WEBVTT

1
00:00:00.000 --> 00:00:03.040
Good morning everyone and welcome to the Jim's Secret Podcast.

2
00:00:03.040 --> 00:00:06.320
My name is Alex and I will be your host on this awesome journey.

3
00:00:06.320 --> 00:00:09.680
So today we're going to be talking about something that I like to call

4
00:00:09.680 --> 00:00:12.800
affectionately the ham and the garlic, which is a story.

5
00:00:12.800 --> 00:00:16.480
I was told to meet my business mentor that really impacted how I saw

6
00:00:16.480 --> 00:00:22.320
client ascension and how you create the customers that you want.

7
00:00:22.320 --> 00:00:25.840
So a lot of times I'll talk to personal trainers and

8
00:00:25.840 --> 00:00:29.120
gym owners and they're like, you know what? I just I just want to be able to have

9
00:00:29.120 --> 00:00:32.480
you know 10 people a month that sign up for my $1,000

10
00:00:32.480 --> 00:00:38.720
month personal training program and the reality is is that there aren't that

11
00:00:38.720 --> 00:00:44.480
many of those people and what it takes to get them is not

12
00:00:44.480 --> 00:00:48.800
you need to create those types of customers rather than try and find them.

13
00:00:48.800 --> 00:00:53.120
It's much easier to make them and so the easiest example is even like

14
00:00:53.120 --> 00:00:57.920
our highest end coaching program is over six figures, right?

15
00:00:57.920 --> 00:01:02.240
And so in order for I can't go up to somebody on the street or

16
00:01:02.240 --> 00:01:05.280
not going to Jim or his room to be like, hey, give me a hundred grand, right?

17
00:01:05.280 --> 00:01:09.760
I can't do that but in time people learn to trust us

18
00:01:09.760 --> 00:01:14.000
trust us enough that they're like, I want to do that, right?

19
00:01:14.000 --> 00:01:18.800
And so we've created that customer and so you have to do the same thing

20
00:01:18.800 --> 00:01:23.280
with your business. Now here's the explanation with how the ham and the garlic

21
00:01:23.520 --> 00:01:27.920
plays into this. So a little boy

22
00:01:27.920 --> 00:01:31.760
was you know playing with the dog and he realized

23
00:01:31.760 --> 00:01:35.520
that there was all these ticks on the dog dog and all these ticks on it.

24
00:01:35.520 --> 00:01:38.240
So he goes to his grandmother and he's like, grandma, there's all these ticks. He's

25
00:01:38.240 --> 00:01:42.560
like, I keep taking the ticks off. He's like, but they keep coming back on.

26
00:01:42.560 --> 00:01:48.720
And so the girl was like, ah, like you have to you have to give the dogs some garlic

27
00:01:48.720 --> 00:01:52.800
and then it'll sweat it out. And of course the dog tries to

28
00:01:52.800 --> 00:01:55.920
say they keep trying to give the dog garlic and the dog's like, ah, I don't want

29
00:01:55.920 --> 00:02:00.720
to grow up, right? And she was like, me, oh, this is

30
00:02:00.720 --> 00:02:03.920
a spanic story. It was like, wrap it in some

31
00:02:03.920 --> 00:02:07.680
hand and then give it to the dog. They wrapped it in him and the dog eats it

32
00:02:07.680 --> 00:02:10.720
and then the next day you see is that all the ticks are crawling up the wall

33
00:02:10.720 --> 00:02:14.320
because you know, the dog sweating out the garlic and the ticks don't

34
00:02:14.400 --> 00:02:19.680
like it. Now, the point of that story is not to like feed your clients

35
00:02:19.680 --> 00:02:24.480
hands, ham sandwiches with garlic in them, but it's to wrap

36
00:02:24.480 --> 00:02:28.880
what they need, which is the garlic, which they want, which is the ham.

37
00:02:28.880 --> 00:02:33.040
And so this kind of feeds a little bit into trying to make this full sample, but

38
00:02:33.040 --> 00:02:36.880
when you're attracting customers, a lot of times you're like, I just want

39
00:02:36.880 --> 00:02:40.560
someone who's going to be a powerlifter who just wants to follow macros and

40
00:02:40.640 --> 00:02:43.840
follow a pure diced plan or whatever you want to say, right?

41
00:02:43.840 --> 00:02:47.280
But that's not where most people are because the widest base where most

42
00:02:47.280 --> 00:02:50.960
people are is the beginners, right? And then after that, a much, much smaller

43
00:02:50.960 --> 00:02:55.280
piece or media or intermediates and then beyond that, a much, much,

44
00:02:55.280 --> 00:03:00.240
much smaller piece or advanced. And it's much easier to take a beginner

45
00:03:00.240 --> 00:03:04.400
and have a systematic process of ascending them up in awareness

46
00:03:04.400 --> 00:03:07.840
so that they understand they learn to educate. They will also value you a lot

47
00:03:07.840 --> 00:03:11.600
more of what your service is because they will see the process they've gone

48
00:03:11.600 --> 00:03:16.240
from beginning all the way to end where you are, right?

49
00:03:16.240 --> 00:03:21.120
The question is how can you do that? And that's where the ham and the garlic

50
00:03:21.120 --> 00:03:25.200
comes into play. If you see the ham as a weight loss

51
00:03:25.200 --> 00:03:30.400
challenge or flat buns or you know, or flat abs and buns and guns or whatever,

52
00:03:30.400 --> 00:03:33.920
like the little, the hokey names that we know that convert.

53
00:03:33.920 --> 00:03:37.520
And some gym owners are like, I can't believe I would never say that.

54
00:03:37.520 --> 00:03:40.480
They're like purist, but at the same time they have empty bank accounts.

55
00:03:40.480 --> 00:03:45.120
And so I would say, give the people what they want, because you know, for us,

56
00:03:45.120 --> 00:03:49.040
we had, we had a, we had a booty program, right? We called a big booty bootcamp.

57
00:03:49.040 --> 00:03:52.720
What was it really? It was a six week squat and deadlift seminar.

58
00:03:52.720 --> 00:03:55.520
And that's all we did was we would do every single variation of squat and

59
00:03:55.520 --> 00:03:59.360
deadlift so you could possibly imagine, right? So the training was on point.

60
00:03:59.360 --> 00:04:03.360
But if I had marketed it as a squat and deadlift seminar,

61
00:04:03.360 --> 00:04:07.440
ain't nobody going to buy it, right? But when I did a big booty bootcamp,

62
00:04:07.440 --> 00:04:12.800
I had 40% of my customers taking me up on it. And so the reality is that

63
00:04:12.800 --> 00:04:18.160
you need to wrap the garlic, for in this case, you know,

64
00:04:18.160 --> 00:04:23.760
lifting or following macros or whatever, with the ham,

65
00:04:23.760 --> 00:04:28.080
which is a really, you know, commercial, you know, whatever,

66
00:04:28.080 --> 00:04:30.800
whatever you want to call it, name, um, to get them in the door.

67
00:04:31.520 --> 00:04:34.880
To get them to buy it. And the same thing with your front end offers,

68
00:04:36.160 --> 00:04:40.320
some people like don't like saying they want to run or wait, lost jobs.

69
00:04:40.320 --> 00:04:43.840
Well, I don't believe in wait, lost jobs. So you're prospects do.

70
00:04:44.720 --> 00:04:48.240
And what you need to do is get them in the door so that over time,

71
00:04:48.240 --> 00:04:52.320
you can explain to them the difference. But a lot of us take this like prideful ego

72
00:04:52.320 --> 00:04:55.440
stance of like, well, they don't know the difference and I don't want to be asked.

73
00:04:55.440 --> 00:04:58.000
There was a time when you didn't know the difference either, right?

74
00:04:58.560 --> 00:05:01.280
And so we just have to let our pride get out of it.

75
00:05:01.280 --> 00:05:04.960
Meet people where they're at. And then systematically educate them

76
00:05:04.960 --> 00:05:08.560
and ascend them in their awareness level such that they now understand

77
00:05:08.560 --> 00:05:11.680
and can actually even laugh and look back at how they used to think

78
00:05:11.680 --> 00:05:12.960
about exercise and fitness.

79
00:05:15.680 --> 00:05:19.600
Hey guys, real quick. If you're new to the podcast, I have a book on Amazon

80
00:05:19.600 --> 00:05:23.280
called 100 million dollar offers that over 8,000 five star reviews and it has

81
00:05:23.280 --> 00:05:26.080
almost a perfect score. You can get it for 99 cents on Kindle.

82
00:05:26.080 --> 00:05:29.680
The reason I bring it up is that I put over a thousand hours into writing that book

83
00:05:29.680 --> 00:05:33.680
and it's my biggest gift for our community. So it's my very shameless way of trying to get

84
00:05:33.680 --> 00:05:38.560
you to like me more and ultimately make more dollars to that later on in your business career.

85
00:05:38.560 --> 00:05:41.520
I can push the bar towards you. So that's my gift. Go check it out.

86
00:05:41.520 --> 00:05:43.200
Amazon and back to the show.

87
00:05:45.920 --> 00:05:49.680
And I'm saying this works in all businesses, not just gyms,

88
00:05:49.680 --> 00:05:52.560
but even like within my business because I'm actually not in the way lost business.

89
00:05:52.560 --> 00:05:59.280
I'm in the business coaching business, right? And so for me, we get we get all of our clients

90
00:05:59.280 --> 00:06:02.320
in with gym lunch, which is just it makes them a bunch of cash really quickly, right?

91
00:06:02.960 --> 00:06:07.600
But the reality is that what they really need is they need to actually improve their service

92
00:06:08.320 --> 00:06:13.440
and have systematic ways of retaining customers and descending customers to much higher ticket

93
00:06:13.440 --> 00:06:18.320
prices, right? But I can't give that up front because they're so they're in such danger zone,

94
00:06:18.320 --> 00:06:22.240
such danger mode, such scarcity that they're like I can't they need something that's going to

95
00:06:22.240 --> 00:06:26.960
make money immediately requires no thought. They push a button and money comes in, right?

96
00:06:26.960 --> 00:06:31.760
So we solve that problem for them. But then we say, hey, come over here, come over here,

97
00:06:31.760 --> 00:06:36.400
take this out. This is what you really need. This is the macros enlisting. Like we gave you the

98
00:06:36.400 --> 00:06:41.920
the low carb diet to start. You know what I mean? And they lost their waterway real fast.

99
00:06:42.640 --> 00:06:46.160
But what we really need you to do is this and this is the macros enlisting plan. But this one

100
00:06:46.160 --> 00:06:51.200
takes a little bit longer. But once it's done, it's done. You don't have to worry about your gym anymore.

101
00:06:51.200 --> 00:06:54.720
It'll it'll create money on autopilot the way you want it to.

102
00:06:56.400 --> 00:07:00.960
And every month your bill is automatically pay paid and you know exactly how much is left over

103
00:07:00.960 --> 00:07:05.760
and you don't have to be there every day. And it'll grow without you. That's what everyone wants.

104
00:07:06.400 --> 00:07:10.000
But that doesn't happen overnight. You can't get cash overnight, which is what a lot of them do

105
00:07:10.000 --> 00:07:14.880
need. So we fix that first so we can get them out and then then increase their awareness level so

106
00:07:14.880 --> 00:07:19.120
they can see what's going on in their business. And then we can send them to the next level.

107
00:07:19.200 --> 00:07:23.280
All right. So hopefully this would make sense for you. Think about this in terms of how you're

108
00:07:23.280 --> 00:07:27.360
offering your front and approach promotions, how you get people in the door. And then how you

109
00:07:27.360 --> 00:07:35.040
send people through your services. And don't ever think that you're too good to offer like you have

110
00:07:35.040 --> 00:07:39.440
to meet people where they're at. And if you want to help lots of people, which hopefully you do,

111
00:07:39.440 --> 00:07:45.600
then you need to to meet people at the very base, base, base of awareness, which for a lot of

112
00:07:45.600 --> 00:07:50.880
people is like Jenny Craig. Am I doing weight watchers? Am I doing a point system? You know what I

113
00:07:50.880 --> 00:07:56.160
mean? Am I doing low-carb? Am I doing high-carb? Am I doing lots of cardio? Like you don't know.

114
00:07:56.160 --> 00:08:01.040
So you got to teach them, right? So anyways, lots of love everyone. Hope this was useful for you.

115
00:08:01.920 --> 00:08:05.440
I'm thinking about your offers. This is something that was very profound for me. Now I always

116
00:08:05.440 --> 00:08:09.680
remember the story of the ham and the garlic because you got to give them what they want in order

117
00:08:09.680 --> 00:08:15.040
to be able to give them what they need. All right. And if this is your first time listening or maybe

118
00:08:15.760 --> 00:08:21.520
it's not, if you'd like to hear how we get Jim from Zero to Full Capacity in 30 days, we have a

119
00:08:21.520 --> 00:08:27.920
beautiful case study for you. We have four of them actually. To go to gymlaunchsecrets.com

120
00:08:27.920 --> 00:08:33.840
forward slash quiz, we will give them to you. You can opt in with your stream email.

121
00:08:34.720 --> 00:08:39.920
And if you feel super frisky, you can apply on the next page for a free call where we do not take

122
00:08:39.920 --> 00:08:44.160
any form of payment on any first calls. And it's because we don't want you to feel pressured

123
00:08:44.160 --> 00:08:57.120
with anything. So yeah, hope that was useful for you. And I'll see you guys on the flip side.