WEBVTT 1 00:00:00.000 --> 00:00:01.000 What's up, everyone? 2 00:00:01.000 --> 00:00:04.400 Hope you guys are having an amazing, amazing, amazing day. 3 00:00:04.400 --> 00:00:10.200 Today, this is the Jim Seagrish podcast, and my name is Alex, just for the late introduction 4 00:00:10.200 --> 00:00:11.200 there. 5 00:00:11.200 --> 00:00:14.800 Today we're going to be talking about something that I am borrowing from Frank Perns. 6 00:00:14.800 --> 00:00:19.400 If you guys don't know Frank Perns, he is an OG internet marketer and a man that I respect 7 00:00:19.400 --> 00:00:24.600 a lot in his marketing prowess, and one of the things that I want to talk about today 8 00:00:24.600 --> 00:00:26.640 is a concept of a big promise. 9 00:00:26.640 --> 00:00:30.040 It's something that was incredibly impactful to me, and it's something that I want to 10 00:00:30.040 --> 00:00:33.360 talk about today because it's come up with a lot of covers just recently, and it's worth 11 00:00:33.360 --> 00:00:34.360 exploring. 12 00:00:34.360 --> 00:00:37.560 Side note, if you're a Jim owner and you want to make more money, just go to idonhatemoney.com 13 00:00:37.560 --> 00:00:40.480 only if you don't hate money and then apply it, and we'll hop on the phone with you. 14 00:00:40.480 --> 00:00:43.880 We're not going to try and say anything, well, at least not on the first phone call. 15 00:00:43.880 --> 00:00:46.960 Even if we do, you might like it, so give it a shot. 16 00:00:46.960 --> 00:00:51.080 Anyways, I'm actually joking, we don't take anybody on the first call, but let's talk about 17 00:00:51.080 --> 00:00:52.080 the big promise. 18 00:00:52.080 --> 00:00:58.840 The big promise is basically what you're probably going to think every one of your prospects. 19 00:00:58.840 --> 00:01:01.800 This works in any vertical. 20 00:01:01.800 --> 00:01:08.480 If you're in the B2B space, most B2B businesses say use my widget service, et cetera, and 21 00:01:08.480 --> 00:01:12.280 you will make more money and get more customers and work less. 22 00:01:12.280 --> 00:01:18.200 There's marketing agencies, who market gyms, gurus, myself, I have the same problems. 23 00:01:18.200 --> 00:01:22.200 I tell people that we're going to have to make more money, work less, and get more customers, 24 00:01:22.200 --> 00:01:24.760 right, and make a bigger impact. 25 00:01:24.760 --> 00:01:26.560 That's all we tell them. 26 00:01:26.560 --> 00:01:28.240 Why is it that? 27 00:01:28.240 --> 00:01:31.000 This is why I'm not as obsessed about selling. 28 00:01:31.000 --> 00:01:32.840 If you've listened to how I spoke, it's a lot of stuff. 29 00:01:32.840 --> 00:01:40.800 We go really indefinitely on sales theory, but I feel like selling is really just painting 30 00:01:40.800 --> 00:01:41.800 a picture of a dream. 31 00:01:41.800 --> 00:01:45.520 As soon as you understand that concept, you're asking someone where they're trying to go 32 00:01:45.520 --> 00:01:49.080 and then painting that picture for them more vividly and saying, would you like to go 33 00:01:49.080 --> 00:01:51.080 there? 34 00:01:51.080 --> 00:01:53.600 I don't think that that's that exceptional of a skill. 35 00:01:53.600 --> 00:01:55.640 I think a lot of people can sell stuff like that. 36 00:01:55.640 --> 00:01:59.040 There's plenty of good salesmen out there, but there aren't plenty of cagillionaires 37 00:01:59.040 --> 00:02:00.640 out there. 38 00:02:00.640 --> 00:02:05.440 I think the reason for that is because of the big elephant in the room when it comes to 39 00:02:05.440 --> 00:02:07.440 business is fulfillment. 40 00:02:07.440 --> 00:02:08.440 How good are you? 41 00:02:08.440 --> 00:02:13.360 Now, I'd be like, listen to the gentleman say, we get amazing results. 42 00:02:13.360 --> 00:02:14.600 People don't really care about results. 43 00:02:14.680 --> 00:02:21.960 They do, but it's going to be the experience and the relationship that's also going to 44 00:02:21.960 --> 00:02:22.960 matter. 45 00:02:22.960 --> 00:02:25.880 It's probably factoring just as much if not more than the results and whether or not 46 00:02:25.880 --> 00:02:26.880 they're staying. 47 00:02:26.880 --> 00:02:30.960 There's a lot of results they could just drink a little faster to starve themselves and 48 00:02:30.960 --> 00:02:31.960 they'll lose weight. 49 00:02:31.960 --> 00:02:35.280 It's like, what else are we offering? 50 00:02:35.280 --> 00:02:38.440 When you want exceptional fulfillment, this is why I'm saying the big promise, and 51 00:02:38.440 --> 00:02:43.000 I promise I'll come up with a circle on this, but even exceptional fulfillment, then you 52 00:02:43.000 --> 00:02:45.720 actually do have this business that's just a perliferate on its own. 53 00:02:45.720 --> 00:02:47.240 You have people who start referring. 54 00:02:47.240 --> 00:02:49.960 You have to keep doing it consistently for a long period of time, and then what happens 55 00:02:49.960 --> 00:02:54.200 is there's this inflection point, and then all of a sudden, everyone starts telling everyone 56 00:02:54.200 --> 00:02:55.200 about it. 57 00:02:55.200 --> 00:02:56.200 It's awesome. 58 00:02:56.200 --> 00:03:01.280 But that being said, let's get back to the big promise. 59 00:03:01.280 --> 00:03:04.320 If every single service provider in your area says you're going to lose weight, you can 60 00:03:04.320 --> 00:03:06.560 feel better, you're going to sleep better, you're going to have more energy, you're going 61 00:03:06.560 --> 00:03:07.560 to be able to play with your kids. 62 00:03:07.560 --> 00:03:10.080 You're not unique in that, right? 63 00:03:10.080 --> 00:03:17.440 How is it that this guy can sell his service for 10 times as much as this guy can, right? 64 00:03:17.440 --> 00:03:18.440 Same promise. 65 00:03:18.440 --> 00:03:23.040 I mean, ultimately, even if you buy a, my fitness pal app, or whatever, they're apps 66 00:03:23.040 --> 00:03:27.320 out there that you can buy, they're fitness apps, it's the same exact promise. 67 00:03:27.320 --> 00:03:32.640 So what determines the pricing and what determines the really successful ones, right? 68 00:03:32.640 --> 00:03:36.640 But it's just stuck with me so profoundly. 69 00:03:36.640 --> 00:03:45.600 The extent, like the extent to which a business is successful is the extent to which a prospect 70 00:03:45.600 --> 00:03:51.600 has conviction in the ability of the provider to fulfill that promise. 71 00:03:51.600 --> 00:03:55.640 I'll say it again. 72 00:03:55.640 --> 00:04:06.320 The success of the business is determined or predicated upon the prospect's conviction 73 00:04:06.320 --> 00:04:12.040 and that business's ability to fill the promise that was made, right? 74 00:04:12.040 --> 00:04:14.880 So there's a million agencies that are marketing agencies out there. 75 00:04:14.880 --> 00:04:17.880 There's plenty of gurus who never even own gyms who tell people that they're going to 76 00:04:17.880 --> 00:04:19.720 help them make more money with their gyms. 77 00:04:19.720 --> 00:04:23.160 So why is it that we're growing faster than everyone else, right? 78 00:04:23.160 --> 00:04:24.560 By a lot. 79 00:04:24.560 --> 00:04:26.800 How is that? 80 00:04:26.800 --> 00:04:32.280 It's happening because people believe that when I tell you that we're going to help you 81 00:04:32.280 --> 00:04:35.440 make more money with your gym, get you more customers and help you do without killing 82 00:04:35.440 --> 00:04:39.240 yourself, they believe that I can actually do it. 83 00:04:39.240 --> 00:04:40.240 Now how do we do that? 84 00:04:40.240 --> 00:04:43.760 Now that's going to kind of piggybacks on the whole, how to sell expensive stuff. 85 00:04:43.760 --> 00:04:47.160 But it's two pieces, our conviction. 86 00:04:47.160 --> 00:04:51.480 And I think that at a certain level, like either you're a horrible person or your conviction 87 00:04:51.480 --> 00:04:56.320 is going to be to a certain extent an indication of how likely you believe that you can help 88 00:04:56.320 --> 00:04:59.040 someone get to a certain destination. 89 00:04:59.040 --> 00:05:06.440 I 100% believe that if we sign you up, we know that you will make more money with us 90 00:05:06.440 --> 00:05:12.400 in the next eight weeks than you will pay us, usually by four or five X straight up. 91 00:05:12.400 --> 00:05:14.520 I can tell you that right now. 92 00:05:14.520 --> 00:05:18.000 So how can I say that with such certainty? 93 00:05:18.000 --> 00:05:19.800 Because we've done it 300 times. 94 00:05:19.800 --> 00:05:21.040 That's how. 95 00:05:49.800 --> 00:05:56.320 So please go do that now and let's get back to the show, right? 96 00:05:56.320 --> 00:06:02.880 And so you have to ask yourself, if you are in the gym space, not only how certain are 97 00:06:02.880 --> 00:06:07.800 you that you can get some results, which is not like, which is cool, but everyone kind 98 00:06:07.800 --> 00:06:12.760 of produces everyone has before and after pictures on them that doesn't make you special. 99 00:06:12.760 --> 00:06:20.520 How can you make it as easy, as pain free, as engaging as possible? 100 00:06:20.520 --> 00:06:22.320 So look at the six human needs, right? 101 00:06:22.320 --> 00:06:27.240 You have status, you have connection, you have, um, you have status, you have connection, 102 00:06:27.240 --> 00:06:29.800 you have variety, you have routine, you have growth, you have contribution. 103 00:06:29.800 --> 00:06:31.480 Those are the six ones, right? 104 00:06:31.480 --> 00:06:37.440 So how many of these human needs can we fulfill at our facilities while getting people to 105 00:06:37.440 --> 00:06:38.440 stay? 106 00:06:38.440 --> 00:06:41.240 Because we're going to get people to come back if they feel like they're plugged into 107 00:06:41.240 --> 00:06:46.600 a community, if they have friends there, if we've given them more status there, then 108 00:06:46.600 --> 00:06:50.040 they normally get, if you have somebody who's getting voted member, if I say that you're 109 00:06:50.040 --> 00:06:54.480 the MVP of the workout for today, how likely is it that you're going to attend your next 110 00:06:54.480 --> 00:06:55.800 workout? 111 00:06:55.800 --> 00:06:57.400 Pretty hot, right? 112 00:06:57.400 --> 00:06:59.800 How many feel goods do you get after that? 113 00:06:59.800 --> 00:07:00.800 Probably a lot. 114 00:07:00.800 --> 00:07:04.440 Now do you come to the next workout because of the results you're getting from workout 115 00:07:04.440 --> 00:07:05.440 A to workout B? 116 00:07:05.440 --> 00:07:10.160 No, you come to the next workout because you love the rush of dopamine you got by getting 117 00:07:10.160 --> 00:07:13.800 in group status, that's what you come back, right? 118 00:07:13.800 --> 00:07:19.160 And so how many of these experiences can we engineer so that people get these hits 119 00:07:19.160 --> 00:07:22.560 of dopamine, get these hits of serotonin where they feel good about themselves, feel like 120 00:07:22.560 --> 00:07:25.360 they are important, right? 121 00:07:25.360 --> 00:07:31.160 And that they have friends in that community where they get engaged and plugged in. 122 00:07:31.160 --> 00:07:37.840 And so at that point, it becomes a lifestyle because they become locked into the group, 123 00:07:37.840 --> 00:07:43.240 the community, the status, the role, and then, and then, once you can make it a part 124 00:07:43.240 --> 00:07:47.240 of their identity, then you win. 125 00:07:47.240 --> 00:07:51.680 And at that point, you've made a lifestyle change because over time, we know that if someone 126 00:07:51.680 --> 00:07:56.240 keeps working out for three years and eating and making healthier decisions, right, meal 127 00:07:56.240 --> 00:08:00.080 plan or not, macros or not, pure decision or not, they're going to probably look pretty 128 00:08:00.080 --> 00:08:02.160 good in three years, right? 129 00:08:02.160 --> 00:08:05.560 Because the whole point is that we're selling a lifetime solution except we're not trying 130 00:08:05.560 --> 00:08:09.640 to actually get someone hooked for life because we're not doing the rest of the things. 131 00:08:09.640 --> 00:08:15.520 Anyone can starve someone for 12 weeks and tell them to live ways, duh. 132 00:08:15.520 --> 00:08:20.000 But if I can change someone's life, I have to make it a part of their identity and that 133 00:08:20.000 --> 00:08:21.760 is a malaria process. 134 00:08:21.760 --> 00:08:29.480 And so if you start approaching your fulfillment in that way and then you start getting people 135 00:08:29.480 --> 00:08:35.360 hooked in that way and then most or all of your customers or people who are signing up 136 00:08:35.360 --> 00:08:39.400 at your facility are achieving that level of results. 137 00:08:39.400 --> 00:08:40.560 What happens? 138 00:08:40.560 --> 00:08:43.280 Your conviction becomes rock solid, right? 139 00:08:43.280 --> 00:08:48.320 And then your prices will reflect that conviction that you have. 140 00:08:48.320 --> 00:08:54.720 And then as a after-math effect or an after effect, right, my product, the people that 141 00:08:54.720 --> 00:08:59.560 you are trying to sell will then believe you because you can look at them with clear eyes 142 00:08:59.560 --> 00:09:02.960 and tell them I'm going to change your life. 143 00:09:02.960 --> 00:09:06.760 Because you're going to be the type of person that everyone hates because you're going 144 00:09:06.760 --> 00:09:08.560 to talk about your general all the time. 145 00:09:08.560 --> 00:09:13.520 And you're going to actually be happy to look at healthy recipes and start liking them. 146 00:09:13.520 --> 00:09:17.440 And you're going to come on the nature hikes with us or play a putt putt with us as a group 147 00:09:17.440 --> 00:09:22.760 when we have our events because you're going to become one of us, right? 148 00:09:22.760 --> 00:09:26.520 And so when someone's like, I just haven't been able to make it stick because you haven't 149 00:09:26.520 --> 00:09:29.080 made it a part of your identity. 150 00:09:29.080 --> 00:09:32.560 Once it's a part of their identity, then you have it for life. 151 00:09:32.560 --> 00:09:37.080 And then that is how you can charge whatever you want to charge for that service because 152 00:09:37.080 --> 00:09:39.920 what you're doing is you're giving someone truly in your life because you're changing 153 00:09:39.920 --> 00:09:44.920 who they are, changing their body, you're changing their mind, which is far more valuable. 154 00:09:44.920 --> 00:09:47.960 So anyways, hope that was used before you. 155 00:09:47.960 --> 00:09:52.600 That kind of hopefully circle back to the big promise, which is the extent which that 156 00:09:52.600 --> 00:09:56.320 person believes that you can fulfill that promise that you're making them. 157 00:09:56.320 --> 00:10:00.200 Because ultimately most prospects that walk into a gym have already heard the same pitch. 158 00:10:00.200 --> 00:10:03.880 We're going to help you lose weight, feel better, your kids, blah, blah, blah. 159 00:10:03.880 --> 00:10:08.920 But it's how likely and what systems you have in place to ensure that I actually get 160 00:10:08.920 --> 00:10:11.160 there and that it sticks. 161 00:10:11.160 --> 00:10:15.760 And when you when you can speak with confidence, with the backing, with what I just talked 162 00:10:15.760 --> 00:10:18.880 about, that's when you can start really making an impact. 163 00:10:18.880 --> 00:10:21.360 And that's when those people start referring to their friends. 164 00:10:21.360 --> 00:10:24.360 That's when their friends and family see the change in that person and say, dang, I need 165 00:10:24.360 --> 00:10:26.240 to start signing up for what she's doing. 166 00:10:26.240 --> 00:10:31.920 And not, hey, she's really suffering, I want to go do that. 167 00:10:31.920 --> 00:10:34.400 Like she's cripplingly sore and feels like she's starving all the time. 168 00:10:34.400 --> 00:10:37.440 Is that the same level of problem we're not, right? 169 00:10:37.440 --> 00:10:39.000 And so we have to change the way we see this. 170 00:10:39.000 --> 00:10:43.240 So hopefully that was it for you guys a little bit longer than I intended, but hopefully 171 00:10:43.240 --> 00:10:44.800 still valuable. 172 00:10:44.800 --> 00:10:49.200 If you're a gym owner and you are struggling to make ends meet or you want to to the 173 00:10:49.200 --> 00:10:53.720 next level and see how some of the guys that we work with hit six figures or mid six 174 00:10:53.720 --> 00:11:01.640 figures, 100, 200,000 a month in revenue, using the systems that we have to separate them 175 00:11:01.640 --> 00:11:08.120 from the marketplace, break the price, price product link or competitive link. 176 00:11:08.120 --> 00:11:12.360 So they are completely decommodified, they are unique in their space and how we systematically 177 00:11:12.360 --> 00:11:13.360 do that. 178 00:11:13.360 --> 00:11:17.200 We would love to show you and hop you on the phone with the phone with you. 179 00:11:17.200 --> 00:11:21.160 And you can download free case to the hml secrets dot com for slash quiz or go to I don't 180 00:11:21.160 --> 00:11:23.280 need money dot com. 181 00:11:23.280 --> 00:11:28.160 Have an amazing amazing day and I will talk to you guys on the inside.