualifier number one. Number two [2:40] is you have to have a training system. [2:43] And number three is you need to have at [2:45] least call it 10 plus guys. So if every [2:47] person that you signed up had a training [2:49] system, had over 10 guys in their [2:50] downline, and was doing 750 a year, [2:52] would you say that that would be a good [2:53] avatar to work off of? [2:55] Yeah. [2:55] Okay. So that's number one. Now, um [2:59] what's the price point right now? [3:02] Uh it was we have two packages. Our top [3:05] package was $39.95 a month. Uh lower [3:08] package is 3,000 a month. [3:10] That's weird. That's the same price. Um [3:12] what's [3:14] that? Is the by the way the same price. [3:15] Um from a buying like a buying bucket [3:17] perspective, it's same same. [3:19] Um so [3:21] of these call it three and 4K a month uh [3:24] customers. [3:27] Do you have any idea what the churn is [3:29] amongst these more qualified people? [3:33] A lot lower. Uh I I can't say like [3:35] would you say it's five? Would you say [3:36] it's 5%? Would you say it's 10%? Would [3:38] you say it's half? [3:41] I can say that these people stay for [3:43] like over a year. [3:44] People say for like three months. [3:46] Yeah. Game over. Okay. This is great. [3:47] So, what's CAC right now? [3:50] Uh, including the sales commission, it's [3:51] like 2100, [3:53] dude. Hold on. So, is the only reason [3:55] you haven't scaled this up? Um, well, [3:57] okay, let me ask the other question. [3:58] What percentage of customers are the ICP [4:01] or this good person versus the bad [4:02] person? [4:03] Oh, so low. We have like six uh six out [4:06] of the 40 that we manage that are the [4:09] ICP. [4:09] Okay, got it. So, I think what you're [4:12] going to need to do is this. I'm going [4:13] to give you a short term and long term, [4:15] okay? Because we got to make money [4:16] today, but like [4:17] So, what I want you to do is I want you [4:19] to have um basically 5K [4:24] um as your price to the uh to the [4:26] minnows who are coming in. [4:29] Okay. [4:29] Five or six. I I'm kind of agnostic [4:31] there. uh for minnows and just say that [4:34] it's build quarterly. [4:36] So that's actually a price drop for you, [4:38] but I think if it's build quarterly, [4:40] it'll give them more runway to actually [4:41] like get going and whatnot and it'll [4:42] have a little bit bigger commitment for [4:43] you and you can still generate some [4:44] cash. This is shortterm. [4:47] Longterm, what we need to do is we need [4:48] to change all the messaging [4:51] to the avatar to the correct avatar. [4:55] And so if you only talk to the correct [4:56] advert like whenever you talk to a slice [4:58] of the audience, everything underneath [5:00] always applies and it basically cuts off [5:02] around what you're talking. So if you're [5:04] if I say, you know, million-dollar plus [5:06] business owners, um like obviously we [5:08] qualify everyone for you know a million [5:10] plus um minus the people we [5:12] grandfathered from the launch. Um but [5:15] there's we get tons of people who are [5:17] below that who apply, right? And so we [5:19] just have to qualify the people that we [5:20] sell. And so if the messaging doesn't [5:22] say this, then you're not going to [5:24] attract them. [5:26] Yeah. [5:27] Right. [5:27] Okay. [5:28] Now, how much does because you might be [5:32] a little mispriced because I kind of [5:34] like I kind of like like 5K a month and [5:36] 5K a quarter. [5:39] So 5K a quarter for the [5:40] me. The two tiers. [5:41] Yeah. Because they're too close. 3K and [5:43] 4K is the same number. [5:46] Yeah. [5:46] So I want to take the lower one, make it [5:48] lower. I want it closer to like $1,500 a [5:50] month is what I'm thinking. And then for [5:52] the higher tier, it's like those guys [5:54] the 5k a month is nothing for them, [5:57] right? [5:59] Yeah. But they think it's a lot often [6:01] times. But [6:02] yeah, but I mean no like every they're [6:04] sales people like I mean everyone's [6:06] going to negotiate like every vendor I [6:08] have is charging me too much like like [6:11] whatever. What we care about is their [6:13] behavior. Are they cancelling? No. So [6:15] it's not too much, [6:17] right? Yeah. And are they buying? Yes. [6:19] When you get them on the phone, right? [6:20] Yes. [6:21] Right. So, I I mean, I think, and this [6:23] is you're going to you're going to, you [6:24] know, [ __ ] your pants when I say this. I [6:26] think you're probably going to be in a [6:28] world um where you might be at the 5 to [6:30] 10,000 a month in the not too distant [6:32] future. Remember, if 750K is the [6:33] minimum, right? People above that, you [6:36] know, 60K, 80K, it's not going to make a [6:39] huge deal because if they're going to [6:40] get all the sales people they need to [6:41] triple their income, like what are we [6:44] talking about? You know what I'm saying? [6:45] Yeah. Right. So, two questions with [6:48] that. The first one [6:50] being so [6:52] how we get our leads. Right now, I do a [6:54] little bit of paid ads, but mostly like [6:56] organic content. And I just feel like [6:58] the the amount of people that are in the [7:01] ICP from a content perspective is so [7:04] small. Like I don't know total TAM is, [7:06] but it's not I don't feel like it's [7:08] enough to if I'm making organic content, [7:10] it actually perform well enough. [7:11] Dude, welcome to my world. Do you know [7:13] what percentage of businesses are? One, [7:16] there's 9% of people in a business. Of [7:17] the people that own a business, [7:18] percentage of people that are over a [7:20] million is like 5% of that 9%. That's [7:23] just a million. Forget 10, right? Just a [7:26] million. So, I'm already like half a [7:28] percent of all people. So, like there's [7:31] nothing wrong with saying I'm skimming [7:32] from the top and I'm serving it because [7:34] what here's the thing that that that if [7:36] I could show you a map visually, did you [7:38] watch the um the YouTube video I made [7:40] that was like the 511 rule? Did you see [7:42] that one? [7:42] I haven't seen that one. No. [7:44] Watch it. Okay. [7:46] So, that video basically I put this map [7:48] out where I put a hundred circles to [7:50] represent 100% of people, right? And if [7:53] you draw a line in the middle, if you [7:54] look at all wealth, [7:56] 50 of those dots have $2. [8:01] And then the next like 40% have like [8:04] $25. And then the next 9% have like $36. [8:10] And then the top 1% has like $32. [8:15] And so if you look at that map, the fact [8:17] that you can only serve this tiny amount [8:18] is not a tiny amount of the money. [8:23] So So you think putting out content as [8:26] the main source of getting the leads [8:27] like in terms of [8:29] content and ads? Content and ads. All [8:32] the messaging through the funnel and the [8:33] offer needs to apply to this avatar [8:36] because you're going to spin your wheels [8:37] forever at 70% sure. You're not going to [8:38] grow. Yep. Right. [8:40] Yeah. That's how it's been the last year [8:42] and a half. [8:43] So, you're going to still get minnows [8:45] and that's fine. We're going to put them [8:46] into a lower price at a less frequent [8:48] billing cadence to hopefully give them a [8:49] little bit more on-ramp time without [8:51] them having to make another purchasing [8:52] decision to hopefully get kind of [8:53] upskilled enough to make it work. Inside [8:55] of that minnow thing, I would probably [8:56] include a training on how to build a [8:58] training or just build a [ __ ] [8:59] training and then give it to them and [9:01] then have them execute it. Some of them [9:02] are going to do it, some of them are [9:03] not. This is short-term cash flow. But [9:05] the long-term play, and I need you to do [9:06] this in terms of your data tracking, [9:08] separate out your ICPs from nonICPs and [9:12] then track that churn separately. [9:14] Okay, [9:15] that's the turn I care about. If we can [9:16] get that turn to sub 3% a month, we're [9:18] [ __ ] killing it. [9:20] All right. [9:20] Okay, [9:20] that's the game. [9:21] Amazing. My second question is in terms [9:25] of what that lower So for 1,500 a month, [9:28] we have [9:29] our our like cost to deliver for the [9:32] everything. [9:32] Do less. [9:33] Just do less. Yeah. [9:35] Less pieces of content per month or [9:37] less. [9:37] I mean, realistically, you need to use [9:38] AI more and automate a huge portion of [9:40] that. [9:41] That's real. [9:42] Recently learned that. [9:43] Yeah. [9:44] Yeah. [9:45] Okay. [9:45] Like we have a we have a YouTube channel [9:47] that we just started that with one guy [9:49] and we're putting out 20 videos a day. [9:52] That's crazy. [9:53] That's crazy. [9:54] Right. So like it's you you have to lean [9:56] into this and if your team's not like [9:58] the biggest thing out of all this is you [10:00] like your your cost basis and your [10:02] pricing is based on your old delivery [10:04] model. We need to change the delivery [10:05] model so that you can have significantly [10:06] higher gross margins. That's like big [10:09] flashing Vegas signs. Beyond that is [10:12] change the avatar to 750. They have to [10:14] have training and at least 10 sales [10:16] guys. We can split the pricing for [10:17] minnows and whales. Minnows get 5K per [10:19] quarter. Whales get 5K per month. [10:21] Messaging has to now match this new [10:23] avatar. We need to segment churn. Number [10:25] four, segment churn between the uh ideal [10:29] customers and the minnows so that we can [10:31] actually track once you hit I'll just [10:32] call it 5% a month churn with the [10:35] correct avatar. Scale it. [10:37] Nice. That's amazing. Thank you so much. [10:39] Yes. Super cool. I appreciate [10:41] appreciate you. [10:42] If you're a business owner and you are [10:44] not growing as fast as you'd like, I'd [10:46] like to give you a free gift. So my team [10:48] and I put together the $100 million [10:50] scaling roadmap, which is basically 200 [10:52] hours of us looking over all the [10:53] portfolio companies we've had and what [10:55] stages of growth they went through and [10:57] more importantly where they got stuck [10:58] and how they got past it. And so we [11:00] broke it in these 10 stages and we made [11:02] this little kind of quiz thing where if [11:04] you put in your business information, [11:05] it'll tell you where you're at and the [11:07] most important part for you, what to do [11:08] for each of the functions of the [11:09] business across product, marketing, [11:10] sales, customer success, recruiting, IT, [11:13] human resources, and finance. And so no [11:15] matter what you're struggling with, [11:16] someone else has already struggled with [11:18] it and solved it. And so I'd like to [11:20] give you this thing absolutely free. You [11:21] can go to acquisition.com/roadmap, [11:23] plug in your business information, and [11:25] if you want us to actually help you [11:27] deconrain the business and you're trying [11:29] to scale, we'd love to help you out on [11:30] the thank you page. You can just book a [11:31] call with my team and we will look into [11:34] the business, see if we can help. And if [11:36] we can, we'll invite you out to Vegas [11:37] and we'll do this in person live.

===FILE=== 8g1FXXMqApc - How to Fix a Broken Sales Funnel.txt
https://youtu.be/8g1FXXMqApc
How to Fix a Broken Sales Funnel

[0:00] Hi. Hi, Alex. My name is Dr. Ann Trong. [0:04] And so I'm a medical doctor. We [0:06] specialize in sexual health. Um, and [0:10] currently we're at 3.8. Would like to [0:14] get to 10 mil, uh, or more a year. Um, [0:18] and so, [0:20] uh, what is stopping us is that we I use [0:24] your AI. Okay. And it it says that we [0:28] don't have a traffic problem because all [0:30] my traffic come from YouTube. It's [0:33] really more of acquisition problem. [0:37] Okay. [0:37] And so uh after talking to you a few [0:40] months ago, we started putting in uh in [0:42] our application. So we have a funnel [0:45] that is an application with questions [0:47] that qualify and disqualify and then uh [0:51] through uh a calendar with then schedule [0:53] with our sales team. [0:54] Okay. So what happened was that we ended [0:57] up getting a lot of uh disqualified [1:01] uh disqualified uh uh applicant which we [1:05] then downell supplements uh for and our [1:09] online coaching program. Okay. [1:11] But that doesn't make as much money as [1:13] our inoff treatment which is from 15,000 [1:16] to 20,000 as well which we really want [1:19] to uh focus on. [1:21] Right. Uh so what the question is you [1:24] know and it's like are we doing [1:27] something wrong in that application [1:29] process? How can we get more qualified [1:32] high ticket um [1:34] applicant uh to the to the sales uh [1:39] call. [1:39] Okay. Two things. [1:40] So we what what we had trouble in the [1:42] past was that we had too many in the [1:44] sales call that weren't qualified. Now [1:46] we don't have enough. And you know what [1:49] how do [1:49] you saying you don't have enough? But so [1:51] you added friction and you got and and [1:53] you have disqualified people who are [1:55] booking. [1:57] Did the percentage of qualified people [1:59] go up when you added friction or down? [2:02] Oh, no. Go down. [2:03] The percentage went down. So you got [2:05] more unqualified people by adding [2:07] friction to your process. [2:09] Yes, [2:10] that makes no sense. [2:14] Yeah, we well we we just put in filters [2:17] as like you know this is not insurance [2:20] covered you know this is yeah uh um the [2:23] price and they click no what you know [2:27] that uh they don't want to move forward [2:29] so that would disqualify it that was the [2:31] only true disqualifiers we had it [2:34] so but those people got disqualified so [2:36] you didn't have to talk to them [2:39] well they get disqualified they don't [2:40] get to the they don't get they don't see [2:42] the calendar to schedule our sales [2:44] team. That's good, right? That means the [2:46] percentage of qualified on the calendar [2:47] went up, right? [2:51] Um [2:53] well, you know, compared No, not [2:55] necessarily. Um [2:57] how hold on, hold on. What are we [2:58] talking about? No, no, listen to me. [3:00] Listen to me. Listen to me. [3:02] How is that possible? If you say there's [3:04] 100 people, half of them are [3:05] disqualified. They hit the disqualified [3:07] button, then half of them that come [3:08] through are not disqualified anymore. [3:09] That means the percentage goes up. I [3:10] want to make sure we're talking about [3:11] reality here. Are like are we on the [3:13] same page? [3:14] Percentage went up. Not absolute [3:15] percentage. [3:16] Yes. [3:18] I want to help. You're just making my [3:19] job hard. So percentage went up. [3:21] Correct. [3:23] Yes. [3:23] Okay. Percentage went up. So are we [3:25] saying that the absolute amount went [3:26] down? [3:29] Yes. [3:29] Great. Now, of the people that did show [3:31] up to the call, were they more qualified [3:32] than before? [3:35] Um, well, you know, our close rate were [3:38] better. [3:39] Okay. Okay. So the quality went up. [3:43] Yes. [3:44] Okay. So the reason I'm orienting you is [3:46] so that we can actually solve the input [3:47] output problem. So you had too much [3:49] flow. We added friction. That increased [3:52] the quality of the throughput. But then [3:53] it decreased the amount which means [3:55] mission accomplished. The next thing we [3:56] have to do is drive more in the front [3:58] end so that we can have a higher [4:01] absolute amount of throughput. That's [4:02] all quality. Right. [4:06] Yes. That makes sense. [4:07] Two options. You can do them both. [4:09] Option number one is that the type of [4:12] content that you're making needs to [4:13] cater better cater to the avatar that [4:16] you're looking for. [4:20] How do I know that? How do I find that [4:22] out? Well, one, the easiest thing you [4:25] can do right now is email all of your [4:27] existing customers and give them some [4:29] sort of prize, some sort of giveaway, [4:31] something to get them to respond and [4:33] say, "Hey, what piece of content you [4:35] come in on or what type of content if [4:37] that's easier?" Um, and you can have [4:39] probably four or five buckets of content [4:40] you currently make. And they will tell [4:42] you which one it was. [4:45] On the sales call, you can also add a [4:46] question, what type or what video got [4:49] you uh here? because that'll start [4:51] orienting what type of thing. Now, [4:53] you're also in person. So, like when I [4:54] ask people who show up uh at a workshop [4:56] here in person, I say, "Hey, what type [4:58] of content do you like?" If I say, "Hey, [4:59] do you like a brutally honest video [5:00] that's about mindset things like that?" [5:02] There's a certain percentage that are [5:03] there. But if I say, "Hey, do you like [5:04] the cash guys video where I do a [5:06] breakdown of the businesses?" The entire [5:07] room's hands raise. And that's a room [5:09] where the average person is doing $4 [5:11] million a year. Those videos do less [5:13] views than me talking about general [5:15] mindset stuff because it's just a [5:16] smaller audience. [5:20] Gotcha. I I know what they're talking [5:23] about. [5:23] Yeah. So, number one, [5:25] email the list. [5:26] Yes. To figure out what type of content [5:28] translates to quality, not quantity. [5:32] Quality. [5:33] Okay. [5:34] Okay. [5:34] That's thing one. [5:35] And then thing two, and you're YouTube, [5:37] mostly used. YouTube, correct? [5:40] Yes. [5:40] Okay. Got it. [5:43] You're How big is the following you have [5:45] on YouTube? [5:48] um 150,000. [5:50] Okay. [5:51] It's probably big enough. Have you run [5:52] meta ads before? [5:55] Uh we did. Uh we ran my ads and the [5:59] applicants weren't qualified, so we kind [6:01] of stopped doing that. We're we're [6:03] trying to do uh YouTube retargeting [6:06] uh ads to the people that watch my video [6:09] and then we got shut down by Google in [6:11] three days [6:11] because it was se because it was [6:12] sexreated, right? [6:14] Yeah. [6:15] Yeah. So, I think that if you audit your [6:17] page to make sure that it's compliant um [6:20] and try and relaunch it, that's probably [6:21] a good idea. The retargeting is going to [6:23] be kind of the lowhanging fruit because [6:25] these are people who already clicked [6:26] over there and so that's just going to [6:28] nudge them along the funnel. But the [6:29] real unlock for you is going to be paid [6:31] ads on either Meta or YouTube or both. I [6:34] think that meta will be easier for you [6:35] to crack even though you have a YouTube [6:37] audience because those people also have [6:40] Instagram and Facebook accounts. [6:44] And I'm going to bet that [6:45] [clears throat] when you ran the meta [6:46] ads before, was that before you did this [6:48] process of adding friction? [6:51] Yes. [6:52] Right. [6:52] So it makes sense. So you ran you ran [6:54] basically open targeting to something [6:56] that had no had no funnel for friction. [6:58] We now have fixed the sales process. So [7:00] we fixed that problem. Now we have to [7:02] fix the traffic problem. So we're going [7:04] to increase the quality of the traffic [7:06] with the type of content you're making. [7:07] And we're increase the quantity of [7:09] traffic by soliciting the audience more [7:10] times and more places by running ads on [7:12] meta and YouTube. [7:14] and running them through our now better [7:16] converting process by percentage. [7:20] Okay. So you feel that meta is [7:22] appropriate. [7:22] Yeah. [7:23] 100%. People who are there well I think [7:25] it'll be easier meta is just I would say [7:27] is easier for people to crack when [7:28] they're starting. [7:31] Okay. Got it. Yeah. [7:33] And then run them through the same [7:34] funnel. [7:34] Certainly try it. [7:35] And let me tell you the type of content [7:36] that you should use. So do you make [7:37] shorts? [7:39] Uhhuh. [7:40] Okay. Find the shorts that are save [7:44] worthy rather than shareworthy. All [7:46] right. So, the type of things that are [7:48] like lists of of processes and steps, [7:49] stuff where you really teach stuff that [7:51] did medium well, those are typically [7:54] going to be the ones that have the [7:55] highest purchase intent. Do you have an [7:56] Instagram? [7:58] Uh, yes, we do. [7:59] Do you make do you post your reels [8:01] there? [8:03] Uh, it's really repurpos [8:07] content to Instagram. [8:08] That's fine. When you look, I want you [8:11] to look at the last year. Look at the [8:13] one that has the the highest saves to [8:15] likes percentage. So, the most saves, [8:18] and run the top 10% of those as ads on [8:22] Meta and then direct them down the [8:23] funnel that we just fixed. [8:26] And if you want, do people fly in for [8:28] your services or no? [8:31] I'm sorry. What's the problem? [8:32] Do they fly into your services? [8:35] Uhhuh. [8:36] Okay, then fine. You can run it [8:37] national. [8:40] [clears throat] [8:41] Yeah, they they come from all over. [8:44] Great. Then yeah, you can run it as a [8:45] national play. Yep. Run as a national [8:47] play. [8:49] Okay, [8:50] great. [8:50] Yeah, [8:51] we fixed one problem, which now we have [8:52] the next one. Yeah, perfect. You got [8:54] this. [laughter] [8:56] Thank you so much. [8:57] You bet. [8:58] All right, we'll talk soon. Good luck. [9:00] I'll see you on the inside of the group. [9:02] All right, see you. If you're a business [9:04] owner and you are not growing as fast as [9:06] you'd like, I'd like to give you a free [9:08] gift. So, my team and I put together the [9:10] $100 million scaling roadmap, which is [9:12] basically 200 hours of us looking over [9:14] all the portfolio companies we've had [9:15] and what stages of growth they went [9:18] through and more importantly where they [9:19] got stuck and how they got past it. And [9:21] so we broke it in these 10 stages and we [9:23] made this little kind of quiz thing [9:25] where if you put in your business [9:26] information, it'll tell you where you're [9:27] at and the most important part for you, [9:29] what to do for each of functions of the [9:31] business across product, marketing, [9:32] sales, customer success, recruiting, IT, [9:34] human resources, and finance. And so no [9:36] matter what you're struggling with, [9:38] someone else has already struggled with [9:39] it and solved it. And so I'd like to [9:41] give you this thing absolutely free. [9:42] free. You can go to [9:43] acquisition.com/roadmap, [9:44] plug in your business information, and [9:46] if you want us to actually help you [9:48] deconrain the business and you're trying [9:50] to scale, we'd love to help you out on [9:52] the thank you page. You can just book a [9:53] call with my team and we will look at [9:56] the business, see if we can help, and if [9:57] we can, we'll invite you out to Vegas [9:58] and we'll do this in person live.

===FILE=== 8pzL2ZSgW-E - The Problem with Getting Advice for Your Business.txt
https://youtu.be/8pzL2ZSgW-E
The Problem with Getting Advice for Your Business

[0:00] How do you know what you don't know? [0:02] This ignorance debt that you talk about. [0:03] Oh yeah. Um, [0:09] it's a really good question. I mean, I [0:11] spent the I spent I spend all the time [0:13] and all the money that I have to try and [0:14] solve ignorance debt. And so I don't I [0:16] don't know if there's a solution besides [0:18] like trying to talk to people who are [0:21] ahead of you who can help you look [0:23] around corners and being it's it's I [0:25] think I think advice is one of the [0:27] hardest things to even think about [0:29] because so much advice is wrong because [0:31] people lack context right or they have [0:33] misaligned incentives which is huge. [0:34] Either they lack lack context, they lack [0:36] confidence or lack incentive. And if you [0:38] have any of those three that are off the [0:39] advice is not necessarily good. And so [0:42] and that's it's common to have one of at [0:44] least one of those three off. And so [0:45] it's like advice is so tough. Um because [0:48] at some points like you have to have a a [0:50] a parallel kind of engine that's like I [0:52] have to be willing to take advice but I [0:53] have to run it through some sort of [0:55] filter that I'm responsible for which [0:58] you know typically be some sort of you [0:59] know first principles reasoning of like [1:01] does this make sense given the the [1:02] things that I absolutely know to be [1:04] true. Um and a lot of people can't [1:06] bridge that gap. And so there are some [1:07] people actually do have maxed out um [1:09] execution. But the problem is they [1:10] change direction so quickly because they [1:11] will just listen to different people who [1:13] give them different advice that's [1:14] conflicting. And not because anybody has [1:16] bad intentions, but just because they [1:18] either aren't competent enough or they [1:19] don't have enough context or both. [1:20] And human beings are wired, they learn [1:23] from people with higher social status. [1:25] They look somebody [1:26] Yeah. [1:27] achieve some kind of skill and they [1:28] listen to that person. [1:30] Tell me about that. And how does that [1:32] act as a guide to contextualize [1:34] information? [1:37] So really interesting question. Um [1:40] because [1:41] it's so I think it's it's like what so I [1:44] think many people give advice some [1:47] people's advice is listened to more than [1:48] others which we could latter up to like [1:50] some people have more influence than [1:51] others and then it's then what then what [1:54] are the things that create influence [1:55] that make your advice more likely to be [1:58] followed than others and so you have [2:00] status which is somebody who who is [2:02] controlling reinforcers. So if you have [2:04] money, you have fame, you have something [2:05] that other people want and you control [2:06] that, then that gives you status in any [2:08] in any situation, right? Like if you're [2:10] a bartender in the bar, you have status [2:13] because you control scarce resource. As [2:14] soon as you walk out of the bar, your [2:16] status disappears. But right in the bar, [2:17] you have power or excuse me, status. Um [2:21] you've got credibility, which is that [2:22] you've said something that would occur [2:23] and then it does occur. Uh you have uh [2:25] power, which is say do correspondence, [2:27] which essentially like if I say, "Hey, [2:30] follow this recipe and this is going to [2:31] happen and it's a good thing." and then [2:32] someone follows the recipe and then that [2:34] happens then they're more likely to [2:36] adhere to instruction uh later and then [2:38] finally of likeness which is uh how [2:41] similar are we like I'll tell you a [2:43] story so I had um so we had a small [2:46] event at our headquarters and uh there [2:49] was a a a logging company like loggers [2:51] like lumberjacks and the guy comes up to [2:54] me the guy who's running it and he's [2:56] like dude I've grown this thing from you [2:57] know uh $2 million a year to 13.9 [3:00] million in the last four years just [3:01] listening exclusively to your content [3:02] Um, and I was like, "That's awesome." [3:05] And he said, "Um, is there any way we [3:06] can get a picture?" And so, um, I was I [3:09] was before I like had a chance to [3:11] answer, um, he said, just because, um, [3:15] you have a hardcore following in the [3:18] logging community. And I was like, "What [3:20] do you mean?" He's like, "We're all Mosy [3:22] Nation." But it was like it was like [3:23] dead serious. And I remember thinking [3:25] about that and I was like, "Well, that [3:26] makes sense." I was like, "I look and [3:29] dress like this." I was like I have such [3:31] similar likeness you like just like I [3:33] have that as a baseline and then that's [3:35] like for the whole community and then [3:36] the other three above that it's like do [3:38] I control some sort of you know [3:39] reinforces they want which might be fame [3:40] or money sure I've got that then it's [3:42] like okay have I done did he do things [3:45] that I told [snorts] him to do and good [3:47] things happened yes so I had power that [3:49] was checked off and so it's like you can [3:50] look through that as your litmus test to [3:53] how much how much people or a specific [3:56] person will adhere to your directives um [3:59] based on that criteria And that's kind [4:00] of how I like reverse engineer that of [4:01] like okay how much influence do I have [4:03] in a given context [4:05] and there's a fifth column which is [4:07] truly first principles thinkers being [4:09] able to take in information that you're [4:11] giving apply kind of pattern matching to [4:14] their own experience and saying this guy [4:16] knows what he's talking about. [4:17] Yeah. I see this as just like this is [4:19] the psychology side, the soft human side [4:21] of human behavior. And then there's the [4:24] physics that's kind of like the art and [4:25] the science. Like then there's the [4:26] physics side of like well if we want to [4:28] boil water and we want to boil water at [4:30] 100° it's not going to happen. So like [4:33] if that's what was required to get this [4:34] water over there and it has to be [4:35] boiling it's only 100 like it's not [4:36] going to happen [4:37] because I found it really interesting [4:38] and par almost paradoxical the your mosy [4:42] nation in Silicon Valley is mostly the [4:45] super successful entrepreneurs and the [4:47] billionaire venture capitalists and the [4:49] reason my theory for that is they're [4:52] able to appreciate your first principles [4:54] thinking despite maybe a a pattern [4:58] matching [laughter] [4:59] that does not match the Evan Spiegel and [5:01] the Mark Zuckerberg. It is something [5:03] that we've seen, me and my partner [5:05] Curtis see it all the time. [5:07] The smartest people are like, "Yeah, I [5:08] love I love Herozi. I listen to all this [5:10] stuff." And the other people are [5:12] inadvertently saying, "Well, I don't [5:14] love the titles. I don't love the [5:15] packaging. [5:16] Like, it doesn't pattern match to what I [5:19] think is is a great first principle." [5:21] Well, that just made my day. So, great. [5:22] I'm glad the billionaires in in in the [5:24] VC world like my stuff. Real quick, if [5:26] you're a business owner and you are not [5:28] growing as fast as you'd like, I'd like [5:30] to give you a free gift. So, my team and [5:32] I put together the $100 million scaling [5:34] roadmap, which is basically 200 hours of [5:36] us looking over all the portfolio [5:37] companies we've had and what stages of [5:40] growth they went through and more [5:41] importantly where they got stuck and how [5:43] they got past it. And so we broke it in [5:45] these 10 stages and we made this little [5:47] kind of quiz thing where if you put in [5:48] your business information, it'll tell [5:49] you where you're at and the most [5:51] important part for you, what to do for [5:53] each of functions of the business across [5:54] product, marketing, sales, customer [5:55] success, recruiting, IT, human [5:57] resources, and finance. And so no matter [5:59] what you're struggling with, someone [6:01] else has already struggled with it and [6:03] solved it. And so I'd like to give you [6:04] this thing absolutely free. You can go [6:06] to acquisition.com/roadmap, [6:07] plug in your business information, and [6:09] if you want us to actually help you [6:11] deconrain the business and you're trying [6:13] to scale, we'd love to help you out on [6:14] the thank you page. You can just book a [6:16] call with my team and we will look at [6:18] the business, see if we can help, and if [6:20] we can, we'll invite you out to Vegas [6:21] and we'll do this in person live.

===FILE=== 9NK1YsX6IWc - Charge Premium Prices in a Commoditized Market.txt
https://youtu.be/9NK1YsX6IWc
Charge Premium Prices in a Commoditized Market

[0:00] Many people still have terrible offers [0:02] and/or terrible lead magnets. So, I'm [0:04] going to cover kind of like the common [0:06] troubleshooting that I go into with [0:08] people who have bad offers, bad lead [0:11] magnets, or both. All right, so let's [0:13] just focus on the offer side. I forgot [0:16] to put the little thing so that it uh [0:17] comes one at a time. So, I apologize. [0:20] So, these are these are all popping up [0:21] at once. Okay, so let's imagine [0:25] that and this is actually probably the [0:27] most common thing like this is [0:29] especially true with home services, but [0:31] if you are in an industry where it's [0:32] very difficult for other people to [0:34] compare your offer or very easy for [0:35] people to compare your offer to someone [0:36] else's, you need to win on one of these [0:38] three vectors, you need to either be [0:40] faster than somebody else, you need to [0:41] be less risky than somebody else, or you [0:43] need to be easier or multiple. But you [0:46] have to from a strategy perspective, you [0:48] want to focus on at least one of those [0:49] three things. And so whether you're [0:51] doing kitchen remodeling, you're doing [0:52] roofing, you're doing concrete, it [0:54] doesn't matter. There's always a way to [0:56] be faster, there's always a reason to be [0:58] to less be less risky. There's always a [1:00] way to make it easier for the customer. [1:01] I promise you, there's always a way. Now [1:03] then you might think, "Oh, but I can't [1:05] afford to do that." No [ __ ] That's why [1:08] you raise your prices to reflect this [1:10] premium because you're no longer [1:11] commoditized product. And guess what? [1:14] People will pay for it. [1:17] So what I would encourage you to think [1:18] about your offer is what would it take [1:22] for me to get this outcome for a [1:24] customer in one-third the time [1:27] like actually answer that question? This [1:30] is why it's good to do this with your [1:31] teams. Like what would it really take? [1:33] So rather than saying we can't do it or [1:35] we can't afford to do it, answer the [1:37] damn question. What would it take? Now, [1:40] if it would take paying contractors 50% [1:44] more to get them to do same day, next [1:46] day responses for you, fine. Then the [1:49] next question is, can we sell that to [1:52] customers? Now, if the answer is yes, [1:54] then ding, ding, ding, we have a winner. [1:56] Now, if the answer is no, then we just [1:58] go up market to rich people who [1:59] absolutely value speed, risk, and ease. [2:03] So, if you need to improve the offer, [2:06] one of the first places I look is speed, [2:08] right? What would it, you know, what [2:09] would what would it take for us to get [2:11] to get it all done in one third of the [2:13] time? So, I know we're getting X-rated. [2:16] Did I talk about this? This is this is [2:17] going to be my launch of only Alex. I [2:19] didn't I didn't I didn't tell you guys [2:20] that. [snorts] [2:22] The next one is is risk, right? So, can [2:26] we ensure the biggest fear or can we [2:29] guarantee against it? So, you can think [2:31] about this from a warranties [2:32] perspective. You can think about it from [2:33] a guarantees perspective or one of my [2:35] personal favorites because this is [2:36] something that I've implemented with [2:37] plenty of businesses is you actually [2:39] just get an insurance policy on whatever [2:42] their biggest fear is and you say don't [2:44] worry we cover damages up to X [2:48] because we already have insurance for it [2:51] and you include that into your cost [2:54] which typically is not nearly as [2:55] expensive as you think as you think it [2:57] would be. So, that's the second vector [3:00] that you can consider from a from a from [3:01] an offers angle. [3:03] And yes, I'll be here all night and I [3:05] I've got even less underneath. Calm [3:07] down. Uh [3:10] so the third uh is ease. And so the way [3:13] to think about ease is how much can we [3:15] kind of prepare the way for the customer [3:17] ahead of time? Like how can we prepare [3:19] for them? Is there anything we can do in [3:21] the intake? Is there anything we can do [3:22] the onboarding? Can we do any kind of [3:23] this prep ahead of time so we can do [3:25] pre-work for them so we can make their [3:27] experience that much more seamless? And [3:28] what's crazy is that so few businesses [3:30] think this way or do it that customers [3:32] will almost always appreciate and [3:35] recognize it when you do in your [3:36] business, right? like this is this is a [3:38] this is a a soft toss. But for those of [3:40] you who have been out to L1 um or L3 or [3:44] L2 for for in person, many of you can [3:46] probably tell like we take a huge amount [3:48] of care in making this an exceptional [3:49] experience for everyone and try to bring [3:51] in as many of these tiny little details [3:52] as we possibly can. Um so like when [3:55] people know your name when you walk in, [3:56] they know about your business. Like all [3:57] that stuff takes work on our side so we [3:59] can make it a delightful experience for [4:02] you. [4:03] And so when we're thinking about the [4:05] offer like I think about these value [4:07] vectors because these are the things [4:08] that are really going to drive the [4:09] business. And right now if you're like [4:11] I'm suffering because I'm a commodity. [4:12] This is how you solve it. Now the fourth [4:16] one here is now introduced because we [4:17] have money models book out. But you can [4:19] always just wrap what you currently have [4:21] in giveaways. Win your money back decoy. [4:23] Pay pay less now pay more later or buy [4:25] XKY free. So you can immediately take [4:27] whatever it is that you're selling and [4:28] you're like, "Man, if I could just get [4:29] cheaper leads, then do one of the [4:32] attraction offer mechanisms, do a [4:34] giveaway, do a kitchen remodel giveaway, [4:36] and I promise you, guess what? You call [4:38] everybody else uh who's in second place [4:40] uh who who who didn't win the grand [4:42] prize and offer them a second place [4:43] prize. Offer them a participation pro. [4:46] Hey, here, second place, by the way, is [4:48] $2,000 discount on your kitchen. You [4:50] won. Congrats." Right? And if it's [4:53] something that's more service based [4:54] where they have to do stuff, win your [4:55] money back works awesome. If you have a [4:57] more transactional style business, decoy [4:59] works great. Uh, buy get free works in [5:01] so many different versions of this. The [5:03] key with buy free by the way guys is you [5:06] want to give away more free than someone [5:07] pays for and you just adjust the price [5:09] accordingly. So let's say instead of uh [5:11] let's say it's $100 a month for 12 [5:13] months, it would be,200 bucks. What you [5:15] do is you do like buy six get six or buy [5:17] four get eight. That's like a crazy [5:20] deal, but you just make the four $300 [5:23] each. [5:24] Just big tip. Um, and you know, check [5:28] with the legal people in your area, all [5:29] that stuff. Okay, great. Advertising [5:32] laws differ by by county and region. And [5:34] so, check with your attorney to make [5:36] sure that things are advertising [5:37] compliant. But these are the things that [5:39] I would do upfront to improve my offer. [5:42] Now, this one is super common, and let [5:45] me see if I include this in my examples. [5:47] Yeah. [5:48] before I do. Okay, [snorts] [5:52] we have a relatively large brand, right? [5:55] And you might think, oh, uh, if I [5:59] if I had Alex's brand, then I would be [6:01] able to just say like, hey, just give me [6:02] money. Doesn't really work that way. And [6:05] so, you might find this interesting. Uh, [6:07] we run ads for our workshops, right, [6:09] that we have here in Vegas. And we also [6:12] run ads to the scaling roadmap, which is [6:14] a lead magnet that I made. Now, here's [6:16] what's really interesting. [6:19] The direct to workshop ads have higher [6:22] rorowaz upfront, which sounds kind of [6:26] obvious. Oh, when people come say, "Yes, [6:28] I would like to buy a workshop." And [6:30] then we offer them a workshop, more of [6:31] them buy it. Duh. But what's more [6:34] interesting to me is that the scaling [6:36] road map has higher rorowes overall. [6:39] ah when you expand out the time horizon [6:44] and and this is the part that people [6:45] miss and it scales better. So workshop [6:51] is a very direct call to action and if I [6:54] if I if I made my whole business about [6:56] saying hey come to a workshop it would [6:58] be tough because I'm only going to be [6:59] offering the people who are the absolute [7:00] warmest in my audience right and so you [7:04] guys if you hopefully you went through [7:05] the hooks and uh hooks playbook and the [7:07] goated ads playbook and if you didn't [7:08] shame on you because you should but we [7:10] talked about this with this uh the the [7:13] pill the the advertising stages of [7:16] awareness excuse me [7:18] if I'm just saying, "Hey, buy a [7:20] workshop." I'm really only hitting these [7:22] two segments of the market, which are [7:23] not that big. But if I'm if I'm going [7:26] scaling roadmap, I'm going to be able to [7:28] get way more people up here than all of [7:31] this put together, right? And so if I [7:34] have higher rorowes here and I can reach [7:36] more customers, it's by far better front [7:38] end, which is why I still, it's so funny [7:41] because I hear people be like, "Lead [7:42] magnets don't work." It's just like it's [7:44] small businesses who say this, right? [7:47] And small is relative. Maybe maybe the [7:49] person you listen to is making $5 [7:50] million a year, whatever. But like [7:53] everything's relative here. And so it's [7:55] not right or wrong. If you only are [7:57] trying to make a smaller amount of [7:59] money, you for sure will get higher row [8:00] if you just say, "Hey, go buy my stuff." [8:02] Like there's no question about that. But [8:04] if you want to get into huge higher [8:06] realms, you have to soften the ask and [8:08] make it more attractive for people to [8:10] take action and then create the [8:12] conversion process around that. if you [8:15] have a better dream outcome match. So, [8:17] right now it's like my lead magnet is [8:19] just not first off, many of you don't [8:21] have these. You just straight up, [8:22] especially you home services guys, you [8:24] guys do this all the time, right? Like [8:25] you're like, I'm just running Google ads [8:28] to my website. I'm like, well, what's on [8:29] your website? They're like, well, just [8:30] my website. I'm like, and then you look [8:32] on it, it says request quote. For the [8:33] love of God, no one wants to request a [8:35] quote. All right, so give them something [8:37] in exchange for their contact [8:38] information. And how do we make it even [8:40] more enticing? Give them something they [8:42] actually want. Give them a better dream [8:44] outcome. Describe it in their own [8:46] language of what they want. Right? 11 [8:48] frameworks we use to build wildly [8:49] profitable gyms. Helpful. Now, there's [8:52] three types of lead magnets. You can [8:54] reveal a problem, you can do a trial of [8:56] the solution, or you can do a one step [8:58] of multi-step. All right, this is a [9:00] splinter offer. So, reveal a problem. [9:02] Seven mistakes homeowners make when [9:04] fixing their HVAC. Very simple, right? [9:08] Trial solution. Hey, so I actually had a [9:10] really cool company come out for an L3 [9:12] last week. Um, basically they had [9:15] figured out how to get any local [9:17] business onto number one, two, or three [9:19] in local maps. That was all they do. [9:21] They just get people on one, two, or [9:23] three when someone searches like, you [9:24] know, gym near me. One, two, or three [9:26] local maps. That's what they're they're [9:28] able to do. And so their their whole [9:31] lead magnet is we'll just get you one, [9:32] two, or three for free, and then we'll [9:34] call you in seven days and ask you if [9:36] you still want it. [9:38] It works great. [laughter] [9:40] They're crushing it. All right? Like if [9:42] you can give a trial of the solution, [9:44] one of the most valuable ways to do it, [9:45] super easy. You will get a ton of leads [9:47] for it. Now, the third is the one step [9:49] of multi-step. This is a splinter offer. [9:51] All right? So, I had a Cash guys episode [9:53] where I had a lady named Ashley who did [9:55] fashion consulting. And so, she had a [9:58] request a quote type thing like just [9:59] book a call with me for an assessment. [10:02] It's okay. It's just like I' I'd rather [10:04] have some sort of incentive to do it, [10:07] right? And so we came up with she's [10:09] going to figure out my my color palette, [10:11] right? Like what are the what are the [10:12] colors I should be wearing with my skin [10:14] tone, with my personality, with my [10:15] whatever with my zodiac sign. Who cares? [10:17] All right, but the point is I'm going to [10:19] get some some sort of value from this [10:21] exchange. So then I ask, okay, how [10:22] quickly can you automate it? And she's [10:23] like, yeah, I can auto quickly. It's [10:24] like great. So that's what we can do. [10:26] And when you do a one step and [10:28] multi-step, everyone like my push back [10:30] that I almost always get is everything I [10:33] do comes together. [10:35] No, it doesn't. There are always pieces [10:38] that you do in a process. Well, I I'm [10:40] not going to fix someone's door. It's [10:42] like, well, you can fix part of it. You [10:44] can put a coat of paint on. You can put [10:45] a sealant on before you before. There's [10:47] always you can just measure it. Like, [10:49] you can There's always some piece that [10:50] you can pull out and say, I'll do this [10:52] for free or for a significant discount. [10:55] And so, let's think about it like this. [10:58] Let's say that you have an offer. All [11:00] right. Let's see if my drawing is going [11:02] to be up to up to snuff here. [11:10] messed that one up. All right, there we [11:12] go. Let's Oh, I almost had it. I just [11:15] messed it up. Okay, so we've got this [11:17] this this offer that has A, B, C, D. We [11:20] got four components to our offer, right? [11:22] And let's say you currently sell this [11:24] for $2,000. [11:28] It's often more powerful for you to have [11:31] just take this guy, [11:33] move it over here, and have [11:42] B over here. [11:44] That's gone. And then give this away for [11:47] 90% off [11:52] or free. [11:59] And then once someone has this, they [12:01] then want to buy ACD. [12:04] That's how that works. And so there's [12:07] almost always a version of this that can [12:08] get someone in the door. And this is [12:11] also how you can make what I prefer to [12:12] have, which is insane discounts. Not [12:14] like I hate the idea of a 10 or 20% [12:16] discount. There's no point, right? I [12:18] want to have crazy discounts because I [12:19] want I want a discount to be significant [12:21] enough that it changes someone's [12:22] behavior. And so a 90 or 80% discount [12:25] that will change people's behavior. And [12:26] the reason I do that is I can just pull [12:27] it off on something that cost me very [12:29] little so that I can then create my [12:31] upsell process into my main thing. This [12:33] will help you get cheaper leads. [12:37] So many of you right now your offer [12:40] sucks, which is why you can't get cheap [12:42] leads for whatever business or market [12:44] you're in. You don't promise anything [12:46] around speed. You don't promise anything [12:48] around ease. You don't do anything to [12:49] reverse risk. And you don't have to do [12:51] all three to be clear. just focus on one [12:53] and hammer it and do it really well. And [12:56] preceding your offer, you just don't [12:59] have anything and you don't give people [13:00] a good reason to engage in your ads and [13:02] actually give you their cocktail [13:04] information. So, make something that's [13:07] really compelling. My personal favorite [13:08] way of giving lead magnets is give [13:09] something that people other people [13:11] charge for. The the more real the lead [13:13] magnet is, the more that it actually has [13:15] true cost, the more likely it is that it [13:17] will work.

===FILE=== 9_UfW-kknqQ - You Need Recurring Revenue.txt
https://youtu.be/9_UfW-kknqQ
You Need Recurring Revenue

[0:00] Um, I do about $12 million a year. [0:02] Amazing. [0:02] I coach real estate agents. Um, I teach [0:05] them social media marketing and sales. [0:07] And my biggest constraint, well, I'm at [0:10] the 12 million. I want to get to like [0:11] 36. [0:12] Um, and I think it could easily be done, [0:14] but not so sure with my avatar. [0:16] Okay. [0:16] Um, I think my biggest constraint is I'm [0:18] kind of like at a point where I'm ready [0:20] to sort of venture past just real estate [0:22] agents [0:23] and but I'm not exactly sure, you know, [0:26] what I should be doing and who I should [0:27] be going after. Um, I love high ticket [0:30] sales. So, we do our we average about a [0:32] million dollars a month through selling [0:34] high ticket through a three-day virtual [0:36] event. I've done it five years in a row [0:37] every single month. Um, and so I don't I [0:41] just kind of more of a counseling [0:42] session right now with me. [0:43] I mean, right. Every month she does an [0:45] event and she still makes money. Isn't [0:46] that wild? [0:48] She's making a million a month in [0:49] virtual events. [0:54] Yeah. Brazilian dollars, you know. But [0:56] um [0:58] um okay. So you want to do more. Um my [1:04] wager is that like you could absolutely [1:06] have a hundred million dollar plus [1:07] business in real estate. The issue is [1:09] that there's no revenue retention. [1:11] That's the like you know how to market [1:12] and sell. No question. You're great at [1:14] it. Great on camera. You can pitch. You [1:16] can do events. Like you have all the [1:18] promotion skills. You just don't have a [1:20] thing that's that keeps people. And so [1:23] like if you think about how many people [1:24] you've sold over the last five years, [1:26] like if you had half of those people [1:28] still paying you $2,000 a year, the [1:30] business would be $40 million a year [1:32] right now. Right. Somewhere in that [1:33] neighborhood. [1:34] Totally. Yeah. [1:34] Right. And so the issue is like if I [1:36] could go back in time and redo Gym [1:38] Launch, I would have focused 100% on [1:41] revenue retention and just basically [1:42] disregarded everything else until I [1:43] solved that. Because the thing is is [1:46] kind of like we were talking about [1:46] earlier with the um the leverage for [1:48] monetization. Your ability to blow [1:50] something up will always be there. [1:51] you're always you're like you have [1:53] enough skills, you have enough network, [1:54] you have enough money that you will be [1:55] able to even if things change, you'll [1:56] figure it out. I'm not worried about [1:57] that. And so like the one like the [1:59] deficiency for skills that you have [2:01] right now is around finding a service [2:04] and or product that people don't cancel [2:06] from. And if you can just do that, [2:09] that's the thing that will get you to 50 [2:11] 100 plus. Like that's it. [2:13] So what is it? Well, the thing in real [2:15] estate is that like I'm surprised that [2:17] you never did like your own brokerage [2:19] because your ability to [2:20] Well, no, I do. I have EXP and I'm like [2:22] I'm like top 1% with EXP, you know, but [2:25] Well, doesn't that keep compounding? [2:27] Yeah. Yeah. I mean, all it's doing [2:28] really well. [2:29] No, but like every year does Well, when [2:30] did you start doing it? [2:31] Uh about five years ago or so. [2:34] Okay. So, you started five years ago. [2:35] Then what payouts are you getting from [2:36] EX or X whatever it is? Uh compared to [2:39] 20 grand a month, but it's like passive. [2:40] I don't do any like I zero zero time on [2:42] it. Well, [2:44] it used to be about 50, but with the [2:46] real estate market changing, it's like [2:47] Yeah. Um, no, I meant like I mean they [2:51] have the Rapture model kind of, [2:53] you know. I don't love like I think the [2:55] thing is is like I feel like I'm over [2:56] real estate, you know? They're just a I [2:59] love them. So, if this is on camera, [3:00] don't tell anybody, but I love realtors. [3:02] They're amazing and I always want to [3:03] help them and I can because I [3:04] Yeah. forever and always because they're [3:06] great. They're amazing. [3:07] But I mean, I do the [3:07] I came up from real estate and they're [3:09] like always grateful. [3:10] It's kind of like when you were at gym [3:11] lunch, right? It's like now too I can my [3:13] virtual events I'm not even there. So [3:15] they run five months and I'm not even in [3:16] them. It's recorded. You can't even you [3:18] know you won't wouldn't know it. But so [3:20] I can I can actually do something [3:21] different and and have the time and [3:24] energy you know. I just [3:25] How many hours a week are you spending [3:26] on the business? [3:27] Um I'm kind of a workaholic but I love [3:29] it. Like I'm you know I just but I only [3:31] because I want to because I really enjoy [3:32] it. So [3:33] can I give you a challenge? [3:34] Yes. I stop work at 5 every day. [3:36] Okay. Can you stop work at 9:00 a.m.? [3:40] No. I wouldn't want to. Yeah. [3:41] Well, I want to challenge you to do it [3:43] because I think that you are you have so [3:45] much activity level. Like you have high [3:46] activity. Like everyone here would [3:47] probably say that you have high activity [3:48] just from like hearing you talk. Um no, [3:51] it's a compliment. Um [3:55] you probably do so much in your business [3:56] that you're not even aware of. [4:00] And so I think that like the challenge [4:02] for you is like it's very easy to say [4:04] that'll just run and it'll be fine. I [4:06] want to start this other thing. But it [4:08] it'll it's the same conversation we had [4:10] earlier. Like it won't be fine because [4:11] there's so many tiny things that you do [4:13] because you have so you're so fast in [4:14] your activity that like you don't even [4:16] notice it. You're like, "Oh yeah, quick [4:17] decision there, quick decision there." [4:18] It's like it wasn't even a thing. Like [4:19] you don't even realize the work that [4:21] you're doing. And so I would I'm like [4:23] gung-ho. I'm totally fine on Chris Mayor [4:25] opening, you know, starting the [4:26] Christian More brand and doing whatever [4:29] you want to do on that side. If you want [4:30] to go mass market because that's like [4:31] where your heart's pulling you, fine. [4:34] But the challenge would still be like [4:37] this thing has to truly run without you. [4:40] And so the test is like can you spend a [4:42] month not doing anything and have it [4:43] still keep making money and you're doing [4:45] one event a month. So it's like maybe [4:47] you have to do like three or four months [4:49] to prove out that it actually works. [4:51] Like my preference is six which I think [4:53] you'll like pull your hair out and [4:54] you're like I like my hair and you know [4:55] it'll be a whole thing, right? Um, but I [4:57] think like find a hobby that you can do [4:59] for six months and you will find all the [5:01] holes in the existing business that [5:03] could potentially enable you to do the [5:04] other thing if you so chose. Otherwise, [5:07] like this business will eventually decay [5:09] because you the star power won't be [5:11] there. Um, and the new thing will start [5:14] paying for the old thing and then it'll [5:15] be this big mess of like this team is [5:17] being used over here too. I'm splitting [5:19] resources because I don't want to start [5:20] hiring all these other people because [5:21] it's pre-revenue blah blah blah blah [5:23] blah. I guess I just want something I [5:25] love more, you know, like I my you know, [5:26] you hate the word mindset, but I love [5:28] the word mindset and it's like I I just [5:29] more motivation and inspiration, that [5:31] kind of thing, but you know, that's not [5:33] where the money is because you have to [5:34] give them what they want and sell them [5:36] what they need kind of a thing, right? [5:37] So, I sort of get to do that through [5:38] real estate, but I'm I'm capped and I [5:41] just like I want to do bigger. [5:42] You're capped with money or you're [5:44] capped? [5:44] Not with not with money. I mean, I could [5:45] quit right now. Not like [5:46] No, no, I'm saying the business is [5:48] capped moneywise. [5:49] Uh, no. We could still I mean, we're not [5:51] as profitable as we were. Well, you said [5:53] you want to get to 30 something. [5:54] Yeah, [5:54] you could do that within your existing [5:56] opportunity. [5:59] Realers [5:59] for sure. [6:00] There's a million. [6:01] It's saying how broke they were. Like [6:02] the first thing you said earlier, I was [6:03] like, "Yeah, [6:03] they are broke." Totally. But they're [6:05] still billion dollar plus companies in [6:06] real estate. [6:08] Yeah. [6:08] Tons. So, when I said brokerage, I [6:10] didn't mean you affiliating someone [6:11] else's brokerage and having a rev. I [6:12] just meant you owning a brokerage. [6:15] I can do that. [6:16] Okay, that's fine. But I'm so like [6:18] that's where like the machine that [6:19] you're so good at is attracting [6:21] realtors. And so like what machine best [6:23] monetizes the attraction of realtors and [6:26] so that's where it's like I own escrow, [6:27] I have a title company and then you [6:30] build the vertical stack. [6:32] Yeah. [6:32] That's if you want to build the big [6:33] thing and you might not want to do that. [6:35] The thing is is like you want to do this [6:36] motivation etc stuff. It's like what [6:39] stops you from doing that now and not [6:40] monetizing it? [6:43] I I don't know. Oh, I think that's the, [6:44] you know, one, one of my coaches said to [6:46] me that he thinks that part of the [6:47] reason why I'm like not scaling even [6:49] more is because I do have this calling [6:51] and it's like the calling is keeping me [6:52] from scaling more because I should be [6:54] going after that, you know? So, yeah, I [6:57] told her I needed a counseling session [6:58] today. That's what that's what it was [6:59] about. I'm like, what does Krista want [7:01] to do when she grows up? I kind of feel [7:02] like that's where I'm at right now, you [7:03] know, just not knowing [7:04] the whole like, you know, holding you [7:06] back because your heart's calling you. [7:08] I'm like, whatever. There's stuff that [7:10] you're not doing that you could be [7:11] doing. [7:12] Yeah. And so either you do it or you [7:14] don't do it. Whether it's your heart [7:16] calling you, I don't know what that [7:17] means. Um, [7:22] you've been in this situation for a long [7:24] time because it's been five years and [7:26] you've been more or less at the same [7:27] revenue level, I think, is somewhere in [7:29] there. [7:29] No, down. I mean, we were we were doing [7:30] 18 million a year. We were So, it's gone [7:32] down. [7:32] Yeah. But over five years, you've been [7:34] in the million a monthish range for a [7:36] while. [7:36] Yeah. We just hit 70 million. [7:38] Yeah. Okay. So, 70 divided by five. [7:40] Okay. I mean like [7:43] um you've been in that range for a [7:45] while, right? And so um [7:49] this is when I when like if I wanted you [7:52] to leave and leave a 10 out of 10 score, [7:54] I'd be like you should chase your [7:55] dreams, Christa. I think that you can [7:56] make the you can dazzle the world. And I [7:59] think that your voice is going to change [8:02] millions of people's lives. And I think [8:04] that you're playing small by sticking to [8:05] realtors and you like relinquish that [8:07] identity because of what you've [8:08] achieved. That's what I would say if I [8:09] wanted to get get a 10 out of 10 from [8:11] you. Um, if I wanted to give you [8:14] business advice, I would say like you [8:15] are constrained because you don't know [8:17] how to grow this business more [8:18] and the next business will [8:19] Well, I don't even have a sales team. I [8:21] have one sales person. Like we have [8:23] you don't know how to grow this business [8:23] more. Yeah. [8:24] Because you haven't. [8:25] Yeah. [8:26] So, like [8:26] I wouldn't mind making a hund00 million [8:28] a year business. I'd be cool with that. [8:29] Right. [8:30] That might make me not want to go after [8:31] my dreams. Probably. [8:31] Right. [8:32] Well, this is my point. like you were at [8:35] like the the whole shiny object just [8:37] gets sexier at every level. [8:39] The better you are, the better the [8:40] opportunities you have to say no to. [8:42] And so like this is why like I make all [8:44] the content, but like the work it's like [8:45] the work we're avoiding. And I do think [8:47] that you being in limbo of like ah [8:50] there's this other thing over here. I'll [8:52] give you a different analogy. So let's [8:53] say that you have a relationship, it's [8:56] stable, you've been married for a while, [8:58] right? And there's this, you're a tennis [9:00] coach that is, you know, super [9:02] attractive, whatever, and you have this [9:04] fiery dynamic, whatever. And the thing [9:05] is is that like some of your attention [9:07] imagines what that life would be like. [9:09] And so, as a result, you don't pay as [9:12] much attention to your marriage. Is [9:14] there anything inherently wrong with the [9:15] marriage? No. But you're not allocating [9:18] the attention because this is stealing [9:19] your attention. Your shower time, your [9:21] your your driving time is like just [9:23] living in this hypothetical world that [9:25] only has upside and not downside. [9:27] Because usually our fantasies just [9:29] forget the cost of achieving the [9:30] fantasy. There will be just as much [9:33] in that business or worse than your [9:35] current one. [9:37] And so like fundamentally I think that's [9:39] what regret comes down to is people just [9:40] imagine the upside of a path they didn't [9:42] take and don't know the downside. [9:45] And so right now you have some regrets [9:48] theoretically about this path that you [9:49] haven't pursued but not the cost [9:50] associated with pursuing it. [9:53] And so, like I said, if I wanted to like [9:55] get you all raw rod, I would say like [9:57] screw this business. You're meant for [9:58] the you're meant for the stars. You can [10:00] you can do all these amazing things. And [10:01] I think that's true. Um, but I still [10:03] think that you will run into the exact [10:05] same revenue plateau that you're [10:06] currently at because you'll still have [10:08] to deal with the skill deficiency that [10:09] you have and you'll recreate this [10:11] business, the new one, faster than the [10:13] other one. And then you will still hit [10:15] the same plateau. The only thing is [10:16] you'll be more stressed because now you [10:18] have two businesses to take care of and [10:19] you'll probably split the team. This one [10:20] will go down. That'll stress you out. [10:22] you worry about reputation and then [10:23] you'll feel like a fraud over here. [10:25] Everything you said is super spot on. [10:27] Can I just ask one more question that [10:28] aligns with it? [10:29] Sure. I know that this applies to like [10:30] 10 other people here. So, you're fine. [10:32] Yeah. I mean, this was everything you [10:33] said. It's like it's resonating big [10:34] time. So, what we teach I know can help [10:37] like local businesses like we've already [10:40] tested it. So, I had a beta group and I [10:42] taught an attorney, a dentist, a solar [10:45] coach, like everyone. They were like, [10:47] "Oh, I love this." [10:48] And so, the next thing is we were like [10:50] we're ready to launch actually next [10:51] month. So it's it's not different. It's [10:53] the same exact thing we teach. I mean [10:55] everything's the same except we're not [10:56] teaching you how to do a listing [10:57] presentation. We're teaching you how to [10:58] do a video sales letter, [10:59] right? And so we we're ready to go mass [11:02] market. [11:03] But that's different than the benefit [11:05] motivation. [11:06] So this is something that that's like my [11:07] dream. This is that something that we [11:08] already have kind of going, but we're I [11:11] I told you it was going to be a [11:12] counseling session. So So basically it's [11:14] like but then we're thinking how do I go [11:16] speak to the masses, right? It's like [11:18] because when every time you speak to [11:20] one, you speak to no one. The more you [11:21] speak to him, the more you Right. So, [11:22] it's like that's the the thing. We're [11:24] we're we're doing it because but it's [11:26] it's I know there's going to be [11:27] difficulty there. [11:29] Yeah. [11:30] But then when I look at like you and I [11:31] know I'm not you, but like you you look [11:33] at these different people, Russell, [11:34] these different ones. They're speaking [11:35] to the masses like entrepreneurs, [11:37] experts, you know. So, it's like if they [11:39] can do it and there's not very like it's [11:41] a little sausage festival here. There's [11:42] hardly any women that are that are doing [11:44] this. [11:45] If Lea had an event, it would be chicks. [11:46] It's fine. You know, but you know what [11:47] I'm saying? Like there's not a lot. So I [11:48] feel like there's room for a woman [11:50] leader to come in and teach this to [11:52] I agree. [11:53] You know, [11:54] I agree. [11:55] So is there a huge risk with that, too? [11:57] No, I think there's significantly less [11:58] risk with that than you going after just [12:00] pure personal development with no [12:01] business model. [12:03] It's just a matter of figuring out how [12:04] to get [12:04] if you want to just take like how to [12:05] make viral content and post it on a [12:07] consistent basis plus having a video [12:09] sales letter as your kind of method for [12:10] getting people to turn organic leads [12:12] into into paying customers and just go [12:14] from this worked in this vertical. [12:15] Here's 10 of the proof cases and you can [12:17] go mass market. I think that'll work. [12:19] Okay. Okay. Thank you. [12:21] Yeah, [12:22] we should have started there.

===FILE=== 9byGJaxVRDI - How to Pick the Right Price for Your Paid Community.txt
https://youtu.be/9byGJaxVRDI
How to Pick the Right Price for Your Paid Community

[0:00] as a two times Olympic table tennis [0:02] champ. What's up, man? Uh 99 is uh is [0:05] charging $99 reasonable if I provide low [0:08] touch, low ticket, one to many service. [0:10] My focus um with time will be to build [0:12] this and also focus on big cash flow, [0:14] high ticket. Um I think honestly it's [0:17] really just it's going to depend on the [0:18] affinity of the audience with you. Um, I [0:21] would see a community like a community [0:23] there could like for low ticket one to [0:24] many like that. I think you could be [0:26] between $9 and $99. And it's all going [0:30] to come down to [0:32] what churn is, right? And so you can the [0:35] so it's easy for me to say this. So I'm [0:38] not, you know, I'm not I'm not I'm [0:42] Yeah. Is this this very easy for me to [0:44] say and I understand the difficulty of [0:45] actually executing this, but like you're [0:46] going to probably have a few price [0:48] points that you're going to test. [0:49] Typically, it's best to go up in price [0:51] point. So, think about like this. It's [0:53] like you let's say you roll it out at, [0:55] you know, $19. You look at what turn is [0:57] you bump it to 29. You see if turn [0:59] changes. If turn doesn't change at least [1:01] by proportionally because there's two [1:03] here's the thing is there's two factors [1:04] with price. Um, right? Factor number one [1:07] is conversion, right? Will will [1:09] conversion rate go down? So, that's a [1:11] factor. The other piece is will churn go [1:14] up. So if I increase price, conversion [1:17] goes down, churn goes up traditionally. [1:21] The question is just by how much. And [1:24] what is my earning per click? All right. [1:26] So everybody here should know what your [1:28] earning per click is. And if you don't [1:29] know how to do that, uh, Google it. But [1:32] beyond that, I can walk through it [1:33] verbally, but I feel like you guys [1:34] probably Well, I'll just walk through it [1:36] verbally and hopefully you guys can just [1:37] watch this part of the recording again. [1:39] Okay. So, let's say you have 100 clicks [1:42] that get to your page, okay? You're then [1:45] going to have a conversion rate number. [1:47] So, let's say 5%, just to keep math [1:49] simple. So, five people buy and we're [1:51] going to make it 20 bucks. Okay? So, [1:53] that means that we made $100 off a 100 [1:56] clicks. Okay? Now, our initial EPC, [1:59] right, is just going to be a dollar. So, [2:00] within 24 hours, it'd be a dollar. Now, [2:03] if we look further down the road, we're [2:05] going to say, let's say churn is 10%. [2:08] All right? All right, we're keeping our [2:08] math simple again. Okay. Well, if we [2:10] have $20 per month and 10% churn, then [2:13] it means every person's worth $200, [2:16] which means that we actually made two uh [2:18] $1,000 on that day off 100 clicks over a [2:22] long period of time, which means we made [2:23] $10 per click. That's our effective EPC [2:25] over the lifespan. Okay. So, if that's [2:28] the case, then what we're trying to do [2:30] is just we're going to solve for the [2:31] highest EPC. [2:35] And so if we lowered it to $10 for [2:38] example and conversion rate stayed at 5% [2:41] and churn stayed at 10% then we would [2:43] have effectively lowered how much we [2:45] made overall and if we raise it to $30 [2:48] and the conversion rate stayed the same [2:50] and our turn rate stayed the same then [2:52] our APC would go up by 50%. And so in [2:55] thinking about it like this you don't [2:56] have to ask the question like what price [2:57] should I do at you're just going to [2:59] test. And I'm going to be clear here [3:01] like guys I don't I don't know every [3:03] industry is different. Like literally [3:04] the conversion rate numbers on buttons [3:06] differ between industries. So people [3:08] like should I use blue buttons or yellow [3:09] buttons? It depends on the industry. And [3:11] so as much as like I know I get the [3:13] allure of like I wish Alex would just [3:16] tell me the answer to life. Um if you [3:18] actually had the answer, you'd be really [3:20] bored. Part of the pleasure of this is [3:22] finding it out, right? Because you work [3:23] for it and it's fun. And so that's [3:25] that's that's big perspective. You [3:28] understand your audience or at least you [3:29] should a little bit and start at a price [3:31] that you think is reasonable and then [3:32] you can always work up. And if you're [3:33] not sure, I'd say go down. Um because [3:36] you can always work up. Now, what [3:37] happens is you keep working up and the [3:39] numbers keep improving. You keep going [3:40] up. Just keep going up. It's also a nice [3:42] urgency thing. Now, at some point, the [3:44] numbers may drop. [3:46] When that happens, just drop the price [3:48] to the point where it was the sweet spot [3:51] and then let the customers know that [3:52] when you who dropped the price that [3:54] you're actually, hey, if you want, you [3:55] can leave and come back and I'll give [3:56] you the link so that you can get the [3:58] newer price. So, you lose a little bit, [3:59] but you maximize the business. Okay. [4:02] Hemming, hopefully it answered your [4:04] question.

===FILE=== 9iYbOuQd1eE - Helping a $3M Dental Practice Scale.txt
https://youtu.be/9iYbOuQd1eE
Helping a $3M Dental Practice Scale

[0:00] I know we talked about [0:00] dentist. Yes. Three million 5% profit [0:03] margins. You have five [0:05] different ones. Three are part-time. [0:07] Perfect. Wow. Great memory. [0:09] Yeah. You're in Dallas is 30-year-old [0:11] business inherited from your father. [0:12] Yes. [0:13] Yep. [0:14] And my social security number. No, I'm [0:15] just kidding. [0:16] I can pull it up. [0:18] Um so I know we talked Yes. last night, [0:20] which you obviously remember and um a [0:23] couple other people from your team we [0:25] talked about this issue. um that my [0:28] number one constraint probably isn't our [0:30] cancellation rate, but it is something [0:32] that I'm like really perplexed about and [0:34] want to at least go back with a little [0:36] bit of something to share with my team [0:38] about. [0:39] Sure. [0:39] Um so our show rate or our cancellation [0:42] rate is a little over 30%. And um this [0:45] past year we've lost like a million [0:47] dollars because people made [0:49] appointments, confirmed them, and they [0:50] didn't show up. Um, so if you have any [0:53] insight on what we could do to start [0:56] improving that, I would be really help [0:58] uh grateful. [0:59] Yes. I don't think it's the constraint [1:01] of your business. [1:04] One moment, please. [1:07] I'm pulling up [1:10] my uh my little my little duad here. [1:13] Okay. So, uh, number one is you're going [1:18] to want to make sure that the obviously [1:21] like that that time is the right time [1:22] for them. And we ask questions like, is [1:25] there anything that will possibly get in [1:27] the way of you showing up for your [1:28] meeting? And so, we call this an [1:29] integrity tie down. And so, after you [1:31] get a time slot, you want to ask that [1:33] right afterwards because it like gets [1:35] like shakes them out of their like mind [1:37] for whatever reason. It works. So, I [1:39] could come up with some narrative for [1:40] it, but it works. Um, number two is, uh, [1:44] I think I mentioned this yesterday, but [1:45] I think it might be worth considering, [1:47] um, pulling up appointments [1:49] like to basically can we bring them up [1:52] sooner so that we have increased shop [1:54] rates. Um, the next one is [1:59] uh, let's see here. You want to make [2:02] sure that you have automated reminders, [2:03] which you probably do, but then you want [2:05] to have manual reminders on top of that. [2:07] So if you have I would have an office [2:09] iPhone um and you want to send manual [2:12] text at three times. So you want to send [2:14] the manual text at 24 hours. Uh so [2:16] basically think night before. Uh second [2:19] text is going to be morning of and then [2:21] third text is going to be 60 to 90 [2:23] minutes prior basically when they have [2:24] to like get your [ __ ] together, get in [2:26] the car and and [2:27] three within 24 hours. [2:29] And those are manual. So you want those [2:30] to be blue iPhone messages if possible. [2:32] Okay. [2:33] Now, uh, ideally we like to have some [2:36] sort of, um, selection that they pick [2:39] that we've like some cost we have [2:41] incurred. So, this works exceptionally [2:42] well for brick and mortar, which is why [2:43] I'm sharing it with you. Um, and so in [2:46] the gym space, obviously, like we would [2:48] say, "Hey, uh, Sharon, I've got uh this [2:53] shirt. Uh, tell me what size you're at [2:56] and I'll put pull it aside for you." And [2:58] so when you come here, I'll give it to [3:00] you. or it's like, "Do you want red or [3:02] do you want blue?" Like just do some [3:04] sort of AB uh ask for them. And so it [3:08] could be as simple as like [3:11] you're going to you're going to pull I [3:12] mean because it's a dentist office, [3:13] right? And so you're like, "Okay, what [3:14] can I give them?" Well, I always get [3:16] free [ __ ] when I go to the dentist [3:17] office. And so just like have them pick [3:19] the free stuff that you put in their [3:20] goodie bag and they and just and then I [3:22] would send them a picture with their [3:23] name on it [3:25] so that they're like, "Oh man, they [3:26] incurred this cost just for me. I have [3:28] to show up now." Right. Um, so that's [3:33] another one. Um, [3:35] the Okay, we got that. Um, [3:41] because you're having the issue because [3:42] someone books and like six months later [3:45] is they're cleaning or whatever, right? [3:46] That's the the problem here. [3:48] Um, yeah. Well, we call and confirm [3:51] their appointment a week in advance and [3:53] then we call and remind them again three [3:54] days in advance and then we call them [3:56] and text them again a day before and [3:58] they'll say, "Yeah, I'm going to be [4:00] there." And then 2:00 comes and they [4:01] don't show [4:01] I think you're you're reminding too far [4:03] out. [4:05] Okay. [4:05] Like if if if I schedule an appointment [4:07] on Saturday, Monday morning is a [4:09] different universe for me. [4:11] Yeah. [4:11] No, I'm just being like super real. And [4:13] so I think mo I think a lot of people [4:14] are that way. And so all of the manual [4:17] reminders are like if you want to like I [4:19] use the automated ones for the far out [4:21] like hey you're seven days away. Hey [4:23] you're 3 days away. [4:24] Okay [4:24] but I would have the ones that you're [4:26] putting the real effort in 24 morning [4:29] and right before. [4:30] Okay. [4:31] And then have the incentive have the [4:32] personalization. Um and I will bet you [4:34] dollars to donuts that that on its own [4:36] would work. [4:36] Okay. Awesome. Thank you so much. I [4:38] really appreciate it. [4:38] No you bet. If you're a business owner [4:40] and you are not growing as fast as you'd [4:42] like, I'd like to give you a free gift. [4:44] So my team and I put together the $100 [4:47] million scaling roadmap, which is [4:48] basically 200 hours of us looking over [4:50] all the portfolio companies we've had [4:51] and what stages of growth they went [4:54] through and more importantly where they [4:55] got stuck and how they got past it. And [4:57] so we broke it in these 10 stages and we [4:59] made this little kind of quiz thing [5:00] where if you put in your business [5:02] information, it'll tell you where you're [5:03] at and the most important part for you, [5:05] what to do for each of the functions of [5:06] the business across product, marketing, [5:08] sales, customer success, recruiting, IT, [5:10] human resources, and finance. And so no [5:12] matter what you're struggling with, [5:14] someone else has already struggled with [5:15] it and solved it. And so I'd like to [5:17] give you this thing absolutely free. You [5:18] can go to acquisition.com/roadmap, [5:20] plug in your business information, and [5:22] if you want us to actually help you [5:24] deconrain the business and you're trying [5:26] to scale, we'd love to help you out on [5:27] the thank you page. You can just book a [5:29] call with my team and we will look into [5:31] the business, see if we can help. And if [5:33] we can, we'll invite you out to Vegas [5:34] and we'll do this in person live.

===FILE=== 9mSMA4s-7sM - How to Be Articulate & Charismatic.txt
https://youtu.be/9mSMA4s-7sM
How to Be Articulate & Charismatic

[0:00] Um, hey Alex. How do I learn to be [0:01] articulate and charismatically? Thanks, [0:03] man. Um, I often stumble over my words [0:05] and freeze up in conversation. Cold [0:06] calling is very daunting to me. All [0:08] right, let's be real. Hold on. This will [0:11] be good. This will be worth it. This [0:13] will be fun. [0:15] This will be fun. [0:18] This will be good. All right. Hold on. [0:24] All right. Ready for this? You guys [0:27] ready? [0:29] Okay, [0:31] see if you guys can hear this. Let's see [0:33] if my my Wi-Fi actually works. [0:35] Hey ladies, welcome back to the second [0:38] video. Um, so I just wanted to cover [0:40] what we're going over today. First [0:41] thing, just to recap last time, sulate [0:44] on your back on the back of your arms [0:47] and on your stomach is caused from [0:48] excess toxins in your body when you have [0:50] a surplus of calories. All right, so [0:51] those are the things that we need to [0:52] deal with. So today we're going to be [0:54] covering blood flow. Now you tend to not [0:58] be able to get rid of the fat on your [1:00] backs. The back of your [1:01] Are you [ __ ] kidding me? Of course [1:02] you're going to suck. [1:05] You practice. You do it again. You do it [1:08] again. That was a piece of content that [1:09] I made 16 years ago or whatever it was [1:11] at my gym that I was explaining how fat [1:14] calories worked or whatever I was [1:15] saying, right? And does that sound that [1:17] that sound like banger content to you? [1:20] Probably not. Did I sound charismatic [1:23] there? Probably not. Did I sound [1:25] articulate? Certainly not, [1:28] right? It's like you just got to try. [1:30] You got to start. And like think about [1:32] this. Like I have a lot of reps here. So [1:35] I I'll tell you I'll tell you a story [1:36] that might make sense for you. I have [1:39] been making ads [1:42] and I'm talking like 50 ads or more per [1:45] week [1:47] myself, not my companies, me [1:51] for 14 years. [1:53] So 50 ads a week is 2500 ads a year [1:57] times 14 years. I've made 25,000 30,000 [2:03] ads. And so we were like, man, and my [2:05] team knows this. It's like, man, just [2:07] put the camera on. Just tell like Alex [2:08] what the what the hook or the angle is, [2:10] and then he'll just like he'll just go. [2:11] It's like, right, when you do something [2:13] 30,000 [2:15] times, you get decent at it. And so this [2:18] is like I get I get I get I get attacked [2:21] publicly for saying this stuff, but like [2:24] you have to do a lot more than you think [2:26] you do. And you have to do it for a lot [2:28] longer than you think you're going to [2:30] have to do it for. And you're going to [2:31] get paid way less than you think you're [2:33] going to get paid for a much longer [2:35] period of time than you expect. And it [2:37] is still worth it. [2:40] It just takes a while. And it's because [2:42] like you're just not that good yet. And [2:44] there's a reason that income goes like [2:46] this, right? for a very long time and [2:48] you keep getting better and better and [2:49] better, but your income still barely [2:50] moves. And it's because it's at the very [2:52] ends is where you get all the returns, [2:55] right? A lot of markets are winner take [2:57] all. And so in order to be the winner, [3:00] who takes all? And I'm not saying I'm [3:02] that guy, but I'm saying in order to at [3:04] least start getting up this curve, you [3:06] got to be better than a lot of people. [3:08] But this is the good news. 90% of people [3:11] don't even start. And I think the [3:14] podcast metric is one of the most famous [3:15] ones cited for this, but I think it's so [3:16] important. Many people want a podcast. [3:19] Almost no one starts. Of the people who [3:21] start, 90% do not make it past the 20th [3:24] episode. 20. I said I just did 30,000 [3:27] ads. Let me give you an idea to like [3:29] think about this for a second. 1 2 3 4 5 [3:37] 6 7 8 9 10. See how boring that is? Now [3:45] count to 30,000. And that is still not [3:48] as long as I've actually made ads [3:50] because ads take longer than the time it [3:51] takes to say a number. That is how many [3:54] ads I've done. And so like you have to [3:57] practice to get better and you have to [3:58] do a lot of reps to practice. So I don't [4:01] know how to do this faster. If you're a [4:03] business owner and you're not growing as [4:05] fast as you'd like, I'd like to give you [4:07] a free gift. So my team and I put [4:09] together the $100 million scaling [4:11] roadmap, which is basically 200 hours of [4:13] us looking over all the portfolio [4:14] companies we've had and what stages of [4:16] growth they went through and more [4:18] importantly where they got stuck and how [4:20] they got past it. And so we broke it [4:21] into these 10 stages and we made this [4:23] little kind of quiz thing where if you [4:25] put in your business information, it'll [4:26] tell you where you're at and the most [4:28] important part for you, what to do for [4:29] each of functions of the business across [4:31] product, marketing, sales, customer [4:32] success, recruiting, IT, human [4:34] resources, and finance. And so no matter [4:36] what you're struggling with, someone [4:38] else has already struggled with it and [4:39] solved it. And so I'd like to give you [4:41] this thing absolutely free. You can go [4:42] to acquisition.com/roadmap, [4:44] plug in your business information, and [4:45] if you want us to actually help you [4:48] deconrain the business and you're trying [4:49] to scale, we'd love to help you out on [4:51] the thank you page. You can just book a [4:52] call with my team and we will look at [4:55] the business, see if we can help, and if [4:57] we can, we'll invite you out to Vegas [4:58] and we'll do this in person live.

===FILE=== AGCtZmgJ1JA - How I learned to SELL…[mindset training].txt
https://youtu.be/AGCtZmgJ1JA
How I learned to SELL…[mindset training]

[0:00] you know a lot of [ __ ] and like you've [0:02] clearly packaged this in really easy to [0:03] understand ways it's almost exhausting [0:05] listening because it's like every it's [0:06] like when you read a really good [0:07] historical book or something it's like [0:09] every sentence is packed with a fact [0:12] you seem like a grinder when you were [0:14] building these businesses were you just [0:16] like doing 80 hour 100 work weeks and [0:18] what about now because you're like [0:20] yolked you're huge you're like a [0:22] bodybuilder so so like how did you [0:24] balance like being fit and getting [0:26] married and you but i don't know you [0:28] well but you seem like you'd be grinding [0:30] hard so my wife works in the business [0:31] with me so we are true 50 50 partners [0:34] like it's very rare i like i recognize [0:36] how rare it is she actually is 100 [0:38] matched with me and like should just as [0:40] much be on this call because she runs [0:42] the other half like she from a work [0:43] standpoint she has more output than i [0:45] did she is the operator so she builds [0:46] the infrastructure she does the [0:47] recruiting she sets the they are the hr [0:49] stuff she does the culture she like she [0:51] does i mean she runs everything um i [0:54] just you know occasionally come up with [0:55] a good idea and try and stick with it [0:57] long enough um to see it come true but [0:59] in terms of grinding like i love [1:01] business like i love this and there's [1:03] nothing that really stimulates me like [1:05] this and so i do as much of it as i can [1:07] and if we want to go out to dinner we'll [1:09] go out to dinner you know but like worst [1:11] i was just saying we're single so we [1:12] don't have kids and so we work from like [1:14] five-ish to four and then you know [1:17] usually in the middle of the day we'll [1:18] probably go to the gym for an hour or [1:20] two and then come back and keep working [1:21] and go out to dinner at night and that's [1:23] that's kind of our lives you seem pretty [1:25] um this isn't i would say i'm a little [1:27] bit i'm i'm definitely this sean has a [1:29] little bit of it too like manic's not [1:31] the right word but like neurotic maybe [1:34] is a better word um where it's like uh [1:36] there's something that's deep rooted [1:39] inside of you it's not like you want to [1:40] do something necessarily it feels like [1:42] you're it's more compulsive or obsessed [1:44] you're obsessed about stuff which i am [1:45] as well if that's true what's that [1:47] rooted in what are you trying to get [1:49] done so i think originally the drive was [1:52] from just crippling insecurity and [1:53] needing approval right and then i think [1:56] from like a behavioral conditioning [1:57] standpoint i got immediate feedback that [2:00] was positive and then i was conditioned [2:01] to continue those actions now i continue [2:04] to do them without the original catalyst [2:06] that got them going to begin with i [2:07] don't think i suffer you know from the [2:10] insecurities as much as i used to i'd [2:12] say i'm probably 30 better than i was at [2:14] the beginning and it might just be [2:15] because i have this massive big pile of [2:17] money that i can use as an emotional [2:18] crutch to why i'm not a piece of [ __ ] [2:20] that would help i'm just being like i [2:21] mean and if it were all disappeared i'd [2:23] find out how much actual growth i had or [2:25] if i just compensated by circumstance [2:27] and you know compensate for the division [2:29] yeah i don't know you can send it to me [2:30] and we'll we'll find out we'll see [2:32] let's run the experiment [2:34] i like so there's the compulsion and [2:37] like this last year i pretty much took [2:38] off like i did not work that much and so [2:40] i saw the difference and i have come to [2:42] accept that i love working and i don't [2:44] need to judge myself for that or or take [2:47] in other people's judgment on how much i [2:49] should quote do like this is my life and [2:52] this is what i like doing and their [2:55] ideals that they've arbitrarily made up [2:57] as what they define as balance are [2:59] irrelevant to me you said you took last [3:01] year off what'd you do what'd you get up [3:02] to um we traveled a lot uh went to cabo [3:06] went to scottsdale went to sedona went [3:08] to flagstaff traveled all over one out [3:12] felt felt honestly pretty empty like you [3:13] can only eat so many times like there's [3:15] just not a lot to do it feels good [3:16] having that rest though like you can't [3:18] be in the trenches i think like or [3:20] rather you need breaks from being at war [3:21] i think and maybe even phrasing it i'm [3:24] just throwing this out there like [3:25] phrasing it is instead of a like a break [3:26] is a shift in how you're thinking [3:28] because like it's going from dirt to [3:29] clouds but i still think it's high [3:31] leverage activity you know i mean or [3:33] like output it's just a different type [3:34] of output you said something on one of [3:36] your videos that uh you're one of the [3:38] only other people that i have heard say [3:40] this phrase i use it a lot which is yeah [3:42] i had a season like or this season i'm [3:44] doing this or i had a season where i was [3:46] really just focusing on x and that's [3:48] been like a game changer for me my [3:50] personal trainer and kind of coach she's [3:51] like my mindset coach plus trainer he [3:53] does this all the time but he's like [3:54] he's like i'm in a season right now [3:56] where i'm i'm just uh he'll be like you [3:58] know i'm practicing not waiting and he's [4:00] like he comes up with these little [4:01] themes or he'll be like right now i'm in [4:02] a season where i'm going to eat whatever [4:04] i want and it's kind of like in the [4:06] entrepreneurial world it's like time [4:07] boxing's like all right i'm going to [4:08] give myself two hours to get this [ __ ] [4:10] [ __ ] done or i'm going to launch in the [4:11] next two weeks no matter what right like [4:12] we i've used time boxing for [4:14] productivity and now this season's thing [4:16] it makes every like decision you're [4:17] making less heavy of a commit because [4:20] you're like it's okay yeah because [4:21] there's yeah there's beginnings and ends [4:23] and this season is gonna feel a little [4:25] different just like winter feels [4:26] different than summer that's how i use [4:28] it do you do you use it like that i just [4:29] noticed you said that phrase 100 yeah i [4:32] mean i i think about it in terms of [4:33] entrepreneurial seasons and i at least [4:35] for me might have been like five-year [4:37] chunks and so this is gonna be my fourth [4:39] season and they've roughly been about [4:40] the same length so i think that it [4:42] probably takes me like three ish years [4:44] to like really see something through and [4:46] then two years to figure out how i'm [4:48] going to transition from that thing or [4:50] realize or mod you know whatever that's [4:52] right it's kind of like a pe cycle [4:53] almost give us kind of like um give us [4:56] an example of normal like here's the [4:59] default way people are doing something [5:00] and then here's the rephrase of the [5:02] reframe that has better results um i [5:05] would love to get two minutes of [5:06] learning sales from alex sure so it's my [5:09] belief if you look at belford you look [5:10] at bradley you look at grant cardone [5:12] some of the big sales trainers that are [5:13] out there almost all of them invariably [5:15] have the same story which was i started [5:17] selling and was the best guy on the team [5:18] by a [ __ ] mile and then i tried to [5:20] figure out what i was doing and so i do [5:22] think that some people naturally based [5:24] on their childhood their upbringings [5:26] their whatever or just have a higher [5:27] proclivity for selling which yeah just a [5:29] gift of gab and and empathy yeah and i [5:32] think it carries over into how you [5:34] recruit for selling too because we built [5:35] a lot of sales teams and i actually have [5:37] a very short allowing for people to fail [5:39] at sales cycle probably much shorter [5:41] than most people and it's just because [5:42] i've never had a killer salesperson who [5:44] didn't do pretty well the first week and [5:46] so for me we you know we turn through [5:48] this quickly but as a result of that the [5:50] team is just killers and they know that [5:52] in terms of uh sales stuff i think [5:54] people don't know how people are really [5:56] freaked out about the idea of selling [5:58] and the front part of that is that i do [6:00] think that the number one predictor of [6:01] good sales is conviction fundamentally [6:04] you have one person who should believe [6:05] in something another person who does not [6:07] believe it yet and trust is the thing [6:09] that transfers that conviction so if [6:11] fundamentally there's the two things you [6:12] need you need trust and need conviction [6:14] most times sales people don't have 100 [6:16] trust sorry 100 conviction and so the [6:18] also the idea of conviction as a binary [6:20] is false so it's not like i believe it [6:22] or i don't believe it is to what extent [6:23] do i believe right and so that's why [6:25] like in terms of if i want to improve a [6:26] sales team i can do the drills which we [6:28] do and that's like blocking tackling but [6:30] the thing that really juices the sales [6:31] team is hearing the testimonials of the [6:33] people that they sold last week and what [6:34] they're doing today and how their lives [6:36] have changed and so i noticed this [6:37] because on my sales teams when we were [6:39] in person whenever i did weigh out day [6:41] which is when everyone finished their [6:42] challenges and everybody was crying and [6:43] so excited i tried to stack as many [6:46] sales appointments as i could while [6:47] people were weighing out and during [6:49] those days we closed like 100 because [6:51] people were like dude how can you not [6:52] think this works it's right there and so [6:54] the thing is is like you can either [6:55] trick yourself into having the right [6:57] tone or you can train yourself and i [6:59] think that it's much easier to trick [7:01] yourself into it by just simply [7:03] believing because if you talk if you [7:04] truly believe in the product you will [7:06] talk about it differently and so in [7:08] terms of an understanding of selling if [7:10] you need to have conviction you need to [7:11] have trust trust is going to come from [7:13] expertise and some level of rapport [7:15] right i think that overarchingly to help [7:18] someone sell we just have to ask the [7:19] right questions to get someone to come [7:21] to the conclusion on their own and so [7:23] most sales conversations follow more or [7:24] less the same framework if you know what [7:26] you're doing otherwise people are just [7:28] chasing their tail and trying to chase a [7:29] prospect to an outcome that the prospect [7:31] doesn't know how like we've had this [7:33] conversation a hundred times they have [7:34] only had it once we should be the one [7:36] knowing how this conversation's supposed [7:37] to go right we should also come in with [7:39] a massive advantage to how to have this [7:40] conversation go the way we wanted to [7:42] because we do it on [ __ ] day right [7:44] and so big front end pieces is like why [7:47] are they there what's the problem what [7:49] have they done so far understanding [7:50] where they failed seeing why our product [7:53] is different from the things that they [7:54] failed asking for permission to explain [7:56] about the product explaining the product [7:58] not in any way based on features but [8:00] only based on the experiences that they [8:02] will have as a result of it and using [8:03] analogies to explain those experiences [8:05] and then having a close at the end which [8:08] the the tick tock i think that you he [8:09] references like a no base close and i [8:11] think a lot of natural sales people do [8:13] this anyways like if i want something i [8:15] might be like hey can you do this for me [8:16] i'm like hey would you mind and they say [8:18] no they don't i don't mind right like [8:19] it's natural communication dynamics that [8:21] most people who naturally know how to [8:22] persuade people or at least influence do [8:24] that on their own this is just [8:26] retroactively looking at it and saying [8:27] what did i do different like why is this [8:29] different in terms of like overcoming [8:31] because people are afraid of [8:32] confrontation right that's what they're [8:33] afraid of and so i believe that you can [8:35] sell without ever having confrontation [8:37] and you can do that with what i like to [8:39] call childlike curiosity and so if [8:41] someone says well my husband's not going [8:43] to approve that i'm like why wouldn't he [8:45] like huh that's so interesting tell me [8:47] more about that rather than like all [8:49] right let's like your husband's an [8:50] [ __ ] like that's not going to work [8:52] because in arguments no one wins right [8:54] and so you're like why why would he [8:55] think that because because i would think [8:57] that he wants what's best for you right [8:59] yeah he wants what's best does he know [9:00] you're struggling with this right now [9:01] well i mean yeah he knows i'm struggling [9:03] with it okay so he wants a specialty he [9:04] knows you're struggling with it so why [9:06] do you think he would be opposed of [9:07] solving something that you're currently [9:08] struggling with just so i understand [9:10] would he be happier if you continue to [9:12] struggle well no it's like well great [9:14] then would you be opposed to moving [9:15] forward today and that way and hey if [9:17] you go home to your husband and you make [9:18] a joke in the lightning scenario then [9:19] you close it right and so it's i think [9:22] child like curiosity is the immediate [9:24] that you have to train because people [9:25] get defensive so that is one thing that [9:27] like fighters talk about when they're in [9:29] the ring like in the beginning you [9:30] breathe in too much right i don't know [9:32] if like if you've been like sparring and [9:34] stuff like you breathe in you breathe [9:35] too much you hyperventilate and so the [9:37] guys who've done it enough they slow [9:38] down their breathing because when they [9:40] get things get intense they can slow it [9:42] down and so i think sales is a lot the [9:43] same way where you're like your [9:44] adrenaline kicks in start breathing [9:46] faster as fight or flight so you gotta [9:47] be able to slow down and be like huh [9:49] that's crazy i wouldn't have thought [9:50] that okay tell me more about that and [9:51] like now you're interested and then they [9:53] don't feel like you're combating them [9:55] they feel like you genuinely are [9:57] interested and want to help them which [9:58] is what you should be doing because you [10:00] should be [10:01] only if it makes sense you are full of [10:04] like interesting insights and like you [10:07] know a lot of [ __ ] and like you've [10:08] clearly packaged this in really easy to [10:10] understand ways it's almost exhausting [10:12] listening because it's like every it's [10:13] like when you read a really good [10:14] historical book or something it's like [10:16] every sentence is packed with a fact [10:18] yeah and it's like oh my gosh like i cuz [10:19] i got it i want to pay attention [10:21] i was like exhausting this is awesome [10:23] nation if you enjoyed that video smash [10:25] the subscribe button and hit the little [10:26] notification bell the reason for that is [10:28] because i don't actually have a cadence [10:29] for when i make these videos so if you [10:30] want to make sure you don't miss the [10:31] next one that comes out go subscribe [10:34] notify and i'll see you the next one bye

===FILE=== AKS9cCSekjs - The Real Reason Your Business Isn’t Scaling (It’s Not CAC).txt
https://youtu.be/AKS9cCSekjs
The Real Reason Your Business Isn’t Scaling (It’s Not CAC)

[0:00] So, my name is Jonathan. Huge fan. So, [0:03] little bit about the situation. I have a [0:04] 10-month old new baby. Uh, we just got a [0:07] house. I have I have a mortgage. Um, I [0:09] can't quit my job as a nineto-five [0:12] emergency room nurse because my business [0:14] doesn't get enough leads. So, getting [0:15] this cancer solved or being put in the [0:17] right direction would literally turn [0:18] around the fate of my family right now. [0:20] So, we're going to have to pay for [0:21] daycare soon. 1,500 a month. Babies are [0:23] really cheap when they're born, but you [0:25] know, scales up. It's like ads. Um, and [0:27] then my mortgage is equivalent to my [0:29] salary every month, which is six grand. [0:31] So that's why I can't really leave [0:32] there. Uh, so we run a mobile IV drips [0:35] company. We make 360K per year. We like [0:37] to be at 3 million a year. But what's [0:39] stopping us is that we don't have enough [0:40] leads. We can figure out a Google ads [0:42] and how to target our best customers. [0:45] And CAC for Google Ads is 278 right now. [0:48] And what's the what's customer value? [0:51] Uh, average LTV right now is 454. [0:54] Blended CAC is 83. Okay. Well, just [0:58] SEO SEO like [1:01] but [1:03] to get more scale, we wanted to get ads [1:05] and then I wanted to try meta ads. We [1:07] got a few leads from there, but I took [1:08] your advice on hammering one channel [1:10] first up to like 100k in spend and then [1:13] go. [1:14] Okay. I don't think you have a CAC [1:16] issue. I mean, it could be lower. Like, [1:19] realistically, you could probably at a [1:21] local level get it down to maybe 150, [1:23] but like [1:25] I don't think that's where the I don't [1:26] think that's where the the unlock is. I [1:28] think you have an LTV problem. So, [1:30] what's the offer? What's the offer? [1:34] So, that's my thing. I read the offers [1:36] book front and back. I can't [1:37] decommoditize myself from everyone else. [1:40] We have a $50 off. Everyone has $50 off [1:43] the risks. If we're not within an hour [1:46] or within an hour and a half, they're [1:47] going to go to the next person anyway. [1:50] We don't really have like we're there [1:51] right as fast as we can be. Sometimes [1:53] it's within an hour, but if we can't, [1:55] it's someone else. We can't really like [1:57] I can't think of a way to risk speeds [1:59] this offer against my competition. [2:00] I'm actually thinking less about the [2:02] front end thing and more about the [2:04] backend thing. So, like, [2:06] yeah, go ahead. [2:07] We do have a package that we upsell, [2:09] right? So, let's say you come in for [2:11] some type of drip. we're able to sell [2:12] you either a three drip or six drip [2:14] package, right? And then that's either [2:16] 1,000 or 1,500 or up to 2,000 [2:19] that I I would be fine with a 278 CAC if [2:22] we're able to target the right avatar [2:24] because some avatars would like that. [2:25] They're fine with that. [2:27] I would if I was able to target the [2:28] right avatars, I could sell them on a [2:30] sixear package, get pull cash up front, [2:32] spend more on ads, get more people, but [2:35] not everyone is is agreeable with the [2:37] package. [2:38] Uhhuh. [2:40] What percentage of people are taking the [2:41] upsell today? [2:44] [snorts] [2:44] 10% maybe. [2:46] Yeah. What's the offer when you're [2:47] actually talking to them? [2:50] Um, have you ever considered instead of [2:52] rescue, right? Instead of getting a drip [2:54] when you're hung over or sick, how about [2:55] we get you a drip six drip package? Then [2:58] you can get it every time you need it. [2:59] You prevent getting sick. Get a six [3:01] drip. You get a free add-on VIP like [3:03] priority booking which everybody [3:05] expects. And then you get uh I think [3:07] it's 20% off total price. Okay. So, two [3:10] things. Number one, the hook to get them [3:13] to ask you more about the upsell is uh [3:17] so did you want to have today for free? [3:21] Mhm. [3:22] And then they'll be like, "Wait, what do [3:24] you mean?" You're like, "Oh, I assume [3:25] that's what you came in on." and then [3:27] they'll be like they'll look a little [3:28] confused and you'll say, "Oh, what most [3:31] people do is uh we have a if you [3:34] basically sign up for our recurring [3:36] thing." Uh we take today and we just we [3:39] just credit it towards it. So it's [3:41] effectively free. Uh and so what most [3:43] people find is obviously there's [3:44] hangovers, but the you might not know [3:47] this, but 90% of drip usage is more [3:49] around uh feeling better rather than [3:51] getting to feel normal again. [3:54] And so you want to stay ahead of it, [3:55] right? So, just like you go to the [3:57] chiropractor to get your back cracked [3:58] once a week or you go to the whatever [4:01] you go to the gym, there's you have your [4:02] internal gym is how I think about it. [4:04] And this is basically kind of at the [4:06] micro micro level, microbiome level of [4:09] fighting, you know, working out all the [4:10] little cells. Um, and that's what you [4:13] need to do, right? And so, if you feel [4:15] imagine like you felt shitty and now you [4:17] feel good. When you do these, when you [4:18] feel good, you'll feel amazing. Like [4:20] I've got people who stop drinking [4:21] caffeine because they're on these [4:22] things. [4:23] I say that. Yeah, that's me. I stopped [4:25] drinking. [4:26] Right. There you go. But the but the [4:28] thing is is that we have to get out of [4:29] pathology because that's the emergency [4:31] business and get you basically you have [4:32] to get out of the thrive and into the [4:34] survi sorry get out of the survive [4:35] business and into the thrive business. [4:38] Mhm. [4:39] So the people who are calling you are [4:41] calling you because they're emergency [4:42] and that's fine. We just need to flip [4:44] emergency into ongoing. So, I will say [4:48] this about the one channel thing. SEO [4:50] and uh PPC, not a lot of work once you [4:54] kind of get them working, which you have [4:55] right now. Like they're like you just [4:57] kind of just spend the AdSense, right? [4:58] Like it is what it is. Um [5:01] we need to work on the backend sales [5:03] process, which I just went over. But I [5:05] think that I would actually kind of [5:07] quote break my rule and say I think you [5:09] need to run meta ads because you need to [5:10] sell people who are in thrive mode who [5:12] want to feel better not who should feel [5:14] shitty to feel normal because those [5:17] those are the people who are going to [5:20] buy this for the long haul. So basically [5:22] you have inbound high intent base but [5:24] their intent is for us a an emergency [5:27] solution. We need people who are [5:28] interruption based, who didn't wake up [5:30] this morning thinking, "Oh, I'm going to [5:32] go buy some uh IV drips." You need [5:35] people who wake up and think, "Man, I [5:36] feel like [ __ ] in general, and I need to [5:39] do something." And then those are the [5:40] people that get interrupted with an ad, [5:42] and then those are the ones that you can [5:43] sell. [5:44] Is there any way for me to increase like [5:46] I want to bang your offer? I'm just [5:48] taking 30% off. It kind of reduces the [5:51] margin a little bit on the It pulls cash [5:52] up front, but it does reduce the margin. [5:54] You know, six strips 30% off. [5:56] Yeah. Well, what's the price of a drip? [5:58] And also, if you're selling via So, [6:00] here's the other side of it. When you [6:01] sell with inbound, like intentbased, [6:03] which is what we're talking about, [6:04] you're getting price shopped. If you [6:07] sell with interruption based, they [6:08] didn't wake up looking at six different [6:09] IV shops, [6:11] right? [6:12] So, you can easily have a 30% premium [6:14] that you add add one extra widget in [6:16] there and now you're good to go. [6:19] So, better offer for them. And then I [6:22] can increase the price for meta ads. [6:23] Mhm. [6:24] Just just just just tweak the offer a [6:26] little bit. Just add one little thing [6:27] that's different so you have so [6:29] ethically you can have two different [6:30] prices, [6:31] right? And then so I've noticed like [6:33] I've I've sold to some people pretty [6:36] well better than others. Some people [6:37] would just go ahead and buy a six-ack [6:39] right away when I mention them rather [6:40] than others. Is there any way [6:42] I I would I don't even like selling the [6:44] packs. I'd rather sell memberships. [6:47] But the thing is member like for me like [6:50] I know monthly recurring revenue is [6:52] great but for me the cash up front makes [6:53] a difference because I can go ahead and [6:55] increase spend on my ads. No, [6:57] I hear you. You could still sell a [6:58] membership and then have them prepay the [7:00] membership. [7:02] I get that. So instead of buying six [7:04] packs, you're pay six months. [7:05] Yeah, [7:07] that makes sense. [7:08] And then it goes monthto month [7:09] afterwards. Yeah, [7:11] I like that. Is there any way for you [7:13] think for me to target my ideal customer [7:15] with like fractal pricing to to target [7:17] one group instead of the other? [7:19] Well, you're local, right? [7:21] So, the way that you're going to target [7:22] is with the messaging more than the [7:24] targeting. [7:27] So, play around with the [7:28] So, I So, are you taking a testimonial [7:30] video from every customer? [7:31] We do UGC when we when we were running [7:34] meta ads, we do UGC testimonial. [7:36] Yeah. So, every single customer makes an [7:38] ad for you, right? That's number one. [7:41] Number two is the messaging itself in [7:43] the ad needs to appeal to the thrive not [7:45] survive customer, right? Number three is [7:49] that the front-end offer we need to make [7:52] uh basically they're going to come in [7:53] for whatever. But the pitch to flip them [7:56] into the membership is like want to make [7:57] today free. That's what most people do. [7:59] Just like that. You want to have today [8:00] free? That's what most people do. And [8:01] they're like how? And now they're [8:03] leaning in, right? Um, and then number [8:06] four, we're going to transition from [8:08] packs to memberships so that we can get [8:09] the recurring revenue and we can still [8:10] frontload the cash by having them prepay [8:13] for the first quarter. [8:14] So, start at 6 months. I mean, you could [8:16] start at 12, step down to six, step down [8:18] to three, [8:20] right? Down, downell, and downell. Yeah. [8:25] But fundamentally, the only way to like [8:27] you're in a you're an emergency [8:28] business, right? And so you have to make [8:33] it's an LTV problem. Like that's the [8:35] issue here. It's an LTV issue. And so [8:37] all of this stuff is more so one get [8:39] better customers on the front end. Two, [8:40] have an offer that's paired with that [8:42] customer on the back end. Now once that [8:44] starts happening, we may find that [8:45] you've got way more pricing power on the [8:48] back end. All of a sudden it's not 2K. [8:49] Maybe you can sell 6Ks. Um if we bundle [8:52] it in a way that that makes it [8:53] interesting. like you like maybe you put [8:55] a float tank in your van and they like [8:56] get the IVs while they're floating and [8:58] you know and then it's like holy [ __ ] [9:00] now this thing is like a double like no [9:01] one else can compare against me because [9:03] they want to feel better. So it's like [9:04] what other things do they need to feel [9:05] better and I can put that stuff in [9:08] right and then hopefully with socials [9:10] we'll increase our brand and then [9:11] increase pricing that way. [9:13] But how does that sit? [9:15] Amazing. Amazing. That I think that I [9:18] was struggling with to offer everything [9:19] for a while in leads. I think that [9:21] changes how I look at matter because I [9:22] was always trying to focus on one [9:23] channel. This opened my eyes. [9:24] Yeah. Se like SEO and PPC is a great [9:28] like PBC is where I start a lot of [9:29] people because it's the it's the least [9:30] work, right? Like you just keep messing [9:32] with it until you get the sales motion [9:33] right. Um and they're the hottest leads. [9:35] So just be prepared that metal leads are [9:37] going to be sign I mean if you did it [9:38] before like they're significantly colder [9:40] um than than uh PBC leads are. So just [9:43] as like a prep preparation. [9:47] Okay. How's Yeah. Go ahead. Do you think [9:50] I should just increase because I I've [9:51] been uh holding back on increasing [9:53] Google spend just because my LT uh my [9:56] cost per acquisition is so high. Do you [9:58] think I should just increase spend then [9:59] to get more customers? [10:00] I'm fine with the increasing spend. We [10:02] just because like don't think about the [10:04] business as a business today. The [10:05] business as it currently exists is an [10:07] experiment until you get it right. Mhm. [10:09] So don't like I I know that's hard to [10:11] like say or you know hard maybe hard to [10:13] hear for me but like right now we just [10:15] have to nail the model and the only [10:18] reason for marketing is just so you have [10:20] reps to practice this offer the sales [10:22] motion to get people into the [10:24] membership. It's the only point of [10:26] existence right now. Once that gets [10:28] nailed, you can see all the [ __ ] [10:29] mood. So the scaling here is just so we [10:31] get more reps, not because we're trying [10:32] to make more money. [10:34] That makes sense. I like that. [10:35] All right. Just a reframe for you. So [10:36] it's like, oh, we broke even this And [10:38] it's like that's not the objective right [10:39] now. [10:41] We have to nail it and then we'll scale [10:42] it to the [ __ ] moon. [10:44] That makes sense. [10:45] Cool. How's uh how's Vantage been for [10:47] you so far? [10:48] It's a game changer, man. I mean, I've [10:50] never been put in a room with like so [10:51] many like-minded people. I've just been [10:53] capped out by like Twitter and Reddit [10:55] trying to find people, [10:57] right? [10:58] It's your subreddit and there's like [10:59] five guys in there. [laughter] [11:02] Well, good to know. Well, I appreciate [11:03] you, man. Thanks for saying so. And [11:05] that's the playbook. All right. Thank [11:07] you so much, man. You bet. [11:08] Appreciate you. [11:09] If you're a business owner and you are [11:11] not growing as fast as you'd like, I'd [11:13] like to give you a free gift. So, my [11:15] team and I put together the $100 million [11:17] scaling roadmap, which is basically 200 [11:19] hours of us looking over all the [11:20] portfolio companies we've had and what [11:22] stages of growth they went through and [11:24] more importantly where they got stuck [11:26] and how they got past it. And so we [11:28] broke it in these 10 stages and we made [11:29] this little kind of quiz thing where if [11:31] you put in your business information, [11:32] it'll tell you where you're at and the [11:34] most important part for you, what to do [11:36] for each of functions of the business [11:37] across product, marketing, sales, [11:38] customer success, recruiting, IT, human [11:40] resources, and finance. And so no matter [11:43] what you're struggling with, someone [11:44] else has already struggled with it and [11:46] solved it. And so I'd like to give you [11:48] this thing absolutely free. free. You [11:49] can go to acquisition.com/roadmap, [11:50] plug in your business information, and [11:52] if you want us to actually help you [11:54] deconrain the business and you're trying [11:56] to scale, we'd love to help you out on [11:58] the thank you page. You can just book a [11:59] call with my team and we will look at [12:02] the business, see if we can help, and if [12:03] we can, we'll invite you out to Vegas [12:04] and we'll do this in person live.

===FILE=== AL1775NTMpQ - The Only 3 Things That Actually Make You Money.txt
https://youtu.be/AL1775NTMpQ
The Only 3 Things That Actually Make You Money

[0:00] I think you were you answered this [0:02] question which was how do you filter all [0:03] the information what's changing you [0:06] answered it from the point where you [0:08] have already figured that out because [0:09] now you're like what should I make a [0:10] video on you've already decided I should [0:13] make a video [0:15] I don't think anyone's getting to that [0:17] I think honestly most people are so [0:19] overwhelmed like should I learn clawed [0:21] code this new thing that's been buzzing [0:23] recently or should I learn [0:25] NFTTS or crypto or whatever um how do [0:30] you trust that what you've decided on is [0:35] the right thing to do and that you don't [0:36] need to go back and [0:38] check you know [0:39] I think what you just said was like the [0:40] the operative word that Sam said was [0:42] trust and so I think [0:45] the the scatteredrainedness [0:47] comes from a place of fear is I'm afraid [0:50] I'm going to be left behind I'm afraid [0:52] my stuff's not going to be relevant I'm [0:54] afraid if I don't learn how to code I [0:57] etc etc [0:59] I have a belief. I trust that when [1:03] something is significant enough that it [1:04] actually affects my business, I will [1:07] change. Until then, I will continue to [1:10] do what I know works, which is that I [1:12] will gather attention. I will point it [1:13] in a direction. I'll make a compelling [1:15] offer, and then I'll deliver on that [1:16] promise. And so, fundamentally, like, [1:19] especially most of y'all here are below [1:21] a million bucksish, somewhere in that [1:23] neighborhood. [1:26] What makes you money is letting people [1:30] know about the stuff [1:33] and then delivering the stuff and making [1:36] the stuff you have to deliver. Those are [1:38] the only components of the business [1:39] because for those of you who have a [1:41] conversion mechanism that's automated, [1:42] let's just like the about page, there's [1:44] no like real sales motion. You just [1:45] point it there. If you do have a sales [1:47] motion, you have a sales call or you do [1:48] a webinar or whatever, you'll have that [1:49] extra step that's in there. But that is [1:51] usually a very curated. You don't need [1:54] to remake your sales script. You don't [1:55] need to remake your webinar once you [1:57] know this is the thing that converts. [1:58] That's just kind of like a performance [2:00] that either gets, you know, automated or [2:01] you just do it on a weekly basis or [2:03] whatever. But what are the inputs and [2:04] the outputs of the system? The inputs in [2:06] the system are more people knowing about [2:08] the stuff which means paid ads and [2:10] content by and large for most of you [2:12] guys. That's the input. We have this [2:14] automated conversion for many of you. [2:17] And then delivery also for many of you [2:19] is relatively leveraged in that like [2:21] there's recordings and maybe you do one [2:23] call a week. If you have 10 times the [2:24] people on that call it still probably [2:25] works pretty okay. And so pretty much [2:28] everyone here should be spending the [2:30] lion share of your time promoting. And I [2:33] don't say like in a shilly way. I'm [2:34] saying like let people know about your [2:37] stuff and do it in a and go two levels [2:39] deeper. Spend more time on the problem [2:42] in and then let that come out in the [2:44] content or the ads. And that's what's [2:46] going to to create the differentiation. [2:49] So yes, like right now my my my simple [2:52] advice is if you have I don't know what [2:54] let's assume you work a 12-h hour day, [2:56] you can shrink it down to whatever hours [2:57] you work. I know we had the French guy [2:58] who was like I don't like working more [3:00] than four hours per week. Uh it's too [3:02] much. [3:04] So yeah, right. Shrink that down [3:05] according to you. But I just like first [3:08] four hours of the day I'm promoting. [3:10] uh next four hours of the day I'm I'm [3:12] building the stuff and then last last [3:14] one I'm delivering the stuff that I [3:17] built. That's that's the just third [3:20] third and just set a timer and stick to [3:22] that block like don't like have like [3:25] some fire camp like you have if you know [3:27] what you do every day because it [3:28] shouldn't be a surprise to you. There's [3:30] slacks, there's decisions, there's [3:31] whatevers, but many of you guys don't [3:32] have like massive teams you have to deal [3:34] with either. And so like if it's not [3:37] that, it is a distraction. And so if you [3:40] think about like what is focus? Focus is [3:44] doing [3:45] is doing one thing, which means that [3:47] anything that's not that thing is less [3:49] focused. Like the most focused video [3:51] game player would not sleep, would not [3:52] eat, would only play video games. As [3:53] soon as they introduce any activity [3:54] that's not playing video games, they [3:55] become a less focused video game player. [3:57] Now, you can't be 100% focused because [3:59] you'll die because you need to drink [4:00] water. You need to eat food. So, it's [4:01] like, okay, well, what degrees of not [4:03] focus can I introduce into the system? [4:04] But fundamentally, that is it. Like the [4:07] ultimate productivity hack is no. [4:12] Is this you seem to understand this [4:14] problem, right? Are we getting at it [4:17] like the are we? [4:18] Oh, good. [4:20] Why do you think these people just [4:21] endlessly scrolling and not doing [4:23] anything? Like what is going on in their [4:25] mind? You're talking about consumers [4:28] just you seem to know what we're talking [4:30] about. Like people do this. They they're [4:32] trying to figure out what's going on. [4:33] What should I do? And they never quite [4:34] figure it out because every day it [4:35] changes. Right. [4:36] Right. [4:37] And so they never are like I'm this is [4:38] it. I'm going to do this and I'm going [4:40] to ignore everything and I'm just going [4:41] to do it. [4:42] They don't do that. Like why not? [4:45] I think just speaking from personal [4:47] experience, we try to learn as much as [4:49] we can [4:50] and consume as much as we can and then [4:52] we listen to somebody who's a YouTube [4:53] expert that says do this. Then we listen [4:54] to a copyriter that says do this. [4:56] And at the end of the day, I know deep [4:57] down that everything does work if you [4:59] just do it for long enough and get good [5:00] at it. [5:01] But we we get into this circle of [5:04] Did you used to do this sort of thing? [5:07] I used to do more of it. Not not to this [5:10] extent. [5:10] I had a gym. I was like, [5:12] but you read books and like I read [5:15] I read books around specific problems [5:17] though to be real. [5:18] But I remember you saying something too [5:19] where it's like you were reading all [5:20] these self-help books. [5:21] Oh, that was before I started business. [5:22] But even just in general, the concept of [5:24] reading all these self-help books of and [5:26] at some point they all end up [5:27] contradicting each other and you're [5:29] like, "Oh, I'm in the same exact spot. I [5:30] just need to [ __ ] pick one and do [5:32] it." But I think picking that one gets [5:34] tough for [5:35] all a lot of us. [5:35] I I'll give you a a a wonderful piece of [5:37] advice that even very high level [5:39] entrepreneurs will forget. So it's [5:40] something we need to be reminded of more [5:41] than taught. But it's like you will do [5:43] something and as soon as it begins to [5:45] work, do not stop doing that thing until [5:47] it stops working. Do not stop doing that [5:49] thing because you fear it will stop [5:50] working. not stop doing that. Like if it [5:53] keeps working, you keep doing it. [5:55] Repeat successful actions. That was a [5:57] success. We should repeat that. We [5:58] should [clears throat] do that again. [5:59] But we did it yesterday. Do it again. [6:01] Aren't they tired of it? Did it work? [6:02] Yes. Do it again. I I'll tell you the [6:04] most extreme version of this and like [6:06] why I'm like, so I did the book launch, [6:08] right? The second day there was all this [6:11] juju about like uh you have to have a [6:14] rep pitch is a different presentation. [6:17] All this type of stuff. I I was so [6:20] adamant about this that I was like, "No, [6:22] I think I can give the exact same [6:24] presentation again, [6:26] same exact presentation and more people [6:28] will buy because I believe that it is [6:30] about asking again more like it worked [6:33] so I will do it again." And so I did the [6:35] exact same presentation day two and we [6:37] had did like $25 million in sales day [6:39] two. Same presentation. Now you're like, [6:41] "But would it be different people?" Tons [6:43] of the same people. [6:45] They just watched it again. We watch [6:47] reruns [6:49] of shows that we already know happened [6:51] and we think, "Oh, we I have to somehow [6:53] come up with a new business model every [6:55] week. If you have something and it works [6:58] and you make money from it, then you [6:59] have an input output equation." And so [7:02] then it's like, great, h the real [7:04] question becomes, how can I actually do [7:06] a hundred times the inputs? Now, part of [7:09] that comes from work ethic. The other [7:10] part comes just leverage. What kind of [7:12] systems can I put in there so that this [7:13] one piece of content gets put in 10 [7:14] places? That kind of stuff. But like, [7:17] school has pro one of the simplest [7:19] business models in the world. Promote [7:20] [ __ ] point to page, cha-ching, deliver [7:24] [ __ ] [7:25] And I repeat the [ __ ] out of that on [7:26] every single [laughter] [7:28] I'm like, look, they have a Instagram [7:31] link in bio about page money. [7:35] Yeah. [laughter] [7:37] Again and again and again and again and [7:39] again and everyone's still like, what do [7:40] I do? [7:41] Yeah. But it's the so like so when we [7:43] look at that which of those has volume [7:46] the conversion is there's no real volume [7:48] there maybe there's a split test if that [7:50] the delivery most of you has a fixed [7:52] delivery in that it's like I do a call a [7:53] week I do some sort of Q&A or breakdown [7:55] or review for a pickup guy or I do a a [7:58] page breakdown for Evelyn or an ads [8:00] breakdown whatever right that's it's a [8:02] fixed backend it's an automated [8:04] conversion the only thing the only part [8:07] of the system that actually you have to [8:09] do is the input is the ads and when I [8:12] say ads I mean in the formal sense [8:13] advertising let people know about stuff [8:14] that means content and paid and now that [8:16] content and paid are merged it's just [8:18] content and finding the good content and [8:21] then putting more money behind it so [8:22] more people see it that's it [8:26] traffic conversion rate churn like one [8:29] of those things might be the problem [8:34] maybe all [8:35] maybe all [8:36] but I swear most people don't even start [8:38] it so yeah but we've talked talked a bit [8:41] about this too. It's like maybe it this [8:43] term for it is too nerdy but like first [8:45] party data. [8:46] Mhm. [8:46] Cuz I was telling Hoszi once in one of [8:48] our calls that I was like [ __ ] I don't [8:50] even know when the last time I read a [8:52] book was. [8:52] Yeah. [8:53] It was like two years ago which seems [8:56] crazy right if but [8:59] um when I when I was younger and I [9:01] didn't know what was going on. I would [9:02] read a lot and I would take a lot of [9:04] course. I would consume a lot and that's [9:08] because I didn't have anything to do to [9:13] test if it worked or not. I was trying [9:15] to figure out what I should do, right? [9:16] So, I was like all over the place. And [9:19] then when I finally figured out, okay, [9:21] I'm going to do this, then I did it. And [9:23] then if it worked, I would be like, [9:25] okay, now I'll just make it keep [9:26] working. Or and if there's a problem, I [9:28] will seek information to solve the [9:30] problem. [9:32] And then I was consuming less. But then [9:34] the more I got, the further on I got, [9:36] the less the more first party data you [9:39] have from doing it. And that's obviously [9:42] so much more accurate and relevant to [9:44] you than third party data, which is [9:46] other people sharing what they think [9:49] worked for them. Do you do you see what [9:51] I'm saying? Yeah. And I think that [9:56] once you get that first party data, you [9:58] can totally tune out a lot of things. [10:01] like you can tune out everything that's [10:03] going on because none of that if that [10:05] matters it will touch the first party [10:08] data right like you'll see a movement [10:11] and you're like oh maybe that is [10:12] important but if it doesn't who cares [10:16] and is this making any sense [10:18] I endorse this message [10:20] I love figuring out my favorite thing to [10:23] do is like I can completely ignore that [10:25] I don't give a [ __ ] like that is what [10:27] I'm trying to do to everything basically [10:29] because I'm trying to figure out what [10:31] can I ignore. Um, [10:35] and I try to ignore a lot really. And I [10:40] should I repeat? [10:41] Yeah. [10:41] It's signal versus noise. Regarding the [10:44] the earlier question, finding out what [10:46] is signal, what is noise? And once you [10:48] get more first party data, the signal [10:50] becomes stronger, the noise becomes [10:52] smaller, right? [10:54] Yeah. you'll do stuff and then either [10:56] your [10:57] conversion rate will be a problem and [10:58] then you consume a YouTube video about [11:00] conversion rates and you're like, "Okay, [11:01] that gives me like six things to try." [11:02] And until you try those six things, [11:04] there's really no point in consuming [11:06] more stuff because you just need to try [11:07] the six things. And I will say, um, [11:10] Leila says this a lot, uh, which is just [11:12] like a great reminder for me, which is [11:14] like don't change things when a solution [11:16] is on the way. [11:18] So like we will we'll be mid split test [11:21] on a price thing and be like man our [11:23] turn is a problem. It's like we're we're [11:26] running the test right now. [11:27] So why should ch it's like dude we're [11:29] we're mid-flight like unless we land the [11:31] until we land the plane if we change [11:33] mid-flight everyone dies and it was a [11:34] complete waste. And so some things just [11:37] take time is that you just have to let a [11:39] certain number of repetitions certain [11:40] number of post certain number whatever [11:41] occur. So you can actually get feedback [11:43] on that data which I think is the sec [11:45] once you get into the first party world [11:47] that becomes the next issue is like you [11:48] want to try too many things even with [11:50] the data that you have and then that's [11:52] where strategy becomes important because [11:53] strategy is prioritization of resources [11:55] right and so you have 20 I mean how big [11:57] I mean the school list of like things [12:00] that we can do with the platform is [12:01] longer is very long [12:03] there's a 2,000 new ones each day um [12:06] from you guys thank you um [laughter] [12:08] and so you have to pick and so that to [12:10] be fair like that at the absolely [12:12] absolute core in my opinion is the core [12:14] of entrepreneurship is being able to [12:16] choose I have these very limited [12:18] resources and time money energy and [12:20] there's a hundred things I can do but [12:22] which of these hundred things that if I [12:23] were to implement has the highest [12:24] likelihood of yielding the biggest [12:25] outcome [12:26] for most people you don't have enough [12:28] data for it to even make sense [12:30] like ask again [12:32] that's why it's not a feature in school [12:34] by the way [12:35] uh you know you are not going to [12:36] implement AB testing for about page [12:39] it's just not worth it because we see [12:41] how much traffic most people get and we [12:43] see how schizophrenic their behavior is. [12:45] [laughter] [12:46] And [12:48] we see people think that their about [12:50] page change bombed after five clicks, [12:53] right? Like and they change it four [12:55] times in a day with like 20 clicks. And [12:58] I'm like, and they want to AB test it. [13:00] I'm like, no, [laughter] [13:03] you need to leave it alone for at least [13:05] a week with your amount of traffic, [13:07] right? And I've got this method I use [13:10] and I still use it internally at school. [13:11] We don't even run a lot of AB tests and [13:13] we've got a shitload of traffic, right? [13:15] I call it cowboy testing [13:18] and I just change it and watch the [13:20] number to see if it goes up or down. And [13:23] [clears throat] a lot of the time, a lot [13:25] of the time I can get away with that [13:27] [ __ ] [laughter] [13:29] when it's more sensitive, like very [13:31] sensitive, I'll run an AB test and [13:33] properly set it up, and I'm still [13:35] continuously amazed at how hard it is to [13:37] make something that can beat the control [13:40] that um I think most people don't really [13:44] understand [13:46] the the actual underlying mechanics of [13:48] an AB test. And if you don't understand [13:50] that, you're just going to create more [13:52] noise. [13:53] We ran 16 AB tests on the school games. [13:56] 14 of them lost. [13:58] I'll put it this way. This is another [14:00] way to look at it, right? So, we've got [14:01] the sign up page for school. We send an [14:03] enormous amount of traffic to that page. [14:04] So, it's obviously very important. [14:07] We have tried so hard to like make it [14:09] better. Most of the time we make it [14:11] worse in an AB test, right? However, if [14:14] we try a different random creative on [14:17] meta, it can work five times better. So [14:20] like the leverage in the creative is so [14:23] much more powerful than the leverage on [14:26] the the page. It's insane. [14:29] I think okay this is a I want to [14:31] continue down this. The earlier on in [14:34] the funnel that you are the bigger the [14:36] leverage is in terms of the throughput. [14:38] So if you change your your CTRs on your [14:40] ads from 1% to 2% you double the whole [14:43] business. [14:45] For you to do for you you're probably [14:47] not going to double the conversion of [14:48] your page. It's just it's just very [14:50] unlikely. You might get a 10 or 20% lift [14:52] maybe if it's a really good, you know, [14:53] improvement, but you could. But the [14:55] crazy part is like you absolutely can [14:57] get a double or a triple in convers in [14:59] in CTR on the ad side and that can get [15:02] paired with if it's a really good [15:03] creative. You might get double or triple [15:05] the conversion rate and your CPMs might [15:06] be one6th of what they are. And so all [15:09] of a sudden you have an 18x improvement [15:11] and there's just nothing downfunnel that [15:13] gets you that kind of gain besides maybe [15:14] a 10x or 20x in price or something like [15:16] that. But like for the actual mechanics, [15:18] it's very rare. And so like these are [15:20] the biggest levers in the business are [15:21] going to be price all the way at the end [15:23] because you can you can make that kind [15:24] of change and then the the pure volume [15:27] uh of creative on the front. [15:30] Most people don't have about page [15:32] conversion problems. It's what we see is [15:34] they mostly need more traffic or they [15:36] need a fixed churn. [15:37] Yeah. [15:37] Um but you know if your about page [15:40] doesn't convert, you do have an about [15:41] page problem and that is possible. Um [15:45] so for example uh we had monthly [15:48] subscription which is $9 and then we [15:50] added premium and it was only yearly [15:53] price uh for 77 and our conversion to [15:56] yearly uh rate was like 20%. And then we [15:59] add VIP which was 20 for 249 per year [16:04] and we we thought that we're gonna [16:06] increase the uh uh the RPU but our [16:10] premium conversion rate dropped to 5% [16:13] because we added third tire. So my point [16:16] was like I want to test like different [16:18] types of uh about page. Uh so one of [16:21] them like just uh uh normal and uh [16:24] premium and the second one is just for [16:26] VIP for example. [16:28] Can you can you cowboy test it? [16:30] I think you just did. [16:32] Yeah. So, you know what works better? [16:35] Uh, no. I mean, if I got two tires, the [16:37] uh conversion to premium is really high. [16:40] But if I run three tires, that's so the [16:42] conversion to premium is uh is not so [16:44] good. [16:45] So, which one works better? [16:46] The first one, but I already got a lot [16:48] of VIP people in the group, right? [16:51] Maybe do the first one. [16:54] So, what should I do with the people who [16:55] already bought the VIP for yearly? I [16:58] don't know. Um, keep keep him or cancel [17:01] them, whatever you want. [17:05] Also, to his point, first party data, [17:08] [clears throat] right? Like you can you [17:09] can read like, hey, having a high anchor [17:11] works in a lot of scenarios. In yours, [17:12] it didn't. Good to know. [laughter] [17:18] Real quick, I'm going to show you the [17:19] exact 10-stage road map from zero to 100 [17:22] million plus that less than 1% of [17:25] companies finish. I've now done multiple [17:26] times. And so I can say with a lot of [17:28] confidence that these are the stages as [17:30] headcount increases that you need to get [17:32] through. And I broke each of these down [17:34] by eight different functions of the [17:35] business. What the constraint feels [17:37] like, like what are the symptoms of it [17:38] when you're going through it. And then [17:40] what steps we actually took to graduate. [17:41] And we've done this across software, [17:43] physical products, uh service [17:45] businesses, brickandmortar, all of this. [17:48] And it works. And it's my gift to you. [17:49] It's absolutely free. And so the link's [17:51] in the description, but you just go [17:52] acquisition.comromadap. [17:54] Just enter your info and it'll spit it [17:55] right back to you. Offer.

===FILE=== ARWNgQ8-DKc - You Don’t Need the US Market to Build a $20M Business.txt
https://youtu.be/ARWNgQ8-DKc
You Don’t Need the US Market to Build a $20M Business

[0:00] Hi, Alex from France. Hello. Uh, so [0:03] proud to be still awake. I'm proud of [0:05] you as well. Wanted to ask whether [0:06] having free and paid in French plus one [0:09] free in English is too scattered to [0:10] start out. I help con concier [0:13] homeowners, okay, to recruit and train [0:15] their staff widen their digital presence [0:16] online marketing based on my result in [0:19] short-term rentals. Okay, this is [0:21] full-time family responsibility. Being [0:22] an HR professional three decades, I [0:24] could trust me and help teaching. So, [0:26] okay, got it. So, you're in the [0:28] short-term rental space and you're good [0:30] at helping people hire staff help for [0:33] short-term rentals. That's what it [0:34] sounds like that you're good at. Um, I [0:37] would focus on one market. I would [0:39] either just do English or just do [0:41] French. There's plenty of people in [0:42] France. Um, like you can build a million [0:45] dollar business in France. So, everyone [0:47] always has this obsession with like I [0:49] have to go to the US because it's [0:50] bigger. It's like like I don't know, you [0:52] know what the population of France? What [0:53] is it? 50 million something like that. [0:56] France population let's see here 70 [0:59] million right so 70 million the US is is [1:02] 300 so okay you know it's like 1ifth of [1:06] the population it's like okay so instead [1:08] of building a$und00 million year [1:10] business you can build a 20 million but [1:11] if you're if you're happy with 20 you're [1:13] still fine and at that point you can [1:14] expand um so tlddr stick to France [1:18] that's the thing that you understand [1:19] that's what everybody knows that's the [1:21] market you have your proof in I would [1:22] keep it

===FILE=== A_Xz7rkV-HI - How to Charge $250 an Hour as a Videographer.txt
https://youtu.be/A_Xz7rkV-HI
How to Charge $250 an Hour as a Videographer

[0:00] Hey, Alex. Uh, I'd love if you could [0:02] roast my page. Um, all right. Let's look [0:05] try to take what you said and model it [0:07] after that. Okay, good. Let's let's see [0:08] how well you followed the uh followed [0:10] the instructions. [0:12] All right, we got 200 people on here. [0:14] We're rocking and rolling. All right, [0:17] learn how to take your videography to [0:19] the next level with our five-step [0:20] process. Price might increase. [0:24] Uh, okay. So, let me instead of might, [0:27] which I think is cute. Um, just say [0:29] price will increase. You just don't need [0:31] to say when. Can always just be in the [0:33] future. Just as a side. Okay. So, let's [0:35] just put that out there. $59 a month. [0:37] Good. I'm glad you didn't [ __ ] foot [0:38] around the price. You got a little bit [0:39] something more meaningful there. Great. [0:42] Um, got the video first. Cool. Okay. Um, [0:46] okay. No [ __ ] just video. It's [0:48] incredibly lucrative. [0:51] Um, [0:53] no. Gave you proven strategies. [0:57] Okay. [0:59] Um, okay. [1:02] Okay. So, the thing that I thought I [1:05] would pull out of this that's the most [1:07] important part is this last bullet. [1:10] Charging 250 a video. I would probably [1:13] like make that my first thing. How to [1:15] charge $250 a video within four weeks. [1:20] Wow. Right. Charge $250 a video that [1:23] takes you one hour to to to make. Like, [1:26] would you like to make $250 an hour [1:27] instead of $10 an hour or $20 an hour? [1:29] Yeah. Well, here's how you do it. [1:30] There's five steps. Here's how you [1:31] position yourself. Here's how you edit [1:33] it. And that that's going to be the ex [1:34] like the each of these slides is going [1:36] to be the explanation of the of the [1:37] mechanism, right? So, phase one is we [1:40] have to reestablish your social brand so [1:42] that you look like your videographer. [1:44] Step two is you have to understand the [1:45] pricing and packages. This is the [1:47] pricing that all of our guys use and [1:49] I'll show you how to sell it. Number [1:51] three is the sales process. Number four [1:53] is how to get clients. Number five is [1:54] how to deliver these things in under an [1:56] hour. Da da. There's the there's the [1:57] system. Okay. So, that's what I would [1:59] like all this gatekeeping secrets blah [2:01] blah blah blah blah. A lot of effort. I [2:03] don't think it's going to convert. I [2:04] don't think it's going to be like I'm [2:05] not be like, "Oh, now I'm going to buy [2:06] because he is not gatekeeping secrets." [2:08] Like that's that's not what I'm right. [2:10] Like I would I would buy this because I [2:11] want to char I want to charge 250 for [2:13] something that takes me an hour. That's [2:14] what I want. And so you just need to [2:16] show me that I can believe you when you [2:18] say that you'll do that. And then the [2:19] rest of these should be proof around [2:20] people who are just showing snapshots of [2:22] their Stripe account being like 250 250 [2:24] 250 250 and people like holy [ __ ] this [2:27] is real. That's what makes this [2:28] compelling. Okay. [2:31] So also price might increase and then [2:33] price increasing soon. Just I would just [2:35] you know pick one. Uh get in for that [2:37] normally that. Okay. Or will be instead [2:39] of normally uh money back guarantee blah [2:41] blah blah. Okay. Uh are you creating [2:43] great videos but struggling to make [2:44] money? Fine. That's not bad. Um, [2:48] fivestep process. Yeah, show me the [2:49] process. Um, and show that in here and [2:52] put it around the promise. So, promise, [2:55] proof, plan. Very simple. Here's my [2:57] promise. We're going to get you to make [2:58] 250, right? Uh, the the plan is my [3:01] five-step process. And then proof is [3:03] that you're actually like, let me show [3:04] you all these other people who've done [3:05] it. Okay, great. What's inside? [3:07] Exclusive access and resources. So, this [3:08] doesn't actually mean anything. Um, so [3:12] you want to like you want to define like [3:14] what is exclusive access. [3:17] So just take chunk it down. Be like you [3:19] can DM me whenever you want. You get my [3:22] cell phone and we can hop on a call as [3:24] long as between 9 to5 and I'm available, [3:27] right? Like that's what exclusive access [3:29] means. So just define the terms, break [3:31] them down. Otherwise you use marketing [3:33] jargon and no one understands what it [3:34] means. All right. By the way, this is [3:36] just the secret to great copywriting is [3:38] just just tell them what it is, [3:41] okay? Like resources. Like don't say [3:44] resources, tell them what the resources [3:46] are. So it's like it'd be like talk to [3:48] me and stuff. It's like yeah, but how? [3:50] Like give me the give me the meat, [3:51] right? Okay. Um become profitable [3:55] freelancer. So this is this is an [3:56] outcome. Okay. Freelancing lifestyle, [3:59] travel the world's freelancer. Okay. [4:00] Collaborative sessions, group calls, [4:01] blah blah blah blah. Okay. Um, so this [4:04] is the closest part to the features. Um, [4:07] and I would want to beef these out and [4:08] make them more valuable, but I think [4:10] that you could really murder if you do [4:12] what I just outlined on up here with [4:15] each of these slides and then providing [4:16] because like this is actually a pretty [4:18] this is actually a pretty if if packaged [4:21] properly, this could be very compelling. [4:23] Uh, because one hour for $250, a lot of [4:28] people are into that. And so if you [4:30] said, "Hey, if you work 20 hours a week, [4:33] 20 times 250 is 5,000 a week and you [4:35] work half part-time, right? That's [4:37] pretty chill. Travel the world, [4:38] whatever. It's 200 grand a year. [4:40] Awesome." Right? And so I would be [4:43] selling around that promise. And then [4:45] the rest of my page is dedicated to [4:47] making them believe that it will happen [4:49] for them. So fundamentally, all right, [4:51] so everybody listen to this. Persuasion, [4:55] especially in B2B offers, right? In B [4:58] TOC offers, you have to make them [4:59] believe it's worth it and then that they [5:02] have to believe that you can help them [5:03] do it. So, it's two things most of the [5:04] time. With B2B offers, if you say you [5:07] make $20,000 a month and it cost you [5:10] $60, the is it worth it is very clear. [5:13] The problem is making them believe that [5:16] it will happen for them. So, all of the [5:18] effort is decreasing the risk associated [5:20] with the purchase and decreasing the [5:22] perceived friction around success. And [5:25] so you have to think what are all the [5:27] questions that they are going to have [5:28] going into this that they don't know the [5:30] answer to and say I already I've already [5:32] thought of this and solved it. And so [5:34] this is like opening emails, opening [5:37] DMs, uh how to post 20, you know, 20 [5:40] content postes and CTAs that work well. [5:42] Like I already have invoice things and [5:44] contracts laid in place. I'll show you [5:46] how to set up your Stripe account, blah [5:47] blah blah blah. Literally everything [5:49] inside you want to explain that stuff. [5:50] They're like, "Fuck, if I just do this, [5:52] I'll get it." And that's the point, [5:53] right? And then you can and then you can [5:55] you can sell against and say, "Hey, [5:56] worst case scenario, you could come in [5:57] here and download all my [ __ ] for 60 [5:59] bucks, which is going to save you more. [6:00] And this contract, it cost me $300 to go [6:02] to a lawyer. That alone is worth the [6:04] price of the group for five months. This [6:06] cost me this much time and money, and [6:07] it's that alone is worth the cost of the [6:09] price. This blah blah blah." You go over [6:11] and over and over again. So, if you guys [6:12] haven't seen this, go to uh on my page, [6:15] my uh on my YouTube, I have the pitch [6:17] for the book, [6:20] watch the bonus section. And so when [6:22] you're trying to figure out how to [6:24] describe your bonuses, like the features [6:27] of your offer, go watch that and watch [6:30] the structure of every bonus. It's like, [6:32] here's the bonus. Here's what it's going [6:34] to do for you. Here's why it's [6:35] important. This is what it's worth, but [6:38] I'm not going to charge you that even [6:39] though it costs me this much time and [6:41] effort to do, you're just going to get [6:42] all of this immediately rather than [6:45] having to pay this kind of effort, which [6:46] is a massive discount on what it's [6:47] really worth. Great. You just you just [6:49] run that cycle over and over and over [6:51] again.

===FILE=== AhYCD0CmePI - You Might Make More Money From Affiliate Links Than Clients.txt
https://youtu.be/AhYCD0CmePI
You Might Make More Money From Affiliate Links Than Clients

[0:00] Not an expert yet, but I have close to [0:02] three years of personal experience in my [0:03] niche. My free group helps people design [0:06] and start growing food based on location [0:09] and available space. Question: How do I [0:11] get my first paid client? Okay, I [0:13] actually really like this. Like, you [0:15] actually did this. You've done this for [0:17] a few years. You're clearly passionate [0:19] about it. Um, I really think this is [0:21] cool. So, uh I think so what's the So, [0:25] you would know this better than me, but [0:27] I don't know the avatar in terms of the [0:29] pain point. So, I don't know if it's [0:31] like not like not having chemicals [0:33] because you're the one who's growing it, [0:34] so you know what's inside of it. I don't [0:36] know if it's like you want to have [0:37] fresh. I don't know if it's being [0:39] sustainable. Like, I'm sure that some [0:41] people are going to have different like [0:42] like basically I want to figure out what [0:44] the promise is. So, the promise is like [0:46] don't have to buy vegetables because you [0:48] can grow them all your own. Like that's [0:49] that has a money-saving component to it. [0:51] and some of these other benefits. If [0:53] it's like be chemical free within a year [0:55] of using my system of growing fruits and [0:59] vegetables or whatever, then that would [1:00] be a different promise. So, I think [1:01] getting really clear on and you're like, [1:04] "Well, how do I figure that out?" You [1:05] talk to people. So, I'm sure you're in [1:07] like Reddit forums and things like that [1:08] because this definitely feels like a [1:09] Reddit type thing. Um, I would go in [1:12] there and ask people like what like hop [1:14] on calls, talk to people. If you're [1:15] like, "Wow, that sounds like work." It's [1:16] like, "Well, welcome to business." um [1:19] you'll find out data about what they [1:21] want and then as soon as it's like wow I [1:23] wish someone would have helped me it's [1:24] like I help people and this is like I [1:27] give them my hookups for all my seeds I [1:29] have you know and this is by the way for [1:31] this particular business you might [1:32] actually make more from affiliate stuff [1:34] of like Amazon affiliate links for like [1:36] jars and seeds and like whatever [1:39] synthetic soil if you have to if people [1:41] have to buy that because they live in [1:42] the city um like you know watering [1:45] equipment lights if you have to do that [1:47] I'm thinking like a cannabis setup. I [1:49] don't know. But like you know all of [1:50] these, you know, maybe a humidifier. I [1:52] don't know how this works, right? But [1:53] you all of those things you might [1:56] actually make more from the affiliate. [1:57] So, interestingly, this type of business [2:00] can sometimes lend itself to being a [2:02] free community and they support you by [2:05] using your affiliate link. So, there's a [2:07] there's a business called um [2:09] uh Garage Gym Reviews. It's on YouTube [2:12] uh by a guy named Coupe. I I watch the [2:14] channel because I I buy a lot of gym [2:15] equipment and so he gets all these all [2:17] the because he has a big reputation now [2:18] and so he gets a lot of new stuff before [2:20] it comes out and he reviews it and he [2:21] gives really honest reviews and so for [2:23] you it's like you can review six [2:24] different jars, right? And he makes all [2:26] of his money off of people clicking the [2:27] affiliate links for gym equipment. [2:30] And so you just always want to make sure [2:32] that you're being honest about the [2:33] reviews. Like don't say something's good [2:35] if it's not good just because it has a [2:36] good affiliate commission. And longterm [2:38] you'll earn the relationship with that [2:39] community. So that has that has two [2:41] potential income streams because the [2:42] nature of that business. Very cool.

===FILE=== Asy7IqieUho - How to Increase Enterprise Value in Your Business.txt
https://youtu.be/Asy7IqieUho
How to Increase Enterprise Value in Your Business

[0:00] Is it possible to increase enterprise [0:02] value by converting a standard business [0:03] into SAS? All right, I'm going to answer [0:05] this question for you, Luke. [0:08] Software is not inherently valuable, [0:11] just like a standard service business [0:13] isn't inherently not valuable. The thing [0:16] that makes software valuable are [0:18] business characteristics that software [0:20] companies when done right typically [0:23] have. And so they will typically have [0:25] high gross margins. They'll typically [0:27] have high revenue retention and ideally [0:29] some sort of viral coefficient that [0:31] allows them to grow quickly. But if you [0:32] think about any business that had high [0:34] gross margins, high revenue retention, [0:37] and lots of growth, you would want to [0:39] invest in that business. And so software [0:41] or SAS s software as a service, right? [0:44] Typically has when done right all three [0:47] of these things. If you take a service [0:49] business and then have an identical [0:51] software business that has the same [0:52] characteristics, let's say you have [0:53] shitty retention, shitty gross margins [0:55] and no growth, that is not inherently [0:57] valuable and probably not even more [0:59] valuable than the service business. If [1:01] anything, might be less valuable because [1:02] now you have this whole dev team that [1:03] you have to maintain where a service [1:04] business you can just keep going and [1:05] it's less operationally complex. So no, [1:08] software does not inherently make [1:09] anything valuable. It just has [1:11] characteristics that when done right can [1:13] be incredibly valuable. Real quick, I'm [1:15] going to show you the exact 10 stage [1:16] road map from zero to 100 million plus [1:19] that less than 1% of companies finish [1:21] I've now done multiple times. And so I [1:23] can say with a lot of confidence that [1:24] these are the stages as headcount [1:26] increases that you need to get through. [1:28] And I broke each of these down by eight [1:30] different functions of the business, [1:32] what the constraint feels like, like [1:34] what are the symptoms of it when you're [1:35] going through it and then what steps we [1:36] actually took to graduate. And we've [1:38] done this across software, physical [1:40] products, uh, service businesses, brick [1:42] and mortar, all of this, and it works. [1:44] And it's my gift to you. It's absolutely [1:46] free. And so the link's in the [1:47] description, but you just go [1:48] acquisition.comroadmap. [1:50] Just enter your info and it'll spit it [1:51] right back to you. offering.

===FILE=== BP-W6ry0R-Y - How to Sell a Community Business for the Most Money.txt
https://youtu.be/BP-W6ry0R-Y
How to Sell a Community Business for the Most Money

[0:00] Is it possible to sell or exit a [0:01] business community that is built at [0:02] school? Thank you. Um I see no reason [0:04] why it wouldn't be possible to exit a [0:06] community like this. The big thing that [0:09] will matter is the marketing system and [0:13] this is why the inputs are so important [0:14] is the marketing system that ties to the [0:16] revenue. So fundamentally when you buy a [0:18] business or you sell a business, you're [0:20] selling an annuity, which is just a [0:22] fancy word for an annual recurring [0:23] revenue stream. And so the buyer wants [0:26] to get a return on that revenue stream [0:28] and then they're going to add a discount [0:30] which is applied based on risk. And so [0:32] it's how likely is it that this business [0:35] will continue to run and or grow and [0:37] remain profitable for the foreseeable [0:39] future. And if they buy your you know [0:42] community and say well I think this [0:43] thing you know the average customer [0:44] stays three months and I don't know how [0:47] long you know how they even get [0:48] customers. then you might sell for 25% [0:51] of your annual revenue, right? Which [0:53] would be like kind of a small exit. If [0:55] you could prove that people stayed for a [0:56] year and then you had a really reliable [0:58] way of getting people in and there was [1:00] no risk associated and it was, you know, [1:02] you had a team of VAS that does [1:03] outbound, uh, then you'd be like, okay, [1:05] or I have a network of, you know, 20 [1:08] influencer pages that I that I drive [1:10] traffic from, whatever it is that it's [1:12] not one itis, it's not one source, you [1:14] have a lot of different streams that you [1:15] have that are reliable, then it becomes [1:17] a much more valuable thing. And so [1:19] everything that has to do with selling a [1:20] business is how much of it is an asset [1:22] versus a job, right? As in like what [1:24] does the person who's buying it have to [1:26] do? If they have to do something, it [1:27] immediately goes down in value. Like if [1:28] I can just buy this asset and it kicks [1:30] off cash, which is like when you buy a [1:31] building, they're really valuable [1:32] because they kick off cash. You don't [1:33] have to do a lot. Now sure, there's [1:35] stuff you have to do, but there's people [1:36] that are already in place when you buy [1:37] an asset like that. And so that is [1:39] fundamentally uh what goes into it. So [1:42] any asset is sellable if it has the [1:44] characteristics of a sellable

===FILE=== BYpTRiRqS1Y - Helping 4 Educational Business Owners Build a $1M Business i.txt
https://youtu.be/BYpTRiRqS1Y
Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes

[0:00] I've been in business for 14 years. Last [0:01] year, our companies in total did over [0:03] $250 million in aggregate revenue. I [0:05] co-own the platform School, which is [0:06] over 22 million users. And school's a [0:08] platform that allows people to start and [0:10] scale digital businesses. And so, I have [0:12] access to quite literally millions of [0:13] data points on what makes digital [0:15] businesses work and what doesn't. And [0:17] so, in this video, I'm answering your [0:18] questions about how to scale. Home Flipping Education [0:19] I sell dreams and I built an ecosystem [0:21] to make it happen. Essentially, what [0:23] does that mean? Let's [0:24] get into it. I start off flipping homes. [0:26] Okay. Thank you. And then uh [0:29] okay I started off flipping homes and it [0:31] got to a point where [0:32] that's a hope and opportunity. Hey, it [0:34] works. [0:37] I flip houses. Got to a certain point. [0:38] We got about 30 40 consecutively every [0:40] year in the same market. Revenue is [0:42] about 4 mil. [0:43] Okay. [0:43] Adjusting out line itself. It got to a [0:46] point there's too much competition. You [0:47] had a hard time being profitable per [0:49] flip. [0:49] So then develop a model where we convert [0:52] competition to collaboration. Start a [0:54] contracting company instead of buying [0:56] the product becoming the product. and [0:58] then starting a coaching channel where I [0:59] feed this ecosystem vertically [1:02] integrated HVAC company, roofing [1:03] company, uh dumpster company, [1:05] contracting, the whole nine yards. So, [1:08] teaching people how to do it and I'm [1:09] giving them the process how to do it. [1:10] All that is different revenue drips for [1:12] me. Uh what's stopping me? I got too [1:16] busy too fast and uh owner operator for [1:18] a long time up until about 3 months ago. [1:20] Hired a COO now transitioning a lot of [1:23] the operations stuff onto her. really I [1:26] don't know what the [ __ ] I'm doing [1:27] because like I'm trying to transition [1:28] myself out. I don't know how to run a [1:29] COO. [1:30] Why are you trying to transition out of [1:32] the role or out of the company? [1:34] A little bit of both. So out of the role [1:36] because [1:37] to be honest, I don't really care about [1:39] the revenue uh growth factor. I care [1:42] more about the impact. So [1:44] a promise I made myself is I want to [1:45] impact at least five like uh 1 million [1:47] lives before I die. So how do I do that? [1:49] I'm not going to be doing that flipping [1:50] homes at a small scale. But I built a [1:52] company that's so based in locality that [1:54] I'm trapped within it because it's so [1:57] local. My team is there, my resources, [1:59] my companies. The coaching program only [2:01] makes sense because it's local. But [2:04] because my market size, there's only so [2:06] many people I can get consecutively [2:07] every time unless I keep dropping [2:09] prices. The opposite of increasing [2:10] price. [2:11] So what does that mean? I have to go to [2:13] a national stage is how to how do I take [2:15] this coaching at a massive scale? And [2:18] that's where I'm stuck at because I'm [2:19] too busy in the operations. And that's [2:21] where Amy came in as a COO to kind of [2:22] help me get out of it and focus on the [2:25] next phase of, you know, the origin [2:27] story. [2:27] So, dude, like I I I appreciate the [2:30] national scale vision. I think you could [2:33] probably get to given the ticket size [2:36] and how you can monetize the customer in [2:38] all these hundreds of ways. Like the the [2:40] reason you would do that setup is so [2:42] that you could dominate a local market. [2:45] You're not dominating a local market [2:46] right now. You're barely getting [2:47] started. And so you could probably [2:49] realistically get between Fagville um [2:52] and Raleigh, you could probably get to [2:54] 100 million a year [2:56] just in that market alone. [2:57] Yeah. And I think if you just take your [2:59] eyes off of like I want to conquer the [3:00] entire world. It's like maybe. But like [3:03] in order to conquer the world, you have [3:04] to conquer a country first, right? And [3:06] before you conquer a country, you got to [3:07] conquer a city. And right now, you [3:08] haven't conquered a city. And so what [3:10] happens is when armies overexpand, they [3:13] collapse. And so you need to fortify [3:15] your base better because 10 dude 10 a 10 [3:17] a month is nothing. [3:18] So what do you recommend? Do I try to [3:20] automate what I have [3:22] or do I just put myself more into it and [3:25] double? [3:25] Yeah. I think you should just ignore the [3:27] national thing. [3:28] Yeah. [3:28] And let me just ask the simple question. [3:31] Can you could you sell 20 people a week [3:34] right now? Not like let me say it [3:36] differently. Can you handle 20 people a [3:38] week? [3:40] We will be soon. Now that the co has [3:42] kind of taken. You could have an 8x [3:43] increase in sales within your current [3:46] infrastructure. So that would take you [3:48] from 4 to 32. [3:51] That solves a revenue problem, not the [3:52] impact problem. [3:57] Do you make content? [3:58] I don't have time. Hence squad, if you [4:01] couldn't tell. Yeah, [4:02] but that's where I'm slacking the most. [4:05] Yeah, it's the content. Um, it would be [4:08] far easier for you to just make content [4:10] about the stuff you're doing and impact [4:11] millions of people that way. [4:13] Yeah. [4:14] Than [4:16] every single person in America to be a [4:17] home flipper. [4:18] And that's not achievable anyway. [4:20] I agree. [4:21] It's more about the financial education [4:22] like selling the the dream of like you [4:24] can be something more than just what you [4:26] think you are and where you came from. [4:27] And you can make content about that and [4:29] you can distribute it for free with [4:30] leverage. It's a beautiful thing. And so [4:33] like you can be legit because you have a [4:35] legitimate business and then you can [4:37] talk about it and help all these other [4:39] people and then you just keep growing [4:41] this thing. [4:42] Okay. So double down locally. [4:44] Yeah. You already have all the like you [4:45] went through whatever the hell you did [4:47] to go through and build all that stuff. [4:48] It's like you just built it and you're [4:50] like, you know what, I'm going to leave [4:51] it now and I'm going to do another [4:52] thing. It's like no. Like I'm glad you [4:54] brought the COO in, but it's probably so [4:56] that she can do some of the stuff you're [4:57] doing now so you can do the stuff you [4:58] know you should be doing but you're not. [5:00] And so like you want to do the impact, [5:01] you see you don't have time. You have [5:02] the COO go make some content. It's not [5:03] going to take that long anyways. And [5:04] that way you can scratch your impact [5:06] itch. And then for everything else, it's [5:08] like you need to learn how to run paid [5:09] ads and sell [ __ ] cuz like you for sure [5:11] can sell 20, 50, 100 people a week in a [5:13] local market, no problem for the offer [5:15] that you have. [5:16] Should I increase pricing to make it [5:18] better or should I keep it where it's at [5:20] given that it does feed my other [5:22] channels? [5:22] You probably have a better time just [5:24] like charging 100 grand and saying [5:25] you'll do that stuff for free or at [5:26] cost. [5:29] Yeah. [5:31] Um, but yeah, I mean, can you raise [5:34] prices? It's just like, can you sell and [5:36] can you like Yes, you could. Typically, [5:38] an offer like this is 100 grand. [5:40] Yeah. [5:40] So, usually they have a done with you [5:42] style offer that's between 15 and 25 and [5:44] then there's a uh total turnkey offer [5:46] which is $100,000. [5:48] No one in my market can afford that. [5:50] That's the problem. [5:51] That is just not true. [5:52] If I I'll no one in your market that has [5:55] heard of you through word of mouth of [5:57] you emanating your presence into the the [5:58] the workshops that you run once a [6:01] quarter or whatever have can afford it [6:03] if you run ads. Yes. It's just that like [6:05] how many people show up to your thing? [6:08] The venue holds 55 is packed out every [6:10] time. [6:11] Yeah. 50. So you have 55 people a month [6:13] that come in the doors [6:14] every three months. Yeah. [6:15] Every three months. Right, dude. So it's [6:18] like the way this looks in reality is [6:21] you'll bring a 100 people in the room [6:22] and you'll do three of those in a day [6:25] and you'll pitch and you'll close 10 15 [6:28] you'll close three or five at the you [6:30] know like the 100k and you'll close a [6:32] handful at the you know call it 15 to [6:35] 25k and that's that's the business. So [6:38] you like you're you're like you see 200 [6:41] people a year and you're like my market [6:42] can't afford it. It's like well those [6:44] 200 can't. It's like look at 2,000. I'm [6:46] sure there are some. Let me give you a [6:47] stat. 9% of people in America have a [6:50] million dollars in terms of their net [6:52] worth. So if you include the ass like [6:53] buy their home, like 9%. It's [6:56] significantly higher than you think it [6:57] is. They just look older. [7:00] Real. Okay. We sell motocross training. Motocross Training Camps [7:03] Okay. [7:04] So we we hold 5day camps. What we did to [7:06] be able to get our projection to 26 to [7:10] the 4 million is we scaled down our [7:12] single day tour dates. We were we we did [7:15] more in 24. We went all the way to we [7:19] scaled from 70 single day tour dates in [7:22] 23 to 140 of them in 2024 and it was [7:27] just a ton of operational drag. I mean [7:29] it was like we were like a rock. [7:31] It was nuts. [7:33] But what we realized and looking back on [7:34] it is the bottom 20 of those were net [7:36] negative. The the next 20 were net less [7:39] than $1,000. So inconsequential. And [7:42] then I started looking at in 2024 we did [7:44] three of the 5day camps kind of as a [7:46] test run. Each of those net well over [7:49] 100 grand each and I'm like well hang on [7:51] a second. This is the answer. So this [7:53] year I told the team at first I called [7:56] them. I said hey I just had an epiphany. [7:57] Here it is. We're going to do 10 camps. [8:00] And I said actually no we're actually [8:02] going to do 25. And they're like 25? [8:04] What do you mean 25? Yeah. [8:06] My question is, [8:08] do I continue to my [8:10] Were you just able to charge more for [8:12] the 3-day than the one day? [8:13] Uh, the Earth, sorry. [8:15] So, the one day is $300, which is [8:17] probably not enough. The fiveday is [8:19] $1,200, which is definitely not enough. [8:23] Uh, so that's what part of the question, [8:25] too. [8:25] Cool. [8:25] Um, I want to continue to scale the five [8:28] days and scale down the single days, but [8:30] my fear is we basically own the space. [8:32] Nobody else does what I do. It's pretty [8:34] large market. [8:35] Um, there is one copycat company and [8:37] he's trying to hit all these single day [8:39] tour dates in the regions that we're [8:40] doing them. So, I'm afraid if I scale [8:41] them down too much, [8:43] we won't copy the model that makes the [8:45] money. [8:46] That's a great point. Yeah. [8:50] Love this for us, right? [8:53] I hope he does. [8:54] Okay. I could honestly I could go home [8:57] right now and I'd be happy after that. [9:00] Yeah, you're right. You're right. And I [9:02] feel more confident that I don't think [9:04] he could do what we could do anyways, [9:05] but he certainly can't do what we can do [9:07] in a five-day event. I mean, we we've [9:08] run those five days like nobody else. [9:10] So, [9:10] yeah. And I'll land the plan on that for [9:11] you, too, which is that [9:13] you will never go out of business [9:14] focusing on the customer. And I I'll [9:16] tell you a quick story. So, the biggest [9:18] business mistake that I I've made, the [9:20] two most costly business mistakes I've [9:22] made, um, one of them has nothing to do [9:24] with this. This is the other one, which [9:27] has everything to do with this. Um, I [9:29] had a competitor that ended up taking a [9:33] bunch of my top testimonials that were [9:35] that we kind of converted to semi-mp [9:36] employees because they were big [9:37] evangelists back in the gym launch days. [9:40] And as soon as they took them and they [9:42] were they were big ads for me, all of a [9:44] sudden they were running ads for this [9:45] other guy. So, it's kind of like when [9:46] the Verizon guy went to the AT&T, [9:48] remember that that that switch over that [9:49] actor? It was kind of like that. And [9:52] this guy was offering one-on-one [9:54] coaching um to help people out. I never [9:57] did that. And so and they were cheaper. [9:59] So they were cheaper. They were doing [10:01] one-on-one and they had some of my top, [10:03] you know, customers uh becoming [10:05] advocates. And they said that the 10 of [10:07] them had come they partnered. He [10:08] partnered with these 10 people or [10:09] something like that. And when that [10:11] happened, I got r my feathers got all [10:14] ruffled. And I was like, it's war time. [10:16] We got to, you know, we got to go to the [10:18] mattresses. We got to really, you know, [10:19] change change the business up. And so I [10:21] did this big kind of like relaunch [10:23] internally to my existing customer base. [10:25] And um I said, "We're," you know, I did [10:29] this big value stack and I said, "You're [10:30] going to get all this extra stuff, not [10:33] for the same price you're paying me, but [10:35] for less." And so I took my existing [10:38] recurring base and I reduced my revenue [10:41] by $500,000 topline per month. And so [10:44] that translated because we take it off [10:46] topline and and the cost went up. So I [10:47] increased my costs and I took my topline [10:50] down by 6 million. And I ended up losing [10:53] in profit somewhere in the neighborhood [10:54] of $6 to $7 million a year for that [10:57] business at the time. I then ended up [10:59] selling that business obviously and the [11:01] business never recovered that profit. It [11:04] stayed there. And when I did make that [11:06] move, the first comment in the chat [11:10] after I dropped that it was less was a [11:12] complaint that I had not done it [11:14] earlier. So it was not, "Thank you so [11:16] much for lowering the price and giving [11:17] us more shit." It was, "I can't believe [11:19] I was paying more. [11:21] And I was like, I want to [ __ ] kill [11:24] myself. [11:26] And and here was the best part of all. [11:28] My churn changed zero. So I just cut my [11:31] top line by 20%. Churn remained the same [11:34] because the willingness to pay change [11:36] that I made. I basically reduced it from [11:38] call it 3,000 a month to $2,500 a month. [11:40] It actually made no real difference in [11:43] whether someone would cancel or not. It [11:45] was past a threshold that this is a lot [11:46] of money. And so it changed nothing. I [11:49] just made less money. And then when I [11:51] sold the company, that six got [11:52] multiplied by a lot. And so that [11:54] probably cost me in the neighborhood of [11:56] probably $50 mill million. And so the [11:58] big lesson that I learned there was that [12:00] I shouldn't and that that competitor [12:02] ended up killing that business because [12:05] it wasn't [ __ ] profitable. And so I I [12:07] was the market leader and someone came [12:09] in to undercut me and then I said, "Oh, [12:12] I'll copy the moron." [12:14] It's easy to let happen. [12:15] Yes. [12:16] And so don't lose $50 million. Let him [12:19] let him figure that out for himself. You [12:21] just focus on the customer and you'll [12:23] win. [12:23] Good answer. Thank you. [12:24] Appreciate you. [12:25] If you're a business owner, I'd like to [12:26] invite you out to come to our [12:27] headquarters in Vegas to see how we [12:29] scale businesses using what we call the [12:31] value acceleration method, which is a [12:33] compilation of all the stuff that we've [12:35] learned, breaking down different [12:36] businesses across different industries. [12:38] And if that sounds at all interesting, [12:40] you can click below and book a call and [12:42] we'd love to potentially meet you and [12:43] see you in person. Real Estate Agent Coach [12:44] I sell coaching to real estate agents. [12:46] Mhm. Um, I do two and a half million. [12:49] Um, I'd like to double it. What's [12:51] stopping me? That's a good question. [12:53] Your boy Ed, he seems to think I could [12:55] be just super famous. [12:57] And he's like, you need a brand manager. [12:59] Yeah. [12:59] And so, you know, he's like, you need [13:01] somebody that has already kind of [13:03] achieved that with someone else, right? [13:04] So, I guess my question is, how do I [13:06] find that person? Cuz 99% of the stuff [13:09] out there is scams basically. [13:12] Totally. And I would even define them as [13:13] scams. I just people that are not that [13:15] competent. scam. [13:18] I think it comes down to deception. Um [13:20] whether they intend to deceive or they [13:21] just aren't that good. Um but back back [13:24] to your point, I yeah, I I agree. So [13:26] fundamentally, if you want to just make [13:28] more money and you are a brand that [13:30] promotes itself, then you need to [13:31] advertise more. Are you constrained on [13:33] your delivery? [13:34] Delivery as far as the fulfillment? [13:36] Yeah. [13:37] No, it's group coaching. It's easy. [13:38] So you could double the amount of [13:40] customers you have right now and it [13:41] would be [13:41] quadruple. Yeah. [13:42] Okay. Well, then yeah. I mean, this is a [13:44] pure advertising play. Yeah, [13:45] you probably I mean [13:47] I'm I'm interviewing sales guys and I'm [13:49] looking at paid ads like hiring people [13:51] for that. So like I'm getting into that. [13:53] Yeah, the paid side is going to give you [13:55] call it like a one time 3 to 5x off of a [13:58] baseline. Uh not a promise or guarantee, [14:00] just saying like that's that's what I [14:02] would say is kind of typical if you've [14:04] gotten to this point off of just [14:05] organic. Um, obviously we can help you [14:08] with that stuff, but like uh the [14:10] long-term kind of like uh well that you [14:12] need to keep digging is you want to [14:18] so think of it like this. So you have [14:21] just imagine this is your audience right [14:23] now. You're monetizing these people, [14:25] right? The people who are just like [14:26] super hot. They love you forever and you [14:28] continue to promote and you know this [14:31] gets filled up with new eyeballs and [14:32] then they come up because they see your [14:33] stuff and then they give you money. Yay. [14:35] Right? So if you if you uh when you [14:39] start doing if you do more organic and [14:42] do it across more platforms, do it more [14:43] consistently, do it with higher volume, [14:44] do with higher quality, then what you're [14:46] going to do is you're going to grow this [14:47] this base. This percentage will stay [14:50] about the same, but now it's going to go [14:51] to here, right? So then that dollar sign [14:53] goes up. That's a great long-term play. [14:55] And you just want to keep growing the [14:56] pyramid. [14:57] What ads will do is that ads will keep [14:59] this the same and then it'll move this [15:01] line down. And so you want to do both. [15:04] Mhm. [15:04] So, like in the short term, if I was [15:06] like, how do I tr like double your [15:07] business? It's like that wouldn't be [15:08] that difficult. I would just be like, [15:09] cool, just pull the ad lever. It's done. [15:11] But if we were looking at a 10ear [15:13] horizon, then I would say, well, we need [15:14] to do both of these in parallel. We need [15:16] to continue to plant the seeds and then [15:18] the ads kind of reach off the top and [15:20] and skim. Does [15:22] that make sense? [15:23] Yeah, for sure. So, how do you find an [15:24] ad manager? I mean I mean I mean I mean [15:26] a brand manager. [15:27] So, that that's good. [15:29] Yeah. The best thing I mean I just we [15:31] just poach. We just I mean just [15:33] outreach. Hey, you've crushed it with so [15:35] and so. Can I pay you more to do it [15:36] here? [15:37] Right. And so I guess how do you realize [15:39] who those people are to poach? Like who [15:42] look at the brands that you admire and [15:44] then reach out to them and offer them [15:46] more money to do it for you. [15:48] But you see the brand but you don't [15:49] really know who's behind the brand. [15:52] LinkedIn like Frank and like [15:55] Yeah. [15:56] solvable. Gotcha. [15:58] For sure. Solvable. Yeah. I mean, and [15:59] most of the people who are really good [16:01] at media stuff do have some presence [16:02] anyways on their own, so they don't make [16:04] themselves invisible. Um, like you could [16:07] probably chat GPT search who are the [16:09] people who are involved with that. [16:10] Here's my question. Like like is that [16:13] something that could be outsourced? [16:15] You mean recruiting? [16:16] No, no, no, no, no. Not the recruiting [16:17] part like the like the brand manager [16:19] part. [16:19] No, I wouldn't recommend it. [16:20] Yeah. Bring somebody in house. [16:22] It's thing is what are the so what are [16:24] the core things to the business? So for [16:25] every business you have attraction, [16:26] you've got conversion, you've got [16:27] delivery, right? Those are the things [16:29] that are core to every business. IT, [16:31] recruiting, finance. I see all of these [16:34] functions as ancillary that aren't core [16:37] to value creation for the customer. [16:39] They're things that must occur for the [16:40] business to continue to be a business, [16:41] but not things that are core for the [16:43] value to be created. And so for you, [16:45] your brand is arguably the most [16:47] important asset that you have and for [16:49] sure would not be something that I would [16:50] outsource. [16:51] So bring somebody in house working [16:53] directly for me. [16:54] Yeah, I would poach somebody. Um, [16:55] obviously we've done we've hired a lot [16:57] of media people. We can help you with [16:58] that. Um, but beyond that, uh, I would [17:01] probably, if I'm doing order of ops, [17:02] it'll probably be, uh, because the thing [17:05] is is right now, are you selling, you're [17:07] selling, who's doing the sales? [17:09] Well, so I do it in a challenge. [17:12] That's the only time I offer it, you [17:14] know, [17:14] you do one to many, five day thing, [17:15] something like that. Okay. [17:16] And so I'm going to switch to book a [17:18] call, single cell guy, close [17:20] and do it on a recurring kind of [17:21] evergreen basis or still do it in this [17:22] long? [17:23] I'll do it both. I'll do both. [17:25] Yeah. Um but okay, but you're selling [17:27] straight to checkout. [17:28] Mhm. Got it. Um yeah, that motion um as [17:33] soon as you turn on ads is going to [17:35] break uh in all likelihood because it's [17:38] totally different selling to cold than [17:39] is to to warm. And so the [17:41] mean break, [17:42] you will not convert the same percentage [17:44] you currently do. [17:44] Yeah. No doubt. No doubt. No doubt. [17:46] By a lot. Um and so the whole the whole [17:49] the economics of the entire funnel will [17:50] change and so that'll take some [17:51] adjustment in motion. So just more like [17:53] preparing you for that because that's [17:54] what comes next. [17:55] Yeah. [17:56] So high level recruiting for brand [17:58] manager that's going to start building [17:59] the base. And then ads plus sales motion [18:02] are going to have to come in tandem [18:04] because they both have to be good. The [18:06] ads have to be good and the sales motion [18:07] has to be good. If the ads are great and [18:09] the sales motion sucks, it won't work. [18:10] If the sales motion is great and the ads [18:11] suck, it won't work. [18:12] Cool. [18:13] That makes sense for next steps. [18:14] What's up? [18:15] That makes sense for next steps. [18:16] Yeah. Yeah. Go to LinkedIn and poach [18:17] somebody. Got it. [18:19] We sell sales coaching and lead genen to Sales Coaching & Lead Gen for Financial Advisers [18:23] financial adviserss. We're at 6.6 [18:26] million. We'd like to be at 20 plus. [18:29] Um, [18:29] appound, paid ads, events. How do you [18:31] sell [18:31] paid ads? [18:32] Okay. Yeah. [18:33] Straight to VSL to phone team. [18:35] Correct. [18:36] Cool. Correct. [18:36] Yeah. Biggest thing is churn as with [18:38] pretty much all agencies. [18:40] Um, so we've basically transitioned from [18:43] lead genen company to sales coaching [18:45] company because we know that, you know, [18:47] advisors can't close. No offense to any [18:49] advisers in here, but um yeah, so we're [18:52] we're doing a lot of sales coaching now. [18:54] So we have like the big head longtail [18:56] where we can sell the lead genen on the [18:58] back end. [18:59] Okay. [19:00] So yeah, the main question is have you [19:02] seen other agencies successfully pivot [19:04] from lead genen to sales coaching or you [19:07] know in like very non-sales [19:09] uh or industries where founders or [19:12] business owners are sales deficient? [19:13] Have you seen companies successfully [19:16] train their clients on sales? [19:18] Yeah, sure. [19:19] So, like a gym launch, how did you guys [19:21] successfully do that across thousands of [19:24] gyms? We had something called boiler [19:25] room. We trained their trainers and [19:27] front desk people every morning and [19:29] drilled them, role played, and separate [19:31] them in the groups the same way we would [19:32] our own team. So, we just did it every [19:34] morning for them. And it was just an [19:35] add-on, [19:36] just group group roleplay basically. [19:38] Mhm. just like you'd have a sales [19:40] manager meeting where you'd role play [19:41] whatever particular part of the script [19:42] they were all struggling with. And so we [19:44] break we break sales training from the [19:46] team side, not on the one-on-one side, [19:48] into five parts. We've got intro, we've [19:49] got disco, we've got offer, and then [19:51] we've got uh you know, objections and [19:53] looping. And then fifth day is basically [19:55] whatever is kind of the hot topic of [19:56] what's the thing that we think is going [19:57] to benefit the team the most. And so [19:59] that's kind of how we rotate through. We [20:00] have to keep each part of the script [20:01] crisp, otherwise they'll [ __ ] up [20:02] something. And so that keeps the short, [20:04] you know, the the the sword sharp. Um, [20:06] and that's what we did, you know, across [20:08] the team. We still we do that for our [20:09] teams, too. Um, but I think it's likely [20:13] that it's under basically you need to [20:15] provide more value or you need to lower [20:17] the price. And so, if you want to tackle [20:19] churn, it has to be like there are for [20:21] sure businesses that work in the space [20:23] that you're at. I think big head [20:24] longtail is a great model like charge [20:26] the upfront and then just make the [20:28] continuity much much smaller. So, it's a [20:30] no-brainer. Like they'll almost pay that [20:31] just to be kind of in the network. Sure. [20:33] And so this is I'll just I should have [20:35] said this earlier, but it's like I try [20:37] to answer the question so that it [20:38] affects as many people as possible in [20:40] this room. But the problem with [20:41] information and kind of quote coaching [20:43] or education type businesses is that um [20:46] people try to make continuity out of the [20:49] front end value that you're providing [20:51] and then the value drops once you have [20:54] the skill. And so you have to separate [20:56] out the consumables from the one-time [20:59] things. the onetime things also have [21:01] significantly more value than the [21:02] consumables do. Now sometimes they don't [21:04] have the money to pay for the onetime [21:05] thing because they don't have the skill [21:06] the onetime thing would give them. Yeah. [21:07] Right. That's kind of the issue. So um [21:10] in order to separate it, it's like you [21:11] just have to think what are the things [21:12] that they get on an ongoing basis. And [21:14] if we only sold that, what would the [21:16] price point be? Likely significantly [21:17] lower. And if we got them that skill, it [21:20] would be significantly more. But once [21:21] they have the skill, assume they have [21:23] the skill on the ongoing basis. [21:25] Yeah. [21:25] What would they still pay for? Now you [21:28] have the lead genen thing. [21:29] really I mean the lead genen oh everyone [21:32] wants it when they learn how to sell [21:35] using our process they stay [21:37] so the biggest thing is just making sure [21:38] they actually [21:40] so it's so it's like it's activation as [21:42] well so like getting them to come in and [21:44] actually engage [21:45] because most advisers [21:46] is it all remote [21:47] it's all remote and they don't they also [21:49] don't like sales like the word sales [21:51] like [21:52] they like cringe inside when they hear [21:54] it so we literally like ban the word [21:55] sales like we we just say consulting we [21:58] don't call them sales calls We call them [21:59] consults. [22:00] So like you know like that but [22:03] um yeah I'm just curious. So it sounds [22:05] like you just have to get better at [22:06] training them. [22:07] Yeah. [22:08] So [22:08] okay. [22:09] Your issue though is that if someone [22:12] gets activated they stick for sure. [22:15] For sure. [22:15] Well then all of the all of the effort [22:17] we have is how do we get them activated [22:18] like better faster which is going to be [22:20] a function of two things. One is going [22:21] to be are there some avatars [22:23] that are better than others right? [22:26] Right? So, we only sell those avatars. [22:28] And we split that into three buckets. [22:30] You've got demographics. What do they [22:31] look like? Right? You've got the [22:32] quantifiables, which is like what are [22:34] the uh what size business do they have? [22:36] Whatever. Um and then you've got the [22:37] ethnic the um uh I said demographics and [22:41] there's quantifiables. There's a third [22:43] one. I can't remember. But those two [22:45] will at least get you on a head start um [22:47] in terms of segmenting the traffic. So, [22:49] you can be like this is who the avatar [22:50] is. These ones have a significantly [22:51] higher likelihood of converting. And [22:53] what will happen when you do that is [22:54] your CAC will go up, but then your stick [22:57] problem will get fixed. Okay? So like [22:59] for example, if I sold everybody who [23:01] identified as a fitness person, then gym [23:04] launch would never have been able to [23:05] exist because I would have had too many [23:07] shitty customers who are personal [23:08] trainers who've got 10 clients, [23:10] whatever, and they can never pay and it [23:12] doesn't matter what I do. And so for me [23:14] to deploy the resources required to [23:16] actually get them up to snuff, I have to [23:18] have somebody who at their onset can pay [23:20] more [23:21] so that I can actually help them. [23:22] Okay? [23:23] Because below a certain extent, it just [23:24] needs to be DIY, which is a different [23:26] business, not the business I wanted to [23:27] be in. [23:28] So there's probably some advisors that [23:30] are better [23:31] that you need to basically scan out and [23:33] say, "All these people were not going to [23:34] service because they have a low [23:35] likelihood of actually working." And [23:36] maybe you need to adjust price to only [23:37] accommodate those people and that newer [23:39] avatar that's better. So this isly an [23:41] avatar issue. And then obviously the ops [23:43] on the back end in terms of activation [23:44] is what do oh yeah that's the third [23:46] bucket the behaviors. So what do the [23:48] people who have the right demographics [23:50] and the right quantifiables what [23:52] behaviors did they do that caused them [23:54] to activate and stick and what did the [23:56] other people who look like them not do [23:58] and then that becomes the activation [23:59] process we reverse engineer. [24:01] Makes sense. Quick last question. How [24:03] did you how did you optimize for for [24:05] time to value your launch? And how can [24:07] we potentially do something similar? [24:09] Because for us deal cycles are [24:10] Yeah. We'd email their list. if they [24:11] make a sale in the first seven days. [24:13] Okay, so just reactivation. Okay, sweet. [24:15] Appreciate you. [24:16] If you're doing a million dollars or [24:18] more a year and you'd like to get to 10 [24:21] million or $100 million, I can promise [24:23] you absolutely none of that. But what I [24:26] can do is create an environment where [24:28] you can actually talk to other business [24:29] owners and players within those [24:31] businesses that are doing those numbers. [24:33] And for me personally, the big [24:35] breakthroughs that I had in my business [24:37] was when I came in with an open mind and [24:39] was like, I don't know what I don't [24:40] know. And so you probably have one of [24:42] those like how do I get my content to [24:43] scale? How do I recruit these first [24:45] sales people? How do I recruit my 20th [24:46] or my sal my VP of sales or director of [24:48] sales? Every single level of this game [24:50] has more complexity than the last. And [24:53] so if that sounds at all interesting, [24:54] I'd love to invite you out to our [24:55] headquarters for two days to talk to me [24:57] and the team, director of sales, [24:58] director of marketing, director of [25:00] strategy, director of ops, director of [25:02] investment, all the people that who [25:03] actually run our portfolio [25:05] atacquisition.com. And as a bonus, all [25:07] the other business owners in the room [25:08] are doing a million dollars plus. And [25:10] yeah, so this is your invitation. So if [25:12] that sounds interesting, click book call [25:13] if it's a good fit.

===FILE=== BdL22_C9UdU - I Ran This Test, Here’s What Happened.txt
https://youtu.be/BdL22_C9UdU
I Ran This Test, Here’s What Happened

[0:00] If Alex had to start again from zero and [0:01] get to seven figures with the school [0:02] community, but he could market only [0:04] within school. H don't do that. Um like [0:07] market within school, what would he do? [0:08] P.S. I might see you and Andrew this [0:10] month. Going to be 24 flight, but worth [0:12] it. Okay. So, can you do it 100% from [0:16] school? Yes. But I would learn to work [0:18] like Okay, let's zoom out. The [0:21] strategies that I would recommend for [0:23] winning on school would work on Reddit. [0:26] It would work on Instagram. It would [0:28] work on Facebook. It works on anywhere [0:30] where there's a community. And so the [0:32] idea is again we have this like internal [0:35] stick about not saying provide value [0:36] because when people try to quote provide [0:38] value they end up making listicles about [0:40] [ __ ] they've never done. And so don't do [0:42] that. Um and so I'm going to unpack the [0:45] word value so that it can be more [0:47] helpful. [0:49] You want to make something that saves [0:51] people time. Does not tell them what to [0:54] do. just tell them something that you [0:56] did that they no longer have to do as a [0:59] result of your time and effort and they [1:01] can just get the findings. And so [1:04] instead of saying here's six things to [1:05] do, say I ran this test because this [1:08] makes you actually do [ __ ] by the way [1:10] and then you say this is what happened. [1:12] So if you look at the theme like if you [1:13] want to zoom out the vast majority of my [1:16] content is this is something I did and [1:18] this is how it worked. Use it if you [1:19] want. And if you look at I would say [1:21] arguably the the most valuable [1:22] contributor to the school community in [1:24] my opinion uh at current right now this [1:27] could change uh is Evelyn. I think [1:29] Evelyn provides the most value per post [1:31] out of everybody else. I think she's on [1:32] the leaderboard for number one anyway. [1:34] So you guys have voted with your likes [1:35] and comments uh the same way I have. [1:39] And if you look at her content and I [1:41] would recommend doing that look study [1:43] her content. It's not the like it's not [1:45] the hook, it's not the headline, it's [1:47] the substance of the content that she's [1:48] making. She's not making content. She's [1:50] reporting on stuff she did. And so, [1:52] like, I say it tongue and cheek, but it [1:54] is what it is. It's do epic [ __ ] Talk [1:57] about what you did. And what's epic is [1:59] going to be different person to person. [2:01] Like, for you, something epic might be [2:02] like, I reached out to 100 people in two [2:04] days. This is what happened. A lot of [2:07] people would be interested in that, [2:08] right? I made I made content for 100 [2:10] straight days. I made 100 pieces of [2:11] content. I did you like you have to look [2:13] at what are the things that you can do [2:15] for somebody else that saves them time [2:17] and saves them effort and then just [2:19] provide the lessons to them but not just [2:21] lecturing on the lessons. Here's six [2:22] ways to grow your school coming from [2:24] somebody who has three members their mom [2:25] themselves in their second account that [2:27] they made so that they can look like [2:28] they have three members like no one [2:29] cares. Okay. So that's what I would do [2:32] is that you actually add value by doing [2:35] stuff and then posting about what you [2:37] did and the findings you had and the [2:38] results you had and on a sub level just [2:42] for everybody if someone else has you [2:44] know a content post that's interesting [2:47] adding context you know what I mean like [2:49] I did something like that for me and [2:50] here's what happened you just do it on a [2:52] micro level as a commenter and that will [2:54] those people I promise you as a side [2:55] note people who comment real comments on [2:58] posts the people who whose posts you own [3:00] like few more. I'm just tell they don't [3:03] know you. They'll be like, "Wow, this [3:05] guy's great. He actually took the time [3:06] to respond to my comment and I got a [3:08] point from it and so I like this [3:09] person." Okay, that's what I would do.

===FILE=== BsIA4q0IkcA - Stop Charging Hourly (Do This Instead).txt
https://youtu.be/BsIA4q0IkcA
Stop Charging Hourly (Do This Instead)

[0:00] This is Reeds. Am I up? [0:01] Reeds, you're up, man. Give me the Rev. [0:04] The Rev, the prob, and the business. [0:08] All righty. We are a data consulting [0:10] company that sells services. We do about [0:13] 500K. I'd like to get to all 1.2 [0:16] million. [0:17] Okay. [0:17] Our biggest issue is leads, leads, and [0:20] leads. And then making them, you know, [0:23] see the message and reflected a business [0:25] problem that they recognize. [0:28] Okay. Hey, how are you getting leads [0:29] right now? [0:31] It it it's been 99% referral till about [0:36] it's still 99% referral, but I have now [0:38] turned on I'm doing content on LinkedIn. [0:41] Okay. [0:42] I'm doing LinkedIn ads. Um I'm doing a [0:46] um cold email that I'm trying to start. [0:48] It's not started, but I'm trying to do [0:50] that as well. So, right now for the last [0:52] 12 years, I've run my company off [0:54] referrals. Yeah. I haven't really [0:56] sold anything. So my question is is [0:59] really around the best way to generate [1:02] leads from a tech source that the [1:04] message is really hard. I mean selling [1:06] data services no one thinks they need [1:08] it. Everyone thinks they need AI now. [1:10] Luckily I think a couple webinars ago [1:14] you had said somebody asked you a [1:16] question about AI and you said you need [1:17] a good [1:18] you need a data infrastructure and I was [1:20] yes [1:21] you were like can I clip that? We were [1:22] like no you can't. [laughter] [1:25] Um, yes. Okay. So, what size companies [1:30] are you are you selling? [1:32] I I I'm trying to do mid mid tier around [1:36] 500 people. I've worked for [1:39] It's all enterprise. [1:40] So, it's all enterprise [1:41] enterprise, but it's so hard to it's so [1:44] hard to actually make a difference [1:45] there. There's so much overhead and and [1:47] troubles [1:48] and trouble. Okay. Got it. Um, so [1:52] functionally what is the what is the [1:53] dollars and cents output of what you do? [1:55] Like I pay you money, what money do I [1:57] get back and how do I make it back? [2:01] Um, some of the stuff like we can help [2:02] you with cloud reduce your cloud cost. [2:04] So you can reduce cost that can be [2:06] pretty great but okay [2:07] I mean it can be from I don't know [2:10] 10,000 to 100 couple hundred thousand. [2:13] Okay. [2:13] I mean your systems around what? Say [2:16] that again. [2:16] How do you charge? [2:19] Hourly [2:20] hourly [2:21] hourly consultant. [2:22] Oh h [2:26] [laughter] oh oh oh oh oh oh oh oh oh oh [2:26] oh oh oh oh oh oh oh oh oh oh oh oh oh [2:26] oh oh oh oh oh oh oh oh oh oh oh oh oh [2:26] oh oh oh oh dear me. My god. Let's just [2:28] get you to 1.2 million and get you no [2:30] more customers and just change how you [2:31] bill. How about that? [laughter] [2:33] I I could handle that. [2:35] Okay, so Okay, so a couple things. So [2:37] number one, I think you making content [2:39] on LinkedIn is a good idea. Um I think [2:41] that you should you should talk le like [2:43] data no one cares about. I mean, [2:46] yes, people care about it, but you [2:49] No one's like waking up in the morning [2:51] being like, "Ah, give me my data." I [2:52] mean, I'm that way, but you know, I'm [2:53] I'm an oddball. What we want to talk [2:56] about is the benefit of data, right? We [2:58] don't want to talk about the plane [2:58] flight. We want to talk about the [2:59] vacation. We talk about Maui, not how [3:01] we're going to get there. The TSA, [3:02] checking our bags, taking our shoes off. [3:04] That's the data. What the data gets us [3:05] is that we got to talk about. So, your [3:06] content needs to be talked like what you [3:08] should be doing in your content is the [3:09] demonstration of what occurs as a result [3:12] of your services. [3:15] And and that's we're a lot of the [3:17] content is around ROI. [3:19] Uhhuh. [3:20] So I'm trying to drive that because for [3:22] the longest time I I targeted tech [3:25] people. The tech people never have [3:26] buying [3:27] power. So it was always impossible to [3:29] go. So now I'm trying to talk at a [3:30] higher level of return on investment [3:32] because [3:33] so many people do so much tech stuff [3:35] that [3:36] just doesn't provide any value to the [3:39] business because they don't they don't [3:40] think they have to the tech side. That's [3:42] why I'm trying to not talk to those [3:44] guys. Yeah. So ROI content number one. I [3:47] think that you should have CTAs in the [3:49] content that generate inquiries that [3:51] should get people to like do you give [3:52] away a widget or an assessment of any [3:55] kind. [3:57] We're try on the website. I'm trying to [3:59] do a a data ROI um meeting so I can kind [4:02] of give you that kind of information. [4:03] Let me give you a really sexy thing. Let [4:05] me give you a really sexy thing. [4:07] Uh I want you to give away five [4:09] in the street. [4:10] Oh yeah. No, this is going to be sexy. I [4:11] want you to give five one- on-one calls [4:15] away for free as the offer. [4:19] Okay? [4:20] Now, there's an asterisk there that it's [4:21] only for companies that meet your [4:22] criteria. [4:24] Okay? [4:25] And you probably have to take those [4:26] calls anyways for a qualified lead. But [4:27] the fact that the thing is is like for [4:29] you to have a very high value lead [4:30] magnet, I think so many of these are [4:32] going to be so specific to the text [4:34] stack they're using and all the other [4:35] nonsense that we have to come up with [4:37] something that people can appreciate as [4:39] valuable. And so we say, "Hey, I'm going [4:41] to give away five one-on-one calls." [4:42] Everyone understands that five hours or [4:43] five 30 minute sessions is a is value. [4:45] Like even even at the most basic manual [4:48] labor level, there's value there uh that [4:50] someone can get. And so I think the CTA [4:52] of that will be a great way because then [4:53] it'll give you five conversations. You [4:54] can tie in multiple stakeholders and you [4:56] can actually look at an enterprise style [4:57] sale and it all works. All you have to [4:59] do is set the frame at the beginning of [5:00] this. It's like, "Hey, to be clear, are [5:03] you good with me? As we walk through [5:04] these five calls, at the end of the [5:05] fifth call, I'll explain kind of how [5:06] what working with us might look like. in [5:08] the meantime, I want to just provide you [5:09] a lot of value. They're going to say [5:11] yes, and it's great. And that sets up [5:12] the conversation so that you can't break [5:14] their beliefs around it. The the big [5:16] step here is that we want to we want to [5:17] take those calls to talk about what is [5:19] going to happen, not how to do what is [5:21] going to happen. Do you get the [5:23] difference? [5:24] Yes. Yes. [5:26] Right. Exactly. We're going to describe [5:27] it, not explain it. [5:30] And that's how you reset beliefs. That's [5:31] how you get people excited about what's [5:33] going to happen. As soon as you get into [5:34] like we're going to click here, then [5:35] we're they're gone. They don't give a [5:36] right? So number one, [5:38] I've got that with my LinkedIn ads. [5:40] Yeah. So number one, ROI content. CTA is [5:43] 5101 calls asterisk only for people who [5:46] qualify. The second thing is that I [5:48] think your offer needs to be around the [5:50] ROI, and you need to use something [5:52] called a calculator close. So calculator [5:54] close basically says, here's all the [5:56] things that you're currently doing, [5:57] which you can do at the end of the five [5:58] one-on- ones, and say based on the whole [6:00] assessment that I have, here's all the [6:01] areas that you're losing money or that [6:02] you could have efficiency. This is what [6:04] I expect you to make. you add it all [6:06] together and say it's, you know, uh [6:08] $200,000 is the savings slash, you know, [6:11] improvements in efficiency and [6:12] effectiveness, whatever, right? So, [6:13] $200,000, the max that you can charge [6:16] when you make any kind of result-based [6:18] uh service is 30%. And so, if you say, [6:20] "Hey, I'm going to save you 200 grand. [6:22] Uh I charge 30% of what I save, so it's [6:25] 60." [6:27] But that way, you're charging for [6:28] outcomes, not hours. [6:30] Okay? [6:31] And that'll break it. And that that's [6:32] what's going to allow you to really I [6:33] mean that alone might triple or [6:35] quadruple your income in independent of [6:37] of the ROI stuff. Those would be the two [6:39] next steps that I would do. [6:42] Okay. Thank you. [6:44] You bet. Thank you, man. Congratulations [6:47] on the business. [6:49] This has been very very very helpful. I [6:51] really appreciate it. Thanks. [6:52] You bet. Thank you for being part of the [6:53] group. [6:54] If you're a business owner and you are [6:56] not growing as fast as you'd like, I'd [6:58] like to give you a free gift. So, my [7:00] team and I put together the $100 million [7:02] scaling road map, which is basically 200 [7:04] hours of us looking over all the [7:05] portfolio companies we've had and what [7:07] stages of growth they went through and [7:09] more importantly where they got stuck [7:11] and how they got past it. And so, we [7:13] broke it into these 10 stages and we [7:14] made this little kind of quiz thing [7:16] where if you put in your business [7:17] information, it'll tell you where you're [7:18] at and the most important part for you, [7:20] what to do for each of the functions of [7:21] the business across product, marketing, [7:23] sales, customer success, recruiting, IT, [7:25] human resources, and finance. And so no [7:27] matter what you're struggling with, [7:29] someone else has already struggled with [7:30] it and solved it. And so I'd like to [7:32] give you this thing absolutely free. You [7:33] can go to acquisition.com/roadmap, [7:35] plug in your business information, and [7:37] if you want us to actually help you [7:39] deconrain the business and you're trying [7:41] to scale, we'd love to help you out on [7:42] the thank you page. You can just book a [7:44] call with my team and we will look at [7:46] the business, see if we can help, and if [7:48] we can, we'll invite you out to Vegas [7:49] and we'll do this in person live.

===FILE=== Bt6lTDsX12s - The 10x Move for Healthcare Service Businesses.txt
https://youtu.be/Bt6lTDsX12s
The 10x Move for Healthcare Service Businesses

[0:00] Dude, this is Will. I run a run a [0:03] company that's virtual assistant for [0:04] healthcare businesses and there's a ton [0:05] of feedback on my line. [0:08] We have lots of feedback on his line. [0:10] So, sorry, Will. We'll we'll do the best [0:12] we can. [0:12] Hey, no worries. [0:15] So, I'm doing 7 million this year if I [0:17] add nothing else to my business. [0:20] And uh we are getting almost all my [0:21] leads from speaking at events. [0:24] And so, for me, what's been great is [0:26] because I've been working with you guys [0:27] and Vantage, I have started hiring my [0:30] CEO replacement. I've been able to start [0:33] developing my price raises and just [0:36] everything in terms of my margins are [0:38] improving. [0:40] But the problem is is that right now my [0:41] growth is capped by my schedule. [0:43] Mh. [0:43] And I've hit the same like industry [0:45] events for the past couple of years and [0:47] they're starting to dry out a little [0:48] bit. Mhm. [0:49] So for me, what would be really useful [0:51] is trying to decide if I can find [0:54] bigger, newer stages or virtual stages [0:58] or maybe my own stages or any other [1:01] avenue to create leads [1:03] so that it's not capped by my calendar. [1:05] And this is I mean this is healthcare, [1:07] right? [1:09] Yeah. [1:10] I mean I feel like there's a lot of [1:11] healthcare conferences. No, [1:14] true. True. There are a ton. I am [1:16] hyperfocused on my avatar who's an owner [1:18] of a PTO SLB practice [1:21] that has five locations or so. [1:24] So those are the customers that buy and [1:26] repeat. They'll buy two then five and 20 [1:29] VAS. [1:30] Yeah. So I think I mean there's the [1:33] there's the the obvious like more better [1:35] like can we find better stages but I'm [1:37] not going to go down that path because [1:38] you already know that. Um I think the [1:40] like call it like the 10x move, you know [1:43] what I like the move that's like the [1:44] order of magnitude move that probably [1:45] unlocks things for you is I think you [1:48] would probably be really well served [1:49] learning to run a webinar [1:52] and so I think because Andromeda and [1:53] meta ads have gotten so good in terms of [1:55] targeting that if you just said hey and [1:57] what do you say OTT was it what was the [2:00] the type of [2:00] sorry [2:01] yeah occupational therapist physical [2:03] therapist and speech therapist [2:05] okay great so I would literally make an [2:07] ad that would just say like hey if [2:09] you're an occupational therapist a [2:10] physical therapist or whatever and [2:12] you've got five or more applications. [2:13] Um, like I I'm running a virtual thing. [2:16] I'm I'm will all I do is specialize in [2:19] XY andZ. You're probably suffering from [2:20] these pains. And the good news is like [2:22] you can get out of it. You can do it in [2:24] less than 60 days. I'll walk you through [2:25] the whole process for free. On the [2:27] webinar, you just basically show them [2:28] what's possible of like the types of [2:30] things that are getting automated. So [2:32] rather than like like let me show you uh [2:35] how we do this like that's really boring [2:37] but just show like 10 different use [2:40] cases um of like things they're doing [2:43] that are painful that an uh a virtual [2:46] assistant uh could handle. And then [2:48] basically the the last half of it is [2:51] kind of like all the classic FAQs that [2:52] they're going to come up with like how [2:54] are they do they speak English? Are they [2:56] going to be well trained? Uh is it going [2:58] to be a pain to manage? How do I even [2:59] pay these people? Are they technically [3:01] employed? all the stuff that you [3:02] normally have like that would come up [3:03] and I think that if you just ran Meta [3:05] ads with those kind of clear call outs [3:07] in the beginning uh Meta and Andromeda [3:09] will basically find those people and [3:10] bring them to the webinar and then [3:12] basically you can soft pitch a call and [3:14] I would say like I would probably pitch [3:16] some sort of like savings assessment for [3:18] free which is like if you just show us [3:21] your growth rate in your current payroll [3:23] we'll show you what you could be saving [3:25] it and would be dropping to your bottom [3:26] line with increases like this isn't just [3:29] swap what you have for someone for less. [3:31] This is get someone who's better for [3:33] less and who can work some of your [3:35] leads, you know, like, you know what I [3:36] mean? It's like no one wants to get sold [3:38] just for less. It's like this is better [3:39] than what you have and cost less. It's [3:41] like you want both. [3:42] And so I think that that's like cuz then [3:43] you kind of own the stage, right? And [3:45] then you can you can scale this thing to [3:47] the to the moon, [3:50] dude. Let's go. So, it's cool because I [3:52] love this idea of being able to just add [3:54] infinite webinars because I had one [3:57] webinar last month as one of the few [3:59] that I do and I cleaned up at it. [4:01] Yeah. That presentation that you gave [4:03] scale that piece of it. [4:04] That presentation that you gave in [4:06] person, you can more or less give [4:07] online. The only difference I would say [4:09] is that the first like you're going to [4:12] have to be really crisp at the [4:13] beginning. [4:15] Yeah. [4:16] But that's about it, man. Like you [4:17] already do pitch from stages. We're just [4:19] taking you from in person to online and [4:21] the only concern that you'll have in the [4:24] beginning is just um [4:27] uh what am I uh is targeting, right? But [4:30] because Andromeda like [4:32] I don't know that world. [4:32] Yeah. Yeah. The targeting is going to be [4:34] much easier because it's going to be in [4:35] the creative itself. And you make [4:37] content, don't you? [4:39] Oh, yeah. [4:40] I have dozens of followers, remember? [4:42] Dozens of followers. So, I would take [4:44] your best performing content as your [4:46] first 20 ads that I would start with. [4:48] Um, and then just put a CTA at the end. [4:51] So, basically have the have the ad or [4:53] have the content and then just film like [4:55] a 5-second by the way like I'm doing a [4:57] webinar on this thing. I just spoke at [4:59] this this this and people had to pay to [5:00] be there. I'll give it to you for free. [5:02] Just show up. That actually has real [5:03] value. Um, because people had to pay to [5:05] be at those events that you spoke at, [5:06] right? [5:08] Yeah. [5:09] Right. So, it's like I'm giving you [5:10] something that other people to pay for [5:11] for free. So, there's a bargain there. [5:12] Um, and you can do it from the [5:13] convenience of your home. And then I [5:14] would do a second version of each of [5:16] those that would have just have a text [5:17] overlay that's like a banner that [5:19] doesn't even include a kind of a cut-in [5:22] CTA from you at the end. So that [5:23] probably be my first like 20 to 40 ads. [5:25] Um, and I would also put a banner across [5:27] the top that says occupational [5:29] therapist, physical therapist, speech [5:31] therapist. Um, so that they know like [5:33] it's for them. That's probably what I [5:35] would do from the ad strategy. And then [5:36] it's literally a simple opt-in page. You [5:38] send them a Zoom link with reminders. [5:39] That's it. [5:41] Dude, that is so epic. What about using [5:43] partnerships in my industry with other [5:45] B2B companies that I know? [5:46] I think you totally can. I think it's [5:49] either would work. I would say pick one. [5:51] Like either say, I'm going to do virtual [5:53] stages or I'm going to go basically turn [5:56] outreach on and reach out to all these [5:58] B2B providers. Honestly, both will work [6:00] because I think you could get the B2B [6:02] providers to love you just because your [6:03] personality. I think you'll win either [6:04] way. Which one do you feel more [6:06] comfortable with? I'll just say that. [6:08] Webinars. Because for me, I've as a [6:11] company has grown, there are a lot of [6:13] potential relationships with these other [6:14] partnerships, but it feels more taky for [6:18] me and so I could leverage those. I [6:20] think it'd be great just to be [6:21] independent and create my own webinars [6:22] and feel like I'm on my own. [6:25] I do think that as we walk down this [6:27] path, we will end up pursuing the B2B [6:30] thing and we'll probably think like I [6:31] want to think more with you on like how [6:32] do I would want to break the belief that [6:34] it's taky because if you're serving [6:35] their customers and it's helping the [6:37] customers make more money, they'll spend [6:38] more money with the B2B partner. And so [6:40] I would like I would push back on that [6:42] piece. Um but I would say pick [6:45] either one will work. [6:47] Either one [6:48] just do the one that you feel more [6:49] comfortable with because the B2B offer [6:51] is straightforward. Like it's already to [6:52] your network. Like if I had to think [6:53] like what is the highest likelihood [6:55] thing that will work because there [6:56] there's no tech B2B if you just have the [6:58] offer which is just simply like hey our [7:01] practices make this much more your [7:03] services cost X by the introduction they [7:05] could always pay for your thing no [7:06] problem and what I would want to go for [7:08] is how can I get integrated into their [7:10] sales their sales motion. So it's like [7:12] you don't want to do like a webinar with [7:14] them. I mean, you could do it as the [7:15] first one. Kind of like the launch then [7:16] integrate model that I talk about in the [7:18] leads book, but the the long-term [7:20] nirvana is they sell their thing and [7:23] then they plug you in so that they can [7:25] basically justify the cost. [7:28] I see. Yeah, that would be great because [7:30] I do have a lot of connections. At my [7:32] event this last weekend, we had 16 [7:34] companies sponsoring it and all of them [7:36] killed. So, I think there's some [7:37] goodwill there that I could reach out to [7:39] and it would feel like I'm [7:40] If I had to do order of ops, I would do [7:41] the B2B partnership first because it [7:43] takes no tech and I would just start [7:44] with like two and just like heavily [7:47] focus on it. [7:51] E, like I said, either of the strategies [7:52] will work. I do like the B2B just [7:54] because you don't like you already have [7:55] the connections, you already have the [7:57] relationship, they made money from you [7:58] already. So, it's like they're already, [8:00] you know, 80% of the way there. You just [8:02] say, "Hey, wouldn't it be cool to do [8:03] make more money like that? Here's how we [8:05] could do it. Here's how I position it. [8:07] So, how do they make money on those [8:09] webinars? The first one, you're saying [8:10] that that would be both of us together? [8:11] No, they would make money in in that [8:13] their customers would make more profit, [8:16] which they could spend with them. That's [8:17] how I'd frame it. [8:19] I see. So, [8:20] so are they recurring business? [8:24] So, sorry, go ahead. [8:25] Are they recurring revenue businesses? [8:28] Uh, most of them. Yeah. [8:30] Yeah. Yeah. So, I would just say, [8:31] listen, on the first phone call, you'll [8:32] say, "Hey, we'll introduce you to a [8:33] partner of ours who will decrease your [8:35] payroll cost so that all of our stuff's [8:37] basically free." [8:40] Oh, okay. Awesome. [8:41] Right. That way, you don't have to worry [8:42] about this as an expense anymore. That's [8:45] how I'd pitch it. [8:46] Dude, that is so epic. And it's cool [8:47] because I just was with these guys last [8:49] weekend. There's a lot of like [8:50] connection and buzzing, so it would be [8:52] very natural. [8:53] Yeah, this would be the time to do it. [8:55] Um, but yeah. Has Vintage been worth it, [8:59] dude? Game changing again. I kid you [9:01] not, this is an answer to a prayer right [9:02] now. [9:03] Awesome, man. I appreciate you, Will. [9:05] Thanks for being the man. [9:07] You, too. Talk to you soon. [9:08] All right. See you. [9:10] If you're a business owner and you are [9:12] not growing as fast as you'd like, I'd [9:13] like to give you a free gift. So my team [9:15] and I put together the $100 million [9:17] scaling roadmap, which is basically 200 [9:19] hours of us looking over all the [9:20] portfolio companies we've had and what [9:22] stages of growth they went through and [9:24] more importantly where they got stuck [9:26] and how they got past it. And so we [9:28] broke it in these 10 stages and we made [9:30] this little kind of quiz thing where if [9:31] you put in your business information, [9:32] it'll tell you where you're at and the [9:34] most important part for you, what to do [9:36] for each of the business across product, [9:38] marketing, sales, customer success, [9:39] recruiting, IT, human resources, and [9:41] finance. And so no matter what you're [9:43] struggling with, someone else has [9:45] already struggled with it and solved it. [9:47] And so I'd like to give you this thing [9:48] absolutely free. You can go to [9:49] acquisition.com/roadmap, [9:50] plug in your business information, and [9:52] if you want us to actually help you [9:54] deconrain the business and you're trying [9:56] to scale, we'd love to help you out on [9:58] the thank you page. You can just book a [9:59] call with my team and we will look at [10:02] the business, see if we can help. And if [10:03] we can, we'll invite you out to Vegas [10:05] and we'll do this in person live.

===FILE=== CbiqQOYQwa4 - Keep Raising Your Price Until You’re Closing 1 Out of 3.txt
https://youtu.be/CbiqQOYQwa4
Keep Raising Your Price Until You’re Closing 1 Out of 3

[0:00] 200 people on my calendar that I'm [0:01] having conversations with. My offer is [0:03] currently a JV at 20% LTB. Okay. I'm [0:07] wondering if I can move it around a few [0:08] ways. It's an offer for them to become a [0:11] guest on my podcast. But these are my [0:13] ideal clients. Okay. What I really want [0:15] to do is help them create a VSSL from [0:17] the interview. Really cool. Like this [0:19] offer. Very neat. If you can pull it [0:21] off, very neat. The VSSL is converting [0:24] at 100%. [0:25] Okay. But I want some cash up front. I [0:28] also want to use these people to create [0:29] a school community, but I'm not sure the [0:31] exact angle. What would Alex advise? [0:34] This is very interesting. Um, very, very [0:37] interesting. I'm going to keep reading [0:38] this because I think it is interesting. [0:40] Okay. VSL converting 100% means they're [0:42] actually saying yes to that offer. So, I [0:44] know I can add some friction and bring [0:45] some cash up front. Yes. [0:48] Um, so the way that you do this is you [0:50] just say like, "Hey, uh, the first [0:53] 2,000, you know, you pay me five grand, [0:55] the first five grand goes back to you, [0:56] and then after that, we split it." [0:57] Whatever. If you want to if you want to [0:58] just, you just drag some of that back [1:00] cash to the front, and then just give [1:02] them a preference on uh, on getting paid [1:04] first. Uh, in the process of building [1:06] the sales asset, I have them supply the [1:08] message, blah, blah, blah, blah. Okay. [1:09] Uh, yeah, I think this is a cool offer. [1:12] And if you're converting at 100%. Now, [1:13] you said the VSSL is converting 100%, [1:15] which I think means that your podcast is [1:16] converting at 100%. Um, like the pitch [1:18] that you give them. So, yeah, if you're [1:20] converting, like I would keep raising [1:22] the price until you're closing one out [1:23] of three.

===FILE=== CojS0DwflXc - 3 Simple Steps To Close Any Sale.txt
https://youtu.be/CojS0DwflXc
3 Simple Steps To Close Any Sale

[0:00] what's going on everyone i want to make [0:01] a quick video for you guys about the [0:03] only three things to say [0:04] when closing or selling and the reason [0:07] this came up was uh recently i was on [0:09] uh i was coaching our sales team uh on [0:11] just just going over game tape footage [0:13] which is like hey how's you know let's [0:14] let's watch the sale from yesterday [0:16] you know what we could what was done [0:18] well what was great what was bad what [0:20] could have been improved etc [0:22] and one of the the habits that some of [0:24] our team gets in because [0:25] our our sales team is really [0:27] knowledgeable we call them business [0:28] consultants because they really are [0:30] i mean they really are business [0:31] consultants you know what i mean and [0:32] that's why sometimes it's harder to find [0:34] good sales people because they have to [0:36] have um [0:37] a really high level of understanding if [0:39] you're going to like the higher the [0:40] level of the business that you're going [0:41] to be selling the higher level of [0:42] expertise the person talking them must [0:44] have [0:44] if they have no context that's why like [0:46] low level transactional sales like if [0:48] you're doing b2c [0:49] you know supplement sales over the phone [0:50] you really don't need to have an [0:52] exquisitely you know knowledgeable uh [0:56] a rep it's more about a very [0:58] transactional process that's going to be [1:00] very highly scripted minimum variability [1:02] right whereas if you're talking about a [1:04] complex business deal [1:05] right um then you need to have a very [1:08] good understanding of their business [1:09] where there's potential opportunities et [1:11] cetera right [1:12] and so sometimes it can be difficult [1:14] because you may want to switch [1:16] and this is especially true when it's uh [1:18] if you're the owner of the business or [1:19] you're [1:20] you know integrally involved in just a [1:21] couple of sales people you may get into [1:23] the mode of trying to teach which is one [1:25] of the biggest [1:26] um a mistakes but b um [1:30] one of the biggest hard things to not do [1:33] there's some good words um as a [1:35] salesperson right because if you're [1:37] trying to close a deal you want to [1:38] educate the person but the reality is [1:40] that's not they're not going to listen [1:41] to you until they buy and so there's no [1:43] actual point in quote teaching [1:46] but you do want to coach and that's [1:47] something that i was talking about with [1:48] my team [1:49] yesterday is the difference between [1:51] teaching and coaching and so [1:53] fundamentally there's only three types [1:55] of statements that should come out of [1:56] your mouth when you are selling [1:57] number one and most likely to be coming [2:00] out is questions [2:01] all right so if you don't know what [2:02] types of questions [2:04] um like for us i i prefer [2:07] question-based frameworks for more [2:09] complex sales um and the reason for that [2:11] is these are the types of questions that [2:12] we would need to know the answer to in [2:14] order to work with someone [2:15] it's also the only way you can get [2:16] someone to change their beliefs about [2:18] something [2:19] because ultimately the person especially [2:20] the more complex the higher level the [2:22] sale [2:22] the the more the person has to come to [2:24] the conclusion on their own that they [2:25] should work with you and less [2:27] feel forced or suggested hopefully that [2:29] makes sense [2:30] and so we should ask leading questions [2:32] that lead them to the conclusion [2:34] that they should work with you can solve [2:35] their problems the second [2:38] uh type of thing is a restatement which [2:41] means uh [2:42] after they say something you say it back [2:44] to them [2:46] which means that you understand and you [2:48] are listening all right [2:50] so it's like so what i'm hearing is this [2:52] is the primary issue that you've been [2:53] trying to solve this is what you've done [2:54] so far [2:55] and this is why it hasn't worked does [2:56] that sound about right so that would be [2:57] an example of restatement [2:59] notice none of these things [3:02] are our declarative statements of fact [3:05] i'm not teaching them anything [3:06] all right which is the same reason that [3:08] people get in trouble when they do [3:09] presentations to try and pitch [3:10] they try and teach the thing is is [3:13] person has to have their beliefs broken [3:15] in order to take action [3:16] and you're not providing value in a real [3:18] way because the reality is they're not [3:19] going to execute on anything you teach [3:21] them [3:21] they will only execute if they have [3:23] their beliefs broken and believe you can [3:24] help them and then that they can trust [3:26] what you are saying [3:27] this is like this was so hard for me to [3:29] learn because in the very beginning when [3:31] i started gym lunch i just wanted to go [3:32] in and get on the phone and jim's oh no [3:33] no [3:33] your pricing is all wrong you got to do [3:34] this you got to do this guy do this and [3:36] they were just like [3:36] take lots of notes and then end up [3:38] getting off the call not buying and then [3:40] be like well uh i don't even know who [3:42] this guy is i'm just going to ignore it [3:43] and so i didn't actually help them i [3:44] thought i was helping them [3:46] but i was not actually helping them and [3:47] i actually heard this from talking more [3:49] a good friend of mine [3:51] he said everyone gets benefits from [3:54] breaking beliefs only 10 of people get [3:56] benefits from tactics [3:58] and so you actually are providing more [4:00] value on the call [4:01] by questioning their beliefs because [4:03] you're actually servicing a hundred [4:05] percent [4:06] of the people providing value compared [4:08] to trying to give tactical advice [4:09] that only one out of ten people may or [4:11] may not use and likely the people who [4:12] will use it are not buying from you [4:14] so either way you're you're not [4:15] benefiting your business and you're also [4:17] not benefiting there's that was a huge [4:18] thing that i had to [4:19] break with my own beliefs and so then [4:21] you might be wondering well if i'm only [4:22] asking questions and restating things [4:23] how do i close the deal [4:25] great great question glad you asked all [4:27] right [4:29] and so what i like are short stories [4:32] and so the reason we do this is that [4:35] so we'd ask a question ask a serious [4:37] question hey why are you here [4:38] what are you struggling with where you [4:39] at right now where you trying to go what [4:41] have you tried so far how's that working [4:42] for you [4:43] um why is this important does it matter [4:45] like within the bigger context of [4:46] of your life and what you're trying to [4:47] do okay great this is what i'm hearing i [4:49] think this is why [4:50] uh you haven't been successful would you [4:52] agree with that does that make sense [4:53] fantastic do you want to hear how our [4:55] program works [4:56] right so at that point you'd enter quote [4:57] the pitch right which is where you're [4:58] gonna explain how the services work [5:00] this is where most guys and gals will [5:02] just blab [5:04] right they'll just talk and talk and [5:05] talk and talk and talk and try and teach [5:07] and about how they have this secret [5:08] system in the [5:09] and really uh i think russell brunson [5:11] calls it technobabble it's like [5:12] you talk about your periodization you [5:14] talk about your plan or you talk about [5:15] your programs you're talking about the [5:16] softwares or whatever [5:18] right the route is they don't care and [5:20] so all we have to do [5:22] realistically is tell a story that [5:24] illustrates [5:25] what they're going to experience as a [5:26] result all right and so [5:28] um if i were trying to sell uh [5:31] you know i'll just use gym launch as a [5:33] simple example so if i'm like listen [5:35] fundamentally until you learn how to [5:37] market your business [5:38] you're never going to be free and [5:41] earlier you said that the goal when we [5:43] asked for context is that you want to [5:44] you want to be free you want this [5:45] business to be able to run on its own [5:47] um does that sound about right yes okay [5:49] cool well then [5:50] then do you see a world in which you're [5:52] going to be able to [5:53] outsource the most important part of [5:55] your business which is acquisition [5:56] lead generation lead nursery and sales [5:58] do you feel like there's a world where [5:59] you can just [6:00] offload that responsibility and then [6:02] somehow have a reliable business because [6:03] what if that business goes out of [6:04] business [6:04] which is likely happens all the time [6:06] then what right you're never actually [6:08] going to be free until you learn this [6:09] which means you have to confront this [6:11] either today tomorrow or 10 years from [6:13] now but you're going to have to do it [6:14] does that sound fair does that make [6:16] sense [6:16] right and so here what i'm doing is i'm [6:18] trying to i'm telling i'm telling a [6:20] story to break a belief [6:21] i'm not saying let me show you how we're [6:23] going to teach you [6:24] how to market instead i'm saying we have [6:27] to at least come to an agreement that [6:28] you need to learn this skill [6:30] does that sound fair yes and then the [6:32] next kind of mini story and if i if they [6:35] didn't understand it then it would be [6:36] like well this is the difference between [6:37] giving a fish [6:37] and teaching a man to fish right now you [6:39] need to learn how to fish for yourself [6:40] right in order for this business to be [6:42] sustainable for you right right [6:44] and so these are little analogies that [6:46] you've already pre-packaged [6:47] if i was selling weight loss i would say [6:50] something like [6:51] all right well fundamentally you know [6:52] fitness nutrition accountability you [6:54] need these three things fitness-wise [6:55] you're gonna have to come and work out [6:56] here we agree that you need to work out [6:58] right [6:58] right why haven't you been working out [7:00] so far i don't know how [7:02] fair enough is it also because you're [7:03] not motivated to do it yes what if you [7:05] actually what do you what something that [7:06] you like doing [7:07] well i like doing i like watching tv [7:09] cool what if [7:10] what if working out was something that [7:12] you could look forward to as much as or [7:14] more than watching tv [7:15] if you liked working out more than [7:16] watching television which one would you [7:17] think you would do [7:18] why probably work out right so our goal [7:20] is not to get you to work out but learn [7:21] to like [7:22] working out more than watching [7:24] television if we can accomplish that [7:26] then we're going to solve this problem [7:27] for good does that make sense [7:28] yes notice i told them they're going to [7:30] have to work out [7:31] i did not talk about the the the new the [7:35] exercise selection we're going to do the [7:36] programming how we're going to ramp up [7:37] their volume [7:38] their undulating periodization the fancy [7:40] exercise like none of that stuff we [7:42] talked about [7:42] because it doesn't matter we have to [7:44] just come to an agreement that this is [7:46] what we're going to be doing to solve [7:47] the problem [7:48] does that make sense yes fantastic when [7:50] we move forward [7:51] right and so you'll have these [7:53] pre-packaged ideas and other examples if [7:55] i if i had somebody who wasn't [7:56] i'm giving you these examples to [7:57] hopefully drive the point home if [7:58] someone said uh you know [8:00] you're gonna have to change the way you [8:00] eat for example and i'd say okay well [8:03] you've probably tried stuff in the past [8:04] right i'm not gonna talk to him with a [8:05] [ __ ] meal plan [8:06] right it doesn't matter right it does [8:08] matter but not in this conversation it [8:09] does not matter [8:10] fundamentally you're going to change the [8:12] way you eat because what you got [8:14] like why you are here is because of [8:16] something you are currently doing does [8:17] that sound fair [8:18] right okay cool so again with this [8:20] example i'd be like well do you like [8:21] cake do you like cookies [8:23] yes okay so then the key do you think [8:25] you could not eat cookies for this your [8:26] life [8:27] do you think you cannot eat cake or not [8:28] eat ice cream thrust your life do you [8:29] think that's reasonable [8:30] no i don't think that's reasonable cool [8:32] so then we have to figure out a way for [8:33] you to eat the things that you enjoy [8:35] and still lose weight and do it in a way [8:37] so that you look forward to it because [8:39] at the end of the day if you like the [8:40] food [8:41] more than you're currently eating you [8:42] will stick with it does that sound fair [8:44] yes because do you think that you can [8:45] sustainably give yourself willpower for [8:47] the rest of your life [8:48] no okay well then can we agree that all [8:51] we have to do is just simply [8:52] figure out the foods that you will like [8:54] and that's an iterative process for us [8:55] and we'll walk through it but the end [8:56] goal is that you will like this more [8:58] than you're currently eating [8:59] and as a result of that will stick with [9:01] it which means that over the long haul [9:02] you'll get to where you want to go [9:03] does that sound fair yes notice again [9:06] this is an explanation this is a this is [9:07] a mini story this is an analogy [9:10] that we'll use and you should have [9:11] multiple of these so you can drive the [9:12] point home if you feel like the prospect [9:14] does not understand what you are saying [9:16] right and so this is where we are [9:18] we are coaching based on beliefs we are [9:20] not [9:21] explaining or tacticalizing or [9:24] technobabbling about our program [9:26] because fundamentally it does not matter [9:30] they don't care nor will they listen [9:32] they're not even paying whenever you [9:33] have a monotone you can see it in [9:35] gong recordings if you don't if you [9:36] don't record this you can see talk time [9:38] you can see [9:38] where engagement goes down and in [9:41] invariably it's when a [9:42] salesman gets to this part of the pitch [9:44] and then they talk for five minutes [9:46] straight [9:47] no one cares i'm sure like i'm sure that [9:50] when you've been if you've ever been [9:51] sold something [9:51] you feel like the person isn't listening [9:53] to you right [9:55] and so what i can say is the best way [9:58] to sell is to have the person feel like [10:01] you understand them [10:03] and the best way for someone to feel [10:05] understood is for you to actually give a [10:07] [ __ ] [10:08] if you actually give a [ __ ] you will [10:10] know what questions to ask in what order [10:11] because those are the questions that you [10:13] would naturally ask [10:14] the reason scripts were even invented is [10:16] to mimic or structure [10:18] a conversation between somebody who [10:20] cares and someone that they can help [10:22] that is what a sale is is we're we're [10:25] breaking their beliefs we're coaching [10:26] them to the conclusion that they have [10:28] not been able to make up for this point [10:29] which is that they need to work with us [10:30] in order to solve their problem and [10:32] we should be okay with the fact that i [10:34] would like to provide value to this [10:35] person so that i can break their beliefs [10:36] around this whether they work with me or [10:37] not [10:37] this is still the type of solution that [10:39] they're going to need and if you can [10:41] approach it like that you stop having [10:42] your ego tied up in your closing [10:43] percentages in your numbers [10:45] and instead you start helping people on [10:46] the phone and by extension you will sell [10:48] more deals [10:49] all right and it's not by proving your [10:52] expertise [10:53] and and ego ego babbling about how smart [10:55] you are [10:56] right instead it's asking them questions [11:00] making sure they understand that you're [11:01] that you're tracking what they're saying [11:03] asking more leading questions restating [11:05] what they said and then when they ask [11:07] you about how they could potentially [11:08] work for you then and only then [11:10] you give them the stories to explain how [11:13] it works [11:14] that's the deal and one of the big rules [11:16] that i was hitting on with our sales [11:17] team [11:18] yesterday is you do not pitch the [11:21] program [11:22] until you believe the person will say [11:24] yes [11:25] lawyers do not ask questions they do not [11:27] already already know the answers to [11:28] no guy most guys don't propose to [11:31] someone without already know the [11:32] person's gonna say yes the the take rate [11:34] on proposals is very high [11:35] right let's be real most you know girls [11:38] say yes to a proposal [11:39] most right i'm not saying all but most [11:42] do and sales should be the same way [11:44] if you feel like you don't think you're [11:47] going to close this person [11:48] do not pitch them continue to stay in [11:50] this circle [11:51] where you are asking questions and [11:53] reinstating and clarifying [11:54] until you can eventually find that that [11:57] piece that thread [11:58] that was unexposed that you need to pull [12:00] to then get them to say that aha [12:02] that's the issue right and so from this [12:05] the three things that you should be [12:06] using when you're closing is you should [12:08] be asking questions you should be [12:10] restating what they said [12:11] and then once you've exhausted these [12:13] pieces where it becomes obvious that [12:15] they you need to move on the sale [12:16] only at that point they'll say well how [12:18] do i how do i work with you how does the [12:19] program work [12:20] they should be asking you or you can at [12:22] the very least say would you like to [12:23] know the programmers i think it might be [12:24] a good fit for you [12:24] at that point they can give you [12:26] permission to say yes [12:28] now if someone says yeah hey hey tell me [12:29] how the program works it's like no i [12:31] don't think we're ready for that right [12:32] now [12:32] i need to understand more about your [12:33] business otherwise it's not gonna it's [12:35] not gonna make any sense [12:36] i don't have enough context right and [12:38] again when you do that you can retake [12:39] the frame in the conversation if [12:41] someone's commanding you around you're [12:42] not going to close the deal [12:43] right and so a lot of times usually [12:45] within the first five to 10 minutes you [12:46] can tell [12:47] whether you're not going to close the [12:48] deal most people most experienced sales [12:50] people know [12:51] by how the first five to ten minutes go [12:54] whether this person's [12:54] really even five minutes um you can tell [12:57] whether you're gonna be able to close [12:58] this person or not [12:59] and if you don't feel like you're gonna [13:00] be able to close this person it means [13:01] you need a state shift you need to [13:03] shift the frame and the only way to do [13:05] that is to ask questions [13:06] that are challenging one of the things i [13:08] have my team say is closers ask hard [13:09] questions [13:10] right is ask questions that are going to [13:12] challenge their current paradigm [13:13] if they're in a current paradigm that [13:15] they're getting on the phone because [13:16] they want to prove to themselves that [13:17] nothing's going to work for them [13:18] then you need to say it sounds like it [13:20] sounds like you're out a lot [13:22] sounds like your business is kind of [13:23] there's no way for you to succeed [13:25] does that sound about right and then [13:28] they're gonna sell you on why you're [13:29] wrong but by selling you and why they're [13:30] wrong they're taking a contrarian stance [13:32] which then [13:32] proves to you that there is a way rather [13:34] than saying no i think you can be [13:35] successful they're like no i can't be [13:36] successful right [13:37] and so understanding that before you get [13:39] into your pitch the person must already [13:41] be sold on working with you [13:42] is one of the biggest things i can give [13:44] you right now so if your script has too [13:46] many paragraphs and too much explanation [13:48] and all of that stuff [13:49] then it's off it just needs to be [13:51] questions and restating for [13:53] clarification that you are hearing what [13:54] they're saying [13:55] and asking the next natural question [13:56] that will lead logically to them working [13:58] with you and asking the question at the [13:59] end which is well how do i do this that [14:00] sounds amazing that's exactly what i [14:02] want like how do i move forward with the [14:03] details etc [14:04] and then at that point you say cool this [14:05] is how it works ready to rock and roll [14:07] all right [14:08] fair enough hope that makes sense keep [14:10] being awesome lots of love and [14:11] i'll see you guys on flip side bye

===FILE=== D8mz-jmYL5M - What Has Value in the Age of AI.txt
https://youtu.be/D8mz-jmYL5M
What Has Value in the Age of AI

[0:00] like when information is like free and [0:02] infinite with chat GPT or AI or [0:05] whatever, what actually has value in [0:08] this industry. [0:11] And an interesting example, I asked her [0:13] to like elaborate a bit and she said, [0:15] for example, there was a lot of women in [0:17] her community that their point of [0:19] differentiation used to be making a [0:22] beautiful ebook. [0:24] Like just being able to get the graphics [0:26] pretty or, you know, or making pretty [0:28] graphics. it things like that used to [0:31] give you an edge, right? But now that [0:33] anyone can kind of produce graphics or [0:35] or PDFs or whatever, like what actually [0:39] is the value in this world? [0:43] Um I'm interested to hear what you have [0:45] to say, but I will answer first. Um [0:49] I think so first off, just for everyone, [0:52] information has been free for a very [0:53] long time. So this is not new. there's [0:56] this great thing called the internet and [0:57] people could search for information and [0:59] it was readily available. So what [1:01] appears to be this like crazy thing like [1:02] how could we how could we hide or you [1:05] know put information behind a payw wall [1:06] when it's so readily available. I had a [1:08] a professor one of my favorite [1:10] professors in college who said he was a [1:12] career consultant and he said you know [1:14] consulting is basically like sitting [1:15] next to a river with a cup in hand and [1:18] taking a cup out and then handing it to [1:20] someone and charging them for it. And [1:23] I've always actually always remembered [1:24] that kind of visual. And so a lot of the [1:26] information component is when there is [1:27] infinite information, the value is in [1:29] the selection and curation because no [1:31] one has the time to consume all of it to [1:34] figure out what's good. And so at the [1:36] end of the day, most of the time we were [1:38] always selling time, a compressed time. [1:40] Like when you see uh a year of dates [1:43] dating in 10 minutes, it's like it's a [1:45] time compression. People like, "Oh, this [1:46] is a good deal for my time." And so [1:49] things that make things faster, things [1:50] that make things easier, things that [1:51] typically people will just aggregate [1:53] towards. And so removing friction from [1:55] people's lives will always be something [1:56] that humans will go towards. Now AI has [1:58] done a lot of that for sure. But like we [2:00] can still there's still value to be to [2:03] be given to people by your specific way [2:05] of doing something. So I'll just say [2:07] that like big picture that's number one. [2:10] The second component is um which might [2:12] be like teased out from her question is [2:14] like what things are valuable and [2:16] obviously we're talking school here. So [2:17] like what things are valuable within the [2:18] context of a community and so uh if the [2:24] things that AI can do will replace [2:25] things that humans can do over time. I [2:27] don't think anyone's really arguing [2:28] that. And so we just have to ask the [2:30] question like what things can humans do [2:31] that AI can't do which that that that [2:34] number gets smaller, right? But people [2:36] in a world that everything is fake will [2:38] probably crave realness and authenticity [2:40] more than anything else. And so having a [2:43] community of real people going through [2:45] real you know struggles and problems etc [2:47] and then sharing that I think will [2:48] always be valuable and if anything more [2:50] valuable in the future I mean [2:51] fundamentally like we're making a very [2:53] big bet on it because we believe that. [2:54] Um so that's thing one. Now um [2:58] underneath of that it's what whatever [3:00] you teach there's typically some element [3:02] of it that's like here's my way of doing [3:04] something and then there's some element [3:06] that is consumable within that [3:08] community. So community itself is [3:10] consumable. Like if you had community [3:11] last month, it's not like this month [3:12] you're like, well, I don't want [3:13] community anymore. You still want [3:14] community, right? So you consume that [3:17] product, if you will, month over month [3:18] over month. Um, now there's different [3:21] examples of like what other things, now [3:23] this is going to be kind of niche [3:24] specific to whatever your thing is. Uh, [3:27] can someone after they understand my way [3:28] of thinking or my process or my method [3:30] or whatever, how can they what are the [3:32] inputs of that system? And so in the gym [3:35] launch world, it was like we delivered [3:36] ads. That was the inputs of the system. [3:38] We would go test ads. We'd figure out [3:39] the ads winners and we'd say, "We [3:41] already showed you how to how to run [3:42] them and how to sell people once they [3:43] came in." But the input was the ad. Uh [3:46] there's a 3D printing community. Their [3:47] input was they go look at trending uh [3:50] products and they're like, "Okay, we've [3:51] already taught you how to go 3D print [3:53] our way. Here's the trending products [3:54] for the week or the month." And so [3:56] people were like, "That's consumed [3:57] because next month they'll be [3:58] different." There was a wholesale guy [3:59] who was in here with really good [4:00] retention. His thing was uh his team [4:03] would go search for different uh homes [4:05] uh that were you know potentially good [4:07] deals. All the numbers pencled out and [4:09] then all people had to do is just go [4:10] there and if they walked in it looked [4:12] good then they would buy it. But next [4:13] week it's going to be different. There's [4:15] financial guys who do stock pick. You [4:16] get the idea here is that like there's [4:18] you have to just think what is the [4:19] consumable portion of the value that I [4:22] can help create and and separate that [4:24] out from like maybe the one-time [4:25] component. So some some of you guys sell [4:27] courses, some of you guys sell uh [4:29] webinars, things like that. um you know [4:31] through school and that is a onetime [4:34] value which you can charge whatever the [4:36] relative value is to the person after [4:38] that the value has to be sign like [4:40] typically the value will be smaller [4:42] because it's only based on what is [4:43] consumable and so just making sure that [4:45] that is priced appropriately I think [4:46] will help a lot of people get better [4:48] retention in your communities um and so [4:51] yeah I think there's tons of stuff that [4:53] still has value like you still have [4:54] friends you still are many of you are [4:57] married or have spouses things like that [4:59] AI has does not replace that. And I [5:01] think if anything like the desire for [5:03] true humanness will only go up like [5:05] people have never been more lonely in [5:07] the age of social media. What was [5:09] supposed to connect us is that separated [5:10] us. And so I think having, you know, the [5:11] platform for communities, I mean, our [5:13] whole goal is to make it, you know, [5:15] real. [5:17] Real quick, I'm going to show you the [5:18] exact 10stage road map from zero to 100 [5:21] million plus that less than 1% of [5:24] companies finish. I've now done multiple [5:25] times. And so I can say with a lot of [5:27] confidence that these are the stages as [5:29] headcount increases that you need to get [5:31] through. And I broke each of these down [5:33] by eight different functions of the [5:34] business. What the constraint feels [5:36] like, like what are the symptoms of it [5:37] when you're going through it and then [5:39] what steps we actually took to graduate. [5:40] And we've done this across software, [5:42] physical products, uh, service [5:44] businesses, brickandmortar, all of this. [5:47] And it works. And it's my gift to you. [5:48] It's absolutely free. And so the link's [5:50] in the description, but you just go [5:51] acquisition.comroadmap. [5:53] Just enter your info and it'll spit it [5:54] right back to you. Offering.

===FILE=== DpB_hUtBqwk - Closing 3.3% of Leads Here’s the Fix.txt
https://youtu.be/DpB_hUtBqwk
Closing 3.3% of Leads? Here’s the Fix

[0:00] Alex, what's up? [0:01] What' it do? [0:03] Nothing. [0:04] All right, man. [0:05] I'm Kyle. I sell outdoor lighting to [0:07] homeowners. We design and install it. [0:08] Um, right now we're doing 1.8 million. I [0:11] want to get to six in this location. A [0:12] lot about what you just talked about. [0:14] Not wanting to go too fast um into the [0:16] next. So, I think what's currently [0:18] stopping me is just an inefficient sales [0:20] motion. Um, right now I have one sales [0:23] guy. He just turned in his two weeks. [0:25] So, I'm starting from scratch on the [0:27] sales motion basically. And I want to [0:28] find out when should I hire that next [0:30] guy. Do I get somebody now and keep [0:32] trying to fix it or do I fix it and then [0:35] um [0:36] Yeah. What do you do? [0:37] Find a guy. Yeah. [0:39] So um to me this is like a red alerts [0:42] thing. Now how much your business is [0:43] recurring? [0:45] Uh almost zero except for holiday. [0:47] Got it. Okay. So you need to solve this [0:49] like now. [0:50] Mhm. [0:51] Do you know how to sell it? [0:53] Yeah. Yeah. [0:53] Okay. So you know how to you started [0:54] selling yourself and then you got the [0:55] sales guy. [0:56] Yeah. Yeah. Yeah. I have all the numbers [0:57] right here. If you want that, I can undo [0:58] it, too. [0:59] Um, not yet. So, if So, at first I was [1:03] worried cuz I thought he was like the [1:04] only person who could, you know, get you [1:06] business and I was like, that would be [1:07] No, I'm doing about 20% myself now. [1:08] Okay. And he's doing 80. [1:10] Yeah. [1:11] Got it. Okay. So, then what stops you [1:12] from [1:13] because I moved time like I could do. [1:15] It's not cuz I don't know how to do it. [1:16] Yeah. Yeah. Okay. No, that's good. So, [1:17] what what stops you from getting uh [1:19] another guy like him because you you [1:20] need it? [1:23] Uh, I just want like I think there's too [1:26] many problems in the sales motion now. [1:27] It's not efficient enough. Okay. So, I'm [1:29] wondering should I fix that myself [1:30] before I try to train somebody on [1:31] something that's not even working right. [1:37] All right. Walk me through it and then [1:40] we'll we'll go from there. Um, what I [1:42] don't want you to do is kill your cash [1:43] flow, right? So, I'd rather have some [1:46] inefficiency and still have cash flow [1:47] and then we can fix it. But let let me [1:49] hear what it is if there's any easy [1:50] things we can pull. [1:52] Yeah, cool. So, right now, CAC is like [1:54] $1,800 with ad spend and commission. [1:56] They're all coming everybody's coming [1:57] through Meta. Um the big problem I think [2:00] is we're closing 3.3% of leads on the [2:02] year. [2:03] Okay. [2:04] And the like the front end offer [2:06] [clears throat] is just we you're our [2:07] featured property, we give you a big [2:09] discount for being the featured home of [2:11] the month. Mhm. [2:12] And uh [2:14] so we added a VSSL in because there was [2:16] some like it just wasn't fitting like [2:19] people were like, "Oh, I want this free [2:20] thing." And we just it wasn't working. [2:22] So since the VSSL [2:25] um which is basically like last month we [2:26] had [2:28] or last two weeks 168 leads [2:30] of those 25% were unqualified just off [2:32] of home value. Mhm. [2:34] Um 50 shows off the 120 and only close [2:39] five of those. Um with expect like three [2:41] to five more to close. Just [2:43] you talked to 50 out of 120. You [2:45] actually talked to 50 out of 120. [2:47] Mhm. [2:48] That's great, dude. Was it in person or [2:50] was this uh phone? [2:53] Um in person. [2:54] That's great, man. Okay. So you talked [2:56] to So I I don't think up to that part [2:59] I'm actually not that worried about um [3:01] I thought that was that cool. [3:02] No, dude. It's metal leads, man. These [3:04] aren't Yeah, because if it was search, [3:06] then it'd be a different thing. But [3:07] like, dude, metal leads are they're just [3:08] it's it's not the highest quality [3:10] platform, but you're talking to [3:12] fundament you're talking to 50 out of [3:14] 168. Even if you have the unqualified 50 [3:15] out of 120, [3:17] I mean, we that's not where I think the [3:20] issue is. Okay. What is the cost per [3:21] lead, by the way? [3:22] Uh 36 bucks. [3:24] Okay. $36 per lead. Okay. Got it. [3:27] Cost per appointment is like 140. [3:29] Okay. Got it. What's the um what's your [3:32] what's your uh lifetime, you know, uh [3:34] gross profit per deal? [3:36] Uh $5,500. [3:38] Great, man. This is awesome. Okay. Yeah, [3:42] dude. $140 an appointment, closing a 5k [3:45] thing. [3:46] We can I mean, we can make that we can [3:47] make those numbers work. Okay. So, I [3:50] mean, fundamentally, you should be [3:51] closing a third of these appointments. [3:54] And you're closing what percentage right [3:56] now? [3:56] At 10%. [3:58] Okay. Got it. So we have like we need to [4:00] do a triple. Okay. So walk me now [4:02] through in more detail. So the person [4:06] comes in for the feature of the month. [4:07] So they is this a lead ad? [4:10] Uh yes. [4:11] Okay. So lead ad. Okay. And then there's [4:13] they submit, right? And then is there a [4:16] thank you page that they get routed to? [4:18] Yes. [4:18] Okay. [4:20] So the thank you page has a VSSL on it. [4:23] Yes. [4:24] Okay. [4:24] VSSL on the landing page and and like a [4:27] short one, long one. [4:28] Got it. And then there's a schedule [4:29] underneath of the VSSL. Correct? [4:31] Okay, got it. And then after they book, [4:34] uh, what happens? [4:37] Uh, they get like automated first text [4:40] and email stuff. Um, it's pretty low [4:43] book rate off of that off the page. Most [4:45] of those are manual reachouts to get [4:47] That's fine. That's fine. Okay. So, the [4:50] vast majority are not self-scheduling. [4:52] That's fine. Let's just run that flow [4:53] real quick. So, I wanted to say the [4:54] other one lead form, thank you page, [4:56] VSSL, they schedule after they schedule. [4:58] Is there another VSSL that you said the [5:01] mini video afterwards? [5:02] The same VSSL that's on the thank you [5:04] page is the one I'm using in case you [5:06] missed it or something like that. Okay, [5:07] got it. Okay. And then um either way, [5:10] you're reaching out to all these people [5:11] even if they self-scheduled, right? I'm [5:12] assuming. [5:13] Yes. [5:13] Okay, got it. So, of the people, so now [5:16] let's go the other path since the [5:17] majority of people are are many [5:19] reachouts. You're, you know, I'm sure [5:20] speed to lead, double dialing, all that [5:22] stuff. Okay, so we're getting them on [5:24] the phone. Okay, now what happens? [5:27] So on we try to get the appointment as [5:29] soon as possible and then here's like [5:30] the one fix I'm trying to fix. The one [5:32] thing I'm trying to fix right now is we [5:34] were not requiring the spouse to be [5:36] there. [5:37] So like that was the number one thing is [5:39] all of them were like this all sounds [5:40] great. I have to talk to my spouse, [5:41] never hear from them again. [5:43] Yeah. [5:44] Was like the main thing. So now in the [5:45] VSSL I like zoom in need your spouse to [5:48] be there. [5:49] Yeah. Yeah. [5:50] I'm trying to fix that. So, we don't [5:51] have data on that yet. [5:54] Okay. But just walk me through process [5:56] real quick. You reach out, you get them [5:58] on the phone, [5:59] what do you say? [6:01] Uh the So, the first we're just trying [6:04] to schedule an appointment [6:05] and then we get like we the way I word [6:07] it is we just need to do a quick walk [6:09] through to see if this is even a good [6:10] fit. [6:11] Okay. [6:12] And then we go to like appointment [6:14] reminders, all that. um at the walkth [6:17] through it's just like let's see this is [6:19] either an awesome fit and you're going [6:21] to get 20 lights for free and we're [6:23] going to do 100 lights so it's still [6:24] going to be 30k [6:26] and you just get a basically a 15 to 20% [6:28] discount [6:29] or [6:30] um the second option is well like this [6:33] isn't a great fit for that but good news [6:34] is they spend 30k you only have to spend [6:38] whatever 10k 5k and we'll give you a few [6:41] lights for free [6:43] okay [6:45] So before you get to the house, are [6:48] these people watching the VSSO? [6:52] Yes. [6:53] How are they? So this is why I'm upset. [6:54] So you get on the phone, you say, "We [6:57] just want to check it out real quick." [6:58] We send them reminders. When do they [7:00] watch the VSSL? [7:02] Yeah. Yeah. When the appointment is [7:03] scheduled, like, "Hey, we're going to [7:04] meet you tomorrow at 3." Okay. Watch [7:05] this video before we come out. Yeah. [7:06] Sorry. [7:07] Okay. And when you show up, do you make [7:08] sure that they watch the video? [7:11] Uh, no. We say yes, but no. [7:15] Right. So, [7:17] let I'll just make sure that we do this. [7:19] So, um [7:20] I would also have uh one that they're [7:24] going to watch beforehand [7:26] and then uh I'm guessing you do some [7:28] sort of moment where you like go out to [7:29] the truck and like do some little [7:31] calculation, whatever. [7:32] When you go out to the truck, hand them [7:34] an iPad and say, "Hey, you can watch [7:35] this while I go, you know, call the boss [7:38] and figure out what the numbers are." [7:39] Yeah. And so then it it just literally [7:41] pre-frames them right before you make [7:43] the offer [7:44] to close. Now what I want to do is I [7:47] need to understand more about the [7:48] because I think part of part of that is [7:50] we need to have the like we need to [7:53] confirm that um and then in the reminder [7:56] sequence are we getting confirmation the [7:58] spouse is going to be there [8:00] current like up until now? No. [8:03] Okay. So get confirmation with it. Yeah. [8:05] just say they say uh be like, "Hey, just [8:07] to be clear, is your spouse's going to [8:08] be there too?" If they say no, then we [8:10] say, "Hey, awesome. Like, let's just get [8:12] it booked for a time that because if you [8:13] know that your close rate on those [8:14] people is almost nothing, [8:16] then let's just let's kill the zombie up [8:18] front." So, just add it to the reminder [8:20] sequence. And so, you can say, "Hey, [8:22] just confirm uh you know, two things for [8:24] me. One, that you watch the video, [8:25] second that your spouse is going to be [8:26] there. If you confirm both, I'll see you [8:27] tomorrow or whatever." And then morning [8:29] of, I do the same thing. [8:30] Yeah. [8:31] Right. Okay. That way they know that [8:33] it's actually important. [8:34] All right. So that's on the that's on [8:35] the on the nurture sequence part. Uh we [8:37] added in the VSSL um right as right as [8:41] you walk in and then as you do the [8:42] calculation. Great. [8:44] So that's thing two. [8:46] Um thing three is we got to work on [8:47] offer. All right. So one is spouse [8:51] plus VSSL nurture. [8:54] Yep. And that second VSSL is that just [8:56] another one of the same thing but [8:57] different words. [8:58] Yep. More proof. [9:05] All right, third one. All right, tell me [9:08] about the offer a little bit more [9:09] because you kind of went over it. So, [9:11] you're saying be one of our featured [9:12] homes, [9:13] right? [9:15] Okay. [9:16] So, if you're the featured house of the [9:17] month, you get 20 lights completely for [9:19] free and like a full media package if [9:21] you ever want to sell. Like, you can use [9:22] all these photos and videos. [9:24] Um, and then prioritize install date, [9:26] you'll get it sooner than everybody [9:28] else. [9:28] Okay. [9:30] And then [9:33] yeah, 20 lights free, but then it's [9:34] still typically those homes need 80 to [9:36] 100 lights. Like we picked the best one [9:38] of the month. So there's still going to [9:40] be 25 grand. Our close rate on those is [9:42] crazy high. They almost all say that's [9:44] when we actually select the one person. [9:46] Um but the problem is obviously like [9:48] everybody besides the one per month, [9:50] which for them we say like the way we're [9:53] dude do have you you've gone through [9:55] money models, right? [9:56] Mhm. [9:57] You need to run this as a giveaway. [9:59] Mhm. [10:00] So you're you're you're you're not [10:01] selling the second place prize. [10:04] Mhm. [10:04] You need to sell the second place prize. [10:05] That's what's missing. [10:08] Yeah. [10:08] So you say if everybody says they want [10:10] to get the the first place, then you [10:12] say, "Hey, [10:13] you got second place." [10:17] The asterisk is you can give more than [10:18] one second place prize away. [10:20] Mhm. [10:21] That's how you do it. [10:23] Yeah. Okay. [10:24] I want to make sure you get it cuz it's [10:26] super important. Actually, like I've [10:27] messed with this idea, but I haven't [10:28] done it. But it's basically you're not [10:29] the featured property, but you are the [10:30] highlighted home. [10:31] Yeah, [10:32] I could use that. [10:33] Yeah. [10:34] Sweet. [10:35] Just make it second place. And the best [10:37] thing is the highlighted home gets all [10:38] the stuff that the featured home does [10:40] um at 20% discount. [10:43] Mhm. [10:44] Which is basically what they get anyway [10:46] because their house is so big. [10:49] Sweet. [laughter] [10:51] Think that? Think you can sell that? [10:53] Yeah. Yeah. [10:55] That was it. That was what you were [10:56] missing. [10:57] Cool. So, bring another guy in right [10:58] now. [10:59] Yeah. I think we just need to fix those [11:01] two things in the process. But I think [11:02] the offer was off, dude. [11:03] You You sold them on this big thing and [11:05] then you were like, [11:05] "Nah." [laughter] [11:07] Yeah. That's how it feels every time. [11:08] Yeah. You just You're not going to be [11:10] that person. It's like, "Hey, so um full [11:13] disclosure, like uh featured home we did [11:16] have selected, but your house is great [11:18] and would be our highlighted home." [11:20] Yeah. Yeah. And then do you do you frame [11:22] that in the VSSL at all or only talk [11:24] about the featured home? [11:26] So the way that I prefer to do giveaways [11:29] is that you have your first and second [11:31] place prize [11:32] um public and the second place prize is [11:35] just a discount applied to the first [11:37] place thing. And so when everyone opts [11:39] into the first place thing, they all [11:41] say, "I want this big thing." And so [11:43] it's a very seamless transition to say, [11:45] "Oh, you didn't win the thing." Like if [11:47] I said, "Hey, I'm going to work with [11:48] you." Like let's say hypothetically I [11:50] was going to do and you want to show the [11:52] price of it too. That's what's [11:53] important. So let's say that it's like [11:55] you're going to work with Alex for a [11:56] year. It's a million dollars. I'm just [11:57] making this up. All right. You work with [11:58] Alex for a year. It's a million dollars. [11:59] You're going to get 12 calls uh a month [12:01] and he's going to talk about your [12:02] business like he's the board of [12:03] directors. Okay. [12:04] Uh second place prize uh gets um gets [12:08] the same thing um from Alex, the [12:10] million-dollar value, but you get it for [12:12] 500 grand. [12:14] And so when we call people up, we say, [12:16] "Hey, I've got good news. I got bad [12:18] news. The bad news is you didn't win [12:20] first place, so you're not getting the [12:21] million dollars free. The good news is [12:22] you get that thing you wanted for half [12:24] off. That's how it works. [12:26] Mhm. [12:28] So, it's the same prize. You just apply [12:30] some discount to the thing. So, one [12:31] person gets it free. [12:33] Everyone else gets a discount on the [12:34] main thing. [12:35] Yeah. [12:37] Six inches, dude. You're six inches [12:39] away. Yeah. Yeah. Keep going. [12:39] Yeah. Yeah. Yeah. I love it. on the [12:41] like. So what happens with a lot of [12:42] people that end up not booking or not [12:44] buying is they see the featured houses [12:47] of the month in the VSSL and they're [12:48] like my house is nowhere near like this [12:50] so I don't win I'm out. [12:52] How do you frame it to that person [12:54] before the appointment to get them to [12:55] still get second place? [12:57] Well, you want to say I state the facts [12:59] and tell the truth. I'd say we have we [13:01] have we have a first place and second [13:03] place prize. Third prize is a set of [13:05] steak knives. I'm just kidding. Um, and [13:08] um, I'm gonna show you some of our first [13:09] place prize winners and I'm gonna show [13:10] you some of our second place prize [13:11] winners because I want to be I want to [13:12] be up front with you guys. [13:13] I want to be upfront with you guys. We [13:15] deal with houses in a whole spectrum. [13:17] And of course, we always everybody wants [13:18] to be, you know, cover of Forbes [13:19] magazine. But the thing is is like you [13:21] can still like this is something you can [13:23] use for your real estate when you sell [13:24] the house. Like if you just get these [13:26] pictures and this lighting that alone [13:27] will add more to the home value than the [13:29] price was. Lighting is one of the [13:30] cheapest, highest return things that you [13:32] can do. So this is not even a we're not [13:33] even you're not even buying anything [13:34] here, right? Like you're just getting [13:36] home value at a discount. [13:38] Yeah. Yeah. Yeah. Sweet. [13:40] Dig it. [13:41] Yeah. A lot. [13:42] And I would also say the good news is [13:43] that if you're actually not one of these [13:44] feature houses for that and to be clear, [13:46] if you're one of the featured houses, [13:47] love you. That's going to be we're going [13:48] to have an awesome time. But by [13:49] percentage, you get a higher percentage [13:52] value lift with lower value homes. [13:55] Mhm. [13:57] So you actually get a better deal even [13:59] though you had to pay for it. Does that [14:01] make sense? [14:01] Yeah. Yeah. Yeah. Yeah. Makes a lot of [14:03] sense. [14:03] So that would be my pitch. [14:05] Sweet. [14:08] Awesome. [14:08] Feeling good. Rock and roll. [14:09] Yeah. Yeah. Yeah. I love it. Love it. [14:11] All right, dude. Well, let me know how [14:12] it goes. [14:13] We'll do. [14:14] Appreciate you, man. [14:15] Yeah. Thank you. [14:16] All right. If you're a business owner [14:18] and you are not growing as fast as you'd [14:20] like. I'd like to give you a free gift. [14:22] So my team and I put together the $100 [14:24] million scaling roadmap, which is [14:26] basically 200 hours of us looking over [14:27] all the portfolio companies we've had [14:29] and what stages of growth they went [14:31] through and more importantly where they [14:33] got stuck and how they got past it. And [14:35] so we broke it in these 10 stages and we [14:37] made this little kind of quiz thing [14:38] where if you put in your business [14:39] information, it'll tell you where you're [14:41] at and the most important part for you, [14:42] what to do for each of the business [14:44] across product, marketing, sales, [14:46] customer success, recruiting, IT, human [14:48] resources, and finance. And so no matter [14:50] what you're struggling with, someone [14:51] else has already struggled with it and [14:53] solved it. And so I'd like to give you [14:55] this thing absolutely free. You can go [14:56] to acquisition.com/roadmap, [14:58] plug in your business information, and [14:59] if you want us to actually help you [15:02] deconrain the business and you're trying [15:03] to scale, we'd love to help you out on [15:05] the thank you page. You can just book a [15:06] call with my team and we will look at [15:09] the business, see if we can help. And if [15:11] we can, we'll invite you out to Vegas [15:12] and we'll do this in person live.

===FILE=== ETEFhDICm5o - Close High-Ticket Sales By Saying “NO”.txt
https://youtu.be/ETEFhDICm5o
Close High-Ticket Sales By Saying “NO”

Intro [0:00] what's going on everyone alex ramosa [0:02] here [0:03] founder of jim launch allen prestige [0:05] labs [0:06] and owner of a couple other companies um [0:08] and today i'm going to talk to you um [0:10] about how to sell some stuff all right [0:14] so there's um there's there's three [0:15] types of questions um i think i've [0:17] talked in other videos about how [0:19] um how to structure your sales [0:20] conversations but i haven't talked as [0:22] much about the nature of the questions [0:23] and the types of responses that you're [0:25] getting [0:25] right and so in a sales process right [0:28] you're you have some questions that are [0:30] going to be [0:30] mining questions that's trying to [0:32] extract information from the prospect [0:34] and the remainder of the questions are [0:35] questions to get agreement right so [0:37] you're going to put a proposition out [0:38] there and ask for agreement [0:40] right and if you get enough agreements [0:41] it's going to be natural that they're [0:42] going to want to move forward working [0:43] with you [0:44] now the way that you structure these Structure Questions [0:45] questions all right [0:47] i would say that you have yes-based [0:48] questions you have [0:50] um neutral questions and then you have [0:52] negatively inclined questions [0:54] all right first time i heard about this [0:55] from chris voss he's the guy who does [0:57] the um [0:58] he wrote the book never split the [0:59] difference really interesting stuff [1:01] um and so a yes-based question would be [1:03] like sound great [1:06] yes that sounds great right a neutral [1:09] type of question would be like [1:10] fair enough does that sound fair does [1:12] that sound reasonable to you [1:14] right they'd be like well that sounds [1:15] reasonable now it's still technically a [1:16] yes-based question [1:17] but the question that we're asking has a [1:19] neutral tone to it [1:20] all right because we're not saying hey [1:22] is this the most amazing thing you've [1:24] ever heard of [1:24] like do you think this is the most [1:26] amazing program the amazing product [1:28] like blah blah that's asking a lot of [1:30] someone [1:31] right for them to agree to that so that [1:33] would be a harder yes to get [1:35] it's easier to get something like a a [1:37] reciprocal [1:38] yes which i would say someone says you [1:41] know that's a lot and we say [1:42] no worries what if we did this fair [1:45] enough they say well he made a [1:46] concession [1:47] that sounds fair or if we did this does [1:49] that sound reasonable [1:50] that's not like a fair expectation yes [1:52] it does great and then you can go to [1:54] close the sale [1:54] and if you've heard any of my past sale [1:56] stuff one of my favorite closes which i [1:57] got from [1:58] jordan belfort um is fair enough right No Base Statements [2:01] i just love this clothes so much because [2:03] it's like fair enough [2:05] right you make a concession fair enough [2:07] and so many times we were like well they [2:08] made a concession [2:09] and i'm a reciprocal human being it's [2:11] very hard for me to deny this request [2:12] and say yes i do believe it's fair and [2:14] then you say boom then let's move [2:15] forward right [2:16] but this is one that i learned very [2:17] recently um that i really like and i [2:20] when i look back through my actual [2:21] conversations i do this [2:23] and that's why i think it's so [2:24] interesting because [2:26] i'll i'm gonna i'm gonna be i'm gonna [2:28] level with you really quickly [2:30] all the people that i know who teach [2:32] sales are natural born salesmen which is [2:36] interesting [2:36] right they're natural born salesmen i [2:38] don't know a lot of people who [2:40] who teach sales who weren't naturally [2:44] very good at it quickly right um [2:47] and so there are some things that people [2:49] naturally do because they've [2:50] had a lot of experience doing it and [2:51] usually you get a lot of experience [2:53] doing it because when you start doing it [2:54] you get enough success that you can you [2:56] can steamroll [2:57] right um and grow and get a lot of [2:59] volume and then once you do lots of [3:01] volume then you can master at it but you [3:02] had some sort of inclination or [3:03] proclivity [3:04] towards the skill all right um that [3:06] being said it doesn't mean that anyone [3:07] else can't become a great salesman [3:09] it just means you might have to have [3:11] more reps to get there now that being [3:13] said [3:14] no base statements this is actually [3:16] where you [3:17] you go in opposition right and so the [3:20] reason and the psychology behind this [3:21] per my understanding and it makes [3:23] complete sense to me at least is that [3:25] people feel safer saying [3:26] no people feel like they retain their [3:28] autonomy they feel like they're [3:30] they're at ease it's harder especially [3:32] like you think about decision fatigue at [3:33] the end of the day people don't want to [3:34] be [3:35] responsible or anything they don't feel [3:36] vulnerable to saying yes and agreeing to [3:39] something right [3:39] instead they prefer to say no and stay [3:42] safe right [3:43] but if you phrase your questions [3:45] properly you can get people [3:46] to say yes by saying no which is one of [3:48] the most powerful sales taxes i shared [3:49] in a different video [3:50] where richard schwartz taught me how to [3:52] get someone to say yes by saying no hey [3:54] you don't want anything else do you no i [3:55] don't want anything else and by doing [3:57] that they got 95 [3:58] of people to take an upsell all right [4:00] now no base question [4:02] this is something like would you be [4:03] opposed to moving forward today [4:05] would it be completely unreasonable for [4:07] us to get started at the end of this [4:08] conversation [4:09] um would it be a completely would it [4:12] would be completely out of left field [4:14] for me to say that we should start you [4:15] know start start working together today [4:17] um so it's all of these would you be [4:20] opposed to would you be against [4:21] would it be unreasonable right all of [4:24] those things are no based kind of [4:26] antecedents or [4:27] sorry precedence that that that lead [4:30] into a no base question [4:31] and so think about this if i said and [4:34] i'm going to give you the same [4:35] same kind of scenario here if i'm trying [4:37] to get my wife [4:38] to go where i want to go to dinner right [4:40] because i want to go to cheesecake [4:41] factory the finest establishment in the [4:42] land [4:43] all right count it get the cajun chicken [4:45] little so you can get them half grilled [4:46] and half uh [4:47] half a half right and get the get the [4:50] sauces from the thai lettuce wraps [4:51] anyways [4:52] um if i say hey babe you want to go to [4:54] uh cheesecake factory she might be like [4:56] well no i don't want to go to cheese [4:58] factory right or like i'm not really [5:00] sure [5:01] right now if i switched that and i said [5:03] would you be against going to cheese [5:05] factory [5:06] well i'm not against going to tca [5:08] factory and i'm like great let's go [5:10] and so that's the beauty of a no base [5:12] question see how different it free it's [5:14] phrased [5:15] right and if i say hey you excited to [5:16] move forward today that's a yes [5:18] right it's harder to get someone to say [5:19] yes i'm excited before today would you [5:20] be opposed to moving forward at the end [5:21] of the conversation [5:23] no i'm not opposed to moving forward [5:24] great and we get the sale [5:27] and so this is really interesting [5:28] because um [5:30] what i find because there's there's lots [5:32] of uh literature on you know getting [5:34] people to say lots of yeses and trial [5:35] closes and things like that throughout [5:37] the sales process [5:38] but in my mind these are all still ways [5:42] of getting agreement [5:43] which is the goal so it's simply using [5:46] psychology in terms of how people [5:48] like to respond to things how they feel [5:51] in the moment [5:52] of you know saying yes makes them feel [5:53] vulnerable saying no makes them feel [5:55] safe [5:55] and leveraging that now that that being [5:57] said it doesn't mean every single [5:58] question you have to ask [5:59] has to be a no based question but i [6:01] think if you if you can rephrase a [6:02] couple of the key milestone questions [6:04] that you have in your sales [6:05] conversations [6:06] or if you feel like you're kind of [6:08] closer to the edge with someone [6:10] leaning towards a no based question i [6:11] think is something that natural salesmen [6:12] do well automatically [6:14] like is it unreasonable for us to move [6:15] forward today right would you be opposed [6:17] to moving forward today would you be [6:18] opposed to knocking out the paperwork [6:19] should be opposed to [6:21] are you against xyz right oh no i'm not [6:23] against it all right let's rock and roll [6:25] right [6:25] um all of these are still ways to get [6:28] questions and so i think that in some of [6:30] my sales scripts right now [6:31] we're going to be shifting from fair [6:33] enough clothes drive is so wired in my [6:35] brain from doing it so many times [6:37] um to some no based phrasing uh because [6:40] it's easier to get agreement with [6:41] prospects especially even [6:44] if they're kind of fatigued at the end [6:45] of the day or which is when people are [6:47] less likely [6:49] to want to say yes to things um counter [6:52] example there could be decision fatigue [6:53] and they just want to say yes to [6:55] to get done with it right depends on the [6:56] size of the purchase [6:58] but anyways i hope this was valuable for [7:00] you in terms of phrasing behind the [7:02] questions [7:03] obviously this is not for mining based [7:04] questions where you're trying to extract [7:06] information from someone [7:07] um and to better understand this is [7:09] really where you're trying to get [7:10] agreements [7:11] um towards milestones to work together [7:13] all right so i hope this made sense [7:14] keep being awesome lots of love i'll [7:16] catch you guys soon bye

===FILE=== EZLQzR-_83A - The first product you must sell in a new business….txt
https://youtu.be/EZLQzR-_83A
The first product you must sell in a new business…

[0:00] in this video i'm going to talk to you [0:01] about one of the questions that i get [0:02] most frequently and that i one of the [0:04] problems that i have to solve again most [0:05] commonly in some of the companies that [0:07] we take on in our portfolio [0:10] one of the goals of any business is to [0:12] maximize the amount of revenue per [0:14] customer you generate right and a lot of [0:16] times you want to have [0:17] what's what's called like an [0:18] accommodating buying curve and so what [0:20] that basically means is [0:22] at every rug right if someone is [0:24] wealthier you want them to buy more and [0:27] spend more money with you and if someone [0:28] has less money you want them to still [0:30] buy from you but potentially buy for [0:32] less right and so this gives way to a [0:35] lot of these crazy product and service [0:38] listings where people have you know 100 [0:41] different services and products that [0:42] they offer because they want to have the [0:45] ability to serve everyone at the maximum [0:47] degree the thing is is that most times [0:50] that will create so much operational [0:52] complexity and create so many little [0:54] appendages right little sticky things [0:57] that are stuck onto the side and bolted [0:59] on and globbed and duct taped onto a [1:00] business that it becomes incredibly [1:03] distracting for all of the employees [1:04] because they're thinking about all these [1:06] different things and here's a funny one [1:08] is that most times if your employees [1:10] don't understand all the different types [1:12] of things you sell and the price points [1:13] you sell them at your customers for sure [1:16] don't one of the things that we will do [1:17] when we're looking at a company is we [1:19] will simplify the product offering and [1:21] instead [1:22] try and reach the maximum buying [1:25] threshold per prospect by changing the [1:28] payment terms now [1:30] in a perfect world if everyone had [1:32] absolute information and everyone was [1:34] unbelievably well trained and you had [1:36] great infrastructure and all that stuff [1:38] then yes the more products and services [1:39] you offer in theory you would make more [1:42] money but we don't live in that [1:44] theoretical world most of the time and [1:46] most small business owners are not that [1:47] good at operating right it's the number [1:49] one issue they have they're super [1:50] disorganized they feel like they're [1:52] spinning their reels all day their team [1:54] completely has no idea what which way [1:56] they're going they change things all the [1:57] time etc and so in an effort to combat [2:00] that we have used this process over and [2:02] over again and it has worked very well [2:03] so [2:04] it is as follows we sell two things and [2:07] i've done this in virtually every [2:09] business that i've ever owned [2:11] we sell two things [2:12] two products or two services and this is [2:14] once we're going from one to ten million [2:16] all right zero to one million you sell [2:17] one product and one service one avatar [2:19] all right that's it one channel one [2:22] product one avatar that's it right but [2:25] once you're going from one [2:27] to you know one to three ish million and [2:29] you're trying to go to ten [2:31] you introduce the second product line [2:32] and so here's how this works if you have [2:34] two things that you sell you'll have a [2:36] front-end thing and you'll have a [2:37] back-end thing we can still have a [2:40] massive accommodation in the buying [2:42] curve based on the payment terms that we [2:45] introduce so for example people will [2:48] look at their monthly expense [2:51] more than the total contract value [2:54] that's a huge money hack i'm giving you [2:56] right now this is a wealth hack this is [2:57] something that will build make you a [2:59] fortune in your life if you can properly [3:01] understand this [3:02] people do not look at the [3:05] length or the total contract they're [3:07] signing they will only pay attention to [3:09] what is it going to cost me every month [3:11] because no one is good with their money [3:13] all right so they only look at the cash [3:14] flow expense month over month over month [3:17] and they just think can i make it happen [3:19] yes cool i'll sign they don't think [3:21] about the total contract value for you [3:23] as a business owner the contract value [3:25] matters almost more than anything so [3:26] i'll give you a quick hack on this total [3:28] side note tangent for you life hack pro [3:31] tip if you want to extend the contract [3:33] value that you have i have a saying [3:35] which is the bigger the head the longer [3:37] the tail all right and so what that [3:38] means is the more you can get someone to [3:40] pay up front and relative to the upfront [3:43] cost of signing up or what they paid [3:45] down the lower their contractual [3:48] recurring payment is the stickier it [3:50] will be so i'll give you an example [3:52] if i had someone sign up for 99 a month [3:55] for whatever it doesn't matter that [3:56] price point might be medium sticky [3:58] depending on the value that i have now [4:00] imagine i had someone pay five thousand [4:02] dollars down and ninety nine dollars a [4:04] month after that how much more sticky [4:06] would it be significantly more sticky [4:08] now the beauty is if you have one of [4:10] these up front tight payments you can [4:12] also use that to liquidate your ad cost [4:14] cover your commissions for the [4:15] salesperson cover the upfront [4:17] fulfillment in onboarding which is going [4:19] to cost more for a new customer than an [4:20] existing customer and so you can build [4:22] all that in if you know that the thing [4:24] that you are selling has very high gross [4:26] margins then you can still have a lower [4:28] cost as long as you know that the person [4:30] is going to stay for a long time and so [4:32] based on how you structure the pricing [4:34] you can actually get some you can use [4:35] the pricing to actually get people to [4:36] stick longer pro tip complete that is it [4:38] moving back to the original thing that i [4:40] was talking about in one of our [4:41] portfolio companies we actually had this [4:42] as a really in-depth discussion that we [4:44] had to make a decision about all right [4:46] and so they had a different you know [4:48] mentor person whatever advice uh who [4:50] told them that they should have three [4:52] products and they should have a you know [4:54] low a medium and a high product and then [4:55] based on [4:57] you know what the salesman thought the [4:58] salesman would sell them the low medium [4:59] or high [5:00] in my experience it is not that [5:02] effective [5:03] and that is because the salesperson [5:05] can't decide [5:07] which of these things they are trying to [5:08] sell most of the time and so what we [5:11] have found is more effective is you give [5:12] the salesperson the one dream to sell [5:15] this thing is going to solve this [5:16] person's problem and we make it the most [5:18] valuable thing that we're trying to sell [5:19] because at the end of the day you do [5:21] want to solve the the customer's problem [5:22] right we do want to actually make sure [5:24] that we're providing value rather than [5:25] having a diet a medium and a grate right [5:29] simply having one thing that solves all [5:30] the problems and then based on the the [5:33] customer's budget [5:35] we can decrease how they pay all right [5:38] so hear me out [5:39] so let's say that uh we want to do a uh [5:42] this is a six month implementation of [5:44] whatever kind of solution you sell if [5:46] you have a six month duration you can [5:48] have the person a pay the entire thing [5:50] up front so that would be for somebody [5:52] who has [5:53] the highest budget version two would be [5:55] a split pay version three might be three [5:57] payments right with at twenty percent [5:59] higher and then finally you might have a [6:01] have a have a you know a six pay or [6:03] whatever over that period of time so one [6:05] two three six now here's the cool thing [6:08] the more payment options you provide the [6:10] higher your conversions are that's [6:12] proven all right so the more options you [6:15] give someone to pay the more people will [6:17] buy [6:18] period now you might not make more cash [6:20] flow because if you give your sales guy [6:22] more options then they might use though [6:24] they'll end up defaulting to the lower [6:25] ones right but if you have one thing to [6:29] sell then they only have one thing to [6:31] convince the person of because a [6:32] confused mind doesn't buy if you have [6:34] too many options the salesman won't know [6:36] what to sell and the prospect won't know [6:37] what to buy and so i prefer when i'm [6:40] coming into our portfolio company i'm [6:42] thinking what is this true problem that [6:44] we are solving with this business for [6:46] what avatar [6:47] and we make that the main thing and we [6:49] communicate it clearly in the scripting [6:52] and the sales person has clarity on what [6:53] they are selling and they're always [6:55] solving the same thing and so the [6:57] question becomes no longer which of [7:00] these things are you going to buy but [7:02] once you are buying how would you like [7:04] to pay and so then the discussion is [7:06] around what payment plan is best for [7:08] them rather than what product is best [7:10] for them and so by doing that you can [7:12] get people to go between different [7:13] payment terms that is not going to [7:15] change whether they're going to buy but [7:16] if they're unsure about which product is [7:18] going to best suit their needs and the [7:20] salesman doesn't know because at the end [7:21] of the day he's just trying to sell the [7:22] most expensive thing then you'll have [7:24] way more confused people who leave on [7:26] soul so this is a single tactic that you [7:29] can use to execute within your business [7:30] which is why i'm a big fan of making [7:31] offers people cannot say no to is that [7:33] you can focus all of your sales and all [7:35] of your persuasion attempts on selling [7:37] the one thing which is getting them to [7:38] say yes once they say yes we can we can [7:41] reach the we can accommodate their [7:43] wealth and their budget based on the [7:45] payment terms that we provide and if we [7:47] have done or we've structured our offer [7:48] properly the offer in and of itself [7:50] should already be very high gross [7:51] margins which means whether or not the [7:53] person pays a thousand dollars a month [7:54] or a hundred dollars a month it's still [7:56] almost all margin for us because of how [7:58] we structure the thing that we are [7:59] selling [8:00] and so we are able to capture higher [8:03] ltvs by getting the people who have more [8:06] money to prepay the thing up front that [8:08] is how we do it and with those people [8:11] you'll be able to ascend into the second [8:13] thing [8:14] faster because they've already prepaid [8:16] that thing and then you can solve the [8:18] next natural problem in another sales [8:20] conversation rather than trying to pick [8:22] all of the things in one conversation [8:24] which makes it incredibly difficult to [8:26] do this is just for everyone again a [8:29] broad brush stroke of statements for [8:30] most entrepreneurs who are not very good [8:32] at operating their businesses uh her [8:34] operations is not their strong suit and [8:36] are below three million dollars a year [8:38] all right so anyways moseynation there's [8:39] a lot of people who are broke i don't [8:40] want to be one of them which is why i [8:41] make these videos keep being awesome i [8:43] love you and i'll see you guys next bit [8:45] bye

===FILE=== E_33PAl0AHo - Your $90 CPA Is Killing You (Here’s How to Fix It).txt
https://youtu.be/E_33PAl0AHo
Your $90 CPA Is Killing You (Here’s How to Fix It)

[0:00] I'm currently getting $90 CPA for a 22 [0:02] per month membership from ads. 52 [0:05] purchases so far. That's about a 0.25 [0:08] rorowass. What would you share on how to [0:10] make the ads more profitable to get at [0:11] least a 1.0 rorowass? I've tried a lot [0:14] of new ad angles, but about the same. [0:23] Well, [0:27] the way that I would probably do it, so [0:29] this isn't just me me explaining what I [0:30] would do is I would I would ascend them. [0:34] So you don't have time because I don't [0:35] even know what your churn is. Let's [0:36] assume that you have 20% churn and LTV [0:38] is 22 time 5, right? So that would be [0:41] 110. So 110 bucks, if you spend 90, make [0:44] 110, that's a bad business. You don't [0:45] want that, right? Um, and so we have to [0:48] find a way to ascend a certain [0:49] percentage of them to something more [0:50] expensive. And so basically your option [0:53] would be [0:55] you have to increase conversion 4x to [0:58] break even. Really realistically you'd [1:01] want to increase conversion like two and [1:02] a halfx just so you could be 50% because [1:03] then in 30 days you get the second [1:05] transaction. That would be enough for me [1:06] that I'd say okay. I'd still try and [1:08] improve it but that would be like [1:09] breathable. Um, but realistically I [1:13] would want to have the four conversions. [1:15] So, write these down if you don't know [1:17] what these are for communities. So, [1:19] conversion point number one is that you [1:21] include a call for onboarding for every [1:22] person who signs up. Number two is that [1:25] you DM everybody in the group and you [1:27] ask them if they have any questions and [1:28] you can set them via DM to buy something [1:30] else. By the way, this is where you have [1:32] a second community that's more expensive [1:33] if you want to. This this is, by the [1:35] way, the guys who are doing the best. [1:36] And so, as I'm saying this to you, if [1:39] you have a $90 CPA, I would bet you [1:42] would be able to get group ads for [1:44] somewhere in the neighborhood of like5 [1:46] to$10. And if you ascend 10% of those [1:50] people, your CPA will cut in half and [1:52] you'll uh probably will get a higher [1:54] LTV. So, conversion point number one, [1:56] onboarding call, conversion point number [1:58] two, DMs. Conversion point number three [2:00] is that you have a weekly Q&A call, [2:02] which you do as uh kind of like a [2:04] webinar, but you I mean, you don't have [2:06] to think of this. Don't think about [2:07] slides. Just think like provide a lot of [2:08] value. Make a soft tuss CTA about your [2:10] your main thing where you help them [2:11] personalize this. And then number four [2:14] is that you have the VSSL or webinar [2:18] that does have slides. So this is one [2:19] that you would want to script uh in the [2:21] modules in order as the first thing that [2:23] they consume. And so the five modules [2:25] will be your introduction meaning your [2:27] origin story and the opportunity at [2:29] large. [2:31] Big concern number one about the [2:32] universe or circumstances or conditions. [2:34] Big concern number two about other [2:36] people who are going to get in their [2:36] way. Big concern number three about why [2:38] they're not good enough, about why they [2:41] specifically can't be successful. And [2:42] then finally, the CTA that for them to [2:46] buy more [ __ ] from you. Okay, so those [2:47] are the four conversion points. So if [2:49] I'm you, I would probably run it to a [2:51] free group. Run those four conversion [2:53] points to get into my paid group. Done. [2:55] That's what I do. [2:58] Aaron Brewer, I'm Facebook a little more [3:01] expensive. You can make the pay group [3:02] more expensive too if you do that. If [3:04] you run it that way, you can make the [3:05] pay group probably like like 99. [3:08] Make sense?

===FILE=== F3NyhOtRpOE - GROWTH LEVERS Big Business Owner Explains Real World Tactics.txt
https://youtu.be/F3NyhOtRpOE
GROWTH LEVERS: Big Business Owner Explains Real World Tactics That Work

[0:00] i was able to take home more in a year than the ceo of mcdonald's ikea ford motorola and yahoo [0:08] combined as a kid in his 20s you guys want to hear something totally insane like completely out there wild i [0:15] was able to take home more in a year than the ceo of mcdonald's [0:21] ikea ford motorola and yahoo [0:27] combined as a kid in his 20s that equated to 1.2 [0:33] million dollars per month in dividends for nearly the last half decade honestly [0:38] no one is more surprised than i am about that and so me expressing this [0:43] fact early on in this presentation in some people will create envy um it'll create anger in other people it'll [0:50] create skepticism in most and confusion in old folks and hopefully [0:56] it should inspire a select few and so if that was you then you are the people that i'm making this presentation [1:02] for all right because i know exactly where you're at um because i have been [1:07] there and i'll walk you through that so i was um i was talking at an event not that long ago and they had like levels [1:14] to entrepreneurship and level seven was what they called me which was like the highest level which is kind of silly for [1:20] me because i you'll see in a second why just a couple observations for everyone uh kind of like from outside looking in that may be [1:27] valuable for you the first one is that everyone wants you to do well just not better than them [1:33] and i think that's something that we can all recognize like some of you probably have experienced that [1:38] other you will experience that if you have people rooting for you as an underdog sometimes that will change as you become more successful [1:44] second accept that no one actually wants you to be rich except for you and so it's only going to be up to you [1:51] to get there and the nice thing about success habits and wealth and business is that even if you don't deserve it in [1:59] terms of your character etc if you still do the actions success does not care so [2:05] success is colorblind success only cares about the work that is done third point that i've kind of found in [2:11] my in my time money only solves money problems and then you were left with problems that [2:16] money can't solve and so i know a lot of you um maybe maybe in a situation where like another you know more money feels [2:23] like it will solve all your problems and i can tell you um it won't it'll just solve the ones that money can solve [2:28] you'll realize which is uh point four is that you don't actually arrive ever uh [2:34] you just enter a new club as the smallest member and so in the building that i live in it's almost exclusively eight nine and ten figure entrepreneurs [2:40] so eight is ten million nine is 100 million and ten is a billion the guy who lives directly above me so literally the [2:47] unit directly above me he actually owns the entire building and last year he did 3.8 billion in sales top line he took [2:54] home 930 million dollars in income and so all that ends up happening is you [3:00] you just get into a new new club as the smallest member there's just levels to the game and um i'll just leave you with [3:07] this one last thing for those of you uh who see what i see on the internet world and the instagram flexes is that [3:13] everyone talks about the laptop lifestyle having a business that spits out cash flow for you passive income blah blah blah this last year i did [3:20] almost nothing work wise and our businesses generate a tremendous amount of cash flow i can tell you that i was [3:26] very miserable i think that we need as a community to make work cool again [3:31] because we kind of i see it all over the place especially in the entrepreneurial scene of demonizing the grind demonizing [3:38] uh the hustle demonizing putting the hours in and saying that like if your business [3:43] requires you that it's not a real business and i think that it's a load of bs because after having now exited the [3:50] business uh multiple businesses now i can tell you it's not fun and i feel like what my [3:57] my end result of this entire process for me is that i sought out freedom thinking that freedom and i didn't i had all my [4:03] time when what i should have been pursuing was options and so if you enjoy the work you do [4:10] you have arrived and so i can tell you right now and what i'm doing in 2022 is basically repositioning myself to get [4:15] back 100 into the grind because i choose to and so anyways i wanted to just give you guys that because i know a lot of [4:21] people are in different different places but i just wanted to share some things that i wish i had heard earlier on so who wants to hear about some stuff [4:28] that can shortcut your path to material success so you can ponder the purpose of achieving it to begin with let's rock and roll all right so here's a quick [4:33] framework that i have for making offers all right and the reason that we're going to focus on offers is because i believe that they are the fastest [4:39] shortcut to material success in a business if i'm going to take a business over i'm going to take a a chunk of a business as an investor the first thing [4:46] i'm going to do is look at the offer stack which is what are the things what are the sequence of offers we're going to make to the customers and prospects [4:52] over their journey with the business now there's a lot of things that i cover in the book and i like i said earlier i [4:57] could have covered every single one of them but instead i'm going to cover four main ones okay so these are the main things that i look at in the business [5:04] and some of the issues that most business owners deal with one is the commodity problem so the goal is to de-commoditize it the second is making [5:09] sure that we're actually targeting the right avatar who we think is going to be able to generate us the most long-term lifetime revenue all right the third is [5:16] that we're going to make sure that we can charge a premium price for the the services and products that we sell and then fourth i'm going to cover the [5:23] value equation all right because it's probably the biggest takeaway of the book and it is probably it is the concept that the book is based around [5:28] all right scarcity urgency bonuses guarantees and naming are all things that will enhance the effectiveness of your offer um and i'll i'll tell you at [5:36] the end some some easy resources that i can i can give you guys for those all right cool so we're gonna cover these [5:41] four and so let's rock and roll so here's the problem right now if your ads are not converting well so clicks [5:47] and opt-ins uh and or your sales team has trouble scaling so it means it takes too long to ramp up new new reps um then [5:54] adjusting your offer is usually the issue it's usually the core problem that most people don't see all right and so [6:00] to catch fish you need bait or an offer all right an offer is the starting port of [6:09] providing them in exchange for their money that is what an offer is the reason i define it because it's good to have shared terminology an offer is [6:15] going to be the number one driver of success of any campaign and i'll prove it to you in a second all right so what does it actually do it will allow you to [6:22] sell in a vacuum or a category of one and forces customers to make a values-based decision instead of a [6:27] price-based decision all right i'm gonna say that again it will force your customers if done successfully to make a [6:34] values-based decision instead of a price based decision all right if someone [6:40] makes a price-based decision means they hold up two things they say these are close enough i will make a decision based on the price and i will choose the [6:45] cheaper one because these two are comparable if i make a values based decision i say [6:50] this is the only thing i have nothing else i can compare it to and therefore i must accept the price that is being charged if i deem the value sufficient [6:59] all right and so the goal is to decommoditize the offer that we are selling so that we can sell in a category of one [7:05] and you can do this in any type of business that you have and so when you do this successfully [7:12] you will increase the click-through rates on your offers on any platform you're doing whether it's cold outbound [7:17] whether it's whether it's cold emails whether it's ads whether it's earned media whether it's to your list it [7:22] doesn't matter where you're presenting the actual offer where those that offer sits with eyeballs wherever the eyeballs [7:29] are if you make a decommodized offer that is value based rather than price driven you will increase the number of [7:35] clicks that you get you'll increase the percentage of those clicks that convert and you'll increase the price at which [7:41] those people purchase all right and so the simple translation for that for those who are or hopefully [7:47] not bored out of your mind with the the concept or with the the marketing jargon is you get more leads you get more sales [7:54] at higher prices and each of those multiply so if you get two extra leads 2x the conversion on those leads which [8:00] is now a 4x and then you can increase your price by 2x that is an 8x increase [8:06] in business that is why the offer is so important and so strong so i'm going to give you [8:11] guys a real life example so the b2c weight loss right now is 99 a month if we're going to try and sell that all [8:18] right for 99 a month i could not do it all right i failed miserably and so what [8:23] i had to do when i was trying to i couldn't even give this away for free we transformed this offer into a free six [8:29] week challenge by doing that what ended up happening is we changed a not even [8:34] break-even offer to getting 30 to one returns 30-1 returns on our advertising all [8:41] right the second example i want to give you i'm going to walk you through this one live together is a 1500 per month retainer offer uh [8:48] one of our software companies that we sold called allen we dealt with a lot of brick-and-mortar agencies so people who would sell to chiropractors people who [8:55] would sell to whatever right a lot of times they had an issue where they were getting commoditized right everyone had more or less the same offer and so they [9:02] would say hey pay me every month and either you get results or you don't get results and the average agency who was [9:09] there would get about point five to one return on their ad spend in their first 30 days so if they spend a thousand bucks they would make 500 on average and [9:15] then the next month they would make a thousand and so forth right so they kind of broke even or lost a little in the front end and then they continued on the [9:21] back end but what we were able to do is actually 22x the increase on average of [9:26] the return on ad spend by simply changing the offer is that cool so right now if you could 22x the difference that [9:34] you got and it did the same thing on the first one same thing on the second we're talking 20x 30x increase the return on [9:39] ad spend would that be cool for you guys this is what happened before with the agency offer okay if you look here i [9:45] have this chart and this is these are the actual numbers so when the guys were spending 10 dollars a month they reached [9:50] 300 000 people the response rate was point zero zero zero one three right the number of appointments that booked was [9:55] 40. the show rate was 75 appointments showed 30 you know closing percentage was 16 percent fullness was [10:02] five price was a thousand bucks right so they'd make five thousand dollars off ten thousand these were the real numbers okay [10:08] now when we introduced the new grand slam offer and the new offer that we gave them was pay us one time [10:14] and we will work all of your leads for you and then you only pay us a gun after this first payment [10:20] after someone shows up so only pay us when someone shows up after you sign up with us that's it you [10:26] pay me once today i set everything up and then from that point going forward you never have to pay me again unless someone walks in your so check out the [10:31] difference here so the advertising spend was equivalent between you know day one it says ten thousand ten thousand right [10:36] impressions are the same because you know ads still cost the same amount but here's what's crazy two and a half x increase in response [10:43] rate okay two and a half x but that's just step one now the changing result is we got [10:50] from forty appointments to a hundred appointments for that ten thousand dollars of ad spend show rate was the same nothing changed there but now we [10:56] have 75 people showed up rather than 30. and here's the next crazy part is that rather than closing 16 which is what [11:02] they were doing with their commoditized offer at a lower price they were now closing 37 that's 2.3 x all right so more people [11:11] were now buying more okay and so now i look at the difference in appointments closed you have five points closed versus 28 that's the [11:17] result and here's what's even crazier they were closing sixteen percent of the thousand dollar price point but with the new [11:23] offer the grand slam offer they were closing that at four times the price [11:29] four times the price and so this was the end result for that same ten thousand dollars in ad spend went used to get [11:34] them five clients at five thousand dollars a month and there's their five thousand dollars instead now they got 28 [11:41] customers at 4 000 up front with a continuity program that had what i call an implied guarantee which i won't be [11:47] able to get into today but basically any kind of performance offer that you can make is always an implied guarantee and so they would make a hundred and twelve [11:53] thousand dollars simply by changing the offer which is a 22.4x increase in cash [11:59] collected upfront and that doesn't even include the lifetime value on the back end so you guys getting how powerful [12:04] this is the difference between 0.5 and 11.2 they didn't even change the creative they just changed the offer [12:10] they didn't change their funnels they didn't change their nurture sequences they changed any of that stuff they just changed what they were offering to the [12:16] marketplace all right so right now can you think about in your business how if you could change that core thing how different the outcomes could be cool [12:24] does everyone feel good about that in terms of understanding why this is so important and why the goal should to not be a commodity but actually sell in a [12:31] category of one with an offer that's so good that people feel stupid saying no does that make sense that is why this is [12:37] so important because otherwise you're gonna be price compared you're gonna you're gonna have lower conversions you're gonna have lower people show up [12:43] you're gonna be able to only sell at low prices and you're ultimately just gonna be like everybody else and everybody else is broke so don't be like them so [12:50] step number two is make sure that we find the right market all right so um [12:55] this is kind of an interesting concept so i was at a uh and if the picture is blurry it's because my picture's [13:00] actually blurry and i couldn't find a sharp one um so i went to this mastermind [13:05] and in the room the the entire group was doing actually was 600 million in top line revenue so the highest guy was [13:11] doing 250 million smallest guy was doing seven second smallest guy at the time was doing 35 all right [13:18] and everybody else was in between and so i was sitting there and you know i was watching these guys do their [13:23] presentations and i just i was left with this feeling where i was like are these guys making more money i was like i [13:28] couldn't get it like i i was just like i was losing my mind trying to figure this out right and then it dawned on me after i was [13:34] just like going on these blocks i was like they're just going after better markets that's all like that was it like it [13:40] wasn't they were better at sales wasn't there better at marketing it wasn't like they were better at fulfillment i was like i know that we're nailing these [13:45] things because when i was talking to them i didn't feel like they i lacked something it was just because they're going after the right market all right and so [13:53] there you go it's almost like i made this presentation and that was the conclusion right they pick better markets and so what i want to do is [13:58] because this is probably the number one question i get from people who are newer in the entrepreneurial space um and so [14:04] here's the quick answer that i give most people if you're trying to figure out who you're going to serve right in your earlier on in your journey [14:10] the way to pick that person is select the after you can provide the most values period so if you have like two or three people you're trying to decide [14:16] between pick the guy you can provide the most value to that's the game number two the medium answer [14:22] you want to make sure that you pick a single avatar so that you can productize your service and provide that value with low operational drag so let me give you [14:28] an example so if you were to help one chiropractor do something right and [14:33] generate leads or whatever then you would probably it would take you a lot of work to get that first guy going right [14:40] but if you had 100 chiropractors your 100th chiropractor you probably have a lot of that stuff pre-built and pre-made [14:46] right which means the amount of time and effort that it would take you to do that hundredth one is very low and on top of [14:51] that through that hundred iterations you probably get better and better and better and so here's what happens the [14:56] value that you provide actually increases and the cost to you actually decreases which means there's a big [15:02] discrepancy between what that person is now getting and how much it costs you and we call that profit which is the [15:08] point right and so the reason that we niche down when we're picking our markets is so that we can ultimately [15:13] make more money and i don't have this uh example in the presentation but right now if i were to say hey guys i have a [15:19] time management product right and uh if i if i was selling it and you go to barnes and nobles wherever you probably [15:25] find it for 19 bucks right it's just time energy cool now if i were to say hey [15:30] same product but now it's time management for sales people can you all of a sudden imagine that [15:35] product being like a 99 product like oh okay i could imagine that being a 99 product all right [15:42] now let's niche down a little further and say well of the people that could you know make the most money with time [15:47] sales people definitely will will make more money with save time but what about outbound sales people we can make it even more specific and talk about their [15:53] pain points etc and so we now make it an outbound sales rep time management [15:59] course or book right and now this is probably like can you imagine that it's more probably more like a 500 product [16:05] right so you're an outbound sales rep time management for outbound sales reps ah so what if we ditch down even further we [16:11] said um outbound power tools and gardening sales reps [16:17] time management all of a sudden this product goes from 500 to a 2000 product right now here's [16:25] what's crazy about this the product remains virtually unchanged the only thing we did is we defined who [16:32] the avatar was and we got narrower and narrower and narrower and so right now if you're thinking like the goal is that [16:37] that prospect when they read your persuasion they read your copy the goal is not for them for [16:44] for them to understand what you are writing the goal is for them to feel understood and that is the [16:49] goal of great persuasion is that they feel understood that's the point and so the better we [16:55] can articulate their problems and their reality to them the more they will be willing to purchase our product right [17:01] and the more what we want them to feel is this is just for me and that's the goal right and so when [17:06] we're picking that market right let's go back to our presentation this is my live speech answer which is what [17:11] you guys are gonna get so i give you the quick answer which is provide go go pick the guy you can provide the most value to the medium answer is [17:19] zero in on that niche and go really hard on it so that you can eventually productize your service and decrease your operational drag but here's my live [17:25] speech answer all right so right now let's pretend we're in class right and there's a marketing [17:31] professor that's um that's in front of the in front of in front of in front of us right and he says everybody here has [17:36] now been gifted a hot dog stand and you are now forced to be in the hot dog stand business if you had one competitive advantage for your hot dog [17:42] stand what would it be well tell you in this uh and i think this may actually be a real story so i'm not sure and so in [17:48] the classroom all these people started starting shouting out all those things right you know better ingredients all my stuff right and after everyone died down [17:55] he said the secret is that you want to starve and cry [18:00] because when the football game lets out at three o'clock in the afternoon and everyone's starving and drunk [18:06] you want to be the guy on the hot dog stand in the corner and you could have the worst hot dogs that were wildly overpriced and you would still sell out [18:12] because when you have a starving crowd when the supply demand curve is in your favor it's hard to not make money and [18:18] not make lots of it okay and so when we're looking at the market these are the four attributes that i [18:24] look for when i'm looking to pursue a market okay you can write these down number one is i [18:29] want them to not just desire but be in desperate need of the solution that i have all right i don't want people who [18:36] are merely aroused i want people who are ravenous for a solution number two they must have the ability to [18:42] purchase the product that i want at the price that i want to charge number three they must be easy to target [18:49] if i can't target them i can't put my offer in front of them i'll ultimately not be able to reach them and sell and then number four i want to make sure [18:55] that it's growing market all right so let's dive in so one of the sayings that i have in my sales team is the pain is the pitch [19:01] right and like i said earlier the point of good writing is for the reader to understand the point of good persuasion [19:06] is for the prospect to feel understood all right and so the goal here is that we want them to feel [19:12] understood in the copy which is why niching down is so important right it's very difficult to make someone feel unique and singled out if you're talking [19:18] to the masses right which is why it's so amazing that some of these mass market brands that do exist but most of them [19:24] start small and then continue to scale in adjacent markets all right so we want to make sure that they're in desperate [19:30] need number two so a friend of mine had a really good process for improving [19:35] people's resumes so they could get more job interviews like he had a really dialed in process and he looked at these [19:41] four things and he was like well this is i think this will absolutely crush and as you guys might even imagine [19:48] is improving people's resumes so they can get more interviews it actually tanked [19:54] and the reason was the p it was a growing market it was easy to find the unemployed people they [20:00] were in desperate pain but they had no money right and so he had a really hard time charging the amount that he wanted for [20:06] the service that he had right and so we got to make sure that whatever market you're zeroing in on they can afford you [20:12] right and the thing is is there is a market out there that is in desperate need of a solution that you have find [20:17] them right and they will pay you what you're worth life's too short to deal with people who don't appreciate you all right [20:23] so number three this one is very tactical right but if you're trying to sell to you know rich [20:30] doctors and your ads or your offers are only being displayed to nurses it's going to fall on deaf ears no [20:36] matter how good the offer is no matter how good your funnels are no matter how good your sales team is and how great the product is you're just not reaching [20:41] it right and so if your people are not aggregated somewhere in associations groups lists channels etc then just [20:46] don't pick it because at the end of the day like business is hard enough on its own you might as well just make the things have as many tailwinds behind you [20:52] as you possibly can because the thing is it's ultimately our choice right whatever business or marketplace we choose to get into it's our choice so i [20:58] might as well pick one that's going to be easy to work on this is a little bit of a tactical point but this is just through my experience of dealing with [21:04] lots of companies and having owned and scaled lots of companies it's much easier to deal with ones that are easy to target all right [21:10] and so here's the fourth one this probably one of my favorite stories so warren buffett was doing an interview [21:15] and he was talking about uh his best friend at columbia and so this is before he was warren buffett he was just a [21:20] nerdy kid who liked finance at this point right and he said there was a young gentleman who he admired a lot who he thought was [21:27] you know incredibly sharp tremendous work ethic high integrity um and he was somebody that he was proud to [21:33] be associated with and ultimately when they graduated columbia they split they split ways right one person went into [21:39] steel and then he obviously went into his partnership that eventually became a triathlon right and what's interesting [21:44] is he said when he looks back on his life one of the most important lessons that happened is that that individual that [21:50] man that friend of his he said he achieved some material success he said but nothing you know nothing really remarkable and he said that that lesson [21:56] from that man was singular in its importance because what it taught him was it is far more important what boat [22:02] you are in rather than how hard you row it is far more important what vote you are in rather than how hard you row [22:10] and so a lot of you a lot of us as entrepreneurs we pick these huge challenges that and we're just rowing [22:15] and growing and growing and trying to outpace the current that's going in the other direction and so there's an old vc saying uh that's a venture capital [22:22] saying where it's great entrepreneur in bad market market wins [22:28] bad entrepreneur in great market market wins right and so the point is is that the [22:33] market matters more than anything when people actually are investing in businesses they actually look they're like what markets do i want to get [22:39] exposed to because they know that even if we're mediocre and the market quadruples then we will quadruple even if we're average and so we might as well [22:45] have the tailwind and i'll tell you one final story about this so a good friend of mine lloyd um really sharp [22:51] entrepreneur he had a software company and uh it grew and then all of a sudden it started stagnating right and this is [22:56] probably like six or seven years ago and he's and and for six or seven years i saw him really struggle right to grow [23:02] the business and he was uh he was in the newspaper business right and so he was selling an ad product to [23:08] newspapers and one time we're having dinner he's like dude i just don't know what's going on he's like you know my offer is a revshare model like it's they only get [23:14] you know i only get paid if they get if they make money uh you know we've got a great outbound team we got a great sales team like i just i don't know what the [23:20] problem is and i'm looking at him from across the table and i was like you serious he was like yeah i was like dude [23:26] you're selling newspapers they're dying they're losing 25 per year compounding 25 newspapers about a business every [23:33] year and they have for the last eight years and so that's how big the market was that's how much the market was shrinking annually compounded against [23:39] him and this is probably of the four factors the biggest one that we have to look at when we're trying to pick our market is we might as well pick the [23:46] right boat one that has a tide that's behind it with a heavy you know with a good wind going in the right direction because no matter what this is gonna be [23:52] hard we might as well have one that's going in the right direction so those are the four components to picking the right market is that useful for you guys [23:58] in terms of making sure that you're niching down picking people who have have pain [24:03] have purchasing power are easy to find and are growing all right we want a market that is growing there's more of [24:09] them every year right if you're getting into sil you know silver sneakers and retirement homes there are 10 000 people [24:14] retiring a day and there's not nearly 10 000 units of retirement homes available right which means that that's probably [24:20] going to be something that if you're in that space you're going to make a lot of money simply because of supply demand we'd rather have those chips stacked in [24:26] our favor so i want to play a money game and this is not in the book so you guys pay attention to this one this is actually my favorite money games of all [24:31] time okay so let's say that this is your business you can see the stats on the left there and [24:36] hopefully it's clear for you um let's say that you have a business that gets 30 new clients a month let's say your [24:42] churn meaning the percentage of customers that leave every month where active is 33 that means that the average customer stays for three months okay [24:48] let's say the price of your service whatever it is a hundred dollars a month i'm using simple math here okay and so [24:54] that would mean that your total number of clients that you can actively manage is 100 because every time you sign up 30 30 more leave and it's just around and [24:59] around and it maintains at 100. all right well let's see your net margins are 20 [25:04] so that would mean that your revenue is 10 000 dollars a month and your profit is 2 000 all right is everyone with me so far [25:10] everyone good with this okay so let's say we rub we rub a magic water bottle right and this magic [25:16] water bottle is a very specific niche water bottle because this niche water water bottle creates a niched genie okay [25:22] and so the little niche genie comes out of the the the bottle and says i am a business jin you're like oh wow this [25:30] guy's intense right he says i can double one aspect of your business and you must pick which of the three you [25:36] wish me to double right so this is a very niche genie very particular about his about his wish selection but you know we're like hey i'll take a wish if [25:42] i can get one right and so these are the three doors that he offers us okay [25:48] choice number one is that he says i can double the number of new customers that you get every month so that 30 number [25:54] turns to 60 new customers a month so i can do that that's option one option two [26:00] i can double the price of your products or services and everything else stays the same that's option two [26:06] say okay cool option three i can double the number of purchases per [26:11] customer which means that people go from staying for three months to staying for six months okay so our turn gets cut in [26:17] half which of the wishes would you wish for from our business genie fyi no [26:23] matter what you're going to make more money because we got a business genius we kind of lucked out there right so if you were to double the number of new [26:29] customers what would happen is everything would double so you'd go from 10 10 uh 10 000 a month to 20 a month [26:34] your profit would go and your you know margin stays the same twenty percent so now you go from two thousand dollars a month to four thousand dollars a month [26:40] in profit right twenty percent twenty thousand is four grand from twenty percent of ten thousand which is two [26:45] grand all right so two grand goes to four grand you've now doubled your profit that was door number [26:50] one door number three if you double the number of purchases you actually make a little bit more than [26:57] twice the profit and here's why if you now are acquiring the same number of customers right but they're staying [27:04] twice as long right on your on your recurring basis but the margin stays the same [27:10] the difference is that the the cost of acquisition that you are now saving and not you'll get the same top-line revenue [27:16] as as version one because that customer is now worth twice as much to you [27:21] but you only have to spend this this amount of amount of money that it costs you to acquire that same 30. right so now you're you're [27:28] still spending the same amount you're still acquiring 30 customers but now they're worth twice as much right and so by doing that you actually make a little [27:34] bit more than twice the profit door one is the quote worst door the second runner-up or the first [27:40] runner-up rather is doubling the number of purchases or decreasing turn in half and as you can [27:45] imagine the best choice was choice two which is doubling the price of your product or service and here's why this [27:51] is so crazy so i'm gonna walk you through this i'm gonna use my hands all right so if we were at ten thousand dollars a [27:59] month with a 20 margin that means we're making two thousand now all of a sudden we doubled our price [28:05] now we're at twenty thousand dollars a month but we changed nothing about what we were selling and providing [28:11] which means that additional ten thousand dollars a month is pure profit [28:16] which means we took our our profit from two thousand dollars a month to twelve thousand dollars a month [28:21] which means we six x our income six x people talk about making 20 increases [28:28] this is a 600 increase that my friends is the power of price which i wanted to [28:35] use that story to introduce the pricing section which is why it's called charge what it's worth and right now many of [28:41] you are under charging and ultimately under providing value because you are not charging the right amount of money [28:46] all right so i'm going to give you a few frameworks that have served me well here so this one is called the price to value discrepancy the goal of any business is [28:53] to have a price right what means it charge you [28:59] uh you know a dollar for something i want you to get ten dollars worth of value right which is why you want to [29:05] continue to do business because every time you give me a dollar if you get ten dollars of perceived value back you're going to want to do that trade as much [29:10] you know as many times as you possibly can right right so many of you would probably pay more than you currently do for your netflix subscription you might [29:16] pay 20 a month if they raised it and be okay with it they might pay 30 a month but the amount of access they leave [29:22] there is the customer surplus all right so you can see there there's the value and the price and we always want to make [29:27] sure that the price is below the value here's what happens with most businesses though most businesses charge their uh [29:34] their price is actually above their value which is why they never get repeat customers because their product is right if you charge at your value [29:41] someone will purchase they won't be negative they won't be positive they'll be moved right and so there's two real [29:46] options here we can either increase that discrepancy by lowering our price so let's say our value is fixed right if we [29:52] lower our price we have a discrepancy right the other option is to raise our value right and i can tell you one of those is [29:59] going to make you a lot more money all right and i'm sure you already know which one it is which is increasing your value all right so [30:06] this is what most people do and why you should charge so much that it hurts most business owners are not competing [30:11] on price or value in fact they're not actually competing on anything at all their pricing process typically looks something like this and this may be some [30:17] of your guys uh process you look at the marketplace you see without what everyone else is offering you take the [30:23] average you go slightly below to remain competitive provide what the competition's offering with a little bit [30:29] more and then end up with a value proposition of a little more for a little less it's a losing proposition [30:35] you're not going to win that way and so what i want to do is introduce you to a very different framework to think through this all right and this is [30:41] called the virtuous versus vicious cycle of price all right so [30:46] this is what happens when you raise your prices all right so if you have any type of business where someone is required to [30:54] do something right like onyx business right you guys are required to do something uh in order to succeed right [30:59] we have to work now if we raise our prices this is what happens [31:04] if you raise your price you increase the emotional investment of the person if you pay ten thousand dollars for a book [31:12] versus a dollar for a book what do you think the likelihood is that you're going to read and finish the book if you pay 10 000 for very high so same book [31:19] because we increased the price we increased the likely the person actually does it which if we're saying that we're trying to help people then it is [31:26] ethically our prerogative to get them as emotionally invested as possible which means we should use one [31:32] of the tools we have in our availability which is price the second is that if you buy a ten thousand dollar book versus a one dollar [31:38] book what is your perceived value you will probably believe that the value is going to be far superior even if you [31:44] change nothing i'll give you a quick story on this so right now uh they did a uh they did a [31:49] research study with this where they had um tasters drink wine all right and so they [31:54] gave them three wines they had a cheap wine a mid-tier wine and a high tier wine and they told them the price and everything [32:00] um on the bottles and they had them try them and they had them rank them right and they could see the prices and so unsurprisingly they rank the best [32:07] one the best the middle one the middle and the cheapest one the the worst right but here was what's crazy [32:14] all three bottles had the exact same one so in a very real way [32:19] price confers value to the product or service that you provide the reason the louis vuitton perch purse [32:26] means more to you is partially because it is so expensive because it costs us so much time and [32:33] effort to save the money to make the purchase it partially gets it it imprints that value onto the product so [32:40] why not use that to our advantage and especially if we're going to make a lot more money doing it the third piece is that if someone's [32:46] more emotionally invested and they perceive it as more valuable they're going to get better results if the price is higher right [32:52] the demandingness of the customer and some of you guys will probably know this have you guys noticed that your cheapest customers are the worst people and the [32:58] ones who pay you the most are the easiest to deal with right so when you raise your price you get [33:03] more of the good people and fewer of the bad people right hey 50 a month you should be on call for me 24 hours a day [33:09] you're like i don't know if i like you more than my wife and then finally and this is one of the key [33:14] points that drives me uh drives the decision home for me is that the revenue for fulfillment per customer so if you [33:21] triple you know the profit that you make on a sale then you have three times the amount of resources compared to your [33:26] competitor to provide the value that you promised and ultimately in doing that you actually provide a better product and so [33:32] that is why this is called a virtuous cycle because the more you increase price the more you increase their emotional investment the more you [33:38] increase their perceived value of the product that you're giving the better results they get the less demanding they are which is the less operational drag [33:44] you have to deal with and ultimately the better product that you'll be able to fill because you can keep your promises because you have profit left over all [33:51] right and since people care less they they value it less [33:58] they get worse results they're more demanding and you have even less resources left over to hire amazing people to give an amazing experience [34:04] because there's so little profit left over right that would be a vicious cycle and then for you as the business owner so that was just from the client's [34:10] perspective but for you as a business owner if you increase your price you increase your profit [34:16] if you increase your price you increase your perceived value of self because who here would rather sell a hundred thousand dollar thing than a ten [34:22] thousand it's a ten dollar thing right your own perceived value of what i am worth because of the value i know i [34:28] can provide goes up all right and your perception of impact because i'll be honest with you like this can get hard [34:35] but if you're not reminded constantly on a daily basis of the good you are doing the impact you're making the customers that you have that are seeing amazing [34:41] results and success from whatever experience or transformation you provide if you don't have that you're going to be lost eventually [34:47] you're going to burn out but if you do have that because you raised your price and you had profit to give and reinvest in the business and create amazing [34:52] experiences then you'll feel better about it right your service level will go up and then finally and this is a key one [35:00] if you have a sales team or if you're the sales team because of the emotional investment perceived value results uh [35:05] and and the amount of extra profit you left over for the experience that you want to build you will be convicted that [35:10] you can fulfill the promises that you make and the number one thing that converts prospects into customers is [35:17] their belief that you will actually be able to help them and that belief starts with you because at the end of the day [35:22] sales is a transfer of conviction from you to them through a bridge of trust right that is the point that is how it [35:28] works and so if you don't have the conviction to start with even if you have the trust you'll never be able to [35:33] transfer it because you don't actually have the conviction yourself and so when we think in this way we realize that [35:39] raising our prices having increased profits is not only a good thing to do wise but also the ethical thing to do if [35:46] you want to provide your customers with the true result that you promise them all right and so the goal here which i wrote here on the right is to be so much [35:52] higher that a consumer thinks to themselves this is so much more expensive there must be something entirely different going on here and it [35:58] forces them to pull you out of that commoditized category into a category one so they consider you on your own and [36:04] your own merits of the offer itself and then make a values-based decision you guys digging this is this cool [36:10] interesting sweet okay that was framework number three which is charging what it's worth i'm doing okay on time [36:17] so i'll we're going in the into the fourth fourth fourth quarter okay which is the value equation and this is the [36:22] concept that this book is really um centered around all right which is this value equation so i'll tell you a quick [36:28] story so um i i did this uh i did this presentation [36:33] um this was a two-day event that we held and this is actually a fulfillment event this is not a sales event um for for my [36:39] company and so every single picture every single head that you see in this in this room paid 42 000 to be there [36:47] and if you're keeping track from home and you're trying to count 42 000 start at the bottom and uh go to the left [36:53] um there's 700 people all right it's a very big room it's very deep and um i remember the morning after i [36:59] felt kind of hung over because i'd been speaking for two straight days and my dad called me up and he sounded [37:05] really concerned so i like rolled out of bed and i was like hold on i like put a hoodie and start walking the hallway he was like hey i thought i thought that [37:11] event that you had was only for your highest level kites and i was like yeah it was he's like no i mean the 42 000 [37:17] people and i was like yeah it was he was like you had [37:23] so many people there how could how could you have them all pay 42 000 to be there he's like do they do they know you're [37:30] charging them that much money this is my dad right and i was like yeah they're aware that i'm charging i'm [37:36] not magically siphoning money from their bank accounts like they're aware he's like i mean i hope what you're [37:41] selling is worth it it's my father my own father sells me this right and so you know as much as that might [37:47] have stung in the moment right um i realized that it was just a lack of understanding he didn't get how value [37:53] worked and so i said well let me walk you through an example i said if right now because he he is a [37:59] small business and i said hey if if i were able to increase your top line revenue by 239 000 a year [38:06] would you pay me 42 grand he's like well it depends he said what would i have to do [38:13] and i was like well uh you'd have to work 15 hours a week more to to do the system he was like [38:19] okay he said how do i how like like do i know is it guaranteed like how do i know [38:24] that that's what i'm gonna get and i was like that's just the average which means half of people do better than if you think you're above average then you do [38:30] more than that he's like okay um and how long would it take for me to for [38:36] me to get that result and i was like 11 months on average and he was like so it would take me 11 [38:43] months that's the um [38:48] and i was like yeah he's like yeah then i would pay 42 000 a year for that and i was like exactly and that's why they do [38:55] too and so ultimately that is a premium price experience that i have lived through all right so that's 700 people [39:01] at our highest level in our gym word business which is a licensing business we paid that as 28 million a year just from the highest level okay [39:08] and the reason that that is important is that you can absolutely charge a very large amount of money if [39:15] you can provide value for an access of that who here would pay you know forty thousand dollars to make an extra two [39:20] hundred and forty thousand dollars on average would you guys do that if those are the terms yes and that is why these people do too and so if you want to [39:27] raise your prices you must ultimately raise your value and the reason i part of the reason i wrote this book was [39:32] because i hear the term value thrown around in the entrepreneurial community all day long provide value give value [39:39] blah blah blah right but no one actually defines what the term means so this is my best effort at [39:44] defining it so there's four variables to the value equation all right and so it's a fraction you've got a numerator and a [39:50] denominator you guys can remember from grade school all right the numerators the top denominators the bottom all right and so if you're trying to make a [39:55] bigger value or bigger number here the goal is to maximize the top and minimize the bottom right right so let's go [40:01] through the first one the first one here is oops there we go dream outcome all right so the dream outcome is simply to [40:09] demonstrate that the person must desperately desire what it is you are selling sometimes you guys are selling [40:15] things that no one actually wants which is why no one buys the dream outcome doesn't even match right you're trying [40:20] to sell you know automation to doctors or something like they don't care whatever right you don't actually want to be selling [40:25] ice to eskimos because they're like i got plenty of ice and i don't value it right so as much as that saying is cute it's also not very business that right [40:31] and so dream outcome is uh is number one and so the reason that this is so important is that if let's say for men [40:38] for example most men get more status from having money than being you know [40:43] thin right and so if i were to survey guys would you rather be a millionaire would you rather be thin most guys would [40:49] choose millionaire right right and so that means that as a category overall [40:55] men will value money more than their appearances which is why you know you see [41:00] i won't even get into this more than that but hopefully you should understand that which is why the entire category of making making people make more money [41:06] return on investment et cetera has higher price tags in general okay and that is what differentiates so [41:11] if you have two different things one is helps guys make more money and the other one helps them lose weight the one that helps guys make more money in general [41:17] will be priced higher now what happens if you have two products that are in the same category and one [41:22] sells for fifty thousand and one sells for five dollars well the reason that you have the other uh that you have that price discrepancy due to two things in [41:28] the same dream outcome is the other three variables right how come liposuction is fifty thousand dollars and a weight loss ebook is five bucks [41:35] even though the dream outcome of weight loss is the same right right so that brings us to the second part of this [41:40] equation all right which is perceive likelihood of achievement if i'm buying a five dollar e-book what do i really [41:46] think my perceived likelihood is that i'm actually going to lose weight and look amazingly the guy in the company for five bucks for an e-book probably [41:52] pretty low i might even not even read it right i might even have you check my email right now on the flip side if i [41:57] pay 50 000 for liposuction what's the likelihood that i think it's actually gonna happen really freaking high right [42:03] so let me give you a different version to illustrate this concept of how increasing the perceived likelihood of [42:08] achievement actually increases the value you can charge all right this is the front end so let's say in that liposuction example you've got two [42:14] doctors you can pick from you got a doctor who's fresh out of medical school he's never cut into a person you're gonna be his first patient [42:20] and then the second doctor has done this procedure specifically for you ten thousand times for people just like you [42:26] which guy are you gonna pick doctor two with ten thousand successful [42:32] surgeries or doctor one with zero this guy not only that you would probably be way more willing to pay way [42:38] more money for this guy even though the actual surgery dream outcome time under the knife would remain the same and that [42:45] is because you we confer value based on our perception of the likelihood that the person is going to provide us the [42:51] service that we have i had a different price point for my business when i had 100 testimonials versus 2 000. because [42:58] that was the that was so very by the way if any of you guys ever have to raise your prices did you get better and better over time you said that was the [43:03] 100 testimonial price because there was lower perceived likelihood of achievement now i've got 2 000. you know it's going to work the goal of the top [43:09] is to increase it now most starter marketers only focus on the top half of the equation but when you look at the [43:14] biggest businesses in the world they actually put all their attention on the bottom half which is actually where the competitive moat from operations [43:21] occurs okay so the third variable here is time delay which is how long between [43:27] when i purchase and when i get so if i were to click a button on the internet for a weight loss product and all of a sudden i pulled my shirt up and i had a [43:33] six pack imagine how infinitely valuable that product would be and to give a different twist on the example imagine i [43:39] had a marketing agency and i signed someone up and most are competing against saying oh it's going [43:44] to take easier you're going to do all these things whereas the one that i just signed up for the agency that i [43:50] created as soon as i sign the paper my phone rings the qualified appointment and say hey i just saw your ad [43:55] imagine the difference in value the difference there even though that might have happened 60 days later in the [44:01] second example is time delay fast beats free the easiest way to provide value in any marketplace is look [44:07] what everyone else is doing and do it in half the time all right so that is an element and the third component of value the goal is to [44:13] decrease it and then finally we have effort and sacrifice right and [44:20] effort and sacrifice are two sides at the same point effort is things that you must now start doing that you do not [44:25] want to do that you must do as a result of a purchase sacrifice are things that you now must [44:30] stop doing that you like doing that you can no longer do as a result of a purchase so for example [44:36] i'll use weight loss because we've been keeping it consistent um if if i have to start waking up earlier in the morning [44:43] then that is effort if i have to endure being sore that is effort if i have to [44:49] give up drinks with the girls on saturdays and margarita mondays then those are sacrifices right and so most [44:55] and i like putting both of those in there because when you're writing copy it's good to think about both sides because you have to give up sleeping in [45:02] but you have to start waking up early right so it just gives you two sides to think about it from a messaging [45:07] perspective and so when we're creating a product the ultimately valuable product would be a product that [45:12] i didn't have to do anything for that the moment i clicked purchase i knew it was going to work and it happened [45:18] immediately and so think about the difference between let's say meditation right meditation is the dream outcome is to [45:24] feel relaxed right perceive likely of achievement meh time delay might take us months of meditation actually get that [45:30] kind of subjective well-being boost right and then the effort and sacrifice is i'm gonna have to sit cross-legged my legs go numb i have to feel like an [45:37] idiot because i'm not staying focused um i have to do this for 30 minutes every single day to eventually yield the [45:42] results which is why you know there's not a lot of huge meditation distances right [45:47] flip side what if i gave you a pill called xanax [45:52] you feel chill your perceived likelihood is 100 the time delay is 15 minutes the effort [45:58] sacrifices you swallow some water and that is why you have a multi-billion dollar product [46:03] these are just the rules of value all right and they don't care about who you are or what you sell [46:08] these values sorry these pillars to create value can apply so if you can think about your own business and the offers you have how can i increase the [46:14] dream outcome how can i increase the perceived likelihood of achievement how can i decrease the time delay for my prospects and decrease what they have to [46:20] do in order to be successful does that make sense is that cool is that a cool process for envisioning [46:26] value you can apply that framework because once you see it you really can't unsee it um and that's how i think [46:32] through any of the products that we're ultimately going to sell on any of the companies that we own all right and so five six seven eight nine so scarcity [46:39] how to build that into your offers urgency scarcity is a function of units urgency is a function of time people [46:45] usually lock them together but they are different bonuses are one of the things you're going to offer in excess of your of your [46:51] core offer what are the guarantees we're going to offer to reverse the risk there's four you have unconditional [46:56] conditional implied and anti-guarantees all right there's lots of stuff that i wish i could talk to you more about in terms of creating offer um and so what i [47:03] want to do is give you guys something cool all right at acquisition.com i have this entire course outlined this book is [47:08] 99 cents you don't have to opt in for it so i'm not trying to build my list or anything like that i just want you guys to have this stuff so you can just win [47:15] them i just want more people to win all right so if you if you want a deep dive on each of these it comes with uh [47:20] checklists and swipe files and downloads it's all free you don't have to give me anything um and then if you like the [47:26] digital version uh the kindle's 99 cents so hopefully anywhere you are in the world um no matter what the economic [47:31] climate is you can scrounge up 99 cents uh to get the you know to get all the stuff all right so um it's all free my [47:38] gift to you like i said books there and if you like any of this type of stuff i have a youtube channel you can follow me on um and i have an instagram all right [47:45] so if you if you like this type of stuff um i hope you do and uh as a side note if you are a company that's an e-learning [47:50] or brick-and-mortar chain looking to scale we invest in companies that are at one to ten ish million that are trying to get to 10 to 50 million and beyond so [47:57] that's kind of what we do so appreciate you guys thank you uh for your attention i hope you feel like you got a good return on it and have at least a few [48:04] frameworks that you can apply to increase the effectiveness of your offers and ultimately get more people to [48:09] opt in more people to convert by percentage at higher prices and ultimately provide far more value than anyone else in your [48:15] marketplace

===FILE=== FMzKk73iUhw - How To Get Customers So Fast It Feels ILLEGAL.txt
https://youtu.be/FMzKk73iUhw
How To Get Customers So Fast It Feels ILLEGAL

[0:00] want to hear something insane every 6 seconds acquisition. comom portfolio companies get a new lead so I'm going to [0:07] teach you how to get new customers so fast it feels illegal and as I've done this we've gotten three leads one at the first second one at the 6C one at the 12 [0:15] seconds and right now we just got another lead and so the first way to do this every business wants more leads but [0:22] none of them want to give good stuff away for free and so my favorite marketing strategy for getting tons of [0:30] leads is step one look at what other people are charging for step two look at the Hard costs of what it would cost for [0:38] you to deliver it step three give that thing away for free step four see how many leads you get step five see how [0:47] many you convert so this is the idea is that you can give something significantly better away for free than everyone else does ideally something [0:55] that other people actually charge for and when if you really want to be a Savage about it which why wouldn't you want to be a Savage about it you make it [1:03] even better than what they have now number two these kind of bets are hard for an employee to make because if you [1:11] are somebody who's a an awesome marketer or that's your your primary skills you're good at promotion you're good at advertising then I have made this [1:20] mistake before and I've gotten too far away all right so this is where everyone's working everyone's doing this I don't know why it's a hashtag but this is what work looks like and this is me [1:29] over here not doing the work what happens is this distance basically dilutes down my marketing skills and I [1:37] end up basically having a department of people that are using their best skill set rather than mine and so the business [1:45] loses the biggest asset it has which is me or you and so like Mr Beast is still [1:52] involved in the creation of his videos Steve Jobs still approved every final ad that went out for Apple so Legend says [1:59] and so I think that the traditional setup is for the most part made by corporates who aren't Founders who [2:07] aren't driving output they're just like meeting quarterly earnings they're they're not really changing the world [2:13] and so I have put my my big kind of words on [2:22] this fewer better and what that means is that you're going to have to back up your investment and talent [2:30] with finances and so what I mean by that is if you were to build an department and say okay I need to hire a few people [2:39] for $775,000 a year okay just use it as simple math well those may be a players [2:46] b players C players who knows but an a player may be able to do quite literally [2:53] five times 10 times the output 25 times the output of a b player and and so marketing is one of these roles that has [3:01] tremendous leverage and so in thinking about this I think I've changed the way that I see building marketing departments [3:09] phenomenally which is most similar role in a business that I can think of that we have in the portfolio is actually a [3:16] developer so hear me out developers typically have technical career paths which means that you can be a level one level two level three level four level [3:24] five all the way up and as they go up they make more money and the reason for that is because one amazing developer can make something that millions of [3:32] people see so one of the old Legends of Google is that there was a particularly amazing coder they had bought some old version of Google Maps as an acquisition [3:41] they kept trying to deal with the code and then one really high leverage coder remade the entire product over a weekend [3:48] and then that is ultimately what became the codebase that we still use today as Google Maps and so one man made that [3:55] that's how much skill he was able to bring to the table now here's where it makes sense from a business perspective that one guy maybe you have [4:04] to pay him 10 times more than a traditional coder but if that guy can make a million times the output of one [4:12] guy then it's still an amazing deal and so the thing is that there is outsized Returns on Talent at the top end and [4:19] there's a reason that the biggest technology companies the biggest companies in the world are in a war for talent I was thinking about this as it [4:27] relates to marketing because in many of the the businesses that I've started marketing has been traditionally underst staffed or overstaffed rarely [4:35] appropriately staffed it's understaffed when it's really just me and like a couple people and when we do that it's because I have a ton of skills in [4:44] marketing and so we can get away with very few people on the flip side when I get too far away I usually bring someone in and they just bring a lot of bodies [4:52] but what ends up happening is that the output goes down a lot and so at gym launch there was a period of time where we had 17 people in marketing and once I [5:00] 5 minutes got rid of the leader I moved in and I took the team from 17 to five and then output tripled and so I say this because [5:08] the people who have skills are the ones that are moving the needle and so if I have three guys for $100M Leads: How To Get Strangers To Want To Buy Your Stuff (Hardcover) acquisition.com [5:16] 75k and they create 3x output one of the really interesting things about knowledge work specifically marketing [5:24] coding is one of these is that the difference between the best guy and the worst guy in marketing isn't like the best guy who can cut a [5:33] lawn and the worst guy who can cut a lawn the worst guy who can cut a lawn maybe it takes him an entire day and the best guy maybe takes him you know a third of a day because he's sprinting [5:41] the whole time so maybe you get a 3X increase because somebody is better and so you'd be limited by how much you'd be able to pay someone more for that [5:50] quality and that speed whereas with somebody in marketing somebody who's a zero marketer versus a [5:57] 10 marketer the 10 marketer might literally be able to do a 100 million times more of the output because one guy with skill and an iPhone can get 100 [6:06] million view video and that kind of Leverage is why it pays to pay better and so this is something that I've been [6:13] obsessed with uh of late and I'm trying to relay this to each of the portfolio Founders in making sure that we're keeping the marketing divisions tight so [6:22] that we have the highest leverag people in the highest leverag positions with incentivized performance so that we [6:30] access their discretionary effort to maximize their skill sets the most important thing that you can take away from this is that the best advertisers [6:39] don't need many people and if you have no one who's in your quote marketing department that means you and it's a [6:47] game that you have to learn there are a few things that every founder has to learn at a basic level you have to know the core business you have to know how to get customers you have to know how to [6:55] deliver customers just about everything else you can Outsource but those two things are core to every business and so if you don't know how to get new [7:02] customers you need to fix that so the next big one that can get you more outsize customers than anything else is [7:09] answering a specific question which I ask as a great thought exercise with our [7:13] team is what would it [7:20] take to be number one and another way of asking this [7:27] question is what what else would have to be true for us to be number one in our market and so when we actually [7:35] hypothesize about this we think okay what would it look like for us to be number one what else would have to be true what else would have to have occurred what's interesting about this [7:43] question is that it circumvents the traditional incremental thinking meaning instead of saying okay we're just going to do 10% more we're going to do 10% [7:51] better we're going to do 20% better when you start with the end in mind from a what would it take for us to be number one we assume the goal outcome and the [8:00] 8 minutes crazy thing about this question is that you might be 1/ 100th the size of the number one player in the market but it assumes what it would take to be a 100 [8:08] times bigger and then it gets reverse engineered into the present and so what happens often times when I ask this question is they usually State one or [8:17] two key big things that would have to happen for the business to be number one and then I ask what would it cost for us [8:25] to do that do we have the resources in order to make that happen and more times than not we actually have the resources to make that happen then the next actual [8:34] question is then why are we not putting every one of the resources we have right now towards making that come true rather than just continuing on the path that [8:43] we're on and so this is an order of magnitude increase in terms of business growth and ultimately what generates the most leads and customers and so when I [8:52] ask myself this question years ago it was what would it take for me to be the number one business Channel right what [9:00] 9 minutes would it take for that to happen the question beyond that was what would it take for us to be able to have one of the best investment firms in the world and I was like well I would have to have [9:08] many many many more years of experience it's like I don't know if I can do that I can't make time happen faster so then I followed with okay so for me to be the [9:15] best investor then what I would want is the most deal flow so what are the different ways of creating deal flow one of them is you can just go to broker networks so you go to investment bankers [9:24] you get them to send you deals and then you bid on those deals but if I want to be the best investor in the world then I need deals that only come to me and so I [9:32] was like okay well thankfully I'm pretty good at marketing and so I was like why don't I like what would what would have to be true for me to get lots of inbound [9:39] deal flow I was like okay well probably building a massive brand around business and so then the the question was how do [9:46] I build the number one brand business online and so it's the series of questions that I asked and then it was okay well I should probably start making [9:55] content around this and I should probably write a book or something that would do really well that is in the business space that business owners [10:03] would read and then think wow this guy knows what he's talking about and so by doing those things by publishing the books by making the content consistently [10:11] and the moment I realized that that was what it would take I basically put all of my resources towards doing that despite the fact that in the moment it basically meant nothing it meant that I [10:19] had to go write a book it meant that I had to start making content but I did all of those things because I thought for me to be number one I need to have proprietary deal flow for me to have [10:27] proprietary deal flow I need to have a big big business brand for me to have a big business brand I need to make more content that's better than everybody else and so that's what I'll start doing now and that's where I'll allocate my [10:36] resources even though I could have done a lot of different things that was the one that I felt at the time would give me the most leverage and so far it has worked out but asking that type of [10:44] question you don't get to that type of solution unless you ask the what would it take to be number one and then sometimes the answer surprise you [10:51] because you do have the resources to do it you just haven't yet and the reason this question is so powerful is actually from Step schwarzman so in in his book [10:59] or his autobiography I think it's what it takes I think it's what it's called he has this really amazing uh opening couple of chapters and he talks about [11:07] this idea of thinking big and he says building a really big business is hard building a small business is hard so [11:14] basically it's just about as hard to do anything because hard is a constant so you might as well go after something really big with the equivalent amounts [11:22] of hardness now we can get into difficulty levels or whatever but basically the upside of the incremental [11:29] inre in hardness is outsized and so if you want to build a really successful restaurant it's going to take you a really long time if the [11:37] man it's lots of people and and it's it's a tough business and if you want to build one of the top software companies in the world it's also going to take a [11:44] long time and be really hard but one of those could get you into the many billions and one of them will probably cap at a million dollars or $2 million a [11:51] year and so in thinking about that both of them require the same internal resources from you but very different external resources and so it's like you [11:59] might as well solve for the biggest thing and this is about resourcefulness not resources if we wanted to be number one in the market part of having propri [12:07] to De flow comes with two big advantages and this works the same if you're selling customers the same idea selling a vacuum but there's there's two [12:15] different ways that you can sell in a vacuum and the reason selling a vacuum is so important is because when you sell in a vacuum you no longer have to compete on price or in my instance terms [12:23] and so the first is you sell where no one else is selling so that's you find the little Pond where there are no other [12:30] fishermen and then you fish there and you get all the fish you want the second way is to sell something that no one [12:37] else sells and so one is a where thing and the other is a what thing so either you create something [12:46] unique that you have some sort of feature or service that no one else can do because you have some sort of technological advantage fundamentally this is what Elon does in every one of [12:53] his businesses he's happy to go where it's super competitive but he just sells something that no one else can sell and then he can command a premium price for [13:00] 13 minutes it the alternative is to be good at providing value at scale to people so you get inbound demand and then at that [13:09] point they're not choosing between you and six other people they're saying I'm either working with you or I'm not doing it all right this next one is huge which [13:17] is pre is greater than post or uh an ounce of pre is worth a pound of post [13:24] all right so as I've advertised in many different ways and many different channels for different Industries I have [13:31] seen this consistently be reinforced for me what happens for most people is they forget to advertise and then they try and play catchup and they hop in front [13:40] of the camera they sit in front of the computer and they start typing things out and then they hit post they hit submit they run the ad they they post content this then gets propagated as the [13:49] process and so they hire more people and then they more or less do the same thing and then when the stuff sucks they say we'll fix it in post but the problem is [13:58] is that post has very low leverage and very high cost whereas pre has incredibly High leverage and very low [14:05] cost but it just takes more mental work so let me break this down an idea for a video for example has tremendous [14:12] leverage more leverage than just about everything else if there is a video concept that more people would click and [14:20] watch to see that idea itself even poorly executed will get an order of magnitude greater amounts of people to [14:28] watch the content or watch the ad than otherwise and so putting more time into pre is the highest leverage activity [14:36] that you can do and so more of my time now when I make ads for example for school I will spend on the [14:45] pre-production that will be looking at past ads that performed well looking at the hooks that continue to to do well making sure that we have some props and [14:53] things like that that we can use as visual aids and then when we actually do the recording it's very short and the the post- production because all of the [15:00] 15 minutes work is already in the video there's very little that must be done afterwards and so what happens is the rate of progress and output increases to use a a [15:10] big word tremendously and so the only reason for post- production especially in education [15:18] is to enhance comprehension meaning to make it easier for people to get what the video is about and this is different [15:27] than an entertainment where a lot of the emphasis on post but for the vast majority of businesses their advertising [15:34] and marketing comes down to educating the customer or potential customer and if education is the type of advertising [15:41] you do which is what most businesses do then you need to put more into do people find this interesting can I make it [15:49] simple rather than I'm just going to hit record and see what happens yeah and the thing that shifted my perspective on This was um I think it's called calculus [15:57] Walla but it's this Indian Channel where there's a guy who's like 20 million subscribers and he teaches like physics Walla and like calculus and [16:05] these different classes and his videos get like 10 20 million views just like crazy crazy numbers and it's just a dude [16:12] in a whiteboard and when I saw that I was like I am I am missing the boat here like I am doing it all wrong and so we [16:20] have consistently stripped back more and more of this postproduction put more and more of it into pre so this video for example like I have notes rather than [16:29] than uh just kind of like winging it and then having the team just like cut everything that was not as good out right instead it's like okay let me be [16:36] more purposeful about the points that I want to hit make sure that they actually make sense in sequence so that afterwards they don't have to reorder the video and then cut out this thing [16:44] and then say hey could you resay this part it was unclear it's like I have examples I have clear language that I've already thought about ahead of time so [16:51] that I can ultimately make a better video for you and also an easier video for my team to be able to produce so that we can make more faster adding [17:00] 17 minutes razzled Dazzle and whizbangs is not going to make a video more educational so this next one is a really high [17:06] leverage concept which I overheard this for the first time from a marketer named Perry Belcher and it was I don't think you even use this term but need to [17:15] believes all right and so need to believes are basically like you want the Fest amount of need to believes for a [17:23] customer to make a purchasing decision and so I'll give you a bad example of a business that I had then I'll give you a good example so with Prestige Labs one of the [17:32] difficulties that I had was that I had to convince someone of two things I had to convince gym owners that they should sell supplements not all gym owners want to sell supplements some gym owners are [17:40] against supplements but I had to convince them that selling supplements was not a bad thing then I had a second thing that I had to convince them of which is that Prestige Labs was a suppl [17:49] company that they should use and so I had two need to beliefs and so it made it a very difficult sale uh to get someone because it was just too much basically education in Too Short a [17:58] period of time now over the Long Haul could you do something like that yes knowing what I know now I'd probably have a multi-layered campaign one that [18:05] basically gets the first big decision and then a second kind of campaign later for warmer audience kind of like middle of funnel that would then convert people [18:12] into specifically Prestige Labs uh Affiliates or sellers retailers but that's a lot of work and you're definitely not going to make sales [18:19] quickly an alternative to that is that if you look at most of the uh like real estate investment space right so anybody [18:28] who who has funds who who invest in real estate who flip real estate who help people flip real estate find their first properties whatever there's this need to [18:36] believe that doesn't really exist that real estate helps people make money most people generally agree that real estate is an asset class many people have made [18:44] money in real estate and so there's just not a lot that has to be believed for someone to say okay well you are good at real estate I will buy your thing to [18:52] help me could get at real estate and by buying it it means either I I I give money to your fund and then you do it on my behalf or you you you help me Source [19:00] 19 minutes deals or whatever it is right and when we think about like the ultimate business opportunity of all time which I think is Amazon Amazon itself fundamentally had [19:09] the proposition to anybody who wanted to sell anything all you have to do is upload your product onto our site and [19:16] you can make money there's almost no like you don't need to know how to Market you don't need to know how to sell you don't need to handle customer [19:24] service or customer support they took away every conceivable reason for someone that they would have to believe in order to be successful they were like [19:32] you just need to follow this tutorial and then just upload your product like that's it and so as a result Amazon has [19:39] made a tremendous amount of money and so the only real need to believe is that someone else might buy my product on Amazon and so people believe that and [19:48] then they buy so it's like they barely even have a need to believe it's like a half belie right and so when I think about products and offers I think what $100M Offers: How To Make Offers So Good People Feel Stupid Saying No (Hardcover) acquisition.com [19:57] must a customer believe in in order to make this purchase and do I have multiple humps or Hills that I have to get over and ideally I want to [20:05] reposition or repackage the product and offer in such a way that there's either no beliefs they have to believe or only one and so if you're struggling to get [20:13] more customers and you want to get crazy amounts of customers quickly you want to limit the amount of things that they need to learn or need to believe in order to buy and the reason that giving [20:22] away tons of free stuff like I mentioned at the very beginning is powerful is that it will basically move more people from H someone who needs more [20:30] information to someone who needs less information and so fundamentally this is what branding is on a large scale is that you're educating a large percentage of the audience and conquering some of [20:38] the need to believes before they make the purchase if you try to go Cradle to grave in one move you will usually sell a smaller percentage of the marketplace unless you have figured out how to make [20:46] that 6inch putt a 6-inch putt for everyone like Amazon has same thing with Uber it's like would you have to believe in order to make money on Uber you just [20:55] have to be able to download an app you know upload your drivers license not have DUIs or whatever the requirements are and you have to have a car and so as long as you believe that when your phone [21:03] dings you will get paid it's not it's not a huge hill that you have to get over in order to make money this next [21:10] one is nasty so I am a big fan of split testing right and you've probably seen it with my thumbnails on you know these [21:18] YouTube videos um because fundamentally why would you not want to get more for what you put in you take all this time to to to put together some notes think about examples you know make sure that [21:27] it's easy to understand you know put together a thumbnail it's like why would we not just like test the thumbnail image when we could have two things and [21:34] one of the thumbnails could like 3x the views on the video like that's a high leverage activity and So within the business that you have in terms of [21:42] getting more customers I am all about thinking in terms of orders of magnitude but when you can get 10 20 30% boost and [21:50] you can do it in three or four parts of the funnel you can double or triple the amount that you're getting from what you're already doing and when that happens your profit will increase [21:57] disproportionately to your Revenue so if you double revenue and you keep your cost the same you could very well three or fourx profit because that additional [22:05] Revenue might not have nearly the cost of the first set of Revenue that you had to incur with your fixed costs I want to rank for you the most important split [22:13] tests that I do with a business the first is going to be offers all right that's the big obvious thing like what's [22:21] the thing that you're giving away or that you're giving them the second is going to be the packaging which is going to be the headlines and sub headlines the Third third is going to be the [22:29] images Associated all right with that headline and that packaging now the fourth one and this one's really the [22:37] biggest split test winners I've had have come from one and four now the reason four is fourth is because it's actually really hard to do but the biggest [22:45] personal gains that I've had have come from this which is third-party Integrations you're like [22:55] what does that even mean well a lot of businesses use other technology you have a software stack you have you know uh [23:02] you have a CRM you have auler you have a form a form thing uh on your on your site like all of these different pieces [23:10] typically exist but what those third-party apps and tools don't typically report on is what the conversion rate is of their ux or their [23:19] user experience and so I have found some unbelievable unlocks some of the biggest [23:26] absolute split test winners have come from just saying like oh we're not going to use this software to capture this stuff we're going to use this software and even though the Aesthetics were [23:34] basically the same outside of the third party integration I have had this happen four times in my career where this test [23:42] was like a company explosion in terms of increase in sales and profit like really big the reason most people don't do this [23:50] though is that it's hard so if you have to split this different tools it's like okay well we got some customers here in this system we some customers here it's [23:58] kind kind of messy but it's one of the most valuable things you can do and what's interesting to me is that almost no third party provider ever reports on [24:06] conversion rate data because honestly how could they because everybody's different but by having that and testing it for yourself you'll see some of the biggest gains that you've ever had one [24:14] of the cool things with all of these is that when you implement these things you get permanent lifts for the most part so [24:22] meaning like if you change the offer and then everything crushes it's like great that's the offer if you change the headline you find out that's the headline and it's like cool like this just keeps converting for us so it's [24:30] like it's onetime effort for ongoing gains and like those are my favorite types of things to do in the world like you know build once sell a thousand [24:38] times like those that I mean fundamentally like a book same idea you write a book once it's a lot of effort once but then after that you can just keep selling the book over and over and [24:45] over over again and same thing when you give away free free products it's like you build it once and then that can get you unlimited amounts of leads last week [24:52] for Black Friday I um spent 200 plus hours not on that day but leading up to it come up with a scaling road map uh [25:00] 25 minutes basically taking a company from 0 to 100 million it's 14 hours that breaks 10 stages of growth for any company and it [25:07] divides it across eight different functions of the business so Marketing sales customer success product it HR [25:15] recruiting finance and so all of the functions of the business what the problem that you're dealing with right now and what you need to do to graduate that whole thing took me a really long [25:24] time to put together but now that it's there and everyone can just like fill bill out questions and get a personalized solution for them and it's free and it's better than other people [25:33] charge for then that can just consistently get more businesses into my world so the next big way of getting customers so fast it should feel legal [25:42] is spend more waight that's not what it is it's be able to spend more so let me [25:50] explain the difference so spending more is just cool you increase your budget sure and that can work but most businesses like if you ask businesses [25:59] why they fail so they they do surveys in the Census Bureau and I think the number one reason that small businesses say that they can't succeed is because they [26:07] have a lack of customers they have a lack of leads they have a lack of demand and the reality most of the time is not that they have a lack of leads but that [26:15] they don't have a good enough business to be able to afford them and so this is where you have to solve the business from back to front and so there was a [26:23] company um not that long ago that that uh that came out here to the headquarters and they're like we need help scaling and I said so what do you [26:30] think your constraint is and their constraint was leads cost too much by the way leads costing too much is rarely [26:38] ever an issue the issue is usually that you don't make enough money per customer and here's a fun factoid for you that I [26:45] can share I look at a lot of different companies every single day and that's because we sift through deals and we look for patterns between markets and so [26:54] right now for example I'm really interested in the metpa space and I would really like to get into into a chain there so if you are metpa owner and you have you know call it fiveish [27:02] million in EAA hit us up anyways one of the things that's not unique between different met spot chains is their cost to acquire customers so the range of the [27:11] cost of getting people in the door is usually actually not that different so the benchmarks are usually maybe 1X 2x of one another not huge but where the [27:20] major differences that exist between change in terms of their success is their LTV which is how much customers are worth to that business over the long [27:28] term and this is usually where the rich get richer this is why the biggest companies in the world are the biggest companies in the world Starbucks has a [27:36] $14,000 LTV now for Starbucks to acquire a coffee customer is probably not going to cost that much more if anything they're probably wildly inefficient [27:44] because there's this m massive corporate Behemoth right compared to the local coffee shot down the street but if they're going to head-to-head from an [27:51] actual per dollar per customer basis usually the small local guy should be able to out compete the big National Guy where the big National guy gets them is that they've got 40 or 50 years of [28:00] 28 minutes optimizing lifetime value per customer so they know every single thing that gets customers to come back what gets them addicted what types of products on [28:08] what seasons what you know what pumps of flavors to give what options to provide which ones to cut they know all of these things and that is how they out compete [28:17] and so right now if your cost to acquire customer is about the same as your industry which by the way you can totally just Google this it's not that [28:25] hard you just say like uh average cost cost customer insert industry right and you can find it very quickly in a couple Google searches that will then tell you [28:32] oh maybe I'm not that far off oh my business is broken and so this often happens a lot too where a small business owner will be like those guys overcharge [28:41] I'm going to come into the market and charge less it's like well there's a reason that they charge more and why they're bigger than you because they make more money so they can charge more because they've already figured this out [28:50] and so in my opinion the ability to spend more is LTV and LTV is the arms race of advertising [28:58] and if you can spend more than anyone else can you can Outlast them because here's a fact that will make a lot of [29:05] you uncomfortable advertising only becomes more expensive over time the cost to get a customer literally only goes up the cost of Impressions cost of [29:14] eyeballs only goes up over time and so you need to have a force in your business that also concurrently goes up [29:21] over time which is your LTV customers should continue to pay for the services from you continue to buy your products and you should be continually expanding [29:29] LTV so that as you go to colder and colder markets on more and more expensive media channels that you can continue to outspend and earn a profit [29:38] and you might be wondering why doesn't anyone do this well it's usually an entirely different skill set and there's usually fear associated with the actions [29:45] that most strongly increase LTV so changing or raising prices something that most business owners are terrified of it's one of the strongest levers on [29:54] lifetime value and yet no one does it and so they instead are like how can I get you cheaper leads because they had this one campaign this one time that kind of worked and then they're like I [30:02] wish it was like that time it's kind of like their heroin addicts where like the first time they're you know they're chasing the first high and everyone every marketing campaign after that uh they're trying to get lead cost to that [30:10] low it's never going to happen again just get over it the first time you send any kind of AD in a new market or you've got a new offer it's always going to do the best that's not going to be your [30:18] your stabilization point it's going to get worse and so you have to build the business to accommodate that rather than stomp your feet and wish that leads were [30:26] cheaper oh yeah man I love this one all right so affiliate models that work all right so we're talking about getting [30:34] customers Stupid Fast all right one of the highest leverage things you can do is go to somebody who's already spent years developing your audience and then [30:43] just ask to be promoted in front of it now there's a number of ways of doing this of course you can go for the Mega influencers and things like that the way [30:51] that I have built every affiliate business that I have run has been not going after the Super Affiliates but instead trying to AG at many smaller [31:00] 31 minutes businesses or nodes of new Revenue so there is a business right now that already has all the customers that you want and they don't have your product [31:08] and you would both benefit from collaborating rather than competing and so here's the issue if I were to get on stage in front of a thousand business [31:16] owners and say raise your hand if you have a deal where if someone refers you a customer you give them 20% half the [31:24] remov raise their hand they'd be like oh yeah I do that and be like okay everybody is raising your hands why don't you go refer a customer to one [31:31] another and then the hands go down because no one cares no one's going to say okay I spent all this effort all [31:38] this time to build trust advertise sell create a relationship and I'm just going to hand them to you for 20% of your ticket what do I care right I'd rather [31:47] just not even introduce the variable just keep living my life and so if you really want Affiliates to work you have to make it so good that it hurts all [31:55] right and when I say that I mean you got to give the affiliate so much that you're like man they're going to make a killing on this and this is how I like [32:02] to do it so let's say that you've got a product all right that has uh let's see if this drawing will actually work out I [32:10] don't know this is why I draw on an iPad normally okay so let's say that we've got your [32:17] product and you've got kind of four components to it right I guess this is more than four is it four no it's eight whatever you get the idea all right and [32:26] you sell this thing for whatever $1,000 okay so what we want to do is we're going to say we want to take this [32:34] corner and we're going to peel this thing off all right so this is just going to be a little side project that we have here just pretend that's a cube [32:42] this is still a and instead of saying hey man I'll give you 20% give them 20% [32:48] of your product and give them 100% here what I'm saying if I were a masseuse and what are [32:58] all the things that I do okay I might do sports massage I might I might have the the the lotions and the oils I might do the the hot stone thing right or I might [33:06] be selling you know 10 10 Massage packages or 20 Massage packages whatever I would go to a business owner and [33:14] instead of saying hey I'll give you 20% uh if you send me somebody who gets a massage I would say hey man um why don't [33:22] you sell all your customers three massages and you can sell it for whatever you want from me you can keep all the [33:31] money oh wait so this is like a well how much can I charge whatever you want but it's got to be at least this so that [33:38] minimum is whatever your price is because you don't want to get cheap customers in so let's say that your price is uh is $100 so you say you have [33:46] to be able to sell uh those three massages for at least 300 you can sell for 500 you can sell for 300 you'll keep the whole 300 I just need to make sure the Price Is Right so it's the right [33:54] people so let's say these guys are like oh my God these guys are nuts I'm gonna sell these three Massage packages for $500 and I'm gonna keep all of it you [34:02] know what I would think to myself what's my cost so the cost of a massage let's say that you uh you you [34:09] you pay your your your massage maybe it's you right let's say you pay $30 per massage and hard cost in terms of Labor [34:16] okay so would I pay $90 to get somebody to do three sessions with me that paid [34:26] $500 for those three sessions well that sounds like an incredibly qualified lead to me and not only is it $90 it's $90 in [34:34] no other work I'm not making ads I'm not running them and buying media I'm not building landing pages I'm not working [34:41] leads calling them sending them I don't have any of that they already paid they're going to show and so all I have to do is just have an easy handoff where [34:49] they can just schedule them onto my calendar and then they've already paid so the likel they show is fine and the rest of it's automated when that happens [34:56] and then you make this offer hey man and you do that to a 100 businesses there's a lot of businesses who are like oh I'm [35:03] down to sell something for $500 and do no work and there's something mental about you don't split it with me just [35:11] take all the money it's a very different vibe and so what ends up happening is they either use it as an upsell [35:18] or they include it in their $1,000 thing and they put your thing in and they charge the th000 and give them the three [35:26] massages you don't care either way you have a $90 cost of getting somebody who spent a lot of money and is perfectly [35:35] qualified for whatever your next thing is and so then you just do the math and say okay well I know that I convert one out of three of these people one of [35:43] three into my $2,000 thing which means that my cost to get a customer here would be 3 * 90 which is [35:52] $270 so would I pay $270 to get $2,000 hell yeah I would and without any of the [36:00] 36 minutes work of course and this is how you build an affiliate model that gets you customers Stupid Fast and gets you Affiliates who are trying to fill up [36:09] your calendars because it actually makes sense for them now so if you're going to have Affiliates do it like you mean it it has to be incentivizing enough to [36:17] change their behavior or it's useless it's kind of like these these uh these you know coupon codes that I see people give out to like influencers it's like [36:25] 10% off it's like who cares like it like either I'm going to buy the jacket or I'm not 10% is probably not going to move the needle [36:32] for me at all now for me discounts have to be 50% or higher for in my opinion for a real change in Behavior we get a [36:40] massive increase in demand and so I don't want to take that off my main thing I want to peel my main thing and then give 100% of that and so this next [36:49] one is truth and you're like what is that even mean how is this going to get me customers really fast well well lies will certainly get you customers pretty [36:56] quickly but it also ruin your reputation so you want truth to be your greatest Ally not your greatest liability because [37:05] I will tell you a secret about advertising nothing sells like the truth and so one people talk about being [37:12] authentic well if you want your advertising to be authentic just say what's true and what's interesting is that a lot of people won't tell the [37:20] truth about the things that actually could help them so like if you're a small business and you're getting started say so if you [37:28] um if you don't have a huge amount of capacity because you're small say so not having a lot of capacity increases scarcity it means that there's fewer [37:36] slots available not having a lot of capacity indicates that there's probably a high level of personalization and Personal Touch being a small business for many people is a pro there aren't as [37:45] many people are like buy big corporate buy big corporate no people are like Buy Local Buy small business right they support small business and so like a lot [37:52] of what people think are negatives are actually things that make their offer or their business more compelling [38:00] 38 minutes especially to the Right audience and so you want to arm yourself with truth and think about how many different things [38:07] are true and if you want to get really nasty with it you want to tell the truth that also isn't as exciting upfront so [38:16] that when you sell your second piece of Truth they will then believe you that much more so I'll give you an example so [38:23] I remember we had a a location that had bad parking and so we would say stuff like listen we have you know we don't [38:32] have the biggest parking lot or we're not the biggest gym in the neighborhood you know we don't have more equipment than the guys down the street but you know what when you walk in this store [38:39] you're going to forget about all of that because you're going to have so much fun you're not even going to care because [38:46] this is a damaging admission it's X bad thing here I'll show you the equation for this I'll show you the formula for this [38:54] so it's bad bab bad [39:02] but good so but is an amplifier for this [39:08] word so if I said I have an incredibly short temper I am [39:15] impatient and I don't shower very much but I will be able to now you want this [39:22] to be relevant to the damaging admissions so but I make you laugh but I will make [39:29] you laugh your ass off all night for the price of a couple beers if you say that those negatives [39:38] then are diminished and the good thing is Amplified and so if you know that you're going to tell the truth and that [39:45] people are going to find out about this anyways you might as well be the one who controls the narrative and you can frame it in a way that that bad truth helps [39:55] amplify your good truth obviously come from the the fitness space and so the examples that I think of um are there [40:02] which is sometimes you know like a one of the gym owners was not like super in shape they'd be like hey I'm not the most in shaped guy but we have more fun [40:11] at our gym and people get great results even though I like donuts a lot still and so what happens is people are like man this guy's so authentic and if you [40:19] don't say it they're going to think it so you might as well account for it up front answer the why should I listen to you or what about about this big flaring [40:29] problem that I can obviously see you want to control the narrative and make that thing into a weapon for you make it into an asset that serves your purpose [40:37] rather than something that cast doubt in the prospect because if you claim it they they like I don't know why this works this way but it's kind of like [40:45] Eminem when he when he said all the negative things in 8 Mile that anyone else could say about him so no one else could say anything bad it's like if you claim them then people can't hold it [40:52] against you and the hardest thing in all of marketing is getting someone to believe you and so everything that you [41:00] 41 minutes can do to increase trust is one of the best investments you can make in an advertising campaign in general and ultimately in building a brand the truth [41:07] isn't just a good strategy it's the only long-term strategy and it just takes people a different amount of time to realize it [41:16] and once you've activated Affiliates once you've given away crazy amounts of stuff for free once you've doubled down on the right people who are high leverage in the position once you've [41:24] made the truth your Ally and you put your negatives out in the marketing so that people believe the good stuff that you say and you focused on doing more [41:32] and doing better you're going to start getting more customers than you can handle and at that point you're going to want to have a playbook for making so much money that it should feel illegal [41:41] and if that's you watch the next video

===FILE=== FpQ41avuWCI - Social Media Is Dead. Interest Media Is Here.txt
https://youtu.be/FpQ41avuWCI
Social Media Is Dead. Interest Media Is Here

[0:00] Some of you guys may have heard this [0:02] and it's a concept of [0:05] social media [0:08] is now turning into interest media. [0:10] Okay, so what does this mean? Let's [0:11] unpack this for a second. So [0:14] if you make content and you judge it by [0:18] views, I think that's dumb. And I'll [0:19] explain why. [0:22] If you if I make a if I if I have a a [0:24] grandma in public come and just do a [0:26] running slap and just slaps me across [0:28] the face, that video will probably get [0:31] views. But does it get the grandma [0:34] views? No. Does it get me any any more [0:36] people who now believe more in my stuff? [0:38] No. But what it will do is it will show [0:41] it to people who are interested in [0:42] humor, which is a lot of people, right? [0:44] But those might not be your customers, [0:45] and they probably aren't. So, assuming [0:48] you're not an entertainer and you are [0:50] somebody who's a business person, and if [0:52] you're if you're in business, whatever [0:53] business you're at, e-commerce, SAS, [0:55] services, brickandmortar, doesn't [0:57] matter. If you sell services to anyone, [1:00] you're likely going to be an educator, [1:02] not an entertainer. Meaning, you're [1:03] you're you're trying to provide value to [1:05] people to change their behavior in some [1:06] way. And ideally, changing a behavior [1:07] that gets them to walk closer to you and [1:09] buy stuff. Okay. So, what do I mean by [1:11] social versus interest? If you want to [1:14] attract the right avatar, make content [1:17] for that avatar. That sounds so obvious [1:20] and simple. And the thing is that no one [1:21] does it because here's the right or [1:23] downer. The content is the targeting. [1:27] Like the algorithm is so good now. It [1:29] knows what you're talking about. It [1:30] knows it can it can literally judge your [1:32] your background. It judges what you're [1:33] wearing. It judges who you are and will [1:36] display it to the people that they know [1:37] have a history of watching content that [1:40] is similar to that that people find [1:42] valuable. And so if you're making stuff [1:44] about how to fix pianos because you're a [1:46] piano repair guy, then you will find [1:48] people who are trying to fix their [1:50] pianos, right? Or they're making or [1:52] maybe they're making a purchasing [1:53] decision uh relative to pianos and maybe [1:55] they want to see which ones break the [1:57] least or whatever. But if you're making [1:58] that type of content, you might be like, [1:59] "Man, I'm only getting, you know, a [2:01] thousand views a video." It's like, [2:02] yeah, but the market of people who are [2:04] buying pianos might be significantly [2:05] smaller than the market of people who [2:06] just want to be entertained or [2:07] distracted. So, it's not fair to to [2:10] compare your views against Mr. Beasts. [2:12] It doesn't make any sense, right? And [2:14] so, if I were to think to myself like, I [2:16] have a room of a thousand people that [2:18] are going to watch this and all of them [2:19] are only interested in fixing pianos, [2:22] that's a hell of an opportunity. And so [2:24] we have just like wildly dis like uh I [2:27] don't want to say not tracked, we track [2:29] views of course, but like I care so much [2:32] more about IRL responses. So what I mean [2:34] by that, if I make a video and then I [2:36] get texts from business owners that I [2:39] like and that I respect being like, "Yo, [2:40] that was fire." Then I'm like, "Okay, [2:42] I'm on the right track." And so some of [2:44] you guys, let me know in the comments [2:45] you guys have seen um a format that [2:48] we've talked about. we call cash cows, [2:49] but basically it's me, there's a [2:51] business owner that presents a little [2:52] bit about their business and they come [2:53] to this side and we talk about how to [2:54] like how to improve their business, [2:55] right? So, let me know in the comments [2:56] if you like that style. And if you do, [3:00] let me know if you're a business owner [3:01] or not. Okay? So, uh like I like that [3:04] style and I'm not a business owner. I [3:05] like that style and I am a business [3:06] owner or I don't like that style and I'm [3:08] a business owner or I don't like that [3:10] style and I'm not a business owner. Let [3:11] me know in the chat. I don't I'm at a [3:14] delay so I'm going just going to guess [3:15] what the responses are. Um, but here's [3:19] the here's here's here's the reality of [3:21] it. Whenever people are here in person [3:24] at our headquarters, right, you were [3:25] like, "That's down your business owner." [3:26] Okay, great. Yes. Okay. Yes. Exactly. [3:30] So, if if you are a business owner, when [3:32] I have people who are here in person, [3:33] IRL, in real life in Vegas, right, [3:36] business owners who fly out, I ask I [3:39] say, "What is your favorite type of [3:40] content?" Dollars to donuts. That's [3:42] their favorite type of content. And so, [3:45] I make more of that. even though and it [3:47] would make sense like it would make [3:49] sense that there's fewer of those [3:50] people, right? Because just think about [3:53] math. If you've got uh if you got the [3:56] whole population here, let me I'll show [3:57] you a little graph on this and you have [4:00] to like you have to do this math for [4:01] yourself otherwise you're going to get [4:02] really frustrated with your content. So [4:04] let's say that 100% of people like this [4:06] represents 100% uh let's just use USA [4:08] because I already know all the numbers [4:09] for USA. Okay, so let's say this is [4:12] 100%. All right, you get 100% of people [4:14] are interested. Okay. Well, right now [4:16] only 9% of people even own a business. [4:19] Like 9%. So, right off the bat, I'm [4:22] going to have a huge percentage of [4:23] people that aren't my ideal audience. [4:25] Now, of course, I do have people who are [4:26] business interested and that's why I'm a [4:28] co-founder of school and we give people, [4:30] you know, a way to go uh start a [4:32] business online in in in a lowcost way, [4:34] right? Um, which you can do. It's nine [4:37] bucks a month after a 14-day trial. You [4:38] guys can check it out and there's a [4:39] bunch of like training and community and [4:41] all that good stuff. All right? But you [4:42] can go school.com I think for hormones. [4:44] I think it's below this video. Doesn't [4:46] matter. Point big. 9% is what I'm [4:48] competing for. Okay. Now there's that [4:51] means there's about 32 to 33 million uh [4:55] business owners in the US. Okay. 32 [4:57] million. That's that's 100% of all [4:59] business owners. Now within that [5:04] 95% of that 9% [5:07] is below $1 million in revenue. 95% [5:12] So then then I've got 5% of that 9% that [5:17] are over a million. [5:19] Now if you want to get if you want to [5:21] get weird with it, what percent do you [5:22] think is over 10 million [5:26] point 4%. [5:28] One in 250 [5:30] point 4%. [5:32] And then a hundred million nine figures [5:34] is I think one in roughly 3,000 [5:37] depending on like your data source. one [5:40] in three,000 businesses gets to 100 [5:42] million a year. [5:44] this big and so it would make sense then [5:47] right that that we've given these [5:49] numbers right 9% is is 32 million so I [5:52] know 5% of that is only be a million and [5:54] a half people there's only a million and [5:56] a half people who are business owners [5:57] doing over a million based on the math [5:58] that they that that this is census [6:00] bureau data maybe theirs isn't correct [6:01] but that's the math right and so if [6:04] we're looking at that's the market then [6:06] it would make sense that I'm not going [6:07] to get all 100% of them to watch my [6:09] video right if I got one and a half [6:11] million views and 100% of them were [6:12] business owners that'd be insane Right? [6:14] And so it would make sense that like if [6:15] I get 100,000 views on a video that has [6:18] that's really made for that level [6:20] business owner that I'm crushing it, [6:22] right? And it doesn't make sense to look [6:23] at, you know, Mr. Beast video with 100 [6:25] million views and be like, "Oh man, I [6:27] suck." It's like, dude, we're going [6:29] after we have different we have [6:30] different games, right? And so I'd [6:32] encourage you um to to create accurate [6:36] expectations of the size of the market [6:37] that you're going after and also think [6:40] about the translation of these numbers [6:41] into IRL real life. Because when I [6:43] started out and I was making YouTube [6:45] content like I started zero just like [6:46] everybody else did. And I remember [6:48] saying like I was like can you believe [6:49] like can you imagine there's going to be [6:51] a time where we get 10,000 views on a [6:52] video. I remember saying this. I was [6:53] like dude we're going to get 10,000 [6:55] views in 24 hours. It's going to be [6:56] sick. And and that was because at that [6:59] time I was getting like a,000 views in [7:01] 24 hours, right? But for me I was like a [7:03] thousand like I worked in real life. I [7:05] had brick and mortar. So for me to get [7:07] a,000 people in a room I was like my god [7:10] I would do lunch and learns with 15 [7:11] people, right? So I got 15 views. I was [7:13] like hell yeah I I mean I would do this [7:15] in person and this is just being [7:16] convenient for them. So it's at home, [7:18] right? And so I bring this up so that [7:19] you don't judge one the the the number [7:22] of views. It's way more important to [7:24] have quality of views. I have two [7:25] businesses that I looked at in the last [7:26] year that were doing over a million [7:28] dollars a year with less than 5,000 [7:29] followers. [7:33] There's another business that's a B2B uh [7:36] insurance company that that I uh that I [7:38] invested in that I don't want to share [7:39] the numbers, but [7:42] okay, I won't show I'll just say many [7:43] millions on like $10,000. I'll just [7:45] leave it there. All right. And so, like, [7:47] you absolutely can make plenty of money [7:49] with a very small following as long as [7:51] you make content that's directly [7:53] valuable for that following.

===FILE=== FsOYmruUaZ8 - Message All 130 Members Personally to Get Engagement.txt
https://youtu.be/FsOYmruUaZ8
Message All 130 Members Personally to Get Engagement

[0:00] Hi, Alex. I started my school a few [0:01] weeks ago with 130 members so far. Uh, [0:03] how do I create engagement? Most people [0:04] are quiet even though I have an intro [0:06] video asking everyone to introduce [0:07] themselves, and I post content a few [0:08] times a week, plus free AI materials in [0:11] the classroom. I'm running my first [0:12] webinar this Thursday on 10 best [0:13] businesses to start with AI, which will [0:15] be two hours long. Should I upload the [0:17] recording? Okay. So, okay. So, I'm going [0:20] to give you a couple quick tactics. Um, [0:22] number one is there was a lady that was [0:24] inside the group, I can't remember her [0:25] name, that was struggling with the exact [0:27] same problem. And you know what she did [0:29] to get engagement inside of her group? [0:31] She messaged all 130 members and said, [0:33] "Hey, you should introduce yourself [0:35] inside the group." So sometimes people [0:36] just need like personal permission [0:38] because they like feel afraid. So give [0:40] them permission and say, "Hey, tag me [0:41] in. I'll I'll respond." Right? And so [0:42] that way they can get a little bit of [0:43] status from it. And so that's number [0:45] one. Number two is I would recommend [0:47] using the pre-coded [0:49] uh uh post formats that we already have [0:53] inside of there. Kirby, do you want to [0:54] show them where that is because I think [0:55] that's pretty cool. You mean for the [0:57] calendar? [0:59] Yeah, I think that's that's pretty [1:00] sweet. So, we looked at the the top the [1:03] the stuff that had the top engagement. [1:05] Like what's your favorite movie? Show a [1:07] picture of your workstation. Um like if [1:10] something's relative, you know, if you [1:11] were in a you know, car space, it' be [1:12] like show me a picture of your car. Like [1:13] whatever whatever might be relevant to [1:16] your audience. Uh and it gets it kind of [1:18] like makes it real. It makes it like [1:20] like the the pictures I think are really [1:22] really key to making this like it's it [1:24] takes the digital world and makes it [1:26] makes it real. So I'd say DMs and then [1:29] do something with a picture. Uh and then [1:31] you should start. And of course I have [1:33] balloons now. Wonderful. [1:35] Yeah. So here you go. You can watch [1:36] Kirby do it. At the top when you create [1:39] a new event you can click coffee hour [1:41] fills it out. Q&A co-working session or [1:45] happy hour. My favorite is co-working [1:47] session. [1:52] Yes. And Saurin put a little thing [1:55] underneath there would like lead [1:57] yourself like you start show your [1:59] workstation, show your laptop, show your [2:01] whiteboard with full of ideas, whatever. [2:04] Like I'll bet you a lot of entrepreneurs [2:05] have like a whiteboard or a notepad that [2:06] they have all their ideas on. Like if [2:08] you look at my office, which I think [2:09] Kirby seen, every wall is whiteboard. [2:12] Like all of it with the exception of [2:14] that one, which is the only one you can [2:15] see. So secretive.

===FILE=== GO6VCcLlnLs - How I RAISE PRICES without losing sales…(using this psycholo.txt
https://youtu.be/GO6VCcLlnLs
How I RAISE PRICES without losing sales…(using this psychological trick)

[0:00] in this video i'm going to show you how [0:01] to raise your prices it's one of the [0:02] best ways you can increase profitability [0:04] your business and ultimately make more [0:06] money and give you more spending power [0:07] pay people better provide better [0:09] experience all of the many benefits that [0:10] go with raising your prices but one of [0:12] the fears of raising your prices is what [0:14] if i don't sell anyone what if my sales [0:15] team doesn't have conviction what if my [0:17] market won't bear that price 99 times [0:19] out of 100 it's purely in your head and [0:21] in your sales team's head [0:23] but having now raised my prices in a [0:25] number of different businesses a number [0:26] of different industries across different [0:28] sales teams i have a process that has [0:29] worked very very well for me and i'd [0:31] like to share with you okay so what i've [0:33] written here uh on the board here [0:34] different prices uh that i might be [0:36] increasing going from one thousand two [0:38] thousand two thousand three thousand [0:39] three thousand four thousand four to [0:40] five six to eight ten to twelve these [0:42] are common price increases that happen [0:44] and what i want to do is kind of walk [0:45] you through the strategy in a real way [0:48] so that you can see what this equates to [0:50] in a real business okay so if we're if [0:52] we're going right i'm trying to uh [0:55] increase from let's say 2k to 3k the way [0:57] that i do it is i actually [0:59] bump my my top price up by an additional [1:03] uh percent all right and so i actually [1:05] make the new price four thousand dollars [1:08] which is the price acre this is what the [1:10] sales people are going to say on the [1:11] phone right and here's what's cool is [1:14] that i say cool you can pay this four [1:15] thousand dollars in in 2k you know and [1:18] 2k right you can make that that payment [1:21] that way and the reason we do that is [1:22] because 2k is their their emotional [1:24] anchor they're used to getting two [1:25] thousand dollars and so i'm gonna say [1:27] cool you still have that in your back [1:28] pocket you're totally fine it's safe [1:30] it's gonna be okay right so we're gonna [1:31] say it's four thousand dollars which [1:33] they can either pay 2k a ticket or they [1:35] can get some same day savings and pay 3k [1:38] today [1:38] all right and so by doing this it allows [1:41] them emotionally to have home base where [1:43] they feel comfortable and safe asking [1:44] for two thousand dollars right say cool [1:46] and the extra payment you can make in 30 [1:47] days or if you want you can just pre-pay [1:49] it and pay 3k so it actually gives the [1:51] sales people a discount to get the price [1:54] that is now higher for us all right so [1:56] let's walk through another one because i [1:57] think this is uh this is something [1:59] that's good to to walk through together [2:00] so let's do this 4k one so your 4000 you [2:03] want to bump to 5000. all right well [2:04] again we're going to bump over [2:06] to do we're going to skip over that 5k [2:09] and we're going to jump straight to 6k [2:10] this is going to be our new price anchor [2:12] and we're going to say cool what i want [2:14] to do is you can either pay 4k today and [2:16] then 2k in 30 days now notice that this [2:19] is a disproportion slip i prefer to do [2:21] uneven splits personally because i want [2:23] to still keep more cash up front right [2:25] and the reason this also is cool now [2:27] check this out right remember this [2:29] person always said 2k well it's like [2:30] well shoot i can either pay 2k now 2k in [2:33] a month or so or just an extra thousand [2:35] to get to the 3000 see how much easier [2:37] this is to sell same thing happens here [2:39] right you're at six thousand dollars [2:41] you say cool 4k remember this is home [2:43] base this is what our sales team is used [2:44] to selling so they have conviction [2:45] around this number they're comfortable [2:46] saying something they don't get tongue [2:48] tied around saying this number right [2:50] it's like or so you can pay 4k today and [2:52] then 2k in 30 days or [2:54] you can just pay an extra thousand and [2:56] get it all taken care of today right and [2:58] so all of a sudden you're down selling [2:59] this upsell you're down selling and [3:01] making a discount compared to a price [3:03] anchor which we introduced on the call [3:05] so it actually makes it easier for your [3:06] sales team to sell now this process that [3:08] i just outlined is exactly how i raise [3:11] prices because i've done i've tried to [3:13] you know i've tried to just say okay [3:14] guys you just got to deal with it it's [3:15] just in your heads but you know as time [3:17] has gone on and like i've become more [3:19] weathered than this it's good to have a [3:20] process and so a couple of the takeaways [3:23] that i want you to see from this is one [3:25] is that they're going to have an [3:26] emotional comfort sailing around a [3:27] certain price you have to accept that [3:28] right and there's a reason that you're [3:30] the entrepreneur because you tend to be [3:31] a little bit more adaptable a little bit [3:32] more flexible a little bit more growth [3:33] worries and that's okay right but you [3:35] have to meet people where they're at and [3:36] so if this is what they're comfortable [3:37] then we still need to give that to them [3:38] so they still have that and that's what [3:40] they can always ask for up front right [3:42] and then the second thing that i want [3:44] you to take from this so first is that [3:45] you give them there so i'll write [3:47] numbers on this right [3:48] first is that you give them their home [3:49] base number one all right number two is [3:52] that the price that we are going to be [3:54] anchoring is not the price that we're [3:56] actually trying to get to so if we want [3:58] to get to 3 000 from 2000 we're actually [4:00] going to talk about a 4 000 price point [4:01] which anchors high and then when we [4:04] introduced number three which is the [4:06] prepayment discount that is actually the [4:08] number that we're looking for all right [4:09] the fourth tidbit that i want you to [4:11] take from this is noticing the [4:13] discrepancy between what they can pay [4:14] today versus what they're going to pay [4:16] over time all right i prefer to have an [4:18] uneven split because a i'm going to have [4:20] more cost of onboarding i prefer to make [4:22] more cash flow up front and the [4:24] beautiful benefit of just the tiny [4:26] incremental increase from that one [4:28] payment from for a 4k 2k split compared [4:29] to just i just pay 5k today and be done [4:31] with that creates a very compelling [4:33] offer all right now if i were to jump [4:35] from let's say 10k to 12k this is going [4:38] to be a really really minor difference [4:40] right i could do uh do this a couple of [4:42] different ways i could say you know 3 [4:44] times 4k [4:46] right or what i would probably prefer is [4:48] something like [4:49] 6 plus 3 plus 3 right so i get a little [4:52] bit more up front [4:53] for the payment and then more over time [4:55] now notice if i do six super three then [4:58] it's going to automatically encourage [4:59] people far more to take this upfront [5:02] prepayment discount right it's like well [5:03] for only an extra one more thousand than [5:06] what i would make on my second payment i [5:07] don't have to make any more payments [5:08] right and so you're noticing the four [5:10] points that are that are going to be [5:11] consistently used here right is that one [5:14] we're going to try and [5:16] give them home base as much as we can [5:18] right number two we're going to jump [5:20] over the number that we're planning on [5:22] trying to price it at so we have a [5:24] higher price anchor so that we can down [5:25] saw the prepayment discount which is [5:27] number three [5:28] and noticing that the comfort price [5:30] compared to the prepayment discount [5:31] should only be marginal right and the [5:33] reason we do that is because they're [5:34] like oh man it's just a little bit extra [5:36] and i can pay that now but what we [5:37] accomplished through doing this and like [5:39] that 4k that uneven split is that now [5:42] we've successfully raised the price [5:44] we've gotten more people to prepay [5:46] because of the way that we structured [5:47] the pricing and we've done it in such a [5:49] way that the sales team can feel [5:50] confident and convicted about it so they [5:52] can sell consistently without any issues [5:53] and i'll give you one more pro tip [5:55] before we go so if you're ever going to [5:57] raise your prices [5:58] always always always clear [6:01] the pipe all right so clear the pipeline [6:04] so announce it always own your price [6:06] increases it's one of the easiest ways [6:08] to create true scarcity and urgency all [6:10] right so if your team knows that this is [6:12] going to happen then it gives them [6:13] urgency to close more deals faster and [6:15] clear out the pipeline so give them a [6:16] heads up say hey we're going to increase [6:18] the price next month hey we're gonna be [6:19] increasing the price in the next two [6:20] weeks so it gives people this this [6:22] motivation to take action and not sit on [6:25] the sidelines it allows your team to [6:26] squeeze uh their pipeline to get some [6:28] extra cash now here's another side [6:30] benefit of when you clear the pipeline [6:31] when you do this it also gets around you [6:33] know some of those future people are [6:34] like i heard a different price etc well [6:36] it's like well we already gave you a [6:37] heads up about it we told you we're [6:38] gonna click we're we're adding more more [6:40] features more benefits blah blah to the [6:42] thing we have more successes we're [6:44] making it easier and faster for you [6:46] and so as a result the price is going to [6:47] reflect that so get in now right and [6:49] then you as the business owner get a [6:51] nice boost of cash flow before you make [6:53] the change so that you can weather maybe [6:54] a dip in cash flow during the adjustment [6:56] period which sometimes happens right [6:57] it's just natural as part of the [6:58] business all right so this is how you [7:00] raise prices in a tactical format this [7:02] is how i have learned to do it has [7:03] worked very well for me i hope it works [7:05] well for you [7:06] the point of this channel is there's a [7:08] lot of people who are broke and i make [7:10] these videos so that you are not one of [7:11] them keep being awesome hit the [7:12] subscribe see the next video

===FILE=== Gqlhv7GiL0I - Watch this if you’re working hard, but not making progress.txt
https://youtu.be/Gqlhv7GiL0I
Watch this if you’re working hard, but not making progress

[0:00] If you feel like you're not making [0:01] progress, this might be why. When I was [0:02] in my 20s, I was working all my waking [0:04] hours and sleeping [music] on the floor [0:05] of my gym. But I didn't feel like I was [0:07] making progress. And this is the trap [0:08] everyone falls for. They feel like [0:10] they're busy, but they aren't actually [0:11] moving forward. [music] And so today on [0:13] Rosie Hotline, I want to share with you [0:15] the solution, which I shared during a [0:16] live call with a business owner. Enjoy. [0:18] What's going on? What's the issue? [0:19] I invented a ring for single people [0:21] because I've been single my whole life [0:23] and the dating apps are just [0:25] insufferable. I'm stuck. also have a [0:27] salon, a barber shop, and an Airbnb, and [0:29] I work there six days a week. [0:31] How much money have you made with the [0:32] ring revenue? [0:33] No, not a lot. We've sold just maybe [0:36] less than 20 rings. [0:37] Okay, got it. What do you sell the rings [0:39] for? [0:40] Yeah, [0:40] it's$129. [0:42] Okay, got it.$129. All right, so that's [0:43] So, yeah, not a lot of dollars. Okay, [0:45] it comes in really nice packaging and it [0:47] has um an authenticity card comes with [0:49] each one and the rings are engraved. [0:51] Heard. Okay, so what are you making on [0:52] the salon? [0:53] About right at 100 grand probably. And [0:56] that's your net or revenue? [0:58] Um, revenue. [0:59] Okay, got it. And you own the salon? [1:02] Yes. [1:02] Okay, got it. Um, okay. And then what's [1:05] your take on the on the 100? [1:07] Probably 75. And then I make about [1:09] 25,000 on the Airbnb. [1:12] Okay, great. Well, if this were Shark [1:14] Tank, Candace, for me, this would be a [1:16] pass. And it has nothing to do with your [1:18] skills as an entrepreneur. [1:19] Gone. I can't hear anything. [1:20] I'm going to call you back on a [1:21] different line. In the meantime, maybe [1:22] you can watch the li the live and I'll [1:25] answer your question. So, um, basically [1:28] Candace is in one of these situations [1:29] where she has three enterprises she's [1:31] pursuing and she also doesn't have the [1:33] resources to really do this. Like I I [1:35] wouldn't want to pursue three things [1:37] like now and I have a ton of resources [1:39] and so like the reason that I harp on [1:40] focus so hard is that it's just so hard [1:42] to make anything work that you have to [1:44] put all your resources into one thing if [1:46] you want to make it bigger. like the the [1:48] getting the single rings is like I have [1:50] to change the entire perception of a [1:52] population and then if I were to do that [1:54] I would want to make sure that I had [1:56] some way of consistently monetizing them [1:58] for an extended period of time. Now [1:59] selling a physical product that's a [2:00] onetime purchase on $129 to me is very [2:04] tough. So like even something that's a [2:06] product like a drink or something like [2:07] that well it's consumable and so I'd be [2:10] inclined to think okay well if we make [2:11] sure the product's good enough then [2:12] people keep buying it again and again. [2:13] So we're acquiring a customer once but [2:14] then we get a customer for life. here [2:16] it's purely transactional and like do [2:17] people want to say and shout to the [2:20] world that they're single publicly? I [2:21] don't know. I mean up to this point for [2:23] zillions of years just not having a ring [2:25] has been the demonstration of that. Um [2:27] am I calling on this one? [2:28] Uh she's on the line. [2:29] Oh, she's on the Hey. Hey. Can you hear [2:31] me now? [2:32] Yeah, I can hear you perfectly. [2:33] Lovely. [2:34] Okay. So, in addition to that, the [2:36] original plan was to have an app that [2:38] went with it [2:39] that would be a monthly subscription. [2:41] Okay. [2:41] For people who didn't have a green ring. [2:43] Yeah. Okay. not here yet. Clearly, [2:45] yeah, I would be focused on the business [2:47] that's the salon business and saying, [2:48] "Okay, how do we take this to 4 million [2:50] a year?" That's what I would do if [2:51] you're like, "What would Alex do in my [2:53] situation?" And I I wouldn't think about [2:54] the ring, just to be very candid. You [2:55] have three different businesses going [2:56] on. You have super limited resources, [2:58] limited time, limited money, and the [3:00] ring especially is going to require a [3:03] ton of of capital to really win. If you [3:06] really do want to make the the ring win, [3:08] the way to do it would be to [3:09] dramatically decrease the scope. And so [3:11] what I mean by that is that you would [3:12] say like how do I win in three colleges [3:14] or five colleges, right? You have to you [3:16] have to just dramatically narrow the [3:18] scope so that the resources you have can [3:20] get saturation [3:21] because your the business model you have [3:23] is a good business. It's just incredibly [3:25] hard to do. It's like Facebook's [3:26] business model, really good business, [3:27] really hard to do, right? And that's why [3:29] there's only one Facebook. I see where [3:31] your passion's at with it. First off, I [3:33] wouldn't do it. But if I were going to [3:34] do it, I would do it this way, which is [3:36] I would get way way way way way way way [3:37] way more narrow on a tiny tiny tiny [3:40] little a puddle of a puddle of a puddle [3:42] that I could put all my time and effort [3:44] into. And the key for you is that you [3:47] have to have a viral coefficient, right? [3:49] You have to have something that gets it [3:50] sharable. Like people have to want to [3:52] share it because your dollars aren't [3:53] going to go that far because you don't [3:55] have that many. So you like it has to [3:57] grow off word of mouth. If it doesn't, [3:58] you have to keep fixing it until it [4:00] grows off word of mouth. It's the only [4:01] way you're going to win unless you raise [4:02] a ton of money. [4:04] Okay, [4:05] that's my that's me being real rather [4:06] than nice. [4:08] No, that's okay. That's what I want. [4:09] Thank you. [4:10] Appreciate you. [4:11] No, you're great. Thank you for being a [4:13] sport. Bye. All right. Bye.

===FILE=== Gr2A7wUoEwo - Why You Should Always Build a Business Top-Down.txt
https://youtu.be/Gr2A7wUoEwo
Why You Should Always Build a Business Top-Down

[0:00] So the reason that I talk about selling [0:02] to these the top 1% is that one of the [0:06] most effective ways to build a business [0:08] is from the top down. So what do I mean [0:12] by that? Like think about like Tesla, [0:13] right? We started with a $250,000 [0:15] roadster and he had a very limited [0:16] production, very few people, more [0:18] profitability per. What then happens? [0:21] Well, then he was able to make the, you [0:22] know, Model S and that was the next car [0:24] and then he made the Model 3 or Model Y, [0:27] whatever. So he kept working his way [0:28] down. But what's interesting about this [0:30] is that when you anchor high, it makes [0:33] sense. Think about from a branding [0:34] narrative perspective. If I say, "Hey, [0:35] I've got this really expensive car. It's [0:37] amazing. It's super fast." And they say, [0:38] "Hey guys, many of you couldn't afford [0:39] this, so I made another car that's [0:41] similar but more affordable for you." [0:44] That that brand narrative works because [0:46] you've anchored high. Now, think about [0:47] the reverse. Hey, I'm a I'm a budget [0:49] discounter and I'm going to now sell a [0:51] really expensive car. It doesn't it [0:54] doesn't hit the same, right? And so I [0:56] love the top down approach because you [0:58] have a brand reinforcer, but also from [1:00] an operational perspective being able to [1:03] ship the amount of cars he has to ship [1:04] for the the Model 3 compared to the [1:06] amount that he had to do for the [1:07] Roadster. It made more sense to start [1:08] here because you can handle the volume, [1:10] right? You might not have the operations [1:11] to handle the amount of work that it [1:13] requires to serve the masses. Like for [1:15] sure there is money right at the bottom. [1:18] There is, but you have to be doing it at [1:20] very small razor than margins with [1:22] extraordinary volume. And unless you [1:24] have the capital to create something [1:26] that truly scales to that mass, you will [1:28] probably just end up trying to squeeze [1:30] the $2 for more than what what they're [1:32] worth. If you're a business owner and [1:33] you are not growing as fast as you'd [1:35] like, I'd like to give you a free gift. [1:37] So, my team and I put together the $100 [1:39] million scaling roadmap, which is [1:41] basically 200 hours of us looking over [1:42] all the portfolio companies we've had [1:44] and what stages of growth they went [1:46] through and more importantly where they [1:48] got stuck and how they got past it. And [1:50] so we broke it in these 10 stages and we [1:52] made this little kind of quiz thing [1:53] where if you put in your business [1:54] information, it'll tell you where you're [1:56] at and the most important part for you, [1:58] what to do for each of functions of the [1:59] business across product, marketing, [2:00] sales, customer success, recruiting, IT, [2:02] human resources, and finance. And so no [2:05] matter what you're struggling with, [2:06] someone else has already struggled with [2:08] it and solved it. And so I'd like to [2:10] give you this thing absolutely free. [2:11] free. You can go to [2:11] acquisition.com/roadmap, [2:13] plug in your business information, and [2:14] if you want us to actually help you [2:16] deconrain the business and you're trying [2:18] to scale, we'd love to help you out on [2:20] the thank you page. You can just book a [2:21] call with my team and we will look at [2:24] the business, see if we can help, and if [2:26] we can, we'll invite you out to Vegas [2:27] and we'll do this in person live.

===FILE=== Gy-RmpRif-I - How To Raise Your Prices [plus the letter I actually sent to.txt
https://youtu.be/Gy-RmpRif-I
How To Raise Your Prices [plus the letter I actually sent to customers]

[0:00] what's going on everyone in this video [0:01] i'm going to show you how to raise your [0:03] prices in a tactical way on your [0:04] existing customers [0:06] so it's one thing to raise your prices [0:07] on new customers which for many times [0:09] you know that's [0:09] something that you have to do uh because [0:11] you need to you know you want to [0:12] reinvest in [0:13] making the business better you want to [0:15] cover some capital expenses or you just [0:16] want to make more money [0:17] which is fine and the number one lever [0:19] on making money is what you're pricing [0:21] at [0:21] right we've done this in thousands of [0:23] businesses now [0:24] and there's a process that we go about [0:26] this because if you raise it on existing [0:28] customers [0:28] be ready to have people be upset but [0:31] here's why this is so important [0:32] so let's say that your business runs at [0:34] a twenty percent net margin which is [0:36] fine right and let's say that you [0:37] just for number sake you charge a [0:38] hundred dollars a month if you're [0:40] running a twenty percent net margin and [0:41] you're 100 [0:42] a month a 20 increase in pricing would [0:44] double your profit a 50 [0:45] increase in pricing with three and a [0:47] half extra profit [0:48] that's pretty good if you doubled your [0:51] price you would [0:52] 6x how much money you make and so this [0:54] is how big of a lever [0:55] pricing is on how much profit you make [0:57] and so knowing how to raise your prices [0:59] obviously would be something that would [1:00] be very important so there is a right [1:01] way and a wrong way to do it [1:03] so what i want to do is show you the [1:04] right way because the wrong way to do is [1:05] send an email out saying hey we're [1:06] raising our prices you know screw you [1:08] um and you'll get a ton of customers who [1:10] leave you and then you'll end up being [1:12] worse off than you were before but i did [1:14] this [1:15] in my facility this is one of my first [1:17] businesses and i actually had a third of [1:19] my customers cancel [1:20] but i tripled my price and so i was able [1:22] to keep two thirds of my customers at [1:24] three times the price and lose one third [1:26] of my biggest [1:26] my employees called it the culling we [1:28] got rid of all the problem customers in [1:29] one fell swoop so if you have a pain [1:31] a bunch of customers were always [1:32] complaining about stuff you might want [1:33] to do this because you'll get rid of all [1:34] the cancerous people and keep only the [1:36] people who love you [1:37] and when i did that i doubled my revenue [1:39] and here's what's even cooler [1:41] my profit went through the roof because [1:42] i even had to service a third fewer [1:44] customers which was awesome all right Price Increase Letter [1:46] and so the way that we do this is uh [1:48] through a price increase letter and if [1:49] you're curious [1:50] um my gymloc secrets book is a book that [1:52] is about gyms but is a business book [1:54] that is simply applied to gyms if you [1:56] want it you can grab it [1:57] it is not how i make money um but let's [2:00] say let's let's walk through this so [2:01] you have your letter to increase prices [2:03] right now there's a format to doing this [2:06] all right now it's not about you it's [2:08] about the prospect it's about the [2:09] consumer [2:10] all right so the first thing that we [2:11] want to do right is you know we're gonna [2:13] say hey [2:14] you've probably known that we've been [2:15] you know growing a lot you've probably [2:16] noticed a lot of the [2:17] the good things that are going on right [2:19] now um and so that's why i'm writing [2:20] this letter all right so it's like [2:22] why am i doing this why am i writing [2:23] this letter to you what's the intention [2:24] the letter [2:25] all right the second is we're going to [2:27] talk about what we currently [2:28] are doing all right and so this is [2:30] allowing you [2:31] to re resell them a little bit on what [2:34] you're currently doing the value you're [2:35] currently providing them because [2:36] sometimes they forget because they might [2:37] only use [2:38] one aspect of your service and so if [2:40] they're like oh wow there's a lot of [2:41] extra stuff that i didn't even know [2:42] about and believe me i can't even tell [2:43] you the amount of times people [2:44] read this letter and they're like i [2:45] didn't even know you were doing all this [2:46] stuff right and so you want to list [2:48] out you know the stuff that you're doing [2:49] and say okay you know we hire and retain [2:51] the best talent you know we have we [2:53] offer continued education for our [2:55] employees [2:56] we you know we we're providing new uh [2:58] softwares and equipment [2:59] uh to our members that that we always [3:01] try and keep up to date that's what [3:02] we're currently doing they're like oh i [3:03] didn't even think about that so the [3:04] goal here is to is to get them to think [3:06] about your costs [3:08] try and get them into the mind of you as [3:11] an entrepreneur to the best of your you [3:13] know ability right like these are the [3:14] things that we incur [3:15] in order to provide this value it's not [3:16] like we're just taking all the money you [3:18] give us and putting it in our pockets [3:19] because that's what everyone always [3:20] thinks all right the next thing we do is [3:22] we say wow [3:23] despite all the stuff that we're doing [3:25] we want to do even more because we're [3:26] losing our minds because we just provide [3:27] crazy value [3:28] all right and so it's like we want to um [3:31] like you know we're currently [3:33] a ragtag bunch of champions our our our [3:36] facility if you have an actual facility [3:37] and if you're online it's like you know [3:39] we've got a lot of stuff that's duct [3:40] taped together [3:40] we want to really uh you know level up [3:42] the brand and we want to do it for you [3:44] right so you want to tell them what's [3:46] coming so this is like we want to add [3:47] these x y and z things we want to add [3:49] specialty programs we can add higher [3:50] levels of service [3:51] we want to add you know events to our to [3:54] our business [3:54] we want to add all these things right a [3:56] massive improvement to our level of [3:57] service [3:58] these are all things that we want to be [4:00] adding right [4:01] and then what i like to do is i like to [4:03] tie this tie this increase Promise of Values [4:06] to a promise of values okay now what i [4:08] mean by that is [4:10] i want to tie this to values that i [4:14] ascribe to that no one can contest so i [4:16] can say [4:16] i have made this promise to you and with [4:18] integrity i can no longer provide the [4:20] level of service [4:21] uh that i have promised unless we do [4:24] these things because i will not stand [4:25] here in this marketplace and say that we [4:26] are the best at xyz [4:28] unless we do these things and the only [4:30] way for me to do these things is for us [4:32] to have a corresponding [4:33] increase in price all right now mind you [4:35] when you're communicating the price it's [4:37] also important to communicate the price [4:38] in a way that's you know attractive so [4:40] you want to say hey it's going to cost [4:41] you [4:41] five thousand dollars extra a year you [4:43] would say it'd be better to say [4:44] uh it's going to cost you an extra 100 [4:46] bucks a week right sounds like a lot [4:48] less [4:48] right you could even break down even [4:49] more and say it's 15 bucks a day it [4:51] depends on you know who we're talking to [4:52] and what level of service you have [4:54] but you can break it down to weekly or [4:55] break it down to daily and that's why [4:57] insurance quotes people in days it's [4:58] only a dollar a day right [5:00] um so that you can do this and it will [5:02] minimize what the perceived cost is so [5:04] ideally you want to maximize by saying [5:06] this is all the stuff we're doing that [5:07] we you didn't even know about [5:08] this is the stuff we want to do that's [5:10] even more than that and this is how [5:11] little it's going to cost you and the [5:13] reason we must do this is so that i [5:15] can maintain my integrity to you and the [5:17] promise that i've made you [5:19] i'm fervid that this is something i'm [5:21] planning my flag here is that i demand [5:23] to be the best in the marketplace and [5:24] for us to do this we must continually [5:26] invest and for us to do that [5:28] like this is what is required right and Perspective [5:30] then and here's what's cool [5:32] is that i like to add a little ps at the [5:33] end and that little ps [5:35] is to give perspective all right and [5:37] what i do here is i say [5:40] if this is going to materially affect [5:41] your life if you're not going to be able [5:42] to pay your mortgage you're not going to [5:43] be able to buy groceries for your kids [5:44] please reach out to me [5:46] um and we can figure something out and [5:47] so by saying that you automatically [5:49] perspective to everyone that listen no [5:51] one's gonna go homeless over this thing [5:52] right no one's gonna lose their house [5:53] because we're raising the price of our [5:55] xyz right right [5:57] but we open the door for discussion for [5:59] the people who feel obligated or feel [6:00] the need [6:01] to do this now if you make an [6:02] announcement like this which i recommend [6:04] you doing via video and via direct mail [6:06] you want to make it and then also turn [6:07] the comments off on whatever the post is [6:10] because believe me [6:11] you don't want to deal with that as you [6:12] just say hey i don't want this to be you [6:14] know a gossip form if you have anything [6:15] just bring it through me directly [6:17] out of respect for you i want to deal [6:18] with these you know face to face and not [6:20] over the keyboard right [6:22] and so it's an easier way to also manage [6:23] and mitigate any kind of negativity that [6:25] happens and believe me [6:26] if you raise your prices you're going to [6:28] have people who are going to be squeaky [6:28] wheels and it's in their best interest [6:30] to get you to not raise the prices so [6:31] just don't chicken out [6:33] once you commit to it stick with it all [6:35] right because i'm telling you if you [6:36] raise your price like i just told you if [6:38] you have a 25 [6:38] margin and you raise your price by 25 [6:40] you double your profit [6:42] all right so i told you i lost a third [6:43] of my customers but that's because i [6:45] tripled my price [6:46] and most businesses don't realize how [6:49] much of a pain it is to find [6:50] another one of your business and so if [6:52] you can capitalize on that and you can [6:54] usually eke out [6:55] an increase in in revenue and profit as [6:58] a result [6:59] you will be far out rewarded by making [7:01] that change and the people who do leave [7:03] are usually your worst customers and [7:04] you've been wanting to get rid of them [7:05] anyways and this gives you a great time [7:07] to do it [7:07] so if you're going to raise your prices [7:09] this is the way that i do it to existing [7:10] customers [7:11] i write a letter i tell them you know [7:13] why i'm set i'm setting the stage for [7:14] why we're doing this i tell them all the [7:16] things that we're currently doing that [7:17] they don't know that we're doing [7:19] and you probably do tons of stuff it's [7:20] good to list the stuff out then you tell [7:21] them about the future of what's going to [7:23] happen what the benefits are going to be [7:24] to them to what they're about to enjoy [7:26] and how that's going to impact them in a [7:28] real way in every single time they see [7:30] you they experience your business they [7:31] interact with [7:32] you and what benefit of the benefit is [7:34] going to occur and then finally i like [7:36] to end with [7:36] values and perspective all right so [7:38] probably values are right here [7:40] so values is kind of the wrap up so just [7:42] consider that 3.5 sorry [7:44] 3.5 right and then you have your wrap up [7:47] which is hey [7:48] big picture this isn't going to make you [7:50] or break you you're not going to go [7:51] homeless because of this but if you do [7:52] have something that's going to [7:53] materially affect you because you have [7:54] that anchor it makes it very easy for [7:56] you to have that discussion [7:57] right and so if you have to raise your [7:59] prices this is how i recommend doing it [8:00] i actually have the exact letter [8:02] that we send out for for gyms in my book [8:04] if you want to grab it you can [8:06] i promise you it's not how i make my [8:08] dollars but you can get that alex's [8:10] book.com if you're curious [8:11] otherwise keep being amazing um keep [8:13] being awesome i made this channel [8:15] so that uh a lot of people are broke and [8:18] i don't want you to be one of them [8:18] that's why i made this so keep being [8:20] awesome i'll see you guys on flipside [8:21] bye

===FILE=== HA_RUliOGhY - There’s a Fixed Amount of Attention in the World.txt
https://youtu.be/HA_RUliOGhY
There’s a Fixed Amount of Attention in the World

[0:00] There's these zero- sum dynamics in some [0:02] of these industries. In sports, there's [0:04] one champion. [0:05] You know, Olympics, there's one [0:06] Olympian, but you seem to think that [0:08] there's kind of this winner take all in [0:11] in many of the things that you do. Why [0:13] is that? [0:15] I think in I think it depends on goal [0:18] size. If you want to, you know, make a [0:21] million dollars a year as a lawn care [0:22] person, you don't really need to worry [0:23] about your competition. Like, you just [0:25] need to go find 200 houses that'll pay [0:26] you whatever the math is to get a [0:28] million dollars a year. like it's not [0:30] it's not crazy complicated, right? 400 [0:32] bucks a month. [0:33] Um, [0:34] but [0:37] in the open AI world, right, like [0:40] there's probably going to be one model [0:42] that ends up, you know, winner take all [0:44] or it'll just be like Pepsi and Coke, [0:45] but there's there's not going to be a [0:46] ton. [0:47] Um, I don't know, like [0:50] I guess if there's a network, you know, [0:52] effect that's going to occur, then it [0:53] makes sense to kind of like get market [0:55] share. Um I guess in the marketing world [0:57] you could call it maybe be attention [0:58] share but the so there is a fixed amount [1:01] of attention um like in the world take [1:03] eight billion bill people times 24 hours [1:05] or times the number of hours they're [1:06] awake like there's there is that much [1:07] attention right and I think technology [1:10] has just increasingly put advertise has [1:13] stolen [1:14] attention from IRL you know in real life [1:18] like friends and family [1:20] um and put it in a place that you can [1:21] advertise um and so from that's what I [1:24] think from an attention perspective [1:25] there like there is do we know what that [1:27] number is? No. But it there is a there [1:29] is a number and it is finite. Um and so [1:33] does somebody watching my video preclude [1:35] them from watching your video? No. [1:39] Because they could watch both videos. [1:40] But if they only have an incremental 10 [1:43] more seconds that they're going to watch [1:45] one business clip then in that instance [1:48] the person who has Right. And so that's [1:50] that's kind of how how I think through [1:52] it overall. But I just I think about a [1:54] lot of life in in percentage like [1:56] likelihoods. How how likely is this to [1:58] see the likelihood that this thing that [1:59] I want to have happen occurs? And so [2:02] that's that's basically all I do is I [2:03] just try to make bets. Real quick, if [2:05] you're a business owner and you are not [2:07] growing as fast as you'd like, I'd like [2:08] to give you a free gift. So my team and [2:10] I put together the $100 million scaling [2:13] roadmap, which is basically 200 hours of [2:15] us looking over all the portfolio [2:16] companies we've had and what stages of [2:18] growth they went through and more [2:20] importantly where they got stuck and how [2:21] they got past it. And so we broke it in [2:23] these 10 stages and we made this little [2:25] kind of quiz thing where if you put in [2:27] your business information, it'll tell [2:28] you where you're at and the most [2:29] important part for you, what to do for [2:31] each of functions of the business across [2:32] product, marketing, sales, customer [2:34] success, recruiting, IT, human [2:36] resources, and finance. And so no matter [2:38] what you're struggling with, someone [2:39] else has already struggled with it and [2:41] solved it. And so I'd like to give you [2:43] this thing absolutely free. You can go [2:44] to acquisition.com/roadmap, [2:46] plug in your business information, and [2:47] if you want us to actually help you [2:49] deconrain the business and you're trying [2:51] to scale, we'd love to help you out on [2:53] the thank you page. You can just book a [2:54] call with my team and we will look at [2:57] the business, see if we can help. And if [2:58] we can, we'll invite you out to Vegas [3:00] and we'll do this in person live.

===FILE=== HSe9Rp7ka9g - The Middle Is Where the Race Is Won.txt
https://youtu.be/HSe9Rp7ka9g
The Middle Is Where the Race Is Won

[0:00] Why do you think human beings [0:02] systematically [0:03] underappreciate how long it takes for [0:05] them to be successful? [0:06] I think it's because time is actually [0:08] really difficult to observe. So, if you [0:10] think about like [0:11] [snorts] [0:11] um I've been thinking about this a lot [0:13] with regards to like why is it that when [0:14] people come in person and work with [0:15] Leila and I the the speed of behavior [0:18] change is so rapid and they're a they're [0:21] able to assimilate traits very quickly [0:24] from us whereas remotely it's more [0:26] difficult [0:27] and I think it's like like for example [0:29] consistency is something that's [0:30] incredibly important for most human [0:32] endeavors but you can't witness [0:34] consistency unless you're with someone [0:36] consistently [0:38] right like if you see someone practic [0:40] like you can't do a montage of [0:41] consistency. You can't really experience [0:43] it um in 10 seconds. It actually has to [0:46] like you have to experience consistency [0:48] with time. And I think that's why it's [0:50] so hard because the parts where people [0:51] take pictures are the beginning and the [0:53] end, but the middle is where the race is [0:55] won and that's on your own. And I think [0:58] that's why it's so hard for people to [0:59] transfer, like for that skill to [1:00] transfer, which is why sometimes it's [1:01] like, you know, I learned this from my [1:02] dad. I just saw him every single day [1:03] just going in because like that kind of [1:04] proximity is I think the only thing that [1:06] gives you kind of a window into the [1:08] reality. Real quick, if you're a [1:10] business owner and you are not growing [1:12] as fast as you'd like, I'd like to give [1:13] you a free gift. So my team and I put [1:15] together the $100 million scaling road [1:17] map, which is basically 200 hours of us [1:19] looking over all the portfolio companies [1:20] we've had and what stages of growth they [1:23] went through and more importantly where [1:25] they got stuck and how they got past it. [1:27] And so we broke it into these 10 stages [1:29] and we made this little kind of quiz [1:30] thing where if you put in your business [1:32] information, it'll tell you where you're [1:33] at and the most important part for you, [1:35] what to do for each of functions of the [1:36] business across product, marketing, [1:38] sales, customer success, recruiting, IT, [1:40] human resources, and finance. And so no [1:42] matter what you're struggling with, [1:44] someone else has already struggled with [1:45] it and solved it. And so I'd like to [1:47] give you this thing absolutely free. You [1:48] can go to acquisition.com/roadmap, [1:50] plug in your business information, and [1:52] if you want us to actually help you [1:54] deconstrain the business and you're [1:55] trying to scale, we'd love to help you [1:57] out on the thank you page. You can just [1:58] book a call with my team and we will [2:01] look at the business, see if we can [2:03] help, and if we can, we'll invite you [2:04] out to Vegas and we'll do this in person [2:06] live.

===FILE=== HTgVjHO55Fs - Experts Without Influence Are Just Authorities.txt
https://youtu.be/HTgVjHO55Fs
Experts Without Influence Are Just Authorities

[0:00] Uh, partnering with an influencer is a [0:01] strategy a lot of people are using, but [0:02] what about partnering with someone who [0:03] is an expert and has a course that has [0:05] worked, but they don't have a following. [0:06] Is it worth it? Um, [0:09] tough [0:11] because I mean you can because if you [0:14] think about this as you assembling a, [0:17] you know, a business for school like [0:19] there's the stuff inside and then [0:21] there's the advertising. Ideally, one [0:23] partner can bring both. And so with this [0:26] person, I wouldn't like they probably [0:28] want more than they really bring value [0:30] to the table. It's probably because [0:31] they're inexperienced from the business [0:33] side. I'm just gonna make a guess here. [0:35] So, I'd rather this is like [0:38] experts without influence are just [0:40] authorities, which is like okay, but you [0:43] like I if I had to pick between somebody [0:44] who had uh lots of traffic and not a lot [0:47] of authority and somebody had a lot of [0:48] authority and a lot of traffic, I would [0:50] rather have somebody has a lot of uh [0:51] traffic because then I could figure out [0:53] something that they that there would be [0:55] valuable that they could provide to a [0:56] community. Sometimes when somebody just [0:58] says a lot of traffic, just access is is [1:02] enough.

===FILE=== HaCf4VlnDLw - How to Get More Leads in a Local Service Business.txt
https://youtu.be/HaCf4VlnDLw
How to Get More Leads in a Local Service Business

[0:00] I sell uh outdoor lighting to [0:01] homeowners. We do 880,000 revenue. About [0:04] 40% is in the holiday season. Yeah. [0:06] Doing Christmas lights. [0:08] Um basic the problem is we don't have [0:11] enough leads in the not holiday light [0:13] time of year. [0:14] So um the first half until basically now [0:17] I fixed this business so many times. Do [0:19] you want to just walk you through it? [0:20] Yeah, for sure. [0:20] Okay, cool. Um, [0:23] so basically you have you have one kind [0:25] of existential uh decision that you need [0:27] to make, which is are we going to be [0:28] full-time lighting, which there's [0:29] nothing wrong with that. Look at the [0:30] Halloween store like they're open two [0:32] months a year and they just murder it [0:34] and that's all they do, right? [0:35] The alternative is that you basically [0:37] have [0:38] um a home team that goes from lawn care [0:42] and other home services to uh you know, [0:46] lighting because the the lawn care guys [0:48] have the equal opposite issue. They're [0:49] like, "Okay, well there's grass that's [0:50] growing nine months of the year and then [0:51] it's holiday season and what do my guys [0:52] do for three months or four months [0:53] depending on whatever geographic area [0:55] you're in?" Right? And so, um, [0:58] I tell you which one I prefer. I prefer [1:01] the keeping the holiday season business [1:04] year round. And I'll explain why, but [1:06] either option works. I just want to be [1:08] really clear about that. [1:09] I like thinking about it. How many [1:10] months of the year are you doing the [1:11] lights? Three. [1:12] Yep. 45 days basically. [1:14] Yeah. So instead of so the way I think [1:17] about it is how can I take how can I [1:19] equip my existing team with as many [1:21] skills as possible so that the other 10 [1:23] months of the year all they're doing is [1:25] getting business and so like the perfect [1:26] business in the world is you sell all [1:28] year and then you only have to deliver [1:30] for this much. It's an amazing business. [1:32] You just collect cash all day long. [1:34] Collect cash, collect commitments, [1:35] collect cash, collect commitments all [1:36] year round and then you boom and you [1:38] basically earn the living over the next [1:40] 45 or 60 days and then you go back into [1:42] the sales cycle. And so that's one way [1:44] of doing it. I like that because it's [1:46] such a simple like you just have to [1:48] think about one thing for 10 months [1:49] which is marketing and sales. [1:50] Yeah. [1:51] And that gets pretty nasty and the cash [1:52] flow is really good. The alternative [1:54] obviously is you're like okay well these [1:56] guys don't have these skills which then [1:58] begs the next question is what type of [1:59] talent would I need to facilitate model [2:01] A versus model B. Right? If you have [2:03] model B which is maybe maybe have lower [2:06] skilled people who work for you right [2:07] now. [2:08] Uh then it's like okay can I buy some [2:09] lawnmowers? Can I buy some landscaping [2:12] stuff so that I can give them something [2:13] to do for the other nine months of the [2:14] year? [2:15] Yeah. So, we were doing lawn care and [2:17] picked up Christmas lights to fill that [2:19] gap. Well, where I live in October, you [2:21] have to do both. So, I got rid of the [2:23] long hair. [2:24] Okay. [2:24] Well, just to do just Christmas [2:26] and you made better margins and all that [2:27] stuff. [2:27] Yeah. Yeah. Yeah. So, that was awesome. [2:29] So, what we're doing now is project [2:31] based permanent lighting jobs with the [2:33] exact same team. So, we can literally [2:35] just shut it down as soon as Christmas [2:37] time starts. [2:38] Cool. So, I guess where I'm what you're [2:40] saying would be just sell Christmas all [2:43] year, which is like really hard to sell [2:45] this time of year. Really like super [2:48] easy to get leads in Christmas. [2:49] Yeah. [2:50] So, my thought was sell permanent lights [2:52] and then also 50% of them still get [2:54] Christmas lights. [2:55] Um, but [2:56] why not do that? [2:57] That is what I'm doing. [2:58] Well, great. [2:59] Well, so the the problem is the leads [3:01] problem. [3:01] Okay. [3:02] So, I'm running out of Christmas light [3:03] customers to sell landscape lights to [3:05] because that was the natural first, like [3:06] easy to get them. Well, [3:08] I'm running meta ads. [3:10] Um, [3:11] so lead gen for permanent lights. Okay. [3:12] Yeah, exactly. Is the problem. So, [3:14] what I'm trying to figure out is is the [3:16] problem like lead magnet issues or [3:18] landing pages issues is where I'm at, I [3:20] think. [3:20] Right. So, now we're now we're in the [3:21] meat of it. Great. [3:22] Yeah. Yeah. [3:22] Uh, no, I'll bet you that the crate is [3:24] probably not that good because I think [3:25] it's a pretty easy thing to sell. [3:26] Yeah. [3:27] The permanent lighting. Like, you just [3:28] show a house before and after. You show [3:30] the dark [3:31] before and after. Like, [3:32] oh, look, lights. [3:34] Nice thing. It's very visual. Hey. [3:35] So, I actually think that I actually [3:36] think that the ads is probably the [3:38] issue. What's the lead magnet you're [3:39] offering right now? [3:40] Uh, we come to your house, do a free [3:41] demo so you can see how it looks. Yeah. [3:42] Yeah. Um, I'd probably try and enhance [3:45] that offer. [3:46] Um, the nice thing is in local markets, [3:47] it's very offer driven. [3:49] Um, and so [3:53] I'd have to think more than three m, you [3:54] know, two seconds about it. Um, because [3:56] it'll be the front end of the whole [3:58] business. Um, but it would probably be [4:00] some element of like [4:03] some amount of lights that come for [4:05] free. Uh, so like like I think something [4:07] that would murder would be like can I [4:10] light someone's like not their deck but [4:13] like maybe their the side like from the [4:15] sidewalk to the house or can I just [4:17] light the driveway like some small [4:19] element. So, we talk about in the in the [4:21] leads book. Um, a lead mag can either be [4:24] a trial of something. It can be one part [4:26] of a multi-step process. Um, [4:29] uh, or it can be a third thing. [4:33] But for yours, I think the Thank you. [4:36] Uh, one step in a multi-step process. [4:37] That's why I wrote I wrote it down so I [4:38] don't have to remember it. Uh, [4:41] um, but I think, uh, like if I can if I [4:43] wanted to because like I'll I'll prefer [4:45] to start with a banger offer and then [4:47] add friction. Uh because the thing is is [4:49] like you can say I'm going to give this [4:50] away but you don't have to give it away [4:52] to everybody. You can say I only give it [4:53] away to houses that are over X and you [4:56] can have people put their address in and [4:58] then run an API to Zillow, look at home [5:00] value and then rank order the leads [5:02] based on value of home and then [5:04] basically prioritize those leads ahead [5:06] of time. And so you can go to those, you [5:07] know, those houses first and probably [5:08] sell much bigger bigger packages [5:10] overall. But I think that like [5:13] if I'm struggling to get leads, I just [5:15] need them to say they want lighting. I [5:17] don't really care how they say they want [5:19] lighting. Yeah. [5:19] I just need them to say they want it and [5:21] then the sales process takes care of the [5:22] rest. [5:24] Cool. [5:25] Do you like that? [5:27] I'm just trying to process. Yeah. Yeah. [5:28] Like how that would go. I mean, you're [5:30] 100% right. That's the problem is people [5:32] once they say they want lighting, [5:33] selling it is easy. [5:34] Yeah. [5:34] So, I just got to get them to say it and [5:35] put their phone number. [5:36] Exactly. So, give them a crazy So, give [5:37] them a much better offer than I'll give [5:38] you a free sales pitch. [5:39] Yeah. Yeah. Yeah. Yeah. [5:41] No, I'm just being real. Like, that's [5:42] So, fundamentally, that's it. I think [5:44] you saying like we'll we'll do the [5:46] install for free. You just cover the [5:47] cost of the lights. [5:48] Mhm. [5:49] For this tiny amount. See how I'm [5:51] developing it now? I like it. All right. [5:53] Now, you can put the markup on the [5:54] lights and put zero on the labor. It [5:55] doesn't matter either way. You just [5:56] basically mix and match how you're uh [5:58] showing the money. [5:59] And that way, you'll still break even on [6:01] that first thing and you'll just know [6:02] that one out of two or whatever it is [6:04] who buy the first thing buy the 10 times [6:06] bigger package. [6:07] And then that's just math. [6:08] Cool. That's it. I like that. [6:09] I like that too. [6:10] Awesome. Thanks. [laughter] [6:12] If you're a business owner and you are [6:14] not growing as fast as you'd like, I'd [6:15] like to give you a free gift. So, my [6:17] team and I put together the $100 million [6:19] scaling road map, which is basically 200 [6:21] hours of us looking over all the [6:22] portfolio companies we've had and what [6:24] stages of growth they went through and [6:26] more importantly where they got stuck [6:28] and how they got past it. And so we [6:30] broke it into these 10 stages and we [6:31] made this little kind of quiz thing [6:33] where if you put in your business [6:34] information, it'll tell you where you're [6:35] at and the most important part for you, [6:37] what to do for each of functions of the [6:39] business across product, marketing, [6:40] sales, customer success, recruiting, IT, [6:42] human resources, and finance. And so no [6:44] matter what you're struggling with, [6:46] someone else has already struggled with [6:48] it and solved it. And so I'd like to [6:49] give you this thing absolutely free. You [6:51] can go to acquisition.com/roadmap, [6:52] plug in your business information, and [6:54] if you want us to actually help you [6:56] deconstrain the business and you're [6:58] trying to scale, we'd love to help you [6:59] out on the thank you page. You can just [7:01] book a call with my team and we will [7:03] look into business, see if we can help, [7:05] and if we can, we'll invite you out to [7:06] Vegas and we'll do this in person

===FILE=== HlK_MeYWKEs - Helping a $60M real estate agency break its income ceiling.txt
https://youtu.be/HlK_MeYWKEs
Helping a $60M real estate agency break its income ceiling

[0:00] four years, two months, and about six [0:03] days. You told me to stop running my [0:06] real estate lead generation agency [0:09] because I sucked at it. [0:12] I took your advice. I listened. [0:14] I was feeling sassy. [0:16] It was It was good advice because since [0:18] that time, I've sold about 125 million [0:21] in real estate. [0:24] Now, yeah, [0:26] you you told me to come back and then [0:28] figure out the small Yeah, [0:30] you know, media agency again. Have no [0:33] interest in doing that. I actually found [0:34] that [0:35] I'm a lot better at selling real estate [0:37] than running the agency. [0:38] Yeah. [laughter] [0:40] So now what I have done, I've kind of [0:41] found a niche because it's another piece [0:44] of advice that you told me to figure [0:45] out. And then the third thing is you [0:47] told me to go find rich people, figure [0:50] out their problems and solve them [0:51] because they pay a whole lot better. [0:52] Yeah. [0:53] So I started specializing in figuring [0:55] out how I can leverage the tax code [0:57] while helping them acquire real estate, [1:00] figuring all the different loopholes by [1:02] leveraging real estate to offset their [1:03] taxes. So I specialize with high income [1:06] WD uh workers or you know business [1:10] owners get them real estate. Now the [1:13] business has kind of evolved and has [1:14] been doubling every year. We're on pace [1:16] to do about 55 almost 60 million this [1:19] year. kind of crazy to put things into [1:22] perspective two and a half 3% that's [1:24] what the revenue would be. Yeah. [1:25] So division one is the acquisition it's [1:28] about a million two million three then [1:31] we have a setup business where we set up [1:33] the the investment properties for them [1:35] Airbnbs. [1:37] Either I got to raise prices or do [1:39] something else because I have like 90 [1:40] almost 95% closing rate. Um, so we are [1:43] doing about another two 300k there [1:46] and then we have the full done for you [1:48] management on the back end and that's [1:49] packaged on as an offer [1:52] after speaking with Ed and a few other [1:54] things. I'm trying to figure out am I [1:56] killing off baby here and keeping the [1:59] main thing the main thing like you told [2:00] me back four years ago we're trying to [2:01] figure out how to pivot because the [2:03] continuation I know some of my really [2:06] high income earners the people that have [2:08] the million2 million dollars in taxes to [2:10] offload [2:10] Yeah. They don't want to set up the [2:12] properties. They don't want to manage [2:13] them. They don't want to do anything. [2:14] So, they definitely do buy because of [2:16] that turnkey method. [2:19] So, I'm at this crossroads of do we [2:21] double down [2:22] or I'm capped like how do I go from 60 [2:26] to 100 when I have other people in my [2:27] office working with sirant [2:29] doing 300 400 million just selling a [2:32] higher ticket item, right? five10 [2:34] million properties as opposed to million [2:36] two three four million dollar properties [2:37] like I am right now [2:39] to try and figure out where to go next. [2:41] So just to give context on this uh when [2:43] Allen was our our software company uh we [2:46] served white label for you know social [2:48] media marketing agencies. So Peter was [2:50] helping realtors get leads to sell [2:53] houses and for like six months he would [2:55] hop on I'd do like a call every week or [2:57] whatever and he would hop on and he'd be [2:59] like god these realtors suck. they don't [3:01] work their leads, you know, all of all [3:03] of this stuff. And six months he was [3:05] basically flat with revenue. Um, [3:07] and I was like, have you ever worked [3:08] your own leads and like actually seen [3:11] because you're not a realtor. I was [3:12] like, "Have you ever worked your own [3:13] leads and seen if they're actually any [3:15] good at all?" Um, and he ended up having [3:18] a partner there that, you know, fell off [3:19] who was the realtor who was going to be [3:20] like the expert in the space and he was [3:21] just going to run the ads and then it [3:23] was just him. And so we had a little bit [3:25] of a heartto-he heart moment where I was [3:26] like, "Listen, man, it's been six [3:28] months. like nothing has changed because [3:30] like something has to change and so why [3:32] don't you just like actually get good at [3:33] real estate and then if you want to [3:35] visit this back once you go crush it in [3:37] real estate this door will always be [3:38] open because you you still have the [3:40] skills right you can always come back [3:41] and so that is the the fool of the other [3:44] side of almost get emotional about it [3:46] but like very cool man very cool um okay [3:50] so let's let's scale this thing so um [3:53] big picture we have [3:55] you've this Airbnb thing right so is [3:58] that like how many of the people that [3:59] you're selling right now need this [4:00] Airbnb as the as the way as the reason [4:02] that they're they're buying from you? [4:05] So, out of the 70some deals that we'll [4:07] do because nothing is set in stone [4:10] because I'm still closing deals [4:11] literally as sitting at this event. [4:13] Um I would say probably about 90% are [4:15] buying it for tax purposes. So out of [4:17] the 55 million probably like 35 almost [4:20] 40 is quarter four numbers. Yeah. [4:22] So like my business is so heavily [4:24] stacked in the back end of the year it's [4:25] kind of crazy. Yeah. [4:26] So if I can do that volume in one [4:28] quarter, like what can I do in four? [4:31] Yeah. So, but so you have this. Okay. [4:34] So, a couple considerations is like I'm [4:37] seeing path one is you could say I want [4:40] to build a compounding vehicle around [4:41] this Airbnb thing. You could just [4:43] straight raise money and do it. That is [4:46] that is a path. Be like, I'm going to [4:47] raise a fund. We're going to do Airbnbs [4:48] and this is the arbitrage we're playing [4:49] with. That's an option. Another option [4:52] would be um for these people like you [4:56] could obviously raise the prices because [4:57] if you're closing 95% then like the off [4:59] like the offer is great so like we need [5:01] to go like way up and the price would [5:03] probably just be the percentage of you [5:04] know the the management fees and [5:05] whatnot. [5:06] Yeah. The done for you is 10 grand but [5:08] it should be really like 20. Where I [5:10] really make the money is the commission [5:11] on the actual deal. [5:13] Yeah. [5:14] And then the management is at 15% which [5:16] is about 5 to 10% below where we should [5:18] be. Yeah. But they make more money which [5:20] then gets them to transact with us [5:21] again. And I have people that bought [5:23] three, four, five, six properties. Like [5:24] I just got a guy who bought four back. [5:26] But is the is the limitation of the [5:28] business that you can't handle more ops [5:29] on the Airbnb. [5:32] So I'm I'm getting to this point where [5:33] we have about 60 that are up and live [5:36] and I keep expanding the team. [5:38] Yeah. [5:38] I hate that business. if somebody were [5:41] still willing. [5:41] Any reason you can't just like work with [5:43] somebody who does this and just give it [5:46] to [5:46] So that's what initially happened last [5:47] year around November. The property [5:49] manager quit said, "I'm done. I'm out. [5:51] Here's 20 properties. Do whatever you [5:53] want with them." So then I went and I [5:55] actually got one of my clients who [5:56] bought an Airbnb with me who was doing [5:58] Airbnb arbitrage. [5:59] Kind of brought them in. [6:01] I made a deal and I'm they they [6:04] take twoird of the revenue and I take a [6:06] third. So like for me to make a 100 [6:08] grand [6:08] Yeah. on years worth of work when I can [6:10] only close two deals. Like it just makes [6:12] no sense. [6:13] So I was thinking about figuring out if [6:15] I can pawn it off and partner. [6:17] A lot of my clients what I'm noticing [6:20] the management is always the the wild [6:22] card, the weakest link because if the [6:24] management doesn't do well, they don't [6:26] come by again. [6:27] But if everything turns, [6:30] we see uptake on obviously the sales. [6:34] So, I'm looking at trying to see if I [6:36] can partner up without letting go of the [6:38] control. But on the management side of [6:40] the business, there's also we by [6:43] accident built a cleaning company really [6:45] like not directly, but we have cleaners [6:48] who went from like 10 properties to and [6:50] scaled with us and obviously I helped [6:51] them build that. So, it's [6:53] now it's all of a sudden it's [laughter] [6:56] going into way too many directions and [6:57] trying to keep the main thing which is [6:59] what you told me, sell more real estate [7:00] or sell high price real estate. I would. [7:02] So, um, [7:05] just because you don't have legal [7:07] control doesn't mean you don't have [7:09] leverage. [7:10] Oh, yeah. I know. [7:11] Right. And so, [7:14] I I do think that what you're probably [7:16] looking for is a partner, not like in [7:19] your business, but basically somebody [7:21] who can just manage this full-time and [7:23] then just say like, I'll give you a [7:24] 100%. You know, I mean, like you're 30% [7:26] or whatever. Like, yeah, I see that as [7:28] not a deal provided you don't have [7:30] to do anything. So, I'm all for getting [7:32] paid for not working. I don't want to [7:34] get paid a small amount if I am working. [7:37] Basically, the CEO, like everything has [7:39] to run through me, even though he does [7:40] like 80% of the work, I'm [7:43] the clients call me when goes [7:45] wrong, [7:46] right? Um, right. You're the one who who [7:48] passed who passed on the relationship. [7:50] Um, I think that if you just position it [7:52] as like, well, would they buy they would [7:54] still buy from you presumably, right? if [7:57] they if the management goes well [7:59] like I tried the here's my partner Ken [8:01] here's my partner whoever Todd you know [8:04] yeah yeah [8:05] and I but they're like oh well is this [8:07] all under you so it's kind of it's [8:09] definitely easier sale when I say it's [8:11] where it's all interconnected under the [8:13] same roof [8:13] yeah yeah [8:17] [sighs] [8:18] so then I'm trying to figure out is how [8:20] much of my front-end sale [8:22] Yeah [8:23] is actually [8:25] attributed to us being able to set up [8:27] the property. Yeah. [8:28] And then managing like our property [8:30] skill. [8:31] You could always just like sell [8:32] properties without it and see what [8:33] happens. [8:34] So I So I did the first year we did [8:36] about 10 [snorts] 12 million then we [8:37] went to 24 then 36 now we're at 55. So [8:41] last year [8:41] but you have but you included the Airbnb [8:42] in the beginning or just recently? [8:44] No. So last year basically last [8:46] November. Yeah. [8:47] I had people asking me can you just help [8:48] us set it up and they would just waste [8:50] my time. Well [8:50] so this is recent. So, you did 24 [8:53] million before like per anom before [8:55] adding this in. [8:56] Yeah. [8:57] Yeah. I think you should probably just [8:58] go sell more houses being real. [9:02] No, for real. I think you should just [9:03] sell more houses and then just have an [9:04] intro. Like it's like I can make some [9:06] introductions as management companies. [9:08] But the core thing is they need to buy [9:09] the real estate to get the depreciation [9:10] or whatever, right? Whatever you know [9:11] thing you you figured out. [9:13] Um, so that's the like the core thing is [9:15] they want to get the money off the [9:16] books, which is why Q4 is such a big, [9:18] you know, thing they push, [9:19] right? And so having the management to [9:21] me feels like it's gravy rather than [9:24] like the core thing is like I have to [9:26] spend this money or I will pay taxes on [9:28] it and I will own an asset that because [9:31] I'd be like I've got a suite of five [9:32] different guys that are management [9:34] companies like they can do this. I'm the [9:36] one who gets you good properties and I [9:37] will find you a good deal on the [9:38] property because if you buy right it [9:40] makes it gives you a lot more padding on [9:42] the back. [9:42] Yeah. Yeah. So, like when we had the [9:43] partnerships, the issue that I ran into [9:45] is that the guys would do a job and [9:47] then I would get the phone call. Can you [9:49] manage this? [9:49] I think but it's like I think all of [9:51] that comes down to expectation setting. [9:54] So, if you're having the conversation [9:55] with them and you're like, listen, if we [9:57] buy right, you're going to save like you [9:58] will you get an instant 58% increase on [10:01] the money that you don't pay taxes on. [10:02] Yeah. [10:03] Right. So, like no matter what, we get a [10:04] 58% increase on free money. [10:07] That's what I can deliver. I can [10:09] introduce you to some people. [10:10] everything's hit or miss and like the [10:12] management's up to them. Now, that's [10:13] part of the like that's part of what [10:14] you're getting to, but if you're good to [10:15] lock in the 58, let me go get you a [10:17] house and I'll make sure I buy it below [10:18] market, blah blah blah blah blah. I [10:19] think you could still do the pitch. I [10:21] think it's all about just how you set [10:22] the [10:23] the expectation up front. [10:24] So, a lot of the leads that are coming [10:26] in is through my strategic partners. [10:28] Like, I go I speak around the country, I [10:30] get on stages, right? And room full of [10:32] people typically CPAs, accountants, tax [10:34] advisors. [10:36] I've been thinking about going direct to [10:39] consumers. So instead of finding the [10:41] CPAs and speaking going directly to hey [10:44] are you a high income earner W2 whatever [10:47] is that the wrong tree to bark at [10:50] because I don't want to be dependent on [10:51] those strategic partners like we we I [10:53] definitely identif [10:55] I have like three or four [10:56] okay that is a little dependent I mean I [10:58] think I think it was the right strategy [10:59] I think you just need to do [11:02] way more I think it's more like how do I [11:04] get like 30 or 40 and so I think part of [11:06] the reason that you've been bending over [11:07] backwards is because you need the deals [11:10] that they give you rather than like if [11:12] you had 30 or 40 of these CPAs, they'll [11:15] send you customers and you'll be like, [11:16] "Listen, this guy wants a shitload of [11:19] stuff. I can I will get these guys the [11:20] houses they need and we'll, you know, to [11:22] to to get the the the the tax treatment [11:24] that they are looking for and you'll be [11:27] able to turn down some business that [11:29] doesn't require this backend thing in [11:31] order to close the deal." So, it's like [11:32] maybe you lose 25% of your business um [11:35] by not having to deal with all this [11:36] headache and just saying like I can make [11:38] intros but like I'm not associated but I [11:40] can do the core economic arbitrage which [11:42] is the first sale [11:44] which inadvertently will help us make [11:45] more money because I can go sell more. [11:47] Yeah, you can focus. And I think that if [11:48] you if you had all the time back from [11:50] all this management and then [11:52] just said, I'm going to go from having [11:54] four CPAs to 40 by the end of the year [11:56] and we're going to run it the same way. [11:58] like you'll have 10x the lead flow and [12:00] assuming you close three out of four [12:02] instead of 100% because instead of a a [12:04] grand slam offer it's a home run offer [12:06] right um then you'll still have tripled [12:10] the business [12:12] and then would you change all the [12:13] marketing and all the [12:15] sorry 8x the business excuse me [12:16] all the outbound to just target the CPAs [12:19] or would you still have some for the [12:22] direct to consumer [12:23] well what percentage right now is coming [12:25] from the CPAs [12:26] I would say probably like 60 70% % [12:28] and the other third is from what [12:31] either word of mouth coming you know [12:33] recurring or literally people finding me [12:34] on Instagram after I haven't posted a [12:36] month right [12:36] yeah I think um I think the CPA is the [12:39] is the primary channel like you've [12:41] gotten 60% of your revenue from four [12:43] people I just think great how do we have [12:44] 40 or 400 to me that's the entire game [12:47] yeah and then the the the customers that [12:50] are coming back [12:51] they'll come back [12:52] they're they're they're either coming [12:53] back or they're referring us now at this [12:55] point because they know [12:56] but the like I see that as the repeat [12:57] business which let's just carve out for [12:59] sake of like where does new business [13:00] come from? 100% of new business comes [13:02] from the CPAs almost besides the one or [13:04] two that come from Instagram. [13:06] So if that's the case, the big point of [13:08] leverage in this thing is that each CPA [13:11] firm, let's say, is roughly worth 500 to [13:14] 750,000 a year in commissions to you. [13:17] So that's a lot of money per CPA firm, [13:18] which means you can get really [13:19] aggressive in attracting them um to send [13:22] you business. [13:24] And my margins on that business are like [13:25] 90%. Right. technically 88 because I got [13:28] to pay my broker, [13:28] right? [13:29] But I think that's the I think that's [13:30] the that's that's the way that I would I [13:32] would do it. Like if I were to attack [13:33] the business today, I'd lop this part [13:35] off. If I confident, which I am, that [13:37] you can sell houses without saying I [13:39] also do the management. I think you've [13:40] got the sales chops to do that. Um [13:42] you'll sell way more houses because [13:44] you'll get half your time back or more. [13:46] And you can take that time to go get [13:48] from four CPAs to 40 CPAs. That to me is [13:51] the game plan. [13:52] Awesome. Thank you as always. [13:54] Appreciate you, man. Congrats. four [13:55] years ago. You changed my life. January, [13:58] you changed your life. [14:00] If you're a business owner and you are [14:02] not growing as fast as you'd like, I'd [14:04] like to give you a free gift. So, my [14:06] team and I put together the $100 million [14:08] scaling road map, which is basically 200 [14:09] hours of us looking over all the [14:11] portfolio companies we've had and what [14:13] stages of growth they went through and [14:15] more importantly where they got stuck [14:16] and how they got past it. And so, we [14:18] broke it into these 10 stages and we [14:20] made this little kind of quiz thing [14:21] where if you put in your business [14:22] information, it'll tell you where you're [14:24] at. and the most important part for you, [14:26] what to do for each of the functions of [14:27] the business across product, marketing, [14:28] sales, customer success, recruiting, IT, [14:31] human resources, and finance. And so, no [14:33] matter what you're struggling with, [14:34] someone else has already struggled with [14:36] it and solved it. And so, I'd like to [14:38] give you this thing absolutely free. You [14:39] can go to acquisition.com/roadmap, [14:41] plug in your business information, and [14:42] if you want us to actually help you [14:45] deconrain the business and you're trying [14:46] to scale, we'd love to help you out on [14:48] the thank you page. You can just book a [14:49] call with my team and we will look at [14:52] the business, see if we can help, and if [14:54] we can, we'll invite you out to Vegas [14:55] and we'll do this in person live.

===FILE=== HxEQCHpZzHk - How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL.txt
https://youtu.be/HxEQCHpZzHk
How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL

[0:00] the last three companies I founded and sold grew so fast it felt illegal us Allen got to $1.2 million per month at the end of the first year Prestige Labs [0:08] got to $1.5 million per month by the end of the first year and gym launch got to over $2 million per month by the end of the first year I'm going to show you the [0:17] strongest growth levers I used to get these results so that you can too let's start with the first one which is nobody [0:23] knows you exist and if you're under $1 million in Revenue I can virtually guarantee that basically everyone on Earth doesn't know you exist and so the [0:32] first four hours of every day should be dedicated to solving that problem and going from obscurity to being aware and [0:38] so we do that by doing the core for more which is you have to do more Outreach cold or warm you have to make more content or you got to run ads but the [0:46] thing is is you don't need to do all of them you pick one you go all in and that's what you spend your first four hours every single day on now the reason that I talk about advertising more so [0:54] much is that advertising is a boom and if you're like what's a boom it's actually a term that I started using inter for our business which is a business order of magnitude change all [1:03] right and so fundamentally if you think about a business there are many things that you can optimize so you can increase your close rate by 10% you can increase your your conversion rate on [1:12] your on your optin page by 10% you can increase your email followup all of those things are optimizations and so the problem is with optimizations you [1:20] can only go to 100% they're capped but with advertising you can in a very real way 100x the amount of people who find [1:28] out about your business and one of the key that small business owners get stuck in is they get in this little optimization mouse trap where they're like I need to move this oh I I I I I [1:36] was at 10.1 1:1 and now I need to be at at 10.2 to1 it's like dude just get a 100 times the leads and your business will grow so here's what most people [1:45] think when they think about their given Marketplace so let's say you're a local dry cleaner all right you see that you're advertising on Facebook and so you see you have the whole pie and so [1:53] you're happy so that's just you then you have you plus one other person then all of a sudden you've got half of the pie [2:01] then it's you plus three other people in the marketplace and now you feel sad but the reality is the marketplace is [2:08] significantly bigger than you ever give it credit for there are so many humans on Earth this is what it looks like in reality you're actually only advertising [2:16] on one of four different methods and the way that you're doing it is only on one slice of the medium and then within that you have your tiny little quarter that [2:24] you're taking up and so the marketplace has so many different ways they can communicate using each of the methods of communication so for [2:32] example if I'm talking about content I'm like oh there's somebody else in my Marketplace who's marketing on Instagram Okay cool so there's that but isn't [2:40] there also other platforms you can do it on and don't you think that maybe there's enough people in your Marketplace to satisfy your business probably the amount of times that I [2:47] would have a gym owner for example who'd come to me and say hey there's this other guy in the marketplace who's now running Facebook ads I'm like you only need 200 people in your gym to be [2:55] incredibly profitable and right now the last time I checked you've got 1 million people in your city and so you just have to get 200 of them and so if there's 10 [3:03] others or 100 other gyms that are advertising your era even on the same platform you still just need to get [3:10] 0.002% of that audience to just come to you and so you think that as these people enter you're losing market share [3:18] but the reality is you're this tiny little spec and most people don't even know you exist so the next growth principle is instead of trying to beat [3:27] your competition shrink your competition Eminem has responded to hate in two ways publicly that I absolutely love so the [3:34] first is that when will frell confronted him about some things that Afrojack had said to him he said hey afrojack's been [3:41] talking trash do you have anything to say about it and Eminem just said who and then will faroh repeated the statement and then he just looked at him and he was like who and he was like okay [3:50] yep that's what I thought and so the first is I'm so big I can't hear him the secondary is that you kill them with [3:58] kindness right so either grow so big that no one can see them or hear them or you meet them where they're at on a different game which is you play on [4:06] kindness and Grace and so in 8 Mile Eminem tries to claim all of the flaws that he has so that no one else can say [4:13] anything and so I get hit on a lot not like that uh for talking about working a lot people are like that's not healthy [4:21] and of course I try to put disclaimers in every video I'm like do whatever you want right um I get uh hit on for like oh I think he's he's trying to make [4:29] money duh I try to say it all the time but people assume that I am trying to hide this from my owns of course I'm trying to make money I'm in business [4:36] that's the whole point I do this and that way if I always start with I'm here to make money when I do something nice then people are like oh well that was nice of him rather than me claiming that [4:44] I I have to be the Super kind whatever person and then when I try and make money people are like ah shake their finger at me like it's not good and so I [4:52] try and learn from mem and just take all of the negatives that I can think that somebody would possibly say and then just claim them as my own because yes we [4:59] are all flawed and none of us are perfect and so for some reason we are bothered when someone else points out our imperfections that we would readily State ourselves we know we have [5:07] deficiencies what you want to do is overwhelm the marketplace so that you drown them out you want to be so loud that no one else can hear them you [5:15] shrink them into irrelevance by comparison and so there's two ways that you can become the tallest building right you can knock everyone else down [5:23] or you grow so that they become smaller in comparison to you and so everyone sees their little building and thinks oh no I should knock all my competitors [5:32] down right when in reality all you need to do is build the biggest absolute building there and the thing is is that you're going to block out the Sun and [5:39] your Shadow will be so big that no one can even see these people and let me tell you a story about this when I [5:46] launched my last book 00 million leads I spent a tremendous amount of time and effort across I think at the time we had [5:53] sevenish million uh subscribers or you know audience size across all platforms I emailed a bunch I made a ton of com content we spent money on ads we did [6:01] Outreach we had Affiliates going we had all these different channels going to get as many people as possible to the launch and when I walk around Las Vegas [6:09] because I live here I will usually get stopped about three-ish times when I do about a 60-minute walk uh mind you I [6:17] walk in a crowded area so it's not like I'm just like walking in the neighborhood because then that would just be weird anyways and of course you should be recognized by your neighbors but I'll get stopped by three people and [6:25] every time for the month leading up to the launch I would be like hey you going to the book launch 19 times out of 20 the people would look at me and be like [6:33] what's the book launch and I was like how do you not know about this right but it was this wonderful reminder that most people when you get tired of your [6:41] advertising most people don't even know your first name if you have diluted yourself into thinking that you should [6:49] only have to say something once and somehow everyone in the entire world has heard you say that thing you are kidding yourself you need to become a master of $100M Leads: How To Get Strangers To Want To Buy Your Stuff (Hardcover) acquisition.com [6:58] variety in terms of of how you can resay the same thing in different ways and taking the natural extreme there's this fallacy that most small business owners [7:07] think and myself- included for years I thought this was that repetition in and of itself is somehow bad so let me [7:14] explain there's probably people on the internet I personally follow a bunch of philosophy accounts and so most of the [7:21] philosophers are dead and yet I still love to see the quotes they have because they remind me of the things that I want [7:30] to follow the way that I want to live and it's not like oh another senica quote does this guy never give up it's like he's dead he hasn't come up with a [7:39] new quote in 2,000 years and yet I still like seeing the quotes even though I know I've seen them before and often times you serve that role for your [7:48] audience more than anything else like we think that it's like oh I've said this one thing therefore they have all changed out their behavior immediately and they never need to learn that again [7:56] but the biggest lesson that I've learned is that people need to be more reminded then they need to be taught and in the off chance that you've received hate or you have a competitor who's talking crap [8:05] and it happens this counts double so instead of trying to beat them or prove them wrong you only have two options option one is [8:14] you grow so big that no one can even hear them the alternative is that you kill them with kindness which is that [8:21] you do not beat them by proving that you are right you beat them by proving that [8:29] you are kind and then by comparison they will look bad and so I can only thing I can [8:37] tell you about having dealt with plenty of it in my day is that on the occasion that I do choose to respond to hate I try to respond with kindness and so [8:45] someone can just absolutely tear me one and just say like this guy sucks he's terrible whatever right I will then usually say hey you're right I'm a super [8:53] flawed person um that being said it seems like you've developed like a big audience here and they seem to like you and so congrats on your your success right when someone sees that it's very [9:02] hard for everyone to be like man that guy sucks it's just like now if I were to try and like list out all the points all I do is invite more back and forth [9:10] which I don't want to do and it's a waste of my time and so instead you start all hate responses with you are right because it's all they want to hear [9:18] and there's really nothing else to say after that and so what's interesting is that often times hate if you boil it down comes down to I do not prefer the [9:26] way this person does things I have a different preference and it's like great right like I I make money one way he [9:34] makes money another way and therefore he is wrong it's like no you just do the way you want which is awesome because you do it your way and they do it their way and the people who are attract to [9:42] that will do that and the people attract to you will do yours and great like I mean of course there's engagement baiting and things like that because you know people people want to get views and all that and I and I respect it I get it [9:50] um but but big picture I think you can't take it um you can't take it personally because whenever I I fall into that [9:58] little trap I think to myself I'm a relatively developed monkey that is sitting on a little Blue Marble in a solar system that's in one of a billion [10:06] galaxies and I'm worried about some screen that has words on it of a madeup language that we had in the last 1500 years of how we communicate face noise [10:13] to each other and when I think about that I think you know this would be pretty silly for me to like ruin a day over so the third big growth lever and this one's massive is clear not clever [10:23] all right so what do I mean by that well when I looked at the highest converting ads that I had run and I do this pretty regular I look for different components [10:32] sometimes I'm like What's the hook sometimes I'm like what's the color scheme what's the what's the visuals that are being displayed in the first however many seconds and in this one [10:39] particular pass I just looked at the grade level of the language that was being spoken and the reason I looked at that it was I think it was a you know one or two election Cycles ago I had [10:48] heard this research study that had stated that the president who spoke in the lowest grade language was the one that won the election over and over [10:55] again and when I heard that I see presidential elections fundamentally as massive brand campaigns and so I see [11:02] that as they were able to communicate a message to a higher percentage of the population because they lowered the barrier to entry of comprehension [11:10] meaning more people got what they said and so when I hear that I thought man I like to use all these big fancy College [11:18] words and no one knows what I'm saying and so all I do is feed my ego not my bank account and so I made one of my big [11:25] marking rules clear not clever and so you want to take whatever communication is look at your landing pages look at your ad copy look at the words you're [11:33] saying in your content and say does a third grader understand this and the point that some people try to make as a counter is like oh I don't want to talk [11:41] down to my audience no when you speak in a more broken down manner you help the experts understand it more easily and [11:48] you help the beginners understand it for the first time and so it's not that experts are all of a sudden saying oh no I I don't believe that because listen we get tons of very big companies that come [11:57] to acquisition. comom for investment and the the guys who run those companies very intelligent but I try to make my videos in a way that people can't [12:05] understand them because who who do I who do I prove when I use a big word and then all of a sudden 3ars of the audience can't understand it and if the [12:13] point of me making these videos is to make real business education accessible for everyone part of it making it accessible is making it interesting making it fun and making it [12:21] comprehensible which is a fancy word for understandable and what you guys don't see behind the scenes is that I will [12:27] typically selfed and so I said distilled earlier in a sentence than I said broken down for experts it because I said distilled and I was like I have to use a [12:36] different word broken down and then I said comprehensible and then I said fancy word for understandable and so I try to constantly catch myself in this [12:43] and it's also made me a significantly more effective leader so if I'm trying to communicate with my team I'm not trying to say big words I don't want to impress them I want to change what they [12:52] do and so I I've taken this to such an extreme that with my books I just use little little stick figures right I have these little drawing it's like oh look [13:00] 13 minutes here's a guy who's walking on a path look little apple orange big dollar sign little dollar sign right we try to make this as simple as possible so that people can understand what's actually [13:08] going on because if you can explain it to a third grader and this is Richard fan who said this who famous physicist he said if you can explain it to a third grader then you understand it if you [13:16] can't you don't and you need to understand it better so that you can break it down and so the broader the audience the broader the analogy and the simpler the language and so I'll give [13:24] you an example one element is the grade language of the words you use the second is what visuals or stories you use to depict them and so if I'm talking to [13:33] mechanics I might use an analogy where I relate something they understand cars to something they might not understand a business right if I wanted to teach a [13:40] specific concept if I was talking to the same uh I was trying to teach the same concept but I was teaching it to Realtors then I would probably use a [13:48] house analogy if I was teaching it to baseball people I would probably use a baseball analogy right and so if you have a narrow down audience you'll increase comprehension by using [13:57] analogies that they all understand if you're talking to a broader audience then you need to have a broader slice of the market probably a more human [14:05] experience that all of them have so if I'm talking to everyone I might talk about food I might talk about sleep I might talk about driving right because [14:13] most people do that assuming I'm not talking to children and so you have to match the analogy to the history of [14:21] learning from the people that you're trying to communicate to and this is what takes your marketing and your advertising and puts it on steroids and [14:30] to put this to the test this is something you can do right now look at whatever emails you send run them through a reading grading level [14:39] app keep working on it until it's below fifth grade minimum third grade if you're awesome and then send it I did [14:46] this to our email follow-ups and had a 50% increase in conversion I didn't change anything about what I said but I [14:53] saw that as I got 50% more people to understand because the goal here is to decreas increase the friction of comprehension so if we think about the [15:01] elements of value speed ease time delay these elements are all impacted by complexity and so something complex [15:09] takes longer to understand it takes more effort right and so and it's harder right and so instead what we want to do is say okay how do I make it easy and [15:17] faster okay well then I'll just speak in a way that everyone understands the next massive growth lever is proof over [15:26] promise all right and so with this means is that in my earlier days I would spend so much time on my promise right and I [15:35] wrote a whole book on promises which is basically offers right and I would obsess about the offer but and the offer is super important but the only thing $100M Offers: How To Make Offers So Good People Feel Stupid Saying No (Hardcover) acquisition.com [15:43] that's more important is proof all right so let me give you two hypothetical examples let's say that you've got business one that's selling Thing One and business two that's selling thing [15:51] two well let's say they still compete for more or less the same audience and business 2 says we'll do X we'll do y we'll do Z we'll do W and we'll [16:00] 16 minutes guarantee X Y and Z right and you look at their reviews and they've got a five-star rating and they've got one [16:06] review the other company says we'll do X and they've got 11382 five stars and they've got a [16:14] 4.7 who do you buy from this guy obviously but why this guy has a better [16:21] promise because you believe this guy and so you want to have proof up to your eyeballs proof is your single highest [16:29] EST priority as a business owner or marketer or Advertiser or promoter for your business it is the one thing that you prioritize before I enter any new [16:37] space launch a new product the first thing that I do is try and get beta users I work for free in exchange for testimonials reviews and feedback and [16:45] sometimes referrals if I'm lucky but in the beginning that is the highest most valuable thing that you can do so people [16:53] will say things like never work for free and you only hear that from people who don't make that much money if you make a lot of money you will know that you [17:01] spend so much time in the free phas because getting the product right is so important is such high leverage and so [17:07] the proof process both makes you convicted because you get the opportunity of many feedback loops to [17:14] make your product better so that you then can collect the positive feedback that you can then advertise to get more people like those [17:22] customers and the most compelling way to advertise anything is show don't sell [17:30] and if I just stand here and said nothing and I said and I just stated the facts and told the truth and I said I have [17:39] 11382 reviews and our average review is 4.7 and I make pasta really [17:47] good and then or I have one review from my mama and I make super fragile [17:55] calistic X docious pasta guaranteed which which one do you like better obviously this one you don't need to say [18:03] much more the proof is the pudding the most important part of a message is the messenger themselves they're [18:10] inextricably linked from the thing that's being communicated and this is what people seem to miss when they're making content which is why I'm a big [18:17] advocate of do epic stuff first then talk about what you did and if the stuff that you didn't do is epic focus more on [18:24] the doing epic stuff not on the talking about it and so I started this channel uh with a commitment to a vendor saying I'll make three YouTube videos a week [18:33] and I was busy and I was like I'm just going to hit a webcam and I'm going to talk to the camera and that is how this channel was started and the only reason [18:40] in my opinion that people decided to listen was because I just so happened to have sold a company for just under $50 million and so because of that there was [18:50] proof that I was able to deliver on the promise whereas somebody else might have a totally beautiful studio and have all these things but they just forgot the [18:59] one most important thing which is why should I listen to you and so it either is going to have to be proof that you generated for yourself or proof from [19:06] other people saying that you help them achieve that thing if any of these growth principles help you in thinking about your business differently so that [19:14] you can scale faster or you need to sendage your team it would mean the world to me if you shared it um that's my only ask and appreciate it so the [19:21] next big thing is the hook now you're like okay I've heard about hooks before not the way that I'm going to talk about it all right so so the hook is greater [19:30] than everything now you're like wait a second I thought proof was greater than everything well the proof is going to be contained in the thing but no one's going to see the proof unless you have a good hook all right and so the one thing [19:39] that I think has consistently been reinforced and it's just like a greater and greater percentage of my time is allocated towards this one part of my advertising that grows my company the [19:47] most is I search for the best Hooks and then I don't convince myself that I'm more creative than I think I am and I [19:55] just keep using the ones that work so think about it like this these are the only four things that you can do to advertise any business you can warm Outreach so reaching out 10 one to [20:03] people you know cold Outreach reaching one one to people you don't know you can run paid ads which is going one to many to people you don't know or you can post content which is one to many to people [20:10] you do know and in each of these four situations you can double triple 5x the [20:17] amount of people who open and respond who click and watch your ad who uh watch your content all the way to the end and [20:25] if you do something like that and you do increase the clickr rate by go from 1% % to 5% or 2% to 10% which absolutely can happen when you do [20:34] that you in a very real way can 2x 3x 4X 5x your business with just that one thing remember I talked about earlier [20:42] that advertising is a boom it's it's an order of magnitude change well what other one thing can you just tweak that [20:52] then opens up the flow to the entire business based on how good the first five seconds are or the first one second [20:59] and so in thinking about hooks I think about both the visual hook as in what's happening what that people can see and then there's the auditory or or verbal [21:07] hook which is what are the actual words that are being communicated and we have right now we reviewed our top YouTube videos of all time and I made a video [21:16] about six months ago saying what we found which is our hook formula is proof promise plan and so if you have the [21:25] opportunity to make content make make ads run cold outbound if you can include these I can almost guarantee that you [21:33] will do better than if you include none of them and this is a force multiplier on any kind of advertising you do and so when I think about like all the different things all the effort that [21:42] goes into advertising a business if I can just do one thing and the crazy part about hooks is they're the shortest part they're the shortest part of the whole [21:50] darn thing and this is where David Ogie says if you have written your headline you've spent 80 cents of your advertising dollar the more advanced the [21:58] advertis is that I meet whether it's a content creator somebody who's on outbound somebody who makes paid ads the more obsessive they are on the first [22:06] frame the first impression that someone gets because they know one it increases the likel that the person's going to watch the rest of it and then potentially buy and then two it changes [22:15] their entire perception of what follows so we actually looked at this uh for speakers at an event which was if we [22:23] change the intro the the one to two minute intro that we had for a 60-minute talk talk the person's net promoter score so what people rated them in terms [22:32] of how good they were changed massively even though the actual presentation was the same so simply how we framed the [22:40] presenter the person that even gotten up on stage yet changed how everything they did afterwards was perceived and so if there's two minutes that can influence [22:49] the score that you get the customer satisfaction the amount of prospects the one thing to focus on is nail the hook let me show you the force multiplication [22:57] of this we just started reviewing uh short form content on the content team and just doing a more regular activity of saying like what are the things that [23:04] make uh content do well and there was a video that we were like we think this thing is good and so all we did is we took the same video that got like 40,000 [23:13] views and then we just chopped out the first three seconds that was kind of like getting into the into the video before the actual real Hook was [23:20] delivered and by snipping those three seconds and then just starting where the hook really was it went from a 40,000 view video to a 780,000 [23:28] video so you're talking about a 19x Improvement so I'm talking about you know 1% 2% I'm talking 19x that is why obsessing over the Hoke [23:38] is so important so the next big growth lever that gave us the super fast growth was more so I talk about more [23:46] better and new as the three primary strategies of growth you either do more of what's already working you do what [23:53] you're doing to make it work better or you do something entirely new now most entrepreneurs love doing new stuff and that's why it's called shiny object syndrome and it's a Cancer and you [24:02] should get that looked at but the very boring answer is the mundane more you have to master more and it's going [24:11] instead of zero to one which is what most people love doing oh my God I finally got it to work but actually doing one to end which is how do I do as [24:18] this thing as many times as seemly possible without wanting to kill myself and so here's the actual math explanation of this more is typically [24:26] the highest risk adjusted turn strategy all right and so what that means is if you can do something and you already [24:35] know it works the likelihood that the next thing you do works is much smaller and so this is why once you have a [24:42] control meaning you have um a specific landing page or ad or copy or email that you know converts whenever you deviate [24:50] from a high converting advertisement the likelihood that the variant is going to beat it is typically low and so you have [24:58] to try a bunch of variations cuz all you're doing is messing something up that actually already works if you had one sales guy and he's closing at [25:07] 30% well you could try and obsess to get him to 35 or 40% and that would be material you know get a 25% lift overall [25:15] 30 to 40% to 25% Improvement but you know what would be even cooler just hire three more guys and then you have a 4X [25:23] or a 300% Improvement and so it's like I could get a 25% Improvement or I could get a 300% Improvement and me trying to change up the sales script also has a [25:32] significant shot of me taking it from 30 down to 20 because it's a change and so here's the thing is that when you change [25:39] anything you guarantee you incur the cost of change but you do not guarantee that you get the benefit of change and [25:46] so in each of the core four methods you do more Outreach which is cold or warm you go from 100 reach outs a day to 200 reach outs a day paid ads you go from [25:54] $100 a day to $200 a day you go from posting content you go from posting once a day to twice a day right those are how you do more and when I talk to the most [26:03] experienced advertisers that I know the most experienced business people that I know the most common theme we talk about is we kind of laugh in the back room of like if people just people just don't [26:11] know how much more they can do that's that's honestly the real that's the real is that when I when I when I have conversations with small business owners [26:19] they're like hey I don't think I can do any more uh ads you know I'm running I'm I'm already running $1,000 a day I'm like I mean dude there's businesses that [26:26] run like two million a day and so you usually have so much more Runway than you think you do and sometimes you just need someone ahead of you to be like [26:35] dude you can like 10x this and nothing's going to change but they think because of whatever mental limitation they have are like you've never spent that much money on on an ad before you've never [26:43] made that am is it goingon to hurt my account no they want you to make good content is it going to hurt my ads no they want you to spend money is it gonna [26:51] is it going to hurt my my you're going to people who've never met you before so why would they know that you've sent it to another 100 people right is that there's this these perceived fears but [26:59] most of the times it's just between your ears I'll tell you guys a quick story about this so when I had my first I would say real business uh which is my [27:07] first location of my first gym I had a mentor and he was a really good local marketer and so he had a strategy for [27:14] his tning salons where he would bring in I mean thousands of customers every single uh every single quarter and what he did was he would put out flyers he [27:22] just put flyers on cars and then had like a you know free VIP gift card and people would come in redeem them you flip them into memberships and so I figured okay I'll just run the same play [27:31] and so I did the Flyers and I put 300 Flyers out and I waited by the phone being like Oh my God I'm going get 300 [27:38] people in here it's going to be sick and what happened well my phone only rang once from the Flyers and when I picked [27:45] up the phone uh the guy was like hey did you put the flyer on my car and I was like yeah I did I like what time you but he cut me off and he was like you [27:53] damaged my Mercedes and I was like click and I I didn't know what to do um and as soon as i i i i and thankfully he never [28:01] called me back because I definitely had didn't have the money to fix any Mercedes at that time um I called uh uh my mentor back up you know a week or two [28:09] later once it was clear that no one else was going to call I said he said hey how' the Flyers work out and I was like well they didn't work out at all actually you know I was like taking some [28:17] attitude with him he was like oh what was your test size and he like he didn't take the bait he was like oh what was your test size and uh I said well what [28:25] do you mean he was like well like what' you test with before you like did the real campaign and I was like oh well I I mean I put 300 out and he was like 300 [28:34] he's like you can't know anything with 300 I was like what do you mean he's like I test with 5,000 he's like and [28:40] then we put out uh 5,000 a day for 30 days and so I was looking at his results [28:49] from 150,000 Flyers over 30 days and comparing them to my results of 300 in a [28:59] day and once I saw that ju to position I was like got it I will never make this mistake again it was very embarrassing [29:07] for me because I was on the right path I just didn't do enough and so one of the big metal lessons of this is that what [29:15] presents as volatility is typically a symptom of low volume so if you're like man I only get like you know a sale [29:23] every week or every other week it's kind of like you know it's you know most days I don't get a sale and then every once in a while I get one it only appears volatile because you're [29:31] doing so little per day but if I looked at your year and saw that you closed about let's say 12 customers in that [29:38] year you closed one a month for example every every three or four weeks you get a customer well all I would do is look at your entire advertising activity for [29:46] the year and say okay if we wanted to get 12 customers a day we would have to do 365 times more advertising than we [29:54] currently do and if we did that on a daily basis we would get 12 customers a day and so you just take your to calendar horizontally and then you flip [30:01] it vertically for a day and that is how much volume is required and so most people just think that it's like oh they're they can't be doing more than [30:08] like twice as much as me but in my experience the people who are crushing it literally are doing a thousand times more than you and that's the part that [30:15] like until you sometimes you hear it or you have someone ahead of you say it it doesn't become real for you and it's why I make these videos is to try and like push as much you know out of out of my [30:23] brain and and history so that you can just get the story without the scar um and that's and that's that's the whole point okay so once you're like okay I [30:32] have something that's working I should just do way more of that awesome well the next thing the next power lever here is word of mouth and it's not the way [30:40] that you think so Word of Mouth people are familiar with referrals you know customers uh tell other customers or other prospects that your stuff is good [30:48] but what a lot of people don't understand is that negative word of mouth is significantly stronger and faster than positive and so Disney did [30:58] this big study where they found that it takes 37 tragic moments to make up for one magic moment and versus uh there's [31:05] basically like a 5x versus 37x on uh if someone has a good experience they tell five people if someone has a bad experience they tell like everybody and [31:14] so a new business owner often will get customers pretty cheaply and then all of a sudden costs start going up and part [31:21] of the reason that costs go up faster because you can actually put math to this which is understanding the difference between CPM which is cost per impression um and it's like why is it m [31:30] it's mil which is French for thousand so it cost for thousand Impressions um versus CPL which is cost per lead all [31:37] right and so if your cpms more or less stay the same but your cost per lead has [31:43] 2x or 3x or 4X well if it's not costing you more to reach those people then it means that fewer of them are responding [31:52] and if that's the case and you're just going to still relatively warm markets then the issue is that instead of having [32:00] 32 minutes positive word of mouth working for you we should be actively lowering the amount of cost that it takes to get a new customer you have Word of Mouth [32:09] working against you and so people who would otherwise purchase from you heard something negative and then choose not to and so now all of a sudden you have [32:17] to reach three times the amount of people because two out of the three people who would have gone and bought your thing heard it was bad and then now [32:25] you only have one person who's just heard nothing and so over time the percentage of the audience that's neutral or hasn't heard of you gets smaller and smaller and smaller and so [32:34] it's way harder to grow off a word of mouth that's positive but it's really easy to get crushed on negative word of mouth and for whatever reason no [32:41] business owner ever claims that they have negative word of mouth but I can tell you half of you are below average [32:48] that's a fact and this is why I emphasize the proof over promise earlier on so much because if I'm going to get [32:56] negative word of the mouth which I know I am if I'm starting out I want to keep that as concentrated and quiet as possible I don't want anybody to know right and so of course I'm not going to [33:04] charge the money because the last thing I want to do is also have their money when they're upset right so it's like hey I'm making this trade you're going to get stuff it's probably going not be [33:12] that good my only ask is you give me feedback right tell me how I can make this right tell me how I can make it better right and when you ask those types of questions you get the types of [33:19] answers that can ultimately create more value for the customer and then once you get positive feedback positive feedback positive feedback now you have something that people actually want they you can [33:28] need introduce strangers to it and of course you're going to roll into the next issue which is okay how do I keep that consistent because now it's not me doing everything I've got a team and we'll get into that ah this is a really [33:36] good one so the next big growth lever is steel uh oh what am I what am I about to say [33:43] from yourself so one of our portfolio companies which is very large hired a new advertising director and that advertising director had came in with [33:52] lots of new ideas and so the founder because he wanted to teach an important lesson to the advertising director said sure let's let's do all of your ideas and so he sat there he said the scripts [34:00] 34 minutes he you know he he recorded all these ads he took multiple days to do it and what ended up happening is that they ran all the ads and they didn't work and so he [34:09] said hey crazy idea what if we use the same hook that's been working for three years and they used the same Hook and [34:17] the ads worked and so think about it like this Nike on its second year after just do it wasn't like hey just do it [34:25] kind of old let's switch it up it's it's like when you find a message that converts you keep hammering the message when you find the ad Hooks and you find [34:34] the the the processes that work well for you most times you'd be better served [34:42] just continuing to reuse it because you will get bored of it far before your customers ever do so believe it or not there's actually math to support this so [34:50] uh Sergey brenn and Larry Page I can't remember which one of them uh is like a brilliant mathematician and actually was able to prove this ratio out [34:58] and so when you're stealing from yourself you want 70% of all of your effort to go into basically carbon copying the thing that works and this [35:06] works across all functions this works for a sales script this works for product this works for reinvestment activities like this rule works the [35:13] second is adjacent so something that's just like one degree removed right so it's close to the core of what you normally do okay so instead of saying uh [35:22] starting a school Community is the fastest way to start an online business right I could say that would be a hook and it's a hook that worked I could say um one of the fastest ways to start an [35:29] online business to start a school Community right that would be a variation of something that we knew that those words worked but it would be adjacent to it not the exact carbon copy [35:36] but similar now 10 is that means that one out of 10 of the things that you're putting your effort towards all right would be something that's brand sping [35:44] new completely you know out of left field and when you look at your effort in your business I can almost guarantee [35:52] you that you have this flipped and I only say this because uh I speak from experience um is that this is what I would do I [36:00] 36 minutes would spend 70% of my time on new crazy things new ideas all the stuff that excited me and then 20% I'd be like oh yeah um I'll do something kind of [36:08] different from what I was doing before and then 10% I'll be like fine I'll I'll maybe and this is this is a maybe most times like oh I already use that use that Hook Once I don't want to use it [36:15] again I don't want to use the same hook that worked before in another ad it's silly also a different version of uh this from an advertising perspective of the 20% is you use the [36:24] exact same hook you have a different background so it's uh just like a different variation so it's like I could wear a different shirt I could have a different setting and I could still deliver the same hook and to me that [36:32] would still be kind of a a 20% variation all of your competitors are copying your stuff and taking what's working when you [36:39] find something that's Works keep doing it deviation from what works is more likely not to work think about it like [36:46] this if you demolish a building so let's say we build a building and it takes us two years to build a building right there's our building took us two years [36:54] demolishing it might take five minutes just put a bomb boom because the place of the bricks and the steel in that [37:02] building every other potentiality that those bricks could go to create not a building but there's only one placement of that brick in steel that creates a [37:11] building and so you have unlimited options for Destruction and only one for solution and so when you do find something that works the likelihood that [37:19] when you change it and you move the brick and you move the you move the scaffolding that you destroy the building is very high something can literally go anywhere except for the right place and so you can have have [37:27] more options and all of them be wrong so once you're done stealing from yourself then let's talk about emotional versus [37:36] logical buyers this was a huge like monstrous increase in business for me so have you ever heard from from the [37:44] marketing world there's logical and there's emotional buyers I had heard it growing up and I kind of repeated it over and over again because I hadn't really thought about it I don't actually [37:52] think that's true and so let me explain I actually think that there's a Continuum of buyers that people sit on [38:00] 38 minutes and you've got people who require more information so they're high info buyers and then you've got people who require less information and there's two [38:07] elements to this one is their information requirement and secondarily how much info they have received and so you could have a high information buyer [38:16] that's further closer to this little this dollar sign here that only needs a little bit more information in order to buy and then you have some people that [38:22] just generically buy lots of stuff and everybody loves those people of course but guess what everybody fights over those people and so the thing is is that [38:31] the amount of low information buyers is like this the amount of high information buyers is an order of magnitude or [38:38] multiple orders of magnitude greater only crazy people buy immediately it's very normal for people to want to have more information before making a [38:46] decision and so when we think about our advertising the reason that the direct response Community typically can't grow [38:54] very large businesses most of the time is because because they only advertise to these people and this pool of buyers [39:01] is significantly smaller but the reason building a brand for example and investing in an audience is because you're trying to move them down this [39:09] line now when I heard this in the earlier days of my career I was like I don't have time for that I need to make money I get it sure in the beginning you [39:17] just advertise the the six-inch putts but when you want to scale you have to educate a higher percentage of the [39:23] audience because they will require more to buy the way to move people through this is [39:31] something that Eugene Schwarz uh pioneered in his book breakthrough advertising and he talks about the five [39:38] levels of awareness so he has unaware people so people have just no idea about anything uh the next is problem aware so [39:46] they have some sort of pain you have solution aware you have product [39:53] aware and then you have most aware Okay so so those are the five stages now a customer will basically move in this [40:01] direction going from unaware to most aware and if you want to go to broader and broader audiences to get their [40:08] attention the unaware audience you typically have to go off of broad curiosity and so if you've ever seen those crazy like ads that are like weird [40:17] articles like you know Arizona State blah blah blah has this new blah like they're trying to go after a massive audience of people who have no idea [40:25] what's going on that new you know scientific breakthrough could lead you to buying a supplement it could lead you to buying uh a weight loss thing it [40:32] could lead you to buying some sort of equipment it could lead you to buying Insurance like it could go in any direction but it's the Curiosity that gets them in problem aware would be [40:41] something to the extent of like do you wake up to pee three times a night does it hurt when you bend over to tie your shoes do you get out of breath when you play with your kids those are going to [40:49] be problem Weare now they again that could lead you to a supplement that could lead you to insurance that could lead you to whatever but it's a slightly [40:56] more Weare person at least they're problem aware solution aware is that somebody knows of the potential things that they could buy and you're helping [41:04] them select between them product aware is at even more micro level and most aware is typically your existing customers so here is where you just make [41:13] offers right this is why the book offers is where I started because the people who are here is the tiny audience here [41:21] and so you just make an offer to get them to buy but that only works for this tiny audience so you will make money quickly doing that but you will also cap [41:28] yourself quickly in an effort to figure out okay well how much should I allocate between these most aware less info [41:35] people and the maybe problem unaware High information people who require more education in order to make a purchasing decision well I had one of the most [41:43] enlightening conversations I've had in a really long time uh with Ben Francis who's the CEO of Jim shark and then he introduced me to Chris Davis who's the [41:51] CMO of New Balance and so we had an awesome conversation talking about what Chris had done at New Balance and help [41:57] them just Skyrocket their sales and so what they did is that when he took over 30% of their advertising budget was [42:06] going to here was going to the broad awareness level storytelling emotional stuff and then 70% was basically geared [42:13] towards buying shoes saying hey go buy these shoes what he did when he took over was that he flipped them that he ended up with 70% going to Big highlevel [42:23] pairings endorsements uh specific athletes that they wanted to recruit recuit that they felt represented their brand and only 30% of their advertising [42:31] budget went towards actually telling people that they had shoes and that they were for sale and so after he made that [42:38] flip here's the crazy part it took 18 months for them to see the return on that budget and so if you're in a rush [42:47] this isn't going to work but if you're in a rush you're never going to get big anyways keeping this ratio made this concept Tactical for me and so when I [42:56] think about my marketing effort my marketing dollars and most importantly how I measure it my marketing Impressions I want to make sure that 70% [43:03] or more of the advertising Impressions that someone's going to get are going to be around the pairings that I want of me giving something rather than asking so [43:11] when we look at this ratio this is actually super well studied between 70 and 30% here because right now uh it's [43:19] actually three and a half to one is the ratio that has been studied 3.5 to1 of give [43:28] to ask to basically not lose audience and so if you look at television for example and they've already studied how [43:35] many commercials can we jam into the show before people stop watching and so they figured it out that it was every three and a half minutes of content they [43:43] could basically put one minute of advertising in if you look at your Facebook Newsfeed for every three posts you get when you scroll you'll get one [43:51] ad and the platforms that grow the fastest have a larger percentage of this give and a small percentage of ask Tik [43:58] Tok for years had zero ads on the platform and just wanted to grow as virally as possible and they acquired more users because they had a give first [44:06] give all the time strategy and so the fact that they settled on this ratio and it has been corroborated fancy word for [44:13] it it's worked in multiple other places made me think wow there's something to this and so this makes this concept of [44:20] how do I balance High information buyers people that need more brand people that need more education prior to purchase with me making money is that you [44:29] basically start with that ratio add patience in time and then it becomes a snowball that compounds unto itself and then you will get to a point in the [44:37] future where you still you're doing so much more than you could ever possibly do if you only focused on the direct response on the less information but [44:46] you're actually still digging the well for what you're going to do next year and so basically you can see when a Founder stops running a business and then the corporate execs come in because [44:54] what they do is they flip the ratio they basically pull pull forward demand from the future they you had the the the founder dug the well and then they just [45:02] suck all the water out of the well but then they didn't dig the next well and so you always going to be ahead of demand I'll give you even more tactics if you guys want more TCT fine I'll give [45:10] you more tactics so B2B businesses and B Toc businesses do this differently and this was something that took me a really long time to figure out and so B Toc [45:18] businesses so like business to Consumer businesses will typically do these types of pairings in terms of high information [45:25] buyers by telling emotional stories making associations getting endorsements from athletes and influencers or organizations that represent the values [45:34] that they think resonate positively with their ideal audience and once they do that they then can place the product next to those associations so that they [45:42] can then pair them and then the person wants to buy the product as a consequence that is what it looks like in a b2c business but it took me a really long time to think through well [45:50] what does this look like for a B2B business and so I break this down into several tactical things so number one is [45:58] aspirational outcomes that you have achieved or the business has helped facilitate secondarily people like this [46:06] person like your avatar that you have help facilitat so just to be clear stuff that you did stuff that you help other people do the third is stuff that you [46:14] help them do the prospect themselves which you can only facilitate at least in my opinion in two major ways one is that you give them free content and [46:22] education which is why I make this stuff and the second is that you give them free products and services which just why why the books are free they're on my site you can read them you consume them [46:30] there's a scaling road map there personaliz all that stuff is free because fundamentally it's two degrees [46:37] of separation if some person does it Alex had a big exit now he's a big portfolio cool that's two degrees of separation there's other companies in the portfolio or other businesses who [46:46] look just like mine that he helps scale one degree separation I used his stuff and made more money zero degrees of separation and this is always going to [46:54] be stronger than anything else but it'll take longer and so in understanding the difference between B Toc and B2B in terms of what do I do top of funnel here [47:03] how do I allocate my resources it means that I'm spending time putting together the course in my spare time so that you guys can go consume it on uh how to make [47:11] offers how to get leads how to Scale company from Z to 100 million like that's time that's effort that's my team who's behind the camera right now that's [47:18] budget that goes towards that because I'm not looking for demand today I'm looking for those of you who are going to scale your companies and in 5 years [47:25] hit me up let's say acis.com went public tomorrow and I got AED for being rude which I probably would and then they put in a new CEO and that new CEO says I [47:34] need to hit quarterly earnings so what would he probably do he' probably switch to lots of direct response uh and he'd probably cut down all the budget on the [47:41] gives and the books and all of a sudden be like well there's no Roi In A Book Like books don't make any money it's like yeah not today but they bring [47:51] people into our world and when they do have the next billion dollar company they will hit us up first and that's the goal but that guy will [47:59] just say well you know what screw all that I'm going to recapture all this marketing spending effort we're going to focus it all on these direct response ads tell people to buy bye byy and you know what for a quarter it'll work maybe [48:08] two quarters it'll work but all of a sudden it'll start slowly going down slowly going down slowly going down then what happens they call the founder back up and they're like hey help help help [48:16] us fix this and then the founder is going to say I can't do it in a quarter like it's going to take me a year year and a half to basically right siiz the ship because you sucked all the wells [48:25] dry and I'm gonna have to start digging again so the next one is some of my marketing laws so I'm going to give you a few of them and I'll start with the first one that you if you've heard my channel then you should know this one it [48:33] should be ingrained in your brain which is State the facts and tell the truth and the reason this is so important to [48:39] me is that it forces me as a Advertiser business person to change reality and so [48:48] rather than try and exaggerate it makes more sense to put all of the effort into doing epic stuff and then telling a [48:56] truthful story rather than telling an epic story about something that was underwhelming and I think the vast majority of marketers and marketing do [49:03] the second thing they have something normal and then they TR try and tell an exaggerated story of it rather than having something absolutely insane and just stating the facts and telling the [49:11] truth and I can tell you that the second this one stating the facts and telling the truth is the best long-term strategy and so how do I actionized this all [49:19] right so number one is that we make the truth more compelling all right we actually change reality the second is that we show only what we can show [49:27] and so I remember I was talking to a martial arts guy and he's like there's all these other martial arts studios you know in my area how do I stand out and I [49:34] said well what's your you know what's your specialty or whatever and he said I'm a double secret black belt of something and I said okay well how many double secret black belts he's like well [49:42] there's only six in the nation and I was like okay well do any of them live in your era and he said no I was like well why don't you say that right why don't [49:49] you say that so every business if you get narrow enough has something that's unique about it you might have the best parking you might have uh the fastest [49:57] you know introduction to getting somebody to sit down you might have the most gyms you know whatever it is the most customers the most customers at a certain price point the most like you [50:06] just need to slice the data of the business to figure out what is unique about your business and I remember this moment in uh Madmen which is a an [50:13] advertising show it's like an old 50 show well it's a new show about the 50s anyways and Don Draper who's the lead character who's an advertising guy um is [50:21] pitching a client who's a cigarette company and they're trying they're like the third or fourth in the category highly commoditized they're competing on [50:28] price and they're losing and so he asks them to explain how cigarettes are made and they kind of roll their eyes they're like why is this important he's like [50:36] okay well first we have the plants then we take and he keeps going through it he's and he's like and then we you know we let we let it sit out in the sun he's like what do you mean he's like you know [50:44] to to to dry out the leads he's like so you toast them he's like yeah we toast them he's like it's toasted and so that [50:52] was a unique part he just sliced down and got really narrow about one particular part of the process and was able to pull that out and [51:00] 51 minutes emphasize it so that people are like oh this is different than other things and the really important part about this is that maybe some of the other cigarette [51:08] companies also toast it but they don't say that they toast it and so the perception is still that it's different [51:15] even if it is the same and so the best version of this is finding something that's truly unique the second best version is to just say something that's [51:22] unique about something that everyone else already does but that your customers don't know and so the the correlator to that is say [51:30] what only you can say so you show what only you can show and you say what only you can say so the showing part is going to be like okay with the toasting thing [51:38] how do we display that visually with the super secret blackp then how do we display that and you could show the black belt you could show you shaking your hands getting the certification you could show you winning some tournament [51:47] right if you're if you're toasting you could show the bed of all the the debacco that's getting toasted and the smells and the wafting through the air whatever right and then you describe it [51:55] in a way that only you can say and so to do this you get narrower to be more unique and so the thing is is that [52:03] you don't need to be the best in the world you need to be the best in a puddle it's more important that you are the best than what you are the best of I [52:11] would rather be from a marketing perspective not absolutely I'd rather have the 10th biggest company in the world right than the first biggest [52:18] company uh in Indiana but from an advertising perspective it is more compelling to be the best and I'll tell you a story that I haven't told [52:27] um John Rockefeller when he uh was early on in his oil [52:34] Empire bid to buy the biggest oil refinery in Cincinnati and he was the [52:41] second biggest and he ended up overpaying for the business and the business owner of the oil refinery [52:49] laughed at him and kind of laughed his way to the bank he's like you completely overpaid for this thing and so then what John D Rockefeller did after he bought [52:56] the second the the first biggest and he already had the second biggest is that he then was able to say he was the biggest and then in the next 30 days he [53:05] had over 20 m&a deals in the next 30 days to consolidate the entire rest of the market because he became the [53:13] Gilla and so he was willing to overpay for the asset to get the story the difference in value between what he [53:22] should have paid for those 20 deals and what he was able to pay by strong arming those smaller competitors because he was now the gorilla more than made up for [53:30] what he minorly overpaid or maybe even majorly overpaid for the one company that he bought and when he recants the story when he tells the story again he [53:39] talks about how that competitor didn't see the bigger picture and that was always it was such a I remember reading [53:46] it in in the letters that he wrote to his son and thinking to myself that is powerful he was willing to overpay for [53:54] the story he saw it as an investment in his brand in his reputation and so the guy who sold it just saw it as him overpaying for a product but he wasn't [54:03] appropriately valuing how much true brand value that would give Rockefeller as a result the next big growth lever is [54:10] all about the list all right so when I talk about the list people immediately think that I'm talking about email list Direct Mail list and sometimes that's [54:18] true but I'll give you a hypothetical example so let's say I am selling winter coats and I advertise an amazing offer [54:27] on some killer coats that people love they look amazing and nothing comes back well what could have happened well if I [54:34] showed my advertisement to people who live in South Florida the likelihood that they buy my very expensive really heavy and hot winter coats is very low [54:43] it has nothing to do with my offer nothing to do with the ad creative nothing to do with my pricing nothing to do with anything it's just the wrong [54:49] people are seeing it and so many smaller businesses think that marketing doesn't work work when in reality they were [54:58] showing to the wrong people and so the first thing that you have to get right in marketing is targeting the correct [55:04] audience and so this is different by method of advertising and so if we pull up our core four here you want to reach [55:13] out to people that you know are suffering from the problem that you solve or have a high likelihood of suffering from the problem that you [55:20] solve and the narrower the problem the smaller the list from a paid ads perspective this is where the target targeting by platform gets more [55:27] important and this is why some ad platforms tend to be more profitable than others because what makes an advertising platform successful is how well targeted is in fact Facebook was so [55:36] good that they had to roll it back because of privacy loss but it was so effective at targeting people that people complained because it was so good it felt creepy posting content this is [55:44] where the algorithm itself based on this is what's crazy what you look like and how you talk and what you say will [55:52] impact what the AI serves your content to the same works with paid ads and so if I want to get more women to buy a [56:02] product guess who I'm not going to have in the ad me because this is not what attracts lots of ladies right this is [56:09] just usually a bunch of entrepreneurs who T have beards and like Fitness or whatever else right but like my audience [56:16] is like 89% male and sure for for my 11% females keep rocking I appreciate you um but by and large I have a male driven [56:24] audience now maybe it's because I talk about money but there's tons of female entrepreneurs who talk about money and don't have predominant male audiences and so it's just that my way of saying [56:32] things and or the algorithm just tends to display it to dudes and so one of the easiest ways to make sure that you're displaying your ads to the right Avatar [56:41] is make sure that the person in the ad looks like the Avatar and I'll tell you a funny story so when I was running the gym launch 1.0 version which is where we [56:49] used to fly out to gyms and do the turnarounds I found out that when I put the thank you page this is before automated schedulers even existed so it's kind of wild all right um I [56:58] remember when I my first automated schedule to put on the thank you page I thought I had like i' i' cured cancer I was like this is the coolest thing people can automatically book like I [57:06] don't have to call them and work the lead um and so anyways the thank you page that I set up uh was just like hey text this number and then the second [57:14] version of the thank you page was hey my name's Alex I'm going to be calling you so I put a picture of me and I said I'm going be calling you from this number so I tried to put some visual to it then [57:23] when I put Lela picture on the thank you page and said Leila is going to be the one contacting you what do you know our response rates went through the roof [57:32] people were immediately responsive they were showing up to appointments they were oh yeah sure I can make five o' for me they're like oh no I don't give a right and so if you want to attract a [57:40] certain Avatar try to make sure that uh what is in your content how you talk uh matches the way they talk because [57:47] fundamentally all marketing works as long as you get the targeting right it's like think about this way if you walked [57:55] into room this is how I like to visualize marketing because people people over complicate it if I walked into a room and I got on stage and there was a thousand people in the room if [58:04] those thousand people were my deal customers then even if I had just like a really mediocre offer and uh a something [58:12] that they like kind of wanted I would get some response now it might not be efficient it might not get me the return I want so I might lose money but I might [58:20] I would probably make something right I would get some clicks I would get some leads right and so it would allow me to start the feedback loop so I could improve but if nothing is coming through [58:30] it's typically because the wrong people are seeing it and so one of the highest leverage ways of getting more from advertising is just making sure that the right people are seeing it which is a [58:39] perfect transition into the next one which is how do you know that you've mastered something which is that Masters have more ways to win now what does that [58:48] actually mean they understand the many different ways that you can measure progress so if [58:55] you were to talk to an HR professional okay and you ask them what do you do a lot of times they're going to give you a couple vague answers they're like you [59:03] know I'll payroll and I'll uh I'll make sure that people get in their benefits and whatever but when you talk to someone who's a master at this and I remember the first time I had somebody [59:12] who who completely improved my understanding of talent and acquisition and recruiting um in the interview the [59:19] candidate said oh um well what's your time to fill and I was like what do you mean she's like well the average time to fill a role I was like I don't know [59:27] she's like oh well what's your what's your two-sided fit I was like I don't know what you mean and so she was like okay uh what's your cost uh to acquire [59:36] talent I was like I don't know and so she had all of these different metrics that she was using to measure which [59:44] completely made sense to me like I have cost to acquire a customer I should have cost to acquire talent I should have you know what's my cash conversion cycle how quickly do I get my first sale how [59:52] quickly do I fill a role and then in terms of like customer satisfaction action is basically employee satisfaction of How likely is it that [59:59] the manager and the employee both say at day 90 that this is a 10 out of 10 fit and so when I started looking at that I was like oh wow there's a total there's [1:00:08] a whole another level of understanding this that I I had no idea about because Masters have a higher quality and [1:00:15] quantity of metrics that they use to measure progress and so if I am trying to fix this function I have nothing to [1:00:23] know how well I'm doing and so a beginner will try to advertise or will try to sell and they will have binary outcomes they'll just say I didn't sell [1:00:31] or I did sell or I got leads or I didn't get leads but there are so many Nuance steps between that and when you have the [1:00:38] Milestones the progress markers it allows you to fix things so you can keep moving the buck along until you get the outcome and so I'll tell you a story [1:00:46] about this so when I was starting outbound way back in the day I it was a new channel for us and I'd never done it [1:00:54] and about 90 days or or or 4 months in my executive team kind of did like an intervention so they came together I was [1:01:02] like I was getting like a drug rehab right they were like we think this is a problem we think this is a shiny object we think you're you're distracted and we should double down on what works I was [1:01:10] like how dare you use my words against me right and the thing is is that strategically I knew we needed to have a second acquisition channel for us to [1:01:17] sell the business and so I was like no it's because they could only see that we'd only done one sale in four months [1:01:24] and 100% of my time was going to towards this but what they didn't see was all the progress that we were making and so I had hirer degrees of Mastery in this [1:01:31] now to be fair it was just because I had learned it along the way but when it started it was like okay well we have to get a list so where do we get the list so we looked at you know we bought a bunch of different list a lot of lists [1:01:40] didn't work one of them did we're like okay this is a good provider and then we start you know like oh we got to enrich the DAT so we start learning how to enrich the day then we we started calling them but then no one was picking [1:01:47] up and then we had to learn how call wrapping works we get local numbers and then all of a sudden people start picking up and then started hanging up on us and then we had to fix the the hook in the script and then we fix the [1:01:55] hook in the script people would a minute but then they'd hang up on us so then we got we fix the hook and then we fix the offer and then people would then go to the second call but then they weren't showing up for the second call and so [1:02:02] it's like we have to just keep moving the buck along the way but if you looked at it two months in it's like you know a heart surgery looks like murder to [1:02:10] somebody from the outside who doesn't understand the milestones and so as you master something if you don't know why something's not working look closer look [1:02:18] for the smaller attributes that you can actually zoom in on and say okay well I we'll get a sale eventually if we just keep moving in this direction and so [1:02:25] look for directional correctness rather than binary and so this is a perfect example of Masters have more leading indicators to success than beginners too [1:02:34] beginners typically look at purely the lagging indicat they just say churn is up they sales are down revenue is down cash collection down those are all lagging indicators you can't if I looked [1:02:42] at you and said increase Revenue you can't do anything if I said decrease turn you can't do anything with that you would then have to do something else and then the result would be a decrease in [1:02:49] turn the result would be more Revenue the result would be more sales and so we have to do we have to identify what all those steps are are that are high [1:02:57] correlates or increase the likelihood that ultimate outcome occurs and if you like these growth principles you're absolutely going to love the 13 years of [1:03:05] marketing lessons that I've learned it's one of my top videos enjoy it

===FILE=== I8YZLBYYMag - All the Upside Is on the Other Side of Uncertainty.txt
https://youtu.be/I8YZLBYYMag
All the Upside Is on the Other Side of Uncertainty

[0:00] the biggest gains come from the unknown. [0:04] So that unknown upside and so [0:06] functionally like you can only go to [0:08] zero, right? And if we really play it [0:10] out, the likelihood of you going to zero [0:12] as a regular person is almost zero, [0:14] right? But Baso said this best, which is [0:19] uh humans underestimate the upside and [0:22] overestimate the downside is one of the [0:24] fundamental psychological biases that [0:26] humans suffer from. And it's because [0:29] there's no real benefit for humans [0:32] besides avoiding death. And so it makes [0:34] sense that we'd have cognitive biases [0:36] that disproportionately represent [0:38] downside because if you didn't do that, [0:41] your genes would not have proliferated [0:43] and come down generations, right? The [0:45] guy who thought, hey, maybe there's some [0:46] upside if I eat the the berries, it's [0:48] like, well, then they die, right? And [0:49] then that's that's the end of that guy, [0:50] right? And the end of his line. And so [0:52] all the optimists are dead, right? All [0:55] those genes ended. And so all that's [0:57] left is the pessimists that continued to [0:59] believe that the worst was happening and [1:01] the world and the sky was falling. But [1:03] it's like the world has changed. Our [1:05] genetics haven't. And so it's like we [1:07] have to make these conscious decisions [1:08] to realizing that all of the upside is [1:11] in the uncertainty. And the fact that [1:12] you were uncertain, so is everyone else. [1:15] But that is where the arbitrage lies. [1:17] The arbitrage lies in the uncertain and [1:19] the delayed. I'm going to say this [1:21] again. All the upside that you want in [1:24] your life is on the other side of [1:25] uncertainty and delay everything. And [1:28] it's because there's the two things that [1:30] people are unwilling to to bear the [1:33] price of. They will not pay that price [1:36] because it feels like too much because [1:37] they don't know how much they have to [1:39] pay and they don't know how long they [1:40] have to pay it for. But I'm telling you [1:42] that it is it is faster than you think [1:43] it is and it is not as scary but you [1:46] have to take the first step. And this [1:49] again apply it scales all the way up, [1:51] right? Like we're taking some huge bets [1:52] at acquisition.com and there's a lot of [1:54] stuff that I don't know how we're going [1:55] to do it yet. But I believe that we have [1:58] the ability to figure it out because if [2:00] somebody else can figure it out, so can [2:02] you. It's not like they're made of [2:03] different tissue than you. It's not like [2:05] they spend different money than you do. [2:07] Every like these things are solvable. [2:09] And at the very least there's somebody [2:11] who knows how to solve it and you can [2:12] figure out how to do something for that [2:14] person so they can help you. Whether [2:15] that's money, whether it's a favor, [2:17] whether that's relational capital, [2:18] whatever you have to do. And so like if [2:21] I I want to transfer this to the [2:22] greatest degree possible because I had [2:23] so much fear like what if I don't figure [2:25] it out you keep trying if you don't [2:27] figure it out of like you just you [2:29] didn't figure it out that time you'll [2:31] just figure it out the next time right [2:33] like unless you die right and this a [2:35] jock will quote which I I'm so angry [2:37] that it's this quote because I love it [2:38] so much but basically [2:41] all failure besides death is [2:43] psychological. [2:48] Did you die? No. Did you figure it out? [2:52] No. Guess what? You're not dead. Try [2:55] again. [2:59] And I just wish I could pass it on [3:00] because like that's the worst case. And [3:02] everyone's so afraid. What if it doesn't [3:05] work? Okay, what if it does? [3:11] Because if it doesn't work, it'll change [3:13] nothing. But if it does work, it'll [3:15] change everything. Real quick, I'm going [3:17] to show you the exact 10-stage roadmap [3:19] from zero to 100 million plus that less [3:22] than 1% of companies finish I've now [3:24] done multiple times. And so I can say [3:26] with a lot of confidence that these are [3:27] the stages as headcount increases that [3:29] you need to get through. And I broke [3:31] each of these down by eight different [3:33] functions of the business, what the [3:34] constraint feels like, like what are the [3:36] symptoms of it when you're going through [3:37] it. And then what steps we actually took [3:39] to graduate. And we've done this across [3:41] software, physical products, uh service [3:43] businesses, brickandmortar, all of this. [3:46] And it works. And it's my gift to you. [3:48] It's absolutely free. And so the link's [3:49] in the description, but you just go [3:50] acquisition.comroadmap. [3:52] Just enter your info and it'll spit it [3:53] right back to you.

===FILE=== IIaBNkmhuX8 - Adding More Content Increased His Churn.txt
https://youtu.be/IIaBNkmhuX8
Adding More Content Increased His Churn

[0:00] Figure out what the inputs are for [0:01] growing your business. And most of the [0:04] inputs in this business are going to be [0:05] related to advertising. Most of them [0:07] because you have traffic, you have [0:09] conversion, you have pricing, and you [0:11] have churn. Those are the levers of this [0:13] business. And pricing, you pretty much [0:15] just pick and that's done. Conversion [0:18] you fix one time, you do little tweaks, [0:20] but for the most part, the page remains [0:22] more or less the same. And so the only [0:24] inputs in the system are going to be the [0:25] things you put on the back end inside [0:26] the community to reduce churn and things [0:28] on the front end that you do to get more [0:29] people in there. And I want to tell you [0:31] one story and then I will go to the A's [0:32] and Q's. Very good friend of mine had a [0:35] very very successful newsletter. Um and [0:38] I'll say like when I say very very [0:39] successful I'll give you scales probably [0:40] 500,000 a month. All right. So print [0:42] newsletter old school marketer. And I [0:44] was talking to him about it and he said [0:47] I said what was your churn on that? And [0:48] he was like it was about 15%. And I was [0:50] like okay that's pretty good for like a [0:52] a newsletter offer. It was high ticket. [0:53] It was $200 or $300 a month, I think. [0:55] Sorry, $300 or $400 a month. So, it was [0:56] expensive newsletter targeted for [0:58] business owners. And I was a reader of [1:00] the newsletter and I was like, "Why'd [1:01] you stop this thing? I loved it. It was [1:02] awesome." And he said, "Oh, I stopped it [1:04] because, you know, I'm an entrepreneur [1:05] and it, you know, I got bored with it [1:06] because it just made money and it was [1:08] really easy. So, I just decided to start [1:09] something really hard and lose all my [1:10] money." And so, before before So, going [1:14] back to the churn, I said, "Okay, so [1:15] you're 15%." He said, "What did you do [1:17] to reduce churn?" He said, "Well, I can [1:19] tell you all the things that I did that [1:20] didn't reduce churn." And I was like, [1:22] "Well, that works." He said, "Curing [1:23] what is that was at its absolute lowest [1:25] when I only had two things in my [1:27] deliverable. [1:28] They had a call once a month, once a [1:32] month, and they had a newsletter. That [1:34] was it." He said, "Then I went from once [1:36] a month to once a week, and then I added [1:38] two a week. I added Facebook Fridays [1:40] where I talk about ads, and then I would [1:41] do Q&A's on on Mondays, and then I added [1:44] in two or three other things inside of [1:45] the community." And and and and and the [1:48] more things he added, the more churn [1:50] increased. [1:51] And so I just think that there's just a [1:53] huge lesson in clarity and simplicity [1:54] here in the messaging and also your [1:56] deliverable is that because you get [1:57] bored has nothing to do with your [1:59] customers getting bored. And a lot of [2:01] times reduction of churn is about [2:02] simplicity and making thing and about [2:04] activation getting someone to consume it [2:06] rather than having more things for them [2:08] to consume. I would rather increase the [2:10] likelihood that they consume 100% of my [2:12] stuff than try and give them more things [2:15] to consume. [2:17] And so that was my my little lesson, my [2:19] little takeaway that I'll share with you [2:20] guys. He had two things and he was [2:22] charging $400 a month. [2:26] And so some of you guys are mispriced [2:28] for sure, but you just want to make sure [2:30] that the thing that you actually give [2:32] that they actually consume is really [2:34] good. I'd rather you just spend one [2:36] whole month making one really valuable [2:38] thing that they're like, "This is worth [2:40] $2,000." And then they stay. So that is [2:42] my TLDDR uh for this. But the inputs [2:45] that you have will be what do I make [2:47] that's exceptional on the back end and [2:49] try and put all my effort in getting to [2:50] consume it and then everything else of [2:53] my time goes towards advertising. And so [2:55] if you look at your day and you did not [2:57] let more people know about your stuff, [2:59] you will stop making money. And that is [3:01] what many of the people who win the [3:02] games do because they're committed to [3:03] the outcome, not the inputs. All right.

===FILE=== IPuPrnHODOY - How to Start Advertising as a Beginner.txt
https://youtu.be/IPuPrnHODOY
How to Start Advertising as a Beginner

[0:00] You have to let more more people know [0:01] about your stuff. And so the way that we [0:03] do this is we do the rule of 100. All [0:06] right? And so by method that means [0:08] that's page 164. You either do a 100 [0:11] reachouts a day, cold or warm. You do a [0:13] 100 minutes of making content and post [0:15] something, which for some reason I [0:16] didn't put that in the book. Um, no, I [0:18] said release it one per day. Thank God. [0:20] All right. But some people hear that [0:21] first line and they're like, I'm making [0:23] 100 minutes of content today. And I'm [0:24] like, I haven't seen you post. They're [0:25] like, well, I'm still working on it. I'm [0:26] like, what are you doing? Post. All [0:28] right. And then and then um paid ads is [0:31] 100 minutes a day of making paid ads. So [0:33] that's doing the research, looking at [0:34] other hooks, recording, editing, cutting [0:36] it, and spending money, right? You got [0:39] to spend money. And the amount of money [0:40] you spend, I would say, per month should [0:41] be relative to what you're willing to [0:42] pay per customer. Okay? Now, I have an [0:45] update to this that I'll share with you, [0:47] which we learned from the school games [0:48] because I help a lot of people who are [0:49] starting out. Now, it doesn't matter [0:50] whether you're brand new or you're an [0:52] experienced business owner. If you start [0:53] a new channel, you're still starting at [0:54] zero, right? And one of the things that [0:56] we added in for at least the content [0:58] side was most of the times you'll be [1:00] limited by, you know, the amount that [1:01] you can make and sometimes even the [1:02] amount of DMs that you can do on on a [1:04] social platform. But one thing that's [1:05] not really limited or less limited is [1:07] the amount of comments that you can [1:09] leave uh on other people's posts. And so [1:12] what you want to do, the goal is to have [1:13] the best comment on a post that is [1:16] relevant to your avatar. So basically, [1:18] it's like all of these posts exist. [1:20] They're almost like free ads that you [1:22] think are attracting the attention of [1:23] your avatar. And so what you want to do [1:24] is have the most thoughtful response to [1:26] that uh post and then you basically can [1:29] like hitch a ride on somebody else's [1:31] views and it's totally legal. So like do [1:35] that on top of this. And this is for [1:37] those of you who are like I just don't [1:38] know what to do. This is what you do. [1:39] You reach out to people, you make [1:41] content, you run ads. Pick one. And to [1:43] be clear, this is Alex's two cents. So [1:45] this is this is a personal opinion. Um I [1:48] don't really tear people down. That's [1:50] just I just don't do that. Um, some [1:52] people like make their whole brands on [1:53] dunking on other people. I just don't [1:55] like that kind of negativity personally, [1:56] like in my life or otherwise. Um, you're [1:59] welcome to do whatever you want. My [2:00] recommendation would be to give people [2:02] flowers and, you know, basically give [2:03] them props, which is what I think [2:05] millennials say. Uh, for when they do a [2:07] good job, so I'm dating myself here. Uh, [2:11] flowers, right? Uh, tell them they did a [2:13] good job and basically break down or add [2:15] to it. Say like, I love all this and uh, [2:18] and I think it's a great way. Okay. So [2:19] instead of saying basically this is and [2:21] thinking instead of or thinking. So my [2:23] first piece of homework is write what [2:26] your advantage is in your current [2:29] position. So if you're if you're Nike [2:31] and Nike if you do want to respond to [2:33] this video, I'm totally okay with it. Uh [2:35] but if you're not Nike, right, talk [2:38] about the unique angle that you have [2:40] compared to the leader in your [2:41] marketplace. Because let's be real, the [2:43] vast majority of people who are watching [2:44] this are not the leader because only one [2:45] leader and everybody else who's not the [2:46] leader is more people than the one. So [2:48] the likelihood that you're not the [2:49] leader is high. So talk about how you're [2:52] different than they are in a way that is [2:54] factually correct that they cannot argue [2:56] with and drop it in the comments. I'd [2:57] love to see them. And everything that I [2:59] just talked to you about those positions [3:01] is what I would weave into my sales and [3:03] my marketing. Cuz the nice thing there [3:04] is it's also it's not like claims based. [3:06] It's just like these are the facts and [3:08] this is the reality of it. And if you [3:10] ever want to make more compelling [3:11] marketing, the thought that I would give [3:12] you is just drill one level deeper. At [3:15] the surface level, it's like it's David [3:16] and Goliath. But like when you actually [3:18] drill down, it's an unfair advantage [3:19] because David isn't really competing [3:21] against Goliath. It's competing against [3:23] Goliath's like kneecap, right? It's like [3:25] it's the piece of the larger thing. [3:27] There's this amorphous idea of Nike, but [3:29] really all you're competing against is [3:31] the person who's six levels down who got [3:34] hired out of college to make their [3:36] social media post for one specific, you [3:38] know, person or whatever. That's who you [3:40] have to beat. And so, like, the way that [3:42] you beat the Roman Empire isn't by [3:44] taking the Roman Empire on headon. It's [3:47] by tiny little nibbles on the edge of [3:49] their kind of perimeter and just working [3:51] your way in. And fundamentally, that's [3:52] how the barbarians over time, you know, [3:54] crunch down on Rome. And so in this [3:56] instance, we are the barbarians.

===FILE=== IuOjYZMQu_I - The 4 Reasons Employees Don’t Do What You Ask.txt
https://youtu.be/IuOjYZMQu_I
The 4 Reasons Employees Don’t Do What You Ask

[0:00] Well, like you had this cool uh like [0:02] I've been watching your I think I told [0:03] you the other day I was watching your [0:04] content not on tactics of making money [0:07] but on tactics of leadership and [0:08] management and you had this cool thing [0:09] called the diamond. [0:11] Yeah, it's great. [0:12] It was like basically for the listener [0:13] it was like uh if you have an employee [0:15] who's not doing what you want them to [0:16] do, they're either they don't know what [0:18] you want done, they don't know how to do [0:19] it, they weren't motivated or they don't [0:21] know I think when that you want it done. [0:23] Yeah. Or there's something blocking [0:24] them. Yeah. And when you come up with [0:27] something like that, is that something [0:28] that you make up or do you read other [0:30] books and you steal like like cool bits [0:33] of inspiration and you repurpose them [0:35] for your need? So honest truth, I really [0:38] don't read as much as I probably should. [0:40] Almost all my stuff just comes from like [0:43] me doing it and then saying, "Man, [0:44] there's got to be an easy way to [0:45] describe this." If I happen to come [0:48] along some sort of, you know, if there's [0:50] some coincidence, I see that as [0:52] corroboration of an idea. But yeah, no, [0:54] I really don't consume anyone else's [0:55] stuff for for like inspiration. I like I [0:58] have enough [ __ ] going on every day. I [0:59] have tons of stuff to talk about. And so [1:01] yeah, no, the the management diamond was [1:02] like, all right, fundamentally people [1:04] don't do stuff for a reason. I have to [1:06] figure out what that reason is. And if [1:08] there's a way that I can have a [1:08] framework that I can have for this [1:09] conversation that makes it less like how [1:11] do I not attack the person, right? [1:12] rather than say like you are lazy piece [1:14] of [ __ ] It's like that's that's [1:16] unlikely to be productive and also [1:17] probably not the real cause of why [1:19] they're not doing things because most [1:20] people do prefer to stay employed and [1:22] also prefer to you know do a good job I [1:24] think by and large. And so it's like if [1:26] if we take that to be true and I want [1:27] them to succeed and so do they then like [1:28] what's getting in the way here? It's [1:29] like well I didn't communicate that I [1:31] wanted them to do this thing. Okay well [1:32] that's on me. I didn't tell like I told [1:35] them but then they're like cool I don't [1:36] know how to do that. That's a training [1:37] issue. Okay. you know, they they they [1:40] didn't know there was a deadline [1:41] associated with it. It's a when problem, [1:42] right? And then it's like, okay, well, [1:44] they knew when to do it. They knew how [1:45] to do it, and they knew that I wanted [1:46] them to do it. Then it's like, okay, [1:48] well, then is there something blocking [1:49] them? Now, the motivation one of like [1:51] they're not motivated to is like [1:54] technically correct, but it's the last [1:57] one that I'll go to because most times [1:58] people are relatively motivated to do [2:00] it. Now, mind you, there's definitely [2:02] times when that's just not the case, [2:03] right? or the how component has a more [2:07] uh generalized skill that someone [2:10] doesn't have. So I I'll say it [2:11] differently like if in order to do a [2:14] role my position is like you've probably [2:16] heard like attitude versus aptitude and [2:18] that used to bug me a lot because I was [2:20] like well that can't always be what it [2:21] is right because it's really just that's [2:24] there's there's a deficiency in [2:25] someone's skill set to enter an [2:27] organization to do a role and so we want [2:29] to hire for the small skill deficiency. [2:31] if you're hiring for what people [2:32] consider low skill labor. So, if you run [2:34] an Airbnb and need maids or you have a [2:37] yogurt shop and you need to have people [2:38] who do, you know, clean the counter and [2:40] like check people out, that's very low [2:42] skill technically. But in terms of [2:44] hiring, you're going to hire for [2:45] attitude, not aptitude. And that's just [2:47] because the amount of skills required to [2:49] train someone on attitude far outweigh [2:51] the skills it takes to take somebody [2:53] who's already friendly, knows how to [2:54] show up on time, can smile, say hello, [2:57] makes chitchat, uh teach them how to use [2:59] a cash register and clean the thing, [3:00] could take like two hours. Like it's not [3:02] a lot of training in order to do that [3:03] role. And so it doesn't make sense to [3:05] hire someone for uh aptitude. Like I've [3:08] I've worked a cash register before, but [3:10] I'm a dick. It's like well that's not [3:11] going to be very help. Like I'm going to [3:12] have to train you to not be a dick. It's [3:14] not worth it. On the flip side, if you [3:15] want to have the number one AI [3:16] researcher in the world, if that guy's a [3:18] bit of a dick, then you could probably [3:20] work with him on being a little bit, you [3:21] know, better at communicating with the [3:23] team, you're not going to take the [3:24] person who was, you know, the yogurt [3:26] yogurt store cashier register, assuming [3:28] they take no, you know, they're not on [3:29] the side doing all this stuff, uh, and [3:30] make them the number one AI researcher. [3:32] And so, it's like we always just should, [3:34] at least in my opinion, hire for the [3:36] person with the small skilled [3:37] efficiency. And then we have to ask the [3:38] question as the business owner given [3:40] that skill deficiency is it worth us or [3:43] worth our resources to train them. And [3:45] so I I take the position that I think [3:47] every skill is trainable. It's just is [3:50] it worth training? Like are there other [3:52] people I get higher returns on in which [3:53] case great I'll use them. And that for [3:56] me is fundamentally like why I would say [3:58] that over my career the biggest change [4:00] in terms of my hiring practices is I I [4:02] hire far more for general intelligence. [4:04] Now the intelligence will allow someone [4:07] to bridge the skill gap faster and so [4:09] it's a return on resources for where [4:11] they are versus where they need to be [4:13] whether it's a quote attitude issue or [4:15] quote hard skills issue. But I see soft [4:17] skills and hard skills as just skills. [4:19] One or you know hard skills are easy to [4:21] easy to define and measure. Uh soft [4:23] skills are just hard to define and [4:24] measure but they still are definable and [4:27] measurable. And so I want somebody who [4:29] has high intelligence because I define [4:30] intelligence as rate of learning. And so [4:32] if I can get someone who has a high rate [4:33] of learning versus somebody else, maybe [4:35] that person starts a little bit behind, [4:36] but in six months they're going to pass [4:38] the other person who might have [4:39] experience. And so again, it all depends [4:41] on like what the timeline is. If I take [4:43] a toddler, I can get them to be an adult [4:45] in 18 years and be perfect, but I don't [4:46] know if I have 18 years to wait. And so, [4:49] you know, that's that's kind of my [4:50] general rubric. Real quick, if you're a [4:51] business owner and you are not growing [4:53] as fast as you'd like, I'd like to give [4:55] you a free gift. So my team and I put [4:57] together the $100 million scaling [4:59] roadmap, which is basically 200 hours of [5:01] us looking over all the portfolio [5:02] companies we've had and what stages of [5:04] growth they went through and more [5:06] importantly where they got stuck and how [5:08] they got past it. And so we broke it [5:09] into these 10 stages and we made this [5:11] little kind of quiz thing where if you [5:13] put in your business information, it'll [5:14] tell you where you're at and the most [5:16] important part for you, what to do for [5:17] each of the business across product, [5:19] marketing, sales, customer success, [5:20] recruiting, IT, human resources, and [5:23] finance. And so no matter what you're [5:24] struggling with, someone else has [5:26] already struggled with it and solved it. [5:28] And so I'd like to give you this thing [5:29] absolutely free. You can go to [5:30] acquisition.com/roadmap, [5:32] plug in your business information, and [5:33] if you want us to actually help you [5:36] deconrain the business and you're trying [5:37] to scale, we'd love to help you out on [5:39] the thank you page. You can just book a [5:40] call with my team and we will look at [5:43] the business, see if we can help, and if [5:45] we can, we'll invite you out to Vegas [5:46] and we'll do this in person live.

===FILE=== IxqZEmO9WUQ - The Fastest Growth Comes From the Most Miserable Seasons.txt
https://youtu.be/IxqZEmO9WUQ
The Fastest Growth Comes From the Most Miserable Seasons

[0:00] The fastest growth periods are often the most miserable. If you want progress, get used to pain. The worst thing that's ever happened to you is the worst thing [0:07] that's ever happened to you. The hardest you've ever worked is the hardest you've ever worked. Every new challenge shows you a new territory you were scared of but survived. Every time you break a new [0:16] limit, you now know you have the capacity to handle more than you ever did before. It's inverse PTSD, like workload exposure therapy that teaches [0:25] you, "Oh, I've been here before and I didn't die. this is okay. [0:32] So, one of my training partners, what he likes me to tell him when he's in a hard set is you're fine. [0:40] That's what he likes me to tell him. So, he's he's right at those money sets where you're like, I'm dying right now. And you're like, you're fine. [0:46] Not keep going. You got this. It's And a lot of people like that. He's like, you're fine. You're fine. [0:52] And I think that that's probably what he tells himself when he's going through those harder times because I um so when I was back in in in the fraternity days [1:01] um I was in the SEC which is you know the South um and they were notorious for like heavy hazing and so I was going to [1:08] join as a pledge and so I called my dad up and I was like hey you know I don't know what's going to happen blah blah blah and he said he said this to me which actually was one of the strongest [1:16] things that was my frame going into it because of what he said. He said, he said, there is nothing that they can do to you that you have not already had worse happen. [1:28] And it was this great like, huh, they can't do anything worse than what I've already had happen. And so going into all of these, it was this very comical [1:37] like, oh my god, I was like, this is so much not as bad as this other stuff I've had to go [laughter] through. And I think that um to to your point of like [1:46] you have only worked as hard as you've ever worked. Um the the frame of I can stand it because I am not dead. I am [1:55] living proof every day that I have stood withtood everything that I have been through which I think almost all of us could probably give ourselves a little [2:03] bit more credit. Um and the day that you can't stand it anymore you won't have to. [2:08] What would you have said if they could have done something worse to you than what had already happened to Am I dead? [2:13] Guess what? I have a new bar that I know that I can't stand. Yeah. More evidence. [2:17] Real quick, I'm going to show you the exact 10stage road map from zero to 100 million plus that less than 1% of companies finish. I've now done multiple [2:25] times. And so I can say with a lot of confidence that these are the stages as headcount increases that you need to get through. And I broke each of these down [2:33] by eight different functions of the business. What the constraint feels like, like what are the symptoms of it when you're going through it, and then what steps we actually took to graduate. [2:40] And we've done this across software, physical products, uh, service businesses, brick and mortar, all of this, and it works. And it's my gift to [2:48] you. It's absolutely free. And so the link's in the description, but you just go acquisition.comroadmap. [2:53] Just enter your info and it'll spit it right back to you. Offering.

===FILE=== JE2_7elAcxM - How to Sell Better than 99% Of People (4 HOUR ULTIMATE GUIDE.txt
https://youtu.be/JE2_7elAcxM
How to Sell Better than 99% Of People (4 HOUR ULTIMATE GUIDE)

[0:00] this is all my best presentations and videos on sales you could call it my Ultimate Guide enjoy selling with logic [0:08] to make lots of money and so this will either be the best presentation on sales you've ever heard the worst presentation [0:16] on sales you've ever heard or somewhere in between that is a promise all right and so I thought it would make [0:24] sense to start with this we have a high this is Charlie Monger who's probably like my number one hero in this season of My Life um we have a high moral responsibility [0:32] to be rational and I think that getting someone to rationally decide is important because emotional buyers often times get excited they'll buy and then [0:39] who's had somebody who calls him two days later it's like I don't know why anybody raise your hand just so you know you're not alone okay and what happens [0:47] is it's just like dating I think Lea talked about it yesterday if you have a rational foundation for a relationship or a decision when the emotions fade the [0:55] logic will continue and so it's good to to answer both sides of the decision-making process the short-term side is the emotion that gets you to [1:03] decrease your astion threshold and take a step right but the logic is what makes it stick and actually makes a great customer all right and so for me and I [1:12] think that the further along you get in business and the higher up you get in business the more you'll see people who tend to make more logical decisions more logic first decisions and fewer and [1:20] fewer emotional decisions all right so what does being a rational sorry what does rational logical have to do with [1:28] selling well you have logical buyers and you have emotional buyers in general right most people sit on this Continuum [1:35] one way or the other and emotionally people want to believe you people want to buy you must help their logical [1:44] brains justify to decision that they already want to make think about it that way they want to buy from you you have [1:51] to help them all right so who here identifies actually I'll skip through this emotional logical you're probably [1:59] in between anybody in between these two anyone all right then you'll love this so before we get started I thought I [2:08] would give you a few beliefs about selling that have served me very well throughout the years number one people want to believe you they want to buy you [2:16] must help their logical Brains Brains justify the decision two selling happens before you ask for the sale closing [2:24] happens after so you're selling for a lot longer period of time but the moment you kind of like take your pants yourself and you're like this is what it is that's when you're closing [2:33] right you have now solicited now you close three it's easier to handle [2:42] obstacles than objections I'll get to what the difference between those are in a second that being said expect and plan [2:51] for no it is not failure it is expected so stop being surprised it's one of the first things we talk new sales guys into [3:00] 3 minutes is expect no that's not like that's a part of this if they already were going to say yes then you are not necessary no [3:08] is the job right if they could make the decision on their own they would just send you the money right the reason they're struggling is because they can't [3:17] and they need your help which is why sales is actually the first step in coaching and I see sales as power if you [3:25] can have the ability to direct or influence others that is power and I feel like it should be made much cooler [3:33] than I feel like it is five if you didn't get a gasp from a price tag you didn't go high enough this is another belief so for those of you who are [3:41] afraid to raise your price if you're not getting gasps you're not going high enough straight up and when you do it [3:48] that way you can always walk down and have a beautiful price anchor right when you say $100,000 first a grand feels like a rounding error it's true but when [3:56] I say $10 first like I'm saying right now $10 and I say a thousand sounds way [ __ ] bigger doesn't it so you got to [4:04] get the gasp and you got to train your guys if you have a team they have to be comfortable with the no and they have to be comfortable with the gasp they got to [4:12] go for the gasp be like dude you should have heard the gasp on this one right there we go seven selling properly is the first step becoming a coach right [4:20] your first impressions the expectations you set dictate the relationship how you sell the fact that you use logic in the sale will set you up for success and [4:28] your client for success in the long run eight selling is helping prospects make decisions to help themselves like you are helping them help themselves that's [4:36] where the power comes from you are not helping them you're helping them help them see the difference it's nuanced but it's real nine keep the prospect not the [4:45] sale as the priority it's not about us the more you can vanish in the sale and [4:54] and magnify them the better your selling conversations will go because it's not about us they don't care about you they [5:01] only care about them and they will talk about themselves as long as they'll let them this is a really important one especially when you starts getting into [5:08] closing seek to understand not to argue and the way that I train our sales teams around this is childlike [5:17] curiosity so when someone says when someone objects to something it's like ha that's so weird I wouldn't have thought that tell me more about that [5:25] right and you get to be able to maintain that childlike curiosity the same way they train fighters to not breathe too [5:32] much during a fight through exposure the more more times you get into these uncomfortable high stakes closing [5:40] scenarios the less weird and high stakes they become because they become what you do every day and the good thing is you [5:47] get to have this conversation hundreds and thousands of times and they only get to have it once so you [ __ ] better be better at it than them closing is a [5:55] dance not a fight it's seduction not rape I mean I'm being super serious about [6:03] this the goal is not to beat them into submission the goal is to sell from your back foot it's like I'm good I want to [6:12] help you help you and if that means not doing this then I [ __ ] love it I'm with you I'm on your team and I'll give [6:20] you a bullet around that in a second selling is a transference of belief over a bridge of trust therefore there are two things that are required You Must [6:28] Believe so that you can transfer it and you must have trust to make the transfer because if you truly believe and a lot of times you anyone been on a hot streak [6:38] when they're selling anyone anyone who just had their hand up ever been on a cold streak most times you go from hot to [6:47] cold not because you forgot how to sell because you stop believing in why you're selling you have the same skills as you did the day before but sometimes you get [6:55] a text you get an email get a pain in the ass customer you ask for a refund whatever the hell it is right and then you question yourself and so that bridge [7:02] might have been created but there was nothing to walk across it because your cup wasn't full and so that's why especially it's you in the beginning but your teams over time the process of [7:11] filling conviction is one of the easiest and best ways to increase someone's closing percentage better than any of the training in the world if you get [7:19] someone to believe they will sell the right way because they're doing it not to make the deal because they want to help the other person 16 you can only [7:27] build trust if you genuinely want to help and humans are exceptionally good at sniffing out intention is a survival mechanism you have to know if someone's trying to double cross you we're very [7:35] good at smelling it out and the reason a lot of you guys can't close is because you only care about closing belief and Trust are a Continuum not binaries so [7:44] it's not you believe or don't believe it's not they trust you or don't trust you but how much do they trust you how much do you believe how deeply do you [7:52] believe because anyone ever been around somebody who just believes balls to Bones something that you think's batshit crazy like I mean all the way so much so [8:01] that you start to question what you believe that's what real conviction does 18 closers ask hard questions and it's [8:09] because you genuinely care that's why you do it it's why we're here who here wants to impact thousands of lives and help people then you got to [ __ ] ask [8:17] hard questions because it's the only thing that's going actually Pierce someone's hard and actually get the transformation to happen if you can't make if you cannot have transformational [8:25] conversations you cannot coach and this is the first step the person who cares the most about the [8:32] prospect wins the sale that includes them so if you care more about their well-being than they do you will win and [8:40] if you are more convicted they will question their own excuses because you are so certain little TI Little Nugget for you [8:48] record all your sales by the way because when you do get on that hot streak right when you get on that hot streak and then you get cold [8:55] again watch your hot streak see where you pause what jokes you made when you asked for the sale when you didn't how you overcame it and it'll get you back [9:04] in the flow much faster than trying to question yourself what do I do what do I do always record all your sales it's also the easiest way to train new people [9:12] and then lastly 21 power is the ability to direct or influence people if you want to be [9:19] powerful you must understand this skill and that's what we're going to talk about cool awesome when does selling [9:27] happen does it happen when they're a lead does it happen when we're qualifying them does it happen when we solicit the sale does it happen when we [9:34] close the sale when does the selling happen all the time the entire time selling is happening but what are we [9:42] going to talk about today just this just closing everything you have to do after [9:49] asking someone to buy why are we doing that rather than the entire process beyond the fact that we'd be here all day the other reason and I love this is [9:58] that closing has one of the highest predictors of success in business and here's an analogy for it everyone [10:04] familiar with the NFL yeah great so here's an insane statistic the top five Red Zone offenses in the league now last [10:14] five years made the playoffs 90% of the time here's why this is interesting and crazy there's a million other stats they [10:22] could have horrible defenses they could have terrible coaching they could have a terrible whatever it is right they could have all these things that are wrong with their they could have Terrible [10:30] Special Teams whatever but just this one set if they're in the Red Zone they [ __ ] [10:37] close and I can tell you if you have this ability if you have this skill it will make up for a tremendous amount of deficiencies in other areas of your life [10:46] and business and it will buy you time to learn those but if you can't close it's very difficult to grow in business [10:53] especially in the beginning because it's probably you that's why we're talking about closing why is this important from Money Getting perspective well first off if you have [11:02] 100 people walking the door 10% are never going to buy just accept that right problem is you don't know which 10% it [11:09] is but 10% are ever going to buy 10% are always going to buy you just got to not [ __ ] it up and most of you guys these are the only sales you're getting [11:18] they're like well I already I'm already here my friend told me about you I have my credit card out and some of you like well you know let's make sure you're like just shut the [ __ ] just take the [11:26] card you know what I mean like shut up right that's like hey my friend's so awesome you got to meet him and she's like oh my God he's great and then the [11:34] guy starts talking and she's like oh just kidding you know like terrible right but this is what we fight for this is what we train and if [11:43] you want to make a big impact that's what we're fighting for it's the middle 80 why this presentation will make you money if after this presentation you [11:51] just have one more bullet one more play In Your Arsenal to close where I get you one more deal a month I'll feel like my job was done all right and hopefully if [12:00] 12 minutes you just do that it'll pay for your entire weekend all right that's my goal for the presentation that everything that you guys have done for this whole weekend is paid for is that cool Fair [12:07] outcome all right so this is one of my favorite sayings you're only one decision away from changing your life [12:14] forever and whenever I feel overwhelmed or I feel like I'm decreasing like I feel powerless or I feel like I have less power than I want to have I always [12:21] say this to myself because it's like I can take one decision and change [ __ ] everything you know what I mean like I can I can drink a bottle of Jack get the [12:29] car I can change everything with one decision right I can make a step to to invest in something I can buy something I can invest in myself I can I can have [12:38] a terrible conversation with Laya or I can have amazing conversation with Lea but just one decision and that's always given me power but the thing is is that [12:45] instead of changing our lives we blame when I say blame I want you to think give power to sources outside of our [12:52] control and this is what you and this is what your prospects and your customers are doing and this is why so many people are Weak and Powerless and so we're [13:01] going to do a fun activity today because I want you to be involved so you can learn it and we're going to do this so that one you can help decisions to help yourself with whatever decisions you're facing two you can use these Frameworks [13:10] to help prospects help themselves and then three become more powerful so but rather than keep this hypothetical I need you to visualize the decision that [13:18] you need to make all right can you do that for me fantastic and this is why I want you to actually think through a [13:25] decision together because this is a statement from confusious I hear and I forget I see and I remember I do and I [13:34] understand so my goal here isn't for you to take screenshots of every picture of every slide that's not my point here because the thing is is when you do that and you kind of I mean this is why I do [13:42] it I take pictures so that I don't have to remember it but I don't want you to remember it I want you to understand it if you understand it you won't have to [13:50] go back to your notes because let's be real half the time you're not even going to open these notes up again you're here now with me try and understand if you do that it can change your life because [13:58] what we're going to do is not going to be some scripts that you have to understand but the logic behind the arguments that people will give you as to why they are not choosing to become [14:06] more powerful and if you can unlock that you people will feel more powerful talking to you and they will want to buy from you because of the feeling they have does that make sense and so that's [14:15] when you're using logic to create an emotion so you here here's an easy one for it anyone here presented with the decision last 24 hours yes great [14:23] fantastic so who thinks the a decision could change your life for the better great for the worse knows all right let's go so here's my goal I want to [14:32] show you as though you were Prospect how to think through a decision and help others using these Frameworks right what you want what you don't want maximize the left minimize the right so here's [14:40] what this is translated to if you decide to buy the offer you feel more certain about your decision if you decided not to buy the offer you feel [ __ ] certain about the decision and if you're [14:49] undecided you make a [ __ ] decision all right and you feel good that it's the one that has the highest likelihood of you getting you close to where you [14:56] want to go and this is what we have to walk through with with our prospects when you're looking at them you have to be like I don't want you to buy I want $100M Offers: How To Make Offers So Good People Feel Stupid Saying No (Hardcover) acquisition.com [15:04] you to decide for you not for me I'll be the same either way right you're like I'm going to be ripped and in shape it's not going to change me right like that's [15:12] not going to change but like it will change for you right so quick note on sales ethics and then we'll dive in helping someone make a decision to help themselves does not mean buy from you [15:20] that's a reiteration you have to keep their goals at the center of the decision and you should be happy I mean this because if you can shift this truly [15:29] if you can be happy when someone decides to own the power and not work with you then the pressure around sales disappears it evaporates there's no [15:38] stake the stake is did I help them does that make sense and that means that you can win every sale because you change the metric you're measuring Yourself by [15:45] that's the superpower like and that's where you do make the most sales because you don't care about the sale because you care about the person and the people [15:53] pay the people who pay the most attention so what I call it paying attention they pay for it they pay for you to pay attention rather than talking about yourself right CU they don't care [16:01] about you cuz they're thinking about 100 other things and this is why most importantly make high stakes decisions to help your prospects in order to best [16:10] serve them okay so I told you earlier I was going to talk about the difference between obstacles and objections couple of you guys raised your hands about the [16:18] differences I'm not going to ask I'll tell you what it is obstacle is a thing that blocks one's way or prevents or hinders progress when you disagree with [16:27] them that is an obstacle this happens before you solicit the sale someone says some [ __ ] before you even get to the [16:35] sale that's an obstacle a simple example I hear all the time hey why'd you hop on the call today hey why'd you walk in the gym today whatever it is right them I [16:44] just wanted to find out a little bit more about the program first 10 seconds obstacle you're not here to find out more about the program I'm here cuz [16:51] you're fat but they got to say it so you're like oh so you finding out like do you do this all the time do you go to lots of different programs it's find out [16:59] information or is there a problem you're trying to solve they're like oh well you know I'm trying to lose weight like oh got it so you're not just hopping on 100 calls a day cuz I was like that would be [17:06] a very weird existence right you just hop on for information all day ha great fantastic I've had this conversation [17:14] before right so that's an obstacle right and the thing is it's easy to confront and Destroy obstacles before you ask for [17:22] the sale once you've asked for the sale you switch to objections objections is when they disagree with you do so it's [17:29] much easier to be on the other side disagreeing and helping them break their beliefs before the stake has been presented after after the after you're [17:37] in the Red Zone it's all closing it's all objection overcomes right example that's like I don't want to buy right now and you're like totally understand what are the main criteria you're [17:46] thinking through which is always funny because people are like I need to think about I've never had someone like leave because they need to think about it I'm like cool what are you thinking [17:53] about and they're like oh I'm still here right like so learning how to talk through these high stakes decisions with [18:00] 18 minutes yourself or others is the purpose of presentation and as a result you'll become more powerful okay so before I dive into these AR each of these arguments I have to make this one [18:08] statement is that the person must really want the goal and believe three things one which [18:15] you'll get to it there we go the product will get them the goal comma the way they want to get there and I learned that second half the hard way because we [18:23] found out in gym launch that people would say no sometimes to buying memberships right or buying challenges or whatever but when we offered them the [18:31] ability to come back the next day help them for free we'd sell them $400 of supplements and they just said no to a $100 down service thing I'm like what [18:40] the [ __ ] it's because they want to lose weight but they want to lose weight their way and so that's when I started [18:48] learning like oh not only do we have to make sure that they want the goal and they believe that the product's going to get them there it has to get them there the way they want to get there this [18:56] gives you ammo for the questions that you're going to ask does this make sense okay the second thing is that you and [19:03] others will support them like are you telling me the truth is this really what's going to happen will other people around me support this decision and the [19:11] third is that it will work for them and not just everyone else sure I've seen the people who step on the stage but [19:18] they're different than me I'm a snowflake I have metabolic thyroid keto osis right whatever I have zero [19:26] influence oler whatever you know what I mean like I have no following is itis right whatever it is right whatever [ __ ] you tell yourself and what you [19:35] have to do in this situation you have to Pride proof so that it'd be more unreasonable not to believe than to believe and this is a logical close this [19:42] is not a this is not an emotional close this is when you look at someone and say how many people would you need to see for it to be more unreasonable for you [19:50] not to believe than to believe at what point is it 10 is it 50 here's a thousand tell me when to stop [19:59] okay okay okay great so that's not the real reason and then you can confront the real [ __ ] all right so otherwise if they're not sure of those things if they [20:07] don't actually want to lose weight if you don't actually want to make money doing online fitness then it doesn't matter what Jason says you don't want to [20:14] make money doing online fitness then you're not going to buy right if you do want to make money doing online fitness then you go down you go down the Train [20:21] the train tracks that make sense okay again this is why you expect no at first because if people could make the decision they would have already made it all right out of the main course Richard [20:30] feeman besides Charlie one of my favorite thinkers of all time he was like the second guy on uh the atom bomb sounds negative brilliant teacher he's [20:37] known for this understand don't memorize learn principles not formulas and that's what the rest of this presentation is about is the principles behind [20:45] overcoming these distortions that people have and so this is me asking you for your own sake don't take pictures of the slides it's because all the stuff's [20:52] going to be in the recordings but you are here now so be here now so you can understand it okay so there are three sources this is a huge breakthrough for [21:02] me so I'm going to share it with you this first time try share to life there are three sources that we cast our power to okay and it took me a very long time [21:09] to get through this because I looked at Grant and he had his you know you got stall decision maker money then you talk to Barry who owns Sage she's like you [21:18] got time fit uh money fear shame right those are hers and then Jordan Belford's got his and so everybody's got like [21:25] these are the only overcomes right I was like there has to be an actual truth here like there has to be something that's true that's [21:32] uned and so trying to figure this out I actually went back to Dr Albert Ellis anybody who know who he is no one great [21:41] um who here knows what cognitive behavioral therapy is CBT he invented it smart dude and so what he noticed is that he [21:50] originally had 11 distortions of reality then he dropped it to nine then to seven and then he came to three and the three stuck and the three are what I'm about [21:59] to share with you and you're like why is he talking about this about sales because the objections that people offer you where they cast their power to are distortions of [22:07] reality they are the things we use to upset ourselves these are the three circumstances and this is the irrational [22:15] statement that people make I must get what I want when I want it I must not get what I don't want if I don't get [22:21] what I want I can't stand it that's when people blame their emotional disturbances on emotional disturbances [22:28] on circumstances two others other people must treat me fairly and kindly and if I if they don't they are no good and [22:35] deserve to be condemned and punished it's like your animal brain right three self I must do well or else I am no good [22:44] these are the three core distortions that upset people this is like mental illness right and so I'm not saying anyone has mental illness if they don't [22:51] agree with you it's more so that these are distortions that are not real and if you can understand not memorize if you can understand this then you can have [23:00] 23 minutes these high stakes conversations understanding exactly which Distortion they're suffering from and I'll show you how to overcome them okay and so I like [23:07] to consider like the onion of blame people this is like one of the bigger breakthroughs I had they start with the outside they blame [23:15] circumstances time money other [ __ ] and then the step next to that they start to blame other people my spouse my kids my [23:22] employees and then finally they say like it's me it's my fault and so you might have to overcome multiple layers as you [23:30] peel back and based on the objection they give you you can know where you're at you can know how close you are if someone just says I have to think about [23:38] you're like great I'm talking to the person who's in power and the decision maker and I just need to get them to say yes if they're like I don't have they're [23:45] casting the power away and some of you guys are probably casting your power away on decisions you need to make which is why I'm making this presentation even though that these are the things that [23:53] distort people's realities CU you're like no one's ever said circumstances are getting in my way right like no says that right they manifest in five ways [24:01] that I want to equip you to deal with all right for yourself and others so these are the five most common excuses [24:07] scapegoats that people use for circum and if you find other ones these are the biggest buckets because I didn't want to have a hundred things here but the big three buckets are circumstances others [24:16] and self right but they manifest with time in multiple ways and I'll show you how value price money Etc fit I'm a [24:25] special snowflake others which is I don't have the authority to make the decision and then finally self which is what if I just don't make the decision let some [24:33] let life make it for me right avoidance stall you go from surface level to core and as a side note you should never get [24:41] stuck on the stuff near the top and ideally you really never get stuck anywhere on this equation if the person wants what you have and you truly [24:49] believe in what you have to help them and I mean that like if you understand this thoroughly you can walk someone towards helping themselves okay okay [24:58] this is what they look like or this is what they sound like in reality not a good not a good time right now I'm really busy right that's time [25:07] can't afford it too expensive fit not sure if it's for me I hate broccoli I can't do a plan with broccoli right can't do a plan where I have to DM [25:15] people every day it's against my brand I'm poor but it's against my brand right Authority have to talk to my partner spouse I have to talk to somebody who [25:23] has more power than me it's funny because when you start thinking this way it sounds silly and then avoidance I need to think about it clearly let's think about it now all [25:32] right and so I told you I want you to think about the principles Behind these things not memorize you've got circumstances you got other people and [25:39] you have yourself and we drill down so quick test who here is physically in the room raise your wonderful arms are [25:47] working we're rocking so here's my ask raise your hand if you or your prospects present with this [25:56] Distortion so who here is a Time person I'm busy it's not a good time maybe in the future anyone deal with these sometimes it's yourself totally so I'm [26:04] also going to tell you a secret about this I think the reason I got pretty decent at logical arguments is because I am inherently skeptical and I will [26:12] paralyze myself from not doing anything unless I have really sound reasons to do it and I realized that I couldn't move forward to make any progress in my life [26:20] until I had these Frameworks to think through these hard decisions through so I could start taking steps to where I where I wanted to go it took me years to [26:27] get there and so so hopefully I can give you some keys that help me unlock my own head to get out of my own [ __ ] way so that you can too and help your clients [26:34] all right so the way I think about time and there's a lot of overcomes for all of these things what I tried to do is Bunch the three biggest ones that I like [26:43] to use most frequently and if I uh Veer from like the the bullets on the screen it's because I'm riffing with you and I'd rather just kind of stay in the flow [26:51] is that cool okay fantastic so when you're overcoming this one each of these is kind of a specific angle that you're [26:57] attacking it from so macro is like I'm this is a busy season for me got lots of stuff going on right micro is like I [27:06] don't have any time in my day so you're one person is saying I've got lots of [ __ ] going on one person's like I can't find the time it's different sounds subtle but it's both about time but in [27:14] different ways all right and then the the last one is well when when I have time I'll start right everyone know this [27:22] [ __ ] horeshit but whatever okay so as always we never disagree with prospects because you're not in a fight totally get it totally understand do you [27:31] think like do you want this to be something that lasts for the long term right it's a question you're like yeah do you think that you're going to be [27:38] busy again in the future well yeah so you want this to last in the long run and you do think you're going to be busy again in the future well then don't you [27:46] think it'd be best to start now when you are busy because if you learn how to do it when you're busy you'll be able to do it forever if you can only learn it during a perfect circumstance then [27:54] you're going to fall off when it gets busy again and isn't that the time you'd want to have the most support goes for you guys too that's just number one we [28:01] got so many lore right and so when you knock that out the goal is that the person says well [ __ ] that's not a good [28:08] reason and you take one step towards the truth so when you're thinking about it's not like oh I've got to overcome this one thing and then they'll buy you got [28:16] to keep peeling and if you have this framework you understand the direction you're going in and you can start listening for the oh they're talking about themselves now I've gotten two [28:24] layers deeper right so that's seasonal micro you can't tell someone in a sale hey take out your phone take out your [28:32] hours by week pull it up oh look 22 hours on social media this week you've got time so you say it differently you say you know what I had the same issue [28:40] and I used to complain all the time about like how I didn't have time to to be successful and do things I needed to do and my wife got so sick and tired of me saying this she pulled my phone out and she was like look I guess I just [28:49] found your time didn't I I was like ah [ __ ] and you can say it that way and then a prospect feels better does anybody here feel like they don't have [28:56] time right and the first thing that any program is going to do if it's a good program is going to cut out the 90% of the [ __ ] [29:04] that you are doing which is causing you to feel overwhelmed which is probably the real reason you feel like you don't have time Jeff basil got the same time you do right it's just what are the [29:13] things that you're doing that he's not it's not about adding [ __ ] to your plate it's about removing the stuff that's not working because clearly everything you're doing that's filling your time is not making you more money so you're [29:21] doing the wrong [ __ ] so there's going to be plenty of time because all the stuff you're doing now is not working right not simple but that's the reason right [29:30] so we went mael when then hey in the future when I've got time I'll totally sign up for [29:39] your program right anyone heard this one anyone say this one right and again you want to you want [29:46] to empathize you don't say like Ah that's [ __ ] you say totally understand that's I was stuck like this for years if you can step in their shoes you're not attacking them you actually [29:54] go from the inside out you step into their self and then you walk them through the Epiphany that you experienced and it doesn't feel judgmental it feels helpful that make [30:02] sense I used to feel the same way right and I found this out actually from Jason Flatley and he was the one who told me this it's a it's a logical fallacy it's [30:10] called the when then fallacy which is why that's how I remember it and the onein fallacy simply States when I have [30:16] X then I will do y but it flips sequence so it's like when I get better I will go to the hospital sorry there's just so many like [30:25] hilarious ones about like money and stuff like I start saving money once I'm rich like all right but the thing is is [30:31] that we do this right we do this I'll pay for the program that'll make me more money when I have more [30:39] money that's the point of the program I'll pay for the program that'll help me get a sixpack once I have a six-pack once I have more time which the [30:47] program is going to help me have you know what I'm saying like it's just it doesn't make it's a fallacy and so what that means is it's a distortion it's not [30:54] real and so the goal of having these high stakes conversations is simply showing people we're not attacking we're just walking them through it and be like [31:02] do you realize that this is holding you back and I know this better than anyone because I'm a skeptical [ __ ] the reason I can do all these logical things is because I'm the first person I'd [31:10] overcome right and you might be too so once we attack time from these [31:18] three angles it depends which one they present with if they present with one and then move to the next you can knock all three out you'll probably find some that that make the most sense to you but the thing here is it's not about [31:25] memorization you just got to get it macro you're always going to be busy once you want the most help when you are busy so that it can stick forever yes [31:33] time my wife showed me my phone turns out I got [ __ ] time but the reality is it's not about what I am doing it's about the stuff I got to stop doing and [31:41] that's what I'm going help you with right this isn't scripting this is just understanding it right and then when then it's a fallacy it's a distortion [31:49] it's not real and then just use two crazy examples like once I have money then or I'll save money when I'm rich right it's just like ridiculous okay so [31:57] what do we do one reason down and we're getting closer to the core right right so who here is [32:05] somebody who's like I can't afford it it's too expensive or has heard this from a prospect I like I better see everybody's hand especially if you're selling High [32:13] ticket which hopefully you get a gasp so these are the four Frameworks that I think through there's a million like money closes but these are the ones that [32:20] I like the most and that that to me resonate the best right and so why a lot is good is kind of like my my my first [32:29] one here and so the reason that if someone gasps or think that this is a lot of money you just ask them is this a lot of money to you and they're going to [32:37] say yeah if they say no then you're like awesome buy it and if they say yes right and if they say yes then you're like that's the exact reason how you're going [32:45] to be successful because there's other people who buy this thing and you know what they're not all in on it but the question is do you want to draw the line in the sand and go all in do you want to [32:52] step over the line and be the person you want to be because I can tell you that this is not about what whether this works or not I've already proven that the question is whether you work or not [33:01] and so if you put more on the line then you have a higher likelihood of being successful so you should be the last person to be worried about this I'm more excited because the best stories are [33:09] always coming from people like you in your exact situation so don't let that be a reason not to do it that should be the reason to do it so the next one is [33:16] like why is this not a lot so first is the fact that it's a lot for you is good it means you're going to try hard the second one is like well it's a lot in [33:25] terms of absolute amount but relative amount very little right because if all this does is ADD $10,000 a month to your [33:32] income is it worth it if all this does is get you into a bikini is it worth it yeah and so then what happens and the [33:41] reason that this is a stepping process right is that we're we're just taking these objections out of the way so we can get the person to confront reality [33:49] not a distortion they've created because the reality is the thing they're afraid of and so what happens is when they say yeah if it did that it would be worth it [33:57] right the problem is they don't believe you right and so it's like great then it's not about the price it's about whether you believe me so you can [34:05] sidestep it does that make sense we're taking a step closer and then obviously you can use a comparison you know depending on what you're selling if you can price anchor with like well here [34:14] they don't have a four-year degree for doing online fitness that's why the alternative education industry exists and it's because the formal education [34:22] has failed most of us right anybody graduate with here with a 4-year degree anyone immediately be able to use that for degree to get leads make [34:30] sales no me neither right and what's crazy is that some of these degrees are 501 [34:38] $200,000 and take four years when you've got something that can help you make make that entire amount of money in half [34:46] the time right for a tenth of the price when you think about it like that frame it's actually a great deal does that make sense so you just frame it you have [34:54] to give context all right so number one is the fact that it's a lot for you is good means you're actually going to try [35:02] number two is if it does what we say it's it's going to do the value is there so that's not actually what you're opposed to which then we can take the next step all right number three is [35:11] what's money good for anyways this is actually one of my favorite lines of reasoning for a variety of reasons and I'll get to it when you're looking at a [35:18] prospect or looking at yourself you're going to spend this money either way over the next 12 months you're going to spend it right and in fact not only [35:27] you're going to spend it you're going to buy the program the question is whether you're going to pay for it in money or pay for it in time and so like you can learn every single lesson that's in this [35:36] program whether it's losing weight you know uh getting leads selling online whatever it is right you're going to learn these lessons but do you want it [35:44] to take 12 weeks or 12 years and the question is are you going to be able to live a thousand lifetimes because of the [35:51] thousand people that we've helped just like you and gathered all those lessons and put them together so you don't have to do the trial and error for that entire period of time so the question is [35:59] not whether you're going to buy it or not it's just how do you want to pay and so for me this is a personal note and I I'll probably say it at the end but like [36:06] the reason we've been don't move quickly through life is that I will buy other people's mistakes because it's just it's the only way you can buy time in this life is to buy the knowledge to take [36:15] less time from other people who have taken their time and like if you think about human civilization in general Edis took however long to make a light bulb and then we just bought the lesson from [36:24] him and now we have light bulbs right and the next guy figures out the next thing and then we just buy the lesson from him and that's how we have to move faster so you're going to spend the [36:32] money either way question is 12 months from now is it going to be on [ __ ] that didn't get you anymore or stuff that is going to get you somewhere and no matter what you're buying you're buying the program just going to pay time or you're [36:40] going to pay with money and if you're being real you've probably been paying for time the last six years how's that working for you do [36:48] you want to do more of that this is also this is a this is a classic one it's very easy one to remember but like who here knows the difference between a [36:57] self-made billionaire when they had nothing and where you're at right now if you have nothing zero they both you're [37:04] both broke they were broke you're broke whatever it is if that's where you're at right now the only difference is that that proves that if they were successful [37:12] it wasn't about the resources they had is about how resourceful they were so I'll tell you a quick story about this so anyone here read uh shoe [37:21] dog right story of Nike so in the story he talks about how he was about to lose everything multiple times it's a crazy [37:30] story and this time it was like it was it was going to go down like it wasn't going to happen and he needed a tremendous amount of money and he just didn't have it he' extended all his [37:38] credit lines the banks wouldn't do it and the next lenders said they they canceled on him and the company was going to fold because it was growing too fast at that point he could have just [37:45] given up and said there's nothing I can do I maxed out all my cards I maxed out all my Banks there's literally nothing I can do and his people had already worked for free they were like we can't do this [37:53] anymore he went to his vendors and said you need need to pay my payroll for me he went to his vendors anybody use like landing page [38:02] software anyone or anyone use something from a vendor right it's like going to that guy like going to your videographer and be like listen you got to pay payroll for me this uh this month [38:11] because otherwise I'm not going to be able to keep doing business with you because I'll be out of business resourceful not resources and the reason this is so [38:19] important is because when you have nothing it's the easiest excuse to give yourself is you're like well I have nothing that's why I can't it's like of course but every self made millionaire [38:28] and every self-made millionaire was self-made and they started with nothing which puts them in the exact same seat you are so the question is do you want to have power or do you want to not have [38:37] power you want to have power you're resourceful not resources right and so if we want to make these decisions that are going to help ourselves we need to [38:45] step into that and so when you're talking to your prospects it's the same thing right does that make sense okay [38:52] rocking I mean and you can drill deeper into this as like do you think there's anyone else who's been in your situ situation who's achieved this or maybe [38:59] worse than your situation the answer is yes and if they can why can't you right so we're taking steps closer is are you guys digging this okay [39:08] cool oh thanks thanks I wasn't sure if it was WRA [39:16] attention or sheer boredom so we're not you feel you feel we're progress are making like the person presents this say I don't have time shit's busy blah blah [39:25] and you're like nope Noe we're going to take one step Clos they like you know what but I I don't have the money or it's too expensive you're like well if you don't have the money you're going to [39:33] be successful it's worth it right yes I understand why it's worth it well you don't need money to begin with right you got to be resourceful and you can find [39:41] the money cuz I'll ask you this is a fun one for business owners who here has had an unexpected bill ever come [39:48] up taxes right yeah and then all okay so everyone here is still alive who raised [39:56] their hands who here was able to magically pull money out of their ass and figure out a [40:03] way to do it raise your hand here's what's crazy you have the ability to be resourceful when it's for [40:11] someone else and not for you it's because you choose to be powerful when someone else needs it but [40:19] not for yourself [ __ ] up right so stop doing that if you function like you you have [40:27] to make payroll tomorrow and like you you're back on rent you're going to get kicked out you think differently and if instead of paying your landlord you're [40:35] paying you because that's what you want to do it shifts internally because everyone here just Prov the fact that you can be resourceful when you choose to [40:43] be so just choose to be so number three is it's not not sure it's a fit for me so be besides the obvious ones which is [40:52] like I don't want to work out broccoli sucks I I can't do a program where where I I can't do cardio whatever the [41:00] 41 minutes [ __ ] right um like I said I don't want to do DMs I don't want to post on Instagram I don't want to have a Facebook group whatever right whatever the [ __ ] is all right I'm not sure [41:07] if the vehicle is a fit for me so usually you can overcome the easy ones but if someone is just really sticking [41:14] hard these are the three that I use to to shift perspective okay so this one is new identity new priorities so it's good [41:23] to have cues for these things which is like we vote with our dollars about the things that we care about and if you show me what someone is spending their money and their time on I can tell you what their future is and I'll tell you [41:31] an interesting story so um I had somebody who was just like you who was like you know what I don't want to do this either and I told her this story can I tell you it yes and this is what [41:40] you'd say to the prospect right so I was with Lea and we went to Sephora which is a makeup store [41:48] and and I show up like this um I feel welcomed and so we're we're standing there she's doing something and I [41:56] usually stand in the corner like this um and I saw these two little girls it might have been like I don't know girl [42:02] age so like 12 to 15 this like this this and they were like giggly and so excited and they had like the girl with the smok [42:11] came over was like helping her out helping them out and she was like okay this is like eyeliner and this is [42:17] lipstick and this is whatever blush um I'm just like using words I've heard uh this is how you paint your face and [42:25] the thing is the girls were like so excited and then they were like right before they left she was like girls she's like you have to remember like now that you're getting older and you're [42:33] becoming a woman you need to start budging for this stuff all right so you're going to start buying this every month all right so like remember you got to save some money for this so you can [42:40] have it and the girls were so excited that they were like yes like we're becoming women now and these are the things that women do it's because when [42:47] you have new identity you have new priorities and so you've had priorities that are aligned with your old identity right there's the you that goes out the [42:55] you that drinks the you that does the BL blah blah blah blah spends money on [ __ ] you shouldn't do spends time on [ __ ] you shouldn't be spending time on and there's the you that you want to be and so right now we can draw the line in the [43:04] sand and be like do you want to keep walking down the road that you have been walking and if you don't then you have to step into a new identity and with [43:11] that new identity comes new priorities because people who want to be rich spend money on themselves they spend money on education they invest in their skill [43:19] sets because I want to align my identity with the identity of those who came before me who've done the things I want to do right and just like those little [43:28] girls stepping into that identity we too must step into the identity we want to be does that make sense and so when you're talking to somebody who's trying to lose weight and they're like I can't [43:35] afford a gym membership and you're like girl you're spending 200 bucks on your nails and you've got a $1,000 outfit on [43:43] do you think another $1,000 outfit would make you look better or your high school weight [43:54] right do you think another ,000 outfit would make you look better or being rich as [ __ ] and I say that for those of you who are thinking about on [44:01] the money side right like who waste like some of you guys have bigger shoe collections than like it's like Fitness [44:09] like Fitness people and shoes it's like the weird like and Lululemon and the you know spandex it's like a hundreds piece of SP anyways so it's like your whole [44:17] wardrobe could be Consolidated into a skill that could buy you as many wardrobes as you want if you chose to right okay rocket I don't like this [44:26] certain aspect this is one of my favorite easiest ones to hit which is like you got to change the change right [44:34] what you have been doing it's been getting what you've been getting and you got to change the change cuz like I remember I would go through meal plans with people and they'd be like well can [44:41] we change this because this is what I eat for breakfast can we tell can we make that the breakfast and I'm like that breakfast makes you look like [44:52] you that way you spend your first four hours of the day makes your bank account looks like what it does look like [45:00] 45 minutes ooh right right taking steps right we're getting closer to the truth and so the thing is is that it's going to hurt to [45:08] change because change hurts and you've heard this one probably from Tony Robinson if you haven't the question is whether the pain of staying the same is [45:16] greater than the pain of change and that's we just ask someone and this is in the help part if someone's like the pain of staying the same is not worse [45:23] than this Chang it's like then girlfriend like gain 50 more pounds and come back you know what I mean like get there you I mean hit rock bottom this [45:30] isn't it for you I'm being real some people Rock Bottom is 12% body fat some people it's 500 lb but [45:39] everyone's got one you just got to know where yours is and all you really got to do is just move what rock bottom is for you which is kind of interesting because you start making a change here which is [45:47] kind of Interest like interesting as a thought but are you in enough pain is the question you ask the person so for those of you who are unwilling to make a [45:55] change because it feels contrary to like I don't want to do I don't want to seem salesy I don't want to I don't want to help people like whatever right like is [46:03] your current situation more painful then the change that you'll have to go through or experience to get to where you want to go and so the last one is [46:11] hypothetical I actually really love this this is a great framework overall for overcoming lots of different obstacles um or objections that present themselves but the hypothetical and there's lots of [46:19] ways of phrasing this which is like you've probably heard the Unicorn clothes you probably heard like if this were perfect would you do it on want a scare from 1 to 10 where would this program be if 10 was amazing one was [46:27] terrible you know where is this they say a number and you say cool what would make it a 10 why isn't a one like you guys heard this scripting before so you guys are like no please talk slower um [46:36] the reason I said we have to learn the principles behind it rather than memorizing the script is that it all is based on one thing which is hypothetical which is if this were perfect would you [46:44] do it because you get a hypothetical agreement and they say yes if it were per the thing is that if you're like if this were perfect would you do it if someone says no then you're like girl [46:53] okay like let's take five steps back this my breath smell because the thing is they've actually told you a lot there it's like [47:01] it has nothing to do with the stuff you're talking about they don't trust you and now we can talk about that right so it's a great question to frame like where are we and so it's like if this [47:09] were perfect would you do it sometimes they'll laugh if you ever poor they'll laugh they'll say yes right and so then you get to flip it and say then what's difference between Perfection and what [47:17] we've got and the thing is is that people are very hard they don't actually know how to generate making a program cuz they're not going to like know all the things you can deliver on the spot [47:26] right and and so they're like most of the time they'll be like I don't know you're like right well because it sounds like it's nothing to do with the program [47:33] it's all about to do with you so let's talk about that right and then all of a sudden boom one step closer to the truth does that make sense yeah all right and [47:42] that's why we do hypotheticals so if it were perfect what's missing and then if you can if it's if they do give you an answer and they're like I just don't [47:51] want to do broccoli and you're like I do green beans would you do it they're like yeah you're like great green beans it is [47:58] sign here right like some you would be [ __ ] amazed how many times [ __ ] like that happens it's like one crazy thing it's like well if we didn't have that would you do it [48:06] like oh yeah sure where were you 10 minutes ago right and that's how you do hypothetical okay we're making we're making progress you [48:14] still with me still digging okay cool Authority all right this is one of [48:21] my favorite F and so this one instead of having three I really just have like one very good statement of reasoning that [48:30] you should understand okay this is real [ __ ] so this is more of a process than it is anything else but the spouse or [48:37] decision maker is not there right now note for you guys a lot of you guys have had the opportunity to go talk to a spouse but a lot of you guys don't have that in your business right like spouse [48:46] ain't there and they leave they're not coming back right or they are but very small percentage don't wait for it okay so what we have to do is try and [48:55] sidestep it by isolating the objection and casting aside the partner because the partner is not there so how could they object anything they don't even [ __ ] know who you are right and so [49:03] the idea is and again this is assuming if you have a really long-term thing then you want the partner to be there right like ideally that's what you have but if you don't have the opportunity [49:11] then you got to go through the next step all right which is what do you think they wouldn't like and then they will tell you and then you just overcome the [49:18] thing which has nothing to do with the spouse because spouse isn't there right very easy s side step does that make [49:25] sense this works really well it's like why wouldn't they It's like because they don't want me to fail o they don't want you to [49:32] fail let's talk about you and so this is the process that I walk through do they approve of your current struggle they happy that you're [49:40] struggling no okay then why would they not approve of something that's going to fix something they already don't approve [49:48] of right they're not happy with how you're currently doing why would they be against something that's already making them unhappy right right [49:57] well let me ask you this and they pause like if the rules were reversed and your husband needed this to make what he [50:05] wants his dreams happen or your wife needed this program to make her dreams happen would you support [50:12] her then why wouldn't you support you right right and I think the real problem that we're dealing with here and this is [50:20] the kicker this for everybody is that you're asking for permission instead of support [50:27] because it is your life not theirs and what happens is if you give that power to them and then two years from now [50:34] you're still fat you're still poor whatever it is who are you going to blame them and so that's when you have a [50:43] resentful marriage because you didn't own your [ __ ] and so I'm not saying you shouldn't like explain the decision to them but the way you explain it to them [50:52] is what I just said which is if I don't do this for me I'm going to end up resenting you and I don't want that and [51:00] 51 minutes instead of me bitching to you every day about how we don't have money or about how I don't like my body I'm now doing this and I'm joining a group of support of community of people just like me and [51:08] crazy enough for some reason doctors go to college right right that makes sense they go to medical school lawyers go to [51:15] law school but where do entrepreneurs go there's no entrepreneur school no one teaches the stuff but it turns out there are people who teach it just for this [51:23] specific industry and I can take failures of a thousand people in pack into a year and it's one10 the price of a [51:31] 4-year degree right and so instead of whining to you what I commit to is I'm going to show up and be a better husband a better wife a better partner I'm not going to [51:39] [ __ ] to you about this the stuff because I'm going to take this seriously I'm going to go all and I'm not asking your permission I'm just asking for your support all right that's how you can [51:47] overcome it because I'm going be real with you it is about them and you have to believe that like you can't say this unless you believe it because like you [51:55] will you save marriages by showing people that they are the ones in control because if they keep saying my husband's [52:03] not going to let me buy a weight loss program what do you think she's secretly saying can't believe you won't let me do it right if that's real if she's using [52:11] it as a foil you sidestep you get yourself right but that might be the real thing and if that is the thing then you have to let them step into that and [52:19] that's where you know having that's where like having a three-day no sweat guarantee or something like that is also helpful it's like hey sign up and I use [52:27] I use a lot of aapor and humor in my selling and so I'd be like hey Cindy if you sign up and you tell your husband [52:35] and he's upset you have and and when he sees you he's like girl I don't want you to get in shape I want you to stay overweight I want you to put those [52:43] sweatpants on I want you sit on that couch reach your hand a bag of Cheetos put the the Cheetos fingers on there I want you to create generational unhealth [52:52] I want you to live 10 years less long I want you to see our grandkids I don't want that right I want to marry a younger better you sooner because you're going to have a heart attack if he says [53:00] 53 minutes that to you you have him call me and then they're like cracking up and you're like okay okay listen sign up three-day no sweat like if he if he does tell you [53:08] that he just wants you to be out of shape and never leave him because uh because he doesn't want you to get you hot cuz he's insecure if he says that um [53:15] yeah just let me know all right so like the whole time you're just joking and stuff but the 3day guarantee helps like nudge a lot of these people over is that cool you guys get that one [53:24] okay sweet and so that goes for you right like it's it's about support not permission that's [53:31] the bottom line right support not permission because otherwise you're going to blame them for your lack of Dreams being realized rather than blaming the person that should which is [53:39] you all right so this is avoidance now we're getting to the core we've gotten rid of time we know that you've got time and the best time to do it is today [53:48] because you're going to be busy forever right value we know that you can't afford it if you can't afford it you'll buy it if you can't afford it's a great [53:56] great reason to do it and if the value is there then there's no reason not to do it because it'll pay for itself right what's money good for anyways you're going to pay for the program regardless [54:04] you want to pay him less time or more time value is not a problem fit you got to step into new identity right you've [54:11] got to be willing to change and the question is just whether the pain that you're experiencing is less than the pain of the change that it takes to experience [54:18] the next thing right if they step into that they're good because it's not about resources it's about resourcefulness so [54:26] the fit's not an issue Authority they have to own it it's about support not permission we all here do you feel like we've peeled the layers back on your [54:34] prospects and they're just laid bare naked there just you've solicited the sale now you got to close all right [54:43] avoidance so now they're like wait wait I need to think about it so now that we've exhausted I'm [54:50] putting this as emphasis we've exhausted all outside reasons now we are finally talking to someone in power and that is [54:58] what a good coach does we don't make decisions for people we help them make decisions so here's I have to think about it not sure give me a hand who's [55:06] dealt with somebody who say thinks that way all right at least one person here no I'm kidding all you guys that you guys are great so this is how I divide this up past present future and so [55:15] hopefully this should already before I I dive into these give you simple Frameworks to work through time you've got macro micro when then right you've [55:22] got you got value you're thinking about it's not a lot of money even if if it were a lot of money it's not a lot of money you're going to pay for it either way like you have the simple Frameworks that you can walk through you might just [55:30] hit them with one and if they hit it with again you hit them with the other angle because they're logical Frameworks they're not scripts that's why I made them bubbles you don't have to memorize it just got to understand it [55:39] past so like I need to think about it and so the thing is is and this the first bubble there is if someone's like I feel like this is happening so fast [55:46] any we get that one like I just I just got on the phone with you I don't really know who you are and you're like hey this is not a fast decision right you've been making this decision for the last 6 [55:54] years you continually make the decision we're doing to say is deciding you're actually going to do something about it right how long you wanted to lose weight a long time so this is not a fast [56:03] decision at all but the thing is is that and this is where you go sunk cost so if I were talking to you guys I would say [56:10] you you know you bought tickets cuz you saw some ad you registered there you got your flights you got a hotel you blocked [56:17] the time you flew here you listen to this whole thing you're 6 in from gold this isn't a fast decision at all you [56:25] did all these to get here because it's important to you so don't let that Distortion stop you from getting what you want right it's fear right let's [56:34] face that what are you afraid of having happen which by the way I took the slide out but my two favorite questions to ask in a in a sale that I feel like are the [56:43] fastest to cut through is what are you most afraid of having happen if you buy what are you most afraid of what's the [56:50] worst thing that you envision in your mind and if they're not sure I just fill in the blanks I'm like I take your credit card I swipe over as as much as I possibly can I go to Vegas I put it all [56:58] on black and then I go to Monaco where they can't extradite me fair enough and they're like I was not thinking that and you're like right so what's the worst you know like [57:07] what's what's the real thing they're like and then they're like you know I just hav bought so many programs before you're like right let's talk about that [57:15] right and so I'm going to skip one forward and then I'm going to go back to it this is one of my favorite obstacle or objection overcomes it's I call it [57:24] don't let it burn you twice and this you can see the date it happened yesterday this girl texted me or me April 6th she said it's crazy to think that I had a [57:31] sales call with you 6 years ago and I'm kicking myself in the butt for not jumping on this is yesterday right like I don't even own the company anymore and I said you let a bad decision burn you [57:39] twice once when you made your poor investment but a second time when you let that bad investment stop you from a good investment it would be like anybody ever have a boyfriend or girlfriend in [57:48] middle school or high school that they're not currently married to anyone just like just come on help me out here okay [57:56] it would be like having a bad eighth grade boyfriend or girlfriend and being like you know what men aren't for [58:04] me all coaches suck right there's good coaches there's bad coaches there's crazy ass [ __ ] and there's crazy ass dudes you know what I mean like there's [58:12] also good ones and so the things is if you stop if you let the bad one prevent you from the good one you get burned by being with the bad one and because you [58:20] let the bad one control your next decision right and so when someone has had a bad experience with do doing keto or whatever the [ __ ] right or you had a [58:28] bad experience with some program that you did or did not do or they didn't fulfill whatever either way don't let that burn you twice because no matter [58:36] what you're going to have to do you're going to have to do these actions whether you're part of the program or not you're got to do these workouts where you're part of the program or not doesn't matter you're going to have to [58:44] do it so you might as well do it but somebody's going get you there faster right let me go back one real quick so it's not a fast decision and this is [58:52] another one that I love which is do you think that you're maybe in this position because you have struggled to make a decision in the past you have waffled when it came time to make to make the [59:01] hard call have you been in this conversation and said no before yeah do you think that's why you're here yeah do [59:08] you think that might be the reason you should change that yeah okay let's change it one decision change your life and the last [59:16] one is like are you tired of another year of almost right tired another year of almost hitting your goals of almost getting to 10K a month of of almost you [59:25] know Hing the team that you wanted of almost retiring your your wife or husband or almost moving into the neighborhood that you wanted to move into or almost being able to pay for your kids Recreational Sports rather [59:33] than not being able to because you can't afford it you're tired of another year of almost well if you're tired of another year almost then we can't do what we're doing to get here for another year because we're going to get another [59:42] year almost and so the question isn't what it cost you but how much has it cost you to not decide up to this point [59:49] right the cost of inaction and I think that when we think about our lives in Reverse we never never regret the things that we did we [59:57] regret the things we didn't do the opportunities that we let pass by and I think that if you can let that person step into that power they will make the decision to help themselves like this [1:00:06] person did not all right present so depends on who you're talking to someone's talking about past stuff then you do with the past stuff the second [1:00:14] frame for avoidance is present which is they just don't know how to make a [ __ ] decision right and so you have to help them make a decision and so this one the rocking chair is one that I just [1:00:23] for some reason have used a tremendous amount of time especially when I was selling weight loss is to be like I just really really need to think about it like totally [1:00:30] understand well let's walk through like what that looks like you're not going to like go home sit in the rocking chair you know smoke a cigarette because of course you're not healthy yet right [1:00:37] you'll quit when you're healthy right you're smoking your cigarette and you're like H am I going to do this weight loss program right you're just sit there and stare into the clouds like I wonder no [1:00:45] of course now you're get in your car and you're going to realize you got to pick up Timmy from soccer practice you got to get groceries you got to cook you got to clean you got to pick you know go do the laundry got to do all these things right [1:00:53] and then 3 four 5 days from now you're going to put on that pair of jeans and it's not going to fit you be like [ __ ] and just there you'll have made the [1:01:01] decision you'll keep living your life and so let's just make it now because the reality is that it doesn't take information to make decisions sorry [1:01:09] it doesn't take time to make decisions takes information and I'm the only source of information you got so let's talk I'm here I'm here for you let's do [1:01:18] it right because that's the fallacy is that people think they need more time to make decisions because they assume they will get more information in that time [1:01:27] but if you are the source of the information then time does not help them and so let's confront it now and let me answer the questions you have to make [1:01:34] the decision one way or another does that make sense yeah all right and so then they're like well then [ __ ] how do I make a decision you're like glad you [1:01:42] asked so there's three things that we got to understand do you believe that this product or service is going to help you achieve what you want yes or no [1:01:50] they're going to say yes right and if they don't you can confront it note all of these are confronting decisions so we've moved all the way down the onion [1:01:59] right we're at truth now and all like the theme of the of the last bullet is confrontation we have to confront the [1:02:06] decision we got to peel it back and be like are we going to do this or not right because we already got out the time we got out the fit we got out the SP we got everything out of the way it's [1:02:14] just you do you think that this is going to help you get closer to your goals yes or no two do you trust me to fill to [1:02:21] fulfill my word that I said I'm going to help you I'm going to do these calls I'm going to do these workouts I'm going to do whatever right three this is the mo probably the most important one do you [1:02:29] think it'll work for you and if they say no you say why not and then they have to defend why not and then it's very easy [1:02:36] at that point it's a 6inch putt right and once they say yes to all three which is usually what'll happen be like cool we'll make the decision together do you know how to make the decision they'll [1:02:43] say no you go through the three and the last question is they said yes yes yes it's just do you have or have access to the amount of money to get started do [1:02:52] you have the MX do you want me to help you enroll in an MX cuz I want to I want to help you I'm good either way but if you believe that this is going to help [1:02:59] you get closer you believe that what I'm saying is true and you believe that you can be successful it's my moral obligation to get you going and do everything in my power to help you get [1:03:06] the money or get access to it because the real R is if I was giving you a Ferrari right now for $5,000 you'd find the money if your landlord needed you to come up with $10,000 because you had [1:03:14] background and payroll you'd find the money so find the money let's do it right three who wants to make informed [1:03:22] decisions yes how can you make an informed decision if you haven't even tried it huh so this is [1:03:31] when you have some element of trial in the program or some sort of guarantee which is why I'm a big fan of guarantees it's like well you can't make the [1:03:40] decision to buy that's informed until you're on the inside so I'm not even asking you to make a decision right now I'm just asking you make an informed decision which you can only do on the [1:03:48] inside and if after 30 days I'm not what I said this product doesn't do what I told you I didn't fulfill my promise and you don't think it's going to work for you you let me I'll give you the money [1:03:56] back low pressure you get someone to decide by not deciding even easier does that make sense think that'll help you close yeah [1:04:06] all right and then uh this one is uh it depends on who you're selling to but sometimes if you a logical person it's like do you know what deciding even [1:04:13] means like where the atmology of the work comes from it's dcad which is Latin which means to cut off to kill off and [1:04:21] so the question is which future are we killing off today are we killing off the future of the [1:04:28] dreams that you want are we killing off the future sorry are we killing off the future of of not doing anything and the [1:04:37] life that you've lived up to this point because indecision is a decision inaction is an active decision right and so it's just which one are we killing [1:04:45] today we killing your dreams or we killing your past second and last one future so we talked about past so if they're thinking about the past the [1:04:53] things that hurt them don't let it burn you twice Etc right they don't know how to make a decision rocking chair this is how you make a decision three things you have access to money great let's get [1:05:01] going you want to kill your past you want to kill your future right awesome we're talking about the future this is actually magnifying pain which [1:05:08] is cool you got here it's been 5 years you've been struggling how's another five years sound what if we just keep doing let's go with indecision let's [1:05:16] look at it what does five years of you doing what you've been doing look like and is that a place you want to be no you got to change the change let's do it [1:05:25] right and then you go right into let's consider the options which is like like this is logic right so let's [1:05:33] consider the options option one you do the thing get the result life is awesome option two [1:05:42] you don't do the thing you don't get the result because you didn't do the thing option three you do the thing but then you don't get the result all these are the options that can happen in front of [1:05:50] you because we have a guarantee they're all risk-free except for one of them only one of them has a true guarantee of not getting you where you want which is [1:05:58] walking out the door so which risk-free option do you want the one that's risk-free that guarantees that you're not going to get there or the one that's risk-free and has the potential to get [1:06:06] you where you want to go right that's not an emotional close it's logic and if you have an offer that's set up that way you should be [1:06:14] able to close most people as long as they don't think you're an [ __ ] right okay this is one that's more around urgency because again this is avoidance [1:06:23] if someone says I I'm still not sure I want to think about it more whatever you say well you're not going to struggle forever right like you don't want to [1:06:30] struggle forever you're going to do something about this whether it's weight loss business whatever they're going to say yes you're like well if you're going to fix your business eventually you [1:06:39] might as well start fixing it now so you can start enjoying the fruits of that labor sooner would you prefer making more money faster or slower what's your [1:06:48] preference great so if you're going to do it eventually you might as well do it now does that make sense it's a little nudge this is a final one that I just really like from a framing perspective [1:06:56] which is instead of a like this has to be my savior this program has to get me to an ifbb Pro bikini body and I'm 100 [1:07:05] pounds overweight probably not realistic right reframe the question is do you think that making the decision is going [1:07:14] to be help you get closer or further from your goal that's it because if we keep making decisions that keep getting us closer we will get there eventually [1:07:22] but if we make decisions that get us further away we will not get there and so do you think that this is going to get you closer to your goal than what you're currently doing yes what are we [1:07:30] waiting for we don't need to be snipers we need to be directionally right we do that long enough we'll get there does that make sense that helps you too [1:07:37] because we have this fear of perfectionism is this going to be the one probably not but it will get you [ __ ] way closer right because I can [1:07:45] tell you there's no one program that changed my life but the the decision to buy education changed my life forever [1:07:53] does that make sense yeah all right boom and so let me let me look at the top we have no reasons left not to own the [1:08:01] power that you have it's just you all right and here's bonus number six and you can use this as one of like there's [1:08:09] some closes that you use all the time you always go back to right the reason you are telling yourself not to do this is the reason you to do it how long do you want I can't afford [1:08:18] this to be on your list of problems in life the fact that you don't have time is the very reason you need to do this the fact that you're so dependent on your spouse is the reason you need to [1:08:26] take this decision and own it right the fact that you're not sure about the person that you want to be is the very reason that we're going to help you get it in this program so whatever the [1:08:35] reason is is usually the biggest chain that you're holding on to is the thing that you're enslaving yourself to is the thing that you're casting your power to [1:08:42] if you break that chain power comes back to you and so the very reason that you're holding yourself back is typically the very reason that you need to do it so hopefully this helps you [1:08:51] realize that you and your clients are always in complete power did I accomplish that awesome thank [1:09:03] you and like I promised at the beginning My Hope Is that you become more powerful by making decisions rather than letting life make them for you all right so here's a few final [1:09:11] thoughts fortunes are created by taking a lot of risk with a little bit of money fortunes are maintained by taking a [1:09:18] little bit of risk with a lot of money and every one of those people that was self-made takes a lot of risk with a little bit of money and sometimes you [1:09:26] need to take that step because it's the only way to build the fortune all right and if everything that I've ever made in my life all right sorry everything that [1:09:34] I've made in my life is a result of investing in my own education it has gotten me far higher returns than any stock any real estate any crypto right [1:09:43] any whatever buy a mile and people say like it's all about investing yourself like I just I think it sounds a morphus [1:09:50] it's like Buy experience and skills because no government can take that from you no divorce can take that [1:09:57] from you nothing can take that from you and I come from a family where so we're Persian and so my my parents had to flee [1:10:06] Iran During the Revolution and so they had land and houses and other stuff [1:10:14] right and my uncle was uh the brother to a guy who started the lottery in Iran he [1:10:21] owned the lottery because you can do that there right very rich rich and so my dad and him he went to London my dad went to the [1:10:29] US he had no skills and he was able to just forge enough money to buy a print shop and he lives above the print shop in London and [1:10:37] still to this day that's what he does and went to visit him it was incredibly sad seeing just like well once once [1:10:45] incred and his wife my dad gave her a scarf and it was like a nice scarf apparently and she just baled she's like I used to have rooms of these and now I have nothing and blah blah blah blah [1:10:53] right my dad came to the United States with $1,000 but because he had skills he built it all from scratch and so I mean [1:11:02] he was a doctor as all Middle Eastern and Indians are um right doctor lawyer accountant [1:11:09] engineer anyways um the only four approved paths but when we say invest in that we come from a place where like it was [1:11:17] literally all taken the government was like that's our house now that's our land now that bank account is our bank [1:11:24] account now and so that was why it was so and like that might be a benefit for me I had somebody who was always like it's the only thing no one can take from you and [1:11:33] so why would you not invest in the one thing that can never be stolen can never be taken and compounds with time and it increases your capacity to make money [1:11:42] increases your capacity to live and so I like to think of the Investments that I've made in myself as bricks on a bridge and so if I'm on the [1:11:50] bottom left here and where I want to be is the top right is right looking like The Nightmare Before Christmas now [1:11:58] um you're going like there are many skills that it takes to cross the bridge right and just like you have an [1:12:05] arithmetic teacher in high school once you learn calculus you're not like that guy was a load of [ __ ] calculus is what no you have to learn things in sequence [1:12:12] right and so the thing is is that when we build this bridge it's one brick at a time and I always come back to the same question which is is this going to get [1:12:19] me closer to where I want to go I don't need it to get me there I just need to get closer and if I get better I'll get [1:12:26] there eventually right as long as I don't stop moving and so that's why that's that what I've dedicated my life to education my mission is to document and share the best practice building [1:12:35] world class companies because when you realize that you are the source you realize that Superman is not coming it's just you and [1:12:44] every decision that you make is a vote towards or against the person that we want to be and so the question for you is that are your decisions voting towards the person that you want to [1:12:52] become or just more of what you already have and so people ask me all the time how do you move so quickly and the answer is I [1:13:00] 1 hour, 13 minutes know how to buy time and the follow question is how do you buy time you buy Time by buying the time took other people to make mistakes that taught them [1:13:07] the lessons that's how you do it right that's that's the heck and so right now the ignorance of not knowing how to create a million dollars a year is [1:13:15] costing you a million dollars a year the fact that you don't know how to make a million dollar a year is costing you a million dollars a year think about it right and so therefore you should always [1:13:24] be willing to invest money to increase the capacity for your income because once you have it that capacity pays you [1:13:31] forever you're increasing your ability does that make sense we're widening the pipe and so when I thought about this I [1:13:38] just added zeros to it and I was like it's [ __ ] costing me a billion dollars a year not knowing how to make a billion dollars God right but it's true [1:13:46] because the thing the number one tax that no one appreciates or no one respects is not the tax of the government it's not capital gains not [1:13:55] income tax it's the time tax of ignorance someone asked Lela yesterday what's the number one thing that people [1:14:02] from 0 to 10K are messing up you don't know what the [ __ ] you're doing that's what's messing you up you're ignorant you have no idea you're eating an orange [1:14:11] like an apple no clue right and it's not because you don't have the processing power it's not because you don't have the ability to [1:14:18] reason it's because you just don't know and so the goal is to pay down the time tax of ignorance fast as humanly [1:14:26] possible and the only way you do that is by educating and investing yourself right specifically investing in [1:14:32] experiences that build skills so make the decisions that to help yourself Implement like crazy take ownership [1:14:40] because we just discover that all the other [ __ ] is not real is literally a distortion of reality that anything that you give your power to that's not you is [1:14:49] fake you're making it a false god in your life and your prospects are too and you now you know how to confront those when your mind tries to play tricks on [1:14:57] you and realize that there are no silver bullets no program is going to save your life all right but some things can move [1:15:04] you close to your goals and when those rare opportunities present themselves take them all right because either you [1:15:11] win or you learn and both of those get you closer to wherever you want to go all right and so a wrap up with this 10 [1:15:21] years ago I had to that was me a Swanky uh you know when I was a consultant looking cool was actually after I don't [1:15:29] even have a good picture when I was a consultant but there's me in a suit um and I I knew I hated the job that I [1:15:37] had um I made okay money but I just like I just really wasn't happy um and I emailed 40 gym owners and I was like hey [1:15:46] I think I want to get in Fitness can somebody like help me out one guy was like sure you can work for free I was like awesome uh that guy was standing [1:15:53] back to y and anybody know who Sam backr is raise hand jeez okay well seven figure Sam is what he used to be known [1:16:02] as he actually died during Co um which is really sad for me because I really looked up to Sam and the thing is is that when I got to his office I [1:16:11] literally drove across the country from Baltimore to LA or Chino Hills which is where he was and I showed up without notice and he was like you're a psychopath I just met you from the [1:16:19] internet and I was like I'm here I'm ready to learn he was like I'm going to lunch and um but right after he came back from lunch [1:16:27] uh he was like all right so you should join my my Mastermind and I was like I don't have a gym he's like that's okay [1:16:34] it was a gym Mastermind um and I didn't I mean like I was 22 like I did not have a lot of money um [1:16:43] and he was like well it's 10 grand and I was like I I don't know and he's like you need a [ __ ] commit man he's like [1:16:51] you've been waffling back and forth I had had multiple phone calls with him before left um he's like I think you need to draw a line in the sand and [1:16:59] thank you God you know thank God he did cuz I did take a step over I had no idea what the [ __ ] I was doing but I was trying to start paying down the time tax [1:17:07] of ignorance and I got around a whole bunch of other Fitness professionals and I learned way more from all of them than I ever learned from Sam but because of [1:17:16] that my belief started to change the ways I saw the world Chang the traits I started to embody change and started taking steps The Mastermind I got from [1:17:23] Sam is not what made me $100 million but it got me on the right path towards making it over the years of having hundreds of salespeople work for me I've [1:17:31] seen these nine things that the best sales people do differently than everyone else and so if you boil it down a salesperson has three jobs to do they [1:17:39] have to maximize the number of opportunities they have they have to convert the highest percentage of those opportunities and and this is the important part they have to do it [1:17:46] consistently for a very long period of time and so the nine things they do differently will fall elegantly into each of these three buckets let's start with the first one which is maximizing [1:17:54] lead needs or maximize the number of opportunities that a salesman has so right off the top I've never seen [1:18:01] a salesperson who does the most in a company have the lowest amount of hours worked I've yet to have it you know what maybe there's a special snowflake out [1:18:09] there but every company that I've owned and every company that I've looked at the guy who works the most hours is the one who sells the most deals and so [1:18:18] maximizing opportunities comes in a number of different forms so number one is that they have the total most hours available per day because you should be [1:18:26] available when the prospect is available and that means sometimes working long hours it sometimes mean working weekends and yes businesses also pay rent on Sundays and so you can make sales on [1:18:34] Sundays so my software company Allen scheduled 4,000 plus appointments per day across a number of different Industries and so we got to see all the [1:18:42] way from click to close which companies were selling the most people and we looked at all the different data so times of day number of days per week you [1:18:50] know speed between text responses number of characters and text response all these different variables cuz I had two data analysts that looked at this to figure out how could he maximize [1:18:59] throughput for any business and obviously sales a big component of that and the single greatest lever on throughput across all companies was the [1:19:07] number of total available time slots which means availability was the strongest predictor of total sales and [1:19:16] let me give you a tactical example of this when Leila and I were traveling the other day we went to a different city and she wanted to get her nails done or [1:19:23] something and so she she just pulled up Yelp and looked at the one that had the top reviews called them up and they said oh I'm sorry we don't do same day appointments and they're like we can [1:19:31] book you in for 2 days from now and she was like yep don't care called the next one same thing called the third one and then they were like yeah we can take you right now and boom she went in and the [1:19:40] thing is is that both those other business owners the first two business owners that said no lost money and the next time she comes to that place she'll probably go back to the one that she [1:19:47] went to as long as they did a good job and so trying to be egotistical about it rather than accommodate customers it's like well we're so [1:19:55] great you just lose money now if we maximize the total number of time that's available for the salesperson to sell [1:20:02] then the next part of maximizing their opportunities is getting as much of their day as humanly possible filled with the best opportunities and so the [1:20:10] second subunit of this is they will pull up calls and so the first thing is if you see a call that gets booked or you book a call that's on [1:20:19] Thursday and today's Monday if you have a time slot that's open you grab your Thursday appointment you drag it into today because today appointments always [1:20:27] have higher show up rates and if you pull it up then they're even more interested and you can close even higher and you can have two or three calls by that same Thursday time so you increase [1:20:35] your sales velocity now a correlator to that is if you look at your calendar and you've reached out to a prospect and that person has not responded back and now it's the same day and they're coming [1:20:43] up in a few hours well what do you do well the best salespeople pull that time slot and say hey sorry I didn't see that you confirmed why don't we do the same [1:20:52] thing for tomorrow you can push it out one and then try and fill that time slot with somebody who is responsive even if they're later in the week and that [1:20:59] increases your total number of calls per day and so fundamentally the perfect day for a salesperson is that they have call back to back to back to back to back [1:21:07] with the best possible leads that are the hottest that day I learned that little tactic about pulling up because we had one of our companies uh was in [1:21:14] solar sales and they had one rep that massively outperformed everyone else and I was like what is this guy doing and so what he was doing was he would whenever [1:21:22] a new appointment would book he would immediately call the appointment to qualify the lead cuz that checks two boxes one is he says okay is this person qualified to buy if the person was he [1:21:31] had two decision paths if they had the time right then he would just go straight into closing because he was in offthe callop and then by getting in [1:21:38] contact with the lead became on the call in terms of his sop and if they said they had time right now he just went for the sale that maximizes his time on call [1:21:46] if they said no then the reason for his call was that he had an opening later that day that he was trying to fill up and so he either takes the moment now that he's working the lead and turns it [1:21:54] into into a sales call or he fills another slot later in the day and turns that into a sales call both of those things maximize the number of sales that guy was having and this guy was selling [1:22:02] like four times more units than the second best guy on the team and then they obviously saw this and then adopted it companywide and then of course I saw it and adopted it across all my entire [1:22:11] portfolio and let me double down to why that's so powerful because not only does the salesman have two opportunities to sell now or later that day he also opens [1:22:19] up the slot later in the week for availability for another customer that can't make it today to to book that time then because what I have found and we [1:22:27] saw this with the software was if you have fewer time slots people may still book with you but they are not booking at the most convenient time for them [1:22:34] you'll see schedule rates but then show rates will drop because it's not the time that works for them ideally and so you want to make it the most [1:22:42] accommodating so it's not just are is it convenient or inconvenient it's how convenient is it if I have a a tight deadline and a hard stop and I've got something that I'm stressed about [1:22:49] afterwards I might be able to schedule a call then but I might not be in a in the mood to buy high but if I say you know what Sunday afternoon I'm free I'll have [1:22:57] all the time in my world I'm going to have zero urgency to get off the call I'll listen to you and I'll be in a completely different Zone and that might be when I'm in receiving hands in terms [1:23:05] of prospect brain mode for buying and so one of the things that the best sales people have and this is [1:23:13] something that companies should provide but often don't is that you have two Sops meaning standard operating procedures you have an on thee call sop which is what you say when you're [1:23:21] talking to prospects and you have an offthe call sop which is what do in between the vast majority of companies don't have an off-the call sop and [1:23:29] they're losing tons and tons of money because they just say yeah just work the leads in the meantime when the total amount of output that a salesman has is [1:23:37] so correlated with the amount of opportunities they have and they get those opportunities by the time they have when they're not on the call and so they should have two separate checklists [1:23:45] if they don't have them in front of them and this is what the best sales people do is this is what I'm doing when I'm on and this is what I'm doing when I'm off and you can just switch hats as soon as [1:23:53] you're off you start at the top and you're like I'm following with this person I'm following with this person I'm dragging this person forward I'm canceling this appointment and they have [1:24:00] 1 hour, 24 minutes high Activity one of the things that we do across all our companies and I learned This Acronym from my friend shiron [1:24:08] bamfam which is book a meeting from a meeting which is that the best salespeople never finish a call with a prospect not knowing when the next time they're going to talk to the prospect so [1:24:16] that Prospect should never fall into no l they should never fall between the cracks where they're like I don't know and so if you get to the end of the call and they're like yeah let's uh connect offline we'll you know we'll Circle back [1:24:25] up and we'll find another time no you have to address it at that time because if for whatever reason like a Time obstacle is still an obstacle and you [1:24:32] can resolve it right then you both have your calendars up you can both make the decision if someone's like well I'm not sure then you actually address the concern like isn't this a problem for [1:24:40] you how much you losing every day not implementing this solution in your business how much like how much of a problem is this in your life and why isn't it this something that we'd be doing sooner right and so you want to [1:24:49] address those things because that is these are obstacles and so if you just get off the call Jolly then you actually lose more sales so you always book a [1:24:56] meeting from the meeting here's three more things that the best salese will do number one is that they don't take rejection personally because they're going to reach out in more volume than [1:25:05] the mediocre salespeople and so you can see on a CRM how many Outreach attempts and how many follow-up attempts that A [1:25:13] salesperson is having between calls and it correlates with the number of calls that they take and so they work their leads harder and that's because if [1:25:21] someone before they've scheduled a call you know say has something mean they're not like oh my gosh I can't believe this or if someone no shows they're not like well I'm not going to work the rest of [1:25:29] my leads no one really cares about me like wo is me it's no they know it's a numbers game and they just keep plowing something that I've noticed the best salespeople do is they have something [1:25:37] called a kill list and so those are those prospects that you're like this is a whale or this is a really good Prospect and they they sure they have in [1:25:45] the CRM sure they have them in the place that they're supposed to have them but they also have it somewhere else that's visible so they can always think about it and like that's like an everyday list [1:25:53] it's like I got to get back to these two guys I got to make sure that these ones I'm going to put extra attention to because they're high value deals now the [1:26:01] last element of what the best salese do for increasing their number of leads is that they create their own opportunities so sure they're going to get the inbound [1:26:09] leads from marketing they're going to get the people you know the leads that are handed to them but the best salese know the value of referrals and so the [1:26:18] way they do that is at the end of the call or at the time that it makes sense they say hey do you know anybody else or my favorite way of asking is who do you [1:26:26] know because it forces the prospect to answer the question with a not yes no but with a name you say who do you know who is as awesome as you now it's a [1:26:34] compliment who would also benefit from this so now I'm giving them a compliment by by by asking them for the referral so I kind of like have a like a nice guy [1:26:42] sandwich there so like you're amazing who else do you know who's like you who would love to do this with you or with us who could benefit from XYZ right now [1:26:49] sometimes if they say no one then sometimes like this is where Rapport is important but you could say say something like why do you hate me so much and they're like what do you mean [1:26:57] it's like well I only can assume that you hate us because you don't want anybody else to know about this amazing thing and you probably hate your friends [1:27:04] because you want them to suffer as well right and if it's because you don't believe me then let's talk about that but otherwise like why are we not getting your friends in here because I [1:27:12] can promise you you'll be far more successful if you have more people you know who are in it so in the spirit of bamfam book a meeting from a meeting if we consider this to be a meeting if you [1:27:19] would like us to help you more with your sales process acquisition. just started a workshop division where my sales director my team will talk to you [1:27:27] specifically about your sales your process your scripting so we can Implement some of the things that we know work in our portfolio into your business ASAP we do other stuff at the [1:27:34] workshop but we also talk about sales if that's at all interesting you can book your next meeting by going to acis.com clicking the scale button and following the steps and if you're qualified my [1:27:42] guys will reach out when I had a team in a different portfolio company we had one guy who was outperforming everyone else by a huge [1:27:50] margin this one wasn't as big as the pullup thing that was massive this was was about 50% higher than the number number two guy and we were like what is this guy doing he was brand new and that [1:27:59] was what was interesting is like brand new going to the top leaderboard is not very common because that means that they're doing a different process right and so he was following the script and [1:28:07] we listened to the calls like this is the same call and so when we called him up we said what are you doing differently and the thing is he was multiplying his leads and so what he did [1:28:15] was at the end of the calls he was just asking who they knew who would also benefit from this thing and I think they were they were selling um some sort of [1:28:22] uh tickets of some sort and so he was saying who else wants to come with you who else would you like to bring and it's just a simple little thing that he [1:28:30] was doing but by doing that he was increasing his sales by 50% because the referrals even though only one out of three or one out of four people would [1:28:38] refer the referral close ratees like 80 or 90% And so if you think okay I take you know four calls and I close one and [1:28:47] I ask for referrals in all all four and only one of them gives me referral but then that referral then closes then I take my one sale out of four and turn it [1:28:56] to two out of five if you're a business owner thinking about how valuable just implementing that is consistently is that your cost to acquire a customer you [1:29:03] just you cut in half by taking one customer and getting a referral from that customer and if one out of three customers refer someone then you cut [1:29:10] your cost to Aire customer by a third and this is the type of stuff is advertising becomes more expensive because it always will become more expensive that the businesses that do [1:29:18] this the salesmen that do this will be the ones that win in the future so now we have a Salesman who has the max maximum number of hours the maximum number of days they're pulling up [1:29:27] appointments so that their time on call closing with the best people is maximized they're following up before they're following up after they're doing [1:29:34] personalized reach outs and saying like hey voice memo hey video hey I've got this thing for you that I've got set up for the call um what size shirt do you [1:29:44] want I've set aside uh thing here was one of the things we did at the gym hey what color shirt do you want hey what boxing gloves hey what you do a tiny [1:29:51] little thing hey I've got three gift cards here I got one for Amazon one for Starbucks and one for whatever which one would you prefer right you ask a preference question prior to the call [1:29:59] and more people show because the thing is is you're like well shoot this guy's doing this thing the least I can do is show up and so they're maximizing the [1:30:07] number of scheduled appointments they're maximizing the number of shows they're maximizing the number of opportunities they're getting from those opportunities [1:30:14] and now we get to the call so now we got to close them understand the value of preparation [1:30:22] you would be amazed at how much of a genius you sound like if you just do 5 minutes of research before a call and so [1:30:30] my rule of thumb for research is that if it's something that you do all the time it's about 10% of the time that you're going to be on a call or meeting that [1:30:38] you can do in prep so if you have a 2-hour call then you've got 12 minutes of prep if you've got a 60-minute call then you do six minutes of prep now this is something that if you do it all the [1:30:46] time if this is like I'm doing a quarterly meeting then it reverses it's like 6 hours of prep for 1 hour of presentation if it's something that you [1:30:53] don't do often and so sales people do the same call over and over again but the thing that's different the tiny bit of difference is the prospect they're [1:31:00] 1 hour, 31 minutes speaking with and so like this applies to everything like if you're picking a girl up at her house if you do 5 Seconds of research in the car before you go in [1:31:07] and you look at what her dad does and look at the company of the of the father and say hey so Mr so and so really nice to meet you so I see you work at you know whatever engineering like do you [1:31:15] like that stuff I see that they just had a a press lease coming out do you have any involvement in that this guy would immediately see you no matter how you're dressed what you look like as it's a [1:31:24] it's a check they're like whoo like I will respect this person because he did me the honor of actually taking some [1:31:31] time to look me up and figure out more about my business he didn't show up like everybody else does not knowing which way is Sunday trying to figure things [1:31:39] out as they go I'm telling you the best salespeople take those five minutes they do that tiny bit of research and the [1:31:46] amount of Rapport that you build in that first one minute from having those Secrets the person is then like oh wow [1:31:55] they know about me think about what it takes to close someone no like and Trust well all of a sudden you feel known [1:32:02] because they did it you like people who know more about you and what else do you do you trust people who know more about [1:32:09] you because you approximate friendship you approximate a relationship and you do and you get to do a ton of that at the first second of the call rather than [1:32:17] taking the five first minutes the call to show that you don't know what you're doing right as I started selling gym owners rather than weight loss when I was selling my turnaround business I [1:32:26] started getting leads but I didn't have any like methodology so like I had a webinar it didn't work and so I just started finding people on Google using [1:32:33] their emails and so I'd find their social profiles and I'd liter have to piece together like a profile of who this person was cuz the only thing I was collecting was an email for this webinar [1:32:42] and so I'd find like three or four social profiles and then I would connect with them and I would do some research so that I could make my reach out not look sketchy as hell and so when I would [1:32:51] do my reach out that I would have all this data that I put as almost like a little profile together um about them and so when I hopped on the phone they $100M Leads: How To Get Strangers To Want To Buy Your Stuff (Hardcover) acquisition.com [1:32:58] were like whoa like you know a lot about my gym and I was like well yeah and I saw that because I look at the images like so I saw your square footage layout [1:33:06] I think if you move this here this might actually be able to allow you to double the amount of usable square footage that you have for the sessions and that would help me sell more people into your gym [1:33:15] so I don't know if you're open to something like that but now I'm coming with like I see the problem I also have the solution cuz I thought about it before we got on the phone cuz I don't want to waste your time trying to figure [1:33:23] things out now I want to figure them out beforeand come with you with Solutions and this is when I was starting out so I didn't have a reputation yet so I had to build the reputation by showing up and [1:33:32] providing more value than other people were ahead of time and this is where like if you're new and you're coming into a space you win through prep like [1:33:39] the big guys have the reputation the small guys went through preparation the best sales people take [1:33:47] notes this is one of those things that is just like prep but it preps you for the next call and so you do your public preparation [1:33:56] with what you can find and observe you do your second call preparation with what you find out on the phone and I'm telling you if you hop on the phone and say oh yeah so you've got your daughter [1:34:05] Sarah and Jessica and they're at you know Colorado and they're finishing up and you've got X Y and Z happening in the business is that correct okay cool [1:34:13] just making sure just reading over some of the past Nots got on the call they're like oh wow I don't have to resay my whole life story again this guy now when [1:34:20] this guy makes recommendations I assume he does it within the cont context of my business because one of the big things when you are selling something is that people want to make sure that it not [1:34:28] only that it works but it's going to work for them and so you can address that concern before it ever comes up by [1:34:36] proving that your recommendations are contextual this is also what switches you from being a Salesman to a consultant this is what switches you [1:34:43] from somebody who's just trying to close to somebody who's trying to help the most brilliant salespeople [1:34:51] listen more than they talk and this is one that people get wrong all the time is that they see super talkative people I mean moms in high school are like you [1:34:58] should get into sales cuz you don't shut up uh no that's not not always the case that's what that's what bad sales people look like uh and unfortunately the thing [1:35:07] is is the best salespeople don't come off as salespeople they just close and so people don't feel sold they [1:35:16] feel like they bought and so everybody buys stuff every day all the time and they're buying from companies that have salespeople and they don't know it so [1:35:25] when you go to a restaurant and they ask you if you want dessert that's a sale they get commissions on those things and if they do it in a weird way you're like uh I don't want to be sold if they do in [1:35:33] a great way you're like oh I'm so glad that person made that recommendation and so you never felt like you got sold you felt like you bought and so the problem is that the reputation of salese is [1:35:41] terrible because you only remember the bad ones we actually did this big study because we have a huge amount of sales calls that we can look at across the whole portfolio and we use software that [1:35:49] analyzes the calls with AI and all that stuff we can see what's talk time versus listen time and the best best salespeople listen twice as much as they [1:35:55] talk and so the little isms that I have for this is that the person who's answering the questions is the one getting interrogated you don't want to [1:36:03] be the one getting interrogated and whenever you answer questions you give the other person something to attack and so you want them to be answering so that [1:36:11] you have things that you can pick apart and move around if you're the one answering questions then you're the one who's getting picked apart and has things that they can disagree with I [1:36:19] want to be like smoke right they can't they can't catch anything that I say and so if someone says you know hey well tell me tell me what makes you better [1:36:27] than your competition I'd be like well what things you're looking for right back to them right it's like it's like hot potato it's like right back to you well I would want this this [1:36:36] and this and this I'm like why are those things important to you right back to you right like I I can do this all day right like I I cannot answer because the [1:36:44] thing is is that they believe nothing that you say they believe everything that they say and so I need them to say that it's a good idea not me when I started selling weight loss I realized [1:36:53] really quickly that I had an agenda of what I wanted to tell people they needed to do and I realized that I didn't have [1:37:00] 1 hour, 37 minutes time in 15 minutes to re-educate someone their last 10 years of life of all the experiences good and bad that they had prior to me what I needed to do in that [1:37:09] moment was get them to buy and then I could spend the rest of my time trying to do the real education stuff and so I wanted to Simply align with where they [1:37:16] were coming from to get them to make the sale and so that was why I started asking what have you done before for what did you like what did you not like [1:37:25] rather than picking apart the things they did and then they like I actually really like that about that other thing lost the sale only takes a few times of [1:37:32] doing that to be like I'm going to shut the [ __ ] up and just let them tell me what they liked and then I'll say we're like that and not like that and so the whole concept here is you want to [1:37:41] educate the prospect so that they can come to their own conclusion and so the only gaps that you're filling is is hard [1:37:48] information and I only give that information after I already know it's the right answer and so just like lawyers don't ask questions when they're [1:37:56] on the stand that they don't already know the answers to should never ask for the sale unless you already know they're going to buy and so there are times and this is where pattern recognition is [1:38:04] helpful for salese this is what the brilliant salese do is that if they're like I don't think he's ready there I don't think he's ready yet and it's like you don't you don't go for the kill you [1:38:12] just ask more questions like I feel some hesitation like what are your main concerns right now like I'm feeling some hesitation around price talk to me about that there's two ways by the way if [1:38:21] you're weirded out about asking questions is that you can both give commands or ask questions and so you can change the the Cadence up in the script [1:38:29] by saying so instead of saying for example hey how's it going it's an easy first thing a lot of people say on the first thing of the call but if I say tell me about your day it's a very [1:38:37] different thing because it it people have automatic responses to questions they hear all the time and so if you want to break a pattern with somebody and then get them more present you say [1:38:45] tell me about your T and then like oh uh I mean it it was good I had a couple calls before this and you're like oh that's fantastic was that related to this thing cuz I looked [1:38:53] looked you up online totally different perspective on that salesperson the first 30 seconds right so they listen more than they talk they are like smoke [1:39:03] you only answer questions with questions unless you already know that the statement that you're going to say is in alignment with what you know the person [1:39:11] wants and so if they're like tell me why you're different then I'd be like well what have you done in the past because then it'll give me more context so I can help explain it now they're going to say [1:39:20] all these things they be like what did you like about that what did you not like about that and so when I get to the point where I actually have to say what what are things about I'm going to highlight all the things they liked [1:39:27] about the other stuff and I'm going to not highlight the things they didn't like about the other stuff and all of a sudden they be like this is perfect i' be like what do you know I just asked you the question of the things you [1:39:35] wanted and as long as they are the things that we can actually provide I highlighted those features about our thing because I already knew which piano [1:39:42] keys to play cuz you told me they breathe the script and so the reason I use that is because that is the [1:39:51] best description I can give is that they can they can say it without thinking just like you breathe without thinking they can say the script without thinking because you can't listen to a prospect [1:40:00] 1 hour, 40 minutes if you're waiting to talk because you're trying to remember what you're going to say next you need to know all of the script like the Bible or like something [1:40:07] that you've memorized in the past so that you can be 100% present with the Prospect and listening and so my [1:40:14] favorite ISM around this is again and the first time I learned this was I saw an exceptional sales trainer training a [1:40:22] rep and he was just drilling them on the opening 30 seconds of the script and so they did the script and I heard and I [1:40:30] and I was watching him listen to them while giving them visual cues and so this is this was a huge advancement in terms of my understanding of selling [1:40:37] happened because before this I knew how a sell but I couldn't transfer the skill but this guy was sitting there and he was like yep yep yep pause harder on [1:40:45] this word do it again nice do it again nice one more time nice keep going and [1:40:52] so he would get them to drill it three times in a row the right way after making the correction and then he would keep going in the script and so the [1:41:00] 1 hour, 41 minutes point was is that if you're a salesperson you need to be able to do it again and again and again because the [1:41:08] word concision matters a lot you don't want to be one of these salespeople that takes a hundred words to say something you could say in five it'll also make [1:41:16] your sales way longer so again the best salesperson can take more calls because they shorten the call required a medoc [1:41:23] salesperson will do the script in the beginning and it'll close and they will have coughed right before they asked for the close and then the person closes and [1:41:31] so they get reinforcement for coughing and so the next sales call they take they add a cough in and whether that person closes or not they're like well [1:41:38] it worked on that other one and so all of a sudden they add coughing in right before they close now the next time on the time that they close let's say on their fourth call after this they also [1:41:47] added a second question in before the close so they add the second question in and then you see where this happens is that they cough and add a second question to every single call that they [1:41:55] do and by doing this over time the length of the script and the length of the things that salespeople do continues to expand because they get positive [1:42:03] reinforcement but the reality is that that person might have just been willing to buy no matter what and so the script gets longer and longer even though it might not have nothing to do with what [1:42:12] was required to close and so you want to be as concise as humanly possible and this is with the best sales people do in order to close the most sales per day [1:42:20] per unit of time because the less time you're on the phone after make the sale the more time you have to fill your calendar back up and close more deals and so the three tactics this is the [1:42:27] sales managers is that you rehearse the script every morning they do role plays meaning let's pretend like I'm a prospect like you got to you got to get [1:42:36] over whatever your weirdness is with role playing like I don't know what it is but so many managers like don't want to role play like Get over yourself you [1:42:45] have to role play in order for them to get good and when you do the role playing you work on one specific part of the script because if you're doing every [1:42:53] morning you're going to be able to work through things pretty quickly but you're like today we're just going to focus on the intro today we're just going to focus on the close today I just want you to focus on how we're overcoming spouse [1:43:02] overcomes I want you to overcome I have to think about it issues I want you to give me two or three bangs in a row to overcome that obstacle because you seem [1:43:09] to be struggling with it right and so by and you just keep hitting it again and again and again so that when it comes up they just breathe it out rather than [1:43:17] thinking about it also because no one can improve multiple things at the same time so when you say hey there's nine things you did wrong one it's a incredibly discouraging second they [1:43:25] can't improve any of them and so if you look at any good skills coach whether it's a basketball coach or it's a painting coach or a sales coach they work they might see you have a hundred [1:43:32] things wrong with your game they're just going to focus on one at a time until they clean them all up and then all of a sudden you become an exceptional sales person so I said I had nine but I have [1:43:41] way more than nine so enjoy so here's number 10 they kill zombies up front now that's the term that we use internally you can [1:43:49] say diffuse the bomb which is one that I did earlier in my career is what I used to say but I'm Middle Eastern so you know we had to change that the formal definition that I use is you've got [1:43:57] obstacles and you've got objections an obstacle occurs before you've mentioned the price and so if someone says for example um you know I have a special [1:44:04] snowflake thyroid issue right and you're trying to say like you need to do this thing to lose weight you know that that's going to blow up on you in the sale see we're doing bomb references so [1:44:11] you have to address it up front and it's much easier to address things before you ask for money than after if you do it after it's called an objection all right [1:44:19] so I say obstacles are up front you want to avoid them you want to move around them right I mean you have to Crush through them realistically but you get through those and then objections you [1:44:27] have to handle but now the the time is ticking on the bomb like now you have a short period of time before it blows up on you right uh or the zombie is about [1:44:34] to bite you whatever analogy you want spouse for example or decision maker or I'm not going to have time to do this thing or there's elements of this you [1:44:42] know program or implementation that aren't a fit for me you want to address all that stuff up front so that you've handled everything before the stakes get [1:44:50] lifted When you mention price and then you go for for the close and the obstacles and objections that you handle are always the same and so they're going [1:44:58] to Bubble up to three main things one is going to be circumstances so circumstances is going to be time it's going to be money it's going to be things about this specific program or [1:45:07] implementation those are all circumstances those are outside the next is going to be other people it's going to be my wife my employees my kid my [1:45:15] some my business partner somebody else has decision-making Authority and the third is going to be myself somebody who themselves doubts that they can do it or [1:45:23] that they will be successful or that it's the way they want it to be done the good news is that most of the time when you're diffusing these bombs they start [1:45:31] with the outside because time money fit is what I like to call it are things that are really easy to cast blame to and it's and it's almost a it's a it's a [1:45:40] response right it's like they don't have to think about like I don't have time I don't have the money I don't have I don't have the card I want like I don't have the you know whatever if they talk about an authority figure then it means [1:45:48] that like I would do it but this person's in the way and so now you're one step closer to the decision maker once you handle that if you have [1:45:56] somebody who says I need to think about it that's actually great cuz it means you're already two layers of the onion deeper to just like you're talking to somebody who's in power who can make the [1:46:04] decision great now you just have to help help them make the decision and so you should know all of the key fundamentals of how to overcome these now you can [1:46:13] memorize each of them which I highly recommend but I think it's also good to understand the fundamentals and so this is what the best salespeople do is that [1:46:21] they have key stories or metaphors to break the belief that the person has around that obstacle [1:46:30] so for example if someone says hey um I can't decide today because you know my husband and I make all of our decisions together right now this depends on the [1:46:39] nature of your sale if you're in a transactional sale and I would say like a consumer based sale that's under 1,000 bucks maybe 2,000 bucks usually you have [1:46:46] to do that right there if you have like a B2B sale that's going to be a multi you know multi call sale then you might [1:46:54] have to bring in stakeholders and so this is one of the nuances that depends on the thing you're selling in the price point but the way that the best sales [1:47:02] people do this is that you play out something in the past and you play it out in the future okay so with a decision maker you'd say hey so let me tell you about this girl Susan she was [1:47:10] just like you and um she actually had the same issue come up where she was like I don't do anything without the consent of my husband and you know what [1:47:18] happened she walked out her husband said I don't want you to spend the money I actually saw her a few years later and when I talked to her I said [1:47:25] hey so how's how's things going with the you know the fitness stuff she was like oh they're they're not and I was like oh why she was like well my husband never [1:47:33] lets me do anything and I was like oh geez um that's got to be kind of rough and she's like yeah it sucks and so the [1:47:40] thing is is that if you play it out into the future like you're going to end up resenting that person because they're not letting you do what you want and so I think what you're asking for is [1:47:48] permission when you really need support that's how you how you like you go from past to Future right and so then you can play it out with this person so so let's [1:47:56] play it out five years so over the last five years you've gained 5 pounds a year so you're 25 pounds heavier so 5 years from now if you're 25 pounds heavier than you are right now they're like oh [1:48:04] my God if I'm 25 pounds heavier than I am but that's just the track you're on and so let's play it out it like what if they say [1:48:11] no and so sometimes they're like well then I would do it anyways then you're like awesome let's sign you up now one out of three times that's actually what happened which is crazy I still am blown [1:48:19] away by that but then the two out of three times then I go you want permission not support now if you're looking at time or money for example [1:48:27] then you say hey we need uh we need resourcefulness not resources so it's like you have your little isms that you can remember if it's time then it's well [1:48:35] is it a seasonal thing because if it's a seasonal thing means you're busy right now uh and you might be you know less busy later that assumes that you'll [1:48:42] never be busy again and so do you want this thing to be long lasting this implementation or do you want it to be just like only for the time that you're not busy and then you'll fall off again [1:48:49] when when you get busy well shoot I want it to last forever it's like okay well then you should probably start when you're busy cuz that's what I'm going to be giving you the most support is now so that when you get to the the free time [1:48:58] it'll be easy coasting and when you get busy again you know how to stick with it because you had the support right and so again it's like you have to be able to dismantle these things because you [1:49:06] understand all of these there's a fundamental underlying fallacy of giving away power to something else because people don't want to make mistakes they [1:49:15] don't want to fail and so they come up with all of these excuses they come up with time they say like that's the seasonal thing you can have time in terms of the money micro which is I [1:49:23] don't have time in my day I'm like well you're here so when were you imagining this is why you do this up front when were you imagining how much time can you dedicate to this implementation to this [1:49:32] SEO agency to this weight loss program whatever it is right if you ask that up front then if they say oh I don't have time with it then you can say well what [1:49:40] changed between then and now just so I have understanding did I ask the question in a weird way that made you like not understand it um and again this [1:49:49] is where tone matters a lot cuz now you're in the red zone right now it's like the bomb's way more sensitive cuz the the the the time ticker is going and [1:49:56] so we want to be extra this is where Rapport is so important in the beginning because I I'll add this in this is a bonus one I call it the ghetto tone okay [1:50:05] and I learned this from Sam back so he had a personal training business and that's why I I shadowed underneath when I got into fitness he let me just work [1:50:12] for him for minimum wage uh and so I learned how the gym business worked but anyways I saw him have this you know rich white lady doesn't put her weights [1:50:20] back right and he was still training at the time like he was training sessions a little bit um and so he was like girl [1:50:27] he's like I know you ain't about to leave my gym without putting your weights back and he's a Persian dude right but he would get into this kind of like ghetto like whatever you want to [1:50:36] call it way of talking and she'd be like fine I'll go put him back and I thought about that and I was like man if I had [1:50:44] just been like hey Susan can you put your weights back like she's like I pay for personal training you can put my weights back [1:50:52] like that could get really bad really fast but when you say it like that all of a sudden it's like I'm communicating the same thing and I get the desired [1:51:00] 1 hour, 51 minutes result and they think it's fun and light-hearted and so in the same sense when you're in the clothes I use a ton [1:51:06] of humor and that tonality to diffuse hard conversations so I say like girl I [1:51:14] was like five minutes ago I was like you had four hours a week I was like what happened to my four hours if I say that no one's going be upset with me they' be like ah well I mean I didn't know that [1:51:23] it was going to be X Y and Z and then I'll be like fine I know like and then then then tone switch and you're like what's [1:51:31] really going on and then you get the real stuff because guess [1:51:38] what closers ask hard questions right and they're the questions it's the place where you don't want to go versus where you need to go which is you want them to [1:51:47] diffuse the bomb in front of you not when they get home right and so you don't want them to sit with the decision you want them to confront it's like you might be wondering this is a lot of [1:51:55] money let's talk about it right you might be wondering if your husband's going to be against it well let's talk about some reasons that he might not be against it let's talk about uh what your [1:52:03] business partner will say if you buy this without their permission let's talk about that right and so you want to confront those ugly things you don't want to cuz like you're not like if I if [1:52:12] you take anything from this the best salespeople want to confront it because they're better at selling them than they are at selling themselves so you want [1:52:21] them to confront the obstacle in front of you so that you can help them through it so don't wait for like you're not going to avoid it I promise you you [1:52:28] think you're avoiding the landmine but like CU sometimes you hear that thing in the beginning of the call and you're like that's a bit I don't know if I want to blow the call dude it's going to blow up in the close if you can't even can't [1:52:37] even confront it before you've mentioned price it's definitely coming up after you mention price so like confront it now so one of my favorite ways to get to [1:52:44] the hard question is asking what are you afraid of happening and then I follow that with let's just play it out a lot of times [1:52:52] it's like people don't even want to look at what's going to happen it's like no let's play it out right like I remember I had this this sale that happened where [1:53:00] 1 hour, 53 minutes I had a lady who was like I follow Dave Ramsey and I have envelopes of cash and if I give you this envelope that's my [1:53:08] grocery money for the week uh if I do this program and I was like okay well what are you afraid of and she like [1:53:16] paused and I was like is it that you won't be able to afford food I was like would you be afraid of that and she was like well yeah CU she thought she was going to win the sale day but it was a [1:53:24] trap um and I was like but you're trying to lose weight I was like worst case scenario don't afford food you lose some weight I was like whenn win now I did [1:53:32] that with a good tone so she got a laugh out of it right and I was like but let's be real I was like have you ever bought anything in the past that you weren't sure you could afford I was like and [1:53:39] where are you now you still survived you're not on the couch right I was like we always make it work in the end right and you have to you cut somewhere else I was like this is something that's going [1:53:47] to last with you forever like you have all these clothes I was like you want to make all of them look better in 6 weeks I was like just lose 20 lbs what are you afraid of let's play it out best case [1:53:56] worst case when you do that you can basically take away the emotion from the decision and say okay worst case scenario you're on your friend's couch [1:54:03] and you know what you were poor before this and you were happy then too so worst case scenario is you're in the same position you've been in before and it was fine best case scenario you change your life [1:54:11] forever so does that feel like a bet you're willing to take right and so if you if you just you want to confront it and then walk into [1:54:20] what they're afraid of and just say let's play it out so this happens here this happens here best case worst case and I can tell you like I've probably [1:54:27] closed more sales on best case worst case than any other close I have ask for the sale again and so this [1:54:35] is a big one if you do not ask for the sale you will not get it that is a promise once you ask if you ask again you'll increase the likelihood that they buy now there's a right way to do this [1:54:43] and a wrong way to do this if you just ask again when someone says no bad look if someone says no and you ask why and [1:54:51] then you resolve the why then you ask again and that makes sense says hey I can't make Tuesdays and you say no [1:54:59] worries if we're able to do it on Thursday would that work for you and they say yes they say awesome so you want to move forward you ask again right so all you're doing is resolving the concern there's terms in the industry [1:55:08] called looping or you know uh obstacle overcomes whatever whatever wording you want to use is that you resolve the [1:55:15] concern and you ask again and you can do this literally unlimited times as long as you resolve the concern and then you ask again I mean Lila will tell you that [1:55:22] like if it was either a Sunday sale cuz I usually had way less calls on Sundays um or it was the last appointment of the [1:55:29] day for me she just knew that I would always close that sale because I would just have unlimited time because I was like I will just keep going and so I ask [1:55:38] again and again and again and I had um I had a partner back in the day I don't know if I like the visual but he's like he's like you're like a pit pull on someone's ankle he's like you just will [1:55:46] not [ __ ] let them leave and I was like it's cuz I think I think that they need it they came in cuz they're trying to lose weight we sell weight loss what's the problem like we just have to [1:55:55] figure it out and usually it's just like it's mounds of stuff you have to UNP of all these excuses of all the times that they've been unsuccessful in their lives [1:56:03] it's like they came in because they want to solve the problem and when then they get confronted with the decision they get freaked out again because they reli this past traumas of the things they've [1:56:11] tried and then feeling like a failure and then they associate that failure with you in the moment you're like hey Susan calm down we're just going to have you eat some [ __ ] chicken and walk a [1:56:18] little bit it's going to be okay and so the best closers come from the frame of helping the Prospect and so I will tell [1:56:25] you this right now the best salespeople care more about the prospect than they do so whoever cares the most about the prospect wins the sale and so if they [1:56:33] care more about themselves then they will win now you're like well of course they're going to care more about themselves ah if you have more context than they do which you should because [1:56:41] you know more about the product than they do you should be able to have the best perspective to say no I'm not going to let this guy's limiting beliefs get in the way cuz I really want to help him [1:56:49] or really want to help her and I can see that today it feels safe to retreat back to not taking action on this huge pain that they have but I can see how this is [1:56:58] going to play out cuz I've seen a hundred other people just like them walk out the door and I see them you know a year later and they're the exact same position or worse and I don't want that [1:57:06] for them and so if you keep the human at the Forefront of your mind when you're making the sale you'll never come across pushy because you they can hear the [1:57:13] intention they can hear the tonality in your voice about you actually just trying to help them so when you ask for the sale again having key stories and [1:57:21] metaphors that you can use to break beliefs is what allows you to then ask again and you can do that literally [1:57:28] unlimited times as long as they have time and you have time and you address the problem now if you don't address the problem and ask in they go annoy so you just want to make sure that you have an [1:57:37] answer and you should have an answer because you've had this conversation before there's nothing they should be able to tell you that should surprise you if we zoom out we have a salesperson [1:57:45] who has maximum hours maximum days they have as many time slots per day filled up with the best Prospect effect CU they [1:57:52] work them well they have a plan before and after to come prepared to the call and take notes and follow up with them bam famam the whole thing and when [1:58:00] 1 hour, 58 minutes they're on the call they're completely present they breathe the script they know how to handle obstacles they have they have analogies and stories and metaphors memorized so they can help [1:58:08] people overcome their issues they stick to the script they don't add to the script they keep their word concision as tight as humanly possible so they can maximize the number of sales they have [1:58:15] per day and maximize the conversion rate of those sales fundamentally sales by the way I should have defined this earlier is increasing the likely that [1:58:22] the prospect buys that's all it is so everything that has to do with sales like if you had the perfect sales process it means you would account for every single variable that could ever [1:58:31] happen to any human and you would get 100% of people who go through this process to buy that's what a perfect sales process would be and so it's a [1:58:39] percentage conversion that's all it is and so with that we have maximum opportunities maximum percentage conversion we have an amazing sales rep but what if they can only do it for a [1:58:47] day that gets into the third bucket which is what I would consider meta skills which is traits of the best [1:58:55] salespeople the things that most sales people struggle with are trait issues meaning they are on and then they're off again they're on and they're off they [1:59:04] get motivated they get demotivated motivated demotivated if you feel like this then it's a skilled deficiency you just don't know how to sustain performance for a long period of time and I promise you the difference between [1:59:12] Champions and everyone else is they can sustain performance it's not like I don't know if sales is for me um I don't know if I'm growing enough in my dude [1:59:20] here's the cleared deficiencies you can't stay consistent there's some growth that you can tackle right now being consistent another kind of meta skill around this is enthusiasm like [1:59:28] they're enthusiastic one week they're not enthusiastic the next week being able to sustain and maintain a high level of enthusiasm for with the role [1:59:34] and when you're on the call is a skill it's a skill you whistle while you work you got to learn how to do it you got to learn to like the stuff you don't love [1:59:42] so you can do the thing you really love which is sales the best sales people kill for sport so let me tell you this a little [1:59:50] analogy huh notice a little iies so I heard this from uh Mike Ary and I just love this he said there's three types of sales people there's dogs horses and [1:59:58] tigers he like dogs you got to feed them and if you don't feed them they starve to death and you got to you got to give them all this attention you got to rub their belly every day and the moment you [2:00:05] stop they die horses they will Gallop as long as you keep whipping them but the moment you stop Galloping they just go down to a trot he's like but Tigers he [2:00:14] said a tiger can eat a full meal but then if a bunny walks across his line of vision we'll kill the bunny for sport he's like you want tigers and I love [2:00:22] that little analogy because the best sales people that I've ever met in my life they love sales they love the thrill of the clothes of the hunt when I [2:00:31] was selling weight loss I would sometimes have homeless people and things like that that would come in who would respond to my ads it would happen right I had two ways to take it I could [2:00:39] try and not take it seriously try and just like basically just get through the sale so I could move on with my life or I could see it as free practice and [2:00:48] what's crazy is the amount of times where I judge someone as poor and turned out that they just dress different I don't know anything about [2:00:55] that was more times than I can count and a lot of them were like hey I appreciate you're just like you know Trea me well I was like of course I was like this is a [2:01:03] business your money spends the same and so you either practice the skill or you close either way you win it's a lot like [2:01:13] lifting weights where if you have your warm-up reps and they look different than your heavy reps you're actually not practicing at all so you're wasting all [2:01:20] these opportunities that you could be practic practicing your skill sharpening the sword which is what we call it in the sales world you could be sharpening your sword but you're actually making it [2:01:28] duller CU you're practicing the wrong way you're learning bad habits by not taking the sale seriously so the best sales people kill for sport and so I had [2:01:37] uh I'll tell you a Jacob story which is my my young my young you know started with me at like 15 and now he's been with me however many years seven he started as a low man on the totem pole [2:01:46] and so when we would have lesser qualified leads they handed all of them to Jacob he's like I'll be the garbage man he's like take anybody's leads he's like I just want to get good I just want [2:01:54] to practice and so he's trying to take as many reps as he possibly could and guess what happened he started taking more reps than everyone else did and guess what happened after that he got [2:02:01] better than other people did cuz he took more reps and he took every one of these as a [ __ ] gift which is what it is is that someone's going to give you the time to learn the skill of sales the [2:02:09] business paid for that lead maybe it's less qualified they paid for it just the same and you have the benefit of learning the amount of people who want [2:02:17] to learn how to sell better and are unwilling to take quote unqualified leads is ridiculous to me it's free practice with stakes and you still have [2:02:25] the possibility of winning and closing a deal track data the best salespeople [2:02:32] track data and so they're meticulous about the data they track and so let me explain this so you can judge and I've just seen this across my portfolio the [2:02:40] skill of any person in any Endeavor that they practice by the quantity and quality of the metrics they track and so if someone says oh I'm good at sales i' [2:02:49] be like cool tell me about the metrics you track now if if they're like ah just you know close rate it's like well there's so many other metrics that you could track to understand how good you [2:02:57] are at sales because the close rate is really just an outcome it gives you no leading indicators it tells you nothing else right I want to know what percentage of leads you're booking I [2:03:05] want to know what percentage of of scheduled things are showing I want to know of show rate what percentage are you offering of offer how many of you're closing how many how many what's your [2:03:13] average call to close are you doing one call two call 1.2 like what's your what's your average number what's your average number of cash collected like there's so many other metrics that you [2:03:21] can track to know how well you're doing as a salesperson and yes for everybody like shout this from the rooftops if you [2:03:30] can get their schedule rate up by 20% it's just as good as getting their close rate up by 20% and so there's so many other things in the funnel that the best sales people know about closing about [2:03:39] how to increase the total number of sales they get by controlling all of the other variables that are under their control now the bad guys the dogs are [2:03:47] like I only want these times and I want them to be spoonfed to me and if I don't get them fed there and you don't pat me on the head I'm going to starve to death [2:03:54] and die right that's what the dogs do and if you've got sales people like that they're dogs I don't care how many how much experience they have they're dogs right tigers are like I want to be [2:04:03] available to kill whenever because I just love the hunt I would do this for free I'm just happy I get paid to do it pro tip if you are somebody who's [2:04:12] running a sales team if you want to increase the close rates across the entire team even more give the best closers the best leads and the way you [2:04:20] do that is that you have to start by scoring your leads first which means you actually have to track data so you can say these people have the highest likelihood of closing when they have these three characteristics they close [2:04:28] at a way higher percentage and then you give those leads to the best guys so fundamentally you'd want the worst leads to go to the worst guy the best leads to go to the best guy and everyone in [2:04:35] between and so by doing that you actually match the org and so I actually had a Salesman that I knew who was the top sales rep for a time share business [2:04:44] and it's exactly what you think it was so it's a billion dollar plus company this guy was making 3 million a year in commission selling time shares and I had [2:04:51] with him and I was like what do you do you know differently and he said well I won the sales competition and so I got one hour with the CEO and on that one [2:05:00] 2 hours, 5 minutes hour with the CEO which is the prize for winning the sales competition it was 3,000 sales people it was number one he said I just said if you give me the best leads instead of wasting them on these [2:05:08] guys who are new he's like I will make you so much money and so the guy experimented with his little Division and he 5x his income as the sales guy [2:05:18] and then they took it and they rolled it out Nationwide and they 5X the business and so there's a huge opportunity in [2:05:26] every business to give the best closers the best leads because you make more money and what happens is is that the [2:05:33] best guys will actually make more and more and more money which then creates a survivorship bias for new guys coming in and so if you know that best guy used to [2:05:42] make 200,000 a year as the top closer but now can make 800,000 a year the amount of sales people that you will attract your opportunity will 10x now [2:05:50] even though the entry level guys now make less than they did before the opportunity just like the lottery the same reason people buy tickets is they assume that they're going to get there [2:05:59] and so by having it this way you'll have people come in willing to make less because they know that if they if they perform well they'll go to the big [2:06:06] leagues now the other benefit of this is that you train your new guys on the worst leads so you lose the least money as a business but they also develop [2:06:15] their skills because they've got to learn how to Big borrowed steel and squeeze blood from the stones from the least qualified customers and so when they get to somebody who's got a 700 [2:06:23] credit score and actually has intent to buy they're like oh my God this is amazing because they practiced on somebody who's like missing an arm and [2:06:31] missing seven credit cards and they are in bankruptcy and they're actually in the middle of a divorce and the real name isn't Al it's actually Larry and [2:06:38] you know it's complicated I'm a little liquid right now I'm between thing you know whatever right and they're closing those people for lunch money uh and so [2:06:48] when you learn how to do that when you get to like qualified prospects you're like oh my God this amazing but at that point the business doesn't bear the cost the salesperson does so that they can [2:06:55] develop their skills cuz just being real you're still paying them to learn and I'd rather pay as little as I can so I can allocate the resources the best [2:07:04] way possible in the business my biggest pet peeve and the reverse of that is my favorite thing about the best salespeople is they never [2:07:13] blame circumstances so whenever I have a salesperson is like the leads are bad or you know uh these These people aren't a [2:07:20] good fit or just like whatever BS that they can come up with or like I don't like the commission structure we should change like just focus on the things you can [2:07:29] control right and the guys that I love the most never complain they pick up the extra shifts they call the leads the most they work them the most they're [2:07:38] like these leads are amazing I'm so grateful to have these and be able to practice and get paid to do it and there's a time and a place for giving [2:07:46] feedback on stuff group calls not one of them if you are one of these salese you give it oneone with the manager say hey by the way I've noticed like some people [2:07:54] get on the phone just objectively like their credit scores are just consistently lower than they were a couple months ago I don't know if we've changed anything on the marketing side I'm going to approach the leads the same [2:08:02] I love The Practice just thought might be you know useful data for marketing right that's very different than like dude these leads are [ __ ] I'm I'm not taking these calls right that's just a [2:08:10] primadonna and I hate that and so again the worse the leads the better you get the flex your skill and the best sales [2:08:18] people take 100% of the control and the best marketers take 100% of the control too and so if everybody is taking absolute blame for every outcome guess [2:08:25] what you win we doubled one of our portfolio company sales by tweaking several tiny things in the sales process and you can use all the same tactics in [2:08:33] your business too enjoy three young Founders who are all sad because they were not making the amount of money that [2:08:41] they wanted to make so before I show you the data let me explain what each of these terms actually mean so show rate is the percentage of people who have an appointment who show up for their [2:08:49] appointment so in any business if if you deal with people you will have sessions or appointments you have a time slot that someone says they're going to show up right if it's a sales consult then [2:08:58] they are a prospect and they're going to show up to get sold so if I have 100 people have an appointment and 70 show up that would be a 70% show rate the [2:09:05] second one here is offer rate which we forgot to put in the rate so let me just put that in for you there you go offer rate which is the percentage of people [2:09:12] that we actually make an offer to you might be like well why would I not offer everybody well not everyone's qualified and so for example if I work with only gym owners and somebody comes on it's [2:09:20] like Oh I'm a personal trainer well you shouldn't be here we had all these other things that said don't be here but you still came why are you here that means that you don't offer them anything and that's it now if 100% of people who [2:09:28] showed up show right you are able to offer to then that means that your offer rate would be 100% And that is an indicator of the quality of the lead flow that you have the third is close [2:09:36] rate this depends on how you can track this all right so you can either do it based on percentage of people who show or you can do it on percentage of people who are offered what I normally do is [2:09:44] I'll just track both I'm going to guess that this one is off of offer rate because it's what we have here it's good to have both stats here because let's say a Sal man wants to artificially [2:09:53] increase his close rate well then he will just say well I'm not going to offer anyone unless I know they're going to say yes and so then their close rate is high and then they'll show that [2:10:00] 2 hours, 10 minutes there's a really low quality score but if that salesman this is why having team stats is so important and individually is because if the team is all saying that they're offer rate 70 and one guy [2:10:08] saying his offer rate's 30 but he has 100% close rate and they all have 30% close rates we know where the data went and this is why having high quality data allows you to see what the problems are [2:10:17] if I didn't have this percentage then I wouldn't know it's because we have low quality leads or because my salesman suck this data allows me to identify the problem and then fix it so the fourth [2:10:25] set here is percentage of cash collected up front meaning if we're selling $1,000 widgets and the average cash we collect today is $500 because people do payment [2:10:34] plans then we would know our cash collected percentage would be 50% if I have a low close rate but High cash collected percentage that would tell me a different story than a really high [2:10:42] close rate and really low cash collected percentage i' be like oh so they're just getting anyone to say yes and taking $10 down if they can versus somebody saying [2:10:50] we have a hard line and so it's really trying to find the magic between these two and saying how can I get as many people to say yes and get as much cash collected up front the final one here is just unit sold and this is really just [2:10:58] the output of these four well if we multiply these things together how many do we end up closing and that's the result so beforehand damn we had a 49% [2:11:07] show rate so let's say we have 100 appointments now we have 49 who actually show up for their appointment and then of the 49 we're able to offer 83% of [2:11:15] them beforehand so 80% of that is 40 40 people now are getting offered out of our original 100 appointments of the [2:11:22] people who get offered 27% of them which is 10 people roughly are actually buying in that closing percentage and then our [2:11:30] cash collected from those 10 people is we're getting a little less than half of the cash that we closed down now I gave you 100 as a number but the actual [2:11:37] number of units sold for this business in the prior month was 56 units all right so this is current state if you don't know these numbers in your [2:11:45] business you should so that you can improve them let's say I invested in your business today the first thing we want to do is get the data so that so we can see what Baseline is so we can see [2:11:53] where the discrepancies are and where we think the biggest opportunities for improvement are and you're going to have to wait till the end of the video I'm going to show you what happened after so let's start with problem number one or [2:12:02] opportunity for improvement number one we had a low show rate as in based on our benchmarks of 70% for any kind of appointment type business we think that [2:12:09] we should have at least 70 there Allen which was a company that I had all we did was show rates we were doing 4,000 appointments a day we experimented we had a machine learning team to think [2:12:18] like what was the number of communications that we had to have with a prospect what was the delay between responses that got the most people what were the total number of exchanges how [2:12:27] far apart were the exchanges there is lots of data that we were able to collect so their number was 49% of appointments were showing up what we wanted them to be at was 70% this is our [2:12:35] Benchmark where we'd say okay this isn't a problem anymore now do we want to improve things absolutely but where are we going to allocate our effort at the constraint this was a constraint now to [2:12:43] give context here this Delta is a 40% difference 40% is a lot think about the S&P 500 they're like we trying grow 9% a [2:12:51] year it's like boom I unlock that I get 40% growth I don't have to do anything else for like 4 years in the S&P big wins that's what we look for lots of things can affect show rate by the way [2:13:00] 2 hours, 13 minutes the number one one that affects show rate is number of total time I sa available take that to the bank but one of the other ones is the targeting and the offer itself so targeting is who's [2:13:09] actually seeing this promotion if I'm targeting teeny boppers for example I might get people to schedule but then realize that they're not here for a [2:13:17] laser hair removal appointment so the targeting there would be off and and so that would affect our show rate and that has nothing to do with our lead nurture sequence or our salesman or anything [2:13:26] like that it's just the wrong people were seeing it so that was issue number one for context for us just imagine that's underneath it was 25 to 35y olds [2:13:33] who were gainfully employed and love their job and this when we came in to look at it was actually targeting 18 to 24y olds the reason that this was far [2:13:40] off for us is that the ad objective now I'm going to get a little bit tactical with you ad acis.com at hold Co we have media buyers we have Pros who do this [2:13:48] for a living and so when they zoomed in on how their Med a buyer was optimizing the traffic they were optimizing against what a lot of people would initially [2:13:55] think they should do which is optimizing for the lowest cost leads and the lowest cost appointments what we had to do we switch to optimize around cost per sale [2:14:03] if we can optimize around who we actually sell to we will shift where the sales come from and just to give you how big of a problem this was they had to cancel 75% of their appointments before [2:14:11] the 49% show rate the sales guys are spending most of their time just looking at their appointment looking up the person cancelling to get their 49% show rate and that's about the closest thing [2:14:19] to literally burning money so second big problem was multitasking and this really goes for any role but especially like sales-driven roles they had a setting [2:14:27] team and a closing team and the Setters were both trying to call leads to get appointments and then also nurturing and doing the follow-up to remind them of [2:14:36] the appointment and it's similar as that may sound in your mind it's two completely different activities you're banging phones calling people up you're in that flow and then you're like oh wait Sarah has an appointment today let [2:14:44] me go REM mind Sarah does Sarah going to interrup it and you're like wait I'm calling and then you start like and it's you go back and forth right so they had three big issues number number one is [2:14:51] that they weren't double dialing right which is one of the most common things that you can do by the way if you're doing phone calls because a lot of initial screens will stop the first call [2:14:58] but if you dial twice you'll get through number two is that the time to contact was too slow so lead would come in and [2:15:06] they would just like sit there for 30 minutes 60 minutes an hour 2 hours 3 hours right and they weren't getting contacted it's like what did this person do they're like oh I'd like to find out [2:15:14] more information nothing and the third thing is that they didn't have the right times to set appointments and they weren't nurturing correctly so we go same day next day I'm just giving you [2:15:22] some secrets and they didn't have morning of nurture meaning if you have an appointment today and you booked this appointment 3 days ago if I don't remind [2:15:30] you that day that you have an appointment the likely that you show is lower and so these are the problems that they have no double dial slow speed to contact and they didn't have any mning [2:15:38] of nurture but wait there's more the second problem they had or opportunity for improvement was that they had a low close rate and this is based on our [2:15:45] Benchmark I would normally give you a kpi but it has so many different variables in terms of what percentage Clos rate is cuz if you're selling in [2:15:52] person for example for a low ticket thing you might be able to sell 80% plus of people walking the door on the flip side if you're selling an investment [2:15:59] opportunity over the phone on you know a first or second contact you might sell 5% but for this particular type of sale that they had which was a two call close [2:16:08] for like I would say a mid-priced consumer service in my opinion they should have been about 40% so 40% is what I wanted them to be at and then [2:16:15] current was 27% so this is where they were this is where we wanted them to be and again for context here this is about a 50% Improvement so problem number one [2:16:23] is that they had service level Discovery if you're not familiar with that terminology in a sales script there's different kind of phases that you go through in a conversation and the opening part is often a little bit of [2:16:32] Rapport and then right after that you get into Discovery and Discovery is where you're discovering what the problems that the person's going through you're trying to understand why they are [2:16:40] where they are why they're on the phone with you why they decided to take time out of their day why this problem's important to them what they've tried in the past etc etc right this is the [2:16:47] Discovery this gives you all the ammunition that you're going to use at the end of the sale to close it so the way that they were doing was simply saying how much money do you want to [2:16:54] make just asking the one question which is the big obvious question it's surface level but the big thing that you always want to ask when you're selling is [2:17:02] intention why do they want this like what changes as a result of this how will your life look different what can you not do now that you would be able to [2:17:09] do as a result of this change who else in that in your life would that affect why does that matter to you right and so these are all why questions and it's to [2:17:16] to dig up their intentions because if you can understand why someone's there it's much easier to get them to agree to getting them there right but if you [2:17:23] don't know that someone's trying to let's say replace their income versus quit their job versus just have side [2:17:31] hustle money those are very different intentions if I want to talk to side hustle money I'm probably not going to be like this is going to take a ton of time on the flip side if someone's like [2:17:39] I hate my job I just want to do something that's not this then I might talk about what the day-to-day looks like in this scenario and ask them if that sounds better to them so if you [2:17:47] think about sales process what they were doing is they were asking questions that were here surface level [2:17:56] but this is where all the meat is and that's where all the money is is the questions that are below the surface is understanding why someone's even doing this to begin with look at that Iceberg [2:18:04] killer Iceberg and so the second issue is that they had a lot of objections coming up on the call I'll say objections but I also mean obstacles for [2:18:11] those of you who are sales sales senses objections happen after you talk about the number obstacles happen before you talk about the number if you come on the [2:18:18] phone and I say hey why are you here and you're like I just want to find out more information that's actually an obstacle like you already have to confront that cuz like no you're not hopping on phone calls all day trying to find information [2:18:26] what problem you trying to solve and then they're like well and then you get into it right but if you don't address that up front it'll blow up on you in the cloes so objections and obstacles is [2:18:34] what they were encountering a lot of and part of that is because they Discovery was wrong right they were talking to service levels so then lots of [ __ ] was blowing up on them in the close common [2:18:41] objections that happen after you present price is uh this is too much I need to think about it I have to talk to my spouse I'm not sure if this is for me I'd like to get more data can you send [2:18:50] me a brochure like these are all just the make believe things that people will say in order to not buy from you interestingly a lot of times if you stay in the surface level they'll even give [2:18:58] you what we call Smoke screens but basically like they'll just come up with uh a reason that they're not going to do it and it's not even the reason they just throw a smoke bomb up and they're [2:19:06] like I don't like English you know walk away right has nothing to do with it they just want to get off the phone so those are the two issues that we had on the sales and that was getting us to [2:19:14] this 27% close rate and what this looks like is lots of argumentation and like hard closing and it's because the S [2:19:21] isn't positioned properly and they were basically talking at people and not listening if the salesperson is talking more than the prospect in your sales [2:19:30] like these are likely issues that are coming up I'm going to give you two examples real quick to show you how important delivery of a messages so if I [2:19:37] say I have to think about it and I say oh like what are your main concerns or what are the main like what are the main variables that you're considering you're not thinking wow this guy's a douchebag [2:19:46] I sound like I just genuinely want to know I call it childlike curiosity I always cue it by tilted my head I'm like huh what are the main things and I would [2:19:53] increase my voice at the end there an improperly trained salesp person might be like well what are the main concerns you have and all of a sudden that sounds like a very different thing so they're saying the script but they're not but [2:20:01] the prospect isn't hearing the same message and these are little details that actually can make a huge difference in ultimately how you close there's a lot of things in tone but I'll just say [2:20:09] one is how you raise or lower your voice and the second is where you choose to emphasize if I say I didn't say he hit his wife if I say like that I have [2:20:17] neutral Tone If I say I didn't say he hit his wife then it's like I'm not saying that I didn't say he hit his wife is now saying that like those weren't my [2:20:25] words I didn't say he hit his wife he's the one to question I didn't say he hit his wife means like he might have done something else but he did something to his wife I didn't say he hit his wife it [2:20:34] could have been somebody else's I didn't say he hit his wife it might have been his kid right and so it's the same sentence but simply emphasizing different parts of it communicate [2:20:41] different things and so the tone and emphasis create a altogether package of how we communicate and for them their tonality was way off as a team because [2:20:49] they were missing the first five minutes of discovering and setting the frame properly and so I'll give you the last set of problems opportunities for improvement and then we'll dive into [2:20:57] what we did to solve them and what happened sales problem three opportunity for improvement people in orc structure [2:21:03] issues so issue number one is that CEO was the sales manager and that was because he was the best closer he had a [2:21:11] significantly higher close rate than the rest of the team but he wasn't a very good sales manager even though he was a good Closer by the way that's one of the [2:21:19] main issues that a lot of sales teams have they promote their best closer as a sales manager and often times those are two very different skills and we could see this because the churn on their [2:21:27] sales team was through the roof just to be clear like they were a group of young Founders it's not uncommon it's actually probably very common because usually when you start a business learning how [2:21:36] to promote and sell the product is usually the job of the founders like how do I get people to want to buy the thing and so they end up getting the most reps early on and also understanding the [2:21:44] prospect better than just about anyone and so one of the big things you guys were in a little mini sales last I is that companies will over educate on the product and under educate on the [2:21:52] prospect the person that you should be educating your sales stuff on is who we're talking to more than what we're selling cuz for me if I know someone [2:21:59] deep in their core what their intentions are I can tell them anything I know someone inside and out and then someone says sell this thing and I know nothing about it I could probably get them to [2:22:07] buy on the flip side I know everything about this thing and I don't know who I'm talking to talking to a child a man a woman old young different language and [2:22:15] so a lot of people talk like hey sell me this pen when in reality what we want to do is like talk to John the majority of good sales trainers who try to do that [2:22:22] gimmick what they want the person to do is ask them a question it actually has nothing to do with the pen and so if they say sell me this pen what you do is you take the pen and you put it in your [2:22:30] pocket and you say how's it going what brought you in today right cuz I got to go from where they're at to wanting a pen I'm not going to just be like hey [2:22:38] buy this pen give me money like it doesn't work that way but bad salesmen do so the second issue was the setting team expectations one of the benefits of working with someone who has more [2:22:46] experience is that we know what the Benchmark should be and so a lot of times we can reset some 's minimum standard and they're like well they're setting two a day and we're like they [2:22:53] should all be minimum setting three and that sounds tiny but again 2 to three is a 50% increase in sets and that's across a whole team so that means a lot of [2:23:02] productivity but if you set the bar low people just naturally shrink down to that level all right so you understand the problems and here is the data this [2:23:10] is before they had a low show rate issue they had low close rate and multiple issues around that and they had people in organizational issues I want you to pause real quick in the video in the comments to be like what would you do [2:23:18] how would you attack these issue if this was your business and then I'll tell you what we did now there's two elements of [2:23:27] solutions element one is what would you do to attempt to solve the problem and the second is which one do we do in what order the third problem that was actually the first thing we decided to [2:23:35] fix was so we hired a sales director the reason for that was because the CEO was overly involved he was micromanaging he wasn't a good manager and he also wasn't [2:23:43] doing CEO stuff and so we had to hire an experienced sales director who in this instance had been a sales trainer for a similar type of sale in a consumer good [2:23:50] this guy ended up being exceptional and being able to implement the rest of the changes that we outlined so this was in terms of order of importance I think if [2:23:57] we hadn't done this and had tried to do the rest of them it would have fallen flat this is like one of the most common errors that business owners and Founders [2:24:04] make is that they see the what and not the who or they focus on the how and not The Who and if you have the same problem that has recurred multiple quarters in a [2:24:12] row in the same Department underneath of the same who it might not be a what issue it might be a who issue one of the reasons having experience is he [2:24:20] is because you know what it looks like when it's right some of the biggest costs in the business are hiring incorrectly you waste the time trying to find them you waste the time onboarding [2:24:28] them and training them and then you waste the time of all the time it takes you to figure out that they're not the right fit and all the loss growth that you would have had to then start that [2:24:36] process over again that's tough but a lot of businesses have to deal with that which is why picking Personnel is so important with this instance we looked at culture fit which is like do we think [2:24:44] that this guy will fit in which we usually the founders pick that part out like hey does this guy fit in cool and then we're going to hardcore drill on usually experience and tactical [2:24:52] knowledge and so we have subject matter experts at holdco media buying cro experts sales experts Finance expert whatever and we will then do tactical [2:25:00] 2 hours, 25 minutes interviews we talked about earlier you can know that someone is good based on the quality and quantity of the data that they collect I would ask somebody what data do you plan on collecting and [2:25:08] how would you plan on fixing those things based on how vague they are and how high level they go in terms of their Solutions it'll tell you how nuan they can be in their thinking and ultimately [2:25:16] executing Solutions sales directors specifically in my experience when I have guys who are like I just want to build up people I want to give these [2:25:24] guys skills and they marry that with like and these are the metrics that I track to know X Y and Z that's a good sales director the next thing we decided to solve boom was fixing the ad [2:25:33] targeting and the reason we did the sales director first was because we're like well how do we know if anything else is going to happen afterwards if we fix this so what we ended up doing here [2:25:41] it turns out is that we also had another Personnel issue the media buyer was asleep at the wheel they were optimizing around the wrong stuff they were trying to split their attention and start their [2:25:49] own side hustle it was clear that they were negligent they actually were doing the right thing and then they stopped doing the right thing and it was clear that that type of behavior the founders [2:25:57] felt was not going to correct itself so they let go of that person hired a new person and boom fixed the ad targeting problem we were back to 25 to 35y old people who love their job what did we [2:26:05] fix next boom We reduced the sales team what and we reset expectations for the setting team what we looked at is sales team utilization if we know that guys [2:26:14] can take 10 sales a day and they're actually only taking four then we have too many sales people in this instance it gives you an opportunity to to cut the fat for lack of better term and [2:26:22] reward the people who are actually doing their jobs and closing well if you cut the lowest percentage of the team and you have utilization like you have space [2:26:29] you lose the lowest closing percentage people and you gain more closes just by Shifting the closing rate overall of the [2:26:37] team when you make those changes in my experience sales people get into a rhythm if you don't take enough sales calls you're too desperate to close the [2:26:44] deal and then you start being too hard and not listening enough cuz it's about you not them when sales people have more and more consults they sell from the [2:26:52] back of their heel they're open-minded they're asking questions they're feeling good and they get in a rhythm the setting team we both downsized and increased expectations how did all these [2:27:00] 2 hours, 27 minutes sales increase by having fewer people we had better people that's how and that also helps recreate the culture of the team so that we can have a new standard [2:27:08] set of high performers because there's nothing that demotivates a high performer like a low performer who's still on the team and so we went from two to four in terms of our expectation [2:27:17] per day for the team in terms of sets sales fix numero qu I'm messing all my columns up now just going to have to deal with it we promoted one Setter to [2:27:25] lead nurture specialist I was saying earlier that they were multitasking right so they're doing some setting and they're doing some lead nurture and that gets really hard for a team of six guys [2:27:32] to split those things we took one of the Setters who was really good and made that person the lead nurture specialist who basically acted as the bridge for both the setting team and the closing [2:27:41] team to basically coordinate and remind the people of their appointments and we equipped that lead nurture specialist with one of our checklists for what that role needs to do to get the most people [2:27:49] to show up and I'm not going to give you all because of the long checklist I'll give you two quick examples one of them is doing a three-way intro once you have the set appointment between the setter [2:27:57] and the closer and doing it via iPhone if you can because now you have a known person and an unknown person and a person that Bridges the two they might [2:28:04] know show on Johnny over here but not on the guy that they just spoke with and so the idea is how can I bridge that Gap and kind of make the association for them add some trust the other thing is [2:28:12] that the closers mning of would remind them with either a voice memo or a video text personalized to them being like hey John really excited for our apointment [2:28:21] today I saw your profile XYZ personalized to you really pumped for you I think we might help you out so that's just a couple of the things that we have on that list that we had them Implement and all do consistently and [2:28:29] sales team fix number five boom is we optimize the sales scripts I said earlier that the discovery was to surface level so we rescripted the [2:28:37] discovery made sure we were asking deeper more meaningful questions and a part of that is also bringing some of the objections to the front it's much easier and this is the this is the [2:28:45] terminology that our team uses which is killing zombies right it's a lot easier to kill a zombies when it's far away than when it's on top of you if somebody's trying to bring up a zombie [2:28:53] in the clothes another way of saying it is like you want to diffuse the bomb before it goes off in the clothes in your face so we solve the problem before we bring it up now this is actually [2:29:01] something that we added to this part of the script which is prior to the appointment we say hey is there anyone else who'd be required to make a decision about this thing if they say [2:29:08] yes then you say cool well let's push back the appointment and let's get that person on that way you have all the decision makers present so these are just little things but like little 1% [2:29:16] improvements over and over over again is what yield these 50% boosts and the third main change we did was that we drilled the team on looping and looping [2:29:25] is just a sales terminology for basically when you encounter an objection handling the objection and then asking again handle the objection [2:29:34] ask again right because a lot of sales people are afraid to ask if someone says no and they don't want to ask again right and I can tell you this is that the number of sales you make is direct proportional to how many times you ask [2:29:42] there's ways to do it wrong and there's ways to do it right the idea is that you should be able to resolve the concern right so if someone says I need to think about it and you say well what are you [2:29:50] your main concerns and they say well it seems really complicated you say oh what part specifically feels more complicated they're like it's the whole Tech thing and we're like oh we also have a vendor [2:29:58] that can actually fill that in I think it's a couple bucks extra but like we can just handle that for you does that solve the problem and they're like oh okay so you guys you guys will just [2:30:06] handed that one part of it like yeah we'll handed that part of it for you cool now this is where the salesman says great you want to move forward you have your idea on you hey what C you like you [2:30:14] can just make the ask right after that and so then at that point you might say ready to move forward then and they might say this feels like a fast decision it's like oh well what makes it [2:30:22] fast how long you been thinking about this they're like well I mean I just met you and you say well how long have you wanted to solve this problem and then they would say well I mean a long time it's like well that doesn't sound like a [2:30:30] fast decision at all it sounds like you've already made the decision a long time ago that you wanted to change now we're just acting on it so now do you want to move forward right keep looping and continuing to resolve the concern [2:30:39] ask again resolve the concern ask again drum roll please what happened in the real world so let's go to the data all right so in [2:30:48] our first column we had 49% show rates after we implemented sales fix 2 fixing the ad targeting sales Fix 4 promoted one lead Setter to lead nurture [2:30:56] specialist and sales fix 3 reduced the team size and reset expectations survey says we had a 70% boost which is almost [2:31:06] exactly the kpi and that's because when you do things that work they work so that was a 40% Improvement in sales and to be clear this was just over 2 months [2:31:14] all right so some of these changes going to happen real quick if you know what you're doing the second change we have is our offer rate and so here's what happened so survey says 80% we actually offered just about [2:31:23] the same amount of people realistically what they were doing is offering people who weren't qualified cuz the sales team wanted to eat I get that like there's a human component here they were offering people were not qualified the deal cuz [2:31:31] they needed commissions right which is what we were trying to fix with the targeting close rates we went from 27% and 60 days later we were [2:31:38] at 41% so 1% above our Benchmark all right this is a 50% Improvement in sales [2:31:45] so 40 and 50 Kazam next up we have percentage of cash collected a really good metric for knowing how strong the sales team in is and this is especially [2:31:52] important for that early Discovery portion and how good they are at looping and closing because the deeper you get the discovery the the more convicted the [2:32:01] buyer will be about the solution and the more likely they are to pay up FR as a measure of their conviction in the solution the survey says we went from 47 [2:32:09] to 82% so we almost doubled the amount of cash that we were collecting up front per sale in 60 days we had a 40% [2:32:18] Improvement and we had a 50% Improv and we had a almost doubling of cash collected so if we almost doubled the amount of sales that happened and we [2:32:27] almost doubled the cash upfront collected what did we do to the cash FL the business Forex ah much more enticing after we added all these four changes [2:32:35] together and we waited 60 days what happened survey says we went from 56 to 93 sales a month and that was just from [2:32:43] a few of these fixes on one particular part of the organization I taught 116 sales Prof professionals my closing [2:32:51] framework and after implementing it they increased how much they closed enjoy um Alex Becker who's the who's the founder [2:32:58] of that uh clued me in recently to something he's like dude your your your rowes is insane because he can see everyone's revenue and their ad Spin and [2:33:06] I was like what do you mean he's like you have the highest return on ad spend of everyone in the entire platform by like a mile and I didn't really ever [2:33:14] think about it but our lifetime return on Advertising is 36 to1 so to do over you know hund now you [2:33:22] know five or 10 million whatever we're at now um we've spent just under $3 million in advertising and so there's a [2:33:31] lot of other pieces to you know making more but just for everyone on this call we're talking specifically about sales [2:33:39] correct yeah so so Alex yeah yeah 99% of these guys are are closers and they're getting closing [2:33:47] positions a couple people are sorting like a closer agency where they partner up with a guy like you and they're like hey let's do like a little JB deal I slam your deals okay sweet well then why [2:33:57] don't I so what I'm going to do is because I do have a presentation um which is just how I think about sales um and I have the the third part of the [2:34:05] presentation about scaling sales teams does anyone here have multiple closers who work for them or is is most people just closing on your own right [2:34:13] now you guys got to talk with Alex he don't bite I also can't see I can't see the chat I can't see the chat [2:34:21] we're working towards that Alex okay so how about this I'll give you the things that so um Russell when I [2:34:29] first met him was like dude how did you learn how to sell so well and it was because I looked at my CRM and I'd done [2:34:35] 4,000 sales one-on-one uh in Fitness and so that's a lot of reps you know I was [2:34:42] taking 20 consults a day for like four years and so that's in person face to face my team would double or triple book me every 30 minutes and I just sold the [2:34:50] same thing over and over again and because I was really good at sales I ended up not hiring a ton of salese and I would actually have my manager set appointments for me all at one location [2:34:59] so I had six gyms and so I would go there they'd stack up an entire day I'd mow down a whole day go to a different gym and they'd been stacking all the [2:35:07] appointments and I'd mow down and so usually I do 20 to 25 consults a day and you just get you you know you just get these reps in of reading people gauging [2:35:15] tonality and seeing where you need to lean in and where you need to lean back and so um you know over time I've then started training sales people and sales [2:35:23] managers I had a remote sales team we F we'd fly out and do turnarounds um like in person so I had eight guys we'd fly out to eight facilities every month and [2:35:31] we turn these facilities around because I know Mike you were in the Fitness World before this um that's right and then I brought that sales team in-house and they started doing phone sales for [2:35:39] high ticket so I've had um I've had in-person phone High ticket low ticket we've kind of done a lot of those things I trained mortgage leads teams um so [2:35:48] kind of the whole Gambit and there's definitely some things that I've seen you know I've bought every sales product on the market I bought Grant stuff bought bord stuff um and I think there's [2:35:57] a lot of Merit and there's a lot of good stuff out there but in my experience uh Simplicity is what scales and so I'll give you if you're okay with it I'll [2:36:05] give you the few things that I have implemented consistently within my companies that have generated outsize [2:36:11] returns is that cool all right awesome what I'm Gonna Roll let get all right [2:36:20] full Jam so as I said Simplicity right I'm a the world's best graphic designer uh as you can see here so I'm trying to [2:36:29] uh show the the real Keys of the Kingdom so everybody here everybody here selling expensive stuff is that most people on [2:36:35] this call yes everything's High Alex fantastic all right everyone still see [2:36:42] me and the screen yep all right Rock and Roll All right so I'm guessing this guys isn't your first rodeo um not your first [2:36:50] presentation with the sexy headliner big promise and so if you have failed for you guys to uh grow your thing in the past I promise you it's not your fault [2:36:56] lots of information very confusing um and you can sometimes be inundated with lots of different sales people's information you've got Mike here who's a [2:37:05] who's a gem and knows his [ __ ] and you guys are lucky to have him um but in hopefully in this presentation I will put some of those fears to rest of like what if I'm never what if I never make [2:37:13] it what if I never turn this corner um and become the salesp person I want what if I never hit the 100 100 Grand a year what if I never hit the 100 Grand a month or whatever don't hit the million [2:37:21] a month goal that I have and then what does that what does that mean about me right if you've ever thought those things um like I can tell you I did two [2:37:28] um right after the instance that I had uh mic with that individual um and that individual drained my entire bank account and then sent it to their girlfriend in Sweden and then filed [2:37:36] bankruptcy after that happened I had $1,200 because I had sold all my gyms and put my money into that account so I started at zero which I'm very grateful [2:37:44] for because it gave me the experience that I have now and so what I'm going to show you is that you can have a simple sales process that can yield outsid [2:37:52] returns a lot of people like to make this fancy because it makes it easier to sell stuff to people about selling but these are the things that I have seen [2:37:59] that have unlocked the growth for us because I don't think I'm the best marketer out there I think we've simply attached a phone to a funnel um and [2:38:06] we've been very efficient at it and so as a result of that I've always been able to make more per customer than anyone else because of how efficient we [2:38:14] are at the conversion process all right and so that's what we're here for so I want to show you exactly step by step our process for selling all right and so there should be two types of people here [2:38:22] some of you guys who are under $100,000 a month and I'll show you how to never compete on price again all right and if you guys are over $100,000 a month I'll show you exactly what we did to scale a [2:38:30] team to get to a million a month and Beyond is that cool yes because if you're under a 100 it's just you right if you're over a 100 you need people all right so it's GNA kind of be like the [2:38:39] actual sing itself and then the scaling of the sales all right so that's kind of the goal for the 60 minutes I'll probably be able to get it done in 40ish I'll talk fast so we can have some time [2:38:48] all right everyone can just listen fast is that all right all right I'm it so I've been really fortunate um yeah [2:38:56] now we're at 105 or 110 or whatever it is um in in selling stuff which has been cool what's been coolers we've been able to donate to causes you guys don't know [2:39:04] my story but um I had a I had a gym teacher after school who stayed with me he didn't have to he didn't know me from anybody and he worked out with me for an [2:39:11] entire year and taught me how to work out because I was like a really insecure kid and as a result of that I got into fitness and so I feel like it's all of our opportunity because you guys are on [2:39:19] here like we're already in the top 1% in the world you know what I mean like we're bitching about not making a 100 Grand a month like [ __ ] you you know [2:39:27] what I mean like really and so um it's been a great privilege to be able to give back you we've donated 1.4 million just in the last three years actually [2:39:35] 1.7 now I have to update that um but anyways just the causes that we that we care about and so for us it's it's kids being able to have the opportunity that we had all right and uh if you guys are [2:39:44] in the fitness industry Arnold was my hero is the reason I quit my job um and I've been able to you know grow a friendship with him which is been awesome um and we've had you know over a [2:39:52] thousand clients hit $100,000 a year using the sales framework I'm going to show you all right so like you can imagine that these people are not maybe [2:40:00] 2 hours, 40 minutes as good as you are you can imagine that somebody in that thousand is probably not as naturally talented right so the process works okay and we've got a lot [2:40:07] of people over seven figures now um but it wasn't that way right so this is me when I started my first gym I slept on the floor I had $5,000 total my rent was [2:40:16] $5,000 um and so I had one month that I had to learn how to make money and uh I built a funnel because I learned this from the internet and I was [2:40:23] actually I sent this picture to my dad because I was so excited I was so proud of this picture because I sold that many people in the first in the first two [2:40:30] weeks uh for free um and things started to grow right I my that was my one of my gyms I had nine employees I felt like a badass you [2:40:39] know my dad finally told me he thought I you know wasn't a schmuck for you know being an idiot and getting into fitness so I thought I felt like I was figuring things out and then all of a sudden [2:40:47] Facebook slap happened this is years ago and there's been many slaps Facebook just kind of kind of has its it its [ __ ] hand proverbially swinging back and forth but um you know we got slapped [2:40:56] and overnight my my lead cost went up 5x right and so my my money my moneymaking rain turned into a desert and the thing was my marketing was losing money every [2:41:04] day and all I could think about was letting my dad down and more realistically having my dad be right I'm gonna I'm gonna all right cool um and so [2:41:13] the question that I asked myself was like how can I afford to get more leads right and so I called on my friends up and he had a he was a brick and mortar gym owner and he told me that things [2:41:20] were going great for him and I was like what the hell dude what are you what are you doing he was like dude we just we just attached the phone to the funnel and I was like no [ __ ] he's like we're [2:41:28] selling expensive stuff on the front end now instead of selling trials I was like well that's cool I'll do that and so we went from losing two and a half two to one to making 10 to one return on the [2:41:36] front end right and what that meant for my business is I went from being able to break even at $10 a lead to being able to spend up A1 $100 a lead and still [2:41:44] make money which is crazy right and so then things started to grow again for me and then we you know open location after location and things grow and I met this [2:41:51] guy and uh I was I was I met I joined his Mastermind I was trying to I told him I wanted to create a nationwide gym gym chain and he said uh you should [2:41:59] teach other people how you do what you do and not grow that chain and I was like well you make more money than me so okay I'll listen and so then I started [2:42:07] making uh our doing our Marketing System Mike this is by the way at that guy's gym um did 191 signups in 19 days and that was the stack of contracts um some [2:42:16] of you guys may have seen this it was like the most run ad for like a year and a half um but we did I know $100,000 in in 19 days in sales like in the ghetto all [2:42:23] right so these are the three Frameworks sorry I sped through that because we already covered a little bit of my story early so I wanted to get through it um and these are the free Frameworks that I [2:42:31] kind of discovered um to scale High ticket all right and it'll take if you if you're if you're partnering some with someone then it'll help take their losing funnels and turn them into into [2:42:39] cash machines and I mean that genuinely all right so the free three Frameworks that I do is one is the closure framework all right these are the questions that get prospects to say yes [2:42:48] all right and so adding this to any kind of any funnel process is going to instantly make it more profitable all right and I'm going to walk through the questions that we ask and specifically [2:42:56] what only three things that you can say on a sales call period it's the number one mistake that all the sales guys that even my guys make and I have to remind them up all right the second thing is [2:43:04] the conviction framework so anyone who believes can outperform a seasoned sales rep by simply learning control their tone all right so some of you guys right now can I get a hand um I'm gonna [2:43:12] unshare my screen real quick can I get hands on the screen of who here is newer to this newer to high ticket sales okay [2:43:18] great great perfect then this is for you I'm going to show you how you can beat the best sales reps all right and this is how I never ever hire seasoned [2:43:27] closers just FYI no no mik we're goodna TR trading salese I don't um but I'm gonna show you how you [2:43:35] can beat seasoned prep seasoned Pros all right which if I can find my presentation there we go um by learning [2:43:43] control your tone and the last one is scaling so for all you guys who are over $100,000 a month and need to scale a team I'm going to show you how to duplicate the skill in other people all [2:43:52] right because it's one level of the skill is learning to sell another level of the skill is teaching to sell and it's a more valuable skill so if you can [2:44:00] 2 hours, 44 minutes duplicate your skill in someone else that is how you can make 10 times 100 times more money because it's no longer you're no longer constrained by your [2:44:08] time all right so let's rock and roll close your framework so after pouring over like hundreds of scripts like I mean it hundreds of scripts um I [2:44:17] realized that there was always like these minor in wording but if I hit these kind of main Milestones along the way I ended up closing the sale right [2:44:25] and the nice thing is that this process works for B Toc and B2B so I don't know what stuff you're selling but it works for both and it worked for $500 tickets [2:44:32] as much as $100,000 tickets the process is the same right and the way I teach my sales teams and now thousands of clients is This Acronym right and like even when [2:44:41] I'm thinking through sales calls we use we like closer C right l so the C is clarify why the person is on the phone with you right that's the the objective [2:44:49] why are you here why' you take the time to take the call what's the problem right what are we trying to solve here after that then we're like got it so [2:44:58] what I'm hearing is you're struggling with this does that sound about right I'm going to label you with a problem after that we overview their past pain [2:45:06] it's like okay so you have this problem I can't be the first person you've talked to about this tell me a little bit about what you've done so far to try to try and get past this right tell me [2:45:13] more about that how'd that work out for you okay understood after that it's like okay so hearing all these things this is why you're here this is what you're [2:45:21] trying to get this is what you've tried and hasn't worked okay well can I tell you about how I think we might be able to solve your problem this is where we sell the vacation right and then finally [2:45:30] or step before finally we explain away their concerned so this is where we tell them about the program and then we're like do you want to do it they say yes [2:45:37] or no if they say no then we explain away their concerns so they say yes and then once they say yes we reinforce the decision and this last R here is a point [2:45:46] that I added years later because we realize that the sale the sale just continues throughout the entire customer [2:45:53] relationship right and so for you guys if you're dealing with clients uh who you're selling for you have to also sell them on continuously selling right you [2:46:01] might have closed the card or closed the first payment but they're onboarding experience they got to close them again and then after that when they have their first week check-in call they got to get [2:46:10] closed again because we have to consistently sell them on why they should do anything why should they not just watch Netflix why should they why should they take action why should they have the discomfort of getting you know [2:46:19] smacked on the phone by a stranger right why should they why should they feel the The Sting of failure we have to sell them consistently to help them overcome [2:46:26] their pains right and so I'll show you each some of these more closely so clarifying why they're there right it's like what made you come in today what made you reach out what's your goal [2:46:34] right now why is that important to you right okay helping me understand what what you what are we doing here right this is one where someone in the beginning like you have to hit this [2:46:42] because if someone says like you I just wanted to find out more information you're like cool but why like what did you want the information to solve what was the like I'm sure you don't just go [2:46:51] around collecting information all day right like there's something you're trying to get out of this what's the problem and then and then you get what you need you're like got it okay so just [2:47:00] 2 hours, 47 minutes so I'm hearing you right it sounds like this is your goal correct then they acknowledge they have a problem this is important because they have to say it they have to own it I can't cure cancer [2:47:08] until you admit that you have it right we got to give it to you before we can cure it after that we overview the past right so it's like what have you tried so far to accomplish this how long did [2:47:17] you do it for how long long ago how did that work for you what else have you tried we call this the pain cycle right we consistently do this over and over [2:47:25] again until we've exhausted all options right at that point we have tons of ammo that we can use later in the clo which I'm sure you're aware of right and the big piece here is we explain how it's [2:47:33] not their fault because if they had this missing piece or two of the equation they were halfway there they were three4 the way there they were just missing this one piece which we're going to [2:47:41] provide for them right and the nice thing is is for most of you hopefully you're selling a a holistic solution right so for example I'm G to use a [2:47:49] fitness example because Mike's from from that background too if someone came in and said they tried workouts in the past I'm be like I'm not telling you don't that you don't need to workout it's [2:47:57] great but you also need the nutrition and the accountability right you need nutrition to make sure they stop eating [ __ ] because if you just start working out eating Donuts it's not going to work right of course now if I make you the [2:48:04] best plan in the world but you don't follow it's not going to work either that's why you need the accountability and that's what I'm here for and so from that point that's kind of how you can naturally transition so it's like I'm hearing these things this is what you're [2:48:13] missing well do you want to hear how the program works because I think we might be able to solve that for you they'll say yes all so what we've seen is that there's three things that make clients [2:48:21] successful right and at this point this is my belief is that three things has been you know unequivocal and most pitches is that I think it's human brain [2:48:28] is that you can't take more than three but typically it's like three pillars to the to the stool or three you know finish and accountability if I was [2:48:36] selling leads I'd want them to be you know timely uh you know qualified and you know uh exclusive right there'll be [2:48:44] three elements to make what makes a good lead right there's there's always three that you can usually find when you're selling a solution and most times not [2:48:52] most times every time if you're on the phone with the prospect you always have the upper hand because they have admitted at the beginning of this phone call that they have a problem they have [2:49:01] not solved it and so inherently they're going to be missing one of the keys they cannot have them all or they would not be on the phone so you have a you you you are in in an unlosable situation [2:49:10] unless you choose to lose it right unless you choose to lose the frame and so in this instance it has been my experience that we use stories short [2:49:18] short anecdotal stories to to to break the belief of the prospect around a topic what's important here is that we don't get into uh jargon right we don't [2:49:28] get into technobabble and talking about the program and the modules and the the things they're going to do because all [2:49:36] of that sounds like work and that's not what they're there for they're there for a result right and so instead I would [2:49:44] say something like with the Fitness Nutrition accountability like I said earlier so if I was trying to explain accountability be like listen you don't have accountability when you were a kid [2:49:52] you ever like have your parents tell you to brush your teeth they were like yeah like you know how you're like I don't want to I don't want to and they would tell you oh no you got to go brush your teeth and and you go and you brush your [2:49:59] teeth and you Sul back to bed and next night you do the same thing they tell you brush your teeth you go brush your teeth go back to bed but you're an adult now right you brush your teeth they're [2:50:07] like yeah and that's because you had external accountability that turned into an internal habit right and that's what we're going to do for you here right so [2:50:14] I didn't tell them about [ __ ] the coaching call that they're going to have and the post that they're going to have and the blah blah blah we told them as the result of that we gave them an [2:50:22] anecdotal story that made sense to them for that's probably a really key point I just want to drive home ear out when you have your pitch part it shouldn't be [2:50:29] longer than three minutes like tops because no one really gives a [ __ ] and at the end of the day the reason they're going to buy is going to be because of [2:50:37] how understood they feel so how much when you went through that overview of the pain you were able [2:50:44] to restate back to them accurately exactly how they felt felt and the struggles they are experiencing which is why you need to shut the [ __ ] up when [2:50:52] they're talking right and so there's only three things that are ever said on a sales call do you guys know what they are there's only three things that ever [2:51:00] 2 hours, 51 minutes come out of your mouth questions restatements and anecdotal stories which is the story that I just referenced the [2:51:08] three stories that you will use to break a belief that's it so this so that's how you sell them the vacation you have these little sound bites right I'll give [2:51:15] you another example so if I was doing um if I was doing food right I'm like listen uh three parts of the program [2:51:22] Fitness accountability so nutrition wise you've got to eat stuff that's going to make you lose weight can we agree on [2:51:29] that yes okay cool but the problem is you don't want to do that right that's where we're here right right okay so let me ask you a question when uh do you [2:51:38] feel like what's your favorite TV show they're going to be like uh whatever Game of Thrones you're like okay Game of Thrones do you feel like [2:51:46] you need to get like motivated to watch came through like man I was trying to watch it tonight but I just couldn't you know I just I just I got really busy and I just couldn't sit down on the couch [2:51:54] and turn the TV on I couldn't do it right of course not because you look forward to it because you wanted to do it and the key that we're going to do here is we're going to get you to look [2:52:02] forward to the foods that you're eating because if you look forward to it you don't need to be motivated because you do it on your own because you like it does that make sense right so what I [2:52:11] didn't talk about the macros and the carb cycling and the intermittent fasting and the calorie counting and the blah blah blah blah blah because the end [2:52:18] of the day that does not matter what they want is for them to solve the problem and have it be painfree right and that's what we're explaining to them [2:52:26] so that's selling the vacation right and this is a saying that I've used for a long time which is sell the vacation not the plane fright right and so this is what everyone else talks about they're [2:52:34] like sir for us to get you these results you're going to have to take your pants off you're goingon to have to jump through this Loop you're gonna have to go through the TSA the airport lines pack your suitcases take your shoes off [2:52:42] do the layovers connect your flights uh have a person farting next to you don't worry they don't have covid you'll have turbulence probably on the plane then as soon as you're out you think you're done [2:52:51] you still have to wait a baggage CLA they probably lost your bag right and in our world it's your modules your MPL your Macros your workouts your support team your URLs your domains your funnels [2:52:58] your targeting your ads and the other [ __ ] that doesn't matter right but instead what they want is you sell Maui Final Destination and you always sell [2:53:06] the same thing because the difference is only the level of service and how they want to get there right if you have multiple levels of service so do they want to swim to Maui to where they're [2:53:14] trying to go there's sharks and you could drown or get robbed right this chick crazy uh do they want to take a boat to Maui it'll take a little longer [2:53:23] but there's no shark attacks but there's still no Wi-Fi and you're kind of you know in the sun uh do you want to take a normal flight to Maui get there a little faster still smells bad has security bad [2:53:31] food but you're going to get there or do you want to take a private jet to Maui right direct non-stop champagne on the plane suitcase is packed when you arrive [2:53:38] right and so that's the selling piece e is explaining way they concerns and so these are the questions that sound like [2:53:45] um so there's I'm sure Mike has already taught you a lot of the uh the obstacle overcome Concepts right so fundamentally [2:53:53] there's there's three big ones right price and rather than teach you like the uh the the the drilling of the obstacles I told you there's two things you need to memorize one of them are the stories [2:54:01] the second are the obstacle overcomes all right because those are the things that you're in the Red Zone like that's not where you start thinking about what you're going to say all right so the two [2:54:10] things that you need to memorize as a salesperson are the stories about what you sell and the obstacles that you're going [2:54:16] to encounter when you're in the red zone the questions on the front end you need to know the Milestones you need to hit in order to move forward and this is one [2:54:24] of the big mistakes I'm sure Mike talks about a lot which is you need to sit in the pain if someone does not clarify why they need a solution you do not ask for [2:54:33] the sale if they're if we just say hey you know what what brought you to here today I just want to find out more information Okay cool so you know let me [2:54:41] tell you about the program like that's not we didn't get the [ __ ] like we don't know why they're there we don't know what their goals are like one of the things drives me nuts about my team sometimes is I'm like dude we're eight [2:54:49] minutes in the conversation I was like I don't know how many clients they have I don't know what their revenue is I don't know what their profit is I don't know what their biggest pain and struggle was right now I'm like what are you doing [2:54:57] I'm like you just told them they're like oh Jim is $100 million doll company I'm like they don't give a [ __ ] but they do my sales guys because they get their OS [2:55:05] puffed up right but it has nothing to do with the prospect they do not care right they only care about them so right that's right yeah that's the issue right [2:55:14] everyone talks way too much about the product and so when you're training sales people you don't train them on the product you train them on the [2:55:24] prospect the product doesn't matter I mean it matters obviously from like how you're going to make money because you have to do a good job because I'm going to get that in the second point but in [2:55:32] terms of when you are selling and training someone if you guys know someone or know a specific Niche really well then you will know their pains and [2:55:41] if you have a new salesperson you hear them say [ __ ] and you're like that's not what he thinks what is's he doing he might know the product perfectly but he just said that the guy's problem was not [2:55:49] the problem and so then it doesn't matter what the product is because he doesn't feel like it's for him even though it's totally for him but you just misarticulated the problem that's where [2:55:57] the clarity has to happen if you nail that the rest of the pitch is easy all right and so the key here is relying on past agreements that have already been [2:56:06] made so this person with their partner with their spouse with their B you know whatever has that person knows that there's a problem and they also don't [2:56:15] approve of that problem and so why would they be in any way against remedying a problem that they already don't approve of right and then finally we always tack [2:56:23] on sometimes it's better ask for forgiveness than permission right ha depends on the ticket sale right but you can get those in right and then obviously last last case here is you [2:56:32] just do a delayed close and say let's get your car down we can put it down payment we can pay the rest on Friday and if between now and then you know your partner comes back and says no man [2:56:40] I want to be poor I want to keep struggling and like I want to never make money and like continue to do this for the rest of our lives then I'll absolutely tear up the contract don't [2:56:47] worry about it right finally you've got stalls right I need to think about it so these are [2:56:55] because people don't people are afraid of making mistakes right people are afraid of making mistakes and because of [2:57:02] that they don't like making decisions because it's easier to let life make the decision for you and so they like doing it that way because then they feel like [2:57:10] it's not their fault right and so I mean a great obstacle over for this is what's your main concern which is usually my number one thing I go to when someone's [2:57:18] like I need to think about it it's like totally what's your main concern right let's think about it together right and so fundamentally these are the things that they need to know do you feel like [2:57:27] what we're doing can meet your needs and solve the problem yes or no yes do you want to work with us as a company do you like our values do you like what we [2:57:35] stand for do you believe what we believe about the world yes do you have access to funds or know someone who does yes well then let's rock and roll because [2:57:44] those are the only things we know to me the B decision right do you like the product do you like us and do you have the money to do it that's it simple as [2:57:52] that right and so when we walk through those if you encounter these situations obviously there's you know if you're going to do it now sooner or later you might as well like there's plenty of [2:58:00] 2 hours, 58 minutes things to say but I think it's more important to understand the theory behind why someone has this objection right they have an objection around price because they don't see the value [2:58:09] because you didn't articulate it they have an objection around decision maker usually because you [ __ ] something up earlier in the sale but at this point you're in the red zone so you got to deal with it so you rely on pasted [2:58:17] agreements if they come with a stall then you help them confront a decision and make a logical choice and teach them how to make a decision that in that [2:58:25] moment you say what are you most afraid of happening I'm afraid of you just you're afraid of me taking the money right just taking your money and you [2:58:32] getting nothing right again well let me tell you how that's not going to happen right you can bring their concerns all right and then finally they say yes and you're like awesome and this is where if [2:58:40] you're selling for someone else get them to send a personalized video like hey Johnny saw you just signed up with us today super pumped to have you uh you're going to be meeting with Heather [2:58:48] tomorrow she's going to get you kicked off um you should in the mail get a special gift so keep lookout for that and then uh you know send a handwritten card if someone just bought a really [2:58:56] expensive thing people are making their decision about whether they believe in you as a company within the first 48 hours after the sale they make a [2:59:04] decision of whether or not they're going to be with you in the long term and how they are treated in the first 48 hours after they give you money so it's critical and it's usually in that point [2:59:13] that people [ __ ] up and just ignore them framework two and you know Mike I can stop I'll just do framework two and then we can do the Q&A because if I don't [2:59:20] have time to scale the sales teams I can hit on the points later um so this is a big one for everyone who is who's newer to sales all right if you [2:59:29] believe you can outperform to season sales rep by learning control your tone all right and so I reworked all of our scripts into the closer framework and [2:59:37] the thing is is immediately some people were crushing it right While others were still not selling [ __ ] and I was like what the [ __ ] right and so I talked to my friends and they were like dude you [2:59:45] should read this book by Jordan buffer and the big biggest thing that I got from the book was just he was very specific about tonality and that was a [2:59:52] big shift for me in just learning to teach how to ask the question not just asking the question right and [3:00:01] so in the book he talks about having the same issue that I had with scaling sales it's like I give the script to two guys some guy crushes some guy doesn't I'm like what the [ __ ] right and the thing [3:00:09] is there's a hidden dialogue that the sales team does not know that they are talking in right and so the words are not going to be enough all right they're [3:00:18] just literally 10% so the words that you have it might be the most tested script in the world it's still only 10% 90% is [3:00:25] how you say the words right because how you say what you say is tonality like right now I could give everyone here you [3:00:33] know Jerry Seinfeld standup script you could read it it wouldn't be funny right because it's not just that you had the script it's how you deliver it right and [3:00:42] that takes time to develop right and that's kind of unconscious Mastery and so there's two ways to do this all right that I have found you can either trick [3:00:49] yourself into it or you can train yourself to do it all right and since we don't have enough time to uh to train on [3:00:57] the influence of tonalities here's the trick that I teach all right conviction will correct your tone conviction made real so um let me [3:01:06] tell you this story so I was I was brought in to do a day of Consulting for this mortgage leads company to train their sales team and the first half of [3:01:14] the day I reworked the whole script I put the closure framework made it a question based um sale and then I came in and they were expecting me to like rain you know fire and brimstone on [3:01:23] these guys and so I sat down I was like who's the guy having the most trouble it was this guy John so I was like John and they were still on the leads I was like [3:01:30] John how good are the leads he was like well you know and I was like we're good thanks and I was like let me show you [3:01:38] how you would answer it if you actually believed that the leads were good I was like you say like dude these leads are [ __ ] unbelievable right now I'm studying for my real estate exam so I [3:01:45] can get in on these leads my aunt is real her and she has more business she can handle and I'm sending her traffic I'm trying to get my my my brother to do it with me I'm not sure how long I'm in [3:01:54] a worker because these leads are killing it for us right if you believe in the product you [3:02:01] don't need to have all the sales skills you'll do it the right way because you'll actually want to help the person so that's why the most important part of [3:02:09] the sale is the product Because unless you're a malicious person like most people here was everyone here have some level of ethics [3:02:17] on some level like no near just wants to like take someone's last dollar right so then the only way to sell hard because if you're going to close you got to sell [3:02:25] hard the only way to sell hard is to believe through and through balls to bones when you look at yourself in the mirror at night this is what I talked about when Mike said at the very beginning like what happens when people [3:02:34] start hating on you the only way that I've been able to stay where we're at in the gym industry Mike knows the amount of hate that I get right the only way we've been able to do that is that I [3:02:42] read the testimonials the thousand of them that I have of Jim who have gone to six figures of the hundred gyms we've taken to seven [3:02:51] figures right like I know beyond a shadow of a doubt that our product works I also know that if you sign up for a [3:02:58] gym not everyone loses weight and I'm willing to deal with that I I'm willing to give everyone the opportunity to change their life so here's the tactics [3:03:07] around this reread testimonials out loud daily in front of your sales team all right and if the business that you're working for doesn't have testimonials [3:03:15] find another business all right I'm serious you're not going to be able to close unless you're like literally unless you're unethical you're not going to be able to close so go find something [3:03:23] that is a good product because there's plenty of them out there all right find a good product that you believe in you just see tons of testimonials and then [3:03:30] read those every day in front of the team all right second well this is for the business owners but fix everything you possibly can about the product all [3:03:37] right and never blame a customer for lack of success so as much as there are people who have not been successful who've used gym launch I still take the [3:03:47] fact that they were not successful and I think what could I have done that would have made the next person like them successful and you plug the hole right if you do that over and over and over [3:03:55] and over again you know truly at the end of the day when you look at yourself in the mirror when no one else is watching whether or not you truly put the effort [3:04:03] forth that merits the price that you are charging right and only you can know that and the thing is is like the reason salese get beat up is because they don't [3:04:11] put the work in and then it grates on their soul and then eventually they burn out they burn out not because they can't handle no but because they can't handle how they feel about [3:04:20] themselves right and so you have to put the work in to have the conviction because that's what's going to get you through it if you've ever met someone [3:04:28] who's a born again Christian all right they are convicted they do not care how many people tell them to shove it [3:04:35] because they are trying to save people's Souls it's real like if you let that hit you it's real you know what I mean and [3:04:44] if you can be a disciple of whatever the product you have an evangelist in the truest terms then all the scripting [3:04:51] stuff it won't matter why are some of the best sales people clients who had success because they believe in it that's it and the most convicted person [3:04:59] will always win the fight right they'll always lead the dance because they have conviction in their skepticism you have conviction in your product and one of [3:05:08] you is going to win out right and it's the question is whose belief is stronger because belief isn't binary it's not do I believe or do I not believe it's how [3:05:15] much do I believe to what extent do I believe would I bet $1,000 on this product would I bet $10,000 on this product would I sell my mother this [3:05:23] product think about it if you would sell your mother this product how convicted are you probably very and you will have no [3:05:32] problem closing deals and notice that I have a lower tone right now so that you listen to the words that I'm saying so you think that they're important in terms of uh the training [3:05:41] schedule 60 minutes a day 5 days a week my guys do world class sales training they text me in the morning before they wake up they text me once they're done [3:05:48] uh they do the first 25 minutes they read the script out loud five minutes they drill obstacles I need to think about it I need to talk to my partner um [3:05:56] this is expensive and then they talk they they drill the second half right as a closer you got to talk you got to listen you got to train both skills right the talking is the tone and saying [3:06:04] the words the right way in the right sequence without having to think about it the listening is going over recording and figure out what went right what went wrong and what we're going to do next [3:06:12] time and saying it drilling it as a team marking it and moving to the next one that's the short answer we 10x the [3:06:20] recurring Revenue in one of my portfolio companies by using what we call the diagnostic sale there are seven steps that you can use to follow the script [3:06:27] and apply it to your business enjoy I cross $100 million in net worth by age 32 I sold my first big company for 46.2 million and the reason we're able to do [3:06:36] that is because we know how to grow companies and so now I buy companies at a lower price I grow them and then we sell them and so I want to talk to you [3:06:44] about one of the companies we just bought uh we bought them a year and a half ago I think or a year ago uh they had 14 locations so it was a chain of [3:06:53] brick and mortar and since then we've gone from 14 to 32 locations and the reason we're able to do that is because we focused on the sales process and [3:07:01] through a process that I want to walk you through something that I call the diagnostic sale we're able to 10x the recurring revenue of the business across all the locations so before we get into [3:07:10] the nitty-gritty of the story let me just walk you through the steps in the diagnostic process first is we like to have some sort of pre-sale questionnaire which the purpose of that is to get get more information that arms the [3:07:18] salesperson so they know who they're talking to what their pains are but from the sales perspective for them they also increase their awareness of the problem [3:07:26] second is we get their information in their credit card which is key and I'll explain why it later uh third is we want to understand what their current situation is where are you at today then [3:07:33] we have your desired state so where would you like to be at and then what's the obstacle why aren't you there and then finally once we have these big [3:07:40] three we present the desired State and our vehicle to overcome the obstacle and we tie our price to the way we're going to get them there and then finally we [3:07:49] give them an incentive to prepay so here's the five steps that we follow to actually get this done so number one is that we secret shopped the business so we actually [3:07:57] looked into it we went there by the way you should secret shop your own business highly recommend doing it you'll be horrified by what you hear your sales guys say you're like I thought we had a [3:08:05] script what are you even doing number two is from there this is basically information gathering we figure out what the constraint is okay where do we think there's big opportunities in the [3:08:13] business now you should think about yourself as your own business consultant if you could buy your business today and look at your business what would be the no duh thing that you would do now for [3:08:21] this particular business we thought that they had an offer constraint which really came down to packaging we had offer slash packaging because [3:08:29] fundamentally we're not going to change the core of the business we're not going to all of a sudden start selling soap when you sell HVAC like that's not going [3:08:37] to happen right so the core of the business can remain unchanged it's how we're going to package the services we deliver or that the services we sell to [3:08:45] a customer how are we're goingon to get them to perceive what we're selling we gathered the data we figured out the constraint was that they should get way more re-bookings which I thought was an offer and packaging issue which is we [3:08:54] need to sell the solutions sell the goal and so number four is okay if we assume that we're going to make this new transition to this new new offer new [3:09:01] packaging we have to anticipate so you we call it killing zombies uh which is one way of putting it you anticipate the obstacles or objections that people are [3:09:09] going to throw at you ahead of time write this in neon marker above your sales team which is it's way harder to get someone to buy buy after you [3:09:18] presented the price because now they're like he's trying to sell me so we have to counter that before we become salespeople in their mind we are a [3:09:26] trusted expert ideally if we're positioned well and you should be that way if you know what you're talking about and I like to use the frame of childlike curiosity I always tilt my [3:09:34] head I probably even did it subconsciously just now you tilt your head when you ask the question because it's non-threatening you're like huh that's weird what changed between then [3:09:42] and now just so I understand then they can tell you rather than be like you said that your husband said supports you you can't say that now you have to buy [3:09:50] doesn't work that way if you win the argument in a sale you lose the sale the only way that you win the sale is being willing to lose being right and so the [3:09:58] fifth step and this is the ongoing step is that you implement the diagnostic sales process so it's implementation so now that I just outlined the five steps [3:10:05] let me deep dive into the implementation into the actual business and how it did this with this particular business when we bought them I spent 4 hours with our [3:10:13] director of sales and we outlined the new sales process we wanted to implement and as soon as we implemented that sales [3:10:20] process we 4X LTV progression meaning how much people paid us it went from 200 [3:10:27] to 800 so really big jump and we the crazy thing about this is that we didn't change what we delivered we only changed [3:10:34] how we presented it and so this is the key of how we create value how we scale companies how we grow companies and many [3:10:42] companies keep these things as Secrets uh as their special sauce and I just fundamentally believe that that the more we put out the more we get back and so [3:10:49] that's why I operate this way all right so I will hold nothing back and this is something I call the diagnostic sales process now to be very clear the [3:10:57] diagnostic sales process is one of two different sales or maybe three different sales processes big picture that you can have in a business one is a [3:11:04] transactional sale all the way on this extreme so on one side you've got [3:11:11] transactional sales and on this side you've got Enterprise sales which is like uh relational sales like if you think [3:11:19] about like you're selling some big Fortune 500 company you have to get stakeholders involved get budget approval there's all that stuff and on transactional side you've got like High [3:11:27] Velocity sales we're talking 20 30 minute sales a guy who stands in of the car wash sells Car Wash somebody sells gym memberships transactional and then you've kind of got like this Middle [3:11:36] where you might sell something that's a little bit higher ticket but it's a little bit more custom all right now what we did was I took their sale from [3:11:43] here a purely transactional sale and moved it towards custom all right now in a transactional sale you typically fit the customer to the [3:11:52] product and so let's say that I sell pens all right so I sell pens if somebody comes in I'm going to basically [3:12:00] 3 hours, 12 minutes spend all my effort listening to what they say they want and then telling them how this pen fits their needs or I have to basically say your needs are wrong [3:12:08] let me educate you more and this actually solves all your problems right and so those are pretty much the only two approaches you can take in a transactional sale now the advantages of [3:12:17] having this type of sale is that it's really fast uh they tend to be lower ticket in general uh and from an operational perspective in the business [3:12:25] you don't need to personalize anything and so you get the sales team and the sales process to basically Orient everyone like a funnel down to one [3:12:32] solution and then you just make a ton of these Solutions and you get lots of efficiencies because you only have to produce one thing this the custom sale [3:12:40] is a harder sale sry easier sale to do but harder on the operational side and so the magic happens when you can [3:12:47] actually Bridge the product component of transactional which you say okay we only sell these types of widgets this is the [3:12:56] only thing we deliver but I can do it in a way that feels custom feels personalized all right so I'm going to give you two examples and [3:13:04] I'll explain this one in a second this chart that I have here which if you could take your recurring revenue from that to that just by changing how you sell if you'd want to do that hang tight [3:13:12] we're going to break that the process so if I had cuz I did this in the gym in the gym world too which is part of why [3:13:20] our gyms make more money so a traditional sale look something like this someone comes in so this is [3:13:27] traditional and you say we have a membership that's you know whatever $99 per month all right that's your membership and you say our membership [3:13:35] has this this this and this and you want that right because it's going to help you accomplish all your dreams okay [3:13:43] sometimes you get people sometimes you don't what I do we do something called a diagnostic and so the first thing is [3:13:52] that when the person walks in the door we get them to fill out a pre-sale questionnaire and so that's like an [3:13:59] application in a digital process but an inperson process it follows the same logic which by the way internet businesses follow local businesses local businesses can also model internet [3:14:08] businesses when you find out something works in one place which I think has been one of the big advantage of I've had in business is I try and put it in a completely different place and it often works too if you understand the concept [3:14:16] and so we fill out a pre-sale questionnaire now the pre-sale questionnaire simply walks them through all the reasons they walked in today and it ask them the same question in [3:14:23] multiple different ways so it's like hey like what brought you in today what's the current problem you're dealing with how long you've been dealing with it if [3:14:30] you had to quantify how much this has cost you financially what would it be uh if it continued for 5 years how much worse would the situation be and so the [3:14:39] whole point is we're trying to agitate tame we're trying to bring attention to this problem and Elevate its importance so that's what the pre-sale questionnaire does now [3:14:48] the second thing is we get info and this is very key so when someone comes in after that we say hey I want to I want to set up your account profile and so when you do that you collect their [3:14:56] information and this is the key part you get their credit card now you're like wait a second I'm getting a credit card but I haven't sold anything exactly and [3:15:04] you do that so that when you do sell something later you don't have to ask for it now you get the pre-sale they're like wow I really do need this thing you [3:15:12] say hey let me complete your customer profile just standard procedure no big deal all right then you get their info now if they're like well I don't want to give you my credit card you're just like it's just how the system works it's how [3:15:20] we complete profiles and then they'll give it to you all right so from there this is the this [3:15:28] is where the special the special magic that's unique to each individual business happens so in the weight loss business I want to understand where [3:15:35] their goal at so we say what's current and then four what's [3:15:44] desired where are you now where would you like to be and then this one you ask them say what's the [3:15:53] obstacle what's in between these two things is the obstacle right current I've got an obstacle getting in the way of my desired that's all we're asking in [3:16:01] the process now in weight loss and in most businesses the thing the person thinks is in the way is often not the [3:16:08] real thing in the way and that's because they've never had this conversation before they clearly haven't solved the solution and that's why they're coming to you and so you want to just get their [3:16:16] word words more so so that you can explain it back to them using the language they gave you all right and so in the weight loss world for example [3:16:25] instead of selling a membership I would say okay well it sounds like you need these three things Fitness distri accountability Fitness wise you need to work out X days a week nutrition-wise [3:16:33] you need to eat this food at this time and we can help you meal prep the stuff so you got when you go to restaurants you can still stick on it and you need accountability because if you don't if [3:16:42] you do if if I give you the best fitness plan and the best nutrition plan but you don't show up doesn't matter right account is what makes the whole thing work great finished nutrition [3:16:49] accountability easy three-step framework fantastic now this is where it becomes diagnostic now most [3:16:56] customers and this is why this is where the magic happens is that even if you still deliver the same thing so fundamentally when I switch the [3:17:04] sales process the gyms remain the same they still have workouts they still have nutrition help they still have accountability nothing changed but how we presented changes and so rather than [3:17:12] saying hey I'm going to sell a four-week thing or a six week thing I say hey you're currently 200 lb Okay now what's your [3:17:21] high school weight she says I want to I want to get to 140 you say okay cool you want to get to 140 this is your desired okay so you have a 60 pound difference [3:17:30] now what we found is that we don't want people to lose more than pound and a half to two pounds a week all right so let's just be conservative and call it one and a half so then I take out my [3:17:39] calculator and I say what's one and a half time 60 which would be other way around it' be 60 divid by 1 and a half [3:17:45] which is 45 okay so 45 weeks is how [3:17:53] long it's going to take us to take you from 200 to 140 so you lose a pound and a half a week it's going to take 45 weeks and so [3:18:01] six present price in relation to [3:18:09] goal so you say awesome so we currently charge 99 bucks a week we can get you there in 45 weeks which means it's [3:18:18] $500 and that means and for us I added a a guarantee on the back end which which said hey if you show up to the workouts for the next 45 weeks and you log your [3:18:25] food and you don't lose the weight I'll keep working with you for free until you do so that means this is the translation this is the key part in the script so that means when you pay this $4,500 it [3:18:34] means that you can count that weight for good you can put it out of your mind you pay me this money we're going to get there one way or another As Long as You Follow the steps you're going to follow [3:18:41] the steps right great and so here you're trying to sell 99 bucks a month or or whatever this would be 99 bucks a week [3:18:49] if if I was doing equivalent pricing all right so this would be like a semi-private program but by positioning it this way [3:18:56] I'm not selling a membership anymore I'm selling exactly what they want and putting a price tag on it and saying you want to get to 140 it's going to take this long and I'll guarantee that you [3:19:05] that you'll get there provided you follow these steps and then they say wow that's awesome you say well if you [3:19:15] want I can can save you a little bit of money you want to save a little bit of money and they're like yeah I want to save a little bit of money well if you prepay you can save 10% a [3:19:24] day so I can save you 450 bucks you want to do that that's what most people do great you want to you want to use the [3:19:30] card you have in file done so that's that's the process [3:19:37] now I took this process and applied it to a completely different service business that we own that's a chain that [3:19:44] this is a little bit more Medical but the concept still applied which is and this is the key part is you have to figure out for whatever it is that you [3:19:52] sell what the current is versus what the desired is so if I were uh a painter all [3:20:00] 3 hours, 20 minutes right and I was painting houses sounds crazy right say hey so you currently have this thing you want a completely [3:20:08] painted house and so the like now for them this is like more us do it for you rather than uh self-service like I'm [3:20:15] going to have to like they you're not painting your house and them helping you so they're actually going to paint the house so then we just try and think how [3:20:22] can we how can we how can we sell to goal and break it into a price that we tie to that and so it' be like okay so [3:20:30] we're going to need four coats of paint and inste to take this period of time and then at that point your your whole house is going to be weatherproofed and so that means that when you pay this [3:20:37] price that's what you're going to get by this state and if we don't get it done by that date I'm going to give you this and that way we can relieve their [3:20:45] risk that it's not going to happen happen and we tie the purchase to the outcome so this particular business when I bought it or bought into it [3:20:54] um it was a business that they had really good lead gen and they have a good product but they didn't have good [3:21:01] packaging and I saw the opportunity because I knew that if I installed my sales process into their business I [3:21:09] could make it make a lot more money and so if you have the opportunity to like 4X a business without opening new locations you do that and so that's more [3:21:17] or less what we did so I actually wrote down the new sales process took me four hours so I wrote down the new sales process and then I presented to the management team and they were like wow [3:21:26] this is the most valuable thing we've ever had happen to our business and I said great so let me know when you do it across all the locations and let's keep buying and opening new ones and so 18 [3:21:34] months later we have 32 locations and the recurring Revenue in that time period has gone up and the average revenue per customer went from [3:21:44] $200 to $800 from this one process and that was because before this they were selling one-off transactions they were saying [3:21:53] hey we'll do this service for you so think of it like botox or we're going to do filler or we're going to do something this one time and so rather than just [3:22:01] say sure give us a call when you want it again which is pretty much what the process was before this I say hey you want to look a certain way you're not [3:22:09] here because you want filler you're here because you want to look a certain way so if I show this chart to you of faces and filler densities [3:22:17] where where do you see yourself on here currently now you let them self-identify you can't be like look vix you're ugly can't say that so you got to say where [3:22:25] are you on this chart and then they say this now in the weight loss sale I got them to step on the scale the scale called you fat not me all right so maybe just point to the third party not me so [3:22:34] so so you get them to pick how ugly they are all right and then you say how pretty do you want to be now everyone's going to say I want to be super pretty but here's the beautiful thing when they [3:22:42] pick how pretty they want to be they're the one who set the goal and that means The price came from them and you know where I picked this up was yogurt stores [3:22:51] so one of the things I thought was genius about like Yogurt Land and things like that was if if you go to a store and then they fill up your stuff behind the counter and then they say hey it's [3:22:59] eight bucks you're like man what the hell this place is so expensive but if they give you the cup and you fill it up and you put it on the scale you're like [3:23:07] man I'm a fat ass same pricing but because I had control over what I picked I'm the one who's responsible for the [3:23:14] decision and so by saying where are you on this chart and again this is where the magic happens I say current desired that's where the thinking behind how I'm [3:23:23] going to structure a sale is where like that's where the that's where the experience that's where the expertise that's where it comes in this is the process and hopefully you guys can take [3:23:31] this for your business and think like okay what's current what do they really want they're not buying lip filler they're not buying a painted house [3:23:38] they're buying an image in their mind of what they want that house to signify or what it means to them and this lady is not buying filler she's trying to buy a certain look she wants people to think [3:23:47] about her a certain way that she want when people walk when she walks in the room she wants guys to turn their heads though cuz she's probably getting a little older they're not turning their heads as much and she still misses that [3:23:55] and she pay anything to get that so say you're ugly now how pretty do you want to be we say cool so for us to get you from here to here it's going to take us [3:24:03] 45 weeks it's going to take us Botox filler and you know plastic surgery whatever we're going to have to hit you with a pretty shovel and bring you back [3:24:11] to life all right we're going to have to do this and it's going to take this many weeks for us to reverse this level of Aging or at least take these cow feed out or whatever it is and so we tie [3:24:19] where you're at to where you want to go and then our solution is only the vehicle that delivers this outcome and so that is the moment that you present [3:24:27] the price because they picked where they were where they want to go and then you as the expert explain the path to getting there so they pick the before [3:24:34] and after and you just use your expertise of this is what we found best to get people to hear Who start where you're at and so we found out that this [3:24:42] opportunity existed within this particular business because I had my sales director your secret shop them so mind you this is Brick and mor chain we have a lot of locations so we could [3:24:50] sneak our way in it's harder if you have like a you know four sales guys who do all the sales they'll just tell the owner right so we wanted a secret shop before we actually completed the [3:24:57] investment and so uh when he went in he was I asked him so I went through this checklist I was like okay so did they give you some sort of pre-sale question [3:25:04] he was like no I was like okay great I like did you did they ask you for your credit card or did they ask you for your information or anything before you got the service and he was like No And I was [3:25:13] like fantastic what else what else El did they do it's like did they have you set you know pick uh where you're at and where what your goal is he said yeah [3:25:21] they did have me uh pick where I was at but not where I wanted to go so they just had him pick okay how ugly are you and he's like okay now again not [3:25:29] completely flawed I want to be really clear here like this is a at 14 locations they're not they're not idiots they had the pain we agitated the pain they said listen this is how ugly you [3:25:37] are on this scale that we invented and you're here you're a seven ugly great so he checked this but he didn't get to say [3:25:44] where he wanted to be so then from there he just went right into the service and then when he came out he just gave them [3:25:51] the card to pay for the service and that was it and he just walked out the door and I was like wait so they didn't they didn't actually like ask you to buy a [3:26:00] 3 hours, 26 minutes package or get into some membership or anything and he's like well they tried to upsell me this one product at one point but this was the price point and the price point was like 20 bucks or [3:26:09] something and I knew what the average customer's worth which was like 200 at the time I was like that's like by the way if you're going to do upsell you [3:26:16] want the price point to usually be usually be five times more than the current price because if you get 20% of people so customers are fractal so we're [3:26:24] going to go into a little side quest here but it'll be worth it for you since we're talking about sales so you've heard of 8020 right so [3:26:32] You' got a 100 people right the top 20% you've got the 80 underneath right these are the people 8020 have [3:26:41] five times the spending power of these people and so because of that if you get 20% of people to buy something that's five times as expensive so let's say my [3:26:49] current thing is $11,000 if I'm going to have an upsell I want my upsell to be $5,000 because if 20% take it then it's [3:26:58] 20% time 5,000 which means I add $1,000 to my average ticket so I go from $2,000 [3:27:04] or sry $1,000 per customer to $2,000 per customer and so when I heard that their [3:27:13] upso was 10% it'd be like having a up be like my upsell is 100 bucks okay fine maybe 20% take that so I I go from a [3:27:22] th000 to 1,020 who cares like what's like why bother right and fundamentally again [3:27:30] smart business owners and they were upselling product which means there's no real delivery in a brick and mor service business so they could just hand the product make the money and I think they [3:27:38] were using it more for commissions for their staff to increase the average pay which a different objective entirely and totally fine but I was only looking at [3:27:45] this from how do I take customers who are worth $200 and make them my goal is to get them worth a th000 currently it's $800 I'm going to keep getting there until we get to 1,000 but I think that [3:27:54] we can get it to a th and so we secret shop them number one which by the way if you have a team [3:28:03] of people who are currently selling your stuff secret shop them and then be horrified by what you listen to on the phone or what you see in person because [3:28:12] you have this beautiful idea of what you think your sales process is and it's a night nightmare it's an absolute nightmare if they remember half of it [3:28:19] you'll be stoked and so if you run in an environment especially in a in a lower wage environment so if you're brick and mortar you have a chain of of locations and you have to take low skill labor and [3:28:27] teach them a sales process you've like the the expertise in sales comes down to how easy and simple you can make the [3:28:36] process and so that comes down to like can I automate parts of the p uh the point of sale so that they can't move forward without doing this checkbox [3:28:44] right and by doing this checkbox they have to ask the question so it forces script adherence now training sales not into this video but you want to [3:28:52] basically repeat the process over and over and over until they're sick of it until they say like yes Mom would you like to have do you have your credit you want to use the credit card on on file [3:29:00] 3 hours, 29 minutes like until they're saying it like they could they can breathe it they can think they can say without thinking about it that's when you've maybe just started to [3:29:07] have a a team that's that's well trained now that we finished these seven uh pieces of the diagnostic I want to add one more bonus because you're like wait a second so where's the where's the [3:29:15] recurring Revenue great observation Andrew okay so so number eight is transition to recurring all right I [3:29:24] remember this I'll give you two separate stories that'll drive this home so A friend of mine has a a recurring membership that he sells and he sells it [3:29:32] at uh I think he was sell at 300 bucks a month and he couldn't get people stick past three months and so he tried all these different gimmicks and things and he just couldn't crack three months of [3:29:40] LTV now that could have been a pricing issue whatever so this is what he did he stops selling it at $300 a month month to month and started selling as a [3:29:49] $10,000 program with 36 Monon of Interest refinancing and so when people bought they were buying a $10,000 price point [3:29:57] but they got an amazing payment plan and so he didn't change anything about what he sold but that took his average [3:30:04] customer from 3 months to eight months so we're talking about a $900 so three times 300 to 8 * 300 2,400 that kind of [3:30:12] change in a business life-changing in terms of how much money you can make the second one was I had a different friend who had a continuity program uh he was [3:30:19] an uh agency and what he did was he realized he had churn in his business and so he said you know people are way less likely to turn out of a payment [3:30:27] plan same as the other one than they are out of a monthly recurring Revenue strain and so what you call it to the customer can affect the likelihood that [3:30:35] they pay but as far as the business is concerned you just want payments that are regular and all you do to take a [3:30:42] program and take it from from a payment plan to to recurring in terms of what how it actually looks and feels is you just put an automatic recurring at the [3:30:50] end of the program and so when someone buys this big thing and you make a payment plan and then it recurs into the exact same price as the payment plan you [3:30:58] just move the pieces around but the likely they stick is way higher and so that's exactly what we did as the last step in the diagnostic sales process and [3:31:05] I wanted to highlight this point for you because I've done it in every business and so we give someone the option to prepay you can give if you want a little [3:31:12] bit more aggressive you get 20% off if they prepaid today if you want to have one step down below that which is what I like to do you give them 10% off if they [3:31:20] do half down and then make the rest his payments and if they still can't do that then I take the whole thing and I spread it over let's say our 45 weeks and so [3:31:29] I'd say okay it's 99 bucks a week 99 a week and there you go now they go from 99 a week to 80 bucks a week if they [3:31:37] prepay the whole thing and they go from 99 bucks a week to 90 a week if they prepay half and here's the key part is [3:31:46] that when we present the price you present it at the highest rate so you present it at the payment plan let me walk I'll walk you through this CU I think it's important well I'm going to [3:31:54] put it here and so I don't have to flip screens for you all right so you have your full boat I'll say full interest [3:32:02] price so for us in our example is 4500 bucks all right 45 weeks time 99 roughly all right so this is our full boat price [3:32:10] we have our prepayment discount in full which is- % all right so for us it's going to be [3:32:19] minus what is that 900 yeah 900 from there so that's 5600 sorry other way uh 3600 [3:32:26] 3600 if they do half down you say I'll let you save uh 450 [3:32:34] bucks so 10% so 40 five Z all right so this is 10% minus 10% that's- 20% now the reason [3:32:42] this is so important is think about the alternative think about and this is what most people do so listen to me Andrew most people do this they present the [3:32:50] price is $3,600 and then they say oh well we have payment plans that we have interest on and so we do we do have 10% interest if [3:32:58] you can put half down and we have 20% interest if you put uh nothing down and you just go onto a straight payment plan [3:33:06] well which one would you rather buy if on one hand you have a $4,500 price tank which anchors you high and you say or you can get a benefit for prepaying [3:33:14] today rather than you think about 3600 you're considering it and then they say oh it's even more even though you're just considering this Peg guess what you [3:33:22] have to pay way more now be because you can't afford it you have to pay more Banks do it all the time and guess what everyone hates Banks so if banks [3:33:31] want to fix their process Mr Bank maybe this will work who knows anyway point is is that this is how you present the price because you get the benefit of a price anchor and you get to be the good [3:33:39] guy for getting them to pay upfront rather than the bad guy for them not being able to so we're going to we're going to go through step eight in uh in [3:33:47] the more transition uh process for the sale and so I want to just walk you through step downs and so this is super important to [3:33:55] understand from a sales perspective so we'll call this sales step downs and uh this is by the way a preview for my next book coming [3:34:03] out $100 million yeah anyways so so sales step Downs is one of the things that we have so obviously the first thing we're going to present is a prepayment all right [3:34:11] which is painful today prepay yay by the way you've probably noticed from any of my content I don't say paidon fools and that's because that's a that's a [3:34:20] Salesman term not a customer benefit if you prepaid you get a benefit whereas paidon full is like I got all the cash [3:34:26] to front good for me and so I have trained myself because I used to say paidon fools pipis P you know whatevers pifs like all of that stuff I used to do [3:34:34] as a sales team sales leader and then I also heard my team saying that to customers like hey if you want to pay in full today like it's just like kind of [3:34:41] gross and so I prefer to say like hey we have a prepayment discount and so training that just little Pro tip for you so number one is prepay number two [3:34:50] is we do discount uh with partial so this is the half down [3:34:59] oops half down here you can also do in-house well this is whatever sorry this is credit card or third [3:35:08] party so if you have like most most businesses that sell legitimate Services have third-party financing solution that [3:35:16] already exist and so I promise you there is a banker somewhere who started a business to service this Emerging Market of whatever it is that you do who says [3:35:24] I'll bet you I can help Finance transactions now the prices they charge for that financing will differ based on how risky your businesses and so like [3:35:33] there's financing for casinos like if you want to get if you want to get a loan to go gamble more like there's financing for that but they will charge [3:35:40] you a lot of money right and so like that being the extreme on the other hand if you want to finance a house there's obviously huge mortgage industry and so from every step in between there are [3:35:48] Partners who will step in as third party and take on that risk for you for a price and so I prefer can I get the prepayment because it's easiest and [3:35:56] fastest if not I usually have a third party that I set up so that my customers can get financing if we don't move past either of these two things then I try to [3:36:04] go with a partial with some level of discount not as much as here but a little bit and if they still say [3:36:11] no then I go for continuity which is why don't we just make a payment plan on the thing and in this [3:36:19] particular business because what they were doing before was simply rebooking people for another session of service we just had this be the [3:36:26] automatic like everyone gets rebooked and that would became that became an internal saying like I like having montras uh within sales teams which is [3:36:34] like everyone buys something like everyone buys something there's no reason someone should not buy something and so sure we'll get them a prepay [3:36:41] maybe a partial okay fine we'll do a payment plan that's whatever call it you know 250 uh times four great that's our th000 that's our th000 plan that we're [3:36:50] getting people to buy and you pay 250 today and then three more times and you can do it every other month if it's a more uh intermittent service whatever [3:36:58] just match the payments to when they get delivery and then finally if they're like well I can't do any of those things and like cool let's just let's just book [3:37:05] the next time you want to come in that's it and so this is the final of the process in terms of in terms of the step Downs that we might offer someone we [3:37:13] just walk through this whole process and you're like wow maybe that's l lot of work I have to use my brain power but welcome to business but let me tell you why it's worth it so these are the [3:37:21] actual stats and I put the numbers without the names to keep it nice open loop for you so number one is that they had 9% of Revenue uh that was recurring [3:37:29] within this product line all right so they 9% that was occurring after we implemented this process [3:37:37] 60% they took this 9% to 60% of this product line within the company so awesome number two they had basically no [3:37:47] membership at all because they just weren't it wasn't even an option not really and we were to push that to 30 that's a 30 [3:37:56] 30% into memberships this included payment plans this is just memberships and then we went from [3:38:04] getting one additional extra visit on average per person meaning two to getting 4 to [3:38:10] six visits per customer by introducing this sales process from a money perspective we went from $20,000 when we [3:38:19] uh bought the business so mind you this business made a lot more money than this single product line or this service line but this is where I wanted to invest my [3:38:28] time because I thought there was a huge opportunity here because I saw from the secret shopper from the constraints I thought this was a big area of attack and so they only do 20,000 a month which [3:38:35] business de sizes not a lot and then however many have been dots this later over [3:38:43] 250,000 per month in and added and it continues to grow and this compounds and that's the that's the [3:38:50] beauty of this type of sales process and repackaging of what someone already sells and so we went from 9 to 60 0 to 30% on memberships from one visit to [3:38:59] four to six visits and from 20 to 250,000 so we more than 10x the recurring revenue of this business by following a diagnostic process rather [3:39:07] than just selling some traditional one-off thing the first thing you have to learn how to do is how to sell the second thing you have to learn how to do is get someone else to sell for you and [3:39:14] so in this video I break down how he scaled a new sales department from 0 to 40 sales reps doing 5 million plus per [3:39:21] month in sales within 90 days but before I explain the $21.6 million increase let me kind of give you some context on this business and where it was in the life [3:39:29] cycle we brought in Mercenaries so when I say mercenaries I mean an outsourced sales team the founder of the business had never been in sales at all he'd [3:39:38] never got on the phone he' never done door Todo he never done anything related to getting a stranger to give him money one-on-one I thought it was too risky to [3:39:45] try and have somebody's completely new to it try and start from scratch and so I called somebody in my network and I said hey do you want to make a bunch of [3:39:53] money and he said yes can you round up some of your guys and start taking college for this company that I have and so they started taking sales and we [3:40:01] started making more money we have a w money up W fantastic and in a second I'll walk you through all the statistics of what the mercenaries and the ouse [3:40:09] team did which then led us to a fully in-house team now as you can imagine imagine going from zero sales guys to 40 [3:40:18] sales guys in a fresh company is hard but let me explain some of the problems with the mercenaries and then I'll walk you through the actual stats so there were three main problems with the [3:40:26] mercenaries all right problem number one is that we were giving them 20% of the revenue all right now this is something [3:40:34] that I was vehemently against to be very honest with you in this particular company I was in a minority position I said it's ultimately your call I was [3:40:42] like but I would not do it at this percentage they decided to move forward with it anyways and hey we made money there was a w there but it was a problem 20% of Revenue coming in is a big [3:40:50] [ __ ] check the sales team company was arguing we can't get the top guys to sell unless we give them a really big rip that's sales slang big commission so [3:40:58] we had to give them 20% of the revenue that they collected as commission to The Mercenaries team the ouse sales team the second problem that came [3:41:07] up is related to Performance they were getting less than 30% of people to ascend meaning people who buy the first [3:41:14] thing to buy the next thing and we wanted it to be higher than that or I believe that it should be higher than that we're paying a lot and we're not [3:41:22] getting as much out as we want the third problem with the ouse sales team and this is one that I think more long-term about because I'm investor in the business [3:41:30] is is the sellability and Enterprise value of the business meaning in the future we'd like to sell the company at some point probably and even if you [3:41:38] don't want to sell a business creating a sellable business still makes the business more valuable and so if you can make a business more Val Val to a stranger it also becomes more valuable [3:41:47] to you if you have a outsourced sales team something that exists outside of the business that's responsible for 203 40% of the revenue in the business then [3:41:55] that could be a material issue that's why we decided to look at these three things and say all right let's see if we can move this in house I'm going to walk [3:42:03] you through first the funnel kind of before and after and then I'll walk you through the process that we did to fix it or swap it over that resulted in the [3:42:11] $21.6 million increase in profit not Revenue profit the way that this process was structured is we had a two call set up we've got a percentage of people who [3:42:20] schedule a call a percentage of people who show to the call and then schedule the next thing then they have to show to [3:42:27] the next thing and they go to the next call and then do they buy so let me walk you through the stats here because [3:42:34] everyone who bought the product had a first call that they wanted to attend 100% of people were scheduled to show up for this call with the Outsource sales [3:42:42] team we had 74% of people are actually showing for the call once they got on the call we're able to get [3:42:51] 53% to schedule the follow-up call and so some people call this a qualification call which is if you're going to sell something else you want to make sure the [3:42:59] person actually fits for the thing you sell makes sense right you want to make sure they have the problem to solve and the money to spend with the 53% the Outsource team wanted to only give their [3:43:08] closers because he's trying to optimize for his dollars per hour for his team only the easiest closes so they weren't willing to take call they weren't [3:43:15] already sure were going to close all right so because of that they're only passing 53% or almost half to the next call now again this is just scheduling [3:43:23] now from here we had 63% showing up to call two so this is call one this is [3:43:30] call two now this is the close call this is the set call this is the close so I'll just put set this is close so the [3:43:38] last box we got to fill in here is how many people were they actually selling all right and they were getting 80% of people who show go to the second call [3:43:46] the closed call to buy all right and so that is where money came out the other side hooray so let's walk through the [3:43:53] math as if a 100 people bought the product so if 100 people bought the product then it means that we'd have 74 [3:44:00] 3 hours, 44 minutes 74% of 100 74 people who would show up to this first call now of the 74 people [3:44:07] 53% so about 37 of them would then schedule for the second call of the 37 [3:44:15] people who scheduled for the second call we're going to have 22 so 63% 22 of them are actually going to show up to this [3:44:22] close call now 80% of these 22 are going to close which means we'd have about 20 [3:44:29] sales or 20% of that front end that ascends now remember I said at the very beginning one of the [3:44:38] problems is that we wanted it to be closer to 30 this is the issue and so I want to be very clear a big part of this was was the price point we were selling [3:44:46] at and the fact that we were selling people who are already customers we're not selling cold traffic here we're selling people who already bought this already demonstrated an interest and [3:44:54] we're saying do you want more help with that thing so we thought it should be much higher so there's five steps that we broke down that we had to do to go [3:45:01] from out ofh housee team mercenaries to in-house sales team and the first one started with hiring a director now right [3:45:08] off the BET let me explain our thinking process before I explain who we were looking for and how we found them cuz listen you don't want to hire 40 people people right you were thinking okay I [3:45:16] want to hire one person who can then hire 40 people times a lot more circles right [3:45:23] it's even long to write it out all right it's an old investor saying which is hire one to hire 10 we're going to hire the one person not the 40 that's the [3:45:31] main decision after that what we're looking for is who who are we looking for what do they look like and then how [3:45:38] are we going to find them okay now from a who perspective we wanted someone who had been there done that which means specifically somebody who [3:45:46] sold this type of product in this type of industry and ideally scaled a big team and knows how to coach up new [3:45:53] salespeople so that's what been there means for us for this particular role the next thing is you want the person to be metric driven so one of the easiest [3:46:02] ways that you can measure someone's Proficiency in any skills this little Pro tip the quality and quantity of metrics that someone explains about how [3:46:10] they do their job is directly correlated with how good they are at the job and so if someone's like hey I'm an amazing HR [3:46:18] person and I say cool what metrics do you track and they're like well the happiness of the team and I'd be like what else do you track how many [3:46:26] complaints I get on payroll I'd be like okay what else do you track the order that they tell me the metrics they're looking at and what they track is going to tell me what they care about what [3:46:34] they pay attention to and their level of expertise now on the flip side if someone says hey I like to take companies from on average a 45-day time [3:46:41] to fill to 20-day time to fill because we know that every day that company doesn't have something they need they're losing money there's opportunity cost of Revenue they should be making by not [3:46:49] having them this is really interesting because they're connecting their metrics to the company's revenue and so how people talk about the metrics and which metc they track and how they connect [3:46:57] those with how it makes the company more money will show you how good they are what they do the third one is just kind of the I would say [3:47:04] demeanor now I've hired a lot of sales people and sales directors in my life and the personality of a sales leader is [3:47:12] usually not the same as the personality of a sales killer now there are some superstars who can do both but it's rarer often times the demeanor of sales [3:47:21] directors is a little bit more even killed usually more humble very servant oriented they have to be people people they have to be the type of person who [3:47:29] wants to pour into the team and loves watching someone improve their skill set and can repeat the same directions over [3:47:36] and over and over again without losing enthusiasm that's who you want you want somebody who's like a Energizer Bunny of of Positive Vibes because for the most [3:47:44] part sales director is just Performance Management they manage the culture of the team like the output of the entire team is the direct function of the sales [3:47:52] director and so if you think about this like on a on a football team or something you can switch the coaches and all of a sudden the whole team does way better it's because the coach drives the [3:48:00] 3 hours, 48 minutes culture in the team that drives the performance and the output and so that is what they are responsible for and so if they don't have values everything [3:48:08] else that comes from the team is going to be a diluted version of them now we go to the how you're like okay well that sounds like an amazing unicorn Alex how do you find that person who's going to [3:48:15] replace this well I personally have a relatively large network of salespeople and so one of the big things here is that you can either this is the core 4 [3:48:24] by the way you can do Outreach which means you reach out to strangers who you think might fit the [3:48:31] role you can run ads so you run ads to go get more people content you can also do recruiter I've used all of these all [3:48:39] right so there there's pros and cons to each of them but what I will do is I'm going to cross out two of these early for most of you most people think that you can run ads for these types of roles [3:48:48] the reality is usually no the higher the role is the better the person is the less likely they're going to respond to an ad cuz think about it an amazing [3:48:56] sales director is always going to have a job and always going to be making good money now they might not like their job as much as they they they could but [3:49:04] they're going to keep making money and sales directors tend to be money oriented in general and so they're going [3:49:11] to keep making money so ads is probably not the way to get them content unless you have a salesperson audience probably not going to be the way you can always try it it's free give it a shot but I [3:49:20] wouldn't say I'm going to bet the farm on this so it's probably not going to be content and so usually you're going to do one of these two which is you're going to get a recruiter to do it or you do it yourself but guess what a [3:49:28] recruiter does they do Outreach too I know this is going to sound crazy you message them and you say hey I've got this role and [3:49:37] it looks like you're perfect for it could I tell you about it or if you want to be a little less direct you can say you're an amazing person who' be a fit [3:49:45] for this role do you do you know anybody else like you they're going to be like screw everybody else talk to me Alex how many people do I reach out to five five [3:49:55] no one's even going to read it if you message five people 10 no one's going to read it if you message 10 people reach out to 100 to 1,000 people [3:50:04] and if you get to that 1% on the 100 and you haven't found it then you might have to go 1% on th000 and that's okay cuz remember would you rather have a top 1% sales director I sure this [ __ ] would so [3:50:12] it's okay to turn down the first you talk to just cuz he has a pulse and has one of these things it's like okay this guy talked about metrics but he was a [3:50:21] dick and he actually doesn't have the experience that I'm looking for well then don't hire him the thing is is it's tough to do that when you're an [3:50:29] entrepreneur because you're like I'm bleeding every day the house is on fire I need this roll but I promise you it's way more painful to hire the person on [3:50:37] board them spend 2 months run getting them up then they start hiring [ __ ] because they're a [ __ ] and then all of a sudden you're like oh my my God I [3:50:44] HTE this whole team and so even if you do get rid of the top you then have all the stuff they brought in underneath and so you have to clean house and it's really really painful and so as much as [3:50:53] you hire one to hire 10 if you fire one sometimes you have to fire 10 and that sucks and so getting this higher right [3:51:01] is super important but it's also why we spend more time on it so now that we hired our in-house sales director we want to rebuild the compensation [3:51:08] structure right because remember the 20% wasn't going to fly because if we just flipped it to 20 we might as well just save the effort right so we had to [3:51:15] rebuild the incentive structure the problem that we had right now if you remember was that we had the pro I think it was problem one or problem two whatever problem one problem two [3:51:22] whatever it was 20% of Revenue was going to the Outsource sales team so we wanted to make sure we were less than that our Target was sub 10% and that's usually [3:51:31] around what I like to be in now I want to be very clear here there are things that this depends on so if you're in a business where the salesman does self [3:51:38] gen meaning they generate their own lead so if you're if you're going out Bend and you're cold calling or you're door knocking then these percentages will be shifted [3:51:46] because you technically are a cost of acquisition you're both marketing and sales you're getting the leads and closing the leads if you're handing salese leads if you're running ads you [3:51:55] have a media team that then generates leads or prospects for a sales team then you basically have to split that cost between the marketing team and the sales [3:52:03] guys and so given that let me explain how I actually think about this what skills do I need how rare are those skills so if I'm feeding softballs to [3:52:12] somebody then I don't need need Ken griffy to hit it out of the park all right for jiny uh mookie bets all right I don't need mookie bets to knock it out [3:52:21] of the park uh because I'm soft tossing right anybody can probably rock it out of the park that's double AER up because at that level because it's so much [3:52:29] easier if you have crazy expectations it's rarer and they have more skills so you got to pay more if it's something that's not a lot of skills and more [3:52:37] common you can pay less and so I just think how much would I need to pay to attract the level of salesperson I need our goal is to take from 20% to around [3:52:45] 10% or less and rebuild the complaint you can think about compensation in two columns all right [3:52:53] you've got money and not money all right this very complicated system I don't want to get into the specific a lot of physics behind this [3:53:01] all right so you've got the money you give them for closing deals and then you've got other [ __ ] and so that's [3:53:09] recognition praise attention approval perk status if you publicly recognize them if [3:53:18] you have a leaderboard if you give them more attention you get you actually train them more you give them more skills you say hey out a boy awesome job [3:53:25] great day today you say hey the guy who closes the most gets to park in the nice parking lot and then status like maybe when they close a 100 sales they get a hat with a stripe on it when they close [3:53:34] a th sales they get two stripes and so forth so when you guys come on the team they're like [ __ ] I want one of those hats right sales team six let's go [3:53:41] there's all these things that you can do to increase the value of of the job outside of money and as much as people sales guys include will be like that [3:53:49] doesn't motivate me sure as [ __ ] does all right it totally does cuz it makes your life better on the money side there's a couple ways to do this all [3:53:56] right and so I'm going to explain how we did it i' we've we've made a lot of different compensation structures a lot of it depends on again the business that's involved now one of the big [3:54:04] decisions we made up front was that we were going to comp Setters and closers now why is that so important the [3:54:13] funnel is through if I can increase my show up rate by 20% it's just as good as increasing my closure by 20% it makes no [3:54:20] difference the business they were just as equally weighted in terms of their value but again how rare are the skills and what skills are required it's easier to set than it is to close just as [3:54:29] important but easier Setters and closers equally important but rarer to find a skill from closers so they got paid a little bit more but Setter still got [3:54:37] commissions as well to incentivize the fact that they would get people to sh cool so the way that I prefer to set up compensation structures the idea that I [3:54:46] like to have is that I like ww at the top which means winners win all right which also means losers lose that's fine there's more fewer winners than there [3:54:54] are losers what that means is you can have ratchets for compensation meaning [3:55:00] 3 hours, 55 minutes if you close 50% of the people I'm just using arbitrary number you get to keep your [3:55:09] job if you close 60% you get adab boys if you close [3:55:17] 70% your commission goes from 10% to 15% ah 50% increase not bad if you close [3:55:25] above 80% you get 25% whoa right and so it ramps and so it [3:55:32] allows the people who are absolute Killers to crush and then the people who are not guess what happens down [3:55:40] here turn but this is structural turn this is expected turn this is part of the game with this type of role like if [3:55:48] you require work ethic you require practice require people show up early work late work weekends take calls it requires a certain type of person and a lot of people aren't cut out for it [3:55:56] which is also why most people don't make multiple six figures a year selling we fixed the compensation structure we comped Setters and closers we ramped it [3:56:04] so that the best guys would get more than 10% but we knew that as a team we averaged around if you want to know the actual number was we got the overall [3:56:12] everything Allin fully baked in including the sales director for 9% we are feeding them qualified prospects [3:56:20] they're not even prospects they're customers we already have their [ __ ] credit card like we just had to say want more of the thing you just bought want [3:56:28] more help with that thing so you can get the outcome you just said you wanted like these are not hard sales and by doing this we got to move on to step [3:56:36] three now that we rebuilt the incentive and comp to get the types of sales guys that we want on the team then we had to rebuild the process so I'm going to walk [3:56:43] through what we do to improve each of these numbers one by one because as you're thinking about your business there is no Silver Bullet there's no one thing you're going to do that change [3:56:51] this entire process it's 100 golden BBS and this is how we approach everything in business and business is a pipeline like this and so I'm going to show you what we did and we did improve every one [3:56:59] of these numbers except for one but it was okay and I'll show you why but remember 100% of people are automatically booked for this next appointment all right and so we wanted [3:57:08] to improve this show up rate and so we improved it to 91% woo ooh 74 9991 more money good [3:57:17] that's a 211% increase meaning if we did nothing else we did nothing else in this entire process everything willse stay the same we would have a 20% increase in [3:57:24] sales and most of that would disproportionately drop to the bottom line cuz we already acquired the customer so all this additional sales money goes to profit big deal so we did [3:57:32] three things the first is that the mercenary team is way too aggressive in their copy false urgency false scarcity people kind of see through it um so that [3:57:40] was number one that they did that we fixed number two is they were giving people way too much time time to book out I'd say hey when do you want to show up for your next call people would be [3:57:48] like oh how's 2 weeks from now and they were like sure our big rule of thumb despite the fact them trying to push out five plus days for appointments is we [3:57:55] try to go for same day next day and that's because in our history more people show up the same to next day appointments than 5 days plus from now [3:58:04] and so by just simply making the messaging less aggressive shortening the time when they can book their next call and number three setting reminders that [3:58:12] were actually personalized so rather than just Robo texts they're the green ones that everyone [ __ ] hates right we'd have the sales guy do a three-way [3:58:20] connection with the setter and say hey my name's John it's nice to meet you Sarah looks like you've got X Y andz that I can reach from your account really excited to talk to you tomorrow I [3:58:28] think I can help you with X Y and Z very simple but it's a video or a voice memo and they see it from a real person all right and they can take a picture [3:58:36] whatever and those three things together 91% which is a 21% improvement so now that we got people to show for that [3:58:44] first call how many of them did we get to schedule the next call which is basically the close of the set call you're going to see some magic happen [3:58:52] right here we had a major Improvement I'm not going to tell you what I'll tell you how much we improved this one in a second but we did two things to improve the percentage of people who showed up [3:59:00] 3 hours, 59 minutes to set calls who decided to schedule close calls all right so the number one mistake that they were making in this particular business is that again this [3:59:08] was an outsourc closing team and so they were trying to minimize how much unqualified work their closers would get because they so carefully wanted to make sure their closes were happy because [3:59:16] they were all mercenaries they all had to pay them a ton just to show up to work every day point being one the incentives were misaligned and so Setters remember we added our Setters [3:59:25] had a compensation to get people to set they didn't have that we did add that and so what do you know our Setters got more people to schedule wild I know the [3:59:33] second thing was that they were deqing people on the set call uh in my opinion too early and so they wouldn't really go [3:59:40] through a sale they would just say hey here's the price are you down to pay that if yes I'll book you a call with John but by doing that they were [3:59:49] basically not selling they were just taking orders which if I just tell you the price and you buy I don't need you you're not selling at all you're just a [3:59:56] checkout page that's inefficient that takes 20% we corrected number one we we we align the incentives of the Setters with the overall business not the closer [4:00:06] we align the setting incentive with the business throughput which got rid of the dqs that were overly deqing people and [4:00:14] we made sure that when they were talking about the product we were just more trying to qualify the prospect to make [4:00:22] sure they had the problem to solve and the money to spend not telling them the price of what they would ultimately buy cuz we haven't sold them yet we just want to make sure that this is a big [4:00:30] enough problem for them and that they seem reasonably able to pay if we present it to them our schedule [4:00:36] percentage went from survey says 53% to 94% % for those keeping track at home [4:00:45] that's a 77% increase so forgetting this one if we kept everything else the same and we only did this we would have [4:00:53] increased sales by 77% assuming everything else stayed the same but everything else didn't stay the same so let me show you the next thing [4:01:00] 4 hours, 1 minute we did which is we had people show up for the first call we got 94% to schedule the next call and now we have what perc of these 94 actually showing [4:01:09] cuz hey maybe you just get everyone to say yes so they get off the phone but are they actually showing believe it or not this is going to sound crazy the show rate that we had here was actually [4:01:18] the same process that we had here because believe it or not if people have good experience and it's personalized to them they're more likely to show and so rather than explain literally repeat [4:01:26] myself I'm going to say how we actually got the team to do it so we did four things number one is we started implementing daily training which means that every day the team would get together and they would roleplay the [4:01:34] scripting to make sure their tone was right that they were coming off the right way that they're hitting the main points Mak sure that they were framing things properly adding curiosity hitting [4:01:41] the main pain points that the prospect was going to have so they could set up the next call number two is that we do gam tape reviews which is uh very simple but you just watch gam tape with the [4:01:50] team and you have the person who is in the call critique themselves so rather than have everybody jump on them cuz no one likes that it's horrible you just [4:01:58] have them say what are all the things you could have done differently and then the team says all the things they did well cuz remember there's always something someone did well you play the [4:02:07] tape they say all the things they would have done differently and most people do know when they watch it which is one of the best ways to learn and then everyone else says hey I think you did a great [4:02:15] job here I think you did a great job here Bravo next one up the third thing is this is why the sales director was so key and why they were the first hir was [4:02:21] is doing one on ones and 101's you role play like I you role play till you're sick in the face you have to learn how to train people how to speak like that's [4:02:29] what the job of the sales manager is besides managing the culture of the team is if John's Rapport building sucks guess what sales manager does every time [4:02:37] they have a one with John they practice Rapport building all right which means you follow the script no say it again y say it again try like this huh like [4:02:46] there you go change your tongue there it is like we're talking 10 20 30 reps on one or two phrases in the script so they get it down if your salesman is not [4:02:54] talking back to you in the script on your one-on ones you were literally wasting time the fourth thing was just end of day reports which is you just [4:03:02] want to make sure that they know you're tracking what matters and if there's no tracking throughout the week no one feels held accountable it also doesn't give you the opportunity to praise and [4:03:09] give out of boys all right and so every day the stats are get tracked in real time and daily leaders daily winners all right so those are the four things we [4:03:17] did from here to drive our show rate to woo 87% that's a 40% increase so if [4:03:26] we did nothing else but we just had this one Improvement in this process and everything else stayed the same we would have increased sales by [4:03:34] 40% not too shabby if you're following at home which you should be we should at this point have a ton more volume that [4:03:42] is coming to these closers massive improvements cuz remember these are customers this is why we felt like we could do a lot better now hitting the close call so in order to improve this [4:03:51] number to the best degree possible because we never we're going to have more disqualified people here remember we we told the Setters send anybody you can because we wanted to get more at [4:03:58] bats okay so one we also added in a vssl so video sales letter between call one and call two so people got to have some social proof they got to see some [4:04:06] results they got to have a better understanding because in my personal opinion I don't like sales people repeating a pitch I'd rather have someone understand the benefits and then [4:04:13] have salesmen resolve concerns and personalize solutions to customers rather than have them say the same 15minute pitch because it then it sounds [4:04:22] robotic and they zone out and so does the prospect so I like to say here's all the info watch that and then we'll talk about it okay so number one is we added [4:04:30] that piece in number two we role played a lot on the common objections and we like to do that before the call the [4:04:37] video sales letter covered some of these common concerns in the video so that the sales guys had a little bit more of Advantage going into the call and then [4:04:45] also in the scripting we front-loaded the obstacles before you mention the price you overcome obstacles after it's [4:04:52] objections all right so if I say hey do you think your husband supports you in doing this new thing before I say the price then I've overcome an obstacle if [4:05:01] I say the price and I didn't overcome it it becomes an objection which is way harder to close we call it killing zombies right you want to kill the Zombies you want to defuse the bombs [4:05:09] before you talk about money and so we front loaded the script to accom at those issues that people were losing in the sales and we focused the script far [4:05:17] more on what they were going to experience afterwards rather than the features within the service because at the end of the day they don't care about [4:05:25] the features of service they care about where they're going to go what life's going to be like afterwards so sell the vacation not the plane flight so we made those changes and [4:05:33] we got the close rate if you're like wait 42 is lower than 80 sure as hell is great math if we're doing the percentages here and we have a 21% [4:05:41] increase here and a 77% increase here and we have a 40% increase here so that's 1.2 + 1.77 + [4:05:50] 1.4 we have far more than a double in terms of how much volume was going there in fact we had three and 1 half times [4:05:57] more volume but we cut the Clos rate in half but 3 1/2 * .5 is more than 1 [4:06:05] meaning we increased the total throughput of this system and so the end result of this entire process [4:06:16] is we went from closing 20% of that 100 people that buy the product to 32 for a net [4:06:23] Savings of going from 20% of Revenue to 9% so we paid less than half to get 60% [4:06:31] more sales and as you recall all additional sales dropped to the bottom line because we'd already acquired the customers so now that we had ear in [4:06:39] house director we rebuilt the incentive and comp plant and we rebuilt the sales process now we wanted to scale so we had to go from zero to 40 reps and we had to [4:06:49] do it in record time all right so number one is that to go get all those people we went everywhere all right so we actually did all the things that [4:06:56] outlined but we also hired five to six recruiters right off the bat we did a ton of up on ourselves we hit our whole [4:07:04] email list up we did everything cuz we had to hire 40 guys we had to do it in 12 weeks all right so number one is we did everywhere so plus ads well actually [4:07:12] didn't do ads there's more uh content and outbound all right so recruiters content and outbound is what [4:07:19] we did to get all the people in the door now once we had people in the door we didn't have the sales director interview all these candidates because he just wouldn't literally have the time he did [4:07:28] a final check off once the team planned on hiring them and so we had the manager for the Setters do do several of the [4:07:35] talks with the leads and we also had the recruiters do a lot of the screening as well so that the sales director could save his time and still keep managing [4:07:43] the actual team and training the people who are on the floor making money for the company all right so saved [4:07:52] directors time the next thing is okay great so we got a lot of people we got them hired but how do we make sure that they're actually good so we automated [4:07:59] the sales training to the greatest degree possible now what does that really mean it means we made a course that was an internal [4:08:08] course on how to sell this thing and so the nice thing with internal courses if you don't have them high recommend it because the most expensive thing a [4:08:15] business can do is train salespeople reason why is because when you take a salesperson and you train them on live [4:08:22] prospects all of the money they don't close is money you lose and you lose all like you lose the money that you could have made and you lose the money that [4:08:31] you spent to get them there very expensive all right especially when and this happens a lot too you do all of that only to have them get fired or [4:08:39] leave or burn out or whatever all right and so we want them to take as many reps ass soonly possible in a fashion where there's no risk to the company which is [4:08:48] why we have them watch tons of gam tape footage they tend all the meetings they listen to tons of live calls they go through the course and then they [4:08:55] roleplay there's one takeaway from this [ __ ] video it's that you roleplay with your team and that you get really really narrow on the things you want them to improve and you keep nailing [4:09:03] that thing until it's perfect and then you move to the next thing there's no point in trying to tell someone to improve six things doesn't work I promise you it doesn't work I spent too [4:09:10] long doing this doesn't work you say let's work on the first sentence of the [ __ ] script keep doing it again try it again try it again try it again one [4:09:18] more time say it lighter say it faster Loop to this one got it second question right that's how you work through a script until they will they will be able [4:09:26] to breathe it in their sleep then they can actually be present for the sales call cuz they don't have to think about the scripting cuz they already know it so we recruited the people we saved the [4:09:34] director's time we automated the internal onboarding I'm going to give you a pro tip from me which is that if someone seems like a [4:09:41] dad within 14 days let them go some people think I'm heartless how could I be so heartless because I have other families I have to look out for [4:09:49] too and if we don't keep the sales team profitable the whole business doesn't work we give people a shot we get to all this stuff we give them a ton of free training all right they actually [4:09:57] technically get paid to get trained and if they don't if they're not up to chops we got to let them go but we set that expectation up front and one more thing [4:10:04] and this is a a little Pro tip for me I don't know how to spell that but no padas all right so no special snowflakes [4:10:12] because the thing is is even if you have one killer on the team and they don't follow the process they undermine the entirety of the process and they also [4:10:20] kill the culture and so if one guy does double the sales of everybody else or triple the sales of everyone else I can almost guarantee nine times out of 10 in [4:10:28] my experience they actually take those sales out of the organization overall so one guy does triple and everyone's like oh we should be like him but the you if [4:10:37] you have like a 20 person team and everyone goes down by 10% because of this guy because the cancer spreads not worth it just cut it out keep the system and now that we had the in-house [4:10:45] director we rebuilt the incentive and comp plan we rebuilt the sales process we scaled the sales team and we stabilized it so that we were consistently beating the other team and [4:10:53] doing it for less then we're able to move on to step five which is get rid of outsourced [4:11:02] team so with the ouse team we did $7 million in cash collected in q1 the [4:11:10] commission on that was 1. $4 million remember 20% so the company got to [4:11:17] profit 5.6 I'm saying profit Loosely 5.6 the company got to keep after paying the sale the out Outsource sales team this [4:11:27] 7% with the in-house sales team became $12 million the next quarter the [4:11:35] commission because instead of 20% we went to 9% so the commission went from 1.4 million on 7 to [4:11:45] 1.08 million for 12 net change here was 12us 1 [4:11:54] 10.92 million which created the difference between these two was [4:12:04] 5.4 million and that was just in that quarter times four for the year and you [4:12:13] get 21.6 million this is one of my favorite sales presentations I've ever given and it covers three things one how to ask the right questions two how to [4:12:22] ask them the right way and three how to duplicate those words in that tone across a team of people if you're building your first sales script if [4:12:29] you're scaling a sales team and you want to make sure that you can onboard new people and get them selling at the same percentage or better than you are right now which for many people is biggest [4:12:37] bottleneck especially when you're coming to for your first million or first 3 million per year scaling the sales team is one of the most difficult tasks and so I've broken this down into three Frameworks that I've used very [4:12:46] successfully to scale lots of different sales teams I say that the the company I'm referencing in this video has 14 that one company already now has almost [4:12:53] 30 sales guys so this process continued to work past when I made this presentation so if you're trying to scale sales you want to close a higher percentage you want to get more guys [4:13:02] closing at that same percentage or better than yours and if you don't know who I am my name is alosi I acquisition. [4:13:07] comom with a portfolio at this moment of six companies to do $85 million a year keep being awesome love you and enjoy the video what I'm going to be breaking down today [4:13:14] is the scripting process that we've applied for calls right and so as the world's worst marketer I set my first email this year I was very excited about [4:13:22] it we've been in business for 10 years uh pretty big stuff and it was because I couldn't get webinars I couldn't get vsls I couldn't get all the fancy stuff [4:13:31] that you guys get to work um and so I went back in time and just was like if I can just get him to give my phone number I'll be able to get him to you like buy [ __ ] from me and so I went and called [4:13:39] back all these webinar leads that never showed up or never bought or whatever and then doing like 100,000 in sales in a day and I was like wow this is so much [4:13:47] easier and so over time I've consulted with sales teams I've uh trained and owned four high ticket uh performance [4:13:56] teams uh I think we have 12 or 14 sales guys now it kind of rotates and so what I want to do is kind of show you what we've done to consistently replicate the [4:14:03] skill of sales another human being would that be cool all right so if I can add like 10% to your conversion rate in terms of how you attract better closers [4:14:11] how you script the process out and how you should close more deals and scale them to incentivize them would that be valuable for you guys all right sweet so [4:14:18] these are the three Frameworks that transform losing funnels in cash machines that was my real life that was a picture of my actual first funnel and that's what it became and so these are [4:14:27] the three fail uh the Frameworks number one closure framework how to ask questions that prospects to say yes adding this to a funnel instantly can make it profitable right this is my [4:14:35] personal experience number two is conviction framework all right how anyone who believes can outperform a seasoned sales rep by simply learning control control their tone really [4:14:45] important this is one of the biggest things that most sales people Miss number three the scaling framework how to easily duplicate this process across sales people in any niche in seven days [4:14:52] or less so seven days from now we can do this would that be cool all right let's rock so number one the closure framework [4:15:00] 4 hours, 15 minutes after going through hundreds of scripts I've bought Grant stuff I bought the Wolf of Wall Street stuff I bought all that stuff and going through my own sales processes I learned that the the [4:15:08] scripting process even was simpler I think than it's portrayed and it's not that it's something to be sold against but um every sales script that has been [4:15:17] absolute Gang Busters has been a question-based framework that is based on this process all right and this works for B Toc sales it works for B Tob uh [4:15:24] B2B sales it works for $500 tickets it works for $100,000 tickets the process is the same and so this is the acronym closure framework as I said world's [4:15:33] dumbest marketer so I made it nice and easy to remember all right so C clarify why they are there when I look at creating a script the first thing we ask [4:15:41] is like why the hell are you here what mean you reach out to us today what was the thing what is the goal you're trying to accomplish right two label them with [4:15:48] a problem we can't cure cancer unless they admit that they have it right has anyone had a situation where like I just want to find out more information you ever had that right well it's like well [4:15:57] I'm assuming you're not hopping on sales calls all day just trying to find information is there a problem you're trying to solve oh you're fat got it all right boom so that's a problem we can [4:16:05] solve it after that I'm I'm assuming I'm not the first guy you've ever dated right so is there anything else that you've had happen in the past that got you here that didn't work I'd love to [4:16:13] know more about it s once we've gone through the pain we sell on the vacation right there's a process that I'll walk through e we explain away their concerns cuz obviously samean people don't make [4:16:22] decisions on the first call unless you're a closer in which case they do which I'll talk about and then finally and this is something that we actually added in my original flamework for my [4:16:30] first couple years was close and then we added the r uh because when you do this it actually transitions into the onboarding process that will get higher [4:16:39] LTV per customer lower churn lower refunds lower charge backs which sales guys and you will be happy about cool all right let's rock so we'll examine [4:16:48] each one more closely clarify why they're there these are the questions that sounds like what made you come in today what made you reach out what's your goal right now why is that important to you why that number [4:16:56] specifically what does it what does it resonate for you right why why is that real L the questions that we're looking is like okay so what I'm hearing is XYZ [4:17:04] us your goal does that sound about right right really simple but very important it's a milestone that has to be hit in the process all right then we overview [4:17:12] all right this is where we're Gathering all the inel and for some of you guys my goal is that you can take this to your sales team your sales director and run your script through this framework and [4:17:20] then see where you can plug in you probably have some of it but if you're missing one or two of these questions and Milestones you're losing conversions on the call like you're closing people [4:17:28] who already had those obstacles covered but everyone who didn't have two of these questions covered you lose them and you don't know why you watch the sales call you're like what the hell [4:17:37] happened here right so what have you tried so far to accomplish that how this is what we call the pain cycle it's a four-step process what have you tried so [4:17:45] far to accomplish this how long did you do that for how long ago how did that work for you what else have you tried right so we just do that cycle until [4:17:52] they're like well yeah that's it now that you think about it I've tried everything under the sun like I can't imagine what that's felt like wow right [4:18:00] 4 hours, 18 minutes it's not your fault you're so close you're 6 Ines away right and I think you you said this one thing which I'm about to show you in a second we could be able [4:18:08] to help you want to hear about the program fantastic that's when we transition to the sale right right so sell them a vacation the number one thing that people mess up our sales [4:18:16] pitch on the call is under 3 minutes 3 minutes 180 seconds when we talk about um I think someone was asking [4:18:24] about what are the bullets on the page we don't say anything about that because what we're trying to do is get them to understand what they're going to [4:18:32] experience not how they're going to experience it right and so when we have a sales pitch just about every time we sell three things right and it doesn't [4:18:41] matter what industry you're in I was training mortgage leads team and they were selling leads right and it was like uh the leads are exclusive they're timely and they're qualified right and [4:18:50] so we talked about hey you've had leads in the past ah well the Zillow leads my real estate people right the Zillow leads are not they are timely but [4:18:58] they're definitely not exclusive and these are people just window shopping right our leads are different three things you can always find them your s fitness your own Fitness Nutrition [4:19:05] accountability right and so what we do is when we say the three bullets get them to understand yes that takes 5 Seconds cool fitness-wise we get the [4:19:14] commitment this is what I need you to do fair enough be like I need you to work out three days a week can you do that awesome if we see any hesitation you [4:19:21] have a 30second story that's memorized most of this script and this is what makes it scalable is a question-based framework which means if you get lost [4:19:29] you can find your way back again if anybody here have scripts that are like paragraphs and stuff anyone okay like no no one has a script [4:19:36] that's paragraphs and Pages please we all know um but if you have those things it'll totally mess it up because then [4:19:45] the the sales guy gets lost and then he's just freeballing and he has no idea where he is hot doging a hallway no idea what's going on right and so the point [4:19:52] is here little visual anyways is that when we're telling the story like with the fitness example I would say hey when you failed in the past like right now do [4:20:01] you have a do you have a favorite TV show Game of Thrones that's awesome do you feel like like you got to get motivated to watch Game of Thrones you're like oh man I've been wanting to [4:20:09] watch it but I just can't get up the motivation to watch TV they're like well no I don't have that it's like right and so that's exactly how we're going to [4:20:17] make your fitness program so if you look forward to you don't need the motivation The Willpower because that's why you fail in the past they're like oh I [4:20:25] didn't talk about the workouts the heart rate and the calories they're going to burn and they're going to sweat cuz all that [ __ ] sounds like work right but [4:20:33] what they do get is exactly what they want which is wait so you're telling me that if I actually like something I'm not going to even have to try and it's [4:20:40] going to feel like watching TV cuz I look forward to it it's exactly what I'm saying and if you can deliver you make tons of money and that's the point so each of those points your sales guy [4:20:49] should know what that anecdotal story is right if I was selling accountability anyone have kids anyone here tell their [4:20:57] kids to brush their teeth and we have their kids to brush their teeth say they don't want to brush their teeth anyone tell their kids even though they want to brush their teeth to brush their teeth [4:21:06] anyways and now you're an adult did your parents did that to you do you brush your teeth that's an example of external accountability turning into an internal [4:21:15] habit it's exactly what the accountability we're going to do in this program indust does that make sense great done next bullet that's how you transition in the pitch right so if you [4:21:23] think about this process why are you here I have cancer I think we might be able to help you out but I don't want to get into that because I don't know about you like I don't know what your [4:21:30] situation is tell me what you've done ah that sounds that sounds great that makes sense okay I think we might be able to [4:21:37] help see a little bit about that all I did is I tell three stories that make complete sense to everything you just told me and then we transition and so um I [4:21:45] pretty much just covered this um but we we call it sell on the vacation not the plane flight right and so we're not selling TSA we're not selling your modules your me plant your macr workout [4:21:54] your sport team your URLs your whatever right we're selling Maui we're selling the Final Destination and it doesn't matter what level of service you are [4:22:01] selling you're always selling the same thing it's always Maui it's just how do you want to get there you want to swim to Maui right do you want to take a boat [4:22:08] to Maui do you want to take a normal flight or do you want to take a private jet to Maui right it's your call you're getting to Mau either way because we're a man of our word and I'm not going to sell you [4:22:16] something that's not going to deliver right but it's going to be a little different it's a little bit rock here but we're going to get you there all right so everyone gets the Maui the variables are the the speed and the quality of the journey all right the [4:22:25] likelihood of arrival is assumed so since it's always the same thing you probably have multiple levels of business um but it's always the same [4:22:33] process right and so once we have that they're like got it then we just make the ask all right from this point going forward it's explaining way their [4:22:40] concerns like any human being would normally do I could drill price over comes with you but I think it's more valuable to explain the thought process [4:22:47] behind price stall and decision maker um objections all right so the first and obvious one is I can't afford it anyone [4:22:55] to get this one right couple people two people of God in the you guys have the best leads give me your leads um and so [4:23:04] the easy question that I use to explain to our sales team because it's really about breaking their Le beliefs is if we were giving away Ferraris right now for [4:23:11] five grand do you think they'd find a way to get the money yes so that simply they do not understand the value we're trying to [4:23:19] provide and if you can get your team to believe that then they understand that it is always their fault if someone cannot afford the program does that make [4:23:27] sense fantastic second decisionmaker clothes one of the hardest things to overcome right I got to have my business [4:23:35] partner I got to have my husband my spouse my whatever right so we have a specific process that we go about this and so what we do is in the very [4:23:43] beginning we just say we circumvent then we go over past agreements and then we ask for forgiveness all right this is the best way that I've seen to overcome [4:23:51] this so the first thing we say is well what if they say no one out of three times they'll be like I'd probably do it anyways and we're like let's get started boom it's done you'd be amazed how many [4:23:59] times that actually works it's hilarious if they say well then I wouldn't do it then we divert we say well what do you think their biggest objection would be [4:24:08] about it because now they're just using a foil even the person's not there and has no idea what the program is cuz they're not involved with call right they're like well I think this and at this point we can attack the actual [4:24:16] obstacle even though the decision maker isn't there now if they still if we still can't overcome it then we go to P agreements we say well does your business partner know you guys are [4:24:24] struggling on sales well yeah does he approve of that well no then why would he be against something that he already doesn't approve of that doesn't make any [4:24:32] sense why would he be against a business partner solving a problem is know what you do well that's great you're being a great partner let's go right and so we try and rely on past agreements that are [4:24:41] obvious and use those to Pro into the present right and then finally you know sometimes it's better ask for uh [4:24:47] forgiveness and permission right and so we'll tack that on to the end you can put that at the end of any of the closes and so when we're dealing with this with [4:24:55] price it's value with decision maker we go on past agreements and with stalls we just teach people to make decisions [4:25:04] people are just so afraid of making the wrong decision they're petrified and so what we do is we literally teach them on the call here's how we make a decision [4:25:11] these are the the variables you should be considering X Y and Z right can the product meet your needs do you think that if you work with us you have a [4:25:19] greater or lower likelihood of losing weight greater fantastic I think we're halfway there do you want to work with us do you think it'd be fun to hang out [4:25:26] and see me every day because believe me this stash I had to I had to work 12 months to get my wife to say yes to that so I understand if you're hesitant does that make sense would you be willing to [4:25:35] do that all right let's rock right and then do you have access to funds or know someone who does right because it's not just about you because if it's something that's amazing we can find other ways to [4:25:43] finance this so do you have access or know someone who does yes well then great let's get started and if for some [4:25:51] reason we haven't closed them at this point we say how about this let's take a card down we'll delay the payment to Friday you go to your husband you go to [4:25:59] your business partner right you go to your I love this one you go to your husband right and he says baby I want you to live a shorter life I want you to [4:26:06] I want you to be a terrible example to our kids I want you to not have generational Health in our family to be down I want you to sit in that corner I [4:26:14] want you to pull those sweatpants up take up a bag of Cheetos rub your fingers on there right and just get comfortable with the fact that you're never going to look better than you are right now I like if your husband says [4:26:22] that to you you call me back and I will tear this contract up fair enough right you close them all right so we explain where their concerns and then finally we [4:26:31] get the yes we reinforce the decision this is stuff that we started doing and it helped a lot so personalized video from the CEO hey welcome aboard so happy [4:26:39] to have you thank you for trusting us with your business hey we're so happy to have you you thank you for trust me with your your weight loss Journey know personalized this is we want to do everything in our power to absolutely Amaze you right little things like that [4:26:48] because the customer is usually deciding whether or not they like your business in the first 48 hours after the sale I learned this later so how you hand off [4:26:56] from sale to customer experience and activation is where this all happens does that make sense is that cool was that nice love framework to work through [4:27:04] okay so that's the disclosure framework that is the first thing that's what you can run your script through all right how to ask the questions to get the prospects to say yes [4:27:13] check one down two to go you with me you still good all right let's rock so conviction framework number two how anyone who believes can outperform a [4:27:22] season sales rep by simply learning to control their tone all right so um after I reworked all of our scripts using the [4:27:29] closure framework um some of my guys were really successful but other ones still blew and I was like well this sucks right I was really excited I had a [4:27:38] little acronym and everything I was like that took me a long time to come with the acronym right and I was like what gives and so I talked to some my friends [4:27:47] um and they recommended this book which was awesome and the biggest takeaway from this book is the is the concept of tone and this was something that really [4:27:55] helped take us and give an extra Edge for our sales training ourselves process and the coaching that we give people right and so in the book he talked about [4:28:03] the hidden dialogue um which I just love and I just I just never want to take credit for an idea because I got it from him um but there's two dialogues that are happening right um because the words [4:28:12] or the logic right what you're actually saying is talking to The Logical brain how you say it is talking to the emotional brain right that's the one's [4:28:20] making decision that's the one running the shop all right and so how you say what you say is what you [4:28:28] say so here's an example that's my wife she's going to be here with me soon but if she were here if she [4:28:36] said Alex right or Alex right or Alex very different meanings very different [4:28:45] afternoon for me in each of these scenarios right based on how she said it because there's so much communicated and that's [4:28:52] just one word imagine a 30 minute dialogue where each word can be chosen to have packed with the meaning that you [4:29:01] need them to feel does that make sense okay so we need the words for The Logical influence we need the tone for the emotional influence we need both [4:29:09] okay and so once you become a more seasoned like sales crap you can learn to control your tone on purpose right you can raise your voice at the end of the statement to make it into a [4:29:17] question right it's a question this is John right I didn't need to ask him I'm [4:29:25] saying you know to answer that as a question I didn't ask you that but you know that based on the tone right or I could lower my voice right now you know [4:29:32] that what I'm saying extremely important right tone matters and so it takes time to develop this level of [4:29:40] unconscious Mastery so there's two ways to develop this and I believe that you can either trick yourself into it or you can train yourself into it and since I [4:29:49] don't have enough time in 30 minutes to train on the influence of tonalities here's the trick is that all right I'll just give you the hack conviction will correct your [4:29:57] tone if you believe in what you sell you will say it the right way and that's why some of you guys have a sales rep it [4:30:04] comes on crushes it and then tanks because they did believe and then they saw your reviews or they got customer support feedback someone called them up [4:30:12] after buying it was like [ __ ] you I can't believe you did that and they're done and then all their tones off because they feel like out of Ethics [4:30:20] right and so I'm lowering my tone right now so you know that this is really important right and so I'll go upbeat kiss the boooo bring us back up all [4:30:28] right and so real estate sales team Consulting this is a great story so I was flown out paid way more money than I should have been paid um to fly out and [4:30:36] consult with the sales team all right they were selling mortgage leads example I was giving earlier and they were really excited and they wanted me to give this ABC always be closing chat [4:30:45] like this huge PumpUp chat and so I spent the first half of the day on the script and the second half of the day we're supposed to be drilling the sales team right so I get on the sales team [4:30:52] they got I think had a nine person sales floor and uh they're like we're having some problems with this guy John I was like all cool so I was like John how [4:31:01] good are the leads he was like well you know there's kind of and I was like I'm good thank you and I was [4:31:09] like because if you [ __ ] thought the leads were were good you would say dude they're unreal I can't believe it right now I'm getting my mom to pass her real estate certification so I can start [4:31:17] sending her leads I'm studying for mine I'm a couple months behind but I'm telling you as soon as I [ __ ] get this thing pass I'm out of here I'm G to start buying these leads myself because I make more than I make right now as a [4:31:25] sales guy that's what you'd say if you believed right the way you say and what you'd say would be entirely different [4:31:33] and so one of the hacks on this by the way has anyone ever gotten hot or has a sales guy who got hot starts just closing closing closing closing [4:31:40] anyone that becomes a sales training for that person because the way they asked the question at what point how they [4:31:49] closed that's how it's perfect and so they should study the best game footage when they're on a streak and that's when you can replicate it much more easily [4:31:57] because it's like in the wild you'll witness it and that's when they're Masters right in those moments all right and so these are the actions that we do so I'm transitioning into tactic for you [4:32:04] guys who have teams all right reread the testimonials out loud daily in front of your sales team if you got fresh ones which you should read them makes their [4:32:13] day makes them feel like they're making an impact right they're getting the [ __ ] kicked out of them every single day getting hung up on getting cussed at getting told a [ __ ] off every day right [4:32:21] and like the best thing you can do is give them a cup of coffee and says hey man you're [ __ ] doing good in the world right that's what they need so do it every day number two fix everything [4:32:29] you can about the product this is obvious but I want to say it directly like don't blame the customer for a lack of success because it doesn't help anyone right doesn't help them doesn't [4:32:36] help us if we can take ownership then we can fix the product right three never stop improving it so you always know it's up to date and this is a good one [4:32:43] for the sales team if you're sales dip take your head of customer support bring them to the sales meeting and say Erica [4:32:51] tell these guys what you do for our customers they're like oh well the first day what we do is we send them this text and we send them this letter and then we give them swag and then we follow up with them and then we like write them a [4:33:00] 4 hours, 33 minutes handwritten card and we give them a back massage and a foot massage and then we find a wife for them it's unbelievable you know what I mean and then the sales guys are like God this is [ __ ] awesome I'm like I know let's go sell it [4:33:08] right and so these are the actions that you can do on a daily basis to get your team to be excellent all right and so that's how you can hack [4:33:15] conviction and get your team's tone unconsciously correct by just truly believing in the product is that cool you think you'd sell more if you did [4:33:23] that hell yeah sweet thank you all right conviction framework number two check all right number three scaling framework [4:33:30] how to easily duplicate this process across sales people in any niche in seven days or less all right so we've talked about closure framework we talked about conviction framework and this is [4:33:39] the oops I think I going to skip one oh no where you are back great so when I showed my sales team this stuff they didn't do it every time all right because you're probably going to come back from here all gung-ho you might [4:33:48] show them this video and they're like yeah and they go raw ra for two to three days and then it's like back to normal right no one wants that so piece by piece we implemented processes to get [4:33:56] the same outcome over and over and over again because of the $10 million we've sold which is crazy it's been 100% over [4:34:04] the phone no one over the age of 20 no we got one guy who's 40 but Bey besides him everyone's younger than $27 $27 27 [4:34:13] years old all right like these aren't like crazy you know what I mean like crazy veterans right they just do this process over again you get the right [4:34:20] thing as a total aside find people and educate them about your prospect not your [4:34:28] product that's a big [ __ ] up because like they shouldn't even be talking that much about the product they should be knowing everything about the Prospect and so right now if your sales training [4:34:36] is focused on your product Doing It Wrong these are the six C's that I use to scale teams from little guy to lots [4:34:43] of guys all right so this still a you know we Ed this to build a 3,000 person affiliate base in our physical Products [4:34:50] Company it added 35 million in sales which is cool which is awesome and so I will show you how this works all right [4:34:57] and so um we've used these sales teams and this is how we've kind of these were all multi-figure teams and I'll show you what we did all right so closure sequence is the first C which we went [4:35:05] over earlier the second C is consistent daily training and conviction and I'll show you how to do each of these call recordings you got to record them [4:35:12] communication Cycles cuts and competition those are the six C's all right so number one make sure you have a [4:35:20] question based framework that follows those steps in the script it should just be questions it's so much easier to just follow questions because if someone's [4:35:27] out and you know out in left field you know wandering on like onto the highway you're like whoa hey come back over here this is the next question in this process so thank you so much for sharing [4:35:36] that that must have been so hard for you so what do you think that brought right you go right into the next question the sale all right number two uh consistent daily training [4:35:44] this is the number one thing if you take one thing away from this besides conviction because that'll do more for yourselves than anything this is the second biggest thing all right is that [4:35:52] daily training our team trains 60 minutes a day five days a week we actually do twice a day stuff but that's okay anyways for right now if you just do this you'll already be way better [4:36:01] than everyone else in your in your Market all right so we do talking and listening because a salesperson needs to know how to speak the right tone you [4:36:08] know how to listen right and so we drill both scales we're talking we have them read the script out loud and the questions with the correct tonality for [4:36:16] 25 minutes and if they [ __ ] up they start again simple five minutes we drill obstacle overcomes I need to think about [4:36:23] it I'm not sure I don't have the money can't afford that right now I got to talk to my partner right I know what's going to work in my market or whatever [4:36:31] your specific obstacles are because those when they're in the Red Zone they shouldn't have to think about those so the only two things that someone will ever truly memorize will be those 30 [4:36:39] second anecdotal stories I mentioned earlier and your obstacle overcomes it makes it much easier to get new people on the team listening so every day we listen to [4:36:49] a 30 minute recording and we'll go with what went right in this call what went wrong what are you going to do next time [4:36:56] very simple right you play the call everyone watches it's game tape review we're like man you got kicked in the balls on this one right but you had [4:37:05] great report in the first 5 minutes right um you're like what went wrong and that was about it um and what you going to do next time [4:37:13] I'm going to transition from the report of the question asking without sounding like a douchebag fantastic all right next day and you continue to improve I [4:37:21] know this sounds crazy simple but it's so simple no one will do it so number three C's is call recordings if you don't call like record your calls one [4:37:29] you're not compliant but two like how are you going to study game film you know what I mean everybody's got all their data and you've got your mouse tracking on all the pages I'm like how [4:37:36] where's the mouse tracking on the calls right that's where that's where you're going to train your team this is like every NBA team they play game and they watch the game footage right why are we [4:37:43] not doing that with the sales team and so you have to record it if you use zoom gong is absolutely the best highly recommend it it's been awesome we us this for two years they'll tell you exactly how many minutes people are [4:37:52] talking versus someone else they'll tell you who's talking the most where how many questions were asked if the AI they have there is unbelievable um it's expensive but it's worth it four com [4:38:01] cycles and feedback um I don't know if you guys have heard the story but if I were trying to uh fix your golf swing [4:38:07] right and I said okay so I take a swing looking like I do like a like an idiot right he's like all right man well first [4:38:15] off lose 40 lbs so you can rotate all right after you do that uh change your wrist by two degrees turn your other hand over put your thumb underneath I [4:38:23] need you to take your first foot put it forward and then point it the other way and then put this foot back and try again I'm [ __ ] no chance of swinging [4:38:30] right but if he just said hey take another 20 swins and just put one thumb under the other one I'd have one thing [4:38:38] to work on I could probably get better and so when you're training and this is for the sales directors if you're helping them out with that call what went right what went wrong the what am I [4:38:46] going to do about it is the one thing do that makees sense and so in terms of communication Cycles we do weekly with [4:38:53] the team we've got daily training we've got daily wrap-up at the end which is really just to pump up and kiss them on the forehead good night to make sure [4:39:01] they feel okay right because they do get punched in the face all day so it's it's worth being like hey you see Derrick's overcome this morning it's [ __ ] awesome he killed it let's watch that as [4:39:08] like highlight footage like watch him say he's going to have to talk to wife Bo overcome right and then and then they're like dude you killed it and then it just makes them feel like they're [4:39:16] part of the team right and so that's where we do the feedback and the communication cycles and then we do once a once a week if they're new we'll do one of ones if they're a little bit older we'll do once every other week [4:39:25] does that make sense can you use this right now what I'm giving you for your sales teams okay sweet number five cut the fat cut it [4:39:34] fast um Randy probably knows this better than anyone when you hire sales people at [4:39:40] least in my experience like it's Sinker swim like if a guys if guys can't close in the first week to two weeks unless it's some sort of crazy complex thing [4:39:49] they ain't closing right and then I've got somebody who now came in neutral now they feel like they suck right they're actually worse than someone who's new [4:39:57] because now I got to overcome all your beliefs and then bring you back up and so in my experience it's been much easier to take a six and get him to a nine than try and take than try and take [4:40:05] a two and get him to a five it's more work and it's not good for me or him right does that make sense so in most cases does anyone have a salesperson [4:40:13] that you've been waiting for them to turn the corner for the last like six months they're not going to turn the corner unless they have like a come to Jesus moment which does happen but it [4:40:21] doesn't need to happen on my team you can do that and come back right all right number six competition and career [4:40:28] path all right A big one so salespeople are competitive right as they should be right they are hunters and they should [4:40:35] go hunt and so having competition on a regular basis what we have found is that six we Cycles tends to work best it is long enough that believe they can accomplish something but short enough they believe it's going to happen soon [4:40:44] and so we run our competitions on six we Cycles um for us I think what you said uh whatever Ryan said about the percentages 10 to 15% actually works [4:40:53] pretty well as like a group goal um when we have those as like top salesperson we like we did like weekend to Vegas so we'll split all the guys up we like four teams of four you know what I mean and [4:41:01] they're all comp so it's like you get the the competitiveness but you still get the camaraderie CU if it's just one you know one versus everyone sometimes they can get um a little bit too you [4:41:10] know teethy uh so having like little mini teams helps too because then you can you can kind of like make it an adjusted draft you can put the best guy with the worst guy and then he helps him out and he speeds him up does that make [4:41:18] sense and then career path this is one that I probably learned later but it's really good is that you can have minor [4:41:26] Minor Road uh Milestones like 50 deals closed 100 deals closed 150 deals closed right and they just get a little just a [4:41:34] little you know they go from 500 a deal to 525 a deal right they go from 525 a deal to 550 a deal just the fact fact that there's this this road map of where [4:41:43] they're going and there's actual progress because sales is one of the most repetitive positions in the world just the fact that they're doing [4:41:50] this and they something is changing on the outside I think just helps relieve anxiety and help the guys Focus so that is one of the things that I would recommend doing um with the career path [4:41:59] and then obviously if you have roles like depending how big your team is manager Etc and you can move up um something that I don't have on here that I will add is that um this seems to be [4:42:08] common practice but remember dumbest marketer on Earth um outbound and inbound uh keep them separated we also have Setters and closers for both of [4:42:17] those teams so outbound sets are different than inbound sets which go to different in closers on either side right because the prospects are a little [4:42:24] bit different right and so if you if you have lots of different types of leads going to the same person you're probably losing a lot of efficiency and if you don't have that much lead flow that's [4:42:33] another issue but it's it's as soon as you can separating them out will get you a lot a lot higher conversion rates all right so I'll recap this this six for [4:42:41] scale in our closure sequence make sure it's in a question based framework daily trainings and conviction so you're reading the testimonies every day you're training them every morning on talking listing the most valuable skills that a [4:42:49] Salesman can have call recordings to make sure that they're actually doing you have game tap footage to actually look at communication Cycles to actually improve on their skills based on the [4:42:56] game footage that we just had you cut the bottom people who are just dragging the team down that probably just don't have the makeup for this and then you keep it competitive and you give them a [4:43:04] career past so they have something to look forward to in the future all right and so uh now you can understand how anyone can sell expensive FX paper Pro even if you don't think you're any good [4:43:12] which is completely normal yeah that's sales

===FILE=== JT3bePK2ens - Helping a Financial Services Company Fix Their Margin.txt
https://youtu.be/JT3bePK2ens
Helping a Financial Services Company Fix Their Margin

[0:00] I sell legal services in the form of [0:02] estate planning and helping clients with [0:03] real estate matters uh basically to [0:06] families and they're families [0:08] ultra high net worthamilies. [0:09] Yes. High net worth families. [0:10] Okay. [0:11] Um we did 2 million. So we've been [0:13] growing 20% every year for the last five [0:16] years. My goal is 10 million. What's [0:18] stopping me is uh really it was an eye [0:21] openener yesterday doing that scorecard. [0:22] My IBIDA is terrible. It's like zero. [0:25] And but yet I know we want to get more. [0:28] I could just do nothing for zero. [0:29] [laughter] Yeah, [0:30] it's so much easier. [0:31] And our I know I would to get more [0:34] leads, but also sales. So, I'm trying to [0:36] figure out, well, what's the first thing [0:38] you would attack with when you have this [0:40] kind of situation? [0:42] Well, I'd want to understand why we [0:43] weren't making money, [0:44] right? [0:44] So, I would probably be tackling that [0:46] first. [0:46] Okay. [0:46] I think we were talking about y'all's [0:48] restaurant yesterday. Um, like [0:52] we need you need to fix the core model [0:54] unless there's some what I'm pretty [0:56] confident because I understand the [0:57] business fairly well. like there isn't [0:58] some massive fixed cost. Like your cost [1:00] is is people. It's payroll. It's not [1:02] like you have some machine that you have [1:04] to pay or some massive rent that must [1:06] get paid before you can make, you know, [1:07] incremental revenue. And so I would [1:09] probably be looking inwards first at [1:12] basically how I'm compensating people. [1:14] Um and how I'm pricing. So it's likely [1:18] that So are you at capacity right now [1:21] with your current team? [1:22] Uh they think we are, but I'm feeling [1:25] there's more room to grow. [1:26] Yeah. So you you have a you have a [1:28] pricing issue. [1:29] So you're either underpriced or [1:31] overpaying or a combination of both. [1:33] Okay. [1:33] And so I would fix that first because [1:35] then you'll fix cash flow and then that [1:37] freed up cash flow will allow you to go [1:38] more get more aggressive on the front [1:39] end. [1:40] Got it. [1:40] But like for me to say, "Hey, let's go [1:41] get more customers is probably not the [1:43] solution right now." [1:44] Makes sense. [1:44] Like we have to free up cash so you can [1:46] breathe. [1:46] Yeah. Absolutely. Appreciate it. Thank [1:48] you. [1:48] Yeah. You bet. If you're a business [1:50] owner and you are not growing as fast as [1:52] you'd like, I'd like to give you a free [1:54] gift. So my team and I put together the [1:56] $100 million scaling road map, which is [1:58] basically 200 hours of us looking over [2:00] all the portfolio companies we've had [2:01] and what stages of growth they went [2:04] through and more importantly where they [2:05] got stuck and how they got past it. And [2:07] so we broke it into these 10 stages and [2:09] we made this little kind of quiz thing [2:11] where if you put in your business [2:12] information, it'll tell you where you're [2:13] at and the most important part for you, [2:15] what to do for each of the functions of [2:16] the business across product, marketing, [2:18] sales, customer success, recruiting, IT, [2:20] human resources, and finance. And so no [2:22] matter what you're struggling with, [2:24] someone else has already struggled with [2:25] it and solved it. And so I'd like to [2:27] give you this thing absolutely free. You [2:28] can go to acquisition.com/roadmap, [2:30] plug in your business information, and [2:32] if you want us to actually help you [2:34] deconstrain the business and you're [2:36] trying to scale, we'd love to help you [2:37] out on the thank you page. You can just [2:38] book a call with my team and we will [2:41] look at the business, see if we can [2:43] help. And if we can, we'll invite you [2:44] out to Vegas and we'll do this in person [2:46] live.

===FILE=== JfbtySq6_B4 - Sell Anything To Anyone With This Unusual Method.txt
https://youtu.be/JfbtySq6_B4
Sell Anything To Anyone With This Unusual Method

[0:00] what's going on everyone really pumped to tell you one of my strongest and most powerful tactics in persuasion [0:07] that allows you to use integrity to increase the trust in your prospects by owning all of your deficiencies with a single statement [0:16] all right so uh many times if you're thinking about how you're selling someone the degree to which they will buy is directly correlated with how much they [0:24] trust you especially in a b2b scenario where if i said hey for every dollar you give me you'll make 10 back [0:31] if i if someone truly believed that then every single person would buy from me right because there's no logical reason not to so underpinning that is whether they [0:39] believe me or not and that could be within the context whether they believe in themselves versus the system versus the world there's other sub beliefs there but fundamentally if those three things are aligned and [0:47] they truly believe in their core then they're going to buy which is the same reason that when you have a referral that gets on the phone with you it's so easy to close them because the [0:56] person who referred them has already imbued you with trust they've already vouched for you and so the person comes in with sky high trust and really just you just need to [1:05] get out of their way so they can make the purchase and so i learned this tactic from eminem in eight mile um and uh you can see it at work and [1:13] i'll give you a couple of prominent examples but it's using the word but all right and this is the concept of damaging admission which is probably my [1:21] single favorite uh technique to use in persuasion because it allows me to be even more honest than [1:29] i otherwise would be in a world of like charlatans where people are always making huge promises and making huge claims and never kind of [1:37] being real and authentic with people you stick out like a sore thumb in a good way right and so let me give you a statement really quickly um and then we're gonna i'm gonna show [1:46] you how to how to reverse it in order to make it more persuasive so let's say i said um i'm going to make you [1:54] uh you're going to make a ton of money if you work with me but it's going to be a ton of work there's going to be hundreds of hours of videos you're going to have to go through [2:02] um there's five hours a day that you're going to have to spend you know to execute each of the things that i'm going to tell you to do [2:11] right what happens is in that statement i directed your attention to all of the things that you're going to have to do right $100M Leads: How To Get Strangers To Want To Buy Your Stuff (Hardcover) acquisition.com [2:19] now if you noticed it was positive statement but negative statement now if you reverse these things [2:26] and go negative statement but positive statement the butt acts as an amplifier for the second half let's try it on [2:34] listen if you sign up for gym launcher you sign up to work with me you're gonna have to go through hundreds of hours of videos you're gonna have to take five hours a day [2:42] you know to work and do these things but you're gonna make more money than ever in your life the thing is is that [2:49] but and then the statement when i say something negative if i was on a date for example and i was trying to persuade a young lady you know back in the day before i was [2:57] married i might say something like listen you know sometimes i have a temper um i can be [3:04] i can be short at times i don't have a ton of time to get dedicated to a relationship right now because my business is taking up the [3:11] majority of my time but i'm absolutely fantastic in bed right if i said something like that the thing is is the more negatives i can [3:20] say in the beginning the more believable the thing that i say right afterwards is right and so if i own all of my negatives which is why i love this [3:28] because be truthful in the things that you're saying that are negative and the more true they are and the more damaging they are the more [3:37] believable the thing that comes after the sentence all right and so the way to use but because everything that happens here [3:44] after the word but is amplified all right and everything [3:52] that is before the word but is diminished so you have so the good thing is you can actually control [4:00] 4 minutes where your prospect's attention is going so this is where we're where we're directing them it's after the word but and so [4:07] i do this sometimes um you know the word because is actually really similar too to this in a different way i'll use it in another video [4:15] but uh if if i say something really horrible um i'm trying to think of something else uh [4:23] let's see here uh i'm i'm really hard to live with um i i absolutely do no house chores [4:31] whatsoever but whatever i say right now is something that you're going to believe right and so when you use this to your [4:39] advantage and you weave this into your copy especially as you get closer to your call to actions people will believe you and [4:47] fundamentally this is what will make your copy so much more persuasive right like for example gym launch has tons of one star reviews we also have [4:56] but we also have thousands of five stars right and so the question is whether you want to eat at a restaurant that has 4.7 [5:04] you know stars with 3 000 ratings or you would need at a place that has five stars with 19 right i would rather you the 4.4.7 star [5:12] same thing would you buy on amazon right because the damaging admissions the reviews that are negative give credence to the things that are positive so let me give you a really famous [5:20] example that viagra had and some of you guys may know this commercial but it's literally it it crushed for them right some of you [5:29] guys may remember that they had a warning label at the end of their advertisements that said if an election lasts longer than four [5:36] hours you know must contact a medical uh you know professional right and so the beauty is there was a genuine risk [5:44] right but in making the risk they amplified the power of the product every single guy heard that warning and was like i could have an erection for four [5:52] hours like sign me up right and so it would be like the same thing as saying like um you know warning uh you know when you $100M Offers: How To Make Offers So Good People Feel Stupid Saying No (Hardcover) acquisition.com [6:00] 6 minutes sign up and start working with gymloc you're gonna massively increase your tax burden all right so like like we we are not liable for the amount of taxes that you're gonna have to pay as a result of [6:08] the amount of money we're gonna make right so it's it's the negative consequence of the positive that amplifies the believability of the statement if we're warning people [6:17] that the extreme adverse effects of the of the of the result that we're promising in an extreme fashion then it makes the the the underlying [6:27] believability of whether or not they're going to achieve it seem assumed right and then it makes the entire set of of [6:34] sentences or the preceding argument um more uh persuasive right and believable and so ultimately um this is one of my [6:42] favorite persuasion tactics and i love it because it's so based in integrity right you're just saying all of the things that someone is going [6:51] to find out eventually you might as well use those things to increase the persuasiveness of your argument right and so i wanted to leave this with you i [6:58] hope you found it valuable keep keeping awesome try it in your copy try it when you're presenting something in a sales presentation and i guarantee you [7:06] um you will have a prospect who believes you much more and is more likely likely to buy so lots of love and i'll catch you on the flip side but

===FILE=== JghwiajIUlY - $718 Spent, 0 Leads What This Solar Business Did Wrong.txt
https://youtu.be/JghwiajIUlY
$718 Spent, 0 Leads: What This Solar Business Did Wrong

[0:00] I uh we did 560k in rev last year [0:04] but the issue is we lost about 90% of [0:06] our leads. Um 70% came from [0:10] lead generation companies. The other 20% [0:14] came from doortodoor. Other 10% was [0:17] referral based. [0:18] What do you sell? [0:20] Google PPC. [0:23] We do solar and battery storage systems [0:26] to anybody that basically makes over [0:28] 150k in income. [0:29] Got it. Yeah. Yeah. Yeah. I saw your [0:30] comment in the group. I think I [0:31] responded. Um [0:33] yes, you did. [0:34] Okay, good. What' I say? [laughter] [0:37] Okay, so [0:38] something that helped a little bit. [0:39] Oh, good. That's helpful. I'm glad to [0:41] hear that. Okay, so 70% of the uh 70% of [0:44] your leads are coming from lead you buy, [0:46] right? So, you got brokers [0:47] and then and then you've got door todoor [0:49] for 20. [0:51] Yes, but we we were funneling through so [0:53] many sales reps for the last 24 months. [0:55] We got to like 15. Yeah. [0:56] So, we just dropped that and we tried to [0:58] start doing the Google PPC because [1:01] the lead generation companies we were [1:02] using went out of business. [1:04] Oh, word. Oh, [ __ ] Well, dude, were the [1:06] leads good? Was it fine? [1:08] Uh, from the lead company? Yes. [1:12] Okay. [1:13] But we got some insight from a company [1:16] that we're actively competing with [1:19] that's a lot bigger than us. So, like a [1:20] behemoth. [1:21] Yeah. [1:22] And they told us that Google PVC would [1:25] work and kind of like the intermingling [1:27] content and stuff together. But I don't [1:30] know if our offer is right. We've been [1:31] running ads for [1:34] 10 days. We spent like 718 bucks, no [1:36] leads, 2,000 impressions, 115 clicks. [1:40] Well, yeah. Something's wrong. [1:41] I don't know where to go. [1:42] Yeah. So, uh, let me before I jump into [1:44] that, the business that went out of [1:47] business that was giving you leads. What [1:49] happened to the team? [1:52] Um, I don't know. They were all [1:55] virtual. So, I I think they had [1:56] nearshore people, but I don't I don't [1:58] know where to find those guys. [1:59] I mean, you had a rep there, right? I'm [2:01] sure you got a couple people's phone [2:02] numbers because if it was small enough [2:04] to go out of business, right? [2:05] I did. [2:06] I think that the guy started another [2:09] lead generation company, but their [2:11] uptick in lead volume has been very [2:12] slowed. [2:14] Okay. Well, I'll tell you, if I were in [2:15] your shoes, I would reach out and try [2:17] and get a hold of everyone in that [2:18] company and try and find the person who [2:20] was actually running the stuff for your [2:22] account and offer him a job today. [2:25] Okay. And then [2:27] cuz he obviously was getting you leads [2:28] that was actually working. So, I'm like, [2:29] let's go get that guy one. [2:32] Yeah. The issue is that we saw is that [2:34] they're all pushing the free solar [2:36] narrative and solar is not free. So it [2:38] brings in a ton of unqualified people. [2:41] You mean because the R&D credits [2:42] expired? [2:45] I mean I guess but this it just brings [2:48] in people that are just BSers. [2:51] Me [2:54] because we we so so solar is super [2:57] custom [2:58] and it has been but the narrative has [3:00] been get in home. We can't give you a [3:02] price till we get it home. So our [3:04] thought is we design three packages, run [3:06] Google PPC to those packages [3:09] and just try to get people that way. [3:12] Well, [3:13] but I don't know. [3:13] I would say your current way isn't [3:14] working that well, right? [3:16] No, I mean we started it ago. [3:19] So whenever I'm going to get into like [3:20] if there's a behemoth in your space, I [3:23] replicate before I iterate. So, I would [3:25] copy the existing thing before I get [3:28] cute because like new always sucks. [3:33] Yeah. [3:35] No, seriously, like think about think [3:38] about the the apps in the app store. [3:39] They've been the same for like 20 years [3:41] because like new sucks always. So, it's [3:44] like we don't earn the right to do new [3:45] things until we are until we replicate [3:47] what already works. Also, I think [3:50] the behemoth that we're dealing with is [3:54] the behemoth is called Good Faith [3:56] Energy, but they are $30 million company [3:59] and they pride themselves on number one [4:01] solar company in Texas. [4:03] Okay. [4:03] Tesla Power Wall. That's really it. They [4:06] really cling to Tesla heavily. [4:08] Okay. So, [4:12] but where do I go? Just [4:13] Well, that doesn't matter and run with [4:14] it. [4:15] Yeah. I mean, you sell batteries, right? [4:17] You saw the same deliverable, correct? [4:20] Yeah, we're we're certified with all the [4:22] same people. [4:23] Is the product better? [4:26] No, it comes from the same place. [4:28] Okay. So, it's the same. [4:30] Yes. [4:30] Okay. So, if you have the same thing, [4:32] how do you beat somebody? [4:35] More money. [4:36] No, no, no. It's a real question. If you [4:38] have the same If you have every dude, if [4:40] you've learned anything from my content, [4:42] every player on the field always has an [4:43] advantage. So, what are your advantages? [4:46] We can install anyone with under 60 [4:48] days. [4:49] Speed. So you're faster than them. [4:52] Mhm. [4:53] Okay. So you got speed number one. What [4:55] about ease? Can you do anything for them [4:57] that's a little bit more white club than [4:58] they do? [5:05] I would say communication. That's been a [5:06] big thing in store. [5:07] Yeah. Can I give you a hint? [5:10] Yes. [5:11] You can have my cell phone. I'm the [5:12] founder. These guys are these big [5:14] behemoths. They don't care. You're just [5:15] a number. [5:17] So like you should always be able to [5:18] beat these guys because you're not [5:19] actually competing against the behemoth. [5:20] You're competing against account rep [5:22] number seven. [5:24] Yeah, that's very true. [5:25] Right. So you'll beat them on speed. [5:28] You'll beat them on service. What else? [5:34] I mean price, but [5:35] I don't want I don't want I want I don't [5:37] want you to win on price. [5:40] Just do it on speed and do it on [5:42] service. And I would replicate the offer [5:44] that we already know works. [5:47] Okay. I mean, I think we have a good [5:49] base. We got 65 reviews on Google. Good. [5:51] I've got 15K followers on Instagram, 200 [5:54] on Tik Tok. So, I figured I could do [5:55] something with it. [5:57] Yeah. I do think that long term it makes [5:59] more sense for you to use the Instagram [6:00] to go attract doortodoor guys. [6:02] Personally, [6:03] I think it's higher leverage. One sales [6:05] guy's going to make you a million bucks [6:06] a year. One uh you know, one uh one [6:10] lead's not going to be worth very much, [6:11] right? From a house household [6:13] perspective. [6:15] No, I mean revenue you're looking [6:16] between like 40 to 70, but [6:18] say it again. [6:19] Gross profit before [6:21] um average ticket is like 40 to 70k, but [6:24] that's before paying for everything. [6:25] Yeah. Yeah. [6:26] Net sales rep be like 10. [6:28] Yeah. Per sale. Right. So it's like I'd [6:30] rather go get a node that generates [6:32] sales, which is salesperson who [6:33] consistently can bring me give me [6:35] people. Now, you said you shut your door [6:36] to door down, which I'm I'm not even [6:38] going to touch for now. But as I see [6:42] this, here are my steps. Step number one [6:45] is we got to get the to the greatest [6:47] degree possible job offer, the people [6:49] who used to work your account that were [6:50] getting you leads that were working. [6:51] Thing number one, and just like just do [6:53] whatever you can to go get in touch with [6:55] those people because whenever I have [6:55] something that works, I never want to [6:57] let it go. Right? Once you have a flow, [6:59] never let it go. Oh, that rhymed. There [7:00] you go. There you go. Little Svante. [7:02] Little little rhyming action. Okay. So [7:04] job offer that guy number one. Number [7:05] two is we got to replicate the existing [7:07] offer from a lead genen perspective. Now [7:10] when we win in the paint, we're going to [7:11] win on the things that we have which is [7:13] going to be speed and service. [7:17] Now what I would do is do you have a [7:19] manager who comes by and does like the [7:21] the tour walkound once the person um [7:26] uh gets the stuff installed, the battery [7:28] installed? [7:29] Oh yeah. Like a like a post sale survey [7:32] type thing. [7:32] Yeah. Yeah. So, what I would do when [7:34] that person [7:35] Well, actually, what I want you to do is [7:37] actually have your manager or like the [7:38] the crew runner, whatever, have that guy [7:42] director. [7:42] Yeah, exactly. Have that guy swinging by [7:44] and say, hey, how is the service? [7:46] They're going to, you know, how is the [7:48] how are the guys? They're going to say [7:49] great or whatever. And then you're going [7:51] to say, hey, you know, uh, ownership [7:53] gives the guys a little spiff if you [7:54] leave a review. I know it would mean the [7:55] world to them. Uh, and so people are [7:59] more likely to give a review because the [8:00] people were there and they know that [8:02] it's going to help those guys out. It's [8:04] like, hey, you know, John and Dan, you [8:05] know, they got families. It helps them [8:07] out. If if you think they did a good [8:08] job. If you leave them a review and put [8:09] their name in it, it would mean a lot. [8:10] The owner spiffs them a little extra. [8:14] Okay. And then what if [8:17] and just have that guy give a thank you [8:18] crew thank you gift from the crew before [8:19] asking for it. [8:21] So, hey, the crew got together, said you [8:23] guys were an awesome homeowner. Here's [8:24] the $50 thing. you know, just thanks for [8:27] being, you know, we get a lot of crazy [8:28] people, so you were awesome. Thank you. [8:31] Yeah, that'd be great. That's a good [8:32] point. [8:33] Okay, [8:34] my last question would be to your first [8:36] point [8:37] where you said hire the person. If I [8:38] can't hire them and they've they started [8:41] another company, if their uptick is [8:43] slower, should I just try to beat [8:45] everybody out to buy those leads? [8:47] Yeah. Make a commitment. Say, "Listen, [8:49] you're starting your business. I'm a [8:50] small business owner, too. We're in this [8:52] together. If I succeed, you succeed. The [8:54] more good leads I get, the more I can [8:55] buy from you. [8:57] Okay. [8:58] You're too small for these guys. They're [8:59] not taking you seriously, but you're [9:00] just big enough for me. [9:02] Yeah. No, because they're getting all [9:03] their traffic. [9:04] That's not what she said. Okay, keep [9:06] going. Sorry. [9:07] No, I was just saying the behemoth is [9:10] getting all their traffic funneled to [9:11] their [9:11] Yeah. [9:12] contact page on their website based on [9:14] their thousand reviews that they get. [9:16] Yeah. So, we got to get your reviews up. [9:18] But you always have the best position, [9:19] which is that like listen, you're at at [9:21] the behemoth, you're going to be, you [9:22] know, house number 278. With me, you got [9:24] all my attention. I'm here. Something [9:26] breaks, call me. Like, every single one [9:29] of these reviews makes a huge difference [9:30] in my life and my family stuff. I'm make [9:31] sure I'm going to take care of you. [9:33] Okay. So, actionable steps is [9:36] hire that person or go in with them, [9:40] get all their volume. Step two is [9:44] replicate the offer. [9:45] One more time. [9:45] Replicate the offer. [9:46] Replicate the offer. Number three is win [9:48] on speed director go to the site post [9:50] install. [9:51] Yes. And win on speed and service. [9:53] That's your angle. [9:55] So you don't compete on price. Got it. [9:56] Cool. [9:57] Dude, you are awesome. [9:58] You're awesome, dude. I appreciate you. [10:00] Thank you so much for everything you put [10:02] out, man. That's great. [10:02] You bet, dude. Let me know how it goes. [10:04] I'll see you in the group. [10:04] Yes, sir. Take care. [10:05] All right. See, if you're a business [10:07] owner and you are not growing as fast as [10:09] you'd like, I'd like to give you a free [10:11] gift. So, my team and I put together the [10:13] $100 million scaling road map, which is [10:15] basically 200 hours of us looking over [10:17] all the portfolio companies we've had [10:18] and what stages of growth they went [10:21] through and more importantly where they [10:22] got stuck and how they got past it. And [10:24] so, we broke it into these 10 stages and [10:26] we made this little kind of quiz thing [10:28] where if you put in your business [10:29] information, it'll tell you where you're [10:30] at and the most important part for you, [10:32] what to do for each of the business [10:34] across product, marketing, sales, [10:35] customer success, recruiting, IT, human [10:37] resources, and finance. And so no matter [10:40] what you're struggling with, someone [10:41] else has already struggled with it and [10:43] solved it. And so I'd like to give you [10:44] this thing absolutely free. You can go [10:46] to acquisition.com/roadmap, [10:47] plug in your business information, and [10:49] if you want us to actually help you [10:51] deconrain the business and you're trying [10:53] to scale, we'd love to help you out on [10:55] the thank you page. You can just book a [10:56] call with my team and we will look at [10:58] the business, see if we can help, and if [11:00] we can, we'll invite you out to Vegas [11:01] and we'll do this in person live.

===FILE=== JgzGbEkr_yM - Why Your Next Business Always Grows Faster.txt
https://youtu.be/JgzGbEkr_yM
Why Your Next Business Always Grows Faster

[0:00] Whenever I whenever I go into a room of [0:01] entrepreneurs, I say, "Hey, who here is [0:02] on more than is is on their second [0:04] business or beyond?" And like almost the [0:06] whole room raises their hands. I'm like, [0:07] "Okay, cool. Now, of those of you who [0:09] are on your second business and beyond, [0:10] who here, your current business grew way [0:12] faster or past uh your first [0:15] businesses?" And like almost the entire [0:16] room raises their hands. And I I always [0:18] think like, so why is that? And so I [0:21] think that at the most basic level, it's [0:23] pattern recognition, but especially when [0:25] it comes to talent. And so like if you [0:27] think about building like let's say a [0:28] million- dollar business it's like first [0:30] you have us you have some marketing [0:31] function you have some sales function [0:33] you have some delivery function you know [0:35] whatever uh you know across the board [0:37] and for the first time ever when as soon [0:39] as you know maybe a million maybe it's [0:41] three million a year whatever it is like [0:42] it's not you anymore like somebody else [0:43] has to do some of this stuff and so you [0:45] f you get your first pattern recognition [0:47] of like oh this is somebody who can do [0:48] some advertising this is some person who [0:50] can do some sales this is a person who [0:52] can do some low-level management this is [0:53] a person who can do some uh you know [0:55] some delivery or whatever. And so, and [0:57] you basically keep struggling and keep [0:59] plateauing at that level until you find [1:00] that one person who's like competent and [1:02] then you're like, "Oh [1:03] [snorts and clears throat] my god, you [1:04] can do the job. This is amazing." And [1:06] then the business grows until that next [1:07] level, you know, that next constraint. [1:09] And so then across the board by [1:10] department, one by one, it's like you [1:12] have these six month, 12-month periods [1:14] where you go through interviews and [1:16] interviews and hiring and onboarding [1:18] just to see if this person's competent. [1:19] And then whenever they're not, you're [1:21] like, I have to start over again. And [1:22] then the business basically stays where [1:24] it's at. And so I think that um I think [1:27] the the more experience we've had on [1:29] each of these roles of like this is what [1:30] you know SDR looks like. This is an SDR [1:32] manager looks like. This is what a [1:33] closer looks like. This is what a senior [1:35] closure looks like. This is what a [1:36] closing manager looks like. This is what [1:38] um this is what a a director of sales [1:39] looks like. This is what a VP of sales [1:41] looks like. Like it took me time to [1:42] learn each of these levels and AC [1:43] obviously do that across departments. [1:45] But then after that point when you go [1:47] these new the new businesses you go [1:48] after you're not even building the [1:49] business. You're just assembling it. [1:51] Real quick, if you're a business owner [1:52] and you are not growing as fast as you'd [1:54] like, I'd like to give you a free gift. [1:56] So, my team and I put together the $100 [1:58] million scaling roadmap, which is [2:00] basically 200 hours of us looking over [2:02] all the portfolio companies we've had [2:03] and what stages of growth they went [2:05] through and more importantly where they [2:07] got stuck and how they got past it. And [2:09] so we broke it into these 10 stages and [2:11] we made this little kind of quiz thing [2:12] where if you put in your business [2:13] information, it'll tell you where you're [2:15] at and the most important part for you, [2:17] what to do for each of the business [2:19] across product, marketing, sales, [2:20] customer success, recruiting, IT, human [2:22] resources, and finance. And so no matter [2:24] what you're struggling with, someone [2:26] else has already struggled with it and [2:28] solved it. And so I'd like to give you [2:29] this thing absolutely free. You can go [2:30] to acquisition.com/roadmap, [2:32] plug in your business information, and [2:34] if you want us to actually help you [2:36] deconrain the business and you're trying [2:38] to scale, we'd love to help you out on [2:39] the thank you page. You can just book a [2:40] call with my team and we will look at [2:43] the business, see if we can help, and if [2:45] we can, we'll invite you out to Vegas [2:46] and we'll do this in person live.

===FILE=== K8I067HAF9Q - What Makes Business So Difficult, and How to Win Anyways.txt
https://youtu.be/K8I067HAF9Q
What Makes Business So Difficult, and How to Win Anyways

[0:01] I before we hopped on the chat was [0:04] frozen because we have this like screen [0:06] thing that I can see the chat, right? Um [0:09] and there was like six chats from the [0:11] last time that were like frozen on the [0:12] screen. And one of the guys said, um, [0:16] I've got $1,000 and 800 old contacts. [0:20] What would you do if you were me [0:22] starting a real estate business? [0:25] And I [0:27] read that and I've basically been [0:28] thinking about it this entire time while [0:30] I've been making those two other videos. [0:32] And so I wanted to talk to it because it [0:34] kind of moved me a little bit. [0:37] What I want to like what I want to [0:40] explain is it's it's so [ __ ] hard. [0:46] And [0:48] when I say it, I'm saying like when you [0:51] start out in business, it's unbelievably [0:55] hard. [0:56] And the reason that business owners at [0:59] the highest levels get compensated the [1:01] way they do is because they were able to [1:04] make it through that period. They earn [1:07] the right to earn above average. They [1:11] earn the right to earn more in a day [1:14] than people earn in their lifetimes. [1:17] And I think there's a sort of spiritual [1:20] strengthening. And that's probably words [1:21] you wouldn't normally say. So maybe I'll [1:23] use my behavior frame, which is that you [1:25] have to learn how to behave in hard [1:29] circumstances so that you can continue [1:32] to make it through the hardships that [1:34] will inevitably come as you grow. And [1:38] growth comes from a deficiency between [1:41] your current and desired or your current [1:44] and required. You need to be here and [1:47] you're here. And that stretch hurts [1:50] because you're inadequate. You have to [1:52] look at yourself in the mirror and be [1:53] like, I'm not good enough. And they call [1:56] them growing pains for a reason. And so [1:58] if you're like, man, I wish I could grow [2:00] really fast. You're actually wishing for [2:01] a tremendous amount of pain for an [2:03] extended period of time. And then when [2:05] people don't have their they hit their [2:07] first pain, they're somehow surprised [2:09] that it hurts. And the thing of the pain [2:11] of business is it's not just like this [2:13] this visceral physical pain. Of course, [2:15] you have those from time to time, but a [2:17] lot of the pain of being in business is [2:19] not knowing the [ __ ] you're doing and [2:20] feeling like an idiot being like, why am [2:22] I not good enough? Why do these other [2:25] people why are they doing so much better [2:26] than me? Like what what conclusions can [2:29] I drive derive from that? There's only [2:31] one of two paths. Either I have [2:32] something outside of my my control that [2:34] I can cast my blame to. Or I have to [2:36] take the punch to my ego and say, "I'm [2:38] just not that good. That guy is better [2:40] because he's unethical." Okay, sure. If [2:43] that's what makes you feel better, and [2:45] now what? [2:47] And so the things that make it hard is [2:49] that one, you have to accept that you're [2:51] not good. And you have to do it over and [2:52] over and over again. Right? When you [2:54] think you're good again, you pro like [2:55] the world proves to you that you're not [2:57] as good as you think you are. And and [3:00] this happens at all levels of business. [3:02] And you get like the same thing is when [3:03] you have those plateaus. It's been a [3:05] year, it's been 2 years, it's been 3 [3:06] years, right? And you've been stuck in [3:08] this in this gear like it means that you [3:11] haven't changed. You've behaved the [3:13] same. And so you're getting the same [3:14] outputs. And the change is painful. And [3:17] sometimes the the painful change means [3:19] that you actually have to take two steps [3:21] back. And your ego not only has to get [3:23] hurt, but hurt even more because you [3:25] have to realize that you built your [3:26] thing wrong. You hired the wrong leader. [3:28] You have the wrong team culture within a [3:30] department. What do you do? Well, you [3:32] either leave it there and stay stay [3:34] perpetually under your potential because [3:36] you weren't willing to confront the [3:38] difficulty of the inconveniences that [3:40] are going to come to you as a result of [3:42] making the changes that you know you [3:43] need to make but aren't making. [3:46] And so I I bring this up because like [3:49] everyone humans like we're so [3:52] interesting in that we believe that [3:53] we're the first people to ever love the [3:55] way you've loved. To feel the pain that [3:57] you felt. To feel ignorant. To feel [4:00] unwanted. To feel not enough. Like we [4:03] feel like we're the only people who [4:04] experience this. Like our our pain is [4:06] more than other people's. Our love is [4:07] deeper than other people's. [4:10] But when we do that, we rob ourselves of [4:12] the ability to learn from others that [4:14] came before us. the other people who [4:16] already learned what this is like, [4:18] who've described the pain. And listen, [4:20] even if you even if you try to take as [4:22] much advice as you possibly can, you're [4:23] still going to get burned. It's still [4:25] going to hurt. And in the earlier days, [4:28] like I have yet to see somebody who who [4:30] who takes again, and I'm talking about [4:33] I'm talking about homo sapiens. I'm not [4:34] talking about Elon Musk, all right? I'm [4:37] not talking about Mark Zuckerberg, you [4:38] know? I'm not talking about Bezos. I'm [4:40] talking about homo sapiens. I'm talking [4:42] about flesh and blood, people who are [4:43] made of of the of of normal folks. All [4:46] right? [4:50] I have yet to see someone [4:54] really start figuring out what's going [4:55] on in less than five years. And I'm [4:57] saying five years of being in the game. [4:59] Not five years of I have an idea. I'm [5:01] really passionate about this. I've been [5:03] reading stuff on the side. I work on the [5:05] weekends. I'm saying I'm allin for five [5:08] years. [5:09] And you just start. you just begin to [5:12] get a grasp of what it takes to to be [5:16] good at business. And the difficulty is [5:18] that it's so hard to teach business in [5:21] school because it changes so much. The [5:24] principles remain the same, but the game [5:27] changes, right? And I'll say I'll say [5:30] one of my one of my favorite quotes from [5:31] The Wire. Um, Cuddy, who is a uh, you [5:34] know, who was muscle for one of the [5:36] gangs, comes out after like doing a [5:37] murder hit taking a murder charge. Um [5:41] anyway gets out gets out, you know, 15 [5:43] 15 years later, whatever. Um and he goes [5:45] back and he's right back on the street [5:46] and he went back to the gang and he's [5:49] like, "Man," he's talking to the other, [5:51] you know, the other guy who's muscle [5:53] before they're about to go, you know, [5:54] shoot some guys or whatever. And he [5:55] says, he's like, "Man," he's like, "The [5:58] game changed." And Slim Charles says [6:01] back to him right as they're like [6:02] putting their gloves on about to like [6:03] [ __ ] their gun, he's like, "No, man." [6:05] He's like, "The game the same, just more [6:08] fierce. [6:10] And so it's like the level of game [6:14] always continues to rise because the [6:15] players get better. Business is an [6:17] infinite game. And I think that we judge [6:19] ourselves because we somehow believe [6:21] that we're behind other people. It's one [6:23] of the most painful things that we can [6:24] do is that we just obviously you compare [6:26] yourself and then after making the [6:28] comparison there's nothing wrong with [6:29] comparing yourself to other people. [6:30] That's how you figure out discrepancies. [6:32] But then you label then you say and I [6:35] suck as a result and I'm worthless and [6:37] I'm not never going to be good enough. [6:39] Right? But it's the first part is [6:40] valuable. That guy's better at ads than [6:42] me. What is he doing that I'm not doing? [6:44] I should learn that. Right? Not that [6:46] guy's better than me at ads and [6:47] therefore I suck as a human being and [6:49] will never win. So what label do we [6:51] ascribe to that discrepancy? [6:54] And so if we see if we make that [6:55] comparison, right, then we can learn the [6:57] steps to get better. Fine. But if we [7:00] zoom all the way out and really think [7:02] about this because this is a little bit [7:03] trippy. [7:05] The game of business [7:08] has been going on since the dawn of [7:11] time. There were merchants in ancient [7:13] Egypt 5,000 years ago that were in the [7:15] game of business. [7:18] And the game of business will never end. [7:20] It's an infinite game. Who was the [7:23] number one merchant in Egypt 5,000 years [7:24] ago? No idea. Who was the number one [7:27] merchant 4,000, 2,000, 1,000 years ago, [7:31] 200 years ago? No one knows. And so we [7:36] have this idea that we're somehow going [7:37] to become number one. But I'm like, at [7:39] what? At net worth. And then eventually [7:42] your kids become trust fund kids. And [7:45] then that gets divided up 10 more ways [7:47] cuz no one's got game like you. And [7:50] eventually you just you've got, you [7:51] know, eight family members on the Forbes [7:53] list, okay? And none of them are the [7:56] ones that actually made it and none of [7:57] them know how to multiply because they [7:58] aren't in the game. They never learned [8:00] the skills of the game. Like if you see [8:02] the game as constant, only thing that [8:04] changes is the players. [8:07] So my mom used to say this thing which [8:09] was um and this I doubt this is her [8:11] quote but um [8:15] the news is always the same [8:19] only the names change. [8:21] So think about that. So you look at the [8:24] headlines, right? It's like bankers get [8:27] greedy. [8:29] Sounds does that sound like it sound [8:30] like new news? No, they just changed the [8:32] names. You know, jealous husband kills [8:36] wife then self. [8:40] Same same news. It's not even news. It's [8:43] just humans being human. And so business [8:47] news is also the same way. Hot new [8:50] technology comes out, grows really fast, [8:54] find out actually not good, crashes [8:57] quickly. investors lose millions. This [9:00] stuff is the same. It's the same. Like [9:04] boy learns how to sell. Boy learns how [9:07] to advertise. Boy learns how to make [9:09] product. Boy eventually makes lots of [9:11] money. Boy eventually gets old. Tries [9:14] to, you know, give back to a certain [9:15] degree. Becomes a philanthropist. Old in [9:18] his age. Uh retreats a little bit. The [9:21] next kin comes in line. Not as good as [9:24] that person. Maintains. third generation [9:26] destroys. [9:29] It's just humans doing human [ __ ] [9:31] right? And so I say this because a lot [9:33] of the hardship of business is is [9:35] comparing yourself and labeling that [9:37] comparison and saying that I'm not [9:38] better or worse than these people, but [9:40] all the players on the board are going [9:41] to get swapped in a hundred years. All [9:44] the players, the whole board gets wiped. [9:47] The game still goes on, but the players [9:49] change. [9:51] And so I think like if you can, and it's [9:54] not easy. I want to be clear, it's not [9:56] easy. Humans, you know, we're we're [9:57] we're status driven beings. U and that's [9:59] kind of built into how we how we uh how [10:01] we procreate. Um but to the degree that [10:04] you can, if you can, if you can actually [10:07] give yourself a pat on the back, as long [10:10] as you do one thing, which is that you [10:12] stay in the game, [10:14] you keep playing, you keep rolling the [10:16] dice. [10:19] Do you have my offers book? No. Can you [10:21] Is that Is that open? Is there an open [10:23] on that somewhere? Let's see if I can [10:26] grab it. Hold on. Oh, my leg I did legs [10:28] this morning. Hold on. [10:32] I'll read this to you guys because I [10:34] think you guys some of you guys may have [10:36] heard this, but some of you guys may not [10:37] have. [10:39] So, I'm going to read this to you [10:40] because I think it's cool. [10:45] Oh, you know what? I think it's I think [10:47] it's the lead's book. I should know. I'm [10:49] the one who wrote the book, right? [10:53] By the way, if you haven't read these [10:54] books, you should totally check them [10:55] out. [10:57] [sighs] Where is it? Anyone Do you know [11:00] which one has the dice the dice one in [11:02] it? Is that the offers book? [11:06] I think it's the offers book. The [11:08] manysided dice. [11:13] Where's the manysided dice? [11:18] Where's the many sided dice? Do you guys [11:20] know which book it is? It's the offers [11:21] book. [11:27] Where is it? I want to read this. It's [11:29] gonna It's gonna like It's gonna It's [11:30] gonna be perfect. It's perfect thing [11:32] that I want to keep saying here. [11:34] What is it? [11:37] It's leads. [11:39] I should know this, right? I wrote the [11:41] damn book. Here it is. Wow. I literally [11:43] turned to it. Hold. All right. Cameras [11:45] can confirm that. I literally turned to [11:46] it. Wow. Dude, it was me. Dude, the the [11:49] spirit's moving. The spirit's moving. [11:52] All right, so someone besides me wanted [11:54] you guys to hear this. So, [11:58] this is the story of the many sided die. [12:00] So, I wrote this. I didn't hear this. [12:01] This was just like a concept I wanted to [12:03] uh to share. [snorts] [12:05] So, imagine you and a friend play a dice [12:08] rolling game. You're each given one die. [12:11] One of the die has 20 sides, the other [12:14] has 200. On each die, only one side is [12:17] green and the rest are red. The point of [12:21] the game is simple. Roll green as many [12:23] times as you can. [12:26] The rule, sorry, the point of the game [12:27] is simple. The rules of the game are as [12:29] follows. You can't see how many sides [12:32] you have. You can only see if you roll [12:34] red or green. If you roll green, one of [12:37] your sides turns, your red sides turns [12:38] green, and you get to roll again. If you [12:41] roll red, nothing happens and you get to [12:44] roll again. The game ends when you stop [12:46] rolling. And if you stop rolling, you [12:48] lose. So what do you do? You roll. [12:53] When you roll red, you pick up the dice [12:55] and roll again. When others roll green, [12:58] you pick up your dye and roll again. [13:00] When you roll green, you pick up the dye [13:03] and roll again. You keep telling [13:05] yourself one thing. The more I roll, the [13:07] more greens I get. At first, you roll [13:10] green once in a while. But as more red [13:13] sides turn green, the green happens [13:15] more. With enough rolls, hitting green [13:18] becomes the rule rather than the [13:19] exception. [13:21] So what does your friend do? He rolls a [13:24] few times and hits red each time. He [13:26] sees you roll a green and complains that [13:28] you must have a die with fewer sides. He [13:31] reasons, "It's the only way you could [13:33] have rolled green before him. And [13:35] although you did, you also rolled many [13:37] more times. So which is it?" In either [13:40] case, he rolls a few more times in [13:42] frustration and hits a green. But then [13:44] he complains about how long it took. He [13:46] spent more time watching you and [13:48] complaining than actually playing. [13:50] Meanwhile, you've hit your green streak. [13:52] It's so much easier for you. He tells [13:54] himself. You get greens every time. This [13:56] game is rigged, so what's the point? And [13:58] he quits. So, who got the die with the [14:01] 20 sides? Who got the die with the 200 [14:04] sides? If you get the game, then you see [14:07] that once you roll enough times, the die [14:09] you're given doesn't matter. The die [14:12] with fewer sides might roll green [14:14] sooner. The die with more sides might [14:16] roll green later. But a die with a green [14:19] side always has a chance of rolling [14:22] green if you roll it. Every die hits its [14:26] green streak when rolled enough times. [14:29] All of us get a many-sided die. and [14:31] looking at the other players, you have [14:33] no idea if it's their hundth role or [14:35] their 100th,000th. [14:37] You don't know how good other players [14:40] are when you start. You can only see how [14:42] well they do now. But if you understand [14:46] the game, you also know it doesn't [14:48] matter. A few begin playing early, [14:51] others begin much later, the rest sit on [14:53] the sidelines complaining about how [14:55] lucky the players are. I guess so. But [14:59] they're luckier because they play. And [15:01] when they hit red, which they do, they [15:04] didn't quit. They rolled again. Learning [15:07] how to advertise is a lot like the game [15:08] of the benny side of die. [15:11] You don't know if it's going to work [15:14] until you try. And [15:17] no matter how many players there are or [15:19] the number of sides on the die you're [15:20] given, you start to see the only two [15:23] guarantees that the games will give. [15:25] Number one, the more times you roll, the [15:28] better you get. And number two, if you [15:30] quit, you lose. So I I I read that story [15:34] because that's obviously a story of an [15:36] infinite game. You and your buddy get [15:38] given two die. One of you has a [15:40] 20-sided, the other has a 200 sided die. [15:43] You don't know who has which. They're [15:45] all, you know, you don't know how many [15:46] have reds, how many have greens, and [15:49] there's one green on each. you roll it [15:52] and if uh if you hit the red uh nothing [15:54] happens. If you hit green, you get one [15:56] of your many sides that turns green and [15:58] you get to roll again. And the only [16:00] statistical probability there is that if [16:02] you keep rolling enough times, all of [16:03] the sides will turn green on both die [16:05] eventually. But you just don't know how [16:07] many sides the die that you're given has [16:09] on it that are red, which means you just [16:12] don't know how many shots you're going [16:13] to have to take in order to win. And [16:16] that's why having high frustration [16:18] tolerance, having high fortitude, [16:21] having low or high resiliency and high [16:25] adaptability, those skills of mental [16:27] toughness are what allow you to stay in [16:30] the game of business. It's what allows [16:31] you to keep rolling the dice even when [16:33] you get smacked 20 times in a row as [16:35] Reds. Because maybe you have a 2,000 [16:38] sided die, but if you know that the one [16:40] fact of this game is that if you keep [16:42] rolling, you keep playing. And if you [16:44] keep playing, it means you're in the [16:45] game. And if you're in the game, it [16:47] means you've won. Because in infinite [16:49] games, there are no winners and losers. [16:50] There is only players and quitters. [16:55] And so I think that it took me a very [16:57] long time to learn that. And so when you [17:00] are starting out, you are just early. [17:02] You were just you have more reds left to [17:04] roll. You just got to get them out of [17:06] the way. You got to get the failures [17:08] out. It's the only way you figure out [17:09] how to play. [17:12] You just don't want to lose so bad that [17:14] you die. But as long as you don't die, [17:16] you can keep playing. [17:19] And I feel like that actually is a [17:20] pretty hopeful message despite my [17:22] relatively aggressive demeanor.

===FILE=== K8MFC9t7snY - How to get customers to pay forever.txt
https://youtu.be/K8MFC9t7snY
How to get customers to pay forever

[0:00] If you understand the steps that I'm [0:01] about to share with you in this video, [0:03] you will be able to step by step create [0:05] a fortune. If you don't know who I am, I [0:07] cross $100 million in net worth when I [0:08] was 32. We have a portfolio at [0:10] acquisition.com that is $200 million a [0:12] year. Took me way too long to learn how [0:14] fortunes are built. If you imagine the [0:16] amount of people that you have sold in [0:17] your lifetime in whatever business you [0:18] have, whatever it is, side hustles, [0:20] gigs, anything, and you were to instead [0:22] add up all of them together and then [0:24] they continued to pay you month over [0:26] month over month at whatever price you [0:28] sell stuff at, how much bigger would [0:30] your business be? If it were mine, a lot [0:33] bigger. My first big business was called [0:35] Gym Launch. Gym Launch to date has 5,000 [0:38] brickandmortar gyms that have purchased [0:40] the licensing from it. If I had 5,000 of [0:43] those gyms still paying right now, that [0:45] company would be worth over a billion [0:47] dollars. That company is probably worth [0:48] now close to about a hundred million. [0:50] So, I've missed out on about $900 [0:51] million during my career just from that [0:53] one company alone because it took me so [0:55] long to learn what I'm about to share [0:57] with you. The big problem that most [0:58] people have when they are starting their [1:00] business is that they are in the selling [1:02] business, not in the reorder business. [1:04] They don't have recurring revenue. They [1:07] have one-time sales. When you see these [1:09] merch drops and these things where [1:11] people are just selling crap and they [1:12] get the one-time purchase and no one [1:14] buys again, the reason they can't make [1:16] money is because they have no [1:17] compounding vehicle. What that means is [1:19] that if I sell somebody today, I want to [1:21] get credit for that person that I sold [1:23] today in a year. Because what happens is [1:25] if you don't have that, then you're [1:26] always selling for tomorrow. You're [1:28] always selling for the paycheck this [1:29] month. You're always selling to pay rent [1:31] rather than benefiting from a sale you [1:32] made 10 years ago and having that person [1:34] still pay you today. Because the thing [1:36] is that you need to harness time. The [1:38] people who understand wealth understand [1:40] time. If time is a liability against [1:42] you, it means you are thinking like a [1:44] poor person. For the wealthy, time [1:46] becomes an asset because the longer you [1:49] wait, the more you win. And if you [1:51] imagine a business as a wall of glue and [1:54] you're blowing people at it, if you [1:56] never even increase the amount of people [1:58] you sell, let's just say you sell one [2:00] person a week, in 10 years, you could [2:02] have 500 customers every month who pay [2:05] you. And if you have any price point [2:07] that is reasonable, that is a lot of [2:09] money. That is a fortune. And the reason [2:11] people don't have that happen is because [2:13] they don't get it and they're only [2:15] thinking about the short sale for [2:16] tomorrow. The easiest question that I [2:18] like to ask when we're analyzing one of [2:19] the businesses that we're thinking about [2:20] purchasing and is there a way that we [2:22] can get someone to buy this and never [2:24] stop paying for it? Is there a way that [2:26] we can make this so good the moment [2:27] their card changes or they get a new [2:29] credit card, they call us ahead of time [2:31] because they don't want to stop [2:32] receiving value. If your phone gets [2:34] changed to your phone carrier and your [2:36] credit card goes out, what do you do? [2:37] You call your phone carrier and you [2:38] replace it because the value is there. [2:39] If your credit card goes out, what do [2:41] you call Netflix? You're going to make [2:43] sure that your car goes through. If your [2:44] utilities go out because your car [2:46] doesn't go through, you [ __ ] pay it. [2:47] If your rent doesn't go through, you [2:49] make sure that it's paid on time because [2:51] these are things you cannot live [2:52] without. The goal is to figure out a way [2:54] to make our value so high that people [2:57] don't want to stop paying. You want to [2:59] be in the reorder, not the order [3:01] business. There are recurring revenue [3:03] businesses and reoccurring revenue. So [3:05] this applies whether you have a [3:07] subscription business or you have a [3:08] one-time purchase business. The point is [3:10] that people come back. Facebook is a [3:12] massive company. They do not have a [3:14] recurring revenue model. They have a [3:16] reoccurring revenue model. Meaning I go [3:19] to the Facebook store today, I buy some [3:21] eyeballs and tomorrow I might go back [3:23] again and buy more eyeballs. I don't [3:25] have a subscription but I reorder over [3:27] and over and over again. The question [3:29] that I ask the portfolio companies that [3:31] when we're trying to grow them early on [3:32] and really get the product to be [3:34] exceptional is if tomorrow you could not [3:37] market anything, you could not get any [3:38] new customers whatsoever and the only [3:40] thing you had were the customers you [3:41] have today and any new customer that you [3:44] get could only come from referral and [3:46] word of mouth of the people you have [3:48] right now. How differently would you [3:49] treat them? How different would their [3:51] experience be? And how much better would [3:52] your product be if the only way you [3:54] could get new customers was them sending [3:56] new business your way? When you start [3:57] thinking like that, you start thinking [3:59] like the wealthy, not like the poor who [4:01] are always in a rush for the next sale, [4:03] the next paycheck. Because the reality [4:04] is you don't get customers to make [4:06] sales. You make sales to get customers. [4:09] It's an important distinction. We only [4:11] transact in order to create the [4:12] relationship so that we can have revenue [4:14] again and again and again. You want that [4:16] customer to exist like a node of revenue [4:18] in your business that pumps money your [4:21] way month after month after month. So [4:24] the big issue is that the stuff that [4:25] most people sell sucks. They're [4:27] constantly focused on promotion. They're [4:28] constantly trying to find the next [4:29] customer because they haven't confronted [4:31] the real issue is that you're just not [4:32] that good. And that's okay. But the [4:34] problem is that you're not focusing on [4:36] the hard work, which is getting better. [4:37] There are three steps that you look at [4:39] when you're actually trying to scale a [4:40] business. You want to go to zero to a [4:41] million, make a couple million bucks a [4:42] year. You can just promote and sell [ __ ] [4:44] all day long and never build real [4:46] wealth. For me, I want to build a [4:48] fortune. And the only way to build a [4:49] fortune is to get people to never stop [4:51] paying you. If that is our goal, we only [4:53] need to learn how to promote as much as [4:55] we just need people to start trying our [4:57] product. The point of making the first [4:58] sales is to get customers. The point of [5:00] those first customers is to give you [5:02] feedback. And you keep getting feedback [5:04] and not even caring too much about how [5:06] hard you're marketing because the goal [5:08] is to get the product and service better [5:10] and better and better. And this is why [5:12] most people can't scale because they [5:14] start selling a little bit and say, "Oh, [5:16] I should promote even more." But the [5:18] problem is they never fix the product. [5:19] They keep selling more and more [ __ ] [5:21] And then what happens is if you sell 100 [5:23] people this month, you have to sell 100 [5:24] people next month just to maintain. And [5:26] then the month after that, if you bump [5:28] to 200 new sales a month, then the next [5:29] month you have to sell 200 just to [5:31] maintain. But if you have 10 customers a [5:34] month and they never leave you, in 5 [5:36] years you have 600 customers a month [5:38] that are paying you only with 10 new [5:40] customers a month. When you get [5:42] customers who do not leave you, you can [5:44] afford any marketing. You can afford to [5:46] outspend everyone. There's a company [5:48] that we're about to make a huge [5:49] investment in and right now their [5:51] lifetime value per customer compared to [5:54] their competition is 10x and their cost [5:57] to acquire customer is the same as their [5:59] competition. Who's going to win in a [6:02] bidding auction for who can buy the next [6:04] customer on Facebook or YouTube or pay [6:06] for the eyeballs between them and their [6:08] competitors? But win every time because [6:09] when you get that right, everything else [6:11] is easy. Step one is you promote just to [6:14] get people to become customers. promote [6:16] it so that you get the first C which is [6:18] consumption. The second piece is that [6:20] actual improvement loop. What happens is [6:22] when their business gets hard, when they [6:24] hit a plateau, when people can't grow [6:26] anymore, they do one of two things. They [6:29] start marketing more, which is crazy cuz [6:31] it means that more people find out about [6:32] the stuff that you sell that sucks. Or [6:34] they create another product. If people [6:36] don't consume your product, people don't [6:37] consume your service. It's not that [6:38] they're numbuts. It means that you suck. [6:41] Means you have created such a difficult [6:42] experience for someone to interact with. [6:44] you made it so difficult for someone to [6:46] onboard that they never even experienced [6:47] the benefit. The amount of people that I [6:49] hear, especially in the in the internet [6:51] space, who are like, "Oh, these people [6:52] don't work hard. They never follow [6:54] through." Does Amazon complain about all [6:57] the service tickets they get? No. [6:59] Because they fix the products. They [7:01] spent the time to keep solving problem [7:03] after problem after problem until there [7:05] were almost no problems left with the [7:07] product. Taking full responsibility and [7:09] saying, "You know what? We can make this [7:10] better." And the way you do that is [7:13] through surveying the customers to [7:15] figure out what you can do better. [7:16] Looking at their client experience, [7:18] looking at the results, seeing if you [7:20] can make it happen faster, seeing if you [7:21] can make it happen easier, making sure [7:23] that you've added so much value that [7:25] there's no one else that they can [7:26] compare your product to. You keep doing [7:28] the feedback loop on those customers [7:30] until you get a product where people are [7:32] referring business to you. To add the [7:34] cherry and sprinkle on top, you make it [7:36] harder to leave. And if you're in a B2B [7:38] situation, you want to add in collateral [7:40] or controlling the money flow. If you [7:42] work with Stripe, they probably process [7:44] your money. They control the money flow. [7:46] They don't worry about the client cards [7:47] cuz they collect your money for you up [7:49] front. The person who controls the money [7:50] has leverage. And then once you crack [7:52] that, once you say, "I'm only going to [7:54] sell so that I make sales to get [7:55] customers. I'm going to continue to [7:57] improve and iterate the same product [7:58] over and over and over again until the [8:00] point where I have so many people who [8:02] are coming to me because of how good it [8:03] is. Then I'll put gas on it and spend as [8:06] much money as I can on the marketing [8:07] because now I can outspend everyone in [8:09] the same marketplace. I'm making 10 [8:11] times 100 times more than my competitors [8:14] because when people buy from me, they [8:16] don't want to stop. But most people do [8:17] it in reverse. [8:19] They sell as many as they possibly can, [8:21] burn all the goodwill they have, and [8:22] then come out with another product, put [8:24] a lots of hype around it, sell a bunch [8:25] of them, and then do it again and again. [8:27] But they cannot build a compounding [8:29] vehicle of enterprise value. Because if [8:31] every single launch, if every single [8:33] customer that they had sold for the last [8:34] 10 years were still paying them today, [8:36] they would have more money than know [8:37] what to do with. It's not about the [8:38] price in an absolute term. It's all [8:40] relative to the value that someone [8:41] receives. So if someone's price is here [8:43] and the value deliverers here, you can [8:44] make this price whatever you want. If [8:46] this price is a million and they get 10 [8:48] million of value, they will pay you for [8:49] it. Price is what you pay, value is what [8:51] you get. What we want is a customer [8:53] surplus. We want an insane deal. We want [8:55] a bargain that people do call ahead of [8:57] time to make sure that they never stop [8:59] getting build. The game is saying, "Hey, [9:01] I've got a $500,000 house. I'll sell it [9:03] to you for 50 grand and I learn how to [9:05] build it for 10." Even if you provide [9:06] more value up front and it's less [9:08] profitable, that's okay because then [9:09] through the iterations that you have of [9:11] getting better, you get more and more [9:12] efficient and you can drive down your [9:14] cost while also increasing the value and [9:16] maintaining your brand and reputation. [9:18] This lesson took me 7 years to really [9:21] internalize. Cuz when I looked back at [9:23] my own customer list and I saw 5,000 [9:25] locations on there, I was like, I would [9:26] have a billion-dollar business if I had [9:28] taken more time up front to figure out [9:30] how to never lose

===FILE=== KCN3v3cjwvw - Helping a Med Spa Sell High-Ticket Treatments.txt
https://youtu.be/KCN3v3cjwvw
Helping a Med Spa Sell High-Ticket Treatments

[0:00] Uh, I own a medical spa with my wife. [0:02] Sweet. [0:03] Yeah. And, uh, so [0:05] love med spas. [0:06] We offer a ton of services, anti-aging [0:08] services. [0:09] The most popular ones are the least [0:12] profitable ones. [0:13] Cool. [0:13] Um, so trying to determine strategy. [0:16] Should we market the ones that are most [0:19] popular? Try to get people in more and [0:21] then look to upsell because the higher [0:24] margin ones, I mean, you're talking like [0:26] a 10 to 15x difference. Yeah. in [0:29] revenue. So, I'm just trying to [0:31] determine, do we market more general, [0:34] come on in, we'll give you a year plan, [0:36] or just market the baseline one, come [0:38] in, and then just try to upsell after [0:40] that. [0:40] This is a great question, and it [0:42] probably affects a lot of people here. [0:45] It is a math question. So, you can solve [0:47] this and actually know what the right [0:48] answer is. And so, I'll just give you an [0:50] example. So, let's say um Botox is [0:53] people come in for example. All right. [0:56] So, what how much Botox cost? What's [0:57] your gross profit on Botox? Uh, so after [0:59] we factor in all of our fixed costs like [1:01] $58 per treat. [1:03] Okay. So you make 58 bucks. Okay. Per [1:05] Botox. So what does it cost to get [1:06] somebody in the door? [1:08] Uh, right now our CA is 202. [1:11] Okay. So 202. Great. Now what percentage [1:16] of these people can you sell into ice, [1:19] you know, the cool sculpting or whatever [1:21] else? [1:22] Uh, or about like 40%. [1:24] Okay. So 40% of the people. [1:27] And what's the average ticket of the [1:28] thing they buy or gross profit of the [1:30] thing they buy afterwards? [1:31] Uh like $1,300. [1:34] Okay. So [1:38] whatever this is, that's uh 400 520. So [1:42] 520 + 58. So it's this times this, [1:45] right? Is 578. [1:48] Okay. So this is path one. [1:51] Now if you mark it straight for this [1:53] thing, [1:55] what's cat? [1:58] uh just overall I don't know individual [2:01] for service line but overall just 202 [2:03] okay so if you basically so to answer [2:05] the question you just promote this up [2:08] front see what CAC is and so here if [2:11] you've got 202 to uh 578 you've you're [2:15] like just under 3 to one right and so [2:18] you're you're feeling it right now I'm [2:19] guessing you're like I just need this to [2:21] be bigger right and so um I think this [2:24] upsell efficiency is pretty good to be [2:25] honest with [2:26] Um, now this you might be able to work [2:30] on because I would bet that this can get [2:32] expanded to like five or six thousand [2:33] and then that would probably make all [2:34] the difference in the world. And so in [2:36] terms of med spas that I that we like [2:38] because we I Leila likes med spa stuff [2:41] and so I was like, "All right, let's [2:42] just buy a chain and then you can get [2:43] stuff for free to save me money." [2:44] Anyways, so [2:48] um uh but I I think I think this is [2:51] actually probably where the deficiency [2:53] is. I actually don't know if because [2:54] like 200 bucks is fine. Um, especially [2:56] like that's what it costs to get [2:58] somebody for a gym membership and like [2:59] you know like and that's a way lower [3:02] than this. So this actually feels like [3:04] the this actually feels like the problem [3:06] to me is that and the conversion is [3:08] okay. I think you might just need to see [3:09] if you can sell bigger bundles [3:11] and you might want to consider do you [3:13] have financing? [3:14] Yes. [3:15] So you have third party third party or [3:16] in-house? [3:17] Uh third party. [3:18] Huh. Okay. Yeah, then you might I think [3:19] you just need to I think the I think you [3:21] probably need to So you probably have a [3:23] sales process to do in terms of how [3:24] you're offering the main thing. And so I [3:27] would consider wait till the next book [3:28] comes out. You're going to love it. Um [3:30] uh doing something called like a menu [3:32] close. And so you sell the vacation and [3:35] say like, "Okay, if you were to look [3:36] like a goddess, these are all the things [3:38] you need." And then everything they [3:39] cross off, they just look uglier and [3:40] older. And so they're like, it's like, [3:42] "Okay, just look a little bit ugly, a [3:44] little older. We can cross that off, [3:45] though. No worries." Right? Haha. Okay. [3:46] And so, [3:48] and so you can start there though and [3:50] it's just like, okay, because I'd rather [3:51] start at ideal and then just try and [3:53] figure out a way to make it work with [3:55] their budget than try and just get a [3:57] sale. Does that make sense? [3:59] So, I'm going to bet that this is the [4:01] problem. If you want, you could try and [4:03] market this directly and then then you'd [4:05] have, I guess, a 100% of people that [4:07] would go into this because like if you [4:08] could acquire customers, let's say let's [4:10] say you acquire these people for $300, [4:13] then it would make more sense to market [4:15] that as the front end. My guess though [4:17] is that you just need to boost this guy [4:19] because this is fine. [4:22] Yeah, you bet. I mean, I've heard of [4:23] some men spots paying 200 bucks a lead. [4:25] So, if you've hit a revenue ceiling or [4:27] your entire business relies on you to [4:28] grow, then I'd love to invite you out to [4:30] our headquarters here in Vegas to learn [4:32] how we scale. And so, my team spends two [4:34] days with you to identify the thing [4:36] that's holding your business back. And [4:37] so, if that sounds interesting, click [4:39] book a call. And if you're a fit, we'd [4:41] love to potentially see you out here in

===FILE=== KUZ9PbqilNs - Helping a $5M E-Com Brand Scale.txt
https://youtu.be/KUZ9PbqilNs
Helping a $5M E-Com Brand Scale

[0:00] We make jewelry with safety technology [0:02] hidden inside. It's got a button. If you [0:04] double click it, it alerts your friends, [0:06] family, and police to let them know [0:08] you're in an emergency and need help. I [0:11] never meant to start a company. It [0:13] happened by accident. I was studying [0:15] engineering at the University of [0:17] Massachusetts. And one night, I was [0:19] leaving an event just like this one. As [0:21] I was on my way to my car, a bunch of [0:23] guys started following and harassing me. [0:26] I had my phone on me, but what do you [0:27] do? You can't really be like, "Hey, [0:29] don't attack me. I'm just going to call [0:30] the police. [laughter] I ended up [0:33] running and thankfully I wasn't hurt. [0:35] But when I got home, I started looking [0:37] for safety devices to protect myself and [0:40] all I could find were big ugly panic [0:41] buttons that even my 80-year-old [0:43] grandmother refuses to wear. Um, I ended [0:47] up declining a job with Google to work [0:48] on Invisor full-time. We raised $3 [0:51] million to develop the technology, [0:53] brought it to market, and then we've [0:55] been incredibly fortunate. We've done [0:57] over 20 million in lifetime sales, [0:59] mainly from happy customers and organic [1:01] word of mouth exposure. And we've signed [1:04] deals with ADT, the largest saving home [1:06] security. Now, it feels like still [1:09] nobody's heard of us despite the fact [1:11] we've done so well. So, we need more [1:13] capital and more resources to scale. My [1:16] question for you is, what would you do [1:19] if you were in my shoes? It feels like [1:21] we're drowning in opportunity. So, we've [1:23] been basically targeting college-aged [1:25] women and their parents, but we're [1:27] getting organically a ton of seniors [1:29] that don't want to wear the Life Alert [1:31] Lake product. We've got one of the [1:33] world's largest retailers who's ready to [1:35] give us a 4 foot display in their [1:37] electronic section. We've got another [1:39] major leading security company who wants [1:41] to sign a deal similar to ADT. And we've [1:44] got a really bigname jewelry company [1:46] that wants to do a collab, but I've got [1:48] a fivep person team and have been [1:50] bootstrapping. So, I'm a little [1:51] stressed. asked him like, "What do we do [1:53] here? Do we go out, raise like a really [1:55] large round of financing, hire a big sea [1:57] sales team, go after all these [1:59] opportunities?" Um, Ed had some good [2:02] advice. He was like, "Pick the one that [2:03] would be most profitable and only focus [2:05] on that. But do I say no to the big [2:07] jewelry designer and no to the retail [2:09] store to focus on the security deal?" [2:11] Thank you so much. And this one's for [2:14] you. [2:16] Thank you. [2:17] That's very sweet of you. Thank you. [2:20] now. [2:20] Yeah, [2:20] that and my pepper spray. [2:22] That's right. [2:22] Very good. [2:23] Um I think when you're when you're [2:26] thinking about all the opportunities [2:27] that you have, the question I have for [2:28] you is like right now your best one, is [2:32] it a onetime purchase or do you have [2:34] recurring are there any other items they [2:36] could buy besides that? [2:37] Yeah, so it's recurring revenue hardware [2:39] retails for $149 and then it's $14.99 a [2:43] month for the subscription. [2:45] Yeah. [2:46] Um that's cool. [2:47] What's the stick? What do you mean? [2:50] How long do people stay? [2:51] Oh, approximately 18 months is what [2:54] we're finding. The subscription launched [2:56] about three years ago. So, it's still [2:57] preliminary. ADT estimates that they'll [3:00] stay on for about seven years on the [3:02] subscription. [3:04] So, question is right now, how long have [3:06] you been in business? [3:08] We started the company in 2016 and [3:10] launched in 2018. So, six years. And so [3:13] your best customers, the ones that stay [3:15] the longest and have the longest the the [3:17] highest lifetime value, where do those [3:19] customers come from? [3:20] Um, we have over 2.5 million followers [3:23] on our social media accounts and a [3:25] majority of our customers come just [3:27] through social media videos they've [3:29] seen. [3:29] So then all these big deals, have you [3:31] done any have you executed on any of the [3:33] big deals yet? [3:34] Yes, sorry. So 50% of our revenue comes [3:37] direct to consumer. The other 50% comes [3:40] through ADT and ADT Canada's parent [3:43] company tells us communications. [3:44] Do you know the difference and how long [3:46] like the lifetime value between those [3:48] two customer cohorts? [3:49] We don't know just yet, but that's a [3:52] really good question that I will look [3:53] into as soon as I'm back. Yeah, we were [3:55] just making a video on this and that's [3:56] why I'm thinking which we were talking [3:57] about how to figure out which customers [3:59] to narrow in on which is the first thing [4:00] you want to do is segment your customers [4:03] by cohort to figure out where do those [4:05] customers come from the ones that are [4:07] staying the longest. And so that's the [4:08] first thing I'd be thinking is like both [4:11] opportunities could work and you can [4:12] make them work, but it's just a matter [4:14] of like what's your best customer and [4:15] where did they come from [4:16] and then it probably do more of that [4:18] one. [4:19] Yeah. Thank you. [4:20] What do you think? Um, well, if you've [4:23] been around, so 2018 is when you started [4:24] selling. It's 20 whatever 24 now. So, [4:27] you've had six years. 20 million in [4:28] lifetime sales. So, you're looking at [4:31] are you doing like three-ish million a [4:32] year somewhere in there? [4:34] Five million. [4:34] Five million. Okay. So, so you've been [4:36] growing every year. [4:37] So, we experienced exponential growth [4:40] initially and then we flatlined the last [4:42] couple of years and I think it's because [4:44] we've been bootstrapping. We did a [4:46] million our first year on the market. We [4:48] made national headlines for saving a [4:50] young woman's life. Second year we [4:52] signed a deal with ADT. We doubled. We [4:54] did two million. Third year we signed [4:56] with ADT Canada. We doubled again, did 4 [4:58] million, and then we've been floating at [5:00] that 5 million mark. So that's where we [5:02] were like, okay, maybe we should pivot [5:04] more to B2B if ADT and Telus are working [5:07] really well. [5:07] So I'll I'll zoom out and say that [5:09] fundamentally you need more advertising [5:12] aka distribution. And so I think it [5:14] comes down to which skill set you have [5:18] more in your existing tool box. [5:21] And so right now if you seem like you it [5:22] seems like you do decently well with the [5:26] corporate etc. just because like you [5:28] started with a raising round which is [5:29] just a different level of sophistication [5:31] in general. And so you've closed these [5:32] other deals which I think you could [5:33] probably leverage into more of those [5:35] versus me saying okay learn how to run [5:38] ads really aggressively learn how to [5:39] like make creative and hooks and [5:41] targeting and all that stuff which this [5:42] business is so for that [5:46] like this is like a national infomercial [5:48] waiting to be like made just as a side [5:50] note [5:50] you but you lack marketing like that's [5:52] the hat and so [5:54] I think that the the ultimate version of [5:56] this business would have a killer [5:58] marketer who really knows how to drive [5:59] traffic. [6:00] Yeah. Um, but I think the easiest path [6:04] for you would be just go close more of [6:06] those deals and all of your attention is [6:08] just like basically the acquisition [6:10] channel of the B2B distribution. That is [6:13] what I would put as the highest [6:14] likelihood path of kind of consistent [6:15] growth. [6:16] The like you could go from 5 million to [6:18] 50 million this year if you had one [6:20] banger ad that has that headline of the [6:22] girl and you ran that as a short and [6:24] then just blasted it to women who were [6:26] in their in whatever age group that [6:27] you're looking at. Yeah, [6:28] that's what like that would murder. [6:31] But if you don't have that, like that's [6:34] a whole big box of skills that you might [6:35] not have right now. And so I think just [6:37] doing more of those um B2B distribution [6:39] deals is probably the best bet. [6:41] Yeah, thank you both so much. That's [6:42] great advice. I really appreciate it. [6:45] If you're a business owner and you are [6:47] not growing as fast as you'd like, I'd [6:48] like to give you a free gift. So my team [6:50] and I put together the $100 million [6:53] scaling roadmap, which is basically 200 [6:54] hours of us looking over all the [6:56] portfolio companies we've had and what [6:58] stages of growth they went through and [7:00] more importantly where they got stuck [7:01] and how they got past it. And so we [7:03] broke it in these 10 stages and we made [7:05] this little kind of quiz thing where if [7:06] you put in your business information, [7:08] it'll tell you where you're at and the [7:09] most important part for you, what to do [7:11] for each of the functions of the [7:12] business across product, marketing, [7:13] sales, customer success, recruiting, IT, [7:15] human resources, and finance. And so no [7:18] matter what you're struggling with, [7:19] someone else has already struggled with [7:21] it and solved it. And so I'd like to [7:23] give you this thing absolutely free. You [7:24] can go to acquisition.com/roadmap, [7:26] plug in your business information, and [7:27] if you want us to actually help you [7:30] deconrain the business and you're trying [7:31] to scale, we'd love to help you out on [7:33] the thank you page. You can just book a [7:34] call with my team and we will look at [7:37] the business, see if we can help. And if [7:39] we can, we'll invite you out to Vegas [7:40] and we'll do this in person live.

===FILE=== Kk6Vdfdwmxw - 5 Ways To Increase Lead Quality (ALEX HORMOZI).txt
https://youtu.be/Kk6Vdfdwmxw
5 Ways To Increase Lead Quality (ALEX HORMOZI)

[0:00] So, uh quick uh thing that just came up [0:02] recently. Um I was asked uh to explain [0:06] what uh are the ways to increase lead [0:09] quality. Uh and so there are five ways [0:12] uh that you can increase lead quality. [0:13] And so this is if you were like, man, my [0:14] leads are weak or I want my leads to be [0:16] higher quality or people are complaining [0:17] to you, whatever, right? There's five [0:18] ways to do this. Now, that being said, [0:21] the monetization structure behind it, uh [0:23] you're going to want to play with these [0:24] variables so that you can optimize your [0:25] throughput so you can get the most [0:26] amount of sales or most amount of cash [0:28] up front depending on whatever it is [0:29] that you're optimizing for. All right? [0:31] So, it's not to say that you should do [0:32] all five of these things because [0:33] sometimes you are going to be leaving a [0:35] lot of money on the table because [0:36] ultimately you want to remove as few of [0:38] these or sorry, as many of these as you [0:40] can because they're all uh bottlenecks [0:42] on the amount of volume you're going to [0:43] get. And so, each of these will increase [0:45] quality but typically decrease volume. [0:47] And so these are the trade-offs that [0:48] you'll do in the marketing side uh that [0:50] these are the variables that you'll play [0:52] with in order to get the uh the optimal [0:54] setup for uh for sales. All right. So [0:56] without further ado, the five ways uh [0:58] that you can increase lead quality. Uh [1:00] number one, uh your targeting. All [1:03] right, so the targeting uh you can do [1:05] this in a couple ways. One is you can [1:06] just do it by zip code. Other you can do [1:08] it by uh by income level or profession. [1:10] Uh those are all things that you can do [1:12] to immediately increase lead quality. If [1:14] you go to only the rich zip codes, [1:15] you're going to have uh you know higher [1:17] quality leads in general, right? That [1:19] being said, uh if you're doing those zip [1:21] codes, just understand that other people [1:23] are also marketing those zip codes and [1:24] they will probably also be more [1:26] expensive and your volume will be lower. [1:27] So there's number one is the targeting, [1:30] right? Number two is the number of steps [1:32] that they have to jump through, right? [1:33] If someone has to do 10 steps in order [1:34] to get on the phone with you versus one [1:36] step, they're going to be more qualified [1:38] because they took more action. So [1:39] they're more in pain and they're more [1:40] likely to want to uh work with you, [1:42] right? or they were more compelled by [1:44] the offer headlines etc. So that will [1:46] increase the lead quality as well. Uh [1:48] number two is get sorry number three [1:50] excuse me is the uh the nature of the [1:52] offer. All right so a free offer versus [1:53] a paid offer uh or a free amazing [1:56] giveaway uh compared to a click here to [1:59] schedule a sales call is going to create [2:01] a very different type of prospect. [2:02] Right? Not all leads are created equal. [2:04] And so um if you're having someone opt [2:06] in for a giveaway, you will have more [2:09] volume by a ton. Um, and so that's why [2:12] there's so much emphasis on the [2:13] monetization structure behind it or the [2:15] mousetrap that you've built in order to [2:17] like if you have a giveaway there. I've [2:18] I know plenty of people in the industry [2:19] that do giveaways and crush it because [2:21] they have a good mousetrap behind it and [2:22] they take advantage of the volume. Um, [2:24] but if you don't do a giveaway and you [2:25] do a straight to call, then that person [2:27] is going to be more qualified than [2:29] somebody who is opting in for just like [2:31] a giveaway or whatever, right? Uh, the [2:33] fourth is going to be an application, [2:35] right? So, if you have application is [2:37] sort of the same thing as adding a step, [2:39] but it's different enough that I figured [2:40] it was worth mentioning. So, you can [2:41] have like four pages in a row that only [2:43] require one checkbox. Uh, or you can [2:45] have one page that has a lot of [2:47] questions on it, right? And so, and the [2:49] nature of the application, you have lots [2:50] of paragraph question answers. It's [2:52] going to be more work and therefore a [2:53] higher quality lead compared to lots of [2:55] checkboxes and ABC, right? Type [2:58] questions and answers for the [2:59] application. So that's uh another thing [3:01] that you can do to implement uh to [3:03] increase the quality of the leads that [3:05] are coming through. Simply adding an [3:06] application before they have access to [3:08] you will increase the quality of lead. [3:09] And you can also there's a lot of [3:10] psychology behind the questions that [3:11] you're asking the application. So [3:14] getting them to state their goal, [3:15] getting them to state that they have a [3:16] problem. Uh getting to understand what [3:18] their biggest unknowns are and the [3:19] things that they're struggling with. Uh [3:21] understanding that you know setting the [3:22] precedent that there is going to be an [3:24] expense. Are they willing to invest in [3:26] you know in in a solution for their [3:27] problem? And if you want to and have big [3:29] balls, which I would encourage you to [3:31] do, um, put some sort of minimum amount. [3:33] If your if your if your thing's, you [3:34] know, let's say your thing's a thousand [3:36] bucks, say, "Hey, are you willing to [3:37] spend at least $500 on the thing?" It [3:39] doesn't mean it has to be that, but at [3:41] least it gets them in the ballpark [3:42] around where you're going to be, right? [3:44] And then, um, finally, uh, the fifth [3:47] thing that you can do to increase the [3:48] quality of the leads is provide value [3:50] first. All right? So, this is going to [3:51] be the actual content of the [3:52] advertisement itself and the video [3:54] itself. So, if you have a video that's [3:55] incredibly compelling um but doesn't [3:59] necessarily uh explain anything uh or [4:02] add value to the consumer, then you [4:04] might get lots of leads, but the quality [4:06] and might not as be as high versus a [4:08] video that might be five minutes long [4:09] and provides a tremendous amount of [4:10] value, tactical importance that they can [4:12] immediately implement in their lives. Uh [4:14] then that person uh might be more [4:17] qualified if they come in because [4:18] they're like you, this person has [4:19] already provided me value. I already [4:20] know that they're good at what they do. [4:22] And so it gives you a more authoritative [4:24] positioning um in the prospect's mind uh [4:27] so that they uh will be more likely to [4:30] give you money. All right. So uh there's [4:32] lots of ways to increase quality of the [4:34] lead. The the tradeoff and where you [4:36] have to come in as a business owner, not [4:37] just a marketer, is understanding how [4:40] your business model works behind it. My [4:42] two cents on this is that I try and [4:44] start with the biggest widest net as [4:46] possible and then work backwards. And so [4:48] what I mean is I just want to get flow. [4:50] Once I get flow, then I'm going to try [4:52] and create a series of offers and [4:53] upsells on that flow uh that will allow [4:56] me to make more money on the customer [4:58] because the worst thing in the world is [4:59] not having any flow to begin with. And [5:01] so I would rather start with a much [5:03] wider net and then create a series of [5:05] offers and indoctrination sequences and [5:08] preframes that after I get the flow uh [5:11] will get someone to give us more money. [5:13] And typically if you are good about your [5:16] sales engineering uh and choreography [5:19] behind the behind the opt-in behind the [5:21] application behind the call that's the [5:23] model itself then you should know what [5:24] your numbers are on let's say a free [5:26] trial or somebody who downloads a lead [5:28] magnet or whatever it may be you should [5:30] know that for every $1 I put in here at [5:33] day 15 I'm at $1. At day 30 I'm at $ [5:36] three and a half dollars. At day 60 I'm [5:38] at $7. If you don't have those numbers, [5:40] it will be much more difficult to make [5:42] decisions about your marketing uh [5:43] without that. And so all that being [5:46] said, uh the time to use these five [5:49] increasing in quality uh type [5:52] applications is when you have so much [5:53] volume and the the quality of the [5:56] prospects is so low that you are willing [5:59] to sacrifice half the throughput or a [6:02] third of the throughput on the [6:03] advertising to either get uh a higher [6:06] higher ticket or uh to accommodate for [6:10] your operational capacity. Right? If I [6:11] can get, let's say I I'm booking some [6:13] sort of national campaign and I'm going [6:16] uh straight to call. If my team can't [6:18] handle as many and I don't mind doubling [6:20] my lead cost uh to get to put a fence up [6:24] uh because I I I can't even handle the [6:26] flow that's coming in, then in that [6:28] instance, it would be worth it for me to [6:29] double my lead cost because it doesn't [6:31] matter as as much to me and I I can't [6:32] handle the operational flow. Um but for [6:35] me personally, I tend to start with the [6:36] biggest net and then try and see what I [6:38] can do on the back end. put the onus or [6:40] the responsibility on the model and the [6:43] monetization structures and the sales [6:44] sequence so that I can afford whatever I [6:47] want and then ultimately have a high [6:49] volume high ticket sale or mid-t type [6:53] business. And we've rinse and repeat [6:54] that exact same model in brick-andmortar [6:57] for the gym. We've done it for the [6:59] supplement company. We've done it for [7:01] gym launch. We've done it for uh now the [7:04] online uh the online fitness model that [7:06] we are getting all of our you know seven [7:08] figure gym owners to walk away from and [7:10] go into because they're simply making [7:11] more money. They're able to get the same [7:13] average price point on these clients as [7:16] they were before except they're able to [7:18] get an unlimited lead flow and the [7:19] average the cost per lead is about a [7:21] fifth, right? And so as long as we can [7:23] make the machine behind it work, which [7:25] took us three or four iterations to get [7:27] it really tweaked and we continue to do [7:29] so, um, put the onus on the model rather [7:32] than on the marketing and typically [7:33] you'll make more money. That's just been [7:35] my personal experience and I hopefully [7:37] um, that provides value for you. So [7:38] otherwise, hope you have a amazing [7:40] Thursday. I hope that gave you five [7:41] different ways you can increase lead [7:42] quality if you need it. Um, for many [7:44] times though, you just need to look [7:45] behind the lead at the monetization [7:47] system that they're coming into to make [7:50] sure that you can afford the traffic [7:51] rather than trying to tweak the front [7:52] end. So, um, maybe it was giving you an [7:55] answer without giving you an answer or [7:56] giving you the five things even though [7:57] you might not actually need that. It's [7:59] usually the model itself. But um if you [8:01] do have an issue of having too much [8:02] traffic and the people aren't qualified [8:04] and you're willing to increase how much [8:06] uh you pay per show um or you don't have [8:09] the operational capacity, then adding [8:10] one, two, three, four, five of these [8:12] qualifiers in uh is an easy and fast and [8:14] reliable way to increase the quality of [8:16] the leads coming in. So otherwise, have [8:18] an amazing day and I'll catch you guys [8:19] on the flip side. [8:24] [music] [8:30] [music]

===FILE=== L2rFSqxVFlw - How to Fix a Dead Community.txt
https://youtu.be/L2rFSqxVFlw
How to Fix a Dead Community

[0:00] uh any advice around increasing [0:02] engagement in a smaller community? Uh [0:04] it's a business networking collaboration [0:05] group uh in Australia and the value [0:08] comes from working together. It's a bit [0:10] dead at the moment. Okay. So, I think [0:11] it's it's connecting people. So, that's [0:13] where the DM strategy that I I mentioned [0:15] earlier. Um I can't remember what the [0:17] lovely lady's name was, but you want to [0:20] you want to DM uh those people and [0:23] basically try play matchmaker. Like set [0:25] them up like if you like again this is [0:27] unscalable and that's okay. find figure [0:30] out who's in your community like figure [0:32] out what businesses they have etc. and [0:34] then match people with people that they [0:36] that will add value. They will associate [0:38] that value with you when you make that [0:39] pairing and they'll associate with the [0:40] group and it'll be worth it. Um and then [0:43] asking questions that are going to be [0:44] picture related relative to your niche. [0:48] So let's say you're in a manufacturing [0:49] niche. It's like hey show me a picture [0:50] of your rig. If it's the home gym niche [0:52] it's like show me a picture of your home [0:53] gym. If it's you know if it's design [0:55] show me your design desk where you do [0:56] all your work. if you're an artist or [0:58] show your if you're a musician, show me [0:59] your music setup. Like just try and take [1:01] the real world and put it inside your [1:03] community.

===FILE=== L5J8gqg_Fnk - Start a Nuisance Business and Beat Lazy Owners.txt
https://youtu.be/L5J8gqg_Fnk
Start a Nuisance Business and Beat Lazy Owners

[0:00] I'm 21 years old. I served in the army. [0:02] I had a tough life. Okay. I never gave [0:05] up on something I wanted. I want to [0:08] succeed in business, but I'm solo and it [0:09] feels like too much. [0:11] Why does that feel like too much, man? [0:13] You don't even have employees. [0:16] It's way easier. You just got you to [0:18] manage. [0:20] Army's harder. One of my guys is in the [0:21] army. He's army's way harder, dude. [0:24] Literally, just again, go to somebody, [0:27] do the thing that they don't want to do. [0:29] Like many of you can start what I call [0:30] nuisance businesses. Like a lot of [0:32] people try to like this is I think this [0:33] is one of the big mistakes is thinking [0:35] that you need to somehow invent some new [0:37] category and become the next Facebook. [0:40] 99% of people who make money look at the [0:43] market see businesses that already exist [0:45] there and say I think I could do that [0:47] too. And believe it or not, you don't [0:50] actually have to try that hard to beat [0:51] business owners because many of them are [0:53] lazy and they have employees underneath [0:56] them who aren't very well trained [0:58] because they never train them very well. [0:59] I talked about one earlier today, right? [1:01] And so you don't have to beat the [1:03] business owner. You have to beat the [1:04] unmated unmotivated employee or account [1:07] rep at 123 Acme Co. to win. And the [1:10] pitch you just say is, "Hey, I'm [1:12] starting out and so for the same price [1:13] as that guy, you actually get the owner [1:15] and you've got my cell phone and you [1:17] call me whenever you want and you can [1:18] harass me and I'm going to do everything [1:19] I possibly can because I want to get [1:20] your testimonial. I want to get a [1:21] referral and this is how I'm starting my [1:22] business." And guess what? People will [1:24] take a shot on you because you're right. [1:26] As long as you don't suck, you will be [1:28] better than the person who's been barely [1:29] trained. You always have an advantage. [1:32] And when you start out, there will [1:33] always be a room for the small player [1:35] because you will always try harder than [1:36] somebody who doesn't have the incentive [1:37] of the owner. [1:39] And so the only reason that you're [1:41] succeeding right now is because of [1:42] deficiency of skills. Period. Not [1:44] because business is hard. It's just [1:45] because it has more steps. That's it. [1:51] Okay? I mean, let's be real. Tying your [1:53] shoes was hard when you were four. You [1:54] just know how to do it yet. It's not [1:56] hard now cuz you know how to do it. So [1:57] everything you don't know how to do [1:58] feels hard until you learn how to do it. [2:00] How do you learn how to do it? You try [2:01] and you get feedback loops. And then you [2:03] find out why you suck. And then you suck [2:05] less because you keep doing it and you [2:06] get feedback. If you're a business owner [2:08] and you are not growing as fast as you'd [2:10] like, I'd like to give you a free gift. [2:12] So, my team and I put together the $100 [2:14] million scaling roadmap, which is [2:16] basically 200 hours of us looking over [2:17] all the portfolio companies we've had [2:19] and what stages of growth they went [2:21] through and more importantly where they [2:23] got stuck and how they got past it. And [2:25] so we broke it in these 10 stages and we [2:27] made this little kind of quiz thing [2:28] where if you put in your business [2:29] information, it'll tell you where you're [2:31] at and the most important part for you, [2:33] what to do for each of functions of the [2:34] business across product, marketing, [2:36] sales, customer success, recruiting, IT, [2:38] human resources, and finance. And so no [2:40] matter what you're struggling with, [2:41] someone else has already struggled with [2:43] it and solved it. And so I'd like to [2:45] give you this thing absolutely free. [2:46] free. You can go to [2:46] acquisition.com/roadmap, [2:48] plug in your business information, and [2:50] if you want us to actually help you [2:52] deconrain the business and you're trying [2:54] to scale, we'd love to help you out on [2:55] the thank you page. You can just book a [2:56] call with my team and we will look at [2:59] the business, see if we can help, and if [3:01] we can, we'll invite you out to Vegas [3:02] and we'll do this in person live.

===FILE=== MqyeikfbeTc - You need to upsell.txt
https://youtu.be/MqyeikfbeTc
You need to upsell

[0:00] Okay. So, you're doing 60K 20K profit. [0:02] You probably just need to have one [0:03] centralized salesperson who does the [0:04] ascensions. Uh, and you need to do Are [0:06] you trying to sell them at the end? [0:08] Yeah. It doesn't work. You have to sell [0:09] them halfway through. [0:10] People don't People don't sign up again [0:12] when they're done. [0:12] You tried that, but it doesn't seem to [0:14] help. [0:14] It's the offer. [0:16] So, basically, at the halfway point, you [0:19] say, "Uh, you've done a lot of progress. [0:21] What I want to do is a rollover upsell, [0:23] which is what I just did, right? So, I [0:24] took your ticket and credit towards the [0:26] next thing." So you say you pay $2,000 [0:28] whatever to get this period of time. I'm [0:30] going to credit the $2,000. We can [0:31] either credit it towards 12 or we can [0:33] credit towards six. So right now your [0:34] option is you can pay me another $2,000 [0:36] to get to get six months or another [0:38] $4,000 to get 12. You just give an [0:40] either or if you choose today. Yeah. And [0:43] then you let them credit the whole thing [0:45] that they paid towards that. That way [0:47] it's like you just got your whole first, [0:49] you know, 12 weeks free [0:51] because you're crediting it towards the [0:52] thing. And [0:53] how do I know if my offer started as a [0:55] suck? Uh, the offer part I'm less [0:57] concerned about. I mean, I'm assuming if [0:58] you if you follow my stuff, you have [1:00] some bonuses. You have a guarantee [1:02] that's probably conditional. If you [1:03] don't hit the goal, we'll keep working [1:04] with you till you do, right? So, you [1:05] already have the main components. I'll [1:07] bet you this is a sales problem and a [1:08] sales process issue. So, halfway point, [1:11] you'd want to go PIFF on either side. [1:13] So, paid in full on either side. Roll [1:15] over credit using the upfront thing [1:17] towards 6 or 12. You either solve the [1:19] problem of I'm going to coach the [1:20] trainers on how to sell and I'm going to [1:22] incentivize them to want to sell because [1:24] they're going to get a percentage of the [1:25] contract and hopefully they have some [1:26] teeth in them. And if you're like [1:28] they're all hopeless cases, they all [1:29] hate sales. They don't want to do it. [1:31] Then you bring in the saleserson. And [1:33] sometimes I like in the short term the [1:35] highest use of your time might be you [1:37] taking those calls. It's like hey I'm [1:38] the owner. I want to make sure you're [1:39] having a good experience. Talk to me [1:41] about what's happened so far. I want to [1:42] make sure that we can tweak things. I [1:43] just want you to have an awesome time. [1:44] Great. Well, it sounds like things are [1:46] going awesome. So [1:48] let's keep the party going. And that's [1:50] kind of the that's the positioning. [1:51] Let's keep the party going because [1:53] fundamentally when you go through that [1:54] sale, you're like, "Okay, Erica, you [1:56] know, you wanted to lose, you know, 30 [1:58] lb. Great. When you're at 30 lbs, do you [2:01] think you're done forever?" And they're [2:02] going to be like, "Well, no." And it's [2:03] like, "Right." So then to me, this has [2:05] already accomplished the goal, which is [2:06] that you've learned that this isn't [2:07] going to be a quick fix. This will be a [2:08] lifestyle change. And so if you're in [2:10] this, I'm in this with you, and I want [2:11] to match that support by giving you [2:13] everything you've paid me so far towards [2:15] you staying on. How's that sound? Great. [2:18] Two options. And if they say no, then [2:19] you downell to continuity on the back.

===FILE=== Mst4hreQYl0 - Watch This To Generate 1000s of Leads (In Any Niche).txt
https://youtu.be/Mst4hreQYl0
Watch This To Generate 1000s of Leads (In Any Niche)

[0:00] What if I told you there were a way that you could get more leads than you're currently [music] getting? Sell more of those leads overall without increasing [0:07] any of your advertising at all. I'm Alexi. I own acquisition.com. It's a portfolio of companies that last year did over $250 million in aggregate [0:14] revenue. And [music] the strategy I'm going to share is something that most businesses don't do and the few businesses that do it do it wrong. And [0:21] so most people send traffic to their website [music] and immediately ask people to buy something or just like submit for a quote. But here's the [0:27] problem. I'm like, most visitors aren't ready to buy yet and so they just leave and they never come back. I mean, if you [0:32] think about it for you, I often don't go to sites that I'm just just finding out about where it says submit for quote. [0:37] I'm just like, ah, that's a lot, right? And so, what I'm about to show you has [0:42] generated many millions of dollars across our portfolio companies and I've used it in every business we've invested [0:48] in and ones that I haven't invested in. And so, in this video, I'm going to show you what it is, why it matters, and how [0:54] to implement in your business. So, what is it? A few months back, I did a deep dive with Ashley, who is a fashion [1:00] personal stylist, right? And so, when we went to her site, she had the classic, you know, just book a call, right? CTA [1:07] or just ask for a quote. But the thing is is that that really only works if you [1:13] already have an informed audience. So, if people already know who you are, they've already gotten value from you, [1:18] then you can for sure just say, "Hey, come buy my thing or come find out more." Right? But if you're sending [1:23] traffic there and you don't have as much traffic or it's not as warm, then you want to have something that is a better [1:30] reason for them to give their contact information. Because if you think about like what is the objective of submit for a quote or book a call, the only [1:38] objective of that step is to capture their contact information and then if you have a booking to get them to book [1:43] automatically, but fundamentally it's a lead capture objective. We should then ask ourselves, well, is there anything else we could do that would increase the [1:50] likelihood that we would capture the lead as long as the way that we're capturing the lead indicates that they'd [1:56] be interested in buying our stuff. To be clear, what I'm suggesting is that you offer something kind of like a mini [2:02] offer that's a complete solution to a narrow problem. And so, it's typically lower cost or free just to see who's [2:09] interested and raises their hand, right? And then once you solve the problem, once that little mini offer solves it, [2:15] it reveals another problem that's solved by your core offer. And this is important because leads interested in [2:21] lowerc cost or free offers now are more likely to buy a related higher cost offer later. And if that sounded really [2:29] well said, it's because I wrote it ahead of time on page 31 in the leads book. I [2:34] talk about this concept in the book at length. And it's because so many businesses lack this. And I think part of it is because you can show that you [2:41] have success if you just say, "Hey, come buy my thing." But if you want to [2:46] dramatically increase the number of customers that you have access to, then if you have, like I said, you know, [2:52] let's say you have 10 people that you say, "Hey," or let's say 100 people. So you have 100 people and you say, "Hey, [2:58] come buy my thing." Right? Maybe you get one of those people to raise their hand and say, "Yay, you can I'll give you [3:03] money. Here's my big bag of money. Yay." Right? I'll do that. But if we have those same hundred people and we say, [3:09] "Hey, you don't have to buy anything. I just want to help you out." And then after we help them out, we say, "Hey, [3:14] now do you want to buy something?" Then all of a sudden, we're going to get that many people with our little money sign, [3:20] but we might get three to five times that amount of people. And that's where the real magic is. And so the beauty of [3:26] this is that you're actually not going to get more traffic. You're just going to convert a higher percentage of it. And this is why it's such an easy [3:32] strategy for businesses to do. And you can do it immediately. you don't have to spend any more money on marketing. It literally just drops to your bottom [3:38] line. Like if you improve conversion, you just make more money. So, let me tell you the first time I had this big breakthrough for myself. So, in April of [3:43] 2016, I paid, you know, $25,000 to be in this group and everybody there told me to do a webinar. And I did a webinar and [3:50] it didn't work. Now, to be clear, so let's say that webinars didn't work. I didn't have the skill at the time to do one. And so, I saw this dude just [3:57] scrolling on my on my feed that said free case study on how I spent $1 and made $120,000 in a weekend. Right? So, I [4:03] saw this case study and I was like, "Huh?" And so when I when I opted in and watched it, the guy just did a screen [4:09] recording of like how he did it. And I was like, "Well, that's pretty cool." I was like, "I could do that, right?" And so I swapped out my webinar for just a [4:16] video with a headline that said, "Free case study, how we added 213 members to a gym and $112,000 in San Diego, right? [4:23] To a small gym in San Diego." And as soon as I did that, the next morning, Ila asked me, she's like, "What did you [4:28] do?" And I was like, "What? What happened?" And she was like, "My calendar's full." I was like, "Really?" [4:33] My lesson on that was like, cuz a webinar could be perceived as a lead magnet depending on how it's positioned. [4:39] The thing is is that the more advanced your audience, the more they'll probably understand it's a sales pitch. So, the less likely it's to convert to a more [4:45] business owner audience or more sophisticated audience. But when I just said, "Hey, here's this thing. Consume it on your own time. Let me just show [4:51] you what I did." A lot of people were really interested in that. And they were way more willing to exchange their contact information. And so, even if, [4:58] for example, you say, "You know what? I am going to give up, you know, a little a little lead magnet, if you will, on the front end. If it doesn't work, it [5:03] doesn't mean lead mags don't work. It just means that that lead magnet didn't work. Just like the headline for an ad, it doesn't mean ads don't work. It just [5:09] means that that ad didn't work. And so, this is why I'm actually so adamant about testing the wrapping or the packaging of a lead magnet even more [5:15] than the stuff inside of it, right? Because you can change how many people want your lead magnet by 2, three, 10x [5:23] simply changing the headline of your lead magnet itself rather than changing any of the contents. And so provided the [5:28] contents do clearly solve a problem for the person, it's really just about how we package it so that they want it. So here's why lead magnets work. So if you [5:34] ever been to Costco, right, why do they have all these food samplers at the end of every aisle, right? On one level, you [5:40] could say there's some level of reciprocity, but you know, I think I don't know if that's the main reason [5:45] people then go buy after they have a piece of teriyak chicken. It's because they try it and they're like, "That's [5:50] good. Maybe I'll have more of that." And so there's a number of different types of lead magnets that you can employ that [5:56] where you give someone a tester is a small piece of something that's much bigger. It's a sample or a trial, right? [6:03] That's category one. Category two would be a one step in a multi-step process, [6:08] right? So if I say, "Hey, we're going to turn your style around like Ashley does." Well, the first thing you're [6:14] going to need in that process is going to be like some colors that we can say these go well with you. And so that's the first thing. But once you have the [6:19] colors, you're like, "Okay, but I don't know what tops and bottoms and how do I do formally and informally." It's like [6:25] you're going to have other problems that are come after that. So you just solve this very specific problem that then leads to other problems. Or the third is [6:31] what I would just consider the assessment, the revealing of a problem, right? And the the easiest example I can [6:37] think of is, hey, free website speed test and someone does the test and they realize that their website speed is [6:43] slow, in which case your core offer is how to fix it, right? And so any of [6:48] these three things or combinations of them can be a really effective lead magnet. So what we're changing is going [6:54] from asking, "Hey, just buy my thing," to, "Do you want this free thing?" And so then once they've consumed it, you [7:00] can just say, "Hey, did you like the free thing?" Then if you did, you're going to love this paid thing because [7:06] now you have their contact info. And the main reason that this works is because when someone pays with time now, they're [7:12] more likely to pay with money later. And so we want them to invest, but we just want to make them have an easier [7:17] investment first, a lower barrier investment, so that increases the likelihood they make a higher investment later. And again, for those of you who [7:24] are like, man, lead magnets don't work. No, they do. They they totally do. Bad [7:30] lead magnets don't work. And the problem is when you're starting out, you just [7:36] don't know that you suck. And so then you think this didn't work. So kind of like the example I gave with webinars. Webinars totally work. It was just I [7:43] didn't have the skill to make a webinar work. I had the skill to make a lead magnet. And so much easier skill to just say, "Hey, let me screen record and show [7:49] you how I ran this campaign and these are the results." Very straight. It was not very difficult for me to do trying to figure out this magical box of like [7:56] how do I get these people to show and then how do I do this whole razledazzle to get someone to take out their credit card and buy the I was like, "Oh my god, [8:01] this is impossible." But just getting someone to opt in so I can just call them up and say, "Hey, how'd you like that thing? Do you want me to do that thing at your place and I'll give you a [8:08] risk-free offer so if I don't perform, you don't have to pay?" Not that tough, right? At least significantly easier [8:13] than what I was trying before. And so you're like, "Okay, well maybe maybe you're half half sold on this." Because [8:19] right now, if you don't have one of these, you were making less money than you otherwise could. And you're making less money than you otherwise could [8:24] because you're getting fewer leads than you otherwise could get. Now, some of you might be like, "Well, I don't want freebie seekers and tire kickers." Okay. [8:31] Well, guess what? You don't have to give the lead mags to everybody. You can only give to people who are qualified. Crazy. [8:37] You just add a drop down that makes somebody qualified and then redirect the people who are qualified to the good [8:43] thing and direct people who are not qualified to the other thing that might they might be qualified for. What other [8:48] objections would you have around this? Well, yeah, I don't want freebie seekers. Well, we can qualify the leads. Duh. Well, I don't want to give away too [8:55] much value. This is a real thing. Sort of. So, we don't want to give away We [9:01] don't want to solve the problem our core product solves with the free thing. That should seem obvious, but we do [9:09] absolutely want to solve a problem that leads to our core issue. Basically, we [9:14] want to make sure that the person is deprived of the thing that we sell and that that deprivation is triggered by [9:21] solving the first issue. Now, that sounds super complicated, but if you go to a restaurant and eat a big entree, [9:28] and then after you eat the entree, they say, "Hey, do you want another entree?" You might say no. Not because the first [9:33] thing was bad, but because you already satisfied that need. And so what you might not have satisfied was your [9:38] dessert, you know, desire. And so at that point, they could sell you the dessert. Now, in a business, we would [9:43] just want the dessert to be significantly more expensive than the entree. And the entree would be able to give away for free or at cost. And so [9:50] that's the the the big misunderstanding that people have is you want to sell at the point of greatest deprivation. When [9:56] someone hasn't drank water in a while, that's when you want to sell them the water. But the moment after you give [10:01] them the water is not has no indication of whether your water was good or not. They're just not thirsty anymore. But [10:07] maybe after they're thirsty, they want some food. And so at that point, you would then sell the food. So you might [10:12] be thinking, "All right, I get it." And you know, give away something up front and hope that people will likely buy [10:18] after. Got it. But what do I actually give away? So I I briefly touched on those three. Let's dive into them in more detail so you can actually do this. [10:24] All right. So type one is reveal a problem. All right. I personally love these type of lead magnets. Like if you [10:32] ever have the opportunity to build one of these for your business, like exceptional. It literally creates deprivation, right? So you just say, [10:38] "Hey, here's a problem that you didn't know existed or you knew it existed. Let me tell you how bad it is." Right? And [10:44] so just immediately you just increase the deprivation of where they are versus where they could be. Now, bonus points [10:50] for not only saying you have a problem, but also saying this is what it could look like if you had it solved and [10:56] here's the delta. And so I my favorite B2B example is the the website example I [11:01] gave, which is, you know, if I'm offering free, you know, free website speed tests to business owners and they [11:06] didn't know their site was slow and then I say, "Hey, on average for every second of load time, you lose 3% of your [11:12] conversion." And so, right now, we know that our services could take you from a 9-second load time to a 3second load [11:17] time. That's 18% increase. So what could you do with an increase of 18% of your business? They might be like, "A lot." [11:22] And I'd be like, "Now relative to your revenue, the 18% increase compared to what I'm charging for websites is [11:28] nothing. How soon do you want me to start?" And so this works great for problems that get worse while waiting, [11:33] right? Posture analysis, right? If you're like, "Oh man, your posture's bad, but it's only going to get worse." Right? Termite inspections, like they're [11:40] already active, but it's only going to get worse. Financial audits, hey, your your back on taxes or your cash flow is [11:45] bad. it's only going to get worse, right? Is that you want to have things because that builds in urgency. So that deprivation actually increases with [11:52] every second after they find out. I'll give you an example. So one of my highest converting ads of all time for [11:57] Allen, our software company, was four reasons why you'll never have a million-doll agency. And what was crazy [12:03] about that is just increased deprivation for the outcome that most of the people wanted, who we were selling to, which were small SMB lead genen agencies. And [12:10] so once we listed out the reasons, many of them were like, shoot, all four of these reasons I'm also suffering from. And so if you can be very clear about [12:17] the reasons that they're not going to achieve it, they also will assume that you can help them solve it, which hopefully you can. And so you're going [12:22] to be incredibly specific on the negatives and then what that allows you to do is be significantly vagger on the positives, which allows you to market [12:28] more compliantly, but also set more realistic expectations. If I can perfectly nail all the problems in your [12:34] life and you're like, "Oh my god, this is me. I can just and I and I just said, I can help you with that." You'd probably be like, "Yeah, I believe you." [12:40] Right? rather than trying to increase and promise and set these crazy expectations, just nail someone where they're at. And so that's why the reveal [12:47] a problem is so important because one, they it exacerbates the existing problem and two, you just show how much it's [12:53] going to continue to increase and they will lose over time. The second is a free trial. All right, this is the this [12:58] is the classic taste test. This is the classic try before you buy. All right, now this is as old as time and I think [13:05] that there are there are better and worse ways to do this. My this is the Costco sampler. This is the teriyak chicken. This is the the trying room if [13:11] you will at the clothing store. So many businesses have free trials and they do that because they're the lowest barrier. [13:17] Like are you going to want it? And so what we actually have to do here and this is where it gets a little bit interesting is that we want to give them [13:25] something and then basically have a full loop to the end of the trial where they will be deprived if we remove it. So, [13:32] it's almost like, hey, let me like, let's say we take a normal person and we say, hey, [clears throat] here's crack [13:38] cocaine, right? All of a sudden, they might not have had deprivation around crack cocaine, but let's say they try [13:44] crack cocaine. And then as soon as you remove crack cocaine, all of a sudden they want crack cocaine. And let's see [13:50] how many times I can say crack cocaine. All right? And so the point here is that the free trial just makes the barrier so [13:58] low that people can try something and then the idea of us removing it is what [14:04] then gets them to convert. So it's like we we we give them the solution and then take the solution away in order to [14:10] create the deprivation to get them to buy. And so typically here you're going to be limiting some aspect of the the [14:16] product or service. you're going to limit the number of uses, the the quantity, the time, or some combination [14:22] of those. So, it's a x day trial, or you get this number of hits, if you will. [14:27] And all of those things kind of combined, and sometimes you can combine them together to make it even more compelling. So, when we own gym launch, [14:32] one of the things that we would do in order to get people to basically roll into our higher level services is that they would, you know, basically buy the [14:39] system that we had for monetization, which is how to make the gym more profitable. But then along that time, we'd say, "Hey, we'll actually give you [14:44] agency services for free for four months." And then after that fourmonth period, once they were kind of like, "Okay, wow, this is great. I get these [14:50] leads and I have a system for monetizing them." After that point in time, you're like, "Well, I still want leads." And we'd be like, "Yeah, but now you can pay [14:57] for them, right?" And so it's basically a built-in upsell on the back end because they'd had four months of getting used to having these leads just [15:03] dropped into their doorstep. And so that created the deprivation where at the end they're like, "Well, I want that to keep happening." Right? So that's the second [15:10] one. The third one is one of my favorites personally, which is the one step [15:17] of many, right? One step of a multi-step process. And so, this is particularly [15:23] effective when you have more complex products and services. All right? And so, you know, the classic example is [15:28] like if you have multiple coats of paint that you're going to be putting on on a garage, you could sell the first one. It's like, well, you're going to need these other ones, right? A classic one [15:34] would be like if you're doing hair removal for like laser hair, right? For for, you know, a med spa. It's like, [15:40] well, it takes six to eight sessions to actually get completely removed. And so you doing one session is kind of [15:45] worthless on its own. So when someone comes in, they come in for one and you upsell the rest of them, right? If you [15:50] give the first two videos away in a comprehensive course, those are things that would also function the same way. [15:55] One step of many, right? And so hopefully now you know what a lead magnet is, why it's important, and the [16:01] three types of lead magnets that work. And so now, how do you actually deliver it? And so there's four ways to deliver a lead magnet. So number one is software [16:10] or tools, right? You give them a tool that they can use to get that that does [16:15] a job for them, right? And so examples of these are like spreadsheets that calculate things, assessment tools, [16:20] templates, or just like software itself. So I'll give you a good example. So Neil Patel has a really awesome one on his [16:26] site where he basically has a little tool that you put in your URL and then it tells you, you know, it does a little [16:32] assessment of the site based on the URL that you give it, right? It's a little tool and then obviously on the back end it can collect your information, right? [16:39] And so there's tons of these examples, but that is one of the most classic ones. So if you have ways that you can say, "Hey, you're going to be in one of [16:44] these four categories once you answer these this information." You want some sort of tool that that can assess or [16:50] give them some sort of answer to a question, right? Or does a job for them. All of these things are ways to fulfill the other three things. Like you can use [16:56] software to reveal a problem, you can use software to do a free trial, or you can use software to be one step of many. All of those things work. Now the second [17:04] is information. All right. Now this is a very classic one and it's because it costs nothing to do and can also be very [17:09] valuable. This is where I think information is really exceptional as a lead magnet is because it's infinitely scalable. It provides tremendous value. [17:16] You can create deprivation and there's basically no operational drag to do it. Fundamentally all we're doing is teaching them something valuable. And so [17:21] examples of this would be like mini courses, guides, interviews with experts and again templates but that are not [17:27] dynamic templates that just work, right? And so I'll give you my classic example here is my scaling road map. So this is [17:33] maybe a combination of the tool and the information. So you go through the tool and then it gives you the assessment [17:39] which will then be information. But again, these are not static concepts like you can combine them. And so for [17:44] example, if you would like to figure out what stage of scaling you're currently at, the problems you're dealing with [17:49] right now, and exactly how to solve them, we created this $100 million scaling road map after studying all the businesses that we looked at for 200 [17:55] plus hours to find those common themes. This is my free gift to you. You can enter information and if you want my [18:01] team to actually look at your business, you can book a one-on-one call where we will help. [laughter] [18:07] We will help and then we'll invite you out here if it makes sense for you to come out to our headquarters. So, you [18:12] can go through mine as an example. And I think it's pretty good. Isn't that pretty good? It's [ __ ] awesome and we spent a really long time on it and you [18:18] will get a lot of value from it. So, with that being said, that leads me to the third way of delivering this is [18:23] services. Now, I think this people sleep on this so hard, right? From a lead mag perspective, do work for free. Create [18:30] lots of goodwill. People again get really bent out of shape on this free services one because they're like, I don't want to do work for free. All [18:35] these freebie seekers. Again, only do the free work for people who are qualified. That's it. So, let me ask you [18:42] something different. I want you to imagine in your head your perfect lead, right? The perfect c, you know, perfect type of customer. It's like they'd have [18:48] they'd have the budget, right? They have the authority to make the decision. They clearly need it and they want to act now, right? Well, if you just only give [18:54] the services away to people who agree to those things up front, that's probably a good idea. What's not a good idea is [18:59] giving it to somebody who's broke, who can't make a decision, doesn't really need it, and is kind of like not sure if they want to do it now or not, probably [19:05] a terrible waste of your time. So, all of these things, you want to use them, just use them for the right prospects. [19:11] And so, this is where free audits with some level of implementation, same day service delivery, done some any sort of [19:17] done for you component. And the way that you have to think about this, I'll give you some math mind it. So, let's say it cost you one hour of labor, right? They [19:24] actually pay somebody else to do in order to give something valuable away. Now, let's say that $25 is your hard [19:30] cost, but what people would realistically charge for this, and this happens all the time in services, is you you could probably charge $250 plus for [19:37] something like this. Not a bad like pretty decent offer. $250 bucks for free where there's real service, real person [19:44] does work. That's fairly compelling. Now, let's say that we get one out of four of these people who you give this [19:51] $250 thing away for to do it. Well, what does that mean? Our cost to acquire a customer is 25 time four. And so, would [19:59] we be willing to give away a lead magnet to four people to get one to buy? Would I be willing to pay $100 to get a [20:04] customer? Well, provided I'm making a lot more than $100 in the customer, probably. So, not a bad idea. And so for [20:11] my very first business, to give you an idea, I trained people for free for a year. I called it the free training [20:17] project. And I did that because I wanted to get a bunch of testimonials. And then once I got a bunch of testimonials, then I showed the world the testimonials. [20:23] More people did it. And they did in exchange for money. In fact, it worked so well that after the year of time that [20:28] I worked with those people for free, I said, "Hey, I have too much demand. Do you want to pay me now?" And almost all [20:34] of them said yes. That's what's like people were like, "Oh, they're all freebie seekers." like no they actually [20:39] they were all happy to pay and that was that right? So don't get like if you get the if you get the right people they [20:47] will continue to stay and pay provided you do a good job. So that leads me to my fourth uh fourth way to deliver a [20:52] lead magnet which is physical right physical products. And what's interesting again [20:58] here is that you can combine these things. So what do you think what do you think these books are? These are lead magnets, right? Fundamentally, now [21:04] obviously they're incredibly valuable. And after you solve your offer problem and you make something that way more people want to buy and then you make [21:09] more money, what are you going to want? You're going to want to figure out ways to advertise that and get even more people to find out about it. And if [21:15] anytime you're like, "Hey, I would love help to just speed this process." You can call us, right? And if you're like, [21:20] "Hey, I've done all of your stuff and I went from, you know, 1 million to 50 million a year. I'd love to in, you [21:25] know, have you guys invest with us and partner, then that's why we do all this stuff, right? It's a very long game." And so you can absolutely have something [21:32] that's a physical product and information, right? Or the scaling road map is software plus information, right? [21:38] You can combine these as many times as you want, but these are fundamentally kind of the categories that I think are when I'm like, okay, I get what I want [21:44] to do now. How am I going to do it? But I'll give you a completely different example. So if you wanted to give away, [21:52] let's say you go to a conference and you give a hat away to anyone that says that they're a CEO, that says CEO, right? CEO [22:00] is pretty e, you know, ego driven or a shirt that says CEO with lots of O's and zero dollar signs afterwards. A lot of [22:06] people would do that. It's like, hey, but in order to get the shirt, you got to prove that you're CEO. So now I get an incredibly qualified list of CEOs [22:11] that I gave a physical product to, right? And so the idea here is like just think what would somebody who is the [22:16] type of person that I'm looking for want and then can I just give that to them? And how much does it cost me for a [22:22] t-shirt? Three bucks, four bucks, fine. And maybe maybe I convert only one out of 20 of those. $100 for a CEO feels [22:28] like a good idea. So once we figure out what problem it solves, four ways to deliver that thing. The next is how are [22:34] we going to name it? So this one is so slept on. People underestimate the value of this by a mile. And so I'm going to [22:40] have you not underestimate it and appropriately value this, which is name your lead magnet the right way. [22:50] And I'm going to tell you the real secret to this. You ask your audience. All right? So, this might seem minor to you, but it's [22:57] massive. Right? How you how you name your lead magnet will determine your engagement rate more than anything else. [23:02] Right? When I ran my first gym, I had something called my big booty boot camp. Right? Now, why would I call it that? [23:08] Because six week deadlift and squat seminar doesn't really convert with chicks, who was my primary audience at [23:14] the time, right? And so, again, was it the same thing? Yes. All I did was deadlift, squat, and hip thrust. Like [23:20] that was that was primarily what I did over that six week period for them and taught them as main moves. But if I had [23:26] made my marketing about that, they'd have been like, "Yeah." But if I said, "Hey, who wants big beautiful round glutes?" They were like, "I do." And I'm [23:32] like, "Cool. This is just the way we're going to get you there." Like, I'm not going to advertise the vehicle. I'm going to advertise the result. And so [23:38] now big booty boot camp might have been something that attracted a certain type of woman. If I said tight and toned [23:44] booty, tight and toned glutes before I said bubble butt, right? Bubble Butt Boot Camp that might have attracted a [23:50] different person. The thing is is that you can just test these names out so you can figure out which one not only attracts the most leads but ideally the [23:56] highest quality leads. And so this is how I actually test them. So I get super clear on who my avatar is and then I run [24:02] small ad tests comparing the headlines. Now if you don't have the capital for that or the money, you can just pull [24:08] your audience. So if you have a hundred people who follow you, you can put it in your stories and say, "Hey, help me out here. I'm trying to name my lead magnet. [24:14] Let me know which one sounds better for you." Now again, you want only the people who are the type of person that [24:19] you're advertising to to respond. So you could say before you introduce it, by the way, if you're not a business owner, [24:25] please don't answer. If you're like, I I don't even have an audience. Don't worry, I got you. The next thing you can [24:30] do is just open up your phone and then you use this amazing device and then you text. So you just text people and you [24:37] say, "Hey, which one do you want?" Or you just make a post and say, "Hey, comment A or B underneath of it." Right? There's all these different ways that [24:43] you can do it. And maybe you combine two or three of those ways in order to get a close enough directional response. This [24:48] book, $100 million leads, I split test six different headlines for this to get [24:54] $und00 million leads because I looked at advertising. I looked at promotion, I looked at marketing, and here's the cool part. I actually show the results of the [25:01] test inside the book. So, I split test the names, I split tested the image that I was going to use, and on top of that, [25:06] I split test the sub headlines. And so, I I did that because I want to make sure it's going to be a winner out the bat. [25:12] If I'm going to spend two years writing the book, I can spend two days testing the headline, which is sadly going to [25:17] influence how many people buy it more than anything with one caveat in the short term. In the long term, it's the [25:24] stuff between both of the the front and back cover that's going to be the thing that does it over the long term because [25:29] word of mouth, especially in in the book world, is really the only thing that matters long term. Anyone can launch a [25:35] book. Very pe few people can launch a book that continues to sell. So, I'll give you a few naming conventions that work well. So number one is number plus [25:42] outcome plus time frame. So that'd be like three emails that can turn cold leads into clients in 24 hours. All [25:48] right. The second would be something like how to do X or how to yay without boo if you greatest insecurity. So yay [25:54] means good thing, boo means bad thing, right? So how to build a funnel without [26:00] hiring copyriter even if you've never done it before, right? Or even if this is your first time. Next would be you [26:06] know the adjective type that good thing, right? So, the lazy funnel template that [26:11] converts like crazy. The next one would be X mistakes. Now, there's a bunch of different ways you can do this one. I gave an example of it earlier, like [26:17] four, you know, four mistakes that are keeping your business under a million dollars a year. It works great. But another version of this could be like [26:22] three mistakes you're probably making, five ad copy mistakes that are killing your conversion rate. Just put X [26:28] mistakes that prevent [26:35] Good thing. Cool. See, they're killing your PTR, it's killing your business, it's preventing you from getting this goal, [26:41] whatever it is, is like these are the mistakes that keep people broke. So, now that you have a lead magnet, you know the objective, you know how to deliver [26:47] it, and you know how to name it. The last step is how do you make money with it. So, now you just got to ask them to [26:52] buy. And so, this is where most people fail, right? They create the great lead magnet, but then they forget the call to action, right? So, what do you want [26:58] people to do after they consume your lead magnet? And so, the the formula for for call to actions is so simple. The [27:04] only thing simpler is not doing it, which is what most people do. And not only do they not do it, they don't do it often enough. So even if they do it [27:09] once, they forget to do it again and again and again. And I'll give you a fun little stat that they found about sales people is that the sales people who ask [27:16] the most times get the most deals. And so in your marketing, you want to ask as many times as you can. Here's the [27:22] caveat. How do you ask so many times without turning someone off, right? Because if all you do is ask, then [27:27] eventually they're like, you don't have the opport they'll they'll stop giving you the opportunity to ask. So you want to maximize your ability to ask times [27:34] the amount of times you ask. And so maximizing your ability to ask means that you're continually providing value [27:39] between your asks. And so you need to increase your value per second so that people are like, I'm willing to hear this ask because I just got value and I [27:46] will probably get value after this. The formula for CTA is very straightforward. Number one is you want it to be clear, [27:52] not clever. Be very clear. This is exactly want what I want you to do. Clear direct CTA. [28:00] then exact next [28:05] action and then three reason [28:12] to do now. In all CTAs, you can still use scarcity, urgency, or both in order [28:19] to incentivize someone to act. Now, now I'll be straight with you. It's great if you've got it, but if you don't have [28:26] scarcity urgency, you just at least want to make the CTA. So, I'll give you a simple example. So, I have within this [28:32] book or all the books. All right, turn to a magic page. How about that? At the end of every chapter, I have right here a CTA, free gift, everything I learned [28:40] from XYZ. And then they click that or you can click that and you go to my site acquisition.com where you can watch more [28:46] stuff about that. But on my site, you're getting one step closer to becoming a portfolio company. We're coming out for [28:52] for for a workshop that we have every month. You could do any of those things, right? But we want to start walking them [28:57] down the process. And so I will give you a little tidbit on number three is that the reason you can always have the [29:05] urgency is just an additional great reason to do it now or the scarcity is an additional great reason. But having [29:10] any reason is better than no reason at all. Right? So there's tons of, you know, research on this, but like people [29:16] were trying to cut in line at a university and they said, "Hey, can I cut you?" And people were like, "No." If you said, "Hey, can I cut you because [29:22] I'm late for class?" People would say yes. If they said, "Hey, can I cut you because I have a dog?" People would still say yes. Even though it made no [29:29] sense, wild. So, we want to use that same logic to get more people to respond [29:35] to our thing. Ideally, we want the reason to make sense. But even if it doesn't make sense, it'll still work better than no sense. So, it's my [29:41] one-year anniversary of being in business, and this is the promotion, so do this thing. Hey, my daughter just lost her first tooth, so I'm running a [29:47] promotion here. Go get this thing. Hey, it's National Dog Day. If you have a dog, you should do this more than anybody else. It doesn't matter, right? [29:54] So, I'll give you an example. If you were in the fitness industry, obviously I came from there. If you're a fitness coach and you only have like so many [30:00] spots, which you probably do, then tell people that they have to sign up now or [30:05] they'll have to wait for until the next spots open up, right? And so, here's the cool thing about anything that's a [30:11] service business. So, this is unique to service, but 78% of businesses are service, so this probably applies to you, which is that you do not have [30:18] unlimited capacity. If I said, "Okay, can you take a,000 customers tomorrow?" you're probably saying no. So you do [30:23] actually have a capacity limit. It might be four, right? If four more customers will get you to capacity, then say so [30:30] because the thing is is that you assume that they know how big your business is and they don't. So if you're a small [30:35] business, leverage that so that you have scarcity based on your existing small constraints. And if you're a big business, you're like, well, I don't I [30:42] have, you know, I have a huge amount of capacity. Then what you can do is you can have cohorts that roll. So you can [30:47] say, hey, I can only start this many people per week. and then you still back into some sort of capacity or if you want to get into this group of people, [30:54] you should do it this Friday. And so what do we do here? How do we how do we how do we operationalize this? So one is [31:00] we give value first, which is the whole spirit of the lead magnet. Now we give value by revealing a problem, giving a [31:06] free trial or giving them one step of many. We then have four ways to deliver that magnet which is software, [31:12] information, services, physical products or combinations of those. We name it in a compelling way, which you can use any [31:18] of these for, or just ask your audience what they would find interesting, which is a great way to test this. And then [31:23] finally, make sure that you embed CTAs within your lead magnet and before and after lead magnet so that you increase [31:29] the likelihood that they buy your

===FILE=== MwU7mXoLfRM - Helping a $2M Coaching Biz Hit $20M (The Supply Problem).txt
https://youtu.be/MwU7mXoLfRM
Helping a $2M Coaching Biz Hit $20M (The Supply Problem)

[0:00] Big fan. Big fan. Been watching you for [0:01] like five years, man. Really excited to [0:02] work with you. Um, [0:04] pleasure. [0:04] So, yeah. Um, so I'm gonna come on to L3 [0:08] really, really soon. Really, really [0:09] excited. But till then, want to hop on [0:10] the hotline with you. So, I mentored Tik [0:12] Tok Shop affiliates into getting high [0:14] ticket brand retainers, brand deals. [0:17] We're on track to do 2 million this [0:18] year, and I want to get to 20 million. [0:21] Mhm. [0:21] I'm turning away clients [0:24] because I only have one coach besides [0:26] me, and it's my only expense. [0:27] Okay. [0:28] I spoke Yeah. I spoke to Ned. He told me [0:30] to get a coach. 100K. Got it. We're [0:32] getting good. [0:32] Okay. [0:33] Um, so my my best coach was a [0:35] successful uh successful client first. [0:38] So I know that talent is like in my [0:39] pipeline because I'm training them to [0:41] get these deals. [0:42] Yeah. [0:43] I'm doing two things like too many [0:45] things at once. What should I do? [0:48] Well, what are the too many things right [0:49] now? It says you can't take on more [0:50] customers, right? Because you still have [0:54] a supply constraint. So how are you [0:56] getting leads right now? [0:58] Uh, right now it's all I do free [1:01] content, but 90% is referral. [1:03] Okay, great. [1:04] Word of mouth and like they love it. [1:05] That's awesome. I mean, to be fair, when [1:06] you when you help influencers, they are [1:08] by nature vocal people and so they like [1:11] even without social media, that type of [1:13] person tends to tell people about their [1:14] stuff. So, like that's good. Um, but I [1:17] mean, it sounds like you're just supply [1:18] constraints. So, functionally, what [1:20] stops you from hiring a second coach? [1:23] Well, I I uh I will, but um it's like [1:26] that's one coach and then how do I get [1:28] to like way more? [1:31] What stops you from hiring 10 coaches? [1:34] I feel like it's the delivery. Delivery [1:36] as in what? So, what part of delivery is [1:39] the thing that's holding you back? [1:42] Delivering the brand deals on a [1:43] consistent basis where I'm like, "Okay, [1:45] I got it." [1:46] So, you're getting them deals or are [1:47] they doing stuff? [1:49] No, I get them deals and I have them [1:51] pitch. I basically teach them how to [1:53] sell and they sell themselves to get the [1:55] brand deals [1:56] and you get intros. [1:58] Yeah. Yeah. [1:59] Okay. So, intros is the is the [2:00] constraint, not the coaches. [2:02] Yeah. [2:03] Got it. Okay. So, you just need someone [2:06] inhouse who's doing kind of outbound for [2:10] you. Correct. [2:12] Is that is that true? [2:14] Yeah. [2:15] Okay. So, um, [2:18] a couple things. There are [2:21] already platforms that exist that have [2:24] aggregated a bunch of, uh, brand deals [2:26] together, which I'm sure you're aware of [2:28] those. [2:29] I would see if I could one, do some deal [2:32] with them. That'd be my first course of [2:34] action. Second course of action, if I [2:35] can't do that, would be to recruit one [2:37] of their top kind of um, brand [2:40] acquirers, whatever you want to call it, [2:42] um, and see if they would work for me. [2:43] That would probably be my second course [2:44] of action. Third down the list would be [2:47] I would spin up an OpenClaw instance and [2:50] do outbound uh two brands over X [2:54] followers uh or X sales on Tik Tok and [2:58] see if and I would just generate it that [2:59] way. Um that would probably be my third [3:02] setup. And so in either of those things [3:05] if you have more brand deals like [3:07] whenever you because functionally you're [3:08] you're starting a mini marketplace, [3:10] right? So you have supply and demand. [3:12] And so whenever you start a marketplace, [3:13] you always want to start with the hard [3:15] side. And the hard side is the the [3:17] product. Like demand will come. So like [3:20] if you're starting, the first thing you [3:21] need to do if you're an Airbnb is you [3:23] need to have a place to rent. [3:26] Okay. Yeah. [3:26] Right. So you got to get a seller who's [3:28] willing to rent space, right? And so to [3:30] the same degree, [3:31] you need to go get deals brand like [3:35] brands who want to give money. And then [3:38] finding influencers who want money is [3:40] not hard. [3:42] Yeah. Right. That's why they have so [3:43] many. Yeah. [3:44] Right. And so the constraint of the [3:45] business, so like what you're offering [3:46] fundamentally is just money. Like that's [3:49] what you're basically selling to these [3:50] people. And so if you want to make more [3:52] money, you got to go get them more [3:53] money. And so if I'm thinking about the [3:56] strategy of the business, I want to [3:57] reorient my entire business because what [4:00] you're going to see is every brand deal [4:02] signed up, you're going to have some [4:04] math around it. Do you get any [4:05] percentage of the revenue that they do [4:07] with the brand deal? [4:09] Uh, I tried at the beginning, but it was [4:11] a little too complicated. They didn't [4:12] want to do my help then. So, what I did [4:14] is I have I have them on retainer, so [4:16] they pay me a flat rate to be with me [4:18] and my access, but once they're in, they [4:20] get access to all my [4:22] my ideas that I've done as me being an [4:25] influencer myself. [4:26] Yeah. Yeah. Um, you'll be able to do [4:29] some math on that. Um, and like the the [4:32] more grown-up version of your model is [4:34] you're just a talent agency. Uh so if [4:37] you look at like WME or CA um as a model [4:40] for that, just look at their digital [4:42] practices. That's going to be kind of [4:43] like a baseline of like what am I going [4:44] to look at in order to model uh because [4:46] you'll find very quickly because the [4:48] thing is you have a flat rate so you're [4:49] incentivized by volume. But if you can [4:52] get somebody to close a you know $5 [4:54] million deal and you get 10 or 15%. [4:57] Those add up pretty quick, right? And so [4:59] that model already exists. Um and since [5:03] the the industry is very relational [5:04] driven like the single point of greatest [5:06] leverage for you is the acquisition. So [5:09] what you need to when I say acquisition [5:11] I mean acquisition of brands and so you [5:13] need to figure out LTV to CAC on a [5:14] brand. [5:17] Does that make sense? [5:18] Yes. [5:19] So how much marketing effort does it [5:20] take me to close a brand on entering my [5:23] network? And it might cost nothing as [5:25] long as they're willing to take the [5:26] call. And they'll probably give you some [5:27] sort of requirements of like we only [5:28] want to talk to influencer above X or [5:30] whatever. Um, there's also probably a [5:33] version of the business that for the low [5:36] tier allows you to uh pull the [5:40] influencers. So, like how many customers [5:42] do you have right now? [5:43] Uh, now I'm at 25. 27. And it's like [5:46] it's a lot. [5:47] Yeah. Yeah. So, in time, there's [5:50] probably a low touch version of this [5:51] that you say, "Hey, you're like you're [5:54] not big enough to like really score [5:57] deals on your own. you've got 20,000 [5:59] followers or 80, I don't know, whatever [6:00] your minimum requirement is below that, [6:02] right? Um, and so you can say, "Yeah, [6:05] but they'll do a deal with a hundred of [6:07] you." [6:10] And so that allows you to also you can [6:12] bake in your premium because you're [6:13] hurting the cats yourself. [6:15] Okay? [6:15] And so there's probably a bunch of [6:17] opportunity there that I'm thinking [6:18] about. But if I had to focus all of your [6:19] effort on one thing for right now today, [6:22] it's just LTV to CAC on brand [6:24] acquisition. That's it. [6:27] And from a tactical perspective, it's I [6:29] would probably spin up OpenCL. Well, the [6:30] three that I just outlined. First, I go [6:31] to the platform, see if I can do a deal. [6:33] Second, I would go recruit somebody from [6:34] that platform. Third, I would go open [6:36] call instance and starts doing DMs for [6:38] accounts that overx and do that on a [6:39] regular basis. That would be my one, [6:40] two, three approach. [6:42] Okay. And that part makes sense. Like [6:45] just look for more brands. It's usually [6:47] free. But I want one question want to [6:49] ask before I there still be cost [6:51] associated with getting them to sign up [6:52] and go through the process. Even if they [6:54] say yes, there's still cost of the [6:56] outreach, the call, the like there's [6:58] still cost the business will incur. [7:01] Okay? [7:01] You know what I'm saying? [7:02] Yeah. [7:03] Because also your ROI isn't even [7:04] necessarily clear either because you [7:06] have a flat rate for everybody. You [7:08] adding more brands indirectly allows you [7:10] to bring more people on, but not [7:12] directly. [7:14] Okay? [7:14] Now, if you had a percentage, then you [7:16] could very clearly see each brand on [7:17] average six deals. I get this [7:19] percentage. Average deal size is this. [7:20] And then you'd have some math around it. [7:21] But for right now, you're on a flat a [7:23] flat fee thing, and that's fine. I'm not [7:25] like I'm not I'm not offended by it. Um, [7:28] but like you will find that some like of [7:29] the 25, you probably have one guy who's [7:31] really good or two guys. Yeah. Right. [7:33] Yeah. Yeah. Yeah. [7:34] That guy on his own probably has half [7:37] the revenue of the business if you were [7:38] to have a percentage based approach. [7:42] And so the the game that you're in is [7:43] you'll have to decide strategically [7:45] whether you want to be a volume player [7:47] or you want to be a high-end player. [7:50] Both are fine. It's just that we need to [7:52] decide day one which business you want [7:53] to build. [7:58] What do you think is best? [8:00] It's not a It's not a which is best. [8:01] It's not a which is best thing. They [8:03] both work. CAA is a high-end, you know [8:06] what I mean? Like and those are it's a [8:07] massive company to the same degree. Many [8:10] people have tried to build these [8:12] platforms. I have yet to see I don't [8:13] even know the names of any of them. So, [8:15] I haven't se like there probably are [8:16] some big ones. I just haven't seen any [8:17] of the names. So, I would say it's it's [8:19] it's probably difficult to do the [8:21] hurting cats one. Um, [8:26] but it's it's the nature of almost every [8:27] service business that you go up in [8:29] price. [8:31] You develop a reputation, more people [8:32] want you, better people want you, those [8:34] people are willing to pay more, and up [8:35] and up you go. Otherwise, you build it [8:37] for scale first, which means the entire [8:40] process of marketing, sales, onboarding [8:42] is almost all automated. The brand deals [8:44] are almost all automated, and you're [8:45] just you're just clipping coupons on [8:47] either direction. [8:50] Both businesses are valuable. The high [8:52] volume one is more valuable if you can [8:54] demonstrate retention of both brands and [8:56] customers. [8:58] So charging them a flat rate to be in [9:02] the network. [9:02] I would I would encourage you to like I [9:05] have to I have to look more at the [9:06] numbers but like [9:08] the thing that makes a company valuable [9:09] is revenue retention. Period. [9:12] And so if you can demonstrate that these [9:14] influencers never stop wanting to pay [9:16] you, that becomes a very valuable [9:18] business provided you have good gross [9:19] margins. [9:21] It's amazing margin. It's like 94%. [9:23] Per what? [9:25] No, no. Yeah, there's profit. So that's [9:26] good. But like what about but it's also [9:28] it's it's you and starting out. So like [9:30] but what about um retention though? [9:33] What's the churn on them? [9:35] Uh before it was like they wouldn't stay [9:37] for two months to then leave. [9:39] Mhm. [9:39] I got better, came to the event. Um, I [9:42] went to L1 again and did the whole thing [9:44] and been here and now it's it's uh 90% [9:47] retention. [9:47] Okay. [9:48] But I'm really overd delivering. [9:50] Good. [9:50] And because I'm like oneonone and it's [9:52] like I'm like I'm sweating. I'm like [9:54] I'm out of time. I do the one-on-one [9:56] calls. Like I'm running out. I It's too [9:58] much. I can't That's why I'm turning [9:59] people away because it's like [10:01] overd delivering so much. So again, [10:05] no matter what path you do, whether you [10:07] go up or you go down, [10:10] what you're going to have to automate [10:12] and really get into building out with AI [10:15] is normally I would say you could hire [10:17] people, but the world has changed. And [10:18] so like now you just build this out with [10:20] AI workflows. [10:22] You can build a billion-dollar company [10:26] with this. [10:28] No question. And it's because the game [10:30] has changed. So, like if I were to start [10:32] a marketing agency 5 years ago, it's not [10:34] the best opportunity vehicle. You can [10:36] make some money, but it's a very hard [10:37] business to make a lot of money in. Fast [10:39] forward to today, um I think it was [10:42] A16Z, one of the one of the guys said [10:43] this, and I I like the quote, but he [10:45] said, "The next trillion dollar company [10:47] is a technology business [10:51] disguised as a services company." [10:56] And so you think you're signing up for [10:58] an agency, but the whole thing on the [11:00] back end is all, you know, clawed, AI, [11:03] whatever workflows that have been built. [11:04] And so all the stuff that you're doing [11:05] manually, you have to think about it [11:07] from a workflows perspective of what are [11:09] all the actions that I do on a daily [11:10] basis. You probably do a shitload of [11:11] them, right? And you have to be able to [11:13] one by one bucket those actions into [11:14] workflows that create the outcome for [11:16] the customer. When you document each of [11:19] those workflows, and you might have 67, [11:20] it might be a lot, right? That actually [11:22] create the outcome for the customer. one [11:24] by one, you will automate each of those. [11:27] And so when you do that, you can [11:29] actually scale this thing to the moon [11:31] the way you want to. And the thing is is [11:33] that no matter what direction you're [11:34] going to go in, whether it's high-end or [11:35] low-end, you having all of these [11:38] workflows dialed in, I see is important [11:39] and probably a worthwhile thing to do [11:41] now before you get too overwhelmed in [11:43] actually running the business. And so a [11:45] lot of people who start businesses in [11:46] this, you know, nowish time have a [11:48] tremendous um advantage over in like [11:51] existing businesses because like I've [11:53] got 200 plus people that I got to deal [11:54] with plus our portfolio company [11:56] employees. And so I've got a lot of dead [11:57] weight that I have to to to deal with to [12:00] move the Titanic whereas you it's like [12:02] you can be more nimble. And so like you [12:03] want to play to your advantage and not [12:04] like just purposely take on weight when [12:06] you don't have to. [12:10] And you're going to clients. [12:11] Yes. No. No. Not clients. the the [12:14] employees that you're gonna have in [12:15] order to basically don't grow faster [12:19] for some arbitrary reason. Fix the ops [12:22] of the business so that you can get your [12:24] time down to almost zero. Then scale [12:27] zero and you can do it now because you [12:29] got the cash flow and you got the time. [12:32] So it's like this is it. You got to go [12:33] slow to go fast. [12:36] You dig? [12:37] Perfect. Thank you so much, Alex. [12:39] Appreciate you, man. [12:40] Congrats on the How much did you grow? [12:41] How much did you uh grow since you've [12:43] been doing our stuff? [12:45] The whole business is in Alex for most [12:47] like I have their I [12:48] I read your books all the time all every [12:51] day. I'm in number one like I'm I'm all [12:53] the whole thing. When I was um when I [12:55] came out to L1 in September, I was doing [12:58] about you know I had about five clients [13:00] and now [13:01] I I came back. I'm at 27. Signed up one [13:03] today. [13:04] We're doing 10K days. It's been eight [13:06] days hitting it. 10K a day. [13:07] That's awesome, dude. I love it. [13:08] But it's growing too fast. So that's why [13:10] I always ask. Thank Don't grow too fast. [13:11] Yeah. Rock and roll, man. Appreciate [13:12] you. [13:14] If you're a business owner and you are [13:16] not growing as fast as you'd like, I'd [13:17] like to give you a free gift. So, my [13:19] team and I put together the $100 million [13:21] scaling roadmap, which is basically 200 [13:23] hours of us looking over all the [13:24] portfolio companies we've had and what [13:26] stages of growth they went through and [13:28] more importantly where they got stuck [13:30] and how they got past it. And so we [13:32] broke it in these 10 stages and we made [13:34] this little kind of quiz thing where if [13:35] you put in your business information, [13:36] it'll tell you where you're at and the [13:38] most important part for you, what to do [13:40] for each of the functions of the [13:41] business across product, marketing, [13:42] sales, customer success, recruiting, IT, [13:44] human resources, and finance. And so no [13:46] matter what you're struggling with, [13:48] someone else has already struggled with [13:50] it and solved it. And so I'd like to [13:51] give you this thing absolutely free. [13:52] free. You can go to [13:53] acquisition.com/roadmap, [13:54] plug in your business information, and [13:56] if you want us to actually help you [13:58] deconrain the business and you're trying [14:00] to scale, we'd love to help you out on [14:02] the thank you page. You can just book a [14:03] call with my team and we will look at [14:06] the business, see if we can help, and if [14:07] we can, we'll invite you out to Vegas [14:09] and we'll do this in person live.

===FILE=== NA61omfYgvI - Applying $100M Offers to E-Commerce I’m Pissed.txt
https://youtu.be/NA61omfYgvI
Applying $100M Offers to E-Commerce: I’m Pissed

[0:01] i am pissed not really but i recently uh [0:04] was on a podcast a few months ago via my [0:06] first million podcast uh with sam and [0:08] sean great guys and we were talking [0:10] about my book 100 offers which you can [0:12] get on amazon kindle for 99 cents if you [0:14] don't have the dollars for a hardback [0:16] and i heard on a later podcast that i [0:17] wasn't on that sean was saying yeah i [0:19] really love the book um but it's just a [0:21] bummer it doesn't apply to e-commerce [0:22] and i disagree [0:27] and that is why i'm making this video to [0:29] break down why the value equation and [0:31] the things inside of the 100 million [0:32] dollar offers book which pretty much [0:33] this this visual right here inc you know [0:35] encapsulates or or summarizes the the [0:38] vast majority of the pieces in the book [0:39] and obviously there's a lot more [0:40] examples and stories and there's you [0:42] know a lot of five star reviews on [0:43] amazon so check it out for 99 cents if [0:45] you want but the main point is that [0:46] these are variables that create [0:49] purchasing decisions that get people to [0:51] value something in order to buy it [0:52] because they value it in excess of price [0:54] tag and the idea here is if we [0:55] understand the things that drive value [0:57] then we can understand the things that [0:58] underpin price which then lead to [1:00] profits all right and so in the book i [1:02] do give a lot of uh service based [1:03] examples uh both b2b and b2c but i [1:06] wanted to take this video uh to do [1:08] something a little bit different and [1:08] talk about how it applies to e-commerce [1:10] all right because at the end of the day [1:11] people buy stuff because they value them [1:13] right and so the application may be [1:14] somewhat different but the fundamentals [1:16] and the the variables are the same okay [1:18] and so quick recap on this dream outcome [1:20] is people actually have to want the [1:21] thing that you're delivering to them [1:22] number one number two is that when they [1:24] buy they will buy based on the perceived [1:26] likelihood that they're actually going [1:27] to get that thing so it's like a lot of [1:28] people may want to get rich but they [1:29] will buy the one that they think that [1:30] has the highest likelihood of actually [1:32] them getting there right or a lot of [1:33] people might want to look skinny but [1:34] they'll work with the physician that has [1:36] worked with 10 000 patients rather than [1:38] their first patient because they're [1:38] perceived likelihood of actually getting [1:40] skinny or getting the surgery they want [1:41] is higher and in a very real way value [1:43] it more time delay is how quickly [1:45] something can happen right as between [1:47] when i buy and when i get if we can [1:48] compress that time horizon or that [1:50] timeline the more valuable it is if i [1:51] can get you a six pack in 30 days for a [1:53] six pack in 30 months which one you [1:54] value more of course the 30 days one so [1:56] we try and compress the time horizon [1:58] along how we deliver our products and [1:59] services and then finally effort and [2:00] sacrifice are the things that we have to [2:02] start doing that we don't want to do or [2:04] we have to give up doing that we do want [2:05] to do as a result of the purchase and so [2:07] in a perfect world we want to deliver [2:09] someone the dream outcome and when they [2:10] buy it because they have extremely high [2:12] likelihood or they're certain that [2:13] they're going to achieve that and [2:14] they're going to achieve it overnight [2:16] with ease right so fast easy [2:18] and exactly what they want the way they [2:20] want it to be delivered all right so [2:21] that's what we have to think about here [2:22] now in the book i talk about scarcity [2:23] urgency guarantees bonuses and naming [2:25] right and so what i want to do is just [2:26] apply these and the easiest way to look [2:28] at this and and prove out the point that [2:30] this 100 applies to ecommerce is to look [2:32] at the e-commerce giants all right [2:33] specifically let's just look at amazon [2:35] and over time they've really nailed down [2:37] hitting each and every single one of [2:40] these variables that drive value now if [2:41] you are an e-commerce person and you're [2:43] like why i can't sell on amazon well one [2:45] is you can the other is that you can [2:47] start thinking about it through amazon [2:48] lenses and of course it's taken him 30 [2:50] years to build this thing right but we [2:51] can still think if this is the [2:52] theoretical that we need to try and [2:54] shoot for this is the ideal scene then [2:56] we can start taking steps towards it to [2:57] improve the value of our offerings okay [2:59] cool now if let's say i wanted to buy a [3:02] jacket all right so this is a very [3:03] different example than my normal ones [3:04] and i have other examples and services [3:05] in other videos but this one is just for [3:07] physical products so let's say i wanted [3:08] to buy a jacket my dream outcome might [3:10] be that i look good in this jacket that [3:12] could be an outcome it could be that [3:13] it's very warm ideally maybe it's both [3:15] of those things right and i might even [3:16] want a jacket that looks good and that [3:18] isn't warm because i just want to wear [3:19] it because i think it looks good but i [3:19] don't want to get hot right so it [3:20] depends on what my dream outcome is [3:22] right so you're gonna have different [3:22] messaging for different avatars [3:24] depending on the on on the product [3:25] itself and what problem it solves all [3:27] right so let's just use for example that [3:29] i just want a fashionable jacket that [3:31] looks cool okay that's point one around [3:32] what our dream outcome is great now i [3:35] may be a buyer who's like but i'm not [3:37] that fashionable and i don't really know [3:38] how to like pair stuff and make it look [3:40] cool all right so what are the ways that [3:41] we can increase the perceived likelihood [3:43] of achievement of me achieving this cool [3:45] look all right well first off is reviews [3:48] if i have lots of five star reviews on [3:49] my page and i can read them then i'm [3:51] more likely to make the purchase because [3:52] i see other people made the purchase and [3:54] are happy about it right makes sense [3:56] that's why reviews amazon pioneered this [3:58] and then it became commonplace because [3:59] it increased the perceived likelihood of [4:00] achievement right what else can we do [4:02] and i actually saw this levi's did this [4:04] for selling a jean jack which is why i'm [4:05] giving the example because it was so [4:06] masterful and how they did it what they [4:08] did is that i saw this video it was uh [4:10] maybe 90 seconds and it had the jean [4:12] jacket and it had three different ways [4:13] you can wear it and they showed here's [4:15] how you pair it with dark stuff here's [4:16] how you pair it with light stuff here's [4:17] how you pair it with the same looking [4:19] jean and blah blah and i was like wow i [4:21] did not know how jean jackets work but [4:22] now i do and now i know how to wear it [4:25] so my perceived likelihood of achieving [4:26] the dream outcome of looking cool has [4:28] just gone up simply by them making a [4:30] video that demonstrated it right these [4:32] variables apply to services and [4:34] e-commerce just the same [4:39] it's just the way that we show someone [4:41] how to experience the dream outcome they [4:43] desire differ alright in a let's say [4:45] it's a i'm teaching a skill i'm going to [4:47] show somebody who has the skill showing [4:49] them demonstrating the skill and the [4:50] results of of having that skill right [4:52] that would be increasing the perceived [4:53] likelihood but if it's a physical [4:54] product then we have to think what's the [4:56] outcome they want and then how do we [4:57] increase the likelihood that they they [4:59] see that and easy ways to demonstrate it [5:01] right and to literally demonstrate this [5:02] is probably what you're thinking and [5:03] here's how it works that's why unboxing [5:05] videos and things like that work because [5:06] it decreases the risk associated with [5:09] making the purchase because they're like [5:10] oh that's what's going to happen it [5:11] decreases the other side of me swiping [5:13] my card what happens after that right [5:15] and as much as we can demystify what [5:17] happens after they say oh i now can [5:19] create expectations and then these this [5:20] product will meet the expectations and i [5:22] will be happy great now the next one is [5:23] time to like amazon has been the pioneer [5:26] of prime of two day shipping one day [5:27] shipping one hour shipping right and [5:29] they continue to try and drive this down [5:30] because they know that the faster they [5:32] can get people the things they want the [5:33] more that they will value and like it [5:35] and repeat buying on the platform right [5:37] and so this should be a no-brainer this [5:38] absolutely applies to e-commerce all [5:40] right now the next one and that can also [5:42] apply at different levels right there's [5:43] the actual purchasing experience but [5:44] then there's also the experience of [5:45] using the products it depends on types [5:47] of products that you have like a jacket [5:48] might not have a huge time delay in [5:50] terms of using it if you sold custom [5:52] tailored stuff then delivering it faster [5:54] or finding a way to operationalize that [5:56] more quickly would be very real value [5:58] right right so there's the purchasing [5:59] process and then there's also the like [6:00] the wearing it process all right and [6:02] like unboxing and actually having them [6:03] experience again the dream outcome right [6:05] now finally of these four variables we [6:07] have effort and sacrifice and so the [6:08] purchasing decision here amazon has one [6:10] click purchases with everything on file [6:12] save so you can make a purchasing [6:13] decision in a split second right and so [6:15] that's why the rise of products like [6:17] bolt and shop pay are all things that [6:19] have decreased the effort and sacrifice [6:21] and a lot of ecommerce stores uh have [6:23] been able to use this to their advantage [6:25] and make more sales right and that's [6:27] because in a real way things would [6:28] become more valuable so it increased the [6:29] likely that people are going to buy all [6:31] right but let's look at the other [6:32] ratchets that i said these are inside of [6:34] the book are enhancers of value they do [6:36] even more to increase the value equation [6:38] in your favor so that you can buy sorry [6:40] you can sell more stuffs okay so let's [6:42] look at amazon for example what do they [6:44] have under virtually every single item [6:46] how many they have left in stock is [6:49] their way of showing scarcity only two [6:51] left only six left only 17 left and then [6:53] they have it by size right so that they [6:55] can show scarcity at every single level [6:57] huh what does that do it drives [6:59] conversions people want to buy all right [7:01] are you guys are you guys tracking with [7:03] me does this feel like it applies to [7:04] e-commerce let's keep going urgency what [7:06] else does amazon do they have lightning [7:08] deals right when you do a limited drop a [7:10] limited edition drop of a t-shirt [7:12] there's only 100 printed and we drop [7:14] them on friday and first come first [7:16] serve what does that do it gives [7:17] scarcity and because you were giving a [7:19] ti there's a time component it adds [7:21] urgency now to really add urgency we'd [7:23] say we're only selling these for an hour [7:24] um but hopefully the point drives home [7:26] all right but a lightning deal for [7:27] example where they said we're only [7:28] giving this price for for 60 minutes [7:30] that is absolutely urgency all right [7:32] saying how many you have left is [7:33] absolutely scarcity are you guys [7:35] tracking with this all right cool now [7:36] guarantees so what do we do here well [7:39] amazon took this one step further not [7:41] only did they already have a money back [7:42] guarantee right because it's [7:43] satisfaction you don't have to do [7:44] anything you just send it back and they [7:45] made it easy to return stuff what they [7:47] did now is try before you buy right so [7:49] they have seven day layaway so you can [7:52] buy the thing and they charge you seven [7:53] days later you can literally try the [7:55] thing on and not even have to get billed [7:57] on the card right why'd they do that [7:58] it's a version of a guarantee why [8:00] because what we're doing is we're [8:01] decreasing the risk of someone [8:03] purchasing right that's what we're doing [8:04] here we're decreasing the like we're [8:06] decreasing the likelihood that they have [8:07] a poor experience which as an inverse [8:10] increases the likelihood that they do [8:11] have a positive experience if they [8:12] choose to purchase so it's like if i'm [8:14] trying it on before i buy it then i'll [8:16] be very darn sure that if i like it i [8:18] might perceive likely to achieve [8:19] achieving the outcome after i'm wearing [8:21] it is very very high that's why they did [8:23] it right this is an implied guarantee [8:25] it's a version of guaranteed so they [8:26] technically have two guarantees they [8:28] have one which is the money back [8:29] guarantee which has now become almost [8:30] table stakes for physical products but [8:32] on top of that they added in a try [8:34] before you buy all right now bonuses all [8:36] right some of these ones will include [8:37] bonuses like the training that i said [8:39] for for levi's like little videos on how [8:40] you can tips and tricks on how you can [8:42] use this thing right if you have a [8:43] widget that's like at home health [8:45] kitchen stuff having videos on how they [8:46] can actually use the thing in better [8:47] ways is huge if you have a supplement [8:50] business for example telling people how [8:51] to take the products and the best things [8:53] to combine it with and what time of day [8:55] and how they can make sure they don't [8:56] forget it and blah blah those are all [8:58] things that can be bonuses that can be [8:59] perceived benefits of doing the thing [9:01] right and all of this stuff goes back to [9:04] these variables okay in increasing value [9:06] and increasing the likelihood somebody [9:07] wants to buy all right and then finally [9:09] naming it in a way that i think it will [9:11] be cool if i said my dream outcome was [9:13] that i wanted a warm jacket then [9:14] probably having warm or hot or fire or [9:16] flames or oven right in the name might [9:18] be something that would increase my [9:20] likelihood that i'm thinking this is [9:21] going to be something that will help me [9:22] experience my dream outcome right okay [9:24] now on the flip side if i wanted just [9:26] something that was fashionable and light [9:27] then it might be a light fashion jacket [9:29] right and so it's telling me the dream [9:31] outcome so we have to be explicit in [9:33] what we're doing and i'll also bet you [9:35] right that you'll have different avatars [9:37] that will be attracted to different [9:37] things or maybe you same avatar but [9:39] they're they're solving different needs [9:40] so the question is what job is are we [9:42] trying to do what's the job to be done [9:43] and then everything else is going to [9:45] fall down from there now amazon [9:46] specifically people name it based on the [9:48] things that people search for right [9:49] which makes sense because why would they [9:51] do that because it's exactly what i was [9:52] looking for by naming it properly and so [9:55] my hope here is that uh this video at [9:57] least gives you a little bit of a [9:58] cursory overview of the things that you [10:00] can do within an e-commerce or physical [10:01] products business to apply the 100 offer [10:04] framework to make your stuff more [10:06] buyable so that people increase in [10:08] higher amounts at higher percentages and [10:10] they do so willing to pay higher prices [10:12] because you have checked all these boxes [10:14] off and the competitors that you have [10:15] might even have the same product as you [10:17] but they haven't increased the perceived [10:18] likative achievement they haven't shown [10:20] how demonstrated how they can use the [10:21] product they don't have guarantees they [10:22] don't have tribe before you buy it takes [10:24] two weeks to get there and the [10:25] purchasing process is a pain in the ass [10:27] they have to make an entire profile they [10:28] have to do all the stuff right and they [10:29] find out that there is no scarcity so as [10:31] far as they're concerned they can buy [10:32] this whenever so they can come back next [10:33] week if they feel like it right and [10:34] there's no urgency or time timeline [10:36] where they do it because maybe maybe [10:37] this is seasonal for for you but for [10:39] them it's year-round so again they can [10:40] take even more time to make the decision [10:42] right and then in terms of bonuses yours [10:43] comes with all these different trainings [10:44] and things like that they can and how to [10:46] use the product and how to use it in [10:47] different ways and even how to use it [10:48] for different avatars to solve different [10:49] problems right because people are going [10:50] to experience different problems that [10:51] they're using they're hiring your [10:53] product to solve right and then of [10:55] course your competitors calls it jacket [10:58] and you say like fashion jacket and all [10:59] of a sudden the person says you know [11:01] what i think this is exactly what i need [11:03] and i'm going to buy right that is how [11:05] you can apply the 100 offers framework [11:07] including the value equation and the [11:08] other things that i talk about enhancing [11:09] value from the book to a physical [11:11] product business all right so mostly [11:12] nation i love you guys keep being [11:13] awesome and i'll catch you guys in the [11:14] next vid bye mozzie nation if you [11:17] enjoyed that video smash the subscribe [11:19] button and hit the little notification [11:20] bell the reason for that is because i [11:22] don't actually have a cadence when i [11:23] make these videos so if you want to make [11:24] sure you don't miss the next one that [11:25] comes out go subscribe notify and i'll [11:28] see you the next one bye

===FILE=== NcD2t9qt-fM - The Best SALES TRAINING On The Internet.txt
https://youtu.be/NcD2t9qt-fM
The Best SALES TRAINING On The Internet

[0:00] we are all one decision away from changing our lives forever and a lot of us don't even know it and the difference between the decisions you make today and the ones that you made last year if [0:08] they've gotten you to where you are right now they were not good decisions and so if we want to have more power in our lives we have to first understand what power is and second how to unlock [0:16] it through the actions and decisions that we make and if you have a company or a business or a job where you need to influence other people or you need to get people to say yes or you need people [0:24] to make decisions or most importantly make decisions for yourself that are going to change your life for the better then we have to understand what the topic means if you don't know who i am my name is austral mostly i own [0:32] acquisition.com and 10 years ago i was sleeping on a gym floor and 10 years later i am now in my mom's basement that is how much better my life getting this [0:39] is actually penthouse and i like to work in a closet because i like having the quiet and not having distractions but uh my life has gone significantly better [0:46] uh and i recently spoke at coaching con and they wanted me to talk about this specific topic because there was a series of events and decisions that made massive differences in my life and i [0:55] broke them down and after i gave the speech and got off stage i had hundreds of people who messaged me saying that that uh speech was one of the things that made them take huge strides in [1:02] their life and honestly made them more powerful and that is all i want for you mostly nation is to become more and more powerful so that we can all make the world a better place all right so enjoy [1:11] the presentation and i'll see you guys the other side it's just great to be here so thank you guys so much i promise that i will do my absolute best [1:19] to give you a high return on your attention uh because it's the most valuable thing you guys have i just want to thank you for investing here with me [1:26] today so that being said uh the reason i went up with gold diggers because we all know who's the real person who makes the [1:33] money in the family um and so i i picked right that's by the way the best passive income strategy in [1:41] existence is just to marry someone rich um they don't talk about that one right the uh the second thing though that i [1:50] want to talk about is uh is power and i think that actually before i get into that who here [1:58] wants to be powerful awesome and that's not everybody raised their hand which is interesting and i think i find it interesting [2:07] because i ask that question sometimes and in an audience sometimes it's easier to remain anonymous but one-on-one when you stare at someone's eyes you're like do you want to be powerful a lot of [2:14] people shrink away from that and i think it's because at least me when i was coming up i had negative associations with the word to me power was like the [2:22] emperor in uh star wars you know the lightning old fingers and everybody and so to me that was like power but i saw it as a negative thing [2:31] and i feel like as i developed i started to learn that power is neutral you can be incredibly powerful and bad incredibly powerful and good and so the [2:40] idea is if we can harness power then it amplifies who we are and if we're shitty people then we're very very shitty people and we're very [2:47] good we're very very good and so i hope that all of us aspire to have more power in our lives and that is the underlying theme of the presentation i'm gonna talk [2:56] to you guys about today so decision making who's so excited about decision making [3:04] well i'll give you the sub headline which is selling with logic to make lots of money and i think there are different selling [3:11] styles when i because i've trained a lot of sales teams we've built a lot of sales teams sold a lot of different industries now [3:19] people sell differently who here would consider themselves like an emotional seller like you get like emotionally invested in the prospect you [3:25] get them to cry anybody like that i'm saying cool who here is somebody who is uh is more of a like i'm not going to [3:34] let you leave type so you know who you are just raise your hand i am that way too sometimes all right just me fair enough um and [3:42] then the third is kind of logical selling which is like let's just talk through this and if it makes sense let's do it if it doesn't no worries between those three [3:50] types i i tend to actually be more of a logical seller in general and i've gotten a lot of a claim rightfully [3:58] or not that was wild um sorry i actually have a fear of birds um [4:05] so this was about to be a very short presentation and so and so a lot of the a lot of my like [4:14] success using logic and sales has given me a lot of acclaim and this is the first presentation that i've put together so this is just for you guys [4:21] this is a brand new presentation because i've been thinking about like reverse engineering what are the things what are the frameworks we think about to get to yes right and the yes that i [4:30] want from somebody is not a yes i'm going to buy but yes i'm going to decide and i think if you can delineate that for yourself too it takes a little bit of the [4:38] pressure off selling because my goal is to give this person power and you have to understand what power is in order to give it right who here knows [4:46] the definition of power go for it i love that thought to existence is what [4:54] he said which is actually a really favorite way so the dictionary definition is the ability to influence or direct events or people that's the dictionary [5:02] definition but i love how you said it because as i see omnipotence so god or a god figure would be as they think it [5:10] appears so the the distance between thoughts and reality are ins there's there is no distance right that would be an omnipotent being if he thinks the world [5:19] the world exists right and so as we take steps towards that as the ideal we become more powerful and if we can do that for our prospects we can allow them [5:28] to step into the person they want to be and make a decision to own their [ __ ] one way or another does that make sense cool all right so let's rock [5:36] so this will either be the best presentation on sales you've ever heard the worst presentation on sales you've ever heard [5:43] or somewhere in between that is a promise all right and so i thought it would make sense to start with this we have a high this is [5:52] charlie munger who's probably like my number one hero in this season of my life we have a high moral responsibility to be rational and i think that getting [5:59] someone to rationally decide is important because emotional buyers oftentimes get excited they'll buy and then who's had somebody who calls him two days later is like i don't know why [6:08] anybody raise your hand just so you know you're not alone okay and what happens is it's just like dating i think layla talked about it yesterday [6:16] if you have a rational foundation for a relationship or a decision when the emotions fade the logic will continue [6:22] and so it's good to answer both sides of the decision-making process the short-term side is the emotion that gets you to decrease your action threshold [6:30] and take a step right but the logic is what makes it stick and actually makes a great customer all right and so for me and i think that the further [6:38] along you get in business and the higher up you get in business the more you'll see people who tend to make more logical decisions more logic first decisions and fewer and fewer emotional decisions all [6:47] right so what does being a rational sorry what does rational logical have to do with selling well [6:55] you have logical buyers and you have emotional buyers in general right most people sit on this continuum one way or the other [7:03] and emotionally people want to believe you people want to buy you must help their logical brains [7:10] justify the decision that they already want to make think about it that way they want to buy from you you have to help them all right [7:19] so who here identifies actually i'll skip through this emotional logical you're probably in between anybody in between [7:26] these two anyone all right then you'll love this so before we get started i thought [7:34] i would give you a few beliefs about selling that have served me very well throughout the years number one people want to believe you they want to [7:41] buy you must help their logical blames brains justify the decision two selling happens before you ask for the sale [7:49] closing happens after so you're selling for a lot longer period of time but the moment you kind of like take your pants off and you're like this is what it is [7:56] that's when you're closing right you have now solicited now you close [8:06] three it's easier to handle obstacles than objections i'll get to what the difference between those are in a second [8:14] that being said expect and plan for no it is not failure it is expected so stop [8:21] being surprised it's one of the first things we talk new sales guys into is expect no that's not like that's a part of this [8:29] if they already were going to say yes then you are not necessary no is the job right if they could make the decision on their own [8:38] they would just send you the money right the reason they're struggling is because they can't and they need your help which is why sales is actually the first step [8:47] in coaching and i see sales as power if you can have the ability to direct or influence others that is power [8:55] and i feel like it should be made much cooler than i feel like it is five if you didn't get a gasp from a price tag you didn't go high enough [9:04] this is another belief so for those who are afraid to raise your price if you're not getting gasps you're not going high enough [9:12] straight up and when you do it that way you can always walk down and have a beautiful price anchor right when you say a hundred thousand dollars first a grand feels like a [9:20] rounding error it's true but when i say ten dollars first like i'm saying right now ten dollars and i say a thousand [9:27] sounds way [ __ ] bigger doesn't it so you gotta get the gas and you gotta train your guys if you have a team they have to be comfortable with no and [9:35] they have to be comfortable with the gasp they gotta go for the gasp and be like dude you should have heard the gasp on this one right there we go seven [9:43] selling properly is the first step becoming a coach right your first impressions the expeditions you set dictate the relationship how you sell [9:50] the fact that use logic in the sale will set you up for success and your client for success in the long run eight selling is helping prospects make [9:57] decisions out themselves like you are helping them help themselves that's where the power comes from you are not helping them you're helping them help them [10:05] see the difference it's nuanced but it's real nine keep the prospect not the sale as the priority [10:13] it's not about us the more you can vanish in the sale and and magnify them [10:21] the better your selling conversations will go because it's not about us they don't care about you they only care about them and they will talk about [10:28] themselves as long as they'll let them this is a really important one especially when you start to getting into closing seek to understand [10:37] not to argue and the way that i train our sales teams around this is childlike curiosity so when someone says when someone [10:45] objects to something it's like huh that's so weird i wouldn't have thought that tell me more about that right and you get to be able to [10:52] maintain that childlike curiosity the same way they train fighters to not breathe too much during a fight through exposure the more you more times [11:02] you get into these uncomfortable high stakes closing scenarios the less weird and high stakes they become because they [11:09] become what you do every day and the good thing is you get to have this conversation hundreds and thousands of times and they only get to have it once [11:17] so you [ __ ] better be better at it than them closing is a dance not a fight it's seduction [11:24] not rape i mean i'm being super serious about this the goal is not to beat them into [11:31] submission the goal is to sell from your back foot it's like i'm good i want to help you help you and if that means not doing [11:40] this then i [ __ ] love it i'm with you i'm on your team and i'll give you a bullet around that in a second [11:47] selling is a transference of belief over a bridge of trust therefore there are two things that are required you must believe so that you can [11:55] transfer it and you must have trust to make the transfer because if you truly believe in a lot of times you st anyone been on a hot streak when they're [12:04] selling anyone anyone who just had their hand up ever been on a cold streak [12:11] most times you go from hot to cold not because you forgot how to sell because you stop believing in why you're selling you have the same skills as you did the day before [12:19] but sometimes you get a text you get an email you get a pain in the ass customer you ask for a refund whatever the hell it is right and then you question yourself [12:27] and so that bridge might have been created but there was nothing to walk across it because your cup wasn't full and so that's why especially it's you in the beginning but your teams over time [12:35] the process of filling conviction is one of the easiest and best ways to increase someone's closing percentage better than any of the training in the [12:43] world if you get someone to believe they will sell the right way because they're doing it not to make the deal because they want to help the other person 16. you [12:52] can only build trust if you generally want to help and humans are exceptionally good at sniffing out intention it's a survival mechanism you have to know if someone's trying to [12:59] double cross you we're very good at smelling it out and the reason a lot of you guys can't close is because you only care about closing [13:06] belief and trust are a continuum not binaries so it's not you believe or don't believe it's not they trust you or don't trust you but how much do they trust you [13:14] how much do you believe how deeply do you believe because anyone ever been around somebody who just believes balls to bone something that you think is [13:22] batshit crazy like i mean all the way so much so that you start to question what you believe [13:30] that's what real conviction does 18 closers ask hard questions and it's because you genuinely care that's why you do it it's why we're here [13:38] who here wants to impact thousands of lives and help people then you got to [ __ ] ask hard questions because it's the only thing that's going to actually pierce [13:46] someone's heart and actually get the transformation to happen if you can't make if you cannot have transformational conversations you cannot coach and this is the first step [13:55] the person who cares the most about the prospect wins the sale that includes them so if you care more about their [14:03] well-being than they do you will win and if you are more convicted they will question their own excuses [14:10] because you are so certain a little little nugget for you report all your sales by the way because when you do get on [14:17] that hot streak right you get on that hot streak and then you get cold again watch your hot streak see where you pause what jokes you made [14:26] when you asked for the sale when you did it how you overcame it and it'll get you back in the flow much faster than trying to question yourself what i do what i do [14:34] always report all your sales it's also the easiest way to train new people and then lastly 21 power is the ability to direct or [14:42] influence people if you want to be powerful you must understand this skill and that's what we're going to talk about cool [14:51] awesome when does selling happen does it happen when they're a lead does it happen when we're qualifying them does it happen when we solicit the sale [14:59] does it happen when we close the sale when does the selling happen all the time the entire time selling is happening [15:07] but what are we going to talk about today just this just closing everything you have to do after [15:14] asking someone to buy why are we doing that rather than the entire process beyond the fact that we'd be here all day the other reason and i love this [15:23] is that closing has one of the highest predictors of success in business and here's an analogy for it everyone familiar with the nfl [15:32] great so here's an insane statistic the top five red zone offenses in the league [15:39] now last five years made the playoffs 90 of the time here's why this is interesting and crazy there's a million other stats they could [15:47] have horrible defenses they could have terrible coaching they could have a terrible whatever it is right they could have all these things that are wrong with their they could have terrible [15:55] special teams whatever but just this one set if they're in the red zone they [ __ ] close [16:04] and i can tell you if you have this ability if you have the skill it will make up for a tremendous amount of deficiencies in other areas of your life [16:11] and business and it will buy you time to learn those but if you can't close it's very difficult to grow in business especially [16:19] in the beginning because it's probably you that's why we're talking about closing why is this important from a money getting perspective well first off if you have 100 people [16:28] walk in the door 10 are never going to buy just accept that right problem is you don't know which 10 it is [16:36] but ten percent ever gonna buy ten percent are always gonna buy you just gotta not [ __ ] it up and most of you guys these are the only sales you're getting they're like well i [16:44] already i'm already here my friend told me about you i have my credit card out and some of you are like well you know let's make sure you're like just shut the [ __ ] just take the card you know [16:52] what i mean like shut up right that's like hey my friend's so awesome you got to meet him and she's like oh my god he's great and then the guy starts [17:00] 17 minutes talking and she's like just kidding you know like terrible right but this is what we fight for this is what we train and if you [17:08] want to make a big impact that's what we're fighting for it's the middle 80. [17:13] why this presentation will make you money if after this presentation you just have one more bullet one more play in your arsenal to close where i get you [17:20] one more deal a month i'll feel like my job was done all right and hopefully if you just do that it'll pay for your entire weekend all right [17:28] that's my goal for the president that everything that you guys have done for this whole weekend is paid for is that cool fair outcome all right [17:35] this is one of my favorite sayings you're only one decision away from changing your life forever and whenever i feel overwhelmed or i [17:42] feel like i'm decreasing like i feel powerless i feel like i have less power than i want to have i always say this to myself because it's like i can take one decision and change [17:50] [ __ ] everything you know i mean like i can i can drink a bottle of jack get in the car i can change everything with one decision [17:57] right i can make a step to to invest in something i can buy something i can invest in myself i can i can have a terrible conversation with an amazing [18:05] conversation with layla but just one decision and that's always given me power but the thing is is that instead of changing our lives [18:12] we blame when i say blame i want you to think give power to sources outside of our control and this is what you and this is what [18:21] your prospects and your customers are doing and this is why so many people are weak and powerless and so we're going to do a fun activity today because i want you to be involved [18:29] so you can learn it we're going to do this so that one you can help decisions to help yourself with whatever decisions you're facing two you can use these frameworks to help prospects help [18:36] themselves and the three become more powerful so but rather than keep this hypothetical i need you to visualize the decision that you need to make all right [18:45] you do that for me fantastic and this is why i want you to actually think through a decision together [18:53] because this is a statement from confucius i hear and i forget i see and i remember i do and i understand so my goal here [19:00] 19 minutes isn't for you to take screenshots of every picture of every slide that's not my point here because the thing is is when you do that and you kind of i mean this is why i do [19:07] it i take pictures so that i don't have to remember it but i don't want you to remember it i want you to understand it if you understand it you won't have to [19:15] go back to your notes because let's be real half the time you're not even open these notes up again you're here now with me try and understand if you do that it can change your life because [19:24] what we're going to do is not going to be some scripts that you have to understand but the logic behind the arguments that people will give you as to why they are not choosing to become [19:31] more powerful and if you can unlock that you people will feel more powerful talking to you and they will want to buy from me because of the feeling they have [19:39] does that make sense and so that's when you're using logic to create an emotion so here here's an easy one for you anyone here presented with the decision last 24 hours [19:47] yes great fantastic so who thinks the decision could change your life for the better great for the worse who knows all right [19:55] let's go so here's my goal i want to show you as though you were prospects how to think through a decision and help others using these frameworks right what you want what you don't want maximize [20:04] the left minimize the right so here's what this is translated to if you decide to buy the offer you feel more certain about your decision decided not to buy the offer you feel [ __ ] $100M Offers: How To Make Offers So Good People Feel Stupid Saying No (Hardcover) acquisition.com [20:12] certain about the decision and if you're undecided you make a [ __ ] decision all right and you feel good that it's the one that has the highest likelihood [20:20] of getting you closer to where you want to go and this is what we have to walk through with our prospects when you're looking at them you have to be like i don't want you to buy [20:29] i want you to decide for you not for me i'll be the same either way right you're like i'm going to be ripping in shape it's not going to change me right like [20:37] that's not going to change but like it will change for you right so quick note on sales ethics and then we'll dive in helping someone make a decision to help themselves does not [20:45] mean buying from me that's a reiteration you have to keep their goals at the center of the decision and you should be happy i mean this because if you can shift [20:53] this truly if you can be happy when someone decides to own the power and not work with you then the pressure around [21:00] 21 minutes sales disappears it evaporates there's no stake the stake is did i help them does that make sense and that means that you can win every sale because you [21:08] change the metric you're measuring yourself by that's the superpower like and that's where you do make the most sales because you don't care about the sale because you care about the [21:17] person and the people pay the people who pay the most attention so i call it paying attention they pay for it they pay for you to pay attention rather than [21:24] talking about yourself right because they don't care about you because they're thinking about 100 other things and this is why most importantly [21:32] make high-stakes decisions to help your prospects in order to best serve them okay so i told you earlier i was going to talk about the difference between [21:39] obstacles and objections a couple you guys raised your hands but the differences i'm not gonna ask i'll tell you what it is obstacle is a thing that blocks one's [21:48] way or prevents or hinders progress when you disagree with them that is an obstacle this happens before [21:56] you solicit the sale someone says some [ __ ] before we even get to the sale that's an obstacle a simple example i hear all the time hey [22:04] why'd you hop on the call today hey why'd you walk in the gym today whatever it is right them i just wanted to find out a little bit more about the program first 10 [22:12] seconds obstacle you're not here to find out more about the program your because you're fat but they got to say it so you're like oh so you're finding out [22:21] like do you do this all the time do you go to lots of different programs to find out information or is there a problem you're trying to solve they're like oh well you know i'm trying to lose [22:28] weight like oh god so you're not just hopping on 100 calls a day because i was like that would be a very weird existence right you just hop on for information all day [22:35] right fantastic i've had this conversation before right so it's an obstacle right and the thing [22:43] is it's easy to confront and destroy obstacles before you ask for the sale once you've asked for the sale you switch to objections [22:52] objections is when they disagree with you so it's much easier to be on the other side disagreeing and helping them break their beliefs before the stake has been [23:00] 23 minutes presented after after the after you're in the red zone it's all closing it's all objection overcomes right example that's like i don't want to buy right now and you're [23:08] like totally understand what are the main criteria thinking through which is always funny because people are like i need to think about it i've never had someone like leave because they need to think about it i'm like cool what are [23:17] you thinking about they're like oh i'm still here right so learning how to talk through these [23:25] high stakes decisions with yourself or others is the purpose of presentation and as a result you'll become more powerful okay so before i dive into these each of these arguments i have to [23:33] make this one statement that the person must really want the goal and believe three things one [23:40] which we'll get to there we go the product will get you the goal comma the way they want to get there and i learned that second half the hard way because we [23:48] found out in gym launch that people would say no sometimes to buying memberships right or buying challenges or whatever but when we offered them the [23:57] ability to come back the next day help them for free we'd sell them 400 of supplements and they just said no to 100 down service thing [24:05] and like what the [ __ ] it's because they want to lose weight but they want to lose weight their way and so that's when i started learning [24:13] like oh not only do we have to make sure that they want the goal and they believe that the product's going to get them there that has to get them there the way they want to get [24:21] there this gives you ammo for the questions that you're going to ask just make sense okay the second thing is that you and others [24:29] will support them like are you telling me the truth is this really what's going to happen will other people around me support this decision and the third [24:37] is that it will work for them and not just everyone else sure i've seen the people who step on the stage but they're different than me [24:45] i'm a snowflake i have metabolic thyroid ketosis right whatever i have zero influenza allerger [24:53] whatever you know what i mean like i have no following is itis right whatever it is right whatever [ __ ] you tell yourself and what you have to do in this [25:01] situation is you have to provide proof so that it'd be more unreasonable not to believe than to believe and this is a logical close this is not a this is not an emotional close [25:10] this is when you look at someone and say how many people would you need to see for it to be more unreasonable for you not to believe than to believe [25:17] at what point is it 10 is it 50 well here's a thousand tell me when to stop [25:24] okay okay okay great so that's not the real reason and then you can confront the real [ __ ] all right so otherwise if they're not sure of those things if they don't [25:32] actually want to lose weight if you don't actually want to make money doing online fitness then it doesn't matter what jason says you don't want to make money doing all [25:40] my fitness you're not going to buy right if you do want to make money doing online fitness then you go down you go down the track the train tracks that make sense [25:48] okay again this is why you expect no at first because if people could make the decision they would have already made it all right now to the main course richard feynman besides charlie one of [25:57] my favorite thinkers of all time he was like the second guy on uh the atom bomb sounds negative brilliant teacher he's known for this understand don't memorize learn [26:05] principles not formulas and that's what the rest of this presentation is about is the principles behind overcoming these distortions that people have and [26:13] so this is me asking you for your own sake don't take pictures of the slides it's because all the stuff's gonna be in the recordings but you are here now so be here now so you can understand it [26:22] okay so there are three sources this is a huge breakthrough for me so i'm going to share it with you the first time shared [26:29] a life there are three sources that we cast our power to okay and it took me a very long time to get through this because i looked at grant and he had his [26:38] you know you got stall decision maker money then you talked to barry who owns sage she's like you got time fit uh money [26:46] fear shame right those are hers and then jordan belfort's got his and so everybody's got like these are the only overcomes right i was like there has to [26:53] be an actual truth here like there has to be something that's true that's unquestioned and so trying to figure this out i [27:01] actually went back to dr albert ellis anybody who knew he is no one great um who here knows what cognitive behavioral therapy is cbt [27:10] he invented it smart dude and so what he noticed is that he originally had 11 distortions of reality [27:18] then he dropped it to nine then a seven and they came with three and the three stuck and the three are what i'm about to share with you and you're like why is [27:25] he talking about this about sales because the objections that people offer you where they cast their power to are distortions of reality [27:33] they are the things we use to upset ourselves these are the three circumstances and this is the irrational statement that people make [27:42] i must get what i want when i want it i must not get what i don't want if i don't get what i want i can't stand it [27:49] that's when people blame their emotional disturbances on emotional services on circumstances two others other people must treat me fairly and [27:58] kindly and if i if they don't they are no good and deserve to be condemned and punished it's like your animal brain right three [28:06] self i must do well or else i am no good these are the three core distortions that upset people this is like mental illness right [28:15] and so i'm not saying anyone has mental illness if they don't agree with you it's more so that these are distortions that are not real and if you can understand not memorize if you can [28:24] understand this then you can have these high-stakes conversations understanding exactly which distortion they're suffering from and i'll show you how to overcome them okay [28:32] and so i like to consider like the onion of blame people this is like one of the bigger breakthroughs i had they start with the outside they blame [28:39] circumstances time money other [ __ ] and then the step next to that they start to blame other people my spouse my kids my employees [28:49] and then finally they say like it's me it's my fault and so you might have to overcome multiple layers as you peel back [28:57] and based on the objection they give you you can know where you're at you know how close you are if someone just says i have to think about that you're like great i'm talking the person who's in [29:05] power and the decision maker and i just need to get them to say yes if they're like i don't have they're casting the power away and some of you guys are probably casting your [29:13] power away on decisions you need to make which is why i'm making this presentation even though that these are the things that distort people's realities because you're like no one's ever said circumstances are getting in my way [29:22] right like no one says they manifest in five ways that i want to equip you to deal with all right for yourself and others so these are the [29:30] five most common excuses scapegoats that people use for circle and if you find other ones these are the biggest buckets because i [29:38] didn't want to have 100 things here but the big three buckets are circumstances others itself right but they manifest with time in multiple ways and i'll show [29:46] you how value price money etc fit i'm a special snowflake others which is i don't have the authority to make the decision [29:54] and then finally self which is what if i just don't make the decision let some let life make it for me right avoidance stall [30:02] you go from surface level to core and as a side note you should never get stuck on the stuff near the top and ideally you should really never get [30:10] stuck anywhere on this equation if the person wants what you have and you truly believe in what you have to help them and i mean that like if you understand [30:19] this thoroughly you can walk someone towards helping themselves okay this is what they look like or this is what they sound like in reality [30:27] not a good not a good time right now i'm really busy right that's time can't afford it too expensive [30:35] fit not sure if it's for me i hate broccoli i can't do a plan with broccoli right i can't do a plan where i have to dm people every day it's against my brand [30:42] i'm poor but it's against my bread right authority have to talk to my partner spouse i have to talk to somebody who has more power than me it's funny because when you [30:50] start thinking this way it sounds silly and then avoidance i need to think about it clearly let's think about it now all [30:58] right and so i told you i want you to think about the principles behind these things not memorize you've got circumstances you've got other people and you have yourself and [31:06] we drill down so quick test who here is physically in the room raise your set wonderful arms are working we're rocking [31:14] so here's my ask raise your hand if you or your prospects present with this distortion [31:22] so who here is a time person i'm busy it's not a good time maybe in the future anyone deal with these sometimes it's yourself totally so i'm also going to tell you a secret about [31:30] this i think the reason i got pretty decent at logical arguments is because i am inherently skeptical and i will paralyze [31:38] myself from not doing anything unless i have really sound reasons to do it and i realized that i couldn't move forward and make any progress in my life until i [31:46] had these frameworks to think through these hard decisions through so i could start taking steps to where where i wanted to go it took me years to get there and so [31:54] hopefully i can give you some keys that help me unlock my own head to get out my own [ __ ] way so that you can too and help your clients all right [32:01] so the way i think about time and there's a lot of overcomes for all of these things what i tried to do is bunch the three biggest ones that i like to [32:09] use most frequently and if i uh veer from like the the bullets on the screen it's because i'm riffing with you and i'd rather just kind of stay in the flow [32:16] is that cool okay fantastic so when you're overcoming this one each of these is kind of a specific angle that you're attacking it from [32:24] so macro is like um this is a busy season for me i've got lots of stuff going on right micro is like i don't have any time in [32:32] my day so you're one person saying i've got lots of [ __ ] going on one person's like i can't find the time it's different sounds subtle but it's both about time but in different ways all [32:41] right and then the the last one is well when when i have time i'll start right whichever one is this [ __ ] horseshit but whatever okay so [32:50] as always we never disagree with prospects because you're not in a fight totally get it totally understand do you think [32:57] like do you want this to be something that lasts for the long term right it's a question you're like yeah do you think that you're going to be busy again in the future [33:05] well yeah so you want this to last in the long run and you do think you're going to be busy again in the future well then don't you think it'd be best to start now when you [33:14] are busy because if you learn how to do it when you're busy you'll be able to do it forever if you can only learn it during a perfect circumstance then you're going to fall off when it gets busy again and isn't that the time you'd [33:22] want to have the most support it goes for you guys too that's just number one we got so many lore right and so [33:30] when you knock that out the goal is that the person says well [ __ ] that's not a good reason you take one step towards the truth so when you're thinking about it's not [33:38] like oh i've got to overcome this one thing and then they'll buy you got to keep peeling and if you have this framework you understand the direction you're going in and you can [33:46] start listening for the oh they're talking about themselves now i've gotten two layers deeper right so that's seasonal micro you can't tell someone in a sale [33:55] hey take out your phone take out your hours by week pull it up oh look 22 hours on social media this week you've [34:02] got time so you say it differently you say you know what i had the same issue and i used to complain all the time about like how i didn't have time to to be successful and do things i needed to [34:09] do and my wife got so sick and tired of me saying this she pulled my phone out and she was like look i guess i just found your time didn't i i was like oh [34:17] [ __ ] and you can say it that way and then a prospect feels better does anybody here feel like they don't have time right and [34:25] the first thing that any program is going to do if it's a good program is going to cut out the 90 of the [ __ ] that you are doing which is causing you to feel overwhelmed which is probably the [34:32] real reason you feel like you don't have time jeff bezos at the same time you do right it's just what are the things that you're doing that he's not [34:40] it's not about adding [ __ ] to your plate it's about removing stuff that's not working because clearly everything you're doing that's filling your time is not making you more money so you're doing the wrong [ __ ] [34:48] so there's gonna be plenty of time because all the stuff you're doing now is not working right it sounds simple but that's the reason [34:55] right so we want macro grow when then hey in the future [35:03] when i've got time i'll totally sign up for your program right anyone heard this one anyone say this one right [35:10] and again you wanna you wanna empathize you don't say like ah that's [ __ ] you say totally understand that's i was stuck like this for years if you can step in their shoes you're not attacking [35:19] them you actually go from the inside out you step into their self and then you walk them through the epiphany that you experienced and it doesn't feel judgmental it feels [35:27] helpful that make sense i used to feel the same way right and i found this out actually from jason fladley and he was when he told me this [35:34] it's a it's a logical fallacy it's called the one then fallacy which is why it's how i remember it and the one then fallacy simply states [35:41] when i have x then i will do y but it flips sequence so it's like when i get better i will go to the hospital [35:49] sorry there's just so many like hilarious ones about like money and stuff like i will start saving money once i'm rich like all right the thing is is that we do [35:58] this right we do this i'll pay for the program that'll make me more money when i have more money [36:06] that's the point of the program i'll pay for the program that'll help me get a six-pack once i have a six-pack once i have more time which the program's gonna help me you know i'm [36:13] saying like it's just it doesn't make it's a fallacy and so what that means is it's a distortion it's not real and so the goal of having these [36:22] high-stakes conversations is simply showing people we're not attacking we're just walking them through and be like do you realize that this is holding you back [36:30] and i know this better than anyone because i'm a skeptical [ __ ] the reason i can do all these logical things is because i'm the first person i'd overcome right [36:37] and you might be too so once we attack time from these three angles depends which one they present with if they present [36:45] with one and then move to the next you can knock all three out you'll probably find some that that make the most sense to you but the thing here is it's not about memorization you just got to get [36:52] it macro you're always going to be busy won't you want the most help when you are busy so they can stick forever yes time my wife showed me my phone [37:01] turns out i got [ __ ] time but the reality is it's not about what i am doing it's about the stuff i got to stop doing and that's what i help you with right [37:09] this isn't scripting this is just understanding it right and then when then it's a fallacy it's a distortion it's not real and then just use two [37:16] crazy examples like once i have money then i'll save money when i'm rich right it's just like ridiculous okay so what do we do [37:24] one reason down and we're getting closer to the core right right so who here is somebody who's like i [37:31] can't afford it it's too expensive or has heard this from a prospect i was like i better see everybody's hands especially if you're selling high ticket [37:39] which hopefully you get a gasp so these are the four frameworks that i think through there's a million like money closes but these are the ones that i like the most [37:47] and that that to me resonate the best right and so why a lot is good is kind [37:53] of like my my first one here and so the reason that if someone gasps or think that this is a lot of money you just ask them is this a lot of money to you and [38:02] they're gonna say yeah if they say no then you're like awesome buy it and if they say yes right and if they say yes then you're like that's the exact reason [38:10] why you're going to be successful because there's other people who buy this thing and you know what they're not all in on it but the question is do you want to draw the lawn in the sand and go all in do you want to step over the line [38:18] and be the person you want to be because i can tell you that this is not about whether this works not i've already proven that the question is whether you work or not and so if you [38:27] put more on the line then you have a higher likelihood of being successful so you should be the last person to be worried about this i'm more excited because the best stories [38:34] are always coming from people like you in your exact situation so don't let that be a reason not to do it that should be the reason to do it so the next one is like why is this not [38:43] a lot so first is the fact that it's a lot for you is good it means you're going to try hard the second was like well it's a lot in [38:50] terms of absolute amount but relative amount it's very little right because if all this does is add ten thousand dollars a month to your income [38:58] is it worth it if all this does is get you into a bikini is it worth it yeah and so then what happens and the reason [39:07] that this is a stepping process right is that we're we're just taking these objections out of the way so we can get the person to confront reality not a [39:14] distortion they've created because the reality is the thing they're afraid of and so what happens is when they say yeah if it did that it would be worth it [39:22] right the problem is they don't believe you right and so it's like great then it's not about the price it's about whether you believe me so you [39:30] can sidestep it does that make sense we're taking a step closer and then obviously you can use a comparison you know depending on what you're selling if you can price anchor [39:38] with like well here they don't have a four-year degree for doing online fitness that's why the alternative education industry exists and it's because the [39:46] formal education has failed most of us right anybody graduated here with a four-year degree anyone immediately be able to use that [39:53] for your degree to get leads make sales no me neither right and what's crazy is that some of [40:02] these degrees are 50 100 200 000 and take four years when you've got something that can help you make [40:09] make that entire amount of money in half the time right for a tenth of the price when you think about it like that frame it's actually a great deal does that [40:17] make sense so you just frame it you have to give context all right so number one is the fact that it's a lot for you is [40:25] good it means you're actually going to try number two is if it does what we say it's going to do the value is there so that's not actually what you're opposed to which [40:33] then we can take the next step all right number three is what's money good for anyways this is actually one of my favorite lines of reasoning [40:41] for a variety of reasons and i'll get to it when you're looking at a prospect or looking at yourself you're going to spend this money either way over the next 12 months [40:49] you're going to spend it right and in fact not only are you going to spend it you're going to buy the program the question is whether you're going to pay [40:56] for it money or pay for it in time and so like you can learn every single lesson that's in this program whether it's losing weight you know $100M Leads: How To Get Strangers To Want To Buy Your Stuff (Hardcover) acquisition.com [41:04] getting leads selling online whatever it is right you're going to learn these lessons but do you want it to take 12 weeks [41:12] or 12 years and the question is are you going to be able to live a thousand lifetimes because of the thousand people that we've helped just like you and gathered all those lessons and put them together [41:21] so you don't have to do the trial and error for that entire period of time so the question is not whether you're going to buy it or not it's just how do you want to pay and so for me this is a personal note [41:30] and i'll probably say it at the end but like the reason it'll move quickly through life is that i will buy other people's mistakes because it's just it's the only way you can buy time [41:38] in this life is to buy the knowledge to take less time from other people who have taken their time and like if you think about human civilization in [41:46] general edison took however long to make a light bulb and then we just bought the lesson from him and now we have light bulbs right and the next guy figures out the next thing and then we just buy the [41:53] lesson from him and that's how we have to move faster so you're going to spend the money either way the question is 12 months from now is it going to be on [ __ ] that didn't get you anywhere or [42:01] stuff that is going to get you somewhere and no matter what you're buying you're buying the program you're just gonna pay time you're gonna pay with money [42:08] and if we're being real you've probably been paying for time the last six years how's that working for you do you want to do more of that this is also this is a this is a classic [42:16] one it's a very easy one to remember but like who here knows the difference between a self-made billionaire when they had [42:24] nothing and where you're at right now if you have nothing zero they both you're both broke they were broke you're broke whatever it [42:33] is that's where you're at right now the only difference is that that proves that if they were successful it wasn't about the resources they had [42:40] it's about how resourceful they were so i'll tell you a quick story about this so anyone here read uh shoe dog [42:47] right the story of nike so in the story he talks about how he was about to lose everything multiple times it's a crazy story [42:56] and this time it was like it was it was going to go down like it wasn't going to happen and he needed a tremendous amount of money and he just didn't have it he'd extend all his credit lines the banks [43:04] wouldn't do it and the next lenders they canceled on him and the company's going to fold because he was growing too fast at that point he could have just given up and said there's nothing i can do i [43:12] backs out all my cards i maxed it on my banks there's literally nothing i can do and his people already worked for free they're like we can't do this anymore [43:20] he went to his vendors and said you need to pay my payroll for me he went to his vendors anybody use like landing page software [43:28] anyone uh anyone use something from a vendor right it's like going to that guy like going to your videographer me like listen you gotta pay payroll for me this uh [43:36] this month because otherwise i'm not gonna be able to keep doing business with you because i'll be out of business resourceful not resources [43:44] and the reason this is so important is because when you have nothing it's the easiest excuse to give yourself because you're like well i have nothing that's why i can't it's like of course but every self-made [43:53] millionaire and every self-made billionaire was self-made and they started with nothing which puts them the exact same seat you are so the question is do you want to have power [44:01] or do you want to not have power when you have power you're resourceful in our resources right and so if we want to make these decisions that are going to help [44:09] ourselves we need to step into that and so when you're talking to your prospects it's the same thing right does that make sense [44:16] okay rocking i mean you can drill deeper into this is like do you think there's anyone else who's been in your situation who's achieved this or maybe worse than your [44:25] situation the answer is yes and if they can why can't you right so we're taking steps closer you guys digging this [44:32] okay cool oh thanks okay thanks [44:40] i wasn't sure if it was rapt attention or sheer boredom so we're not you feel do you feel what progress you're making like the person [44:48] presents this is i don't have time this thing shit's busy blah blah and you're like no no we're gonna take one step closer like you know what but i i don't have the money or it's too expensive [44:56] you're like well if you don't have the money you're gonna be successful it's worth it right yes i understand why it's worth it well you don't need money to begin with [45:04] right you got to be resourceful and you can find the money because i'll ask you this is a fun one for business owners who here has had an unexpected bill ever [45:12] come up taxes right yeah and then all okay so everyone here is [45:20] still alive who raised their hands who here was able to magically pull money out of their ass and figure out a way to [45:28] do it raise your hand here's what's crazy you have the ability to be resourceful [45:36] when it's for someone else and not for you it's because you choose to be powerful when someone else needs it but not for [45:44] yourself [ __ ] up right so stop doing that if you function [45:52] like you have to make payroll tomorrow and like you you're back on rent you're going to get kicked out you think differently and if instead of paying [46:00] 46 minutes your landlord you're paying you because that's what you want to do it shifts internally because everyone's here just proved the fact that you can [46:06] be resourceful when you choose to be so just choose to be so number three is it's not sure it's a fit for me [46:15] so besides the obvious ones which is like i don't want to work out broccoli sucks i i can't do a program where [46:23] where i i can't do cardio whatever the [ __ ] right um like i said i don't want to do dms i don't want to post on instagram i don't want to have a facebook group whatever right whatever [46:31] the [ __ ] is all right i'm not sure if the vehicle is a fit for me so usually you can overcome the easy ones but if someone is just really sticking [46:39] hard these are the three that i use to shift perspective okay so this one is new identity new priorities [46:47] so it's good to have cues for these things which is like we vote with our dollars about the things that we care about and if you show me what someone is spending their money and their time on i can tell [46:55] you what their future is and i'll tell you an interesting story so um i had somebody who was just like you who was like you know what i don't want to do this either and i told her [47:02] this story can i tell you it yes and this is what you'd say to the prospect right so i was with layla and we went to sephora which is a makeup [47:11] store and i show up like this oh i feel welcome and so we're standing [47:20] there she's doing something and i usually stay in the corner like this um and i saw these two little girls they might have been like i don't know girl [47:28] age so like 12 to 15 this like this this and they were like giggly and so excited and they had like the girl with the [47:36] smock came over was like helping her out helping them out and she was like okay this is like eyeliner and this is lipstick and this [47:44] is whatever blush um i'm just like using words i've heard this is how you paint your face and the [47:51] thing is the girls were like so excited and then they were like right before they left she was like girls she's like you have to remember like now that you're getting older and you're becoming [47:59] a woman you need to start budging for this stuff all right so you're gonna start buying this every month all right so like remember you got to save some money for this so you can have it [48:06] and the girls were so excited that they were like yes like we're becoming women now and these are the things that women do it's because when you have new identity [48:14] you have new priorities and so you've had priorities that are aligned with your old identity right there's the you that goes out that you the drinks the you that does the blah [48:22] blah blah spends money on [ __ ] you shouldn't do spends time on [ __ ] you shouldn't be spending time on and there's the you that you want to be and so right now we can draw the line in the sand and be like do you want to keep [48:30] walking down the road that you have been walking and if you don't then you have to step into a new identity and with that new identity comes new priorities because people who [48:39] want to be rich spend money on themselves they spend money on education they invest in their skill sets because i want to align my identity with the [48:48] identity of those who came before me who've done the things i want to do right and just like those little girls stepping into that identity we too must [48:55] step into the identity that we want to be does that make sense and so when you're talking to somebody who's trying to lose weight and they're like i can't afford a gym membership and you're like girl you're spending 200 [49:04] bucks on your nails and you've got a thousand dollar outfit on do you think another thousand dollar outfit would make you look better or [49:11] your high school weight right do you think another thousand dollar [49:21] outfit would make you look better or being rich as [ __ ] and i say that for those of you who are thinking about on the money side right [49:29] like you waste my i like some of you guys have bigger shoe collections than like it's like fitness like fitness people and shoes it's like [49:36] the weird like and lululemon and the you know spandex it's like a hundreds pieces anyways so it's like your whole wardrobe could be [49:44] consolidated into a skill that could buy you as many wardrobes as you want if you chose to right okay rock it i don't like this certain [49:51] aspect this is one of my favorite easiest ones to hit which is like you got to change the change right [49:59] what you have been doing has been getting what you've been getting and you got to change the change because like i remember i would go through meal plans with people and they'd be like well can we change this because this is [50:08] what i eat for breakfast can we just can we make that to breakfast and i'm like that breakfast makes you look like you [50:14] [Laughter] [50:19] that way you spend your first four hours of the day makes your bank account looks like what it does look like oh right [50:27] right taking steps right we're getting closer to the truth and so the thing is is that it's going to hurt to change because [50:34] change hurts and you've heard this one probably from tony robinson if you haven't the question is whether the pain of staying the same is greater than the [50:41] pain of change unless we just ask someone and this is in the help part if someone's like the pain of staying the same is not worse than this change it's like then [50:50] girlfriend like gain 50 more pounds and come back you know what i mean like get there i mean hit rock bottom this isn't it for you [50:57] i'm being real some people rock bottom is 12 body fat some people it's 500 pounds but [51:04] everyone's got one you just got to know where yours is and all you really got to do is just move what rock bottom is for you which is kind of interesting because you start making a change here which is kind of [51:12] interesting like interesting as a thought but are you in enough pain is the question you ask the person so for those of you who are unwilling to [51:20] make a change because it feels contrary to like i don't want to do i don't want to seem salesy i don't want to i don't want to help people like whatever right [51:28] like is your current situation more painful than the change that you will have to go through or experience to get to where you want to go and so the last one is [51:36] hypothetical i actually really love this this is a great framework overall for overcoming lots of different obstacles um or objections that present themselves but the hypothetical there's lots of [51:44] ways of phrasing this which is like you've probably heard the unicorn clothes you probably heard like if this were perfect would you do it i on a scale from one to ten where would this program be if 10 was amazing and one was [51:52] terrible what you know where is this they say a number and you say cool what would make it a 10 why isn't a one like you guys heard this scripting before so you guys are like no please talk slower [52:01] um the reason i said we have to learn the principles behind it rather than memorizing the script is that it all is based on one thing which is hypothetical which is if this were perfect would you [52:10] do it because you get a hypothetical agreement and they say yes if it were the thing is if you're like if this were perfect would you do it if someone says no then [52:17] you're like girl okay like let's take five steps back does my breath smell yeah [52:24] because the thing is they've actually told you a lot there it's like it has nothing to do with the stuff you're talking about they don't trust you and now we can talk about that right so it's [52:32] a great question to frame like where are we and so it's like if this were perfect would you do it sometimes they'll laugh if you ever pour the left they'll say yes right and so then you get to flip it [52:40] and say then what's different between perfect and what we've got the thing is is that people are very hard they don't actually know how to generate making a program [52:47] because they're not going to like know all the things you can deliver on the spot right and so they're like most of the time they'll be like i don't know [52:56] you're like right well because it sounds like it's nothing to the program it's all about to do with you so let's talk about that right and all of a sudden boom [53:03] one step closer to the truth does that make sense yeah yeah all right and that's why we do hypotheticals so if it were perfect what's missing and then [53:12] if you can if it's if they do give you an answer and they're like i just don't want to do broccoli and you're like i'd do green beans would you do it [53:20] they're like yeah you're like great green means it is sign here right like something you would be [ __ ] amazed [53:28] how many times [ __ ] like that happened so it's like one crazy thing it's like well if we didn't have that would you do it like oh yeah sure where were you 10 minutes ago right [53:36] and that's how you do hypothetical okay we're making we're making progress still with me still digging okay cool [53:45] authority all right this is one of my favorite fake and so this one instead of having three i really just have like one very [53:53] good statement of reasoning that you should understand okay this is real [ __ ] so this is more of a process than it is anything else [54:01] but the spouse or decision maker is not there right now note for you guys a lot of you guys have had the opportunity to go talk to a spouse but a lot of you guys don't have that in your business [54:10] right like spouse ain't there and they leave they're not coming back right where they are but very small percentage don't wait for it okay so [54:19] what we have to do is try and sidestep it by isolating the objection and casting aside the partner because the partner's not there so how could they object to anything they don't even [54:26] [ __ ] know who you are right and so the idea is and again this is assuming if you have a really long term thing then you want the partner to be there [54:34] right like ideally that's what you have but if you don't have the opportunity then you got to go through the next step all right which is what do you think they wouldn't like and then they will tell you and then you [54:42] just overcome the thing which has nothing to do with the spouse because spouse isn't there right very easy side step does that make sense [54:51] this works really well it's like why wouldn't they what's like cause they don't want me to fail whoa they don't want you to fail [54:58] let's talk about you and so this is the process that i walk through do they approve of your current struggle they happy that you're struggling [55:07] no okay then why would they not approve of something that's going to fix something they already don't approve of [55:14] right they're not happy with how you're currently doing why would they be against something that's already making them unhappy right right [55:22] well let me ask you this and their paws like if the rules were reversed and your husband needed this [55:29] to make what he wants his dreams happen or your wife needed this program to make her dreams happen would you support her [55:38] then why wouldn't you support you right right and i think the real problem that we're dealing with here and this is the kicker [55:46] is for everybody is that you're asking for permission instead of support because it is your life not theirs and [55:55] what happens is if you give that power to them and then two years from now you're still fat you're still poor [56:03] whatever it is who are you going to blame them and so that's when you have a resentful marriage because you didn't own your [56:11] [ __ ] and so i'm not saying you shouldn't like explain the decision to them but the way you explain to them is what [56:18] i just said which is if i don't do this for me i'm going to end up resenting you and i don't want that and instead of me bitching to you every [56:26] day about how we don't have money or about how i don't like my body i'm now doing this and i'm joining a group of support of community of people just like me and crazy enough [56:35] for some reason doctors go to college right right that makes sense they go to medical school lawyers go to law school but where do entrepreneurs go there's no [56:43] entrepreneur school no one teaches the stuff but it turns out there are people who teach it just for this specific industry and i can take failures of a thousand people and [56:51] pack it into a year and it's one-tenth the price of a four-year degree [56:59] right and so instead of whining to you what i commit to is i'm gonna show up and be a better husband a better wife a better partner i'm not gonna [ __ ] to you about the stuff because i'm gonna [57:06] take this seriously i'm gonna go all in and i'm not asking you permission i'm just asking for your support all right that's how you can overcome it because i'm be real with you [57:15] it is about them and you have to believe that like you can't say this unless you believe it because like you will you save marriages [57:24] by showing people that they're the ones in control because if they keep saying my husband's not gonna let me buy a weight loss program what do you think [57:31] she's secretly saying i can't believe you won't let me do it right if that's real if she's using it as a foil you side said be good to self right [57:39] but that might be the real thing and if that is the thing then you have to let them step into that and that's where you know having that's where like having a [57:48] three-day no-sweat guarantee or something like that is also helpful it's like hey sign up and i use i use a lot of rapport and humor in my selling and so i'd be like hey [57:56] cindy if you sign up and you tell your husband and he's upset you have and when he sees you he's like [58:04] girl i don't want you to get in shape i want you to stay overweight i want you to put those sweatpants on i want you sit on that couch reach your hand a bag of cheetos put the the cheetos fingers [58:13] on there i want you to create generational unhealth i want you to live 10 years less long i want you to see our grandkids i don't want that right i want [58:21] to marry a younger better you sooner because you're going to have a heart attack if he says that to you you have him calm and then they're like cracking up and you're like okay okay listen sign [58:29] up three day no sweat like if he if he does tell you that he just wants you to be out of shape and never leave him because uh because he's once you get too [58:37] hot because he's insecure if he says that um yeah just let me know all right so like the whole time you're just joking and stuff but the three-day guarantee helps like nudge a lot of [58:46] these people over is that cool you guys get that one okay sweet [58:52] and so that goes for you right like it's it's about support not permission that's the bottom line right support not permission because otherwise you're [59:00] 59 minutes going to blame them for your lack of dreams being realized rather than blaming the person it should which is you all right so this is avoidance now we're getting to the core [59:08] we've gotten rid of time we know that you've got time and the best time to do it is today because you're going to be busy forever right [59:17] value we know that you can't afford it if you can't afford it you'll buy it if you can't afford it's a great reason to do it and if the value is there then there's no reason not to because [59:25] it'll pay for itself right what's money good for anyways you're gonna pay for the program regardless you wanna pay less time or more time value's not a problem [59:33] fit you got to step into an identity right you've got to be willing to change and the question is just whether the pain that you're experiencing [59:42] is less than the pain of the change that takes to experience the next thing right if they step into that they're good because it's not about resources [59:50] it's about resourcefulness so fit's not an issue authority they have to own it it's about support not permission we all here [59:58] do you feel like we've peeled the layers back on your prospects and they're just laid bare naked there just you've solicited the sale [1:00:06] now you got to close all right avoidance so now they're like wait what do you think about it so [1:00:15] now that we've exhausted i'm putting this as emphasis we've exhausted all outside reasons now we're finally talking to someone in [1:00:22] power and that is what a good coach does we don't make decisions for people we help them make decisions so here's i have to think about it not sure give me [1:00:31] a hand who's dealt with somebody who says things that way all right at least one person here i'm kidding all you guys did you guys are great so this is how i divide this up [1:00:39] past present future and so hopefully this should already before i dive into these give you simple frameworks to work through time you've got macro micro when [1:00:47] then right you've got you got value you're thinking about it's not a lot of money even if it were a lot of money it's not a lot of money you're going to pay for it either way but you have the [1:00:54] simple frameworks that you can walk through you might just hit them with one and if they hit it with again give them the other angle because they're logical frameworks they're not scripts that's why i made them bubbles you don't have [1:01:02] to memorize it just gotta understand it past so like i need to think about it and so the thing is and this the first bubble there is if someone's like i feel [1:01:10] like this is happening so fast can we get that one like i just i just got on the phone with you i don't really know who you are and you're like hey this is not a fast decision right you've been [1:01:18] making this decision for last six years you continually make the decision all we're doing to say is deciding you're actually going to do something about it right how long you want to lose weight a [1:01:26] long time so this is not a fast decision at all but the thing is is that and this is where you go sunk cost so if i were talking to you guys i would [1:01:34] say you find you know you bought tickets because you saw some ad you registered there you got your flights you got a hotel you blocked the [1:01:43] time you flew here you listened to this whole thing you're six inches from gold this isn't a fast decision at all you [1:01:50] did all these things to get here because it's important to you so don't let that distortion stop you from getting what you want right it's fear [1:01:59] right let's face that what are you afraid of having happen which by the way i took the slide out but my two favorite questions to ask in a in a sale that i [1:02:07] feel like are the fastest to cut through is what are you most afraid of having happen if you buy what are you most afraid of [1:02:15] what's the worst thing that you envision in your mind and if they're not sure i just fill in the bikes i'm like i take your credit card i swipe over as much as i possibly can i go to vegas i put it [1:02:24] all on black and then i go to monaco where they can't extradite me fair enough and they're like i was not thinking that and you're like right so what's the worst you know like what's [1:02:32] what's the real thing like and then they're like you know i just have bought so many programs before you're like right [1:02:39] let's talk about that right and so i'm gonna skip one forward and then i'm gonna go back to it this is one of my favorite obstacle or objection overcomes [1:02:48] it's i call don't let it burn you twice and this literally you can see the date it happened yesterday this girl texted me or messed april 6th she said it's crazy to think that i had a sales call [1:02:57] with you six years ago and i'm kicking myself in the butt for not jumping on this is yesterday right like i don't even know the company anymore and i said you let a bad decision burn you twice once when you [1:03:06] made your poor investment but a second time when you let that bad investment stop you from a good investment it would be like anybody ever have a boyfriend or girlfriend in middle school or high [1:03:14] school that they're not currently married to anyone just like just come on help me out here okay [1:03:22] it would be like having a bad eighth grade boyfriend or girlfriend and being like you know what men aren't for me [1:03:30] all coaches suck right there's good coaches there's bad coaches there's crazy ass [ __ ] and there's crazy ass dudes you know what i mean [1:03:37] like there's also good ones and some things if you stop if you let the bad one prevent you from the good one you get burned by being with the bad one and [1:03:45] because you let the bad one control your next decision right and so when someone has had a bad experience with doing keto or whatever [1:03:52] the [ __ ] right or you had a bad experience with some program that you did or did not do or they didn't fulfill whatever either way [1:03:59] don't let that burn you twice because no matter what you're gonna have to do you're gonna have to do these actions whether you're part of the program or not you gotta do these workouts where you're [1:04:07] part of the program or not it doesn't matter you're gonna have to do it so you might as well do it but somebody can get you there faster right let me go back one real quick so [1:04:16] it's not a fast decision and this is another one that i love which is do you think that you're maybe in this position because you have struggled to make a decision in the past you have [1:04:24] waffled when it came time to make to make the hard call have you been in this conversation and said no before yeah do you think that's why you're here [1:04:33] yeah do you think that might be the reason you should change that yeah okay let's change it one decision change your life [1:04:41] and the last one is like are you tired of another year of almost right tied another year of almost hitting your goals of almost getting to [1:04:48] 10k a month of of almost you know hiring the team that you wanted of almost retiring your your wife or husband or almost moving into the neighborhood that you wanted to move into or almost being [1:04:57] able to pay for your kids recreational sports rather than not being able to because you can't afford it you're tired of another year of almost well if you're tired of another you're almost and we can't do what we're doing [1:05:04] to get here for another year because we're gonna get another year almost and so the question isn't what it costs you but how much has it cost you [1:05:12] to not decide up to this point right the cost of inaction and i think that when we think about our lives in reverse [1:05:21] we never regret the things that we did we regret the things we didn't do the opportunities that we let pass by and i think that if you can let that person step into that power they will [1:05:29] make the decision to help themselves like this person did not all right present so depends on what you're talking to [1:05:36] someone's talking about past stuff then you deal with the past stuff the second frame for avoidance is present which is they just don't know how to make a [ __ ] decision right and so you have [1:05:44] to help them make a decision and so this one the rocking chair is one that i just for some reason have used a tremendous amount of time especially when i'm selling weight loss is to be like i just [1:05:52] really really need to think about it like totally understand well let's walk through like what that looks like you're not gonna like go home sit in the rocking chair you know smoke [1:06:01] a cigarette because of course you're not healthy yet right you'll quit when you're healthy right you're smoking your cigarette you're like hmm am i gonna do this weight loss program right you just [1:06:08] sit there and stare into the clouds like i wonder no of course you get in your car and then you're gonna realize you got to pick up timmy from soccer practice you got to get groceries you got to cook you got to clean you got to [1:06:15] pick up you know go do laundry gotta do all these things right and then three four five days from now you're gonna put on that old pair of jeans and it's not gonna fit and you're like [ __ ] [1:06:25] and just there you'll have made the decision you'll keep living your life and so let's just make it now because the reality is that it doesn't take [1:06:33] information to make decisions so it doesn't take time to make decisions it takes information and i'm the only source of information you got so let's talk [1:06:42] i'm here i'm here for you let's do it right because that's the fallacy is that people think they need more time to make decisions because they assume they will [1:06:50] get more information in that time but if you are the source of the information then time does not help them and so let's confront it now and let me [1:06:58] answer the questions you have to make the decision one way or another does that make sense all right and so then they're like well then [ __ ] [1:07:06] how do i make a decision you're like glad you asked so there's three things that we got to understand do you believe that this product or service is going to help you achieve [1:07:13] what you want yes or no they're going to say yes right if they don't you can confront it note all of these [1:07:21] are confronting decisions so we've moved all the way down the onion right we're at truth now and all like the theme of [1:07:27] the of the last bullet is confrontation we have to confront the decision we got to peel it back and be like are we going to do this or not right because we [1:07:36] already got out the time we got out the fit we got out the sp we got everything out of the way it's just you do you think that this is going to help you get closer to your goals yes or no [1:07:45] two do you trust me to fill to fulfill my word that i said i'm going to help you i'm going to do these calls i'm going to do these workouts i'm going to do whatever right three this is the mo probably the most [1:07:53] important one do you think it'll work for you and if they say no you say why not and then they have to defend why not [1:08:01] and then it's very easy at that point it's a six inch putt all right and once they say yes to all three which is usually what will happen they're like cool we'll make the decision together you know how to make the decision [1:08:09] they'll say no you go through the three the last question is they said yes yes yes it's just do you have or have access to the amount of money to get started [1:08:17] do you have the amex do i want to help you enroll in an mx cause i wanna i wanna help you i'm good either way but if you believe that this is going to [1:08:24] help you get closer you believe that what i'm saying is true and you believe that you can be successful it's my moral obligation to get you going and do everything in my power to help you get [1:08:32] the money or get access to it because the real world is if i was giving you a ferrari right now for five thousand dollars you'd find the money if your landlord needed you to come up with ten thousand dollars because you had [1:08:40] background in payroll you'd find the money so find the money let's do it right three who wants to make informed decisions [1:08:49] yes how can you make an informed decision if you haven't even tried it [1:08:56] huh so this is when you have some element of trial in the program or some sort of guarantee which is why i'm a big fan of guarantees it's like well [1:09:04] you can't make the decision to buy that's informed until you're on the inside so i'm not even asking you to make a decision right now i'm just actually making an informed decision [1:09:13] which you can only do on the inside and if after 30 days i'm not what i said this product doesn't do what i told you i didn't fulfill my promise and you don't think it's gonna work for you you [1:09:20] let me know i'll give you the money back low pressure you get someone to decide but not deciding even easier that make sense [1:09:28] think that'll help you close yeah all right and then uh this one is i it depends on who you're selling to but sometimes if [1:09:36] you have a logical person it's like do you know what deciding even means like where the etymology of the work comes from it's d cadere which is latin [1:09:43] which means to cut off to kill off and so the question is which future are we killing off today [1:09:51] are we killing off the future of the dreams that you want are we killing off the future sorry are we killing off the future [1:10:00] 1 hour, 10 minutes of of not doing anything and the life that you've lived up to this point because indecision is a decision [1:10:07] inaction is an active decision right and so it's just which one are we killing today we kill your dreams we clean your past second last one [1:10:15] future so we talked about past so if they're thinking about the past things that hurt them don't burn you twice etc right they don't know how to make a decision rocking chair this is how you [1:10:23] make a decision three things you've accessed the money great let's get going you want to kill your past you want to kill your future right awesome we're talking about the future this is actually magnifying pain [1:10:32] which is cool you got here it's been five years you've been struggling how's another five years sound what if we just keep doing let's go with [1:10:41] indecision let's look at it what is five years of you doing what you've been doing look like and is that a place you want to be no [1:10:48] you got to change the change let's do it right and then you go right into let's consider the options which is like [1:10:56] like this is logic right so let's consider the options option one you do the thing you get the result [1:11:05] life is awesome option two you don't do the thing you don't get the result because you didn't do the thing option three you do the thing but then [1:11:12] you don't get the result all these are the options that can happen in front of you because we have a guarantee they're all risk-free except for one of [1:11:20] them only one of them has a true guarantee of not getting you where you want which is walking out the door so which risk-free option you want the one that's risk-free that guarantees [1:11:28] that you're not going to get there or the one that's risk-free and has the potential to get you where you want to go right that's not an emotional close it's logic [1:11:37] and if you have an offer that's set up that way you should be able to close most people as long as they don't think you're an [ __ ] right okay [1:11:44] this is one that's more around urgency because again this is avoidance if someone says i'm still not sure i want to think about it more or whatever you say well you're [1:11:53] not going to struggle forever right like you don't want to struggle forever you're going to do something about this whether it's weight loss business whatever they're going to say yes [1:12:01] you're like well if you're going to fix your business eventually you might as well start fixing it now so you can start enjoying the fruits of [1:12:08] that labor sooner would you prefer making more money faster or slower what's your preference great so if you're going to do it eventually you might as well do it now [1:12:16] so it makes sense it's a little nudge this is a final one that i just really like from a framing perspective which is instead of like [1:12:24] this has to be my savior this program has to get me to an ifbb pro bikini body and i'm 100 pounds overweight [1:12:32] probably not realistic right reframing the question is do you think that making the decision is [1:12:39] going to be help you get closer or further from your goal that's it because if we keep making decisions that keep getting us closer we will get there [1:12:46] eventually but if we make decisions that get us further away we will not get there and so do you think that this is going to get you closer to your goal than what you're currently doing yes [1:12:55] what are we waiting for we don't need to be snipers we need to be directionally right we do that long enough we'll get there does that make sense that helps you too because we have this [1:13:04] fear of perfectionism is this gonna be the one probably not but it will get you [ __ ] way closer right so i can tell you there's no one [1:13:12] program that changed my life but the decision to buy education changed my life forever does that make sense [1:13:20] all right boom and so let me look at the top we have no reasons left not to own the power that you have [1:13:28] it's just you all right and here's bonus number six and you can use this as one of like there's some clothes that you use all [1:13:35] the time you always go back to right the reason you are telling yourself not to do this is the reason you do it how long do you want i can't afford this [1:13:44] to be on your list of problems in life the fact that you don't have time is the very reason you need to do this the fact that you're so dependent on your spouse is the reason you need to [1:13:52] take this decision and own it right the fact that you're not sure about the person that you want to be is the very reason that we're going to help you get it in this program so whatever the [1:14:00] 1 hour, 14 minutes reason is is usually the biggest chain that you're holding on to is the thing that you're enslaving yourself to is the thing that you're casting your power to [1:14:07] if you break that chain power comes back to you and so the very reason that you're holding yourself back is typically the very reason that you need to do it so [1:14:15] hopefully this helps you realize that you and your clients are always in complete power did i accomplish that awesome [1:14:23] thank you and like i promised at the beginning my hope is that you become more powerful by [1:14:31] making decisions rather than letting life make them for you all right so here's a few final thoughts fortunes are created by taking a lot of [1:14:40] risk with a little bit of money fortunes are maintained by taking a little bit of risk with a lot of money and every one of those people that was [1:14:47] self-made takes a lot of risk a little bit of money and sometimes you need to take that step because it's the only way to build the fortune all right and if [1:14:56] everything that i've ever made in my life sorry everything that i've made in my life is the result of investing in my own education it has gotten me far [1:15:04] higher returns than any stock any real estate any crypto right any whatever by a mile and people say like it's all about [1:15:12] investing yourself like i just i think it sounds amorphous it's like buy experience and skills because no government can take that from [1:15:21] you no divorce can take that from you nothing can take that from you and i come from a family where so we're [1:15:28] persian and so my my parents had to flee iran during the revolution and so [1:15:35] they had land and houses and other stuff right and my uncle was [1:15:43] uh the brother to a guy who started the lottery in iran he owned the lottery because you can do that there right very rich [1:15:51] and so my dad and him he went to london my dad went to the u.s he had no skills and he was able to just forge enough [1:15:59] money to buy a print shop and he lives above the print shop in london and still to this day that's what he does and went to visit him [1:16:07] it was incredibly sad seeing just like what once once a incred and his wife my dad gave her a scarf and it was like a nice scarf apparently and she just [1:16:15] bawled she's like i used to have rooms of these and now i have nothing and blah blah blah right my dad came the united states with a thousand dollars [1:16:23] but because he had skills he built it all from scratch and so i mean he was a doctor as all middle eastern and indians are um [1:16:32] right doctor lawyer account engineer anyways uh the only four approved paths but when we say invest in that [1:16:40] we come from a place where like it was literally all taken the government was like that's our house now that's our land now that bank [1:16:48] account is our bank account now and so that was why it was so and like that might be a benefit for me i had somebody who's always like it's the only [1:16:56] thing no one can take from you and so why would you not invest in the one thing that can never be stolen can never be taken and compounds with time [1:17:04] and it increases your capacity to make money increases your capacity to live and so i like to think of the [1:17:12] investments that i've made in myself as bricks on a bridge and so if i'm on the bottom left here and where i want to be is the top right ish right looking like the nightmare [1:17:21] before christmas now you're going like there are many skills that it takes to cross the bridge right and just like you [1:17:30] have an arithmetic teacher in high school once you learn calculus you're not like that guy was a load of [ __ ] calculus is what no you have to learn things in sequence right [1:17:38] and so the thing is is that we build this bridge it's one brick at a time and i always come back to the same question which is is this going to get me closer to where i want to go [1:17:47] i don't need it to get me there i just need to get closer and if i get better i'll get there eventually right as long as i don't stop moving [1:17:55] and so that's why that's that what i've dedicated my life to education my mission is to document and share the best practice of building world-class companies because when you realize that you are [1:18:04] the source you realize that superman is not coming it's just you and every decision that you make is a vote towards or against the person that [1:18:12] we want to be and so the question for you is that are your decisions voting towards the person that you want to become or just more of [1:18:19] what you already have and so people ask me all the time how do you move so quickly and the answer is i know how to buy time [1:18:27] and the follow-up question is how do you buy time you buy time by buying the time took other people to make mistakes that taught them the lessons that's how you do it right that's that's the heck [1:18:36] and so right now the ignorance of not knowing how to create a million dollars a year is costing you a million dollars a year the fact that you don't know how to make [1:18:43] a million dollars a year is costing you a million dollars a year think about it right and so therefore you should always be willing to invest money to increase the [1:18:51] capacity for your income because once you have it that capacity pays you forever you're increasing your ability does that [1:18:59] make sense we're widening the pipe and so when i thought about this i just added zeros to it and i was like it's [ __ ] costing me a billion dollars a [1:19:07] year not knowing how to make a billion dollars god right but it's true because the thing the number one tax that no one appreciates [1:19:15] or no one respects is not the tax of the government it's not capital gains it's not income tax it's the time tax of [1:19:23] ignorance someone asked layla yesterday what's the number one thing that people from 0 to 10k are messing up [1:19:31] you don't know what the [ __ ] you're doing that's what's messing you up you're ignorant you have no idea you're eating an orange like an apple no clue right [1:19:39] and it's not because you don't have the processing power it's not because you don't have the ability to reason it's because you just don't know [1:19:46] and so the goal is to pay down the time tax of ignorance as fast as humanly possible and the only way you do that is by educating and investing [1:19:54] yourself right specifically investing in experiences that build skills so make the decisions that to help yourself [1:20:03] implement like crazy take ownership because we just discovered that all the other [ __ ] is not real it is literally a distortion of [1:20:10] reality that anything that you give your power to that's not you is fake you're making it a false god in your life and your prospects are too and now [1:20:19] you know how to confront those when your mind tries to play tricks on you and realize that there are no silver bullets no program is going to save your life [1:20:28] all right but some things can move you close to your goals and when those rare opportunities present themselves take them [1:20:35] all right because either you win or you learn and both of those get you closer to wherever you want to go all right and so [1:20:44] i'll wrap up with this ten years ago i had to that was me in a swanky uh you know when [1:20:52] i was a consultant looking cool it was actually after i don't even have a good picture when i was a consultant but there's me in a suit um [1:21:00] 1 hour, 21 minutes and i i knew i hated the job that i had um i made okay money but i just like i just really wasn't happy um [1:21:08] and i emailed 40 gym owners i was like hey i think i want to get in fitness can somebody like help me out one guy was like sure you can work for [1:21:16] free i was like awesome uh that guy was saying back to your and anybody know who sam bacteria is ray's hand [1:21:24] geez okay well seven-figure sam is what he used to be known as he actually died during covet which was really sad for me because i really looked up to sam [1:21:32] and the thing is is that when i got to his office i literally drove across the country from baltimore to l.a or chino hills [1:21:40] which is where he was and i showed up without notice and he was like you're a psychopath i just met you from the internet i was like i'm here i'm ready to learn he was like i'm going to lunch [1:21:49] and um but right after he came back from lunch he was like all right so you should join my my mastermind and i was like i don't have a [1:21:57] gym he's like that's okay it was a gym mastermind um and i didn't i mean like i was 22 like i [1:22:06] did not have a lot of money um and he was like well it's 10 grand and i was like i [1:22:13] i don't know and he's like you need to [ __ ] commit man he's like you've been waffling back and forth i had multiple phone calls with him before i left [1:22:21] um he's like i think you need to draw a line in the sand and thank you god you know thank god he did because i did take a step over i had no [1:22:29] idea what the [ __ ] i was doing but i was trying to start paying down the time tax of ignorance and i got around a whole bunch of other fitness professionals and [1:22:36] i learned way more from all of them than i ever learned from sam but because of that my belief started to change the ways i saw the world change [1:22:44] the traits i started to embody change and started taking steps the mastermind i got from sam is not what made me a hundred million dollars but it got me on the right path towards [1:22:53] making it and so if you can make those choices i think it's these small steps not believing that it's going to be a savior but believing that it's aligned with where you want to go and believing [1:23:02] in yourself that if you keep walking on this path you'll get there so thank you guys so much [1:23:06] [Applause]

===FILE=== NeCiS1C9amQ - Why Paying for a Course Is Almost Always Worth It.txt
https://youtu.be/NeCiS1C9amQ
Why Paying for a Course Is Almost Always Worth It

[0:00] So you paid $3,000 for a Facebook ads [0:02] weekend workshopy type thing. Um these [0:05] days, so we're sort of almost 10 years [0:07] on from that. Do you think there's value [0:09] in people paying for something like that [0:12] or can everything just be learned on [0:14] YouTube and there's no point in paying [0:15] for a thing? [0:16] Yeah, I think things can get learned on [0:17] YouTube. I think what you pay for is [0:19] speed. [0:20] So you pay for speed, you pay for [0:22] trouble troubleshooting, you pay for [0:23] somebody else who's already done it and [0:24] not [ __ ] up as many times as you're [0:26] about to to get you there faster. Like I [0:28] remember most of the I've I've paid for [0:30] tons of one-on-one stuff. So I had a guy [0:32] who had a course. This is later, this [0:34] probably two, three years later. I [0:35] didn't I I knew enough to make, you [0:37] know, to get ads going, but like I [0:38] really I wasn't like a genie at it. I [0:39] just knew enough to get leads so I could [0:41] sell them. Um but a few years later, I [0:43] wanted to get more sophisticated. I [0:44] wanted to learn how to retarget. I [0:45] didn't know any of that stuff. And so I [0:46] paid a guy who had a course. He said, "I [0:48] don't do one-on-one. I only do courses. [0:50] I don't sell my time." And I was like, [0:51] "It's America. Everyone sells their [0:53] time. Just tell me what the price is." [0:54] Went back and forth and finally it was [0:55] like 750 an hour. And I was like, "Done. [0:57] Cool. And I think I did eight sessions [0:59] with them. So it cost me like 50,600 [1:01] bucks. And cuz I didn't want to just [1:03] learn how to run ads. I wanted to learn [1:04] how he would think through running my [1:05] ads. And so the deal was he would get on [1:07] and then I would be like, "This is all [1:09] the stuff from last week. This is what I [1:11] have. This is what I'm thinking of [1:13] doing. What why is it wrong or what [1:14] would you do?" And then he I did all the [1:16] clicking of the buttons and he would [1:17] tell me why he would think about things [1:19] in different ways. And so that was how I [1:21] learned how to and it only took me like [1:22] eight sessions. So it was like not like [1:24] I didn't even have to go through a [1:24] course. I took eight hours and I and I [1:26] learned the skill. Probably by the sixth [1:28] time I was like, I'm good. And I just [1:29] did two more to make sure that nothing [1:30] happened. [1:31] Yeah. And now you've leveled up your [1:33] baseline for how much money you can earn [1:34] by having totally having this. [1:36] So I spent $5,600. $5,600. If I wanted [1:38] to go run ads for gyms, if that was all [1:40] I wanted to do and have no employees, I [1:42] could make 10 20 grand a month easily if [1:44] that's all I wanted to do. So like [1:46] there's, you know, I mean like you just [1:47] keep adding to your to your skill set [1:49] and stacking on top. Now I also knew how [1:51] to sell there. So, you know, you stack [1:53] those two skills together, all of a [1:54] sudden I'm a $100,000 a month skill, [1:55] right? And so, they just keep [1:56] multiplying and multiplying and [1:57] multiplying. [1:58] Nice. [1:59] Real quick, if you're a business owner [2:00] and you are not growing as fast as you'd [2:02] like, I'd like to give you a free gift. [2:04] So, my team and I put together the $100 [2:06] million scaling roadmap, which is [2:08] basically 200 hours of us looking over [2:09] all the portfolio companies we've had [2:11] and what stages of growth they went [2:13] through and more importantly where they [2:15] got stuck and how they got past it. And [2:17] so we broke it in these 10 stages and we [2:19] made this little kind of quiz thing [2:20] where if you put in your business [2:21] information, it'll tell you where you're [2:23] at and the most important part for you, [2:25] what to do for each of functions of the [2:26] business across product, marketing, [2:28] sales, customer success, recruiting, IT, [2:30] human resources, and finance. And so no [2:32] matter what you're struggling with, [2:33] someone else has already struggled with [2:35] it and solved it. And so I'd like to [2:37] give you this thing absolutely free. You [2:38] can go to acquisition.com/roadmap, [2:40] plug in your business information, and [2:42] if you want us to actually help you [2:44] deconrain the business and you're trying [2:46] to scale, we'd love to help you out on [2:47] the thank you page. You can just book a [2:48] call with my team and we will look at [2:51] the business, see if we can help, and if [2:53] we can, we'll invite you out to Vegas [2:54] and we'll do this in person live.

===FILE=== OpeN4O5myIg - This Email Campaign Generates Sales [Full Breakdown].txt
https://youtu.be/OpeN4O5myIg
This Email Campaign Generates Sales [Full Breakdown]

[0:00] $2.4 million in additional profit in 5 days that's what one email campaign that we did in one of our portfolio companies [0:08] Genera and if you don't know who I am my name is Alex rosi own acquisition. it's a portfolio of companies Des over $250 million a year and I make these videos so that hopefully you can grow your [0:16] business and make lots of money and then maybe someday I can invest in your business and help it grow too I want to walk you through step by step exactly what we did in this email campaign so [0:24] that you can use the same thing in your business to get ideally even better results so let me walk through the context of this business number one is it's a business that relies [0:33] predominantly on paid ads it's a consumer-based business so lots of media to generate lots of volume of transactions and leads so we had a very [0:40] large email list and for the most part we weren't doing much with that email list besides following up for the initial transaction and then after that [0:48] they were dead to us which I definitely don't recommend doing but at the time going into this it wasn't a constraint of the business and then it became one because all of a sudden some of our ads [0:56] weren't performing as well and all of a sudden we thought oh my gosh we might not head our quarterly Revenue goals what else can we figure out enter the email campaign cool so let's walk [1:05] through the numbers so the email list size was 3.3 million emails now this was over a few years that we collected these emails [1:14] and it was a traditional think about it like an e-commerce setup so it's was an opt-in and then a sale and then upsells so the next major number that we need to [1:22] know is that this was a $2,000 price point and we had an upsell on the back end for about $88,000 [1:31] that a certain percentage customers would take now the next piece that's important for this is that we had buyers and non buyers that were on the list so [1:40] this was just a total list of everyone that we had ever had now in this business traditionally to sell just this $2,000 item our cost to acquire customer [1:49] was $1,200 so not a lot of margin there left over now you can do this because it's an automated selling machine so you can [1:58] just crank on adsen with just this particular business does it's a nine figure company in terms of annual revenue but we're like hey one of the other stats about email that's important [2:06] is that the cost to a Car customer on email once you've already acquired the lead is $0 which if I can have free customers that means whatever my gross [2:15] profit is of selling my main thing drops straight to my bottom line and so as a mental contract for this I like to think about email kind of like a long-term [2:23] investment account and so it's like you run ads every single day or you do outbound or whatever it is to build your list up and that's kind of like your [2:32] paycheck right like you put work in and you get paid back right and it's just just like a direct relationship whereas the email is kind of like your 401k it's [2:40] kind of like your investment account that you put you put money into and then over time it starts to compound and compound and compound and if you have an email strategy and I'm going to give you [2:47] kind of an overarching email strategy that we like to employe in businesses this business just is crushed doing what we've been doing so it hasn't been the main focus but if you have a business [2:56] like it is one of the easiest ways to just immediately plug in and print money and then the nice thing is is that even if it's late to the game I mean this this business does a lot of money uh you [3:06] can still employ it and then immediately see the results there's two things about email and having followup Beyond initial [3:13] followup that makes a business more valuable number one is that all sales that will come from email are going to drop straight to the bottom line in terms of profit and so most businesses [3:22] 95% of businesses are traded on a multiple of bottom line and so since these sales drop straight to the bottom line it will be a big enhance answer on [3:30] the Enterprise Value the second point is that if you have consistent email sales that come in that number isn't going to really CH like tomorrow you don't go [3:38] from 3.3 million to one and a. half million emails on your list unless you know you clean the list or whatever but fundamentally the list size isn't going to change overnight your ads might [3:46] change overnight but your email list won't so what that does is it actually can smooth out volatility that occurs in a business which would make it more [3:55] attractive to an investor long term you'd like to have some sort of regular email Cadence because things like deliverability and domain reputation and [4:04] things like that come into play I'm not going to get into that stuff for this video I'm just going to talk about big picture email strategy that you can employ in your business now to make [4:11] money great now that we have the numbers in the context let's talk about the campaign so what we did for the list is that we promoted a challenge and it was [4:19] a 7-Day Challenge and the reason that I think this is interesting and important is that number one this came from the [4:27] marketing director and I think the reason that I want to highlight this is that this is why you need to have smart people this didn't come from me this didn't come from the founder the [4:34] marketing director was like hey I think we should do a challenge now we weren't actually super on board for this because we're like hey this might be a distraction but it turned out to be [4:41] really really good and added over a hundred million in Enterprise Value to the business remember this business is already a multi hundred million dollar Enterprise Value business and so adding [4:49] 10 or 20% to the Enterprise Value can be a very big difference the second thing is this challenge actually came from the product and so we pulled out something [4:57] that was already something that we knew work that we were for customers we pulled it out and we made it into a lead magnet and so fundamentally a lead magnet is a very is a complete solution [5:05] to a very narrow problem and ideally once you solve that problem you create the next problem which you solve with your offer and so fundamentally that is what a good lead magnet does and this is [5:14] why challenges I think are very strong lead magnets for a lot of businesses because they also satisfy all the elements of a value equation which I [5:21] talk about in my first book $100 million offers which has sold almost a million copies so far now the value equation works like this you've got the out $100M Offers: How To Make Offers So Good People Feel Stupid Saying No (Hardcover) acquisition.com [5:30] which is the thing that people want and so as long as you have a clearly defined outcome that they want then that becomes more valuable now you multiply that by [5:38] low risk or the perceived likelihood of achievement How likely is it that when I buy this thing I'm going to get this thing if you have an outcome you want and it's guaranteed to get it you're [5:47] this is going to be really valuable but there's two other elements the thing is is how long is it going to take so if it takes a really long time then I'm be [5:55] like okay sure I have this outcome which is I get really rich and the guarantee is is that it'll definitely happen but I got to wait 20 years of investing my [6:02] money to become really rich well it's not as attractive anymore right then you do uh ease which is how hard is it so [6:10] effort and sacrifice that are associated with this outcome and so these are the four elements of value and so a challenge is a really clear outcome that [6:18] everybody wants it has high likelihood of actually happening it happens really fast because we get attach of time to it and because we're going to say hey we're [6:26] only going to do this one thing and we're going to give you all the steps it the perception of the Prospect is that it's easy which makes these very strong lead magnets if you want to go through [6:33] the experience of what going through one of these challenges looks like and you are somebody who wants to start a business already have a business either way you can go join the school challenge [6:41] for free it's for 14 days we walk you through everything that we have I take calls in that Community to help people get their first business online started [6:49] we have everything down step by step once a month I drop a full day Mastermind training of all the people who are starting communities and making them uh we've got it down like we're pretty good at helping people get to [6:57] that first dollar and so you can for free go to school.com games and I'll see you in there so for this particular business it's a business that helps [7:05] people achieve an outcome that actually takes a little bit of time and so what we did was say okay is there a smaller mini version of this big outcome that we [7:13] can just kind of give them a taste so if I was in weight loss I'd probably have them do some sort of like 7-Day cleanse or something like that again I'm not [7:20] going to get into what's good what's bad here I'm just saying that I would have some person that gets you know they lose 7 lbs in 7 days a lot of that's going to [7:28] be water but they're excited about it they're like great now let's talk about your long-term goals right because now they have a element of belief they they've taken action they've gotten some [7:36] reward for their behavior they've interacted with us all of these things align with them making a purchase what challenges do is they approximate brand [7:44] and so this is how it actually works the reason the direct response internet marketing world does a lot of these things is because none of them have [7:50] Brands and so like for me for example if someone's already consumed a gazillion videos of mine or podcast of mine then if I say hey do you want to check this [7:58] thing out a lot of people are like yeah you've already given me a gazillion other things and so sure but if you're brand new then what you do is you basically approximate a relationship [8:07] where you would have already had a lot of interaction so you basically try and cram you know a six-month relationship into seven days so it's kind of like one of those dating shows where they say [8:15] will you get married in 30 days and they like try and cram a whole relationship into that period it actually kind of is the same thing when you come from a marketing perspective you're just [8:24] rapidly warming up you're like microwaving the prospect rather than slow cooking it which is kind of the normal branding right and for example in the school [8:31] games that's our version of a challenge right we just call the school games the cooler rapper we have leaderboards and prizes and like that and so we walk [8:38] people through how to start a business online and so we get one out of three people just under to get their first dollar within their first month which is [8:46] pretty cool we put a lot of time into getting that kind of outcome and then once someone makes a dollar then they're like shoot I can see how I could make more dollars and so that's the idea is [8:54] like you want to approximate you want to do it really fast you make as easy as possible make it as guaranteed as possible and an outcome that they care about so now that you know what the setup is let's go back and add a couple [9:02] of numbers to this campaign and then I'll walk you through it happened so we sent the emails only to a small sub [9:09] segment of the list so we had 464,000 people that we sent it to and that was because we wanted to test it out we didn't want to blow our load on [9:19] the on the whole list and so we just set it to like 15% of the list and the reason we did that is cuz like hey if this thing bombed we [9:27] didn't want to like piss off the entire list list and so we sent it to 15% of the list a lot of them were non- buyers and from there what we saw is we had [9:34] 10,000 people who registered for this thing which good or bad whatever for us in an absolute [9:43] number 10,000 people shows a a pretty decent amount of Interest so in order to get this 10,000 we had an 18% open rate [9:51] meaning 18 you know just about one out of five people opened the actual email okay great now from there we had about [9:58] five % of those people actually click to join the thing and then the rest was the optim percentage on the page to register [10:07] that got us to 10,000 so it went from 464 to 83,000 uh that opened it from the 83,000 [10:14] 10,000 of them actually registered so a pretty good percentage actually uh who did click wanted to do it and as you get into a Cadence of this which I'll [10:22] explain at the end in terms of how to implement this ongoing as an email strategy to make more money is that as soon as you really nail what that that [10:29] lead magnet is or what that challenge is or whatever it is that you're going to get your leads to engage again or re-engage these funnel metrics will always improve you're going to split [10:37] test the subject headlines you're going to split test the opening on the email you're going to split test the ctas and the links that you're going to use the landing pages that you send them to the [10:44] offer that you that you attract them with the headline of the the naming of the challenge which by the way is a great way to vary this up if you do it like once a quarter which I'll talk [10:52] about later like you can do the same play but you just put a different wrapper on it so for example in the gym World cuz I came from this world it's [10:59] like I might have a six week uh you know six we challenge I might have a 42-day fix I might have a 42-day transformation [11:07] I might have a six we booty blast I might have a six week uh slim for Santa I might have a lean by Halloween like [11:14] I've done a lot of these accountabil buddy you know challenge like I've done a lot and you know slim for summer all of these things work um but [11:22] fundamentally what are we going to do we're going to eat you're going to eat less you're going to move more and so even though the deliverable of the challenge or the lead magnet might more or less be the same you can just wrap it [11:31] seasonally or you can wrap it based on a specific pain point that happens at that time of year so let me walk you through the the results math [11:42] right so we'll do a clean page so we had 10,000 people who registered I actually don't have the data on how many people [11:49] uh attended live and watched throughout the whole seven days I can get this but I'll just I know that the high level and so from 10,000 we had 800 people who [11:58] actually bought all right so we had about 8% of people who made the purchase which is pretty good not unhappy about that at all do I think we can improve it [12:07] yes but fundamentally this was to a list of plenty of people who hadn't bought they knew who we were so I'd say it was a little bit warmer than true cold uh but a lot of them had never bought [12:15] anything from us before and so that resulted remember this is a $2,000 price point in $1.6 million in new sales that we did just from this email campaign [12:24] you're like wait a second I thought you said you did 2 million or more than 2 million let me explain what happened from there so from there we had 20% of [12:31] people ascended into the AK product which allowed us to make an extra 800k from the ascensions and so that gave us [12:39] $2.4 million in total from this 7-Day email campaign now I want to break something very cool off for you which is [12:47] that you see 2.4 million now that was derived from a list that was 464,000 emails and so that means we were making [12:56] roughly six bucks per email in this campaign and so if you know that you do [13:03] this call it four times a year which I would recommend you do when we get into the takeaway section meaning one time per quarter you do a cleanup we say [13:12] great we're going to take all the leads that we had and we're going to run them through a conversion mechanism in this way it's not like oh shoot I have to do this all the time it's like all right I'm going to do this big thing we do it [13:20] once a quarter and we clean up our q1 we clean up our Q2 we clean up R Q3 by running all of our leads through this High converting funnel that we've [13:28] structured purposely for non- buyers so we have different hooks different front ends that has different messaging that might not have been the primary message that converts the most people which is [13:36] our first you know whack at it but this is our second and third whack at it and by varying the titles that you use in [13:43] each of the quarterly things that you do so q1 will have a different name than Q2 you'll still be able to attract people without necessarily fatiguing or tiring [13:50] the list and in between those times you can then simply provide value to the list and so you've deposited some Goodwill that earns you the right to be [13:57] able to ask for the sale so let me walk you through the takeaways that we had from this that you can use for your own business to make more money so there's [14:06] four main takeaways that I would recommend you take from this that I take from this number one is smart people all right so you have to be able to trust [14:14] your people to make recommendations now neither the CEO nor I so I like to say this like I also am not always in favor [14:22] of ideas that make lots of money cuz I mess up too um but we were like you know what they're a little closer to it we will trust that they're super excited about it cuz the flip side is if you [14:30] bash every idea that your team comes to you with then they're not they're going to stop thinking about ideas and then all of a sudden you're like why doesn't my my team ever think of anything it's like well because you turn them down [14:38] every time and so there's kind of like what Hills do I want to die on and what times do I want to say hey give it a shot I don't think like is this going to do damage to the brand no I don't think [14:47] so we're currently not doing anything there and if you're really passionate about it sure let's do it so one having smart people two which is trusting them [14:55] all right so I say this is still his first kind of people related for this is you still got to trust those people and make a bet with them and part of the reason I say trust them obviously you [15:03] want to trust them because they're competent they're intelligent and they're well-intentioned but the other thing is that they sometimes just have data that you don't have because fundamentally in a business there's data [15:12] that's happening all over the place and you are only going to get Snippets as a CEO especially the bigger the company is right this is the business of almost 10 million a month like it's a very large business there's lots of things going on [15:20] and so that person is going to be much closer to the data have a much closer pulse uh than sometimes the founder or CEO might have and so sometimes they [15:28] have data that you're not working with and that's why extending a bridge of trust is is is important so the second takeaway is [15:37] offers to money all right so the amount of offers that you make to any Prospect is directly correlated with the amount [15:45] of money that you'll make with the single caveat that every time you make an offer you lose Goodwill and so what you want to do is make sure that you're depositing sufficient Goodwill that you [15:52] can earn the ask and so make as many as you can while also providing as much value as you can which means that if you [16:01] want to make a lot of offers you just got to provide that much more value now with this particular instance we were going to a list that we had emailed but [16:08] not a lot but we hadn't really emailed any offers to in a very long time and so even though we weren't putting a ton of value our give to ask ratio was still [16:17] okay because we hadn't asked at all and so I talk about the give to ask ratio in the content section of this book and the $100M Leads: How To Get Strangers To Want To Buy Your Stuff (Hardcover) acquisition.com [16:24] reason that I actually consider email a form of content is that it's one to many distribution to people who know you now [16:31] it's just free which also is just like when you post on social media the only difference is that you control 100% of who gets this whereas on social media [16:39] algorithms and things that distribute your content but fundamentally you're Distributing one message to many people and it's free and so that is what makes [16:46] email so profitable just like organic and I want to add a little caveat here which is that it's okay to ask for the [16:54] sale again and so all these people or the majority of these buyers hadn't bought bought this thing and so when we asked again some people are afraid of [17:02] making the second ask but people get busy you know they they leave a shopping cart up and then they you know their their kid screams and they forget about [17:09] it like it happens and so you can't get too bent out of shape on the fact that like you're going to offend people by [17:16] asking them it's okay to ask as long as you earned the right and you've given until you've deposited enough Goodwill that there's enough demand there surge [17:24] there that you can let loose the valve of money and it can come on and then you can close it again so the third takeaway is that you can sell the same thing in a different way [17:33] and so I can sell a product on a webinar I could sell it on a phone I could sell it via a live Workshop in person I could [17:42] sell it via email and so you can have less offer fatigue by selling the same offer in a different medium and so you [17:51] can get more hacks or more at bets because people will judge their Goodwill with you based on the medium that you're communicating in and so this is [17:59] something that I have found it also by the way is a great way to vary products up and so for example if you're an educator I'll just use this because it's [18:06] simple uh if I have content on the internet that's free if I make a course you could charge for it or you could make it free if I deliver that same [18:15] course in a book format it's not going to be able to sell for the same amount that a course could if I deliver that same format in a live inperson experience that's going to be probably [18:24] charged significantly more than it would in a digital format if I did a live format but virtual it would be a different price point than the live and in person and so for each of these [18:33] mediums even if the same commun same information is being taught you price it differently it's the same reason that when you go in person in college they [18:40] charge you a arm and a leg for it but digital College almost ubiquitously is way way way lower priced even though it's the same information it's simply [18:48] being delivered through a different medium and so you can sell in different mediums and deliver in different mediums and from my experience people will [18:56] apprise or judge the decision based on that Medium exclusively so the fourth takeway is what I'll just call the [19:03] quarterly cleanup so this is probably the most tactical recommendation that I can give you that I alluded to a little bit earlier which is I would recommend [19:11] that you do this once every quarter you do this conversion mechanism whether you do some sort of challenge or some sort of defined outcome or some sort of lead [19:19] magn that you use to re-engage your list and put them through some sort of conversion event with a deadline with a big promise that you know you can [19:26] deliver on and so if you do this once a a quarter and you weren't doing this you could almost immediately add like you saw the the numbers there we had $6 per [19:34] email from that $450,000 sub segment now to prove that this worked what we did was we just did it again by the way one [19:42] of my favorite business strategies do something that works do it again do more of it and ideally do it better and so we ran the exact same play again to a [19:50] different Subs segment of the list and boom we hit 2.2 million we didn't even wait a quarter we just did it the next month and so I say this because this [19:58] stuff works and once you know it works you can keep duplicating it over and over again and guess what we're going to do next quarter now that we know that we tested it on two subse segments we're [20:06] going to do it to the whole list and we're going to use the learnings that we had from the first two tests and so if you are going to run this as the corner cleanup I would recommend using 10% of [20:15] your list or a smaller percentage because believe me as soon as you learn the things that you messed up on the first try you're going to be really grateful that you didn't run into the entire list so do one two or three test [20:24] runs before you blow the the whole list up with this new uh promo that you've already tested the messaging the subject [20:32] head the ctas the landing page those little tests that you can run in the meantime that can sometimes double or triple the throughput of the campaign [20:40] and so with every one of these campaigns I would recommend always testing some elements of it so you can always make it a little bit better and so one you're [20:47] doing this every quarter two you can test it with a small portion of the list three is that in order to make it seem [20:54] and appear different to the non- buyer who doesn't buy on the first hack or the second hack we change the naming of it or the wrapper of it so change the [21:02] landing page change the subject head of the email change the name of the challenge or the lead magnet even if the core components are the same fundamentally your business isn't going [21:09] to change right but the way that you position it or the reason why that you have the promotion can and I recommend doing something that's seasonal or doing [21:17] something that's a life event for you I talked about this in the the last chapter of the offers book which this is ESP specially important for local businesses because you have much smaller [21:24] audiences and so fatigue happens much faster with a tiny audience and so you actually have to have a lot more variety and I know this cuz that was the world I came from and so that's why I have all [21:33] these these isms in the back of my mind of how I had to wrap and rewrap the same thing which is fundamentally Fitness and Nutrition right like how many ways can I [21:40] slice it turns out a lot and I will say that once you have one annual calendar you can pretty much stick with it so you don't need to come up with another thing [21:48] next year once you have your four big promos that you're going to run throughout the year that you know are tested those just become autopilot and they just become cash printers and if [21:55] this type of case study deep breakdowns on business interesting you I have another one where I doubled one of our portfolio companies in 60 days check that one out

===FILE=== Pf68fSIvUk4 - The Most Slept-On Marketing Strategy.txt
https://youtu.be/Pf68fSIvUk4
The Most Slept-On Marketing Strategy

[0:00] I do residential security assessments. [0:02] What is the best platform for B2B [0:04] marketing? What are some ways I could [0:06] make myself unique? Um, [0:09] residential security assessments, dude. [0:11] Okay, so first off, uh, there's a lot of [0:13] things you could do here. So, if you do [0:14] residential security, how hard would it [0:16] be for you to literally walk around a [0:18] neighborhood and just show all of the [0:19] security fuckups every single house has? [0:22] Not that difficult. You want to go B2B, [0:24] you can post those assessments on [0:25] LinkedIn. literally what show [0:28] demonstrate you doing what you do. So, [0:31] I'm going to zoom out for a second. What [0:32] do you think this is, [0:34] right? Someone would say, let's say [0:37] let's say you're good at business, [0:38] right? How would I how would I how would [0:41] I advertise that, right? Well, I could [0:44] advertise the proof, right? I [snorts] [0:46] could say we have the fastest selling [0:47] non-fiction, you know, in history. I [0:48] could say we did 106 million a weekend [0:50] because our portfolio is $250 million a [0:51] year. I could say that stuff, right? I [0:53] can see this building. I can see [0:54] pictures of it. Okay, he's got stuff. [0:55] You must you must do something right. I [0:56] give you proof. What else can I do? I [0:59] can do it in front of you. That's what [1:01] this is. It's demonstration. And since [1:03] it's live, you know, it's not scripted, [1:05] right? And so the idea is like I think [1:08] what is slept on so much in marketing is [1:11] demonstration. Do it and record it and [1:15] then post it. So, if you're like, I'm [1:17] really good at cyber security, it's like [1:18] then like go either show where someone's [1:21] weak and document it and post it, which [1:23] is a very common way of doing this. Um, [1:25] which by the way, sometimes you'll get [1:27] business from the the businesses that [1:29] you're basically doing these case [1:30] studies for free on. Or do it for the [1:31] customers you have. And as always, start [1:34] for free. Start for free. Well, people [1:38] don't value my time. It's like, bro, you [1:40] don't even have money. You have no [1:41] customers. You shouldn't value your [1:43] time. You're currently your time is [1:44] valued at zero. So, at least get [1:46] something for it because the thing is is [1:47] you might not get paid for it, but you [1:49] are getting something for it. What [1:50] you're going to get is you're going to [1:51] get experience. You're going to get [1:52] potential testimonial. You got a [1:53] potential referral, right? And you might [1:55] even get a potential customer after you [1:57] stop working with them for a while [1:58] because you have more and more people if [1:59] you're good who will work with you for [2:01] free. And you know how easy it is to get [2:03] a referral from somebody if you're also [2:04] free for their friend? Very if you're [2:08] good. And if you suck, charging nothing [2:11] certainly softens the blow. If you're a [2:13] business owner and you are not growing [2:15] as fast as you'd like, I'd like to give [2:17] you a free gift. So, my team and I put [2:19] together the $100 million scaling road [2:21] map, which is basically 200 hours of us [2:23] looking over all the portfolio companies [2:24] we've had and what stages of growth they [2:27] went through and more importantly where [2:28] they got stuck and how they got past it. [2:30] And so we broke it into these 10 stages [2:32] and we made this little kind of quiz [2:34] thing where if you put in your business [2:35] information, it'll tell you where you're [2:36] at and the most important part for you, [2:38] what to do for each of functions of the [2:40] business across product, marketing, [2:41] sales, customer success, recruiting, IT, [2:43] human resources, and finance. And so no [2:45] matter what you're struggling with, [2:47] someone else has already struggled with [2:48] it and solved it. And so I'd like to [2:50] give you this thing absolutely free. You [2:52] can go to acquisition.com/roadmap, [2:54] plug in your business information, and [2:55] if you want us to actually help you [2:57] deconstrain the business and you're [2:59] trying to scale, we'd love to help you [3:00] out on the thank you page. You can just [3:02] book a call with my team and we will [3:04] look at the business, see if we can [3:06] help, and if we can, we'll invite you [3:07] out to Vegas and we'll do this in person [3:09] live.

===FILE=== PgohOZaYOpU - Helping a $2.8M Catering Biz Hit $8M (Seasonal Problem).txt
https://youtu.be/PgohOZaYOpU
Helping a $2.8M Catering Biz Hit $8M (Seasonal Problem)

[0:00] All right. Uh, my name is Matthew. I sell premium catering experiences to private clients looking to celebrate milestone events in Sydney. Great. [0:07] We do about 2.8 million this year with 40% net profit. I would like to be at 8 million in two years. Let's go. [0:13] The main constraint se seasonally. So, we do about 65% of our annual revenue in 6 months. And if I don't solve this, I [0:21] either say no to demand in summer or I am supply constrained in h sorry or I am overstaffed in winter. [0:28] Yeah. [0:30] So, uh, one thing right off the bat I will say is that this is a feature, not a bug of the industry that you're in, right? Same thing as lawn care guys, same thing as guys who do snow plowing. [0:39] It's just a it's a super common thing. [0:40] Swimming pools sometimes obviously in the summer. So, like there there are industries that are just going to be more smoothies if you summer versus Italian ice store. Like there's a lot, [0:48] right? Um, that are seasonal. Now, couple questions. So catering, what is your what is your hot season again? [0:59] Busy season. Yeah. What is the busy season? [1:02] Pretty much uh September through February. [1:06] Okay. And so from now until September is when it's slow. Yes. [1:13] So what why are people not celebrating from now until September? Actually, I'm not even sure. [1:21] Festive season, I think. Yeah, it's it's not it's not as much of a festive season. I think people don't spend as much money um going through winter. [1:29] I don't know if any of that has to do with But you still have in general. [1:33] East uh don't worry about economy. They whatever. I just remove economy from from Lexington. There's nothing you can do about it. So, okay. So, people don't [1:41] do Easter. You don't do corporate events. [1:45] We do do corporate. Yes. So we target corporate through winter more so they have better lifetime value but they have lower spend per per event which lowers [1:53] gross profit. So okay we do market more or less exclusively to to private. [1:57] Okay. I'm just like it actually doesn't sound like you're actually in that seasonal of a business. People have like I mean I started with that but like [2:06] catering happens year round. I mean shoot I cater every single week. [2:12] Yeah. So we we we do large events. So typically kind of 60 to 100 people going to be like birthday parties, engagements, weddings there all year [2:20] round. Um but a lot of the corporate rush that comes through in summer for end of year staff parties u things of that nature. That's what it takes us [2:29] like well beyond uh our capacity which gives us our busy season and then through winter we just we lose a lot of that. [2:36] You subsist in the not in the off season. [2:41] Correct. Do you like lose money or break even in the offseason? [2:45] No, no, we're still profitable. We have a really good We have strong gross profit and strong margins. So, we're still good. I just like to make more money. [2:52] Okay, got it. Um, okay. So, a couple things. So, currently, how are you getting customers? [3:01] We have really strong organic SEO and we also do a lot of uh Google ads. [3:06] Okay, that's the most that they're the main channels. So we have probably 50% organic, probably 40% organic, 40% ads, 20% referral. [3:16] Okay. [3:16] Do some top on meta, but it's less tracked. Um it's more of a brand awareness. [3:21] Got it. So SEO and PPC kind of kind of rule rule the day. Um okay. So what stops you from spending more on PPC? Are [3:28] you maxed out? Like is it stop being profitable? Like what's what's stopping you there? [3:34] Search volume and lead quarterly drops through winter. [3:38] Okay. So our back to LGB still strong at a 12 to1. So we can just spend more. [3:44] I'm trying to find my I guess my constraint or my my question. [3:49] My main question becomes I have considered popping up a corporate delivery like a um prepackaged [3:57] typical corporate catering setting through y to be a kind of entity under cater by matt which would be a year round service because they have a very [4:05] inverted um seasonally to the event side where like the corporate are ordering more of that delivery but it's it's I [4:13] don't want to get distracted like I'll watch a lot of your content I don't want to chase the woman in the red dress because it's a whole new business. Yeah. [4:20] Well, I guess the pro like the problem that we're trying to solve here like you are profitable. You're running 40% even in the fact that there's on and off [4:27] cycle. So, to grow the business, we could ignore the fact that it's lumpy. [4:31] I'll give you two examples of this. So, uh Harry and Davids, it's a chocolate company here in the US does like 100% of [4:38] their annual profit in the month of December. [4:42] And then the other 11 months of the year, they have their mall location and they just lose money. [4:48] That's number one. Other is if you look at like insurance, right? Um insurance makes money every year and then every [4:56] eighth year there's a hurricane Katrina and they lose a bunch of money. And so I think what we what we need to replace is the difference between volatility and [5:03] risk. So you can have something that is volatile but not risky. So insurance is volatile but not risky. Same as this [5:11] chocolate thing. It's volatile in the fact that it changes a lot month to month to month, but it's not risky because it's predictable. You know that every season this is going to happen. [5:19] And so if we know it's going to happen, then we can predict it. If we can predict it, we can plan for it, right? [5:23] So all that to say, if we change nothing about the business, but you simply did twice as much, what stops you from doing that? [5:34] Nothing. [5:36] Okay. Uh everything everything's quite efficient to be frank. We can we can just spend more, hire more. [5:42] Well, then I think you have have that answer. I think what what feels annoying is you just wish that I you know if you're Harry and Davids you wish that [5:49] the other 11 months of the year people celebrated chocolate as much, right? [5:53] [laughter] [5:54] Um but you're just going to have a slow season and a hot season and that's fine especially especially since you're not losing money in the offseason. So I don't think you actually have a big [6:02] problem to solve here. I think we just need to do more of what's working. [6:06] M I wish I could pull some magic uh uh business model out of a hat, but if you're profitable all the months of the year and then some months you just make more money, [6:14] that just sounds like a business that has a predictable cycle, right? [6:21] I mean, think about the alternative. It could be unpredictable. That would suck. [6:24] [laughter] [6:25] Yeah. No, it's it's it's almost predictable to the to the percent to be honest. It's pretty pretty consistent. [6:31] Um, I've I've been trying to contemplate like how to get around this without actually starting a new business. And I was just I've been thinking about it for a couple of years. I thought maybe maybe [6:39] Alex would figure something out, but I maybe it is just that it's just a feature. [6:43] No, what I would like to do is just focus all of your time on not trying to solve that problem and solving the more important problem, which is like how do we double PPC and probably get meta ads going? [6:53] Like if you did nothing else this year, doubled PC PPC and just cracked meta ads, you'd hit your goal. [7:03] Yeah. [7:04] So, it's like if you can double the business doing one thing, why do four touch, right? Yeah. [7:12] That's it, man. I mean, the whole point of of theory of constraints is focus and it's just being able to say all the things you say no to. Like, there's such limited resources in a small business. [7:20] The biggest one being your time, your effort, and your mental bandwidth. If you can just say like, I'm not looking at this anymore because this is just a feature of my business and I'm so [7:28] grateful because all my competitors will be distracted by the shiny object. Like let them worry about that while you just keep crushing it and them. [7:37] Okay, cool. Yeah, cool. Thank you. Appreciate you, man. Congratulations. Thank you. [7:44] All right. Thanks, brother. Talk soon. [7:47] Byebye. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. [7:53] So, my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went [8:02] through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business [8:11] information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, [8:19] human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You [8:27] can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you [8:36] out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.

===FILE=== QKwbR9y34I0 - Remove the Emojis From Your Ads.txt
https://youtu.be/QKwbR9y34I0
Remove the Emojis From Your Ads

[0:00] I know a lot of you guys are getting [0:01] your members through content or ads. So, [0:04] if you want Horoszi to review your [0:07] content, your social medias or your ads, [0:11] link your social medias or your ads [0:13] library. [0:14] Yeah, YouTube. Yeah. Okay, here we go. [0:16] So, uh we got no no ads live. So, let's [0:19] let's check these out. So, um All right. [0:23] So, this is a video version. [0:28] Okay. Um, [0:31] you know, I would actually throw [0:32] something out there that I've just [0:34] noticed is that we started using emojis [0:36] in ads. I remember in like 2014 because [0:39] it like felt more native because people [0:41] were using emojis and now all marketers [0:44] use emojis and so I think the pendulum's [0:45] actually swung back. And so you so [0:47] fundamentally if you think about paid [0:49] ads, you want them to look like content. [0:51] Like otherwise people will just scroll [0:53] past them. Now, that's not to say [0:54] they're not going to follow a structure [0:55] of an ad, but just the look and the feel [0:57] of it. You want it to look like content. [0:59] Like, this would probably never be a [1:00] post that you'd see in your newsfeed. [1:02] And so, I would I would try and make the [1:05] posts look more like that. Um, also [1:09] manifesttors, I don't know if that's if [1:11] that's a call out that people will [1:13] selfidentify with. Um, so I might chunk [1:15] that down or up one level and say like, [1:18] "Hey, people who believe in whatever." [1:21] um that might just be that might just do [1:23] better because you're basically giving a [1:24] label that people might not necessarily [1:26] um [1:28] uh identify with. All right. Become a [1:31] magnet to prosperity just like Greek [1:33] gods five manifestation system. [1:41] So I think I think I would be talking [1:45] about pain more. [1:48] um you have the things that they do, but [1:50] I want to I would I would want to dive [1:52] deeper into like what the pain someone's [1:54] going through in their current life as [1:56] probably the hook here. Um that's like [1:59] hey like you ever keep trying things and [2:01] nothing seems to stick. Like that's that [2:04] would be a hook that would probably get [2:05] a lot more people. You know what I mean? [2:06] Um do you ever look in the mirror and [2:08] wonder like why am I not further than I [2:10] am right now? Like you want to get into [2:12] their you want to get into their minds [2:13] and think like how would I say this in a [2:15] way that could actually like people you [2:17] want someone okay so you see become a [2:18] magnet prosperity I see an exclamation [2:21] point and I just like scroll right I [2:23] want it I want someone to read it and [2:26] immediately nod their head and be like [2:28] yeah that's me right or that's that's [2:31] interesting to me right and so if you [2:33] haven't read the leads book I talk about [2:35] this as you know if then statements or [2:37] you know uh implied yeses these are all [2:41] things that you want to have as as first [2:42] line. Um, so this is me just looking at [2:44] the copy. Uh, so this like I'd rather [2:49] you reformat these testimonials and [2:51] punch in so it looks like a like a [2:53] video. Um, because it'll probably do [2:56] better than the way it's kind of [2:57] formatted right now. But let's see here. [2:59] Yeah. Again, so this is a lot. This is [3:01] basically just a stack of an offer. I [3:02] would I would again I would try and lead [3:04] in with the pain that someone's [3:05] experiencing and what it would be like. [3:07] And so there's a great thing in the [3:09] copyrighting called the benefit of the [3:11] benefit which is okay I you know you're [3:15] you're going to you're going to have a [3:16] meal plan with me. Well what's so people [3:18] are basically saying a feature as a [3:20] benefit. So it's like what's the benefit [3:22] of a meal plan? Okay. So the benefit of [3:23] the meal plan is that you're never going [3:24] to have to wonder what's what's for [3:25] dinner, right? And so great. So that's [3:28] I'm going to talk about that. And so if [3:30] I want to have a feature I'm going to [3:31] pair it with what the benefit's going to [3:32] be. Now you can go another step deeper [3:35] and go the benefit of the benefit. So, [3:36] if you never have to worry about what's [3:37] for dinner tonight, then you can show up [3:39] at home and always hit your goals [3:41] because there's no guesswork. Right now, [3:43] no guesswork is again like one of those [3:44] banner blind list things that's been a [3:45] little bit used from marketing [3:46] perspective. So, I think okay, if that's [3:48] a term I've I've heard before, then I [3:50] want to say it differently. So, if I say [3:52] so eliminated guesswork um be like [3:57] so that [4:00] the easiest thing to eat is also the [4:01] right thing to eat, [4:03] right? And so people were like, "Fuck, [4:05] if the easiest thing to eat was the [4:06] right thing to eat, then I would be [4:06] [ __ ] in great great shape." And so [4:08] this is kind of how you this is how you [4:09] like double click into copy. Um, and [4:12] just for everybody, like all the rules [4:14] of writing apply, which you could [4:16] probably fix 90% of people's copy by [4:18] just following these rules, which is [4:20] make sure it's for third grade or less, [4:22] right? Make sure it's simple sentences [4:24] like eliminate commas, you know, for [4:26] most part. If you have a long sentence, [4:28] then just do dot dot dots between the [4:30] between the points and you can drag it [4:31] between lines. Um, you want to tell [4:35] simple narratives and stories or [4:36] analogies like analogies work great uh [4:39] metaphors uh that that allow people to [4:41] take something that they don't know your [4:43] thing and compare it to something they [4:44] do know. And fundamentally this is what [4:46] teaching is like when you teach you draw [4:48] a metaphor and this also depends on your [4:50] audience. If I'm talking to you know [4:52] auto shop owners then I might have a car [4:54] analogy and basically compare the car to [4:56] their business because they'll [4:57] understand the car but they don't [4:58] understand the business. Right? If I [5:00] were talking to uh you know moms about [5:03] weight loss, then I might say because I [5:05] probably wouldn't use the car analogy [5:06] because they probably aren't super [5:07] knowledgeable about cars. So I think [5:09] okay, what do a lot of moms know? It [5:10] might be something that has to do with [5:12] their kids, right? I would I would [5:13] relate it like you ever try to you ever [5:15] you know you're ever have Timmy and he [5:16] he doesn't seem to eat the things you [5:18] want. Well, you're kind of like Timmy, [5:19] too, but you're actually just an adult [5:20] and they think about the same way. And [5:21] so you want to draw these parallels that [5:23] make the ads educational. And so like [5:25] the best way to get someone to believe [5:27] that you're going to provide value to [5:28] them after they buy is to provide value [5:30] to them before they buy. And so you can [5:32] do that in an ad that's well formatted. [5:34] So big picture um I didn't get into the [5:36] creative, but big picture uh I would I [5:39] would have a painful hook. Uh when I'm [5:41] talking about the the features, I would [5:43] talk about benefits of the benefits. I'd [5:44] remove the emojis from the copy. Um [5:48] and CTA probably be around p uh [5:51] personalization. I keep saying this, but [5:52] I'll keep saying it until people start [5:53] doing it. Um, and yeah. Okay. So, those [5:56] are those are the big ones. I do think [5:58] though that the the images that are kind [6:00] of like they look like AI images of of [6:03] crazy colors and stuff. I I would rather [6:07] you talk about your steps of [6:08] implementation or your steps of [6:10] manifestation if you're going to do [6:12] that. Um, [6:16] yeah. I'd rather you talk about the [6:18] process and why it works more than just [6:22] have an image of like crazy colors. [6:26] Cool.

===FILE=== QbDFCbpmI6w - The Actual Secret Behind Mastering Sales & Marketing.txt
https://youtu.be/QbDFCbpmI6w
The Actual Secret Behind Mastering Sales & Marketing

Intro [0:00] what's going on everyone happy whatever [0:02] day it is that you are watching this [0:03] um i get messages all the time all the [0:06] time [0:07] um and comments about what are your [0:08] favorite books and maybe in another [0:09] video or podcast i will [0:12] do uh do an exploratory you know what i [0:14] mean of the the books that have been [0:16] most influential [0:17] but if i'm being honest uh i didn't [0:20] really start reading a ton until after i [0:22] had made a lot a lot of [0:23] you know a relatively high amount of [0:26] money right [0:27] and uh and i started reading when i had [0:29] more time right so [0:31] so it would be kind of backwards for me [0:32] to say hey these are the things that [0:34] created my success when in reality i [0:35] feel like i [0:36] started reading when i had the time and [0:39] be like ah this is really interesting [0:41] and so um i think that to to kind of [0:44] make this story full circle before i [0:46] even started my first business [0:47] i was definitely a seeker uh which is [0:49] like you're just [0:50] looking for something you're searching [0:52] for something that's because you just [0:53] realize that something's wrong with your [0:54] life right [0:55] and that's kind of how i felt when i had [0:57] my my consulting job which is what i [0:58] took after college [1:00] and during that time period i read all [1:02] the time The Happiness Advantage [1:03] and i remember realizing after six or 12 [1:06] months of just reading book after book [1:08] after book of self-help and [1:10] you know personal development and like [1:11] all that kind of stuff that [1:13] my life was literally the same and i [1:16] remember this was like kind of like a [1:17] jarring moment for me because i just sat [1:18] there i finished a book and then i [1:19] thought to myself and it was like the [1:20] happiness advantage or some you know [1:22] whatever right [1:23] and i was like uh my life [1:26] is not any different than it was before [1:28] i started reading these books [1:30] and so i thought about it for a while [1:32] and i also realized that [1:33] half the books contradicted each other [1:35] and i was like man this is really [1:36] difficult [1:37] and so what i ended up my conclusion was [1:41] i wouldn't read a book unless i executed [1:43] everything in the book [1:44] and so what ended up happening next was [1:46] i became very very selective about what [1:48] books i would read because i would [1:50] i wouldn't get another book until i have [1:52] felt like i had executed that [1:53] and so the result of that was instead of [1:55] reading lots of books i started reading [1:56] a handful of books a lot of times and so [1:59] that was [1:59] um really transformational for me i [2:01] think the first book that i read a lot [2:02] of times was how to make friends and [2:04] influence people [2:05] and i still think to this day if you [2:06] just did nothing else in business but [2:08] just practiced what is in that book [2:10] you would be phenomenally successful [2:11] like it's you know to me like if you [2:12] just did the things that are in that [2:13] book you'd be phenomenally successful [2:15] um but that's kind of more like personal [2:17] you know personal traits and character [2:19] traits and whatnot which i think are [2:20] very important for [2:21] you know growing developing but in terms How Did You Develop Your Skills [2:24] of skills right and i would say the [2:25] number one [2:26] you know number one and number two [2:27] things that i get asked about are like [2:29] hey how did you develop your skill of [2:30] marketing and how did you develop your [2:31] scale of sales [2:32] and truth be told i never did a single [2:35] sales training [2:36] um i never read a single sales book uh [2:39] before i started selling [2:41] and so that's i wish i had like a really [2:43] sexy answer for you but i don't um [2:44] i just started selling and i didn't even [2:47] know that what i was doing [2:48] was selling i was just like how do i get [2:50] people to sign up for my gym and give me [2:52] money like i didn't even know that term [2:54] was sales at the time i was just like i [2:55] have to get them to give me money [2:58] and so um i think a lot of people spend [3:00] way too much time in the like the [3:01] liberation stage and like they're trying [3:03] to [3:03] there you spend all your effort in the i [3:05] would say like productive [3:06] procrastination space [3:08] of just like thinking you're getting [3:09] better but you would get so much better [3:11] just doing it [3:12] right and so only like and people now [3:15] respect what i have to say about sales [3:17] because i've sold so much not because of [3:18] how many books i've read on sales right [3:20] and so um i think that once i was [3:23] considered [3:23] very good at sales i had you know i was [3:25] managing multiple sales teams and we [3:27] were doing you know a few hundred [3:28] thousand dollars a month [3:29] that is the first time i bought a sales [3:30] product like think about that What Selling Is About [3:33] and i went through it i was like oh this [3:34] is good stuff you know like there's [3:35] there's stuff in here that [3:36] we can use like neat but like i don't [3:39] think it fundamentally changed how good [3:40] i was at selling [3:42] um and i think that that's because so [3:44] much of selling is about conviction it's [3:45] about how much you believe in the [3:46] product [3:47] more so than like the the judo chops [3:49] right it's about how much you care about [3:50] the prospect and how much you hear about [3:52] the pro and convince that the product [3:53] will help them because if you truly talk [3:55] from a space of genuine care like [3:56] genuine care about a prospect [3:58] you won't convince them to do something [4:00] that they shouldn't do and if you [4:01] genuinely believe that your product or [4:03] service [4:04] is going to help people then making the [4:06] sales very easy because it's like i [4:07] really care about you and i really know [4:09] that this product works and so let me [4:10] just like help you connect these two [4:11] dots [4:12] and so that's like ultimately like that [4:14] is what selling is and should be [4:16] the problem is most people don't believe [4:17] in their product and they don't care [4:18] about their prospects [4:19] right and so because of that they come [4:21] into all this cognitive dissonance [4:23] meaning like they believe themselves to [4:24] be good people but at the same time they [4:26] need to make money and then those two [4:27] things [4:28] become at odds and that becomes really [4:29] difficult to sell because now you're [4:31] you're faced with a moral obligation um [4:33] to like your family [4:34] you know to try and provide and then [4:37] against yourself to be ethical right and [4:38] that becomes really hard for people [4:40] that's why a lot of sales guys get [4:40] burned out when they find out more about [4:42] whatever they're selling [4:43] and so that's why a lot of times sales [4:44] guys will start start out hot and then [4:46] crash just because they find out what [4:47] they were selling with the [4:48] what they were sold to sell is actually [4:50] not what it really is cracked up to be [4:52] and then once they find that out then [4:53] all of a sudden [4:54] um that's that's why in my belief [4:56] there's way more churn in sales people [4:57] than would otherwise be necessary if [4:59] they were all selling something they [5:00] believed in [5:01] right so back to the main point which is What Do I Do [5:04] what do i do if i don't [5:07] like if i have no way of you know [5:09] practicing well [5:10] i mean honestly when i when i want to do [5:12] something what i do is i buy a course [5:14] about how to do something [5:16] and then i follow the course and do it [5:18] so if i wanted to make a webinar [5:19] then i bought a course on making webinar [5:21] and then i followed the course to make [5:22] the webinar and so i learned the skill [5:23] while i was going through the course i [5:25] don't think there's a lot of productive [5:28] time and usage in in learning stuff [5:32] for the sake of learning like it's like [5:34] and i don't even i would even make the [5:35] argument that you don't even truly learn [5:37] it [5:37] until you've applied it and so like [5:40] how do you know if you read six books on [5:42] sales and they have different strategies [5:43] which one is [5:44] is the right one because you've never [5:46] tested it in the battlefield right it [5:47] doesn't make any sense [5:49] and so um like the same thing with [5:51] marketing i never i never bought a [5:52] copywriting course [5:54] i never bought any courses on how to [5:55] build landing pages i never bought any [5:57] courses on how to run ads [5:58] the only thing i did was i spent um i [6:01] spent money one on one to get someone to [6:03] train me literally how to click to run [6:04] ads for my gym [6:06] but i learned a little bit i learned [6:07] enough on my own and so that's the thing [6:09] is like [6:10] i think there's definitely a space for [6:11] one-on-one training i think the biggest [6:13] gains i've made [6:14] have been from investing in people who [6:16] are above me to break my beliefs about [6:18] what was possible [6:20] because the people were above you most [6:21] of times are not going to like [6:23] they're not going to hold your hand and [6:24] teach you how to write copy this is not [6:26] going to happen [6:26] i mean like they might edit you know [6:28] copy you have if you have like a [6:29] one-on-one relationship something like [6:30] that but [6:31] for the most part like it's going to be [6:33] up to you to go acquire those skills and [6:34] most of the time [6:35] acquiring those skills comes from doing [6:36] them which means you're going to suck [6:37] for a while and i think just most people [6:39] aren't aren't willing to try because [6:40] they think that if they are perfect [6:42] they'll somehow not fail the first time [6:43] which is stupid because even when you're [6:45] really good you're going to fail [6:46] so it's just people like procrastinating [6:49] and reading books about something that [6:50] they haven't done [6:51] is a productive way of feeling [6:52] accomplished without actually doing [6:54] anything [6:54] and so um i say all this to say for the [6:57] many people who [6:58] who ask me what are my favorite books on [7:00] sales and marketing my favorite book on [7:02] sales is to get out there and start [7:04] selling [7:05] right because if you start selling and [7:07] then read a book on sales it will make [7:08] far more sense to you than trying to [7:10] read a book on sales before you start [7:11] selling [7:12] because you won't even know what they're [7:13] talking about right same thing with [7:15] marketing [7:16] right like if you if you want to go and [7:17] learn about marketing the best thing to [7:19] do is start [7:20] you know learn how to run an ad you run [7:21] an ad to a landing page [7:23] and then start getting some people who [7:24] give you their contact information and [7:26] then pick up the phone and call them [7:27] like you know what i mean and the [7:28] easiest thing to do in my opinion is the [7:30] advice that i got from ezra firestone [7:32] years ago [7:32] which is give yourself a slush fund [7:34] right give yourself a learning budget [7:36] which is how much am i willing to quote [7:37] blow this month [7:38] on failure so i can learn the skills [7:40] faster and whatever that percentage is [7:42] might be ten percent of what you make [7:43] every month maybe five percent it might [7:45] be 25 [7:45] it just depends on who you are and how [7:47] stable your income is but if you just [7:49] say i'm willing to give 500 [7:50] a month to learning the skill then you [7:53] don't have this like emotional [7:54] attachment to whether or not you crush [7:56] it your first time because [7:57] you're seeing this 500 a month [7:58] investment [8:00] is truly that an investment in your [8:02] education your investment in trial and [8:03] error [8:04] rather than uh you know like i bought [8:07] this question copywriting i'm not a [8:08] millionaire what's wrong [8:09] right when in reality you just have to [8:10] get out there and start doing it so um [8:12] anywho that's my that is my two cents i [8:14] i made most of my money before i started [8:16] reading a lot of books i would say [8:17] like seriously i read maybe 30 books [8:20] before we [8:21] you know were deca millionaires you know [8:23] what i mean um [8:24] and so i wish i had something better for [8:27] you but i [8:28] i focus most of my time on doing and [8:30] applying and when i start applying [8:32] then i will go read for specific [8:34] solutions to a bottleneck that i have [8:36] rather than trying to learn an amorphous [8:38] topic [8:39] by reading words from multiple books and [8:40] trying to get perspectives [8:42] different angles on problems i've never [8:44] even encountered yet [8:45] right i think it's much better to [8:46] encounter the problems [8:48] than start seeking the solutions than [8:50] trying to cover every solution [8:52] to every problem before you've even [8:53] started the race so anyways hope you [8:55] found that valuable hope that made sense [8:56] lots of love keeping awesome and i'll [8:57] catch you guys soon bye

===FILE=== QgvX_5km_Yo - Lead with Free to Compensate for Lack of Social Proof.txt
https://youtu.be/QgvX_5km_Yo
Lead with Free to Compensate for Lack of Social Proof

[0:00] Uh, macro alchemist struggling to get [0:02] clients for high ticket lead genen offer [0:03] with no social proof yet new business. [0:05] Start for free. [0:08] Start for free. [0:11] Because here's the thing. If you are [0:13] trying to run some sort of marketing [0:14] thing, you have to understand how silly [0:16] it sounds to say like I'm a good [0:17] marketer but I don't know how to get [0:18] customers. It is kind of crazy, right? [0:20] And so embedded within that is like you [0:23] already are imbuing lack of proof. And [0:26] so proof above everything. And so you [0:29] have to compensate for the fact that you [0:30] have no track record by doing by winning [0:32] where you can. You're going to win on [0:34] service. You're going to say, "Listen, [0:35] here's my cell phone. I'm the owner. I'm [0:36] going to do everything I can to make [0:37] sure." And number two, you have clearly [0:39] an aligned incentive. Like I need [0:41] testimonials, dude. I need proof. And so [0:42] I'm going to do everything I can to make [0:44] sure that you win. Now, the thing is [0:46] that there's still costs for them [0:47] because they're probably going to be [0:48] fronting the money for the advertising. [0:49] And so like they're still going to lose [0:51] money doing this if you suck. And so [0:53] it's very reasonable for them to be [0:56] hesitant with you. So, you just have to [0:58] I mean, you got to kiss more toads, [0:59] which means you got to get in front of [1:01] more people. And if you're like, "How do [1:02] I do that?" Tell people that you'll work [1:03] with them. You'll do five one-on-one [1:05] calls with them for free. Very easy way [1:07] to do it. And then at the end of the [1:08] fifth call, if they still want to work [1:09] with you, you can you can keep working [1:11] with them for free or you work with them [1:12] for X dollars. All right? So, the whole [1:14] whole deal here is lead with free. Lead [1:18] with free. And if you're like, "But if [1:19] they if I give my services away for [1:20] free, then no one's going to pay you." [1:22] Yeah, maybe not those people, but I'll [1:24] say I'll promise you two things. If [1:26] you're [ __ ] good, they will want to [1:28] pay you because you're making them [1:29] money. And number two, if they don't [1:31] want to pay you, you're probably not [1:33] that good. But if they'll still leave [1:35] you a testimonial, then you have that [1:36] testimony that you can give to somebody [1:37] who will pay you because they don't have [1:38] an anchor of free. So there you go. If [1:41] you're a business owner and you are not [1:43] growing as fast as you'd like, I'd like [1:44] to give you a free gift. So my team and [1:47] I put together the $100 million scaling [1:49] roadmap, which is basically 200 hours of [1:51] us looking over all the portfolio [1:52] companies we've had and what stages of [1:54] growth they went through and more [1:56] importantly where they got stuck and how [1:58] they got past it. And so we broke it in [1:59] these 10 stages and we made this little [2:01] kind of quiz thing where if you put in [2:03] your business information, it'll tell [2:04] you where you're at and the most [2:06] important part for you, what to do for [2:07] each of functions of the business across [2:09] product, marketing, sales, customer [2:10] success, recruiting, IT, human [2:12] resources, and finance. And so no matter [2:14] what you're struggling with, someone [2:15] else has already struggled with it and [2:17] solved it. And so I'd like to give you [2:19] this thing absolutely free. You can go [2:20] to acquisition.com/roadmap, [2:22] plug in your business information, and [2:23] if you want us to actually help you [2:26] deconrain the business and you're trying [2:27] to scale, we'd love to help you out on [2:29] the thank you page. You can just book a [2:30] call with my team and we will look at [2:33] the business, see if we can help. And if [2:35] we can, we'll invite you out to Vegas [2:36] and we'll do this in person live.

===FILE=== QzG3KEliDcc - Should I Add a Second Offer to My Webinar.txt
https://youtu.be/QzG3KEliDcc
Should I Add a Second Offer to My Webinar?

[0:00] What's up, bro? Okay, so [0:03] super excited. Uh, I have a, if you guys [0:05] don't know, my my business sells [0:07] personal branding and content education [0:08] to real estate agents and mortgage loan [0:10] officers [0:11] and other adjacent industry pros. We do [0:14] four and a half million a year. This [0:15] year, we'd like to do 6 million. [0:17] Mhm. [0:18] So, what I want to talk to you about is [0:19] I have a huge upcoming virtual event on [0:22] March 26th. And during this event, [0:25] it's our big launch. We have a primary [0:27] goal to sell out the tickets for the [0:29] whole event. So, in a 2-hour webinar, [0:32] we're going to sell 1,000 tickets. [0:34] Amazing. [0:35] Um, I feel like I'm going to do that. [0:37] I'm going to hit that goal based on the [0:38] amount of people we have opted in and [0:40] the amount of people are going to show [0:40] up live and also pack I put together for [0:43] tickets. Last year, I sold about 70 [0:47] uh 76% of the tickets out on this on the [0:49] webinar and this year I'm going to do [0:50] 100%. [0:51] Okay. What's the price? I'm torn on I [0:53] feel like I'm leaving a huge amount of [0:55] money on the table by just having one [0:57] offer. Like these are people who have [0:58] followed me for years. They're going to [1:00] be excited. They're going to be on the [1:01] call. We're going to have special [1:02] guests. It's going to be fun. And [1:04] there's going to be 5,000 people on the [1:05] call live. So my question is, [1:07] should I be making a second offer during [1:09] the live stream? [1:11] And would this dilute focus, confuse the [1:13] room or cost me the primary sale? And if [1:15] I end up doing two offers, how do I [1:16] sequence it without killing the room? [1:20] How far away is the event from the [1:21] virtual event? [1:23] Uh so the virtual event is on the 26th. [1:26] Mhm. [1:27] So in two weeks now and then the actual [1:28] forward event is in July. [1:30] Okay. Um [1:37] I have a school community. I've done [1:38] workshops. I have other things I could [1:40] sell. [1:40] Yeah. [1:41] But I don't know. Uh I don't want to [1:42] miss out on the first goal. [1:44] Yeah. [1:47] So, I'll tell you I'll tell you what I'm [1:49] thinking. So, if I have like obviously [1:52] an in-person selling environment is [1:53] going to be superior in conversion to a [1:55] virtual selling environment. And so, if [1:57] I know that I'm going to be able to sell [1:58] everybody from virtual to in person, [2:01] then I know I'm going to have that sales [2:03] opportunity with the vast majority of [2:04] the market, right? And then I'm assuming [2:07] at your inerson thing, you sell the [2:09] expensive stuff, right? [2:11] Yes. [2:12] So, I I So, I'll say this. I wouldn't [2:15] sweat that you're like leaving a lot of [2:16] money on the table. When you sell your [2:18] tickets right now, do you sell tiers of [2:20] tickets or just like one standard [2:22] ticket? [2:23] We sell a $1,000 regular ticket and a [2:26] $3,000 VIP ticket. [2:28] Okay. Um [2:31] I I like [2:33] I think that you will like the only [2:35] reason I would consider selling [2:36] something because you're going to have [2:38] uh so you have March well is it will be [2:40] the end of March. So you have April, [2:41] May, June. you have 3 months and then [2:44] July, right? Typically in that kind of [2:46] like 14 to 16 week timeline, people will [2:49] forget that they spent money with you [2:50] already. [laughter] [2:52] Um, so you could actually sell two [2:54] things, but the risk of [ __ ] up your [2:56] event feels relatively high and you're [2:59] going to pitch everybody there anyways. [3:03] So like this is um [3:04] Yeah, that makes sense. [3:05] Yeah, this is where Ila that Ila would [3:07] come in and she would say, "Alex, this [3:09] is not a problem to solve. This is an [3:10] opportunity that you made up that you're [3:12] calling a problem. [3:14] Oh, okay. [3:15] So, like it's honestly one of the most [3:18] helpful frames that Leila's ever given [3:19] me is like this is a missed opportunity, [3:20] not a problem to solve. [3:23] But I don't think you're really missing [3:24] it. Cuz all those people you're going to [3:25] see in person, then you're going to [3:26] absolutely sell the highest ticket stuff [3:28] to those people. Because the next [3:30] question we'd have is, okay, if we sell [3:32] them a thing, what are we going to sell [3:33] them? It has to be a onetime thing. We [3:35] have to deliver between now and then, [3:37] right? And then when we sell off the [3:39] back of that, it becomes this whole [3:40] other thing when I think it's like I'm [3:42] going to sell shitload of tickets and [3:43] then they're going to go to the thing [3:44] and I'm going to sell a show of people [3:45] there. [3:47] Yeah, that sounds good. And then maybe [3:49] like we upsell replays and other assets [3:52] for regular ticket holders. Those are [3:54] just like oneclick upsells. [3:55] Yeah. [3:56] Yeah, I think that's all fine. Yeah. [3:58] Like anything that's automated on the [3:59] way in, that's like normal. That's fine. [4:01] And then I mean if you felt if you [4:02] wanted to feel crazy, you could add [4:03] another ticket level that included a [4:05] benefit. [4:07] You could do that. Have a $10,000 [4:08] ticket. [4:10] What about like at the Okay, at the end [4:12] of the call, [4:13] huh? [4:14] I'm I'm sold out. [4:16] We're celebrating on the call. I'm like [4:18] manifesting right now. [laughter] [4:19] Okay. [4:20] Um, so then what about then telling him [4:23] about my school community or doing [4:24] something? Is that cool? [4:26] Well, yeah. I mean, if you've already [4:27] hit the goal, it's fine. Um, [sighs] [4:30] and what's the price point of the school [4:31] community? [4:33] It's $2,000 a year. [4:35] Yeah. Um, so what I would do is this. I [4:39] would say how and the ticket for the [4:41] event is a thousand, right? [4:44] Yes. We'll probably discount it for the [4:45] people who buy on the live session. [4:48] Okay. Got it. [4:50] Add value. I'm not I haven't decided on [4:51] that. [4:51] Yeah, I prefer you add value. Um, but [4:55] this I'll tell you what I'm thinking. [4:57] Um, [4:59] you could this I'm I don't want like [5:01] again there's part of me that's like [5:02] it's don't get too cute. You know what I [5:04] mean? Like don't [ __ ] with it. But if I [5:06] wanted to be cute, [5:08] I would consider [5:13] what I'm I'll tell you what I'm thinking [5:14] about right now is like, could I take [5:15] the $1,000 thing and credit it towards [5:18] the $2,000 thing so that I get everybody [5:20] on $2,000 a year? [5:24] Oh, yeah, that could work, [5:26] right? And say [5:28] we typically do special deals to sign up [5:30] for annual anyways, [5:31] right? And so I'd say if you do it while [5:33] you're on the call, you can I'm going to [5:35] change the price right now live. You can [5:37] do it right now and you can go [5:40] for an extra $1,000. You can have this [5:42] purchase is credited towards the cool [5:44] community. [5:45] Yeah. The again, the only fear that you [5:46] could have there is that that [5:47] cannibalizes sales at the event. That's [5:49] the only fear. The way I would position [5:52] it is this is what's going to keep you [5:53] going between then and here and then. [5:56] That's how I'd position it. [5:59] Got it. Okay. Yeah. because a lot of [6:00] people in that lower ticket community [6:02] end up purchasing the higher ticket [6:04] anyway. [6:06] That's probably the that would probably [6:07] be the offer I would do at that time. [6:11] Okay, cool. I think I that uh gets me [6:14] out of the fact that I'm leaving the [6:16] opportunity on table. [6:17] How much do you pay to uh fill the [6:19] event? [6:21] So, right now we're going to spend [6:23] 50,000 in ads [6:25] and then um [6:27] that's insane, dude. It's just organic [6:28] posting, emailing, and we're going to [6:30] get 10,000 optins and hopefully show up. [6:33] That's amazing. [6:35] Yeah, that's crazy. And you're going to [6:36] sell a,000 tickets at 1,000 bucks off of [6:39] 50K. [6:40] Yes. [6:41] We already pre-sold 300 at the end of [6:44] last year's event. [6:45] Beautiful. [6:45] So, I already have a 300 p a 300 person [6:47] head start. [6:48] Love it. Yeah, you're going to crush [6:49] them, man. I do like that is that once [6:51] you've got once you've hit your goal, [6:53] then make the offer. [6:55] Okay, sounds good, bro. And whoever set [6:57] up these calls, the feedback is killing [6:59] me. [6:59] I know. Believe me, it's killing me, [7:00] too. We uh we're 0 for like six on call [7:03] setups. We just incapable of doing [7:05] something simple. But thank you. [7:07] I appreciate it. [7:08] Hopefully I didn't get them in trouble [7:09] right now, but I didn't. [7:11] They already know. I appreciate it, man. [7:13] Thank you, bro. [7:14] All right, dude. Good luck. [7:18] All right. I'm going to take uh roll [7:20] over credit one time, set a 2K year [7:21] recurring is pretty genius. Thank you, [7:23] Kevin. I appreciate that. Um 20 without [7:25] experience. just join a marketing [7:26] agency, start one or try AI automation [7:28] agency. Um, I think if you join a [7:30] marketing agency that could make a lot [7:32] of sense if they if you feel like [7:34] basically learn or earn. I think a lot [7:35] of times you will be able to learn more [7:37] in a small business cuz like the [7:39] advantage of of working at a small [7:40] business is that you're going to learn a [7:41] lot of stuff. I think the like a step [7:43] that I wouldn't like is like the massive [7:45] corporation that puts you in a tiny hole [7:46] that like doesn't like teach you a lot. [7:49] You teach this one very specialized [7:50] skill that I'm not a big fan of. But [7:52] there are on the other hand other big [7:53] corporations that have amazing training [7:55] programs. So like for example our our [7:57] associates who come work at the advisory [7:59] practice for us. It's like they get s [8:00] like they have like the perfect job. [8:02] They have the job I wish I had my whole [8:03] life which is like they get to basically [8:06] sacrifice their lives to learn a [8:08] shitload about business in like 6 [8:10] months. It's insane. Um and they are the [8:13] ones who do a lot of the kind of the the [8:14] the grunt work of putting things [8:16] together for the directors that we have. [8:18] So, that's like a great that's a great [8:19] role, but that's very akin to like the [8:21] associates or the analysts in like an [8:23] investment banking world or a management [8:24] consulting world. Okay. Join AI startup [8:27] or start my own, drop out of college. I [8:29] mean, I'm not going to make more stances [8:31] on college. I've been pretty clear about [8:32] that right now. Um, it's going to depend [8:35] on the opportunities. Uh, hey Alex, [8:37] thank you for all you do. I wanted to [8:38] ask you how you'd help a managed service [8:40] provider it grow its leads. Run ads, [8:43] make content, reach out to affiliates of [8:45] people who already have your audience. [8:47] Uh or reach out to individuals you [8:50] already know. Four methods. Pick [8:52] whichever one you feel like you have the [8:53] better skills for. Uh work for two years [8:56] on a spa. Is it possible to start spa [8:58] launch starting out? If not, what I can [9:00] what can I do to get that? You can work [9:02] I mean whether you work for two years on [9:04] a spa relatively irrelevant to me. I [9:06] think that [9:08] you could start it if you know how to [9:10] get the customers for it. So if you were [9:11] the one who was in charge of marketing [9:12] and sales for the business and you know [9:15] how to operate it more profitably then [9:16] for sure from a credibility perspective [9:18] it's a little bit tougher but at the end [9:19] of the day all that really matters is [9:21] can you deliver value to the customer [9:22] like that's it. [9:25] If you're a business owner and you are [9:27] not growing as fast as you'd like I'd [9:28] like to give you a free gift. So my team [9:30] and I put together the $100 million [9:32] scaling roadmap, which is basically 200 [9:34] hours of us looking over all the [9:35] portfolio companies we've had and what [9:38] stages of growth they went through and [9:39] more importantly where they got stuck [9:41] and how they got past it. And so we [9:43] broke it in these 10 stages and we made [9:45] this little kind of quiz thing where if [9:46] you put in your business information, [9:47] it'll tell you where you're at and the [9:49] most important part for you, what to do [9:51] for each of the business across product, [9:53] marketing, sales, customer success, [9:54] recruiting, IT, human resources, and [9:56] finance. And so no matter what you're [9:58] struggling with, someone else has [10:00] already struggled with it and solved it. [10:02] And so I'd like to give you this thing [10:03] absolutely free. You can go to [10:04] acquisition.com/roadmap, [10:06] plug in your business information, and [10:07] if you want us to actually help you [10:09] deconrain the business and you're trying [10:11] to scale, we'd love to help you out on [10:13] the thank you page. You can just book a [10:14] call with my team and we will look at [10:17] the business, see if we can help. And if [10:18] we can, we'll invite you out to Vegas [10:20] and we'll do this in person live.

===FILE=== R2qzM-0gmec - Helping a Medical Service Business Scale.txt
https://youtu.be/R2qzM-0gmec
Helping a Medical Service Business Scale

[0:00] So, really quick, Ila, thank you for [0:02] sharing your rhinoplasty journey. I [0:03] share it with our patients all the time. [0:05] Like, it's not always real like that. [0:08] Oh, nice. [0:08] You got a nose drop. [0:11] I got a nose job. [laughter] [0:13] I said rhinoplasty, so it could be kind [0:14] of code. Um, but so I looked at the [0:18] margins like you had talked about [0:20] because uh they were low and to get to [0:22] 80% I have to almost double the cost of [0:24] the kits that would be added to the [0:25] surgeries. The problem I have is that [0:28] the patient care coordinators who sell [0:29] the surgeries, they're like, they're not [0:32] going to buy that. But they do buy that [0:35] when we're talking straight to the [0:36] consumer. [0:38] Do I need to step stone? Whereas just [0:41] pick a price that at least gets me one [0:43] call with them and upgrade it myself or [0:46] like the hospital side, they can't [0:49] collect payments at all. They're just [0:51] willing to send us all the patients and [0:53] we can sell them. [0:56] I had I was going to ask what the kit [0:58] is. [0:59] So the kit is a mental health nutrition [1:01] and coordination call before and after [1:03] surgery. [1:03] Isn't there similutide too? [1:05] And simaglutide as well. So and [1:07] beriatric surgery as well. So when [1:09] a nose job [laughter] [1:12] oh my god okay I was like [1:13] no it's okay. So when as you know going [1:16] through that process there are some [1:18] things that you find out in recovery. We [1:20] want to make sure they find out and are [1:22] educated before so that they can [1:23] maximize their recovery with nutrition, [1:26] with coordination and with mental health [1:29] because it can be mentally taxing as [1:31] well. So we do that for plastic surgery, [1:33] we do that for beriatric surgery, people [1:35] who are going through weight loss. And [1:37] then we also do that for simaglutide [1:38] patients who are losing weight fast. So [1:41] they need that same kind of support. [1:43] I don't know if you're thinking what I'm [1:44] thinking. [1:45] Probably not. [1:46] Okay. What do you think? [1:47] Oh, so the 80% gross margins. So, I'll [1:49] just make this for everybody. So, we we [1:50] talked last night. Um, I have a rule of [1:53] thumb for services, which is I if I'm [1:55] doing service, I want 80% or higher [1:57] gross margins because this is very hard [1:58] to make money without that. Like, it's [2:00] just it's just very tough. And [2:02] sometimes, like, I hear it all the time. [2:03] They're like, I I don't know what's [2:04] wrong with my business. It's like, dude, [2:05] your cost basis is 50 and it's it's [2:08] service. It's like you're starting at 50 [2:10] and then you got to do everything else [2:11] and then you have this much left over. [2:13] It's just it's tough. and I prefer 90 95 [2:16] you know like much higher margins if I [2:17] if I can if I can do it. Um and so I [2:21] think that one from the sales [2:23] perspective it's probably a compensation [2:25] thing which means that like you can [2:26] double the price and then you can 4x how [2:29] much you're paying them and then all of [2:30] a sudden that may very much change like [2:32] move the needle for them to make it [2:33] worth that uncomfortable two seconds. Um [2:37] the second thing is that if if the if [2:38] the hospitals are referring you you know [2:40] referring directly to you then I don't [2:41] think you have to worry about those at [2:42] all like just say the higher price. So, [2:44] it really just comes down to the [2:45] question of how do I get the uh patient [2:47] care providers I think is what you said. [2:48] Um, [2:49] and is the 80% going to cover their [2:52] bonus? Because right now we give a PCC [2:54] bonus for every kit they sell. They get [2:56] a little kickback. We pay them. [2:57] The answer is yes. So, gross margins are [2:59] on delivery. [3:00] Okay. [3:00] And so, we h like the whole point of [3:02] having a higher price is so that you can [3:04] spend more in acquisition. Okay. [3:06] And so, commission is included in the [3:08] acquisition cost. [3:09] Okay. [3:10] The background of the patient care [3:11] coordinators. The patient care [3:13] coordinators work directly for the [3:14] surgeon. So their job is to sell the [3:17] surgeon and sell the surgery. So what we [3:20] do because we handhold the patient, [3:22] they're no longer on the phone for hours [3:24] with the patient that already had [3:25] surgery or that's going to have surgery. [3:27] They're talking to a patient who's [3:28] looking to have surgery, who's going to [3:30] book a surgery. So we're taking away [3:32] that office burnout, the high anxiety [3:34] patient. That is how we're pre creating [3:37] more income producing activity for the [3:39] office. [3:39] She's customer service for surgeons. [3:41] Yeah. Outsource. [3:42] Okay. Yeah. No, I picked that up as we [3:44] were talking because I was like [3:46] the patient care coordinators. [3:47] Yeah. So, but the patient care [3:48] coordinators, they're the ones that have [3:50] to [3:51] unless it's mandatory, which usually [3:53] takes us about 90 to 180 days to get [3:57] there. In the beginning, it's a optin, [3:59] opt out. You're having the surgery. We [4:00] partnered with POP. You should add this. [4:03] Then, when they see like, wow, this has [4:05] taken a lot off our plate. Then they're [4:06] like, just add it to the surgeon's fee. [4:08] But typically, they don't want to do [4:10] that right away. [4:13] The question was around price and so I [4:15] think the answer is yes. [4:17] Okay, [4:17] price it in and then the extra gross [4:19] margin can go to the sales rep and that [4:21] can help speed things up in the [4:23] beginning and then eventually they'll [4:24] just include you in part of the package [4:25] and you won't have to worry about it. [4:26] But I think having even artificially [4:28] high in the beginning to like get them [4:30] going and kind of teach the behavior is [4:31] a good idea if that's the constraint. [4:34] And would you just have one price for [4:36] everything? Because right now it's [4:38] rhinoplasty is this. Major weight loss [4:40] surgery combo surgery is this. Because [4:42] some rhinoplasty [4:43] is the delivery the same. [4:46] It can be. [4:47] Well, if you make the delivery the same, [4:48] then you can make the price the same. [4:49] It should be. [4:50] Well, then why don't you do that? [4:51] Remember we talked about this, [4:52] right? [4:53] Just streamline it. [4:54] Okay. [4:54] If it's like more or less the same [4:55] thing, it's recovery. They have to know [4:57] these four things. Then like just it [4:59] just it'll make the whole business so [5:00] much simpler. [5:01] Okay. If you're a business owner and you [5:03] are not growing as fast as you'd like, [5:05] I'd like to give you a free gift. So, my [5:07] team and I put together the $100 million [5:09] scaling road map, which is basically 200 [5:11] hours of us looking over all the [5:12] portfolio companies we've had and what [5:15] stages of growth they went through and [5:16] more importantly where they got stuck [5:18] and how they got past it. And so we [5:20] broke it into these 10 stages and we [5:22] made this little kind of quiz thing [5:23] where if you put in your business [5:24] information, it'll tell you where you're [5:25] at. And the most important part for you, [5:27] what to do for each of functions of the [5:29] business across product, marketing, [5:30] sales, customer success, recruiting, IT, [5:32] human resources, and finance. And so no [5:34] matter what you're struggling with, [5:36] someone else has already struggled with [5:38] it and solved it. And so I'd like to [5:39] give you this thing absolutely free. You [5:41] can go to acquisition.com/roadmap, [5:43] plug in your business information, and [5:44] if you want us to actually help you [5:46] deconstrain the business and you're [5:48] trying to scale, we'd love to help you [5:49] out. On the thank you page, you can just [5:51] book a call with my team and we will [5:53] look at the business, see if we can [5:55] help, and if we can, we'll invite you [5:56] out to Vegas and we'll do this in person [5:58] live.

===FILE=== R8Ts4-RkxR8 - Deleting Work Life Balance for a Season.txt
https://youtu.be/R8Ts4-RkxR8
Deleting Work Life Balance for a Season

[0:00] deleting work life balance for a season [0:02] nets you more work life balance over a [0:04] lifetime. [0:06] So I I love this uh frame shift which is [0:09] everyone talks about work life balance [0:10] but no one talks about it over what [0:12] timeline. [0:13] Paul Graham said this from my [0:14] commentator. He said um in order to make [0:16] a million dollars you have to endure a [0:18] million dollars worth of pain. [0:19] And so you might be able to endure a [0:21] million dollars worth of pain over 40 [0:22] years or you can crunch it into four [0:25] crazy years and then after that you can [0:27] have whatever you want to have [0:28] afterwards. And so I I think about life [0:31] in seasons rather than in you know on on [0:34] microcosms of days and and even weeks. [0:36] And I think that shifting that [0:37] perspective will really only solve one [0:39] core problem for people which is that [0:41] they feel like they are doing something [0:42] wrong by making a sacrifice today. And [0:44] there's always going and again it's an [0:46] eternal question. How much do I how much [0:48] do I risk? Uh how much do I consume [0:50] versus invest? These are classic human [0:52] problems that will never have a correct [0:53] answer. And it's more what's the correct [0:55] answer for you in your season right now [0:56] based on the goals you have. And so I [0:58] think if anything I would want that [1:00] quote to give some people permission to [1:02] work a weekend every once in a while to [1:04] to take the five to nine on both sides [1:06] of the day and say you know what I am [1:07] going to be unbalanced and that's okay [1:10] because at least in my observation and [1:12] probably yours I have yet to see a hyper [1:14] successful person who doesn't have a [1:15] wildly unbalanced life or at least for a [1:17] significant period of time. [1:19] And we want to just make sure that we're [1:20] not looking at someone once they are a [1:22] billionaire and saying what are they [1:23] doing now because they might be in a [1:24] different season now. And so don't look [1:26] at what, you know, Warren Buffett's [1:27] doing now when he says, "If I make two [1:28] good decisions a year, I've had a good [1:29] year." Well, if you make two good [1:31] decisions a year, you're still probably [1:32] not [laughter] you're not going to be [1:34] Warren Buffett, right? Um, and so I I [1:36] think about that as my as as a my frame. [1:38] Real quick, if you're a business owner [1:40] and you are not growing as fast as you'd [1:41] like, I'd like to give you a free gift. [1:43] So my team and I put together the $100 [1:46] million scaling roadmap, which is [1:47] basically 200 hours of us looking over [1:49] all the portfolio companies we've had [1:50] and what stages of growth they went [1:53] through and more importantly where they [1:54] got stuck and how they got past it. And [1:56] so we broke it into these 10 stages and [1:58] we made this little kind of quiz thing [2:00] where if you put in your business [2:01] information, it'll tell you where you're [2:02] at and the most important part for you, [2:04] what to do for each of the functions of [2:05] the business across product, marketing, [2:07] sales, customer success, recruiting, IT, [2:09] human resources, and finance. And so no [2:11] matter what you're struggling with, [2:13] someone else has already struggled with [2:14] it and solved it. And so I'd like to [2:16] give you this thing absolutely free. You [2:17] can go to acquisition.com/roadmap, [2:19] plug in your business information, and [2:21] if you want us to actually help you [2:23] deconrain the business and you're trying [2:25] to scale, we'd love to help you out on [2:26] the thank you page. You can just book a [2:28] call with my team and we will look at [2:30] the business, see if we can help, and if [2:32] we can, we'll invite you out to Vegas [2:33] and we'll do this in person live.

===FILE=== REqnb6hkk5E - The Only Referral Strategy Your Community Needs.txt
https://youtu.be/REqnb6hkk5E
The Only Referral Strategy Your Community Needs

[0:00] When a member joins my community, I [0:01] offer them the following welcome DM. [0:04] If you invite three friends from my [0:06] niche and they join, I will unlock XYZ [0:08] classroom courses. Cool. This is working [0:09] really well for me at the moment because [0:11] these courses are really valuable and [0:12] their friends can bring three more [0:13] friends. Yes. Great. Uh, are there other [0:16] referral firewalls you've used in school [0:18] membership businesses that you've heard? [0:20] Honestly, I think that's a I like I I I [0:22] wouldn't over complicate it. I would try [0:24] and find one that works really well and [0:27] I would just hammer it. If you want, [0:29] every once in a while you can do like a [0:30] giveaway. You can run a giveaway like [0:32] once a month or every every quarter and [0:34] be like, "Hey, you know, it's uncapped. [0:36] Uh, every person who, you know, refer [0:38] somebody gets a ticket for them and for [0:41] their friend basically. So, the number [0:42] of people that you refer gives you more [0:43] tickets. And then I'm going to do a [0:45] drawing for flying out for a day and [0:46] hanging out with me or getting some like [0:48] business turnaround or I'll build you a [0:49] landing page or whatever it is that you, [0:51] you know, I'll give you five sessions of [0:52] relationship coaching, whatever your, [0:54] you know, whatever a grand prize would [0:55] look like that you think your community [0:56] would be stoked about. Um, I think [0:58] that's a great strategy you can tie on [0:59] top. But I love that. I think it's a [1:01] very good tactic. I'd say that's the [1:02] tactic of the day. Um, is have a a way [1:06] for people to bring more people into [1:07] this world. [1:10] Uh, Ben Garin.

===FILE=== RFsFWbAiq7I - If Your New Hire Has No Black Book, Don’t Hire Them.txt
https://youtu.be/RFsFWbAiq7I
If Your New Hire Has No Black Book, Don’t Hire Them

[0:00] which is the snowball of talent, which [0:02] is like if you've had multiple [0:04] businesses and you've had good outcomes [0:05] and you treated people well over an [0:06] extended period of time, some people [0:08] start following you from thing to thing, [0:10] right? And then you start to have this [0:12] core team that just like they're like [0:14] they're good like and and then when you [0:16] do the next thing, like they're all with [0:17] you. And I think that like I I don't [0:19] know, but I would imagine that in 20 [0:22] more years like the team of talent of [0:24] those people who just prefer to operate [0:26] the way we operate and like like the [0:27] culture that we have and like each [0:28] other. It's more like like if somebody [0:31] comes in as a as a sea level exec and [0:33] has no network of people that they've [0:35] worked with in the past. I'm like that's [0:37] weird. like you don't have anyone from [0:39] all the past roles who you've worked [0:41] with who either a you think is a stud [0:42] which is weird that you don't think [0:43] anyone's a stud or alternatively you [0:46] think they were a stud but they don't [0:47] want to come to like your new thing [0:48] because you're not a good leader and so [0:50] that's a great like litmus test in terms [0:52] of like how good of a leader is this [0:53] person is like who do they have in their [0:55] in their blackbook because we need to [0:56] build out this function quickly and I'm [0:59] expecting you to bring some of that to [1:00] the table [1:01] real quick if you're a business owner [1:02] and you are not growing as fast as you'd [1:04] like I'd like to give you a free gift so [1:06] my team and I put together the $100 [1:08] million scaling road map which is [1:10] basically 200 hours of us looking over [1:12] all the portfolio companies we've had [1:13] and what stages of growth they went [1:15] through and more importantly where they [1:17] got stuck and how they got past it. And [1:19] so we broke it into these 10 stages and [1:21] we made this little kind of quiz thing [1:22] where if you put in your business [1:23] information it'll tell you where you're [1:25] at and the most important part for you [1:27] what to do for each of functions of the [1:28] business across product marketing sales [1:30] customer success recruiting IT human [1:32] resources and finance. And so no matter [1:34] what you're struggling with, someone [1:36] else has already struggled with it and [1:38] solved it. And so I'd like to give you [1:39] this thing absolutely free. You can go [1:40] to acquisition.comroadmap, [1:42] plug in your business information, and [1:44] if you want us to actually help you [1:46] deconstrain the business and you're [1:47] trying to scale, we'd love to help you [1:49] out on the thank you page. You can just [1:50] book a call with my team and we will [1:53] look at the business, see if we can [1:54] help, and if we can, we'll invite you [1:56] out to Vegas and we'll do this in person [1:58] live.

===FILE=== ROo9U2SQyRg - You Can Get to $10M Year With Any Business.txt
https://youtu.be/ROo9U2SQyRg
You Can Get to $10M Year With Any Business

[0:00] If you have the goal of getting to $10 [0:01] million a year, you can pretty much do [0:03] it in any business. If you have the goal [0:05] with with the exception of if you are a [0:07] brickandmortar and there's 100 people in [0:09] your in your local market, probably not. [0:10] But out outside of that, um that [0:13] business model, even if you were in a [0:15] tiny market, could get to 10 million a [0:16] year, you just open up in new markets. [0:18] That's all you do, right? Um and so most [0:22] people's goals are achievable within [0:23] their current vehicle. They are just too [0:25] impatient and believe that there's [0:26] another shiny object that someone will [0:28] get there faster. But if you take the [0:29] natural extreme and say, "If I only did [0:31] one thing for 40 years, do I think I'd [0:32] be successful?" Probably. And so if you [0:34] knew that to be true, then that would [0:36] give you a very strong reason to stick [0:37] with whatever you're doing. Because let [0:39] me give you a visual for this. This is [0:41] the cost of switching. So if let's say [0:44] that you're in year three [0:47] of your current current business, okay, [0:50] or current opportunity, it doesn't [0:51] really matter what it is. So this is [0:53] one, this is year two, this is year [0:54] three. Okay? Now, what people want to [0:57] convince themselves is that they're [0:59] like, I want to start this new thing. [1:00] Okay, that's fine. You want to start [1:02] this new thing. So, let's say that year [1:04] one of this new thing is higher. Okay, [1:05] that's fine. This one is a little bit [1:07] higher than this one and year two. But [1:09] the thing is is that this is year one of [1:10] this year, [1:13] but it's year four here. [1:18] You're still behind. And not only that, [1:23] growth when you get bigger is easier [1:25] than growth when you're smaller. [1:30] And you're like, "Okay, well maybe maybe [1:32] this faster rate of growth I'll be able [1:34] to catch up. [1:36] Okay, well now you're year two, but now [1:39] we're at year five over here, right?" [1:41] And so the head start that you give [1:43] yourself by sticking with something like [1:46] sticking with it is how you get the head [1:48] start. It's how you keep the head start [1:50] that you already began. That's something [1:52] that I think so many people miss when [1:54] they're trying to go to this next [1:55] opportunity. Unless there is something [1:57] inherently wrong with the assumption [1:58] that you have and skill is not the [2:00] deficiency that you need to overcome, [2:03] which it often is. Most of the time [2:05] people get stuck on things that I call [2:07] features, not bugs. And this isn't my [2:08] invention, is that there's an element of [2:10] your business that makes it hard. [2:12] There's an element of every business [2:13] that makes it hard. But that's what [2:15] makes it a business and that's why [2:16] you're compensated for it. If you're in [2:18] the cleaning business, the difficulty [2:20] you're going to have is attracting and [2:21] retaining high- quality talent. If [2:22] you're in the fitness business, the [2:24] difficulty is attracting customers and [2:26] customer retention because people are [2:27] inherently really shaky um about staying [2:30] with their fitness goals, but they [2:31] typically stick with their cleaners for [2:32] a really long time, right? And so, every [2:35] business has elements that make it [2:37] shitty. It's just the name of the game. [2:40] And you know what? I'll give you a [2:41] different frame on this. So, if you were [2:44] to think about different business [2:45] models. So, let's think about I I doubt [2:47] many of you guys have heard this. So, [2:48] this is pretty sweet. So, let's say that [2:50] you've got uh e-commerce, [2:54] you've got uh let's say you've got [2:56] service, [2:59] you've got um let's say info, education, [3:03] media, and let's say you've got SAS. All [3:05] right? So, software. Okay. So, let's say [3:08] that these are four different [3:09] opportunities. Each of these [3:11] opportunities has a different shape. [3:14] So info looks like this. [3:18] Starts really fast, very difficult to [3:20] scale. SAS is the opposite. Starts [3:24] really, really slow, scales really, [3:25] really fast. [3:27] Ecom is more like this. You can scale [3:30] fast, but there's difficulty with [3:31] typically cash flow because you have to [3:34] continue to buy more inventory. Uh you [3:35] have supply chain issues. You have to [3:37] switch suppliers, switch 3PL so they can [3:38] handle your volume. All of this stuff [3:40] happens as you continue to grow. So, [3:42] it's more like, hold on, it's more like [3:44] this. [3:46] [snorts] [3:48] That's the shape of ecom, right? And [3:50] then service businesses are more like [3:51] this, [3:53] the slowest, but they are steady. And [3:56] so, when you see these four shapes, [3:59] many of you guys just hit the crappy [4:02] part of whatever the opportunity that [4:03] you're on is, and then say, "There's [4:05] something wrong with my business, [4:06] therefore, I should stop." rather than [4:08] seeing it as what it is, which is this [4:10] is just the nature of how this business [4:12] works. This is a feature, not a bug. [4:15] It's going to be harder for you to [4:16] attract really good talent in [4:18] engineering and build software and [4:21] you're probably going to be not [4:22] profitable because most software sells [4:24] for lower ticket most for a period of [4:26] time and it takes a long time to get a [4:28] product to actually be good. And so [4:29] you're going to basically burn money, [4:31] burn time for a long period and then [4:32] eventually you can scale to the moon. [4:34] But it takes a long time, sometimes [4:35] years to get there. A lot of people [4:36] don't have that level of tolerance. [4:40] Info, on the other hand, is kind of the [4:41] exact opposite of that. You can make a [4:42] lot of money really quickly, a lot being [4:44] relative, right? You're probably not [4:45] going to become a billionaire, but you [4:47] can make a million dollars and then very [4:50] quickly it gets very difficult to scale [4:52] it. [4:54] And I'll say like info specifically, [4:55] more like coaching, things like that. [4:56] And the reason for that is because [4:57] there's almost no no revenue retention. [4:59] People don't stay around. Once you learn [5:00] something, you learned it. That's why [5:02] people graduate school. They learned, [5:04] right? service businesses the issue is [5:06] people because it's a very people [5:08] peopleheavy business you have to [5:09] constantly be hiring onboarding and [5:12] training and it depends on the service [5:13] you're providing if you provide weight [5:14] loss coaching service or weight loss [5:16] services I use that as example obviously [5:18] because I came from that you you have [5:20] you have it's easy for you to get talent [5:22] because lots of people want to talk [5:23] about fitness and weight loss and and [5:24] and and food all day because they're [5:25] like really into it so it's actually [5:26] very easy to get good talent and for [5:28] below average prices because people [5:30] would do it for free on the flip side [5:32] customers never want to do it and so [5:34] they're canceling all the time. If I had [5:35] an accounting firm, it's the opposite. [5:37] Accounting firms have super high annual [5:39] stick. What's the difficulty with [5:40] accounting firms? Getting the people who [5:43] can do accounting. And it's almost [5:44] always this balance, right? If a lot of [5:47] people want to do it, there's going to [5:48] be a lot of competition. There's very [5:49] low barriers to entry. And as a result, [5:51] customers have lots of options and they [5:53] don't want to do it themselves. If uh [5:55] there aren't as many options and you [5:57] have a supply supply constrained [5:59] industry, then you're going to have [6:00] issues getting talent fundamentally. And [6:03] you can look at this at the business [6:04] level, but you can also look at the at [6:06] the at the uh at the industry level. And [6:08] so I talk about demand constraints and [6:10] supply constraints at the business [6:12] level, but you can see if you are way [6:14] off track based on do you match with [6:16] your industry. If your industry, and by [6:18] the way, if you are if you are the [6:20] inverse of your industry, you're usually [6:21] doing something either really wrong or [6:22] really right. Side note, so great way to [6:24] think about it. If you can be supply [6:28] demand constrained in like the cleaning [6:31] business example that I gave, if you can [6:33] give supply constraints, sorry, demand [6:35] constraints as in I could take a h [6:37] 100red times more customers than I [6:38] currently am with my cleaning thing. [6:40] Well, then you've either figured out [6:42] something really amazing with cleaners [6:43] to like attract them in and like you're [6:45] about to go hypers scale or you're just [6:47] starting out and you haven't done [6:48] anything yet. There's either something [6:49] really right or really wrong with what [6:51] you're doing. But most of the time, you [6:52] probably match the same constraint of [6:54] your industry. And the problem with not [6:55] being experienced is you think there's [6:57] something wrong. And so then you end up [6:59] spending multiple years not being allin [7:01] on your opportunity and then being upset [7:03] that it's not growing as fast as you [7:04] want it to grow when in reality you [7:06] never really gave it a shot because [7:07] you're always looking. You're kind of [7:09] like the kind of like the guy who's in [7:10] the marriage that they're like, you [7:12] know, they they were in love a while ago [7:14] and you know they're things are okay but [7:17] they you know he's got a wandering eye, [7:18] right? He's always looking. He's always [7:20] pay you know trying to look for the next [7:21] thing, the next girl, the next whatever. [7:22] And he's like, "Well, my marriage isn't [7:23] It's like, well, no You're [7:25] spending all your time looking at these [7:26] other opportunities rather than doubling [7:28] down on the thing you got. [7:31] And when you double down on the thing [7:32] you got, usually when you take the mar, [7:34] it takes way less time. I would, okay, [7:37] I'm not I'm not I'm not going to make [7:39] broad sweeping statements on marriages. [7:40] All right? But I will say that in my [7:42] experience from my N equals one [7:44] marriage, it takes way less time to go [7:46] from like we're upset about something to [7:48] we're really good than it does to create [7:50] the loyalty, the trust, and the track [7:52] record that you have from that marriage [7:54] with someone else.

===FILE=== RPxzxc_YgFE - How to Pitch Your Paid Offer on a Free Group Call.txt
https://youtu.be/RPxzxc_YgFE
How to Pitch Your Paid Offer on a Free Group Call

[0:00] I grew my free group from zero to 265 [0:02] members in 3 weeks with $1,300 in ad [0:06] spend. I'm looking to start soft [0:08] pitching my paid group to my free group [0:10] on weekly group calls. How would you do [0:11] it? I help men bench press over 225 and [0:15] run ultra marathons in under six months [0:17] without training more than 10 hours per [0:19] week. Love the specificity. [0:21] Yeah, super specific. I actually like it [0:23] a lot too. Really specific outcome. Um I [0:26] really like that a lot. So, the four [0:29] conversion points that I just went over [0:31] are what you need to do from the [0:32] conversion perspective in terms of how [0:34] to structure the the weekly uh Q&A. It [0:37] would be a little bit different than [0:38] what I'm doing right now. All right. So, [0:39] the way that the the weekly one would [0:41] probably work is more like you having [0:42] some sort of presentation. And when I [0:44] say presentation, I don't mean slides. I [0:45] just mean like you'd present a topic uh [0:48] or you you'd pull someone's video up and [0:49] be like, "Let me break down these [0:50] technique changes or let me break down a [0:52] program of something wrong versus right [0:55] or how to manage volume uh as you peak [0:58] or whatever it is." You know, you can [1:00] explain the more fitness stuff. Um [1:02] basically in in-depth training that [1:04] makes people be like, "Fuck, this guy [1:05] really knows what he's talking about. I [1:06] really wish." And then what your CTA is, [1:08] if you want me to personalize this stuff [1:10] for you, you should join this. Like I [1:13] would like to personalize this for you. [1:15] So I and then you just do you do a stack [1:17] which is simply like you just list out [1:18] the features and and the the key is when [1:21] you list out the features this is for [1:23] everybody is you want to talk about the [1:26] resources it took you to develop that [1:28] feature that you saved them by buying it [1:30] directly from you. All right so if you [1:32] guys haven't watched this I'd recommend [1:34] going back to my YouTube channel watch [1:36] the book launch that I did and then just [1:38] watch the bonus stack part. All right [1:40] because every bonus stack I say hey this [1:42] is the thing that it does. This is why [1:44] it's important, but [1:47] let me tell you how long it took me to [1:48] figure this out. So, I spent $3 million [1:50] on legal fees and contracts and all this [1:52] stuff to put all this stuff together and [1:54] four years and you can just have it, [1:56] right? And so, you want to take the time [1:58] and the money. So, you think about [1:59] resources and I and if you have any kind [2:01] of like painful mistake, you take talk [2:03] about all the pain that you had that [2:04] you're helping them avoid as a [2:06] consequence of buying the thing and all [2:08] the good things that they're going to [2:10] get much faster as a consequence. So [2:11] it's less bad stuff, cost of time, [2:13] money, pain, and then good stuff that [2:16] you're going to get as a result of this. [2:17] And you just do that for each of the [2:18] core, you know, components of your [2:20] offer. And so for you, you might have [2:23] personalized, you know, nutrition, [2:24] personalized, you know, training for [2:26] bench, personalized training for this, [2:28] and then uh the ultimate, you know, and [2:32] what I want to do is you want to wrap [2:33] this in some sort of mechanism. Uh, [2:35] ideally, this has been a little bit like [2:36] marketer like 2.0 hat on. Um, but you [2:40] you want to have you want to have some [2:41] sort of wrapper that buckets like your [2:43] method, right? Your your process. Um, [2:46] because it you have all these features [2:48] and you just want it to ladder up to one [2:49] thing that like this is the secret um [2:51] that makes this work.

===FILE=== RVbvhPGFi6E - After Closing 4000+ Sales, I Discovered a New Method to Clos.txt
https://youtu.be/RVbvhPGFi6E
After Closing 4000+ Sales, I Discovered a New Method to Close Deals Faster

Chapter 1: Intro [0:00] I have over 100 sales people across our portfolio that does over $250 million a year in this video I'm going to teach you one sales skill that separates the best from the rest and it's so powerful [0:08] I've never taught it before and so I'm going to cover the 3A framework of reframing which is the skill I'm going to teach you and the five rules for using it ethically so what's reframing Chapter 2: What is Reframing [0:17] reframing is the one to three sentences that you say after a prospect says anything but yes that increases the likelihood that whatever your next thing [0:25] you say gets them to buy so here's how a reframe might sound someone might say say hey uh how many certifications do [0:32] your trainers have now this is a trap question because it's basically a blind question where whatever you say in [0:39] response Prospect gets to be the judge of whether or not they accept that and then they choose to buy or not and you don't know what the right answer is and [0:46] so rather than answer the question you ask a question about the question and so you'd say something like well which [0:54] certifications are you looking for specifically the next version of this might be someone says uh how many questions I'm going be able to ask via [1:01] email in support now whatever number you give they might say oh that's that's not enough or that's too many or whatever it is and then they say no for that reason [1:08] I don't want to buy so instead you might say well why do you want to ask additional questions how many questions do you want to ask is there a purpose [1:16] that you're trying to solve with this like what are you most afraid of see that was two or three questions in a row that can reframe without answering the question they gave me and one of the [1:24] biggest lessons that I teach in sales is the person asking the questions is the one who's in control and if you've ever seen the Hollywood movies where they're [1:32] like I'm the one asking the questions here it's because the person who ask the questions is the one who's in control of the conversation as soon as they start asking the questions you're on defense [1:40] which is not where you want to be and the reframing process I'm about to show you has sold things as low as 100 bucks all the way up to Million Dollar Plus service packages and it's sold them in [1:48] person on the phone via Zoom from stage wherever which way you can imagine this works so in a second I'm going to give you the 3 a framework and five rules for [1:56] using it because this is unbelievably powerful and in use the right way it helps lots of people make good decisions use the wrong way you become a very bad [2:04] person give a bad reputation for sales so the reason I started thinking about this was I was writing and reviewing our [2:11] closing manual for our closers and I had this little piece right before all the closes says hey by the way make sure that you reframe the question before you [2:20] enter into the close but the thing is is I realized as I was walking through the sales Flor the other day I heard someone just immediately fir back an obstacle [2:27] overcome and it seemed very combative and I was like ah they're not they're not getting the the reframe part and I realized that that little reframe little [2:35] bubble was one of if not the most important part of handling sales and so if you think about what the most [2:42] productive sales people do the people who close the highest percentage of sales what do they do they ask for the sale more times than anyone else now [2:50] here's the problem with that is that if you ask more times than anyone else the wrong way you'll get prospects to hate you and if prospects hate you they won't buy from you and so the idea is we want [2:59] to be able to ask ask for the sale as many times as soon asly possible which means the way that we ask for the sale or how we frame our ask should not [3:08] decrease rapport with the customer and so the idea is we want to continue to maintain Rapport the entire time so that we can then ask as many times as we darn [3:17] well please so here's the 3A framework that I teach the first a is acknowledge all right this is where you build Chapter 3: Acknowledge [3:25] rapport with the prospect version one all right and the way that we do that is by saying what they said back to us now [3:33] there's a couple benefits from this one is when you say it back to them they think that you're actively listing which of course you should but the other part of it is that it buys you time to think [3:41] about what you're going to say next and so it gives you a little bit of space to process before you give your overcome or your handling of whatever their [3:48] objection is the second piece and this is part of why this seems more natural with the most professional guys is that [3:56] you this is the this is the really sexy part you associate all right now there's three associations that I'm going to show you how to do but Chapter 4: Association [4:03] what you do is you associate the question they asked with the type of behavior that someone who gets the best results from your product or service [4:12] would ask and so basically when they feel like they're taking a step away from buying you say that's an amazing question that's actually a question that a lot of the best customers we have ask [4:21] and so actually you just say nope that means that you're more likely to buy the third thing is that after you have made the association you've made you've [4:28] acknowledged what they said you've made the association then you ask your next question after you've properly reframed what you're going to say next so let's Chapter 5: Attack [4:36] dive into this so like a lawyer in an interrogation they never ask questions they don't already know the answers to and you as a salesperson want to only [4:44] ask questions that you know the answers to and if you are ever going to answer questions you want to know that you have the right answer before you respond and [4:52] so when we do the acknowledgement let's walk through the example I had earlier so they say well what kind of certifications do your trainers have and [5:00] 5 minutes I say so you're curious about what our certifications are it's a great question it's actually shows that you're really rational person and you're making a [5:09] serious decision here which is amazing so what I did was boom We restated it boom we made our association and then I [5:16] would ask an i you can call it an attack it sounds a little bit more aggressive than it is but you basically attack the [5:24] frame of the question you say hey which certification you looking for specifically and the thing is is most people have never asked a question about their question they usually ask questions because they feel like they're [5:32] supposed to to make an informed decision but most of the time they don't even know what they're asking and so they're like I don't know it's like well let me tell you what we do have now if the [5:41] person's like uh do they have nasman Ace certifications now if I don't have that for my trainer specifically I would then [5:48] say why those certifications specifically right and then they would say well I I I heard that they're good it's like well those are amazing certifications I agree with them I'm not [5:57] disagreeing and then I would say well we have a couple other ones and I'll tell you why we chose these rather than those and now I can answer it without failing [6:05] right now if I just said uh our guys don't have that or they have this I might have lost the sale right there and so the thing is is that this applies to [6:13] basically any question that someone asks it could even be like um you know I need to think about it it' be like awesome what's your main concern right like [6:20] immediately I'm not I'm not letting them out on that or like hey what are the main variables using to decis make the decision or what would make this a no [6:28] right these are all questions what are you most afraid of having happen right if I'm deeper in the sale obviously that wouldn't be my first one I would say what's your main concern then we'd sort the question from there but many times [6:37] people ask you questions in the sale that you don't need to answer you just ask more questions about their question [6:45] and as long as you're the one asking questions you're the one who's in control which leads me to rule number one of the triaa so here's a little [6:53] psychology for you as counterintuitive as this seems a prospect believes almost nothing about what you said say in almost everything that they say and so [7:02] the goal is not to tell them they're a good fit the goal is to ask them questions so that they then say I think I'm a good fit for this or yeah that [7:08] makes sense that's how you can get them you breadcrumb them to The Logical solution which is that they should buy your thing and by the way if you like [7:17] some of this more advanced sales stuff we go through this stuff in depth at our acquisition. comom scaling Workshop so my sales director he personally meets [7:25] with all the companies uh that show up and helps them issue whether it's nurture issues whether it's compensation issues is stuff that we understand really well and [7:33] so if you are a business owner you are looking to scale check them out acquisition. comom hit the scale button and my team will be in touch so a lot of beginner salespeople think that they [7:42] should want and this is the worst question ever asked in sales is do you have any questions it's literally asking them to have objections and asking them to take the wheel of the conversation [7:50] you're literally saying here take control over this because I don't know what I'm doing so please don't do that train that out of your team the second thing is that as soon as you start [7:57] answering questions again they're the judge jury and executioner of whether or not your answers are good and if your salespeople are not as knowledgeable as [8:06] you or your technicians which is often true in any kind of service business the people delivering are not necessarily the same or as knowledgeable as the people who are selling it is that they [8:14] basically set themselves up for failure and I'll give you a quick overcome for this if someone gets a little bit like hey why aren't you answering my questions you say listen it would be like you asking the secretary about how [8:23] your heart surgery is going to be with the surgeon you're going to want to talk to the surgeon and I'll give you a different one I call this the mechanic version which is hey you're asking me what's wrong with your car and it would [8:31] be unethical for me to answer it without looking under the hood first and so we can give you much better answers on the inside once we started working with your business or with your whatever right [8:39] with your body it doesn't really matter right but you can use that analogy to kind of get around it and then I say this and this seals it and if anyone this is how I say it and if anyone does [8:48] give you an answer on the first call without already having looked under the hood after already giving you a physical or doing the an assessment run the other way because it means they're just trying [8:55] to tell you whatever they can to get you to buy and now I have the ethical High ground and they can't ask any more questions about that rule number two no [9:04] one can disagree with a question I tell my team be like smoke and so you can't catch smoke because all you're doing is Chapter 6: Be Like Smoke [9:12] you're basically always sides shifting in terms of whatever they say you're like o let me ask you a question about that oh can you be more specific hey what are the variables you're thinking [9:19] about and that way you're always engaging with them and they're the ones doing the talking and then you get to decide whether their answers are good or [9:27] not and whether or not they're a good fit for the program now we're not going to tell them that that they're a good fit for the program we're going have them make that decision but in terms of [9:35] judge jury executioner you want that to be you here's why rule number two is so important you can never disagree with a prospect now you may you may you know [9:43] actually disagree with them but you don't want to voice disagreement with the prospect because you never win a sale by winning an argument anyone who's engaged in an argument both people lose [9:51] and more importantly for you as a salesperson you lose the sale and so the objective is actually to never disagree with a prospect and the point is to get [9:58] them to change their minds and we can only do that in an agreeable way people don't change their minds when in a bad mood or they feel insulted right and so [10:05] we do that by asking them questions now there are ways to ask questions that seem insulting and that's what triaa helps solve and we're going to dive more on that as we go through this but it [10:14] also means that we can ask questions about their questions which is something that a lot of beginner salespeople don't know they then assume they know what [10:21] this person is asking about and so they have this really vague question and then they try and come up with the quote right answer and they fail every time and by the way this is just the Ultra [10:29] Mega hack is that if you don't know how to answer the question you can always ask more questions about their question so let me show you how this sounds in Chapter 7: Ask Questions [10:37] reality so someone says I need to think about it we say totally understand what are the main things you're considering what are the variables that you're [10:45] considering in your decision what's your main concern what are you most afraid of having happen What would make this a no [10:52] and one of my favorite questions by the way is well then what would it take for you to say yes now let's say someone says [11:00] 11 minutes I don't have time timing is off right now for me you say great totally understand acknowledge timing is kind of tough for you right now I think it's [11:08] smart that you're already thinking about implementation our biggest success stories are actually people who think they're the process the same way you are right now so what would make it a good [11:17] time and so as you work through this this these two give you the space make the positive Association they take a [11:24] step back you say I feel you I totally understand now they're back to neutral and then you iate with the thing that's closer to the sale and then you move the [11:32] move the conversation forward with the ask so let's do another one someone says I need to talk to my spouse you say totally understand I think it's really sensible that you'd want to talk to your [11:39] spouse and super fair just so I understand out of curiosity what parts do you think now I'm here what parts do you think they wouldn't like what parts [11:47] do you think they would disagree with and so we've now moved from I have to talk to my partner to now we're back in the sale talking about the specific [11:54] things and once we get the prospect to name those things then we can attack those right we're still in the sale so let's say someone says I hate this particular feature you say totally get [12:04] it I hate them all too just kidding let me just ask you a real question why not and then we can get we're back into it right like all of these things is people [12:12] will make statements as though they are deal Enders and beginners will take a statement like that and think oh I guess they're not going to buy and that's [12:21] couldn't be further from the truth you just continue to ask questions about why they don't like something and by continuing to ask questions about their questions you can stay in it and keep [12:30] asking because that's the point the best closers make the most asks which leads me to rule number three which is tell them what their question means so this Chapter 8: Tell them what their question means Chapter 9: Zoom in on Associate [12:37] is a zoom in on associate if you're a salesperson with at least two years of experience and you're enjoying this stuff this is like just the surface of [12:46] the type of stuff that we train our teams on and if you'd like to work at acquisition. comom or one of our portfolio companies we are always looking for exceptional sales people we [12:54] have a lot of roles open right now in sales and so you can go to acquisition. [12:59] /are and hit the business consultant button that'll that'll take you to the uh application for that if you're good just apply we're willing to be flexible [13:08] on payments based on experience and whatnot but just put in the application so the first time I had this used on me I was actually getting pitched [13:16] investment or private wealth management from somebody and I wanted to just get out of the conversation as fast as I could because I was like I already have [13:23] a wealth advisor like I'm good and the guy just said oh that's amazing 90% of the clients we have that shift over are already have a wealth advisor so it means you already know how a lot of [13:31] these things work which means you'll be up the learning curve and I was like what just happened I was like I thought I was getting out of this and now I'm more like the customers that that [13:39] ultimately buy and I ended up not buying from that particular guy but I did think wow that was such a powerful reframe how [13:48] can I use that in all of my selling and so the prospect has not had this conversation as many times as you [13:57] you should never be caught off guard with the questions or the statements that they're going to make remember you've had a thousand of these conversations the fact that somebody [14:04] could surprise you is ridiculous you have to practice this is why we train and so a prospect is trying to just throw up bombs or smoke screens to get [14:12] out of the sale and again to be clear what I believe is bad selling is one of two key things is one is you sell an [14:19] unqualified Prospect which basically means that you're lying to them that they're going to get a good result or that they somehow are qualified when they're really not which really [14:27] underpins the main thing of sales in my opinion which we have across really all of our communication stuff in the company which is State the facts and tell the truth if you state the facts [14:35] and tell the truth and this person is qualified then you have the ethical obligation to ask as many times as you possible and get them to pull their head out of their ass so that they can see the world clearly instead of it being [14:44] dark and full of which is is up their ass and help them make a decision to help themselves that's the point now [14:50] if you get weird about resistance then you don't understand the job of sales the the best sales people are [14:59] comfortable when other people feel like there's conflict all right and so they're able to always deescalate which is why be like smoke is so key it's a [15:07] dance not a fight it's seduction not rape all right the idea is that we want to always have consent from the person we always want them to want to be there [15:15] and people like you when you ask questions about them people like you when you compliment them and you say hey that's a really smart question hey that [15:23] makes you just like the people who have the best success stories and I'll show you a little bit more about some more associations in the next rule which leaves to rule number four use Straw Men Chapter 10: Use Straw Men [15:31] for tough truths so we've all been in a sale where someone just says something ridiculous where you can clearly see that they beliefs around the world are so flawed that you have to have kind of [15:40] a papa talk right now there's different ways of entering this some people say hey can I put my coach hat on instead of my friend hat so the thing is is that in [15:47] all of these reframes you're basically getting permission from the person to give them a harsh truth now if you're a younger guy and let's say you sell B2B [15:57] much tougher to do so if you're 22-year- old sales guy and you're talking to a 45-year-old you know $10 million year plumber he probably doesn't give a about you trying to put your coach hat [16:05] on he just thinks you're a child and he doesn't care at all to the same degree if you say hey well can I share something that really worked well for me again the same degree that puts you [16:13] above him and he's not going to like that and so I use three different strategies of Straw Men and strawman in argumentation is basically like [16:21] basically putting I use the word foil normally but people don't know what that means but basically it's like you basically put up this caricature of someone who's just like them that you [16:29] can then have the tough conversation with without insulting the prospect so I'll give you three different ways that we do this so the first way is when you [16:37] make the association so this is us going deep on associate here okay so this is where someone says whatever it is totally understand that you're coming [16:45] from that direction I would ask those questions too now we make the association so one of three so number one you can say it's so funny you ask [16:53] that because I had someone just earlier today who asked the same questions can I share with you what I just shared with them now the thing is is that because I'm now [17:01] talking about a conversation I had with someone else I can now be brutal as to this other person but I'm not saying it to the Prospect and so it's not [17:09] insulting the second way that you can do this is that you do it in reference and I said it earlier to a successful past $100M Offers: How To Make Offers So Good People Feel Stupid Saying No (Hardcover) acquisition.com [17:17] customer that's so cra like totally understand you know what that actually makes you just like Sarah who had a similar Plumbing business and actually [17:25] crushed it with our marketing agency and so now we've made the association and she asked this question too boom and [17:32] then we and then we handle the objection all right and so these Straw Men are particularly important when you are going to answer a question so everything [17:40] up to this point has been basically sidest stepping being like smoke but sometimes you will have to make the answer and so if we do need to give them an explanation or kind of break their [17:49] belief when they're say I don't have time you're like oh it's not really a timing thing it's a priorities question but if you say that to somebody and you don't have as much Rapport you're going to lose the sale right like that is the [17:58] logical thing it everybody has the same amount of time every day it's really just a question of priorities but if you say it at the wrong time they're going to be like screw you right and so by [18:06] doing the straw man or putting the foil up or the car that you can then attack or talk to in front of this Prospect it creates a third party that's [18:14] neutral the third way of using the associate is that you can appeal to Authority so if you're in a business [18:20] where the CEO is edified or the CEO is seen as a as a as a as a uh as a respectable person or an expert in the [18:28] field either can be fame or it can be influence or can be expertise it doesn't really matter which one but as long as they have some level of expertise instead [18:37] of appealing to your own authority you appeal to theirs which is it's so funny that you ask that Alex just told me this thing earlier today can I share it with [18:45] you right and so then the person appeals to someone else's Authority and then shares it they're the messenger they're not saying I'm not saying this he said [18:53] it and I'm just sharing it with you these sound like tiny Sid steps but this type of triple reframing is what separates beginners from pros and it and [19:02] when you do it this way people actually like to be sold by you because they feel like they're being hurt you make associations that are saying hey that's smart hey that's reasonable totally [19:10] understand why you'd say that like these are all things like that's a rational decision hey I think that's a fair point those are all things that someone wants to hear they're like hey he's listening [19:18] he thinks I'm intelligent or I'm rational or he's not discarding my decision everybody wants to be validated right so it's the same thing as the Chapter 11: Be Validated [19:26] angry boat but just in a sales conversation so in the angry boat for customer success or customer service if someone's upset you don't disagree with [19:34] them and say hey it wasn't that big of a deal sorry we were 5 minutes late it never works because you're disagreeing with them you're invalidating the reason that they're angry so you have to get [19:42] more angry you have to go above and that's where you say hey that's a totally reasonable concern rather than saying that's a stupid question right like you might feel that way but you [19:50] don't say that and the reason I realize this especially with the association one is I heard my sales guys and they were [19:59] they were having a tougher time using some of the closes and I was like they're like yeah you know some of them aren they sound a little you know tough they're a little harsh and I was like no [20:07] no no it's and when I realized that I was like oh it's because they're not prefacing it with this if you preface with this you can say almost anything and this allows you to cut to the heart [20:16] of the matter way faster instead of dancing around it because you don't want to hurt someone's feelings which leads me to rule number five which is retain Chapter 12: Keep childlike curiosity [20:23] childlike curiosity at all times so one of my favorite ways of training this concept is actually training a physical [20:30] thing that you do with your body even if you're on a sales call and they can't see you because your tone will change based on how you're standing if you're smiling or not your voice will come out [20:39] different which by the way I encourage you to have a mirror if you're on the phone next to you in your sales booth and if you do Zoom obviously you can see your own little image there but I like [20:47] to have people say huh and you say it just like that and huh also buys you two or three seconds before you say your next thing say huh that's so interesting [20:56] you'd ask that question can I can I ask you a little bit more about that like if someone says something really nasty to you right but if you if you [21:03] retain that way the goal is to seek to understand not whenn and the way that I try to keep this and if you're a sales guide put a little sticky note above [21:11] your camera or wherever you look while you're selling which is keep the human number one all right and so this is a really powerful frame that I actually learned from Leila for having hard [21:19] conversations on the team but it actually applies to sales which is if you genuinely believe that the product you have is going to help this person [21:27] and this is a qualified prospect that you're talking to then you want to understand their concerns so that you [21:35] can help them get over them because you know this is the right decision for them and so this is a frame that I like to think about so let's say you could travel back in time but you're in a [21:43] different body and you see your old self and you know what the future's going to be and you might say okay I have to [21:52] convince this person to buy Nvidia 10 years ago and so or I have to buy Apple stock or I have to buy Bitcoin whatever it is I don't really care the thing is is you know that this thing is going to [22:00] 22 minutes go through the roof but the person you're talking to doesn't know you from adom think about how you talk to that person now remember they don't know who [22:08] you are even though you know you you would have absolute empathy for your old self and be like listen I totally understand this seems totally crazy but $100M Leads: How To Get Strangers To Want To Buy Your Stuff (Hardcover) acquisition.com [22:17] let me walk you through what I think is going to happen right let me let's like what are what are your main concerns what are you most afraid of right what would it take for you to say yes what [22:24] would it take for us to take the next step together it allows you to make sure that you're focusing on the prospect rather than the product and so you don't [22:33] close sales by being right you close sales by making the prospect right and so the big understanding here is that [22:40] you want to understand them not beat them because as soon as it feels combative you've already lost the sale if they feel like you won an argument [22:48] logically you've lost the sale the point is to make money not to be right and so we want them to feel good about The Logical decision that we're helping them [22:56] make and if anything you want to be you want to be a face hero in this in their in their Journey you're like hey I'm just I'm just the guide here I'm just I'm going to just share the information [23:04] that I think will help you make a good decision right Ah that's a great question can I provide a little bit of context on that just from someone that had this experience earlier today right [23:11] like all of these things are things that will allow you to give those hard truths to close the deal the reason the association is so important is that it [23:19] gives the prospect a label to then live up to and so this is a 2011 version of selling but if you say Hey you seem like [23:27] a really honest person or hey that's a really smart decision or hey that's a really smart question if I then give them that label when I get closer to the [23:34] close I might bring that back up and then associate smart people by this thing right hey that's you must be a good family man right because you had some spouse objection fine seems like [23:43] your family man family is really important to you I think that's awesome it's super admirable now when I get to the end of the sale I can bring up the fact that this is a family man and [23:51] because he's a family man he should buy and so it allows me to pair whatever their obstacles were with things that I'm going to bring up in the clothes Pro [23:59] tip my Universal response for almost anything so I walked through the sales floor and one of the guys was on the phone and I was like you should come and [24:08] I just walked through the room and then the guy was like ah and so my sales guy was like so you coming and the iy was like yeah and it a super weak right he [24:15] was obviously not sold yet so I actually was like give me the phone and so I hopped on the phone and I said dude what are you afraid of and so when you ask [24:24] what are you most afraid of it gets you to the heart of the issue as fast as POS now if it's the first objection I would want to ask what's your main concern what's your main issue what are the [24:32] variables using to make the decision that's like kind of understanding so you can triage but when I'm further along in the sale I'll usually ask hey what are you afraid of man like what are you [24:40] afraid of having happen and if someone's like I just I just need more time then you say totally understand what would make it a no and so by doing that it [24:49] still keeps you in the sale because at the end of the day like you want to make a good decision I'm the source of your information so the best possible decision we can make is is here but [24:57] again you can only say something like that if you have Rapport in the sale and you've continue to demonstrate that throughout if I said something like that and I didn't have Rapport they'd be like [25:04] no you so it's not going to work if you liked this very mini training you're going to love the 4our plus compilation [25:12] of my best sales trainings all put together at once click it enjoy

===FILE=== Rj5ffM1FUrQ - How to Scale a Local Service Business.txt
https://youtu.be/Rj5ffM1FUrQ
How to Scale a Local Service Business

[0:00] Are local service businesses best for [0:02] beginners, especially who can charge a [0:03] minimum of $1,000. I mean, I like local [0:06] services a lot. Um, I mean, obviously I [0:09] came from that space. I'm a little bit [0:10] biased, but the re I'll tell you why I [0:12] like local services. I like local [0:14] services because you have no inventory [0:18] and the acquisition process is the [0:20] easiest. Now, the limit is that it's [0:23] more difficult to scale and more [0:24] expensive to scale. Not impossible by [0:26] any stretch, but just more difficult to [0:28] scale. And so I love it as a as a great [0:30] way to start a business because either [0:32] B2B or B TOC as in business to business [0:34] or business to consumer works for both. [0:36] But like if you're like, "Hey, I want to [0:38] start a car wash business." It's like [0:39] not that hard to be 16 years old and [0:40] knock doors, right? It's if you want to [0:42] start lawn, you know, mowing lawns, it's [0:43] not that hard to knock doors and mow [0:44] lawns. Like it's just not that [0:46] difficult. Um, [0:48] so that's kind of like that's kind of [0:50] the that's it's just it's not difficult [0:51] to do. If you want to and sell B2B, it's [0:53] the same thing. And you can just phone [0:55] call, email, show up. It's just the [0:57] acquisition process is hard. And so [0:59] because there's the real thing is that [1:00] there's an inherent trust to local. And [1:02] so what somebody who markets nationally [1:04] has to make up for is the fact that no [1:06] one trusts you. And so you have to you [1:08] have to you have to make up for it with [1:09] marketing skill, more content, proof uh [1:12] so you know social like proof is in like [1:14] your own proof like this the stuff that [1:15] I've done, but also proof in terms of [1:16] customers customer success. So there's a [1:19] lot more that has to get done because [1:20] you're competing against you're [1:21] competing the oceans. So your game has [1:22] to level up. But you can absolutely [1:24] start as a local business with almost no [1:26] dollars out of pocket. Start doing [1:27] stuff, make the money, and then use [1:29] that, leverage that into into bigger [1:32] bigger opportunities. [snorts] Okay, [1:34] real quick, I'm going to show you the [1:35] exact 10stage road map from zero to 100 [1:38] million plus that less than 1% of [1:40] companies finish I've now done multiple [1:42] times. And so I can say with a lot of [1:44] confidence that these are the stages as [1:45] headcount increases that you need to get [1:48] through. And I broke each of these down [1:50] by eight different functions of the [1:51] business. What the constraint feels [1:53] like, like, what are the symptoms of it [1:54] when you're going through it, and then [1:56] what steps we actually took to graduate. [1:57] And we've done this across software, [1:59] physical products, uh, service [2:01] businesses, brick-andmortar, all of [2:03] this, and it works. And it's my gift to [2:05] you. It's absolutely free. And so the [2:06] link's in the description, but you just [2:08] go acquisition.comroadmap. [2:10] Just enter your info and it'll spit it [2:11] right back to you. Offering.

===FILE=== RrInMZ1uYaM - How to Scale a Service Business Past One Location.txt
https://youtu.be/RrInMZ1uYaM
How to Scale a Service Business Past One Location

[0:00] How would you scale a car garage, car [0:01] mechanic business? [0:03] Well, we're going to want uh you know, [0:06] maximize utilization of the space first. [0:08] So, like, can I have the guys working 12 [0:10] hours a day, all the bays completely, [0:13] you know, used up? Can I make them more [0:15] efficient at um turning cars faster? Is [0:20] there can I triage the types of work [0:22] that is getting done so that I can um [0:25] move the cars out more quickly in terms [0:28] of like am I going to take jobs that I [0:30] think are basically we have to look at [0:31] dollars per hour. Now you can have an [0:32] hourly billing rate which is one way to [0:34] do it. Um not the biggest fan of that [0:36] model but it is a way it is a simpler [0:37] way of running the business and not [0:38] necessarily a better way but it is [0:39] simpler um because then you could just [0:41] say like this took this many hours and [0:42] that way your costs are kind of [0:43] controlled. Um, but the more profitable [0:45] way is to sell to solve the problem and [0:48] then try as hard as you can to solve the [0:49] problem as fast as you can so you can do [0:51] more jobs per unit time, meaning you [0:53] make more money per dude per minute [0:55] functionally. Um, that is how I would [0:58] think about it. Now, once you go from [0:59] like, okay, I've maximized this [1:00] location, you have to follow the same um [1:02] mo of nail it then scale it. And so, we [1:06] got to nail it first. Uh, which is like, [1:07] do these four walls work without you? Is [1:10] it growing month over month? are we [1:12] getting good retention of customers [1:13] year-over-year that they come they come [1:15] back they refer uh friends etc. If all [1:17] those things are true, then I say, [1:19] "Okay, great. Let's let's open another [1:21] one or buy one that's failing, which is, [1:23] I think, in your space probably a better [1:26] move because there's gonna be tons of [1:27] really old mechanics who've had the [1:29] business for 35 years. There's tons of [1:31] capital expense. You got all the lifts, [1:32] you got, you know, the zoning, there's [1:34] all these, you know, components to that [1:35] business. You can probably seller [1:36] finance those things." What is kind of [1:38] interesting for the retiring folks and [1:39] interesting deal structure that I've [1:40] seen working a lot is um kind of like [1:43] call it like 15 or 20 year uh earnouts [1:46] or like seller finance deals finance [1:48] deals meaning they just basically use [1:50] the business as an annuity and so that [1:53] way it's like they just use like if [1:55] they're 70 they're like okay I'll just [1:56] take 20 years of payments and they're [1:58] like great this will probably take me [1:59] until I die. So, that's like one way of [2:02] structuring it if you want to have as [2:03] much cash out of pocket and maybe [2:04] there's some elements of the business [2:05] that aren't as like sexy. Okay. Uh, real [2:09] quick, I'm going to show you the exact [2:10] 10stage road map from zero to 100 [2:13] million plus that less than 1% of [2:15] companies finish I've now done multiple [2:17] times. And so, I can say with a lot of [2:18] confidence that these are the stages as [2:20] headcount increases that you need to get [2:22] through. And I broke each of these down [2:24] by eight different functions of the [2:26] business. what the constraint feels [2:28] like, like what are the symptoms of it [2:29] when you're going through it, and then [2:30] what steps we actually took to graduate. [2:32] And we've done this across software, [2:34] physical products, uh, service [2:36] businesses, brickandmortar, all of this, [2:38] and it works. And it's my gift to you. [2:40] It's absolutely free. And so the link's [2:42] in the description, but you just go [2:43] acquisition.comroadmap, [2:45] just enter your info and it'll spit it [2:46] right back to you. Offer.

===FILE=== S45XRAUHhkE - You’re Killing Conversions With This One Mistake.txt
https://youtu.be/S45XRAUHhkE
You’re Killing Conversions With This One Mistake

[0:00] Waveman J. Here we go. [0:04] Waveman. Well, now I know what you do. [0:06] So, that's actually fairly [0:07] straightforward. Um, okay. Latest. Oh, [0:11] you're getting some good views, man. [0:12] Congrats. Good. Actually, I think your [0:15] views are are bigger than your [0:17] subscriber count, like your relative [0:19] amount of views. So, kudos there. Um, [0:22] let's see here. 25. Are they all Okay, [0:25] so this is you showing. Is this Are they [0:27] all you talking over? Let's see here. [0:29] Okay, this is direct to camera. Okay, [0:33] get waves. Okay. Okay, so what are we [0:36] selling? Okay, so we got school. Let's [0:37] look at Let's look at this real quick. [0:39] Now, let me just check this just so I [0:41] can see it. Okay, so you got CTA above [0:44] the fold. That's good. Um, [0:48] products, Tik Tok. [0:51] All right, let's look at this. I'm not [0:53] going to get too far into that because [0:54] we did the page breakdowns last time, [0:55] but I just want to look. Okay. [1:00] Okay. So, the this is a B2B offer, [1:04] correct? Learn how to become an elite [1:05] waiver. I'm assuming that that means [1:08] that you're teaching other people how to [1:09] do waves for other people, not how to [1:11] get waves themselves. [1:14] Okay. You'll learn the secrets of get [1:15] elite waves for less hair mastery wave [1:17] mastery. Learn every single wave method [1:19] instantly gain access to wave courses. [1:22] Um, [1:27] I would see if I could if I could [1:28] consolidate this a little bit. See if [1:30] you can see if you can cut this in half. [1:32] I know we're not doing page breakdowns, [1:34] but I'd see if I could cut this in half. [1:36] Um, I would also see if you could tell [1:38] like like at the end do like two [1:40] examples of people who did well and just [1:43] like John started doing this and he, you [1:46] know, tripled his hourly rate um, and [1:48] got more referrals from this because [1:49] it's in and hot. Um, and I would watch [1:51] the page breakdown thing that we did [1:53] because we went really in depth on this. [1:54] All right, so I'm gonna go back to the [1:55] channel. All right, so I like that this [1:56] is the one. Um, so, okay, so the CTA [2:01] here seems to direct to consumer. The [2:04] school seems like it's teaching people [2:05] how to do it for other people. And so I [2:08] would see I see a disconnect between [2:10] this CTA and what you're selling. So [2:12] that would probably be the first thing [2:13] that I would fix. And so it's it would [2:16] be like learn how to give waves to other [2:19] people. This is terrible language, but [2:22] fundamentally you want to explain that [2:23] this is a B2B offer. Um, and ideally [2:26] again the benefit of the benefit. So [2:27] it's not just about waves, right? It's [2:30] about what being able to do waves gets [2:32] me, right? So for a uh a hair person or [2:36] barber, I would imagine that that allows [2:37] them to build at higher rates, get more [2:39] referrals, um take really sexy [2:42] Instagram, you know, pictures that [2:43] allows them to grow their following. And [2:45] so those would be to me those would be [2:47] benefits of learning waves. And so I [2:50] would want to make sure that that is [2:51] linked in my CTA and also make sure that [2:53] that reflects. So congruency, by the [2:55] way, probably one of the number one [2:56] things for conversion that I would say [2:58] most people just miss like you have to [3:00] have congruency. like they clicked for [3:02] something, you want to give them what [3:03] they clicked for. Okay, so that was that [3:05] one. So, that's what I would I would tip [3:07] here. Um, with the daily tips and free [3:10] resources, I I would I would hesitate on [3:13] this one. Um, I don't like multiple CTAs [3:17] personally. I like to drive everyone to [3:18] like maybe one or two things, but not [3:20] too much more than that. That's just my [3:21] personal preference. Um, [3:24] I think you've got the I think you've [3:27] got like the whole, you know, thumb [3:28] down. So, this this is I don't know if [3:30] you're noticing this, but this looks [3:32] really small on mobile. So, I would [3:34] barely like I could barely see the the [3:36] waves in the hair in this image on [3:39] desktop. On mobile, it'd be impossible. [3:41] And so, if everyone for everybody here, [3:44] you want to look at your thumbnails on [3:46] your phone before you post them because, [3:48] you know, a huge amount of traffic is on [3:50] on mobile. And if you make mobile your [3:52] standard, then when it's on desktop, [3:54] it'll just be crystal clear. Um, in [3:56] terms of our in terms of like number of [3:59] things to look at in the thumbnails, I [4:01] think you're actually doing a pretty [4:02] good job here. I don't like to have more [4:04] than three max in terms of visual items [4:06] in the thumbnail. So, two or three. Um, [4:09] the do and don't here, like this is [4:12] cool. I probably want to show more [4:13] difference between do and don't. And so, [4:15] I think if you kept the check mark but [4:17] changed the background color, you'd see [4:18] the contrast in the hair. Um, especially [4:21] because all the a lot of the hair [4:22] examples are are black and so they kind [4:24] of merge with the black the the the the [4:27] background right here. So you have black [4:29] backgrounds and so it kind it's a little [4:31] harder to see the contrast. So this [4:32] one's a little easier to see. This is [4:35] great contrast, right? You can see that [4:36] one nothing something and this one did [4:38] well, right? Um I see how you reuse the [4:41] the same thumb and so uh big picture [4:44] you've got that there. I would probably [4:46] eliminate the other links. I would have [4:47] one link here. Zoom in more on the on [4:51] the thumbs. Um, and then if you're not [4:55] doing this, you should look at top [4:57] performers from other people who are in [4:59] the in your space and see if you can use [5:01] the formula for your own headline, [5:03] right? And so, um, [5:07] yeah, like just look at videos that [5:09] massively outperformed other people. So, [5:11] the way you do that is you click to [5:12] their profile, click uh most popular. [5:14] the top 10 are going to be the, you [5:15] know, big out performers for uh their [5:17] audience. Look at the headline. See if [5:19] you can do a version of it. And so [5:21] sometimes this starts a lot of people [5:23] like make a video and then they figure [5:24] out what to headline it and then do the [5:26] thumbnail. You want to do it reverse. [5:28] You want to think what's the video going [5:29] to be about? How am I going to package [5:30] it? And then you make to that already [5:32] kind of pre-ested concept. [5:37] We got another YouTuby. [5:39] Okay. So, Nicholas, if his thing is [5:41] direct to consumer, then it seemed like [5:42] the school page was B2B. And so, I would [5:46] I would basically change change [5:47] whichever one is wrong. Um, and make [5:50] sure that it's really

===FILE=== SHUE3z2Z5IY - Helping a Marketing Agency Scale.txt
https://youtu.be/SHUE3z2Z5IY
Helping a Marketing Agency Scale

[0:00] I run a performance-based marketing [0:01] agency called FMA for kitchen and [0:03] bathroom remodels and outdoor living [0:05] companies. Currently at 8K per month, [0:07] profit is 7K. We work on a paper show [0:10] model and position them for high-end [0:13] projects. So, not like discounts, etc. [0:15] Uh, without retainers or ad spend on [0:18] their end, so we take the risk there. [0:20] Uh, right now it cost me around. Yeah, [0:23] right now it cost me around $250 to [0:26] acquire a customer on the last that's [0:28] where I ran the ad. [0:30] Uh, I have a $1,000 setup fee and I [0:32] charge $500 to $600 per qualified [0:35] appointment show. [0:37] To get them one appointment show, [0:39] yeah, to get them one appointment show, [0:41] it cost at the worst times. Um, like I'm [0:44] aiming for 210. [0:46] uh and if I don't get them at least 10 [0:48] appointments in the first month, I [0:50] refund them the setup fee. Now, [0:52] currently to let you know, I do have two [0:55] clients on this, but I have three other [0:57] clients still in tree service which I [0:59] kept for cash flow because that's what I [1:01] ran before. Um my question is from just [1:04] what I told you guys now and from your [1:07] experience, what do you see which I [1:09] currently don't see? Um, so what would [1:11] you do in my position to absolutely like [1:14] scale this or maybe do differently? Um, [1:17] are you keeping the customers? [1:18] Oh, no. [1:20] Um, until I'm basically I wanted to keep [1:24] them until I'm at 10K sufficiently in [1:27] the remodeling and then completely [1:28] ditch. [1:31] Cutting out. [1:32] He's cutting out. [1:32] I want to ditch the trees. [1:35] Oh, you want to ditch the tree? No, no. [1:36] Laya is Laya was asking a question. [1:38] Also, I think Leila's audio is low for [1:39] anybody on our team. If we can boost her [1:41] audio, [1:42] I I didn't I don't hear Leila at all. I [1:45] think [1:45] I'm just a mute. [1:46] Just [1:48] Okay. Um, so the question was I mean I [1:51] don't think you should cut your cash [1:53] flow. You have you only have like four [1:54] customers, right? [1:57] Um, currently at [2:00] five. [2:01] Okay. So, you have five customers and [2:02] that means that if you're doing $8,000 a [2:04] month, but you said 8,000 topline, 7,000 [2:06] bottom line, but you said your cost of [2:08] getting a show is 210 on 500. Those [2:10] margins don't make sense. What am I [2:11] missing? [2:13] Um, yeah, because so bas Okay. Uh, I'm I [2:18] didn't So, for the 8K, I'm not basically [2:22] counting in the $200 which is lost. It [2:25] just count in the 300. [2:26] Okay. [2:27] The one guy I'm current one guy I'm [2:29] currently onboarding. I only have one [2:31] guy currently on it. Uh yeah, the other [2:33] guys currently on onboarding. [2:35] And when you say guys on onboarding, you [2:37] mean a client? [2:40] Uh yeah, the one company I'm currently [2:42] onboarding to get them into the $500 [2:45] thing. I got his $1,000 setup fee [2:47] basically, but he's not [snorts] [2:49] actively. [2:49] And you have five clients though, right? [2:52] Uh yes, currently I'm looking to scale [2:55] this now, but yeah. [2:56] Yeah. I mean, [2:57] go for it. I know you're gonna say what [2:59] you're gonna say. Well, I was just [3:00] thinking that we have to run some more [3:01] water through the well. [3:02] Yeah. [3:04] Can you Did you hear Laya? [3:05] What? [3:06] No. What did you say? [3:09] Run some water through the well. [3:11] You hear that? [3:12] So, I need to get more data. [3:14] You need Yeah, you need to get more [3:15] data. I mean, at that point, that sample [3:17] size is so small. I think we need to [3:19] focus on getting a bigger sample size. [3:22] Mhm. [3:23] And then we can go from there. [3:26] I I understand. Okay. Well, what is what [3:30] would you say? What is just your opinion [3:31] about the model, the offer? I'm you [3:34] know, I'm running this because all other [3:35] agencies are basically running this pay [3:37] per appointment and yeah, [3:39] uh yeah, they you know, and they pay for [3:42] the ads, but like the trust is really [3:43] low in that market. So, I was thinking [3:45] about [3:46] dude, I think everything's fine. [3:48] I think everything's fine. The the the [3:50] I'd say one risk that I see that's [3:52] relatively significant is your cost per [3:54] show relative to the revenue per show is [3:57] kind of low. I would say the guys who I [3:58] see like really murder it are at like [4:00] 20%. So you're a little you're at like [4:02] 60 uh sorry 40. So I would I want to see [4:05] if we could drive that down because my [4:07] fear of the business is that when you [4:08] take this to scale you'll be less [4:09] efficient and your margins are going to [4:11] compress. That's like I would say like [4:13] that's kind of like my biggest red flag. [4:15] Overall the model of lead cost and [4:16] arbitrage there's nothing wrong with it. [4:18] I've seen some massive um agencies that [4:21] run that model. The next issue that [4:23] you're going to run into is the types of [4:24] businesses that you're serving. So, [4:26] you're going to want to go up market for [4:28] people who can spend $50,000, $100,000, [4:30] $200,000 a month in ads. That's that's [4:33] what you're going to want to go after [4:34] because the volatility of your business [4:36] is going to be predicated on the [4:37] volatility of their business. So, when [4:39] you go after and this is super common [4:40] for small business owners for everyone [4:42] who's listening is like you go after if [4:45] you go most people who are poor, I'm not [4:47] saying you're poor, but like most people [4:48] are starting out in business go after [4:50] other people who are also smarting [4:52] starting out a business because that's [4:53] where your confidence level is. but [4:55] their business, they don't know anything [4:56] either, right? So, it's the blind [4:58] leading the blind and you're like, [4:59] "What's wrong with my business? All [5:00] these people are turning and they're [5:01] turnurning because they don't know what [5:02] the hell they're doing in their business [5:03] either." And so, you're going to want to [5:06] earn the right to go up market as fast [5:07] as you can. Um, and if you have five [5:11] clients that pay you what they're paying [5:12] now versus having five clients and each [5:14] one pays $100,000 a month, you could run [5:16] the same OP ops and have a hundred times [5:18] the revenue. [5:20] Yeah. [5:21] The biggest Can you hear me? [5:22] Okay. [5:24] Yes, I can. [5:25] Oh, okay. Fantastic. You can you can [5:27] hear me? Sounds okay. [5:29] Yeah. [5:30] Okay, great. I I was going to say the [5:32] next the next thing that you're going to [5:33] want to realize is that like we've done [5:35] the pay show model and we also had a [5:37] software that used to enable the payer [5:38] show model. There's two things that you [5:40] want to watch out for, which is one, [5:42] when you're doing payer show, a lot of [5:44] times the businesses are going to think, [5:45] well, if they show but they don't close, [5:46] why the [ __ ] am I paying you? And so [5:48] then you're going to be really tempted [5:50] to be like, h can I just help them sell [5:52] these people? I'm just going to also [5:53] maybe I should start a sales agency and [5:55] close these [ __ ] That's the [5:56] next thing that's going to happen. The [5:58] the second piece to it, and by the way, [6:00] don't do that. Go up market instead [6:01] because people that are up market have [6:02] their own sales team and they understand [6:05] that concept that even though you get [6:06] somebody to show, it doesn't mean that [6:07] they're guaranteed to close. You still [6:08] need to have trained salespeople. So, do [6:10] not give into the temptation. Don't try [6:12] and serve an avatar that isn't best for [6:14] you more. That's the biggest mistake [6:17] people make, which is like you're [6:18] serving an avatar that isn't your best [6:20] avatar and you try to go above and [6:21] beyond for it. You just don't want to do [6:23] that. The second thing [6:25] is that Okay, [6:26] fire is good. [6:27] That's like I feel like that's like [6:28] 2010. [6:29] That was good. [6:30] Um bringing it back. [6:31] Yeah, that's why. [laughter] [6:32] Uh the second piece is that with the [6:34] paper show model, here's the place where [6:36] it goes wrong, which I saw firsthand, [6:38] which is why agencies had churn with it, [6:40] which is that um customers want to be [6:44] able to predict how much money they're [6:45] going to spend with you. So if you look [6:47] at churn and you look at customer [6:49] retention, the customers who retain the [6:51] most are the customers who understand [6:53] how much they're going to pay. And so [6:54] one thing that you can do is you can [6:56] give people a range estimate or you can [6:58] give them a heads up different times [7:00] through the month as to how much you're [7:02] going to be billing them. Now it seems [7:04] contrary because you think okay well if [7:06] I tell them how much they're going to be [7:06] paying they like oh my god that's so [7:07] much. But the reality is actually if [7:09] they get a bill that's unexpected that [7:11] is like it looks and it's like once you [7:13] get one unexpected bill from a company [7:14] it's like by the second one there's a [7:16] 50% likelihood that they're going to [7:18] turn. [7:19] So think about how you can communicate [7:22] with those customers. Maybe it's every [7:24] other week. Maybe it's every week to [7:26] show them what their tab looks like. [7:27] Or by increment of revenue. [7:29] Yeah. Or by increment. That's a great [7:30] one, too. [7:30] Yeah. Just like every 5,000, you know, [7:32] whatever. Every thousand, every 5,000 [7:34] they spend, you just let it just [7:35] automatic just letting them know that [7:37] this is happening. We can turn it off [7:38] whenever you want. [7:39] So, I think another piece that you could [7:41] also ask is when you're getting the [7:42] sale, when you're onboarding them, ask [7:44] them what their budget is. I know it [7:46] seems contrary, but it's like if you [7:48] want to get them to spend more money [7:49] with you, you also need to show them [7:50] that you're okay spending as much as [7:53] they're comfortable to start. Does that [7:54] make sense? And you can coach them up [7:56] from there once you get buy in. [7:59] Yeah. Okay. Yeah, that makes sense. I [8:01] currently, what I currently do is I [8:03] build like this lovable thing where I [8:05] put in the numbers. So, close rate, [8:06] average contract value, etc. [8:09] And um basically I do that on a sales [8:11] call though. So that's a big nugget in [8:13] terms of the onboarding [8:15] because then I can always like weekly [8:17] tell them like hey this is how much you [8:18] should spend and that's what you should [8:20] expect in the long term to get a return. [8:22] So thank you for that tip. Um I mean if [8:24] you were me here [8:26] how would like you think about going [8:29] from like 8K per month right now to like [8:31] 50k in this exact model as fast and also [8:34] as sustain sustainably. [8:36] Dude, this is we we answered it. So I I [8:38] want to ask you what do you think we [8:39] what do you think we just said? Just I [8:41] want to make sure you retain your that I [8:44] that I need to get more that that I need [8:46] to get more data and like just sell more [8:49] probably [8:50] and and and [8:52] and that I should not uh switch my [8:56] business model and get them to basically [8:59] uh convince me to get them to sell and [9:02] also make sure that they know how much [9:06] they get charged [9:09] market. Go up market [laughter] [9:11] and go up market. Yeah. [9:14] Up up up market. The one thing I want to [9:17] What do you think about the avatar? 1 [9:19] million above because I was thinking [9:20] about it. [9:21] Just go up. [9:22] You guys have an opinion on this? [9:23] Just go up. Just just like in your ads [9:24] or your outreach, look for people who [9:26] are doing 10 times those numbers. [9:27] Number go up. Good. [9:28] Yeah. Big number. Good. [9:31] Okay. Okay. [9:32] Cool. Like you could literally have the [9:33] same size company you have in terms of [9:35] headcount. Literally just add a zero to [9:37] what the people that you're trying to [9:38] attract are and you will make [9:40] significantly more money and love your [9:41] life more. [9:43] Mhm. Okay. [9:44] Cool. [9:45] Yeah. Thank you. [9:46] All right. Rock and roll. [9:47] Should I Should I Should I increase [9:49] steadfastly? [9:51] No, I don't think yet, dude. It's five [9:52] people. [9:53] Yeah. [9:54] You got to get more water through the [9:55] well. Also, there's a like for everybody [9:57] listening like it's like okay, increase [9:59] your prices, but like [10:00] you haven't even gotten to the threshold [10:02] of delivery. So until you get to a point [10:05] where delivery is stressed and you can [10:06] see how your team and how your company [10:08] operates when you are stretched when it [10:10] comes to your client load, do not [10:12] increase your prices. You increase your [10:13] prices when you know that your product [10:14] and your delivery is rock solid. So we [10:16] got to get more water through the pipes [10:17] first. [10:19] Okay. Okay. I got it. Thank you very [10:21] much. I appreciate your time. Thank you. [10:23] Have a good Thursday, man.

===FILE=== Sn5wBUC-SFk - You should start a boring business.txt
https://youtu.be/Sn5wBUC-SFk
You should start a boring business

[0:00] You helped me turn my senior design project at college into my business. [0:04] Last year we did 150 and I want to get to 500. What do you sell? [0:08] We do digital business cards for primarily in real estate. Digital business cards for real estate. [0:12] Uh I'm the only salesperson. I have a few vendors. [0:15] What's the value prop of a digital business card? [0:17] It's like Linkree on steroids. Linkree, your phone and your CRM all connected. So yeah. What do you think? [0:25] But you want to grow this. So, just to be sure, I'm not trying to sell. I just want to make money and then sell more expensive things later. Right now, I'm just using this to make money. [0:34] To make money? Yes. [0:36] Yeah. Yeah. No. Heard, dude. I think I think if you sold something else, you'd make way more money. I agree. [0:43] Okay. [laughter] It's a hard pitch. [0:50] Like, what you have is a hard pitch because I'd be like, "Your digital business card is here's my Instagram. [0:55] That's my digital business card. If you want to find out more about me, watch some content, you know. Um [1:02] [laughter] [1:05] Um [clears throat] Okay. Uh what what else are you into selling, man? Like I [laughter] just I I just I don't know if this is You obviously have the skill of [1:14] sales and so I'd rather just like use that on a better opportunity vehicle. [1:18] Got it. Um Okay. It's like this world is just crumbling. [1:24] [laughter] [1:26] You want to hire me? Well, if you can close. Yeah, sure. [1:33] Ari, is Ari over there? [1:34] Well, there's Stephanie. Stephanie's right there. Stephanie's works in our recruiting. You can talk to Okay, Stephanie will talk. But on a real note, though, um Oh, [laughter] that wasn't real. That's not a real offer. All right. [1:44] Neither was mine. Two can play that game. [1:48] Um on a real note though, like I don't know what I'm doing. What do I do in the meantime to make money essentially? [1:55] So, uh, you were selling. So, who had this idea for this digital business? [1:58] Well, there's your senior whatever thing, right? Your senior project. [2:01] Yeah. One of the big issues I take with, um, and when I do my entrepreneur talks at like colleges and stuff. Um, the big thing that I that I hate about those [2:09] classes is that they try and make seniors invent something. It's like it's very like inventionheavy. Like everyone thinks it's Shark Tank, like I have to invent something that doesn't exist. [2:19] when you can pretty much just like go look at any business that exists and just do that and probably make way more money. Like you start a lawn care business tomorrow like knocking door to [2:26] door and probably get to two or three million dollars a year just with your existing skill set. [2:33] Like you're able to, you know, shake hands and kiss babies and close. And so like like you could sell solar and make you know 800 grand a year on your own [2:42] income. So, I'm like I'm just saying like there's there's like I think I would be looking at So, when I was when I was doing the presentation yesterday, [2:49] I talked about how like now I look for products that people don't cancel. [2:54] I would look for products that people don't cancel. Probably the the people that are similar to who you already sell to. I would look for that product. Um, and then I would use all my sales skills [3:02] on that rather than trying to explain to them why they need a digital business card. [3:07] Got it. Basically, for your current pitch to work, you have to you have to create a problem and then solve a problem all within one presentation, [3:15] right? And also explain some stuff that they don't understand how it works, right? So, it's kind of like three things. I'd rather just like talk to somebody who immediately already knows the problem that they have and I'd be [3:23] like, I can solve that. And I know from the history of that industry that they don't cancel and that they're just going to buy from me because they like me [3:31] better. Would you recommend that I get a like a sales position at another company or just like sell more expensive stuff? [3:38] Definitely not here. So [3:40] [laughter] [3:42] um no, I mean fundamentally every entrepreneur is a salesman at heart. [3:45] Like we're the promoters and so like you can obviously sell for somebody else or you can sell for yourself. Um a good way to learn a new industry is to sell [3:52] within that industry, kind of learn the ropes and then try to basically just figure out lead genen uh for it. Once you have that, then you have lead genen and sales. And so the only thing that [4:00] 4 minutes you'd really need would be delivery. If you're good at sales, um, and good at training sales, which is a different skill, um, then it comes down to like, [4:08] can I like this is where like insurance sales are incredibly profitable. Like there's really no delivery. You just sell the product, right? And then there's these massive behemoths that [4:16] that deliver the risk essentially. Um, there's so many businesses that are basically demand constrained where people stick. Uh, you just want to find [4:24] one of those that you like that caters to the existing avatar you currently sell to because you already know that avatar well. And if if we're talking speed to money, um, and then sell that. [4:33] Got it. Thank you, Alex. I'll switch vehicles. [4:36] Okay. [laughter] All right. [applause] Sweet.

===FILE=== StVqS0jD7Ls - The Ultimate Sales Training for 2026 [Full Course].txt
https://youtu.be/StVqS0jD7Ls
The Ultimate Sales Training for 2026 [Full Course]

[0:00] over the last 13 years I've personally closed 4,000 sales and these are the six elements of The Ultimate Sales blueprint [0:08] so let's begin with sales multipliers these things right off the bat will make you more money first sales multiplier sell 7even [0:17] days per week now the reason this is so important is that a lot of business owners want to make more money in their [0:25] business a lot of sales people want to close more sales but they only choose to close days a week but the interesting thing is that and depending on the [0:33] industry sometimes the off hours from like 5:00 p.m. onwards is when the most of your prospects are available so like in Fitness where I came from I closed [0:42] all my sales from 4: until 8:00 p.m. and so if you're like well I only want to work between 9 to 5: it's like well guess what no one's going to buy during [0:51] that time and so you can probably close more sales in the back at the day uh and on Saturdays and Sundays than you would [0:58] during the normal 9 to5 so is especially true in like retail and businesses where you sell to Consumers who work normal [1:05] jobs and you have to sell basically on the times that they're available so sell during the weekends the other piece of selling seven days a week is like [1:13] there's actual math behind this and so there's 52 weeks a year and so if you have 52 weeks per year times two days [1:21] right is 104 days of sales extra per year which is 29% increase over just [1:29] selling 5 days a week and so if you want to immediately increase your sales by 29% sell on weekends and I know I've [1:37] tried to sell you on this but I'm going to give you one more really good reason to sell over the weekend if you've ever tried to book sales and skip the [1:45] weekends so you've got Friday here and then you've got Saturday and then Sunday and then Monday right and so you skip [1:52] these days and so then this Monday gets stacked right you have all these people who are saying like oh man um I'm going to show up so your sales guys get [2:00] 2 minutes they're like oh dude Monday looks big but as soon as Monday happens it's no show no show no show no show reschedule and you're like what the hell well you [2:08] didn't make it available at the time when they wanted to actually come which is Saturday and Sunday that's when they clicked on the ad that's when they [2:16] actually made the booking and believe it or not from a lot of our portfolio companies we get more people who actually schedule on Saturdays and Sundays for Monday which means that they [2:23] are available right then to buy cuz they've got time and so when you do it this way not only do you sell two more [2:32] days per week which is 104 days more per year which is 29% increase in Revenue that assumes just a flat increase but if [2:42] you pull up the appointments from Monday to Saturday when they scheduled and Sunday when they scheduled you then get same day next day showup rates which [2:49] your showup rates also go up on those days so not only do you schedule more people because it only works for sat them on Saturday and Sunday and they didn't want to do Monday you also get [2:58] higher show up rates on Saturday and Sunday for the people who wanted to schedule then because that was when it was convenient for them and so you get a multiplier effect across the entire [3:07] business of sales by simply adding two more days in a year so it's minimum 29% sometimes more next up respond to leads [3:15] in less than one minute now you may not know the stats on this some of the more experienced salespeople do if you can [3:23] contact a lead within 60 seconds of them showing interest or opting in or giving you their contact information you have a [3:31] 391 per increase in the likelihood that you can close the Prospect and so that means that if you did nothing else but [3:39] simply put the processes in place so that you can contact leads within 60 seconds you could 4X your business [3:48] tomorrow and so then you have to ask the question what are all these other things that I'm spending my time on and do those things have an immediate 4X [3:57] increase in my business if the answer no then you should probably stop doing those things and do this one obvious [4:04] thing that can increase your business to such a large degree also 50% of prospects will go with the business that [4:12] response to them first not the one who's best that they did the most research for simply the one that responds them first [4:19] and I remember when Lila was we were out of town we were scheduling some or she was scheduling something for her hair or whatever and she went to a salon and she [4:27] called them and she said hey are you available right now to take me and they're like no we're only appointment only and she said cool hung up called the next one she's like are you [4:34] available to take me now they said no hung up next one they answered and she and they said yes we can take you in right now they're the ones who got the [4:42] business and here's the crazy part is the first two owners maybe they're like I don't know why customers aren't com you didn't make it convenient for them [4:49] right and so the thing is is that people have huge motivation for a tiny period of time and when they knock on the door in that tiny period of time you want to [4:57] open it and welcome them in and like okay Alex but you know one minute's a lot well totally and if you do greater [5:05] than five minutes the likelihood that you close them drops by 80% which means four out of five times you would have [5:13] closed now goes to 20% close rate on those leads and so the whole idea that people think that the lead quality is go [5:20] down is not really true it's completely dependent on how well you work the leads now a lot of people like to talk about [5:28] follow-up and follow- Up's important right you got to make it personal you got to make it fast you want to do it multiple times over multiple days for [5:35] sure but one of the most important follow-ups is the first followup which is how quickly you can show them that [5:42] you have received their interest and are ready to help them and customers will make a judgment on how good your business is how buttoned up you are by [5:50] how quickly you respond so if you reach out to a company just imagine for a second you opt into something and then within 5 Seconds your phone rings and someone's like hey saw that you asked [5:59] for more information about this how can I help you right and right there you're like man these guys are on top of it it makes it judgment that you cast over the [6:07] entire business that first impression it's the tip of the spear and most people are missing out so all the data that I will cite in this video will come [6:15] from two sources so one is there was a Harvard Business Review uh that did a huge case study on different sales metrics across massive Industries and [6:22] then me personally won Allen and so a lot of the lead nurture stats are related to Allen which is a software company that we own uh which is like 4,000 plus appointments per day and so [6:31] we could see how changing scheduling and changing hours per day and things like that affected overall throughput because we could see from click to close and so [6:40] we could see house opening up calendars was the single strongest correlate to overall throughput more than increasing [6:48] closing percentages by you know 10% 20% because you couldn't get 400% increases in closing like you can by putting these [6:57] sales multipliers in that I'm talking about right now these are all the things that happen outside of the sale that affect your sales more than anything that happens inside the sale now the [7:06] next one in the spirit of all this speed of response is it's good to have someone have the option to schedule but you know [7:13] what else you can give them call now and so when someone clicks down your funnel and they click over to your schedule or [7:21] something if you can add a dropdown that says call now because now they're calling you and now the intent could not [7:29] be stronger now if you're in a business where you're like oh man we have to qualify leads more fine put the call out thing after you've qualified the lead [7:37] duh right and so just think through how we need to do this and if you're like man I don't have the sales team to support it think about it like this if [7:45] you can 3x your business or double your business by simply hiring one more sales rep if the relative increase in revenue [7:54] is significantly greater than the cost of onboarding one more sales rep then you should make that investment so that you can have the coverage for your [8:03] prospects to call you to give you money all right so let's talk about the next one which is time slots so if you are going to have them Book on a scheduler [8:11] then how do you set up that schedule a lot of people don't put any time or thought into this now we already covered the seven days a week but what about the [8:18] actual day layout itself now most people say okay I'm going to have these one hour time slots 1 hour uh you know 1 [8:26] hour whatever now what we found out with Allan is that we could increase the overall schedule rate and show up rate by simply [8:34] changing how the times appeared on the calendar and so we set this up so that we would have 15 minute slots so you might be thinking how am I going to sell [8:42] in 15 minutes you're not you allow them to start in 15-minute increments and then we know that the next three blocks [8:50] are used up and then somebody else books here now some of you might say wait a second that means that some of my sales guys are going to have awkward times in [8:57] between well there's two solutions one is hire more sales reps number two is you need to have something called an off-the call sop and so you have an [9:06] onthe call sop which is standard operating procedure which is what do you do when you're on the call of the prospect but if you have a no-show or there's off the call or you don't have [9:15] somebody on your calendar then you need to have step- by-step of what they need to do when they're not actually on a call and most people only address the on [9:22] the call and don't address the off the call which is why their sales people aren't nearly as productive and so by doing 15-minute time slots people pick a time that is more convenient for them [9:30] and so I think on one level because it's more convenient for them it's more precisely convenient they show up at a higher percentage I think the other [9:38] reason and there's this big misconception about the idea of like no I want to make it look like I'm busy and not have full availability completely dumb it doesn't do anything to literally [9:48] take up slots that are not true to show that you have traffic it's dumb it just it's dumb I just stop it we've already [9:55] looked at it it doesn't do anything it just makes it less convenient for your customer to book with you now in the offthe call sop all right what should [10:04] they be doing then I'll give you the next hack which is you start pulling up appointments so you remember I said we had the Monday [10:12] Sunday Saturday whatever and people are booking on Saturday for Monday right they're booking here because you didn't put any availability well if you do have [10:22] your salesperson working and they have an off-the call block where they don't have anything on their calendar what they should be doing is they should be let me see if I can draw a phone here [10:30] there you go calling these leads and then pulling them up and so when you have that conversation with the prospect the first thing you're doing is qualifying them which you should do [10:39] anyways with any leads that are on the calendar that are going to take a full sale slot but secondarily when you call them to qualify them say hey I had an [10:46] opening later today that just opened up do you want the slot and so it takes a three-day out appointment and makes it a same day appointment and anyone who's been in sales knows that same day [10:54] appointments have way higher SHP rates than future appointments next is is the actual uh person if they can't move it [11:03] up for whatever reason you still have contacted them within just a few minutes of them opting in so they know that you're legit you've already qualified [11:09] them and by pulling them off and moving them up if you do have that situation you increase the salesperson's [11:17] utilization because now their whole calendar has more sales appointments that are stacked fewer Open Spaces which is good and we now have opened up this [11:25] slot right here so that somebody else can find it convenient and then book in in the future and so by simply changing [11:32] what people do off the call you increase the sales utilization you increase booking rates and you increase show rates by adding this one thing to what [11:40] your sales people do when they currently weren't doing anything waiting between calls so the next one is very controversial and a lot of bad sales people are going to be against it but [11:48] the killers are going to be nodding their head so what you want to do is you want to feed the killers now what does that mean [11:58] is that the best leads should go to the best closers and the worst leads should go to the worst closers and so you're [12:06] like wait a second what do you mean my my worst leads go to my work yeah because that means that you have the lowest amount of net waste within the business the people who are the most [12:14] closable who are the most qualified who have the most money go to the people who have the highest likelihood of closing them for the most money and so I'll tell [12:22] you a story when I learned this so there was a guy who lives in my building he does like 3 million a year in personal income and [12:29] he was the number one sales rep or still is the number one sales rep for a time share company that's a multi-billion dollar company he the number one time share company he was the number one sales rep and he's won the best sales [12:38] rep of the year out of 3,000 sales reps five out of the last six years and so I had dinner with him and I was like so give me give me your give me your [12:45] strategy he's like you know I won the first year when just with the existing system but then I got to have one hour with the CEO as kind of like the prize [12:53] for winning best salesman plus you know a check or whatever and I was like okay he said so when I sat down with the CEO I closed him on basically changing the [13:02] way they allocated leads and he said so they used to just round robin all the leads to all the salespeople and he said when I went to the CEO I said listen [13:10] you're just throwing money down the toilet you're giving me people that no one has a chance of closing and they're completely unqualified and you're [13:17] wasting my time and then I see some really qualified person go to a dud closer's office and then he misses it and it's like shoot you should give him [13:25] my terrible Le is not going to close them anyways and give me the good one and I'll close him and so the CEO decided to test it just with the [13:32] location that this salesman was at he took his income from $250,000 a year to $3 million a year for him as a Salesman [13:40] personal income but what was more important is that it 5x the company when they rolled it out Nationwide he [13:47] increased the total output for that one location by so much that they then rolled it out and so this goes to show that if you're like wait I feel bad [13:55] about this this is a business decision but if you are worried about your worst Sal people turning out why are you worried about your worst sales to people [14:02] turning out now the other side of this which is really nice a lot of people don't think about is if your top sales rep can make a million dollar a year or [14:11] $500,000 a year or $3 million a year do you know the amount of people who will work for nothing for the opportunity to make that kind of money and so what [14:19] happens is salespeople will come in and work for way below the the normal wage for their skill because they want the [14:26] shot the opportunity to be top dog and the other piece that this trains for or helps the business out with is that if [14:34] someone survives this churn Factory of down here where it's really hard for guys to get started because they're [14:41] getting the worst leads they learn on the hardest people to close and then when they survive and they can still [14:49] make enough to move up then they get better and better leads but now they have qualified themselves as closers who [14:56] are worthy of those leads so the next hack actually has again something to do with things around sales but is not [15:03] sales itself which is most times it's harder to get an entire team to go up by 30% in close rates unless you just [15:12] absolutely suck at sales but there's usually massive opportunities on show up rates and so one of the things that we [15:19] do is we give kudos or shoutouts to the closers who have the highest show up rates and so by calling [15:29] those people out we draw attention to how show up rates are very important to the business because if I had to give you an option hey would you rather [15:35] increase your close rates by 20% or increase your show rates by 20% Which would you choose well if you're a smart business owner you'd say Well they're [15:44] the same thing yes so then the followup question is which one's more likely given the stats you're at if your guys are closing at 35% for you to get a 20% [15:52] boost might be very very difficult but for you to just simply remind them to work their leads and follow up with their appointments might be very easy [16:00] 16 minutes and so you shout out the closers who have the highest Strow rates every week not just highest close rates and then you ask them what they did and they're [16:08] probably going to say I just followed the process and then you're going to say that's awesome great job and if you want you can give an extra kudos for the guy [16:15] who has the highest show up rate you can give him like you know a $500 flat thing per week whatever something that makes it material enough that it's worth [16:23] showing off for but I'm telling you this can increase your overall sales in your business more than sales training can [16:30] sometimes and so if you're listening to that you might be like okay well what is the best reminder sequence for people to show up now the first thing is is you [16:38] want to have your automated reminders set up right those have to be done and the thing is is and I think a lot of people make this mistake is you want to [16:46] to look automated don't try and pretend that automation is a real person everyone knows and it looks like [ __ ] so don't do it all right but on top of [16:54] automation you layer manual now manual you don't have to nearly as much to make it effective and hopefully I'm spelling manual right all right and so there's [17:03] three times that we have S this is from Allen that we know that gets the highest show upates all right very simple 24 [17:08] hours before all right then am and then 1 hour all right and so think about it like this it's like you have your [17:16] automated ones until the night before and someone says hey just making sure that we're on for tomorrow very excited I did this personalized thing for you [17:24] and so you want to show that you did some sort of prep for the prospect so they know you've put some effort in and so they would feel worse about not showing because you show that you've got [17:32] a whole bunch of work that you want to show them on that call and so whether you're a weight loss you know business it's like hey I set aside this t-shirt [17:39] for you what size do you want or what color do you want for when you come in would be something that you could do for a weight loss customer if you're a B2B customer it's like hey I already I [17:48] looked over your site we already uh I talked to my team about it it looks like we've got three things we can immediately help you with very excited to share what we found like it takes 5 minutes to do that but if you can [17:56] increase your show up rate by 30% because you do that makes a lot of sense right in 60 minutes you can increase your closure your total sales througha [18:05] by 30% once a day feels like it's worth it now that's night before morning of you think you're a prospect right you're like okay yeah sounds good morning of [18:12] you start and your whole day is blank because you forgot everything from the day before and so the morning it's like hey just reminder again I'm seeing you later this afternoon and they're like [18:20] yep I'm in cool and then one hour before they're busy during the day and you're like yo a meeting with you in 60 minutes just making sure now for these I prefer [18:29] to have uh blue messages is what we call them but basically the IM messages whenever possible rather than the green ones because people still don't entirely [18:36] believe uh that it's a real person and so this is where having uh voice voice memos uh and video work really well for those reminders in addition to the [18:44] things that you're doing at the 24-hour Mark that show personalization so it would be something like this hey John really excited to meet with you tomorrow [18:52] we outlined six things for your business that I think would really help you out I'm very excited to share them with you these were things that I pulled from my team and just from looking at the site [19:00] 19 minutes uh before we get on the call so stoked we're at 4:00 tomorrow hit me up if there's any issues or you have any problems getting on otherwise I'll see [19:07] you then next one is Logistics in terms of how you schedule Andor your policies which is we like to do same day next [19:15] day period in terms of our availability now the reason for that is because show up rates are higher same day next day [19:24] and so if we constrain people to those days we increase the show up rates now the key and this is where most people mess up is that they're like well if I did same day next day I'm not going to [19:32] be able to book all my appointments that means you need to hire more sales people and when you do that you'll get more shows which then means you close more sales so those are some immediate things [19:41] that you can do to multiply your sales without even having to learn anything more about what you have to say on the phone or even getting good at sales [19:49] itself these are all the things you do around sales that still close way more sales than anything you can actually do on the call but once you do get on the [19:57] call you should make sure that your guy or you yourself don't suck so let's talk about sales training so now that we've covered sales multipliers now let's talk [20:04] about sales training making it happen so I'm going to cover daily huddles one-on ones gam tape review role playing and CS [20:12] gam tape weekly reviews all right you're feel like I don't know what any of those are that's why I made this video and I'll break them down so number one is most people have no idea what they're [20:21] doing when they're training sales so the vast majority of sales organizations don't even know how to train them at all and simply just run shurn factories so [20:28] they say you know we'll bring 100 people in we'll see who survives which fine but if you know how to train sales as a [20:36] business owner you can compensate below Market because you can take someone who's not good and make them good rather [20:44] than relying on people to come in with existing skills and so that is the Arbitrage opportunity that you get to have as a business owner and so if someone comes in with no skills and then [20:52] you give them a lot of skills they come in at that Baseline right now I'm not saying that uh sales people shouldn't make make a lot of money they should uh [21:00] 21 minutes but it's all based on the marketplace if you have 10 times bigger audience that you can take sales people from then that's an advantage that you have compared to your other businesses on the [21:09] marketplace of sales skills so the first thing that we do is we like to have daily huddles and so daily huddles are [21:16] where we do role playing now role playing is probably the single greatest skill that you need to learn in sales [21:25] and the big thing I'll give you as a caveat is every entrepreneur or sales managers always afraid of looking bad or not being able to close something uh in [21:33] front of their team and so they they shy away from doing role playing but you need to set the frame up front which is no one's perfect that's why we practice [21:40] and so I'm going to mess up you're going to catch me and it's fine right because if you have any ego around this you will not do it as much because you'll be [21:47] afraid of looking stupid in front of your team so just get over that as fast as humanly possible now when you're doing these daily huddles you want to do [21:55] the role playing so the role playing the important part of role playing is you actually have to get into it with them [22:03] and give Fast feedback now here's how not to do it so and this is how most people do it which [22:10] is someone goes through the script and they give not real answers anyways and then they say okay at the end of the 30 minutes or 20 minutes they say do this [22:18] different do that different do this different do that different so two massive problems number one is that you have to give one piece of feedback at a [22:27] time people can't handle multiple piece feedback so it's not going to work second is that the trainability of a person or really an organism because [22:35] this actually happens across species is inversely correlated with how fast you get feedback and so basically the number [22:42] of times that you have to uh give feedback to an organism is inverted with [22:50] how quickly so one second 2 second 3 second whatever now this is an exaggeration but this would be number of times so that means that if I say Hey [22:59] try it like this and then they can't do it again and then I have to say try it like this and then they still can't do it and then I say try it like this the [23:08] faster I do it the fewer times I have to repeat myself before they get it and so this is why speed is so important for [23:15] training this actually happens across human you know across the entire organization but specifically for sales so when someone does the role play the [23:22] sales manager or the other person's only working on one thing and when they begin the sale they say this is what we're working on and then they start the role play and [23:31] then as soon as they mess up or do a good job which both those are happening in real time all the time you say great [23:39] keep going great keep going and so they keep talking and they can see you nodding your head they can see you giving thumbs up and you can hear you [23:46] saying great and so you have three or four different ways that you can give positive reinforcement in real time so that you can train them on the right thing to say now when they do mess up [23:54] you also set the frame beforehand saying listen I'm going to probably stop you 30 or 40 times times during you just trying to say this one script that's okay [24:02] that's to be expected that means we're doing it right and so if you set that expectation people aren't thrown off guard if you don't they're going to think that they're just doing a horrible [24:09] job which is not what you want to do and so they go through and you're like awesome great job M keep it going pause [24:16] say it like this try it again great try it again great try it again and so once [24:24] someone properly does the right way of saying it you don't just say great they did it once you have them do it two [24:31] three four five six times in quick succession so that it drills it in so that when they actually are on a sales call it's like this little mini recorder [24:40] plays and they remember when they to drill it so many times in a row and from a sales training perspective you want to be working with them on one thing [24:48] sometimes for a week or two weeks all right so it's not a big deal now daily huddles you're usually working with the team on something like as a team we're [24:56] struggling with this and so as a team we're going to be drilling this on 101's it's one thing and it's going to [25:06] be specific to that person now the reason that most sales managers do a bad job sales training is because it's a full-time job like you have to listen to [25:14] sales recordings you have to see what they're messing up you have to take notes and then when you meet with them one-on-one you have to see all 28 things [25:22] you think they did wrong and say which of these 28 things is going to create the highest Improvement in their close closing rate and then say we're only [25:31] going to prioritize this one thing so it may be like they just don't know how to ask for the card smoothly it may be that they don't know how to set the agenda well on the call it may be that they [25:39] lose the frame somewhere during the sale it may be that they're getting lost in the weeds when someone asks detail based questions that they don't know how to zoom out like these are all different [25:47] skills that a good salesman should know how to do in a sale and you can only focus on one of them so I'll give you [25:54] another one which is your best closer usually isn't your sales manager all right and [26:04] so this is a mistake that I've made multiple times in my life and it's because typically the best closers are very like Hunter type person um and there's nothing wrong with that I mean [26:12] hey that's what makes the world go around um but often times they're not like super like leadership oriented [26:20] patient willing to uh continue to invest in teammates like they just want to close deals and so most times most [26:28] closers that I've had in our businesses before I explain this to them they're like I want to be sales manager somay and I'm like do you know what the day-to-day of a sales manager is because [26:35] it's not just like oh this makes me more money it's your entire activities that you do all the things you love about this job are now going to stop and be a [26:43] whole new set of things and so sometimes the best closers it's kind of like coaches it's like it's not the best players who sometimes make the best [26:51] coaches sometimes it's like mediocre or bad players who just learned how to be decent or good not the best best who [26:59] actually make the best coaches and so I set this stage what I said earlier which is like the sales manager has to have no egoo and can set the stage which is like [27:07] hey some of you guys are better than me at sales like and so for example Phil Jackson is not better than Michael Jordan or kobby Bryant at basketball but [27:16] they respected when he gave them feedback on their work and so I would even use that as a sales manager to set the stage was like I hope that you guys [27:24] are better than me at sales because that's what you have to do every day you just make not be better than me at helping other people get better at sales and so these are different skills and [27:32] it's totally okay and so when I roleplay with you if you smash me that's awesome that's fine if Phil Jackson went one-onone with MJ he's gon to get destroyed every time that's fine my goal [27:40] is that this team crushes as a team the next one that a lot of people don't understand is about competition all [27:47] right now I think competition is very good but not in the way that you think it is so I used to be really hardcore and Cutthroat about I wanted all my [27:55] teams you know the guys to compete like you know let the let the winners win losers lose Etc and I do but in a different way so I don't want it to be [28:04] us versus ourselves I want the competition to be us versus them so you need to pick a big enemy and it doesn't even have to mean that you actually are [28:12] enemies with this person it could be a rival or friend ofy whatever you want and say listen every customer that we're not selling they're selling and so we [28:21] want to beat them right the reason that you know the us could get to the moon first because we were trying to beat the Russians right like having uh a common [28:28] enemy is a great thing to align the troops towards achieving a big goal and it kind of quells the inner conflict of [28:38] the team but if everyone's trying to Edge each other out it creates a culture that in my opinion doesn't actually make the most total sales you'll definitely [28:46] have people who thrive in those ultra competitive environments but you will lose people who otherwise would have been good closers in a team environment [28:54] another amazing sales training piece that we like to do in our companies is gam tape review so first off you [29:02] absolutely need to be recording every single call that happens to the customer across the company across the life cycle of the customer if you're not doing that you should do it please do it now stop [29:10] the video go do this now all right now assuming you are recording all calls this is something that completely changed my business forever was getting [29:19] sales and Cs on the same call every week to review the game tape and so [29:29] you're like why would you review sales game tape with customer success on the call well because then you can say hey [29:36] guys when you say it this way they expect this and it's really bad for the business and so what it does is actually elevates both teams to a larger [29:44] perspective so they understand that like when if you ever have conflict where CS is like sales is over promising and sales is like CS stop being such babies [29:51] and just do stuff right like we're the ones who make the money like everyone gets it we've all been there and so the idea is when you get the them both on [29:58] the same call one of the other nice things is that you then review an onboarding call most salesp people have never seen an onboarding call they've [30:06] been selling for you for three years five years and they literally have no idea what happens after they click submit or they run the card or they send the invoice over to finance and then [30:14] they get the car you know the approval for their commission they're like all right next Prospect and that's fine but they have to understand kind of the [30:21] larger life cycle of the customer and so this is what ends up happening the first time sales seeson onboarding they're like oh dude this is awesome this is so [30:29] good oh I'm going to use this in my right they actually get way more data that arms them to be more knowledgeable in the sale and increases their [30:37] conviction as a closer for the business because they believe in it and CS is can look at the sales and be like hey now I [30:46] understand why they're coming in with these expectations and they can give sales the feedback of like hey do you think if you sit it like this it would change the sale a lot of guys like oh no I don't know I just said it that way I [30:54] didn't know that they were coming in that way and so what happens is you create this really seamless process between sales and Cs and you stop having those drop offs and cold feet where [31:03] you're losing 5% of your sales or 10% of your sales for people who close and then back out and so that in a very real way will increase your sales by decreasing a [31:11] negative I learned this from my software days so when I started with Allen which is the first software company I ever owned um I learned from the software world that they started doing these CS [31:19] to sales gam tape reviews and so we said okay well if all these really big companies that make more money than us do this we'll give it a shot and as soon [31:27] as we did it and that first call happened where we had the whole sales team and the whole customer success team on I was like oh I get it now like everyone got a holistic view of the [31:35] customer Journey sales expectations were better and cleaner uh they were more knowledgeable about what the customer Journey was going to be uh CS stopped [31:43] getting upset at sales for making promises and it also helped because then the Cs side was like Hey would it help you if we did this one extra thing and [31:52] the sales guys are like dude everyone asked for that they're like oh wouldn't even be that hard for us to do and then boom both sides get better they're setting better expectations and they're [32:00] 32 minutes giving customers what they want more and the Cs team didn't know because the sales team said they couldn't do it because they weren't communicating now on recording sales which of course you [32:08] should do and you promise you'll do no matter what after this video is done for sure that's Pinky Promise that's what you're going to start doing all right [32:16] now the next thing is what sales should I watch all right and so this is my big tip is there is no mysticism in sales [32:25] there's a lot of like you know it's kind of like baseball they're like these are my lucky socks or like I always touch the phone here and here because uh I close when I do that thing right there's [32:32] a lot of superstition that starts to happen in sales because there's such fat feed fast feedback loops so people learn because they change their behavior uh [32:40] because it worked before and so they try and do it again but they end up adding all these rituals to their sales processes that end up longterm actually eroding uh their ability to sell all [32:49] right so they start adding all these appendages to their sales process and actually gets really cluttered and it starts sucking all right now the biggest hack that I can give you as an [32:56] individual salesperson is is that there are times when you're hot all right where you're like dude I feel like I could close everyone today right you you [33:03] know it you're on fire when you're hot record the living hell out of that and [33:09] rewatch those game tapes because you aren't on fire you're doing things [33:17] slightly differently it means that your Tone's a little different how you open's a little bit different how you transition to the Clos is a little bit different and all you want to do is you [33:25] want to look for the details because the big difference between good closes and great closers is that good closers try [33:33] and get hot great closers never get cold and it's because they've systematized every single thing on their monster [33:41] checklist that creates the hotness of their closing and so if you ever do get hot know that you now have the potential [33:49] to close at that closing rate and then say cool I'm going to analyze the living hell out of what it looks like when I'm hot how I say it where I pause where my [33:58] tone shifts where I ask my questions how like when I transition to the sale how I frame my overcomes how I'm punching back [34:06] and pushing back earlier in the sale to overcome objections earlier before I asked for money that is probably one of the biggest RI tactics I can give you [34:13] either as a sales manager for your teams or you as a sales professional just record everything and when you're hot analyze the living hell out of it next [34:22] one is also big team management stuff which if you're ever in a slump so this is for sales managers specifically or entrepreneurs is that if [34:31] you're in a slump one of the easiest things to do is start drilling everything and sure you can do all that stuff but in my experience reading [34:38] testimonials can be one of the biggest things that you can do to increase the conviction of the team and so you can [34:46] get someone's tone to be correct by lots of drilling and lots of training but if they are convicted they will always have the correct tonality because they [34:55] genuinely believe in the product and they genuinely believe it will help the customer and so I like to train competence in tone emphasis pacing I [35:03] like someone to understand all of those things so they know what it looks like when it's right but there's nothing that replaces A salesperson who's actually convicted because either you have a team [35:12] of sociopaths who don't care at all but know how to say everything the exact right way or you just have a team of people who really believe in the product [35:19] and by believing the product they say things the right way and I will tell you personally it's way easier to find these people than these people and so read [35:28] testimonials and then give kudos to the salesperson who Clos the prospect who [35:36] got the great result and so imagine this you closed Sandy you know four weeks ago and you had to arm wrestler into closing she was super you know worried or [35:43] concerned but you overcame that and then four weeks later you read a testimonial from your manager who's like hey here's Sandy saying like I'm so grateful that I [35:52] signed up for this thing it's completely changed my life it's changed my business I've lost weight whatever it is and and you then as the salesman say Tom I know [36:00] 36 minutes I saw this call and I saw you arm wrestle Sandy to get to get this deal like awesome job because if you hadn't done that if you hadn't stayed in the [36:08] pocket she wouldn't have this outcome and so I learned this because I figured out that my sales team had the highest [36:17] absurd closing percentage like 100% like absurd closing percentages on one specific day of the month when I had my gyms and I was like what is it about [36:26] this day do you want to know what day it was it was we out day and so when we'd run our challenges every week we would have people who'd be weighing out from [36:33] six weeks earlier and so on Friday or Saturday we'd have way outs and so it'd be people coming in for 15-minute appointments and weighing out taking [36:42] their after pictures weighing out taking their after pictures and after someone saw 20 people lose 20 pounds 30 pounds whatever it was in that time period when [36:49] someone would come in between those weigh-ins or after those weigh-ins and they're like I'm thinking about signing up they had absolute conviction in the [36:57] fact that it was going to help them because they had just recently that day hours or minutes before seen 5 10 20 people literally demonstrate results in [37:06] front of them and so that conviction they passed the Prospect and so I just like to remind you of this if you are a salesperson is that sales is passing [37:14] conviction from one person to another it's an education process over a bridge of trust and so fundamentally if a prospect knew everything that you know [37:21] about the product they should buy now if they knew everything that you know and then they wouldn't Buy and you get them to buy it means that you deceive them [37:29] which means that you are an unethical salesperson so don't do that and so the idea is that you want to just basically fill in the fewest gaps you need to in order to get them over the bridge they [37:37] say yes I know enough to make this decision and now I want to buy now that we've covered sales training let's talk about what happens before the sale which yes is absolutely part of the sale so [37:46] the first thing that a lot of people Miss up is that the sale Begins the moment the customer engages with your business not the moment they get on the phone and so how the interaction and [37:56] communication happens between click and call Will massively change your close rates on the team independent of what [38:04] you say so for example if you're a local business and when you call to book the lead you say hey uh before you get going $100M Offers: How To Make Offers So Good People Feel Stupid Saying No (Hardcover) acquisition.com [38:12] did you hear about us on uh you know local City's best boot camp list or that we won this thing three years in a row is that how you heard about us now if [38:21] they're like no I heard about you from a Facebook ad you still asking that question will influence what the customer uh perceives about your [38:30] business and then we'll be like oh wow I I didn't know that they won that stuff and so the questions you ask can still be educational and frame how you exist [38:38] in the marketplace to a prospect before you even beun selling them because you have begun selling them and so the thing is is that the sale [38:47] starts at the click all right so the setting [38:54] script the ad they see all influence whether they're going to buy [39:02] and so this is where having continuity and having a seamless experience between this whole thing is what will overall [39:10] increase your closing percentage as a team again prior to even talking to them for the main sale so the next thing is [39:17] like okay what else can I do before the sale that increases the likelihood that someone closes and so the big obvious one and ke de talks about this in his [39:26] influence book is edifying the closer so if I am setting a call and I've already edified the business by saying something [39:34] like hey we were on you know so and so's list now a lot of people want to get on those lists because they think the list is going to somehow get them business no the list isn't going to get you business [39:42] but telling people that you were on the list will get you business and so that's where and let's be real you usually just pay five grand to the magazine so that they put you on the list of best boot [39:50] camps in local area or best accounting firm in local area or state whatever then that edified the business now when [39:58] I'm qualifying the prospect I say oh I'm going to put you on with Shawn Shawn's unbelievable he help 400 people just [40:05] like you get to thing that you just said you wanted in your specific circumstances recently for example he [40:13] helped someone just like you achieve this and this someone else like you achieve this and this and so you're going to love talking to him he's a great guy and he's going to help you out [40:21] oh you know what I think he has an opening this afternoon let me see if I can get you in hold on two seconds [40:28] making noise in the background yep he confirmed we're good to go four o00 Works awesome and so if you have that [40:36] versus yeah uh I got you down for four one of our team will be reaching out imagine the difference in terms of how [40:42] that Prospect has been pre-framed to talk to that closer now the closer when they start the call have to maintain that frame that the set are set but [40:51] again this is all creating one seamless experience of we are on top of it we are a legitimate business and we are someone you want to do business with the next [40:59] thing is the qualification process so a lot of people have said a lot of things about qualification but the nice thing [41:06] is that IBM did this massive study and then came up with bant and bant is an acronym that stands for [41:14] Budget Authority need [41:21] timing and so they said that for a lead to be qualified for an account rep or close closer the setter had to make sure [41:30] that they had ban they had to make sure that the person had the budget they had the authority to make the decision they had the need they had the problem to [41:38] solve and they had the timing meaning they wanted to get started soon and so those fundamentally are the things that are required to close a sale and so you [41:47] can do this on the call you can also do this on the application that you have prior to the call and even if you did that on both you'll still probably have [41:55] to say yet again on the closing call but you want to say it before you ask for money and so fundamentally you're making sure the problem the person has the [42:03] problem to solve the money to spend the time to do the implementation and the authority to make the decision and people will say yes to it and then change their mind when you ask for money [42:12] but we'll get to that later now this section isn't about outbound per se but I couldn't help but give you one of my favorite outbound scripts I've ever [42:19] heard which is hey business I'm calling about competitor period give me a call [42:27] back so think about this imagine you have a dry cleaning business and it's Tom's dry cleaners that's you and you've got Jones uh because you're keeping up [42:36] with the Joneses Jones dry cleaning across the street and you get a call being like hey um this is Alex I'm [42:43] calling in regards to Janes dry cleaning uh give me a call back when it's convenient you're like so incredibly [42:50] curious that somebody has left a message and they want to talk about your competition and so imagine that versus hey I'm calling from 123 Financial [42:59] wanted to see if you wanted to work like no one gives a [ __ ] right but because you have this personalized uh message that you're sending which works via [43:07] email it also works via uh voicemail uh the likelihood that the respond is way way higher now when the person comes on and they're like hey what about whatever [43:14] it's like oh it looks like they're kicking your ass and so or hey I see that they're in the same industry as you and we've reached out to them as well [43:22] and then so like it's it's a very easy Bridge into whatever you want to say when you get into your when you actually get into the conversation but the response rates from [43:31] hey x uh calling regarding [43:42] competitor slays and while we're on the topic of how to work leads let me give you my favorite scripting for calling up [43:52] leads for local business when someone opts in and so the way that I do this so this is local [44:05] leads so when I call a lead or called a lead and I called many of them uh I wouldn't say hey John this is Alex I [44:13] want to see when you want to come in for like no that's not going to work all right so even though they already showed interest they usually don't even know who you are when you're calling all [44:21] right so the way I would do it is this so I would call and I would say John not is this John I would say John question [44:31] no my tone goes up pause and then he's John is gonna be like yeah uh who's this [44:38] like this is Alex pause he's thinking who is Alex who like how like and I'm acting with the way that I'm I'm toning [44:47] toning uh that he should know who I am all right that's the tone that I'm that I'm bringing this it's Alex [44:55] pause and during the pause I can hear them it's like I'm calling you because you opted in on Facebook for our [45:05] promotion and so I just wanted to make sure that one you weren't a crazy person on the internet ha and if there was a time that worked well for you to come in [45:13] and obviously to make sure that you knew that we weren't crazy people either right and so just in that little opener we have we pull them in we pull them in [45:21] again then we quickly like you steamroll this you go as fast as you can and say Hey you opted in for that thing on Facebook this specific promotion it's like I'm giving them three different [45:29] kind of mental cues around what they opted in for because people don't remember the things they opt in for and especially if you don't call your leads [45:37] within one minute then you call them two days later they're in a different Universe at this point they have no idea what they opted in for and they might have opted in for 10 things so they have [45:45] no clue what you're talking about and so then you can then bring them in and schedule time I wanted to figure out a time that would work well for you to come in I've got 2:00 and 4:00 today [45:54] which works better all right and so by doing that I'm also giving two options and saying which do you prefer rather than saying asking them to pick a time I [46:02] look at my schedule I see my openings I present two openings that both work for me and then they pick and if you want to hear a little little little little early [46:11] Alex story um when I started my gym I used to pretend that I there were multiple employees that worked at my gym and I would be like this is John and [46:18] then when they come in be like oh you're G to love Alex Alex is the amazing he's totally going to help you out he's helped out so many people just like you at same same edification script they [46:25] come in and they'd be like you sound a lot like John be like we get it all the time and we go into it um but [46:33] alternatively uh you cannot do that if you don't want to I was young and uh I thought it was fun and uh to me and you know what I was deceiving people and so [46:41] that is wrong uh but to me that's a little bit of a white FIB of a 23-year-old gym owner trying to trying to make it happen and the last one and [46:49] this one is so unsexy and because it's so unsexy no one does it which is why you make so much money doing this which [46:56] is you prep for five minutes before the call looking up stuff about the person or the business and so if you're a [47:05] Setter you can do this for the closer or closer you can do this for yourself prior to the call but you would be amazed at how much of a genius you look [47:14] like with five minutes of prep people are like wow this guy really did his homework and it's not because you really did that much homework it's just because everyone else is so lazy that any level [47:22] of effort looks amazing all right and so the five minutes of prep in addition to and this is clear all the notes that the [47:30] setter sets should be in the CRM so that when you go up with the prospect you want to say Hey so uh you know Jimmy [47:38] earlier was telling me that you're X Y and Z and that you've done this and you've done this got it so it's this is it fair to say that this is where you're currently at right now this what you're trying to achieve great well this sounds [47:46] like this would be a good call for you and I think we're we're going to we're going to figure something out together whatever right and so the thing is is that you never want a customer to repeat [47:54] themselves right that's not a good experience experience overall and the flip side is it's kind of like binary like repeating is really negative but [48:01] you repeating to them what they told you is exceptionally positive and so it's this really binary swing in terms of like this can hurt the sale this will [48:10] help the sale and so it takes five minutes and most of the time you should be taking notes on your sales calls anyway so that you can look like you're [48:17] actively listening which you should be and that way guess what happens to those notes after the closer closes they get passed on to customer success and then [48:25] they say so I you talked to Steve you talk to Jim and these are the things that you decided on I think we're going to be able to help you out with insert goal and the way that we're going to [48:33] help you insert goal is by following step one two three so let's get started right and so by setting this seamless experience from click to close from [48:41] Setter to closer to to onboarding you create an amazing process for prospects to go through and again you can solve so [48:51] much of this and blow prospects Away by just preparing for 5 minutes and either you do the research or you at least read the notes before the call the next one's [48:59] a small one but we have one in our sales room which is uh a mini trampoline and so I used to take 20 25 in-person sales [49:07] sales consults per day and so that could be very tiring and on my really Hercules days I would see 4850 people oneon-one [49:15] or one on two uh every 30 minutes right and so I would get exhaust so one on1 102 for 12 hours is 48 um is what I [49:23] would do is I would do little mini J trampoline jumps between sessions to kind of keep my energy up and mostly to keep my mood up because I would start to [49:32] get beat down when you have your 25th or 30th conversation that the exact same conversation of the day it starts to drain you and so what I figured out was [49:40] you cannot be in a bad mood and jumping on a trampoline at the same time so try it like seriously you can jump on a TR like you can't even do it and frown it's [49:48] ridiculous but it really works and so I did it and I highly recommend it if you're somebody who struggles to keep your energy up or keep your tone [49:56] positive uh when you have like a long sales day now that we covered what happened before the sale now let's talk about the actual sale as it begins opening up the sales [50:04] conversation you need to as quickly as possible set the agenda of what's going to happen so I actually think a lot about proof promise plan just like we do [50:12] for YouTube videos just like we do for short content because humans are still humans their attention still works the same way and just like the opener to a [50:20] piece of content can dictate how well the entire video goes or How likely someone is to pay attention the same thing is true about how you open a sales [50:28] call and so think of every single thing that I'm going to talk about for this whole portion about as things that increase the likelihood that someone [50:35] purchases and so fundamentally it's my belief that the way sales work is that we have 100 golden BBS we have a 100 tiny things that each of them increases [50:44] the likelihood that someone purchases and so I will share this one perspective with you on sales then we'll get into it which is BF Skinner who's a behavioral [50:51] psychologist said this quote he said people say you can lead a horse to water you can't make a drink he said I wholeheartedly disagree he said if I [51:00] 51 minutes dehydrated the horse bled it out and salted its mouth and I put water right in front of it when it's on the ground on a hot day he said I can veritably [51:08] guarantee that it will drink and I kind of see sales the same way which is that if you control every single variable you could in theory close every single [51:15] Prospect and so I like to think about it that way as though all of these things are under my control so I start sales [51:21] the same way that I start content which is proof promise plan and fundamentally I do this because [51:30] I believe that humans are humans and if you want to gain someone's attention and have authority and have them want to wait until the end then if you can do it [51:38] that way when you're not there to reinforce them or force them to stay on the call and you still get people to stay to the end then this absolutely works when you're also there to [51:46] reinforce them on the call and keep them going to the end and so I actually think this is one of the easiest ways and proof promise plan only takes 15 seconds [51:53] maybe 20 so you can absolutely get to the point and so when you start on a sales call it works more or less the same way which is John decided to get [52:03] get going with you on this thing this big promise that we're working on uh we've done this with lots of other people who are just like you and so this [52:11] is the process that we're going to do and at the end of the call we're to see if it makes sense to move forward if not no sweat I'm going to still send you on your way with stuff that could help you with the problem overall right and so by [52:19] doing that we still set out our proof promise plan right at the beginning and what I have found in my opinion one man's opinion is that you actually gain more report I actually got on a sales [52:27] call uh yesterday with uh a banker for one of the portfolio companies and they were trying to bring our business over [52:34] and uh he said hey if you don't mind can we just skip the foreplay and I was like I I just immediately was like I love you for saying that and he's like let's just get right to it and then he set the [52:43] agenda and it was awesome and so I could tell obviously he was a super you know very very hot multi-million dollar preyear salesperson because we have big counts uh and so the same thing is True [52:51] For You especially if you sell B2B like get to the point and when you set theend that way you actually control the frame because you told them how this call is [53:00] 53 minutes going to go and if you don't know how the call is going to go you don't know what you're doing and then it looks like an increased likelihood that you waste that person's time and so you having an [53:08] agenda also shows that you have done this before that you're a professional that you know what you're doing so the next one is follow the script so I [53:16] actually asked my sales team uh to tell me I said what are the things that I shout at you guys that uh that have helped you a lot so some of these isms [53:24] are directly from the horse's mouth via other horses horsing it back to the horse uh but I I say follow the I'll put [53:31] a little asteris here follow the [ __ ] script now the reason I I want to highlight this is that if your team does [53:38] not follow the script there is no point in having a script and so script adherence in my opinion is the first thing that you drill I would rather have [53:47] 100% of my team saying the script word for word and Us close no one because then I could then close change the script and then get everyone to close [53:54] because if everyone follows the script and doesn't close you have a script problem if people aren't following the script you can't change anything because [54:02] then you have to do it all onesie TWY all over the place now to be clear a the script is basically up to the ask after [54:09] the ask you have the loops that you're going to do the overcomes that you're going to drill with them and sometimes that leads you down a different Christmas tree but the first part of the [54:17] sale the first two-thirds of the sale should be pretty much word for word the same their answers will change but the actual scripting Remains the Same so [54:24] there's different levels of following the script the very surface of that would be actually just saying the words but there are a lot of other things in [54:33] communication like if I slow down what I'm saying right now it sounds really important and if I speed up what I'm saying what it sounds is going to be really like interesting and I'm very [54:41] excited about I'm transferring that to you and you might increase the speedo as you're approaching the close but then when you go for the ask you might slow down you might lower your voice again [54:49] and the thing is is that you can also change the meaning of a sentence by changing how you say it so I got this from Jason F FL was a good [54:57] um and he said and I love this one I didn't say he hit his wife which implies that I wasn't the one who said it I [55:03] didn't say he hit his wife I didn't say he hit his wife I didn't say he hit his wife I didn't say he hit his wife I [55:11] didn't say he hit his wife I didn't say it his wife each of those sentences are all the same exact words but mean very [55:19] different things and so one is you can change the meaning of a sentence by where you emphasize the next is your [55:26] ality so me going low or me going high both of those things can change what a sentence means so if I say a statement like you're doing 3 million a year [55:35] versus you're doing three million a year those are two very different things one is a question asking somebody to respond back and the other is me just making a [55:43] statement and then moving on and so you can increase or increase the tone of your voice at the end of a sentence which then implies that you're asking [55:50] for a response from the Prospect and so one is you have emphasis which is where am I going to [55:58] pause the second is that you have tone which is am I going to go low am I going to go high and how is it going to change throughout the sentence and then finally [56:06] you have pacing where do I slow down when I really want to make sure that you hear every word that I'm saying because it's very important and this is a matter [56:15] OFA tone to increase trust with the prospect because what I'm sharing is something that I haven't told other people or whatever right and so pacing [56:23] can go slow and fast toning can go up and down emphasis is where you pause and so when you're following the script or [56:30] making the script you want the script to have a tone guide with it and so you could have XY z w as the words and you [56:38] can use the things on a word processor AKA Google Docs or whatever you type stuff on and you can say if I underline [56:44] it means slow down if I put this in all caps then it means emphasize this if I [56:52] put this in italics then it means create space whatever so so the nice thing is that on word processors you have [56:59] underline italics bold and caps and so those things give you four different kind of cues for the closer so that when [57:07] they're reading the script they know how they're supposed to read the script and so when you're drilling the first thing you're going for is actually saying the [57:14] right words once you have a team that can breathe the script which they should do very quickly because it's not that many words you should only be looking at [57:21] you know 12 questions that you might be asking maybe one follow-up or two for the questions not something that's like the Gettysburg address here right which [57:29] you still memorized when you were in sixth grade anyways and so and you did it for free rather than getting paid for it all right here the 2011 version of [57:37] following the script is saying the words the way they need to be said in order to increase the likelihood that the person buys all right so now that we have okay [57:44] you have to follow the words we emphasize tone and pacing we can write the script in a way that helps the closers uh have the right tone at each [57:53] portion of the sale then we can move on to the actual scripting itself now I have used something called The Closer framework for a long time I don't think [58:01] that this is magical it just is an acronym that people remember more than anything um and if people remember it then it means it's been effective at [58:10] teaching them because if they remember it then it changes their behavior they have learned and so there are probably more complex ways we have a different scripting process that I call the [58:17] diagnostic script I've made a big video about that but for the vast majority of sales calls that are specifically transactional so it's one call two call [58:24] closes I usually follow this structure and so the C stands for clarify why they are here all right and so if you get on [58:33] the phone and someone says I just want to have more information people don't get on the phone to get more information no one wants to learn stuff people get on the phone because they want to solve [58:41] a problem and so we need to get really clear we clarify the problem that they're like why are you here this is that the question that we're answering [58:49] now it's like why'd you take the time to hop on the call today what made you reach out to us what made you op on the site and what you want to ask in these types of questions that are clarifying the problem are reminding them of [58:58] actions they took to show up on your call and so the thing is is even if you're outbow no matter what every lead that you talk to is engaged meaning [59:06] they've taken one action towards you so hey what made you what made you comment on my post what made you respond to my email what made you set a call on my calendar no matter what it is what made [59:14] you pick up the phone and and keep listening to me like they've always done something to uh now obviously if you're in a close you're probably not closing [59:21] on on a cold first Outreach right um they've done something at this point to indicate interest and we will remind them of the interest and then tie that [59:29] to a problem they're trying to solve all right then we label them now I this is like the shortest part of the script but it's incredibly important all right [59:37] which is you label them with that problem so you've clarified it but you said okay so just to make sure I'm clear [59:44] you are here you want to get here and this has been the issue that's been holding you back what you're essentially doing is establishing the gap between [59:53] present and desired and sometimes the obstacle that they believe is standing in their way once you have that you have now set the table for making a sale [1:00:01] because now you have this is where you want this is where you are this is where you want and we've got this big dragon I think I can give you the sword to slay it or I can slay it for you whatever the [1:00:10] next part of the sale is overviewing past pain now the reason the overview of the pain is so important I call the pain [1:00:18] cycle is something that I've actually only learned about I I learned this while I was selling I just knew that talking about people's pain and what [1:00:25] they done before got more people to buy I didn't know why I just knew that that ended up always being the case now later I know a little bit more about sales uh [1:00:34] and more just human behavior and deprivation creates motivation and so if [1:00:41] I am hungry I am motivated to eat if I'm tired I'm deprived of sleep means I'm [1:00:48] motivated to sleep if I am if I haven't seen my wife in a few days I might be motivated to do other things you get the [1:00:56] idea if you're deprived You Are by definition motivated to end the deprivation and so what we want to do in [1:01:03] the sales call is basically expand the deprivation we want to bring their state of deprivation to top of mind so that in [1:01:13] the moment we can increase their deprivation which then rubber bands back to increasing motivation to solve it and so if you've probably seen you know [1:01:21] political polls where they're like what's the topic of this election what they do is they specifically choose topics to deprive the population of so [1:01:29] that we say this is now more important for us it's not that education isn't important but for apparently this election it's not no one's talked about education right but in different [1:01:38] elections they've been like this is a big problem and so then that becomes the thing that everyone talks about and then that's the main reason people choose the people that they're going to elect and [1:01:46] so this deprivation motivates a change in behavior and within the context of sales that means taking the action to [1:01:53] move forward in the sales process or taking the action to buy this is why the pain cycle is so important and so I have [1:02:02] a little ISM that I have in my sales team which is the pain is the pitch like the pain is the thing that often it's [1:02:08] the Gap we have to make sure that they have it's like well I tried this thing and I tried this thing and I tried this thing and so we want to quantify how [1:02:16] much they've spent so far in time and effort and what the impact that's been on their status within their community [1:02:22] and how much it's costing them to not do this every day so this is the cost of inaction or the cost of failure every [1:02:30] single day that they don't achieve this thing whatever it is that they want and the reason we highlight those pains is because it creates urgency it creates an [1:02:37] increased likelihood that they act so the pain cycle that I ran with like weight loss for examples what have you done so far to try and lose weight and then when someone would say I did Weight [1:02:46] Watchers or I did you know whatever it didn't matter I knew what my pitch was going to be because I had a three three-pillar pitch which we'll get to in [1:02:54] the S we which I would always try and highlight the good things of the things they did and the things that it was missing when they brought it up and so [1:03:02] if someone said hey I did you know Weight Watchers I would say great so they gave you nutrition I was like but I'm guessing you kind of bounc back now remember everything they've done is an [1:03:11] advantage for you because they are here in the sale which means it did not solve the problem and so I remember even having somebody came in who's like I already have a personal trainer and I'm [1:03:18] like yeah he's obviously not doing a good job but she just looked at me sideways I was like you're here and so she was like fair right and so then I closed the sale but the thing is is that [1:03:26] so you know Weight Watchers was they had nutrition and they had accountability but they didn't have Fitness right and so you lost the weight then you gained it back because you lost muscle when you [1:03:33] did it oh that's why it didn't work six from gold all we have to do is fix this one thing and then we can get you success uh oh I did the gyms before but it didn't work for me well did they give [1:03:42] you a personalized food plant well you know what they did okay did they hold you accountable to doing it no they didn't okay so you had Fitness and Nutrition you didn't have accountability because if you have Fitness Nutrition [1:03:50] and accountability you can't fail fundamentally if you eat the food you work the work the working out and this actually makes sure you do the first two you're going to lose the weight right [1:03:57] and so every business has I call a three-pillar pitch that's buried inside of it so I was making I always tell the story because it's a fun one but I was [1:04:05] making a sales script for a marketing company that was selling leads to mortgage brokers and Realtors I spent the whole morning being like what are the three things like what are the three [1:04:12] things that makes an amazing lead and so it's like okay well you want and I came up with you want leads to be timely you want leads to be uh qualified and you [1:04:20] want them to be exclusive right and so basically it's like it's basically going through b it's like you want them to have the budget you want them to have [1:04:28] the timing and you want them to have uh the authority and or need right and so obviously the need was established because they were leads in already indicated interest right and so was [1:04:37] really just controlling for the other three in the three-pillar pitch and so when we were talking and so when we scripted it out it's like oh have you ever done have you ever bought leads in [1:04:45] the past and if they had and obviously they weren't having a good experience because they were on the phone with us be like oh what was it and all we had to [1:04:52] do was pick out oh you you were getting leads from Zillow but they weren't exclusive to you right and so you had to [1:04:59] compete with 20 other guys so you had good quality leads they had the budget and they had the interest and presumably the authority to make a decision right [1:05:07] but but they weren't exclusive to you and so that was the problem and if You' had leads that were exclusive do you think you'd be able to make money they're like oh my God if I had an exclusive it would been great you're like awesome boom established the Gap [1:05:15] figured out the poll in between boom we can pull him over we can help you out right and so every pitch usually now to [1:05:22] be very clear I'm not saying that it's always three things that triangulate a sale I'm saying that humans tend to [1:05:31] think in threes and so when I make a sales pitch I try and chunk up to the three big things so you might be like well we have a seven-step process it's [1:05:38] like fine Chunk Up Until It's three so nutrition I could break down into like okay well we've got calories we've got macronutrients we got micronutrients [1:05:46] we've got meal timing we've got meal composition like I could get it I could get as fancy as we wanted to to create more components but you just want to [1:05:53] chunk up to three because people tend to remember it now when you get to the S which is the sell the vacation which [1:06:01] I've already kind of gotten into we want to talk about the vacation we want to talk about Maui we don't want [1:06:09] to talk about the plane flight we don't want to talk about TSA we don't to talk about taking shoes off going through security you know getting padded down uh [1:06:17] how how bumpy and you know it's going to be on the on the plane the food you're going to have to eat the person sitting next to you is going to smell bad like we don't want to talk about any of that we want to talk about Maui we want to [1:06:25] talk about the experience of what it will be like when they've accomplished the thing the the transformation that we're selling whatever it is now when we [1:06:34] have the three-pillar pitch I like to make the statement of what you need like exclusive right or it needs to be nutrition you need to have whatever the [1:06:43] pillar is you make the statement and then you give the metaphor all right and so this is how I do my three-pillar pitches and normally a three-pillar [1:06:51] pitch shouldn't be longer than 2 minutes and so if you're like wait a second so this whole sale I'm only going to be talking about my product for like two [1:06:59] minutes yep because you want to be talking about the prospect not the product and so if I want to get into a new organization and I want to figure [1:07:06] out how to sell I'm going to spend 90% of my time trying to understand the pains remember for motivation the Pains of the Prospect and once you know the [1:07:14] Pains of a prospect and this is me just you know taking my ethical disclaimer hat on you can sell them anything because fundamentally if you [1:07:22] know where someone is and you know where they want to go and you know the things things they've struggled with if I wanted to sell supplements you just sell that as the bridge between where they're [1:07:30] at and where they want to go or you sell nutrition coaching or you sell Fitness or you sell all three it doesn't really matter you could sell your piece of [1:07:37] equipment either way you're going to have where they're at where they want to go difficulties they've had and then you just Bridge it with the product but most [1:07:45] sales teams spend all their time trying to train people on the product and not the Prospect and so then they sound really ill-informed and ask stupid [1:07:52] questions that anybody who knew more about the prospect would already know the answer to it so I'll give you three of my my favorite kind of metaphors um [1:08:00] 1 hour, 8 minutes that I used to use around uh accountability uh and so I had the three-pillar pitch one is I would just the fact that I would call it the three-pillar pitch I call the three legs [1:08:08] the stool and so I was like you can have if you have two then the stool Falls over right you can maybe balance it for a little bit maybe you did do nutrition [1:08:15] and accountability for a little bit with Weight Watchers you lost 50 but you G back 60 and they like yeah like right so you had it it balanced but then it fell over right but if you have all three and [1:08:23] I could use my hands and I would show them that then they'd be like oh I get it it's like yeah this is what you need in order to be successful this so I make [1:08:30] an analogy or metaphor of what the three pillars that we have and how it relates to something that's a strong structure now does the Dynamics of how a stool [1:08:39] stands have anything to do with SEO or how we get leads from mortgage brokers [1:08:45] no but it helps people understand and so fundamentally what a metaphor is is it Compares something they don't understand [1:08:53] your thing that you sell with something they do understand and you make parallels fundamentally by the way this is what teaching is and so if we want to [1:09:01] have a metaphor so I use I use these two for accountability which absolutely slay one I got from Alison Prince the other one I got from Tom Miller so I'll give [1:09:08] you the toothbrush one so you say hey uh when you were a kid did you hate brushing your teeth right all of a said or if they have kids it's like do your kids hate brushing their teeth yeah of [1:09:17] course but you know and so every night you're like hey brush your teeth they like brush the teeth and they go to bed and now you're an adult do you brush [1:09:24] your teeth now and the answer is yes most people do if you have a weirdo then maybe you shouldn't sell them anyways so you brush your teeth now of course okay [1:09:32] so what happened was in the beginning you had external accountability your parent was your coach saying hey kept reminding you kept reminding you kept [1:09:39] reminding you and then over time the positive reinforcement of doing the behavior became the internal motivation to stick with it and so what we're doing [1:09:48] is we're going to artificially become that external motivation that you need in the beginning to create the Habit so that you can do this long term right now that's I would sell accountability and [1:09:57] so me saying that notice I'm not saying hey we're going to reach out to you this many days and we're going to be on this channel of communication these are the the response times I just say big [1:10:06] picture you didn't brush your teeth and you hated it and now you brush your teeth and you don't miss a day and the big thing that was the difference was this thing and that's what we're going [1:10:13] to provide to you done then a different version of this was uh The Amazing Race in The Amazing Race uh they actually had [1:10:20] to change the rules because there was a couple that won too many times that they had had to say they had to dismantle their advantage you know what the [1:10:27] advantage was well what they would do is whenever they get dropped off this new area they would find a local person put him in the back seat pay him for the day and say hey help us get to this place [1:10:36] and because they had a local they beat everyone else who tried to do it on their own and so what I want to do right now is I've been to where you're going and I've been in the backseat with a [1:10:44] hundred other people just like you and I can be your backseat driver because it'll give you an unfair advantage that makes sense done you've already moved on from the pillar right and so that's how [1:10:52] you explain that's those are two metaphors to explain something right and if I sold supplements I would give metaphors around uh you know protein or [1:11:00] 1 hour, 11 minutes whatever right and so the whole idea is that you want to know what your three pillar are and then you want to know uh an analogy that makes it more relevant if I was selling SEO I'd be like hey [1:11:09] well think about your ads as your paycheck that you get every month you have to put you have to put work in make new ads put money in but you get money out immediately think about SEO like an [1:11:17] investment account you're going to put money in but it's not really going to be much for a while but eventually it starts compounding and then within one year or two years it's going to be [1:11:24] bigger than anything you could do actively right but it just takes time so it's just like an investment account right and so that's my analogy so you've got SEO and paid traffic it's the same [1:11:32] as income and investment right and so whatever the three things that you're selling are you just want to have a clear analogy that someone can just say [1:11:40] got it because if you start getting into details you get into the weeds and that's where you die and by the way if you're working leads because you didn't work them fast you didn't work them [1:11:49] enough and then you get ghosted at any part in the sales cycle just send them a meme just send them a meme like there's the Kevin Hart meme where he's like [1:11:56] where you at um and it actually has the highest response rate out of any messages that we've sent just sending the meme and so uh that that Meme has [1:12:05] made a lot of salespeople a lot of money and so you can just send that to your cold pipeline send it to 200 guys uh and you'll probably get five to 10 that just [1:12:14] re-engage off of that and they'll probably laugh and then you're back in the saddle and I'll explain why closes die in the details when we get into the closing section all right now the last [1:12:23] two pieces are actually around closing which is is if you've sold them at this point you've said hey does that sound good you're ready to move forward ready to get started ready to get some traffic [1:12:30] to your site ready to start losing the weight ready to start getting back to that High School weight whatever it is ready to ready to insert goal that's how you know you can ask for the sale great [1:12:38] let me get your ID or whatever let me get your information start moving forward then if they don't say yes you explain [1:12:45] away concerns all right this is fundamentally closing this is objection handling which is the perfect thing to [1:12:54] get into right now now that we've covered the open now we have to get our money we got to close before I dive into to the tactics one I'm going to be [1:13:02] bringing in audience objections so we pulled my uh YouTube audience and said hey what are some of the objections that you guys are struggling with so I'm going to be uh overcoming some of those [1:13:09] now live and on top of that I want to preface with the fact that you should train sales back to front so what do I [1:13:18] mean by that you want to make sure that someone knows how to collect payment and process as the first thing that you you [1:13:25] teach a closer why because if they don't know how to do that they have a 0% chance of closing and so the next thing that you would teach someone is how to [1:13:33] ask for payment and how to ask for someone to get started because if they don't know how to do that the likel that they close a sale is zero and so a lot [1:13:40] of people start at the top of the script when they start teaching a closer but it's my preference to start at the bottom of the script because that is what's required to close that being said [1:13:49] where does closing begin closing begins once someone says no and to be very clear just be because they said no once [1:13:58] doesn't mean they're saying no forever or they're going to say no over and over again and we have to train and expect no that is the job of sales if every person [1:14:06] immediately says yes honestly you're not really required we could just record the video put it in front and then just put a buy button and to be fair Tesla does [1:14:14] this and they they do a pretty good job of it right and so depending on how good you are at marketing you might not need sales at all but under the assumption that you're not the perfect marketer and [1:14:21] people come in with more questions or more concerns when they say no is when closers Step Up So before I get into all [1:14:28] the things that we can go for I want to break down the one time where you shut up all right which is if someone says [1:14:36] yes and says yes I'm in shut up and close the sale do not sell yourself out of a sale and this is something that a [1:14:45] lot of beginners do they get excited when the person says yes and then they start bringing up more details and then those new details increase the [1:14:53] likelihood greater than zero that they take a yes and turn it back into a maybe or take a yes and turn into a no the moment you have agreement you shut your [1:15:01] mouth you ask for payment information and you close yeah it's like you're you're at the bar and you're like hey you want to go back and she's like sure and then you're like oh yeah I'll show [1:15:08] you my Star Wars collection she's like actually just kidding it's like no you wait and then you show her the Star Wars collection because it's sick but you [1:15:16] don't say it until you're back right that's the idea save your Lego Star Wars lightsaber [1:15:23] for after she gets back the next one is that if someone says anything that you aren't prepared for it's because you are [1:15:31] underprepared and so prep equals smooth [1:15:40] meaning you should in one breath know exactly what you're going to say back to the person when they have any kind of [1:15:47] objection if someone says I got to think about it or hey you know like give me a day or two or hey I got to talk to my spouse or um you know I don't really like this particular thing about the [1:15:56] product you should already be like take inhaling to begin the next part of your clothes now to be fair or to be clear [1:16:03] you don't want to make what you're about to say sound like an obsolute overcome or sound like a pre-recording and so I made a whole video about the AAA method [1:16:12] which is you acknowledge then you associate and then you move on in the sale and you ask your next question that is what gives the appearance of a more [1:16:20] natural sale meanwhile the whole time there's nothing they can say that you should not already know the answer to because it is your literal job to have [1:16:29] this one conversation 10 times a day for your entire life and so the fact that a prospect can say anything that surprises [1:16:36] you just says that you are underprepared that being said once we are prepped we expect and plan for no and no is not a [1:16:45] failure it's to be expected so what happens as soon as someone says I'm not sure I need to think about it whatever [1:16:52] so what I want to do is give you my rapid Fire series of questions that I ask prior to get into anything that's real closing all right and so the [1:17:02] questions that I ask are in order first off what's your main concern all right so if I'm early on in the sale and this is the first no I get I'm like hey [1:17:10] what's your main concern because they say I need to think about it you say cool what's your main concern and then you're right back in the sale it's not like oh I need to think about it the sale's over it's what's your main concern let's talk about it together [1:17:18] let's figured it out now if you're further on in the sale then I like to ask a little bit harder questions so would be like hey what are you afraid of having happen right like dude I just [1:17:26] need to think about it's like dude what are you afraid of right what do you what do you think's going to happen what what's the big thing that you're trying to avoid right I ask that question because it gets to the heart of the [1:17:34] issue and what you hear after that is usually the real obstacle and that you cannot overcome rather than I need to [1:17:42] think about it which you can't right and so all of the things that uh get around stall overcomes all basically try and [1:17:49] tease out why they're stalling and how to make a decision and so from there what's the concern what are the variables you're using to make the [1:17:57] decision and my my final two that I love very close to my heart is what makes this a [1:18:04] yes what makes this a yes and if they can't answer that question then you can say well can I share with you some of the the decision-making variables that I [1:18:11] often hear when I when I ask that question sure now what makes this and this is a really good one if they're like I'm just not sure then you're like [1:18:20] totally understand what makes it a and so people are so afraid to ask what it would get someone to not buy the [1:18:28] thing is is that you've had this conversation more times than them and so sometimes they're like I you know I don't really know you're like that's [1:18:36] amazing acknowledge and then we associate it's like well it sounds like you know believe it or not you're a [1:18:43] totally normal person because anybody who'd be making a decision like this really fast would be crazy we wouldn't want to work with them um but it also [1:18:52] sounds to me like this is just that you're nerous about making the decision which makes you just like all the people who end up buying and getting amazing [1:18:59] results and so now I Associated their what was once I need to think about it to I don't know what makes this a no [1:19:07] which then you circumvent by saying oh it just sounds like you're afraid of making the decision which makes you just like other people who get amazing results because it shows that you care [1:19:16] if you care you're going to follow through and you're going to do amazing if you don't care this is going to be awful and so it's actually better that you had this [1:19:23] fear and so now we've Associated and then we ask the next question which is ready to rock and roll and no like there [1:19:30] it's like you can even feel feel my tone change in how I'm saying like you ready to go ready to rock let's do this right and so that's how I like overcoming lots [1:19:39] of stall uh stalls which is what you're being concerned what are the variables you're make using to make the decision what would it take for this to be a yes and what makes this a no right all great [1:19:48] ways of segmenting around it without even having to get into more of the uh standard closes around uh I have to think about it to [1:19:57] give me some more time so one of the big things that I like to train with our team is something that I call allpurpose closes and so allpurpose closes are the [1:20:05] are the 8020 um of closes so these are closes that uh pretty much work in all situations so you have to know price [1:20:13] overcomes you have to know stall overcomes you have to know decision maker overcomes you have to know preference overcomes so that's when somebody's like I don't like this particular feature or I don't like it [1:20:22] that you do it this way um you to have overcomes for all those things but the allpurpose closes uh work in pretty much [1:20:29] all scenarios because all of them basically chunk up and get yourself out of the weed so you can just make the big decision overall so an allp purpose close might sound like do you think the [1:20:38] reason that you're on the phone today is because you've struggled to make this decision in the past and so that works no matter what thing that they're they're bringing up whether it's their [1:20:46] spouse it's money and you just call it the reason so it's like oh do you think like I think it's a lot of money say do you think that uh the fact that you [1:20:54] hav't invested in the past is the reason that you're not successful right uh I need to talk to my spouse do you think the reason that you haven't been successful so far is because you've [1:21:02] needed to talk to your spouse for all these things you've always needed to get permission do you feel like the fact that you struggled to make decisions in the past is why you're on the phone with [1:21:10] me today so like it doesn't matter what it is is whatever they say you say you think the reason like you just take their objection and add do you think that's the reason that you haven't succeeded because they haven't succeeded [1:21:18] yet that's the thing that you have to your advantage they're on the phone they have the pain and so you just say whatever their thing is that's the reason right now there's another one [1:21:26] which is just the the 1 to 10 Close which is hey on a scale from 1 to 10 uh 10 being you know Fair let's do this one being like let's let's never talk to [1:21:34] Alex again your breath stinks I hate you uh you know where we at now it doesn't really matter what they say you just say after that well what would make it a 10 [1:21:42] which is another version of like what would it take right but just framed differently so what would it take now if they say a six then you can also say why [1:21:50] not a one and they're like well because you're great and you're awesome and all these things then you have them say it not you and you're like awesome so what would make this aent and sometimes they [1:21:57] just give you the one or two things like oh I must have done a poor job of commun that we'll totally take care of that for you so sometimes they bring up features that they specifically wanted or some [1:22:06] element that you can reframe your existing stack and just saying oh we satisfy that problem for you I just didn't communicate that well are we feeling tennish is how I like to say it [1:22:13] we feeling tennish awesome let's get go let's get going right so allpurpose closes you should know like the back of your hand there's a bunch of other ones [1:22:22] I'll just leave it there otherwise the whole rest of the video would be over overcomes with allpurpose causes the next one is a big big big one which is [1:22:29] details are death traps all right and the reason that deals are lost in the details is because not for what you [1:22:37] think the reason that details lose deals and that they are death traps and let's see if I can use more deal iteration is [1:22:44] because you don't get to pick whether your answers are correct or not so if someone says hey how many days a week [1:22:51] are you open if you answer I call that a blind answer so it's basically you rolling the dice that whatever you say is the right answer which you never want [1:23:00] 1 hour, 23 minutes to do as a Salesman and so whenever someone's asking a question about a detail what I train our team to do is ask a question about their question and [1:23:09] so we say oh well how many days were you looking for or what days a week were you do you need it to be open right because now based on their answer I can then [1:23:16] hedge or frame my answer in a way that increases the likelihood that we close and so kind of like lawyers when they're cross cross-examining uh you know uh [1:23:26] somebody on the stand they never ask questions they already don't know the answers to and so you as a Salesman should never answer questions you don't already know the answers to and if [1:23:34] someone really presses hard on something this is where you appeal to the authority of the business rather than yourself and so you say hey totally fair [1:23:44] question I would say it's kind of like asking the secretary at the heart surgeon's place like what's wrong with your heart without having seen the heart [1:23:52] surgeon yet or the alternative this is the mechanic close which is like hey I totally get this is super important um I [1:23:59] can't ethically answer your question right now because we haven't brought your car into the shop yet right so be like you asking you know a mechanic hey what's wrong with my car before you [1:24:07] brought it in like we got to look under the hood before we can tell you what's going on with it and I used to use this whether it was hey I can't I can't tell you what's wrong with your diet they' be [1:24:14] like hey well what kind of diet are you going to be giving me I'd be like honestly it's going to depend and so it's going to depend on these things and this is where you close it you say and [1:24:21] if anyone ever gives you an answer before looking at that stuff run the other way because they're just trying to sell you stuff they're not trying to [1:24:29] help and so as soon as you say that you have the moral High Ground done you're out of the details you're out of the weeds and you zoom out right and again a [1:24:36] lot of these a lot of these allpurpose closes zoom out because people get lost in the details they try and find something to nitpick and every salesman's experience knows that like [1:24:44] you die in the details one because it's not your expertise two they get to tell you what's right and so you want both of those are terrible things that you want [1:24:51] to avoid and so this is where hey sometimes you have to to say I'm be like hey before we get deep you know deeper in this fundamentally you want this [1:25:00] 1 hour, 25 minutes outcome we sell this outcome what's get in the way here all right and where we get into details and this is the theory [1:25:07] behind this that you should understand is that a detail obstacle is actually a preference obstacle meaning I want to [1:25:15] have my cake and eat it too I want your results but I want them my way you can't have that and so one of the ways you can overcome this is this is specific to a a [1:25:23] detail CL close you say Hey you change the variables you change the outcome I can tell you that if you do things our way we'll get this outcome and I also know from what you told me earlier pain [1:25:32] cycle that you've tried a lot of other ways and what you have been doing hasn't been working for you see I'm lowering my tone I'm seeing really reasonable right [1:25:40] um it hasn't been working for you and so like if you're willing to give this a shot I know that these are the numbers that we can do if you follow this process does that sound fair right and [1:25:47] when you say it like that you sound very reasonable and then you can close and so a lot of times when you get caught in the details it's because they want things their way and they want your [1:25:56] outcome and you can't have both I'd have people say hey uh I I see this meal plan can I just eat what I'm eating uh on the challenge I'm like no because I was like because eating what your eating's got in [1:26:04] the body that you got I was like and you want this body which doesn't come from that food and if you're talking to a business owner now obviously like I have to have poor to make that joke um but if [1:26:13] it's a business owner it's like no you can't keep doing what you're doing right you can hear my tone change no you can't do it keep doing what you're doing because doing what you're doing is gotten you where you gotten right you [1:26:21] got to change to change right and so that's like it always usually levels up so you got to change to change you got to change the got to change the variables to change the outcome right so [1:26:29] don't get lost in the details and the first response to any detail question is asking why they care about the detail and so you want to ask specifics about [1:26:38] the detail so if someone would say hey uh you know what what certifications do your trainers have i' be like which certifications you looking for and they'd be like uh I don't know it's like right and i' be like it sounds like you [1:26:47] just want to make sure that you're making inform decision what I can tell you is right and so I was always what I can tell you is and I I it's like it's muscle mus memory uh what I can tell you [1:26:55] is is that each of my trainers are certified in three different ways and they're master trainers because they've done over a thousand sessions because I'm guessing the reason that you're trying to ask that question is because [1:27:03] you want to make sure that you're safe does that sound fair yes well let me tell you this we haven't had a single injury in the last two years does that make you feel better great boom right [1:27:11] and so you want to Chunk Up the reason behind the detail and so if they say hey how many you know how many emails can I send to your support team let's say you had you had no emails for your support [1:27:20] team you'd say well one how many questions were you looking for right and then they're never going to be able answer that question but even if they did you'd say well it sounds like the [1:27:29] main reason that you want to again reason the reason behind the reason that you want that is because you just want to make sure that you fully understand things if you fully understood things [1:27:36] hypothetical if you fully understood exactly what to do would you have questions well no great well then if we just make sure that you understand [1:27:44] exactly what you like you don't leave the sessions with our team without knowing exactly what you're going to do you understand every single one of those points that you'd feel okay great well [1:27:53] that's what we're going to do ready rock and roll right and so you can you never want to get in the details you either question the detail or circumvent it by [1:28:00] 1 hour, 28 minutes trying to guess the reason behind the detail and then chunking up and closing that way but details are where you die and finally of course you can mechanic close or secretary close your way out of [1:28:09] it and say hey I can't ethically answer that question because we got to bring your car in and look under the hood before we can actually give you an honest answer and it's going to depend [1:28:17] so the next one is the AAA system now I made an entire training on this because it's so important but I'm just G to give you the high level on it which is [1:28:24] whenever someone asks you uh a question or they give you some sort of objection you want to follow the Tria framework [1:28:32] and I realized this only years into teaching sales that this is what separated my top salespeople from my mediocre sales people and they did it [1:28:39] naturally and I never caught it which is that they first acknowledge what the person said so the reason you do this is twofold one is [1:28:47] because it buys you time to think about what you're going to say next because uh they say something you repeat it back to them it's like oh so it sounds like right it's you basically say the last [1:28:55] phrase back to them so it buys you time and when someone hears you rephrase what they just said it builds Rapport because it looks like you're actively listening [1:29:03] which you should be and so one you keep Rapport and you give yourself a little bit of time a little bit of breathing room then you [1:29:11] associate what they said with either something positive which is like hey that's a smart question or that's amazing or uh totally understandable like those are just I would say generic [1:29:19] neutral associations or you make an association with someone that you just talked to earlier that day somebody who used the product and loved it and got [1:29:27] amazing success or some Authority in the business who gave you Insight that they don't know so it's like that's an amazing question I actually just talked to our senior engineer earlier today and [1:29:35] he actually told me this can I share it with you right that allows you to sell a harsh truth to somebody without actually attacking their character and so if [1:29:42] someone says something uh that's way off I'd be like totally understand where you're coming from uh I think it's a super fair question do you mind if I uh share something that I talked to someone [1:29:50] earlier this morning had the same issue as you and it helped them get over it now again I'm not now saying this to you I'm telling you what I told them and I [1:29:58] just happen to be telling you so I'm not insulting you I'm telling you my harsher truth that I told this person and then you can connect the dots and so by having those associations it creates [1:30:07] foils for people's egos so you can have more direct conversation indirectly and then the last part is obviously just ask so you acknowledge you associate then [1:30:16] you ask the next question and that's how you move forward in the sale because this is a law that you must understand about closing key [1:30:25] who asks the most [1:30:32] times gets the most [1:30:39] sales this is a law he who asks the most times gets the most sales and the reason [1:30:46] that this is so important is because asking when you ask wrong usually loses you sales and because they don't want to [1:30:53] talk to you anymore and so if they get into a bad mood they don't buy and so how do you reconcile asking a lot of [1:31:00] 1 hour, 31 minutes times closing the most sales with when you ask wrong people stop wanting to talk to you therefore you can't ask more times what Bridges this Rapport and so [1:31:09] the reason this is so important is because it gives you unlimited shots on goal you stay in the saddle you stay in the sale rather than getting knocked off [1:31:17] and you can tell when someone's complete demeanor changes they close off you've already lost the sale right you lost them you lost Rapport and so by ackn ning what they say associating with [1:31:25] something positive or someone positive someone like them who got this big result it allows you to say harsher overcomes that allow you to move the [1:31:32] sale forward two three steps rather than just kind of like for lack of a better term [ __ ] footing around it and so this is what allows the best sales people to [1:31:40] ask hard truths because closers ask hard questions so In The Same Spirit as this in order to keep this whole tone I like [1:31:49] to remind my team childlike curiosity and the point of this is that you want [1:31:56] to understand not win and so if someone doesn't immediately buy it should be your first instinct to not be like screw [1:32:05] this person I'm going to hard close them because it probably won't work instead being like huh that's interesting I wouldn't have expected that can you tell me more about that or hey so all of [1:32:14] these things are different ways of acknowledging and so I even taught this to uh our team and I you can even see it [1:32:22] with my head when I say huh I always tilt my head up because that's how I naturally am curious and so when someone does this you're not like oh this guy's [1:32:29] going to try and be combative with me it's like huh that's interesting and so that one buys you more time it also isn't competitive it's not you attacking [1:32:37] them it's you not trying to prove them wrong because if you prove them wrong you make no money so you want to be right not rich the classic ISM you [1:32:46] become rich by making them right because they believe nothing about what you say they believe everything about what they say and so the reason that sales people ask questions because we need them to [1:32:55] say it not us so within that context because closers ask hard questions and because we are curious that means that [1:33:03] we ask more questions and so what a lot of people don't know is the person asking is the person [1:33:10] closing so there's a reason that when you're in an interrogation they're like I'm asking the questions here it's because the person asking the questions is the one who's in control you're the [1:33:19] one who's leading the sale because the questions guide the conversation the answers do not and so you want to be the the spirit [1:33:26] guide who's letting your questions guide the person to the Natural conclusion and so fundamentally sales is an education process and so our goal is to Simply [1:33:35] figure out what pieces of information they need in order to make a decision and act on it and so if we think about sales as teaching because teaching is [1:33:43] same conditions new Behavior then we want them to now have a new Behavior which is buying which we've motivated them to do by pointing out the deprivation they've had in their lives [1:33:51] and presenting our solution as the thing that will Bridge that Gap and so if someone asks you questions it's like hot [1:33:58] potato that's why we ask a question back because we Take Back Control the reason the details are death is because they [1:34:06] are asking you questions they are in control not you the other reason that questions are so powerful is that no one [1:34:14] can disagree with a question all right so it doesn't matter what what they say if you just ask a question about it [1:34:22] there's they can't disagree with the question question which makes you like smoke and so this is my little ISM that I like telling my team is that you want to be like smoke like they can't catch [1:34:29] you like any any statement that you give is an opportunity for them to disagree and we want to never disagree with prospects now some people might disagree [1:34:38] with that and I don't care uh and so the thing is is you don't disagree with prospects because the likely that you lose Report with the prospect super high [1:34:46] you can agree with the reason behind the question you can agree or say that it's understandable for them to have a question [1:34:54] but you don't want to disagree so there's very different saying don't disagree with agreeing with everything they say very different you just don't want to create a competitive environment [1:35:02] and so questions allow you to have that Gap and so statements are bombs that they can then blow up in your face and [1:35:09] so if we are ever going to answer things we check to see what answer they want and then say it and so they say hey what [1:35:16] kind of food's on the plan I say what kind of food you looking for hey what are your workouts like well what workouts you looking for right like and then they say well I was hoping you do [1:35:24] some sort of cardan Weights well that's exactly what you do you're in luck right because they just told me the answer and so it's amazing at the end of this they're like dude this sounds exactly [1:35:31] like what I want I'm like yes because you told me what you wanted and I told you that's what it was now again you want to be ethical and making sure that you're not deceiving people but I think [1:35:40] it's way more about how you frame the solution right if I say hey what kind of workouts you looking for and they say uh [1:35:48] I want to do a lot of cardio and if I know that there's no cardio in our thing for example I might be like why and they'd be like uh well I heard that [1:35:56] that's what I need to lose weight and I'm like what if we could help you lose weight and you wouldn't have to do card you would still want to do it and then they probably like well yeah and be like [1:36:04] awesome well let's focus on that because this is what I can help you do do you care a lot about how we get there and a lot of times most people are like no as long as you get me there and so this [1:36:13] again Loops us out it gets you into you want cake you also want to eat it let me just get you cake and then we can I don't know what you do with cake if [1:36:21] you're not eating it but that's where that and then we can throw it there we go all right so even though [1:36:28] we're point being is that you either question questions or you ask the right answer from the person before answering [1:36:35] it and so if you think about this as the decision trait someone ask a detail question you then ask a question what's the right answer to this question they [1:36:43] then tell you the right answer if you have the right answer you say great that's what we have if they if you don't have that as the right answer you ask why they have that and then you chunk up [1:36:50] to the reason behind it and then say if we got to that same solution either way would you care about how we got there both of those note got you out of the details and you never answered a [1:36:58] question you didn't already know the answer to as we're going through these closing things right rather than make this an entire thing of just obstacle overcomes um I I really want to tease up [1:37:06] to the the the strategy behind this rather than just heav you know shout lines at you all right and so we talk about killing zombies early another way [1:37:14] of thinking about is like you want to diffuse the bomb before you get into the cloth um and the reason that we do zombies is because if zombies get close [1:37:22] to you they eat you and they bite you right so you want to kill them from a distance before they get close all right and so you handle zombies earlier on in the sale and so if you recall from bant [1:37:31] these are typically going to be your zombies right budget Authority need timing hey is there anyone else that needs to uh be on the call or involved in this decision hey uh just to be clear [1:37:39] the reason that we do the labeling up front that gives us the need right timing like are you good to start now when would you like to start if we were [1:37:47] to move forward right budget some of these things you can ask in the application you can ask them the qualifier but when you ask them in the pain cycle for example and this is where [1:37:55] you can actually collect all your gold for this is when you ask what they've done in the past you can get an idea of what their need was what the timing was [1:38:03] what the budget was hey was your husband involved in that decision right and so you can collect all the data you need around B before getting to the close and [1:38:11] so if you consistently have a few things that come up in the close and blow up in you then you want to just load those earlier in the sale before you ask for [1:38:19] money because anything that you ask for after making money is when you're in the very very uh tight RPP area if if you're [1:38:26] asking to overcome those things before money there's no Stakes on the table yet I like to tell my team literally in person you always want to be on the same [1:38:33] side of the table if you're via Zoom or phone you want to figuratively be on the same side of the table they want to feel like you're an ally you you going to be shoulder Tosh shoulder you be across the [1:38:41] corner of the table not across the table overall and so when you're in the beginning of the sale you want to be a FactFinder you want to be a guide right [1:38:49] if you're positioned as a helpful guide throughout this whole process then you'd asking these questions are things that are going to help you help them if you're asking them after you've asked [1:38:58] for money it's a way for you to extract money from them and so it shifts the frame when you ask these questions and these are all answerable prior to asking [1:39:05] for money another one is just a little ISM which is a when in doubt repeat it back or one in doubt say it back uh and that's because if you're like Oh shoot what am I going to say you can just [1:39:14] always just pause be like so you want to know which certifications our trainers have and they're just going to look at [1:39:22] you like yes okay I was just thinking about the stuff that we have which ones are you looking for specifically right and so that gives you that time to to [1:39:30] come up with whatever your answer so if you get into into ghost mode you can always just slowly say back what they just asked you and you'll still stay in [1:39:38] the sale and keep report rather than having a long awkward silence so when in [1:39:44] doubt say it back all right so the next one is [1:39:54] before getting real get [1:40:03] permission so I would say that this depends on your frame within the sale and so if you're seen as an authority then you can say hey can I be a coach [1:40:11] instead of a friend here hey can I put my uh can I put my real hat on hey do you mind if I get real with you for a second before before we move on so these [1:40:18] are all ways to uh gain permission before giving someone a harsh truth now if you're in a sale let's say you're a [1:40:25] 20-year- old guy and you're closing you know 40-year-old business owners that are doing $20 million a year that's probably not going to work right and so that's where the other three foils that [1:40:34] I brought up in the associate part of that sounds like somebody else just like you because now it's using the authority of somebody else like them which is their own authority uh using again [1:40:42] Someone Like You Who Saw success it's just a different version or if there's an authority in the business or the product that you can lean on so hey our senior engineer oh our founder those are [1:40:51] things that as long as your founder which presumably if they're coming to the business you Le they have some Authority if they're thinking about working with you um then that gives you [1:40:59] some Authority that the salesman can then transfer in giving a hard truth um and so but this that's the common language before you're going to say something harsh if you ever heard a [1:41:07] close or read a close and be like dude I don't think I could say that it's usually because you didn't triaa beforehand right you didn't acknowledge what they said associate with what they [1:41:15] said reframe it uh and then ask the question with some sort of like can I be a coach and said of a friend here uh or would it be totally overstepping for me [1:41:23] to uh share this harsh truth with you and I say not harsh truth so be like that thing hey would it be totally overstepping um if I shared something [1:41:30] with you that might be uncomfortable uh right um can I tell you what I told somebody in your exact same position right now that's that's an example of [1:41:38] the foil Association rather than the first two if I'm selling consumer weight loss you can get away with the first two if someone's coming to you for weight loss coaching you can say can I be a coach inside of a friend it makes sense [1:41:47] you're starting that relationship if you're just a Salesman stick with the foils that I was mentioned earlier next one is uh learn to stack closes all [1:41:55] right so something that you'll notice or at least me in my my career um selling is that some it's like it's sometimes they're like on the fence they're on the [1:42:03] edge and they're like teetering that's where you want to like right hook jab jab ja like you want to just like ah and then and push them over um so I don't I [1:42:12] don't know if I subscribe to the uh whoever talks first after you uh mention money like money maybe but um I can tell [1:42:21] you I've closed plenty of sales where like I could like hey seems like you're hesitating right let me like let's let's let's close this up more um but in the [1:42:31] vast majority now obviously with a price drop uh sometimes you do want to wait but the vast majority of other times when I have a big pause I'll just insert [1:42:39] more closes from different angles around the same uh obstacle so if someone's saying hey for example I don't have a lot of time right now then I'm going to [1:42:48] know one I'll Attack on the fact that hey the first thing we're going to do is cut out 90% of the stuff that you that's not working because that's why you're here so that you will be spending your [1:42:55] time doing the stuff that matters I also know be like hey at the end of the day this is a question of priori it's not time right because everybody has it and there's other people in your industry who are growing faster than you and they [1:43:04] have the same resources so we just need to allocate them differently right um and then I could go from a a macro busy perspective which is well I understand [1:43:12] that you're totally busy I think it's really reasonable that that you say that um so let me ask you a question do you think that you ever going to be not busy again in the future this is a trap [1:43:20] they're going to say yes and say cool do you ever think you'll be busy again in the the future and now they're like well yeah it's like okay well if you can't succeed when you're busy then it means [1:43:28] that you'll fall off when you're busy again and so if you want this to be permanent then we have to figure out how to make it work during all seasons does that sound fair does that make sense got [1:43:36] it and so now it's like I just had three different ways and so whichever one I said first if they're like still thinking about it I like if I just said [1:43:44] the seasons one I'd be like hey and no matter what we're going to cut out 90% of the stuff that you're doing right now so we're going to save you that time so you can start doing the stuff that [1:43:51] matters right because it's going to be ities not how much time you got right everybody's got the same amount of time right okay cool right and so I just went [1:43:58] three closes in a row after as the after making the first one and so learning how to stack closes and weave them together will make all your closing more [1:44:06] effective and this is why knowing the theory behind the close is more important than trying to memorize what close it is which kind of brings me to [1:44:14] this um the next one is I think there's a lot of guys who say to memorize closes I couldn't even tell you uh I don't [1:44:21] think I've really hard poor memorized any clo I know the gist of almost all of them word for word not really uh [1:44:30] so don't don't memorize understand and so let me walk you through the big understandings that [1:44:39] you have to have all right so if someone comes with a Time objection they're too busy then it's really understanding that's a prioritization thing that's all [1:44:47] it is so we have to allocate the resources differently that's all the closes that are going to be around time are going to be around that a decision maker close is going to be [1:44:55] around you want support not permission right so they're going to ask for permission you're going to try and empower the person saying hey we're going to rely on past behaviors this person has said we're going to fact find [1:45:04] to say oh you know what it turns out they've done all these other things that would indicate that they're already okay with you making this decision and so I think you want to go for support not permission it's better to ask for [1:45:12] forgiveness than permission ha right and so you can make those make those little isms but all of those are going to circle around that that main thing if [1:45:19] someone's saying details it's going to be preferences it's going to say want your thing my way and so we need to overcome the fact that if they change the variables they change the outcome uh [1:45:27] and all the closes around details are more or less going to be around basically that fundamental line of reasoning um if someone says money then [1:45:36] you're going to basically zero in on value because nothing is ever too expensive it's just not worth it right if I was giving you a Ferrari for five [1:45:44] grand you would find a way to come up with five grand of course which then leads to the second underlying one which is about resourcefulness not resource [1:45:53] ources because if you really thought that this was going to be the thing that was going to change your life you'd find a way to make it work right if I were giving you the keys to my Ferrari for [1:46:01] five grand you would call 10 friends and get the money together which means fundamentally you don't see the value and so every one of the obstacles that [1:46:08] people will throw at you you just need to understand the fundamental fallacy of belief that they're presenting with so [1:46:16] that you can help overcome it and stall overcomes the last kind of category are stalls link back to decision avoidance [1:46:25] so it's typically either fear uh of making the wrong decision which we reassure them that is the right decision and not knowing how to make a decision [1:46:34] so then we walk them through how to make a logical decision what questions they should ask and we just lead them through it that's it and when I go through the [1:46:41] uh objections that my audience came up with um whatever I respond with I'm not saying say word for word I think understanding the argument behind it is [1:46:49] what will help you close more deals in that same vein you really only need to have two to three closes per obstacle [1:46:56] that you really like all right and so that's why I'm saying like you don't have to memorize them but you would you would want to know the two or three that you're usually going to bring up when it [1:47:04] comes to uh a Time overcome or a money overcome or a decisionmaker overcome or a stall close uh or an avoidance thing right all of those are you just want to [1:47:12] have two to three that you know like I could give you a hundred but which one you're going to use on a regular basis it's going to depend on the ones that you feel most comfortable saying in your [1:47:20] own language in the spirit of the allpurpose closes uh earlier I said when in doubt say it back another thing is that if you ever [1:47:28] get lost in the details or you're just like you're like where am I right now lost question zoom out all right so this is where you [1:47:37] say whoa whoa tot okay I feel like we've got we've got all the way to Pluto uh and back together so big picture right this is how it you always phrase it like [1:47:46] big picture or let's zoom out for a second this is where we say hey best case worst case right this is an allpurpose close so it's zoom out out best case worst case best case we get [1:47:54] you this thing worst case you get six weeks of free service from us and you get your money back if you hate us all right and so again getting best case [1:48:02] worst case closes um especially strong if you have any kind of guarantee um that's associated with whatever it is [1:48:10] that you sell hugely valuable mostly just because best Cas worth Cas clothes just murders because you can say listen at the end of the day you have two [1:48:18] options both are risk-free you canot do this go home and that's guarant aned to get you in the exact same position you're currently at or you can take a [1:48:26] shot here also risk-free but you've got a chance of getting what you want so one is guaranteed to not the other one's got a chance both are risk-free which one [1:48:34] you want right best case worst case and so guarantees help you boil the decision down so low that it's just simple yes no [1:48:41] and so uh whenever you're lost zoom out so finally you have reinforced the decision so you're like wait a second [1:48:49] where is that coming from so the closer frame has c l o s e r so everything I've talked about has been e which is explain [1:48:57] away their concerns the last step of all of these is that you want to reinforce the decision all right and so when you [1:49:04] reinforce the decision it's actually what happens after you've gotten the money so you've explained explained away their concerns they now buy and then [1:49:13] post swipe post purchase that's when you do the handshake all right now I'm not [1:49:20] saying a physical handshake I'm saying that you pass them off instead of a hand off you do a handshake with customer success so if you've ever seen you know [1:49:28] from this whole you know video so far there's the through line that all information should get passed like a baton from the person to the next person [1:49:36] in line and so I like using this concept of bamfam which is book a meeting from a meeting and every interaction with a [1:49:45] customer they should know exactly when the next time they're going to be meeting and with whom and the with whom person should know all of the [1:49:52] conversation they've had up to that point so they know a lot about the Prospect and what the salespeople have said up to that point so that they know the goals the aspirations the fears the [1:50:01] pains so that when they talk to them they can talk in those terms and it will be unbelievably more compelling now we've we implemented this one of our portfol companies I made a case study [1:50:09] about it just switching from a handoff to a handshake handoff is like good luck right and they pass him to the Cs team and the Cs team is like oh I'm trying to [1:50:16] catch it right rather than John this is Sarah Sarah's going to help you with your XYZ problem so that you can accomplish goal and she's going to walk [1:50:24] you through with the next steps look like you know it's been a pleasure talking to you she's going to take care of you she's cured cancer six times and someone said she walked on water once I [1:50:31] can't confirm it but she's amazing Sarah gets on and says John we're gon she's we're going to help you take care of this thing and the way we're going to do that is then lays out the proof promise [1:50:40] plan but specific and personalized to the pains and the and the and the aspirations of the Prospect and so we [1:50:49] want to reinforce the decision because this video is about making more sales and just about that is about keeping more sales and so if you reinforce the decision you'll get a lot fewer drop [1:50:58] offs back outs cold feet first 30-day refunds things like that all right so now let's get into FAQs from the [1:51:07] audience and so these are going to be real examples of real objections that you guys are getting that I'm going to [1:51:13] do my very best uh to help overcome so the first one we got is a cheap competitor so the good news for you is that we have one that we [1:51:21] literally just call the cheap competitor close so uh this one you can smash so you just say hey um if ours was the same as theirs which one would you do then [1:51:30] they're going to say well I would do yours and you're like why and then they'll say well you have this thing that seems a little better you got this thing my friend referred to you you're like right that's why we're more so you [1:51:39] let them tell you all the things that make you better rather than you telling them what makes you better and then you say yeah and the thing is is usually when you say it like that most people laugh like you're like right and that's [1:51:47] why we're like and that's why we're we're more right because we're better and you know it that's why you're here also by the way that's usually a uh it's usually a buying question so that's good [1:51:56] it means you're pretty close to the sale so that's called the cheap comparison close all right so the next one you guys had was uh the ID close because I do this in person so if you don't know what [1:52:04] the ID close is is that I prefer to close sales rather than asking for form of payment when I'm in person for asking for their ID first the reason I do that [1:52:12] is because someone takes their wallet out usually they put it on the table or they take their purse out and they pull out their wallet that has all their cards in it and so when they do that a [1:52:19] lot of little things can't happen after that point they can't say forgot their uh wallet they can't say they forgot their credit card at home because now [1:52:28] it's right in front of me right and because I didn't ask for their payment yet I asked for their ID and so we asked for the ID and I also like to do this because when I get it there's always a [1:52:36] little bit of chitchat that happens there so I'm like oh you should see my picture it's terrible oh so you're from you know blah blah blah oh that's amazing you know I got a friend who's out there and you're filling out and [1:52:44] also make sure that you fill out all the information correctly which one of the one of the ways that you can lose a sale is that you put the wrong payment information in or you tie to the wrong [1:52:53] uh uh ZIP code and you're like oh by the way this how you can lean into like the ZIP code that you have for this is this the same zip that you have for the form payment you want to use right and at [1:53:01] that point then you say awesome you put it between your fingers and you gesture towards the wallet wherever it is on the table say I'll trade you for whatever one you want to use right and so it's [1:53:10] cute it's easy you trade like this but it's clear your line of sight it's like they can't say now this just eliminates a lot of BS so that you don't have to oh [1:53:19] I forgot my it's like well I didn't ask for that yet and so if you're on Zoom so that's what this is about how do I do that same close you just say awesome can [1:53:27] you put your ID next to the camera is to make sure that we associate the right account profile with the right payment and this to make sure that you're you listen nowadays we just try to be [1:53:36] careful we try to be PCI Compliant I just made that up it doesn't matter the point is like I asked you and like if you're really not true you just say that's how we've always done it they'll be fine with it don't worry about it all [1:53:43] right the next one uh is just generic uh decision maker which is I have to talk to my spouse my dog my grandmother my business partner my emotional partner [1:53:52] partner whatever right fundamentally they're saying that they don't have the authority to make the decision and so first off if you know that whatever you [1:54:00] 1 hour, 54 minutes sell is something that will materially affect a business or household then you want to give the opportunity for them to talk to their spouse in the setting [1:54:07] process right and so either it's uh you either bring both of them on the call uh if you're like selling B2B or you're selling B Toc uh so especially like I [1:54:16] have a friend of mine who sells really high ticket weight loss stuff they ask the partner uh to get on the phone this is specifically women and then they end up just closing both Partners they're [1:54:24] like ah you know you should join to and then they sell they make two sales out of it they sell the husband and the wife because you get better results when you do together cool it turns the negative [1:54:31] into another sale opportunity if you're in a business situation having the business partners on the phone beforehand helps now I also understand [1:54:39] that there are times when it's like you've got one shot and this is your this is your opportunity so I follow process which is number one I say what would happen if they said no and if I'm [1:54:47] talking to a more egotistical guy I would say what happens if they don't give you permission because it makes them sound like a [ __ ] uh and so by doing that [1:54:55] they're like oh I don't need permission then you're like awesome let's get you taken care of then right done over it now this is very crazy but one out of three times when you say what would [1:55:04] happen if they said no they're like I'd do it anyways you're like so what are we waiting for let's get started now the two out of three times they'll say something like well then I wouldn't do [1:55:11] it now some people say oh now that's where that sale ends [ __ ] no we got tons of questions left so you say oh well what do you think would be their main [1:55:18] concern so now all I'm doing is just shifting from okay okay you're not the decision maker now let's talk to this hypothetical person they've used their [1:55:27] partner as a foil the same way we use this hypothetical person we talked to earlier today as a foil for what they want it works the same way it's just in [1:55:35] reverse and so you say so what's their main concern even though they have no idea and haven't been in the conversation then what they're going to do is they're going to tell you what their main concern is through the mouth [1:55:44] of this hypothetical person they've made as their business partner and then you can actually follow through the same well what would you think would make them say no what do you think would make [1:55:51] an absolute yes for them what would it take for us to move forward right and so those are trying to isolate variables and if you can offshoot there into [1:55:59] whatever that person says would be the issue then you're out of the decision maker frame and now you're closing the obstacle now if they still say you know [1:56:08] they would be concerned with this or that or whatever then I rotate into um past agreements all right so past agreements is like huh well do you think [1:56:17] uh like what would you think would be a good indication that they would be okay with it like from the stuff that you've done already like do they know that you're here do they know that like have you bought things like this in the past [1:56:25] do they know that you're in pain with the situation right now yes well if they don't approve of your current situation why would they not approve of you solving something they already don't approve of right so it's taking a [1:56:33] reversing a negative and so here it's like sometimes you'll get they'll be like you know you're right I think that's fine if you still can't close [1:56:41] then you resort to support not permission right and that's kind of like the final kind of final straw but I try and offshoot I really focus a lot on [1:56:48] that trying to break the foil and say what do you think their main concern is make it a no for them because now we're isolating issues and we can tackle them rather than getting around decision [1:56:57] maker but if they insist on decision maker and you insist on having to close the sale right now then you go to hey I think that you're asking for permission [1:57:06] when you really should be looking for support right because at the end of the day if we play this out let's say your business doesn't grow uh like who are you going to blame is it fair to the [1:57:14] partnership that you don't get this outcome because you rely on this person person no right because all this is going to do is that if you to not get [1:57:22] this person's permission 5 years down the road where you going to be right and who you going to blame because fundamentally if [1:57:30] they're the one who are in charge then they're the ones who also get all the blame which means that you're not in any way control of your own life and I don't think that's fair to you I don't think it's fair to them I don't think it's for [1:57:38] the relationship and so that's the support not permission angle and so that gives you a lot of offshoots to uh close prior [1:57:47] to getting to that the decision maker is the hardest one to overcome of all cloes is because it's the only one that the person says I can't make a decision so [1:57:55] doesn't matter what you say I have no Authority and so the whole point like the reasoning behind this is you see if [1:58:03] they actually do have authority and they're just using it as a smoke screen that's like the one out of three right off the bat they say why I would do it anyways that's a smoke screen done you already closed the deal if they're using [1:58:12] it because they don't want to say what their actually what their real objection is then they're using this person to tell you a hard truth because they're afraid of insulting you because you know [1:58:20] it goes both ways and so then you say oh well what would the you know what do you think they would be afraid of having happen What like um what would make them [1:58:28] say no and then you can overcome that because it actually wasn't really that they don't have decision-making Authority they just didn't want to say this thing but if they truly don't have [1:58:35] decision-making Authority trying to then relate the fact that it's like oh you might not have authority but they have already agreed with you based on their [1:58:44] past agreements and so if you think about each of these as arguments number one is you do you actually have authority and don't care uh [1:58:52] two is you were afraid to tell me and have authority the third is you don't have authority but they already have agreed based on what they've already [1:59:00] 1 hour, 59 minutes done and then the fourth is basically trying to get them to take authority of their own lives by asking for support not permission so that's the reasoning [1:59:07] behind kind of that four-step close with that has offshoots all the way through but if someone's like I absolutely need must that's why we try to no matter what [1:59:17] if we know that this is a common thing or it's an expensive you know if you're trying to sell houses you're not going to close the close the spouse and buying the house without the other spouse it's [1:59:25] not going to happen right and so if you know that both people are going to be required for whatever it is that you sell just involve them in the process earlier so let's say someone says hey [1:59:33] everything sounds amazing uh give me some time so it's actually there's like there's a false truth in there that's embedded which is it's actually not good [1:59:41] enough here's why so if someone says hey you know this sounds amazing let me Circle back in a couple quarters you say awesome so what are you going to be doing [1:59:49] instead and so then they're going to say X Y and Z and then you're like okay um zooming out and hey if you don't this is just a question I asked somebody earlier [1:59:57] today and they it they said it was enlightening so you mind if I share it with you right because I'm already getting into hard territory here right so U at that point I'd say do you think [2:00:06] that doing what this is is going to get you better returns than what we're talking about right because again time is priorities so all like fundamentally [2:00:14] like I said earlier like you have to understand the theory behind this they're saying I have other things that are more important and so we have to say no this is more important which means we [2:00:23] have to elevate the value of what we're currently doing or devalue what they're currently doing so fundamentally that's [2:00:30] the that's how we're attacking this so it's like what are you going to do instead got it do you think it'll make you more than this and if they say yes then you'd say why if they say no then [2:00:39] it's like oh then you should prioritize this let's get rolling right and so with each of these you'll not there's like there's offshoots like if if they say yes then it's done you've already closed [2:00:46] it right if they say uh no I think this other thing would make me more money and the thing is is if there right then they [2:00:53] should do that and so a big part of being an ethical salesman is that the moment that you feel like a prospect is better [2:01:02] served not doing something you should stop but this is why you want to sell [2:01:09] stuff that works better right uh but if you do have something that you know will make the more money then all you have to do is break down how it's going to make [2:01:16] them more money and then cover cost of in action so that would be okay so uh let's put math to it and that's how I'd say like let's put some math let's let's [2:01:25] put some numbers down so if we improve your conversion rate you know by 30% that would increase Revenue by 30% but you have uh you know gross margins of 90 [2:01:34] and so and your and your current net margins are 30 and so if we do that we'll actually double the profit of the business so the things that you're [2:01:41] working on right now um are those doubling the profit of the business and over what time period over two quarters [2:01:49] well if we could double the profit of the business would that allow you to make those things happen even faster okay just asking so I can understand right and so again when you're getting [2:01:56] into those situations it's always the seek to understand frame right that's the that's where we're coming from and so if you have elevated yourself to a [2:02:04] helpful guide then it shouldn't feel combative it's like totally get it just so I'm clear you're saying that because the stuff that you're going to do is [2:02:11] make you more money than what we're talking about and if they're like no then it's like oh then why are you prioritizing [2:02:19] it right and the thing is a lot of times whenever someone gives you an answer you can always ask why because then you can go chunk up to reason and then basically say oh my thing actually solves that [2:02:27] reason even better so uh I'm really busy right now is different from the give me some time and it sounds similar but [2:02:35] they're actually different uh different objections right which is I don't have time I'm busy right now whatever all right so this one is give me some time [2:02:43] to make the decision like let me decide in a week that's when you go that's avoidance that's decision avoidance if someone says I don't have time and I [2:02:52] could do this later that's the I'm busy which means that we're we're talking about priorities what else are you doing that's more important than this so let's say that you don't have a guarantee [2:03:00] 2 hours, 3 minutes which is fine I don't have a guarantee around most of the things that I sawell all right um the anti-g guarantee is how I like to sell around guarantee which is [2:03:09] oh if you're the type of person who needs a guarantee then this is definitely not for you because at the end of the day we can control we can [2:03:16] control we can't control what you do so do you think it'd be fair for us to guarantee work I have no input in doing and so it really just comes down to [2:03:25] basically the more control you have the more you can offer a guarantee the less control you have the less you can offer a guarantee if you choose not to offer them and so you want to basically do a [2:03:34] takeaway sale on the guarantee being like oh this is really for people who are serious about doing it are you [2:03:41] serious about doing it okay cool I can't control I can't eat the food for you I can't work out for you I can give you the guide and I can tell you that hundreds of other people have S [2:03:50] succeeded but I can't do it for you myself it's one of the few things that I can't do right does that sound reasonable right and that's and that's [2:03:57] where like reasonable is what we're going with is that sound fair so that makes sense uh around an anti-g guarantee for uh for not having a [2:04:06] guarantee if they off if they say you don't have one all right so the next one that came from the audience was uh hey let me watch some of your free stuff or let me go through your lead magnet right [2:04:13] so like if you've got some sort of resources that you put out there and then they get on the sales call and say oh well you know or this sales call was super helpful I think I'm just going to you know do the stuff that you said on [2:04:22] the sales call what you do is you agree with them and say oh absolutely you should do that uh and do that before you come out or before you start our program [2:04:30] or before you whatever before we start and kick you off so you just say you should totally do that because if you do that successfully then one of two things [2:04:38] is going to happen either you're going to succeed in which case you're going to run into another problem that I can help you solve or you're not going to succeed in which case I can help you solve it to [2:04:47] begin with but either way you should you should get started so let's get you moving and so again we have to take it from I want to do this thing we agree [2:04:55] with them we're not disagreeing you should totally do that stuff because it will make you money and one of two things are going to happen you're going to succeed in which case you're going to [2:05:03] run into another issue which we can help you solve or you're not going to succeed in which case we can help you solve [2:05:11] that either way results in you doing it so let's get started if you sell to the government or you have very large Enterprises that require 6 12 month [2:05:19] sales cycles and you need multiple stakeholders uh to buy in much of the stuff that I covered here is not going [2:05:26] to apply and that's because these are these are transactional these are basically these fundamentally all of these force a prospect to make a [2:05:34] decision now in a big Fortune 100 or a government sale things like that oftentimes no one has the ability to make a decision and it's a decision by [2:05:42] committee and so you basically need to continue to stay in the pocket and in most Enterprise sales the amount of [2:05:49] people that the customer talks to in your organization increases the likelihood of closing and a smooth uh transition and so if they talk to two or [2:05:59] three people on your team and you talk to two or three people on their team it's like uh I'll give you a [2:06:05] visual so if it's you and one person this Bond easily broken but if it's [2:06:13] you and three people on their team and two people on yours then you [2:06:20] have uh uh whatever I could draw all these connections but you get the you get the you get the point there you go so there's way more ties and this is [2:06:27] much harder to break and so with Enterprise sales it looks more like this than it does like this so hopefully feel like I helped you guys overcome some of the obstacles that you brought up [2:06:35] otherwise we could be here all day now that we forget out closing we just got to make sure that our heads space is right and we continue to do the right things over and over again so wrap up [2:06:44] with mindset now I hate the term mindset overall because I'm like what does that even mean and so what I'm going to try and do is reframe some set things that I [2:06:52] have into behaviors that they apply to all right so sales mindset number one the person who cares the most about the [2:06:58] prospect wins the sale and so if they care more about themselves than you care about them they will win and so in terms [2:07:07] of what does this change about your behavior the idea is that if you truly care about them you will usually not lose Rapport in the sale because you [2:07:15] will always seek to understand and so then you will always your tone will change your conviction will change because because fundamentally it says [2:07:23] keep the human first if this is no longer a good idea for them you should not sell them you should tell them I think it's a good idea for you not to do [2:07:31] this and I promise you there's nothing more powerful than learning to turn away prospects which will increase your overall closing percentage because you [2:07:39] will know that you are in this to help people make decisions to help themselves and so if you try to close everybody you will it will start to wear on you over [2:07:46] time because you'll know that you're a piece of [ __ ] all right and so either you're you become a sociopath or you your sales will go down so instead make [2:07:55] sure you qualify prospects Never Lie um and if you keep the person at the center of the sale then when someone says I got to think about it you're [2:08:04] like Sarah I'm trying to figure out how to make this work for you because I know this is going to help you and I I want to help you make this decision because I [2:08:12] I just genuinely believe that so what are the what's what are you most afraid of right now like what are you what are you afraid of having happen right and [2:08:21] then you get to the heart of it and the thing is is if you keep that Rapport you will close more sales because they will feel that you do care so the next one comes from uh my team so this is one [2:08:30] that I repeat over and over and over again so this is banged into their skulls uh volume negates luck all right [2:08:38] and so the big thing uh with sales is that it is a num game it's like dating you just have to know what the pipeline [2:08:46] is and the guys who become the best salespeople are the ones who do the most volume volume and so there's this relationship between volume and skill [2:08:54] the more you do the better you get the better you get the more you do and so the idea is that you want to in the beginning force feed yourself through [2:09:02] tons and tons of volumes so that you can get through the terrible period as fast as possible because a master in any domain has more ways to reward [2:09:11] themselves if you're a master editor then when you look at a video there's a hundred things that you can do that you know how to do that you enjoy doing that you've been rewarded in the past for [2:09:19] doing if you're a Salesman who's a master salesman you can you like pulling a sale out of the depths you love [2:09:26] overcoming the details you enjoy being in the red zone and kind of navigating those conversations because it's a fun challenge for you when you're a beginner you're freaked out and you're paranoid [2:09:34] you don't know what you're doing and so the idea is to you to follow what Kobe Bryant did so if everybody else is working out once a day if I work out [2:09:42] three times a day I'm going to get better that much faster and so my recommendation is find the person on your team who's the best closer and do [2:09:51] double the effort that they're doing and if you're like dude that's barely even possible great welcome to getting better right and the thing is is that I'll I'll [2:10:00] 2 hours, 10 minutes draw this this visual that uh that we we introduce a lot of our our sales team with which is this is what your skill is [2:10:08] going to look like over time so this is this might take you know two to three months and this might take [2:10:16] you know a year and this might take you know two to three years for your skill so this is my skill here [2:10:24] we go but what people don't understand is that this is your [2:10:31] income and so in the beginning you just learn not to suck which is fantastic and very important to suck less but eventually you'll suck so little that [2:10:39] you'll actually be very good and all of the best returns in life come at the very end of Mastery and so people give [2:10:47] up in this period of time but they miss out this much where all of the gains are going to happen because they quit early and so you have [2:10:55] to approach sales as a skill and if you hate it just understand it's not that you hate it because you somehow have [2:11:03] some natural distaste for sales you just aren't skilled enough because I promise the best salespeople [2:11:11] love selling the best editors love editing the best writers love writing and when the best editor started editing [2:11:19] they sucked at editing and the best sales people started sales they sucked at sales I didn't close my first sale all right I'm just saying like but I had [2:11:26] enough reward cycles and I forced enough volume down my throat that I started liking it and then once you like it that reward Cycle takes over all right the [2:11:33] next one is sales resumés don't matter and I'm gonna I'm gonna I'm GNA explain what I mean by this so I have had two [2:11:41] times in my career where our sales teams were not growing at the rate that they needed to to support the amount of demand that was coming in and that was very frustrating for me and once I dove $100M Leads: How To Get Strangers To Want To Buy Your Stuff (Hardcover) acquisition.com [2:11:50] in I wrote a chapter about this in uh my leads book on the uh employees chapter um once I dove in I found out that in [2:11:57] both situations they were screening heavily the salespeople's resumee to qualify them to get interviewed and that is typically in my opinion a mistake [2:12:06] because especially in a transactional selling environment so if you're thinking setting or one to two call closing so very short sales Cycles you're going to immediately look for [2:12:13] other skills outside of what their past experience is that you can tell very quickly on a call and so I am more [2:12:22] Pro Group interviews and so you can just invite everyone onto the call and [2:12:30] quickly do one to two minute interviews with everyone who hops on because the star salespeople will in that environment where they need to speak up [2:12:38] be more assertive be more social uh one they'll speak up two they'll be clear communicators three the really good ones uh will also encourage other people who [2:12:47] are nervous so that's just something that we've noticed there they're going to be more team players at least the type of salesp people that we want to attract and so group interviews instead [2:12:56] of resume screening as one of the easiest ways to scale a sales team that we've found now one of the things that [2:13:03] people don't understand about this is the understanding between attitude and aptitude all right so you've probably heard the like hi for [2:13:12] attitude uh not for aptitude all right so that is true sort of and so let me [2:13:20] explain so so fundamentally the real truth is you should always hire for the lowest skill deficiency so it's just [2:13:28] what are the deficient skills what is the cost of training these skills I want to hire people who have the lowest efficiency which means that I have the fastest ramp up or the highest return on [2:13:37] investment for them becoming proficient in the business that's fundamentally what all hiring is in general not just sales and so the thing is is that we [2:13:45] have these bundled terms like kind hardworking right uh [2:13:52] uh uh charismatic whatever right but the thing is is that these are bundled terms that actually have many skills underneath of them and so when we say [2:14:00] 2 hours, 14 minutes hire for attitude it really means you know there's probably 20 different examples of what kindness looks like within the setting of a workplace and if [2:14:07] someone has zero of them that's 20 skills I have to teach them whereas if they only need to learn how to call leads and work leads and say a script [2:14:15] that might only be two to three weeks of training but training someone to be kind certainly takes longer than two to three weeks now where this flips is that there is [2:14:24] some point in the future where if you have a very Niche expertise that's very very hard to find it might be easier to teach you to be kind than to teach you [2:14:33] how to code like a level 10 expert or to be a transactional CFO that's done you know 50 transactions before for your type of Industry there might not be that [2:14:41] many people who've done that and so it might be easier to teach them how to behave within your culture than it is to teach them that skill set and so this is [2:14:49] more true the lower level the role that you're hiring for and less true as you get higher but the fundamental universal [2:14:57] truth is that you always hire for the small skill deficiency so the next is that compensation attracts great [2:15:05] salespeople but it does not retain them or get them to behave the way you want to so [2:15:12] compensation equals recruiting compensation in my experience [2:15:19] does not equal uh performance and I'm now you might be like of course it does I'm just telling you uh in my experience [2:15:27] I have never had a compensation change really change the behavior of the team except for one thing uh which I will [2:15:35] share with you if you compensate them off of cash collected you will in general get more cash collected but everything else in terms of like we're [2:15:43] going to pay this for that and this for that most of the times the reward cycle is so delayed they're just going to still just try as hard as they can to [2:15:50] sell and so the things that change Behavior are typically much faster uh and lower intensity meaning you were [2:15:58] addicted to your phone not because it pays you but because it has a very fast feedback loop and so the reason that in [2:16:05] general sales in Slack are overrepresented from sales that actually get processed is because people get [2:16:12] rewarded for saying I closed the deal in slack and so they say they close deals more times than they do and so you by [2:16:20] the way Pro tip on that is just create a zap between your uh CRM and a process sale that's been submitted and make that [2:16:27] the thing that goes into slack that they get kudos on just a side little little tip ski there for you um but it's been [2:16:35] my experience that you absolutely get better closers with higher comp but and when I say better closers I mean people who have smaller skill deficiencies that [2:16:42] you need to train but then after that trying to like redo compensation over and over again it's very rare in my [2:16:50] experience that it has has changed the behavior of the team that in a way that training and fast feedback loops can't do better the next is that sales and [2:16:58] marketing are one Continuum all right so people see them as different departments and for me I've actually profited a lot [2:17:07] um by putting them Under One Roof so I always have our meetings as basically Revenue generation uh and you can have a [2:17:16] chief Revenue officer who really oversees acquisition overall and since I've done this and I've done this for years um there's basically been no [2:17:25] conflict between sales and marketing they're working together to close as many deals as possible so if you ever have conflict where like sales is like marketing they G they're not giving us [2:17:33] enough leads or the leads are [ __ ] and then s uh and then marketing's telling sales like why don't you close anything like you should be closing right like it's because they're sitting on opposite side of the table but when they're [2:17:41] collaborating under the same roof especially if there's one leader ahead of it all of that disappears like I can't remember the last time that like Marketing sales had any kind of like [2:17:49] weird weirdness in companies that I own uh and so you have you do that by unifying them and I explain it like this [2:17:56] which is that they sit on one Continuum and so fundamentally you just have a certain amount of information that's [2:18:03] required to get someone to buy and so in a hypothetical world if someone was perfectly knowledgeable they could make [2:18:10] the buying decision on their own and companies have proven that like carvana that doesn't have salespeople or Tesla which you can buy a car on the website [2:18:19] like if you have enough marketing people can get and search for enough information that they just make a buying decision on their own but whenever you have sufficient marketing to get people [2:18:27] to start buying on their own there's typically an even larger pool of people who do need more selling to occur to [2:18:36] close this Gap to get them to buy and so sales think about sales as personalized marketing which is okay you uh let's say [2:18:44] that there's uh one two three four uh five six things that someone needs to know in order to buy if marketing covers [2:18:53] 1 two and three then you the salesperson cover four five and six now let's say the next Prospect comes in and they have [2:19:00] 2 hours, 19 minutes one three and five then you would cover two four and six and so basically it allows you to personalize the information required to get this person [2:19:09] to make a decision I don't believe in any kind of mysticism around like oh over this price you have to sell over the phone I do think that there are [2:19:16] behaviors in general that more people do but I don't think it's in any way a necessity but a lot of times there are [2:19:24] opportunities because there's just more people who don't know as much as people who buy so having a sales team will almost always improve the overall Roi or [2:19:32] roaz uh asend for any kind of acquisition process another good thing to understand from a mindset perspective [2:19:38] is the difference between uh like belief and Trust not really the difference but belief and Trust actually exist because [2:19:46] people talk about like oh you need to have trust from the prospect it's not they have to trust you because they are actually continuums it's how much do [2:19:56] they trust you how much do they believe you and so when you think about it this way then it's not this binary of like oh they didn't trust you it's they didn't [2:20:04] trust you enough which then allows us to have these little check marks along the way that we can say these things increase the belief of the prospect [2:20:13] these things increase the trust of the prospect these things decrease the trust of the Prospect and the more things you do that get them to believe you and trust you the more likely it is that [2:20:21] they will buy and so fundamentally seeing sales in these two frames allows you to think of sales as an education process which you then teach them in [2:20:30] order to change their behavior and so one of my one of my little isms that I like to think of is that in general the trust and belief that is required to [2:20:38] make a big purchase is smaller than the trust and belief that is required to make a little purchase and so basically the bigger the plane so if I have a [2:20:46] little plane right that's a bad plane there we go if I have a little plane then I don't need a very long Runway to get this plane to take off if I have a [2:20:55] big plane then I'm going to need a very long takeoff to get this to go up and so if [2:21:04] you're selling a more expensive thing think about it like it's a bigger plane which means you're going to have more selling more information that's going to have to happen before they make a [2:21:12] purchasing decision and so if you're getting a lot of two three four call closes it's usually because you're not doing enough education prior to the first call so the thing that change is [2:21:21] you need to create more education materials basically you need to pre-market them more you need to warm them up which is just move them along [2:21:28] this Continuum here you need to move them along the Continuum more so your sales don't have to take three four five calls but instead they get them to the 6 [2:21:35] inch Putt and they can putt them in they get them to the 5 yard line and they can knock it forward the next one is what I'll call say less and so this is uh [2:21:44] something that one of one of uh our sales guys said that I said to them apparently um and and really help them out a lot in terms of changing their [2:21:52] behavior and so if you tend to be more talkative in terms of talk time you want to have roughly two-thirds of the talk [2:21:59] time from the prospect not you now gong uh and some of these other sales tools have released different like ideal closing amounts but in general most [2:22:07] closers talk less than the Prospect and so that's because they're asking they're answering your questions you're not answering theirs ideally and so one of [2:22:15] the things that I noticed with the most compelling conversations uh that I've had and the podcast that I've been on is the m Master interviewers uh so uh [2:22:22] Steven Bartlett when I was on Dio and Williamson the few times have been on on his pod they're very good at letting silence [2:22:30] sit and people like to talk about themselves and people will expound on themselves if you do not respond so I would encourage you to try this so [2:22:39] remember I'm changing this in terms of what does it change about Behavior if someone says something instead of immediately jabbing back sometimes just [2:22:46] let them talk more just give them more time to talk because the more they talk the more Rapport you have because people like talking about themselves so they'll [2:22:55] think that you're amazing without you ever saying anything all right the next one is a story that I got told to me by a Serial CEO seial private Equity CEO so [2:23:02] when I was uh when I was interviewing CEOs of the companies that um had been sold or been acquired by the private [2:23:10] Equity firms that we were we were recording at the time they introduced me some CEOs and actually was one of the most valuable things I got uh from the whole process outside of the the [2:23:17] transaction so one of these guys he's from Long Island and I'll do my very best to butcher his accent um but I was like so what's the [2:23:25] secret you know for you and he said don't be cute and I was like what do you mean by that he's like he's like a lot of CEOs try and get cute he's like they [2:23:33] uh you know it's like backyard football you've got you know you got this super secret double reverse fake you know thing and then you try and do it and [2:23:41] what happens he's like you fumble the ball you lose 50 yards it's a complete waste of time he's like but what what plays always work he's like two fat guys [2:23:49] in the middle run to the right right he's like don't be cute and so I I actually took that to heart a lot which is basically like growing a business is [2:23:57] a lot like backyard football and getting good at sales is a lot like backyard football the best salespeople say the script they follow [2:24:06] up quickly they keep Rapport they ask good questions they listen and they allow the prospect to close themselves [2:24:15] so the thing that separates the good sales people from the great people the great salesp people is that the great salespeople never don't do the basics [2:24:23] they always do the fundamentals and when you always do the fundamentals you will sustain exceptionally High close rates they always prepare for each sales call [2:24:30] they always do the warm handoffs they always refer to the notes rather than asking the customer to recap they always set the agenda with proof promise plan [2:24:37] they always do those things and that's what allows them and then when they get asked what do you do they're like I just do the fundamentals man it's just that doing the fundamentals is doing a lot of [2:24:46] things over and over and over again and never forgetting any of the steps and so that's what creates Mastery that's an exhibition of skill so the next one is [2:24:55] that no isn't no forever no for Now does not equal no [2:25:03] forever and so the big thing is think about it this way let's say uh you were in the dating pool and you've got this [2:25:11] girl or this guy that you've got your eye on if they say hey I can't hang out with you I'm predisposed I have whatever and then let's say 6 months later there [2:25:20] they're single that no for now doesn't mean you should never reach out to them again it just might mean that right now is not the perfect time because some of the obstacles they gave you might be [2:25:28] legitimate they might have another opportunity that is higher return than whatever you're offering they might be going through a merger and their team is too spread thin and it's not worth the [2:25:36] resources to bring on more people to do your implementation it's very possible that now might not be a good time but it doesn't mean that it's a no forever and [2:25:44] so I say this as like okay what's the behavior that you're going to change as a result of this is that you should not be ashamed of reaching out every 3 to [2:25:51] six months just for a pulse check this is where sending those fun memes or those on line emails can make you so much money because so many sales people [2:25:59] are afraid to follow up one because it's work and two because they're afraid of rejection but if you're not afraid of work and you're not afraid of rejection because you believe genuinely which you [2:26:08] should that you're going to help this Prospect because they are qualified for whatever the solution is then just circle up when they have a better time [2:26:14] all right the next one is be a trash man all right and so this is especially for the younger closers uh that are you know [2:26:22] just getting into this um and so I'll give you another one underneath of that which is yellow equals gold [2:26:30] so in companies that we have we like to do something called lead scoring which is basically putting an approximation on How likely it is that this lead closes [2:26:38] so earlier I told you the story of the salesman who was uh you know selling time shares became the number one guy and the way that he was able to become [2:26:46] that super super duper closer was because they began scoring leads so we could say this guy who's got an 800 credit score and makes $500,000 a year [2:26:53] is more likely to buy a time share than this person who's got you know six jobs and 19 Kids and is on welfare and whatever right like the likelihood is [2:27:01] it's higher that this person's going to close so that person will get a higher lead score and so what happens is oftentimes you have a score Andor a [2:27:09] color that's associated with that so you've got like greens yellows and reds and so a red would be a just unqualified yellows are like slightly qualified but [2:27:17] like probably a lower quality lead and so if you're new salesperson you want to be a trashman you want to be willing to [2:27:24] take as many calls as the company will let you take and so think about this way you are going to get free training from [2:27:31] the hardest leads which are the best training grounds for you to learn how to sell and so you need to think of those [2:27:38] yellows as Golds it's a reframe and so I remember thinking about this when I was selling in person that I had like some [2:27:47] homeless people who'd respond to my ads and so they'd come in and i' you know I had people just getting out of jail you know after a 10e stint you know 30 days [2:27:56] earlier coming in like no job whatever like I dealt with everything that came in through the door and I thought about it and I was like this is such a waste of my time but I was like what if this [2:28:03] were amazing how could this be an amazing thing for me and I was like well man if I can close a homeless person if I can close somebody who has no money no job that would mean that I've gotten [2:28:12] really good at the skill and so I just saw this is advanced level bosses that I got to go against rather than this is a waste of my time and so if you're [2:28:20] younger in the sales or and you're not getting as many reps with the green leads then ask for all the trash leads because there's usually more than a [2:28:27] company can possibly handle in unqualified now again if someone literally cannot benefit from the product don't sell it but if it's they are less qualified as in like they have [2:28:36] less Financial Resources things like that then you can still practice closing and so think about it and we say this term sharpen the sword is that you want [2:28:44] to just keep sharpening your skill sharpening the axe taking more wax at the tree and repetition is the mother of skill and repeating yourself when it's a [2:28:53] hard Prospect to close just makes the easier ones that much easier so this next one sounds similar to things I've said in the past but it's different so [2:29:02] objections do not mean no all right so let me explain what I mean by that so on one level obviously you can [2:29:11] overcome an objection with whatever you're going to handle but a lot of times they just are voicing out loud [2:29:18] their reaction this is especially true when it comes to prices so if someone says wow that's expensive it doesn't mean automatically that you need to [2:29:26] start overcoming price objections you could say yeah totally it doesn't like there have probably many times in your life when [2:29:35] you've been like oh that's expensive and then you still bought it you just it was expensive it was more than you expected but it doesn't mean that you're not going to buy and so a lot of times [2:29:42] people just say things as they come out but it doesn't mean you're not buying and so an experienced salesperson is going to trying to start overcoming [2:29:50] things and you're basically like Wasting Bullets on on on zombies that aren't there they were going to close either way that's not a real objection they [2:29:58] haven't said no they just made an observation so unless someone says they don't want to buy don't assume that they don't want to buy next one is we don't [2:30:07] negotiate with terrorists which is never change price to close a [2:30:15] sale now the reason this is so important is obviously one because people talk and then customers won't like if you're changing a sale price between different [2:30:23] customers now testing price absolutely you should test your prices but that should be done ahead of time premeditated saying these next time we're going to try this out and see what [2:30:31] happens not oh I got to close this guy so I'm going to lower the price to do it all right and so my favorite overcome for hey can I do it can you guys do it [2:30:38] for Less is we could do it for more and as silly as that sounds that has never not worked for me and I'm still like I [2:30:45] have like a perfect batting average on that one and so the thing is is that it's such a high indication of purchasing intention when someone says [2:30:53] can you do it for $500 less can you do it for 30 grand instead of 50 Grand whatever that just saying we could do it for more what it does is it actually re [2:31:02] anchors so if you're familiar with anchoring so let's say you say price is this they say well I want to pay 20% off [2:31:10] that you then say cool well I'm going to say plus 20% and so basically it re anchors above it counter anchors and then they have a fear of missing out [2:31:18] because all of a sudden the one price now becomes even more and they're like no no no no and a lot of times they just say no no I'm good I'll buy I'm I'm fine I'm fine and so uh never change price to [2:31:28] close a deal now you can change terms so if you want to change how much they pay today then you have a payment plan if you want to change the uh components of [2:31:36] the offer then you have a feature downsell those are very very different than discounts that you give for no reason and so you never negotiate with [2:31:44] terrorists because if they see you change your price for them once they'll believe that every price you have is negotiable and then they'll tell [2:31:52] everyone it is too so the next one that we'll cover is the idea that people want to buy so think about this when you are [2:32:00] 2 hours, 32 minutes perusing on a site you want the thing people usually want the stuff people like buying the only reason that they [2:32:08] don't buy is because they have a history of being punished for buying in the past but they want to buy and so our job as sales professionals or entrepreneurs is [2:32:17] to help them justify making the decision and so people want an excuse to buy you need to give it to them and so earlier I [2:32:26] said closers ask hard questions but my team hit this hit this pretty hard for me uh in terms of it being a big one so I'm GNA I'm going to highlight it with a little bit more detail so the reason [2:32:35] closers ask hard questions uh is because they genuinely care and the reason that's so important [2:32:43] is that you want to be kind not nice because nice guys don't want to offend someone kind people want to genuinely [2:32:51] help and if you want to genuinely help then you want them to change their behavior just like these things hopefully change your behavior in terms [2:32:58] of selling and so that means that you sometimes have to call them on their BS and the tactful way to doing that is [2:33:06] that you want to confront those hard questions one before you've asked for money and two through foils of other people like them this is what allows you [2:33:14] to stay in the pocket in the sale and continue to ask the questions that genuinely can change this person's life and if you always come from the [2:33:21] perspective of human first you will usually maintain Rapport if you don't then what you will get is something we [2:33:28] call commission breath which is it sounds like you're not listening to them and you are prioritizing the closeth [2:33:36] over the person and that's where you lose them completely because now they feel like your incentives are no longer aligned if you come at it from I want [2:33:44] the best thing for you then you will always be on their side of the table your incentives as far as they're concerned will always always be aligned with theirs and you will be able to ask [2:33:53] the questions that are actually going to change their lives all right so those are the behaviors that you can change as a salesperson to make more sales

===FILE=== TCXG1S__QGU - The Grand Slam Offer for Employees.txt
https://youtu.be/TCXG1S__QGU
The Grand Slam Offer for Employees

[0:00] So you right now because of your size you're competing and I and I in the type of person you need you're competing with a lot you're in a very competitive [0:07] industry in terms of talent. Um yeah and so I I imagine you're um competing against some of the AI guys. You're competing against a lot of tech [0:14] companies and the value and PE and the value that they provide I had to guess is just lots and lots of money which I think you have the ability to do that. [0:23] Yeah, we pay well but they also have the ability to offer like equity for this like lottery ticket maybe. I don't know what else, but I'm sure there's many things that they offer [0:31] that you can't. What do you have to offer to them other than market rate or above market rate money? [0:39] Yeah. Um, it's growth and impact. Like if you were to ask everybody in the company acquisition.com, what's the number one thing that they come for? [0:47] It's growth. Like they like none of those companies are grow like not a lot of those companies aren't growing at the rate that we're growing. And so there's [0:54] so much career advancement and opportunity. Um, we are very meritocratic and so like anyone can come [1:00] 1 minute here and move up independent of of age, you know, even even independent of tenure. Like we had a guy who came here [1:07] 90 days ago and got a very large promotion after coming in at a pretty high role already just because he demonstrated he was great and we're like great, we have this opening, we think you'd be the best fit. [1:16] And the growth is the the revenue of the company, which then means you pull people up to higher roles. So then basically in order to attract A+ talent, you have to you have to grow fast. [1:25] Yeah. I mean, yeah, exactly. [laughter] You have to grow fast. And I do think that's a virtuous cycle, which is like the faster you grow, the more talent you get, which grows you faster. And so, [1:33] like, it can also be vicious in the other direction. [1:35] It's mostly vicious in the other direction. [1:37] Yeah. Yeah. Yeah. You're shrinking and you have no money to give people. Yeah. It gets it gets tough. [1:42] Or like a lot of businesses are like growing only 20 or 20% a year. I don't know. Some like Yeah. [1:47] fine but mediocre number. And it's like where do they start if they don't have growth in order not growth in terms of just the money to pay people but growth [1:55] in order to impress the right people to join them. [1:58] I think it all depends on what like the opportunity and the level of like the pool that you're competing against. You know like if you are an AI true AI you know company you know it is super [2:07] competitive. On the flip side though like if someone's going to start a new division for us I can just say like I can guarantee you demand. Not a lot of [2:15] people can do that. And so like it's not a question of whether this will work or not. Is it's is this the best use of the [2:23] demand that we have and so it becomes an opportunity cost question. But a lot of people in some ways it's like it's less risky to come to ACQ because we have so [2:32] much demand uh and there's just there's so much opportunity. That's basically like if you're working for Jimmy said you know use a different brand like Mr. [2:40] Beast like he has virtually a limitless demand. And so if if if he said, "Hey, can you help me spin up whatever? Pick a pick a random thing." If if Mr. Beast [2:49] was going to say, "Hey, let's start an umbrella brand." It doesn't mean like he for sure will sell umbrellas. It's just not the best use of his resources, right? And so it's like we need somebody [2:58] who can come in, recognize the best uh vehicle for for the demand that we have and then be able to obviously execute it on it. But a lot of people don't have [3:05] that like built-in guaranteed, you know, they just don't have that. And so that becomes actually significantly riskier despite you know what other [3:13] quote perks might exist. And so it's like you've guaranteed demand you have basically guaranteed growth as as as fast as you can grow we can grow. And [3:21] that's and we also still pay exceptionally well. And so with you know those things put together we can get very very good talent. And there's also people that are just very mission [3:29] driven. Like we have a lot of people who come in and are like I've consumed your stuff for years and I saw the the recruiter reached out to me and I was stoked and that that was it. like [3:38] there's just in some ways it's like you know private equity number 17 it's like they're it's almost it's just commoditiz like their business is commoditized. [3:46] It's just not that interesting and so they have to compete on price and so their price is their comp. Whereas if you have a value proposition like what's [3:53] the what's the grand slam offer from an employee perspective rather than a grand slam offer from a product perspective because it's still the exact same process of acquiring talent as it is to [4:01] acquire customers. It's just a reverse funnel. Real quick, if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free [4:08] gift. So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had [4:16] and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we [4:24] made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, [4:32] sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with [4:40] it and solved it. And so I'd like to give you this thing absolutely free. [4:43] free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying [4:50] to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.

===FILE=== TL9-Xe6GLx4 - How to Fix 75% Churn in a Subscription Business.txt
https://youtu.be/TL9-Xe6GLx4
How to Fix 75% Churn in a Subscription Business

[0:00] I sell a monthly meat subscription box [0:02] to chronically ill and healthconscious [0:04] people and we launched five months ago [0:07] and we are currently doing like 33k per [0:10] month in revenue. [0:11] So this is a brand new thing that you [0:12] just started. [0:14] Yes, that's right. And my question is [0:16] about churn. [0:17] Okay. [0:18] Because customers who stay past the [0:20] first couple of months tend to stick. [0:22] For example, our very first group of [0:24] customers from 5 months ago, they just [0:27] placed their fourth order and churn from [0:29] last month to this month [0:31] was only 16%. [0:33] I mean, [0:34] but new customers churn a lot after [0:37] their first month. [0:38] Uhhuh. [0:39] From the group that bought for the first [0:41] time last month, 75% did not buy a [0:44] second box. [0:45] Okay. [0:47] So the question is what should I do to [0:49] specifically reduce the churn between [0:50] the first and second month of the [0:52] subscription? [0:55] What do you want to do with this [0:56] business? [0:59] Well, this was the first business that I [1:01] wanted to do something that would [1:03] compound because before I was [1:05] info just education one course that I [1:08] would have to promote all over again. [1:11] Yeah. Yeah, I got you. All right. Um, [1:16] and I'm sorry, just a little reminder. I [1:18] hear myself double in the phone. [1:21] Good to know. Sorry about that. Can you [1:23] hear me without hearing the double? [1:25] Yeah, I hear you. Perfect. [1:26] All right. So, I'll just I'll do more of [1:28] the talking. How about that? Um, [1:30] [laughter] [1:31] okay. So, here's the deal. [1:34] You're you're selling like wellness [1:36] boxes to people who are sick, right? [1:39] Yes. [1:40] Okay, got it. Um, [1:44] is it a changing thing every month? Like [1:46] what's inside of it? [1:48] Yeah, they they actually have to place [1:50] the order each month again. [1:54] They have to manually place it again. [1:57] Yes. [1:57] Oh, I mean that's I mean that's thing [1:59] number one. I mean it has to be [2:00] automatic. No one's going to want to do [2:02] that every month. [2:04] Yeah. So, I would just say like have a [2:06] default box and they can choose to edit [2:08] it if they want to, but like you send a [2:09] default box to everybody even if it's [2:12] new. Does that make sense? [2:12] Okay. [2:13] So, that's thing number one. Um, but [2:15] what the reason I asked like what do you [2:17] want to have happen with this business? [2:18] Is this all drop shipped or is this like [2:19] you have a warehouse full of like [2:20] goodies? [2:23] Uh, we have we have uh rented a [2:26] warehouse and we have farmers [2:29] who who sell the sheep who sell the meat [2:31] to us. [2:33] Okay. Okay. So, it's meat. [2:37] I'm sorry. I I just hear Yeah. Good. [2:39] It's meat. [2:40] Just beeping sounds. [2:41] H. Got it. Okay. So, this these are meat [2:43] boxes. This is like Butcher Box. [2:45] Yeah. Yeah. It's exactly like box. [2:48] Got [laughter] it. Okay. Understood. Um, [2:51] avatar selection is going to be really [2:53] important. Number one. Number two. So, [2:55] it's like if you go to poor people, they [2:57] will turn out because they basically [2:59] bought you for a onetime discounted like [3:01] stake or whatever. Um, you want to be [3:03] positioning against groceries and like [3:05] their source of food. Um, and you'll [3:09] probably need a mix of [3:12] different meats. It is very elastic from [3:14] a pricing perspective, which I don't [3:16] love. Um, I'm pretty sure like actually [3:19] I don't know if I'm under NDA. [3:21] Well, I've seen very big ones of these [3:22] and they run paper thin margins. [3:27] So, I don't know if this like I'm being [3:28] like really real with you. I don't know [3:30] if this is like, hey, I want to just [3:31] have like it's tough because people's [3:34] people's flavors change, their pallets [3:36] change. This isn't me trying to tell you [3:37] not to do this business, but like this [3:38] is going to be a hard business that will [3:40] eat capital for a long time. [3:44] We actually didn't have to invest [3:46] anything into that. [3:47] Uh-huh. [3:51] We have like third party logistics and [3:53] we just [3:54] people people pay to us and then we go [3:56] buy the meat. [3:57] Yeah. Yeah. Yeah. No, I get it. Um, [3:59] okay. So, number one is that you have to [4:01] give them a sample box every month and [4:03] just have them uh agree to the the mix [4:05] of meats. That'll be much easier for you [4:08] and make everybody do the default there. [4:10] Um, I'm assuming the next issue is that [4:12] people will basically feel like they [4:15] already have enough meat, so they don't [4:17] need more. And so, before they do their [4:20] subscription, you need to text them and [4:21] tell them like they have the option of [4:23] skipping uh skipping a month and so it [4:25] can go every other month. um or like [4:28] they can change their order via text if [4:30] they want to just like cut the cut the [4:31] portions down in half. Both of those are [4:34] viable and they have to be able to do [4:35] that conveniently. Um but I think the [4:37] biggest thing though is going to be how [4:40] they're being sold. If it's sold fun [4:42] only based on like is it is it is it [4:45] mostly sold on the discount the fact [4:46] that it's cheaper to buy it this way? [4:49] No, no, no. It's quite opposite [4:51] actually. [4:51] Okay. [4:52] We we called it better meat. [4:54] Okay. [4:56] And we just sell at a premium. We take [4:58] the for from the farmers pasture and [5:01] everything. [5:01] Cool. Then what was the number one [5:02] reason that people canled [5:04] or did they just not reorder? [5:08] We we just did a survey and there were [5:12] two reasons. First one was that they [5:14] were not able to curate their box and [5:16] second was price. [5:21] Got it. Okay. [5:23] So, I would sell on the meat being [5:25] superior as obviously the strong angle, [5:27] which you already have, which is good. [5:29] Um, [5:31] from the customization, I think you have [5:33] to make it easier. So, it's like you [5:34] will get the default box and you can [5:36] edit it via text. No one wants to like [5:38] log in into it. I'm just telling you [5:39] right now. So, I think you could just [5:41] have an agent that receives it and then [5:42] and then edits the orders on the back. [5:44] That's super doable. Now, [5:46] um, so there's that. I think editing the [5:48] the system flow. In terms of the [5:50] pricing, normally I ignore people who [5:53] say price stuff, but when it comes to [5:55] food, it is so elastic. Um, in terms of [5:58] pricing, so it may be like a Are you [6:00] pricing it by pound? [6:03] No, we just price it third box. [6:06] Yeah, I would The nice thing that you [6:08] can do is you can probably because it's [6:10] not going because you're just getting [6:11] started with this new business. Um, I [6:13] would consider price testing like do [6:15] this first stuff first, right? add in [6:18] add in the the the like a default box [6:21] that they can change whenever they want. [6:22] Add the text in ahead of time so they [6:24] can skip, they can cut the portions in [6:25] half or edit all in that one flow. [6:27] That's the first thing that I would do. [6:30] Beyond that, um I would test uh funnels [6:34] that are like maybe like quarterly [6:37] shipments because that'll also help you [6:38] offset cash because you'll be able to [6:40] get more cash up front and it'll be less [6:42] frequent. So that's another option that [6:44] probably be like test number two that [6:46] will allow you to scale more that will [6:48] probably allow to scale faster. [6:50] Um and um [6:54] number because you could also basically [6:56] think about this way like you could have [6:57] the subscription [6:59] renew on a different cadence than the [7:01] boxes are being shipped. Does that make [7:03] sense? [7:05] Yes. [7:06] So that that's probably like I know I'm [7:08] giving you but like you have one clear [7:09] thing which is meat. So a lot of the a [7:11] lot of the tests are going to be in like [7:12] kind of like pricing and offer driven. [7:15] Um but these are the things that I'd be [7:16] looking at. [7:17] Can can I just add [7:19] uh we tested the pricing because very [7:22] first month we calculated poorly and we [7:24] had to increase the price and we did it [7:26] in AB test and it was like plus 35% and [7:30] plus 50%. [7:31] Mhm. [7:32] And now we see that those with 50% churn [7:35] less. [7:36] Turn less. Okay. So this is good. So [7:38] what it is is basically what so to be [7:40] fair I don't know I mean the the sample [7:42] size seems kind of small given the [7:43] revenue so I don't know if it's [7:44] statistically significant so I would [7:46] probably just keep running that but if [7:48] the 50 keeps winning [7:50] then what that would indicate to me is [7:52] an avatar thing. So that means that you [7:53] need to lean more in terms of the [7:55] creative on the types of people who [7:58] resemble the ideal customer more. [8:02] Mhm. So it's like we need to target [8:04] those people and we need messaging that [8:06] resonates more with that person. [8:07] And so it might I mean you might find [8:09] that 50 and then 100% boost actually [8:11] goes even higher because they just want [8:12] the best stuff. [8:14] Mhm. [8:14] Does that make sense? Like if you become [8:16] a stre like I'll tell you a completely [8:17] different example, but like in the gym [8:18] world when we had memberships that were [8:21] like at $300 a month, it was a price [8:24] point that was like a stretch for a [8:27] middle class person but too cheap for a [8:30] rich person. And so it kind of gets in [8:31] this no man's land. And so you might [8:33] find that plus 75 even performs better [8:35] than 50. Again, if this data holds, [8:39] yeah, it it's holding for 2 months [8:41] already and we are at the top of the [8:43] market right now. [8:44] Okay. Then there might be a position for [8:46] you to continue to raise the price so [8:47] that they can associate with premium and [8:49] just say and I would say like in then if [8:51] that becomes the position then all my [8:54] copy in the ads is like we are not the [8:56] cheapest meat. In fact, we're the most [8:57] expensive you can find, but that's [8:59] because we're the best. And meat is [9:01] probably the most mealy thing that [9:03] you're eating as a portion of your diet. [9:05] And so you should probably think about [9:07] like every single calorie that you eat [9:08] is what your body gets made of. It's [9:10] like wouldn't you want to eat the best [9:11] stuff? [9:13] Mhm. [9:14] So those are probably the marketing [9:15] angles I would take. I would experiment [9:17] with the different billing cycles and [9:19] for sure I would add in the AI agent. [9:20] There's part of you that's probably [9:22] going to be afraid of like texting them [9:23] before the billing, but you have to just [9:25] get rid of all of that. You want to just [9:27] have a product that people want to keep [9:28] subscribing, not that they forget about [9:30] it. [9:31] Yeah. Yeah. Yeah. Yeah. No, no, that's [9:33] okay because anyway, in Czech Republic, [9:35] we have to remind them before before the [9:37] charge. [9:38] Even better. So, yeah, that like I would [9:40] have the AI agent allow them and then I [9:42] would really strongly consider switching [9:43] to a quarterly billing cycle um as a [9:46] test and then you you deliver them [9:48] weekly or whatever. [9:51] Yeah, makes sense. Makes sense. and and [9:56] focus on the avatar on the higher [9:58] avatar. [9:58] 100%. That's what it I mean that's what [9:59] it's showing very clearly. It's the [10:01] richer people who want it. So then like [10:03] keep honestly I'll keep going until the [10:05] they they tell me no. [10:08] Mhm. [10:08] So like if if this test can elaborate. [10:12] So when this test concludes between plus [10:14] 30 and plus 50, you might have a plus 50 [10:16] versus a plus 75 and run that test. [10:20] Yeah, [10:21] understood. Even if it's the same, it's [10:23] like it's a huge amount of extra profit. [10:26] Yeah. Yeah. [10:27] Cool. [10:28] It is. [10:30] Thank you. [10:31] Appreciate you, man. [10:33] Thank you very much. See you. [10:34] Salutations. [10:35] Salutations. Salutations. If you're a [10:38] business owner and you are not growing [10:39] as fast as you'd like, I'd like to give [10:41] you a free gift. So my team and I put [10:43] together the $100 million scaling [10:45] roadmap, which is basically 200 hours of [10:47] us looking over all the portfolio [10:48] companies we've had and what stages of [10:51] growth they went through and more [10:52] importantly where they got stuck and how [10:54] they got past it. And so we broke it in [10:56] these 10 stages and we made this little [10:57] kind of quiz thing where if you put in [10:59] your business information, it'll tell [11:00] you where you're at and the most [11:02] important part for you, what to do for [11:03] each of functions of the business across [11:05] product, marketing, sales, customer [11:06] success, recruiting, IT, human [11:08] resources, and finance. And so no matter [11:10] what you're struggling with, someone [11:12] else has already struggled with it and [11:14] solved it. And so I'd like to give you [11:15] this thing absolutely free. You can go [11:16] to acquisition.com/roadmap, [11:18] plug in your business information, and [11:20] if you want us to actually help you [11:22] deconrain the business and you're trying [11:24] to scale, we'd love to help you out on [11:25] the thank you page. You can just book a [11:26] call with my team and we will look at [11:29] the business, see if we can help. And if [11:31] we can, we'll invite you out to Vegas [11:32] and we'll do this in person live.

===FILE=== ThSFgC_4NVA - How to sell a product - The most PURSUASIVE tactic you can u.txt
https://youtu.be/ThSFgC_4NVA
How to sell a product - The most PURSUASIVE tactic you can use…

[0:00] In this video, I want to talk to you [0:01] about a time where I bombed, completely [0:04] bombed, uh, a stage presentation and one [0:07] of the most important lessons that I've [0:08] learned from it that has made me a lot [0:10] of money since then, um, and has [0:12] protected my reputation and gotten me a [0:13] lot of goodwill. My story [0:15] So, if you've ever like not known what [0:18] to do or what to offer people or, hey, [0:20] should I try and use this as an [0:22] opportunity to build goodwill or forge a [0:23] relationship or should I try and, you [0:25] know, sell something or get a margin on [0:27] this? I want to tell you a couple [0:28] different stories that kind of all [0:29] illustrate the same point that I've [0:30] learned over the last few years. All [0:32] right? And so, um, one of my favorite, [0:35] uh, kind of like bullets on this that [0:36] you can you can a right or downer is, [0:38] uh, no half measures, right? Uh, either [0:41] sell or don't sell, uh, but don't be in [0:44] between. And so, the first time that [0:46] this kind of happened for me was I was, [0:48] uh, asked to speak at this uh, kind of [0:51] highlevel uh, mastermind, which happens [0:53] relatively frequently. Um, but this one [0:55] in particular was a was a fitness [0:56] related one. Um, and uh, for me when I [0:59] have presentations and stuff, I usually [1:02] spend a long time preparing. Sometimes [1:03] I'll make a product. Actually, that was [1:05] the only time I made a product, but I [1:06] had to spend a long time on the [1:08] presentation. So, it's usually a big [1:09] deal for me to say yes because it's like [1:10] I'm going to have to I'm going to have [1:11] to do a lot of work on my side. Um, and [1:14] so anyways, I had this uh this this this [1:17] presentation and this pitch that I had [1:18] made for a product that we had made [1:19] specifically for this audience. And when [1:21] I got there, they had given me a [1:23] threehour time slot. All right, which is [1:25] insane. And I think part of that was [1:27] because um they just wanted to have me [1:29] talk as long as possible, you know, for [1:31] their audience because they thought it [1:32] would be valuable. And so for whatever [1:34] reason, I agreed. Um and the thing is is [1:36] like you can't pitch for three hours or [1:38] maybe you can, but you can't straight [1:39] pitch for three hours, right? And so [1:41] what I decided to do was just provide, [1:43] you know, a lot of value. You know, near [1:44] the end after two and a half hours, I [1:45] was like, I'll just kind of mention what [1:47] we have going on, right? [1:49] And so I get up there. First off, uh the [1:52] the audience size is one-third of what [1:54] was what I was told. So I was like, [1:55] "Okay, that's a little bit different and [1:57] disheartening." I go and I pro, you The pitch [1:59] know, piece by piece. I'm doing Q&A with [2:01] the audience, all that kind of stuff, [2:02] right? And so as we transition um or as [2:05] we as I transition to the pitch part, [2:08] right? I uh I I pull up the the the [2:11] slide deck that's normally a, you know, [2:12] a 90-minute slide presentation um with a [2:14] pitch and an offer and everything. And I [2:17] went through it and I was like, "Yeah, [2:18] yeah, we talked about this." And I'm I'm [2:20] going through the slides, right? Like [2:22] like super fast, just being like, "Yep, [2:24] and this. You guys don't need me to tell [2:26] you the story, right? You should [2:27] understand this." Boom, boom, boom. And [2:29] then at the very end, I I basically make [2:31] the pitch, right? Without any kind of [2:33] pre-frame. And I go through it just like [2:35] really fast and kind of half-assed. And [2:38] um I bombed. [2:40] It was horrendous. It was horrible. [2:44] because I had so much speaking time, [2:45] they didn't take me off stage because I [2:47] still had like time left. And so I'm [2:49] sitting there on stage having made the [2:51] offer. No one's moved. And then people [2:53] were and then all of a sudden ra hands [2:55] start raising from the audience with [2:57] with questions and I had never s uh sold [3:00] anything that was cheap in my life. So [3:02] this was a $2,000 thing. It was [3:03] literally the first time in my entire [3:04] life I've ever sold anything below [3:06] 16,000 um you know which is which was [3:09] you know for for into the fitness space, [3:11] right? I thought this was like a [3:12] no-brainer. It's two grand. You know [3:14] what I mean? Just buy it and then make a [3:17] ton more money because it's it's stupid, [3:19] right? I started having people be like, [3:20] "Hey, can I can I do a payment plan on [3:22] the $2,000?" I was I remember being [3:24] like, "If you need a payment plan, then [3:26] uh don't buy it." And next question. And [3:29] someone's like, "I feel like um you [3:31] know, the supplements that you have are [3:34] against my my goodwill because we I only [3:37] promote vegan things." And I was like, [3:38] "Cool, then don't buy it." And this is [3:40] how the questions start unrolling like [3:42] this vibe, this tone, right? And you [3:44] could just watch the plane just going [3:46] towards the ground on fire, burning, [3:49] right? I do this for like 30 more [3:51] minutes, all right, of Q&A of me just [3:54] getting increasingly annoyed cuz a [3:56] there's only like 30 people there, which [3:58] there were supposed to be a lot more [3:59] than that anyways. And so I remember the [4:02] feeling I had afterwards which was just [4:04] like anger and embarrassment and just [4:06] like you know humiliate all of those you [4:09] know at once. And mind you like at the [4:11] time and this is then right we were [4:13] doing about 4 million a month. All [4:15] right. And so when I had some people [4:17] were like well how do we know it's going [4:18] to like going to work for you know [4:20] fitness? I was like I have 4,000 [4:22] freaking locations here like that use [4:24] this licensing model. I paired it down [4:26] just for you guys so that you can use [4:27] the materials at a at a at 1/8 the [4:29] price. This is not a discussion, right? [4:32] So anyways, I remember sitting there and Hyperlearning mode [4:34] in the pain of the moment and the [4:36] humiliation, I was like, what am I going [4:38] to learn from this? Which may be in and [4:40] of itself something that you might be [4:41] able to take with you, but like whenever [4:42] you have those like super emotional [4:44] moments, right? I know from my [4:47] conversations with Dr. Cashy that when [4:48] you have extreme emotions, you're [4:50] actually in in hyperarning mode. PTSD is [4:53] where you're basically you you turn your [4:54] brain on and it goes into hyperarning [4:56] mode because there's trauma that is [4:58] going around you right and or you know [5:00] there's it's a traumatic experience [5:02] which just means super heightened [5:03] emotions and so what happens is your is [5:04] your brain says learn from this right [5:07] and then it starts ingraining these [5:08] things so that when you hear loud noises [5:09] then you get amped and then etc right [5:11] and so it's the same kind of thing so if [5:13] you have these emotional moments this is [5:14] for me this is what I do is I try and [5:16] think like what am I going to try and [5:17] ingrain in my brain right now because I [5:19] have an opportunity to hyperlearn [5:20] something in these moment moments. And No half measures [5:22] so the lesson that I learned and I'll [5:24] tell you another story in a second that [5:25] that really drove this home. No half [5:27] measures. Either pitch or don't pitch. [5:30] All right? So if you go into a business [5:32] meeting or you go to a conference or you [5:34] go to a whatever, right? Either ask hard [5:37] or do not ask at all. There is no [5:40] halfass asking. All right? And this is a [5:43] lesson that I have learned hard. I [5:45] actually had one of my uh one of my [5:47] execs, he ended up pitching. This is, [5:48] you know, now that we we've moved [5:49] ourselves out of that business and now [5:51] we're just on top of it. One of the the [5:53] execs in my gym business, he half [5:55] pitched something to our audience. He [5:57] like half pitch. He's like, "You guys [5:58] don't need me to do the scarcity thing, [5:59] right? You guys don't need me to do [6:00] these guarantees, right? You don't need [6:02] me to do these XY these bonuses, right?" [6:04] And I was like, "What are you doing?" I [6:05] remember cuz the I was like, "That is [6:06] how you pitch. You're saying that they [6:08] don't need all the things that persuade [6:09] them." And he's like, "Well, they know [6:10] cuz we teach them how to do this stuff." [6:11] And I was like, "Yeah, but like people [6:13] still need it to make decisions." And so [6:15] he bombed that and he learned the lesson [6:17] himself. So my goal is that you don't [6:18] have to vomit uh to learn the lesson, [6:21] right? And so let me tell you the upside [6:23] of this. Here's the flip side, right? So [6:25] I talked about just now how you can how [6:27] like no half measures. Either pitch or [6:29] don't pitch, right? Don't go in the [6:30] middle. [6:32] I think one of the one of the things [6:33] that's difficult for entrepreneurs is to [6:35] know when to make the ask, right? So [6:37] it's like, okay, well, if I'm either [6:38] going allin or all out, well then how do [6:40] I know when to do which? Right? And I Super life hack [6:44] would say that most times I have been [6:46] better served in my life by holding back [6:49] my ask. And what I mean by that, and [6:52] this is like a super life hack. So for [6:53] those of you who are who are uh who are [6:55] perseverant and focused on what I'm [6:57] saying right now, then take this in. If [7:00] you get to a point of goodwill, if you [7:02] keep giving and keep giving and keep [7:04] giving, you don't need to ask ever. You [7:07] will just get. So there's the there's [7:10] the commonly you know told like you know [7:12] uh jab jab jab right hook right give [7:14] give give give ask right but I would I [7:17] would postulate that there is another [7:19] one that is even more powerful which is [7:22] give give give give [7:26] give get get get get get get get get get [7:26] get get get get get get get get get get [7:26] get get get get get get get get get get [7:26] get get get get get get get get get get [7:26] get give give give give give give give [7:27] give give give give give give give give [7:27] give give give give give give give give [7:27] give get get get get get get get get get [7:28] get get get get get get get get get get [7:28] get get get get get get get get get get [7:28] get get get get get get get get get get [7:28] get right is that people will just start [7:30] handing things to you because humans are [7:32] reciprocal in nature. They believe that [7:34] if they are getting something at a [7:36] certain point, they must reciprocate [7:38] somehow. Which is why the spammers who [7:40] copy my name on this channel do so well [7:42] with my channel because I don't ask for [7:44] anything from Mosy Nation. So, by the [7:46] way, just another disclaimer, I will not [7:48] DM you or put you on WhatsApp uh and ask [7:51] you for cab fair or ask you to buy [7:53] something. Everything that I have is [7:55] free here. So, just FYI, just as a [7:57] reminder to everybody. And a lot of the [7:59] best things that I've had happen in my [8:01] life have come from goodwill. And so I Conclusion [8:03] think the biggest difference between big [8:05] business owners and small business [8:06] owners um is that they do not understand [8:09] and apply the concept of goodwill, [8:11] right? And I'll do an entire thing on [8:12] goodwill next time because it's a deep [8:14] topic that I love talking about. But [8:15] right now in your business, you have the [8:18] opportunity to provide things for your [8:20] audience. And if you can continue to [8:22] provide them and have the patience to [8:23] wait for the ask, you can actually make [8:26] significantly more money. All right? And [8:28] so the thing is is if you're going to [8:30] make the ask, which means if you're [8:31] going to withdraw from your your [8:34] relational capital, right, the goodwill [8:35] that you have in your audience, if [8:36] you're going to make the withdraw, then [8:38] ask and ask hard and mean it. It's not [8:42] the time to make it a nickel here, a [8:43] nickel there, a nickel there, right? [8:45] It's so much better to just keep [8:47] investing, keep overd delivering, and [8:48] then when you ask, make it known that [8:50] you are asking. And that is one of the [8:53] biggest lessons that I have learned over [8:55] time in business for me is that it is so [8:57] much better to give and keep giving and [8:59] keep giving and often times you will get [9:02] and if you pitch which you if like the [9:04] idea is to ideally never even have to [9:06] because you should be getting so much [9:07] but if you if you must pitch then pitch [9:09] like you mean it right and don't have [9:12] facet. So anyways that was a story of my [9:14] bombing. I hope you uh I found some [9:17] humor in that uh for my humiliation. Um [9:20] Mosy Nation love you all. Uh, my name is [9:21] Alexi. I have I I own Acquisition.com, [9:24] which is a portfolio of companies. So, [9:27] if you enjoyed this, hit the subscribe [9:28] button and I will see you guys in the [9:29] next video. A lot of people are broke, [9:31] and I don't want you to be one of them, [9:32] which is why I make this channel. Keep [9:33] being awesome. Lots of love. Five.

===FILE=== U5ZJbrEOvS0 - Stop Letting Influencers Price Your Product Too Cheap.txt
https://youtu.be/U5ZJbrEOvS0
Stop Letting Influencers Price Your Product Too Cheap

[0:00] Uh, the influencer I partnered with [0:01] wants a price at $1 a month to make [0:03] community more affordable knowing that [0:04] the price is one of the four levers. I [0:05] want to start a price of $14 a month. [0:06] How do you go about convincing the [0:07] influencer we should pay price higher? [0:08] It's just dumb. That's all I got. Like [0:11] it's just dumb. You're not going to make [0:13] enough money. There's like there's just [0:14] you're just not going to do it. Like the [0:16] conversion is not going to offset. So [0:17] think about this way. This is this is [0:18] the simple math. Like you can prove it [0:20] to them. So if they are so stuck up like [0:23] they can't live with this and you can [0:24] play this clip. Don't be an idiot. All [0:26] right? So if you're watching this, [0:27] hello. So all you have to do, so if you [0:30] don't believe me on just saying this, [0:32] please believe me the first time, but we [0:33] can just waste time and do a test just [0:35] to prove the point. You would have to [0:38] have 10 times higher conversion at $1 as [0:40] you do at $10. And there's no [ __ ] [0:42] way on planet Earth that you're going to [0:43] have 10 times the conversion. You might [0:44] have like 20% less conversion at $10, [0:48] but 10 times the price. And whoever you [0:51] are, you need to stop selling out of [0:52] your wallet. I want to go on this rant [0:54] for the next VidSummit about how like [0:57] creators need to stop being afraid of [0:59] their [ __ ] audiences. Like you built [1:01] an audience probably either because you [1:04] want to get famous and that's a thing [1:05] for you or you want to make money. It's [1:06] one of the two. Maybe it's both. But you [1:08] got to get really real with why you want [1:11] why you did this to begin with. If it [1:13] was to make an income, then there is a [1:17] price associated with that which is that [1:18] if you make an offer of any kind because [1:20] the world is full of victims and they [1:22] believe that anything that anyone does [1:24] should be free and all billionaires [1:25] should give their money away and that is [1:28] their view on the world and you will not [1:29] change that. But the thing is is that [1:31] the people that you will piss off will [1:32] never be the buyers and so you will lose [1:35] people who were never going to buy at [1:36] $1. like you're and to be fair, you [1:38] don't even want those people in your [1:40] community, but if somebody was a victim, [1:41] chooses to buy at $1, you don't want [1:43] them in there anyways. So, and I also [1:46] think that $14 is still really really [1:47] cheap. Now, unless you have a kid [1:48] audience or, you know, like many of you, [1:53] many of you can go for 99, $1.99, $2.99. [1:57] I think a lot of people are missing the [1:58] boat on how much room there is uh in [2:02] terms of pricing around their [2:05] communities. So, I'm just I'm just gonna [2:06] throw that out there. But that is my [2:08] rant there. So, Jeff, hopefully you can [2:10] play this for your influencer buddy. I [2:12] would I mean, I think 14's still low. I [2:14] don't know the community, but I'd still [2:16] say that's on the low end. Um I think [2:18] the average group is somewhere in the [2:20] 20s. Um somewhere in there. I can't [2:22] remember the last time I checked, but [2:24] TLDDR, there's no way on planet Earth [2:27] that $1 is going to be 10 time or 14 [2:29] times higher conversion than $14. And [2:32] then it's just math. 100 clicks. What's [2:34] the conversion rate times price? That's [2:36] it. Okay.

===FILE=== UdDCsWkyO4o - Work for Free Before You Charge a Dollar.txt
https://youtu.be/UdDCsWkyO4o
Work for Free Before You Charge a Dollar

[0:00] So as I build a personal brand, is it [0:01] better to become an authority in a [0:02] certain skill and then start posting [0:03] content or is it better to start posting [0:05] content without being authority in that [0:06] skill? Great question. So my perspective [0:10] on this and this probably will differ [0:12] from other people's, but I can only [0:13] explain what I do, right? And the kind [0:16] of the thinking process behind it. I I [0:18] never want someone to question whether [0:20] I'm legit or not, right? And I I I think [0:23] that way and maybe it's because I just [0:25] have like massive insecurity. Who knows? [0:26] Um but the the reason that I I tend to [0:29] always start with proof, right? And so I [0:32] would rather like and if you don't have [0:34] external achievements, right, then you [0:36] need the achievements to be effort-based [0:38] rather than external. Okay, so what does [0:39] that mean? So instead of saying, "Hey, I [0:41] did $100 million launch. That's an [0:42] external achievement. Everyone can see [0:44] that. Great, lots of money, etc." Right? [0:46] I could say, "I made 35,000 pieces of [0:48] content." You can control that. Now, [0:50] whether you did a good job or not is is [0:51] a separate thing, but when you do [0:53] effort-based achievements, it's kind of [0:55] like grind or pay, right? Right? And so [0:56] in the beginning, you don't have the the [0:57] money or the proof to do it. So you have [0:58] to grind. And so grind-wise, it's like [1:01] I'm going to make 35,000 pieces of [1:02] content and document what you're [1:04] learning along the way. That's fine. [1:06] Like that's the game. And so um that [1:10] will be kind of phase one. Phase two is [1:14] be willing to work with people for free. [1:15] People spend way too like I'll say this [1:18] differently. If you're getting started, [1:21] every single business to this day, I [1:24] still start with free stuff because I [1:26] want to get feedback from people. I want [1:27] to know what they like, what they didn't [1:28] like, what their pain points are. I want [1:30] to figure out how to how to smooth out [1:31] the process. I want to figure out all [1:32] these different things. And me trying to [1:34] guess at that on my first shot and ask [1:36] people to pay me. I'm like, I don't want [1:37] to do that. I'm going to have a bad [1:38] reputation. I don't want it, right? And [1:40] so, it's going to take you so much more [1:42] time. Think about this. For you to get [1:44] 10 customers who pay you with it never [1:47] giving anything away for free is going [1:48] to take a long time. You getting 10 [1:50] people to start working with you for [1:52] free and then using the 10 testimonials [1:55] you get there to then get your 11th, [1:56] 12th, 13, 14, 15, 16, 17, 18, 19, 20th [1:59] customer is going to take you less time [2:00] to get that 10 paying customers if you [2:02] do 10 for free first of whatever it is [2:05] that you sell. [2:07] So that's my that's my two cents. Um, [2:11] more people knowing about your stuff is [2:12] not going to make you less money. I do [2:13] think though that like big big big big [2:15] picture, it also kind of depends what [2:17] you're going to get into. If you want to [2:19] be, you know, it's like I want to be a [2:21] business coach. It's like, well, dude, [2:22] just look at the people who have the [2:23] most who have the most um credibility in [2:26] in business. They have some big giant [2:28] thing behind them, right? I would not [2:31] try and compete there. I would try and [2:34] compete on a much smaller pond that I [2:36] can be I can be king of a very itty not [2:38] even a pond like a puddle like just be [2:40] king of this itty bitty puddle and [2:42] create proof around that little bitty [2:43] itty bitty puddle and you will find [2:45] people who are willing to pay you [2:46] because you are a specialist and because [2:47] they have access to you. Okay. Um [2:51] and I'll give you I'll give you one more [2:52] tidbit for those you guys who are [2:53] starting out and then I'll take the next [2:54] call. So when you're starting out you [2:58] always have an advantage. All right. [2:59] Every every position has an advantage on [3:01] the board of the game. So, if you're if [3:04] you're a if you're a super baller, [3:05] right? You're you're you're a G or [3:06] whatever you want to say, right? [3:09] My position is to say, don't go with [3:12] Weenie McGee over here. He's in his [3:13] mom's basement and doesn't know what [3:14] he's talking about, right? I have been [3:16] doing this for however many years and [3:17] look at all his credibility, look at all [3:18] his proof, right? Cool. Weenie McGee, [3:22] right? Is be in his mom's basement and [3:23] he's going to be like, "Don't don't hang [3:25] out with Alex. You're never going to [3:27] talk to Alex. There's no chance." Right? [3:29] You're going to be talking to someone [3:30] three levels down from him and you're [3:31] just going to be a number to I mean, [3:32] that's what I would say. Of course, we [3:33] don't operate that way, but like that's [3:35] what you would say, right? And so, if [3:39] that's your position, then you say, [3:40] "Dude, you're going to get my phone [3:41] number." And so, it's not, "Am I better [3:43] than Alex?" Of course, I'm not better [3:44] than Alex. Like, own that. Of course, [3:46] I'm not better than Alex, but I am [3:48] better than the third rung down on his [3:50] company and you're going to get my phone [3:52] number and I care about my reputation. [3:54] That person doesn't. That's where you [3:56] compete. And so that's how you can start [3:58] getting a foothold, which is why there [3:59] will always be room in the market for [4:01] people who are new because people who [4:03] are established are going to have their [4:04] position to play. Coca-Cola Classic is [4:06] going to say, "We're the classic. We've [4:07] been doing this forever." And the people [4:09] who are new and upstart is like, "Hey, [4:10] I'm a young founder. Just try my soda [4:12] out. If you like it, tell me. Give me [4:14] feedback. I'll try and fix it." That's [4:16] the position. Both can win. And for [4:17] anyone who's like, "I don't think this [4:19] will work or something like that." It's [4:20] like, dude, like I was in the same [4:22] position. It's not like I'm 50, you know [4:24] what I mean? Like I started at 02 and [4:26] you just have to outwork, right? And you [4:28] got to say like I'm willing to do more [4:29] than those guys are. And in the [4:30] beginning, people don't want to say it. [4:32] I'll do it for less until eventually you [4:34] have proof. And then we have proof. It [4:35] becomes a virtuous cycle of charging

===FILE=== UfCGLGt_Bzg - Start a Business Based on Your Existing Industry Knowledge.txt
https://youtu.be/UfCGLGt_Bzg
Start a Business Based on Your Existing Industry Knowledge

[0:00] For people who are looking to get [0:01] started, what do you think is the best [0:02] business for people to get into right [0:04] now? [0:05] I think the best business for someone to [0:07] start if they've never started a [0:08] business before is something that they [0:09] already have tangential experience with. [0:10] And so usually you have parents, [0:12] friends, family, first jobs that you [0:14] have some industry knowledge. So if you [0:15] look at like Y Combinator for example, [0:17] they look for founders who have lived [0:19] with the problem or andor have industry [0:21] experience. And so if you have both of [0:23] those things, like the likelihood that [0:25] you will be successful with the endeavor [0:27] that you're going in is significantly [0:28] higher because there's just a lot of [0:29] there's a lot of there's a huge learning [0:31] curve to entering any new industry. And [0:33] if you can just pay down some of that [0:34] ignorance tax, even if the opportunity [0:36] vehicle isn't the perfect one, you will [0:38] still have a significantly higher [0:40] likelihood of winning. And one of the [0:41] big fallacies of your first business is [0:43] that it's going to be your last [0:44] business. And it almost never is. And so [0:46] the idea is like it's much more valuable [0:47] to get started on something that you [0:48] have a higher likelihood of success on [0:50] so that you can get some faster rewards [0:52] for the behavior of getting into [0:53] business and then from there get some [0:55] resources, get some skills and then you [0:57] can have a better perspective from which [0:58] to make a jump or a decision on what to [1:01] do next. And at least that's that's how [1:02] I that's you know my two cents on it. [1:04] Real quick, if you're a business owner [1:06] and you are not growing as fast as you'd [1:07] like, I'd like to give you a free gift. [1:09] So my team and I put together the $100 [1:12] million scaling roadmap, which is [1:13] basically 200 hours of us looking over [1:15] all the portfolio companies we've had [1:16] and what stages of growth they went [1:19] through and more importantly where they [1:20] got stuck and how they got past it. And [1:22] so we broke it in these 10 stages and we [1:24] made this little kind of quiz thing [1:26] where if you put in your business [1:27] information, it'll tell you where you're [1:28] at and the most important part for you, [1:30] what to do for each of functions of the [1:32] business across product, marketing, [1:33] sales, customer success, recruiting, IT, [1:35] human resources, and finance. And so no [1:37] matter what you're struggling with, [1:39] someone else has already struggled with [1:40] it and solved it. And so I'd like to [1:42] give you this thing absolutely free. You [1:43] can go to acquisition.com/roadmap, [1:45] plug in your business information, and [1:47] if you want us to actually help you [1:49] deconrain the business and you're trying [1:51] to scale, we'd love to help you out on [1:53] the thank you page. You can just book a [1:54] call with my team and we will look at [1:57] the business, see if we can help. And if [1:58] we can, we'll invite you out to Vegas [1:59] and we'll do this in person live.

===FILE=== Ul87yrDKZ78 - How to CLOSE THE SALE when the prospect says, “I left my wal.txt
https://youtu.be/Ul87yrDKZ78
How to CLOSE THE SALE when the prospect says, “I left my wallet at home..”

[0:00] In this video, I'm going to walk you [0:01] through exactly how you can overcome I [0:03] forgot my wallet at home. [0:06] If you don't know who I am, my name is [0:07] Ashramosi. I own acquisition.com. It's a [0:09] portfolio of e-learning and coaching [0:11] businesses that does about $85 million. [0:12] And so, what I want to talk to you about [0:13] today is how do you overcome this? And [0:15] you can do this in person or you can do [0:16] it over the phone. And there's a process [0:17] that we've used and this is just I had [0:20] to learn this the hard way was figuring [0:21] out how can I set this up so that I can [0:23] decrease the likelihood that someone [0:24] says they forgot their wallet. Now, [0:25] notwithstanding, you probably messed [0:27] something else up in the sale earlier, [0:28] which would make them say that cuz [0:30] realistically, no one ever leaves their [0:31] home without something to pay with. [0:32] Like, think about yourself. You've [0:33] literally never left home without a way [0:35] to pay for stuff. All right? So, like, [0:37] it's not actually real, but it's nice to [0:39] have stuff in your back pocket to know [0:41] how to decrease the likelihood that it [0:42] comes up and then how to address it if [0:44] it does. Okay? And so, once we've gotten [0:46] to the end of the sale and we say like, [0:47] "Fair enough." And they'll say, "Yes." [0:48] And you say, "Cool. Let me see your ID. [0:50] Do you have your ID on you?" which is [0:52] the question that I would and I would [0:53] always do this and and like if you're in [0:54] person or you probably do it on Zoom, [0:55] you just look at them, you're like, "Do [0:56] you have your ID on you?" And I do this [0:57] and then they know that they take out [0:59] their ID, right? And so what happens is [1:01] they'll either take out their purse if [1:02] it's a if it's a lady or it's a guy, [1:04] he'll take out his phone or his wallet [1:06] wherever he keeps his ID. Now, the next [1:08] part that's important here is that [1:09] especially if you're in person, but you [1:11] can also see this on Zoom is that when [1:12] they're taking it out, they usually have [1:14] their ID next to the things that they do [1:15] payment with. And so once they have [1:17] given you the ID because it's much [1:18] easier to ask someone for their ID than [1:19] it is to ask them for their payment [1:20] method. You then say, "Awesome." And so [1:22] you take you you see it, you take a [1:24] picture of it if it's on Zoom because [1:25] you need it for your stuff or if you're [1:26] in person, you should take it from them. [1:28] And the reason you do this is because it [1:30] actually builds trust when you give it [1:31] back. All right? Because it means that [1:32] like, hey, you have nothing to fear [1:33] here. I grabbed it from you and I'm [1:34] giving it back. But it's much easier to [1:35] grab someone's ID than it just to grab [1:37] someone's credit card. All right? So, [1:38] hey, do you have your ID on you? Right? [1:40] They say yes. They pull their wallet [1:41] out. You can see the fact that they have [1:42] cards. You say, "Great." You take it. [1:44] You write down the stuff. You make, oh, [1:45] you're from so and so. Oh, that's so [1:47] cool. I know I have a dog in Michigan. [1:49] Blah, blah, blah, whatever. Right? You [1:50] write it down and then you hold it back [1:51] and you hold on to it and you look at [1:53] them and you say, "Let me trade you for [1:54] the card you want to use." Okay? Let me [1:56] trade you for the card you want to use. [1:58] And so when you say that, you're [2:00] literally staring. And ideally, if [2:01] you're in person, I would shake the card [2:03] in the direction of the wallet that's [2:05] sitting on the table or the phone that [2:06] they have that has like the slots in it [2:08] or whatever or their purse, whatever it [2:10] is. like you're shaking in the direction [2:11] so they know that they need that you're [2:12] indicating that they need to take out [2:14] their wallet. Okay. So at this point [2:16] they'll usually you've already you've [2:17] already set the scene so that you're not [2:19] going to have an issue with this. Now [2:21] this is the only thing they can possibly [2:22] say at this point because they've now [2:24] shown you that they have payment methods [2:25] in front of them. They will then say I [2:27] don't have the card that I want to use. [2:29] Okay? And so in this instance, there's [2:31] two things that you can do from this [2:33] point besides like and depending on the [2:34] level of rapport, you can back up a [2:36] second, be like, "Hey, Sandy, listen. I [2:38] don't want to make you feel like, you [2:39] know, uncomfortable in any way." And [2:40] this is where you have to ask questions [2:41] based on some of the information that [2:42] you've had up to this point. It's like [2:43] what would make this not a fit for you, [2:44] right? And sometimes it's like you just [2:46] you just skip all the and you [2:47] just ask like, "Hey, let's just pivot [2:48] for a second. Don't worry about signing [2:50] up. I just want to talk to you. Like [2:51] what did you come in here for? I want to [2:53] lose weight." Okay, cool. What have you [2:54] done? Like you basically have to re [2:55] remind them of the sale. But if you [2:56] don't have to do that, here's the two [2:57] ways you can overcome this. Number one [2:59] is they'll always have their phone on [3:00] them. Okay? Now, if they don't have [3:01] their phone on them, like every single [3:03] human being on planet Earth has their [3:04] phone on them, right? For everybody [3:05] who's uh online, of course, there are [3:07] countries that don't have phones and [3:08] that is unfortunate, but you're on [3:09] YouTube and you're watching this, so you [3:11] have a phone. Okay? So, you ask them to [3:13] take their phone out or and and you say, [3:14] "Cool. What bank do you bank with?" And [3:16] then they'll say whatever bank they bank [3:18] with. And you're like, "Cool. Can you [3:18] pull up your banking app real quick?" [3:20] And they'll be like, "Okay, cool. Go to [3:21] statements." As soon as they go to [3:23] statements, you say, "Cool. There you [3:24] go. You can click any of the months. It [3:25] doesn't really matter." And on the top [3:26] right, you'll see your account number. [3:28] And so right there it's the full account [3:30] number for their their account and you [3:32] can write that down in lie of a credit [3:34] card. It's an a transaction. If you [3:36] can't do a transactions, you should get [3:38] that set up with whoever processes your [3:39] money because it opens up another way [3:41] for you to make a sale. The other [3:43] alternative is to say, "Hey, no worries. [3:44] Do you have your Apple wallet set up?" [3:45] Now, I wouldn't do that as my go-to. I [3:47] would do the bank statement and a [3:49] display first because just about [3:51] everybody who banks has their banking [3:52] app on their phone and a way to pull the [3:54] statements and see the account number. [3:55] So, the likelihood that you do that is [3:56] virtually 100%. And so, this works [3:59] especially well for in-person sales [4:01] because like they're right there, they [4:02] have their phone. You can say, "Pull, [4:04] cool. Do you have your phone on you?" [4:05] They'll say, "Yes, obviously." You say, [4:06] "Cool. Pull your banking app up." They [4:08] pull it up. You walk them through [4:09] statements, account numbers at the top [4:11] right, and you write it down. If you [4:11] don't do a go get it set up so that you [4:13] can do this to overcome these issues, [4:15] right? And then option two is you have [4:17] them pull up Apple Wallet. And if they [4:18] don't have Apple Wallet, then you're [4:20] like, "Cool. How about this? Why don't [4:21] you put one of the cards you don't want [4:22] to use down right now? Cuz I have to do [4:24] that. That's policy, right? So, you put [4:25] it outside of yourself like, "Hey, this [4:26] is just how we've always done it, [4:27] right?" And you get them to write down [4:28] the card that they don't want to use and [4:30] we say, "No worries. What I'll do is [4:32] I'll delay the payment for for for 24 [4:34] hours and so that you can go home and [4:36] just and just swap whatever card you [4:37] want you want to use for it." Okay. So, [4:39] it'll run tomorrow. So, just make sure [4:41] that when you get back and I'll shoot [4:42] you a text. What time you going to get [4:43] home? Okay, cool. I'll set an alarm on [4:45] my phone. Why don't you set an alarm on [4:46] your phone cuz you have your phone out. [4:47] Um, and I'll call you at that time. [4:48] Cool. Great. And then you can get it. [4:50] And so to walk you through this, you [4:52] write down the info and make a joke [4:54] about where they're from. And you build [4:55] you reinforce rapport, indicate, you [4:57] shake it back to them and say, "Hey, let [4:58] me let me trade you for the card you [4:59] want to use." Most times this will like [5:01] this will handle 80% of the scenarios [5:03] anyways. They'll give you the card. If [5:04] they don't give you the card, right, cuz [5:06] they say, "I don't have the card that I [5:08] want to use." Because it's the only [5:09] thing they can really say in this [5:10] instance is you say, "Cool. Pull your [5:11] banking app up. Get a If you can't do [5:13] that, you've got Apple Wallet, which you [5:15] can see, do you use Apple Wallet?" If [5:16] they say no, then you go to the final [5:18] step that you can do, which is let me [5:19] just use one of the other cards you [5:20] have. We'll delay the date and then I'll [5:22] text you in a minute or when you get [5:24] home so that we can swap the cards. Fair [5:25] enough. Right now, either way, the deal [5:27] was closed with that credit card and you [5:29] have the contract on file that says [5:30] that. Okay. So, you're fine, but it's up [5:32] to them to swap it out. Now, the key [5:34] point here is that you can ask questions [5:36] like, "Hey, um, you still want to do [5:37] this, right?" And they're like, "Yeah, [5:38] of course." And you're like, "Okay, [5:39] cool. Then let's just put this other [5:41] card in, and then when you go home, you [5:42] can swap it out for me." All right, fair [5:43] enough. Easy. Okay, cool. Now, sometimes [5:46] it's like, well, I don't have enough [5:47] money. And so then you're like, cool. [5:48] What day do you get paid? And a lot of [5:50] times it's like whenever I'd have like [5:51] Friday's coming up. Awesome. So what? [5:53] Today's Wednesday. Let's put it on [5:54] Friday and that's when you get paid. [5:56] Cool. Okay, great. Boom. And a lot of [5:57] times you can just close the deal cuz we [5:58] just have to identify what the issue is. [6:00] And you can usually tell based on the [6:01] rapport of the person that sometimes [6:02] they're hesitant because they actually [6:03] don't know if they have money or they're [6:04] hesitant because they don't want to do [6:06] the program. And that's why it's [6:07] important to ask like, "Hey, you sure [6:08] you still want to do this? Like I just [6:09] want you to get what you said you wanted [6:10] to come in here for." If they say, [6:11] "Yeah, no, no, no. I want to do it." [6:12] It's like, cool. Then let's just put [6:13] that card down. That gets you in. you [6:14] locked your spot up, like you're in the [6:16] program, you're good. And then when you [6:17] get home, just swap the cards you want [6:18] to use, right? And it's like, cool, got [6:19] it. That is the four or fivestep process [6:21] I I walk through to decrease the [6:23] likelihood that someone says they left [6:24] their wallet at home. And we can prove [6:26] that they didn't leave their wallet at [6:27] home. If they say they left the type of [6:28] payment that they wanted, the steps to [6:29] overcome that so that that doesn't blow [6:31] up the deal for you. All right? And I [6:33] learned this just from doing a zillion [6:34] sales um in my life and step by step [6:37] adding these little tweaks that improve [6:38] the likelihood that I was actually going [6:40] to close the deal. And so my hope is [6:41] that you can use this immediately and [6:43] not have to go through all those sales [6:44] uh to use this stuff in your life. All [6:46] right, so keep being awesome. Lots of [6:47] love, Moy Nation. I'll see you guys in [6:48] the next video.

===FILE=== Vpb1xfOTCss - The 2 Ways to Use a Community Inside an Existing Business.txt
https://youtu.be/Vpb1xfOTCss
The 2 Ways to Use a Community Inside an Existing Business

[0:00] If you would be running gym launch right [0:02] now, how would you approach it with the [0:04] school games in mind? Would you even [0:05] participate in it? So the big picture [0:08] here is you have to understand what the [0:10] function of a community is, right? So I [0:14] would say that there's two use cases [0:15] that exist. Well, there's probably more [0:17] than two use cases, but I would say two [0:18] from a business perspective, right? So [0:21] use case one is the very obvious one, [0:22] which is that you use the community as [0:26] the the entirety of your business. And [0:27] so that's the simplest setup, right? And [0:29] that's why this works well for a lot of [0:31] people who are starting out because [0:32] there's really nothing else you have to [0:33] do. You just drive traffic to a page, [0:35] people buy, and then you deliver inside. [0:36] Like, it's pretty straightforward, [0:38] right? If you have an an alternative [0:42] business, right, a business outside of [0:44] of school, then you will you will have [0:48] probably one of two uses for it. So, use [0:51] number one is that it becomes long-term [0:52] lead nurture, [0:55] which you can either do for free or as a [0:56] low ticket community to ascend into [0:59] higher levels of service, right? But in [1:00] either situation, the objective is to [1:02] just nurture people to ascend. Now, if [1:04] you put a little bit of a low ticket [1:05] there, then it creates a, you know, a [1:07] quality barrier. Um, make sure you don't [1:09] have spam bots, things like that, um, [1:10] inside of the community, which I don't [1:11] think is a bad idea. Um, or, uh, you can [1:14] just make it free, right? Either of [1:15] those scenarios would work, uh, for the [1:18] business. That's if you're using it as [1:20] nurture. [1:22] The secondary objective would be to use [1:25] it as part of your delivery, right? And [1:27] so this is where like if you're let's [1:28] say an advertising agency, well school [1:30] is not going to do the advertising [1:31] agency work for you. You got to run ads. [1:33] You got to make creative. You got to do [1:34] that stuff on behalf of your customers, [1:35] but you can still put them somewhere, [1:37] right? So that they have an another [1:39] place where they can interact with you, [1:40] where they can answer questions, where [1:41] they can interact with each other. And [1:43] all those things are kind of value [1:44] additive that cost very little for you. [1:46] So it's like in a lot of ways it's like [1:48] adding free value to your customers that [1:50] doesn't take a tremendous amount of [1:52] time. Um and so basically those are so [1:56] use case number one is that it's the [1:58] whole business and if this isn't the [2:00] whole business then it's either going to [2:02] be a nurture vehicle or a portion of [2:04] your delivery. So for Gym Launch, Gym [2:07] Launch provides a tremendous amount of [2:09] services. And this is what like I would [2:10] say people who describe Gym Launch or [2:12] don't understand the actual business, [2:14] think it's like an info business, and it [2:16] really isn't. Um, it's much more akin to [2:19] what would be considered a white label [2:21] franchise. I wouldn't use the word [2:23] franchise because it's not a franchise [2:24] in terms of legality. So to be clear, if [2:27] this ever is made public, we are in no [2:29] way a franchise, nor do we use that [2:31] language, nor do we describe ourselves [2:33] that way. But in terms of the functions [2:35] of what we do, we provide [2:38] marketing services, sales services, um [2:41] we give ads like we actually make the [2:42] creative for um for for customers. [2:45] Obviously there is a component of [2:46] training that exists there. Um we have [2:49] gross uh buying discounts that we [2:50] negotiate on behalf of all the gyms for [2:53] uh vendors that they need for like [2:54] equipment for flooring. There's a lot of [2:56] there's a lot of things that happen to [2:58] run a gym. Um, and so us the use case [3:01] for gym launch would make it unlikely to [3:03] try and win the school games. And again, [3:05] I want to I want to be clear here like [3:08] it's great to win anything. That's [3:10] great. But there's there's multiple [3:12] games at play, right? There's the game [3:14] of business, there's the game of life, [3:16] there's the game of your relationship [3:17] with your your loved ones, whatever. And [3:19] so like I would want to make sure that [3:20] I'm not losing a bigger game to win a [3:22] smaller game. All right? like it's cool [3:24] to come out and listen maybe I'm [3:26] unselling you know uh coming out to come [3:28] see you know come see us which I'm you [3:30] know of course it warms my heart but [3:32] don't make less money to do that if you [3:34] think that like don't take your your [3:36] your agency you know what I mean and [3:39] then try and say actually we're a [3:40] community now but like then you have to [3:42] deliver ser no don't do that like you [3:44] can monetize through your own thing and [3:46] just have the community there as just a [3:48] a feature it's a feature of the services [3:50] you deliver so to answer your question [3:53] Joshua [3:53] Um, Gym Launch does use school. We do [3:57] not compete in the games because it's [3:58] not it's not core to the business. It [4:01] is, however, a way better community [4:03] platform and I I'm almost positive that [4:05] we use it in both functions, both for [4:06] nurture and for delivery. [4:10] Cool.

===FILE=== WAmCM4pzhco - You Can’t Beat Me at Business, So Play a Different Game.txt
https://youtu.be/WAmCM4pzhco
You Can’t Beat Me at Business, So Play a Different Game

[0:00] All right, let's see how this Tik Tok goes. All right, Dicky dockie. [0:07] All right, Maria 1K a day. Secret sauce freeh harmony xup support alldayfreedom.com. [0:15] Let's go. New link. [0:17] See what we got here. How to generate I mean it's a simple landing page which I am generally in favor of. Okay. Um, [0:31] okay. This would be one where I would say specificity would be helpful because right now this is very generic. Um, I don't even know who this is for, what [0:39] the vehicle is about, what the opportunity is. Uh, it's just like how to make money, like almost literally how to make money. Um, and so you want to [0:47] you want to drill down. Um, let's see here. Yeah, again it's the same thing here. And I know you me you mentioned earlier in the in the comments that you're trying to narrow down your [0:55] avatar. Um I'll I mean I could take a shot right now and say that you probably want women. So there's step one. There's [1:04] probably an age range that you're looking for. Probably around your age. [1:08] Um I would bet that you probably do well with women who care about their appearance. Again, I'm going to be [1:16] saying what I'm seeing. And so the people who see this stuff are the types of people are going to be attracted to your content. Now if you're like [1:23] actually I really succeed with older men, then this is not the right content to attract them. [1:29] And so the big thing here is like we have to think about you know what's the bait and you know who's the fish that we're fishing for. Um and so that's [1:38] honestly I think you just need to narrow down your avatar. Um and you do that by look like that will you narrowing down your avatar is the biggest strategic [1:46] thing. Like it's a huge strategy thing you do in a business, but it's super important because that's what allows everything flows from that who, right? [1:54] From that who the the the lead magnets become specific. The messaging and the copy become specific. The content you make is going to be relevant to the pains that they're experiencing. And so [2:03] then you can be more you can literally add more value to those people because you are specific. And so like I've said this before like I can't if I'm if I if [2:11] I wanted to help a dentist, right? So there's there are dentists who follow me, but a guy who is a dentist who helps other dentists make more in their [2:19] dentist stuff and makes all his content about dentist things, I may know more about business, right? But he's going to [2:28] be more nuanced in his examples. And so I might be better at delivery. I might have better stories. I might have better formatting, but he'll still be able to [2:35] do well in that niche. And this is why I recommend people niching is that you're not going to compete with me at business. And I'm not saying that's a slight you. I'm just saying that I have more evidence than you probably do. And [2:44] so that's working in my favor. So you want to you want to counter position against that and say, "Okay, if I can't beat him at that game, I have to play a different game." And so you want to beat [2:52] me in the trenches. Like that's in the trenches is the super niche knowledge of like, "Hey, you ever person who gets their teeth whitened and then just leaves and never comes back, right? Like [3:00] 3 minutes here's here's three ways to turn whitening clients into recurring long-term whatevers, right? And so you wanna you want to get really zeroed in [3:08] on the pains they're experiencing in and The content is not going to perform as well, but you're going to get leads that are going to bought.

===FILE=== X4z_5m5_hig - How to Build Unshakeable Fortitude in Your Business.txt
https://youtu.be/X4z_5m5_hig
How to Build Unshakeable Fortitude in Your Business

[0:00] here is fortitude. All right? It's the [0:02] intensity of behavior change once your [0:04] tolerance threshold has been surpassed. [0:06] Let me translate that. So, it's how much [0:09] you change how you act once you've had [0:12] enough hard stuff that you snap. How low [0:15] do you go? How upset do you get? All [0:17] right. That's what you have to think [0:19] with. [0:21] Mic is cracking. That's what I'm getting [0:23] in the uh We're good. [0:25] We fixed it. [0:25] We fixed it. All right. There we go. So [0:28] the way to think about fortitude, do you [0:30] take a deep breath, walk outside for 5 [0:32] minutes, and then you come back? [0:35] If so, then you have high fortitude. All [0:37] right? So you have very small change in [0:39] behavior after you crack. So even though [0:42] you crack, it's not like you didn't [0:43] like, you know, well, I'll show you what [0:45] I'll show you what low fortitude looks [0:46] like. So or do you like something bad [0:49] happens? This would be a low fortitude [0:51] example. Do you quit your job, get [0:54] divorced, and get into hard drugs? [0:58] Right? Look at the difference between [0:59] these two things. So if you have low [1:00] fortitude compared to the high fortitude [1:02] example, you have a way steeper drop, a [1:05] way larger change in behavior as a [1:08] result. We lost your mic again. This is [1:12] this is dog [1:14] We're still good though. Static is gone. [1:16] Mic is disconnected and died. [1:22] Can still hear me though. Okay. So what [1:24] are we what are we doing here? What's [1:25] going on? [1:28] Are we all right? Can people hear? Can [1:30] you guys hear? Yes. [1:34] All right. All right. We're good. Mic [1:36] has echo. All right. I don't know what [1:38] to tell you. You're testing my fortitude [1:41] right now. Technically, you'd be testing [1:43] my tolerance right now. Um, I'm back [1:45] 100%. It's just echoey. [1:49] Okay, [1:51] great. Rock and roll. So hopefully you [1:54] can see the two visual next to me. Low [1:56] fortitude, very small change of [1:58] behavior. High uh sorry, very large [2:00] change of behavior. High fortitude, very [2:02] small change in behavior. You've got [2:04] you've got uh it doesn't once you do [2:07] snap, you don't really snap. You just [2:09] say, "You know what? Maybe I'm down for [2:10] a couple days. Maybe I'm down for a [2:12] minute or two. Maybe I get upset when my [2:14] wife says something." And you think, [2:16] "Okay." And then you're back. Right? [2:17] That is high fortitude.

===FILE=== XH5DbavDfNI - 1 of 3 Paths to starting your first business.txt
https://youtu.be/XH5DbavDfNI
1 of 3 Paths to starting your first business

[0:00] got into school about a week ago. What [0:02] would be your biggest recommendation? [0:03] 7-day trial, etc. Okay. Yeah. So, um, if [0:06] you So, Kenzie, it really depends on [0:08] where you're actually at. So, there's a [0:10] lot of people who are new to school, but [0:11] in very different situations. And so, [0:13] I'll put you in one of three buckets. [0:17] Bucket number one, well, actually, if [0:18] you're new to school, then you're really [0:19] in really only one of two buckets, I [0:21] guess. So, you have bucket number one is [0:24] you actually know nothing about [0:25] anything, right? You've never made a [0:27] dollar anywhere in the world. And we [0:29] have to figure out what you know so that [0:31] we can build a community. What you know [0:32] or what you're interested in to figure [0:34] out a community around it. So there's [0:35] the big three Ps which I'll get to in a [0:36] second but pain, profession, passion, [0:39] right? There's typically going to be [0:40] what you're going to pick from. If you [0:43] have made money outside of school, then [0:44] you'd be kind of like the gym launch [0:45] scenario. You have a business. Either [0:47] you're going to use school as lead [0:48] nurturer or you're going to use school [0:50] as a component or feature of the [0:51] delivery of your services. All right. Um [0:55] I would say vector three is you have an [0:59] audience outside of school, you have an [1:02] inefficient way of monetizing them and [1:04] then you want to use community as the [1:05] primary way of monetization. All right, [1:07] so I guess that's the third bucket. But [1:09] basically one is you have nothing. The [1:12] other one is that you have a business [1:13] and you have made money. And the third [1:14] is that you have an audience and a skill [1:16] set but not monetization, right? And so [1:18] it depends on which of those three [1:19] buckets you're in. But I think this will [1:21] probably be valuable for everybody here [1:22] as I walk through all three. So, if [1:24] you're a beginner, you have to pick some [1:26] pain that you overcame, something you're [1:28] passionate about, or some past [1:30] profession that you have skills in that [1:32] you can then build a community of other [1:33] people who want to learn those skills, [1:35] overcome that pain, or pursue that [1:37] passion. Man, that sounds nice, doesn't [1:38] it? Um, and so those are basically what [1:40] you'd build your community around. If [1:42] you're starting out in that bucket, I'd [1:44] recommend you start for free, not free [1:46] trial, free, free. build up that [1:48] community, build up the engagement, [1:50] learn how the community works, and then [1:52] you can transition it to a free trial [1:53] into paid. So all those people will get [1:55] grandfathered then, which is gives an [1:57] even stronger reason for them to join [1:58] the community now because you are going [2:00] to charge for it later. So I would let [2:01] them know that you're going to charge [2:02] for later. Um, and then transitioning to [2:04] a free trial, which is a much easier way [2:06] um to get people in. Now, we also have [2:08] some phenomenal stats that we have um [2:10] from the system system overall. And if [2:14] I'm not mistaken, I think it's 48% of [2:16] free trials convert on school. So like [2:19] really impressive. Uh and we get um and [2:23] so here's what's actually interesting. [2:24] The amount of people who convert on free [2:26] trials uh on the on the buying page is [2:28] about the same systemwide, which is [2:30] actually kind of interesting to me. Um [2:32] but I I actually think that the real [2:34] advantage of free trials is that you get [2:36] way more people to the page. So if [2:38] people know it's a free trial, you might [2:39] get way more clicks even if half [2:42] convert. Basically, as long as you get [2:44] more than twice as many people to the [2:45] page because it's free, then you make [2:47] more money by having a free trial. Okay, [2:49] so that's the TLDDR of that. If you have [2:51] a business, right, but it's a different [2:53] type of business and you want to use as [2:54] a component. To me, that's probably the [2:56] most straightforward use case. You just [2:59] basically include a link to your free [3:01] community that is in the thank you page [3:04] on the thank you page or in the thank [3:06] you uh email that you send after someone [3:08] opts in anywhere and then they get a [3:10] link to to your community either to get [3:12] nurtured or or deliver the lead magnet. [3:14] So if it's a nurture community it's like [3:16] someone opts in you say hey here's the [3:18] community inside of it you'll find the [3:19] lead magnet. Cool. So that's one way to [3:21] deliver it. The other way um is that [3:23] it's just like someone buys the thing [3:25] and then inside of their like onboarding [3:27] it's like hey let's add you to the [3:28] community. So that's kind of use case [3:29] too. You already have a business you're [3:31] adding this is either feature to before [3:33] someone's customer journey or after they [3:35] become a customer. Cool. The third third [3:39] uh uh element here is the people who [3:41] already have an audience um and are [3:44] starting a community to monetize that [3:45] audience. So this path actually looks [3:47] very similar to the first one because [3:49] the thing is you just already know what [3:51] you're passionate about, what you're, [3:52] you know, what your pain you overcame or [3:53] whatever professional skill you're [3:55] teaching. So you already know all that [3:56] stuff unlike somebody who's beginning. [3:59] And so you're just going to drive people [4:00] to the community about that and [4:02] obviously monetize. Now whether you use [4:03] a free trial or not, my my [4:05] recommendation is to use a free trial. [4:08] Uh I think that overall people who are [4:10] like we can see right now as soon as we [4:12] introduce the free trial uh GMV went up [4:16] by a lot and so to me that's a pretty [4:18] strong indicator that like basically [4:20] more people are making money uh by [4:22] having it. So that's kind of like my the [4:24] nice thing that we have is we have such [4:25] big data that we can like kind of make [4:27] generalizations. GMV is gross [4:28] marketplace volume. So we can see what's [4:30] the overall marketplace volume on [4:32] school. And so if we introduce a new [4:34] feature that like we're like oh we're [4:35] really excited about this. and then like [4:36] nothing happens. We're like, "Okay, [4:37] well, I guess it didn't really, you [4:39] know, demonstrabably change people's [4:40] outcomes." Whereas, if we add, you know, [4:44] when we added free trials, we had a [4:45] significant bump in engagement across [4:47] all communities and we had um more more [4:51] basically just more revenue overall [4:52] going through the platform. So, to me, [4:53] that's a people make more money than not [4:55] by having free trials. And there's a [4:56] reason that we use a free trial. Like, [4:58] we use a free trial like cuz if you have [5:01] a good product, then you just want [5:02] people to try it and lower the barrier. [5:04] Okay. Um, hopefully hopefully Kenzie [5:07] that was I think it was a pretty [5:08] thorough

===FILE=== XJ_-7_9x9XE - Why Most Pricing Ladders Don’t Actually Work.txt
https://youtu.be/XJ_-7_9x9XE
Why Most Pricing Ladders Don’t Actually Work

[0:00] Yes, sir. I sell interior design and [0:03] wellness advisory services to ultra high [0:05] net worth families and family offices. [0:08] Okay. Love this. I am I am that. [0:11] [laughter] [0:12] Yes, [0:13] I'm the avatar. [0:13] Exactly. You are my avatar. [0:15] Yeah. Okay. What's [0:17] Robins? Actually, [0:18] what's what's revenue? [0:21] It's currently at 1.6. [0:24] Okay. [0:24] And I'm looking to be at 10 million by [0:28] end of next year. and then scale this to [0:30] 250 million in the next 10 years. [0:33] All right, let's rock. What's the [0:34] problem? [0:36] So, it's a little bit of a Van Western [0:38] Dorp um issue where I'm building out [0:41] this ladder and I have a question about [0:42] the pricing structure. Basically, would [0:45] you or Tony Robbins buy this ladder? Um, [0:48] okay. [0:49] Kind of the constraint I have right now. [0:50] I want to know it before we scale it. [0:52] Okay. [0:52] So, I have three tiers. The first one is [0:57] the lowest and it's $80 a square foot [1:01] for [1:02] renovating or building a new home and [1:04] that includes all of the construction [1:06] selections, the drawings, the furniture [1:09] layout and selections. We incorporate um [1:13] about a dozen different layers of [1:14] wellness and we collaborate with the [1:17] builder and architect. So that's tier [1:19] one, $80 a square foot. And the whole [1:21] vacation is that we convert their home [1:24] into a wellness sanctuary so they don't [1:26] have to leave to go to a wellness [1:27] retreat. [1:29] Okay. [1:29] And tier tier two is a 7 to 10 year [1:33] commitment across their whole real [1:35] estate portfolio. [1:36] Okay. [1:36] And it's a $100 a square foot because we [1:39] do everything that's included in the [1:40] first tier. We also add um strategy [1:44] across the residences. [1:47] uh a plan for sequencing. The rates are [1:50] locked in across that time period and we [1:52] do like a property review to make sure [1:54] every function of each property is in [1:56] alignment. And then the final tier, tier [1:59] three is the other two tiers plus more [2:03] of their whole ecosystem. So we advise [2:06] on their yacht, their plane, their [2:08] offices. Um, and they get curated annual [2:12] experiences like we'll go to Italy and [2:14] pick out their slab um for their [2:16] countertop. We'll meet the artist in [2:18] Vienna, whatever it is. They get [2:20] priority placement. They get a 15-year [2:22] road map and they get annual council [2:25] reviews where they've had a life event, [2:28] um, a baby, an injury, and we're [2:30] presenting to the board about um, you [2:34] know, what we'd recommend. So, they get [2:36] priority. [2:38] And what's the price on that? [2:40] That one is $100 a square foot as well, [2:43] but there's a 200k [2:46] uh stewardship retainer annually. [2:49] Okay. Have you sold many of these? [2:53] No. Well, short answer, the top two, [2:56] tier two and three are what we're [2:58] adding. The tier one we've been doing [3:01] for 20 years. M [3:05] so that's what I'm I'm like I don't know [3:08] I've run this through the AI like [3:10] different ways and I just don't know how [3:12] to build this ladder. [3:13] Yeah [3:17] h [3:20] well I'm not actually sure if a ladder [3:23] is the approach I would use with this [3:25] with the business you have. [3:27] Okay. [3:28] Cuz when you talked to me through all [3:30] all three of those, the first one made a [3:31] lot of sense and the other two I was [3:33] like kind of squinting a little bit. Um [3:36] Okay. [3:36] Because fundamentally, let's say you did [3:38] tier one and then I said, "Hey, can you [3:39] do my yachts, too?" [3:40] You'd probably be like, "Yeah, sure." [3:42] Right? And it would just be like at tier [3:43] one. [3:44] And so for fractal pricing to really [3:46] work, it needs to be like five times the [3:47] price. And so like going up by like 20% [3:50] that's like it's too it's too [3:52] undifferiated. Does that make sense? [3:54] Yeah. And also for me 10 year, 15 year [3:58] commitment sounds very heavy. [4:00] Okay? [4:01] Like I think the richest people in the [4:02] world want flexibility. We want options [4:04] and we want speed and we want to make [4:06] sure that it's very easy and that when I [4:08] pay you I don't have to redo it [4:10] because then I would hate you. [4:11] Right. [4:12] Right. So and the goal is [4:15] like I want to be working with families [4:19] through all their generations. I want to [4:21] be doing all their properties. So rather [4:23] than them hiring a designer in Spain and [4:25] Dubai and New York, I'm doing all their [4:27] properties. [4:28] So here's what I think you should do. I [4:30] actually think your annual retainer [4:31] should be dimminimous. [4:33] It should be like a rounding error in [4:35] this project. [4:37] And the reason for that is, and I I'll [4:38] explain why. So we do this in home [4:40] services a lot. And the way that it [4:41] works is like if I sell you a $100,000 [4:44] thing, right? I would say, "Hey, you [4:46] know, we do a maintenance plan for $500 [4:49] a year." Um, and it's a again it's a [4:53] tiny percentage of the thing and it's [4:55] because you don't care about the money [4:56] and it should be positioned as [4:58] insurance. Like I'll come by once a year [5:00] just to make sure everything's working [5:01] the way it should, all that kind of [5:03] jazz, right? And it's like that's what [5:04] most people do anyways. And so what it [5:06] does is it gives you an excuse to always [5:08] meet with them every year. And as soon [5:09] as you walk into a rich person's house [5:11] and you're an established vendor, [5:12] they're going to have for you to [5:13] do. [5:14] Okay. So to me that's you probably need [5:17] more continuity or want more continuity [5:18] I'm guessing in the business. [5:22] Yes. But I want to help people at a [5:25] deeper more integrated level almost like [5:27] a fractional board advisor for their [5:29] properties. So like we don't replace [5:32] their estate manager, we partner with [5:35] them. [5:36] Yeah, I get it. I guess my concern that [5:38] makes me nervous is that I don't want to [5:40] be like just doing, oh, we're gonna, you [5:44] know, will you help us refresh our [5:45] bathroom or redo the kitchen and like [5:48] small renovation projects. I want to do [5:50] the whole home. [5:52] I think that that's all going to come [5:54] down to like the the how rich the people [5:56] that you were talking to are. [laughter] [5:59] You know what I mean? Um, and as as much [6:02] as I may you may hate to hear this, like [6:05] the big the small jobs get the big jobs. [6:08] Yeah. [6:09] You know what I mean? So [6:10] I do hate to hear that. [6:11] Yeah. But the thing is is it doesn't [6:13] mean they're less profitable, right? And [6:15] if if you think about it is like this is [6:16] me maintaining the business so that in [6:18] three years or one because the thing is [6:19] is rich people buy houses and yachts and [6:21] planes all the time, right? And so like [6:23] every year they're going to buy [6:24] something or every other year they're [6:25] going to buy something. So, if it's an [6:26] off year, you still make money, you [6:27] still keep the relationship, you're [6:29] still top of mind. And then I would like [6:32] when I go there, I'm like, "Hey, what [6:33] else do you have in the in the pipeline [6:35] of acquisition that we need to be [6:36] looking at?" And then that you can price [6:37] that way because like fundamentally your [6:39] pricing already scales with the size of [6:41] the thing, right? So, you could have [6:42] like a yacht pricing, a jet pricing, and [6:44] a house pricing. That would make more [6:46] sense to me [6:47] um than having these tiers. [6:49] And then, [6:50] okay. [6:50] And then the maintenance plan I would [6:52] weave into it. You don't call it [6:53] maintenance. Call it strate whatever. [6:54] Whatever you want. It's I'm coming by [6:56] once a year. I'm g make sure your shit's [6:57] not up. [6:58] Um, but then when I'm there, I'm gonna [7:00] ask you what other you got going [7:00] on. I'm g sell you more [7:04] Okay. So, it's more of here's my core [7:07] offer and then I have a continuity plan [7:10] that [7:11] is just included and it's like an annual [7:13] retainer [7:14] and [7:16] Okay. And then I can figure out some [7:17] really great inclusions to include with [7:20] that. Do you think that the $80 a square [7:23] foot for the core offer figure we [7:25] typically do 10,000 foot home? [7:28] I literally did the math in my head. I [7:29] was like, "Yeah, I was like, "Okay, so [7:30] 800 grand." Um, it's funny because when [7:32] you said the $80 a foot, I I wrote it [7:35] down and I was like, the first thing I'm [7:36] going to tell her is that this number [7:37] means nothing to me. [7:40] Okay. [7:40] And what I mean by that is like I don't [7:42] know what $80 a foot is. I' I've the the [7:45] likelihood is most especially new [7:46] customers. This will be the they're [7:48] they're either going to only buy from [7:50] you because you're a referral, right? Uh [7:53] or they're pricing out three different [7:54] people. And at the end of the day, if [7:56] you come up more buttoned up, more [7:59] professional, better finishes, better [8:01] looking aesthetic, you'll win the [8:03] business, [8:05] right? [8:05] Because they're they're coming to you [8:06] not because they're trying to save save [8:07] money. They're coming to because they [8:08] want they want the best [8:11] right? And we've decommoditized [8:12] ourselves by saying we're a wellness [8:14] advisory, which positions us really as a [8:17] only one in the world at this point, [8:19] right, [8:20] that deals at the level of wellness that [8:22] we do and interior design. [8:24] So, we're not a commodity and they can't [8:26] really price this out apples to apples. [8:28] Sure. [8:29] So, it's opened a lot of doors, [8:30] including with like the Rockefeller [8:32] family office, but [8:33] I I just want to get, you know, the [8:36] pricing dialed in. So, you're saying [8:37] that if I were to pound a family off as [8:40] like their CEO, [8:41] if you said a hundred a foot or $80 a [8:43] foot, I have no clue. They're just going [8:45] to do the math and just figure out how [8:46] much it costs. You know what I mean? [8:47] Like it it means it's whatever. [8:50] But giving them that formula is okay, [8:52] don't you think? Like [8:53] it's they're just going to do the math. [8:55] It doesn't like you could have that be [8:57] internal and just price the job and send [8:58] it to them. [9:00] Well, yeah. Yeah. I want to like [9:05] give them something so that when they [9:07] get on the call with me, [9:09] they're not completely blindsided. Like [9:11] I'm trying to set the expectation of, [9:13] yeah, we do $20 million minimum for the [9:17] value of your home and [9:19] you know, like [9:20] I think if you set that up, [9:22] again, I don't think the $80 really does [9:24] much. Um, but if you set that [9:25] expectation up front that like we only [9:27] deal with ultra ultra high net worth and [9:28] family offices and it's $20 million [9:30] plus, you know, estates minimum, they're [9:32] already going to guess that you're more [9:33] than 100 grand, [9:34] right? [9:36] Yeah. [9:36] Right. [9:37] Okay. [9:38] So, I would I would I would not do this [9:40] ladder. I would have maybe I I don't [9:42] even really care about the ladder in [9:43] general. You're going to price your job [9:44] because you're so bespoke anyways. [9:46] You're bespoke. And so, I think the key [9:48] point is like sell whatever you can get [9:50] away with. A lot of people like if [9:52] you're a soul at the table, as long as [9:54] you give them exactly what they want, [9:55] they'll love you. Add in the continuity [9:56] so you can keep getting business from [9:58] them and it'll stack year over year. [10:00] Okay. Okay. Well, I'll just go $100 a [10:04] square foot and the continuity and [10:06] figure out some awesome features [10:07] [laughter] for that. And [10:08] 100's a nice simple number, right? Very [10:09] easy to do the math. [10:10] Yeah, [10:11] super easy. Do it in your head. I love [10:13] that. Okay, amazing. Thank you so much, [10:15] Alex. And I'm coming to L1 in March, so [10:17] I will see you soon. [10:18] Rock and roll. Appreciate you. [10:21] appreciate you. Take care. [10:22] You bet. If you're a business owner and [10:24] you are not growing as fast as you'd [10:26] like, I'd like to give you a free gift. [10:28] So, my team and I put together the $100 [10:30] million scaling road map, which is [10:32] basically 200 hours of us looking over [10:33] all the portfolio companies we've had [10:35] and what stages of growth they went [10:37] through and more importantly where they [10:39] got stuck and how they got past it. And [10:41] so we broke it into these 10 stages and [10:43] we made this little kind of quiz thing [10:44] where if you put in your business [10:45] information, it'll tell you where you're [10:47] at. And the most important part for you, [10:49] what to do for each of functions of the [10:50] business across product, marketing, [10:51] sales, customer success, recruiting, IT, [10:53] human resources, and finance. And so, no [10:56] matter what you're struggling with, [10:57] someone else has already struggled with [10:59] it and solved it. And so, I'd like to [11:01] give you this thing absolutely free. You [11:02] can go to acquisition.com/roadmap, [11:04] plug in your business information, and [11:05] if you want us to actually help you [11:08] deconstrain the business and you're [11:09] trying to scale, we'd love to help you [11:11] out on the thank you page. You can just [11:12] book a call with my team and we will [11:15] look at the business, see if we can [11:16] help, and if we can, we'll invite you [11:17] out to Vegas and we'll do this in person [11:19] live.

===FILE=== XMh09JEjU_I - Helping an Online Education Business Scale.txt
https://youtu.be/XMh09JEjU_I
Helping an Online Education Business Scale

[0:00] Hi again. [0:00] Yes, [0:01] crypto seller Ukraine number one seller [0:04] in all Ukraine. Spends lots of money on [0:05] ads. You've gone to Poland and you [0:07] haven't been able to get the market to [0:09] convert. We talked last night. You take [0:11] the words, look at the cultural [0:12] differences on chat GBT, translate your [0:14] existing marketing copy back into the [0:17] Polish cultural norms so that the right [0:18] language is used so that it converts [0:20] there. What's the question? [0:22] Wow, you have you have AI here already. [0:26] Narrow link something like this. Um I [0:29] prepare a little bit different question. [0:32] Thank you. Thank you. I promise that you [0:35] don't remember me. And [laughter] [0:38] um we sell crypto education uh to a wide [0:42] audience and mostly who want to meet [0:45] their basic needs. So there are no [0:47] specific audience. We make over 1 [0:49] million in revenue. We operate in [0:51] Ukraine and are watching in other [0:53] countries. I want to reach 10 million. [0:56] Um I more or less understand how by [0:59] expanding to new markets and uh we run [1:02] cold traffic from meta, Google, [1:04] influencers, telegram and uh etc. [1:07] through funnels and one auto webinar [1:09] funnel had generated over $20 million [1:12] and still working and um we tested VSSL [1:16] we put same content like in our in in [1:20] our auto webinar but shorter and without [1:22] comments activities. We tested [1:24] advertorials. We tested lead magnets [1:27] funnels and nothing works as well as [1:30] auto webinar funnel. Okay, [1:31] that's where the magic happens. Uh where [1:35] we are creating new webinar funnels and [1:38] testing new topics even new faces within [1:42] these funnels. Uh and I want to reach [1:45] the audience that doesn't attend [1:47] webinars. And uh my big question is how [1:50] to find best practices and uh what else [1:54] could gypothetically work and um I'm [1:58] reading your book about offers right now [2:00] and uh it it's inspired me to build [2:04] funnels for specific high paying [2:06] segments instead of just white audience [2:09] and uh I'd like to ask you your opinion [2:12] about this and is it the right way that [2:14] I that I think right now [2:16] so are you doing a million dollars a [2:18] year or because you said I remember the [2:20] 20 [2:20] million dollars more over a million [2:23] dollars per month [2:23] per month. Okay. Okay. That makes makes [2:25] me feel better. Okay. Because you're [2:26] like we're the biggest in Ukraine. I'm [2:28] like a million bucks a year. I don't [2:29] think so. Um yes, [2:30] maybe in crypto at, you know, maybe at [2:32] 12 in Ukraine. I don't know. I don't I [2:34] don't know what the proportional GDP is [2:35] there and I know there's war and all [2:37] sorts of stuff. So, I'm sure it's tough [2:38] over there. Um okay. So, if the goal is [2:41] to get bigger, um either I mean the [2:44] simplest thing to do would just be to [2:45] add an upsell to the existing UK Ukraine [2:47] market. That would be the simplest thing [2:48] to do. Highest likelihood impact. That [2:51] would just make you more money. That's [2:53] the that is for sure the easiest money [2:56] button. If you wanted to expand [2:59] frontends then um I think the idea of [3:02] like trying to hit the people who are [3:04] not on [3:06] Google and meta is not the framework [3:10] that I would use and the reason for that [3:12] is one everyone's on it secondarily the [3:14] people who aren't on it probably aren't [3:16] buying crypto [3:18] like if you're not on Google you're [3:20] probably not buying crypto you're not on [3:22] web two web three is going to be like [3:24] what is going on and so I think that [3:26] like the first thing I would do is [3:27] probably add the ascension path. Um that [3:30] would be like thing one. Um and then in [3:32] terms of uh expanding into new markets, [3:34] it was kind of what we talked about last [3:35] night, which is I think that um the [3:38] marketing that you're doing is just [3:39] simply not resonating in these other [3:40] markets because it's not your first [3:41] language. And so marketing is so nuanced [3:44] in terms of how copy's written, how like [3:46] what analogies are persuasive, um what [3:48] visuals resonate within a given a given [3:50] audience that um that's in my opinion [3:53] what the the highest likelihood gap is [3:56] for why it's not converting in those new [3:57] markets. [3:59] Yes, I understood we do upselles, we [4:02] have continuity, we have uh high ticket [4:04] products inside and we I think do [4:07] everything. uh and uh the main point is [4:10] uh what um what the best practices in [4:14] funnels uh can work with us. Um maybe I [4:18] don't understand clearly about Google. [4:20] Yeah, Google banned us every day and we [4:23] can work with our crypto. We are not a [4:25] crypto project. We are not some but but [4:28] not [4:29] well everything crypto related there's a [4:30] lot of [4:31] Yeah. [4:32] Yeah. [4:34] Yeah. [laughter] [4:35] Um, so I mean fundamentally the business [4:39] as it is today is just going to be a [4:41] cash business. It's not going to be [4:43] something that has enterprise value. And [4:44] so you're you're running a basic [4:46] arbitrage business, which is just I buy [4:47] media for a buck, I make $8 on gated [4:50] media, and I just run that as much as I [4:52] can. And so really the only the only way [4:55] to grow that business is to just market [4:56] more, spend more. That's it. And the [4:59] only way that you can do that is that [5:00] you continue to increase LTV. And so [5:02] you're going to reach a natural cap [5:04] based on the amount that you make per [5:07] customer and the cost of eyeballs. And [5:09] then over time that gap is going to [5:11] shrink and your margins are going to [5:14] compress. Which is why like right now [5:17] you have when I remember I did company [5:18] one company two yesterday. I walked [5:19] across here and I said you're you're [5:21] company one. You're a marketing machine [5:23] and you're you know blowing tons of cash [5:25] flow in the door and that's a good [5:26] thing. Um I call this a smash and grab [5:29] opportunity. It's unlikely that it [5:31] becomes something that has like [5:32] sustainable long-term enterprise value. [5:34] When I say longterm, I mean like 10 [5:35] years like you you can for sure run this [5:36] for more years than now, but it's just [5:39] going to be a more thing like how do we [5:41] spend more money and how do we make [5:42] better ads? But if you have converting [5:45] language, if you like auto webinars or [5:47] whatever is converting really well for [5:48] you, then there's t lots of little [5:50] things. So, which is probably out of the [5:52] scope of what I could answer in a verbal [5:54] Q&A, but it's like, have we split test [5:56] the first 30 seconds of the VSSL with [5:58] three or five, you know, three to five [5:59] different hooks. Um, you know, on the ad [6:02] side, like how many new pieces of [6:03] creative are we putting out a day? Um, I [6:05] don't know how many putting out, but [6:06] like if you get up to it's basically [6:08] about uh 50 50 pieces of creative per [6:12] $10,000 per day. [6:14] So, five pieces per thousand per day. [6:16] Hundreds per month. [6:17] Yeah. So, that would be from a creative [6:19] perspective. So, it would really just be [6:20] looking at every step of it and just [6:22] looking against the checklist um and [6:23] saying like like all we're going to be [6:25] doing with that business is just [6:26] improving it. Um there's not going to be [6:28] a big order of magnitude change that's [6:30] going to happen. It's just going to be a [6:31] hundred small things. Uh because it's [6:33] already profitable. You already have a [6:35] client acquisition system. So, it's just [6:36] like how do we go from 8:1 to 12 to one [6:39] so that we can then double ad spend and [6:41] be at 8:1 again but at twice the spend. [6:43] And that's literally the process. You [6:45] just do that over and over again. [6:46] Got it. Thank you so much. [6:48] Yeah, you bet. If you're a business [6:49] owner and you are not growing as fast as [6:52] you'd like, I'd like to give you a free [6:53] gift. So, my team and I put together the [6:56] $100 million scaling roadmap, which is [6:58] basically 200 hours of us looking over [6:59] all the portfolio companies we've had [7:00] and what stages of growth they went [7:03] through and more importantly where they [7:05] got stuck and how they got past it. And [7:07] so we broke it into these 10 stages and [7:08] we made this little kind of quiz thing [7:10] where if you put in your business [7:11] information, it'll tell you where you're [7:12] at and the most important part for you, [7:14] what to do for each of functions of the [7:16] business across product, marketing, [7:17] sales, customer success, recruiting, IT, [7:19] human resources, and finance. And so no [7:21] matter what you're struggling with, [7:23] someone else has already struggled with [7:25] it and solved it. And so I'd like to [7:26] give you this thing absolutely free. You [7:28] can go to acquisition.com/roadmap, [7:30] plug in your business information, and [7:31] if you want us to actually help you [7:33] deconrain the business and you're trying [7:35] to scale, we'd love to help you out on [7:37] the thank you page. You can just book a [7:38] call with my team and we will look at [7:41] the business, see if we can help, and if [7:42] we can, we'll invite you out to Vegas [7:44] and we'll do this in person live.

===FILE=== X_EDIO-6iO0 - Helping a Brick and Mortar Business Scale.txt
https://youtu.be/X_EDIO-6iO0
Helping a Brick and Mortar Business Scale

[0:00] You used to run gyms. I run a music [0:02] school. Cool. [0:03] And um pardon? [0:05] Works the same way. [0:06] I feel in some ways exactly. [0:09] Yes. So I yesterday we learned about [0:13] five mil eida. That means you get a five [0:16] times um multiplier. Blew my mind. [0:19] I cannot fathom how I could get a music [0:23] school to get to those numbers. Not [0:25] saying it's impossible, but I don't know [0:27] what the strategy is. I'm aware that my [0:30] current model, yes, my current model is [0:34] good. It can be better [0:36] which we will continue to work on. And I [0:39] am also aware that jumping from one [0:41] location to the next location is the [0:43] hardest jump. Once you know that, then [0:45] we can replicate the rest. So my [0:48] question to you is, what do I mentally [0:50] need to be prepared for for my first [0:52] jump so that the multiple jumps [0:55] afterwards are successful? [0:58] So [1:00] [sighs] [1:01] this I'll give you the litmus text that [1:02] we have for gym launch. So you guys [1:04] should remember this which is number one [1:07] the location has to operate on its own [1:09] without you for six months. That means [1:12] not that you're not in the facility [1:13] which is what people mistakenly think [1:15] that it operates without them. That just [1:17] means you're not doing anything but [1:18] you're absolutely running the facility. [1:20] You're just not teaching music lessons. [1:22] Big difference. So it needs to run [1:24] without you. as in you have a manager [1:27] and you say, "Here's the deal." You get [1:29] 10%. And this is my phone and this [1:32] doesn't ring. That's the trade. [1:35] Make sense? So, let's role play. Uh, [1:38] pipe breaks. What do you do? And they're [1:41] going to be like, "Call you." And you're [1:42] like, "Go. [1:43] What are you gonna do? [1:44] Go to the playbook." [1:45] Like, because what I'm going to do is [1:46] I'm going to pick up the phone. I'll [1:47] say, "What do you think I would do?" I'm [1:48] going to call a plumber. Great. Call a [1:50] plumber. [laughter] [1:51] Right? And so I had um I'll tell you a [1:53] fun story that you can tell the staff [1:55] that you're going to hire. Um my [1:57] godfather uh manages a gazillion dollars [2:00] and uh he uh has this rule like if I if [2:03] I ever call he immediately asks is it an [2:05] emergency? And if I say no he's like [2:08] then why are you calling? And if I say [2:10] yes then he's like then call 911. [2:13] And so it has to be it has to be kind of [2:15] the same setup there, right? Yeah. [2:17] So number one is it has to run without [2:19] you. truly without you as in you're not [2:21] making decisions, problems are not [2:22] escalating to you, you just own it and [2:24] you get a check. That's number one. [2:26] Number two is that during that six-mon [2:27] duration, it has to at least maintain or [2:30] grow in profitability [2:32] during that six months. [2:34] If you can do both of those things, then [2:37] it's just a question of what's what how [2:38] much cash flow do I need to open up my [2:40] next facility? And that becomes your c [2:41] your timeline for opening up. [2:43] That's it. [2:44] I mean, the first one's harder than you [2:46] think. [laughter] Okay. [2:48] I think I can I can just go on holidays [2:50] for six months, right? [2:52] Yeah. [2:52] It's a great test. I would start with [2:54] like a month. [2:55] Yeah. [laughter] [2:56] One week. Two weeks. [2:57] You're just [3:00] see you later. No, I Yes. It really is [3:02] that much. And just having the the the [3:04] thing is the first location has has your [3:06] thumbrint on it, right? And so there's a [3:08] lot of special things that you did [3:09] there. Everybody knows who you are. Um, [3:12] and so you have to try and replicate [3:13] that to a really great degree with the [3:15] next location. But the next location, if [3:18] you really want to do it, you want to [3:19] open up with you not even being on the [3:20] floor to begin with again. And so that's [3:22] where like at the original location, [3:24] that's why we have to maintain or grow [3:26] in profitability over that six-month [3:27] period because it demonstrates that the [3:29] that the machine that you have built um [3:32] is a good fundamental unit. The last [3:35] part, the third one, [clears throat] um, [3:38] is [3:40] a banger grand opening strategy. Every [3:43] single [3:45] privately owned four-wall kind of [3:47] service-based business that I'm aware [3:49] of, like I was referencing earlier, um, [3:51] has a killer grand opening strategy. [3:53] Like they have to know like if you look [3:55] at I mean you look at anything Crispy [3:56] Cream you look at Chick-fil-A you look [3:57] at Orange Theory it doesn't matter what [4:00] you look at like if they're if they're a [4:02] thousand location chain they have how [4:04] you open dialed down to like this is [4:07] what we do at 120 this is what we do at [4:09] 90 this is 60 this is 30 this is how [4:11] much we're going to spend we don't open [4:12] until we hit this number like everything [4:15] is dialed in and so I would recommend [4:16] figuring out how to get to at least 50% [4:19] capacity of the facility before you open [4:22] so you'd want to have a grand opening [4:23] strategy. And if you're like, well, how [4:24] do I do that because I can't do that at [4:25] my existing facility? There are a couple [4:27] things you can do. So, one is, do you [4:29] run ads or how do you get customers now? [4:31] All word of mouth. [4:32] I only just started doing ads and I [4:34] realized it works. No way. It's crazy. [4:37] Um, no. So, launched a new program to [4:40] try and maximize my space. Um, and it's [4:43] blown up. We created a weight list. Then [4:45] we started it early and now it's opening [4:47] and operating on its own, which is [4:48] great. So, I've learned that it exists. [4:51] One of the challenges is do you leverage [4:54] your current location and open somewhere [4:57] that's kind of close so that or you go [5:00] into a complete different [5:01] No, I'd want to I wouldn't want to [5:02] cannibalize my existing location. [5:05] Yeah. No, like you'd want to open across [5:07] town. [5:08] Okay. [5:08] So that it's just it's a different [5:09] market. Now you probably have call it [5:12] four subzip codes within your larger [5:14] city that you could open up in. And so [5:17] the the highest return test that you can [5:19] run who hears brick and mortar, okay, [5:21] please pay attention to this is rather [5:23] than like sign the lease, do the [5:25] buildout, and then run your first ad and [5:27] then be like, "Oh this market [5:28] blows." Run the ad first. [5:31] See what the lead cost is in four [5:32] different areas. [5:33] It's like it cost you a thousand bucks [5:35] in each market to test to test your ad. [5:37] See see how they do. Like take your [5:38] highest performing ad now, run in each [5:40] of those three markets. Look at the [5:41] average lead cost. It's very common to [5:43] see like a 5x difference even within the [5:45] same city. [5:47] And so like if you can cut CAC by 80% in [5:50] one place, that will be the largest [5:52] discrepancy that you can even have. And [5:53] that's why market selection for brick [5:55] and mortar is so important. And so to [5:58] recap this, you have your six months, [6:00] you have your I don't remember my second [6:02] one. Uh you have uh you have a grand [6:06] opening strategy. That's banger. Um and [6:08] then you'll want to have some sort of [6:09] incentive plan for your manager. uh who [6:13] can get again 10 or 20% of the profit of [6:15] the facility [6:16] and would that be more beneficial than [6:17] going franchising because after three [6:19] you could potentially franchise because [6:20] ideally you're more than one [6:23] would the 10% be smarter [6:27] franchising is a totally different [6:28] business different monster most of the [6:31] time I unwind franchises when I come [6:34] across them because most people [6:36] franchise for the wrong reason they [6:38] franchise because they have some sort of [6:39] ego thing or some arbitrary like I want [6:42] to be a franchiseor. Um but if you [6:44] actually do the math on a franchise so [6:46] when we did so we we we acquired um a [6:49] franchise recently uh well recently a [6:51] year ago that uh they had 14 corporate [6:54] locations 18 uh franchises and so when I [6:58] looked at the economics of the business [6:59] and this is what I did prior to the [7:00] purchase I said listen when I buy my [7:03] plan is to never open another franchise [7:04] and they were like oh that's that wasn't [7:06] our plan. And I was like, "Okay, well, [7:08] we want this exit, right?" And they were [7:10] like, "Yeah." Like, "Okay, let's do the [7:12] math at how many franchise locations [7:14] need to be open for us to get that [7:15] exit." And it was like 400 locations. [7:18] And I was like, "Okay, now how many do [7:21] we need to own private or corporate in [7:23] order to get that same exit?" And it was [7:24] like 67. I was like, "Which feels harder [7:27] to you?" [7:29] And they're like, "Man, the 400." And I [7:31] was like, "Right. So, let's stop doing [7:32] that." And so, over the next 12 months, [7:33] I bought all the franchises out. And so [7:35] then we're at 32 locations corporate. So [7:37] we're halfway there and we'll just buy [7:38] we'll open up the other 32 or whatever [7:41] 35. [7:42] Excellent. Thank you very much. [7:43] Just do the math. [7:45] Great. Thanks. [7:46] If you're a business owner and you are [7:48] not growing as fast as you'd like, I'd [7:49] like to give you a free gift. So my team [7:51] and I put together the $100 million [7:53] scaling roadmap, which is basically 200 [7:55] hours of us looking over all the [7:56] portfolio companies we've had and what [7:58] stages of growth they went through and [8:00] more importantly where they got stuck [8:02] and how they got past it. And so we [8:04] broke it in these 10 stages and we made [8:06] this little kind of quiz thing where if [8:07] you put in your business information, [8:08] it'll tell you where you're at and the [8:10] most important part for you, what to do [8:12] for each of the business across product, [8:14] marketing, sales, customer success, [8:15] recruiting, IT, human resources, and [8:17] finance. And so no matter what you're [8:19] struggling with, someone else has [8:21] already struggled with it and solved it. [8:23] And so I'd like to give you this thing [8:24] absolutely free. free. You can go to [8:25] acquisition.com/roadmap, [8:26] plug in your business information, and [8:28] if you want us to actually help you [8:30] deconrain the business and you're trying [8:32] to scale, we'd love to help you out on [8:34] the thank you page. You can just book a [8:35] call with my team and we will look at [8:38] the business, see if we can help, and if [8:39] we can, we'll invite you out to Vegas [8:41] and we'll do this in person live.

===FILE=== Xi2FpzClwww - How I Learned to Market and Sell.txt
https://youtu.be/Xi2FpzClwww
How I Learned to Market and Sell

[0:00] So, I learned this from Sam Bactiar who [0:02] was the first person that I so I [0:03] mentored. [0:03] Oh, he was a wicked guy. [0:04] Oh, yeah. You knew Sam, right? [0:06] Yeah. Sam was wicked. [0:07] So, I So, when I moved to California [0:08] because I wanted to get into gyms, I [0:10] worked for minimum wage at Sam's gym for [0:11] three months before I started my Yeah. [0:13] And so, cuz I looked on the internet and [0:15] I had a white collar job um doing making [0:17] good money and I quit that to work, you [0:19] know, a minimum wage job at a gym. So, [0:21] my my Persian father was horrified. Um [0:23] but [0:24] Persian, that's right. Yeah. [0:26] And so, um and so I'll tell you exactly [0:28] what I I saw him do. He didn't teach it, [0:30] but I learned it from him. Is that, and [0:32] it'll make sense. So Janelle is is a [0:35] personal training client and we're [0:36] working out and she doesn't put her [0:37] weights away. I'm a personal trainer. I [0:39] got another meeting I got to get to. [0:40] What do I say? Do I say, "Hey, Janelle, [0:42] can you put your weights back?" [0:43] No, you're the trainer. You put the [0:45] Like, that's a terrible, terrible frame. [0:47] Right. Sure now. I saw Sam do this and I [0:49] applied it to every single sale my whole [0:51] life afterwards. He said, "Janelle, I [0:54] know you ain't about to leave my gym [0:55] without putting your weights back." And [0:57] then she's like, "Ah, fine, Sam. I'll go [0:58] put the weights back. And now it's fun. [1:00] It's light. It's not accusatory at all. [1:03] Right. [1:04] And so [1:04] I could see him saying this the way you [1:06] said it. I could see him. [1:07] That's how I learned I learned it from [1:08] him. Right. His ghetto fabulous like [1:10] could get into. And he would do that [1:11] when he wanted to say something that was [1:12] harsh to somebody. [1:13] And so I would be like, Janelle, no. I [1:16] know you didn't just ghost me on this. [1:18] I'm heartbroken over here. I've got this [1:19] big bowl of tears. I was like, I don't [1:21] know what to do with it. I was like, I'm [1:22] on the edge of a building. And you know [1:24] what? I'm just messing with you. I'm [1:25] sure something came up. I was like, at [1:26] the end of the day, I got this thing for [1:28] you. Um, I got the medium set aside. No [1:30] worries. I'm sure something came up. [1:31] Same time tomorrow work. [1:32] Uhhuh. And just go right back into the [1:34] meeting, [1:34] right? Just go right back in. [1:36] Just [1:36] and if she goes me again, you know what? [1:38] There's a hundred other Janels. [1:39] And like basically what you just taught [1:40] was setting the frame. I started direct [1:42] sales when I was 14. I said I would [1:43] always set the frame where they would [1:45] know how to treat me. So if I cold call [1:47] somebody and I ask them how their day is [1:48] and then they ask me back, "How's your [1:49] day?" I'm going to be like, "Shit, my [1:50] day is fantastic. Every single person I [1:52] talk to your neighbor, it's so freaking [1:53] nice and they're so kind." And then [1:55] boom, they're like, "Well, now I can't [1:56] treat Daniel like a piece of [ __ ] [1:57] right?" So, it's almost the same thing [1:58] that you just did in followup. You just [2:00] you got to just make them feel like a [2:01] human because people are people. They [2:02] don't want to make you feel bad. It's [2:03] like we sometimes think prospects are [2:05] bad people, but maybe they just forgot. [2:06] Honestly, like the biggest thing is [2:08] people are busy. People have very low [2:09] attention. And like you have one thing, [2:11] but so does a hundred other people. I [2:12] just I got rejected so many times. I [2:14] just don't take it personally. I just [2:16] really I genuinely don't take it [2:17] personally. Right. But I think the the [2:18] frame that you said at the beginning [2:19] because I would also call leads up that [2:21] would opt in for internet leads, right? [2:22] And so the very beginning the frame [2:24] right I had all these little like these [2:25] tiny little things you do in the [2:26] language where you say hey John pause [2:31] and he's like hello like this is Alex [2:35] and he's thinking he's like who is Alex [2:37] I don't know like what's this number [2:38] right it's like from Facebook you sign [2:41] up for the six week challenge yeah on [2:43] the internet yeah I'm I'm just I'm a [2:44] real person right across from 7-Eleven [2:46] on on X and Y yeah how's it going today [2:48] yeah don't worry I'm not I'm not one of [2:50] the crazies and not not I'm not after [2:52] I'm not in uh in Nicaragua or whatever. [2:54] And he's like, "Haha." Like, "Okay, [2:55] cool." Oh, so did you uh did you hear [2:57] about us uh from I mean, I messed the [2:58] script. I haven't done it forever, but [3:00] um so did you see us because of uh the [3:02] ad or was it because you hired us on uh [3:04] the local news best boot camp or was it [3:07] uh you know, Opra Oprah did a special on [3:09] us. Was it one of those things? Now, if [3:12] you have one award you've ever won in [3:14] your entire life, even if your mom gave [3:15] it to you, you'd be like, "Did you hear [3:17] about us on uh on Internet's Best Boot [3:19] Camps?" And they're like, even if they [3:21] haven't, they now are like, "Oh, this is [3:23] one of the internet's best boot camps, [3:24] right?" And so they're like, "Oh, these [3:25] guys are legit." Oh, yeah. We won the [3:26] best customer service anyways. You [3:28] probably don't care about that. So, what [3:29] what can I help you with, man? What [3:30] what's what's going on? Why why'd you [3:31] sign up for a weight loss thing? [3:33] And then they're like, "You know what? [3:34] My wife's been bugging me. I'm not [3:35] fitting into many of my old suits, and I [3:37] don't want to buy a new wardrobe." I'm [3:38] like, "All right, well, I guess we got [3:40] two options. You can keep doing that or [3:42] uh I got a four o'clock today. That work [3:44] for you?" And then, you know, we go from [3:46] there, right? So, like having that [3:48] preface that you said and I I mean I [3:50] think to I mean especially on phone [3:51] tonality matters so much [3:53] and I've sold a lot through humor [3:56] and harder to teach but like I feel like [3:59] I was able to ask very hard questions [4:01] using that kind of Sam frame where that [4:04] like where you know lady says I got to [4:07] talk to my husband and I think decision [4:08] maker is one of the hardest ones to [4:09] overcome in general right I mean of the [4:11] of the obstacles I prefer to talk to [4:13] someone in power but and so the way that [4:15] I would overcome that I'd be [4:17] What if your husband says no? [4:18] Uhhuh. [4:19] It's like, well, I guess I wouldn't [4:21] know. It's like, but what does that mean [4:22] in five years? [4:24] I mean, is it are you going to keep I [4:26] mean, how much have you how much weight [4:27] have you gained in the last 5 years? And [4:28] they're like I'm like, what if it keeps [4:29] going that way? And so I call it [4:31] childlike curiosity where you're like, [4:32] huh, that's wild. Fascinating. Tell me [4:35] more about that. Like I'm never So I [4:37] call it like over overcoming the [4:39] obstacle is a dance, not a fight. It's [4:40] seduction, not rape. Ah, [4:42] right. And so I wanna I want to dance. [4:44] And so if they've if we're in that in [4:47] the throws of that, I want them to feel [4:49] zero aggression and I want to I want [4:51] them to be like, "Wow, he's really [4:52] curious." I'm like, "Well, what what [4:55] what do you think about what are the [4:56] variables that make the decision?" [4:58] And they're like, cuz they're like, "Oh, [4:59] I got to think about it." I'm like, "Oh, [5:00] what's your main concern? Let's do it [5:02] together." [5:03] Yeah. Yeah. [laughter] Sure. Sure. Sure. [5:04] Right. And so then then then because I [5:06] want them, and this is the thing a lot [5:07] of sales people is they back away from [5:08] the hard question they know they need to [5:10] ask. [5:11] And I don't want them to be deciding [5:13] when they leave. I want them to make the [5:14] decision in front of me. It's like, [5:16] you're probably wondering if we're just [5:17] foolish yet. And you know what? I'd be [5:19] wondering that, too. So, how could I [5:21] prove it to you? [5:22] Right. [5:22] Right. And then they have to come up [5:24] with the criteria for me. [5:26] Love that. [5:26] And so, I want them to tell me how to [5:28] sell them. [5:29] Yeah. Yeah. Yeah. [5:30] Like, what great what would make you [5:31] feel 100%. [5:33] And then they name because the thing is [5:34] is this is the only time they've ever [5:36] had this conversation. So, that on the [5:38] spot they're going to think like two [5:39] things. I'm like, oh, I can take care of [5:40] that right here. Fair enough. that make [5:42] does that make you feel better? Sure. [5:44] All right, let's knock it out. And then [5:45] it's just I I've I mean, and obviously [5:47] this takes reps to because some people [5:49] in the early days of sales, your [5:50] adrenaline kicks in. You're like, I need [5:52] this sale. And like your teeth come out [5:53] and I love this term commission breath. [5:55] It's like you start having commission [5:56] breath, right? And then everyone goes on [5:58] defensive because you sound like you're [5:59] selling. [6:00] And so I've always I even like my team [6:02] knows this like I [ __ ] my head and I do [6:04] childlike curiosity. So I even have a [6:06] mental cue. It's like, huh? And that's [6:08] whenever I want to get like offensive, I [6:10] always go huh. And that it deflate it [6:12] like it completely disarms. I'm like and [6:14] then it gives me a second. I'm like, [6:15] "Huh?" [6:16] Well, [6:18] what if Well, let's play it out. So, if [6:21] you didn't have the money to do this and [6:24] you spent the money, what would happen? [6:26] Mhm. [6:26] And they're like, "Well, I wouldn't be [6:28] able to afford groceries." And I was [6:29] like, "Well, I guess the weight loss [6:30] problem will solve itself then, right?" [6:32] And then you get the like h it's like, [6:34] "No, let's play it out." Well, I mean, [6:35] you're not Have you ever bought [6:36] something you've ever been like, "Man, [6:37] that was a lot." But you're still here, [6:39] right? You're not homeless. Okay. So, [6:40] how important is this to you? Right? And [6:42] so, we can and like you can sidestep [6:44] these things, I think, with a lot of [6:46] tone and being able to [6:47] your body language the way you just did [6:49] it. [6:49] Sit you can sit in the pocket. I want to [6:51] be able to sit in that spot where people [6:53] are uncomfortable, but make them feel [6:55] comfortable so that they can actually be [6:57] honest with me. And then to your point [6:58] of like what's the one zinger? Honestly, [7:01] I haven't had it like I teach, right? I [7:04] want to let's get back in like what's [7:06] you and I like to do the big zoom out [7:08] and so like if I feel like I'm on this [7:09] weird mass like you know you're like in [7:12] Pluto and you're like what's going on [7:13] here right you're like hey let's zoom [7:15] out you're trying to lose weight we sell [7:17] weight loss let's get in the way here [7:20] right and then you and then they're like [7:22] I just don't know if it's actually going [7:23] to work and I'm like that makes sense [7:25] that makes you like every other person [7:26] who signed up and then was successful [7:28] because if you know what if you didn't [7:29] think that I'd be worried about you [7:31] because if you thought 100% you were [7:32] because then I'd think you'd have false [7:33] expected positions this be a lot of [7:34] work, right? And then all of a sudden [7:35] it's like you're confirming their [7:37] suspicions rather than trying to battle [7:38] them. And so I think a lot of people try [7:40] and like invalidate what someone's [7:42] feeling about the decision rather than [7:44] actually leaning in because it's kind of [7:46] like Eminem when he when he um in the [7:48] rap battles where he owns all of his [7:49] negatives. It's like I want to I want to [7:51] say, "Yeah, yeah, you're right. This is [7:53] super expensive. It's going to be really [7:54] hard. You should still do it." Like [7:56] because then it's like all of those [7:57] things that they want to give as [7:58] obstacles I agree with. And then still [8:00] say, "That's a great reason to buy. [8:02] I threw myself under the bus first. Now [8:03] you can't show me, [8:04] right? Sure. [8:04] Person on the other end almost expects, [8:06] especially when they know it's a sales [8:07] person, they expect a certain pattern [8:09] from a saleserson, meaning you're the [8:11] sales person, Alex, and I'm Daniel, the [8:12] prospect, and I say, "Yeah, you know, I [8:14] just don't have the money right now." My [8:16] pattern is now once I tell you this, I'm [8:18] thinking for you to be competitive, for [8:20] you to argue with me and be like, "Well, [8:22] that's the exact reason why you should [8:23] buy. Do it right now." And like, right, [8:24] to pressure me, I'm expecting that [8:26] pattern response. I tell people, I'm [8:28] like, "Whenever somebody gives you an [8:29] objection, do the opposite of what they [8:31] think you're about to respond to." like [8:32] they expect you to combat with them, you [8:35] know, be argumentative, try to close the [8:37] deal right away. Smile, like just give [8:39] them a smile, laugh, be like, "Yeah, no [8:41] problem." Even just like wave it off. [8:42] Even that's not even a worry. Don't even [8:44] worry about it. Drop their shoulders cuz [8:46] now they're like, "Wait, wait, wait, [8:47] wait. Salesperson malfunction in my [8:49] head. This person was supposed to argue [8:50] with me and now they're not arguing with [8:51] me. They're almost like agreeing with [8:53] me. They're acknowledging it right now [8:54] and they're on my side. This is weird." [8:56] And you can't disagree with someone who [8:57] asks you a question. M it's the like the [9:00] number one thing when you're in that the [9:01] high pressure situation is I want to [9:02] make no statements. I don't want to do [9:04] any commands and I don't know any any [9:06] statements because there's nothing they [9:07] can disagree with me on. So if someone [9:09] says you know I I I don't have the money [9:11] and sure we could say well it's about [9:12] resourcefulness not resources. Like we [9:14] can go through all these these things [9:15] but like when I when I really get down [9:17] to it I'm like [9:18] well man like that's tough. So what's so [9:22] what's what right now are other [9:23] priorities for you? because like I want [9:25] to make it work for you, but if it [9:26] doesn't work, it's fine. But like [9:28] because at the end of the day, you're [9:29] gonna have x amount of dollars, right? [9:31] Okay. And you're gonna vote with your [9:32] dollars about the things that you care [9:33] about. That makes sense, right? Okay, [9:34] cool. So the question is, what are you [9:36] voting for that matters more to you? And [9:38] if it's like, I got to pay rent and my [9:40] wife, you know, we've got a baby on the [9:41] way. I get it, dude. I get it. Maybe [9:43] this isn't the priority right now. Maybe [9:44] it will be in the future. But the [9:45] question is like, how long do you want [9:47] to not be able to get the things that [9:48] you want in your life when you really [9:50] want them? How long do you want that to [9:51] be a problem in your life? That's if I [9:52] was selling a sales training. [9:53] Sure. Sure. Sure. And so then it's like [9:55] but now like we're I'm back to question [9:57] asking right and so rather than being [9:58] like to your point like well that's the [10:01] perfect like um and I think the tone [10:03] matters so much like if if pe this is [10:05] why role playing is so important because [10:06] if if someone has said this to me a [10:08] hundred times and I know exactly what [10:10] I'm going to say to respond. I don't [10:11] have adrenaline because I start saying [10:13] the words before I'm even thinking [10:16] because I can be present not trying to [10:17] remember what I'm going to say. I can be [10:19] looking at the person, right? And that's [10:21] the whole like Leila's whole frame of [10:22] like human first. Like if I actually [10:23] really cared about this person, [10:25] how would I talk to them? [10:26] Like if it if it were my mother and she [10:28] and she really did want to lose weight [10:30] and she really didn't and she said I [10:31] don't have the money. I'd be like, well, [10:33] what else are you spending money on? [10:34] Like I mean to be clear, is this [10:36] important to you? Because if it's not [10:37] like I'll stop right now. I'm not like I [10:39] don't want you to do something you don't [10:40] want to do. [10:41] It it's like I like to set that frame [10:42] overall and I'm like you can even like [10:44] you do it subconsciously like I'm [10:45] leaning back. I'm doing this. It's like [10:47] hey I'm not [10:48] I'm exiting. Yeah. And so I I mean I [10:50] tell this we have a lot of little isms, [10:51] but like we always want to sell from our [10:52] back foot. I never want to be leaned in. [10:54] I always want to be like if you want it, [10:56] I'm here. [10:57] And so it's like what else what else are [10:58] you considering? Like where else are you [10:59] allocating? I get it cuz like and if you [11:01] need to, that's where those key stories. [11:02] So like if there's ever something that I [11:04] like to have in my holster, it's a story [11:06] of someone just like them that just [11:07] walked out the door. Right. It's like [11:09] you remind me of Susan. She actually [11:10] came in um a couple months ago. We had [11:12] almost an identical conversation. She [11:13] could be your sister. And and we got to [11:15] this point in the conversation where she [11:16] actually was struggling with this. And [11:17] so I was like, "How important is this to [11:19] you?" And she was like, "It's really [11:20] important." And I was like, "Well, [11:21] you're a single mom and you got four [11:23] kids." I was like, "I get it." And I was [11:25] like, "Well, what what can we do?" And [11:26] she was like, "I think I'm going to [11:27] start driving Uber." I was like, "Are [11:29] you sure?" I was like, "It's going to be [11:30] you alone at night." And she's like, [11:31] "This is important to me. Like, I'll [11:32] make it work." And you know, the kids [11:34] like, "Well, I'll just I won't go out to [11:36] dinner one night a week. I'll make it [11:37] work." And I was like, "Okay, you sure?" [11:39] And she was like, "Yeah." And you know [11:40] what? Susan's down 60 pounds in the last [11:42] six months since she made that decision. [11:44] And the thing is is like do you what do [11:47] you want to be? And then she's like I'm [11:48] at 200. I'm like what do you want to be [11:49] at? She's like my high school. I'm like [11:50] if that happened would it be worth it? [11:52] And then she's like yeah. I'm like well [11:54] the question is what do we need to do to [11:55] make it happen? [11:56] You know like and then and then all of a [11:58] sudden it's like right we're back in. [12:00] And so I just I hardcore believe that [12:03] you overcome objections simply by asking [12:04] the question what they were intending. I [12:06] think a really good belief for sales [12:07] people is that if you don't close a sale [12:09] it means you didn't understand the [12:10] prospect enough. Because if you [12:12] literally knew every single thing about [12:13] a prospect, like you were God and you [12:14] knew every single thing that had ever [12:16] happened to that person, you could close [12:17] them. [12:17] And so [clears throat] [12:19] simply having the frame of curiosity, [12:20] which is probably the number one thing I [12:21] teach our guys, is like you have to [12:23] genuinely be curious. [12:25] And so it's like what brought like [12:26] that's why the first question is what [12:27] brought you into clar clarify why [12:29] they're here. Yes. [12:29] Right. And like what have you struggled [12:31] with? Why did why why did that suck? [12:32] Okay, that's good for me to know. What [12:34] else have you done? Okay. What are the [12:35] things that you know and we just walk [12:37] our way through this. Yeah. And that's [12:38] that's what I um I try to get us out of [12:41] any combat. [12:42] Real quick, if you're a business owner [12:44] and you are not growing as fast as you'd [12:45] like, I'd like to give you a free gift. [12:47] So, my team and I put together the $100 [12:50] million scaling roadmap, which is [12:51] basically 200 hours of us looking over [12:53] all the portfolio companies we've had [12:54] and what stages of growth they went [12:57] through and more importantly where they [12:58] got stuck and how they got past it. And [13:00] so, we broke it in these 10 stages and [13:02] we made this little kind of quiz thing [13:04] where if you put in your business [13:05] information, it'll tell you where you're [13:06] at. and the most important part for you, [13:08] what to do for each of functions of the [13:10] business across product, marketing, [13:11] sales, customer success, recruiting, IT, [13:13] human resources, and finance. And so, no [13:15] matter what you're struggling with, [13:17] someone else has already struggled with [13:18] it and solved it. And so, I'd like to [13:20] give you this thing absolutely free. You [13:21] can go to acquisition.com/roadmap, [13:23] plug in your business information, and [13:25] if you want us to actually help you [13:27] deconstrain the business and you're [13:29] trying to scale, we'd love to help you [13:30] out on the thank you page. You can just [13:31] book a call with my team and we will [13:34] look into business, see if we can help, [13:36] and if we can, we'll invite you out to [13:37] Vegas and we'll do this in person

===FILE=== XuKGoz1kj3M - The Biggest Business Opportunity of 2026.txt
https://youtu.be/XuKGoz1kj3M
The Biggest Business Opportunity of 2026

[0:00] How much would you price an MR web [0:02] design business and do you think it's [0:03] still viable in 2026? Yes, I 100% think [0:06] it's viable in 2026. I look, okay, I'm [0:09] going to say this for everybody because [0:10] I get these questions all the time. [0:13] The opportunity of 2026 is taking what [0:16] was formerly a very high operational [0:20] complexity, high headcount, high [0:22] coordination business and doing it with [0:25] sub agents and agents throughout the [0:27] business. And so for example, [0:30] heavy people businesses like legal, [0:32] heavy people businesses like accounting, [0:34] heavy people businesses like marketing [0:35] agencies and SEO. These are all [0:37] businesses that have virtually limitless [0:39] demand. Every business wants more [0:41] businesses. Every business has to do [0:42] taxes. Every business has to do legal [0:44] right? You every business has to [0:46] do these things. And so you know you [0:48] already have product market fit. The [0:50] issue is the operational complexity of [0:52] scale. And so since you know getting [0:54] customers is not hard if you say, "Hey, [0:55] I can help you get more customers." It's [0:56] not difficult. The issue is delivering [0:58] on that once you saturate your existing [1:00] capacity. And so you have to think no [1:03] longer and this is the transition of [1:05] 2026 is no longer a rolesbased [1:07] expansion. You have to switch it to a [1:10] workflow-based expansion. Meaning [1:12] instead of having an organizational [1:13] structure is there a camera that's on [1:15] for above me? [1:16] Yeah. [1:16] Okay. So instead of having an [1:17] organizational structure that looks like [1:19] this where you have you know people that [1:23] report to people that report to people. [1:24] For sure, there's going to be components [1:26] of that for the near-term, but the long [1:27] term is that each of these people [1:29] actually [1:30] do these activities. [1:33] And these activities, when you stack [1:34] them together, [1:37] become one very long workflow that turns [1:41] attention into money. That's the inputs [1:45] and outputs of the equation. And so all [1:47] of these little dots you need to [1:49] reorganize. that each of these are [1:51] agents and sub aents that are trained on [1:54] how to do specific workflows. So, for [1:56] example, this what we're recording right [1:59] now, we already have a mega prompt and [2:01] multiple sub aents who can clip these [2:03] clips in real time. So, rather than me [2:05] needing an extra 10 people to manage the [2:07] shorts that come from this, the the mids [2:09] that come from this for the highlight [2:10] channel, the stories that the the team [2:12] will take, all of that stuff is now [2:14] being automatically done. All right. And [2:16] so the last thing that's happening now [2:17] is that we've got one guy who reviews [2:19] all the clips where the AI listens to [2:21] what's the hook, what are the [2:23] interesting moments, what are the kind [2:24] of the payoffs of the clip, and it's [2:26] collapsing them into multiple clips. So [2:28] if I have a 7minute clip with somebody, [2:30] it's going to say hook one, and this is [2:32] V1 of the clip, hook two, second version [2:35] of the clip, hook three. And we can take [2:37] all of those and run them as trial reels [2:38] or on YouTube shorts. We can take the [2:40] best performers, and then we can put [2:41] them on Instagram or whatever. But all [2:43] of that is happening. And then the only [2:45] thing that the the the editor has to do [2:47] is just like make sure that it sounds [2:48] right. The captions all make sense. And [2:50] for me, I already know that it's on [2:51] brand because I'm talking about [2:52] businessto business owners. So I know [2:54] it's already good. And so that's that is [2:56] the process. And in the old way of [2:58] thinking, we' be like, "Oh, we're going [2:59] to have to stand up a whole department [3:00] in order to handle her hotline." But in [3:02] the way of the future, what we're [3:03] talking about here is we have to think [3:04] in workflows. Okay. So does that make [3:07] sense? If you're a business owner and [3:09] you are not growing as fast as you'd [3:11] like, I'd like to give you a free gift. [3:13] So my team and I put together the $100 [3:15] million scaling roadmap, which is [3:16] basically 200 hours of us looking over [3:18] all the portfolio companies we've had [3:19] and what stages of growth they went [3:22] through and more importantly where they [3:24] got stuck and how they got past it. And [3:26] so we broke it in these 10 stages and we [3:28] made this little kind of quiz thing [3:29] where if you put in your business [3:30] information, it'll tell you where you're [3:31] at and the most important part for you, [3:33] what to do for each of the functions of [3:35] the business across product, marketing, [3:36] sales, customer success, recruiting, IT, [3:38] human resources, and finance. And so no [3:40] matter what you're struggling with, [3:42] someone else has already struggled with [3:44] it and solved it. And so I'd like to [3:45] give you this thing absolutely free. You [3:47] can go to acquisition.com/roadmap, [3:48] plug in your business information, and [3:50] if you want us to actually help you [3:52] deconrain the business and you're trying [3:54] to scale, we'd love to help you out on [3:56] the thank you page. You can just book a [3:57] call with my team and we will look at [4:00] the business, see if we can help. And if [4:01] we can, we'll invite you out to Vegas [4:03] and we'll do this in person live.

===FILE=== XwZH-lOKG9c - KEYNOTE Small To BIG. The Big 4 Customer Acquisition Models..txt
https://youtu.be/XwZH-lOKG9c
KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.

[0:00] all right so quick one um i'll give you my very sexy headline how i turned 1036 [0:05] dollars into 112 million 496 422 in revenue in over 44 months [0:11] using four unique acquisition frameworks would you guys want to know what those are okay cool quick writer downer does [0:18] everyone here own their own legion and you know how to generate your own leads everyone does no okay someone doesn't so [0:25] i'm going to give you four steps really quickly before i even get into this presentation because this is i would say these are frameworks that you can [0:31] immediately use and um with the presentation that was given just uh mr burton about how to capture [0:37] leads and whatnot you're gonna need traffic right and so i'm gonna show you the things that we've used uh very very [0:42] successfully to get more traffic but before you do that this is something that you can do in less than 15 minutes [0:48] and pretty much solve your lead gen problem uh right now you can google number one you can put it to somebody in your company how to run a facebook lead [0:55] ad probably seven minutes number two how to connect facebook lead ad to google [1:01] sheets via zapier number three give away something free [1:06] and then target the audience that you want if you don't know how to target the audience that you want [1:11] take your existing customer list google how to set up a facebook lookalike audience and then run it to that [1:17] audience that's it like yeah google number one [1:23] how to run a facebook lead ad google number two how to connect facebook lead ads to [1:28] google sheets with zapier z-a-p-i-e-r number three [1:35] you're going to target your either local audience or whatever audience it is that you use if it's not local then you'll [1:41] upload a customer list if you don't know how to do that that would be video number four which is how to create a [1:46] look like audience on facebook and then number five give them something for free in exchange for their phone [1:53] number that's it you can get leads you're welcome it'll take you 60 minutes and this by the way [1:59] is what every third-party legion company is doing and they charge you five times more for that process they also pay [2:06] someone and just from a belief standpoint every single i know all the guys in that space the guy's pushing the buttons they [2:12] train in less than seven days with two hours of videos and they're paid [2:18] under 15 bucks an hour this is not hard stuff people just don't know how to do it and now it's very easy and it's all on youtube cool because that's the [2:24] that's like the really button clicky stuff i wasn't going to stand up here and be like all right connect here and i think that'd be a [2:30] waste everyone's time so this is going to be the stuff that's going to make the return on that significantly higher is [2:36] that cool all right awesome yeah 112 million that was cool all right so um [2:42] using the four frameworks we're able to double down again and again so that literally was my bank account and over [2:47] the next 44 months we're room will spend 3.1 million in advertising um which gives us a 36-1 lifetime return on [2:55] advertising um so i don't know what your return on advertising are um but i'm told that's pretty good and so i'll just [3:01] share stuff that worked well for us okay so that's me co-founder my [3:06] beautiful wife who's up here being awesome and dealing with me but that was me when i started albert you and i have [3:13] very similar stories slept on the floor i had no idea what i was doing went to a facebook marketing event literally the week before my gym opened and was like [3:19] oh so this is how i'll get customers and i was able to actually fill my gym up using that stuff in 2013 and so i was [3:26] able to scale from zero to six locations in under three years as a kid off cash flow which is pretty neat [3:32] and then i sold all of those and uh lost everything and that's where my bank account was at the end because [3:38] the guy that i got into business with was indicted for fraud um and so i had that entire process and then i had [3:44] nothing again i screenshotted it because i was like i know i'm going to tell the story so um from there because i still [3:49] was good at running gyms uh we started gym launch my wife and i we went from zero dollars when i took [3:55] that picture to 2.4 million a month in 18 months we ran 74 net margins on that business [4:01] very good business um prestige labs went from zero 1.7 in six months the reason i'm telling you [4:06] the speed on these is because the acquisition stuff i'm gonna share with you all right allen which is went from zero to one point four in six months [4:12] this is actually my most reconnected recent acquisition we went from 40k to 700 000 a month in 10 months um and so [4:18] just so you have an idea in terms of different spaces that's b2b licensing this is ecommerce direct to direct to [4:23] consumer this is agency software um and then this one is a brick and mortar chain of childhood [4:29] magical experiences the thing is you should see the numbers behind this thing anyhoo so this is what we do now take [4:36] interest in seven eight multi figure businesses and grow the eggs in three to five years that's what we do the reason that uh this presentation is so cool for [4:42] me is that i don't usually get to talk about this stuff so i'm pumped about it but what was really cool was during that process we've made over a thousand [4:48] success stories like a lot like a lot of success stories um using the framework i'm gonna show you create 71 [4:54] millionaires and counting so very happy about that and so i just want to take you through this the frameworks that we use to scale our companies and this is [5:00] what we do when we're scaling companies it's the same checklist every time this is what i look at [5:06] so this should be right for everyone who's either under 100 dollars a month this should help you establish your [5:11] first reliable acquisition channel what i said in the very beginning that's the tactics google those five videos you'll [5:16] have lead gen that's that all right but i'll show you how to do it and make way more money from it the second is if [5:21] you're over a hundred thousand dollars a month how to get your next acquisition channel profitable so you can get your current acquisition to your next [5:27] acquisition brian asked me to give you some really tactical [ __ ] they can use uh so the four frameworks uh my goal is [5:34] not to break beliefs or tell stories or motivate anyone i'm going to say the stuff that's like working right now so uh mental rewind was totally a business [5:40] game of golden bbs and not silver bullets so today my goal is to give you as many golden bbs as possible very [5:45] candidly there's going to be a lot of things you're going to think about this like a checklist all right you're going to have a hole here there's a pocket of [5:51] money here a pocket of money here and i just want you to scoop up as many of the ones that make sense to you some of them you already have some of you maybe not [5:56] but you'll have by the end of the presentation i guarantee you'll have a lot of ways to make more so quick groundwork this is the first thing we do [6:02] so only two ways to grow a business that is it i start from the top and then we'll break it down from there all right [6:08] number one is you get more customers seems obvious right this is where everyone looks number two make customers [6:14] worth more there's no other way that's it get more make them worth more and [6:19] sometimes simplicity is the ultimate in elegance i think coco chanel said that or aristotle [6:24] either way it's so cool but since everyone here probably is trying to grow your business that's all we're going to be talking about so four frameworks one [6:30] get more customers two make more money framework number one the math which is going to be how to acquire customers as [6:35] a profit who here has a marketing budget you have a marketing budget i will show you how to get rid of that shouldn't have one because if you can spend to [6:43] acquire customers at a profit as in they are net cash flow positive it means i make money before i even have my credit [6:48] card due which means it eliminates a acquisition as a bottleneck in your business and b if you don't have capital [6:54] like you saw my bank account at the beginning of this thing you can compete against anyone still if you have the skill like this is real [7:01] like you can still crush it right now against people who have way more money because they don't know the game right the game that's happening under [7:07] everyone's nose so that's the math all right we call that customer client finance acquisition number two is the [7:12] offer so how to get complete strangers to raise their hands and make offers so good they'd feel stupid saying no all [7:18] right so i'll show you how like kind of how i said that little ad that's going to break down what we do there number three is of the traffic so once you have [7:25] those two things in place you know what math you need to hit you know what you're going to give them then we got to go find traffic all right so i'll give [7:30] you the six traffic sources that exist right now that everyone has access to and my hope is that you'll probably find [7:36] two or three traffic sources that are in front of you i've got a special page for brad in there so you can look out for that your team can look out for that [7:41] sorry i'm gonna give you guys homework and then the fourth one is the money right so the whole point here is to make money and i'll show you [7:47] exactly how we maximize back back end ltv which informs the front end which is why ultimately it's much more of a [7:53] circle than it is steps so that makes sense we have the math we make our offer go to the traffic we make money which [8:00] means we update our math and around and around we go all right that's the game plan cool yeah all right rock and roll [8:06] so if you like childhood pictures this is what i like to draw so you see a lot of doodles in this presentation this is [8:12] the simple way of seeing it so you got math traffic offer update and then you got the money that you're reeling it in [8:17] okay quite literally so we're going to start with the math there we go client finance acquisition how to [8:23] require customers out of profit this is the entire process mapped out don't worry you'll i'll break down each [8:28] of these steps but this is what it is all right so this is i'm going to show you how to make money with no money [8:35] which means if you have money you'll be able to do far better than this this is how you do it if you have zero dollars [8:40] in your bank account right now so if you have less money than your competition or feel like you need to spend or you're spending too much to require customers [8:45] this is for you this is how you do it so quick definitions real quick cost you require a customer because sometimes i say these quickly and i forget who i'm [8:51] talking to so cost required customer i say cac all right all costs um required to acquire a new customer advertising [8:58] payroll media buyer creative team software all that stuff is cost required customer number two cost of goods sold [9:04] direct cost of fulfillment gross profits the amount of money that is left over after the direct cost of fulfilling so [9:10] if you had one more customer how much action would you have to pay to fulfill that everything after that is the juice right gross profit payback period the [9:16] time of period it takes the business to receive the gross profit necessary that it cost them to acquire the customer back right you put a dollar in you get a [9:23] customer you know tomorrow and then it takes you two months for before you get that cash back in your wallet to spend again all right those are cash [9:29] conversion cycles i'm going to show you how we do this quickly the more you can condense the cash conversion cycle the faster you can grow all right especially [9:35] if you don't have funding which i've never had all right and then 30-day cash is something that that's not that i invented it's just [9:41] something that we track which is the amount of gross profit that i can extract from a new customer in the first 30 days the reason i track this so [9:47] vehemently is that like many business owners here everyone has access to one thing which [9:52] is a credit card and so i basically know that i i have 30 days against the clock that i can spend [9:58] whatever i want and as long as i have it back plus some in 30 days i never have to use my own money to grow [10:04] so i have all the financing i need and i can grow for free and essentially get my customers to pay for the growth of my business okay so [10:11] doesn't worry this is the only math equation the entire thing this equation is what has created everything in my life your 30-day cash so this is the [10:18] plain english of this i have to generate more cash in the first 30 days of running an advertisement than it costs [10:23] me to acquire two customers and the cost to fulfill both of them cost of acquiring customer and the cost of [10:29] fulfilling them times two if i can make more than that in the first 30 days off of one customer [10:35] i can grow unlimited that's how we went from zero to two million zero to two million zero to whatever in six months [10:41] eight months ten months because it really becomes operational drag not about the acquisition so um and it's a [10:46] positive cash flow so that entire process while you're growing we're taking cash out every single month while we're growing it's cool cool to [10:52] experience um and so this allows all of us smaller players who are not bc backed to outspend everyone okay so this is a [10:59] quick walkthrough i'm drilling this one in because it's really important to understand this concept works so you borrow a hundred dollars from a credit [11:04] card to a park two customers at fifty dollars each this is a hypothetical two of those customers each spend three [11:10] hundred dollars with you so you make six hundred bucks now you're up but you still have to fill the customer so cost [11:15] you fifty dollars each 100 total at the end you have four hundred dollars plus you have two new customers and you can [11:21] continue to sell those and you have 400 in your bank account what this looks like visually this is how you generate buckets of cash [11:27] yes all right this is what it looks like visually i'm a big visual guy so zero debt zero money zero customers day zero [11:35] all right from there we take our little debt there we go 100 and we spend 100 bucks in ads we do [11:41] exactly what i said in the beginning you're going to get your you're going to run your little ads and you're going to get your opt-ins there we go so they're going to run the [11:47] ads in front of eyeballs eyeballs are going to get clicks which burton's going to track for us right we're going to get [11:52] opt-ins we're going to schedule them we're going to they're going show and then we're gonna get sales and there's two of those people so it's visually [11:58] what i just said i'm just depicting it for you all right and now we have to fill fulfill those people so 600 goes to [12:05] 500 500 goes to 400 400 goes to my bank account and after the dust settles [12:11] this is what happens good suspense though right when the dust settles there i am debt free [12:17] i have 400 in cash and i have two customers that i can now sell whatever the [ __ ] i want for frey [12:23] that's the game you can add zero subtract zeros but this is what we're doing all right so you have to understand the math before we get into [12:28] the stuff this is when i doubled down so then you double it down again you do the whole process boom 800 400 goes to [12:34] fulfillment it's literally just going black on vegas in vegas again and then that was our first round and our second [12:40] round we doubled the amount of customers the third round we quadruple the amount of customers and a round and round we go [12:45] if you can execute client finance acquisition until your operations break this will therefore eliminate the need [12:50] for capital to constrain on your growth i think this is a big deal just like cool i just want to make sure [12:56] i'm like tracking them okay cool so that's number one the math how to acquire customers as a profit client [13:01] finance acquisition and there's my little arrow and my check mark it's been a long time making here the check marks [13:07] work okay the offer how to make offer so good people feel stupid saying no that's the little wormy guy right here got to get [13:13] the fishies to bite great slime offers how to make off so good people stupid saying no so the problem so right now the first one i said is right now if you [13:20] spend too much money to our customers or you have a marketing budget or any of those types of things that's your problem if you don't have that problem [13:25] this might be your problem if your ads aren't converting well all right clicks versus opt-ins like you're like i feel [13:30] like we're spending but we're not getting [ __ ] right or your sales team has trouble scaling like it's hard to ramp up new guys um [13:37] they're having trouble closing all that kind of stuff obviously the sales part you've already got covered but a lot of times it's the offer so i just actually [13:43] had a consulting day yesterday we rewrote the entire offer and i'll give you a couple cool examples that i've done with the companies that i've worked [13:49] with so to catch fish you need bait for an offer the starting point of any conversation to initiate a transaction with a customer what you are literally [13:55] providing to them in exchange for their money usually with marketing campaigns it's going to be the number one driver of success what does it do if you do [14:02] this properly it'll allow you to sell in a vacuum so you don't have price shopping or any of that stuff all right it creates a category of when it forces [14:07] customers to make a values-based decision instead of a price-based decision lately and i sell days of our [14:12] time for a hundred grand and like that doesn't make any sense because [14:17] there's plenty of marketing firms who do a full day for free or a thousand dollars but because it's incomparable [14:24] they'll do that all right people will pay it so the goal is to decommoditize the offer [14:30] and if we do this properly we'll increase our click-through rates our ctrs which means [14:35] of the eyeballs that see it more people to say decide to take one step towards us of the people who take a step towards [14:40] us more of them think it's interesting and decide to opt in and then not only that once they're on [14:45] the phone with us because the offer is so compelling more of them say yes and so this is a multiplicative effect and [14:50] so the translation is more leads more sales higher prices so here's uh two real life examples so when i had my my [14:56] little gym i struggled to sell a 99 a month boot camp like i could not i couldn't even close [15:02] people on a free trial it was sad i switched from a 99 a month boot camp to [15:08] a free six-week challenge and the way that we structured the offer was people would come in [15:13] they would put 600 down they lost 20 pounds i'd give them the money back [15:18] but 48 hours after they bought we sell them 300 supplements 21 days after that we'd [15:24] say hey you want to just win the challenge right now and stay on as a member we'll give you the 600 back as credit towards a membership you want to [15:30] do that we close 70 to 80 of people on that and so if you follow the money it was just 600 300 [15:37] 12 year 12 month contract my cost of acquisition dropped by [15:42] a tenth and um we would get 30 to one up front [15:47] before our membership dues so the reason i was able to open six gyms in three years as a 23-year-old who [15:52] didn't know [ __ ] about [ __ ] was because i was making so much money in the first 30 days i could open a gym sign a lease [15:59] and have it completely full on someone else's money before the first client showed up and i had all the payroll staffed and paid for for the next six [16:05] weeks before the eft kicked in eft is the recurring revenue [ __ ] all right and so it was simply by changing the offer i [16:12] was i was still using the same platforms i was still the same salesman right but it was changing the offer so many more [16:17] people clicked so many people more people bought we had so much more cash flow up front and i'll give you seven cool upfront offers [16:23] that you guys can take home with you here's a different example b2b agency all right so a lot of agencies that are [16:28] in the lead gen world for small businesses charge like 1500 bucks a month we switch that for the agencies that use [16:34] our software to pay me once and then only pay me after that if someone shows up we'll [16:39] generate the lead we'll work the lead will do everything if they show up to the appointment then you pay us how do you not like that right [16:46] we went from the average agency getting half to one returns on their advertising to getting 11 to 1 returns before their [16:53] retainer before before they got all the recurring revenue on the back end which means that they would make 11 to 1 in that 30-day [16:59] cycle they could keep pouring cash in until their constraints were operational and not acquisition based all right so this [17:05] is these are the actual numbers of this example because i thought this would be relevant for you so if they're spending ten thousand dollars a month this is [17:11] before and after the same amount of impressions the response rate is what went through the [17:17] roof it was two and a half times higher percentage of people who responded all right after that you had a higher [17:23] result of people who are booking there we go look at the difference in appointments same same [17:29] advertising spend same show rates closing percentage 2.3x because the offer was better so we [17:34] already have a 2.5 and a 2.3 on this thing let's see how far we can go and the price we quadrupled the price [17:41] we're from a thousand down then 1500 a month to pay me 4 000 today and that's it you never have to pay me again unless someone shows up but that basically just [17:47] means we got the first three months up front and then we still got paid two days later when the first person showed up and so the difference was [17:54] making five thousand dollars up front off your ten thousand dollars announcement to a hundred and twelve thousand dollars up front up front an 11 [18:01] to 11.2 to one return before the back end kicked in is that like is [18:06] everyone getting this like this stuff happens now okay so you might think that's so neat but [18:13] how excellent question so when we're looking at offers there's seven things that i'm looking at so how can i how can [18:19] i improve this offer so whatever it is if you're the business owners which is why i asked you to raise your hand you have control over this the first thing [18:24] is what is the promotion it's either going to be free discount or premium all right basically if it's not a free or [18:30] discount it's premium the second is the core offer which is the main thing it's the steak not the sizzle and i'll get to [18:35] that i'll explain the difference in a second the bonuses these are the things that are provided in addition to the main thing dude [18:42] scarcity we have x left and i'll show you how to do these even if you don't have x left and do it morally and ethically all right urgency i'll show [18:48] you how to configure the offer so it feels like it ends tomorrow even though it may not necessarily end tomorrow but it does in [18:54] the way that you can position i'll explain how all right guarantee i'll show you how to stack guarantees like if anyone have a [18:59] guarantee i'll show you how to have multiple guarantees everyone's stack guarantees before very interesting i'll [19:04] show you how all right and then seven is the magic naming formula so one of the cool things about this is that if you run this play over time it gets tired [19:12] like the marketplace has seen it before and so i'll show you how to reskin the same thing over and over and over again [19:18] that's what allows you to get evergreen lead generation so free so quick point on this if i'm starting with a new [19:25] business i pretty much always start with something free and i do that because the first thing i'm going to do is always create flaw i [19:31] create flow then i monetize the flow and then i add friction so if you're like man i'm so worried about being [19:37] overwhelmed with leads i'm like well [ __ ] you all right so so the point is is that typically free [19:43] offers will convert it five to ten times any other type of offer all right so i'll always start here and then try and [19:49] use my brain to figure out how can i turn something that's free into something i can get paid for i'm going to give you seven offer structures to [19:55] show you how to do that there's 19 in total you get the rest of my my book for 10 [20:01] and this is where i start every business all right so that's free second is discounts one thing that's important to [20:06] look at with discounts is that there's four different ways of displaying them all right so if you have a discount offer right now that's tired you can [20:11] redisplay the same thing in different ways so you could say it's x percentage off you could also flip it and say what [20:17] the absolute amount is off you can say the relative amount so it could be like it's enough to save your entire your [20:22] entire month's mortgage if yours b to b or b to c um or or it's enough to get a steak dinner once a week in savings right so [20:30] it's how to display the same thing in different ways right and then the final way is doing is just saying what the price is now versus what it was before [20:36] all right so it's four different ways you can display a discount and that's what will keep your promotion fresh and then obviously finally is the premium [20:43] offer um this is you know what i call straight for the jugular this is when you're selling your hundred thousand dollar day um [20:50] what's interesting about when you do premium offers most of the time you just need to charge way more than you think you should and then these the economics [20:55] behind this can get really wild because in terms of return on ad spend if i'm selling 100 000 500 000 million dollar [21:03] things the other people i'm competing against usually aren't selling anything close to those types of prices and so that's how [21:09] we can get 30 to 150 to 1 returns on advertising on a regular basis because if you looked at 36 to 1 that means half [21:14] of my advertising has gotten me more than 36 to one return wild right and so it's because we we use premium offers [21:21] but we layer them after so bring them in free and then we'll upsell them through premium stuff so that's number one [21:27] number two is the main thing all right the stake most of times when someone is is is working on an offer of some type [21:34] they've got some sort of service it's really boring and it's not very uh attractive right and so there are four [21:39] variables to value that we've broken down after looking at this at a lot of times and look at a lot of offers the [21:44] first is the dream outcome all right so everything on the top side of this equation is stuff that people value they want more of this this is great we try [21:51] and increase this the bottom side of the equation is stuff that detracts from the experience that makes them less likely to want to buy [21:57] all right so the time delay effort and sacrifice all right as i've studied as a quick aside as i've studied [22:03] bigger more successful businesses i noticed that in my beginner days i focused a lot more here on promising [22:10] more trying to paint this beautiful vision of the future when i look at netflix and amazon and these guys who [22:16] are trying to make seamless experiences so that thoughts can become you know drones delivering packages that are door is they're trying to eliminate [22:22] as much effort sacrifice and time as possible for their customers and that is how they're increasing value and so as [22:28] we've shifted our businesses we focus a lot more on this now than we did here [22:33] but just something to consider all right i'll give you an example of each one if i'm trying to get brad to [22:38] give me money i'm probably going to say hey brad let me show you how to do this marketing stuff for lightspeed rather [22:44] than hey i'm going to get you a six-pack why because for him he values that more and so whatever the thing is that you're [22:50] selling the audience now for a woman it might be different right but for the avatar painting the dream outcome will [22:55] increase the value right making sure that that once like it's to compare two different offers right b to b versus b [23:01] to c once if you're comparing two things in the exact same market that are savings that are satisfying the same need i'll [23:07] just use weight loss as an example because everyone understands that one then then you kind of move on to the next step in the equation the next is [23:12] perceived likelihood of achievement so if i have somebody who's a plastic surgeon and they say they can do a tummy [23:18] tuck and this guy's done this is his first surgery he's ever done you got another guy who's done ten thousand [23:24] surgeries are you willing to pay more for the guy who's done ten thousand surgeries same surgery it'll actually [23:29] probably take the guy to ten thousand even less time too because we value the perceived likelihood of achieving our goal [23:34] right certainty and decreasing risk is something that we value so if you can think about ways that you can decrease [23:40] the perceived risk in the customer's minds and i'll show you more tactics about that later but if this is where the social proof this is where the [23:46] testimonials wall this is where the video the video that you have them watch watching the lobby of the of the lady whose life got changed all of that stuff [23:52] will literally increase the value of what you were selling without having to do anything to it it's simply the perception of the value now that's the [23:58] top side of the equation that's kind of the easy part i'll make you a lot of money and uh here's all these people that made money too right [24:04] the bottom side is where it gets interesting so time to life there's two components of time delay to increase the value of [24:09] the product that you're selling one is the immediate first first outcome so for example um if a girl comes to work out [24:16] at the gym oh he's weight loss right and she feels better the first day she has she has an immediate value [24:23] receipt of value right she doesn't look better but she feels better right and so you want to have some sort of first win [24:29] early but the second piece is how long is it going to really take so and so to hit their goal right if it's going to [24:34] take them a year if i can get if i can if i can shrink the time horizon then i will increase the value of the product [24:40] from selling one of the easiest and best ways to make a product more valuable is look at what everyone else can do in a [24:45] time period and cut it in half and then deliver that it's the easiest thing in the world to sell speed [24:51] people love speed all right and so if we can shrink the time delay between when they buy and when they get our product [24:57] becomes more valuable the next one is effort and sacrifice so if i'm if i'm trying to sell suzy q [25:04] on losing weight and i say you've got two options here right option one is you can give up everything you love you can [25:09] wake up at four o'clock the morning every day you can be sore as hell you have to eat separately from your family [25:14] uh you know what i mean all the you know you got to have people laugh at you you got a brisk injury all of that stuff you [25:20] know by the way it's going to take 12 months maybe right for you to get to where you want to go right or [25:25] you can just breathe in some gas and wake up skinny which one is she going to pick [25:30] right reality is that's why the same outcome is 50 000 [25:36] for one and you got to arm wrestle someone for an hour to get closing for a thousand dollar deal for training or gym membership right [25:43] it's because the same dream outcome has she knows she's probably not going to show up to the gym so her perceived likelihood of [25:49] achievement's low she knows it's going to take her [ __ ] forever she's got to give up everything she loves right and she's gonna also have to it's [25:56] like the only thing she's gonna enjoy is the fact that she feels better and that's it and so if you can look at these four variables within the context [26:02] of what you are selling you can manipulate these to make the core thing more valuable simply by changing their perception around it so that's the main [26:09] thing that's the stake right that's the main step that we're offering so first is we're going to try and figure out if we can do some sort of free or discount [26:15] version the second is we look at the main thing to see if there's ways that we can make the thing more valuable [26:20] third now notice when you have free or discount you can give away bonuses as part of the free thing and then upsell [26:26] the core thing right which i'll get to in a minute but the bonuses are things that we've provided in addition to the main thing [26:32] all right so for example when i used to sell those boot camps i was talking about earlier [26:38] i was selling 99 month boot camp i was throwing everything i possibly could i was like i'll do your food i'll give you [26:44] massages i'll drive you home like whatever you want please sign up right what's interesting is that if i just say [26:50] hey you get the workouts but if you sign up today i'll also give you food preparation instructions and [26:55] eating out guide you know grocery list i'll give you uh how to you know how to eat on the [27:00] weekends how to drink alcohol and stay skinny like all of these extra bonuses but only if you sign up today all of a [27:06] sudden my core offering which is literally the same thing i was doing before is perceived as more valuable and this [27:11] is what it looks like visually because you make the ask after the core offer right if you're selling [27:17] and then if they say no or they say need to think about whatever right that's when you start stacking because when [27:23] someone sits down like the whole time the first thing you present after you've been selling this whole period of time [27:28] that's what they anchor with so just like there's a price anchor there's a product thinker and so they think in [27:33] their mind this is what he's been trying to sell me this whole time and so they're going to anchor okay well [27:39] i tried to compare this price to this product but then what i do is you stack and stack and stack and stack and stack [27:46] and stack and then all of a sudden the product the bonuses seem like such a steal compared to the thing that i [27:52] originally mentioned that it's like why be a [ __ ] idiot to not say yes today so when you can stack this stuff it also [27:57] gives you a really nice way to get around the whole discount thing so rather than rather than be like well let me talk to my manager and get you 10 [28:03] off it's like well how about we throw this instead let me throw you this instead let me throw you this instead on top right and so that way it gives the [28:10] sales guys like our guys have a huge vault of private client private access client materials that they can use to [28:16] close deals and they have street value because they're listed right some extent so you can literally make products put them on [28:23] your site you might sell it might not doesn't matter the point is that they're perceived as valuable and then you can [28:28] sell something for two thousand dollars and give them fifteen thousand dollars of prizes whatever upsell the bonuses i [28:33] have more bonuses there are always more bonuses i have lots of bonuses okay [28:38] so that's the sizzle right so the steak and then that's the sizzle so if i'm looking at a business the first thing i'm looking at the promotion [28:44] the next thing is i'm gonna see how i can adjust the stake and make it more valuable see if i can change and alter services around that would cut the time [28:50] in half decrease the effort that they have to put in increase the likelihood that they think they're gonna achieve it and then right when they're about to [28:56] make a decision i say oh by the way that's just this big let me tell you about all this other [ __ ] that we're going to do for you and they're like holy crap i'm definitely going to sign [29:01] up oh by the way i only have two spots left and i have 16 more appointments this week so what do [29:08] you want to do right and so then we have scarcity all right so there's three ways that i've seen how to do scarcity [29:14] ethically all right one is if you actually have a limited supply that's awesome right but one of the things you can do is you can have a limited supply [29:20] of bonuses so you don't have to say you have a limited supply of the core thing i could have limited supply of the bonuses that i'm giving in and i can [29:27] re-wrap the bonuses in different ways re-skin them put on a new headline or whatever to change make the same thing [29:32] different which i'll show you is the seventh step of this thing is re-skinning them so that i can pretty much always have limited bonuses that i [29:38] can always provide scarcity with does that make sense yes okay so those are the scarcity pieces all right [29:45] urgency this one is probably the one i use more than scarcity to be candid with you all right because i think it's [29:50] easier to run on a regular basis so just a quick side note the difference between scarcity and urgency is scarcity as a [29:55] function of units units or quantity urgency is a function of time people want to kind of lop them in [30:01] together they're different all right so the first one and this is probably the one that i use the most all right is [30:07] cohort based urgency so it's like hey we've got a new group of clients starting on monday you're not going to miss out we've got a bunch of awesome [30:14] killers in that group right it's it's thursday right and they're like oh well i don't want to miss that group like yeah you should do [30:21] it the guys are awesome just get started it just gives you this little nudge now when she signs up if she says no and [30:26] comes back on monday i'm like you should see the nest group it's good that you missed this room because the next one's even better and it starts on monday [30:32] right and so you always have this rolling cohort that can happen which you're probably already doing you're just not selling it the next kind of [30:39] urgency is uh it's name based urgency so this is where you can reskin the same offer and say hey um this this promotion [30:46] like you should enter promotions every month and just reskin them and then start it so that you just have this false urgency it's not false it's real [30:52] urgency but it's saying the new year thing ends in our brazilian special foreclosure school ends january 31st well guess what we've [31:00] got closers for lovers opening in february which then closes february 28th and so it's the same program it's just [31:06] the promotion is different and the promotion can still even be the same price points you just name it different but that promotion is technically over [31:12] right so you can happily get around um and use urgency and scarcity to your to your advantage [31:19] the promotion of pricing and the bonuses themselves each of those to be exploding which leads me to the exploding piece which is the next one [31:26] this is if there is a way right now where anything in your marketplace is sh [31:32] is changing it's shifting um this this sounds like crazy if you can [31:38] get like if you're for example if i was saying you know what it's not about newsfeed ads anymore it's all about inbox leads right because dms on social [31:45] media you're getting direct to the decision makers and the software that we have does it for eight dollars and 33 [31:50] cents a day and delivers 13 to 15 fresh leads in your inbox as anybody who responds back right but the thing is a [31:56] lot of people can get in on this soon so you're going to want to sign up now so you can get a disproportionate amount of the gains right so this exploding [32:01] opportunity is arbitrage so if you can think of ways that you have your own product and make it into an exploding [32:07] opportunity it'll create more urgency to take action uh number six this is really cool [32:12] so most people either don't do guarantees or just do one and they really lame boring guarantee but most [32:17] people don't do two all right so i'll show you how this works so i got this closed from jason flatland [32:23] and it's one of my favorite closes of all time and so when he's closing someone if he has her hat ever has a [32:29] 30-day satisfaction guarantee love her to leave it whatever you want to say you say hey i'm not asking to say yes or no today [32:35] i'm just asking you to make an informed decision which you can only do on the inside of the program which basically gets them to delay the decision by [32:42] buying it's [ __ ] awesome and so if you ever have stuff like every single person if you have a 30-day lover [32:48] to leave a guarantee you can basically get people to you can make them feel safe get them to say no hey would you be [32:54] opposed to moving forward today i wouldn't be opposed to moving forward today cool because i'm not asking to make a decision right now i'm just saying i just want you to make an [33:00] informed decision which only do once you start with us right and we can only make this kind of guarantee because we know we're so good at what we do and we know [33:06] people would say otherwise we wouldn't be in business right right okay cool so let's get started so that guarantee is [33:12] [ __ ] awesome and so if you can do an under conditional guarantee i would highly highly recommend it here's what's cool [33:18] you can have an unconditional guarantee that's based on one timeline and then you can have a conditional [33:23] guarantee that's based on another timeline so it's like not only that and this is the one that you make crazy [33:28] all right so this is when you say hey not only that if you don't make 10 grand using my software in the first 30 day in [33:34] the first 60 days i'll give you 10 grand because that's how i know it how good it [33:39] is but you got to show up to every one of the calls that we have you got to make sure all your payments are on time [33:45] you've got to xyz the things that are your activation points for your service or product the things that you know will [33:50] make someone actually successful and then you just bake those right into your conditional guarantee and so they're like wait so if i love her to leave it [33:57] and you're telling me that 60 days from now like if i don't achieve this crazy result if i do these three things [34:02] then like that's all you need me to do to buy and there's only two spots left and so when we stack these things you can [34:09] massively increase the closing percentages for the team and make the offer more compelling from a marketing [34:14] perspective last one okay magic naming formula so how to name how to use the same offer and rename it reskin it over [34:20] and over again this is especially important if you if you're in local markets so uh i'll give you i'll give you an [34:27] interesting one so let's say you've got this this big bundle i was talking about the 360 challenge i told you about earlier right so let's say that that's [34:33] our that's our original bundle it's fitness and nutrition stuff right [34:39] then we call it the fall six week challenge then we call it our spring 28 day [34:44] blueprint then we call it our halloween 42 day detox same exact thing [34:51] it just keeps it fresh and so that way we don't have to change the operational structure of the business but we can constantly keep the marketing fresh [34:57] all right okay and that's the uh that's what the magic stands for so it's the magnet which is [35:04] make a magnetic reason which is why i like having a reason why of some sort it's like it's fall it's spring it's whatever right it's you know my kid lost [35:11] a tooth it's our fifth year anniversary right which is a great one we just started running a fifth year anniversary ad that's why i'm running this offer and [35:17] people like oh that's why he's running the office like i ran the offer last month too but now it's our fifth year anniversary right and the thing is is [35:22] you can be like it's my wife's birthday it's my birthday it's my company's birthday it's like three times a year you already got birthdays so you can [35:27] give reasons why for it right like you can always i always used to i always tell people think like a fraternity party planner just like you need this [35:34] much to create to have a party it's like stu got his wisdom teeth out rager right so it's the same idea in terms of reason [35:40] why okay so we have our magnetic reason we have we announced the avatar so we say [35:46] who we're looking for so it's you know a little black dress which would prob that would include that would be implied [35:52] sorry uh bad example uh six week you know guys uh you know lean down [35:59] i said six week already and then the container would be like takedown or whatever right uh blueprint jumpstart [36:06] kickstart you know sprint accelerator whatever right the point is that we put these things together now you don't have [36:11] to have all of them but if you just have these on the back of your mind you'll always be able to spin headlines very [36:16] quickly and name products and offerings um that will convert those are the seven things that i look at when i'm trying to adjust a [36:22] business's offer to make the marketing more compelling and get more clicks check number two [36:29] you guys with me so far we still good all right cause i'm about to show you one of the sexiest things that i have [36:34] all right so i can guarantee everyone here that you will get more customers from the thing i'm going to show you so yes i guess a couple people moved around [36:40] in their chairs fantastic this is our pond we have our little our little wormy guy [36:45] and now we got to put in the pond so we got to find our pawns never go hungry again this is actually the the photo shop uh the ceo is like this is my never [36:53] go hungry again framework so he has this posted behind his computer so he knows that there's always ways to get more [36:58] customers you can take a picture of this because this is this is like my holy grail if i ever need more business this [37:03] is where i go all right so you've got paid media you have earned media you have phone media you have outbound you [37:09] have affiliates and partners in your referrals and i'll show you the the ways that we use each of these um i've i've [37:15] done i've done 20 million out of every single one of these boxes except for earns [37:21] media um so that's actually the one that and i'm just starting doing that now um but the other five or whatever um i've [37:28] made over 20 million from each so i'll tell you like i'll tell you what we do right now that's working um and so yeah [37:33] i'm going to show you a lot of [ __ ] here you're probably not gonna like just pick one or two that you actually will do and [37:39] like if you do that then you can go to the next one like give yourself permission to do the next one if you just do one of them okay so paid media [37:45] and i've got one for you in this one okay so remember we have our little equation we've got to make more in the first 30 days and it costs two buy two [37:50] customers and fulfill two customers all right so if you if you don't have an action this is the action for you just [37:56] spend 100 bucks a day on those lead ads that don't sell you all right if you do this give give yourself a slush fund [38:02] there we go give yourself a slash fund one of the one of the early marketing mentors that i had told me [38:08] instead of buying all these courses and coachings and whatever just say whatever amount of money you're willing to blow every month on [38:14] advertising and then always spend it and that way it'll force you to do it [38:19] and the thing is is you won't have your ego tied up and you're not gonna be like [ __ ] i suck it's like well i'm supposed to suck i don't know what i'm doing but [38:25] you will figure it out i promise you if you actually just spend and i just recommend people start 100 bucks a day [38:30] and you'll start to see some traction you'll watch some more youtube videos and you'll learn a lot faster than [38:36] all the many many many things that you that are out there okay cool so these are the examples of paid media youtube [38:41] facebook instagram influencer shoutouts is actually underrated podcast gdn [38:47] podcast meeting you can get the insert the you can pay the person to basically say commercial like radio uh gdn search [38:52] radio branded search is a hack that i'll show you in a second that just about everyone here is losing money [38:58] all right it'll give you like your highest return on advertising so this is our advanced lead generation got a little magnety guy a little promotion [39:05] then what we do is we give them some offer to liquidate our acquisition costs our upfront cash offer that's how we get all that money back we have two ups we [39:11] have upsell down cell and every single this this is literally every single offer that i've home runs has been every single one of them has looked just like [39:17] this and then we feed them in a condo day one two three four that's what we do over and over and over again so i'm [39:23] gonna give you one cool this is probably this is the thing that i'm most excited about stuff that i love more than [39:28] anything i literally wrote a book just on this one topic so these are free cash offers so you're like how do i make [39:33] money if i'm giving something away for free excellent question brad there we go limited free this is an example limited [39:39] free is someone comes in for xy service that you should always know more about your service than they do and give [39:45] i don't want to say an incomplete solution but give a solution that's not going to i'll give you a simple example if [39:51] someone were getting a car wash it would be like the the lowest bare minimum the car is not even gonna look that much [39:57] better we'll look better but not that much better right or if someone is coming in to work out at the gym or rather if someone's coming to lose [40:03] weight right i'll say you can have access to our group and we'll give you homework outs while they're at the gym and they're like but like or you can do [40:10] our super sexy guaranteed results double guaranteed has all these bonuses and [40:15] it's only this for you right now to start some money you should definitely get into it well guarantee you lose 10 pounds in the first 30 days if you don't [40:20] we'll keep working you for another 30 days fair enough right and so that is someone someone [40:25] comes in for something free we give them an inferior offer and then we upsell them the primary offer all right that's [40:32] what we call limited free by the way you also don't even have to mention the inferior offer because half [40:38] the time they don't remember more than half the time second one free with deposit that was the thing that i mentioned earlier if you ever have any [40:43] kind of service that it requires effort on behalf of the customer to get a result anything that's a lot of services right [40:50] you can market something for free and have that like if you did therapy you did life coaching you did anything that [40:56] is some sort of like the client has to do something you have to pay for the program and then if they get the outcome [41:02] or if they do the habits they can get the program free or rebated or credited back to them right towards [41:08] future services does that make sense it's pretty cool this one [ __ ] kills this one is awesome [41:14] i'm telling you this one is awesome this was made more money than any offer on this board because what it does is it [41:19] aligns the customer with the result when they don't have the they use the money's accountability so your client's success [41:24] scores go through the roof and it's like well marjorie if you lose 22 pounds in your first six weeks working with me are [41:31] you going to keep you're going to want to come to me for the next 40 and she's like oh absolutely you're like well that's that's why we do the promotion so [41:36] i'm not worried about giving you six weeks free if i get six years shortly right but if you follow the money from what i said earlier she got six weeks [41:42] free because we took the money and we credit it against her future rate which you probably put up a little bit and then [41:48] discounted it off the money that you got does that make sense threes okay giveaways giveaways are awesome the way [41:54] you do giveaways properly have a first place prize and a second place prize this first place prize is your core offer it's your biggest sexiest most [42:00] expensive package you do that because then everyone knows the price [42:06] and you market you are going to give that one away for free and the second place prize is an acceptable discount [42:11] and absolute value so for example if i was giving away god what services i don't know a year of [42:17] window washing whatever right and it's the ultra platinum window washing experience whatever [42:23] underneath of that let's say that was a four thousand dollar deal underneath that i would say second place [42:29] prize gets six hundred dollars of window washes right [42:34] you run the promotion you wait four days give them the countdown of when the when the person's gonna [42:39] get to get called then you announce the winner pick one person everyone else congratulations you [42:45] won second prize right you can put in the in the thing more than one winner may apply you're completely compliant [42:51] all right and by doing that you give every single person a 600 off your 4 000 package [42:56] neat this works really well you want to get leads this works [43:02] okay free with prepay this is also one of my favorites so if anybody here has uh [43:08] recurring services or bundled services if you're trying to get upfront cash which is this guy [43:15] then you can sell like buy three get free and you can double the price for the thing [43:20] so you're still selling six months up front basically but it's buy three get free for buy six get six whatever [43:26] and that can go with products or to go with time it doesn't really matter but when you do this though you get so much cash flow up front you can you can [43:33] pretty much out market all your competition it's very cool and churn on prepaid [43:38] people is one-fifth of month-to-month people fyi splinter-free [43:44] so if you have a type of service or work that has to be done in that's the same thing that has to be done multiple times [43:50] so an example would be a chiropractor or a massage therapist somebody who has this who does the same service over and [43:56] over again one of the best things to do is just do a splinter free offer which means you pull one of them off right [44:01] ideally you want to pull one of them off and like tanning is a really good example i'll use that one [44:06] like if i said i'm going to give you a five day free vip tanning experience person comes in they're super excited we [44:12] say hey how tan do you want to get i'm going to show you this book of tana be like the chocolate one like okay well [44:18] you look like vanilla so it's going to take us a lot more than five days to get [44:23] there so you want to get there cool then why don't we just sign you up for a membership right because you can't tan five days in [44:29] a row you tend once in five days because otherwise you'll burp because we know more about our service than our customer does so there's a lot [44:35] of things that your customer wants but they don't know how to get there we can make promotions that in their mind it's [44:40] like oh it's like five day weight loss it's like no one loses right but in their minds you can then [44:45] educate them so they're better consumers and then make a better more informed buying decision once kim really understands that she's vanilla and she [44:52] wants to get the chocolates take more than five days we're already here and you like me because i'm smiling and being nice [44:57] she'll sign up right and so this offer works very very well you break off one piece same thing like laser hair removal [45:04] you can't do one session laser hair removal you need all six right there's lots of things like that you can break off one or two and they can't really do [45:11] that without the other ones that's you give the two for free because you know it'll bring them in and this one this is one of my favorites so for this event [45:17] for example if i were to do invisible freight what invisible free offer is is i say hey [45:22] you can come to this event absolutely free but you put your credit card in at the end of the event if you don't think [45:28] it was worth five grand you just let me know after the first day and i'll i'll [45:33] send you uh you know we won't bill your card but the upsell that you're selling right there's or [45:39] you can pay right now for three grand and get all the recordings and [45:45] and and so you have this thing that's marketed for free the down sell is they sign up for something more expensive [45:51] right the down sell is they sign up for something more expensive that gets them less right and then you say [45:57] if you don't think it's worth x y and z then we won't bill you but the requirement of that is you have to show up this works with like webinars too [46:03] same thing if you if you're worried about people showing up there's also a great way to get people to show up right if you're ever doing like a pitching [46:08] thing too now they have their credit card like there's different strategies to use this one for like if you wanted everyone to [46:13] pitch you could down sell everyone into just staying and offloading it so you make the prices closer if you want more people to pay today make the price [46:19] discrepancy bigger add more bonuses so if it's like 250 and 200 well then i'll wait i'll wait for 250 or [46:27] 200 and then i get everyone to show up because the only way they can not get billed is by showing up and then you have everyone's captive attention you [46:34] can pitch your ass off all right this is for brad so this is the easiest hack that [46:39] everyone in the entire world can do that you probably aren't doing own your damn terms so this is literally [46:44] on the on the plane today lightspeed lms everybody else is paying for your terms [46:49] all these guys are they their marketing guys are doing it and you're here right so it's like i got gotta say no to [46:55] all these guys before i see yours and then everybody who's got an android you're not even coming up right and so [47:02] it's just like if you just own your brand of terms the return on on ad spend for branded terms is stupid it's like 20 [47:09] to 40 to one it's crazy and it's so easy to set up google how to set up branded search terms 10 minutes and then you can [47:15] put all these in and guarantee you like all you do is you send them to a landing page that just says email opt-in phone [47:21] number like simple because they're already looking for you they're just the lowest low toss leads out there but just [47:26] make sure that they're seen so it's branded search you're just you're just literally owning your own keywords you [47:31] say i want to advertise for bradley lightspeed uh lightspeed lms lightspeed [47:37] training light speed like all the variations of that someone might be searching paid media number one you're like oh [47:42] [ __ ] don't worry the other ones are faster okay earn media i'll just give you a quick strategy for this most you guys [47:48] have lists and contacts all right so my recommendation from a strategy perspective is to do a quarterly push i'll just move [47:54] a little faster for you so when you're doing content like you kill it with content right so the strategy that we [48:01] see that works is just let them know what you do not a pitch just let hey it's bradley [48:06] from lightspeed and this is what we do and if you're one of those guys awesome then we have all the value we give and by the way if you're one of those people [48:12] that has this problem that we solve you should xyz right so you don't lose anything from those people when you do [48:17] that on a regular basis and then this is what um most people are missing [48:22] which is a quarterly push all right so that means once a quarter you do a four day blitz on your list and that's where [48:28] you promote like [ __ ] crazy for four days and they shut it with real scarcity on an offer and that way you can click [48:34] you can squeeze your list every quarter and most people aren't doing this so if i'm going to go buy a business or buy a [48:39] piece of a business i'm looking through this checklist that i'm going through right now the offer the client finance acquisition for the math and then what [48:46] traffic sources we're using and i'm just checking boxes i'm like oh registers let's get it in uh let's do this and i [48:51] just keep plugging these holes and just like that at the end they triple their acquisition right this is just a checklist [48:56] all right next one owns media this is actually very similar same concept this is from your followers [49:02] where you're promoting it and saying it on your podcast here you're saying it's your list that you owe everything else is more or less the same [49:09] all right the difference here is that this is email list messenger lists sms list blog audience contacts in your phone depending on depending on how many [49:15] contacts you're from phone this is a really good one right now this is dean jackson's nine word email [49:20] still one of the best emails like ever written it's called the nine word email because it has nine words in it and it says do you still need help [49:26] getting that problem solved that's it you email your list that i guarantee you will get people respond [49:31] back saying yes i do actually still need help solving that problem that you saw nothing else don't get like don't say by [49:37] the way like nine words are you still struggling with are you still struggling with issue [49:43] all right outbound just fyi i mean i know you guys are more in the sales sales world [49:50] but we get ridiculous roi on outbound so we have a 20 outbound team [49:56] my hack here is to use multiple forms i know that the software does that too but you get way better conversions if you [50:02] contact on multiple channels all right uh from a strategy perspective really quick uh if you're starting out on this [50:08] channel i just tell everyone 100 reach out today 100 a day guaranteed you will make more [50:14] money and i give people six months when i give it six months like it snowballs but [50:20] i haven't yet to have somebody not kill it within six months if they do that so that's just a simple strategy and it [50:25] works very very well um these still work because i feel like people have forgotten this i don't know why [50:30] at least in the marketing world everyone's forgotten about it so it's like blue ocean for us first thing to do [50:35] is to call your own leads right seems obvious that sometimes people have so many leads i talked to a lot of marketers who've never talked to early [50:41] system why so first thing to do would be to call your own leads um next uh i spent fifty thousand dollars [50:48] in like coaching and programs and stuff to like learn outbound didn't use any of it i think the best thing is to just start because every [50:55] there's enough nuances to every niche it's worth just like you'll figure it out and that's what we ended up doing anyways on our [51:01] own um and then yeah give it six months and then we put ten to twenty percent of our i said marketing budget even though i [51:07] said it didn't say but what we currently spend on advertising we put 10 to 20 of that towards outbound not expecting an [51:12] roi for the first two months and it took like a quarter basically it took like a quarter to roi but now it's [51:19] about 20 to 1 for us in terms of return which is really good okay all right affiliates and partners [51:24] all right so if i'd say the ones that i've made the most money from one [51:30] two lots and lots from these so one of the things that our goal here for [51:36] this is to get is to be a full integration so a lot of people do like hey talk at my thing or do a webinar [51:42] with me or do a podcast with me and that stuff's great but i mean it's like you'll see a little blip but i want full [51:49] integration and so what i try to figure out is who has problems that i can solve so for example if i were going after [51:55] personal trainers i would go after a software that caters to personal trainers i would find out that the biggest problem that those people have [52:01] is that the trainers need their first five clients for the software for them to stick because people don't use crms if they don't have c's customers right [52:07] you can't use the crm so if you don't have customers and so i can say hey mr software guy you've got 14 000 personal trainers and i want to sell stuff to [52:13] personal trainers i know how to get them clients why don't you send them to me and i'll solve your biggest problem with [52:18] activation and so the idea is i want to get into their onboarding process the reason [52:24] prestige labs which is our supplement company which does more revenue than my gym company does is because we use the [52:30] distribution base and integrated the supplement cell into the onboarding process at every gym that we work with [52:36] and so when someone when kimberly comes in she buys services but 48 hours later we're doing a nutrition consultation [52:42] we're selling them supplements and so that all of the marketing has been that all my partners are spending it flows through big [52:48] and they're happy to do it because they get paid handsomely and i'm happy to do it because i don't have to pay for acquisition [52:53] now there's two ways that you can use this strategy that i like one of them is what i just said where you integrate where they're doing the [52:59] promoting and selling your stuff the other way is where you're doing the promoting and selling their stuff where you actually become the affiliate and if [53:05] you're making if you were if you're not sending too much money away a lot of times it's a lot less work to just be an affair you [53:11] can get 40 50 of top line revenue that you're sending over someone for none of the work most businesses don't run with [53:17] 50 margins so if you can get 50 of top line and do none of the fulfillment and you're already paying for the traffic anyways why not [53:24] and then if that person you're from the business owner also has that list you can you can say you know what i'll refer all those people over just send some [53:30] people back right and that may sound silly but if you do it on a regular basis people will do it but you have to do it first you have to sell their thing [53:37] first and then they will return it all right so um can't really see it but for prestige labs we have 4 000 [53:44] affiliates that are brick and mortar mom and pop shops that sell our products allen is the software that we use we [53:49] have uh 200 or 400 now 400 agencies that white label our product and then sell it [53:56] on our behalf and they make tons of money doing it we just make a little piece in all of it right and so it's how can i find ways to [54:02] make other people money and then integrate so these are the quick strategies and [54:07] then we'll get to the the six ways to make more money on customers um okay so this is a different example that i'll share with you so uh i [54:13] was working with a company recently the hybrid for consulting stuff and they they catered a physical therapist [54:20] and so they were like how can we do this partner integration and i was like well what do you what do all [54:26] pts sell to every client that who uses physical therapists as a distribution mechanism to get to customers p to b to [54:32] c they're like well orthotics braces like recovery bands all that stuff it's like right reach out to those companies [54:40] and say hey give me ten of your guys i'll teach them how to sell your product [54:47] in exchange for you just sending more of your guys for me to teach them how to sell your product i'll also sell them my product [54:52] but i'm selling more of your [ __ ] for you people will feed you like tons if you can solve this problem for them so [54:58] like if if you can because most you guys here know how to sell so a lot of people don't know their clients they have [55:04] people who don't sell their products you can take their customers teach them how to sell their own product better and [55:09] then they will feed people to you because you're solving their problem we kill it with this [55:15] and primary action for anyone here who's an action taker you can do 100 reach out today or just identify the 10 biggest partners and [55:22] then spend real money to get them like real money you know what i mean send them a tv send them a watch send [55:27] them something they can't ignore show up at their office and should be like can i plea i just i've got bags of money i want to throw you please please let me [55:33] just give that light to you because it's just burning a hole in my wallet right and usually people will take that that meeting [55:39] also if you send if you send letters with like a thousand dollars a day in cash people tend to return the calls [55:45] you do okay affiliate partners last one referrals and then we'll get to ltv so this is the golden ratio um 30 of our [55:52] customers still come from referrals our goal is the companies to get the percentage of customers who refer to be greater than percentage of customers who [55:57] leave if you can achieve this you have limitless growth it's just like the client finest [56:02] acquisition of customer success if we can get a higher percentage of customers to send us someone than to leave our [56:09] business will grow with nothing else and so that is our golden ratio so that's the goal with referrals [56:14] so here are some examples of stuff that we do for incentives i'm going to give you a really sexy one right now [56:19] so obviously this is the there's the cash one the unlockable bonus is something that's really nifty and so if you have a vip [56:27] service or some sort of thing that's of value like those bonuses i was talking about like something that's really [56:33] sizzle right it could be a it could be a software feature it could be a it could be a training it could be a it [56:40] could be anything that you can think of but especially if it's something that gives status [56:45] then you say hey they're like what are world those guys got those fancy bands like oh those are just for people who send us other clients who don't hate [56:52] their friends you hate your friends because you haven't done this anymore i don't know why you hate your friends so much right and so when you do that it's [56:58] like a it's like a classy way of paying someone without having to pay the cash tickets to events all those types of [57:04] things work really well for referrals all right do you know anybody who's looking to achieve x that's probably one of the best um [57:12] outbound openers by the way because then you don't feel like you're spamming someone and they're like you know what [ __ ] my sister i'm the one who needs to [57:18] lose weight right and then they tell you okay uh cash bonuses integrated yeah and [57:23] then i would make sure that you have this integrated in the onboarding process i know some of this stuff some of you guys may have heard of but you [57:29] might still not do them every company that i like i work with they're like yeah yeah right ask for referrals i'm like are you like we've [57:36] been meaning to like why aren't you where is it in the process right just show me where it is in the process and then we make sure it [57:42] happens every time and then one of the biggest pieces here that's the last one i'll say about about referrals is from from human psychology [57:50] as if i if i take brad to the airport right and i do cry out a favor immediately [57:56] after the favor happens is when brad feels the most positively towards me and i actually feel is the doer of the favor [58:02] like it wasn't that big of a deal six months later when we look back on that situation i feel like i did brad a huge [58:09] favor and brad's like there's nothing send me the airport and so that is why people have these weird relationships [58:14] with businesses sometimes when they leave because what have you done for me lately really sits in the thing is the person who's the doer disproportionately [58:20] feels like they did more than they actually did so you have two different cognitive biases working against each other and so [58:26] when you're doing testimonials or referrals the moment you have the activation point that first positive [58:31] magical moment that you probably have choreographed in your customer onboarding experience that's when you ask does everyone know where like their [58:37] big magical moment their activation point of like if someone does this then they stay 10 months longer or whatever does everyone know that is if you don't [58:44] take your longest customers look at what they did in their beginning and then try and model that i'll give you one more [58:49] does everyone feel like there's a lot of different ways we can get customers now six different pools do they want to have at least one of [58:55] these that you're not doing that you could immediately just pull cash out of okay good uh most businesses would do [59:01] very well if they just started up by picking the biggest pile of money in front of them most of us have these big [59:06] bags of money that are sitting in front of us that we just don't pick up and so what i you know what i end up doing for these [59:12] companies i just like let's start with this big pile of money and just take 10 minutes on youtube and get creative [59:18] terms up within by by 5 o'clock today because it takes that long right and then you have leaflet i've lit i've [59:24] never had less than 20 to 40 increase in number of customers from just doing one of these things i mean that should cover [59:30] a lot of guys growth for this year all right so we got the math to how to require customers at a profit the offer [59:36] on how to get complete strangers to say yes because it'd be stupid if they said no because of all the things you made [59:41] where where to dangle that little double guaranteed super secret double bonus six week whatever in front of the in front [59:48] of their name and then finally how you become unbeatable all right so this is where the numbers and metrics become [59:53] really cool this is probably the part that i spent the most time on not because it's long but because it's sexy [59:58] so how to become a beatle make so much money for a customer that you can use any channel you damn well please does anyone feel like it costs too much to [1:00:04] acquire customers one person anyone else feel like it costs too much required customers two people anyone else three [1:00:09] people four people five people okay five people this is for you guys everyone else chill the thing is is that eyeballs [1:00:15] are never going to get cheaper than they are today think about it they will literally never be cheaper than they are right now and so if you feel like [1:00:20] they're expensive now then what is it going to be in five years more expensive i can guarantee you that i will bet [1:00:26] everything i have on the fact that basically more expensive five years from now and so this is the only lever that you can pull [1:00:32] to be unbeatable so that you can outspend everyone that way you can use all of these channels because if you made a million [1:00:37] dollars a deal you could use direct mail and still work use radio nationally and still work because you make so much more [1:00:42] per customer right and so as much as this is an acquisition thing the back end informs the front end sometimes when [1:00:49] i teach this i go backwards um so let's play a quick money game it really likes money games [1:00:54] all right so this is the business genie exercise this is our sample business [1:01:00] we get 30 new clients a month one client a day the average client stays with us for three months the price per month is [1:01:06] 100 we currently have 100 clients we're at a point of equilibrium that means that we're not going to grow at this rate [1:01:12] we're not going to shrink at this rate we're going to stay even we have 20 margins we're doing 10 000 a month which means we're taking home 2000 [1:01:19] a month sad face this is our business in this business genie this beautiful icon of a business [1:01:25] jd business gin if you will shows up and says i can double one aspect of your business [1:01:32] which one would you like it to be it's very it's a niche genius all right [1:01:37] option number one i can double the number of new clients that you sign up every month [1:01:42] option number one option number two i can double the price of your product or services [1:01:48] everything else is the same in all these examples choice number three i can double the number of purchases per [1:01:55] customer which do you choose you only get one it's a business it's a business genie [1:02:01] all right so do me a favor all right i'll do raise hands on choice number one choice number one this one double number [1:02:08] of clients okay choice number two double price of product and services [1:02:13] okay number three double the amount of purchases everyone makes all right so we have a really even split which is [1:02:19] perfect all right somebody walk through some cool [ __ ] with you so if i double the amount of clients [1:02:26] that i have right that i'm coming in then i'm going to go from 30 to 60. the [1:02:31] math behind that means that i'm going to go if the business will double eventually right because the churn stays the same it's going to double and it's [1:02:37] going to get to 200 clients at 100 a month so i'll make 20 grand the 20 margins is 4 grand so i double the [1:02:43] amount of profit did everyone follow me with that yes cool so number three [1:02:49] if i double the amount of purchases per customer it works out to the same thing because each customer becomes [1:02:56] they buy twice essentially because they're buying two different things from us right so we're an easier way to say [1:03:01] this in a recurring business would be you're doubling the lifespan of the customer they're buying twice as many times they go from three months to six months right we'd be cutting churn in [1:03:07] half this is a different way of saying it right and so by doing this this has a slight advantage over number [1:03:14] one does anyone know what it is you don't have mics i'll tell you what it is the advantage of this one is that your [1:03:21] your ltv per customer is twice as high so now i can spend more on the [1:03:26] acquisition right and so the point here is i'm making twice as much profit per customer i'm making twice as much profit [1:03:33] in each of these scenarios from a business standpoint i'm making the same amount of profit but this is a better business [1:03:40] because i'll be able to grow this one more easily now for this example i'm keeping all their variables the same but my marketing cost would be half on this [1:03:46] one because i can acquire the same number of customers to get them to stay twice as long does that make sense [1:03:51] okay if you double your price you make six times the profit so let me walk you through this [1:03:58] if you're at 100 a month and your cost of fulfilling was 80 that's the 20 margin we double that we [1:04:05] go to 200 and we're still at 80 to fulfill so we now have 20 and the 100 in profit [1:04:12] so now we have six times the amount of profit as we did before and no one [ __ ] pays attention to [1:04:18] their prices pricing's everything it's the number one lever on how much money you make [1:04:24] so is that cool this is what we're going to talk about this is my probably my favorite subject [1:04:31] so that is how important the six levers that i'm going to share with you are [1:04:37] so when i said make them worth more it's an increase in lifetime gross profit [1:04:42] now people have heard everyone hear the term lifestyle value it's defined a million different ways if you if you [1:04:49] google it you'll see six different definitions of it so i will define this for you lifetime gross profit [1:04:55] the purple is the juice all right that is what we that is the squeeze that is what we get at the end all right that's [1:05:01] the chop that's the gross profit it's not the chop that's that would be not profit but the gross profit is the cost of fulfillment costing goods sold [1:05:09] and then what is left over to them pay all the other should we have rent all the other stuff but it comes out of this [1:05:14] right gross profit is 50. this isn't a good business by the way this is just an example because it's simple all right so [1:05:20] i'm going to use this as kind of the case study for all the examples i'm going to give you and i'm going to show you every lever that i pull in a [1:05:26] business to make way more money for a customer all right so in this business the lifetime revenue [1:05:35] is 500 lifetime gross profit is 250. everyone's with me great all right [1:05:41] so if you don't know how to calculate this in your own business does everyone know what their number is in their business lifetime gross profit per [1:05:47] customer for everyone who didn't say yes here's how you do it this is the simple way and then i'll [1:05:53] show you what if you have a recurring based business this is the simplest back of napkin way of doing it [1:05:59] take the total revenue that you've collected since you started business literally just add up the bank statements [1:06:04] times your gross margin we should already hopefully know what your margin is on the on the services you deliver [1:06:09] which is like if you do services for example i pay extra hour it takes y hours to to get the result why hours [1:06:16] compared to the prices is 20 of the price that makes sense if i sold personal trading and it was 20 an hour [1:06:21] and i sold it for 100 bucks i'd have an 80 gross margin is that fast [1:06:27] okay thank you so i've got the total money times the margin [1:06:32] and then i just divided by the total number of customers i've ever signed up this will underestimate it but i'd [1:06:38] always rather round down and then make more money but this will be the closest estimation because if you're like well we're better [1:06:44] now than we were before cool that's okay you can always make more money but it's better to underestimate these numbers [1:06:51] this is better if you have uh just selling products or like one-time purchases if you have a recurring business or a [1:06:56] business where people will buy more often then this is the way you do it same top [1:07:01] line the only thing is different is that you divide the bottom uh by total number of churned out [1:07:07] customers so like if 900 of my thousand customers have turned [1:07:12] then it's going to be divided by 0.9 which basically makes my ltb go up because 10 of my customers still are [1:07:17] going to keep paying me does that make sense i know that was kind of complicated but does that kind of make sense i feel like a kinda [1:07:24] all right just go with me don't worry all right so here's why this is so important this is probably my favorite quote of my own [1:07:31] the business owner that can make his clients more valuable to his business than his competition wins all right i even misquoted myself but [1:07:38] that's the idea all right so the idea is not like i'm not trying to outspend everyone i'm trying to make this human [1:07:43] being more valuable to me than anyone else so that means that i'll be able to acquire him better than anyone else and [1:07:49] so the more i can spend an acquisition the more channels will be opened up to me and then the more depth of the channel i can reach like if i get priced [1:07:56] out of facebook when i spend what's like once i go past 300 000 of my audience because it's too expensive to reach the next part then i get priced out right so [1:08:02] if i can spend more than i can keep going deeper and deeper into each of the channels that i have on top of that i can also get more depth in the actual [1:08:08] market like market penetration because i can still outspend my competition right so if you can only spend a dollar to [1:08:15] acquire a customer you'll probably never be in business and so but no one looks at this and like my marketing doesn't work it's probably because your business [1:08:21] doesn't work right and that's the issue okay like even facebook which is free [1:08:26] makes forty dollars a year on everyone crazy right haven't thought about like two dollars and fifty cents a month goes [1:08:32] to facebook for when you log in for selling your eyeballs so this is what it looks like in real time so this is let's say this is a gym [1:08:37] owner even though he's got a tiny business thing let's just say it's a gentleman so there's got you know he's got old spice marketing to him he's got [1:08:45] he's got equipment manufacturers that's their ltv or ltgp excuse me uh then you've got [1:08:52] apparel and then you've got software and then you've got gym launch me marketing against [1:08:58] right well i cannot spend all these guys so this is what happens i own all of his eyes [1:09:04] his eyes are mine because i can outspend all of them i'll just i'll artificially raise the prices [1:09:10] so that they can't bid on his eyes so it's a ethical i don't know ethical it's a legal way [1:09:16] to create a monopoly if i could make so much more money than the rest of my competitors then i can own every eyeball that's in my audience [1:09:23] because i'll set the cpm so high no one else can bid i'll bid against myself to give them high [1:09:28] does that make sense that's like position to [ __ ] you that's what the back end does okay and [1:09:34] that's why i refer to lifetime gross profit as the arms race of business like if you have this you have the biggest stick [1:09:40] so here's the six ways that i increase lifetime gross profit number one you can increase the price [1:09:45] which we did in our little genie example that's just one of them the second one is you can reduce the actual cost of fulfillment and i'll show you some of [1:09:51] the ways that we look at number three is you can increase the number of purchases that a customer does number four is you [1:09:57] can upsell them which has two different types of upsells one is making something better the other was selling more of the [1:10:03] same thing so one is quality one is quantity down sells is the opposite of that so it's poor quality lower quantity [1:10:09] or fewer fewer and then six is cross sells so it's what's the adjacent need they're gonna have all right a lot of [1:10:15] people just kind of lock cross cells and upsells together and i don't like to i think there's more nuance to them if you can think as you can think in nuance [1:10:22] you'll act in new ones you'll be able to think more creatively about the business so increasing price this one's a quick [1:10:28] one look at the difference in lifetime revenue and gross profit if i increase the price by 50 [1:10:34] i doubled my profit i have this conversation with gym owners all the time on average we increase the recurring revenue by 38 a month the [1:10:40] average gym makes 12 and a half percent net margins the average gym is at 129 a month so if i had 38 dollars and they're [1:10:47] making 12 and a half i just 3.1x their profit they're like what do i care about 38 bucks i'm like i'm gonna triple your [1:10:53] [ __ ] profit that's why that's why this is important so number one if there's a way to increase the perceived [1:10:58] value that's what we do the bait the bait the offer all that stuff is so that we can raise the price that we can make more money number one i told [1:11:05] this one be quicker they're just more visuals but they're fast fast and easy that's what my wife called [1:11:10] me here we go so number one is if you have people in your company that are doing like basic administrative or even [1:11:16] semi-skilled work you can outsource it for four dollars an hour to 12 pages and they do a great job just fyi so you can [1:11:22] probably cut down your cost of fulfillment for a lot of the services that you sell or products that you sell and by doing that you still increase the [1:11:28] margin which increases your lifetime gross profit which allows you to make more and spend more aggressively all [1:11:34] right another one that we do uh is tools and software so like subtitle for example i've got this video guy that i [1:11:39] paid that i paid that i used to pay to do all this stuff but now we can do other stuff right which is like [1:11:44] automatically get the the things captioned get that nice like meme cover and like the progress bar it does it all [1:11:50] of that all of that with a click of a button and so it's like well great well then now you have all this other time to [1:11:56] do high value stuff rather than do this this kind of stuff design pickle things like that so there's software that can [1:12:01] they can take a lot of the high value labor and just automate it technology so if you have tech so like our our our [1:12:08] agency software for example makes chat responses you know it increases the chat efficiency of a person by about 100 x [1:12:14] all right and so by doing that we make the cost of fulfilling lead nurturing 100th of what it would normally be and [1:12:20] so i can sell it at a reasonable rate but it cost me pennies compared to what it cost my competitors and so when you [1:12:26] have this type of advantage then i can make ridiculous profits because i'm pricing at market but it costs me [1:12:32] nothing and so i have so much more room compared to everyone else and then forecasting if you're in a products business [1:12:39] buying wholesale obviously if you have the cash flow we do that a lot on our supplement side just to decrease our description our cost of goods all right [1:12:45] so this is what it looks like visually and then that's what it looks like so the top line didn't change but the bottom line did [1:12:51] that's the difference this still is an increase in lifetime gross profit check box number three increase number of [1:12:56] purchases here we go so number one is decreasing churn which is aka getting people to buy again all right so that is [1:13:04] providing a better service doing more activation more onboarding etc number two is increasing the quality of the [1:13:09] product next was increase follow-ups for repeat purchases all right so most people right now don't do any of this [1:13:15] like there's so many ways to reach people so i told you like there's little pockets of cash right now in your business this is probably a pocket of [1:13:21] cash for you just like literally just waiting for you just like okay increasing the follow-up and then finally uh increase client outcome to [1:13:28] increase volume uh for rev share that was for you right and so if i can if i can increase the number of purchases [1:13:34] effectively if i have a rev share thing then how can i increase the outcomes how can i teach them skills that will make them more money right so that they will [1:13:40] in turn pay me more money all right and this is what that looks like so if i'm increasing number of purchases [1:13:46] i'm not increasing my margin on a relative basis but on an absolute basis i now have twice as much as i did [1:13:53] before is everyone thinking like the purpose of this is so that you can think about your own services and products and think oh [1:13:59] that would be an easy thing that i could do right now just make more money right these are all the different ways you can increase the lifetime value of a [1:14:05] customer upsells all right so there's two types of upsells number one is you can sell more of [1:14:12] something one burger goes to two burgers number two is you can make a better burger you go from a small burger to a [1:14:18] big burger or a normal burger to an organic burger whatever two different types of upsells so right now if you have a core service if you're thinking [1:14:24] what kind of upsells can i do can i sell more of it can i sell a better version of it those are easy things a lot of [1:14:29] times you just survey the customers asking what they want all right so when i'm thinking about upsells number one is [1:14:35] units i can sell more web pages if i was selling a web page service now i can sell more types of pages right [1:14:40] number two would be like if i'm selling service i can sell it by units of time so i've [1:14:46] got units in terms of quantity and i also have time so if i'm trying to upsell for more i think about both of them right so right now if you have [1:14:52] different things inside of your business like if you're currently selling support why don't you sell 12 months of support [1:14:58] why don't you sell 24 months of support if you're selling one one site why don't we sell a 10 tab website it's units [1:15:05] right there's always more units you can sell if you think if you think you're a problem next one is survey says [1:15:12] morse this is what it looks like visually boom so now you'll notice again this is the same duration of time [1:15:19] they're not staying longer necessarily but we're getting them to buy more of the same thing that's why the margins are the same right i'm going to show you [1:15:25] a different example later where the margins are different all right so now this is the second type [1:15:30] of upsell which is better all right so you've got let's say normal service and that could give you expert service [1:15:36] that's quality right a different version of quality just because i like to give examples is the enhanced burger like i said [1:15:43] earlier before that you've got web page design and then you've got web page design that [1:15:48] loads really fast speed remember they said the value equation these are the values quality [1:15:56] time decrease after preference degrees effort and sacrifice decrease time right those [1:16:01] are the things that you're reversing when you're thinking about your upsells right another version of this [1:16:06] if you have a slow burger or a fast burger right you can wait 20 minutes for you to get in three it's more valuable [1:16:12] right so you can upsell that same with service do you have chat support where do you have phone call support that's an [1:16:18] upsell right so that's access and convenience and in the burger example are you are you eating at home or is it [1:16:24] getting delivered all right so if i'm thinking about upsells for enhancements that are better you've got quality [1:16:30] you've got speed and you've got access and convenience so right now does anyone can anyone think of something they should be [1:16:35] upselling that's one of these things in your own business great awesome [1:16:41] so pro tip is anyone here competing against somebody who gives their stuff away for free like what you sell [1:16:46] sometimes it happens in software so if you're ever competing against a free competitor [1:16:51] the only thing that beats free is speed fast beats free if once a year chipotle gives away a [1:16:59] free burrito to anyone who dresses like a burrito and if i want to get chipotle on halloween i gotta wait two hours if [1:17:06] there was a line next to the free line for ten dollars to buy chipotle i would pay the ten dollars to not get the free [1:17:13] burrito and wait people pay for speed so fast speed's free a lot of people think about the components of time for their offers [1:17:20] okay with better it's the same concept all right but you'll notice with this upsell [1:17:26] i can make much more profit right and so interestingly your upsell can have a lot [1:17:33] more profit than your core offer cam right which is pretty nifty i have the numbers [1:17:38] over here if you're seeing them in the hypotheticals and so this is a quick pro tip for you as well if you are doing upsells many [1:17:46] times you want the upsell price to be five times the core offer price here's why [1:17:51] customers are fractal they're 80 20. so it's the pareto principle right and so 20 of my customers one out of five if i [1:17:58] want to double my revenue i 5x the price so that one out of five buys my five times higher price and so i double the [1:18:04] revenue my business by adding a single upsell but i might have way higher margins on [1:18:10] my outsole that i have on my original so i might 2 or 3x or 4x my profit by having that upsell [1:18:16] down cells so this is an easy one that [ __ ] no one does um there's two types of down cells the people that we're [1:18:22] going to say no that then say yes and the second is people who are going to leave but then stay all right and so [1:18:27] think about all these as little golden bb's in the business pro tip for this is if you're if your sales guys for example [1:18:32] never sell the the low cost things they get on the phone and the kids like just you have this thing they never sell it [1:18:38] we do a we do a we buy you lunch it's the simplest thing in the world we say who's buying lunch today and so if [1:18:43] anyone sells our low-cost product because everyone every once in a while you get an unqualified lead you can't buy the real thing right and so [1:18:50] whoever sells the the lowest ticket thing that day the lower ticket thing the down sell lunch is bought in that [1:18:56] sales guy's honor it worked better than commissions they were just happy to get stick you know steak or grub hub every [1:19:02] day and so they just motivate them every morning to try and get to get lunch covered for them so a downsell [1:19:08] you have a worse version right you have one on one you can't really see it here and then group right version of whatever [1:19:13] the thing you have is the level of support you might have a full suite solution and then you can have a done with you or a [1:19:20] do-it-yourself solution so you have different levels of service that you're gonna you're gonna put with it okay and [1:19:25] so let's say in this first example someone says no and then says yes so they say no to the core offer so we make [1:19:31] no money and now we make an extra and here's what's really cool the down cells oftentimes for us are [1:19:38] actually higher margin so we sell stuff that has almost 100 margins for our down cells so even though we make less [1:19:43] absolute money we still usually do a pretty decent profit on it right and so and that's natural because they're going [1:19:48] to be buying something that is lesser naturally right so you don't want to give something that's like equal or still costs you time and money on a down [1:19:55] cell all right so the second one is uh instead of getting them to leave we get them to stay and so we say hey i know [1:20:01] you were at this level support we'll let you stay for this now we're going to remove one thing that you don't care about and so you probably [1:20:08] have more than one service or feature that you offer remove one and then give it to them at the lesser price that way you can ethically say [1:20:14] that you're not charging different rates for different people so make sense which of these things catherine do you hate that you never use this one great knock [1:20:21] it off now you can get it at this price because especially like software you'll get a lot better you'll you'll extend [1:20:26] the ltv to the customer last one cross-sells everyone talks about these i'll show you [1:20:31] a couple cool things with these that we do okay what are all aspects of the customer journey immediately before and [1:20:36] after purchasing permit what is their next national need so this is the question so if you're looking at your customer journey [1:20:42] what is the thing that they normally do immediately before they start doing business with you and what is the thing [1:20:47] that they do immediately after they start doing business with you after they purchase there's usually a next natural [1:20:52] thing there's lots of pairings that happen with with sales right there's like you you made them make the decision [1:20:58] to do or invest in something right usually there's other stuff that comes as a result of that decision we did the [1:21:04] hard work of spending money to acquire the customer getting on the phone doing 16 follow-up calls to get them to close [1:21:10] then get the rest the [ __ ] money around them right and so there's two ways to do this [1:21:15] number one is you can refer the business out and receive commissions we do this all the time we've made millions in [1:21:21] commissions just for sending business that we say hey this is our preferred partner this is who we recommend and [1:21:26] just like i told you earlier if i'm sending these guys business they'll send business back right and i'll get paid on it so i'm [1:21:33] sending business getting paid and getting customers as of goodwill does that make sense yes okay [1:21:39] um number two is that if if it's like a lot of money that you're referring away so for example with the gyms we taught [1:21:45] them how to sell supplements i saw i did the math in my head and i was like there's a lot of supplements [1:21:50] so let's build that so we decided to build that right the entire business ended that's what um alberto is doing [1:21:56] with the mortgages he's doing the bank now because he's referring that business out and at a certain point you look at the math and you're like [ __ ] we should be owning that right we're sitting these [1:22:03] guys these guys are making more money on our customers than we are if that's ever the answer these guys are making more money than my customers than i am then [1:22:09] that makes sense to do business most times they're not so i might as well just take 30 20 40 commission and not [1:22:15] have to deal with a headache but still get all these little revenue streams right i'm an affiliate for like 20 different things that we just get paid [1:22:21] for every single month because we would tell them to do it anyways so like susie signs up for the gym well [1:22:27] i'm going to tell her well hey they become affiliates of ours for the supplements because they refer the business right but it's like what [1:22:34] apparel grants because they're going to be like what things my hands are hard what gloves should i use here's here's [1:22:39] my book of all of my affiliate links i'll buy them with you together and just like that we made another 200 on the customer that took no effort [1:22:46] right so there are these next natural things that your customers are buying [1:22:51] know what they are and then just provide them for them ahead of time and get paid for it so cross sells the simple answer simple simple example burger [1:22:59] do you want coke with that right it's different it's not another burger or a better burger or a faster burger it's a [1:23:04] coke right if i'm selling fitness it's all fitness would do you want supplements with that yes right [1:23:10] next version if i'm selling website design i say hey now that we have your website do you want to get advertising with that hey do [1:23:16] you want premium support with that right these are all next natural needs they're going to have do you want ads and [1:23:22] premium support and fast cloud service hosting whatever the you know tech stuff whatever more of that stuff right all of [1:23:28] these are cross sales that we'll use and so if you can list out the customer needs and think about before and after that's [1:23:33] the easiest way to think about it then you'll be able to capture all of this gold in front of you all right and so [1:23:39] this is where a lot of the juice is squeezed you go from you know you had 500 revenue 250 in gross profit to you [1:23:45] know 520 just by this example right because you have a ton of extra margin of these i think i have an example right [1:23:51] here so i don't know if you guys know this i stole this from digital marketer you can actually build an entire business off cross-cells so if your core [1:23:58] product doesn't have enough juice in it you can actually mark it down [1:24:03] below the competitors give it away for free or at a loss call a loss leader and then [1:24:09] upsell the coke and the fries because you know that's where all the profit is right you make the better burger you sell it at cost or below cost and then [1:24:16] so you said this is the example you spend a dollar ninety one to get a person to drive through earn 18 cents in gross profit [1:24:21] right on the burger but then you make on the two dollar burger sale but you make a dollar fourteen on fries and coke [1:24:28] right you're making six times the profit on the upsell so if you know these things about your [1:24:33] business and you know that there's an adjacent thing that's way higher margin and easier for you that you're usually just referring it away [1:24:39] well hey make sure you're capturing it and b if you're not then bring it in-house so that was the six i'll do i'll do this [1:24:45] real quick for you so you can see it and how you make your customers more valuable and be able to use any acquisition channel you download please [1:24:51] so that is that is the six of the arms race of lifetime value there we go check [1:24:56] box worm guy math traffic offer money those are the four frameworks that we use to go from a thousand dollars to 112 [1:25:02] million in sales in 44 months you guys good with a quick wrap-up yeah okay fantastic so i know we covered a lot we [1:25:08] talked about the only way to grow a business there's only two get more customers make them worth more right we talk to the four frameworks we got the [1:25:14] math how to require customers in a profit the offer how to get complete strangers to raise their hands and give [1:25:20] you money uh number three how to never run out of customers because there's unlimited different pools that you can go through and then the money how to [1:25:26] become unbeatable on the back end this is the mass framework that i showed you guys earlier hopefully this should now make sense to you in terms of how [1:25:31] you can actually make a profit with zero dollars up front on acquiring customers the number one formula that is literally [1:25:37] been the base system which i built my acquisition life how it works in a day-to-day basis from day to day today as you're doing this [1:25:43] process uh the offer itself right the seven components that i look at uh that [1:25:48] i can kind of boost any of the offers i have adding guarantees recycling the you know recycling the naming formula adding [1:25:55] urgency adding scarcity uh making the core offer smaller adding the bonuses making sure that the core offers solving the four main value drivers um seeing if [1:26:02] i can offer free front end or discount front end so they can attract more customers um the value equation itself we can [1:26:08] always use and think back to to make your core thing more valuable there's the visuals for those scarcity [1:26:14] urgency guarantees magic naming formula the traffic we talked about this the six [1:26:21] different new client sources the boom if you didn't get that picture earlier and then the make them worth more that's [1:26:27] the equation that we use for if you have a simple business or a recurring business there's the equations to calculate it and then you can always [1:26:33] measure against that we now know how much more powerful pricing is compared to adding more customers we're [1:26:39] getting them to buy more both those things are good this is the biggest lever in your business so i showed you six ways to make more [1:26:45] money the customer that's the top one six ways to increase ltgp [1:26:50] increase price reduce cost increase number of purchases upsells downsides cross sales getting down cells you can either get [1:26:57] them to stay longer or just turn to no into a yes from that all the different versions of the cross cells that exist [1:27:02] not that you can think of which is always the next adjacent need so let me ask you a quick question [1:27:08] let me ask you a slow question do you feel like you could use any of these frameworks yes [1:27:14] do you feel like you understand how to acquire customers profitably and grow without capital for those of you who don't have the capital spent [1:27:21] do you feel like you could create a more valuable offer that would get more conversions at higher prices now [1:27:26] do you feel like you have new client sources that you have neglected and can easily use right now [1:27:32] even if you use just a single piece of a single framework to get you more customers or make them worth more would [1:27:37] you say our time was well spent yes awesome thank you for having [Applause]

===FILE=== YGWu-R9tMLk - Alex, how do I find my niche It looks like I’m not good at a.txt
https://youtu.be/YGWu-R9tMLk
Alex, how do I find my niche? It looks like I’m not good at anything.

[0:00] Alex, how do I find my niche? It looks [0:02] like I'm not good at anything. [0:03] [laughter] [0:06] Thank you. Thank you for saying that, [0:08] man. Uh I listen um you might be right, [0:12] you might not be. So I I'll give you [0:15] I'll give you an answer for both sides. [0:17] Here's why I think you are good at [0:18] something. [0:21] You probably just aren't good at [0:22] something that is immediately as [0:24] monetizable as you would like. But if [0:27] you chunk up a level to generalize [0:29] skills, so can you read? Can you write? [0:31] Can you speak? Can you type? Okay, [0:33] great. So we have these skills. What's a [0:36] what's a degree closer to that? Well, I [0:38] can learn relatively quick. Okay, great. [0:40] So it's like we're we we can take these [0:41] skills approximate. It's like, all [0:42] right, well, what things do other people [0:45] want? And can I learn how to do them [0:47] faster than they can so then I can sell [0:49] them the thing that they want? Right? [0:53] Hopefully. [0:55] And the reason that you might not be [0:57] good at uh anything is that you're just [0:58] not good at anything that people want to [0:59] buy from you yet. Nothing wrong, but [1:01] just nothing that people want to buy [1:03] yet. So, we just go learn that stuff. [1:05] Real quick, I'm going to show you the [1:06] exact 10stage road map from zero to 100 [1:09] million plus that less than 1% of [1:11] companies finish. I've now done multiple [1:13] times. And so, I can say with a lot of [1:14] confidence that these are the stages as [1:16] headcount increases that you need to get [1:18] through. And I broke each of these down [1:21] by eight different functions of the [1:22] business. what the constraint feels [1:24] like, like what are the symptoms of it [1:25] when you're going through it, and then [1:26] what steps we actually took to graduate. [1:28] And we've done this across software, [1:30] physical products, uh, service [1:32] businesses, brick-andmortar, all of [1:34] this, and it works. And it's my gift to [1:36] you. It's absolutely free. And so the [1:37] link's in the description, but you just [1:39] go acquisition.comroadmap. [1:41] Just enter your info and it'll spit it [1:42] right back to you. offering.

===FILE=== YHA8KJFytIQ - Don’t Open a Paid Community. Do This Instead.txt
https://youtu.be/YHA8KJFytIQ
Don’t Open a Paid Community. Do This Instead

[0:00] done a bit over one million in revenue [0:01] on Etsy. Cool. Uh started at 16 years [0:04] old. Great. Um I have a free community, [0:07] two 320 members. What should I offer in [0:09] paid community? Um I'm doing my best to [0:12] give tons of value for free, but wanting [0:13] to uh make a paid one worth it. Um [0:19] so I think, you know, like this is me [0:21] taking money out of my own pocket right [0:22] now, but I think it would still benefit [0:24] you long term. I think that it might be [0:25] beneficial for you if you have a [0:27] demonstrated way of providing value to [0:28] just make that community a free trial. [0:33] So like obvious like you know I think [0:36] that that might be the best the best [0:37] next step for you. Like if you have 320 [0:39] members then it's probably engaged just [0:41] flip it to a free trial and then that [0:42] way your delivery and your marketing can [0:44] be basically one and the same uh kind of [0:46] on a go forward basis. You could [0:48] obviously start a second community. It [0:49] just takes more work to manage two [0:52] communities. And I would say the big [0:53] risk is that the free community like [0:55] kind of dies when you take out all the [0:57] best people and put them in the paid [0:58] community is something that we've seen. [0:59] Again, this is me not serving myself [1:01] here because obviously I'm incentivized [1:02] to tell you to open more communities, [1:04] but my reputation matters more to me. [1:06] So, um, that's probably what that's [1:08] probably what I would end up doing.

===FILE=== ZyVeRn2cLHI - He’s Doing $3.4M But Wants Out of the Stress.txt
https://youtu.be/ZyVeRn2cLHI
He’s Doing $3.4M But Wants Out of the Stress

[0:00] Adam Jacobs, you've been on you've been [0:03] uh always a bridesmaid, never a bride, [0:05] right? You've always been on the on the [0:06] on the list, but never made it. Am I [0:08] correct? That's [0:09] that's correct. [0:10] I saw your com your comment in the [0:12] group. I made sure that you uh that you [0:14] got in. Okay. Revenue, business, and [0:16] problem. [0:17] Also, it sounds like you've got like [0:19] something in the background. [0:21] Oh, dude, just mute mute us in the [0:23] background. [0:25] Okay, [0:26] just mute me. [0:26] So, um I own Talent Agency Group. So we [0:30] own um we accounting for actors and [0:31] models [0:33] photo studio doing 3.4 million in [0:37] revenue. [0:37] Oh photo studio. [0:40] So [0:41] turn me down in the background. Mute me [0:42] in the background. I can hear myself. [0:45] Okay. So uh we're talent. Yep. Switch [0:48] I've switched you up. Now we've got like [0:50] acting modeling agencies and now we have [0:53] a photography a chain of photography [0:55] studios as well. So okay as well. [0:58] Okay. modeling agency and photographer [1:00] studios. Okay, got it. [1:03] We're doing 3.4 4 million in revenue and [1:06] would like to get to six at a much [1:09] higher margin and less and significantly [1:12] less uh stress or less challenge I guess [1:15] the best way to describe it [1:17] and that's the problem is that you want [1:18] less stress [1:21] uh just in the sense of so the talent [1:23] agencies are very very difficult in the [1:25] sense of we it's hard to commoditize [1:28] them so we basically we we started by [1:30] selling um preparation [1:34] because we get 5,000 applications to the [1:37] agencies a year. So you don't know, you [1:40] know, we basically started to try and [1:41] productize many of those leads um [1:44] because you can't guarantee the outcome. [1:46] So a [1:47] you're like if you're ugly, you're ugly. [1:49] There's nothing I can do, right? [1:51] Yeah. Exactly. So if they don't book [1:53] work, they get very, you know, they get [1:56] aggressive regularly. So we tried the [2:00] photo business was founded to [2:02] essentially try and sell all the leads [2:04] we don't want something else and also [2:06] try and monetize it on the front end. [2:07] Uhhuh. [2:10] Okay. And the problem is [2:14] so the problem is that uh as we've been [2:16] sort of setting that up um we sort of [2:19] set sort of stopped selling sort of [2:21] preparation so that preparation packages [2:24] via the agency um and it proven to be [2:27] quite quite you know difficult to sort [2:29] of make make the pivot over to just the [2:31] photos [2:33] and extensive to the agency. Um proving [2:37] to be very very challenging. [2:40] So the Okay, so you have a modeling [2:42] agency. Can you give me a split of the [2:44] revenue between the modeling agency and [2:46] the photo studio? [2:48] Uh [2:48] the photos business is about uh just a [2:50] little over $1 million. [2:52] Okay. [2:53] And the rest [2:54] and 2.4 is through the agency. Okay. Got [2:56] it. [2:58] Okay. So [3:00] with with a big chunk of that being like [3:03] actual workshops preparation as opposed [3:06] we only get a commission of 20% on [3:08] booked work. So we don't factor that [3:10] total the total volume of cash into [3:13] revenue. [3:14] And most of that 2.4 is prep work, not [3:16] percentage. [3:18] Correct. [3:19] Yeah. Okay. Got it. Um Okay. So then and [3:23] then you just randomly started a photo [3:25] studio, right? [3:28] Correct. [laughter] [3:29] Got it. [3:31] If the photo studio disappeared, would [3:32] your life be easier? [3:35] If the agency disappeared, my life would [3:37] be easier. All right. Interesting. What [3:39] are the margins between these two [3:41] businesses? [3:43] The photo studio has has much healthier [3:45] margins. [3:46] Well, tell me what what is it? [3:47] Uh [3:49] the gross gross profits about 60% on the [3:52] photo business. [3:54] Uh the agency pack. [3:55] No, but I don't care about growth. [3:56] What's net What's [4:01] net margin on photo? [4:04] Net net margin on photos at 25 to 30%. [4:07] Depending on [4:08] Okay. So you're making whatever 250 [4:10] grand here, right? [4:12] Yeah. [4:13] Okay. And what are you making on the [4:14] 2.4? [4:17] On 2.4 about another about the same [4:20] another 250. [4:22] Okay. Got it. So it's half the margin. [4:24] Okay. So I guess so the question I have [4:27] is like what what part of the modeling [4:30] agency business do you not like? [4:34] the uh the fact that you can't control [4:37] the outcomes for for the talent. Um and [4:40] then and also just the very difficult [4:42] nature of you know high high churn of [4:45] your talent if you're not if they're not [4:46] succeeding. [4:47] Well, dude, it's just because you're [4:48] you're ticking the bottom. [4:52] That's the issue. [4:53] Tick ticking the bottom. [4:55] No, you're taking the bottom. You're [4:57] you're bottom feeding right now. [5:00] So, you're making more money. Yeah. [5:01] Right. And so like there's nothing wrong [5:03] with agencies. There's gigantic [5:05] multi-billion dollar agencies. There's [5:07] nothing wrong with the model. The issue [5:09] is the avatar. [5:11] Yeah. [5:13] Right. So I'm guessing that you're [5:15] running ads to get these modeling [5:16] people. [5:18] No, mostly organic. [5:20] Uh so people just heard of you and then [5:21] they just Organic as in like they just [5:22] come through for like Instagram and [5:24] stuff. [5:25] Uh Instagram and uh Google like SEO, [5:28] something like that. [5:29] Okay. [5:31] Um, got it. And so you want to get to 6 [5:35] million. [5:37] Honestly, we got to pick one of these [5:39] businesses. Just we got to do one of [5:40] them. [5:42] Yeah. [5:44] Like you're CEO of both, right? [5:47] Yeah. Yeah. Well, um, yeah. Yeah. Yeah. [5:50] Okay. How would you get customers in [5:52] your photo studio if you did photo [5:53] studio [ __ ] [5:56] We do a lot of giveaway. Um, like we do [5:59] a lot of a lot of giveaways in the [6:00] mailing. [6:01] Yeah. Model call, giveaway, classic. [6:04] Yeah. Okay. [6:05] Yeah. [6:05] So, [6:07] yeah. I mean, that's that's one [6:08] business. The modeling agency scales a [6:10] little better because you don't have to [6:11] open up brick-and-mortar stores all the [6:13] time. [6:16] Yeah, that's true. That's true. [6:18] Yeah. [6:20] So, which one do you want to do? You [6:21] just got to pick one, man. Like, if I [6:23] said, so if your modeling agent [6:24] disappeared, would you be happier and [6:26] you'd be able to grow? Would you be able [6:27] to double the photography studio? [6:30] Yes. [6:30] How long have you had the photography [6:32] studio? [6:34] Uh 14 months. [6:36] Yeah, it is a little new. Uh you said [6:38] how many locations? [6:41] Uh two. [6:42] Okay. Um [6:46] honestly, you just have you just have to [6:47] make that call. Like I like if if I get [6:49] you to do one thing from today is that [6:51] you pick one. [6:55] Yeah. [6:57] Yeah, [6:58] like Zuckerberg didn't have an Airbnb. [7:00] You know what I mean? [7:03] Yeah, that's true. [7:06] The main the main advice being just pick [7:08] one and go go ham on that [7:10] because if you had half your time back, [7:13] would the problems that you're dealing [7:14] with either of these businesses be [7:15] solvable? [7:17] Yeah. [7:18] Right. You only have enough time to [7:20] maintain them, not grow them? [7:23] That's Yeah, that's very accurate. [7:25] Right. And when you talk when we talk [7:26] about switching costs, it's like there's [7:28] talk there's cost switching, like task [7:29] switching, and then there's like [7:30] business switching. So, you have to like [7:32] completely switch context. You're like, [7:33] "Right, I'm talking about people showing [7:35] up for photography shoots, upselling [7:36] into portraits and packages." And then [7:38] you're like, "Wait a second, models. [7:40] I've got to go outbound to get a brand [7:42] deal for soand so, right?" [7:44] Yes. [7:45] It's just two completely different [7:46] businesses. So, both of them make the [7:49] same profit. Um, I would say that [7:51] modeling agency scales easier, but you [7:53] sound like you hate that. Uh, and so [7:56] pick whichever one you want, get all the [7:58] time back and go all in on that [8:01] and then just push all the way to the [8:03] strike before. [8:05] Sure. [8:06] In the in the in the in between. [8:08] But like the I'm telling you what the [8:10] difficulty with the studio is going to [8:12] be as you know is finding talent at each [8:15] of the locations be tough. You're also [8:17] going to deal with ad fatigue because [8:19] it's a local market and if it's all ads [8:20] driven it's very little recurring [8:22] revenue you can get some seasonal if you [8:25] do families are you doing what kind of [8:26] shoots are you doing? [8:28] Uh we do model we do model [8:30] model shoes. What do you know? Right. [8:32] Right. So I guess you can get up you [8:35] know they'll probably get updates every [8:36] year or two. Maybe you would know that [8:37] better than me. So I think if you if you [8:39] just say if you position it as models [8:41] get updated pictures at once a year. [8:43] That might be a great way to get them [8:44] into an annual subscription. That's [8:47] probably the angle that I would go with [8:48] on the photo studio to make it a little [8:50] bit more recurring. [8:55] Okay. [8:56] But just pick one, man. I I there's [8:58] nothing I can tell you in this call [8:59] that's going to matter except for that. [9:02] Okay, [9:04] that's good. That's good advice. [9:05] All right, that's all you got to do is [9:06] just pick and then you got to commit, [9:08] man. [9:09] And not not have this happen again. That [9:11] means you stay the pack. You you pick [9:13] and then you commit. Stick with it. [9:16] Thank you. [9:17] Appreciate you, man. Congratul Hey, [9:19] listen, man. You're obviously good at [9:20] doing stuff. You're making millions of [9:21] dollars a year. We just got to focus it. [9:25] Thank you so much for that. It's good. [9:26] There's a good coin. Thank you. [9:27] You bet, brother. Talk to you. [9:31] Bye, [9:32] Toodles. Cheers. [9:35] Cheers. [9:38] All right. I'm 49. I'm trying to build a [9:39] real estate wholesaling business. [9:42] You should start. [9:46] All right. [9:48] I need a [9:49] Hey, Alex. My name is Angelo. I sell [9:52] personal training to people um aged 45 [9:55] plus. Okay, [9:56] right now I'm at 300k revenue and I [10:00] would like to be at 1 million. Um, the [10:02] thing that's stopping me is that right [10:04] now I have three locations. I grow way [10:07] too fast. So, one location is filled [10:10] with like 180 members [10:12] paying on average 80 per person. um one [10:15] location is at like 46 people uh also [10:19] paying the same and another location is [10:21] at 105 people also paying the same. [10:25] So that's the situation we're currently [10:27] in. Um [10:28] that's you're making 300,000 between [10:29] three locations. [10:32] Yeah. Combined. [10:33] Jeez. [10:36] Who's doing the PT? [10:37] Yeah, I know. So, uh one on two um [10:41] people come one time per week, 20 [10:43] minutes. normal clothes, they don't [10:45] sweat. Um, we're a personal trainer. [10:48] We train like six people per 1 hour. So, [10:51] um, every 20 minutes, two new people. [10:52] It's high intensity. 45 plus, 55 until [10:56] 65 is, um, 80% of my clientele. [10:59] And it's 80 bucks for the 20 minutes [11:02] like um excluded 9% VAT. So, uh, on [11:07] average 80. Yeah. [11:09] Okay. And that's per 20 minutes. [11:13] um per month [11:14] per month. So they get four 20-minute [11:16] sessions for 80 bucks. [11:18] Exactly. Yeah. Um margins could be 80% [11:22] if if um we are doing like uh if we're [11:26] utilizing 85% of the sessions, [11:29] which is the case uh in one of the three [11:31] locations. [11:32] But the reason why I grew so fast to [11:34] three locations, I acquired one last [11:36] year for 15K, so basically nothing [11:39] and I set up another one. It's brand [11:41] new. Okay. [11:45] [sighs] So, if you get these ones to [11:46] full capacity, do you get to a million? [11:51] Um, [11:53] not sure. Um, [11:55] well, what does a fully What's a filled [11:57] facility make? [12:01] No. Um, I I I was I was thinking to grow [12:04] each facility to 300 people. [12:07] Okay. [12:07] Um, so 900 in total. Uh, yeah. [12:11] Okay. Got it. So, what's the issue [12:16] right now? I'm not getting enough leads. [12:17] I'm a little bit cash constraint as [12:19] well. So, I was doing like uh a lot of [12:22] outreaches on WhatsApp, old members, old [12:24] leads. [12:24] Yeah. [12:25] Got me some new clients, old clients [12:27] back. But, um [12:28] how do you get customers now? [12:30] I'm sorry. [12:31] How do you get customers now? [12:34] Um [12:36] yeah, right now. right now at the [12:38] moment. Yeah, just with one reach out [12:42] using the AI. [12:45] Well, good on good on good on my AI, but [12:47] um you need a more scalable way of [12:49] getting customers right now. Uh not that [12:51] that's not scalable. I mean, how many [12:52] how many new customers can you get per [12:54] day? [12:58] Yeah, if I'm doing the sales, I could do [13:00] maybe Yeah, 10. But I also have a team. [13:05] You can get 10 customers a day via [13:07] outreach. [13:08] Yeah. [13:09] Okay. Um [13:10] Well, then shoot. That's 300. 10 a day, [13:13] 30 days, 300. [13:15] You need to get 300 each. [13:17] That's That's a lot. That's too much. [13:19] But I also got a lot of clients using [13:21] Facebook ads. But right now, um yeah, [13:24] because cash constraint, um I didn't had [13:28] uh [13:28] Well, are you actually cash constraint [13:30] or is the offer that you're What's the [13:31] offer that you're advertising? [13:34] So, um, right now, yeah, the offer we [13:38] are advertising, um, yeah, I I I just [13:41] set up some new ads today. Uh, what I'm [13:43] now advertising is like, uh, when people [13:46] don't get like results in like four [13:47] weeks, [13:48] they, um, they get the next four weeks [13:51] uh, from me. [13:52] Sure. [13:53] Okay. What's the price though? [13:56] like um [13:58] 90 €97 and setup fee of €59. [14:03] Okay. What's it what's it cost to get a [14:05] customer for you right now? [14:08] Um [14:10] with the old Facebook ads it was like [14:12] €200€250 [14:17] per customer. Okay, that I mean that [14:19] sounds right. [14:19] Yeah. [14:20] So it's not that you're cash [14:21] constrained, it's that uh you're not [14:23] charging enough on the front end. So, [14:24] you need to sell a defined end thing. [14:26] So, um I think that you should have [14:29] something that's called like on-ramp or [14:31] onboard. So, it's like listen, we're [14:32] we're able to sell PT at $80 in small [14:35] groups because people get onboarded [14:38] um for six weeks. That onboarding cost [14:40] $600 and then at the end like then you [14:44] go into the normal thing. [14:47] So, for the first six weeks I charge [14:50] 600. [14:52] 600. Mhm. [14:55] Give them a meal plan. Weigh them in [14:56] every time. [15:00] Meal plan and [15:01] and weigh them in. [15:03] Weigh them in. [15:04] Mhm. Have you read my Gym Launch Secrets [15:06] book? [15:08] No. No. No. [15:09] I wrote an entire book on how to run a [15:11] gym. You should read that. [15:14] Yeah, I'm going to do that. [15:16] That is my first and only real [15:18] recommendation for right now. That being [15:20] said, I think you were at a six week [15:22] challenge. [15:23] $600, you lose 20 pounds in six weeks, [15:26] and if you do, you get the money back. [15:30] But but um yeah, the thing is that the [15:33] people who come to uh to our location [15:36] is that um [15:38] they don't want to lose 20 pounds. Cool. [15:40] So all we do is we make a different [15:41] goal. [15:43] Yeah. [15:44] You want They all want to tone up and [15:45] feel good, right? [15:48] Yeah. like um they want more. [15:49] Listen, I already know the problem. I [15:51] was literally in the gym industry for a [15:52] while. I I know what you're we're [15:54] dealing with here. So [15:55] yeah, [15:56] they want to get in shape. The biggest [15:58] problem they have is accountability and [16:00] the thing they're afraid of is getting [16:01] hurt, right? [16:04] Yeah. [16:04] Right. So you sell that as the program. [16:07] The reason that we do it this way is [16:08] because people struggle with worried [16:10] about getting hurt, which is why we do [16:12] more onboarding to make sure you don't [16:14] get hurt. You're worried about [16:15] accountability, which is why we put the [16:16] dollars on the line to make sure that [16:18] you show up. And we want to make sure [16:19] that you feel you get kickstarted in [16:21] your fitness, which is why we're going [16:22] to put some goal because if we don't [16:23] measure progress, how are we going to [16:24] know what's working? All right, so I'm [16:26] going to take your body fat at the [16:27] beginning, body fat at the end. You [16:28] might stay the same weight, but we're [16:30] going to change the numbers around. It [16:31] gives you something to target towards. [16:32] Now, 3 weeks in, we're going to say, [16:34] "Hey, Sandra. Hey, Dan. You guys have [16:36] been doing great. You're down four [16:38] pounds. How you feeling?" Amazing. So, [16:40] you realize this is a lifelong journey, [16:41] right? Not something you're going to do [16:42] in 6 weeks. Yep. Okay, amazing. So, this [16:45] is what I want to do. I want to match [16:46] your commitment because you've already [16:47] showed up every time you said you were [16:48] going to and hopefully you feel like I [16:50] did, too. I'm going to take that money [16:51] that you put towards this and we're [16:53] going to roll it towards the year. That [16:54] way, we can make this a lifestyle rather [16:56] than a quick diet. How's that sound? [16:58] Fantastic. You want to just prepay for [17:00] the year right now? [17:02] That's what most people do. [laughter] [17:04] It It sounds like you said that a lot of [17:06] times. [17:07] Yes. I've also taught 6,000 gym owners [17:10] how to sell this. So, yes. [17:12] But um okay, [17:14] tell me why you don't think that's going [17:16] to work. Go for it. Tell me. [17:19] Like um Okay, I'm going to try this new [17:22] offer. Um and then I'm going to give [17:25] that back to them like the €600 they [17:27] invested. [17:28] Yes. But how are we going to give it [17:29] back to them? [17:32] I don't I don't know. [17:34] We're going to credit it. We're going to [17:35] credit it towards them staying for the [17:37] year. You want to do that right now? [17:42] Okay. [17:43] So, functionally what you're going to do [17:45] is you're currently at 80 bucks, right? [17:48] Yeah. [17:48] You're going to pop the price up to 130. [17:51] People are going to come in on this [17:52] offer and then you're going to knock $50 [17:54] a month off for the next 12 months. [17:56] That's $600. So, you're going to take [17:57] $130, subtract $600 per month. That [18:00] means you're going to be at 80 bucks a [18:01] month, which is your current price, [18:03] which means they can prepay for a,000 [18:04] bucks they get the rest of the year. [18:08] Okay. [18:10] sons. Uh, [18:11] it also comes with a t-shirt. [18:14] And to to be honest, um, yeah, I have to [18:17] look up on the internet how to um do the [18:19] meal plans and everything. I've never [18:21] done that to be honest. [18:22] It's not hard, man. I promise you. Uh, [18:24] the other thing you should do is after [18:26] you meet them with them, like you're [18:27] you're you you sell them right now, you [18:30] should have a nutrition consultation. [18:31] It's your first consultation. Sell 200 [18:33] 300 bucks in supplements for the whole [18:36] six weeks, which means they're going to [18:37] need two months worth cuz it's six [18:38] weeks. So you'll sell three or four [18:40] products times two upfront and that'll [18:43] liquidate your cost of acquisition just [18:44] on products. You don't have to do any [18:45] more sessions. Cool. [18:48] Okay. Okay. I um this is this is really [18:52] important. So I I just want to um like [18:55] reframe what you said to me. So I yeah I [18:57] need to make sure that I understand um [18:59] yeah what you're teaching me. [19:01] So, um, new offer 600 6 weeks. Uh, and I [19:06] have to sell like supplements for the 6 [19:08] weeks. [19:09] Mhm. [19:10] Supplements over like two or 300 bucks. [19:13] Mhm. [19:15] Uh, and besides that, uh, a meal plan. [19:19] Mhm. And you weigh them in every week [19:20] for the six weeks. [19:22] And then, [19:23] okay. [19:23] Give them a goal. If they hit the goal, [19:25] they get it back. The point is not that [19:26] they hit the goal. The point is that [19:27] they start the process. You pitch [19:28] halfway through. Do not wait till the [19:30] end. [19:32] Okay, great. Uh, and then one more [19:34] thing. Um, I have to get get them in, of [19:37] course. And, um, [19:40] do you have any any advice on the, uh, [19:42] Facebook ads part? [19:44] Uh, like, uh, not do you have any advice [19:47] like uh, what what I am what I'm [19:49] currently stuck at is creating ads. [19:52] Right now, static ads are doing the [19:54] best. I know cuz I talked to the gym [19:55] launch team like last week. Static ads [19:57] are are outperforming video for most [19:59] people. I still think that better video [20:01] outperforms statics, but most people [20:02] suck on camera. And so statics [20:04] outperform video for most people. So if [20:07] you're not good on camera, try statics [20:08] first. My preference is to have [20:11] my my personal preference is to have [20:13] videos of many customers working out in [20:15] unison. So if you can get people to do [20:17] sit-ups or push-ups in unison or jumping [20:19] jacks in unison or or, you know, ab [20:21] cycles where they have their feet on the [20:22] ground and they're doing the little [20:23] thing, if you get everyone to do [20:24] everything at the same time, it's very [20:25] attention grabbing. And then you have [20:26] the offer in the copy. Cool. [20:30] Yeah. [20:31] All right. Got it. [20:32] That's it, man. Easy peasy. Million [20:34] bucks. [20:34] Yeah. [20:36] [laughter] [20:37] Thank you very much. Are you ready for [20:39] this? [20:42] Buy my book [20:44] and then read it. [20:46] If you're a business owner and you are [20:48] not growing as fast as you'd like, I'd [20:50] like to give you a free gift. So my team [20:52] and I put together the $100 million [20:54] scaling roadmap, which is basically 200 [20:56] hours of us looking over all the [20:57] portfolio companies we've had and what [20:59] stages of growth they went through and [21:01] more importantly where they got stuck [21:03] and how they got past it. And so we [21:05] broke it into these 10 stages and we [21:06] made this little kind of quiz thing [21:08] where if you put in your business [21:09] information, it'll tell you where you're [21:10] at and the most important part for you, [21:12] what to do for each of the business [21:14] across product, marketing, sales, [21:15] customer success, recruiting, IT, human [21:17] resources, and finance. And so no matter [21:20] what you're struggling with, someone [21:21] else has already struggled with it and [21:23] solved it. And so I'd like to give you [21:24] this thing absolutely free. You can go [21:26] to acquisition.com/roadmap, [21:27] plug in your business information, and [21:29] if you want us to actually help you [21:31] deconrain the business and you're trying [21:33] to scale, we'd love to help you out on [21:34] the thank you page. You can just book a [21:36] call with my team and we will look at [21:38] the business, see if we can help, and if [21:40] we can, we'll invite you out to Vegas [21:41] and we'll do this in person live.

===FILE=== ZzeTkbkpFvs - The Problem With the Agency Model.txt
https://youtu.be/ZzeTkbkpFvs
The Problem With the Agency Model

[0:00] Yes. [0:01] Okay. Yes. [0:01] So I will I will speak pretty [0:03] definitively which I I rarely do um [0:06] about like this model is better than [0:08] that model. [0:10] Agencies are exceptionally easy to get [0:13] to and you know caveat caveat for the [0:16] internet trolls of the world right like [0:17] exceptionally easy to get to a million [0:19] three million even$10 million a year in [0:22] almost any version of the model. [0:25] Beyond that it becomes exceptionally [0:27] difficult um because you have human [0:29] capital so it becomes really it's more [0:30] and more difficult to attract you know [0:32] talent to do higher level work um and [0:34] typically the businesses that go from [0:36] you know 0 to 10 million they're [0:37] servicing SMBs and VSMBBS so very small [0:40] business owners and small business [0:41] owners if you take one of the the way [0:44] that I like to think about any industry [0:46] if I want to get into is I look at what [0:47] the people who are the biggest in that [0:48] industry are doing and think okay what's [0:49] different about what they're doing [0:50] versus what everyone else is doing and [0:52] the biggest agencies in the world [0:54] service the Fortune 00. And so I take [0:56] that as the natural extreme of like what [0:57] is the best version of this business is [0:59] that you deal with businesses that [1:01] always pay their bills. They never turn. [1:02] They sign five-year contracts at 5 [1:04] million a year and they're good for it. [1:08] And so the process of agency scaling is [1:11] very much scaling the avatar. And you [1:13] basically have to just keep earning your [1:15] way up, which you you're already on the [1:16] right track. Um of how can I get an [1:18] avatar that actually can keep their [1:20] word? And once you get to there, number [1:22] one, and number two, you'll have a [1:24] telltale sign of like, am I dealing with [1:25] an avatar that's too low? If you want to [1:27] start doing more of their business for [1:28] them, and so if they're like, I can't [1:31] close a door, right? Or like you're [1:33] like, maybe I'll do my sales for them. [1:35] No, you have to deal with a business who [1:37] knows how to sell because your services [1:39] are not I will do acquisition for you. [1:40] It is I will do this. I will do this [1:42] more. I'll do lead. Exactly. And so it [1:45] really comes down to who is the perfect [1:47] avatar for only this very narrow service [1:49] that I have I have tremendous margins [1:51] on. And so that's where we get really [1:53] clear on like well if they actually like [1:55] I've been selling people who have over [1:57] 10 people headcount but if I have over [1:59] 50 my turn is like 1%. [2:01] Yeah. [2:01] And so it's like I really should just [2:03] build that and not have all of this. Now [2:05] what happens is we we always incur debt. [2:08] So it's not like there's something [2:09] wrong. Every business incurs debt when [2:11] you start 100%. You either incur talent [2:14] debt, tech debt, financial debt. You [2:16] incur debt. You want to incur the debt [2:18] that's the easiest to pay back, right? [2:20] And so right now, and you can also incur [2:22] reputational debt, like there's debt. [2:23] Um, you're you're selling some people [2:26] that you know you shouldn't sell so you [2:28] can pay the bills. Fine. I'm not going [2:30] to get on an ethical, you know, whatever [2:31] with you. Um, but the sooner you can [2:34] draw the line of saying, I want to like [2:37] if you told your team, we're how many [2:39] sales a month do you do sales velocity? [2:41] Three, four. Okay, I'm okay with us [2:43] going to one deal a month. And where [2:46] this gets more interesting is that when [2:48] you get that correct truly correct [2:49] avatar, the price elasticity uh changes. [2:53] And so all of a sudden, it's like if I [2:54] actually were to price to my correct [2:56] avatar, I might be able to charge two [2:58] times as much. And by charging two times [2:59] as much, I might 5x my profit. And by [3:02] doing that, I'm actually more than happy [3:03] to have my quote revenue growth rate be [3:06] slower than what it was before when I [3:09] had these people. the amount of [3:10] operational drag that you incur also [3:12] like team morale of like I just onboard [3:14] this guy and he's already turned out [3:15] like it just feels like such a pain [3:17] whereas if they know that they're going [3:18] to be creating long-term relationships [3:19] with the customers you will get a [3:20] sticker business that's more fun to run [3:22] and way more profitable. So part of this [3:24] is like a lot of entrepreneur a lot of [3:27] the correct moves in entrepreneurship [3:29] are counterintuitive because all the [3:32] intuitive ones you've already done. You [3:35] do those naturally. you wouldn't you [3:36] don't think about it because all the [3:37] things that are intuitive you already [3:38] did it and they already worked. Where [3:39] you get stuck is the counterintuitive [3:40] solutions or the ones where you're like [3:42] wait so for me to grow I need to sell [3:44] fewer people and have higher [3:45] qualifications. It's hard to do. That's [3:47] why most people don't do it. It's also [3:48] why most people don't make money.

===FILE=== _3GeKBeUFx0 - The Better Way to Make Big Decisions.txt
https://youtu.be/_3GeKBeUFx0
The Better Way to Make Big Decisions

[0:00] we have a frame that we actually use a [0:01] lot. Um I I've I always think about [0:03] these things from a business context, [0:04] but they end up retroactively, you know, [0:06] applying to life. Um but when we're [0:08] making big strategic decisions, we say [0:10] like which problems would we prefer? [0:13] And so rather than talking about like [0:14] the gains and what's the upside, if we [0:16] have like, you know, let's say we're [0:17] going to make a big investment in [0:18] software for this company or we're going [0:20] to make a big, you know, a huge a new [0:21] service line or we're going to decide to [0:23] develop a physical product, right? I [0:25] mean, I know you you're lit like you're [0:26] literally on the just back half of of a [0:28] big decision like this yourself. It's [0:31] like, okay, let's imagine what the [0:33] problems are going to be if we if we [0:35] decide to do this new service category. [0:37] Well, some people are going to complain [0:38] that they're not getting results from [0:39] this thing. Uh we're going to have a ton [0:41] of like we might have some negative [0:42] reviews in the short term that we're [0:44] going to have to deal with. Like let's [0:44] look at what happens when one of our [0:46] favorite customers tell us to [ __ ] off. [0:48] Like what like like let's really sit in [0:50] what each of these problems is. And then [0:52] when we when we spell out all of the [0:54] problems and we don't even think about [0:56] the upside and say which of these [0:57] problems do we prefer and which are we [0:59] more equipped to deal with. Sometimes we [1:01] have really amazing innovation and in my [1:04] opinion like really solid decision-m [1:06] that comes afterwards that minimizes [1:07] kind of the the post-decision regret [1:09] because we also know what negatives [1:13] would have come with the path unchosen [1:15] because most most times like our regrets [1:17] come come from the path and chosen [1:18] because we imagine it only with the [1:20] upside. We only think about I think [1:22] there's a um there's a [ __ ] there's a [1:25] book that where a girl lives many [1:26] different versions of her life and [1:29] Midnight Library. [1:30] Yes. And the thing is is that there's [1:32] these pieces of her life that she [1:34] imagines are going to be amazing but [1:36] then she realizes her best friend's dead [1:38] or all of a sudden she's pregnant and [1:40] you're like whoa what happened and so we [1:42] don't take into account on the paths not [1:44] taken the things that we would have lost [1:46] along the way. And so I think really [1:48] good decision-making and also regret [1:49] minimization is that when you make the [1:51] decision, you think about the downsides [1:52] too and you remember what those [1:54] downsides are. And for me, that has been [1:55] one of my strongest frames for like I [1:58] didn't decide to do that. Were all the [2:00] Oh yeah, those were a lot. I'm glad I [2:01] those are problems I'm very happy I [2:03] don't have to deal with now. Real quick, [2:04] if you were a business owner and you are [2:06] not growing as fast as you'd like, I'd [2:08] like to give you a free gift. So my team [2:10] and I put together the $100 million [2:12] scaling roadmap, which is basically 200 [2:13] hours of us looking over all the [2:15] portfolio companies we've had and what [2:17] stages of growth they went through and [2:19] more importantly where they got stuck [2:20] and how they got past it. And so we [2:22] broke it in these 10 stages and we made [2:24] this little kind of quiz thing where if [2:26] you put in your business information, [2:27] it'll tell you where you're at and the [2:28] most important part for you, what to do [2:30] for each of the functions of the [2:31] business across product, marketing, [2:32] sales, customer success, recruiting, IT, [2:34] human resources, and finance. And so no [2:37] matter what you're struggling with, [2:38] someone else has already struggled with [2:40] it and solved it. And so I'd like to [2:42] give you this thing absolutely free. You [2:43] can go to acquisition.com/roadmap, [2:45] plug in your business information, and [2:46] if you want us to actually help you [2:49] deconstrain the business and you're [2:50] trying to scale, we'd love to help you [2:52] out on the thank you page. You can just [2:53] book a call with my team and we will [2:56] look into the business, see if we can [2:57] help. And if we can, we'll invite you [2:58] out to Vegas and we'll do this in person [3:00] live.

===FILE=== _4BGku-jLh4 - Wholesaler Makes $250KMonth but Can’t Scale Past It.txt
https://youtu.be/_4BGku-jLh4
Wholesaler Makes $250K/Month but Can’t Scale Past It

[0:00] I am a real estate wholesaler. [0:01] Okay. [0:02] Um [0:02] we're currently averaging about $450,000 [0:06] a month. Okay. In revenue. [0:08] I would like to be at a million. [0:10] That's your spread? That's what you're [0:11] making. Or that's like house volume. [0:14] Uh that's gross. [0:15] Okay. So, so what's your what's what's [0:17] your spread on that? What's your take [0:18] home on that? [0:19] So, we're at 40%. [0:21] So, right around 250 240. [0:24] Interesting. [0:26] Weird. That's high. [0:29] What kind of what are you wholesaling? [0:32] [laughter] [0:33] All right, so here's the um [0:37] [laughter] [0:38] he's like, "Have you heard of brothel?" [0:40] So, imagine a brothel, but now it's all [0:42] midgets. Okay, keep going. You're good. [0:44] Okay, but here's the challenge uh we run [0:46] into. So, we're currently at 450 [0:48] average. Yeah, [0:50] we've had 700K months this year already. [0:53] The challenge is every time we get to [0:55] those numbers and I try to, hey, you [0:57] know what? It's time to ramp up. Uh, for [0:59] some reason we tend to tank to, you [1:01] know, 200, 250. [1:03] Okay. [1:03] Um, I'm s I I have cause to believe it's [1:07] the sales team and just, [1:10] you know, they have those power months [1:11] where everyone, you know, takes home 20 [1:14] 30 grand. [1:15] Uhhuh. [1:16] And then the month after it's like, [1:17] are they pure commission or is it split? [1:19] So, there is a base salary and [1:21] Okay. What's the split between [1:22] commission and base? Um so they're at 42 [1:27] base [1:28] okay [1:28] uh peranom and then 10% of the [1:30] assignment fees of okay of the fees. [1:33] Um all right this is so [1:38] so you have [1:42] you have an ops issue which is sales ops [1:45] and so it's going like this is going to [1:47] be much more weedy in terms of like [1:49] tactics to answer this question. Um, but [1:51] it's like there's probably like 20 [1:53] things that you need to be doing and [1:54] you're probably doing like 13 of them [1:55] and the other seven are going to be the [1:57] thing that make the difference. [1:58] Uh, and creating the consistency of the [1:59] team. That's at the service level. At [2:01] the at the at the deep root of this is [2:04] who's the leader of the sales team. [2:06] I do have a sales manager. [2:08] Okay. So [2:11] he or she is the problem [2:16] because [2:17] like sales at the end of the day is a [2:20] culture game. Well everything's a [2:21] culture game but like sales you can feel [2:22] it so quickly when things are good or [2:25] not good because the performance the [2:26] feedback loops are so fast. [2:28] Um but for whatever reason you do not [2:31] have a culture of consistency within [2:34] your team. I would wager that script [2:37] adherence is low [2:39] because you have such variability in [2:41] close rates unless there's a change in [2:43] lead quality which would be something [2:45] else. But are the leads the same like [2:47] this month as last month? [2:48] Yes, the leaves are the same. [2:49] Yeah. So it's a sales discipline issue [2:51] which then comes down to the training [2:53] cadence, the scripting, um how people [2:56] are being managed on a daily basis and [2:58] weekly basis in terms of their career [2:59] goals, how like you're doing morning [3:02] like it's it's this is all sales ops. [3:04] Um, [3:07] I could I could like just start talking [3:09] about sales, but like this is a pure [3:11] sales ops issue. And so at the like [3:15] there [snorts] there's a two-step like I [3:17] would approach this in two steps. Step [3:19] one is we should do all the stuff that [3:20] we are not currently doing or we should [3:22] be doing. Everyone should be reading the [3:24] same script. If they're not reading the [3:26] script, why are you on this team? Right? [3:28] Uh we need to have training that's every [3:30] day to make sure that they are saying [3:32] things the right way. We need to make [3:33] sure that everyone memorizes the script. [3:34] Some of you guys might have seen the [3:35] YouTube video I put out like two days [3:36] ago about this. But like they have to [3:38] breathe the script. If they are not [3:39] saying the script word for word, you [3:41] cannot be on this team. You cannot take [3:43] these calls. I'm getting these leads and [3:45] not for you to go cowboy and make [3:47] up. And that then if we cannot solve [3:50] that problem because for whatever reason [3:52] you keep trying it and they don't adhere [3:53] and they go off script because they just [3:54] want to close the deals. It means you [3:56] have a cultural issue which is a leader [3:57] problem because it means the leader is [4:00] reinforcing behaviors that get people to [4:03] go off script and there's no [4:05] consequences for doing it. And so if you [4:09] want to have a consistent worldclass [4:12] sales team the process has to always go [4:15] above the player. [4:17] No one is above the process. And I do [4:19] think that 95 maybe 98% of sales teams [4:23] have no idea how sales training, how [4:25] sales culture, any of this stuff works. [4:28] They just hire a bunch of people, see [4:30] who closes deals, fire the rest. And so [4:33] then you just have a bunch of [4:34] mercenaries who work for you. But there [4:36] is no culture. There is no team. And [4:38] it's every man for himself. And that is [4:40] what creates this volatility in sales. [4:42] and some guy says something and he [4:44] closes a deal and the other guy's like, [4:45] "I'm gonna try that now." And there's no [4:48] consistency across the board. And that [4:49] also gets you in trouble long term [4:51] because they start promising things and [4:52] making deals that you can't cash. [4:55] That makes a lot of sense. I um up until [4:57] now, I mean, we have scripts, but [4:59] they're more of suggestions, [5:00] guidelines. Yeah. [5:01] Yeah. I mean, [5:02] no, it's I mean, like I've done a lot of [5:04] sales. Um like this is a straight out of [5:08] the book checklist problem. like we have [5:11] to do all of these things. If we do this [5:13] entire checklist, we will get this [5:14] outcome. If we can't do this checklist, [5:15] the leader is the problem because they [5:17] don't know how to reinforce culture, [5:18] which then means that they're not able [5:20] to get the right people on and the wrong [5:22] people out, which sometimes means we [5:24] might have to fire half the team to get [5:26] the right people in so that we can build [5:28] the culture we need to get to where we [5:29] want to go. Because you are in like I [5:32] show the shapes of businesses, you are [5:34] in a sales and marketing business. [5:36] There's functionally no delivery. Like [5:37] you're just basically like are are you [5:39] guys doing outbound or like smiling and [5:41] dialing or do you buy leads from setting [5:43] teams? [5:43] Inbound. Yes. Google ads. [5:45] Google ads. Yeah. [5:46] Okay. So you have inbound leads that are [5:48] coming in and then you close. Like [5:49] that's the business. Like you buy media, [5:52] you sell And so like this has to [5:54] be a core like you have to be world [5:56] class at this if you want to be world [5:58] class at wholesale. [6:00] Gotcha. [6:01] But that's the constraint [6:02] in the event that I have to you know let [6:04] go of half the team because they're just [6:06] not good enough. Yeah. [6:07] Where do you suggest I look for um [6:10] It's not about where, it's about how. [6:13] So, it's not like I'm going to find like [6:16] the better you get at training sales and [6:18] creating consistent sales processes, [6:21] the less skill someone can have and [6:23] create a consistent outcome within your [6:24] team, which becomes the arbitrage of [6:26] your business. Just like I said the [6:27] cleaning thing before, if the whole [6:29] constraint of that business is going to [6:30] be finding, you know, basically taking a [6:32] human being and then turning them to a [6:33] great cleaner that actually shows up on [6:35] time, you have to take the raw input of [6:36] somebody who has no skill and just has [6:38] work ethic, just has energy. And in 14 [6:40] days, you can get them closing deals on [6:42] wholesaling. That box is the value that [6:44] your company, that is your IP. That is [6:46] the trade secret. That's how your [6:48] company is valuable. And so when I say [6:50] who versus how, like where do I find [6:52] these people? you could run Indeed ads [6:55] and find like for this caliber of [6:57] salesperson, they're everywhere. Uh the [6:59] issue is then what is the process and [7:01] what are the expectations we're setting [7:02] for those people as they walk in. And so [7:05] typically when you're doing high volume [7:06] sales like you are, how many guys you [7:08] have on the team? [7:09] Um currently 17. [7:11] Okay. So when you have that that I mean [7:13] it's you know midsize uh someone comes [7:15] in uh usually you get constrained [7:17] because the amount of churn you have [7:19] people quitting leaving is about equal [7:21] to what you have to hire and that's what [7:22] keeps you stuck right and so it's a [7:24] process issue kind of on the demand [7:26] genen side for talent and so usually we [7:29] look at that and say okay what part of [7:31] this can we screen ahead of time so it's [7:33] like let's send them the script before [7:34] they even show up. So, people apply, we [7:36] send them the script, and then send us a [7:38] 60-cond video of you saying the script, [7:41] and then from the 60-cond videos, we're [7:42] going to invite people to a group call, [7:44] not one-on-one because we don't have [7:45] time for that. And we're going to go [7:46] quick drill, say the script, give a [7:48] piece of feedback, see how they do it. [7:50] Again, if they could take the feedback [7:52] well and they were prepared, great. It [7:53] means they're coachable, they have work [7:55] ethic, awesome. Now, we can take you to [7:57] a job offer call. Somebody, you know, [7:59] has attitude on the coaching, they're [8:01] out. If someone doesn't show up [8:03] prepared, they're out. very easy [8:04] screening. And so you take 10, you pick [8:06] two, pick three, they go to the next [8:08] one, you make job offers, and that's the [8:10] flow. But like the entire sales process [8:13] of selling them on selling for you sets [8:15] the frame for how the company operates. [8:19] Like how disciplined you are and how [8:21] militant you are in terms of how you set [8:23] the frame for this is how we do [8:24] things here. Either get in or get out. I [8:26] do not care. But we win. [8:29] And if you can set that frame, you will [8:30] attract winners. [8:33] And winning is not for everybody. [8:36] And so that means that on the team [8:37] there's probably some losers and it's [8:40] not for everybody. So that's the [8:41] decision you make and that's from top [8:42] down. So there's the tactics and then [8:45] there's the root issue. I would try this [8:47] first. If this doesn't work, you have to [8:49] probably gut things. [8:51] Thank you. [8:52] If you're a business owner and you are [8:54] not growing as fast as you'd like, I'd [8:56] like to give you a free gift. So my team [8:58] and I put together the $100 million [9:00] scaling road map which is basically 200 [9:02] hours of us looking over all the [9:03] portfolio companies we've had and what [9:05] stages of growth they went through and [9:07] more importantly where they got stuck [9:08] and how they got past it. And so we [9:10] broke it into these 10 stages and we [9:12] made this little kind of quiz thing [9:13] where if you put in your business [9:14] information it'll tell you where you're [9:16] at and the most important part for you [9:18] what to do for each of functions of the [9:19] business across product marketing sales [9:21] customer success recruiting IT human [9:23] resources and finance. And so no matter [9:25] what you're struggling with, someone [9:27] else has already struggled with it and [9:29] solved it. And so I'd like to give you [9:30] this thing absolutely free. You can go [9:31] to acquisition.com/roadmap, [9:33] plug in your business information, and [9:35] if you want us to actually help you [9:37] deconstrain the business and you're [9:38] trying to scale, we'd love to help you [9:40] out on the thank you page. You can just [9:41] book a call with my team and we will [9:44] look at the business, see if we can [9:46] help. And if we can, we'll invite you [9:47] out to Vegas and we'll do this in person [9:49] live.

===FILE=== _TZEJAYUeCo - The Exact Roadmap From $0 to $10M.txt
https://youtu.be/_TZEJAYUeCo
The Exact Roadmap From $0 to $10M

[0:00] The biggest issue that most people have [0:02] between zero and three specifically um [0:04] is just ignorance. [0:06] People just don't know what to do. You [0:09] know what I mean? And so like just you [0:11] know getting to six figures is literally [0:12] just like sell something to someone. [0:14] Like that's it. That's all you have to [0:15] do to get to six figures. Like one [0:17] channel, one product, one avatar. Like [0:19] that's it. You don't have to do anything [0:20] else. And then you know when you get you [0:22] want to get to seven figures then you [0:23] just do that and then add the word [0:24] consistently which is you do you know [0:26] you input put the inputs in the system [0:27] in a way that's consistent so that you [0:29] get a consistent output. So it's [0:31] whatever way you acquired those [0:32] customers, whether it was reachouts, [0:33] whether it was content, whether it was [0:34] paid ads, whether it was affiliates, [0:36] whether it was referrals, whatever the [0:37] thing was that got you the customers, [0:40] cool. Do that consistently and you'll be [0:42] at a million. You know what I mean? [0:43] Which is which is still only 20K a week. [0:45] It's not like a huge number. You know, [0:47] one to three is usually uh increasing [0:50] output of that that main thing to a [0:53] small degree. Um and really just like [0:55] baseline efficiencies and building out [0:57] the core team. So usually at that point [0:59] going one to three is getting the person [1:00] out of delivery um to a large you know [1:03] to a large extent and usually they get [1:05] their first kind of first follower first [1:07] like one or two uh I'm trying to think [1:11] of the right word to how to say this um [1:13] competent individuals uh who are helping [1:16] them out and then you know a handful of [1:18] frontline and so it's usually like [1:19] companies that's you know 3 million [1:20] they're like 5 to 15 employees and so [1:22] and there's usually really only like [1:24] twoish good ones um and the rest are [1:26] okay Right? And so at that point, you [1:29] know, going from 3 to 10 is usually [1:31] where we can, it's the minimum level [1:33] that we take people on. And it's not [1:35] because there's something magical about [1:36] 3 million. It's that 3 million typically [1:38] checks two boxes. Box one is that they [1:41] have product market fit at some level. [1:43] People want something from them. Like [1:44] something they're selling is resonating [1:46] enough that they can generate sales. And [1:47] the second thing, I guess there's three [1:49] boxes. One is that, the second is that [1:51] they have at least one reliable [1:52] acquisition channel that they're [1:54] currently doing. And the third is that [1:55] they have a core team in place. So [1:57] they've demonstrated product market fit. [1:58] They have a reliable acquisition channel [1:59] just at least one. Uh and they have a [2:01] core team in place which may be [2:03] relatively dysfunctional and have very [2:05] few key players but at least they have [2:07] some semblance of structure. And so if [2:09] they have if they meet those minimum [2:11] requirements then we can at least start [2:12] from at least some level of leverage u [2:15] to start helping them grow. Real quick [2:17] if you're a business owner and you are [2:19] not growing as fast as you'd like I'd [2:20] like to give you a free gift. So my team [2:22] and I put together the $100 million [2:24] scaling roadmap, which is basically 200 [2:26] hours of us looking over all the [2:27] portfolio companies we've had and what [2:29] stages of growth they went through and [2:31] more importantly where they got stuck [2:33] and how they got past it. And so we [2:35] broke it in these 10 stages and we made [2:37] this little kind of quiz thing where if [2:38] you put in your business information, [2:39] it'll tell you where you're at and the [2:41] most important part for you, what to do [2:43] for each of the functions of the [2:44] business across product, marketing, [2:45] sales, customer success, recruiting, IT, [2:47] human resources, and finance. And so no [2:49] matter what you're struggling with, [2:51] someone else has already struggled with [2:52] it and solved it. And so I'd like to [2:54] give you this thing absolutely free. You [2:56] can go to acquisition.com/roadmap, [2:58] plug in your business information, and [2:59] if you want us to actually help you [3:01] deconrain the business and you're trying [3:03] to scale, we'd love to help you out on [3:05] the thank you page. You can just book a [3:06] call with my team and we will look at [3:09] the business, see if we can help. And if [3:10] we can, we'll invite you out to Vegas [3:12] and we'll do this in person live.

===FILE=== _deYfX6flgo - Why 90 Days of Content Isn’t Enough.txt
https://youtu.be/_deYfX6flgo
Why 90 Days of Content Isn’t Enough

[0:00] What's holding people back from [0:02] excelling beyond average? Do you think [0:04] it's talent, belief? [0:06] I think people don't do very much. [0:09] I think people do a lot of talking about [0:10] doing and not a lot of doing. And I [0:13] think it's the doing that does [0:14] everything. And I think that's the and [0:17] whether it's lack of motivation, lack of [0:18] focus, lack of like lack of a hundred [0:20] different things. Um it just comes down [0:23] to number of actions taken per unit of [0:25] time. And I think the vast majority of [0:26] people just wildly underestimate the [0:28] volume that's required. And I think [0:29] that's like I I I hit on this so hard [0:31] because like like when I'll tell you a [0:34] story to illustrate the point. When I [0:36] when I had my first gym, I had a mentor [0:38] who told me that he got all of his leads [0:39] off of flyers. And so that's what he [0:41] did. And so I put out a flyer and I [0:44] waited two weeks and one guy called me [0:45] and said, "Hey, you dinged my Mercedes." [0:46] And I was like, "It's the only call I [0:48] got." So I called the men were up two [0:50] weeks later. And I was and he was like, [0:51] "Hey, how'd that go?" And I was like [0:52] ready to give. I was like, "It didn't [0:54] work." you know, like, and he was like, [0:56] and he like totally took it and tried [0:57] and he was like, "Well, what was your [0:59] test size?" And I was like, "What do you [1:01] mean?" He was like, "Well, what was your [1:02] test amount?" I was like, "Well, I mean, [1:04] I put out 300 in total." And he was [1:06] like, "Oh, man." He's like, "Hard to [1:08] know if anything's going to work with [1:09] 300." He's like, "We test with 5,000 per [1:12] batch." He's like, "And then once we [1:13] find a winner," he's like, "We do 5,000 [1:15] flyers a day." And I was like, "Oh." So, [1:19] he's doing 150,000 flyers a month for [1:21] his business and I had done 300. And [1:23] this is why like I think the vast [1:24] majority of people dramatically [1:25] underestimate how much volume it is. [1:28] Like I mean right when we started this [1:30] you're like seems like you tweet all the [1:31] time. It's like I post that often on a [1:32] lot of platforms now. Tweet Twitter is [1:35] my my home base for how I where [1:36] everything is generated from. But like [1:39] we make 450 pieces of content a week. [1:41] And so people are like, "Hey man, I've [1:43] been making content for 90 days." And [1:44] that would already put them in the top, [1:45] you know, 1% because everyone gives up. [1:48] But if you actually made a post every [1:49] day for 90 days, be like, "It's amazing. [1:50] That's 90 posts." Uh, I do that in two [1:53] days. And so, but they get there and [1:55] they're like, but I'm not Mr. Beast yet, [1:57] you know, and and it's just and there's [1:59] just people think that someone else is [2:01] doing two times or three times as much. [2:03] But it's more often that they've done a [2:05] thousand times or like two 10,000 times [2:08] the amount of work that they have. Like [2:09] if you count the amount of videos that [2:11] you've put out in terms of longs and [2:12] shorts or minutes of content that you've [2:14] put out over the last four or five years [2:16] compared to somebody, it's not even it's [2:18] like it's so so ridiculous the [2:20] discrepancy. Same thing with sales guys. [2:22] They're like, "Hey, I've been I've been [2:23] selling for 90 days." I'm like, "Okay, [2:25] so how many calls a day do you take?" [2:26] And they're like, "I end up taking, you [2:27] know, five or six live calls." I'm like, [2:29] "Okay, so you've been doing it for 90 [2:30] days. You've taken like 400 live calls." [2:32] It's like, "Okay, well this is John. [2:33] He's closed 4,000 deals. Not calls [2:36] taken, deals. that's why he's better [2:38] than you. It's just like there's just a [2:40] dramatic misunderstanding and that [2:41] probably with a 30% closure he's taken [2:43] 12,000 calls. It's like he's done 300 [2:45] times the work you have. Like it's a lot [2:48] or 30 but like it's a lot more than [2:50] people. [2:51] So how do you compete with that guy? Cuz [2:53] I bet there's a lot of those guys out [2:55] there. [2:55] You start. I mean I think it's like you [2:58] just start. And um I think it's like I [3:02] think a huge amount of the delay that [3:03] happens when people are starting out is [3:05] the amount of time it takes for them to [3:07] realize there is no easy way. [3:10] So they spend a huge amount of time they [3:12] figure out what the what how to do it [3:14] and then they spend a really long time [3:15] trying to figure out if there's an [3:16] easier way and then they give up trying [3:17] to find an easier way and then they just [3:19] start the hard way because the hard way [3:20] is the only way. Real quick I'm going to [3:22] show you the exact 10stage road map from [3:24] zero to 100 million plus that less than [3:27] 1% of companies finish. I've now done [3:29] multiple times and so I can say with a [3:30] lot of confidence that these are the [3:32] stages as headcount increases that you [3:34] need to get through and I broke each of [3:36] these down by eight different functions [3:38] of the business what the constraint [3:40] feels like what are the symptoms of it [3:41] when you're going through it and then [3:43] what steps we actually took to graduate [3:44] and we've done this across software [3:46] physical products uh service businesses [3:49] brickandmortar all of this and it works [3:51] and it's my gift to you it's absolutely [3:53] free and so the link's in the [3:54] description but you just go [3:55] acquisition.com/roadmap [3:57] just enter your info and it'll spit [3:58] Right back to you offering.

===FILE=== aBPWCdaJJqA - I Helped 6 Business Owners Make More Money.txt
https://youtu.be/aBPWCdaJJqA
I Helped 6 Business Owners Make More Money

[0:00] there's three ways you can get leads right one is you can manually assemble the leads list the second way is that you can buy leads from Brokers the third [0:06] way is that you can scrape leads using software for me I usually will start [Music] [0:13] with Zev what's up man how's it going good I have two questions um sort of [0:19] both different topics but the first one is more lead related struggling to figure out which method is the best [0:25] method to focus on so I don't feel like I'm wasting my time you know doing something [0:30] um to try to get leads who are you going after the three main avatars would be like Tech startups B2B b2c SAS and then [0:37] really any company that has like a custom uh software so there's three ways you can get leads right one is you can [0:43] manually assemble the leads lists the second way is that you can buy leads from Brokers the third way is that you [0:49] can scrape leads using software I usually will start with uh scraping if I [0:54] can um because it tends to be the cheapest and so I'll use like if you just Google tool 4 whatever ever like [1:01] what you're referring to yeah yeah and then I'll take the top four or five of them and I'll run my search for avatars [1:07] into each of them and then I'll take a sample of like let's say 100 or 500 leads of each work all of them see which [1:14] ones I get the highest response rate and then I'll double down on whatever platform got me the highest throughput you're saying which platform gets you [1:20] the highest response rate that we were referring to which lead Source yeah I mean in terms of reaching out to the actual leads itself I reach out on [1:26] everything that sort of ties into next thing so one thing I've been thinking about is you know how you talk about to lead with sort of with value offer [1:32] something essentially for free so that's like a big thing where I'm just like not really sure how to even figure out what [1:39] we could offer being that like am I like stepping is this like no you're good [1:45] this is like I go through this literal step-by-step process in the book of everything that you're saying so it's [1:50] like how to figure out what you're going to give the person for free how to structure it how to make like here's the script to get replies all that stuff um [1:57] so the good news is the book will solve your problem but the best framework that I can use for coming up with things that [2:02] people will reply to is give them Something Free that they would normally pay for so rather than be like I made [2:07] this amazing thing but if it's the same free valuable thing that everyone else gives then how you know how good is it [2:12] you have to compete by being significantly better but if you just do something that normally other people charge for even on a micro level and [2:19] they can ascribe real value to that people will respond to you and then then you're operating on a you're you're in a [2:25] way better frame and then you can have a much better conversation the other thing was more like on a personal side so we could just sort of step back when you [2:31] were sort of going through that you know volatility of you had like success then [2:36] big failures and come back up in terms of how you like structured your life if you did at all so that you P put [2:43] yourself in the best position to where like you're cutting certain people out maybe you're bringing certain people or [2:49] that might be even resources for skill development or whatever in how do you go about doing that so that you're not um [2:56] doing things that don't really help you move forward and grow long-term big [3:02] picture yeah so it's a it's a really good question because the number one way to change your behavior is to change [3:08] your environment so if you change the conditions you'll behave differently right like if there's a red light you [3:14] act differently than a green light and so that's a micro example of how we act like in Baltimore when I live there I [3:20] act differently than when I move because I had I've had a clean slate like I didn't have to talk to old friends that would treat me a certain way that then I [3:25] would respond to in the way that I didn't want to right and so first thing from a people perspective like I think a [3:32] lot can be gained from literally just moving 30 minutes away like even if you like I can't move out of you know I'm not going to move from Baltimore to [3:38] California okay that's fine just move to the other side of town just get just get out of the micro environment the second [3:44] thing that'll then lead to is the people that you will frequent will change right and I think that you'll have to get [3:50] accustom or be okay with the fact that you will lose a lot of friends and that's not a bad thing because the thing [3:57] is is like if if all you have in common continues to shrink and shrink and shrink and the only thing you have left to talk about is the past remember the [4:03] good old times remember that time we got so drunk at rippies you know what I mean like whatever then like they're not trying to help you create the future [4:09] that you were ultimately looking for and it just like I will say that as I've gotten you know further along in that [4:15] path my time to cutting people has just shrank because if I figure if I'm going to cut this person eventually I might as [4:22] well cut them now and start enjoying the benefits of of not having them in my life and having all this back and it's [4:27] like all those time if I have somebody who just keeps inviting me to and then making me feel guilty if I go out and they're like why aren't you drinking [4:32] or like why aren't you like oh he's on another diet you know whatever it's just like you're not help like just asking [4:38] the question like how do you think what you're saying is going to help me and if there's like well I'm just giving you a [4:43] hard time it's like yeah understood how is that going to help me it's not okay [4:49] so like either change your behavior or I will change it for you meaning I will just not have you in my life the third [4:54] piece is that I remember there's this video I had just uh opened my six location and I was looking to open 7 [5:01] through 10 and I had already mapped out where I was going to be opening them for my for my gyms and I remember I did this [5:06] Facebook live and I was like beat up you know what I mean like I was tired I was taking I was doing 12 hours a day is a sale so I was taking sales sales from 8 [5:12] to 8 every day and then I would still do the rest of my work before and after that and somehow trying to work out [5:18] during that period I remember saying what are you willing to give up so I made this live it was like these are all the things I'm giving up now so like [5:24] these are things that I used to do that I'm not going to be doing anymore so I was like I'm not folling the Ravens anymore so I was bore Ravens I was like [5:30] I'm not I'm not watching football I'm not looking at Fantasy I'm not going to build a team I'm just on Sundays I need [5:36] to work like I can't give the three hour I can't do it so I gave up football I gave up Netflix I was like that night [5:42] time where like normally I like de you know decompressed I was like I don't have time for that right now like I got a process payments I got processed [5:49] contracts I got filed with leads and do reminders for the next day and so it was changing where I was places wise being [5:56] okay with the fact that I was going to have a period of a little bit more solitude because as soon as you cut things you create room you create a [6:02] vacuum but new people will come in who are like in this world and I would recommend just connecting with people [6:07] online because there's so many there's such bigger communities of people who are trying to do the same thing online versus wherever you're at locally right [6:14] and then the third is it's just like what are my behaviors what are the things I'm going to give up in order like CU you got to make room like you [6:20] only have 24 hours right so it's like what are the things that aren't getting me where I want to go and the thing is if you just say I'm not going to do [6:26] those positive behaviors will fill the gap think for me it comes to more maybe [6:32] a family side of things like those people I have a different way of dealing with them their family but like I don't [6:39] know how to necessarily navigate that so two things first off I have very extreme views on this so like just take that [6:45] with the great of Sal that that you will right if we Zoom all the way out like I didn't choose to be born that was forced [6:50] on me and so like I don't feel like I owe anyone for that right now that being said I believe in Fair exchange or [6:56] abundant exchange meaning like I'm going to make everybody in my life's life better for being there but I want them to also make my life better right and so [7:04] I think the first layer of this is approaching it with absolute cander which is like what you would tell me [7:09] being like man my dad you know he just treats me like I'm a kid he always brings up these things like when I was 14 years old and he keeps saying oh you [7:16] know zev's got a short temper you know like my dad says that he's like you such a short temper right he used always tell [7:22] me that and so you have to reset like you have to reset B like these are the rules of engagement like if you want me [7:29] and in your life this is what is required from me which is like you cannot speak to me this way like if you [7:35] know your your big Uncle grabs you by the neck and he's like look a little Nuggie you know whatever something like I'm not saying he's doing that but I'm [7:41] saying as an extreme example like what would you do there you you're like No [7:47] And it creates like it creates a moment where they're like oh now they'll then probably try and shake it up like dude I [7:53] was just kidding it's like it wasn't funny I'd be like it's just you and me and I'm not laughing and it's like whoo [8:00] that's a new tone right and so like you have to reset boundaries have to reset the Rules of Engagement and then the [8:06] thing is is that you have to enforce those which means that at a certain point you have to decide that I'm going [8:12] to decrease my communication Cadence I'm going to decrease my proximity to you I'm not going to be as I'm not going to [8:17] be as accessible when you text me might take me a couple days to respond right when you say hey you got a minute I [8:23] might not have a minute right like you have to earn that and like the fact that you are family gives you morally way but [8:31] not infinite and so one of the unfortunate things about family is that we treat family worse than anyone else [8:37] because we think that we can't lose them and so I reject that notion entirely I just I just don't I I believe in [8:42] treating everyone the same family and stranger and then if I can benefit them [8:48] awesome and if they can benefit me awesome and then we both keep Like Loving our relationship because we don't feel like we're owed anything and so [8:55] that's that's bir directional though because that's the thing is if you're going to play this game in my opinion [9:00] this is the way I play it which is that you're like listen I don't owe you stuff [9:05] but it means I'm also not going to say you owe me anything and like we're starting there that's how I approach [9:10] those things thanks for taking my questions appreciate it you bet s appreciate you good luck [9:16] man hey Alex how is it going Selena what's going on how do you strike the [9:21] balance between offering free value to pay offers like when is the perfect time [9:27] to make that switch so you give until they ask simple as that you give and you [9:33] keep giving and you keep giving and you keep giving until eventually people are like dude what else do you have can I [9:38] get this from you like dude you've helped me so much like could is there and what happens is you'll start hearing what different people want from you and [9:45] then you'll start noticing the common thread and then you can ask permission from your audience of the people that [9:51] you are providing this value to and be like hey if I did something like this would you guys be interested and then take a take a poll very easy right and [9:58] if they say lots of them say yes then it's like now you have permission from the audience to then say cool well I'm [10:04] going to go spend 3 months building this for you and I'm going to get it to you guys just because you give things away [10:10] for free does not mean that everything that you do is free we give free stuff in order to get more people interested [10:17] and earn more trust so that on a longer time Rising we can convert more people into customers a purchase decision it's [10:23] a prediction of future value right like I'm going to buy this thing cuz I believe that after I buy it [10:29] I'm going to get in excess of whatever I paid for right and the best way to increase some increase someone's [10:35] conviction that they're going to get value from you in the future is to provide it value to them in the present [10:41] yeah and so that's the that's the whole game and so I'll give you I'll give you a different example so if I were to go up to 100 people and say hey uh buy my [10:49] thing right I might get one person to buy it because I might have caught them on a good day and they're really struggling whatever right if I go to the [10:56] same 100 people and say hey can I solve one of your problems for free more than one person will say yes maybe [11:02] 20 people will say yes and then from those 20 people when you crush it for them and then say hey by the way I [11:08] solved this first problem you now have another problem that's a better problem but it's still a problem and I can solve [11:14] that for you too in exchange for money a way higher percentage of that 20 will now take you up on the offer and then [11:20] you get half of those 20 to buy your thing and you go from one sale talking to 100 people to 10 sales so you can 10x [11:27] your conversion rate by just adding a level of trust prior to the ask how do you come up with that idea and think [11:33] about okay I'm going to give this for free and you have the idea you have the [11:38] idea honestly like okay I'm going to I'm going to dive a little a level underneath is that you're not accustomed [11:44] to the level of work that's required like real talk you're just not used to it and that's okay my level of output [11:49] and my understanding of how much work capacity I have has continued to increase over time I have put 200 hours [11:55] into the presentation that I'm going to be giving on Saturday yeah most most people don't put 200 hours into their [12:02] product it's just it's just orders of magnitude in terms of difference and so like if people saw how much time I put [12:07] into the things they wouldn't be surprised by the value yeah they'd be like well that makes sense he spent 200 hours on actually I'm a little [12:13] embarrassed for the guy he spent he spent basically five weeks of work hours to make one you know 90-minute [12:19] presentation and so I think that if you were to think about like for you to actually spend legitimately like working [12:25] hours spend 200 hours on making something really good and that doesn't mean making it longer it means making it [12:32] better and then give that away for free yeah and then what happens is if it [12:38] really is good people will then share it with other people and then you get double effect you get more people to [12:43] take you up on the free offer and then their friends send you other people there's so much more work that goes into [12:49] it I spent six hours a day for two years on this next book I I work from 6:00 to [12:54] noon every day and then I take my meetings I did that every day for 2 years [13:00] and now I'm releasing the book right and I feel very confident that it's a good it's a very good product right and so [13:07] again I think my level of work in terms of hours is probably greater than what you're doing and I have a lot of stuff going on right but you just have to be [13:15] able to block the time and say the first four hours of my day every day for this month are making this thing and I'm [13:21] going to make you exceptional and the thing is document you making it show people how much work you're putting into [13:27] it and then when you do have it they're like like wow she really did this she didn't just whip up a PDF that took her a day I used to think that a day of like [13:34] oh this took me a whole day a whole day in my mind was a long time and the nice thing is that the the really valuable [13:41] fruit are right in front of everyone it just has a very tall ladder so you just have to climb a lot longer than other [13:48] people will to go pick the fruit but it's right in front of you you just have to spend way more time making the thing [13:54] exceptional which also means that all the other distractions that you're probably distracted on right now the [13:59] little side projects this is me just guessing right now right you have to cut that because what you realize is the amount of work that's required to make [14:05] something exceptional prudes you from doing multiple things yes like you can't [14:10] do multiple things well you can do one thing exceptionally well and that means that you have to say no to everything [14:15] else yeah how do you find that exceptional thing then it's not that you find it you make it the more you do the [14:22] better you get and the more you pull the thread on any of the things that you're interested in the deeper you'll go on it because you will get better at it by [14:29] very the very fact of how much volume you're putting into it so whatever it is that you help people with the one that [14:34] makes you the most money right now ignore everything else ignore the other opportunities and say like how do I how [14:41] do I make this even easier like think about the value equation how do I make it faster for them how do I make it less effort for them how do I increase their [14:47] perception of the likelihood that they're going to succeed which means that you know what I've been offering one product but I really have three [14:53] avatars and so I need to just make this tiny tweak here so that this person and this person and this person will be be [14:59] successful now if I was going to lean in even more I would say just pick one of the three and then exclude the other ones just Master a puddle just be queen [15:06] of a puddle and then you can be queen of a pond and then queen of a lake and then queen of a bay and then queen of an [15:12] ocean right like but you got to start with the puddle cuz you're like half in half out between different ones figuring out what's my thing that I'm really [15:19] really good at and like spend a lot of time on and perfecting that don't even think the thing that you're really good [15:25] at cuz you might not be that good at anything right now and I'm not saying that as a I'm not that's not a WRA I'm just saying like that's not a dig I'm [15:31] saying do the one that you forget about time while you're doing it and then you [15:37] will become excellent because you'll be able to actually keep working like you have to [15:42] solve for what is the thing that I can work the most like this amount of work is required to get where you want to go [15:48] right to be exceptional and so then what you solve for is how can I find something that I don't mind doing this [15:54] much work of but this much work is required no matter what and if you do this much work [16:00] whether you're learning to be the best plumber or the best architect or the best whatever weight loss coach that [16:05] like if you can do that and forget about time you'll win when I started on YouTube I told the guy that was editing my thing I said listen I'll do I'll do [16:12] three videos a week for 10 years I was like and then if we'll measure whether it worked or not he's like I've literally never had anyone say that so [16:19] like right now is just like you have you need a perspective shift thank you so much for the opportunity and thank you [16:25] so much for the answer Joe what's up man how are you doing Alex [16:31] nice to meet you nice to meet you too awesome uh my name's Joe I'm in the gym [16:36] space I'm in the brick and Water Gym space the space you move I know some stuff about it I know some stuff about [16:42] it and uh I'm one of those guys who uh read gym launch a couple years too late I'm a little older so I made all the [16:48] same all the mistakes you talking uh talked about when I felt like when I read the book I felt like I was reading [16:54] Deja Vu I was like oh my God all these things happen to me so my question to you is um me and my business partner Dan [17:01] are launching a series of semi-private personal training Studios we're still in that space and we're launching one [17:08] shortly and so using the hundred million leads book that's coming out and some of [17:14] the stuff from JY launch and hundred million do offers what would you do to launch a gym our plan every six months [17:21] for the next few years uh you know until we get a number that we're happy with and we keep getting fun my my preference [17:29] my preferred model is one of two right now you're already doing one of them so I won't even get into the other one but I love the semi-private model um I love [17:36] that like $300 $400 a month price point um two to three times a week um I like [17:42] going after avatars that have a little bit more money specifically uh because for [17:48] them you know they're not going to not pay during the holidays you know what I mean like for them they're not going to be like you know Breaking the Bank over [17:54] 300 bucks um and the nice thing and I think this is this is I I got this from Rick rck uh Rick Mayo of alloy um that [18:02] model allows you to get to about 5 600,000 a year with you know 1,200 s feet, 1400 ft like super small footprint [18:10] um and a single manager who's got maybe 10 20% profit share maybe like 40 50k [18:15] base and two helpers right so it's a very simple lean model uh one on six one [18:21] on eight depending on how you want to do it um and you all you have to do is get to 120ish uh at the location and it's [18:29] usually 50% margin I mean I I have over time simplified and simplified the model [18:35] so that there's just so little operational complexity so that you can scale and because of are you familiar with dumb Bar's number yeah so the [18:42] reason I like this model is that like most micro gims cap at 120 to 150 and [18:48] it's because the systems required to purposely manufacture human connection become [18:55] significantly more complex as you cross that barrier right and so rather than create this very very complex machine to [19:02] make it run at 600 you know service based members I'd rather just have a model that runs very profitably at 120 [19:10] to 150 members and so um lead gen perspective number one is that I would do a three-month uh pre-launch number [19:17] two is that I would disproportionately spend on the launch so I would I would put like 30 grand um into the pre-sales [19:25] and I would open at full capacity the best Jim franch rches know how to [19:30] pre-sell so that they are in the Black in the first month and like every time I opened a new location like it was the [19:36] first location was the one that I didn't learn I learned the lesson on my first one because I thought I was trying to get it open as fast as possible so I [19:42] could make money but with everyone after that I tried to do pre-sales as long as possible so I could make all this money [19:47] and not have to pay any expenses and so that way you can also Focus too cuz you can just sell for 3 months do nothing [19:53] but work leads and and close contracts and then after that you I'm sure you're [19:58] what's your turn right now for semis uh right now only about 5% okay I mean I I [20:05] would shoot for three you know what I mean but five's okay um you know if you've got let's let's just say five right and you're you got 120 members [20:12] it's six members a month you got to replace like it's just like it it's so easy to replace that um and just expect [20:19] like if if you have and what's your price point monthly uh about 400 okay so [20:25] 400 so that's an 8K LTV right in terms of Revenue you're not profit but like 8K LTV like you should be able to spend 500 [20:32] bucks to a Car customer and not even sweat on it and so like if you pay up to 100 bucks a lead local so that you can [20:38] close 20% of those into contracts I'm not saying those are good numbers I'm saying those are exaggeratedly bad [20:44] numbers you still be fine right because even if you had to close Six customers the month it's three grand a month in [20:50] ads just to maintain it's nothing now in Jim want you talk about you know doing your six week transformation do you [20:56] still recommend that as the primary giveway because that's best has been the [21:01] rapper can change you know what I mean like I always call it's just wrapping paper on the present but like we're still doing nutrition we're still doing [21:07] workouts so like whether I do you know 6 week 42 days 21 days 28 days you know [21:14] belly fat blast meta metabog reset like you know slim by Halloween you know Lean by Halloween you know what it is slim [21:19] for Santa you know big booty boot CIP free sixe challenge 42-day detox like a [21:25] done them all like at the end of the day like all of those are rappers that you rotate locally just so that [21:31] your ads don't fatigue but you want to always push it into the same sales process so that the Ops don't change so [21:36] it's like the ad will change and then you get on the phone you're like hey what made you sign up for insert name of promotion they're going to be like well [21:42] I'm kind of overweight and you're like great what have you done so far right and you start going through it so my second question is you know with a [21:48] business partner who you know we have kind of like a different personalties we work really great together 17 years of a [21:54] great partnership how do we how do you manage what would you recommend my my [22:00] preferred mode is take risk scale fast like we we have momentum we're maxed out [22:06] in both our other gyms we have a great local rep reputation and recognition and [22:12] I'm like let's do you know let's do 10 of these in the next like three years and he's like loose his mind over it [22:18] like he's more of a pro it guy in your experience you know what's better you know speed yeah [22:26] or or or prove it you're both right a good partnership has a yes man and a and [22:32] a no man right and so like in my Dynamic with Lila it's like I'm yes she's no [22:37] right and that's basically how everything gets managed if it were up to me we joke like we would have a 100 [22:42] businesses if we're up to her we'd have none he says no because he's knows how much work it is right like if you're the [22:48] promoter and the you know CEO whatever you want to call it then there's usually more like strategic works or leadership [22:55] stuff but in terms of like daytoday they usually bear the brunt of the work and so it costs more to them it's more [23:00] painful and so I'll I'll give you my advice from what I would do having now worked with an implementer for a long [23:06] time is I say what would you need to see for us to be for you to feel comfortable with us doing that and then she'll say [23:13] here's the checklist if you do these things and you make sure these are the things that are that are done we can do the next one and then that way we have [23:19] an agreement and it's like and to be clear if we do the same checklist at location three you feel good again like [23:26] yeah I'm good again if we have these things and so and then you're and then you're aligned and then it's like cool let's [23:32] just keep the party going that's perfect yeah that's great that's great advice thank you so much I'm really excited [23:37] book and and and grateful for everything you've given out to the community of strength for sure appreciate it man [23:43] thanks Joe Nicole what's up I don't know if you remember me we met at Eric Su yeah [23:51] Mastermind so since then I started a podcast um doing pretty well I made most [23:58] my money as a Creator doing brand deals so for example I was big in in the [24:03] crypto space the second I started my podcast I had like a six-figure deal which coming to an end I don't think [24:10] it's going to be renewed everyone that I everyone that I talk to is like Nicole you've grown on all these social Pages [24:18] um not just my personal but like you know other brands that where I'm like curating other people's content and [24:24] everyone's like it's a no brainer do a newsletter um i t i to sill [24:29] Bloom for example you know who sells ads in his and that's his his model um but [24:35] you know then I also heard you say recently that like subscribers and followers don't really mean anything [24:41] like they're a vanity metric and you're like the game is now click retain reward [24:47] what exactly does that look like because I like it's like currently I have nothing to sell you you're good you're [24:54] good so it's it's it's two separate applications so from the grow perspective like growing the audience [25:00] getting more people to see your stuff like that in that world subscribers I mean Tik Tok has changed the game in [25:07] terms of how all the algorithms work right like right now if you have 10 million subscribers on YouTube if your [25:13] next video sucks it's not going to get views period yeah it works same thing with Instagram you see people with 10 million per you know 10 million accounts [25:19] make a post and it's got 300 likes on it right um it's because on the flip side [25:24] though it's good for new creators because you can come on with zero followers make a banging video and get 10 million views right and I I actually [25:31] think it's good thing for everyone because it equalizes the playing field it makes content King like the quality of what you put out which I'm always [25:37] down to compete on that and so um so that's from the growth perspective from [25:43] uh building out a newsletter like one is top of funnel the newsletter subscribers I mean that like those are customers you [25:50] know what I mean and so I I'm in no way against having you know a new a newsletter of any sort that provides [25:57] value especially to a nich audience cuz um a buddy of mine um has a ton of data on on subscriber stuff and like the ones [26:03] that do the best in terms of LTV and whatnot are typically uh hyper Niche and high value so usually a little bit [26:09] higher price point um but very specific to like the because they are so Niche [26:15] they can provide an EXT like a lot of value to a person versus being like super wide it's very hard to provide [26:21] tremendous value to everyone right it's kind of like Elon Musk thing of like you can either provide a little bit of value to a lot of people or a lot of value to [26:27] a few people and so I think if you feel like you're better at a specific Niche I I think I think it makes sense for you [26:33] to go top of funnel is just get really good at making content and then that [26:38] just converts into your subscriber network uh so your newsletter and then you sell ads to the newsletter if you [26:44] want to from an endorsement perspective you can also have your own products if you want to um but you just become a media business at that point which is [26:51] fine I mean I'm I'm a big fan of media businesses okay that's really helpful the other question that I had your [26:57] Dynamic is so different than what we we've seen in like traditional relationships yet it still works and you [27:03] guys kill it so what what's that Dynamic like and how is it different and why do [27:09] you feel like you guys Thrive we set out to solve a different [27:14] problem with our relationship and so I think that the premise that most people come into the relationship with is different than how [27:20] Lea and I approach the relationship and I think that's where I think fundament like you know like when you're solving a business problem I'm sure you probably [27:26] asked this it's like what problem are we solving right it's like the first question you ask is like what problem are we solving and so most people don't [27:32] even a ask that but B if they do ask that um they're usually trying to solve a different thing they're like I want to [27:38] have lots of romance and this big Hollywood love which from everything [27:45] that I know is something that is shortlived and then disappears and then you were left with someone that you were [27:50] looking at and you're like well what do we have in common right and so Lea and I had both rode that that roller [27:56] coaster multiple times before and we like and we both were at a point where we're like you know what and mind you I [28:02] was very you know dejected at the time when I met her I was like listen I'm not trying to do anything I'm trying to build this this is what I'm doing and [28:08] the first 30 dates we had were 30 days in a row where after our first date [28:14] where we went to frozen yogurt the next date was not a date I was like I'm going to be working from 9:00 until I go to [28:20] sleep so if you want to work with me you can and so that was what we did every [28:26] single day is that I was like like I'm going to be working if you've got work we can work together and so it ended up [28:32] just being somebody that I enjoyed a lot spending a lot of time with and the romance stuff honestly I feel like didn't really like kick in until like 2 [28:39] and 1/2 years into our marriage and I think that our relationship was based on that like respect was first and then we [28:47] learned the love part it's very hard to learn respect being hot or being physically attracted to somebody I feel [28:52] like is the it's the ticket of Entry it's not like I see a lot of successful guys go find the the Instagram model I [29:00] meet said Instagram model and I'm like how do you live like this like I would I would kill myself if I had to talk to [29:06] this person every day right and they're like oh the secret is I don't talk to him I'm like that sounds horrible right and so again it's like they were solving [29:12] a different problem and so for me my goal is always has always been number [29:18] one like where I want to go right and having somebody who wants to go that way [29:24] with you because I was engaged prior to Leila right wonderful girl um but we ultimately ended up deciding [29:30] to cut it off because we simply had different goals for our lives she was like I want to do this and I was like I [29:35] don't want to do that and it was like what are you going to do and we're like maybe you're a great person and I'm a [29:41] great person we're just not necessarily like meant to be and that's okay because I think on some level like we say these things like non-negotiables but then we [29:49] negotiate and so it's like either it's a non-negotiable or it is negotiable and for me it's like where I want to go is [29:54] not negotiable so it's like I have these goals which is where I want to go my values which is how I want to get there [30:00] and then lifestyle which what are my interests right and if I can find somebody who wants to go the same place the same way and have and likes doing [30:06] the daytoday the same way as me then I'm good like the fact that Lela was into fitness was like great I go to the gym [30:11] too you go to the gym like it's not going to be weird you're not going to be like oh I don't want to you know like she's in the same mindset of that right [30:17] if I'm like hey I want to go invest in this Workshop or something she's not going to be like I can't believe we're [30:22] spending $110,000 on this it's like that that person who would say that is not my partner and I think um in [30:30] terms of me being the guy telling you what like the number one thing that attracted me about ilila was that Lea [30:36] never tried to change me if you want to do big things then whoever is going to [30:41] come along with you has to be equally big as a person and I think a lot of people settle for a $45,000 [30:50] employee I mean and you can even it's if someone in the reverse if I were you and someone's like man I'm looking for a [30:55] wife and I'd be like what are you looking for out of a wife like talk like not politically correct like what are you actually looking for and so then if [31:02] they're like man I would love if someone cooked and clean and and fed me and and washed my clothes and iron and blah blah blah blah blah you're like okay question [31:09] if I paid someone $45,000 a year to do that professionally then what would our [31:14] relationship be cuz that that's an expense you know what I mean like we can just write the [31:20] check and like all those things are solved so like now whaty Andy what's up man what is up Miss [31:27] Mr Alex Hermos okay so question I have for you I've heard you talk a lot about investing in the S&P me instead of the [31:34] S&P index like the Mi 500 right what would you say with those skill Acquisitions like which skills and in [31:40] what order would you suggest maybe a person to go through because that kind of ties into your skill stacking is there a methodical way that you think [31:47] yeah this naturally ascends to the next one I would think about it from the order of how you would actually make money so it's like well I have to have [31:55] something to sell right so you have to have some sort of Base skill that you could sell if you're going to get into services or have some sort of based [32:00] product right once you know how to do that so like if you're getting into e-commerce you have to build a store [32:05] talk to manufacturers make the thing that you're going to sell step one on the services side it'd be like what's [32:11] the key skill that I'm going to acquire to show people how to do it and you can acquire that skill by like working a job [32:17] buying a certification going through a course going to a workshop like I learned I learned how to run Facebook [32:22] ads at a workshop you know what I mean it cost me three grand um at the end of the workshop I know how to run Facebook ads and so and that $3,000 has made me [32:29] many more than $3,000 over the rest of my career so point being first thing you start with the thing right the second [32:37] thing you're going to do is that you have to focus on promotion so it's going to be advertising and if you think about this is the order I did the books right [32:43] offers is what answers the question what do I sell and leads answers the question who do I sell it to right so like once [32:48] you have the thing then you got to go sell the thing and let people know about it and you have to advertise and so that [32:54] is that is that would be the second big skill stack the third one would would be conversion which is like kind of [32:59] persuasion so sales and there's different ways you can do it so like you could learn how to build you know shopping pages in e-commerce that [33:05] convert you could take phone sales you can learn how to to pitch and make vsls all of those things and then finally if [33:10] you want to like learn the next piece would be leadership and operations because then you're going to have to hire people to help you out with the the [33:15] caliber of people you work with and the different levels that they're at has there been anything that you would say maybe is the common one or two missing [33:22] principles that most business owners are not doing or if it's maybe questions that they're not quite asking that you [33:28] like sometimes if you're only to do like the one or two things not that they're not all important what are they yeah so [33:33] I I just did a tweet the other day but like the difference between you know a thousand and a million uh is skills [33:39] right the difference between a million and 100 million is character difference between 100 million and a billion in my [33:45] opinion we'll see if it works is time uh and so once you have the base skills [33:51] then it's really becomes about who the person is and so as you scale up the [33:56] speed of scaling often correlates with the speed of talent recruitment because [34:02] if you are a shitty person or a shitty boss or a bad leader or can't have cast division or can't explain why this is going to benefit a lot of people not [34:07] just inside the business but also outside the business then you're not going to get the best people and if you don't have the best people you have to work overtime and then you never really [34:14] able to pull yourself out of the business and so you can measure the qual you know the size and the scalability of [34:19] the company by the talent that they can attract like there's a reason that Google and meta and Goldman Sachs and [34:26] all of these ones pull from from all the Harvard you know all the IV League schools and all that stuff and you know we make fun of those people but they [34:32] also make all of the money and so it's because they go they have a brand and they have a huge pipeline of uh training [34:40] that they train people on and people also know that when they go to that brand Goldman Sach McKenzie whatever that they're going to be able to go and [34:46] do whatever they want afterwards and so like what happens is you realize that there's a two-sided funnel right so on [34:52] one side you have to learn how to attract customers but on the other side you have to learn how to attract talent [34:57] because if you just only know how to track customers then everything always breaks and you can never get over the hump and you can never scale brilliant [35:04] brilliant man well man thank you for reaching back and helping all of us go [35:09] forward and taking the shortcut uh how would you approach [35:15] creating strategies to generate leads and cultivate enduring customer relationships in this rapidly evolving [35:22] Enterprise B2B landscape right when I say Enterprise let me clarify I'm speaking to Fortune 500 uh Global 2000 [35:30] type organizations I'll tell you two very different things um on one hand I've got a buddy who sells only to [35:36] Fortune 100 um and he was telling me that one of their most profitable strategies was hiring people from The [35:43] Fortune 100 in the Departments that they're trying to get on board and then they hire them and they already have all [35:50] the sway all the influence all the no all the knoow and then they can bring that account with them and then the [35:57] major majority of their revenue actually just comes from cross- selling all the different uh markets that those people [36:04] are in right so it's like okay I had to start with you know Google Southwest whatever right and then I have then I'm [36:10] moving on to Google Mexico Google latam or whatever right um and so those are the two biggest areas of expansion from [36:16] that perspective um in terms of the Legion like I don't think the legion really changes very much I think more or [36:23] less it's just how quickly can I involve as many stakeholders as possible and make sure that my pitch is oriented to [36:28] them looking good and them having no risk in terms of their job it's like [36:34] here's my path to you getting promoted in a raise and here's there's no downside like it's all about them you [36:40] know what I mean but I think I think part of it is like and I'm assuming you're a leader in the company um I [36:46] think a lot of it is really getting the commission breath out of the sales guys um and oh this is like I'm getting into [36:53] tactics but um is you know I love the term bam f right book a meeting from a meeting [36:59] which is that we never have anyone falling through the cracks like we always know what we're doing to move the ball forward and I think some guys get [37:07] tired or they I don't want to say lazy but like they get tired and they're like yeah I'm waiting for a response from that it's like well when are when are [37:13] you meeting with them it's like well I'm waiting for the response it's like if you're not if you're not able to push the ball forward from one meeting to the [37:19] next like that in my opinion is a loss like that's a that's like a missale even though maybe you could save it but you [37:25] can dramatically decrease inrease the pipeline because even setting the frame with the Enterprise sale of listen [37:33] normal Enterprise sales take 12 months 18 months 6 months depending on the thing that you're selling if you explain [37:38] to the prospect you're like listen it actually doesn't take 12 months it takes 48 [37:44] hours hours of work not time so if we have 48 1hour meetings to get this done [37:52] we can just take that and we can stretch it over 2 years or we can do it in three 3 months it's really up to you and I [37:59] think even just setting that breaks a little bit of the like this feels fast kind of language that a lot of like more [38:04] corporate people will use and then making sure that the bean counters who are approving budget like hey I'm just [38:11] being real um yeah that that that their asses are covered and that they can look [38:16] good yeah for sure no it's all good feedback my friend so uh just quick follow-up question then I'll let you go [38:23] regarding lead gen specific you know the companies we can compete against you're very familiar with MacKenzie exent right [38:29] it seems like a lot of Le gen is based on content specifically gated content um [38:34] and you know part of your value equation that I really like is you know value on the front end which is kind of difficult [38:40] at the Enterprise level um any thoughts there moving forward is that do you see that you know kind of staying the same [38:46] maintaining that I think that's 100% yeah I mean I think it's the same reason McKenzie for example puts out all those white papers and Goldman Sachs put all [38:52] their industry analysis out right and you opt in you get it and then they'll follow up with you and I think I mean I mean in my opinion this may be an [38:59] oversimplification but I'm a simple guy like I'll I'll get the name from anywhere in the org that that downloads [39:05] the thing that's valuable for them and then that's where the scripting comes in of the Judo of like hey you got this [39:11] thing what are you getting this thing for well we're working on this initiative whatever it's like well like what's you know you get into s like you [39:17] get into sales like what's the objective what are you guys trying to do cool who else is involved and then you start then you start moving your away through the YG so I want to pull the thread from [39:23] wherever I can or sorry get the thread and then just start pulling my way no [39:29] that's that's great stuff man I really appreciate it uh looking forward to the new release on Saturday man thanks brother I appreciate your time

===FILE=== aX0A7HzDyTw - The Two Questions Every Sales Rep Must Ask.txt
https://youtu.be/aX0A7HzDyTw
The Two Questions Every Sales Rep Must Ask

[0:00] Hey, what's going on, brother? Can you [0:01] hear me? Okay, [0:02] I can. What's up? What's happening? [0:05] What's going on, man? I just want to say [0:07] first before we start that you made me a [0:08] lot of money. Uh, more than I ever [0:10] thought I could make and I want to thank [0:13] you for everything you're doing, man. I [0:14] really do appreciate it. [0:15] Well, thank you for actually taking [0:16] action. It makes my fills my heart. So, [0:19] what's cooking? [0:20] Oh, yeah, man. Yeah. So, I'm getting a [0:23] little feedback, so I might mess up [0:25] here. However, [0:26] I run an uh marketing agency for [0:30] B2B SAS service, mostly professional [0:33] services. We did about 1.2 million [0:37] uh trailing 12 months. I want to do 10. [0:39] Okay. [0:40] Bottleneck right now is I'm totally [0:42] keyman risk in sales and ascension. [0:44] Okay. [0:45] The only one that can reliably close and [0:47] upsell clients [0:50] thanks to money miles book though. to [0:52] our core offers. The front end 16 weeks [0:55] guaranteed 20 qualified calls for these [0:57] folks. I close like 34%. [1:00] Okay. [1:01] The closer that I hired in the US closes [1:03] 0%. [1:04] That is worse than 34%. [1:06] Terrible. [1:06] Yeah. Quite bad. [1:08] Yeah. [1:09] Them maths don't math. [1:11] Problem is I'm in Spain. [1:12] Yeah. [1:13] Okay. [1:14] He uh he's in the US so he has a full [1:16] calendar. I have a half calendar. [1:18] Okay. [1:19] Right. So that's problem number one. [1:20] Problem number two is on the back end [1:23] only about 10 to 15% of pilots ascend to [1:25] our long-term. We have a bolt-on. [1:27] Yeah. [1:27] Nobody's buying it. [1:29] Okay. So, you have two separate [1:30] problems. Let's do [1:32] Yeah. Go ahead. [1:32] Right. [1:34] Okay. [1:34] We dramatically outperform the promise [1:38] though. [1:38] Okay. [1:39] So, we get about 59.8 calls for these [1:42] folks over 16 weeks. [1:44] Okay. Let's just separate the problems [1:45] into one at a time though. So problem [1:47] number one is that you're dealing with a [1:49] closer issue [1:50] and problem number two is that you don't [1:51] have you have lack of ascension, right? [1:55] Yes. [1:55] Are you taking the ascension calls? [1:59] Um I will hop in when we've identified [2:02] an opportunity for it. [2:04] Well, who's taking the call as I should [2:06] because my counter's full. [2:08] So but who who's taking the ascensions? [2:12] I have a like a CS leader who's [2:15] essentially taking those and making [2:16] those offers and I will kind of check it [2:19] up, but it's not really refined as a [2:21] process, I guess. [2:22] Got it. My team's also telling you to [2:24] turn down the volume on me. That might [2:27] help with the feedback. [2:28] Okay. [2:29] Um Okay. So, let's let's deal with [2:31] problem number one, which is which is [2:32] that you haven't been able to duplicate [2:33] a salesperson. So, um number one is do [2:36] you have a script? [2:39] Yes. And this guy, is he following said [2:41] script? [2:44] He's very script adherent, but he's not [2:47] asking the sort of what's behind that? [2:50] How do you mean by this [2:52] specifically? Like he's not he's okay [2:54] with surface level answers, [2:56] right? And so, uh, you have the sales [2:58] handbook that I have, right? My sales [3:00] handbook. [3:01] Absolutely. [3:02] Okay. So the issue that we're missing is [3:05] you just have to train them on saying uh [3:08] these two things literally. All right. [3:11] This is what you're and you're going to [3:12] role play with this. [3:14] Can you tell me more about that? Can you [3:16] give me an example? [3:17] And you're going to rotate back and [3:18] forth. And so he says, "Hey, you know, [3:21] uh you know what brought you on the call [3:22] today? Uh you know, I saw this and that. [3:23] Okay, I'm guessing you're not doing this [3:24] and that all day. What problem are you [3:26] trying to solve?" "Ah, you know, I'd [3:27] like to get more calls." "Okay, got tell [3:29] me more about that." [3:31] And then they tell you more about that. [3:33] And then you say, "Can you give me an [3:34] example?" And he's like, "Well, XYZ." [3:37] And you're, "Huh, tell me more about [3:38] that." You literally alternate back and [3:39] forth between, "Tell me more about that. [3:40] Can you give me an example? Tell me more [3:41] about that. Tell you give me an [3:42] example." Until you get something meaty. [3:45] It's just way better than saying why Y, [3:47] right? It's the equivalent of that pain [3:48] cycle for someone. So, you have to role [3:51] play with him on that part. And so, he's [3:54] getting the first part of the script, [3:56] but he's not learning how to dig for [3:58] pain. [4:01] And so the first part of [4:02] that could be true, but also [4:05] was just curious about is the offer not [4:10] obviously we've been my idea on the [4:12] ascension is that the people who do [4:13] asens we're talking one problem at a [4:15] time. One problem at a time. One problem [4:17] at a time. [4:17] There's the front end sale and there's [4:19] the ascension. We're not talking about [4:20] ascension. We're talking about front end [4:21] sale because that's what's [ __ ] up [4:21] right now because you can't even focus [4:23] on the ascension because you got to take [4:24] the front end sales. [4:26] Right. [4:27] Yeah. and and he's talking to these [4:29] middle market people and there's the [4:31] multi-threading aspect, there's the [4:33] sales cycle aspect. He's going to bring [4:35] in people at the table, the director of [4:37] marketing into stuff like this. [4:38] Well, who do how do you close? [4:40] How are you closing? Are you doing that? [4:44] Absolutely. Yeah. [4:46] Okay, then [4:48] so Okay, let me say this differently. [4:51] You're doing something that he's not [4:53] doing. [4:55] You have to identify what you do. that [4:58] he's not doing and get him to do that. [5:00] And he might also be doing things that [5:02] you don't do or saying things that you [5:03] don't do. And you got to get him to stop [5:05] doing those things. [5:11] And the only way you're going to do that [5:12] is through role playing. [5:13] I hear you. [5:13] And the only way you're going to do that [5:14] is through role playing. [5:17] How often are you role playing with him? [5:18] Yeah, I hear you. Every day. [5:22] How do you role play? [5:24] Yeah. [5:26] Um I we give an example of said person [5:29] the SAS company I'm doing this da da da [5:31] like whatever we get from the the [5:33] marketing form that comes in [5:36] and then we just start with the script [5:38] and he goes through the script [5:39] and it's [5:41] perfect you I mean it seems like great [5:44] and then he gets on the call I mean this [5:46] guy's a good salesperson he's done all [5:47] types of sales this and that first time [5:49] doing remote though [5:52] it fits the parameters from like like a [5:54] psychological perspective I just I'm a [5:56] marketing guy. I know like an ad works [5:58] when an ad works, a landing page works [6:00] when a landing page works. But when I [6:01] think about sales, it's quite difficult [6:03] for me to understand like what am I [6:04] doing differently that he's not. [6:06] It's hard for me to identify these [6:07] things. [6:08] You just have to like if he's saying the [6:10] initial questions and he's not quote [6:11] digging for pain, it's likely that [6:13] you're trying to get him to sell like [6:15] you. And this may sound in contrast to [6:18] what I was saying before, but it's more [6:20] that like when you create a truly good [6:22] script, it doesn't require an expert to [6:24] sell it. And so if you have a purely [6:26] authoritative consultative based selling [6:28] style, which a lot of founder, you know, [6:30] founders do, then it requires on you [6:33] knowing more than the prospect and then [6:34] them being impressed by you because you [6:36] get really into the weeds and then [6:37] they're like, "Wow." And they buy, [6:39] right? [6:40] That is not how you can treat teach, [6:42] right? That is not how you can teach a [6:43] team to sell. [6:45] We have to dig into the pain but offer [6:48] absolutely no solution. [6:54] So all we do [6:55] That's absolutely right. [6:56] Yeah. So the part that you're missing in [6:57] your sales process and the part that you [6:59] need to review and probably train with [7:01] him is the discovery process. So if we [7:03] break the if we break the script right [7:04] now. So when you're doing your role [7:06] playing, are you fe theming the day? [7:09] Say again. Sorry. So, if we if we're [7:12] training if I'm training somebody on [7:13] sales, [7:14] I'm going to train them differently all [7:16] five days of the week. So, on Monday, [7:17] we're going to work on the intro purely. [7:19] How do we open the call? How do we set [7:21] the frame? And just go back and forth on [7:23] that part of the script. That's it. [7:24] We're going to role play that 10 times [7:26] for the day. That's it. [7:28] Tomorrow, we're going to go through [7:29] disco. We're go through discovery and [7:32] we're going to we're going to basically [7:33] practice. Tell me more about that. Can [7:34] you give me an example? Tell me more [7:36] about that. Can you give me an example? [7:37] Now, the second part of discovery as we [7:40] transition into pitch is going to be the [7:42] recap, which is so it sounds like you [7:45] match what they said the problem is to [7:47] what you solve. So, it sounds like [7:48] you've got you said this, this, and [7:50] this. It sounds like you've got an ads [7:52] issue and it sounds like you've got a [7:53] funnel issue. Does that sound about [7:54] right? Great. Once we basically do a [7:58] pain stack at the end of like that pain [7:59] cycle, so we figured out problem one, [8:01] problem two, problem three, and the sub [8:02] problems. You say, "Okay, because you [8:03] said XYZ, it sounds like you that that [8:05] is that true. You know, ZYW, it sounds [8:08] like you've got this. Is that true?" [8:10] Great. So, we get agreement on the [8:11] problems. You say, "You know what? I [8:12] think you'd be a perfect fit for what [8:13] we've got. Can I tell you a little bit [8:14] about it?" Great. Now, we're in pitch. [8:16] So, on Wednesday, we practice the pitch. [8:18] Now, the pitch should be short, man. [8:20] Pitch is like 60 to 90 seconds top. It's [8:23] three three things. We do X, we do Y, we [8:26] do Z. And for each of X, Y, and Z, we [8:28] have an unbelievable example of why it [8:30] would be ridiculous not to believe what [8:31] I'm saying. [8:34] So you're doing, you know, $2 million a [8:36] year. [8:36] Closed though. [8:37] That's fine. Doesn't matter. Is he [8:38] setting for you? [8:40] So you just started off at O. You just [8:41] start off at O and then you move to [8:43] review and cap and then S when you go to [8:46] the second call or [8:47] you still got to go CLLO again. You [8:48] still have to reset the frame. [8:52] Okay. [8:52] Is he setting and closing for himself? [8:54] He has his own. [8:56] Yeah, for himself. [8:57] Do you have a VSSL between? [8:58] We have too many calls. [9:00] We have a super good VSSL and a super [9:03] good thank you video. Like 300 calls, [9:05] 200 live calls um a month right now. [9:10] Right. And so All right. Tell me what [9:13] this offer is real quick. [9:16] I would love for you to know that. Yeah. [9:17] So it's 16 weeks [9:20] um 20 qualified calls. [9:24] It is either they can split split pay [9:27] that for eight and eight [9:30] eight now eight at launch or 13.4. My [9:32] plan is like just increase that as we [9:34] keep getting more results. [9:36] Sure. [9:37] And then we have a bolt-on there. [9:38] What's the qualifier for them to get on [9:40] the call? [9:42] Say again. [9:43] What's the qualifier to get on the call? [9:47] Uh their ticket price has to be for [9:50] their product, their ACV has to be over [9:52] 30K. What about the revenue? [9:56] 500K. [9:57] Okay. [9:57] Minimum floor. [9:58] Yeah. I mean, that price point's fine. [10:00] All that stuff works. So, do they not [10:03] believe you? [10:06] I I mean, [10:08] the thing is, too, though, is that like [10:10] what I've noticed is that he's not [10:12] opening the doors and closing them. [10:13] Like, he's not killing zombies [10:14] proverbally. [10:15] Uhhuh. [10:17] Um, [10:18] yeah. He's [ __ ] up Discovery. [10:19] Oh, I don't know if ads are going to [10:20] work for me. [10:20] He's [ __ ] up Discovery. I mean I'm [10:21] I'm just everything you're saying he's [10:23] missing disco. He's just got you need to [10:25] role play him on disco. That's the [10:26] issue. [10:26] I'm just saying like that's the root [10:27] problem. That's so right now if that's [10:29] the core issue then you're probably [10:30] going to disco times and then once he [10:32] gets unfucked on disco then every day of [10:34] the week you go intro you go train on [10:35] disco. Then you train on pitch. Then you [10:38] train on close which is objection [10:39] handling. And then on Friday you train [10:41] again on the thing that he's weakest at [10:42] which probably for a while will also [10:43] still be discovery. [10:44] That's the training cycle. And don't let [10:46] him just say the script. Don't let him [10:48] just say the script. He goes through the [10:50] script and stop him the moment he [ __ ] [10:52] up and then get him to do it the right [10:53] way and try again. [10:54] You have to stop him in real time. [10:57] Otherw if he just goes through it and [10:58] then try and give him feedback at the [10:59] end, it's not going to work. It's not [11:01] how people learn. [11:02] Mhm. [11:03] So you should tell him up [11:05] per month problem that he Yes. 100%. And [11:08] so you have to set the set the stage up [11:10] front. Hey, listen man. I'm going to [11:11] role play with you. I'm going to change [11:12] how we're doing it. The moment I see you [11:14] mess up or not do something wrong, I'm [11:16] going to correct you. But here's the [11:17] thing. when he's doing it right, I want [11:18] you to have your thumb up and I want you [11:20] to nod while he's talking. So, I want [11:21] him that visual feedback [11:23] that he's doing a good job when he's [11:24] doing it right. And then as soon as he [11:26] gets it right, say, "Great. Let's lock [11:29] it in. Do it again. Great. Do it again." [11:31] So, as soon as So, if let's say you get [11:33] something wrong, you say, "Awesome. Do [11:34] it like this." He does it. If he does it [11:36] correctly, then you have to do it three [11:37] more times before he gets to move on. [11:41] Rock and roll, man. Dude, [11:44] that's the That's the thing that's [11:45] missing right now. All right. I think if [11:47] you solve that problem, you'll be able [11:49] to have the bandwidth to go solve the [11:50] ascension issue because honestly, you [11:52] just need to take the ascension calls [11:53] for now. Put a VSSL there and you should [11:55] be fine. You have a CS person doing [11:57] sales. Obviously, that's the issue. [11:59] Yeah. No, you're absolutely right. I [12:00] really do appreciate. I mean, I just I'm [12:02] glad to know that the offer looks good. [12:04] It's fine, dude. Honestly, it's [12:05] underpriced. It's actually a little [12:06] underpriced right now, but like let's [12:08] solve the sales problem. But I think to [12:10] a degree, you're too cheap for some [12:12] Like, think about it. you're charging [12:14] $13,000 for somebody who has a $30,000 [12:17] per customer. So, it's like it's like [12:20] No, I'm saying I think it might it [12:22] actually might be below the point of [12:24] point of marginal cheapness, which is [12:25] PMC. You might be so cheap they don't [12:27] even believe you can deliver. [12:31] Like you might sound small racking up [12:33] the price because I'm already planning [12:34] on [12:34] I think you I think you sound small [12:36] time, dude. [12:38] It sounds too cheap. If I have a 30k [12:40] average, [12:41] I mean at least one or two clients [12:42] worth. [12:45] Yeah, cuz I mean we're signing folks [12:47] that are like deals are like 500k, 800k. [12:50] Yeah. It's just not believable, dude. [12:52] It's not believable. It's not [12:53] believable. [12:54] Yeah. [12:56] I would go 15k a month, man. If these [12:58] are the people you're dealing with and [12:59] they're signing 500k deals, then like [13:01] it's it's a rounding error. They just [13:02] don't believe you can do it because [13:03] you're too cheap. [13:06] So, still break it into like per month, [13:08] but the prepay or the split. Do you like [13:11] that kind of setup or should it be [13:12] monthly? [13:13] Dude, it shouldn't even matter if [13:14] they're actually making that amount of [13:15] money from customers. They shouldn't [13:16] even need a payment plan. Like 13K, 8K, [13:19] it's like doesn't it's irrelevant. [13:22] Yeah, I hear you. [13:23] Right. [13:24] [ __ ] man. [13:25] They just don't believe you. It's too [13:26] cheap. [13:28] And then take the ascension calls. Yeah. [13:30] And just crush it. [13:31] Drill disco with him. raise price, you [13:35] take ascension calls. [13:36] One, two, three. [13:37] Rock and roll, man. Hell yeah. [13:39] Appreciate you, man. [13:40] Hell yeah, dude. Appreciate you. Take [13:42] care. [13:42] Thanks, brother. If you're a business [13:44] owner and you are not growing as fast as [13:47] you'd like, I'd like to give you a free [13:48] gift. So, my team and I put together the [13:51] $100 million scaling roadmap, which is [13:52] basically 200 hours of us looking over [13:54] all the portfolio companies we've had [13:55] and what stages of growth they went [13:58] through, and more importantly, where [13:59] they got stuck and how they got past it. [14:01] And so we broke it into these 10 stages [14:03] and we made this little kind of quiz [14:05] thing where if you put in your business [14:06] information, it'll tell you where you're [14:08] at and the most important part for you, [14:09] what to do for each of functions of the [14:11] business across product, marketing, [14:12] sales, customer success, recruiting, IT, [14:14] human resources, and finance. And so no [14:16] matter what you're struggling with, [14:18] someone else has already struggled with [14:20] it and solved it. And so I'd like to [14:21] give you this thing absolutely free. You [14:23] can go to acquisition.com/roadmap, [14:25] plug in your business information, and [14:26] if you want us to actually help you [14:28] deconrain the business and you're trying [14:30] to scale, we'd love to help you out on [14:32] the thank you page. You can just book a [14:33] call with my team and we will look at [14:36] the business, see if we can help, and if [14:38] we can, we'll invite you out to Vegas [14:39] and we'll do this in person live.

===FILE=== avUZMPHNPfE - Anthropic Engineers Don’t Code Anymore.txt
https://youtu.be/avUZMPHNPfE
Anthropic Engineers Don’t Code Anymore

[0:00] You said that AI implementation is a [0:01] business that you'd recommend. Yes. [0:03] Should I learn to code for it or just [0:04] skip the basics and go all in on Claude. [0:06] I see these as like um happy to glads. [0:10] Uh a lot of like so in anthropic right [0:14] now and so this is a little bit hearsay. [0:16] Um per my understanding none of them [0:18] have hands-on keyboard. So none of them [0:20] are actually coding. Everyone has swarms [0:22] of agents that are they have 20, 30, 50 [0:25] agents at a time that are doing their [0:27] coding and they're basically full-time [0:28] in project management code review. [0:30] That's all they're doing and that's why [0:31] they're shipping so much stuff so fast. [0:34] And so um if you you kind of can skip [0:37] over that that chunk of time right now. [0:39] Um and the nice thing is that AI is the [0:41] first product that has ever existed that [0:43] will teach you how to use it. [0:46] You just say, "How do I use you? What do [0:48] I do now?" Um, and so yes, I think that [0:51] is AI implementation is a great business [0:53] that I would recommend. Um, and I [0:55] wouldn't even think about what's my [0:56] vehicle. Start with the problem. What [0:58] customer do you want to serve? What [1:00] problem do you want to solve? Go solve [1:01] that problem. Elon has this great story [1:03] about this which is like if you're like, [1:05] I want to learn to code. That's very [1:07] hard. It's like saying, uh, this is what [1:09] a wrench does. And explaining what a [1:11] wrench does. It's much more useful to [1:13] say, hey, let's open up the hood of this [1:15] engine. And then they're like, well, how [1:16] do I open the hood of the engine? you're [1:17] like, you need a wrench. And now the [1:19] utility of the tool has a purpose and a [1:22] reinforcement that's attached to it. And [1:23] so if you want to start with the [1:25] business owner, sort with the problem [1:27] and then try and solve the problem and [1:28] then you will learn tools in a [1:30] contextually relevant way which will [1:31] actually make it useful and you actually [1:32] learn it. If you're a business owner and [1:34] you are not growing as fast as you'd [1:36] like, I'd like to give you a free gift. [1:38] So my team and I put together the $100 [1:40] million scaling roadmap, which is [1:42] basically 200 hours of us looking over [1:43] all the portfolio companies we've had [1:45] and what stages of growth they went [1:47] through and more importantly where they [1:49] got stuck and how they got past it. And [1:51] so we broke it into these 10 stages and [1:52] we made this little kind of quiz thing [1:54] where if you put in your business [1:55] information, it'll tell you where you're [1:57] at and the most important part for you, [1:58] what to do for each of the business [2:00] across product, marketing, sales, [2:01] customer success, recruiting, IT, human [2:04] resources, and finance. And so no matter [2:06] what you're struggling with, someone [2:07] else has already struggled with it and [2:09] solved it. And so I'd like to give you [2:11] this thing absolutely free. You can go [2:12] to acquisition.com/roadmap, [2:14] plug in your business information, and [2:15] if you want us to actually help you [2:17] deconrain the business and you're trying [2:19] to scale, we'd love to help you out on [2:21] the thank you page. You can just book a [2:22] call with my team and we will look at [2:25] the business, see if we can help, and if [2:27] we can, we'll invite you out to Vegas [2:28] and we'll do this in person live.

===FILE=== bHnVItVGJPA - $100M Salesman Reveals #1 Persuasion Hack.txt
https://youtu.be/bHnVItVGJPA
$100M Salesman Reveals #1 Persuasion Hack

Intro [0:00] In this video, I'm going to tell you the [0:01] number one way to increase the [0:03] percentage of sales that get closed by [0:05] you and your team through a systematic [0:07] process. And if you don't know who I am, [0:08] my name is Alex Mozi. I have an [0:09] acquisition.com. Uh it's a portfolio of [0:12] service uh coaching, e-learning, info [0:14] businesses that do about $85 million a [0:16] year. And so the reason I want to make [0:18] this is years ago I was recruited to [0:21] bring in or to be brought in and flown [0:23] in for a sales consulting gig, which I [0:26] don't do. It was it was years ago, but [0:27] the team was selling mortgage leads. And [0:29] so what they wanted me to do is the [0:31] first half of the day, I I took apart [0:32] the the actual sales script and [0:35] rescripted everything, kind of reframed [0:36] the offer, all that kind of stuff. And [0:37] the second half of the day, I was [0:38] supposed to uh train the team. And so [0:40] after spending the first half on that, [0:41] talking to the founders, all that kind [0:42] of stuff, the second half, they had a [0:43] nineperson team and they were selling [0:44] mortgage leads. And when I walked in, [0:47] the first thing that I asked the team [0:49] was, "Hey," and they were like, "Hey, [0:51] this guy John's been kind of a problem." [0:53] I was like, "Okay, cool." I was like, [0:54] "Hey, John, how good are the leads?" [0:55] whole team's there. It's quiet. Every [0:57] like pressures on John. He's like, [0:59] "Well, I mean, they're um" And I was [1:02] like, "I'm good. Thanks so much." And [1:03] everyone was like, "What is happening?" [1:05] I was like, "Dude, I can give you the [1:06] best script in the world." I was like, [1:08] "But if you don't believe in the [1:09] product," I was like, "None of this is [1:10] going to matter." I said, "If you [1:12] believed in the leads," I was like, "You [1:14] wouldn't even need the script because if [1:16] you were to ask me the same question and [1:18] I truly believe that these leads were [1:19] amazing, I would be like, "Dude, these [1:21] leads are sick." I mean, right now, my [1:23] my cousin is a realtor and I'm sending [1:26] her leads right now because she's [1:27] already building so much of a pipeline [1:28] from it. I'm actually studying for a [1:30] realtor exam so that I can so I can buy [1:32] these leads from this company and not [1:33] even sell these but sell houses instead, [1:35] right? Because houses have a much bigger [1:37] ticket than these leads do. And so for [1:38] me, like I'm just basically waiting to [1:40] get through to that point so that I can [1:42] move out on my own. But yeah, I mean [1:43] these leads are awesome. So the way that [1:45] you talk about the products that you [1:48] have will indicate the level of [1:49] conviction that you have and the best What is conviction [1:51] salespeople are true believers and you [1:54] that's why a lot of great salesmen come [1:56] from clients who've used the products [1:58] and services if it makes sense for them [2:00] you know for for their life and whatnot. [2:02] And so people will believe like if you [2:04] think about what sales really is. It's a [2:06] transference of conviction. And so [2:08] you've got some person who doesn't [2:09] believe, one person who does believe, [2:11] and trust is what completes the [2:14] transfer. And you have to duplicate the [2:16] conviction in this person and this [2:17] person. And so if a salesperson doesn't [2:20] believe in the product, they have no way [2:22] to transfer the conviction because they [2:23] have no baseline of conviction to work [2:25] off of. And a different version of this [2:26] happens when people start hot, they do [2:29] really well, and all of a sudden they [2:31] start not selling as well. It's not [2:32] because they don't know how to sell. And [2:34] training is not the thing that's going [2:35] to fix the problem because if they're [2:36] already closing before and they're not [2:38] closing now, it means they've changed [2:40] something. And oftentimes it's because [2:41] they've heard something from one of the [2:44] prospects they sold that something was [2:46] not good. And so the way to prevent this [2:48] and to actively increase conviction, [2:50] which is what's going to change the way [2:52] they say the words on the script, is by [2:55] actively having a process to make them [2:57] believe. And so obviously the way to [2:59] make them believe is to actually have a [3:00] good product. But in terms of [3:02] systematizing that, it's having a [3:04] regular cadence between customer success How to increase conviction [3:06] and sales. So this is me getting a [3:08] little bit operational with you, but [3:09] this is how it works. You meet weekly [3:10] and you have both teams on and the [3:12] people from customer success share the [3:14] wins of the clients who are going [3:16] through the program. That's on a weekly [3:17] basis. It's in a long form format. It [3:19] also serves as as a way for them to talk [3:21] back and forth to each other. The sales [3:23] team can see what's happening on the [3:24] customer success side. The customer [3:25] success side can see what's happening on [3:26] the sales side. And you create crossd [3:28] departmental knowledge which is really [3:30] useful because the sales team knows not [3:32] to say some things because people are [3:33] misunderstanding them and the success [3:35] team is giving the sales team ammunition [3:36] for the things that they know that [3:38] they're doing to deliver that makes them [3:39] more convicted. On top of that, you [3:41] should have a pipeline that is [3:42] established for customers where you can [3:45] collect testimonials and reviews. And [3:47] what you do is in the best case [3:49] scenario, you have that client hop on [3:50] with the sales team and explain their [3:52] story. And I can tell you this because [3:54] me firsthand, one of the things that I [3:55] realized when I looked at our stats was [3:57] that on Saturdays and particular [3:59] Saturdays, we were closing like a 100% [4:00] of people who were walking in the door. [4:02] And I was like, huh, what's different [4:04] about these days at my facilities versus [4:06] the days that we're not, you know, we're [4:07] closing a normal amount. And it turned [4:09] out that those days were the days that [4:11] we would actually do the weouts for our [4:12] program. So people would finish their [4:14] six week or their 12 weeks or whatever [4:16] it was and we would do all the weigh [4:18] outs on the same day. And so it's kind [4:19] of like a graduation ceremony. And so [4:21] everyone steps on, they're crying, [4:22] they're losing weight, they feel [4:23] amazing, but all of my team was there. [4:25] And so when we had sales consults that [4:28] were that morning or throughout the [4:30] graduation day or right after the [4:31] graduation, while it's all fresh in [4:33] their mind, they would when someone [4:34] would walk in, it's like the sales took [4:37] half as long because the belief and the [4:39] conviction was so strong of the [4:40] salesman, it overcame the fears and the [4:42] doubts of the prospect, right? And so in [4:45] a lot of ways you have to compensate for [4:47] lack of conviction with training and you [4:51] know learning logical based frameworks [4:53] and and learning how to have excellent [4:55] conversation right that that help people [4:57] make decisions. But if you truly believe [4:59] and if you think about how we buy things [5:01] as prospects, we buy these things [5:04] because somebody recommends them and we [5:06] believe the person. Like think about an [5:08] organic buying process, right? Someone [5:09] says, "Hey, have you gone to that [5:11] sandwich shop? It's awesome." like [5:12] you're like well great I'm going to go [5:14] there right like why would I not and so [5:16] the closer you can have the trust so [5:18] that when you make the recommendation [5:20] it's like having a referral the person [5:22] will believe you because the way you are [5:24] saying it is believable and the way to [5:26] make it believable is to actually [5:28] believe it and so having a structured [5:31] process of increasing the conviction of [5:33] the sales team is a way to massively [5:36] increase the closing percentages of your [5:37] team not based on skill but based on [5:41] heart And so if you can bridge that gap [5:43] between the customer success and the [5:44] sales team, and you can do that both [5:46] internally and externally. Internally [5:47] because you have processes, externally [5:49] because you get those customers on the [5:50] call so they can hear the stories, but [5:52] also you and the sales directors can [5:54] read those testimonials every single day [5:57] to them in the morning. And I like that [5:59] because it sets the cadence for the day [6:00] because it reminds us why we do what we [6:03] do on a regular basis. Why am I taking [6:06] these calls? Why am I knocking on these [6:07] doors? Why am I setting up shop and and [6:09] and and collecting leads at the Whole [6:11] Foods so that I can so we can make sales [6:12] later? Like why am I doing this? I'm [6:14] doing this so that I can be a part of [6:16] this transformation these people are [6:18] going through as a result of whatever [6:20] products and services we sell. And so [6:21] the sales team probably more like [6:23] customer support and sales I feel like [6:25] are very similar in that they get beat [6:27] up all day long. And sales people [6:30] especially and so this is for the [6:31] founders and the CEOs are going out [6:33] there and they're fighting for you every [6:35] single day. They're the front line in my [6:36] opinion. They're the offensive line of [6:39] the team. They're just pushing. They're [6:40] in the in the trenches moving the ball [6:42] forward every, you know, one, two yards [6:45] at a time. They're chipping away at it. [6:46] And let's see if I can get this camera [6:47] back. And they're pushing your products [6:51] forward every single day on your behalf. [6:53] And so, the biggest thing that a sales [6:55] director, and if you are the sales [6:56] director because your business is [6:57] smaller, is that you have to breathe [6:59] conviction into them because their How to breathe conviction [7:02] conviction can wayne over time. And it's [7:04] a cup that has to be refilled because [7:05] it's that conviction that they're [7:07] spreading to all the prospects. And the [7:09] thing is the prospects are spreading [7:10] doubt into them. And so you have to fill [7:12] it up from your side so that they can [7:14] become diluted and then get refilled, [7:16] right? Which is why a good salesperson [7:17] comes in, they can crush and all of a [7:19] sudden they start going down. It's not [7:20] because of skill because they already [7:21] had the skills. They already knew how to [7:22] they already knew how to close when they [7:23] came in. The problem was their mojo is [7:26] off. [7:26] Mojo. [7:27] Mojo. [7:29] Mojo. And so this video is fundamentally [7:32] about fixing mojo within a sales team, [7:33] which is just getting them to believe [7:36] and reminding them to believe, which is [7:37] why one of the biggest sayings I have in [7:39] sales is we need to be reminded more [7:40] than we need to be taught. People who [7:42] believe in something automatically sell [7:44] it. And I'll give you a final final [7:46] example to drive this point home. I I'll [7:47] just use the the Christian community [7:49] overall or really just any kind of [7:50] religious community in general. A big [7:52] part of most faiths is spreading the [7:53] faith. And you can tell when someone [7:57] truly believes the faith. They're on [7:59] fire with the faith because they they [8:01] truly believe it. And it's not like [8:04] people go through sales training, right, [8:06] to bring people to faith. They just [8:09] truly believe in it. And if you've ever [8:11] been around someone who has absolute [8:14] conviction, because conviction, and this [8:16] is a key point, is not do you believe in [8:18] the product, do you not believe in the Do you believe in the product [8:20] product, but to what extent do you [8:21] believe in the product, how much and how [8:23] deeply do you believe that is the [8:26] predictor of your ability to close. A [8:28] massive predictor of your ability to [8:29] close, which is why so many founders are [8:31] always some of the best promoters for [8:33] their businesses because they believe in [8:34] it more than everyone else, and they [8:36] should be. But you can duplicate that [8:38] ability in getting other people to [8:40] believe by having a process in place to [8:43] do so and understanding that the [8:44] training of the blocking tackling in [8:46] terms of like say this and that and say [8:47] this and that. Sure, it's important. [8:48] It's good to have those. They're tools, [8:50] right? They're tools that you have in [8:51] your tool belt. But the fundamental work [8:53] ethic that someone will fight and their [8:55] desire to actually help someone is the [8:58] difference between them thinking about [8:59] themselves so they can get their [9:00] commission check and them thinking about [9:02] the prospect and how this person is [9:04] missing out on something that's [9:05] genuinely going to help them and really [9:07] transform their life and really solve [9:08] the problems that they have. And they [9:09] will fight for the sale so much longer [9:11] because they genuinely want this person [9:13] to win because they genuinely believe [9:16] that your products and services are [9:17] actually going to help them. And so [9:19] bridging that gap and understanding this [9:20] for myself was so important because a [9:23] lot of times we get obsessed with the [9:24] the drills and all that stuff and you [9:26] have to do that stuff for sure. You have [9:27] to drill, you have to understand how to [9:28] say the words, all that kind of stuff. [9:29] But the heart, if you can, if you could [9:31] change the heart and you can depth in, [9:33] right? Because it's not just like I [9:35] said, it's not just do they believe, but [9:36] how deeply convicted can I get this team [9:39] to be? And that is where having proof [9:41] where you're actively selling your sales [9:43] team. That is where you will get the [9:46] outsized returns in my opinion on [9:48] increasing the effectiveness of the team [9:50] is that they truly and deeply to their [9:52] core belief. And the last point that I [9:54] was making is if you've ever been around [9:55] someone who truly believes in something [9:58] and it's like kind of insane, right? [9:59] Whatever the thing is, like it could be [10:00] aliens, it could be whatever, right? But [10:01] like something crazy, but they are like [10:04] so sold on it. There's an element of [10:06] yourself that wonders if you're right [10:08] because you have conviction too in [10:10] whatever you believe. And so you see [10:12] their depth of conviction, their depth [10:15] of faith in the thing that they have [10:16] concluded. And the deeper it is, the [10:19] more you start to question your own [10:21] beliefs, which is why the pastors of [10:24] huge churches typically have deep deep [10:27] faith. And if like there's a lot to [10:29] study in terms of converting people [10:30] literally because you're changing [10:32] someone's entire worldview. And so if [10:34] you study the process that people come [10:36] to faith and how they convince others to [10:38] come to faith in general, there's a lot [10:40] of elements of selling that occur there [10:42] in helping people make decisions to help [10:44] themselves. And so the person who [10:47] typically does the converting can never [10:49] believe less in the thing that they're [10:51] trying to convert someone into than the [10:52] person who's being converted. The person [10:54] has to believe in your conviction more [10:57] than they believe in their doubt in the [10:58] story that they have been telling [10:59] themselves. And so the skills are simply [11:02] a way to clearly communicate and build [11:04] trust so that your conviction can be [11:07] transferred. But it starts with having [11:10] the conviction to begin with in order to [11:12] initiate the transfer over the bridge of [11:14] trust. And so this is the number one [11:16] thing that I see missing from sales [11:17] trainings and it's one of the easiest [11:19] things that we can do to implement in a [11:21] team or even in yourself to improve your [11:23] numbers overall in your business. All [11:24] right. And if you don't know who I am, I [11:25] probably said it earlier, but if I [11:26] didn't, my name's Ashamozi. We own [11:28] acquisition.com portfolio of services, [11:30] info, coaching, course businesses that [11:33] do about $85 million a year. And so I [11:35] make these videos because I struggled a [11:36] lot coming up and I just if I if there's [11:38] any lessons that I can share, I I prefer [11:40] that my pain not have been in vain. All [11:42] right, so lots of love and I'll see you [11:43] guys in the next video. Back.

===FILE=== bgmh7p1s7zs - How I Built A 20+ Sales Team [The Process].txt
https://youtu.be/bgmh7p1s7zs
How I Built A 20+ Sales Team [The Process]

[0:00] Who's pumped about sales? [0:03] Sort of pumped about. Okay. So, quick [0:04] question so I can cater this to you [0:06] guys. Um, as I try and tell my team [0:07] sometimes, I'm going to talk fast. You [0:09] can just listen fast. So, um, who here [0:11] has one person or less? That would mean [0:13] if you are selling um, doing the [0:15] majority of the sales in your company. [0:17] Can I get a hand raised? Okay. So, like [0:19] half. Okay, that's perfect. And the [0:21] other half of you have a sales team, [0:22] multiple two or more, right? Okay. So [0:26] the name of my lovely talk um is going [0:29] to be the closer framework. All right. [0:31] And so what I'm going to do is break [0:34] this up into two halves. The first half [0:37] is how you actually manage the [0:38] conversation. That should say work. You [0:40] get the idea. Closer framework. Um and [0:43] then the second half is how you manage [0:44] the sales team so you can get wicked [0:45] consistent sales on a monthly basis. Um, [0:49] so first things first, who here has ever [0:51] struggled with uh inconsistent lead [0:54] quality, inconsistent CAC, right? You're [0:56] like, I thought I was at a thousand and [0:58] now I'm at 3,000. My leads are [ __ ] [1:00] Actually, my leads are amazing. Uh, my [1:03] sales team is underworked. Now they're [1:04] overworked. They said there's too many, [1:06] there's too few, they're not being [1:07] efficient, etc. Has anyone dealt with [1:08] any of that stuff? Okay, cool. So, um, [1:11] I've run a lot of sales teams, u B2B. We [1:13] did outsource a sales company. We would [1:14] fly two gyms, actually sell for them. [1:17] we'd fill them up in 30 days um with us [1:19] actually flying people out and selling. [1:21] So we've done a lot of sales and this is [1:23] the simplest framework that you can use [1:25] um and so this is the first of the five [1:27] C's. So I try to use Marcus as 5C so [1:28] when you go home you've got 10 C's. [1:30] Okay. So um the first one it governs the [1:33] conversation. So that's kind of for [1:34] everyone who was raising [1:36] your hands about I've got one person or [1:38] it's me. This is the governing framework [1:40] for how you make the conversation. see [1:42] is you clarify [1:46] why the person is there. All right? Now, [1:49] when you use this framework, everything [1:50] that's in your framework has to be a [1:52] question only. Do not put paragraphs, do [1:53] not put statements because they will [1:55] start reading them. They can't think [1:56] that way. Only put questions because [1:58] they can pause, they can ask another [2:01] question. They can pause, they can ask [2:02] another question, and they need no [2:04] intelligence to do that, which means [2:06] it's scalable. Okay? So when you're [2:08] asking, so all of these buckets are the [2:11] buckets under which you want to create [2:12] the framework that you're making your [2:13] sale. So it's like what made you get on [2:15] the call? What's your goal? Why is that [2:18] important to you? What would it look [2:19] like 12 months from now if this ideal [2:21] outcome were to be achieved? Right? [2:22] Those are the clarification questions. [2:24] Next, you label them with a problem. So [2:28] what I'm hearing is you've done X, Y, [2:30] and Z, and the missing link has been X [2:33] whatever. Is that right? Yes. Got it. I [2:36] now have a problem. you now have cancer. [2:37] I can cure it. All right. Next is O. [2:40] We're going to overview the pain. Okay. [2:42] So, I'm assuming not not the first [2:43] person you've come to to try and solve [2:45] this problem. So, what have you done in [2:46] the past? All right. I've done X, Y, and [2:48] Z. Why did that not work for you? [2:50] Obviously, it didn't work cuz they're on [2:51] the phone with you. All right. So, you [2:52] always have that advantage because they [2:53] are on the phone with you right now. So, [2:54] you're overviewing past pain. We call it [2:56] the pain cycle. You do that until they [2:58] have nothing left and you're like, [2:59] "Awesome." And then you recap the pain. [3:02] Then, s you sell the vacation. [3:05] This is the only thing that your [3:08] salespeople have to actually know. [3:10] There's going to be three stories that [3:11] you're going to tell them. They're going [3:12] to be illustrative of the thing that you [3:14] were helping them solve. So, an example [3:16] would be fitness, nutrition, and [3:17] fitness, nutrition, and accountability. [3:18] If I was trying to sell weight loss, [3:20] right? You're usually missing one or two [3:21] or all three of these things. That's why [3:23] you weren't successful, right? You [3:24] couldn't consistently work out. You [3:26] couldn't consistently eat the right way [3:27] or no one was there to hold you [3:28] accountable. Does that make sense? Yes. [3:30] If you're selling leads, it would be [3:32] like you need your leads to be [3:33] exclusive. You need them to be timely. [3:35] You need them to be [3:37] geographic. Whatever. Like, you're going [3:38] to find three things and then you have [3:39] to give a short 30-cond snippet of why [3:42] that's important. Right? If I was trying [3:43] to illustrate accountability, I'd be [3:44] like, "Hey, did your parents ever tell [3:46] you to brush your teeth when you grow [3:47] up?" You probably hated it. You're like, [3:48] "No, I don't want to." And they kept [3:49] doing it over time. And I'll bet you [3:51] brush your teeth now. Right? You need [3:52] someone to hold you accountable so you [3:53] can create the habit. Does it make [3:54] sense? 30 second story. They understand [3:56] it. That's how you sell a vacation. All [3:58] right. E. explain away their concerns. [4:02] Away concerns, blah blah blah, you get [4:04] the point. All right, that's where [4:06] you're doing all of your obstacle [4:07] overcomes. All right, crazy people buy [4:09] without obstacles. Normal people have [4:10] concerns. You need to overcome them. [4:12] These have to be drilled. All right, [4:14] they have to be drilled. So that means [4:15] that you have flash cards like I need to [4:17] think about it. I have to talk to my [4:18] husband. I have to check with my [4:20] partner. I have to So there's only [4:22] three, by the way, if you don't know [4:23] what they are. It's price, it's stall, [4:25] it's decisionmaker. All right. So, all [4:27] you have to do is understand what each [4:29] of those three are. If it's price, it's [4:30] a discrep discrepancy in value. They [4:32] don't understand the value. If it's um [4:34] decision maker, what you have to do is [4:36] rely on past agreements that are implied [4:38] that that person has already [4:40] communicated to the partner. So, your [4:42] partner knows that you're struggling [4:43] with these things already, right? They [4:44] know that you're looking for a solution, [4:46] right? So, why do you think they'd be [4:47] opposed with you solving the problem [4:48] that you already know you have that they [4:49] don't agree with? Right? Overcoming. [4:52] Okay? Those have to be drilled. Next one [4:55] um is uh so we did decision maker we did [4:57] price and stall right all you're doing [5:00] is teaching someone to make a decision [5:02] because people don't like making them [5:03] because they fear making a mistake right [5:05] perfect halfway through okay so what [5:09] you're going to do is walk them through [5:10] a decision-m process so how do we make [5:12] decisions either do you do you like me [5:15] yes or no do you like the product yes or [5:17] no do you think that we'll be able help [5:19] you achieve this outcome yes or no do [5:21] you have access to this amount of money [5:22] in your bank account or know someone who [5:24] does yes or no? Yes. [5:27] What card do you want to use? Right. [5:29] Overcome. You make them confront the [5:30] decision. All right. What's your main [5:32] concern? Then they tell you main [5:34] concern. You overcome it. Close. All [5:35] right. Last one is reinforce the [5:38] decision [5:39] and I like doing this and we included it [5:42] after time is that people back out, [5:45] right? So, how can we slam slam it on [5:47] them? How can we get them super pumped? [5:48] So immediately afterwards, that's the 30 [5:50] secondond video from the founder be [5:52] like, "Hey, just saw you sign up for our [5:53] software. Super excited to have you by [5:55] name, personalized, handwritten card, [5:57] t-shirt, any of those things. Reinforce [5:59] the decision. Make their feet nice and [6:00] hot." Make sense? That's the closer [6:02] framework. Every single one of these [6:03] buckets has to be questions that are [6:05] simple for them to ask. All right? So, [6:08] when you're organizing your script, this [6:09] is the conversation we're going through. [6:11] Does that make sense to everybody? Okay. [6:13] That is the first of the five C's. Don't [6:14] worry, the other ones are are fast, and [6:16] it's about how you manage your sales [6:17] team. Okay, don't worry. I'll be fast. [6:20] So, that's closer. [6:23] The next one is [6:26] Don't worry, I'm rocking. We're good. [6:28] Okay, the next one. I should know these. [6:32] That's okay. Okay. Call recordings. And [6:35] then I'm going to I'm just going to [6:36] write these down real quick for you so [6:38] you can write them down. Comms, [6:41] cut, [6:43] competition. Okay, [6:47] so Marcus is much smarter than me. I [6:49] think he's like the really classy classy [6:52] person. Um, this is like from the [6:53] streets closing 4,000 people, one-on-one [6:56] sales, like weight loss. Susie's writing [6:58] with, you know, her kids trying to write [6:59] permanent marker on the wall and I'm [7:00] trying to close her credit card. All [7:01] right, so closer sequence is how you [7:04] manage the framework. Call recordings. [7:06] If you're not recording every single [7:07] [ __ ] call that your your people are [7:08] on, one, you're not compliant. Two, you [7:10] should do it because then they become [7:11] more accountable to following the [7:13] script. All right, you also overview [7:15] those. The tool that you need to use is [7:16] Gong. If you use if you guys sell via [7:18] Zoom, it's the [ __ ] best. It's all I [7:20] can say. Use Gong. It's amazing. All [7:21] right, comms. You need to talk to your [7:24] team on a regular basis. All right, the [7:26] cadence there is daily huddles, weekly [7:30] one-on- ones, [7:32] and when you do the and then obviously [7:34] monthly, but the um the daily huddles [7:37] are quick. All you do is you share [7:39] testimonials so they remember why [7:40] they're selling. So they get beat up [7:42] every single day with nos. They need to [7:43] remember why they're still doing it. All [7:44] right. From the one ones that you're [7:46] doing when you're meeting with them, [7:48] you're going to record, you're going to [7:49] have them tag you in three calls. Their [7:50] best call, their worst call, and their [7:52] average call. When you go over in the [7:53] 101's, you're going to ask them to show [7:56] you where they clarified the problem, [7:59] where they outlined the pain, and then [8:01] where they asked for the sale and where [8:03] they overcame objections. If they never [8:06] clarify the pain and they never asked [8:07] for the sale, you don't make money. So [8:09] that way they always know that on every [8:11] [ __ ] call you always ask for the [8:13] sale. You can never make a sale if you [8:14] never ask for it. All right, that's what [8:16] you from the communication cadence cut. [8:19] You got to cut the bottom. All right, [8:21] it's the number one thing that will [8:22] drive sales teams is by cutting the [8:23] bottom 10% you do it on a regular basis. [8:26] It has to be on a regular basis. All [8:28] right, even if the team is going okay, [8:30] when you cut the bottom, you'll see a [8:32] 30% jump in productivity every time. So [8:34] if you can have a persistent 30% jump, [8:37] why would you not do that? Does that [8:38] make sense? Okay. Competition. Last [8:42] point. I'm good. I got a minute 20. [8:45] Okay. So, competition. Sales people are [8:49] competitive. You have to have a [8:50] leaderboard that is published that they [8:52] can see every single day that they get [8:53] notified when every other guy is making [8:55] a sale. If it's super high volume, it [8:56] could be end of day. But when they [8:58] you've got a bell if you're in person. [8:59] If you're not in person, you have a [9:00] thread that should be all the sales guys [9:01] dinging. They can literally send an [9:03] image or a GIF of a bell. So, it's like [9:04] ring the bell, right? So that they know [9:06] and it's just volume. they can see it. [9:08] There's activity, there's action, right? [9:09] It's all of momentum. So, leaderboard [9:12] that has to be checked every day. Has to [9:14] be updated regularly. Like that has to [9:16] be on point. And then competitions, we [9:18] found that six weeks works best. Um, in [9:21] terms of sending them on like closers, [9:24] go to Vegas or go to the Bahamas or [9:27] whatever it is. And so, we put them in [9:28] threeman teams and that tends to work [9:30] really well because that they they share [9:32] best practices, they continue to work [9:33] with each other, they root for each [9:34] other. So, it's not as cutthroat um as [9:36] just always having top dog. Um and in [9:39] terms of how much to spend on that, uh [9:41] 25% of one month check um is usually the [9:44] amount per person that a prize like that [9:46] would be, right? So, if your guys make [9:48] 70, you might spend 1,500 bucks to send [9:50] per guy for like a three-day or like a [9:53] two-day weekend. It's not expensive, [9:54] five grand, but it is worth every [9:56] dollar. So, to recap, if you want [9:59] really, really consistent sales, use a [10:02] closer framework. Everything has to be [10:03] questions. Do not have statements. Have [10:05] 30 secondond stories. Record your calls. [10:07] Make sure you're sticking to the comm [10:08] cadence. Cut the bottom percentage and [10:10] keep it competitive so they stay in it. [10:12] Thank you. [10:19] [Music] [10:25] [Music] [10:27] [Applause]

===FILE=== bx48qPlaGvE - My Best Sales Tactic (to Make a TON of Money).txt
https://youtu.be/bx48qPlaGvE
My Best Sales Tactic (to Make a TON of Money)

[0:00] I want to tell you about the most powerful sales tactic that I have learned I never learned it from a book I actually learned it by accident and it will be included in the 100 million [0:07] dollar sales book when it comes out and so you heard it here first but it's a concept that you can do as a salesperson to gain trust and I stumbled into this I ended up selling a hundred percent of [0:16] people after I made this one switch and how I sold and I was able to teach it to people who'd never sold before and they were able to close 80 90 of people who [0:23] are coming in the door mind you this is a retail environment selling physical products so rewind the clock I was selling supplements at my gym and the way that we would sell supplements is [0:32] that we'd sell some sort of service package and then we'd do a nutrition orientation the camp the nutrition orientation we'd actually you know set them up with their meal plans and then we'd make recommendations for products [0:40] now normally I would sell pretty well but still I always wanted to sell more and get better we'd killed this launch for like a new challenge or something and we had a hundred new customers there [0:48] come in and I ran out one of the key uh products I had ladies come in the first half of the day and able to get the products and then some of their friends [0:56] who signed up with them came in the second half of the day and were like hey my friend Sandy told me that I need X X Y and Z and I was like oh we don't have [1:03] Z anymore and it was like really awkward and I was like a lady came in and so rather than me try and skirt around this clear item that was on the list that I [1:12] didn't have I said hey by the way you can get this one for cheaper down the street at Costco so like you don't need [1:19] to get this one from me like this one's a little better but I think it'll get the job done you can get this one after you've done the program and they're like oh thanks like that was cool after I [1:27] made that one crossout I was like but you do want this and this from us and they're like okay cool as soon as I made that switch from saying hey you don't need to buy this one you can get that [1:36] from over there everyone bought what I recommended afterwards and I was like whoa and so then I leaned into that and was like I wonder if I could do more of [1:44] that so I could sell even more on the back side so then I had two products that I was like hey you can get this and this over here get this brand it should [1:52] be at this price you can go get it it'll save you 10 or 20 bucks and they were like wow even better and then I remember I looked at my list and there was you know a lady that it was like a mass [2:00] 2 minutes Gator and she obviously wasn't trying to gain mass and so I was like you're not trying to gain Mass art and she's like no I was like you can just cross that out go ahead you don't worry about that and so I gave her recommendation two things that she could get for cheaper [2:09] and then I said you don't need to worry about this and then when I said hey like I need you to take two of these in the morning next to this take three of these take them next to this put this in your [2:16] car so you always have it with you I closed everyone what that gave birth to was something that I used to call sacrificial Lambs but now call ghost products because it sounds better but I [2:24] ended up over time not even carrying the products that I had on there that I was recommending out because they were so [2:31] powerful as a sales tool for me to gain trust from the other person this is an incredibly incredibly powerful tactic $100M Offers: How To Make Offers So Good People Feel Stupid Saying No (Hardcover) acquisition.com [2:39] and like all persuasion the difference between manipulation and help is intention and so if you want to help someone you are manipulating them but [2:47] you're just doing it in a positive intent now and if you change someone's behavior and you have negative intent you are manipulating them if you believe in the stuff that you sell you can [2:54] create an environment where someone will trust you faster by giving them a reason to trust you and so that means that you acted in their self-interest rather than your own so that they can feel like [3:03] you're not trying to take advantage of them now if you know that they need this stuff but they don't yet know that they need the stuff then you can make a concession using a ghost product or [3:11] using a sacrificial lamb so that you can gain the trust faster and so if you feel uncomfortable about not having the product on your menu then you feel free [3:20] to carry a product and never sell it if you feel like it but I realized quickly that I was never selling it and I was always giving those ones away and so if you're going to use this tactic my [3:27] recommendation is to make the products that you send across the street to be the ones that are the lowest margin product gain the trust by giving away [3:34] the low margin stuff and then keep the high marching stuff for yourself so that people trust you and then they buy that stuff and so if you're in an environment [3:42] where you sell multiple products this has been the most effective way that I've learned to sell what you want to do is give someone a vision of what their life's going to be like when they're [3:51] experiencing the benefits and so you want to explain to them exactly how to take it before you make the ass what we [3:58] would do is say hey a this one is going to help you do benefit benefit the way that I need you to take it need you to take it is that you're going to take two [4:07] of these in the morning then I ask a question and I'm like what do you do every day no matter what in the morning do you wake up and smoke a cigarette do you drink a cup of coffee do you take a [4:14] shower like brush your teeth like what's something you do every morning and then they say well I brush my teeth every morning I'm like cool so I don't want you to put this in your cupboard because you'll forget about it I want you to put [4:23] it next to your toothbrush so we don't have to make a new habit they're like oh and what I want you to do piece of tape put a two on it I want you to take two of them we're gonna put an extra [4:30] toothbrush got it that's number one I would go through that with each of the products that I have and I would say okay you can have all these you're good to go did you just want to use the cards [4:39] you have on file now they don't have to take their wallet out they don't have to make another purchase decision they just have to say yes it's a one-click upsell that is a combination of a prescriptive [4:47] clothes and having ghost products to set up trust you're also being a good coach by showing them how they're going to make this happen in the rower now this [4:55] is obviously a consumption based product any product that you want someone to use they have to use it at a certain point and and so we want to figure out ways to [5:02] associate the usage of the act of the product with something they're already doing getting someone to make a new habits incredibly difficult getting someone to break a habit is incredibly [5:09] difficult and so we just want to piggyback on habits they already have and so that makes you both a better salesperson and better Coach like overall if you're trying to help someone and so that kind of selling process that [5:18] set close getting the trust make the prescription Works unbelievably well and then if for some reason the point person's like well how much does this cost blah blah blah then you can say [5:27] well are you on a budget and if they're like I'm on a budget that's like okay then would you like me to order these in order of importance and the things that I think you absolutely need to have [5:35] versus things that'll just get you more benefits faster what I would then do is take off one and say this would be the lowest one I'd remove does this work for you and if they're like I can't do that [5:43] I'd be like really getting into the Bare Bones here I'd be like I could take this one out but like this is what I want you to add to your diet to replace this thing you don't want to show that what $100M Leads: How To Get Strangers To Want To Buy Your Stuff (Hardcover) acquisition.com [5:52] you took out isn't important because then it looks like you're selling stuff doesn't matter so like these are ingredients but you're gonna have to eat a shitload of broccoli now all right so you okay that you know what I'll just get the thing okay cool now it's back in [6:00] 6 minutes hopefully when you're selling something you're trying to solve a problem if they don't buy the thing then you reintroduce the problem that you were solving so it's like hey I don't want you have to [6:08] eat a pound of broccoli which is why I had this they're trusting me to make the prescription because that's why they're paying you for expertise and then you can pause and say well are there things [6:15] that are your old identity that you're going to stop doing as a result of doing this program are you going to go out less you're going to drink less or you're going to smoke less or you're [6:23] going to whatever last I'm like cool well how much of that do you do cool we just found some money don't worry about it let's associate with these new activities new identity if this sounds [6:31] really smooth I've done this a lot of times you'll get used to it and I think one of the best gifts you can have is trying to tack yourself into an existing [6:39] sales process of a big business so if you work at a business that sells lots of low ticket stuff like think car washes massage think Nails think hair [6:47] stuff where they just see lots of people every day at low tickets see if you can work with a business owner and incorporate some sort of inject yourself into their sales process so that you can [6:56] get rep after rep after rep after rep and it will teach you more about the skill of selling and dealing with people than any course ever will and it will equip you for whatever you want to sell [7:05] for the rest of your life it's one of the best things I ever did was do tons and tons of transactions at low tickets so that when I got to selling higher ticket more expensive stuff I was like [7:13] oh my God this is a breeze if you sold Services let's say you sold Web Design Services and you had like a laundry list of stuff you could say hey we this is [7:20] like we can do this but it's not necessarily our core capability and it would probably cost you more if we did it because we'd have to allocate more resources so there's guys in the [7:28] Philippines that will do it for you I've got a connection I can I can talk to you to about after this call and if you really want to be sneaky about it if [7:35] you're the owner it's harder if you're a salesperson owners tell your sales people this you can have it seem like they're leaning on their side of the table to be like hey man like you don't [7:43] need to worry about this like just I'll hook you up with a number of a guy and then the sales person becomes incredibly trusted it becomes like they're on that side of the table but what the person [7:52] doesn't know is that they're trying to sell the other stuff at the end of the day the goal as a salesperson is to move to their side of the table if you start the conversation across the table the [7:59] goal to end shoulder to shoulder so that you're both looking at the decision together with the same information to make the best decision for the person and so if you can walk yourself around [8:07] the table psychologically this is one of the fastest ways to do it

===FILE=== bxnaIwzAC-M - Helping a $3.3M SaaS Business Fix 66% Weekly Churn.txt
https://youtu.be/bxnaIwzAC-M
Helping a $3.3M SaaS Business Fix 66% Weekly Churn

[0:00] I started my business around two years [0:02] ago. [0:02] I quit my job to go all in and I even [0:05] convinced my brother to quit his safe 9 [0:07] toive job and join me. [0:08] Okay. [0:09] Thing is now that he and his wife want [0:11] to start a family, but since we're [0:12] working all day on our own little [0:14] business, our own little baby, he just [0:15] doesn't have enough time. So, [0:17] I feel kind of bad and kind of [0:18] responsible for that. So, I want to [0:19] figure this out and grab this thing so [0:21] you can do that. [0:22] Um, so I have an AI SAS that helps real [0:25] estate agents and photographers. [0:27] Okay. We make we make 3.3 million a [0:30] year. Okay. [0:31] And we'd like to get to 10 million a [0:33] year. [0:34] Okay. [0:34] But I think what's stopping me is my [0:36] churn. Like every week I get 150 [0:39] subscribers, but I lose like a 100red or [0:41] so. So, okay. [0:42] I think my business is going to stop [0:43] growing and even decline in the off [0:45] season. Yeah. [0:46] That's what I'm about. [0:48] All right. So, walk me through [0:50] onboarding right now. [0:52] Onboarding? Yeah. So the funnel right [0:55] now is you can sign up with no credit [0:57] card. [0:58] Um onboarding is we just implemented [1:00] this last week but we have an onboarding [1:01] checklist. [1:02] Okay. So have videos and steps on how to [1:05] you know activate and stuff. [1:07] Um and then we have product tours and [1:09] stuff that lets you go through the [1:10] platform, make your first video, edit [1:12] some photos. Yeah. [1:13] And get value as soon as possible. [1:16] Okay. And so you're getting 150 a week. [1:19] So that's 20-ish a day, right? [1:21] Roughly. Yeah. [1:22] Okay. Okay. And do you have any human [1:24] that is involved in the onboarding [1:27] right now? No. [1:28] What's the price point? [1:30] We sell our most basic package is 60 [1:33] bucks a month and we also sell for like [1:35] 360 for the year. So we try to do [1:38] annuals as much as possible to reduce. [1:40] Got it. So what we need to So what are [1:42] the activation signals that you have [1:44] determined so far? [1:46] Right now the main product is photo [1:48] video. So the main thing is going to be [1:49] creating your first video within your [1:51] first seven days. And then another one [1:53] is [1:54] editing photos like AI virtual staging [1:56] and stuff like that. [1:57] Um we just pulled the data around 50% [2:00] make their first video in the first week [2:02] but only 10% edit their first photo. [2:05] Okay. [2:05] So we're trying to increase those [2:06] activation rates. [2:07] Okay. But does making your first video [2:10] correlate to them sticking? [2:12] Um I believe so. Yeah. Double check, but [2:16] make sure you know that. Right. And do [2:19] you have the the metrics on um people [2:21] who edit it? You say it was 10%. Um [2:24] that's a separate action. And so we [2:26] might discover I I'm going to bet [2:27] there's three things here. Number one is [2:29] who is the actual customer. [2:32] So like of of the people who are signing [2:34] up for this, number one is who is [2:36] buying. Number two is what are they [2:38] doing? So we have make your first video, [2:41] use the editing, and what like what [2:44] source are they coming from? Who are [2:45] they? Okay, so that's kind of four [2:47] different variables that are going to [2:49] affect which one has the highest [2:50] conversion rate in LTV. And so I think [2:52] the vast majority of what is missing [2:54] right now is I think you should be doing [2:57] more hands-on onboarding because the [2:59] onboarding checklist right now is that [3:01] all automated like a it's like a [3:02] workflow. [3:03] Yeah. Yeah. It's just a a UI dashboard [3:06] thing. So we have we're trying to do [3:08] maybe some weekly trainings or something [3:10] like that to help with onboarding. But [3:11] let me let me try and like we need to we [3:14] need to atomic bomb this and get out of [3:16] the like this isn't scalable mindset for [3:18] the short term and then we'll make it [3:19] scalable long term. So I would like you [3:21] to do I mean real world like to start [3:26] two onboardings a day one in the morning [3:28] one at night and when they sign up you [3:30] book them for the onboarding [3:31] automatically so that you can talk to [3:33] these customers and then manually walk [3:35] them through. I guarantee your [3:36] onboarding checklist is going to change [3:37] as soon you actually go over their [3:38] shoulder and watch them do it because [3:40] you'll also see the friction in your [3:41] process, right? Um but you'll also have [3:44] such you'll have way more buy in and you [3:46] can usually handle the entire onboarding [3:48] in 20 minutes uh whereas they're trying [3:50] to like you know suffer their way [3:51] through it. Does that make sense? [3:53] Yeah. Yeah. So just to clarify, would [3:55] this be like [3:57] um a group onboarding every day like [3:59] twice a day or like Yeah. Well, okay. So [4:02] group a group zoom onboarding your [4:04] brother can do one you can do the other [4:05] whatever [4:06] um that's number one number two is you [4:09] need to segment the data by channel [4:12] number one number two by avatar which [4:16] I'm going to guess there's some [4:17] discriminating criteria that you can [4:18] figure out which is probably like how [4:19] many houses did you sell last year [4:21] or how many houses did you sell this [4:22] year that's going to be that probably be [4:24] my biggest signal guess [4:26] um and then we have what are they from [4:27] an action perspective which is we have [4:29] those two actions that we know so far [4:31] which is video and editing. And so our [4:34] what we're going to try and find because [4:36] we might find out that people from a [4:38] specific channel suck and we might find [4:40] out that one specific avatar is the only [4:42] avatar and they stay and the LTV of that [4:44] customer might be a thousand. [4:46] Right. [4:47] Great. [4:47] And so then what we'll do because we [4:50] just need this data basically there's [4:52] only two things that we can do right now [4:53] and then as soon as we have that data [4:54] there's a hundred other things we can do [4:56] but this is like the constraint right [4:58] now. So yeah, we're doing the Zoom [5:00] onboarding so that you can short-term [5:02] get more data and probably decrease [5:04] churn just because inerson onboarding is [5:05] going to do better. Number two, when [5:07] you're doing those inerson onboardings, [5:09] you can be able to witness the process [5:10] flows and I guarantee you'll be able to [5:11] remove friction from that process to get [5:13] it to happen faster and make sure [5:14] they're doing both those steps. Number [5:16] three is that once we have uh the [5:19] inbound data, you'll be able to see [5:21] which avatars are the highest converting [5:23] and the channels. And then all of that [5:25] data then routes back into the front end [5:27] which is our messaging is to target this [5:29] specific avatar on this specific channel [5:32] and then when they come in we we do the [5:34] Zoom onboarding and make sure that every [5:35] single person passes go and checks the [5:37] boxes. [5:39] Okay. Okay, that makes sense. I think [5:42] one thing that I'm thinking about right [5:43] now is the main reason a lot of people [5:45] churn is because they only have like [5:47] four houses a year, right? So they just [5:48] don't need this every month. So, I guess [5:50] you're saying like the ads would map [5:52] exactly just like, hey, not screw those [5:55] guys, but let's go for like the teams or [5:56] 200 houses a year or photographers or [5:58] something. [5:59] I mean, teams is a great idea. Um, also, [6:01] if you know that, let's say it's four [6:03] houses a year minimum. Let's say that's [6:04] the number. Um, two options for you. [6:07] Option one is you can just make everyone [6:08] do annual. And I would say here's why. [6:10] Or if you know if let's say four houses [6:12] a year is the minimum, which is one [6:13] house a quarter, then you can just bill [6:15] quarterly. So, I would say like you have [6:16] quarterly billing and you have annual [6:18] billing. Mhm. [6:19] Does that make sense? [6:21] Sure. [6:21] Because it because we want the value [6:23] cycle to be aligned with the billing [6:25] cycle. [6:27] Yeah. I think after we added the annual [6:28] option around 40 to 50% of people take [6:32] that now, which is a huge bump, but [6:34] yeah. I mean, it's it's buy six, get [6:35] six, right? [6:36] Yeah. Roughly. [6:38] Yeah. Um I'd be curious to see what [6:40] happens if you remove the monthly and [6:41] only have annual. [6:44] Me too. Me too. It's scary. [6:45] I mean, it's an easy test, man. you can [6:47] write in, you know, a week and find out. [6:49] It's not like you're [6:50] you're I mean, that's actually the [6:52] easiest test in the world because it's [6:53] not like you're even changing your [6:53] price. You're just removing an option. [6:56] True. Okay. [6:57] So, [6:59] let me recap this. [7:02] Number one, Zoom group onboarding. [7:04] Number two, [7:07] activation points on that onboarding, [7:08] which is going to be video and editing. [7:10] Get that done in 20 minutes and remove [7:12] friction from the process. Three, get [7:14] the data of channel and avatar to see [7:17] which ones of these have the highest [7:18] conversion. And and since you won't be [7:20] able to wait to see churn because so [7:21] many people are going to be annual, you [7:22] have to just check, are they checking [7:24] both these boxes? And then uh number [7:27] four, I would test the annual only. But [7:30] once you see it, even if annual only is [7:32] the winner, I like keeping monthly there [7:34] because it keeps you honest. And then [7:36] basically once you truly solve churn on [7:38] monthly because it gives you a much [7:40] faster feedback loop then you you [7:42] basically can push everyone to annual [7:44] because then the economics are better. [7:45] Does that make sense? [7:47] Right. Right. [7:48] So we keep the monthly because we need [7:50] the signal. [7:51] Yeah. For short term and then longterm [7:54] to fix the product. Yeah. And I wouldn't [7:56] even try to like I wouldn't try and [7:58] scale past where you're at right now [7:59] until you fix this and then scaling will [8:01] simply occur because even if you don't [8:03] change your front end if you cut your [8:04] turn by, you know, two/ird the business [8:06] will triple. That gets you to 10. [8:08] True. Yeah, definitely. [8:10] Rock and roll. [8:12] Rock and roll, man. I'll try that out. [8:14] And then just one more thing on booking [8:16] the onboarding call. Like what does that [8:17] flow actually look like? Is it like a [8:19] button in the UI? Is it like an email [8:21] that says book your on? [8:22] Oh, dude, it's an atomic bomb. I mean, [8:25] we're going to text, we're going to [8:26] call, we're going to email. In the [8:28] actual flow itself is your next step is [8:30] book your onboarding call. We've got two [8:32] a day. They're with a real person. Uh, [8:34] so we actually get you the most out of [8:36] this thing. [8:37] Okay. 100%. I'm going to try that out. [8:40] Appreciate you and good luck to your [8:42] brother. [8:43] Thanks so much, man. Have a good one. [8:45] You bet. Bye. [8:46] Bye. [8:46] If you're a business owner and you are [8:48] not growing as fast as you'd like, I'd [8:50] like to give you a free gift. So my team [8:52] and I put together the $100 million [8:54] scaling roadmap, which is basically 200 [8:56] hours of us looking over all the [8:57] portfolio companies we've had and what [8:59] stages of growth they went through and [9:01] more importantly where they got stuck [9:03] and how they got past it. And so we [9:05] broke it in these 10 stages and we made [9:06] this little kind of quiz thing where if [9:08] you put in your business information, [9:09] it'll tell you where you're at and the [9:11] most important part for you, what to do [9:13] for each of the functions of the [9:14] business across product, marketing, [9:15] sales, customer success, recruiting, IT, [9:17] human resources, and finance. And so no [9:19] matter what you're struggling with, [9:21] someone else has already struggled with [9:22] it and solved it. And so I'd like to [9:24] give you this thing absolutely free. You [9:25] can go to acquisition.com/roadmap, [9:27] plug in your business information, and [9:29] if you want us to actually help you [9:31] deconrain the business and you're trying [9:33] to scale, we'd love to help you out on [9:35] the thank you page. You can just book a [9:36] call with my team and we will look at [9:39] the business, see if we can help. And if [9:40] we can, we'll invite you out to Vegas [9:41] and we'll do this in person live.

===FILE=== cov0I0fXUO8 - The Biggest Mistake AI Agencies Are Making.txt
https://youtu.be/cov0I0fXUO8
The Biggest Mistake AI Agencies Are Making

[0:00] Any tips on AI agency? What automations [0:02] is better to sell? All right, guys. Dear [0:05] God, [0:08] the nice thing with an AI automation [0:11] agency for the the big thing here is [0:13] that you do not want to sell the fact [0:15] that you do AI. No one cares. They just [0:19] want the outcome. I'm telling you right [0:21] now, this is the big mistake everyone [0:22] who's getting into businesses who are [0:24] like AIdriven are doing is they're [0:26] including AI in their advertising. No [0:29] one cares if you can do my legal work. [0:32] Do the legal work. If you have one AI [0:34] that's doing 500 customers, good for [0:36] you. I just want it done right. And also [0:38] saying that it's AI assume literally [0:40] anchors your pricing lower. Why would [0:41] you do that? Like if you have an SEO [0:44] agency, it's an SEO agency. The fact [0:46] that you use AI, good for you. I don't [0:48] tell people that I use a CRM, right? I [0:51] don't tell people I use the internet. I [0:53] don't tell people I like, you know what [0:54] I mean? Like what are we talking about? [0:55] So just do the job. And so this is what [0:58] people are messing up in their marketing [0:59] too, right? So if you want to do [1:01] accounting, you want to like I want to [1:03] do, you know, AI automation for small [1:04] businesses, just say you do automation [1:06] for small businesses or rather just say [1:08] you save businesses money, which is what [1:09] they really want. I save businesses [1:11] money and headcount. That's what they [1:12] want. AI is just a vehicle for getting [1:15] there. Okay. If you're a business owner [1:18] and you are not growing as fast as you'd [1:19] like, I'd like to give you a free gift. [1:21] So my team and I put together the $100 [1:24] million scaling roadmap, which is [1:25] basically 200 hours of us looking over [1:27] all the portfolio companies we've had [1:28] and what stages of growth they went [1:31] through and more importantly where they [1:32] got stuck and how they got past it. And [1:34] so we broke it into these 10 stages and [1:36] we made this little kind of quiz thing [1:38] where if you put in your business [1:39] information, it'll tell you where you're [1:40] at and the most important part for you, [1:42] what to do for each of the business [1:44] across product, marketing, sales, [1:45] customer success, recruiting, IT, human [1:47] resources, and finance. And so no matter [1:50] what you're struggling with, someone [1:51] else has already struggled with it and [1:53] solved it. And so I'd like to give you [1:54] this thing absolutely free. You can go [1:56] to acquisition.com/roadmap, [1:57] plug in your business information, and [1:59] if you want us to actually help you [2:01] deconrain the business and you're trying [2:03] to scale, we'd love to help you out on [2:04] the thank you page. You can just book a [2:06] call with my team and we will look at [2:08] the business, see if we can help, and if [2:10] we can, we'll invite you out to Vegas [2:11] and we'll do this in person live.

===FILE=== dW27orkcmG4 - The Best First Sales Job to Become a Great Marketer.txt
https://youtu.be/dW27orkcmG4
The Best First Sales Job to Become a Great Marketer

[0:00] Uh thoughts on the best type of sales [0:01] for you to get into spirits. Volume, [0:03] brother. Volume. Every single phenomenal [0:06] marketer that I know personally started [0:09] with a high volume sales position. I [0:11] know guys who started in high volume [0:12] cold calling. Number one. I know people [0:15] who done uh high volume doortodoor. I [0:18] know a guy who uh sold at a car wash, [0:20] sold 200 cars a day walking through the [0:22] door. You want something that gets you [0:24] as many feedback loops as possible. That [0:26] is my biggest my biggest piece of [0:27] advice. The reason I'm a big fan of [0:28] people who sold in fitness is because in [0:30] fitness so many people are trying to [0:31] lose weight. You can like you can take a [0:33] 100 calls a like you can you can see [0:35] unlimited amounts of people if you're [0:37] trying to sell weight loss. And so my [0:40] recommendation if you're trying to get [0:41] into it is don't worry about what you're [0:42] earning. W worry about what you're [0:43] learning and you want to get as much [0:44] volume as you possibly can in the [0:46] shortest period of time. If you're a [0:47] business owner and you are not growing [0:49] as fast as you'd like, I'd like to give [0:50] you a free gift. So my team and I put [0:52] together the $100 million scaling [0:54] roadmap, which is basically 200 hours of [0:56] us looking over all the portfolio [0:57] companies we've had and what stages of [1:00] growth they went through and more [1:01] importantly where they got stuck and how [1:03] they got past it. And so we broke it in [1:05] these 10 stages and we made this little [1:07] kind of quiz thing where if you put in [1:08] your business information, it'll tell [1:09] you where you're at and the most [1:11] important part for you, what to do for [1:13] each of functions of the business across [1:14] product, marketing, sales, customer [1:15] success, recruiting, IT, human [1:17] resources, and finance. And so no matter [1:19] what you're struggling with, someone [1:21] else has already struggled with it and [1:23] solved it. And so I'd like to give you [1:24] this thing absolutely free. You can go [1:25] to acquisition.com/roadmap, [1:27] plug in your business information, and [1:29] if you want us to actually help you [1:31] deconrain the business and you're trying [1:33] to scale, we'd love to help you out on [1:34] the thank you page. You can just book a [1:36] call with my team and we will look at [1:38] the business, see if we can help. And if [1:40] we can, we'll invite you out to Vegas [1:41] and we'll do this in person live.

===FILE=== dX-eI11-kSw - Pay Affiliates $10K Upfront to Unlock Referrals.txt
https://youtu.be/dX-eI11-kSw
Pay Affiliates $10K Upfront to Unlock Referrals

[0:00] Hey, Alex. Uh, this is a beer. I own a [0:03] business that provides accounting and [0:05] CFO services to e-commerce brand. [0:07] Okay. [0:08] Uh, doing about six mil a year. My goal [0:11] is to make the competition irrelevant. [0:14] Uh, so I want to grow as much as I [0:16] possibly can. [0:18] What's stopping me though is I don't [0:19] have a lead generation channel that's [0:22] sufficiently effective that I can really [0:24] ramp up growth a lot. Right. [0:26] I attended your L3 workshop several [0:28] months ago. you recommended implementing [0:30] a front-end offer and an affiliate [0:32] program. I've done both. We are growing. [0:35] We've grown a lot since then. So, thank [0:37] you for that. [0:37] You're welcome. [0:38] But one of the big challenges I have is [0:43] while I think the affiliate offer is [0:44] pretty solid [0:46] and everybody I talk to will often admit [0:48] that it's a no-brainer, [0:50] have a lot of difficulty getting them [0:52] like to just turn on and send those [0:55] first referrals. It's there's that [0:56] initial friction. So, it is still [0:58] working. The affiliates are happening, [0:59] just not as much as I want. And at the [1:01] same time, I'd like another channel that [1:04] is shortterm ROI faster as opposed to [1:08] the affiliates, which I know builds up [1:09] over time and gives you a very low cost, [1:12] unstoppable funnel. [1:13] Whoa. Do you have something in your [1:14] background by the way? [1:17] I hope not. I'm sorry. I had feedback. [1:19] Okay. Yeah, I had some feedback, too. [1:20] Oh, good. Okay. So, a couple things. So, [1:22] first off, on the affiliate piece, we [1:24] have to make sure that we're launching [1:25] harder. So, I think is there a like what [1:28] amount of money they're making if they [1:29] like are you getting what kind of [1:30] kickback are the affiliates getting? [1:33] Uh, at the moment 2K as soon as we close [1:36] someone. [1:37] Okay. So, [1:40] is there any way that you could dangle [1:42] like [1:46] 10 grand or something like that for [1:47] somebody to do like a webinar with you [1:49] and then you do like a you kind of like [1:50] send emails to their audience and then [1:52] you give them 10 grand up front and then [1:54] you kind of do a draw out of it. So it's [1:56] like the first 10's guaranteed and then [1:57] I'll also give you and so like once I [1:59] get five that's kind of counts towards [2:00] the 10 and then after that it's two and [2:02] then what's a customer worth to you? [2:06] I would say a fair bit. I mean we have [2:08] almost no churn. Um so thus far with the [2:12] data that we have I mean it's not [2:13] reasonable to it's not unreasonable to [2:15] think that you know 50 60 I mean we have [2:18] LTVs that go up into the six figures. Um [2:21] so it's a question of time. [2:22] Okay. Well then I mean fundamentally if [2:24] you have a 3 to1 LTV to CAC right I'm [2:25] guessing what are gross profits on that [2:28] uh about 60ish% 55 [2:31] okay so call it 36 on 60 is what you [2:34] make and 100k you're making um [2:38] uh 60k right so like 36 to 60kish does [2:41] that sound correct [2:43] okay [2:44] so I think you're I think you're [2:45] undercompensating for the affiliate so [2:48] I'd be willing to give six eight 10 even [2:52] you know for a deal like that and that's [2:53] per deal. Now, right now you're starting [2:55] lower, which is fine, but given like you [2:58] getting one customer can be on the low [3:00] side worth 36 to you in gross profit. [3:01] It's like I'm willing to give 10 for [3:03] that all day. And so if I would just [3:04] say, "Hey, I'll front you 10 to get [3:06] started." Or like I'll let's say you [3:08] offer two and you say, "Hey, but if we [3:10] do the thing in the next 30 days, I'll [3:12] give you three for each for life." [3:17] That's fantastic. Yeah. Okay. [3:18] Just put a little bit of urgency into [3:19] it. I do I think is I don't want you to [3:21] abandon the affiliate things. I just do [3:23] think it's like the it's obviously [3:24] working and so we need to tweak it [3:26] rather than like let's start something [3:27] else. It's like we're we're six inches [3:29] away from gold. It's like let's drill [3:30] the next six inches to get it over the [3:32] hump. You know what I'm saying? [3:34] No, 100%. The impression that I've [3:36] gotten and I don't know if you would [3:38] agree with this. At least your AI kind [3:39] of felt this way. Um but the actual [3:43] motivation for them is not purely [3:45] financial. for them some of the [3:46] hesitation comes from just the general [3:48] friction of activation and then the fact [3:50] that they uh the social capital that [3:52] comes with making a referral to a [3:54] client. So that's why as much as [3:55] possible I try to position it as the [3:58] offer is theirs, it's white labeled, [4:00] it's value to the client. I [4:02] and again they all say it's a [4:03] no-brainer. So I think that aspect is [4:04] there. But yeah, um well I'm more than [4:06] happy to increase the commission per [4:08] your recommendation. I do wonder if [4:09] there's a psychological element out [4:11] there outside of the fact that like [4:12] dangling more money alone would not [4:15] create it like I don't know that it [4:16] would double the [4:17] So two things. One is I would I would [4:19] consider making it an ongoing. So I'd [4:20] like consider raising because you have [4:21] almost no turn. Do you have any sale? [4:23] Like is getting someone to close when [4:24] they get on the phone difficult? [4:27] Sorry, I didn't hear the last one. [4:28] What are your close rates? [4:30] Uh about 30 35. [4:32] Yeah, I was going to say because like if [4:34] we could get like a 10% boost in price, [4:36] we could just hand all of that to the [4:37] affiliate and make it ongoing. [4:40] Because if you're white labeling it, [4:42] then you can position it as like so [4:44] there's two angles to position this [4:45] from. Number one is that with my [4:48] services, they will I will make sure [4:49] that they see your thing as free, right? [4:51] So, I'm going to do my economics to show [4:53] them what they're saving with me, and [4:54] they can count that towards what they [4:55] see with you. And your thingness is free [4:57] forever. That's framing for them, right? [4:59] That's that's sales beneficial. [5:01] The second element is that a lot of [5:02] people don't want to refer out their [5:03] business for a onetime spiff, but if [5:05] they can get 10% 15% ongoing, they're [5:07] probably way more likely to want to do [5:09] it. [5:11] Interesting. Okay. I actually offered [5:14] both. I assumed the upfront hit might be [5:16] a little bit more motivating. [5:19] The thing is, I think honestly right now [5:21] is like you're not offering enough. And [5:22] so right now it feels like the money is [5:24] like it's like money isn't motivating. [5:25] It's like well if you offer them $10 is [5:27] not motivating. If you offer a million [5:28] dollars it is. Right? So there's an [5:29] amount, right? And so the thing is is [5:31] you have more than enough LTV to make up [5:33] for it. [5:35] And I think if they give you a little [5:36] bit more of an assist, but I think the [5:38] key element here in terms of making sure [5:39] that it actually gets like implemented [5:42] faster is that you say that you give [5:44] there's two two plans. uh you know call [5:47] it 2k 3k or you know 3k 10k whatever and [5:50] they get the big one if they do it now. [5:55] Okay. So basically creating a form of [5:57] urgency for it. [5:58] Yes. And it say it's within the first 30 [6:00] days. And the only reason we do that is [6:01] because we found the people who do in [6:02] the first 30 days have by far the most [6:04] success [6:06] because there's really only like and I [6:07] and I don't know if you do this but I [6:08] would show them a road map because think [6:10] about risk uh think of the value [6:11] equation right? You got risk speed ease. [6:13] So it's like how do we make it less [6:15] risky? How do we make it faster? And how [6:17] do we make it easier? So I would say hey [6:19] we already have the emails written. I [6:20] already took the liberty of you know [6:22] writing that. Obviously my can help you [6:23] with that. So it's like take their brand [6:25] take the pre you know the the email [6:26] sequences and the text sequences. They [6:27] have to go I already custom built the [6:29] page. There's nothing you have to do [6:30] there. Um that's on the east side. So [6:33] it's like and I'll I'll go there. I'll [6:35] send one of my team to Yeah. Right. To [6:37] actually plug it into your CRM to make [6:38] that happen. That's the E size. The [6:40] second thing is risk. And so from risk [6:43] perspective, um, one is like here's [6:46] testimonials, number one. Number two, [6:48] people are willing to take on risk if [6:49] they're getting ongoing payments. Far [6:51] more likely to. That's where I think the [6:52] ongoing spiff is something that's more [6:54] valuable. Um, and then from a speed [6:57] perspective, uh, that was the whole [6:58] framing around the urgency, right? [7:02] Yes. So that totally makes sense. With [7:04] respect to the bit on the uh risk and [7:06] the testimonials, I had the feeling that [7:08] if I were to [7:10] speed up the amount of the essentially [7:12] the offer is like the cash to the front [7:14] end. So if I can get a lot more [7:16] testimonials for that through a [7:17] different channel, then it just speeds [7:19] up the ability to generate that social [7:21] proof wall and then again faster revenue [7:23] in the door today. Uh in addition to [7:26] adding the affiliate channel. [7:27] Well, the fastest channel for you. Go [7:29] ahead. [7:31] No, go ahead. I was just going to ask if [7:32] it makes sense to try something like uh [7:34] running an adfunnel for that. [7:36] You absolutely can. I'm pretty sure I [7:37] recommended affiliates because it didn't [7:38] seem like it was like within your like [7:40] realm of skill sets at the time. And so [7:41] I was like I want to take the the [7:43] highest likelihood bet as my first bet. [7:46] Given where you're at, I still like if I [7:48] had my brothers, I'd want you to still [7:50] redline this [7:51] and go harder on it because I think that [7:53] gets you to 10 12 and beyond. [7:55] Do I think that having an adfunnel is in [7:57] the future of the business? Yes, I do. [7:59] But I just want to have this base of [8:01] affiliates that's feeding you first. Um, [8:03] from an adfunnel perspective, um, I [8:06] think that it would be almost content [8:07] driven because this is a very authorit [8:09] like this is an authority thing. Like [8:10] they're literally coming to you for like [8:12] CFO, you know what I mean? Like they [8:13] they have to see you as an authority [8:14] figure. And so I think the logos of the [8:17] brands, the size of the brands that you [8:19] have being mentioned, as long as they're [8:20] okay with it in the ads, plus like two [8:23] or three very clear tactical hooks and [8:25] angles of things that they're not [8:27] thinking about or that their generic [8:28] bookkeeper or CPA is leaving out that is [8:30] going to have a dramatic effect on the [8:32] business. And so it's like I would I [8:33] know this sounds wild, but like try and [8:35] ROI yourself before the call. [8:40] You mean like a calculator close type [8:41] thing? [8:41] No, no, no. Try to ROI yourself in the [8:43] content that you're putting out. that [8:44] becomes the ads. [8:45] Ah, okay. [8:47] So, here's the next steps on the [8:49] adfunnel side. I'd prefer you still [8:50] double down on the affiliate thing, but [8:52] the the next steps look like this. [8:54] Post a shitload of content about you [8:57] doing stuff with the clients that you [8:58] currently serve and the size and the [9:01] savings, all of that, right? And talk [9:03] about all the tiny little tactics that [9:05] you do with those businesses. [9:08] Then you can hook up um uh many chat to [9:11] those organic content pieces. drive them [9:14] to uh just inbound leads. So, you'll get [9:16] leads from that and that can go optin, [9:18] VSSL, close. And then once you know the [9:21] highest performing content pieces, you [9:23] can take all that content and [9:24] immediately just distribute them as ads [9:26] to the same funnel. [9:29] Okay, that's very helpful. And then just [9:32] to pivot back to the affiliate for the [9:34] moment, most of the ones that I have [9:36] been managing to uh acquire are somewhat [9:39] warm uh people like agencies and people [9:42] in the network that I know. [9:44] Um [9:46] is it worse then going that step further [9:48] to like the cold affiliate acquisition? [9:51] Obviously it's functional, but the [9:53] amount of effort if I had my brothers [9:55] from cold is harder. [9:56] Yeah. Yeah, if I had my brothers, I [9:57] would actually advertise to uh B2B [10:00] agencies via ads instead [10:03] because there's so many e-commerce agenc [10:04] block a lead magnet to them and then [10:06] Yeah. And I would just get them on the [10:07] phone and say, "Listen, I have an offer [10:09] that is only me making you money, not [10:10] costing you money, but here's the deal, [10:14] right? [10:14] Think about it this way. If you give six [10:16] grand upfront and let's say an agency [10:18] has 30 clients, okay, they do a webinar [10:21] with you and let's say half their [10:22] customers take it, that's 15 out of 30. [10:25] If they're getting 6K up front, they [10:27] make 90,000 in the first month with you. [10:30] That's a hell of a testimonial. [10:34] Right. And then I can have testimonials [10:35] of [10:36] exactly [10:36] affiliates to social proof more [10:38] affiliates. Exactly. And so one of and [10:40] the the pain points are going to be [10:41] different. So it's like you're probably [10:42] dealing with LTV issues, churn issues, [10:45] them constantly doing XYZ. It's like [10:46] what if you could onboard a customer and [10:49] even if they leave you, you still keep [10:50] getting paid. [10:54] That's solid, [10:55] right? Cool. I got to jump to the next [10:57] person, but that that help you out. [10:58] Fantastic. I of course thank you so much [11:00] for your time. [11:01] Appreciate you, man. Rock and roll. [11:03] Appreciate you. [11:04] If you're a business owner and you are [11:06] not growing as fast as you'd like, I'd [11:08] like to give you a free gift. So, my [11:10] team and I put together the $100 million [11:12] scaling road map, which is basically 200 [11:14] hours of us looking over all the [11:15] portfolio companies we've had and what [11:17] stages of growth they went through and [11:19] more importantly where they got stuck [11:20] and how they got past it. And so we [11:22] broke it into these 10 stages and we [11:24] made this little kind of quiz thing [11:25] where if you put in your business [11:26] information, it'll tell you where you're [11:28] at and the most important part for you, [11:30] what to do for each of functions of the [11:31] business across product, marketing, [11:32] sales, customer success, recruiting, IT, [11:35] human resources, and finance. And so no [11:37] matter what you're struggling with, [11:38] someone else has already struggled with [11:40] it and solved it. And so I'd like to [11:42] give you this thing absolutely free. You [11:43] can go to acquisition.com/roadmap, [11:45] plug in your business information, and [11:47] if you want us to actually help you [11:49] deconstrain the business and you're [11:50] trying to scale, we'd love to help you [11:52] out on the thank you page. You can just [11:53] book a call with my team and we will [11:56] look at the business, see if we can [11:58] help, and if we can, we'll invite you [11:59] out to Vegas and we'll do this in person [12:01] live.

===FILE=== dmJopOfu3zE - Helping an $11M Legal Services Business Get to $25M.txt
https://youtu.be/dmJopOfu3zE
Helping an $11M Legal Services Business Get to $25M

[0:00] I set up asset protection trust to [0:02] people in lawsuits protect their money [0:04] and [0:04] in lawsuits actively. [0:06] Yeah. [0:06] Well, there you go. [0:06] Or before. [0:07] Yeah. [laughter] [0:09] And uh we do 11 million in revenue and [0:12] I'd like to be at 25. [0:13] Okay. [0:14] And I think uh two things. One, the ad [0:17] the pay-per-click costs are through the [0:19] roof eating up a lot of the profit. And [0:21] two, uh finding people who really can [0:24] sell and understand legal concepts. Both [0:26] super common. [0:27] Yeah. [0:31] Okay. So, those are two separate [0:32] problems. [0:33] Yeah. [0:33] Um, [0:36] which one's the bigger problem? [0:39] Currently, it's the ad costs are going [0:41] through the roof. [0:41] Just PPC. [0:42] Yeah, PPC. [0:48] Well, I mean, if you're bidding for [0:49] those terms, the only way to win because [0:51] it's an auction is going to be you [0:52] increasing LTV. But I'm guessing I mean, [0:54] I'm guessing you're selling relatively [0:55] expensive packages. [0:56] We are. [0:57] Yeah. So, I don't know how much room [0:58] they have there. Um, so I would probably [1:02] if if I wanted to s solve, you know, the [1:04] acquisition problem, I would probably be [1:06] looking at another paid ad, you know, [1:08] way of running ads. [1:10] So, PPC for everyone here, typically uh [1:13] pretty good returns, very consistent. [1:15] It's really nice because once you set [1:16] it, you can kind of forget it kind of. [1:19] Um, well, definitely compared to social [1:21] ads that are interruption based, you [1:22] have to refresh all the time. But I [1:24] think that may be actually the next [1:25] thing though is that I think you might [1:26] have to look at interruption based uh [1:28] paid ads rather than uh inbound intent [1:31] based. [1:31] Yeah. [1:32] Because honestly the only other thing [1:34] you could really do is just start going [1:36] top of funnel more because if you what [1:38] percentage is people who are in lawsuits [1:39] versus people who are not in lawsuits [1:41] about 50/50. [1:42] Okay. Yeah. So then I would I would [1:44] imagine that where your growth will come [1:46] is from the people who are not in [1:47] lawsuits because there's way more people [1:48] there than in lawsuits. True. [1:50] PPC is going to be intent redhot pain. [1:52] They're going to come in. and they'll [1:53] buy quickly. Um whereas the people who [1:55] are preventative obviously take a little [1:56] bit more education. That's where it's [1:58] actually very similar to the financing [1:59] thing I was saying earlier. Uh where [2:01] pushing to either virtual or in person [2:03] events, giving away lots of information, [2:05] right? [2:06] Um for selling more complex products, uh [2:08] tends to do really really well in your [2:10] space. [2:11] And so I would probably go social ads to [2:15] workshop virtual or in person. [2:17] Yeah. [2:18] Um and then sell from there into your [2:20] into your stuff. That would probably be [2:22] my strategy if I if you wanted to get to [2:24] 25 because I don't think I mean can you [2:27] you probably can't increase your your [2:28] spend on PBC that much more anyways. [2:30] True. Like like webinars, things like [2:32] that. [2:32] Okay, cool. [2:33] Yeah. So, you can do them virtually or [2:34] you can do them in person if you want. [2:36] Cool. [2:36] Yeah, because if you do it in person, [2:38] where are you out of? [2:39] Uh Florida. [2:40] Florida. Yeah. I mean, you could [2:42] probably run a 50 mile radius in Florida [2:43] and do an inerson one and people still [2:45] show. [2:45] Yeah. So, like that would be that would [2:47] be like a because it's much easier to [2:48] get people to it's it's a very easy [2:50] funnel for in person if you're local. [2:52] Like it's literally just lead genen, [2:53] call, schedule, remind the hell out of [2:55] them, expect 20 25% to show up [3:00] um of your leads, 20 [3:02] call it. Um and then from there, you'll [3:05] close a third of the room. [3:08] Great. [3:08] That's I mean, that's a very simple [3:10] model. So, I'd probably start there and [3:11] then as you kind of like get more [3:12] familiar with it, get the pitch down, [3:14] etc., Then you can go online and then do [3:15] the nation. [3:16] Great. [3:17] Does that help? [3:18] Thanks. [3:18] Yeah, you bet. If you're a business [3:19] owner and you are not growing as fast as [3:22] you'd like, I'd like to give you a free [3:23] gift. So, my team and I put together the [3:26] $100 million scaling road map, which is [3:27] basically 200 hours of us looking over [3:29] all the portfolio companies we've had [3:30] and what stages of growth they went [3:33] through and more importantly where they [3:34] got stuck and how they got past it. And [3:37] so, we broke it in these 10 stages and [3:38] we made this little kind of quiz thing [3:40] where if you put in your business [3:41] information, it'll tell you where you're [3:42] at. And the most important part for you, [3:44] what to do for each of functions of the [3:46] business across product, marketing, [3:47] sales, customer success, recruiting, IT, [3:49] human resources, and finance. And so, no [3:51] matter what you're struggling with, [3:53] someone else has already struggled with [3:55] it and solved it. And so, I'd like to [3:56] give you this thing absolutely free. You [3:58] can go to acquisition.com/roadmap, [4:00] plug in your business information, and [4:01] if you want us to actually help you [4:03] deconstrain the business and you're [4:05] trying to scale, we'd love to help you [4:06] out on the thank you page. You can just [4:08] book a call with my team and we will [4:10] look into business, see if we can help, [4:12] and if we can, we'll invite you out to [4:13] Vegas and we'll do this in person live.

===FILE=== e-MnBsbgxeo - Helping a $150KMo Coaching Business 100x to $15MMo.txt
https://youtu.be/e-MnBsbgxeo
Helping a $150K/Mo Coaching Business 100x to $15M/Mo

[0:00] So, okay. So, my co-founder Chris [0:02] Bumstead and I built Standard [0:05] uh for men to attack comfort and low [0:07] standards head-on through our [0:09] transformational online coaching. We [0:11] allow men whose bottleneck to their [0:13] success is their body the opportunity to [0:15] earn selfmastery and transform their [0:17] bodies within our fourstep success [0:20] guaranteed system. We're at 150k MR. We [0:23] want to scale to 15 mil MR in the next 3 [0:27] years. We've produced thousands of [0:29] transformations and worked with 100 plus [0:31] pro athletes, but we are demand [0:33] constrained. [0:35] You want to get to 15 million a month. [0:38] Is that all it was? Okay. [0:39] Yep. [0:40] So, get to 15 million a month. All [0:42] right. [0:44] Okay. So, what's that? So, it's a uh a [0:46] 10x is 1.5. 100x is 15 million. Okay. [0:50] So, we need 100x. So, what how many uh [0:51] sales per month is it right now? What's [0:53] the price point? [0:54] Yeah. So, right now, uh, main thing we [0:57] push towards is a 15K PIFF. [0:59] Okay. [0:59] All inclusive Telamemed with, uh, [1:02] one-on-one coaching, [1:05] master, the whole shebang. Obviously, we [1:06] can scale the price, but this is just [1:08] initially where we're at. [1:09] Yeah. So, you're selling 10 per month at [1:10] that price. Is that correct? [1:12] Uh, yeah, just about. [1:13] Okay. 10 per month at 15. Okay. What's [1:16] the funnel right now? [1:18] uh meta ad into VSSL page uh with an [1:22] application sales kick utilized to [1:25] financially qualify [1:27] setter doing manual touch points into a [1:30] one sale close. [1:32] So ads, VSSL, application, qualify, SDR [1:37] or no there. So the the touch point, [1:39] tell me about that. Like is that a phone [1:41] call or is that [1:42] uh so so we actually first off shout out [1:45] to your ACQ AI. That thing is [1:47] disgusting. Thanks. [1:49] Uh so completely re redid everything and [1:51] will be implementing the whole double [1:53] dial the uh the whole funnel system that [1:56] that you talk about in all the sales [1:58] processes. So the these metrics are off [2:00] of what we used to do. We will be [2:02] implementing what you kind of consider [2:04] like best practice. [2:05] Okay. So what were the metrics that like [2:07] what was CAC before this? [2:09] Yeah. So okay so uh daily ad spend 1300 [2:13] we were a 3500 CAC [2:16] AOV about 12K. [2:19] Uh upfront cash collected rorowaz 5.4 [2:22] and rev rorowaz 7.8 over the last [2:24] quarter. But but caveat, [2:27] it was extremely inconsistent. Three [2:29] weeks of like just not there and then a [2:31] single week of like randomly hitting [2:33] good. [2:34] Um that the last piece that I'll add is [2:36] that was in utilizing payment processors [2:39] such as [2:41] to where they take which I mean it's [2:43] nice for scaling. It's nice to get cash, [2:44] but I don't know if it's a long-term [2:45] move. [2:46] Mhm. Oh, you mean you had a BNPL option? [2:48] Buy now pay later type thing financing. [2:50] Yeah. Yeah. [2:51] Um okay, so a couple things. So the the [2:55] ads themselves who who are in the ads? [2:57] Uh Chris predominantly from a cultural [3:00] standpoint and then myself funnel is [3:03] what we're going for. I'm like he's not [3:05] going to be the salesy person. I'm Yeah. [3:07] And then VSSL is shared [3:08] between the two of us to show the the [3:10] correlation [3:11] and co-ownership. [3:13] Got it. Okay. So I'll say this. I think [3:16] the spend might be too low [3:18] which is what basically insufficient [3:20] volume feels like volatility. [3:23] Hm. [3:23] Because like if you think about it, like [3:25] if you have $3,500 CAC and you're [3:27] spending $1,300 a day, you're going to [3:28] get one sale every 3 days, it feels very [3:31] lumpy. And if for some reason you don't [3:33] have a sale every 3 days and it just [3:34] means you have nothing for six and then [3:36] you have two in a day, right? It's still [3:38] the same percentage, but it feels like [3:39] nothing's happening. And so when you [3:41] have higher price point stuff, uh, and [3:43] CAC is higher, you need daily spend to [3:46] be significantly higher, which is then [3:47] going to create the second problem, [3:48] which is you're going to not have enough [3:50] creative, uh, to fill the funnel. [3:52] Normally, I would say we'd want more top [3:53] offunnel stuff, but given the size of [3:55] Seabbum's audience and brand, I don't [3:57] think I think I don't think he needs [3:58] more recognition. Um, but you will need [4:01] more creative. [4:05] Or sorry, go ahead. Go ahead. [4:06] How how many pieces of creative um are [4:09] are you are you like basically making um [4:11] per day that you're launching? [4:13] Last quarter, not as consistent as we'd [4:16] like. running into five new creatives [4:19] for myself and five new creatives for [4:21] Chris [4:22] per day. Oh, per week. [4:24] Yeah. So, with your spend volume, like I [4:28] would like to see like I don't know. I [4:30] mean, kind of like [4:34] a lot, man. Um, like to put this in [4:36] context, [4:37] 100x, we're talking 100x. [4:39] Yeah, it's a lot more. Um, so put it in [4:41] context, like we put out 250 new ads per [4:46] day. [4:47] Mhm. [4:48] Um, now our spend's higher, right? But [4:51] if we're at, you know, even a 100 times [4:53] spend at 100,000 a day, we'd still have [4:55] sign like you're you're putting out five [4:57] per week, we're putting at 250 per day [5:00] times 7, we're at 1,500 [5:03] per week and you're at five. [5:06] And so the volume difference is is [5:08] dramatic, right? And so I would say like [5:10] the first thing is number one uh ads [5:12] have to go from five per week to [5:13] probably closer to like 100 as like kind [5:16] of a baseline in terms of volume. Number [5:19] one. Um number two [5:23] I think we need to increase spend [5:27] from you're spending was it 1300 a day? [5:29] Yep. [5:30] I would like to spend 5,000 a day. No, [5:33] you're at 150 uh a month. So, I probably [5:35] I probably want to increase spend at le [5:38] I want to get to at least CAC, right? [5:40] Just so you know where I'm thinking with [5:42] this. It's like, can we spend 3,600 a [5:44] day? Um because at 3,600 a day, that [5:46] means we can get one customer a day with [5:48] our existing, right? [5:51] Yeah. [5:51] That's that's just from a from a from a [5:54] a perspective change. Um number three, [5:58] uh what's the conversion on the funnel? [6:01] So, we've got um [6:03] Yeah. [6:03] Yeah. Like walk me through like some of [6:05] the stats here. Like where's the big [6:06] drop off? [6:07] Yeah. So we're CTR uh8% [6:11] 350 per quality. [6:14] 8. [6:15] Mhm. [6:15] That's low. [6:17] Especially with Chris's brand. [6:20] Yep. [6:20] What's the offer? [6:22] Uh so so that's again, shout out to your [6:25] your AI. We have that solidified now. [6:27] Prior did not have it solidified. [6:29] Okay. Uh but but where we're at right [6:31] now, it is a uh six it's so basically [6:35] it's like get abs in a year and [6:37] completely change life with our system. [6:39] Otherwise like we'll coach you for an [6:41] additional 3 months free. [6:42] Okay. What's the new offer? [6:45] That that's the new [6:46] That's the new one. Okay. Got it. Okay. [6:47] And the old offer was what? [6:49] Come in and work with us. [6:50] Okay. Yeah. That's [laughter] I was like [6:52] six pack in a year is actually pretty [6:53] believable. I actually really like that. [6:55] So [6:55] well so our norm is 2 and a half% every [6:58] four weeks. So it's like someone could [6:59] be 45% body fat and get down to 10 in a [7:02] year. And we have an incredible coaching [7:04] system and an incredible accountability [7:06] and like tracking data system. [7:08] So like we we can do a conditional [7:10] guarantee very easily. [7:12] Yeah. So [7:13] but yeah, that's the new system. [7:15] Okay. And the the 15 pages includes [7:18] everything all the telemet already built [7:19] in. [7:20] Correct. [7:20] Okay. Got it. So number one go from five [7:23] ads a week to 100 ads a week. And you [7:25] can do a blend of statics and video [7:27] there. And the way that I would get more [7:29] video is again like it's just you walk [7:32] in with an iPhone, take the best [7:33] winners, put it on a teleprompter app so [7:35] you can just see all your hooks and just [7:37] just walk and talk, right? Click click [7:40] click click click. Like in an hour you [7:41] should be able to get 20 30 ads. All [7:43] right? If you and Sebum do this, it's [7:45] like there's 60. And then you can take [7:46] the best performing those take those put [7:48] those as static words with images of [7:49] Sebum obviously cuz that takes him no [7:51] time. Um so that's how you can get to [7:53] 100. And once you find winning hooks, [7:55] you basically just keep reusing the [7:56] hooks and just tweaking the meat a [7:57] little bit and changing the background. [7:59] That's one. Two, increase the spend [8:01] ideally to CAC, which would be 3600 or [8:03] 3500 right now, uh, per day. I know that [8:06] feels a little bit gutsy, but you [8:07] already have a proven model. Uh, and [8:08] that's with all the steps not optimized, [8:10] right? We're going to optimize the [8:12] steps. Um, the front-end offer, you're [8:14] going to change. I like the six-pack in [8:15] a year, especially with his brand. It [8:16] feels very believable. And then on the [8:19] um where are you optimizing the pixel [8:21] from a from a advertising perspective? [8:24] Uh so so other than the media buyers [8:26] just looking at like the outcome of did [8:29] someone buy or not? They are feeding [8:30] information back into it based on one [8:33] closes if that's what you're asking. [8:35] So closes because you don't you're not [8:37] going to have enough volume. I mean it's [8:38] good to have it but it's not going to be [8:40] enough of a signal to the pixel. Like [8:41] you want something that you can get like [8:42] a thousand on. Um, and so I would look [8:45] at probably the application step would [8:48] be the step that I would try and [8:49] optimize around. And on the application, [8:51] have a different thank you page for [8:52] unqualified versus qualified, which is [8:54] probably be a huge percentage of the [8:55] traffic anyways. [8:56] Yep. [8:57] And then just make sure the pixel is on [8:58] the qualified only thank you page. [9:00] Yeah. Okay. May May I May I ask this the [9:03] last question? If you were to try to do [9:05] this in half the time, [9:07] what would be the single thing that you [9:08] would focus on the most? [9:11] Uh, it's going to be volume of creative. [9:12] I mean volume of creative and spend are [9:14] the are the two basically that's what's [9:16] going to explode the front end. [9:19] Yeah. [9:20] Like you need to spend more to get more [9:21] get more at bats. [9:23] Sure. [9:24] To spend more efficiently, we need a [9:25] better offer and better creative and [9:27] that's what we just did. [9:28] And then to make sure that we're [9:29] actually getting served to the right [9:30] audience the pixel on the correct [9:32] qualified lead thank you page. [9:35] Yeah. [9:35] The rest of it seems fine. [9:37] Like at least for like what can you fix [9:38] right now? Do that first. [9:40] Yeah. Okay. Rock and roll. [9:42] Well, thank you, Alex. I appreciate you. [9:43] You bet, dude. Appreciate you, man. [9:44] Congrats. I'm glad the AI served you [9:46] well. [9:46] Yeah, sure. Appreciate it. [9:48] All right. Talk to you, man. [sighs] [9:50] If you're a business owner and you are [9:52] not growing as fast as you'd like, I'd [9:54] like to give you a free gift. So, my [9:56] team and I put together the $100 million [9:58] scaling road map, which is basically 200 [10:00] hours of us looking over all the [10:01] portfolio companies we've had and what [10:03] stages of growth they went through and [10:05] more importantly, where they got stuck [10:06] and how they got past it. And so we [10:08] broke it in these 10 stages and we made [10:10] this little kind of quiz thing where if [10:12] you put in your business information, [10:13] it'll tell you where you're at and the [10:15] most important part for you, what to do [10:16] for each of the functions of the [10:17] business across product, marketing, [10:19] sales, customer success, recruiting, IT, [10:21] human resources, and finance. And so no [10:23] matter what you're struggling with, [10:24] someone else has already struggled with [10:26] it and solved it. And so I'd like to [10:28] give you this thing absolutely free. [10:29] free. You can go to [10:30] acquisition.com/roadmap, [10:31] plug in your business information, and [10:33] if you want us to actually help you [10:35] deconrain the business and you're trying [10:37] to scale, we'd love to help you out on [10:38] the thank you page. You can just book a [10:40] call with my team and we will look at [10:42] the business, see if we can help, and if [10:44] we can, we'll invite you out to Vegas [10:45] and we'll do this in person live.

===FILE=== egvfFY8Rv0k - Ads Have Changed Forever.txt
https://youtu.be/egvfFY8Rv0k
Ads Have Changed Forever

[0:00] Who here runs ads? [0:01] Oh wow. [0:02] Wow. What the [ __ ] [0:03] What's going on here? [0:05] Yeah. Wow. Okay. Well, then y'all will [0:07] love what I'm about to share with you. [0:09] Okay. [0:09] Wait, on what platform first? Hold on a [0:11] second. [0:11] Yeah. No, this is good. I'm hot and [0:12] bothered. [0:13] All of you. [0:15] Yeah. [0:16] This is the unique group. [0:17] Yeah, it was really interesting. [0:19] Yeah. [0:20] Okay. You guys will absolutely love [0:22] this. Okay. I'm excited. I'm interested [0:25] in [laughter] this. [0:26] So I believe that the future of media [0:30] between paid and content has completely [0:32] merged. Like we have reached the [0:34] singularity of that now. It's done. Like [0:36] that's not like going to happen. It's [0:37] already happened. It's here. And so my [0:40] paid team and my media team have now [0:42] they're now they're one. And so what we [0:46] have found to be like what's working [0:47] now, right? The stuff that's working hot [0:49] right now. Here's the crazy part. We now [0:52] mostly because when you asked the [0:53] question I was like, "Huh, that is kind [0:54] of what we do." But I was thinking about [0:56] it because it's not as often as it used [0:59] to be. And the reason is because we pump [1:01] out 450 pieces or whatever it is of [1:03] content per week. And you know what's [1:05] really cool is the algorithm will just [1:06] tell you which of these are the are the [1:07] best and most interesting. And so then [1:09] what we do is we take those things and [1:11] then just run them as ads. And I used to [1:14] think because we did this earlier, [1:15] probably a year ago, we were adding CTAs [1:17] on the end. So it'd be like I'd take a [1:18] piece of content and then I'd be like, [1:20] "Hey, by the way, get the blah blah [1:21] blah." We don't even do that anymore. [1:23] just take the ad or take the content and [1:26] then just just literally put an overlay. [1:27] Just put a banner that's just like click [1:29] to to grab a thing. Like it people get [1:32] it. They're they're they're like if the [1:34] thing was good, they're like that was [1:36] good. I'll I'll take the action the ad [1:39] platform, you know, allows me to take [1:40] right now. Whatever the whatever the [1:41] thing is, whatever the widget is. If I [1:43] if I'm leading to a a workshop thing or [1:46] if it's like hey here a scaling road map [1:48] or here are the books whatever like you [1:50] I could use the same piece of content as [1:52] long as it's relevant to whatever you [1:53] know whatever your thing is and most of [1:55] you guys are still talking about the [1:56] same topic so it should be fine for me [1:58] because I do have a wide breath like it [2:00] would make less sense for me to have a [2:01] philosophical conversation about work [2:04] output and then lead to book maybe but [2:08] like if I'm talking about like more [2:09] in-depth work stuff like that middle of [2:10] funnel bottom of funnel stuff the stuff [2:11] that has lots of saves [2:13] crush. Crush. And the reason I think [2:16] that saves thing is important for you [2:17] guys is look at the content that you [2:18] have that gives you the most follows, [2:20] not the most views. Look at the content [2:21] that has the most saves. Try running [2:24] those as your ads. And the nice thing is [2:25] with Andromeda, too, you lose so little [2:28] running a bad ad. [2:31] So, like at the very least, some of you [2:32] guys aren't putting out 450 pieces of [2:34] content a week anyways, right? And so [2:35] like if you're putting out 20, just put [2:38] all 20 up and just run them and you'll [2:41] you'll be amazed at how much better [2:43] they're performing. And I think I mean [2:45] this sounds obvious now, but like it's [2:47] 100% aligned with the platform [2:48] objectives. Like a perfect platform [2:50] would have no ads, right? And so if you [2:54] can make all of your ads look like [2:56] content, the platform loves you, [3:00] right? That's that's nirvana for them is [3:03] if the world can just have no ads on on [3:05] Meta or Instagram or Tik Tok or whatever [3:07] because like as long as the there's [3:10] purchase intent which we know that [3:11] content creates purchase intent that's [3:12] why everyone's here. So we know that and [3:14] we just didn't combine the two. So this [3:16] has been this is 100% the direction that [3:18] that we've already gone in and you guys [3:20] if you just start doing it immediately [3:22] you'll be ahead by a year. So and if [3:24] you're in Latin America you'll be ahead [3:25] by five years. [3:26] So you just take your best res for [3:28] example and you just write a banner with [3:30] a CTA. [3:30] Yes. for them to download. [3:32] Click the thing to get the thing. [3:33] You know what's interesting? We tried [3:35] the reverse of that. We took our best [3:36] ads and posted them as content and it [3:38] didn't work. [3:40] Oh, [laughter] [3:42] well, we're like, oh, like, all right, [3:45] move on. We [3:46] static image. [laughter] [3:48] We haven't made a piece of content since [3:50] then. Um, [3:52] well, I think part of that might be [3:53] bottom middle ofunnel stuff. Like the [3:56] one thing that ads give you, right, that [3:58] organic won't is that it'll give you [3:59] reach, right? You pay for the reach. [4:01] Like that's the trade. Like they [4:02] wouldn't normally boost this because [4:03] it's not good enough content to get [4:05] displayed because it's more right [4:06] hookie, [4:07] right? And so you have to pay the [4:09] platform to do it. They if it's if it's [4:11] good enough, it's valuable enough on its [4:12] own, they'll distribute it for free. [4:14] Now, if you put money behind it, they'll [4:15] super distribute it for free. [4:17] But what we did find is our best ads [4:18] were made by short form creators. So [4:21] like there is a move there. It works [4:23] taking what works organically and [4:25] running it as an ad. Not so much the [4:26] other way. But yeah, but I think [4:29] great for brand too. [4:30] Real quick, I'm going to show you the [4:31] exact 10 stage road map from zero to 100 [4:34] million plus that less than 1% of [4:36] companies finish. I've now done multiple [4:38] times. And so I can say with a lot of [4:39] confidence that these are the stages as [4:41] headcount increases that you need to get [4:43] through. And I broke each of these down [4:45] by eight different functions of the [4:47] business. What the constraint feels [4:49] like, like what are the symptoms of it [4:50] when you're going through it. And then [4:51] what steps we actually took to graduate. [4:53] And we've done this across software, [4:55] physical products, uh, service [4:57] businesses, brick and mortar, all of [4:59] this. And it works. And it's my gift to [5:01] you. It's absolutely free. And so the [5:02] link's in the description, but you just [5:04] go acquisition.comromadap. [5:05] Just enter your info and it'll spit it [5:07] right back to you. Offer.

===FILE=== eiAgZ0lHQok - Specificity Gets Past the Spam Blocker in People’s Brains.txt
https://youtu.be/eiAgZ0lHQok
Specificity Gets Past the Spam Blocker in People’s Brains

[0:00] thoughts on patent specificity and how [0:02] can other community owners apply that? [0:05] Yeah. So copy is strengthened through [0:09] specificity. So if you if you speak in [0:12] broad terms, right? So let me I'll [0:14] explain what I mean. So if I say lose [0:16] weight fast, all of those terms, there's [0:19] banner blindness around the terms. It's [0:20] not that those like if you said lose [0:22] weight fast and you went to the middle [0:24] of America where no one had ever seen [0:25] you went to an Amish person, right? And [0:26] they believed you because you're an [0:27] Amish person, too. If you said lose [0:29] weight fast, you might actually have a [0:30] super high conversion rate because [0:31] they'll just believe you. The problem is [0:33] that that happened once when you were 11 [0:35] and then you didn't lose weight fast and [0:36] then it's like okay, then you start [0:38] developing banner blind. You start [0:39] learning that people are not honest. All [0:41] right? And so the way that you get [0:43] around that like auto block that people [0:45] already have in their own brains, you [0:47] have spam blocker on your computer, you [0:49] have spam blocker in your brain, is that [0:51] you get past the spam blocker by being [0:53] specific. And so if I say, listen, you [0:56] know, entrepreneurs, [0:58] entrepreneurs work harder than other [1:00] people, that's not going to like really [1:01] resonate. But if I said entrepreneurs [1:04] miss more dance recital, miss more [1:06] baseball games, and stress out over [1:08] paying payroll at the last of the month, [1:11] right, when taxes are due, all of a [1:12] sudden you're going to get a very [1:13] different response because I'm just [1:15] being specific about what it looks like [1:17] to quote work hard, which sometimes is [1:19] sacrificing things that you want, right? [1:21] So you just want to be specific. Now, [1:23] don't use that example. use use the [1:25] example that's you know relevant to your [1:26] audience. But that's that's the idea is [1:28] you want to be as specific as possible.

===FILE=== f6csLULEuA4 - Your About Page Isn’t Selling - Here’s Why.txt
https://youtu.be/f6csLULEuA4
Your About Page Isn’t Selling - Here’s Why

[0:00] Please roast me my about page. Let's [0:02] see. Let's take a gander, shall we? [0:07] All right. [0:12] Um, understand for yourself. Okay. [0:24] Have you gone through the uh the actual [0:26] page roasts? because I would um I would [0:29] throw that in there. Uh because you [0:31] probably want to have a little bit more [0:32] social proof if you can afford it. Uh [0:34] this is where I would have people go for [0:37] like help people for free, get them to [0:39] leave you a testimonial so you can get [0:41] like 10. I would say that's a nice rule [0:43] of thumb is like get about 10 [0:44] testimonials of people that you've [0:46] helped do whatever it is you do. So [0:48] decoding human behavior. um so help them [0:51] and then put those testimonials up here [0:53] and I'd rather them be written uh and [0:56] highlighted around the key points with [0:57] maybe an image or screenshots from [0:59] inside of the community. I think those [1:01] will be the main things. Um beyond that, [1:04] we want to talk about the features. So [1:07] these two don't convince me to buy. So I [1:11] want each of these images probably one [1:13] of these or two of these to be lots of [1:15] compelling proof or my favorite version [1:19] of this is feature [1:21] proof related to feature being the thing [1:23] that unlocked their human whatever right [1:26] so it's like if I have my you know [1:28] decoder method and then I've got Sarah [1:31] who's like man the decoder method on its [1:33] own was worth this whole thing I like I [1:34] had you know I fixed all this [ __ ] in my [1:37] past whatever and then the next one is [1:38] the the sixstep, you know, stress [1:41] framework, whatever. And then you've got [1:43] John who's like, "This thing is worth [1:45] its weight in gold. I would have paid [1:46] two years, you know, I went I paid [1:48] $5,000 of therapy and I didn't even get [1:50] this kind of clarity and I got in the [1:51] first week." Right? So, you want each of [1:54] the features to be paired with a [1:56] testimonial or two that proves that the [1:59] thing is valuable. And so, that's what [2:01] each of these things are. And I would [2:03] lead with the video. Uh, so that [2:05] probably be the the the first one [2:07] actually. I mean that one I haven't [2:09] split test on. So that so that's that's [2:10] just a personal preference. Um and then [2:14] let's see this first guy. Uh follow your [2:16] heart. So this doesn't increase the [2:18] likelihood that I buy. Um and so I want [2:20] this I want this to be a promise. Okay. [2:22] So you want promise and you want some [2:23] level of proof. Okay. So promise would [2:26] be like uh we help you get this result [2:28] in this period of time and then some [2:30] sort of unique method. And then proof [2:32] would be 38% of people within the first [2:35] month knock out one of their core [2:37] anxiety things. Whatever, right? You [2:39] want to show that. And if you're like, [2:40] well, I don't have that stat. That's why [2:41] you survey your members so that you can [2:42] get data so you can make those claims. [2:44] Okay, so that's the stuff on this page. [2:46] Uh, let's look here. So, harsh [2:49] awakening, cockroaches in the floor, [2:51] 200,000 in the bank. Okay. Um, sounds [2:55] familiar. I don't think this will [2:56] actually sound familiar for a lot of [2:57] people having 200,000 in the bank [2:59] account. Um, I don't I don't think [3:02] that'll resonate. So, this is weird [3:03] because on one hand you're trying to [3:04] show rock bottom and on the other hand [3:06] you're saying you have a lot of money [3:07] and I think it's confusing. So, either [3:09] like either flex about the money or the [3:12] money has nothing to do with like either [3:16] either pick rock bottom or rock top. [3:19] Don't do both. So, rock top is I you [3:22] know I had the penthouse. I had [3:24] everything but like in inside I felt [3:26] meaningless and I didn't want to keep [3:28] living. That's a rock top moment. Rock [3:30] bottom is, you know, I just I just woke [3:32] up with vomit on my shirt and a needle [3:35] still stuck in my arm and I was like, [3:37] where am I? I need to change something [3:38] about my life. That's rock bottom, [3:40] right? You have to pick whether you're [3:41] going rock bottom or rock top. And you [3:43] know, candidly, richer people have rock [3:46] top moments. So, if you're going to sell [3:47] to wealthier people, maybe that's who [3:50] you want to attract if you're going to [3:51] have that be the lead. Um, again, I'm [3:55] not I'm not against a story lead, but [3:57] I'm guessing that most of the people who [3:58] are going to this know who you are, at [4:00] least at this level. So, I'd probably [4:02] start with the promise of like what [4:03] you're actually going to help them do. [4:05] And so, um, when your heart's so big, [4:08] okay, so this looks very poetic, but [4:10] it's it has no fe like what do I like I [4:12] have no idea what I get in here. And so, [4:14] we just need to be really tangible about [4:17] what it is that they're going to get, [4:19] why it's important, and how it works. [4:23] That's it. And then the rest of this is [4:25] proof that it will work for them. And we [4:27] use the rest of these people as [4:29] basically trying to cover or paper [4:31] different avatars saying like, okay, if [4:33] I've got Sarah who's 60 and she's black [4:35] and I've got Brian who's 25 and he's [4:38] white and I've got, you know, whatever, [4:41] Lee who's [ __ ] Asian and whatever, [4:43] right? Like that's the point. Say you [4:45] want to show different demographics, [4:46] different ciphographics, different age [4:47] groups. And if if you're trying to go [4:49] wider, if you want to just do dudes, [4:51] again, I don't know the who here. So, [4:54] there's a lot of things you got to get [4:55] clear on. You got to get who am I trying [4:56] to serve? What am I going to help them [4:58] do? How am I going to help them do it? [5:00] When am I going to help them do it by? [5:02] And this is just for everybody here. [5:03] It's like if you don't know how to [5:04] answer the the who, what, where, when, [5:06] why questions, start there. Like, like [5:09] just go through the questions and it [5:10] makes this a lot easier to make these [5:12] sales pages. And the rest of it is just [5:14] proof related to each of those points [5:16] that you really can do what you say you [5:17] can do. Okay, cool. [5:20] You guys like that? Great.

===FILE=== fFNDAof0aUc - The Hardest Business Model to Get Right.txt
https://youtu.be/fFNDAof0aUc
The Hardest Business Model to Get Right

[0:00] Hey. Yeah. So, this is Sebastian. I sell [0:02] rental relocation services to people who [0:04] want to move to the Netherlands or want [0:06] to move within the Netherlands itself. [0:08] Okay. We make zero dollars at this [0:10] point. Uh what is stopping me is that I [0:12] am getting free users uh for a free tool [0:15] I built to kind of host all the [0:17] listings. [0:17] So, the software [0:19] Okay, [0:20] that's it. Yeah. But barely any [0:21] conversions to the paid offer. Um, so if [0:24] I can't get paying customers, I'll [0:25] basically have to get back to having a [0:27] job in about a year, but I got some save [0:29] to to work on this. [0:30] Okay. [0:30] Um, so really my focus is on how to [0:32] define my avatar so I can specifically [0:34] target higher paying clients. [0:36] Yeah. [0:36] Uh, the free service is doing well. I'm [0:38] getting about 330 users there. So like [0:41] it's growing by itself per month. [0:43] Leading to um just in the last three [0:45] months by word of mouth. [0:46] So 100 100 users a month. [0:49] Yes. [0:49] Is it accelerating? [0:51] Um, yeah. So, for example, today I got [0:54] five free users without doing any [0:55] marketing. Yesterday I got like six. Um [0:58] I've had cases where I get like 80 in a [1:00] day if a group shares it. [1:02] Okay. [1:02] Um it just like that's more so students [1:05] and young people that feel like they can [1:06] do the tech. [1:07] My ideal was let me share it that way [1:10] and then some of the users will be [1:11] willing to pay for it. And that [1:12] transition has been hard for me. [1:15] Uh how many of them have you got on the [1:16] phone with? [1:18] Um so in total just three. Um, a lot of [1:21] them are just students where like [1:22] they're they're [1:27] a month. I'm not able to sell them a [1:29] 1500 euro service or more. Um, for the [1:32] ones that got on the phone, I got one [1:34] person as a someone who will be a client [1:36] essentially. The thing is he's only [1:38] starting to look for an apartment in [1:39] September. So, it's just too long of a a [1:41] timeline for me to wait for that to get [1:43] a referral and like get that as a [1:46] result. [1:47] So, I have two considerations. So, the [1:49] first one is [1:51] the volume that you have for a free tool [1:53] is actually still pretty low. Um, [1:56] [clears throat] [1:56] and so [1:59] I would normally say maybe we need to [2:01] constrain down the amount of free stuff [2:03] that you're giving so that the paid tier [2:04] is more attractive, right? So, it's like [2:06] if if Spotify had no ads ever, then you [2:09] would just never upgrade, right? If they [2:10] make the ads annoying enough, you make [2:12] the upgrade, right? And so, there's [2:13] always a sweet spot with Fremium. frame [2:14] is one of the toughest models out there. [2:16] But if done well, you basically have [2:17] zero cost of acquisition and all of your [2:20] your marketing efforts. So just so you [2:22] can reccharacterize how you think about [2:23] the business, your marketing spend if [2:26] done well is on ascension. So think [2:29] about all of the free users, they should [2:31] be zero. That the cost of that should be [2:33] zero. And then where you deploy capital [2:35] or effort should be on the ascension. [2:37] And so right now, if you've only gotten [2:39] on the phone with three out of 300 [2:41] users, I see that as silly because right [2:43] now, given the if you're getting five a [2:45] day, if you told me I have five sales [2:46] calls a day, the likelihood that you're [2:48] not going to make money is really low. [2:49] So I would say like can can you add in [2:52] an onboarding component that you [2:54] manually do it? Because I think those [2:55] conversations like if you told me six [2:57] months from now uh because at the rate [2:58] that you're currently growing because [3:00] it's accelerating, uh you probably have [3:02] another 500 users conservatively. If you [3:05] take 500 calls over the next three [3:06] months, one, you will make money. Two, [3:09] you will learn very quickly rather than [3:11] me telling you what your users want from [3:13] them what what they will want more and [3:15] you might end up pivoting the business. [3:17] I don't know because it's obviously [3:18] super new. Um, but that is that is what [3:22] I would do because right now you're [3:23] super early. So, it's like we just need [3:25] to make dollars. You have free lead [3:27] genen which is the hardest part to [3:28] crack. So, kudos to you for doing that. [3:30] But that's what I would focus on. [3:32] Okay. Yeah. Yeah. So, that's one thing I [3:34] like I said, I have one client that's [3:35] willing to pay in September. The one [3:37] caveat I've had so far is just because I [3:39] can see the uh the type of home they're [3:42] looking for. Yeah. Is like 80% of the [3:44] free users have basically have a budget [3:46] of $1,000 or less and it's mostly being [3:48] shared under students. So, that's where [3:50] like I I I feel like maybe just [3:52] um even if I could get them on the [3:54] phone, like they're still students who [3:55] literally have no money. [3:57] You want to ask them because the thing [3:59] is is you're you're thinking about only [4:00] one let me say it differently. [4:03] the we want to channel demand. We do not [4:07] want to create demand. So demand already [4:09] exists and we want to we it's like think [4:11] about this like these rivers of desire [4:13] and when we market or sell we just want [4:15] to like carve out a tiny little piece of [4:17] that river and direct it towards us. And [4:19] so right now you've got a flow that's [4:20] coming towards you. You've got these [4:21] students that want your thing, right? [4:25] And so there might be a rivullet that [4:26] exists there that's like maybe there is [4:28] an automated thing that's $50 or $100 [4:30] that you can sell them that and there's [4:33] a ton of volume there too. So like there [4:36] might be a play there. But either way [4:37] right now I think you tinkering on the [4:38] computer is not going to be the [4:39] solution. [4:40] Yeah. [4:41] So getting on the phone and also you'll [4:43] find out quickly. [4:46] Are there messaging that they're [4:47] responding to that the people who have [4:48] money aren't? [4:51] Because obviously you're getting all [4:52] these students now. Maybe you got shared [4:53] in these groups and that's fine and we [4:54] don't want to shift the whole you know [4:55] the whole product roadmap because you [4:57] had some early traction with a specific [4:58] demo that wasn't your your your goal but [5:01] we also have the real the financial [5:02] reality of like the like the likely in [5:05] order for this to succeed and increase [5:06] its chances we need to make money and so [5:08] I'm okay with it yeah right with it [5:10] being bootstrapped and you making a [5:11] couple hundred bucks a day uh just from [5:13] having those conversations and what'll [5:14] probably happen too is that when you [5:16] serve a cheaper demographic first you [5:18] end up finding ways to automate almost [5:19] everything which if you can do that you [5:22] might end finding out that you [5:23] automating everything for them allows [5:25] you to be a lowc cost leader which then [5:26] allows you to serve a huge base at a [5:28] really affordable price but still have a [5:30] high gross margin. [5:32] Got it. Yeah, that's basically what the [5:33] free tool does is I looked at what our [5:35] kind of software are currently charging [5:36] for like 40 bucks a month and I [5:38] basically just copied that but for free. [5:40] Now I just have to yeah figure out how [5:42] to get people through that. [5:43] Just ask them what they're what they're [5:45] struggling with. Like you might find out [5:46] that you actually are lead gen from [5:47] moving services, dude. [5:50] Like the just think the next problem [5:52] like whenever you solve a problem for a [5:54] customer if you do it well it always [5:56] creates another problem. If I solve [5:57] leads you'll have sales. If I solve [5:58] sales you'll have delivery. If you have [6:00] delivery issues you're going to have [6:01] revenue retention expansion issues. If [6:02] all of those things are right then [6:04] you're going to have leadership and [6:04] scaling issues. If all of that's right [6:06] too like we go back to the beginning [6:08] create more demand, right? So like [6:09] there's always problems. So as long as [6:11] you're doing it well just ask them the [6:13] next thing they're doing. Like you could [6:16] sell the you could sell the student [6:17] leads probably like there's a version of [6:20] this business that doesn't sell anything [6:21] just sells the leads themselves [6:24] just to bold itself. Yeah. [6:25] Yeah. And just sell the leads cuz the [6:27] moving company will happily sell you [6:29] know pay you 200 bucks or 300 bucks for [6:31] a warm handoff and then you have no [6:32] work. [6:33] Mhm. [6:33] So like there's there's plays here but I [6:36] think it all is going to start with you [6:37] getting on the phone with these [6:38] customers. [6:39] Okay. So, just make like within the [6:41] onboarding flow whenever they give their [6:42] email name basically make one step [6:44] before finalizing just like get online [6:47] calls. [6:47] Yeah. And you're going to have no shows [6:48] to be clear. You're going to but you can [6:50] also like the moment you get it I would [6:52] outbound call. [6:53] Okay. [6:55] Got it. Sounds good. [6:57] That's what I would do, man. [6:58] Like I'm working on that. [7:00] You bet, dude. I appreciate you, man. [7:03] All right. See you. [7:04] All right, brother. If you're a business [7:06] owner and you are not growing as fast as [7:08] you'd like, I'd like to give you a free [7:09] gift. So, my team and I put together the [7:12] $100 million scaling road map, which is [7:14] basically 200 hours of us looking over [7:15] all the portfolio companies we've had [7:17] and what stages of growth they went [7:19] through and more importantly where they [7:21] got stuck and how they got past it. And [7:23] so we broke it into these 10 stages and [7:25] we made this little kind of quiz thing [7:26] where if you put in your business [7:27] information, it'll tell you where you're [7:29] at and the most important part for you, [7:31] what to do for each of functions of the [7:32] business across product, marketing, [7:33] sales, customer success, recruiting, IT, [7:36] human resources, and finance. And so no [7:38] matter what you're struggling with, [7:39] someone else has already struggled with [7:41] it and solved it. And so I'd like to [7:43] give you this thing absolutely free. You [7:44] can go to acquisition.com/roadmap, [7:46] plug in your business information, and [7:48] if you want us to actually help you [7:50] deconstrain the business and you're [7:51] trying to scale, we'd love to help you [7:53] out on the thank you page. You can just [7:54] book a call with my team and we will [7:57] look at the business, see if we can [7:58] help, and if we can, we'll invite you [8:00] out to Vegas and we'll do this in person [8:02] live.

===FILE=== fNPlt_C54KM - The Junk Drawer Problem Every Founder Hits.txt
https://youtu.be/fNPlt_C54KM
The Junk Drawer Problem Every Founder Hits

[0:00] We sell direct response e-commerce [0:02] products. We're all paid media. [0:04] Uh we do about $3 million a year in [0:06] revenue. [0:07] Direct response [0:08] e-commerce products. [0:10] Okay. Like drop shipping stuff [0:12] pretty much. Yeah. It's it's more [0:13] branded than that, but essentially is. [0:15] Yeah. So you have customers for doing [0:16] that or you're doing that? [0:17] We're doing that. [0:18] Okay. Got it. And so you have a handful. [0:20] How many SKs do you have? [0:21] Uh like four. [0:23] Okay. Is it all the same brand? [0:25] No. [0:26] Okay. [0:27] Yep. So we have uh we're doing it's like [0:30] four months old. So we're doing a run [0:31] rate of like uh three million a year. Um [0:34] we have you know background in like paid [0:36] traffic affiliate. Um so it's not the [0:38] first rodeo with that. We're trying to [0:39] get to like 15 million a year run rate. [0:42] Okay. [0:42] Um what's stopping us right now you know [0:45] not entirely sure but um basically like [0:48] we have each step for everything that [0:50] has to be done. We built out teams and [0:52] systems for the main priorities and [0:55] those things are working pretty well. [0:56] I'm happy with uh our talent and what [0:58] they're producing. Uh but so far what [1:01] I'm experiencing is that you know I'm [1:03] left with this you know list of like [1:05] random chores that somehow only I can [1:07] do. [1:07] A junk drawer. Yeah. [1:08] But I'm not sure how to approach hiring [1:11] for this because it ends up being like a [1:13] very niche specific task. But I may I [1:16] might only need them for like you know [1:18] 20 minutes a week or something. So it [1:19] ends up being me but with a million [1:21] things you know. [1:23] And your founder? Uh yeah, co-founder. [1:26] Okay. Um [1:29] so let's start here. You want to get to [1:32] 15 million. What stops you from spending [1:34] more money? [1:38] Uh nothing right now. I mean, so we just [1:40] hired a pretty robust funnel team and an [1:43] operations guy, like a strategist. So [1:45] kind of just waiting on those things to [1:47] kick in really. Okay. [1:48] Um but I'm I'm fairly confident that we [1:50] we should be able to at least do another [1:52] 2x from here. [1:54] Okay. [1:55] So [1:58] this is more a complaint [2:01] than a constraint, right? [2:02] Okay. [2:03] No, I'm just No, I'm This is me asking [2:05] for clarity. So we think we can double [2:08] if we just spend more money. I'm not [2:10] spending more money because I'm waiting [2:11] for this thing to happen. Once this [2:13] thing happens, then I'm going to spend [2:15] as much money as I can. [2:16] Sure. [2:17] Right. Um and in the meantime, I have [2:21] stuff I don't feel like doing. [2:23] Okay. No, I'm I'm like this is me trying [2:25] to translate back. Is that true? Is that [2:26] like accurate? [2:27] Yeah, but eventually there's going to be [2:28] enough of that stuff that like I will [2:30] have to find some way to hire out for [2:31] these things. [2:32] Yeah. And then there'll be more stuff [2:33] that you'll still do. [2:35] You'll just do the more important [2:37] valuable stuff and give the other stuff [2:39] to somebody else. [2:40] Yeah. But a lot of it ends up being [2:41] fairly tedious. Like it's it doesn't [2:44] feel like high leverage or high value at [2:46] all. [2:46] I mean, this is where like VAS and [2:47] product project work can come really in [2:49] handy. [2:50] Like I'll give you an example. So, when [2:52] we made all the ads for the launch, [2:54] right, I don't I didn't need the amount [2:57] of editors that I had to spin up in [2:59] order to because like I'm not going to [3:01] be making 300 ads a week, you know, [3:04] ongoing. I don't need to. But for the [3:06] launch, I did and I wasn't going to hire [3:08] an extra 15 editors full-time because [3:10] it's just like I don't need that. And so [3:13] we spun up 15 editors that were [3:15] contractors who would then just clip and [3:17] we had one person just did QA on it to [3:19] make sure that it was good and then we'd [3:20] ship them. Right. And so if we have [3:22] something that's like one timeish work [3:24] where it's sporadic then I'm fine just [3:27] having a suite or a bench of contractors [3:29] that I can turn on and off. [3:30] Sure. [3:31] As long as they do decent work. [3:33] We do similar things like with our with [3:35] our video editors as well, but you know [3:37] some of the tasks are fairly specialized [3:39] like [3:39] I understand. I was just using as an [3:41] example for editors, but I'm saying like [3:42] if you have tedious work, like [3:44] this is where the Fiverrs of the world [3:46] like can come in handy [3:47] and worst case you train a contractor or [3:50] VA on how to do it and then they do it. [3:52] Yeah. Just like someone that's high [3:54] level enough in like Shopify work, but [3:56] we only use them for a few. [3:57] There's tons of Shopify contractors, [3:58] like a boatload of them, and they're not [4:01] that expensive, and some of them are [4:02] really good. [4:03] Yeah. I like I would just look at my [4:04] list. What are the things I'm doing on a [4:06] regular basis? Can I ship out most of [4:08] these to a contractor who does a peace [4:09] meal? Probably. And now you're trading [4:12] 20 hours for two. And that's just you [4:13] just keep making that trade until [4:14] eventually you've managing a ton of [4:16] people and then it's like great, one [4:17] person is managing all of these and you [4:18] just trade all that time for you getting [4:20] more because hopefully if you're doing [4:21] that much work then you should have the [4:22] revenue to support um that role. [4:26] Have you have you scaled [4:29] e-commerce like this before? [4:31] Yeah. [4:32] Okay. Are you [4:35] are you just running paid ads? [4:38] Uh yes. [4:40] Okay. Do you have influencers who are [4:42] doing stuff? [4:42] No influencers who are looking to hire [4:44] for that, but we we have three or four [4:47] channels for paid at least. [4:48] Yeah. [4:53] I'll say this. How big do you want this [4:56] to be? [4:57] Uh, I mean ultimately like the goal is [4:59] we'd like to have a portfolio of call it [5:02] four or five brands that we can then [5:03] exit in a couple years. [5:05] So I have this conversation every week [5:08] um with somebody who's doing e-commerce [5:11] and it's almost always the same like I [5:13] would like to have a portfolio of a [5:14] handful of products that I could [5:16] eventually sell someday. [5:18] I have really yet to see anyone do that. [5:21] Um, and it's I think for two reasons. [5:24] One is that as you continue to scale, [5:27] your CAC will continue to go up and your [5:29] gross margins will shrink and that will [5:32] get frustrating. You will then also have [5:34] supply chain issues which would become a [5:36] burden. You also have dupes if you start [5:38] becoming really good that will undercut [5:40] you in price and list on Amazon and all [5:42] that stuff. Um, do you have patent [5:44] protection like for any of these [5:45] products? And so like you right now run [5:48] a media arbitrage business and it works [5:51] really well up to about 10 million. [5:52] Okay. and then it will quickly stop [5:55] working very well. Um, and so I think to [5:57] your point of like you can see a double, [5:59] that's probably true. You might even [6:00] have a triple that's sitting there with [6:01] a little bit optimization, more email [6:03] follow-up, blah blah blah blah blah. Um, [6:06] but you'll you'll probably get close to [6:07] capping in that neighborhood, 10, maybe [6:09] 12. Um, and then you're going to be [6:11] like, well, we're doing a million dollar [6:12] a month, but we have like almost no [6:14] margin and our cash flow is Um, [6:16] and so the what I think you want is that [6:20] you want to build a brand that has a [6:23] product that you really believe in that [6:26] will allow you to recruit affiliates to [6:29] [snorts] your cause. When I say [6:30] affiliates, I mean influencers, not [6:31] traditional direct response uh [6:33] affiliates that are just mercenaries, [6:35] but like people who actually believe in [6:36] it. Um, and when you do that, you will [6:39] actually be able to build a brand [6:40] because fundamentally like any one of [6:42] the products can be big enough on their [6:44] own to sell. And so rather than saying [6:47] like why don't we try and build four [6:49] totally different products and totally [6:51] different brands at the same time, it's [6:53] like why don't we just try to build one [6:54] that we really like that we think has a [6:56] chance at actually like really helping [6:59] people for whatever the problem that the [7:00] the product solves. Um, [7:03] that's what will build what I think you [7:05] want. It's just that most people who [7:07] come from the direct response world just [7:09] are pure performance marketers. And I [7:10] say this being someone who comes from [7:12] that world. And I had to learn the hard [7:15] way that you will run into the wall that [7:18] there's a there's a great article you [7:19] can read called the direct response doom [7:20] loop which you might have read. But [7:22] basically you just do this revenue goes [7:24] up, margins compressed, margins [7:26] compressed until you're eventually here [7:27] and then you have to keep selling in [7:28] order to maintain your team. And then [7:29] you just run a very large very high high [7:30] liability nonprofit and it sucks. and [7:34] cash flow is a huge constraint and [7:35] you've got all the supply chain [7:36] and then you're like this sucks and then [7:39] you'd have another conversation come [7:40] back here and be like hey we're doing 12 [7:41] million with 7% margins and I would say [7:44] okay of the four products you have which [7:45] one is the the one that's the the clear [7:47] winner that's the one that's carrying [7:48] all the other losers and you'd be like [7:49] well it's this one and then I'd say okay [7:50] cool why don't we just get rid of these [7:52] three and then put all of your effort on [7:53] this do you think you'd be able to win [7:54] that way you'd be like oh my god for [7:55] sure and be like great so like why don't [7:57] we do that and then actually invest in [7:58] building the brand yeah [8:00] around it [8:00] we we definitely have uh you [8:03] We're we're paid traffic affiliates, so [8:05] like we're data people. Like u but so [8:08] one of the things that I've thought [8:09] about is like you know our our biggest [8:11] skew it's good but it's not like it's [8:13] not that good. Like I know a good [8:14] campaign when I see it. So like part of [8:16] the purpose of building out like uh you [8:18] know our research and funnel teams is [8:20] like [8:20] well eventually we're going to find [8:21] something where the market is just like [8:23] 10 times better you know. So it's like [8:25] do we keep chugging along with like the [8:27] one that's like a six out of 10 or do we [8:29] find go find the nine and then go all in [8:30] on that? [8:37] The skill set that you guys are [8:39] deficient in is going to be brand [8:42] and that's what you have to learn how to [8:44] do [8:46] and the brand is also completed with the [8:48] product, [8:48] right? [8:49] So like that's what completes the brand [8:50] loop. Like we make this amazing promise, [8:52] we have all these great associations. [8:53] People then make the purchase and then [8:55] the product either reinforces the brand [8:56] or [snorts] destroys the brand. And if [8:58] it reinforces the brand, then the loop [9:00] continues and becomes a virtuous cycle. [9:01] And that's how you go from an e-commerce [9:02] store that does media arbitrage into a [9:05] household name that you can sell for not [9:07] just 50 million, but maybe 500 million. [9:10] And so it's just that like [9:13] I have this conversation literally every [9:14] week. And so [9:18] I know that you're coming at this from a [9:20] math perspective. It's just that it will [9:22] not work at scale. And so I would rather [9:26] you spend as little as you can on all of [9:27] these different things to find a product [9:29] that you guys really think is legit and [9:32] has some level of defensibility if you [9:33] can because if you don't have a [9:35] defensible product the only thing that [9:36] you have is the brand to differentiate [9:37] you. [9:39] Yeah. [9:39] That's the only differentiator. And so [9:41] if you're competing because like just [9:44] played out the next step, right? Like [9:45] let's say you find your nine out of 10. [9:47] No one's buying that. Like private [9:49] equity investor not buying it because [9:51] they know the game. They buy brands. [9:53] they don't buy products and so you get [9:55] your nine out of 10 and then the dupes [9:57] flood because they see that you're [9:58] killing it and then they undercut you on [10:00] all this stuff and then your row goes [10:02] down and then you leak everything to [10:03] your competitors. So either you have [10:05] some sort of patent that you can [10:06] actually protect and you have a legal [10:07] team that can enforce it or you build a [10:10] brand. So like that's the long-term [10:13] play. The rest of this is just [10:17] making money until you figure that out. [10:20] I'm being super real with you. Yeah, [10:21] I just rather save you a couple years. [10:23] But like that is where this leads. [10:25] Okay. [10:27] I mean, so [10:28] how do you build a brand? [10:29] Yeah. Right. [laughter] [10:30] Yeah. How do I do that? But um you know, [10:32] we are working on like the legal [10:34] defensibility of it. You know, I I [10:35] didn't mean to say like [10:36] I would lead with branded in making [10:39] I would lead with brand rather than [10:40] legal. [10:40] Yeah. Because legal, you have to like [10:44] it's still tough to like it's it's [10:46] better to be big and then win with legal [10:48] than try and be small and win with legal [10:50] because you'll just get drowned in fees [10:52] and it's it's it's better to just have [10:54] the coolest brand and have the coolest [10:55] people promoting the thing and then [10:57] people just want to buy from you even [10:59] though they see the cheaper knockoffs. [11:01] Got it? [11:02] But that's like that's what you have to [11:04] do if you really want to go where you [11:05] want to go. Otherwise, you're just going [11:06] to be cycling through SKS and you're [11:08] going to say you have a portfolio and [11:09] it'll sound impressive to people who [11:10] don't know what you're talking about. [11:12] But like margins will do this, cash flow [11:14] will get and you have [11:15] co-founders and it'll be like this is so [11:17] much work. This sucks. [laughter] I wish [11:20] we' said one product that we all really [11:21] believed in that we could like build a [11:23] business around. [11:23] Yeah. [11:24] And that's what you want to do. [11:25] Cool. Thank you. [11:27] Yeah. You bet. If you were a business [11:28] owner and you are not growing as fast as [11:31] you'd like, I'd like to give you a free [11:32] gift. So my team and I put together the [11:35] $100 million scaling roadmap, which is [11:37] basically 200 hours of us looking over [11:38] all the portfolio companies we've had [11:40] and what stages of growth they went [11:42] through and more importantly where they [11:44] got stuck and how they got past it. And [11:46] so we broke it into these 10 stages and [11:47] we made this little kind of quiz thing [11:49] where if you put in your business [11:50] information, it'll tell you where you're [11:52] at and the most important part for you, [11:53] what to do for each of the business [11:55] across product, marketing, sales, [11:56] customer success, recruiting, IT, human [11:59] resources, and finance. And so no matter [12:01] what you're struggling with, someone [12:02] else has already struggled with it and [12:04] solved it. And so I'd like to give you [12:06] this thing absolutely free. You can go [12:07] to acquisition.com/roadmap, [12:09] plug in your business information, and [12:10] if you want us to actually help you [12:12] deconstrain the business and you're [12:14] trying to scale, we'd love to help you [12:15] out on the thank you page. You can just [12:17] book a call with my team and we will [12:20] look at the business, see if we can [12:21] help, and if we can, we'll invite you [12:22] out to Vegas and we'll do this in person [12:24] live.

===FILE=== fOPhKzYZPGU - Helping a Course Business Scale.txt
https://youtu.be/fOPhKzYZPGU
Helping a Course Business Scale

[0:00] So, I'm going from a $2,500 eightweek [0:03] course to a $5,000 annual three of them. [0:07] Both told me to do, so we're doing it. [0:10] Uh, annual subscription. [0:12] Yeah. [0:13] Comes with the same course, but now it [0:14] has a community. [0:15] Yeah. [0:16] Should I just launch with that offer or [0:18] should I have a downell and an upsell? [0:21] I would just launch with that. [0:22] Keep it simple. [0:23] And then just test that out and see if I [0:25] want to add something later. [0:27] Yep. [0:28] Cool. Yeah, just keep it simple. Just [0:30] jam as many people into that as you can [0:32] and then just work on the retention [0:33] piece. So, if you're are you familiar [0:35] with YPO, like young professionals [0:37] organization? [0:38] Yeah. [0:39] So, um there are only a handful of [0:42] networks that I think have done it [0:43] really well. Um I think Chief for a [0:46] minute was and then they kind of like [0:47] lowered the bar. And so, one of the [0:49] really hard parts about building a [0:51] network is it's all about the quality of [0:52] the per of the of the network [0:54] unsurprisingly. And so like Harvard [0:56] maintains its reputation not because it [0:58] can collect $60,000 a year from people, [1:00] but because they turn down 91%. [1:03] And so what if you want to build it into [1:05] a really enduring business, it's about [1:07] making it into the best networking [1:09] community for advertisers so that it's [1:12] like long over the long term you build [1:14] the brand into something that people [1:16] aspire to get that gold star next to so [1:18] that they can put it on their resume and [1:19] they're like, I'm part of this [1:21] association. And then people know who [1:22] hire again long term that this is uh [1:25] this is something that has gravitas. [1:28] Short term you can just sell [ __ ] and [1:29] make money. Don't get me wrong. I'm just [1:31] saying that if you wanted to build this [1:32] into like a big thing that's that's the [1:34] the path. [1:35] Is there anything you would do to make [1:36] it feel more exclusive and more hard [1:39] turn people down. [1:41] Just being real. Like everything of [1:43] exclusivity comes down to who you choose [1:46] to not take money from. like you can't [1:49] be exclusive and also accept all all [1:51] forms of payment. [1:54] And that's the hardest part. It's that's [1:55] that's why that's why most people can't [1:57] do it because it takes it takes a way [1:59] longer time horizon. And I don't know if [2:01] I don't know if that's if you want to do [2:03] that like because the thing is is like [2:04] you can not have that horizon just know [2:06] how to market and sell and make 10 [2:07] million bucks a year. And so for a lot [2:09] of people it's like I'm good with that. [2:11] And so you can do that, but if you want [2:12] to build a household brand and like re [2:14] basically the thing is you have the [2:16] track record that [2:18] it's actually in the carts for you. Most [2:20] people can't because they didn't run the [2:22] most successful ad campaign of all time. [2:24] And so like that's something that you [2:26] know if I were if I were you, I'd be [2:29] like, do I have the patience to build [2:31] something over a decade? And if I do, [2:34] then that would be something that I [2:35] would consider. But if I was like, hey, [2:36] if you're like, hey, Alex, how do I make [2:37] more money? I'd say [ __ ] all that. just [2:40] run ads to that thing, hop on the phone, [2:42] sell people the $5,000 year membership. [2:44] Is it another way to do that? Just keep [2:46] jacking up the price? [2:47] Yeah, you can. I mean, the thing is that [2:50] the the increase in price theoretically [2:53] quote raises the bar, but it doesn't [2:55] because think of like Harvard's [2:57] expensive, but it's it's like there's a [2:59] price that gets a certain type of person [3:00] there, but you still have to be able to [3:02] turn people away. It's both. [3:06] That's the tough part. [3:08] All right. I look forward to your [3:09] creatives being my first customer. [3:12] If you're a business owner and you are [3:14] not growing as fast as you'd like, I'd [3:16] like to give you a free gift. So, my [3:18] team and I put together the $100 million [3:20] scaling road map, which is basically 200 [3:22] hours of us looking over all the [3:23] portfolio companies we've had and what [3:25] stages of growth they went through and [3:27] more importantly where they got stuck [3:29] and how they got past it. And so, we [3:31] broke it in these 10 stages and we made [3:32] this little kind of quiz thing where if [3:34] you put in your business information, [3:35] it'll tell you where you're at. And the [3:37] most important part for you, what to do [3:39] for each of functions of the business [3:40] across product, marketing, sales, [3:41] customer success, recruiting, IT, human [3:43] resources, and finance. And so, no [3:45] matter what you're struggling with, [3:47] someone else has already struggled with [3:48] it and solved it. And so, I'd like to [3:50] give you this thing absolutely free. You [3:51] can go to acquisition.com/roadmap, [3:53] plug in your business information, and [3:55] if you want us to actually help you [3:57] deconstrain the business and you're [3:59] trying to scale, we'd love to help you [4:00] out on the thank you page. You can just [4:01] book a call with my team and we will [4:04] look into business, see if we can help, [4:06] and if we can, we'll invite you out to [4:07] Vegas and we'll do this in person live.

===FILE=== fSbqaTlWaYI - Learn Paid Ads in 30 Minutes!.txt
https://youtu.be/fSbqaTlWaYI
Learn Paid Ads in 30 Minutes!

[0:00] I want to talk about the secrets of scaling paid ads no matter what business level you're at biggest obstacle is just throw ads going down you spend more money 10 million [0:08] ads very low trust and that's it so I said a bunch of businesses at different sizes ask me questions about [0:16] their paid ads and I'm going to do my very best to answer them so from you know $10 million a year all the way down to $600,000 a year in terms of size some [0:24] people are trying to start running paid ads some people are trying to expand or scale their ads and are running into particular issues 650 Dental recruiting [0:32] how do I start marketing so you currently run ads for job boards where you at raise your hand there you go so you run ads on job board so you already [0:41] know how to run ads all right this is me trying to break a belief for you so you're already do it you're just doing it on another platform all right so you're doing it in order to get [0:49] dentists but you're also trying to attract dentists who have clinics I don't think it's you just happen to be [0:56] on job boards but fundamentally um you can run the I mean dentists are also on meta same thing uh they're probably [1:04] older more boring I said that with love to dentists uh so I would look yeah Instagram Facebook will probably do really really well for you and just [1:11] saying hey I have a like tired of taking all these calls yourself like talk to the pain point of that dentist so it's like they don't want to work weekends [1:19] they don't want to work early hours they don't want to take cases they don't want to take well or they don't want to um they want to eventually retire someday but they don't want to let down all [1:27] their patients and they don't want to sell us in private Equity because they're going to force them to work for 5 years in servitude and control their lives so these are the pain points right [1:35] um bless cousins a dentist that's fresh on my mind uh and so these are all the pains that's my hook for the ads and then targeting take your customer list [1:42] make it look like audience off that list if dentist is in the copy dentist is in the video the AI on Facebook will also notice Ser it to dentist and it'll be pretty straightforward [1:50] Bingo all right uh 600k acupuncture start okay so if you want to run so this is local right okay so the nice thing is [1:59] that local business businesses are the easiest business to run ads for okay because trust is Skyhigh and you're like oh they're they don't trust me like try [2:06] and sell Beauty to you know people on the Internet it's much harder um so all you need to do is run Legion ads so I'm going to give you the simplest strategy [2:14] for getting this are you guys technically proficient you are okay fantastic I was going to assume you weren't and give you an even easier way um but all you want to do is you can [2:22] just run lead ads okay for some sort of free thing and you're like I want really high quality people well welcome to cold [2:29] traffic so uh they won't be but what you will need to create is a sales process that creates qualified customers all [2:36] right and so when I say creates it's really just filters for good ones just think about it like that it's just like I'm adding filters uh and the more filters you add the more expensive the [2:44] leads will be if they're good filters and if they're more expensive they'll be good if they're good filters if you add bad filters they'll be more expensive but they won't be better so if I make it $100M Leads: How To Get Strangers To Want To Buy Your Stuff (Hardcover) acquisition.com [2:53] really hard for my page to load it adds friction but it's not good friction if I add a vsl so video sales letter to a page it'll create friction but it'll be good friction so I'll increase the [3:01] quality of the lead by doing that and so with a local business you're going to want to have like in larger National companies this is where brand adding the [3:10] building trust adding Value First matters in local it matters significantly less it is very offer driven on a local basis because people [3:18] know what acupuncture is so you can say free thing or $19 thing since you probably your time costs a little bit [3:25] more than maybe a low skilled labor uh job I'd probably go for the to $999 thing maybe somewhere in there if I had [3:32] to Bet 19 to 29 would be where I'd start and what you do is you sell people on that they opt in for it thank you page [3:39] they can purchase it you still call all the leads yourself you close them on the $19 thing to get a card on file when you [3:48] schedule you'll confirm that appointment and that that card's attached to that person and so then you'll do the treatment that you're going to do and [3:56] then you're going to sell them the plan afterwards okay now now my preference here would be that you sell before you [4:03] treat if that doesn't work out for you you can treat first I just prefer to have someone in pain sell them the much longer thing that's going to permanently [4:12] solve it give them short-term relief afterwards and set their next visit and then on the like when you do your actual sales appointment the nice thing is you [4:19] already have the card and so you can say awesome so this is this do you want to use the card you have on file great and that's the sale does that make sense [4:27] okay that's the acupuncture process all right 3 million CrossFit coach business coach uh brand conscious so you guys are [4:34] doing what kind of cont you guys making oh podcast is the the only thing okay so you guys are doing podcasts and [4:41] that's it we some longer cont okay got it okay um the business [4:49] started from the podcast the podcast was first yeah understood uni personalities yeah are [4:56] you guys um barbell uh Shrugged he was that was yours okay got it yeah yeah okay okay I hear you um I never had a [5:05] name to a face but I knew the podcast okay so where would I start okay first thing I would do same thing earlier is I would do a retargeting campaign across [5:12] all platforms and the nice thing is that platforms are not super hard to figure out they're made zillions of dollars to make them easy to click if you already have traffic so you install a pixel for [5:20] each of the platforms on your page you'll start collecting data from every single visit that's already coming from your podcast you can start retargeting so that's layer one you should probably [5:29] also earn your PPC terms it'll immediately make money like there's no PPC campaign for your own terms that doesn't make money I haven't seen it ever happen my entire life um so that's [5:38] number one and two so own your own terms do the retargeting um third thing is you have to come up with something that's really Banger and like super super [5:45] valuable that you can give away for free um like you've seen my stuff so the the money models books the um the the framework the 11 Frameworks for [5:53] profitable gyms all that stuff so really put time into it because I think people really skimp on this and that's why people opt in they see it they're like oh this is [ __ ] why would I continue to [6:02] book with this person right and so they opt in thank you page schedule it still works now the thing is is that you guys [6:10] do have a brand if you're worried about being brand conscious all you do is just be true to you in the ads and my [6:17] recommendation is let your clients talk so just let proof do the talking that's how I would approach it um when I look at all the ads that we've done over the [6:25] years like I said earlier 80% of them are about proof and so as much as we want to think it's all about us like no one cares like Alex had the big gym I [6:35] still do right the big gym company one I'm not in the ads anymore at all and I wasn't for the last two years and it was because we just focused on the customers [6:42] because gym owners don't really care about me I mean they care about making money and they're like I'm glad he helped but really they just want to make more and see other people like them that they can say oh this is a good [6:51] approximation of my gym and so the idea there is you want to create the most compelling proof as possible which is the type of proof would that would be [6:59] the least likely to be faked so on this extreme you'd have a faceless Anonymous 10-year outdated text based [7:06] testimonial on this extreme I would have someone walk up on stage who looks just like you owns a CrossFit uh business [7:14] coaching business and says Alex help me go from 3 million to 30 million you'd be like [ __ ] and I'd be like cool so you'd be like that's a really good approximation really hard to Juke right [7:23] here live in front of me not recorded in person specific to me and so that's kind of the Continuum when you're showing proof and every approx every every [7:31] takeaway it's like okay iners is better than um than virtual uh live is better than recorded uh like me is better than [7:39] doesn't look like me uh the result that I want is better than a result that's close to what I want and so you just look at all of the factors that make something super compelling and when [7:47] you're looking at your proof kind of think through it that checklist and that'll make more compelling proofs that make more compelling ads that you only lose trust in the marketplace when you [7:55] say something that isn't true and if you're not saying it and it's their fact of life how can anyone fault [8:02] you yep 800k vacation rentals B2B so you're trying to get people who have uh [8:11] properties to list with you so that you can make more money with their properties for them okay so this will be [8:19] really really easy to advertise because your fundament so do you want people who already okay you don't want the extra room people you want the people who have [8:27] properties that are being mismanaged we target homeowners who have a secondary home that they only use a couple weeks okay and don't do anything [8:34] in the meantime exactly okay so um I would start with so my so one I would probably still [8:43] use meta as my first bet just because the targeting there is going to be easier to figure out um the ads themselves are going to be the same [8:51] thing lead with pain like I was saying with the dentist is what is the pain of that person which is do you feel like [8:58] you're wasting money money by having your house sit empty every year as or every month as you keep paying your [9:06] mortgage on something that doesn't get you a return right it'd be something to that degree you would know the pain better than me but that's what I would imagine the pain would look like um and [9:15] so what I would then do is I would send probably five case studies of different representative houses and different representative avatars so kind of the [9:23] point I was making there with the CrossFit gym owners is that in the thing that I want to send is like we're going to give you an estimate in the meantime I'm going to show you 10 representative [9:32] types of homes that you can probably find one that's close to yours so you can have some reasonable expectation of what you could potentially earn switching to shortterm in the meantime [9:41] and at the bottom I have the commonly asked questions which is are these people going to trash my place what are you know what's my security going to look like uh how what if they don't [9:49] leave uh cleaning blah blah blah like all the questions that are going to be there and I answered that in the bottom there because we already solved this we do this with this many homes proof um [9:57] and so we've been doing this for this long more proove and so if you'd like we can give you an estimation of what we think based on your neighborhood your zip code and we can personalize our [10:04] process to you great okay that's the ad uh and the case study that you give them so free download thank you page scheduler very simple if you want you [10:12] can add an application if you get too many app if you get too many opt-ins that aren't qualified you can add more friction so just for everyone it's like what's the perfect funnel if you get too [10:20] many that are bad add friction if you don't get enough remove friction and if you have almost no friction and there's still bad leads the targeting is off [10:29] okay uh 2 million Beauty 4.6 Riz meta okay you guys are in Columbia you're shutting down the other two countries that aren't working as well you're set [10:36] you're 30 the 30% you're at 4.6 why aren't you scaling is the question so the question like what is the actual question [10:44] here we really want to scale like five the next the revenue okay and we want to increase our o okay so how would you [10:54] like uh plan the strategy to do that we're currently making like 100% only in meta ads great maybe Test new creatives [11:02] new platforms but how would you the strategy the team to do that the content creation MH because that's like a new [11:10] level that we're not yeah so two ways that you can scale the row at so one is spend more obviously so I'm not even including that but in terms of improving [11:19] your row as itself it means you either have to drive down CAC or increase uh LTV right or average average car value so in terms of driving now CAC what I [11:27] would do is I would look at the top you probably run a th000 ads over the last year look at the top 10% or 5% of ads [11:34] look at the first 3 seconds of each of those ads and see if you can model those three seconds with all of the remaining ads that you have you can even slice [11:43] that first three seconds off of the best winners and past it on to another 100 plus ads so that'll get you 10 50 times more ad creative per good winner that [11:52] you get so you can squeeze more out of it so that's from the creative strategy to drive down ad cost from the uh LTV [12:00] 12 minutes perspective um are you guys selling are you guys selling subscriptions or you just selling we sell like devices and also Cosmetics so we have an IPL remal [12:09] device we have led mask we have led like devices uh we also you sell bundles compl there are Cosmetics to those [12:17] devices okay and you sell so you sell the devices and then the recurring goal is that people buy the uh order devices because those are almost like a one time [12:26] purchase only yeah that's what I'm saying so they one time purchase on the devices but the uh gels or lotions and [12:32] Potions go to on a recurring basis right I mean that's not our main focus because [12:39] they like low ticket yeah I got you the nice thing is that when it's low ticket when someone buys a high ticket the likel they buy the low ticket thing if you bundle it up is pretty high so if [12:48] someone buys $1,000 I know what's the cost like $80 that a high ticket for that's fine okay so if you have an $80 [12:55] thing then you could still sell a $40 annual for 12 packs of the creams or whatever that go with it you just need [13:03] to sell a whole bundle of that because think about it from the consumer if I'm buying it's because I believe that I'm going to do this and if I am going to do it then I might as well get the savings [13:12] on the stuff that goes with it like if I buy a printer and someone says Hey buy a Year's worth of Inc and you in the m in the moment you're like well I am going to print stuff that's why I'm buying it [13:21] then and not everyone's going to take it but if 30% of people take it you add 12 bucks to your to your uh ACV and right [13:28] there you've got whatever that is 15% um that you add so that's one thing um in ter do you have payment plans and financing set up uh yeah okay so that's [13:37] good um the big thing with I mean I would still I would lean harder on that thing that I'm talking about with the the CP like think about the other think [13:44] about the other things that someone who purchases this uh machine is going to want to buy and still offer it like there's no point and then just think about doing it in bundles rather than [13:53] one-offs because one-offs aren't going to make a difference but bundling for the the year will'll multiply this with any of those small knickknacks buy a lot [14:01] so you might even be able to double for like the max cart might be able to you know double how much someone spends um and you'll feel those pops so I think between those two things but I think as [14:09] a quick word of advice um you guys are in the beauty director consumer business you are a marketing company and so [14:17] doubling down on Creative as a discipline is what's going to separate you from like if you want to get to 20 million a year it's going to be you [14:26] doing 10 times or 50 times more cre cretive in terms of what you're putting out for output and so that means being having a better system for both [14:34] capturing ugc and then repurposing ugc and so for us for context we spend 80% of our resources taking winners and just [14:42] reskinning them 80% and so you're getting all these new ads but the the real money is okay I have this one [14:49] winner and um I had I'll give you a story I had an ad that we called the kale ad so kale is our our GM right and [14:56] he made this ad before he was the GM and it was this beautiful this perfect testimonial and he couldn't have planned it any better he had like the gym behind [15:04] him he had his wife with him he was like we were two months from shutting our doors you can see the gym full he's like and within four months it was completely full 18 months I had it you know six [15:13] months I had it completely outsourced by 18 months I sold the whole gym and I was losing money and I was working a full-time job just to pay the bills at the gym and you know this many months [15:21] later it was all great right now when we had that ad I made about a hundred versions of that ad so I made a black and white version I did a sepia filter [15:30] version I reordered the back end um we swapped out hooks I put different headlines I put different subheads I changed the fonts I did I ran it with [15:39] different ad copy I will use and abuse it until it doesn't work at all and so when you have your winners you usually [15:47] just need to run them way longer way harder in a lot of different variations so you can squeeze way more out of [15:53] it feel good cool all right uh 1.8 Private Practice [16:00] 16 minutes okay so the question what was the question on this you want to scale it oh the the lead ma okay yes so right now [16:07] you've ran your ads to application so opt-in application and that didn't work [16:14] and then you go freebies to book a call and that's not working because your call team sucks we running freebie to get [16:22] people inside Facebook group okay and then having a trying to set the calls from the group okay we're have a lot of [16:29] capacity for the to set more calls to more sales so we wanted to do something that was more directly to book [16:37] callip the process sure time so it works it's just [16:45] expensive um okay so I'll give you what I know from group funnels that run on school all the time and so there's four [16:52] conversion processes from a group so one is that you add a free onboarding call to the free group so every single person that gets added to the group gets an odd Morning Call as a bonus for joining the [17:01] group on the odd morning call you then clarify where they there label no problem over their past experiences oh I think you might be a good fit can I tell you about it Grant okay cool then you sell them into the into the other thing [17:10] um the second way is that you put uh five video series inside of the group that functions as a vssl but just broken [17:17] up and so you introduce the opportunity your core Story the big idea and then you do three stories which are going to be their biggest belief breaking points [17:24] so big issue one big issue two big issue three which is typically Universe other people in self and break down all three of those and then on the end you'll make your call to action which is the fifth [17:32] video which is a little bit of Stack a little bit of Sizzle and you make the CTA the third one is that inside of that group you'll do a weekly webinar where you provide value for the majority of [17:40] the webinar and you soft toss the CTA your sales guys and sets are on that webinar anybody who chats in there they can pull off if somebody's like oh man I [17:47] got this question oh that was so valuable they immediately DM them and pull them off the call and then they can set them right there the fourth way is [17:54] that anybody who engages on recordings or posts inside the group grou likes comments or makes a post the DM Setters [18:01] go in and then set the call so it's four different ways that you can set from the group and if you're driving all your traffic there and it is working you just probably need to train your Setters [18:09] better and maybe have more of them yep all right uh 1.2 million VA so you want [18:16] to start running ads for your VA business to get business owners yes sir [18:23] okay what type of va so it's a virtual assistant either primary secondary United States we can do estimates credit [18:32] cards calls for service based companies estim so like Home [18:39] Services okay so you're looking for service business owners like ruing right to hire vas to do some of the leg work [18:48] for their team okay so the good news is that Home Services is pretty easy to Target um with ads I would probably also [18:56] start on meta there um just cuz meta targeting really is probably the easiest Tik Tok is pretty good targeting too it's getting much much much better but I [19:04] would start with meta so Facebook and Instagram um and again the the funnels here are just really valuable thing for how many [19:13] how many clients do you have okay you have 70 clients and so what I would want to do is show how much money they save and how much more profit they make per [19:21] roofer and I would just literally explain it a lot of people won't know so be like the average roofer or the average home service person who has [19:28] Tradesmen who are going out are spending this much per hour to have the person do that do estimates do card checks do whatever the three main things that you do and that means that per person it's [19:37] costing you $25,000 a year in labor all right now the thing is is that for $500 a month we can replace this so take [19:45] 25,000 and instead pay six per year so you get the spread you get $199,000 back per person and so if You' like to see how we can help you implement this we [19:54] will guarantee this result um and by day 90 if you haven't made at least five times the money that we've done we'll give you the rest of the year of the vas [20:01] for free that would be my offer the actual creative would be you breaking down the process and what you want to do is have $100M Offers: How To Make Offers So Good People Feel Stupid Saying No (Hardcover) acquisition.com [20:09] some sort of visual proof that's like this is what JN did and JN made this much you know saved this much money here's Stu and Stu saved this much and just say the size of the business so [20:18] he's doing about $10 million a year he's got 20 guys and this is what he was able to save so if these numbers sound at least interesting to you we'd be happy to hop on a call if you have a two call [20:27] close you can say you can leave your credit card home it's just to make sure it's a fit for us as much as it fit for you we only take roofers above a certain size so if you are smaller don't worry [20:35] we'll send you with some resources that can help you out for free but if you are above a size we might be able to help you out and either way it would be another call for us to close so you can [20:42] relax it's not a sales call cool so add with that kind of copy and messaging and then freebie thing that will also be a [20:51] longer version of that with maybe some writing that gives some graphs and some visuals or whatever and then you can have the thank you page scheduler uh for them to book a call still outbound dial [20:59] all the people you have some vas I'm sure they can do that call all the leads that opt in no matter what and the nice thing with that is that if your vas are [21:07] good then they can be like I'm a VA I could be doing this for you that would be my script okay [21:16] yep do you have an email list yeah so if you have an email list of over a thousand I'm assume you do um [21:24] you can take that list and then put a look like audience and start there as you're targeting cuz that be the issue for you in the beginning yep and make [21:31] that the headline like home service providers okay uh 1.2 million in solar [21:37] what now 7 plus row as things are working I'm going to tell you where are you I'm going to tell you to spend more [21:45] all right so what's the problem expanding like do I continue creating and tting ads [21:54] or 8020 % the budget testing 80% yeah so Google already really [22:03] experimented with this so the the technical one is the better one is 70210 so 70% is doing the main thing so just [22:10] the one ad that you have 20% is adjacent to that so as many different ways as you can think of you know versions of it [22:18] that's not that at so everything that I see as permutations of that I see as the 70 adjacent to that similar in style is [22:25] the 20 10 is just wild ass ideas of maybe this would would work and so that's how you allocate resources and I'm being super real so if you spend a whole day making ads so you spend eight [22:34] hours that means you're going to do 1 hour 45 minutes on your one idea and then you're going to spend two plus hours on adjacent ideas and then the [22:42] entire rest of the day is on how many different ways can I make the same ad per and that's how you allocate time it's the same way we allocate time when [22:50] we make ads we look up all the top winners we start with all those we hammer out all that stuff because that's our real work that's the bread and [22:57] butter then we move one that way I said it in reverse in terms of order for the day but fundamentally I want to get the 70 done first the 20 done second and if [23:05] I've got time and I'm feeling energy I'll do the third all right so $1.2 million in Assisted Living [23:13] Facebook and YouTube they're getting 20 to1 row as the thing that you guys should do is spend more money because you have eight spots left in your assisted living and you're getting 20 [23:21] to1 and you should be okay with doing that as long as you have capacity if you know what your rate of filling people up is then you can dial the spend so that [23:29] you can keep it so it's smooth now if you're losing money every month that those things aren't full then I would crank it and then turn it off if you want the weight list thing I would know [23:38] that I only need three people or four people on the weit list that they have to pay in order to be on the weit list otherwise it's not a weit list it's just [23:45] like telling someone to go away and then assuming they're going to you know care about you when they when you call back even though they've already solved the problem uh because they're probably in a [23:53] market and want to you move within a certain number of months CU someone's in pain when I say pain it's a pain in the ass to deal with somebody who's you know you're trying to put into that and so [24:02] that is what I would do if I were in your particular situation and I would go get investors so you can open up more locations faster check all right ding [24:10] ding ding all right so $10 million Executive Health the running YouTube ads are getting 10 to one these guys are spending $1,000 a month to make $10,000 [24:18] back even though they're doing a million-ish a month on their main business so that means 1% of their revenue comes from their YouTube ads and the question is how do we scale the main [24:27] problem is compliance and so they're in a health space and so a lot of the issues in health sometimes wealth even relationship stuff is the [24:35] claims that you make and being able to support them and so number one is there are firms that specialize in compliance Audits and so I go like if we have an [24:43] issue like one of our it happens all the time right ads get shut down because there's all these different automated things even if you're doing nothing wrong so you go to these firms and [24:51] usually just ask them what their approval rating is uh post compliance usually it's 90% Plus for the good ones it doesn't cost that much it's like five or six grand and they'll go through the [25:00] 25 minutes audit all the sites the audit all the the videos and collateral that you use so that then you can resubmit and they usually have some sort of in internal [25:08] Google kind of back door where they say hey we will make sure these people are compliant they relationship with Google and uh they can make sure that you get [25:15] pushed through so usually un as long as you're not doing anything completely racy which I'm guessing you're not um you should be fine great $10 million [25:23] Roofing PPC so you want to expand so you're spending $30,000 a month which row as 71 okay 71 row as $10 million a [25:31] month Roofing doing PPC wants to expand and you're in a local market okay so if you're trying to expand there first [25:40] campaign I would run would be a retargeting across all platforms so I would be retargeting on gdn so Google Display Network I'd be retargeting on [25:48] Instagram i' retar on Facebook um I'd be retargeting on YouTube anyone who's done a site visit that'll be the first and easiest Riz that you can get because [25:57] you've already paid for it so consider that like the shadow funnel which is whenever you blow traffic through anything you should always have Global retargeting across all platforms because [26:04] then you can scoop up everything else and it almost always is positive roas so number one um number two if I had to [26:13] pick another um platform I would actually do meta um because obviously PPC have super high intent so the lead quality is going be lower on meta [26:21] because it's Interruption based marketing rather than tent based marketing um because people aren't looking for it when they're scrolling on Facebook but a lot of older people are [26:28] on meta so Facebook especially but Instagram too Instagram's got the whole the whole gamut right and so people who have roofs uh to fix and so I actually [26:37] think it'll be fine that Facebook's aging up a little bit for you to run ads there and since the average ticket's so high in Roofing um you'll probably good [26:44] in terms of the funnel um typically like free audits or some sort of free thing is good enough um and you can talk to them about savings that they're going to [26:53] make if they fix the roof uh in terms of heating cooling all the other Jazz that you guys do um and you can basically do that for free you can send someone out [27:00] 27 minutes you can do it virtually and then probably two call close so set close after the freebie freebie is the first [27:07] page call thing is the second page call all people who opt in for the freebie to confirm the call that they did and if [27:15] they didn't book set the call and then close on the call that's actually booked so if they book for Wednesday call them anyway today confirm qualify if you [27:24] don't have time to set it well you will have time cuz you're setting it set it and then close on the appointment on Wednesday so it can speed up the sales [27:32] cycle great real estate long-term rentals investment interesting stuff [27:41] um so rowes is down trust is down unsurprising um and so the question that [27:49] you have is how do you increase Ro and build trust for this client so um there's two ways that I can think of so [27:57] one is making content long term is what adds is what grows the organic audience it's what allows a lot of people here to even have the business they have and [28:05] you'd be surprised it is slower but over time it does compound and it becomes a pretty big stream and if you know how to run ads and you can make content that's [28:12] what makes you a weapon because it's like it's crazy when you can do both second thing um focus more on proof not [28:21] on promise everyone makes promises very people have proof so proof so if you think about this this is a little little sound bite for you [28:28] your promise is not unique your proof is everyone in the marketplace promises the same thing the question is whether they can back it up and that is unique to you [28:37] and so if you want to have a more unique place in the mark in the market have more proof not a different promise fundamentally like all gym owners want to make more money most business owners [28:45] want to make more money or they want to save time or they want to save headache or whatever it is like the promises aren't going to be that different the thing that will differentiate you will be the mechanism how believable it is [28:54] which will be a function of the proof and the the way that you're describing it if you're like oh we have this brand new personal training model where you do six personal training sessions up front [29:01] and then you get them into this and look at the economics behind it people stay way longer it's like oh that's a unique mechanism and it's like okay that sounds like it's different than what I did but [29:09] how do I know it works cool here's a hundred stories of people who were in your exact position that made it work right so proof is going to be the main thing now the other way that you can [29:18] build trust um beyond the proof is you I think group funnels right now work really really well I I think that they're going to I mean the reason I [29:26] invest in school because I think that um but group funnels are like routinely getting people from like $250 calls to like $40 calls and I'm seeing this like [29:34] over and over again across Industries and so the way that these funnels work I already talked about the conversion mechanisms earlier but you use the free [29:41] group as a lead magnet so that becomes the lead magnet and the nice thing is that it it functions basically like an email list with long-term nurture but it's way more engaging than an email [29:48] list is um and so people who use the group funnels uh right now just to give you a metric to this also for you for the groups it's 10% so the guys who do [29:58] do a good job convert 10% of people who opt in uh to the group into their their next level thing and so most people are [30:06] able to close 30 to 50% of calls they get on and so you can Target getting on call with onethird of the people who opt [30:14] in for the group and closing between 30 and 50% so if you get on call with 30% and you close a third you get 10% of the group depending obviously there's some [30:22] Flex on skill there um but that's kind of just some benchmarks that you can that you can look at but those the three things so add more proof make more [30:30] content consider a group funnel boom all [30:37] [Applause] [30:39] right thank

===FILE=== f_KerxtvB5E - You Have 4 Options. Pick One..txt
https://youtu.be/f_KerxtvB5E
You Have 4 Options. Pick One.

[0:00] I feel a bit lost after watching the videos. I'm not exactly sure what to do. [0:04] Do I just make videos on YouTube until people come into my school program? Bro, no. There's no way you got lost by watching my stuff. I think if we're like [0:12] I'm going be there's no [ __ ] way. You watch like two videos and said now that you're lost because you watched something that was niche. If you Okay, [0:22] you tell people about your [ __ ] That's advertising. You let them know you can make content, you can do outreach, you can run ads. Those are your options. [0:29] Option four is you partner with somebody who already has an audience. That's all you can do right now. One of those four. Pick one. Don't care. [0:36] You make an about page. You push by CTA from all of those things to your about page. Now, if you're new, you get on the [0:44] phone with those people and you sell to them. Even though it's a low ticket because you're going to get to know them better and you're going to learn the script. You're going to learn how to sell. You're going to start adapting things. You figure out what people actually want. You'll sell them. You'll send them the link. They'll buy. [0:55] Actually, that's it. That's the whole [ __ ] business.

===FILE=== g-vU4ajbpvU - How to 3.5x a Service Business in 6 Months.txt
https://youtu.be/g-vU4ajbpvU
How to 3.5x a Service Business in 6 Months

[0:00] So, uh, we met back in, uh, August and [0:02] we had a conversation. At that point, I [0:04] was at 20K. This month, I'm going to be [0:06] doing 71K. [0:08] Um, [0:09] a nice a nice a nice three and a halfx [0:11] in, uh, in six months. I'll take it. [0:14] Yeah, not too bad. Um, yeah. So, we'll [0:17] do uh on average right now, we're doing [0:19] about 45K a month. the the challenge [0:21] that I'm having right now is that I am [0:24] I am doing everything like I am the main [0:27] point of [0:28] uh I'm a we help financial advisory [0:31] businesses scale through uh client [0:33] acquisition so meta ads is the main [0:35] deliverable [0:36] financial advisor agency consultant [0:39] y [0:39] okay got it problem [0:43] um I'm the main point of failure so uh I [0:47] don't have the systems or the processes [0:49] for marketing [0:50] uh sales or uh delivery. And so like [0:54] right now I'm I'm fixing the delivery [0:56] and I'm just trying to figure out how do [0:57] I do this faster so I can make more [1:00] money. [1:01] Yeah. Love that. So right now if we were [1:05] to double the amount of like can you get [1:07] customers easily right now? [1:09] Yeah. [1:10] Okay. So getting customers not a [1:11] problem. So the issue is delivering for [1:13] the customers. [1:15] Yeah. Yeah, like I haven't I haven't [1:16] lost any coins, but if if I were to [1:18] double it right now, I would definitely [1:19] I would I would start not being able to [1:22] service clients and they would start [1:24] turnurning faster. [1:25] Got it. So, what I would think of is [1:27] step one is you need to think in [1:28] workflows rather than roles. So, like [1:32] what are all the things that must occur [1:34] in order for the business to happen and [1:36] value to be delivered. So, right now [1:40] with a customer, there's probably some [1:41] sort of communication cadence you have [1:42] with them. There's probably something [1:44] that you that's like I don't know [1:46] individualized. There's probably some [1:48] sort of account management that's done. [1:49] There's probably some sort of asset or [1:51] creative that's, you know, being [1:52] generated on their behalf. There's [1:54] probably some sort of like site work. Do [1:56] you help work their leads? I'm guessing. [1:59] Yeah. [2:00] Yeah. Right. It's a classic. So, um, [2:04] currently, how many people work for you? [2:08] There's, uh, six of us total. So, five. [2:11] Okay. And so what are you spending your [2:13] time doing [2:16] right now? It's it's building out the [2:18] the process of building all the assets. [2:20] So like the the VSSLs, the nurture [2:23] campaigns, um and then I meet with the [2:25] clients and I work on them with strategy [2:27] as well. Like how how do we position [2:29] themselves for their business? [2:32] Got it. So I would say that um like the [2:35] VSSL stuff, so much of that can be aed [2:38] at this point, right? add basically [2:41] almost all asset creation has become [2:44] incredibly commoditized. Like will it be [2:45] the best? No. But you can get eight out [2:47] of 10 every time in seconds, right? [2:48] Yep. [2:49] So you're building out those flows which [2:52] when a new customer comes in that should [2:54] kick off a process then spins up VSSL, [2:56] spins up ads, spins up creative, spins [2:58] up copy, integrates with meta, gets them [3:01] online, spins up the funnel so that they [3:03] can get built out. And so the only thing [3:04] that really has to happen is that they [3:05] agree the direction and you turn it on, [3:08] right? And you get a card on file. [3:10] Yeah. [3:11] Okay. So, right now you just need to [3:12] build that. [3:15] Okay. So, how many hours a day you spend [3:17] building it [3:19] right now? Yeah. It's like all of my [3:21] time aside from meeting with customers [3:23] or like servicing like responding. It's [3:25] it's all of my time right now. [3:26] So, how long will it take you to get [3:28] this stuff done? [3:30] I feel like [3:32] two weeks probably like max. [3:35] Okay. And then [3:37] well let's let's deal with the next [3:38] problem because if you're it's asking me [3:40] a two week it's going to be solved in [3:41] two weeks problem then uh let's look [3:43] past that. [3:44] Okay. [3:45] So [3:45] yeah. So then [3:46] yeah go for it. [3:48] Yeah. I was just going to say then the [3:49] next thing that I see is is just like [3:51] the process for sales. Like [3:53] we're we're getting like I I can turn up [3:55] the spot for uh leads on Meta and I [3:58] think we'll still like the cost per lead [4:00] right now for us is like 50 bucks. It's [4:02] It's pretty cheap um in comparison to [4:04] what we're charging. [4:06] Um and so I I think like the next [4:08] challenge that I'm going to have is that [4:10] is just not being in sales. Um although [4:13] I guess it could be. Yeah. So [4:16] okay. So I mean you're going to apply [4:17] the same process on delivery to the [4:19] sales process. The only difference is [4:21] that you you cannot rely on your [4:24] expertise in order to close. So the [4:26] process has to look like this is that [4:27] like you have to script this. So [4:29] somebody who does not know much about [4:32] being a financial adviser can close a [4:34] financial adviser on your services. [4:37] So they will not be able to sell like [4:38] you because I'm assuming you sell with a [4:40] position of authority as kind of an [4:41] expert. And that's why founders [4:43] typically always have higher close rates [4:44] than somebody who's a traditional [4:45] salesperson. And then they're like the [4:47] salesperson can't sell like I can. It's [4:48] like of course they can't sell like you [4:50] can. They can sell a different way and [4:51] still close the same percentage [4:52] sometimes more. Right? So that's what [4:56] the questionbased framework u in terms [4:58] of like having a closure framework for [5:00] the sale for them and then do you have a [5:01] VSSL before they get on the call with [5:02] you? [5:05] Uh yeah, but it needs to be updated [5:07] because it's [5:08] okay. [5:08] Yeah, it needs to be updated. [5:10] Well, I'm going to I'm going to give you [5:11] I'm going to give you uh bad news and [5:13] good news. Which one you want first? [5:17] Uh good news or bad news? The bad news [5:20] is that you don't have any real problems [5:21] with your business and so I have no like [5:23] I'm not going like you you three and a [5:25] halfx in the last 6 months and you know [5:27] what your constraint is which is [5:29] delivery. You're taking the time to [5:30] systemize what you're doing in the back [5:32] end integrating AI so that you can get [5:34] more leverage there. The next constraint [5:35] that's going to come up is going to be [5:36] sales and we need to just look at your t [5:38] are you recording your sales calls? [5:41] Yeah. [5:42] Okay. So keep all of them, plug them [5:44] into the AI, and then ask for the [5:46] recurring themes that people uh say [5:48] their problems are before they buy. Take [5:51] that list of problems, reintegrate that [5:52] into the VSSL. We did this, and it [5:54] literally doubled our acquisition. Just [5:56] a side note, we literally just took only [5:58] the pain points that people said, put [5:59] those in, and then we're like, oh, we [6:01] literally made a document called why [6:02] people buy, and then we just use those [6:05] in the VSSL. And then you take those [6:07] same things and you build the script [6:09] around it. [6:14] The good news is so you're on the right [6:16] path like this is just the work. [6:19] So I was going to ask you then if if I'm [6:21] on the right path you said before when [6:23] we talk we talked that this is going to [6:25] at some point I'm going to get capped [6:27] out right and when you when we spoke [6:29] originally you're like go up to Wales. [6:32] Um what's how many customers do you have [6:34] right now? [6:36] Nine. [6:37] Nine. Yeah. So the thing is is that [6:39] what's your price point monthly? [6:42] Uh it's it's creeping up, but I'm I'm [6:44] pushing for like six or seven. It's [6:45] probably around five right now. [6:46] 100 or thousand? [6:49] 5,000. [6:50] Yeah. So with SMBs, [6:53] um I mean, if you get the right [6:55] financial advisors, $5,000 a month means [6:58] nothing to them. [7:00] And that's who you want. This can scale, [7:02] but it will scale only based on the [7:03] quality of your avatar. If you deal with [7:05] somebody who needs you to save their [7:06] business, you will never save them. [7:09] You'll just create a churn factory. So, [7:11] just make sure you keep the bar very [7:12] clear for who what what it what is [7:14] required for somebody to be a customer [7:15] of yours. As long as that bar continues [7:17] to go up over time, the business will be [7:19] okay. If it starts going down, it's no [7:22] bueno. [7:25] From an enterprise sellability [7:26] perspective, but like if you want to [7:27] make money, which is what you're doing, [7:29] it's fine. [7:32] Yeah. Yeah. Like first of all like I [7:33] would I want to get to a million dollars [7:35] in profit per year but then after [7:37] you could figure out you could do that [7:39] in you'll hit that run rate in a few [7:40] like a quarter or two man like just just [7:42] keep solving the problems you are you're [7:44] fine. [7:45] Yeah. Okay. [7:46] Cool. [7:47] Awesome. Thanks man. [7:48] Appreciate you. Yeah. Rock and roll, [7:50] man. Easy peasy. If you're a business [7:53] owner and you are not growing as fast as [7:56] you'd like, I'd like to give you a free [7:57] gift. So, my team and I put together the [8:00] $100 million scaling road map, which is [8:01] basically 200 hours of us looking over [8:03] all the portfolio companies we've had [8:04] and what stages of growth they went [8:07] through and more importantly where they [8:08] got stuck and how they got past it. And [8:11] so, we broke it into these 10 stages and [8:12] we made this little kind of quiz thing [8:14] where if you put in your business [8:15] information, it'll tell you where you're [8:16] at and the most important part for you, [8:18] what to do for each of functions of the [8:20] business across product, marketing, [8:21] sales, customer success, recruiting, IT, [8:23] human resources, and finance. And so no [8:25] matter what you're struggling with, [8:27] someone else has already struggled with [8:29] it and solved it. And so I'd like to [8:30] give you this thing absolutely free. You [8:32] can go to acquisition.com/roadmap, [8:34] plug in your business information, and [8:35] if you want us to actually help you [8:37] deconstrain the business and you're [8:39] trying to scale, we'd love to help you [8:40] out on the thank you page. You just book [8:42] a call with my team and we will look at [8:45] the business, see if we can help. And if [8:46] we can, we'll invite you out to Vegas [8:48] and we'll do this in person live.

===FILE=== gOG7zvp2ub0 - Scared of Debt Your Business Will Stall.txt
https://youtu.be/gOG7zvp2ub0
Scared of Debt? Your Business Will Stall

[0:00] I have a rental equipment company in [0:02] Mexico. Uh we're currently doing about [0:05] seven million a year. And um what it's [0:09] um what it is is stopping me really [0:12] right now, it's my psychological and my [0:16] psychological fear to [0:18] um have a lot of depth. I don't want to [0:21] go I I don't want to go more into depth. [0:24] I can. Um, we're currently the best uh [0:29] rated company for dealers in Mexico as [0:32] clients. We're number one uh we're [0:34] number one client for all the dealership [0:36] uh machinery [0:37] that we buy in Mexico. [0:39] Um [0:41] they have we have a [0:43] So you want to grow and you don't want [0:45] to go in more debt in order to grow. [0:46] Yeah. But um it's becoming like a really [0:50] really uh volume market. Everyone's [0:53] buying a lot of machines. Um, we have [0:56] been growing slowly but growing 30% a [0:59] year. [1:00] That's great. That sounds slow. That's [1:01] good. [1:01] And I want to hit at least 5 million in [1:04] the next few years. [1:06] Yeah. [1:06] Um, so let's say 1.5 million for next [1:10] year. Close next year. Yeah. On sales [1:12] monthly. Yeah. 1.5 million monthly. Got [1:14] it. Got it. [1:15] Yeah. I'm currently on one million. [1:18] Um, I definitely can. I have everything. [1:20] Uh all my dealers trust me. Uh it's been [1:24] a [1:24] trust built uh relationship. [1:27] I got you. [1:28] So fundamentally you want to grow. [1:30] Yep. [1:31] You don't want to take on debt. [1:33] Yeah. [1:33] Or more debt than you are right now. [1:35] More more debt. Yeah. Exactly. Yeah. I'm [1:37] on the limit. I have like my percentage [1:39] of debt in my mind that I don't want to [1:41] why jump. uh because that's um finance [1:45] uh health help for me like mentally and [1:49] for the business. [1:50] Okay. [1:51] So one of them will have to give [1:53] I'm sorry [1:55] you want to grow. [1:56] Yeah. [1:56] You don't want to do the thing that is [1:58] required to grow for your capital [1:59] intensive business. [2:00] Yeah. [2:02] So your rate of growth will slow down or [2:04] you have to re adjust how you analyze [2:07] risk. [2:10] Okay. And well, my question is um [2:13] thought we had it. [2:14] No, no, no. Really? No. [2:16] What is the psychology around the fear [2:17] of the death thing? I thought you were [2:18] going. [2:18] How do you get rid of that psychological [2:21] fear or what would you do in my place? [2:23] Because [2:23] math, [2:24] math, what kind of math? [2:26] Like, so what would your math be? [2:28] So, fundamentally, debt increases risk, [2:31] right? And so the more debt you take on, [2:33] the more risk you're exposed to, which [2:34] means volatility has a bigger influence [2:37] on the risk of your business, the [2:39] likelihood that you fail to make a [2:40] payment to a bank or whoever you you you [2:42] owe the money to, right? And then if you [2:44] fail to make payments, eventually they [2:45] take over control and it sucks, right? [2:48] So the math is what because like if you [2:52] had a if you owned everything in cash, [2:54] would there be risk in your business? [2:57] No. [2:57] Right? If you owned everything 99% in [2:59] cash and 1% in debt, would you feel [3:01] comfortable with that risk? [3:02] Yeah. [3:03] Okay. So, this is just a how much risk [3:05] are you willing to take question which [3:07] comes down to literally just doing the [3:09] math around the volatility? What is the [3:11] seasonal volatility of the business? [3:12] What are the payments that I'm I'm what [3:14] cash flow are we spitting off relative [3:16] to the debt covenants we have? And then [3:19] what coverage do I feel comfortable [3:21] knowing that I can commit to over this [3:23] period of time given the performance of [3:25] the business? Now, typically [3:28] you will not get good debt [3:31] without them already doing that [3:33] diligence for themselves. [3:36] Like a good lender will already do most [3:38] of that modeling for you when you say, [3:39] "I would like more money." Now, consumer [3:42] debt versus business debt different. And [3:43] that's why I'm saying this. And so for [3:45] you to say like, I'm going to buy this [3:46] truck $400,000 and this truck is going [3:49] to generate $400,000 per year in gross [3:52] profit and my payment for this $100,000 [3:55] truck is extended over five years and so [3:57] I need to make $20,000 a year payment [3:58] and the truck make me 400. Is that super [4:01] risky? [4:02] No, it's not. [4:03] It just depends on you. And so in terms [4:05] of getting over the psychology, it's [4:07] just like how likely is it that I'm [4:08] going to default on this payment? And I [4:10] think that is entirely individual. Dave [4:11] Ramsey takes on no debt. He says for him [4:14] 1% debt 99% cash is too risky. That's [4:16] fine. And so there are some questions [4:18] that are purely individual. And so said [4:22] differently, if you wanted to grow the [4:23] business and say I want to grow without [4:24] debt, you totally could. You will just [4:26] sacrifice your growth. [4:28] You can still grow it will be slower. [4:30] And so fundamentally that's the that's [4:32] the trade. There's nothing wrong either [4:34] way. It's just that like you want to [4:36] grow faster, but you don't want to take [4:37] on debt. So either we have to change how [4:39] we appraise risk so it's not that risky. [4:42] So, you're not afraid. Or maybe you're [4:44] right to be afraid and other people will [4:46] go belly up in time and then you'll buy [4:48] their assets for way less and then [4:49] you'll just win in the long run. [4:51] Chick-fil-A, which is famous uh [4:53] restaurant here, they grew significantly [4:55] slower than Boston Market, which those [4:56] you are old enough remember Boston [4:58] Market. So, Boston Market uh started out [5:00] later, blew up, IPOed, and then [5:02] imploded. And the whole time Chick-fil-A [5:04] just kept growing. And it was because [5:06] for them, the slow and steady was the [5:07] thing that won the race. And so if you [5:08] believe that you want to stay in this [5:09] business for 20, 30 plus years, I don't [5:12] know if that's true. Is that true? [5:13] Yeah. Yeah. [5:14] Yeah. Give those vibes. Um, [5:17] so if that's the game, then I think [5:20] you're right to be appropriately risk [5:22] averse. [5:24] Okay? [5:24] Because fundamentally, if you grow a [5:27] little slower, but you make it 30 years, [5:28] you'll be gigantic. [5:31] But if you go out of business on any bad [5:32] year because of the debt covenants you [5:33] took out, you go back to zero. [5:36] And so I think it's okay to be [5:38] appropriately riskaverse. [5:40] Just make sure that like again at 99 and [5:42] one you're fine. So just draw the lines [5:44] that nice thing is that these are [5:45] projections. You know what the [5:46] seasonality is in the business? But you [5:48] have to be willing to say like what if [5:49] one of these vendors go somewhere else [5:52] what if robots come in and these [5:54] machines are no longer viable etc etc [5:56] right? So it's like how much risk am I [5:58] willing to take? [5:59] So I think it's appropriate to have this [6:01] concern. Um I just wouldn't have [6:03] emotionality around it. trying to I try [6:05] to estimate what how likely do I think [6:06] these things are and then you make your [6:08] bets and at the front end of the day we [6:09] all do that. We all make bets. [6:12] So it's just part of the game. [6:13] Thank you very much. [6:15] Appreciate you. If you're a business [6:16] owner and you are not growing as fast as [6:18] you'd like, I'd like to give you a free [6:20] gift. So my team and I put together the [6:23] $100 million scaling road map, which is [6:24] basically 200 hours of us looking over [6:26] all the portfolio companies we've had [6:27] and what stages of growth they went [6:30] through and more importantly where they [6:31] got stuck and how they got past it. And [6:34] so we broke it into these 10 stages and [6:35] we made this little kind of quiz thing [6:37] where if you put in your business [6:38] information, it'll tell you where you're [6:39] at and the most important part for you, [6:41] what to do for each of the functions of [6:43] the business across product, marketing, [6:44] sales, customer success, recruiting, IT, [6:46] human resources, and finance. And so no [6:48] matter what you're struggling with, [6:50] someone else has already struggled with [6:51] it and solved it. And so I'd like to [6:53] give you this thing absolutely free. You [6:55] can go to acquisition.com/roadmap, [6:56] plug in your business information, and [6:58] if you want us to actually help you [7:00] deconrain the business and you're trying [7:02] to scale, we'd love to help you out on [7:04] the thank you page. You can just book a [7:05] call with my team and we will look at [7:08] the business, see if we can help, and if [7:09] we can, we'll invite you out to Vegas [7:11] and we'll do this in person live.

===FILE=== h6uG_5LMmfw - How to Sell a $30K Offer With a 50% Close Rate.txt
https://youtu.be/h6uG_5LMmfw
How to Sell a $30K Offer With a 50% Close Rate

[0:00] Hello. [0:00] Hey, Hannah. What's up? [0:02] Hey, Alex. Oh my gosh, thank you so [0:05] much. [laughter] [0:06] Thank you. [0:06] Okay. Um, my name is Hannah. I own a [0:09] company that sells custom career [0:11] planning services for 18 to 20 year olds [0:13] and their parents. [0:15] So, we made a little over 800K in 2024, [0:19] 300K in 2025, and we'd like to do 2 [0:22] million this year. [0:22] Let's go. [0:23] So, my question for you is about [0:25] pricing. [0:26] Okay. Our current flagship offer is [0:28] called the launch program. [0:30] Okay? [0:30] It's a four-week one-on-one planning [0:32] service that is priced at $4,000. [0:35] Okay? [0:35] So, from the launch program, people get [0:37] a personalized career plan. [0:39] Okay? [0:40] Now, we want to start a second program. [0:43] It's called the career year. [0:45] Okay? [0:45] So, this would be a one-year hands-on [0:48] one-on-one white glove implementation. [0:50] Yeah. [0:50] Where job placement's guaranteed, [0:53] entry level job placement because [0:54] they're young. [0:55] Okay. Um, we've sold this offer one time [0:58] for 30K. [0:59] Okay. [1:00] But we don't know if it will [1:01] consistently sell at that price. [1:03] It'll parents [1:06] Sorry, I got a little feedback. [1:07] It'll totally sell at that price. [1:10] Okay. [1:10] Can I prove it to you? [1:12] We don't know. [1:12] So you feel better about it? [1:13] What's that? [1:13] Can I prove it to you so you feel better [1:15] about it? [1:16] Squeeze. I know the average cost of a [1:18] year is 38K. So, I know that's I want [1:20] people to look at college for a year and [1:21] look at us and and make the make the [1:24] make the decision. [1:25] Why do parents pay for college? [1:27] Because they think it's going to get [1:28] their kids a job, [1:29] right? And then it doesn't [1:31] it does not, [1:32] right? And so we can leverage% of [1:33] them will, [1:34] right? And make sure and I mean the good [1:36] news is that the stats in that industry [1:37] only get worse, which means it's only [1:39] better for you, [1:40] right? Right time, right? Right market. [1:42] Yeah, for sure. And um is there any kind [1:46] of financing that that that you can [1:47] offer? [1:49] Okay. So I kind of have like two semi [1:51] follow-ups. [1:52] Okay. [1:53] So right now we're struggling with sales [1:55] motion. [1:55] Okay. [1:56] So I'm kind of I'm a chicken. So I've [1:58] only pitched this twice. So I have a 50% [2:00] close rate on this. [2:02] Oh no. [2:02] Um which I should have pitched it more. [2:04] Okay. [2:05] Um but our you know our our flagship [2:07] we've sold hundreds of times. So we got [2:09] a lot of you know we got a lot of um [2:10] Yeah. What's the close rate on the [2:12] forecast? it. What's that? [2:14] What's your close rate on the 4K? [2:16] Um, of calls that show, it's between 40 [2:20] and 50. [2:21] That's great. Okay. So, and how are you [2:23] getting leads right now? [2:25] Uh, it's all organic social. [2:27] Okay, that's great. Okay, so there So, [2:29] you post stuff, right? So, you post [2:32] a lot a lot of content. [2:33] Okay. And then that [2:34] we don't know where to [2:36] Yeah. We don't know where to sell them [2:37] the career year because we don't want [2:39] to, you know, should I pitch this first [2:41] thing like they book a call for the [2:44] launch program and I book them and I and [2:46] I pitch them then because we've kind of [2:48] set it up like the workshop, you know, [2:50] they have to go through the workshop to [2:52] get into the career year [2:53] because sometimes they don't need us. [2:55] Okay. [2:56] And that's good, you know. [2:58] Yeah. I mean, I think you just sell it [2:59] before the end. So, I would probably [3:01] sell it at between week two and week [3:02] three. [3:04] Oh, perfect. That's kind of where we had [3:05] bookmark to do it now. [3:06] Yeah. You want to sell it before it's [3:08] over because then it's another buying [3:09] decision. You kind of want to have them [3:11] have that quick win. They are a little [3:12] bit in it, but they're not done yet. And [3:14] you say, "Hey, you know what? [3:15] I know you just did this for, you know, [3:16] this one thing. We're going to keep [3:18] doing that. We're going to wrap that up, [3:20] but let's take all this work and plug it [3:22] into the career year so we can actually [3:23] get you what you really want." [3:25] Okay. Um, would you How do I qualify [3:30] them? [3:31] Yeah, [3:32] you might just have to meet with all of [3:33] them. I mean, that's a that's a a [3:35] possibility, but I think rather than me [3:37] telling you what's going to qualify [3:39] them, I think if you meet with a bunch [3:40] of them, you'll quickly see who buys and [3:41] then you'll be able to basically reverse [3:43] engineer the qualifications. In the [3:44] beginning on any sales motion, we kiss [3:46] all the toads. [3:47] We kiss them all and we figure out who [3:48] turns into into princesses and we say, [3:50] "Okay, the toads with red spots, these [3:52] are the good ones. The ones with blue [3:54] and black spots suck. So, let's let's [3:55] just sort for those." And then what [3:56] happens is your front-end funnel, you [3:58] start marketing more to the red red [4:00] dotted toads. And then those are the [4:02] ones who are buying the 4K, but now you [4:03] have three or four times as many who buy [4:04] the ascension. [4:07] Okay. [4:07] And so what I want you to do though is [4:09] in the one-on-one thing that you're [4:10] selling, is the is the parent there at [4:12] all? [4:14] Yeah. So we actually built our whole [4:16] program to do that. So they have to be [4:18] there on the fourth call because we [4:19] collect a testimonial on that as well. [4:21] Great. So why don't we do this? But we [4:24] thought about doing a sale a service [4:25] call after the after the third session [4:28] before the fourth one so it doesn't take [4:30] the wind out of their sales if they [4:31] don't buy. [4:32] No, for sure. I would do it as like the [4:34] um call it a halfway call uh or like a [4:36] check-in call. It's like, hey, you like [4:38] parent, you got to show up to two calls. [4:40] One is halfway, one is at the end. Uh [4:41] the halfway point is just to make sure [4:43] we show you the progress and what we're [4:44] working on. And at the end, we'll show [4:45] you kind of like what next steps look [4:46] like and you can pitch on both. [4:49] Okay. Okay. Awesome. And then do you [4:51] think we should do third party financing [4:52] or should we just do that in house? [4:54] Um [4:57] I mean if you can get it it would be [4:59] great. Um [5:03] but yeah, you can make payment plans [5:04] over the year. It's not the end of the [5:05] world. My whole goal would be to drag [5:06] the cash up front as much as you can. [5:08] Like go for 30 and then downell for 15k [5:10] down and then uh 15k over a year and [5:13] then downell again to like okay we'll do [5:15] 10k now and then and then 20k over the [5:18] year. You know what I mean? Just keep [5:19] trying to have as much upfront so [5:20] there's more like skin in the game. And [5:22] then I would say [5:23] I have one [5:24] Yeah, go ahead. [5:25] One problem there. [5:27] We're kind of too good at this [5:28] sometimes. So sometimes we get kids jobs [5:31] in like [5:32] 6 weeks and sometimes unlike good jobs, [5:34] you know, like 60k, 70k, [5:35] that's easy. All you got [5:36] talking 19year-olds, [5:37] you're good. All you got to say is Yeah, [5:39] that's fine. Is you want us to be [5:40] incentivized the same way you are and so [5:43] this is paid per placement. [5:47] And so like you pay it off. Like I mean [5:49] we'll find out, right? Um the [5:52] alternative like I'll give you I'll give [5:54] you a couple skins. You figure out which [5:55] one you like better. All right. What you [5:57] want is you do exactly what you're doing [5:59] and then you just set the expectation up [6:00] front which is hey we're really good at [6:02] this stuff. Um and so you want us to be [6:04] incentivized and so uh instead of saying [6:06] hey pay us and we'll keep working with [6:08] you. It's like it's 30 grand. Um, and [6:11] you have to pay at least a third or half [6:12] to start and then the rest you pay and [6:14] as soon as you get a job you you [6:16] basically continue to pay it until until [6:17] it's done and now your kid can pay it [6:19] out of their side. So you kind of future [6:21] pace a little bit. That's V1. That'll [6:23] probably be the easiest to sell because [6:24] it's got basically what you're currently [6:25] doing and you're hoping they pay. Right. [6:29] Right. [6:30] Wow. Okay. [6:32] Option two, [6:33] you think 30? [6:34] Yeah. Option two, you're good. Option [6:36] two is [6:37] uh you got to pay. you can break it into [6:39] as many chunks as you want. Um, but [6:42] until you pay, we don't start working. [6:47] And so, however fast you want your kid [6:48] to get a job, that's how fast you should [6:51] pay us. And we have third party partners [6:53] who will do financing. Or if you don't [6:55] qualify, we'll do it. We'll finance you [6:56] in house. [6:58] Okay. Right. [6:59] That's option two. [7:00] So, there's neither. [7:01] Um, option three, let me see what other [7:04] option is there. Um, also I just I I was [7:07] gonna say it earlier, make sure that [7:08] before you have your halfway call with [7:10] the parents, the first pitch, make sure [7:12] they watch a VSSL before they talk to [7:13] you. That's just like a bunch of proof. [7:15] Okay. [7:16] Um, [7:18] the other way we could do it is you [7:20] could say it's half now, half when you [7:22] get. So, it's 15 now and 15 when you get [7:24] the job offer or you accept the job [7:26] offer. [7:30] That's good [7:31] because that way it's like listen [7:32] parent, you're going to you're going to [7:33] split split it with your kid. That way [7:35] they're going to understand the price of [7:36] this stuff. So you're going to pay 15 [7:37] and then as soon as little Josie gets [7:39] her her 70k job. Uh when when she gets [7:43] that offer, we'll do the other 15k, [7:45] we'll basically plan it out off of that [7:48] 70 that she's making. She'll pay 15 the [7:50] first year and then she's done. [7:53] Okay. Wow. All right. [7:56] Whoa. Awesome. [7:59] Feel good? [8:01] Yeah. Yeah. So, thank you. I can't thank [8:03] you enough. We were really stuck. Do you [8:06] think um 30 or 35 like should I try to [8:09] keep pace with a year of college? [8:12] Yeah, totally. [8:14] Okay, cool. [8:15] I think 35 will go the same as 30. [8:18] Okay, awesome. So, basically 12 12 [8:22] months and and 35 probably half now. [8:26] Half. [8:26] Yeah. I like that. I like option three [8:28] the best. And then it has a nice like uh [8:31] nice ring to it. You know what I mean? [8:33] Yeah. Half you like we believe in [8:35] long-term accountability. And part of [8:37] this is like you're becoming an adult [8:38] now and you're going to start having to [8:39] pay for Not mom and dad. I'm sure [8:40] mom and dad will love you saying that. [8:42] It's like they just pay for you to go to [8:43] this great college. So they're going to [8:44] front this half to get you started, but [8:46] the second half you got to pay, but [8:48] don't worry. We're going to set it up as [8:49] long as parents are cool with it. And [8:50] then I would just say, "Hey parents, if [8:51] for some reason your kid doesn't pay, [8:53] your card's the backup card." [8:56] Oh, okay. Nice. [8:58] Right. And we're willing to do 12-month, [9:00] you know, payment plans per, you know, [9:01] when they when they get the job. Either [9:03] way for you though, you're doing a 15K [9:04] sale on the back. I would do this, too. [9:07] Take the 4K, [9:08] make it uh make it make it 19K up front [9:13] and tell them if they do it, you credit [9:15] the 4K that they just paid towards it to [9:18] make that 20 turn into to 15. [9:22] Oh, okay. [9:23] Right. Right? So they have a little they [9:24] makes them feel a little better. It's [9:25] like, "Hey, I'll credit the first week [9:27] towards it cuz I pretty much just use [9:28] that to get you ready for this step." [9:30] And the whole idea in this is that like [9:32] you did phase one, this is phase two. We [9:34] want to make it feel like it's [9:35] incomplete on a multi-step process, not [9:37] a new sale. Make sense? [9:39] Okay. Sure. Like you're just completing [9:41] what you've already started. [9:42] Exactly. It's like, well, you don't want [9:43] to stop now. It's like we're halfway [9:44] there. [9:45] Awesome. Awesome. Oh my gosh. Thank you [9:48] so much. [9:49] So Ben, it's been worth it so far. [9:51] [laughter] [9:52] Um, yeah. I got a lot of work to do. [9:55] Well, rock and roll. I appreciate you, [9:56] Hannah. [9:57] Thank you so much, Alex. [9:59] All right, rock and roll. If you're a [10:01] business owner and you are not growing [10:03] as fast as you'd like, I'd like to give [10:04] you a free gift. So, my team and I put [10:07] together the $100 million scaling road [10:09] map, which is basically 200 hours of us [10:10] looking over all the portfolio companies [10:12] we've had and what stages of growth they [10:14] went through and more importantly, where [10:16] they got stuck and how they got past it. [10:18] And so we broke it into these 10 stages [10:20] and we made this little kind of quiz [10:21] thing where if you put in your business [10:23] information, it'll tell you where you're [10:24] at and the most important part for you, [10:26] what to do for each of functions of the [10:28] business across product, marketing, [10:29] sales, customer success, recruiting, IT, [10:31] human resources, and finance. And so, no [10:33] matter what you're struggling with, [10:35] someone else has already struggled with [10:36] it and solved it. And so, I'd like to [10:38] give you this thing absolutely free. [10:39] free. You can go to [10:40] acquisition.com/roadmap, [10:41] plug in your business information, and [10:43] if you want us to actually help you [10:45] deconstrain the business and you're [10:47] trying to scale, we'd love to help you [10:48] out on the thank you page. You can just [10:49] book a call with my team and we will [10:52] look at the business, see if we can [10:54] help, and if we can, we'll invite you [10:55] out to Vegas and we'll do this in person [10:57] live.

===FILE=== hPV75vfqGXc - Helping a $1.35M Education Business Scale Past Its Lead Cap.txt
https://youtu.be/hPV75vfqGXc
Helping a $1.35M Education Business Scale Past Its Lead Cap

[0:00] Alex, you're the man. Thank you for [0:01] everything. [0:02] Thank you. [0:04] Alex, so I run a business. I run a [0:06] school where we help Russian speaking [0:09] green card holders fast US [0:11] naturalization [0:12] become US citizens. [0:14] Mhm. [0:15] Yeah. We currently do 1.35 per year and [0:19] we really want to get 4.5 million. [0:22] 1.25 per year. [0:25] Yeah. 1.35 [0:27] 35, excuse me. 1.35 million per year. [0:29] And you want to get to where? [0:32] 4.5. [0:33] 4.5. Okay. How big is this market? How [0:36] many people are in that little bucket? [0:39] It's not a little bucket. There's a [0:41] million people a year that pass US [0:44] interview. Out of them, well, Russian [0:46] speaking is not a million obvious [0:49] Latino. [0:52] There is no exact stat but it's it's [0:56] like um 70 to 50k people per year. [0:59] Okay. So like I said the little bucket. [1:03] [laughter] [1:05] Okay. So 50 to 70k. All right. That's [1:07] fine. So you have 50 to 70,000 people [1:10] there. All right. What are you charging [1:11] right now? [1:13] The core offer is 2,000. That's average [1:16] price. [1:17] Okay. [1:19] Got it. Uh, that sounds good. Um, so for [1:23] you to hit 4.5 million, we got to sell [1:28] uh [1:29] 2250 [1:31] 2,200 or something like that of those. [1:34] Exactly. 2,200. [1:37] Okay. I'll just say 2500 just to make [1:39] sure we're good. Okay. So, you got to [1:40] sell 2500 of these units. Um, so that's [1:43] going to be what? 50 a week. [1:45] Okay. [1:46] Yeah. [1:46] Which is seven per day. Okay. So what [1:49] are you doing right now to sell these [1:51] customers? [1:54] We run meta ads. We have a big [1:57] relatively big YouTube channel within [1:59] our niche dominating the niche. Um yeah. [2:03] So meta is the biggest channel. Actually [2:05] the constraint that we have right now is [2:07] that we can't scale past 10 to 12k per [2:12] week ad. We run it to the webinar and um [2:16] we currently enroll about 10 students [2:19] per week. Get to like 4x. [2:23] Okay. And then when you scale ad spend, [2:25] what happens? [2:27] We scale the ad spend. We just don't get [2:29] four of the good leads. We just get a [2:31] bunch of the tires that are, you know, [2:34] either too early to actually apply or [2:38] they don't have a visa or they out of [2:39] the [2:41] We should just do bones or something. [2:42] I'm tired of these systems. Um, say it [2:45] again, man. [2:47] Yes. Can you hear me? [2:48] Yeah. Go ahead again. [2:50] Yes. So, [2:53] we run meta ads through the webinar. [2:56] That's biggest acquisition channel. And [2:58] we have a YouTube channel. [2:59] Yeah. And what stops you from scaling [3:00] it? [3:02] Uh, yeah. When we when we scale it, we [3:04] just don't get the quality of lead get. [3:08] That's what that is. [3:10] Okay. So, right now, uh, how many pieces [3:13] of creative are you making and, uh, how [3:15] much are you spending per week? [3:18] Uh, we're spending 10,000. [3:21] We have two campaigns running. Between [3:23] them, we have about 30 [3:26] 40 active creat. [3:28] Okay, that's not bad. Um, and do you [3:30] make 30 to 40 per week new? [3:34] Uh we we could but we don't because you [3:37] know I can't I mean it seems like with [3:40] my ad spend we're not able to like swap [3:42] out the ads all the time like I need to [3:44] give it more breathing room [3:46] and uh you know to see iffortable not [3:49] but when you spend 20k a week it you [3:51] said the lead quality goes down. [3:54] Yeah. So the lead quality is going down [3:56] for one of a few reasons. So number one [3:59] is because either the creative isn't [4:01] good enough. Um, number two is because [4:05] you don't have enough creative because [4:06] of the Andromeda machine that exists. [4:08] Uh, so you just actually need to hit [4:10] more fresh creative to feed the machine. [4:13] Option three is because you're going [4:15] outside of your warm audience and you're [4:17] going into colder traffic. [4:20] Which one do you think it is? [4:21] Yeah, go ahead. [4:23] Which one do you think it is? [4:26] Um, I think we're going to the cold. [4:30] Okay. as far as like the creative the [4:32] way that it looks in in our era meta is [4:35] that like five to seven ads sprints do [4:38] well all the other ones are either not [4:41] getting any or or I kill them don't get [4:45] yeah so with Andromeda the way that it [4:48] it's function this goes for everybody [4:51] when right now this is how the new [4:53] system works you feed it a ton of ads [4:55] and then it picks the top like 10% that [4:58] it thinks are good and then it runs it [5:00] to those which makes advertising more [5:02] efficient so advertisers are happy but [5:05] you have to feed that machine because [5:07] your 100 ads only turns into 10 useful [5:09] ones and so you got to feed it again so [5:10] you get way less waste because I mean [5:12] every advertiser would say like if you [5:14] could wave a magic wand you say I wish I [5:15] could only run the ads that are going to [5:18] perform and so Andromeda more or less [5:20] does this for us but the problem that [5:22] you realize then is like well oh my god [5:23] I have to make so much creative to find [5:25] those 10 winners and that is the [5:27] creative machine that has to get built [5:29] And so I want to say two things from a [5:31] solution perspective. Number one is we [5:33] have to spend more. But in order to [5:35] spend more, these are the two paths. [5:37] Path number one is that of the customers [5:39] that are coming in, we need to create a [5:41] self-licking ice cream cone. So what [5:42] that means is that we need to be able to [5:44] take these 10 new clients per week and [5:46] get two or three ads from each of them, [5:49] right? So how do we do that? It's like [5:50] we could have life cycle ads, which I [5:52] talk about in the in the playbook. So [5:53] this is in the marketing machine [5:54] playbook that you already have. All [5:56] right? So look at the life cycle ad. [5:58] That's number one that I think will be [5:59] really successful for you. Number two, [6:01] do you do any kind of inerson events? [6:04] No. [6:05] I would encourage you to do some sort of [6:06] inerson events to do two things. Number [6:08] one, primarily to capture testimonials [6:10] and videos and clips and media. And then [6:13] number two, you can sell some sort of [6:15] continuation thing, job placement, [6:17] things like that, which could be [6:18] significantly higher ticket, which would [6:19] for sure on its own on the back end get [6:21] you to your goal. So that's number [6:23] that's like 1.5. Now, in order to also [6:26] scale the creative, you're going to want [6:28] to think more top offunnel. All right? [6:30] So, what that means is like, how would I [6:31] talk to somebody who doesn't know what I [6:33] do or doesn't know my brand? [6:37] Mhm. [6:37] So, imagine you go to a party, right? [6:39] This is the easiest way to think about [6:41] it. If you go to a party and no one [6:42] knows who you are and you have to get [6:44] that person to buy your services and [6:45] they have to be in your core audience, [6:47] what would you tell them? [6:52] Wow. I [6:54] do. Do you have a green card? [6:56] Right. That's probably the first [6:58] question you'd ask. Do you have any [6:59] hooks in any of your ads that are that [7:01] question? [7:03] Yes. Yes, of course. [7:04] Okay. [7:05] Well, Alex, I just want to maybe push [7:06] back on that because it seems like [7:08] that's the problem for us because we [7:10] address people, hey, if you had your [7:11] green card for five plus years, you want [7:14] to become citizen and your English isn't [7:16] great. [7:17] Yeah, [7:17] that I'm translating. That's our biggest [7:19] pain point for the avatar. We have tons [7:22] of ads like that and it just brings us [7:24] the leads that are not actually [7:26] interested in [7:28] but you're taking them to a webinar, [7:29] right? [7:30] Yeah. [7:32] So, I will stand by the two things that [7:35] I said, which is number one, I think you [7:37] could do you need to create a [7:39] self-licking ice cream cone so that you [7:40] can get more creative out. That is what [7:42] I think will allow you to scale. Number [7:44] two, I think you need a backend in order [7:46] to make more revenue per customer. [7:48] $2,000 is a little low and I think you [7:49] could probably make more. The back end [7:51] is probably the thing that would get you [7:52] to four and a half. It would also [7:53] probably allow you to spend more to get [7:55] cold traffic in and the self-looking ice [7:56] cream cone gets you more creative. [8:00] Alex, would you be looking to actually [8:02] get profitable within the 30 days? [8:04] Because it seems the constraint is like [8:06] cost to acquire customer within a month [8:08] is higher than what they bring within [8:11] first. [8:11] Are they paying $2,000 up front or is it [8:13] a payment plan? [8:16] There is a payment plan and some of them [8:18] pay Yes. [8:21] I didn't hear what he said. What did you [8:22] say? [8:24] We incentivize people in full, but some [8:27] of them because that's all they can. [8:29] Yeah. So, when I hear this, it probably [8:31] means you need a back end. [8:35] We do have we do have upselles. Uh [8:38] people that join the core offer, they [8:40] have one-on-one classes. Uh 30% take [8:44] that. And then we have English classes [8:46] because the main problem for the avatar, [8:48] they don't speak English well enough. So [8:51] either before they become a citizen or [8:53] after they become a citizen with us, we [8:55] take them on one-on-one classes for [8:57] English and that's like You never [9:00] get your English to 100%. We just, you [9:02] know, keep improving. [9:04] Okay. So what's the solution, man? [9:09] The solution is to fulfill the creative [9:11] machine, right? [9:13] Mhm. Mh. [9:13] So we can spend more [9:15] more creative. And you said you have a [9:18] backend. You don't have a back end. You [9:19] have upsells. I'm saying you need [9:21] another another offer which you could [9:23] sell at an inperson event where you [9:24] could create you could get more [9:25] creative. [9:27] And I think it's probably around job [9:29] placement stuff and job skills. [9:32] Wouldn't that be completely different? [9:35] So think about it this way. Think about [9:37] it as more as like jobreated language [9:39] rather than like job like not like a new [9:41] business just like a new kind of a new [9:43] portion of language. Does that make [9:45] sense? [9:46] Yeah, [9:47] that's how I think about it. Cuz [9:49] basically [9:49] we have a lot of elder that are done [9:52] with [9:53] Okay. Well then it sounds like you just [9:55] need to make more creative. [9:59] Yeah. So that's that's the plan. [10:01] Yeah. I also think kind of like I [10:03] started with the market that you're [10:04] going after. You said 50 to 70,000 are [10:07] Russian right now. Of those Russians [10:09] that are 50 to 70,000, how many of them [10:11] are over 5 years and are struggling to [10:13] speak English? [10:16] Yeah, much less [10:17] right. [10:17] We make we take about thousand people [10:20] last year, [10:22] right? And so my point is is that like [10:25] there is somewhat of a limit to this [10:27] business because the pool you're going [10:28] after is very small. [10:32] Mhm. So [10:33] would the next logical progression be [10:36] you know work with other immigrants that [10:38] are on that process like more of a [10:40] million people that go through it. [10:42] Yeah. [10:44] I just thought as you know you have to [10:47] focus on the avatar you have to focus on [10:49] the offer and I thought that would be [10:50] like a distraction. [10:52] I agree. I think you can basically you [10:55] should be realistic about how many [10:57] people this is per year of who are [10:59] actually eligible for the things that [11:00] you sell. And then if you can get 30 or [11:04] 50% of them, like you're winning, right? [11:07] But for you to hit your $5 million goal [11:09] without an increase in LTV, you need [11:10] 2500. You said there's 50 to 70,000. [11:13] Now, of those 50 70,000, we know for [11:15] sure that a lot of those people are not [11:16] necessarily struggling to speak English. [11:18] Some of them are just they speak English [11:19] fine, right? I have multiple Russian [11:21] employees that work for me and they [11:22] naturalized and they speak English [11:24] perfectly. Right? [11:25] So of that 50, is it half? Is there [11:28] 25,000 that are there? Is it is it a [11:30] third that are really struggling? Is it [11:32] 15,000? Selling 2500 to 15,000 is very [11:35] significant market penetration. And so [11:37] again, yes, I think we can do more [11:38] creative. Yes, I think we can have more [11:40] cold hooks. But I think that in order [11:42] for you to scale this business, you will [11:43] likely need to add some sort of thing on [11:44] the back end or you go adjacent. [11:47] Damn. [11:50] do the ads thing first. [11:52] That might be able to take you to three. [11:56] Backend would be able to get you to like [11:57] maybe fiveish, but I don't think this is [11:59] going to become a $50 million thing [12:01] unless you go kind of adjacent verticals [12:03] for language. [12:05] Yeah. Yeah. Cool. [12:07] All right, [12:07] that's the plan. [12:08] Appreciate you. [12:09] Thank you, Alex. [12:09] Yeah, you bet. You're a G. If you're a [12:11] business owner and you are not growing [12:13] as fast as you'd like, I'd like to give [12:15] you a free gift. So my team and I put [12:17] together the $100 million scaling road [12:19] map which is basically 200 hours of us [12:21] looking over all the portfolio companies [12:22] we've had and what stages of growth they [12:25] went through and more importantly where [12:27] they got stuck and how they got past it. [12:29] And so we broke it into these 10 stages [12:30] and we made this little kind of quiz [12:32] thing where if you put in your business [12:33] information it'll tell you where you're [12:35] at and the most important part for you [12:37] what to do for each of functions of the [12:38] business across product marketing sales [12:40] customer success recruiting IT human [12:42] resources and finance. And so no matter [12:44] what you're struggling with, someone [12:46] else has already struggled with it and [12:47] solved it. And so I'd like to give you [12:49] this thing absolutely free. You can go [12:50] to acquisition.com/roadmap, [12:52] plug in your business information. And [12:53] if you want us to actually help you [12:56] deconstrain the business and you're [12:57] trying to scale, we'd love to help you [12:59] out on the thank you page. You can just [13:00] book a call with my team and we will [13:03] look at the business, see if we can [13:04] help. And if we can, we'll invite you [13:05] out to Vegas and we'll do this in person [13:07] live.

===FILE=== iClReCOmXGk - Why You Should Start with Income-Generating Skills.txt
https://youtu.be/iClReCOmXGk
Why You Should Start with Income-Generating Skills

[0:00] If you want to get really good at [0:01] something, then why don't we start with [0:02] the skills that generate income? And so [0:04] if we follow kind of the the three [0:06] elements of a business at its most basic [0:08] form is you have some element of [0:09] promotion. So we got to let people know [0:10] about our stuff. The second element is [0:12] we got to have a way to convert them. So [0:14] we have to be able to sell some sort of [0:15] exchange mechanism. And then finally, we [0:17] have to deliver, right? So track, [0:18] convert, deliver. Very easy. Um well, [0:21] easy to easy to say, hard to do, right? [0:23] Within each of those things, it's like, [0:24] okay, well, how do I let people know [0:26] about my stuff? or even before that what [0:28] stuff do I sell right and so that's [0:31] where I like to think about it as people [0:33] try to think man there's so many people [0:35] and and try to boil the ocean like it's [0:37] impossible to try and like try and think [0:38] what business could I possibly start [0:40] because you're trying to address the [0:42] world when it's much easier to say what [0:44] are the problems that exist in my life [0:46] and I kind of think of it as the three [0:47] Ps like most businesses come out of a [0:49] passion so something that you're just [0:51] inherently interested in they come out [0:52] of a profession so you currently [0:53] exchange right now you have a job [0:55] whatever it is and you get paid paid [0:57] maybe not as much as you want but you do [0:58] get paid uh for exchanging some sort of [1:01] value with the business and the third is [1:03] P which is pain right so there's some [1:05] deep pain that sometimes you went [1:07] through so maybe it's a mom who had to [1:08] figure out how to um create [1:10] non-allergenic food for their kids right [1:12] it's it be something as small as that [1:14] and so from that those three kind of uh [1:16] buckets is I think the best starting [1:18] point for most people who want to start [1:20] making an income it's like okay well if [1:22] you're inherently interested in this [1:23] topic it's like can we make can we let [1:25] people know about stuff around that [1:26] topic. Can we create solutions around [1:28] that stuff? Can we create services, [1:29] which is where I prefer most people [1:31] start, which to be fair, in the United [1:32] States, 78% of businesses are service [1:35] based businesses. And I think it's [1:36] because they're the easiest to start. [1:37] You just trade time for money. Very low [1:38] risk, [laughter] [1:39] right? You either get richer or you [1:41] don't. But like your your base your base [1:43] is zero. Real quick, if you're a [1:45] business owner and you are not growing [1:46] as fast as you'd like, I'd like to give [1:48] you a free gift. So my team and I put [1:50] together the $100 million scaling [1:52] roadmap, which is basically 200 hours of [1:54] us looking over all the portfolio [1:55] companies we've had and what stages of [1:58] growth they went through and more [1:59] importantly where they got stuck and how [2:01] they got past it. And so we broke it [2:03] into these 10 stages and we made this [2:04] little kind of quiz thing where if you [2:06] put in your business information, it'll [2:07] tell you where you're at and the most [2:09] important part for you, what to do for [2:10] each of the functions of the business [2:12] across product, marketing, sales, [2:13] customer success, recruiting, IT, human [2:15] resources, and finance. And so no matter [2:17] what you're struggling with, someone [2:19] else has already struggled with it and [2:21] solved it. And so I'd like to give you [2:22] this thing absolutely free. You can go [2:23] to acquisition.com/roadmap, [2:25] plug in your business information, and [2:27] if you want us to actually help you [2:29] deconrain the business and you're trying [2:31] to scale, we'd love to help you out on [2:32] the thank you page. You can just book a [2:33] call with my team and we will look at [2:36] the business, see if we can help, and if [2:38] we can, we'll invite you out to Vegas [2:39] and we'll do this in person live.

===FILE=== ibjJFr_iZ2w - The Lead Magnet That Will Sell Your Mentorship Program.txt
https://youtu.be/ibjJFr_iZ2w
The Lead Magnet That Will Sell Your Mentorship Program

[0:00] I'm a worship leader and I'm launching a [0:02] mentorship program focusing on the [0:03] development of vocal skills, stage [0:05] presence, and leadership. Since social [0:08] media prohibits targeting religious [0:10] demographics of any kind, how would you [0:11] go about running ads to reach my target [0:13] audience? [0:14] Oh, dude, don't even worry about that. [0:16] Like, the messaging will take care of [0:17] all that. Like, I think select like it [0:20] won't let you select for something, but [0:23] I'll just like let me just be abundantly [0:26] real here. If you have a chick in the [0:28] ad, you'll get more chicks. If you've [0:29] got a black dude in the ads, you'll get [0:31] more black dudes. If you got old guy, [0:32] you'll get more old guys. If you if you [0:34] talk about Christian stuff with a [0:35] crossbind, you'll get more Christian [0:36] people. So, just make sure that your [0:39] message matches the prospect that you're [0:42] trying to reach. And ideally, some of [0:44] the other things you have. So, [0:45] background, imagery, uh props that you [0:48] use, what you're wearing, uh if you do [0:50] if you run your ad, by the way, like let [0:52] me just tell you how I do. If I were [0:55] you, I would have a camera and I would [0:57] be on stage at my congregation and I'd [0:59] be like, "Hey guys, I need 30 seconds of [1:01] y'all's attention." And if you want to [1:02] help me like spread this, you know, [1:03] ministry of helping, you know, young [1:06] people find their voice, um, I'm going [1:07] to make an ad. Hopefully, you know, [1:09] don't make fun of me. And then you say, [1:10] "Hey, my name's Oh, sorry. What was his [1:13] name? I'm sorry. No, I'm messing up. I [1:16] deleted the question." All right. My [1:17] name's X, right? My name's X and I'm [1:20] here. And he showed the community. Like, [1:22] woo. It's like, but you know what? It [1:24] wasn't always like this. I had to [1:26] practice for hours and hours and hours [1:27] to get really good. And the nice thing [1:28] is is I now train the other people at [1:30] our church. And so, learning how to [1:31] communicate has been something that's [1:32] changed my life, can change yours. And [1:34] the good news is it doesn't take as long [1:35] as you think. And so, I just put this [1:37] lead magnet together of six things that [1:39] you can do just right before you get on [1:40] stage so that you can be more likely to [1:43] succeed. And if you want me to help you [1:44] personalize this stuff, give you [1:45] feedback and do that. You should join my [1:47] school community. I hold calls every [1:48] week and I'll help you review your [1:49] videos so that you get better faster and [1:52] you can have the life of your dreams. [1:53] Right? That that's the idea.

===FILE=== iiX23it0jUg - The Real Reason Your Meta Ads Aren’t Converting.txt
https://youtu.be/iiX23it0jUg
The Real Reason Your Meta Ads Aren’t Converting

[0:00] Perfect. So my name is Huffton. I have [0:04] three locations, [0:06] three dental offices in Southern [0:07] California. So as of right now, we are [0:11] doing around $2 million in revenue [0:14] and we are essentially stuck. [0:17] One of our offices is doing $1.2 million [0:22] in revenue and the other two offices are [0:24] underutilized. [0:26] Okay. [0:26] About 3 to 400,000. [0:28] Okay. [0:29] And you said dental offices. [0:31] Health conscious. [0:32] Yeah. Yeah. Dental offices. [0:35] Okay. Got it. [0:36] Do dentistry in Orange County. [0:38] Word. So what's what's holding you back? [0:41] So we have a lead acquisition problem. [0:45] So as of right now, we get about 30 new [0:48] leads a month from a referral [0:52] for all three locations. We're still [0:55] Yeah. For all three locations. [0:56] So you must be high ticket. [0:59] Yeah. Yeah. High ticket. [1:01] Okay. What's the average case size? [1:04] Average case size presented is probably [1:06] around 19,000 or so. [1:08] Okay. Is this uh like veneers or [1:10] something like that? [1:12] A lot of implants, veneers. [1:14] Okay. [1:14] And like full mouth rehab. Yeah. [1:16] Got it. Word. Okay. So, what do you you [1:19] have one referral partner who's getting [1:20] you 30 leads a month? [1:22] Correct. [1:23] Okay. Got it. Um, any reason you don't [1:26] get like what did you do to get the [1:28] referral partner that you have? [1:31] We essentially just signed up signed up [1:33] on our website. She's a big YouTube [1:34] personality. [1:36] Okay. [1:36] And we're on a map essentially. [1:38] Okay. Got it. Um, are there other people [1:40] who exist like her in the world? [1:44] There are there's one more. He's in [1:46] Germany, but she's kind of the biggest [1:49] one. [1:49] Okay. Uh, can you get more from her or [1:52] 30 is the absolute max of what she [1:54] offers? [1:56] So, I mean, we can get more, but it's [2:00] it's not a direct referral. [2:03] People find us on our website. [2:05] Okay. [2:05] And then they call us and we schedule. [2:07] And how do they find you? [2:09] They just find us on the map. We're the [2:11] only people in Orange County. [2:13] Okay. So, any reason you're not running [2:15] PPC, pay-per-click? So, we we do run PPC [2:19] at the moment. We ran a Facebook [2:22] campaign [2:23] about $10,000 a month with an agency. [2:26] Okay. [2:27] And the agency was the the copy was all [2:31] towards [2:33] low low hanging fruit and there was a [2:36] lot of discount compassers. [2:37] Uhhuh. [2:39] So, right now I mean sorry over those [2:42] three months [2:44] we got zero patients. [2:46] Okay. [2:47] Uh, [2:47] and then as of right now, we're at [2:49] $12,000 a month [2:51] in Google campaign. [2:54] And so, so you are still spending that [2:56] money. You're just not getting patience [2:58] from it. [3:00] Just started. Just started last week to [3:02] be honest. [3:02] Got it. What's the offer? [3:05] Offer is essentially a free consultation [3:09] with a free beam scan, free smile [3:11] assessment, [3:13] and discounted cleaning. [3:15] Yeah. Um, what can you do? [3:20] Well, so you're spending this money now. [3:22] Are you getting clicks? Are you getting [3:24] leads? [3:26] I've had a few clicks, few leads, but a [3:29] lot of the keywords we're searching for [3:31] are pretty low low volume. [3:35] Uhhuh. [3:36] So, we don't get too many clicks to be [3:37] honest, but we have got a few phone [3:39] calls, but no no actual conversion just [3:42] yet in the past week and a half. [3:43] Yeah. Um, so what's the sales motion? So [3:46] they opt in on the site. Then what [3:47] happens? [3:49] They opt in and then I give them a call [3:51] personally within two minutes. [3:54] Wow. Okay. [3:56] And then what happens? [3:59] So once they once I give them a call, I [4:01] get them scheduled as soon as possible. [4:04] But as of right now, [4:07] so we have one doctor working between [4:10] three offices. [4:11] Okay. booked out about two and a half [4:13] weeks. [4:14] Okay. [4:14] So, we are essentially booking empty [4:17] slots [4:19] which are few and far between. So, our [4:21] show rate is [4:24] decent. It's about 70% but it's about 3 [4:26] weeks out. [4:28] Okay. And you just haven't met with [4:30] these people yet or you have [4:31] Sorry if I'm sorry if I'm talking weird. [4:34] I hear a little echo in the background. [4:35] Yeah. No, I hear it. So, they opt in, [4:38] you call, you schedule them three weeks [4:40] out. Okay. Then what happens? [4:43] They they show up. We present the [4:46] treatment plan. We educate them on [4:49] exactly why we're doing this and what [4:51] the difference is between normal. [4:52] You pitch them [4:53] and holistic dentistry is. [4:54] Yeah. And you pitch them, right? [4:55] Yeah. [4:56] Okay. And [4:57] get them scheduled as soon as possible. [4:58] And then you get them rescheduled after [5:00] they pay. You mean [5:03] rescheduled? Uh I guess scheduled for [5:05] their first appointment. [5:07] But the first appointment is the thing [5:08] that they show up for, right? [5:11] Correct. [5:12] That's where you tell them all these [5:13] different you pitch them and then they [5:14] come to another appointment that's a [5:15] dental appointment. [5:18] Yes. [5:18] Okay. So, you do sell them on that first [5:20] appointment. Correct. [5:22] Correct. [5:23] Okay. Got it. And so, you have leads [5:25] that are going through this process. [5:26] Since you're spending money on PPC right [5:28] now, have you made any sales from that? [5:32] From PPC? Not yet. No. [5:33] So, you said you have 70% that are [5:35] showing up. How many have showed up to [5:37] create the 70%. [5:39] So, we used to run PPC in the P, [5:43] but it was pretty low. So, right now, [5:45] you said you're running Google ads. So, [5:46] what ads are you running for Google Ads [5:48] that you're spending 12,000 a month on [5:49] that you're getting 70% shop price for? [5:53] So, we have the Google ads running for [5:54] 12,000 a month right now. [5:56] Right. So, what are the what are these [5:58] Google ads [5:59] on what platform? Like I said PPC, which [6:03] is AdWords, which is the same like [6:04] basically I'm saying the same thing. [6:05] You're saying one, you're saying we used [6:07] to run PPC, now we run Google ads. Those [6:12] are the same thing unless you're running [6:13] Google display, which I doubt, or [6:15] YouTube ads that are pre-roll, but you [6:16] probably would have said YouTube ads. [6:17] So, what are you what are we talking [6:18] about? [6:20] Yeah, I think we're talking about the [6:21] same thing. I think I'm being a little [6:22] bit confused. [6:22] I agree. That's my point. So, you had an [6:24] agency and then now you run an in-house [6:26] and you're spending 12,000 a month. You [6:28] have 70% showing up. So, people So, [6:30] you're spending 12,000 on these [6:31] keywords, right? [6:34] Not yet. We We have 12,000 allotted. [6:37] Haven't been able to spend it yet. [6:38] So, you haven't spent $12,000. [6:41] No. No. We have $1,200 budget. [6:43] Then where are these where the 70% [6:45] Where's the 70% show rates coming from? [6:46] How many leads do you have that created [6:47] that? [6:49] The 70% show up rate is coming from the [6:52] referral. [6:54] Oh, [6:57] okay. [laughter] Okay. So, you have a [7:00] budget of $12,000 for Google Adwords [7:03] that you have not run yet. [7:06] Correct. It's running. [7:08] Okay. [7:08] Haven't utilized budget yet. [7:10] Yeah. [7:11] So, you haven't spent any of the money? [7:14] No. Maybe like 100 bucks so far has been [7:15] actually utilized. [laughter] [7:17] Okay. [7:18] Okay. Did the Did the other the agency [7:21] were they able to spend your money? [7:24] Yes. [7:25] Okay. Got it. So, I I'll tell you I'll [7:27] tell you the the two solutions. All [7:29] right. Number one is the agency that you [7:31] were working with, did they have [7:32] customers who sold the level ticket that [7:34] you sell? [7:37] Yes. [7:38] Okay. Got it. And so what were those [7:40] people doing that you aren't doing? [7:44] So they were [7:47] You know what? Let me rephrase that I'm [7:48] so sorry. We were higher ticket than [7:52] every single one of their customers. [7:54] Okay. But did any of them sell like [7:56] they provided? [7:56] Did they sell anything that was in like [7:58] the 8,000 plus range? [8:01] Oh yeah. Yeah. 100%. Everything they [8:04] only marketed one thing essentially. [8:06] They they marketed like all X is what [8:09] it's called. [8:09] Okay. [8:10] Which for us is a $40,000 procedure. [8:13] Okay. So they do sell stuff that's more [8:15] expensive. [8:17] Yes. [8:19] 10 to $20,000. [8:20] Yeah. So, what I was trying to what I [8:22] was trying to lead you to was the idea [8:23] that you agent there was nothing wrong [8:25] with the agency. They were getting you [8:26] leads and you had a [ __ ] up sales [8:28] motion. [8:31] [clears throat] [8:32] And so, I'll say like if I'm in your [8:34] shoes, I would probably call that agency [8:36] back up and say, "Can you connect me [8:37] with the three or four people that [8:38] you're currently working with that are [8:40] not in my area that are making this [8:41] work?" [8:44] Now, in all likelihood, you said they [8:46] were bringing the wrong type of people, [8:48] right? [8:50] Correct. [8:50] But it's only the wrong type of people [8:52] because there's no sales motion to [8:53] basically educate them into becoming the [8:54] right type of people. So I'll give you [8:56] an example of this. Back in the day when [8:57] Groupon was a thing, which you may [8:59] remember, there were plenty of [9:01] businesses that got on Groupon and [9:03] people would flood, you know, the front [9:04] end with kind of these low barrier [9:05] offers. The business owners that didn't [9:07] understand sales and basically compared, [9:09] well, I get these referrals that are [9:11] super hot and they just buy when I offer [9:12] it to them compared to cold traffic [9:14] sales, which is what this is. Uh, these [9:16] people are all low quality. It's like, [9:17] yeah, of course, compared to referrals, [9:18] they're they're all going to be low [9:20] quality, but believe it or not, these [9:22] leads that that agency was sending you [9:24] is still higher quality than metal [9:25] leads. And so, you had this the second [9:28] hottest leads coming to you and you [9:29] weren't able to convert them. And so, [9:31] the problem is the process. So, can I [9:33] walk you through what I think you should [9:34] do and probably turn the agency back on? [9:37] Yeah. So, just just want to let you know [9:40] one thing as well. So, the agency was [9:41] metal leads. [9:42] Okay. Well, yeah. Then then metal leads. [9:44] Yeah. That's going to be lower quality. [9:45] And I'll walk you through what what [9:46] should happen. If you've never had metal [9:49] leads come in and you just like were [9:51] expected to run the same process, [9:52] there's no chance you're going to be [9:53] successful. I'll just tell you right [9:54] now. [9:55] Mhm. [9:56] Okay. [clears throat] [9:56] Yeah. [9:56] So, let's say you've got meta ads. I'm [9:58] just going to walk you through and we're [9:59] going to wrap with Okay. So, you've got [10:01] your meta ads. You're going to go to [10:03] whatever the offer pages and they're [10:04] going to opt in. Okay. Cool. Did they [10:06] make the opt-in page? [10:09] Yes. [10:09] Okay. So, I'm sure they already had a [10:11] format that was working. After the [10:13] opt-in page, what was the step in that [10:14] funnel? [10:17] after the Austin page, it would pop up [10:20] in a go high level page. [10:22] Okay. [10:22] And then I would call them immediately. [10:24] Okay. So, you would did was there a [10:26] scheduling thing there on the thank you [10:28] page? [10:30] Yeah. They received a VSSL. [10:33] Mhm. [10:34] That I made as well as they would also [10:37] receive automated reminders and text [10:39] messages. [10:40] Okay. But you set them on the phone, [10:42] right? [10:43] Yeah. And you're saying none of the [10:45] leads were good? [10:48] None of them qualified for financing. We [10:51] brought we brought a few of them in, [10:53] but I mean these are all people who are [10:55] missing most of their teeth. So almost [10:58] like borderline homeless people were [11:00] coming in. So they just weren't worth [11:02] our time to give free consultations. [11:04] Yeah. So you don't have to give free [11:06] consultations to people if they don't [11:07] qualify. [11:10] So I would say fundamentally like I this [11:13] still feels very confusing because like [11:15] PBC is probably the number one channel [11:17] for for uh dentist doing high ticket [11:20] work like this and so the keywords that [11:23] you were selecting uh that you're [11:25] currently bidding on. Uh there's [11:26] probably more that you're missing number [11:28] one. Number two from the sales process [11:30] having the VSSL before and after that [11:32] stuff's good. Meta will always get you [11:33] more leads than PPC will because it's [11:35] interruption based rather than intent [11:36] based, but the leads will be colder, but [11:38] there's an ocean of them and you can [11:39] spend a lot more, right? [11:40] And so, um, the vast majority like [11:43] there's also a cost thing like you [11:44] probably have to spend I would say [11:46] somewhere in the neighbor of$5 to [11:47] $10,000 per sale is probably what you [11:49] would expect, [11:50] uh, to spend for something like this. [11:51] And that would be kind of like industry [11:53] average. And so, you know, the spend [11:55] that you actually had with them was [11:56] relatively low. Um, especially if it was [11:58] kind of like the first time you were [12:00] really doing it. So, you spent 30 grand. [12:01] And I can understand why that would be [12:02] frustrating. Um, but like I would I [12:05] would get out of the perspective of like [12:07] all the leads are like are you in a poor [12:09] area? [12:11] No. [12:11] No. You're in Orange County, right? So [12:13] like there there's for sure like there [12:16] is a PPC path. There is a meta path. [12:19] Both of them work. There's going to be [12:20] opt-in speed to lead VSSL before when [12:22] they walk in the door, second VSSL when [12:24] they're in person for the waiting room. [12:26] And then when you present, you'll anchor [12:28] high, get financing from the way from [12:30] them walking in the door. You'll also [12:32] get card on file. It'll probably be [12:33] split because some people take [12:34] financing, some people pay with the [12:36] card. Um, but you should collect that [12:37] before you present payment regardless. [12:39] And then from the sales motion itself, [12:42] um, I mean, if they were truly homeless, [12:43] then yeah, that's a waste of time, and [12:44] we should have we should have screened [12:46] for that on the on the call itself. But [12:47] like, what was your cost per lead, [12:49] right, on on Meta? [12:52] I wouldn't honestly, I'm not 100% sure. [12:55] Okay. Um, that would be worth knowing [12:57] obviously. Um, but like I would say that [13:00] if you're on meta, you're probably going [13:01] to expect to convert, especially at your [13:03] price point, somewhere in the like 2 to [13:04] 5% of leads range at your price point. [13:08] And so it's like, okay, let's say cost [13:10] per lead is 50 bucks. Uh, then it costs [13:12] you if you convert 1% you're at 5 grand [13:14] a sale. That that math maths. It's just [13:16] that you have to expect when you're [13:17] using meta ads that like these are not [13:19] going to be PPC or referral ads. Like [13:21] you're going to convert one out of 20, [13:23] one out of 50. [13:25] And you're going to have to put heavy [13:26] screening on the front end. [13:29] Yeah. [13:30] The like those are the two [13:32] screening. Would you suggest deposit? [13:34] Say it again. [13:36] For the screening for metal leads or [13:39] even the paper click on Google campaigns [13:42] as well. [13:42] Huh? [13:43] Would you suggest clipping a deposit? [13:46] I would I would do a deposit if I felt [13:48] if if we were having show up rate [13:50] issues, but we aren't having show up [13:51] rate issues. The issue I think is in the [13:53] set. So basically the friction to get on [13:55] the call with you and what you're saying [13:57] on the set you should have like you [13:58] shouldn't have had homeless people [13:59] showing up at your dental office [14:01] like you should have been able to [14:02] qualify that on the phone and so on the [14:05] set we should have gone for band right [14:06] budget authority need timing like hey [14:08] what are you looking for in terms of [14:09] budget wise for this obviously this is a [14:11] four figure plus investment just want to [14:12] make sure this isn't some sort of shock [14:13] for you the second thing is need-wise [14:16] like how important is this from you from [14:17] 1 to 10 to get this solved uh like right [14:20] and then they'll give you a number and [14:21] you're like great whatever the number [14:22] they say you say why isn't it a 10 and [14:24] you say why wasn't it a one right and [14:26] both of those scenarios basically get [14:28] them to sell themselves on why it [14:29] actually is important then the third [14:31] question that you would ask is um timing [14:34] like if we could wave a magic wand would [14:35] you want it to get solved today or when [14:36] would you want to do this you want to [14:38] solve the people that are either today [14:40] basically as soon as possible within the [14:42] next few days the people who are like I [14:43] would want to do this and push it out [14:44] into the future those are kickers and [14:46] are unlikely to close and then authority [14:48] is are you the person who's going to be [14:49] able to make the financial decision for [14:51] yourself or do you need someone else's [14:52] permission [14:55] Mhm. [14:56] And so if someone opts in after watching [14:58] a VSSL, they fill out an application, [15:00] uh, and then you get on the phone and [15:02] you go through bant, you shouldn't have [15:03] people who are unqualified who are [15:04] walking in the door. [15:08] Yeah. [15:10] So it sounds like [15:11] out of all the people that we actually [15:14] screened and got in the door, [15:17] one I would say was qualified. [15:19] Yeah. So, I think like [15:23] and the front end offer was a a free [15:25] what? [15:27] Free consultation and free $300 skin [15:30] about $500 worth of value. [15:32] Mhm. And it was leading to [15:36] the implants, correct? [15:39] Yeah. Yeah. Leading implants. [15:41] Yeah. I don't think there like honestly [15:42] like that offer is fine. The the process [15:45] that you laid out is more or less fine. [15:47] it was probably missing a VSSL before [15:49] you walked in the door. But at going [15:50] through all of these pieces with you, [15:52] the set call was the issue. [15:56] Mhm. [15:57] And I also don't know anything about the [15:59] metrics. Like I don't know how many [15:59] leads we had and how much the cost per [16:01] lead was. If you had like five leads for [16:02] $10,000, that's too expensive. If you [16:04] had a 10,000 leads, something was wrong. [16:06] So if you were in the 50 to call it 150 [16:08] range, it's probably about right. I [16:10] don't know what the creative looked [16:11] like. [16:11] Yes. [16:12] Were you in the creative or was it just [16:13] statics? [16:15] It was only me essentially. Okay. [16:18] Full video is messed up. [16:19] Okay. I've got good news and I got bad [16:21] news for you. [16:24] You might look homeless. [16:28] I'm half joking. But the the reality is [16:30] that Meta will find people that look [16:32] like the avatar that's in the ad. And so [16:35] making sure that the ad looks really [16:36] premium, really high-end. And if you [16:39] have a demographic that is more like [16:41] your ideal customer, you want that [16:43] person to be in the video. [16:46] Yeah. Yeah. In the ad, we were in our [16:48] Newport Beach office and I'm wearing a [16:50] full suit essentially haircut. [16:53] Yeah. Are you wearing a suit or are you [16:54] wearing a white lab coat? [16:57] Dude, I'm not a doctor. [17:00] You do dental implants? [17:02] I'm not the doctor. I only manage the [17:04] business. I am co-owner of the business, [17:06] but we have a head doctor. [17:08] Okay. You can wear a white lab coat, by [17:10] the way. [17:12] I mean, I can. Yeah. [laughter] [17:14] Okay. [17:15] Yeah. [17:15] I'll tell you right now, if you didn't [17:17] have a lab coat, no one knew that it was [17:19] a dental office. [17:22] Fair enough. [17:24] So, if what's the ideal customer for [17:26] you? [17:28] Ideal customer is [17:31] moms anywhere from 35 to 65. [17:34] Okay. [17:35] That are healthconscious. So, [17:38] kind of going against Western medicine. [17:39] So, that's who you want in the ad. And [17:42] you want her wearing a white lab coat, [17:47] ideally attractive. [17:51] Fair enough. [17:51] I'm being dead serious, man. [17:54] Yeah, [17:54] that's what you need in the ads. That [17:56] fixes the creative. And then you The set [17:58] call piece was messed up. I do think [18:00] though, given everything you're saying, [18:01] I think PPC is going to work better for [18:02] you cuz it's a little bit easier because [18:04] the leads are hotter. you're gonna have [18:05] a lower quality in the beginning. So, I [18:08] would probably like if I were you, I [18:10] would pay for one-on-one with somebody [18:13] who works at a PPC dental ad agency. I [18:18] would look it up on LinkedIn. I'd find [18:20] the guy who's one or two levels below [18:22] who's actually doing the clicking of the [18:23] buttons and I pay that guy 500 bucks an [18:25] hour to walk through the keywords that [18:27] you should be bidding for. That's what I [18:29] would do. [18:31] Gotcha. [18:32] Cool. [18:32] Okay. come to a plan. [18:35] Appreciate you, man. [18:37] Alice, I appreciate it, man. Thank you [18:39] so much. [18:39] You bet, dude. All right. Talk soon. [18:42] You have a good one, man. [18:43] You, too. We got there. We did it. We [18:46] did it. We got there. Success. If you're [18:49] a business owner and you are not growing [18:51] as fast as you'd like, I'd like to give [18:52] you a free gift. So, my team and I put [18:54] together the $100 million scaling road [18:56] map, which is basically 200 hours of us [18:58] looking over all the portfolio companies [19:00] we've had and what stages of growth they [19:02] went through. and more importantly where [19:04] they got stuck and how they got past it. [19:06] And so we broke it into these 10 stages [19:08] and we made this little kind of quiz [19:09] thing where if you put in your business [19:11] information, it'll tell you where you're [19:12] at and the most important part for you, [19:14] what to do for each of functions of the [19:15] business across product, marketing, [19:17] sales, customer success, recruiting, IT, [19:19] human resources, and finance. And so no [19:21] matter what you're struggling with, [19:23] someone else has already struggled with [19:24] it and solved it. And so I'd like to [19:26] give you this thing absolutely free. You [19:27] can go to acquisition.com/roadmap, [19:29] plug in your business information, and [19:31] if you want us to actually help you [19:33] deconstrain the business and you're [19:34] trying to scale, we'd love to help you [19:36] out on the thank you page. You can just [19:37] book a call with my team and we will [19:40] look at the business, see if we can [19:42] help, and if we can, we'll invite you [19:43] out to Vegas and we'll do this in person [19:45] live.

===FILE=== iq4VNdOAfWM - I want to grow my business but I don’t want to sacrifice fam.txt
https://youtu.be/iq4VNdOAfWM
I want to grow my business but I don’t want to sacrifice family time.

[0:00] I uh sell roofing and exterior [0:01] remodeling. [0:02] Sweet. [0:03] Uh we do close to six million this year. [0:05] Amazing. [0:06] Um I would like to be at 100 million. [0:08] Okay. [0:09] So what's stopping me? And I I'll be a [0:11] little bit vulnerable. I would say it's [0:14] comfort, distractions, and fear. [0:17] And food. [0:18] Fear. [0:18] Oh, sorry. I was like, [0:22] "All right, good to know." Yeah. [0:23] Or food. [0:24] Sometimes I feel that way, too. Um [0:27] so the the comfort is I have built the [0:29] business. I've replaced myself in every [0:31] aspect. [0:32] I can work two to three hours a week and [0:34] it run fine. [0:35] Okay. [0:36] Um fear I would say the fear of losing [0:40] family time. [0:42] The work life balance. [0:43] Sure. [0:43] And the distractions are [0:46] uh my other I've got another business, [0:48] drunk removal business. Um I've got real [0:51] estate. I've got uh just all kinds of [0:56] little [0:56] What do you think you should do that [0:57] you're not doing that you want me to [0:58] tell you to do? [1:00] So, so I know I need to go all in again. [1:03] Okay. And and I did that the first five [1:04] years that I business and it worked out [1:07] great. [1:08] Um went through COVID. [1:10] Um I got, you know, kept the business [1:12] going really well [1:13] and I worked myself out of a job, [1:16] got comfortable. [1:17] Okay. So, [1:20] I don't know what I'm looking for you to [1:22] tell me to do. [1:23] Well, I'll say I'll say this [1:24] differently. Um, [1:28] I think regrets come when we imagine the [1:32] upside that we don't have without taking [1:35] into account the cost that we didn't [1:36] suffer. [1:38] And so [1:40] [snorts] [1:42] sure [laughter] [1:42] uh I think I think we regret um when we [1:47] imagine the upside that we didn't get [1:50] without also considering the downside [1:52] that we didn't suffer to get it. Um and [1:56] so I think that's where a lot of regret [1:57] comes from because it's not it's not [1:58] real. So, it's like maybe there's some [2:00] girl that got away or some business [2:02] opportunity that got away and we just [2:03] imagine this amazing thing, but not the [2:06] trade-off that we would have to do in [2:07] order to get it. We just imagine the [2:08] upside without the downside. And so, I [2:10] would say a couple things. So, one is um [2:14] I think that there are there are [2:15] trade-offs [2:17] that we always have to make and I don't [2:20] I don't think they're right or wrong. I [2:21] think they're just their preference. [2:22] There's no right answer to how much work [2:23] life balance you want to have. It's [2:25] right for you. And so [2:28] said differently, if I like cookies and [2:31] I'm good with that and I also want a [2:33] six-pack, I just prefer cookies to a [2:35] six-pack. It's just that's the trade. [2:37] And I think the the dissatisfaction [2:39] comes from wanting both. [2:40] Right. [2:41] Right. And so either [2:44] want less or trade more. [2:49] Okay. [2:49] And I think that's really what it comes [2:51] down to in terms of like is there a path [2:52] where I can work no more than I [2:53] currently am? um to go from 6 to 100, [2:56] there probably is. It depends on how [2:58] much you're willing to pay other people. [3:00] And so, you might have to take a [3:01] short-term hit in terms of profitability [3:03] uh to bring in the level of talent that [3:05] you want to expand the business on your [3:06] behalf to where you want it to go. [3:10] And so, as long as you are the type of [3:12] person character-wise that they would [3:13] want to follow and believe in your [3:14] vision and you can make your vision big [3:15] enough that they think that their [3:16] aspirations can fit within it, you can [3:18] get that type of person. [3:20] But like it's it's 100% like you're [3:22] you're graduating right now into the who [3:24] game. [3:24] Um but there's levels of who's, you [3:26] know, like I remember um the first time [3:28] I hired a $50,000 a year employee and I [3:30] was like this is the [ __ ] This is what [3:32] I'm talking about. You know what I mean? [3:33] Like I went from minimum wage, you know, [3:35] labor to 50. I was like this they're [3:37] they can read, they can write, like [3:39] let's let's go. You know what I mean? Uh [3:41] and then I I hired my first six figure [3:43] employee and I was like oh what was I [3:45] talking about? Like this is what's going [3:47] on. on and then I have my her first 250, [3:48] first 500, first million, first [3:49] multi-million dollar per year employee. [3:51] Um, and it's just levels. And so, um, [3:54] Chiron, who's our president, said this [3:56] to me years ago, but I always [3:57] remembered. He said, "The best the best [3:58] talent's always in the future. So, [4:00] whatever we have today, the best people [4:01] are always ahead of you, not behind [4:03] you." And so, um, I think for you, if we [4:07] if you really do want to accomplish it [4:09] without making the trade, you will make [4:11] a trade because if you change nothing, [4:12] nothing will change, right? So, we have [4:13] to change some some component of your [4:15] life. And so the question is which thing [4:17] do you value the least? Do you value [4:20] having more profit or more time with [4:22] your family in the short term? In the [4:23] long term, you can make it up. You won't [4:25] make up family time in the long term. [4:27] You can't make the profit up in the long [4:28] term, [4:28] right? [4:29] So, if you're willing to give up [4:30] short-term profit, you can bring in high [4:32] level talent and then they can lead the [4:33] growth. [4:35] In terms of the uh the fear stuff, I [4:37] mean, I would just say like just hold [4:39] the line. If you don't, you're like, I'm [4:40] afraid of losing time with the family. [4:42] like just don't [4:44] like I you know and then in terms of the [4:46] real estate thing I see real estate [4:47] because I know a bunch of entrepreneurs [4:48] I have a ton of real estate um I don't [4:52] like as long as you're not like actively [4:54] running it um like that's why I'm a big [4:56] fan of like REITs and funds uh because [4:59] you have if you have you know good [5:01] partners and that stuff um they can just [5:04] run it you can make better than the [5:05] market and then but it's not it doesn't [5:07] change anything about what I do like me [5:09] putting in the S&P or me buying another [5:10] big building changes nothing about my [5:12] life and so it's not a distraction [5:13] unless you're like you know if we could [5:15] add a gazebo and what if we added a [5:18] different roof because I'm a roofer and [5:20] what if I combined what I'm really [5:21] you're like dude stop just like let the [5:23] real estate be the real estate let the [5:24] business be the business and just keep [5:25] them apart as long as you're a good [5:26] there because I think you said [5:27] distraction um actually let me double [5:31] checking that real quick which is when [5:32] you said you're uh the distraction thing [5:33] that you're afraid of why are you afraid [5:35] of that [5:37] I'm not afraid of it okay [5:38] I'm just I've got ADHD and I I I collect [5:41] gold and silver. I buy houses. I buy [5:44] buildings. I mean, it's just [5:46] Yeah. [5:47] Little bit of the red dress. [5:49] Well, as long as it doesn't change [5:50] anything about what you do, I don't [5:52] care. But if it's like now I check the [5:54] stuff all the time and it like eats up [5:55] my days, then yeah, I would say that's a [5:57] problem. Um, [6:02] and it's only a problem if you decide [6:03] it's a problem. Like you might just like [6:04] that stuff. It's just like I sacrifice [6:06] my goals because I enjoy this ADD. [6:10] You know what I mean? Like the cost of [6:11] the big thing is the new stuff that you [6:12] have to give up to keep it going. [6:15] Thank you. I feel like some amens. This [6:17] is great. [laughter] [6:18] Like a good meal, right? Yeah. I [6:21] appreciate it. Um but yeah, that's like [6:24] the cost of the big thing is all the new [6:25] stuff you have to give up that you don't [6:27] get to pursue. All the exciting things [6:28] that you will no longer participate in [6:30] because you want to do one thing big. [6:32] Okay. And I think um for me personally, [6:34] I had this moment um I think a while [6:37] ago, but like I had this realization of [6:38] how long it takes to get good at [6:40] anything. And then I thought about, oh, [6:42] I only have like 30 or 40 more [6:44] productive years [clears throat] at [6:46] most. And so I'm like, I've got like [6:49] four or five big seasons in me left. And [6:52] so [6:54] that's it. And so I don't have like [6:57] unlimited shots on goal. I've got four [6:59] or five big runs in me. And so I think [7:03] like realizing that it's kind of like [7:04] Warren Buffett talks about if every [7:06] person just had a punch card with 20 [7:07] punches on it and that's the only thing [7:08] you could invest and you could never [7:09] sell it. You'd make way better uh [7:12] investments. I see entrepreneurs the [7:14] same way in terms of what business [7:15] opportunities we pursue because if we [7:17] take the hypothetical extreme that if we [7:18] want to build something really big it's [7:19] going to take a long time then it means [7:21] we can't do that many things. [7:24] So hope that helps. I appreciate that [7:27] answer because I thought you were gonna [7:28] say sell everything and [7:30] I mean they're investments. I mean I'm [7:32] not gonna tell you to sell your [7:33] investments. I would say keep passive [7:35] stuff passive. Don't make it active. [7:36] That's like incurring cost because if [7:38] you're going to make it active then make [7:39] active money. [7:41] If you're like I I want to take my [7:42] passive money and then make it cost me [7:44] more time to get five% better returns. [7:47] It's like you're going to get way better [7:48] returns in your active income than your [7:49] passive. And just I would just keep [7:51] active active. Keep passive passive. [7:54] Thank you. [7:54] Appreciate you. If you're a business [7:56] owner and you are not growing as fast as [7:58] you'd like, I'd like to give you a free [8:00] gift. So, my team and I put together the [8:02] $100 million scaling roadmap, which is [8:04] basically 200 hours of us looking over [8:06] all the portfolio companies we've had [8:07] and what stages of growth they went [8:09] through and more importantly where they [8:11] got stuck and how they got past it. And [8:13] so we broke it into these 10 stages and [8:15] we made this little kind of quiz thing [8:16] where if you put in your business [8:17] information, it'll tell you where you're [8:19] at and the most important part for you, [8:21] what to do for each of functions of the [8:22] business across product, marketing, [8:24] sales, customer success, recruiting, IT, [8:26] human resources, and finance. And so no [8:28] matter what you're struggling with, [8:29] someone else has already struggled with [8:31] it and solved it. And so I'd like to [8:33] give you this thing absolutely free. You [8:34] can go to acquisition.com/roadmap, [8:36] plug in your business information, and [8:38] if you want us to actually help you [8:40] deconrain the business and you're trying [8:42] to scale, we'd love to help you out on [8:43] the thank you page. You can just book a [8:44] call with my team and we will look at [8:47] the business, see if we can help, and if [8:49] we can, we'll invite you out to Vegas [8:50] and we'll do this in person live.

===FILE=== iwskrByMIqo - How To Win Sales Without Being Skilled (ALEX HORMOZI).txt
https://youtu.be/iwskrByMIqo
How To Win Sales Without Being Skilled (ALEX HORMOZI)

[0:00] Good morning everyone. It is 4:30 a.m. [0:03] rocking in from uh downtown Austin or [0:06] not downtown Austin, suburbia Austin. Um [0:09] but I am kneede in creating our new [0:12] phone sales training. Um super robust [0:14] end training for our GLX flies um and [0:17] Giblords. And so I'm I'm I'm very very [0:19] excited about how it's coming out. It's [0:20] one of some of our best stuff. Um but [0:23] while I was going through it, there was [0:24] this one kind of way I phrased something [0:26] that I really liked and I wanted to [0:28] share it with you. [0:29] which is uh uh one of our one of our uh [0:32] gyms uh had been really struggling with [0:34] sales and uh he gets on the daily call [0:36] every day which is why we encourage [0:38] people to do it um where I just coach [0:40] all of our gyms oneonone and um he heard [0:43] something which was to the to the extent [0:45] of remember why you're doing this right [0:47] remember why you're caring about the [0:49] customer now here's where this gets [0:51] really cool he uh went 0 for whatever 0 [0:55] for 20 or something and then something [0:57] switched and he went 5 for 9, right? [1:00] Overnight 0 for 25 to 5 for 9, right? [1:04] And this is the one thing that switched [1:06] and this is how I want to share it with [1:07] you. [1:09] He essentially the person who wins. So [1:12] every every sale is the same, right? And [1:14] a sale is always made. Either they sell [1:16] you or you sell them. But who is the [1:20] person who makes the sale? The person [1:22] who makes the sale is the person who [1:23] cares the most about the buyer. [1:26] Think about that for a second. And so [1:28] that's the phrasing that I'm using in [1:29] the training is the person who cares the [1:32] most about the buyer's interests is the [1:35] one who will win the sale. All right? [1:37] Like this was super profound for me. And [1:40] so when you're approaching the sale, you [1:42] have to come at it from the perspective [1:44] of I care more about this person than [1:47] this person cares about themsel. And [1:49] this is what that gym owner was able to [1:51] flip in his mind was he remembered why [1:54] he was he said because I I give him the [1:55] term commission breath, right? People [1:57] can smell whether you're in it for their [1:59] for your agenda or their agenda, right? [2:02] And so if you want to win the sale, you [2:05] have to come at it from the perspective [2:06] that I care more about your best [2:08] interest than you do. Right? You're [2:10] going to throw these things in my way, [2:12] but I care about you enough to get us [2:15] through them so we can get to the [2:16] promised land, which is you getting [2:18] help, which is why you're here, right? [2:20] And you have to expect that you're going [2:22] like the sale is not going to go the way [2:24] that you imagine in your head because [2:26] people bring all this emotional baggage [2:28] to the sale. And it's a problem that's [2:31] covered in shame and guilt, which uh [2:34] which is a great uh a great way of [2:36] saying uh it's not easy to get people to [2:39] to to trust you to build rapport so they [2:41] can actually be real with you. The [2:43] moment you're able to get someone to be [2:44] real with you in the sale, you've [2:45] already won the sale, right? Because at [2:47] the end of the sale, if for some reason [2:49] they actually can't afford it, which is [2:50] a very very very very very small [2:53] percentage of people, then you're on the [2:55] same side of the table with them and [2:56] it's like cool, then let's actually [2:58] figure this out together. But you're [3:00] coming from it from a perspective that [3:01] they trust that you are acting in their [3:04] best interest. Right? And so that's [3:06] ultimately the sale that's that's being [3:08] made is that the person needs to trust [3:11] that you care more about their agenda [3:13] than they do. [3:16] Think about it. That's the sale that's [3:18] being made. If they believe that you [3:21] care more about them genuinely than they [3:24] care about themselves or have [3:26] demonstrated care about themselves, then [3:28] you will win. And so that's why I see [3:31] some of our gyms who honestly aren't the [3:34] most skilled salespeople, but they kill [3:37] it. And I cuz I I know these guys [3:39] because there's some guys who are just [3:40] very processoriented. They follow the [3:42] [ __ ] script and they crush it, right? [3:43] And that's great. And I know why those [3:44] people are successful, right? Because [3:45] they were successful at everything. But [3:47] there's some people who are quote [3:49] personalitydriven salespeople. And these [3:52] are like the really genuinely [3:53] kind-hearted, caring people that you can [3:55] immediately tell from their vibe that [3:57] they really love fitness and really love [3:59] helping people get in shape and lose [4:01] weight and take control of their lives. [4:03] Those people get away with so much lack [4:07] of skill in the sale, but are able to [4:10] close because the people believe that [4:13] they really are acting in their own best [4:14] interest. Right? which is why having [4:16] conviction in your product is so [4:17] important. And so if you can simply have [4:21] that one reframe before you go into the [4:23] sale, which is I'm going to approach [4:25] this from the perspective that this [4:27] person needs my help, but like actually [4:30] though, like actually getting them to [4:33] like you actually believing that they [4:37] need your help and that you have to have [4:39] their true best interest at heart more [4:42] than they do. Which is why if you do [4:44] genuinely have that belief, you're going [4:46] to force them to confront the limiting [4:48] beliefs that they had, right? And you be [4:50] like, "Listen, like let me be real with [4:52] you here." Like, do you think that the [4:55] reason that you haven't been successful [4:56] is because like you've you've kind of [4:59] just like fallen off the bandwagon? Like [5:01] you've you've been putting the food in [5:02] your mouth, right? So that's whose [5:04] responsibility is that? Is that is that [5:06] your busy schedules? Is that your [5:08] husband? Who's whose responsibility is [5:09] that? Right? And they're like, "Well, I [5:12] guess it is mine." And you're like, [5:13] "Right, and I'm not saying this to be [5:14] mean to you. I'm saying this because I [5:16] want to help, but this time's going to [5:17] be different." Right? And so that way [5:20] you can break these beliefs [5:21] systematically throughout so you can [5:22] actually help this person. All right? [5:24] Because sales is just coaching, right? [5:27] With an outcome that's defined over a [5:29] period of time. And so I guess the [5:32] biggest point that I want to make here [5:33] is that if you can just think about it [5:34] from that perspective, this guy had the [5:36] same script from his first, you know, 25 [5:39] reps to the the last five of nine that [5:42] he hit, right? And mind you, he made [5:44] this realization at rep 25, which for [5:46] some reason is a magical number. All [5:48] right, but at rep 25, he realized that [5:50] he just was trying to sell on his agenda [5:52] and not on the agenda of the other [5:53] person's. And there's sometimes it's [5:56] it's uh I mean one of the things that I [5:58] was just talking to our sales team about [6:00] is advanced salesmen are advanced [6:03] because they never don't do the basics. [6:05] Right? People are defined as advanced [6:07] because of their outcomes, not because [6:08] of their tactics. All right? Advanced [6:11] lifters aren't doing different tactics [6:13] than novice lifters. They just lift more [6:15] weight. And the reason they do it is [6:16] they've just done it consistently [6:17] longer, right? Or they're more [6:19] consistent in general. They never don't [6:21] do the basics. They always sleep. They [6:22] always do their recovery mechanism. They [6:24] always eat the macros that they're [6:25] supposed to hit, right? It's the same [6:27] thing with business and sales. Like the [6:30] best sales people are consistent because [6:31] they never don't do the basics. The [6:33] tactics don't change. It's just your [6:35] execution of them. All right? And so [6:37] when I look at professional development, [6:39] sorry, this is a big zoom out, but I [6:40] think it's important. When I when I talk [6:42] to higher level, you know, entrepreneurs [6:44] who are at like 10 million, 20 million, [6:46] etc., [6:47] and they're like what do I need to do to [6:48] you know to get to the next next thing [6:50] is I see three major breaking points in [6:54] professional development as an [6:55] entrepreneur the first is skills right [6:58] people enter the marketplace of [6:59] entrepreneurship with no skills they [7:01] have nothing to offer of value and so [7:03] they have to go acquire skills and [7:05] there's far more skills that you need to [7:06] acquire than you think right you're like [7:08] I need to be able to get customers but [7:09] be able to get customers is a lot of [7:12] skills put together right you have to [7:13] know how to write copy you know have to [7:15] know how to create creative you have to [7:16] know how to build landing pages. You [7:18] know, have to have to have to be able to [7:19] buy and place traffic. Uh, you know, [7:22] have to know how to nurture leads to get [7:24] them to show up to both schedule and [7:25] show up to a sales event. You have to [7:27] know what type of sales event you want [7:28] to have. Is it going to be a [7:29] presentation? Is it going to be a a [7:31] sales call? Is it going to be an inerson [7:33] appointment? Is it going to be a [7:34] two-step sale? Like, you have to know [7:35] what the conversion mean. Is it going to [7:37] be a sales page? Right? You have to know [7:38] what the conversion mechanism is going [7:40] to be. Right? And then from there, you [7:42] have to know the actual scripting [7:43] closing mechanisms. It's not just the [7:45] words. It's how to say the words, what [7:46] the tonality is, how you ask the [7:48] questions, how you confront obstacles, [7:49] how you overcome them, how to process [7:51] payments, how like that like this, you [7:53] know what I mean? Like the the number of [7:55] skills stacks in order to make it, but [7:56] it's skills is the first block, right? [8:00] The second block [8:02] is the character traits to execute the [8:05] skills, right? As soon as you have your [8:08] first your first box of tools, what [8:11] separates the people who are really [8:12] successful from the ones who are just [8:14] moderately successful is that they have [8:15] the patience, the endurance, the [8:17] discipline, right, to execute their [8:20] skills within a defined way. And that is [8:23] how they're able to consistently grow [8:25] because they're consistently executing. [8:27] And so it goes from needing to acquire [8:29] skills in the beginning to needing to [8:31] acquire character traits, which is why I [8:33] love the game of entrepreneurship is [8:34] that the way that you win consistently [8:36] evolves, right? It's literally not just [8:38] more, it's different at every level, [8:41] right? And then that's kind of level two [8:43] is that you have to develop the [8:44] character traits to be able to execute [8:45] the skills. And then the third is your [8:49] beliefs, right? your beliefs about the [8:51] world, your beliefs about the market, [8:52] your belief about what's possible, your [8:54] tolerance of what is acceptable in your [8:56] organization from an a standpoint of [8:59] speed, a standpoint of excellence. Um, [9:02] and those beliefs are top down. Those [9:04] are from you, right? And so as you move [9:07] move through, I think it's cyclical, [9:10] right? I think it's every level [9:12] encompasses all three of those things [9:14] and you kind of have to spin your way [9:16] through the three of those things over [9:18] and over again. And the reason it gets [9:19] difficult is that you still have to [9:21] maintain the skills, the beliefs, the [9:24] character traits of the base below [9:26] before you can get to the next level [9:28] where you have new beliefs, new skills, [9:31] new character traits that need to be [9:32] developed. And that's why I think most [9:34] people love entrepreneurship or at least [9:36] hopefully you like entrepreneurship if [9:37] you're in it. Um, is that it constantly [9:40] forces you to grow and growth is [9:42] painful, right? And so it's this weird [9:44] masochistic desire to continue to [9:46] improve and yet suffer the entire way [9:49] but love the process while you're [9:50] suffering. So it's this kind of meta [9:52] thing. But anyways, I won't get too deep [9:53] into that. Big point here is that if [9:55] you're trying to close and you're trying [9:56] to get your sales team to close, the [9:58] person who cares the most about the [10:00] buyer will win. If the buyer cares more [10:02] about their outcome than you do, then [10:04] they will win. If you care more about [10:06] their outcome genuinely than they do, [10:09] they will feel that A and B, when you [10:11] confront their beliefs, they'll see it [10:13] from a place of genuine care and they [10:14] will be real with you. And then when you [10:16] get to the close, they're not going to [10:17] bring their baggage because you [10:19] confronted the baggage because you did [10:21] it from a place of care and then they [10:22] will trust you in the close to to take [10:25] them where they need to go. All right, [10:27] so that's the big point. That was the [10:29] big uh that was one of the things that [10:31] I'm going to be I'm putting to ourselves [10:32] trading right now. Um hope you enjoyed [10:34] this. If you did, drop a like or a [10:36] comment. If you didn't, still drop a [10:38] like or a comment. All right. Anyways, [10:41] uh have an amazing Thursday. I'll catch [10:42] you guys soon. Bye. [10:46] [Music]

===FILE=== jlZKI6RE9bY - Why I Only Allow Myself One New Thing Per Year.txt
https://youtu.be/jlZKI6RE9bY
Why I Only Allow Myself One New Thing Per Year

[0:00] more better new. Now, this isn't going [0:01] to be a new concept for anyone who's [0:02] listening to my stuff, but I will have a [0:04] slightly different take on this. New is [0:06] incredibly risky. And so, this is the [0:09] best analogy that I've I I visualize [0:11] this year that I'm probably going to [0:12] take with me for the rest of my life, [0:13] which is I want you to imagine, here we [0:15] go. Actually, do this. If I have these [0:18] these candies, all right, and I throw [0:20] them all over the place. If I keep doing [0:22] this, how likely is it that all of them [0:26] are going to end up in the exact [0:27] position, separated by color? and stack [0:30] together. Very unlikely. I would have to [0:32] hit refresh and keep doing that many, [0:34] many times until eventually all of these [0:38] are lined up, stacked up on on each [0:40] other super nicely in a way that's [0:43] organized, right? This would take a lot. [0:45] Like, could it happen? Of course, it [0:46] could. It is statistically possible. Is [0:49] it likely? No. And so, when you think [0:52] about this, this is six pieces of candy, [0:53] right? There are variables within your [0:55] business that create the business that [0:57] works, right? And so when you have your [1:00] business and it is stacked, it is [1:02] working, it is generating revenue, the [1:04] likelihood that you changing one of [1:06] these variables makes the building or [1:08] makes the stack or the business better [1:11] goes down. And the taller the stack is, [1:15] the more evolved your business is, the [1:18] more bricks in that building have been [1:20] properly placed. And so the higher the [1:22] likelihood the next move is the wrong [1:25] move if it's something different. So, [1:27] I'll give you a marketing version of [1:28] this. If you have something called a [1:30] control and you have a variant, when you [1:32] run a split test, AB split test, if you [1:34] have a control that you've run 36 split [1:37] tests on and it has won 36 of those, it [1:40] is the number one control, the [1:42] likelihood that you changing that [1:44] resulting in an improvement is low. And [1:47] so, if you think about your business as [1:48] it currently stands, is there's many [1:50] different ways to align these variables. [1:51] Almost all of them are not profitable [1:53] businesses. You happen to have one that [1:55] actually works. And so if you have that, [1:58] then the highest riskadjusted move that [2:00] you can make is that you do more of the [2:02] thing that already works. I will keep [2:04] doing more bricks in this order because [2:05] that has worked before, right? You might [2:07] try and do better, which is a tiny [2:10] variation off of what you're currently [2:12] doing, but something truly new rarely [2:16] works. And so, and it also usually takes [2:19] the most resources. And so for us, if [2:23] we're going to do something new, I give [2:25] myself one new thing a year. One. So [2:28] what was the one new thing this year? It [2:29] was the book launch. That was this year. [2:31] Next year, you'll find out what it is, [2:33] right? But I get one. And it's because I [2:35] know what the tremendous drain of [2:36] resources is. One big thing, one new [2:40] thing. And so I would say that the [2:42] bigger the companies that we have, the [2:43] more resources we have, the fewer new [2:45] things we're doing. Because when you [2:47] when nothing works, you want to hit [2:49] refresh as many times as you can. You [2:51] want to do lots of new [ __ ] cuz [2:52] nothing's working. But as soon as [2:54] something works, then you start to have [2:56] direction. You want to have less and [2:58] less deviation from that, unless you [3:00] really believe there's an existential [3:01] risk that would require you to change [3:02] everything, which is significantly less [3:04] likely than you really think it is. In [3:06] fact, I would say many business owners [3:08] will destroy their businesses in reality [3:10] for problems that they have manufactured [3:13] artificially. Problems that have not [3:14] even yet occurred because they are [3:16] afraid of them happening when in reality [3:18] when that problem happens, it's not [3:19] going to happen overnight. And you're [3:21] going to have some some some heads up [3:23] probably. And for those of you who were [3:25] old enough to have businesses during co [3:27] so if you had business at least for at [3:28] least for five years, right, or six [3:31] years, you know that you'll survive. [3:33] you'll adapt just like you always have. [3:35] And so do not try and change the [3:38] business to solve problems that do not [3:39] exist because there is more than enough [3:41] problems that absolutely do exist today [3:42] that you should be solving. And so going [3:45] back to more and this has been something [3:46] that's been just I feel like I've got [3:48] another layer of paint on the more [3:49] better new is that often times the [3:51] highest return question is why can't I [3:54] do more of the thing that's working? [3:56] Now, there's usually a much deeper, [3:58] harder problem that you have to solve [3:59] once you do the easy moores, but there's [4:02] always a way to do more than you [4:03] currently are. And it's just that once [4:05] you realize that the level of difficulty [4:07] of what it takes to do the next more is [4:09] harder than doing something better or [4:11] new. So, instead of you bucking up and [4:13] and and saying, "I'm going to focus on [4:15] this very hard problem," you then [4:17] distract yourself with reasonable [4:19] problems that no one will blame you for [4:21] solving. Because the biggest risk to the [4:23] business is not like a stupid decision [4:25] because those are unlikely to actually [4:27] occur. The real risk to your business is [4:29] the second, third, and fourth most [4:30] profitable things that you could do [4:32] rather than the most valuable thing that [4:34] you can do. This was a very important [4:36] lesson for me this year. And so when you [4:38] get clear on what the harder question is [4:41] that you need to ask of why can't I do [4:43] more and now it's getting hard for me to [4:45] do it. Then we have to remove every [4:47] distraction that you have that makes you [4:49] think about anything besides solving [4:52] that problem. That's it. And sometimes [4:55] the answer to that hard problem isn't a [4:58] one week, a 4-w week or 4 month [5:01] solution. Sometimes you realize that [5:03] your culture is [ __ ] and you have to [5:06] fix the culture and that's going to take [5:07] you 18 months. And when you're 6 months [5:10] into it, things will feel worse than [5:11] they did when you started. But it [5:13] doesn't make it any less of the correct [5:15] decision for the business. It just means [5:17] that your reinforcing event or the [5:19] reward for the work that you're going to [5:20] have is far in the future. And it [5:23] doesn't mean that 6 months in you should [5:24] now change course because it hasn't [5:26] started working yet. because you knew [5:28] when you started and you realized that [5:30] this was the true constraint of the [5:31] business that this was going to be a [5:33] long and painful road ahead of you. And [5:34] so you do not want to then solve try and [5:37] come up with a new solution when the [5:38] first solution never had time to bear [5:40] fruit because sometimes the most [5:42] productive thing you can do in the [5:43] business is give time time let the [5:46] solution actually work. This has been a [5:48] very hard lesson for me many times as an [5:50] entrepreneur and I just want to pass it [5:51] to you because many of you guys have [5:53] many half-built bridges. you you had a [5:55] way to get across but you knew it would [5:57] take four months but one month in you [5:58] were still suffering you thought well [6:00] maybe I'll do this but it's like you [6:01] never let the first bridge get finished [6:02] and so in a real way for me I realized [6:04] that I needed to build a brand I've had [6:06] I'll give you two examples of this so [6:08] one early days of gym launch and I [6:10] realized that we had an entire tier of [6:12] directors that were not competent enough [6:17] and so over the next 12 months we had to [6:20] turn 11 out of 11 directors very painful [6:22] and when you turn directors what do you [6:24] think also have to do sometimes you have [6:25] to turn the teams underneath because [6:26] they had a low bar and so they brought [6:28] in a lot of low bar people. There was [6:29] obviously some good people they brought [6:30] in too but like very very painful [6:33] process kind of killed morale for that [6:35] whole year but we knew that we weren't [6:38] going to be able to grow the business [6:39] because the level of skill of that team [6:40] was not sufficient and we our bar was [6:43] too low and unfortunately we can't fire [6:45] ourselves and so we had to do the next [6:47] natural thing. That was very painful. [6:50] Six months into that, the culture is [6:51] worse and we haven't turned the whole [6:53] leadership team. Was it the wrong course [6:54] of action? No. Should we change course? [6:57] No. But it means that you have to learn [6:58] to suffer because sometimes the correct [7:00] course is the most painful path because [7:01] the highest leverage move often is the [7:03] hardest problem that you're not choosing [7:05] to allocate attention towards solving. [7:06] In a more recent one, I was at 30 to 40 [7:09] million a year for 3 years for Gym [7:11] Launch. And the big aha that I had was [7:14] that I needed to build a brand. And that [7:16] took years. And so when I went into it, [7:19] I was like, this I will have to keep [7:20] doing this for many years before I'm [7:21] going to bear any fruit from this. And [7:23] my income when I made that call went [7:26] down for the first two years by a lot. [7:28] And so I think you have to be willing to [7:30] stomach that period of time or you will [7:32] never be able to do the real solutions [7:34] that are really going to move the needle [7:36] because most business owners will do the [7:37] second, third, fourth thing, the [7:39] incremental improvements rather than the [7:40] order of magnitude changes that [7:42] typically take order of magnitudes in [7:44] terms of time and effort. So number 11, [7:47] it's okay to just make money. So hear me [7:50] out. There's something that I like to [7:51] call the third marshmallow fallacy. And [7:52] so it goes like this. So many of you [7:54] guys have probably heard about the [7:54] research study of like, okay, we they [7:56] videotaped kids and they said, we'll put [7:58] one marshmallow in front of you and then [8:00] if you wait, you know, whatever, 10 [8:01] minutes, we'll give you a second [8:02] marshmallow. And the kids that wait, you [8:04] know, 10 minutes, they're more [8:05] successful in life because it's, you [8:06] know, proxy for your ability to delay [8:08] gratification. Okay. What's interesting [8:10] about that is that people then assume [8:11] that delaying gratification is always [8:13] the best course of action. And this is [8:15] why this is a very interesting lesson. [8:17] If you delay gratification indefinitely, [8:20] then you will work your entire life for [8:22] nothing because you have delayed [8:24] gratification and then you will die. [8:25] Said differently, if you were the ant [8:27] that always saves up your money for the [8:30] winter and you keep saving and keep [8:32] saving, keep saving and then you die, [8:33] you will have a big stack of crumbs that [8:36] you will never have done anything with. [8:37] And so the question is no longer like [8:40] once you have learned to delay [8:41] gratification. So this will be me [8:42] talking a little bit more to the winners [8:43] in the room. Once you have learned to [8:45] delay gratification, you then have to [8:47] learn the even harder task of the [8:49] appropriate time to accept [8:51] gratification. Real. So this is [8:53] incredibly difficult especially for [8:55] winners because in the earlier part of [8:56] your career you be you get reinforced [8:58] you get rewarded for delaying [9:00] gratification. And often times it is [9:02] there is a dose relationship as in the [9:05] longer you delay the bigger the outcome. [9:06] So you just continue to learn to delay [9:08] more and more and more. But there is a [9:10] time where it comes to reap because you [9:12] cannot sew forever. And so I was having [9:15] a conversation with a friend of mine who [9:17] was like, "Hey, I don't want to do this [9:18] thing because it's not going to add [9:19] enterprise value." But the amount of [9:21] money that we were talking about for [9:23] this particular deal was like hundreds [9:25] of millions of dollars. And I wasn't [9:28] even that confident that the the other [9:30] thing was going to happen and it would [9:31] be like 10 years in the future from now. [9:33] And so we need to allow some risk [9:36] adjustment for outcomes to make their [9:40] way into the decision. If you can get [9:43] paid today versus getting paid in 5 [9:45] years, there is a value to that money [9:48] because you have five more years of [9:50] being able to use those resources to [9:51] acquire more resources. And so I would [9:55] say that something that has shifted in [9:56] me particularly was that it's okay to [9:59] make money. Like you can also just make [10:01] money for the sake of making money. And [10:03] I think that's fine. And I'll say this [10:05] differently, which is like in a business [10:07] perspective, let's say that you have a [10:10] service based business or you have a [10:11] software business, whatever. And you [10:14] don't want to sell your own time [10:16] one-on-one. Totally okay. And you you [10:18] don't want to do it because you do not [10:20] want to get any revenue that doesn't [10:22] have a high multiple. Okay, that's fine. [10:24] Well, let me tell you the story. So, [10:26] when I started my first gym, I had one [10:28] personal training client who paid me in [10:31] cash every month. He paid me about [10:32] $4,000 a month in cash for personal [10:34] training. I did it was like 90 minutes a [10:35] day, 5 days a week. So, it was a lot of [10:37] personal training. But that guy giving [10:39] me that cash every single month, even [10:41] though it was not scalable, it was not [10:43] something that I could sell someday. [10:45] That money paid for me to eat, right? [10:47] And it allowed me to delay gratification [10:50] on the rest of the business. But [10:51] somebody who would be a purist of like, [10:53] well, you shouldn't you should eat even [10:54] more [ __ ] you should you know you [10:56] should suffer even more during that [10:57] period of time would have said you [10:58] shouldn't have taken that distraction [10:59] you should have just worked even more in [11:00] the business but I just I don't I don't [11:02] think that's true and so I I say this [11:06] only to the winners if you're somebody [11:07] who's never learned to great delay [11:08] gratification you've never learned to [11:09] save up for the winner you can't you [11:11] still overspend your income ignore this [11:13] entirely but for those of you who are [11:15] the savers who do always live underneath [11:17] of your means who are willing to delay [11:19] thing one year 5 years 10 years you have [11:21] to then also be able to make the [11:23] decision when do I ask when do I reap [11:27] and I'll give you one more example and [11:28] then I'll move to the next point which [11:30] is this is super common in content [11:32] creators and I think this is why I ended [11:34] up writing this. I've seen a number of [11:36] creators. I remember I had a [11:37] conversation with a guy who who said, [11:39] "Hey, I have this Twitter following that [11:41] I've built over the last however many [11:43] years." And I said, "Okay." And he said, [11:44] "I would like to better monetize my [11:46] following." And I said, "All right. [11:48] Well, how many times do you like do you [11:50] do you like what CTAs do you have? Do [11:52] you you know what do you what do you [11:53] tell them to do?" And he's like, "Oh, [11:55] nothing. I never want to sacrifice the [11:57] goodwill I have with my audience." And I [11:59] was like, "Okay, why did you build this [12:01] brand to begin with?" He said, "Well, I [12:02] wanted to make money." And I said, [12:04] "Okay, how do you expect to make money [12:06] if you never ask for it?" Because he had [12:08] been taught, I have to delay. I have to [12:10] delay. And to be fair, of course, you [12:12] have to delay. But at some point, you [12:14] have to make the decision now is the [12:16] time. And to be clear, it doesn't mean [12:18] that like now he has to ask every single [12:19] day. It just means we have to begin the [12:21] process of reaping. And so for you [12:24] forever seers and I put myself in that [12:26] bucket of always wanting to under under [12:27] spend and and always delay to the [12:29] future. There is a line that you need to [12:31] be able to draw for yourself for today's [12:33] the day I will begin reaping now. And I [12:35] think that is it is a it is a entirely [12:37] personal question because it's also [12:39] fundamentally answering the question how [12:41] much do I invest versus how much do I [12:42] consume? I think the answer to that [12:44] question is entirely individual but I [12:45] think most of us can agree that invest [12:48] forever consume nothing is probably not [12:51] the way and consume everything invest [12:53] nothing is also probably not the way and [12:55] so it's somewhere in the middle where [12:56] you will have to pick what's right for [12:58] you but it is in the middle somewhere [13:00] which means you will have to consume at [13:01] some point you will have to reap and you [13:03] need to know that it is okay you might [13:05] also die and so you know there's that [13:07] too real quick if you're a business [13:09] owner and you are not growing as fast as [13:11] you'd like I'd like to give you a free [13:12] shift. So my team and I put together the [13:15] $100 million scaling road map, which is [13:17] basically 200 hours of us looking over [13:18] all the portfolio companies we've had [13:20] and what stages of growth they went [13:22] through and more importantly where they [13:24] got stuck and how they got past it. And [13:26] so we broke it into these 10 stages and [13:28] we made this little kind of quiz thing [13:29] where if you put in your business [13:30] information, it'll tell you where you're [13:32] at and the most important part for you, [13:34] what to do for each of functions of the [13:35] business across product, marketing, [13:36] sales, customer success, recruiting, IT, [13:39] human resources, and finance. And so no [13:41] matter what you're struggling with, [13:42] someone else has already struggled with [13:44] it and solved it. And so I'd like to [13:46] give you this thing absolutely free. You [13:47] can go to acquisition.comroadmap, [13:49] plug in your business information, and [13:51] if you want us to actually help you [13:53] deconstrain the business and you're [13:54] trying to scale, we'd love to help you [13:56] out on the thank you page. You can just [13:57] book a call with my team and we will [14:00] look at the business, see if we can [14:01] help, and if we can, we'll invite you [14:03] out to Vegas and we'll do this in person [14:05] live.

===FILE=== k6S-0EmayIY - The Pain Is the Pitch.txt
https://youtu.be/k6S-0EmayIY
The Pain Is the Pitch

[0:00] Uh, you know, like the Midwit meme. [0:02] Yeah. Yeah. Yeah. [0:03] I feel like the Midw meme is one of my [0:04] favorite memes of all time because it [0:06] just it's it's been so true for me in so [0:08] many domains of my life. It's like, you [0:10] know, when I started lifting it was like [0:12] add more weight, eat protein, try hard, [0:15] you know what I mean? Like do it over [0:16] and over again. And that was like that [0:17] was it, right? And then I got into like [0:20] you know periodization and like you know [0:22] volume blocks and then you know peaking [0:24] cycles and like you know you know we [0:26] have to have undulating periods and we [0:27] have to have like you know this is [0:28] better for pressure this is better for [0:29] st all this like complexity right and [0:32] then like fast forward now it's like [0:33] dude just just eat protein add more [0:36] weight to the bar and you know thank [0:38] your parents for your genetics like [0:40] whatever now of course the comments will [0:41] be like and Alex takes testosterone [0:42] which I've been public about so deal [0:44] with it and so I think the same thing [0:45] with marketing and so like a lot of it [0:48] Did your testosterone make you more [0:49] Persian? Was it Persian testosterone? [0:52] I [laughter] don't know. Maybe. I think [0:53] it's all genetics of the hair. [0:55] Is that the peed? Is being born Persian? [0:57] [laughter] [0:58] Um, if anything, I think I think the [1:00] testosterone would would decrease the [1:01] amount of hair I have on my head at [1:02] least. But anyways, um, but yeah, but [1:05] like with marketing, it's like it's so [1:06] much like no persuasion occurs in the [1:10] vague. Like persuasion occurs in the [1:12] specific. And so when it's like, "All [1:14] right, I know he he just like if you can [1:16] articulate someone's pain to them more [1:19] accurately than they can, they will buy [1:22] what you have to sell without even [1:24] hearing much about whatever your offer [1:26] is." If someone describes every pain in [1:28] your life in excruciating detail, you're [1:29] like, "If this guy knows this much about [1:31] my pain, he has to know how to solve [1:32] it." And what's also nice about pain [1:34] specifically is that pain is more [1:37] motivating than promise. And so it's [1:39] also more compliant because if we think [1:41] about like what like what is a [1:42] salesperson what is marketing in general [1:44] like we just simply motivate someone to [1:45] take action right we increase the [1:46] likelihood that they see this message [1:48] they take it desired action and so it's [1:50] like well then where does the basis of [1:51] motivation come from which is a super [1:53] complex question and so for me [1:55] motivation comes from deprivation and we [1:58] have to deprive the prospect or increase [2:01] their perception of deprivation around [2:04] the out the you know the action that's [2:06] associated with whatever thing that we [2:08] want them to do or so the outcome [2:09] associated with what action we want them [2:11] to take. And so that comes from like [2:12] when people were like the pain is the [2:13] pitch which is one of my my little isms [2:15] is like the pain is the pitch like if [2:17] you if you can accurately do that and [2:19] it's not about like fancy words. It's [2:21] not and not at all. It's it's you know [2:23] it's short words short sentences clearly [2:25] defined that it takes no brain power to [2:28] process and yet it still has emotional [2:31] resonance because of the specificity. So [2:33] like lose weight fast probably worked as [2:35] the for first weight loss ad in 1930 and [2:38] then everyone was like wow that short [2:40] words that's amazing but then they had [2:42] to get like more nuanced and so it's [2:43] like you just have to keep breaking [2:44] words down into like what does that [2:46] really mean? Like [2:48] it's like have you ever been like the [2:50] overweight girl who uh wanted to take [2:53] the photo instead of be in the photo? [2:55] You know what I mean? [2:56] Yeah. Yeah. No. And that's real. Like [2:58] have you ever walked your thighs chaf [3:00] together? Have you ever always had a a [3:02] coverall when your friends were in a [3:04] bikini? Like, have you felt weird about, [3:06] you know, you putting your own sunscreen [3:07] on? Have you been like in pictures you [3:09] said? Like, do do you duck out? Uh, when [3:11] you put your pants on that you used to [3:13] wear, do you keep do you find yourself [3:15] holding your breath for longer and [3:16] longer in order to put them on? Like [3:18] those are spec, you know, specifics, [3:20] right? Right? And like that's where copy [3:21] is driven, which is why you have to know [3:22] the customer. Which is why in my [3:24] opinion, some of the best marketers, [3:26] like the truly goated marketers can [3:28] advertise pain that they have not [3:30] experienced. But the vast majority of [3:32] marketers who are good in specific [3:34] spaces know the avatar because they are [3:36] the avatar or at least were the avatar. [3:38] Real quick, if you're a business owner [3:40] and you are not growing as fast as you'd [3:41] like, I'd like to give you a free gift. [3:43] So my team and I put together the $100 [3:46] million scaling roadmap, which is [3:47] basically 200 hours of us looking over [3:49] all the portfolio companies we've had [3:50] and what stages of growth they went [3:53] through and more importantly where they [3:54] got stuck and how they got past it. And [3:56] so we broke it in these 10 stages and we [3:58] made this little kind of quiz thing [4:00] where if you put in your business [4:01] information, it'll tell you where you're [4:02] at and the most important part for you, [4:04] what to do for each of functions of the [4:06] business across product, marketing, [4:07] sales, customer success, recruiting, IT, [4:09] human resources, and finance. And so no [4:11] matter what you're struggling with, [4:13] someone else has already struggled with [4:14] it and solved it. And so I'd like to [4:16] give you this thing absolutely free. You [4:17] can go to acquisition.com/roadmap, [4:19] plug in your business information, and [4:21] if you want us to actually help you [4:23] deconrain the business and you're trying [4:25] to scale, we'd love to help you out on [4:27] the thank you page. You can just book a [4:28] call with my team and we will look at [4:31] the business, see if we can help. And if [4:32] we can, we'll invite you out to Vegas [4:33] and we'll do this in person live.

===FILE=== kVoFflryxDI - Niche Down and 5x Your Price.txt
https://youtu.be/kVoFflryxDI
Niche Down and 5x Your Price

[0:00] Currently, Kai and I are helping [0:01] entrepreneurs to grow their school [0:02] community coaching businesses through [0:03] YouTube organic. Great. Kai's got it. [0:05] Awesome. Um, if you were us, would you [0:07] niche down the avatars even more to [0:09] YouTubers that have 10 to 100K subs [0:11] already? Um, that's where the biggest [0:13] and fastest value being created. Yes. [0:16] Yeah. I mean, I I already know. Like, [0:17] yes. If you already have the cred, those [0:19] are going to be the people that are [0:20] going to make the most money for. You'll [0:21] get more word of mouth. You'll have [0:23] higher success rates. And here's the [0:24] thing that you might be missing is that [0:27] when you narrow down the avatar [0:30] with nichebased pricing, you can 5x your [0:33] price. And so that's the thing that [0:35] people miss. And so when you go wide, [0:37] the advantage is that you have a lot [0:38] more volume of sales. When you go [0:40] narrow, the advantage that you have is [0:42] premium pricing because it's far more [0:44] specific in terms of the deliverable [0:45] that you have for that specific avatar. [0:47] So you have a high much or they have a [0:48] perceived higher likelihood of achieving [0:50] the result and they probably do in a [0:52] very real way have a higher likelihood [0:53] of achieving the result because you [0:54] already know that this type of person if [0:56] they do these things gets this result [0:58] right when you spread that across a 100 [0:59] people and 10 are really the ideal [1:01] customer then your reputation takes a [1:03] bashing. You can't really price it [1:04] appropriately for the value that you're [1:05] getting these people but you have to [1:06] price it where these people aren't that [1:08] upset even though they don't really get [1:09] a result. And so it's much better to [1:11] say, "Hey, why don't you take all my [1:12] free use that once you're this [1:15] person, then we can work together and [1:17] you'll have a way nicer brand. You'll [1:19] have way more goodwill. You'll ascend [1:21] people at a higher percentage. You'll [1:22] sell from your back foot, which is my [1:23] preferred way to sell." Um, and that's [1:25] that's what I would do if I had your [1:27] business. [1:28] And I think there's like a gazillion 10K [1:31] plus creators on YouTube. Like I think [1:34] that's the exact number. So you're not [1:36] like limiting your audience. Like there [1:37] are more 10k plus uh YouTube channels [1:40] than there are gym owners. So like you [1:42] can make an absolute crazy money [1:45] printing business from just that [1:47] audience.

===FILE=== kgvGUBhEG70 - How to Turn Cold Traffic Into Buyers.txt
https://youtu.be/kgvGUBhEG70
How to Turn Cold Traffic Into Buyers

[0:00] Hey, Alex. [0:01] Hey, Mark. What's going on, dude? [0:03] We did it. When my uh when my wife was [0:05] in labor, I worked from the hospital [0:06] room on my laptop during the hours she [0:08] slept. I promised her for years that [0:10] also all of this would pay off. But [0:12] right now, we're crammed in a tiny house [0:14] in LA with two kids under 18 months. And [0:15] yes, the second one was not planned. I [0:18] run a poker coaching business and I was [0:19] at your workshop 9 months ago. We were [0:20] at 2 million a year then and we've [0:22] doubled to about a 4 million a year pace [0:24] this year. But my goal is a million a [0:26] month. Okay. What's stopping me is I [0:28] can't figure out how to scale demand [0:29] past what our warm audience generates. [0:32] We've got nearly 200k YouTube [0:33] subscribers and we close over 40% of the [0:35] people we pitch into our 5day 5K [0:37] program, but we only sell 30 something [0:39] seats a month and we have capacity for [0:40] triple that. And every cold audience [0:43] funnel I've tried has come back break [0:44] even or worse. I was hoping you could [0:46] tell me exactly where I'm [ __ ] up so [0:47] I can buy my family the house they [0:49] deserve. [0:50] Well, first off, thank you for that [0:52] context. Um, that's it sounds like you [0:55] have a crazy story right now. Um, right [0:57] now your cold like cold traffic is the [1:00] natural funnel that should be added on [1:02] to what your exist like basically warm [1:03] is only going to get you whatever warm [1:04] is going to get you. And you probably [1:06] have a a warm sales motion rather than a [1:10] cold sales motion. And so when cold [1:12] traffic is going through a warm motion, [1:14] it's not converting. And so we basically [1:16] need to change your sales motion from a [1:17] warm motion to a cold motion. And so [1:19] there's two downstream benefits of that. [1:21] the warm when warm traffic goes through [1:23] cold motion, they will be more sold and [1:25] more likely to take a higher priced [1:27] offer. And when cold traffic goes [1:29] through cold motion, they'll just be [1:30] more likely to buy. And so basically, we [1:33] need to microwave your cold traffic to [1:36] make it warm. And so that's the [1:38] basically the the step in the process [1:40] that's probably missing. So walk me [1:41] through the cold traffic funnels that [1:43] you had um leading up to this. And what [1:45] is the actually let's start with the [1:46] warm and then we'll do the cold. So [1:48] what's the warm traffic funnel right [1:49] now? [1:50] Warm traffic funnel is just VSSL into [1:53] book a call. [1:54] Okay. Yeah. So just a basic call funnel [1:56] on warm traffic [1:58] and we also have a warm direct response [2:00] that is printing as well. It just that [2:02] one fatigues really quickly. So we have [2:03] to keep spend down. [2:04] So it's just bottom of funnel that's the [2:06] issue. So basically it's functionally [2:08] like that that direct response kind of [2:09] like hey come to the thing is taking the [2:12] the bottom slice of the pyramid the [2:15] people who are like 6in putts and then [2:17] just putting them in. And so in a lot of [2:18] ways they're just retargeting, but [2:19] you're looking at like how do I get more [2:20] people in top of funnel uh into my [2:22] world. Correct. [2:24] Correct. Yes. [2:25] So there's a there's a couple ways to do [2:27] this. Um [2:30] I call it the short-term and long-term [2:32] way, and we could have a combination of [2:33] both, which is probably what I [2:34] recommend. So the the call it the [2:37] blended way is to run a paid workshop. [2:42] So when I say paid workshop, I'm saying [2:43] like a call it a a $49 to $99 offer. [2:47] probably 99. Um, and have it be a legit [2:50] workshop and then that workshop will [2:52] allow you to take like it's much easier [2:53] to get someone to buy a $99 thing than [2:55] how much is the uh poker coaching? [2:58] 5K. [2:58] Okay. Yeah. So, it's much easier to get [3:00] those guys to spend 99 and deliver one [3:03] thing uh that's, you know, super [3:05] valuable. You prove the value, right? [3:07] That that way they don't have to guess [3:08] is this guy good or not. you can take [3:09] the time to tell them who you are and [3:11] then the vast majority of it is gonna be [3:12] the value and then you make them very a [3:14] nice irresistible offer of taking the [3:16] next step and so basically you book your [3:17] calls from that live thing rather than [3:19] from like a short VSSL. [3:22] Cool. We tried a cold webinar and it's [3:24] it's flopped a couple of times. [3:25] Yeah. I'm guessing was it free? [3:28] Yes. [3:28] Yeah. So I would I would make it paid [3:30] and just expect that you'll um like [3:35] expect to lose money on the you know the [3:37] $99 purchases. But what'll happen is I'm [3:39] going to bet that the people who did [3:41] like did no one show up or were the [3:42] people who showed up not qualified? [3:44] We had about a 25% show rate, but [3:46] that's fine for free. That's fine. [3:48] Yeah. Only 5% of those booked calls. The [3:51] retention was incredible, but only 5% [3:53] ended up booking calls. [3:54] So, what's what's likely is that the [3:56] vast majority of people who showed up to [3:57] the call did the webinar were [3:58] unqualified. [4:00] Did you have any metrics on the [4:01] customers like from the opt-in of like [4:03] who who was qualified for the thing? [4:05] It seems like even the ones that booked [4:07] calls, it just most of them could not [4:09] afford anything. [4:10] So that's where that's where like having [4:12] that little bit of friction will [4:14] typically take the the unqualified from [4:16] like 90% which is probably what it was [4:19] uh to closer to like 40%. Uh on a paid a [4:23] paid workshop and once someone makes a [4:25] tiny purchasing decision likely they [4:26] make the next purchasing decision [4:27] significantly higher like buyers buy [4:29] more. [4:33] Does that track? Yes. [4:35] So, basically just run this to a sales [4:36] page, stack the living [ __ ] out of the [4:38] bonuses. Um, so that it just be like the [4:41] the $99 should feel like absolutely [4:43] absurd and then make that call it like a [4:46] threehour [4:48] uh workshop and then just sell at the [4:49] end. [4:50] Cool. Okay. [4:51] Does that make sense? It was just you [4:52] just you just had to tweak it. That's [4:53] all it was. You were like um free [4:56] sometimes can be harder and especially [4:58] since you have an audience. It's like [5:00] these people have some level of trust [5:02] with you and so it's like let's just get [5:04] let's let's deliver more value prior to [5:06] the ask [5:07] 100% [5:08] and qualify better. [5:09] Yeah. I would also on the opt-in form [5:11] are you um getting qualification data? [5:15] Right now we're only asking for name, [5:17] email, number. [5:18] What do you know? What is what what [5:21] behaviors or characteristics [5:23] um does someone have to have um to be a [5:27] good buyer for you? The average amount [5:30] that they buy in for is our highest [5:31] quality signal. They [5:33] play poker. [5:34] Oh, okay. Cool. So then I would just add [5:37] that as one of the fields. So you have [5:39] name, phone number, email, average buy [5:42] in for the games you play. [5:45] Cool. And do we DQ people who don't? [5:48] No. What it what it'll do is you're [5:49] going to get that data. Um, and you can [5:52] get a little bit cute with uh Facebook [5:54] and have different thank you pages for [5:56] the people who buy and are qualified or [5:58] don't buy and are not or buy and are not [6:00] qualified. And then you can train the [6:01] pixel data on the more qualified [6:03] audience. [6:06] Okay, cool. Yeah, we're doing that for [6:07] uh for our organic right now anyway. [6:10] All right, cool. I'm just writing this [6:11] down for myself. Okay, so number one, we [6:14] switch from free webinar to paid [6:16] webinar, which is not even a webinar, [6:18] but we're going to change to a workshop. [6:21] And then number two, that maybe [6:23] 90-minute thing that you were doing [6:24] before, expand to three hours, deliver [6:27] true value for 99 bucks. And then um on [6:31] the front end, we want to make sure that [6:32] we add the charact the the highest [6:34] signal, which is the buyin, to the [6:36] intake so we can start optimizing all of [6:37] our ads around it. And you can quickly [6:40] see what your true conversion percentage [6:43] is. Because I actually care very little [6:44] about the webinar conversion percentage. [6:46] I care a lot more about what the [6:47] qualified conversion percentage is [6:49] because maybe you had 5% that closed [6:51] last time or whatever it was. No, 5% [6:53] qualified, whatever it was, but like if [6:55] if you closed 50% of the people who were [6:58] qualified, it's a banger webinar. It's a [7:00] traffic issue and that will give you a [7:01] much better uh read uh cuz if you're [7:04] going to do these week to week, which [7:05] I'm sure you will, you will be way [7:07] better at predicting what the revenue [7:09] size of the, you know, workshop is going [7:10] to be based on how many qualified are [7:12] there, not how many leads. [7:14] Cool. Okay, [7:16] rock and roll. [7:16] This tracks. Yeah, I appreciate this. [7:18] Yeah, and juice the hell out of that $99 [7:20] offer. That's the third thing. [7:22] Just give away a ton. [7:23] Yeah, make it Make it absurd. There's no [7:24] reason someone should not do it. [7:26] Okay, great. Thanks, Alex. I uh I [7:28] appreciate it once again. [7:29] Congrats on getting from two to four [7:30] million. [7:32] Thank you. Next time next time we talk, [7:33] hopefully it'll be over 10. [7:34] Million a month, baby. All right, rock [7:35] and roll, man. [7:36] Thanks, Alex. [7:37] Yeah. [7:39] If you're a business owner and you are [7:41] not growing as fast as you'd like, I'd [7:42] like to give you a free gift. So my team [7:44] and I put together the $100 million [7:46] scaling roadmap, which is basically 200 [7:48] hours of us looking over all the [7:49] portfolio companies we've had and what [7:52] stages of growth they went through and [7:53] more importantly where they got stuck [7:55] and how they got past it. And so we [7:57] broke it in these 10 stages and we made [7:59] this little kind of quiz thing where if [8:00] you put in your business information, [8:01] it'll tell you where you're at and the [8:03] most important part for you, what to do [8:05] for each of the functions of the [8:06] business across product, marketing, [8:07] sales, customer success, recruiting, IT, [8:09] human resources, and finance. And so no [8:11] matter what you're struggling with, [8:13] someone else has already struggled with [8:14] it and solved it. And so I'd like to [8:16] give you this thing absolutely free. You [8:18] can go to acquisition.com/roadmap, [8:20] plug in your business information, and [8:21] if you want us to actually help you [8:23] deconrain the business and you're trying [8:25] to scale, we'd love to help you out on [8:27] the thank you page. You can just book a [8:28] call with my team and we will look at [8:31] the business, see if we can help. And if [8:32] we can, we'll invite you out to Vegas [8:34] and we'll do this in person live.

===FILE=== kp68MDBTpWY - I Own a Marketing Agency and Teach People How to Start One W.txt
https://youtu.be/kp68MDBTpWY
I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down

[0:00] I have two businesses. A marketing [0:02] agency that works with doctors and a [0:06] coaching business where we teach people [0:08] how to start a marketing agency. Right. [0:11] Hold on. Sorry. I zoom out the first [0:12] part. Hold on. You have a say it again. [0:14] I have a marketing agency. Yeah. [0:16] That works with doctors. Marketing for [0:18] doctors. [0:18] And then you teach people how to work [0:19] with doctors. [0:20] How to do how to start a marketing [0:22] agency, right? [0:23] Okay. [0:25] So, [0:26] and teach people to teach people how to [0:28] start a marketing. [0:29] [laughter] [0:31] Yeah. So the second business, the [0:33] coaching business is my real passion, [0:36] right? [0:36] Of course I have seen because you want [0:37] to make an impact. It's more profitable, [0:39] so much easier. This one doesn't [0:40] operationally scale. [0:41] Yeah. [0:41] You know, but the thing is you want to [0:42] build something with enterprise value [0:43] and you know, this one really doesn't [0:45] and at a certain but the thing is your [0:46] heart's in this one and you know there's [0:48] so many problems on this side. It's not [0:49] nearly as profit. You have to try so [0:50] hard just to make that little bit and [0:51] it's so hard to find media buyers and [0:53] people are going to deliver on the back [0:54] end. Yeah. All right. Keep going. [0:55] Yeah. For sure. [laughter] [0:56] All of that. All of that for sure. [1:01] Uh so well my my question. [laughter] [1:04] Yeah. [1:05] My question is [1:08] I would like to delegate [snorts] on my [1:09] marketing agency here. [1:10] Well yeah I mean you don't want to leave [1:11] money on the table. Of course. So it's [1:13] like if you can if you can make this a [1:15] lifestyle business, you know what I [1:16] mean? And it just kicks off. I mean it [1:17] does make money. So you don't want to [1:18] just like throw that money away. Of [1:20] course, [1:20] but so what do you do? But but I feel [1:24] like I I don't want to feel like I'm [1:26] teaching something that I don't run, [1:29] right? I don't want to be that guy who [1:30] teaches you how to start marketing [1:32] agency, but he closed his marketing [1:35] agency. [1:36] So my option now is to delegate it, [1:38] which I'm currently working on doing [1:40] that right now. And I want to grow the [1:44] coaching side. [1:45] What if the marketing agency goes down [1:46] and starts losing money? [1:47] Excuse me. [1:48] What if the marketing agency goes down [1:50] and starts losing money? [1:53] I have my ego attached there. So I would [1:55] So you would go back in there, right? [1:56] And fix it, [1:57] right? What would happen to the coaching [1:58] business? [1:59] It will go down. [2:01] But then you have to go back to the [2:02] coaching business and fix it. [2:03] Yeah, for sure. [2:04] Tough. [2:04] So that's that has been my issue for the [2:06] last two years, right? Because I can [2:08] [laughter] [2:08] Okay. [2:10] I cannot focus on on both. [2:12] I'll give you I'll give you a fun [2:13] question. How many gyms do you think I [2:15] owned when I ran gym launch? [2:16] Not sure. [2:18] Okay. [2:20] Do you think anyone cared? [2:23] I would thought that yeah, [2:25] you would. You care. [2:27] They don't care. [2:28] No. Okay. [2:30] The only thing that a customer will care [2:31] about is how likely it is that your [2:33] advice will get them to make more money. [2:35] Okay. [2:36] So, they'll use in your mind the fact [2:38] that you have this thing as an [2:40] approximation of risk that you know how [2:43] to do it. And so said differently, um, [2:49] as long as the advice I had on how I [2:50] scaled my gyms worked, great. And one of [2:53] the frames that I took was that like [2:55] everyone here, my hope is that all of [2:56] you make more money than my gyms. So [2:58] that way it wasn't like, oh, I made more [3:00] money at my gym than Alex did. I'm like, [3:01] I hope so. [3:03] Everyone here [clears throat] gets to, [3:04] you can start day one at my all my [3:06] findings. So like my best gym made [3:09] 650,000 of the six locations that I had [3:11] top my best gym. [3:13] Okay. The average gym lord made $600,000 [3:16] a year. That was the average. [3:18] And it was because once I had a way [3:20] bigger base to do my test kitchen stuff [3:21] on, I was able to learn so much faster [3:23] all the different things that improved [3:25] the gym business. Like I know how to do [3:26] a gym business way more now than when I [3:28] even ran the gyms because I was busy [3:30] running the gyms, not experimenting with [3:31] a 100 different models because I could [3:32] do it across all the different markets. [3:34] I thought that it affected because you [3:36] were not in the trenches, right? That [3:38] Well, I'm 100% in the trenches because I [3:40] got to work with people to figure out [3:41] how to how to help them win. Yeah, for [3:42] sure. [3:43] And so the key was that I had an R&D [3:44] process which was always kept us ahead. [3:46] And so we would always take 10 to 20 [3:48] representative markets and every month I [3:49] had a $50,000 R&D budget. You can scale [3:51] this up and down based on your revenue. [3:52] It doesn't really matter. Um and then I [3:54] would take the 10 to 20. I would look at [3:56] what the biggest problem that the entire [3:57] distribution base was suffering from. [3:58] And I'd say, "Okay, we're going to spend [3:59] 50 grand in my time to try and figure [4:00] this out." And so I'd take 10 or 20 [4:02] guys. They're always happy to just [4:04] basically get more work for nothing from [4:05] me. They get direct access to me, which [4:07] they never would. and I'd put them in a [4:08] separate group that we would just work [4:10] on this thing and we'd figure out, you [4:11] know, what was working, what wasn't. And [4:13] every month I would release the results. [4:15] Half the time it didn't work. But the [4:17] thing is that tons of people still got [4:18] value from the fact they're like, I [4:20] always wondered if that would work and [4:21] now I know it doesn't. Great. So I don't [4:23] have to do that. So I could take [4:24] someone's big idea list and just cross [4:25] things out. They still felt like they [4:27] got to like scratch the entrepreneurial [4:28] itch without even having to take the [4:30] risk of things not working. And then [4:32] when things did work, we rolled it out [4:33] through the whole distribution base. And [4:34] then piece by piece, that's how we [4:35] improved the gym model. [4:37] Okay. Okay. And then for scaling the [4:40] coaching business for at the moment I [4:42] only have one product which is being an [4:45] affiliate for a software company. [4:46] What? Go high level or whatever. [4:48] Yeah. Yeah. Okay. [4:49] H that's up. [4:50] So that's what you're selling? That's [4:53] Wait, that's what you're selling on the [4:54] coaching side? [4:54] Yeah. [4:55] Okay. [4:55] Yeah. I teach them how to start a [4:57] marketing agency and I just tell them, [4:59] hey, sign up for this software and I [5:00] will teach you how to do it. Uh would [5:03] you recommend creating a brand or using [5:06] my personal brand like uh something [5:09] similar I don't know to Ryan dice and [5:11] digital marketer [5:14] are you um [5:16] for scaling maybe a year from now I want [5:19] to promote other thing or to have a [5:22] different product that doesn't depends [5:23] on high level [5:25] I mean [5:27] are you asking should I make content or [5:30] not? No, I'm I'm I'm asking I'm making [5:32] content with my personal brand. Yeah. [5:34] I'm asking if I should create like a [5:36] separate brand like you did with gym [5:38] launch or acquisition to promote all my [5:41] things related to marketing uh training. [5:45] I think if you have a personal brand, [5:46] it'll be about you and whatever you [5:48] point that traffic to, they'll buy. [5:49] Okay. [5:49] If they trust you. [5:50] Okay. [5:52] Okay. And just one question. uh for [5:55] scaling the affiliate offer. I'm [5:58] creating a a ju a video a day on [6:01] YouTube. [6:02] A lot. [6:03] It's a lot. [6:04] Yeah. So, I believe now it's a question [6:06] or improving the quality, right? [6:09] Erh, I'm I'm wondering if you have any [6:12] recommendation about creating a selfquid [6:15] selfquidating offer for like I don't [6:18] know a fiveday course or or something [6:21] for then upselling them to high level. [6:26] Do you have any advice on that? [6:27] Yeah, I think you just sell [6:28] implementation. [6:29] Okay. [6:30] So, I mean if everyone's like here's the [6:31] tool you use if you want to get six [6:34] calls or 12 calls with us to help you [6:36] implement all these steps into your [6:37] business. it'll require a little bit of [6:39] service on your side, but it will [6:40] accomplish the selfquidating component. [6:42] So, my two favorite upsells of all time [6:44] that only always work um is more of that [6:48] thing you just bought and more help with [6:50] that thing you just bought. [6:51] Okay? [6:52] So, they they you know 30% of the time [6:54] they work all the time. Uh and so like [6:58] they those are the upsells. Like I can't [7:00] tell you like that those are the [7:01] upsells. More and more help. [7:05] crush. Especially when you sell a tool, [7:07] everyone wants help. It's like easiest [7:08] upsell in the world. [7:10] And you can sell you can sell for way [7:11] more expensive. You can probably sell [7:13] onboarding for $5,000. [7:15] Okay. [7:15] Uh for the tool, even though it's three [7:17] or 400 bucks a month or whatever you [7:18] charge, [7:18] okay? And just uh after the video day, [7:23] uh will you move to short form or to ads [7:27] or both? [7:28] I think that you have a ton of room to [7:30] make the longs better. Yeah, [7:32] probably. um getting a short form agency [7:35] or one editor to clip moments from those [7:37] videos is not that hard. [7:38] Okay. [7:39] What will take a little bit more [7:40] practice is when you make your longs, [7:43] schedule in where you think the shorts [7:45] are going to be. Okay? [7:46] And make sure that So, like if you think [7:48] about the perfect long is is 20 shorts [7:51] put together on one single theme. [7:52] Cool. [7:53] That'll be the perfect long video. So, [7:55] if you guys have seen like brutally [7:56] honest advice to whatever on my channel, [7:59] basically every brut like true brutally [8:01] honest um advice video we have has over [8:03] a million views. And so, it's like we [8:04] can crack a million on almost every one [8:06] of them like clockwork because all I do [8:07] is I take my top tweets from the last 30 [8:11] to 45 days and I say them in a row on [8:16] the video and I know that they work [8:18] because they already have been tested. [8:20] And each of those is like a little loop [8:22] that people are like, "Wow, that was and [8:24] then I start the next quote and then I [8:25] explain it and I start the next quote [8:26] and I start and so that keeps a lot of [8:28] retention and it's obviously super wide [8:29] because it already has provided you know [8:31] value to lots of people. So just think [8:33] about your longs in terms of shorts and [8:35] slicing many shorts together rather than [8:37] like I'm just going to talk about this [8:38] topic today. Just think like 60 minute [8:41] sound bites and that'll give you way [8:42] easier shorts that you can you clip off [8:44] and it'll make the longs better too. [8:46] Okay, cool. Cool. I will do that. Thank [8:48] you. [8:48] Appreciate you man.

===FILE=== kwAg8D95ktE - How Do I Handle We’re Already Working With Someone.txt
https://youtu.be/kwAg8D95ktE
How Do I Handle We’re Already Working With Someone?

[0:00] uh we are already working with someone. [0:02] How would you handle this objection? [0:03] Very simply, then why are you here? I'm [0:06] guessing if you were really satisfied [0:07] with whatever the thing that you have [0:08] is, you wouldn't be on this call right [0:09] now, right? So, they're probably not [0:10] delivering something that you're hoping [0:12] for. So, what's the issue? We're back in [0:14] the sale. I remember I'll tell you a [0:16] story about this. I had a lady walked in [0:19] uh to the gym and I got, you know, I I [0:21] presented the price and then all of a [0:23] sudden she was like, "Well, I already [0:24] have a personal trainer." [0:26] I was like, and I was like, well, you're [0:29] obviously not happy with him because [0:30] you're here. [laughter] [0:32] And she was like, well, that's fair. And [0:34] I was like, right. So, you said you [0:36] wanted to lose weight. You haven't lost [0:37] weight. You've been working with this [0:38] other person. As far as I'm concerned, [0:39] it just means that you're spending money [0:40] that you're going to save. Sounds like a [0:42] great deal to me. You're going to spend [0:44] less with me than you are over there [0:44] because I was doing semi-private, [0:47] right? So, don't like that doesn't mean [0:50] anything. Also, you can always just say [0:52] like great. I mean, I won't even give [0:54] you more. That's enough. You can just [0:55] use that one. Um, [0:58] okay. What do you think about buying [0:59] versus starting a business via search [1:00] fund or seller financing? Um, [1:04] I'm not against it. Uh, I would say make [1:07] sure that whatever business you want to [1:08] start, find one that has high revenue [1:11] retention. That is my if you've never [1:14] owned a business, then you definitely [1:15] don't want one that has a good marketer [1:17] who runs it. You want somebody who knows [1:19] nothing about marketing, who's only [1:20] grown on word of mouth because the [1:22] likelihood that you're buying, you [1:24] actually are buying goodwill. Whereas, [1:25] if you're buying a marketer's business [1:27] or somebody who's good at marketing, you [1:28] have to figure out how to do marketing [1:29] and selling and you don't know how to do [1:31] it. You're in a bunch of hot water. So, [1:34] definitely find one like, you know, fire [1:36] inspection, [1:37] uh, you know, those ones, like those [1:39] contracts last forever. You know, pool [1:41] cleaning, most people don't cancel that. [1:42] Lawn care, people don't usually cancel [1:44] that. Like there are there are [1:45] businesses that do not have a lot of [1:47] churn in them. You want to start there [1:49] because if you take it over and [1:50] everything goes to [ __ ] in six months, [1:51] you're [ __ ] Uh but those businesses [1:53] tend to be very stable. And so you want [1:54] stable so you can like get your bearings [1:56] and figure out what actually works. [1:58] Okay. [1:59] What do you advise to reach 100K from [2:02] 10K? [2:04] Ignore the fact that you have 10 grand [2:06] because the only thing that you're going [2:07] to use that for is to learn how to [2:09] increase your active income. You're not [2:10] going to use that 10 grand to turn it [2:12] into anything. You're not the best day [2:14] trader. You're not the best investor in [2:15] the world. No one's getting a a th000% [2:18] return on their money. No one who's [2:19] doing anything intelligent. All right. [2:21] So, the only thing that'll give you a [2:22] th000% return on your money is taking [2:24] $10,000 using it to learn a skill that [2:27] can make you h 100,000 or $200,000. [2:30] What apprenticeship would you recommend [2:31] for somebody looking to get an [2:33] entrepreneurial skills? Work at a small [2:35] business or family-owned business. Um, [2:39] that's honestly probably one of the best [2:40] ones you can do cuz it's small enough [2:42] that you're going to be able to get a [2:43] taste of everything. Um, the only [2:45] alternative I'd say is that if you work [2:47] at a company that has a phenomenal [2:49] training program, uh, for people who are [2:51] new and coming in. So, those are kind of [2:53] my polar extremes of what I think is a [2:55] good idea. [2:57] Okay. Uh, Charlie, uh, I speak to [3:00] clients and they seem initially [3:01] interested and then ghost me. What do I [3:04] do to get them back on the hook? Uh, I [3:06] think you just need to close, man. So, [3:08] what I mean is like you're you're I [3:09] think you're getting on sales calls and [3:11] trying to not close. I think you're [3:12] trying to like book more calls, have [3:14] more conversations. Usually means that [3:16] you're missing something prior to the [3:17] sale because the sale begins at the [3:18] moment of interest. All right? So, they [3:20] reach out to you, they respond, they [3:21] they respond to an email, they they [3:23] comment on a post, they do whatever. [3:26] And before they get on the phone, you [3:28] need to show them a video that frames [3:29] you, frames the conversation. That's a [3:31] VSSL, video sales letter. when that [3:33] person watches that video and then they [3:35] talk to you on that call and you should [3:37] set the expectation on the VSSL that [3:39] you're going to make that they're going [3:40] to make a purchasing decision on that [3:41] call if it's a one call close. If it's a [3:43] two call close, it's same concept. You [3:45] just basically double the process. You [3:46] go VSSL call, VSSL call, and then you [3:49] close on the second. Now, if you're [3:50] like, wait, well, if I close on the [3:52] second call, what do I then say? It's [3:53] even it's even cleaner. You say, hey, [3:55] we're going to have two calls. The first [3:56] call is to make sure it's a fit both [3:57] ways. We're not going to do any [3:58] transaction there, so you can leave your [3:59] credit card at home. This is just to [4:01] make sure it's a good fit. And from that [4:02] whole perspective, you're interviewing [4:03] them on why you should be or why they [4:05] should be a customer of yours and why [4:07] it's worth your time to take them on. [4:09] Then you can say, "Okay, I think you'd [4:11] be a good fit. Let's talk to you next [4:12] time." And so then the second call, the [4:14] video that goes in between is just tons [4:15] and tons of proof and tons of [4:16] credibility. And then you sell. [4:19] Okay. Uh, how do I outbound without [4:21] getting banned on social media [4:22] platforms? Uh, there's just a lot of [4:24] other ways to do outbound. You can cold [4:25] call. You can cold email. Most people [4:27] who do high volume outbound do email and [4:29] call, just FYI. [4:32] Uh, is AI going to eat away at language [4:36] course market? Um, [4:40] I'll say this differently. [4:43] Why aren't you using AI in your language [4:47] teaching thing? [4:51] So, like whatever you're afraid of [4:54] that's going to beat you in your [4:55] business, you have the absolute option [4:57] of just making that your business. [5:01] and taking everyone else's lunch. [5:04] So, do that. By the way, anyone who [5:06] repeats their question over and over [5:07] again in the chat, I do not answer. Uh, [5:09] let's see. How would I start a gym in [5:11] 2026? [5:13] Um, [5:16] honestly, not much has changed. Uh, I [5:19] would probably run a a small [5:20] semi-private model. Um, I think that [5:23] model is the one that is the most [5:24] profitable right now. You can look at [5:25] Alloy, um, which is Rick Mayo's company. [5:28] Uh I think they have one of the best [5:29] models in the space right now. Uh which [5:31] is small group semi-private one on six. [5:35] You have two trainers uh in the morning [5:37] and afternoon which is one manager and [5:39] then two trainers. So manager trainer [5:41] manager trainer. The manager gets a [5:43] profit share on the facility. Um all you [5:46] got to do is get a hundred people paying [5:49] basically 400 bucks a month. So, 100 [5:52] bucks a weekish um to do, you know, [5:56] three sessions a week semi-private. The [5:59] target market is uh older people who are [6:02] not trying to be fitness heroes but stay [6:04] in shape and longevity because they got [6:07] the dollars and $400 a month to the [6:08] right market is irrelevant. And so, I [6:11] would probably run a threemonth grand [6:13] opening. running a two-week free trial [6:17] into $100 a week um for two weeks of [6:20] personal training would be the offer and [6:23] it would be grand opening special. I [6:25] would pre-ell call it 150 knowing I'm [6:29] going to keep a hundred. Um, I would [6:31] assume you're going to close somewhere [6:32] in the neighborhood. If you're doing [6:33] speed to lead and you're calling and [6:34] closing card over the phone, probably if [6:37] you're doing a good job, [6:40] 15 20% lead quality is going down on [6:43] meta, so probably 15-ish% of the leads. [6:46] Expect to pay 50 bucks a lead. And then [6:49] you reverse engineer the math and that's [6:51] your grand opening. So you can open a [6:54] full profitably with a threeperson [6:56] staff. [6:58] That's how I'd open it. Um, [7:01] that's if I had capital. That's what I [7:03] would do. If I didn't, I'd have to run a [7:05] more aggressive campaign. Um, last 60 [7:08] seconds. So, who is my favorite visit to [7:11] the gym? That was Coupe. Coupe Garage [7:14] Gym Reviews. Shout out to Coupe. He's a [7:15] He's a G. Tanny. Am I happy with life? [7:18] Couldn't be happier, man. Um, hope you [7:21] guys have an amazing day. Peace and [7:23] blessings be upon you. Rock and roll [7:26] out. [7:28] If you're a business owner and you are [7:30] not growing as fast as you'd like, I'd [7:31] like to give you a free gift. So, my [7:33] team and I put together the $100 million [7:36] scaling roadmap, which is basically 200 [7:37] hours of us looking over all the [7:38] portfolio companies we've had and what [7:41] stages of growth they went through and [7:43] more importantly where they got stuck [7:44] and how they got past it. And so we [7:46] broke it in these 10 stages and we made [7:48] this little kind of quiz thing where if [7:49] you put in your business information, [7:51] it'll tell you where you're at and the [7:52] most important part for you, what to do [7:54] for each of the functions of the [7:55] business across product, marketing, [7:56] sales, customer success, recruiting, IT, [7:58] human resources, and finance. And so no [8:01] matter what you're struggling with, [8:02] someone else has already struggled with [8:04] it and solved it. And so I'd like to [8:06] give you this thing absolutely free. [8:07] free. You can go to [8:07] acquisition.com/roadmap, [8:09] plug in your business information, and [8:10] if you want us to actually help you [8:12] deconrain the business and you're trying [8:14] to scale, we'd love to help you out on [8:16] the thank you page. You can just book a [8:17] call with my team and we will look at [8:20] the business, see if we can help, and if [8:22] we can, we'll invite you out to Vegas [8:23] and we'll do this in person live.

===FILE=== lBNpcvKvf38 - How We Made 2,000 Ads to Launch a $105M Product.txt
https://youtu.be/lBNpcvKvf38
How We Made 2,000 Ads to Launch a $105M Product

[0:00] for each of the different ways of the [0:01] core four, the ways of the warrior, the [0:03] ways of the marketer, right? We have our [0:06] I'll redraw this for everybody. We have [0:08] our outbound, we've got outbound, [0:11] we've got uh we got paid paid ads, and [0:14] then we've got, you know, organic or [0:16] content, right? We've got organic. Okay. [0:18] Now, [0:20] how do we do more? Right? So, from an [0:23] ads perspective, we'll start here. More [0:26] can simply mean more money. It could [0:29] also mean more creative. It could mean [0:31] more platforms. All of these things are [0:33] versions of more. And so I will [0:36] typically do this in reverse order of [0:38] risk, right? And so that means that I [0:42] think that if I'm going to if I'm going [0:43] to put this in order for paid, it'd be [0:44] like, okay, well, the first I'm going to [0:45] do is make more creative. If I have more [0:47] creative, I have a higher chance of [0:49] getting more winners. If I have more [0:51] winners, then I'm going to get better [0:52] rows and I'll be able to scale to more [0:53] markets, more avatars, more segments. [0:55] Great. So that's the first more I'm [0:57] going to do. The second more I'm going [0:59] to do is I'm gonna say I'm gonna spend [1:00] more money on ads. How can I take my [1:02] $100 a day and spend it for $1,000 a [1:04] day? What stops me from doing that? [1:06] Right? And then third, if I do step one [1:08] to step two and I make way more creative [1:10] and I spend more money, then at that [1:11] point I say, okay, what now that I built [1:13] this machine that can create 10 times [1:15] the the creative volume, how do I do [1:17] this um within the context of uh [1:21] Instagram or how do I do this in the [1:23] context of Tik Tok or how to do this in [1:24] the context of X, right? Each of these [1:26] platforms. So, some of you guys don't [1:27] know this, but for the launch, for the [1:29] money models launch, this puppy, right? [1:32] So, for this guy, the reason we were [1:34] able to do 105 point whatever million at [1:37] the launch is because we didn't just [1:40] like we advertised so much, right? So, [1:44] we did I think 2,000 plus ads before the [1:47] six weeks out began. We had banked those [1:50] 2,000 at 2,000 like count to 100 and [1:54] then do that 20 times. And if you [1:56] counted, it'd be like, "Wow, this is [1:58] really boring." That's how long it takes [1:59] to count to 2,00. We made 2,000 ads, [2:03] which takes significantly longer than [2:04] counting to 2,00. And so, this is what [2:07] people dramatically misunderstand is the [2:08] amount of work it takes to do more. [2:12] Because then I can say, well, my editor, [2:13] I only have five editors and I can't do [2:15] they can only do, you know, they can [2:16] only do five ads a day each and that's [2:18] 25 ads a day is all we can put out. [2:21] Well, if I got to 2,000 ads, do I think [2:25] that I would have a higher likely of [2:26] hitting this big goal? Yes. What would [2:28] it take? So, it turned out, we did the [2:30] math, it took 15 editors. And so, that [2:32] means that we had to contract 10 more to [2:34] do the editing. What does that cost? A [2:36] lot less than 105 million. So, we did it [2:40] right. So, we figure out what would it [2:42] take to get this big goal in terms of [2:44] volume and then what are the resources [2:46] required to do that? And then, is it [2:48] worth it? And most times the answer is a [2:51] resounding yes, not a small yes, a big [2:54] ass yes. And so then we say then what's [2:56] stopping us? And the answer is almost [2:58] always nothing. [3:00] Just do more. [3:03] Now that's how I would attack paid from [3:05] a more perspective, right? From a from a [3:08] content perspective, it's the same thing [3:10] in terms of scaling uh scaling editors. [3:12] Now, one of the interesting things about [3:14] doing more is that doing more is so [3:16] painful, right? It's so much work. It's [3:18] a lot of work to do more. But that pain [3:21] forces another forcing function which [3:23] you don't need to try to do. It will [3:25] occur on its own which is you will try [3:27] and minimize how much work you're doing [3:29] or at least you will try and get more. [3:30] If you have a fixed work like I'm going [3:32] to do 100 calls no matter what. I'm [3:33] going to do 100 minutes of content no [3:35] matter what. What do you think happens? [3:38] You think man it'd be really nice if I [3:39] got higher pickup rates. So then you [3:41] start looking at your time and saying, [3:43] you know, people pick up more in the [3:44] afternoons for my market or they they [3:46] pick up really hot between 5 and 7 a.m. [3:48] in this particular market, whatever, [3:50] assuming you, you know, follow the law, [3:51] whatever. You start getting better. You [3:54] start looking at the data. You start [3:56] saying to like, if I'm going to do all [3:57] this work, I might as well make it worth [3:58] it, right? But you have to put yourself [4:00] in that pain, that pain of the lack of [4:03] leverage, the pain of it being um [4:06] inefficient to drive. There's a massive [4:09] spit club that just came out. You missed [4:10] that one. That was that was epic. No. [4:12] [laughter] So, you have this massive [4:14] inefficiency that happens, but you have [4:16] to keep it there because what happens [4:17] otherwise is like the weak-minded, the [4:19] weak of will do a hundred for one day or [4:22] two days in a row and they'll say, "I [4:23] didn't get the result I wanted." It's [4:25] like, "Duh, of course you didn't. You [4:27] didn't do nearly enough." And so, the [4:29] reason that your businesses may feel [4:31] volatile or erratic, you're like, I [4:33] don't know why. Sometimes we have high [4:34] sales, sometimes we have low sales. It [4:35] looks like this, right? So, let's say [4:37] that, let's walk through an example. [4:39] Let's say that you do one sale on Monday [4:41] of this week and then you do one sale on [4:44] Thursday of next week and you do one [4:46] sale I'm going to make I'm not going to [4:47] draw in the whole thing. So let's say [4:48] one sale on Friday uh of the the [4:50] following week and then one sale on you [4:52] know Tuesday of the week after that. So [4:54] you're doing one sale a week and they're [4:55] kind of happening all over the place. So [4:57] your your sales look like this, right? [4:58] That's that's what they look like. [5:01] Let me give you the the realest take I [5:04] possibly can. [5:06] There is a level of advertising that is [5:08] occurring that is generating four sales [5:10] per month for you. There's a level of [5:14] letting people know about your stuff [5:15] that is happening. [5:17] If you want to get to one sale a day, [5:20] you would have to 7x [5:23] that level of advertising. [5:25] Period. And you might even have some [5:27] inefficiencies because you might not get [5:29] the same out of you doing 7x. So you [5:32] might have to 14x assuming your [5:33] efficiency drops. [5:36] And so what? How much would it take for [5:38] me to do this 14x? And is the amount [5:41] that it takes me to do the 14x less than [5:44] a 7x for my business? If the answer is [5:47] no, then what's stopping you? [5:51] Right? [5:53] And so this this thinking pattern is why [5:56] I think people stay small. They get [5:58] obsessed with the margin. They get [5:59] obsessed with with the relative returns. [6:02] They get obsessed with the optimization. [6:04] But sometimes you just have to do a [6:05] violent unreasonable amount of work for [6:08] an extended period of time because part [6:10] of volume is the consistency associated [6:13] with it. We couldn't make 2,000 ads in a [6:15] day. We had to make 25 or 50 ads and we [6:18] had to do it every single day for [6:20] hundreds of days in a row to get to the [6:22] point where we could make 2,000. Right? [6:24] And that was before we started. We ended [6:25] up what with 3,000 [6:27] 2800 [6:28] 2,800. We made 2,800 ads. But we're [6:31] like, man, I can't I can't scale my ads [6:33] past a certain. You don't have enough. [6:35] We spent 500,000 a day per day at the [6:40] end of the launch, the last few days. [6:42] And you can only get to that level of [6:44] scale with an equal amount of scale in [6:46] terms of the inputs.

===FILE=== lx0iKaEZBcA - $2.1M Founder Working 70-Hour Weeks Asks for Help.txt
https://youtu.be/lx0iKaEZBcA
$2.1M Founder Working 70-Hour Weeks Asks for Help

[0:00] Hey, my name is Alex. I'm out of [0:01] Greenville, South Carolina. I I founded [0:04] a turnkey construction safety company. [0:07] Okay. [0:07] And so, right right now, what I'm [0:10] looking at is I'm working 60 70 hour [0:13] weeks. Uh the phone's non-stop and when [0:16] I'm at the house, my mind's still trying [0:17] to figure out work problems. So, I'm not [0:19] always present with the people that I [0:21] care about. And uh I've got a third baby [0:23] on the way. And I'm missing some of [0:25] those moments that that you don't get [0:26] back, right? So, business-wise, we're [0:28] we're making about 2.1 million. Uh, I've [0:31] got a goal of of getting to 5 million by [0:33] the end of this year, and we've [0:34] experienced some rapid growth. So, I'm [0:37] starting to get I get I'm not starting [0:39] to, I've been getting pulled back into [0:41] the type of tasks where I feel really [0:42] competent and I was really good at as a [0:44] safety guy instead of hiring the people [0:46] that are better than me and building [0:48] those systems that really the business [0:50] needs to scale. So, I guess my question [0:52] is is how would you attack that problem [0:54] if you were in my shoes? What's profit? [0:58] Profit, we're at about 22% right now. [1:01] Okay. So, 400 uh 400 a yearish on net, [1:05] but you're but you're but you're growing [1:07] right now, correct? [1:09] Correct. [1:10] Okay. So, call it pacing 600, something [1:13] like that. Does that sound about right? [1:14] That's correct. [1:15] All right. [1:15] Sounds right. [1:16] So, I'm just trying to see what we got [1:17] to work with. Okay. How much does it [1:18] cost to get the person that you need? [1:22] So, I'm thinking we we've ju I just [1:24] hired a director of operations and uh [1:26] he's he's in his second month, so he's [1:29] still learning our systems and our [1:31] culture and all that. Uh and then I'm [1:33] looking at bringing in a a person [1:35] underneath him to start helping uh on we [1:39] have a we we field safety professionals. [1:41] So, we've got about 13 people across [1:43] four states. And so really that's that [1:46] secondary person is going to handle [1:48] managing that talent and that workforce [1:51] because that's where a lot of the phone [1:52] calls and the text messages and the [1:53] emails come from. So I think really if [1:56] for another person that we need, they'd [1:57] probably be I'd say about $150,000 guy [2:00] or gal. [2:01] Okay. Uh is your director gonna watch [2:05] this? Because I can um blur I'll I'll [2:07] remove your name too um if that helps. [2:11] I he will not watch this. [2:12] Okay. So, I'll tell you like let me ask [2:14] one question before I say I'm going to [2:15] say um did you feel relief from that [2:19] director coming in? [2:21] Huge relief. [2:22] Okay. Okay. Fine. Then he he can live to [2:24] fight another day. Um [laughter] [2:28] Okay. So, the director came in. You're [2:29] going to hire some guy underneath him [2:30] that's 150k. So, what's stopping you [2:32] from doing that right now? [2:35] So, I think what what I'm running into [2:37] is we as we grow and and the the demand [2:40] continues to to increase, I'm also [2:42] trying to acquire the talent and and get [2:45] the talent in while executing all of the [2:47] tasks. So, [2:48] yeah. [2:48] Um I think that's where I'm stuck. [2:50] Got it. What's the What's your what's [2:52] your hiring funnel right now? [2:54] Um, it's been referral uh just proximity [2:57] people that we see on job sites and [2:59] we've worked with and now we're starting [3:01] to get on the LinkedIn and the inddeeds [3:03] and things like that. [3:04] Yeah. So, I mean referral is obviously [3:07] always the best way to grow. Do you have [3:08] um you have 13 guys in the field? Do [3:10] they know people? [3:13] They do. [3:14] Okay. What incentive do you have for [3:15] your referrals right now? [3:18] So currently our referral program is all [3:20] based around finding other safety [3:22] professionals that we can ship out to [3:24] job sites. So we we pay a bonus program [3:26] of essentially locate a guy and if we [3:29] hire them, we'll pay them we'll pay 500 [3:30] bucks. If they stay for 90 days, uh then [3:33] we'll pay them an extra thousand [3:36] and that was built in your boardroom [3:38] about two weeks ago. So that's [3:40] well currently being issued. [3:42] I I love I love the spirit. We need to [3:44] tweak one important thing. How much do [3:46] you make per $150,000 per year guy. [3:51] Um that per we our our average person [3:55] right now is about 70k and we make [3:58] probably about 200,000 off of them. So [4:00] I'm not sure with this guy that number. [4:03] So let's just let's just use those [4:04] numbers, right? 70k, right? And um well, [4:08] how much do you think this guy will make [4:10] you? [4:11] It's more than that, correct? [4:13] So yeah, it's [4:15] Yes. Yes. [4:16] Okay. [4:17] He'll he'll make more than that, but I [4:18] think he's gonna he's going to take me [4:19] out of we we that's we have one funnel [4:22] for for staffing which is what I've been [4:24] talking about. We have other funnels [4:25] which is consulting and things like that [4:26] that pulls me out into job sites. Yeah. [4:28] And I think that personal probably [4:30] revenue they I'd say at least a quarter [4:33] mill uh from this guy. [4:35] And this guy's 150. [4:39] Yes. I imagine. So that 250 is extra or [4:42] in total on 150. [4:46] I think it would be in total. [4:49] Where we stand right now? [4:50] Yeah. I don't love that. I like the 70 [4:53] to 200 better. [laughter] [4:55] Um [4:56] I like those a lot. [4:58] Yeah. So let me let me let me I'm going [5:00] to I'm going to do a couple things. So [5:02] number one is on the the the new [5:04] referral program that you're about to [5:06] roll out or just rolled out. I just [5:07] think the economics need to be changed. [5:10] So you have your 500 and then a,000. [5:12] That's $1,500 total. For me, if I know [5:14] that somebody can make me $130,000 in [5:17] gross profit, I'm willing to pay 10% 20% [5:20] of that. Like, no problem. And so I [5:22] think that if you made this thing like [5:24] 10 grand or 15 grand, I'll bet you your [5:26] guys would be significantly more [5:27] responsive at working their networks. [5:29] Would you agree? [5:31] 100%. So, I think number one, because if [5:34] you're going to pay a recruiting firm [5:35] that much, which you would easily pay 10 [5:37] or 20% to for a kind of repeatable role [5:39] like this, you'd pay 10 grand for that [5:41] role. So, I'd be I'd rather pay my guys [5:44] that than pay an outside firm. [5:47] Yep. And we've been doing that. So, [5:48] that's that's a really good point. [5:49] Okay. So, I think we go from 500 to 10K [5:52] at least to start uh on the referral [5:54] bonus. Uh and it's fine because you're [5:57] gonna ROI it. you can still delay, put [5:58] put a 1,000 bucks up front, 9,000 on the [6:00] on the on the 90-day success, and I [6:02] think they'll be that'll that'll solve [6:04] number one. Um, now this other this more [6:07] specialized role, are there specialized [6:08] recruiters who who do hire for this this [6:12] particular person? [6:14] There there are, but we haven't had [6:17] success with them. [6:18] Okay. Are they contingency based? [6:20] Um, some of them. [6:22] Okay. So, this is what I do when I have [6:24] a when I have a one-off role. I go [6:26] recruiters. If I have a repeatable role, [6:28] I build a whole system around it because [6:29] it's like core to the business. So like [6:31] the guys on site, that is repeatable [6:33] role. I'm gonna, you know, like you have [6:35] 13, you're going to need 30. You know [6:36] what I mean? When we three or 4x, right? [6:38] So that's where it's like we need to [6:39] have dollars in dollars out. The [6:40] referral program is a great start. We [6:42] need to ultimately get into the we run [6:45] this many ads. our cost of acquiring [6:46] talent. Just like you have CAC, we need [6:48] CAT, CAT. And just like we have LTV, we [6:51] have lifetime gross profit per employee, [6:53] which is what what revenue, gross profit [6:54] do we make per per head. Uh, and then [6:56] that becomes the kind of supply side [6:58] economics of that funnel. So that has to [7:02] get made and the same exact sales [7:04] methods apply. So it's like you'll run [7:06] an ad, you'll have an opt-in page, [7:08] you'll have a VSSL, right? That'll sell [7:10] them my company's awesome. And then [7:11] you'll push them ideally to a group call [7:13] because it takes a lot of time to take [7:15] those initials and then you can select [7:16] the people from that group call who you [7:18] think are legit. [7:20] So that'll take some of your [7:22] That makes a lot of sense, [7:22] right? It'll remove some of that time [7:24] constraint that you're dealing with [7:25] having all these interviews, right? [7:28] Yep. That makes a lot of sense. [7:30] That's the repeated role funnel. The [7:32] recruiting funnel, I would like you to [7:34] spin up like at a zero. So add like 10 [7:37] recruiters all contingency based and [7:40] then let them work. [7:45] Got it. Okay. Yeah. No, I mean that's [7:48] Yeah. So do more. Do more is what you're [7:49] saying. [7:50] It's just and it's just sometimes it's a [7:51] belief issue on that. You know what I [7:52] mean? Like when we scaled a sales team [7:54] for one of our companies from zero to 80 [7:57] in 90 days, we had to hire 80 sales [7:59] people, right? And so it's like we we, [8:01] you know, we gassed all the ads we had. [8:03] We gassed all the funnels and we spun up [8:05] 15 sales recruiters and we paid five [8:07] bucks ahead which we negotiated because [8:09] we were doing volume so they had a [8:10] standard fee of 10. We said well if you [8:12] I mean we're going to get 80 so you know [8:14] do it for five and we'll take as many as [8:16] we can and they were like let's go and [8:18] so we got 15 and so we got 80 guys hired [8:21] and then kept 50 and then within 90 days [8:23] we're doing 5 million a month in extra [8:25] sales from that company. And so I think [8:27] it's just a violence thing of like one [8:29] or two didn't work. Of course not. It's [8:30] like, you know, I didn't I worked one or [8:32] two leads and I didn't find a customer. [8:33] It's like I mean, it's just it's a much [8:34] bigger numbers game. [8:36] Yeah. Reframing my mind around uh [8:39] treating it like like a lead and and [8:40] trying to to ch hunt hunt new business, [8:42] right? It's it's just hunting down that [8:44] new talent. So, that that's a that's a [8:46] good reframe. [8:47] It's a bow tie. So, you have demand gen [8:49] funnels and supply gen funnels. It's the [8:51] same thing, but you need both in order [8:52] to scale if you're a service business. [8:54] Everyone misses the backside. [8:58] Makes a lot of sense. I I really [9:00] appreciate you, brother. Thank you. [9:01] Appreciate you. Congratulations on the [9:02] business. [9:03] If you're a business owner and you are [9:05] not growing as fast as you'd like, I'd [9:07] like to give you a free gift. So, my [9:08] team and I put together the $100 million [9:11] scaling roadmap, which is basically 200 [9:12] hours of us looking over all the [9:14] portfolio companies we've had and what [9:16] stages of growth they went through and [9:18] more importantly where they got stuck [9:19] and how they got past it. And so, we [9:21] broke it in these 10 stages and we made [9:23] this little kind of quiz thing where if [9:25] you put in your business information, [9:26] it'll tell you where you're at. and the [9:28] most important part for you, what to do [9:29] for each of functions of the business [9:30] across product, marketing, sales, [9:32] customer success, recruiting, IT, human [9:34] resources, and finance. And so, no [9:36] matter what you're struggling with, [9:37] someone else has already struggled with [9:39] it and solved it. And so, I'd like to [9:41] give you this thing absolutely free. You [9:42] can go to acquisition.com/roadmap, [9:44] plug in your business information, and [9:46] if you want us to actually help you [9:48] deconstrain the business and you're [9:49] trying to scale, we'd love to help you [9:51] out on the thank you page. You can just [9:52] book a call with my team and we will [9:55] look into business, see if we can help, [9:57] and if we can, we'll invite you out to [9:58] Vegas and we'll do this in person live.

===FILE=== m9dbNDHrQYk - How Do I Build a Marketing System From Scratch When I Have N.txt
https://youtu.be/m9dbNDHrQYk
How Do I Build a Marketing System From Scratch When I Have Never Done It

[0:00] Just a quick background. So I own four [0:02] auto body shops and then I pivoted into [0:04] garage door. [laughter] [0:07] Yeah, there's a there's a hail stom [0:09] which I love and hate. [0:10] Yeah, got it. [0:12] I visited pivoted to garage doors [0:14] because it's just um the industry [0:16] tightly fragmented right now. There's [0:18] only maybe two big players. The area I'm [0:21] in is there not that many. [0:23] Cool. [0:23] And so we started professionalizing the [0:25] company. I've been installing SOPs, [0:26] checklists, alarms process, trial, [0:30] tranual, it's really good. Um, but my [0:32] one issue is uh we have a weird niche at [0:34] the moment which I'm trying to diversify [0:37] heavily away from where we kind of have [0:38] a single channel risk. We pretty much [0:40] give most of our leuring home warranty [0:42] companies. Oh, there are eight of them. [0:43] So, it's not like one, you know, trail, [0:46] but I don't like Yeah. I used to work at [0:48] Geico and we would get a body shop and [0:51] we'd become 30% 40, 50, 60, 70% and we [0:54] own. I don't want that. I want just like [0:57] on body shop organic customers coming [0:59] in, paid leads, you know, all these [1:00] things. And so, where I'm at is I'm at [1:03] this pivot point where I'm just about to [1:05] start marketing. [1:06] You're doing seven are you doing 7 [1:07] million was it? [1:07] 7 million. Okay. Got it. 1.5 million of [1:10] cash flow. And um but it does have 4 [1:12] million of debt like purchase. [1:15] Anyways, the cool thing is it's doing no [1:17] marketing right now at all. Like we have [1:20] one lead every month from marketing. So [1:22] we're about to start this whole SEO PPC [1:25] maybe Facebook, etc., etc. So my one [1:29] question is, you know, I got to organize [1:31] how it's going to happen. How should I [1:33] organize it? Should I get a marketing [1:35] manager? Where should I get them from? [1:37] Should I hire them? Just kind of [1:38] supervise, build it up, but teach me. [1:40] stuff I can know because it it'll [1:42] integrate with other parts of the [1:43] business, you know, and it's just how do [1:45] I how would you organize it if you're at [1:47] my state? I basically get to build it [1:48] from the ground up, which is kind of [1:49] cool. [1:50] Yeah. Yeah. I'm trying to think because [1:52] it's kind of it's kind of the issue that [1:53] Anhorn had with um like when it's a core [1:56] function of the business like I see I [1:57] see rain making as a big part of the [1:59] business like customer you have customer [2:00] acquisition, you got delivery as the [2:02] two, you know, and then you got ops is [2:03] the third leg of the stool. Like every [2:05] business needs all three. Somebody to [2:06] get customers, someone to deliver [2:07] customers, and someone to make sure that [2:08] no one goes to jail, right? and like [2:09] make sure all three have to like keep [2:11] going around, right? And by that one, I [2:12] mean talk to people, HR, finance, legal, [2:15] all that stuff, right? [2:17] Um, [2:18] okay. So, it's a core function of the I [2:21] mean, like generating leads. Now, I like [2:22] the the fact that you have the eight the [2:24] eight different places that you're [2:25] getting the the warranty leads from. So, [2:26] that's kind of sweet. Um, I mean, I [2:29] would just continue to do that as much [2:30] as I could get, you know, go from eight [2:31] to, you know, 20 or whatever. [2:33] Um, I don't even know how many. You [2:35] probably know the number saturated. [2:38] was one of them who said like, "Oh, [2:40] you're our biggest vendor along with [2:41] Home Depot." [2:43] I'm a whale to them. [2:44] Yeah. Right. I would I would probably if [2:46] I'm trying to think about where I would [2:47] start. I me personally um PPC is is uh [2:52] will be harder to crack initially, but [2:55] then once you have it, it's very uh [2:56] stable. [2:57] Okay. [2:58] And so for local PPC, I think will will [3:00] work really well. um it's a totally [3:02] different monster. But then social media [3:04] ads like Meta um specifically I think [3:07] will work really really well. The thing [3:09] with meta ads for local is I'd want to [3:12] have someone in house for that. Um the [3:15] PBC guys, there's a bunch of really good [3:17] agencies for PPC that can do pretty good [3:19] work for you on the local level. Um who [3:22] can just probably handle it pretty well. [3:24] Uh but the the social media side, I have [3:26] yet to see people who don't do huge [3:29] companies do a good job. And that's just [3:31] because you have to have so much [3:33] creative like creative gets tired in [3:35] local market in like two to three weeks. [3:37] So you have to make creative [3:39] every 21 days like and like a decent [3:42] amount of it. I mean this is why we had [3:44] gym launch like we just we took all the [3:46] creative burden over but we did it for a [3:48] thousand locations. [3:49] So you'd have to build that in house. [3:51] So, in terms of like ease and speed, I [3:53] would probably go vendor first for the [3:55] PPC. [3:57] Um, this is me just saying what would I [3:58] do? [3:59] Yeah. Yeah. [3:59] I would probably go vendor first for [4:01] PPC. Um, and then I would and then I [4:04] would probably I'd try and bring someone [4:06] in house who understand probably a [4:08] younger guy who understands um paid ads [4:12] at a local level. And the nice thing is [4:13] that there's a gazillion of them, guys [4:15] who understand local ads on social [4:17] media. Um, and uh and give him some sort [4:20] of exciting like little mini comp that [4:23] he can turn into. [4:24] Um, [4:25] and uh cuz if if he's relatively [4:28] techsavvy and knows how to do social [4:30] media ads and whatnot, he could become a [4:31] weapon for the business. Um, and that [4:33] could probably really help you on the [4:35] acquisition side because you'll just [4:37] like scoop them up, put whatever 100 [4:39] grand, 200 grand in, whatever you buy [4:41] him for, lever the rest, and then you [4:42] could like immediately triple the [4:44] business and roll it in. [4:45] Yeah. This one I'm kind of excited about [4:46] the SEO portion because I know that's [4:48] who we're doing a rebrand too. So want [4:50] to have the trucks wrapped a certain way [4:51] by company and all that the SEO. Would [4:54] you do that same kind of go through an [4:55] agency out of that or inhouse? See like [4:57] agency but [4:58] yeah I mean a PPC is really simple and [5:01] so I think and they're usually pretty [5:03] well priced especially for local and [5:05] when you get a good guy it's like they [5:06] just run the same playbook. They go for [5:08] the same links they build the same way [5:09] and they just kind of like it works. Um, [5:12] for SEO, SEO is more complicated. Um, [5:17] and it is very much like the skill of [5:18] the like there's I feel like there's [5:20] more skill in my opinion for SEO than [5:22] there is for PPC. Um, but the nice thing [5:26] is that local is easy to win um compared [5:29] to like national. And so since you're [5:30] just trying to win local markets, um, [5:32] again, I just whenever I do anything in [5:34] a new thing, I start with vendors. I [5:37] have you gone through the agency chapter [5:38] in the um, leads book. I have it bought [5:41] or like just showed up on like [5:43] just literally read that chapter. Just [5:45] read that chapter. Yeah. It's um it just [5:48] gives you my playbook for how I crack [5:49] every new channel. That's really what I [5:51] do. I buy buy the agency [5:53] and then I I tell them I'm going to take [5:55] over in six months. You help me train [5:57] the person and then eventually I won't [5:59] need you. [6:02] Yeah. That's exactly why I bought the [6:03] book and I came because I was like when [6:04] I think of [clears throat] I think of [6:06] Yeah. [laughter] I think of marketing [6:08] and sales and conversions and [6:10] have you read offers yet? [6:11] I'm not yet but yeah [6:13] missing [laughter] out. [6:16] I'm going to read these. [6:17] Yeah. Yeah. You could you could [6:18] literally both in like there's one's [6:20] three hours, the other is like four and [6:21] a half. So you should be good. All [6:22] right. [6:23] So if you've hit a revenue ceiling or [6:25] your entire business relies on you to [6:26] grow, then I'd love to invite you out to [6:28] our headquarters here in Vegas to learn [6:30] how we scale. And so my team spends two [6:32] days with you to identify the thing [6:34] that's holding your business back. And [6:35] so if that sounds interesting, click [6:37] book a call.

===FILE=== nXqF-F6By40 - I Bought 32 Teeth Whitening Studios. Here’s Why.txt
https://youtu.be/nXqF-F6By40
I Bought 32 Teeth Whitening Studios. Here’s Why

[0:00] How do you tell if there's a 10x? What [0:01] do you look for? What sort of qualities [0:03] do you see? [0:03] So, it's actually just looking at the [0:04] business like a pipeline. So, it's like, [0:05] okay, you've got uh x x percent like [0:08] basically just have to understand [0:09] everything from click to close to [0:10] renewal. And so, every business more or [0:12] less is like you have eyeballs that at [0:14] some point get converted into leads or [0:17] they get converted into customers. So, [0:18] if it's leads, then they have eventually [0:20] have to get a scheduled appointment. [0:21] they have to show, they have to close [0:22] and then uh on the back end once they [0:24] are closed they have to get a product [0:25] delivered or a service delivered and [0:27] then they have to buy again and again or [0:28] get upsold into other things right so if [0:30] we look at that we can see breakages [0:32] along that line because that would be [0:33] something that we'd get in diligence [0:35] just like okay what are [clears throat] [0:36] the clickthrough rates on the ads what [0:37] are the CPMs on the ads what are the [0:38] conversion rates on the pages what [0:39] percentage are scheduling what [0:40] percentage are showing what percentage [0:41] are closing what's the average offer [0:42] rate what percentage are we collecting [0:44] in cash up front what's the average [0:45] close rate um on the back end like how [0:47] many dropouts do we have in the first 48 [0:48] hours after that uh what does it look [0:50] like over the 12 months or 24 months for [0:52] those customers. What percentage are [0:54] ascending to the next level of service? [0:55] And so if we look at that and we have [0:56] our benchmarks for what we think we can [0:58] do with the processes that we have [1:00] already tested, then we're like, okay, [1:02] well these guys are getting 30% of their [1:04] appointments to show up and we know that [1:05] we can get that to 80. It's okay, well [1:06] there's a 2 and 1 halfx. Okay, boom, [1:08] there's one. And we're like, okay, um, I [1:11] think they're mispriced on this offer [1:12] and I think we can at least double this. [1:15] It's like, okay, well there's 5x. You [1:16] got two and a half and two. You're like, [1:18] okay. And right now they're not doing [1:19] anything to reduce their turn. and [1:20] they're at 10%. I think we can get them [1:22] to three. So there's a triple. And so [1:23] we're like, okay, so that's 15x. Are [1:26] what's our confidence score in terms of [1:27] like our likelihood that we'll be able [1:29] to implement these changes? Is it like a [1:30] super big overhaul or is it just like [1:32] there's a handful of things that we can [1:33] implement immediately? See that? And um [1:35] the easier it is, the more likely we [1:37] want to do it. And so like I just bought [1:39] um a chain of um teeth whitening studios [1:41] with 32 locations. we just bought. Um, [1:45] and I just got so excited because I saw [1:47] their sales process and I was like, I'm [1:48] going to [1:48] It's a very [snorts] interesting [1:50] business. [1:50] Oh, very interesting. Um, [1:52] I've seen a lot of those um just this [1:54] direct to consumer products though that [1:56] you see that you get on the subscription [1:57] and they just send you [1:59] uh I actually I have a whole bunch from [2:01] Ali. [2:02] Okay. Believe it or not, from I think [2:03] that was an AlphaM product. [2:06] Alpha M. Yeah. Well, I saw their sales [2:09] process and was like, [2:10] I could make this like we literally can [2:12] just change a handful of things around [2:14] here, switch it from one time to [2:15] membership, make these packages based on [2:17] these price points, have an intake [2:19] questionnaire, you know, like do some of [2:20] the things that we already know work [2:21] over and over and over again, and we 5x [2:23] the LTV of the customer. So, 5xed how [2:25] much people were worth to the business. [2:27] And so, it's like, great, well, there's [2:28] a 5x and uh then all I have to do is [2:32] double the locations over the next five [2:33] years. I got a 10x. Great. [2:34] And then what do you do once you do [2:35] that? Is it just collecting cash or is [2:37] it to eventually then sell that [2:38] business? [2:39] Depends on the business to the next one. [2:40] Depends on the business. Um I would say [2:42] there definitely are like I used to give [2:43] probably like I always wanted to hold [2:45] everything forever but I think there are [2:46] times where it does make where where [2:49] businesses get to a point where the next [2:52] like increment of growth um requires [2:55] like an order of magnitude in terms of [2:56] effort that it's not worth [3:00] or we might determine you know what [3:02] we're we're good cashing out on this [3:03] one. like we might not be the right [3:04] partners [3:05] or like we might not be the right owners [3:07] to take it from here to there. Um it [3:08] also just depends on what's on the [3:10] horizon if it's like you know interest [3:10] rates are super low. I mean I I sold I [3:12] sold literally everything I owned in [3:13] 2021 cuz money was free. And so I was [3:16] like I sold my house I sold my cars. I [3:17] sold all three of my companies. I sold [3:19] everything. I was just completely cash [3:21] um because it just it just seemed [3:22] ridiculous what people were willing to [3:24] pay. So I was like okay. And so if like [3:25] something like that comes along that I [3:26] would be consider someone wants to if [3:27] someone wants to buy it more than I want [3:28] to own it then I'll always I always [3:30] entertain offers. Now, in hindsight, it [3:32] seems like you made a pretty good deal [3:33] by selling everything somewhat at the [3:34] peak of the market. I think you I think [3:36] you cashed out, the market kept going up [3:38] a little bit and then Yeah. Amazing [3:40] time. And then I think you were in [3:41] contract to buy a house, weren't you? [3:43] And then you backed out of that [3:45] and also a fantastic time. [3:47] Yeah. So, things have worked out pretty [3:48] okay um on on the timing of that. And I [3:50] would not like cla So, it wasn't like I [3:52] think I'm timing the market. It was just [3:54] more like [3:56] this makes sense like this is a this is [3:58] a deal that I will accept. And on the [3:59] flip side, when you're buying, you're [4:00] like, I don't know if this is a deal I [4:01] want to do. And it's just more like [4:02] that. Unless you have like an absolute [4:04] need, which I would say on the flip [4:05] side, like if you need a house, buy a [4:06] house. You know what I mean? Like if you [4:08] like whatever, if you need a if you need [4:09] an office for your company, like buy an [4:11] office because you're going to make more [4:12] than trying to time the market [4:14] perfectly. At least in my opinion. [4:15] Yeah. [4:16] Real quick, if you're a business owner [4:17] and you are not growing as fast as you'd [4:19] like, I'd like to give you a free gift. [4:21] So my team and I put together the $100 [4:24] million scaling road map, which is [4:25] basically 200 hours of us looking over [4:27] all the portfolio companies we've had [4:28] and what stages of growth they went [4:30] through and more importantly where they [4:32] got stuck and how they got past it. And [4:34] so we broke it into these 10 stages and [4:36] we made this little kind of quiz thing [4:37] where if you put in your business [4:39] information, it'll tell you where you're [4:40] at and the most important part for you, [4:42] what to do for each of functions of the [4:43] business across product, marketing, [4:45] sales, customer success, recruiting, IT, [4:47] human resources, and finance. And so no [4:49] matter what you're struggling with, [4:51] someone else has already struggled with [4:52] it and solved it. And so I'd like to [4:54] give you this thing absolutely free. You [4:55] can go to acquisition.comroadmap, [4:57] plug in your business information, and [4:59] if you want us to actually help you [5:01] deconstrain the business and you're [5:02] trying to scale, we'd love to help you [5:04] out on the thank you page. You can just [5:05] book a call with my team and we will [5:08] look into the business, see if we can [5:10] help, and if we can, we'll invite you [5:11] out to Vegas and we'll do this in person

===FILE=== n_6TZGmck3k - You’re Not Selling, You’re Transferring Conviction.txt
https://youtu.be/n_6TZGmck3k
You’re Not Selling, You’re Transferring Conviction

[0:00] Let's do like uh one thing you one of my [0:02] favorite things from you is uh these [0:05] little Tik Toks or shorts I see where [0:07] you're giving like a sales tip or a [0:08] little sales trick or whatever. And um I [0:12] would love for you I think most people [0:14] probably you know most people who are [0:16] listening to this just you know the bell [0:18] curve of people listening to this [0:19] probably have spent you know zero time [0:21] trying to improve their sales and have [0:23] not seen some of these things. So, I [0:25] want to give them the opportunity where [0:26] they don't got to go click and find this [0:27] random Tik Tok that I'm talking about in [0:29] the ocean of Tik Tok. I want to uh role [0:32] play a little bit. Um, give us kind of [0:35] like um give us an example of normal [0:39] like here's the default way people are [0:41] doing something and then here's the [0:42] rephrase or the reframe that has better [0:45] results. Um, I would love to to give get [0:48] two minutes of learning sales from Alex. [0:50] Sure. And just as a quick caveat to [0:53] complete the loop from like 40 minutes [0:55] ago, you said like what was the book or [0:57] training or whatever that so it's my [1:00] belief if you look at Belelfford, you [1:01] look at Bradley, you look at Grant [1:02] Cardone, some of the big sales trainers [1:04] that are out there, almost all of them [1:06] invariably have the same story which is [1:07] I started selling and was the best guy [1:09] on the team by a [ __ ] mile and then I [1:11] tried to figure out what I was doing. [1:13] And so I do think that some people [1:16] naturally based on their childhood, [1:17] their upbringings, their whatever are [1:19] just have a higher proclivity for [1:20] selling which [1:22] Yeah. Just a gift of gab and and and [1:24] empathy. [1:24] Yeah. And I think it carries over into [1:26] how you recruit for selling too because [1:28] we've built a lot of sales teams and I [1:30] actually have a very short allowing for [1:32] people to fail at sales cycle. Probably [1:34] much shorter than most people. And it's [1:36] just because I've never had a killer [1:37] salesperson who didn't do pretty well [1:39] the first week. And so for me, we, you [1:42] know, we turn through those quickly, but [1:43] as a result of that, the team is just [1:44] killers and they know that. So [1:46] [clears throat] I I like this quote from [1:48] from Grant Cardone. He says, you know, [1:49] my sales team is a dangerous place to [1:50] work. [laughter] And um I I love that. [1:54] So in terms of uh sales stuff, I think [1:56] that I think people don't know how [1:59] people are really freaked out about the [2:00] idea of selling, right? And so I think [2:02] the first reframe is like you're not [2:03] selling, you're helping someone make a [2:05] decision that's going to help [2:05] themselves. And the the the the front [2:08] part of that is that I do think that the [2:10] number one predictor of good sales is [2:12] conviction. And so fundamentally you [2:16] have one person who should believe in [2:18] something, another person who does not [2:20] believe it yet. And trust is the thing [2:22] that transfers that conviction. So if [2:24] fundamentally there's the two things you [2:25] need, you need trust and you need [2:27] conviction. Most times sales people [2:28] don't have 100% trust. Sorry, 100% [2:31] conviction. And so the also the idea of [2:33] conviction as a binary is false. So it's [2:35] not like I believe it or I don't believe [2:37] it is to what extent do I believe it [2:39] right and so that's why like in terms of [2:41] if I want to improve a sales team I can [2:42] do the drills which we do and that's [2:44] like blocking tackling but the thing [2:45] that really juices a sales team is [2:47] hearing the testimonials of the people [2:48] that they sold last week and what [2:50] they're doing today and how their lives [2:52] have changed and so I noticed this [2:54] because on my sales teams when we were [2:55] in person whenever I did weigh out day [2:57] which is when everyone finished their [2:58] challenges and everybody was crying and [3:00] so excited I tried to stack as many [3:02] sales appointments as I could while [3:04] people were weighing out. And during [3:06] those days, we closed like 100%. Cuz [3:08] people were like, "Dude, how can you not [3:09] think this works? It's right there." And [3:11] so the thing is is like you can either [3:12] trick yourself into having the right [3:15] tone or you can train yourself. And I [3:17] think that it's much easier to trick [3:19] yourself into it by just simply [3:21] believing because if you talk if you [3:22] truly believe in the product, you will [3:24] talk about it differently. [3:27] And so in terms of an understanding of [3:29] selling, if you need to have conviction [3:30] and you need to have trust, trust is [3:32] going to come from expertise and some [3:34] level of rapport, right? And so um I [3:38] think that overarchingly to help someone [3:41] sell, we just have to ask the right [3:43] questions to get someone to come to the [3:44] conclusion on their own. And so most [3:46] sales conversations follow more or less [3:48] the same framework if you know what [3:50] you're doing. Otherwise, people are just [3:52] chasing their tail and trying to chase a [3:53] prospect to an outcome that the prospect [3:55] doesn't know how. like we've had this [3:57] conversation a h 100red times. They have [3:58] only had it once. We should be the one [4:00] knowing how this conversation is [4:01] supposed to go, right? We should also [4:02] come in with a massive advantage to how [4:04] to have this conversation go the way we [4:06] want it to cuz we do it all [ __ ] day, [4:08] right? [laughter] And so, you know, big [4:11] big front-end pieces is like why are [4:13] they there? What's the problem? What [4:16] have they done so far? understanding [4:18] where they failed. Seeing why our [4:20] product is different from the things [4:21] that they failed, asking for permission [4:24] to explain about the product, explaining [4:26] the product not in any way based on [4:28] features but only based on the [4:30] experiences that they will have as a [4:31] result of it and using analogies to [4:33] explain those experiences, right? Um, [4:36] and then and then having a close at the [4:38] end, which the the Tik Tok I think that [4:41] you he referenced is like a no-based [4:42] close. And I think a lot of natural [4:44] sales people do this anyways. Like if I [4:46] want something, I might be like, "Hey, [4:47] can you do this for me?" I'm like, "Hey, [4:49] would you mind?" And they say, "No, they [4:51] don't. I don't mind." Right? Like this [4:53] natural communication dynamics that most [4:54] people who naturally know how to [4:55] persuade people or at least influence do [4:57] that on their own. This is just [4:59] retroactively looking at and saying, [5:00] "What did I do different? Like why is [5:02] this different?" And um in terms of like [5:05] overcoming because people are afraid of [5:07] confrontation, right? That's what [5:08] they're afraid of. And so I believe that [5:10] you can sell without ever having [5:12] confrontation. And you can do that with [5:14] what I like to call childlike curiosity. [5:17] And so if someone says, um, well, my [5:20] husband's not going to approve of that. [5:21] I'm like, why wouldn't he? What do you [5:24] like, huh, that's so interesting. Tell [5:26] me more about that. Rather than like, [5:29] all right, let's like your husband's an [5:30] [ __ ] Like, that's not going to work. [5:32] Because in arguments, no one wins, [5:33] right? And so be like, why why would he [5:35] think that? Because because I would [5:37] think that he wants what's best for you, [5:39] right? Yeah, he wants what's best for [5:41] Does he know you're struggling with this [5:42] right now? Well, I mean, yeah, he knows [5:44] I'm struggling with it. Okay, so he [5:45] wants what's best for he knows you're [5:46] struggling with it. So, why do you think [5:47] he would be opposed to solving something [5:49] that that you're currently struggling [5:50] with? So, just so I understand, would he [5:54] be happier if you continue to struggle? [5:56] Well, no. It's like, well, great. Then [5:59] would you be opposed to moving forward [6:00] today and that way? And hey, if you go [6:02] home to your husband, then you make a [6:03] joke in a like scenario, then you close [6:04] it, right? And so it's I think childlike [6:07] curiosity is the immediate that you have [6:09] to train because people get defensive. [6:11] So that is one thing that like fighters [6:14] talk about when they're in the ring like [6:15] in the beginning you breathe in too much [6:17] right? I don't know if like if you've [6:18] been in like sparring and stuff like you [6:19] breathe in you breathe too much you [6:21] hyperventilate. And so the guys who've [6:23] done it enough they slow down their [6:24] breathing because when they get things [6:26] get intense they can slow it down. And [6:27] so I think sales is a lot the same way [6:29] where you're like your adrenaline kicks [6:30] in start breathing faster. It's fight or [6:32] flight. So, you got to be able to slow [6:33] it down and be like, "Huh, that's crazy. [6:35] I wouldn't have thought that. Okay, tell [6:36] me more about that." And like, now [6:37] you're interested. And then they don't [6:39] feel like you're combating them. They [6:42] feel like you genuinely are interested [6:43] and want to help them, which is what you [6:45] should be doing because you should be [6:47] selling them only if it makes sense. [6:49] Real quick, if you're a business owner [6:51] and you are not growing as fast as you'd [6:53] like, I'd like to give you a free gift. [6:55] So my team and I put together the $100 [6:57] million scaling roadmap, which is [6:58] basically 200 hours of us looking over [7:00] all the portfolio companies we've had [7:01] and what stages of growth they went [7:04] through and more importantly where they [7:05] got stuck and how they got past it. And [7:08] so we broke it into these 10 stages and [7:09] we made this little kind of quiz thing [7:11] where if you put in your business [7:12] information, it'll tell you where you're [7:13] at and the most important part for you, [7:15] what to do for each of functions of the [7:17] business across product, marketing, [7:18] sales, customer success, recruiting, IT, [7:20] human resources, and finance. And so no [7:22] matter what you're struggling with, [7:24] someone else has already struggled with [7:26] it and solved it. And so I'd like to [7:27] give you this thing absolutely free. You [7:29] can go to acquisition.com/roadmap, [7:30] plug in your business information, and [7:32] if you want us to actually help you [7:34] deconstrain the business and you're [7:36] trying to scale, we'd love to help you [7:37] out on the thank you page. You can just [7:39] book a call with my team and we will [7:41] look at the business, see if we can [7:43] help. And if we can, we'll invite you [7:44] out to Vegas and we'll do this in person

===FILE=== nbsEEXTDxis - Why Most Cold Outreach Fails.txt
https://youtu.be/nbsEEXTDxis
Why Most Cold Outreach Fails

[0:00] What do you think is the most suited for [0:02] like cold outreach? [0:02] It's about ticket size. [0:04] Yeah. [0:04] Yeah. So, typically the the larger the [0:06] ticket, the more specific the target, [0:09] the more cold outreach is important. The [0:12] less specific the target, the lower the [0:14] LTV, the more content and paid ads are [0:17] the better channels. [0:18] Makes sense. So, like is there like a [0:20] figure because I've noticed the same. I [0:22] figure like our best cost [0:24] I like 10 grand or more as a rule of [0:26] thumb. Yeah, that's right on that's [0:28] right on the nose of where we're at too, [0:30] but I wasn't sure if you could if [0:32] there's some I'm missing where you can [0:33] like make these micro things work, but [0:35] see cuz we've taken on like SAS [0:37] customers to sell like PLG type stuff [0:39] and it just like a lot harder to make it [0:41] work. [0:41] Yeah. And they need a ton of volume. [0:43] It's like you want to be hunting whales, [0:44] not hunting minnows with a harpoon. It [0:45] just is not I mean you could, it's just [0:47] not efficient. [0:48] Gotcha. So if someone's like they're [0:50] doing a lot of like low stuff, it's like [0:52] content ads. If you're doing like [0:54] mergers, acquisitions, private equity, [0:56] you're trying to get fish all outbound. [0:58] Yeah. Okay, that makes sense. Um, and I [1:01] figure organic's good to bolt on to [1:03] everything to like [1:04] Yeah. [1:05] Uh, just to be I I heard you say before [1:08] where it's like one channel, one [1:09] audience [1:09] up to a million [1:10] up to a million. A million a month or a [1:12] million a year? [1:12] A year. [1:13] A year. [1:14] Do you think that you should always bolt [1:16] on organic too just to kind of give that [1:18] like lubrication of the sales process? [1:20] shifted from like I still like the focus [1:23] of the of the um of the advice. [1:26] Um [1:29] it's I just feel like organic is so easy [1:31] to do at so I consider organic to have [1:33] two two levers. So you have like MVP [1:36] level of how do I have my minimum viable [1:39] product of organic which satisfies a [1:41] different need than using organic as my [1:43] primary method of acquisition. And so if [1:46] I use it as like I have to show that I'm [1:48] alive and that I can provide value, then [1:50] the purpose of the organic is lead [1:51] nurture. So I'm doing outreach as my [1:54] primary method. But then if you do [1:55] outreach from a channel that has [1:57] literally no posts, people will be like, [1:58] "This is a scam." And rightfully so. Um, [2:01] if you have like if you post three times [2:04] a week and you have something that's [2:05] relative relevant to your avatar and [2:07] whatever you sell, then they will, what [2:10] most people do, most sane people, some [2:12] of the customers that you have, um, is [2:14] that they will click your, you know, if [2:17] you do outbound, they'll click over to [2:18] your profile before responding to your [2:20] email and they'll be like, "What is this [2:21] guy about?" or "What is this guy about?" [2:22] And they'll be like, "Oh, this guy seems [2:23] legit." They'll watch two or three [2:24] things and they'll come in. And I'm sure [2:25] if you have any kind of you know data [2:27] tracking or any kind of surveys on the [2:28] way in they will say that if you use it [2:31] as the true like I want to generate my [2:33] demand almost entirely from organic it's [2:36] a different strategy to me it's a much [2:37] different level of investment and so at [2:39] the base level yes one avatar one [2:41] channel uh one you know one offer um but [2:45] I think that if you do outreach it's [2:47] like it's it's so low effort just for [2:49] the MVP level for the next level that's [2:52] a different monster but just like having [2:53] enough to show that you're [2:55] I'm a pro. [2:56] Yeah. So like using it more so as like [2:58] nurture rather than lead [2:59] 100%. And then the sales guys also [3:02] you're going to I I love knowing this [3:04] because uh you will make some content [3:06] that just does hit and then does create [3:08] inquiries and then that content is the [3:10] stuff you give to the sales team as the [3:11] greatest hits and then the team should [3:13] have a searchable database of what are [3:15] the greatest hits for this type of [3:16] avatar or this type of overcome because [3:18] typically people are going to either [3:20] have questions around like will this [3:21] work for my type of business which is [3:22] where the you know case studies and [3:24] avatars about specific case studies is [3:26] useful or they'll um or they'll have [3:28] objections that are kind of more [3:30] standard sales objections that might be [3:31] around your specific thing. Um, and [3:33] having sets of content that's both, [3:35] which is like, does this work in the [3:36] setting or does this overcome the [3:38] specific myth or, you know, belief that [3:40] I have that's not true? Content around [3:42] both those things, then create sales [3:43] assets that the guys can then use or [3:45] gals [3:46] uh can use to go uh sell stuff. [3:48] Gotcha. So, high level, if you're doing [3:51] content as not your primary channel, you [3:54] should still probably do it as like [3:56] nurture. Yeah. [3:56] Yeah. Have a pulse. [3:57] Cool. And should you do that like on [3:59] channel? Like is it fine if you're just [4:00] I think one and ideally the channel that [4:02] you do outbound for. Now if you do [4:03] outbound on on email then it's just [4:05] going to be like you'll have your [4:06] website and you'll have your one social [4:08] profile and that's what they're going to [4:09] link to. Like whatever you link to is [4:10] what they're going to click. So I would [4:11] just link to the one thing that you're [4:12] active on. [4:13] Okay. [4:13] Yeah. Just to keep it minimum. [4:15] Cool. Yeah, that makes sense. Um,

===FILE=== neTSqOAMgao - Explaining How Anyone Can Make $100M(R) Offers.txt
https://youtu.be/neTSqOAMgao
Explaining How Anyone Can Make $100M(R) Offers

[0:00] alex has become a mentor to many a friend to me for sure and uh we're [0:05] gonna be unpacking his book 100 million offers i do not have the hard copy because we are in lockdown right now and [0:11] it is lost somewhere but it is right there this book has been hugely impactful for me and our community [0:18] in real ways there's lots of stuff that you can dig into in the internet marketing world [0:24] that's like exciting you know you watch a keynote from russell brunson or any of the greats and you're like freaking [0:30] pumped out of your mind you believe you're one funnel away but reading a book i was like [ __ ] [0:35] there's like so much good stuff in here it feels like it it's gonna work and then we applied it and lo and behold [0:42] uh it worked but but here's where i want to start with you alex so our audience high ticket entrepreneurs when i talk to [0:48] coaches and consultants about improving their offer they typically think like no i'm good like clients are getting great [0:54] results we just need more calls we need better marketing and so i want you to start by sharing like what's the difference between an [1:00] offer and a coaching program and then can you talk to us about why you always want to start with the offer Why start with the offer [1:06] i actually wrote the third book in the second book first and i wrote this book which is now the first book that came [1:11] out third uh and hopefully you tracked what i just said because i barely did um and the reason i [1:18] had to do that was with each book i started with the third book and i was like i actually kind of need this second book to make sense which was lead [1:23] generation i was like well i finished the second book and i was like you know what if their offer is crap then that's not going to matter anyway so i have to [1:29] start with the offer and so it kind of went in reverse and it's because like as i'm thinking through it i started [1:34] thinking about the things that i would immediately want to look at in a business but usually there's these other weaknesses [1:39] that are much stronger and from a speed to money standpoint changing someone's offer is about the easiest thing that [1:45] you can do and a better business intervention um and the offer touches so many components of the business right so [1:51] it touches the lead generation component so you get more people who are going to respond than who otherwise would have [1:56] with a superior offer you get more people to buy than who otherwise would have you get higher pricing and more and [2:02] more profit as a result of a better offer than you otherwise would and so with each of those situations they [2:07] become multiplicative in their effects on the business and when you put them all together the offer is the lever on [2:12] all of them and so i could you know for most businesses you could just turn the entire business around by fixing this [2:18] one thing once that one thing is fixed then you get into okay how much how many different channels can we have access to [2:23] to generate leads you know the third book is money model so how many different ways can we can we monetize the customer to increase our you know [2:29] our cash conversion cycle or basically how quickly return a dollar so we can spend more uh on the acquisition which [2:34] is the third book the reason we start with the offer is because i think in the marketing community at large and i say that uh because just about here [2:40] everybody here is in the marketing community at large um this book i think was a hit at least i [2:46] perceive it as a hit because it was the only book that i think has talked about the product and so no one talks about product in the [2:52] marketing community and so i think it seems so far into many people but if you look in the software world they only talk about product and they don't care [2:58] at all about marketing uh because they know and if you will allow me to expand on this for a quick second and then we can i'll get into the questions [3:05] i'm gonna i'll share something with you that's been very very um impactful for me so a lot of people look at jim launch [3:11] and they try and understand the success behind the company and for context for everyone here [3:16] the first year i was in business in gym lunch uh at least once we switched the licensing model we took home 17 million [3:22] dollars in profit for perspective let me pause for a second it was as [ __ ] insane for me [3:28] as it might sound to you so it is not lost on me and we went from 3 million in profit the year before to [3:34] 17. um and a lot of people looked at our funnels they thought you know alex's sales genie or it's it's it's our it's [3:42] our creative it's our hooks it's all it's all these things and many people try to copy them but no one was able to duplicate the [3:47] numbers and success in the scale um and it was because the product was superior i mean i see mark was here i [3:54] know mark was one of our early clients he had a gym i guess now he's doing high ticket which is awesome the average [3:59] client made 30 000 in their first 30 days that was the average which means half of people did better than that [4:04] and so if you look at the internet marketing community at large i would i would doubt that there are many offers [4:10] that produce that kind of result and so we were able to get 36 to one return on advertising and actually the first year [4:16] we got a hundred to one return on our advertising um because honestly the advertising wasn't the thing that was [4:22] doing the vast majority of the work it was word of mouth it was referrals and so people might see the ad but they had [4:27] heard about it in three or four other places and i'm told that the book is having a similar effect it's on people's [4:33] news feeds and things like that and for context everyone here there's no book funnel there's no upsells i've spent no [4:39] dollars on advertising and it sells a thousand copies a day right now with no advertising i got reached out to [4:45] people like hey man how are you how did you achieve this organic something with the [4:51] with the book and i was like we just tried to write a really good book um and i think that it's it's it's often [4:56] overlooked and so this is the piece that i'll finish with and then we'll we can we can rock in but if you think about the six [5:02] acquisition channels that exist from clients right you've got paid media which is advertising of any kind you've got owned media which is your list of [5:09] all your people you've got earned media which is the platforms that'll distribute your stuff organically like we're on facebook right now so this is [5:15] an organic hones that's earned media right and then you've got the three people based which is you got manual outbound uh you've got affiliates and [5:22] then you've got referrals and word word-of-mouth of those six that i just named five of them are linear in nature what i [5:28] mean by that is that if i put a hundred dollars in i get a set or fixed ratio back so i put a hundred in i can get a [5:34] thousand out where i do a hundred calls and i get x appointments right it's the same if there's a fixed ratio and then [5:40] you just increase in scale right and with most of those they're diminishing in nature in terms of the more scale you [5:45] add the return ratio diminishes with referrals word of mouth [5:50] it is quadratic which means it's exponential and so it is the hardest one to achieve but once [5:56] you achieve it it is the one that will pay you so handsomely that is worth the disproportionate investment of time and [6:02] the difference between a good book and a great book is large this made a great book an exceptional or remarkable book [6:08] or remark worthy as in it was so good that you had to tell someone about it is even harder right but that extra [6:14] uh the extra amount that extra increment of return yields outsized returns in terms of the practical use of that value [6:21] and so i think that for us so many people just you know slap a bunch of videos together and say this is my course [6:27] uh rather than having the in-depth or trench knowledge to go from being good to great or going from great to being exceptional [6:34] and i will tell you that having now which is weird i [6:39] i feel like uh an older person in the internet marketing space now which is hilarious in terms of years uh in it [6:45] rather than age the people who who continue uh to live on [6:51] uh and not fizzle and pop are the ones who have superior product because usually the people who do not uh wither from the [6:58] stress or the pressure of unhappy high ticket clients and so the only way you can weather that [7:04] emotionally unless you have no conscience is by having a superior product and having intentions of truly always [7:09] improving the products so that you can weather those storms because you and only you can know your intentions i think that would be at least my word to [7:16] this and my test with acquisition.com which if you read in the book is kind of the venture that that i've been focusing [7:21] on for the last year my goal with that business were really the portfolio of businesses [7:27] is to grow it exclusively off of inbound because of the other five channels i've grown each of those to multiply figures [7:34] in terms of how much i've been able to generate from them but i have never done um one off of kind of earned media and [7:40] purely inbound and so um that was the goal and in order to do that we had to make sure that the product was truly [7:45] exceptional and i can tell you that if the people that make much more money than me it seems to be a constant in that it is a one-time investment to make [7:51] a superior product that has compounding returns most of the wealthiest people that i know try and invest in something one-time that will pay them forever [7:57] whereas most of the poorest people i know try and consistently have to do things that they have to do over and over and over and over again you have to [8:04] make new campaigns you have to make new reach outs you have to make new phone calls those are all things that you have to do in order to keep going and as soon [8:10] as you stop them the business ends but if the product is superior the product will run on its own and [8:16] coincidentally the profit is extremely great because you have no cost of acquisition you touched on a couple things there and [8:22] obviously a big focus of what you see this around superior product but i would say um 100 agree but i would say also [8:28] people can't uh distinguish the fact between the reality of the quality of a product and deception in the market [8:35] right so can you talk a bit more about how your product is both your offer and [8:40] it's not right it's not just about adding two more coaching calls a week it's not like i have my community on [8:46] facebook or some other platform can you talk a bit more about like what that looks like with the offer it's kind of it it's kind The bridge between prospect and client [8:53] of this really interesting thing of the it's the bridge between prospect and client right and so it has components of [8:59] both sides it has components of promotion embedded within it but it also has components of product and so the [9:04] offer is really communicating across the bridge what it's like to be a client to a prospect and so we're [9:10] thinking about what are the problems what are every single problem both known and unknown and a little pro tip because [9:16] if you read the books how i do it uh pro tip for everybody if you want to include bonuses include one or two bonuses that [9:22] solve a problem that only occurs upon success so for example if i was taking on a [9:30] company for acquisition.com then a bonus might be i'll also you know introduce you to all my tax shelter people also [9:36] introduce you to my legal team also introduced my investor people who will help you um keep more of the money that [9:41] we're going to be making right so we're going to solve a problem that's going to assume success and so all of a sudden your prospect is going to have a higher [9:47] belief in that they're going to achieve it because why what other reason would you be solving problems uh that that assumed [9:54] success right unless people were being successful to circle back to what you were saying earlier dan the perception [9:59] right of the product um has to be the thing that appears valuable and your ability to do [10:05] that will also be predicated on the true value of the product so it is it is both ways right um but the idea is and i [10:12] think this might be contrary to some of the things that are in the internet marketing communities that i believe that you should solve every prospect's problem most things operate like a [10:18] pipeline and so if you have 100 steps if you miss 99 it still won't work it's like a car engine like is there a more [10:25] important part in the car engine than another part well they're all required so they are requisite pieces and i think [10:32] most times people solve one or two of the things they might bring an engine uh and they might bring gasoline but they [10:37] don't have wheels or they don't have spokes or they might not even have the nuts on the wheels right uh to keep them [10:42] on and so it's really thinking through and i think that's where the the depth of knowledge is so important where like [10:48] i tell this story and hopefully it'll illustrate the point here i believe in doing the really ugly unscalable stuff first so that you can have the depth of [10:56] knowledge to to do the scalable thing a lot of people want to jump the gun and go straight to [11:02] i mean i can't tell you the amount of times i've talked to quote agency owners who are like man these realtors can't make money on [11:07] my leads and i actually had a a an agency that i worked with for almost a year on our software platform [11:15] and every month i would just say why don't you just get a real estate license and actually work your leads [11:21] and finally he did it and in his first month he made five times more money than he did [11:26] three years prior because he actually knew what the [ __ ] he was talking about right and so gym launch became as big as [11:32] it was because i spent two years on the road launching 33 different gyms in different markets in person working the [11:37] front desk so we knew the nuances and the differences of what time of day to call and what cadence then what text to [11:42] use in this type of market what types using this type of market and we were able to troubleshoot those things so easily and successfully that our client [11:48] saw a disproportionate amount of success and then in the sales call and when in creating the offer we could [11:54] say hey if you're if you're familiar with orange clapham talks about a flash troll right which is where you talk about all these little features and [12:00] problems that they haven't even encountered yet that you have already solved and then in so doing you demonstrate such superior expertise to [12:06] the person that they immediately trust you as an authority and then all of a sudden the remainder of the conversation [12:11] is very easy because they know that they don't even have the perspective from which to make a judgment they transfer that that authority over to you to make [12:17] a judgment on their behalf so i want you to kind of go deeper on something you just said because uh [12:22] tied to that i've heard you talk about this a lot which is that people try and solve problems that don't exist when it comes to the scalability of their offer [12:29] if they're scared to offer too much and they have zero clients or a few clients they go i just don't know how this is [12:34] going to look at 50. and so can you talk about the kind of those spectrums of like easy to sell hard to sell easy to [12:40] deliver hard to deliver so i think that most entrepreneurs would be best served Most entrepreneurs would be best served in the beginning [12:47] especially in the beginning and so it's hard to make broad sweeping statements because there's always exceptions to them but by and large most entrepreneurs [12:53] who are probably in this community selling high ticket coaching services would be best served selling a less [12:59] scalable offer at higher ticket first and then piece by piece removing pieces that are less scalable and so you do [13:06] that because you give higher touch to clients you have more more profit in your acquisition because most done for [13:11] you models for example uh if done properly i'm not saying agency models because i'm not a big fan of agency models but um most done free models if [13:18] done properly should yield excess cash and the issue becomes operational fulfillment right which is how i prefer [13:24] to have my bottleneck in the operations and scale than in demand generation that is just my preference some people prefer [13:29] different ways i prefer it that way um and so the easier something is to sell [13:34] in general which is going to require more handholding in your part more services more things the easier it is to [13:40] sell right on the flip side if you just sell a course via webinar it becomes very very difficult to sell in general [13:45] you have to have very very high persuasive abilities in order to sell that and a pretty unique opportunity right if you're telling how to make how [13:51] to run facebook ads i think that time has somewhat come and gone right and so uh the idea is i would prefer to be on [13:58] the easier to sell part of the spectrum gain the experience generate the cash flow and then use the cash for to solve [14:03] future problems of scale um and i think that that is a better sequence that has a higher likelihood of success for most people [14:10] yeah and i would say there's a huge assumption baked into that which comes down to a really wildly uncommon opinion [14:17] you have which is on pricing because all of that assumes that you're going to have then excess cash and [14:23] enough to deliver and that it's priced right so can you talk a bit more about pricing because i think for most people [14:29] we do what dan kennedy calls the wag pricing model which is just the wild ass guess or the industry norm right where [14:35] you just go like what does this person do what does this person do great i'll be somewhere in the middle or a little bit cheaper so when we got into that you [14:41] know in our first coaching business um which was obviously gym launch we uh the highest priced person at the time was 5k Price confers value [14:48] uh the lowest price people were kind of agencies doing 500 bucks a month so that was kind of the range of the marketplace and so when we came in our front-end [14:55] program was 16k our back-end program was actually a three-year 126k program so the pricing was so vastly different than [15:01] everyone else that it caused the prospects to take pause and say there must be something different going on here paul is there and then if you think [15:07] about what a lot of people are seeing with the book or at least i'm told is that the book's kind of all over a lot of people's news feeds imagine you have [15:12] this kind of pricing with all of this word of mouth that's surrounding it and then it creates this allure [15:18] right and so the idea is that we have to charge so much in order to get the clients and prospects more invested [15:24] because a in a very real way price confers value right so there's a story [15:30] on the book but it's it's it's basically if you had three people thread try three different wines the high price the middle price and the low price and then [15:36] rate them most people rate the highest price wine the best but the thing is is that when they do these studies they actually make all three wines the same [15:43] and so in a very real way price does confer value your product that's number one number two is that if you change the [15:48] quality or increase the quality of your prospects you will increase the quality of your products so what i mean by that is if i [15:55] am working with uh somebody who's making five million dollars a year right and then i give them a book right dan [16:03] all of a sudden that book to dan is worth two million dollars this year right if i give that to somebody who's [16:10] never started a business before the book might be worth some inspiration and so there's a very real difference in the [16:16] value that my product delivered based on the quality of my prospect independent of the change in my product [16:22] and so the second point is that if you change and increase the quality of your prospects you can also charge your [16:28] concurrently higher price based on the value that is true that you were delivering to that person the third piece is that i like having pricing [16:34] power in general because there is a strong strategic advantage to being higher priced i just named two of them right [16:39] in the marketplace but one of the biggest ones is that you have so much more gross profits left over that a you can spend more on the acquisition but b [16:46] you can do things that other people can't and so you further eliminate or or separate yourself from the competition [16:52] by being able to provide things that no one else can right so for example in the gym launch world because we had a lot of [16:57] clients that are we still continue to have a lot of clients that are in the same markets we were able to spend 50 000 a month every month on testing [17:04] advertisements and then we would just license those ads out to all of the facilities across right no one else [17:10] could do that because i had the spare cash that i could just put into marketing and then only hand scratch off [17:15] lottery winners to them that they could just go and cash in right because they already knew they worked and so i could hire a team just to build all this stuff [17:21] for them and there weren't even franchisors at that time that we were doing that stuff and honestly they still don't and so we're able to still run a [17:27] very high growth profit on even that product line and so the idea is like how can i do things that no one else can do [17:32] and the thing is is i would start with the price first now obviously it has to be based in reality in terms of the value you can provide but a lot of times [17:38] with the access gross profit you can in a very real way provide more value and so that's why in the book i like to [17:43] anchor the pricing in the beginning because that just kind of sets the stage but then when we get into the value creation side of it it's like how can i [17:50] how can i make it so likely that they are successful how can i get them to be successful in half the time and how can [17:56] i do it so i can eliminate effort and sacrifice and for those who don't know the difference between effort and sacrifice effort is what someone has to [18:02] do that they don't want to do that they weren't doing before they started working with you sacrifice is when they have to stop doing something that they [18:08] enjoy doing that they were doing before they started working with you that they can no longer do and so the idea is how can i limit eliminate the effort and [18:14] sacrifice cut the time in half and then increase the perceived likelihood that they're going to achieve the result that [18:19] they want and so that was kind of the basis i mean in general if there was one summary picture for the book in terms of how to create value it's the value [18:26] equation and so the remainder of the book is basically the executions the tactics around how do we actually do [18:32] this how do we create a dream outcome that's appealing to the person right making a million dollars for most men is more appealing than being more handsome [18:38] not saying that they don't want both but they probably want one more and in a real way a lot of guys would spend five hundred thousand dollars to make a [18:44] million dollars but probably wouldn't spend five hundred thousand dollars to be more handsome or maybe they would but it depends on their income right [18:50] perceived likely of achievement i'll give you an example here so if if you guys were if you had your if for i see a [18:56] lot of guys on here but if your wife were getting uh plastic surgery or you're getting plastic surgery whatever [19:01] right you have two surgeons that have the exact same they're gonna do the exact same surgery on you right the outcome's the same now so i'm i'm [19:07] controlling for the outcome and showing you different pieces of the value equation if one of them was about to do their first surgery ever out of medical [19:13] school and the other one was on their 10 000th surgery in their career which of them would you rather work with [19:20] this one which one would you rather pay more this one you probably asked this guy to pay you because you were his [19:25] first surgery right and so in a very real way the perceived likelihood of its achievement increases the value [19:32] independent of the actual service being delivered and so that is why it's the second thing now most marketers focus [19:37] all their attention on the top side of the equation this is what i did for the first few years of my career when i was at my gyms when i sold weight loss and [19:43] then even in the beginning of gym launch it was all about how much money are you going to make and then [ __ ] loads of testimonials how much money you're going [19:49] to make [ __ ] loads of testimonials but there are other ways to increase perceived likelihood of achievement which is kind of goes back to that flash role argument i was saying earlier which [19:56] is here are all the things that you didn't even think about that i have already handled uh on your journey that you didn't even foresee which then shows [20:02] my expertise that i know what i'm doing and so the goal is to increase these as much as possible now the second half of the equation are [20:09] the detractors in a very real way in my opinion the bottom side of the equation is actually more powerful in persuasion [20:15] than the top side and the reason is because it's very easy to make claims it's very easy to talk about the dream outcome right but it's much more [20:22] difficult to actually decrease the time delay which why for us one of the major kpis we've always had as a company is how [20:28] much cash someone generates in the first 14 days working with us right and so for us we drive towards that equation and for us right now for [20:35] example the average cash collected in the first 14 days is 15 500 right for our client that is the average right and [20:42] so with that i can have a big outcome in the first you know 14 days so they have a very short time delay between when [20:49] they when they buy something and they begin to start experiencing the results right and so i'll give you a simple way [20:54] of providing value look at what everyone else is doing in the market and do it in half the time right if all of a sudden for example as [21:00] an extreme version of this i would say hey i'm selling a weight loss product i use weight loss because everyone understands it all right and as [21:07] soon as you click this you look at you you pull your shirt up and you have a six-pack right you buy my six-pack [21:12] program you click purchase and you have a six-pack immediately how valuable would that product be Time confers value [21:18] extraordinarily right and so the idea is we made the product [21:23] more valuable not by changing the outcome not by changing the perceived like of achievement but by simply changing the time in which [21:30] it took to achieve the outcome that was promised and so as a marketing example for example if i had a a marketing [21:36] agency again which i'm not a huge fan of but if you had a marketing agency that was commoditized service based right if [21:42] i were trying to provide more value i would say as soon as as soon as the contract is signed [21:47] if the prospect's phone rang figuratively or their inbox you know was filled and they got a book call [21:53] immediately with a qualified prospect that was booked 30 minutes after they got off the phone with you [21:58] how much more valuable would that be than somebody that says hey it's gonna take 30 days to ramp up it'll take another 30 days to start seeing results [22:04] so it's like 30 days after that for you to recoup and break even and then by month six but like you have i've already lost you right so much less valuable and [22:11] so the idea is the time delay component is a massive area of value and if you look at the biggest companies in the [22:16] world they look at time as one of the major drivers of value time is thing that most people value more than anything uber came in because it was [22:23] more convenient right netflix came in because it was more convenient than doing the other things right which also [22:28] ties into the second part of the bottom equation which is effort and sacrifice right and so the idea is again if i like weight loss [22:36] again i'll just use the example we we asked susie right to give up waking up you know sleeping in right [22:42] because she's got to wake up early to go to the gym right now she's sore every day so now she's got she's got effort [22:47] and sacrifice that are associated she can't eat any of the foods that she likes anymore she's got to eat separate from her family her kids are making fun [22:53] of her she goes out she misses her she can't drink champagne at her at her sister's wedding on top of that all like [22:58] everything that she loves about life is gone right and and here's the best part it's gonna take her 12 months to maybe [23:04] look a little better but still not be at her goal so no wonder it's so [ __ ] hard to sell and so the idea is how can Instant value [23:09] we eliminate as many of these barriers as possible in the effort and sacrifice component so that we can make it as instant and as fast for them and the [23:16] reason i made it a fraction is because in theory if you can get the bottom side of the equation to zero as in it's [23:23] instant and there's no effort in the sacrifice then you have an infinitely valuable product right and if you think [23:28] about like what amazon's doing right they're getting so close to literally you just like click one button [23:34] on your phone or maybe it's i mean very soon it'll just be you talk out loud your phone will hear you through a lexus [23:39] alexa and then a drone drops it off at your at your house two hours later [23:45] they are shrinking that gap the effort and sacrifice and the time delay so much that the value becomes so infinite [23:51] infinite and that's why they're becoming such a behemoth right and so when i think about products and how do we create value because a lot of people [23:57] throw the term out right they're like god they've got to give value got to create value if you're like what is value [24:02] like and so this is my best attempt at at writing down or at least compartmentalizing what i believe value [24:08] to be in an equation so you can look at your own products and say how do we measure up here and perceive likelihood how do we measure pure effort and [24:14] sacrifice how can we make things happen faster for them is there a dream outcome that we can communicate in a way that's more compelling or more relatable i'll [24:21] give you a hack so one of the things that we did on our onboarding process that we switched was um so our so our [24:27] sales team takes no string sales calls and they close the sale and they transfer over to the onboarding team and [24:32] so for a very long time it was just hey so it says seems here that your goal is you're trying to make an extra ten thousand dollars a month awesome that's [24:38] gonna help you do cool and so they were already impressed because we actually read the notes that were from their sales call mind blowing right but it [24:45] increased their perceived likelihood of achievement because they're like oh these people are buttoned up right crazy by the way to have a handoff between [24:51] sales and the first which they talk to after they give you money anyways what we started doing was we started asking Onboarding process [24:56] them on the sales calls of course what is that like why is that why is ten thousand dollars the number why is that meaningful for you why not why not [25:02] twenty eight thousand why not five thousand right like was there is there something as a result of having ten thousand dollars that is going to change in your life in one way or another [25:08] because if there weren't there would there'd be no point in even making the money and so then they tell you the real reason which is uh you know we've got [25:13] two kids and i really wish my wife could be at home with them whatever right and so what we do in the onboarding call is [25:19] now we can tie more accurately hey so it shows here that what you're trying to do [25:25] is trying to retire your wife all right so that's what we're going to try and help you do here with the program and what i need you to do in order to do that is you got to follow these steps so [25:31] now all of a sudden we got way higher buy-in way higher compliance and we actually had higher conversions on the back end simply by changing the [25:37] on-boarding process and not even changing the product you could make the argument change the auditing process is a part of the product but hopefully you [25:43] understand my point so if you can more accurately depict the dream outcome to your prospect they will value it in a [25:48] better way it'll also increase the perceived likelihood that's super good man and i i want to [25:55] get your thoughts on something that i know that a good portion of the 130 people with us right now are probably [26:01] thinking which is that they need to upgrade their market oh i want to charge more money so i'm going to go find the people that have [26:07] more money and i can't tell you how often people like you know what are you qualifying for and say the dm's to get someone into a call they're like oh [26:13] they've got to be making six figures i'm like why and they're like because they you know it's easier for them to pay for [26:19] my program whatever it might be can you talk really quickly about niche slapping [26:24] which is a big thing for us in the coaching space and then also the economics behind your pricing of gym [26:31] launch and how much money the average gym owner makes yeah so those are a couple of things so i'll start in [26:36] reverse order of what i remember from the question so uh so the average gym owner makes uh 29.50 a month of [26:43] take-home income on about a 300 000 a year uh uh business right brick and mortar and [26:48] so you're talking about 36 thousand dollars a year roughly um in take-home income it depends on the source of the data but it's around 30 to 36. [26:55] and so our program was 16 000 up front right um and then the back-end program was 42 000 which is literally more than [27:01] someone makes in a year and so the the idea so i'm not against you [27:06] finding higher quality prospects if you can make your product so good that it will pay for itself immediately then [27:12] that is where you really unlock basically unlimited money right if you can help people actually make the money [27:18] to pay for your program rather than asking them to pay for the program and then get the result you you're tapping into like the [27:24] universe right you don't you know there's no there's no limit on the amount of money that you can make and the reason that we were able to make so [27:30] much is because we made so many people so much money like that's the real like there's no other secret to that like we made a lot of people a lot of money and [27:35] as a result of that they were happy to pay us for the money that we were making them most people couldn't afford i would say 50 of the gyms that we sign up can't [27:42] afford the next month's payment if we don't make the money so we have to make the money which is why most gym [27:47] competitors have entered the space have never been able to get to a tenth of our size right it's because they they weren't able to operationalize the value [27:54] the way we were able to so that's that's in terms of like the the value compared to the price in terms of the income of [27:59] the person in terms of niche slapping the simplest answer i can give you might be might be a story so i was talking to [28:05] again agency owner but i guess we live in the marketing world right different different agencies this is an agency coach all right so he coaches [28:11] agencies he's like hey i'm getting all these dms about doing general business um do you think i should go into general [28:17] business and i said i think that's a terrible idea there's a couple reasons one because i didn't think he had earned it yet um but second and probably more [28:24] importantly the question is i was like have you reached the market cap the answer is no of course not doing 5 [28:31] million a year in an industry that does 20 billion or 50 billion whatever it is in the entire marketing agency space [28:36] he's probably not pretty close right so he had risen to his level of incompetence and so it didn't really [28:42] matter him switching the niche that he was going to he was just going to rise up to his next level of incompetence which is going to be the same as what it [28:48] is now but more realistically he would drop to two and a half on here raised to two and a half on here now be ceo of two [28:54] businesses which you can only have like think about this how many publicly traded companies have a ceo that is [28:59] being ceo of home depot and ceo of coca-cola he's like well [29:04] i'm doing both right i'm running two companies because i'm gonna figure out which one explodes it's [ __ ] stupid [29:10] right it's [ __ ] and yeah we do it all the time as entrepreneurs and so you have to pick and then you have to commit [29:15] and then the hardships that you experience are the things that you have to perceive or at least for me that i perceive as barriers that no one else [29:21] will go through there is that when i encounter them once i solve them someone else who comes behind me will encounter [29:26] them and not know how to solve them and the more of these rungs that i pass the more difficult it is for someone to achieve the same thing and so [29:33] at any of the markets but i tend to ask when people come to me i see what like let's say somebody's [29:40] making five billion dollars a year i would just ask them because they're like hey man i'm thinking about switching about switching markets and i'm like [29:45] well why they're like well i want to make more money i'm like cool i'm like well why don't you just double your business [29:51] and still have one business and then inevitably with enough questions it's the answer becomes because i just don't [29:57] know how right it's like well then let's solve that problem and then grow the business rather than [30:03] just feed our egos and have a quick win because you have a couple dms of people who say they want general business [30:08] coaching which will then inevitably flounder once you get into the real space against dudes who make way more money than you are much better at [30:13] business and so like the reason you niche down is because you don't want to you don't want to fight against bigger competitors there is a time to become [30:19] tony robbins right but most people aren't there and so it's much better to cater your marketing and your messaging [30:25] and your product to an individual and in so doing provide outsized returns and [30:30] value which you can then capitalize on right if i had a generic facebook ads program five years ago i might have made [30:36] a few million dollars but because i was able to say hey i'm gonna copy and paste this here's every [ __ ] step of this [30:42] process to turn eyeballs into gold immediately because i didn't have to tailor it right everything out of the [30:48] box was exactly the way it needed to be for that prospect right so nothing else [30:54] needed to change whereas the more wiggle you have in your product because it's individualized and variable [31:00] between markets and avatars and things like that then all of a sudden your your value drops because you can provide [31:06] because you're providing less of it in a very real way because otherwise every single one of the clients should have a [31:11] personally catered uh program but you can't do that because you're not committing to a niche yeah chris just Grand slam offer [31:17] said there's so much to unpack here hurts um there was someone here i know that's uh being in our pipeline for all 50 years [31:23] old uh runs a real estate coaching company he's just like this live is changing my life so [31:29] when we're talking about an offer i think most everyone gets [31:34] how this impacts the very end of their sales and marketing process in that short time at the end of a call where we [31:41] go i think i can help would you like me to share a bit more about what that would look like right and and that's [31:46] what we think that you're telling us to do is create something that makes that part really easy and of course having a [31:51] great offer makes that part easier how do you feel like we should be thinking about and utilizing a grand slam offer [31:57] to improve our marketing is it simply talking more about what it is that we do [32:02] how do you think about that i think each of the bonuses that i was talking about kind of that flash roll of all of the all the problems that your prospect [32:09] doesn't perceive yet like that in my opinion b2b advertising is all about demonstrating expertise in advance when [32:16] you're creating a grand slam offer you have so many problems that are being solved that you can speak to them and [32:21] ideally i would like to speak to them in a way that i know my competition is not solving them and so by doing that i'm [32:26] strengthening myself and at the same time throwing rocks against my competitors because i know that i'm solving problems that they aren't and [32:32] i'm doing that because i've actually done it and they have not and they're making it up because they're looking because they bought a course and how to [32:37] be a guru and they never actually did [ __ ] right and so and many of your competitors are the same way of course [32:43] not you because you're listening to this and that's not you of course but other people other people your competitors right are [32:50] like that right and so the way to to get around that and be able to use the offer is again and have the in-depth knowledge [32:55] of every single problem that's going to happen and then your marketing takes on its own unique language because everyone [33:01] else tries to talk in features and benefits and promises and you can think this is what it means but when you can [33:06] talk about the problems in a very specific way because you've experienced them because you went through it because you know that suzie's always going to [33:12] [ __ ] complain about the music in the gym the bathrooms aren't clean enough mark might get a laugh out of that only [33:17] a gym owner would know that but a marketer who's never been a gym owner wouldn't know that right [ __ ] susie [33:23] right exactly the point is is that if you know the pains then in your marketing my offer is going to have [33:30] components right so i might cover some of those aspects that i know are nuanced pains and solve problems that no one [33:36] else is solving because i'm talking about something else was talking about because i actually did it and i'm saying i is all of us not [33:42] not me specifically tell us about your marketing plan right now and what we can learn from it because you're Marketing plan [33:48] giving away all this stuff for free and i think there is this huge lie in [33:54] our industry which is we we should keep our marketing like we hear like nifty things like we we show [34:00] our know-how but give know how right and so it's like oh we demonstrate we know we're talking about but we actually help [34:06] no one and hopefully they're you know agitated enough they jump on a call and you're kind of taking this very different approach and [34:13] in my experience with gym launch marketing it's always been different you've actually provided a stack of [34:18] value up front so much so that probably makes competitors who provide that same stuff or similar for paid [34:25] in their program pretty scared so so coach us on that for a second we all do marketing whether it's organic or paid [34:31] how should we be thinking about demonstrating value and giving stuff away can we hold on there because i want to add one thing to the last question [34:37] that i think would be a really good thought so from the offer perspective to effect marketing i want to give an extreme [34:42] example because it came to me as you were saying that if you said i will get you this outcome [34:48] for free guaranteed or pay you twice as much as you paid me how difficult do you think it will be to acquire customers [34:55] not hard it wouldn't be hard right at all and so what ended up happening would be the bottleneck would become your [35:00] operational your operations right isn't that so much better of a problem because then you have flow that you can [35:06] then consistently test things on and fix the operations right as you [ __ ] up which you inevitably will in the [35:12] beginning and then you eventually get it right and the other piece of that is that's an extreme example of like [35:17] it's free i'll get to this crazy outcome and if you don't i'll pay you twice as much and if you're like alex that's [35:22] insane what do you think i did for two years flying out to gyms for no cost to them i literally sat at their front desk [35:28] for three and a half weeks in the middle of nowhere spent my own money on advertising paid [35:34] for my own hotel my own flights made the calls made the sales myself did the onboarding and introduction of the [35:40] nutrition plans where i would sell them supplements and i did all of that and that you know how to do anything so if you're like this guy's saying [35:46] something that's totally unreasonable i did it for two years and so like [35:53] i say that because i really do believe in this right and so if you the idea is how can i give away a crazy offer that [35:58] no one would say no to and think how can i get no one to say no to this right and if you're afraid of it that's okay [36:04] that's fear you know i'll just i'll leave it at that anyways and so if you want to right if you want [36:11] if you want to [ __ ] out a little bit you can just take one step back and say okay well everyone would say yes to this [36:16] maybe 90 of people say yes to this and this is something that i'm willing to do okay cool right and so the idea is how [36:22] how few of these pieces can i peel back versus the other extreme which is hey buy my thing maybe you get results maybe [36:28] you don't i don't care i got paid either way it's your fault which is for the most part most coaching offers [36:35] think about that right and if you're like man i'm not confident enough that we're going to be able to deliver on those promises then fix the [ __ ] [36:41] product right and stop selling the [ __ ] you're selling well it's like the why are you selling it to begin with [36:47] if you can't have the strong offer and the strong guarantee behind it then the product sucks then you're never going to make a ton of money because the product [36:52] sucks and you're never going to be able to market it and here's a mind [ __ ] for you all right so i told you that you have a compound there's six channels [36:59] right and one of them compounds and is quadratic the reason the other reason sony the people end up fizzling and popping when [37:05] they become gurus is because the word of mouth marketing that is working against them outpaces them they sold enough people [37:11] and enough people told enough people about how much their [ __ ] sucked that no one responds to their ads anymore [37:17] because you either have a positive quadratic force behind you that is just feeding you every day where you have a negative [37:23] quadratic force behind you but the word of mouth is always happening it's just whether you're controlling it or not or [37:28] whether you know about it or not and so anyways i just wanted to touch on that based on the last question but the question that you just asked [37:36] just repeat it real quick just for everybody on here well i just want to touch on something you just said which is this solves the age old challenge uh This solves the age old challenge [37:42] that people are especially experiencing now which is the coaching industry is more saturated than it's ever been right and there are 101 people that are [37:49] promising the same thing that have the same deliverables in their program more or less and you're now trying to figure [37:54] out how to stand out of the marketplace and the answer is like be bitter like that's really what i'm hearing you say it's not like we're not trying to be [37:59] better wordsmiths or write greater copy it's like actually create a product that's superior so marketing is about [38:05] different businesses about better so everyone talks about blue ocean but you don't need to be blue ocean in the product the product just needs to be [38:12] better and so many times the incremental improvements over time do add up and they do create outsized returns it's [38:17] just hard because it's boring no one's like oh man we should improve our own boarding process that's boring that's not sexy you do a hundred of those and [38:23] all of a sudden a vast majority of your clients are getting results right and then all of a sudden they're like no this program is awesome when someone [38:28] hears about it they tell their friends and then that friend might not immediately sign up but they might go by your book they might go join your group [38:35] right or they might actually now respond to the ad that they've seen 10 times and be like well i did hear something about dan so maybe i will check it out so in [38:42] my opinion i think the word of mouth actually becomes the first tip of the dynamo domino [38:48] and the paid ads actually kind of function as as retargeting even if it's cold you just don't know [38:54] that they have now been they've now touched your brand in some way and once they've had one word of mouth [39:00] or two word of mouth now they will respond to the ad that is called traffic and as far as hiros or whatever it is you know whatever you're [39:05] tracking is right in your in that thing it looks like it's new but it's not they already got touched in other ways and [39:12] then walked in so i think much more in terms of differentiating yourself in the marketplaces you have to have a parallel marketing campaign that is going on on [39:18] your behalf behind the scenes and um one of the questions that i think is very haunting but i think is very powerful is [39:24] right now if i if i were the god of of marketing right thor god of marketing right and i said right now [39:30] you can get no more customers from any any any acquisition methods you're using all right so you can't do you can't do [39:37] affiliates you can't do paid ads you can't do reach outs you can't do any of that stuff all right the only way you can get new customers [39:43] is if your existing customers bring you more customers how different would the experience you have with your customers look if that [39:50] was the only way you could get new clients and if you can think right now how different it would look how much interaction you would have how much [39:56] support would be there how you'd make sure everyone was successful then change that now [40:02] and then they will come so going back to that question of giving away too much Giving away too much [40:07] and this temptation to be really shallow in our marketing and it kind of flicks our expert muscles but not enough to [40:13] actually help people you take a very different approach coach us on that um it's kind of like the [40:20] the age old like what happens if i train an employee and then they leave it's like what happens if you never [40:26] train them and they stay right and so it just faces the inevitability that you're like you got to train all [40:32] your employees right or you got to invest in all your employees and i think you can use the same kind of thought process which is [40:38] well 99 of people what if i give them all this value and they don't buy right well it's like what if you give [40:43] them no value right and all they consume is your fluff and so it's been my opinion that 99 of the [40:51] marketplace will never buy from it and so there's the there's the human side of it and then there's the money side so first just touching on the human side of [40:56] it i sleep better at night knowing or at least believing that more people benefit from the stuff that [41:01] we give out right i feel like that's a net positive just in general right so that and i think most entrepreneurs i [41:07] talk to they say hey i want to make an impact i want to help people to the degree which that's true i don't know but whatever it sounds nice and so i [41:14] think that if that is true for you then why not give away more um in a recent goal for myself as a total tangent but [41:20] i'm going to go for it anyways is to is to die the man who gave them most um and that's i maybe i'll never achieve that [41:26] but it's a nice goal for me um on the money side a couple things one is [41:33] if you give enough you don't have to ask so you've heard of the jab jab jab right hook thing right [41:38] let me tell you real [ __ ] secret you can just jab jab jab and never ride hook and people will just lay down [41:45] and say you win the amount of dms i get a day that offer me between 50 and 250 000 for [41:51] a day or an hour per day is staggering [41:57] that's not an offer i have that's nothing and i don't sell it right but because there's been enough [42:02] value that they believe has been i've there's a threshold that has been met or surpassed and they're [42:07] like and most people have reciprocity most people are normal people and if they receive something they want to give [42:13] something back and the idea behind marketing in my opinion is to trigger that in people [42:19] is how can it give them so much that they would feel unreasonable or guilty to not pay me and i can't tell you the [42:24] amount of times where i had somebody who read the gym launch book which is the first book i wrote a few years ago for the gym industry and uh they read the [42:31] book and they're like dude your book tripled my business i i'm here a year later and um i just i had to you know i [42:37] had to see what he's like you could do nothing and i would just be happy to sign up right and i think that in terms [42:43] of the fear of giving stuff away it's pure scarcity and i'll define that because i think scarcity and abundance [42:48] are thrown around a lot in the marketing community but no one actually like defines it kind of like value and so my definition of abundance [42:56] is or being abundant is being someone who cannot be controlled because they need nothing and so if i [43:02] don't need anything you cannot incentivize me and therefore i cannot be controlled which means i'm purely autonomous which means i don't need to [43:09] give you anything to get something back because i don't need what you have and so i think what ends up happening when [43:15] you do this very valued value-centric or value first approach is that you inevitably end up playing the long game [43:22] and as a further tangent which hopefully then will let me expound upon i think that one of the most undertalked about [43:28] concepts in the marketplace is goodwill and i think that goodwill compounds and i think it compounds fast food than [43:33] revenue you can get outsized returns on providing value into a pool of a [43:39] marketplace and that goodwill will multiply far faster than your asking will and if [43:45] you can hold off long enough you won't ever need to ask you can just keep giving and so the idea [43:52] of like when am i giving enough is chilly like give everything you have [43:58] and the reality is that most of the stuff you have and i'm saying this not as a pejorative [44:03] statement i'm saying this is in general most of stuff you have might not be that good and what it will do is it will force you [44:10] to get better and if there's ever been like a single consolidated statement of like what alex [44:15] believes about making money it's people just need to be much better than they are [44:20] and most people suck at most things they do especially the things they think they're good at a lot of you probably would think your [44:26] competitors are not that good your competitors don't think you're that good and so the question is how can we how [44:32] can we make it so it's so unreasonable for them to like i used to and this used to be in part of my marketing i was like [44:38] people might say that they don't like our methods i was like but no one's ever said jim doesn't make people money what Biggest mistakes [44:43] are the biggest mistakes or i would say what is your advice to us to get to [44:48] for everyone under a million in revenue to get to a million in revenue from like high-level business principles and then [44:56] and this is the this is the key part that you were 100 qualified to answer on get to a million and take home [45:02] pretty much until about three million per year in revenue um the advice pretty much holds which is one product one [45:08] avatar on one channel and here's what's hilarious i'll bet you there's a bunch of people on here who have more than one [45:14] thing going on and they're probably also selling more than one product they're also selling to more than one avatar let's think about this if you could only [45:21] pick one avatar to sell to and one product to sell them in only one way or one channel to access them [45:26] how much easier would your life pay how much more quantifiable and simple would that feel does anyone here even thinking [45:32] about quitting all the side hustles that they're talking about or the half project that they think might become something i'm doing these two kind of [45:38] businesses i'll see which one works out the answer is either of them will work out but neither of them with an n [45:43] neither of them will work if you try to do both and so the issue is not even time the issue is detention you only have so [45:49] much attention you only have so much juju right there's only so much heat uh and you have too many pans on the heat's [45:54] not concentrated enough and so you got to put the juju on one problem because believe it or not the guy who's crushing you that's what he's doing [46:01] and so you're trying to compete with two hands tied behind your back against people who are putting every single ounce of their life into just solving [46:07] one problem if you do that life gets a lot easier and for me i would rather make business easier than harder and so [46:13] that's kind of the idea is how can we stack the chips in our favor so that it would be unreasonable for us not to be successful [46:18] if you only had to solve one problem for one avatar and you only had one way that you were going to approach them even if [46:24] you didn't know how that channel worked even if you weren't perfect to solve in the problem since you only have to do those things [46:30] you will with enough iteration to solve it and then the marketplace will reward you what are you saying people need to Whats important to keep in mind [46:35] keep in mind when it gets to that one million in take home which almost you know no one gets to even the people that [46:41] are in freaking eight figure land spending 700k a month on ads what's what's important to keep in mind there [46:46] are what mistakes do people make when not not making a profitable business the lifetime gross profit per customer has [46:52] to be higher so to go from three to ten you don't really need to change anything besides making sure the customers are more valuable you can do that by [46:58] improving the product and just like if you have a recurring based business it's reducing turn most the time and optimizing pricing or adding a single [47:05] you know high value additional you know service level right um and again you [47:10] might think well that's adding operational complexity the answer is yes it is adding operational complexity but people who make 10 million are more [47:16] skilled than people who make three million dollars and so that is a skill that you need to acquire you know in the path of getting there are there [47:23] exceptions absolutely but these are kind of obviously broad-based for if i'm talking specifically to high-ticket [47:29] coaches who are in a niche usually going from three to ten million is going to include increasing the lifetime value of the customer in some way either by [47:36] introducing a back-end or keeping them longer the other piece of it from what you were saying earlier is that if you have to spend that much money on [47:41] marketing it means the product's not that good last question i have for you alex because it's a big question why did you write the book and what's your new Why did you write the book [47:48] mission if it's not helping gyms be super profitable yeah so right now we're just helping businesses that are doing [47:54] about five million and up um get to you know 30 50 million dollars a year because now we've done it four times um [48:01] in the businesses that we own 100 of and so now we're just doing it and participating um in it so we just invest [48:06] in those companies we basically function as a makeshift exec team so we've got a cfo cool there's me [48:13] vp sales and so all of those things basically functioning because usually at that five million dollar level the issues you don't have enough talent not [48:18] enough experience and so we can just go inject those in and then de-bottled like all the things that we know because we've done that so many times and so uh [48:25] in terms of the marketing perspective i don't really have any desire to sell masterminds coaches or courses because i don't need to you know i mean the [48:31] businesses that we own already pump out tons of cash flow and i just don't need to do it nor do i really have the desire and so the idea was i'll just make [48:37] basically my goal is to make the best internet marketing business that exists to make everything and then if they're you know if someone [48:43] wants to get to that next level they've already proven themselves uh able to execute on the concepts that we [48:48] gave away for free then it means that they're not gonna need handle holding for me um which means that i've proven that the information works because they [48:54] executed on it and they've proven to me that they can do it um and so it's kind of it works off of shared uh press right [49:00] off the bat and so that's that's kind of the goal with the business and the real real is that i think that when i die nothing's going to happen and that [49:05] there's really no such thing as legacy and if i have 100 generations people forget who i am it makes me feel good [49:10] i love that i'm like giving you someone up in one minute guys um please share some love to alex uh alex thank you so [49:16] much he is the man that has nothing to sell you plenty of people broken the world he doesn't want you to be one of [49:22] them so make sure you check him out and dive deeper into stuff alex appreciate your friendship appreciate your input [49:27] this has been amazing have a great day dude appreciate you guys thank you for having me

===FILE=== oNG9AXBcJ7M - You Don’t Need a New Business.txt
https://youtu.be/oNG9AXBcJ7M
You Don’t Need a New Business

[0:00] I sell landscape lighting and exterior [0:03] lighting basically to homeowners north [0:06] of half a million dollars for the value [0:08] of their home. [0:09] Well done. Seriously, [laughter] really [0:10] good. [0:10] I'm at 3 um 10 revenue 310K um 142 [0:15] IBIDA. And what's stopping me is I [0:17] literally make all of that money from [0:20] that lighting division. [0:21] Temporary lighting, so holiday lighting. [0:23] So now I know I need to add on landscape [0:25] lighting, permanent lighting to be [0:27] sustainable all year round. Okay. [0:30] I haven't started advertising for [0:32] landscape lighting except for the warm [0:34] outreach that I've done to my temporary [0:35] lighting customers. So now I need to [0:37] start working on improvement acquisition [0:39] channel for new customers [0:41] and that's what's stopping me. [0:43] Okay. And it's usually like Christmas [0:44] lighting type stuff. [0:45] Yeah. [0:45] Okay. When you when you spin that up [0:48] every year, do you just hire a bunch of [0:49] temps and then you guys put them all up [0:51] and then you fire everybody kind of [0:52] thing? [0:53] Unfortunately, yeah. But we also have a [0:55] washing side. I talked to Ed about that. [0:57] We we might kill that. [0:58] Okay. So, I didn't really want to get [0:59] into the weeds of that, but I keep a [1:01] couple on that do washing with me. [1:04] Washing, [1:04] exterior cleaning, concrete, house [1:06] washing, gutter cleaning. [1:08] That's actually a pretty decent [1:09] business. Side note, but um Okay, [1:11] thanks. [1:12] You're like, I'm selling water, [1:13] [laughter] you know, like not a bad not [1:15] a bad gig. Um Okay, but you prefer the [1:18] lighting business because it has higher [1:19] margins and Okay, [1:21] so two potential ways to think about [1:23] this. So one way is you look at the [1:25] Halloween store which you probably heard [1:27] of and they you know they run for 90 [1:29] days or two months whatever it is [1:30] leading into Halloween and they every [1:32] year just do more and more of it and [1:33] that's the model and he just sticks to [1:35] that and he just takes off the rest of [1:36] the year and so then the question [1:38] becomes how do I continue to gain access [1:41] to a scalable workforce that is that I [1:44] can basically turn on overnight and [1:46] train up in a weekend to do all you know [1:49] basically to deliver all these services. [1:51] So that is not an unattractive business [1:54] to be clear. I mean a lot of people [1:55] would love to own a business that they [1:56] only have to work 90 days a year uh and [1:58] they just I don't want to say chill but [2:00] like kind of right. And so, uh, the [2:04] other nine months of the year for that [2:05] business would be you building out the [2:07] the inroads and laying in all of the [2:09] basically building out the rapid work [2:11] infrastructure so that when people come [2:13] in, it's just like boom, this is the [2:15] training or like boom, we we send our [2:17] messages out, you guys have 14 days to [2:18] respond and you know that every year you [2:20] get verbal commitments around the year [2:21] from 100 people and you know that that [2:23] translates into 20 people who are [2:25] actually proficient in work and so then [2:26] you just work your your basically work [2:28] backwards from the model. Does that make [2:30] sense? Yes. So that's the Halloween [2:31] store path, which I don't think is [2:32] necessarily a bad path. Like when I have [2:34] something you're like, "Okay, I'm making [2:35] 310 on 500." I'm like, "Cool. Let's do [2:37] like 5 million and make three million. [2:38] Like that sounds chill." Yeah. [2:40] Right. Rather than like, "How do I start [2:42] another business [2:43] to like give my people something to do [2:45] in the meantime?" So if I'm you, I would [2:48] probably try and say like, and Leila has [2:50] a great frame on this, which is when I'm [2:52] when we're looking at two business [2:54] decisions, there's always problems on [2:56] either side. And so we ask the question, [2:58] which problem would we rather solve? or [2:59] which problem do we feel like we're more [3:01] equipped or more likely to solve given [3:03] our current resources, skill sets, etc. [3:05] And so if we're looking at this path, [3:08] path one would be like, do I believe [3:09] it's within my skill set to build the [3:11] network nine months a year and build the [3:13] training out so that when people when I [3:15] send the the mass blast out like we're [3:17] about to go into high season uh ready to [3:19] rock and roll, I can get this percentage [3:22] of people and I can get them trained up [3:24] in a weekend and then we're off and [3:25] running. Do I want to solve that problem [3:28] or do I want to build out basically the [3:31] ascension path from temporary lighting [3:33] to permanent lighting and kind of build [3:35] that whole other business? [3:37] Okay. [3:37] The way I asked the question seemed [3:39] one-sided, but like that's that's a [3:41] that's a it's a real question. [3:42] Yeah. No, it's it's a real question cuz [3:44] I could spend nine months doing that, [3:46] but I'm not going to lie, I think I may [3:47] just get like a little bored, you know, [3:49] through the rest of the nine months. [3:51] Yeah. [laughter] [3:51] Get a dog, you know. Uh [3:55] Well, one of the things you can do and [3:57] like, okay, so okay, so I define [4:00] patience as figuring out what to do in [4:01] the meantime, [4:02] right? So, we have to figure out [4:03] something for you to do in the meantime. [4:04] And so, the question is, what can I do [4:06] in the meantime that could make my core [4:08] business money during that high season? [4:10] Yeah. [4:10] Well, I could probably pre-sell that [4:12] season all year. [4:14] So, I did do pre-sales basically last [4:17] month. Um, we do our pre-sale just, you [4:19] know, get cash flow. And just real quick [4:21] side tangent, basically I went to a [4:23] permanent lighting training end of last [4:24] month. [4:25] Cool. [4:25] They actually said you can lease that [4:28] permanent lighting essentially, you [4:30] know, year round lighting if for all [4:31] y'all that don't really know. You're [4:33] [laughter] [4:34] Yeah, year round uh lighting, but [4:36] basically, you know, have that just [4:38] recurring every single year. So, they're [4:40] leasing it basically and then if they [4:42] want, they could buy it out. So, I was [4:44] thinking about upselling those [4:45] customers. We have one year, three or [4:47] five year contracts and then upselling [4:48] the people that are on those contracts [4:50] for just year- round lighting and say, [4:51] "Hey, do you want this thing all year?" [4:54] And it's not going to cost you the 6 to [4:56] 10k if you don't want to pay that [4:58] upfront. Of course, we'd like that. But [5:00] then offer that same exact price every [5:02] single year. [5:05] I don't think it's a bad model. Which [5:07] one would you rather do? I think both [5:08] will work. Honestly, I'm leaning towards [5:11] just figuring out the landscape lighting [5:13] because I don't think it's that hard. [5:15] Okay. [5:15] Great margins to add on to the business [5:18] in my long-term play. Yeah. Of making [5:20] this scalable potentially to other [5:22] markets. I would like a full year round [5:24] business instead of just seasonal. [5:27] So, I'll say this. It's not that it's [5:29] not a year- round business in the first. [5:30] This is me trying to convince you of [5:31] this is kind of for everybody else, too. [5:32] Um, it's not that it's not a year- round [5:34] business. It's just that you do delivery [5:36] for 90 days. [5:38] You're [5:38] right. The fact that you're not working [5:39] the other nine months is the problem. [5:42] You're right. [5:43] Because could we take 500k and make it 5 [5:45] million if you worked the other 75% of [5:47] the year? [5:48] Yeah. [5:49] Rather than kind of like creating this [5:50] other business to keep yourself busy. [5:54] Okay. [5:54] Like that's how I think about it. Like [5:56] you're like, man, if I work I work a [5:58] little bit, I make I make 500 I make 300 [5:59] grand in a quarter. [6:00] I'm like work a lot of it and maybe make [6:02] 1.2 million [6:03] in the next year. That's with zero [6:05] changes in like current capacity. [6:07] Yeah. And honestly, you answered my [6:09] question. If Sammy's in the room, really [6:11] sorry. I tried to ask her a question. [6:12] She's like, I need literally 98 other [6:14] data points, but you [laughter] figured [6:15] it out. Because that's literally the [6:18] problem I run into is like [6:20] I had to pull all my advertising, all [6:22] that stuff last season because [6:24] I hired on all these people. Yeah. Half [6:26] the people don't know what they're doing [6:27] all the way. There's no time to train. [6:29] So, yeah, [6:30] that makes a lot of sense. What'll [6:31] happen? What would happen next is like [6:32] if you went the other path of if you [6:34] decide to do the the temporary leasing [6:36] thing, um the demand that you'll be able [6:38] to generate for temporary lighting will [6:41] still exceed your capacity with your [6:43] existing workforce on the recurring [6:45] work. So you're going to have the [6:47] problem either way. [6:48] Yeah. [6:49] So which problem would you rather have? [6:51] Okay, [6:51] that's a U problem. Business-wise, [6:54] either model works. I would recommend [6:55] not doing both. [6:57] Yeah. Okay, [6:58] cool. [6:59] Thank you. Yeah, you bet. Thank you. If [7:01] you're a business owner and you are not [7:03] growing as fast as you'd like, I'd like [7:04] to give you a free gift. So, my team and [7:06] I put together the $100 million scaling [7:09] road map, which is basically 200 hours [7:10] of us looking over all the portfolio [7:12] companies we've had and what stages of [7:14] growth they went through and more [7:16] importantly where they got stuck and how [7:17] they got past it. And so we broke it [7:19] into these 10 stages and we made this [7:21] little kind of quiz thing where if you [7:22] put in your business information, it'll [7:24] tell you where you're at and the most [7:25] important part for you, what to do for [7:27] each of functions of the business across [7:28] product, marketing, sales, customer [7:30] success, recruiting, IT, human [7:32] resources, and finance. And so no matter [7:34] what you're struggling with, someone [7:35] else has already struggled with it and [7:37] solved it. And so I'd like to give you [7:39] this thing absolutely free. You can go [7:40] to acquisition.com/roadmap, [7:42] plug in your business information, and [7:43] if you want us to actually help you [7:45] deconstrain the business and you're [7:47] trying to scale, we'd love to help you [7:48] out on the thank you page. You can just [7:50] book a call with my team and we will [7:52] look at the business, see if we can [7:54] help, and if we can, we'll invite you [7:55] out to Vegas and we'll do this in person [7:57] live.

===FILE=== oSPFHI0M1_k - Why Your Ads Stop Scaling.txt
https://youtu.be/oSPFHI0M1_k
Why Your Ads Stop Scaling

[0:00] I'm 21 years old and me and my wife are [0:02] currently running a VSSL funnel. [0:05] Yeah. [0:05] Selling a subscription program on the [0:08] love relationship niche. [0:09] Okay. [0:09] And it's generating around like 600,000 [0:13] per month in revenue. [0:14] Super cool. [0:14] With a three to one ratio. [0:17] Great. [0:17] And our goal is to make a million dollar [0:19] per month. [0:20] Sure. [0:21] However, we are only use Facebook ads [0:24] and the revenue tends to fluctuate a lot [0:26] on a daily basis. Yeah. And when we put [0:29] a lot of money on the CPA goes up like a [0:32] lot. [0:33] So my question is on three key points. [0:36] The first how would you solve this to [0:39] make like the result as consistent as [0:42] possible? Second how can we scale from [0:45] the 500k 600k to 1 million per month. [0:50] And third, what is the difference in the [0:52] mindset between someone who makes a [0:54] million dollar per month versus someone [0:57] who makes a 500k? [1:03] So [1:06] rather I'm going to put a pin in the [1:08] mindset thing for a second. Um, so big [1:11] thing number one is that most people [1:12] underestimate, wildly underestimate how [1:14] much more creative and how how much [1:15] better the creative needs to be to [1:17] continue to scale. And so where's my Old [1:19] Spice? [1:21] Right. The the level of so that that ad [1:23] campaign. So he made the Old Spice ad, [1:24] which is like one of the legendary ads [1:26] of all time. Um [1:29] that ad was so good that it converted [1:31] everyone. [1:33] And so I just see it as very much you [1:35] have the levels of awareness. Uh Eugene [1:37] Schwarz talks about this in breakthrough [1:38] advertising in terms of what types of [1:39] hooks you're using. And so at the at the [1:41] highest level, you have unaware people, [1:43] then you have problem aware, you have [1:45] solution aware, you have product aware, [1:47] and then you have most aware, which is [1:48] typically your your your most recent [1:50] customers, right? And so when we think [1:53] about scaling ads, we write hooks to [1:57] those different audiences. And so if you [1:59] run an where's my uh so you guys do your [2:02] uh reactivation campaign to uh home [2:04] services. So you just go to most aware [2:06] people and you just make them an offer. [2:10] So they don't have to educate them on [2:11] what home services are. They don't need [2:12] to explain why it increases the value of [2:14] a house. They just make an offer, [2:15] period. And that's their advertising. [2:17] But the issue there is that that doesn't [2:19] work at all for anyone who doesn't [2:21] already know who this person is. And so [2:23] that's the kind of equal opposite [2:24] extremes where on this level there's [2:26] just a hilarious ad. And when you're [2:29] doing at the top level, it's based on [2:30] curiosity and entertainment. a level [2:33] below that when you're uh when you're at [2:35] pain based. If you've ever seen the ads [2:36] that are like, "Do you have trouble [2:38] sleeping at night? Do you pee six times [2:41] a day?" You know, whatever, right? Like [2:42] whatever the thing is is that they that [2:44] hook could lead you to ashwagandha [2:47] route. It could also lead you to a sleep [2:49] program. It could also lead you to [2:51] orthotics. Like it's so broad, but it [2:53] starts with the pain. Now, solution [2:55] aware is what you might not have known [2:57] about ashwagandha compared to compared [2:59] to these orthotics is that Ashwagandha [3:00] blah blah blah. So now you're comparing [3:01] things, right? And so you the hooks are [3:04] based on the audience that you're going [3:06] after [3:08] and the quality of the creative itself. [3:10] So those would be the two variables [3:11] which typically most people need to make [3:12] significantly more creative to expand [3:15] your ads. So like many people here who [3:17] run ads have this artificial limit that [3:19] you guys have hit. Who here has run ads [3:21] and is like I'm good up to here and then [3:23] after that I can't. Right? [3:25] The difference between here and here is [3:27] just the quality of creative. [3:31] Number two, CRO. So, conversion rate [3:33] optimization. And so, you have a VSSL [3:35] funnel. This is what I would test in [3:38] order. The first two things is I would [3:40] test, you probably already tested the [3:41] headline on the on the VSSL funnel a [3:43] bunch, but have you tested the first [3:44] five minutes of the VSSL? [3:47] It will give you one of the biggest [3:48] lifts in conversion rate is basically [3:50] just slice out the first five minutes, [3:52] reintroduce it tighter, package it, put [3:55] some more proof up front, make sure they [3:56] know they're in the right place, and run [3:59] two, three, four, five variants. you [4:01] will be able to see 20% 30% lifts to uh [4:04] cost to acquire or decreases rather um [4:08] in CAC just from running the actual VSSL [4:11] uh slicing out the front end and then [4:13] testing the intra um the last piece is [4:16] that you're in a bidding war and so [4:19] these things these first two things will [4:21] get you lower CAC that's what this is [4:23] right better creative CRO that lowers [4:25] the cost to acquire customers the other [4:27] one the back end is increasing how much [4:30] you can spend [4:30] Right. And so, do you have a backend for [4:32] the VSSL that you have? You do. [4:35] I have two upsells. One is 97 and the [4:39] other one is 67. [4:40] Yeah. It's a phone team though. You [4:42] You're doing low ticket upsells. You [4:43] need a high ticket upsell. [4:45] Okay. [4:45] Yeah. You need like a $5,000 $10,000 [4:48] thing. [4:50] And so, the big difference between [4:51] people like who can get, you know, and [4:54] the and the number of 600k versus a [4:56] million doesn't really matter. it's more [4:58] about uh just more fundamentally. So [5:04] whenever you add phones, you always can [5:05] get a double or triple in terms of LTV. [5:08] And so it's just like when do you pull [5:09] that lever? And so you got to here on [5:11] 600,000, you might be able to get to 2 [5:13] million a month just from doing these [5:14] three things. If you were a business [5:16] owner and you are not growing as fast as [5:18] you'd like, I'd like to give you a free [5:19] gift. So my team and I put together the [5:22] $100 million scaling roadmap, which is [5:24] basically 200 hours of us looking over [5:25] all the portfolio companies we've had [5:27] and what stages of growth they went [5:29] through and more importantly where they [5:31] got stuck and how they got past it. And [5:33] so we broke it into these 10 stages and [5:34] we made this little kind of quiz thing [5:36] where if you put in your business [5:37] information, it'll tell you where you're [5:39] at and the most important part for you, [5:40] what to do for each of the functions of [5:42] the business across product, marketing, [5:43] sales, customer success, recruiting, IT, [5:45] human resources, and finance. And so no [5:48] matter what you're struggling with, [5:49] someone else has already struggled with [5:51] it and solved it. And so I'd like to [5:53] give you this thing absolutely free. You [5:54] can go to acquisition.com/roadmap, [5:56] plug in your business information, and [5:57] if you want us to actually help you [5:59] deconrain the business and you're trying [6:01] to scale, we'd love to help you out on [6:03] the thank you page. You can just book a [6:04] call with my team and we will look at [6:07] the business, see if we can help, and if [6:09] we can, we'll invite you out to Vegas [6:10] and we'll do this in person live.

===FILE=== oi7bnS8uyJM - 30 Minutes of sales training that will explode your business.txt
https://youtu.be/oi7bnS8uyJM
30 Minutes of sales training that will explode your business in 2022

[0:00] i was asked to speak at the war room mastermind which is a thirty thousand dollar year mastermind i think it's a two or three hundred person program run by ryan dice perry belcher and roland [0:08] fraser and it's a it's a great program and i was asked to speak on sales i have given versions of this sales presentation a handful of times but this is the best one that i think captured [0:16] the audio and the visual and everything kind of put together and it's condensed into a 30 minute video so i think you guys will absolutely enjoy this so if you're building your first sales script [0:24] if you're scaling a sales team and you want to make sure that you can onboard new people and get them selling at the same percentage or better than you are right now which for many people is [0:32] biggest bottleneck especially when you're coming to for your first million or first three million per year scaling the sales team is one of the most difficult tasks and so i've broken this down into three frameworks that i've [0:41] used very successfully to scale lots of different sales teams i say that the the company i'm referencing in this video has 14 that one company already now has [0:48] almost 30 sales guys so this process continued to work past when i made this presentation so if you're trying to scale sales you want to close a higher [0:56] percentage you want to get more guys closing at that same percentage or better than yours and if you don't know who i am my name is oxford mozzie on acquisition.com we had a portfolio at [1:03] this moment of six companies to do 85 million a year keep being awesome love you and enjoy the video what i'm going to be breaking down today is the scripting process that we've [1:11] applied for calls right and so as the world's worst marketer i set my first email this year i was very excited about it we've been in business for 10 years [1:19] uh pretty big stuff and it was because i couldn't get webinars i couldn't get vsls i couldn't get all the fancy stuff that you guys get to work um and [1:28] so i went back in time and just was like if i can just get them to give my phone number i'll be able to get them to like buy [ __ ] from me and so i went and called back all these webinar leads that [1:36] never showed up or never bought or whatever and ended up doing like 100 000 in sales in a day and i was like wow this is so much easier and so [1:45] over time i've consulted with sales teams i've uh trained and owned four high ticket performance teams i think we have [1:53] 12 or 14 sales guys now it kind of rotates and so what i want to do is kind of show you what we've done to consistently replicate the skill of sales in another human being would that [2:01] be cool all right so if i can add like 10 to your conversion rate in terms of how you attract better closers how you script the process out and how you [2:08] should close more deals and scale them to incentivize them would that be valuable for you guys all right sweet so these are the uh three frameworks that transform losing [2:16] funnels into cash machines that was my real life that was a picture of my actual first funnel and that's what it became and so these are the three fails uh the frameworks [2:24] number one closer framework how to ask questions prospects to say yes adding this to a funnel instantly can make it profitable alright this is my personal [2:31] experience number two is a conviction framework all right how anyone who believes can outperform a seasoned sales rep by simply learning control their tone [2:39] really important this is one of the biggest things that most sales people miss number three the scaling framework how to easily duplicate this process across sales people in any niche in seven days [2:48] or less so seven days from now we can do this would that be cool all right let's rock so number one the closer framework [2:56] after going through hundreds of scripts i've bought grand stuff for about the wolf of wall street stuff i bought all that stuff and going through my own sales processes i learned that the the scripting process [3:04] even was simpler i think than it's portrayed it's not that it's something to be sold against but um every sales script that has been [3:12] absolutely gangbusters has been a question-based framework that is based on this process all right and this works for b to c sales works for bsb uh b2b [3:20] sales it works for 500 tickets it works for 100 000 tickets the process is the same and so this is the acronym closer framework as i said world's dumbest [3:28] marketer so i made it nice and easy to remember all right so c clarify why they are there when i look at creating a script the first thing we ask is like [3:36] why the hell are you here what made you reach out to us today what was the thing what is the goal you're trying to accomplish right two label them with a problem we can't [3:44] cure cancer unless they admit that they have it right has anyone had that situation like i just wanted to find out more information you ever had that right well it's like well i'm assuming [3:53] you're not hopping on sales calls all day just running for fine information is there a problem you're trying to solve oh you're fat got it all right boom see that's a problem we can solve it after [4:01] that i'm sure i'm assuming i'm not the first guy you've ever dated right so is there anything else that you've had happen in the past that got you here that didn't work i'd love to know more [4:09] about it s once we've gone through the pain we saw on the vacation right there's a process that i'll walk through e we explain away there are concerns because obviously same people don't make [4:17] decisions on the first call unless you're a closer in which case they do which i'll talk about and then finally and this is something that we actually added in my original framework for my [4:25] first couple years was close and then we added the r because when you do this it actually transitions into the onboarding process [4:33] that will get higher ltv per customer lower churn lower refunds or chargebacks which are sales guys and you will be happy about cool $100M Offers: How To Make Offers So Good People Feel Stupid Saying No (Hardcover) acquisition.com [4:41] all right let's rock so we'll examine each one more closely clarify why they're there these are the questions that sounds like what made you come in today what made you reach out what's [4:48] your goal right now why is that important to you why that number specifically what does that what does it resonate for you right why is that real l [4:56] the questions that we're looking is like okay so what i'm hearing is xyz usually does that sound about right right really simple but very important it's a milestone that has to be hit in [5:05] the process all right then we overview all right this is where we're gathering all the intel and for some of you guys my goal is that you can take this to your sales team or your sales director [5:13] and run your script through this framework and then see where you can plug it you probably have some of it but if you're missing one or two of these questions with milestones you're losing [5:21] conversions on the call like you're closing people who already had those obstacles covered but everyone who didn't have two of these questions covered you lose them [5:30] and you don't know why you watch the sales call and you're like what the hell happened here right so what have you tried so far to accomplish that how this is what we call the pain [5:38] cycle it's a four-step process what have you tried so far to accomplish this how long did you do that for how long ago had that worked for you what else have [5:45] you tried right so we just do that cycle until they're like oh yeah that's it now that you think about it i've tried everything under the sun like i can't imagine what that's [5:53] felt like wow right it's not your fault you're so close you're six inches away [6:00] 6 minutes right and i think you've had this one thing which i'm about to show in a second we could be able to help you wanna hear about the program fantastic that's when you transition to sale right [6:08] so sell them a vacation the number one thing that people mess up our sales pitch on the call is under three minutes [6:15] three minutes 180 seconds when we talk about um i think someone was asking about what are the bullets on the page [6:23] we don't say anything about that because what we're trying to do is get them to understand what they're going to experience not how they're going to experience it [6:30] right and so when we have a sales pitch just about every time we sell three things right and it doesn't matter what industry and i was training a mortgage [6:38] leads team and they were selling leads right it was like the leads are exclusive they're timely and they're qualified right so we talked about hey $100M Leads: How To Get Strangers To Want To Buy Your Stuff (Hardcover) acquisition.com [6:46] you've had leads in the past ah well the zillow leads my real estate people right the zillow leads are not they are timely but they're definitely not exclusive [6:54] these are people just window shopping right our leads are different three things you can always find them you're selling fitness you're selling fitness nutrition accountability right and so [7:02] what we do is when we say the three bullets get them to understand yes that takes five seconds cool fitness wise we get the commitment this is what i need you [7:10] to do fair enough let's be like and you should work out three days a week can you do that awesome if we see any hesitation you have a 30-second story [7:18] that's memorized most of this script and this is what makes it scalable is a question-based framework which means if you get lost you can find your way back [7:25] again if anybody here have scripts that are like paragraphs and stuff anyone okay like no no one has a script that's paragraphs and pages [7:33] please we all know um but if you have those things it'll totally mess it up because then the sales guy gets lost and then he's just [7:42] free balling and he has no idea where he is hot dog in the hallway no idea what's going on right and so the point is here little visual anyways [7:50] is that when we're telling the story like with the fitness example i would say hey when you failed in the past like right now do you have a do you have a favorite tv show game of thrones [7:59] that's awesome do you feel like like you got to get motivated watch game of thrones you're like oh man i've been wanting to watch it but i just can't get up the motivation to watch tv they're [8:08] like well no i don't have that it's like right and so that's exactly how we're going to make your fitness program so if you look forward to you don't need the motivation and the willpower because [8:16] that's why you failed in the past they're like oh i didn't talk about the workouts the heart rate and the calories they're [8:24] going to burn and they're going to sweat because all that [ __ ] sounds like work right but what they do get is exactly what they want which is wait so you're telling me that if i actually like [8:32] something i'm not going to even have to try and it's going to feel like watching tv because i look forward to it it's exactly what i'm saying and if you can deliver you make tons of money and [8:41] that's the point so each of those points your sales guys should know what that anecdotal story is [8:48] right if i was selling accountability anywhere of kids anyone here tell their kids to brush their teeth and we have their kids who brush their teeth say they don't want to brush their [8:57] teeth anyone tell their kids even though they want to brush their teeth to brush their teeth anyways and now you're an adult did your parents do that to you [9:05] do you brush your teeth that's an example of external accountability turning into an internal habit that's exactly what the accountability we're going to do in this [9:12] program just does that make sense great done next bullet that's how you transition the pitch right so if you think about this process why are you [9:20] here i have cancer i think we might be able to help you out but i don't want to get into that because i don't know about you like i don't know what your situation is tell me what you've done ah [9:27] that sounds that sounds great that makes sense okay i think we might be able to see a little bit about that all it is i tell three [9:35] stories that make complete sense to everything you just told me and then we transition and so um i pretty much just covered this [9:42] um but we call it selling the vacation not the plane flight right and so we're not selling tsa we're not selling your modules you may plan your macros you work out your support team your urls [9:50] your whatever right we're selling maui we're selling the final destination and it doesn't matter what level of service you are selling you're always selling the same [9:58] thing it's always maui it's just how do you want to get there you want to swim to maui right do you want to take a boat to maui do you want to take a normal flight or do [10:06] you want to take a private jet to maui right it's your call you're getting them out either way because we're a man of our word and i'm not going to sell you something that's not going to deliver right but it's going to be a little [10:14] different a little bit rockier but we're going to get you there all right so everyone gets to maui the variables are the squeak the speed and the quality of the journey all right the likelihood of arrival is assumed [10:22] so since it's always the same thing you probably have multiple levels of business um but it's always the same process right and so once we have that [10:30] they're like got it and then we just make the ask all right from this point going forward it's explaining away their concerns like any human being would [10:37] normally do i could drill price over comes with you but i think it's more valuable to explain the thought process behind price stall [10:45] and decision maker objections alright so the first and obvious one is i can't afford it anyone get this one right a couple people [10:53] two people have gotten this you guys have the best leads give me your leads um and so the easy question that i use to [11:00] 11 minutes explain to our sales team because it's really about breaking their lease beliefs is if we were giving away ferraris right now for five grand [11:08] do you think they'd find a way to get the money yes so that simply they do not understand the value you're trying to provide and [11:15] if you can get your team to believe that then they understand that it is always their fault if someone cannot afford the program does that make sense [11:23] fantastic second decision maker clothes one of the hardest things to overcome right i gotta have my business partner i [11:30] gotta have my husband my spouse my whatever right so we give a specific process that we go about this and so what we do is in the very [11:38] beginning we just say we circumvent then we go over past agreements and then we ask for forgiveness all right this is the best way that i've seen to overcome this so [11:46] the first thing we say is well what if they say no one out of three times they'll be like i'll probably do it anyway so we're like let's get started boom it's done you'd be amazed how many [11:55] times that actually works it's hilarious if they say well then i wouldn't do it then we divert we say well what do you think their biggest [12:02] objection would be about it because now they're just using a foil even the person's not there and it's no idea what the program is because they're not involved with the call right they're like well i think this and at this point [12:10] we can attack the actual obstacle even though the decision maker isn't there now if they still if we still can't overcome it then we go to past agreements we say well does your [12:18] business partner know that you guys are struggling on sales well yeah does he approve of that well no then why would he be against something [12:25] that he already doesn't approve of that doesn't make any so why would he being it's a business partner solving a problem what you do well it's great you're being a great partner let's go right and so we try and [12:34] rely on past agreements that are obvious and use those to project into the present right and then finally you know sometimes it's [12:41] better as for uh forgiveness and permission right and so we'll tack that on to then you can put that at the end of any of the closes [12:48] and so when we're dealing with this with price it's value with decision maker we go on past agreements and with stalls we just teach [12:57] people to make decisions people are so afraid of making the wrong decision they're petrified and so we do is we literally teach them on the call [13:05] here's how we make a decision these are the variables you should be considering x y and z right can the product meet your needs do you think that if you work [13:13] with us you have a greater or lower likelihood of losing weight greater fantastic i think we're halfway there do you want to work with us do you [13:21] think it'd be fun to hang out and see me everyday because believe me this stash i had i had to work 12 months to get my wife to say yes to that so i understand if you're hesitant does that make sense [13:29] would you be willing to do that all right let's rock right and then do you have access to funds or know someone who does right because it's not just about you because if it's something that's [13:36] amazing we can find other ways to finance this so do you have access or know someone who does yes well then great [13:44] let's get started and if for some reason we haven't closed them at this point we say how about this let's take a card down we'll delay the payment to friday [13:53] you go to your husband go to your business partner right you go to your i love this one you go to your husband right and he says baby i want you to live a shorter life i want [14:01] you to i want you to be a terrible example of our kids i want you to not have generational health in our family to be passed down i want you to sit in that corner i want you to pull those [14:09] sweatpants up take up a bag of cheetos rub your fingers on there right and just get comfortable with the fact that you're never going to look better than you are right now it's like if your [14:17] husband says that to you you call me back and i will tear this contract up fair enough right you close them all right so we explain [14:24] away their concerns and then finally we get the yes we reinforce the decision this is stuff that we started doing it helped a lot so personalized video from Chapter 2: Reinforce their decision [14:32] the ceo hey welcome aboard so happy to have you thank you for trusting us with your business hey we're so happy to have you thank you for touching with your weight loss journey and our personal licenses we're gonna do everything in [14:40] our power to absolutely amaze you right little things like that because the customer is usually deciding whether or not they like your business in the first 48 hours after the sale i learned this [14:49] later so how you hand off from sale to customer experience and activation is where this all happens does that make sense [14:57] is that cool was that nice framework to work through okay so that's the disclosure framework that is the first thing that's what you can run your script through all right how to ask the [15:05] questions to get the prospects to say yes check one down two to go you with me you're still good all right let's rock so [15:13] conviction framework number two how anyone who believes can outperform a season sales rep by simply learning to control their tone all right so um after [15:22] i reworked all of our scripts using the closure framework um some of my guys were really successful but other ones still blew and i was like [15:31] well this sucks right i was really excited i had a little acronym and everything i was like that took me a long time to come with the acronym right [15:38] i was like what gives and so i talked to my friends um and they recommended this book which was awesome and the biggest takeaway [15:46] from this book is the is the concept of tone and this was something that really helped take us and give an extra edge to our sales training ourselves process and [15:54] the coaching that we give people right and so in the book he talked about the hidden dialogue which i just love and i just i just never want to take credit [16:02] for an idea because i got over man but there's two dialogues that are happening right because the words are the logic right what you're actually saying is [16:10] talking the logical brain how you say it is talking to the emotional brain right that's the ones making decisions that's the one running the shot all right and so how you say [16:19] what you say is what you say so here's an example that's my wife she's going to be here [16:27] with me soon but if she were here if she said alex [16:33] right or alex right or alex very different meanings very different afternoon for me [16:41] in each of these scenarios right based on how she said it because there's so much communicated and that's just one word [16:49] imagine a 30-minute dialogue where each word can be chosen to have packed with the meaning that you need them to feel [16:57] does that make sense okay so we need the words for the logical influence we need the tone for the emotional influence we need both okay [17:05] and so once you become a more seasoned like sales prep you can learn to control your tone on purpose right you can raise your voice at the end of the statement make it into a question [17:13] right it's a question this is john right i didn't need to ask him i'm saying you know to answer that as a [17:22] question i didn't ask you that but you know that based on the tone right or i could lower my voice right now see that what i'm saying extremely important [17:31] right tone matters and so it takes time to develop this level of unconscious mastery so there's two ways to develop this [17:39] and i believe that you can either trick yourself into it or you can train yourself into it and since i don't have enough time in 30 minutes to train on the influence of [17:46] tonalities here's the trick is that all right let's give you the hack conviction will correct your tone [17:53] if you believe in what you sell you will say it the right way and that's why some of you guys have a sales rep that comes on crushes it and then tanks [18:02] because they did believe and then they saw your reviews or they got customer support feedback or someone called them up after buying it was like [ __ ] you i [18:09] can't believe you did that and they're done and then all their tones off because they feel like out of ethics right and so i'm lowering my tone right now so you [18:17] know that this is really important right and so i'll go upbeat kiss the boo-boo bring us back up all right and so real estate sales team consulting [18:25] this is a great story so i was flown out paid way more money than i should have been paid um to fly out and consult with the sales team all right they were [18:33] selling mortgage leads the example i was given earlier and they were really excited they wanted me to give this abc always be closing chat like this huge pump up chat so i [18:42] spent the first half the day on the script and the second half of the day was supposed to be drilling the sales team right so i get on the sales team they got they got a nine person sales floor [18:49] and uh they're like we're having some problems with this guy john i was like alright cool so i was like john how good are the leads [18:58] he was like well you know there's kind of and i was like i'm good thank you and i was like because if you [ __ ] thought the leads [19:07] were good you would say dude they're unreal i can't believe it right now i'm getting my mom to pass her real estate certification so i can start sending her leads i'm studying for mine i'm a couple [19:14] months behind but i'm telling you as soon as i [ __ ] get this thing passed i'm out of here i'm gonna start buying these leads myself because i'll make more than i make right now as a sales guy [19:22] that's what you'd say if you believed right the way you say and what you'd say would be entirely different and so one of the hacks on this by the way has [19:30] anyone ever gotten hot or has a sales guy got hot start just closing closing close it close it anyone that becomes the sales training for that [19:38] person because the way they ask the question at what point how they closed that's how it's perfect and so they [19:47] should study the best game footage when they're on a streak and that's when you can replicate it much more easily because it's like in the wild you'll witness it and that's when they're masters right in those [19:55] moments all right and so these are the actions that we do so i'm transitioning into tactics for you guys who have teams all right re-read the testimonials out loud daily [20:02] in front of your sales team if you got fresh ones which you should read them it makes their day makes them feel like they're making an impact right [20:10] you're getting the [ __ ] kicked out of them every single day getting hung up on getting cussed at getting to [ __ ] off every day right and like the best thing [20:17] you can do is give them a cup of coffee that says hey man you're [ __ ] doing good in the world right so they need so do it every day number two fix everything you can about the product [20:25] this is obvious but i want to say it directly like don't blame the customer for a lack of success because it doesn't help anyone right doesn't help them doesn't help us if we [20:32] can take ownership then we can fix the product right three never stop improving it so you always know what's up to date this is a good one for the sales team if your sales dip [20:41] take your head of customer support bring them to the sales meeting and say erica tell these guys what you do for our customers they're like oh well the first [20:50] day what we do is we send this text and we send them this letter and then we give them swag and then we follow up with them and then we like write them a handwritten card and leave them a back massage and a foot massage and then we [20:57] find a wife for them it's unbelievable you know what i mean and then the sales guys are like god this is [ __ ] awesome i'm like i know let's go sell it right and so these are the actions that [21:05] you can do on a daily basis to get your team to be excellent all right and so that's how you can hack conviction and get your team's tone [21:13] unconsciously correct by just truly believing the product is that cool you think you'd sell more if you did that sweet thank you all right [21:22] conviction framework number two check all right number three scaling framework how to easily duplicate this process across sales people in any niche in [21:29] seven days or less all right so we've talked about closure framework we've talked about conviction framework and this is the oops i think i'm gonna skip one i don't know where you're at great [21:37] so when i showed my sales team to the stuff they didn't do it every time all right because you're probably going to come back from here all gung-ho you might show them this video and they're like yeah they go rah-rah for two to [21:45] three days and then it's like back to normal right no one wants that so piece by piece we implemented processes to get the same outcome over [21:53] and over and over again because of the 110 million dollars we've sold which is crazy it's been 100 over the phone [22:00] 22 minutes no one over the age of 20 no we got one guy who's 40. but beyond besides him everyone's younger than 27 [22:07] 27 27 years old all right like these aren't like crazy you know i mean like crazy veterans right you just do this process over and over again and get the [22:15] right thing as a total aside find people and educate them about your prospect not your product [22:24] because that's a big [ __ ] up because like they shouldn't even be talking that much about the product they should be knowing everything about the prospect and so right now if your sales training is focused on your product [22:33] you're doing it wrong these are the six c's that i use to scale teams from little guy to lots of guys all right [22:40] so this delta you know we used this to build a 3000 person affiliate base in our physical products company it added 35 million in sales [22:48] which is cool which is awesome and so i will show you how this works all right and so um we've used these sales teams and this is how we kind of these are all [22:55] multi-figure teams and i'll show you what we did all right so closer sequence is the first c which we went over earlier the second c is consistent daily [23:03] training and conviction and i'll show you how to do each of these call recordings you got to record them communication cycles cuts and competition there's the six c's [23:12] all right so number one make sure you have a question-based framework that follows those steps in the script it should just be questions it's so much easier to just [23:20] follow questions because if someone's out and you know out in left field you know wandering like onto the highway you're like whoa hey come back over here [23:28] this is the next question in this process so thank you so much for sharing that that must have been so hard for you so what do you think that brought you right i think you go right in the next question the sale all right Chapter 3: 6C #2: Consistent Daily Training & Conviction [23:37] number two uh consistent daily training this is the number one thing if you take one thing away from this besides conviction because that'll do more for yourselves than anything this is the [23:45] second biggest thing all right is that daily training our team trains 60 minutes a day five days a week we actually do twice a day stuff but that's [23:53] okay anyways for right now if you just do this you'll already be way better than everyone else in your market all right so we do talking and listening because the salesperson needs to know how to speak [24:02] the right tone you know to listen right so we draw both scales for talking we have them read the script out loud and the questions with the [24:09] correct tonality for 25 minutes and if they [ __ ] up they start again simple five minutes we drill obstacle overcomes [24:18] i need to think about it i'm not sure i don't have the money can't afford that right now i gotta talk to my partner right i know what's gonna work in my market or whatever your specific [24:26] obstacles are because those when they're in the red zone they shouldn't have to think about those so the only two things that someone will ever truly memorize will be those 30-second anecdotal [24:35] stories i mentioned earlier and your optical overcomes it makes it much easier to get new people on the team listening [24:42] so every day we'll listen to a 30-minute recording and we'll go with what went right in this call what went wrong [24:50] what do you do next time very simple right you play the call everyone watches it's game tape review we're like man you got kicked in the [24:57] balls on this one right but you had great rapport in the first five minutes right um you're like what went wrong and that [25:05] was about it um and what you gonna do next time i'm gonna transition from the report of the question asking without sounding a douchebag fantastic all right next day [25:14] and you continue to improve i know this sounds crazy simple but it's so simple no one will do it so number three sees is call recordings if you Chapter 4: 6C # 3: Call Recordings [25:22] don't call like record your calls one you're not compliant but two like how are you going to study game film you know i mean everybody's got all their data and you've got your mouse tracking [25:30] on all the pages i'm like where's the mouse tracking on the calls right that's where that's where you're going to train your team this is like every nba team they play the game and they watch the game footage right why [25:38] are we not doing that with the sales team and so you should have to record it if you use zoom gong is absolutely the best highly recommend it it's been awesome we'll use it for two years they'll tell you exactly how many [25:46] minutes people are talking versus someone else they'll tell you who's talking the most where how many questions were asked if the ai they have there is unbelievable it's expensive but it's worth it [25:55] four calm cycles and feedback um i don't know if you guys have heard the story but if i were trying to uh fix your golf swing right and i said okay Chapter 5: 6C #4: Comm Cycles & Feedback [26:05] so i take a swing looking like i do like a like an idiot right he's like all right man well first off lose 40 pounds so you can rotate all right after you do [26:13] that uh change your wrist by two degrees turn your other hand over put your thumb underneath i need you to take your first foot put it forward and then point it the other way and then put this foot [26:22] back and try again i'm [ __ ] no chance of swinging right but if he just said hey take another 20 swins and just put one [26:30] thumb under the other one i'd have one thing to work on and i could probably get better and so when you're training and this is for the sales directors if you're helping them [26:38] out with that call what went right went wrong that what am i going to do about it is the one thing does that make sense and so in terms of [26:46] communication cycles we do weekly with the team we've got daily training we've got daily wrap-up at the end which is really just [26:54] to pump up and kiss them on the forehead good night to make sure they feel okay right because they do get punched in the face all day so it's worth being like hey you see derek's overcome this [27:02] morning is [ __ ] awesome he killed it let's watch that as like highlight footage like watch him say he's gonna have to talk to his wife overcome right and then and then they're [27:10] like dude you killed it and then it just makes them feel like they're part of the team right and so that's where we do the feedback and the communication cycles and then we do one so once a week if they're new we'll do one-on-ones if [27:18] they're a little bit older we'll do once every other week does that make sense can you use this right now what i'm giving you for your sales teams okay sweet [27:26] number five cut the fat cut it fast um randy probably knows this better than anyone [27:34] when you hire salespeople at least in my experience like it's sink or swim like if guys if guys can't close in the first week to two [27:42] weeks unless it's some sort of crazy complex thing they ain't closing right and then i've got somebody who now came in neutral now they feel like they suck [27:50] right they're actually worse than someone who's new because now i got to overcome all your beliefs and then bring you back up and so in my experience it's been much easier to take a six and get [27:58] them to a nine than try and take then try and take a two and get him to a five it's more work and it's not good for me or him right does that make sense so in [28:06] most cases does anyone have a sales person that you've been waiting for them to turn the corner for the last like six months they're not going to turn the corner [28:14] unless they've come to jesus moment which does happen but it doesn't need to happen on my team you can do that and come back right all right Chapter 6: 6C #6: Competition & Career Path [28:21] number six competition and career path all right it's a big one so sales people are competitive right as they should be [28:29] right they are hunters and they should go hunt and so having competition on regular basis what we have found is that six week cycles tends to work best it is long enough that they believe they can accomplish something but short enough [28:37] they believe it's going to happen soon and so we run our competitions on six week cycles um for us i think what you said uh whatever ryan [28:44] said about the percentages 10 to 15 percent actually works pretty well as like a group goal um when we have those as like top sales person would like we [28:52] did like weekend to vegas so we'll split all the guys that way like four teams of four you know what i mean they're all comp so it's like you get the the competitiveness but you still get the camaraderie because if it's just one you [29:01] know one versus everyone sometimes they can get um a little bit too you know teethy uh and so having like little mini teams helps too because then you can you can kind of like make it an adjusted [29:10] draft you put the best guy with the worst guy and then he helps him out and he speeds him up does that make sense and then career path this is one that i probably learned later but it's really [29:18] good is that you can have minor minor road uh milestones like 50 deals closed [29:26] 100 deals closed 150 deals closed right and they just get a little just a little you know they go from 500 a deal to 525 [29:33] a deal right they go from 525 to 550 a deal just the fact that there's this this road map of where they're going and there's actual progress because sales is [29:41] one of the most repetitive positions in the world just the fact that they're doing this and they're something is changing on the outside i think just helps relieve [29:50] anxiety and help the guys focus so that is one of the things that i would recommend doing with the career path and then obviously if you have roles like depending how big your team is manager etc and you can move up [29:59] something that i don't have on here that i will add is that this seems to be common practice but remember dumbest marketer on earth [30:07] outbound and inbound keep them separated and we also have setters and closers for both of those teams so outbound sets are different [30:14] than inbound sets which go to different enclosures on either side right because the prospects are a little bit different right and so if you if you have [30:23] lots of different types of leads going to the same person you're probably losing a lot of efficiency if you don't have that much lead flow that's another issue but it's as soon as you can separating them [30:31] out will get you a lot a lot higher conversion rates all right so i'll recap this the 60s for scaling our closer sequence make sure that's in a question-based framework [30:39] daily trainings and conviction so you're reading the testimonials every day you're training them every morning on talking listing the most valuable skills that a salesperson can have call recordings to make sure that they're [30:47] actually doing any of gamete footage to actually look at communication cycles to actually improve on their skills based on the game footage that we just had you cut the bottom people who are just [30:54] dragging the team down that probably just don't have the makeup for this and then you keep it competitive and you give them a career path so they have something to look forward to in the future all right and so uh now you can [31:04] understand how anyone can sell expensive life paper pro even if you don't think you're any good which is completely normal yeah that sales

===FILE=== okA9Yt2KZuk - How I Scaled My Sales Team [Compensation, Recruiting & Train.txt
https://youtu.be/okA9Yt2KZuk
How I Scaled My Sales Team [Compensation, Recruiting & Training]

[0:00] i own a portfolio of companies that does 85 million a year and i was recently invited to taki moore's masterminded [0:05] keynote for his eight figure and up group and it was a really fun discussion and presentation that i was able to give i was very humbled to have been invited [0:12] and we talked about two main things that those business owners wanted to know so if you're not at that level this may not be for you but we talked about two [0:18] things the first was how to scale a high performance sales team so among our portfolio companies i think the biggest team we have in those companies is a 26 [0:24] person sales team so we know what it looks like to recruit hire manage incentivize and drive high performance sales we've done that before with [0:30] inbound and outbound sales meaning cold calls versus taking you know phone funnel type type inbound leads through [0:35] applications so we've done both of those and the other was more high level so the conversation is kind of split into two pieces one is focused very very sales [0:42] focused and the second is focused on what i would consider high-level observations of entrepreneurship of things that we've learned lessons [0:48] beliefs that have served us well um in creating the portfolio company that we have so uh if you don't know who i am i'm alex mozy i own acquisition.com i [0:55] hope you enjoyed the video uh so this is alex and layla power team uh they run a [1:00] portfolio of companies uh probably many of you guys know them from their gym launch days and times uh team what i'd [1:07] love to chat with you about is scaling legion with um with outbound uh and then [1:12] uh let's talk about uh scaling and exiting dude can we talk about outbound because a while ago like when we first [1:19] met you were like the king of the ads right yeah and then you then you weren't and the ads kind of disappeared and i [1:25] want to know kind of what i don't want too many people to know that though [1:30] are we allowed to know that or you don't no no no no we're we're cool everybody here we're [1:36] under a friendly a that's my understanding right friendy a yes 100 for india if you're cool with that can you type friend da into the chat it [1:42] means everybody's officially signed so um i think i think it would it would serve everyone to do a little bit of [1:47] backstory in terms of why like why would you even start something like this right because you're like i'm already killing it on facebook and going on tick-tock [1:53] i've got youtube guides going et cetera i will say that i'll tell you why i started which will [1:59] probably lead into the second half of this story which is what um i i told taki was like i want you to talk about [2:04] this and i was like i really want to talk about this and he was like okay well how about we talk about my thing first and then we start with your thing [2:09] yeah so um uh two years ago legal and i uh you know we were we were you know the we at that [2:16] time only had two businesses we had gym launching prestige labs one is the supplement company one is a gym licensing company and the company at [2:21] that time was doing about a million a week and we just finished our best month ever and we're walking outside and she looks [2:28] at me and she's like i don't do this anymore she's like let's shut it down and i was like [2:33] well uh okay uh maybe um let's you know let's see if we can [2:40] get anything for this right so i just immediately was like i just agreed i was cool i was in tons of pain as an [2:45] entrepreneur just you know doing all the things and um anyways i called up a friend of mine who [2:51] was in space and he was an investment banker he had sold similar companies and i was like hey these are our numbers like what do you think we can get for [2:57] this and he was like holy he's like you get like 250 million if you just finish the next 12 months at this rate [3:03] and i was like 250 million with an m [3:10] he was like yeah you did 17 million profit your second year like yes i can yes we could do that [3:15] so look at later i was like well you got 12 months in and she was like i got 12 months for 250. i was like okay [3:22] let's do this right and so that began what became a two and a half year journey um that eventually [3:27] uh resolved in us selling the business and so i want to walk through kind of that process and the first year of that [3:35] was us realizing that we didn't actually have a business we had a big guru brand [3:40] right um at the end of the day i was at the events i was the one who made the products i was the one who did the coaching calls every week [3:47] probably something that some in a similar spot that some of you guys are in and so um the the biggest kind of [3:53] weakness was that i was inextricably linked with the brains that was number one number two and this is what i'm going to [3:58] focus on first and this i'll hopefully tie both these stories together is that we were we were channel dependent all [4:04] right and so we were selling uh gym owners right so business owners so we're not in like the online fitness space [4:09] we're hardcore brick and mortar the i talked to a couple of bankers a couple private equity firms people that i knew through the network asked them [4:15] for people and i was like what do you see as the weaknesses in our business like how can we make this better and the two big the three big things they said [4:21] were churn uh in terms of how long customers stayed they said [4:27] my name being the brand and the fact that we were channel depend on instagram and facebook and that was it and that was 100 of our of our sales sales point [4:34] and so we kind of set out to to fix that and so um i'll just talk about outbound since that [4:40] was the channel that we chose to be our next thing and it was because i could never get youtube to work in my niche um [4:46] you know if you're a little more mass i think it's maybe i'm a it's very possible but i couldn't get it to work um we have [4:53] seen tiktok working as a side note but for today we'll talk about outbound so the outbound process takes significantly [4:59] longer than most people expect that being said it's part of the reason that private [5:04] equity and potential acquirers will value it is because it is this sturdy machine because if tomorrow facebook ads [5:11] shut me down it doesn't matter because if i literally have a phone we [5:16] can make money like a phone which is crazy like the concept is still foreign to me and so [5:24] i want to tell you the sales numbers so that you can have perspective in terms of how long this took so the first month [5:29] we made one sale the second month we made two sales the third month we made [5:34] four sales i like whether the and mind you this is months so you're like 90 days in [5:40] at this point you're like we've been putting effort towards this etcetera right and so one of the key [5:45] differences to note with manual outbound whether you're doing cold calls cold emails cold text whatever it doesn't matter which like the primary way of [5:51] doing it we do a combo and i'll get to that in a second um is that every aspect of the funnel that we do [5:57] digitally is the same except it's purely manual so you have human variables [6:03] that contribute to every step in the pipeline right so [6:09] we did two we did four uh the next month we did uh i think it was six or eight uh and then [6:16] we jumped to uh 12 and then we jump to 16 and then we jump [6:22] to and you'll notice that this isn't uh quadratic so it's not exponential what you will see there is that it's more [6:27] linear in nature it's because we continue to add so our price point is between right now 20 000 is the cheapest [6:33] thing we sell which is a great point bill so thank you for bringing this up if you want to do outbound your ticket [6:39] has to be at least 15 000. like the the the uni economics don't [6:44] really work i guess they do i just prefer to have lots of margins but in theory it should be 15 times a 15k or [6:52] more right and so for us our lcv is 40 000 at current right now it's gone up but when we started this the ltd was 40k [6:58] because i started this in corona for brick and mortar jibs because we're brilliant right so [7:04] if you continue this thing out um it took so we're now we passed [7:09] we're at month 14 from when we started and now uh 14 months in uh it does about [7:18] 45 sales a month which for us is roughly 60 of our sales [7:23] volume so we we we hit the halfway point and now we're a little more than half um in that industry yeah it's probably [7:29] better than me pretending to draw i'll get to my drawing thing in a second or you'll be able to do it better so i i wanted to set this as a precedent [7:36] because i had two different times where my leaders came to me and were like dude should continue to do this and i just remember looking at them and [7:43] i was like this is why no one will remember your name um i'm kidding i didn't actually say that um but but i [7:48] was like guys as long as we are seeing progress through the funnel we have to continue because the end goal is i [7:54] either have to own this thing for the rest of my life which is okay or and i need to do it without it being [8:00] dependent on a single channel which i should do as an owner regardless and that'll feed into the second part of the story [8:06] or or we'll never will never be able to get out of this or or exit it either way because you have to exit right every you [8:12] know we have to sell and we're either selling it from our old self to our new self we're selling it from our old selves to a new acquirer but either way [8:18] we have to get out of it um the channel dependency at a certain point if you're below 10 million i don't think you need to worry about this but once you're you [8:25] know once you're at 10 million i think adding the second channel is important in terms of the uh tactics around this [8:32] understanding the organizational chart which creates the sale and the actual process of the sale is kind of where we [8:38] should start so there are three different roles in our sales system all right the first [8:44] is we have we you know different there's sdr bdr the whole point is that it's the cult it's the first touch point it's the [8:49] outbound person sdrs and bdrs i think we call them what do we call them little bdrs i remember whatever yeah [8:58] yeah i think we call them bdrs so and this is an important point for everyone it's good that you leave this [9:04] this three the three lines because this is cool because there's going to be more detail in each of them so we've got bdrs as level one level two [9:12] we've got sds which is sales development specialist these guys qualify the leads and provide the value [9:18] that the original person was promising the third person is what we call bc so [9:24] business consultants and these are the closers right we technically have a fourth for we have [9:29] another team that does all of our ascensions um that sells the the 40k product but [9:34] this is uh and it looks like a christmas tree if you were to look at the org chart like this right you got the base [9:40] of bdrs who feed half as many uh sds you then feed half as many uh bcs [9:48] in this model if you replace a bdr mentally with what an advertisement used to do that's [9:54] exactly how this functions the exception to this process compared to your uh uh [10:00] inbound efforts are there's usually one additional call typically [10:05] so what we do is that you we scrape lists off of google we have vas in the [10:12] philippines enrich the data which just means that they make sure that these are real real gym owners that have actual [10:18] facilities and these numbers work and these emails are verified um the actual like what software they [10:23] use i honestly have no idea because the person who manages that team is too substantive for me but that's what they do [10:29] from there bdr team calls this list through phone murder so phone burner is the tool we [10:35] use we really like it it's it's been exceptional i highly recommend it those bdrs are required to make 100 [10:43] calls a day the way that we structure this is that they get four hours to work per day [10:49] all right and we purposely set it up that way so that we can have good sales people who want to who want a moonlight [10:56] so they've got extra hours and they do call blocks the other reason is because the sales [11:01] manager that i hired to build this entire team his experience was that people cannot be [11:06] productive for eight hours straight cold calling he said if you give him eight hours of pay he's like they'll do five and a half hours of calls he's like so [11:12] you might as well do four hours of pay and get three and a half and so that was an efficiency thing they are still expected to make 100 calls a [11:19] day from those hundred calls they are expected to have two appointments that show now we have been doing this a long time [11:26] now and each of these steps took like each one of the things that i just mentioned probably took two to four [11:31] weeks to figure out where do we scrape the data how do we how do we enrich it because [11:36] we're calling all these bad numbers right now that we're getting people to uh pick up [11:41] which by the way phone burner wraps it with a local area code if you don't have that feature there's no point in using it like you need to wrap in a little [11:47] gear code or your picker braids can be all right so from there you'll get your 100 dials you'll get 20 to pick up so it's 120 [11:55] from the 20 we will have two who schedule and show i only know the two because that's the only thing we [12:00] compensate them on all right and so the expectation is that they get two in the beginning it'll be one yes [12:07] all right uh 100 to 20 to two what's the [12:12] uh dumb question what's the 20 what's the two 20 is 20 uh pickups [12:17] so 100 dials 20 pick up hello of the 20 to pick up we get one to two uh to to [12:23] show uh and that's to show for the sds yep exactly now this is a [12:30] good thing for you guys too is that every once in a while you'll get you'll get a savage and you'll know because they'll set five of them because if you [12:36] guys picked up the phone and do it you could set five points if someone picked up you could probably set it up right but somebody who's newer the nice thing [12:42] with the bdrs is it takes two days to ramp them up it's not a hard position to teach yes here's the list here's the [12:48] phone say these words the phone calls are like five to ten minutes like they're not hard to train and if you have a big repertoire of existing calls [12:55] which you will uh it's easy to just have them listen to those so uh [13:00] can we can i be a gym for a second yeah oh i've never done the calls i have no idea do you have a rough idea what they [13:06] say what it's about so our our whole pitch is basically like hey we've been calling some gyms in the [13:11] area um they've been struggling with xyz you know biggest concern one two and three and so what we're doing is like if gyms [13:18] don't exist our company doesn't exist and so we'd like to just give you some of the stuff that's working well for them is that okay this is from our [13:23] private client thing which normally we charge for but we just want to help jim's out cool okay so what i'll do is i'll set [13:29] you up with an appointment uh with sean tomorrow and he'll run through each of these systems for your gym [13:35] uh so that you can insert dream outcome that you want which is get more leads make more sales charge more for it yeah [13:41] awesome okay that's super helpful yeah right right and the bdrs will typically uh if [13:48] they're good they'll look up the gym before they make the call um and so they can be like hey saw that you posted that [13:53] thing yeah i'm calling you know from gymlodge don't worry like just want to help you guys out we're talking a lot of gyms in the area like [13:59] tonality matters right like that's the stuff that the manager will teach them um but it's like this is a good well play for us it's like we just wanna help [14:05] you out we're gonna give you some stuff no no strings attached they say cool and then they show up for the sds right now [14:13] getting getting them to show for the sds it's like you got to get them to show sooner we need to make sure that the thing that you were giving them they [14:19] truly perceive is valuable and this is probably one of the biggest things that i can that i can if i can [14:24] this one took us longer to figure out is and i don't think like lead magnets and stuff like that [14:30] is valuable like it's got to be like it has to be something that people really want in your space so even if it's something [14:37] that's unscalable do it unscalable and then figure out a system to scale it once you get the um [14:43] once you get the flow going right because in the beginning you're gonna have one or two callers it's not going to be a ton of volume i promise you um [14:49] and then you'll you'll be able to figure out what's the thing that gets them to show up that they really want right can you get on i mean back in the day seo is [14:55] sorry yes sorry dude can you give us an example of what a valuable not lead magnet useful thing might be [15:01] i think we walk them through uh how to set up their sales room and the scripting that they use that that we get [15:08] you know double the amount of people who sign up or whatever so it's a really valuable thing right and then it's like yeah you'll walk him through he can show [15:14] you around blah blah blah blah and then amazing yeah the cool thing [15:20] and they can sell the benefits like if you had twice as many people signed up and nothing else changed in your life would that be cool cool all right he's going to show you how we do it because [15:25] this is what the top one percentage you're doing we should help you out okay loving the script we just want to [15:31] help you out high valuable thing old school telemarketing rob nixon you love this sharon says stud [15:38] so once we uh once we get them to the sds the sds's full requirement um is [15:44] that they provide value crazy as i know is that you actually deliver the thing that they think is really cool now [15:50] here's the key point is that we want to show expertise so the sds for us almost [15:55] exclusively is ex-clients now we may be in a situation where you know our clients are able to do that [16:02] like you have to show some domain expertise especially around this thing and the idea is if we can show a couple [16:08] of like really in-depth nuggets that are like i didn't think about that while they're going through the process they're like these guys know what [16:13] they're talking about and so what happens is we we terminate the uh [16:18] the the value delivery and we purposely leave about 15 minutes at the end you know of dead time that we would [16:24] transition to getting them set up on another call how long is this call i think it's 45. so it's 30 to do the [16:31] thing 15 to set the next uh deal perfect the the sds is like hey you know [16:37] i couldn't can i can i switch hats for a second i know i'm just here to help you out but and we purposely make that to [16:42] change the the frame right we're trying to make a little little frame shift which is like i couldn't help it here when you were [16:48] saying some of these things i couldn't like this this stood out to me this stood out to me this have you thought [16:53] about these things because honestly i just showed you this little thing but that's like one percent [16:58] of actually the amount of juice you could squeeze at your gym because like if we just did the thing that we just talked about you double your business but but like what about orders of [17:05] magnitude what we can get to like 5x the business because right now you're running 10 margins and if we can get you [17:10] to 35 we just three and a half extra take home income only by changing the way you price would that be valuable [17:15] okay cool so do you know what we do because at this point we haven't talked about us at all so think about it first [17:22] call all about them value second call providing value second half of that call [17:27] couldn't help without xyz i don't normally do this blah blah do you know what we actually do [17:33] and they're like no i was like oh shoot i i feel so stupid yeah so we literally [17:38] help people just like you fix the thing that you just said you want with the thing you know by overcoming your biggest insecurity [17:44] and fear and they're like oh my god that's awesome it's like you know we actually do this 100 gyms a month like [17:50] we can we can walk like this is our bread and butter i didn't know you actually needed this i just wanted to provide this for you to help you out [17:56] oh wow well okay let me see here hold on let me check with one of the one of our guys you got [18:02] 15 minutes okay cool we're good um you're a business owner why don't we see if we can um [18:07] uh set this up for you right now right let's be efficient with your time hold on one second [18:12] so then we call the closer yeah we call the closer live and then they have a [18:17] dialogue that's scripted but it's speakerphone yeah the person who's on zoom right now doesn't know that this [18:23] conversation is scripted but they can hear both sides and this guy's like dude i'm super busy i got so many gyms i got to talk to um i [18:30] got a hard stop and 15. i can maybe hop on um okay no this guy's really awesome he's he's a qualified gym no he's legit [18:37] he's big enough for us okay okay you got to make sure he's the right size and that he's got the that he understands what we do oh yeah no no it's all good [18:43] right okay cool then i got i can hop on for 15 minutes guy hops into [18:49] the zoom makes the introduction and the goal here is not to sell them the goal is just to connect them and [18:55] build rapport that's all it is because we could not get the s and this took us like two months to figure out we could [19:01] not get the sds to show for the close calls like those the qualified appointments we couldn't get them they [19:06] would set it but they wouldn't show up and so we tried doing three-way text we tried like we tried a bunch of things but if [19:12] you do the face-to-face where they hop on the call then they're like yeah perfect well i gotta go in five but [19:20] i've got you down for tomorrow four we're good to go and rock and roll right and just to be clear like this is no longer us giving [19:26] you thing i'm going to explain how our services work our pricing and see if it's a good fit right and so they clearly set the expectation that this is [19:32] a sales call and that i will be trying to close it and we're very clear about that yeah and it's cool because we just [19:38] had two calls we provided value at this point we transition they show up the next day and it's and it's just like [19:43] your inbound closing dude so here's the advantage to this [19:50] there's so much more so here's the advantage to this model so four callers sorry sorry uh uh if you're [19:56] looking at appointments right yep for us we close uh 10 [20:02] of of scheduled sds so if there's two of these right two of those we close ten [20:08] percent of those of showed uh set calls we closed ten percent [20:14] so we closed point two uh in that example right yeah exactly [20:19] and so for us the cost uh to acquire a customer from [20:25] an advertising i'll use cold calling as the advertising here is they get they get uh they get 50 bucks for every show [20:33] so it's 500 right so it's 500 bucks in in bdrs per close [20:40] which for a 40 000 ltv is pretty cool and so that works out pretty well for us [20:46] and so the beautiful part about this model is that it takes so the downsides are the upsides with this it takes a [20:52] long time to build and it's and it also is impossible to break yes and i can tell you i sleep so much [20:59] better as a business owner knowing that no matter what happens tomorrow we're going to close deals [21:04] so this is the part that i think everyone needs to uh if you want to scroll up on this is the [21:09] this is the the more genius you'll need a fresh page so i got you [21:15] so this is a key point that is sexy as all right um [21:21] who here would love to have a sales team system a farm for building sales people [21:27] so we so my ceo uh was an ex-pro baseball player so we used the pro baseball [21:33] player analogy a lot so right there in front of you you've and we even used that we even used the terms [21:40] right so we've got double a we've got aaa and we've got the bigs right and so double a is the bdrs [21:46] uh aaa is the sds's and then the biggs is like the big leagues right and so the key point here and this is [21:52] like for those of you guys who are building 30 million like 50 like this is where this gets interesting for everyone right is that [21:59] the the human resource training system itself becomes an asset [22:04] to the business because we know that when someone works their way up from being a bdr all the way to a bc they [22:11] know how to close because these people were never spoiled with inbound leads they got hung up on [22:18] and cussed at and so you guys want to know an interesting stat our inbound closing percentage and we [22:24] were considered pretty good at sales before this went from 20 20 to 25 [22:31] to 60 yeah wow because they were they cut their teeth at the bottom yeah they're like this [22:37] person knows who we are asked for help and wants more information [22:42] they're like for real and so here's here's why this is important to [22:48] titles so bdr there's four levels of bdrs you've got junior bdrs you got associate [22:55] bdrs you've got bdr and you've got senior bdr and that same four step system applies [23:01] to all of the levels give me the junior junior yep associate yeah the name [23:07] and then uh was the top thing i just said um senior yeah [23:12] so think about your highest churn positions right the reason that the positions are high turn is because they cannot see [23:18] progress people lose hope when they run out of future right i think i dim or telstra that i really like that so they run out of future so what we need to do [23:24] is create yeah we need to create future for them and so it's my belief that a sales person has [23:30] like six to eight weeks of steam in them before they start getting disheartened and so what we did is that we created [23:36] milestones which are those qualifiers on the right where if you hit a an objective qualifier you [23:44] move up and so if as a junior it would probably be 50 showed appointments which will [23:50] take you about eight weeks after that would be a hundred and then it and each one of these increases and [23:56] you'll know for your business it might be a little different but the point is that you want to pace it so it's about eight weeks of production between each [24:02] one now each one of these gives them a bump in title and a bump in pay the pay bump is [24:10] virtually inconsequential we go from 50 bucks to like 55 bucks like it's not a huge deal but to them they feel like [24:16] they're making progress in both status and they have an objective measure of their of how well they're doing now once [24:22] they move their way through this and then imagine this you're a new employee you're getting trained up and then boom eight weeks in you get a promotion [24:27] you're like oh nice i'm doing well this is good and then they gain some steam and then boom dude eight weeks later they're like hey [24:33] i'm a full bdr you know i mean like this is great i got another raise once they get to the top of this ladder this is [24:39] the key key nuance you don't get promoted you get the ability to be promoted yeah [24:46] this is when you get to here senior yeah yeah once you're a senior bdr [24:51] you now have the ability to be promoted the benefit of this is it also eliminates all the hr conversations for [24:57] i want more money we're like here's the path that's it this is the career path it also helps people become career [25:04] sales people for you so if you have issues of churn for your sales team this gives them a like this is what my career [25:10] path is here's an important point you probably heard what i said about the bdrs they do not get paid very much they [25:16] don't they're they're on target earnings if they hit all the commissions is 40 grand yeah right now how do you attract someone [25:23] who can do this job well for 40 000 you don't you attract them because they [25:29] know that the guys who win the lottery make 200 grand a year [Music] [25:34] and they know because they have a clear career path in front of them that if they hit their metrics they could get there in nine to 12 months yeah so i'm [25:41] like what job in the world can you go from zero to two hundred thousand a year in nine to twelve months with no degree [25:46] here you can because we're pure meritocracy and the numbers don't lie and so [25:52] at the sds level it's the same exact thing jumer sds uh uh [25:57] associate the just the word and then senior right so we have each of these levels and there's tiny bumps in comp for each of [26:04] those and they really should just be almost symbolic more than they are significant [26:10] because like the title is more important than the cash but the cash just goes okay and because you yeah yeah exactly yeah honestly you could probably [26:16] get away with this without even changing anything but i like i like to give a little something and then they feel like there's there's some stuff ricky's got a [26:22] question if someone's level if someone's results stopped or their levels dropped yes okay [26:28] so you can go for something associate or whatever you have to you have to continue to earn your position if you if you drop below qualifiers you [26:35] drop down you go back to aaa just like baseball you go back down yeah yeah they get relegated exactly [26:41] it's exactly that and the nice thing is because of this everyone knows where they stand so it [26:47] cuts down some of the useless communication of like pay and what am i doing and how well i'm it's like dude [26:53] it's right here everybody can see it right and it's built like this christmas tree because they see the top closure and they see their checks they're like [26:59] that could be me right and they know they get they're counting the weeks until they can get there now when we [27:04] start scaling because we add more bdrs it trickles up the tree and we're going to need another [27:10] uh closer and so we look at the guys who are who are qualified to be promoted and we pick the one that we think is going [27:15] to be the best fit and they get bumped they get bumped up to the bigs and then they and then it's it's tried out like [27:20] they've got two weeks to show us if they can close if they can't close in two weeks they drop back down [27:26] they get 10 deals everyone's curious you get 10 deals to try you don't close one out of 10 you're out [27:31] realistically should close more but their first ten they gotta close them yep and the reasoning behind that is i [27:36] i've run and trained and scaled a lot of sales teams i have yet to find a killer who doesn't close in the first two weeks [27:43] yeah not once yeah tons of guys who start hot and then fizzle but no one who starts cold and then gets good [27:49] what are your uh qualifiers for sds and well bc's clearly say you know [27:56] deals done sds is just bc it's it's qualified shows yeah so they have [28:02] to they have to qualify them and they have to get them to show that's that's really it yep because for example in that call if they [28:09] can't get the person to be like yeah tell me more about that and they're like nah i'm good then they missed it right and so that's why the domain [28:16] expertise for the sds like lots of really cool little like if you have two or three really good nuggets that you [28:22] always know are awesome weave it into that conversation and they're like and you're like dude this is like this much this is like my fingernail of how [28:28] big this is like you should like the fact that you didn't know this it both worries me and excites me [28:34] for the opportunity that i think you have in front of you and honestly i'm not qualified to talk about it but this guy who's got a dick [28:41] bigger than shaq and you know cured cancer by age six and help 5000 people just like you be better than who you are [28:47] like he can help you let me see if he's available he really never is he's always booked let me check and then and then he [28:52] does the thing yeah i love it so we've talked about uh we've talked about [28:58] this we've talked about that yep uh bc call um my hunch is it's closer [29:05] framework yeah can you just give us like those yeah [29:10] yeah so um we use i i like to teach a really simple simple acronym both most you guys on here [29:16] already know how to close so you know i won't bore you with it but yeah you could use your own or if you don't have one you could model from this there [29:21] might be something you could steal yeah so we make sure that every script follows close receive points um it's [29:27] always a question-based framework so we like questions because people can just like say get off into jupiter and you [29:32] just ask them another question that brings them back um each of these is kind of a milestone along the path so c is clarify why [29:39] they're there right it sounds obvious right but it's like hey so i know you you know you wanted some help with the sales thing i know that provided some [29:45] value to you i know you talked to john and he showed you a couple more things so like why did you decide to take all [29:50] this time like what's what's important to you about this like why are you not getting what you want like why'd you even take the time to show up this fall right and then they're like well [29:57] they're like well i wanted more information it's like you just get information all day you're trying to solve some of the information you know because that would be that would be a [30:03] smoke screen right like right so as soon as we get it then we nail them down and we label it which [30:08] is l so it's like okay so i hear what you're saying this is the reason you show up for the call so i just want to be clear that if we achieve this outcome [30:14] for you you would be happy right you would be like you guys rock i love you awesome you can imagine that okay great [30:20] okay so you've wanted this so we go to oh which is overview your past pain right we call this the pain [30:26] cycle so we're like okay so you've wanted this for however long and what have you done so far to try [30:31] because you seem like a pretty you know well-to-do person you seem like you've got some work ethic so i'm sure this isn't the first thing you know first [30:36] phone call you've hopped on so like what have you done so far they go through it we said got it how'd that work for you [30:42] what was good what was bad whenever they say something good we say totally and we agree with it if they say something was bad we're like oh that's terrible and we [30:49] disagree unless there's a limiting belief that we need to pop before we get into the close yep then we go right back to the beginning [30:55] we say what else have you done and we keep going until there's nothing left or like god i can totally understand why you'd be frustrated at this point [31:00] because it seems like you've done a lot so i feel like you've got a lot of pieces because the goal here is to make them feel like they're six inches away and they need one link to be successful [31:07] totally right yeah dude you've got all these right things in place you're so close i mean gosh i feel like [31:12] like you've got you're this close to hitting your goal so you've done all this stuff this is what you want this is why you're here do you [31:19] want to hear like i think you'd be a good fit for the program how it works and they say yes we get permission and then we go into s which is sell the [31:25] vacation so the reason we call cell vacation is that a lot of most people here already know this but a [31:31] lot of sales people will sell your program right which is the plane flight they're selling tsa airbags take your [31:37] shoes off weigh your mass get vaccinated don't get vaccinated you know sit next to the person who fires you on the plane [31:43] you're going to get terrible peanuts all of that and they're like yeah but then you're going to get them out and people were like it's like you got to sell them out you [31:49] got to be talking about the trees and the wind and what it's going to be like to feel and experience that the status [31:54] increase they will have amongst their peers as a result of this this decision they're like got it okay and when we do [32:01] the solid vacation we typically will limit it to three main points and i think it's just consuming attention span isn't that good so you probably do tons [32:08] of stuff we do tons of stuff we only talk about three things right talk about get more customers how to make it worth more how [32:14] to get them buy more times that's it right and these are the things that we're gonna help them do and we give a relevant analogy to those things so [32:22] uh you know we just you wanna have a quick anecdote that's 30 seconds or less so if i was selling a a coaching program [32:29] for whatever accountability might be one of my three things and i'd be like okay well and [32:34] this would tie to whatever the thing they struggled with in the past it's like you know i signed for stuff but i didn't really get it going or i was [32:39] struggling to like do it whatever like totally understand it's reasonable what do they do to hold you down when they're like well nothing it's like well then [32:45] that's not your fault they didn't want you accountable of course you weren't successful that's not that's not you right so let me ask you a question when [32:50] you were a kid did you uh did you love brushing your teeth at night and they were like no like did you go like oh my god you know [32:56] they drag you out of bed you brush your teeth right and they kept doing that over and over every night you gotta keep doing that could you do that do you brush your teeth now as an adult they're [33:03] like well i mean yeah not a disgusting you're like yeah so what that was an example of is you could [33:09] have external accountability that turned into internal motivation and that's exactly what we're going to do with you here in this program does that make [33:14] sense great we don't talk about zoom calls we don't talk about support we don't talk about power like don't [33:19] talk any of that because that doesn't matter they just want to know that something external is going to get them to do something internal forever so we [33:25] give them an anecdote about that and so this is important because this is the only thing the sales guys have to memorize besides obstacle overcomes the [33:32] rest of this is is questions that they can always refer back to all right so for ramping up sales guys faster [33:38] question-based framework not scripting this has just been my experience it's easier to teach people i i haven't found in my experience the [33:45] super scripted stuff is best for like 20 minutes super high transactional sales like 200 sales and less but that's [33:51] probably not what anyone here is selling so for everyone else question-based framework kind of a diagnostic approach [33:57] we follow this e is explaining with their concerns which is like got it this is the thing that makes sense [34:03] would you be would you be opposed to moving forward today because it sounds like a good fit um then they're like well i wouldn't be a pleasure before [34:08] today you're like great and if for some reason they say yes what we do is we do the exact same thing every time which [34:14] was we make some sort of concession which is a bonus and then we say fair enough because all we're doing is concession reciprocity fair enough and [34:21] people don't like to feel like they are not being fair it's a very human thing is reciprocity's super deep in us and so [34:27] if someone's like i don't know if i can do this like how about i throw this in yeah three times like okay it's got to be fair enough by now right [34:34] and so we explain with our concerns which you guys probably already know you've got spouse slash decision maker [34:40] you've got price and you've got uh delay which is i need to think about it i need more information i got to sleep on it [34:45] whatever and so for each of those rather than give you the things that we would drill our sales teams on uh a decision [34:51] maker close is going to adhere to the principles behind getting someone to understand past agreements [34:57] which is does your spouse or business partner know that you are struggling with this yes [35:02] do they want you to continue to struggle with this no why would they be against you fixing something they already know you're [35:08] struggling with and they don't want you to keep struggling with so we're relying on the past agreements to go into the present and then we they're like i guess [35:14] you're right and then we usually will tag in hey sometimes you better ask for forgiveness information fair enough right and then we will close them that [35:20] would be for a decision maker for a um for a uh if it's by the way if it's b to [35:27] c you can usually get away with uh what if they say no and honestly you'd be i'd still [35:32] blows my mind you were like i'd probably do it anyways you're like then let's do it so you know so it's rock and roll [35:37] like but if it's if it's b to b you probably going past your grades and then uh and then usually if you have some [35:43] sort of guarantee or some sort out clause of like three days or five days if you you know get back and your business partners and usually we'll make [35:49] a joke here hey you get back your best partner says hey man i want you to be poor i want your kids not to have anything i want you to live in the worst [35:54] neighborhoods i don't want you to have generational wealth i want you to just pass on a spirit of poverty to all of [35:59] the things that spring you know fruit from your loins if that's if that's what your business partner says like totally [36:05] understand and we'll just tear this up but if he's like nah man that sounds good then we'll rock and roll right and [36:10] if he does say that first thing you get have him give me a call and i'll talk to him fair enough great there we go so [36:16] decision maker we've got price which is always anchored around value this is usually more that you actually have to [36:22] close on the sales guys not the prospects i'm gonna be really real with you we don't drill price stuff that much [36:29] we drill the sales team on their conviction so has anyone here ever had like a client event and had all these people [36:35] there and get testimonials and like your sales team was there yesterday right well i'll bet you for [36:41] the next couple weeks your closing percentage is going to be sky high i could tell you that when i had my brick and mortar gyms i [36:47] would do weigh out days which is like when challenges and stuff would end and people would be losing weight and crying and all that stuff i would stack as many [36:53] sales appointments as i possibly could while the layouts were happening yeah because my sales team was just watching [36:58] people just hit their goal and hit their goal and they're like dude just sign up like they would even go through a pitch they're like i mean what do you have to [37:04] like just sign up like it yeah and they reeked of conviction and the funniest thing in the world for everybody here is like understanding the theory behind [37:10] sales is that you have a person who has conviction and then you have another person who has [37:16] no conviction and everyone knows that sales is a transference of conviction right it's a transference of belief and [37:22] the bridge of that is trust right and so the real intention is that we must make sure that a salesperson [37:28] actually believes and you'd be amazed at how many times they don't really believe in the product yeah and one of the things that is important to understand [37:35] is it's not a binary it's not do my sales guys believe in my product how much do they believe in my product [37:41] hey alex yeah this is epic okay and you know what i love [37:47] uh i said i'd like you to talk about this and you said no i want to talk about that and i said well let's do both you've done a really good job of doing [37:53] what i wanted to talk about so um i like talking about sales no i get it uh in a minute what i'd love to do let's just do [38:00] the third objection to kind of close the triangle here and then let's do a quick q a and then let's talk about scaling [38:05] and selling is that cool yeah um so last ones uh i need to think about it and so for most people they don't [38:12] know how to make a good decision they're afraid of making a mistake and so we like to be as direct as possible [38:18] which is like let's toss best best case worst case this is what happens this is what happens because tell me what your [38:23] deepest darkest fear is right is that i take your money and xyz that you think is gonna happen is it gonna happen but [38:29] not only that let's be real your husband thinks you're a failure because you spent money again right your friends are [38:34] like oh here she is again you know or here he is making another business program thinking he's going to make money right that's what the real [38:40] pain is right it's not the money i mean sure but the thing is that the money's going to come back right because you're not going to go homeless and even if you do go homeless i've got guys who've [38:47] lived outside my building for 25 years not starving still good so you really have nothing to worry about right but [38:52] the real thing here is that we need to make this decision so do you know how to make the we have a decision-making framework here can we can i share with [38:58] you sure so first question yes or no do you think that we can help you solve this problem yes [39:04] cool do you like me or do you want to work with us as a company yes [39:09] cool do you have access to the amount of money that is required to start yes or no if it's yes yes yes [39:15] let's rock and roll because the end of the day you don't need more time you need more information to make a decision and i'm your source of information and i [39:21] can do this all day feels like you've done this once or twice this is i'm making this a [39:26] good uh okay sheila just wants to know the r in closer is [39:32] just reinforce their decision that's a great one so close was actually my my acronym for like two years when i was [39:37] teaching and then after really looking at it as the beginning of the customer journey yeah uh we transition to having [39:45] instead of a hand off it is a handshake between sales and customer success and so the point here is that the moment [39:52] they close the moment the card goes through they're going to have immediate remorse and so our goal is to totally [39:57] reinforce the decision personalize video from the next person be like hey just got off the phones john i hear it and [40:04] this is an important point from an operational standpoint it's like hey i heard you're trying to retire your wife i think that's amazing i heard they were [40:09] trying to get to ten thousand dollars a month i think you're gonna blow that away you're gonna do such a good job so just to give you a heads up tomorrow [40:14] it's me tammy forgot to introduce myself and we're gonna be walking through xyz so that we can help you get your your wife retired as fast as possible cool [40:21] really excited to see you i sent you an email with all the details too see you tomorrow right and so now they're like [40:26] okay this is a legit company i just got you know i just got off the phone you know the phone thing and an hour later i [40:32] get this thing i'm like okay this is cool i feel good about this decision and that's what we want them to think i feel good about this decision and we're like [40:38] great and then it decreases the the the cold feet and walkouts and backups and all that good job tammy i'd love to [40:45] know one thing you learned one thing you loved any follow-up questions let's do it right now and then we're going to switch gears so one thing you want to [40:51] kind of nugget you stole and any questions you've got lots of exploding head emojis uh what's the comp [40:58] at each level well let's scroll up here for a second i wouldn't i wouldn't give you hard and fast what i'll give you is [41:03] ote which is on target earnings cool uh and that's what that's also what we present the sales guys so this is the [41:09] number of opportunities if you're getting if you're doing 100 and the nice thing is that here's the cool thing with outbound is that it's reliable [41:14] ads you've got some days you've got more somebody's got less maybe this campaign maybe it's not outbound it starts with a constant you make 100 [41:21] calls yeah and everything after that is is just formula right 100 calls means [41:27] means we should get two people to show two people show we should get uh five of those iterations to get one deal [41:33] and so forth and so if you're getting this many appointments per week this is relatively the amount that you should be [41:38] closing by percentage right if you close less than this so if somebody's closing let's say 25 or less they get up they [41:44] get bumped down right and so for us the the guys who are the bigs they make the on the on like if [41:51] they're doing great they make like 225. yeah they are target earnings range breach that's probably yeah 150 to say [41:57] 120 to 220 is the range there for a triple a or at the sds they make [42:04] 60ish and that's a much tighter range probably like 55 to 70 you know i mean like but i don't think anyone said this [42:10] it's like 55 to 65. it's a 10k range and then uh and then the uh the bdrs are like around 40 grand [42:18] helpful so you can see how they're shooting for that yeah yeah yeah see it and what they're like [42:23] how long does it take the answer is right in front of them on the right that's all it takes yeah what i love about this is you're thinking in uh [42:30] quick achievable win levels and um maria just said [42:35] love eight weeks probably the same for our clients something to think about yeah uh jackson says where are you [42:41] finding these people the homeless guys out the back that he talked about before yeah a candidly uh one of the big bottlenecks [42:48] in the business was finding that and i found out it took me i made a whole youtube video about this but uh basically my team was screening [42:55] way too hard um for bdrs and my sales manager didn't [43:00] know and so we're like no no just let them all in and we'll see how they do because [43:06] the cost because it takes two days to ramp them up and we don't really have any cost per lead yeah i mean besides [43:13] the data scraping which is not that hard and so we just let them prove themselves because it doesn't really cost us anything to have them work leads yeah [43:19] love it uh yuri's asking did you consider cold outbound email instead of called calls yeah i'm pretty sure phone [43:24] burner has a follow-up email uh and text thing that goes with it but i'll be honest with you guys like the phones are [43:30] the thing that that drive it 75 of it comes from the phones yeah i love it okay so alex [43:36] when i said hey could you do a thing about a thing and you said yes uh you said i'd rather talk about what i [43:42] thought i would share with you guys if that's okay with you is a couple of the kind of key lessons i've learned in this [43:48] process so i started this process because i was in a tremendous amount of pain right and i and i i ran out of future i couldn't [43:54] see uh a world where i'd want to continue to do this for the long haul right and i think i heard this from sharon and i love it is that operators [44:01] get burned out business owners get rich and i was still ceo [44:06] and that was the thing is that as much as i felt like i wasn't doing anything now two years ago i was 100 doing things [44:12] but this year uh as we transitioned out i went from just making decisions to not [44:17] really make just to just reviewing decisions which is kind of what we're doing now and so the reason that we got [44:24] the offers that we did in my opinion um is because we fixed the house [44:30] and when you fix the house that you're trying to sell does anyone ever try to sell a house and like you fix all the things that they say are wrong with it and you look at the astral like why are [44:36] we leaving this place this place is awesome have you ever done that yeah well the the biggest lesson that i feel like [44:42] i've taken from this and i have i have two pages of lessons that i took i documented through this process [44:48] um is that you only have one outcome you have to sell the business but it doesn't [44:53] mean you have to have another acquirer you can sell the business from yourself to yourself yeah your own self to your [44:59] new self and i also got a greater understanding of how the debt system works so if [45:05] someone's going to buy your business for a big amount of money they're not actually going to pay for your business right they're going to put 30 down like [45:11] you do for a house and then they're going to get a bank to finance the rest right [45:17] you have a house that you own 100 in cash you can go to the bank and get the 70 [45:22] mortgage on your house and just take the money in the us at least tax-free [45:28] jackson's nodding he would know the aussie so he's nodding he's like yes affirmative [45:33] and so the point is is that in my mind two and a half years ago the only possible outcome that i could do to get out of [45:39] pain was to sell and the thing that i had to sell was unsellable and so [45:45] the thing that we build has to be sellable that's just my conclusion it has to be sellable or you'll eventually burn out [45:53] and so if you make it sellable then it actually sits as an asset on your personal net worth balance sheet [45:58] and it continues to provide cash flow um i had so many stories that i would you know that like the story of the sale [46:05] for me was like i need a big sale to to be legit some of you guys may laugh at that you're like you're doing 85 million [46:10] here but in my head i was like well and then i had a friend was like dude you've already sold six companies i was like yeah but they weren't like as big as [46:16] this he's like you really think that matters i was like huh and then it was like what about the what [46:22] about the story of of the money right about the increase in net worth well here's here's an interesting one for you [46:28] say you have 100 million dollar sale right everyone talks about it it's so amazing [46:34] well most of the times it's not 100 million right what it is is they'll probably give you you know [46:41] 60 million up front and then you'll have a 10 million dollar seller note that you [46:46] finance for five years and then you'll have uh you'll have a earn out right for another 20 million uh [46:54] that if you hit y and z over the next year or two right or earn outs can be as long as they want right [46:59] um and uh you're gonna roll another 10 in equity right and so all of a sudden [47:05] this 100 becomes 60. but wait there's more so now we've got 60 million well you probably have some bonuses that you want [47:11] to give to your staff you're gonna have a broker that you'll probably have to pay three or four percent to so let's let's do it so four percent of 60 now [47:17] we're down to 57 right uh and i'll just wrap in some of the bonuses on top of [47:23] that uh depending on how your your equity structure if you're 100 whatever then you have your capital gains tax you have [47:29] an escrow fee so capital gains for us in the states at least is 20. so now we have 20 off of [47:35] the you know let's say 55 after the escrow that would be actually a size that big would probably be more like 50 after [47:41] escrow uh 20 that would be 40 million so now your 100 million dollar sale [47:48] is 40 million bucks it's not as cool right at least for me like hearing how how it [47:54] would break down and so i try to be as transparent as possible because like there's the there's the story of the [47:59] sale that we tell ourselves and there's the reality of the sale because here's the second part of it i [48:05] talked about the money side but what about the attention headspace energy side because that was another story i was like well if i sell then i'll be [48:12] able to go do stuff that i really you know i'll get all this attention back and all the stuff right well [48:18] one the amount of stuff they want you to do is gonna be directly proportional how much stuff you're doing now so if you want to sell the business you got to do [48:23] it in a way that you're not doing anything and if you're not doing anything then why sell the business yeah and so for me i told [48:30] myself this story but the reality was they wanted me to show up for quarterlies and be available for the occasional uh like strategic like hey [48:37] can we touch base about something which is exactly what i currently do yeah so [48:43] then it's no longer so it's not a question of money because if you're selling for that amount of money you've probably been making money for a while [48:49] right so it's not going to materially change your net worth unless you're in software in which case it's a different you know game but for most of us here [48:55] who sell service businesses of some kind you're probably pretty high margin pretty high cash flow and you probably [49:00] have a decent amount of money after you get this kind of downstream impact of what's actually going to be added to [49:05] your net worth then the question is what am i going to take with the 40 million and buy that's going to create me [49:10] because if you're selling for 100 you're probably doing 15 million in in profit right so what am i going to go buy with [49:16] 40 million that i can get 15 million dollars of profit every year from that i don't have to do anything for right and [49:23] so i had the story of what the sale was going to mean to me in terms of my reputation which was completely living [49:28] in other people's eyes which was useless and irrelevant and not true i had the story of [49:34] money which is this is going to be a big change in my life but when i looked at all the numbers i was like this will change nothing about my life in no way [49:41] like nothing because unless you get into another stratosphere of wealth yep like [49:46] it nothing's going to change right so then it goes into the energy and headspace i was like okay well i'm [49:51] doing the same thing before as i am now and so thing by thing there's the story of what we think it is versus the [49:56] reality of what it is and so um the the biggest thing that i feel like [50:01] uh has been my biggest takeaway from this is that when i've looked at and i have a [50:06] big thing on private equity lessons that are really cool too but it's probably running out of time um [50:12] i learned from the guy who lives above me so the guy literally lives right here he does 3.8 billion a year in in revenue [50:19] he owns his company 100 outright and he does 26 net margins [50:24] privately held that means he took home 935 million dollars in income last year [50:30] the secret to success he said i've been doing the same thing for 40 years four years and so [50:36] what i feel like i i continue to witness is that the wealthiest people in the world and i'm i'm stealing this from [50:42] charon because they buy and they build and then they refinance so you don't need to sell and the only reason that [50:48] you would sell is because you think the party's over you think that this thing is no longer going to be a thing anymore [50:54] long term yeah but if i make a bet that gyms are going to be here in 10 years [50:59] which i do think gyms are going to be here in 10 years right or your business whatever the spaces is going to be there in 10 years [51:05] well then what's the reason for selling so and i got this from my closest friend [51:10] because he was like what problem are you solving and i was like well when i started this process i was in a ton of pain he was like okay are you paying [51:16] down i was like well not really he's like well what do you think is going to happen post sale he's like it's he's like the sale [51:22] he's like match the conditions he's like what does your life look like after the sale tactically yeah is there [51:29] a way that we can make your your life look this way before the sale and keep the damn thing yeah [51:35] and so then we started looking at it from can we match the conditions and so if you can do that [51:40] then you we build the thing instead of a really high paying ceo job we now have an asset that is sellable and can can [51:47] carry debt on our balance sheet income tax free that we can then use to go invest in the other stuff that we want [51:53] and as the company grows it pays off the debt and you have the thing that you're getting the debt who's continuing to grow as well if that's what you want [52:00] all right dude i got i got two thoughts in my head i just want to [52:05] throw them to you and you can do something with them or not yeah two things i see happen a lot in [52:12] boardroom is people hit their you know their number it's not 100 million often but it's that [52:17] you know like it's like the dream they've now hit it and they're like well what the hell do i do now [52:22] um so that's a really common thing and then the other thing uh talking about exit not exit is really [52:28] interesting but one of the things you've done to um to get exit a ball is to take the name off the [52:35] door yeah totally so the name off the door i just want to prepare everyone is like [52:40] it's like a three-year process so it takes a lot more time than you think it will this is i would just share the things [52:46] that worked for us all right so uh layla's just said we have no youtube strategy honestly alex just likes making [52:51] videos in as a great teacher yes that's thank you leila i'm packing the strategy yup that is a strategy um [52:59] so first thing is we edify customers uh into specialists and the key nuance [53:05] here is that we don't make generalists because generalist means they can replace you and you actually either have the problem of having another face [53:11] that's not yours or you have the risk of that face walking but either way it's either a face that doesn't make it sellable which is the same weakness or [53:17] you have a face that becomes a threat to the business right either way it's not good and so we make siloed experts which [53:22] we call subject matter experts that specialize in a specific thing so you might have somebody who's really good at sales somebody who's really good at lead [53:28] nurture somebody's really good at add buying something he's really good at pages whatever the thing is so that you can [53:34] have people tag those clients and they become kind of the the customer support but like with special specialization [53:40] beyond that you take some of the better customers you have who want to exit their business and just love your brand and you say hey would it be cool if all [53:45] you did was talk about this all day they're like dude this is all i want to talk about anyone like i don't like dancing anymore i want to talk about dance right see [53:51] um and what if we just helped you just help our clients better and then they become the head of product right because if you [53:58] think about the things that we're probably doing you're probably an expert of some sort so you need to replace the products expertise so first you got to [54:04] get a person then you get the process the process around this is called the beta process every single private equity [54:09] firm that we talked to loved this process so you can write it down i actually learned this from management consulting the way that it works is that [54:16] if we need to solve a problem so there's always a problem to be solved right all these ask your customers there's [54:21] plenty of problems right so ask them these are uh problems your clients have problems [54:28] is that what you're talking about yeah yes and then they can upvote the ones that are the most salient to them you take the ones that are the most that are [54:34] that are plaguing the most people and then you say hey who here is doing really well with this and then you get [54:39] you you draw uh draw a line and ideally it's depending on the client size for us we look at the top one percent so we've [54:45] got a thousand locations top one percent is ten people so i want a group of ten to twenty that are in the top echelon so [54:51] cut the percentage wherever you want to get 10 to 20. and then we do a round table and so the benefit to them is that they get to kind of get a bonus [54:57] mastermind with you for free in exchange for sharing all their secrets yep what we do then and this is the qualitative [55:03] process is that you write down everything that each of them says step two is that you reorganize the notes and [55:09] find the common commonalities and the point here is not to do all of the things they do but to do the things that [55:15] all of them do and so a lot like the list that i had for reducing churn was like 180 items [55:20] between all the guys but the one thing that the five things that all of them did is the only five that i took to make [55:26] the solution and so once you have that you consolidate the solution and then you take the guys who are the bottom 10 percent and some middle guys and you say [55:33] hey i have now productized the solution and you deliver it the same way you would to your customers which is through [55:39] a portal and blah blah you don't do anything actually because if you did then it would up the results you say i need you to go through this and we're going to report back in 30 days [55:45] right you can you know have a cadence with them you know once or twice a week whatever you then measure the results here's what's cool about this [55:51] one is if it works you just have something that delivers tons of value and you didn't have to [55:57] generate it it process generated it which means it's not you you're not the guru you're not the face a process [56:02] drives the innovation yep the second thing is if it doesn't work you still report it because every [56:08] entrepreneur would love to know failed tests yeah i would love to know if this headline worked at this one even if it didn't i want to know because then i [56:13] don't want to try it and so it still provides value even if it doesn't work because you proved it didn't work so i [56:20] just want to share that with you because if some of you guys do experiments and they didn't work share them it's valuable [56:25] so that's on the product side right on the the marketing side [56:31] we slowly introduced other people in the ads until eventually it was just them in [56:36] the ads right and then additionally we obviously started the outbound team so that we had multiple channels so there [56:43] was like name was one issue which we solved by getting me out of the inbound and then [56:48] channel dependence was the other issue which we solved through outbound right and so those were the you know those are [56:54] the two solutions uh on that now i want to share something that i think is more important than everything that i've said [57:00] so maybe you can unshare the the thing for a moment um when when when [57:06] i'm sharing the things that are working for the outbound team you can't do it like you can't do it like if you get [57:13] to a certain point if you're at 10 million or 15 million like you can't do it you need other people and you you [57:19] can't hire people with the intention of training them to do the thing it's not hey we need to build an outbound team [57:25] together it's i know that you built two outbound teams for similar type products as me [57:31] i need you to do the same thing here here's some really favorable upside potential for you uh and i need you to build it from here [57:37] and i'll give you all the leeway in the world i'm incredibly patient as some as long as i see progress yeah [57:43] so i have very low patience if i see no progress if i see progress you can go as long as you want as long as we're making [57:49] progress because i know we will eventually get there and so i think that if you use that as a frame of mind that we're not looking for [57:55] people who know how to run but we're looking for people who have already run an olympic gold and want to run another one [58:00] and i'm telling you if you find the players you will be able to build something significantly bigger and this was a [58:06] breakthrough that took me way too long to learn and it sounds stupid because it's so trite and overstated but like [58:11] you need to find champions and you got to pay him well and it will be worth it and there's a book i don't know if layla [58:17] put it in there but there's a book called uh the motive which is a one-sit read it's 130 pages [58:24] with big text and it it fundamentally changed me as an entrepreneur [58:31] and i really think everyone should read it because you can read it in an hour and a half and it will change the way you see operating a [58:37] business because at the end of the day it's just an assembly of people if you want it to be a business if it's you with a [58:43] thousand helpers it's not a business it's just a really high paying job right and so you got to get people who can do it i [58:48] know it sounds stupid and it's obvious but like that's the belief is that and i was stuck at mid 30 million for three years [58:56] and i had mark ford who wrote ready fire aim write his book and he said that the thing that you get [59:02] stuck at thirty and i like skip to the chapter where he had 30 million as a breakdown and he said if you're stuck [59:07] here it's because you're the only one that's you're the juju you're the steam you're the fuel behind the growth of [59:13] this thing but at a certain point there's only so much that one person can push it you get the fourth level of [59:18] infrastructure in the business and they don't know who you are they don't know your vision they don't know how you do things because they're so far they're so [59:25] far three levels you're okay fourth it's an organization it's it's beyond tribe right um and so i was going [59:33] somewhere with that uh when i hit when we hit 30 and i read the book he was like you need to find [59:39] other people who can own their own p ls and become entrepreneurs within your company and what happens is it becomes a [59:45] shift from being a business to being a conglomeration and so if you think about amazon they're not amazon's not a [59:51] business right it's a business of businesses it's a collection of businesses that serve a purpose right [59:57] and so i had to shift my thinking in terms of how mine worked to we have a number of business units that operate [1:00:03] off of one shared spoke of shared services we've got it hr legal finance all in the middle and then we've got [1:00:10] profit drivers that drive revenue across the business units and the people who drive those are responsible and [1:00:16] compensated based on the growth of their business line or their product loan and so then you get people who can start [1:00:22] making 300 grand 400 grand a year 500 a year if they crush it and they should [1:00:28] because otherwise they'll just start their own version of your business and so if you can give them that you can attract the entrepreneurs um who want to [1:00:35] drive growth are really good operators who just have a little bit less risk uh you know tolerance yeah [1:00:41] that's epic so that's the so that that's that really goes for any of them so like outbound if [1:00:46] you're going outbound or you're like man no one can never market like me there's somebody who's better than you yeah that totally is it's it [1:00:52] it's bad for the ego and good for the business um so dude can we talk for a minute about [1:00:59] um about i don't know what the word post exit post exit not even post exit but like [1:01:06] post i've hit my number what yeah i'm bored what's my new role [1:01:11] uh you know who am i what do i do that's stuff just for a couple minutes yes [1:01:17] so i made a video on youtube about this how passive income was overrated and uh it was because we had completely replaced ourselves in the business and [1:01:24] it was still making a lot of money and uh and then we started acquiring other pieces of businesses and whatnot [1:01:29] and those have continued to cash flow and i was like what do we do like we have nothing to do all day and so i think what i messed up is that i [1:01:36] continue to pursue freedom right because that's what all of us here at least i did is freedom was the goal right um and i [1:01:44] thought that it was freedom from work when when in reality what i should have done [1:01:49] was freedom to do things that i wanted um and for me i want to work and it took me a year to [1:01:56] give myself permission to work again because i always thought that if the business relied on me it wasn't a business and i was doing something wrong [1:02:03] and that was a story that i was telling myself and i love working and i think [1:02:08] that if all of us achieve the levels that we have right now it's because we love working we love doing this and we [1:02:14] still have this dream of this exit in our minds but it's not it's i'm just it's it's a it's [1:02:21] a farce it's not true and you wake up the next day and all you do is you know and there's just an [1:02:27] another blunk of money there and you're like well i mean you can only go out to so many nice dinners and nice [1:02:33] restaurants and nice shows at some point you're like i gotta do some and so like i would say that you don't need to [1:02:38] go through it because i spent the last months nine months doing nothing and being bored out of my mind and wondering why i even existed and then it just [1:02:44] eventually gave myself permission to just do the things that i like doing and if it just happens to be that it makes money great and for me and again i got this from [1:02:52] shiran because it's been it was um so good but like the things that light me up are buying and building is it's [1:02:57] expansion and so you know if we end up selling i don't know they gave us the offer this [1:03:02] morning maybe maybe not um but i do know that whatever it is it's going [1:03:08] to be the decision will be aligned with what i am building next yeah and if i think that keeping this will help me [1:03:15] build that better faster stronger then i will keep it if i don't think that and i [1:03:20] will tell you this is when i was contemplating the sale i i could not see past the decision because it was an [1:03:26] unmade decision it was like black it was like i lost my vision i couldn't see past this unmade decision because it was [1:03:31] this variable this huge fork in the road in my life i immediately and i you not i immediately knew [1:03:37] what we needed to do to grow the other company to 30 million in ebitda and what we're going to do for the new company because i'm still building the next [1:03:43] company no matter what um and so i think that the season that i just went through [1:03:48] and i feel like it took me two and a half years um was transitioning from ceo to owner and it took a lot longer and it was a [1:03:56] lot more emotionally difficult a lot more emotionally difficult than i expected why [1:04:03] identity you know um i mean layla had a conversation with our team yesterday like it's so nice that [1:04:08] you guys are gone [1:04:13] did you say that to them or they said that to you no they said it to us they're like i don't want to offend you guys sorry thanks i thought it was like [1:04:19] i'm so great not having you guys in my life sorry no i just thought it was interesting because it you know i think both alex [1:04:26] and i had always prided ourselves on you know for me it was like i have to be the example i have to be working my ass off [1:04:32] doing more than everybody else so that they you know because they're all a players and so i want them to see that i'm doing the same yeah and i was [1:04:38] talking to one of our our guys who's really stepped up and he's one of the you know one of the highest ranked [1:04:44] people in the company and i check in with him once a month rather than you know the because he's not the ceo or ceo [1:04:51] and um i said like how can i support you how can me and alex help you know just want to know at the end of the call he said [1:04:56] can i be really honest with you and i was like yeah he said it's really nice not having you [1:05:02] guys around he's like yeah he's like you know everyone feels so much more creative you [1:05:09] know they have to be way more self-reliant and all of us have to be able to step up so much more since you guys have stepped out and so we're just [1:05:15] growing so much as a team we're so much stronger and i was like man like [1:05:20] everything that you do to get to like 90 of the finish line the last 10 requires you do the complete opposite yeah that's [1:05:27] fascinating so everything about every entrepreneur every level of entrepreneurship based on [1:05:32] my observation my personal experience has been it's it's relinquishing control or at least the perception of control [1:05:38] and so you know when you're when you're at zero to a million you're giving up can you force yourself alex because here's what i'd love to i'd love to do [1:05:44] and i i think you're going there but i just want to yeah i want a mind meld so we've got [1:05:50] this journey and we've got the you know the zero to one and then we've got the one to what's the [1:05:55] next jump is it three ten ten perfect and i say it's like 30 to 50. it kind of depends [1:06:01] on the company perfect and then we'll go up from there a lot of the people on this on this line right now are kind of in this space and [1:06:08] we've got some in in this space but can you just do like top three [1:06:13] for this for this space right here yeah to get past the million you have to [1:06:18] give up um everything with fulfillment so customer success [1:06:23] customer fulfillment right yeah exactly life fulfillment you have to keep up your phone [1:06:30] um i mean that's the that's the the the key part you're also giving up if [1:06:35] you're going one to ten you can't sell anymore right you need someone you need a team of people who are selling on your [1:06:40] behalf so it's you have to not only be able to sell you have to teach people to sell you have to know how to recruit sales people you have to know how to [1:06:46] manage sales people you have to know how to send sales people um and continue to get them uh performing right and that's [1:06:53] a different skill right we know how to sell how many people be like god i close these people so easily and no one else [1:06:58] can sound like me it's like it feels good but you're still way poorer than somebody's got 20 sales guys closing for [1:07:04] so like just get over it like there are people who are better than you at closing because all they're going to do all day is close you're still running a [1:07:10] business yeah so you got to stop selling it's my opinion that 10 to 10 to 30ish [1:07:15] is you have to give up the marketing you have you really have to get beyond that and then at going 50 [1:07:23] plus you know 30 to 50 plus it's like you have to give up the leading which is difficult [1:07:28] right and the zero to one i'm just i'll throw it in there for fun it's like you gotta stop doing then you go to managing [1:07:33] and then you go to leading and then you go to decision making um and so you could say leading and decision making decision making is above [1:07:39] leading that's kind of the ultimate i would say exit is that people are making decisions [1:07:44] on your behalf oh my bad i got this thrown around alex would you say for 50 plus because this is what i was thinking i was making a present like this the [1:07:50] other day and uh i think for 50 plus you go from being the leader of the company to [1:07:56] you lead like the one soul leader but you're actually just the resource yeah you're a guy you're just a guy you're an [1:08:03] advisor yeah you provide capital and you provide connections network vendors that's what like pe does that's what you [1:08:09] know the big guys yeah this is great so can i just say something to cap this real quick is that so if you're stuck [1:08:16] right now you have to think what do what am i holding on to that i need to give up great question and when you're giving [1:08:22] away control i'm not saying okay well i'm not going to be involved in sales anymore it's like no you have to learn [1:08:28] how to put a good leader in there who knows training systems who knows how to recruit who knows how to hire and knows how to send you know how to keep culture [1:08:35] and build a team that can that can work together right those are a lot of attributes and you know your skill is [1:08:41] how do you find that person because because each one of the skills begs the next skill you have to learn how to close you got to learn how to teach [1:08:46] other people to close right then once you have other people close you got to learn how to teach lots of people to close and maintain them then you got to learn how to recruit a sales manager who [1:08:53] knows how to do that right and so each of those are kind of the levels and they also mirror if you think about it they [1:08:59] mirror the levels of of organization in the chart right if you're doing it then there's there's this is you if you're [1:09:05] managing it's one right if you're managing a manager is two right if you're now leading this you you're [1:09:11] leading people who have business units right it's it's three right so and then finally you know you're advising and [1:09:18] you're letting other leaders lead directors who have managers and customers and so right now [1:09:25] i think this is our fifth level of hierarchy uh within the organizations and so [1:09:31] they now function as assets that produce cash flow yeah mini innovators a million this is [1:09:38] so great

===FILE=== ovfzNWcof_4 - Helping a $600K Lawn Care Business Hit $25M (People Problem).txt
https://youtu.be/ovfzNWcof_4
Helping a $600K Lawn Care Business Hit $25M (People Problem)

[0:00] Hey, Alex. My name is Jordan and I'm the [0:04] owner of a multi- lawn care franchise [0:06] locations. We make tall grass short. [0:10] [laughter] [0:12] We've been in business for one year and [0:15] reach 600k in revenue. [0:16] Nice. Nice, man. [0:17] I'd like I'd like to copy and paste [0:20] that. [0:20] Uhhuh. [0:21] And reach 25 million. [0:23] Okay. [0:25] Um and yeah, go ahead. You're good. [0:29] My biggest constraint is people. [0:33] When I hire experienced technicians, [0:36] they aren't always a culture fit. [0:38] And when I hire culture fits that aren't [0:40] experienced, [0:42] we've been unsuccessful in training [0:44] them. [0:45] So this is lawn care. [0:46] And since we were seasonal, we lose half [0:48] the workforce. [0:50] Yeah. And so this is lawn care, correct? [0:53] Correct. [0:54] Okay. So what I mean, this is not me, [0:56] you know, being insulting here. I want [0:58] to be really clear. [1:00] How are you unable to train people who [1:02] are good culture fits on how to mulons? [1:08] Um, [1:09] it's probably the pressure of the short [1:12] timeline. [1:14] Okay. [1:15] And [1:17] with the lower margins, you have to be [1:21] really efficient to be successful in our [1:23] process. [1:24] Uhhuh. [1:26] Okay. [1:28] Um, how are you paying them? [1:33] Uh, we're using pay for performance. [1:35] Okay. [1:36] So, we have a a low base pay. [1:39] Mhm. [1:40] And then a option to earn a percentage [1:42] of revenue. [1:44] Okay. Um, and that option is based on [1:47] what? [1:50] Uh [clears throat] [1:51] basically the budget hour [1:55] has a u a fixed cost for the customer [1:59] and if they complete that work inside [2:01] the budget hour [2:04] they get a percentage of that [2:05] of the of the like excess right so [2:08] they're incentivized to do more jobs [2:10] faster [2:12] absolutely [2:12] does that is that actually working [2:16] it is for the a players [2:20] Okay. So, right now, like you have a [2:22] cleaning business. I'm just going to [2:24] tell you right now, you have a cleaning [2:25] business. Um, the business will always [2:27] be constrained by talent. It's not hard [2:29] to have people who would rather have [2:31] somebody else mow their lawn. And so, [2:33] you will always be in the recruiting and [2:34] training business. And so, this is a [2:36] feature, not a bug. And so, to your [2:38] point of like wanting to be able to copy [2:40] and paste this, the thing that you need [2:42] to nail before you scale is your [2:44] recruiting, hiring, and onboarding [2:45] process. It's like the fact that you're [2:46] getting customers and you can sell them [2:48] all that stuff like that's very easy. [2:50] Also, if you're in a supply constraint [2:52] industry, which you are, you likely have [2:53] more pricing power even though you feel [2:55] like um you know margins are thinner, [2:57] right? [3:00] If you can barely take on more business, [3:02] then you are supply constrainted, right? [3:04] And when you have supply and demand and [3:06] supply constraint, you can typically [3:08] raise prices. What are your close rates [3:10] right now? [3:13] Um, we are like right at 70%. [3:16] Okay. So, if you're familiar with my [3:18] pricing guide, if you're at like [3:19] basically everything above basically [3:21] every 10% above 35, you usually have [3:24] like a 25 to 50% lift in pricing. All [3:27] right. [3:28] Mhm. [3:29] So, let what are you charging right now? [3:33] I'm charging $75 [3:36] an hour. Okay. Um, you could probably go [3:39] up to like, I don't know, 85 95 and get [3:43] away with it because you're closing 70%. [3:45] I doubt your close rate is going to cut [3:47] in half if you go to 95. What are your [3:48] margins right now? [3:51] Um, my margins on the direct cost of [3:54] labor is about [3:57] 55%. [3:59] Okay. And so that means [4:03] hold on one moment, please. [4:06] All right. Right. So, we've got [4:08] 75 an hour. You're making uh 55. So, you [4:11] you pay them 34 bucks an hour roughly. [4:16] Yeah. There's some there's some [4:17] inefficiencies that come that cost us [4:20] driving between place to place and all [4:21] that kind of stuff, right? [4:23] Correct. [4:23] Yeah. Yeah. Got it. So, but for you [4:25] though, if you could add an extra $10 [4:28] per hour or $20 per hour, it' be pretty [4:30] material, right? [4:34] Yes. I I think the reason why we're [4:37] at the price we are is we still have um [4:39] extra capacity and we wanted to fill [4:41] that before we raise prices. [4:43] Okay. So, do you have a legion issue or [4:45] do you have a talent issue? [4:48] No, we we will reach that. [4:51] Okay. [4:52] Um once the like in the next month. [4:54] Okay. [4:56] But that would it would include me [4:58] adding like [5:00] eight new technicians. [5:03] Wait, you just said that you're you [5:05] already have you need to fill up what [5:07] you already have. Correct. [5:10] Uh for for like physical capacity or [5:13] equipment [5:14] for equipment capacity, not headcount [5:16] capacity. [5:18] Correct. [5:19] Okay. [5:21] So, [sighs] okay. So, right now [5:25] you cannot take on more business. [5:26] Correct. [5:30] Incorrect. I guess without [5:35] with [5:36] all right. Listen to me real quick. This [5:39] is feeling complicated. [5:40] You're closing 70%. You're going to hit [5:42] capacity. You need to raise the price. [5:44] You need to raise the price so you can [5:45] pay people better. So you can get better [5:47] talent. That's the process. That being [5:49] said, on the recruiting side, um what [5:52] are you doing right now to bring people [5:53] in? [5:56] Um Indeed [clears throat] ads. [5:58] Okay. I mean, there's nothing really [5:59] wrong with that. We [6:00] use [6:01] I mean the thing that I tend to reject [6:03] is just like at the onset you said like [6:05] people who are good culture fits I can't [6:07] train like how how hard is this to [6:09] train? [6:12] Um it's it's not hard and that's why I I [6:16] put culture into the the question [6:20] because it seems like uh the where we [6:22] really fall apart is you we're trying to [6:24] raise the level of professionalism in [6:26] the industry. [6:28] So quality is really big. [6:30] Yeah. [6:31] and we train them. They they they show [6:34] us they can do the work [6:36] and then when they're on their own, the [6:37] quality falls apart. [6:39] Okay. So part of the incentive, right? [6:42] How do you know the quality falls apart? [6:45] Uh complaints from customers and audits. [6:47] Really, really easy. So the problem is [6:49] your incentive plan is only one-sided, [6:51] not two-sided. So whenever you have a [6:53] KPI, it has to have a has to be a paired [6:55] metric. So the classic is quality and [6:59] speed. [7:00] Right? So, you have a speed performance, [7:02] but you don't have something that weighs [7:04] out the other side. So, in the cleaning [7:06] world, it's you get X per clean, and you [7:09] want to clean as many times as you can. [7:11] But if you have a onestar review or a [7:13] complaint, you got to go back and clean [7:15] it again, [7:16] right? And so, in your situation, it's [7:18] going to be if you get a complaint, they [7:19] don't get paid for the whole day. [7:23] And we do that, but we only hit them for [7:27] the work they have to complete. [7:29] Okay, just make the make it make it for [7:31] the week. I mean, you know what I mean? [7:33] Like you just like you have to enforce [7:34] this. [7:36] Yeah. [7:37] And to be clear, you pro do you teach [7:40] them like how to talk to customers? [7:44] Um, yes. But I would say that 75% of the [7:47] time they don't have to. [7:49] Okay. So then like what are the [7:51] complaints about that they just like [7:52] literally cut corners quite literally [7:55] or don't cut corners? [laughter] [7:58] Yeah. the the short grass that we're [8:00] supposed to make is still long. [8:02] Yeah. Got it. Okay. So, I would say you [8:04] got to do two. Number one, if I'm going [8:07] to pay you this performance thing, if [8:08] you cut a corner, you got to go back on [8:11] your own time and do it. Zero. I'm not [8:13] paying you for it. Number one, that [8:16] would probably be my first level of [8:17] defense. If that doesn't fix it, I would [8:18] say that and you don't get you don't get [8:21] your performance bonus for the whole [8:22] day. [8:26] Correct. said, "I just got to be a [8:29] a little bit more." [8:30] You need to enforce the rules. [8:32] Rules without enforcement are not rules. [8:33] They are suggestions. [8:36] Mhm. [8:38] Like you sound like you want to be a [8:39] nice guy cuz I'm just listening to you [8:40] on the phone. Um but like it's like you [8:44] have to protect the business and the [8:46] thing that you have to pro protect most [8:47] is the reputation because that goes [8:49] fast. [8:51] For sure. [8:52] Right. Okay. Zooming out. We're going to [8:55] raise the price by at least $10 an hour. [8:57] Please commit to that one [8:59] because you have 70% close rate. It's [9:01] not going to be an issue. I bet you can [9:02] go 25 an hour more. It still won't [9:03] matter. Number one. Number two, we have [9:06] to add a second pairing to this, which [9:08] is that if they [ __ ] up, they got to go [9:10] back and do it on their own time. If [9:11] that doesn't, you know, reinforce, you [9:13] know, basically punish the adversive [9:14] behavior, you also pair in that if they [9:16] have to do it, you know, two times in a [9:18] month or I mean, you would know the [9:19] cadence better than me. Two or three [9:20] times in a month, uh, they'll miss their [9:22] bonuses for that. And on the third time [9:24] they lose their job, right? [9:26] Yeah. [9:28] The third thing that um we need to do is [9:31] that you need to be very you need to be [9:33] more specific about the training uh in [9:38] terms of the actions they need to take. [9:39] But I think a lot of this just comes [9:41] down to like if you just put the [9:43] incentive right from what it sounds [9:44] like. If they're never even talking to [9:46] the customers, you got just got to get [9:47] them to do the job. You just got to [9:48] incentivize them well and that's [9:49] basically it. And if you want to, you [9:51] could put a third piece of this, which [9:52] is that they have to take a video on [9:54] their phone of the whole lawn. It [9:55] probably takes, I don't know, five [9:57] minutes. And and then that includes it. [10:01] And and if they aren't demotivated or [10:06] incentivized by money, does that mean [10:07] they're not the right person? [10:09] Um, they should be incentivized by what [10:11] you reward publicly. [10:14] Money is going to be a portion of that [10:16] needs to align with it. But if you allow [10:18] people who cut corners, I love that. [10:19] That's literally lit like what this is. [10:21] If someone actually cuts corners in your [10:23] business and you don't publicly, you [10:25] know, give kudos to the people who are [10:27] consistent and you don't punish or [10:29] remove the people who are not, you [10:31] basically reinforce that it is okay to [10:33] cut corners. [10:35] Mhm. [10:36] It's unfortunate but like you have to [10:37] make an example and vast majority of [10:39] people do not know how to build culture. [10:43] For sure. [10:44] Like you need to be [10:45] if I understand you. [10:46] Yeah. Go ahead. [10:48] is so by setting that example that's how [10:50] you're building culture. [10:52] Yes. You have to define exactly what you [10:55] want into observable terms. You have to [10:57] demonstrate it in front of them. You [10:59] have to uh get them to actually do it [11:03] and then you have to see what they did [11:05] and then you have to immediately correct [11:07] the people who [ __ ] up. You have to give [11:08] kudos to the people who do it well and [11:10] you have to keep repeating it until it [11:12] sticks. And then you'll move on to [11:14] reinforcing people for giving kudos to [11:17] each other. And as soon as they start [11:19] giving kudos to each other in public, [11:21] that is when you'll know that you'll [11:22] start to have built the culture. And [11:23] then after that, what ends up happening [11:25] is they start punishing each other in [11:26] private. Meaning they say, "Hey man, you [11:28] [ __ ] that up. Don't let him see that. [11:30] It's going to get all of us in trouble." [11:34] Awesome. [11:36] Like those are the behaviors. That is [11:37] how you do it. [11:40] Cool. [11:42] Cool and easy. Thank you very much. [11:44] Rock and roll, Jordan. Appreciate you. [11:46] If you are a business owner and you are [11:48] not growing as fast as you'd like, I'd [11:50] like to give you a free gift. So, my [11:52] team and I put together the $100 million [11:54] scaling road map, which is basically 200 [11:56] hours of us looking over all the [11:57] portfolio companies we've had and what [11:59] stages of growth they went through and [12:01] more importantly where they got stuck [12:03] and how they got past it. And so, we [12:05] broke it into these 10 stages and we [12:06] made this little kind of quiz thing [12:08] where if you put in your business [12:09] information, it'll tell you where you're [12:10] at. and the most important part for you, [12:12] what to do for each of the functions of [12:13] the business across product, marketing, [12:15] sales, customer success, recruiting, IT, [12:17] human resources, and finance. And so, no [12:19] matter what you're struggling with, [12:21] someone else has already struggled with [12:22] it and solved it. And so, I'd like to [12:24] give you this thing absolutely free. You [12:25] can go to acquisition.com/roadmap, [12:27] plug in your business information, and [12:29] if you want us to actually help you [12:31] deconrain the business and you're trying [12:33] to scale, we'd love to help you out on [12:34] the thank you page. You can just book a [12:36] call with my team and we will look at [12:38] the business, see if we can help, and if [12:40] we can, we'll invite you out to Vegas [12:41] and we'll do this in person live.

===FILE=== p2ChI4mlotw - How to Fill Your Sales Calendar With Qualified Leads.txt
https://youtu.be/p2ChI4mlotw
How to Fill Your Sales Calendar With Qualified Leads

[0:00] Alex Heroszi, I love you. [laughter] [0:03] I love you, too, man. Let's rock. Uh, so [0:06] I'm I'm Abram. I uh I have an easy [0:09] natural weight loss program for women [0:11] online. [0:12] Uh we do $4.1 million a year right now, [0:16] and we'd like to be at $12 million a [0:19] year. [0:19] Okay. [0:20] Uh [0:21] what is stopping me is consistently [0:24] filling the sales calendars with [0:26] qualified leads. And if I don't solve [0:28] this problem, then you know my team [0:30] can't support their families and not [0:33] hitting my goals bothers me to no end. [0:36] Um, so how could I get more qualified [0:38] leads on my sales reps calendars [0:41] consistently? [0:42] Yeah. So they can feed their kids and [0:43] not be homeless. What are we doing here? [0:44] Right. [0:45] All right. So, uh, primary way of [0:47] getting customers right now. [0:49] Uh, it's, uh, basically 5050 between [0:52] meta ads and organic. [0:54] Okay. And is it IG? is your your organic [0:58] uh mostly uh it's Facebook and Instagram [1:02] for the organic. [1:03] Got it. So it's meta. All right. So meta [1:04] organic and then meta ads for [1:08] uh correct. [1:08] Yeah. On paid. Okay. Got it. Um what's [1:12] uh what's price point and what's ke? [1:15] My price point is $10,000 for a year. [1:19] Okay. [1:19] Or $5,000 for a downell for a year. [1:22] Got it. I'll pull up our cost to acquire [1:25] a customer right now [1:27] it is [1:30] $1,193. [1:33] Okay. [1:33] Cost to acquire a customer. [1:35] And is that paid or blended? [1:38] Blended. I don't I don't know how to [1:39] separate them anymore ever since I've [1:41] been doing paid and organic. [1:44] It's like it's really hard because like [1:45] they'll they'll go through one path and [1:47] then they end up out the other end, you [1:49] know. [1:49] I got you. So, 1100 is blended. [1:52] 1100 is blended. Correct. [1:54] Okay, that's not bad. Okay. Um All [1:57] right. And then you said five and 10K. [1:59] What's the average ticket? [2:01] The average ticket is [2:06] is 5,087. [2:08] Oh, so most people go for the five. So [2:10] you anchor at 10 and then most people [2:11] drop down to the five. [2:12] Correct. Yeah. [2:13] Okay. Got it. All right. 57. Okay. Got [2:17] it. So you need to scale your your your [2:20] demand gen side. All right. So, [sighs] [2:24] dude, weight loss is tough, man. Um, [2:28] h, [sighs] it's tough, man. The reason [2:31] it's tough is there's no revenue [2:32] retention in the business, [2:36] right? Like, after you sell this thing, [2:37] I'm guessing they don't buy something [2:38] else, do they? [2:40] Uh, yeah. We sell them into our back [2:41] end, the community for it. They [2:43] typically stay on for two to three more [2:45] years. [2:46] Okay. What's the price point of that? [2:48] Uh, that one is like a fourth the price. [2:50] We we basically we took the money models [2:53] um approach where we [2:54] Yeah, exactly. So, uh after the first [2:56] one, we sell them for basically half the [2:58] price. So, like 2500 upfront and then [3:00] they do a monthly recurring and then [3:02] they get to keep that monthly recurring [3:04] for as long as they stay in the program. [3:05] And what's the price point of the [3:07] monthly recurring? [3:08] Uh it's anywhere from $50 to $150 a [3:11] month. [3:12] Got it. Yeah. Yeah. And so that's where [3:13] the churn is super low because they pay [3:15] So what percentage of people go into the [3:17] 2500? [3:18] Uh 70% going to the 2500. Yeah. But [3:22] that's astonishing, dude. [3:24] Yeah. And they're they're actually [3:25] thanking us on the sales calls now [3:27] because they're like, "Oh my gosh, I [3:28] cannot believe you're letting me do it." [3:30] Cuz we increased the price of our [3:31] program by $1,000 every six months. [3:33] We're very public with it. [3:34] So everyone that's in the program [3:35] already, they're like, you know, we have [3:37] people that join for $3,000 before and [3:40] now they're like, I get to pay, you [3:42] know, [3:42] yeah, 100 bucks a month. [3:43] $1,500 plus, you know, $100 a month. And [3:45] they're like, oh my gosh, this is the [3:46] best thing ever, [3:47] dude. I love it. I almost wrote a whole [3:48] chapter on it. I love it. Uh, [laughter] [3:51] okay, cool. So, we have to increase [3:53] demand. I mean, if that if these numbers [3:55] are true, which I'm assuming they are, [3:57] right? Um, if you had a three month a [3:59] threeear stick on a 100 bucks a month, [4:02] uh, you've got 10k on the back, right? [4:06] Plus the 2500, you got 125 plus the 57, [4:09] right? So, you're you're at almost, you [4:11] know, 18,000 in LTV, right? And a lot of [4:14] that's margin. [4:15] Yep. Yeah. a a huge part of his margin. [4:18] Yeah. [4:18] What's margin right now on four [4:22] on [4:24] Oh, like what do what do we take home? [4:26] Yeah. What's your net? [4:28] Uh my net for a crap. I'd have to pull [4:30] up the other ones, but um it anywhere [4:33] about 120,000 a month I take home for my [4:37] what I take home. [4:38] Oh, a month. Okay. God, I was like, what [4:40] the hell? Okay, got it. So, you're doing [4:42] uh 1.4 on four. [4:45] Yeah. So that's like the net net like if [4:47] we're just talking about the uh net [4:50] operating costs or things like that or [4:51] you just mean like net that I take home [4:53] as business owner. [4:54] So you got so yeah so you're at you're [4:55] at like 30ish% net margins somewhere in [4:58] there. Yeah. [4:58] Okay. Got it. [5:01] [sighs] [5:02] Okay. [5:03] So what happens when you scale your [5:05] paid? [5:07] So ever since the drama hit, it's been [5:09] way easier to have profitable ads. Like [5:12] it's so crazy [5:13] because as soon as you put something up, [5:15] you spend like $30 and we get a 5k pain [5:17] in full like the next day. [5:18] Yeah. [5:19] And then a week later it is just [5:22] hammering money like and or or the lead [5:25] quality just goes to [ __ ] like right [5:26] away [5:27] and we have to shut it off. So [5:29] um I'm basically just cranking through a [5:31] ton of [5:33] like things for to feed the Andromeda [5:36] engine. [5:36] Yeah. And that works to a point, but I [5:39] can never seem to scale it up to [5:41] wherever I want to get. I've never found [5:42] a I've not found a true winner in like I [5:46] feel like a year now. They've all just [5:47] been really short cycles. [5:49] It's because the game has changed. [5:51] And so what you need to build So this [5:52] will be really this will be really good [5:54] for a lot of people, not just you. [5:56] So you obviously have like when you have [5:58] weight loss in the business like yours, [5:59] it's all demand, right? And so [6:02] um rather than me say, "Hey, let's make [6:03] more better content." I think that that [6:05] one seems obvious. Um, I think what you [6:08] need to build is kind of what I was [6:10] talking about from the tax side, but you [6:11] need to build this you need to build a [6:13] self-licking ice cream cone within the [6:14] business that can basically make you an [6:16] affiliate army. So, for example, like we [6:19] put out gosh, I would say collectively [6:21] probably 500 pieces of creative a day. [6:25] And so you just aren't putting nearly [6:26] enough creative out. Which means like if [6:28] that is the if that is the true [6:30] limitation of the business, which it is [6:31] right now, like right now the thing [6:32] that's limiting your business is your [6:34] creative. You need more creative. [6:36] And so that means we need to have a [6:37] process or a system that creates [6:38] creative. And so my my curiosity would [6:43] be, is there a way that we can create a [6:47] cycle for your customers to make reels [6:52] and shorts about your stuff? and [6:55] basically keep their instead of paying [6:58] $100 a month, it's like you can pay $100 [7:00] a month or you can make me two pieces of [7:02] content a week or five pieces of content [7:04] a week. [7:06] What does that content look like [7:09] them? [7:11] You would look at all the strongest [7:14] hooks in weight loss, tell them what [7:16] those hooks are, let them use those [7:18] hooks, and also make their own because [7:19] that's how you discover new ones. So [7:22] what you need to do, so are you familiar [7:23] with Tik Tok shop? [7:25] Yeah. [7:26] Okay. You want to create your own Tik [7:29] Tok shop affiliate system fundamentally [7:32] for people to create creative to promote [7:36] your thing. Like this is what will take [7:38] you from four to not 12. Like this will [7:39] take you to 50. [7:42] Like this is the highest point of [7:43] leverage in the business for you. [7:46] And so answering the question like how [7:47] can I get a 100red people to make me [7:49] five pieces of content a week. So you [7:51] get 500 pieces of creative and with [7:54] Andromeda the algorithm will read number [7:57] one what they're saying number two what [8:00] they look like in the room and so it [8:02] will match [8:03] because all Andromeda did which is why [8:05] the ROI is so high is they just took the [8:07] the idea of national ad campaigns is [8:09] like gone. It's all sub-segments because [8:12] they want the they want the process [8:15] rather they want the experience for a [8:18] consumer to be feel like the algorithm [8:20] is so catered to them which means that [8:22] advertisers can no longer just be like [8:25] hey buy my [ __ ] right it's like you have [8:27] to be like oh you're just like me who [8:29] look like you talk like me and you're [8:30] making those recommendation now more [8:32] likely so marketers love it and hate it [8:34] because it's your experience is 100% [8:36] what Andromeda does you get better [8:38] rorowaz and it burns out in two [8:40] And so I just happened to come like the [8:43] biggest gift I ever got was I started as [8:44] a local business owner. And so I had the [8:47] same 100,000 people I could advertise [8:49] to. So I had to make fuckloads of [8:51] creative before it was cool. So that's [8:53] why I I I flexed this muscle a lot. And [8:55] so it but your needs at your spend is [8:59] beyond [9:01] like you're you're going to need [9:04] I make your target 500 pieces a week. [9:08] 500 piece a week from the my clients [9:10] just talking about whatever these hooks [9:12] are. So if andromeda [9:15] the static and um uh static and video. [9:19] Yeah, that was going to be my question [9:20] because the uh when I have uh Andromeda, [9:24] I have that's exactly what my split is [9:25] right now. It's like 50/50 uh text and [9:28] images and video, but uh [9:31] the messaging has to be 100% unique [9:34] between every single creative for it to [9:36] crank like that. And I I mean like [9:37] literally nothing is the same. Like the [9:40] like the entire thing is com all of them [9:42] are like 100% different. That's why they [9:43] crank so much. But so if I have my [9:45] clients doing this and they're putting [9:47] out this five piece of content, am I [9:48] telling them, hey, these are all the [9:50] best hooks. Everyone record these best [9:51] five hooks. [9:52] They can make the same brand messaging. [9:54] They'll be fine. Yeah. They did like [9:55] they could for sure. Like if you have [9:57] different people saying the same thing, [9:58] that's totally fine. [10:00] Okay, that would still that would still [10:01] be okay. What about do I need to worry [10:03] about like brand messaging inside of [10:04] like what they're saying? [10:06] Prove it. I mean, you can watch them. [10:08] Oh, no. I mean like uh like I want to [10:10] sell easy weight loss for women. Do I [10:12] have to make sure they say that specific [10:14] thing, you know, like or do I have to [10:15] say like lowered my cortisol? [10:18] Dude, if you can get that past the ad [10:19] scraper, if you get easy weight loss for [10:21] women working, [10:23] amazing. A lot of I mean, dude, you're [10:25] skating on thin ice on that one. [10:27] Yeah. [10:28] Easy, fast weight loss. [laughter] [10:30] Yeah. Yeah. [10:32] The only thing else you need is free and [10:34] you be And you'll hit the trifecta, [10:35] [laughter] dude. [10:36] Yeah. Free guaranteed. [10:38] Yeah. Fast, easy, free weight loss. [10:41] Uh, no, that's what you need to do. You [10:42] need to build out the machine. Um, and [10:44] do you already have um AI automation set [10:47] up so that you can get 100 or 200 uh [10:49] statics a week just cranking to you uh [10:51] without you doing anything? [10:53] Uh, no. I write out all the copy. Um, [10:56] No. Every day. [10:57] No, dude. No, dude. [10:59] Yeah, that's because I' i've tried. [11:01] Yeah, because I've done the uh the AI [11:03] ones I've done or I guess it's all [11:05] testing cuz I I don't know. Like some of [11:07] the ads I think suck ass and all a [11:09] sudden I put them out and they rock. So, [11:11] like I don't know what's going to be [11:12] good. So, if I'm putting out the [11:14] different uh like text and imaging [11:16] things, do you have like best practices [11:17] that you guys have seen work right now [11:19] where if you guys are are you doing like [11:21] five different um [11:23] image or one image and like five [11:25] different copies and then you're doing [11:27] advantage creative or anything specific [11:29] that you guys are seeing? [11:30] Dude, we're just cranking so much [11:31] variety and then whenever we do have [11:32] winners, we add it to the winner the [11:34] winner sheet and then that feeds the AI. [11:39] Gotcha. Oh my gosh, why am I not doing [11:42] that? All right, I've been I took my [11:43] winning emails, you know, I should Why [11:45] am I not taking my winning ads? Like, [11:48] all right, so makes a lot of sense. [11:50] Good talk. [11:51] Awesome. All right, [laughter] [11:54] appreciate you, man. [11:54] I will definitely do this. Yeah, thank [11:56] you so much. [11:56] Yeah, you bet, dude. Rock and roll. [11:58] If you're a business owner and you are [12:00] not growing as fast as you'd like, I'd [12:02] like to give you a free gift. So my team [12:04] and I put together the $100 million [12:06] scaling road map, which is basically 200 [12:08] hours of us looking over all the [12:09] portfolio companies we've had and what [12:11] stages of growth they went through and [12:13] more importantly where they got stuck [12:14] and how they got past it. And so we [12:16] broke it into these 10 stages and we [12:18] made this little kind of quiz thing [12:19] where if you put in your business [12:20] information, it'll tell you where you're [12:22] at and the most important part for you, [12:24] what to do for each of functions of the [12:25] business across product, marketing, [12:26] sales, customer success, recruiting, IT, [12:29] human resources, and finance. And so no [12:31] matter what you're struggling with, [12:32] someone else has already struggled with [12:34] it and solved it. And so I'd like to [12:36] give you this thing absolutely free. You [12:37] can go to acquisition.com/roadmap, [12:39] plug in your business information, and [12:41] if you want us to actually help you [12:43] deconstrain the business and you're [12:44] trying to scale, we'd love to help you [12:46] out on the thank you page. You can just [12:47] book a call with my team and we will [12:50] look at the business, see if we can [12:51] help. And if we can, we'll invite you [12:52] out to Vegas and we'll do this in person [12:55] live.

===FILE=== pLhQOYMGa88 - Learn Email Marketing in 39 Minutes!.txt
https://youtu.be/pLhQOYMGa88
Learn Email Marketing in 39 Minutes!

[0:00] in this video I'm going to show you how to turn $11,000 into $45,000 through email and over the last 90 days we spent [0:07] just under 10 million emails from acquisition. comom and we generate tens of millions of dollars across our portfolio using email itself and in this [0:15] video I'm going to break down emails that I've sent and I'll give you the 10 tactics that have worked very well for us so far first things first here's why [0:23] I think you should do email I was a and decided to not email for the vast majority of my life because I hate [0:30] money apparently and so the average Roi for email depending on the source you look at is between 35 and 45 return so that means that for every dollar you [0:38] spend on software or putting time into your email you can get like $45 back like imagine if there was a stock [0:44] investment that you could 50x in a week well that's kind of like what email is and people still don't do it myself [0:53] included and part of the reason that making money on email is more profitable is because you actually already spent the time to acquire this contact and in a lot of ways emails just follow up and [1:01] so you spent the cost to acquire the lead now you're just reminding them that you exist and so basically the only real cost is just whatever software you use [1:09] and whoever or whomever you may have to pay in order to write the emails that's pretty much it and so one email writer can send an email to 10 million people [1:17] and that is a tremendous amount of Leverage that you get in your business that a lot of people ignore on top of that email is one of the most consumed [1:25] media platforms and it hasn't died down so 61% of people check their their email multiple times per day 20% of people [1:33] check it multiple times per hour it has almost the same consumption rate as social media in terms of how engaged some of the users are of people reading [1:41] their emails every single day and what's cool about email is that it's actually uh uniform across age groups and so you can see between 15 and 24 25 and 44 45 [1:50] and 64 and 65 plus pretty much everyone 90% you know plus or 84 the very end bracket there read email all the time if you're going to master something it's [1:58] one that transcends age groups and I'll bet you even though we don't have the metric it transcends countries as well I would bet you that UK people probably [2:06] respond similar to us people probably even respond similar to Chinese people in terms of their email consumption and I know just because I've gone back and [2:13] forth with Chinese you know uh providers and warehouses and things like that they're pretty responsive on email too and so a massive very invisible platform [2:21] and so as I think about email the objective of the email has one of two purposes one is to increase the likelihood that this person purchases in [2:30] the future or that they purchase that's fundamentally it and so basically has the exact same objectives as content and [2:37] so it's just a different form of content consumption except where you can guarantee that you get delivery whereas when you make a post the algorithm [2:45] decides who gets to see it when you send an email basically your past performance determines whether or not they get to see it and there's a couple little [2:52] tricks to make sure you get in the right email inbox and not get in the promo tabs we'll go over some of that stuff but big picture you actually have the list and you send it directly to them [3:00] 3 minutes and if you're embarrassed by the way that you haven't sent email then worry not because I am too and I will show you the first email sent to my list just not [3:08] that many months ago that's obviously within acquisition. the portfolio company send emails all the time but I hadn't sent anything to mosy nation and so this was it so I started with subject [3:17] is this on and I just said that because I thought it was funny I started with a quote that I like a lot which is it only takes 20 hours of fol effort to get proficient any skill the problem is most [3:26] people waste years before they start the first hour so I've been making content for four or 5 years now and I had yet to send an email and so that quote of mine [3:34] felt rather appropriate for myself the thing is is that I think you can model something like this like if it has been a minute for you like you're like I should have been emailing it's okay you [3:42] can start whenever you want and the day you start is the day you start getting 45 plus Returns on the time and money put into it so I said after 13 years of [3:50] business I'm finally going to write you I know a while the fact that it's taking me this long is doubly stupid considering people think that I'm an author and part of the reason I actually [3:57] didn't send emails before is that I'm so select with your attention I don't want to waste it ever and so I would rather not send you something at all rather [4:04] than send you something bad that's number one number two is that I'm very picky with written word and so if you ever see written word across any of my social channels believe it or not I wrote it it either came out of my mouth [4:13] or I physically typed it it's directly from me cuz for some reason I feel like written word carries more ump than anything else does and it's probably why even in like legal discourse if you have [4:21] written proof and contracts are legally binding it's because it's written there's something powerful about words I basically break this whole down and say [4:28] hey I'm starting M money minute which is basically the name of my newsletter so my whole goal was how do I provide value in under 60 seconds so someone can read [4:37] it and immediately get something that they can use in their business and so my goal is that I hope I pay for myself with every email that I send and I also include one thought that's improved my [4:45] life and so for here if I were to like apply this to this it' be like okay this is kind of the thought that improved my life and this one I uh I don't have a tactic that improves their business but [4:54] maybe just reminding them to send emails would be the first thing but everyone after that that are officially mosty money minutes do so let's dive into those now let's talk about different tactics so first things first everybody [5:02] wants to talk about how much you can make from email but no one talks about unsubscribing right no one wants it's like the dirty oh yeah people UNS every time you send a communication out [5:10] there's going to be people unsubscribe and I don't see unsubscribing nearly as negatively as other people do and I'll explain why when I look at our people [5:17] who show up to workshops a lot of times they are people who unsubscribed so it's not an insult it's like they know who I am and they they're they're in I don't [5:26] see it as a negative per se also every single day thousands of people unsubscribe from my Instagram thousands of people unsubscribe from YouTube but I [5:33] just have more people who subscribe and so I just see the process of advertising is letting people know about your stuff and so if someone unsubscribes they [5:41] absolutely know about you and your stuff and it doesn't necessarily mean they don't want to buy it just might not mean that that form of communication or that particular inbox they opted in with is [5:50] the one that they want to use fine no big deal so instead of trying to hide it it's like probably the the like I if I see a brand try and make unsubscribing [5:59] hard I hate them and so I have always tried to do the opposite of that I think number one is that you want to make unsubscribing easy don't keep people captive and let me explain by that is I [6:07] don't want to keep sending emails to an uninterested segment of my list because it'll actually make my domain deliverability go down long term by [6:15] sending it for vanity metrics of look I sent more emails I actually decrease the likelihood that the people who do want to read my emails actually get them and [6:22] so that's why you want to make unsubscribing easy because if you make it hard they might not unsubscribe but then they go dormant which is actually worse for you so make it easy I want to [6:31] be real with you for a second if you haven't sent email or you really don't send off in like once every six months or something the first time you send an email you're going to have a higher [6:38] unsubscribe rate than normal and that's okay I call it shaking the trade it's basically like pulling forward churn it's the same thing if you correspond with customers who are on a recurring [6:46] Revenue business and you haven't been emailing them or haven't been reaching out to them you will always get more turn you'll get next month's turn and this month's turn all at once and so the [6:54] highest turn I ever had was on the first email I ever sent and so it was like just over 1% which is crazy right but now it's like 042 unsubscribe rate per [7:03] email which is fine as long as we grow higher than that between emails that's a that's a good Roi and it's like you have to take the logical extreme here if you [7:11] are unafraid to email because you don't want to get unsubscribed why do you have emails to begin with it's kind of like saying well I don't want to post content because then people would stop following [7:19] me it's like well the only point of them following you is to advertise your stuff and so if the logical extreme of this is just never do anything then that's [7:27] probably not the right conclusion number two two and this one is a little bit more advanced but very worth it so hopspot ran a really cool research study [7:35] where they saw that they had an incre so already insane Roi for email they had a 791 per increase in Roi from email from [7:42] one thing which is people who segmented their lists got way higher Returns on email which should be somewhat [7:50] unsurprising right like if you send the right emails to the right people then they will be more likely to buy your stuff so if I send a beginner email to a [7:57] list of advanced people they'll be like this is not for me and to the same degree and also it doesn't have anything to do with the email just might not be right for them and to the same degree if [8:05] I send an advanced thing to people who don't have a business or want to start a business then they're going to be like this doesn't apply and so it's way less about how good the email is and so much [8:13] more about who's getting it and so segmenting the list is basically like if you have any qualifiers on your optin so like revenue or if they have a business or don't have a business which are some [8:22] of the ones that we have in our our opt and process this allows us to send content that's more applicable to those people and so when we have our list we say oh let's just send this to the 500k [8:30] plus let's just send this to the 5 million plus let's just send this to the 0 to 100K and so a lot of people want to lie cuz they think they're going to get like a better experience if they go up [8:38] but like you're just going to get stuff that doesn't apply to you so just be honest when you're putting your info in so let me pull up a sample email so we can break down the structure so you can think about it now to be clear you don't [8:47] have to do this I'm just going to explain what I was doing and if it's useful for you great number one on the subject heading I thought a lot about this because on some hand there's a lot [8:55] of Internet marketers and and and and digital guys who you know they they split test that the hell out of their subjects and I thought about this more [9:02] as like a podcast where it's like podcast episode X and then it just keeps going because my thought I'll explain was if I can basically develop the brand [9:10] of mosy money minute to be very strong then eventually it will get to the point where independent of what I have after MOS money minute when people know that [9:17] they always get value in the past when they read it they'll just click going back and forth on this I was like I want to build the brand of my email to be strong and so on one hand you could say [9:26] well if they know it's from you then that could be the brand but we sent other emails as well that are not mosy money minute so I wanted mosy money minute to have its own kind of like [9:34] little space in someone's mind that was a choice I made you could obviously just have your subject be proof over a promise that's your call but that's why I decided to stick with it and that's [9:41] what I've done so right off the bat I think about everything in terms of feedback cycles and reward and so I want to reward every action that someone's takes and so if someone first reads the [9:50] email then if they've been rewarded in the past from asum minute they'll click and they'll open it now I need to reward them for that so a lot of people think about Behavior as what happened before [9:58] that triggered someone to do something but that's actually not how Behavior works and that's been proven the way Behavior works is that you did that thing because you did it another time in [10:06] the past and rewarded for it so if you want to see why someone does something look at what happens after they do it because when you do a behavior do you do it to get something to change or to [10:15] improve your life in some way right words I like I start the email here because I want someone even in less than the time it takes to read the email to [10:23] immediately be rewarded for clicking an opening for me a a quote or a tweet is something that's in one glance they can be rewarded for taking the first action [10:31] that's the first thing I'm doing now the next thing is that I have kind of the meat of my email now for me my me to the [10:38] email I keep under I think 200 words because it's roughly a minute and so that's been kind of like the mosy money uh minute kind of promise that being said we also send other emails that are [10:46] really long so Lila sends emails to the kind of like the most qualified businesses on the list uh that we have that you know generate the most revenue and hers tend to be a little bit longer [10:54] and that's because she tends to teach more via story I have a little bit more like tactical style her emails do great too so I want to make sure that this [11:02] doesn't seem like rule of law I want to explain why I wrote my emails this way so we have our tactic and I very clearly there's a lot of times where I'm like [11:10] man I could put this other thing in one concept just keep it on one thing because as soon as you start in you're not writing a book here it's just what is one very clear thing and I just keep [11:19] cutting it down until it's like this is what's happening and so you want to basically introduce a a problem or condition that makes the solution viable [11:27] so no matter how good your product is a stranger won't believe you because you're biased okay so that's a problem if strangers don't believe you okay so the easiest way to overcome this it's [11:35] overwhelming social proof okay there's a solution but now how do I do that and so then I put a little extra line and de so so few businesses do it here's an easy [11:43] tactic to display tons of proof you already have but aren't showing this is one where they already have all the stuff they're 6 in away from gold and we just need to cross the barrier and so I [11:51] just said cool if you're bricking mortar print out every five star review screenshot it across all review sites online then frame it with $1 frames you can get from the dollar store cover your [11:58] lobby Flor to ceiling with them and see the PS statement for a realer example so that also and that's a little bit of foreshadowing I'll show you um for something else that we do in the email [12:06] now if you're online then you read the one for online after that it's like cool I delivered my one minute of value that any business owner can immediately use in their business because almost every [12:14] business has a few festar reviews on some platform that they can immediately repurpose to get strangers to believe them more and then ultimately some more [12:22] stuff I have my little sign off and underneath I have a CTA so if hey you're scaling your business go here if you want to start a business go here so this us this goes to school this goes to [12:30] acquisition. comom for workshops cuz that's for businesses that we're not necessarily going to do a deal with or maybe we'll do one in the future it's just an easy way for us to meet them so [12:37] it's just like cool come fly out we'd love to meet you okay so PS I always have a PS statement in every email because beyond the headline it's the [12:45] most read part of the email so not having a PS statement is PS stupid so have one the thing is is that I think about this as again what have they just [12:53] done so they have Now read my email so I want to reward them for reading my email and I want to encourage people to click because one of the things I think a lot [13:02] of people try not to do is try to get people not to click or send too many links so sending too many links is a bad thing so that's true in terms of getting someone to click you want to regularly [13:10] get people to click because you want your audience to be rewarded for clicking in general and so if you have a Blog that you send out don't put the blog in the email put a really [13:18] interesting nugget from the blog in the email and then click there so that they can read it and so you're just you're training the audience and rewarding them ideally if the blog is good they will do [13:26] it again just like mosy money minute if your blog is good it'll increase the likely they do it again if your blog is bad or your emails are bad they'll decrease it and so this is why I see [13:34] this very much as content because it has to be good and I and think about the alternative scenario if you have four good emails and then one terrible one it can just like that one was just so [13:42] useless that they're like ah I'm not going to do this again I would rather just extend a period of time where I haven't talked to somebody and just make sure that what I send them is good and [13:51] long term if people don't open your emails then you'll eventually end up in the promo tab which is kind of like email death like no one ever really checks that even if you have good stuff [13:59] and so you want to obviously get people to read your emails quickly so that's one email now let's talk about a different tactic so mobile optimized [14:08] design so right now 58 60% of global internet traffic is mobile devices and what's crazy is that a lot of people's [14:16] emails are not optimized for mobile viewership and that's where a lot of people are actually going to be reading your thing and so you want to make sure that you look at your emails on a [14:24] desktop format and on a mobile format so that they display the right way for for the viewing platform they're being viewed through when you do that all you [14:32] do is first objective of email increase the legy they convert and this is especially true if you had images to your emails this is more like e-commerce does a lot of this that's where like [14:41] images can get totally messed up not look good it just looks unprofessional and totally plummets the clickthrough rates for your emails number four [14:47] consistent layout SL format I tend to love templates I love to just figure out what works and then do it over and over [14:55] and over again so in the beginning you might experiment a little bit but if you see that a certain form format gets more responses or more click-throughs then it's like cool let's just do that over and over again and so you'll notice that [15:03] the mosy Monday minuts more or less have the same format they have the thing they have the content they have the CTA and then they have some sort of PS statements or the CTA is the PS [15:11] statement but that's included in every single one of them I want people to know what they're going to get think about McDonald's it's like I don't want any surprises I'm expecting Big Mac I want [15:20] fries I want my Coke and so today's Big Mac fries and coke is different than yesterday's but I don't want it to be different it's not the same Burger but I [15:27] want it to still be just as good so let's rock on to the second one same thing mosy money minute 391 per increase in sales from one change okay that's interesting I'd be like I would click [15:35] that so words I like so this is the immediate reward ideally for them clicking so they're like cool I got some value from that and I just use tested stuff because I just use the tweets that [15:43] I know that people have shared the most and so hopefully also you might get people who share your newsletter or your emails as well which is kind of the point now after that I've got my my [15:51] content bucket again this is under you know 200ish words I just try to remind people that I keep this this promise like that's all kept this under a minute awesome then I have my TTA and then I [16:00] 16 minutes have my PS statement and so you'll notice this very common theme so similar subject reward them for that meat of the [16:06] content CTA PS statement you can alter like where the CTA is where the PS statements like these things I think you can alter around cuz a lot of times I [16:14] just make memes uh for my for my PS statement I don't think there's any science around it I just think it's fun you can do that or you can obviously have your P your PS statement B your CTA [16:22] for whatever it is all of those are kind of viable I don't like rules in general the fundamentals are always going to be to reward for every step in the process [16:29] so because I can provide value to you in under a minute I'll also tell you what this tactic was so speed to contact so I believe in this so much I started almost started to fund a buying businesses just [16:37] to implement this one tactic so it's simple to understand it's hard to do but if you can do it in a few minutes so you call leads within 60 seconds of opting in so Harvard Business Review publish a $100M Leads: How To Get Strangers To Want To Buy Your Stuff (Hardcover) acquisition.com [16:45] study that demonstrated an average of 391 per increase in sales 3 91% increase in sales so let me ask you this right [16:52] now is there anything else that you have on your docket that could quadruple the sales of your business no well then that would basically mean that calling leads [17:01] fast should be the first priority that you have because it could quadruple your sales CU if there's nothing else that can do it then that should be the [17:09] priority of the business and if you're like man I don't have the sales staff to be able to to have that kind of coverage well you can afford that sales staff with the [17:17] 391 increase in sales that you're going to get as a result I love tactics like this that are just massive unlocks in businesses and that's the type of stuff [17:24] that we go over in our scaling workshops which is why that was the CTA next Tactical nugget so optimize preview text so this is one that I actually learned [17:33] more recently for our stuff so maybe embarrassing whatever optimizing preview text for the email so you know when you look at your all of your emails you see the Bold subject and then after that [17:41] you've got like that little bit of text afterwards that little bit of text is kind of like the when you hover on a a YouTube video and it shows you a couple [17:48] it's preview right and so that preview has a big impact on how many people choose to open the email and so right [17:55] now it has for us had an increase of 24% % and just to give you an idea here 24% of people so one out of four people check that text before they even open [18:04] and so uh that's what they reported I would bet it's even higher than that it takes 10 seconds to do this and is so worth it because if you don't then it'll [18:11] just take the first 150 characters of your email which may have just like hey John blah blah blah like it doesn't it's it's not valuable right and so we want [18:19] to pull the the most valuable nuggets forward especially things that induce curiosity next tactical nugget clear CTA so I'm not going to harp on like of [18:27] course you want to have a reason to do it and you have a reason to do it now and tell them exactly what they get those are you know CTA 101 but I think that having basically a continued [18:36] interest CTA and then have a I want to take action and buy CTA are not terrible ideas to have in an email and so I'm not [18:44] saying like I don't I'm not one of these people who's like only have one link only have one CTA I think you can have more than one but it's more that you [18:50] only want to have one per audience or per objective now if you have five then that can get you know kind of aggressive overall but I think one or two you're [18:58] safe as long as there's a clear reason that someone would click one versus the other all right let's rock another one so mosy money minute so easy 21% profit [19:05] increase for recurring businesses so boom reinforce if you grow your business without fixing your problems you grow your problems instead all right so annual renew fees [19:15] so this works for any business recurring or reoccurring but especially recurring obviously so if you have a membership or recurring Revenue model and keep people over year this is a great profit tactic [19:22] that adds a ton of Revenue so it's a onetime annual fee on top of your monthly so it doesn't interfere with with Front End Sales cuz it happens a [19:30] year later so it's not immediate so people don't not sign up because of this fee and if someone stays a year they're also very unlikely to leave and so the [19:37] fee is usually the price of about 1 to 3 months and by adding it in you add 8 to 24% to your Revenue without incurring any cost so if you have a call it a 20% [19:45] margin business and you add another 20% to revenue with no added cost you double the profit of the business from one thing which is by adding an annual [19:52] renewal F in and so this allows you um to keep your advertised your adverti pricing because that's what influences your conversions whatever your monthly price is but then also get the benefit [20:01] of having a of the profit of basically a price that's about 8ish to 25% more than your current in terms of annualized and [20:08] so for example if I charge $39 a month I might make my annual renewal 99 so that's 2 months this takes my annual [20:15] revenue per customer from 468 to 567 that's a 21% increase and so it makes my effective monthly rate 47 per month so $100M Offers: How To Make Offers So Good People Feel Stupid Saying No (Hardcover) acquisition.com [20:23] look at the difference here but if I had it 47 I might convert significantly fewer customers and so this kind of Blends the benefits of a lower cost up [20:31] front but gets the benefits of the higher price and that's why it's such a cool tactic very effective if you use it well so again CTA and then this one was [20:39] a funny one where the other ones were more tactical this one is like hey here's how it's just a funny meme so in the spirit of PS statements if you like [20:46] these types of tactics and want 60c things that you can immediately use to make more money in your business you can just go to acquisition. comom newletter and you can opt in there and I'll just [20:55] keep sending you this stuff twice a week which actually brings me up to the next point point before I get to the next email which is how often should you send email and to whom should you send it big [21:03] picture after talking to the best email marketers I knew before deciding to start my uh newsletter number one is the [21:10] perfect Cadence seems to be around three times a week all right now again I don't like rules and if you hate rules as much as I do then nothing is a rule all right [21:18] you could send two you could send one whatever but most people found that basically the more often you email the more you will convert it's kind of like more content but there is a spot where [21:25] people are like I'm getting bothered but the thing is is that's where I feel like like putting more effort into making the emails high quality pays dividends [21:33] because think about it like this if you send someone stuff that always makes them money then how much would they like you to send them tons and so that's why [21:41] I I'm a big fan of like I don't really have promotional emails per se I'd rather just have every email be valuable and then just say like hey if you found [21:49] this valuable you can go here and that way I don't have to balance like what's my give ask Ratio or anything like that it's like I'm just going to only purely provide value here just like content and [21:58] if you want to take next steps towards doing or working with us or something like that then you click the link that's made easily available to you so to me I [22:06] see like just having your link or like what you do or whatever your lead magnet is in there is kind of like having your link in BIO so like if they want to find [22:13] out more you just make it easy for them so Cadence wise if you haven't started yet start with once a month and then you can move on but I will say this and this [22:20] is the thing that broke the barrier for me is that I actually was like okay how many emails do I want to send and so I said okay I will commit to twice a month [22:28] and so I actually sat down and wrote 24 emails and it took me like half a day and then I thought well shoot I could have been doing this off a half day's work I could have been emailing my whole [22:35] list for a year and so after I saw how I don't want to say easy it was but how I could do it I then decided to commit to doing it and now we do significantly [22:43] more than that but that was kind of like the if you just write 12 emails and you're like cool I've actually written all my emails for the year and then everything else on top of that's bonus and the reason I'm even making this [22:51] video because it's it's not typical for me to talk about something that I haven't done for an extended period of time but I had had such a positive [22:58] response from uh mosy Nation from the mosy money minute that I thought I would make this video for you cuz honestly like this is one of the I would say [23:06] honestly one of the biggest mistakes I made in my career was I waited so long to email and actually almost all my businesses like gym launch I didn't email until like 2 or 3 years in which [23:14] is insane it's it's just saying no to money and I should have just done it it was just the amount of effort that it took I didn't want to add something else [23:22] to my plate cuz I was always so spread thin but now that I understand how much the return for email per unit of effort it's totally worth it and I'll give you [23:31] a side note like we didn't do any email follow on school for a different reason we had some technical stuff because we wanted to do it through the platform and then as soon as we started doing email [23:38] followup we got a 40% lifting conversion so it's like dear God like what else is going to get you that kind of lift and again it's free strongly recommend doing [23:47] it start with once a month get them all just block them all out and be like okay I've got that done and then every time you feel like motivated to do one you can just add on top and it's just gravy [23:56] it's bonus I personally also don't like committing to a Cadence I don't really commit anywhere to a Cadence I never want to feel like I have to make [24:02] something because then whenever I have to make it it's not as good as I want it to be and so I'd rather just have a quality threshold that if I've got two [24:11] good ones in me then two is what's going to go out if I've got four in me four is what's going to go out but if I've got zero it's zero let's talk about tactical [24:19] nuggies which is the actual stuff inside of the email and so we want email if you think about the hypothetical ideal email [24:27] it should be one that looks like emails that you would exchange every day and so often times emails that you exchange every day are pretty much all text a [24:34] handful of sentences and then that's about it maybe a link maybe not a link there's usually not a lot of images and so we want our emails to approximate [24:43] that as closely as possible because the equal opposite of that is that it looks like the Vegas Strip inside of the email right that looks like 100% promotion which then the algorithm you know AI is [24:52] pretty smart nowadays they're like oh this is just promotion and so that they can put it into the promo Tab and so you want it to just look like an email and so you want it to be as much text as [25:00] 25 minutes possible for us we don't send images and if you do have the link it's you've got one maybe two links in there Max and we've also noticed that if we put more [25:08] money stuff in an email it tends to get a higher percentage in the promo Tab and so I try to remove money language from the text itself to increase the likel to [25:17] gets in the right place if you're like why am I why do I even bother making it only plain text why do I even bother only you know limiting the number of links why do I bother having you know [25:24] less money in the title why do I even bother asking them to reply why don't I just send it to them automatically for whatever the lead magnet is well I'll [25:31] tell you why right now for B2B 16.99% of marketing emails don't even get into the inbox let alone promot tab they don't [25:38] even make it and so that's because of your domain Authority and so basically you want to have you have a reputation with the email servers on how good or [25:47] how high quality the emails that you send are and so by doing these steps it's it's kind of like 100 golden BBS there's no one one silver bullet that solves all this stuff it's just [25:55] consistently providing emails that people engage with and that they do click and they do open that they do read those are all indications that the stuff that you're sending is high quality and [26:02] that it's improving their overall email experience and so just like every other platform I I will make this very strong statement which is don't try and figure [26:10] out hacks try and simply align what you do with the objective of the platform the objective of an email provider is that they provide the highest quality [26:19] email experience and sift out the fewest important emails cuz that think about a terrible experience if someone's like hey I sent you this email and I'm like I [26:28] didn't get it and they're like yeah I sent it and then I look and I'm like I'm not I'm I'm you know Google is is is taking all these important emails I may consider switching servers I would say [26:36] that's the worst thing that can happen so that's why they they like they will let emails through the equal opposite of that the false negatives is when I'm like man this the the filter on this [26:45] spam is so weak I'm just getting all these spam emails constantly now that'd be less likely than the first scenario but still an increase in likelihood that [26:53] I might consider switching email providers and let me give you a 2011 Advanced TX itic if you want an even higher clickthrough rate and [27:00] 27 minutes deliverability rate make the link something that's Google native and so if I want to send a YouTube link then that'll probably have a higher deliverability if I want to send a sales [27:08] letter I can have it be accessed in Google Drive because they understand what the file is if I want to send a vssl I can also have it uploaded to Google Drive and so sometimes these kind [27:16] of like Hokey more duct taped look together type assets that you might send sometimes they actually convert even better so if you haven't tested it out [27:25] worth a shot next nugie is AB testing subject declines so I told you that I'm trying to build the brand of mosy money minute and so I'm willing to sacrifice a [27:33] little bit of short-term open right so that longterm the audience that becomes hardcore about mosy money minute will just always open the mosim money minute but even so the things after mosy money [27:41] minute will still have an influence on that and so having an AB split test for your headline or your subject will test [27:48] for a small percentage an AB and then once it has the winner will then send the rest of the list the the winning combination and this more and more [27:57] platforms are getting intelligent about this like YouTube does the same thing for thumbnails and uh headlines cuz some of you guys are like I I see you're switching this out it's like duh there's [28:05] a split test tool of course we're going to split test it but the same thing works for email so that's a perfect segue to okay well how do I get people to opt into my list and so what I want [28:13] to do is I'll read you the email that comes in um after you opt in and so one of the things that I do is I like to PE like when I write my books I always [28:21] inevitably write a couple chapters that are really valuable chapters but don't like really don't flow with the whole books kind of theme but they're still [28:29] really good and so rather than just like toss them or use them as like a YouTube script I still finish them and make them book quality but I just peel them out [28:37] and say hey I'll just give this to you when you opt into my list and I have other chapters that I've written that like when we do our next launch I'll have those as bonuses for doing it and [28:46] so the only people that get them though is the people who are on the list and so I like to have little bonuses that are [28:53] platform specific that give people reasons to also be subscribed there and so it's like if I could do something like that on YouTube I would but I have [29:01] to do it through a link so at least on email I can make something that gives people a recent to sign up Beyond just immediately getting tactics that will always make them more money this one [29:10] breaks the mold but I want to walk through why I think this this email is important and so first thing is I have a little bit of anticipation I've got a big announcement that's coming right and [29:17] as long as you're subscribed you're going to find out about it first on top of that I deliver on my promise that's reinforcing them opting it in general and then on top of that you want them to [29:26] engage with the email so there's a couple things here so when you reply to an email then remember I said earlier about the promo tab well when someone replies to an email then you kind of [29:34] like Get reinforced in terms of the algorithm of the server like oh this is something that they're engaged with and so you want people to engage and so for us once you reply yes then we send you [29:43] the chapter so that gives them a reason to do it and so you can have your opt in have a widget when they opt in explain the value of why they should stay on not just get the widget because I think [29:51] that's just as or more important if someone opts into your list just to get the lead magnet then they just want the lead magnet they don't want regular communication from you so I want to sell [30:00] 30 minutes them on regular communication from me plus by the way here's that thing and I put that near the end because it's like you have their attention until you give them the immediate reward that was [30:08] promised which you obviously have to do but I would rather say hey by the way here's the other things that you're going to get that I didn't tell you about so it's like I want to surprise [30:16] and Delight with the stuff that I'm providing them before I give them the other thing that of course I'm going to provide it's like you have this tiny tiny moment where they have huge [30:24] motivation and so it's like you just want to capitalize on it and think about everything as re enforcement loops and so people opted in for this lead magnet they can get the email by replying yes [30:33] now I also want to resell them on doing this so inside the secret chapter it reveals things like how to get people to engage with your stuff who otherwise wouldn't so whenever I get a new market [30:41] I almost always start with this how to make your advertising 9 and a half times as profitable there are two things you need to pull this off and it's on page five so putting the actra page is like oh this is actually like it's right in [30:49] there the most powerful off of all time this will never expire five ways to add Hoops that increase lead quality the four ways to display discounts and there's a lot more but this is a solid [30:57] start on how to design a winning acquisition strategy so inside of here I have multiple things that I'm sending them and they just have to reply yes so it's cool I've sold you in just these [31:05] four lines on why you should stay subscribed and then all of this chunk is to get them to reply yes because even though they said they wanted it's like I [31:12] really need them to reply yes so that I can seg myself to not the promo tap and if you play out the alternative scenario which is that you give a bad lead Magnet [31:20] or you just immediately send the lead magnet with nothing else all right which is both of those are I consider bad scenarios if you send a good lead magnet but you don't sell them on staying [31:28] they'll just immediately unsubscribe or just get the thing and then just never check anything again the other uh scenario is that they do follow the steps and then they read the lead magn [31:36] and say all of that work wasn't worth it and that is like the single thing that I it keeps me up at night and so I just want to make sure that I always give a [31:43] positive return on time uh relative to anything else someone could consume and so if we're talking about open rates then the next thing that [31:51] you're going to want talk about is Click through rates CU fundamentally you want them to take action and so a lot of the market of email marketers has actually [31:58] shifted towards tracking CTR over open rates and I think the biggest reason for that was because Apple privacy laws made [32:05] it very difficult to track open rates and so I'll give you what our stats are just as maybe a benchmark so for us over the last uh 3 months our average open [32:13] rate is uh just under 36% so it's 35.7 and our average CTR is 8 and a half so we have a very strong CTR so I don't [32:20] know how accurate the open rate stat that I just shared is I just know that that's what we get reporting back on but ctrs we feel very confident on CTR [32:28] typically will get pared between two things one is percentage of all people you sent it to who took action or clicked and then also percentage of [32:36] people who opened who clicked so it's like okay so if I had 100,000 people and I got you know 30,000 to open my email [32:43] and I got 10,000 to click then it would show a 33% per of people who opened [32:50] clicked but overall I would have a 10% of the 100,000 10,000 who actually clicked and took the next step and so [32:57] for us cuz day and a half it'd be 8,500 for every 100,000 that we send which is pretty crazy it's pretty good and so that is what I would be optimizing all [33:04] my effort for but I'd be optimizing that over a longer period so think about it less about each email but think about what my overall uh CTR is for my emails [33:14] in general because there are some emails that you're like you don't need to make the quote click ask as hard but we want to balance that over time so we're kind of like depositing before we withdraw a [33:22] little bit I'm going to give you three timing tactics around emails these are all just golden BBS things that'll just give you kind tiny little lifts in terms of your overall performance and so if [33:30] you're sending let's say one email a week then you might as well maximize the likelihood and effectiveness of that email and so if you're B Toc it seems like Mondays and Tuesdays tend to be [33:39] better days overall and so there's an average increase in open rate of about 18% for B Toc it's a business consumer now if you're B2B this is kind of interesting it's Wednesday that's [33:48] actually the bigger lift day and actually is about comparable to the B Toc lift so it's I see that as like there's just a time period for more [33:55] people that consumers are more distracted call it on Mondays and Tuesdays whereas business people B2B are like working Mondays and Tuesdays like [34:03] they get they get to catch catch their breath on Wednesday now I could just be adding a narrative to this who knows but fundamentally the stats are there and this is across zillions of emails I got [34:12] that from Neil Patel he's an awesome marketer and so he shared that with me in terms of days the last tactic is around what time of day so that is days of a week but the next is time of day [34:20] and so it seems like there's two sweet spots that occur and one is basically right before lunch and right after lunch so it's like 10: to noon and then 1: to [34:27] three are the kind of like these these sweet spots where where they open the first thing in the morning I think is typically a very competitive time because there's so many actual real [34:35] business emails that they're going through that they're like well I I got to I got to deal with this stuff first if you kind of slide in in those times you tend to see bigger improvements now [34:43] that'll be more specific for businesses that are local when you're across time zones I wouldn't lose too much sleep over it for us we do all of our stuff [34:50] off PSD but I know that I've got a three-hour window if I'm just looking at us and if half my audience is international which it is that's going to be more relevant for the people who [34:58] only uh transact in one time zone so with that being said let's look at this puppy so this uh this email did exceptionally well this mosy money about [35:06] testimonials that convert and so the perspective rich people buy time poor people buy stuff ambitious people buy skills lazy people bu distraction and so I put that one in there because for the [35:14] week it was a super high performer uh in terms of tweets and this email also got plenty it's so funny because I got so many tags of people screenshotting my [35:22] email and putting that on their story which amazing right cuz normally email list only grow up from you driving it but how amazing would it be if your [35:30] email list itself brought other people in right and that's at least for me that's my goal so the actual tactical nugget I'll give it to you right now so turning testimonials into ads is very [35:39] profitable but often very tough so it's like cool there's a problem right and so the main reason is people suck at making testimonials after reviewing all the testimonials and what separated the best [35:48] from the rest there was one thing the top four all had in common which was a pain-based hook and so these were my top four hooks of all time this was just for gym lunch specifically so I looked over [35:55] 2500 testimonials and so these are the top four hooks so we were two months away from shutting our doors we were barely making enough survive so this is different ads I paid payroll rent and [36:04] I'd finished the month with $0 of profit I pay all my expense every month work all day and end up with $ Z of profit so kind of interesting that there's two Z of profit in the top four of all time [36:12] different guys we there was no script there like that's like my marketer hats like interesting zero zero they both said zero dollars of profit which I find [36:20] fascinating if those hooks and the hook is one of the most important parts of any AD then we should obsess about what the testimonial hooks are so get more [36:27] people to watch them and so then it's like okay so the next time you record a testimony or ask for one don't ask them how life was before they started working with you cuz then they're going to give [36:35] this very long story it's not going to it's be hard to find a really good hook so instead just ask them for their worst moment just say what was the worst moment because that's what all of these were is a moment and so the moments are [36:44] what makes hooks the details are what make them powerful and so it wasn't just like oh we were struggling it says we were barely making enough to survive we were two months away from shutting our [36:52] doors like that's much more visceral than stuff was hard right and so then of course we have our CTA per hug uh and [37:01] one of the things that I've learned with ctas across content including email is a lot of people do the same copy paste CTA or I even see YouTubers like take their [37:10] mini ads and just like slice them in they're wearing a different shirt or it's a different energy or whatever I think that's a huge mistake it's like if you think about the reason that you make [37:18] stuff it's to increase the likelihood that people convert in the future or to convert them now and so if you want to increase the likel that they convert [37:25] then why wouldn't you just take like if that's the most important part shortterm not long-term then why wouldn't you take the extra you know minute or 30 minutes [37:33] even to just like make it contextual and so if you've noticed even my YouTube videos like this you know the CTA for this video was around the email it's [37:40] contextual right if I have a thing for beginners then it would probably be around school if I have something that's really high level around like Enterprise Value then scaling workshops for [37:48] acis.com or the portfolio itself would be the CTA and so making the CTA itself obviously related to the content but [37:55] also how you bridge into the CTA and so this if you like tactics like these to Great your business you'll find love our actually this is a terrible CTA I should have said something more around [38:04] I should have linked this more to testimonials so room for improvement but this one still did really well and so yeah like FYI 25% of our rooms over $5 million in revenue and 50% over a [38:12] million so which just kind of gives an idea of the the quality of the room that people can go to stay rich and then uh I have a funny meme at the end because I like memes and so big picture same [38:21] format boom reward them for opening boom reward them for reading add your CT in the middle make it contextual [38:27] and if you do that even once a month you won't make less money and so hey guys we actually just redid our organic opt in [38:36] for this for our email and so the newest one should be underneath of this video and it's actually because I have [38:43] something very very juicy that's coming out in the next 30 days it's not what you think but it's really good I've spent a tremendous amount of time [38:50] on it and I will predict that a lot of people will it'll be a Canon thing within you know the the MOs Nation World [38:58] I'll just I'll just leave it at that and so you won't want to miss it if you want that and to opt into these lovely very [39:04] tactical email value bombs that are consistently coming in on a regular basis that take less than 60 seconds to read you can go by clicking the link or [39:13] go to acis.com newsletter

===FILE=== pOYKsNdnPTY - What’s the Best Way to Land Enterprise Clients.txt
https://youtu.be/pOYKsNdnPTY
What’s the Best Way to Land Enterprise Clients?

[0:00] Uh, what is the best way to target [0:01] enterprise clients? We make 3D images [0:03] for offplan developments targeting [0:06] developers, but there are not that many [0:08] and they're usually huge clients. What's [0:10] the best approach? Really, it's a really [0:12] good question. Um, so enterprise [0:14] clients, it's like you typically want to [0:16] go where the fish are. To be fair, [0:17] that's what you want to do with [0:18] everyone. It's just that the the ponds [0:19] are much smaller and more disperate. And [0:22] so this is where I like trade shows, uh, [0:26] conferences and COIs, so centers of [0:29] influence. And so you may find that [0:32] let's say those developers, uh, use [0:34] specific law firms, and I would do what [0:36] I could to get into there and get them [0:38] to refer me. So basically at that at [0:40] that level you're going to probably get [0:43] in from I would call it less scalable [0:45] methods because there's so many gates [0:47] between you and decision maker um that [0:49] you basically need internal champions or [0:51] trusted champions to make the [0:53] recommendation. The only alternative to [0:55] that is basically becoming a thought [0:56] leader which is making constant building [0:58] a long-term brand which obviously you [0:59] should do long term. Uh so the best way [1:02] is build a big brand. The fastest way is [1:05] aggressively increase the amount of [1:08] outreach, trade shows, um, and [1:11] affiliates that work with those [1:14] customers so that you can bolt on or [1:16] bolt in your services to theirs. [1:19] Architects would be a good one, too. If [1:20] you're a business owner and you are not [1:22] growing as fast as you'd like, I'd like [1:24] to give you a free gift. So my team and [1:26] I put together the $100 million scaling [1:28] roadmap, which is basically 200 hours of [1:30] us looking over all the portfolio [1:31] companies we've had and what stages of [1:34] growth they went through and more [1:35] importantly where they got stuck and how [1:37] they got past it. And so we broke it in [1:39] these 10 stages and we made this little [1:41] kind of quiz thing where if you put in [1:42] your business information, it'll tell [1:43] you where you're at and the most [1:45] important part for you, what to do for [1:47] each of the business across product, [1:48] marketing, sales, customer success, [1:50] recruiting, IT, human resources, and [1:52] finance. And so no matter what you're [1:54] struggling with, someone else has [1:55] already struggled with it and solved it. [1:57] And so I'd like to give you this thing [1:59] absolutely free. You can go to [1:59] acquisition.com/roadmap, [2:01] plug in your business information, and [2:03] if you want us to actually help you [2:05] deconrain the business and you're trying [2:07] to scale, we'd love to help you out on [2:08] the thank you page. You can just book a [2:10] call with my team and we will look at [2:12] the business, see if we can help. And if [2:14] we can, we'll invite you out to Vegas [2:15] and we'll do this in person live.

===FILE=== q32-l3Yoqg4 - I Taught 116+ Salesmen My Closing Framework.txt
https://youtu.be/q32-l3Yoqg4
I Taught 116+ Salesmen My Closing Framework

[0:00] everybody packed in let me properly introduce our guests okay so this is alex hermozy from gym launch okay so listen to me guys this is [0:09] the all-time biggest internet marketer for fit fitness there ever was okay so i'm going to share my screen in just a second here [0:17] and um you guys have heard me say this my one of my all-time favorite entrepreneurs is russell brunson from clickfunnels [0:24] russell brunson calls alex hermosie the best sales guy that he knows he said to you one time [0:30] on a vlog okay so this is a big dude i just said this not too long ago i ran into a situation being [0:38] uh six months ago i was feeling a little caved in somebody said some stuff a couple pieces of some stuff i'm like yo alex i'm facing this dude what are your [0:47] you know like what's your opinion and you basically told me what i kind of knew which was like dude it don't matter what people say about you matters what you say about you [0:55] and if there's a little truth of what they're saying that's when it hurts so if you know like what you're doing what you stand for none of that [ __ ] matters [1:02] and dude i snapped out of it okay so you guys know you know some of the stuff i've been able to achieve oh yeah this is a guy that i'm like dude this is like a big bro [1:10] this guy right here is the real deal and he's here today he had a surgery and he's like mike whatever i can do to you know support the community drop some gems inspire [1:18] like i'm here i got a presentation if not i'm gonna share my story whatever you need i'm here so um alex or mosey for gym launch these [1:27] are 25 million dollar plaques the one thing let me give you the updated one let me give you the updated one bro i got i got all four i got all four i got all [1:36] four bro 100 million dollars fourth one this is the michael jackson usually they said the michael jordan but these are like flats this is michael jackson of internet [1:45] marketing guys big freaking deal so alex from gym lost bro welcome man good to see you [1:52] either way um alex becker who's the who's the founder of that uh clued me in recently to something he's like dude your your your roads is insane because he can [2:00] 2 minutes see everyone's revenue and their ad spend and i was like oh what do you mean he's like you have the highest return on ad spend of everyone in the entire platform [2:08] by like a mile and i didn't really ever think about it but our lifetime return on advertising is 36 to 1. [2:15] so to do over you know 100 and now you know 5 or 10 million whatever we're at now [2:22] we've spent just under 3 million dollars in advertising and so there's a lot of other pieces to you know making more [2:30] but just for everyone on this call we're talking specifically about sales correct yes so alex yeah yeah 99 [2:40] of these guys are closers and they're getting closing positions a couple people are starting like a closer agency where they partner with a guy like you and they're like hey let's do like a [2:48] little jb deal icelander deals okay sweet well then why don't i so what i'm going to do is because i do have a presentation [2:56] um which is just how i think about sales and i have the third part of the presentation about scaling sales teams does anyone here have multiple closures [3:04] to work for them or is is most people just closing on your own right now you guys got to talk with alex you don't [3:12] bite i also can't i can't see the chat i can't see the chat we're working towards that alex [3:20] okay so how about this i'll give you the things that so um russell when i first met him was like dude how did you learn how to sell so well and [3:28] it was because i looked at my crm and i'd done 4 000 sales one-on-one uh in fitness and so [3:37] that's a lot of reps you know i was taking 20 consults a day for like four years and so that's in person face to face my team would double the triple book me [3:44] every 30 minutes and i just sold the same thing over and over again and because i was really good at sales i ended up not hiring a ton of sales people and i would actually have my [3:53] managers set appointments for me all at one location so i had six gyms and so i would go there they'd stack up an entire day [4:00] 4 minutes i'd mow down a whole day go to a different gym and they'd been stacking all the appointments and i'd mow down and so usually i do 20 to 25 consults a day [4:08] and you just get you know you just get these reps in of reading people gauging tonality and seeing where you need to lean in and where you need to lean back [4:16] and so um you know over time i then started training sales people and sales managers i had a remote sales team we fly we'd fly out and do turn arounds um [4:24] like in person so i had eight guys we'd fly out to eight facilities every month and we turn these facilities around because i know mike you're in the fitness world before this [4:32] um and then i brought that sales team in-house and they started doing phone sales for high ticket so i've had um i've had in-person phone [4:39] high ticket low ticket we've kind of done a lot of those things i trained mortgage leads teams so kind of the whole gambit and there's definitely some things that [4:47] i've seen you know i've brought every sales product on the market i bought grant stuff about balfour stuff um and i think there's a lot of merit and there's a lot of good stuff out [4:55] there but in my experience uh simplicity is with scales and so i'll give you if you're okay with it i'll give you the few things [5:04] that i have implemented consistently within my companies that have generated outsized returns is that cool all right so [5:12] what i'm going to do let's rock and roll all right full jam so as i said simplicity right i'm the [5:21] world's best graphic designer as you can see here so i'm trying to uh show the the real keys of the kingdom [5:28] so everybody here is everybody here selling expensive stuff is that most people on this call yes everybody's high tech alex fantastic [5:37] all right everyone still see me in the screen yep all right rock and roll all right so i'm guessing this guy isn't your first rodeo [5:45] um not your first presentation with sexy headliner big promise and so if you have failed for you guys to uh grow your thing in the past i promise you it's not your fault lots of [5:53] information very confusing um and you can sometimes be inundated with lots of different salespeople's information you've got mike here who's [6:02] a gem and knows his [ __ ] and you guys are lucky to have him um but and hopefully in this presentation i will uh put some of those fierce rest of like what if i'm never what if i never [6:10] make it what if i never turn this corner um and become the sales person i want what if i never hit the 100 grand a year what if i never hit 100 grand a month or whatever i don't hit the million a month [6:18] goal that i have and then what does that what does that mean about me right if you've ever thought those things um like i can tell you i did too um right after the instance that i had uh [6:27] mike with that individual and that individual drained my entire bank account and then sent it to their girlfriend in sweden and then filed bankruptcy after that [6:34] happened i had 1200 because i had sold all my gyms and put my money into that account so i started at zero which i'm very grateful for because it gave me the experience that i [6:43] have now and so what i'm going to show you is that you can have a simple sales process that can yield outsized returns a lot of people like to make this fancy [6:50] because it makes it easier to sell stuff to people about selling but these are the things that i have seen that have unlocked the growth for us because i don't think i'm the best [6:59] marketer out there i think we've simply attached a phone to a funnel and we've been very efficient at it and so as a result of that i've always [7:06] been able to make more per customer than anyone else because of how efficient we are at the conversion process all right and so that's what we're here for so i want to show you exactly step by [7:15] step our process for selling all right and so there should be uh two types of people here some of you guys who are under a hundred thousand dollars a month and i'll show you how to never compete [7:22] on price again all right and if you guys are over a hundred thousand dollars a month i'll show you exactly what we did to scale a team to get to a million a month and beyond is that cool because if [7:30] you're under 100 it's just you right if you're over 100 you need people all right so it's going to kind of be like the actual selling itself and then the scaling of the sales [7:38] all right so that's kind of the goal for the 60 minutes i'll probably be able to get it done in 40-ish i'll talk fast so we can have some time all right everyone can just listen fast [7:46] is that all right all right about it so i've been really fortunate um yeah now we're at 105 or 110 or [7:54] whatever it is in selling stuff which has been cool what's been coolers we've been able to donate to causes you guys don't know my story but um i [8:02] had a i had a gym teacher after school who stayed with me he didn't have to he didn't know me from anybody and he worked out with me for an entire year and taught me how to work out because i was like a really insecure [8:11] kid and as a result of that i got into fitness and so i feel like it's all of our opportunity because a lot of you guys are on here like we're already in the top one percent in [8:18] the world you know what i mean like we're bitching about not making 100 grand a month like [ __ ] you you know what i mean like really and so [8:26] um it's been a great privilege to be able to give back and we've donated 1.4 million just in the last three years actually 1.7 now i have to update that um but anyways just the causes that we [8:35] that we care about and so for us it's it's kids being able to have the opportunity that we had all right and uh if you guys are in the fitness industry arnold was my hero is the reason i quit my job [8:43] um and i've been able to you know grow a friendship with him which has been awesome um and we've had you know over a thousand clients hit a hundred thousand dollars a year using the sales framework [8:51] i'm going to show you all right so like you can imagine that these people are not maybe as good as you are you can imagine that somebody in that [8:59] thousand is probably not as naturally talented right so the process works okay and we've got a lot of people over seven figures now um but it wasn't that way right so this $100M Leads: How To Get Strangers To Want To Buy Your Stuff (Hardcover) acquisition.com [9:07] is me when i started my first gym i slept on the floor i had five thousand dollars total my rent was five thousand dollars um and so i had one month that i had to [9:15] learn how to make money and uh i built a funnel because i learned this from the internet and i was actually i sent this picture to my dad because i was so excited [9:23] i was so proud of this picture because i sold that many people in the first in the first two weeks uh for free [9:30] um and things started to grow right that was my one of my gyms i had nine employees i felt like a badass you know my dad finally told me he thought i you know wasn't a schmuck for [9:39] you know being an idiot and getting into fitness so i thought i felt like i was figuring things out and then all of a sudden facebook slap happened this is years ago there's been [9:46] many slaps facebook just kind of kind of has it's it's [ __ ] hand proverbially swinging back and forth but um you know we got slapped and overnight [9:54] my lead cost went up 5x right and so my my money my money making rain turned into a desert and the thing was my marketing was losing money every day and all i could [10:02] think about was letting my dad down and more realistically having my dad be right i'm gonna i'm gonna all right cool um [10:09] and so the question i asked myself was like how can i afford to get more leads right and so i called my friends up and he had he was a brick and mortar uh gym owner and he told me [10:17] that things were going great for him and i was like what the hell dude what do you what are you doing he was like dude we just we just attached the phone to the funnel and i was like no [ __ ] he's like we're [10:24] selling expensive stuff on the front end now instead of selling trials i was like well that's cool i'll do that and so we went from losing two and a half two to one to making ten to one [10:32] return on the front end right what that meant for my business is i went from being able to break even at ten dollars a lead to be able to spend up a hundred hundred dollars a lead and [10:40] still make money which is crazy right and so then things started grow again for me and then we you know open location after location and things grow [10:47] and i met this guy and uh i was i was i met i joined his mastermind i was trying to i told him i wanted to create a nationwide jim jim chain and he said uh you should [10:56] teach other people how you do what you do and not grow that chain and i was like well you make more money than me so okay i'll listen and so then i started making um [11:04] our doing our marketing system mike this is by the way at that guy's gym um i did 191 signups in 19 days and that was the stack of contracts [11:12] um some of you guys may have seen this it was like the most run ad for like a year and a half um but we did a hundred thousand dollars in 19 days in sales like in the ghetto [11:20] all right so these are the three frameworks sorry i sped through that because we already covered a little bit of my story early so i want to get through it um and these are the free frameworks [11:28] that i kind of discovered um to scale high ticket all right and it'll take if you're if you're partnering someone with someone then it'll help take their losing funnels and turn them into into cash [11:36] machines and i mean that genuinely all right so the free three frameworks that i do is one is the closure framework all right these are the questions that get prospects to say yes [11:44] all right so adding this to any kind of any funnel process is gonna instantly make it more profitable all right i'm gonna walk through the questions that we ask and specifically [11:52] what only three things that you can say on a sales call period it's the number one mistake that all the sales guys that even my guys make and i have to remind them of all right [12:00] 12 minutes the second thing is the conviction framework so anyone who believes can outperform a season sales rep by simply learning to control their tone all right so some of you guys right now can i get a hand i'm [12:08] to unshare my screen real quick can i get hands on the screen of who here is newer to this newer to high ticket sales okay great perfect [12:17] then this is for you i'm going to show you how you can beat the best sales reps all right and this is how i never ever hire seasoned closers just fyi [12:25] no no it's not like we're going to trade trading sales people so i don't um but i'm going to show you how you can [12:32] beat season prep season prize all right which if i can find my presentation there we go um by learning control your tone [12:41] and the last one is scaling so for all you guys who are over a hundred thousand dollars a month and need to scale a team i'm going to show you how to duplicate the skill in other people all right [12:49] because it's one level of the skill is learning to sell another level of the skill is teaching to sell and it's a more valuable skill [12:56] so if you can duplicate your skill in someone else that is how you can make 10 times 100 times more money because it's no longer you're no longer constrained by your [13:04] time all right so let's rock and roll close your framework so after pouring over like hundreds of scripts like i mean [13:11] hundreds of scripts um i realized that there was always like these minor differences in wording but if i hit these kind of main milestones along the way i ended up [13:19] closing the sale right and the nice thing is that this process works for b2c and b2b so i don't know what stuff you're selling but it works for both [13:27] and it'll work for 500 tickets as much as 100 000 tickets the process is the same all right and the way i teach my sales teams and now thousands of clients [13:35] is this acronym right and like even when i'm thinking through sales calls we use we're like closer c right l so the c is clarify why [13:43] the person is on the phone with you right that's the objective why are you here why'd you take the time to take the call what's the problem right what are we [13:51] trying to solve here after that they were like got it so what i'm hearing is you're struggling with this does that sound about right i'm [13:58] going to label you with a problem after that we overview their past paid so it's like okay so you have this problem i can't be the first person to talk to you about this tell me a little [14:06] bit about what you've done so far to try to try and get past this all right tell me more about that how that work out for you okay understood after that it's like [14:15] okay so i'm hearing all these things this is why you're here this is what you're trying to get this is what you've tried and hasn't worked okay well can i tell you about how i think we might be able to solve your [14:23] problem this is where we saw the vacation right and then finally step before finally we explain away their concerns so this is where we tell them about the program and then [14:31] we're like do you want to do it they say yes or no if they say no then we explain away their concerns so they say yes and then once they say yes we reinforce [14:40] the decision and this last r here is a point that i added years later because we realized that the sale [14:47] the sale just continues throughout the entire customer relationship right and so for you guys if you're dealing with clients uh who you're selling for [14:55] you have to also sell them on continuously selling right you might have closed the card or closed the first payment but their onboarding experience they got [15:02] to close them again and then after that when they have their first week check-in call they got to get closed again because we have to consistently sell them on why they should do anything why [15:10] should they not just watch netflix why should they why should they take action why should they have the discomfort of getting you know smacked on the phone by a stranger right why should they why should they feel [15:19] the sting of failure we have to sell them consistently to help them overcome their pains right and so i'll show you some of these more closely so [15:26] clarifying why they're there right it's like what made you come in today what made you reach out what's your goal right now why is that important to you right okay helping me understand what [15:34] what are we doing here right this is one where someone in the beginning like you have to hit this because if someone says like you know i just wanted to find out more information [15:42] you're like cool but why like what did you want the information to solve what was the like i'm sure you don't just go around collecting information all day right like there's something you're trying to [15:50] get out of this what's the problem and then they and then you get what you need you're like got it okay so just so i'm hearing you right it [15:57] sounds like this is your goal correct then they acknowledge they have a problem this is important because they have to say it they have to own it i can't cure cancer [16:05] until you admit that you have it right we got to give it to you before we can cure it after that we overview the past right so it's like what have you tried so far to accomplish this how long [16:13] did you do it for how long ago how did that work for you what else have you tried we call this the pain cycle right we consistently do this over and over again [16:22] so we've exhausted all options right at that point we have tons of ammo that we can use later in the clothes which i'm sure you're aware of right and the big piece here is we [16:29] explain how it's not their fault because if they had this missing piece or two of the equation they were halfway there they were three quarters the way there they were just missing this one [16:37] piece which we're going to provide for them right and the nice thing is is for most of you hopefully you're selling a a holistic solution right so for example [16:45] i'm going to use a fitness example because mike's from from that background too if someone came in and said they've tried workouts in the past and be like i'm not telling you don't that you don't [16:52] need to work out it's great but you also need the nutrition and the accountability right you need nutrition to make sure they stop eating [ __ ] because if you just start working on eating donuts it's not going to work right of course now if i make you the best [17:01] plant in the world but you don't follow it's not going to work either that's why you need the accountability that's what i'm here for and so from that point that's kind of how you can naturally transition so it's like i'm hearing these things this is [17:09] what you were missing well do you any how the program works because i think we might be able to solve that for you they'll say yes all right so what we've seen is that there's three things that make clients [17:17] successful right and at this point this is my belief is that three things has been you know unequivocal in most pitches is that i think it's human brain is that [17:25] you can't take more than three but typically it's like three pillars to the to the stool or three you know finishing accountability if i was [17:32] selling leads i'd want them to be you know timely uh you know qualified and you know uh exclusive right [17:41] there'll be three elements to make without what makes a good lead right there's always three that you can usually find when you're selling a solution and [17:47] most times not most times every time if you're on the phone with the prospect you always have the upper hand because they have admitted at the beginning of [17:55] this phone call that they have a problem they have not solved it and so inherently they're going to be missing one of the keys they cannot have them all or they would not be on the phone so [18:03] you have a you you you are in an unlosable situation unless you choose to lose it right unless you choose to lose the frame [18:10] and so in this instance it has been my experience that we use stories short anecdotal stories to to break the belief of the prospect [18:19] around a topic what's important here is that we don't get into uh jargon right we don't get into technobabble and talking about [18:27] the program and the modules and the the things they're going to do because all of that sounds like work and that's not what [18:36] they're there for they're there for a result right and so instead i would say something like with the fitness nutrition accountability like i said earlier so if [18:44] i was trying to explain accountability i'd be like listen you don't have accountability when you were a kid you ever like have your parents tell you to brush your teeth they were like yeah like you know you're [18:52] like i don't want to i don't want to and they would tell you oh no you got to go brush your teeth and you go you brush your teeth you sulk back to bed and next night you do the same thing they say brush your teeth you go first you [19:00] 19 minutes go back to bed but you're an adult now right you brush your teeth they're like yeah and that's because you had external accountability that turned into an internal habit [19:09] right and that's what we're going to do for you here right so i didn't tell them about [ __ ] the coaching call that they're going to have and the post that they're going to have and the blah blah blah [19:17] we told them as the result of that we gave them an anecdotal story that made sense to them that's probably a really key point i just want to drive home here is that when you have your pitch part [19:25] it shouldn't be longer than three minutes like tops because no one really gives a [ __ ] and at the end of the day the reason they're gonna buy [19:32] is gonna be because of how understood they feel so how much when you went through that overview of the pain [19:40] you were able to restate back to them accurately exactly how they felt and the struggles they are experiencing which is why you need to shut the [ __ ] [19:48] up when they're talking right and so there's only three things that are ever said on a sales call do you guys know what they are there's only three things that ever come [19:56] out of your mouth questions restatements and anecdotal stories which is the story that i just referenced the three stories [20:05] that you will use to break a belief that's it so this that's how you sell them the vacations you have these little sound bites right i'll give you another example so if i [20:13] was doing um if i was doing food right i'm like listen uh three parts of the program finish your shirt accountability so nutrition wise [20:21] you've got to eat stuff that's gonna make you lose weight can we agree on that yes okay cool but the problem is you don't want to do that right that's why [20:30] we're here right right okay so let me ask you a question when uh do you feel like what's your favorite tv show they're gonna be like [20:37] uh whatever game of thrones you're like okay game of thrones do you feel like you need to get like motivated to watch game of thrones like [20:45] man i was trying to watch it tonight but i just couldn't you know i just i just i got really busy and i just couldn't sit down on the couch and turn the tv on i couldn't do it right [20:52] of course not because you look forward to it because you wanted to do it and the key that we're going to do here is we're going to get you to look forward to the foods that you're eating because [21:00] 21 minutes if you look forward to you don't need to be motivated because you do it on your own because you like it does that make sense right so [21:07] what i didn't talk about the macros and the carb cycling and the intermittent fasting and the calorie counting and the blah blah blah because the end of the [21:15] day that does not matter what they want is for them to solve the problem and have it be pain-free right and that's what we're explaining to them so [21:23] that's selling the vacation right and this is a saying that i've used for a long time which is cellification not the plane flight right and so this is what everyone else talks about they're like sir [21:31] for us to get you these results you're gonna have to take your pants off you're gonna have to jump through this loop you're gonna have to go through the tsa the airport lines pack your suitcases take your shoes off do the layovers [21:39] connect your flights uh have a person farting next to you don't worry they don't have covet you'll have tourbillons probably on the plane then as soon as you're out you think [21:47] you're done you stop the way to baggage claim they probably lost your bag right and in our world it's your modules your meal plan your macros your workouts your support team your urls your domains [21:54] your funnels you're targeting your ads and the other [ __ ] that doesn't matter right but instead what they want is you sell maui final [22:01] destination and you always sell the same thing because the difference is only the level of service and how they want to get there right if you have multiple levels of service so do they want to swim to maui [22:10] to where they're trying to go they're sharks and you could drown or get robbed right like this chick crazy uh do they want to take a boat to maui it'll take a [22:19] little longer there's no shark attacks but there's still no wi-fi and you're kind of you know in the sun do you want to take a normal flight to maui get there a little faster still [22:26] smells bad has security bad food but you're going to get there or do you take a private jets in maui right direct non-stop champagne on the plane suitcase is packed when you arrive [22:34] right and so that's the selling piece e is explaining away their concerns and so these are the questions that sound like um [22:42] so there's i'm sure mike has already taught you a lot of the uh the obstacle overcome concepts right so fundamentally there's three big ones right [22:50] price and rather than teach you like the uh the the drilling of the obstacles i told you there's two things you need to memorize one of them are the stories the second [22:58] are the obstacle overcomes right because those are the things that you're in the red zone like that's not where you start thinking about what you're gonna say all right so the two things that you [23:07] need to memorize as a salesperson are the stories about what you sell and the obstacles that you're going to encounter when you're in the red zone [23:15] the questions on the front end you need to know the milestones you need to hit in order to move forward and this is one of the big mistakes i'm sure mike talks about a lot which is you need to [23:24] sit in the pain if someone does not clarify why they need a solution you do not ask for the sale if they're if we just say hey [23:32] you know what what brought you here today i just want to find out more information okay cool so you know let me tell you about the program like that's not we didn't get [23:39] the [ __ ] like we don't know why they're there we don't know what their goals are like one of the things drives me nuts about my team sometimes is i'm like dude we're eight minutes in the conversation i was like i don't know how [23:47] many clients they have i don't know what their revenue is i don't know what their profit is i don't know what their biggest pain and struggle was right now i'm like what are you doing i'm like you just told them they're like oh gym launches [23:56] 100 million dollar company i'm like they don't give a [ __ ] but they do my sales guys because they get their egos puffed up right but has nothing to do with the [24:03] prospect they do not care right they only care about them so right right yeah the issue right everyone talks way too [24:12] much about the product and so when you're training sales people you don't train them on the product you train them on the prospect [24:22] the product doesn't matter i mean it matters obviously from like how you're going to make money because you have to do a good job because i'm going to get that in the second point but in terms of when you are [24:30] selling and training someone if you guys know someone or know a specific niche really well then you will know their pains and if you have a new [24:38] salesperson you hear them say [ __ ] and you're like that's not what he thinks what is he doing he might know the product perfectly but he just said that the guy's problem was [24:45] not the problem and so then it doesn't matter what the product is because he doesn't feel like it's for him even though it's totally for him but you just misarticulated the problem [24:54] that's where the clarity has to happen if you nail that the rest of the pitch is easy all right and so the key here is relying on past agreements that have already [25:02] been made so this person with their partner with their spouse with their business you know whatever has ar that person knows that there's a problem [25:10] and they also don't approve of that problem and so why would they be in any way against remedying a problem that they already don't approve of [25:18] right and then finally we always tack on sometimes it's better as for forgiveness than permission right hahaha depends on the ticket sale right but you can get those in right and [25:26] then obviously last last case here is you just do a delayed close and say let's get your card down we could put a down payment we can pay the rest on friday and if between now [25:34] and then you know your partner comes back and says no man i want to be poor i want to keep struggling and like i want to never make money and like continue to do this for the rest of [25:42] our lives then i'll absolutely tear up the contract don't worry about it right finally you've got stalls right i need to think about it [25:50] so these are because people don't people are afraid of making mistakes right people are afraid of making mistakes and [25:58] because of that they don't like making decisions because it's easier to let life make the decision for you and so they like doing it that way because then they feel like it's not [26:07] their fault right and so i mean a great obstacle for this is what's your main concern which is usually my number one thing i go to when someone's like [26:15] you think about it's like totally what's your main concern right let's think about it together right and so fundamentally these are the things that they need to know [26:22] do you feel like what we're doing can meet your needs and solve the problem yes or no yes do you want to work with us as a company do you like our values do [26:31] you like what we stand for do you believe what we believe about the world yes do you have access to funds or know someone who does yes well then let's rock and roll [26:40] because those are the only things we know to me to make the decision right do you like the product do you like us and do you have the money to do it that's it [26:48] simple as that right and so when we walk through those if you encounter these situations obviously there's you know if you're going to do it now sooner [26:55] or they don't see the value later you [27:06] didn't articulate it they have an objection on decision maker usually because you [ __ ] something up earlier in the sale but at this point you're in the red zone so you got to deal with it [27:13] so you rely on past agreements if they come with a stall then you help them confront a decision and make a logical choice and teach them how to make a decision [27:20] that in that moment you say what are you most afraid of happening i'm afraid you just you're afraid of me taking the money right just taking your money and you getting [27:29] nothing right again well let me tell you how that's not going to happen right you can bring their concerns all right then finally they say yes and you're like awesome and this is where if you're selling for [27:37] someone else get them to send a personalized video like hey johnny saw you just signed up with us today super pumped to have you uh you're gonna be meeting with heather tomorrow she's [27:45] gonna get you kicked off um you should in the mail get a special gift so keep look out for that and then uh you know send a handwritten card if someone just bought a really [27:53] expensive thing people are making their decision about whether they believe in you as a company within the first 48 hours after the sale they make a decision of whether or not [28:01] they're going to be with you in the long term and how they are treated in the first 48 hours after they give you money so it's critical and it's usually in that point that people [ __ ] up and just [28:10] ignore them framework two and you know mike i can stop i'll just do framework two and then we can do the q a because if i don't have time to scale the sales teams i can hit on the points [28:19] later um so this is a big one for everyone who is who's newer to sales all right if you believe you can outperform the [28:27] season sales rep by learning control your tone all right and so i reworked all of our scripts into the closer framework and the thing is immediately some people were crushing it [28:36] right while others were still not selling [ __ ] and i was like what the [ __ ] right so i talked to my friends and they were like dude you should read this book by jordan buffer [28:44] and the biggest thing that i got from the book was just he was very specific about tonality and that was a big shift for me and just learning [28:51] to teach how to ask the question not just asking the question right and so [28:58] in the book he talks about having the same issue that i had with scaling sales like i give the script to two guys some guy crushes some guys i'm like what the [ __ ] right and the thing is there's a hidden [29:07] dialogue that the sales team does not know that they are talking it right and so the words are not going to be enough all right they're just literally ten [29:15] percent so the words that you have it might be the most tested script in the world it's still only ten percent ninety percent is how you say the words [29:24] right because how you say what you say is tonality like right now i can give everyone hears you know jerry seinfeld stand up script [29:32] you could read it it wouldn't be funny right because it's not just that you had the script it's how you deliver it right and that takes time to develop [29:40] right and that's kind of unconscious mastery and so there's two ways to do this all right that i have found you can either trick yourself into it or you can [29:47] train yourself to do it all right and since we don't have enough time to uh to train on the influence of tonalities here's the trick that i teach [29:56] all right conviction will correct your tone conviction made real so um let me tell you this story [30:03] so i was i was brought in to do a day of consulting for this mortgage leads company to train their sales team and the first half of the day i reworked [30:12] the whole script i put the closure framework made it a question-based um sale and then i came in and they were expecting me to like rain you know fire and brimstone on these guys and so [30:20] i sat down and i was like who's the guy you having trouble there was this guy john so i was like john and they were selling leads i was like john i'll go to the leads [30:29] he was like well you know and i was like we're good thanks and i was like let me show you how you would answer it if you actually believed the leads were good [30:37] i was like you'd say like dude these leads are [ __ ] unbelievable right now i'm studying for my real estate exam so i can get in on these leads my aunt is a realtor and she has more business [30:45] that she can handle and i'm sending her traffic i'm trying to get my my my brother to do it with me i'm not sure how long i'm going to work here because these leads are killing it for us [30:52] right if you believe in the product you don't need to have all the sales skills [31:00] 31 minutes you'll do it the right way because you'll actually want to help the person so that's why the most important part of the sale is the product [31:07] because unless you're a malicious person like most people here was everyone here have some level of ethics on some level like no near just wants to [31:15] like take someone's last dollar right so then the only way to sell hard because if you're going to close you've got to sell hard [31:23] the only way to sell hard is to believe through and through balls to bones when you look at yourself in the mirror at night this is what i talked about mike said in the very beginning like what happens [31:30] when people start hating on you the only way that i've been able to stay where we're at in the gym industry mike knows the amount of hate that i get right the only women will do that is [31:38] that i read the testimonials the thousand of them that i have of gyms who have gone to six figures of [31:46] the hundred gyms we've taken to seven figures right like i know beyond a shadow of a doubt that our product works i also know that if you sign up for a [31:54] gym not everyone loses weight and i'm willing to deal with that i i'm willing to give everyone the opportunity to change their life so [32:02] here's the tactics around this re-read testimonials out loud daily in front of your sales team all right and if the business that you're working for doesn't have [32:11] testimonials find another business all right i'm serious you're not gonna be able to close unless you're like literally unless you're unethical you're not gonna be able to close so go [32:18] find something that is a good product because there's plenty of them out there all right find a good product that you believe in you see tons of testimonials [32:26] and then read those every day in front of the team all right second well this is for the business owners but fix everything you possibly can about the product [32:34] all right and never blame a customer for lack of success so as much as there are people who have not been successful who've used gym launch i still take [32:43] the fact that they were not successful and i think what could i have done that would have made the next person like them successful and you plug the hole right if you do [32:50] that over and over and over and over again you know truly at the end of the day when you look at yourself in the mirror when no one else is watching [32:58] whether or not you truly put the effort forward that merits the price that you are charging right only you can know that and the thing is is like the reason sales people [33:06] get beat up is because they don't put the work in and then it grates on their soul and then eventually they burn out they burn out not because they can't handle [33:13] no but because they can't handle how they feel about themselves right and so you have to put the work in to have the conviction [33:21] because that's what's going to get you through it if you've ever met someone who's a born-again christian all right they are convicted they do not [33:29] care how many people tell them to shove it because they are trying to save people's souls [33:37] it's real like if you let that hit you it's real you know what i mean and if you can be a disciple of whatever the product that you have an evangelist [33:45] in the truest terms then all the scripting stuff it won't matter why are some of the best sales people clients who had success because they believe in it [33:53] that's it and the most convicted person will always win the fight right they'll always lead the dance because they have conviction in their [34:01] skepticism you have conviction in your product and one of you is going to win out right and it's the question is whose belief is stronger because belief isn't [34:09] binary it's not do i believe or do i not believe it's how much do i believe to what extent do i believe would i bet a thousand dollars on this product or about 10 000 [34:17] on this product would i sell my mother this product think about it if you would sell your mother this product [34:24] how convicted are you probably very and you will have no problem closing deals and notice that i have a lower tone right now so that you listen to the [34:33] words that i'm saying so you think that they're important in terms of uh the training schedule 60 minutes a day five days a week my guys $100M Offers: How To Make Offers So Good People Feel Stupid Saying No (Hardcover) acquisition.com [34:40] do world-class sales training they text me in the morning before they wake up they text me once they're done uh they do the first 25 minutes they read the script out loud [34:48] five minutes they draw obstacles i need to think about it i need to talk to my partner um this is expensive and then they talk they draw the second half right as a [34:56] closer you got to talk you got to listen you got to train both skills all right the talking's the tone and saying the words the right way and the right sequence without having to think about it [35:03] the listening is going over recording and figuring out what went right what went wrong and what we're going to do next time and saying it [35:10] drilling it as a team marking it and moving to the next one that's the short answer i appreciate that and i love the conviction by the [35:18] way i can tell that this isn't scripted or anything and you're just going like your full heart out there yeah so i'm on instagram at appromozy [35:25] my youtube is alex ramosey my podcast if you just type in alex mosey i've got a book some power yeah [35:34] if you guys want i've got a book called alex's alex's book.com um it has 35 pages of obstacle overcomes in the appendix [35:42] for each one of those obstacles if you guys want to go grab that there's i think there's a there's a sales training in there for like 100 bucks too if you want to grab it you can grab it it's very good [35:49] [Music] [35:50] i do it because i know it's so good people buy other [ __ ] so it's worth the money um hell yeah alex thank you bro thank you

===FILE=== qViyhoDLhks - You Can’t Beat Tony Robbins (But You Can Beat This).txt
https://youtu.be/qViyhoDLhks
You Can’t Beat Tony Robbins (But You Can Beat This)

[0:00] very new to school, started community a [0:01] week ago and I have three members [0:02] currently. Congrats. Three is the big [0:04] number. That's what you have to get to. [0:05] I'm an average Joe who has zero business [0:07] experience or following. I'm aiming to [0:08] earn my first dollars online, learn the [0:10] basics of business, and would build a [0:12] helpful community around personal [0:13] development. Great. What should I focus [0:14] on my first uh one to four weeks? This [0:16] is great, dude. This is very wholesome. [0:18] Um the thing is is I would probably So [0:21] personal development is a very broad [0:22] category. Uh and so I would probably [0:25] niche down to one of the three Ps that I [0:26] was stating earlier. So you want to [0:28] focus on some pain because it'll also [0:30] make your messaging a lot easier in [0:31] terms of like what people are solving. [0:32] Just having a generic group around [0:33] personal development when you have no [0:35] track record very tough cell right now. [0:37] Maybe some of the people who joined knew [0:39] you already etc. Um look at that. I [0:42] wrote a whole article on this. There you [0:44] go. [laughter] [0:47] Yes. Follow these steps in this. I think [0:49] I I broke this down in great in great [0:51] detail. Um, but the the big thing here [0:54] is uh just you're gonna want to get an [0:57] error because it basically you you're [0:59] not gonna you're not going to win [1:00] against Tony Robbins. Like I just put it [1:01] straight like you're not going to beat [1:02] Tony Robbins at personal involvement. So [1:04] try and beat Tony Robbins at people who [1:07] are overcoming, you know, eating [1:08] disorders who are men, right? And under [1:10] the age of, you know, 25, whatever, like [1:13] that's something that you probably can [1:14] beat Tony Robbins at. And so it's like [1:16] you want to get more specific because [1:17] you want to narrow the playing field [1:18] that you're competing against. over time [1:20] you can go broader and broader. Um, and [1:23] so I don't think there's like there's a [1:24] lot of people who are like you should [1:25] niche down. You should you should go [1:27] broad. You should go narrow. You can [1:29] make more money going broad. I want to [1:31] be very clear. You just got to be way [1:34] better. And if you're just starting out, [1:37] I would start in the niche because it's [1:38] easier to win. And then when you're when [1:40] you win, then you can leverage that win [1:42] into a slightly bigger win. And that's [1:43] basically the path, right? Um, I'll wrap [1:46] on this, but I think this is like if you [1:47] just look at like my history, right? I [1:49] first started I taught people how to get [1:51] in shape because I got in shape right [1:53] and then I had uh a gym business then I [1:55] had many gyms uh that I owned on my own [1:57] and then gym owners who wanted to go [1:59] from you know one location multiple [2:00] locations were like hey can you show me [2:01] and I said sure so then I ended up [2:03] helping people do gyms and then I [2:05] started gym launch which was a business [2:06] that did that at scale and so then I had [2:09] a national business and then people who [2:10] wanted to scale national business asked [2:11] me out for help and so the idea is like [2:14] don't don't punch above your weight [2:16] class right like if I had started like [2:18] Hey, this is how you scale any business. [2:20] And I just had my six local gyms. I [2:22] don't think anyone really gave a [2:23] what I had to say. I had to have the [2:25] proof. And even when I scaled gym [2:26] launch, people really didn't care until [2:28] we sold. And then they're like, "Oh, [2:29] you're legit." Right? And so, like, you [2:31] want to have the proof, which is going [2:32] to be the biggest thing. And so the [2:33] narrower you get, the easier it is for [2:34] you to have proof that you're credible.

===FILE=== qYXdbjE9SL8 - The Honest Way to Handle Theft Before a Business Sale.txt
https://youtu.be/qYXdbjE9SL8
The Honest Way to Handle Theft Before a Business Sale

[0:00] What's up, Alex? What up? [0:04] Hey, so uh we my brothers and I own a designer handbag resale company. Oh, interesting. Okay. [0:10] A pawn shop specializing in gold, silver, jewelry, and luxury approval. Okay. [0:17] And then I have a hyper specific question. Okay. [0:21] Um I've recently caught one of our main employees kind of skimming off the top stealing. [0:28] What would you do? In that scenario, it's uh is it the guy or is it like what [0:35] guy is? I mean, it's not really going to change my answer, but I'm just curious. [0:40] It's It's someone who is replaceable, but it would be a huge hit. [0:46] What is it? What is a hit? [0:50] Like, we would have to Well, the the financials are worse because they're stealing. Correct. [0:57] Not sign. So, it's it's it's like it's small. It's not Let me give you the TLDDR on this. Ruin the company. Let me give you the TLDDR on this. [1:04] When you're 85 looking back, you're going to want to have been honest. Period. [1:09] Also, you expose yourself to liability because as soon as you as soon as you know or it's demonstrated anyway that you knew about something, all of the reps and warranties that you're doing in [1:17] the sale are going to be flipped. And so if you basically are knowingly giving somebody an organization that has some [1:24] liability that you have not um came forth with um you take on that liability and they could basically take off basically take back not take back the [1:32] money but you sue you it suck right the good news is this is I think that all of this is going to be how you frame it when you're going like when you're [1:40] telling the the the buyer right um I would just say hey like you know the business you're getting into like we deal with some nefarious characters that [1:48] being said it's a very profit business and it's a good business. I've got good news and bad news. The good news is we're slightly more profitable than we've let you know and we're willing to [1:57] honor the existing price. The bad news is I have to replace one of the people because I found out he was skimming. [2:04] Mhm. [2:07] But fundamentally, you have to be upfront, state the facts, and tell the truth. I don't think it's going to blow the sale up. [2:14] Yeah. No, I agree. I agree. And truth be told, I already did talk to this person. [2:19] I'm more interested in what you would do because I spoke to them, met a middle ground, didn't ask for any money back. We [2:28] changed the Oh, I mean, I would kick them out moving forward. [2:33] Did they they they stole before the sale? Yeah, they stole, man. That's interesting. They stole. Okay. [2:41] Would you say that for if it was a like a $100 versus 10,000? [2:49] Have you seen Yeah. Have you seen [sighs] Have you seen Hold on. Hold on. [2:57] What What show am I? I'm trying to figure out the show. Have you seen Ozarks? The show? No. [3:03] Okay, I'll give you the scene. I'll give you the scene. [3:06] So, drug lord finds out the main character and his partner are skimming in some [3:14] way, right? So, drug lord shows up. The guy, the main character is an accountant. His partner is also an accountant. They have a legit accounting [3:22] firm. They also do this drug cartel stuff on the side. Um, the main character doesn't know what's going on because he's not the one skimming. [3:30] The drug lord tells a story about when he was growing up they ran a grocery store and uh he says his father caught [3:39] Lupita. Everybody loved Lupita. Lupita was amazing, right? And he caught her pocketing like a $5 bill on her way out [3:48] the door. And so the drug lord then goes to uh you know the secretary of the of [3:55] the accountant who's the main character and says, "What would you do?" And you know, the secretary says, "Yo, it's just [4:01] $5. Not a huge deal." Um, and so then he kills her. And then he goes to the next [4:09] one and says, "What would you do?" And he's like, "Well, I mean, hey, you know, there's we got to understand the situation, blah blah blah blah blah." And so finally he goes to Marty, who's [4:18] the main character, and he says, "What would you do, Marty?" And he says, "Well, I'd get rid of her." He says, "Why?" He said, "Because it's not the first time she stole, it's the first time you caught her. [4:34] Gotcha. I would not want a snake in my business. Whether it's a $100, $1,000 they stole. Mhm. [4:42] To be fair, that's how I do business. Yeah. [4:47] It's just like, what kind of signal does that I mean, it's like what signal do I send to my team? What signal would I send to myself? It's just like [4:55] there's no reason. Well, I can tell you I can tell you what happened is I got tremendous push back on a different [5:03] person on the gold side because this was an inherited business which is one of the reasons for selling. [5:12] Yeah. [5:12] And that was kind of the way things were. Yeah. [5:14] That was the status quo that people skimmed and I can't I Yeah. It was like I I do this I make [5:23] your company this much money. This is the way we do. [laughter] I know. I'm looking at you. I I did the [5:30] same thing. I did the same ex I almost I couldn't believe it, but we're selling the company and I [5:38] don't know how much to push back to how much to and to be lenient on it. And so that's the scenario that [5:45] I mean my I stand by 100% what I said originally which is like I think the game is long and reputation is something [5:53] the only thing that you defend with your life and like when you do a deal in the future because hopefully you will they [6:01] will call your last acquirer and say how was it. [6:08] So I think state the facts tell the truth be upfront about it. I don't think it's going to blow the deal up. I think that you get it bas basically putting [6:16] things on the right foot the right way like you will feel better about it. [6:20] There is a short like this is I mean these are real. These are real. You know what I mean? There's many people who wouldn't do this. This is a judgment call. This is an ethics call, not a business call. [6:29] But I will tell you 100% that is what we would do. And it would pain me to be clear. I'm not saying I would be happy about it. I'd be pissed. I'd be like, why did you have to do this? Right? [6:39] Sometimes I'd be like, why did I have to catch you? [6:41] Why couldn't you have been better at stealing? Right? But like when you know, you know, right? The best day to catch someone stealing was 20 years ago. [6:48] second best day is today. Copy. [6:53] I do think that the people who you do business with will respect you for bringing it to them. And I would, again, when I have these hard conversations, I'm going to go longer on this because I [7:01] think it's going to affect more than one person here. Um, is when I say state the fact, tell the truth, it's stating the whole facts and the whole truth. And [7:09] that's what actually gets you through these things. It's the halftruths and the half facts that get you that get you [ __ ] So basically it's like saying [7:16] listen I had a big like I'm talking to the buyer right listen I had a big internal debate about whether to even [7:23] bring this up right Paul as you guys have met he's one of the four leaders that we have here I caught him pocketing [7:29] 200 bucks all right I in with integrity I do not want to I don't want to res [7:37] represent something that isn't now the good news is you know it wasn't a huge amount of money um the bad news is I did let him go because of it because it's [7:45] not something that I stand for. And so that being said, I don't think it's going to affect the operations. I think there's a potential the profit goes up. [7:50] You know, when you remove cancer, that's usually a good thing. Um, but I want to be upfront with you guys and at least at the very like at the very least you will know that this is I'm the type of person [7:59] that you're doing business with and that what I said the numbers are is what the numbers are. [8:05] If somebody did that to me, I'd be like, "Fuck, I love this guy. I I wish I could do more business with this guy." Yeah, I figured there's always going to be skeletons. I know that. I'm a buyer. [8:18] Yeah. No, I I hear you. It's tricky. [8:23] No, I mean it is. It is. But like that's why they are ethical dilemmas. And it's it's way more a question of what type of business person, what type of reputation [8:30] you want to have uh than it is like again this is a values question more than a business question. [8:44] Copy. Yeah, I already I I saw the Q&A before was all psych based and this was something that happened literally a week ago. Yeah. [8:52] And then you already answered my question earlier in the chat. So Oh, good. [laughter] That's all for me. All right. Rock and roll, man. [8:57] Appreciate you. Sorry that this had to happen, but I'll say this. You will always be proud of how you acted in this in this moment. And the real real is that the business seems like it's solid. [9:08] You were able obviously to get a buyer. [9:10] If this actually does fall through, you'll be able to get another one and you'll have time to improve the business, get a higher multiple. [9:19] Hope so. Appreciate it. [9:21] Appreciate you, man. Thanks for calling in.

===FILE=== qp5dnH3FC3E - Get U S Clients From Anywhere by Doing This.txt
https://youtu.be/qp5dnH3FC3E
Get U S Clients From Anywhere by Doing This

[0:00] uh most of the crowd was in India. They want to land US clients. What should they focus on first? What's the uh first leverage point to build credibility and [0:07] momentum to help them get US clients being in India? Speaking English without an accent. Anything else other than that? [0:15] By far the number one real if you speak if you look Indian and [0:22] speak American English, no one will even think you're Indian and you'll be able to charge US prices. [0:27] The only reason that someone would even charge Indian prices is because I mean no one in America would think to to pay [0:34] Indian prices to somebody who lives in America. Do they have to leave India too? [0:43] No. [laughter] Do you need to leave like do I need to leave Vegas? Who here is from Vegas, right? Like [laughter] thanks Frank. Um he's like right down the road actually. [0:54] Um, no, but like just about everyone else here found me on the internet same way they would find them. So like just like [1:02] it would be like I let me say it differently. If you spoke uh um Russian and you're like, "How do I get access to [1:11] the US market?" Well, I would make sure that my profile was all in English and I'd make sure my videos sounded like I was an American. And if those things were true, how would anyone have any idea that I lived in Russia versus here? [1:24] I had some clients who had this issue. [1:25] That's why this question came in. They were like, "Oh, you are in India. Why do you need to, you know, get paid $5,000 for this particular project like your expenses are less or you are?" Yeah. [1:35] Yeah. You can manage with that and all. [1:36] So even if they have a good English, they still have Well, that's a sales issue. [1:41] So like you're 20 years old, why should I pay you $100,000? You live at your mom's house. I would just say like, "Do you want the AI or not?" [1:52] And if you're good, they'll want it. So, I mean, we always still sell to value. [1:55] That's never going to change. And if they lose the frame, that's on them and they lost something earlier in the sale. [1:59] They lost trust and it's just a reason they're using to get out of the sale. [2:01] Like if someone believes that you can help them and they can ascribe some value to the amount that you're going to help them with whatever your proposed solution or product is, then the delta [2:10] between how much they think you can help with some relative risk associated with how likely it is to occur and then what percentage of that gain they're willing [2:17] to give you, that's the value that you can charge. [2:21] I think that being able to say this, do all of that, you could have somebody who has an Indian accent absolutely do that. [2:29] I think it'll be harder. [2:31] And so if I had to pick of all the skills to gain access to the US market, that would be number one. That's amazing.

===FILE=== qpQvdBFW_yI - 7 Ways To Get Customers for Free.txt
https://youtu.be/qpQvdBFW_yI
7 Ways To Get Customers for Free

[0:00] I'm going to give you seven obscenely easy ways to get customers for free that you can Implement within this week these tactics have made me millions of dollars [0:08] they actually work and I'll give you the real stats that I got when I used them in my business so you can use them in yours you should be obsessed with getting referrals and here's why referrals buy at higher percentages at [0:18] higher prices they buy more often they buy more times and they're the most likely customer to yes refer you more [0:26] customers and so if you have two types of customers that you can potentially get one that cost you a lot of money and does none of these things and one that's free that does all of those things which [0:34] would you prefer well obviously this one and independent of how big your business gets 30% of your business coming from referrals no matter you're at 100 [0:43] million or 100,000 a year still grows your business by 30% and when it's that big and it's still free that's the type of stuff that compounds a business into [0:51] Infinity versus having one that plateaus because not enough people tell other people about it so the first one is when I looked at one of our portfolio [0:58] companies we had a new sales gu who came in and crushed all of the records that had ever been done on that sales team and it was a very experienced sales team and I was like what is this guy doing [1:06] does he have higher close rates on the phone and he didn't have higher close rates but for some reason he was able to get 30 to 50% more sales than everybody else I was like okay so how is he [1:15] getting more opportunities and so we got on the call we listened to all the all the scripts we're like he's not doing anything different and so we pulled the guy up we were like dude what are you [1:22] doing and he said I don't know um after I close the customer I just say who else do you know who might also want this and [1:31] I usually get like one out of three people to send me one or two other people and I just do that on every sale cuz I learned that uh in my last job and [1:40] when he said that it was like this big obvious duh that I'm sure was in the sop at some point for the sales team and of course people get lazy because they don't want to scare the sale away but by [1:49] simply saying hey who else very clear who else do you know not do you know anybody yes no it's who else do you know [1:57] who do you think would benefit from this who you'd want to do this with right cuz now you're actually asking them to solve a problem with their brain not make a quick yes no answer which is what most [2:04] people are just going to say no I don't know anybody let's move on and number one this isn't going to be your grandmother's you know referral video on hey you should ask for referrals I'm going to give you some very specific [2:12] strategies on what to do how to say it in a way that'll actually get the likel that they do it pretty high now referrals are super valuable for a [2:19] number of reasons one is that they compound with the business meaning whether you're $100 million business 30% on 100 million or 30% on 100 Grand is still going to be 30% and so it's one of [2:28] the most scalable ways to grow business overall the biggest companies in the world the vast majority of what they get is from word of mouth it's from people telling other people and in today's [2:36] society where people are more able to share things faster and bigger across broader audiences and networks it matters more than ever it's so funny [2:43] because people are like man why are my ads they were working now they're not everybody believes in positive word of mouth they don't believe in negative word of mouth but both Word of Mouth happen because that's how this works [2:52] number two referrals who come in are more likely to buy so they have a higher close rate they pay more they're willing they're more likely to buy buy a more [3:00] 3 minutes premium version of what you have and they're also more likely to refer other customers so you get three spins on the money-making wheel from having referrals [3:09] versus a cold customer so if you have let's say a recurring membership business that you have 10% monthly turn well you can obviously always keep [3:16] trying to decrease that turn but one of the other things that will always come out at any level so if you have a th customer you can you turn 10% you need a 100 new customers just to break even one [3:24] of the very smart things that business owners do is they say okay well if I can get 10% of my customers to refer someone every month then I can offset that churn [3:31] so that my business is stable and so by having a consistent way to get your all your customers to refer you 10% you can make up for the 10% turn that you have [3:40] and the ratio between your referral percentage and your turn percentage is you're going to be your stable at rest [3:47] growth rate and so if you could have even 20% referrals on 10% then it means you're going to grow two to one and you will keep growing 2 to one no matter how [3:55] big you get number one this is called the gift card play so I use this dur during holiday season so either you make up a holiday it's like hey it's my [4:03] birthday it's my wife's birthday it's the anniversary of the business or you go with the standard holidays it's Christmas it's Easter it's it's uh you know you can make it a spring thing it [4:11] doesn't really matter you just have to a reason why to do the the gift cards now what you do with the gift cards it works especially well at Christmas is that you [4:18] say that they are gifts for other people so you offer to your membership base and here's the here's how it works is that you want the amount for the gift card to $100M Offers: How To Make Offers So Good People Feel Stupid Saying No (Hardcover) acquisition.com [4:25] be equal to one of your core unit of service so something that you would normally give away for free so if you were an SEO agency you might have a [4:33] $2,000 month service okay then it would be $2,000 is what the gift card would be now you're like wait $2,000 gift credit yes this is why it's so compelling if [4:41] you had a you know a garage door fixing business and there's three elements to your service you'd make it the base level the cheapest level is what the gift card would be equivalent to so [4:49] let's say you have up to $1,000 of stuff and the lowest thing is 200 bucks then you make the gift card one or $200 now that step one is what you price the [4:57] value of the discount the of the the gift card at the second element is what you make the discount for and the discount you want to be as aggressive as [5:04] possible and so I recommend 90% or more discount on this so if I have a $2,000 thing 90% discount is 200 bucks you're like wait I'm not going to make money on [5:12] this hold on the point here is what would you already give away for free in terms of service or product in order to get in your customer probably a lot [5:20] especially if you know that a referral is worth a lot of money and this is where it gets this is where the money this is where it gets magical okay is that what you do is you say Hey I'm [5:29] going to be giving these gift cards away only to my existing customers and you can only give them to other people for the holiday season now I'm going to [5:37] limit them this is a key Point limit two per customer because that also gets everyone to buy two so that they refer you to customers and so that customer [5:45] now buys two 90% off coupons that they have to give to two individual people that they can't use on themselves and when they make the purchase you say who [5:52] are you want me to make this gift card out too and guess what happens there by making the gift card out to somebody you also capture the lead and so you get two [6:00] 6 minutes referral leads that you get paid for this is what I'm saying you get paid for the referral lead everybody else you have to pay money to get leads here you [6:08] get paid to get leads all right big difference here so whatever if you want to get really nuanced about it you could just make it your cost to acquire customer but I think it's form more [6:15] compelling to make it whatever your base unit is with the assumption that you know that you're going to be able to bring this person in and then upsell for the levels of service and then use that [6:23] gift card against that and so obviously we ran this in the brick and mor gym space which is where I started and so we would run say a $200 gift card which is about a month and you get 90% off so [6:31] that people would pay 20 bucks for $200 gift card and now they look like amazing family members they're like hey I gave you a $200 gift card and you $200 gift [6:39] card to my gym the person comes in with the card because you have their number so you can text them and follow up and then you put an expiration date on the [6:46] gift card this is very important is the expiration on the the gift card needs to be 30 days because you want them to use it as fast as possible this is an year long thing you need to put urgency to [6:54] get the lead in the door so then you follow up and say hey Sandra G uh gave you that gift card uh let's get you in here and then when they come in you have [7:03] that $200 thing at the base level you give the free month that you'd be happy to do anyways and you get their card right their credit card or you can take that and say hey I think you'd be a best [7:10] suited for the $2,000 package I'm going to take the 200 put it against that and boom now I took my $200 gift card put it against something that's 10 times more [7:17] expensive they got 10 really 10% off and I still got paid 20 bucks for the lead and to make the sale and think about the math here so like if you have a big customer base and you sell two per [7:26] customer and you have call it 200 customers in your base uh and you get you know 30 of them to buy two cards each that's 60 cards that you give out [7:34] and you're going to convert a huge percentage of those cards so you bring 50 of those 60 in the door and you're going to close a big chunk of those [7:42] people and depending on the price point multiply that by your price take out the discount there you go so you don't lose money for three reasons one you're not [7:48] paying cost to acquire the customer two the amount that the thing that you're giving away as a discount is something you should be comfortable giv away that [7:56] you would normally give away as a lead Magnet or a free level of service just to customer anyways and so when you have a normal way to get a customer you usually have some sort of promo and you [8:05] have a cost to display that promo to people in terms of advertising you pay neither of those costs and then you make money because you're still getting paid [8:12] by the customer to get the gift card and then the third way that you can offset this is that you can still sell them into something that's far more expensive and so at the very worst case scenario [8:20] you make a little bit of money on the discounted cash to give away an a level of service that you're comfortable giving away anyways so the second one is [8:29] super tactical and it's a very specific point in the sales process and so when someone comes up to you and says hey I want to buy these Services can you give [8:37] me a discount we've all heard this hey can you make it a little less hey can you give me a homie hooko hey I know somebody do you think you could uh blah blah blah blah right so you say sure I'd [8:46] love to just give me the name of three friends and I'm happy to give you the discount and so by doing that you can immediately say like because what [8:54] happens they walk into a trap because they're they're going to like lean in as soon as you say oh I can totally give you that discount just give me the name of three friends and then all of a [9:01] sudden they're like oh it's like yeah I will happily do that if you do something for me and be amazed at how many times that actually works I'm like oh so if you just want me to introduce you to [9:08] three friends for your service or whatever you'll give me this discount I say sure but we do that right now and you got to make the introduction and so [9:16] by doing that you lock in three leads they get the discount that you might have been willing to give before I personally never discount unless there's a change in terms and so either I change [9:24] what I sell or they have to do something for me and so this is the second way which is they basically do some average iing on my behalf and so in exchange I give them the discount because I'm [9:32] paying that discount is my cost to get those leads which I'm willing to pay for if someone's asking for a discount I mean again everything's going to come [9:40] down to what is your cost you acquire customer normally and so if I figure I'm going to convert one out of these three referrals then I would say 1/3 of CAC [9:48] times three so 1X CAC your cost to acquire customer whatever it normally is is what I'd be willing to give as a discount on the main thing and as you become more experienced with this you [9:55] start to get more and more predictable metrics and in the beginning I just want this to work you can start fine-tuning hey I'll give you a 100 bucks per referral or whatever now the second way [10:04] that you can do this is that instead of offering the discount you can offer more service that's an equivalent amount and the reason you do that is because let's [10:12] say I charge $200 for my thing and it actually cost me $40 to deliver if someone says hey can I get a $200 discount I say I'll do you one better [10:20] I'll give you $400 of service for free if you send me the person now the $400 of service to me only cost me 80 bucks but the perceived value of the $400 of [10:28] service actually makes it even a bigger quote discount for them to get the thing and send me the traffic and so it's the second version kind of 2A and 2B of that [10:37] second strategy and if you want to hear how to take the referral process I just outlined and put it on steroids I have a course that goes with this book it's $100M Leads: How To Get Strangers To Want To Buy Your Stuff (Hardcover) acquisition.com [10:44] free calm down that's on my site at acquisition. comom you can click the leads course you don't even have to opt in for it and just go to the Affiliates [10:51] chapter it's a 45 minute video I think is that breaks down everything that you can do to get more customers by partnering with people who send you [10:58] customers on a regular basis and number three is actually a permutation of number two but just done instead of on the discount you do it on the positive you say hey so you ask for $100 discount [11:07] how about I do you one better I'll give you $200 of extra stuff and the reason I'm willing to do that as a business owner you don't say this this me explaining to you the $200 of service or [11:16] stuff might cost me 40 bucks whereas giving $200 off the price is going to cost me hard cost $200 and so I'd rather [11:23] give you $400 of value for 40 or 80 bucks of cost so actually reduce what my effective discount is but I also [11:30] increase the value for the Prospect and one of the nice valuable things here is that you're just encouraging a customer to use your service more or use your product more which is always a good [11:39] thing and the fourth version of this is one that I used all the time and it crushed for me and so what I did was as soon as the sale was over I would say [11:46] hey do you to know how you can get this stuff for free and every time I did this when we'd have our sales 30% of our sales for every one of our promotions [11:54] would come from people using the word of mouth the referral strategy that I'm about to talk talk about all right so it works really well and so at the end of [12:02] the sale they already got you already got the card they already signed up and you say hey by the way do you know how to get this for free everyone leans in they're like yeah of course I want to learn how to get it for free so now [12:09] we're not talking about discounts we're talking about how do I get it free and so what you say is hey if this thing's 500 bucks you say for every person you [12:17] bring in I'll give you a 100 bucks in cash and it was a real $100 cash check that I would give these people and so I [12:25] had so many people I had have nurses or teachers who had h networks of people that they worked with on a regular basis and said hey you want to do this weight [12:33] loss challenge with me or whatever it was and so I would have one girl come ref me 10 people make 500 bucks and I would get 10 customers from this one [12:41] person now that was obviously on the sale not on them making the introductions that was the big difference between the the first two and this one is I would say it was only [12:49] after the fact after the sale that they'd be able to get the 100 bucks but that slayed for me I've tactically executed this two different ways in my [12:57] career way number one is that underneath of my contract I had all the names of the referrals always listed out there and that would remind me and my sales [13:04] guys to ask for that referral and also know that that person would be attributed back to that customer remember I came from you know analog brick-and mortar I printed out contracts [13:13] okay the second way is to just do the digital way which is hey introduce me right now with your friend which I'll show you the real tactic on that uh in [13:21] one of the one of the future ones because it's really good which leads me to number five which is referral at success and so the moment that someone has some big thing you just finished [13:29] painting their house or you put their garage door in or you train their dog or you help them lose weight there's a moment of transformation that you have and a lot of times that's where you [13:36] capture testimonials now for sure capture the testimonial but right afterwards they're amped they're feeling good they love your service they just experienced it when you say hey you're [13:45] amazing how many other amazing people like you do you know and usually they're like I don't know and then they start giggling whatever and you're like [13:53] awesome can we take a picture together to commemorate the moment and then they say yes it's like let me give your phone so you take their phone you do a selfie and say hey let's take this picture who [14:01] do you know that we can send this to that we can invite them in so we can do this with them and by making that ask and you do it from their phone you text [14:09] yourself through their phone with the picture of you the outcome and them so if it's you and the dog or you and the garage or just you and them skinny right [14:17] you text them and say hey this is Sandra you should meet Alex and I used to joke around and like be like Alex is the coolest guy of all time he's he's the [14:25] most amazing man you should to CU like they knew that I was texting as them um and they would get a laugh out of it and so mind you this is where you have to have rapport with a customer if you [14:33] don't have Rapport then this isn't going to work but for me this is why having it at the success moment it's like you've literally demonstrated the result in [14:40] front of you to someone they know and then that person is making the introduction being like dude you've got to check this place out it's awesome they have the best crepes or they have [14:48] the they totally fixed my garage and you said you were you were looking at at fixing it look how nice mine looks whatever it is and that worked amazingly well to get referrals at the point of [14:56] success and so you'll notice the through line here is that it each of these moments if someone ask for a discount boom you can get a referral if you want to get a referral you can add in a bonus [15:05] uh or you can flip the discount into a bonus you can just ask them uh on a regular basis hey how do you want to know how to get this for free which slay [15:13] for me you can do the version here we're at the point of success you take the picture and you do the three-way introduction all these versions work obscenely well no matter how big your business is to get more customers in the [15:21] door let's get the next one if you're watching on YouTube tell me which of the seven you're actually going to do not what you think would be cool or what you thought was neat which one can you do [15:30] and Implement in the next 30 days number six the next one is a handwritten card strategy so here's how it works you pair handwritten cards with in-person events [15:39] or virtual events but it works especially well for in-person events and so if you have a member appreciation event or some sort of Workshop or something that you're going to be [15:46] holding on a quarterly basis or whatever Cadence you have on I'd recommend doing this at least quarterly if you have especially a local business and so you invite the customers in and it doesn't [15:54] have to be high budget it's just supposed to have some fun have some food it can be a pot lock whatever and so you invite all the customers uh there and [16:02] the way you do that is you write a handwritten card thanking them for their patronage and saying this is your invitation you're cordially invited to the quarterly or semiannual uh you know [16:11] painters R R Us event whatever right and so you invite them to this event for you to appreciate them now you say PS This [16:19] is key PS on the letter you say if you take a screen screen if you take a picture of this letter and you text it to a friend of yours they can use that to get into the event they can have all [16:27] the food and all the drink they want and they can come with you and if you want just so that I know them before they come in the door just do a three-way text with me and you can send that [16:35] invite like you sending it to them and by doing that you can collect a bunch of leads and you say hey it's also all people are welcome and so they can then [16:43] bring other people with them to your event and when we would do this you get 30 to 50% of the room would be people who were friends and plus ones of the [16:50] people who are coming to the event and then at the event all day long think about this all the people were there love you enough to show up to your event and so they're all talking about how [16:58] awesome you are whatever the thing is and you're providing stuff to them you're giving them food you're giving them drinks you're ging entertainment you're walking around you're kissing baby shaking hands and so you seem like [17:05] mayor of the town so you get great positioning and then all you do is as you go one-on-one you say hey let's talk on Monday hey let's get a time set up blah blah blah blah and all you do is you set a shitload of appointments don't [17:14] sell there just set follow-up appointments so that it's fun it keeps it chill and that way you can collect a ton of leads and after they've met you once in person they're not going to [17:22] ghost you on the next thing and the likelihood they buy because their friendss already there they already literally consume something from you the reciprocity laws that it's highest [17:29] amount and so they're really likely to buy so uh two quick tactical things that I learned the hard way uh don't book these too far out like if someone's like [17:37] hey I can do it two Eastern I'm like girl you're here right now I was like get in on Monday I was like let's coaching starts now let's go you know what I mean like I would like I always try to have that kind of like playful [17:45] Rapport so I can get people in faster because obviously Interest wains really quickly and so you have a very small period of time where motivation is super [17:52] high and so we want to capitalize on that moment and after the event happens and I've already booked them I treat them like a normal lead so I'm going to still work them send reminders all the normal stuff you do number seven is the [18:01] spouse request so this is a good one so if you have a service that a spouse can do with them so that could be like wine [18:08] and paint night that could be like I said weight loss that could be therapy that could be anything that somebody could do you ask them so basically it [18:17] proact the obstacle so you get to be aggressive on it and say hey does your husband support you in this hey do you think this would help your husband out [18:26] and or your wife out whatever and by doing that you say hey we have an amazing uh spouse program and we've actually seen that people who do it with [18:33] their spouse and this is this is the key part of it is you want to have some sort of stat that's associated with it that shows that oh people who do with their spouse are three times more successful [18:41] and by doing that then it's like well you want to be more successful and so I would strongly like I don't use the word mandatory and I would even say this in the scripting I never say the word [18:49] mandatory but unless your spouse has a reason like they their foot fell off or they're you know about to go to the [18:56] hospital they're crazy if unless it's one of those reasons they should come with you because I think it's going to it's going to it will be far more long- lasting whatever the transformation is [19:04] it'll be far more effective whatever our our intervention is and you're going to have a much better experience and you'll have support here and at home which makes it way more likely that you'll win [19:12] and the last one is a bonus one which is a friend of mine runs massive massive online challenges so this isn't just brick and mortar or just service [19:21] businesses like it works for any business and you just have to think how can I make this work for my business not it won't work for my business because I promise you that is The Voice of the [19:29] loser like beating you into losers ship okay literally just in all messaging he had all he did for an entire campaign [19:37] was simply remind people in every piece of content in every piece of messaging in every ad and every post that he did throughout the entire campaign was he [19:46] just said hey be sure to bring a friend it's far more likely that you'll succeed you're going to love this if you do this together and he just said it every time [19:54] and at the end of his campaign and he's getting million plus customers when he runs these campaigns so massive massive massive scale 25 to 30% of the customers [20:02] that came in from the campaign were from Word of Mouth were from unattributed sources and when he didn't do this it was almost nothing and so he attributed [20:11] that big jump to making sure that he wo in the bring a friend that bring someone else that you're going to be more successful that you'd have more support [20:19] you'll get faster results if you do it together and so I would encourage you obviously these tactics that I just outlined give you when someone asks for [20:27] a discount how to do it if it's the holidays you use the gift card if someone has a great success that's the moment if you want to get an event you use it to use as a referral event all of [20:35] these tools are things that you can use at specific moments but the big overarching one is that if you know that you can generate about 30% of your leads [20:43] and this is just what I've seen across our businesses by implementing these strategies you get 30% more customers by just asking and actually weaving this in [20:52] and not being lazy about it it's an obscenely easy way to get customers that are free pay more more stay longer and [21:00] 21 minutes refer you more customers everybody want to get customers but ain't nobody want to ask for referrals

===FILE=== qsXxckCbci0 - How To Grow ANY Business FASTER (Masterclass).txt
https://youtu.be/qsXxckCbci0
How To Grow ANY Business FASTER (Masterclass)

[0:00] There are only four main types of businesses. So, your business is one of these four. And understanding what shape my business was has allowed me to [0:08] develop a portfolio of companies that generate over $250 million a year at acquisition.com. And so, if you have a business, you need to know what shape [0:15] your business really is to maximize the opportunity you're in. And if you don't have a business, you should know what you're getting into so you can pick the [0:23] right one for you. So, let's get started with the first shape. So, what type of business is this business? I'd love it if you actually think about it right [0:31] now. Like, if if there's different types of businesses, what do you think this one really is? All right, now that you've thought about it, this is the [0:38] shape of an e-commerce business. So, in the very beginning, you'll typically have to get some inventory, especially if you want to have a bigger business. [0:45] No gigantic businesses are drop shipping. So, if you want to have a bigger business, like a brand, you're going to have to do some sort of inventory. You'll have to front a little bit of cash, right? But as soon as you [0:54] start selling because it doesn't require a lot of operational infrastructure, you can grow really quickly. But then you'll hit these breaking points that stop your [1:02] growth flat. And so either these will be um cash constraints in the business as in like you don't have money to buy more inventory. It could be um it could be [1:11] traffic constraints like all of a sudden your ads just stop and then the the ads don't perform past a certain point. It could be that you've maxed out your [1:19] distribution. Let's say if you're a retail distribution, it's like, okay, we got 7,000 more 7-Elevens. It's like, okay. And then we continue to stay at [1:26] that level until we get CVS's and then we stay at that next level. And so each of these kind of unlocks typically occur [1:33] when you have a supply chain unlock or you have distribution that unlocks. The distribution can be literally physical retail distribution or it can be adbased andor affiliate um based distribution. [1:44] All of these different ways are promoting it so it gets it in more hands. So this is why the shape of this business looks this way. And you also [1:52] can get stopped by all of a sudden you run out of stuff, right? Your supply chain dries up because your manufacturer can only do a,000 units a day and you [1:59] need 10,000 units a day. And so while you find the next manufacturer, you're flat again, right? And this is the nature of the business that you're [2:07] really in. And if you're curious, what you know experience do I have with e-commerce? Well, I'll give you two. So first off, Prestige Labs was a physical [2:15] products business. We sold through a brick-and-mortar distribution base. We also sold through an online store. So, we had both of those angles. I had distributors, obviously, our gyms and [2:23] then also uh any consumers could buy directly from the store. So, we had ads that were running as well. And so, both those elements were e-commerce. In [2:31] addition to that, um the launches that we had for uh my last book, the world record-breaking Guinness World $100M Money Models: How To Make Money (Hardcover) acquisition.com [2:39] Record-breaking book, um this is literally e-commerce. is a physical product that gets bought through a store and then shipped out. Like very [2:46] straightforward. And so the reason that this video is so important before I dive into all the other four is that most people think that there is something [2:54] inherently wrong with their business when it is in reality a feature of this business, not a bug. And so the more you [3:01] can zero in on, okay, if these are the big hairy problems that exist within the shape of my business, how do I put [3:08] disproportionate effort on solving these key foundational issues or problems to this model that will allow me to out [3:16] compete all the other people in my space that don't know this? And I'm telling you like this is the sauce. And also sometimes you'll have to switch three [3:24] PLs as you scale too. So even if you have the the inventory, somebody might not be able to ship out 10,000 orders a day. Like when we did the book launch [3:32] for me, I had to find three PLs who could ship out millions in 72 hours. [3:39] That's absolutely absurd. Which is why we had to have multiple across different states in order to make sure that every single person got their book within days, not weeks or even months. I talked [3:48] a little bit about the cons, but let's talk about the pros of this. So e-commerce, it can scale relatively fast compared to some of the other business models. And [3:56] the reason for that is once you have the stuff, I mean, it's really just like how fast can you hand it to somebody in exchange for money. And if you have, you [4:04] know, a Shopify store or a commerce store, any kind of online store, like they can just click and buy and then you have somebody else who's shipping it straight to them. As long as they can [4:12] ship it and they can buy, you can sell a lot of them. The issues is when you ran out of stuff, the guys can't produce it. [4:17] You can't get raw materials. They can't ship enough of them. these become the constraints. But fundamentally, if you're within operating within all of those, as in they can ship more than you [4:25] have, you've got enough inventory. As long as people keep buying, the number just goes straight up. And so, um, what's interesting about this particular [4:33] business is that it also typically isn't going to be nearly as kind of keyman risk from the founder. Of course, there can always be risk for key skills, but [4:40] if you have a product that people love and people keep going to your store and buying it, it's a very sellable business. Okay? And so that's the that's maybe the upside. Let's talk about the [4:49] dirty. So what sucks about having e-commerce? One of the first things that sucks about this business is that in general, most people who own e-commerce [4:56] stores, they can do significantly more revenue than some of the other business models really quickly. It's one of the fastest ones you can grow revenue on. [5:03] And it's also because people are willing to spend more money for stuff than they are for the other three categories because there's inherent value because [5:10] everyone knows there's an inherent cost to creating it and sending it. So people are just more willing to spend money on it because that's t it's tangible. Um [5:18] and it's the reason if you look at like gross sales, what are the what are the some of the top companies in the world? [5:23] Walmart, huge amount of sales. Amazon, huge amount of sales. It's stuff, right? [5:28] And people love stuff. And as somebody who came to selling physical products much later in my career, I was amazed at how easy they were to sell compared to [5:37] some of these other things. Which then brings the the next question, which is like, okay, well, sometimes they're easier to sell. people are easy to take their wallet out. Um, but what makes it [5:44] harder? So, this is very capital intensive because people know costs money. [5:52] You also have to have the money to buy the And so, it is capital intensive in that this thing might make [5:58] profit on paper, but as soon as you make some profit, what are you going to do with that money? You got to go buy more inventory. And so unless you have a flat [6:06] e-commerce business, if you want to grow, the extra growth requires the profit from the earlier part of your [6:13] growth path to fund the next level of inventory so you can sell through more in a shorter period of time. And so you [6:21] can have you can be very asset rich in this business. You can have lots of inventory. You can have maybe a lot of enterprise value. But it's very common that entrepreneurs will get I mean I'm [6:28] saying unbelievable numbers. They'll go to hundreds of millions a year and pretty much only live on their salaries, which there's nothing wrong with that. [6:36] It's just different than some of the other models that are out there. In terms of the things that can also be difficult about this is that you have to rely very heavily on your partners. And [6:45] so, it's very rare for an e-commerce business to be vertically integrated. It it sometimes happens, but it's super super uncommon. Uh that means that are [6:53] you the one who's manufacturing the stuff? Are you the one who's actually shi, you know, pickp pack shipping of all the things both locally and internationally? Are you sourcing raw [7:02] materials or do you have a a raw material mine that you're, you know, you're collecting milk from cows and turning that into protein? Probably not. [7:08] And so you have core dependencies on other businesses. And if those businesses fail, you fail like very [7:15] real. And so having many redundancies within each element of the business. [7:20] Okay. How do we get raw materials? How do what about manufacturing? What about uh logistics in terms of pickp pack ship? Um and then on the capital side, [7:29] it's like do we have lending partners because we might run out of of capital if we're scaling really quickly because there can literally be nothing wrong with your business. But think about [7:37] this. If you have 10 units of something and you make $10 of profit on each unit and you sell all of them in a day and the next day 10 more people want to buy, [7:46] there's nothing you can do. And so that might mean that you might have 300 units worth of demand and you only have 10 units worth of profit. What do you have [7:53] to do next month? You can only buy 10 more, right? And so your growth rate will be dictated by the amount of free cash flow that the business kicks off. [8:02] And then that will be the growth rate that you'll be able to sustain or only growth rate that you'll be able to have in the business. And you'll be you'll be constrained by that capital. There are [8:10] lending partners because this is a clearly a capital constrained business if you're growing quickly. Um, but those are some of the some of the negatives or [8:18] some of the downsides. Now, if you own one of these businesses, what's the big hairy problem? What's the big problem that you have to solve? Number one is [8:25] managing cash flow. So, you have to be able to forecast cash flow. You have to look at inventory cycles. How long is it, you know, if it's a 12-week lead time for you to buy stuff? You have to predict how much you're going to be [8:33] selling in 12 weeks. That can be difficult, especially if it's your first time. Um, number one. Number two, your distribution. You're going to live and die by your distribution. So, ad [8:42] accounts, um, brickandmortar distribution partners that you can have, affiliates or influencers who have kind of I would call it synthetic distribution through their audiences. [8:49] All three of those are your they're partners of yours, right? Product like great product will always find great distribution. Great distribution will always find great product, right? But [8:58] the problem the big problem that you'll have to manage is going to be supply chain. How can you have enough stuff to sell, right? Logistics isn't that hard [9:06] because there's a lot of there's some decent um, you know, pickpack ship that are out there. Everybody always has complaints because it's not their business. They would do it differently, blah blah blah blah blah. You wish they [9:14] they they didn't charge you as much, etc., etc. But like by and large that I would say that problem has been has been solved relatively well. Um the next [9:23] issue um is going to be making sure that the product you have has a brand behind it. And this is the [9:31] real nasty one because if you just have a pure I call them smash and grab businesses, which is just you're a media arbitrage business. You know, you can [9:39] buy eyeballs at $10 and you can sell them something where you make $11 in in gross profit. That's just a smash and grab business. And if somebody else sees [9:48] you smashing and grabbing, guess what they do? The downside of physical products is that because anybody can own it, anybody can also sell it. And so if [9:56] you've got a widget, somebody else can go to China and make the same widget as you. And that's where patents come important. That's where if you actually do own your manufacturing, have some [10:03] special sauce in terms of how you make your stuff, these become the competitive moes for the business. But the largest of all of them by far is brand, right? [10:12] Why? Like Nike shirts are inherently the same shirts that other shirts, you know, shirt companies make. They literally buy the same raw materials. But why are you [10:20] willing to pay so much more for a Nike shirt versus, you know, an unnamed shirt? Because of the brand. And so even if someone can copy every single thing down to the thread count of your [10:27] business, they still can't copy the brand. And so some of the best uh brands are in e-commerce because you have to be in order to get big. And so we think if [10:36] we translate what brand does and this applies to all of them, it's it's super important with e-commerce because it's so easy to commoditize um is that the [10:46] value that brand delivers is that you have higher click-through rates as in more people show interest because they have a history of good experiences with you or good word of mouth. Number two is [10:54] that you'll have higher repurchase rates. People will buy once and they'll continue to buy again. And number three, you'll able you'll be able to charge higher premiums for the same thing. So [11:03] that means lower cost of acquisition, higher LTV because they're buying more, and higher gross profits because they're buying at premium prices. Those are very real benefits of building the big brand. [11:12] And so when you have these types of businesses and they are kicking off cash, that means that that is somewhere you have to continually invest to expand and reinforce the associations that you [11:21] want your products to stand for, which also means what affiliates or influencers you're not going to associate with, even if they can drive quick sales. what discounts you're going [11:29] to choose to make or not choose to do because of what kind of brand you want to um uh demonstrate for your target [11:37] audience. There's some brands that never do discounts and there's some that live and die on discounts. And so it really depends on what kind of brand you're trying to build. But you got to be specific about it and you want to be as deliberative about as you can day one. [11:46] And so if this is you, I think probably the most important question is how do you win? Right? The per I I'll just do this by describing the perfect [11:54] e-commerce company and then you can reverse engineer what you were missing. [11:59] So the perfect e-commerce company would have its own manufacturing that it makes. It would have a very trusted [12:07] third party or be able to ship directly out of their manufacturing facility to you know all the markets that they have. [12:13] Now if they're international more likely they'll have to have international partners that do the logistics. Um but even more likely if that becomes bigger markets, they'll start creating [12:21] decentralized manufacturing uh in each of those markets. So they have lower shipping costs and faster uh turnaround times and faster cycles for um returning [12:30] inventory. So that's we're going back to front. They make the stuff right. They have some trade secrets or unique partners that they get their ingredients [12:38] from or and or they have unique way of combining unique ingredients which makes them incredibly difficult to copy. They have uh great logistics in terms of [12:46] pickpack ship. On top of that, they have uh a very lean team on the paid ad side [12:53] that uh is a performance marketing team that is done in tandem with a team that understands brand first approach. And so [13:01] what does that mean? The most successful companies that persist over a long period of time in e-commerce tend to have a 7030 split in terms of how they [13:09] spend their money. 70 going towards top offunnel and brand awareness and associations and only 30% going to direct to purchase. And most companies [13:18] that are starting out and the vast majority of the ones that I talk to, it's basically 100% just straight to purchase. You are building a drop ship company that has no competitive mode and [13:27] you will always complain about the dupes and the the Chinese companies that are going to come in and undercut you because they they're in China and they have some of these other other [13:35] competitive edges that you don't have, right? And so you have to know the game you're playing because if you know the game you're playing, you'll know how to win. [13:44] And the last piece of this kind of competitive advantage that I would have in this perfect e-commerce business, assuming they have invested that extra money to have these premium brand [13:51] associations, they have strong performance marketing. Um, we then have two more components to it. One is we want strong brickandmortar retail [14:00] 14 minutes partnerships so that you have 50,000 retail stores that are pushing your stuff out or you choose to long-term create your own pop-up stores that [14:08] actually are your own. There is what's interesting is that nowadays the model has reversed. It used to be build a you know huge brickandmortar presence across [14:16] many many states and then start an online store. The last kind of version of that was like Lululemon that I would say that was more popular and that I can [14:24] think of at least and more recently it's kind of the reverse of that. You look at like the the Gym Sharks, right? they they're almost all e-commerce and then [14:31] they choose to open up these flagship stores in key locations that are brand additive. Now on a on a long enough time horizon once brand awareness has been [14:40] completely saturated for an e-commerce brand then you actually open up stores all over the place because you remove [14:47] the cost of shipping um each of those markets because people actually go straight to the store and it increases their average order when they're in person. And so the actual cost of [14:55] acquiring the customer becomes rent divided by sales per month. [15:01] Kind of cool. And so uh that's what happens at the ultimate scale level that many brands don't get to and some of them just choose not to do that uh [15:09] because they don't want to because it's super capital intensive, right? But at some point when everybody already knows who you are, you just want to make it even easier for them to buy. And so that [15:17] is the ultimate version of an e-commerce brand. Um and how you do it, right? And it takes years to build that level of brand, but you can scale revenue [15:25] incredibly quickly. And I'll add one last caveat, which is that you have to be an absolute savage uh email marketer. [15:31] And so the amount of backend the iceberg underneath of here that exists in terms of messaging, different process flows, the campaigns that you're running, [15:40] attribution so that you can see your true metrics. Like these are some of the like I think some of the best marketers in the world are here. And it's because [15:48] to be fair, once you have a killer product, it's, you know, backend dweebs that we're going to, you know, they're going to be working on making sure that we have enough product. You can you can [15:55] hire the people who can make sure the cash flow is there, all that kind of stuff. But like the best I think some of the best marketers in the world are e-commerce marketers. Oh, last thing. [16:02] The product's got to be exceptional because no matter what you do, you can have all the best marketing in the entire world. If you get someone to buy it and then it sucks, doesn't matter. [16:13] And as you scale these businesses, the cost of acquiring customers continues to rise. And so the only thing that you have that's a compounding vehicle that [16:21] can scale proportionally to increasing cost of acquisition is a referral word of mouth chain that does two things. One [16:28] is repeat visitors. Like how many what percentage of your sales are customers that are coming back because they really like the product? And then number two, what percentage of those customers are [16:36] bringing more customers? And if you're like, well, what percentage is right? It depends on the growth rate of the business. So if you're growing by a th000% you're always going to have, you [16:43] know, more new customers in the beginning. What matters more in terms of you want to make this thing sellable is you want to be able to demonstrate that you look at this new cohort, how many of [16:52] them are going to come by again. If you can get 60% 70% uh to buy again after the first purchase, you likely have a product that's pretty strong. Real [17:00] 17 minutes quick, I have a gift for you. This is the $100 million scaling roadmap. It's something that my team and I put 200 plus hours into building and breaking [17:07] the stages of scaling into 10 steps. All right? All right. And so what we did is we broke down everything that got us basically got us stuck and what we did to break free at each level of the [17:16] business. And if you'd like to know what product, marketing, sales, customer service, IT, recruiting, human uh resources, and finance look like at the [17:23] stage that you're currently at, this is a free gift. So all you have to do is go to aquis.com/roadmap. You can plug in your business information. And if you [17:30] want our help, you want my help to help you break through whatever level of scaling you're at. This is not a promise. I'm just saying I'd love to help. Um on the thank you page, you can [17:37] book a call. Uh, every month we have a workshop out here at my headquarters. [17:41] You actually talk to my real team that does does our marketing, does our emails, does our ads, does our copy, does our does our does our sales, does our finance, does our recruiting, the [17:49] real people are doing this at a very high level. And what's really cool about that is that they can typically find and spot what the constraints are in a business like that. And so it's one of [17:57] the most valuable things that I could possibly do. Obviously, you know, space is limited based on our actual headquarters. Um, but if that's interesting, on the thank you page, you can book a call. No pressure. This is a gift either way. It's absolutely free. [18:06] So that's e-commerce. What's this puppy? [18:10] So this is the the the the puppy that 78% of businesses in the United States are based on, which is big bad service. [18:19] So this is a service business. My credibility with this is that I had uh six brick-and-mortar gyms uh that I scaled. Then I had a turnaround business [18:27] that we flew around the country and did turnarounds. I did 30 something turnarounds over almost two years where we turned other gyms around which were service businesses then. So that was my [18:36] BTOC service experience. Then I went uh online and basically built a gym consulting firm um that sold services [18:44] like marketing services, um ad creation services, things like that to gym owners across uh the US and basically the English speaking world. And so I built [18:53] both BTOC and B2B businesses um to uh you know I think mid30 million a year. [18:59] And then now at acquisition.com we advisory practice which is a nine figure plus business. All right. And so, um, yeah, so we're very familiar with [19:07] building out high quality service businesses. And so, I feel confident in saying I can help you grow yours. All right? And service businesses, um, look [19:15] like this because they are slow and steady. So, if I wanted to make it a little bit more accurate, I would I would have drawn it more like a straight line because this one's taller, but I only had this much space. All right? But [19:23] it's a slow and steady growth curve. So, why does it look like that? It looks like this because it's very peopleheavy. [19:29] And typically a service business has people at all three two out of three or all three [19:37] components of the business. So what do I mean by that? If we break a business into three chunks attraction, a conversion point and then delivery, right? If those are the three comp [19:45] components of the business from an attraction perspective, that's the only one where you could have a very scalable front end. You could have just be running ads. You have content on the [19:52] front end. Super scalable. Now typically if you're selling services, it's going to have a higher ticket. If it has a higher ticket, usually a person is involved. So you might have a person [20:01] who's taking phone calls or meeting with customers at their homes or meeting in person in order to convert or transact. [20:06] All right, close the sale. Once the customer is, you know, has transacted, now we have to deliver. And it's a service business, which means that you have people who are involved in the [20:14] delivery. You do some sort of services to them. All right. Now what becomes what becomes challenging about this is that as you scale it is easier to go [20:24] find more product to sell than it is to find exceptional people. Significantly harder. And if the thing you sell is [20:31] people with a premium, which is what a service business is, then you have to find very good people. And very good people are even harder to find, right? [20:38] And they also cost even more money. And so service businesses in general um you want to run significantly higher gross [20:47] margins than the other three. Uh they typically don't run high gross [20:54] margins and you want to design them in a way that do run higher gross margins because you need the padding for the inevitable volatility that exists within [21:02] the business. And the volatility is a factor of when someone new comes into any function of the business, whether you're doing outbound on the front end [21:09] or running ads, you're doing sales or you have delivery. If you have one sales guy, when you hire the next sales guy, he's not going to be as good as the first one because he's got to get [21:16] trained up. And so, we have to be able to swallow slow down. We have to be able to deal with the padding here. We need some cushion for the pushing, if you [21:23] will, um, on how much gross profit we can have here because if our conversion rate drops in half because our new sales guy's not as good, right? He's got to [21:31] get up to speed in 30 days. Then we got to be able to eat that. Calm down. All right. Now, the next thing is that on the delivery side, let's say we've got one good account rep or two good account [21:39] reps and and they've been with you for 5 years. Okay. Well, you finally figured out a little bit more marketing, a little more selling, and guess what? [21:45] Now, we need another account rep, but they're not as good. So, now you have to worry about your reputation because they're not going to be able to deliver the same uh same scale. And so, service [21:53] businesses are very easy to start because they cost nothing at the very beginning. And you literally just sell your time, which is why it's the most common business that people do start. [22:01] They learn one thing and then they start doing that work for other people. Very simple. But then once it once you learn that thing, the better you get at that thing, the harder it is to get more [22:09] people who are as good as you at that thing, which makes it like the more you can charge, the harder it is to get more people that you can charge that money for and still deliver that quality. This [22:17] is the inherent difficulty with um service-based businesses. So, I'll give you I'll give you uh two two polar [22:26] examples here. Uh a because I come from the fitness industry. So, a fitness coaching business, a gym is a service-based business, right? Um the [22:34] the pros of that particular type of business is that it's easy to hire that talent because one, it's low skill, and two, many people love it. It's almost [22:42] like hiring musicians. Plenty of people would do it for free. They'd coach classes for free. They're they're passionate about fitness. um where it's more difficult in that business is very [22:48] hard to number one sell and number two retain customers because people don't like working out. Now on the flip side, I would say many or the vast majority of [22:57] businesses are actually not like uh the fitness coaching business. The vast majority of service businesses are people doing work that other people don't want to do. And so this is the [23:05] fitness coaching business is unique in that it is coaching. The vast majority of service businesses, there is no coaching. You just do the work, right? [23:11] You fix the roof, you you put in the the garage, you do the accounting for them, you do the legal work, you um you build the website for them, right? So for any [23:20] any of those businesses, it's actually very easy to do the sale because you say, "I'm going to give you the outcome and you don't have to do anything." Right? And so if you're actually good, [23:27] almost all service businesses when they are done for you service businesses almost never, if they're any good, have a problem getting customers. the [23:34] difficulty they have is hiring good talent because customers will stick because you're doing the service and they don't want to learn it and they [23:42] don't want to do it and the difficulty you have is you got to teach other people to do it and do it well and so you will almost always be supply constrained um in this business model. [23:50] So what are the good things about this? [23:52] Um service businesses are the least risky business because you can always keep a service business profitable. So [24:00] 24 minutes what do I mean by that? So outside of rent, which should be a lower cost relative to, you know, whatever your business is almost always for service [24:07] with the exception of maybe like a gym um or like a med spa or something like that where you have like some capital intensive stuff, but that's less of a service business, more head medical. I [24:15] won't get into it, but for the vast majority of the true humans are the are the are the labor, right? Um if revenue goes down, you can always cut headcount. [24:24] I'm not saying it's pretty, but you can always stay profitable and you can always cut it all the way back down to just you doing work for money, right? [24:29] And so you can always make sure as long as you are priced appropriately that you can make money in a service business. [24:35] Now if you do a decent job uh for people they will tend to stick around and so it can be very stable. It's very predictable. The difficulty is like how [24:44] do you triple a service business year over year over year? Incredibly hard to do especially as you get bigger and bigger. Now some of the other benefits [24:52] of service businesses is they do have the potential for high margins. um it's rarer but the way that you I'll I'll tell you I'll tell you it in a second [25:00] 25 minutes how you can create high margins uh in a service business but they do have the potential for high margins but almost always they have high cash flow because [25:08] there's not a tremendous amount of capital intensive reinvestment that must occur in a service business we don't have to buy inventory we don't have [25:15] developers we have to buy I'm getting a little ahead right um but basically you sold work for 100 grand [25:24] your cost on that work was 50 and then there's 50 grand left over and next month you're going to sell the same work for 100 grand and the cost you 50 and there's going to be another 50 left over [25:32] and you can pocket that and so they tend to be very stable very high cash flow businesses um and I would say the majority of them if you do a decent job [25:40] have pretty good retention because people don't want to learn it and they don't want to do it so what sucks about this business talent is the bottleneck [25:48] right you finding good people is going to be the difficult part of this business whether you're trying to find HVAC uh technicians, plumbers, electricians, uh, on the home services [25:57] side, if you're trying to find maids on the low skill side, very difficult. So all the way up it's it's always hard because even at the lowest skill, if we [26:05] use maids as the as the lowest skill labor for a service business as an example, well then just finding people who speak English, show up on time, are competent, and actually do a good job [26:14] cleaning um and want to work for the the the the amount of pay that uh the price [26:21] the pricing uh package that you have allows for some margin is difficult. [26:25] That's the hard part. If you go up a level in terms of like I would say uh you know trades then finding the tradesmen who are who are good and [26:34] experienced and can do more complex work becomes difficult. So it's a more compliant uh supply constraint business. [26:39] If you go white collar then you've got accountants, lawyers, management consultants, uh investment bankers, right? All of these people inquire require a ton of education, a ton of [26:48] learning. And so most of those, like the ones I just mentioned, management consulting, uh, investment banking, legal, like they all have multi-year [26:55] learning paths before they're really even allowed to do work on their own. [26:59] And so when you have multi-year kind of gestation periods for the talent, that becomes one of the big things that sucks about the business. And I'll tell you how to fix that in a second, but that's [27:07] one of the big things that sucks. Um, and often times when you have one of these businesses, the founder tends to be, not always, but tends to be one of the best technicians. And so this is a [27:15] double-edged sword because you know how to do it better than everyone. And as a result, people tend to always come to you uh in order to solve the big complex problems, which makes your life big and [27:23] complex all the time, which kind of sucks. Um and the last piece is that it's just slower to scale than the other three models. So what is the big problem that you have to solve with this [27:31] business? If we believe that hiring, onboarding and training talent um is the [27:40] so if we take the position which I do that supply or the supply of good talent is the hardest part about this business then one of the core components of your [27:49] business must become your attraction as in your recruiting process. how you onboard those people and how you train [27:57] them. Because if we think about a business as the difference between the the value of the inputs and the value of the outputs, that delta is where profit [28:04] is created. You are creating value in the economy. And so you take raw materials, people who are underskilled, you have a way of bringing them in, [28:11] adding value, giving them skills, teaching them, and then you can sell that skill set at a higher premium later. That's the idea. Now where you [28:20] have a 2011 version of this is where you have three or four different people that all have different skill sets that the aggregate of three or four of those skill sets put together uh becomes even [28:29] the sum is greater some of the whole is greater than the parts right you get even more gross profit and that's where this gets a little bit more interesting and so that core has to be one of the [28:39] things that you do exceptionally well and if you're like we don't really do that very well in our business no that's why most service businesses don't scale and the second element that you [28:48] really want to focus on is like how How many ways can you reduce your own founder technical expertise? The dependent the business's dependence on [28:56] your technical expertise. How can I productize my own knowledge to such a degree? And what you have to get very good at doing is you have to get very good at teaching. Fundamentally, like if [29:04] you're in a service business, you're actually in a teaching business. You have to teach your talent how to do what they do. And I think this is one of the big mess ups is people expect, oh, I'm [29:13] going to train some guy in a weekend to do something that's taken me 10 years and then I'm going to get upset that he's not that good. Ridiculous, right? [29:20] We have to have far more robust training for these people. But as a result, it's more front-loaded than than most people expect. But if you do that well, those [29:28] people ramp up faster. They stick longer. You're able to charge longer premiums, and your reputation continues to compound over time. So, [snorts] [29:36] how do you win with this model? So number one is that most service businesses, especially in the beginning, is they do any kind of work for any kind of person with a pulse. Very normal. But [29:43] as soon as you start to develop a little bit of business chops, you start to say, "Okay, some of these clients suck, some of these clients are great, we do a better job with this." And so you start to narrow down who your real customer [29:51] should be. This happens usually in the 1 to3 million dollar range is when you start to have to make those decisions. [29:54] In the beginning, you're just trying to make money. Fine. But when you really want to scale, um, like you have to start deciding what business you're really going to be in. And usually it's around, like I said, 1 to 3 million. [30:02] That's when you decide what business you're really in. And then that's where you really start going on this path. But in order to do that, we have to decide on what customer we're going to really serve. And then as a result, because we [30:10] have one consistent customer, we should only have one, two, three max uh consistent deliverables that we're giving. So that we can start systematizing or productizing the way [30:19] that we deliver our services. So rather than everything being bespoke or just saying whatever you want, your your bra, you know, your wildest dreams is what I can deliver. Um you then say you [30:28] probably want this problem solved. We solve it in one of three ways. This is the way that I think is best for you and here's how we do And then you can start driving operational efficiency within the business which then expands the [30:35] gross margins. Okay. Now in order to do that operationalized bucket of things it becomes more repeatable for you to then build training process to each of those [30:43] desired steps or outcomes in the systematized delivery. And so that then the systemized systematized delivery then feeds into the operational [30:51] infrastructure in terms of onboarding hiring and training and talent selection on the way in. All right. And so when we do these two steps, then the next thing [30:58] is that you'll end up having to replace yourself in um some level of the operations at some point so that you can lead the company. So if you were trying [31:06] to win here, systematization of of delivery, selection of the avatar, being very clear about recruiting, hiring, onboarding, and training, and having [31:14] very good defined career paths for your talent so they want to stay with you and not go somewhere else because they're so hard to get. And so if you're in that [31:22] business, typically getting customers is not that hard. And so then we think, okay, if then we can just blow the back end out so we can have 10, 20, 30 new [31:30] amazing people who are getting activated uh per month on my delivery side, I can finally the goal that you want to have is that you want to have an amazing [31:38] reputation and actually get to the point in a service model where your demand is the constraint. Very rare but doable. [31:46] Now in this business, where do I reinvest my capital? Right? So I said this is very high cash flow. So number one is that this is a business that you [31:54] can live well throughout the entire time of doing the business, which is why I've always been a fan fan of service businesses. The the other business [32:01] models that exist here, two of them, um basically the founder almost never makes any money until a point of an exit. And let's be real, exits are far rare that [32:10] people try and make them out to. And so service businesses, you can kind of live your life and continue to scale your income as it goes up. Now, where do you [32:19] invest your cash? So you want to invest your cash in two core places. Number one is going to be talent, meaning you want better, smarter people who are coming [32:28] in. So the raw materials that are coming in, we want to increase the quality of those raw materials. Now we still have the training that we that we have, but if you're training a genius versus [32:35] training a dodo bird, training the genius is still going to work better. So we want higher base level people, higher horsepower, higher intelligence. If we look at the ultimate versions of some of [32:43] the the highest grossing service businesses out there, what do they all have? They have unbelievable talent machines and they attract the best and brightest, right? So, number one is that [32:52] you're going to be reinvesting money into the recruiting um side of the business so you can get the best talent. [32:57] The other side that you're going to be putting money into is going to be brand. [33:00] 33 minutes Right? Now, brand is going to benefit in both places. One, it's going to be it's going to allow you to charge premium prices over time and it's also going to allow you to attract premium level [33:08] talent because they want the association. They have their own personal brand. They want their association with your brand. Now the way [33:14] that I can see um how scaled up or how progressed an entrepreneur is in the service business [33:22] is actually with one metric which is what they charge. Now think about how interesting. So I'll explain why I think this is a very interesting like northstar metric. If you do a good job [33:31] at what you do then you should have a supply constraint in your business because more people want your services. If more people want your services and you're supply [33:39] constrained what happens? Well, if we're supply constrained and we have more demand than we have supply, what should we do? We should raise our prices. And as we raise our prices, we should [33:47] increase our gross margins. And as long as we have good training and we can maintain a reputation, what happens? [33:51] More customers come in, more demand, and then we can continue to raise our prices. And so, it should be a process of consistently being able to raise [33:59] price over time and go after better and better avatars, better and better ICPS, if you want to use that language. Um, ideal customer profile, I think that [34:06] stands for u basically the type of customer that you're going after, right? [34:09] and prospects. You want better and better people who can write stroke bigger and bigger checks. And the only way to do that is to typically have the track record having done this for years and continuing to level up. And you can [34:18] only do that if you're good because you have more demand than you have supply. [34:21] And that's the game that you ultimately want to be in. Now, is there a a world for a lowcost service provider? Yes, with one very important caveat. [34:32] You have to decide day one when you build this business that you're building it as the lowcost provider. And that doesn't mean, oh, people didn't want to buy this price. I'm going to go cheaper. [34:41] It means that day one, every every decision you've made, you've made with that north star, which is that we want to be as operationally efficient as [34:50] humanly possible. So, we're going to offshore all of our talent. We're going to have as much automation built into our business as humanly possible. And [34:57] our primary USP or selling proposition is going to be that we are the cheapest. [35:02] It is absolutely a game where you can make a lot of money, but you have to decide to be in that game day one. I have spent the vast [35:09] majority of my life on the premium side, which is where I would recommend most of you go because service businesses are inherently more difficult to scale [35:17] because you have to scale headcount. And so, if you're going to have 20 people that work for you, I'd rather be making [35:23] a million dollars per person than making less than that. I'll just say that. I'd rather make a million dollars per person [35:31] because then it'll be worth the headache that comes with the headcount. [35:35] So that's shape number two. Drum roll, please. That brings us to shape number three. So quick guess, what do you think [35:43] this is? This is an education, consulting, info media business. My credibility around information [35:51] businesses is that I happen to own a software platform that uh allows people to start information businesses called [35:58] school. Uh, and so I have access to quite literally millions of data points in terms of what makes this business [36:05] work and what doesn't. I've also been somebody who's consumed a lot from the alternative education world. Um, and done a lot of studying on like what [36:14] makes these businesses work because as somebody who is a continuous student of all games, especially the business game, I always want to see what makes what [36:22] separates the best from the rest. Nice nice little rhyme. Um, and as somebody who's an educator in general, uh, from a YouTube content perspective, like what are the different models that exist [36:30] here? Let's dive in. So, what is the shape? This shape scales faster than any [36:37] other of the four shapes. You can notice that it's almost a straight line up. And so, this business makes money quickly [36:45] and then it hits a hard stop or becomes very difficult uh to make it make more money from there. So, why is it shaped [36:53] this way? So, one of the most difficult parts about um information or education related businesses is that there's low [37:01] retention, right? If you do a good job educating someone, they graduate. Your high school isn't like, "Oh my god, I can't believe we didn't retain that kid there. The goal is not to retain them, [37:10] right? The goal is to actually graduate them." Now, what's the what's the continuity program for education? Well, you go four years of high school, you go four years of college, then you have a master's degree, then you have a PhD, [37:18] then you have a double PhD. So, they definitely have an ascension program, right? But the point ideally is that you provide more value uh than the cost of [37:26] the education and then as a result this person now has a skill that is more valuable in the workplace, right? That you know in in the competitive [37:34] environment. That's the point. So the reason that education can make so much money so quickly is that if you have a valuable skill and that that skill is [37:42] unique and difficult to acquire in the marketplace, then you can charge a a big amount of money for something that actually cost you very little. cost you [37:49] a lot of money and time to acquire the skill one time for you, but then you get to duplicate that skill through the [37:57] education over and over again through other people. And so, I'll just use simple math here. If I can teach someone a skill that takes them from $40,000 a [38:06] year to $100,000 a year, many people would pay lots of money to add $60,000 of income per year for the rest of their [38:14] life. That's an unbelievable valuable proposition. So would I I mean what would someone be willing to pay for that? A lot. The education industry at [38:22] large I think the last time I checked is like 10 trillion globally. It's a very big industry because if we think about [38:30] an economy at large there are only two things that drive GDP gross to best product the production of the economy education [38:38] and education and technology. And that's per capita right? So if if the per person what do you got? They can get more [38:47] skills and they can have more tools to use those skills. That's what drives GDP. And so it's a huge driver of the economy which is why education is such a [38:55] massive market. Now it's shaped this way for most businesses though because once someone graduates [39:03] they leave which means that you always have to fill up the business again. And if you're good at something you usually get this quick shot up because people know you're good at it. So you can [39:11] quickly charge a lot of money to a handful of people and actually deliver that value because people know you're good at that thing and then very quickly you make money but then you're like, "Oh [39:18] shoot, I graduated all those people." What do I do? I got to get more customers, right? And the other side of this that is kind of bad is that once I [39:28] teach someone really well how to do that thing, what stops them from selling the exact same thing that I just taught them? Almost nothing, right? And so [39:36] these are some of the this is why the shape is shaped this way because more entrance if you teach more people starts putting this downward pressure. So you've got downward pressure in that [39:45] people are exiting and you've got more competitors that are always entering the market because it's very easy to one create competition. Number two start an education business because it costs [39:53] almost nothing if you have the skill. So what's good about this because that sounded a little bit you know negative in terms of the shape. You're like why would I want to why would I want to stop [40:01] you know here right? Well the great thing is that there's fast initial cash. [40:05] There's very few businesses that can get you out of, you know, poverty uh as quick as this. There's there's I [40:13] would dare I say there's almost nothing that's as fast as this. And I'll tell you one thing that I've learned about humans over my many years in business is [40:20] that people love fast. All right? And it's also one of the easier ones. So fast and easy, very compelling value [40:27] proposition. Um and I'll give you the third value proposition. It's also cheap. So fast, easy, cheap to start. [40:34] Wow. very compelling. Now, when you have something that's fast, easy, and cheap to start, what what's the downside of that? Well, lots of competitors, it's [40:42] also fast, easy, and cheap for them to start. All right? And so, what sucks about this? It's difficult to scale typically past $1 to $3 million a year. [40:50] Now, I think a big part of that, this is pure rule of thumb, anecdotal observation for me. It's hard because most people don't have the promotional [40:57] skill to get beyond the first one to three million. And the more talented the individual is, the more difficult is it [41:06] is for them to scale um the delivery. So these businesses sometimes start to bleed into service businesses, right? [41:13] They have some sort of DIY, you know, do-it-yourself self self-led education thing. And then people are like, well, I'd like some teacher. I'd like some [41:22] help. And so then it starts to get a little bit of crossover into services. [41:25] And it starts to get some of the negative sides of services, which is, oh, now I got to train all these people to be as good as me at delivering this thing that's taken me 10 years to learn. [41:35] And so people take one of two paths. [41:36] They'll either say, well, I'm just not going to do that. I'm going to make it one to many forever. Which I do recommend for a lot of people. I think it's actually not a terrible idea. Um, [41:44] the other option they do is they say, oh, I'm going to get a bunch of coaches or teachers, right, uh, that I'm going to teach in a weekend how to do my thing, and then I'm just going to [41:53] outsource all the work to them. But if the thing that you have is so valuable that you charge so much money for it, if you could teach someone in a weekend to teach it, you're either not selling [42:02] something that's that valuable or you're lying about the fact that they're actually as good as you. And so the analogy that I have for this is imagine [42:10] I have the world's best uh milk. All right? The world's freshest milk. And let's assume that you have no dairy dairy issues. You're just a good oldfashioned, you know, Wisconsin boy. [42:19] All right? You can just drink your dairy. Now, let's say that I have 10 customers and I only have one glass of milk. So, I have two options. Option one [42:28] is I can do 10 shot glasses and I can pour the milk into those shot glasses. [42:32] Option two is I can have glasses of the same size that are all filled with water and I put a shot glass worth in each of them. So, I give you this much of a [42:41] shittier milk or I give you a much smaller amount of the same quality. [42:45] Which one would you rather have? In my opinion, most people would rather have a smaller amount of a good thing than a larger amount of a bad thing. To me, [42:53] this is what the vast majority of businesses choose to do by saying, "Oh, I'm going to hire this person. I'm going to train them for 5 hours and then I'm going to sell the services at the same [43:00] 43 minutes price that I sell for myself for this person." So, then they get this very diluted thing. Now, what happens here? Your reputation starts to take a hit. [43:08] And so, you you started getting word of mouth and that stops happening because you're not teaching as well, because they're not teaching as well, because they're not as good as you. On the other [43:16] hand, these businesses where the the main educator also learns some skills with promotion. Um those people because they just continue to dilute down [43:24] access, the rate of you diluting down access is almost always proportional with how good you are. And so if you have the best milk in the world, you can actually give that tiny shot, the [43:32] tiniest shot, and it's still good and better than one guy who's mediocre giving 100% of his attention. And so one of the interesting things about this [43:40] model um is that with technology technology has de democratized has made it even access um for people to get [43:50] educated and when you have democratized access you often will have consolidated um production meaning if you're the best [43:59] in the world you get to do it for everyone. [44:03] So what sucks? Easy to easy to easy to compete. So it's double-edged sword, right? Many competitors. You also create your competition when you educate them. [44:12] Retention is almost nothing. And growth relies on almost constant marketing. And uh and then you always have a little bit of reputational risk if you're not good [44:20] at ops, which is a totally different skill set than education. Um where you can actually scale the other components of the business. And so reputation can take a a hit. And that's why many [44:29] businesses can shoot up quickly and either they fizzle out and they become what I call offer hoppers. So they just come up with a new thing every year that $100M Offers: How To Make Offers So Good People Feel Stupid Saying No (Hardcover) acquisition.com [44:36] they're selling uh from an education perspective. That is a way to do it. I don't think it's the way of life that I would prefer to live but some people do that. Uh the alternative is that they [44:44] just kind of putter along at that same level and they just get new people in the old people leave and that's just what they do and it's very difficult for [44:52] them to scale scale. So what's the big problem that you have to solve if you have this business? [44:59] Number one, and this is the this is the nasty one, but it's the reality is that you have to find a way to create stickiness in a fundamentally unsticky [45:07] model. All right? Meaning, how do we create revenue retention in an education business? So I'm going to give you a couple of tactical strategies for this. [45:14] So number one is that you want to have some component of the business that's consumptionbased. All right? So if we look at if we were to teach someone a [45:21] core skill, right? There's going to be some components that need to be refreshed. If I teach you how to run ads, you're going to need something on a regular basis. What's that? Creative. [45:30] So, maybe I sell you a one-time price that's significantly more expensive on how to run ads and then my recurring price [45:37] for the the creative might be lower, right? Um, a different version of this is I'll teach you uh this education, but you probably want a community to be with [45:46] other people on. That's what school.com is about, right? Okay. And I'm a co-founder of that company, which is a different one of these models that I'll get to in a second. Well, it's the only one that's left, but maybe I maybe I'm [45:56] sh I'm sharing too much. Um, so people want community, but let's be real, community is less valuable than education is. And so where people get [46:04] into trouble is they say, "Oh, uh, I will charge $25,000 for this education, and that might be appropriate." And so then they make a payment plan where they [46:12] say, "You have to pay $2,000 a month or whatever to to to to pay for this education." Fine. But the first payment of that $2,000 so amazingly worth it [46:21] because they just got this $25,000 thing. They got this education upfront. [46:24] But the day before I know how to do math, knowing how to do math is unbelievably valuable. The day after I know how to do math, the value of a math [46:32] course is approximately zero. And so now I'm paying $2,000 a month for a community which is not as valuable as what a community is worth. And so when [46:41] you're looking at a product offering, especially within education, we have to think what components of this are consumed on a regular basis. communities consumed on a regular basis. If I taught [46:49] someone how to do 3D printing and I said, "Hey, these are the the hot items that are that are trending right now for 3D printing and I do that research and I deliver that list every single week." [46:57] That's consumable. We have to think about what are the elements of this and that's on a uh you know, if we're if we're if we're teaching someone how to do anything, right? Um elements of the [47:06] business that are consumable and then there's some elements of the business that are onetime. the appropriate billing structure is very high high price price to value for the onetime [47:13] thing that is inherently valuable but has no recurring and then make sure the recurring elements of the business are also appropriately priced which might be significantly lower and this is what [47:21] gave birth to the the little ism that I have which is big head long tail um and typically it also leans into psychological bias of hey I just paid a [47:29] lot of money for this thing why would I cancel this recurring subscription just to maintain my my skill set here now the two more elements that you can add in [47:37] terms of stickiness can um uh discount buying which is that if you have a lot of people who are buying paint brushes because you taught them [47:45] how to paint. If you say hey if you buy you know I have this collective buying power and so I will give you you will get discounts on your materials that are [47:53] half or in excess of my subscription price it's highly likely that people will be uh people will stick on your thing because it's very clear ROI for [48:01] them. They save more than they spend so they'll keep doing it. And so the other component that you can add in from a stickiness perspective is continued [48:08] education. So some of the most valuable companies in the education space are actually adult continued education. [48:14] Meaning, oh, I'm a nurse. I need to get these continued credits. I need to keep up uh with the up-to-date technology. [48:20] And think of news as the thing. So what's the news in the industry? What are the new techniques? What are the new tools uh that I can teach on a consistent basis so this person can stay [48:29] up to speed? And again, the amount that you have to pay to become a doctor versus the amount that you have to pay to stay a doctor significantly different. You might have to pay [48:37] $250,000 to become a doctor and $3,000 a year for your continued credits. All right? And so, make sure that the pricing is appropriate to the value that's being provided. All right? So, [48:45] that is the that is the problem um that you have to solve within that business. [48:50] And so, how do we actually win in the model? One is we split out the value to make sure that we're charging appropriately for the one-time thing versus the recurring thing. We add the [48:57] consumable components to the recurring elements of the business. Uh we want to use the cash engine that we get from the [49:05] one-time purchases to fund uh one acquisition and most importantly and this is the biggest one of all brand. [49:13] And you might notice this as a recurring theme here, but how can you defend against the low barrier entry [49:22] uh you creating your competition? How do you defend against that brand? And in all of these models, I think the one [49:29] that is the most impacted by it's tough to even say that because they're all impacted by brand. This one also is impacted by brand a lot. Um is is is [49:38] education, right? Why are people willing to pay to go and take calculus at Harvard versus calculus at CCBC and pay [49:46] $2,000 versus $200,000? Why are they willing to pay that difference? Because of the brand, right? That is why. And so [49:54] that brand association also becomes another value ad to the person because that brand actually approximates for a [50:01] decrease in risk an increase in likelihood that they will get the education that they ultimately want. [50:07] right now Harvard because it's you know becomes a stamp in and of itself which is a little bit different but that is the ultimate direction you want to go in is that when your brand is so good that [50:15] when people know that they have been educated by you that that actually confers value to them for whatever they're trying to do next so you might [50:23] have heard of konl which is a um uh cooking school right and if someone's like I'm a cordon blue chef then you're like oh well there there you go [50:32] cordonlue or whatever they say all right um if you if you uh are one of their chefs, then you're more likely to get a [50:40] job afterwards because they have a good reputation for for delivering good chefs. So what does that mean they get to do? They get to charge more for the education that they have because their [50:48] people are more successful, right? And so that is how you win in this model. [50:52] And if you're in a BTOC setting, so you sell a consumer skill or education, so you teach them how to cook, you teach them how to paint, you teach them how to skateboard, you teach them how to [51:00] 51 minutes whatever, right? In that business model, the best way to be successful is to be really good. [51:08] If you're really good at skateboarding, people want to know learn how to do ollies from you. Even if many people could do an ollie, they will want to [51:16] learn it from you. Because humans have this very interesting phenomena, something that I've I've thought a lot, which is that we have like this overkill [51:23] bias. So what does that mean? If I want to buy a jacket, I want to see that the jacket is still warm on Mount Everest [51:31] because I think, okay, if it's cold, if it's warm, if it's still warm on the top of Mount Everest, it'll probably keep me warm from my car to the door, right? And to the same degree, they do the same [51:40] thing within education. I I want to go to Tony Hawk, who's a skateboarder for those of you who are born under a rock. [51:47] Um, first 900. Shout out to Tony. Um, I want Tony Hawk to teach me how to do [51:54] an ollie. Now, how many skateboarders could probably teach you to do an ollie? [51:57] A ton. But if you're going to if you had your brothers, if you had your pick, who would you pick? The best guy. So, one of the best branding strategies that you [52:05] can have is real world proof, right? Why does why does the ACQ business content do I would say disproportionately better [52:12] than many other quote business educators? Well, one I think that I, you know, tried to do a good job on on the stuff, but I think the other just [52:21] reality of is it like, well, people didn't pay attention as much to my stuff until I had a $4,600 exit. And then all of a sudden, people like, oh, you know, stuff might be pretty good. And then people just paid more attention. You [52:29] could have the exact same education if you took everything that Warren Buffett has taught between every single public appearance and you turned it into a [52:36] course and you said how to invest for the long term. How many people would want to buy it? Probably not that many. [52:43] You could make it even better than Warren Buffett. all of his stuff. The only thing you forgot to do was build Berkshire Hathaway that did $89 [52:50] billion in profit last year. That's what you forgot to do starting at age seven and doing it for like a hundred years almost literally. All right. And so he [52:58] has the world real world proof. And so if you want to win in education, the best way to start is be better than everyone. [53:05] And if you're like, well, how easy for you to say? Yes, easy for me to say, hard for me to get here, right? And I'm not saying I'm better than everyone. I'm [53:12] just saying that as there are levels to the game and you will be you will be truncated you will be capped by how good [53:19] you are because that will have a direct correlation to the amount of brand association that you will be able to get the amount of credibility that you have. [53:28] So if you want to get if you want to have a bigger brand and you want to get into education, my my two cents is even [53:34] though it is easy, fast uh uh and and cheap to start, the real way to win is to take the much [53:42] longer time path of proving that you're very good or one of the best at the thing. And then when you do decide to start educating people, they will listen [53:51] to you immediately and they will not question why you're more expensive. They will not question uh whether or not you can do it. you will pay down all of the [53:59] biggest risks within this business. And you pay it down doing the one thing that the rest of your competition won't do, which is be patient and do the work. [54:06] Which brings us naturally to number four. [54:11] I wanted to make a crude comment about SAS and ass. Well, there you go. SAS and ass. Um uh so what is the shape of this [54:18] business and why is it this shape? So software starts the slowest because you have to put a lot of capital in. You have to put people together and you have [54:26] to have people code for extended periods of time. Not really sure if people actually even like the thing and if they do like the thing. How long does it take for it to actually do all the functions [54:34] that you have in your mind uh for it and so this takes you know for in the beginning you know not that long ago it took many years. Um and it still takes [54:42] time now even with the vibe coding world. I still real talk have yet to see a truly vibecoded from a toz business uh that is like a hundred million dollars a [54:50] year and I even you know we had a conversation with Amjod who's replet CEO one of the the key uh I think they're at [54:58] 150 million or something like ARR u in a very short time period we had a conversation um about uh people who use [55:06] Replet to vibe code software and interestingly I think he mentioned one or two examples and they have like lots [55:14] lots and lots and lots and lots of customers of like $1 million businesses, $2 million businesses that use the vibe coded software. And so I think that it [55:22] is getting better and better. Um, is it there yet? I think it has struggled to have the robustness of I'll just call it [55:30] manual or humanbased software, but I think that will get fixed in time and probably relatively quickly. But for right now, it still does take time and takes years uh to make a truly good [55:39] product that is also scalable. So sure, maybe you can sell it to a handful of people, but can it support a million users? Not currently. The vibe coding [55:47] wrong. But it's shaped this way because taking out vibe coding for a moment. [55:52] Once you do have product market fit, the way that Y Combinator describes this is that getting product market fit is like pushing a boulder up the hill. And once you have it, it's like chasing uh [56:01] getting chased by the boulder on the other way down, right? Is that you're chasing after this because you have so much more demand um than you can even handle. and like the wheels come flying [56:10] off. So it's shaped this way because it's hard to build a good product. [56:13] Engineering is especially good engineers incredibly expensive. You have to front that capital because you have no income, right? Think about this. The rest of [56:21] these businesses, you can get pretty close to bootstrapping SAS. The reason there is such a big venture capital industry is because it costs money, [56:29] millions of dollars to get the level of talent required to make great products um in engineering. And you have to front that for like a year, sometimes two [56:37] years before you even turn a dollar, right? And definitely not enough dollars to make it profitable. And so you have this very long, very unprofitable [56:44] runway. And so as a result of all the businesses I just described, the fewest number of businesses are here are in software and it's because the barriers [56:53] to entry are higher. Now vibe coding, things like that have made it easier. [56:56] More people are coding now. Some engineers can there's coding boot camps plus vibe coding where people can do components of their job with it. And so it's becoming more democratized. That [57:05] being said, it's still between the other three way fewer people here compared to the other ones. [57:12] But it is shaped this way because once you have product more fit, you can go to the sky because it is the most scalable of all four business models. Once you [57:19] have it, again, that's the hard part. So what's the great part about it? U infinite scale, incredibly high gross margins. Uh once you have it, if done well, if done well, very sticky revenue. [57:32] The vast majority of people who build software don't have sticky revenue, but if done well, can be incredibly sticky because it gets integrated into someone's workflow. Um and you can have [57:41] huge enterprise value long term. So why do software companies have such high valuations? Um one person can exit it [57:49] because somebody else can own the product and the customer can have the exact same experience. So there's almost no risk at point of sale if all the other metrics of the business are there. [57:57] Number one. Number two, the components that drive valuation are outside of that core component of software is going to [58:04] be gross margin and growth rate. So how much gross margin do we have and how quickly are we growing? Now the third element of this growth rate which almost [58:12] always happens at scale gets factored in is going to be revenue retention. So of course you can go from 0 to$10 million very quickly because you can just sell a lot of people something and you'll have high growth rate, high gross margins. [58:21] But if the customers are leaving, we have no stickiness. We have no we and this is where many people who come from this world in the information education [58:29] world or services world uh or even e-commerce world, they say, "Oh, this shouldn't be hard. I can have an infinite backend. I'll just cobble some [58:36] stuff together. I'll get an outsourced developer and we'll we'll go sell the thing." The problem is this business looks identical to this business, the [58:45] information business, until you have revenue retention. [58:50] Real So that becomes the priority in this business. And [58:59] I'm getting ahead of myself. So I'll tell you how to do that in a second. So let me tell you what sucks about this because I just told you, oh the infinite scale, lots of money, huge enterprise [59:06] value, lots of gross margins. Why does it suck? Very slow start. Founders often quit early, very high burn in terms of [59:15] cash before you start having money. And even when you do make money, you're still burning more than you're making because because of how software works because of its infinite scale, the vast [59:22] majority of people are not willing to pay a lot of money for it. So if you think about how much uh even enterprise software costs, it might cost a few [59:30] hundred,000 a year, but compared to the expenses that an enterprise actually spends on other costs, it's nothing, right? It feels high to the software [59:38] company, but it's nothing compared to how much the enterprise actually spends. [59:41] And on a consumer level, you know, the amount that you have to do to get $9 a month from a person speaking from experience is a lot, [laughter] right? [59:50] Think about think about Netflix, which is a combination of media and kind of software. They have to make the entire they have to entertain the world and [59:59] make worldclass, you know, shows. They have to make The Witcher. They have to make they have to make these unbelievable shows just so they can get [1:00:07] their $10 a month. and they go to 13 and people like, I'm leaving, right? [1:00:12] Outrageous. $13. Where are these what are these people talking about? Right? [1:00:16] And so people's willingness to pay because they know there's almost no incremental cost is very low, which means you have to have tremendous volume [1:00:25] to actually make real money. Now, the advantage is it can handle that volume, but it sure as hell is hard to get 100 [1:00:32] million customers, right? And so it can become very emotionally difficult uh for this long period of time where it basically never makes money. And so then [1:00:40] you have dependency on VCs or you have to just watch your bank account go down month after month after month uh in order to maintain as much equity as you [1:00:49] can so you don't dilute yourself to the point where finally it does succeed and you own 4% of the business and that there's more you know scar stories [1:00:57] behind that than than I can possibly tell you. So what's the problem that you have to solve? Number one is you have to survive their early years before product market fit. This is the biggest issue. [1:01:08] Um, and this is where marketers basically just can't do software. It's just like it's it's incredibly hard for them to do because they want to market. [1:01:15] They want to sell it. But in order for this thing to actually become big, you have to make sure that people want it and keep wanting it. They have to stick. [1:01:24] And so, not only do they have to buy, they have to keep using it. And so, that is the hardest part of doing it. I was listening to an interview by the Dropbox [1:01:32] uh founder and he was talking about how he used to pay people from Craigslist to come in and just use his product in front of him and he said the first time [1:01:39] they did it, five out of five people who used it didn't upload a file because they couldn't figure it out. And so that is the kind of just raw work you have to [1:01:47] keep doing and it's like maybe it takes them another three weeks or four weeks to get the next user flow uh going and then they have to get more people in front of them and then those people [1:01:55] still don't figure it out and you keep doing that until eventually like oh my god they uploaded a file and then from there we're like okay well now they didn't come back So then we have [1:02:03] to fix that loop and so there's many loops that have to get completely lubricated within the user experience of the business so they can actually deliver core value and you have to do [1:02:10] that as fast as humanly possible. And so within the software world, there's a great interview or a presentation that uh the head of growth uh at Facebook [1:02:17] said and he drew this line and he said people think growth looks like this. He said growth actually looks like this. [1:02:30] So what does he mean by that? [1:02:32] He means that users start, they get activated and then they never turn. That is what growth looks like. Because if you can retain a certain percentage of [1:02:40] customers forever, then it means all you do is you can just keep filling in the front end, but then that base level just keeps sticking and growing and growing [1:02:47] and growing. And that is how software companies become incredibly valuable. So the biggest problem you have to solve is number one making a product that people [1:02:56] want to buy and number two making sure that they keep buying it, they keep coming back, they keep spending money on it. That's the issue. And so on a [1:03:04] consumer side, if you're keeping over 60% um by the end of the year from logos perspective, ideally over 100% from a revenue perspective, that becomes an [1:03:12] incredibly valuable business. And so what do I mean the difference between I'm going to get a little bit softery, but logo turn versus revenue. Um so [1:03:20] revenue retention is if I have 10 customers that pay me $10 a month, that means that I'm making $100 a month. A [1:03:27] year later, am I still making $100 a month from those initial customers? Now, I might have lost a few of those customers, but if some of those other customers spend more money because we [1:03:36] build our software in such a way that we have the opportunity for them to spend more. If we have more than $100 from those original customers, we have 100% or greater revenue retention. That's the [1:03:45] game you want to be in. And that works the same for consumers as it does for uh software, sorry, for uh for enterprise sales, for B2B. So, all the way through. [1:03:54] Now, it tends to be easier to have stick on enterprise customers because they're willing to incur more costs. uh switching costs are higher for them [1:04:01] whereas consumers it's harder but there's a whole hell of a lot of them so how do you win in software or in SAS [1:04:09] number one you have to obsess over product quality and customer feedback you have to be absolutely customer obsessed so at school for example so we own a [1:04:18] software platform um we have 20 million users right so kind of you know kind of legit um pretty you know people think [1:04:27] it's people think it's a big deal um So in order to do that you have to be absolutely militant. And one of the interesting things about this is that [1:04:34] it's not that you listen to the customers that you give customers everything they want because the c customers will uh hang themselves with their own requests, right? And so if you [1:04:43] just keep feature adding, feature adding feature adding uh you end up building a Frankenstein that no one can make their way through, right? Right? And so you have to be incredibly diligent in terms [1:04:51] of what features we really think are going to be worth the the cost of the user experience that we're adding in [1:04:58] complexity. And so complexity is the antithesis of this of of elegance, right? And so when you add more stuff, [1:05:06] it almost always adds complexity unless you have exceptional product design. And that you can only do with just tons of loops of iteration of thinking time and intelligence um and feedback to make it. [1:05:18] It's kind of like sanding off the edges. [1:05:20] Um, and it's the tiny little details that make software work. So, two companies can have the same core problem that they're solving, but the level of [1:05:28] quality that they can approach it with is so much greater um with that. So, [1:05:36] next one is uh in terms of the the way you win in this. So, you have to retain the customers. Uh, the next one is you have to have some sort of viral component to the business. We want to [1:05:44] have a loop um to this so that when we bring one customer they bring 1.1 right they get an extra customer in the door for us because at the ultimate scale [1:05:52] especially with software that tends to be lower priced um it becomes very difficult to use paid ads as your primary way of acquiring customers uh [1:06:01] and so you you can absolutely use paid ads uh as a way to get customers but you need to have some viral loop that over time can continually compound down the [1:06:10] cost of acquisition and so like Facebook would have had to spend gazillions of dollars. They spent for sure a lot of money to acquire customers. But the key component that they knew is that if they [1:06:18] could spend to acquire one, they could get two more or whatever their viral coefficient was um to come afterwards. [1:06:24] So that takes that cost and then divides it by three because two other customers, but then those customers get two other customers and it continues to proliferate, right? Chat GBT was able to [1:06:31] get to a million users in a week because of virality, because of strong word of mouth. [1:06:37] The other way um that I would I would note is that software is a quality over quantity game when it comes to talent. [1:06:43] There absolutely are 10x and 100x extra to engineers. They also tend to cost 10 or 100x the price. And so you have to be willing to spend a huge amount of money [1:06:51] for way better talent. The difficulty is if you've never built software before to have the perspective from which to make the judgment on that talent. [1:07:00] 1 hour, 7 minutes And so this is where you becoming educated or you being very good in and of yourself or getting your a strong technical co-founder uh can be important [1:07:07] for having a good filter for who really has the chops to code and always building with the end in mind of like we need to build this thing with scalable code, good documentation from day one. [1:07:17] Um so that this thing can really rip once we have product market fit and our viral coefficient um figured out. And then the loops where we get return [1:07:26] loops, we get uh referral loops, we have you know upgrade loops, all the different loops that have get built into the user experience. We've removed all the friction from them. And I'll leave [1:07:33] you with one final thing from design which is the way you make an exceptional product [1:07:42] is that you cannot actually make something good. What you do is you find a good outcome that everybody wants. [1:07:50] That's the easy part. And that you remove all friction between where someone is and them getting that outcome. That is what good software does. And so if you think about all the [1:07:59] benefits that come with having a phone and you remove all the friction associated with that, you get an iPhone. [1:08:05] That's what Steve Jobs did so brilliantly. He looked at what everyone wants with a phone and said, "How can I make it so it's so easy that a child, [1:08:14] literally babies, people who don't speak English, can figure out how to use the device and get what they want out of it and they can do it immediately. [1:08:21] That is how good software is built. It's by the removal of friction. If you remove everything that sucks about getting what someone wants, by default, [1:08:29] you will have something good. So, the reason I wanted to go over these in so much depth is that every business has features and bugs like I I said earlier. [1:08:38] And one of the big mistakes that I'll see businesses do at different levels, and I'm talking not just like, you know, a million or 10 million, but I see $30 million, $50 million, $100 million [1:08:46] businesses um come and come with similar issues, which is their complaint will be a core feature of the business and they will say there's something wrong with my [1:08:54] business because I'm struggling with supply chain issues. I'm struggling with cash flow as we're scaling too quickly or I'm really supply constrained because [1:09:02] it's really hard to find good people or you know what, you know, getting customers is tough. like ad spend is is going up and it's costing me more to get [1:09:10] customers every single year and ads don't really work like they used to or you know it's really expensive to do this company and we're burning a ton of [1:09:17] money and we're just hoping we can make it to our next round but we're not keeping customers as long as we really need to. We're not hitting our revenue retention goals. Every one of these [1:09:25] business has features. All right, these are the core hairy problems that make these businesses these businesses. And so as soon as you can identify one [1:09:33] there's nothing wrong with your business. This is the core struggle that creates the model that you chose to get into. And so if you know that the flip [1:09:41] side is that the what's hard for you is hard for somebody else, which means that if you conquer that problem, you unlock [1:09:50] huge amounts of enterprise value. And so the way that I think about this when I'm approaching these problems is how much enterprise value will I unlock if all of [1:09:58] a sudden my service business I can get two people up to speed per month? Well, if I got two people up to speed per [1:10:05] month, I might add $10 million enterprise value or $50 million in enterprise value to my business. Okay. [1:10:11] Well, if that were the case, am I willing to dedicate $100,000 of resources, $500,000 of resources and time to solve that $50 [1:10:20] million problem? Hell yeah, I am. And so once once you can appropriately appreciate the value of the hairy [1:10:28] problem that you're trying to solve, you can then put the right resources towards solving it rather than constantly questioning yourself and thinking, "Oh, [1:10:36] there must be something wrong with my business." And I think just having that level of clarity of there's nothing wrong. This is the problem that I get to solve. This is what the marketplace will [1:10:44] literally pay me gobs of money to just figure out. And so by then saying, "Okay, this is my focal point." and just [1:10:52] shutting the rest out. You can then get really clear on, okay, if I have to solve this problem and I have to thoroughly solve it, not halfass, not [1:11:00] 1 hour, 11 minutes duct tape. This is core to the value creation of my business, that's where you win because then you [1:11:07] can put all that depth of effort into it and get exceptionally good at recruiting, training, um, and building amazing people. You can get [1:11:14] exceptionally good at cash flow management, supply chain management, and and logistics and building the brand around it. You can get exceptionally good at building the brand and getting [1:11:23] very clear on how to separate out what you charge for in terms of one-time and continuity and building in those components of stickiness so that someone [1:11:31] who gets educated still wants to stay with you. Or building the most worldclass cracked engineering team on the planet so that you can shorten the [1:11:39] amount of time that it takes you to find the product market fit and you build a scaleup infrastructure so that people actually love the product, they retain revenue and then this thing compounds [1:11:47] and takes off like a rocket. That's the core hairy problem that you have to solve. That's the 10x or 100x value that you as the entrepreneur, this is what we [1:11:55] get paid for. This is the game. And so if you haven't started a business and you're like, "Wow, all of these sound great and all of them sound hard." Well, [1:12:03] which one is right for you? It depends a little bit. And I almost wanted to make a quiz on this for like what's your personality type? Can you match the business to the personality type? I [1:12:12] think you kind of can. Um because some personalities are just like more willing to suffer for longer periods of time. [1:12:17] they're more, you know, uh, detail oriented and they're they're very particular. It's like, well, if I said, hey, I have an engineering person who [1:12:25] has some mix of creativity, disregards, uh, the opinions of other and is willing to suffer for long periods of time. Who [1:12:32] is that software founder? Right? If I said I've got somebody who's like really excited, super promotional, doesn't like [1:12:39] details, um, but just like loves promoting, what's a good business for that person? One of these, right? Good promoters do really well in e-commerce. [1:12:48] Good promoters do really well in education. Now again, you still have to have a good product like all businesses, but these tend to be more marketing [1:12:56] heavy. If I have somebody who's just exceptionally skilled at something and is a very good teacher, ironically, some of the best teachers at stuff can have [1:13:05] amazing service businesses. And if you're somebody who loves people, this is a business that you want to be in, right? Because you're going to always have people around you. If you love [1:13:13] building culture, if you love which I actually didn't talk about um but culture is going to be the internal brand of this business and because you have to get many people to behave in a [1:13:21] specific way. Brand is how you do that to customers. Culture is how you do that to your employees. And so if you can develop people and you love pouring into [1:13:31] people and you like leading people, notice people being the main word for all of this. The three other business models have far fewer people. There's [1:13:38] people for sure, but far fewer than a service business. service businesses, you got to love people in order to do them. And so that should give you a little bit of a mix of which one might [1:13:46] be right for you and what path you might be on. Here's the best part of all. I've owned all of them and I've done well in all of them. So, it's not to say that [1:13:55] one is better than the other. It's just that which one's right for you and which one's right for you right now. And the best part is life is long. You can change your mind later because you can get out of that business because the [1:14:03] reality is that if you've never started a business before, the likelihood the first business you start is the last business you own is almost zero. Bonus section. So what shape is acquisition.com if you're curious? [1:14:14] So acquisition.com it depends on the revenue line actually. So the books uh the books if we want to include that and [1:14:22] ACQAI um is kind of a blend of these right here because ACQAI is software um but the books and the bundle was an [1:14:31] education related product if you want to call it that. And so, uh, because I have marketed a lot and I have a lot of people that have made money using my [1:14:39] stuff, um, they've had good experiences with my free stuff. And so, they were like, well, if he has, uh, you know, the AI and I'm willing to donate books, uh, [1:14:47] to help Alex's mission, which is my my whole thing. Um, which is getting more books in the hands of entrepreneurs because books are what changed my life. [1:14:54] Um, then that was a combination of these two, which is why it was able to do a significant amount of revenue in like a weekend, right? Like how else could you [1:15:02] scale a business? Like there's uh you know people like we they went from zero to 100 million in ARR in X period of time. It's like well I went from zero to [1:15:08] 100 million in 60 hours, right? uh if you get if you can promote well enough and and you have a good a good offer and a good product and you have a good [1:15:16] history uh with an audience then the likelihood that they'll want to buy the next thing and this is where I think people go wrong is that the best marketers in the world find the best [1:15:24] products because they know like I feel confident that I can sell a lot of stuff but because I don't care about the first [1:15:31] sale I want to care about the 10th sale I want to make sure the thing that I deliver is exceptional so that my second sale is bigger than my first one right [1:15:38] if my first book sucked no one would have come to my like my my first book launch with leads. If the leads booket suck, no one would want to have come to the money models launch, right? If the $100M Leads: How To Get Strangers To Want To Buy Your Stuff (Hardcover) acquisition.com [1:15:46] products and the playbooks and money models book sucks, no one's going to come to the next one. But I feel pretty good based on how everything's going that people like that book, too. All right? Because I put so much time into [1:15:54] it and it's what I know and what I'm good at. Um, and so that's the that is the the media component of the business. [1:16:01] If you consider um uh media also kind of tends to fall in this a little bit of a blend between these two um of like you [1:16:09] have a scalable deliverable um and so it's combo of these two. Now uh [1:16:18] in terms of the advisory practice pure pure service the advisory practice is a pure service business. It's white collar [1:16:25] service. We have associates uh who basically we have analysts that come in and they have career paths that then leads them to be associates and there's [1:16:33] career paths within associates. So junior uh associate and then senior associate um and then from there they can become uh directors and so we have clear career paths for people and it [1:16:41] takes years for people to go through that uh to learn kind of an apprentice style model which is very akin to many professional service types businesses. [1:16:49] accounting, management, consulting, which is basically what we are. Um, uh, legal, many types of businesses have same similar style models, which is very [1:16:57] high, uh, education, uh, people. We have lots of Ivy League guys, uh, who work on the team, many people who have had exrepreneur experience or combinations [1:17:06] of both of those. Um, and so that is that's the game and that's the those are the two uh, kind of models that we have. [1:17:13] So we have HQAI, which is technically this. We had the um the media uh and books which is technically here. We have [1:17:20] the service um that's here. Uh I mean Leila did a you know she think she did a t-shirt drop or an apparel drop but [1:17:27] that's technically e-commerce. Um and so yeah I've I've owned all those but the contribution margin you know contribution for I won't even mention what you know the contribution for for [1:17:36] for the e-commerce stuff is is minimal uh compared to the other components of the business. But uh if you are curious that's what we do. And then um I'd say [1:17:42] the the larger question is what what kind of what kind of business is an investment firm, right? What kind of [1:17:50] business is that? Um I think that that type of business [1:17:57] is it's kind of a vehicle that contains businesses more than it's a business in [1:18:04] and of itself. Like an investment business doesn't actually make money unless the businesses that are contained within it make money. And so typically [1:18:13] because capital creates so much leverage, you can have very few people making a handful of very important decisions with large amounts of money [1:18:22] that can then create value in excess of the money that went in. Right? Um you know a.com from the portfolio perspective, we have an insurance [1:18:30] company. So, an insurance company, I would say, is more akin to this uh service business because you have account reps, they have to maintain [1:18:38] accounts. Um, and it's it tends to be a high headcount business because you have to get more and more agents in. Um, we own brickandmortar service which also [1:18:46] falls in this category. We have teeth whitening chain um with weiden. [1:18:50] Uh, and so that chain um we have a B2B um kind of uh operational consulting business um that I would say is a bit of [1:18:58] a blend between these two. I would say it's like tech enabled uh or media enabled, education enabled if you will, but we have really good revenue retention. So, it's a it has a little [1:19:06] bit more it skews more towards service um on that side. And so, we have different businesses inside of the portfolio um that you know continue to [1:19:14] grow. And yeah, so that's that's what we do. [1:19:20] And hopefully if you're a business owner, uh that helps you at least know a little bit more about the path that you're on. And if you are about to start on the business journey, first off, good [1:19:28] luck. It'll take longer than you think and it'll probably suck for way longer than you think it will. Um, and once you get in, you never get out.

===FILE=== rMf-JuikR-Q - Stop Hiring Roles. Start Building Workflows..txt
https://youtu.be/rMf-JuikR-Q
Stop Hiring Roles. Start Building Workflows.

[0:00] AI probably occupies half of my time [0:02] right now um in terms of like what I'm [0:04] thinking about within the business [0:11] and so [0:18] okay [0:20] so from a beliefs perspective right like [0:22] one of the big shifts that everybody [0:23] here has to make is shifting away from [0:26] thinking about rolesbased growth and [0:28] expansion towards It's workflow-based [0:30] automation. So, [0:34] imagine that you're you're like, I want [0:36] to hire [0:37] I want to hire an editor. All right, I'm [0:39] just making this up. I want to hire an [0:40] editor. This is how we used to think [0:43] about things. I need to hire an editor [0:44] so they can do XYZ. The way that we all [0:47] have to think about our businesses now [0:48] is that this editor really was going to [0:51] do [0:53] these four or five things, right? And [0:55] each of these things should exist [0:59] in a workflow. Like the reason that like [1:01] and this is the editor does this one and [1:03] they're doing this one in this workflow [1:06] and maybe they're doing these three in [1:07] this workflow. And so basically you have [1:10] to go more granular to the level of like [1:13] because every single business if you [1:14] really think about it can be connected [1:16] at the most intricate level of like this [1:18] action to this action to this action to [1:19] this action all the way through. Now it [1:21] might be 120 actions that go from [1:23] inbound lead to dirt, you know, turf, [1:26] whatever, right? And it's getting [1:28] granular. And this is the thinking that [1:30] most people won't do, which is why they [1:31] will lose and why I think a lot of [1:32] people are going to get [ __ ] But if [1:33] you have a little bit more horsepower [1:34] and have a little bit more time to think [1:36] about things, that's where instead of [1:38] saying, "I need to hire an editor," you [1:39] say, "I need an agent who just does [1:41] this, and I need an agent that just does [1:44] this, and an agent that just does this." [1:46] And so it's switching from um again [1:49] roles to workflows [1:52] and everything just has to be organized [1:53] in workflows. And so it's like a very [1:55] fun project is thinking like can you [1:57] actually draw your entire business in [1:59] one linear workflow because it does [2:01] happen and if you can't draw it how the [2:03] [ __ ] do you have a business right but it [2:05] really starts with like [2:09] like the business for us for example [2:10] starts with an idea. It sounds silly but [2:12] like it starts with an idea. So how does [2:14] an idea come to happen? Well, the what [2:17] is the workflow around an idea for us? [2:19] It would be like okay um I check our [2:23] school community and I look at what's [2:25] happening. Okay, that is a workflow [2:27] which is uh search you know search this [2:31] database which is school but it could be [2:33] you know trends.com or you know one of [2:36] 10.com whatever um where you look at [2:38] what things are outperforming in this [2:40] particular market and then it says okay [2:43] then it gives you this list of the [2:45] outperformers and then there's going to [2:47] be a match between this list and our [2:50] competency so it's like I have a list of [2:51] things that I like talking about these [2:53] are list of things that people want to [2:54] hear about This is the intersection [2:56] between those things. Great. What does [2:59] this look like in terms of uh uh [3:02] scripting, right? So, it's like, okay, [3:03] we're gonna have some sort of scripting [3:04] around this. So, I want uh templated [3:07] ideas. AI does this. So, it gives us um [3:09] okay, this is a sevenst step whatever [3:12] and it has each of the steps underneath [3:14] of it. And we like great now that the [3:15] scripting is done. We're going to go [3:17] into packaging. All right. What is gonna [3:20] be the headlines? We're gonna be the [3:21] thumbnails. [3:24] this is an AI workflow and then we're [3:26] going to get into production, right? And [3:28] so all of this is broken down just so [3:30] that we can get one thing to happen [3:31] which is a click, right? But every [3:33] single element of the business can be [3:35] broken down into the into its [3:36] constituent workflows. And so I think [3:38] the mistake that a lot of people are [3:39] making right now with AI is being like, [3:41] well AI can't do what a human can do. [3:42] Well, which is obviously [ __ ] but [3:44] like [3:46] you have to train it the way you train a [3:47] human. So saying like, well, I'm going [3:50] to bring this this human in and tell [3:51] them nothing and expect them to do a [3:53] good job is ridiculous. But we're [3:54] somehow we like believe that a machine [3:56] should be able to do that. But instead, [3:57] it's thinking, okay, this editor or [4:00] videographer, whatever it is, um, [4:03] actually does 16 actual activities and [4:07] each of those activities we have to take [4:09] one at a time and we can have an agent [4:11] that's trained on that thing. And so [4:13] like right now, I know Maddox is working [4:15] super hard with Julian on this, but like [4:17] we have so I do like my hormony [4:19] hotlines. And so I do a hotline and then [4:21] that then goes into um basically an AI [4:25] thing that does uh that breaks down the [4:27] the transcripts. That's like step one. [4:29] From the transcript, it then says, [4:30] "Okay, notice when there's different [4:32] speakers." All right, so it has to do [4:34] that two times. One is notice when it's [4:36] Alex versus the other person. So it's [4:38] abab. Imagine I'm A. But then it [4:41] eventually switches to AC ac [4:44] A because there's new person that I'm on [4:48] the phone with. So it's going to say [4:49] segment first between when it goes from [4:51] AB to AC. So great, now we have 10 [4:54] underneath clips. From there, uh it'll [4:56] run a separate script that's like look [4:58] because it's like what would an editor [4:59] do? The first thing it do is clip out [5:01] the individual portions. Okay, there's [5:02] 10 different conversations Alex had. [5:04] Okay, now that we have those 10 [5:05] conversations, look through this and try [5:07] to find the highest tension moment. And [5:09] so it'll read the words and say this is [5:10] the highest tension moment and be great. [5:12] Start [snorts] the clip with the highest [5:13] tension moment and then get into the [5:16] rest of the clip. What else do we want? [5:17] Remove all ums and a's. Great. Now from [5:20] there what are the um what data is [5:23] required in order to have the insight [5:25] that Alex delivers only these four [5:27] points. Great. Collapse the rest. Now [5:29] export final file of that. [5:32] That's the workflow. And so it's really [5:34] just building this on a consistent basis [5:36] and continuing to update that prompt [5:37] which is literally just like updating [5:38] the training for a human being of like [5:40] actually do this too just like you would [5:41] with an editor but doing that across [5:43] every function of the business. [5:46] So that is like that is the future. And [5:48] the nice thing is that with there's a [5:50] lot of businesses that like agencies for [5:53] example have been a notoriously shitty [5:55] business to run. Um, [5:59] but in the future I think they'll be [6:01] incredibly lucrative businesses for the [6:03] people who are really good with AI [6:04] because the demand for more customers is [6:08] infinite. And so there's like no one's [6:10] like, "Hey, what's product market fit [6:11] for an agency?" You don't have to ask. [6:13] People want customers. It's not hard to [6:14] like you don't need to ask for product [6:15] market fit. The issue is that the ops [6:19] around being good at getting customers [6:20] is significantly harder. But if you can [6:22] operationalize each of the flows, it [6:24] becomes much better. And this is why [6:26] like like I'm built for this movement [6:29] because it's all about being black and [6:31] white with observable behavior. And [6:32] that's like what I geek out on. And so [6:35] this is where vague language like [6:36] machines do not understand like vague [6:38] language. Also, neither do [ __ ] [6:40] humans. Um we just nod our heads because [6:42] we've been reinforced for doing so. But [6:43] this is where being very specific about [6:45] like, hey, I need you to be more [6:46] charismatic means nothing. We have to [6:48] say, I need you to raise your voice in [6:49] this way. I need you to talk faster. I [6:51] need you to raise your head when you're [6:52] speaking. I need you to nod when the [6:53] other person's talking. We have to break [6:54] it down to what someone would do. And [6:56] so, um, as though you were teaching a [6:58] toddler, you have to work the same way [6:59] with the machine, but the machine never [7:00] forgets. [7:02] Hopefully that answered the question. [7:04] It does. [7:04] Okay. [7:06] But yeah, this is what I'm thinking a [7:07] lot about. [7:08] Yeah. [7:10] So, it starts with the clear process map [7:12] or workflow map of every action in the [7:14] business. [7:15] Exactly. And I would I would start like [7:17] start with the big ideas first. So, it's [7:19] like, okay, I do I I I have an idea and [7:22] then I make a script and then I uh I [7:25] shoot it and then I, you know, then we [7:27] we export the clip and then we edit it [7:29] and then we post it. Okay, that's the [7:30] that's the big picture. But now, [7:33] underneath of each of those, there's [7:34] probably six or seven things that [7:36] actually happen in order to post it. [7:39] It's like, so I actually go to this [7:40] page, I look at the schedule of what [7:42] was, you know, last posted. I add three [7:44] hours to it. I like you just have to [7:46] like one word turns into six six actions [7:50] and it's just continuing down until [7:51] there's you can't reduce it anymore and [7:53] then that's what you automate. [7:56] Do you have a special AI implementation [7:57] team to build? [7:58] Oh yeah, we have a full dev team. Yeah. [8:00] Yeah. [8:03] Yeah. So I think I think many of you [8:05] especially those of you who are online [8:08] an amazing high leverage hire is just an [8:10] AI like an AI automation person. um they [8:14] will not lack for work to do. Like they [8:15] can just sit next to teams and just [8:17] watch what they're doing and then just [8:18] say like I can automate that, I can [8:20] automate that. I can automate that. [8:24] Is that something that we should do [8:25] right now? [8:27] Yeah. [8:28] Yeah. If you have the cash flow for it. [8:36] Depends on how good they are. I think [8:38] though, as Lindsay Lohan said best, the [8:40] limit does not exist. So, like there [8:43] there's a there's a there's a price tag [8:45] for every level of skill you want. But [8:47] even just somebody who I would just [8:48] consider like a hacker, and I say hacker [8:50] like loosely, like somebody just duct [8:52] tapes tools together, it's probably like [8:54] 150 grand a year. [8:58] And in terms of prioritizing for us, [8:59] would you focus on the delivery side [9:02] first? [9:02] I think that you getting um [9:06] the elements that we walked through [9:08] specifically around the expectation [9:09] setting. number one. Um [9:12] I think CAC expectations number two and [9:15] then the controllables around brand like [9:17] the brand controllables I think that [9:19] should be largely automated. Um because [9:22] it is automatable. It's literally [9:23] pattern detection which is like machines [9:25] do it better than humans do anyways. And [9:27] so what what humans do shitty at is [9:29] giving the pattern to recognize. And so [9:32] that's like in terms of like what skill [9:34] will you need to be get good at is when [9:36] someone says well this is off brandand [9:37] be like what the [ __ ] does that mean? [9:39] like tell me indescribables so that [9:41] otherwise how am I if you can't tell me [9:43] how am I gonna know [9:44] so it has to be in black and white [9:46] language [9:50] yeah I think for like home services and [9:53] brick and mortar a lot of um basically [9:56] all administrative work should just not [9:58] really be a thing like you know [10:00] invoicing matching billables like back [10:03] office for sure is like that's already [10:06] there like that's like now Um, [10:09] receivables, that's like now, like you [10:12] don't need to, there's nothing there. [10:13] Lead nurture, that's now. Like you don't [10:17] like a lot of that stuff's already [10:18] already kind of done. The advantage that [10:21] um you all have for in person is that [10:23] like I don't know how horses will [10:24] respond to robots. So, you probably have [10:27] a little bit of you probably have a [10:28] little bit of security, you know, like [10:30] otherwise you're getting, you know, mule [10:31] kicks into the into the side of the [10:33] stall. Um uh I think that from a [10:38] landscaping perspective there will be [10:41] kind of like once Optimus comes out and [10:42] you can teach it how to like mow lawns [10:44] and [ __ ] like that'll be a thing for [10:45] sure. [10:46] Um [10:50] yeah I mean it can do it. Um, there'll [10:52] also be I think like job specific ones, [10:54] but most likely I think the biggest [10:56] proliferation is going to be around [10:57] generalized humanoid robots because the [10:59] world is already built for us. And so as [11:01] much as it's like, you know, I'm sure [11:02] you've seen like the like the Zumba of [11:05] lawn careers. I'm sure you've seen those [11:06] things where it's like you drop them [11:08] around, but like I haven't seen anyone [11:10] really take off with that. At least I [11:12] haven't seen it. And I think it's just [11:13] because like there's too many unique [11:15] scenarios. It costs too much. Like the [11:17] cost doesn't make sense yet. Maybe in [11:19] three or four generations it'll be [11:20] there. But in the meantime, the skeleton [11:23] key for the world is just the way the [11:24] human body works. Door handles, [11:26] everything's already built for that. So [11:28] it's like, as silly as it sounds, it's [11:29] like the world's already, we already [11:30] built the world for ourselves. If [11:32] there's a robot that can fit underneath [11:34] the door, we could make a special [11:35] purpose robot that does that. But it's [11:36] like, you'd have to do that in every [11:37] door in every building. Or you just [11:40] build a [ __ ] human robot, which is [11:41] what everyone's doing. [11:44] Yeah. I think I think you're fine for [11:45] the short term. The the stuff that you [11:47] should be focusing on from an automation [11:48] perspective is going to be back office. [11:51] Yeah. And there's and the thing is it's [11:52] great at that. It's [ __ ] awesome at [11:54] it and you should totally use it for [11:55] that. [12:00] How about you AJ? [12:02] Would that be something like using [12:09] right now? Voice is almost there. This [12:11] is supposed to be the year of voice. Um [12:13] it's close. It's not. There's a lot of [12:17] tools out there. I won't make any [12:18] recommendations because like they change [12:20] all the time. Um I would say voice is [12:22] very close. Text is there. [12:25] Yeah, I [snorts] was thinking about like [12:27] hours having like [12:34] I went to a gym that was local here. [12:37] It's a it's like a very exclusive like [12:39] whatever. I think it's like 10 grand a [12:40] year or something like that and it has [12:41] like 400 members and that's the deal. [12:44] Um, pretty interesting model. But I went [12:47] to the site and it was just a chat [12:48] interface. It just said like, "What do [12:50] you want to know?" And so I was like, [12:51] "Hours." And it was like, "Here's the [12:52] hours." I was like, "What else do you [12:53] want to know?" And I was like, [12:54] "Membership prices." And it was like, [12:56] "Here's the membership prices. What else [12:57] do you want to know?" I was like, "I [13:00] mean it should have asked me for my [13:01] information, but it's not per it was not [13:04] well trained enough." [laughter] [13:05] Um, but like I was like, "This is pretty [13:07] slick. [13:11] Like why navigate when it just has the [13:13] answers? [13:16] Not to get very odd for you guys, but in [13:17] the next, I would say 12 to 24 months, a [13:19] lot of like the UX is going to [13:21] disappear. Like, we're not going to be [13:23] clicking things like the mouse. Like, [13:26] what brought computers into mainstream [13:28] was a mouse. [13:30] Like, that was the big innovation was [13:32] having a mouse, you could point and [13:32] click and then all of a sudden people [13:33] were like, "Oh, I just want that thing." [13:34] It's like click. And it worked. And so [13:37] nothing's really kind of happened in the [13:39] computation world besides speed and [13:40] power and all that stuff, but it's all [13:41] been um more of the same. The next phase [13:45] shift is that UX disappears, which is [13:47] that you just have an agent that you [13:49] just talk to, right? And you say, "Hey, [13:51] you know, what did we do in cash flow [13:52] last month?" And you just text it or you [13:54] say it and it just answers. And like the [13:57] world of CRM is going to like this is [13:58] this is the next 12 to 24. [14:00] Yeah. [14:02] Yeah. [14:03] Don't you think that we are very into it [14:04] but 99% of people are still [14:06] Yeah. Oh yeah. I mean there are legal [14:08] firms that use fax machines now. [14:10] And so there's this idea that like oh my [14:12] god the whole world it's like no just [14:13] like always humans plus technology will [14:16] beat humans with inferior technology. [14:18] And so if you learn how to use the tech [14:20] you'll do better. But there will be [14:21] people who still have law firms and use [14:23] fax machines that will make money. [14:25] That's just there will be people who [14:26] don't use fax machines that will make [14:28] more money. [14:32] So, I'm not like an AI alarmist. I think [14:33] it's going to take a while. But, um, I [14:36] do think there's I won't even get into [14:38] that, so I'll just stop. [14:40] We just get too much of a future no one [14:41] knows anything

===FILE=== rd_urnkST6g - Why You’re Not Winning You’re Distracted.txt
https://youtu.be/rd_urnkST6g
Why You’re Not Winning: You’re Distracted

[0:00] I sell dreams and I built an ecosystem [0:02] to make it happen essentially. [0:03] What does that mean? [laughter] [0:04] Let's get into it. I started off [0:06] flipping homes. [0:07] Okay, thank you. [0:08] And then uh [0:10] Okay. [0:10] I started off flipping homes and it got [0:12] to a point where [0:13] that's a hope and opportunity. [0:14] Hey, it works. [cough] [0:17] I flip houses. Got to a certain point. [0:19] We got about 30 40 consecutively every [0:21] year in the same market. Revenue is [0:22] about four mil. [0:23] Okay. [0:24] Adjusting that line itself. But it got [0:26] to a point there's too much competition. [0:27] had a hard time being profitable per [0:29] flip. [0:30] So then develop a model where we [0:32] convert competition to collaboration. [0:34] Start a contracting company instead of [0:36] buying the product becoming the product [0:38] and then starting a coaching channel [0:40] where I feed this ecosystem vertically [0:42] integrated HVAC company, roofing [0:44] company, uh dumpster company, [0:46] contracting, the whole nine yards. So [0:48] teaching people how to do it and I'm [0:49] giving them the process and how to do [0:51] it. All that is different revenue drips [0:52] for me. Uh what's stopping me? I got too [0:56] busy too fast and uh owner operator for [0:59] a long time up until about three months [1:00] ago. Hired a COO now transitioning a lot [1:03] of the operation stuff onto her. Really? [1:06] I don't know what the [ __ ] I'm doing [1:07] because like I'm trying to transition [1:08] myself out. I don't know how to run a [1:10] COO. [1:10] Why are you trying to transition out of [1:12] the role or out of the company? [1:14] A little bit of both. So out of the role [1:16] because to be honest, I don't really [1:19] care about the revenue uh growth factor. [1:22] I care more about the impact. So, a [1:24] promise I made myself is I want to [1:26] impact at least five like uh 1 million [1:27] lives before I die. So, how do I do [1:29] that? I'm not going to be doing it [1:30] flipping homes at a small scale. But, I [1:32] built a company that's so based in [1:34] locality that I'm trapped within it [1:36] because it's so local. My team is there, [1:38] my resources, my companies. The coaching [1:41] program only makes sense because it's [1:44] local. But because my market size, [1:46] there's only so many people I can get [1:47] consecutively every time unless I keep [1:49] dropping prices. The opposite of [1:50] increasing price. [1:51] So, what does that mean? I have to go to [1:53] a national stage is how to how do I take [1:55] this coaching at a massive scale and [1:58] that's where I'm stuck at because I'm [1:59] too busy in the operations and that's [2:01] where Amy came in as a COO to kind of [2:03] help me get out of it and focus on the [2:06] next phase of you know the origin story. [2:10] [snorts] [2:10] So you're not trying to get out of the [2:12] business, you're just trying to expand [2:14] the business from local to national. [2:16] Exactly. [2:17] Okay. I want to make sure I understand [2:19] this well. So, I'm guessing you run some [2:21] sort of local workshops, you sell people [2:23] on you helping them find homes that they [2:26] can flip, and then you have local [2:28] contractors, etc. that you own. [2:31] I literally give them my entire team [2:33] that I use to flip my own homes [2:35] and I give it to them at discounted [2:36] pricing. [2:37] So, essentially creating a community. [2:38] It's each class goes on, the community [2:40] gets bigger, we exchange deals within [2:42] it. So, everyone benefits. They get [2:44] access to my pricing from Lowe's that [2:46] they don't get anywhere else because of [2:47] my volume pricing. Mhm. [2:48] Same thing goes for my subcontractors [2:50] and the crews that I do own and manage [2:52] on payroll. So, they get the benefits of [2:55] all of that. Um, for the sake of price [2:58] and they get the education of exactly [3:00] how I do it, kind of like what you're [3:02] doing, but at a much smaller scale, [3:03] very different than what I'm doing. Um, [3:08] okay. So, [3:10] you have [3:12] contractors. [3:14] So, do you own these contractors or not? [3:16] I do. [3:16] Okay. Okay. So, you own the electrician [3:18] and you own the HVAC and all the other [3:20] [ __ ] Okay. [3:21] It was cheaper to integrate them as [3:22] opposed to paying a GC or general [3:24] contracting fee. So, I kind of just [3:26] Okay. Um, what's So, revenue is four [3:30] roughly about 4 million right now, [3:32] including everything. [3:35] No, not the HVAC company, roofing [3:36] company is fairly new. I don't know [3:37] those numbers yet, [3:38] but they're roughly about 200k each. [3:42] And you feel like you've ran out of your [3:44] local market? Not yet, but [3:47] right now I'm doing uh every three [3:48] months. So I'm not [3:49] What market are you in? What's that? [3:51] What market? [3:51] Uh Favville, North Carolina. [3:53] Where in North Carolina? [3:54] Fadeville. Fort Bragg. [3:55] Fadeville. [3:56] Fadeville. Yeah. [3:57] Oh, Fetville. Or you would say it [3:59] correctly. Okay. Got it. Okay. I've read [4:01] it, not heard it. Yeah. Keep going. [4:02] Yeah. Yeah. Okay. [4:03] It's about an hour from Raleigh. [4:04] Okay. [4:05] That's like the next big [4:06] heard of that one. Yeah. Um Okay. [4:09] Gosh, so much. Um, hence my point. [4:13] So, you have like seven businesses. [4:17] I lost count. [4:18] Yeah. [4:18] Yeah. They're all kind of They all feed [4:20] off of each other in some way. [4:22] Yeah. It's a platform. [4:24] Um, God, man. Uh, [4:29] I know. The only reason I did it is [4:30] because like you say you increase [4:32] pricing. I can't increase pricing on a [4:34] home that's based on that's regulated by [4:35] appraisals, right? There's a there's a [4:37] cap there. Uh, that's what makes my [4:39] little market a little different than [4:42] sell. So, are you selling the houses? [4:46] I was and I still am. I still am, but [4:49] I'm focusing more. [4:50] Did you get the realtor license to make [4:51] sure you don't pay the percentage? [4:53] What's that? [4:53] I'm kidding. [4:55] Wouldn't leave money on the table. Yeah. [4:57] Yeah. Okay. [4:58] Um, damn, dude. [5:01] What did you guys say? Oh, man. Okay. [5:05] Um, dude, this is a lot, man. Uh [5:13] you like [5:17] it's stressful. Um I'm stressed. I feel [5:19] stressed for you. [5:22] So [5:24] Jesus. Uh I'm like I don't even like [5:26] where do you go from here? I mean I you [5:30] probably are demand constrained within [5:32] your existing local market because $4 [5:33] million for the type of business and the [5:35] average ticket that I'm guessing you [5:36] charge for this. What are you charging [5:37] right now? [5:38] which started off the first class as a [5:39] guinea pig for like 10k. Nearly not [5:42] enough. Like the value that we're [5:43] getting is just stupid. [5:44] Yeah. [5:45] And I was essentially training my own [5:46] competition. Hence why I did the whole [5:48] vertical integration thing to maximize [5:50] on that to compensate for [5:51] to use all these words. And it's like, [5:53] dude, you're doing four million bucks a [5:54] year. Like [5:56] like it's like there so there's so much. [5:58] You know what I mean? Cuz like you'd [6:00] need to sell 400 people at 10K and you'd [6:01] make $4 million and do none of this [6:03] [ __ ] [6:03] Um or you could sell 100 people at 40K, [6:05] which is two people a week. It's a 15K [6:08] right now and it's getting filled every [6:09] time without any like paid marketing. So [6:11] like the word of mouth is pretty strong. [6:12] The proof is strong enough. So [6:14] you have no paid marketing. [6:16] Not for the coaching program. No, I do [6:17] like little seminars every 3 months. [6:19] And how do you fill those? [6:20] Uh just they know it's just I don't know [6:24] how else to say it. Like you become like [6:26] the industry guy, the small little town. [6:28] It's like big fish, small pond kind of [6:30] scenario. [6:31] Yeah. Um jeez, what's the what's the [6:34] population of Fagetville? [snorts] [6:37] Uh roughly around 300,000. It's [6:39] transient because of Fort Bragg, one of [6:41] the largest army installations. So, it's [6:43] kind of going, but [6:44] yeah, [6:44] it's about 3 to 400,000. But Raleigh, [6:47] it's about an hour and a half. [6:48] I'm trying to pull from that market much [6:50] larger demographic. [6:51] Yeah. But [6:52] I mean, you haven't capped the three to [6:54] 400,000 people in your market to be very [6:56] clear. [6:57] No, I haven't. [6:58] Right. And so you're selling how many [7:00] units a month [7:02] in homes [7:04] or whatever. [7:04] Yeah, I don't even know. Of [laughter] [7:07] of the thing of the thing [7:09] for the coaching program. I got about 10 [7:11] students right now every three months. [7:13] Okay. So dude, like I I I appreciate the [7:16] national scale vision. I think you could [7:20] probably get to given the ticket size [7:22] and how you can monetize the customer in [7:25] all these hundreds of ways. Like the the [7:27] reason you would do that setup is so [7:29] that you could dominate a local market. [7:31] You're not dominating a local market [7:33] right now. You're barely getting [7:34] started. And so you could probably [7:35] realistically get between Fagville um [7:39] and Raleigh, you could probably get to [7:41] 100 million a year [7:43] just alone. [7:44] Yeah. And I think if you just take your [7:45] eyes off of like I want to conquer the [7:47] entire world, it's like maybe. But like [7:50] in order to conquer the world, you have [7:51] to conquer a country first, right? And [7:53] before you conquer a country, you got to [7:54] conquer a city. And right now you [7:55] haven't conquered a city. And so what [7:56] happens is when armies overexpand they [8:00] collapse. And so you need to fortify [8:01] your base better because 10 dude 10 a 10 [8:03] a month is nothing. [8:05] So what do you recommend? Do I try to [8:06] automate what I have? [8:07] I think [8:09] or do I just put myself more into it and [8:11] double? [8:12] Yeah. I think you should just ignore the [8:13] national thing. [8:14] Yeah. [8:15] And [8:17] let me just ask the simple question. Can [8:18] you could you sell 20 people a week [8:21] right now? Not like let me say it [8:24] differently. Can you handle 20 people a [8:26] week? [8:28] We will be soon. Now that the co has [8:30] kind of taken [8:30] So you could have an 8x increase in [8:33] sales within your current [8:34] infrastructure. So that would take you [8:36] from 4 to 32. [8:40] That solves a revenue problem, not the [8:42] impact problem. [snorts] [8:46] Do you make content? [8:49] I don't have time. Hence why. Yeah, if [8:51] you couldn't tell. Yeah. But that's [8:53] where I'm slacking the most. [8:55] So, [8:55] yeah, it's the content. [8:57] Um, [8:59] it would be far easier for you to just [9:02] make content about the stuff you're [9:03] doing and impact millions of people that [9:05] way. [9:06] Yeah. [9:07] Than [9:08] every single person in America to be a [9:10] home flipper. [9:11] And that's not achievable anyway. [9:12] I agree. [9:13] It's more about the financial education, [9:15] like selling the the dream of like you [9:17] could be something more than just what [9:18] you think you are and where you came [9:19] from. And you can make content about [9:21] that and you can distribute it for free [9:22] with leverage. It's a beautiful thing. [9:24] And so like you can be legit because you [9:27] have a legitimate business and then you [9:29] can talk about it and help all these [9:32] other people and then you just keep [9:33] growing this thing. [9:35] Okay. So double down locally. [9:37] Yeah. Yeah. You already have all the [9:38] like you went through whatever the hell [9:40] you did to go through and build all that [9:42] stuff. It's like you just built it and [9:43] you're like, you know what? I'm going to [9:44] leave it now and I'm going to do another [9:45] thing. It's like no. like I'm glad you [9:47] brought the COO in, but it's probably so [9:49] that she can do some of the stuff you're [9:51] doing now so you can do the stuff you [9:52] know you should be doing, but you're [9:52] not. And so like you want to do the [9:54] impact, you see you don't have time. You [9:55] have the COO go make some content. It's [9:56] not going to take that long anyways. And [9:58] that way you can scratch her impact [9:59] itch. And then for everything else, it's [10:01] like you need to learn how to run paid [10:02] ads and sell [ __ ] because like you for [10:04] sure can sell 20, 50, 100 people a week [10:06] in a local market, no problem for the [10:08] offer that you have. [10:09] Should I increase pricing to make it [10:12] better or should I keep it where it's at [10:13] given that it does feed my other [10:15] channels? like a face value is 15K, but [10:17] the lifetime value of that student for [10:19] as long as they stay in my market [10:21] because they're going to be flipping [10:21] multiple homes in one year. [10:23] Sure. What's LTV? [10:25] The what? [10:25] What's LTV right now? [10:27] Uh, [10:28] it's fairly new. So, I'll have a better [10:31] idea in about a year when I have a full [10:33] cohort going through it. But right now, [10:36] one student 15K. I let's say they do one [10:39] flip. [10:39] I make about another 5 to 10K on the [10:42] contracting. I make about a K in the [10:44] dumpsters. Uh, what else? The HVAC maybe [10:46] make 3K. [10:48] Um, [10:49] what else? [10:50] Dude, I'm exhausted listening to this [10:51] business. Um, [10:53] yeah, [10:54] but [10:55] multiply that across maybe 10 flips [10:57] they'll do in a year if they're a good [10:58] student. [10:58] Yeah. [10:59] The first year the stragglers maybe [11:00] they'll do like [11:01] you probably have a better time just [11:02] like charging 100 grand and saying [11:04] you'll do that stuff for free or at [11:05] cost. [11:08] Yeah. [11:10] Um, but yeah, I mean, can you raise [11:12] prices? It's just like, can you sell and [11:14] can you like Yes, you could. Typically, [11:17] an offer like this is 100 grand. [11:19] Yeah. [11:19] So, usually they have a done with you [11:20] style offer that's between 15 and 25 and [11:23] then there's a uh total turnkey offer [11:25] which is $100,000. [11:27] No one in my market can afford that. [11:29] That's the problem. [11:29] That is just not true. [11:31] If I I'll no one in your market that has [11:34] heard of you through word of mouth of [11:35] you emanating your presence into the the [11:37] the workshops that you run once a [11:39] quarter or whatever have can afford it. [11:42] If you run ads, yes. It's just that like [11:44] how many people show up to your thing? [11:46] The venue holds 55 is packed out every [11:49] time. [11:50] Yeah. 50. So you have 55 people a month [11:52] that come in the doors [11:53] every three months. Yeah. [11:54] Every three months. Right, dude. So it's [11:57] like the way this looks in reality is [11:59] you'll bring a 100 people in the room [12:01] and you'll do three of those in a day [12:04] and you'll pitch and you'll close 10 15 [12:07] you'll close three or five at the you [12:09] know like the 100k and you'll close a [12:11] handful at the you know call it 15 to [12:13] 25k and that's that's the business. So [12:17] you're like you're you're like you see [12:19] 200 people a year and you're like my [12:21] market can't afford it. It's like well [12:22] those 200 can't. It's like look at [12:24] 2,000. I'm sure there are some. Let me [12:26] give you a stat. 9% of people in America [12:29] have a million dollars in terms of their [12:31] net worth. So if you include the ass [12:33] like value of their home, like 9% it's [12:36] significantly higher than you think it [12:37] is. They just look older. [12:41] Real. [12:41] Okay. What do you think about a tiered [12:43] structure? [12:44] Uh what? [12:46] Like instead of just having one program [12:48] like have different pathways, different [12:50] Yeah. You could have it done with you [12:51] and you could do the turnkey thing which [12:53] is much higher. Yeah. Okay. All right. [12:56] Thank you, [12:56] dude. That was insane. [12:59] It's constant. [laughter] [13:01] Thank you. [13:03] Thank you. [13:05] [applause] [13:06] If you're a business owner and you are [13:08] not growing as fast as you'd like, I'd [13:10] like to give you a free gift. So my team [13:12] and I put together the $100 million [13:14] scaling roadmap, which is basically 200 [13:16] hours of us looking over all the [13:17] portfolio companies we've had and what [13:19] stages of growth they went through and [13:21] more importantly where they got stuck [13:22] and how they got past it. And so we [13:24] broke it in these 10 stages and we made [13:26] this little kind of quiz thing where if [13:28] you put in your business information, [13:29] it'll tell you where you're at and the [13:31] most important part for you, what to do [13:32] for each of the functions of the [13:33] business across product, marketing, [13:34] sales, customer success, recruiting, IT, [13:37] human resources, and finance. And so no [13:39] matter what you're struggling with, [13:40] someone else has already struggled with [13:42] it and solved it. And so I'd like to [13:44] give you this thing absolutely free. You [13:45] can go to acquisition.com/roadmap, [13:47] plug in your business information, and [13:49] if you want us to actually help you [13:51] deconrain the business and you're trying [13:52] to scale, we'd love to help you out on [13:54] the thank you page. You can just book a [13:55] call with my team and we will look at [13:58] the business, see if we can help, and if [14:00] we can, we'll invite you out to Vegas [14:01] and we'll do this in person live.

===FILE=== sJIOruqscvs - Why You Shouldn’t Switch to English Content.txt
https://youtu.be/sJIOruqscvs
Why You Shouldn’t Switch to English Content

[0:00] So uh happy to be here. We are at the [0:02] point where it's time to make strategic [0:04] decision on which language to start uh [0:05] on the big content machine uh on native [0:08] or English. Currently all the clients [0:09] comes from native language and referrals [0:11] niches online detox program supplement [0:12] recommendations. Ah [0:15] tough tough um [0:20] tough [0:25] I [0:27] let me let me think. Let me let me zoom [0:29] out for a second. Let's play it out. If [0:32] you're already doing well in your [0:33] existing language, that's by far the [0:34] lowest risk move to do is just do more [0:36] of what you're already doing that's [0:37] working. All right. Now, if we're [0:39] looking at uh you know, market size and [0:42] ability to pay and things like that, [0:44] obviously, English speaking countries, [0:45] you know, you can you can make more [0:46] money because people have more [0:47] discretionary income. Here's the thing, [0:49] though. You're then going to compete [0:51] against all the native English speakers [0:53] who are competing in the same same [0:55] space. And so taken to the natural [0:57] extreme, I think the question that I'm [0:58] asking myself is [1:00] how many people who are speaking their [1:02] second language are number one in a [1:04] field. [1:07] I'm just thinking for myself like if I [1:08] was in your shoes like that's probably [1:10] the thinking process I would do is like [1:11] who here? Now if you're like if you were [1:13] like I'm purely bilingual like I speak [1:15] both perfectly then I would say then [1:18] yeah speak in the language that has the [1:19] the highest opportunity. But if it's [1:21] like your second language and you're not [1:23] that good at it, I would rather you [1:25] honestly just crush your own market. The [1:28] thing is is like just being real this [1:31] year, by the end of this year, the AI [1:33] translation stuff that's going to come [1:34] out is going to be wild. And so I would [1:38] just encourage you to build where you [1:40] think you have the low like the lowest [1:41] risk of it not working. Uh, so basically [1:44] build where you already are building and [1:46] I would wait until the translation [1:48] capabilities are exceptional and then [1:49] you'll be able to go global like [1:50] everybody else. But you'll also compete [1:53] with the other the the Russians and the [1:54] Brazilians and the Chinese who are are [1:57] also very good uh in their native [1:59] language. But it's going to be a winner [2:01] or take all world and it's going to get [2:02] really weird and so who knows? But [2:03] that's that's how I would probably go [2:04] for for next next

===FILE=== sJckXfyCgxU - Why Your Content Gets No Views After 4 Years.txt
https://youtu.be/sJckXfyCgxU
Why Your Content Gets No Views After 4 Years

[0:00] Let's do it. [0:00] All right. So, I sell Yeah. sell tax [0:02] strategy and tax filings to people [0:04] overpaying in taxes. Uh currently make 4 [0:06] million now. Would maybe like to exit [0:08] for 100 mil. [0:10] And what's stopping me is not having [0:11] like a massive brand. So, people don't [0:13] really know us when they think tax. We [0:15] want to be first of mind. [0:16] Um we make videos but barely getting [0:18] views. But brand will unlock us, you [0:21] know, hit that premium and have demand [0:22] gen. [0:23] And you know, if we can't build brand, [0:25] um business is over. uh AI will start [0:26] taking our lunches and you know people [0:29] um won't be willing to pay for a premium [0:31] relationship you know but ultimately no [0:32] one will know care about our business [0:34] and we will not be able to hit our [0:35] revenue goals so just you know how do we [0:37] build a brand been making videos for [0:39] four years on all social platforms for [0:41] you know posting five times a week and [0:43] still can't get views [0:44] okay so I'm going to rewind a second how [0:47] you getting customers right now [0:50] um word of mouth referrals um from our [0:52] existing clients that's our biggest one [0:54] and then some trickle in from Facebook [0:56] groups and then we also have we run some [0:58] paid ads um but not really haven't done [1:01] really well in that in that space. [1:02] Are you supply constrained right now? [1:04] Like can you handle more customers? [1:06] Yeah, we can handle more customers. [1:08] Okay, got it. What's the pricing model [1:09] and who's the avatar? [1:11] Pricing model is 3,000 bucks. Come in, [1:14] get the tax savings strategy. So, it's a [1:16] full money back guarantee if we don't [1:17] find 3K for you. [1:18] And then after that, you get enrolled [1:20] into the membership. You can apply that [1:22] 3K as a credit over the next 12 months. [1:24] And then the membership, it's where you [1:26] do your filing, the accounting, the, you [1:28] know, bookkeeping, couple calls, the [1:30] whole enchilado. Uh, that's it ranges [1:32] from complexity anywhere from 300 to [1:34] 3,000 bucks every four weeks. On [1:36] average, though, it's like 500 bucks [1:37] every four weeks. And then we sell to a [1:40] triangle of people. It's business [1:42] owners, real estate investors, and high [1:44] W2. I'm in San Francisco, so a lot of [1:46] high W2 folks. Yeah. So, anyone that [1:48] just has that feeling where usually [1:49] we're their next stop after their [1:52] Turboax or they're down the street or [1:53] mom a mom and dad's accountant that [1:55] doesn't do any tax strategy, we're [1:56] usually their first stop for tax [1:58] strategy. [1:59] Got it. Got it. Okay. Um All right. So, [2:13] why do you think the content hasn't [2:15] worked? [2:18] not that interesting of a guy. Um maybe [2:20] the value isn't there. Um so like we've [2:23] gone from like the education side of [2:25] like hey here's all the tax strategies [2:26] you can do. Come talk about the strategy [2:28] itself. [2:28] Um I know my personal belief talk with [2:30] my wife and stuff is like I think tax is [2:32] just a very dry industry. Maybe no one [2:34] no one cares cuz people barely file [2:36] their taxes now. Like we run into people [2:38] who don't file their taxes even. So [2:40] yeah. Um might be just a dry ass [2:42] industry. Yeah. [2:43] I I I would reject that. Um, [2:45] yeah. [2:46] So, I think, uh, if you look at, um, [2:50] Erica taught me, she has a, have you, do [2:53] you know who she is? She's got like, [2:54] she's a lawyer. She does [2:55] Oh, yeah. Yeah. Uh-huh. Yeah. Yeah. [2:57] I mean, I think legal is more boring [2:59] than taxes. And she's got like five and [3:02] a half million followers on just like [3:03] Instagram. [3:05] Mhm. [3:05] So, I don't think tax is boring. I think [3:08] you might make tax boring. And I say [3:10] that not in a harsh way. Um, [3:11] Oh, yeah. [3:12] Also, I probably do. [3:13] Yeah. I'd also look at um Viven 2. She [3:17] does uh some financial stuff that I [3:20] think is more like tactically personal [3:23] financey. [3:25] I think there's also like you look at [3:26] Dave Ramsey obviously he's personal [3:28] finance as well but in a different kind [3:30] of flavor more on the savings side. But [3:32] I think absolutely if you did like live [3:34] like hey well I got two things you can [3:36] do right now like you demonstrating the [3:38] expertise. [3:39] I mean, look at what I'm doing, right? [3:42] Business advice could be, you know, [3:44] perceived as boring. So, it's like I [3:46] mean, at the end of the day, people like [3:48] making money and people like saving [3:49] money. And so, I don't, in some ways, if [3:51] you think it's tax, then it's boring. If [3:53] it's like, let me let me show you how I [3:55] saved this guy $100,000 in his pocket in [3:58] 20 minutes, that is far more [4:00] interesting. [4:03] Mhm. [4:03] And so, I think demonstration of [4:05] expertise in a world of AI is super [4:07] super important. um and it will be [4:09] something that AI will not be able to [4:10] fake. So I would say do that as a [4:13] content strategy demonstrating [4:15] demonstrating the expertise. In terms of [4:17] your um where are you where are you [4:20] posting right now? [4:22] Um Instagram, Tik Tok, Facebook. [4:24] Facebook's been getting some traction [4:25] lately. Actually, [4:27] Facebook has the most users out of any [4:28] social media platform. Yeah, totally. [4:30] Yeah. [4:30] Also buyers on Facebook, dude. Like [4:34] like the older demographics there and [4:36] guess what? They have the money. Uh, so [4:39] I think you should totally double down [4:40] on Facebook. It's it's actually like [4:42] people are not using it enough. Like we [4:43] we grow disproportionately quickly on [4:45] Facebook as well. Um, okay. So the [4:49] content you're making, you were making [4:50] tax stuff. You shifted to making [4:52] something else. What is that? [4:54] Oh, no. It's all tax stuff, too. We've [4:56] just been making more tax. [4:57] What's the process? [4:59] You just say like here's a tax like [5:00] here's a tax code you didn't know about. [5:03] Um, usually like Yeah. Here's a tax like [5:06] strategy. Paying your kids, Augusta [5:08] roll. [5:09] Go real stories, man. [5:11] Uh-huh. [5:11] You have how many clients you got? [5:14] Uh, near 800. [5:16] Okay. So, imagine as part of the value [5:18] ad that you have, [5:19] you also do a personal call with them [5:21] like what I'm doing right now. [5:23] And then you and then you do the fastest [5:25] diagnosis of their business and you cut [5:27] it down and you start clipping it. So [5:29] now it's a value ad and it's marketing [5:32] because you just it's not interesting [5:34] because it's a hypothetical. So what [5:36] makes content interesting is stakes, [5:38] right? You have to have stakes. Yes. [5:40] Yeah. [5:41] And so [5:42] there's ways of making stakes which is [5:43] the artificial way which is like you [5:45] just create a hook. A hook creates [5:46] artificial stakes which is curiosity. [5:48] What if I basically I wasted my time if [5:50] I don't hear the rest of this. That's [5:51] the stake with a good hook. Right now, [5:54] if we want to create real stakes, it's [5:56] like uh you know, if someone starts a [5:57] call and says um I'm on the edge of a [5:59] cliff, I'm about to jump off. Um and if [6:02] people actually believe that the stakes [6:04] on the call are life or death, right? [6:05] And so you will get watch time. Now, of [6:07] course, you want to do this ethically [6:08] and whatnot, but I use it as an example. [6:10] And so for you, you need to are you [6:13] studying anyone in the space that you [6:14] like admire that you think is doing a [6:17] good job? [6:20] Not not studying game tape. Yeah. Yeah, [6:22] dude. Like look at what the people who [6:24] are in. Like I just gave you two, but [6:26] like you should have like a list of 10 [6:29] who are doing better than you. Look at [6:32] the hooks that they're using and then [6:33] say, "Okay, can I use this hook and then [6:35] solve it a different way?" So my I don't [6:37] I'm not a big believer in copying [6:38] people's content. I think it's a bad [6:39] idea. But if you want to use a hook, I [6:41] think that's whatever. If you had, you [6:42] know, you want to reuse five or 10 words [6:44] and then you have a very different [6:45] delivery on that hook, I'm all for that. [6:47] And so I think a combination of studying [6:49] the people who are in the space, [6:51] modeling the structure because you have [6:52] to hook retain reward is the is [6:53] literally how content works, right? I'm [6:56] going to bet that your hooks aren't that [6:57] good and that the content itself is [6:59] generic rather than specific. And so [7:02] people like think about how silly I use [7:05] this example a lot, but I think it [7:06] drives it home. Like Dave Ramsey [7:08] literally tells people three hours a [7:10] day, 5 days a week for 40 years, [7:13] spend less than you make. That's the [7:15] content. I could make an argument that [7:16] that is drier than tax, right? But when [7:21] you get into the story of it and it's [7:22] like, oh, my husband's cheating on me [7:24] and he did this thing now it's like [7:25] Phil, you know, it's there's drama [7:27] there, right? So, you can use the [7:29] stories because at the end of the day, [7:30] you're just going to give him a couple [7:31] of pieces of advice and you're like, [7:32] well, shoot, there's only so many tax [7:33] codes. It's like, dude, he literally [7:34] tells people to spend less. Like, it [7:37] could the the the advice couldn't be [7:38] simpler. [7:40] But it's the situation, it's the context [7:42] that makes it interesting. And the [7:44] stakes is what did you spend last year? [7:45] And imagine the one where it's like I [7:47] have a $500,000 tax bill and I don't [7:49] have the cash [7:51] stakes. And I bet you have you had that [7:53] situation come happen. [7:56] Oh, yeah. Uh-huh. [7:57] Right. You have amazingly high stakes in [7:59] this business and you're just not using [8:00] it. [8:02] Oh, okay. So, using clients, confirm [8:06] it's cool with them, chop it up, mix it [8:08] up in terms of demonstration of [8:10] expertise. [8:10] Yeah. Is that just like a like a like a [8:13] show? [8:13] No, no. Like I'm saying, demonstrate [8:15] your expertise. I'm demonstrating my [8:17] expertise right now. [8:18] Mhm. [8:19] Right. You do what I'm doing. [8:22] Show you helping someone save money on [8:24] taxes. [8:26] Oh, okay. [8:27] And then use a medium through through [8:28] through a client. [8:29] Yeah. [8:30] Are you do you have any you have because [8:32] you're local, right? [8:34] Um Oh, when you buy me that [8:36] as in like you have in person business. [8:37] You said San Francisco, so a lot of [8:39] people, you're in the Bay Area, so it's [8:40] fully remote, actually. Yeah. [8:41] Okay. Well, worst case, if they're all [8:43] If they're all geographically located, [8:44] you can invite them in to do some stuff. [8:47] Oh, okay. Okay. So, do it IRL. Don't do [8:49] a Zoom call type. [8:50] Yeah. I think IRL will work a lot [8:51] better. [8:52] Oh, okay. [8:53] If you have that ability, which you do, [8:55] do it. You know what I mean? [8:57] Got Oh, okay. That's a key part. [8:59] Yeah. I'm like, [9:00] okay, [9:01] Dave Ramsey's remote, so I'm not I don't [9:02] want you to get this belief that it [9:03] doesn't work the other way, but I'm [9:04] like, if it's your first shot, you'll [9:06] have better you'll have it'll be easier [9:07] to get it to work in person than it will [9:09] be remote. [9:11] Oh, okay. Yeah. [9:13] So, [9:14] let me give you the TLDDR on this. You [9:16] need to build in to your delivery model [9:19] a mechanism that on a monthly basis you [9:22] are going to talk to 20 to 50 clients [9:25] and you're going to talk to them in [9:26] person or remote and you're going to [9:29] record that so you can add them give [9:30] them more value and you're going to [9:33] structure the call in a way so that you [9:35] can start with the stakes that they're [9:36] going through their last year's bill [9:38] versus this year's bill or maybe how [9:40] they started and what they're you know [9:41] the bill that's upcoming and how we're [9:43] going to try and pay it down whatever it [9:44] is. And then you're going to go through [9:45] one to three tactics. They're going to [9:47] help them. That's it. And you do that [9:49] over and over and over again. [9:52] Gold. Okay. Nice. Oh, that's solid [9:55] there. And then fill down. And then are [9:57] they in that clip or no? [9:59] Yeah. Of course. Get the kids. [10:01] Yeah. [10:01] Okay. Okay. Get this just get consent. [10:03] Yeah. And you can also just blur out the [10:05] like this is where this is where a phone [10:07] works well because you don't see the [10:09] faces. It's John from whatever. Like no [10:10] one knows, right? So you could just do [10:12] face and they could do all the [10:13] financials. If you if you have no face [10:15] and it's just John, who knows, right? [10:17] So, you can do it that way or if they're [10:18] in person, you can blur out the face. [10:20] Either way works, man. [10:22] Okay. And then generally our meetings [10:24] right now are about an hour. Like, would [10:26] it be that long or no? [10:27] No. I mean, our meeting right now is 10 [10:28] minutes and we're about to end. [10:30] All right. So, just Okay. Quick things. [10:32] Yeah, dude. It's just like you're you're [10:34] you're good at this stuff. You're doing [10:35] four million bucks a year, right? So, [10:36] you don't suck at it. [10:37] So, just just give them one or two [10:39] things that you can that that they can [10:40] that they can take away. And also, you [10:42] can just consider calling. Like, you [10:44] have followers, right? [10:45] Even though you've been posting for a [10:46] while, DM some of your followers. [10:48] Just say, "Hey, want to do a free free [10:50] tax, no pitch. [10:52] I'm just doing it for content. [10:54] Your lucky day." [10:56] Nice. Uh-huh. [10:57] Cool. [10:59] Dude, so solid, man. Thank you so much. [11:01] Appreciate you, dude. [11:02] All right. Take care. [11:03] Rock and roll. If you're a business [11:05] owner and you are not growing as fast as [11:07] you'd like, I'd like to give you a free [11:08] gift. So my team and I put together the [11:11] $100 million scaling roadmap, which is [11:13] basically 200 hours of us looking over [11:15] all the portfolio companies we've had [11:16] and what stages of growth they went [11:18] through and more importantly where they [11:20] got stuck and how they got past it. And [11:22] so we broke it into these 10 stages and [11:24] we made this little kind of quiz thing [11:25] where if you put in your business [11:26] information, it'll tell you where you're [11:28] at and the most important part for you, [11:30] what to do for each of the business [11:32] across product, marketing, sales, [11:33] customer success, recruiting, IT, human [11:35] resources, and finance. And so no matter [11:37] what you're struggling with, someone [11:39] else has already struggled with it and [11:41] solved it. And so I'd like to give you [11:42] this thing absolutely free. You can go [11:43] to acquisition.com/roadmap, [11:45] plug in your business information, and [11:47] if you want us to actually help you [11:49] deconrain the business and you're trying [11:51] to scale, we'd love to help you out on [11:52] the thank you page. You can just book a [11:53] call with my team and we will look at [11:56] the business, see if we can help. And if [11:58] we can, we'll invite you out to Vegas [11:59] and we'll do this in person live.

===FILE=== sPtx8Rm78Mo - The Real Risk Isn’t AI - It’s Refusing to Adopt It.txt
https://youtu.be/sPtx8Rm78Mo
The Real Risk Isn’t AI - It’s Refusing to Adopt It

[0:00] But Open Claw and Clawbot are just kind of blowing up everywhere right now. What do you think about it so far? And what do you think will be the biggest impact on business owners? [0:09] I think it'll separate the business owners who decide to be more tech enabled than the ones who aren't. Um, you'll realize that anything that you can do on a computer, it can do. [0:18] Obviously, there's some safety concerns in terms of giving, you know, an autonomous robot access to whatever you want. Um, and there's been tons of case studies of people like going wrong. But [0:26] I think by and large you you often risk more by not adopting new technology than fearing the potential downside that a small percentage of people experienced. [0:37] Do you have any experiences you've had with business owners where they needed to adapt to technology to advance and they just chose not to and attempt to [0:45] business? So the only time you need to adopt technology is if every other person in your space has the technology and you [0:53] don't and as a result can price differently than you and so they price you out of the market so that you can no longer do business. That's rarely the case. There's welders right now that [1:01] only do fax machines. Like there's a piece of gym equipment that I got from a guy who literally responds to Instagram DMs and he he texted me a picture of his [1:08] checking account to get a wire. So like you can absolutely make money with significantly less technology. It's just that you're less efficient than the [1:15] people who do. And at the highest levels of the game, it's going to be where it's the most competitive. But you can still make money because the tale, the long tail of of people adopting technology is [1:24] very slow. Like AOL just stopped this year. [1:29] How much money can you make without adapting to technology? [1:32] You can still make tons of money. It's just that you probably won't make as much as you would if you adapt to technology. I mean, what is technology? [1:38] It just gives you more for what you put in. So if you do something and you do it really efficiently without technology, you just do it more efficiently with technology. But you can still beat people who are not as good as you without technology. [1:48] That makes sense. [1:49] We've been talking about But if you're competing against somebody who's as good as you and they have technology and you don't, they will win. [1:56] What are some of the things that annoy you the most about AI? [2:01] Um I hate two things about AI. One is that I think it is making people dumber because they are choosing not to think [2:09] and they are letting AI make their decisions, but then they have no context into why decisions were made to begin with because they weren't the ones who did the thinking. The second is that I [2:17] hate that so much of the world has almost immediately become AI slop. Like every caption on Instagram, uh I mean thank you messages that I get from [2:25] people, people leaving testimonials, like it's just AI slop. And the biggest thing you can detect with it is force negation and staccato sentences. meaning [2:34] it's not this or this or this but that or it's not because this it's because it's because this is this is this is so [2:42] they'll do this repetition of sentence structure and it gets really really annoying and so most times you can take a paragraph of that and just turn it into a sentence of like what the [ __ ] [2:50] are you trying to say and then just say that. [2:53] You mentioned it a little bit in this shoot but what kinds of businesses do you think are going to succeed because AI is so prevalent and people get tired [3:02] of it? I think the businesses that will have disproportionate returns are ones that are very opsh. So a marketing agency for example that heavily [3:10] introduces AI there will never be a lack of businesses that want new customers. [3:15] The difficulty with scaling that particular type of business is the operational drag and the headcount and the coordination of people. And so if you can have something that has amazing product market fit which is get more [3:23] customers for somebody. There's lots of demand there. um but do it in a way that allows you to scale the ops so that you have increasing margins and you have [3:31] less complexity that becomes incredibly valuable business. So people heavy ops heavy businesses that are largely digital those are businesses that will that will benefit the most. [3:40] What are some things that you think haven't been popular like kind of this you talk about live streaming for example like as AI as fake becomes more [3:49] prevalent real becomes more popular. Can you speak on that a little bit? [3:55] At least in choices of content, choices to do brick and mortar, choices to do community. [4:10] I think AI scratches a human itch but doesn't fully satisfy. And so instead of having real relationships, we have porn. [4:18] Instead of having real friendships, we have social media. And so it's these these diet coke versions of what we actually want. And so I think there's a [4:28] going to be a barbell experience of everything is truly fake. And on the other side, people want super real. So there's tons of gen alphas and jenzers [4:35] who are like switching back to flip phones because they're like they want to disconnect to this. There's people who are like want like the demand for ranches and moving out in the middle of nowhere has gone up. And so I think [4:44] there's a percentage of people that are rejecting it or rejecting for a portion of their lives. And there are people leaning into it. And I think reality will probably be a blend of these two extremes. I think the middle is where businesses will suffer. [4:53] Like you have to know which which which game you're playing. [4:58] Question what you were saying about a mile wide and inch deep. Sorry. Go ahead. [5:06] On the topic of people can ask the question again. So people [5:16] not adore fear or more complacency I think it's I think it's complacency [5:23] that they use the like the the reason is complacency the excuse is fear [5:30] so people are being lazy but they use the legitimate reason of being afraid that it could do something to their business. What if it deletes all my emails? What if it deletes all my customer records? It's like sure, but [5:39] like are there would you want to take the next step of trying to figure out how to isolate it and give it clear guard or else to make sure or decrease the likelihood that it happens? Yeah, [5:46] probably. But people don't do that because it's much easier to just be like, "Well, I heard it's not safe." And you're like, "Okay, [5:54] yeah." Pivoting a little bit into like kind of business mindset or kind of people that can support a business. What kind of [6:02] person should not start business if any? [6:19] I think business self- selects for people who should start and own them. So I think many people want to have a business and the ones who do not have [6:28] them should not have them because if they should have them, they would have them. You learn the things that you have to do to build a business and if you do them, you build a business. [6:37] What's one of the skills that you had to learn? Believing that you have to be born with it is just a way to excuse [6:44] yourself from trying. Real quick, if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and [6:52] I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of [7:00] 7 minutes growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in [7:08] your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human [7:17] resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. free. You [7:26] can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying [7:33] to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look into the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live. [7:44] What's one of the skills you had to learn or a way you had to change in order to support your company as a group? Well, I'll just start at the beginning. [7:52] I had to be willing to have people who disagreed with my choice, including my colleagues, my friends, and my family. [7:58] And so, most people cannot get past one, two, or three of those. And so, they just stay stuck. [8:05] So, I mean, the first thing you have to do is be willing to be disagreed with. [8:10] And I think you also need to be willing to look cringe because you will be cringe because you've never done it before. And so, it is a prerequisite of doing something new that you will suck. [8:20] And so many people are afraid of sucking and as a result they continue to lose because they never try. [8:26] A lot of ambitious people often ask is it it's um [8:38] losers stay losers because they are afraid of losing so they never try. [8:45] Fear of failure. Fear of starting. Yeah. What was it? Next one. [8:51] A lot of ambitious people say that they have trouble making friends. [8:55] If you are doing exceptional things, is it inevitably hard to become friends with people? [9:01] [sighs] [9:02] I think that your frame uh I think you're [9:11] as you achieve rarer things you will have less overlap with people who have not achieved those things. And if the [9:19] vast majority of your time is spent achieving those rarer things you'll have a smaller selection of people who share that experience. That doesn't mean that [9:26] you can't talk about football or talk about family or talk about relationship because many people have all of those things. Um, but if you want to be [9:34] friends with people who like the things that you like, then you naturally are going to have a smaller subgroup. [9:41] How did you choose the people that you keep in your circle? [9:44] I just always think, does this person help me become the person I want to become? Do they get me closer or further? If they get me closer, then I want them closer to me. If they get me further, I want them further from me. [9:55] And I don't think that's I don't think that's binary. I think that that happens naturally over time. [10:03] Talking about the people in your circle, what is your favorite thing about your life? [10:08] I think Leila has more fight in her than most people I've ever met. And so like she will just keep going. And so she [10:16] will like she will fail, she will get knocked down, she will have pain, she will suffer, and then she will just continue to try again. And so she just doesn't have a lot of give up in her. [10:27] And I have a tremendous amount of respect for that. [10:33] Patience, empathy, poise. [10:46] I'd say those are probably the three big ones that if I had to pinpoint are like probably the three areas that she had that I have grown the [10:54] most of as a result of being married to her. Like I am more patient now than I was. I'm more empathetic than I used to be. I'm more poised. Um, you know, I [11:03] would say like high emotive situations than I used to be. What do you think? [11:14] Teeth. [11:16] When I met Ila, she just wanted to like save the world. Um, and so it's yin and yang. It's like you need [11:24] both. It's like you need you need you need somebody who's gonna like you need good cop and you need bad cop. It's the Indian gang. And so I think like the the [11:33] beauty is in the middle and I think it's it's a dichotomy to me to it's a d I think it's a dichotomy to be managed not a problem to be solved. I don't think [11:41] anyone's perfectly in the middle and I also think perfectly in the middle is not really a thing because different sides of you need to come out at different times. And so I think that [11:50] she's probably had more aggression as a result of being with me. Um I think she's become more direct as a result of [11:58] being with me. Um I think that she's been able to draw [12:06] boundaries better because she's been with me. [12:11] So like selfless selfishness like if there's nothing left for me to give then I will be able to give less and so I [12:19] have to draw these lines so that I can net give more over a longer period of time versus get overused and overgive in the short period. [12:29] I actually think we both learned that from each other. We both were like overgivers in the beginning and just got like taken advantage of a lot. So we both kind of like I think we both kind [12:36] of protect each other from it. Like he's trying to take advantage of you or whatever. He's he's overstaying his welcome. This guy's trying to kind of he's got an angle and we both kind of [12:45] see it. And Ila has a phenomenal judge of character. She's in our in our 10 years she has never been wrong about anyone which is wild. [12:55] I've been wrong about plenty of people. Mhm. [13:02] How do you feel? [13:09] I think it's being okay with delay and non-response. So if I and also distancing like I had a conversation um [13:16] two days ago with somebody that I see as a friend, but because of some um behaviors that they found permissible like within their presence, I was like, [13:24] "Hey man, I just want to let you know like I'm still homies with you." I was like, "But I can't have this around me." So I was like, "So I'm just making you aware. We're cool, but like you can't sit at my table anymore." And so it's [13:33] just like like but like it's I've done that so many times now that it's not It doesn't even feel personal. And I think [13:40] that I've been able to deliver that news like I've just gotten better and better at saying it. And so it's like to be clear, I'm not blaming you. You can make whatever choice you want. I'm good with [13:48] it. It's just that like these are my lines and this is no longer acceptable to me. But if it's acceptable acceptable [13:55] to you, [ __ ] by all means. And so to like that same degree, it's like if you if like if someone [14:03] like like I will judge someone by the company they keep, you know, like and there's to be fair there's a difference [14:11] like if you are taking care of your sibling who's a heroin addict that's very different than like I voluntarily choose to have to be all surrounded by [14:20] drug addicts in my life. And I'm like I mean again your choice, do whatever you want. I just don't want that in my life. [14:25] And so like I won't be friends with you because I know what you bring with you and I don't want that baggage. [14:35] I think that your environment shapes your behavior more than anything else does. And I want my behavior to be as frictionless as [14:44] possible towards the outcomes that I want. I want to be I want it to be easy. I want it to be as easy as possible. [14:50] Work as hard as I can on the things that I find meaningful. [14:53] How do you structure your environment to do that? Just like small things that people think about. I think everyone gets this wrong. [15:02] Structuring the environment to maximize your basically time on goal is about removing everything that's not on goal. [15:09] So it's not like what are the 20 hacks that I have. It's really just what are the 20 things I removed so there was nothing left but the thing that I needed to do. And I think that works digitally, [15:17] that works physically. It's like like you want again perfect focus means that you do literally nothing besides the task that you need to do. And so [15:25] anything that is not that is by definition less focused. And so if I want to be more focused I have to remove things not add things. [15:32] It's not this, it's that. It's not success. It's revenge. [15:35] Not me. Not my Yeah. [15:41] U pivoting a little bit just as an opener. Is there a founder or business you've looked at recently where you have found what they are doing or how they are moving inherently interesting? [15:53] I mean I think Elon's doing a pretty good job launching a zillion satellites into [16:01] space trying to generate power directly from the sun because it's five times more efficient and you don't need to have a battery. So like that makes a lot of sense and they're cheaper to send to [16:08] space uh the panels themselves because you don't have to have all the weather because there's no weather in space. [16:12] Like that's great first principles thinking and being able to vertically integrate that with AI that then generates two phones because he has [16:20] Tesla that can make the robots and the phones like he can go full stack from literally like the sun to people's hands and he owns the entire value chain like [16:27] and in order to think of that business model and having called that shot like 30 years ago and he's been working if you look at his earliest interviews [16:35] towards this one goal for that entire period of time like yeah that's impressive. [16:40] Is there a story because there's a lot of stories that come out about Elon. Is there a story to remember that stuck with you in terms of what you learned from it? [16:49] Well, I mean my favorite like actual thing that I have learned from Elon business-wise is his kind of algorithm [16:57] which is question all requirements, delete the unnecessary requirements, optimize what's left, uh accelerate [17:06] and then automate. And so I would say tactically applying that algorithm everywhere has been like very tactically useful for me. Um [17:14] so I think the the biggest shift that has to happen for business owners in terms of hiring new talent in the age of AI is shifting from [17:22] role-based thinking to workflow based thinking. And so we put out job requirements the way we normally would and usually there's like, oh, we need an [17:30] X. But the thing is is the titles matter significantly less and less as so much of a role is really just like a circle [17:36] with six or seven workflows this person is interjected into, right? Rather than like roles and responsibilities and like timeliness and whatever the hell people [17:45] would put in there. Fundamentally, it's like I need this person to plug into these six holes in the business and these six holes actually represent these workflows and then to what degree does [17:54] each of these individual disparate workflows can be automated. And so everyone, every business owner at this point should be able to draw their [18:02] business in terms of workflows of inputs and outputs rather than this is an org chart. And so this is the shift between [18:09] you know 2026 or 2025 thinking of people in seats and ter and entering into the 2030 frame of uh raw inputs and outputs that are valuable. [18:25] Mount uh my entrepreneur mount rod I would have was it four faces? [18:35] Yeah. Yeah. So I would have Elon Basos. [18:38] So yeah. So I'd have Elon, Jeff Bezos, Warren Buffett. [18:46] Actually, I'd probably have Elon Musk, Jeff Basos, Charlie Mer. I've learned more from Charlie. Um, who's number four? [19:02] Rockefeller would be my number four. Why? [19:08] Savage and um from his letters to his son. I learned one of the important lessons for [19:16] me which was the reason I'm such a fan of Rockefeller is because of one very important lesson that I learned from the letters that he sent his son which was [19:23] he tells a story of how he was the second largest oil producer and he went to go try and buy the largest producer [19:30] and the guy like rebuffed him a bunch of times every time he tried to buy and then finally he was able to get a deal done and he you know he way overpaid for [19:39] this facility and the guy was laughing at him saying like well you know you're an idiot I can't believe you paid this much for my business. And then the next 30 days, he did something like 24 deals. [19:49] And the reason he was able to do those 24 deals is because once he was number two and bought the number one, he had such a significant part of the market share that he was able to say he was [19:58] number one in the market. And with that story, he was able to do 24 more deals that were significantly more lucrative. [20:04] And so what I learned from that was the value of the story. So there was the price of the assets in the business and then everything that he paid in excess [20:12] he paid to do one thing which is to be able to say that he was number one so that he had the leverage in the rest of the negotiations. And so it was really [20:19] shifting from this like I have to get an amazing deal in every single thing I do which happens across business all the time to taking a step back at the global [20:27] outlook of like battles and wars like I'm willing to lose battles to win wars. [20:36] Speaking of entrepreneurs was watching the social network recently. Have you seen that movie? [20:42] Where so gets cut out of, you know, his shares get diluted. [20:47] Um, Eric and I were actually talking about it because I was like, well, he wasn't there. [20:51] If he had been there creating value for the company, what would be the chance that his shares would have been diluted? [20:57] Do you think in most cases in life, you can avoid bad outcomes by creating value? [21:04] Well, I think his stake is like 11 billion now, so he's done okay. Um, and the reason Sign was able to get paid was [21:13] because he did the one thing the other two guys didn't do, which is that he took on risk. So, he was the one who paid for it, and it was his LLC, and he was the one who capitalized the business [21:20] and risked money. And so, many people had had claims to Facebook, but when you write the check and you take the risk, [21:27] it's something that no one can take away from you. And so I actually see a very different lesson from that which is he who takes the risks holds the leverage. [21:34] And that is why he was able to get such a significant chunk of the company. Um and so in a world where all human tasks [21:41] can get automated by robots and AI, the last bastion of value that a human can have is they can choose to take on risk. [21:54] perspective on risk. [21:57] I think that risk I mean there's books and books written on risk but I think risk is largely misunderstood by [22:05] most people because they see the downside is exaggerated and the upside is minimized is that they extrapolate me [22:13] failing into death and isolation that no one will ever want to see me or love me again. um and they truncate what they [22:21] believe is possible because they can only see the two feet in front of them based on their existing vantage point. [22:26] But like once you start climbing the mountain, you get a better perspective and you start seeing what is possible. [22:30] And so I think one of the the big gifts of entrepreneurship is that one, it is the best process of personal development. And two, the more you accomplish, the more you realize you can [22:39] accomplish. And so you can set your sights higher, not from like a ever moving goalpost perspective, but a how much more impact can I have that I [22:47] didn't think was ever possible when I started this journey. [22:51] And so if you're judging whether it's worth to climb Everest based on the first 20 ft and you think I could die, [22:59] it's a very different bet versus seeing the top of the mountain. and maybe you're going to have harnesses and hooks and chirpas and the likelihood you die might be there but it's significantly lower than you think. [23:10] What's one of the risks that one of the bigger risks you took that was a turning point for you early on in business? [23:16] The biggest risk I ever took was starting the first gym by far. Not even close. um signing a lease for $300,000 [23:24] when I had I mean $50,000 saved up and I had never run a business before and I had never gotten a [23:32] customer before and having to pay $5,000 a month in rent with no clue of how I was going to pay it and it was due in 14 days. Like that was by far the riskiest [23:41] thing that I ever did. And the only reason that I took that risk was because I was so ignorant. Like I wouldn't advise anyone to take that risk. And I only took it because I like I like by [23:51] the grace of God like figured out in that 14-day period how to make it work. [23:57] And I made the exact amount of money literally $4,72. I still remember it. Um was what my rent cost. And I made that [24:05] exact amount of money in the days that it took like to the dollar. I didn't even realize it until after the fact. To the dollar. And then I remember all my [24:13] rent disappearing and then having to do it again for the next month and thinking, man, real estate's not a bad business. [laughter] [24:21] Um, I was like, that guy just made literally every dollar that I made off of this last [laughter] month and he didn't do anything. Uh, except he took the risk of owning the building. [24:32] Do you think there's value in ignorance? [24:40] I think that there is value in ignorance in that it lowers your action threshold. [24:46] And so in a lot of ways, many entrepreneurs start saying like, "We didn't know what the hell we were doing." And it's like, "Of course you didn't because it was the first time you did it." And the thing that you have in [24:54] common with every great entrepreneur is that the first time you do anything is the same way they approached it, too, which is that they hadn't done it either. [25:02] So they don't you don't have an you don't have an inherent disadvantage. [25:06] The midway is one of your favorite memes. Why is that the case? [25:12] Because it's kind of like Pareto's principle of like there's 8020 and I think the Midwick meme just appears everywhere. Like there's so many like, you know, I want to start a restaurant. [25:22] Well, just make sure the food's good and it's not too expensive. And then in the middle it's like inventory and staffing and like all this stuff. And the end is just like just make sure the food's good [25:30] and that it's appropriately priced. And the same thing for, you know, fitness. [25:34] It's like all right, just eat protein, lift more weights, you know, pick good parents, right? [laughter] And then in the middle, it's like set schemes and rep schemes and, you know, underlining perization and like [25:42] hypertrophy and cycles and blocks and blah blah blah. And at the end, you're like, just, you know, try hard, eat protein, and pick the good pick right parents. You think the next decade? [25:51] Really good question. [26:03] It's really tough. I think short-term, long term. I think shortterm, yes. Long term, maybe not. [26:11] So, I see technology as something that increases the value of one human and decreases the value of all humans. [26:22] So, if one person has a god robot, right? [26:30] Then that god robot makes that one human significantly more valuable. But it makes the value of every other human [26:36] less valuable. Whenever a robot can do something that a human can do, it means that when that human does it, it is less valuable than it was before. Which then [26:45] forces like well then it forces people to learn. Like yeah, but if we take the equivalent, which is that it was once valuable and is no longer, that technology made the human labor less [26:53] valuable. And so that only works until it can replace all labor. And then money will still have value but not labor. And [27:01] that is where we get into a tricky situation. [27:05] What do you think is going to happen to college and traditional schooling? [27:09] Oh, I mean who [ __ ] I mean college is so it's like I mean I think that like college makes absolutely no sense. Um [27:18] and I and I I haven't been as aggressive about that in past. I've been like well it kind of depends. But that was like four years ago when I made that you know my first college video. I would say with [27:26] the advent of AI, it has there's there's two things that have made college significantly less valuable. So thing number one is that the education that [27:34] you get at college is for sure inferior now to free alternatives. Like that that was like maybe arguable and is now definitive. Like an AI tutor that can [27:42] teach you whatever you want in real time is more valuable. On the other side, from a cost basis, it for sure doesn't [ __ ] make any sense because you can [27:50] get a better thing for less. So like now there's that part. And so then the only thing that people make the argument for for college is that it forces networking [27:58] for people to who are in lower who start with lower socioeconomic status to network with people with higher socioeconomic status. Um that is maybe [28:06] the only thing. But I mean like there's platforms like school and whatnot that can bring communities together. But the last piece is like okay well do you have higher earning power which is is [28:13] literally just not true anymore. Like you don't have higher earning power as a result of being a college graduate. And so the value proposition is just is you [28:21] don't get more educated. you don't get better job prospects. It costs money and takes longer. [28:28] And I think that that has just gotten more and more extreme in the past four years. And I think that that will accelerate. Like if you're if you're 18 [28:36] years old right now, there's very little point in saying I want to become a doctor. [28:43] Like by the time that you graduate eight years from now and then you finish your residency 10 years from now, whatever it [28:50] is, like there will be surgical robots and diagnostic robots right now that they will just they that will literally beat humans at everything. And we can [28:58] say whatever we want. When it comes to health, I think people are going to be like, I would choose human, but I'm going to choose the thing that gets me to die less. [29:05] And so yeah, if you were to make a new structure for the next generation of 18y olds that would replace college, what would it look like? [29:17] Yeah. [laughter] Turn off phone. Go outside. [29:23] Go on dates. Um Yeah. Yeah. Right. [29:29] Um, I actually think what Joel Lyman is doing with Alpha School is really the [29:37] much better version of what education should look like, which is two hours a day of kind of quote formal study, which is AI tutor driven, which is learning based on the style of learning of the [29:46] human and then six hours a day of kind of real life skills and social skills which are far more applicable. And even in those two hours a day, they advance at twice the speed at 98th percentile. [29:56] And so it's just like the old system is broken. Joe Lyman thankfully is a multi-billionaire and like has the resources and horsepower to actually [30:04] like affect change. Many people have tried to tackle education. Few people have succeeded mostly because education is such an entrenched governmentbacked blah blah blah. Um but yeah, for [30:14] 18-year-olds I think I would more or less model that. And a lot of learning comes from eliciting trial attempts, [30:21] which is how do I get people to try and do stuff, not to recite information, because once they get in the real world has very little to do with reciting [30:28] information. And when information is available at your fingertips in real time and personalized, that skill is almost nothing. [30:38] How do you build structure? Build structure. [30:44] I would put as much friction as possible between you and the things that distract you and as much lubrication between you and the things that you want to do. So [30:52] for example um I have multiple layers of kind of like bricking you know or [30:59] multiple layers of stopping myself from like scrolling for example. So like number one I have an app that like I have to scan and I can put the token in [31:08] another room and like my phone cannot unlock until I physically go do that. So that's number one. Number two is I have physical things that slow down. Like even if that's not on, if I go on any [31:16] social media, I have to wait 10 seconds between me hitting the app and it starting. So it delays the reward cycle. [31:22] Um the third thing is that if I'm going to post, I'll typically post through a tool, even if I want to post in real time, so [31:30] that I don't go on the platform to try and make a post and then lose 15 minutes getting, you know, sucked in. And so those are just like three micro examples [31:38] of ways that I can just distance myself from something that distracts me. And then obviously on the other hand, uh lubricating the path of getting things [31:45] done is just removing all distractions besides the work that you want to do. [31:53] Um I mean I honestly do get inspired by looking at the best entrepreneurs of our time and [32:02] like what they're doing. you know, the the the Altman's, the the Musks, the um you know, Gemini is not really sorry, [32:10] Google's not really like an entrepreneur, but you know, uh Sundar and uh Satia, you know, just throwing down and like really making huge moves. [32:20] Um I aspire to get to a point where I can make bets that move industries. I'm not there, but um that is something that I find very cool. [32:31] You mentioned that you typically do one thing. Yeah. Can't tell you. [32:41] You'll know. [laughter] You'll find out. Yeah. [32:46] Even if you can't share details what gets you out of bed right now. [32:54] Um I wake up pretty much automatically. [32:56] Uh [laughter] um honest answer is I like what we do. I [33:05] like coming here. I work out with people I like first thing in the morning. It sets my day up. Um [33:14] we have a great team of leaders that are really competent that I admire that I like seeing. So, we have a community here at ACQ and Leila and I built it [33:23] that way on purpose because we've done the entirely remote thing and for sure you can succeed with it. It's just like at what point you decide like how do I [33:30] want my life to look and we wanted to have people around us that we thought were cool. And so we structured our life to do more of that. Um, and I think a [33:40] big part of that question is like what else would I do? Like what is my best alternative? And there's not many things that I enjoy more than doing things I [33:47] like with people I like. And I've just structured my work to be more or less that. What brought you to Vegas? [33:57] Um, a handful of things. Um, number one, you have some of the best food and beverage [34:05] in the world, so that's cool. You have every entertainment show goes through here, so if you want to see anyone, it's there. Um, obviously there's low taxes. [34:11] There's also amazing trust laws here for asset protection. Um there's an airport that's direct flight to anywhere basically even international. Um so in [34:21] and out that's super helpful. Also because Vegas is a hub and almost every professional comes here for at some point or another per year. It has built-in networking for me because I get [34:29] texts every week of like hey I'm in town. Are you here? And the benefit of that is that I don't have to entertain them. It's like, hey, we can grab a drink or we can get lunch or we can [34:37] catch a workout rather than being like, okay, now I'm going to entertain you for two days, which I can't really do. Um, and then a a bonus item number seven is [34:45] that Vegas is one of the best Amazon distribution hubs and so we get same day, you know, within hours, everything. [34:51] And um I see all those as benefits of Vegas. [34:56] Also, it's, you know, a 30 minute flight from mountains, ocean, beach, water, hiking, whatever you want. I mean, [35:04] hiking you can do here, but like you can get whatever you want in the Southwest really easily. [35:11] Those are my reasons for liking Vegas. [35:13] So, you talk about working out with cool people. You have a lot of your employees in your gym. [35:19] Can you tell us about that environment and what you like about it? [35:31] I mean, I just think it's a great bot. [35:35] Everyone's there. Everyone's trying to do better. Everyone's trying to push each other. I mean, a lot of the guys have gotten way bigger, gotten way stronger. [35:42] And I think if we normalize working hard in the gym, I think it sets people up for better days. [35:56] I mean, for me, working out at the gym is the highlight of my day. And so, I also know that it's not working out. [36:07] So, like, I've worked out alone. I've had home gyms. And it took me a while to realize a couple things that make working like why do some workouts suck [36:14] and some workouts are great? I can't be in a rush. If I'm in a rush, it's kind of like eating a four course meal or trying to like shove your face with [36:21] McDonald's between meetings. It's like there it's you're eating both times, but it's very different when you're like in a rush to just like get a workout in [36:28] versus like taking your time and really enjoying it. The second thing is like eating alone versus eating with people. [36:33] Working out alone versus working out with people. I think working out with people, not in a rush, is one of the best things out there for me. Um I love [36:41] the environment of lots of people pushing each other. Uh which then I think carries over to everything else that people do. Um, and I think in a gym [36:49] in a gym environment, it allows people to be more relaxed and you get more time kind of you get more interpersonal time [36:58] between sets than you do between meetings. [37:01] And I think that strengthens bonds so that when work and hard things do happen at the job, there's rapport and trust [37:09] that's already been built off out of the office that can transfer into the office. Do you positively reinforce your employees for working out? [37:19] I think positive rein positive reinforcement occurs more than anything. [37:23] So like if the boss is there, that in of itself will be reinforcement. If they feel like they're getting credit for showing up early and if I have deemed [37:30] that showing up early is something that I find, you know, good, then they will associate with that. Um, so yeah, I [37:37] think like but it's but the thing is is it doesn't mean that if people don't come and work out, I respect them less. [37:44] It's more that I just get more time with those guys who choose to do it. [37:48] Wouldn't even work if we had 150 people in the basement. So like it's it's good that everyone doesn't work out at the same time. It would suck.

===FILE=== sQaMoXLE8BI - How to Know When to Push and When to Pivot.txt
https://youtu.be/sQaMoXLE8BI
How to Know When to Push and When to Pivot

[0:00] How do you know when it's time to give [0:01] up [0:03] and how do you keep going when things [0:06] are not working? [0:07] So, this is um there's a like there's a [0:09] handful of what I call like eternal [0:11] questions that can I don't think uh [0:13] they're more dichotoies to be managed [0:15] than problems to solve. And so, how much [0:18] should I consume today versus invest [0:19] into tomorrow? How much uh how much risk [0:22] am I willing to take? Uh which is the [0:24] classic should I push or should I pivot [0:26] for an entrepreneur? And the answer that [0:28] no one's going to like is that it's [0:29] actually up to you. So there's kind of [0:30] like good failure and bad failure. So [0:32] good failure is like I tried something [0:35] and I I saw that it didn't work and I [0:38] realize what I need to do instead and [0:39] I'm going to iterate continuously. Bad [0:41] failure is where I have a an assumption [0:45] that the world or the conditions were [0:47] going to be this way and my assumption [0:48] was false. And so if I believed that [0:51] people really wanted to have uh dog zoom [0:54] calls or whatever, right? A zoom a zoom [0:55] made for dogs. Let's just take a [0:57] ridiculous example. Well, then I would [0:58] have to take a couple of need to like in [1:00] order for this to be successful, these [1:02] four things would have to be true. If I [1:04] find out after starting some iterations [1:06] that one of my three or four assumptions [1:07] that underpin this being successful [1:09] long-term is not true, then I should not [1:12] keep trying to pursue this. And that is [1:13] where I would say we need to pivot. In a [1:16] situation where none of the conditions [1:17] that I or none of the the need to [1:19] beliefs have changed, all of those [1:20] conditions are still the same and it's a [1:22] it's a it's a deficiency in skill. Then [1:24] that is where I would push. [1:26] Now, how long will it take is going to [1:27] be completely predicated on how quickly [1:29] you can learn and the quality of that [1:31] feedback. And so to your point, I think [1:32] you said coach, community, and what was [1:34] the other one? [1:34] Commitment. [1:35] Commitment. Some of consistency. [1:36] Yes. And so um the the commitment part [1:39] um if you want to increase your [1:40] commitment in anything. So I define [1:41] commitment by uh the elimination of [1:43] alternatives, right? So marriage is the [1:44] ultimate commitment. You eliminate all [1:46] all alternatives, right? And so it's [1:47] like we want to get married to this [1:48] opportunity. We get married to this [1:49] business. We have to eliminate all [1:50] alternatives. Which means when your [1:51] friend says, "Hey, I made 10 grand doing [1:53] this thing." You say, "That's amazing. I [1:54] don't know anything about that, and I [1:56] know I know two months of suffering from [1:57] this one, and I'm going to start at zero [1:59] there, so I'd rather be two months in on [2:00] this one." Um but the but with that push [2:04] or pivot um we have to just take things [2:06] to the natural extreme which is how I [2:07] like to do it which is okay well if I do [2:09] this for 10 years and I keep getting [2:10] better do I think it's likely that I'll [2:11] succeed and the answer is usually yes [2:12] and so it's like well then I just keep [2:13] need to keep paying down those [2:14] iterations and I think Nal said it's not [2:16] 10,000 hours it's 10,000 iterations and [2:18] I tend to believe that. [2:19] Real quick if you're a business owner [2:21] and you are not growing as fast as you'd [2:23] like I'd like to give you a free gift. [2:25] So my team and I put together the $100 [2:27] million scaling road map, which is [2:29] basically 200 hours of us looking over [2:30] all the portfolio companies we've had [2:32] and what stages of growth they went [2:34] through and more importantly where they [2:36] got stuck and how they got past it. And [2:38] so we broke it into these 10 stages and [2:39] we made this little kind of quiz thing [2:41] where if you put in your business [2:42] information, it'll tell you where you're [2:44] at and the most important part for you, [2:45] what to do for each of functions of the [2:47] business across product, marketing, [2:48] sales, customer success, recruiting, IT, [2:50] human resources, and finance. And so no [2:53] matter what you're struggling with, [2:54] someone else has already struggled with [2:56] it and solved it. And so I'd like to [2:58] give you this thing absolutely free. You [2:59] can go to acquisition.com/roadmap, [3:01] plug in your business information, and [3:02] if you want us to actually help you [3:04] deconstrain the business and you're [3:06] trying to scale, we'd love to help you [3:08] out on the thank you page. You can just [3:09] book a call with my team and we will [3:12] look into business, see if we can help. [3:13] And if we can, we'll invite you out to [3:14] Vegas and we'll do this in person live.

===FILE=== tJFqLdBAaIA - Give Away the Information, Sell the Personalization.txt
https://youtu.be/tJFqLdBAaIA
Give Away the Information, Sell the Personalization

[0:00] I started my school community a few [0:01] weeks ago and I just finished [0:02] transferring my online course to the [0:03] platform. Awesome. My so far love it. [0:04] I'm looking for ideas to monetize the [0:06] platform. Great. At the moment, my [0:07] course is free and lead magnets 30-day [0:08] daily drip. Great. Does it make sense to [0:10] charge to release the whole course in [0:12] one shot instead of having them wait? [0:15] Um, you might know more about this than [0:17] I do, Kirby. [0:24] So, basically, daily drip versus doing [0:27] it all at once. [0:31] Have you seen any data on that? I just [0:33] don't have it. I would be making up my [0:34] answer. [0:35] Me too. [0:36] Yeah. I think where we're trying what [0:38] we're I'll just give you the school [0:39] perspective is that we're trying to [0:41] build in and I think this is coming very [0:43] soon. Um the ability to unlock modules [0:46] based on either their level or their [0:48] time. So actually the level is already [0:51] there but like based on time. And so [0:54] that I think will stick a lot of people [0:57] longer. So, this is a free community, so [0:58] it's like I don't know how much it [1:00] really matters. Um, the upsell would be [1:02] to release fully. I don't that that [1:05] doesn't seem compelling enough to me. [1:06] Like, if they're already going to get in [1:08] 30 days, like that doesn't that's that's [1:10] to me I'd rather you just have that be [1:12] the free community and then upsell into [1:13] a paid community that has like 365 days, [1:15] right? Because then somebody who's into [1:17] that is going to be into the next thing [1:19] and then it'll kind like I think you [1:20] should have fewer. And so, instead of 30 [1:22] videos, I'd break it into like seven or [1:24] five. Um, and then have the CTA at the [1:26] end and then put more of the value in [1:28] terms of like one weekly call where you [1:30] pull someone up like we're doing right [1:32] now, answer the questions, soft toss. [1:33] Hey, this is actually type of stuff that [1:34] I do in my my private thing. Um, and so [1:37] I actually have a really cute moniker [1:38] that I will give you um that I'm now [1:40] going to use a lot, which is give away [1:42] the information, sell the [1:43] personalization. [1:47] So give away the info, sell the [1:48] personalization. That's the that's the [1:50] the sexy factor because all it's like [1:51] cool this is all generic but if you want [1:53] me to personalize this to you then join [1:55] my thing I do one on six we meet once a [1:57] week and that way we can drive forward [1:58] and make sure you're doing all the stuff [2:00] and if you get stuck I can get you [2:01] unstuck. So the question is just how how [2:03] valuable your time is to you. If you [2:05] want to do trial and error for a year [2:07] I've got the I've got the free group [2:08] there for you. If you want to get there [2:09] in a month because we can every time you [2:11] would get stuck for a month we can get [2:13] you unstuck in a day then it's worth it. [2:15] It just depends on how much you value [2:16] your

===FILE=== tR8F6FYwgNk - Why Hiring a COO Usually Backfires.txt
https://youtu.be/tR8F6FYwgNk
Why Hiring a COO Usually Backfires

[0:00] Oh, from Norway. I've been been a [0:04] follower since the subundk days. [0:08] Nice. [0:08] And firstly, I would like to thank you [0:09] for the opportunity. [0:11] Thank you, man. [0:13] I've run uh a hunting and fishing [0:16] company [0:19] uh equipment from two brick and mort two [0:22] brick and mortar stores [0:25] and an e-commerce site. [0:28] So I built that from a 4K student loan. [0:32] Nice. [0:33] And I didn't take any pay for two years, [0:38] provided uh three 3k a year [0:42] to fund inventory and and since twins [0:46] 2015, we've been on top we three [0:49] profitability in our niche. [0:52] I'm sorry. I have a terrible feedback. [0:55] Yeah, I know. Sorry, brother. [0:57] Okay. Yeah. In 2025, we did $6.5 million [1:03] revenue, [1:05] a million1 EBIDA. [1:07] Okay. [1:08] Based off of a 39 and a half grand gross [1:10] profit. [1:11] Got it. [1:12] Uh I have 60,000 active [1:16] customers out of 143K total. [1:19] Mhm. [1:20] And a market size of $100 million. [1:23] Okay. Uh we're decent decent cash cow, [1:27] but I'm still the chief ex chief [1:30] everything officer. [1:31] Mhm. [1:32] Working 80 80our week. [1:34] Mhm. [1:35] I have a massive skill depth in [1:37] attracting hiring and and onboarding a [1:41] players which is stopping me from [1:42] scaling. [1:43] Mhm. If you were in my shoes, [1:47] what would be the exact sequence of [1:49] building a people people playbook [1:53] so I can stop being the bottleneck and [1:55] build a sellable asset? [1:57] What takes the majority of your time? [2:01] Everyday tasks. [2:04] More specific. [2:08] talking to customers, [2:10] taking out the trash, [2:13] doing [2:14] uh more or less every no one else does. [2:19] Yeah. So, [2:23] I mean, in terms of sequence, the first [2:25] thing I would do is be able to answer [2:26] that question clearly with a time study. [2:28] And so, the reason I do time studies is [2:30] because if you have a 15-minute [2:31] increment, what appears to be random [2:33] things tend to fall into patterns. And [2:36] so if you do it 15 minutes every single [2:38] day for one or two weeks, like we do [2:39] this with new CEOs when we acquire a [2:41] company, the first thing we have them do [2:43] is do a time study because that way we [2:45] can actually tell whether like, hey, my [2:47] head's on fire, day-to-day operations. [2:48] It's like, how do we translate that? [2:50] Because what we'll do is we'll see all [2:51] the activities that you're doing and [2:53] say, okay, is there a role right now [2:54] that exists that encompasses the vast [2:56] majority of the stuff? And it might mean [2:58] that you have one or two roles that are [2:59] missing or three roles that are missing [3:01] um within the business. I do understand [3:04] that you got 1.1 million in IBIDA and [3:05] it's like you don't want to hurt that [3:07] but the idea would be [3:09] can we replace you know twothirds of [3:12] your time so we can free up some more of [3:13] it so we can create more profit in the [3:15] business with the time that you have [3:17] doing higher leverage activities. [3:23] Yeah, I' I've been look looking at at [3:26] hiring chief operations officer. [3:30] Okay. [3:34] [sighs] [3:35] So chief, you know, head of ops is not [3:37] necessarily a bad role overall, but a [3:39] lot of times it tends to be a junk [3:41] drawer. And so if you, when I say junk [3:43] drawer, just like you open it up and [3:44] there's just a whole bunch of stuff [3:45] inside of it. And so if you want to hire [3:47] that person successfully, you're going [3:48] to have to really clearly define all of [3:49] the activities that you want them to do. [3:51] And so either way, you're going to have [3:52] to start with this time study to get a [3:54] better hold on the many things from [3:55] taking the trash to talking to customers [3:57] that you're currently doing. I would [3:59] also bet that there's some stuff that [4:00] you're doing right now that you could [4:01] also just choose not to do and the [4:03] business would be okay. So like when [4:04] you're talking to customers, what are [4:06] you doing it for and how often? [4:12] Basically [4:14] more or less every every day. [4:16] Yeah. But for what what reason? [4:17] Because [4:19] usually when things start to shift. [4:22] Okay. So customer So this is customer [4:24] service. [4:26] Yes. [4:26] Okay. And so, do you have no customer [4:28] service reps? [4:31] I do. I have one guy, but he's he's too [4:33] he's he's too young. [4:35] Okay. I would I will I will How old is [4:37] he? [4:39] 24. [4:40] Okay. Well, like right now there's a [4:42] bunch of 24y olds who have like billion [4:43] dollar companies and so I don't think [4:44] he's too young. Um, I would say that you [4:47] probably haven't trained him on the [4:49] skills required because a customer [4:51] service role, it's like there's five [4:53] things that are happening in that role [4:55] and we just need to give them a script [4:56] for how to handle all those things and [4:58] then train them on saying the script. [5:02] Okay. [5:06] Because there's no like 24 years old. I [5:08] mean, my god, that's it's a grown man. [5:12] Yeah. But he's still a kid. Well, I [5:14] mean, if you treat him like one, [5:17] [laughter] [5:19] is it your kid? [5:20] Okay. No, it's uh the son the son of a [5:23] really good friend of mine. [5:25] Yeah. Then maybe you treat him like a [5:26] kid still, right? But I mean, [5:28] fundamentally like he probably wants to [5:30] do a good job and you probably have to [5:32] empower him to do so because if [5:33] everything every time something gets [5:35] difficult, you jump in rather than [5:36] basically I'm going to say this and [5:38] don't take offense to it, okay? [5:40] you're being lazy by jumping in to solve [5:44] the problem for him rather than doing [5:46] the work of training him to do it for [5:49] you because in the short term it will [5:50] cost you more time and frustration than [5:52] it does in the long term. And so right [5:54] now you jump from short-term fix to [5:56] short-term fix to short-term fix all day [5:58] long rather than taking the excess time [6:01] in the front end and the risk of what [6:03] happens if this person leaves after I [6:05] train them. [6:08] Yes. [6:10] So I think like that's once you talk to [6:12] customers so that's like okay if we [6:14] train this guy up that'll take off some [6:16] portion of what you're already paying [6:17] him to do. So that'll free up your time [6:19] and you don't have to pay anymore. What [6:20] else are you spending your time on? [6:24] Marketing uh purchases. [6:28] Okay. When you say per you mean [6:30] marketing to get customers to buy, [6:31] right? [6:33] Yes. [6:33] Okay. Is purchases something different? [6:34] Are you like are you buying material [6:37] like what is that a separate item or you [6:39] saying marketing to get purchases? [6:40] Yeah. No, no, no. Merchandise [6:42] like purchasing merchandise. [6:45] Yes. [6:45] Okay. Got it. So you so you do the [6:47] buying and you do the marketing to sell [6:49] a product and you have a customer [6:50] service team. So we can offso some of [6:52] the customer. Do you have anyone who [6:53] helps you helps you on the purchasing? [6:58] Some. [6:58] Okay. What stops them from doing all of [7:01] it? [7:05] uh on the larger scale larger scale [7:08] stuff. [7:09] Yeah. [7:10] Especially the ones that are [7:13] above probably 100k a year. [7:16] Yeah. [7:17] I want to make sure that I I hold in [7:20] those myself. [7:21] Okay. [7:22] Because the the the main the the main [7:25] scaling of the business has always been [7:26] the main the gross margin. [7:28] Yeah. No, I hear you there. So, um, by [7:33] percentage of purchasing activity, what [7:34] percentage are you doing versus the guy [7:36] you've hired? [7:41] Total purchasing a year. [7:43] Mhm. [7:45] Probably 55 to 60 [7:49] 60%. [7:50] Is you or him? [7:52] No, me. [7:53] Got it. Is that by dollar amount or by [7:55] number of transactions you have to buy? [7:58] No, that's dollar amount. [7:59] Okay. So he's still doing the majority [8:01] of them and then you save the few bigger [8:02] ones but they tend to be the lion share [8:04] I'm guessing. [8:06] Yes sir. [8:07] Okay. So is that a huge time suck for [8:09] you? How many how many hours a week do [8:10] you say would you say? [8:13] Uh it depends on time of year because [8:15] it's such a seasonable it seasonable [8:19] business. So I would say uh this time of [8:21] year for first quarter probably half my [8:24] time. [8:25] Got it. That's a lot. Okay. So the the [8:29] document like I'll just tell you right [8:31] now it sounds like the big issue is [8:32] documentation and training. [8:37] So the process Yeah. So the process that [8:39] you go through is you have a decision [8:43] tree. You haven't written it down but [8:44] it's in your head, right? And so what [8:46] you have to do is basically walk through [8:49] how you make the decisions for these [8:51] purchases around pricing. Like you it's [8:54] and it you know what it it's a lot of if [8:55] then statements. And I know this because [8:57] I have to train our AI on how I make [8:59] business decisions. And so you can [9:00] imagine how how difficult it for me to [9:03] to train a business generalist, right? [9:05] They have to be able to answer something [9:06] for a restaurant as much as an [9:08] e-commerce as much as a an HVAC business [9:10] as much as an internet marketing [9:11] business or an agency or a core seller [9:13] or a school community. Like it has to be [9:15] able to know all of these things. So how [9:17] do you train something like that? Well, [9:19] you start with decision trees. Are you [9:20] supply, you know, constrained? Are you [9:22] demand constrained? [9:25] Like for you it sounds like the issue [9:27] overall is that um I mean you said it [9:29] was a cash cow so I'm guessing it's [9:30] flatish right? Um and the real [9:34] constraint for you right now is uh you [9:36] could sell more but you can't really [9:38] because the supply constraint is you [9:41] like the supply of your time is [9:42] basically zero. And so as much as you [9:44] want want to ramp you can't because you [9:46] are the bottleneck right now right? [9:48] Oh yeah I'm the bottleneck. [9:49] Yeah. And so fundamentally, and this is [9:51] like this will be my easy limus test for [9:53] you, is that if you look at your [9:55] calendar [9:56] and your activities do not change from [9:58] last week to this week, nothing is going [10:01] to change. [10:05] What's your head count right now? [10:08] 14. [10:09] 14. So, I would bet right now probably a [10:12] third of your time is going to probably [10:14] have to be dedicated to retraining or [10:16] really first time training your staff on [10:18] the things that they should be doing but [10:20] that you're jumping in to do for them. [10:27] Yeah, it it's [10:30] it it's both uh um [10:33] they're a low insecure and that's [10:35] probably poor bo [10:38] because of poor training. [10:40] Yeah. I mean it makes sense. If you [10:42] haven't trained somebody, they're going [10:43] to do a bad job. I agree with you. You [10:46] know what I mean? [10:48] Of course. Like I said, it's uh it it's [10:51] uh [10:51] Well, how do we get over this insecurity [10:52] thing? How do we get over this trust [10:53] issue? Right. You've been wrong before. [10:56] Somebody made a mistake. You gave up, [10:58] you you know, you loosened up the [10:59] reigns. They [ __ ] it up and they lost [11:00] you money. Right. [11:02] Yeah. [11:03] Right. And so you basically have two [11:06] paths. Path one is you keep doing what [11:08] you're doing and you're going to keep [11:09] making money, which is relatively [11:11] reinforcing. And I'm I'm like, but you [11:13] will not build a sellable business. [11:14] You're keep working 80 hours 80 hours a [11:15] week, which let's be real, a lot of [11:18] people do that and they just and they [11:19] just kind of like moan their way through [11:21] it, right? The other option is that [11:23] you're going to lose more money in the [11:25] short term, [11:27] but you'll be able to learn the skills [11:29] of training a team and they're going to [11:31] make mistakes, but you will eventually [11:32] be able to get above it so you can [11:33] actually make the business grow and make [11:35] more money. [11:40] Okay, think about this. [11:41] You have like a uh [11:42] Yeah, think about this. Think about how [11:44] many mistakes you've made over your [11:45] career that you've learned from. A lot, [11:48] I'm sure. Right. [11:50] Yes, sir. [11:51] And so I think it's unfair to ask them [11:53] to know everything, you know, without [11:55] having made any mistakes of their own. [12:01] And so I think honestly it's just a [12:02] small shift in perspective. I would look [12:04] at my schedule. So I really would I [12:05] would start with the time study. I would [12:07] look at all those activities and the [12:09] first question once you finish that time [12:10] study which is and I'll just say it [12:12] really clearly because I have some [12:13] people watching is open up an Excel [12:16] sheet, set a timer on your phone, have [12:18] it say Monday through Sat or Monday [12:20] through Sunday and it starts at whatever [12:22] time you start working and you do [12:23] 15-minute increments for each cell. In [12:25] each cell you set a timer on your phone. [12:27] Every time the 15 minutes goes off, you [12:29] write down what you did. At the end of [12:31] the week or two weeks, next to each of [12:33] those columns you color. You can go red, [12:36] yellow, green, whatever you want to do. [12:38] But there's going to be one bucket that [12:39] is a delegate bucket, which is these are [12:42] jobs that I'm already paying people to [12:44] do that they're not doing. So, I need to [12:45] delegate. And then the next step is [12:47] going to be training. I've got to train [12:48] those people on the things that they [12:50] should already be doing in their job. [12:51] That's going to open up some of the [12:53] time. And that realistically is going to [12:54] be the first real step. And that might [12:55] take a month or two months. That's the [12:57] first thing we do. After we've delegated [12:59] more, now you're going to have a little [13:00] bit of bandwidth. Now, in that [13:01] delegation and training process, you're [13:03] going to have to give them a decision [13:04] box. Meaning some things should come to [13:06] the owner for sure. Someone's about to [13:08] sue you and they're get you on the phone [13:10] like that should probably come to you, [13:11] right? Is that going to happen a lot? [13:12] Probably not, right? And so the idea is [13:15] you can make decisions up to x amount of [13:18] money. And if someone's upset, you're [13:20] going to do one of these three things. [13:23] And you're going to start with thing [13:24] one. If they don't like that, you're [13:25] going to thing two. If they don't like [13:26] that, you go to thing three. If they [13:26] don't like that, you can talk to me. But [13:28] at least that covers 80 or 90%. Right? [13:32] On the purchasing side, it's going to be [13:33] the same thing. you're in a position [13:34] box. This is the tree. We always ask for [13:37] a second uh you know a second number. If [13:38] the number this is what it was last [13:40] year, it has to be within 6% of last [13:42] year. And if it's not, send them this [13:43] email or say this text back to them. And [13:46] we keep because you have a way that you [13:47] grind people, right? I mean, it's just [13:49] negotiating. You have a way that you [13:50] grind people and you just have to teach [13:51] them that that way of grinding them. And [13:53] so you'll teach them on the on the [13:54] purchasing side and then we have to go [13:55] task by task until what's left over is [13:59] the few things that you don't have rolls [14:01] for. And then with that leftover amount, [14:03] then we can instead of hiring three more [14:05] people that you're not going to train, [14:06] we can hire maybe one person that [14:07] actually gets the job done. And now the [14:09] vast majority of your schedule's open. [14:10] So you can either grow this business or [14:12] sell it. [14:14] Be good. [14:15] But it's you're going to I mean this is [14:17] going to be all people [ __ ] which I'm [14:18] going to guess you're not like the most [14:19] stoked about, but this is just the game. [14:21] I mean, here's the good news. You're [14:23] you're in physical product sales that [14:24] has less headcount than a service [14:26] business. And a service business is [14:27] doing six and a half million. You'd want [14:28] to kill yourself. This is I mean 14, you [14:31] know what I like [laughter] you you [14:32] would hate it. So this is the game [14:34] though. [14:37] Okay. Thank you. [14:38] No, I appreciate you. Thanks so much. [14:41] Thanks. Bye-bye. [14:42] Good luck. All right. See you, man. If [14:44] you're a business owner and you are not [14:46] growing as fast as you'd like. I'd like [14:48] to give you a free gift. So my team and [14:50] I put together the $100 million scaling [14:52] roadmap, which is basically 200 hours of [14:54] us looking over all the portfolio [14:55] companies we've had and what stages of [14:58] growth they went through and more [14:59] importantly where they got stuck and how [15:01] they got past it. And so we broke it in [15:03] these 10 stages and we made this little [15:04] kind of quiz thing where if you put in [15:06] your business information, it'll tell [15:07] you where you're at and the most [15:09] important part for you, what to do for [15:10] each of the functions of the business [15:11] across product, marketing, sales, [15:13] customer success, recruiting, IT, human [15:15] resources, and finance. And so no matter [15:17] what you're struggling with, someone [15:19] else has already struggled with it and [15:21] solved it. And so I'd like to give you [15:22] this thing absolutely free. You can go [15:23] to acquisition.com/roadmap, [15:25] plug in your business information, and [15:27] if you want us to actually help you [15:29] deconrain the business and you're trying [15:30] to scale, we'd love to help you out on [15:32] the thank you page. You can just book a [15:33] call with my team and we will look at [15:36] the business, see if we can help. And if [15:38] we can, we'll invite you out to Vegas [15:39] and we'll do this in person live.

===FILE=== trAAFADIAZw - Helping a $10k Google Ads agency scale.txt
https://youtu.be/trAAFADIAZw
Helping a $10k Google Ads agency scale

[0:00] All right. Best offer to get wedding [0:02] photographer clients for my new Google [0:04] Ads agency. Run Google Ads. [laughter] [0:08] Okay. Um, so wedding photographers, [0:11] honestly, I know a bunch of people who [0:13] have been in the wedding photographer [0:14] space. It's actually very easy to [0:15] generate leads in that space. The [0:16] difficulty with them is that everybody [0:18] in their mother is a wedding [0:20] photographer or rather a photographer. [0:22] And so the quality of the leads tends to [0:23] be bad. And so you'll typically need a [0:25] higher friction sales process to sell [0:27] anything worthwhile. So, call it like a [0:30] 2K plus price point. Um, and you'll want [0:33] to start making content ASAP. And this [0:34] kind of goes for everybody, is that the [0:36] world of content is merged with ads. So, [0:39] you make lots and lots of content. When [0:41] content does well, take that content, [0:42] run it as an ad to the thing you sell. [0:44] And then, if you still don't have big of [0:46] a brand, bring them to a live, you know, [0:48] webinar. I mean, if you have a small [0:50] amount of traffic, bring them to a live [0:51] call. If you have a little bit more [0:52] traffic, you can bring them to a [0:53] webinar, which means you just send them [0:55] a link to hop on a call with more [0:56] people. and then you present stuff and [0:58] then you just solicit them to take a [0:59] one-on-one call with you afterwards. [1:00] It's very simple funnel. If you're a [1:02] business owner and you are not growing [1:04] as fast as you'd like, I'd like to give [1:06] you a free gift. So, my team and I put [1:08] together the $100 million scaling road [1:10] map, which is basically 200 hours of us [1:12] looking over all the portfolio companies [1:13] we've had and what stages of growth they [1:16] went through and more importantly where [1:17] they got stuck and how they got past it. [1:19] And so, we broke it in these 10 stages [1:21] and we made this little kind of quiz [1:23] thing where if you put in your business [1:24] information, it'll tell you where you're [1:25] at. And the most important part for you, [1:27] what to do for each of functions of the [1:29] business across product, marketing, [1:30] sales, customer success, recruiting, IT, [1:32] human resources, and finance. And so, no [1:34] matter what you're struggling with, [1:36] someone else has already struggled with [1:38] it and solved it. And so, I'd like to [1:39] give you this thing absolutely free. You [1:41] can go to acquisition.com/roadmap, [1:42] plug in your business information, and [1:44] if you want us to actually help you [1:46] deconstrain the business and you're [1:48] trying to scale, we'd love to help you [1:49] out on the thank you page. You can just [1:51] book a call with my team and we will [1:53] look into business, see if we can help, [1:55] and if we can, we'll invite you out to [1:56] Vegas and we'll do this in person live.

===FILE=== tysSBBQLur8 - Why Starting B2B Is a Distraction.txt
https://youtu.be/tysSBBQLur8
Why Starting B2B Is a Distraction

[0:00] career coaching services to corporate [0:01] executives. Um so basically we help [0:03] these people find their next role. [0:05] So we did 7.2 million in revenue last [0:07] year. [0:07] Congrats. [0:08] About 2 million in profit. [0:09] Amazing. [0:10] And um we know how to grow B TOC. We [0:12] know that we can do that. [0:13] But we're really wanting to get B2B [0:14] going. Okay. [0:15] So these enterprise level deals are a [0:17] little bit more they're a different [0:18] ballgame, right? Okay. [0:19] So we're struggling to get our first B2B [0:20] deal because they have to be big enough [0:22] to have the budget. [0:23] Why do you want to do B2B? [0:25] So this entrepreneur is obviously doing [0:27] well. you know, he's doing multiple [0:28] millions of dollars a year and he's got [0:30] something that says decent margins and [0:32] he said in order to scale, he should do [0:34] B2B, but he was in a consumer-based [0:36] market and consumer markets are huge. [0:38] There's way more consumers than there [0:39] are businesses. So, he had a proven [0:41] product with a proven acquisition [0:42] channel and was profitable and was [0:44] growing and he was spending, you know, [0:46] $300 or $5,000 a day. I was like, this [0:47] is nothing um in terms of the amount of [0:49] scale that's available for the product [0:50] that he had. And so when he said he [0:53] wanted to do this other new thing, I had [0:55] an inkling that it was for no actual [0:57] reason besides he probably encountered [0:59] some sort of difficulty that he assumed [1:02] the new path wouldn't have. And so this [1:04] is just a classic woman in the red [1:05] dress. Why can't you just do more of [1:07] what you're currently doing? [1:08] We can I mean like we hit like 90 and uh [1:11] in October and like that was a big like [1:13] a million month. Like that was the [1:14] milestone where it's like okay let's [1:15] start doing different stuff. I I'll tell [1:18] you what my initial reaction is, which [1:19] you're already probably guessing, which [1:20] is like I will exhaust more before I [1:22] look at anything new. And so, someone [1:25] would have to make a very strong [1:26] argument for me why I can't do more of [1:27] what I'm already doing. So, if I were to [1:28] like buy your company tomorrow, I'd be [1:30] like, "Yeah, don't worry about that. [1:31] Just what are you what are you currently [1:33] doing to get uh to get customers?" [1:34] Uh, it's Facebook ads. [1:35] Okay. So, what are you spending a day? [1:37] Uh, anywhere from 3,000 to 5,000 a day, [1:39] right? I'd be like, "Okay, so how do we [1:41] get to 100,000 a day and spend [1:43] a day?" [1:44] Yeah. Wow. Like what stops us from [1:46] getting to 100,000 a day? [1:47] Okay. [1:48] And the answer to that question is the [1:50] constraint. [1:51] So what stops you from getting so let's [1:52] say 10,000 a day. So that's a triple. So [1:54] like what stops you from doing that? [1:56] We were there in October right around [1:58] 10,000 a day. And then we had like sales [2:00] efficiency issues and stuff like that. [2:01] Obviously Q4 is not like the best time [2:03] to have that type of service. And so [2:06] really just like making sure that our [2:07] backend or our front end like sales call [2:09] to close rate, all that good stuff is [2:10] like able to [2:12] profitable. And we have a lot of like [2:13] services like one-on- ones that we pair [2:14] coaches really well. We have a writing [2:16] team in house that we pay. So like [2:18] there's there's cost. [2:19] So what would but that those costs are [2:21] fixed because you'd have that cost of [2:22] the B2B, [2:22] right? [2:23] Okay. So what stops us? [2:26] The problems that exist in the BTOC [2:28] scenario also exist in the B2B scenario. [2:30] And so he's like, hey, I've got I've [2:31] encountered this problem I don't know [2:32] how to solve. And so my way of solving [2:34] it is to not solve it and start [2:36] something else that will create even [2:37] more problems in my business. And so [2:39] when you say it like that, it sounds [2:40] ridiculous, but this is a [2:41] decision-making process that or rather a [2:43] mistake-making process that a lot of [2:44] people follow. Fundamentally, you want [2:46] to ask why can't we do more? And the [2:48] answer to that question is the [2:49] constraint. And the only in my opinion [2:52] proper constraint for deciding to uh go [2:54] after a new avatar is that you run out [2:56] of the existing avatar. So think about [2:58] this just have you ever done B2B like [3:00] enterprise? M [3:01] okay so the thing is is that um they are [3:03] higher leverage but you're also going to [3:05] have like 10 15 touch points and so the [3:08] number of deals per guy is going to go [3:09] down a lot. There's also going to be [3:11] multiple stakeholders that you have to [3:12] get involved on their side and multiple [3:14] stakeholders that you're going to [3:15] introduce on your side. So just in [3:16] general for B2B like enterprise level [3:18] sales you increase conversion rate and [3:21] stick of a customer by increasing the [3:23] number of people that are involved in [3:26] the transaction on both sides. So [3:28] basically, you want to show you want to [3:31] show as have as many of these ties as [3:34] you can to do enterprise sales. The the [3:36] lowest risk adjusted return move in any [3:38] business is to do more of what's already [3:39] working and answer the question why why [3:42] can't we do more? And so if you have a [3:44] sales efficiency issue, then like solve [3:46] the sales efficiency issue because it's [3:48] holding you back from tripling. The [3:49] things that you brought up are all fixed [3:50] problems as in they're they're problems [3:52] on both paths. to to to forego the path [3:55] you're currently on for a new path [3:56] that's completely unproven with with the [3:59] same problems that you know already [4:00] exist is a much higher risk move than [4:03] just saying yeah why don't we just get [4:04] to 30 million [4:06] okay so just focus on maxing out B TOC [4:09] about B2B till we're like fully [4:10] confident BC like we're doing everything [4:12] well not even that you're doing [4:13] everything that you have exhausted the [4:15] market of C's [4:17] okay [laughter] okay [4:18] right like it's so if you want diversity [4:20] then I'd still I would rather you go [4:22] diversity of channel rather than [4:24] changing customers. The riskiest thing [4:26] you can do, it's a new business [4:28] basically. You're going have you have to [4:29] have a new offering, have a new acquis [4:30] like everything's new. And so I would [4:32] rather if you if you have the itch for [4:34] new, just get a second channel, but I [4:35] don't think you're even close to that. [4:36] You're at 3 5,000 a day. I think you can [4:38] totally spend 50 100,000 a day for sure [4:42] just on that. What will likely be the [4:44] next uh thing that gets in your way is [4:46] that your rorowaz is going to drop. Uh, [4:48] and so typically that's going to be uh [4:50] you're going to need to have option one, [4:53] better lead magnet, option two, better [4:56] creative, option three, superior CRO, [4:59] conversion rate optimization just on the [5:00] the the pages. Option four, improved [5:03] sales efficiency. Option five, all four. [5:06] And then that allows you to scale. And [5:08] like fundamentally, the difference [5:09] between companies that can spend 100,000 [5:10] a day and 5,000 a day profitably is how [5:12] good they are. It's literally just [5:13] making all of those pieces better. And [5:15] that takes time because you can only [5:16] change one of those at a time. time and [5:17] this is why business takes time to grow. [5:19] So, if you've hit a revenue ceiling or [5:21] your entire business relies on you to [5:23] grow, then I'd love to invite you out to [5:24] our headquarters here in Vegas to learn [5:26] how we scale. And so, my team spends two [5:28] days with you to identify the thing [5:30] that's holding your business back. And [5:32] so if that sounds interesting, click [5:33] book a call.

===FILE=== u99G6KwRWQ0 - Why Your Restaurant Marketing Doesn’t Matter.txt
https://youtu.be/u99G6KwRWQ0
Why Your Restaurant Marketing Doesn’t Matter

[0:00] I'm in the restaurant business. So, [0:02] restaurant business. [0:03] Restaurant business. Go. Uh, we do about [0:04] 25 plus million in revenue. Uh, we're [0:07] trying to get to 100. [0:08] Amazing. How many locations? [0:10] We have six. [0:11] What's the What type of dining? [0:13] Uh, actually there are five different [0:14] concepts. [0:16] Uh, two two that are American Pub Fair. [0:18] At least you're focused. That's good. [0:20] Well, there was [0:21] They're all restaurants. [0:23] There was a lawsuit that got in the way [0:24] of growing brand. So, I'm I'm [0:26] um what's stopping us is probably to be [0:28] truthful is me and my business partner, [0:30] which I dragged here. Uh I'm more [0:32] business partner, [0:32] business partner over here. Yeah. [0:34] I'm more the front-facing marketing [0:36] person. He's the impleer finance guy, [0:38] right? [0:39] So, I thought I'd bring him, you know, [0:40] to listen to the spiel. Right. [0:42] So, if I'm looking at the business [0:43] worksheet that we filled out from the [0:45] beginning, [0:46] the problem is the LTV to CAC. [0:49] How do I I don't have those numbers, [0:52] right? Yeah. So in a restaurant I have [0:55] let's say [0:57] I have information from [1:00] our what do we say our [1:04] I'm trying to think [1:05] I'll just our programs [1:06] yeah so restaurants is a such a unique [1:09] business um the thing is is like more [1:13] than anything and this may sound ironic [1:15] it's like on the polar ends of business [1:17] you have restaurants on one side and [1:19] then on the other side you've got super [1:20] high tech and they both converge the [1:22] same truth, which is that in the long [1:23] run, product is the only thing that [1:24] matters. And so at the end of the day, [1:27] you can do all the marketing things you [1:29] want in the world. If the food sucks, [1:30] the food sucks. True. [1:32] And if the exper and also that's [1:33] obviously tailored with the experience, [1:34] the service, the environment, all of [1:36] those other things, but if the [1:37] experience overall is noteworthy [1:40] enough, then you get a lot of like, [1:41] yeah, it was all right. And then they [1:43] never come back and then someone's like, [1:44] oh, I guess we won't try there then. [1:45] Right? It's that those tiny little [1:47] because most people do find restaurants [1:49] through word of mouth and reviews. It's [1:51] like 90% those two sources. I mean, not [1:55] many people are scrolling Instagram and [1:57] are like, "Oh, I will respond to the buy [1:59] one get one." Now, the one exception to [2:01] that is when you have a grand opening, [2:03] which you should have, I'm sure you do [2:04] have hopefully have a grand opening [2:05] strategy for future locations. Um, that [2:08] for sure is hardcore marketing that [2:09] you're doing. But the idea is that you [2:12] never do grand openings until you know [2:15] that the model that you have, the [2:17] experience that you deliver, the food [2:18] that you make, when someone comes in, [2:20] you know that off of the grand opening, [2:22] you can get that that that location to [2:24] full capacity within six months just off [2:26] of the word of mouth of basically the [2:27] initial push, [2:28] which by the way is how all brick and [2:29] mortar should work. with restaurants, [2:32] it's just more exacerbated because data [2:33] collection is harder and gross margins [2:36] are smaller, [2:37] right? And so, um, basically, if if [2:40] you're like, how do I how do I [2:41] aggressively grow the business? It's [2:43] going to be [2:45] mostly the food and the experience, [2:47] which is the sad and also amazing. [2:51] How do I get the finance guy to spend [2:52] money in marketing? [2:55] Um, [2:56] because if I'm looking for that number, [2:57] that CAC number, yeah, [2:58] I don't know how to to get that number. [3:00] So right now let's say let's say [3:02] hypothetically you you spend $0 on [3:03] marketing just for you know shits and [3:05] giggles. So it's like well what's our [3:07] marketing expense right now? Well it's [3:08] zero. You could just reframe that [3:10] question which is like what do we like [3:12] what do we pay in premium across our [3:16] systems our service and our and our [3:18] ingredients that increase the virality [3:21] or word of mouth from the business. That [3:23] alpha that spread is basically the [3:25] marketing. You're just doing it in the [3:27] form of product. Um but to get that um [3:31] finance guy to open like you need to [3:33] have a grand opening playbook that needs [3:35] to include what overstaff we do I mean [3:39] what overstaff we do and how much money [3:41] we're going to spend on ads across all [3:42] channels and what are the kind of [3:44] promotional giveaways that we're going [3:45] to do in the beginning unless it's super [3:48] premium but even then the giveaways [3:49] still happen. They're just different. [3:51] Giveaways are still the way as like [3:53] grand opening strategies. It's just [3:54] going to be exclusive and invite only [3:56] and things like that, but it still works [3:57] the same way. [3:58] Okay. Thank you. Appreciate it. [3:59] Yeah. [4:00] If you're a business owner and you are [4:02] not growing as fast as you'd like, I'd [4:03] like to give you a free gift. So, my [4:05] team and I put together the $100 million [4:08] scaling road map, which is basically 200 [4:09] hours of us looking over all the [4:11] portfolio companies we've had and what [4:13] stages of growth they went through and [4:15] more importantly where they got stuck [4:16] and how they got past it. And so we [4:18] broke it into these 10 stages and we [4:20] made this little kind of quiz thing [4:21] where if you put in your business [4:22] information, it'll tell you where you're [4:24] at. And the most important part for you, [4:26] what to do for each of functions of the [4:27] business across product, marketing, [4:28] sales, customer success, recruiting, IT, [4:30] human resources, and finance. And so no [4:33] matter what you're struggling with, [4:34] someone else has already struggled with [4:36] it and solved it. And so I'd like to [4:38] give you this thing absolutely free. You [4:39] can go to acquisition.com/roadmap, [4:41] plug in your business information. And [4:42] if you want us to actually help you [4:45] deconrain the business and you're trying [4:46] to scale, we'd love to help you out on [4:48] the thank you page genius. Book a call [4:49] with my team and we will look at the [4:52] business, see if we can help, and if we [4:54] can, we'll invite you out to Vegas and [4:55] we'll do this in person live.

===FILE=== uDQrkJZHjWE - The Free Group Model That Converts Better Than Everything El.txt
https://youtu.be/uDQrkJZHjWE
The Free Group Model That Converts Better Than Everything Else

[0:00] Assuming you are an expert, have time to [0:01] build, have an audience of 19K across [0:03] all platforms. Okay. Have credibility [0:05] from a 10ear career in high level [0:06] education, have a low ticket paid [0:07] community, seven blah blah blah. Okay. [0:09] Would you focus on selling onetime high [0:10] ticket one ons [0:12] or group coaching via one-time offers in [0:15] school? Okay, that's two. Or B, building [0:18] a DIY transformation in video module and [0:20] then upselling 101 ones. Okay. [0:24] So I will I will reiterate the model [0:27] that has been working best across [0:28] everyone which is a two group model. One [0:30] is free, one is paid. The free group has [0:34] four conversion points. You have the [0:36] five module VSSL which is a webinar [0:38] where you basically position them. The [0:40] last video is a CTA. Uh you DM all the [0:43] new members that come in because it's a [0:44] lot easier to get people to start a free [0:46] group and you include a one-on-one [0:47] onboarding call. You do a weekly webinar [0:49] inside of there where you, you know, [0:50] provide value and then you soft pitch. [0:52] Um, and then there's a fourth conversion [0:54] point that I forgot, but those are the [0:55] three. If you just did those three, [0:56] you'd still be further along with most [0:57] people. Drive everything to the free [0:59] group. That's the lead magnet. You have [1:01] three or four ascension points that get [1:02] people uh on the phone to then sell them [1:06] into your paid community. The paid [1:07] community you can have as a one-time [1:08] thing, uh, you know, an annual [1:10] membership, or you could have it as a [1:12] monthly. To me, it doesn't matter as [1:13] much from that perspective, but that's [1:15] that would be the playbook.

===FILE=== uiSkLIy58_U - Do 100 Reps, Then Find the Top 10%.txt
https://youtu.be/uiSkLIy58_U
Do 100 Reps, Then Find the Top 10%

[0:00] But if you want to learn a new skill, [0:02] the fastest way that I do it that's [0:03] outside of courses or anything is [0:05] tremendous volume of activity. So [0:07] whether that's like I want to take a lot [0:09] of sales calls, I want to do a lot of [0:10] outreach. I want to make a lot of [0:11] content. I want to do a lot of customer [0:12] success calls. Whatever it is, you do a [0:14] hundred of those. And then you see what [0:16] are the top 10% of these? Okay, what did [0:19] these top 10% have different than the [0:22] other 90? And then I say, okay, well [0:24] these ones had these three things that [0:26] were different. Let's try and do those [0:28] three things on the next hundred. And [0:30] then because of the variety of life, [0:31] there's going to be some new variables [0:33] that exist that you look at the top 10% [0:36] of the next hundred and you're like, [0:37] "Okay, we did those three, but there's [0:39] also two more things that happen in this [0:41] 10 versus the other 90. Now, let's do [0:43] all five of those things." And over [0:45] time, this is how you develop a [0:46] checklist for making banger content and [0:49] banger videos. And I'm sure like there's [0:51] this clip David Prell talks about Chris [0:54] Rock's creative process and he says, [0:57] "How is it that you see Chris Rock at [0:59] Madison Square Gardens and it's just [1:01] like 60 minutes of just fire?" You're [1:03] like, "How is this guy so funny?" And [1:05] it's because what you don't see is the [1:07] many small clubs and the first club that [1:09] he goes to and does a whole hourong set [1:11] and has like three moments that people [1:14] laugh a lot about. And he's got like [1:16] five minutes that are good. And the [1:17] other 55 minutes basically suck. And so [1:20] the next time he goes to a club, he [1:22] takes those five minutes, puts them at [1:23] the front, and then he tries all new [1:25] material for the next 55 minutes. And he [1:27] gets another five minutes. And he [1:29] continues to repeat this process and put [1:30] the new stuff at the front until [1:32] eventually has 60 minutes of [1:33] uninterrupted laughing. And then people [1:35] are like, "Oh my god, he's so talented. [1:37] I can't believe that he can just stand [1:38] up there and talk into a microphone and [1:40] make everyone laugh." Cross age [1:42] boundaries, cross cultural boundaries, [1:44] um, cross, you know, all of the [1:46] boundaries that you might imagine. How [1:47] can he be so funny to everyone? That's [1:49] how how can that guy be so good at [1:51] writing? Well, he looked at the stuff [1:52] that he wrote. He found the best stuff, [1:54] made it into the few things that he [1:56] always does, and then kept writing. And [1:58] that fundamentally is the process of [1:59] learning anything. And it's usually not [2:01] one thing. It's many small things that [2:02] when added together in aggregate create [2:04] the outsized returns. Real quick, I'm [2:06] going to show you the exact 10stage road [2:08] map from zero to 100 million plus that [2:11] less than 1% of companies finish. I've [2:13] now done multiple times. And so I can [2:14] say with a lot of confidence that these [2:16] are the stages as headcount increases [2:18] that you need to get through. And I [2:20] broke each of these down by eight [2:21] different functions of the business. [2:23] What the constraint feels like, like [2:24] what are the symptoms of it when you're [2:26] going through it and then what steps we [2:28] actually took to graduate. And we've [2:29] done this across software, physical [2:31] products, uh, service businesses, [2:33] brickandmortar, all of this, and it [2:35] works. And it's my gift to you. It's [2:37] absolutely free. And so the link's in [2:38] the description, but you just go [2:39] acquisition.comroadmap. [2:41] Just enter your info and it'll spit it [2:42] right back to you. Offering.

===FILE=== v1uoKmNAOl4 - Why You Keep Pivoting (And How to Stop).txt
https://youtu.be/v1uoKmNAOl4
Why You Keep Pivoting (And How to Stop)

[0:00] Okay. How do you stop constantly [0:01] pivoting before execution when each new [0:04] idea seems more rational than the last? [0:06] I'm stuck in analysis and can't commit [0:08] to anything. Okay. So, the reason each [0:12] new idea feels more compelling than the [0:14] last is that you're actually running on [0:15] this lovely loop here. Um, which is one [0:18] of my favorites, which is basically the [0:20] the doom cycle. So, you start here and [0:24] then you get really excited. This is [0:26] called uninformed optimism. [0:30] This is where you see the new idea and [0:32] you're like, "Holy [ __ ] this looks [0:33] awesome." Then you find out more about [0:36] that idea and then you get into informed [0:40] pessimism. [0:41] Oh no, this isn't as easy as I thought. [0:43] I'm not going to become a millionaire [0:44] overnight. And so then what you do is [0:46] you go into the valley of despair, which [0:48] is the sad face. And then at this point, [0:50] what you do is you find another shiny [0:51] object. And so you just keep doing the [0:53] cycle over and over again. The only way [0:55] to get out of it is basically make it [0:57] through the valley of despair. So that [0:58] you then get to informed optimism rather [1:02] than uninformed optimism, which then [1:04] leads you to achievement. All right? And [1:06] so you're basically going through the [1:08] same cycle over and over again of uh [1:10] something that I'm doing sucks because I [1:11] just found out about it. I found this [1:13] new thing. I don't know much about it, [1:14] but it sounds exciting. I found out [1:16] more. It's not as exciting as I thought. [1:17] Let me look for something else. I'll [1:19] tell you a story that my CFO, Suzanne [1:21] Shifflet, told me a long time ago. She [1:23] said, "Alex, in all my years, all I can [1:27] tell you is everything's got shit." [1:29] She's like, "I've been in this business, [1:31] this business, this all businesses have [1:33] problems. All all businesses have [ __ ] [1:35] And the reason that the grass is so [1:37] green on the other side is because it's [1:38] fertilized with manure." All right? And [1:40] so, every single business that feels [1:42] like it's easy is only a signal that you [1:45] don't know enough yet. That is a promise [1:46] that I can make to you. And I can say [1:48] that last year um maybe it was 2024 was [1:51] the first year in my whole career where [1:52] I actually was like I don't think I have [1:54] this whole shiny object thing as much as [1:57] I used to. And I would say that for the [1:58] first 13 years of my career, it was like [2:01] a huge problem for me. And uh the story [2:03] that like when it became real for me was [2:06] a friend of mine uh made like 50 million [2:08] in crypto in a quarter. And um I was [2:12] like holy [ __ ] And not once in my mind [2:14] was I like I should get into this. I was [2:17] like, I have no idea how that works. I'm [2:18] glad he spends all his time doing it. [2:20] I've got my own thing going on. Because [2:22] there's so much debt that you have to [2:23] pay down to get good at anything that [2:26] once you start really going down the [2:28] path, it's like the thing that we have [2:30] to think about is [2:32] let's say this is year one, this is year [2:34] two, this is year three with whatever [2:37] business opportunity you're on, right? [2:40] You want to at year three say I want to [2:42] jump to this new opportunity because it [2:44] looks more exciting. And it looks more [2:45] exciting because you think the growth [2:46] rate is more compelling. But what that [2:48] really looks like is like, okay, maybe [2:50] this is year one of the new thing. But [2:52] the thing is is year one of new thing is [2:55] still year four of the old thing. [2:59] But then you're like, okay, but maybe my [3:00] growth will be faster. So maybe I'll be [3:02] at year three at year two on my new [3:05] thing. Yeah, but then I have to compare [3:07] it to year five of my old thing. And [3:10] this is how compounding works over the [3:12] long haul is that like I talk about Mr. [3:15] Panda a lot who's my neighbor or was my [3:17] neighbor um who owns Panda Express. If [3:20] you were to talk to him 45 years ago and [3:22] say hey what are you doing? He's like oh [3:24] I'm a China man and I'm going to make a [3:26] Chinese chicken shack. I want to say [3:28] chicken shack. Um most people would say [3:30] hey that's not a very good opportunity [3:31] vehicle. Why are you going to do that? [3:33] Well you know 45 years later he's a [3:35] decad billionaire. So how do how do you [3:37] do that? He just kept selling chicken [3:39] and made it the absolute best in the [3:40] world. Uh raising canes has seven [3:42] ingredients on the menu, right? They [3:44] keep it so simple on purpose because [3:46] they've tried to to eliminate all [3:48] complexity in the business which allowed [3:49] them to scale. And so you can only get [3:51] that depth of knowledge with the comp [3:52] with basically surface area of exposure [3:55] to the opportunity. And so you have to [3:57] see the ridges. You have to get into the [3:59] texture. And so you have to get past the [4:01] point where you feel like it no longer [4:02] makes sense because that's the point [4:04] where everyone stops. And so if you see [4:06] people who are successful, I will give [4:08] you a belief that I have that has served [4:09] me well, which is that if someone else [4:11] can do it, they're made from the same [4:12] flesh and blood that I am, I can use the [4:14] same hands and the same feet and the [4:15] same mouth to do the same things that [4:17] they're doing. There's nothing that [4:18] makes them any better than me. And I can [4:20] do it. And so all I have to do is I have [4:21] to model what they're doing. And if I [4:23] model exactly what they do, I should be [4:24] able to get what they're doing. But if [4:26] I'm me, I'm like, well, if I do twice as [4:27] much or three times as much, then I [4:29] should be on a long enough time resin be [4:30] able to beat them. And fundamentally, [4:32] that has been my viewpoint of the world. [4:33] And if you have the struggle, it's [4:34] because you need to stick with it. If [4:37] you're a business owner and you are not [4:39] growing as fast as you'd like, I'd like [4:40] to give you a free gift. So my team and [4:42] I put together the $100 million scaling [4:44] road map, which is basically 200 hours [4:46] of us looking over all the portfolio [4:47] companies we've had and what stages of [4:50] growth they went through and more [4:52] importantly where they got stuck and how [4:53] they got past it. And so we broke it [4:55] into these 10 stages and we made this [4:57] little kind of quiz thing where if you [4:58] put in your business information, it'll [5:00] tell you where you're at. And the most [5:01] important part for you, what to do for [5:03] each of functions of the business across [5:04] product, marketing, sales, customer [5:05] success, recruiting, IT, human [5:07] resources, and finance. And so, no [5:09] matter what you're struggling with, [5:11] someone else has already struggled with [5:12] it and solved it. And so, I'd like to [5:14] give you this thing absolutely free. You [5:16] can go to acquisition.com/roadmap, [5:17] plug in your business information, and [5:19] if you want us to actually help you [5:21] deconstrain the business and you're [5:23] trying to scale, we'd love to help you [5:24] out on the thank you page. You can just [5:25] book a call with my team and we will [5:28] look at the business, see if we can [5:30] help, and if we can, we'll invite you [5:31] out to Vegas and we'll do this in person [5:33] live.

===FILE=== vAYHqExM13o - The Moment I Realized Private Equity Had a Better Game.txt
https://youtu.be/vAYHqExM13o
The Moment I Realized Private Equity Had a Better Game

[0:00] Because last interview I asked Leila if [0:02] there were any unexpected consequences [0:04] of becoming famous on the internet. Uh [0:07] and she basically hinted at no uh [0:09] besides the hate portion. And uh I guess [0:14] I just want to know tactfully how do you [0:16] guys get into an opportunity and have a [0:19] really good idea of what it's going to [0:20] look like? because it's kind of the [0:22] balancing I'm going to have to do a lot [0:24] of volume to acquire this skill, but [0:25] also I kind of know what uh work it's [0:29] going to take because content or when [0:32] you switched I think you sold Allen and [0:34] went to acquisition [0:36] pretty quickly after uh had you just [0:39] been observing like different private [0:40] equity and that kind of thing? [0:42] Um there was a there was a few things [0:44] that kind of contributed to starting [0:45] acquisition.com. One is that Leila and I [0:46] had made two investments in 2020 prior [0:48] to us selling the company in at the end [0:50] of 21. So we had we'd almost had you [0:51] know a year and a half where we had made [0:53] these two investments and they had gone [0:54] really really well and I was like this [0:56] is really cool and then when we ended up [0:59] going through the process of um selling [1:01] Allen and Prestige Labs and Gym Launch [1:03] all in 2021 um we dealt with a lot of [1:06] private equity firms and I remember [1:07] there was a moment where I was sitting [1:10] at the table and it was all of their [1:12] team the private equity team and all of [1:14] my team and I had a few kind of like [1:17] conclusions that I that I came away [1:18] from. Number one is that their team was [1:20] more talented than my team and that's [1:21] why their team was going to make more [1:22] than mine. And the second was that the [1:24] guy who was about to buy the business [1:25] from me was going to make more money on [1:27] my business than I was. I was like, [1:29] "Huh?" And he didn't even start it or [1:31] found it or know anything about gyms. I [1:33] was like, "That's weird." And I was [1:36] like, "He has a better game." And so I [1:39] was like, "I should learn more about [1:40] that game." And so then I spent I spent [1:42] basically all of 2021 talking to every [1:45] single investor I possibly could. um [1:47] every person in the financial world I [1:49] could get my hands on basically um to [1:52] try and understand a model that but I [1:54] was like how do I enter that game [1:55] because like I'm not I don't have 10 [1:57] people who I know who went to Harvard [1:59] and you know have all these banking [2:01] connections like I don't know any of [2:02] those people and so I was like okay well [2:04] what can I do that they can't do and I [2:05] was like I'm pretty good at marketing [2:06] and so I was like okay well I did hear [2:09] and I understood better that what one of [2:12] the things of making you know a good [2:13] investor is being a good picker but I [2:16] can increase the likelihood that I make [2:17] good picks if I just have way more to [2:19] pick from. And so I was like, okay, so [2:21] it's really just a marketing problem. So [2:23] if I can just get more deal flow that [2:25] wants to do deals with me, then I'll [2:26] have a better pick and the deals that [2:28] I'll be able to negotiate will be more [2:29] advantageous even if I'm not the [2:31] brightest tool in the shed. And so that [2:34] was kind of the the thesis behind it was [2:37] can we build and for each and to be fair [2:39] when we started I was like I didn't know [2:40] if it was going to work. I just thought [2:41] of it in likelihoods. I was like, well, [2:42] there's a few need to believes I have to [2:44] believe that I can make, you know, [2:46] content that will give views. So, I [2:47] didn't know, but I was like, I'll see. [2:48] They they do things. I can try and model [2:50] what those people do. You know, the [2:52] second thing that had to need to believe [2:54] is, okay, if I do make content and it [2:56] does work, that doesn't necessarily mean [2:57] that it's going to translate to people [2:58] who want to do deals with me or do [3:00] business with me. So, that was a second [3:01] need to believe. Um, and so those were [3:04] probably like the two big ones that kind [3:05] of straddled the decision overall, but [3:07] they felt believable. And so I was like, [3:12] worst case scenario, I'll just build an [3:13] audience that doesn't generate deal flow [3:15] and I'll figure something else out. Um, [3:17] but that just felt like a pretty good [3:19] idea at the time, which was, uh, if you [3:22] can build an audience that trusts you [3:24] because of value that you've provided [3:26] over an extended period of time, then I [3:29] just had faith that I would figure out [3:31] what to do later. [3:33] Real quick, if you're a business owner [3:35] and you are not growing as fast as you'd [3:37] like, I'd like to give you a free gift. [3:39] So my team and I put together the $100 [3:41] million scaling roadmap, which is [3:43] basically 200 hours of us looking over [3:44] all the portfolio companies we've had [3:46] and what stages of growth they went [3:48] through and more importantly where they [3:50] got stuck and how they got past it. And [3:52] so we broke it in these 10 stages and we [3:54] made this little kind of quiz thing [3:55] where if you put in your business [3:56] information, it'll tell you where you're [3:58] at and the most important part for you, [3:59] what to do for each of functions of the [4:01] business across product, marketing, [4:02] sales, customer success, recruiting, IT, [4:04] human resources, and finance. And so no [4:07] matter what you're struggling with, [4:08] someone else has already struggled with [4:10] it and solved it. And so I'd like to [4:12] give you this thing absolutely free. You [4:13] can go to acquisition.com/roadmap, [4:15] plug in your business information, and [4:16] if you want us to actually help you [4:18] deconstrain the business and you're [4:20] trying to scale, we'd love to help you [4:22] out on the thank you page. You can just [4:23] book a call with my team and we will [4:26] look into business, see if we can help. [4:27] And if we can, we'll invite you out to [4:28] Vegas and we'll do this in person live.

===FILE=== vMtyb9dW0nw - How to Make Risk-Adjusted Bets in Business.txt
https://youtu.be/vMtyb9dW0nw
How to Make Risk-Adjusted Bets in Business

[0:00] So I was I was thinking about what you [0:01] were saying earlier with regards to risk [0:04] and our ability to detect it. So the [0:07] other part of that that's been really [0:08] interesting is we also not only do we [0:11] detect more threats, we also [0:12] overemphasize how catastrophic they [0:15] could be and the converse of that is we [0:19] rarely identify the upside. And when we [0:22] do, we typically underestimate the [0:24] upside. And I think this is something [0:25] that a lot of people don't talk about as [0:27] much. Um, obviously I always have a [0:29] business, you know, hat on literally. [0:32] Uh, and but I think about this because I [0:34] think this is where like you said at the [0:37] very beginning that people complain [0:38] because they cannot accurately view [0:39] reality. And so if we tie that to this [0:42] concept, then it means that people will [0:45] disproportionately blame the universe [0:47] and then perceive significantly greater [0:50] risk for them asking Google out, [0:53] starting a business, taking a loan, uh [0:56] you know, asking a stranger to buy [0:58] something, [0:59] making a podcast and for fear of what [1:01] other people on the internet will say or [1:03] people who know them, right? Right? So [1:04] we we catastrophize this side, but the [1:06] flip side is and you hear this a lot [1:09] when people, you know, do make it and [1:10] what not. They're like, I never dreamed [1:11] it would be this big. Now, some people [1:13] are obsessive and like absolutely have [1:14] thought through everything. I fall more [1:16] on that side. Uh but uh on on the other [1:19] hand though, a lot of people do get [1:20] there and they're like, I never thought [1:22] it was going to be this big. And it's [1:23] because we typically just underemphasize [1:25] the upside, which is where from the [1:27] business perspective, it's like that's [1:28] where the alpha is. That's where the [1:29] outperformance exists. where most people [1:32] think, hey, this bet uh it could go to [1:34] zero. And you're like, h I don't think [1:36] it's going to go to zero. But even if it [1:37] did go to zero, I have a 10x here. And [1:40] so if I have a 50% shot at a 10x and the [1:43] other 50 is zero, I should take that [1:45] shot every single time [1:47] knowing that I'm going to be wrong half [1:48] the time, it still makes sense to take. [1:50] And so I think um people are not good at [1:52] making those riskadjusted return bets um [1:55] obviously financially, but even in the [1:56] very micro aspect of our lives. And so [1:59] the we talked earlier about uh you know [2:01] the cosmic irrelevance and the frame of [2:03] the veteran but there's a third frame [2:05] that I think about a lot which is I call [2:06] it play it out. And so it's like let's [2:08] no let's let's sit in there because [2:09] again fear exists in the vague not in [2:11] the specific [2:12] and in the resistance. [2:13] Yes. And so like when we have these um [2:17] these spec specificities of like okay [2:19] I'm going to start a p I can't start a [2:21] podcast like okay it's this big vague [2:23] thing but no like let's play it out like [2:25] let's see what actually would happen. [2:26] So, I'm going to upload something and [2:28] then people don't listen to it. [2:32] Okay. Well, they didn't listen to it. [2:34] Okay. Well, then that's not a problem. [2:35] Okay. Let's say people, let's say tons [2:37] of people listen to it, which I don't [2:39] know how that magically happens, but [2:40] let's say tons of people listen to it [2:42] and they all hate it. Okay. Immediately [2:45] you have this anxiety that No, but but [2:47] let's play it out. Like, what's happens [2:48] next? It's like, okay, is it going to [2:51] change what I eat? Is it going to change [2:52] where I sleep? Okay, let's say let's say [2:55] I all of a sudden I lose all the money [2:56] that I have. It's like, okay, well, I [2:58] probably have a bunch of people that if [2:59] I really needed to sleep on their couch [3:00] or in a spare bedroom, I could do that. [3:03] Okay, so I'm not really going to be [3:04] homeless. And if I really didn't have [3:05] enough money for food, I can go to a [3:06] homeless shelter and get food, right? [3:08] So, it's like, wait, so my worst case [3:09] scenario is like I have shelter and I [3:12] have food and I'm still breathing air. [3:15] So, that's the downside. And so, there's [3:18] this catastrophizing that we cuz we our [3:20] brains are meant to are meant to keep us [3:22] alive. We literally think if we fail, we [3:24] die. [3:25] Like everyone will will ostracize us [3:27] from the group and we will be alone and [3:29] die. [3:30] And so just actually playing it out, not [3:32] one step, but like two more steps after [3:34] that, you're like, "Okay, so my actual [3:36] downside risk is nothing, but my upside [3:39] is everything I've wanted." And even if [3:42] I even if I'm at 50% off on that, it's [3:44] still worth the shot. Real quick, I'm [3:46] going to show you the exact 10 stage [3:47] road mapap from zero to 100 million plus [3:51] that less than one percent of companies [3:52] finish I've now done multiple times. And [3:54] so I can say with a lot of confidence [3:55] that these are the stages as headcount [3:57] increases that you need to get through. [4:00] And I broke each of these down by eight [4:02] different functions of the business, [4:03] what the constraint feels like, like [4:05] what are the symptoms of it when you're [4:06] going through it. And then what steps we [4:08] actually took to graduate. And we've [4:09] done this across software, physical [4:11] products, uh service businesses, brick [4:13] and mortar, all of this. and it works [4:15] and it's my gift to you. It's absolutely [4:17] free and so the link's in the [4:18] description, but you just go [4:19] acquisition.comroadmap. [4:21] Just enter your info and it'll spit it [4:22] right back to you.

===FILE=== vU3Uo1m_w2k - Helping a Landscaping Business Scale.txt
https://youtu.be/vU3Uo1m_w2k
Helping a Landscaping Business Scale

[0:00] Uh, I own a landscape design [0:02] construction company in the Florida [0:03] panhandle. We sell primarily to [0:07] homeowners. Last year we did around 1.5 [0:10] million in revenue, around 300k net. [0:13] This year closer to 2.2 million and 400k [0:17] net. Uh, I have one main crew, seven [0:21] crew members, and then I sub out another [0:23] like five guys. [0:24] All right. [0:24] Um, I got about 300k in cash. And my big [0:29] goal is to have, you know, a $50 million [0:33] plus landscape and construction firm [0:35] with multiple divisions. [0:36] Enterprise value right now. [0:39] What is it? [0:40] Enterprise value or sales? [0:43] Enterprise value. [0:44] Okay, got it. [0:47] Yeah. So, my main bottlenecks right now, [0:50] uh, it's it's kind of a little bit of [0:51] everything. recruiting ops, uh, deciding [0:55] where to place the big bets, you know, [0:57] buy property, invest in crews, [1:01] um, you know, where to put that big [1:03] allocation of money. So really the main [1:07] question I have is with everything that [1:09] you have with context as far as what I [1:11] do with the the revenue, the net cash, [1:15] what I have in uh you know dry powder, [1:18] where do you think I should put the next [1:19] investment that gets the highest [1:21] compounding return over the next 12 to [1:23] four or 24 months that'll give me the [1:26] closer to my goal? more trucks, you [1:28] know, buying or leasing a property that [1:30] I've thought of that's high traffic area [1:32] that could get me ideal clients, more [1:35] marketing brand or something else I'm [1:37] not seeing. [1:38] Yeah. Well, first off, uh, kudos on the [1:40] question and context and getting to it. [1:42] It actually gives me very helpful. Um, [1:45] so basically you have to 20x, right? If [1:47] you want the $50 million enterprise [1:49] value, so 8 million in IBIDA, call it [1:50] 6x, 6 and a halfx, uh, is what you're [1:53] going to get in multiple. So that gives [1:54] you your $50 million enterprise. You're [1:55] currently doing 400k. So 20x that uh [1:58] would be uh 8 million. So uh we got to [2:01] get to like 44 million, you know, [2:03] topline as the goal. So that's a great [2:05] long-term goal, but in terms of short [2:07] term, the best allocation of resources [2:09] is always going to be the constraint [2:11] because that's where you're going to get [2:12] the highest return. And so the question [2:13] is number one, why can't you do more of [2:16] what you're currently doing? So what [2:18] stops you? [2:20] So right now I am kind of in everything. [2:23] You know, I'm in what you call the [2:25] swamp. Sure. [2:26] You know that$1 to3 million where I'm my [2:28] hands are kind of in everything and I [2:29] don't really have like two to three [2:30] sellers [2:32] that can run crews or you know [2:34] eventually division like I kind of have [2:36] to put out all the fires. Yeah. [2:37] I have to make all the decisions. Yeah. [2:39] And I can market and sell. I've marketed [2:41] and sold up to this point and I think if [2:44] all I had to do is market and sell, I [2:45] could easily take it to 10 million plus. [2:48] Yeah. pretty quickly, but I'm only able [2:50] to allocate maybe 20 hours of my time [2:52] per week, actually [2:54] go do consultations, market, and [2:57] what are close rates right now? [3:00] Close rates are right around 30%. [3:03] Okay. What's the sales motion? [3:07] The sales what? Sorry. [3:09] How do you sell people? Like what's walk [3:10] me through the the process of selling? [3:13] So the process is [3:14] So lead comes in from what [3:16] usually? Yeah. Yeah, they usually come [3:18] in um inbound through organic search, [3:21] organic social. That's where I get about [3:24] 70% of my lead flow right now. [3:26] 60 to 70%. And then they fill out a form [3:29] and then we schedule an in-person [3:31] consultation where we decide what they [3:33] want to do with their property. And I [3:35] have a range of services from everything [3:37] from [3:38] yeah, [3:38] you know, full refreshes to, you know, [3:42] 150k plus landscape design and [3:44] renovation projects. So there's kind of [3:46] a huge range [3:47] and you close on that meeting problems. [3:51] No, it's a two-part CL. It depends on [3:52] what I do. So if it's a design, then we [3:55] have to walk through the property, get a [3:57] design, and then from the design, I try [4:00] to close during the design presentation [4:02] because I bring a proposal with all the [4:04] numbers with it. [4:04] Yeah, got it. Um, do you have any like [4:08] videos or anything that they see in [4:10] between there? [4:12] So I have my social media content. We [4:15] post like three times a day between [4:17] Instagram. [4:20] No. Yeah, I don't have any. [4:22] Yeah. Okay. So, um, one is there's two [4:25] VSSLs that are missing. Number one is [4:27] VSSL between um setting appointment and [4:30] then and then you showing up there. So, [4:31] that's VSSL number one. Number two is [4:34] between first appointment and second [4:35] appointment. Need a second second VSSL. [4:36] So, video sales letter for anyone who's [4:38] listening. Um, we need to do that. I [4:41] would do that so that you could like [4:42] that might be the single largest [4:44] influence on your close rate. And so [4:46] basically like you are properly priced [4:48] without the correct sales motion. So if [4:50] we do that you might boost to like 50 [4:52] maybe 60% close rates. And at that point [4:55] we'd be able to increase the price by [4:57] like 25% 35%. And so when we do that we [5:02] more than double the profit. When we [5:03] double the profit that'll then free up [5:05] the cash so that we can hire some like a [5:07] crew chief um or a crew leader that we [5:10] need. So, is there somebody inside of [5:11] the company right now that you think is [5:12] a leader? I'm guessing no, because that [5:14] person would have already come up. [5:17] Well, there's one guy that is definitely [5:20] uh head and shoulders above everyone [5:21] else. [5:22] Okay. [5:22] He leads he leads the main crew, so like [5:25] the bigger projects, more complex [5:26] projects. He's been in the industry for [5:28] a long time. Then he helps on the [5:29] smaller projects whenever is needed. And [5:32] then he also oversees some of the subs. [5:34] So, he's honestly kind of spread thin. [5:36] And the goal is to get a crew leader to [5:38] make him a full-time project manager to [5:40] make him a pure pro, you know, [5:42] operation. He handles all of the [5:44] operations, [5:46] you know, 20 hours a month. [5:47] Yeah. How much would that cost [5:48] right now? He he he's at about a 75k. [5:51] How much would it cost to No, how much [5:53] would it cost to get him the help that [5:54] he needs? [5:57] Another probably 60k position. [6:01] Okay. So, two options here. I do think [6:05] you should do the VSSL regardless. I'll [6:06] just say that. Number one. Number two, [6:10] are you willing to make $340,000 so that [6:13] you can get the time back to be able to [6:16] like double the revenue of the business? [6:19] 100%. [6:20] Okay. So, if we wanted to go like [6:22] two-step plan, make the two VSSLs, that [6:25] should take a day. This is not long, [6:27] right? And then number two, immediately [6:30] go put out the ads that you need to or [6:32] do the outreach to get the crew leader, [6:35] which would be easier than replacing the [6:36] main guy, [6:37] right? [6:38] Mhm. [6:39] So that you can debottleneck that [6:42] constraint so that you can have that [6:43] person handle most of the fires so you [6:45] can get another 20 hours a week back so [6:47] you can scale the business. [6:50] Got it. Okay, [6:51] that's it. [6:51] And [6:52] that's it. [6:53] Awesome. [6:54] Just do the VSSLs. That'll improve the [6:56] crows rate. That's that's upside. If [6:59] nothing happened, we should still put we [7:02] should should still make 340 so that you [7:04] can get the time back because you can [7:05] still double it assuming no margins [7:07] change, [7:09] right? I gotcha. And where do you think [7:11] we should allocate the the large kind [7:13] of, you know, amount of cash I'm sitting [7:15] on now? [7:16] Well, you're going to need more you're [7:17] going to need more trucks and equipment [7:18] soon. You're going to need more trucks [7:19] and equipment soon. That's what I'm [7:20] going to save it for. [7:22] Yep. [7:23] Okay. [7:24] So, for your business, like where is [7:25] capital going to go? It's always going [7:27] to go towards the constraint. Right now, [7:28] the constraint is talent. So, we're [7:30] going to allocate of the 400, we're [7:31] going to make 340. 60 is going to go to [7:33] the talent. So, we can increase [7:33] capacity. Once that talent comes in, [7:35] you're going to free up your time to do [7:37] more marketing and sales. With the [7:38] improved motion, you should be able to [7:39] close at slightly higher prices, which [7:41] will make up for that 60k pretty easily [7:43] with that, right? We can still grow the [7:45] business. What's going to be the next [7:46] constraint? You're going to be like, [7:47] well, I don't have enough crews or I [7:48] don't have enough uh, you know, mowers, [7:51] whatever, right? Uh that point, it's [7:53] like, great. Well, I'm going to need to [7:54] put out another 150 grand, you know, for [7:56] equipment or whatever. So, it's like, [7:57] great, we're going to put that out and [7:58] that's that's how we're going to roll. [7:59] And then at that point, it might be uh [8:01] talent constraint again, [8:04] right? Gotcha. Okay, [8:06] cool. [8:07] And as Yes. And I did have one more [8:09] question if uh if I have the time. um as [8:12] far as enterprise value goes because [8:14] right now my business is kind of smash [8:16] and grab you know we go in we do the [8:18] project and more or less unless somebody [8:21] calls us for a project down the line or [8:22] you know they give us word of mouth you [8:24] know that's about all I get from them [8:27] should I try to allocate you know maybe [8:29] this is a six or 12 month play more [8:31] reoccurring revenue into the business to [8:33] get a higher enterprise value [8:34] a thousand% if you want to sell this yes [8:37] absolutely [8:38] so the the best [8:40] should be done sooner than here. [8:41] Uh, I mean, yeah. I mean, I would rather [8:43] get you out of the weeds first. So, like [8:45] get your time back. The the first [8:47] basically the first two steps that we [8:48] just said, get the time back, right? [8:50] Then from there with the extra time is [8:52] do I want to expand the existing model [8:53] or do you want to add more reoccurring? [8:54] Either of those would be the next step. [8:56] So, I would probably say I would add the [8:59] reoccurring nature to the business. The [9:01] reason I think this is important or the [9:02] way that I would think through this is [9:03] that most people that I've seen who [9:04] succeed with this model, they will run [9:07] they basically run this as their way of [9:08] acquiring customers profitably and then [9:10] that serves as a phenomenal price anchor [9:12] for the ongoing maintenance and [9:14] continuity. [9:17] Got it. [9:17] So it's like it's $75,000 for a whole [9:20] backyard, you know, a whole backyard [9:22] redo, whatever, you know, plants and all [9:24] that right? and then afterwards [9:25] it's, you know, 800 bucks a month uh to [9:28] to mow the lawn and and keep it going. [9:30] You just made the $75,000 investment. [9:32] You'd rather just have the guys who like [9:34] know where all the pipes are, know [9:35] they're not going to cut one of the one [9:36] of the water hoses, you know, they just [9:38] know where everything is. So, you're [9:39] just like not worried about it. Cool. [9:42] Yeah, absolutely. And then as far as [9:44] acquiring leads for that type of uh you [9:47] know caliber client because that's [9:49] really what I'm looking for with your [9:51] with you going through everybody that [9:53] you contractors and home service that [9:54] you've seen through the workshops. [9:55] What's been the most effective lead [9:57] source? [9:58] It's not like most effective lead source [10:00] because all like there's many. So Google [10:04] search crushes for it. You know again [10:06] all of them every lead source is a [10:08] different sales motion. [10:11] So the way that you treat Google search [10:12] inbound leads is going to have a [10:14] different motion than how you're going [10:15] to treat Facebook meta ads. And the [10:17] conversion rate like you should be [10:18] converting 30, you know, 30% of your, [10:21] you know, Google inbound leads um at [10:24] minimum. And then on meta it might be [10:26] 10, [10:27] right? It's just going to be different [10:28] because it's colder, it's interruption [10:29] based versus intention based. [10:32] Gotcha. Yeah. The only reason I ask is [10:33] because we've invested a lot honestly [10:35] since consuming your content over the [10:37] last two years. cuz we made like a [10:38] thousand pieces of content and I haven't [10:40] really been into meta ads or Instagram [10:43] ads and I've started to gain some [10:44] traction and got some branding from it. [10:46] So that's why I asked. [10:47] No, that's good. I mean, don't stop [10:49] doing that. It's an and, not an or. [10:52] Cool. [10:52] Right. Got it. [10:53] All right. Rock and roll. Appreciate [10:55] you, man. [10:55] Real quick, I'm going to show you the [10:56] exact 10stage road map from zero to 100 [10:59] million plus that less than 1% of [11:02] companies finish. I've now done multiple [11:03] times. And so I can say with a lot of [11:05] confidence that these are the stages as [11:07] headcount increases that you need to get [11:09] through. And I broke each of these down [11:11] by eight different functions of the [11:12] business. What the constraint feels like [11:15] what are the symptoms of it when you're [11:16] going through it and then what steps we [11:18] actually took to graduate. And we've [11:19] done this across software, physical [11:21] products, uh service businesses, [11:23] brickandmortar, all of this. And it [11:25] works. And it's my gift to you. It's [11:27] absolutely free. And so the link's in [11:28] the description, but you just go [11:29] acquisition.comroadmap. [11:31] Just enter your info and it'll spit it [11:32] right back to you. Offering.

===FILE=== vrtM0XsmE18 - How to Funnel a LinkedIn Audience Into a Paid Community.txt
https://youtu.be/vrtM0XsmE18
How to Funnel a LinkedIn Audience Into a Paid Community

[0:00] from LinkedIn to school. 20K LinkedIn [0:02] followers. A lot of people who have [0:04] small LinkedIn followings do really well [0:05] in school. So, I'll just give you that [0:06] as a side note. Like Farhune uh is [0:09] somebody who's done really well [0:10] leveraging LinkedIn audience um around [0:13] like job opportunities for the UK. So, [0:15] something kind of you might want to look [0:16] there at what he does in terms of his [0:18] CTAs. Um but anyway, so you got you got [0:21] just under 5,000 subscribers uh on your [0:23] newsletter, which is great. What's the [0:24] most efficient way to funnel those [0:25] audiences in my new school community? [0:27] All right. So um I my bet here uh is [0:30] keep making the content you are on [0:32] LinkedIn. I would say first comment CTA [0:35] or PSCTA. [0:37] Um usually links out will get [0:38] downgraded. So probably first comment [0:40] with link uh would be my CTA for [0:44] LinkedIn. As for uh email I I mean I [0:49] would say you know I don't want to say [0:51] you know copy my but um I would say [0:54] I wrote I did a there's a video on this [0:56] on my YouTube channel. It says like how [0:57] I turned like $1,000 into $45,000 or [0:59] something like that. Um, but basically [1:01] it's just that you get the best returns [1:04] in marketing are on on email in terms of [1:06] cost and return. And so I would [1:10] structure the emails the same way I do. [1:12] I structure them that way because I [1:14] think they're great. Uh, which is, you [1:17] know, short hook that's pathy. Then very [1:21] clear tactical nugget that someone can [1:23] immediately use. Don't hold anything [1:25] back. Give an example. Then [1:28] CTA like your community has things like [1:31] this in more depth or more personalized [1:32] version. So the big CTA fundamentally [1:34] for everybody two core CTAs either [1:38] you're either CTAing more or more [1:40] personal [1:42] basically. So it's like if you like this [1:44] stuff there's more stuff like this or if [1:46] you like this stuff I can personalize it [1:47] for you right this one does better than [1:50] this one does but both of them work. All [1:52] right. Now this one if you are going to [1:54] personalize it you actually have to [1:55] personalize it. And so that's the work [1:56] part which some people don't want to do [1:58] and that's where you create different [1:58] templates and then you can maybe [1:59] automate some portion of that. Um but uh [2:03] Ed to to to answer your question [2:05] LinkedIn side first comment CTA with [2:07] some sort of lead magnet that's [2:08] associated with the community on the [2:11] emails tactical nuggie put your oneline [2:13] CTA make sure that it is uh contiguous [2:16] with the email so it doesn't seem like a [2:17] copy paste CTA um and yeah that's that's [2:21] how I do

===FILE=== w7g08dVTwaE - Watch this to get your first 5 customers.txt
https://youtu.be/w7g08dVTwaE
Watch this to get your first 5 customers

[0:00] I'm going to show you how to get your [0:01] first five customers in 10 steps the [0:03] wild world of YouTube has videos [0:05] everywhere telling you how to scale and [0:06] grow but I think people over complicate [0:08] it and so this is actually a sneak peek [0:10] from my new book 100 million dollar [0:11] leads which comes out 819 you can go to [0:13] acquisition.com forward slash leads [0:14] let's dive in so the first step to [0:17] getting this going is you need to get a [0:18] list [0:19] Alex you're damn straight you do number [0:21] one I want you to go to your email [0:23] account to pull all the contacts that [0:25] you have in there anybody that you've [0:26] ever messaged or emailed that becomes [0:28] list one list two is I want you to go to [0:30] every single social media profile that [0:32] you have go to your social media [0:33] profiles where you can direct message [0:34] people so if you have followers that you [0:37] can DM I want you to write down every [0:39] single one of those people list number [0:40] three pull out your phone [0:42] look for your contacts I want you to [0:44] export them list one is all your email [0:45] contacts list two is all of your Social [0:47] contacts and list three is all of your [0:49] phone and private personal contacts if [0:51] you add all three of those together you [0:53] will have a shitload more leads than you [0:55] thought you did you're like wait you're [0:56] gonna ask me to contact these people [0:57] slow down [0:58] not yet and we're not going to do in a [1:00] really weird way I'm trying to do in a [1:01] classy way this is how I started every [1:03] business I have and have people thank me [1:04] for it the second step is that you pick [1:06] a platform all right so you have all [1:07] these contacts but you're gonna have to [1:09] pick one platform that you're gonna [1:10] start messaging or emailing them with [1:12] start with the one that you have the [1:13] most people on so if you have the most [1:15] Instagram people or you have the most [1:16] email contacts or you have more people [1:17] in your phone than any of those start [1:18] there step three but what do I say you [1:22] personalize your message so what you [1:23] want to do is you want to use something [1:24] you already know about the person or [1:26] Prospect in order to initiate reaching [1:28] out to them this is also just called [1:30] being a human being what you do is you [1:31] take 30 seconds you look at someone's [1:33] profile and you say oh they've got this [1:34] thing we have something in common and [1:36] you could reach out to them with that as [1:37] your primary message so for example you [1:39] can be like hey Saul you got a baby hey [1:41] saw you switch jobs hey saw you move hey [1:44] you saw that movie last weekend it [1:45] doesn't matter all you need to show is [1:48] that you took the few seconds to [1:50] actually not just blast some sort of [1:52] message step four you reach out and you [1:55] reach out to 100 people every single day [1:57] so let's say you had 3 000 people [1:59] between all your emails all your phone [2:01] contacts and every single follower [2:02] across all your social medias it took [2:04] you 20 years to send your first DM and [2:06] it'll take you two minutes to send the [2:07] second one everything must be hard [2:09] before it can be easy so just get over [2:11] the hump send it just something so you [2:13] can realize that you won't die step five [2:15] what do I say if they reply you warm [2:17] them up I use a framework that I call [2:19] ACA you acknowledge compliment and you [2:22] ask for example I can acknowledge and [2:24] say oh so you have two kids they're [2:26] gonna compliment about the thing so it's [2:28] like wow you have two kids you must be a [2:29] super mom working full-time and having [2:31] two kids when we go to ask we're gonna [2:34] tie our ask to the complim we just gave [2:36] them then we transition to whatever type [2:39] of question that's going to lead them to [2:40] the service we sell if I was selling [2:42] weight loss I'd be like hey so you're [2:43] Superman how do you have time to eat [2:46] right and work out wait a second this [2:48] sounds like selling it's not talking [2:49] [ __ ] humans step six invite their [2:51] friends when you're talking about this [2:53] stuff you're not going to sell them this [2:56] is [ __ ] cute you're not gonna solicit [2:58] them you asked a question they're going [3:01] to tell you stuff and then it's going to [3:02] be like oh yeah by the way do you know [3:05] anyone who's looking for X Y and Z [3:07] because I'm opening up a few slots to [3:10] help people do exactly that you're just [3:12] asking them if they know anybody and [3:14] since you're friends with them and since [3:15] you're contacts you're asking them for a [3:17] favor you're not asking them to buy from [3:19] you this should make you not feel weird [3:21] about messaging people if they say hey [3:23] I'd like to find out more now what they [3:25] have done is they've transitioned from a [3:27] lead to an Engaged lead a lead is [3:29] somebody that you can contact an Engaged [3:31] lead is someone who you can contact [3:33] comma who has shown interest in the [3:35] thing that you sell if she says I [3:37] haven't been able to keep up with my [3:38] workouts Etc now they have shown [3:41] interest in the thing well then how do I [3:43] get them to buy from it we're going to [3:44] give them the easiest offer in the world [3:45] to say yes to you're going to make it [3:46] free they probably know that you're not [3:48] that experienced just be honest the [3:50] reason we do it for free is you say hey [3:52] I'm gonna do all this stuff for free as [3:53] long as you promise to do three things [3:54] one you actually use my service two you [3:56] give me feedback on it and three leave a [3:58] killer review if you think it deserves [4:00] one those are the terms of exchange the [4:02] reason I want you to start with that is [4:04] that one it'll get you more reps two you [4:06] probably suck three you need to learn [4:08] how to suck less and you suck less by [4:09] doing more and it's way easier to get [4:11] more people to work with you if you [4:12] lower the barrier to free you're [4:14] actually getting the better end of the [4:15] deal you might be wondering why I just [4:18] mush the [ __ ] out this banana in my hand [4:19] and it's because the launch of my second [4:22] book 100 million dollar leads is both [4:24] nutritious natural and uh will make you [4:26] lots of money unlike bananas but the [4:28] event itself where I'll be launching it [4:30] on Saturday August 19th will be bananas [4:32] I've spent over a million dollars in the [4:34] event itself and I'm going to be giving [4:35] away a secret thing that I've been [4:36] working on for over four years to [4:38] everyone who's there with me live and I [4:40] I would love to tell you what it is it [4:42] kills me inside that I cannot tell you [4:43] but I want the surprise itself to be [4:45] worth it and I think it will be this is [4:46] a date that you're not going to miss [4:47] it's a day after my birthday and it's my [4:49] way of giving back to you guys for being [4:50] so awesome click the link register and [4:52] I'll see you guys I'll tell you the [4:53] quick story of Warren Buffett and Ben [4:55] Graham Ben Graham was the goat back in [4:57] the day for investing Warren Buffett was [4:59] just a kid out of Columbia and wanted to [5:01] go learn investing and he offered to [5:03] work for Graham for free graham said [5:05] you're getting the better end of the [5:07] deal the actual answer was you're [5:08] overpriced so free was too expensive for [5:11] Graham because Graham knew that he was [5:13] gonna have to invest more in getting [5:14] Warren good enough to actually work for [5:16] him and so right now these customers and [5:18] they are very much customers because [5:19] they are exchanging something for your [5:21] service they're exchanging their time [5:22] and their effort and some stuff later [5:24] that you're gonna have them do just [5:25] because you're not getting paid doesn't [5:26] mean it's free but it is monetarily free [5:28] so gather round [5:31] I'm gonna give you two versions of this [5:33] you say by the way do you know anybody [5:35] who is describe their struggles looking [5:37] to dream outcome in time delay I'm [5:41] taking on five case studies for free [5:43] because that's all I can handle I just [5:44] want to get some testimonials for my [5:46] service or product and we're being [5:48] honest because this is their first [5:49] business and you [ __ ] have no idea [5:50] what you're doing so you better not take [5:51] more than five customers I just had a [5:53] girl named XXX work with me to get dream [5:57] outcome even though she described the [5:59] same struggle the person you're talking [6:00] to is struggling with I'd like to get [6:01] more testimonials to show Works across [6:03] different scenarios does anyone you like [6:05] come to mind if they say no here's a [6:08] really funny way you can respond to that [6:09] you say haha does anyone you hate come [6:11] to mind [6:12] honestly that's when you'll sometimes [6:13] get the real response if you don't have [6:15] time to say all of those things you just [6:18] say I help the type of customer get [6:20] dream outcome in time period without [6:21] effort and sacrifice and I guarantee XYZ [6:24] to decrease risk that's it that's if you [6:27] just have that moment to deliver one [6:28] thing of what do I do some special [6:30] snowflakes are going to be like you [6:31] should never sell your time for nothing [6:32] you suck you have never done this before [6:35] so it would be unreasonable for you to [6:36] be good why would you want to sell sucky [6:38] service to people you know if people [6:40] don't want to work with you even for [6:42] free then ask them why because the [6:44] reason that someone tells you they don't [6:45] want to work with you even for free is [6:47] because there are hidden costs [6:48] associated with whatever thing you sell [6:50] if you figure out what all those hidden [6:52] costs are you can eliminate those hidden [6:54] costs and then be able to charge [6:56] significantly more for your solution [6:58] later compared to the other people who [7:00] charge for it and still include those [7:01] hidden costs so I'll give you an example [7:03] I got solicited in this exact Manner and [7:05] a guy messaged me and said I want to do [7:07] short form videos for you you don't have [7:08] to do anything I will take all the stuff [7:11] you already have online and I will make [7:12] them for you and I'll even post them for [7:13] you like you actually just need to say [7:15] yes and so I said yes and guess what you [7:17] started making short videos and he [7:18] started accepting payments because he [7:19] had removed the hidden costs if people [7:20] get value from this thing that you have [7:22] especially if it's free they're far more [7:24] likely to leave positive reviews give [7:26] you feedback and send their friends and [7:28] family once we have that we have our [7:31] first customers now we go to step eight [7:32] you start back at the top so you had [7:34] that big list and we hit all of the [7:35] months and back again so some of those [7:37] people by the way when you ask them if [7:38] they know anybody they actually just [7:39] give you people that they know that [7:40] might help and you get free leads [7:41] because if you reach out to 3 000 people [7:42] with a free thing you'll get five people [7:44] who will take you up on it I promise you [7:46] so now you're like but Alex I can't work [7:48] for free forever now we're on step nine [7:50] start charging once people start [7:52] referring that's when you know you were [7:53] good enough to start charging when this [7:55] happens all you do is you go back up to [7:57] the script that I just read to you and [7:58] you change free to 80 off and you say [8:01] that's for the next five what do you do [8:03] after that change the 80 to 60 after you [8:05] get those five change to forty then to [8:07] twenty then you're at full price but [8:09] guess what it doesn't have to stop there [8:10] you can go 20 over you can go 40 over [8:13] that because there are no rules and if [8:15] at that point you're way better you may [8:17] Merit that because of the value that you [8:18] deliver because ideally you're charging [8:21] full retail but now you're at 10x the [8:22] value value that you have done has [8:24] gotten better because you figured out [8:25] from the feedback that these people that [8:27] work with you for free have told you so [8:29] that you can make it even better for [8:31] people who pay you once you have those [8:33] people and you started transitioning [8:34] congratulations you are in business and [8:36] you are making money you will at some [8:38] point reach capacity when you fill up [8:40] all your slots with free people and [8:43] discounted people now you have true [8:45] scarcity and so you can ethically sell [8:47] with conviction that you really don't [8:49] have that much room they will desire you [8:51] more because you are scarce from a [8:53] resource perspective and then they will [8:55] pay the same or premium in order to work [8:57] with you and then you turn to your free [8:59] person and you say I am accepting [9:01] somebody who's paying full vote in order [9:03] to do this if you would like me to keep [9:05] doing this for you you would have to [9:07] start paying to match them are you [9:08] comfortable with that if they're not no [9:10] sweat because all you did is you help [9:12] them for free and you say no worries can [9:14] I get the the killer killer review you [9:16] asked me for or I asked you for and [9:18] those Free People you have to love and [9:19] cherish them more than anyone else in [9:21] your life because they're going to get [9:22] you business in three different ways one [9:24] They're Gonna Leave You reviews that are [9:25] going to get your best too they're gonna [9:26] send you people that are going to get [9:27] your business and three they themselves [9:29] May transition into paying you which [9:31] will also get you busy don't think short [9:32] think long and you'll make long money [9:34] now you have paying customers you're [9:36] reaching your capacity you're [9:37] consistently raising your price because [9:38] now there is more demand than you have [9:40] Supply and we have artificially created [9:42] a condition for profit so what's the 10 [9:44] step keep them warm you've got this big [9:45] list of people check in like a human [9:47] being provide value to them on a regular [9:49] basis when you do that you continue to [9:51] reinforce and deposit Goodwill in the [9:53] audience because what will happen [9:54] eventually is you won't even need to ask [9:56] them because you've provided enough [9:57] value you start posting enough [9:59] testimonials enough results talking [10:00] about some of the insurance stuff that [10:02] you're doing right now that people be [10:03] like hey that's actually pretty cool hey [10:04] can I find out more about that and then [10:06] they'll actually start soliciting you [10:07] and that's the game that's how you go [10:09] from zero to hero and get your first [10:11] five paying customers

===FILE=== w9rzkvlMTj4 - 300 People at $300Month = $100K Working 2 Days a Week.txt
https://youtu.be/w9rzkvlMTj4
300 People at $300/Month = $100K Working 2 Days a Week

[0:00] Which option would Alex choose? A [0:02] one-on-one support $99 a month community [0:04] that reduces the price in support after [0:06] reaching 10 plus members reduces the [0:08] price. Well, that penalizes early [0:10] members. So, I wouldn't want that. You [0:12] want to incentivize early movers. Um, or [0:15] a $25 phone community without one-on-one [0:17] support, only courses and group calls. [0:19] Um, 500 people in my free community. My [0:21] niche is coding. So, I think that so I I [0:24] put a video out that's recently done [0:26] really well and it was actually targeted [0:28] at school. So, this is I made that [0:30] community as a rant as response to some [0:33] of these calls. Uh, which is do the [0:35] unscale. Let's see if I can pull this [0:36] up. I think all of you guys should watch [0:37] it because it will it will help you out. [0:39] Um, but in the in the spirit of what I'm [0:43] talking about, uh, let me see here. [0:44] Alexi, I just want to show it to you [0:46] guys so you can see where it is. Okay, [0:47] do the unscalable. So, I'm going to [0:49] share my screen real quick. [0:52] This video right here, do the [0:53] unscalable. [0:55] This was for you guys. So the TLDDR [0:59] answer is I would do the one-on-one and [1:01] I would probably do it as one to one to [1:04] small group. That's what I see as the [1:06] best model for most people. So do $99 a [1:08] month, maybe do $2.99 a month. You [1:10] probably get away with it if it's [1:11] coders. Um and do that as like one on [1:14] six and have it in little cohorts. And [1:16] so if you do one on six and you do that [1:18] 45 minutes every other week, something [1:21] like that, um that can get you if you [1:24] worked call, let's say you did two days [1:26] of calls a week and you work for 10 [1:28] hours on each of those days. Actually, [1:30] let's do let's do eight hours for simp [1:32] simple math sake. Uh then that means [1:35] that you're going to get [1:37] [ __ ] three hours brings you four s no [1:39] nine. Yeah, three. So nine hours. We'll [1:41] do nine hours for simple math. So that's [1:43] going to be 12 sessions time 2 is 24 * 2 [1:46] is 48 because it's every other week. So [1:48] 48 sessions times six people. Uh so 48 * [1:52] 6 call it 50* 6. So 300 people at 300 [1:54] bucks a month. That's $100,000 a month [1:56] group. [1:58] And so that's still working two days a [2:00] week. And so that means you can work the [2:01] other five days a week just promoting [2:04] the community and maybe having one day [2:06] that you dedicate to like putting stuff [2:08] inside that's valuable. Like that's a [2:11] simple model. I think a lot of you guys, [2:13] like real talk, some of you guys are [2:15] trying to think about scale and you've [2:16] got like 10 members in your group. Like [2:18] deliver like crazy and then think about [2:21] scale later when you have the resources [2:23] to scale. Like ah that's not scalable. [2:25] Like what are you afraid? Are you upset [2:27] about making a million dollars a year [2:28] doing that like with no employees? Like [2:31] boohoo. Okay.

===FILE=== wMdcdkOsq7g - You Have 8 Seconds to Nail Your Intro.txt
https://youtu.be/wMdcdkOsq7g
You Have 8 Seconds to Nail Your Intro

[0:00] My personal mentor [0:04] messagender.com. [0:06] I That feels weird to click, so I don't [0:08] want to click that. All right. I'm at [0:10] 880 884. Thank you. Okay, let's see. [0:26] Well, seems like you're doing well. I [0:28] mean, you know how to go viral. [0:43] Honestly, these things get into getting [0:45] really deep into like hooks and content [0:47] or whatnot, but for short form, [0:50] honestly, for long form, too, and ads, [0:52] like you guys just have to obsess about [0:54] the first five seconds. Like, I'm just [0:57] telling you. I mean, and in in Tik Tok, [0:58] it's like the first one second. Um, in [1:01] YouTube videos, maybe you can get away [1:03] with the first 10, but for the most [1:04] part, it's like you've got eight seconds [1:07] to nail the introduction. And so, you [1:09] want that to be airtight, no extra [1:10] words, very clear, maps to the thumb, [1:12] maps to the headline. And honestly, part [1:15] of this is like um is just practice is, [1:19] you know, I'll bet you the hook that you [1:20] had in that that that 2.1 if you just [1:23] repeated it and just did other versions [1:25] of that, it would still probably [1:26] convert. Um so what I would do is I [1:29] would look back at all my top converting [1:31] clips, grab the hooks, and then try and [1:33] remake five more with that same hook um [1:36] that still delivered tactical value and [1:38] then made that my next content thing. [1:39] And then just kind of keep recycling [1:41] that that structure.

===FILE=== wdUelpec4ns - How to Win in Saturated Markets.txt
https://youtu.be/wdUelpec4ns
How to Win in Saturated Markets

[0:00] Let's imagine that you're in the [0:01] absolute biggest red ocean, right? Red [0:04] ocean being it's super populated. [0:05] There's blood in the water, right? [0:09] Do you think the business advice niche [0:12] is populated? Do you think there's a lot [0:15] of red ocean in business advice? [0:18] Yeah, probably. [0:20] Right. And so, should I have not gotten [0:22] into this? [0:26] The bloodier the water, it means the [0:28] more fish are there. And so where [0:30] there's the fiercest competition, [0:32] there's also oftent times the biggest [0:35] rewards. Now, that being said, how do we [0:38] merge this concept with the idea of you [0:41] should niche down? Wait, Alex, I thought [0:42] you wrote a book that said, "Hey, the [0:43] riches are in the niches, right?" So, [0:45] how do we merge these two ideas? Let me [0:47] explain because I get questions about [0:49] this. [0:50] In the beginning, you want to [0:52] artificially constrain the pond that [0:55] you're going after so that you can [0:57] compete in a place where the sharks [0:59] aren't swimming. Okay? So, you want to [1:02] be the biggest guy in a puddle. That's [1:05] what you want to do. Biggest guy in a [1:06] puddle. And then you say, "You know [1:09] what? I'm going to go from a puddle to a [1:11] pond because I think I'm I'm too big for [1:13] this puddle." And so, you grow. And then [1:15] you go to the pond. And then once you go [1:17] from the pond, you say, "You know what? [1:18] I'm going to go to a lake. Now I'm in a [1:20] lake because I'm an even bigger fishy. [1:23] Right now I'm in a lake. And then [1:25] eventually you get to the point where [1:26] you say, you know what, I think that I'm [1:29] big enough to go into open class, open [1:32] market and fight in the ocean. Now, if [1:34] we were to look at this trajectory, [1:37] I started as a trainer [1:41] and I talked about nutrition and stuff [1:44] and then I talked about gym stuff [1:48] and then I started talking about [1:52] business stuff. [1:55] So, you're going to have evolutions [1:57] where you can get big enough for a pond [1:59] that you can move on from the pond to [2:02] the lake and the lake to the ocean. It's [2:05] just that it's directly correlated with [2:07] your skill and your experience. And so, [2:10] the reason that the the riches are in [2:12] the niches is that when you're there, [2:13] number one, you're competing against [2:14] fewer people. And so, the upside is [2:16] capped typically. Now, it's usually [2:18] capped at way higher than you think it [2:19] is, but it is capped to a degree. And [2:22] that's okay. But as a result, because we [2:24] are niched down, we're able to charge [2:26] niche prices which give us more profit, [2:28] more pricing power because there's fewer [2:29] people. There's fewer things to compare [2:31] you against, right? And so there does [2:33] come a time where you can go uh move the [2:36] market, right? Move your market rather [2:39] um to go after a different segment or a [2:41] broader segment. So let me walk walk [2:44] through what you can how to think [2:46] through this evolution for a business. [2:49] So let's say that your current business [2:52] is this little dot here. Okay, [2:55] there are five directions that we can [2:57] move with this dot. We can go. So let's [2:59] imagine this is a we've got a triangle [3:01] of a marketplace. Okay, so this is where [3:03] you this is where you inhabit. You can [3:06] go up market. All right. So for example, [3:10] um in my gym launch days, I could [3:13] instead of serving single location [3:15] fragmented gym owners, I could go to [3:17] franchisers, right? multilocation owners [3:20] and franchisers. So I have oneoff gyms [3:23] here. Now the next direction, so this is [3:25] direction number one I can do. Direction [3:27] number two is I can go down market which [3:30] would be that I could go after trainers. [3:33] There's way more trainers. They have way [3:34] less buying power, but there's a lot of [3:36] them. There's fewer franchisers than [3:37] there are gyms and there's fewer uh and [3:39] there's fewer gyms than there are [3:40] trainers. Pyramid, right? So that's the [3:44] second thing we can do. The next thing [3:46] we can do is we can go adjacent. [3:49] So instead of gyms, I say, you know [3:51] what? I think I can help Cyros. [3:56] That's what I think I'm going to do. I'm [3:57] going to take my systems. I'm going to [3:58] go into chiropractors. That' be an [4:00] adjacent market. I could also go [4:03] broader, right? Which would mean that I [4:05] would look it this way, [4:08] which means instead of gyms, maybe I [4:10] talk about health and wellness in [4:11] general. And so that means that I could [4:13] go after Cyros, [4:16] med spas, [4:18] anybody, you know, weight loss clinics. [4:21] Oops. [4:25] All of these things are now broader. [4:28] Or I can go [4:31] narrower. So instead of gyms, I say I'm [4:35] only going to work with spin studios. [4:38] I'm only going to work with dancing [4:39] studios. So this is our [4:43] fifth. This is our fourth. This is our [4:46] third. So that gives you five directions [4:48] that you can go in to change the [4:51] direction of the market that you choose [4:53] to play in. Now I outline this and [4:55] what's interesting is that most people [4:56] who are especially smaller business [4:58] owners have never even defined this to [4:59] begin with and they pretty much just [5:00] accept people's money as long as they [5:02] have a pulse and a credit card. There's [5:03] obviously two requirements. Well, let's [5:04] say pulse is optional. As long as they [5:05] have a credit card. Kidding. um that [5:08] that uh that they accept. But the thing [5:11] is is that like you want to get really [5:13] really clear on this um because if you [5:16] don't your customers will be confused [5:18] because they won't know what you're [5:19] really about.

===FILE=== xRzZaHUOk4E - I Run a $4.3M YouTube Channel. What Should I Fix First.txt
https://youtu.be/xRzZaHUOk4E
I Run a $4.3M YouTube Channel. What Should I Fix First?

[0:00] I am a YouTuber. I make travel food [0:02] videos around the world. [0:03] Sweet. [0:03] Uh revenue last year was 4.3 million. [0:07] And I think what's stopping me is a [0:09] couple of things. The key man [0:11] what's profit [0:12] issue profit is me to ask. It wasn't on [0:14] the thing. [0:15] 3 [0:17] roughly over 70%. [0:18] Great. Love it. Love this for us. [0:21] Yeah. [0:21] Uh I I think the what's stopping me is [0:24] two things. one key man issue that I [0:26] need to be involved in so much of [0:27] production [0:28] and second that we're not putting [0:29] sponsors on every single video. [0:32] Okay. So, [0:36] okay. So, said differently, we could [0:38] make more money if you made more videos, [0:40] right? [0:41] Or you made more per video. [0:44] Mhm. [0:44] Right. So, right now, um [0:49] how much more would you make per video? [0:51] Basically, if you maxed out your [0:52] sponsorships, how much more would you [0:55] make? [0:56] I would have to do the math, but let's [0:58] say [1:01] about $800,000 [1:04] in total for the year. [1:06] 800,000 extra for the year. Yeah. [1:07] Yeah. Okay. So, make 20% lift if you [1:09] were if you just maxed out your [1:10] monetization. So, you're 80% utilized [1:13] right now. You get a 20% lift if you [1:15] just sold a few more sponsors. [1:16] Yeah. [1:17] Okay. So, that's not a huge lift. Um, [1:19] what do you want to have happen? What's [1:20] the goal? [1:22] Um, well, I would like to make more [1:24] revenue, but also just have my company [1:26] run more efficiently so I'm not [1:29] always the bottleneck for everything. [1:31] Yeah. So, you're in the videos, right? [1:34] Yeah. Correct. [1:36] Um, [1:42] what parts of the vid? So, right now, [1:43] are you involved in everything with the [1:44] videos or just showing up? [1:46] A lot. So, [clears throat] it would [1:48] probably break down to helping with [1:50] research, doing multiple rounds of [1:51] feedback on research before we go to a [1:53] shoot for pre-production, [snorts] doing [1:55] the actual shoot, doing voice over, and [1:57] then reviewing each video sometimes [1:59] three to four times. [2:00] Yeah. So, it sounds like you just need a [2:02] YouTube strategist that you'd headunt [2:03] from somebody else's channel that you'd [2:04] be able to pay more because you can [2:06] because you have the cash flow to do it. [2:07] And that would probably take 50% or more [2:09] of your workload off your plate. And [2:11] that would buy you just mental bandwidth [2:13] back. Um, you would technically make [2:15] less money because you would pay one [2:17] more person. But I think you could make [2:18] 3.15 instead of 3.3 and probably like [2:21] live a happier life. [2:22] Sure. [laughter] [2:23] And then if you had that extra time, [2:25] maybe you could sell those extra [2:26] sponsorships to get that 20% lift. Um, [2:28] but I think the the real lever would be [2:31] how many videos a week are you making? [2:33] Um, two per week. [2:34] Two per week. Yeah. I think so. The [2:38] business that you're in is so leveraged [2:40] on quality, [2:41] right? that. So, I'll give you an [2:43] analogy, not to not to um pull from the [2:47] sales, but like if you're in a talent [2:50] business, which you are, right? Taylor [2:52] Swift is like not thinking like, "How do [2:53] I get somebody else to sing these damn [2:55] songs, right?" Like, at some point you [2:57] just get tremendous operating leverage [2:58] from you just being exceptional. Um, and [3:01] I think there's nothing wrong with that, [3:02] right? I make YouTube videos. Like, it's [3:04] it's part of the game. Now, to what [3:06] degree am I involved in pre-production [3:08] and post-production? Basically none. [3:10] Mhm. [3:10] Um I show up and then like what are we [3:12] talking about? [laughter] [3:13] Um but I think that [3:18] How many people do you have on the team [3:20] for media? [3:21] About 21. You have [3:22] 21 people on the team for media. [3:23] Yeah, we we're uh based in Vietnam. [3:25] They're based in Vietnam and I live [3:27] there, too. [snorts and laughter] [3:30] Just so you I'm not here telling them [3:31] what to do. We're all there. [3:32] Yeah. Yeah. You're in it. You're front [3:34] line. I get it. Um, yeah. I think I mean [3:36] I think that you could probably get away [3:38] with like you probably need a high [3:40] leverage person who's very good. So I'd [3:42] be looking at like a $200,000 year plus [3:44] person who's who has experience building [3:47] a channel probably in the travel niche [3:50] similar to yours that's probably bigger [3:52] um to take more off your plate. But I [3:55] think the thing that's going to probably [3:57] excel because like getting the 20% from [4:00] extra sponsorship, sure it's like a [4:01] little extra money, fine. But but if the [4:04] goal was like how do I I mean we started [4:05] this with I would like to have more of [4:07] my time. So I think it's a it's a [4:09] manpower issue um and a willingness to [4:12] pay thing. So if you're in Vietnam I'm [4:14] guessing that you tend to be cheap with [4:16] labor um which I'm fine with. Uh but [4:20] some some roles are worth paying more [4:24] for so you get more out of them. So I [4:26] took your advice from the scaling videos [4:28] that you've [4:29] you put out already talking about people [4:31] in this [4:32] area and hiring that high level person [4:34] and so I've just hired someone to [4:36] function as a COO [4:37] who has a lot of experience in marketing [4:39] companies to doing video production [4:41] big media ops. Okay. [4:42] And so I'm hoping he can alleviate some [4:44] of this. So that's [4:45] that's uh you know he'll be starting in [4:47] a month and so kind of what you're [4:49] saying now will play out and we'll see [4:51] what that does. [4:52] Yeah. One of the things that um Leila [4:54] talks a lot about which is like not [4:56] solving the same problem twice. [4:59] So sometimes solutions to problems take [5:01] longer than we would like them to take [5:02] but we've already have solutions in [5:04] motion and so sometimes we have to give [5:05] time time which is super frustrating. [5:07] But I'm sure someone else here has [5:09] probably started to solve a problem and [5:11] then started a second solution for the [5:13] same problem because the first solution [5:14] hasn't actually started working yet but [5:16] it wasn't supposed to start working yet. [5:18] [snorts] Um and so I would encourage you [5:20] to just not break it. Um he starts in a [5:23] month. Is the reason why was there a big [5:25] delay? [5:26] Um he's finishing his old job, taking a [5:29] month off and then starting and starting [5:30] at the same time I'm getting back to [5:32] Vietnam so we can work together in [5:33] person at first. [5:34] Are you in touch like are you talking [5:36] regularly between now and then? [5:38] Uh we haven't been. [5:39] I would encourage you to for a couple [5:42] reasons. One is like the right type of [5:44] person [5:46] should be obsessed with this stuff and [5:48] you want this person to be the type of [5:49] person that you can like [5:51] you want somebody that you can really [5:52] that should be your intellectual equal [5:54] or superior in this domain [5:57] and if you feel like this person is not [5:59] better than you at this you should not [6:01] hire them. [6:03] Good call. So, you have this kind of [6:05] like one-month trial period. And like [6:06] what I've found out about maniacs in [6:09] general is that they don't stop being [6:11] maniacs when they switch jobs. They're [6:12] just they need something to chew on. And [6:14] so, I would want to have this person [6:18] thinking about my stuff for that month [6:19] so that they come fresh with ideas. And [6:21] I'd want the dialogue going. So, like [6:23] all the fun work stuff before the work [6:25] work stuff starts. Sure. But if the fun [6:27] work stuff he's not he or she isn't like [6:30] mentally stimulating you back and like [6:32] doesn't doesn't seem like they're at the [6:33] same level then you can probably avoid a [6:35] mistake if it's not if the person's not [6:37] good enough. [6:37] Sure. Good call. [6:38] So I would think about that. That's like [6:40] I would do that today and just start [6:42] like hey let's like Mark Zuckerberg met [6:44] with Cheryl Sandberg for a year for [6:46] dinner every single week before she [6:47] started as the COO. The higher the level [6:49] of the person Chiron was friends with us [6:51] for six years before he came on as [6:53] president here. And so the higher up the [6:55] the person is, the more surface area you [6:58] want with them in different conditions, [6:59] seeing how they act under different [7:01] stressors, different scenarios. What if [7:02] they're sleepd deprived? Like I get a [7:05] little worried when someone's like, I [7:06] need to take a month off because I'm [7:07] like, why? [7:08] Right. [7:09] Um like so stressful. It's like if you [7:11] think that was stressful, like you're [7:12] going to die here. So [7:14] uh that that's the only thing that [7:16] concerns me. If you're like, hey, we're [7:18] talking every day and we're like he just [7:19] has to finish his obligations. That I'm [7:20] like good for somebody who keeps their [7:22] word. Um, but I want us to start [7:24] speeding up so that the day you start, [7:26] you've already started weeks earlier. [7:27] We're just officially kicking you off. [7:29] That's how I would approach it. But [7:30] yeah, clearly a manpower issue. Dash [7:32] person give you more operational [7:34] leverage, but the only output that's [7:36] going to matter for you is quality. So, [7:38] it's like how do you reverse engineer [7:40] quality? And it's going to be talent. [7:43] Got it. [7:44] Boom. Thank you. [7:44] Rock and roll. Yeah. If you're a [7:46] business owner and you are not growing [7:48] as fast as you'd like, I'd like to give [7:49] you a free gift. So my team and I put [7:51] together the $100 million scaling [7:53] roadmap, which is basically 200 hours of [7:55] us looking over all the portfolio [7:56] companies we've had and what stages of [7:59] growth they went through and more [8:00] importantly where they got stuck and how [8:02] they got past it. And so we broke it in [8:04] these 10 stages and we made this little [8:06] kind of quiz thing where if you put in [8:07] your business information, it'll tell [8:08] you where you're at and the most [8:10] important part for you, what to do for [8:12] each of the functions of the business [8:12] across product, marketing, sales, [8:14] customer success, recruiting, IT, human [8:16] resources, and finance. And so no matter [8:18] what you're struggling with, someone [8:20] else has already struggled with it and [8:22] solved it. And so I'd like to give you [8:23] this thing absolutely free. You can go [8:24] to acquisition.com/roadmap, [8:26] plug in your business information, and [8:28] if you want us to actually help you [8:30] deconstrain the business and you're [8:31] trying to scale, we'd love to help you [8:33] out on the thank you page. You can just [8:34] book a call with my team and we will [8:37] look into the business, see if we can [8:39] help. And if we can, we'll invite you [8:40] out to Vegas and we'll do this in person [8:42] live.

===FILE=== xw6-p1jbpXA - Patience is relative to the outcome that you’re going for.txt
https://youtu.be/xw6-p1jbpXA
Patience is relative to the outcome that you’re going for

[0:00] I think the patience is relative to the [0:02] outcome that you're going for. [0:04] And so like if you if you're trying to [0:06] climb Everest, right, your rate of [0:09] ascension in terms of altitude is going [0:12] to be significantly faster than somebody [0:14] who's trying to climb a foothill. The [0:17] percentage growth will might be the same [0:20] though. And so a patient person might be [0:21] willing to grow at 1 2 3 4% per year [0:24] towards their ultimate Everest. But it's [0:26] just that 4% of Everest is significantly [0:28] faster than 4% of a foothill. And so the [0:31] absolute difference will be different. [0:32] But the relative difference, which is [0:33] like what I'm quote measuring myself [0:35] against, is where I feel patient. And I [0:36] think that's where um the whole macro, [0:39] you know, uh macro speed, sorry, macro [0:41] patience, micro speed is um is super [0:43] important. So like we still need we [0:44] still have deadlines. We still need to [0:45] move the ball forward. We still have to [0:46] act with urgency. We still have to ask [0:48] the question of like what would it take [0:49] in order to do this in half the time? [0:50] What would it take for us to do this in [0:52] a fifth of the time? And can we do that? [0:53] Let's do that. And I think I honestly [0:55] see a lot of the job of the manager or [0:57] the driver or the operator depending [0:58] what term you want to use as doing that [1:00] which is just consistently pulling like [1:03] pulling the future forward faster and [1:05] like when you're having you know even at [1:06] the tactical level like you're having a [1:08] team meeting and you say hey when can [1:09] you get that done by? They will give you [1:11] a date and then like the follow like you [1:13] know a level one manager a level zero [1:15] manager doesn't ask when there when [1:16] there's when the deadline is. A level [1:18] one manager would be like would just [1:20] accept the deadline. Like a level two [1:21] manager would be like well what else do [1:22] you have? uh that's blocking you right [1:25] now from getting that done. Uh and they [1:27] might say, well, I have these three [1:28] things. And at that point, they might [1:29] say, well, this is more important than [1:30] those things. So, do this first. And [1:32] then with that new knowledge, what is [1:34] your new deadline? And they might say [1:36] like, okay, instead of end of week, I [1:37] can get it, you know, two days earlier [1:39] than that. It's like, okay, how many [1:40] actual hours do you think this work will [1:42] take? And they might say like, well, I [1:43] think it'll probably take four hours. [1:44] And it's like, okay, well, it's noon [1:46] now, so why isn't it not 4:00 today? [1:48] Right? And I think somebody who's [1:50] willing to continue to ask those [1:51] questions and they're like, "Well, I [1:52] could do it, you know, today and I just [1:54] wanted to give myself some time." But [1:55] it's like, well, why? Right? And so I [1:58] think that's that consistent pulling [1:59] forward. And the thing is is like it's [2:01] almost like many confrontational [2:03] conversations that I think are required [2:05] in order to move an entire organization [2:07] at breakneck speed. I mean, I look at [2:09] Elon a lot, you know, as an as you know, [2:11] inspiration from a business perspective [2:13] and all of his competitors talk about [2:15] that just like the maniacal sense of [2:16] urgency that that he carries. And I [2:18] think a lot of it is that is just like [2:19] consistently challenging like what would [2:21] it take and is it worth us doing like is [2:24] it worth it for what it would take? And [2:25] if the answer is yes then let's do it. [2:27] And a lot of people kind of like they [2:29] make their decisions within their frame [2:30] or their realm of reality. Uh when [2:33] that's not based on anything besides [2:34] their own conjecture or some arbitrary [2:36] timeline of what they think it should [2:37] take. Real quick, if you're a business [2:39] owner and you are not growing as fast as [2:41] you'd like, I'd like to give you a free [2:42] gift. So my team and I put together the [2:45] $100 million scaling road map, which is [2:47] basically 200 hours of us looking over [2:48] all the portfolio companies we've had [2:50] and what stages of growth they went [2:52] through and more importantly where they [2:54] got stuck and how they got past it. And [2:56] so we broke it into these 10 stages and [2:58] we made this little kind of quiz thing [2:59] where if you put in your business [3:00] information, it'll tell you where you're [3:02] at and the most important part for you, [3:04] what to do for each of functions of the [3:05] business across product, marketing, [3:06] sales, customer success, recruiting, IT, [3:09] human resources, and finance. And so no [3:11] matter what you're struggling with, [3:12] someone else has already struggled with [3:14] it and solved it. And so I'd like to [3:16] give you this thing absolutely free. You [3:17] can go to acquisition.com/roadmap, [3:19] plug in your business information, and [3:21] if you want us to actually help you [3:23] deconstrain the business and you're [3:24] trying to scale, we'd love to help you [3:26] out on the thank you page. You can just [3:27] book a call with my team and we will [3:30] look at the business, see if we can [3:31] help. And if we can, we'll invite you [3:32] out to Vegas and we'll do this in person [3:35] live.

===FILE=== xy1h4qqF778 - The “Assumed Close” How to Close Deals Without Resistance.txt
https://youtu.be/xy1h4qqF778
The “Assumed Close”: How to Close Deals Without Resistance

[0:08] traveling to come back home or [0:09] something. And during a layover, I saw [0:11] this guy that I used to go to college [0:13] with and he uh he was I didn't think [0:16] this guy was like that much smarter than [0:17] me and like definitely didn't like I was [0:19] in some classes. I was like, I don't [0:20] think this guy is that bright. And he [0:22] sits down next to me and he says uh he's [0:23] like, "Oh, how's how's your gym? I heard [0:25] you got a gym." And I was like, "Oh, you [0:26] know, it's going well." I was like [0:27] trying to be cool. And he's like, "Yeah, [0:30] I've got this supplement store." Um, and [0:32] I was like, "Oh, that's awesome." He's [0:33] like, "Well, I've got two locations [0:34] now." I was like, "Oh, well, fancy you." [0:36] Um, and I said, "Well, what do you guys [0:38] do like a month?" He says, "I don't [0:40] know. We do like 70 80,000 a month." And [0:42] I was like, "In supplements?" [0:45] He was like, "Yeah." And at that moment, [0:47] it was like my mind broke. I was like, [0:49] "If this guy can do this, I'm going to [0:51] find a way." Like, I was like, "I've got [0:53] this whole gym full of people and I [0:54] don't sell them supplements." And so [0:56] when I came back, I was like 100% [0:58] committed to selling supplements. I was [0:59] like, I'm going to figure out how to do [1:00] this. And every single client that would [1:03] walk into my facility after I would sell [1:04] them our service package, I was like, [1:06] "Hey, buy these supplements." Right? Uh [1:09] and they were like, "No, uh I'm not [1:11] going to." And uh it felt horrible. And [1:13] I literally just again and again and [1:14] again, I just kept getting beat up. And [1:16] I had bought all this inventory after I [1:18] talked to that guy. And so this cash is [1:20] just sitting on my shelf. And I was [1:21] like, "I have to find a way to move this [1:22] stuff." And so one day I think I had 15 [1:25] or 20 consultations. So I I had sold a [1:27] bunch of people into a new program that [1:29] was starting and I was doing all the [1:30] one-on-one orientations and I was [1:32] probably like 15 orientations deep and I [1:34] just had no after no after no after no. [1:37] And finally I was sitting down and this [1:39] nice lady walked in and she had like a [1:41] nice ring and a nice purse and I was [1:42] like, "Okay, if I don't sell this woman, [1:45] I'm going to kill myself." And so and [1:47] she was like super upbeat and anybody [1:48] who's ever done sales like you know when [1:50] you see that person you're like I'm [1:51] definitely closing this one. like I I [1:52] have to close this one. Like this is how [1:54] I pay my bills. And so she sits down and [1:57] I remember getting to the end of the [1:59] presentation and I just said instead of [2:01] my normal pitch around like hypertrophy [2:03] and maintaining lean body mass and just [2:05] a whole bunch of jargon that she would [2:06] never even understand. I said, "Hey, uh [2:08] so with the program, I was like, "Do you [2:10] want to do uh you want chocolate or [2:11] vanilla for your protein?" And she was [2:14] like, "Which one do you like?" I was [2:15] like, "Chocolate." She was like, "All [2:17] right, I'll take one of those." And I [2:19] was like, [2:21] I didn't want to scare her away. So, I [2:22] was like, uh, I've got, uh, for the the [2:26] pre-workout, do you want to do kiwi or [2:28] strawberry? I I like the kiwi. She was [2:30] like, okay, I'll do that one. And I [2:32] didn't want to sell anymore because I [2:33] was afraid that she would somehow back [2:35] out. And so, and I didn't want her to [2:38] like make any other purchasing [2:39] decisions, so I said, "Do you want to [2:40] just use the card you have on file?" And [2:42] she was like, "Yeah, that's fine." And [2:44] then I took these off the shelf and I [2:45] and I slid them over to her and she [2:47] grabbed them and she smiled and she [2:50] walked out of the facility and I made my [2:53] first supplement sale and I was like, [2:56] "Holy shit." I didn't even talk at all [2:59] about what these even did or how to take [3:02] them or what the benefits were. I just [3:05] simply asked her which one she wanted. [3:07] And the key was I didn't ask her whether [3:10] she wanted them. I asked her which one [3:13] she wanted. And as soon as I realized [3:16] that, that is when I was introduced to [3:18] the assumed close. All right? It is one [3:21] of the strongest upsells in all of [3:24] business. All right? Like, I can't tell [3:26] you whenever whenever I hear someone, if [3:28] there's ever a sales process that [3:30] generates tons and tons of traffic and [3:32] they're closing anywhere in the 80% plus [3:35] range, I usually know that it's an [3:37] upsell. All right? And the beauty of an [3:39] assumed close is that the prospect is [3:41] choosing between two options that both [3:43] are buying from you rather than whether [3:45] or not they're going to purchase. And so [3:47] the beauty is if you can construct your [3:49] conversations in a way that makes the [3:50] sales seamless and make it assumed that [3:53] they're going to have this extra thing [3:55] with your program, you can immediately [3:57] upsell a big big big percentage of [3:59] customers. Whereas maybe normally you [4:00] might close one out of three or one out [4:02] of four or if you're really good, one [4:03] out of two of customers who walk in the [4:05] door. with an assumed close as an [4:07] upsell, you can sell nine out of 10, [4:09] nine and a half out of ten of the people [4:11] that you sit in front of and you can [4:13] close them at higher tickets at higher [4:15] percentages. And part of the reason is [4:17] because in an upsell opportunity, you're [4:18] selling to a customer who already knows [4:20] and trusts you, right? And if you pair [4:22] the fact that they already know and [4:23] trust you with the fact that you already [4:24] have a purchase that's already happened, [4:26] you have their their information on file [4:28] and then you simply present them with an [4:30] eitheror option that both include [4:32] buying, you will typically get a huge [4:34] percentage to take that option. And so [4:37] um this this assumed closed rapidly [4:40] transformed my business. I ended up [4:42] making just as much if not more from the [4:43] supplement sales in profit than I did [4:45] from my actual facility. Uh it became a [4:48] staple in all the locations that I had. [4:50] I was able to cover all of my [4:51] advertising expense simply from the [4:52] upsells. And so that took all of what [4:55] used to be my service revenue and just [4:56] turn that into profit because I could [4:58] cover all my acquisition costs simply [4:59] with the upsells. Um I taught this to [5:01] all of the facilities that we had and [5:03] they ultimately use that for uh selling [5:05] Prestige Labs, which is the brand of [5:06] supplements that we have that pays [5:08] really really high margins for gyms. Um, [5:10] and so that single experience where that [5:13] lady, bless her soul, just said yes to [5:16] the either or option is what [5:18] significantly changed a huge part of my [5:20] life. And so anyways, I hope uh you take [5:22] something from that. I hope there's [5:23] there's something you can look in terms [5:25] of your sales process, in terms of [5:26] something you could upsell. It doesn't [5:27] have to be a product. It can be a [5:28] service. Um, it could be, you know, it [5:30] can obviously be any kind of retail [5:31] stuff. Physical products is really easy [5:32] because you already sold service. a next [5:35] that you want to think about what's the [5:36] next natural thing that they're going to [5:37] want to need or or want or going to have [5:39] to normally buy on their journey. And if [5:41] you're like, I don't know how to find [5:42] something like that, you just simply [5:44] look at what the normal things that a [5:46] normal that a customer will buy in [5:47] addition to your services as a result of [5:49] the decision. You know, fitness is an [5:51] easy one. People will go buy clothing, [5:53] uh fitness clothes, they buy shoes, they [5:54] might buy some at home stuff, they might [5:56] start downloading some apps, they might [5:57] get different groceries. Uh so that's [6:00] food or food prepping, food prep [6:01] materials, a crockpot, like all of those [6:03] things are things that be accompanied, [6:04] then obviously supplements. And so a lot [6:06] of times when a consumer makes a [6:08] decision to work with you on a service [6:09] side, there's other additional purchases [6:11] they're going to make. And if you can if [6:13] you can if you can predict what those [6:15] are, which you should know, and weave [6:16] those into your sales process as an [6:18] eitheror decision, you will usually get [6:20] a very big percentage to uptake. And a [6:22] lot of times those upsells can be all [6:24] profit for you and even offset the [6:25] entire cost of acquisition of getting a [6:27] new customer. So, I can't even stress [6:29] how how impactful this was on my life. [6:31] And so, anyways, hope you found that [6:32] valuable. Hope that was cool. Um, if you [6:34] like this stuff, you know, like, [6:35] subscribe, all that kind of jazz. Um, [6:37] and I think I've got some trainings that [6:38] you can go through for free and go click [6:40] do that. And, uh, catch you soon. [6:48] [Music] [6:55] [Music] [6:56] [Applause]

===FILE=== yEmM9JygeEo - Stop Selling From Your Own Wallet.txt
https://youtu.be/yEmM9JygeEo
Stop Selling From Your Own Wallet

[0:00] Stop selling from your own wallet. [0:01] Especially if you're one of the people [0:02] who, you know, you're in that in that $2 [0:05] category, right? You're that bottom 50% [0:07] right now. I get it. I've been there. [0:09] You have to forever imagine. This is a [0:11] gift. Forever imagine that everyone is [0:13] rich. So, here's the reality that will [0:15] shock you. That top 10% top 10% of [0:18] Americans have a million dollar plus net [0:20] worth. One in 10 people, one in 10 [0:22] people million dollar net worth. They've [0:25] got the money. You just aren't selling [0:27] them something that they want. And you [0:30] might even be, and this happens a lot, [0:31] especially for newer business owners. [0:32] You might even be too cheap for them to [0:34] even believe that you're good. Like we [0:36] had a company that uh that was in the [0:38] health space a while back, and looking [0:41] at all the research, it was a doctor and [0:43] all this stuff. And I just fundamentally [0:47] believed that they were mispriced. And [0:49] so what I did was I raised I wanted to [0:51] raise the price by double. You fought me [0:52] back and forth forever. And I I was able [0:54] to finally get a 50% price raise [0:56] through. But guess what happened? We [0:58] raised the price by 50%. That's a lot. [1:00] What do you think it did to the close [1:02] rates? They went up. They were so cheap [1:06] compared to the promise and what they [1:08] were delivering that people didn't even [1:10] believe that it worked. And so, some of [1:12] you guys are so cheap because you're [1:14] selling out of your own wallet. You're [1:15] selling based on what your friends and [1:16] family who might also be in that $2 [1:19] bottom 50% uh are telling you. But the [1:22] why would you listen to the people who [1:24] don't have money on how to get money? [1:25] They don't know where it is. they don't [1:27] know how to get it. And more [1:28] specifically, they don't know how to [1:29] serve the people who've got it. So, [1:31] that's the first thing. The second thing [1:34] is that if you're going to do this, [1:37] listen to me on this. Whatever your [1:39] upsell is, 5 to 10x the price. And then [1:42] just make sure it's something that you'd [1:43] be happy to deliver for 5 to 10 times [1:45] the price. Sometimes I'll get push back [1:47] from people who are like, "Ah, that [1:50] would that would be so much work." And [1:51] I'm like, "Cool, we have value and we [1:53] have price. move one of them. Either do [1:56] less or charge more. I would encourage [1:58] you to just charge more, right? And so [2:00] if I were to say, "Hey, I want you to 10 [2:02] times the current price of your upsell." [2:04] What would you do that would absolutely [2:06] blow people away? How much does that [2:08] actually cost you? When you look at the [2:10] cost compared to that 10 times bigger [2:11] price with a zero on the end of whatever [2:13] your core offer is, you might find it's [2:14] like actually it's only like, you know, [2:16] 5% of that price. It's like, right, [2:19] really high margin. [2:21] So, as long as you're happy making more [2:24] money, serving fewer people, go do that. [2:27] The third one is that you should expect [2:29] only one in five or one in 10 people to [2:30] say yes. Expect more nos. And this is [2:34] the sweet spot of making money, right? [2:36] The sweet spot isn't the most yeses, [2:38] it's the most money. And that is never [2:41] with the most yeses. So, if you pitch [2:43] your 10 times bigger price to this [2:46] bottom 50%, none of them are going to [2:48] say yes. and you're going to mistakenly [2:50] believe that this is a bad idea. But the [2:52] reality is that you're just not talking [2:53] to the people who have the money. And so [2:55] you should expect that if you have a [2:56] representative amount of people that you [2:58] speak with, one in 10, maybe even one in [3:00] a 100red is the is the person who is the [3:03] correct avatar. And for that person, you [3:05] might also find they'll just say like, [3:06] "Yeah, that sounds good." You'll be [3:07] like, "Oh my god." And I only say this [3:09] to somebody who's had it happen for the [3:10] first time. You're like, "I can't even [3:11] believe this is possible. I can't [3:12] believe this person would give me this [3:13] much money." It's because to them, it's [3:15] not that much money. It's only that much [3:16] money to you because you still live [3:18] here. [3:19] If you sell to rich people long enough, [3:21] they will make you one of them. [3:25] And so with your upsell, make it crazy. [3:28] And this is called an anchor for a [3:29] reason, right? If no one buys it, no big [3:32] deal. Or most don't, no big deal. But [3:34] the good news is that it'll still help [3:36] you sell the rest of everyone else at a [3:38] higher percentage and even at a higher [3:40] rate because it'll look like a good deal [3:42] in comparison. [3:45] And I said this before, but I'll say [3:46] this again. [3:48] The next reason is the only thing worse [3:50] than selling a $1,000 thing to a $100 [3:52] buyer is selling a $100 thing to $1,000 [3:54] buyer. In the first, you lose a hundred [3:56] bucks. In the second, you lose 900. And [3:58] not only that, that 900 is probably [4:00] disproportionately profit. And this is [4:01] what no one understands. This is why [4:03] most businesses don't make money. They [4:05] just try and sell to these people who [4:07] are the biggest pain in the butt. And [4:08] the thing is is you see so many of them [4:10] that you're like, "Oh, this must be how [4:11] it works." No, it's not how it works. [4:13] It's just how you're working. This is [4:15] how the average business works, which [4:16] why the average business doesn't make [4:17] money. They don't go to where the [4:19] money's at. The next reason is you have [4:22] to think about absolute profit rather [4:24] than relative profit. And you'll be [4:26] blown away. So, a single person paying [4:29] $10,000 for something that costs $2,000, [4:34] a single person, right? one, right? [4:38] Buying a $10,000 thing that cost $2,000 [4:42] is the same [4:45] as 400 people [4:48] buying a $50 thing that costs $25. [4:55] These are the same. [4:58] So, do not underestimate the power of [5:01] large prices in small quantities. If [5:03] you're a business owner and you are not [5:05] growing as fast as you'd like, I'd like [5:06] to give you a free gift. So, my team and [5:08] I put together the $100 million scaling [5:11] roadmap, which is basically 200 hours of [5:12] us looking over all the portfolio [5:14] companies we've had and what stages of [5:16] growth they went through and more [5:18] importantly where they got stuck and how [5:19] they got past it. And so we broke it [5:21] into these 10 stages and we made this [5:23] little kind of quiz thing where if you [5:24] put in your business information, it'll [5:26] tell you where you're at and the most [5:27] important part for you, what to do for [5:29] each of functions of the business across [5:30] product, marketing, sales, customer [5:31] success, recruiting, IT, human [5:33] resources, and finance. And so no matter [5:36] what you're struggling with, someone [5:37] else has already struggled with it and [5:39] solved it. And so I'd like to give you [5:40] this thing absolutely free. You can go [5:42] to acquisition.com/roadmap, [5:43] plug in your business information, and [5:45] if you want us to actually help you [5:47] deconrain the business and you're trying [5:49] to scale, we'd love to help you out on [5:51] the thank you page. You can just book a [5:52] call with my team and we will look at [5:55] the business, see if we can help, and if [5:56] we can, we'll invite you out to Vegas [5:58] and we'll do this in person live.

===FILE=== yEwdgWDXlyo - Your YouTube Description Is Costing You Subscribers.txt
https://youtu.be/yEwdgWDXlyo
Your YouTube Description Is Costing You Subscribers

[0:00] Top chess. Okay, nice. 600. You're doing [0:03] great. Okay, you're getting great [0:05] average views. That's cool. You've got [0:06] your school school link here. You got [0:09] your Discord. Okay. Um, like I said, I [0:12] like one link, but that's up to you. [0:14] Let's click this new one. Nice. [0:16] Okay, you're above the fold. Okay, nice [0:19] and short. Great. Something I recently [0:21] did, I don't know if you see my [0:21] channels, I actually put my whole origin [0:23] story. It was a top performing piece of [0:25] LinkedIn content. Um, and I just put it [0:27] in there because I think about this this [0:28] way. People don't know who you are. Your [0:32] existing audience knows, but you don't [0:33] care. Not that you don't care about [0:34] them, but like you make content to get [0:36] more people into your world, right? And [0:39] so, you want to make the content such [0:41] that in the description, if they don't [0:43] know who you are, you can explain who [0:44] you are so that you can kind of give [0:45] your give yourself a little bit of [0:46] credibility instead of talking about [0:47] like don't brag, just say what you've [0:49] done. Just state the facts, tell the [0:50] truth. Okay. Um, [0:53] so that's small stuff. All right. Let's [0:55] go back to the Let's go back to the [0:56] channel. [0:57] Okay. So, let's go videos. [1:01] All right. [1:10] I mean, it seems like you've got your [1:11] thumbnail game down. I mean, besides me [1:13] going deep onto the videos and then [1:14] trying to figure out, you know, pacing [1:16] and things like that, but um I mean, [1:19] you're putting out a ton of volume. So, [1:22] I would love to like know what the what [1:23] the constraint is because honestly [1:25] traffic might not be your constraint. It [1:28] might be something else. So, let's look [1:30] at the I know we're not doing page [1:31] breakdowns, but here watch the video [1:34] price soon. Okay, [1:41] nice [1:45] cool. This is a nice little benefit. And [1:48] you got the coming soon. That's nice. [1:51] Okay, you restated that and then you [1:53] followed Well, good. You followed the [1:54] the playbook that we said. This is [1:56] great. Um, yeah. I mean, honestly, I [1:59] think fundamentally you've got you've [2:00] got a lot of stuff pretty sound um in [2:03] this. So, I like it overall. I wish I [2:06] could give you, you know, more more [2:09] technical. I would I put more origin [2:10] story or more like self-edification in [2:12] my description. That's probably the only [2:14] thing that I would consider adding. And [2:16] um I might consider kind of rementioning [2:19] that um in the about page especially [2:21] because I feel like chess is very rank [2:24] dominant and like if you're higher rank [2:26] then people think you're

===FILE=== ytudB0vywec - Tell Them What Didn’t Work - That’s the Value.txt
https://youtu.be/ytudB0vywec
Tell Them What Didn’t Work - That’s the Value

[0:00] Can you explain how you would position [0:02] the build with me value prop that you [0:04] talked about in one of the Q&A? I think [0:06] he's referring to when you haven't built [0:08] out the course yet. [0:09] Yeah. [0:09] How can I sell people to build this [0:11] community with me as I learn? [0:13] Yeah. So the the real real is literally [0:15] what Evelyn's content strategy is is [0:17] what you do inside of a group. [0:19] You do stuff and you say, "Hey, I tried [0:21] this." So I will tell you this story [0:23] because it will resonate with with [0:25] hopefully some of you. Um, when [0:29] I was running gym launch, I had an R&D [0:31] team. And so that's research and [0:33] development. And so what they would do [0:34] is every two weeks they'd run a $50,000 [0:35] test. So I can give 50 grand and say, [0:37] "Run a test on one element that's going [0:39] to help gyms." So it could be a show up [0:40] rate hack. It could be a it could be a [0:42] way to set up the lobby. It could be uh [0:44] a landing page test. It could be a new [0:46] ad. It could be whatever, right? Just [0:48] whatever they think would be something [0:49] that' be value. And so they spend 50 [0:51] grand on it. Mind you, this is something [0:52] that the gyms didn't have. And then they [0:54] would spend all this time working and [0:56] collecting all the data. And then here's [0:58] what's crazy is that half the time it [1:00] didn't beat the control. It didn't beat [1:01] what we were already doing. And so they [1:03] thought, and this was an early [1:04] conversation, they're like, "I guess [1:05] we're not going to have anything to [1:06] announce this week." And I was like, [1:07] "What are you talking about?" I was [1:08] like, "You did two weeks of work, is 50 [1:10] 50 grand." I was like, "We're just going [1:11] to tell them the exact thing that we did [1:12] and just tell them it didn't work." And [1:15] you know what? When we had attendance [1:16] for this call, the amount of people were [1:17] like, "Oh my god, I was thinking about [1:18] doing something like that. I'm so glad [1:20] you did it so I don't have to." That's [1:22] value. [1:23] And so the whole document is is the [1:26] again people go into communities to save [1:30] time. [1:32] Everyone has access to all of the [1:34] information on the internet on Google [1:35] for free. We are curators of that [1:38] information. And so we want to compress [1:41] down as much value as we possibly can [1:43] per second of consumption. And a lot of [1:45] that is giving relevance to the data [1:47] that we have by doing it ourselves. [1:49] Because anybody here seen like the Tik [1:51] Tok trends where it's like the dog puts [1:54] his hand on the on two people's hand if [1:56] you've seen that or there's like uh hey [1:58] this is a new way to like gut an avocado [2:01] or something whatever it's like and then [2:02] you have somebody who just watches the [2:04] video and then like tries it and it's [2:06] obvious that it's like a normal person [2:07] trying the trend. And the thing is is [2:09] those videos crush too because people [2:11] are like for some reason even though I [2:13] don't know either of these people this [2:14] guy looks like a regular person. This [2:16] looks like a super kitchen mom. And so [2:18] this regular person is like, "Holy cow, [2:19] I just gutted an avocado with a spoon or [2:21] whatever the hell is, right?" And so you [2:23] get to be that regular person and then [2:25] they believe that it could work for them [2:27] because it worked for

===FILE=== zJc777yAE-w - The Free Car Wash That Made $99 Per Customer.txt
https://youtu.be/zJc777yAE-w
The Free Car Wash That Made $99 Per Customer

[0:00] Pick Your Price. So, this is the visual for it, by the way, which looks nice and cool. I don't know if they can zoom in at all, but that's the visual for the chapter for Pick Your Price. This is in [0:08] the Lost Chapters book, by the way. Uh, which is free cuz um I like you guys. [0:14] Sorry. It's free for the people showed up live. Sorry. Um it's $29, which we'll make available for other people. But everybody who showed up live uh will get one of these bad boys. All right. So, let's read it. June 20th, Austin, Texas. [0:27] I could see the Texas heat bouncing off the hood of the car as we drove. The roads were empty, not a car in sight. It was like driving through a ghost town, [0:34] except the town was our home. It was right in the thick of CO. As Leila and I were driving back from the pharmacy for some goods, we saw a young girl on the [0:43] side of the road frantically waving a sign. Free car wash is what it had on it. [0:48] Intrigued, I said, "I wonder what the deal is. There's got to be something to it. Want to go check it out?" So Ila obliged my whim as uh as she'd done many [0:56] times in the past. She just knew how much I love going through sales processes because I'm a weirdo. So I turned the wheel of the car around toward the girl um and headed up the [1:04] ramp uh next to her. So around the bend, we rolled our car into the main car wash. As we pulled up, a man stood out uh from his seat in the shade and we [1:12] came up to a stop and rolled down the window. He pointed to a pricing chart and exhaled his spiel, which it became clear he'd already done hundreds of times already that day. [1:23] The standard, this is what he said, the standard car wash is 100% free, but we're accepting donations on behalf of the staff to help the guys feed their [1:30] families and get through this. We would all be super appreciative. We accept cash, credit, and Venmo. And then he shut up and said nothing. [1:39] I got the hint and took out a $20 bill. [1:41] Looking at the pricing board, it was more expensive than mo than the most expensive automated watch they charge for, even during normal conditions. He grabbed the 20, gave me a ticket, and [1:50] waved me on. So, I'm always pro business and I always will be. I felt great about helping a group of working men. And that being said, it had a very different feel [1:58] than any normal process. Normally, we buy things and don't think much past the transaction. In this instance, my purchase was funding something great, [2:05] the American dream. As we went through the car wash line, I couldn't shut up about it. I was like, "How great was that? Goodwill, lots of new business, cash flow on a high margin service. [2:14] Brilliant. I'm definitely figuring out a version of this for gyms." And in the middle of COVID, our gyms began using this scripting in their sales process. [2:21] And it worked wonderfully. People who couldn't normally close were able to get an average ticket of about $99, which is more than the average low barrier offer [2:29] for like a boot camp or something like that. It was splendid. I'll give you the details about how to do it and how you can apply this offer like uh like this to attract new customers. All right, so [2:38] that's the that was the story behind this. So here's the description. You market the promotional offer as free. [2:44] When the person gets to the checkout, you give them an offer to pick their own price. You'll explain the benefits of investing more equating to higher [2:52] investment in their own results. If if they're after results, the more they pay, the more they'll pay attention. So, [2:59] here's some examples. So, if you had a lemonade stand, you would offer a free lemonade cup. The upsell is, but you can choose to pay something to help the [3:08] families of the employees. As an additional bonus, the crew offered to make a cup of hands squeeze lemonade for anyone who pays or donates over $5. And [3:17] we'll give you a picture to take home with you for any donation above $25 and give you three months of shipments for anything over 99 plus. [3:25] Maybe this starts to sound familiar. Car wash example. So, it was a free machine, car wash, and soap. That's the free one. [3:32] The upsell is, but you can choose to pay something to help the families of the employees. As an additional bonus, the crew offered to wax anyone's cars who [3:40] who donates over $30 and handbuff anyone who goes over 67 and do the entire interior of the car for anything over 99. You guys catching on how this works [3:48] for whatever business you have. Here's weight loss. You'd offer a free 21-day weight loss program. The upsell would be pick your price, but most people pay [3:56] $99. We give this just to the coaches and their families. If you pick $99, we'll also give you an extra one-on-one call. If you pay over $1.99, we'll also provide our entire supplement handbook. [4:06] If you pay $499, we'll guarantee you'll lose 10 pounds. And if you don't, we'll let you use that credit towards any service we have. That's an example of [4:13] another one. So, here's another another uh example of a pick your price. So, this is for a dentist. The offer would be a free dental cleaning. The upsell, [4:22] pick whatever you want to pay. Most people pay 99. Notice the way the phrasing works. Most people pay 99, which also gets them an extra XYZ or [4:29] $2.99 for an extra VW. Uh, if you had a coaching offer, it'd be like, uh, the offer is free coaching and or men mentorship. The upsell, pick your price. [4:38] If you pay $2.99, you will get the course that goes with it. At 997, you get six group calls on top of this. The zero price comes only with access to the [4:46] group. All right. So, that's that's the that's the concept. Now, I'll give you some of the details that make this work. [4:54] Okay. To further incentivize them paying, you offer bonuses for three levels of payment. So, think small, medium, large. to encourage them to pay something more than zero. Ultimately, if [5:02] someone doesn't want to pay for the first thing, you've got to give them the basic level for free. That being said, you can and should still upsell them on other products and services during their time with you. This is similar to a [5:11] limited free, which is a different thing. Um, except instead of either or, you have, and limited free is what I [5:19] called it in an earlier version, it became the decoy offer, but I I digress. [5:24] Uh, you have a sliding scale with no predetermined amounts, only rungs. All right, so this also has no max. People can pay whatever they want. They can donate as much as they want. Now, you [5:32] want to make sure that at the beginning of the sale, you explain that you do have a pick your price setup and that the staff is offering some different bonuses. The staff is offering some different bonuses at different levels. [5:42] Uh, but they're not obligated to pay anything. So, it'll seem like they're paying the employees, not the business, which for some reason people feel way better about, even though most [5:50] businesses pay their employees. Um, and so explaining that you're accepting donations and/or allowing people to pick their own price will avoid any [5:57] awkwardness at the end. You also get the goodwill of the prospect being upfront. [6:02] Now, when selling with that preframe though, you can and should hit the prospect hard with confrontational questions to ensure they'll be a good long-term candidate. This is especially [6:10] if you sell like service like heavier services. So, if you feel as though they have no intention of staying, just weed them out. All right? So, be genuine [6:18] about this. This should feel a little bit more like an interview. So, the types of clients, again, this is shifting more from, you know, transactional like the car wash story to a more transa uh more relational type [6:26] sale that you're going to be doing on ongoing client work. Okay. Uh, where were we? Okay. Um, this should feel like an interview. So, the types of clients [6:34] you want are the ones who willingly pay and are appreciative. You want people who who think with reciprocity. So, this is the sort of mini test. This is like a little mini test for that. So, ask real [6:42] questions to gauge commitment level for their own good and yours. So, examples. [6:46] So, are you willing to change the way you do X? Are you willing to stop doing why? What if life gets busy? Will you stop showing up? Will you attend to all [6:54] of these appointments? So, make sure the thing that you're giving away for free has low operational cost so you can still give it to people without burning out your staff. All right? So, save the [7:02] higher operational cost stuff uh for the people who choose to pay. After you get to the end of the pitch, you'll outline what they get each level and then say, [7:10] and this is key, we accept Visa, Mastercard, or XYZ payment. Which would you prefer to use? Then shut up. [7:19] They will then take out their card and tell you the level they want. It's hard for people to say no because we obviously attract with free and we deliver free if they so choose that. But [7:27] we say, hey, many people do these other things instead. And as a result, if you want, you can just get all these other benefits as well. And when someone's [7:35] when it's framed that way, where it's like, hey, the employees are chipping in and doing this extra work, which is how businesses work in general, but for whatever reason, consumers feel way better about paying employees than a business, even though the business pays [7:43] the employees, whatever. uh that framing allows many people then feel like oh I will I'll I'll do the most expensive thing we're benefiting the employees [7:52] which is exactly what business does to begin with now summary points these offers can generate a lot of goodwill when done properly people feel good when [7:59] they buy them because this is it's not a demand it's a choice all right so it pulls on people's generosity or reciprocity people feel 100% in control [8:07] of their own destiny and you can play up the fact that you're helping folks for free it sets up a relation based on goodwill and sets the stage for future upsells this is really key. It sets the [8:16] stage for future upsells. Again, a money model is not just one of these, it's a series of offers. All right. And on top of that, the conversion rate is super [8:23] high. Um, so although the average ticket is typically lower with this type of play, um, it works well in low trust environments because it has so much [8:31] goodwill loaded into it. So, this is one of the easier kind of free upsells or free attraction offers that exist. All right, so pro tip. What did I refer my [8:38] pro tip here? Paid version, pick your price. Okay. Oh, actually, I remember this. Yeah, so I saw an art gallery use this as well. Um, and this is how they [8:45] did it. So, every every piece of art had a price range. And so, they said people could choose how much they wanted to [8:52] support the artist. So, for example, they said this painting is between$149 and $2.99. So, I asked the owner how it worked and she told me that most people [9:01] pay more than the halfway point because they don't want to seem cheap or unsupportive. So, this this version is kind of like half Goodwill, half capitalism. Um, so I like I kind of like [9:10] it. It's just kind of a permutation of it. But give it a try if that type of thing fits your business. And if you're like, why did you not include that in the money models bug? So the some of the [9:18] plays that are in here are like there's just it they they're more niche, I think, in some instances. So it didn't match 100% of businesses. I had a ve I [9:27] have a very high standard for I would say the $100 million cannon. Um, and so it has to be able to apply to like every single business. Has to be easy to understand. It has to be the most powerful one. This one has a little bit [9:35] less cash up front than the other attraction offers that I put in here. [9:39] Um, but the id say the main benefit of this particular offer mechanism is that it's really easy to sell. It's like very easy to sell. So if you're somebody who [9:46] really struggles with sales, especially in a low trust environment, sometimes even in an online environment where you like don't have as big of a brand, it's a great like what I would consider like [9:54] intro offer. Um, and so that's uh that's just one of 24 chapters inside of uh inside of the Lost Chapter. So hopefully [10:02] you guys dug that and that was uh kind of dope. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. [10:09] So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went [10:18] through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business [10:27] information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, [10:35] human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. [10:43] free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying [10:51] to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.

===FILE=== zKRsDh6W2KA - My Criteria for Buying a Company.txt
https://youtu.be/zKRsDh6W2KA
My Criteria for Buying a Company

[0:00] I don't think we've done a deal [0:01] that's not come through our deal flow. [0:04] And of the 3,000 that come through each [0:05] month, what percent actually make it? [0:07] Oh, tiny. Right. We do two LOIs a month. [0:10] And that's not to dissuade people. It's [0:11] mostly because we just have a lot of [0:12] people who don't have qualified [0:13] businesses. Just to be clear, like if [0:14] you have a qualified business, hit me [0:16] up. But we just have a tremendous amount [0:18] that are doing less than a million in [0:19] profit. And they're like, [0:21] I'll give you 5%, Alex. Um, [laughter] [0:24] man, so tempting. So, okay, I if for [0:28] example the I mean let's just use a fake [0:31] example. Someone has a bunch of [0:33] locations. They're doing 1 million [0:34] IBIDA. Um we well let me just read one [0:37] for a second. [0:37] Minimum is a million just to be clear. [0:38] So like our like ideally for me like I [0:41] love that like [0:42] threeish fourish, you know what I mean? [0:44] Like that's where like you're right [0:46] about to hit that. So we can just like [0:48] boom 20 and then it's like [0:49] and you're you're aligning with them. [0:51] It's like hey if we want to hold forever [0:52] you're like hey like if I like you maybe [0:54] right. Yeah, I'm good on either way [0:55] because like we don't we don't need the [0:57] liquidity. I'm happy to let it compound [0:58] taxfree. So like I'm good either side [1:00] either way. [1:00] And and I'll just rephrase over here [1:02] because I think when we we hung out a [1:03] year ago, it's [1:05] you talked about how you're maybe moving [1:08] more towards instead of minority [1:10] investments into majority. How are you [1:11] thinking about it now? [1:12] Yeah, we're 100% in that in that camp. [1:14] are um and it's you know it's almost [1:17] like uh it's almost like finding your [1:20] price when you're selling a service [1:22] except in the deal world and this is one [1:24] thing that like if you really want to [1:26] get into this world like [1:28] it is such a long game because if you [1:31] think about like product market fit you [1:32] have the same concept that happens at [1:34] like a holding company when you're [1:35] investing you have like deal fit and so [1:37] it's like what's my offer but not to a [1:39] customer but to a to an entrepreneur to [1:41] a founder to somebody who's trying to [1:42] grow their business and So, it takes way [1:45] longer to to have enough qualified [1:48] candidates to even make the offer. And [1:50] then it takes 90 days to even see if you [1:51] can close the offer. And then from [1:53] closing the offer, it takes another year [1:55] or two to see if it was actually like [1:56] worked out. So, like your feedback [1:58] cycles are so long that it's it's very [2:02] painful as somebody who is an ex on [2:03] whatever you want to call me, um, who's [2:05] used to being able to like, hey, let's [2:07] try this out and in 30 days have it both [2:08] spun up, tested, and have data. like in [2:11] 30 days we might be able to like talk to [2:13] a couple entrepreneurs that we think are [2:15] interesting. Um and so any we have moved [2:19] towards um bigger and bigger chunks of [2:22] companies. Uh right now we target 49%. [2:25] Uh with most of the deals. Uh we just we [2:27] just did a majority deal two months ago. [2:29] Um, and so we're now doing both minority [2:32] and majority and our minority slugs are [2:34] bigger because it's the same thing where [2:35] it's like it's the same work for us at [2:37] 20% as it is at 51. In in some cases, [2:40] weirdly enough, it's almost less work at [2:42] majority because um I have fewer [2:46] emotions to manage on the founder side [2:48] because it's like listen, I'm the one [2:49] who's taking all the risk on now [2:52] and so this is what we're going to do [2:53] rather than saying hey man I think this [2:56] is what we should do. What do you think? [2:58] And so I have way way my speed of [3:00] implementation on majority companies is [3:02] so much faster. Yeah. And like what I [3:04] would like to do in the ne and this is [3:06] why it takes years to do this but like [3:07] over the next two or three years I'd [3:09] love to show the difference between our [3:11] minority holdings and our majority [3:12] holdings of how much more profitable and [3:14] how much faster we grew them [3:15] to then make an even more compelling [3:16] case of like I don't necessarily want to [3:18] fully exit founders. That's not my [3:19] intention. It's more like we have done [3:22] this before like please like let me love [3:23] you like let me let me just do what we [3:25] already know how to do many times [3:27] and that like I remember I had a [3:28] conversation with one of our founders [3:30] this is one of the companies we actually [3:31] ended up buying majority of um we had [3:34] like six phone calls uh to talk about a [3:36] price change that I wanted to implement [3:38] and we implemented the price change and [3:40] we doubled profit and it was a big [3:43] company already. Mhm. [3:44] We doubled profit in 30 days and and [3:46] like we increased the price and [3:48] increased close rates. Like we call that [3:51] a wonderful wonderful thing cuz they [3:53] were mispriced. I like we did a bunch of [3:54] research. We saw the competitors in the [3:56] marketplace. We're we were like we're [3:57] not even going high. I was like we're [3:58] just going up to market y [4:00] which is I mean I love those [4:01] opportunities. They're not always there. [4:03] But like but it if it had been a [4:05] majority holding it would have just been [4:06] an email and been like this is what it [4:08] needs to change to let the team know. [4:10] here's here are the you know bullet [4:11] points to talk to the sales director and [4:12] he would just let him go. [4:13] Yep. [4:14] Do you think before so when you had the [4:16] 20% or so like I think we were talking [4:18] about this already. It's like they [4:19] weren't not that they weren't taking you [4:21] seriously. I mean maybe you just didn't [4:23] have enough. [4:24] It was more of a consultative [4:25] relationship. And to be fair like [4:28] it's not like we wield authority. Like [4:30] I've I'm not really an authoritative [4:32] person from that perspective. Like it's [4:34] always soft influence. We've never taken [4:36] a vote in any company ever. like what [4:39] because it's funny because during the [4:40] deal process we're like well how many [4:41] who gets I'm like dude we will literally [4:42] never look at this contract again like I [4:44] pride myself on the fact we've never [4:45] taken a contract out after a deal. Um [4:48] but it still feels a little different [4:50] like no matter what anyone says like if [4:52] you if you buy majority it just feels [4:55] different. It's like here's the plan. [4:56] Let me know if you have questions about [4:58] it or like what do you think? [4:59] And I want feedback more. I want [5:02] feedback. I don't want to sell someone [5:03] on it. You know what I mean? And I think [5:05] that's the [5:06] collaborate. [5:07] Yeah. Exactly. [5:08] Yeah. [5:09] Real quick, if you're a business owner [5:10] and you are not growing as fast as you'd [5:12] like, I'd like to give you a free gift. [5:14] So, my team and I put together the $100 [5:17] million scaling roadmap, which is [5:18] basically 200 hours of us looking over [5:20] all the portfolio companies we've had [5:21] and what stages of growth they went [5:23] through. and more importantly where they [5:25] got stuck and how they got past it. And [5:27] so we broke it in these 10 stages and we [5:29] made this little kind of quiz thing [5:30] where if you put in your business [5:32] information, it'll tell you where you're [5:33] at and the most important part for you, [5:35] what to do for each of functions of the [5:36] business across product, marketing, [5:38] sales, customer success, recruiting, IT, [5:40] human resources, and finance. And so no [5:42] matter what you're struggling with, [5:44] someone else has already struggled with [5:45] it and solved it. And so I'd like to [5:47] give you this thing absolutely free. [5:48] free. You can go to [5:49] acquisition.com/roadmap, [5:50] plug in your business information, and [5:52] if you want us to actually help you [5:54] deconrain the business and you're trying [5:56] to scale, we'd love to help you out on [5:57] the thank you page. You can just book a [5:58] call with my team and we will look at [6:01] the business, see if we can help, and if [6:03] we can, we'll invite you out to Vegas [6:04] and we'll do this in person live.

===FILE=== zgSWrcB5Jok - What Should I Sell.txt
https://youtu.be/zgSWrcB5Jok
What Should I Sell

[0:00] So, let's say someone's listening to [0:00] this and they're thinking, "All right, [0:01] cool. I know I like I've I've read Alex [0:03] B. He he's telling me I've got I've got [0:06] to sell a thing. I don't I don't know [0:07] what to sell. I don't know if I have any [0:09] skills. I don't I don't I don't know [0:10] what I could possibly offer to the [0:12] world. [0:12] How do we how do we break that down?" [0:14] Yeah, this is actually a topic that I um [0:17] I cover more in the leads book that's [0:18] coming out soon uh soon relative terms, [0:20] six monthsish. Um [0:23] everybody knows something. All right? [0:25] And so the idea is what do you have like [0:28] everyone has unique depth of knowledge [0:30] in certain areas because you've been [0:32] alive and your eyes and ears have taken [0:34] inputs period right and so I like to [0:37] think of of people starting like so if [0:39] you look at are you familiar with Y [0:41] cominator [0:42] why yeah [0:43] so yeah [0:44] yeah so Y combinator is one of the most [0:46] successful you know uh I don't know if [0:48] they're technically VC they're you know [0:50] seed capital startup um investors in [0:52] Silicon Valley and they have a very [0:54] standard structure and they have [0:56] criteria for what they look for in [0:57] companies. And one of the most important [0:59] criteria that they look for is past [1:00] experience. And so they're okay with [1:03] somebody who's super young, etc. But [1:04] they want to they want you to have [1:06] experience in the industry because [1:07] there's just so much ignorance debt that [1:09] you have to pay down if you literally [1:12] know nothing about an industry. Like [1:14] there's just so much like if your dad [1:15] was a mechanic, you know much about cars [1:18] just by osmosis of being around a [1:20] mechanic for 18 years. And so I like to [1:23] think past jobs you've held, you will [1:25] know stuff about that industry. Um the [1:29] jobs of your parents are things that you [1:31] will know about that industry. And then [1:33] you've got personal interests. And so I [1:35] think that if I had to put those into [1:36] three buckets, it's like parent stuff, [1:38] past jobs of self, and current [1:40] interests. And so it's like of those [1:42] three things, which of those three [1:45] buckets do you think you could help [1:46] someone do a thing better? And so the [1:49] idea is you want to sell the most [1:51] valuable thing, right? And so the most [1:53] valuable thing is what is the problem [1:54] that I can help somebody else solve that [1:56] I could charge the most money for or in [1:58] reverse that could make them the most [1:59] money. Um, and then I will be able to [2:01] charge a percentage of the money that [2:02] I'm able to make somebody else in this [2:04] thing. Now that's in a B2B setting. In a [2:06] BTOC setting, it would be how valuable [2:08] do people perceive uh the problem that [2:10] they have as, right? Whether it's like I [2:13] can teach music. Tons of people want to [2:15] be able to learn how to. And if you're [2:16] better, you know, cuz you've had a side [2:17] interest in that. Awesome. Maybe you [2:19] have a side interest because you're [2:20] really good at editing the songs. Well, [2:21] there's tons of musicians who would love [2:23] who hate that part and would love to [2:24] have that. So, it's like we all know how [2:25] to do stuff and all we have to do is [2:27] package the thing that we're doing. And [2:29] I think the big problem is that people [2:30] expect that they're going to have a [2:31] perfect business. But if you look at the [2:32] track record of all of I can't think of [2:34] an entrepreneur besides Jeff Bezos, [2:36] who's a freak of nature whose first [2:38] business becomes the most valuable [2:40] business in the world is most people [2:42] have a a graveyard of failures behind [2:44] them. And so the idea is you start not [2:47] with the intent of saying this is going [2:48] to be the one thing I'm going to do for [2:49] the rest of my life which is the fallacy [2:50] that employees have uh that whatever [2:52] they pick is going to be the thing [2:53] they're going to do for the rest of [2:54] their lives when in reality it's I just [2:55] have to do a thing that I'm good enough [2:56] at that I can learn the game and the [2:58] thing is once you start taking steps the [3:00] the next step becomes illuminated. You [3:02] trying to think 100 steps into the [3:04] future when you have no context is is [3:06] irrelevant because chaos is going to [3:08] break your plan anyways. And so do what [3:11] you know. Exchange. I like service [3:13] businesses to start because they are the [3:15] in my opinion the lowest risk to start [3:17] because you're just it's just your time, [3:19] right? [3:19] So service businesses meaning [3:21] do stuff for money [3:23] like mowing the lawn or cleaning windows [3:25] or [3:26] service clean houses like whatever. Like [3:28] all of those are just service [3:29] businesses, right? And they're fine. And [3:30] a lot of people think they need to have [3:32] some novel idea to start a business when [3:34] I mean the best in my opinion if you're [3:36] if you're getting into it. The best way [3:38] to start a business is just look at what [3:39] everyone else is doing and just try and [3:41] do it better. Like I mean and there's [3:44] obvious holes like if you've if you've [3:46] gone to if you've gotten your dry [3:47] cleaning it's like can I do this in half [3:48] the time as this guy if I do the lawn [3:51] care? What are the things people hate [3:52] about lawn care? Ah they leave the the [3:53] the trimmings are around the edges. [3:55] They're all all shitty. The person [3:56] doesn't speak English that well. Like [3:57] well cool then I've got advantages, [3:59] right? So it's like what are things that [4:01] I already know how to do or I have past [4:03] experience in what things because I have [4:05] past experience I know that other people [4:06] struggle with that sucks about this [4:07] thing and then I will solve that [4:09] specific problem and it could also be a [4:10] problem that other people solve too. You [4:11] just try and do a little bit better like [4:13] it's it's just not rocket science. You [4:15] know what I mean? And then you exchange [4:17] you start selling your time for money. [4:18] So yes, you're still trading time for [4:20] dollars. You don't need to re read Rich [4:21] Dad Poor Dad just yet, right? You're [4:22] still trading time for dollars, right? [4:24] But the point is that you're you're [4:25] you're trading that time for money in [4:28] order to learn not to earn. You need to [4:30] earn in order to pay your pay your rent, [4:32] eat, etc. But the the major thing you're [4:34] doing is you're paying down ignorance [4:36] debt. So the vast majority of your [4:37] income is coming in the terms in in the [4:39] form of education rather than earning. [4:41] Real quick, if you're a business owner [4:43] and you are not growing as fast as you'd [4:45] like, I'd like to give you a free gift. [4:47] So my team and I put together the $100 [4:49] million scaling roadmap, which is [4:50] basically 200 hours of us looking over [4:52] all the portfolio companies we've had [4:53] and what stages of growth they went [4:56] through and more importantly where they [4:58] got stuck and how they got past it. And [5:00] so we broke it in these 10 stages and we [5:02] made this little kind of quiz thing [5:03] where if you put in your business [5:04] information, it'll tell you where you're [5:06] at and the most important part for you, [5:07] what to do for each of functions of the [5:09] business across product, marketing, [5:10] sales, customer success, recruiting, IT, [5:12] human resources, and finance. And so no [5:14] matter what you're struggling with, [5:16] someone else has already struggled with [5:18] it and solved it. And so I'd like to [5:19] give you this thing absolutely free. You [5:21] can go to acquisition.com/roadmap, [5:23] plug in your business information, and [5:24] if you want us to actually help you [5:26] deconrain the business and you're trying [5:28] to scale, we'd love to help you out on [5:30] the thank you page. You can just book a [5:31] call with my team and we will look into [5:34] the business, see if we can help. And if [5:36] we can, we'll invite you out to Vegas [5:37] and we'll do this in person live.

===FILE=== zydvAjhEKBA - Helping a Coaching Business Scale.txt
https://youtu.be/zydvAjhEKBA
Helping a Coaching Business Scale

[0:00] coaching company [0:01] based in New Zealand. Business part of [0:03] Marty there. Um LTV to CAC is 1 to 15. [0:07] Cool. [0:08] Challenge at the moment is we've scaled [0:10] very nicely but we've kind of outgrown [0:13] our leadership comp structures. So like [0:17] we were like if we achieve X then happy [0:20] days. You can have bonus of Y. But we've [0:22] all just gone like that and now [0:24] everybody's achieving X and everyone [0:25] gets a bonus. [0:27] But that's now kind of capped out. How [0:30] do we scale comp as we scale [0:33] growth? [0:34] Oh, no. That's that's a that's a [0:36] question. [0:37] Um, okay. So, right now, can you tell me [0:39] exactly what it's based off of? [0:40] Uh, based off it was different by [0:42] department. So, it's based off total [0:44] sales, churn, and uh total number of [0:47] booked triages, which is our first sales [0:50] call. And how often do you re like [0:53] we're paying it out uh monthly based on [0:56] monthly metrics and uh we could [0:58] renegotiate at any point I suppose but [1:01] don't want to do that and then outgrow [1:02] it again in five months time [1:05] right um so when did you start when did [1:09] you put it into place how long ago [1:12] uh varying by head of department by six [1:15] months to 12 months [1:16] okay that makes sense um so I will say [1:19] this I I think that for most [1:20] compensation structures, you really have [1:22] like a couple different things you can [1:23] think about which is like you have for [1:26] compensation there's really leadership [1:29] compensation and then there's technical [1:30] tracks of compensation. Um meaning you [1:33] have the tracks uh for how you're going [1:35] to compensate your leadership and then [1:36] there's the tracks for how you're going [1:37] to compensate individual contributors [1:39] and those both can have bonus [1:41] structures. So how I suggest that people [1:42] do it for leadership is basically you [1:44] have you pull your leaders into you [1:47] chunk them by maybe you have executive [1:49] team, you've got a director team, you've [1:51] got a manager team, right? Some people [1:52] in here they're only going to have one [1:54] team. So you might only have one team [1:55] right now. Um most compensation [1:58] structures in general you want to review [1:59] annually. So I might put in place a a [2:02] structure and I know that within three [2:04] to four quarters it's probably going to [2:06] outgrow. So I'm going to have to redo [2:07] it. So that's just like something that [2:09] you want to put out there for people in [2:10] general. [2:11] When it comes to leadership [2:13] compensation, um I typically like a [2:16] structure where the highest level of [2:18] leaders are tied to some kind of profit [2:20] share with the business. So like a very [2:22] like P safe metric is like you know you [2:25] can put aside 10% of profits for a [2:28] profit share pool and then you get to [2:30] dedicate that to your highest level of [2:31] leaders. Now if you don't have a lot of [2:33] them right now, maybe you only give 1% [2:35] to your CMO, 1% to your COO, 1% to your [2:38] CFO and you have 7% left. You don't give [2:40] that to anybody because you're waiting [2:41] to fill those seats. That's top level. [2:43] Second level would be something of like [2:45] if you have your mid to high level [2:47] leaders, it might be that they get their [2:49] annual pay plus they get a bonus. That [2:52] could be anywhere between based on their [2:54] experience and their expertise 20 to [2:57] 100% of their annual salary. They can [2:59] earn up to in a bonus, right? And if [3:01] they are less experienced, it is on the [3:03] lower end. If they're more experienced [3:04] and unique and hard to find, it's on the [3:06] higher end. Then you've got your the [3:08] level down from there, which I usually [3:09] would say is um annual salary plus [3:12] anywhere between 10 to 35% of uh annual [3:16] salary as a bonus. [3:18] Sure. [3:18] That's a structure that I think is [3:19] pretty safe to follow and works pretty [3:20] well. How people achieve those metrics, [3:22] I base them off of the goals of the [3:25] company. This is all coming back to your [3:27] question. So for each level, they're [3:30] tied to um the highest level is profit [3:33] share, right? So that is 100% like it is [3:36] individual and business it is all the [3:37] things it goes into profit [3:39] the levels below that I tie it to what I [3:41] call like a management by objective [3:42] structure uh MBO and so essentially 50 [3:47] anywhere between 40 to 60% of their pay [3:51] is tied to the company performance and [3:54] anywhere between 40 and 60% of their pay [3:56] is tied to the individual performance [3:59] based on what level of experience they [4:01] are and how autonomous your team [4:03] Uh that's where I say like it's you can [4:06] sway either way. Um I usually do it like [4:09] 60% of your bonus is tied to company [4:11] performance and 40% to individual uh for [4:14] both levels of leadership. I like that [4:15] structure the most. And then when it [4:17] comes to okay, what is company [4:19] performance? This is for leaders, right? [4:22] I'm going to say that it's going to be [4:23] probably two to three metrics. Uh, it [4:27] can be revenue and profit or my favorite [4:30] is revenue, profit, and growth [4:32] because I don't really want to bonus [4:34] people the same as last year if we [4:36] [ __ ] stayed the same. Like I'm like, [4:37] great, we didn't grow. Amazing. [4:38] Congratulations. We [ __ ] suck, you [4:40] know? Um, so I like the growth metric. [4:43] Um, and then the individual I tie to, [4:46] you know, we do company planning and [4:48] when you do the company planning, you're [4:50] figuring out what are the objectives of [4:51] the business for the year. Then you tie [4:54] that down to what are the objectives for [4:55] each department for each quarter. And so [4:59] that is what I would tie in the [5:01] beginning to people's um compensation [5:04] when you are growing fast. Here's why. [5:07] Because so recently [clears throat] I I [5:09] literally am doing this in a company [5:10] right now that just went from it's one [5:12] of our portfolio companies went from you [5:13] know 45 million to 75 million to we're [5:15] going to cap at like 115 million this [5:17] year. And they're like how do we comp [5:19] like what KPIs because the KPIs are [5:22] changing. And I was like, listen, [ __ ] [5:23] the KPIs. It is technically better to go [5:25] with KPIs. However, when they continue [5:28] to change because the business is [5:29] growing so quickly, I prefer to tie it [5:31] to something not as precise but more [5:34] useful, which is our quarterly [5:36] objectives. So for leaders and even [5:38] individual contributors, [5:40] I said, let's tie it to their quarterly [5:42] objectives rather than metrics until we [5:45] get to a point where the metrics have [5:46] enough of a baseline that they're [5:48] reliable and we can properly compensate [5:50] people off of them. [5:52] Does that make sense? [5:53] It does. Uh I think I understood all of [5:55] it except for one clarifying piece [5:57] for sure. [5:58] Uh so you're saying that the total [6:00] package would be uh basically 50% base [6:04] and 50% uh variable comp. [6:07] No. So [6:08] for the leadership compensation, [6:10] yeah, [6:11] they get their base. [6:12] Yeah. [6:13] This is this is just an easy suggestion. [6:15] They have a base and then they also have [6:16] a bonus. The bonus can be say your base [6:20] is $300,000. [6:21] Yeah. [6:22] And you're less experienced. So I'm [6:24] going to say [6:26] Okay. Yeah. So say your base is [6:27] $100,000. You're less experienced. So [6:29] I'm going to say I'm going to give you [6:31] up to 20% of that $100,000 you can earn [6:34] as a bonus. [6:35] Yeah. Cool. [6:35] So of that the 20,000 is based off of [6:39] 60% [6:40] of it is based off of company goals and [6:43] 40% off of it is based off of your [6:45] individual goals. Yeah. which means you [6:47] know whatever 12,000 and 8,000. [6:50] Perfect. Thank you for that. [6:51] Yep. Appreciate it. [6:52] Absolutely. For sure. [6:55] And that way it balances it so that if [6:57] somebody just crushes but like the [6:59] company doesn't, they still get some [7:01] slice of it. On the flip side, maybe [7:03] they had to reroute their role and the [7:05] company crushed it but they didn't do [7:06] their individuals but the company [7:07] overall won, [7:08] right? And if neither of those things [7:09] happen, then you're like, "All right, [7:10] well, you suck. The company sucked, so [7:12] no one gets bonuses." And I will just [7:14] say one thing for everyone here when it [7:15] comes to compensation, which is be [7:17] really careful what you compensate on [7:20] because oftent times [7:22] I am not the biggest fan of compensating [7:24] people on metrics that are purely [7:27] individual because then what you do is [7:29] you create competition because if [7:31] they're only based if their metrics are [7:33] if they're only bonused off of metrics [7:35] that are completely aligned to them and [7:38] nobody else, then what incentive do they [7:40] have to be a teammate? What incentive do [7:41] they have to help people? When do they [7:43] have to help the other department when [7:44] the other department needs them to hit [7:45] their goals? [7:46] You know what I'm saying? [7:55] Of course. [7:56] Oh, sweet. [8:00] So, here's something else to think [8:01] about. If you have metrics you [8:03] compensate people on, I always say you [8:04] want a push metric and a pull metric, [8:06] which is like, how do I know they're [8:07] winning? And how do I know they're not [8:08] [ __ ] up other people's work with this [8:10] metric? So like sales, it might be like [8:13] I'm going to compensate you on sales and [8:14] you get deductions for backouts or [8:16] refunds. So like gym launch, if people [8:18] backed out in the first four weeks, that [8:20] deducted against sales because we know [8:22] that if someone backs out in the first [8:23] four weeks, it's typically a sales [8:24] issue. There are also no perfect [8:26] metrics. So some of you are thinking, [8:28] well that what if that wasn't a Yeah, [8:29] [ __ ] it. There's no perfect metrics. [8:31] Nobody is completely honestly [8:32] controlling any metric in the business. [8:34] And people will always use that as like, [8:35] well, I don't think I should be [8:36] compensate. It's like yes, business [8:38] isn't perfect. There are no perfect [8:39] compensation solutions. So I would just [8:40] leave it at that. [8:42] And that goes for any kind of um [8:44] compensation metric having paired [8:46] metrics and they're typically a quantity [8:48] and quality metric that are paired. So [8:49] if it's like you're you own a cleaning [8:51] business, it's like how many did you [8:52] clean but how many did you have to go [8:53] back and reclean because they weren't [8:55] good, right? So just having those [8:56] customer service, how many tickets did [8:58] you fill but how many like what was the [8:59] average star? Same idea. Like there's [9:01] usually they're paired that way to to to [9:02] manage it. If you're a business owner [9:05] and you are not growing as fast as you'd [9:07] like, I'd like to give you a free gift. [9:09] So my team and I put together the $100 [9:11] million scaling roadmap, which is [9:13] basically 200 hours of us looking over [9:14] all the portfolio companies we've had [9:16] and what stages of growth they went [9:18] through and more importantly where they [9:20] got stuck and how they got past it. And [9:22] so we broke it in these 10 stages and we [9:24] made this little kind of quiz thing [9:25] where if you put in your business [9:26] information, it'll tell you where you're [9:28] at and the most important part for you, [9:30] what to do for each of the functions of [9:31] the business across product, marketing, [9:32] sales, customer success, recruiting, IT, [9:34] human resources, and finance. And so no [9:37] matter what you're struggling with, [9:38] someone else has already struggled with [9:40] it and solved it. And so I'd like to [9:42] give you this thing absolutely free. You [9:43] can go to acquisition.com/roadmap, [9:45] plug in your business information, and [9:46] if you want us to actually help you [9:49] deconstrain the business and you're [9:50] trying to scale, we'd love to help you [9:52] out on the thank you page. You can just [9:53] book a call with my team and we will [9:56] look into the business, see if we can [9:57] help. And if we can, we'll invite you [9:58] out to Vegas and we'll do this in person [10:00] live.
