WEBVTT

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Before you sell anything, you need to learn these fundamentals.

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He was the first ten customers I sold.

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His gym was losing money. He was working a nine to five job.

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He would work from five a.m. to nine a.m. at his gym teaching sessions.

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He'd go to his job at nine, thirty, or whatever.

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Worked from nine to five.

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Go back to his gym, teach all the evening sessions, five, six, seven, eight.

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His wife had just had a baby.

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She was pregnant with her second child.

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All of his income from his primary business

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went into the gym that was losing money,

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and they had nothing left over.

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So he called me up, or he didn't call me up,

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and he responded to a net.

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I got on the sales call, and I was like,

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all right, it's whatever it was.

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He was like, I would buy this.

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I need this, but I just gave my last ten grand

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or my only ten grand to this coach

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that was going to teach me how to have an online fitness business.

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And I was like, do you have an online fitness business?

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And he was like, no, it didn't work or whatever.

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I was like, well, what if we just made your gym make money?

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Would that be more?

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He's like, yes, I'm fine with just making my gym make money.

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And so I just put a thousand bucks down,

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and he put a thousand dollars on to a credit card or something.

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That's a beautiful, bro.

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That's sick.

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They made $38,000 in first 30 days.

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I think that's the coolest story in the world.

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Whenever you give somebody the chance to buy an out of a thousand,

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knowing you probably never even let nobody buy anything.

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No, everybody started a thousand bucks for the first three years.

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Wow.

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Because all gym owners are broke.

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All gym owners are broke.

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And so is a thousand down, a thousand a week.

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So the thing is is that, and this is what everyone in the entire,

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like the entire info space still doesn't get because everyone's like,

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my program is like, no, it's not.

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It's not.

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It's not.

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The average gym that still to this day goes through gym wash

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makes over 20,000 dollars.

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And additionally, when we revenue their first 30 days, average, average,

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first 30 days.

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We track it because it's such an important metric for us.

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And the reason that we have to do that is because they don't have the money

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to paint what I want to get paid.

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And so it's like, I know that this system is going to, on average,

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on average, triple your profit will go from 36,000 to 112,000 in profit.

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Net of our fees is an after you've paid us.

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You'll make 112,000.

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That's the average over a year.

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But when you're broke, it doesn't matter because you're still broke.

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And you can't buy anything.

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So it's like put a thousand bucks down.

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And I still needed him to have money for ads.

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So he had like three thousand dollars.

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I was like, keep two for ads.

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Give one to me.

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And you're going to run this ad, which is a video of Laila.

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You're going to run this ad to this landing page that I've made.

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You're going to put your logo at the top.

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And then when these leads come in, I was like,

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you're going to call them like you need to feed your family, which you do.

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And so that's exactly what he did.

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And so once the, you know, the second payment came in.

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And I gave them like a 14-day delay because most of them didn't have any money.

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And so they would pay it.

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They collect cash from the people that were coming in.

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And they could make the payments.

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And then I gave them an incentive in the first 30 days to prepay the rest of the thing at a discount.

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And so that way it turned a thousand dollars down into 16 grand in the first month.

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And so my LTV to CAC and my cash flow in terms of acquisition was super strong.

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And then like we ran that, we ran that for very, very, very long time.

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I think like a year and a half ago, I think after, after I sold in Keltogovery,

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switched it from a front end and back end to just selling a year for 36, I think is what it is.

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And so that's what they do now.

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And it's just, they bill every 28 days.

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And I think it's 29, 97 or something like that a month.

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So it's, you know, 3K down or whatever.

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And that's fundamentally what happens.

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But like, I'm just saying like the reason the niching is useful is that when you niche down,

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you can productize the delivery.

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Like there's no generic business, quote, consulting that can ever deliver as consistent

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of an outcome as a very niche business can.

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Because I imagine if you had to do it generically, be like, okay, come up with an offer,

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make something free and you'd want to run it to a lead gen page.

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And then when the leads come in, you want to call them quickly.

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You have to talk in generalities, whereas I was like, here is the ad.

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This is the landing page.

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This is how you set up your lobby when they walk in, say these words.

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This is the price you're going to sell at.

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And by the way, here's the delivery for it.

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Here's the mail plans.

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Here's the cookbook.

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Here's the eating out guide.

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Here's all that stuff.

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You can put your logo on it.

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You can make it yours already spent all the time doing it.

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And the sales training they went through was the sales training I put my trainers at

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my gyms through, which by the way, my sales training was less than one hour.

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And so there's all this closer training out there that's hundreds of hours long.

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But when I needed to get guys to close, it was 60 minutes.

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It was like, this is what you say to them.

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It wasn't psychology.

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It wasn't like, so we want to increase their demand.

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I was like, when they walk in the door, say this.

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And then after they agree, say the next thing.

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And if they don't agree, you don't move on until they agree.

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Then you go to the next thing.

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And then here's where you asked for money.

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That was it.

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Because I wasn't trying to make a course to impress people.

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I was trying to make a training that got someone a result.

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And again, I did turn arounds for two years.

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And so I had to give stuff that to busy gym owners who hadn't paid me,

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because the turn around business, they didn't pay me.

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So I had to make the training for them.

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Like, how do you do nutrition?

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It was one 30 minute video.

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That was it.

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It was like, this is the color template.

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Wave them in.

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Divide their weight by 10, which means you just move the decimal.

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I like had to break it down.

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I was like, okay, so I'm using 21 food units.

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Put the first eight over here.

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This is all their protein.

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And then you can tell them you can scatter the rest

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between carbs and fat.

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You just do the yellow list.

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Got it?

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Great.

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I have them take a picture with it in front of them.

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That way their numbers there.

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Put it against the wall like this.

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Like, there's just, there's nothing they could mess up.

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And because of that, because all the variables were controlled,

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they all got to consistently good outcome.

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They just took a long time to do.

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Because I had actually done it at multiple locations.

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And then 30 plus turn arounds in different markets.

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So also when I get the customer who was like,

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this won't work in my market.

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I'm like, I've got five other gyms on your block.

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But people are very limited.

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You know, I had one of the gym turnarounds that I did.

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I launched the gym.

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This is important just for your customers.

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I launched the guys gym.

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And when I decided to switch to licensing,

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I called back all the guys who I'd done the turnarounds for.

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I was like, these will be the easiest days.

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They literally saw me crack 100 grand out of their gym in three weeks.

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Called one of the guys up and he's like,

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how do I know it's going to work?

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I was like, I just did it in front of you.

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Like, you saw me meet with 250 people.

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These look, I don't know if it's going to work for me.

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And I was like, you will never win.

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But like some people are like that.

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So kind of like a really specific situation.

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So like, so I started as a BSE offer, right?

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But my top 10% of guys who like really kill it

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are the existing agency owners.

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Usually stuck at like certain range.

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And then I installed like the closer infrastructure

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and all that stuff.

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If I wanted to explore that, I made that 100%.

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How would I deal with my existing 40 guys who got in

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at a BSE offer who have this like,

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expectation that I could like help?

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The BSE offer is what make money out like a generic

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how to start an agency offer.

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Yeah.

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Yeah, I would get rid of those.

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Yeah.

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Well, the same thing with this way.

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Just like, again, LTV to GAC.

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Like, how much does it cost to acquire them?

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How much like when people were trying to decide between avatars,

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which by the way, the concern you have

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is probably the number one most common concern

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that people have in business.

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It's also one of the biggest leverage points that you can have

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is picking the right avatar.

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So you're in this overarching space of agency.

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But if you like, almost always when you go up market,

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you make more money, almost always.

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And so when you deal with somebody who's a higher quality prospect,

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they pay more, they're lower maintenance

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because they already have more skills coming into it.

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And so forth, right?

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And so if you just look at,

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because I had a hair salon lady ask me this question.

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So she was like, I have, I'm getting 17 to one.

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I'm sorry, 24 to one selling

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hair stylist on my extension technique.

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So she had some extension technique that was like,

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extensions are like two grand and if you,

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and she had a technique to do it in like 30 minutes.

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So they could make a ton of money in a very short period of time.

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And she's like, and I have business consulting

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or coaching or whatever, which has like 11 to one,

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LTV to CAC.

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She was like, so should I focus on like my business coaching offer

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or should I just sell this hair extension,

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just like teaching how to do hair extensions,

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which is not really a business offer at all.

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It's just like how to, it's like a hair thing, right?

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And so I just boiled it down to LTV to CAC times 10.

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So it's like, if you have crazy LTV to attack

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and you have a massive market, which she did,

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there's way more hair stylist who don't want business coaching

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and just want to learn more about hair.

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So it's like, you have both more customers

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and a bigger discrepancy between what it cost you and what you make.

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And so then the only thing is just N,

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and if there is a massive market,

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then you can crank N as in the number of units sold by a time.

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And so I was like, and from there,

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you can cross out the coaching thing if you want to,

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the business consulting.

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But stop running to two front ends,

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focus on this one, they have the greatest arbitrage on,

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smash the shit out of that,

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and then all your focus becomes on ascension and crossover.

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So that makes sense.

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So for you, I would probably,

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like, you're going to have to sunset the 40 guys over time.

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If you are better at delivering a result,

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like, go where the value is.

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As in, whoever you can help, the absolute most

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is who I think you should sell to.

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So if you're like, I have three different people I help.

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It's like, well, which of them,

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like, this happens in,

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I had a lady who had a tile business.

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So she sold tiles, like a very generic business.

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She's like, I sell to homeowners.

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I sell to designers, interior designers.

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And I sell to home builders.

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Three completely separate avatars.

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And I was like, okay, which ones worth the most to you?

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She's like, well, home builders are pretty much

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this only care about price.

250
00:09:39.120 --> 00:09:41.840
I was like, okay, well, then maybe you don't sell to them.

251
00:09:41.840 --> 00:09:43.920
Interior designers, she's like, these people,

252
00:09:45.040 --> 00:09:46.800
they're, they bring me customers all the time.

253
00:09:46.800 --> 00:09:47.920
Like they come with their,

254
00:09:47.920 --> 00:09:50.400
the person they're doing the living room for or whatever.

255
00:09:50.400 --> 00:09:52.880
And then the, you know, the people who just own homes,

256
00:09:52.880 --> 00:09:54.720
he's like, they're, you know, they're kind of like one-off sales.

257
00:09:54.720 --> 00:09:55.760
But they have the most margin.

258
00:09:55.760 --> 00:09:56.400
I was like, okay.

259
00:09:59.600 --> 00:10:00.960
I was like, which one do you like doing the most?

260
00:10:00.960 --> 00:10:02.320
She's like the interior designers.

261
00:10:02.320 --> 00:10:03.840
I was like, how many people does an interior designer

262
00:10:03.840 --> 00:10:04.960
bring you on average per year?

263
00:10:04.960 --> 00:10:05.760
She was like 30.

264
00:10:06.400 --> 00:10:07.360
I was like, okay.

265
00:10:08.000 --> 00:10:10.480
So she was calculating it at a transactional level

266
00:10:10.480 --> 00:10:13.600
rather than at the resident, at the interior designer level.

267
00:10:13.600 --> 00:10:15.600
I was like, so how much does it cost you to get in,

268
00:10:15.600 --> 00:10:16.560
I was like, how do you get interior designers?

269
00:10:16.560 --> 00:10:19.920
She's like, I do outreach for a week once a month.

270
00:10:19.920 --> 00:10:22.480
And I get like three to five more interior designers

271
00:10:22.480 --> 00:10:24.480
who come in, I walk the facility,

272
00:10:24.480 --> 00:10:25.600
and then I share them what we do.

273
00:10:26.560 --> 00:10:29.040
And this, I mean, this business was doing

274
00:10:29.040 --> 00:10:30.880
seven point six million top line

275
00:10:30.880 --> 00:10:32.960
and like five million and even murdering it.

276
00:10:34.640 --> 00:10:36.720
And so I was like, cool.

277
00:10:36.720 --> 00:10:41.680
So you now are the, the interior designer is now your avatar.

278
00:10:41.680 --> 00:10:43.200
So you need to become the interior designer,

279
00:10:43.200 --> 00:10:44.800
but you need to make their life amazing.

280
00:10:44.800 --> 00:10:45.920
Don't sell to home builders.

281
00:10:45.920 --> 00:10:47.920
Don't sell to home owners.

282
00:10:47.920 --> 00:10:49.360
Just interior designers that are people

283
00:10:49.360 --> 00:10:50.800
that you've got on your roster.

284
00:10:50.800 --> 00:10:53.040
And then all you do is you go from having

285
00:10:53.040 --> 00:10:55.360
30 interior designers that send you business all the time

286
00:10:55.440 --> 00:10:57.200
to 300 and that's it.

287
00:10:57.200 --> 00:10:59.440
And there's 300 interior designers every city.

288
00:10:59.440 --> 00:11:01.360
And so all she has to do is you had a way to acquire them.

289
00:11:01.360 --> 00:11:02.560
I was like, forget everything else.

290
00:11:02.560 --> 00:11:03.920
So it's like, you want to just like,

291
00:11:03.920 --> 00:11:04.720
stake through that.

292
00:11:04.720 --> 00:11:07.040
And a lot of times that through this massive unlock happens

293
00:11:07.040 --> 00:11:08.320
in businesses.

294
00:11:08.320 --> 00:11:10.000
Like in most businesses go through this

295
00:11:10.000 --> 00:11:11.760
because you start throwing stuff on the wall.

296
00:11:11.760 --> 00:11:12.800
You start selling stuff.

297
00:11:12.800 --> 00:11:14.160
You start looking at the customers you have.

298
00:11:14.160 --> 00:11:16.320
And then you're like, huh, really good at these people,

299
00:11:16.320 --> 00:11:18.480
I suck at these people, these ones are okay.

300
00:11:18.480 --> 00:11:20.960
And then you start making your delivery.

301
00:11:20.960 --> 00:11:23.200
You make a decision strategically to say no to this money.

302
00:11:23.200 --> 00:11:24.560
This is where people can't do it.

303
00:11:24.640 --> 00:11:25.840
This is why everyone fails.

304
00:11:25.840 --> 00:11:26.800
They can't say no to money.

305
00:11:27.600 --> 00:11:28.800
So you have to say no.

306
00:11:28.800 --> 00:11:31.040
So when the 41st person comes on the phone with you

307
00:11:31.040 --> 00:11:33.600
and it's like, hey, dude, I like really need this.

308
00:11:33.600 --> 00:11:35.040
Like I'd love to have a way to, you know,

309
00:11:35.040 --> 00:11:37.200
make money online or whatever.

310
00:11:37.200 --> 00:11:39.040
You're like, you should just watch my videos for free

311
00:11:39.040 --> 00:11:40.000
and then start a business.

312
00:11:40.000 --> 00:11:41.120
And when you have a business call me.

313
00:11:42.480 --> 00:11:43.280
Okay.

314
00:11:43.280 --> 00:11:45.760
So like I know my, I mean, what I'm what I'm best at

315
00:11:45.760 --> 00:11:47.760
is the acquisition fulfillment and the operations

316
00:11:47.760 --> 00:11:50.000
of existing agencies like my two best clients.

317
00:11:50.000 --> 00:11:51.920
Your course away for the money people.

318
00:11:51.920 --> 00:11:53.040
Give it away for free.

319
00:11:53.040 --> 00:11:53.360
Okay.

320
00:11:54.720 --> 00:11:55.440
Give it away for free.

321
00:11:55.440 --> 00:11:55.760
It'll miss.

322
00:11:55.760 --> 00:11:57.760
And then you'll be like, look, I've had 40 people pay me

323
00:11:57.760 --> 00:11:58.960
whatever they sold, you know, you paid.

324
00:11:58.960 --> 00:12:00.160
And it's like, and I just want to over deliver

325
00:12:00.160 --> 00:12:01.200
and value and I'll give it to you for free.

326
00:12:02.000 --> 00:12:04.080
And so use it because I really just want to work

327
00:12:04.080 --> 00:12:06.640
better with agency owners because the zero to one stuff,

328
00:12:07.440 --> 00:12:08.560
you can just do it.

329
00:12:08.560 --> 00:12:09.120
Just do the work.

330
00:12:09.120 --> 00:12:10.080
It's not that hard.

331
00:12:10.080 --> 00:12:12.640
Once like that way, you can self prove that you're a legit.

332
00:12:12.640 --> 00:12:14.320
And then I will tell help you scale it from that.

333
00:12:15.520 --> 00:12:18.320
And then like tangible items like actually sunset them.

334
00:12:18.320 --> 00:12:19.360
Like, where does that even look like?

335
00:12:20.000 --> 00:12:21.520
How long was the sale for?

336
00:12:22.480 --> 00:12:24.000
The 40, how long did you sell them for?

337
00:12:24.000 --> 00:12:25.040
It was the duration.

338
00:12:25.040 --> 00:12:27.120
It was like, I was starting off with like an intercircle

339
00:12:27.120 --> 00:12:29.680
just like six K one like lifetime.

340
00:12:29.680 --> 00:12:32.880
Right. So this is the problem with lifetime deals.

341
00:12:32.880 --> 00:12:33.680
Yeah.

342
00:12:33.680 --> 00:12:37.040
You have a one time, one time income with a forever delivery.

343
00:12:38.960 --> 00:12:39.520
Like, right.

344
00:12:39.520 --> 00:12:42.160
So the real real, the ethical way to do it.

345
00:12:42.560 --> 00:12:43.440
Refund.

346
00:12:43.440 --> 00:12:44.480
I think pull the rubber refund.

347
00:12:44.480 --> 00:12:46.480
So if I make a decision, just hard conversation refund,

348
00:12:46.480 --> 00:12:47.280
integrity restore.

349
00:12:48.960 --> 00:12:50.000
That's going to suck, but okay.

350
00:12:50.000 --> 00:12:51.040
How many of them are there?

351
00:12:52.000 --> 00:12:52.400
What's up?

352
00:12:52.400 --> 00:12:53.200
How many?

353
00:12:53.200 --> 00:12:53.680
40.

354
00:12:54.640 --> 00:12:55.120
I am.

355
00:12:55.920 --> 00:12:57.200
Send them to someone else, maybe.

356
00:12:58.880 --> 00:13:00.960
That way, are they still, how long has it been?

357
00:13:01.920 --> 00:13:02.720
It's been like two months.

358
00:13:03.520 --> 00:13:04.080
Okay.

359
00:13:04.960 --> 00:13:10.000
I mean, I would like, this is the like, this is the tough part, you know?

360
00:13:10.000 --> 00:13:13.760
Like you either, I mean, the alternative is you, but like the thing

361
00:13:13.760 --> 00:13:16.400
of that thing I don't like is if you'd said it's a 12 week program,

362
00:13:16.400 --> 00:13:17.840
then I'd have been like, fine, live it out.

363
00:13:17.840 --> 00:13:19.600
Like finish it out, but you're like lifetime.

364
00:13:20.240 --> 00:13:22.160
You're just going to have these people forever.

365
00:13:22.160 --> 00:13:22.560
In a two month.

366
00:13:24.160 --> 00:13:26.400
Because that's at least going to meet 12 months.

367
00:13:26.400 --> 00:13:28.720
So you've got 10 months, so you've got to trade off.

368
00:13:28.720 --> 00:13:31.200
Like you could probably get away with it if it had been a year.

369
00:13:31.840 --> 00:13:32.400
Yeah.

370
00:13:32.400 --> 00:13:34.000
But you were only just starting.

371
00:13:34.640 --> 00:13:35.200
Yeah.

372
00:13:35.200 --> 00:13:39.600
To go all in on school, I had to ref, I had a calculation of how many of my

373
00:13:39.600 --> 00:13:41.600
mastermind members I had to refund.

374
00:13:42.320 --> 00:13:44.640
I had to refund two million dollars.

375
00:13:45.600 --> 00:13:50.240
To go all in on school, that was losing 700 grand a month.

376
00:13:51.920 --> 00:13:52.640
How about that?

377
00:13:53.920 --> 00:13:55.040
Did you say losing?

378
00:13:55.040 --> 00:13:55.840
Yeah, losing.

379
00:13:55.840 --> 00:13:56.000
Yeah.

380
00:13:56.000 --> 00:13:56.400
Because I'm not.

381
00:13:56.400 --> 00:14:00.240
I refunded two million to focus on something that was losing 700 grand a month.

382
00:14:00.880 --> 00:14:01.440
Damn.

383
00:14:01.440 --> 00:14:01.680
Why?

384
00:14:02.640 --> 00:14:02.880
Why?

385
00:14:04.400 --> 00:14:04.880
I don't know.

386
00:14:06.880 --> 00:14:07.840
No, it's worth it.

387
00:14:07.840 --> 00:14:11.040
Like if you do all the math, it was in no brainer.

388
00:14:11.600 --> 00:14:11.840
Yeah.

389
00:14:11.840 --> 00:14:12.640
Yeah.

390
00:14:14.240 --> 00:14:15.200
Pause still.

391
00:14:15.200 --> 00:14:16.800
Yeah, it's just if you want to just play in the big lead.

392
00:14:16.800 --> 00:14:18.080
I mean, the things, these are mistakes.

393
00:14:18.080 --> 00:14:19.520
Like people make mistakes in the beginning.

394
00:14:19.520 --> 00:14:20.560
Lifetime's easy to sell.

395
00:14:20.560 --> 00:14:22.480
But it's because you don't think about ramifications.

396
00:14:23.360 --> 00:14:25.360
But saying no to money is always what?

397
00:14:26.000 --> 00:14:29.440
Is the biggest thing that makes you like that?

398
00:14:29.440 --> 00:14:32.320
After I did that, I had a massive jump.

399
00:14:32.800 --> 00:14:34.400
Because I could focus on school.

400
00:14:35.120 --> 00:14:35.440
Right?

401
00:14:37.920 --> 00:14:41.520
And you know, people offer me like a lot of money too.

402
00:14:41.520 --> 00:14:42.960
To go and like speak in an event.

403
00:14:42.960 --> 00:14:44.400
Probably nowhere near as much as we're nosy.

404
00:14:44.400 --> 00:14:47.200
But 100 grand in first class flights.

405
00:14:47.200 --> 00:14:50.240
You just say, no, no, no, no, no, no, no, no, no, no, no, no.

406
00:14:50.240 --> 00:14:51.840
Then you don't even bother saying no.

407
00:14:51.840 --> 00:14:52.800
You just don't even reply.

408
00:14:53.680 --> 00:14:54.240
Yeah.

409
00:14:54.240 --> 00:14:56.640
And that, if you don't have the discipline to do that,

410
00:14:57.760 --> 00:15:00.720
then you'll get pulled in a million directions.

411
00:15:01.680 --> 00:15:04.240
Also, when you feel that sting of the 240 grand,

412
00:15:04.240 --> 00:15:07.120
you have to give back, it'll help you say no to everything else.

413
00:15:07.120 --> 00:15:09.120
Because you're like, I just refunded all these people.

414
00:15:09.120 --> 00:15:10.960
I'm definitely not going to mess that up now.

415
00:15:11.440 --> 00:15:14.160
Like, I just spend all this money to get this attention back.

416
00:15:14.160 --> 00:15:15.200
Like, wow, I messed it up.

417
00:15:16.160 --> 00:15:18.960
Yeah, does something too feel like personal power or something?

418
00:15:18.960 --> 00:15:20.560
When you say no to money.

419
00:15:20.560 --> 00:15:21.360
You don't need it.

420
00:15:21.360 --> 00:15:22.640
Yeah, you're like, you show,

421
00:15:23.520 --> 00:15:25.120
you, it does something to you.

422
00:15:25.120 --> 00:15:26.400
It gives you some kind of power.

423
00:15:26.400 --> 00:15:28.000
There's no better feeling than turning money down.

424
00:15:28.880 --> 00:15:30.800
I mean, making money is also pretty good.

425
00:15:30.800 --> 00:15:31.040
But

426
00:15:32.560 --> 00:15:34.400
especially with clients, you don't like him more.

427
00:15:34.400 --> 00:15:34.960
Yeah, right.

428
00:15:35.760 --> 00:15:37.520
I would prefer to never see you again.

429
00:15:37.520 --> 00:15:38.560
Here's your money.

430
00:15:38.560 --> 00:15:39.040
Yeah.

431
00:15:39.120 --> 00:15:39.920
Really?

432
00:15:39.920 --> 00:15:41.440
I got like a little taste of it because I was like,

433
00:15:41.440 --> 00:15:42.800
I'm like the gatekeeper of the main closures.

434
00:15:42.800 --> 00:15:44.080
So I didn't think I could coach the guy.

435
00:15:44.080 --> 00:15:45.200
I'd be like, no, but

436
00:15:46.160 --> 00:15:48.000
refunding is a whole different kind of thing right there.

437
00:15:48.960 --> 00:15:49.840
Totally.

438
00:15:49.840 --> 00:15:51.440
But you'll feel super convicted.

439
00:15:51.440 --> 00:15:52.880
And when you get on the phone with people,

440
00:15:52.880 --> 00:15:55.120
you'll be like, this is for agency owners.

441
00:15:55.120 --> 00:15:56.400
And I'll help you scale or whatever,

442
00:15:56.400 --> 00:15:57.840
you know, whatever you're good at.

443
00:15:57.840 --> 00:15:58.720
And if you're not, then you're like,

444
00:15:58.720 --> 00:15:59.600
that's why I have this thing.

445
00:15:59.600 --> 00:16:00.240
I used to sell it.

446
00:16:00.240 --> 00:16:01.040
I'll just give it to you, man.

447
00:16:01.760 --> 00:16:02.800
Just follow the steps.

448
00:16:02.800 --> 00:16:04.320
Realistically, though, you're probably not going to do it.

449
00:16:06.640 --> 00:16:08.320
So at least this way, you can save your 8 grand,

450
00:16:08.320 --> 00:16:09.600
which I probably could assault you.

451
00:16:09.600 --> 00:16:10.320
It's a big conviction.

452
00:16:10.320 --> 00:16:11.040
That's sick.

453
00:16:11.040 --> 00:16:11.840
Sweet.

454
00:16:11.840 --> 00:16:13.840
I have the same thought as him,

455
00:16:13.840 --> 00:16:16.960
because I have a program called start and then scale, but

456
00:16:18.160 --> 00:16:19.200
sell to the scale people.

457
00:16:19.200 --> 00:16:19.840
If you're better at them,

458
00:16:19.840 --> 00:16:21.280
you like them better and they're worth more.

459
00:16:21.280 --> 00:16:24.160
Hunter said, um, I did have a question.

460
00:16:24.160 --> 00:16:25.920
If it's better offline, that's cool.

461
00:16:25.920 --> 00:16:27.760
How do you, for instance,

462
00:16:27.760 --> 00:16:29.200
like somebody joins at 30,

463
00:16:29.200 --> 00:16:30.160
gets to 200?

464
00:16:30.880 --> 00:16:32.560
How do you market that testimonial

465
00:16:32.560 --> 00:16:35.520
without a financial claim?

466
00:16:35.600 --> 00:16:40.240
So how can I actively share these stories?

467
00:16:40.240 --> 00:16:41.440
So getting into the, like,

468
00:16:42.160 --> 00:16:44.480
nitty-gritty with FTC is beyond my scope.

469
00:16:44.480 --> 00:16:46.960
But for the most part, it comes down to timelines.

470
00:16:46.960 --> 00:16:48.080
That's the thing that, like,

471
00:16:48.080 --> 00:16:49.360
most of these platforms hate.

472
00:16:49.360 --> 00:16:51.760
It's like X in Y time.

473
00:16:52.400 --> 00:16:53.600
But if you just say X,

474
00:16:54.240 --> 00:16:56.160
I did, I thought about this quite a bit.

475
00:16:57.040 --> 00:16:59.520
And I've noticed that the only people that ever get in trouble,

476
00:17:00.720 --> 00:17:02.800
they did way worse shit than make a claim.

477
00:17:03.760 --> 00:17:04.720
Right?

478
00:17:04.720 --> 00:17:06.720
Because I know the people that got into trouble

479
00:17:06.720 --> 00:17:08.080
and I know what was going on.

480
00:17:08.720 --> 00:17:10.960
And I'll tell you how it happens every single time.

481
00:17:10.960 --> 00:17:11.680
Yeah.

482
00:17:11.680 --> 00:17:14.000
It's, they don't give refunds.

483
00:17:14.720 --> 00:17:16.400
Their disputes go up.

484
00:17:16.400 --> 00:17:18.000
They piss so many people off

485
00:17:18.000 --> 00:17:20.400
that enough complaint to the Attorney General,

486
00:17:20.960 --> 00:17:24.000
that eventually so many complaints go to the Attorney General,

487
00:17:24.560 --> 00:17:26.960
that they investigate them.

488
00:17:26.960 --> 00:17:29.360
And then they find everything like.

489
00:17:29.360 --> 00:17:32.400
The first thing to go is always you get kicked off of stripe.

490
00:17:33.360 --> 00:17:35.440
Wave that slate, the Canary in the coal mine.

491
00:17:36.080 --> 00:17:38.000
No one that doesn't get kicked off stripe,

492
00:17:38.000 --> 00:17:39.520
never, they never get in trouble,

493
00:17:39.520 --> 00:17:41.680
even if they're making wild claims on ads.

494
00:17:42.640 --> 00:17:44.480
But then when these people get panged,

495
00:17:45.600 --> 00:17:47.600
they've got to like say,

496
00:17:47.600 --> 00:17:49.600
oh, everyone's doing it.

497
00:17:49.840 --> 00:17:51.440
Everyone's breaking the rules.

498
00:17:51.440 --> 00:17:54.320
Because they're trying to show like that they're not a criminal.

499
00:17:54.320 --> 00:17:54.960
Yeah, we just cropped.

500
00:17:54.960 --> 00:17:56.400
We just stepped on this little rock.

501
00:17:56.400 --> 00:17:58.880
The refunds thing is bar none for sure.

502
00:17:58.880 --> 00:18:00.080
Like I, there was a guy,

503
00:18:00.080 --> 00:18:01.200
I'm sure we both know it.

504
00:18:01.200 --> 00:18:04.400
But who got dinged by the FTC?

505
00:18:04.400 --> 00:18:05.840
Ding's a very nice way of saying it.

506
00:18:07.360 --> 00:18:08.320
And I knew for like,

507
00:18:08.320 --> 00:18:11.440
I was in a room like this because I was in the back room.

508
00:18:11.440 --> 00:18:13.520
And he was speaking at the same thing as me.

509
00:18:13.520 --> 00:18:14.480
So kind of funny.

510
00:18:16.000 --> 00:18:17.600
And he was like, how do you guys

511
00:18:17.600 --> 00:18:19.120
like stop all these chargebacks?

512
00:18:19.120 --> 00:18:20.640
And I was I was like, what?

513
00:18:21.360 --> 00:18:22.480
He was like, yeah, all these people,

514
00:18:22.480 --> 00:18:24.400
like, they're just these assholes are charging back.

515
00:18:24.400 --> 00:18:25.200
And I was like, well, I mean,

516
00:18:25.920 --> 00:18:26.720
I was like, we don't have,

517
00:18:26.720 --> 00:18:28.400
we just refund people if they ask for it.

518
00:18:29.120 --> 00:18:30.320
He's like, oh, no, we don't do refunds.

519
00:18:30.400 --> 00:18:32.240
I was like, I mean, at all.

520
00:18:33.360 --> 00:18:34.480
He's like, we say no refunds.

521
00:18:34.480 --> 00:18:35.840
I was like, you you blurt,

522
00:18:35.840 --> 00:18:37.280
you actually don't give any refunds.

523
00:18:37.280 --> 00:18:38.640
He was like, oh, no, I also, I mean,

524
00:18:38.640 --> 00:18:40.320
Sam said this, I think like three ago.

525
00:18:40.320 --> 00:18:41.360
And I just love this is like,

526
00:18:41.360 --> 00:18:42.880
you don't want to become someone's project.

527
00:18:43.760 --> 00:18:45.360
Like you don't want someone waking up thinking like,

528
00:18:45.360 --> 00:18:47.600
how can I destroy sharks today?

529
00:18:47.600 --> 00:18:49.280
Like, how can I ruin this guy's life?

530
00:18:50.000 --> 00:18:52.320
Because that six grand was the last six grand he had.

531
00:18:52.320 --> 00:18:55.280
And it met a whole lot more to him than it does to you.

532
00:18:55.280 --> 00:18:56.800
So just give it, it means more to him.

533
00:18:58.000 --> 00:18:59.280
Just go get another customer.

534
00:18:59.360 --> 00:19:00.640
But it's always worth it.

535
00:19:00.640 --> 00:19:01.840
You just give him money back.

536
00:19:02.720 --> 00:19:04.000
And they come back too.

537
00:19:04.000 --> 00:19:07.280
Like we noticed that they, a lot of people come back

538
00:19:07.280 --> 00:19:09.200
when you didn't make a big deal about it.

539
00:19:09.200 --> 00:19:10.480
Or they'll buy something else.

540
00:19:10.480 --> 00:19:10.880
Yeah.

541
00:19:10.880 --> 00:19:12.160
Because you know what it's like yourself,

542
00:19:12.160 --> 00:19:13.520
you buy something, you ask for refund,

543
00:19:13.520 --> 00:19:14.960
you allow how hard it's going to be.

544
00:19:16.160 --> 00:19:17.840
And if it's easy, you're like, damn,

545
00:19:17.840 --> 00:19:20.320
I'm, I like this company, right?

546
00:19:21.280 --> 00:19:21.680
Yep.

547
00:19:22.400 --> 00:19:23.840
So Planet Fitness believe it or not,

548
00:19:23.840 --> 00:19:25.040
I obviously have fitness examples.

549
00:19:25.040 --> 00:19:27.120
I know a lot of the big businesses there,

550
00:19:27.120 --> 00:19:28.800
but Planet Fitness figured this out,

551
00:19:28.800 --> 00:19:30.560
which is, so you might not know this,

552
00:19:30.560 --> 00:19:32.320
but Planet Fitness to make money

553
00:19:32.320 --> 00:19:33.920
has to have 10,000 members.

554
00:19:33.920 --> 00:19:35.920
Like a brick and more has to have 10,000 members

555
00:19:35.920 --> 00:19:36.800
to make money.

556
00:19:36.800 --> 00:19:37.520
And they still prank.

557
00:19:38.240 --> 00:19:40.160
And they can do that in a market

558
00:19:40.160 --> 00:19:41.920
that only has 50,000 people in total,

559
00:19:42.800 --> 00:19:44.400
which is insane to think about.

560
00:19:44.400 --> 00:19:46.960
But they don't have like zero turn.

561
00:19:46.960 --> 00:19:48.480
They have like 5% monthly turn,

562
00:19:48.480 --> 00:19:49.920
which is, you're like, wait a second,

563
00:19:49.920 --> 00:19:51.200
how would you do that?

564
00:19:51.200 --> 00:19:53.200
They cycle through the entire town,

565
00:19:53.200 --> 00:19:55.520
over and over and over again.

566
00:19:55.520 --> 00:19:57.040
And so what they figured out was rather

567
00:19:57.040 --> 00:19:58.800
than being like the dicks on the way out,

568
00:19:58.800 --> 00:20:00.720
they said they call it the friendly goodbye.

569
00:20:00.720 --> 00:20:02.000
And so it's like, they're like,

570
00:20:02.000 --> 00:20:02.800
oh, you want to cancel?

571
00:20:02.800 --> 00:20:04.000
No problem, Steve, no worries.

572
00:20:04.000 --> 00:20:04.960
Let us know when you're, you know,

573
00:20:04.960 --> 00:20:06.160
you want to come back.

574
00:20:06.160 --> 00:20:07.680
Like, we'll get you going.

575
00:20:07.680 --> 00:20:09.520
Like very friendly on the exit.

576
00:20:09.520 --> 00:20:11.920
And so then, Steve, when he like gets the next gig

577
00:20:11.920 --> 00:20:12.880
or gets to the next job,

578
00:20:12.880 --> 00:20:15.040
or feels fat again, or whatever it is,

579
00:20:15.040 --> 00:20:16.800
he signs back up because he was no big deal.

580
00:20:19.120 --> 00:20:22.320
Also crazy how many people don't actually use the membership.

581
00:20:22.960 --> 00:20:24.400
They pay for it and then go.

582
00:20:24.400 --> 00:20:25.680
92% don't use the members.

583
00:20:26.400 --> 00:20:28.480
Yeah, it's the only, it's the only way the business model works.

584
00:20:29.360 --> 00:20:30.960
If they did, they'd have to charge $200.

585
00:20:30.960 --> 00:20:32.720
Well, yeah, it wouldn't be room.

586
00:20:33.600 --> 00:20:35.760
Yeah, I mean, the reason microgems are priced that way

587
00:20:35.760 --> 00:20:37.200
is because people use the membership.

588
00:20:37.840 --> 00:20:38.960
And it's the same script.

589
00:20:39.520 --> 00:20:42.240
So like, like the worst thing that, and so like,

590
00:20:42.240 --> 00:20:44.320
I mean, I can talk about finance, but I'll stop.

591
00:20:45.760 --> 00:20:48.160
How would you choose between the friendly goodbye?

592
00:20:48.160 --> 00:20:50.720
And then the one that he mentioned where it's like,

593
00:20:50.720 --> 00:20:53.920
if you leave, you have to pay the entry fee to come back.

594
00:20:53.920 --> 00:20:54.560
Those are different.

595
00:20:54.560 --> 00:20:55.440
One is a refund.

596
00:20:55.440 --> 00:20:57.600
One is like someone trying to cancel,

597
00:20:57.600 --> 00:20:58.960
which I see is separate things.

598
00:20:58.960 --> 00:21:00.320
One's saying, hey, I want to cancel your service.

599
00:21:00.320 --> 00:21:01.680
One is like, I've paid you.

600
00:21:01.680 --> 00:21:02.720
Please give me my money back.

601
00:21:03.680 --> 00:21:07.040
It's not very friendly to say you can't come back ever again.

602
00:21:08.240 --> 00:21:10.080
And it's also not really true, I think,

603
00:21:10.080 --> 00:21:11.520
because someone can just make another account.

604
00:21:11.520 --> 00:21:12.240
How are you going to know?

605
00:21:13.120 --> 00:21:14.400
Well, for high ticket, I can imagine.

606
00:21:14.400 --> 00:21:15.440
But like, I just, whatever.

607
00:21:15.440 --> 00:21:18.560
I mean, I've all the, the people that I know who have done it

608
00:21:18.560 --> 00:21:20.400
and don't have good communities, it does nothing.

609
00:21:20.400 --> 00:21:22.560
If you have a great community, then it matters,

610
00:21:22.560 --> 00:21:23.920
but then it doesn't matter at all,

611
00:21:23.920 --> 00:21:25.680
because the great community is the reason that it happens.

612
00:21:25.680 --> 00:21:28.160
So TLDR, I don't know if the tactic does anything.

613
00:21:28.960 --> 00:21:30.480
Right, I have this on a way, smaller scale.

614
00:21:30.480 --> 00:21:32.320
It was like my second close, like 10k.

615
00:21:32.320 --> 00:21:33.280
I was all excited.

616
00:21:33.280 --> 00:21:36.080
And he's on the coaching call and he just wouldn't knock on doors.

617
00:21:36.080 --> 00:21:37.680
Or he's trying it for 30 minutes,

618
00:21:37.680 --> 00:21:40.480
because one thing he teaches door-door marketing to book jobs.

619
00:21:40.480 --> 00:21:42.000
So I was really hesitant on what to do.

620
00:21:42.000 --> 00:21:43.440
And I just, he's just bringing down the energy.

621
00:21:43.440 --> 00:21:45.600
So I let him out of the group or funded him.

622
00:21:45.600 --> 00:21:47.440
And then I posted my free Facebook group,

623
00:21:47.440 --> 00:21:48.320
A, how to client,

624
00:21:48.320 --> 00:21:49.680
wasn't really ready to knock on doors.

625
00:21:49.680 --> 00:21:51.680
You know, if any of you guys are actually willing to do this,

626
00:21:51.680 --> 00:21:54.160
if you have a spot open and it brought by ideal clients,

627
00:21:54.160 --> 00:21:56.160
I actually booked close four off that post.

628
00:21:57.280 --> 00:21:58.560
You're like, in every week, you're like,

629
00:21:58.560 --> 00:22:00.080
I had a spot open up.

630
00:22:03.280 --> 00:22:05.040
Yeah, not being spent, tell the truth, yeah.

631
00:22:05.040 --> 00:22:06.480
I got one question about like,

632
00:22:07.200 --> 00:22:09.680
I've heard you guys talk about like off-boarding interviews,

633
00:22:09.680 --> 00:22:11.280
you know, like taking, you know,

634
00:22:11.280 --> 00:22:12.320
somebody wants to, you know,

635
00:22:12.320 --> 00:22:14.480
wants to cancel their membership or wants to refund.

636
00:22:14.480 --> 00:22:16.720
You're like, yeah, for sure, just doing interview, right?

637
00:22:16.720 --> 00:22:19.200
Is there any way we could maybe get that going on in school?

638
00:22:19.200 --> 00:22:20.640
Like whenever somebody churns,

639
00:22:20.960 --> 00:22:23.840
like obviously, like, it's hard to get them on the phone, right?

640
00:22:23.840 --> 00:22:24.800
You know, at that point,

641
00:22:25.280 --> 00:22:28.080
but I'd love to like figure out maybe that at some point.

642
00:22:28.080 --> 00:22:29.440
Like, oh, yeah, you want to cancel the tool.

643
00:22:29.440 --> 00:22:33.040
Press this button, schedule an appointment after we talk.

644
00:22:33.040 --> 00:22:34.560
I think they have to be able to cancel easily,

645
00:22:34.560 --> 00:22:37.440
but I think, yeah, they have to be able to cancel easily.

646
00:22:37.440 --> 00:22:39.360
But I think you could encourage them to take a call

647
00:22:39.360 --> 00:22:40.800
after the cancellation, try to resell them.

648
00:22:40.800 --> 00:22:42.960
Could we do a Zapier integration for the cancellation?

649
00:22:43.520 --> 00:22:44.160
This is the, that's-

650
00:22:44.160 --> 00:22:45.520
We were just in cancel.

651
00:22:45.520 --> 00:22:47.440
An auto DM would probably be the bit.

652
00:22:47.440 --> 00:22:48.320
A auto DM?

653
00:22:48.320 --> 00:22:48.640
Yeah.

654
00:22:49.600 --> 00:22:51.360
I've noticed the Zapier integration,

655
00:22:51.360 --> 00:22:53.440
the Zapier integration feature in school is amazing, by the way.

656
00:22:53.440 --> 00:22:55.680
But we started doing this in one of our communities

657
00:22:55.680 --> 00:22:57.280
when people joined and then we immediately sent them

658
00:22:57.280 --> 00:22:58.640
like a welcome call.

659
00:22:58.640 --> 00:23:00.640
And then we just like immediately upsell them.

660
00:23:00.640 --> 00:23:01.600
It does really well.

661
00:23:01.600 --> 00:23:03.200
All the new customers in?

662
00:23:03.200 --> 00:23:03.600
Yeah.

663
00:23:03.600 --> 00:23:04.080
Oh, I am.

664
00:23:05.120 --> 00:23:07.440
That crush is just for everybody, by the way.

665
00:23:07.440 --> 00:23:10.720
If you let people come in and just give them an onboarding call,

666
00:23:11.680 --> 00:23:13.680
it's just, I mean, think about what an onboarding call really is.

667
00:23:13.680 --> 00:23:14.800
It's like, what are your goals?

668
00:23:15.360 --> 00:23:16.400
What have you struggled with?

669
00:23:16.400 --> 00:23:17.440
Where are you at currently?

670
00:23:18.080 --> 00:23:20.320
What do you like, why have you succeeded so far?

671
00:23:20.320 --> 00:23:22.240
Oh, I think we might have some things for you.

672
00:23:22.880 --> 00:23:25.280
It's just like it just lends itself naturally to a sales call.