WEBVTT

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If you've ever struggled at the end of the month and worked all the way there to only

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to look at the bank account and find that there was nothing there, there was too little

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for you to take out and then been like, I literally just worked for an entire month

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for nothing, then this video is for you.

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Welcome to the game where we talk about how to get more customers, how to make more

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per customer and how to keep them longer and the many failures and lessons we have learned

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along the way.

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I hope you enjoy and subscribe.

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So one of the number one issues that I see when I talk to small business owners or medium

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size business owners is that they don't have an adequate grasp on the difference between

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gross and net margin.

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And the reason I'm coloring the background green and I'm using my green pen is that margin

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is about the money.

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So this is a topic that people do not talk about.

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It is also probably the number one thing that I look at in a business to determine its

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health and whether I would be interested in investing or any of those types of things.

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So let me break down the difference between gross margin and net margin and then I'm going

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to tell you the functional ways that I use to fix a business.

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So gross margin, gross margin is what the direct cost of fulfilling your goods or services

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are.

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And so the equation for it, don't get, everyone's like, I don't like met.

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It's subtraction.

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All right.

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It's not math that you're confused about if you like zone out at this moment.

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It's because you don't want to do the thinking to understand the words.

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I want to be really clear.

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I'm literally going to use subtraction here, all right.

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That's the revenue, how much money you're making, minus the cost of goods sold.

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All right.

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That's the cogs.

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Now, the thing is, if you're in a service business, your cost of goods sold isn't the physical

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products that you're selling because you're not selling those.

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You're selling people.

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You're selling payroll hours, all right.

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And so the cost of goods sold for a service business, which is what the majority of people

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are listening to this are using, is the incremental cost of the additional unit, which means

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that that doesn't count your front desk or that doesn't count your HR director.

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It doesn't count your rent.

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None of that stuff counts.

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It's just the cost of one additional unit, all right.

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Very important.

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You're a net margin, and I'm going to give you examples in a second.

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Your net margin is your chop, right.

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That's what it's the juice at the end of the month.

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It's what you get after everything is paid what's left over.

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That's what you end up taking home, all right.

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But the gross margin, in my opinion, well, they're both obviously very important.

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But the gross margin is the one that creates the net margin, and this is the one where

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I always focus, and this is the thing that I fix, and this is what I help people fix,

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and this is the game, all right.

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So my revenue might as cost.

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So let's say we're selling a service for $60 per hour.

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That's what it, let's just say you're a hair stylist or your trainer's man, right.

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You're selling $60, right, in your business.

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And your cost of goods sold, let's say, is 20 bucks, right.

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You're paying somebody $20 for the $60 thing.

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You're like, that sounds good.

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There's $40 left over for me.

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This makes sense, right.

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Wrong, all right.

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And I'll get to wine a second in what number I use.

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But let's just do this so you can understand what the gross margin is here.

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So the gross margin on this, and that's assuming we're not using any product to like work

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on this if you were like a hair stylist, for example.

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But let's just say simply here, $60 is what you're charging, $20 is what it costs, and

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$40 is left over, right.

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Now what you do to figure out your margins, you take that $40, right.

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What's left over, divided by the $60 of revenue, which is what you got gross.

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And what that does is it gets 66%.

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That's the gross margin.

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And you'll be like, oh, that, that sounds reasonable.

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That's not, you know, that's not that bad.

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The thing is is each incremental gross margin point is enormous.

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And so let me show you the difference.

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So let's say at the end of the year, you're running a business that runs on 66% gross

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margins.

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So let's say at the very end of the year, now we're in the net margin category, you

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end up with 12% margins, all right.

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Now, most brick and mortar businesses run around there, crazy, right.

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But that's what most brick and mortar businesses run around.

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So if you're at 12% margins and I say, listen, you gotta be at 80, people are like, well,

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80 and 66 is not that different.

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If you bunch your margins to 80%, what happens at the end of the year?

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That's 14, all right.

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So what that does is you now have 26% net margins at the end of the year.

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We more than doubled, we 2.2x, how much you make.

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So do you think this is important?

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Can I double how much you make simply by changing this one number?

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Yes.

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All right.

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So let's use the 80% example, which by the way, is my rule of thumb.

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This is the number that I get any service-based business over.

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All right.

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If you're not, you're selling, this is what you have to get over.

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All right.

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Now, I'll show you the difference between 80, 90, 90, 500 in a second, but this is important.

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All right.

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So if 80% gross margins is what I need, there's two ways I can do it.

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One, I can decrease this cost, right.

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I could say that I get this to 12, $12, right.

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This becomes $12, let's cross that out.

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And now my new take home on this is $48, all right.

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And so $48 over 60 equals 80%.

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So one way you can increase your margins is decreasing your cost, gross margin.

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The cost of actually doing the thing, right.

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The second way is by increasing how much you charge this guy, right.

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And so let's say instead of 60 and we have this 20, so what is, how do we get 80% loafed

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over if we have a $20 or cost?

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Well, it's easy with this number because 20 is 20%, right.

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And so that means that you'd have to charge $100 for your $20 thing to have an 80% margin.

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And so way number one, you decrease the cost of fulfilling the thing.

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We number two, you increase the price, right.

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Now this is why this is so important.

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Obviously, I showed you at the end of the year you'd have a lot of money.

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But besides that, if you're making a $100 or you're charging $100 or something, right.

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It cost you 20 and you got $80 left over, all right.

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Now from that $80 and here's what's important.

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You have to pay for everything else in the business and have enough money to market to acquire

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more customers and you have to have enough money to have a profit, right.

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And so it seems like you're like 80% Alex, that's crazy.

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And so by the way, all successful business, the biggest businesses in the world, they're

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not running 80% margins.

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They're running 99% gross margins, all right.

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And you're like, well, they're only, that's only 19% more.

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It's actually not.

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It's so much more than that.

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So let me break down this difference real quick and then I'll finish this example.

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So the difference between 80% margins, 90% margins, 95% margins, right.

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I'll just go all the way to 100, right.

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And 100, let's do this.

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Is that difference between 80 and 90 is that this is twice as profitable as this.

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Why?

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Because it's half the cost, right.

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It means I took that 20 and made it 10, right.

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That's the difference.

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You're looking at this side of the equation, not all of this, all right.

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This is going to be 90 and 95% gross margins.

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Again, twice as profitable.

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And what I mean by that is that you can sell twice as many people for the same cost.

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That is the magic and that is how you scale.

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That is how you get something that's enormously profitable.

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It allows you to acquire customers and has tons of profit kicking off every single month.

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And so this is where a lot of entrepreneurs get messed up because they feel bad about

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charging a lot for their services or a lot for their products or whatever, right.

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But the thing is is that if you do not do this, you will make no profit and you will not

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be able to scale.

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You will not help more people unless you get this right.

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So you got to get over this mental barrier that you have around what you're really able

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to charge for things that don't cost you a lot of money.

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So guys, real quick, if you're new to the podcast, I have a book on Amazon called 100 million

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dollar offers that over 8,000 five star reviews and it has almost a perfect score.

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You can get it for 99 cents on Kindle.

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The reason I bring it up is that I put over a thousand hours into writing that book.

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And it's my biggest gift to our community.

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So it's my very shameless way of trying to get to you to like me more and ultimately make

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more dollars to that later on in your business career, I can finish the part with you.

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So that's my gift.

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Go check it out.

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Amazon and back to the show, right, right.

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Okay.

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So back to this example.

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So if I have $80 left over, that means that it depends on what my cost of acquisition is.

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So let's say, you know, there's a certain percentage of my revenue that I'm willing to

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give for cost of acquisition.

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Let's say it's 20%.

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Right.

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So if 20% of this I'm willing to give, that means that $16 is what I have left to market

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this.

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Right.

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Because you see, like you can only use it off of what's left here and you still, after

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you pay your marketing, right, you still have the rest of your costs, you still have rent,

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you still have payroll, you still have, you know, payroll for all the non-essential stuff,

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you still have software, you still have all these other costs of doing business, all

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right.

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They have to come out of just the remainder between here and here, all right.

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This is the game.

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And so in some total here, if I'm looking at a business, the big number that I'm looking

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at is 80%, and that's what I target.

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I target any business, especially for service, that's over 80%.

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And so if I'm trying to invest in something, I'm trying, like this is the game that we

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get to.

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And so you can do this for any brick and mortar business, for your business, for anything,

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you got to be over 80.

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And ideally, pushing from 80 to 90 or 90 to 95 at each of these increments doubles the

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productivity of the business again, right.

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And that's where it gets magical.

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And so the two ways you can do it, just as a quick recap, to increase your gross margin,

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is number one, you can decrease the cost, and number two, you can increase the price.

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And that is how you can increase your gross margin percentage, all right.

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So I hope that was the idea before you.

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I hope that made sense.

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I hope if you look at your own services and you're like, well, like what's my gross margin?

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Break it down.

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What's the additional cost for one more person, right?

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If I, like I said earlier, if I was selling something for $60, and if you don't know, let's

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say you've got one person, I'll give you one more example for this.

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Let's say you've got the type of business where one person fulfills for many people because

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you're like, I don't know what my cost would be.

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So I actually had this example not that long ago.

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I was at a mastermind, and a guy said he's got coaches, and they coach people, right.

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And so I said, well, what are, you know, what are your gross margins?

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And he's like, I have no idea.

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And I was like, well, let's walk through it together.

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So he was paying his coach $4,000 a month, all right.

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That's what he was paying his coach.

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And I said, cool, how many clients can your coach handle?

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He said, well, my, my coach can handle 40 people, all right.

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40 clients.

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And I was like, okay, what do you charge your clients per month?

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He said, well, I sell packages.

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And I was like, all right, well, what are your packages cost?

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He's like, they're $1,200 packages.

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I was like, okay, what does $1,200 get me?

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He said, it gets you three months.

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I'm going to give you a real word example here.

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So please, you die, you stick this, all right.

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Which means that it's $400 per month if you spread it out, right.

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So he's got 40 clients, $400 a month is what they're, what they're charging, all right.

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Which means 40 times 400, hopefully my math is right here, is 160,000,

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I hope, am I messing something in here?

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I think it's 160,000, isn't it?

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Did the 0, 4 times 4,000?

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No, it's 16,000.

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I was like, well, is $16,000 per month, right.

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That's cool, right.

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That's neat.

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So $16,000 per month and the cost of the coach is $4,000, right.

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Everyone following with me?

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So it means that there's 12,000 left over.

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So that's what's left over after the cost.

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And then we're just dividing it by the total revenue, right.

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Which is this guy.

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You just bring it back down.

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So it's just 12 divided by 16, right.

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Which in this instance, would be 75%.

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So he's close to 80, but he's like, well, you know, I don't want to change anything

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because I'm already at 75.

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But remember, at the end of the year, the end of the year, let's say you've,

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you've got 15% margins, right.

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Let's just say at the end of the year, you've got 15%.

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Bumping the extra five takes you to 20, right.

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And you're like, oh, wow, that doesn't seem like a big difference.

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15 to 20% net margins at the end of the year is a 25% increase in how much money you make.

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That is how important this is.

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And so anyways, so what would he need to do?

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He just has to pay the sky less or he's got a charge, charge more money here.

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And so the way to figure this out backwards, if you wanted to, if you didn't want to change,

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excuse me, if you did want to change your price to get it over 80%, then you simply,

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basically increase what this number needs to be until it's 80%.

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So gosh, what's the, it's 1.6 times eight, whatever that is, eight.

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And then God, it's 12.8.

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Yeah, so that would mean that he have to get to 12,800.

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If you wanted to get over 80%, which means he either needs to charge the extra 40 clients

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and extra $200, no, $20.

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Yeah, he would need to charge an extra 20 bucks here, right, per month.

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Or he could pay this coach $3,200 per month.

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And that is how he would get from 75 to 80%.

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And that, my friends, is the game.

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So hope you found this useful.

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Hopefully you liked this, hopefully you thought this was awesome.

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And if you didn't, well, please tell me, I just want to make stuff that you guys find valuable.

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This is the game, this is the stuff that I dive super deep into.

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I'm trying to fix a business model or I'm consulting with somebody.

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And I hope you find that valuable too.

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So anyways, keeping awesome, please leave a post or review or any of that good stuff.

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And I will see you on the next one.

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Bye.